After a 31-year hiatus spent on coffee cups and T-shirts, "I Love NY" is back as a bona fide ad campaign for the state of New York. The $17 million effort by the Empire State Development Corporation (ESD) aims to boost tourism from 155 million visitors in 2006 to 200 million by 2020 and spend to $60 billion annually. The campaign is not aimed at bringing global citizens to the Big Apple, but at getting those who live within a three- to-five-hour drive to put New York State on the vacation consideration list. Gov. David Paterson said, in a release, that tourism generates $47 billion for the state and supports over 740,000 jobs. Launched this month, the campaign via Saatchi & Saatchi comprises ads in newspapers, billboards, direct response, magazines, guerilla marketing, viral and digital marketing, and partnerships with JetBlue, Virgin Atlantic, Travelocity and Orbitz, as well as an updated ILoveNY.com Web site, custom brochures and a getaway guide. "This is big business," says Thomas Ranese, CMO for ESD. "And research shows we have an opportunity for it to be much larger." Campaign imagery includes a set of icons to identify various attractions from urban to Arcadian: grass, a butterfly and squirrel for NY's natural assets, grapes for wineries and culinary offerings in another. The campaign has interactive advertising and partnership opportunities. Ranese says 50% of the budget for the effort is devoted to interactive media, including banner ads, a new Web site, ILoveNY.com, and email blasts. The Web site includes a feature that lets visitors create a customized travel brochure based on their interests, geography, or calendar of events. The goal in all the campaign elements is to drive potential visitors to call 1-800-ILOVENY. In the past, per Ranese, tourism marketing consisted largely of in-state TV spots featuring politicians. "The new campaign used market research to identify target markets and consumers, bringing business discipline to state marketing," he says. He adds that New York had not invested seriously in tourism and marketing for many years, so--to catch up--the state boosted the tourism marketing budget 54% in the last two years. Still, Ranese conceded, the $17 million budget is still much lower than neighboring competitors. "Places like Pennsylvania and Ontario outspend us by two to three times." The timing is good, per Ranese, because the value of the dollar versus the Canadian dollar and the euro makes New York State an attractive option both for New Yorkers, consumers in nearby states, and Europeans. "We see record numbers of visitors from the UK and Europe--getting them to add on a day outside New York City for just one day can be a big boon to the economy," he says. "We learned that two-thirds of travelers in the New York City metro area left New York State on their last short getaway. With the rising cost of gas, we want them to see how much New York State can offer in an easy drive on a single tank of gas," he says. He adds that, as of the first quarter this year, hotel revenue significantly outpaces the national average across the state. The campaign trumpets the virtues of places like the state's wine regions, which, per Ranese, constitute the second-largest wine producing area in the U.S. after California; the Catskills, Finger Lakes and Adirondacks; cultural centers like the Dia Beacon sculpture museum in the Hudson Valley; the Baseball Hall of Fame in Cooperstown; the beaches of Long Island; National Toy Hall of Fame in Rochester at the Strong Museum of Play; the Albright-Knox Gallery in Buffalo, and the Culinary Institute of America. New York is one of many states that have recently spent more marketing dollars to lure regional tourists away from more distant destinations. "Pennsylvania spends over $30 million, and Ontario over $60 million," says Ranese. "We need a campaign to keep the state top of mind for consumers as their window for planning getaways gets shorter and shorter."
