2016 Advertising Effectiveness & ROI

December 2016

The Wyoming Office of Tourism (WOT) made considerable changes to its leisure marketing in 2016. There was a new agency, along with new creative, media, and market strategy.

In order to be accountable for the resources invested in these efforts, WOT has retained Strategic Marketing & Research Insights (SMARInsights) to measure the reach and impact of its marketing.

The specific objectives of this seasonal awareness research are to:• Measure the reach of the advertising among a targeted audience; • Evaluate the effectiveness of the marketing through SMARInsights’ cost-per-aware household

benchmarking; • Understand the overlap and potential impact of multiple media;• Determine the ability of the creative to communicate desired messages, again using SMARInsights’

destination marketing organization (DMO) benchmarking;• Assess the ability of the advertising to improve the image of the state, motivate interest in visiting,

and increase visitation;• Calculate the number of influenced trips, visitor spending, and return on investment of the media

campaigns; and• Forward insights into future refinement of the marketing.

Background

2

SMARInsights has developed a research methodology based on how consumers make their travel decisions. The graphic outlines each step of the process and the measures used to evaluate the effectiveness of a destination’s marketing efforts.

Methodology

For the past 10 years, SMARInsights has measured the WOT advertising through a two-wave process. The first five steps of the process were evaluated immediately at the conclusion of the paid media, and a second wave evaluated the final four steps, including travel, after consumers had a chance to visit.

In order to expand the sample size measuring travel, the 2016 campaign was evaluated through a single wave of research.

Because of this, the following report summarizes the impact on all stages of the process.

3

12

3

4

56

7

8

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SMARInsights’ advertising effectiveness methodology requires respondents to view the actual advertising in order to gauge awareness, so we developed and programmed an online survey. National sample vendors provided a survey link to potential respondents.

WOT placed media in target markets but also had RFI TV, digital, and print that could reach a national audience. Quotas were established in the spot markets with the largest media buys, including Chicago, Seattle, Portland and Minneapolis. Although there also was targeted spending in Kansas City, Salt Lake City, and Denver, no individual quotas were set for these markets, and the completed surveys and associated spending are considered part of the national market.

Methodology

In order to qualify for the survey, respondents had be travel decision makers who regularly take overnight leisure trips of at least 50 miles from home. In addition to qualifying households as leisure visitors, WOT has a specific target audience for the campaign: those between the ages of 25-54, with incomes more than $75,000 who self-identify as holding adventure as a core human value as defined by Mediamark Research Inc (MRI) – i.e., learning something new, exploration, curiosity and living in the moment. Of the more than 3,000 completed surveys, 660 met this media target criteria.

Upon completion of data collection, the results were cleaned, coded, and weighted to be representative of the population.

The following report summarizes the results of the survey. The questionnaire and the ads tested appear in the Appendix to this report.

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Market Completed Surveys

Chicago 514Seattle 508Portland 508Minneapolis 507National 1,072Total 3,109

Wyoming changed nearly every component of its marketing for 2016, and it paid off considerably. The result is more than $1.2 billion in influenced visitor spending and comes at the same time there was less investment in the summer campaign. This returns $275 in visitor spending for every $1 invested in paid media, an increase in ROI of 36%.

Insights

5

931,809

Influenced trips

9.6%

$1.2 billion

Influenced visitor

spending

3.4%

$275

Return on investment

36%

Wyoming shifted the market selection strategy from one focused on a little investment in a number of targeted markets to one that invested significant resources in four spot markets but heavily invested in efforts to reach a national audience. This was the key to this year’s success. The campaign delivered multiple messages to a national audience, resulting in a significant increase in incremental travel here.

Of the spot markets targeted, there seems to be an opportunity for even further refinement. Chicago is a very mature market and has seen drops in influence for the past few years. While there was some incremental travel this year, it is likely the targeted investment could be pulled back even further.

