Case Study
Discover Moab:
On the Edge Campaign
CLIENT NAME: DISCOVER MOAB
SCOPE: CREATIVE
CAMPAIGN: On the Edge Campaign
AWARDS/RECOGNITION: 2026 U.S. TRAVEL ASSOCIATION ESTO MARKETING MOMENTUM AWARD FOR DESTINATION CAMPAIGN OF THE YEAR — BUDGET UNDER $5 MILLION
The Situation
For years, Discover Moab led with stewardship, helping visitors understand how to care for a community and landscape unlike anywhere else. As travel patterns shifted, there was an opportunity to expand the story and remind people what draws them to Moab in the first place. The challenge was to inspire visitation while keeping stewardship at the core.
The Approach
We created “On the Edge” to give travelers a reason to experience more of Moab. Built around the idea that the real journey starts at the edge, the campaign brought cinematic storytelling, media, PR and content together to reveal what waits beyond the iconic red rock: quiet nights under the stars, miles of open landscape and experiences worth staying longer for. Each touchpoint opened another way into Moab and another reason to keep exploring.
Summary
An Invitation Back to Moab
For nearly a decade, Moab led with stewardship and preservation, helping travelers understand their role in caring for a place unlike anywhere else. As travel patterns changed, there was room to add something more to the story: a reason to visit in the first place. Moab needed to inspire travel while keeping care for the community and its natural assets firmly at the center.
Where the Real Journey Starts
We created “On the Edge” around a simple idea: “The edge isn’t the end of the road. It’s where the real journey starts.” The campaign opened up a different side of Moab, moving beyond familiar bucket-list moments to the discovery, connection and perspective people find when they spend more time here. Cinematic creative followed travelers through the experiences only Moab can offer, from first light among the red rocks and days on the Colorado River to nights under some of the darkest skies in the country.
Built Around How People Travel
We used audience insights from our Voyage platform and Epsilon spending data to understand what motivated Moab’s highest-value travelers, then followed those signals into the creative. The data showed that expansive, nature-led imagery connected more strongly than traditional lifestyle imagery, giving us a clear way into the “On the Edge” story.
More Reasons to Stay
“On the Edge” gave Moab more room to tell its story without leaving the importance of stewardship behind. It invited travelers to look beyond the iconic view, stay longer and experience more of the community along the way. The result was a campaign built to support visitation and local economic impact while protecting what makes Moab worth the journey in the first place.
Results
Total Impressions
Clicks
Room Nights Booked
Economic Impact
