Only in Utah

There are so many things that you’ll find “Only in Utah.” Of course, there are the national parks. And the incredible powder. And the slot canyons. But travelers already know those. If we want to get them to stay longer, we have to get a little weirder. With the mix of film-inspired short-form videos taking over travel social media and saying “no to normal” tourism, we dreamt up a fantastically whimsical series uncovering things you can only find in Utah.

THE ASK: Visit Utah was looking for ways to increase length of stay and quality of visitation while maintaining an informational, yet entertaining, presence.

THE INSIGHT: If we want them to stay longer, we have to get a little weirder by showing the sides of Utah that are rarely advertised.

THE APPROACH: We’ll excite an audience looking for experiences that are outside of the box through a fun and quirky episodic social-first series.

Meet Ivy & Aloe

One loves exploring the great outdoors. The other needs to be watered every three weeks. Meet your guides to all things weird and wonderful across the state of Utah.

RESULTS: After the first episode received an exceptionally warm reception on social, Only in Utah launched as a microsite on VisitUtah.com. The series performed exceptionally well and continues to receive excellent engagement and very positive sentiment.

Team
Creative Director: Elissa Kevrekian
Art Director: Stevie Yochum
Writer: Ryan Coons
Designer: ‘Apikale Fouch
Producers: Kate Adolphson
Videographer: Ian Langenhuysen