Aug. 25, 2005
FOR IMMEDIATE RELEASE
CONTACT: Caryn Gresham
304-558-2288, ext. 347
cgresham@callwva.com

WV Tourism takes two national advertising awards

SOUTH CHARLESTON, W.Va. – The West Virginia Division of Tourism won two of 11 Mercury Awards at the tourism industry’s annual Educational Seminar for Tourism Organizations conference earlier this month.

The Division won the Special Promotion category for its Summer 2004 station domination advertising campaign in Washington D.C.’s Metro Station and shared the award for Best 2005 Print Visitors Guide with the New Hampshire Division of Travel and Tourism Development.

“We are especially proud of winning in these two categories,” said Betty Carver, commissioner of tourism. “Every state does a travel guide so we have a lot of competition when it comes to developing one that stands out from the rest.

“And the station domination campaign – reaching the fast-paced Washington D.C. market in one of the city’s busiest spots – was a great way to reach thousands of people in a nearby market and get them to think about West Virginia for getaways and recreation.”

The Tourism Industry Association of America, the organization that sponsors the annual educational seminar, created the Mercury Awards in 1985. The awards recognize state and territory tourism offices for excellent accomplishments in travel marketing and promotion. West Virginia has won nine Mercury Awards in the past six years.

In selecting West Virginia’s travel guide for a Mercury Award, the judges said: “A consistent creative approach throughout the visitor’s guide made this piece from cover to back. The layout made it easy to flip through the pages and get a visual understanding of section changes from region to region, making this piece very user friendly. Strong photography and activity sections deliver on this state’s appeal.”

Of the Special Promotion award, they said: “Every now and then a campaign comes along stemming from effort, opportunities, and optimism that merge into a union of great creative, great marketing, and great success. Case in point, ‘Station Domination.’ This campaign stood out not only in the Special Promotion category, but also among all the entries in each category. From the clever, politically charged headlines, to dominant marketing and great outdoor opportunities, West Virginia’s Station Domination clearly impacted tourism in the great state of West Virginia. Congratulations on a campaign, which yielded a great success, and stands out in a field of all other entries. Clever, simple direct. Good focus of message and media.”

The Division produces 400,000 travel guides each year and distributes the publication, at no cost, to potential visitors and travelers through its 1-800-CALL WVA phone line and Web site, www.callwva.com, and at Welcome Centers and visitor centers around the state. Published by Miles Media, the book is written by professional travel writers.
Charles Ryan Associates developed the creative for the station domination campaign. Following the success of last summer’s campaign, the state did another station domination campaign in the Washington Metro Station this summer.

The images of the station domination campaign and the travel guide can be downloaded from the West Virginia Division of Tourism Web site, www.callwvanews.com.

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