Case Study: Utah Office of Tourism boosts film tourism interest with Pangaea Network’s influencer partnership campaign

Utah Office of Tourism drives 1.4 million impressions with Pangaea Network

The Utah Office of Tourism partnered with Pangaea Network to address the challenge of sustaining visibility and an emotional connection with potential travelers during the Covid-19 travel shutdown. The goal was to leverage the state's cinematic legacy to reinforce its image as "America's Film Set" and build long-term interest in film tourism from key international markets.

Pangaea Network's solution built upon a previous press trip by launching a digital storytelling campaign, #UtahFromHome, which utilized an influencer partnership for thematic content across social platforms. This strategy generated over 1.4 million impressions and high engagement, with a cost-per-engagement 50% below the industry average. The campaign successfully reinforced Utah's cinematic identity, led to the development of new film-specific itineraries, and established a long-term strategic brand partnership with an estimated ROI as high as 7:1.

Utah Office of Tourism