Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Moab board approves $1.8 million contract with Madden, ties 2026 media plan to events and UT co‑ops
Summary
The Moab Tourism Advisory Board approved Madden Media's 2026 plan on Jan. 13. The contract with Madden is $1.8 million; staff reported an additional $300,000 in paid media under MOT-managed buys, for a combined paid media line of about $2.1 million. The plan prioritizes discovery channels (CTV, YouTube), paid social, programmatic, and measurement tied to OTA/transaction data.
The Moab Tourism Advisory Board voted unanimously on Jan. 13 to adopt Madden Media's 2026 media plan, which centers on a funnel approach aimed at discovery, trust and conversion and ties paid buys to several major events.
Leslie Roball, senior director of destination strategy at Madden, told the board the agency will continue tactics used in 2025 — connected TV, YouTube, paid social, programmatic banners, and paid search (including Performance Max) — and will add measurement approaches that use OTA and aggregated transaction data to estimate in‑market spend and length of stay.
"If you're going to purchase a product, if you're gonna go to a place, you need to make sure you understand what it is…
Already have an account? Log in
Subscribe to keep reading
Unlock the rest of this article — and every article on Citizen Portal.
- Unlimited articles
- AI-powered breakdowns of topics, speakers, decisions, and budgets
- Instant alerts when your location has a new meeting
- Follow topics and more locations
- 1,000 AI Insights / month, plus AI Chat
