Advertising agency Love Communications was retained by the official nonprofit partner of Zion National Park, Zion National History Association to launch its new identity, Zion Natl Park Forever Project.
After eight decades, this historic change commissioned by ZNHA comes in an effort to provide the private sector with an opportunity of stewardship to maintain the integrity of the park experience now, and forever.
Love Communications’ strategic and creative talent behind The Forever Project has introduced to the public an emotive and engaging call-to-action to financially contribute, at any level, to the park’s highest priorities – Preservation, Visitor Experience, Education, and Sustainability. With record-high traffic of 4.3 million visitors last year alone, The Forever Project is a shining example of how concentrated efforts from the private sector is a successful and necessary model to compensate for flat-to-declining federal funding.
Love’s partnership included the creation of print ads; bus and street signage; Park Store displays; development of a high-gloss Field Guide and marketing collateral; and a visually compelling video produced by Studio Love now on display at the Park Store. The campaign has been rolled out over the course of two months among a gathering of distinguished guests at three VIP events – one in Springdale, St. George and Salt Lake City at Red Butte Gardens. The Salt Lake event, hosted by Scott Anderson, president of Zions Bank, and Kem Gardner, chairman of Gardner Companies, netted a monetary commitment of nearly $500,000 in just one evening.
“The Zion Forever Project is one of the most inspirational clients we’ve ever worked with” said Tom Love, president of Love Communications. “What an honor it is to work with these folks, as well as the leaders of our state, in creating a lasting legacy that’s preserving our national parks for generations. For nearly two decades, we have been privileged to represent some of the state’s most prominent brands and organizations that are at the heart of Utah’s economic and tourism success. When we have the opportunity to connect people and culminate efforts such as the Zion Forever Project, everyone wins and the impact for generations is immeasurable.”
The Forever Project begins a new era of stewardship and support for Zion National Park, and sister parks Cedar Breaks and Pipe Spring National Monuments. Zion was the first national park in the state of Utah and is in a dead heat with Temple Square as the state’s most visited tourist destination. To that end, the health of the state’s economy is interconnected with tourism. Utahns greatly benefit from the $1.2 billion in tourism tax of which Zion plays a significant role. Utah’s tourist economy lifts a more than $1,200 burden per family annually, according to the Utah Office of Tourism.
“We’re extremely grateful to Tom Love and his team at Love Communications. They have been true partners and have invested their time and talent to the success of the Zion Forever Project,” said Lyman Hafen, executive director, Zion Forever Project. “For eight decades as Zion Natural History Association, we’ve been establishing layers of meaningful programs to address the park’s greatest needs, including its first bookstores, a Field Institute, and a Foundation. With the support of Love, we are accomplishing our goal to grow a community of stewardship for Zion and her sister parks that is a model for the world.”
Love continues as agency of record for Zion Forever Project as Zion National Park approaches its 100thanniversary in 2019.