Scope: The Moab Office of Tourism seeks to engage a qualified strategist and branding agency for a limited engagement to develop and implement a strategy, brand identity, and activation that furthers Moab’s reputation as a domestic and international destination with a wide range of travel experiences. The agency will join our mission to promote visitor experiences that are welcoming, extraordinary, and sustainable for the small town that supports them.
We aim to develop a comprehensive business strategy, brand platform, and story for Moab that not only positions it as a must-visit destination but also incorporates lessons learned from other international destinations and our past promotional efforts. Our goal for this project is to create a brand and implementation that touches each stage of the visitor lifecycle, offers visitors a welcoming, meaningful and enriching experience, and ensures that the beauty and authenticity of Moab are preserved for future generations. Buy-in from our community–a passionate and devoted bunch–is critical to the project’s success. Locals should be positioned as owners of the brand.
1. DISCOVERY, RESEARCH & INSIGHTS
Materials audit and review (largely relying on existing resources), including but not limited to:
● Travel and tourism data and projections
● Tax collection, visitation, and economic data
● Historical audiences, geographic markets, media buys, marketing campaigns, brand elements, and taglines
● Budgets and allocation
● Travel guides, collateral, creative, media and channels
● Recent news, reputation and brand perception
● Current and potential stakeholder and community partnerships, including state and surrounding counties’ marketing efforts
● Local sentiment research
Competitive audit and landscape review, including but not limited to:
Lead conversations with stakeholders, including local constituents, city government, local nonprofits, local businesses, state tourism office, film commission, and others
● Identify key competitors and similarly situated destinations
● Recent destination branding projects and industry trends
● Market awareness and opportunity spotting
● Single-destination vacation feasibility and length-of-stay analysis
● Destination wedding feasibility and market analysis
2. BRAND DEVELOPMENT
Business and brand strategy, including:
● KBOs and KPIs
● Existing market analysis and plan
● Community integration and launch plan
● Off-season strategy
● New tourism products, new approaches and a plan for existing products
● Audiences, personas, geographic markets
● Budget allocation
● Go-to-market calendar and plan
● Reporting
Brand platform and narrative, including:
● Write authoritatively about the area, including for our Outdoor Adventure Guide
● Strategic alignment and emotional resonance
● Core verbal brand elements
● Brand promise, mission, and attributes
● Key messages and seasonal messages
● Style guide and brand book
● Develop difficulty systems (beginner, intermediate, advanced), itineraries, and accompanying narrative for all products, including hiking, off-roading, mountain biking and rafting
● Film and screen tourism
● Destination weddings
● Dinosaur history, geology and ecology
● Places to go, things to do, places to stay, restaurants
● Review, fact check, edit, rewrite, reskin, optimize and restructure website
● Review creative assets libraries, retire assets, and implement a new organizational system
● Develop off-season messaging
Visual brand identity, including:
● Logo
● Typography
● Palette
● Representative photography, illustrations, maps, and visuals
● Style guide and brand book
3. BRAND ACTIVATION, IMPLEMENTATION AND LAUNCH
Design and implement the new brand identity into existing and new initiatives, touching the complete lifecycle of the visitor experience, including but not limited to:
● Produce creative assets, photography and video, and an in-season paid media campaign
● Produce creative assets, photography and video for an off-season, paid media campaign
● Design and implement across owned media, including website, microsites, social media, travel guides, in-town and trail maps, and print
● Brand expressions across architecture, signage, visitor center, vehicles, downtown kiosks, airport, trade shows, billboards, public transit, stakeholder and strategic partnership opportunities, merchandise and giveaways, 2034 Salt Lake City Utah Winter Olympics, possibly other large tourism events like FIFA World Cup 2026, official and sponsored events, business cards and presentation templates
● Local business integration, tech support and marketing consulting
● Work collaboratively with contracted public relations agency and media agency
Due Date: June 27, 2025
