Utah’s preferred slogan too close to Colorado’s | SummitDaily.com
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Utah’s preferred slogan too close to Colorado’s

THE ASSOCIATED PRESS

SALT LAKE CITY – The leading choice for Utah’s new tourism slogan was so close to one used by Colorado that state officials have delayed the brand’s launch.Utah tourism officials planned on releasing the slogan on Feb. 8, but discovered last week that it was too similar to the Colorado Ski Association’s “Enter a Higher State” campaign.The Utah Office of Tourism and Film is declining to say what it’s planned slogan was.It was during the process of registering the state’s now-abandoned, new slogan that state officials learned of the similarity.”That’s when the Colorado thing came to us, and we decided Utah was more about ‘attitude’ than ‘altitude,’ anyway,” said Utah Office of Tourism director Leigh von der Esch.The launch date for a new state slogan will be rescheduled before the end of the Utah legislative session, but von der Esch said a specific date has not been set.The tourism chief insisted the slogan similarity was discovered during branding team “due diligence” more than a week ago – long before a Friday e-mail exchange with a person who reported the rumor about the slogan and signed off as “a concerned resident.” The exchange was copied to The Salt Lake Tribune.Von der Esch said once the problem was discovered, there was never any doubt that the questionable slogan would be pulled – even if that meant delaying the launch.”‘Enter a Higher State’ was something like where we wanted to go, but that won’t be it,” she said.”We have one chance to get this done, and we want to get it right – we want a slogan that captures the essence of Utah.”


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