Texas Tops in U.S. Tourism Ad Spend

DALLAS Texas is the top state in tourism advertising within the U.S. with a budget of $14 million, while Hawaii leads in combined domestic and international advertising at $69 million, according to a Travel Industry Association survey.

The survey covered the states’ fiscal year, which runs from July 1 to June 30 of the following calendar year.

All states combined plan to spend $602 million on tourism advertising in 2005, an 11 percent increase over 2004, according to the survey.

Illinois ranked second in combined domestic and international ad spending at $48 million, followed by Pennsylvania ($33 million), Texas ($31 million), Florida ($29 million), West Virginia ($23 million), Louisiana ($18 million), Missouri ($18 million), South Carolina ($16 million) and Arizona ($16 million).

In Texas, Interpublic Group’s TM Advertising this year launched a $15 million campaign for the state tourism office after successfully defending the account last year. The Irving, Texas, shop’s campaign includes six TV spots that follow families traveling through the state and online advertising.

New Orleans ad shop Peter A. Mayer Advertising launched a $7 million campaign for the Louisiana Office of Tourism that promotes the state as family friendly while still catering to adults with gambling and French Quarter jazz clubs.