UTAH OFFICE OF TOURISM | IN LOVE IN UTAH

This is a
love story

And, like all good love stories, it has a happy ending—the highest ROI ever recorded for the Utah Office of Tourism, record-breaking website visitation, and $3 billion in ad-exposed revenue.

$3 BILLION
In ad-exposed revenue

This love story begins as the pandemic was ending. The world was once again open for business, people were heading back to work, and life felt faster than it had in a long time. Just as we were adjusting to it all, ChatGPT hit the headlines, launching everything into hyperdrive. In reaction, people started craving meaningful connections and simpler times. It was in this moment that “In Love. In Utah.” was born.

It wouldn’t be until months later that the campaign would launch, and months after that when we would learn it had generated 2.1 million ad-exposed page views for our client and increased enriched bookings by 34%.

2.1 Million
In ad-exposed page views

Highest
ROI ever

34% INCREASE
In enriched bookings in year over year comparison

The idea for In Love In Utah comes from a mix of empathy, intuition, and audience research. The success of the campaign required skillfully combining the idea itself with a highly researched, sophisticated, and strategic media plan informed by research on travel planning timelines, audience psychographic and behavioral attributes, and expert targeting tactics all to ensure that the right creative asset was served to the right person at the right time.

The results were unprecedented, returning the Utah Office of Tourism’s strongest ROI on record according to SMARI—a whopping $595 for every one dollar invested.

$595
Returned for every $1 invested. The highest ROI ever recorded for the Utah Office of Tourism

47% AD AWARE
A 74% increase in year over year comparison

Utah makes you feel things—joy, pride, connection, energy, and a contentment that settles deep into your bones. Or, in a single word—love.

Since the initial launch of In Love In Utah, we have expanded our services with the Utah Office of Tourism, becoming their creative agency of record, along with media, research and analytics, as well as paid search, increasing effectiveness with a holistic, integrated and collaborative approach.

VIRGINIA TOURISM CORPORATION | LOVE IS FOR VIRGINIA

Virginia is for lovers, but which ones?

In an industry more saturated and competitive than ever, we sought to help Virginia Tourism connect with their ideal audience. In just four months, the proof is in the proverbial pudding with a 1.75× increase in return on investment.

1.75× INCREASE
In return on investment.

We set out to achieve three main objectives:

• Identify micro-audience segments within Virginia’s enriched traveler population, focusing on their travel motivations, spending habits, demographics, sentiments, and behaviors so that we could speak to them on a deeply personal level
• Determine the main co-occurrences between these micro-audience segments’ hobbies and their activities on vacation to identify possible combinations for regional itineraries within Virginia and creative development for promoting the destination
• Discover any latent psychographic or demographic factors that could explain the findings from Virginia’s previous research objectives

Our quantitative approach to data collection provided a flexible and comprehensive dataset for analysis.

AI assisted data
For greater efficiency and deeper insights.

• Audience research, K-Means clustering, and segmentation algorithms, aided by AI, unearthed micro-audiences and optimal target segments.
• A market basket analysis gave insight into the hobbies and vacation activities of interest for these individuals.
• A media campaign that capitalized on these audience segments.

Our work uncovered new “micro” segments for Virginia that allowed for more nuanced messaging while our market basket analysis delivered a wealth of knowledge about how various areas of the state stack up against competitor, and even in-state, bookings.

5 Distinct Audiences
For deeply personalized messaging.

• 5 distinct audience profiles backed by research
• Regional product offering mapped to audience needs
• Refined creative and media strategies

Just four months into the campaign, we are delivering returns on investment to Virginia Tourism that are 1.75× stronger than that of their previous agency.