Adrian Awards 2017
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Entry Title
D.C. Kiss Campaign
Division
Advertising
Category
CONTEST/SWEEPSTAKES-Consumer/GroupSales/TravelTrade
Sub-category
Advertising Campaign
First Name
Brian
Last Name
Hall
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
Our marketing objective was to improve the image of St. Louis among public opinion influencers in Washington, D.C., including association leaders and meeting professionals.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
The campaign in Washington, D.C. was targeted to a highly qualified audience of those with incomes over $100,000 or influencers in the meetings industry through select TV news magazines and programing.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
Our television spot featured a couple falling in love against what first appeared to be the backdrop of charming and beautiful locations in Europe. However, viewers discover this romantic story was actually taking place in St. Louis. Two sweepstakes promotions ran during the campaign, offering the winners a weekend stay in St. Louis. A mix of targeted pre-roll, digital display, social and e-blasts through our partnership networks exceeded expectations for impressions and entries. Sixty key decision makers attended the Valentine’s Day luncheon where they were provided information on St. Louis meeting packages and treated to gifts, including Bissinger’s Chocolates and their very own Build-A-Bear (founded in St. Louis) stuffed animal. Most indicated they had seen the “St. Lou IS … Romantic” commercial on TV.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
To soften current perception of the area, we used the key message: St. Lou IS … Romantic.
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.
Of our narrow audience, the campaign reached a quarter of the leisure travelers and one in five meeting professionals. Over the four month period following the campaign, consumers who were aware of the advertising traveled to St. Louis at a rate three times higher than those who were not exposed. And meeting planners who were aware of the campaign were 34% more likely to plan a meeting or event in St. Louis.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
Total spend for this campaign was just over $300,000.
Entry Award:
Silver