Over 1 Billion Ways to Say 'Come Visit'

Your Guide to How Tourism Offices Across the Country are Attempting to Get Their Piece of the $810 Billion Industry

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" }, { name:'Washington', id: 'WA', image:'http://gaia.adage.com/images/bin/image/washington-tourism.jpg', text: "

The only state currently without a tourism budget. The state was spending $2 million in 2011, though it had been $10 million a few years before. The former tagline was 'Washington -- the State.'

Of note: Regional and city tourism and travel groups have rallied under the non-profit 'Washington Tourism Alliance,' but have struggled to raise money and are now proposing a voluntarily paid 'tax' to raise between $7.5 million and $15 million.

" }, { name:'Michigan', id: 'MI', youtube: '9nzM2vKZIhE', image:null, text: "

Tagline: 'Pure Michigan'
Budget: $25 million
Agency: McCann Erickson, Detroit

History: The long-running campaign narrated by Tim Allen began regionally in 2006 and went national in 2009.

Of note: Michigan budgeted $25 million to tourism during the recession when the state was in a financial straits, using it not only for tourism, but also economic development. Visitor spending in Michigan jumped from $15.1 billion in 2009, the year the campaign started, to $17.2 billion in 2010 for the biggest one-year increase in its history.

" }, { name:'Montana', id: 'MT', youtube: 'dGcsjP70xNo', image:null, text: "

Tagline: None
Budget: $14 million
Agency: MercuryCSC, Bozeman

Partnerships with National Geographic and Discovery Networks show Montana through the eyes of grizzly bear expert Casey Anderson; Native American historian Darrell Kipp; mountaineer Conrad Anker; and X-games medalist and photographer Kevin Connolly.

Of note: Montana purposefully does not designate a marketing tagline, instead incorporating seasonal messaging changes. The current regional effort 'Get Lost (in Montana)' is meant to tap into the trend of closer-to-home trips. A spokeswoman said the campaign has jokingly been referred to as 'Yelp for the dirt-road traveler.'

" }, { name:'Louisiana', id: 'LA', image:'http://gaia.adage.com/images/bin/image/rightrail/Louisiana-tourism.jpg', text: "

Tagline: 'Pick Your Passion'
Budget: $30 million
Agency: Trumpet, New Orleans

Harry Connick Jr., one of the state's famous sons, leads a cast of musicians getting set to kick off the next campaign celebrating Louisiana music at the end of the year. The ongoing effort includes TV, print, radio, social media and online advertising. Louisiana has three key target consumers: drivers within eight hours of the state; targeted big cities such as Chicago, Miami, New York and St. Louis, and five key international markets including Mexico, Canada, France, Germany and the U.K.

Of note: Louisiana's tourism budget includes millions of dollars of 'pass-throughs,' that is money already earmarked for other entertainment purposes, such as $6 million for the Super Bowl. So in effect, the tourism department's budget is only about $18 million for next year, a tourism spokesman said.

" }, { name:'Connecticut', id: 'CT', youtube: 'mFr-AWe_HlU', image:null, text: "

Tagline: 'Still Revolutionary'
Budget: Just reinstated at about $15 million this year
Agency: Chowder, New York

The campaign launched in May with the anthem 'Better With You' commissioned for the effort and performed by the Hartford Symphony Orchestra and a University of Connecticut student singer.

Of note: The tourism marketing budget was cut to $1 for 2010, but Gov. Daniel Malloy made its reinstatement a campaign promise. His win also brought legislative approval, beginning in 2012, of a two-year, $27 million budget to the state.

" }, { name:'Wisconsin', id: 'WI', youtube: 'dyU2WivYeZI', image:null, text: "

Tagline: None; the brand is built on the theme of 'fun.'
Budget: $15 million; marketing is about $10 million of that .
Agency: Laughlin Constable, Milwauke

Wisconsin-connected actors Henry Winkler ('Happy Days') and Tony Shaloub (Green Bay native) make cameo appearances in TV spots. The current summer campaign 'Picture the Fun' is running in Wisconsin, Illinois, Michigan, Minnesota and Iowa, featuring TV, radio, print and digital ads, out-of -home marketing, PR, social media and co-op advertising with the Chicago Transit Authority.

