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Marketing firm reports 'Basecamp Kanab' campaign driving targeted visitation; county to continue collaboration
Summary
Boncom presented research and creative results for the 'Basecamp Kanab' campaign, reporting targeted audience reach across drive markets and improved efficiency; commissioners praised collaboration and asked for continued support for local businesses and event promotion.
Marketing partners from Boncom (Brett Meldrum, Kenneth Bills and Matt Decker) gave the commission an overview of the 'Basecamp Kanab' branding campaign, describing data sources, audience segmentation and media strategy.
The consultants said they use credit‑card and location data, social listening and ad‑platform signals to identify primary drive markets (Wasatch Front, Las Vegas, Phoenix and parts of Los Angeles) and to target higher‑value visitor segments (older couples and families seeking multi‑day stays). Media placements include billboards, television, radio and targeted digital platforms (Meta, YouTube and programmatic partners); Boncom reported relative cost‑per‑thousand impressions and said targeted digital placements allowed better click‑through to reservation and guide resources.
Commissioners thanked the team, noting positive feedback from local businesses and the tourism industry. Staff reiterated that most tourism tax revenue must be spent on promotion and that roughly $2 million is available for these activities countywide; commissioners encouraged continued coordination between county communications, the tourism office and the private agency to sustain messaging while supporting local events and small businesses.
No formal action was required.
