BYRDLI unveils bookable Utah trip with travel creator

BYRDLI has launched a travel campaign with the Utah Office of Tourism called Utah Unfolded, bringing together five regions in the US state as a single bookable trip.

Developed with regional partners Capitol Reef Country, Kane County, Moab and San Juan County, the campaign centres on Australian travel creator Matt Lambley. He is documenting a journey across the state and building an itinerary within his BYRDLI Travel Club that travellers will later be able to book.

Utah Unfolded is designed to present Utah as a connected route rather than a series of separate stops. The itinerary spans areas including Capitol Reef, Moab, San Juan County and Kanab, while the broader campaign also highlights Salt Lake City and the state's alpine and desert landscapes.

Travellers using Lambley's Travel Club will also have access to a concierge service linked to the itinerary. The service supports travellers before, during and after their trips, including itinerary changes and special requests.

Creator model

At the centre of the campaign is BYRDLI's model of linking travel content with booking tools. This allows travellers to move from trip inspiration to a confirmed booking on the same platform, while giving destinations a way to package several regions into a single journey.

The approach reflects a broader push in travel marketing to connect creator audiences with direct sales rather than treating social content solely as a brand-awareness tool. In this case, the campaign uses Lambley's audience as both a distribution channel and a source of potential bookings.

Corey Marshall, Managing Director of Canuckiwi, pointed to the value of presenting the route as a joined-up experience. "Utah is a destination that truly comes to life when experienced as a journey across regions, rather than as individual stops," he said.

"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."

Utah focus

The Utah Office of Tourism said the campaign reflects how the state wants visitors to experience the destination. It highlighted the appeal of contrast between regions and the progression of travel between them.

"Utah offers an incredible diversity of experiences, from our iconic red rock landscapes to alpine environments, cultural heritage, and vibrant urban centres," a spokesperson for the Utah Office of Tourism said.

"This campaign reflects how we want travellers to experience the state, with time, intention and a sense of discovery as they move between regions."

Vanessa Richards, Co-founder of BYRDLI, said the campaign builds on the company's work in booking-led creator travel products. "Utah is one of those destinations where the experience isn't defined by a single place, it's defined by how you move through it," she said.

"We've spent years refining a model that connects storytelling with booking. This campaign gives travellers a clear, considered way to experience Utah properly, and the ability to book that journey in one place."

Lambley said the itinerary would be built as he travels. "What strikes me about Utah is how much it changes as you move through it. Each region feels completely distinct. It's not somewhere you rush; it rewards slowing down and spending time in each place. I'll be building this journey in real time inside my Travel Club, so travellers can follow along and eventually book the same experience for themselves."