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SALT LAKE CITY (AP) -- By just a few percentage points, Utah motorists prefer the state's "Greatest Snow on Earth" license plate over the one that shows Delicate Arch.
All other designs account for less than 5 percent of the plates.
Charlie Roberts, public information officer for the state Tax Commission, said 49.5 percent of about 2.7 million registered vehicles have the Ski Utah license plates, while 46.1 percent use the Utah Centennial plates showing Delicate Arch.
Tracie Cayford, spokeswoman for the state Office of Tourism, said Utah has used many different slogans and brands over the years. D. James Cannon, director of the Utah Tourist and Publicity Council, picked the "Ski Utah" brand and "Greatest Snow on Earth" slogan in the early 1960s.
The Ski Utah plates first appeared on Utah's highways in 1985 to publicize Utah's ski tourism industry.
The DMV issued the first Utah Centennial plates in 1992 to promote the 1996 centennial and to raise money for the statewide centennial celebration.
Cayford said it is difficult to determine whether the plates have had any effect on Utah's tourism.
"The license plates carry a message that helps brand the state," she said. "But the plates are mostly seen by Utahns, unless a resident of Utah travels out of state."
(Copyright 2006 by The Associated Press. All Rights Reserved.)
