Michigan State University Extension
Tourism Educational Materials - 33710087
06/06/02
Tourism Advertising: Some Basics
Archived Document: This Extension bulletin is no longer
available from the publishing State and may contain
outdated information.
Source: Minnesota
Authors: Koth, Barbara
ID: CD-FO-3311
Year: 1987
Funding for development of this publication was provided by
the Minnesota Office of Tourism.
Every person is bombarded with hundreds of advertising
messages every day. These range from television commercials
billboards to logos on coffee cups. Consumer studies show
this adds up to an average of more than 500 messages daily.
Most of these messages are ignored. Only a few motivate a
response, whether positive or negative; only a fraction
result in actual purchase. This sheer message overload
makes it essential for the small business owner and the
Chamber of Commerce executive to be skilled in using
marketing tools to increase chances of success in the
travel marketplace. Members of local tourism promotion
groups need an awareness of advertising options as well.
Marketing attempts to match the product with consumer
preferences. A mix of messages and format are used to
market your product or service: advertising is just one
aspect. Advertising - along with publicity, personal
selling, and incentives - is one of the major tools used to
persuade the target market to buy. Advertising is defined
as all nonpersonal forms of communication where paid media
is used and the formal sponsor is identified. It includes
many medium: newspapers, magazines, brochures, direct mail,
displays, television, radio, and novelty items.
Four types of advertising-brand, information, image and
reminder-begin to suggest the many purposes advertising can
Brand advertising, the most common, tries to stimulate
sales by building product loyalty. Brand advertising is
competitive: advertisers often hype their product's
advantages over their competitor's.
Information advertising highlights facts and can introduce
a new product to the consumer. A new tourist destination
may convey information to create awareness as much as a
competitive message ("we offer a better travel experience")
first entering the marketplace. Information advertising is
often used where demand does not presently exist.
Advertising can enhance an organization's image in the long
can also remind consumers to keep buying on a regular
basis. Coca-Cola is an example of a product at this mature
stage.
Five decisions must be made in selecting an advertising
strategy:
- Set advertising objectives.
- Determine the advertising budget.
- Create the advertising message.
- Select the advertising media.
- Evaluate the advertising results.
This publication introduces advertising strategies that not
option for your business or community. Cost is likely to be
most serious constraint. However, it is important to
understand the range of approaches that exist. This is
particularly true given the pressures to move beyond
standard forms of advertising in order to gain attention in
crowded marketplace. Understanding options available to
the competition can also enhance your own campaign.
Set Advertising Objectives
Advertising objectives flow from previous marketing
decisions about your product, target market, image, and
knowledge of the competition. Decide whether the message is
persuasive, informational, image building, or a reminder.
Outline exactly what you want the advertising program to
accomplish. Mention a specific target market and a time
frame to achieve it. The new owner of a gift shop may
objective to "bring in 300 new customers from the nearby
resorts within two months to introduce them new retail
offerings." A rural community might target Fargo-Moorhead
residents with the objective of increasing attendance at a
September harvesting festival.
Determine the Advertising Budget
Options for determining an advertising budget fall into
four basic categories: investment, affordable, competitive,
percent of sales. The best (and least used) way to set
an advertising budget is to view advertising dollars as an
investment. Advertising must increase profit margins to
more than offset advertising expenditures. Costs must be
tied to results to avoid draining profits and reserves. Set
objectives, then define the tasks required to accomplish
this goal, and determine the cost of performing those
tasks.
The universal advice in all business sectors is to consider
advertising as a necessary expenditure, like interest
payments and utilities, to assure the health of the
business. It is not a luxury to be cut first when revenues
decline.
What you would like to invest and what you can afford
rarely match. A budget based on "what I can afford" is
certainly a critical question for most in the tourism
sector. However, using funds "leftover" after paying other
bills makes for a very unstable and uncertain operating
environment. Long-range planning is difficult. A low
priority on advertising also ignores the effect of
marketing on sales volume. The compromise is to work
through a budget analysis by another method, and then to
adjust advertising objectives if costs exceed available
funds.
