The Utah Snowflakes are back on the road, er, air, with the launch of the Utah Office of Tourism's ad campaign. The funny bits of white have started their 20-day national cable run to whimsically highlight the state's winter tourism product. The 30-second commercial spots, created by Struck/Axiom, star the reoccurring "snowflake characters" - those deemed worthy to fall on Utah slopes. The $1 million television campaign incorporates The Greatest Snow on Earth and Utah Life Elevated brands, as well as focuses on Utah's well-known access and value for ski travelers. Make sure you watch one of these spots if you haven't had a chance to chuckle lately.
"With the media turning its attention to winter sports and the upcoming Olympic Winter Games in Vancouver, Utah's own Olympic legacy is being remembered. Now is the perfect time to promote the strengths of Utah's ski product," said Spencer Eccles, executive director of the Governor's Office of Economic Development.
"The Utah snowflake ads helped us break out of the clutter," said Leigh von der Esch, managing director of the Utah Office of Tourism.
The television ads are airing on eight cable networks, including Fox News, History, Bravo, Food Network, A&E, ESPN, Travel Channel, and MSNBC. They are part of an overall $1.2 million campaign, which includes an online effort that began in November. The online ads also bring attention to the dining, shopping, nightlife, and family fun available during the winter season - all elements of the Utah Life Elevated brand.
Ski Utah, the marketing arm for the state's $1 billion ski industry, is running print and online ads as part of the coordinated marketing effort. Utah's winter destinations and enviable business climate will also be featured this month in a five-minute Delta Air Lines in-flight video that will reach more than 3.5 million passengers. Now, all they need are a few of those legendary dumps to drive the energy. Vacation visits are down in a big way with the slopes relatively vacant on any given weekday.
The snowflake ads are also running on KNBC in LA through the first week of February and on NBC Universal Sports in Los Angeles this month, boosting the marketing efforts of the Park City Chamber/Bureau in southern California. Finally, two spots will run on NBC Jan. 24 during the U.S. Snowboarding Grand Prix.