Tourism office launches new summer ad campaign

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SALT LAKE CITY - - Utah's tourism industry brings in billions each year. Despite tough economic times, the state is still pushing for people to come visit by launching a new summer ad campaign.

The "Life Elevated" campaign will cost the state $3.2 million, but it's a small investment compared to what visitors spend in Utah.

The campaign focuses on a few simple but familiar words. They target Utah's neighboring states and anyone else who's looking to load up the car: hit the road and enjoy a wonderful, yet affordable, vacation.

"We understand that the economy is on everyone's mind," said Leigh von der Esch, managing director of the Utah Office of Tourism.

She says even in tough financial times, people are still visiting Utah. Traveler spending rose an estimated 6.2 percent in 2008 to more than $7 billion. "Utah offers great value. You just can't find better value than our state parks and our national scenic beauty," von der Esch said.

That's where this ad campaign hopes to find success. Commercials show a montage of Utah's unique, family-friendly sights, sounds and adventure with a touch of humor. The slogan: "Utah, where what's next is completely up to you."

Three different ads will air on 11 cable stations through April and May, as well as on local stations in Los Angeles, Denver and Phoenix. Plus, print ads can be seen in travel magazines and online.

The office of tourism is also encouraging locals to take a "stay-cation" and rediscover what Utah has to offer.

The spots were created by the advertising agency "Struck." You can watch all three of them by clicking on the extra video links above.


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