Doug Burford is at it again.

The veteran adman and relentless Richmond cheerleader is digging into his own pocket to promote another idea for boosting the hometown.

This time, he’s getting some help from local television folks.

You might have seen the commercial:  “Hello, Richmond.  Please invite your out-of-state friends to spend 400 years with us.”

Burford figures the 400th anniversary of Jamestown’s founding presents a great chance to introduce Richmond to the world, because a lot of folks will be passing by next year.

“We don’t have the money to run something on the History Channel or the national networks,” he said “My idea was to take the million people in this area and make them into walking, talking testimonials for Richmond.”

Burford has come up with a thousand ways to sell Richmond.  A lot of them never got off the ground.

“I’m like Patton without tanks.  I keep moving ahead, but nobody’s following.”

Well, not always.  Burford Co. Advertising is known for its heart-touching commercials for the Christian Children’s Fund, its quirky ads for innumerable local businesses and its funny founder, who never says never.

Burford made the 60-second spots this summer and paid the production costs himself, with help from a few friends.

Next, he needed a way to get them on the air.  That's where the local TV folks jumped on board.

The commercial has been running – at no charge – on Channels 6, 8, and 12, as well as Comcast Cable.

“We liked the concept – bring your family and friends to Richmond,” said Peter Maroney, general manager of WTVR Channel 6.  “We think that’s a great idea.  We’d like to see it get off the ground.”

Plus, Maroney just liked the commercial, even if it didn’t cost a fortune to make.  “We thought the creative was very good on the spot.  We’re giving it a pretty healthy schedule, including some primetime spots.”

Burford’s unofficial campaign should complement the marketing efforts by Richmond Region 2007, a nonprofit group promoting the area in connection with the Jamestown celebrations.

Burford estimates his commercial cost at least $25,000 to make the spot, including the money and time spent producing it.  The combined value of the air-time being donated could stretch will north of six figures, he said.

The commercial mentions Patrick Henry, Thomas Jefferson, and L. Douglas Wilder and proclaims Richmond as “America’s Most Historic City.” 

That’s one of Burford’s favorite lines.