Message from Mary – Holiday Edition
Sharing a candlelight carriage ride cuddled up with the one you love, seeing the wonder in your child’s eyes as he or she watches their first holiday lights show, or observing their timid approach the first time they tell Santa their wishes – the holidays in Ohio are time for making the most out of moments. Often it’s these moments that create the most joy when recalled years later.
As we all know, the holidays can be filled with a variety of emotions – everything from stress and anxiety over shopping, cooking, errands, and guests – to the joy and love of the season - that you often don’t get to experience until you have time to catch your breath. I hope you take some time this holiday season to share experiences and truly connect with your loved ones away from the hustle and bustle.
The messaging Ohio. Find It Here., is a result of the brand work we did this year. It is rooted in extensive and innovative research, and speaks to both the variety of experiences in Ohio as well as the emotional connections that happen when traveling in the state. It leverages the diversity of Ohio as a competitive advantage for us.
The process of sharing the brand evokes equally as stirring emotions…
We find Excitement in the reactions of our industry and state leadership with whom we have shared the brand concept story and concept video.
We find Passion as the advertising creative execution begins to take shape. The first Ohio. Find It Here. print ad will be in the January/February edition of Midwest Living. Make sure you preview the ad in this issue of BuckeyeLine.
We find Gratitude through the unwavering support of our tourism industry. The way you have embraced the Ohio brand only underscores our confidence that it will be successful in growing tourism in our state.
We find Joy seeing how many of you made commitments in the 2016 Advertising Co-Op program. Nearly the entire $1.7 million of TourismOhio dollars have been matched through Destination Builder Plus alone - a new record for Ohio tourism partnership promotion!
We find Anticipation as we prepare for the multi-channel marketing approach you will see from TourismOhio in 2016 – turning heads and hearts to Ohio. Thank you for taking this journey with us – the road ahead is filled with promise. Here’s wishing you a blessed holiday season filled with warmth and love and spending meaningful time with those who mean the most to you.
For the Good of Ohio,
Mary L. Cusick
Co-Op Commitments Reach Nearly $1.7 Million!
We are very excited about the positive response we’re seeing to the 2016 co-op. To date, more than 130 organizations have registered to participate and nearly $1.7 million in matching funds have been requested. Your investment in promoting your destination and Ohio coupled with the match TourismOhio has committed means that collectively we are investing nearly $3.4 million in advertising—this is powerful in terms of building awareness of Ohio as a destination of choice!
As we’ve touted along the way, this year’s co-op is designed for organizations of all sizes. We’re pleased that so many of you are continuing your participation, and we’re also thrilled to welcome 70+ new participants as we partner together to promote Ohio.
Midwest Living Magazine Promotes Dream Trip to Ohio
Even before the new brand hits TV and radio you’ll start to see it show up in print as it makes its debut in the January/February 2016 issue of Midwest Living magazine. There, Ohio will be featured in the magazine’s first-ever Dream Trip special editorial section. Our full-page branded ad will appear alongside a full-page editorial that highlights the Ohio dream trip that readers will have the chance to enter to win.
Not only will the ad turn heads to Ohio and cause readers to want to know more, but the prize package shoul do so as well! The Ohio dream trip includes a two-night stay in the Villas at Gervasi Vineyard; private wine and food sampling with the head winemaker; one night at the luxurious Inn Walden including spa services; dinner for six at the chef’s table at Lola Bistro, TV star Michael Symons signature restaurant; and a collection of his cookbooks autographed by Symon.
This ad will appear in Midwest Living magazine accompanying the editorial coverage for the Ohio Dream Trip Giveaway. The Ohio brand strategy conveys emotional engagement first, it links the positive emotions that travel elicits to moments shared in Ohio. It’s about the connections you feel and experience with those you care about most.