PASSPORT TO WHERE?
PASSPORT TO WHERE? MORRIS PLAINS, N.J., June 16 /PRNewswire/ -- When is an advertising
agency a passport office?
Never! Well, almost never. "Hello. I'd like to apply for my passport." "Lady, this is an advertising agency. You need to call your county clerk's office." "But I just heard your announcement on the radio about the Division of Travel and Tourism Passport to New Jersey." "That passport is for elementary school children and is only good for tourism sites in New Jersey." "Oh....never mind." Phone calls like this have been coming in to the New Jersey office of Poppe Tyson Advertising and Public Relations, which represents New Jersey's Division of Travel and Tourism, since April 1 kickoff of Passport to New Jersey, an innovative and educational program. The agency expected -- and received -- hundreds of calls from parents and teachers seeking additional information about the in-state tourism program for elementary school children, but was surprised by the large number of callers seeking U.S. Passports for travel abroad. "It was a twist we hadn't anticipated," said Michael Peroff, general manager of Poppe Tyson. "But, we've been happy to direct callers to the proper agency." "I suspect that most of the confused callers heard the public service announcements about the program in the radio or saw the promotional messages television and simply didn't get their facts correct." Passport to New Jersey, which combines in-state tourism, a statewide essay contest and an in-store promotion at McDonald's, introduces students and their families to the wealth of unique cultural, historic and educational tourism attractions throughout the state. The promotion also incorporated a statewide essay contest. "The call from a mother that started with -- 'I'd like a passport for my son' -- was one that threw us off for a moment," said Peroff. "We started explaining the Passport to New Jersey program when she stopped us and told us her son was in college and traveling to Italy." The Passport to New Jersey's only similarity to a U.S. passport is its size. The red cover features a line drawing of a child and the logos of McDonald's, Public Service Electric & Gas, Jersey Central Power & Light and New Jersey Bell Yellow Pages, sponsors of the program. It includes a McDonald's coupon and an essay contest entry form and is valid when stamped by participating tourism sites. "What do you mean I can't have a passport?? I'm a citizen." "But...but...well O.K. sir, but you have to take your child to Edison Museum on the way to the airport." -0- 6/16/92 /CONTACT: Carol Carlson of Poppe Tyson, 201-539-0300/ CO: Poppe Tyson Advertising and Public Relations ST: New Jersey IN: LEI SU:
PS-SM -- NY075 -- 0805 06/16/92 16:16 EDT
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|Date:||Jun 16, 1992|
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