The Utah Office of Tourism, an agency of the state Governor's Office of Economic Development, launched its winter "Life Elevated" advertising campaign during a Capitol news conference last Wednesday November 17th to promote Utah's skiing and The Greatest Snow on Earth. The $1.1 million campaign includes three new 30-second commercial spots that will rotate on 13 national cable networks beginning in January.
"The ski industry is a major part of our vibrant tourism industry," said Lieutenant Governor Greg Bell, who joined industry officials to announce at the press conference. "Not only is skiing important for our state's overall economic health, but I know my family and I enjoy skiing because it's a wonderful way to get out and get active".
The spots, featuring human-like "snowflakes" have been created by the Utah Office of Tourism’s Salt Lake City-based advertising agency, Struck/Axiom.
"Our coordinated marketing efforts with Ski Utah and other partners have allowed us to leverage our marketing dollars", said Leigh von der Esch, managing director of the Utah Office of Tourism (UOT). "The new television commercials emphasize Utah's accessibility and the close proximity of our resorts to Salt Lake City International Airport".
"Utah's ski and snowboard resorts are leading the country in resort improvements and additions for the 2010-11 winter season", remarked Ski Utah President Nathan Rafferty. "These upgrades, combined with early season snow, make Ski Utah very excited for the coming season".
At the unveiling of the TV spots at the State Capitol, UOT also announced a public month-long participation element to the ad campaign utilizing social media. In cooperation with Ski Utah, the office is asking for the public to go online and vote for their favorite ad. The ads are posted on both the Office of Tourism Web site and Ski Utah's site, where the public can not only vote on their favorite spot, but also enter to win free ski gear from Ski Utah. Winners will be announced December 17th.
Two of the ads will air on national cable television channels from Jan. 2-23, 2011. The networks include: A&E, Bravo, ESPN/ESPN2, Food Network, Fox News, History, MSNBC, National Geographic, Nat Geo Wild, Planet Green, Investigation Discovery, and Discovery Science.
Ski Season Underway in Utah
With six resorts already open and three more scheduled to open this week during the snowiest November in recent memory, Utah's 2010-11 ski and snowboard season is already in full swing.
Brighton Resort kicked off the winter season on Nov. 11, followed closely by its neighbor in Big Cottonwood Canyon, Solitude Mountain Resort, on Nov. 12. Snowbird Ski and Summer Resort joined the open list on Nov. 13, as did Alta Ski Area this past Friday. Park City Mountain Resort and Brian Head Resort fired up their lifts for the first time this season last weekend.
Scheduled to join them this week are three resorts surrounding the Ogden Valley: Snowbasin, Powder Mountain and Wolf Mountain. The remainder of Utah's 14 ski and snowboard resorts will follow in December.