Private firms and communities differ so widely that it
quickly becomes meaningless to compare advertising budgets.
Comparison is defensive rather than aggressive.
Percent of sales is often touted as a simple way to
calculate advertising budgets. A fixed dollar amount is set
annually based on previous sales, and then allocated to
individual advertising components; for example, newspaper
ads and brochures. However, there are no hard and fast
rules for selecting a percentage, and this strategy ignores
unexpected opportunities that could arise such as a late
snowfall or a "hot" trend. Instead money is distributed on
the basis of availability. A serious drawback of the
percentage method is if revenues fall, you will spend
less at a time when you need to devote more resources to
advertising.
Investigate other resources to supplement available funds.
The Minnesota Office of Tourism administers a joint venture
marketing program. Advertising campaigns may be eligible
for matching funds allocated on a competitive basis to any
local, regional, or statewide nonprofit tourism
organization formed to promote tourism. You might also be
able to work out trade arrangements with the media where
you exchange advertising time or space for the travel
services you offer.
Create the Advertising Message
Marketing a service, like travel opportunities, is very
different from selling a tangible product like a car. One
fundamental difference is that tourism depends largely on
the personalities of the people who deliver the travel
experience - the people who meet and greet guests. It can
not be controlled the way circumstances surrounding the
purchase of weekly grocery items can be controlled. There
are also different rewards for the consumer. Usually people
vacation experiences because of emotional rewards rather
than purely rational reasons. An advertising message from a
creative endeavor that tries to reach a customer whose
travel expectations may be complex. Travel's personal
nature and emotional appeal shape the advertising message.
It is important to make key points prominent in your
advertising message. Many things could be said about any
product, and probably an unlimited variety for travel
destinations. No ad should attempt to say it all: say a few
well. To set your business or community apart, there might
be times when it is appropriate to concentrate on only one
feature. Talk to your guests, to the experts, and even to
competitors to determine what is distinctive about your
operations or offerings.
Ogilvy and Mother, a top advertising firm with many travel
accounts, heads its list of suggestions on creating the
advertising message with similar advice:
* Spotlight unique differences you offer.
* Facts are better than generalities. "As low as $399" is
better than saying "reasonably priced."
* Don't shy away from ads with lots of text if what you
have to say is important in selling your product. Image
advertising is an exception to this.
* Alleviate anxiety about going to a new place. In
Minnesota, travelers may be lukewarm about going to a new
destination, or to the North Woods where lodging and eating
are unknown.
* Use research to test daring new ideas, and don't be
afraid to try. Don't follow and mimic: create and lead.
* Stress quality, quality, quality in ad appearance and
content.
* Bargains are still irresistible.
* If there's news -"the first," "the only"- treat it as
news and feature it prominently in the ad. The Minnesota
Explorer newspaper of the Minnesota Office of Tourism uses
this strategy.
* Use coupons as more than just clip- outs in one corner of
the ad. Make the coupon the focus of your ad, or write more
information on the coupon. Often, the coupon is the only
thing that gets read. (Don't forget to code coupons by
address for evaluation.)
* Photographs gain a lot of attention and should be
captioned (from Reilly 1980).
Advertisements are evaluated with the AIDA principle
attention, interest, desire, and action. First be sure that
potential guests look at an ad, and then that they are
interested enough to read on. A good ad will create a
desire or need for the product and motivate action.
Select the Advertising Media
Media selection means finding the most cost-effective way
to deliver the message to the desired audience. Reach,
frequency, and impact are key concepts in selecting the
combination of media used. each is the number of people
exposed to your message. Frequency is the number of times
they are exposed to the message. Impact is the quality of
the exposure in terms of consumer response.
Remember that advertising deals with cumulative effects.
Visitor response usually comes from a variety of media used
long time span. A wide variety of options exist for
timing your media campaign. You can send out your
advertising message continuously, in concentrated small
"bursts," or at regular intervals. Remember that vacation
decisions are usually made well in advance of actual
travel. Coupled with media production schedules set well in
advance, a very long planning horizon becomes necessary for
media buys.
