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NEW ADVERTISING CAMPAIGN TOUTS PENNSYLVANIA'S FALL

 HARRISBURG, Pa., Sept. 29 /PRNewswire/ -- As Pennsylvania ushers in the autumn season, the Commonwealth's colorful foliage is showcased in a more than $462,000 fall travel advertising campaign that utilizes radio, billboard and print advertising.
 The fall radio campaign is being re-introduced this year and will build on the success of previous fall campaigns, said state Secretary of Commerce Andrew T. Greenberg.
 "With so much forested land, Pennsylvania is the perfect place for viewing fall foliage," Greenberg said.
 "This campaign will create a strong awareness of Pennsylvania as a fall vacation destination," he said. "The fall ads also promote the state's toll-free consumer line -- 1-800-VISIT-PA (847-4872) -- for callers to request a free copy of the 1993 Pennsylvania Visitors Guide."
 Greenberg said the department's upbeat radio campaign continues to promote travel and tourism in the state and features prize giveaways to Pennsylvania sites and attractions.
 The state will spend more than $200,000 on the radio campaign. In addition, Greenberg said the state will gain $80,000 in radio time through the use of local market promotions that offer listeners chances to win fall getaway prize packages donated by various tourism promotion agencies throughout the Commonwealth.
 "This cooperative effort will give Pennsylvania additional radio air time at no cost to state taxpayers," Greenberg said.
 Radio spots, which use the recognizable Pennsylvania jingle to create top-of-mind awareness, will air in three out-of-state markets: Baltimore, Cleveland and Washington, D.C..
 The 12 in-state metropolitan markets running the spots include: Allentown, Altoona, Erie, Harrisburg, Johnstown, Lancaster, Philadelphia, Pittsburgh, Reading, Wilkes-Barre/Scranton, Williamsport and York.
 The state also is spending nearly $91,000 on outdoor advertising. The billboards will be displayed at 252 locations throughout the state.
 The billboards depict Pennsylvania's spectacular fall foliage with a headline titled, "Get Away to It All." The 1-800-VISIT-PA number also is included on the billboards.
 Greenberg said the state is paying for 166 billboards and has negotiated with the state's outdoor advertising industry for an additional 86 billboards with an additional value of $45,000.
 "With the local market radio promotions and the bonus billboards, the state is able to increase its marketing dollars by an additional $125,000," Greenberg said.
 The Department of Commerce also is undertaking a more than $44,000 cooperative print advertising campaign with the Pennsylvania Historical and Museum Commission this fall. The full-page, black-and-white ad, which features a discount coupon for 25 Trail of History attractions, appears in TV Guide.
 The department is spending $1,035 to advertise in Where & When magazine, a statewide travel publication.
 As part of the fall campaign, Pennsylvania maintains an 1-800-FALL-IN-PA (325-5467) fall foliage line that provides callers with weekly updates on prime fall foliage viewing throughout Pennsylvania. The line is open 24 hours a day and runs from Sept. 15 through Nov. 17. For fall foliage, the Commonwealth is divided into three zones -- the northern, central and southern zones -- which peak at different times throughout October.
 By calling 1-800-VISIT-PA, travelers can obtain the annual, year- round Pennsylvania Visitors Guide, which offers travel tips for indoor and outdoor activities, as well as general travel information. The guide, which is divided into eight travel regions, also contains more than $2,500 in discount coupons. This year, for the first time, the Pennsylvania Visitors Guide is available on tape for the visually impaired.
 For a free copy of the 1993 Pennsylvania Visitors Guide, call 1-800-VISIT-PA or write: Pennsylvania Department of Commerce Fulfillment House, P.O. Box 61, Warrendale, PA 15086.
 Hearing-impaired consumers can request a copy of the guide via TDD by calling 1-800-332-8338 from 8 a.m. to 6 p.m. (Eastern), seven days a week. Audio tapes of the guide are available for the visually impaired by calling 1-800-237-4363 from 8:30 a.m. to 5 p.m. (Eastern), Monday through Friday.
 /delval/
 -0- 9/29/93
 /CONTACT: Ron Jury, press secretary of the Pennsylvania Department of Commerce, 717-783-1132/


CO: Pennsylvania Department of Commerce ST: Pennsylvania IN: ADV SU:

JM-MK -- PH013 -- 6790 09/29/93 11:45 EDT
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Date:Sep 29, 1993
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