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Board hires Madden Media, approves Real Creative video vendor and backs Utah Office of Tourism co‑op application
Summary
The board approved a contract with Madden Media (onboarding) and selected Real Creative for a social/video content contract; it also voted to recommend applying for a Utah Office of Tourism international opt‑in co‑op and authorized up to $40,000 in local match/support.
During the meeting the board moved forward on a package of marketing and content decisions intended to respond to falling transient room tax receipts and a new marketing strategy.
Madden Media Madden Media senior strategist Leslie Roball introduced her team's approach and timeline for the newly awarded destination marketing contract. Roball said Madden will work with staff and a marketing committee to define key business objectives (KBOs), set KPIs (impressions, room nights) and produce creative for a phased campaign. She recommended a 5–8 person working committee that meets frequently during campaign setup with quarterly high‑level reviews thereafter.
Video production procurement Staff presented competitive quotes for a short documentary/social video package intended to supply licensed assets to the office. Three proposals were shown: Fisher Creative (approx. $49,982), Real Creative (approx. $19,000–$24,000), and 3TR Media (less competitive). Staff recommended Real Creative on cost and fit; Real Creative proposed four mini‑documentary videos (1–2 minutes) and shorter social edits to total roughly 8–12 minutes of finished assets with full county licensing for reuse. The board approved Real Creative on a voice vote (the motion passed unanimously).
UOT co‑op opt‑in Staff also reviewed the Utah Office of Tourism opt‑in opportunities and recommended participation across several international markets to leverage Utah’s statewide marketing buys. Markets discussed included Canada, Australia, China and several European trade options; staff asked the board to authorize up to the $40,000 the county had budgeted to ensure flexibility in market mix and to secure application deadlines. The board voted to recommend applying for the full co‑op and approved up to $40,000 to support international opt‑in programming; staff will present the recommendation to the county commission for formal approval.
What happens next: Madden will begin an in‑market kickoff and staff will finalize a marketing committee and review cadence. Staff will execute the Real Creative contract and return to the board and commission with application/contract paperwork on the UOT co‑op.
