‘Walk Utah’ – Virtual travelling during a global pandemic
Even when international travel was impossible due to C19, we still needed to maintain Utah’s presence in the UK. We had to create a new way to engage with and educate the travel trade and media. Our response was to develop a unique ‘Walk Utah’ concept, tapping into the surge in popularity of walking as exercise during lockdown, coinciding with New Year health and fitness resolutions.
Our ‘Walk Utah’ step-based challenge took participants on a virtual walk through the state, passing various milestones along the way as they logged the real miles they had walked or stepped on their daily exercise at home. At each location they received an informative email about the key selling points in that area. We incorporated themed mini-challenges to motivate participants and stayed engaged with more than 20 e-blasts and frequent spot prizes.
At the end of the 10-week campaign we selected eight participants via a prize draw to join us on a fam trip to visit in person some of the locations they had walked through virtually.
The fam trip took place in Spring 2022 hosting winners from Bon Voyage, American Sky (Ireland), Not Just Travel, Stewart Travel, Travel Counsellors, Hayes Travel, Cookson Adventures and Platinum Travel (Ire), many with high spend clients.