Let the branding begin. The state of Utah selected Salt Lake City-based W Communications for a $10 million advertising campaign aimed at luring out-of-state visitors to ski slopes, state and national parks and other tourist destinations. Gov. Jon Huntsman Jr.'s office announced the new contract Wednesday. Utah's national advertising campaign was designed for years by Harris & Love Communications and its successor company, Riester Robb. "Image building is a primary focus of the state's economic development initiative," Huntsman said in a statement. Twenty advertising agencies bid for the two-year state contract, which involves $10 million in the first year and an unspecified amount in the second year. After providing a written proposal and an in-person demonstration, W Communications came out on top. The company's first act, according to company president Mark Hurst, will be to accompany state officials on "a listening tour" around the state to help identify goals for the new advertising. W Communications has two other state contracts involving health department programs. This new statewide contract is W Communication's biggest. "We choose to live here," Hurst said. "This is an honor for us to promote our own state." - Matt Canham