Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Hosting Super Bowl LVII, presented a huge opportunity for Visit Glendale, but not without presenting a variety of challenges. Having all eyes on our city offered us a unique opportunity to position ourselves as the premier sports and entertainment destination in the country.
We knew that our lodging and local business partners were already expected to be strained and at capacity during the week of the big game and we do not have the ability to influence incremental travel during this time. With this in mind Visit Glendale’s strategy for marketing the big game in 2023 revolved around ensuring that fans knew exactly where the big game takes place and introducing them to the city where champions are crowned. We capitalized on this national opportunity to generate interest in Glendale a leisure destination, to fulfill our mission and vision, now and in the future.
Our goal was to take full advantage of the spotlight on Glendale in 2023 to raise overall awareness of the city as a preferred destination to experience sports and entertainment at the highest level, now and in the future.
We took a fully integrated approach to achieve these goals leveraging paid media, public relations, and in-person consumer and media activations in a feeder market.
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)
Paid media efforts blew awareness goals and top-funnel KPIs out of the water by exceeding all estimated goals by huge margins! While ad impressions exceeded goals by more than 17X, clicks to VisitGlendale.com exceeded the goal by more than 800% and first-party lead goals were exceeded by 43%.
Our main PR objective was to start meaningful relationships with key media outlets and writers and introduce them to Glendale as a premier sports and entertainment destination. PR efforts garnered notable placements for Visit Glendale in Sports Travel Magazine, the Lady Who Travels, Hook and Barrel, and Travel Market Report.
Part of our earned media strategy included newsletters to connect with a larger pool of writers to gain interest in Glendale. We sent out three newsletters - two with a hook of the Super Bowl and a third with looking at what is coming up in the destination. These newsletters were sent to around 150 writers each time and amassed an average open rate of 64%
In conjunction with a Denver media event, we secured an appearance on popular Denver morning television broadcast Great Day Colorado, which airs at 9:00am on Fox 31. The segment, which included an accompanying online piece, promoting both a consumer activation at Tom’s Watch Bar, as well as travel to Glendale, Arizona from Colorado for a vacation, plus what’s new and upcoming in Glendale. Total readership from the online story and video: 2,235,763. The earned media value of the appearance was $49 for every 30 seconds.
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?
Our primary goal was to ensure that Visit Glendale was a part of the larger conversation and to use the largest sports event in the nation to generate long-lasting interest for Glendale. We did not have a revenue or booking goal associated with this campaign, and success was measured by the metrics outlined above.
Entry Title
Visit Glendale - Where Champions are Crowned
Division
Integrated Campaign - Experiential Marketing