Skift Take

Utah is addressing a problem many destinations have -- how do you get tourists to explore less popular but worthy attractions. For New York City it is Brooklyn and the Bronx; for Utah it's anything beyond the national parks.

A new Utah Office of Tourism campaign will depict the state as a classic American road trip destination.

The $4.6 million “The Road to Mighty” campaign will include TV commercials in Los Angeles, Las Vegas and Denver this spring. There will also be nationwide digital ads.

The state’s current “Mighty Five” campaign focuses on Utah’s national parks: Zion, Bryce, Capitol Reef, Canyonlands and Arches.

Governor’s Office of Economic Development officials say that campaign will continue to run nationwide until April 3.

The new campaign includes shots of the national parks, but it also has footage of Utah’s state parks and scenic byways.

Gov. Gary Herbet says Utah is a state that has a lot to offer travelers. He says tourism and travel revenue has grown 53 percent since 2005.

This article was from The Associated Press and was legally licensed through the NewsCred publisher network.

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Tags: advertising, national parks, tourism, utah

Photo Credit: Getting there is half the fun in Utah where there is a lot to see in road trips. Moyan Brenn /