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Niagara tourism summer campaign study reveals positive findings

by jmaloni


Mon, Mar 23rd 2015 11:50 am

Niagara Tourism & Convention Corp. advertising efforts generated an impressive ROI

The Niagara Tourism & Convention Corp. today announced the results from its 2014 summer advertising campaign. New figures from Destination Analysts illustrated NTCC's "90 Days of Summer" marketing and advertising initiative generated income for area businesses and tax revenues for the local government.

The goal of this study was to develop an understanding of the reach and impact of the plan, which consisted of $263,871 in media placement online and on local television channels. Destination Analysts conducted an online survey of adult residents in markets where the advertisements were placed.

Only visitors spending in the Niagara Falls region significantly influenced by the ads to travel to the region were counted toward the return. Visitors spending in the Niagara Falls region included various categories - lodging, restaurants, retail and transportation, to name a few.

Key findings included:

•Incremental trips generated by the "90 Days of Summer" campaign: 27,665

•Visitor spending in the Niagara Falls region generated by the campaign: $24.5 million

•Overall return on investment per dollar invested: $92.71

•Taxes generated for localities by the advertising campaign: $978,509

•Overall tax ROI: $3.71:1

"As we actively market the destination and continue relationships with third-party companies such as Destination Analysts, we can put the research and numbers to use and ensure the markets we are advertising in pay off," NTCC CEO and President John Percy said. "Business is increasing. Just in the Niagara USA Official Visitor Center alone, we saw a 67 percent increase in visitation over last year."

Destination Analysts is a tourism research and marketing company based in San Francisco.

The NTCC's mission is to expand the economic prosperity of the Niagara USA communities by generating individual and group visitation. For more information, visit niagara-usa.com

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