One of 24 CR England semis wrapped with Utah's "Life Elevated" brand was parked all day Monday in front of Council Hall, across the street from the state Capitol, so legislators and other session participants could see one way the Utah Office of Tourism is promoting its new brand. On one side, the trailer features a scene of southern Utah's red rock country - Canyonlands National Park. On the other side is a skier plowing through powder. The state agreed last year to pay more than $400,000 to decorate part of CR England's fleet, largely because those trucks go to markets the state considers fertile for attracting tourists - Las Vegas, Los Angeles, Orange County. "Utah's 'Life Elevated' brand is uniquely captured on the trailers' 1,100 square feet of visual canvas that is hard to miss by motorists," said Mike Deaver, deputy director of the state's tourism office who oversees the advertising program. More than 1.2 million people are expected to see these truck wraps every day in targeted markets, which also include Colorado, Oregon and Washington.

- Mike Gorrell