Grand County approves $1.4M Madden Media digital ad plan for Moab

Grand County commissioners voted 5-0 to approve a $1.4 million paid-media advertising plan that lays out how the Moab area will be promoted throughout 2026. The funding comes from transient room tax revenue, which is legally restricted to tourism promotion, and the plan is intended to move potential visitors from discovery to booking in a measured, data-driven way.

Madden Media, the county's contracted marketing agency, developed the plan and will manage paid tourism advertising for Moab for the first full calendar year after beginning work with the Moab Office of Tourism in May 2025. Commissioners signed off on a full-funnel digital strategy that blends broad awareness tactics with targeted conversion plays. The strategy emphasizes digital video and paid social to build awareness, content partnerships and search marketing to reach travelers during trip research, and placements on travel and reservation platforms such as Expedia, VRBO, Hopper, and Sojern to capture travelers close to booking.

Planners say the 2026 schedule draws on 2025 campaign performance to guide timing and platform choices. The plan also includes cooperative marketing with the Utah Office of Tourism and a limited international component focused on select European markets. Location-based campaigns will align with major local events, including Easter Jeep Safari and America250-related activities, concentrating outreach when and where visitors are most likely to be making plans.

For local businesses the practical implications are direct. Lodging operators and short-term rental managers can expect advertising to target potential guests during active booking windows, which may translate into higher occupancy for promoted dates. Outfitters, guides, restaurants, and event organizers should anticipate surges tied to event-focused campaigns and consider coordinating offers or inventory around those peaks. Using platforms that integrate with booking engines aims to shorten the path from ad view to reservation, which matters to operators balancing supply and staffing.

The approach also signals a modest push to diversify source markets through limited European advertising while relying on proven domestic channels. County leaders and the Moab Office of Tourism will monitor campaign performance throughout 2026 to adjust timing, creative, and spend based on real-world results from last year.

Implementation will unfold over the coming months, with paid placements ramping according to seasonal demand and event calendars. For residents and local businesses, the campaign means more targeted promotion of Moab on travelers' feeds and booking pages, and a chance to align promotions with the county's paid outreach to capture visitors when they are most likely to book.