Unlike the past half-dozen years, when those billboards all heralded Utah's role as host of the 2002 Winter Olympics, the state's approach now will be more regional.

Drive into Utah from the southwest and the billboards will highlight either Zion National Park or Lake Powell. From the southeast, the images will be of either Lake Powell or Arches. Other entry points will have billboards of an allosaurus dinosaur, skiing, Salt Lake City and the Wasatch Mountains or the Golden Spike National Historic Site.

All 31 new signs will carry the "Utah - Life Elevated" brand slogan employed by the Utah Office of Tourism in promotions since April 2006.

"It's thematically and iconically important to be able to give recognition to different areas of the state - everything from our national parks to skiing to the driving of the Golden Spike," said Tourism Office Managing Director Leigh von der Esch. "They're really eye-catching and pushing the brand."

Gov. Jon Huntsman Jr., whose administration has actively promoted the state's tourism agenda through increased funding and an initiative to end Utah's reputation for having weird liquor laws, helped unveil the billboards Wednesday along the Mirror Lake Highway in the Uinta Mountains.

He was accompanied by Jason Perry, executive director of the Governor's Office of Economic Development, and Utah Department of Transportation Executive Director John Njord. UDOT estimates 19.2 million vehicles enter the state on the highways where signs will be installed.

Von der Esch said the iconic images, created by Utah artist David Meikle in conjunction with the Tourism Office's advertising firm, Struck, remind her of "going to a house and seeing a nice wreath on the door, very welcoming."

And although she said Utahns "will always have pride for having hosted the Olympics," the new billboards are more consistent with the rest of the state's advertising efforts and epitomize the diversity and grandeur that Utah has to offer.

The new approach appeals to two regional tourism directors.

Maria Twitchell of the Cedar City/Brian Head Travel Council noted that "the old sign, while it was very appropriate for the Olympics, doesn't necessarily relate to what we're trying to do now, which is to build ourselves up as a yearlong destination."

She said images of Utah's natural wonders have more allure to tourists than pictures of skiers. "Scenery is what draws the majority of people. Along I-15, we need to speak to the majority of the people rather than a niche market, and skiing is definitely that. Don't get me wrong. I don't mind skiers for Brian Head's sake, but scenery has broader appeal."

Similarly, Moab Area Travel Council director Marian DeLay said it suits her region well to have Delicate Arch highlighted for motorists approaching from Colorado. But she also thinks it is quite appropriate to emphasize the state's paleontological history, via the dinosaur signs around the Uinta Basin, and the historic meeting of the railroads on Promontory Peninsula.

"Utah is unique in the big sense of the word because we do have such diversity in landscapes and attractions."

mikeg@sltrib.com