Tourism Campaign Returns $15 for Every Ad Dollar
COLUMBUS, Ohio -- Ohio's 2012 "Too Much Fun for Just One Day" advertising campaign resulted in a 15-fold return on investment for the Buckeye State, the state tourism office reports.
Comparatively, the return on investment -- budget for advertising -- in 2011 was $14 and $13 in both 2010 and 2009, according to David Goodman, director of the Ohio Development Services Agency.
Research conducted by Longwoods International on behalf of the Office of TourismOhio also showed that 2012 advertising efforts generated some $427 million in new visitor spending resulting from an estimated 2.5 million trips.
Total taxes Ohio received as a result of the state’s tourism marketing campaign were estimated at nearly $30 million for 2012 with approximately $12.4 million of that going to local taxes and $17.4 million to thestate treasury. For every $1 spent in marketing Ohio as a tourism getaway, Ohio received $9 in state taxes and $6 in local taxes.
“Since the inception of our “Too Much Fun for Just One Day” campaign, we have focused on highlighting unique Ohio experiences and affordable getaways,” said Pat Barker, state tourism interim director. The campaign is heavily focused on reaching key out-of-state travelers within driving distance of Ohio through a program that uses print, broadcast, online and social media to encourage families to extend their stay in Ohio an extra night.
Published by The Business Journal, Youngstown, Ohio.
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