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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 "Moab as the soul of the American Southwest," and outlined editorial pillars — adventure, culture, food, community, film and astrotourism — intended to broaden off-season visitation and attract longer stays. "We really want to invite people to stay here for many days because there’s so much to unpack," a Camp Stories representative said.
Madden Media presented campaign performance figures that the board had not previously discussed in detail: more than 62 million impressions and over 700,000 clicks from June through the recent campaign window, 225,000 new users driven to the destination website and, importantly, "over 14,000 room nights that we can specifically attribute to our campaigns," a Madden presenter said. Madden described a three-stage approach — discover, trust and convert — using 22 media tactics and a mix of paid and long-form content.
Camille Johnson of the Utah Office of Tourism reviewed state resources available to local partners, including a 1:1 co‑op marketing grant for tourism public-sector organizations and nonprofits and a research dashboard at travel.utah.gov. Johnson said the state offers educational workshops (astrotourism, agritourism, creative economy) and partner toolkits to help communities leverage earned media and marketing investments.
Board members pressed the agencies on perception issues — cost concerns, divisive issues such as e-bikes, and how the campaigns reach different audience segments. Camp Stories said it is intentionally pitching writers with diverse travel profiles and training local storytellers to broaden coverage. Madden stressed attribution and audience targeting as the reason the team can tie room nights to ad spend.
The agencies emphasized next steps: continued stakeholder interviews, more targeted pitching to journalists, and a November–January cadence of deliverables that will feed creative and campaign deployment in 2026.
The board received the presentations and scheduled further review at upcoming meetings.
