Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?The primary goal of the "BIG Advantage" campaign was to place Little Rock in the consideration set of our target audience of Meeting Planners. We had measurable goals of: - Increasing in Website Visitation to https://www.littlerock.com/meetings-events/ - Increase Trade Show Booth Visitors: Measuring the rise in engagement and footfall at our trade show booths. - Overall Awareness: Assessing growth in brand recognition and recall among meeting planners. - Lead Generation: Identifying new business leads and inquiries resulting from the campaign's outreach efforts. We utilized a marketing mix of powerful print and digital ads targeting meeting planners. In targeted markets where meeting planners held conventions, we wrapped vehicles with vibrant visuals promoting Little Rock Meetings. To promote the destination’s BIG Advantage and create buzz at major industry events, we created a trade show booth that showcased Little Rock's offerings through immersive experiences and engaging presentations.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)- Engagement and footfall at our trade show booths increased by 142% YOY. - Increased website visitation to https://www.littlerock.com/meetings-events/ by 30%: - Increased new business leads and inquiries. - Positive feedback on recall among meeting planners who attended the conference.

Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?While still in the initial stages of the launch, we are projecting continued website traffic increases, increased newsletter sign-ups, and meeting inquiries. As meeting contracts are signed over the next few months, we will better understand the overall campaign performance.

Please select a budget range for actual budget including any agency fees and media expenses.

Please select a budget range for actual budget including any agency fees and media expenses.

Entry TitleLittle Rock: Big Meetings Advantage

DivisionAdvertising - Group Sales/Travel Trade

CategoryAdvertising

Classification