Nov. 19--State tourism officials believe ads in AAA publications will attract visitors to Utah better than newspaper inserts.

One year after pitching Utah vacation sites in inserts in the Sunday travel sections of major Western daily newspapers, the Utah Office of Tourism is moving that part of its print advertising budget to publications of regional AAA clubs.

The Tourism Office was authorized by its board last week to spend up to $150,000 on ads in Westways magazine, a publication of AAA's Automobile Club of Southern California, and High Roads, the magazine for AAA Phoenix members. It also was asked to see if that budget could accommodate ads in Via, which goes to AAA members in northern California and in Las Vegas.

"This feels like a good fit for us," said David Williams, Tourism Office deputy director over marketing and research.

Research shows the recession will keep travelers closer to home and looking for deals. AAA publications go to people who take driving road trips and appreciate the discounts AAA members get.

"We get a high proportion of visitors driving into the state and we're already in the AAA Guide Book, so it makes sense to get into regional publications" Williams said.

Nearly 100 years old, Westways is published eight times a year and goes out to 3.5 million members.

The Park City Chamber/Bureau has advertised successfully in Westways, said Executive Director Bill Malone, "It targets

Orange County and we found it matched up well with the demographics of summer vacationers to Utah."

High Roads goes to 470,000 members in Arizona every two months, featuring stories on trips in-state, or to Mexico and surrounding states.

"Utah is a destination within reach. It's an affordable option," said AAA Phoenix spokeswoman Linda Gorman.

Bruce Fullmer, of the Garfield County Travel Council, pushed for ads in Via, which is sent to 2.86 million AAA members in northern California, Las Vegas and Utah.

"Las Vegas is certainly driving-distance business for us," he said, adding "75 to 80 percent of the inquiries to my office come from AAA."

Last year, the Tourism Office and its local tourism partners bought ads in full-color, four- to six-page inserts placed by Madden Preprint Media in Sunday papers in cities such as Los Angeles.

Although not displeased with the performance of the inserts, Tourism Board members felt AAA publications had a longer shelf life and more cache.

mikeg@sltrib.com

Targeted audience

Westways, High Roads and Via magazines go out to almost 6 million AAA members.

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