Mississippi Yearning

“Welcome to the weekend” is the positioning the GodwinGroup has taken in its kick-off campaign for the Mississippi Development Authority’s tourism initiative.

Television ads break in Atlanta, Nashville, Tenn., and Baton Rouge, La., this week and will run through April. Print work will appear in Southern Living, Readers Digest, Travel and Holiday magazines, as well as selected newspapers within a500-mile radius.

Media spending for phase one of the campaign has been estimated at $600,000.

“In the past Mississippi has been perceived as hoop skirts, grits and riverboats,” said agency chief creative officer Todd Ballard.

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