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Ohio Division of Travel and Tourism Creates All-New Specialty Publications
COLUMBUS, Ohio - The Ohio Division of Travel and Tourism today announced the completion of specialty publications designed to provide Ohio travelers with a wealth of information about four key interest areas: Sports & Recreation, Family Travel, History & Heritage and Cities/Culture/Cuisine. The books are the result of shifting consumer habits whereby travelers select destinations based on experiences rather than attributes or geographical regions.
Each book is designed to convey the myriad offerings available to travelers within Ohio as well as the joy of travel. This is accomplished through a variety of articles, special events and suggested itineraries as well as vibrant images showing people enjoying Ohio experiences.
"This is a unique project that was completed through the assistance and input of the entire Ohio travel industry," said Claudia Vecchio, state tourism director. "Statewide Convention and Visitors Bureaus, Chambers of Commerce, attractions, restaurants, retailers and other tourism entities provided information and images crucial to the completion of the books."
Research compiled by Yankelovich Partners, Inc. and the Travel Industry Association of America (TIA) shows that people are increasingly seeking places that highlight interests and marketing that is more meaningful to consumers. In the 2006 TIA Outlook for Travel and Tourism, 38 percent of those surveyed claim "consumers should have more control over the timing and content of marketing" and 59 percent say that "very little, if any marketing has any relevance to me."
"The Division is committed to offering information to consumers in the most customized and relevant way possible," said Vecchio. "Through the printed format, these books offer information to potential travelers in a way that targets interests and offers suggestions based on those interests. In all cases, the idea is to make travel decisions simple, but also in line with consumer preferences and purchase behavior."
The books were produced in conjunction with Columbus-based Fahlgren Advertising, the Division's agency of record. Fahlgren employed the design and production expertise of Miles Media, one of the travel industry's most awarded publishers, to create the books.
The publications are available on the DiscoverOhio.com Web site at consumer.discoverohio.com/visitorinformation/requestmaterials.aspx. Each book is referenced within the particular interest area with a link to the publications order form.
The Ohio Division of Travel and Tourism is housed within the State of Ohio Department of Development. The Division's mission is to enhance the economic health of Ohio through marketing the state's unique travel and tourism brand, Ohio...So much to Discover!
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