Back to the Real Salt Lake Newsfeed

Utah’s Mighty 5 campaign proved mighty successful, new study shows, but Zion and Bryce weren’t biggest beneficiaries

Wilshire Boulevard is among Los Angeles’ busiest streets, traveled by millions in cars, on foot and on bikes. For two months in 2013, a composite image showing several iconic Utah landforms — think Delicate Arch and the Great White Throne — soared above the equally iconic street connecting Beverly Hills with L.A.’s commercial districts.

From the side of a 20-story building, the redrock scenery beckoned passersby to visit Utah’s “Mighty 5.”

That 238-foot-high “wallscape” was the start of the now famous and much-copied ad blitz touting southern Utah’s five national parks. The campaign’s spring 2013 launch — placed in television ads, building wraps, digital billboards, magazines and social media at a cost of $3.