Of note: 'Airplane!' director (and Wisconsin native) David Zucker and actor Robert Hayes teamed up to shoot the Department of Tourisms's 2013 commercial.

" }, { name:'Texas', id: 'TX', image:'http://gaia.adage.com/images/bin/image/rightrail/Texas-tourism.jpg', text: "

Tagline: 'It's Like a Whole Other Country'
Budget: $30 million
Agency: Slingshot, Dallas (RedPeg Marketing for Texas on Tour)

Texas has the largest traveling event in state tourism, called Texas on Tour, now in its fifth year. The traveling road show includes a virtual beach, virtual kayaking adventure and an entertainment stage with Texas music.

Of note: Texas tourism narrowly escaped the state budget ax, which would have reportedly slashed funding by $25 million. The state budget approved $30 million for 2012 and $31.5 million for 2013.

" }, { name:'South Dakota', id: 'SD', youtube: 'f92G0_g3GGg', image:null, text: "

Tagline: 'Great Faces. Great Places.'
Total budget: $12 million
Agency: In final RFP process, with two winners to be announced soon

The peak spring/summer season campaign, themed 'Your American Journey,' ran on network and cable TV, and in print and digital targeted at markets including Minneapolis; Omaha; Kansas City, Mo. and Des Moines, Iowa.

Of note: Comedian Jay Leno poked fun at the tourism campaign in May with a mock ad intoning: 'Spend a week in South Dakota. On Monday, visit Mt. Rushmore ... On Tuesday, see Mount Rushmore again. On Wednesday, visit the gift shop at Mount Rushmore. And on Thursday, relive your first experience, at Mount Rushmore.'

" }, { name:'New York', id: 'NY', youtube: 'fBOK0r7rLvc', image:null, text: "

Tagline: 'I Love NY'
Total budget: $50 million 'New York Open for Business' initiative ($5 million for current ad campaign)
Agency: BBDO, New York

The campaign changes the 'love' in the traditional slogan - first used in 1977 - for the first time by erasing the heart to reveal hand-drawn images of reasons to love New York, submitted by both visitors and New Yorkers. Those include horse racing, beaches, pizza, roller coasters, baseball and biking. The ads target the 'driver' market within a five-to-six-hour range from New York. Ads will also run in 6,000 taxi cabs roughly four times an hour on weekdays.

Of note: After years of dwindling tourism budgets and on-again off-again legislative support, New York tourism found a champion in Gov. Andrew Cuomo.

" }, { name:'Pennsylvania', id: 'PA', image:'http://gaia.adage.com/images/bin/image/Pennsylvania-tourism.jpg', text: "

Tagline: 'State of Independence'
Budget: $3 million

Pennsylvania's budget slipped from a high of $44 million in 2000, down significantly from just last year, when it had a budget of almost $11 million. A group of Pennsylvania tourism groups has banded to lobby to restore funding and create a private/public-tourism commission.

Of note: Pennsylvania is the fourth most-visited state in the country, according to PA Tourism, and contributes more than $25 billion to the economy.

" }, { name:'Hawaii', id: 'HI', image:'http://gaia.adage.com/images/bin/image/Hawaii-tourism.jpg', text: "

Tagline: 'The Hawaiian Islands'
Total budget: $69 million
Agency: MVNP, Honolulu

Hawaii's current campaign seeks to develop unique brand personalities for each of the six islands that make up the state, such as Oahu 'The heart of Hawaii,' Maui 'The Magic Isle,' and Kauai 'Hawaii's Island of Discovery.'

Of note: Visitors to Hawaii come, in descending order, from the Western U.S. (11 states west of the Rockies), followed by rest of the U.S., then Japan, Canada, and other Asian countries at No. 5. And while Hawaii's budget seems high, it's actually been capped for several years and is down from $81 million in 2010.

" }, { name:'Illinois', id: 'IL', text: "

Tagline: 'Mile After Magnificent Mile'
Budget: $15 million
Agency: JWT

History: Illinois' 'Mile' tagline has been used since 2004, and while recent TV spots use it onscreen, the theme has been, 'There is a Place,' directing viewers to enjoyillinois.com.

