| BALTIMORE, MD Fri, Apr 25, 2008 Governor Martin O’Malley today announced Maryland’s new spring tourism campaign, which promotes the pure beauty of the State as well as the ease of access for visitors with the tagline “Pretty. Close.” Officially launched on April 23, the campaign showcases the diversity of Maryland’s landscapes with images of beaches, the Chesapeake Bay, natural and theme parks as well as bustling downtown neighborhoods. Based on market research, the campaign will target visitors in the Baltimore, Washington, D.C., and Philadelphia metropolitan areas through a comprehensive advertising plan, including print, broadcast, Internet and, new this year, mobile promotions.
“Tourism is one of Maryland’s greatest economic drivers, as well as one of our largest employers, so a targeted campaign that works to attract additional visitors to Maryland is money well spent,” said Governor O’Malley. “We are fortunate that Maryland’s tourism industry is continuing to grow, with the latest data showing the industry generating $11.4 billion and attracting 28 million visitors annually. We are confident that strategic investment in the promotion of this industry will continue to yield significant returns.”
“Through this strategic regional marketing campaign, the Maryland Office of Tourism will showcase our great state to potential visitors right in our own backyard,” said Kathy Sher, Deputy Director of External Affairs at the National Aquarium in Baltimore and a member of the Maryland Tourism Development Board. “The Board is pleased with the direction of the campaign and we look forward to seeing the results of what we view as an effective marketing initiative.”
To further strengthen its message, the State is also unveiling its new mobile tourism unit, an interactive traveling billboard designed to appeal to potential visitors in Maryland’s in-state and out-of-state feeder markets. The 19-foot wrapped truck will feature three-dimensional characteristics, like a kayak, mountain bike, fishing rod, golf clubs, as well as images promoting cultural, historical, family and athletic/outdoor activities in Maryland.
In addition to its esthetic appeal, once stationary/parked the truck becomes a true Maryland ambassador, providing visitors with information and literature via three interactive game stations:
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Station 1: Registration and Information – Obtain and provide general information;
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Station 2: History of Maryland and Outdoor Activities - Highlight the historic significance of Maryland and pique attendees’ interest in visiting the locations. This station will incorporate the truck’s exterior design which showcases Maryland’s outdoor recreational activities; and
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Station 3: Family Attractions - Highlight Maryland’s key family attractions and events.
Additionally, the mobile unit will be staffed with themed costume re-enactors from Civil War soldiers to kayakers.
“The Office of Tourism is literally rolling out our campaign this year,” said Margot Amelia, the Executive Director of the Maryland Office of Tourism. “The mobile unit is an exciting new component to our ad mix that we are confident will garner significant return.”
The mobile tourism unit will travel to events that guarantee a high attendance of the target audience, which, according to research, are women ages 25-54 due to their role as the primary travel planner in the majority of households. Since Maryland’s visitors tend to originate from Washington, D.C. (24 percent); Baltimore (14 percent) and Philadelphia (10 percent), the campaign will focus on those three metropolitan areas. The mobile tourism unit is scheduled to debut at the Ringling Bros. and Barnum and Bailey Circus in Philadelphia later this month, with appearances planned throughout the spring, including the African American Festival in Baltimore and the Safeway BBQ Battle in Washington, D.C.
During 2006, the latest data available, the Maryland tourism industry generated more than $895 million in state and local taxes and provided more than 116,000 jobs to Maryland residents. The Maryland Office of Tourism is an agency of the Division of Tourism, Film and the Arts within the Maryland Department of Business and Economic Development (DBED).
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