Repositioning Utah through stories
That go beyond the Mighty 5
The Brief
Utah offers more than its world-famous Mighty 5 national parks. But with overcrowding making headlines and a persistent perception that the state lacks diversity, those iconic landscapes have often overshadowed what lies beyond them. We partnered with the Utah Office of Tourism to expand the narrative, spotlighting lesser-traveled regions and the people who make those places worth visiting. In its third season, Let’s Talk Utah moved beyond myth-busting to serve as a trusted guide, encouraging responsible travel and sharing new stories that help redefine what it means to visit Utah.
The Insight
Utah is full of experiences travelers haven’t heard of. Highlighting lesser-known itineraries expands how people see the state and where they choose to explore.
The Solution
Through the voices of three local advocates, we invited viewers into a different side of Utah—one filled with unexpected places, rich history, and personal stories. Each advocate was featured in two episodes, covering itineraries like the Southern Utah Pie Trail, the Dinosaur Trail, and the Storyteller Trail. Season 3 tackled topics many destinations avoid, from overcrowding to representation, while reinforcing responsible travel practices like Leave No Trace, hiring local guides, and supporting community-based businesses. These stories not only inspired deeper exploration but aligned with key state itineraries, driving interest across platforms and helping travelers connect with Utah more thoughtfully.
The Results
The campaign generated over 2.1 million video plays and 2.2 million impressions, along with 7,674 paid engagements and 251 link clicks. It captured meaningful interest in lesser-known regions of the state and reinforced the Utah Office of Tourism as a trusted guide for discovering what makes Utah unique.
Beyond the crowds and clichés, discover a utah you haven't seen.
