- The Washington Times - Monday, April 1, 2002

Maryland kicked off a new television ad last week in an effort to attract more visitors in the spring and summer.
The 60-second spot, created by Baltimore-based Trahan, Burden & Charles, is running nationally on nearly a dozen cable networks like A&E;, ESPN, the History Channel, the Travel Channel, CNBC and MSNBC throughout the spring.
The Maryland tourism office is targeting mainly travelers within a 400-mile radius.
"We want [travelers] to begin thinking about coming to Maryland in the springtime but also make their summer plans," says Hannah Byron, director of Maryland's tourism office.
The new spot, which follows a family visiting Maryland as they travel along waterways in a minivan, is the follow-up to a spot that ran last year that featured a re-enactment of the Battle of Antietam. That ad will still run periodically throughout the spring season.
The state is spending $1.4 million on the campaign this spring compared to $900,000 spent in spring 2001.
In additon to the new television ad, five magazine and newspaper ads, which look like a scrapbook of travel throughout the state, will continue to run in publications like Better Homes & Gardens, Martha Stewart Living and Smithsonian. The campaign also features an online advertising component.

Plugging the club
Taco Bell is looking for people to plug their newest product and is willing to dish out $500 to the participants.
The Mexican fast-food chain is offering a new product called the club chalupa, which consists of bacon and chicken in a chalupa shell with a creamy sauce, lettuce, three cheeses and tomatoes. The company's new marketing effort is attempting to get Americans to promote the new product by offering them cold hard cash through April 15.
If fans get themselves on television or in a newspaper promoting the new club chalupa like painting a club chalupa on their chest during the NCAA National Championship basketball game tonight then Taco Bell will give them $500. The club chalupa media stars will need to send a VHS tape or the newspaper clipping to verify their effort.
"Taco Bell is living our new brand strategy 'think outside the bun' in everything we do, including our product marketing," says Greg Creed, Taco Bell chief marketing officer.

New wins
Azzam Jordan Inc., a Towson, Md.-based agency, has added $4 million in billings with two new clients, Beazer Homes of Atlanta and TK Constructors in Muncie, Ind.
The Borenstein Group, an ad agency in Fairfax, has been named agency of record for Dominion Telecom, a Richmond-based provider of broadband solutions to wholesale customers throughout the East Coast.
MGH, based in Owings Mills, Md., has added five new clients to the agency's roster. The new clients include: Baltimore's Susquehanna Bank, the Bert M. Glaser National Retina Institute, sports-talk radio station WNST-AM 1570 and two additional Papa John markets in Maine and Lafayette, La.
Ogilvy Public Relations has been retained by five new clients. The Washington agency will work with the Soap and Detergent Association, the American Society of Interior Designers, the National Center for Education Statistics and Kumon North America, a provider of after-school supplemental education programs. Ogilvy has also been hired by the United Way to promote 211, an abbreviated phone dialing shortcut designed to link Americans seeking information about and referrels to basic health and human services.
Slay Public Relations, based in Richmond, will provide public relations and strategic media relations for four new clients: Capital One, based in Falls Church, Richmond-based Hamilton Beach, Net 30, a personal bill bookkeeping service in Richmond and the Switch, a new carbonated fruit juice.

Donna De Marco can be reached at 202/636-4884 or by e-mail at [email protected]



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