Planning for this Southern Utah campaign began a full year in advance. I developed the comprehensive project plan that served as the foundation for this initiative, leveraging an always-on campaign strategy to bring continuity to what had previously been two separate seasonal campaigns. A critical component was ensuring messaging and content to support responsible recreation were embedded in every phase.

I brought together the client, media partners, and internal teams to align on shared goals and budget priorities. This collaboration culminated in a creative brief that emphasized love and respect for Utah - pivoting distinctly away from an approach that would not result in perpetuating over-tourism. Key messages encouraged destination stewardship, Leave No Trace principles, and delivered compelling content designed to inspire mindful exploration of Utah’s landscapes.

Armed with a creative brief and a loose itinerary, the Struck team embarked on a five day roadtrip to scout and get inspired. Scenic Byway 12, three national parks, five state parks, one bout of COVID later, we had an idea for a concept.

After client approval, I got to work. Securing production partners and talent that were within the client’s budget parameters, we shot content over eight days spanned across three months that featured all four seasons.

I couldn’t tell you the mileage we put down on the vehicles. We covered a lot of terrain.

We wrapped filming in November (in a snowstorm). Just in time for the Holiday Blitz portion of the campaign to launch six weeks later.

Wrangling content with an eye on prioritization, I led the team to edit the primary campaign video and multiple versions of digital assets to meet this deadline. I partnered with the website and social media teams to provide content to support their efforts.

After the flurry of the Holiday Blitz, we got to take a second and breathe. For about a day.

Diving back into the content and initial metrics provided from the holiday blitz performance, I led the team to create all executions for the entire funnel. Brand awareness and aspirational at the top, through to lower funnel placements focused on visiting responsibly and Leave No Trace.