CHARLESTON, W.Va. —West Virginia tourism industry projects totaling nearly $6.8 million have been approved by the West Virginia Tourism Commission to receive matching funds in the amount of $3.4 million through the Matching Advertising Partnership Program (MAPP). MAPP allows state tourism businesses to match their advertising dollars through partnerships with other tourism businesses and the state. Matches are based on the budgets of the applicants with their partners combined. The matching funds support efforts to promote West Virginia as a premier tourist destination.
Approved requests representing tourism projects from across the state include:
· ACE Adventure Resort – Applicant funding requirement: $254,885.00; state match: $254,885.00
ACE’s 2010 campaign will create millions of impressions by spreading its media buy over a variety of media channels from internet to direct mail to print advertising and travel shows in target areas, including Ohio, Washington, D.C., Virginia, Maryland, Pennsylvania, Delaware, Kentucky, Michigan and Indiana. For 2010, ACE is partnering with 19 West Virginia businesses, including attractions, lodging facilities and information centers, to encourage a broader West Virginia branding initiative, driving visiting guests far beyond the ACE resort.
· Canaan Valley Resort – Applicant funding requirement: $102,814.50; state match: $102,814.50
The “Discover the Highlands” project is a cooperative venture between Canaan Valley Resort and Conference Center and 15 regional partners. The partnership is designed to promote the area as a unified destination, allowing Canaan Valley to increase the amount of activities and lodging options that they offer to potential guests. The campaign includes print, broadcast, and internet media, as well as direct mail and travel shows, and will be targeted toward past and potential guests in Maryland, Virginia, Washington, D.C., West Virginia, Ohio and Pennsylvania.
· Charles Town Races & Slots – Applicant funding requirement: $354,250.87; state match: $354,250.87
Charles Town Races and Slots’ partnership is designed to generate growth through tourism while building business for the Eastern Panhandle as a visitor destination. The campaign consists of television, radio and print advertising primarily in the Washington, D.C., northern Virginia and Baltimore markets.
· Contemporary American Theater Festival – Applicant funding requirement: $23,980.00; state match: $23,980.00
The Contemporary American Theater Festival’s “20/20 Vision” campaign will celebrate the festival’s 20th anniversary season, while continuing to strive to further develop audiences throughout the Mid-Atlantic region including northern Virginia, Baltimore, Washington, D.C., and Pittsburgh, through print and broadcast media. Partnering with four area lodging facilities, the project seeks to further establish Shepherdstown as a vibrant and complete tourism destination.
· Country Road Cabins – Applicant funding requirement: $33,313.50; state match: 33,313.50
Country Road Cabin’s “West Virginia – Exceptional Adventure Vacations” campaign is a cooperative venture among seven businesses including, recreation, amenities and accommodations located in Fayette and Wyoming counties in southern West Virginia. The project is designed to attract outdoor travel enthusiasts from a 13-state marketing area, including Maryland, West Virginia, Pennsylvania, Ohio, Virginia, North Carolina, Kentucky, Indiana and South Carolina, utilizing print and Internet media as well as direct mail and trade shows.
· Greater Morgantown CVB – Applicant funding requirement: $196,989.50; state match: $196,989.50
The goal of the Greater Morgantown CVB’s project “The Scenic Mountain Home of WVU” is to increase overnight stays and the economic impact of tourism in the community. Advertising will target guests from the Mid-Atlantic region, including Washington, D.C., and Baltimore, as well as Pittsburgh, West Virginia and Ohio. Media includes print, broadcast, Internet and outdoor as well as trade shows designed to attract meeting planners and motor coach operators.
· The Greenbrier – Applicant funding requirement: $372,500.00; state match: $372,500.00
The Greenbrier’s campaign is designed to expand the positive national spotlight on the state during the PGA Tour event, The Greenbrier Classic. This national television marketing plan was designed to run in conjunction with the nationally televised tournament and optimize The Greenbrier’s exposure during the PGA Tour event in order to increase future room nights, communicate a new Greenbrier message and increase the economic impact of the event beyond the seven-day tournament window.
