The Vermont Department of Tourism & Marketing this year is spending around $1M on winter advertising, up from its usual $300K.
The money for this is coming from $1.25B the state received from the federal CARES Act.
Ad placements include New York Magazine, the Wall Street Journal, Outside Online, the Boston Globe, Discovery Channel, Travel Channel, Food Network, HGTV and Outside TV. Ads walk a fine line between promoting Vermont's winter activities and attractions and advising prospective visitors about COVID-19 travel restrictions and safety.
In a normal year, tourism is worth nearly $3B to the Vermont economy.