Take Your Lycra-Clad Buttocks To Vermont

Bangor News: Using a photograph of a twentysomething Lycra-clad man climbing the rock face of a mountain to sell a Maine vacation is just wrong, Bob Hastings believes.
Hastings, 57, the CEO of the Rockland-Thomaston Area Chamber of Commerce, has nothing against men in Lycra, or courting them to come and visit Maine. It’s just that there’s other people, with bigger wallets – and maybe bigger waistlines – and more time on their hands, for whom tourist marketing ought to be geared.
“Follow the boomers, follow the bucks,” is how Hastings puts it.
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The Rockland-Thomaston Chamber’s Web site – www.therealmaine.com – depicts the midcoast as a place of friendly small villages with vital downtowns featuring nonchain restaurants and shops, galleries and museums.
The “real Maine,” Hastings argues, is a place where couples in their 50s might have breakfast in a downtown diner and hear lobstermen gripe about the fishing in the next booth.
It’s a place where a couple in their 40s on an anniversary weekend can have a nice dinner in a fine restaurant or a drink in an atmospheric pub, then retire to a quiet lakefront cottage a 20-minute drive away.
“We should try to create travelers, not tourists,” with the distinction being that travelers want to become part of a place, not just gawk from the outside.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.