How Utah Tourism and Aristotle Created a Winning Marketing Campaign Strategy

The Utah Office of Tourism makes sure they’re attracting the right online audience with a unique campaign strategy.


Tourism is a $7.98 billion economy in Utah and it’s the Utah Office of
Tourism’s job to keep it growing by promoting their state parks and vibrant
cities to out-of-state travelers. But as late as 2013, when Jay Kinghorn
was appointed as the office’s Director of Communications and Digital
Strategy, they still didn’t have the online and mobile presence they needed
to stay competitive in an increasingly digital world.

They found the expertise they needed in digital agency Aristotle, Inc.
Aristotle began managing the Office’s AdWords accounts, and in February
2015, they also helped re-launch VisitUtah.com with optimization for
all devices.

Since the Utah Office of Tourism doesn’t offer bookings
directly, they needed a different way to measure their
marketing’s success.

Site engagement seemed the surest way to gauge whether their advertising
was truly drawing potential travelers to book a visit. Kinghorn’s team was
already producing relevant content with original photography and copy to
showcase the state’s unique destinations. So together, they designed ad
campaigns for specific travelers, ranging from millennials to families, that
would help them discover this unique content and encourage them to
book a visit to Utah.

The creative, website-centric campaigns help the partners
determine whether they’re reaching the right audience with their ads.

Together, they saw a remarkable lift in site engagement on mobile: up 374%
compared with the previous year. They were also able to capture specific
measurements of success, like whether visitors explored multiple pages
of the site per visit—a figure that went up 6.8% on mobile.

The success has much to do with the closeness of the partners’
collaboration. As Sarah Stashuk, Director of Digital Media and SEO at
Aristotle, puts it: “When we have our monthly calls, it’s like we’re sitting
at the same table, solving the same problems, working together to make
it happen.”

  • new-google-logo-2015
  • aris_pp_logo_for-on-light-bg
  • utah_life_elevated_orange
  • sear

increase in mobile website visits over the prior year

increase in pages viewed per session by mobile visitors

increase in the completion of specific engagement goals by site visitors
“Finding the right agency is critical to our agency’s success. Aristotle’s collaborative approach and strong technical background have helped us better serve prospective travelers and exceed our internal goals.”Jay Kinghorn, Director of Communications and Digital Strategy for Utah Office of Tourism
“I’ve been impressed with the Utah team from the beginning. The level of thoughtfulness, intelligence, creativity and coordination is consistently high, which makes it a pleasure working together to create engaging content.”Sarah Stashuk, Director of Digital Media & SEO for Aristotle Inc.
Conor Hennelly graduated from Ave Maria University with a BS in Philosophy and has five years’ experience in marketing. Prior to joining the team at Aristotle in April 2015, Conor assisted with client communications and marketing efforts at a national engineering firm. At Aristotle, he helps attract and onboard new clients and provides marketing strategy as well as assistance in developing communications materials.
The Layman's Guide to Website Performance
Hidden Costs of Traditional Phone Systems