Branding
The state of Utah relies heavily on income from tourists and travelers taking advantage of the state's ski resorts and natural beauty, and thus the need to "brand" Utah and create an impression of the state throughout the world has led to several state slogans, the most famous of which being "The Greatest Snow on Earth", which has been in use in Utah officially since 1975 (although the slogan was in unofficial use as early as 1962) and now adorns nearly 50 percent of the state's license plates. In 2001, Utah Governor Mike Leavitt approved a new state slogan, "Utah! Where Ideas Connect", which lasted until March 10, 2006, when the Utah Travel Council and the office of Governor Jon Huntsman announced that "Life Elevated" would be the new state slogan.
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