The Utah Office of Tourism on April 6 launched a new national brand whose tagline, "Life Elevated," reflects the state's geographic features, as well as its travel opportunities. "Our new tagline not only captures the essence and diversity of Utah, but it can also be used to promote business, arts and culture," said Leigh von der Esch, Utah Office of Tourism managing director. The office has $10 million to market the state, of which $400,000 has been invested to develop the new brand. The Office will market Utah to out-of-state visitors including urban dwellers, active travelers and families. The Office of Tourism also said that nationwide research on Utah's brand awareness is being conducted to gauge potential visitors' perceptions about the state.
