Cape Cod Takes To TV Airwaves In Spring Push

Looking to upgrade the quality of its advertising and more tightly focus its media buys, the Cape Cod Chamber of Commerce this week will launch a TV spot on Boston network affiliates and cable channels.
Created by Fleming & Roskelly in Newport, R.I., the 30-second execution uses the themeline, “Spectacular in springtime,” and features images of outdoor fun and cultural activities throughout the Cape.
The spot, which includes a toll-free information number and Web site address, closes with the commonwealth’s “Take a real vacation” tagline, introduced last year by the Massachusetts Office of Travel & Tourism.
The commercial marks the first time in perhaps a decade the chamber has used TV, said agency president Paul Fleming, who served as copywriter. Partner Tom Roskelly handled art direction.
“We’re trying to upgrade all our advertising,” moving from black-and-white print ads running nationwide to “high-grade” print and broadcast campaigns that target potential visitors from nearby areas, said chamber official Wendy Northcross.
The TV spot breaks March 16 and runs for five weeks on morning news shows on Boston’s ABC, CBS and NBC affiliatess and through spring on cable stations such as CNBC.
Print ads are running in Travel America, Travel & Leisure, Coastal Living and elsewhere.
The $75,000 in production and media costs for the TV spot were covered by the Cape’s share of revenues generated by specialty “lighthouse” license plates. All told, the chamber spends about $500,000 annually on ads.