Marion area offers unique travel experience

Tourism industry advocates in Ohio are confident a new brand and accompanying advertising campaign will help build on what is already a strong segment of the state's economy.
TourismOhio announced its new brand — "Ohio. Find it Here." — last fall and began the advertising campaign to promote the brand March 21. Officials said it is designed to reach travelers on an emotional level, appealing to the experience people have when they visit a tourist destination.

"The brand is about helping people see themselves as part of whatever it is you're offering," said Mark Holbrook, executive director of the Marion Area Convention and Visitors Bureau. "For tourism, the thing that we all offer is the experience when they visit us. The reality is we're not selling museums and restaurants and places to play and do things. That's where people have their own experience, which is what they're coming to us for. Not to say the buildings and places aren't important, but those are the places where people have their experiences. And that's what this new brand really focuses on."

Mary Cusick, director of TourismOhio, said the brand is the result of a research process that included more than 142 hours of one-on-one interviews. TourismOhio worked in partnership with Cult Marketing of Columbus to develop the new brand.

"Whatever you are searching for in life — joy, excitement, passion — you can find it and so much more in Ohio," she said. "Based on an innovative research process, we found that Ohio's activities and attractions inspire the real, honest and deep connections that last forever. The Ohio brand is emotional and functional, yet distinctive, and will help turn people's heads toward the state."

Dan Sullivan, chairman of the TourismOhio Advisory Board, said he thinks the updated brand will spur further growth in the industry.

"Tourism is a big industry in Ohio — a $40 billion segment, in fact," he said. "The new Ohio brand will support the state's economic vitality because it is so broadly applicable. It not only works for travel organizations, but also other state agencies and economic development marketing efforts."

The development of the new brand, Holbrook said, falls in line with information from the Ohio Tourism 2012 Travel Year Study performed by Longwoods International. According to that study, 43 percent of people surveyed indicated that touring, special events and outdoor activities were the primary reasons for travel. Only 9 percent cited theme parks as a primary reason. The study also revealed that 80 percent of trips in Ohio are day trips. Forty-three percent of Ohio travelers are ages 25 to 44.

The survey noted that Marion's Harding Home Presidential Site was tied for ninth on a list of the most popular destinations in Ohio's central region. Holbrook said the Harding Home and some of Marion County's other sites are appealing to visitors.