Metropolitan Tucson Convention & Visitors Bureau Summer Campaign
Advertising Case Study
Background:
Tucson's travel-related businesses suffer a reduction in customers
during the summer. In response, the MTCVB conducts an annual marketing
campaign to encourage travel and help its members generate revenue.
Goals:
|
|
Summer Campaign objectives:
|
|
•
|
Increase tourism traffic in the summer
|
|
•
|
Increase sales at MTCVB member businesses
|
|
Secondary objectives for 2001:
|
|
•
|
Demonstrate to members that the MTCVB is driving
customers to their businesses
|
|
•
|
Promote and utilize the Web site
|
|
•
|
Decrease cost of producing fulfillment pieces
|
|
Strategies and Tactics:
|
|
•
|
Promoted summer discounts as a consumer benefit,
through the campaign "Online Savings, Offline Fun."
|
|
•
|
Created special coupon area on Web site where
consumers could browse and print coupons specific to their interests
|
|
•
|
LP&G negotiated a highly effective and efficient
mix of media, with numerous added-value perks from various outlets:
|
|
|
|
Radio - traditional schedule and on-line promotion
with trip giveaway
|
|
|
|
Traffic reports
|
|
|
|
Cable TV - $8,850 value was given to the MTCVB
at no cost
|
|
|
|
Outdoor
|
|
|
|
Theater - on-screen at IMAX, AMC & Harkins
Studios
|
|
|
|
Arizona Republic special Tucson insert with additional
free editorial and print ads
|
|
|
|
Ads in regional publications like AAA Highroads
and America West Airlines magazine
|
|
|
|
Local promotion - Tourism Night at Tucson Sidewinders
game
|
|
Results:
|
|
•
|
Requests for information increased more than 500%
over all previous campaigns
|
|
•
|
Over 13,450 specific information requests were
received, compared to 2,500 average in years past
|
|
•
|
Direct referrals to Web site were over 11,800
(a special URL was used to track responses)
|
|
•
|
More than 34,700 on-line coupon pages were printed
|
|
|
|
