Expanding Utah Tourism Through Story
To stay relevant and drive year-round interest, the Utah Office of Tourism needed more than seasonal campaigns—it needed a new approach to content.
Inspired by publishers like Afar and Airbnb, we launched a storytelling hub focused on immersive, editorial-style content. We expanded beyond traditional travel pieces to include culture, people, and place—designed to spark curiosity and drive deeper engagement.
Our team rebuilt the content strategy, redesigned the homepage to prioritize stories, and used targeted media to bring readers directly into the experience. The result: increased site and social engagement, a 2017 ESTO Mercury Award, and recognition from Google with a national case study.
Brand • Content Strategy • Design
