San Juan County Launches Brand Campaign: “Make it Monumental” San Juan County Launches Brand Campaign: “Make it Monumental”
200      San Juan County Launches Brand Campaign: “Make it Monumental”

MonticelloSan Juan County—also known as Utah’s Canyon Countrylaunched a redesign campaign of its brand to highlight the area as the entry point to nature-loving adventures and great scenery. The campaign launch includes the tagline “Make it Monumental.” The tagline references the towering and iconic rock formations of Monument Valley and Bears Ears National Monument.

Natalie Randall, director of San Juan County Economic Development and Visitor Services said the revamp was the next logical step as the county capitalizes on the increased interest in the area. The county wanted to promote the region as a less crowded entry point to one of the most photographed places on the planet.

“San Juan County got lost in the mix of everyone else’s information,” said Ms. Randall. “We want to stand out and have visitors recognize us as the reliable source of information for enjoying the natural wonders of the county. This branding welcomes all visitors and encourages them to explore San Juan County beyond a day or two.”

Modernizing the brand was a long time coming Randall said. In a state that boasts a number of national parks and seven national monuments, San Juan County was grouped in with other prominent parks in the north. Until the rebrand, little separated the backcountry region from neighboring counties. At least to visitors.

“People would start their vacation hours away and make the trek into San Juan County for the rafting, hiking and other activities,” Ms. Randall said. “They would spend much of their vacation essentially commuting from their lodging without knowing they could have stayed here and not have to deal with the crowds that you see at other parks or the drive.”

The rebrand campaign was a year-long process that involved the community and took keen planning. San Juan County’s push is concurrent with community interest in creating non-tourism businesses. With the redesign of the brand, San Juan County hopes to attract visitors who are looking to keep coming back to a naturally engaging but less crowded, iconic part of the West.

San Juan County’s cost of living index is nearly five points lower than the national average and is eight points lower than the state average. The county’s youthful and ethnically diverse population make it an ideal location for the development and relocation of businesses. By focusing on expanding San Juan County through new businesses, the community hopes to continue growing the area’s economy beyond tourism.

“This is a great place to live,” Ms. Randall said. “It’s a great place to work and a great place to play. The color scheme we used reflects that. You get the sense that San Juan County is about adventure, home, and hearth.”

The rebranding campaign efforts were officially launched in early 2018. The campaign’s new tagline—”Make it Monumental”—reflected the branding initiative.

To see the updated website completed as part of the rebrand, and to learn more about Utah’s Canyon Country, visit

About San Juan County:

San Juan County—also known as Utah’s Canyon Country—is located in the Four Corners region of the United States where Utah, Colorado, New Mexico and Arizona meet. The region provides easy access to several notable sights and features, including the Grand Canyon, Monument Valley, Bears Ears, Canyonlands, Natural Bridges, Hovenweep, Mesa Verde, Arches and Lake Powell. The county also features two state parks: Edge of the Cedars Museum and Goosenecks. With activities such as hiking, river rafting and off-roading—as well as interesting cultural and natural history experiences—Utah’s Canyon Country is a great adventure destination for people of all ages. To plan your vacation, visit or call the San Juan County Visitor Services at 435-587-3235.

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