On Interstate 15 somewhere between Provo and Salt Lake City, there is a billboard that rotates signage and messages encouraging people to "Visit Historic Temple Square." The image changes evey few months, but always the intent is the same. Of course, Temple Square is the number one tourist attraction in Utah, so a billboard promoting the site seems appropriate. I pass the billboard several times a week. I know it is an LDS tourist billboard. However, last week, the image and message had me contemplating the true intent of the advertising.
The billboard currently has a picture showing only the six spires of the Salt Lake Temple on a blue background. It is a unique photo in that it is missing the bulk of the temple structure and no other elements of Historic Temple Square. Six spires, pointing to heaven. That's all. The slogan is, "Escape the World." I had to consider if the location and message of this billboard was the most effective for capturing the tourists. It can capture those traveling by car from the south, but it is also hitting the locals who commute everyday (or a couple of times a week). Also, its admonition to visit Historic Temple Square is very small and located at the bottom, away from the spires where our eyes are drawn. I just know it is a Visit Historic Temple Square billboard because that is what is always on that post right before passing into Salt Lake County. What it really needs to capture outsiders is a cool rhyme, like the Rigby, Idaho billboard that proclaims "Free Taters for Out-of-Staters."
The billboard seems to be a message to LDS folks living in Utah to visit the temple. To escape the commute, the tedium, the pressures of the world and find peace in the temple. It is fine that the LDS Church advertises salvation in this way and at this location, but perhaps they should replace the tagline with one that reads, "Visit the Temple Nearest You."
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3 comments:
Jackie and I like "Stop watching Yentil and get to the temple" (it's hard to find a true rhyme to the word "temple"- that's probably why the church went with a simple grahic without a slogan). We're glad you finally posted. Amy, give the man an "A".
Clin is very funny! Here is what I think. I think that the graphic is so a part of who we are that there is no need to put a more overt tag line. We KNOW (perhaps with some guilt) what we should be doing. It is interesting that the church has chosen a commercial site to pass along this thought. I think it is interesting from an MLE perspective that they know that commerce is a place they can reach out and remind.
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