{"id":1626,"date":"2021-09-22T06:00:38","date_gmt":"2021-09-22T10:00:38","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/09\/22\/covid-ad-pitch-keep-moving\/"},"modified":"2026-07-30T10:44:37","modified_gmt":"2026-07-30T14:44:37","slug":"covid-ad-pitch-keep-moving","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/covid-ad-pitch-keep-moving\/1626\/","title":{"rendered":"Covid Ad Pitch:  Keep Moving"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376260 = window.plc376260 || 0;\n            document.write('<' + 'div id=\"placement_376260_' + plc376260+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376260, [300,250], 'placement_376260_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376260++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>By Ken Klein<\/strong><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite Covid \u2014 perhaps BECAUSE of Covid \u2014 robust ad campaigns pitch relocation and tourism.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.ctvisit.com\/homepage\">CTvisit<\/a> (Connecticut) is spending nearly triple the typical amount on its fall regional campaign. That means the multi-media pitch will reach more of the target audience in Connecticut, New York, Massachusetts, and Rhode Island and also expand to other markets including Philadelphia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Illinois, the eight-county Peoria area (Central Illinois) advertises this message to Chicagoland:&nbsp; <strong><em>it\u2019s better here, so relocate.<\/em><\/strong><\/p>\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Out of home ads near Chicago\u2019s O\u2019Hare Airport tout Central Illinois as desirable due to less stress and lower cost<em>s<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2224\" height=\"1164\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1.jpeg\" alt=\"Peoria advert\" class=\"wp-image-1628\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1.jpeg 2224w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1-300x157.jpeg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1-1024x536.jpeg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1-768x402.jpeg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1-1536x804.jpeg 1536w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-1-2048x1072.jpeg 2048w\" sizes=\"auto, (max-width: 2224px) 100vw, 2224px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As Covid concerns persist, these ad campaigns illustrate larger points:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Workers are willing to relocate<\/li>\n\n\n\n<li>Slashing advertising is not a solution<\/li>\n\n\n\n<li>Tourism is key component of recovery<\/li>\n<\/ul>\n\n\n\n<h4 id=\"h-relocation\" class=\"wp-block-heading\"><strong>Relocation<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Peoria is arch-typical Americana. The saying \u201cWill it play in Peoria?\u201d has ties to vaudeville. The slogan surfaced in 1969 when a close aide to President Nixon told a newsman, \u201cDon\u2019t worry, it\u2019ll play in Peoria.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1980, more than 200,000 people lived in Peoria County, IL. The 2020 census counted 181,830.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Business groups in the region recently banded together to launch a decade-long campaign (\u201cGreater Peoria 2030\u201d) to tout lower cost of living, amenities, and business opportunities. The campaign was planned and executed by destination marketing company <a href=\"https:\/\/mcdanielsmarketing.com\/about\">McDaniels<\/a> Marketing of Pekin, IL.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The near-term goal is to convince people to move from the Chicago area. \u201cWe can\u2019t afford to allow people to fill the vacuum with false information,\u201d says <a href=\"https:\/\/www.peoriachamber.org\/ched%20%20%20Although%20vaudeville%20left%20Peoria%20many%20years%20ago,%20the%20slogan%20was%20revived%20in%201969%20when%20John%20D.%20Ehrlichman%20said%20to%20a%20newsman,%20%22Don't%20worry,%20it'll%20play%20in%20Peoria,%22%5b1%5d%20in%20reference%20to%20a%20decision%20by%20President%20Richard%20M.%20Nixon%20that%20seemed%20calculated%20to%20upset%20Easterners.%5b3%5d%20Peoria,%20Illinois,%20cashed%20in%20on%20the%20free%20publicity%20with%20a%20successful%20advertising%20campaign%20to%20lure%20new%20business%20to%20the%20city.%5b1%5d%20%20\" target=\"_blank\" rel=\"noreferrer noopener\">Peoria Area Chamber<\/a> CEO Joshua Gunn. \u201cWe must define and tell our own story.