Delaware puts brakes on drive-through image

Thousands of people visit Delaware each year but their lasting memory isn't Winterthur or Rehoboth Beach. It's I-95 – on the way to other destinations.

So Monday, state officials launched an initiative to change the state's tourism identity complete with a regional ad campaign, multi-platform media and a new brand: "Delaware: Endless Discoveries."

Delaware's image makeover has been months in the making. Last year, state officials did a soft launch with travel writers and the previous year began the process of trademarking the new brand. The trademark designation was made official in October.

Linda Parkowski, the state tourism director, said state officials and their consultant have been working on the rebranding project for two years.

Along the way they used a research-based approach to develop the new brand, designed to especially resonate with women. The reason: Women are more likely to be the family vacation planners.

"The goal was to come up with a phrase that would spark travelers' curiosity and make them want to learn more," she said.

The branding will include print advertising in national publications such as Southern Living, Good Housekeeping and Oprah. But the target audience will be within the mid-Atlantic region, she said.

"The challenge has always been to show others that Delaware is far more than just a place they pass through on I-95," Parkowski said. "The truth is, once they come here, people find that Delaware has more to love than they can believe."

State officials spent $25,000 to research and develop the new brand and marketing campaign with the help of Miles Marketing Destinations and Destination Analysts. The have another $125,000 in hand to place ads in strategic markets along the northeast corridor that they hope to grow. Those markets include the Richmond, Va., area, Philadelphia and New York.

In the process, they rejected several slogans including some that played off Delaware's role as "The First State."

What they found was that outside the state, it just didn't resonate with visitors, Parkowski said.

Among the other rejects: "Dela-here" and "96 Miles of Discovery."

" 'Endless Discoveries' gives you a feeling," Parkowski said.

Miles Creative Director Larry Lynn said state tourism and county partners already do a good job promoting prime attractions.

"They promote the beach very well. They promote Wilmington very well," he said. The new brand is designed to show people "what it is they can do once they come" besides the key attractions, Lynn said.

And, said Neal Alfano, the project art director, Delaware has an advantage because it is so small and drivable.

"We just have an incredible amount to offer," said Gov. Jack Markell.

Tourism is a major industry in Delaware bringing in $2.2 billion in economic activity, Markell said.

The idea with the new brand is to bring more people to the state, increase hotel occupancy and fuel job growth.

"It goes right to the bottom line," he said. "This is what it's all about."

Contributing: Melissa Nann Burke