Visitors to San Francisco’s Montgomery Street Station have recently been treated to a unique viewing of one of Utah’s scenic icons, Delicate Arch.

It’s all part of the Utah Office of Tourism‘s USD2.2m ‘Utah Life Elevated‘ advertising campaign.

Utah Tourism’s advertising agency, Salt Lake City-based Struck, unveiled a one-of-a-kind outdoor advertising effort that focuses on bringing San Franciscans to Arches National Park.

This great video shows how effective it was at engaging pedestrians, who stopped to take photos, scan QR codes and simple marvel at what they had just seen.