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NEWS RELEASE
November 23, 2005
Contact: Tracie Cayford, (801) 538-8777, traciec@utah.gov
State of Utah Stands Tall in London
Marketing Effort Highlights State’s Visual Diversity,
Recreational Opportunities
Salt Lake City - Utah Office of Tourism representatives have recently returned from London where they introduced the state’s new branding concept at the World Travel Market, one of the premier travel industry events in the world. The trade show was held at Excel in London's Docklands from November 14-17, 2005. Utah sponsored the prestigious Captains of Industry Lunch on the opening day, which was attended by 200 senior management executives from the tourism industry and a dinner for the British Travel Writers Guild. In addition, the Utah Office of Tourism partnered with Colorado and New Mexico to support a regional booth at the trade show.
"Utah was well-received to a worldwide audience in London and we were delighted to expand our tourism promotion in the UK," says Leigh von der Esch, managing director of the Utah Office of Tourism. "We look forward to working more extensively with our British tourism partners to create and promote memorable vacations in our state." The UK is one of Utah’s largest overseas markets, according to the U.S. Department of Commerce. Based on research, a British visitor to Utah spends $654 per day compared to $74 per day for an overnight domestic leisure traveler. The Utah Legislature has allocated $14 million for tourism promotion over the next two years. The state’s tourism office is working with W Communications in Salt Lake City to develop the branding initiative designed to boost the number of out-of-state tourists, lengthen tourist visits, and boost visitor spending. This fall, the Utah Office of Tourism hosted a Branding Listening Tour in more than a dozen cities around the state to get public input on Utah’s assets.
"We are referring to our recent efforts in the UK as a branding tease because we’re still focus testing the slogan and logo, but we wanted to give the international tourism industry a greater sense of the Utah product, such as world-class skiing, national parks, great cuisine, and arts and culture," says von der Esch. While in London, the Utah Office of Tourism celebrated the World Travel Market number one rankings and awards for Sorrel River Ranch resort and spa near Moab and Red Mountain Spa in St. George.
Utah is known for its world-class attractions, including five national parks, 41 state parks, national monuments, scenic byways, 13 ski and summer resorts, arts and culture and Temple Square. Ski magazine readers recently named Deer Valley in Park City the No. 1 ski resort in North America, and Snowbird/Alta in Little Cottonwood Canyon near Salt Lake City were ranked as the No. 1 resort in the United States in Skiing magazine for the fourth year in a row.
"Utah is well-positioned to take advantage of the desire of many travelers today who want to reconnect with their families and friends," adds von der Esch. "Utah is a year-round playground in a cultural and historic western setting. Whether you want to visit white capped mountains or red rock country, there is something for everyone."
Tourism is one of Utah’s largest industries, generating nearly $5 billion in traveler spending for the Utah economy last year. In 2004, traveler spending produced $394 million in state and local tax revenues. More than 17 million tourists visit the state every year.
Branding Utah dates back to the 1940s and 1950s when the state used slogans such as "Utah, the Friendly State," "Utah, Land of Color," and "Utah the Unique." In recent years, the state has been known as a "Pretty, Great State" with the "Greatest Snow on Earth®." During the 2002 Olympic Winter Games, the state was branded as "Utah! Where Ideas Connect" to promote Utah’s growing business environment.
The State of Utah is targeting mid-January to launch its new brand. For more information, contact the Utah Office of Tourism at 300 N. State Street, Council Hall/Capitol Hill, Salt Lake City, Utah, 84114, (801) 538-1900 or visit http://travel.utah.gov/ or http://www.utah.com/.
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