Market Insights

Media Mix

Creative

Targeting

Markets

The campaign generated more than $49 million in taxes for the state, more than has been attributable to WOT’s efforts for at least the past 10 years.

SMARInsights evaluates hundreds of destination marketing campaigns and has found the key to success is finding the right mix of markets, media, and creative. However, Wyoming’s targeting of the Adventure Traveler was just as important to the successes of the 2016 campaign.

In only its second year as a target, Seattle was the best performer of the spot markets. While continued investment here is likely warranted, the cost per aware household indicates similar levels of recall could be achieved with less investment.

As new markets, Portland and Minneapolis had the lowest return. Given the similarities between Seattle and Portland, continued investment would likely generate increases in influence here. Again the cost per aware household indicates pulling back in targeted investment is warranted for an increase in media efficiency. Given the size of the market, the level of investment in Minneapolis seems to be on target to generate good recall.

One of the most significant changes in the media plan was the addition of national RFI TV. This was successful both at generating national recall and delivering multiple messages to these households. SMARInsights has found that TV is a DMO’s brand builder. So while in previous years digital has delivered tactical messaging, the TV was able to deliver brand-building messaging that had a significant impact on incremental travel.

As DMO marketing becomes more refined, there has been a move to invest an increased portion of the digital into retargeting. While there is value in delivering additional messaging to those considering a trip, the concern is that the budget is being spent talking to consumers already planning to visit.

Wyoming continues to produce some of the best creative SMARInsights evaluates. The new executions are considered to be in the top 10% of all DMO marketing at communicating the intended messages. It is especially effective in communicating to the Adventure target audience. The media focus of this segment was critical to the success of the campaign. Although this audience makes up less than a quarter of traveling households, Adventurers made up 54% of all the influenced trips for 2016.

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Media Insights

Creative & Targeting Insights

Market Insights, cont.

In 2015, the state legislature made a one-time appropriation for the organization to enter the Seattle market. Dollars also were allocated in the winter of 2015-16 to support the state’s role in the “Good Dinosaur” marketing. Combined, this reduced the budget for the summer campaign by nearly 25%.

There was a shifting of resources from spot markets into national, with significant digital and print buys. Newly produced TV spots also were delivered to a national audience via RFI buys on cable and satellite systems.

Portland and Minneapolis were previously targeted as part of a Core group of markets, but for the 2016 buy they received targeted investment for the first time.

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Campaign Overview

SummerCampaign Budget

2014 $5,216,4612015 $5,754,1752016 $4,375,457% Change -24%

Market TV Radio Digital Print Outdoor TotalChicago $205,522 $19,875 $281,889 $507,285Seattle $195,207 $205,522 $244,444 $645,173Portland $144,487 $205,522 $126,667 $476,675Minneapolis $175,015 $205,522 $56,422 $436,959National $471,847 $184,540 $616,565 $993,173 $43,240 $2,309,364Total $986,556 $184,540 $1,438,651 $1,013,048 $752,662 $4,375,457

MARKETING AWARENESS

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The Wyoming Office of Tourism changed both the creative and the target markets with the 2016 summer marketing campaign. The previous Roam Free creative had been in the marketplace for three years, giving it a chance to build recall.

DMOs often see a drop in awareness with the introduction of new creative unless there are more resources allocated to the new effort. For WOT, the new creative had fewer dollars behind it, resulting in fewer overall aware households.

However, there was more awareness of the That’s WY campaign in the national markets than the final year of Roam Free. And with less overall spending, there is a lower cost per aware household, an indication the media placements were more efficient than in 2015.

SMARInsights’ has established a number of benchmarks for DMO marketing based on the evaluation of hundreds of campaigns.

