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Moab board approves agency media plan and authorizes immediate spend subject to subcommittee review
Summary
The Moab Tourism Advisory Board voted June 10 to approve a media plan developed with agency Madden and allow the Moab Office of Tourism to begin media spending, with the executive subcommittee to review final details.
The Moab Tourism Advisory Board voted on June 10 to approve a marketing and media plan developed with agency Madden and authorized the Moab Office of Tourism to begin media spend, subject to further review by the board’s executive subcommittee.
Board Chair Laurie McFarland opened the discussion and staff introduced Madden’s creative and media strategy. Madden representatives described a four-part campaign focused on changing brand perception, extending length of stay, diversifying audiences and shifting seasonality. The plan identifies target audiences (approachable-luxury travelers, soft-adventure seekers, activity planners and arts/food/photography enthusiasts) and separates markets into Drive (Denver, Salt Lake City, Phoenix), Fly (New York, Texas, Chicago, Los Angeles, San Francisco, Philadelphia, Washington, D.C.) and a proposed test market (Dallas–Fort Worth).
Madden’s media recommendations include paid social (Meta, Pinterest), programmatic display and Google Performance Max, connected-TV placements, strategic digital out‑of‑home and OTA partnerships (Expedia, Hopper, TripAdvisor) for conversion tracking. Staff emphasized dashboards and KPIs will be used to measure performance and refine the plan.
Board members asked about timing and audience segmentation. Staff and Madden said the seasonal plan would launch mid‑June with heavier summer investment, then continue through fall and into a lighter winter program; exact start dates and spend levels were not specified in the public transcript.
A motion to approve the media plan and allow spending while the executive subcommittee reviews details passed by voice vote; board members present indicated unanimous support.
The board directed the Moab Office of Tourism and Madden to proceed with implementation, to route final tactical adjustments through the executive subcommittee, and to provide monthly performance reporting so the board can monitor progress toward the board’s strategic goals.
