Case studies from Struck for the 2014/2015 Summer and Winter campaigns developed for the Utah Office of Tourism, including results verified by an independent third party.

1. 2014-2015
UtahOfficeofTourism
CaseStudy

2. TheMightyFive®
SummerCampaign

3. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
2015Logos
Challenge
What do you do when most people mistake your most prominent
landmarks for other states? More than two-thirds of travelers said they
wanted to visit the American West. Another majority of that group
expressed interest in visiting at least one national park during their travels.
But fewer than 10% of travelers had even considered visiting Utah—a
western state packed with national park destinations.

4. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
2015Logos
Insight
Travelers live in three exploratory worlds—Dreaming, Planning and
Experiencing/Sharing. As agency of record for the Utah Office of Travel
and Tourism, we had a singular focus—get people to dream about Utah.
Knowing our core audience wanted what Utah has to offer, the insight
was simple: Tell the story of an epic adventure that couldn’t be
experienced anywhere else by branding the experience into a bucket
list item that cannot be missed. Only one state offers the chance to
experience the Mighty Five.

5. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Digital

6. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Rich media execution on USAToday.com
User journey/landing page
Banner ad

7. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Print&OOH

8. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Print ad in Alaska Airlines publication OOH pedestrian boards in San Francisco

9. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Television

10. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®
Results

11. STRUCKUTAHOFFICEOFTOURISM-THEMIGHTY5®

12. FindYourGreatest
WinterCampaign

13. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
2015Logos
Challenge
For years, the primary message of Utah’s winter campaign focused on accessibility
—nearly a dozen resorts within 45 minutes of the Salt Lake International airport,
bars and restaurants slope-side, and just down the road in Salt Lake City. But the
message lacked an emotional punch. Similarly, the iconic tagline “The Greatest
Snow on Earth” needed a stronger connection to the audience. Why is it great?
How will I know it’s great? It was time to create a campaign directed to winter
travelers re-introducing why Utah truly is “the greatest”.

14. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
2015Logos
Insight
Client research indicated a strong recall for the state’s “Greatest Snow on Earth”
tagline that has been adopted and used in many places over the past 10 years.
The phrase had high awareness but previous communications failed to bring an
emotional and contextual element to the phrase, Our solution focused on
expanding the definition of “The Greatest” to include the various types of
“greatest” winter experiences that could be discovered in Utah. We highlighted
six real storytellers that have unique points of views and connections to the state
as the focus of the campaign.

15. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
DigitalHub

16. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST

17. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
Print&OOH

18. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
Print ads in Ski Utah and Transworld Snowboard

19. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
Digital Billboards

20. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
TV/Video

21. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST
Results

22. STRUCKUTAHOFFICEOFTOURISM-FINDYOURGREATEST

23. Thanks.