To differentiate Utah and provide a compelling narrative, the mission was themed “Utah Star Party”, positioning the state as a global leader in astro-tourism—home to more internationally accredited Dark Sky Parks and Places than anywhere else in the world.

The timing aligned with International Dark Sky Week and Dark Sky Month, allowing the mission to highlight Utah’s Forever Mighty conservation efforts alongside the upcoming Great American Solar Eclipse passing over Utah in October 2023.

Event venues were carefully selected to reinforce the theme, featuring star-lit ceilings, glow-in-the-dark décor, themed cocktails, and custom t-shirts. Each city awarded one media prize trip to Utah, while charitable donations were made in place of traditional media gifting to both the International Dark Sky Association and the Royal Astronomical Society of Canada, generating strong goodwill and positive response.