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441 �� 0 7 CREATIVE ABILITY 0 Utah's Road to ighty 0 In 2014,the Utah Office of Strategy & Approach pitched Road to Mighty to writers Tourism(UOT)launched The Local Partners:While attending at:Travel+Leisure;CN Traveler; 0 Mighty 5,a marketing campaign tourism conferences throughout SHAPE,Gear Patrol,SELF, Esquire, highlighting the Beehive State's the state,the PR team researched Women's Health, Food Network, best-known assets—its five specific,hyper-local activities(such CNN,Travel Channel,Delta Sky, 0 spectacular National Parks. as Get in the Wild Canyoneering Forbes Travel Guide,The Denver The good news:The campaign and Yoga Adventures)that visitors Post and more. was one of the most successful could experience outside of the in the UOT's history.The bad National Parks.TURNER hosted Online Content:The UOT team news:The Mighty 5's success quarterly webinars to educate created more than 100 web pages resulted in the unintended partners on communications efforts to support their Road to Mighty consequence of more travelers and "how-to"talks on finding campaign,which included driving visiting Utah's national parks journalists, pitching media,hosting, itineraries to all the Mighty Five than anticipated.Infrastructure developing angles,and more. parks,plus a popular route to0 was taxed,especially at Arches Yellowstone(a top search for 2015 National Park and Zion National Pitch Angles:UOT and TURNER on Google);new photography for Park,resulting in overcrowding . targeted national and regional use in marketing, PR and social and threatening the visitor adventure and travel media media;and video content for social experience. through monthly pitch angles that media distribution. s incorporated key points of interest In order to extend and evolve the and experiences along the Road to Evaluation Mighty 5 campaign,while at the Mighty,including those specifically Although official state tourism same time encouraging visitors to called out in the advertising results are not yet available for 2016, 0 explore lesser known Utah natural campaign. counties along the Road to Mighty areas and cultural attractions,the reported increased transient tourism UOT developed the campaign in Press Trips:UOT and TURNER room tax in 2016.Examples include: 2016. invited targeted national media to Emery County(up 6.9 percent); visit the destination on individual Iron County(up 17.5 percent);Kane TURNER,the Utah Office of and group Road to Mighty County(up 20.8 percent);and San Tourism's Public Relations Agency themed press trips throughout the Juan County(up 24.5 percent). of Record,supported the Road campaign,with particular emphasis Based on Strategic Marketing& to Mighty marketing campaign on capturing media attention Research,Inc.data,1,034,175 Utah throughout the spring and for editorial just before the busy trips are attributable to the Road to summer of 2016 through media summer tourist season began. Mighty marketing campaign. familiarization(FAM)tours,feature pitch angles,and in-market desk i In-Market Media Desksides:UOT Overall media relations efforts from side meetings,all working in . PR and TURNER set meetings UOT's FY'15 through February 2017 tandem with extensive broadcast in three top media markets in I garnered more than$15 million in advertising and digital display New York City,Atlanta,Denver, I advertising value and more than 1.3 advertising. Portland and Seattle.During the I billion total circulation/impressions, 47 one-on-one meetings,the team I through 51 print clips and 149 : 0 0 0 TURNER7$ — ..._. RFP: 17.10-01 ..................................... 0