The way I get rid of outlines is by the following:

click delete
select the edge of the landmass (it will show 2 objects selected)
right click
choose combine -> Not
right click
choose More -> Fill Style
right click to bring up the fill style dialog
find and select the fill style of your land mass (not the outline) (should be land dark green bitmap for default CC3 overland template)
click ok (should now show one object selected)
right click
do it
redraw
landmass should now be unoutlined.

to make sure you're applying the glow effect to the right sheet. once you get the landmass unoutlined. Go to the Draw menu...choose draw like...then select your unoutlined landmass. Your sheet, layer, color, fill style, and current tool should all now be the same as the landmass...right click to cancel the draw operation...note the current sheet...go to sheet effects and select that sheet and apply the glow to it.