Utah Office of Tourism launches 'The Mighty 5' ad campaign


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SALT LAKE CITY — The Utah Office of Tourism is taking a page from its long-running "Greatest Snow on Earth" winter campaign to promote Utah's five national parks for spring and summer using the catch-phrase "The Mighty 5".

The campaign was announced with great fanfare at the capitol Wednesday morning.

"Zion, Bryce, Capitol Reef, Canyonlands, and Arches. The Mighty 5. Plan your trip at visitutah.com," said a new TV commercial for the campaign.

The TV spot is part of a $3 million ad campaign that will play in six major cities throughout the west. From Seattle to Phoenix to Denver, millions will be reminded of the beauty of Utah's "Mighty 5"— national parks that are all within easy driving distance from each other.


"'The Mighty 5' national parks of Utah are "bucket" destinations. They are off-the-charts spectacular sites for people all over the world." -Vicki Varela

"The Mighty 5 national parks of Utah are "bucket" destinations," said Vicki Varela, managing director at the Utah Office of Tourism. "They are off-the-charts spectacular sites for people all over the world."

On the steps of the capitol Wednesday, it was a party atmosphere to kick-off the campaign with people dressed in period costumes to throw in a bit of Utah culture.

The Mighty 5 attracted about 6.5 million tourists last year. And those numbers have continued to grow even in tough economic times.

"And probably some of you know, that during the economic downturn, during the great recession, we had increased tourism activity coming to Utah, particularly to our national parks," said Gov. Gary Herbert.


In some cases [some national parks] won't have all the ranger-led activities. In other cases visitor center hours may be reduced.

–Denis Davis


The TV ad was unveiled to those gathered at the capitol today and standing next to the TV monitor watching it were members of the Baumann family, who are featured in the ad. While living in Florida, they visited Utah often. Finally, they just had to come back and stay.

"We thank you for giving us the opportunity," said Robb Baumann. "We're not actors. I guess you really don't have to act when you have scenery like that, but we thank you for the opportunity and hope it brings lots of people to this great state."

Wednesday's campaign launch also comes just as the national parks and other recreation areas are facing federal budget cuts due to the sequester this year. But the governor and tourism office want to make it clear that all the national parks in Utah will be open.

"In some cases they won't have all the ranger-led activities," said Denis Davis, Utah State Coordinator for the National Park Service. "In other cases visitor center hours may be reduced. Timpanogos cave will have a shortened season, and at Cedar Breaks it will be a three week delay in opening their summer season."

Because of the sequester, each of the parks could see a 6 percent cut in their budgets this year. For the most part, visitors won't notice the effects.

Three, five, and seven-day itineraries to visit The Mighty Five parks can be found online at VisitUtah.com

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Keith McCord

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