Utah Office of Tourism Uses Mighty 5® Campaign to
Lure Out-of-state Visitors to Southern Utah
Building upon the strong success of last year’s campaign,
visitation to Utah’s national parks poised for continued growth.
Salt Lake City, March 26, 2014 – Beginning this week, residents in U.S. western cities will see dramatic images of Utah’s Mighty 5® national parks on their favorite television programs, websites, digital billboards and magazines.
The campaign builds on last year’s marketing success, which contributed to 6.3 million visits to Utah’s national parks in 2013. Utah’s Mighty 5 national parks include Zion, Bryce Canyon, Capitol Reef, Canyonlands and Arches.
“People from all over the world are making bucket list goals to experience all five of our national parks for other worldly scenery and adventure,” says Vicki Varela, Managing Director of the Utah Office of Tourism, Film and Global Branding, an agency of the Governor’s Office of Economic Development. “The word is out that Mother Nature played favorites with Utah. We are a bucket list destination.”
For the next four weeks, The Mighty 5 television ad, a cinematic portrayal of one family’s adventure to Utah’s five national parks, will run on prime-time television in eight major Western cities. Additionally, in San Francisco, outdoor ads highlight the iconic attractions in each park. In Denver, residents will have the opportunity to enter a sweepstakes to win a trip to Utah to experience the Mighty 5 first hand. In selected cities nationwide, digital ads will lure visitors to www.visitutah.com, where prospective travelers will find tailored itineraries for family travelers, adventure junkies and solace seekers to plan the perfect Utah getaway. To view the 60-second television ad, visit www.visitutah.com/parks-monuments/mighty5/.
The tourism industry is one of the largest contributors to Utah’s economy. In 2012, the most recent year with complete data, travelers spent $7.4 billion. This generated $960 million in state and local taxes. Market research by an independent firm demonstrates that the Mighty 5 advertisement influenced approximately 374,000 travelers to Utah. For every dollar invested in the campaign, the return to the state in actual booked travel was $5.90.
For more information on visiting Utah or the Utah Office of Tourism, please visit www.VisitUtah.com or call (800) 200-1160.
Facebook: https://www.facebook.com/utahofficeoftourism
Twitter: https://twitter.com/VisitUtah
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About Utah
Home to five national parks, The Mighty 5®, 43 state parks, seven national monuments, two national recreation areas and “The Greatest Snow on Earth®,” Utah represents the best of both the Rocky Mountains and the Desert Southwest. Whether it’s heart-thumping downhill skiing, picturesque fly fishing, gravity-defying rock climbing, serene bird watching, thrill-seeking white water rafting or just communing with nature, Utah has it all — holding true to the state’s “Life Elevated®” brand.
