Idaho Tourism Council battles potato image … Marketing plan parcels out $2.8 million for 2004-05

Despite fewer license plates reading "Famous Potatoes," Idaho is still battling the potato image, and nowhere more strenuously than in efforts to promote tourism.

By Susan Bailey
The Wood River Journal

http://www.magicvalley.com/news/business/index.asp?StoryID=6354

According to SRDS Lifestyle Marketing Analyst, more than half of respondents in a national poll associated Idaho with potatoes. Worse, most of the rest had no impression of the state at all.

"We’re fighting an uphill battle," said Carol Waller, executive director of the Sun Valley-Ketchum Chamber and Visitor Center. Waller and other representatives of the Idaho tourism industry, as well as directors of various chambers of commerce, talked strategy this week during the Idaho Tourism Council’s meeting at Sun Valley Inn.

Carl Wilgus of Idaho Commerce & Labor said Idaho ranks 42nd in state funding for tourism marketing, with a total of $5.5 million across Idaho, compared with the $30 million budget of Las Vegas.

"It’s a competitive war out there, like everything else in life," said Wilgus. "It’s eat or be eaten."

In order to compete, Idaho watches its spending carefully and checks the per capita effectiveness of marketing to other states and cities. According to research tabulated by the marketing firm hired by the state, Seattle, Salt Lake City and Spokane, Wash., are the best markets for Idaho, although the largest number of visitors actually hails from California.

Bill Drake of CS Drake advertising unveiled a $2.8 million tourism marketing plan for the whole state beginning winter 2004-05.

"Promoting winter recreation continues to be a key marketing objective," Drake said. He said Idaho has an advantage over many Western states because of high-quality snow.

Drake said magazine and Internet advertising brings the highest returns for Idaho and will remain the focus for the year. National surveys show 63 percent of travelers use the Internet, with that percentage expected to rise sharply in the next few years. Accordingly, the state successfully shifted to those marketing vehicles in the 2002-03 fiscal year. Idaho Commerce & Labor’s online promotions include sponsorship of interactive maps and ski sections.

Skiing, snowmobiling and snowboarding are emphasized in the winter campaign, Drake said.

SRDS Lifestyle Marketing Analyst said skiers are more likely to come from a higher income bracket, causing Drake to focus on Seattle buyers in the $100,000 annual salary range and $75,000 for Spokane and Salt Lake City.

Plans for the "prime season," April to November, next year focus on advertising that features people in the outdoors, doing something.

"We’ve got to continually build an awareness that we are out there, with things to do," Drake said. "We’re trying to convey a sense of place."

That place doesn’t have rattlesnakes or lava fields, and potatoes are never mentioned.

With copy such as "Idaho, nowhere near Monday morning," "Recharge your spirit, not your cell phone," "Fresh pine scent included" and "Idaho, nowhere near the beaten path," magazine advertisements will begin in the spring.

Using photographs of striking locations such as the Sawtooths, the Middle Fork of the Salmon River and Stanley Basin, the magazine ads target the baby boom generation and families.