Utah office of tourism
What do you do when everyone wants what you have, but no one knows you have it?
Utah had a real problem. Most travelers thought its iconic redrock landmarks were hallmarks of Arizona. Winter sports enthusiasts could rarely discern Utah’s Wasatch Front from the Colorado skyline. In short, everyone seemed to want what Utah had (five national parks, unmatched access to the best skiing on the planet, an iconic American road trip experience)—but no one knew that Utah could wrap it all up in one epic adventure.
Research showed that travelers actually wanted to experience what Utah had to offer—the vast wilderness of the American West and the unmatched beauty of our national parks—they just didn't know that they could find it in Utah. Shifting away from stories about accessibility and accommodation, our strategy centered on things that you simply couldn't find anywhere else—especially an epic American road trip that included a bucket-list worthy adventure.
Kylie Kullack — Head of Client Partnership, Struck
I've been coming to Utah since I was a teenager—and then I moved here six years ago. There's something intoxicating about this place, something that transforms you as you explore its wildest landscapes.
What We've Done
Places To Know
Calf Creek Falls
Traditions Cafe (Scipio)
Green River Melons
Identify the travelers. Build a dream. Make it real.
Finding The Greatest
There’s nothing more thrilling than tackling a tourism challenge. But it’s a daunting task—identifying sets of ideal travelers, establishing personas, developing a messaging strategy that accurately reflects their needs and desires. That’s what we did. And then we locked ourselves in a room and focused on what really matters—the experiences that only Utah can offer. The iconic landscape and landmarks. The national parks. The greatest snow. The personal experiences that make every Utah vacation unforgettable. The result: a year-round, multi-platform (tv, out-of-home, social, digital, branded content) campaign that takes adventure to new elevations.
Keeping Tabs On Taxpayer Funds
Working with a state entity like the Utah Office of Tourism brings along a huge responsibility—using our budgets efficiently and driving measurable results for the state. We track each campaign and optimize constantly to ensure that our work to bring travelers to Utah is actually working. The good news? The numbers are some of the best in the industry.
In visitor spending directly attributed
to the Mighty 5 campaign.
Increase in incremental travel compared
to previous national ad campaign.
Return on investment—$338 in travel
revenue for every $1 spent on advertising.