The Utah Office of Tourism has launched a three-season marketing campaign including television, digital, and billboard advertising.
Digital advertising will run from mid-February through mid-May encouraging people to take the Road to Mighty® while explaining that “Five National Parks are Just the Beginning.”
The campaign will utilize a mix of
pre-roll, high impact ads/sponsorships, mobile, native, email, traditional banner advertising, paid search and social media. A baseline for measuring the success of the digital advertising is being established through the use of Arrivalist and Magellan, companies that track if visitors see the ads and actually enter the state and/or book a hotel room.
The Mighty 5® and Road To Mighty television spots will run equally on national cable for four weeks starting in March. Networks include BBC America, CNN, MSNBC, ESPN, ESPN2, Fox News, Golf Channel, HGTV, History, Discovery, Travel Channel, AMC, Food Network, Sundance Channel and HLN. Additional Road to Mighty spots will also run in Los Angeles on the NBC and CBS affiliates and in Las Vegas on the NBC and ABC affiliates.
In Denver, out-of-home advertising will run in Denver International Airport, on the exterior and interior of light-rail trains in the metropolitan area, and on traditional billboards.
The call to action in the ads is for people to go to VisitUtah.com, where over 20 itineraries can be found that encourage people to visit national parks and monuments, scenic byways, state parks, and other attractions along the Road to Mighty. Strategic Marketing and Research Insights will conduct an advertising effectiveness study to measure awareness and the ROI from the campaign.