Creative Concepts Media + Marketing: State: Research shows $31-for-$1 return on tourism ads

Posted by: Northern Nevada Business Weekly

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September Case Study

Nevada Commission on Tourism

The Nevada Commission on Tourism’s mission is to increase tourism to Nevada through an aggressive marketing and advertising campaign to generate revenue for the state of Nevada. Creative Concepts implemented a television campaign utilizing a thirty-second commercial provided by the NCOT plus negotiated additional vignettes and promotional announcements produced by the individual stations.

The November 2, 2009 – January 31, 2010 television schedule was implemented with the following strategy and objectives: Adults 25–54, passionate skiers/riders, travel to ski destination in the past year, HHI $75,000+, active, outdoor adults; obtain all research available (Scarborough data, Qualitap and Media Audit) and match our target audience with the highest index rated television programming that best reaches our overall target.

To achieve the most effective (yet not always the least expensive) gross impressions possible we ran first-run, top-tier programming, appointment television, sports (including ski, snowboard, Dew Tour, College football and more) and news to deliver the NCOT message. As an added element in each market we were able to secure bonus 30-second commercials, on-air and online promotions and news features that highlight Nevada as a premier travel destination.

Read more about the results of our Spring 2010 Campaign.

Wednesday, September 8, 2010

State: Research shows $31-for-$1 return on tourism ads