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Moab tourism partners unveil year-long branding and media push, cite measurable gains
Summary
Agency partners — Camp 4, Camp Stories, Madden Media and the Utah Office of Tourism — presented a coordinated branding and PR strategy Nov. 11, reporting millions of impressions, tens of thousands of attributable room nights and a multi-phase plan to shift perception and extend visitor stays into shoulder seasons.
Agency partners working with the Moab Tourism Advisory Board presented a coordinated branding and earned- and paid-media strategy on Nov. 11 they say is already producing measurable results.
Steve Berry of Camp 4 said the project is about a month into an 11-month engagement and remains in a discovery phase; the team will return Dec. 9 with preliminary findings and deliver a phase-one summary at the board’s January meeting. "We started our stakeholder interviews. We developed our stakeholder list," Berry said, calling recent community "porch light" sessions "very successful."
Camp Stories, the board’s PR firm, described a North Star positioning that frames…
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