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Overall Awareness

Cost per Aware HH 2014 2015 2016Awareness 41% 33% 30%Aware HHs 39,102,720 33,072,300 30,396,596Media Spending $5,216,461 $5,754,175 $4,375,457Cost per Aware HH $0.13 $0.17 $0.14

2014 2015 2016National 31,453,070 24,153,052 26,702,760Spot Markets 7,649,650 8,919,248 3,693,835

7,650 8,919 3,694

31,453 24,15326,703

05,000

10,00015,00020,00025,00030,00035,00040,00045,000

Thou

sand

s

Total Aware Households

Spot Markets National

30.4 million

39.1 million33.1 million

SMARInsights’ national

benchmark:$0.21

per aware household

For states attempting to reach a national audience, the average cost per aware household is $0.21. With a CPH of only $0.14, the That’s WY campaign was more efficient than the national average.

62%

38%

70%

45%

28%

51% 50%55%

51%

29%

Chicago Seattle Portland Minneapolis National

Recall by Market

2014 2015 2016

WOT shifted resources from spot markets to target a broader audience with RFI TV across national cable and satellite systems. This pushed awareness nationally higher but generated fewer aware households in spot markets.

Chicago is the biggest population base of the spot markets, and the shift in creative resulted in a significant drop in recall. However, of the spot markets, it is the most efficient.

SMARInsights has a separate benchmark for targeting spot markets. Nationally, the average cost is $0.67 in spot markets. Seattle and Portland have strong awareness levels, especially for the first year of a campaign. But their cost per aware household is fairly high.

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Market Awareness SMARInsights’ spot market benchmark:

$0.67per aware household

The population of these markets is considerably less than Chicago, so it is likely some targeted resources here could be pulled back while still maintaining similar levels of recall. This would bring the cost per aware household more in line with the national average for spot markets.

Market Chicago Seattle Portland Minneapolis NationalTargeted HHs 3,062,498 1,587,875 1,016,417 1,523,803 93,043,586Recall 51% 50% 55% 51% 29%Aware HHs 1,566,998 800,189 554,228 772,421 26,702,760Media Spending $507,285 $645,173 $476,675 $436,959 $2,309,364Cost per Aware HH $0.32 $0.81 $0.86 $0.57 $0.09

Digital media is highly targetable with both contextual and behavioral targeting. However, the introduction of RFI TV has enabled the buy for this medium to also be highly targetable. WOT has identified its target audience as leisure travelers between the ages of 25 and 54, with household incomes of $75,000 and above and who consider adventure as an important personal value. This audience makes up less than a quarter of all leisure travelers, but the media performed very well at reaching this niche target.

While TV, digital, and print had the ability to reach a national audience, radio and outdoor were more limited in their reach. With this, they were the most expensive media.

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Awareness by Media

TV Radio Digital Print OutdoorTargeted HH 100,234,179 2,169,356 100,234,179 100,234,179 7,190,593Recall 26% 18% 29% 28% 24%Aware HHs 26,203,415 387,385 29,239,421 27,598,917 1,702,199 Media Spending $986,556 $184,540 $1,438,651 $1,013,048 $752,662Cost per Aware HH $0.04 $0.48 $0.05 $0.04 $0.44

26%

18%

29% 28%24%

46%

0%

53% 51%

37%

TV Radio Digital Print Outdoor

Recall by Media

Overall Adventure Target

By being exposed to multiple messages, consumers are more likely to bring Wyoming into their consideration set and ultimately travel to the state.

Because of that, media overlap can be influential in generating interest and travel. Again, different media are able to do different things. While resources were invested in five media, only three had the ability to reach the wider national audience. Of those aware, nearly half of all consumers saw three or more. And among the target Adventure audience, the overlap is even greater.

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Media Overlap

30%

19%

23%

15%

47%

67%

0% 20% 40% 60% 80% 100%

Overall

Target Audience

Media Overlap

One Two Three or More

In addition to investing in paid media, additional Wyoming marketing receives resources through PR and social media efforts.

More than a quarter of households in the spot markets are aware of one of these efforts, with one in five national households recalling social or PR placements.