Know your target audience's media habits. Consider the type
message you want to convey. For example, an upcoming
special event needs the immediacy of television and radio
coverage. Yet, a detailed tour package is best presented in
written format.
Advertising costs are a major consideration. Cost per
thousand (CPM) is a useful concept in judging alternative
media strategies. Cost per thousand is defined as the cost
to deliver one full page black and white ad to 1 ,000
households. It is computed as:
Cost of one page x 1 ,000 = CPM
Circulation
Although primarily used to compare magazine rates, it can
be applied to television and radio if you change the
formula slightly:
Advantages, Disadvantages, and Unique Features of
Advertising Methods
Advantages Disadvantages Unique Feature
Newspaper
Broad reach Nonselective, difficult Broad reach;
to reach target market nonselective
Permanence of printed
word market
Flexible, can change Consumers don't read all of paper,
with short notice short attention span
Can place ads by topic
(e. 9. travel section) Frequency and color are expensive
Use eyecatching
graphics No reader involvement
Can use coupons to
track response
Easy to purchase
Magazines
Specialized Requires major budget to Broad reach;
audience be consistent selective
Broad coverage Color costs more
Regional editions Long lead time
contain advertising
at a fraction of
national rates
Long lifespan, several readers
Visual impact
Direct Mail
Personalized Worthless if list is not Selective;
approach to carefully selected measurable
audience of good Cost per unit can be high
prospects
Selective List maintenance costs are high
Often costs less Frequency is expensive
per lead
Rapid feedback Some recipients throw away without
Can save if reading
interested
Outdoor Advertising
Low,low CPM Difficult to measure Low CPM;
audience response good at
building
awareness
High exposure Difficult to attract
attention because of
Geographically competition (driving, other signs)
selective
Can reach customer Limited message
near point of
purchase
(depends on Large investment to cover entire
business) market area
Audience may resent intrusion on
landscape
Television
Ability to present High production costs for Only
product in smaller budget advertisers
multisensory
dramatic, forceful way mass media
audience Expensive to buy time
Viewer spends Cost prohibits frequency
long time with medium
Color and motion easy Wasted circulation that comes with
Wide geographic large audience
coverage Viewers do not pay full attention
Long preparation time
Good time slots may be hard to buy
Radio
Frequency of message Often fails to get listeners Low
at low cost full attention cost; emotional
involvement Selected Aud
(background music)
Emotional power of Temporary message for listener
voice, music and/or Need for brevity and repetition
imagination Audience fragmented because of
Quick and easy to get many stations
on air, short lead Difficult to measure response
if reserved in advance
Specialty Advertising
Increase name May not notice sponsor Repeated
recognition exposure
Reminder for present No mention of quality of service
customers Distribution to those who have no
Goodwill intention to purchase
Cost of (30 second) advertisement x 1,000 = CPM
Audience
Cost per thousand provide a guideline. All things being
equal, lower CPM is usually better, but quality of the
media, audience type, and attention span must also be
weighed.
Newspapers
Newspapers contain both classified and display advertising.
Classifieds charge by the inch, word, or line. Most of the
tourism industry finds display ads, billed on the basis of
the column inch, more effective. A column inch spans a
single column about 2 inches wide and 1 inch deep.
Advertisers can buy any portion of a page measured in
column inches. Typically you can specify where you would
like the ad to appear (travel, entertainment, sports), but
particular ad positions are not guaranteed.
Circulation largely determines price. There are usually
discounts for frequent advertisers. Newspapers will often
provide preliminary consultation on putting together an ad
campaign at no additional cost. Extra charges may be
assessed for color and any staff help provided on artwork,
layout, and type setting.
Many Chambers of Commerce encourage local tourism
businesses to advertise cooperatively under a banner
headline naming the community to gain more visibility for
one destination. The Star Tribune: Newspaper of the Twin
Cities runs an Explore Minnesota banner each Sunday in the
travel section. Some Chamber executives suggest placing an
occasionally in the local area to increase community
support and visibility for tourism.
