06.10.09

Utah Office of Tourism print campaign

Print Ads, Consumer

Created by Utah-based ad agency Struck this campaign assumes that the current economic climate will necessitate more road trips. Launched in the spring, while people are working on summer travel plans, the campaign is heavy on the notion that endless recreation activities abound in Utah, and the state's iconic beauty is the perfect backdrop. The creative team purchased the ultimate iconic road trip car (a Jeep Wagoneer) for $1,000, painted it red and towed it (the engine would shut off whenever it went over 40mph) around the state for a photo shoot. Between the Wagoneer, shots of the open road, lodging and a very weathered (hand-drawn) map, the campaign evokes childhood memories of road trips and will hopefully inspire potential travelers to get back to nature to create new ones.

Brandon Knowlden, art director; Nick Driggs, writer; Mark Rawlins/Ryan Martindale, associate creative directors; Steve Driggs, executive creative director; Ed McCulloch, photographer.

www.struckcreative.comwww.utah.travel