Of those recalling PR efforts, nearly two-thirds recall pieces with information about the National Parks Centennial. Certainly organizations other than WOT were pitching stories surrounding the parks, but these consumers recall a reference to Wyoming as part of an article or story.

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Owned & Earned Media Recall

23% 22% 22%

26%

17%

25%22%

25%

18%20%

Chicago Seattle Portland Minneapolis National

Owned & Earned Media Recall

PR Recall Social Recall

Source of PR Recall % Recalling Article

Celebrating the National Parks Service 100 years 65%Climbing the Tetons, the healing power of nature 29%Wyoming's music scene featuring Americana band Screen Door Porch 21%Wyoming's dinosaur history 19%

While the addition of the owned media does not influence total recall of Wyoming’s marketing efforts much, it does generate additional overlap. Just as overlap of media can influence interest and travel, the more messaging consumers see, often the more a destination rises in their consideration set.

So though paid media dominates Wyoming awareness, there is considerable overlap with the owned or earned components of the marketing program. Of the SMARInsights clients measuring owned and earned media as part of their marketing effectiveness, there is an average overlap of 21% between paid and other sources.

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Total Marketing Recall

31% 32%36%

27% 26%

51% 50%55%

51%

29%

54% 54%58%

53%

31%

Chicago Seattle Portland Minneapolis National

Total Marketing Recall

Owned/Earned Media Recall Paid Media Recall Total Marketing Recall

None60%

Paid Only14%

Owned/ Earned Only

2%

Both24%

Marketing Overlap

CREATIVE REVIEW

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SMARInsights has developed a set of creative benchmarks based on the evaluation of hundreds of DMO campaigns. There are goal ratings that campaigns should attempt to reach. These ratings vary depending on what they are attempting to do –communicate a message or spur a consumer to action.

Wyoming’s creative consistently scores in the top 10% for communicating key messages. The newly developed creative continues that high-level performance. Not only is it some of the best creative SMARInsights’ measures, but it also is especially good at communicating to the targeted Adventure audience.

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Communication Attributes

4.44.5

4.24.4

4.24.4

4.24.3

4.24.3

4.24.3

4.04.2

3.94.2

3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6

With vast landscapes full of endless natural beautyOverall

Adventure TargetTo escape to the comfort of the wide open spaces

OverallAdventure Target

Where I can disconnect from daily lifeOverall

Adventure TargetWhere I can seek adventure

OverallAdventure Target

Where I feel a sense of freedom and releaseOverall

Adventure TargetWhere I can indulge a passion for the great outdoors

OverallAdventure Target

Where I can understand western cultureOverall

Adventure TargetWhere I can reconnect with my family

OverallAdventure Target

Creative Communication Ratings

Average Good(top 25%)

Excellent(top 10%)

Ads show a place…

Impact ratings have slightly different benchmarks as they require an action from the consumer, which is far more difficult than just communicating a desired message. Overall, the ads perform better than average, but they are especially effective at making the Adventure target want to learn more about Wyoming and to visit.

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Impact Attributes

3.8

4.2

3.8

4.2

3.6

4.0

3.0 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9 4.0 4.1 4.2 4.3 4.4 4.5 4.6

Want to visit the state

Overall

Adventure Target

Want to learn more about things to do

Overall

Adventure Target

Want to go to the state website

Overall

Adventure Target

Creative Impact Ratings

Average Good(top 25%)

Excellent(top 10%)

Ads make me…

By understanding what motivates visitors to consider Wyoming and how the state is currently performing, messaging can both appeal to what is motivating and improve the image of the state.

Those activities in the upper right quadrant have both high correlation to interest in visiting and receive strong image ratings. These Strengths to Promote are centered on the mountains and the feelings that the outdoors and peaceful spaces can conjure.

This differs from the lower right quadrant, which focuses on product rather than feeling. This matches well with the direction WOT has taken the creative for the 2016 campaign.

