Utah begins ad campaign promoting national parks
Wednesday , March 26, 2014 - 1:50 PM
SALT LAKE CITY -- Beginning this week, residents in U.S. westerncities will see dramatic images of Utah’s Mighty 5national parkson their favorite television programs, websites, digital billboards andmagazines.
Thecampaign builds on last year’s marketing success, which contributed to 6.3million visits to Utah’s national parks in 2013. Utah’s Mighty 5 national parksinclude Zion, Bryce Canyon, Capitol Reef, Canyonlands and Arches.
“Peoplefrom all over the world are making bucket list goals to experience all five ofour national parks for other worldly scenery and adventure,” says Vicki Varela,Managing Director of the Utah Office of Tourism, Film and Global Branding, anagency of the Governor’s Office of Economic Development. “The word is out thatMother Nature played favorites with Utah. We are a bucket listdestination.”
Forthe next four weeks, The Mighty 5 television ad, a cinematic portrayal of onefamily’s adventure to Utah’s five national parks, will run on prime-timetelevision in eight major Western cities. Additionally, in San Francisco,outdoor ads highlight the iconic attractions in each park. In Denver, residentswill have the opportunity to enter a sweepstakes to win a trip to Utah toexperience the Mighty 5 first hand. In selected cities nationwide, digital adswill lure visitors to www.visitutah.com,where prospective travelers will find tailored itineraries for familytravelers, adventure junkies and solace seekers to plan the perfect Utahgetaway. To view the 60-second television ad, visit www.visitutah.com/parks-monuments/mighty5/.
Thetourism 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. Thisgenerated $960 million in state and local taxes. Market research by anindependent firm demonstrates that the Mighty 5 advertisement influencedapproximately 374,000 travelers to Utah. For every dollar invested in thecampaign, the return to the state in actual booked travel was $5.90.
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