UTAH OFFICE
OF TOURISM80% of Americans live in an area where light pollution blocks the Milky Way. So, we brought the stars to them. This immersive digital experience transitioned the Visit Utah website from daylight to dark skies in sync with the state’s sunset. As day turned to night, the website followed suit – pairing nocturnal wildlife sounds with dynamic visuals that responded to the sky in real time.
So What?: Performance Edition
Engagement rates more than doubled
Time on site increased by 60%
Users staying 2+ minutes rose by 65%
Interaction rates went up 30% at night, aligning with how it was designed to be explored
Industry partners claimed increases in interest and bookings for their stargazing-related products
Dark Sky Mode changed how visitors interacted with the website, deepening engagement and shifting when people explored (both online and IRL).
So What?: Ad Industry Edition
Earned media reinforced both the originality and relevance of the experience, with features across leading travel and creative industry publications including Ad Age, Campaign US, Reel 360, Little Black Book, Ads of the World and local media.
Collectively, coverage reached an estimated audience of more than 9.5 million monthly readers and viewers.
