Metropolitan Tucson Convention & Visitors Bureau Web Campaign
New Media Case Study
Background:
The Metropolitan Tucson Convention & Visitors Bureau has depended
on LP&G for many years to assist in its goal of drawing tourists
and business meetings to Southern Arizona. As the importance of the
Internet to tourism became apparent, LP&G integrated the Web into
its overall marketing strategy. At the same time, the site was built
to streamline services to visitors and members alike, allowing the
MTCVB to provide more information at lower cost.
Goals:
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Brand Tucson as a top leisure and meeting destination
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Increase unique visitors to www.visitTucson.org
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Build database by creating opt-in lists for people
interested in receiving more information about Tucson
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Generate meeting planner leads
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Save staff time and money by automating select
functions and services
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Provide accountability to stakeholders by having
accurate and trackable campaign results
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Strategies and Tactics:
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Developed consistent look for Web site and Web
marketing materials, and built in functionality and flexibility
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Researched and identified top interests of leisure
travelers visiting Tucson
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Used database to develop geographic, demographic
and interest-based profiles of customers
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Added content to match leisure audience interests
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Promoted site through traditional media
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Developed partnerships with Yahoo! and Condenet.com
to increase exposure
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Promoted contests to capture database information
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Sent e-mail blasts promoting specific niche interests
(such as: Major League Baseball spring training, spas and resorts,
seasonal specials, golf) to both existing database and purchased
lists
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Results:
Results greatly surpassed the projected goals of the project.
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Database of e-mail contacts grew 82% in one year
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Unique Web site visitors increased by 55% in one
year
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Condenet.com on-line partnership campaign resulted
in over 6,000,000 ad impressions during the three-month campaign
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Seasonal campaign promoting tucsonsupersavers.com,
a lodging reservation program, exceeded goals by booking over
2,600 room nights. The campaign added an estimated $500,000
during the slow summer season, part of which the bureau kept
as commission
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One targeted meeting planner e-blast contest resulted
in 54 leads, 24 bookings, and a estimated $2 million economic
impact
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Internet marketing was the source of 47% of all
meeting planner business booked in 2002
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You can visit the current MTCVB website at www.visitTucson.org.
LP&G has been working with the MTCVB since 1995.
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