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Marketing & Advertising

Advertising & Communications


Domestic Advertising-Media and Production

The goal of the Marketing & Communications unit is to raise the awareness of and interest in Maryland as a travel destination. OTD focuses the state’s marketing efforts on those consumers, time periods and markets that generate the highest awareness levels and greatest return on investment effectively and efficiently.

Objectives:

Use innovative advertising creative with strong images and call-to-action messages together with effective media placement strategy to measurably maximize the opportunity for advertising return on investment, customer inquiries, engagement, time spent in the state and spending in the state.

Focus communication efforts on Maryland’s most compelling tourism messages and tourism differentiators, as determined by our consumer research (both quantitative and qualitative).

Increase visitor revenue volume by targeting customers, particularly non-Maryland vacationers, with a strategic focus on overnight stays.

Key Strategies:

Maintain a communications platform that can be leveraged and enhanced by the DMOs and the private sector to increase awareness of Maryland as a compelling, must-see destination offering a variety of things to do.

Work with advertising/marketing agency to introduce and broadcast new signature advertising campaign, “Maryland— Open For It,” to be carried across multiple platforms for the next three years.

Continue efforts to appeal to and address an expanded range of diverse audiences with custom messaging, imagery and media buys, including development of the ‘Storytellers’ radio series.

Prepare materials and messaging for ‘Year of the Woman’ initiative in 2020 and the upcoming national ABA conference in Baltimore in early 2021.

Continue to invest in specific campaigns that inspire overnight travel in Maryland, such as ‘Summer of Music’ and ‘Home for the Holidays.’

Explore opportunities to extend advertising reach with private-sector tourism industry partners through collaboration and coordination of advertising programs and initiatives.

Further invest in newest digital marketing platforms such as Conversant, Adara, Arrivalist, TripAdvisor Experiences and Google Retargeting to target media delivery to generational and interest-based audiences, and to enhance trip planning and bookings to increase transactionable outcomes.

Continue to invest in expansion markets to encourage overnight visitation from Ohio, Western Pennsylvania and New York, to in turn promote growth in tourism tax revenue.

Promote Maryland’s Scenic Byways as ideal ways to experience the variety of Maryland destinations and the state’s authentic cultural heritage as well as prime ways to navigate attractions such as the Harriet Tubman
Underground Railroad Visitor Center, Maryland’s Crab & Oyster Trail and the Great Chesapeake Bay Loop.

Conduct consumer research and testing to maximize the effectiveness and reach of our consumer and industry e-newsletters.

Continue to redesign and upgrade our state Welcome Centers as storytelling destinations.

Continue to work with Capital Region USA on international marketing efforts in its trade markets of the U.K., France and Germany, and with BrandUSA on international marketing efforts in Canada and Korea.

Continue to develop cooperative advertising programs that can be purchased by the tourism industry that elevates Maryland’s destinations, accommodations, tour services and attractions.