Included In This Email

• Nan Anderson Supporting the UOT Grant Programs
• SU+ Campaign 2023

Nan Anderson Supporting the UOT Grant Programs

The Community and Partner Relations team at the Utah Office of Tourism is in transition, and we have contracted with a great friend to the industry, Nan Anderson, to help us through this period. Nan will oversee our destination development grants for the next several months. She will take up the work that was managed by Flint Timmins. Flint has left UOT to take a position in the area that he grew up in Colorado. Watch for more specific updates in the next several weeks regarding destination development grants. In the meantime, Nan can be reached at nan@capitolreefmedia.com.  

Meanwhile, a reminder that our great colleague Celina Sinclair, is on maternity leave, returning in early May, when she will guide us through the 2023 co op process. And we are in the search process for the Director of Community and Partner Relations. We are thrilled with the caliber of candidates who have applied.

The 2023 Southern Utah+ campaign will launch on February 15th and run through the end of the fiscal year - June 30, 2023. We're excited to share some highlights of this year's signature Utah campaign and high-level summary of the marketing plan.

Overview

In his 2019 book, anthropologist and tourism expert Sagar Singh writes that "love is the single vein that links all tourism." This love is uniquely experienced in Utah amidst our diverse and breathtaking landscapes that naturally invite exploration. This year's new creative highlights friends, families, and loved ones from all walks of life making memories by thoughtfully exploring Utah's national parks, scenic monuments, recreational areas and public lands. The campaign is titled, "In Love. In Utah." Watch the 60 second brand spot. 

We will continue our focus on targeting strategically important travel segments, including mindful travelers and families, among others. We are also collaborating with Outdoor Recreation on a targeted promotion for responsible OHV travel and education.

Campaign Strategy & Goals

The campaign seeks to inspire travel by showcasing the beautiful scenery and powerful reputation of Utah's national parks - leveraging the Mighty 5® brand.

It invites visitors to plan and prepare through regional itineraries that feature national monuments and state parks in addition to the national parks. The campaign builds on past successes and focuses on inspiring and motivating our target audiences.

Goals:

1) Promote travel to southern Utah
     - Attract quality travelers who stay longer, experience more, and travel thoughtfully 
2) Continue to build awareness of our unique product, The Mighty 5®
3) Encourage planning, preparation and thoughtful behavior
     - Educate booked and likely-to-book travelers to plan and prepare for their trip

Plan & Budget