In Love. In Utah. honored the Mighty 5® legacy while expanding Utah’s emotional territory. This centered on a deceptively simple insight: People don’t just visit places; they fall in love with them.
Utah Office of Tourism
In Love. In Utah.
Audience research, creative and advanced multi-channel targeting—paid media, search, social, and organic content—propelled an inspirational Mighty 5® evolution.
A Mighty Challenge
Utah’s Mighty 5® campaign made history, making Utah synonymous with its five stunning national parks. But as the pandemic ended and travel demand surged, the Utah Office of Tourism needed to broaden a mature, beloved brand without losing what made it famous in the first place.
Utah needed a campaign that resonated emotionally and inspired deeper exploration, aligning with travelers’ growing desire for meaningful connections
The answer? In Love. In Utah. positioned the entire state as a place to fall in love with nature, adventure, culture, and unforgettable moments.
Strategic Approach
Brand Evolution, Not Revolution used the Mighty 5® as a springboard to showcase Utah’s complete tourism offering, preserving existing brand equity while expanding the narrative beyond national parks.
Data-Driven Creative Deployment leveraged audience research to understand travel behaviors and emotional triggers, ensuring the right message reached the right audience at their optimal decision-making moment.
Integrated Media Strategy combined creative excellence with advanced multi-channel targeting—paid media, search, social, and organic content—for a comprehensive brand ecosystem from inspiration to booking.
Utah has more to offer than soaring red rocks and the Greatest Snow on Earth®. Love captured northern Utah with stunning video and custom photo shoots to expand Utah’s library. The ‘Behind the Scenes’ shots from our photoshoots with Utah are some of our favorites.
The ‘Behind the Scenes’ shots from our photoshoots with the Utah are our some of our favorites.
Massive Reach + Impact
In Love. In Utah. didn’t just meet expectations—it shattered them, delivering the highest ROI in Utah Office of Tourism history.
$2.93 billion
increase in post-impression rate compared to the previous winter branding campaign, showing year-over-year improvement in audience engagement
$625
For every $1 invested, the highest ROI ever recorded for Utah tourism (measured by SMARI)
34%
Increase in enriched bookings in 2023, providing direct evidence of campaign influence on travel behavior
1.97 million
Ad-exposed page views, demonstrating deep audience engagement and remarkable brand breakthrough with 48% ad awareness among national target audiences
Everything we created
Audience research drove creative strategy and advanced multi-channel targeting via paid media, search, social, and organic content.
Southern Utah
Northern Utah
Southern Utah Winter
Meaningful messaging, across every touchpoint
Meaningful
The campaign’s success led to expanded responsibilities with the state office. We are now Utah’s agency of record across creative, media, research & analytics, and paid search—enabling an integrated approach that continues to drive innovation and growth.