Executive aims to raise Richmond’s historic profile

Much like Don Quixote fighting for his lady's hand, local advertising veteran Doug Burford is leading a one-man campaign to get the Richmond area known as America's most historic city.

"I may be the only one who believes it can be done, but we have the greatest product in America to sell, and that product is history," he said.

Burford, president of Richmond-based Burford Company Advertising, believes the area is underselling its historic significance.

He thinks that if the general public were to know how much history there was, tourists would flock.

His plan is to create the type of grass-roots buzz that only comes from discussion.

Such cities as Philadelphia and Boston can argue that they are the country's most historic places. But Burford believes Richmond making a play for the title will create a conversation that eventually will draw visitors.

"By the time Richmonders begin informing the rest of the world of our new status, scholars, reporters and history buffs will begin writing articles challenging our statement," he said. "The verbal battles will create millions of dollars' worth of free publicity."

Burford believes that publicity can benefit the area fiscally.

"By increasing tourism, we will create thousands of new jobs, increase our tax revenue and see business flourish," he said.

The Richmond region saw about 5.75 million visitors in 2008 who spent $1.84 billion, according to the Richmond Metropolitan Convention and Visitors Bureau.

Burford thinks the area can do better. He is approaching business and community leaders to help raise money to start an advertising campaign. The ultimate goal is to get commercials on The History Channel.

Burford already has created print ads and has written a TV commercial that has yet to be produced.

Suzanne Hammelman, chief communications officer overseeing the grass-roots practice for the Hawthorn Group, an international public-affairs firm based in Alexandria, said in a speech this year that the campaign has to have several components.

"Creating an integrated campaign that includes traditional and new communication tactics to ensure that people are hearing about your issue from all sources is essential to rising above the fray," she said.

Contact Louis Llovio at (804) 649-6348 or .