New Utah slogan ’embodies heart and soul of state’ – "Life Elevated."

State tourism officials want out-of-staters to get high on Utah.

To wit: "Life Elevated."

Those two words are Utah’s new tourism brand, announced Friday by state officials. "Life Elevated" will serve as the basis for advertising the state to potential tourists from outside Utah — to the tune of $10 million this fiscal year and $11 million next year in taxpayer dollars.

"Life Elevated" replaces "Utah! Where Ideas Connect" as the official state brand. The latter was unveiled in 2001.

By Brice Wallace
Deseret Morning News

Full Story:,1249,635190885,00.html

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