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Selling Vermont, "The Beckoning Country"

06/28/12 12:00PM By Jane Lindholm
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Courtesy of the Vermont State Archives and Records Administration
One marketing campaign from the 1960s, billed Vermont as "the beckoning country."

Since the late 1800s, when it first started actively trying to lure tourists, Vermont has sold itself in much the same way. Over the years, various slogans and campaigns have come and gone. There was "Vermont: Designed by the Creator for the Playground of the Continent," and later "Vermont: the beckoning country." For years, that Vermont brand, which trades heavily on the state's pastoral image, has worked like a charm. We talk to Dona Brown, a professor of history at the University of Vermont and the author of several books including Inventing New England: Regional Tourism in the Nineteenth Century, Kirk Faulkner, a trend writer at Faith Popcorn's BrainReserve, and Marjorie Strong, an assistant librarian at the Vermont Historical Society, about some of the earliest campaigns to bring tourists to Vermont, and why Vermont has been so successful at selling itself.

Also on the program, VPR's Bob Kinzel gives us an initial analysis of the Supreme Court's health care ruling - expected to be handed down on Thursday morning - and what it might mean for Vermont.

 

Courtesy of the Vermont State Archives and Records Administration
An ad from April 1965. The Vermont brand has been consistent and successful for decades.

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marketing_vermont vermont_brand arts business
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