ANCHORAGE, Alaska -- Travel agents will be a major focus of
Alaska's tourism marketing efforts in 2002, according to the Alaska
Travel Industry Association (ATIA).
Agents will be courted like never before as the state takes
steps to mitigate the downturn in travel following the Sept 11
terrorist attacks, and as it gears up for next year's travel
season, according to Kathy Dunn, marketing director, ATIA.
Dunn said the ATIA is working with ICTA to develop a Destination
Specialist Alaska program similar to the one ICTA operates for
Hawaii. The program is scheduled to be rolled out in April or
The ATIA also is in the process of mailing out 28,000 vacation
planners to agents on the West Coast and in the Midwest.
Meanwhile, Alaska returned to the airwaves on Oct. 15 with a
$1.2 million TV campaign scheduled to run for five weeks on
national cable stations like the Travel Channel and The Learning
Channel. The commercials mark Alaska's return to television for its
tourism advertising after taking the last fiscal year (July to
The ATIA also will debut a series of print ads in the U.S. and
Canada next month.
The U.S. campaign will debut in December with ads in magazines
that cater to the driving market, including Westways and Home and
Away magazines. The Canadian push will include newspaper ads
debuting in November.
Dunn said that the ATIA has petitioned the state for an
additional $12.5 million for tourism promotion in 2002. That's in
addition to the $4.65 million already allocated by the state for