Magazines
Magazine advertising is a lot like newspaper advertising -
flat, one-time rates - with several exceptions. Magazines
sell a portion of the page, in full, half, quarter, 1/8,
etc. increments. So there are limits on how you use space.
Additional charges for preferred positions include the back
center spread, inside covers, and those ads placed near
popular writers' columns. Normally ads to the magazine are
camera-ready, meaning everything is in place to print.
Publisher's statements contain information on circulation,
renewal rates, and geographic breakdown of their
subscribers. When you consider circulation figures, the
primary cost factor, be sure to get a breakdown on paid
versus nonpaid circulation. A large percentage of
complimentary subscriptions limit your ability to make
generalizations about the target audience.
The rise in special interest magazines featuring certain
recreation activities and hobbies (such as Canoe),
geographic regions (Midwest Living), and lifestyles (Modern
Maturity for retired persons) have made it easier to reach
distinct market segments. Also consider magazines for the
travel trade such as motorcoach tour operators, travel
agents, and meeting/convention planners.
Brochures
The Minnesota Extension Service publication, "Tourism
Brochures to Boost Business" discusses brochure development
use of brochures in marketing.
Direct Mail
Direct mail, as the name implies, is a package of
advertising materials mailed to selected target market
members. Total costs are based on production, list
preparation, and mailing activities. Direct mail can appear
expensive at first glance, but when you consider the locate
one interested customer, it can be a cost-effective
strategy.
There are print expenses in preparing the information to be
which could include letters, brochures, catalogs,
postcards, price lists, or coupons. Consider working with
a local business, utility company, college, etc., to
include paycheck or bill "stuffers" that highlight tourist
opportunities.
A mailing list can be purchased: an industry average cost
is from $40 to $70 for 1,000 names. It is impossible to
overemphasize the importance of the quality of the list you
The best list often is previous customers' names obtained
from receipts or registers. The informal 20-80 rule in
marketing states that 20 percent of your customers are apt
to generate 80 percent of your business. They have
introduced to the services you provide and can be the most
likely prospects. The also can generate good word-of-mouth
advertising. If you mail to the travel trade, keep in mind
the volume of mail that travel agents and tour operators
receive.
Bulk mail costs less than first class postage, but consider
many people throw away bulk mail without opening it. The
quality of your package can offset this tendency. Try
unusual tactics to set your material apart. For example a
gift; shop featuring Third Wold handicrafts mailed a letter
overseas using colorful stamps of the country to reach
previous customers. Include costs for return mail if
provide a way for the customer to respond. There is a major
time commitment in the mailing itself. Mailing houses will
sort, label, stuff, and tie direct mail packages for a fee.
Resorters have been using this idea for years - Christmas
letters that remind past guests of great times or to book
soon for the upcoming season. The idea is increasing in
popularity and has year-round applicability. The community
Askov had greater attendance at a local Danish celebration
after sending a direct mail piece to members of the
Danish-American Society. Lansboro sent out a glossy
detailing Christmas activities in town to former guest at
lodging establishments. The Winona Chamber of Commerce has
mailed a brochure on birdwatching in the region to members
of the Audubon Society in the Upper Midwest.
Outdoor Advertising
Billboards are the most common form of outdoor advertising,
and can be very effective is used properly. Think of the
impact of the Arizona billboards that go up along the
freeway near downtown Minneapolis in winter. Conversely,
a Minnesota lake scene in downtown Phoenix in August could
have a similar effect. Keep the message simple. Billboard
strategy is based on size, traffic volume, and type (for
example, illuminated). Most companies that lease
advertising prefer at least a two month contract
commitment.
Outdoor advertising is usually designed to create
awareness. Impulse buying is not common for travel
decisions so opportunities to change a traveler's plans are
great - with the exception of businesses geared to the
travel transit - motels, attractions, gift chops, etc.
