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Craft Beer Campaign 03

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Page 1: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

Craft Beer Campaign

03

Page 2: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

2

23.1% of travelers have seen or heard a Tampa Bay Craft Beer

advertisement

Tampa Bay’s Craft Beer Campaign

marketing reached 1.0M households

The gross cost per aware

household averaged $0.07

Tampa Bay invested $69.9k in Gross

Advertising for the Craft Beer Campaign

CRAFT BEER CAMPAIGN KPIs

KPI = Key Performance Indicator

Page 3: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

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Orlando/Daytona/Melbourne

Miami/Fort Lauderdale

Fort Myers/Naples

West Palm Beach

9.5%

2.5%

7.7%

3.6%

10.4%

3.0%

8.0%

4.1%

Unaware of Marketing Aware of Marketing

Visitation to Tampa Bay by Feeder Market

Q8B: Have you visited Tampa (the shaded area on the map above) since June of 2015?

Tampa Bay’s Craft Beer Campaign generated positive incremental visitation in all of the geographic markets evaluated. The Orlando/Daytona/Melbourne market saw the biggest lift in visitation (+0.9%) after being exposed to the advertising campaign and overall visitation increased by 0.7%.

RESPONDENT BASE: TAMPA BAY VISITORS SINCE JUNE 2015 | N=161

Page 4: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

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$46 GROSS Return on Investment

$69.9k GROSS Ad Investment

$3.2M Incremental

Travel Spending*

6.8k Incremental

Trips

Party Trip Spending$478

Tampa Bay’s Craft Beer Campaign generated a GROSS ROI of $46 for every dollar invested.

*Incremental travel spending is the revenue generated that, without advertising, would not have occurred.

$59.4k NET Ad Invest | $64 NET Return on Investment

RESPONDENT BASE: TAMPA BAY VISITORS SINCE JUNE 2015 | N=161

Page 5: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

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Six in ten travelers stayed overnight in Hillsborough County during their visit.

Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County contributed more than 60% of the 6.8k incremental visits and 60% of the incremental $3.2 million that was generated.

Incremental Benefit to Hillsborough County

Market % Spent Night

Incremental Visits

Incremental Revenue

Hillsborough County 60% 4.1k $1.9MOrange County 10% 0.6k $0.3MSarasota County 9% 0.6k $0.3MPinellas County 18% 1.2k $0.6MOther 3% 0.2k $0.1MTotal Market 100% 6.8k $3.2M

Page 6: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

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Incremental Room Nights

The Craft Beer Campaign generated more than 11.3k incremental room nights from those staying overnight in Hillsborough County at a Hotel/Motel, Bed & Breakfast, Condo, Cabin, Cottage or Resort that would not have occurred otherwise.

Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Craft Beer Campaign generated approximately 3% of the total room nights utilized by travelers in Hillsborough County during this timeframe.

11.3k*

Incremental Room Nights Across Lodging

Categories

*The Craft Beer Campaign generated more than 18.2k incremental room nights for the entire Greater Tampa Bay area. Of those, 11.3k were overnight stays in Hillsborough County.

RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=177

Page 7: Craft Beer Campaign 03. 2 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached

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Orlando/Daytona/Melbourne

Miami/Fort Lauderdale

Fort Myers/Naples

West Palm Beach

Overall

59%

36%

51%

33%

45%

63%

36%

56%

32%

46%

%Definitely Will/Probably Will Visit Pre-Ad %Definitely Will/Probably Will Visit Post-Ad

Intent to Visit – Pre- and Post-Ad Exposure

Q7: Using the scale provided, please indicate how likely you are to visit each of the following destinations in the next 12 months:Q38: Using the scale provided, please indicate how likely you are to visit the Tampa area in the next 12 months?

The 2015 Craft Beer Campaign generated a positive lift in intent to visit for the Orlando and Fort Myers Markets, while Miami and West Palm Beach intent remained relatively flat.

RESPONDENT BASE: ALL RESPONDENTS | N=802