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SE, Midwest Media Opps: West Virginia Tourism launches new campaign to fight struggles (Score 66)

Historically, marketing the Mountain State to travelers hasn't been a very high priority for the West Virginia Tourism Board, so commissioner Chelsea Ruby says the state is now "starting from behind." To combat state-related misconceptions, as well as smaller average visit stay and spend, WVTB are hoping to promote more destinations with an average budget of $150,000 per year, targeting businessmen for conventions and conferences. “Our research shows that 86% of people who come to West Virginia (to visit) come back,” Ruby said. “What we’ve got to do now is increase our exposure.” A $3 million campaign rolled out in April for the spring and summer based on John Denver's "Take Me Home, Country Roads."

For now, the new campaign will focus on areas in the state and out-of-state areas such as DC, Pittsburgh, Cleveland, Columbus, Roanoke, Baltimore, Harrisburg, Charlotte and Richmond. It will "go through layers," per Ruby, including outdoor, radio and TV ads, as well as digital. 

While its recent campaign was designed to generate H1 tourism, keep in mind that most of the state's TV and digital display spend isn't typically allocated until the fall, so look for ad dollars in Q3.

According to iSpot, WV has only spent $4,818 so far this year on national TV advertising, with commercials targeting various sports programs. Most of its total TV spend last year of $35,421, which grew from $23,794 in 2016, wasn't delegated until the fall, though, like I mentioned before.

Pathmatics reports that the state's year-to-date (YTD) spend of $73,800 has generated over 5.8 million digital display impressions, with 99% of ads placed site direct on outsideonline.com, tripadvisor.com, and virtualtourist.com. WV's total 2017 digital display spend of $2.3 million also increased from $1.1 million the year before.

WVTB currently works with WVTOPAIDMEDIA@BVK.COM. WVTB also worked with Digital Relativity on the newest campaign. Ruby also mentioned that an ad effectiveness study will be conducted at the end of the year, so if the desired results are not produced, there could be an opportunity to pick up work then. This is especially true since WVTB's relationship with both agencies is reaching average tenure (three years).