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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.
Why it matters: The plan directs a large, coordinated ad investment toward converting potential visitors into multi‑day stays and toward off‑peak travel dates, which could affect hotel occupancy, local businesses and the board’s transient room tax revenue stream.
Madden described the buy as distributed across 22 channels and emphasized conversion and measurement. Roball said the media plan allocates about $250,000 to performance-driven channels (Google, Meta) and substantial spend to OTAs, international and travel-endemic placements. She told the board the agency is using creative variants to match specific audiences and cited tools that report booking and return-on-ad-spend data for some buys.
Nick (staff member, Moab Office of Tourism) briefed the board that Madden and the office meet weekly and that the agency handled an in‑market visit in spring. He credited Madden with producing more creative variants than previous campaigns and with building a program that can be optimized as data arrives.
The board was also told the office received a state co‑op grant of $146,000. Nick and Madden credited Ben Frederigo and agency staff for assembling the application; board materials show the co‑op award was among the higher awards statewide. Roball said the agency will align its media work with the grant when appropriate.
Board members asked about creative direction, measurement and asset rights. Roball said Madden is using mostly existing photography and that the office is assembling an asset library and clearing usage rights. When asked how conversion will be tracked, Roball said reporting varies by buy: “Some of these buys, for example...with Expedia...you get very specific reporting that says...you booked, this is our return on ad spend. Some of these other ones, we're more looking at engagement on the site or time on site.”
The office said it will provide fuller reporting at a future meeting and will supply board members with additional creative examples outside the public presentation.
Ending: The board did not take formal votes tied to the Madden presentation at the meeting; staff said campaign execution will continue and that performance reports will be provided at a later date.
