Destinations Council Destiny Awards > Advocacy and Grassroots Campaign

"Do It Like A Local"

About This Entry:

To address the large increase in visitation to our public lands, the Moab Area Travel Council teamed with public land agencies to create the "Do it Like a Moab Local" sustainability campaign. It was designed to educate visitors on proper behavior, etiquette, and stewardship of the environment while they are visiting Moab. To catch the eye of the visitor, the campaign’s apparent purpose is to help Moab visitors get the most out of their trip. Still, its deeper purpose is to gently educate visitors at the same time.

The idea is that Moab locals know what's best. They know the best hiking and biking trails, stretches of river, and the best places to eat. They know everything about Moab, including knowing what's best regarding the proper care for Moab and the natural environment surrounding it.

The initial “Do it Like a Moab Local” program was a great success in Moab and inspired many Moab locals to help spread the word about responsible recreation. One local resident, in particular, David Steward, wrote a song about the campaign. We approached David about the possibility of working with him to produce a music video based on his song. Once he was on board with the project, we worked with our long-time video production company to create the video. Local public land agencies approved the final version before it was released.

We pushed the video out on our social media channels, and it reached nearly 42,000 people on Facebook and 3,200 on YouTube. Since the target audience is visiting Moab, we geofenced our social media posts locally to feed the video to visitors already in town. We also broadcast the video daily on Moab’s local public information channel, shown in many local hotels and motels. The song was performed at a local Town Hall Presentation to introduce it to Moab locals and at the Grand Circle Association's annual meeting, a marketing organization composed of DMO members from the entire Four Corners Region.

The true success of this popular video can best be gauged by its help with the preservation of our priceless public lands.

Campaign Strategy:

Once we had the final song and recording completed by the group, We pushed the video out on our social media channels and it reached nearly 42,000 people on Facebook and 3,200 on YouTube. Since the target audience is visitors who are currently in Moab, we geofenced our social media posts locally to feed the video to visitors already in town. We also broadcast the video daily on Moab’s local public information channel which is shown in many of the local hotels and motels. The song was also performed at a local Town Hall Presentation to introduce it to Moab locals and at the annual meeting of the Grand Circle Association, which is a marketing organization composed of DMO members from the entire Four Corners Region.

Results:

The Campaign helped to employ five local musicians for the recording and performing for the Grand Circle Summit held in Moab.
The song and video is a more casual way for us to reach the masses with messaging that they will watch, understand and hopefully realize the importance of the campaign.
The cost breakout :
Cost of the group to record $1575
Public Lands Permit $275
Recording Studio Rental $800
Video filming/production $3500

Total $5325

Cost to promote on SM $575
We pushed the video out on our social media channels and it reached nearly 42,000 people on Facebook and 3,200 on YouTube. Since the target audience is visitors who are currently in Moab, we geofenced our social media posts locally to feed the video to visitors already in town. We also broadcast the video daily on Moab’s local public information channel which is shown in many of the local hotels and motels. The song was also performed at a local Town Hall Presentation to introduce it to Moab locals and at the annual meeting of the Grand Circle Association, which is a marketing organization composed of DMO members from the entire Four Corners Region.

Why This Is A Finalist: 

Judges felt this entry had great creative, a cute music video and showcased the uniqueness of the destination well.