Moab, Utah is a destination known for its astounding natural landscapes and adventurous spirit. Long-regarded as a bucket- list destination for mountain bikers, hikers, four-wheelers, and travelers in general, the town of Moab has faced overwhelming pressure during peak seasons. Working with The Moab Travel Council (discovermoab.com), Love Communications was tasked with promoting travel during the off-season and inspiring responsible visitation. The content produced would be central to digital media efforts, and used as in native advertising.
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.