December 20, 2012

Study shows 80:1 return on investment from advertising campaign

TOPEKA–Some people think Kansas is a well-kept secret, but the Division of Tourism of the Kansas Department of Wildlife, Parks and Tourism (KDWPT) doesn’t keep quiet about trumpeting the virtues of our state. According to an independent study, the state’s “There’s No Place Like Kansas” marketing campaign generated 133,400 additional visitors to Kansas and contributed $73.5 million to the Kansas economy, yet cost only $915,400 – a return on investment (ROI) of $80 for every dollar spent. The KDWPT Division of Tourism directed the campaign, and an independent research company, H2R Market Research, conducted the study.

The campaign ran between July 1, 2011 and June 30, 2012. It used television, print, online and digital advertisements and reached 1.84 million people in seven states: Nebraska, Missouri (including St. Louis), Arkansas, Oklahoma, Colorado and Iowa. A sample of the television ads can be viewed on YouTube at http://www.youtube.com/user/travelks.

“This campaign focused on the unique and surprising experiences visitors can enjoy when they visit Kansas. The study shows that investing in tourism marketing pays big dividends and that tourism is an important part of the Kansas economy," said KDWPT Secretary Robin Jennison.The campaign did not spend state general taxes. Instead, it was funded with dollars from Economic Development Initiative Funds (EDIF) generated through the Kansas Lottery and eight community partners that contributed $20,000 each: Dodge City Convention and Visitor’s Bureau (CVB); Hutchinson CVB; Kansas City CVB; Lawrence CVB; Manhattan CVB; Visit Salina; Visit Topeka and Go Wichita.

“We believe it is essential to partner with statewide industry leaders to maximize the many and varied programs of the Kansas Tourism Division,” said Becky Blake, Kansas Tourism Director. “Our advertising partners help stretch our limited funds, enabling all of us to create excitement about Kansas far beyond the state’s borders.”

“Based on advertising effectiveness studies we have conducted over the last three years for state tourism offices and destination marketing organizations, Kansas’ ROI of 80:1 is well above the industry average,” said Jerry Henry, president of H2R and widely-respected expert with nearly 30 years of travel and leisure research.

The Kansas tourism industry employs one of every nine Kansas citizens in jobs that stay in the state and can’t be sent to another state or oversees. Tourism is the third largest private sector employer in Kansas.
For more information or a summary of the report, visit www.TravelKS.com, or call 785-296-2009. Find Kansas on Facebook at www.facebook.com/TravelKS and on Twitter at @TravelKS.
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