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Special Project

Special Project
From the 10th Annual Shorty Awards

Visit Utah - More Mountain Time

Finalist in Travel & Tourism, Large Media Buying Strategy

Entered in Chatbots


To educate and inspire winter enthusiasts to travel and explore the natural beauty that Utah has to offer and how best to utilize The Greatest Snow on Earth®. Utah in the winter is the state to be in, especially for the powder hounds and the individuals who take après-ski seriously. With 10 ski resorts less than an hour from Salt Lake City International Airport, a winter vacation spent skiing in Utah lets you clock more time skiing, riding, relaxing in style and warming up in the hot tub in between.

Strategy and Execution

In the travel and tourism space, Visit Utah's online presence is not to be looked over. With consistent inspirational and educational information streamed over Facebook, Twitter, Instagram, Pinterest, YouTube and Google +, you can understand why users all over the world keep Utah on their bucket lists.

When it comes to the Mountain Time™ campaign, Visit Utah is willing to try new features when it comes to social marketing and understands the value of community engagement and two-way conversation. Visit Utah has a dedicated person available to answer questions and concerns in a timely manner.

The Utah creative team is committed to producing high-quality photos and video that make the More Mountain Time™ campaign pop. With a variety of creative assets mixed with a strong media budget on Facebook, Instagram and Pinterest, users are getting educated on why they need to spend vacation time in Utah and what to do once they arrive.

What makes Visit Utah's work unique is the overall story behind The Greatest Snow on Earth® and the locals that make the winter months shine. With a newly launched Ambassador Program, natives of Utah proudly share their history, adventures, travel tips and photography with passionate Visit Utah social followers.

The people behind the brand, behind the story is what drives Visit Utah's marketing and we are lucky to be surrounded by dedicated and talented individuals that help spread the word and love of the Beehive State.


Currently, we are happy with the metrics we are seeing with our More Mountain Time™ campaign. On Facebook and Instagram we are running a More Mountain Time™ Video and Engagement Ads that reach both "East Coaster" and "Powder Hound" winter fanatics. We are also running a live #WeatherWednesday campaign on both Instagram and Facebook, which informs these audiences on weekly weather patterns at their favorite ski resorts. Everyone loves planning a trip and Visit Utah offers a lot of great tips and itineraries throughout social. Thanks to conversion tracking and Google Analytics we can see that users are spending more time on the Visit Utah website and engagement rates have continued at a steady pace since the launch of our campaign.

With a total promotional budget of $260,000 notable statistics include:

Facebook & Instagram:

Reach: 7,073,388

Impressions: 24,119,234

Clicks: 207,184


Impressions: 8,809,146

Saves: 2,390

Clicks: 32,939

Visit Utah's "More Mountain Time" Campaign runs until 2/28/18.


Video for Visit Utah - More Mountain Time

Entrant Company / Organization Name

Visit Utah Office of Tourism & Pandemic Labs


Entry Credits