Red Rock Adventure Blog

The state is spending $2.4 million on this advertising effort, 80 percent of that on television spots. Tourism leaders say that investment reaps millions more in visits from out of the state and out of the country.

In marketing, it's all about visuals and humor and having a story to tell.

Tourism leaders with the state think they've got all that in the ads with a bright-red, old-school SUV overloaded with gear, their symbol for plenty to do in one of America's most beautiful states.

The governor kicked off the state's summer ad campaign Tuesday, with a new emphasis on how vacationing in Utah can make you healthier.

"We have more hiking trails, more places to walk and recreate, to make yourself get outdoors, become robust, get that blush back in your cheeks, get a little suntan on your forehead, and become healthier and enjoy a healthy lifestyle," Herbert said.

There's a renewed emphasis on Utah's state parks and other things to do.

"You know, one of the great secrets that we are now trying to make un-kept is the great golf venues we have in this state," Herbert said.

The first thing you notice about the red Jeep Wagoneer is how it is overloaded with virtually every item an outdoor enthusiast could possibly use.

The as-yet-unnamed road trip party vehicle — carrying bicycles, water skis, golf clubs, a canoe, coolers, tents, sleeping bags and a bunch of other stuff — remains one of the centerpieces in the Utah Office of Tourism's spring and summer marketing campaign.

The $2.4 million national advertising campaign officially launched Tuesday at the Capitol.

"Last year, our non-winter campaign … generated over 800,000 visitors into our state and resulted in $56 million of additional tax revenue," Gov. Gary Herbert told the audience in the Capitol rotunda Tuesday. "So, for every dollar we've invested, we get about $18 in return."

"Our messaging is resonating," she (Leigh von der Esch, managing director of the Utah Office of Tourism) said. "Everything you want to do is so close by. You can get to the national parks so quickly. You can do five in a week. Our state parks have fabulous value and (there are also) the rodeos and the community events."