Utah
Client : Utah Office of Tourism
Role: Content Director / Editor
The Ask
Collaborate with Utah Office of Tourism on five multi-month campaigns over five years to build a content library and rewrite web copy to attract more visitors to the state.
Industry : Adventure Travel
The Wins
Produced hundreds of articles focused on specific regions of Utah and its parks.
Built a network of dozens of professional writers in Utah, each with personal experience in the assigned topics, to get a first-hand perspective on Utah from an adventurer's point of view.
Worked with 3-5 local professional photographers for each project to provide 2-3 original shots per article.
Built a solid rapport with the tourism office's marketing team and worked together to brainstorm ideas, build out the editorial calendar for each project, and ensure accuracy and integrity for each piece.
"Suzanne is an outstanding editor with an extensive network of writers and photographers who match her passion for storytelling. Most importantly, Suzanne and her team work hard to create and pitch unique ideas, deliver to the standards of our brand, and adapt to our editorial style and oversight. I would recommend Suzanne to any DMO seeking curated content support at scale."
Andrew Dash Gillman,
Former Creative & Content Director @ Utah Office of Tourism
EXCERPT:
Moab’s Singletrack Renaissance
“It’s that time of year. Pull up to any campground or trailhead in Moab, and you’ll be greeted by a dozen Subarus and SUVs adorned with mud-caked mountain bikes. Sure, you’ll drool over some high-end bikes, but Moab isn’t just for burly slickrock riders anymore. In the last few years, local groups have established dozens of miles of new mountain bike trails ranging in difficulty from relatively flat and well-graded to super-technical. mountain biking happens all year long due to the mild weather and various trails.
Mountain bike season may be in full swing, but don’t worry — in the midst of Moab’s singletrack renaissance, there’s plenty of trail to go around (Read: "Winter Mountain Biking in Southern Utah").”
EXCERPT:
A Party of Astronomic Proportions
“Along with the group, you can gaze up at the stars and find the Big Dipper, which is part of Ursa Major, known as the big bear of the sky. Once you spot these in the sky, you can’t help but smile. Learning about the mythology behind each constellation is fascinating and Sorenson does a great job of explaining it.
In the middle of the summer, the big bear of the sky is high overhead, so it was thought that the bear is being hunted as it walks the earth. As the leaves on the trees change and winter approaches, Ursa Major moves closer to the horizon line, where it has fallen. The hunt is over and the bear is dead throughout the winter. As spring returns, the bear rises and signifies a new hunting season.
Indeed, there are myriad myths that Sorenson touches upon based on time and the interest level of the crowd. The stories can’t help but grab your attention. Sorenson also discusses how seafarers of the Olde World used the stars to navigate the globe, and the importance of the North Star. This is followed by a question and answer session. The star party usually goes into the late hours of the evening, ending around 11:30 p.m.”
Utah’s Pie-Ala-Road: A Sweeter Way to Explore the State
Follow the Utah Pie Trail through a scenic landscape of water-sculpted canyons and sandstone peaks and past three iconic national parks to savor the flavor at five delectable pie stops.
