OHIO’S 2004 TRAVEL AND TOURISM CAMPAIGN UNVEILLED
DiscoverOhio.com New Location for Ohio Travel Needs

FOR IMMEDIATE RELEASE
May 6, 2004

Columbus, OH -- Governor Bob Taft, in conjunction with State Development Director Bruce Johnson and the Ohio Department of Development’s Division of Travel and Tourism, today announced a new marketing campaign to promote Ohio tourism.

“Ohio is a unique destination that offers many spectacular travel opportunities,” said Taft. “These new travel resources featuring the 'Ohio... So much to Discover' slogan will help give information to tourists from
Ohio and everywhere.”

The 2004 campaign is based on four pillars of focus as the foundation for its marketing efforts to create a vibrant look and feel that conveys the emotion and experience of traveling to and within Ohio. They include: Ohio outdoors, family travel, history/heritage and city/cultural/culinary – the urban experience. These pillars represent Ohio tourism attributes that are consistent with current travel trends, showcase Ohio’s product offerings and introduce some aspects of Ohio that may be unknown to the traveling public.

“Ohio’s travel promotional efforts aim to be clear for potential visitors and provide a customized marketing message,” Director Johnson said. “By demonstrating the many qualities the state has to offer, we are showing that an Ohio vacation is an experience, that will ultimately resonate with potential visitors.”

A new, interactive Web site has been added for 2004. DiscoverOhio.com offers improved search and information gathering functions, as well as a “live chat” link to a travel counselor, travel deals and downloadable coupons. Additionally, a cooperative Internet advertising opportunity will enable the Division to promote Ohio tourism to the more than 63 percent of U.S. leisure travelers who reported use of the Internet to plan some aspect of their travel during 2003.

The Division’s marketing efforts are research-based with consideration given to Ohio and U.S. travel patterns and preferences. The Ohio Division of Travel and Tourism exists to enhance the economic health of Ohio through marketing the state’s unique travel and tourism brand and quality of life attributes. During 2003, the Ohio travel industry generated more than $28 billion in direct visitor spending and employed in excess of 500,000 Ohioans.

For consumer travel information visit www.DiscoverOhio.com or call 1-800-BUCKEYE.