From: Otte Coleman, Sara Sent: Thursday, January 12, 2012 10:43 PM To: -Grp-DT Dept. of Tourism Cc: Anderson, Alan R.

; Finneman, Tracy P. Subject: Good Evening, I am sorry this is so late in getting out. I was unable to get on the state email most of the night? I wanted to give you the heads up as to why Kim, Heather and I were scrambling around and conferring behind closed doors. As some of you may have seen- a few individuals decided that our city experience ad we realeased on Monday was over the line- and suggesting more than we intended. The ad was designed to appeal to the image category we always lag behind our compeititors in: Fun, exciting, nightlife. It was not intended to suggest more "action" than a fun girls night out. The ad went mini-viral with over 100 shares on Facebook and many very lude comments- so we removed it from Facebook. It was also picked up on Twitter and trended high. Jessica took a number of media calls while we were on the phone with Odney working out the best way to handle the situation. I personally wanted to take the "are you kidding me" approach "these folks are watching too much Jersey Shore" which is true but we also need to take these concerns very seriously. Even thougth none of us caught this- in hind sight you can see it with different eyes. It was never my favorite ad- but I thought it was Cheesy not sleezy:) Therefore, we have removed it- and will work on another ad that better communicates our intended message.It was not placed in any magazines yet. The page is also in our printed travel guide but along side a number of other expereinces -which should be more palatable. We had visited about replacing the three ladies in the with three nuns.. and that idea came from one of the practicing catholics not me- but in the end decided we are better to let it die. We expect coverage in the Fargo Forum tomorrow and on WDAZ in Fargo tonight. We also think the Fargo forum may do a column on it. We have talking points I will forward to you from Kim. I have a board meeting at the Heritage Center all morning but will stop in before the meeting to make sure all is under control. please call, text, or email if it heats up again. Thanks to Heather and Kim for getting on it right away... Thanks, Sara

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From: Pursley, James L. Sent: Friday, January 13, 2012 8:13 AM To: Otte Coleman, Sara Cc: LeMoine, Heather H. Subject: RE:

Point of clarification,

I brought the issue up on a couple times during proofing of the image section that the “decisions” could be misconstrued. Perhaps I should have been more adamant about my thoughts on it.

Scooter Pursley
Information Specialist North Dakota Tourism Division 800-435-5663/701-328-2874

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From: Otte Coleman, Sara Sent: Friday, January 13, 2012 8:17 AM To: Pursley, James L. Cc: LeMoine, Heather H. Subject: RE:

I wish you would have… I didn’t hear your comment and hope we are always not open to everyone’s opinion. Last week- after a concern on the music we even had a TV ad reviewed by the Indian Affairs Commission to make sure it wasn’t offensive. Please feel you can alert us

Sara
Sara Otte Coleman Director, Tourism Division North Dakota Department of Commerce 800-435-5663 or 701-328-2525

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From: Pursley, James L. Sent: Friday, January 13, 2012 8:45 AM To: Otte Coleman, Sara Subject: RE:

Thanks Sara, I’ll try to step out a little more on things I’m concerned with. I never want to overstep my bounds on these things and irritate people by bringing up concerns they may think are ridiculous. And I don’t want to waste people’s time – other than a brief mention – as most things we do have some kind of basis in research behind them.

When I do look at things like this, I try to with a detachment from Tourism, like talking with friends at a bar. How are they going to perceive it. I will be more diligent – but not overbearing – going forward.

Scooter Pursley
Information Specialist North Dakota Tourism Division 800-435-5663/701-328-2874 jpursley@nd.gov

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