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.