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Moab office and Madden Media roll out $2M media plan; state co-op grant nets $146,000
Summary
The Moab Office of Tourism and agency Madden Media described a multi-channel $2 million marketing plan to target shoulder-season visitors, report initial ad production and performance metrics, and announced a $146,000 state co-op grant awarded to the office.
The Moab Office of Tourism and its agency Madden Media presented a $2 million marketing plan focused on increasing visitation, extending length of stay and boosting shoulder-season visits, board members heard Aug. 12. Madden said it has produced more than 160 distinct ad variations and is placing buys across search, social, OTAs and targeted travel channels.
The announcement came at the Moab Tourism Advisory Board meeting where Leslie Roball, senior destination strategy director at Madden Media, reviewed creative strategy, channel mix and tracking approaches. Roball said the campaign is “rooted in that strategy shaped by your brand story, guided by those goals” and stressed tailoring creative to audience segments.
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