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SALT LAKE CITY – The Utah Office of Tourism, part of the Governor’s Office of Economic Development, began a 20-day national cable advertising run this week highlighting the state’s winter tourism product. The 30-second commercial spots, created by Struck/Axiom, star the reoccurring “snowflake characters” who are deemed worthy to fall on Utah slopes by a humorous snow judge.  The $1 million television campaign incorporates The Greatest Snow on Earth® and Utah Life Elevated® brands, as well as focuses on Utah’s unparalleled access and value for ski travelers.

“With the media turning its attention to winter sports and the upcoming Olympic Winter Games in Vancouver, Utah’s own Olympic legacy is being remembered.  Now is the perfect time to promote the strengths of Utah’s ski product,” said Spencer Eccles, executive director of the Governor’s Office of Economic Development.
“Ad effectiveness and awareness research from last year told us that the Utah snowflake ads helped us break out of the clutter,” said Leigh von der Esch, managing director of the Utah Office of Tourism. “We have closely coordinated the campaign with Ski Utah and our other winter partners in order to leverage our marketing dollars.”

The television ads are airing on eight cable networks, including Fox News, History, Bravo, Food Network, A&E, ESPN, Travel Channel, and MSNBC.  These ads are part of an overall $1.2 million campaign, which includes an online effort that began in November.  The online ads also bring attention to the dining, shopping, nightlife, and family fun available during the winter season – all elements of the Utah Life Elevated® brand.

Ski Utah, the marketing arm for the state's $1 billion ski industry, is running print and online ads as part of the coordinated marketing effort.  Utah’s winter destinations and enviable business climate will also be featured this month in a five-minute Delta Air Lines in-flight video that will reach more than 3.5 million passengers.
 
The snowflake ads are also running on KNBC in LA through the first week of February and on NBC Universal Sports in Los Angeles this month, boosting the marketing efforts of the Park City Chamber/Bureau in southern California.  Finally, two spots will run on NBC on January 24 during the U.S. Snowboarding Grand Prix.   
 
For more information, please contact the Utah Office of Tourism at (801) 538-1900 or visit www.utah.travel.

Contact: Tracie Cayford
(801) 538-8777
(801) 541-3352, cell
traciec@utah.gov