Von der Esch said Huntsman will want to participate in the brand selection, as previous governors have done with earlier brands, such as former Gov. Mike Leavitt's "Utah! Where Ideas Connect."

Local tourism organizations and groups such as Ski Utah have been asked for ideas about how to "make this the most integrated plan we can — not duplicative, but integrated," von der Esch said.

Rep. Stuart Adams, R-Layton, the task force's co-chairman, said the goal is the most efficient use of money.

Von der Esch said it's possible that some cooperative campaigns with county and local groups could be underway prior to the new statewide program.

"Coming out of $900,000 the last couple of years, I can tell you there was not that much to spend the first four months of the new fiscal year," she said. "And much of it, without competing with the (state) brand or what the advertising company will propose, enables us to enhance what our partners are doing."

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