Pennsylvanians, Virginians, Delawareans, New Jerseyites. Maryland has a message for you: We're nearby, packed with attractions and easy to navigate.
The state begins a new tourism advertising campaign next month with spots in regional editions of American Heritage, Better Homes & Gardens, Southern Living and other magazines.
Aimed at people who live within 200 miles of Maryland, the print ads emphasize the state's smallness and diversity.
"We knew we were talking to people that are driving. We know a lot of people are coming here for long weekends," said Tom O'Connor, vice president and group creative director for W. B. Doner & Co., the agency that produced the spots. "We wanted a campaign that spoke directly to them."
Research shows that more than 80 percent of Maryland tourists travel by car, said George Williams, director of Maryland's Office of Tourism Development. Buying magazine space is a cost-effective, focused way of hitting potential visitors on the state's periphery, he said.
The ads' avoidance of the beach and mountain pictures typical of the genre will help them stand out, he added. Designed around a distinctive typeface, the spots have small "icon" illustrations symbolizing various types of state attractions.
That's not to say that Mr. Williams wouldn't mind a budget for TV advertising. This fiscal year, the tourism office has about $550,000 for U.S. and international media spending, he said. The office is asking the General Assembly to raise its media budget to $3 million, which would allow TV ads as well as expanded print campaigns.
Mr. Williams said he's optimistic that the money will be granted. If it is, "we will be a big-league player," he said. "This will make us No. 2 or No. 3 in the mid-Atlantic region" in ad budget size.
Virginia spends more than $5 million annually to advertise its tourism attractions, Mr. Williams said. Pennsylvania spends more than $3 million.
Last year Maryland tourists spent $6.5 billion, Mr. Williams said.