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In 2014, the Utah Office of Tourism (UOT) launched
The Mighty 5® marketing campaign, highlighting the Beehive State’s best-known assets – its five spectacular National Parks. The good news: The campaign was one of the most successful in the UOT’s history. The bad news: The Mighty 5®’s success resulted in the unintended consequence of more travelers visiting Utah’s national parks than anticipated. Infrastructure was taxed, especially at Arches National Park and Zion National Park, resulting in overcrowding and threatening the visitor experience. After numerous conversations with the local communities effected by the highly visible campaign, UOT decided to extend the Mighty 5® campaign to encourage visitors to explore some of the lesser known natural areas and cultural attractions through the Road to Mighty marketing campaign targeting the state’s regional drive-markets. TURNER brought this regional marketing campaign to a national audience through monthly pitch angles that incorporated key points of interest and experiences along the Road to Mighty and targeted national media visits, among other tactics. The results were tremendous, with 1.03 million Utah trips attributed to the Road to Mighty marketing campaign. Overall media relations efforts from UOT’s Fiscal Year 2015 through February 2017 garnered more than $15 million in advertising value and more than 1.3 billion total circulation/impressions, through 51 print clips and 149 online articles.
Photo: Jimmy Chin But that’s not all. TURNER also took home an Honorable Mention in the Media Relations category for our work with the Bermuda Tourism Authority. The Bermuda’s Adventurous Side campaign brought Bermuda’s extensive-but-under-publicized outdoor adventure to an untapped audience of young, affluent travelers who like a few thrills on their vacations.
Learn more.
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