Deseret Digital Media: Evolving Utah.com
What I did
I led a full-scale content and messaging refresh to modernize the Utah.com tourism site to expand its reach and deepen engagement with travelers and locals alike. I evolved a legacy tourism platform by crafting a compelling new voice and style, while building partnerships that translated into high-performing email newsletters, web content, and branded editorial digital and print content.
Goals
Modernize brand voice to reflect Utah’s dynamic travel scene
Grow email and digital audiences through fresh, engaging content
Strengthen business partnerships with authentic branded storytelling
Rebuild trust and relevance with new and returning readers
Results
Scaled newsletter audience to 5M+ subscribers
Refreshed and repositioned Utah.com for a modern audience
Created high-impact branded content with local partners
Reached 110K+ households through print, boosting offline visibility
Work
Utah.com feature articles
I introduced a bold new voice across Utah.com’s traveling writing features, partnering venues, hotels, and restaurants and including them on the adventure.
This new voice and strategy helped grow the newsletter subscription to over 5 million and the print circulation to over 110,000 subscribers.
5 Adrenaline Pumping Activities
Some days you wish you had four hands: one to hold a Mountain Dew, one to hold a Red Bull, one to hang off the edge of a cliff, and one to wave humbly to your admirers. Why? Because nature jocks like you eat adrenaline for breakfast.
Desert Stars
Kanab isn’t trying to brag, but since you asked, why yes, it is the jumping off point for three national parks, five national monuments, a national recreation area, and two state parks. Forget St. Louis and its flashy arch; if it’s all about location, location, location, then Kanab is the real Gateway to the West.
Utah’s Top 5 Places You Don’t Think About
Zion, Arches, Bryce...yawn.
You liked the national parks before they were cool. You don't want a guided tour. You find shuttle buses gauche. Asphalt is the lazy man's trail. And enough of the camera-toting red-rock-arazzi!
Top 5 Surreal Sights in Utah
You loved the ’60s. It was all get free, flower face paint, the earth is our mother and tie-dye as a viable clothing option. And so you stuck with it. You rarely wash. You put Grateful Dead Steal Your Face stickers on, well, everything. And your geodesic dome is not for sale, man.