The upper left quadrant is motivating, but consumers don’t have as strong a view of Wyoming for these attributes. Improving the state’s image for these attributes could improve interest in visiting.

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Creative MessagingOpportunity to Improve

(strong driver & lower rating)

Has interesting historical sites and museums

Is a great place for winter sportsIs a place where I can enjoy the

challenge of doing something I’ve never done

Is a good place to experience new things

Existing Strength to Promote(strong driver & high rating)

Has lots of mountainsOffers great camping & RVingIs a good place to relax in the

peace and quietIs a good place to indulge in a passion for the great outdoorsOffers good opportunities for

wildlife viewing

Items to Monitor(weak driver & lower rating)

Feels like the Old West Offers an authentic Western

experienceIs a good place to enjoy Native American culture

Is a place where you can unleash a spirit of adventure

Has lots of dude ranchesIs a good place for family vacations

Is a good value for the moneyHas friendly people

Existing Strength to Maintain(weak driver & strong rating)

Has great National ParksHas beautiful scenery

Offers lots of outdoor activities such as hiking, fishing and hunting

IMPACT OF THE ADVERTISING

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While the goal of destination marketing is to generate additional visitation, there are other ways in which the advertising can have influence. This includes improving the image of the place.

When destinations have a strong brand and associated product, the marketing has little influence on image. For those attributes where Wyoming is already receiving strong ratings – 3.8 or higher – it is difficult for the marketing to have much influence.

But for those attributes for which the state has a less defined image, the paid media more strongly influences the image of the state. Ads can stimulate consumers to research the destination, so recall of the advertising can impact attributes not addressed directly in the creative.

The items in bold were those attributes that were considered Opportunities to Improve with the messaging. These are considered drivers to travel to Wyoming but where the state falls short. Continued improvements in these ratings could move additional visitation.

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Impact on ImageNo

Recall Recall Impact

Has interesting historical sites and museums 3.4 3.8 0.4Is a good place for family vacations 3.5 3.9 0.4Has friendly people 3.5 3.9 0.4Feels like the Old West 3.5 3.8 0.3Is a good value for the money 3.4 3.8 0.3Is a place where you can boldly unleash your uninhibited spirit of adventure 3.5 3.8 0.3

Is a good place to experience and experiment with new places and things 3.6 3.9 0.3

Is a good place to relax in peace and quiet 3.8 4.1 0.3Offers great camping and RVing 3.7 4.0 0.3Is a place where I can enjoy the challenge of doing something I’ve never done before 3.6 3.9 0.3

Offers an authentic western experience 3.6 3.9 0.3Has lots of dude ranches 3.4 3.7 0.3Is a place to enjoy Native American culture 3.5 3.8 0.2Has beautiful natural scenery 4.0 4.3 0.2Is a great place for winter sports such as skiing and snowmobiling 3.5 3.7 0.2

Offers lots of outdoor activities such as hiking, fishing and hunting 3.9 4.1 0.2

Offers good opportunities for wildlife viewing 3.9 4.1 0.2Has great national parks 3.9 4.1 0.2Is a good place to indulge in a passion for the great outdoors 3.9 4.1 0.2

Has lots of mountains 3.8 4.0 0.2

The advertising had the ability to generate travel in 2016, but it can also plant the seeds for future travel. In doing so, it can impact the likelihood to visit sometime in the future.

Certainly recall of the paid media encourages visitation, but when combined with the owned efforts of PR or social media, interest increases considerably. Although those aware of owned or earned media only are far more likely to consider a trip, only a very small audience is aware of these without paid media.

Future impacts across all markets look strong, with the biggest potential impact from Seattle and national markets. Adventure Travelers are considerably more likely to consider visiting – both overall and by those aware.

