Maine Office of Tourism E-News - August 2006

Maine Sees Significant Increase in Visitors in 2005

While Governor John E. Baldacci heralded the addition of a new large vessel dock at Bangor Landing on the Penobscot River recently, he announced the travel market research findings for 2005, delivering good economic news for Maine.

The report indicates Maine gained visitor market share, which breaks a several year travel industry trend of flat markets, both nationally and regionally.

Maine's overnight marketable trips in 2005 increased 12 percent compared to a two percent increase nationally. Also noted in the report is that in the category of visits to friends and relatives, the U.S. overall saw an increase of 7 percent, while Maine saw an increase of 11 percent.

"More people are choosing Maine as a vacation destination and that is great news for our economy," said Governor Baldacci. "Overnight trips to Maine totaled 9.7 million and resulted in direct expenditures of $3.1 billion," Baldacci added, noting that these gross expenditures represent a 15 percent increase over 2004 expenditures.

Additional research findings outlined Maine's intra-region market share, which also saw a gain in 2005. In comparison with the other New England states, Maine and Massachusetts were the only two states to experience a significant increase in market share of regional visitors.

Maine's share of this market climbed 14 percent over last year. Massachusetts' increase was 10 percent, while Vermont and Rhode Island had minimal increases and New Hampshire and Connecticut's intra-region market share declined.

The increase in overnight visitation and expenditure for 2005 is cause for optimism. "The 2005 visitor figures are good news for Maine's economy and we're challenged to keep the momentum going," said Dann Lewis, director of the Office of Tourism.

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HP Hood Features Maine Flavors

Ice cream lovers throughout Maine can now taste Maine Blueberry & Sweet Cream, Moosehead Lake Fudge and Old Orchard Apple Pie Ice Creams.

Those are the three Maine tribute flavors among 18 varieties of New England Creamery Ice Cream by Hood in supermarkets this summer. The new premium ice cream line celebrates the heritage and favorite vacation spots of the five New England states. Hood also undertook an unprecedented partnership with the state tourism offices to celebrate travel to beloved destinations across the state.

Eighteen New England Creamery flavors from Boston Crème Pie to Vermont Maple Syrup, all of which are named after favorite seaside resorts, woodsy cabins and quaint New England getaways, are now available at supermarkets. The 56-ounce containers of New England Creamery Ice Cream, each illustrated with original art evoking New England icons, retail for $4.99 - $5.99.

The New England Creamery Ice Cream flavors celebrating Maine include:

• Maine Blueberry & Sweet Cream -- Blueberry Ice Cream, made with Real Maine Blueberries, swirled with vanilla ice cream.
• Moosehead Lake Fudge -- Peanut butter-filled chocolate cups in chocolate ice cream with a thick fudge swirl.
• Old Orchard Apple Pie -- Apple flavored ice cream with piecrust pieces.

Hood's partnership with the Maine Office of Tourism is part of the company's affiliation with the tourism boards of Rhode Island, Vermont, Massachusetts and Connecticut for its 2006 "Taste of New England Tour."

For more information about where to buy Hood New England Creamery Ice Cream, visit www.Hood.com or call 1-800-726-6455.

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Discover New England Announces New
Representation in the United Kingdom & Ireland

Beth Cooper PR was recently awarded the contract for the UK and Ireland public relations program for New England's official regional tourism marketing organization, Discover New England (DNE). Leading the team will be Caroline Miller, who also represented Discover New England at the previous agency representing DNE. Working with her on the account will be Kate Hall.

This experienced team will be complemented by another New England expert, Stephen Knight, Senior Vice President International Sales for leading New England receptive operator Tourco. Stephen will complete his current role with Tourco at the end of August in order to represent Discover New England and our region to the travel trade.

Discover New England is looking forward to an exciting year with new initiatives, including consumer promotions with the department store Debenhams and New England beverage company, Ocean Spray. There will also be the annual September Sales Mission. During this mission, two groups of representatives from the public and private sector will travel throughout England making sales calls and conducting trainings with key tour operators. The group will also visit Dublin and Paris introducing the New England product to both press and the travel trade.

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Strategic Marketing Committee Update

• The Strategic Marketing Committee met recently and reviewed the winter media campaign. It will include print advertising in December, January and February and an e-mail blast to more than 100,000 Boston area residents.
• Maine was featured on the Food Network's popular show, Rachael Ray's Tasty Travels. The Office of Tourism and their PR contractor worked with the producers to provide information on points of interest along Maine's south coast. The show featured wonderful visuals of Maine's coast and local cuisine. The segment will air four times.
• Maine was recently featured in articles in Passport magazine, Boston Globe, American Style magazine, AAA Journeys and Soundings magazine.

Year-to-date, the number of unique visitors using the Office of Tourism Web site, www.visitmaine.com, is up by nearly 30% over the same period last year. The top five activities requested through the Office of Tourism's fulfillment center were: Sightseeing, Scenic Byways, Beaches, Whales, and Shopping.

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Film Office News

• The parade of commercial projects into Maine continues this summer with a magazine shoot scheduled for the Bangor area. In addition, the Film Office is now responding to requests from a Pennsylvania media firm interested in a catalog shoot in the Western Mountains region.
• The Film Office, working with contractors, is putting the final touches on a new suite of Film Office Web sites. The new site will allow producers worldwide to check on possible locations, contact Maine-based film workers and learn about filming in Maine, all at a single location. During the past decade, Film Office Web sites have become central to the Office's effort to attract and encourage media production to the state. The new site is a continuation of the Film Office's efforts to provide the best online information available to would-be producers and media production executives.
• Film Office staff will attend the reunion showing of "Signs of Life" shot in Maine the summer of 1988. This was the first feature film the Maine Film Office worked with. The showing will be at the Stonington Opera House which has recently been refurbished and is once again the entertainment and cultural hub of the town.