The Utah Office of Tourism and its creative agency, Struck, received top honors from the National Council of State Tourism Directors’ Mercury Awards, recognizing The Mighty 5 national parks marketing campaign.
The state won two awards: best overall branding and integrated marketing campaign, and best television broadcast advertising.
“The Mercury Awards are the Academy Awards of our business, and the category we won is like getting best picture,” said Vicki Varela, Managing Director, Utah Office of Tourism, Film and Global Branding. “We are deeply honored to be recognized for our breakthrough Mighty 5 campaign.”
The Mercury Awards were established by the U.S. Travel Association to recognize state tourism offices for excellence and creative accomplishment in state or territory destination marketing and promotion.
The Mighty 5 campaign includes targeted broadcast, print, outdoor and digital placements, as well as hand-painted murals in Los Angeles and building wraps in Colorado secured by media partner Love Communications. It features the beauty and accessibility of the state’s national parks. The television commercial can be viewed at http://www.youtube.com/user/utahtourism.
In a research report conducted by Strategic Marketing & Research, Inc. (SMARI), the following results are directly attributable to The Mighty 5 campaign launch:
- The campaign reached nearly half of the target audience, or about 5.75 million households.
- It returned $126 in visitor spending for each advertising dollar invested. The 2011 and 2012 non-winter campaigns returned $55 and $68.
- Nearly 375,000 Utah trips between March and December 2013 are attributable to The Mighty 5 campaign.
The Utah Office of Tourism, an agency within the Governor’s Office of Economic Development, promotes out-of-state visitation to Utah through integrated communications, marketing and travel trade initiatives. Tourism in Utah is a $7.5 billion industry, which last year generated $1 billion in state and local tax revenue. The Utah tourism industry employs an estimated 129,000 Utahns.
Struck (www.struck.com) is a digital-forward creative agency with offices in Salt Lake City, Los Angeles and Portland. Struck believes in making brands “Greater Than” through forward thinking, creativity and innovation. The agency develops powerful brand solutions and experiences for clients in the travel & tourism, restaurant & franchise, entertainment, active lifestyle/fitness, and luxury industries. Clients include Utah Office of Tourism, Deer Valley Resort, Jack in the Box, PROBAR, Nickelodeon, DreamWorks Animation, and Warner Bros.