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PENNSYLVANIA HITS AIRWAYS WITH NEW WINTER TRAVEL AD CAMPAIGN, ISSUES 1994 VISITORS GUIDE

 HARRISBURG, Pa., Jan. 10 /PRNewswire/ -- Pennsylvania's $1.8 million winter travel advertising campaign begins Monday with television, outdoor advertising and a new 1994 Visitors Guide, according to state Commerce Secretary Andrew T. Greenberg.
 The campaign is designed to boost tourism, a $16.2 billion a year industry in Pennsylvania, supporting 290,000 jobs. It is the Commonwealth's second largest industry.
 "Winter is an important season for Pennsylvania tourism, and we're campaigning hard to attract visitors to all there is to see and do across the Commonwealth," Greenberg said.
 The state's $1.8 million ad campaign includes $850,000 in private sector funding generated through the sale of advertising to support the production of the 228-page visitors guide.
 "This is the third year for the production of a year-round, ad- supported guide, and each year we have seen increased support from the state's travel and tourism industry," Greenberg said.
 "The industry's commitment through this cooperative effort helps us to give Pennsylvania taxpayers more bang for their buck."
 The theme for the winter campaign is "Don't Hibernate. Celebrate!"
 The four-week advertising campaign features the return of the popular animated bear in a 30-second television commercial and in outdoor advertising.
 The colorful guide features information on more than 850 attractions and 1,000 special events across Pennsylvania throughout the year.
 A new component of the campaign is the use of permanent painted outdoor advertising billboards for year-round exposure in out-of-state markets.
 "From downhill and cross-country skiing to snowmobiling and ice fishing, Pennsylvania offers outdoor adventure for individuals of all ages and ability levels," Greenberg said. "This campaign will create a strong awareness of Pennsylvania as a winter vacation destination."
 Greenberg said the "It's Winter Again" animated television commercial will air throughout the Commonwealth and in more than 30 out- of-state markets.
 "The outdoor component builds on the success of past campaigns and promotes the 1-800-VISIT-PA consumer line," Greenberg said.
 The Commonwealth will spend $525,000 on the television campaign. The upbeat television commercial promotes the state's toll-free number -- 1-800-VISIT-PA (800-847-4872) -- for consumers to request a free copy of the 1994 Pennsylvania Visitors Guide.
 By utilizing regional network buys, the Commonwealth is reaching new markets in which to promote Pennsylvania travel and tourism.
 The $100,000 outdoor component, which also touts the 1-800-VISIT-PA line, includes posters in eight in-state markets -- Erie; Harrisburg/York/Lancaster; Johnstown/Altoona; Philadelphia; Pittsburgh; the Poconos; Reading; and Wilkes-Barre/Scranton -- as well as the permanent, out-of-state locations in Maryland, Ohio, New York state, northern and southern New Jersey and Washington.
 In early March, the permanent billboards, which are 14 by 48 feet, will be repainted with a new Pennsylvania travel message for the balance of the year.
 The regular outdoor component utilizes the campaign's integrated theme and features the winter bear. The out-of-state billboards incorporate the bear, but feature an extension with the bear's head and hat soaring above the board.
 Greenberg said the state is paying for 117 billboards and has negotiated with the state's outdoor advertising industry for an additional 103 billboards for an added value of $45,000.
 By calling 1-800-VISIT-PA, travelers can obtain the year-round Pennsylvania Visitors Guide, which includes hundreds of events and attractions, as well as general travel information.
 This year's guide features ads by more than 200 destinations and attractions from around the state. The amount of advertising is up 16 percent compared with the 1993 guide, while ad revenue has increased 12 percent.
 The private- and public-sector advertisers helped to offset the $1.2 million cost of the guide by providing more than $850,000 in ad revenues, Greenberg said.
 Greenberg added, "The popular Visitors Guide is one of our most successful public-private partnerships in promoting tourism."
 The state is producing 650,000 copies of the guide, 50,000 more than last year.
 For the first time, the guide includes information on services and accommodations accessible to people with disabilities.
 The guide, which is divided into eight travel regions, also contains more than $2,500 in money-saving coupons and is accompanied by an official Pennsylvania road map.
 For a free copy of the 1994 Pennsylvania Visitors Guide, call 1-800-VISIT-PA or write: Pennsylvania Department of Commerce Fulfillment House; P.O. Box 61; Warrendale, PA 15086.
 Persons with hearing impairment may request a copy of the guide via TDD by calling 800-332-8338 from 8 a.m. to 6 p.m. (EST), seven days a week. And for a second year, an abbreviated version of the guide on audio tape will be available after March 1 for persons with visual impairments by calling 800-237-4363 from 8:30 a.m. to 5 p.m. (EST), Monday through Friday.
 /delval/
 -0- 1/10/94
 /CONTACT: Ron Jury of the Department of Commerce, 717-783-1132/


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

MJ -- PH008 -- 0569 01/10/94 12:13 EST
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Date:Jan 10, 1994
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