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Keith McCord and Jon Dunn ReportingThe Utah Office of Tourism has some new ammunition in its efforts to promote our state. It's launched a new slogan and a new brand for marketing all things Utah, and we have an exclusive poll on how you like the new slogan.
Three words: "Utah--Life Elevated". The idea is when out of staters come here to hike, ski, bike, board, whatever, they'll feel really good when they leave, like they're flying!
Kim McClelland, Chmn. Utah Board of Tourism: "It's really about a look and feel; it involves sights and sounds. It's more about trying to communicate an experience to people than it is trying to sell them something."
Actually, the Utah Office of Tourism is trying to sell something, our many attractions. And it has a 10-million dollar budget to do it.
Today was the official launch of the new campaign, complete with videos of the sights of Utah. Utah composer Kurt Bestor even put together a score of what "Utah--Life Elevated" sounds like.
Jon M. Hunstman, Jr., Governor of Utah: "It is promoting tourism through launching this multi-media marketing campaign, inviting people from all walks of life to explore their dreams and soar to new heights and rejuvenate their lives by coming to this, the greatest state in America."
Every state uses a slogan or phrase to create an identity. The Utah tourism folks spent the past seven months traveling the country, seeking comments and opinions from out of staters about their views of Utah.
Governor Huntsman: "Life Elevated is what the world is seeking, an escape from the ordinary, a chance to reconnect with loved ones, and a diversion from the travails of day to day life. A way to lift their spirits, so they can return to their homes fully refreshed after visiting our great state."
So, what's the reaction here? In a Survey USA Poll of 500 Utahns today, 17% said they like the new brand a lot; 43% said a little; 35% don't like it at all. To be fair, its early yet.
State Office of Tourism Director Leigh Von Deresch says they expect for some people to not be on board with this.
State Office of Tourism Director Leigh Von Deresch: "It'd be a contradiction in a diverse state to have everyone agree with it. That's what diversity is all about."
And how does this compare to previous slogans?
Utah Slogans--which do you like the best?
- 8%--Utah Life Elevated;
- 5%--Where Ideas Connect;
- 59%--Greatest Snow on Earth
- 3% A Pretty, Great State
Like it or not, Life Elevated will be used in TV, radio, newspapers and magazine ads nationwide, and starting immediately. Four and a half million dollars will be spent for ad campaigns for the spring and summer.
State Office of Tourism Director Leigh Von Deresch: "This is the first time the state's really had the money to push the message out there and that will make a difference."