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Impact on Likelihood to Visit

*Likelihood defined as 100% of households “already planning a trip” + 80% “very likely” to visit +20% “somewhat likely” to visit

None: 6%

Paid Only: 9%

Owned or Earned Only: 23%

Both: 27%

Impact of Marketing Overlap(Likelihood to Visit by Recall)

6% 5%8% 9% 7%

12%16% 18% 20%

16%21%

32%

Chicago Seattle Portland Minneapolis National AdventureTarget

Market TargetAudience

Potential Impact on Visitation (Likelihood to Visit by Recall)

No Recall Recall

In addition to building the image of and interest in the state, destination marketing can spur consumers to gather information.

Given DMOs are shifting more resources into retargeting, this can be a bit deceiving. The extreme differences in information gathering could be a result of a digital ad being delivered after visiting the state’s website or Facebook page. This is likely the case given the drop in information gathering by those with recall of other media besides digital.

Either way, those with exposure were still more engaged with Wyoming’s digital and print collateral.

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Impact on Information Gathering

0% 1% 0% 0% 0% 1%

13%

23%

18%

10% 9%7%

3%6%

2%1% 0%

3%

Wyoming'sOfficial Travelers

Journal

Wyoming'stravel website

Wyoming'sFacebook Page

Wyoming'sTwitter account

Wyoming'sInstagram feed

Requestedinformationusing other

method

Impact of Paid Media on Information GatheringNo Recall Recall Recall but No Digital

SMARInsights’ methodology for measuring the impact of destination advertising relies on establishing a base rate of travel. Certainly, there would be travel to Wyoming even without any paid advertising. Thus not all visitation, or even visitation by aware households, is attributable to the ads. In this evaluation, the level of travel among unaware households is considered the base and what the state would see without the marketing campaign. Accordingly, any travel above that base by aware households is what is considered influenced. As such, this is a very conservative measure of influence.

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Incremental Travel

2.6% 2.4%

6.7%5.5%

Spot Markets National

Incremental Travel

Unaware Aware

Spot Markets National TotalAware HHs 3,693,835 25,072,567 28,766,403

Incremental Travel 3.0% 3.3% 3.2%

Influenced Trips 111,021 820,788 931,809

Based on the rates of aware and unaware travel, the Wyoming summer campaign influenced more than 900,000 trips in 2016. Given the population, the level of awareness the campaign generated and the sizeable increment, most of these trips were from households outside of the spot markets.

Four spot markets received the bulk of the targeted investment, but they were very different markets.

• Chicago is a very established market; Wyoming has placed targeted media here for seven years. Given the size of the market and the level of recall, even a small increment here generates a good number of trips

• Seattle was a new market for targeted investment in 2015. Although there was a small increment that year, it increased considerably with continued investment.

• Portland received targeted investment in 2011 and returned similar results as this year. However, the market did not receive targeted media in subsequent years. With continued investment, the market could see the same kinds of impacts Seattle is generating in its second year.

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Impact of the Advertising on Travel

0.8%

3.2%

4.8%

3.2%2.4%

3.0%

10.2%

5.8%5.1% 5.5%

Chicago Seattle Portland Minneapolis National

Impact on Wyoming Travel

Unaware Aware

Market Chicago Seattle Portland Minneapolis National

Aware HHs 1,566,998 800,189 554,228 772,421 26,702,760Incremental Travel 2.2% 7.0% 1.0% 1.9% 3.1%Influenced Trips 35,179 55,866 5,621 14,354 820,788

• Minneapolis was previously targeted as part of a group of Core markets, so this is the first year it has received such levels of investment. Again, continued targeting could improve incremental travel.

The media target of Adventure traveler makes up just less than half of all traveling households. However, with a media buy that is able to target very specifically with both digital placements and RFI TV, there was considerably more recall of the marketing among this audience.

Combined with a slightly stronger increment than the overall, this means more than half of all the influenced trips are from this target audience.

With stronger creative ratings by this audience than the overall, the messaging certainly resonated with this group. The identification of this target guided the creative development and the media buying, and it paid off with considerable influence coming from this very clearly defined audience.

