The Uintah County Office of Tourism, in collaboration with Relic, won both a 2017 Telly Award and a 2017 Stevie Award for its “Origin of Adventure” video promoting travel and tourism to the county.
Relic—a local advertising agency based out of Provo, Utah—has been working with the county since 2015.
The Telly Awards has named Uintah County as a Bronze winner in recognition of the campaign’s 30-second video spot. The commercial tells the story of two cartoon dinosaurs, Vern and Al, who meet on a rafting expedition and continue to explore Dinosaurland in Vernal, Utah. Vernal is full of kid-friendly and thrilling activities, from fossil digs to mountain biking and rodeos to fly-fishing. The video has gained over 124,000 views so far.
Uintah County also was named winner of a Bronze Stevie Award in the Travel and Tourism category in the 15th Annual American Business Awards. The campaign features a short children’s story paralleling the video spot, in addition to creative assets, website content, a scavenger hunt and other marketing materials.
“We are thrilled to have received these awards,” said Lesha Coltharp, director of the Uintah County Office of Tourism. “This has been such a fun campaign to be a part of; our whole community really has rallied around it. This is a well-deserved win for the hardworking people who make Dinosaurland the incredible tourist destination that it is.”
Dinosaurland came to Relic with the challenge of promoting the unique destination to kids and their families. The area is most well-known for its “Wall of Bones”—a structure encasing 1,500 exposed dinosaur bones—but not as well known for its outdoor activities, although there are plenty.
“Our creative team came up with the idea of using cartoon dinosaurs during a brainstorming meeting, almost as a joke,” said Colby Remund, Chief Creative Officer at Relic. “But once the initial idea started forming and the names of ‘Vern’ and ‘Al’ were thrown out, it snowballed into today’s campaign. We actually just recently launched the second chapter of Vern and Al’s story.”
Over 13,000 entries from all 50 states and numerous countries competed in the Telly Awards, and more than 3,600 nominations from organizations of all sizes and virtually every industry were submitted this year for consideration in the Stevie Awards.
“Our team is honored to be recognized with a Telly and Stevie Award, especially knowing how prestigious they both are,” Remund said. “We’ve put ourselves into this campaign. Our art director, James Gibson, not only did the illustrations but actually did the voices of both characters for the video. To see all that hard work acknowledged is a great and humbling feeling.”
In January 2017, The Origin of Adventure content marketing campaign won a local SAMY Award from Utah Business Magazine for its children’s book— a short story depicting the same plot as the 30-second video.
The Tourism Office just release a second edition of the video, featuring Vern and Al on their second adventure with two new dinosaur friends. A Book Release event where children can pick up a copy of the sequel to the first adventure will be held on May 13, 2017 at the Utah Field House of Natural History State Park Museum from 10:00 a.m. to 2 p.m.