The Beehive State has cast a net for an agency to promote its established tourism slogan, "Utah: Life Elevated," on a national and global scale to expand its use to areas like economic development and create an "integrated global brand."
First introduced by the Utah Office of Tourism in 2006, the state wants to expand the Life Elevated pitch to business prospects, tourism/film/economic development organizations, media, social media audiences, as well as its own citizens.
Utah reviewed its tourism PR account earlier this summer, tapping New York and Denver-based Turner PR.
"In creating an integrated global brand, we seek to differentiate Utah for its great quality of life amazing year-round outdoor recreation, as well as arts and culture," reads an RFP released last week.
Gov. Gary Herbert is behind the "brand expansion" bid to build out the Life Elevated campaign.
The move follows neighbor Colorado's August rollout of its first state brand, a move to unify marketing, economic development and PR there.
Proposals are due Dec. 20. Three finalists will be expected to pitch in Salt Lake City in January.
The RFP is available via the state's online procurement portal.
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