Division Releases

2009 Ohio Multicultural Events Guide Provides More than 100 Reasons to Start Livin’ for the Weekend

7/9/2009

CONTACT:
Tamara Brown at (614) 466-8591

COLUMBUS, Ohio (July 9, 2009) – The Ohio Tourism Division has released its 2009 Festivals and Events Guide aimed at encouraging multicultural travelers to experience Ohio’s outstanding music, cultural and heritage events and to consider planning a three-day getaway in Ohio.

A component of the Division’s “Livin’ for the Weekend” multicultural tourism marketing campaign, this year’s 8-page events guide was re-designed to appeal more directly to women who are the key travel decision makers for their own families, for planning family reunions and who are increasingly seeking girlfriend getaway opportunities.

“We have released 300,000 copies of this guide to continue aggressively marketing Ohio’s many first-class events with wide appeal to the minority audience – events such as the Macy’s Music Festival, Latino Heritage Festival, Jazz & Rib Fest, the Midwest Black Family Reunion, Puerto Rican Parade and Festival and more,” said Alicia Reece, Assistant State Tourism Director and lead on the state’s multicultural tourism marketing program.

At its core, the guide provides a master calendar of more than 100 diverse events and destinations. A clever design provides two different editorial experiences, each with its own cover – one geared to family reunion planning ideas and one offering ideas and tips on planning the ultimate girlfriend getaway in Ohio. The guide, co-sponsored by Positively Cleveland and Ohio State Park Resorts, is full of vibrant color and images in which visitors can envision themselves experiencing Ohio while reconnecting with their families, spouses and friends.

“Ohio is a fun, affordable destination for every segment of the population, and it is our intention with this festivals and events guide to showcase our world-class tourism experiences to diverse populations who may not have considered Ohio as a tourism option for them in the past,” State Tourism Director Amir Eylon said.

A majority of the guides are being distributed as inserts in African American newspapers in Ohio and contiguous states, however, guides also are available to download from DiscoverOhio.com by clicking the “Livin’ for the Weekend,” link on the homepage.

The multicultural festivals and events guide was written and designed by the Ohio Tourism Division’s multicultural agency of record, Singleton & Partners based in Cleveland, Ohio, and printed by FAVOR Lifestyle magazine of Columbus, Ohio. The guide also was distributed as an insert in the June issue of FAVOR.

In addition to the events guide, Ohio’s multicultural tourism campaign included advertising on cable television including BET, radio and print in Ohio and adjoining states.

About the Ohio Tourism Division
The Ohio Tourism Division is the premier source of information for travelers and media about Ohio’s vibrant tourism experiences, attractions, and economy. Division marketing programs contributed to an estimated $39 billion in visitor sales in 2008 and 452,000 jobs sustained by visitors to the state. A part of the Ohio Department of Development, the division’s mission is to promote and celebrate Ohio’s unique travel opportunities and market the state’s outstanding quality of life.

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