Utah Office of Tourism is launching a new coast-to-coast TV campaign aiming to lure more winter sports enthusiasts to the state.
The latest campaign is encouraging skiers and snowboarders to ‘Find Your Greatest’ with a set of ads airing in core markets from November 1.
The campaign features a set of six ads showcasing six personal experiences of Utah from winter sports athletes including paralympian champion Chris Waddell and gold medal winning snowboarder Sage Kostenburg.
"This is a new way to tell the ski story that personalizes your particular interest whether you’re a snowboarder or a skier and shows the authentic Utah story," said Vicki Varela, director of the Utah Office of Tourism.
"Every year we’ve advertised, we’ve gotten an increase in tourism revenues; that demonstrates that you have to advertise, you have to tell your story to get people to come and spend money here," Varela added.
"We have a major ad buy on the east and west coast — that’s New York, Boston, San Diego, Los Angeles — those are the customers we love."
Skiing is a $7.5 billion industry in Utah and contributes almost $1 billion in state tax revenues.
A survey conducted in 2012 estimated out-of-state visitors spend an average $323 a day in Utah ski resorts.
