SALT LAKE CITY - Travelers in New York and Los Angeles are viewing Utah's humorous snowflake commercials on local television stations as part of the Utah Office of Tourism's $1.2 million winter advertising campaign. The TV spots began airing on WNBC and WABC in New York and KNBC and KABC this week. Digital billboards in affluent areas in LA are also running Utah ads through the end of the month.
The Utah Office of Tourism is also focusing on increased social media efforts on YouTube, Facebook, Twitter, as well as other networks as part of the campaign that will run through February. YouTube promoted videos of Utah will be displayed on relevant sections of the site. The spots can be viewed on the Office of Tourism's YouTube channel: http://www.youtube.com/user/utahtourism
"The ski industry is a key component to Utah's $6.5 billion tourism industry and we've experienced some record-breaking seasons since Salt Lake City hosted the 2002 Olympic Winter Games," said Spencer Eccles, executive director of the Governor's Office of Economic Development (GOED). Last year was Utah's second best season on record with 4.22 million skier days.
"Los Angeles and New York are two of our key markets for destination skiers who love Utah's Greatest Snow on Earth!AE," said Leigh von der Esch, managing director of the Utah Office of Tourism, an agency of GOED. "We are excited about the social media component that will allow us to be more nimble in our messaging."
In addition, the campaign will include sponsorship of ski reports and two-minute message segments on WABC in New York and time and temperature sponsorships and two-minute spots on KABC in Los Angeles. A taped segment with former Olympic skier Heidi Voelker, who is featured on license plates in Utah, promotes the state's family friendly slopes. The Utah Office of Tourism is also providing early morning news and weather sponsorships on KNBC and WNBC.
"Fresh off the heels of our second best ski season on record with over 780 inches of snow, Utah's resorts are excited to connect with our top destination markets through this campaign," said Nathan Rafferty, president of Ski Utah and a member of the Board of Tourism Development. "These ads cleverly highlight the industry's strengths of snow and access at one of the most crucial booking periods of the year."
Utah's ski season officially began on November 10, 2011. This year also marks the 10th anniversary of the 2002 Olympic Winter Games in Salt Lake City. The 2002 Winter Olympics have contributed to a 42% increase in skier days, according to Ski Utah that reports the state went from $704 million in direct expenditures to $1.2 billion last year.