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• STRATEGIC THINKING 8 ® Going Full Throttle In Utah Utah's open roads offer the perfect opportunity to explore 12.The landscapes ranged from desert to alpine with red ® the state's iconic western landscapes.The Utah Office of rock sandstone highlights,and featured locations including Tourism(UOT)wanted more visitors to discover these roads Swasey's Beach,Goblin Valley State Park,Capitol Reef —especially via the state's remarkable amount of off-highway National Park,Cougar Ridge Resort and Red Canyon. ® vehicle(OHV)trails.The UOT tasked TURNER with showcasing the state's OHV adventure opportunities,both on and off-road The partnership with Kawasaki allowed TURNER to reach which take visitors outside of national parks and introduces a niche audience with timely news about the launch of ® them to the Utah's state park recreation activities. Kawasaki's Versys X-300.Journalists were excited to participate in an experiential FAM with riders of their levels, The timing couldn't have been better.In 2017,Kawasaki was and were given a first look at Kawasaki's product presentation O readying the launch of the X300(or 8983),the renowned demonstrating the bike's key features and benefits.They were brand's latest addition to the Versys line,a low priced,on-and- also able to experience Utah's beautiful open roads on the off road adventure bike.TURNER thought the X300 would be new motorcycles,engaging in a unique and scenic adventure. 0 a perfect match for an OHV trek through Utah. ® Results What we Did Utah+Kawasaki=powerful coverage,with at least 19 TURNER put together the strategic brand collaboration placements appearing in top motorcycle enthusiast between UOT and Kawasaki,inviting key journalists to explore publications,reaching more than 9M potential readers/visitors ® the state's incredible open roads on an X300. (with additional coverage expected to run in The Manual, Overland Journal and Digital Trends).Journalists created Initially,we became experts ourselves,auditing Utah's seven YouTube videos that have earned 137,000 views to e expansive OHV trails through immersion visits and date and more than 300,000 social media impressions.The conversations with Utah's State Park representatives,along with coverage showcased spectacular,only-in-Utah scenery and ® research on outfitters for OHV-related rentals and guided tours. audience for these publications are motorcycle enthusiasts ® who are independent motorcycle adventurers. We also searched far and wide for journalists and photographers ® who were motorcycling enthusiasts(all participants had to have Overall,the project launched a successful brand collaboration a valid motorcycle license).Kawasaki and TURNER secured 18 with Kawasaki that highlighted Utah's iconic scenery journalists/photographers for two FAM trips(nine per trip),with and provided routing for motorcycle enthusiasts in niche ® outlets ranging from enthusiast outlets such Motorcycle Magazine publications.The conversations between Utah Office of Tourism ® and Motorcyle Mojo to lifestyle-oriented media including Gear and Kawasaki are continuing for additional opportunities to Patrol,Escape Brooklyn and The Manual. collaborate in the future on media/PR related efforts. 0 ® The"Full Throttle"itinerary featured a 340-mile ride routed through some of Utah's most incredible scenery,including one of the most beautiful roadways in the world,Scenic Byway 0 ® STRATEGIC MANAGEMENT 0 ® State what experience the agency hos in developing strategic PR and issues management plans. (Examples may be shored and results moy also be included) We have provided case studies in previous sections to address this question. TURNER 91 RFP: 17-10-01