Creative and digital media campaigns promote tourism to lesser-known destinations while solidifying Utah’s status as “America’s Film Set”.
Utah Film Trail
Reintroducing “America’s Film Set”
A red-carpet brand launch and strategic multi-channel ad targeting spotlight iconic film locations across the state.
A Backdrop-to-Bucket-List Challenge
Lights, camera, Utah! The Utah Film Trail brand identity and launch campaign were created to inspire travel, inviting cinephiles to explore the locations where iconic films were made.
Our goal was to lead travelers off the beaten path and showcase the rural, remote communities surrounding these film sites.
We aimed to spark curiosity and encourage locals and visitors to experience the state in new ways, while integrating the campaign into state tourism efforts in partnership with the Utah Office of Tourism.
Strategic Approach
Bring the Utah Film Trail to life. The brand identity used bold typography inspired by Utah’s landscapes deserts, mountains and city landscapes. Robust brand guidelines ensured the proper voice, messaging and brand story were conveyed across all assets.
Target the right travelers. The campaign ran across digital OOH, Megaplex placements, display, pre-roll, and native media, targeting adults 18+ interested in outdoor recreation and travel. Key markets included Phoenix, Denver, Los Angeles, San Francisco, and Salt Lake City, with nationwide reach supported through retargeting.
Encourage dispersed travel. Permanent physical trail markers now highlight iconic film moments in Utah’s film history. Each marker includes a brief description and a QR code linking to information about the film trail. The trail intentionally disperses travelers beyond major hubs and elevates lesser-known destinations.
Massive Reach + Impact
A targeted digital media campaign focused on building awareness of the new Utah Film Trail, driving visitation to trail markers and spotlighting Utah’s film history.
Our media campaigns reached travelers across Utah, California, Arizona, and Colorado, and had a national presence via ad retargeting.
Booking Efficiency
2x
industry benchmark
3.74% booking efficiency is 2.24X higher than the industry average
Enriched Revenue
$2.9M
YOY increase
total new users and a 16% increase in sitewide sessions with 10,356 enriched bookings
Impressions
5.6M
delivered across all campaign touchpoints
Ad-exposed pageviews
36,735
Everything we created
Love brought a complete visual brand to life through a mix of physical trail markers, printed guides, branded apparel, and targeted digital and video advertisements.
In-Feed Posts
Reel cover images
T- shirt Design
Print Design
