The Vermont Travel Industry Conference (VTIC) is pleased to introduce the Governor's Award for Excellence in Tourism Marketing. Tourism is critical to the economic vitality of our state. This single award will recognize a tourism-related business, region, or association that has shown a clear understanding of the Vermont Brand and has successfully incorporated it into one or more marketing initiatives. The award will also recognize an ongoing commitment to Vermont's tourism industry. The 2007 Governor's Award for Marketing Excellence was presented to the Vermont Wood Manufacturers Association on Wednesday, November 28, 2007 at the Hilton Hotel in Burlington, Vermont for their Vermont Woodshop and Forest Tours Forest Heritage Trail Guidebook. The innovative project demonstrated a clear understanding of the Vermont brand and promoted a unique guest experience for travelers to Vermont. Kathleen Wanner, Executive Director, accepted the award on behalf of the 150 member organization. According to Wanner, "This award is for members of the wood products industry who were willing to shake the sawdust out of their pants' cuffs and greet the public."

Eligibility The Governor's Award winner will be selected by the Vermont Travel Industry Conference (VTIC) Board of Directors, and must incorporate or be built upon Vermont's brand identity. Award nominees can be from any of the following categories: Print/collateral material Broadcast advertising or film/audio visual Niche marketing Co-op marketing Internet, interactive or other electronic travel promotion Special promotions, such as outdoor advertising, publicity events, special events, public relations, industry/public awareness, or other marketing or creative product. Judging Criteria Entries will be reviewed on an individual basis to determine how well the entrant addressed the following criteria: STRATEGY. Clear objectives. CREATIVITY. Project design, development, implementation, message delivery and originality; selection of media or promotional vehicle, and use of visual or written material, etc. INNOVATION. Utilization of a new approach, developing new markets, unconventional campaigns to old markets, or pioneering use of technology, cost savings or leverage investment techniques, etc. RESULTS. Achievement of stated objectives. For example, visitor count increases, increase in market share, increased ROI, reduced unit costs, reader, viewer or listener impressions, economic impact, and/or related data, achieving extended visitor stays, increased visitor satisfaction, greater distribution of literature/material, etc. BRAND. Demonstrated understanding of Vermont's brand value by incorporating or building upon Vermont's brand identity in marketing campaigns.