Ohio campaigns to boost tourism

COLUMBUS, OH: The state of Ohio has earmarked dollars 225,000 to

spend on PR this year for a new branding campaign to attract


Lord Sullivan & Yoder, the long-time agency of record for the Ohio

Division of Travel and Tourism, is handling the campaign.

Ohio will also spend dollars 1 million for TV ads in the Pittsburgh,

Detroit, Indiana-polis, and Lexington and Louisville, KY, markets, said

Scott Dring, the division's PR director.

With such a small ad budget - neighbor Pennsylvania spends between

dollars 8 million and dollars 12 million annually - for its tourism

projects, Dring said PR will play a critical role. While advertising is

being done in neighboring locales, 'it's really PR's charge to handle

the state of Ohio on the national scene.'

A reception for Canada's leading travel media will be held in Toronto in

April, and one for New York's major travel publications has already

taken place. Other PR efforts include Ohio Gov. Bob Taft's week-long

media tours of the state, which have been successful in attracting

coverage in the past.

The state is pushing for its attractions to use the new slogan 'Ohio, so

much to discover!' in their marketing efforts. 'Our biggest challenge is

to break down those walls of perception that there's nothing to do in

Ohio,' said Dring.

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