|Darin G.||Chairman & Chief Executive Officer||AR|
Sample of Related Brands
|Wade M.||Creative Director & Senior Vice President||AR|
|Brian K.||Senior Vice President, Media & Interactive Services||AR|
|Shanon W.||Vice President & Director, Advertising Account Services||AR|
|Mark R.||Senior Vice President & Director, Public Relations||AR|
Fall Media Opps: Arkansas Tourism retains longtime AOR, adds new digital shop
Miles Partnership for digital work previously handled by Aristotle, Inc.
Per Jay Salyers, CJRW's special projects SVP: "One focus will be personalized content. Of course we'll have content for the outdoor traveler, but we'll also serve up imagery and content specific to people who want a more urban vacation. Whatever we determine people are interested in, we'll have material specifically for them." Therefore, sellers should be reaching out for digital dollars here, as spend is this channel far outpaces TV spend.
Note that, according to the 2016 Annual Report, neighboring states Texas, Missouri, Oklahoma, Tennessee and Louisiana are the primary out-of-state market for visitors. Sellers in these states, then, should be looking for dollars - particularly those in Dallas/Ft. Worth, Springfield, Mo.; Shreveport, La.; Memphis, Chicago and Tulsa. For 2015, Arkansas Tourism worked with Acxiom on an email marketing campaign that targeted motorcycle enthusiasts, which included retargeting efforts and new prospect targeting.
Its 2015 Fall/Winter campaign included TV, print, radio, online and outdoor buys in a number of markets, mostly in major Arkansas cities and Dallas (where digital outdoor ran). Sellers should also keep in mind that Arkansas Tourism runs a large amount of Hispanic-focused marketing. See chart for 2015 broadcast and cable TV markets, and begin looking for fall/winter dollars now.
Consumer Media Target Audience: Per the Annual Report, Arkansas Tourism's target market for its 2016 Spring/Summer campaign was targeted to adults between the ages of 25-54, with a focus on women and families. The secondary target was adults ages 55+. In addition to the primary markets listed above, the organization's secondary geographic markets include: Ohio, Minnesota, Michigan, Indiana, Iowa, Illinois, Kentucky and Kansas.
National TV Spend: Since 2016, national TV spend has been negligible - $43,800, according to iSpot.tv. All of this was spent during 2016 (note that no money was spent in this channel during 2015 or thus far in 2017).
Digital Breakdown: So far this year, Arkansas Tourism has spent $1.6 million on digital display ads (75.9 million impressions), Pathmatics reports. The majority of these ads have been online video (74%) and desktop ads (24%), placed mostly site direct (95%).
Top ad destinations include bhg.com, bicycling.com, wfaa.com, allrecipes.com and thv11.com. This is nearly double what was spent during the same period last year - $873,000 (47.4 million impressions).
For full 2016, Ark. Tourism spent $1.3 million (66.8 million impressions).
rkansas Department of Parks & Tourism
One Capitol Mall
Little Rock, AR 72201
Direct Dial: (501) 682-7606