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Impact on Adventure Target

Media TargetTotal Traveling HHs 100,234,179Adventure Target 23%Targeted HHs 23,319,645Recall among audience 61%Adventurers with Recall 14,168,589Increment among Adventurers 3.5%Influenced Trips 500,386

3.0%

6.6%

Unaware Aware

Impact on Travel Among Adventure Target

In addition to generating incremental travel, destination marketing can also influence repeat travel. In the past this has been a sizeable number of the total influenced trips. However, the move away from targeting Adjacent markets makes generating repeat travel more difficult. Because of this, there are no additional repeat trips by aware households than those unaware.

This is not to say that there isn’t repeat travel. Just as the influence of the advertising is measured by incremental travel, the influence on repeat trips has an incremental measure. Those with recall of the media who made more than one trip did so less frequently than those with no recall. Therefore, there is no incremental repeat travel for the 2016 campaign.

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Impact on Repeat Travel

2.9

2.1

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

No Recall Recall

Repeat Travel(Number of Trips by Recall)

Overall, the campaign generated 13.5% more influenced trips than in 2015. The success of the effort is attributable to the primary components of destination marketing:

• Markets: WOT shifted resources out of spot markets and into targeted national media. Although there were fewer households aware overall, there was more recall from national audience.

• Media Mix: Though there was some additional targeted investment, most of the ad dollars went to RFI TV, print and digital.

• Creative: Wyoming has spectacular product that was showcased well in new creative.

• Targeting: One of the most successful components of the campaign was the focus on the Adventure Traveler. The media effectively reached this audience and the creative spoke to them.

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Total Influenced Travel

Total influence 2014 2015 2016

Incremental trips spot markets 208,974 124,827 111,021

Incremental trips national markets 500,762 605,045 820,788Repeat trips 98,396 120,539 0

Total influenced trips 808,132 850,412 931,809

Media Mix

Creative

Targeting

Markets

RETURN ON INVESTMENT

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From nearly 932,000 influenced trips , there was more than $1.2 billion in influenced visitor spending to the state. SMARInsights’ methodology only takes into account trips and spending that would not have occurred without the marketing. Given the marketing investment, this results in a $275 return in influenced visitor spending for every $1 spent on paid media.

Most of the influence is from national market households, given that nearly 90% of the incremental trips were from this market.

The markets that received targeted spending had significantly lower return. The average ROI SMARInsights sees for state DMO campaigns is $129. So while the overall is outperforming the average, the individual spot markets are underperforming.

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Return on Investment

Market Chicago Seattle Portland Minneapolis National Total

Influenced Trips 35,179 55,866 5,621 14,354 820,788 931,809

Influenced Spending $45,432,075 $72,148,262 $7,259,663 $18,537,895 $1,060,001,111 $1,203,379,006

Media Spending $507,285 $645,173 $476,675 $436,959 $2,309,364 $4,375,457

ROI $90 $112 $15 $42 $459 $275

With more influenced trips, the total impact in visitor spending was $1.2 billion. This returned more in taxes to the state than has been seen in recent years, as well as a higher tax return for every $1 invested in the media buy.

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Tax Return on Investment

Total Economic Impact 2014 2015 2016

Total influenced trips 808,132 850,412 931,809

Influenced Visitor Spending $1,095,019,383 $1,164,213,985 $1,203,379,006

Expenditures $5,216,461 $5,754,175 $4,375,457

ROI $210 $202 $275

Taxes generated $44,895,794 $47,732,773 $49,338,539

Tax ROI $8.61 $8.30 $11.28

MARKET BREAKOUTSRecall & Impacts

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Chicago has been a target market for Wyoming for the past eight years, but the level of investment dedicated to the market dropped considerably. This, combined with the change in creative, resulted in the drop in recall of the marketing.