Despite some dire predictions about soaring gasoline prices and Memorial Day travel, this may turn out to be a decent tourism summer after all. While it's clear that Americans are rethinking travel plans to adjust to the new cost reality, they aren't about to sit home bucket fishing either The Automobile Association of America projects that when all the counting is done, gas prices will have caused 0.9% fewer Americans to travel for Memorial Day weekend. Still, that means nearly 31.7 million Americans (83% of all holiday travelers) probably got behind the wheel for the long holiday. And state and regional tourism boards are pulling out all the stops to make sure they get their share of those travelers. Maine, for example--a big driving destination for all the Northeastern states--is intensifying its marketing efforts in Canada, especially the New Brunswick region. A campaign urges consumers to take a "two-nation vacation." And from late June through August, it will also run its most intense "Stay-cation" promotion ever, urging native Mainers to get out and vacation in their own state. "We're cautiously optimistic," says Patricia Eltman, director of the Maine Office of Tourism. And the Massachusetts Office of Travel and Tourism is also targeting locals, describing the state's many tourism options, from Cape Cod and Nantucket to the Berkshire Mountains. In fact, its ads brag: "There's so much to do in Massachusetts, we can run a new TV commercial every day." So far, there are some signs that these efforts are working. For example, while many speculated that gas prices would especially zap camper traffic, "Maine's campgrounds are very busy this weekend," says Rick Abare, executive director of Maine Campground Association. "It's not that the people who already own a camper and a pickup are going to let it sit in the yard, unused. They may not drive as far, and may select a campground that's 100 miles away, not 200, but they're not going to stay home so they can save $20 on gas." Nor are they likely to use other modes of travel. AAA estimates about 4.35 million said they had flight plans for the weekend, a decrease of 0.5% from the year earlier. And only about 1.8 million intend to travel by train, bus or other mode of transportation. "Traditionally, Memorial Day travel has been big on beach destinations," says an Amtrak spokesperson, areas not served by many trains. "But we've been seeing our ridership go up steadily for several reasons," he says. "Gas prices are just part of it, but consumers are also looking to avoid congested highways, and the long check-in lines at the airports." But it too is intensifying marketing efforts for summer travel. Next month, he says Amtrak will launch a special promotion for its Auto Train, which runs from Virginia to Florida, allowing kids 2 to 15 to ride free.
Accountability has permeated all types of marketing, including the state tourism sector. Case in point: the state of Michigan, which this year upped its tourism promotion budget by 33% versus 2007 to $17.5 million, in no small part as a result of an independent study that demonstrated the significant financial returns being realized from such marketing. The study, commissioned by Travel Michigan, the state's official tourism marketing office, was conducted by Longwoods International, a research firm specializing in tourism advertising ROI. After evaluating the impact of Travel Michigan's advertising campaigns between 2004 and 2007, Longwoods found that the $20 million in advertising spent during the four years in Chicago, Cleveland, Indianapolis, Cincinnati, Milwaukee, and Ontario, Canada attracted more than 3.8 million visitors who would not otherwise have traveled to Michigan. These tourists spent more than $800 million statewide at Michigan businesses, resulting in an additional $56.4 million in new tax dollars for the state treasury. Bottom line: For each dollar spent on advertising in out-of-state markets, $2.82 came back to the state in the form of new tax revenue. Travel Michigan is already putting those extra bucks to good use, by expanding the peak summer-season market reach of its "Pure Michigan"-themed TV and radio commercials. "With the additional promotional dollars, we are enhancing the Pure Michigan presence in our key markets [which also include Toledo, Ohio; Ft. Wayne and South Bend, Ind; and Green Bay, Wis.] and expanding the campaign into Columbus, Dayton and St. Louis for the first time," reports George Zimmermann, vice president for Travel Michigan, a business unit of the Michigan Economic Development Corporation. The beefed-up seasonal push began with out-of-state advertising starting May 5 and in-state advertising starting May 12. In addition to TV and radio, the Pure Michigan advertising campaign touts the state's natural resources, recreational activities and cultural attractions through outdoor boards, public relations programs and the michigan.org Web site. "The campaign communicates what is magic, unspoiled, timeless and true about the state," sums up Zimmermann. Examples include spots focusing on the state's clean lakes, rivers and other recreational water resources; numerous scenic walking and hiking trails; and the general opportunities for outdoor adventure in Michigan's "19 million-acre playground." Pure Michigan has received awards and generated unprecedented interest since its launch in 2006, and helped to make michigan.org the nation's number one state tourism Web site last year. Tourism contributes $18.8 billion annually to Michigan's economy. It accounts for 200,000 jobs and generates $1.1 billion in state tax revenues.
