 |
|
|
California Tourism contracts with independent research consultants to measure the effectiveness and return on investment (ROI) of major advertising campaigns. Strategic Marketing and Research, Inc. (SMARI) has evaluated CTTC ad campaigns since 2003. In December, CTTC received results from Phase 2 of the spring 2008 TV and print ad campaign, and Phase 1 of the fall 2008 TV and print ad campaign.
ROI Highlights
The spring 2008 TV and print advertising campaign generated:
- 2.9 million incremental trips
- $4.7 billion in incremental travel spending
- $310 to $1 return on investment in terms of total economic impact on the state
- $305 million in tax revenue directly attributable to the $15.2 million media campaign
- $20 to $1 return on investment in terms of state tax revenue
Reach & Effectiveness
The fall 2008 TV and print ad campaigns generated:
- 70% recall among targeted households
- 89% recall among targeted households in Primary Markets
- $0.20 cost per household reached – compared to national average of $0.50
- 38% recalled seeing more than one campaign element
- Strong scores of 3.5-3.8 on a scale of 5.0 for ad effectiveness in terms of generating travel interest and delivering messaging
- More positive images of state among brand aware as measured on a 5 point scale (increases range from 0.1- 0.3)
- Likelihood of travel 5.2% higher among ad aware than non-ad aware
|
|
|
|
Click here for more information about CTTC brand advertising results. |
|
