Struck Wins Utah Tourism Account

Over the past 10 years, creative shop Struck has encouraged tourists to visit Utah through the summer "Mighty 5" and winter "Find Your Greatest" campaigns that boosted seasonal economic growth 30% and 7.4%, respectively.

Despite this success, Utah State Purchasing requires the state launch a mandatory review. Struck's previous three-year contract expired on June 30, 2015 so by law, Utah's Office of Tourism (UOT) launched a competitive review for a new contract.

The incumbent beat out nine agencies to retain the account for a five-year contract. The contract is inclusive of creative development to promote Utah Tourism's umbrella brand's Life Elevated to potential travelers, and paid media.

Its partner since 2011 for media planning and placement is Salt Lake City-based Love Communications.

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The agency has no plans to change up its core strategy, but instead will evolve the program to extend its marketing efforts for year-round messaging versus focusing only two key seasonal initiatives.

In spring 2016, UOT will roll out new creative that plays off the strengths of the "Mighty 5" campaign, which promotes the state's five national parks. For the winter 2015-2016 campaign, UOT will also continue with the "Find Your Greatest" creative that launched last winter that features skiers sharing their favorite spots.

“Utah’s tourism advertising firm has the privilege of promoting one of the most beautiful places on earth, explains Vicki Varela, managing director for the Utah Office of Tourism. “We took this RFP process very seriously, and so did the firms that applied. Our renewed partnership with Struck enables us to take all of our work to the next level, building on Utah’s $7.8 billion tourism economy.”

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