“There’s More To Maine” Campaign Launched by
Swardlick Marketing Group

Declaring that “Summertime Was Made For Maine” – the new summer tourism campaign for the Maine Office of Tourism is now running on television, online, in magazine, newspaper and other media. Swardlick Marketing Group developed the new campaign after testing numerous concepts with consumers in New York and greater Boston. The centerpiece of the campaign is a 60-second television spot featuring an interpretation of the iconic song “Hot Fun In The Summertime”, originally performed by Sly and the Family Stone.

The campaign carries the new Maine logo and campaign theme, “There’s More To Maine” – an important statement about the fact that visitors to Maine rate the destination much higher than those who have never been to the state. “Those who have never been to Maine just don’t know the incredible variety of outdoor recreation, sightseeing, shopping, dining, lodging and vibrant arts and culture available here.” says Steve Mason, the senior executive on the Maine Tourism account. “Our message literally is – there’s more to Maine.”