Instead, your advertising should place the option of a
future visit in the mind of the consumer. One campground on
Highway 169 North, a major thoroughfare, proclaims "You'd
be Here Now if You Had Chosen Us." Similarly, the
Minnesota Zoo billboard campaign targets drivers who
regularly use Interstate 494 and Highways 7 and 12. Another
option to complement media advertising is transit
advertising on buses (both inside and outside) and taxis.
Television
Advertising in prime time evening hours in 15-, 30-, 60-
and even 90-second slots is most expensive in television.
Match your target market with the characteristics of the
people who watch the show. You can scatter television
"buys" (purchase of time" across the entire time schedule,
or concentrate on specific segments. Some experts advise
buying television in weekly increments, contracting for so
many spots of specific lengths in specific programs. Be
sure to add on production costs. In major metropolitan
areas, advertising agencies often handle television
accounts. In smaller markets, you may be able to negotiate
directly with the station.
Television is a difficult medium for many tourism industry
businesses and destinations with a limited advertising
budget. Your ads will be competing for attention with ads
that cost hundreds of thousands of dollars to produce, and
the quality differences will be noticeable. Your product
must also have widespread appeal to be the most effective
use of advertising dollars. Think of the flashy summertime
commercials several state tourism offices and the Canadian
Tourism Board have used on Minnesota stations. Canada has
even developed different formats for different markets that
the nightlife in the cities or the cultural heritage.
Over 350 cable systems in Minnesota offer more advertising
choices. Once cable has been awarded to an area,
alternatives include private-for-profit or dedicated
channels. You can insert advertising to be seen only by
local subscribers on major nationwide channels (for
example, ESPN). The recently created Travel Channel offers
opportunity to target advertising to an audience
inclined to travel. Half of Travel Channel programing is
produced in-house, like Arthur Frommer's "Almanac of
Travel". The other 50 percent of the air time is allocated
of travel packages to viewers and home shopping segments.
Again, it is possible to buy local advertising inserts.
Contact your local cable manager for more information.
Dedicated channels include community-access channels run by
organizations such as cities or school districts.
These are generally nonprofit entities, so use would be
limited to Chambers of Commerce and noncommercial groups.
For example, develop a program on local visitor
opportunities to be viewed by hotel guests. You would pay
for production costs, but not air time. Some community
access channels use a tickertape format to announce
upcoming.
Radio
Radio stations sell time in 10-, 30-, and 60-second blocks.
time on AM stations is during the rush hour traffic
to and from work, and mornings. On FM stations, evenings
and weekend time slots are most valuable. There are
surcharges for placement within special shows such as the
morning news, weather or business reports.
Radio is a radically different format from print or
television, so seek assistance in developing a script that
is written for the ear. Ads voiced by well-known
personalities can give radio more of a personal touch.
Radio stations have generally been more receptive to
tradeouts than other media. This means the station trades
air advertising time for a product it receives from you,
and often used as a listener prize in radio promotions.
For example, a ski resort might trade lift tickets in
exchange for its radio spots or a community could offer
vacation packages.
Attention-getting radio spots can serve diverse purposes.
The Lutsen-Tofte area used a three-prong approach, with
radio complementing out-of-state print and billboard
advertising. Battle Lake designed a last-minute radio
blitz to increase attendance at an art festival from local
resort guests and residents.
Specialty Advertising
Speciality advertising is used to keep present customers
rather than to attract new ones. Gifts with the business
or community name, logo, or slogan serve to increase
goodwill and remind customers to purchase soon. Calendars,
stickers (Yes Virginia, There is a Sleepy Eye, Minnesota),
T-shirts, matchbooks, coffee cups, and posters are in this
category. The Explore Minnesota sure packets and soap
maintain public awareness of Minnesota as a travel
destination.
Miscellaneous Advertising
Consider placing a listing, or ad in the Yellow Pages.
Travelers often make accommodation choices from a local
phone book. Phone directories for large metropolitan areas
are also an option for major lodging facilities and
attractions; match your market profile.
Mini-attractions such as golf courses and community events
can use posters as a way to get information out to visitors
they stop or stay - gas stations, resorts, grocery
stores, etc.