· Hatfield-McCoy Regional Recreation Authority – Applicant funding requirement: $216,955.00; state match: $216,955.00
The Hatfield-McCoy Trails 2010 Marketing Campaign partners with 34 area businesses to increase the number of travelers and the impact of tourism in the southern region of West Virginia. The project utilizes print, broadcast, Internet, outdoor advertising and trade shows to target visitors both nationally and internationally to enjoy this professionally designed trail system that provides a fun-filled recreational experience for all-terrain vehicles, off-highway motorcycles, mountain bikes, equestrians and hikers.
· Mountain Lakes Convention and Visitors Bureau – Applicant funding requirement: $57,239.75; state match: $57,239.75
The Mountain Lakes Convention and Visitors Bureau’s “Refreshing Perspectives” project includes print, broadcast and Internet media, as well as outdoor advertising and direct mail to target audiences in Washington, D.C., Virginia, Pennsylvania, Kentucky, Ohio, North Carolina and West Virginia. The campaign is designed to reach visitors seeking quality, affordable vacation experiences and will emphasize accommodations, abundant outdoor recreation, unique retail, historic sites and events.
· Mountaineer Casino Racetrack and Resort – Applicant funding requirement: $159,967.18; state match: $159,967.18
Mountaineer Casino Racetrack and Resort’s “Let Loose” campaign targets new and repeat visitors to the region through print and broadcast media, as well as direct mail and outdoor advertising. Markets include Pittsburgh, Pa., Cleveland and Youngstown, Ohio.
· National Radio Astronomy Observatory– Applicant funding requirement: $36,000.00; state match: $36,000.00
NARO’s “Big Bang Campaign” positions the science center and Pocahontas County as a budget friendly, family friendly attraction and destination. It targets travelers looking to get the most ‘bang’ for their buck as well as those more interested in getting a big bang out of their vacation experience. The project includes advertising targeted to reach visitors, group travel planners, motor coach operators and receptive operators throughout the Mid-Atlantic and South East United States.
· Oglebay Resort – Applicant funding requirement: $395,277.50; state match: $395,277.50
Oglebay Resort and Conference Center’s 2010-11 “Regional Advertising Campaign” will utilize a combination of broadcast, print, direct mail and trade shows to continue to attract out-of-state visitors to Oglebay and the Wheeling area from the Pittsburgh, Columbus and Cleveland markets. The top goals of the project include increasing overnight stays as well as increasing the number of meetings and conferences held at the resort.
· Randolph County Convention and Visitors Bureau – Applicant funding requirement: $12,451.05; state match: $12,451.05
The Randolph County Convention and Visitors Bureau marketing plan will utilize the attraction and activity resources of the entire region to attract travelers, to spend additional room nights in the county, attract out-of-state visitors and increase awareness of attractions. Advertising targets include hunters, fishermen, hikers and motorcyclists in the Washington, D.C., Delaware, Maryland, Pennsylvania, Virginia and North Carolina markets.
· River Expeditions – Applicant funding requirement: $216,069.00; state match: $216,069.00
River Expeditions primary goal for this project is to increase river user days, provide a positive financial return on the investment, and increase the frequency and duration of visits to River Expeditions and its 11 tourism partners by building customer retention and loyalty through quality offerings. Media selected for the project includes print, broadcast, and Internet as well as direct mail and consumer trade shows. Target markets consist of the Eastern U.S. and Mid-Atlantic states, including Washington, D.C., Maryland, Ohio, Virginia, North Carolina, Pennsylvania and Indiana.
· Snowshoe Mountain Resort – Applicant funding requirement: $150,000.00; state match: $150,000.00
The objective of Snowshoe Mountain’s Winter ‘09/’10 marketing campaign is to use targeted zip code analysis to determine which markets have the highest potential of skier/rider/vacationing families and match those regions to a radio media purchase within those markets. As part of the strategy, creative copy will drive the listeners to the Web site and 800 number. Broadcast media includes the markets of Washington, D.C., Raleigh/Durham, N.C.; Richmond, Va.; Pittsburgh, Pa.; Baltimore, Md.; Virginia Beach, Va.; and Charleston, W.Va.
