Sunday, June 30, 2002
Regional ads grab travelers
If you're driving to Cleveland, why not hit Columbus, too?
By Brett Corbin bcorbin@enquirer.com
The Cincinnati Enquirer
Tourism hot spots throughout the region have been preparing — and hoping — for a busy summer travel season. Competing for limited tourist dollars, several cities are running campaigns similar to Cincinnati's “CincyFun” marketing effort, announced this month. Few of the destinations are spending as much as Cincinnati's — with $600,000 in advertising — but the tactics are similar.
And, with experts anticipating people staying close to home this season, the central location of Ohio, Kentucky and Indiana could be an advantage for all involved.
“Trying to capture that market for one individual destination can be difficult,” said Sheryl Elliott Spivack, associate professor for the School of Business and Public Management at George Washington University. “But marketing using a regional approach can make the job easier. When you look at it from a cooperative viewpoint, your marketing potential grows exponentially.”
Citing statistics from the Travel Industry Association, Ms. Spivack said 39 percent of travelers plan to go to a theme park this summer. After beaches and large cities, the third most popular destination this summer will be small rural towns, Ms. Spivack said. It might be an effort to return to a simpler time, a world before Sept. 11, she said.
Lalia Rach, dean of New York University's Tisch Center for Hospitality, Tourism and Travel Administration, said this will be the summer when “Americans are going to rediscover America.”
“We used to see summer as a way to go away,” Ms. Rach said. “This summer, we are going to stay close to home. If we do go far away, it will be to see family.”
Here are some regional cities and their campaigns:
Cleveland
Much like the ceramic pigs around Cincinnati two summers ago, Cleveland, home of the Rock and Roll Hall of Fame, will leave 10-foot-tall guitars scattered across the city. One of the Stratocaster guitars was painted by Yoko Ono; other celebrities painted others.
The campaign in Cleveland is called “Mini vacations ... Mini prices.” DeAnn Hedges, director of communications for the Cleveland Conventions and Visitors Bureau, said the packages in the campaign are designed to meet any budget. The Cleveland bureau teamed up with Six Flags theme parks with ads featuring Looney Tunes characters, an appeal to younger travelers.
Marketing of the Cleveland campaign totals $1 million. Just in other areas of the country, last year was rough on Cleveland.
“Obviously, we want to recoup some losses,” Ms. Hedges said. “A lot of it is getting some trust back. People are hopping in their cars and taking shorter excursions.”
Dayton
The Dayton/Montgomery County Convention and Visitors Bureau has teamed with AAA in a $70,000 marketing campaign, the smallest in the region.
Bev Rose, director of marketing and communications, said they are looking more to next summer.
“We are really gearing up for next summer's "Centennial of Flight'” Ms. Rose said. “We know next summer will be gangbusters.”
The festivities next year will include a blimp gathering and the induction ceremony at the National Aviation Hall of Fame. Ms. Rose said 1.1 million people visit the U.S. Air Force Museum every year, with summer the busiest time.
Pittsburgh
A campaign run by the Pittsburgh tourism department, titled “Kidburgh,” will cost $400,000. It focuses on family vacation packages ranging from family-oriented kids' museums to art museums that appeal to more refined tourists.
Tinsy Lipchak, executive director for the Office of Cultural Tourism in Pittsburgh, said the use of packages in a marketing campaign make it easy to track what kind of people are visiting which attractions.
“That big-brother thing is kind of scary, but from a marketing standpoint, it's great,” Ms. Lipchak said.
Columbus
The Columbus campaign resembles Cincinnati's. The Greater Columbus Convention Center has joined with the Columbus Zoo, Wyandot Lake, the Center for Science and Industry and Red Roof Inns for what they are calling “Three for $33.” Visitors get a package deal for the three participating attractions for $33.
The campaign will cost the group $130,000.
Kari Kauffman, director of tourism for the Greater Columbus Convention Center, said the plan is to market a “family product” to families.
“We are very optimistic,” Mrs. Kauffman said, “with our central location and with the fact that many people will be taking driving vacations.”
Louisville
The family adventure package in the Louisville area began in April and has been doing well, said Amy Riley, public relations director for Six Flags Kentucky Kingdom. The campaign, called “Six Flags: So Big, So Close,” offers discounted rates to Six Flags in conjunction with the Louisville Convention and Visitors Bureau for families.
The campaign tries to focus on the proximity of the Six Flags parks to most of America.
“We're trying to show we are regional parks,” Mrs. Riley said, “and that there is a park in literally everybody's backyard.”
The Louisville bureau said the partnership's advertising will focus on teenagers and families.
Nancy Steffan, spokeswoman for the bureau, said the campaign started in May with ads in magazines and newspapers. She could not say what it is spending on the campaign.
Indianapolis
The White River Urban State Park in Indianapolis is the focal point of the city's campaign, titled “Come to Play, Come to Stay.”
The park includes the city's zoo and the NCAA Hall of Champions.
Melissa Mann, spokeswoman for the Indianapolis Convention and Visitors Bureau, said it is targeting outside travelers in “area markets” as well as Indianapolis residents who live in the suburbs. In the campaign, visitors receive discounted rates on area hotels.
Mrs. Mann could not obtain figures on how much it plans to spend on the “Come to Play” campaign.
“We are trying to get people who live in Indianapolis to bring their friends to town when they visit,” she said. “We're trying to get them to rediscover their town — their hometown.”
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