State officials hope a new branding campaign can lure more tourists to Delaware.
The campaign, which was unveiled Monday, includes the tagline “Endless Discoveries,” as well as a logo, and a series of television commercials.
“We hope that it conveys that there is more to Delaware than meets the eye, that you can come back over and over and find so many diverse activities or attractions. We’re hoping its piques their interest, makes them want to try to visit Delaware," State Tourism Director Linda Parkowski told Delaware Public Media.
Parkowski says the campaign is the result of about two years of work with an ad agency and a marketing research firm. She notes that the research done confirmed anecdotal feedback her department has gotten online and at trade shows indicating a lack of awareness about what the state has to offer tourists.
“Delaware didn’t have a negative image at all. It just had either a bland image or no image," said Parkowski.
For instance, Parkowski says when people were shown pictures of Trap Pond, Nemours Mansion, or someone kayaking on the Christina River they would say "that can't be in Delaware." And while there was some awareness of First State beaches, the research also showed an disconcerting trend.
"A majority of people drive through Delaware, but do not stop. They were very aware of our presence on I-95 and very aware of our tolls," said Parkowski.
"And that’s what we’re trying to correct, and change – and really show visitors what there is to offer in Delaware."
Parkowski adds the “Endless Discoveries” brand was selected over four others.
"We tested that tagline over and over and it was the one that would move people to actually try a visit," said Parkowski.
While some ads will run in national publications, such as Good Housekeeping, Southern Living and Oprah, the focus of the campaign is regional, hitting 16 East Coast states with print, radio, TV and digital advertising. The state is specifically targeting on potential visitors within two hours driving distance. The campaign will also target women, who research indicates take the lead in vacation planning decisions.
The TV ads are in part a response to survey responses that indicated that people recall seeing commercials for Pennsylvania, New Jersey, and Virginia, but not for Delaware.
DEDO director ALan Levin is proud of the work that went into following through on a vision.
"Coming out of the private sector I know how important branding can be. I also know how important it can be if you mess it up. And because of the research and the work that Delaware Tourism has put into this effort, this is going to be a huge success."
Parkowski says the state has budgeted for an initial six-month push; 300 thousand dollars in unexpected 2014 revenue from the public accommodations tax will help fund the initial roll-out. However, plans to do more beyond that will depend on money available.
Governor Jack Markell (D) says making Delaware attractive to outsiders is key to building the valuable industry.
"The tourism industry employs almost 40,000 people in Delaware, now its in excess of $2 billion of economic activity for our state...and that is growing. But the way for it to grow is to make sure we bring more and more people in."
