Integrated Efforts with Utah
TURNER aimed to make The Mighty 5™ even mightier, increasing awareness of Utah’s iconic Mighty Five National Parks (Arches, Bryce Canyon, Canyonlands, Capitol Reef and Zion) among print and online media, as well as new geographic consumers.
What We Did
TURNER reached out to priority media contacts in the outdoor/adventure and general travel verticals, highlighting appealing aspects of The Mighty 5™, such as guided tours, affordability, popular gateway cities and accessibility, as appropriate angles for current editorial calendars, all-season stories, and fresh takes on the classic American road trip.
Our digital team created a Tumblr micro-site packed with inspiring, diverse content (images, video and text) that told the story of The Mighty 5™, drawing from the Utah Office of Tourism’s existing assets, as well as material found throughout Tumblr. Additionally, the team designed the #MyMighty5 sweepstakes, encouraging users to submit their own posts, and lending another level to the authentic voice of the campaign.
The Mighty 5™ looks great in photos and videos – but it looks best in person. With that in mind, TURNER secured several individual press visits to one, several or all of The Mighty 5™ national parks. These “solo” trips allowed for a wide variety of narratives, from affordable to luxury to extreme adventure.
Thanks to proactive pitching, media visits and the in-market press tour, TURNER garnered coverage in top outlets within Utah’s targeted publications, including Travel + Leisure, Outside, Budget Travel, Sunset, MapQuest.com and ShermansTravel.com. The first social destination marketing campaign of its kind for the brand, the launch of the Tumblr microsite allows Utah to use it during future iterations of the campaign. In addition, the hashtag #TheMighty5 saw nearly 250 Instagram photos over the course of the two-month digital campaign.