Maryland Tourism Ads Help Draw More Visitors

“Open For It” campaign helped pump additional $45 million in revenue into economy


Leslie Troy,
Connie Spindler,
Matthew Scales,


January 16, 2020 “Open for It,” Maryland’s tourism ad campaign that debuted in spring 2019, helped to attract an additional 123,000 visitors to the state, with spending by those visitors topping $45 million, according to a report released today by Maryland Department of Commerce’s Office of Tourism. The report, which measured the effectiveness and economic impact of the campaign from April to September 2019, also showed that for every dollar spent on the ads, $31 flowed back into the state’s economy.

“We are thrilled by these initial results of the “Open for It” campaign, which helped spur more than 53,500 additional trips to Maryland over a six-month timeframe,” said Liz Fitzsimmons, managing director of Tourism and Film at Maryland Commerce. “We look forward to its continued success in attracting more visitors to our state and we’re confident that these numbers will continue to climb in the coming year.”

“Open for It” was launched by the Office of Tourism and its agency of record, Maryland-based Marriner Marketing, to increase the awareness of Maryland as a tourism destination. The campaign has a multi-platform approach, including broadcast television, digital, print, and social media. The messaging and images were designed to highlight Maryland as a welcoming place with diverse attractions and experiences for travelers of all ages and interests, whether it’s taking in a sporting event, enjoying the state’s famed seafood, or playing on the beach or in the mountains.

An important result of the research, conducted by market research company Destination Analysts, demonstrated that the ads resonated with a healthy percentage of those surveyed saying that they recalled the new advertisements; a majority of those surveyed said the ads influenced their decision to visit Maryland. In addition, the additional revenues from visitor spending generated $6.2 million in tax revenue for local governments. The report noted that key motivators for visitors were enjoying local seafood and engaging in water-related experiences.

About Maryland Office of Tourism
The Maryland Office of Tourism is an agency of the Division of Tourism, Film & the Arts within the Maryland Department of Commerce. Visitors to the state spent $18.1 billion on travel-related expenses in 2018. The Maryland tourism industry also generated $2.5 billion in state and local taxes, and provided Marylanders with more than 150,000 jobs with a payroll of $6 billion. For more information, go to

About Maryland Commerce
The Maryland Department of Commerce stimulates private investment and creates jobs by attracting new businesses, encouraging the expansion and retention of existing companies, and providing financial assistance to Maryland companies. The Department promotes the State's many economic advantages and markets local products and services at home and abroad to spur economic development and international investment, trade and tourism. Because they are major economic generators, the Department also supports the Arts, film production, sports and other special events. For more information, visit

About Marriner
As a branding and activation Agency, Marriner Marketing Communications has been a leader in providing integrated solutions for the food, beverage and hospitality industries for 30 years. Clients count on Marriner for effective, clarity-driven communications to address a wide variety of business opportunities and champion the voice of the target. Marriner’s Clients include such notable brands as Atlas Metal, Butterball, Campbell’s, Maryland Office of Tourism, Nestlé Professional, Perdue Farms, Plastics Industry Association and Sugar Association. For more information, visit