Advertising blitz touts Ohio’s strides in job growth

11/23/2012

COLUMBUS — A construction worker ties his boots. A white-collar worker adjusts his tie. A woman pulls on a surgical mask.

These are a few scenes from a new state television ad that started airing Sunday as part of a $1.4 million marketing campaign to highlight job growth in Ohio and keep the momentum going.

“There are so many good things going on here, and people don’t know about it,” said Laura Jones, spokesman for JobsOhio, which is running the ad campaign, called “Thrive in Ohio.” “Our unemployment numbers are down again, and we’re ranked fourth in the country in job creation.”

JobsOhio is the state’s economic-development organization.

The campaign will include ads in Ohio newspapers, as well as ads in the Chicago Tribune, Detroit Free Press, Indianapolis Star, Pittsburgh Post-Gazette, and the Wall Street Journal.

Online ads will appear on the Web sites of several national publications, including Forbes and Fortune/CNN Money.

The television ad begins with an announcer’s voice stating: “All across Ohio, people are getting back to work. Hear their stories. Tell us yours.”

The state’s latest unemployment numbers, released Nov. 16, back up the ad.

Ohio’s unemployment rate was 6.9 percent in October, the first time it dipped below 7 percent since the summer of 2008.

“We felt this was a story that wasn’t being told, and part of our responsibility and mission is to take this message and market Ohio,” Ms. Jones said, adding that other states have similar campaigns.

Another of the campaign’s goals is to collect and share Ohioans’ back-to-work stories.

Employees and business owners are encouraged to share their stories at www.ThriveInOhio.com.

These stories will be used by JobsOhio to help recruit business for the state, Ms. Jones said.

“This campaign celebrates the passion and innovation of Ohioans in their daily lives, at home and at work, which is a key advantage for companies expanding or relocating here,” John Minor, JobsOhio president and chief investment officer, said in a statement.

“Ohio is the place to be, and our success is proving it.”