Wednesday, April 30, 1997
Campaign to increase tourism to abilene
ACU students propose tourism plan for Abilene
By BOB BRUCE
Travel Editor
Advertising students at Abilene Christian University proposed
an ad campaign Tuesday they said could bring more visitors to
Abilene and pump an additional $1.1 million a year into the local
economy.
The plan was presented to the Abilene Convention & Visitors
Bureau by students of Dr. H. Jeff Warr Jr., professor of mass
communications.
The campaign, which calls for the use of a discount card in
a 13-county area, was developed by eight students in five weeks,
Warr said.
"They targeted people who already were coming to Abilene,"
Warr said. He estimated the students surveyed 350 Abilene visitors
who said they would return if given incentives to come back for
overnight stays.
ACVB Chairman Randall Reedy praised the one-hour presentation
and said the proposal would be studied by the board.
"The use of the information is almost certain," Reedy
said.
As for launching a campaign based on the discount card, Reed
said "that will depend on next year's budgeting process."
Total cost of the program, including advertising and a "Getaway"
discount card featuring prizes by merchants, was projected at
$142,820. If implemented, it would benefit the local economy in
the amount of $1,164,976, according to the students' figures.
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Abilene Reporter-News / Texnews / E.W. Scripps Publications
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