Utah
Background
In 2022, The Statista Research Department ranked Utah 30th among U.S. travel destinations, with 28% of adults visiting the state. States like California, Colorado, and Arizona, which also boast iconic national parks, ranked higher in visitation. California draws visitors with Yosemite and Joshua Tree, Colorado showcases its Rocky Mountain National Park, and Arizona captivates with the Grand Canyon. While popular destinations like Florida and New York lead with 61% and 54% of visitors, Utah has untapped potential to rise as a must-visit location for travelers seeking unique experiences.
Challenge:
Change Utah’s perception as a boring, overlooked state and position it as a unique and exciting destination.
What we know about Utah:
Has five national parks: Arches, Bryce Canyon, Canyonlands, Capitol Reef, and Zion.
Known for its diverse landscapes including deserts and mountains.
The Mormon community is a significant part of Utah's identity and culture.
What we found:
According to Travel Agent Central, 81% of parents said they are likely to travel with their children in the next year, and many families are planning to increase their travel spending.
During a Travel Age West survey, 76% of respondents said their children are the main inspiration for taking a family trip.
According to Travel Age West, top priorities for family travel include having children discover new places and new experiences, bonding and growing closer as a family, and to relax and unwind.
The Consumer
Dan, 39
Fargo, North Dakota
High School Teacher & Coach
Truth
Utah is a boring state with little to offer.
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Dan is practical, organized, and family-oriented but also enjoys exploring new destinations with his wife and kids. He values efficiency and reliability, preferring vacations that are straightforward yet offer a touch of adventure for the whole family.
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Dan loves spending quality time with his family and enjoys activities that bring them closer together, especially outdoor adventures. He values simple, memorable experiences that allow him to bond with his wife and kids.
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Dan's pain points include feeling overwhelmed by the number of popular, crowded destinations that are often expensive and overhyped. He also struggles to find new, unique vacation spots that offer fresh experiences for his family without sacrificing comfort or safety.
Tension
I’d visit Utah, but I’m sure I’d regret it.
“Ain’t nothing to do in this boring-a* city”
— Charles Barkley, commenting on Salt Lake City during a TNT broadcast.
The Opportunity
The Utahraptor
While Colorado and Arizona fill their Instagram feeds, Utah sits on five national parks and a 50-million-year-old secret: the Utahraptor. The dinosaur you've never heard of was only found here. Utah has a unique opportunity to leverage the Utahraptor in its marketing by showcasing this 25-foot-long dinosaur, which is the largest raptor ever found. Featuring the Utahraptor in campaigns could differentiate Utah from other destinations by emphasizing its prehistoric heritage. Bringing attention to the Utahraptor can ignite curiosity and excitement, creating a memorable, unexpected connection to Utah’s five national parks.
The Discovery of Utahraptors
Strategy
Mini Manifesto
Utah's national parks are about to become a living, breathing prehistoric playground. Imagine hiking through Zion, camera in hand, when a Utahraptor appears. Life-sized. Unexpected. Realistic (but completely fake). These Utahraptors are about to crash Utah's national parks, turning predictable vacation photos into prehistoric encounters. No warning. No explanation. Just dinosaurs where they shouldn't be (and the social media buzz that follows). Nothing says "Utah isn't boring" quite like stumbling across a raptor in Zion National Park. And this is only the beginning. An exclusive partnership with Pokémon GO will let players catch limited-edition Utahraptors, hidden only in the heart of Utah. Get ready to unearth a 50-million-year-old secret and unlock an adventure that's been waiting for millennia. Welcome to The Discovery of Utahraptors.
Creative
Organic Posts
Pokémon Go
Find the Fossils
This interactive experience invites visitors to explore Utah’s parks to find hidden fake fossils marked with a green ribbon. Each fossil discovered comes with the chance to win exclusive prizes including free park passes, guided tours, local restaurant giftcards, etc. Every find offers a deeper connection to the story of Utah’s landscapes and history.
