Nevada Commission on Tourism Launches Spring/Summer Marketing Campaign
Campaign to Feature New Advertising Flights, Increased Social Media Engagement and Website Enhancements
May 07, 2014 --
CARSON CITY, NV -- (Marketwired) -- 05/07/14 -- The Nevada Commission on Tourism (NCOT) recently revealed its spring/summer integrated marketing campaign, which continues to bring the state's diverse offerings to life through various multi-media platforms. This includes exciting new website enhancements, updated digital and television advertising and a robust visiting journalist program. Through a variety of enhanced content delivery and social media channels, Nevada is targeting its campaign to Millennials and Young Gen X travelers.
"We are thrilled to begin our second year of marketing under our new brand," said Claudia Vecchio, director of the Nevada Department of Tourism and Cultural Affairs. "Since introducing 'A World Within. A State Apart' and our 'Don't Fence Me In' philosophy, we've seen terrific response from travelers with increases in spend, length of stay and visitor dispersal throughout the state."
- The TravelNevada.com website has an enhanced, completely new content-driven platform that provides greater value and opportunities for creating and sharing itineraries, gaining trip inspiration and posting favorite "Don't Fence Me In" experiences. The new site includes the integration of TripAdvisor reviews to aid in the evaluation of hotels and attractions without having to navigate from a given page.
- The television commercial continues to incorporate Las Vegas rock band, The Killers', rendition of the cowboy classic, "Don't Fence Me In." The song has become a mantra of sorts for the state, and travelers are able to download an itinerary of activities featured in the commercial and experience it for themselves.
- Television ads will run from the end of April through the end of May and June through mid-July in San Francisco, Los Angeles, Phoenix, Las Vegas and Reno, with San Diego, Sacramento and Boise added as new markets. The digital ads will run through August 17, 2014. With social media a key driver for Millennial travel decisions, NCOT will incorporate Twitter TV among its digital channels.
- As there is no substitute for experiencing the state's diverse only-in-Nevada activities firsthand, the NCOT has various press trips occurring where media will immerse themselves in a variety of spring/summer activities available throughout the state. While tourists can waterski or enjoy hiking at amazing resorts, Nevada will also highlight the wild, quirky events only the state has to offer, such as Burning Man, Cocktails and Canons, and the National Landsailing World Championship.
Audiences responded well to the fall 2013/winter 2014 advertising and the freedom implied by "Don't Fence Me In," exceeding previous NCOT commercials with an intent to visit 48 percent versus 29 percent from previous campaigns. Additional campaign results show a 28 percent increase in search demand within the target markets during the campaign flight, compared to a 17 percent increase the year prior. The commercial was viewed 6.6 million times on YouTube.
A brand survey conducted during the fall/winter campaign indicated strong recall and awareness of Travel Nevada's online advertising by key audiences, with 49 percent of 25 - 34 year olds recalling the digital ads.
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