Digital recall in Chicago increased. With smaller declines in print and outdoor, the overall drop in recall is mostly attributable to the decline in TV awareness.

However, given the size of the market, it has not generated the kind of return Wyoming has come to expect, pointing to the possibility of the market having matured to the point of saturation after years of significant investment.

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Chicago

Chicago 2014 2015 2016

Total impacted trips 49,987 0 35,179

Economic impact $67,732,849 $0 $45,432,075

Media spending $1,284,905 $1,305,708 $507,285

ROI $53 $0 $90

50%

38%

16%

26%

62%57%

45%

34% 31%

70%

32%36%

26%

37%

51%

TV Print Outdoor Digital Total

Chicago Recall

2014 2015 2016

Chicago Cost per Aware HH 2014 2015 2016

Awareness 62% 70% 51%Aware HHs 1,791,832 2,139,353 1,566,998Spending $1,284,905 $1,305,708 $507,285Cost per Aware $0.72 $0.61 $0.32

Seattle Cost per Aware HH 2015 2016Awareness 45% 50%Aware HHs 710,989 800,189Spending $654,911 $645,173Cost per Aware $0.92 $0.81

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Seattle

30% 31%

23%19%

45%

31% 32%

20%

35%

50%

TV Print Outdoor Digital Total

Seattle Recall

2015 2016

Seattle ROI 2015 2016Total impacted trips 31,409 55,866Economic impact $42,998,740 $72,148,262Media spending $654,911 $645,173ROI $66 $112

Conversely, Seattle began receiving targeted investment in 2015, so the market is in its infancy. With this, the market is growing in influence and this can likely continue to be a source of success for Wyoming. And while the cost per aware household points to an opportunity to pull back the dollars allocated to the market, continuing to allocate some targeted dollars here will likely grow the return.

Portland and Minneapolis are receiving significant targeted investment for the first time. Both were previously considered part of Wyoming’s Core markets and have been included in a group of markets receiving investment across multiple media.

Both markets retuned the fewest number of influenced trips and the lowest return on investment. For the first year receiving targeted investment, the level of recall out of both markets is considered

strong. However, the cost per aware household in Portland indicates the spending here could be pulled back.

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Portland & Minneapolis

32% 34%

17%

40%

55%

31% 34%

27%

34%

51%

TV Print Outdoor Digital Total

Portland & Minneapolis Recall

Portland Minneapolis

2016 Cost per Aware HH Portland MinneapolisAwareness 55% 51%Aware HHs 554,227.57 772,420.62Spending $476,675 $436,959 Cost per Aware $0.86 $0.57

2016 ROI Portland Minneapolis

Total impacted trips 5,621 14,354

Economic impact $7,259,663 $18,537,895

Media spending $476,675 $436,959

ROI $15 $42

With more than double the investment allocated across a national audience, there was slightly more recall but significantly more influence. The additional investment allowed for stronger media overlap, with the national audience having the opportunity to be exposed to TV for the first time.

The inclusion of TV allows for destination brand building. So although the RFI TV did not add significantly more recall than digital and print alone could provide, it did deliver messaging that made consumers interested in Wyoming. This strategy of moving resources out of spot markets and into national worked well in generating a significant number of influenced trips, especially when the budget had been reduced.

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National

National ROI 2014 2015 2016

Total impacted trips 500,762 715,801 820,788

Economic impact $678,533,169 $979,930,991 $1,060,001,111

Media spending $718,196 $1,156,090 $2,309,364

ROI $945 $848 $459

34%

26%

38%

24%

17%

28%26% 27% 29% 29%

TV Print Online Total

National Recall

2014 2015 2016

National Cost per Aware HH 2014 2015 2016

Awareness 38% 28% 29%Aware HHs 31,453,070 24,153,052 26,702,760Spending $718,196 $1,156,090 $2,309,364

Cost per Aware $0.02 $0.05 $0.09

APPENDIXQuestionnaire

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