Fredericksburg Area Tourism Advertising Campaign
Shows Direct Benefit to Localities, Travel Industry
November 18, 2004
Contact: Karen Hedelt, 800-260-3646
The Fredericksburg Area Tourism television advertising campaign has shown positive impacts to the coffers of the three participating governments and to the local travel industry. The benchmark study released in November indicates the campaign has demonstrated benefit to the region.
The study, by Longwoods International, a Toronto-based travel research firm, shows that between April, 2003, and July, 2004, 134,000 travelers were influenced by the campaign's three television commercials to visit Fredericksburg. Those visitors generated $12,578,000 in spending at Fredericksburg area businesses, which is about 10 percent of the area's total tourism economy. Those sales generated $685,000 in tax revenue to the City, Stafford, and Spotsylvania.
The Longwoods study, commissioned earlier this year by Fredericksburg Area Tourism, a tourism marketing initiative between the City of Fredericksburg and Spotsylvania and Stafford Counties, also showed visitor spending totals of $24.20 for every advertising dollar spent. The tax revenue return to the localities per invested advertising dollar was $1.32.
"The return on investment figure is a very encouraging benchmark. It shows clearly that the campaign is delivering efficient results but also creates a solid performance measure to compare against in the future. It definitely provides a positive response to justify and solidify this marketing partnership," observed David Holder, director of Tourism and Business Development for the City of Fredericksburg.
The study also showed the television campaign created intention of 400,000 additional tourists to visit from the targeted Washington DMA. Those who saw the Fredericksburg area advertising were favorably influenced with 52 percent stating the Fredericksburg area was "a place they'd really enjoy visiting."
Longwoods surveyed 1,077 people in the Washington, D.C., DMA to measure the advertising commercials created by Fredericksburg Area Tourism in 2001. The study showed the campaign had positive impact on some of the strongest travel motivators, including excitement, adult atmosphere, sightseeing, and popularity.
However, the study noted some shortcomings in the campaign, with just 18 percent of the market aware of the Fredericksburg area as a tourism destination. The survey showed appreciable opportunity to further develop the Washington market beyond Fredericksburg Area Tourism's current efforts.
Ironically, even though the Fredericksburg area registered strong in such categories as Civil War and affordability, those are relatively weak travel motivators. When asked about some of the top destinations of choice within a four-hour drive of the Washington, D.C., area, Fredericksburg fared poorly, placing 24th on the list behind beach destinations, small cities and towns such as Williamsburg, Gettysburg and, Charlottesville, and large cities, such as Philadelphia, New York City, and Baltimore.
A vital aspect of the Longwoods study was identification of viable future markets for the Fredericksburg area. The Longwoods group does an annual national survey, "Travel USA Monitor," that identifies a touring market segment that closely fits the profile of the Fredericksburg area's visitor. The Fredericksburg region's assets, such as historic areas, small towns and villages, shopping, landmarks, and historic sites very closely fits the touring market. This market is slightly older and better-educated than the average tourist.
Longwoods identified additional geographic markets that have a profile of residents that would likely be receptive to visiting a destination with assets such as those in the Fredericksburg area. These markets are slightly further away, which would induce a higher yielding overnight or multiple nights stay in the region. The study even showed markets where Fredericksburg could stretch its marketing dollars further. Those markets will not be publicly identified so Fredericksburg Area Tourism can maintain the benefit of its investment in the Longwoods research.
In the next several weeks, a firm associated with Longwoods, Geo.dentity, will provide a brand identity that Fredericksburg Area Tourism will use to more closely align its assets to the desires of its potential visitors.
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