Utah tourism ads go techy – Salt Lake ad agency to ‘discover’ Utah brand, lure tourists

Winter campaign seeks powder lovers through Net, public radio

The State of Utah is going egghead and techy in its winter tourism advertising campaign.

The tactics – part of a $390,000, three-month marketing plan – range from paying to have the state’s Web site appear on Internet search engines to underwriting public radio.

The Governor’s Office of Tourism dumped longtime advertising agency Riester-Robb last week for new firm W Communications. And the change couldn’t come at a worse time – right before the ski season.

Rather than risk having the cold months go by with no mention of Utah in ski magazines and on television and radio, Riester-Robb will put together a short-term advertising campaign to finish out the year.

While Utah’s budget is small – Vail, Colo., spends $900,000 annually to promote its summer programs – Deputy Tourism Director Mike Deaver says the state can’t afford to be silent. "It’s a continuity program for us so we can maintain some market share and presence," Deaver said.

By Rebecca Walsh
The Salt Lake Tribune

Full Story: http://www.sltrib.com/business/ci_2912073

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Salt Lake ad agency to ‘discover’ Utah brand, lure tourists

‘Team W’ has a big budget to make the state stand out

W Communications will embark on a "brand discovery" process Friday, trying to find the "emotional core of Utah" as it formulates the state’s brand.

The Salt Lake-based ad agency recently won a state contract to brand and promote Utah. On Wednesday, its president, Mark Hurst, said the so-called "Team W" — consisting of Hurst, W Communications’ local team, Utahn Gordon Bowen, M Booth & Associates of New York City and Carat Media — will work to determine what he called "the look of Utah," "the soul of Utah" and "the sound of Utah," all comprising the "emotional core of Utah."

"A brand is very much like the Supreme Court justice’s definition of pornography. He says, ‘I can’t tell you what it is, but I know it when I see it,’ " Hurst said during a meeting of the Utah Board of Tourism Development.

By Brice Wallace
Deseret Morning News

Full Story: http://deseretnews.com/dn/view/0,1249,600153260,00.html