Campaign Imminent: New Hampshire Tourism retains AOR

Sales Lead: New Hampshire Tourism (NHT) recently extended its contract with GYK Antler.

• GYK Antler became the organization's creative and media AOR eight years ago and has renewed the contract for another two years.
• The agency's remit currently includes delivering brand strategy, brand planning, creative, content, media strategy, media planning, account management, social media management, and reporting.
• So far, GYK's work is credited with having helped to generate over $38.5b in visitor spending and $2b in tax revenue for the state of NH.
• The organization will likely:
  • Roll out new work soon
  • Continue increasing digital spend
  • Conduct additional agency reviews
• Target demographic: 
  • Millennials, especially parents

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: NHT has spent approximately $20.7k on national TV commercials YTD, down 28% from the approximately $28.9k spent by this point last year.
  • Last year: The organization spent around $30.5k on this channel in 2022 after not having utilized it in 2021.
  • 2023 ad programming: NHT's 2023 commercials have aired during New Hampshire Life and In the Key of Love.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the organization has allocated roughly $929.9k toward digital ads, a massive increase from the roughly $29.6k allocated within the same 2022 timeframe.
  • YTD data: NHT has earned ~284m digital impressions YTD via desktop display (74%) and mobile display (26%) ads placed onto site destinations such as ebay.com (26%), yahoo.com, att.yahoo.com, sports.yahoo.com, and bbc.com.
  • Last year: The organization's estimated full-year 2022 spend of $42k reached merely a fraction of that of $648.7k in 2021.
• Additional channel insights  
  • The organization utilizes Google Ads along with OOH, print, digital, and local broadcast ads.
    • ​​​​​​​NHT also started investing in radio ads in 2022 for the first time since at least 2020.

Additional agency insights:

• Opportunity: Get in touch to see if this review precedes other roster shifts.
• Current agency roster:
  • ​​​​​​​​​​​​​​GYK Antler: Creative and media AOR (established 2015, retained 2023)

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.​​​​​​​