Mascola Picks Up Fairfield County Tourism Work

BOSTOn—Mascola Advertising last week added the Coastal Fairfield County Convention & Visitors Bureau to its roster of travel and destination clients.

The New Haven, Conn., agency picked up the account following a review. Billings have not been determined.

Mascola also serves Connecticut’s Mystic and More Convention & Visitors Bureau, the Connecticut River Valley and Shoreline Visitors Council, and the North Central Visitors Bureau, also known as Heritage Valley.

“Connecticut used to be synonymous with insurance and defense, but tourism now is a big economic driver in the state,” said Matt Sawyers, director of strategic communications at the agency.

At $5 billion a year, tourism represents about 6 percent of the state’s economy, according to the Connecticut Office of Tour-ism. That agency is represented by McLaughlin, Delvecchio & Casey in New Haven, Conn.

For Fairfield County, Mascola is developing a campaign that will break in early 2003. Work will include print, direct mail and possibly radio, Sawyers said. Ads will tout the area’s proximity to New York, as well as its own attractions.

“Coastal Fairfield County is where New England meets New York,” said agency president Chuck Mascola.

Though the agency represents four tourism districts, their different amenities do not pose conflicts, Sawyers said.

Mascola, for example, emphasizes Mystic & More’s museums, beaches and shipyards. For CRVS, the shop recently launched a print campaign touting the region’s tranquility and nature-oriented activities such as hiking. That effort is running in National Geographic Traveler and other publications.

Heritage Valley, meanwhile, boasts a rustic setting, attractions such as the New England Air Museum in Windsor Locks, Conn., and the nearby Berkshire Mountains.

Mascola’s other travel-related accounts include Bradley International Airport in Hartford, Conn., and Okemo Mountain Resort in Ludlow, Vt.