Maine campaign: State unveils TV ads, contest

AUGUSTA, Maine -- The Maine Office of Tourism kicked-off a new winter campaign with regional and national television ads and a six-week contest.

The ads seek to lure first-time visitors by featuring the state's varied winter activities.

Ads are appearing on local cable stations and network affiliates in the Boston area. The 60-second spots highlight skiing and snowmobiling, and include everything from dog sledding to dining on lobster in a quaint Maine setting.

"We expect to reach 2 million regional households in our winter drive market with those direct-response ads, which will run through the Christmas holiday," said Dann H. Lewis, the state's director of tourism.

The ads resume in January in order to attract late winter visitors.

The six-week "Maine Snow Sweepstakes" is an interactive, Web-based contest at www.maineattraction.com and on RSN at www.rsn.com Web sites.

Portland-based RSN, is a national cable television and Web network specializing in region-specific content for outdoor enthusiasts.

Each week, e-mail messages go to 100,000 individuals who have shown an interest in learning about Maine's winter activities. And each week a weekend trip is awarded that includes lodging, lift tickets and equipment rentals.

The grand prize is a week for four at Sugarloaf/USA.

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