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Tourism recovery advertising campaign working for Georgia

One million dollars in emergency funding, allocated by the Governor and State Legislature to help bolster Georgia’s tourism recovery efforts…

One million dollars in emergency funding, allocated by the Governor and State Legislature to help bolster Georgia’s tourism recovery efforts post 9/11, has proven to be successful, according to a new State-sponsored study by Longwoods International.



The Tourism Recovery Campaign, launched by The Georgia Department of Industry, Trade and Tourism (GDITT) in June, has attracted 1.3 million travelers to visit State tourism destinations and had an overall economic impact of $160 million.



Janis Cannon, GDITT Deputy Commissioner of Tourism said the bulk of the recovery campaign, which ran through September, produced tremendous results. Normally research companies measure conversion and economic impact over a full year. The fact Georgia has been able to capture $160 million of visitor expenditures as a direct result of the campaign post 9/11 and during an economic downturn is amazing.



The purpose of the campaign was to encourage Georgians and people in neighboring states to visit Georgia destinations. The ads enticed visitors to come to Georgia because of value and diversity. People are looking for ways to reconnect with family, friends and history, Cannon said. Georgia fulfills these needs by offering so much so close.



GDITT commissioned Longwoods International, a recognized tourism research firm, to track each dollar of expenditures and revenue generated as a direct result of the media campaign. The entire tourism recovery-marketing plan included media advertising buys and a grass root public relations push.



The Tourism Division purchased $973,911 of paid media from the $ 1,000,000 in appropriated funds and received another $1,366,545 in value added advertising. The advertising campaign ran on a total of 18 broadcast stations in Georgia and neighboring states.



The Longwoods study reveals that the 1.3 million visits to state attractions put another $7.4 million in taxes in state coffers. Each dollar spent on the ad campaign spurred 1.41 trips to the state. It also showed that more than 1.1 million of the visitors in the months since the campaign began came from out of state, and 751,250 stayed overnight, spending an average of $200 per person per overnight trip. Longwoods also projects another $16.7 million in expenditures will be realized from the campaign.

Co-Founder & Managing Director - Travel Media Applications | Website | + Posts

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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