SALT CITY (ABC4) – Utah Tourism Bureau recognized for COVID-19 recovery campaign.

The Utah Tourism Bureau received the Adrian Award for the Travel Marketing Excellence Award, a prestigious competition that recognizes the COVID-19 recovery campaign initiative and powerful storytelling.

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The Hospitality Sales and Marketing Association International, HSMAI, honors the Utah Office of Tourism (UOT) with one silver and two bronze for its 64th annual Adrian Awards.

The awards are the largest, most prestigious global travel marketing competition shared by officials from the Utah Office of Tourism.

“For 2020, HSMAI has redesigned the Adrian Awards to reflect the current travel landscape, with focus categories on corporate social responsibility, crisis communication / management, recovery strategies, and talent and leadership development in addition to the traditional Adrian Award categories,” as stated in one Press release on ABC4.

The Utah Tourism Bureau says its mission is “to improve life in Utah through responsible tourism stewardship.” They say they are delivering on this mission through marketing, administration, and development.

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“Our goal is to empower Utah’s big small businesses – guides and outfitters, hoteliers, restaurants, retailers, and more – by effectively telling the story of Utah,” said Vicki Varela, executive director of the Utah Office of Tourism. “Our marketing is aimed at promoting responsible visits, engaging with our local communities, and helping travelers understand how accessible a Utah adventure can be. Adrian honors that we have created messages that resonate. ”

The following information was provided to ABC4 by the Utah Office of Tourism regarding travel marketing entries:

  • Between the mighty 5 – – Silver. The integrated marketing campaign for consumers. Start 2019 The five national parks of Utah, “The Mighty 5Ⓡ”, have been the subject of successful advertising campaigns in the past. Now the national parks are exposed to a variety of restrictions in the high season due to the high number of visitors. The question / opportunity for UOT and key partners like Struck and Love Communications was to focus on travelers who would extend their length of stay, spend more, explore further and travel better.
  • Small but nice – bronze. Recovery strategy. Start 2020 Along with most other travel and tourism organizations around the world, the Utah Office of Tourism’s planned campaigns were put on hold in early March 2020 as the world searched for solutions to the coronavirus pandemic. Rather than completely eclipsing our marketing efforts with the onset of COVID, the UOT, together with key partners such as Struck and Love Communications, quickly developed a strategic plan that was defined and guided by the key measured indicators that pave the way for all communications for the UOT set out their platforms for paid media, social networks, public relations, community management and website content. In addition to promoting a safe and well-prepared visit, Small but Mighty sought to mitigate the economic loss for the Utah tourism industry and create the destination for a strong recovery when the time was right.
  • Guided by – bronze. Multimedia or video series. In recent years, it has been reported that the Utah Office of Tourism’s powerful storytelling “coincided with a steep increase in park visits that has continued unabated”. It was time for a new narrative, a story told directly by the subject matter experts who were closest to the country and who could responsibly lead visitors on a different path. UOT’s “Guided By” series is based on long-form video content simplified by an effort to promote high quality, well-informed travel to lesser-known places. The series was designed to be inclusive and to represent both a range of demographics for our target audiences.

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The Utah Tourism Office was honored during a virtual celebration on Tuesday, March 23, 2021.