· Songer Whitewater – Applicant funding requirement: $53,042.75; state match: $53,042.75
“Vacation in West Virginia” is the theme for Songer Whitewater’s 2010 advertising campaign. The media plan is geared to show the traveler the variety of activities that West Virginia offers, with the use of print, Internet, direct mail and travel shows. The focus will be to show the visitor how to plan multi-day stays with lodging, activities and touring. New this year is a major push to entice motorcycle travelers to West Virginia. Target markets include, Washington, D.C., Virginia, West Virginia, Maryland, North Carolina, South Carolina, Tennessee and Indiana.
· Southern West Virginia Convention and Visitors Bureau – Applicant funding requirement: $207,905.63; state match: $207,905.62
Southern West Virginia Convention and Visitors Bureau’s “Land of Adventure” campaign will feature the many facets of tourism adventure southern West Virginia has to offer visitors. The goals for 2010 are to strive for more ways to increase room nights for more than one day of stay. Print, broadcast and Internet will all be utilized in Ohio, Pennsylvania, West Virginia, Virginia, Florida, New York, Michigan, North Carolina, Maryland and Illinois.
· Stonewall Resort – Applicant funding requirement: $272,640.75; state match: $272,640.75
Stonewall Resort’s “Close to Nature, Far From Ordinary” project is designed increase occupancy rates and revenue through a mix of print, broadcast, and Internet media, as well as outdoor advertising, direct mail and trade shows. Advertising markets include West Virginia, Washington, D.C., Ohio, Pennsylvania, Maryland and Kentucky. Stonewall Resort plays an important role in the economy of Lewis County being a top employer of the county.
· Summersville CVB – Applicant funding requirement: $37,840.44; state match: $37,840.43
The Summersville CVB will continue to promote Summersville and Nicholas County West Virginia and the wide variety of outdoor recreation and other tourist attractions located therein. Media selected for the project includes print, Internet and outdoor advertising as well as trade show participation to attract faith-based conference planners to utilize their conference center and arena. Markets include Ohio, Washington, D.C., Maryland, Virginia, Kentucky, Pennsylvania, West Virginia and New York.
· Tucker County CVB – Applicant funding requirement: $70,836.73; state match: $70,836.72
Tucker County CVB’s project’s primary goal is to increase visitation to the Tucker County, Canaan Valley, Blackwater Falls area and supporting the overall economy of the county. The secondary goal is to increase overnight visitation to the county as well as promoting the extensive outdoor recreational opportunities that exist in Tucker County to target areas, including Ohio, Maryland, Pennsylvania, Kentucky, Tennessee, West Virginia, Virginia and North Carolina. Advertising components in the project consist of print and Internet media as well as direct mail.
· West Virginia Ski Areas Association – Applicant funding requirement: $18,775.00; state match: $18,775.00
The West Virginia Ski Areas Association represents seven ski areas, including alpine and cross country, located across the state of West Virginia. Their marketing campaign seeks to develop, maintain and increase top of mind awareness of West Virginia’s premier ski areas as first choice destinations for Southern and Mid-Atlantic skiers, snowboarders and tubers. Targeted advertising consists of broadcast and Internet media.
· Wheeling Island Hotel Casino Racetrack – Applicant funding requirement: $117,579.57; state match: $117,579.57
This campaign will promote Wheeling Island Hotel Casino Racetrack, the city of Wheeling and West Virginia throughout the tri-state region, with heavy concentration on the metro markets of Pittsburgh and Columbus. The program includes print, radio and direct mail promoting an amenity-packed destination for gaming, leisure, events, conferences and recreation.
· Wildwater Expeditions – Applicant funding requirement: $31,315.90; state match: $31,315.90
“The Tradition Continues” campaign is a joint marketing effort with Wildwater Expeditions and it seven partners. The goal of the project is to promote multi-day, multi-activity stays by offering a variety of recreational activities, as well as lodging and dining options, designed to increase the number of visitors to the area. Advertising includes print and Internet media targeted to the Washington, D.C., Virginia and West Virginia markets.