Everyone knows Utah's south. Arches. Zion. Bryce. The Utah Office of Tourism, in partnership with Love Communications came to us with a different problem: the north. A region just as extraordinary, but invisible to the travel and broader tourism market in comparison. We built a Northern Utah campaign as an extension of the currently successful In Love In Utah campaign. We didn't just add the region to the itinerary; we made the case for why it should be the destination, reaching luxury travelers and families without leaning on the same sun-drenched shots everyone had already seen.