Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

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)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? Goal: Rally New York State tourism partners to encourage residents to take their vacations in state in 2021. Tourism is the third largest industry in New York State, setting new records for economic benefit year over year. In 2019, the tourism industry: attracted 265 million visitors and generated $72 billion in spending at New York State businesses; fueled $39 billion in disposable income; generated more than 961,000 jobs for New York State residents; and contributed $9+ billion in state and local taxes, the equivalent of $1,248 for every New York State household. In 2020, tourism was New York's most pandemic-hobbled industry. It was one of the three most severely impacted states in the country. By year-end, the tourism industry saw average annual employment decline 34% and the loss of over 330K jobs vs 2019 - nearly 3x the employment impact in any other major category. There was an estimated 56% loss in travel spending at New York State businesses and a corresponding 45% drop in state and local tax revenues. In early 2021, New York State Tourism Industry Association (NYSTIA) sparked the idea to coalesce the state’s tourism partners to encourage New Yorkers to vacation in their home state to help restart the tourism economy. With the breadth and depth of unparalleled experiences – and to allay the uncertainty of traveling across borders during the pandemic -- the kernel of a cause campaign came to life: New Yorkers For New York. NYSTIA invited agencies to bid for this pro bono assignment, selecting one that came up with the ideal rallying cry: Roam The Empire. A branded look and logo came to life via a landing page on NYSTIA’s website where a campaign toolkit gave the state’s tourism industry partners everything they needed: key messages, logos, branded digital and print assets in varying sizes, a templated news release, and links to Roam The Empire Facebook, Instagram and Twitter accounts. The campaign launched National Travel and Tourism Week, May '21

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)Over a 90-day period, more than 100 tourism partners signed on and the campaign caught fire with statewide media groups providing advertising grants to support the program’s messaging. Social media led the cause with branded Instagram, Facebook and Twitter accounts with #roamtheempire amassing attention measuring into six figures. Lt. Governor Kathy Hochul publicly lauded the effort. New York State destinations, normally competitive, joined together to provide content, cross promotion and a unified voice for a rallying cry that will live on long past the original mission.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?The work was done pro bono by the agency.

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleRoam the Empire

DivisionRecovery Marketing - Recovery Marketing

CategoryRecovery Marketing