Millennial Tourism Opps: Visit Baltimore selects creative AOR (Score 23)

Sales lead: Reach out now to offer ad space & to inquire about other agency opportunities. 

• Visit Baltimore (VB) appointed Spark as its creative AOR in October 2023.
• The agency is tasked with updating VB's visual identity and campaign development. 
• I believe this replaces incumbent shop TBC. 

Target demographic: Millennial tourists

The organization will likely:

• Seek additional agency partners
• Roll out a new logo & other brand imagery
• Significantly increase ad spend

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: VB spent around $346.5k on digital display ads YTD, up 7% from $324.7k spent in this channel during the same time period of 2022. 
• YTD data: 44.6m impressions via YouTube (46%), Instagram (31%), desktop display (8%), Facebook (8%), and mobile display (7%).  
• 2021-2022 spend: Full-year spend fell by 47% from $651.1k in 2021 to $348.3k in 2022. 
• Ad location: It placed 90% of these ads directly onto sites such as youtube.com, instagram.com, facebook.com, answers.com, and baltimoresun.com. It placed 10% of these ads through multiple indirect channels onto sites such as fandom.com, baltimoresun.com, buzzfeed.com, weather.com, and nasdaq.com. 

Additional channel insights  

• Top podcasts sponsored: Skip and Shannon: Undisputed, The Rich Eisen Show, The Sports Junkies, and Get Up. 

Agency analysis:

• Opportunity: I recommend offering media, digital, social, or PR services. 
• Current roster:
  • Spark: creative AOR