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Board gives green light to agency for billboard creative, directs marketing workshop and PR RFP
Summary
Board instructed county staff and agency of record to develop billboard creative and move forward on marketing planning; members also voted to begin a public RFP process for PR services and asked staff for a focused workshop on paid media and performance metrics.
Board members told staff to engage Love Communications (the agency of record) to prepare billboard creative and to return with three proposed messages for the board and the county commission to review. The board framed the billboard item as time-sensitive because a recently signed county resolution changed allowable messaging; staff said seven billboards are in scope, including three on I‑70 and two at Crescent Junction.
Meeting participants discussed whether to use a single uniform welcoming message across all billboard placements or to vary messages by site (for example, promoting the new Utahraptor State Park or museum exhibitions on some panels and a general "Discover Moab" welcoming message on others). The board asked Love to produce initial creative for review rather than finalize content at the meeting; Love representatives said they were "looking forward to receiving your input" and asked for a short ideation document from board members to guide design work.
Members also directed staff to proceed with a request-for-proposals process to identify a public-relations firm to handle media relations, crisis communications and earned-media outreach. The board asked that the RFP be specific about desired outcomes and that any billable hours be managed within the travel-council budget. Staff confirmed the county’s procurement thresholds and said they would draft the RFP and convene a small selection committee if needed.
Separately, the travel-council marketing director presented a January performance report for co‑op advertising buys. Staff said combined paid media and co‑op buys from October through January totaled about $197,000 to date and reported 10.2 million impressions for the office’s highest-performing campaign (TripAdvisor/Princeline co‑op buy), which staff said has produced a strong return-on-ad-spend figure in their tracking. The board asked staff and the agency to prepare a workshop between meetings that walks members through the paid-media plan, reporting dashboards (TRT collections, Adara hotel-booking data, Google Analytics and social metrics) and the proposed amendment to the agency contract for 2025 planning.
The board also discussed a proposal to contract local content creators for social video and photography. Staff described an initial proposal from Scott Rogers (Fisher Creative) with project-level costs beginning around $10,000; the board asked staff to obtain competing quotes or run a local-preference procurement process as required by county policy.
