Battle For Leaf Peepers

Maine, Vermont Break Seasonal Campaigns
BOSTON–The states of Maine and Vermont are waging an advertising battle to attract tourists for the fall foliage season.
The Vermont Department of Tourism & Marketing recently launched its first fall campaign in a dozen years. Crafted by Paul Kaza Associates in South Burlington, Vt., the TV effort employs the tagline, “Fall. It’s our season,” and includes product placements from Green Mountain Coffee Roasters and Cabot Creamery. The two Vermont companies kicked in about $1 million to supplement the state’s annual $1 million media budget for tourism, said agency president Paul Kaza.
A pair of 30-second spots showcase the state’s scenic beauty, including copious shots of fall foliage, in an effort to attract visitors from nearby markets such as Hartford, Conn.;