I read this morning that Ohio has announced a new tourism campaign that focuses on not only getting people to come visit us but to actually stay here a night or two once they make the trip. Apparently Ohio is so easy to get to that people come and go all in the same day rather than spend the night (and more money) in Ohio. That easy-to-get-to-ness is what is helping spur new business activity in Ohio by companies that are looking to penetrate the northeast, mid-atlantic and mid-west markets without a lot of long haul but when it comes to stimulating tourism spending we’re a day-tripper more than a weekender. The campaign is built around Ohio being “Too Much Fun For Just One Day.”
Cleveland took a bit of a bashing over the Cleveland Plus marketing campaign and while it didn’t wow me with any particularly snappy tag lines, I still wholeheartedly support it since it promotes the region which we happen to sit right in the middle of. Who am I to complain when people are paying to help more people appreciate how much Kent has to offer.
So now the state is getting into the mix with their Too Much Fun For Just One Day campaign. I happen to agree with what they’re saying but I’m wondering how buzz-worthy this campaign is going to be. I’m no marketing guru but I didn’t find myself getting amped up over the new phrase. I guess the point is for others to get jazzed up not me so let’s hope it works it’s magic in our neighboring states.
Speaking of which I noticed that http://www.michigan.org/ is pumping visiting Michigan hot and heavy right now on local airwaves. They actually have some really good commercials. I’m not planning on going to Michigan anytime soon but my hat’s off to the advertisers that came up with their campaigns.
I was surprised to be hearing so many radio ads for Michigan but I guess with the gas prices being ridiculously high the tourism industry is figuring less long trips and more short trips so they’ve targeted the markets within shouting distance which we are to Michigan destinations.
After the Ohio news announcement below, I’ve copied the Ann Arbor text ads which not surprisingly share a lot of the same characteristics of Kent’s brand. I figure maybe we can borrow some of their best stuff for our own purposes. I also threw in some other notable unique university cities just for a bit of flavor. See what you think.
(remember the Kent Brand report can be viewed here if you’re interested)
The Ohio Tourism Division unveiled that new slogan yesterday, along with a $2.5 million advertising campaign to lure out-of-state visitors at the outset of the summer travel season.
The theme of the ad campaign, which launches this week, is “Too Much Fun for Just One Day.” The reason: Overnight stays generate much more revenue than do day trips, which make up about 80 percent of visits by tourists from outside Ohio.
Standing near several dozen booths promoting Ohio tourism on the Statehouse lawn, Lt. Gov. Lee Fisher said yesterday that tourism is a key component of the state’s economy.
“Tourism and economic development are one and the same,” said Fisher, who oversees the tourism division. “When CEOs decide whether to come to Ohio or to stay in Ohio, they don’t just look at taxes … they look at quality of life.”
Amir Eylon, state tourism director, said he is “cautiously optimistic” about the forecast for Ohio tourism this summer, given the economic downturn and soaring gasoline prices. He pointed to a survey released this month by the Travel Industry Association of America that found that six in 10 people said their vacation plans would be unaffected by the economy, while 40 percent said they probably will travel closer to home or try to save money while traveling.
One challenge is increasing overnight trips. Of the 172 million trips made by visitors to Ohio last year, only about one in five involved an overnight stay. But they accounted for about half of tourism revenue.
“There’s an opportunity to convert day trips to overnight travel and to increase the overall number of visits,” Eylon said.
Eylon called the new tourism ad campaign the “most aggressive in recent years.” He said about 70 percent of spending will be targeted to potential visitors in markets just beyond Ohio. Most of the campaign will run in May and June.
The ads typically suggest destinations for a three-day trip, including the Columbus Zoo and Aquarium, Cedar Point, the Armstrong Air and Space Museum, and Amish country. Jack Hanna and Cincinnati Reds star Ken Griffey Jr. are among the famous people appearing in the ads, created by Columbus-based Ron Foth Advertising.
The media mix includes TV and radio spots, print ads, billboards, on-screen cinema ads and ads placed atop gas-station pumps.
In a world that tries so hard to look and feel, like everything else, there is a place that knows exactly who it is-Ann Arbor. A place that embraces the unique and unusual. Where the art challenges the mind as much as it engages the eyes. And where trying new tastes is always on the menu.
So breakaway from the ordinary and come to Ann Arbor.
Discover a place that embraces the unique and unusual. When you need a break from the ordinary, come spend some time in Ann Arbor.
No matter where you are in the Ann Arbor area, it’s likely that fun is waiting for you right around the corner.
No matter your passion, the Ann Arbor area provides an attraction for you. From the celebrated and popular to the quirky and one-of-a-kind, you can learn, live, watch, touch, and be amazed. All right here.
Asheville : Edgy, Artsy and Inviting
Asheville is that type of unique, special place that lingers sweetly in your mind and memories for years to come. The city’s rich architectural legacy with its mix of Art Deco, Beaux Arts and Neoclassical styles is the perfect retro-urban backdrop to the edgy energy that emanates from the locally owned-shops and art galleries, distinctive restaurants and exciting entertainment venues. Known as an art colony, a healing resort and a home to notable luminaries, statesmen and bohemians, Asheville is one of the most welcoming, vibrant cities in America.
A bastion of cutting-edge art and technology in the Blue Ridge, the city also prides itself on its fascinating Appalachian past and celebrates this culture with annual events such as Shindig on the Green. While many cities underwent major overhauls in past decades, Asheville’s historic and architecturally diverse downtown remains beautifully preserved.