WKP Stresses Adventure for Maine Tourism

“It must be Maine” is the theme of Warren Kremer Paino’s first major campaign promoting Maine tourism. The $3 million push, which broke last week, targets active travelers in nearby markets such as Boston; Providence, R.I.; Hartford and New Haven, Conn.; and metropolitan New York. A 30-second spot from the New York shop shows white-water rafting, fly-fishing and images of exotic birds. Previous ads, from Portland, Maine-based Swardlick Marketing Group, focused on the more pastoral aspect of the region’s scenic beauty and were tagged, “The Maine attraction.”