Leigh von der Esch, managing director of the Utah Office of Tourism, admits that the big bucks at stake add pressure, "but there is good pressure and good stress." Suggestions from the public during a "branding tour" of the state and feedback from focus groups have helped officials refine their brand options.

"That's why we're spending the time we are, working on the tag line, to be able to push forward the message," she said. "The challenge is utilizing the money we've been given — which is more than in the past, certainly — the best way we can and make it the most effective and make certain we've done the appropriate research so that we know exactly where our message will go out first and how it can be carried forward."

Von der Esch said that regardless of the new brand, tourism officials will likely stick with the successful "Greatest Snow On Earth" tag line to promote Utah's ski industry. Hinting at Utah's new brand, she said the essence will be "to elevate." "Aspirational" is another word describing it, she said.

"And there are a lot of features we have in common with other states, but we want to differentiate ourselves as we go forward," she said.

State officials also are trying to find a brand that will reach beyond the traditional tourist and be able to touch on arts and cultural heritage and even economic development, she said.

Comparisons

So, how have other states branded themselves for tourists? Some have found stalwart slogans and not veered from them — the aforementioned New York and Virginia, for example. But many states switch constantly. Some try to match their tourism brand with their license plate verbiage or state quarter designs. Some use a new brand with any new advertising and marketing campaign.

One goal is to have something unique, but not all states have been successful in that regard. "Visit Florida," "Enjoy Indiana" and "Explore Minnesota" have obvious parallels. So do Michigan's "Great Lakes. Great Times," South Dakota's "Great Faces. Great Places" and South Carolina's "Smiling Faces. Beautiful Places." Maryland does Arizona's "Seize The Day" one better: "Seize The Day Off."

Sometimes brand-changing is controversial. West Virginia Gov. Joe Manchin III recently had two welcome signs bearing the slogan "Open For Business" placed on the state border, and despite criticism there's a move afoot to make that the official brand and also slap it on license plates.

New Jersey's then-acting Gov. Richard J. Codey rebuked an advertising firm's slogan of "New Jersey: We'll Win You Over" as being too negative (the firm got $260,000 anyway). State residents were asked to choose from five other options. Last month, they selected "New Jersey: Come See For Yourself." Among nearly 8,000 suggestions from residents were "NJ: How You Doin'?!" and "Most of Our Elected Officials Have Not Been Indicted."