NORTH CAROLINA TRAVEL & TOURISM
AGENCY: Loeffler Ketchum Mountjoy, Charlotte, N.C.
CLIENT: North Carolina Division of Travel & Tourism, Raleigh
CREATIVE/ART DIRECTOR: Jim Mountjoy
COPYWRITER: Ed Jones
The line of copy under the headline: ‘Some of the biggest, orneriest fighting fish in all the world can be found in our waters. And that’s not bending the truth.’ On the other hand, truth-bending is not least among the sport fisherman’s skills, so the ad’s own exaggeration quickly creates a rapport between client and reader. And if the state’s tourism office isn’t above telling a fish story, this suggests a down-home quality to the place that anglers and non-anglers alike will find inviting. You can catch a fish in any state of the union, but fishermen want to vacation someplace where their sport is an honored pursuit. The wry humor of the ad lets them know they’ll find North Carolina a congenial venue, as well as a likely spot for catching a mega-fish.
Copyright Adweek L.P. (1993)
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