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Utah Travel Headlines

Tuesday, May 04, 2010

Utah Valley Refocuses Its Tourism Marketing

Utah Valley, home to Provo City and Brigham Young University, has used the slogan “Adventure Awaits” to try to entice visitors to stay and play in the area. But CVB leaders think the slogan has run its course and is ready for retirement. The replacement: “Utah Valley: Bring everyone together”.

The Provo Herald has this article about the change. Below are excerpts.

"When you're looking at branding, I think you look at what space you can own," UVCVB president Joel Racker said. "No matter how much money we can throw at 'Adventure Awaits,' we are not going to own that space."

But meeting family and friends for The Church of Jesus Christ of Latter-day Saints Women's Conference, or Brigham Young University football games, or graduations? The county has that covered.

The new branding strategy is the culmination of two years' work with UVCVB's advertising partner, Farmington-based thomasARTS. Though the "Adventure Awaits" approach has served its purpose, research interviews with 600 business and community leaders as well as 600 out-of-towners suggested the gathering aspect was stronger.

The hiking, biking, fishing and climbing are still draws to the area, but the valley might be better served playing up the low-key activities.

New brochures will likely include photos of down-home folk enjoying the Spanish Fork Festival of Colors, or the Timpanogos Storytelling Festival, or the Thanksgiving Point Tulip Festival, emphasizing the practical gathering appeal of Utah County, including its proximity to Interstate 15, Salt Lake City and Sundance Resort.

One of the selling points this year, for instance, is UVCVB's new Par Pass, a partnership between the bureau, local hotels and all 11 public golf courses in the county. For $45, anybody (though business travelers are the target market) can play 18 holes at the course of their choosing, including a 30-day advance tee-time reservation.

The UVCVB revamp is interestingly timed, considering Portfolio.com rated Provo the least fun metropolitan area in the country last week. Racker wants to invite the editor of Portfolio to town for a follow-up to change his mind. Then again, Utah Valley isn't trying to be Las Vegas or New Orleans, he said.

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