THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Friday, August 19, 1994 TAG: 9408190013
SECTION: FRONT PAGE: A20 EDITION: FINAL
TYPE: Editorial
LENGTH: Medium: 51 lines
``Hampton Roads'' is a cargo destination known to shippers and mariners worldwide. It also is a designation for this region.
But, as the just-published results of the Virginia Waterfront Regional Travel and Tourism Benchmark Survey indicate, ``Hampton Roads'' is a cipher to most people. More to the point: Most people living within a day's drive of the region haven't heard of Hampton Roads.
Hampton Roads has for centuries been the name of the anchorage formed by the confluence of the James, Nansemond and Elizabeth rivers with the Chesapeake Bay. For a much shorter time, it has also meant the localities adjoining that anchorage. Now it applies to a host of cities and counties within the Hampton Roads Planning District.
So Norfolk, Virginia Beach and Williamsburg are cities within ``Hampton Roads.'' But while nearly all respondents to the tourism survey, conducted by the Wessex Group of Williamsburg, recognized at least one of the three cities, few linked any of them to ``Hampton Roads.'' Fewer still knew that the three are near each other.
Given these realities, Norfolk opted for a multimillion-dollar, multiyear ``Virginia Waterfront'' campaign - not a ``Hampton Roads'' campaign to pitch the region's attractions to potential vacationers and convention planners. Ads have been running in New York, Pittsburgh, Philadelphia, Washington-Baltimore, Richmond, Raleigh-Durham and Greensboro.
The pitch, made on radio and in newspapers, spotlights the three ``brand-name'' cities and their proximity to each other.
It invites calls to 1-800-FUNINVA for a packet containing (1) a Virginia Waterfront Gold Card and (2) brochures touting the Virginia Beach Oceanfront, Virginia Marine Science Museum, the Norfolk Naval Base, Nauticus, the Virginia Zoo, Norfolk Botanical Garden, the Hampton Air and Space Museum, the Chrysler Museum, Newport News' Mariner's Museum, Colonial Williamsburg, Busch Gardens and other area delights. The Gold Card entitles the bearer to discounts at scores of attractions, restaurants, inns.
The 800 number has gotten 40,000 calls since mid-May, and more and more visitors to Hampton Roads are flashing Gold Cards.
A surge in visitors, who now spend $2 billion a year in Hampton Roads, would benefit the regional economy. The historic, recreational cultural offerings of this corner of Virginia are many and especially appealing to families looking for affordable vacations. Marketing Hampton Roads' pleasures collectively is a smart, overdue move. by CNB