Marriner Marketing Launches Integrated Consumer Campaign for Maryland Office of Tourism

Agency Uses Target Insights & Industry Expertise to Encourage Visitors to Be “Open For It”

May 2, 2019

A new consumer campaign showcases the emotional and tangible benefits of a Maryland vacation. As Agency of record for the Maryland Office of Tourism, Marriner Marketing has supplemented 30 years of specializing in the food, beverage and hospitality industries with new consumer research to invite travelers to be Open For It and explore all the state has to offer.

“I’m proud to introduce this vibrant new tourism campaign, which speaks to the many wonderful experiences and unique destinations that make Maryland so special,” Maryland Gov. Larry Hogan said. “Maryland welcomed more than 41 million people in 2017, and we look forward to this campaign driving even more visitors to our great state.”

Marriner’s proprietary Clarity CaptureSM process uncovered the insight that people who are open to letting go can find a different perspective while they’re in Maryland. Initial research of 2,900 consumers in core origin markets revealed that their primary reason to travel for pleasure was to have fun and create happy memories, and they were drawn to the idea that a Maryland vacation is full of unique experiences worth discovering.1 Marriner used these learnings to clearly define demographic profiles for the target audience and develop resonant messaging for the creative work.

“The Marriner team has truly captured the essence of Maryland and the special moments that can happen only in our great state,” said Liz Fitzsimmons, managing director of the Maryland Division of Tourism, Film and the Arts. “We have a ton of pride in what makes us different and want prospective travelers to be open for getting the most out of their trip and creating memorable experiences.”

The Open For It initiative emphasizes these moments by identifying various ways that the state is open for all to have fun, relax, and connect with family and friends. The integrated campaign will reach potential visitors through broadcast, print, digital and audio media.

“We couldn’t be more excited about launching a campaign for a destination that perfectly combines all that’s authentically great about America,” Marriner Vice President and Executive Creative Director Chris Just said. “Maryland packs so many cultural, culinary and water-related experiences into one truly unique place. We want to share our incredible state with all who are open for it. This campaign is meant to be a call, a wish, an invitation to Maryland for all who are open for an unforgettable vacation.”

The ultimate goal for the campaign is to engage consumers through all phases of their trip—from initial planning and booking a destination to finding activities to enjoy during their stay. Even after they leave, visitors will be encouraged to return and serve as ambassadors for Maryland by recommending it as a destination for family and friends. Marriner will be conducting additional research to measure how these efforts affect perceptions of Maryland.

“We want to show people more than what they can do in Maryland—we want to show how it makes them feel,” Marriner Partner and Vice President of Account Strategy Rob Levine said. “By featuring people fully enjoying different aspects of the state, we’re inviting travelers to discover the best version of themselves in Maryland and create happy memories that will last a lifetime.”

Learn more about the Open For It campaign at visitmaryland.org.

ABOUT THE MARYLAND OFFICE OF TOURISM

The Maryland Office of Tourism is an agency of the Division of Tourism, Film and the Arts within the Maryland Department of Commerce. Visitors to the state spent $17.7 billion on travel-related expenses in 2017. The Maryland tourism industry also generated $2.4 billion in state and local taxes, and provided Marylanders with more than 149,000 jobs with a payroll of $6 billion. For more information, visit visitmaryland.org.

ABOUT MARRINER

As a branding and activation Agency, Marriner Marketing Communications has been a leader in providing integrated solutions for the food, beverage and hospitality industries for 30 years. Clients count on Marriner for effective, clarity-driven communications to address a wide variety of business opportunities and champion the voice of the target. Marriner’s Clients include such notable brands as Atlas Metal, Butterball, Campbell’s, Maryland Office of Tourism, Nestlé Professional, Perdue Farms, Plastics Industry Association and Sugar Association. For more information, visit marriner.com.

For media inquiries, contact Hannah Force at 410-715-1500 or hannahf@marriner.com.

1Maryland Marketing Source Maryland Tourism Study, fall 2017.

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