“Make it Monumental” is San Juan County’s new brand campaign

San Juan County – also known as Utah’s Canyon Country – launched a redesign campaign of its brand to highlight the area as the entry point for nature-loving adventures and great scenery.
The campaign launch includes the tagline “Make it Monumental.” The tagline references the towering and iconic rock formations of Monument Valley and Bears Ears National Monument.
Natalie Randall, director of San Juan County Economic Development and Visitor Services, said the revamp is the next logical step as the county capitalizes on the increased interest in the area. The county wants to promote the region as a less crowded entry point to one of the most photographed places on the planet.
“San Juan County got lost in the mix of everyone else’s information,” said Randall. “We want to stand out and have visitors recognize us as the reliable source of information for enjoying the natural wonders of the county.
“This branding welcomes all visitors and encourages them to explore San Juan County beyond a day or two.”
Modernizing the brand was a long time coming, said Randall.
In a state that boasts a number of national parks and seven national monuments, San Juan County was grouped in with other prominent parks in the north. Until the rebrand, little separated the backcountry region from neighboring counties – at least to visitors.
“People would start their vacation hours away and make the trek into San Juan County for the rafting, hiking, and other activities,” Randall said. “They would spend much of their vacation essentially commuting from their lodging without knowing they could stay here and not have to deal with the crowds that you see at other parks, or the drive.”
The rebrand campaign is a year-long process that involved the community and took keen planning.
San Juan County’s push is concurrent with community interest in creating non-tourism businesses. With the redesign of the brand, San Juan County hopes to attract visitors who are looking to keep coming back to a naturally engaging but less crowded, iconic part of the West.
The San Juan County cost of living index is nearly five points lower than the national average and is eight points lower than the state average.
The county’s youthful and ethnically diverse population make it an ideal location to develop and relocate businesses. By focusing on expanding San Juan County through new businesses, the community hopes to continue growing the economy beyond tourism.
“This is a great place to live,” Randall said. “It’s a great place to work and a great place to play. The color scheme we used reflects that. You get the sense that San Juan County is about adventure, home, and hearth.”
The rebranding campaign efforts were officially launched in early 2018. The campaign’s new tagline – “Make it Monumental” – reflects the branding initiative.
To see the updated website and learn more, visit UtahsCanyonCountry.com.