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FOR IMMEDIATE RELEASE

Ohio Tourism Public Relations Program Named Best in Nation
Ohio Tourism Division receives Mercury Award from U.S. Travel Association

COLUMBUS, Ohio (Aug. 18, 2010) – The Ohio Tourism Division last week received its first-ever Mercury Award, which recognized the Division’s public relations program as the best in the country. Created by the U.S. Travel Association’s National Council of State Tourism Directors, Mercury Awards recognize excellence and creative accomplishments in state/territory tourism marketing and promotion. The annual awards ceremony was held during the Educational Seminar for Tourism Organizations (ESTO) last week in Savannah, Ga.

“We are absolutely thrilled with the performance of our public relations efforts last year, and to receive a Mercury Award from our tourism colleagues is an incredible honor,” said State Tourism Director Amir Eylon.

The Mercury Awards are presented in 11 categories with one winner named in each area. There is only one category honoring the best in public relations each year.

Ohio Tourism’s public relations program was executed in partnership with the Tourism Division’s agency of record, Fahlgren Mortine. The public and media relations program took advantage of a number of unique market conditions in 2009. These included economic realities and the consumer’s quest for affordability/value; increased focus on drive-market/closer-to-home travel; and increasing use of social media/technology in travel planning. In light of the challenges, the public relations program was developed around a “Discover Ohio Deals” theme and integrated with the “Too Much Fun for Just One Day” campaign featuring specific deals, travel packages and affordable destinations.

As a result, Ohio Tourism Division marketing programs contributed to an estimated $36 billion in total sales in 2009, and Ohio experienced a 6 percent increase in overnight leisure trips over 2008. In addition, the 2009 media relations program significantly outpaced program results from the prior year.

“Our public relations program successfully took advantage of Ohio’s tourism strengths including value of our experiences, affordable prices, and our proximity as a drive destination that is close to home – within about 500 miles – of roughly 50 percent of the U.S. population,” Eylon said.

About the Ohio Tourism Division
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 $36 billion in total sales in 2009 and 437,000 jobs sustained by visitors to the state. 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.

About Fahlgren Mortine
Fahlgren Mortine, Columbus, Ohio, is a wholly owned business unit of Fahlgren, Inc. The firm, which O'Dwyer's ranks #22 nationally, offers the full range of corporate and marketing public relations services to clients looking to build brands, influence public opinion and enhance reputation. Work is local, regional and national in scope and includes consumer, business-to-business, health care and information technology sectors. Fahlgren Mortine, a member of the IPREX worldwide network, had $9 million in revenue for 2009 and employs 56 professionals. For more information, visit www.fahlgrenmortine.com

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Tamara Brown, 614-466-8591 Leslie Holbrook, 614-383-1635