Article on the effectiveness of Maine's tourism advertising campaign, calling in

Publication Year:
2006
Usage 1
Abstract Views 1
Repository URL:
https://digitalcommons.portlandlibrary.com/news_phoenix/2774
Author(s):
Tapley, Lance
article description
Article on the effectiveness of Maine's tourism advertising campaign, calling into question the results of a Canadian research study that claims that in 2004, all of Maine's 1.4 million visitors came to Maine "due to" the state's $2,398,000 ad campaign. The study implies that their visits were directly caused by the "It must be Maine" ad campaign. Many have doubts about the methodology employed in the research, including Arch Woodside, a Boston College marketing professor. With comments by Dann Lewis, Maine's tourism director; Tom Curtis, an executive with Canadian research firm Longwoods International; Jack Cashman, commissioner of the Department of Economic and Community Development; Charles Colgan, an economist at the Unversity of Southern Maine; and Harold Daniel, a marketing professor at the University of Maine. With a related article on blogger Lance Dutson, who was sued this spring by Warren Kremer Paino, the Maine Office of Tourism's advertising agency. Warren Kremer Paino sued Dutson for defamation because of the manner in which he criticized the agency's promotion of Maine, particularly in its advertising on the Internet.