Utah’s Mighty Five™ national parks are a primary focus for out-of-state tourists and the Utah Office of Tourism (UOT) alike, each year generating over $10 billion in overall travel spending and over $1 billion in Total Tourism-Related Tax Revenue for the state. As overcrowding of the parks continues to rise, UOT must be deliberate in how it manages its strong search presence and on-page communication around national park visitation. Love was presented with the challenge of prioritizing the search presence of high-value national park pages, maintaining and improving ranking positions, while continuing to support UOT’s strong initiatives around sustainable tourism, distribution of visitation statewide, and quality visitation.
In June of 2020, faced with travel restrictions and guidelines during the pandemic, Love Communications was tasked with developing new creative assets and overseeing an omni- channel advertising campaign that promoted Utah’s ski industry assets. They are a major economic driver, generating $1.322B in total visitor spending during the 2017-2018 season. Ski Utah is a key partner in promoting the state’s ski season and the various resorts, outfitters, guides, lodges and local businesses who comprise the industry.