Moab — Utah’s Moab Area Travel Council took home a Destiny Award for Best Advocacy and Grassroots Campaign in the country for its first-to-market sustainable tourism initiative – Do it Like a Local – at this year’s US Travel Association’s Educational Seminar for Tourism Organizations (ESTO).
“It is an honor to be recognized by ESTO and our peers in the tourism industry for our innovative Do it Like a Local initiative,” says Moab Area Travel Council executive director Elaine Gizler. “We are thrilled at the overall success of our initiative in asking visitors to respect Moab ‘Like a Local’, and we hope to continue to make their stays more enjoyable and deepen their knowledge and appreciation of just how extraordinary and delicate our magnificent landscapes really are.”
The brainchild of Utah’s top recreation tourism destination and its advertising agency of record, Love Communications, Do it Like a Local was created in 2019 to educate confirmed tourists to be informed, responsible and sustainable visitors. The first-of-its-kind, multi-channel campaign changes the role of destination marketing and attracting visitors, to sustainable destination management and educating tourists about what is important to locals.
“The core idea is that Moab locals know what is 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 is best in regard to the proper care for Moab and the natural environment that surrounds it,” says Gizler.
As part of the initiative, prospective Moab tourists may first come across Do it Like a Local branding and messaging while searching for things to do in the area, including a video, dedicated song written by locals, and a dedicated website, doitlikeamoablocal.com. The site is rich with information on mindful hiking, mountain biking, camping, river running, dinosaur and rock art exploring, and OHV use.
Those with booked travel plans to Moab can expect to see display and video intercept ads and native articles on Trip Advisor and Adara. And once the traveler has arrived, they will continue to see in-market advertising on TripAdvisor, and branded collateral such as table tents, street banners, and vinyl window decals in Moab restaurants, bars, hotel lobbies, and other local businesses. Social and earned media also play a role in spreading the sustainability message locally, nationally, and internationally.
The Destiny Awards recognize US Travel destination members for excellence and creative accomplishment in destination marketing and promotion at the local and regional level; and foster the development of imaginative and innovative destination marketing promotion programs and activities. The Destiny Awards are open to all DMOs or CVBs that are members of the US Travel Association.
For more information visit https://www.doitlikeamoablocal.com/, www.DiscoverMoab.com and Facebook.