Despite the critical role that tourism dollars play in state and local economies, state tourism marketing often ends up as the red-headed stepchild of the travel and destination marketing world. In spite of their best efforts, state tourism campaigns regularly suffer from a lack of depth, lack of exposure or, worse, a lack of creativity – all of which results in potential visitors being left with more questions than answers.
Even worse, during lean economic times, already-minuscule budgets get slashed, staffs are reduced and the resulting efforts resemble something out of a Marketing 101 class. At the end of the day, many state tourism marketing campaigns will do more harm than good in that they can make potential visitors rule out a destination simply based on that questionable first impression.
Recently, though, a few U.S. states have stepped up their marketing games with creative, well-produced campaigns that will make you forget the sins of their brethren, pack a bag and head West…or East…or North… or – you get what I mean. These are the types of timely, thought-provoking messages that get heads in beds, butts in seats and turnstiles turning.
Enjoy Illinois (Illinois Office of Tourism)
Veteran journalist Bill Kurtis (think: American Justice, Investigative Reports) encourages you to vacation like a man” in Illinois – take a mancation!
Pure Michigan (Michigan Economic Development Corporation)
Actor – and Birmingham, Michigan native – Tim Allen provides the voice-over for this compelling, artfully shot 30-second spot touting the “open road”.
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