June 6, 2006
FOR IMMEDIATE RELEASE
CONTACT: Caryn Gresham
304-558-2288, ext. 347
cgresham@wvtourism.com

West Virginia tourism office targeting Washington commuters
Gas card giveaway, Metro station ad blast part of ‘domination’ campaign

Download images of the Metro station signs and gas pump toppers

State tourism officials hope Washington commuters will get a taste of West Virginia’s vacation diversity in June through an advertising campaign that engulfs a subway station, local print and radio media and even gas pumps with “one tank away” trip ideas and giveaways of gas cards worth $100 and $500.

The “domination” campaign is designed to remind urban residents with an overwhelming advertising presence that nearby West Virginia offers plenty of fun on one tank of gas, said Tourism Commissioner Betty Carver.

“Metropolitan Washington is an important and growing market for tourism businesses in the Mountain State,” she said. “We want to stand out in front as they commute to work with a message that tells them they can get away from the city rat race quickly and easily by coming to West Virginia.”

This is the third year West Virginia has promoted summer travel with a marketing campaign that dominates a Metro station. This year, the campaign goes further by reaching commuters in their cars, homes and at gas stations, as well, said State Travel Director Liz Chewning.

“We know the rising cost of gasoline is on everyone’s mind,” Chewning said. “We recognize the budget challenges travelers face and we’re hoping to ease the strain and encourage them to come here by giving away gas cards. We want to get you to West Virginia to recharge and relax.”

Chewning said the campaign is edgy, offering counterpoints to big city traffic and congestion. One ad shows West Virginia’s “mixing bowl” as whitewater rafters plunging down a river rapid. Another references a counterpoint to a high-occupancy vehicle as a low-occupancy bicycle.

West Virginia Division of Tourism display ads will dominate the Metro station during June with nearly 70 signs, including 36 backlit signs, 33 wall signs and banners alongside escalators.

Top news, weather and traffic radio stations in Washington will run live promotions during morning and evening drive times that invite callers to phone in and win $100 gas cards. DJs will talk about West Virginia’s proximity to Washington and the variety of activities in the state. Print advertising will appear in the Washington Post, Express, Washington Times and Recreation News.

Hundreds of gas pumps at 84 gas stations throughout Washington, northern Virginia and metropolitan Maryland will carry West Virginia promotions and highlight the gas card contest. Gas pump toppers will encourage motorists to visit www.escape2wv.com to register to win a $500 gas card, Chewning said.

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Editor’s Note: Images of the Metro station signs and gas pump toppers may be downloaded from the news releases section at www.callwvanews.com.