Ads will push Utah to 'urban escapists'
A $3.8 million advertising campaign — of which 76 percent will be TV spots — was approved Thursday by the Utah Board of Tourism Development. Aimed at outdoor adventurers and "urban escapists," the ads, produced by Struck Communications, will begin March 19 and end Aug. 27.
The campaign includes full- and half-minute TV spots and print and online ads.
"Everything I've seen today is exciting, and it's a big step forward," board member Bob Bonar said.
Designed to demonstrate the array of outdoor activities available in Utah, the TV ads show a kayak, inflatable raft, backpacks, racquets, a bicycle and other outdoor equipment conveyed onto an airport baggage claim machine, with a fellow on horseback in the background. It drew applause from board members who viewed it Thursday.
The 60-second version will run nationally on the Discovery Channel, TLC, Food Network, Versus, Travel Channel and Bravo and on those channels' satellite feeds. While targeting out-of-state potential tourists, the ads will be available to Utahns watching those channels. The 30-second version also will play on cable and over-the-chair channels in Denver and Los Angeles.
The online ads — in the form of banners, video and text — are expected to be on several popular Web sites.
A Struck official said the campaign should result in about 190 million advertising "impressions."
"This is incredible work," board member Steve Lindburg said. "It's very exciting, very cool."
A set of "wraps" for semi-trailers are in production. They feature a mix of summer and winter images and vistas, and on the back is the phrase "This Is Your Exit," with an arrow pointing to the words "Utah: Life Elevated."
E-mail: bwallace@desnews.com
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