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Friday, May 19, 2006
Portland marketers help promote The Cat to Boston, N.Y. audiences
Copyright © 2006 Blethen Maine Newspapers Inc. | ||
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When Boston-area residents are asked what they know about Nova Scotia, they mention great scenery and seafood. They're not always sure where the province is, and they don't know much about the area's rich Acadian and Scottish heritage. These are impressions that Steven Mason, managing director at Swardlick Marketing Group in Portland, has gathered from focus groups assembled to help promote The Cat. The data led Swardlick to design an advertising campaign that promises Northeast vacationers a unique cultural experience and great scenery on a trip that's easy to make, thanks to high-speed ferry connections in Maine. This campaign is taking the form now of television, newspaper and direct mail advertisements aimed at residents from Bangor to New York City. Viewers of Portland television early this month saw 30-second, animated commercials of gulls being blown off the deck of a ship. These "teasers" were followed up in Portland and Boston with spots showing Nova Scotia's culture and scenery and offering limited-time, 25 percent discounts for Maine and New Hampshire passengers. A similar spot aired in Boston, promoting The Cat's visit to that city. Boston and New York viewers also have been seeing a 60-second commercial that illustrates The Cat's routes from Bar Harbor and Portland, highlights cultural attractions and offers free vacation guides. Bay Ferries Ltd., The Cat's owner, hadn't run TV spots previously in New York. In focus groups, some participants said driving to Bar Harbor was too far for a Nova Scotia vacation. "But when you ask, 'What if this service was available from Portland?' we got a high level of interest and acceptance," Mason said. Swardlick also is trying to generate more "reverse traffic" on The Cat. The agency has developed newspaper advertisements that tell Canadians they can arrive in Portland by early afternoon, leaving time to go to a ball game or a museum in Portland, or shop in Freeport or Kittery. The advertisements also will promote weekend getaways in southern Maine, with special hotel rates.
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