THE VIRGINIAN-PILOT   
              Copyright (c) 1995, Landmark Communications, Inc.

DATE: Wednesday, April 19, 1995              TAG: 9504190539
SECTION: BUSINESS                 PAGE: D1   EDITION: FINAL  
SOURCE: BY TONY WHARTON, STAFF WRITER
DATELINE: NORFOLK                            LENGTH: Medium:   59 lines

CORRECTION/CLARIFICATION: ***************************************************************** Norfolk and Virginia Beach have allocated $100,000 each for a Virginia Waterfront infomercial. Williamsburg is not a participant, as stated in Wednesday's BusinessNews story about the Norfolk tourism campaign. Also, the total campaign budget is $3 million. Correction published Friday, April 21, 1995. ***************************************************************** CAMPAIGN ENTERS 2ND YEAR NORFOLK AGAIN PROMOTES ENTIRE REGION TO DRAW NORTHERN TOURISTS TO "WATERFRONT"

Can a hot young advertising director, a cookbook, an infomercial and $2.2 million in promotions convince more Northerners that the ``Virginia Waterfront'' is the place to visit this summer?

You'd better hope so. It's your money.

The city of Norfolk on Monday launched the second year of its advertising campaign promoting the entire region to Northern tourists.

The centerpiece of this year's effort is a fast-paced commercial directed by John Hilton, who did the recent campaign for the launch of the new alcoholic beverage Zima. That series led advertising magazines to name Hilton one of the most promising ad directors.

``It's lucky we got him in time, because his price has probably gone up by now,'' said Sam Rogers, Norfolk's director of marketing.

Starting Monday night, the spot began airing from Maine to Pennsylvania, with extra emphasis on Washington, Baltimore, Philadelphia and Pittsburgh.

Rogers said the phone number in the spot, 1-800-FUN-IN-VA, received 1,490 calls the first night.

Simultaneously, print ads are running in 13 magazines, including Travel & Leisure, McCall's, Southern Living, Readers Digest and The New York Times travel magazine.

The Virginia Waterfront campaign was started by Norfolk last year under the direction of retired ad executive Dan Ballard. The campaign's premise is that the region needs to promote itself as a whole, from Williamsburg to the Outer Banks.

Norfolk's logic is that the city will inevitably benefit if tourists come to the region.

Rogers said this year he is trying to run an even more integrated campaign. There will be a Virginia Waterfront cookbook and an infomercial.

The infomercial also marks the first time other cities have financially supported Norfolk's regional effort. Rogers said Norfolk, Virginia Beach and Williamsburg have each put $100,000 into the production. Norfolk is still footing most of the bill for the $2.2 million campaign.

KEYWORDS: HAMPTON ROADS TOURISM by CNB