Madden, the paid‑media agency for Discover Moab, told the agency workshop that it has executed approximately $1 million in media and generated more than 62,000,000 impressions in the first months of the campaign, focusing buys across awareness, trust and conversion stages and working to attribute room nights to ad spend.

"We've executed our media with about a million dollars... we've generated over 62,000,000 impressions in the, you know, really 3 to 4 months that we have been pushing the campaign," said a Madden representative.

Madden staff emphasized measurement, on‑site experience and first‑party data collection (guides, email signups) as priorities for converting clicks into longer stays. Creative partners described Moab creative territory called 'The Shift' (theme: transformation) and the Moab‑specific line "Every traveler has an egg. In Moab, you find yours," which is central to recent ad units.

Camp Stories, the PR agency, said its editorial outreach is built around character‑driven features, culinary reporting, astrotourism and accessible adventure. As a seasonal activation, Camp Stories described 'Moab way' — a solar‑powered decorated juniper tree in Sam Flats Recreation Area near Slickrock Trail — to be filmed and pitched in a satellite media tour across regional and coastal TV markets (Denver, Salt Lake City, Phoenix, Austin, Dallas, New York, Los Angeles, Chicago) around the winter solstice. The activation is intended as a quieter, wilderness‑oriented contrast to large metropolitan holiday displays and to provide broadcast visuals that lead into spring and summer visitation messaging.

What’s next: Madden and Camp Stories said they will continue campaign activations into February and beyond; Camp Stories urged local partners to coordinate event timing with city and county holiday decoration plans. The Moab Office of Tourism asked attendees to continue conversations at the Josie Wyatt open house later that evening and to participate in Camp 4’s community sessions in December.