Creative, media, and audience research teams pair iconic landscapes with authentic human moments to launch a unified, inclusive brand platform.
Utah Office of Tourism
Utah Person
The initial Utah Person campaign delivers the highest awareness level in five years, influenced 1.5 million trips, and drove $3.3 billion in visitor spending.
An Isolated-to-Inviting Challenge
World-class powder, iconic national parks, and a thriving urban scene. Utah’s tourism marketing suffered from classic destination personality disorder, peddling these diverse destinations separately and seasonally.
What worked well for 15 years grew stagnant, and sharing them in isolation meant missed opportunities.
Modern travelers no longer buy random location checklists. They hunt for places that reflect who they are and unveil moments of awe, laughter, and sharing. It was time to merge these singular stories into one cohesive brand identity and build long-term emotional loyalty.
Strategic Approach
Lose the attraction-only identity. Instead, gain an experience based on belonging and emotional relevance. The campaign invites travelers to think of themselves as a Utah Person: “If you zig when others zag. Winter is your favorite season. You believe you can fly. There’s a reason. You might be a Utah Person.”
This poetic positioning unifies brand presence that stretches across seasons, regions and media channels.
Unified Brand Architecture developed through a flexible framework allowed each partner’s unique personality to shine while simultaneously strengthening and being strengthened by the state’s brand and reach.
Love cracked open traveler psychology through multi-phase segmentation to identify four key traveler personas. Then, media buys spread custom-tailored, tear-jerking content across CTV, social, and billboard touchpoints. We constantly optimized our media buys on the fly so every single dollar hooked travelers into realizing they’re a Utah Person.
- Four leisure traveler audiences led the media strategy.
- Cinematic Connected TV paired vast landscapes with raw human moments to hook audience emotions instantly.
- Data-driven social and outdoor placements hit four distinct target segments right where they already browse.
- Real-time media optimizations constantly funneled dollars toward the highest-performing digital channels.
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
Utah Person pairs Utah’s iconic landscapes with human moments. Love killed the old regional and seasonal playbook to deploy a punchy, unified brand position built around belonging, inclusion, and dispersed visitation.
The initial 8-month $4.8 million investment delivered Utah’s highest advertising awareness in five years and exposed travelers stayed significantly longer, spent more daily, and booked richer itineraries. The campaign produced:
1.5M
influenced statewide trips
$3.3B
visitor spending
53%
Scaled target ad awareness
$688:$1
ROI
Top-of-mind awareness for the famous Mighty 5 national parks jumped from 25% to 31%. Slogan recognition for the classic “Life Elevated” mark surged from 17% to 22%. Efficiency reached an astonishing $0.10 cost per target household across all primary demographics.
Everything we created
Utah Person reinforces the same core identity to four targeted audiences. Ski audiences received messaging centered around powder, access and winter culture, while urban audiences were served creative emphasizing scenic luxury, culinary experiences and share-worthy moments. Families saw memory-making and accessibility-focused storytelling, while outdoor adventurers received messaging built around exploration and transformation.
Parks and Beyond
Ski & Winter
Urban and Outdoors
Meaningful messaging, across every touchpoint
Instead of asking travelers to remember a list of attractions, the campaign invites them to identify with Utah in a more personal and lasting way.