Utah Office of Tourism

PROJECT DETAILS

A record influx of visitors at Utah’s most popular parks was creating some serious overcrowding. To relieve some of the pressure, the state travel industry sought to redirect tourists to a few lesser-known (but equally great) attractions like The San Rafael Swell in Emory County, Utah.

This series of ads positioned The Swell as a natural playground for all ages and adventure levels.

02 — Sample Copy

WHERE THE PAVEMENT ENDS, ADVENTURE BEGINS.

If you’re into world-class bouldering and mountain biking and endless stretches of solitude, then the San Rafael Swell is exactly where you want to be. Because within our vast expanse, you’ll find rugged ATV trails, free camping, and plenty of rock formation eye candy. What you won’t find are a lot of crowds. And while our gravel roads make getting here a little more exciting, that’s kind of the whole point.  

THE PLAYGROUND IS OPEN.

 To be more specific, our natural playground is wide open. Because within the San Rafael Swell, you’ll find endless opportunities to ride, climb, camp, hike or paddle. And best of all, you won’t ever have to wait your turn. So if you’re ready for a little breathing room while you’re on the Road to Mighty, hop off the beaten path and come out to play in the Swell.  

ROCK AND AWE.

Quick geology lesson: about 50 million years ago, the earth hoisted a huge chunk of land upwards to create the San Rafael Swell. (aka “The Swell” by those in the know.) Its many layers of sediment reveal fish fossils, pre-Columbian artifacts, even dinosaur bones. They also reveal something deeper—like the chance to find yourself in the vast solitude. Or the opportunity to push your limits in our rugged natural playground. What will you uncover in the Swell? There’s one way to find out—and it starts here.   

REMOTELY AMAZING.

Ever wonder where the road less traveled leads? Directly to the San Rafael Swell. Because we’re off the beaten path, you’ll have our endless trails, surreal rock formations, and panoramic views practically all to yourself. Which is great news for solitude seekers and adrenaline junkies alike. So if you’re willing to venture a little farther than most, we think you’ll find that the middle of nowhere is right where you want to be.

EVERY ADVENTURE NEEDS A BASECAMP.

 Plunk your tent down in the San Rafael Swell, and you’ll be a literal stone’s throw from world-class hiking, bouldering, canyoneering, and ATV trails. Wondering about reservations? You don’t need one. You don’t need permits or parking passes either, for that matter. Really, all you need is a map, a sense of wonder, and a serious love for wide open spaces. So when you’re ready to chart your own course, make your way to The Swell. We’ll leave the stars on for you.