2017 leisure integrated marketing program · strategy: create a fully-integrated, highly-targeted...
TRANSCRIPT
AUDIENCE GROUPS TARGETS:
• Young families - A25-45, HHI $50K-$150K, married, children in HH
• Active singles - A21-35, HHI $35K-$100K, most not married
• Modern matures - A50+, HHI $100K+, married, no children in HH
TARGET MARKETS:
• Primary - Des Moines, Omaha, Wichita
• Secondary - Lincoln, St. Louis, NW Arkansas
• Activation - Chicago
LEISURE CAMPAIGN OVERVIEW - OMNI-CHANNEL APPROACH
MEDIA TACTICS
• Television & Online Video • Digital Radio
• Royals Radio Network • Display and Rich Media
• Full-Color Magazine Print Ads • Email Marketing
• Summer Getaway Guide • Media Relations
• Social Media
*Additional tactics used in the campaign fell outside the scope of this study.
Visit KC • 1321 Baltimore Ave., Kansas City, MO 64105 • 816-691-3800 • VISITKC.COM • #HowWeDoKC
2017 LEISURE INTEGRATED MARKETING PROGRAM
Objective: Increase overall and incremental leisure travel (overnight hotel stays) to Kansas City by attracting first-time visitors, increasing length of stay and encouraging repeat visitation.
Strategy: Create a fully-integrated, highly-targeted marketing campaign utilizing television and digital radio, online banner ads, magazine print ads, direct mail, e-mail, mobile marketing, search engine marketing, social media and media relations.
LEISURE MARKETING GOALS
Visit KC completed the second year of its elevated marketing approach. In 2016, Visit KC began employing an always on digital strategy and target-ing audiences both demographically and psychographically using adaptive content customized to travelers’ individual interests using analytics.
Compared to both historical averages and industry norms, the 2017 campaign delivered effective and efficient results. Over-all, the increased amount of incremental spending delivered an ROI of $85—the third highest return generated in the 10 years Visit KC has measured marketing and media campaign returns, and much better than the historical average of $71.
ROI was $85
Visit KC’s 2017 Campaign resulted in 85.4k incremental trips
Incremental room nights totaled 233k
$71.7 million in incremental travel spending
Study measured all media investments expended through Sept. 8, 2017 and visits that occurred through early Oct. 30, 2017. Source: H2R Market Research
TOTAL MEDIA BUY: $839,801Seven media markets, spanning six states
REGIONAL MARKETING CAMPAIGN
MEDIA KC AD VISITING PARTY UNIQUE NO. OF EST. PERSONMARKET AWARENESS HH SIZE VISITS VISITS TRIPS
Chicago 27% 105,100 2.5 259,600 2.1 556,300
Des Moines 57% 98,400 3.4 332,400 2.1 713,700
Lincoln 58% 93,700 2.8 266,000 2.3 611,500
NW Arkansas 34% 59,400 2.7 158,900 2.0 313,000
Omaha 60% 156,200 3.5 541,700 2.5 1,337,700
St. Louis 39% 186,300 3.2 597,800 2.2 1,304,300
Wichita 65% 194,800 3.5 687,900 2.8 1,904,400
Total (AVG.) 37% 894,000 (AVG.) 3.2 2,844,300 (AVG.) 2.4 6,740,800
CAMPAIGN PERFORMANCE 2013 2014 2015 2016 2017
Incremental Trips 109,900 99,000 95,400 70,900 85,400
Avg. Party Size 3.2 3.1 3.5 3.1 2.4
Avg. Room Nights 2.1 1.3 1.4 2.1 2.9
Incremental Room Nights 219,000 202,000 225,000 164,000 233,000
Incremental Visitor Spending $71.2M $71.4M $78.3M $60.6M $71.7M
Media Expenditures $1.10M $0.98M $0.97M $0.65M $0.84M
Campaign ROI $65 $73 $81 $93 $85
2017 LEISURE AD IMPRESSIONS
MEDIA TYPE JAN FEB MAR APR MAY JUN JUL AUG SEPT TOTAL
DIGITAL 4,483,161 3,819,291 4,931,700 8,681,971 22,377,609 29,996,370 9,518,907 41,684,636 14,712,871 140,206,516
MAGAZINE & PRINT - - - - - - 7,793,631 941,109 3,171,000 4,112,109
RADIO - - - 190,656 190,656 190,656 190,656 190,656 190,656 1,143,936
TELEVISION - - - 2,121,000 2,121,000 - - - - 4,242,000
TOTAL 4,483,161 3,819,291 4,931,7000 10,993,627 24,689,265 30,187,026 17,503,194 42,816,401 18,074,527 157,498,192
CAMPAIGN RESULTS• The campaign reached 1.8 million traveler households.• Travelers found the ads appealing, with 52% rating the ads positively. (Industry norm: 60%)• Visit KC’s ads inspired 49% of travelers to search online for information and 31% to VisitKC.com.• Travelers from Wichita (59%) had the highest levels of ad awareness among target markets.
• Visit KC maintained marketing efficiency as the average cost per aware travelers was $0.47.• 48% of travelers saw or heard a Visit KC ad of some kind.• Air travel continues to creep upward and now accounts for 15% of Kansas City’s visitors. Likewise, it is not surprising that air travel is driven primarily by those traveling from Chicago (27%).
PREPARED BY H2R MARKET RESEARCH
ADVERTISING AWARENESS BY MEDIUM40%
35%
30%
25%
20%
15%
10%
5%
0%Television Streaming
RadioBroadcast
Radio(Royals)
Digital Banners
DirectMail
LeisureE-mail
Print Ads
Paid SocialMedia
I I I I I I I I
17% 17%
27%
20%22%
10%
14% 15%