The Reno-Sparks Convention & Visitors Authority Out-Of-Home
Challenge
Increase room nights in the key geo-targeted DMAs of San Francisco and Los Angeles.
Solution
Place Outdoor and Digital Media in zip codes with a high propensity to visit Washoe County based on prior room night stays.
Results
VisitRenoTahoe.com Website Sessions July 15, 2019 – February 2, 2020 (four 4-5 week flights) Los Angeles DMA: website sessions increased 154% year over year. July 15, 2019- October 13, 2020 (two 5-week flights) San Francisco DMA: website sessions increased 35% year over year. VOA Report Los Angeles DMA: 33% of the targeted zip codes showed an increase in room nights year over year. San Francisco DMA: 38% of the targeted zip codes showed an increase in room nights year over year. RSCVA 2019 Visitor Profile Study Key Findings related to the effects of this campaign: California residents make up the bulk of visitors, especially from the Los Angeles and San Francisco DMAs. Self-reported visitor spend has increased overall, including lodging and gaming. Seven in ten visitors say they heard something about Reno Tahoe prior to their visit. Repeat visitors and those in the defined advertising target are more likely to have heard something about Reno Tahoe recently. San Francisco DMA: 66% heard something about RT before their visit, of those, 14% mentioned Billboards Los Angeles DMA: 72% heard something about RT before their visit, of those, 11% mentioned Billboards. Those in the ad target have greater intent to return to Reno, and also rate their experience extremely positively.
EXL Media
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