It’s Called UTAH.
What’s worse than a negative impression? No impression. When focus groups around the nation were shown a picture of Salt Lake City’s skyline and mountain-scape, several participants consistently identified it as Denver, Colorado. Not exactly what we wanted to hear… but it also presented a unique opportunity and a blank creative canvas.
Starting from square one, we tried to identify what we loved the most about our home state. With breathtaking geography, piles of National Parks, world-class ski resorts at every turn and surprising wealth of cultural awesomeness, the list grew by the minute. The approach, however was a bit trickier. In the end, we knew there was only one track: inspiration. To strategically position the state as a top-tier destination, STRUCK crafted the “Life Elevated” brand and the award-winning campaigns that have come to define the state.
