The Voices of Bears Ears videos win award
San Juan County is the focus of marketing efforts that recently won a prestigious award for the Utah Office of Tourism.
The Voices of Bears Ears, a four-part video series, earned an Adrian Award for marketing excellence on January 21 from Hospitality Sales and Marketing Association International (HSMAI).
The 63rd annual Adrian Awards is known as the largest and most prestigious global travel marketing competition. The Bears Ears series is one of three awards received by the Utah Office of Tourism within a competitive field of 1,100 total entries in the competition.
The Voices of Bears Ears is an inspirational and educational integrated campaign designed to cultivate responsible visitation.
The Utah Office of Tourism produced an authentic video series to build community pride in a shared place that had become a divisive issue due to politics and the spread of misinformation.
The series consists of four separate two- to three-minute videos, titled The High Desert Adventurers, The Archaeologists, The Navajo, and The Cowboys.
The High Desert Adventurers introduces local guide Dustin Randall and the opportunities to hike, bike, climb, and explore.
The Archaeologists discusses the history and culture of the area with archaeologists Jonathan Till and Nate Thomas.
The Navajo introduces the culture, scenery and beauty of the landscape through the eyes of Monument Valley guide Carol Talus.
The Cowboys follows local cowboys Adam Redd and Chase Murray and discusses the lifestyle of local ranchers.
The videos can be viewed here.
“It’s an honor to be recognized among so many talented marketers from across the country for telling the Utah story effectively,” said Vicki Varela, managing director of the Utah Office of Tourism.
“Our goal is to encourage responsible visitation and to help travelers understand how accessible a Utah adventure can be. Adrian honors affirm that we have created messages that resonate.”
The Voices of Bears Ears videos were created by KNHO Film of Salt Lake City.