FOR IMMEDIATE RELEASE
June 9, 2008

Columbus, OH -- Lieutenant Governor Lee Fisher today premiered Ohio's new multicultural television spot featuring the music of Rock and Roll Hall of Fame inductees, the O'Jays, and their popular song, "Livin' for the Weekend." The premiere took place at the site of the commercial's opening scene - the House of Blues in Cleveland, Ohio.

"Our multicultural tourism marketing effort is extremely important in reaching out to some of the fastest-growing populations in Ohio and in the nation," said Fisher, who also serves as Director of the Ohio Department of Development. "Our campaign's use of the Canton, Ohio-born O'Jays and direct targeting of cable outlets, minority radio/print press, and music events and festivals with strong minority audiences are innovative tactics that will help us build a bridge to new audiences that may not be aware of all the exciting tourism opportunities available to them in Ohio."

The "Livin' for the Weekend" television spot was conceptualized by Cleveland-based Singleton & Partners, Ltd., developers of Ohio's multicultural tourism campaign, and produced in partnership with the Ohio Tourism Division's ad agency, Ron Foth Advertising based in Columbus. The television commercial will begin airing today on a number of cable outlets with strong minority viewership such as BET.

"Our multicultural television spot encourages minority travelers to overnight in Ohio similarly to our primary tourism campaign, which was launched in May, however, this spot and the entire multicultural campaign encourage minority travelers to consider Ohio for a three-day weekend," said Assistant State Tourism Director Alicia Reece. "Minority travelers are strongly motivated to travel for events, and Ohio has world-class multicultural events and festivals, so we have crafted our program to share our event opportunities then introduce all the additional travel opportunities that exist here in Ohio."

Ohio's new multicultural campaign, created by Singleton & Partners, targets two primary travel groups -- African-Americans and Hispanics -- in Ohio and surrounding states. In addition to the TV spots, campaign elements include advertising on minority radio stations, in minority print publications, on minority Internet sites, and through creation and distribution of a "Livin' for the Weekend" event guide insert. The event guide will be created through a partnership with Cleveland-based Great Lakes Publishing, the Tourism Division's contracted publisher for the Ohio Travel Planner and Ohio Calendar of Events.

Public relations efforts will include promotions at various events and festivals, and a newly retooled Web site will provide minority travelers an enhanced resource for locating Ohio tourism information at www.DiscoverOhio.com.

While the bulk of the multicultural campaign is targeted toward African-American travelers, print ads running in July and online ads will target Hispanic travelers with Ohio's tourism message.

"Ohio's new multicultural campaign will extend the message of our primary marketing efforts that Ohio is too much fun for just one day," said State Tourism Director Amir Eylon. "The minority travel market is a $90 billion industry according to the Travel Industry Association, so it is important for Ohio to start a dialogue with potential minority travelers."

About Singleton & Partners, Ltd. (www.singletonpartners.com)
Singleton & Partners is a full-service marketing firm committed to creating partnerships between mainstream America and its many diverse communities. With offices in Cleveland and Chicago, they help clients connect with women, African-Americans, Asian-Americans and Hispanics and other multicultural audiences. Their experienced professionals develop innovative marketing plans tailored to reach each unique audience. Singleton & Partners is certified as a Small Business Enterprise (SBE), Minority Business Enterprise (MBE) and Encouraging Diversity Growth & Equity (Edge) business.

About Ron Foth Advertising (www.ronfoth.com)
Ron Foth Advertising is a full-service communications firm headquartered in Columbus, Ohio. Founded in 1975, the agency has grown to provide a full range of services to businesses throughout the U.S. and beyond. In addition to the Ohio Tourism Division, clients include Wendy's International, Safelite AutoGlass, the Columbus Zoo and Aquarium and its new Zoombezi Bay water park, The Ohio State University and Nationwide.

About the Ohio Tourism Division (www.DiscoverOhio.com)
The Ohio Tourism Division is the premier source of information for travelers and media about Ohio's vibrant tourism experiences, attractions and economy. Division marketing programs contributed to an estimated $38 billion in sales in visitor spending in 2007. A part of the Ohio Department of Development, the Division's mission is to promote and celebrate Ohio's unique travel opportunities and market the State's outstanding quality of life.

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Media contacts: Tamara Brown at (614) 466-8591 or Joyce Brown at (216) 344-9966

Editor's Note: Interviews and broadcast/print quality creative available upon request.