Regional Partnership Launches Tourism Campaign

Sturbridge Heritage & Preservation Partnership unveils a brand identity and

                 ad campaign for "The Sturbridge Townships"



    STURBRIDGE, Mass., Aug. 14 /EMWNews/ -- A regional partnership

representing local business and government launched a new brand identity

and advertising campaign today. The marketing program, commissioned by the

Sturbridge Heritage & Preservation Partnership (SHPP) in conjunction with

the Sturbridge Area Tourist Association (SATA), is designed to attract

visitors and increase hospitality and retail business throughout the

region, showcased as "The Sturbridge Townships."



    Promoting the theme of "Everything but ordinary," the campaign, which

is accessible at http://www.sturbridgetownships.com/newsroom, invites

potential visitors to explore the wide variety of unique tourism,

hospitality and retail attractions available throughout the area. The names

of each town, including Sturbridge, Southbridge, Charlton, the Brookfields,

Brimfield, Holland, Wales and Spencer, are listed in the debut print

advertisement appearing today in a special Fall Foliage issue of Yankee

Magazine.



    "The new moniker for the region builds on the high levels of awareness

and positive equity in the name Sturbridge," said Alexandra McNitt,

executive director of the Central Mass South Chamber of Commerce and

Sturbridge Area Tourist Association (SATA). "At the same time, we are

telling people we offer a wide array of places to visit and experiences to

enjoy here."



    The logo for the region, featuring an illustration of a tree branch and

birds, points to the natural beauty of the area. Outdoor enthusiasts and

recreation seekers are primary target audiences for the campaign, produced

by RDW Group, a regional marketing firm. The multi-media campaign includes

advertisements in magazines, on radio, billboards, internet banner ads, and

a new web site and brochure for SATA. Additional promotional activities and

events are being developed.



    Jim Donahue, executive director of Old Sturbridge Village, expressed

optimism that tourism to the region as a whole can be revitalized. "People

are drawn to the authentic, genuine nature of this area," he said. "This

new brand and marketing campaign delivers that promise in a way that will

appeal to a wide variety of visitors and likewise help a broad base of

local businesses here."



    The SHPP initiative was formed to develop and market a unified tourist

message and identity for the region. State funding was dedicated to support

the SHPP initiative in the FY2007 and FY2008 budgets. Participants include:

Michael Cimini -- owner, Yankee Spirits; James Correia -- owner, White's

Landing; James Donahue -- president, Old Sturbridge Village; Michael

Harrington, Sr. - owner, The Publick House Historic Inn & The Hawthorne

Hotel; Ann Lindblad -- director of Marketing & Communications, Old

Sturbridge Village; James Malloy -- Sturbridge Town Administrator;

Alexandra McNitt -- executive director, Chamber of Commerce/Sturbridge Area

Tourist Association; Russell Prentiss -- general manager, Sturbridge Host

Hotel & Conference Center; William Reid -- director of External Affairs,

The Last Green Valley; Richard Rossman - owner, Post & Boot and Member,

Browse the Brookfields; and Nancy Salem -- manager, The Salem Cross Inn.



    "It is exciting to put a fresh face on the region and put our best foot

forward," said State Senator Stephen Brewer, who represents the region and

was instrumental, along with State Rep. Todd Smola, in securing the funding

for the initiative. "Even more exciting is the potential for significant,

positive economic impact at a time when we could really use it."



    "Securing funding for this campaign is recognition that our local

businesses and citizens are being heard," said Rep. Smola. "Our success is

important and our contribution to the economic well-being of the

Commonwealth is valued."



    The first phase of the initiative was a regional economic study

conducted by RDW Group and Ninigret Partners, an economic development

research and planning firm. The study found that tourism represents a

significantly larger share of the local economy than in other areas of

Massachusetts. Because this dependency has increased in recent years, the

region should act to protect its economic base in tourism, hospitality and

retail, the study concluded.



    The study, including interviews with local visitors during the peak

tourism seasons last year, also found that most visitors to the region

currently originate from within a 75-mile radius and typically spend one

day here. Visitors said they appreciate the natural beauty and charm of the

area. Once here, visitors said they would like more to do. The study points

to potential outdoor recreation as a prime market opportunity.



    In addition to the advertising program, the study suggested a number of

policy recommendations for further consideration. Recommendations include

developing regional design standards, creating a zoning and land use task

force, and conducting an evaluation of existing resources for immediate

improvement, particularly in the area of outdoor recreation.



    The SHPP group will continue to meet during the coming months to guide

the promotional campaign and begin to implement other study findings.



    CONTACT: Alexandra McNitt (508)347-2761,

Alexandra_McNitt@Sturbridge.org