Challenge:
Sustain Utah’s visibility and emotional connection during the Covid-19 travel shutdown by leveraging the state’s cinematic legacy and existing ambassador relationships. Reinforce Utah’s image as “America’s Film Set” and lay the groundwork for long-term interest in film tourism from the DACH market and beyond.
Solution:
● In May 2019, German film tourism blogger Andrea David visited Utah as part of a press trip, exploring iconic filming locations across the state. Building on the success of that trip, a digital storytelling campaign was launched during Covid-19 to keep Utah top-of-mind during the travel pause.
● The #UtahFromHome campaign in May 2020 included: 5 Instagram posts generating 1.4 million impressions and 107,902 likes
● 36 Instagram stories and a Facebook posts
● Thematic storytelling based on three genres: Western, Sci-Fi and Adventure
● A UOT website traffic push via linked itineraries Community survey: 64% responded “It’s high time!” to “Ready for a film road trip in Utah?”
● Additional campaign exposure via agency’s own social channels
● Close coordination with UOT and the Utah Film Commission to ensure narrative alignment
Results:
Long-term strategic collaboration with Andrea David and a multi-tiered content and brand partnership established. Collaborations include: Utah featured on the cover of Andrea’s book: “Szene für Szene die Welt entdecken“, enduring media presence via print distribution, estimated ROI: 3:1 EMV through long-tail brand exposure, Andrea documented and promoted the new trail during a targeted FAM trip, estimated ROI: 5:1 via traffic, social reach and direct itinerary interest, cost-per-engagement 50% below industry average Utah State Capitol Exhibition. Andrea’s photography featured in a prestigious public exhibition, cultural prestige, earned media through local coverage and government amplification, estimated ROI: 7:1 EMV through public validation and awareness
● Total impressions during the campaign: 1.4 million+
● Campaign reinforced Utah’s cinematic identity at a time when few destinations were actively visible
● Generated high social engagement with minimal investment, showcasing exceptional creator-destination brand fit
● Development of film-specific itineraries with tour operators due to market response
Investment: $20,000. Total ROI: $3M+ (direct and indirect media value, tour operator activation, cultural positioning)
