boston—With interest in domestic and regional travel making a comeback, Swardlick Marketing Group is launching a tourism campaign that positions Maine as one of "America's great places."
A 60-second TV spot shows footage of families biking, hiking and boating, as well as dining out and enjoying Maine scenery.
A voiceover says, "This year, discover one of America's great places. Maine. Explore our legendary rock-bound coast. Visit historic villages where generations keep tradition alive. These are the places you'll remember for a lifetime."
"The spot reinforces the values and attributes of a domestic destination that has a great deal to offer," said David Swardlick, president of the Portland, Maine, agency.
The campaign runs through May 31. Print ads focus on well-known land marks; online and collateral material are also in the mix. Spending is in the high six-figure range.
"Maine is different but still has a sense of safety and welcome that will be much appreciated in today's environment," said Swardlick.
The effort targets travelers aged 35-64. Swardlick has held the account for 15 years.