Gov. Jon Huntsman Jr. said the new brand is "a simple phrase with deep meaning." A video shown at the event had people interpreting "Life Elevated" many different ways, from references to mountains to the feeling they get when visiting parts of the state.

"This tag line is not prescriptive, as in 'Find Yourself in California,' or descriptive only as in 'Colorful Colorado,' " said Leigh von der Esch, managing director of the Utah Office of Tourism. "It's aspirational. It's inspirational. It's what brought the early pioneers to this state. They aspired to a better life and, as we know, they found it. We who have moved here have also been able to aspire to another life and find life-affirming experiences."

And visitors, she said, will find an unending opportunity to discover vast landscapes and experiences as well as "the undiscovered and perhaps the neglected in ourselves."

"A lot of work has been done. We can be proud of it, and more is to come," von der Esch said. "Our competitor states know it. We see references in other papers talking about what Utah is doing and how they can spend more and try to counter it."

" 'Life Elevated' is what the world is seeking," Huntsman said. "An escape from the ordinary. A chance to reconnect with loved ones and a diversion from the travails of day-to-day life. A way to lift their spirits and return to their homes fully refreshed after visiting our great state.

"It is an attitude of optimism, persistence, curiosity, compassion and innovation, and it incorporates all Utah is and has the potential to be. Life elevated — there is no better way to describe the experience that is Utah."

The governor, a globe-trotting type, spoke of the many locales he has visited. "While each place is unique and beautiful, Utah's white peaks and red valleys, rich deserts and alpine meadows provide a greater range of attractions for tourists than anyplace else on the face of the earth," he said.

McClelland noted that while selecting a brand and strategy was difficult, selling Utah to others "isn't that hard."

"We have a gift that no one else has," he said. "That gift is the majestic scenery and the diversity and the beauty of our state that allows people to come here and have a new experience at every turn. This gift was created a long time ago, long before any of us arrived here, and it is what people are looking for. Our job is easy now. All we have to do is wrap this gift up in a neat little package, put a bow on it and deliver the package to as many people as possible. Our state will sell itself."

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