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Samantha Hayes Reporting
So far, no other groups or states share Utah's new state slogan, and that's good thing because more than 10 million dollars is going into the new marketing campaign, set to start next month.
Samantha Hayes asked tourists and natives what they think of "Utah: Life Elevated." It's nothing scientific, but people seem to like it. Tourism officials certainly hope so. More than 10 times the usual amount is being spent on this campaign, designed to market Utah for tourism and business.
Now that everyone knows we have the Greatest Snow on Earth, tourism officials want to sell Utah as a place on higher ground.
Tracie Crayford, Economic Development: "And the brand is: 'Utah: Life Elevated.'"
Hundreds of slogans were considered, one a little too close to Colorado's "Enter a higher state."
Tracie Cayford: "We're not just about altitude, we are about attitude. We are a little edgy."
Roy West, Ogden Resident: "It puts us above the rest. How about that?"
The brand is supposed to capture the essence of the whole state. It's not as specific as 'The Greatest Snow on Earth,' but not quite as broad as the last one: 'Utah!'
Carly Tooke: "People know Utah as the greatest snow on earth, so, Life Elevated, a new metaphor for Utah, we'll see how it works."
No matter what you think of 'Utah: Life Elevated,' the tourism council hopes it sticks, because you are much more likely to connect with and remember a state slogan that has been around for a long time.
Doug Lambourne, Maryland Resident: "I'm from Maryland." Reporter: "What's Maryland's slogan?" Answer: "More than you can imagine; oh yeah, that's terrible."
Tracie Cayford: "It's very aspirational."
Mike Shamo: "There's a lot that aspires you here in Utah - the mountain, the temple, southern Utah. A lot of fun."
Steve Demetis, Maryland Resident: "I'm a big fan of the new slogan. Look around, mountains everything. It fits, I'm all about the new slogan."
No matter why folks come to visit, tourism officials hope they will read into the slogan whatever they want.
Ryan Patterson, South Carolina Resident: "Been here for a week skiing and snowboarding." Reporter: So you've been elevated?" Answer: "Definitely!"
The ad campaign will start running in April.
Some of the slogans that were rejected include:
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Utah-peculiar, but in a nice way!
Utah- White snow, green jellow, orange barrels
Whatever the Season, Utah's the Reason.
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