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Metrics to measure progress include population growth, rise in property values, tax revenue, new housing starts, homeownership, and regional GDP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The mood-to-move makes relocation seem plausible. Nearly three of five workers (59 percent) said they\u2019re more willing to relocate for work than before the pandemic, according to a global 2021 <a href=\"https:\/\/www.businesswire.com\/news\/home\/20210419005141\/en\/Despite-Pandemic-Workers-Are-More-Willing-To-Relocate-Than-Ever\">survey by Wakefield Research for Graebel Companies (corporate relocation) on Business Wire.<\/a><\/p>\n\n\n\n<h4 id=\"h-cutting-to-the-bone-versus-advertising-to-grow\" class=\"wp-block-heading\"><strong>Cutting to the bone versus advertising to grow<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">The 2008-2009 recession prompted Connecticut\u2019s Legislature to allocate $1 a year for statewide promotions by the Commission on Culture and Tourism, followed by $1 the next fiscal year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jeffrey Nichols, then-executive director of the Mark Twain House in Hartford told <em>The New York Times <\/em>that if Connecticut stopped promoting itself as a destination, \u201cwe won\u2019t be a destination.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At that, the time, the president of the Long Island Convention and Visitors Bureau said of Connecticut: \u201cYou guys are falling off the map, and it makes our job easier.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In September, Connecticut <a href=\"https:\/\/portal.ct.gov\/Office-of-the-Governor\/News\/Press-Releases\/2021\/09-2021\/Governor-Lamont-Announces-Launch-of-Full-Color-Connecticut-Campaign-Promoting-Fall-Tourism-Season\">Governor Ned Lamont kicked off a $1.4 million marketing campaign to help push economic recovery from the pandemic.<\/a> The \u201cFull Color Connecticut\u201d campaign (agency: <a href=\"https:\/\/www.adamsknight.com\/about-our-integrated-marketing-agency\">Adams &amp; Knight)<\/a> Includes out of home, in-state TV, streaming, social media, and new content at CTvisit.com.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1455\" height=\"1363\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-3.jpeg\" alt=\"LinkNYC advert\" class=\"wp-image-1629\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-3.jpeg 1455w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-3-300x281.jpeg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-3-1024x959.jpeg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/Unknown-3-768x719.jpeg 768w\" sizes=\"auto, (max-width: 1455px) 100vw, 1455px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>LinkNYC kiosk promotes fall color in Connecticut<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Like in most States, tourism is a<a href=\"https:\/\/portal.ct.gov\/-\/media\/DECD\/Tourism\/EconImpactStudies\/CT_Tourism_EconImpact_CY2017.pdf\" aria-label=\"major employer, download PDF\"> major employer<\/a> in Connecticut (more tourism jobs than education or construction), and generates billions in business sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Federal Reserve said U.S. tourism saw recovery in the crucial summer months, with New York City hotel occupancy rates above 60 percent in June (a post-pandemic high). &nbsp;Government stimulus money funded a <a href=\"https:\/\/www.travelweek.ca\/news\/new-york-city-launches-largest-ever-marketing-campaign-to-help-tourism-recovery\/\" aria-label=\"record tourism recovery campaign, read on travel week\">record tourism recovery campaign<\/a> for New York City featuring TV, digital, out of home media, and partnerships.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Ken Klein is executive Vice President of the Out of Home Advertising Association of America)<\/em><\/p>\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376261 = window.plc376261 || 0;\n            document.write('<' + 'div id=\"placement_376261_' + plc376261+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376261, [300,250], 'placement_376261_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376261++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Despite Covid \u2014 perhaps BECAUSE of Covid \u2014 robust ad campaigns pitch relocation and tourism. CTvisit (Connecticut) is spending nearly triple the typical amount on its fall regional campaign.<\/p>\n","protected":false},"author":7,"featured_media":1627,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-1626","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Covid Ad Pitch: Keep Moving | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/covid-ad-pitch-keep-moving\/1626\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Covid Ad Pitch: Keep Moving\" \/>\n<meta property=\"og:description\" content=\"Despite Covid \u2014 perhaps BECAUSE of Covid \u2014 robust ad campaigns pitch relocation and tourism. 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