To begin our new chapter with the Utah Office of Tourism, we continued to push Utah as the ultimate source of adventure. But we've already (and literally) packed everything you could do in Utah on top of a jeep, in your backpack and in a canoe. So what if we stepped away from the "something for everyone" approach and really honed in on a distinguishing factor that sets Utah apart? What exactly is Utah's special sauce? Well, it's got five iconic national parks that can be explored within a single epic road trip. So there's that.
The bottom line is this: there's only one state that can boast five national parks within such close proximity to one another, and that state is Utah. The new campaign, which includes broadcast, print, outdoor and digital, establishes Utah's national park circuit--Zion, Bryce Canyon, Capitol Reef, Canyonlands and Arches--as a cant-miss, bucket-list adventure. We call it The Mighty Five. And it's easily the best way to answer the question, "So, what did you do on your vacation?"