Nevada Commission on Tourism launches varied ad campaign to lure summer travelers
Apr 28, 2010
CARSON CITY, Nev. — Nevada is launching a new summer ad campaign aimed largely at the massive online and television markets to entice visitors to the Silver State, Lt. Gov. Brian K. Krolicki, Nevada Commission on Tourism (NCOT) chair, announced today.
“Our goal is to convince spring and summer travelers that Nevada is their best bet to experience an unforgettable vacation for outstanding value,” Krolicki said. “We’re taking our ads to the busiest marketplaces, where potential travelers spend the most time and are more likely to be influenced.”
NCOT is using a marketing strategy that proved successful in the winter ad campaign, integrating a variety of media, such as television ads in mostly West Coast markets convenient to driving, Google In-stream video, online banner ads, mobile ads for BlackBerrys and iPhones, search engine marketing and print ads in national travel magazines.
“Consumers are starting to make summer vacation plans, and Nevada’s campaign, hitting online, TV and print, is designed to capture their attention wherever they go for information and direct them to discover some of the world’s greatest attractions,” NCOT Director Dann Lewis said.
Google’s marketing research shows that people between ages 25-54 spend 15 hours a week, or 30 percent, of their media time online; 17 hours, or 34 percent, watching TV; nine hours, or 18 percent, listening to radio; and only four hours, or 8 percent, of their time reading print publications.
Nevada’s summer campaign, tailored to fit evolving media exposure patterns, devoted 39 percent of its budget to online advertising, 54 percent to television, 6 percent to print and 1 percent to mobile websites geared for iPhones, BlackBerrys and similar devices.
NCOT’s winter campaign increased public awareness of Nevada as a visitor destination from 32 percent in 2009 to 39 percent, a significant rise during national economic uncertainty. Nearly 40 percent of consumers in the targeted markets claimed to have seen at least one of the ads.