BOSTON Paul Kaza Associates is breaking a winter-themed television campaign to boost tourism in Vermont.
The six-figure effort's 30-second TV spot, "The Air Clears," starts airing today in markets such as metropolitan New York, Boston, Hartford, Conn., and Philadelphia, which are close enough to allow potential visitors to drive to Vermont for getaways.
The commercial shows families having outdoor fun using traditional seasonal images such as sledding and snowmen. Copy focuses on the relaxing, rejuvenating effects of a trip to Vermont. The work drops the five-year "Where the world celebrates winter" theme and is not tagged. Paul Kaza served as director and creative director; Stuart Wood was the copywriter.
Paul Kaza of South Burlington, Vt., crafted the effort on behalf of the state's tourism office and the Vermont Ski Area Association, in conjunction with local corporate sponsor Cabot Dairy Farm, which gets a plug at the spot's close.