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Carole Mikita Reporting A tourism study a couple of years ago found most travelers don't know icons like Delicate Arch are located in Utah. So, the Office of Tourism hopes its marketing campaign will increase national awareness over Utah's hot spots.
The greatest snow on earth is a definite tourist attraction for Utah, but a new ad campaign is focusing on Utah's warm-weather options.
Leigh von der Esch, tourism director: "The appeal of Utah in the summer is biking, rafting, horseback riding, repelling, sky diving, you name it."
Utah's "Life Elevated" summer tourism campaign includes national television and print ads. Most of the $3.4 million budget is going into commercials. The ads begin running next week on cable networks including the Discovery and Travel Channels. They'll also air in Denver and L.A. New print ads will run in eight national publications, including the New York Times and National Geographic.
Leigh von der Esch: "Our print ad will also be touching on arts and culture and events people can take advantage of during the summer in Utah, as well."
The campaign targets specific demographics the tourism office hopes to attract.
Leigh von der Esch "People that are known to be outdoor enthusiasts or urban escapists."
Utah's "Life Elevated" campaign began almost a year ago and von der Esch says it has been well received.
Leigh von der Esch: "'Life Elevated,' that's what Utah means to me. ‘It's a brilliant ad campaign,' so when people are calling your office and telling you that, that's a very good barometer as to how it's resonating throughout the country."
The summer ad campaign runs through August. Along with the ads, 24 semi trailers with images of Utah and the "Life Elevated" motto will criss-cross the west.