As gas prices increased into Memorial Day weekend--the traditional start of the summer travel season--consumers admit those rising prices are having an effect on their summer travel plans, although perhaps not as much as one might expect. "In recent years, we've seen rising fuel prices and airline-related concerns prompt travelers to take shorter trips," said Rand McNally editorial director Laurie Borman, in a statement. "Even so, the American tradition of the summer road trip remains strong, with three-quarters of adults at least somewhat likely to take a summer road trip in 2008." According to a survey by Rand McNally, 75% of Americans said they are at least somewhat likely to take a road trip this year. Nearly a third of them (29%) said they were very likely to take a road trip. However, two-thirds of U.S. adults who planned to take a road trip this summer have altered their plans because of rising gas prices. According to the survey, more than half--57%--said they will shorten their trip's duration or distance. However, only 10% said they will cancel their trips altogether. Changes in the airline industry could also have an effect on Americans' summer road trips. A quarter of the respondents said they would be more likely to take a road trip this summer if airfare costs continued to rise. (The survey was conducted before American Airlines revealed its plans to begin charging for checked baggage.) The average length of an American's summer road trip vacation is five days, with 85% saying their trips would be a week or less. One in four adults said their road trips would take them to a lake or a beach, according to the survey. Meanwhile, at those water destinations, boaters are expected to remain on the water. According to the National Marine Manufacturers Association, only 1% of 2,400 boaters surveyed said they did not plan to take their boats on the water due to the rising cost of gasoline. The survey also showed that only 3% of boaters last year opted not to take their boats out because of fuel costs. "Rising fuel costs have certainly shifted boater habits, causing them to take shorter trips and reduce cruising speeds, but we expect boaters' passion for the lifestyle to continue to lead them to the water this summer," said NMMA president Thom Dammrick, in a statement.
Next month, Motel 6 plans to add circuits through California's wine country, historic American sites along the Eastern Seaboard, and bird-watching territory in south Texas. Long known for its low prices and folksiness ("We'll leave the light on for you"), Motel 6 is on the bandwagon of marketers who are making lemonade out of the lemons they've been handed by the oil industry with a promotion that seeks to make car travel affordable for many. At a newly created Web site, Goin6.com, visitors can plan what Motel 6 calls a "one-tank trip," including an exploration of America's national parks. The Motel 6 National Parks Tour, which was posted last week, features some of the most magnificent and family-friendly national parks in the Western U.S., including Bryce Canyon National Park, Grand Canyon National Park, and Zion National Park. At the site, visitors can see a map of a circuit that takes them from one park to the next throughout Arizona, Nevada and Utah. The site guides travelers through canyons, lakes, trails and mountain peaks and feature highlights and activities in and just outside each of these parks like hiking, rock climbing, and white-water rafting. At each stop, visitors can locate the Motel 6, and find restaurants and things to do. Hotlinks take them to those sites to make reservations and inquiries. The parks tour follows the recently announced Jazz Journey that traces the roots of jazz music from Chicago to New Orleans. The Web site currently features video and audio clips from Kahil El'Zabar about each interesting stop with lists of jazz venues for each city on the circuit. Next month, Motel 6 plans to add circuits through California's wine country, historic American sites along the Eastern Seaboard, and bird watching territory in south Texas. "Travelers can save big on their lodging costs--usually as much as $40 to $60 per night," said Jeff Palmer, SVP/sales and marketing for Motel 6 and Studio 6, in a statement. "These savings can buy a few more tanks of gas and make that summer vacation last just a bit longer."
1 San Diego 2 San Francisco/Bay Area 3 Los Angeles 4 Honolulu 5 Eugene, Ore. 6 Sacramento 7 Spokane, Wash. 8 Madison, Wisc. 9 Medford, Ore. 10 Boise, Idaho 11 Seattle-Tacoma, Wash. 12 Portland, Ore. 13 Reno, Nev. 14 Buffalo, N.Y. 15 Flagstaff, Ariz. 16 Duluth, Minn. 17 Dayton, Ohio 18 Portland, Maine 19 Cleveland 20 Lansing, Mich. Based on the number of ideal grilling days. Only San Diego had a perfect score. Source: Blue Rhino