OUR WORK
Studio 10’s Stevie Jacobs Checks Out Utah
BRIEF
Client: Visit Utah
Campaign: Studio 10 Broadcast & Digital Media Feature
Target Audience: Australian leisure travellers
Australian mid-morning lifestyle program Studio 10, airing on Network Ten, partnered with Visit Utah to showcase the destination to a broad Australian audience interested in travel, wellness, and lifestyle experiences. The brief was to highlight Utah’s appeal beyond winter, showcasing summer travel experiences and reinforcing Utah as a year-round destination.
Studio 10’s Stevie Jacobs Checks Out Utah
IDEA
Studio 10 presenter Stevie Jacobs travelled to the USA, journeying through Colorado aboard the Rocky Mountaineer’s Rockies to the Red Rocks before continuing on to Utah to film in Moab and Park City.
The segments focused on what travellers can experience off the train journey, while also challenging common perceptions of Park City by showcasing its summer landscapes, outdoor activities, and vibrant atmosphere—a contrast to the snow-covered imagery Australian audiences typically associate with the destination.
The content was amplified through a multi-platform broadcast and digital rollout, extending reach well beyond the initial television airing.
RESULTS
National television exposure on Studio 10, airing in the final week of June 2023
Replay availability on Ten on Demand, extending campaign longevity
Inclusion in Studio 10’s weekend highlight show
Social media highlight reels across Studio 10’s Facebook and Instagram channels
Additional amplification via Stevie Jacobs’ personal social media platforms
Increased awareness of Utah’s summer experiences and year-round appeal among Australian travellers
