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Advisory board approves $100,000 digital blitz for spring–summer campaign
Summary
The board voted unanimously to spend $100,000 pre‑authorized by the commission on a digital‑first spring/summer campaign, prioritizing online channels to produce rapid results and allow quick pivots based on performance.
A motion to spend the pre‑authorized $100,000 on a digital spring/summer campaign passed unanimously at the April 8 meeting after a presentation of creative and audience targets.
An unidentified board member who moved the motion argued for digital as the fastest channel to produce measurable results: "I would throw a hundred thousand into digital right now because it'll produce a faster result," the member said, urging immediate placement and iteration.
Board members and staff discussed channel mix and logistics. Ali (MOT creative) recommended prioritizing traffic ads that drive clicks to Moab webpages and newsletter signups, with separate creative rotations for weekend‑trip audiences and longer‑stay visitors. Board members suggested adding YouTube, TripAdvisor/GetYourGuide placements and considering partnered promotions (for example, a suggested Denver‑area partnership with an airline) to stretch dollars.
Staff explained payment and procurement constraints: the office arranged a temporary payment mechanism that unlocked roughly $70,000 immediately for ad buys while credit‑cap issues were resolved, and indicated that anything beyond that will require procurement and commission approval. The board asked staff to report back on campaign performance and suggested that the MOT provide regular analytics updates so the board can recommend additional funding quickly if the campaign performs well.
Outcome: motion approved; staff to execute digital placements under the approved $100,000 allocation and return with performance data and any recommended follow‑on funding requests.
