Ocean City has received the "Best Continuing Campaign Award" from Maryland tourism officials for its popular "Rodney the Lifeguard" ad campaign.
The Rodney the Lifeguard character was created by the resorts Baltimore-based ad agency, MGH. In just its second year, the $4 million campaign has been credited with helping Ocean City increase tax revenues in both the hotel and restaurant industries, despite a lagging economy and a time when thousands of people were canceling their vacations altogether.
The mascot "just resonates with people," Tourism Director Deb Turk says. "He really stands out and he compels people and actually invites them and tells them that they need to go on vacation."
Rodney's allure also drew record numbers from the New York and New Jersey markets.