Vermont Tourism Hits Airwaves

Paul Kaza Associates breaks a TV campaign today for the Vermont Department of Tourism & Marketing designed to lure visitors to the Green Mountain State in the fall.

Using footage shot on location in Vermont during the peak of last year’s fall foliage season, a 30-second spot features mountain scenery and shots of families picking out pumpkins.

A voiceover begins, “Some seasonal reminders from your friends in Vermont. Not every blaze is cause for alarm. Cool weather has a way of sparking warm feelings. And there are places where time stands still, even when the kids don’t. The show is about to begin and you’re invited.”

The spots are themed, “Fall. It’s our season,” a line that has been used since 1998. That was the first year the client decided to do a TV campaign in the fall due to increased competition from neighboring states, including Maine, New York and some Midwestern states.

“We want to maintain our position in the market as the champions of the fall season—especially since our competitors are pushing [their own fall campaigns],” said Sally Cavanagh, Vermont’s commissioner of tourism and marketing.

“The allure of the leaves hasn’t been lost on our neighboring states,” said Paul Kaza, creative director and president of the South Burlington, Vt.-based agency. “Our visuals emphasize the brilliance of the red maples—they produce the most brilliant colors and [they are] somewhat unique to Vermont.”

The state is attempting to attract early season and mid-week visitors. About 13 million tourists visit Vermont each year; roughly 30 percent of those visitors come during the fall.

The effort will run for four weeks in Boston, Hartford, New Haven, Conn., and metropolitan New York.