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 towards 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 ROI 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," said John Percy, NTCC CEO & president. "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 mission of the Niagara Tourism & Convention Corporation (NTCC) is to expand the economic prosperity of the Niagara USA communities by generating individual and group visitation. For more information, visit niagarafallsusa.com.