Some General Media Strategies
Know your target market well. When you approach the media,
an audience profile. For example, National Geographic
Traveler publishes a subscriber study outlining income,
occupation, age, martial status, education, and residence.
Spend your media dollars in a format that most closely
matches the market segment you want to reach.
Salespeople for the media also have rate cards with basic
costs for print and media prices. Resource books like
Standard Rate and Data Service (SRDA) also carry this
information, but are not likely to be as current. These
books are available in public and business libraries.
Quantity purchases of time or line space save money. One
way to cut costs is run of station (ROS) arrangement. The
broadcast company places your ad in the time slots
available; you monitor the actual placement. A reputable
company will give you a mix of good, high visibility slots
and weaker positions. Costs are lower because you loose
control over the actual ad placement.
Other Advertising Outlets
Two common outlets where a variety of advertising methods
are used are trade shows and travel information centers.
Trade shows are actually a form of personal selling where
you meet with potential customers, but advertising material
supports the face-to-face activities. Likewise, travel
information centers rely both on one-on-one contact and
"take along" advertising pieces.
Trade shows are special interest meetings where the general
(sports shows) or travel industry representatives
convene (American Bus Association for example) to gather
information about travel destinations and businesses. In
evaluating this advertising option, include exhibit fees,
travel, and per diem expenses, as well as literature costs
as direct expenditures. The challenge is to select display
literature and giveaway materials to be cost-effective.
One way to control costs might be to hand out request cards
returned by mail in order to receive expensive promotional
pieces.
Public travel information centers display community and
regional tourism brochures. Check with their staff about
the type of inquiries they receive before sending large
quantities. At the local level, many visitor centers will
also display materials for private businesses that are
members of an association. Long-range plans for some
centers include use of video technology.
There are also private firms that contract to do private
advertising displays at travel information centers, rest
stops and airports. Arrangements include backlit panels,
unmanned kiosks, and phone boards with toll-free phones.
Community cooperative ads are also available to smaller
towns. Private sector businesses advertise on one panel,
with a "free space" for a nonprofit community attraction.
Contact account representatives with these companies for
further information.
Evaluate the Advertising Results
Advertisements can be evaluated in terms of communication
effects as well as sales impacts. In the travel industry,
it is common for destinations to do image adverting simply
to gain awareness. Evaluation of image advertising involves
series of tests before and after viewing an ad to learn
how well potential customers recognize and recall the
message.
Sales effect is measured by tracking inquires, booking and
spending from coded advertisements. The Minnesota Extension
publication, "Cost Comparison Methods to Evaluate
Your Tourism Advertising Campaign" outlines methods to
figure the return on your investment. Don't guess; spend
your advertising dollars where your research shows they
have an impact.
In planning an overall marketing campaign, advertising
usually gets most of the attention. Advertising is a very
public, very persuasive tool when used on a repeat basis.
But advertising is also an impersonal one-way form of
communication. Advertising should be integrated with other
marketing methods - publicity, personal selling, and
incentives - to get the message across.
Checklist
To work through an update of your advertising plan, use the
following checklist to summarize each step. Your overall
marketing plan - situation analysis, product
identification, target market selection, objectives -
provides a framework for these decisions.
1. Have I set objectives for my advertising campaign?
* target market(s)?
* time frame?
* number of bookings, inquires, etc.?
* type of advertising (brand, image, information,
reminder)?
2. What is my overall advertising budget?
3. What do I want to say in the advertising?
* image?
* main point(s)?
* slogan?
4. Does the ad message follow AIDA principles
(attract, interest, desire, action)?
5. For each of the advertising components used, what
is the reach, frequency, impact, and cost?
* newspapers * magazines
* brochures * direct mail
* outdoor advertising
* television, including cable channels
* radio
* speciality advertising
6. What is my strategy for travel information centers
and trade shows?
7. How does the mix of advertising selected work
together?
8. Is there a new advertising method I want to try?
(How will I evaluate effectiveness?)
9. Have I worked with each medium for quantity
discounts or trades?
10. Are any outside funding sources available?
11. Is an evaluation system in place to track resuls
from each component?
