Previous Campaigns | Olympic Series | Advertising Home
To capitalize on hosting the Games, the Utah travel Council used Olympic influenced advertising long before the Games entered our state. We began by adding the tagline "The official playground before, during and after the 2002 Olympic Winter Games" to all of our advertising efforts. Our Olympic Series advertising began during the 2000 Olympic Summer Games in Sydney. The Utah Travel Council used the re-ignited interest and passion for Olympic sport to connect emotionally with potential visitors and let them know that the Games would be in Utah in 2002. The campaign consisted of two (2) TV spots that were aired in Los Angeles during the NBC 2000 Olympic Summer Games' broadcast.
In the Fall of 2001, Utah was faced with a unique problem. Based on the experiences of other Olympic host cities like Nagano and Atlanta, the Travel Council was concerned that many potential visitors would be worried about the hassles associated with taking a ski vacation in Utah during the 2002 Olympic year. Construction, last minute venue preparations, crowds and other negative perceptions were believed to be impediments to potential visitors. In an effort to ensure that tourism visitation/revenues were maintained in the months leading up to the Olympic Winter Games, the Utah Travel Council ran a TV advertising campaign designed to promote tourism during these months.
TV spots require QuickTime to view, click on the icon to download.
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