Utah is spending $3.2M on tourism ads
State hoping to keep visitor numbers steady
The Utah Office of Tourism is spending $3.2 million this spring for a print and television advertisement campaign in hopes that the number of out-of-state visitors this summer remains steady.
Last year, about 20 million people visited Utah and spent more than $7.2 billion, said Leigh von der Esch, the office's managing director. Von der Esch said she doesn't have any projections for this year.
"It's hard to predict," she said. "I've heard from other states. They would consider 'flat' the new 'up.' "
This spring, the ads will appear on national cable television channels, including National Geographic, A&E, the History Channel, Fox News, Animal Planet and the Travel Channel. Also this spring, ads will run on local stations in Los Angeles, Denver and Phoenix. Research shows that the majority of out-of-state visitors are from nearby states, von der Esch said.
Print ads will run in Sunset, Outside, National Geographic Adventure, Budget Travel and Backpacker magazines. Interactive ads will also appear on the Internet, including Orbitz.com, TripAdvisor.com, and Expedia.com. In all, the Office of Tourism is expected to generate 214.5 million advertising "impressions."
The ads take into consideration the pocketbooks of would-be out-of-state visitors during the recession, said Steve Driggs, creative director for Salt Lake City-based Struck Inc., which created the campaign.
While previous ads have shown canoes at an airport baggage claim, no airports are featured in this year's commercials. "Maybe people aren't going to fly in for a Utah trip, but they are going to drive in," Driggs said.
The commercials also focus on multiple activities that visitors can enjoy — from camping to climbing — to emphasize the value of a Utah vacation.
"One day, you could be hiking red rock," von der Esch said. "The next day, you could be enjoying the symphony in Park City and the cool mountain air of Deer Valley."
The money for the advertising budget comes from a fund the Utah Legislature created in 2005 from taxes related to tourism. Between 2005 and 2008, tourism has increased from 17 million to more than 20 million visitors. Spending is up from $5.4 billion to $7.2 billion during that period.
MAIL: lhancock@desnews.com
Recent comments
Thank Goodness Obama Stopped The Drilling.
Randall | April 9, 2009 at 12:38 p.m.
Ongoing kudos to Leigh and her staff. Utah's tourism efforts are a...
Ed Meyer | April 9, 2009 at 9:22 a.m.
...is advertising, not the news, per se.
How quaint, then, that...
The Business of Newspapers... | April 9, 2009 at 1:04 a.m.
- Kids may suffer from exhaust fumes 5:43 p.m.
- School holds PE during lunch 5:42 p.m.
- Bill: Gov. could pick chief justice 5:41 p.m.
- Foundation divvies out upgrades 5:39 p.m.
- Gifts your valentine will heart 5:10 p.m.
- Why do boys have to burn things? 5:05 p.m.
- Look out, my girl's on Facebook 5:04 p.m.
- Blog: Will Democrats counter states'... 5:03 p.m.
- Doing a hot business in old stoves 5:03 p.m.
- Protein smoothie is blast of berries 5:02 p.m.
- Utah Jazz Ironmen
- High school players commit to BYU
- LDS veggie program helps Bolivians
- Teacher merit pay debated
- Utahn's 'Caveman Diet' catching on
- SLC's City Creek moves ahead
- MWC race shaping 'Survivor' style
- Kaman, not Boozer, on All-Star team
- 2nd Layton girl hospitalized from gas
- Cougars hope for fast rebound
- UNLV bombs BYU into loss
185 - Teacher merit pay debated
179 - Why do they hate us? Try asking
150 - Countering attacks on LDS scholarship
140 - Letters: Tea Party hypocrites
118 - Rally in opposition to benefit cuts
90 - Utah football alters schedule
80 - High school players commit to BYU
77 - Let's talk college hoops
77 - BYU's prime postseason position?
77
Hummmm...and how many utes have won a super bowl? Or in fact had an...
All this just goes to prove that repubs dish it out but they sure can't take it.
You aren't going to get Turiaf for CJ. I'd be curious to see how hard the...
No matter how "U" try to spin it, shape it, mold it or try to make your case,...
A fantastic athlete. It was great to be able to see her do so well on Friday...
Obama ought to spend more time actually trying to solve this economic mess he...
I've worked for the state for 15 years and I still qualify for public...
re --- to Anonymous 4:43 | 5:24 p.m ["How does incest harm others yet gay...
You stated Obama trained ACORN lawyers. Yet, ACORN had to HIRE the firm...
@Signs, Islam is awefully persecuted- as are Gay marriage advocates. By...



