Skip to main content

Creative Agency Struck Awarded Five-Year Contract with Utah Office of Tourism

SALT LAKE CITY, UT (September 25, 2020) — The state of Utah has awarded Salt Lake City-based Struck its five-year creative agency contract for the Utah Office of Tourism (UOT). Following a competitive review of agencies from across the country, Struck was chosen to guide and manage a precision marketing strategy that builds awareness of Utah as a destination and inspires safe, responsible and thoughtful visitation. Struck’s creative leadership will help advance the UOT mission’s to elevate life in Utah by being responsible stewards of Utah’s tourism economy.

Struck was chosen to continue efforts to assist the UOT meet the imperatives of their three-year Red Emerald Strategic Plan: promoting well-prepared year-round visitation, focusing on the quality of visits rather than just the quantity of visitors, getting customers responsibly off the beaten path and helping communities that want to attract more tourists develop their destinations. 

In the midst of the selection process, COVID-19 completely reset the world of travel. Utah’s tourism industry, like other domestic and global travel, is one of the economic sectors suffering the most as a result of the pandemic. Struck reacted by presenting a strategy to support the tourism industry’s economic recovery.

“Struck has the privilege of helping to pave the path to recovery for Utah’s tourism industry by promoting one of the most beautiful places on earth,” explains Vicki Varela, managing director for the Utah Office of Tourism. “Our goal is to encourage responsible visitation, and to help travelers understand how accessible a Utah adventure can be. Our renewed partnership with Struck enables us to leverage the talent of a top creative agency in the West, steering us towards recovery of Utah’s $10 billion tourism economy.” 

Struck’s recovery initiative used the permanence and beauty of Utah’s unique offerings to inspire future travelers and provide points of pride to unite Utah residents. 

The state’s first-ever winter national parks marketing campaign has increased off-season visitation and generated $3-to-$1 ROI in much-needed hotel bookings in rural Utah.  

“Continuing Struck’s relationship with the Office of Tourism is a positive for visitors to Utah — as they continue to discover new destinations in our state, as well as residents who enjoy the many positive impacts tourism brings,” said Struck CEO Andrew Howlett. “I am proud of our partnership with the Office of Tourism, as well as the passion of our team for their home state, who in the midst of an unprecedented global crisis was able to pivot strategy seamlessly with an early eye towards recovery and responsible tourism.”

During the pitching process a committee of seven members of the Utah Office of Tourism narrowed an initial list of eight agencies to three, and then a winner of the five-year contract was chosen.

Struck has been the agency of record for the Utah Office of Tourism since 2005. Throughout the 15-year relationship between Struck and the Office of Tourism , the team’s integrated marketing campaigns have won numerous industry awards, for multiple campaigns: The Mighty Five®, Find Your Greatest®,  and More Mountain Time®.

About Struck

Struck is a full-service marketing, advertising and creative agency, with offices in downtown Salt Lake City. In its 25-year history, Struck has transformed global, national and local brands with award-winning work in travel and tourism, consumer packaged goods, life sciences, fast casual restaurants and experiential projects. Struck grows brands by creating “Experience Affinity” – drawing attention and affection for brands through experiences, and it’s more than just wildly effective. It’s entirely measurable — in love, impressions, revenue — and quantified by Struck’s new Affinity Index.

About the Utah Office of Tourism

The Utah Office of Tourism’s (UOT) mission is to elevate life in Utah through responsible tourism stewardship. We do this through marketing, stewardship and development. Marketing: UOT curates messaging that inspires visitation, supports local businesses and builds the Utah economy. Stewardship: UOT manages visitation statewide and supports the responsible discovery of Utah. Development: UOT partners with local communities to enhance and develop their visitor economies to benefit residents and visitors. Learn more at and