Congratulations to the Zion Natl Park Forever Project and Love Communications. Together they were honored for “Integrated Marketing Campaign ” at Utah Business’ 2018 Sales & Marketer of the Year (SAMY) awards.
Zion National Park has breathtaking vistas and excellent hiking—and a growing number of visitors to match. But as federal funding for its support and upkeep remained stagnant, the Zion National History Association sought outside help. The ZNHA enlisted Love Communications to help build a brand that would communicate the park’s and the association’s priorities: sustainability, education, preservation and visitor experience.
The rebranding included a three-pronged effort to help people and businesses understand the challenges the park was facing, first by helping them see the problem, then by prompting them to think about how “impactful stewardship” of the park benefits the community as a whole, and finally by spurring people into action because of the “significant responsibility” to the cause and the rewards for doing it. Although the campaign’s goals are stretched out over the course of years—for example, the effort to raise $5 million by the park’s centennial in 2019—early results have been encouraging. At a single event in Salt Lake City, donors committed a collective $600,000 to support the park. New signage and collateral at the Zion National Park visitor’s center also helps convey the message to visitors, and all donations and proceeds from sales at the store go toward the project.