DEPT® and Visit Salt Lake Wants Everyone to Discover Its Sweet Side

Salt Lake has long been defined by its stunning mountain backdrop, world-class outdoor recreation, and rich cultural scene. Surrounded by the Wasatch Mountains, it offers scenic trails, breath taking views of unique natural wonders, and the Greatest Snow on Earth. But there’s something more - something visitors can’t quite put into words until they experience it. Now, Visit Salt Lake is calling it like it is: 'It’s Sweet.'

In its new brand campaign, Visit Salt Lake, the organisation responsible for the recruitment, retention, and promotion of Salt Lake as a convention, sports events, and leisure destination, highlights Salt Lake’s effortless blend of urban and outdoor experiences. Here, adventure isn’t hours away - it’s just minutes from downtown. Whether exploring trails, hitting the slopes, or diving into the vibrant arts and culinary scene, Salt Lake defies expectations in the best way. And with this campaign, Visit Salt Lake is inviting visitors to discover the magic of the destination year-round, especially during the often-overlooked shoulder seasons of spring, summer, and fall.

This is the first campaign developed after Visit Salt Lake awarded global digital agency DEPT® as its creative agency of record, and Hello Yellow as its Media agency. Following a competitive pitch in 2024, the agencies became responsible for the brand campaign and media rollout that aims to transform Salt Lake into a must-visit destination by generating widespread awareness and capturing the imagination of travellers. This push is also part of a long-term plan to raise awareness for Salt Lake, as it was recently awarded the honour of hosting the 2034 Olympic Games, for the second time.

Inspiration for 'It’s Sweet' came from a desire to showcase the authentic beauty of Salt Lake County. But with all this charm, character, and ease, the name ‘Salt’ doesn’t quite capture the magic. The campaign, created with lead creative agency DEPT®, highlights Salt Lake's genuine personality - warm, easy going, and remarkably quirky. A research trip to Salt Lake further grounded the campaign, immersing the creative team in the county’s atmosphere first hand. That led to incorporating some of Salt Lake’s best local staples throughout the campaign. Every detail was intentional, from the casting to the little quirks that make the city feel like itself.

“Salt Lake is a place that constantly surprises visitors—in the best way," said Kaitlin Eskelson, president and CEO of Visit Salt Lake. "With ‘It’s Sweet,’ we’re capturing what makes our destination so unique: effortless access to both urban energy and outdoor adventure, a vibrant cultural scene, and an unbeatable quality of life. For leisure travellers and meeting planners alike, time is invaluable, and Salt Lake makes the most of every moment. Whether exploring the outdoors, attending a world-class convention, or experiencing our thriving dining and entertainment scene, visitors leave with the same feeling: ‘It’s Sweet.’”

“With ‘It’s Sweet,’ we wanted to capture what locals already know - Salt Lake isn’t just beautiful, it’s full of heart, humour, and surprises. Time is our most valuable resource- and Salt Lake enables visitors to spend their time well, one minute enjoying scenic trails such as the Bonneville Shoreline, and in 10 minutes being back in the city to enjoy a rooftop meal. Partnering with DEPT® brought fresh perspective and creative firepower to tell that story in a way that feels both true and unexpected. Hello Yellow has supercharged our media buying, ensuring the campaign reaches the right people with maximum impact.” Lizzie Fillo, VP marketing.

“Our goal was to bring out the true personality of Salt Lake, breaking away from that polished, stock-photo vibe of most tourism ads and offering something more interesting. From the tone to the acting, to the colouring, we wanted to create something beautiful but full of personality. Even if that means embracing the imperfect moments - like the wind ruining your photo op or the nerves before hopping on a mountain coaster”, said Ro Otamendi, creative director, DEPT®.

The film, directed by Jerusha Hess - co-writer and co-director of the cult classic film Napoleon Dynamite - brings a unique, local perspective to the campaign. As a Salt Lake City native, Hess knows the county intimately, and her vision helped capture the area's quirky, warm essence.

“Working with Jerusha was a no-brainer,” said Ro. “Her understanding of Salt Lake is effortless. We wanted to highlight the mix of sincerity, beauty, and humour that defines the city, and Jerusha helped us find that sweet spot where it all comes together.”

Hello Yellow handled media planning and buying. The team ensured every media environment and ad format had been carefully considered, led by a data-driven approach to identify and drive audiences with high intent to travel and shared behavioural passions for what Salt Lake offers. This was balanced with scaling reach efficiently and effectively to make Salt Lake a ‘must-visit’ destination. Audience targeting and creativity are matched with authentic messaging, which feels personal and relevant to them to drive engagement and recall.

“It’s been so rewarding to work with DEPT® and VSL to bring ‘It’s Sweet’ to life through media. We couldn’t be more excited to see this project go live and help more people fall in love with all that Salt Lake has to offer,” said Ryham Fontenot, co-founder, Hello Yellow.
The campaign includes CTV, OLV, social content, digital OOH, and display throughout the US starting today.