STATE TOURISM OFFICE EXPANDS CONSUMER CAMPAIGN TO SHINE “SPOTLIGHT” ON MARYLAND’S TREASURES
Program Leverages New & Traditional Media to Highlight Maryland Destinations & Attractions
BALTIMORE, MD (May 20, 2009) – The Maryland Office of Tourism, an agency of the Maryland Department of Business and Economic Development, today announced the expansion of its “Pretty. Close.” consumer campaign which has successfully promoted the State’s natural beauty and ease of access for travelers since its launch last year. New elements of the program, designed to highlight the State’s cultural, natural and family-friendly features, will roll out via new and traditional media channels throughout the summer.
“The Maryland Spotlight is an innovative program that brings our state’s great recreational, natural, cultural and historical attractions into the forefront of people’s minds when planning their vacation,” said Governor Martin O’Malley. “The spotlight is a great way to engage consumers through new communications platforms to showcase Maryland’s unique treasures that they may not know about or have forgotten.”
The cornerstone of the campaign is “Maryland Spotlight,” a monthly showcase of destinations and attractions focused on specific themes. The Office of Tourism’s web site, newsletters, “Maryland Minute” radio spots and other communication will reflect the themes, which include:
• May – Maryland Wineries
• June – Free events and attractions
• July – Buying and eating “local” – fresh produce/seafood markets and festivals
• August – Family Fun activities, fairs and festivals
“Each month when travelers log onto our website, engage with us on Twitter, read our newsletter or hear our commercials, they will learn about features that make Maryland a unique, affordable and accessible option for long vacations and short escapes,” said Margot A. Amelia, Executive Director, Maryland Office of Tourism.
“Not only is tourism one of Maryland’s greatest economic drivers, it is truly one of our greatest assets. We have so much to offer and we want to ensure that residents and non-residents alike are aware of the experiences that are waiting for them here.”
“We are very excited about the online components of this program and believe they will help us reach a whole new audience,” said David Meloy, President, Merit Hotel Group and Chair, Maryland Tourism Development Board. “The digital world has opened up tremendous opportunities to engage directly with residents, visitors and those who just want to learn more about the State of Maryland. We are looking forward to hearing from them, in their own words and expressions, what makes Maryland such a special place.”
To support the “Maryland Spotlight” themes, the Office of Tourism will hold a series of online contests throughout the summer to encourage visitors to share their own thoughts about what makes Maryland shine. The contests, which begin today, include Twitter trivia and referral contests and a “Shine a Spotlight on Your Maryland Treasure” photo competition. Details of the contests will be announced at www.visitmaryland.org and www.twitter.com/TravelMD.
About Maryland Tourism
The Maryland Office of Tourism is an agency of the Division of Tourism, Film and the Arts within the Maryland Department of Business and Economic Development (DBED). Maryland’s latest visitor data confirms that in 2007, the State welcomed more than 27 million visitors who generated more than $13.6 billion in visitor spending. That figure is up from $13.2 billion the previous calendar year. During 2007, the Maryland tourism industry generated more than $1.7 billion in state and local taxes and provided more than 140,000 jobs to Maryland residents.
