Luring Visitors Into the “Deep’

Hughes Bows Mystic Seaport TV Campaign
BOSTON-Moms planning family time away from the New York metropolitan area are the target of The Hughes Agency’s first ads for Mystic Seaport, just a two-hour drive from the Big Apple.
Three 30-second TV spots feature authentic footage of 19th and early 20th century America culled mostly from the archives of the Mystic, Conn., maritime museum.
The commercials are narrated by 10-13-year-old girls, whose descriptions of Mystic Seaport’s objects- a fishing net, a ship’s sail-bring to life a bygone, seafaring era. The spots close with the line: “The sea. It’s deep.”
“We wanted to convey that Mystic Seaport is more than just a place. It’s an experience,” said Hughes creative director Brian Hutter, who worked on the campaign with art director Carl Sastram and director of strategic planning Grant Castle.
The ads break this week on cable television programming in New York, Westchester County and southwestern Connecticut.
Mystic Seaport earlier this year hired the Norwalk, Conn., shop for its $1 million ad assignment.
The account previously had been handled by Vogt/Wein in Westport, Conn., whose last campaign for the client positioned it as “The museum of America and the sea,” a line the Mystic Seaport continues to employ on its Web site and elsewhere.