The Utah Office of Tourism will spend approximately $3.4 million on a domestic winter marketing campaign including television, digital, billboard and print advertising. UOT coordinated its campaign with Ski Utah and its members to maximize all ski advertising spent by entities throughout the state.
The Find Your Greatest® creative will run for the third and final year, with influencers telling about their experiences on The Greatest Snow on Earth®. The campaign will run from mid-September through the end of March.
Digital advertising began in mid-September in New York City, Washington, D.C. and Chicago. From mid-October through mid-February, digital content will run nationally, and from mid-September through the end of March, digital marketing will run in Las Vegas, Los Angeles, San Francisco and San Diego. The campaign will utilize a mix of pre-roll, high impact ads/sponsorships, mobile, native and traditional banner advertising, paid search and social media.
Television ads in New York City will run on CBS and Fox, Los Angeles ads will run on CBS and ABC, and San Francisco ads will run on Fox and ABC. New this year, the office will run ads on the PAC-12 Network, mainly during games involving California teams, from December through February. Research shows basketball fans have a higher propensity to ski and are less likely to DVR sporting events.
Find Your Greatest will also be found on digital screens in LAX and JFK airports, plus billboards throughout Las Vegas. UOT is also partnering with Ski Utah to polybag Ski Utah Magazine in Outside, Texas Monthly and Orange Coast. PR efforts and international marketing will also promote Utah as a premier winter destination.