Creative and Content
Kicking off the campaign will be a roster of native articles with geographical and cultural breadth. Stories from Logan to Uintah County and Ogden to Provo will cover historic downtowns, access to outdoor recreation, local food and agriculture, indigenous voices, dark skies and more.
One of the video assets used on Connected TV (CTV) this spring will be a new film featuring Northern Utah outdoor recreation called Rise.
UOT’s content team is overseeing the creation of an additional CTV spot that will pair city and culture imagery and messaging with the outdoor recreation focus of Rise. This additional spot, called Proximity, will adapt existing long-form video storytelling from the Wasatch Front and showcase the relationship between the metropolitan art, culture, music and dining scene and the easy access to nature.
The CTV spots will direct viewers to visitutah.com/northern and visitutah.com/city, complementary landing pages designed to build an identity around the state’s northern geography and metropolitan offerings, respectively. Both landing pages illustrate the urban interface with nature and rural destinations to help visitors build itineraries around the full range of experiences that define the region.
An additional flight of paid social will accompany the campaign, emphasizing key landing pages and responsible travel. Public relations, paid search and organic social teams are continuing to pitch key storylines, target and capture search intent and maintain the conversation through their respective channels. Be sure to follow our social media accounts @visitutah, subscribe to our YouTube channel and watch for additional newsletters highlighting new content soon.