THE VIRGINIAN-PILOT
Copyright (c) 1996, Landmark Communications, Inc.
DATE: Friday, September 13, 1996 TAG: 9609130547
SECTION: BUSINESS PAGE: D1 EDITION: FINAL
SOURCE: BY DEBBIE MESSINA, STAFF WRITER
DATELINE: RICHMOND LENGTH: 67 lines
Virginia will punch up its tourism advertising campaign next year, to infuse fun and excitement into its image.
New television spots, previewed Thursday by the Virginia is for Lovers Marketing Symposium, uses humor to tout the state's tourist destinations. One features a droopy-eyed hound dog that becomes energized by Virginia attractions. Another depicts two sassy dolphins cracking jokes about tourists on the beach.
In the last few years, the ads have been more pedantic, aimed at educating potential visitors about the state's tourist destinations. That's what the research at the time indicated was necessary.
But, school is out now. The fun begins.
``To continue to grow, we have to make Virginia a fun and exciting place to visit,'' said Bruce Twyman, Virginia Tourism Corporation advertising director.
``We need to reposition ourselves,'' he said. ``We know education and history are important, but we also know those aren't the top criteria when making a travel decision. Fun is high on the list.''
Starting next year, the state will pursue specific niche markets - golf, history, outdoor adventure, sports, beaches and mountains. The upscale, frequent traveler and African-Americans will also be targeted.
For example, the first Virginia Outdoor Adventure Guide will be published.
``We're not Wyoming and we're not Montana, but we have some interesting adventureopportunities here,'' Twyman said.
Some advertising will be built around a Ken Burns public television special on Thomas Jefferson airing two nights next February.
In addition to announcing upcoming advertising efforts, 1995 economic impact data was shared at Thursday's tourism conference.
Tourists spent $9.97 billion while visiting Virginia last year, up from $9.48 billion in 1994. That spending provided $435 million in state tax revenue and accounted for more than 168,000 jobs statewide.
In 1994, state tax revenue was $414 million and tourism related employment was 162,400.
Local tax revenues attributed to tourism were $256.2 million in 1995 compared with $243 million in 1994.
A recent Travel Industry Association of America report indicates that in 1994 Virginia remained the nation's 10th most visited state. With 2.8 percent of the market share, the state was one of four states in the top 10 that gained market share in 1994.
Gov. George F. Allen's goal is to move the Old Dominion into the top five.
So far this year, that state's first-quarter lodging sales were up 4.1 percent to $325 million. Food service sales were up 3.6 percent for the same period.
Also, Hampton Roads dominated the first Virginia Tourism Awards, presented by first lady Susan Allen Thursday, winning three of the four categories.
The award for innovative regional and national travel marketing went to Norfolk for its Virginia Waterfront Campaign.
The award for regional and national travel advertising was won by Hampton Conventions and Tourism for its Military Reunion campaign.
For public and community service, the honoree was the Portsmouth Convention and Visitors Bureau for its African-American Heritage Trolley Tours and promotion of Olde Towne.
The tourism awareness winner was the Bristol Convention and Visitors Bureau for the Tour DuPont Community Awareness Campaign. ILLUSTRATION: VIRGINIA IS FOR LOVERS
The state's most-recent ads focused on educating potential visitors
about Virginia's tourist spots. Now that that's done, it's time to
have some fun.
KEYWORDS: TOURISM by CNB