SALT LAKE CITY: Utah has kicked off a $14 million branding campaign in an effort to attract more tourism to the state.
The work will be split between M Booth & Associates (MBA) and AOR ad firm W Communications.
Mark Hurst, president of W, said that nontraditional communications would play a prominent role in the campaign.
"This agency has a real passion for nontraditional [advertising]," Hurst said. "Our proposal included having giant fish in the subways of New York and taking over Grand Central [Terminal] with a fly-fishing [exhibition]." Utah is widely known as a fishing destination.
W subcontracted MBA, which it met through a referral, for the PR component.
President Margaret Booth said the push will focus on attracting family visitors, and she expects work to include a lot of national and regional promotional events and online viral campaigns.
"A lot of the work will depend on good PR," Booth said. "This will not just be a media relations campaign."
Joan Brower and Joan Bloom, MBA SVPs and co-directors of its travel and lifestyle practice, will run the PR component. PR billings are still being worked out, Booth said.
Hurst said that MBA's New York and tourism experience played a large role in its decision to hire the agency.
Twenty consortiums submitted bids to Utah's Governor's Office of Economic Development, and eight were finalists.