Utah tourism officials are primed to strut the state's stuff to potential spring and summer tourists from out of state.

Television, print and online ads are the linchpins of a $3.4 million campaign that begins Monday and highlights Utah's natural beauty and myriad activities available for folks spending time and money in the state.

With "money" being a key word.

"We know that if we are successful in travel/tourism, not only does it expose people to a great and wonderful destination that is receiving increasingly international accolades, but it is good economic development practice at the end of the day," Gov. Jon Huntsman Jr. said at a Thursday news conference announcing the campaign's launch. "We have to pay the bills."

Each of the ads created by Salt Lake-based Struck Communications (formerly W Communications) will display the "Utah: Life Elevated" brand. The campaign, to run through August, was approved by the Utah Board of Tourism Development and is expected to yield 198.3 million advertising "impressions."

Most of the campaign's spending — 81 percent — will go toward TV spots that will air on local stations in Denver and Los Angeles and on a few cable channels.

The spots depict outdoor gear, including kayaks, rackets, backpacks, even an inflatable raft, moving along an airport baggage carousel in Utah, as a biker, horse rider and rappeller do their stuff nearby.

Print ads will be in several magazines and feature a range of activities and spectacular vistas.

An ad for fly fishing is headlined, "In offices everywhere, the march of productivity strides ever onward. What a shame."

The campaign also will feature online ads at tourism-related Web sites and Yahoo.

Potential tourists also will learn more about Utah in a 20-page insert to be placed in more than 1 million newspapers in Los Angeles, San Jose, San Francisco, Las Vegas, Phoenix and Denver; posters to be available at gift shops; and through Utah images and messages on 24 trailer wraps as C.R. England trucks traverse the West and the East Coast.

State officials are hoping to maintain the momentum of recent visitation increases. Huntsman noted that before Utah began large-scale marketing, the state had 17 million tourists annually. That figure grew to 19.3 million in 2006.

"We're knocking on the door of 20 million tourists per year, which I think is pretty awesome," Huntsman said.

Leigh von der Esch, managing director of the Utah Office of Tourism, said TV ads last summer in Los Angeles, Denver and Las Vegas prompted increases in the number of phone calls to the tourism office and in the number of visitors to the state tourism Web sites.