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Williard Scott films television ad at Fort Myers Beach

July 6, 2010

The Lee County Visitor & Convention Bureau held a filming of the "Still Pristine" national television advertising commercial involving national weatherman Willard Scott on Wednesday, June 30 on the beach front at Bowditch State Park.

Lee VCB aired its eighth of nine, 30-second television spots to address consumer misperceptions and reassure visitors that the Gulf oil spill is not affecting the area's coastline and islands.

The ads, which feature a traveler on a nine-day vacation experiencing a different part of a Southwest Florida destination every day, have been filmed, edited and aired each day from June 21-25 and June 28 to July 1. The commercials are airing on The Weather Channel as well as in major in-state markets.

Article Photos

National weatherman Willard Scott and actor Dan Aho film a segment of a national advertising spot at Bowditch Point Park on Fort Myers Beach. The campaign is part of a marketing program by the Lee County Visitor & Convention Bureau.

Scott, who lives in Sanibel for five to six months out of the year, made a cameo appearance in the innovative advertising spot in what the Lee VCB says will "help sustain visitation, protect the area's tourism economy, and correct misconceptions regarding the spill's impact on the destination, which remains completely untouched."

"I want to promote everything we can for the good down here," said Scott. "Come and see us. One picture is worth a thousand words. The water's fine, the beaches are fine and the only thing the beaches need is people. And, you can get great deals (on places to stay)."

Scott, who has made his winter home in Southwest Florida since 1972, admittedly likes to kick back when he's in the area.

"I like to take it easy down here and sit on my veranda on the bayou and look at the dolphin and all the wildlife across the way," he said. "Once you get some Florida sand in your sandals, you'll always come back."

Lee VCB Executive Director Tamara Pigott said the quick filming process for the campaign called "FreshTV" takes less than two hours to film and about the same time to put together for the ad.

"They shoot for literally about 1 1/2 hours, and by 10 a.m. I have a spot to proof," she said. "The main objective of the ads are to protect the local tourism industry economy. It's a $2.6 billion industry, and we're doing this to protect the 53,000 people who are employed in this industry."

According to Lee VCB, the Beach spot will be aired locally this evening on Channel 7 between 6:30 to 7:30 p.m. during ABC World News with Diane Sawyer and nationally on The Weather Channel between 4-7 p.m., 7-9 p.m. and 11 p.m. and midnight. The segments can also be watched in Florida cities Miami, Orlando and Tampa from 6 to 630 p.m.



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