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Maven Media outlines 'The Edge' winter creative, explains measurement plan
Summary
Maven Media presented a winter creative concept for Moab — 'the edge' — and described tactical plans (15/30s video, Meta remarketing, Google Performance Max, Azira attribution) and proposed a January workshop to review ROI data; board focused questions on metrics, season timing and return on bed‑tax revenue.
Leslie from Maven Media presented the tourism office’s winter creative and media strategy at the Dec. 9 meeting, describing a concept called "the edge" and a multi‑channel plan to deploy 15‑ and 30‑second video spots, companion banners, Meta remarketing and partner placements on YouTube, TripAdvisor and OTAs.
Leslie said the campaign will target five consolidated audiences (family travelers, nature lovers, retired travelers, weekend warriors and outdoor adventurers) drawn from a longer segmentation exercise. For attribution the team is working with a partner named Azira; Leslie said once the campaign hits a scale threshold (500,000 impressions) Azira can link ad exposures to later in‑market visitation and provide spend‑to‑footfall insights.
On measuring success, Leslie said channel metrics differ: Meta optimizes around click‑through and on‑site engagement, Google Performance Max aggregates across search, video and display, and some OTA buys (Epsilon, Sojern) allow later breakouts of geographic origin and lodging vs. incidentals. "We know our main charge is to increase bed‑tax collections," Leslie said, and proposed a separate January workshop to walk the board through performance reports and return‑on‑investment detail.
Board members pressed on timing (several members suggested mid‑February to early March as higher ROI than January) and asked how the office will ensure town businesses are open when visitors arrive. Maven agreed to a January workshop and monthly performance conversations to align creative with on‑the‑ground readiness.
Next step: Maven will share creative assets and set up a January session to present deeper performance data and a plan for optimizing spend by audience and channel.
