Making Utah a world-famous travel destination.

2014-2015 Utah Office of Tourism Case Study

The Mighty Five® Summer Campaign

STRUCK UTAH OFFICE OF TOURISM - THE MIGHTY 5®

2015 Logos

Challenge What do you do when most people mistake your most prominent landmarks for other states? More than two-thirds of travelers said they wanted to visit the American West. Another majority of that group expressed interest in visiting at least one national park during their travels. But fewer than 10% of travelers had even considered visiting Utah—a western state packed with national park destinations.


2015 Logos

Insight Travelers live in three exploratory worlds—Dreaming, Planning and Experiencing/Sharing. As agency of record for the Utah Office of Travel and Tourism, we had a singular focus—get people to dream about Utah. Knowing our core audience wanted what Utah has to offer, the insight was simple: Tell the story of an epic adventure that couldn’t be experienced anywhere else by branding the experience into a bucket list item that cannot be missed. Only one state offers the chance to experience the Mighty Five.


Digital


Rich media execution on USAToday.com

User journey/landing page

Banner ad

http://USAToday.com


Print & OOH


Print ad in Alaska Airlines publication OOH pedestrian boards in San Francisco


Television


Results


Find Your Greatest Winter Campaign

STRUCK UTAH OFFICE OF TOURISM - FIND YOUR GREATEST

2015 Logos

Challenge For years, the primary message of Utah’s winter campaign focused on accessibility—nearly a dozen resorts within 45 minutes of the Salt Lake International airport, bars and restaurants slope-side, and just down the road in Salt Lake City. But the message lacked an emotional punch. Similarly, the iconic tagline “The Greatest Snow on Earth” needed a stronger connection to the audience. Why is it great? How will I know it’s great? It was time to create a campaign directed to winter travelers re-introducing why Utah truly is “the greatest”.


2015 Logos

Insight Client research indicated a strong recall for the state’s “Greatest Snow on Earth” tagline that has been adopted and used in many places over the past 10 years. The phrase had high awareness but previous communications failed to bring an emotional and contextual element to the phrase, Our solution focused on expanding the definition of “The Greatest” to include the various types of “greatest” winter experiences that could be discovered in Utah. We highlighted six real storytellers that have unique points of views and connections to the state as the focus of the campaign.


Digital Hub



Print & OOH


Print ads in Ski Utah and Transworld Snowboard


Digital Billboards


TV/Video


Results


Thanks.

Date post:	19-Aug-2015
Category:	Marketing
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Making Utah a world-famous travel destination.

Marketing