R.I. Tourism Targets Nearby Markets

BOSTON Rhode Island next week will take to the TV airwaves for the first time in a dozen years to lure tourists with new ads in its “Unwind” campaign from Duffy & Shanley.

The effort will play off the fact that Americans enjoy road trips in an effort to convince consumers in nearby Northeastern locations to give the state a try. Ads target 35-54-year-olds and married couples. The effort runs through June.

The TV work will run in New York, New Jersey and Connecticut markets, mainly on cable networks such as A&E, Bravo, CNN and ESPN. A print component will run in Conde Nast Traveler, The New Yorker, Travel & Leisure and elsewhere. Interactive executions are set to appear on sites including Boston.com, NYTimes.com and Salon.com.

Duffy, an independent shop in Providence, R.I., has worked on tourism ads for the Rhode Island Economic Development Corp. for two decades.