Of note: The newest commercials -- one targeting couples and another families -- feature stylized scenery, anthemic music, and a persuasive single-voiced narrative that 's prompted comparisons to 'Pure Michigan.'

" }, { name:'Virginia', id: 'VA', image:'http://gaia.adage.com/images/bin/image/Virginia-tourism.jpg', text: "

Tagline: 'Virginia is for Lovers'
Budget: $18 million
Agency: BCF, Virginia Beach, VA

Virginia is still all about love, even after more than 40 years of its now famous 'Lovers' slogan. Virginia partnered with tourism destinations to create art such as the word 'Love' crafted out of logs in cabin-capital Luray, and out of luggage at the Norfolk airport. Visitors are encouraged to take pictures and upload them to social media.

Of note: The original tagline, launched in an ad in Brides Magazine in 1969, coincides with a country where love-ins, 'Love Story' (the book) and 'make love, not war' were popular with young people. It started with an idea from an ad agency (which eventually became the Martin Agency) and expanded into the notion that Virginia is for history lovers, beach lovers or mountain lovers.

" }, { name:'Alabama', id: 'AL', youtube: 'YZrFFEYWf9E', image:null, text: "

Tagline: 'Sweet Home Alabama'
Budget: $12 million
Agency: Lucky & Co., Birmingham

'Road Trips and Trails' is the theme this summer, with TV spots in which actor Brendan Powers acts as tour guide, cruising through each spot in a 1953 baby blue Cadillac meant to recall native singer Hank Williams' famous car on his last road trip.

Of note: Alabama Tourism gets an additional $10 million of free airtime through a partnership between its pension fund and Raycom Media, which owns TV stations in Alabama and the southeast.

" }, { name:'Idaho', id: 'ID', youtube:'WQPvwucNU0o', text: "

Tagline: 'Adventures in Living'
Budget: $7 million
Agency: Drake Cooper, Boise

Idaho turned to social media to stretch a budget that doesn't afford TV. Its 'My ID' campaign on Facebook and Twitter encourages users to put their faces on characters in Idaho-themed movies that also feature its signature spud. They've also tried new media, such as ads on Pandora Radio, and a deal with TripAdvisor to directly reach consumers interested in Idaho.

" }, { name:'Arizona', id: 'AZ', image:'http://gaia.adage.com/images/bin/image/rightrail/arizona-tourism.jpg', text: "

Tagline: 'Grand Canyon State'
Budget: $7 million
Agency: Moses Anshell, Phoenix

'Discover a Summer Worth Sharing' is Arizona's social-media effort directed at in-state travelers this summer. Consumers are asked to share Arizona experiences via Facebook, Twitter and Pinterest.

Of note: The two major markets Arizona tourism focuses its efforts on are Chicago and Los Angeles. The campaign expands on its ongoing 'In One Word' campaign featuring the state's iconic landscape and 'one word' to describe them.

" }] } );
Which States Are the Big Spenders?

Map by Charlie Moran

The flagging economy and tough legislative budget wrangling have leveled out for many state tourism offices, which are back to the business of luring in visitors. And it is a big business: More than $810 billion is spent by travelers in the U.S. every year.

Lately, many destination marketers are turning over more of their budgets to digital and social media both to save money and track effectiveness. For state tourism offices, accountability can mean the difference between getting funded or getting cut. Collectively, state destination marketers manage about $677 million in total yearly budgets, while city and specific destinations have more than $1.4 billion, according to the Destination Marketing Association International and U.S. Travel Organizations.

"For every dollar spent, they get back between $4 and $10 (in taxes)," said Jake Steinman, CEO of North American Journeys and organizer of the annual eTourism Summit. "The tourism agencies haven't been able to convince their states that they are the sales force for the state. Sometimes it seems the only way they can justify their existence is to close down and see what happens."

So what's the breakdown? According to the DMAI, average budget allocations for consumer advertising skew toward online and print at 30% and 33%, respectively, but also include TV at 8% and radio at 5%. (The remaining 24% was categorized as "other.") The study found that almost half of destination marketers now have at least one staff member devoted to website content management and 92% will have a mobile version of their sites by the end of the year. Almost half (47%) will have location-specific apps as well.

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