The drive is part of TIA’s yearlong “Change the Debate” campaign that targets voters in Orlando FL and Las Vegas, areas that depend highly on travel-related business. Voters in these areas will be asked to grade each candidate’s acceptance speech based on how well he addresses issues of interest to the travel community.

TIA's initiative involves a series of print ads in each market supported by an Internet grading system. The first print ad will establish the issue for Orlando and Las Vegas voters with the message “We are listening” aimed at the candidates. The second ad will read “We’ll be listening ... and grading” the candidates’ convention speeches. The third ad will be the report card that viewers can use to assign a grade to each candidate’s speech.