By Kate Reardon
Herald Writer
TULALIP — Television is a natural way to reach a large viewing audience. That’s why the Tulalip Tribes filmed four commercials thanking the community for its support of their casino and their economic development efforts.
The 30-second spots are playing in millions of Puget Sound area households.
The commercials began airing on local stations in Western Washington last week and will continue for about a month, said John McCoy, the tribes’ governmental affairs director.
"We know the community members are supporting us, and we’d like to thank them," McCoy said.
The commercials, a first for the Tulalips, are being shown on local cable and channels 4, 5,7, 11 and 13.
"Although we may be targeting the area within a 50-mile radius of the reservation, the TV stations (also) are broadcast into Western Montana and Alaska," McCoy said.
The commercials were filmed locally with members of the Tulalip Tribes and highlight recent tribal accomplishments.
The Puget Sound media market includes about 4 million households, said Ron Dotzauer, chief executive officer of Northwest Strategies.
"It’s good penetration," said Dotzauer, whose firm was hired by the tribes to create the commercials. "We wanted a broader audience. Frankly, we got a better bang for the buck."
The commercials come two months after leaders in the city of Marysville told The Herald they were concerned consumer dollars were being drawn away from the city. Marysville officials said at that time they believed the tribes’ Quil Ceda Village development along I-5 was contributing to a fallout in sales tax revenue. The city has launched a study to create a strategy to attract new businesses.
Besides a Wal-Mart and Home Depot, the Tribes also are building a new casino in the area, scheduled to open in March 2003. Plans for the property include more retail space, a water park, a fun center and government office space.
Dotzauer said the ads have been in the works for about a year and have nothing to do with Marysville’s concerns.
"The (tribal) council wanted to explain to the surrounding community how they have been putting their resources back into the community," Dotzauer said.
The first ad features tribal member Tracie Stevens, who carried the Olympic torch this year, and chairman Herman Williams Jr.
They talk about the 300 jobs created at Quil Ceda Village stores, environmental stewardship, charitable donations and youth programs.
The second spot, which hit the airwaves this week, features tribal environmental specialist Daryl Williams. He talks about a recently restored creek, protection of forestland and creating more parks.
The third ad will talk about community investment, and the fourth will focus on the future of the Tulalip Tribes.
"With your continued support, we’ll keep building a strong economy and strong communities," McCoy says in the fourth ad.
On average, the ads will run six or seven times a day during prime time, news hours and public affairs programming, Dotzauer said.
"I don’t believe any of the tribes in the state of Washington have done advertising like this," he said. "Rarely do you see it anywhere in the country."
The ads can also be viewed on the Tulalip Tribes Web site at www.tulaliptribes.com.
You can call Herald Writer Kate Reardon at 425-339-3455
or send e-mail to reardon@heraldnet.com.
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