Ad campaign taking new direction AWARD-WINNING POSTER

September 28, 1990|By Meredith Schlow | Meredith Schlow,Evening Sun Staff

The canoe race depicted on an award-winning poster will be one of the last seasonal events in Maryland to be promoted by the Maryland Office of Tourism Development.

In the future, the office plans to stop advertising single events, such as a canoe race, and start promoting themes, such as antiquing. It is doing this, in part, to appeal to tourists from out of state as well as Marylanders.

"That allows us to publicize a lot more things," said Fran Severn, editorial coordinator for the Office of Tourism, referring to the state's campaign plan. "It lets us broaden it."

The poster, entitled "And You Thought the Arms Race Was Over," was designed by the Earle Palmer Brown Companies to promote the Pocomoke River Canoe Challenge and Cyprus Festival in June. The poster was awarded a plaque by the National Council of State Travel Directors.

One-time events that remain to be promoted are the Patuxent River Appreciation Days, to be held Oct. 13 and 14 in Calvert County, and an undecided winter event.

"Now the emphasis is switching," Severn said. "Advertising Maryland as a whole, we're moving out of state. We're targeting Philadelphia, advertising Maryland as weekend get-away."

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