FOR IMMEDIATE RELEASE

CONTACT: Darienne Wilson
Director, Division of Tourism
601-359-2938

DATE: September 19, 2001

Mississippi Development Authority Division of Tourism Named Best in the Southeast
State agency receives Shining Example Award for increase in visitors.

JACKSON, Mississippi, September 10, 2001--The Mississippi Development Authority's Division of Tourism was honored as the State Organization of the Year during the Southeast Tourism Society's Shining Example Awards ceremony held in Charlotte, N.C.

The Southeast Tourism Society (STS) is the largest membership organization promoting travel to the Southeast. The STS Shining Example Awards recgnize outstanding contributions to the advancement of tourism in the southeastern states of Alabama, Florida, Georgia, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee and Virginia.

The State Organization of the Year Award is given to the state travel organization that has demonstrated measurable growth through creative advertising and promotional campaigns. The judging covers the time period from June 1, 2000, to May 31, 2001. Despite a slowdown in the economy, Mississippi tourism was up nine percent in 2000, contributed more than $6 billion to the state's economy and continued to be the second largest employer of the state's service sector.

In Spring of 2001 the Division of Tourism launched a creative comprehensive brand identity campaign, "Welcome to the Weekend," which capitalizes on the advantages of a quick getaway to Mississippi and the potential for extended weekend visits at the state's numerous historic, entertainment and recreational opportunities.

"We are honored with the State Organization of the Year Award, as it is one of the most prestigious awards in the Southeast," said Darienne Wilson, Director of the Mississippi Division of Tourism. "This year has been incredible for us. We owe this award to the hard work and dedication of many tourism employees, to our new branding campaign and to our confidence in and commitment to the state of Mississippi-the best vacation destination in the Southeast."

Since the launch of Mississippi's new branding campaign, tourism inquiries have increased by 28 percent. The Division of Tourism's campaign included print, television, video and Web site creations, which combine to communicate a Mississippi that offers something for everyone.
"Through Welcome to the Weekend, we have begun to share the abundant treasures and adventures Mississippi has for everyone and have been able to effectively communicate that no one delivers like Mississippi," said Wilson.

The campaign targets markets within a 500-mile radius of Mississippi and highlights the warmth and charm of Mississippi's rich cultural heritage with an innovative and dynamic spirit, and interjects an emotional rhythm that embraces the abundance of the state's attractions.

"Everyone at MDA has worked hard and put their hearts into promoting Mississippi," said J.C. Burns, executive director of the Mississippi Development Authority. "Mississippians should take pride in this award and the hard work the Division of Tourism has committed to communicating the Mississippi experience, and more importantly, the end result, which has been an increase of visitors to our state."

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Mississippi Tourism Division

Post Office Box 849

Jackson, Mississippi 39205

Telephone: (601) 359-3297

Fax: (601) 359-5757