Wilshire Boulevard is among Los Angeles’ busiest streets, traveled by millions in cars, on foot and on bikes. For two months in 2013, a composite image showing several iconic Utah landforms — think Delicate Arch and the Great White Throne — soared above the equally iconic street connecting Beverly Hills with L.A.’s commercial districts.
From the side of a 20-story building, the redrock scenery beckoned passersby to visit Utah’s “Mighty 5.”
That 238-foot-high “wallscape” was the start of the now famous and much-copied ad blitz touting southern Utah’s five national parks. The campaign’s spring 2013 launch — placed in television ads, building wraps, digital billboards, magazines and social media at a cost of $3.