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Utah Travel Headlines

Thursday, October 16, 2014

Utah Wins Big With 'Mighty 5' Tourism Campaign

Utah has been running an innovative tourism campaign touting our “Mighty 5” national parks. The campaign has been popular and effective, and has now been given top honors at the National Council of State Tourism Directors’ Mercury Awards. has this article on the award. The video below is a key part of the campaign. Below the video we give excerpts from the article.

The state won two awards: best overall branding and integrated marketing campaign, and best television broadcast advertising.

“The Mercury Awards are the Academy Awards of our business, and the category we won is like getting best picture,” said Vicki Varela, Managing Director, Utah Office of Tourism, Film and Global Branding. “We are deeply honored to be recognized for our breakthrough Mighty 5 campaign.”

In a research report conducted by Strategic Marketing & Research, Inc. (SMARI), the following results are directly attributable to The Mighty 5 campaign launch:
  • The campaign reached nearly half of the target audience, or about 5.75 million households.
  • It returned $126 in visitor spending for each advertising dollar invested. The 2011 and 2012 non-winter campaigns returned $55 and $68.
  • Nearly 375,000 Utah trips between March and December 2013 are attributable to The Mighty 5 campaign.


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