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WILLIAMSBURG — Research shows that advertising campaigns drove nearly $832 million in travel costs to the Williamsburg area over a 10-month period.
On Tuesday, SMARInsights President David Seiferth gave a presentation on advertising effectiveness at the Williamsburg Tourism Council meeting in January.
The Tourism Council invested $11.5 million in advertising from January to October last year, ultimately impacting more than 430,000 trips to the Williamsburg area and spending from those trips was $831.99. $3,778 million. This equates to a visitor spending of $73 for every dollar spent on advertising.
Visit Williamsburg CEO Victoria Cimino said at the conference:
Destination marketing accounted for just over 88% of Tourism Council spending in 2022. Visit Williamsburg’s marking activities that promote the Historic Triangle include television campaigns, social media campaigns, influencer partnerships and digital advertising.
SMARInsights, a provider of market insights and research focused on travel and tourism research, collected data through online surveys and completed a total of 1,701 studies.
Markets surveyed include Boston, where Visit Williamsburg expanded its marketing efforts in 2022, and New York, which accounted for more than half of ad-influenced visitor spend in Williamsburg from January to January 2022. , which includes significant regions along the east coast. October 2022. Visit Williamsburg markets and travel across the country.
[ Historic Triangle looks to boost tourism and attract more visitors from up north ]
The data shows that ad-influenced trips increased by 39%, and ad-influenced visitor spend more than doubled. The increase in average visitor spending, driven in part by inflation, was due to visitors from New York spending more on travel.
The Williamsburg Tourism Council is a governmental organization created by statute through the 2018 General Assembly. As a public entity, the council is funded through sales taxes, temporary occupancy taxes, and budget appropriations from Williamsburg, James City counties, and York counties.
The presentation also noted that advertising reached 10 million households last year. That’s more than double his 4.4 million households in 2021. This was partly due to a 24% increase in media budgets, which also used funds from the American Rescue Plan.
Sian Wilkerson, sian.wilkerson@pilotonline.com, 757-342-6616
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