Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Building upon Seasons 1 & 2 insights, Let's Talk Utah Season 3 aimed to address the challenges and misconceptions surrounding Utah as a travel destination and establish the Utah Office of Tourism as a trusted travel guide, initiating conversations that other brands shy away from.
Utah's reputation predominantly revolves around its renowned Mighty 5 national parks, but issues such as overcrowding, environmental impact, and a perception of limited diversity have hindered its broader appeal. To overcome these challenges, we developed a threefold objective: to foster connections among travelers, share responsible travel messages, and distribute visitation evenly across the state.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
To showcase Utah's diverse offerings, we partnered with three local advocates, experts in their field, who shared their passions and personalities. Through their stories, we provided accessible and unforgettable adventures, enhancing viewers' understanding and preparation for the destination—Introducing them to Utah's captivating outdoors, unexpected places, and rich history and culture.
The advocate-driven storyline took priority, featuring advocates in two compelling episodes. Each advocate was featured in two episodes, covering topics such as the Southern Utah Pie Trail, the Dinosaur Trail of Eastern Utah, and the Storyteller Trail. Through these episodes, we showcased thrilling adventures, shared insights and responsible travel tips, and fostered enthusiasm for exploring Southern Utah's diverse landscapes.
Leveraging past success, season 3 was distributed on Instagram Reels and Facebook, utilizing vertical video for optimal engagement—our paid media strategy targeted travel enthusiasts during peak planning periods, maximizing reach and impact. By aligning distribution with key travel seasons, we aimed to capture attention and inspire visitors to choose Utah.
The campaign achieved impressive results with over 2.1 million video plays, 2,266,617 impressions, and 7,674 paid engagements, sparking genuine interest and establishing a solid presence among our target audience.
Let's Talk Utah Season 3 was a go-to guide, inspiring unforgettable adventures and showcasing the unique experiences that set Utah apart. It breathed life into hidden stories, captivating both new and familiar audiences.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The total, encompassing strategy and creative development, as well as media spend, amounted to an approximate budget of $93K for this awareness-based campaign.
Division
Digital - Social Media Campaign