plugging in to utah | Adweek  plugging in to utah   If Utah Gov.
Mike Leavitt has his way, visitors to the Winter Olympics will
leave with a newfound respect for a state that often feels
maligned by outsiders.  Just in time for the Games, Leavitt OKed
a $750,000 ad push touting the state as a leader in technology.
"Most people have no perception of this state, and if they do,
it's all just mountains and Mormons," said Deborah Lindner of
the Utah Department of Economic Development, which is
coordinating the effort with Salt Lake City agency Euro RSCG/DSW
Partners.  Using the slogan, "Utah! Where ideas connect," the
ads seek to blend the state's natural beauty with its tech
nological prowess. For example, one print ad has a ski-lift
gondola traveling up a line connected to a computer mouse. Copy
says Utah is one of the "most wired states in the nation."  In
the weeks leading up to the Games, Leavitt hosted a number of
receptions in the Los Angeles area, inviting media and tech
types. The message was two fold: