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OUR WORK

Visit Utah: Unfolded for Australia

Visit Utah: One State, One Creator, One Connected Journey

BRIEF

Client: Visit Utah (Utah Office of Tourism), in partnership with Capitol Reef Country, Kane County (Kanab), Moab and San Juan County

Campaign: UTAH UNFOLDED — Creator-Led Destination Campaign

Target Audience: Australian consumers (road trip, nature, hiking and photography travellers, predominantly NSW, QLD and VIC, aged 27–40)


Visit Utah and its regional partners sought to position the state as a single, connected travel experience rather than a collection of separate destinations, and to convert Australian inspiration into measurable, bookable demand. The campaign needed to showcase the diversity of Utah's landscapes — from red rock deserts to alpine country — while moving beyond awareness into real visitation.

IDEA

BYRDLI developed UTAH UNFOLDED, built around the concept of One State. Multiple Landscapes. The campaign followed Australian travel creator and cinematographer Matt Lambley as he journeyed in real time through Capitol Reef, Moab, San Juan County and Kane County, documenting an authentic, lived road trip rather than a scripted brochure itinerary.


Every stay, experience and recommendation Matt featured was built directly into a fully bookable itinerary inside his BYRDLI Travel Club, supported by BYRDLI's integrated booking technology and concierge service. This combined creator storytelling, travel commerce infrastructure and expert servicing into a single consumer journey — connecting Instagram content, 1:1 concierge conversations, email marketing, paid whitelisting and earned press into one continuous path from inspiration to booking.

IDEA

IDEA

RESULTS

Campaign Performance

  • 2,197% ROI generated for Visit Utah

  • 48% increase in platform bookings compared to the previous year

  • 3.8M Australian travellers reached via Matt's Instagram, TikTok, targeted media and press over the campaign period

  • 31 full itinerary packages booked, averaging a 9-night stay

  • 115 additional room nights booked across Utah via BYRDLI Concierge, at an average nightly rate of $450 and average stay of 6 nights

  • Average booking value 15% higher than platform benchmarks for non-creator listings

  • 22% of users re-engaged within 7 days to browse further or revisit Matt's Travel Club

  • $380,500 USD in total combined content media value generated against a $15,000 campaign investment — a 25x return on spend

  • 14 press features (plus 1 syndicated feature) across travel, marketing and business publications, delivering $150,000 in advertising equivalent value

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