Dallas: 1 spot Academy Awards 2 weeks Early and Late News – 140 GRPs Portland: 1 spot Academy Awards Spring/Summer Campaign Branding + 20.02% Celebration March - July 2002 Magazines: Travel Holiday Conde Nast Traveler- Co-Branding with New Balance Sunset Westways Gourmet Internet: Trails.com Gorp.com Outsideonline.com Travelandleisure.com Direct Mail Dropped March 25, 2002
National/International Public Relations and Trade Development The Division conducted a global public relations program in North America and in key European markets in the 12 months before the 2002 Olympic Winter Games. The program, conducted with public relations firm Hill and Knowlton, generated 109,940,565 national impressions to increase awareness of Utah. The national and international plan included: monthly tourism news releases; seven group familiarization tours; dozens of individual press trips to Utah; planning and execution of the $20.02 Winter Celebration media event in New York City with Ski Utah; Olympic Torch Relay outreach to media throughout the United States; and an ongoing news bureau. The Division also developed an online newsroom for travel journalists on its state website to facilitate dissemination of story ideas about tourism in Utah. Broadcast coverage of Utah destinations appeared on top television networks in North America and overseas, including NBC, the BBC, CNN, CBC and NHK. The Division’s video B-roll and 2002 Gold Edition Photo CD were successful initiatives. Many of the CD’s 84 high-resolution images of Utah’s Olympic venues, tourism destinations, national parks and other unique landscapes appeared in hundreds of magazine and newspaper articles around the world and on dozens of websites. The Division distributed 2,600 of the Photo CDs to media and tour operators in FY2002. We also distributed 48 video B-roll tapes to broadcast media for use in television coverage of Utah. The Division’s international marketing outreach targeted National Olympic Committee-designated tour companies in 46 countries – providing them with information and images for Utah product in tour catalogues and for trip packages to Utah during the Games. The Division provided Utah tourism and Salt Lake Olympic publications for distribution by U.S. embassies in the U.K., Belgium, France, Germany, Finland, Italy, Portugal, Spain and Hungary. 28
