New destination-wide campaign turns visitors' most common realization into an invitation to extend their stayÂ
MOAB, Utah, Sept. 10, 2026 /PRNewswire/ -- Moab Office of Tourism has launched a new brand and campaign: "Should've Stayed Longer." The new brand—including a positioning platform and full visual identity—invites visitors to see Moab as a destination worthy of their time, intention and respect, not simply a bucket-list experience. Supporting this aim, the ad campaign was inspired by visitor research revealing that more than 90% of visitors planned to return to Moab or wished they had built in more time to explore the destination. The campaign was developed and produced through a partnership between Camp4 Collective, a creative content studio and production company, and TOURIST, a creative and strategic agency for travel brands.
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