Tourism Department Unveils $3 Million Advertising Campaign

Article excerpt

Oklahoma tourism officials have unveiled a more than $3 million advertising campaign designed to bring travelers to the state this summer and to persuade Oklahomans to vacation within the state.

Jane Jayroe, Oklahoma tourism secretary, said it was the state's most aggressive and comprehensive advertising effort.

"This spring campaign is based on solid research, and its success means positive economic growth for Oklahoma," she said.

Traveler expenditures in Oklahoma generate more than $3.6 billion annually.

An advertising effectiveness study showed the 1998 spring advertising campaign returned $16 for every dollar spent. The study also suggested groups of travelers that are the best targets for the Oklahoma tourism message.

The study was used to develop the new ad campaign, said Kathleen Marks, director of the Oklahoma Travel and Tourism Division.

Three new 60-second television ads feature a montage of activities and scenery and encourage viewers to order the Oklahoma Travel Guide to plan their trips. The series of spots will air in Texas, Arkansas, Kansas, Louisiana, Missouri and Oklahoma starting this week and continuing through May.

The campaign also includes ads in 31 domestic magazines; 11 outdoor billboard in the Dallas-Fort Worth area and four in the Wichita, Kan., area from March through June; a series of ads in Oklahoma newspapers in early summer; an ad in the nationwide Parade Magazine; buying advertising on travel related Internet sites; and promoting the state tourism web site (www.travelok.com) in all ads.

Russell get Cox post

Diane Russell has been named vice president of human resources for Cox Communications.

Russell will oversee personnel, recruitment, benefits, compensation, safety and risk management for more than 1,300 Cox employees in Oklahoma City and Tulsa.

She has been with Cox for 19 years and has a bachelor's degree in human resources from Southern Nazarene University.

Cox also named Steve Morgan as vice president for engineering and network development. He will be responsible for network operations, expansions and reliability for Oklahoma City and Tulsa Cox franchises.

Morgan was general manager for Cox Business Services. He also was with Southwestern Bell Telephone for 23 years. He is a graduate of the University of Central Oklahoma.

$3,000 and 4,500 cookies

Gov. Frank Keating signed the bill giving every Oklahoma schoolteacher a $3,000 raise on Friday.

Earlier last week the governor had something more for the teachers -- 4,500 cookies, 2,100 cans of soda and 2,000 apples. Keating said that is what was consumed by more than 4,000 teachers who visited the "Teacher Welcome Center" during the teachers' rally.

Meeting informally with the governor, First Lady Cathy Keating, Cabinet Secretary of Education Floyd Coppedge and staff, the teachers shared their views -- both positive and negative -- about the governor's agenda.

Scott joins viaLink

Jack Scott has been named vice president of information technology for Edmond-based viaLink.

Scott will be responsible for viaLink's technology infrastructure, research and development. Prior to joining viaLink, Scott, 49, served as chief information officer and vice president of information services for Unified Western Grocers, formerly Certified Grocers of California.

Scott is on committees for the National Grocers Association and Food Distributors International.

Scott also sits on the Claremont Graduate University Board of Visitors as a technical advisor on curriculum for the School of Technology. …