With the onset of COVID the Utah Of?ce of Tourism developed a strategic plan de?ned and guided by key measured indicators that outlined the path for all communications for the UOT across their paid media, social, public relations, community management, and website content platforms.

Objectives:

Use inspiration and hopeful messaging to positively in?uence and reframe the conversation around COVID-19..

Convert share of social conversation to community-boosting messages and actions that propagate and inspire local business support, encourage self-care and wellness practices, and promote responsible economic activity.

Demonstrate empathy and active support for travel planners and travel dreamers across UOT’s social media channels and trade partners using fresh creative, inspirational content, and timely resources for when the pandemic is over.

Promote thoughtful travel by instilling a responsible travel mindset among our existing Explorer, Achiever, and Family audiences, as well as anyone else who may be considering a Utah trip.

We knew we had to develop a strategy that would provide a long-term roadmap but also flexible enough to account for shifts in information as it was released weekly, even daily. While it would come to life differently in each phase of messaging, inspiration was the ultimate thread to connect each phase of the comeback effort. We wanted to focus on the wellbeing of our core audiences and gradually welcome visitors back to Utah. In addition to inspiration, our efforts centered on three communication pillars, all of which are attributes that Utah is uniquely positioned to offer visitors; Stay Home, Permanence & Openness.