BYRDLI has launched its latest destination campaign, reflecting what makes Utah such a compelling destination.
Entitled ‘Utah Unfolded’, the initiative brings together five distinct regions across the state into a single, connected journey designed to be experienced and booked as one.
The campaign has been developed in partnership with the Utah Office of Tourism and regional partners Capitol Reef Country, Kane County (Kanab), Moab and San Juan County.
From red rock desert to alpine environments, preserved lands to Salt Lake City, Utah is not defined by a single location, but by how it is experienced in full.
“Utah is a destination that truly comes to life when experienced as a journey across regions, rather than as individual stops,” said Corey Marshall, Managing Director of Canuckiwi.
“What stood out with BYRDLI was their ability to bring that journey together in a way that feels cohesive, considered and ultimately bookable, while ensuring each partner maintains its own identity.”
At the centre of the campaign is Australian creator Matt Lambley, who will travel Utah in real time, documenting each region as he moves through it and building a fully curated, bookable itinerary inside his BYRDLI Travel Club as the journey unfolds.
Each stay, experience and route will be mapped to give travellers a clear and considered way to move through Utah, rather than piecing together disconnected recommendations.
“Utah offers an incredible diversity of experiences, from our red rock landscapes to alpine environments, cultural heritage and vibrant urban centres,” said a spokesperson for the Utah Office of Tourism.
“This campaign reflects how we want travellers to experience the state, with time, intention and a sense of discovery as they move between regions.”
BYRDLI’s creator-led travel commerce model connects storytelling directly with booking infrastructure, allowing travellers to move from discovery to confirmed bookings within the same environment.“This campaign gives travellers a clear, considered way to experience Utah properly, and the ability to book that journey in one place,” said Vanessa Richards, Co-Founder of BYRDLI.
Matt’s ‘Utah Unfolded’ itinerary will be available to book through his BYRDLI Travel Club at byrdli.com as the journey unfolds.
The campaign will roll out across Matt Lambley’s social media, BYRDLI’s platform, creator and agent network, and owned channels.
