
DATE: Thursday, May 29, 1997                TAG: 9705290410

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

DATELINE: VIRGINIA BEACH                    LENGTH:   70 lines

BEACH EXPANDING TOURISM CAMPAIGN

Variety is the buzz word in travel today.

Which is why Virginia Beach is considering adding ``All Kinds of Fun'' to its tourism advertising slogans, which include ``The New Virginia Beach'' and ``Good. Clean. Fun.''

``We know variety is the hot button for families today,'' said Bruce Mansfield, creative director for Barker Campbell Farley & Mansfield advertising and public relations.

The overwhelming response to regional vacation packages is evidence. In its second year, the ``Family Fun Package,'' which offers admission to a variety of regional attractions, has received as many inquiries this spring as it had all last year.

Virginia Beach is participating in two other regional packages. Sales figures for those packages are not available.

Using the variety theme, the city's advertising agency gave the Virginia Beach City Council a preview this week of how next year's tourism campaign is shaping up. Each ad would include the slogan ``All Kinds of Fun.''

Ads for golf: ``Well what do you know, the grass is greener.''

Ads for the Virginia Marine Science Museum: ``Everybody offers window shopping. We offer window fishing.''

And, of course, the beach: ``The world weighs approximately 30 billion tons. And it's time to give your shoulders a rest.''

New attractions now being developed will also be promoted.

The new, wider Boardwalk, which will be closer to completion next summer, will likely be a cornerstone for advertising next year, said Ron Kuhlman, marketing and sales director for Virginia Beach Convention and Visitor Development.

``We see the icon of the Boardwalk turning into our own Brooklyn Bridge or Statue of Liberty,'' Kuhlman said. ``It will be what they come to Virginia Beach for.''

Other promotional opportunities include a PGA golf course and multipurpose stadium (for minor league soccer as well as high school and college sports), which were approved Tuesday by the City Council.

The potential that amateur sports has to attract visitors should not be overlooked, said Councilman Linwood O. Branch. For example, a Columbus Day soccer tournament last year generated about 6,000 hotel room nights for the city's innkeepers.

Tourism leaders are also looking to develop the Chicago and Detroit markets to draw visitors. The city is now working on developing a golf tournament for the United Auto Workers out of Detroit.

James B. Ricketts, Virginia Beach Convention and Visitor Development director, said the city will continue to partner with other tourist destinations in the region to package vacations and advertise those packages.

In the last year, Virginia Beach gained an additional $1.6 million in advertising from its participation in packaging. In addition to its own $2.7 million campaign, package partners spent $1 million and the Virginia Tourism Corporation spent another $600,000 pushing the region.

``Regional cooperation is really paying off,'' said Ricketts. ``We're growing that pie so we all, including Virginia Beach, will make out.'' ILLUSTRATION: Color photo

Virginia Beach is considering adding ``All Kinds of Fun'' to its

tourism advertising slogans, which include ``The New Virginia

Beach'' and ``Good. Clean. Fun.'' Virginia Beach's advertising

agency gave the City Council a preview this week of how next year's

tourism campaign is shaping up. The ad shown above is one design the

agency is working on.

Graphic

MARKETING AWARD

[For complete graphic, please see microfilm]