Mintz & Hoke Unveils Mystic Travel Work

BOSTON Mintz & Hoke has unveiled its first effort for the Mystic Coast & Country Travel Industry Assocation, a marketing group that promotes eastern Connecticut and southern Rhode Island.

A series of tongue-in-cheek small-space ads target metro New York residents who enjoy traveling to nearby coaster areas but may not be aware of what the Mystic area has to offer. One execution takes on a competing tourist haven with the text, “Your kids have a better chance of getting into Harvard then a restaurant in The Hamptons.”

Ads are running in travel sections of regional publications and are designed to pique interest and drive traffic to the group’s Web site.

Avon, Conn.-based independent Mintz & Hoke picked up the six-figure assignment in February following a review that also included incumbent team M. Silver Associates in New York and North Castle Partners in Stamford, Conn., as well as Cronin & Co. in Glastonbury, Conn.