Utah’s new brand getting last-minute touch-ups before unveiling Feb. 8

‘Platform’ celebrates mountains, quality of life

The state’s new brand will be uncorked Feb. 8, and tourism officials and an advertising agency will be working hard until then refining it to just the right taste.

The Utah Board of Tourism Development on Friday approved the brand "platform" and gave the go-ahead to its marketing committee to work with Office of Tourism staff and W Communications of Salt Lake City to finalize creative elements and draft the marketing plan.

Everyone at Friday’s meeting that had seen the platform walked a verbal tightrope to provide a feeling of confidence and excitement without revealing the brand or too much about it. The official public unveiling of the 2006 vintage of the state brand will be Feb. 8 — the four-year anniversary of the start of the 2002 Olympic Winter Games — at the Rose Wagner Theater in Salt Lake.

"I think it’s like making wine," board Chairman Kim McClelland said. "You start out with really great grapes, and you’ve got a great chance of having a great bottle of wine, but you can screw it up a lot of ways if you’re not paying attention. And I think we have great grapes, and I think we’ll have a fabulous bottle of wine when we’re done."

By Brice Wallace
Deseret Morning News

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