[T]his spring, Vermont’s profile will get a boost from an advertising campaign it is sharing with Cabot Creamery at Boston’s South Station.
The state and Cabot, which have worked together on marketing for years, got a bargain on some advertising space that unexpectedly became available at the last minute.
“This is normally a $250,000 media buy, and the state’s share was $37,500,” said Wendy Knight, Vermont’s tourism commissioner. Cabot Creamery, which has worked to advertise its products in partnership with tourism officials, is also paying for the ad space.
Jen Neary, director of marketing/integrated services for the Waitsfield-based dairy cooperative, said Cabot has had an advertising partnership with Vermont for 25 years.
“We work with the same media buyer, and she’s always looking for affordable opportunities. There was a last-minute opportunity at Boston’s South Station and it’s so easy for us to say ‘yes’” Neary said.
“We got a significant deal on this, which is the only way we could have afforded it,” Knight said.
As part of the campaign, which will run from mid-May through mid-June, Cabot dairy farmers will hand out cheese to commuters, said Neary said.
