Tampa Bay Summer Campaign Marketing Analysis
The Tampa Bay Summer Campaign achieved a marketing efficiency of 33.7%, reaching 1.3 million households with a low cost per aware household. The campaign resulted in $15.7 million in incremental travel spending and 25.9k incremental trips, with a gross ROI of $96. Visitation to Tampa Bay increased positively across various feeder markets, with significant incremental benefits seen in Hillsborough County. The campaign's impact on incremental room nights and overall ROI showcases its success in driving tourism to the region.
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MARKETING EFFICIENCY KPIs 33.7% of travelers have seen or heard a Tampa Bay Summer advertisement Tampa Bay s Summer Campaign marketing reached 1.3M households The gross cost per aware household averaged $0.13 Tampa Bay invested $164k in Gross Advertising for the Summer Campaign KPIs = Key Performance Indicators 2
MARKETING RETURN KPIs $15.7 million in incremental travel spending Tampa Bay s Summer Campaign resulted in 25.9k incremental trips Gross ROI was $96 Net ROI was $113 Tampa Bay invested $164k in gross marketing expenditures Incremental room nights totaled 41.2k 3
Visitation to Tampa Bay by Feeder Market Tampa Bay s Summer Campaign generated positive incremental visitation in all of the geographic markets evaluated. Ft. Myers/Naples saw the biggest lift in visitation (+2.3%) after being exposed to the advertising campaign and overall visitation increased by 2.0%. 9.9% 8.2% 7.7% 5.9% 4.9% 4.2% 3.1% 2.7% Orlando/Daytona/ Melbourne Miami/ Fort Myers/ Naples West Palm Beach Fort Lauderdale Unaware of Marketing Aware of Marketing Q8A: Have you visited Tampa (the shaded area on the map above) since February of 2015? 4 RESPONDENT BASE: TAMPA BAY VISITORS SINCE MAY 2015 | N=211
Tampa Bays Summer Campaign generated a GROSS ROI of $96 for every dollar invested. 25.9k Incremental Trips $15.7M Incremental Travel Spending* $164k GROSS Ad Investment Party Trip Spending $744 Summer 2014: $879 $96 GROSS Return on Investment $140k NET Ad Invest | $113 NET Return on Investment *Incremental revenue is the revenue generated that, without advertising, would not have occurred. 5 RESPONDENT BASE: TAMPA BAY VISITORS SINCE MAY 2015 | N=211
Incremental Benefit to Hillsborough County % Spent Night Incremental Visits Incremental Revenue More than half (57%) of travelers stayed overnight in Hillsborough County during their visit. Market 57% 14.8k $9.0M Hillsborough County 9% 2.3k $1.4M Orange County Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County generated more than 57% of the 25.9k incremental visits and 57% of the incremental $15.7 million that was earned. 11% 2.8k $1.7M Sarasota County 20% 5.3k $3.2M Pinellas County 3% 0.7k $0.4M Other Total Market 100.0% 25.9k $15.7M 6
Incremental Room Nights The Summer Campaign generated more than 41k 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. 41.2k Incremental Room Nights Across Lodging Categories * Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Summer Campaign generated approximately 11% of the total room nights utilized by travelers in Hillsborough County during this timeframe. *The Summer Campaign generated more than 77k incremental room nights for the entire Greater Tampa Bay area. Of those, 41.2k were overnight stays in Hillsborough County. 7 RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=237
Intent to Visit Pre- and Post-Ad Exposure The 2015 Summer Campaign generated a positive lift in intent to visit for nearly every market, with the exception of Miami, who s intent remained relatively even. 62% 59% 59% 55% 48% 46% 38% 37% 36% 31% Orlando/Daytona/ Melbourne Miami/Fort Lauderdale Fort Myers/ Naples West Palm Beach Overall %Definitely Will/Probably Will Visit Pre-Ad %Definitely Will/Probably Will Visit Post-Ad 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? 8 RESPONDENT BASE: ALL RESPONDENTS | N=1,001