Resources
Travel and Tourism Marketing Techniques, 1980. Robert T.
Reilly. Wheaton, IL; Meston House, 200 pp. Although
written specifically for travel agencies, this book
provides overview of the media selection process.
Foodservice/Hospitality Advertising and Promotion. 1982.
Leon Gottlieb. Indianapolis, IN: Bobbs-Merrill
Educational Publishing. 363 pp.
-Marketing planning for restaurants and hotels.
Advertising and Sales Promotion: Cost-Effective Techniques
for Your Small Business. 1983. William H. Brannen.
Englewood Cliffs, NJ: Prentice-Hall 247 pp.
-General easy-to-read marketing text for small business.
"Advertising Small Business." 1982. Small Business
Reporter. San Francisco: Bank of American. 20 pp. Out-of-
print.
-Overview of advertising process with details on selecting
advertising media. Copies available for $2.50 from Small
Business Development Center, Minnesota Extension Service,
248 Classroom Office Building, St. Paul, MN 55108, 612/625-
3157. The corresponding pamphlet, "Marketing a Small
Business," is available by sending a $5 check or money
order to Bank of American, Dept. 3120, P.O. Box 37000, San
Francisco, CA 94137, 415/622-2491.
The Small Business Administration publishes Business
Development Pamphlets in a Marketing Series:
MA 4.015 Advertising Guidelines for Small Retail Firms
MA 4.018 Plan Your Advertising Budget
MA 4.019 Learning About Your Market
-These pamphlets can be purchased for 50 cents each from
U.S. Small Business Administration, P.O. Box 30, Denver, CO
80201-0030.
Minnesota Office of Tourism, 250 Skyway Level, 375 Jackson
Street, St. Paul, MN 55101, 1-800/652-9747, 612/296-5029.
-Contact for information on joint venture marketing
program, purchase of mail lists and inclusion in travel
industry directories (bed and breakfasts, campgrounds,
hotels, motels, resorts, restaurants).
Tourism Center, Minnesota Extension Service, University of
Minnesota, 240 Coffey Hall, 1420 Eckles Avenue, St. Paul,
MN 55108
-Offers educational programs and materials for the visitor
industry on small business management and community tourism
development. Contact your local county extension agent for
of the Minnesota Extension Service publications listed in
this folder. "Tourism Brochures to Boost Business"
(CD-FO-3273). "Cost Comparison Methods to Evaluation Your
Tourism Advertising Campaign."
Credits
Barbara A. Koth is an assistant extension specialist,
Tourism Development, University of Minnesota.
The author gratefully acknowledges review contributions
from Cheryl Offerman, College Illg and Marcia Naber,
Minnesota Office of Tourism; Dan Fussell, Duluth Convention
Visitor Bureau; Alan Gunsbury, Quarterdeck at Pleasant
Acres Resort (Brainerd); Bruce Kerfoot, Gunflint Lodge
(Grand Marais); Vitor Zukanoff, Star Tribune: Newspaper of
the Twin Cities; Glenn Kreag, Minnesota Sea Grant (Duluth);
Parliament, University of Minnesota (St. Paul); and Larry
Si Minnesota Extension Service (Grand Rapids).
Many thanks to the following individuals who gave
permission to reproduce their advertisements: Steven Dubbs,
on Lake Mille Lacs (Onamia); Heritagefest (New Ulm); Jerry
A Viking Theatre (Park Rapids); and the Minnesota Office of
Tourism.
The information given in this publication is for
educational purposes only. Reference to commercial products
trade names is made with the understanding that no
discrimination is intended and no endorsement by the
Minnesota Extension Service is implied.
Issued in furtherance of cooperative extension work in
agriculture and home economics, acts of May 8 and June 30,
1914, in cooperation with the U.S. Department of
Agriculture, Patrick J. Borich, Dean and Director of
Minnesota Extension Service, University of Minnesota, St.
Paul, Minnesota 55108. The University of Minnesota,
including the Minnesota Extension Service, is committed to
the policy that all persons shall have equal access to its
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