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iQ Case Study

Brand Awareness and Transient Room Tax Growth

Beaver County, Utah

The Challenge

Beaver County partnered with DestinationiQ in December 2020 after completing a tourism rebranding project. The new brand—Ramblers—would be a hard sell in the local community, have to be interpreted by DestinationiQ to use across all media, and need to be recognized as Beaver County by statewide and out of state visitors. While working on brand recognition, DestinationiQ was also tasked with marketing the county for increased transient room tax.

The Solution

To bring the local community on board with the new branding, we developed a Leave No Trace subrand—Ramble Responsibly—that is used on all Beaver County marketing materials in respect to those who call Beaver County home.

To marry the brand with the county name, we updated all statewide content to include both the brand name and the county name, updated Ramblers logos to include “Beaver County, Utah” and ensured the two names would be mentioned together indefinitely, or at least until we were confident “Ramblers” was recognized nationwide.

We built a new website that showcased “Ramblers”, using iterations of the term throughout, extended social media services, launched TikTok, developed OHV, gravel, and stargazing guides that showcased the brand, and used the term Ramblers in additional marketing material, such as Google Ads, email marketing, billboards, third party marketing outlets and more!

Funding Sources:

2020 UOT Coop Marketing Grant
2021 UOT Coop Marketing Grant
2022 UOT Coop Marketing Grant
2022 OHVR Grant
Beaver County Transient Room and Restaurant Tax

The Deliverables

  • Billboards
  • Organic Social Media
  • Paid Social Media
  • Google Ads
  • A New Website
  • Monthly Newsletter
  • Digital and Printed Guides for OHVing, Stargazing, Gravel Grinding, and Rockhounding
  • Campaign Development
  • Design
  • Video Production
  • Blogs
  • Advocacy, Community, Engagement
  • Event Promotion and PR
  • Photography
Ramblers Logo, Brand, and Brand Inspiration
Ramblers Website Design on all screen sizes
Board of all print and social media collateral
Ramblers Posters
This is a basic text element.

Campaign Development

Ramblers Logo, Brand, and Brand Inspiration

Website Design

Ramblers Website Design on all screen sizes

Digital Media & Photography

Board of all print and social media collateral

Print Collateral

Ramblers Posters

Video Production

The Results

Website

+76%

2021 Website Traffic
33,000 users

+82%

2022 Website Traffic
60,000 users

+197%

2023 Website Traffic
178,000 users

Social Media

2.3M

2022 Reach

6M

2023 Reach

2K

2021 to 2023 Follower Growth

Transient Room Tax Growth

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Kirsten Slavin | Account Director

Kirsten has always been driven by curiosity and connection. Her love for travel, the outdoors, and discovering new places fuels both her personal adventures and professional passion for helping destinations reach their fullest potential.

Before joining DestinationiQ, Kirsten spent several years in the hospitality industry, where she developed a deep appreciation for exceptional guest experiences and the power of meaningful relationships. She joined DestinationiQ in early 2022 as an administrative assistant, quickly immersing herself in every facet of the company. Her eagerness to learn, natural leadership, and ability to bring teams together led her to grow into the role of Project Manager and ultimately, Account Director.

Kirsten thrives on equipping people and organizations to be the best they can be, whether she’s helping a client strengthen their destination identity or supporting her team behind the scenes. When she’s not working, you’ll find her exploring new places, spending time with her family, or finding the next trail to wander.

Lindsay Diamond | VP of Client Strategy

Lindsay has been an explorer her entire life. She has traveled much of the world, falling in love with all the outdoor recreational opportunities, geologic diversity, rich history, and cultural depth it has to offer.

She began working with DestinationiQ in 2016, where she encouraged the company to focus even more on Destination Management and easily moved into an account director position where she further shines a light on her communications, relationship-building, strategic planning, and leadership skills; guiding clients on a successful path of tourism evolution.

Lindsay’s extensive network includes tourism directors and board members, social media influencers, members of state tourism offices, journalists, photographers, business leaders, and more.

Bryan Jordan | President & Owner

Bryan is the president and owner of DestinationiQ. He has decades of experience in the tourism field and remains on the cutting edge of the industry. He firmly believes in building open and honest long-term relationships through transparent communication and providing regions with sustainable and responsible tourism strategies that have a significant economic impact.

Years ago, he recognized the ROI on tourism far outpaced many other investments, yet there was always a gap where traditional tourism consultancies and regional staff were seldom able to do everything they need to do. DestinationiQ was born to meet these needs and fill the gap; treating our clients as the experts, actively listening to their goals, forming long-lasting partnerships, and functioning as an extension of their teams, overseeing budget decisions, crafting tourism programs, executing marketing plans, and delivering the products and services they need and deserve.

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