Our campaigns for the Utah Office of Tourism have always helped people see Utah from a new point of view and challenged them to enjoy Utah as Life Elevated. This season the UOT reached out to San Francisco, a completely new market, and we wanted to give them something extraordinary. Working with media partner LOVE Communications, we pinpointed a golden opportunity at the Montgomery Street BART Station.
With some coaxing, we convinced Montgomery Street to reach beyond their typical placement by printing on the walls, ceiling and even the floor to create a forced-perspective where San Franciscans feel like they're standing at the base of Delicate Arch in Arches National Park. Once commuters pick up their jaws off the vinyl-wrapped floor, they're invited to share the view with a #visitutah hashtag and to start planning their escape to the majesty of Utah.