Carbon County "Let's Go Back"

Carbon County Utah “Carbon Corridor” stretches through central Utah, anchored by Nine Mile Canyon—often called the “world’s longest art gallery” for its ancient rock art and petroglyph panels. Historically viewed as a fuel‐and‐rest stop between Utah’s marquee National Park destinations, Carbon County has so much to offer adventure travelers. Colvita Creative was tasked to increase tourism and shift visitor perception, transforming the corridor from a fleeting waypoint into a must-stay destination. The strategic “Let’s Go Back” campaign centered on Nine Mile Canyon’s petroglyphs as the region’s signature asset, while also showcasing its full spectrum of modern activities. To accomplish this, Colvita drew upon the canyon’s rock art—studying real petroglyph forms to remain true to the site’s storytelling. Colvita then created a hand-drawn illustration system and icons that were inspired by real petroglyph motifs, reimagined with contemporary design to represent today's activities. These icons were represented as an "O" shape and placed into the script mark of the campaign "Let's Go Back", being able to interchange based on the target market and niche interest, inviting history buffs, mountain bikers, fishermen, stargazers, outdoor explorers, and families alike to “go back” in time—and to "go back" to the destination. Our multi-channel execution included geo-targeted digital advertising, email newsletters, CTV, interactive website content—each touchpoint featuring the hand-crafted illustration marks. These cohesive graphics reinforced the unique story of Carbon County, driving curiosity and encouraging deeper exploration in the area. The campaign launched in April of 2025, already we are seeing a shift in engagement with a strong uptick in advertising CTR YOY and website engagement performance. Page visitation has increased on Nine Mile Canyon attraction page, and people are spending more time on the website learning about the area. The metrics we will be monitoring this summer is Lodging Tax Revenue and Placer.ai which tracks our media buys, to direct in market visitation.