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Maine Seen Among 'Great Places'

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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.