The primary objective is to provide research that evaluates the impact of the state’s tourism marketing programs as well as provide key consumer and industry insights to inform the strategic direction of the Agency’s marketing program. Advertising Effectiveness & Return on Investment Study • Seasonal Campaigns (Fall, Winter, Spring/Summer), must include but not limited to: o Gauge advertising awareness of the campaign; o Measure the efficiency of the media investment; o Gather consumer reaction to the creative; o Assess advertising impact by comparing the perceptions and behaviors of those aware of the ads to the same measures among those not aware of the ads; o Quantify ad-influenced trips, visitor spending, and ROI; o Compare research results across market groups; and o Provide insights to guide marketing decision-making. • Joint Promotional Program o Using the same methodology for the seasonal campaign advertising effectiveness and return on investment study. Evaluate participant’s programs to determine the return on the state’s investment. • Annual Fiscal Year Return on Investment report. Economic Impact • Online Travel Impact Dashboard o Seasonally – Fall, Winter, Spring, Summer o Broken down to following: Regionally (7 regions) By County (10 counties) o Must include but not limited to: Total Spending Visitor Spending by Commodity Purchased Visitor Spending by Type of Accommodation Earnings Employment Tax Receipts Overnight Visitor Volume: Party Nights Overnight Visitor Volume: Party Trips Overnight Visitor Volume: Person Nights Overnight Visitor Volume: Person Trips Average Overnight Spending: Per Party Night Average Overnight Spending: Per Party Trip Average Overnight Spending: Per Person Night Average Overnight Spending: Per Person Trips Subcategories • Accommodation • Arts, Entertainment & Recreation • Food Service • Food Stores • Local Transportation & Gas • Retail Sales • Visitor Air Transportation • Online Travel Barometer to include but not limited to: o State Travel Impacts o Meals & Rentals Tax Revenues o Rooms & Combo Sales o Employment o Transportation o Traffic Counts o Price Indicators and Indexes o Lodging Trends Other Reports/Projects • Market Research to determine new markets whether drive or fly. If needed, • Seasonal Forecasts that includes market trends for upcoming season, estimated visitors and visitor spending. • Work with Agency on special research projects. Management • Meet regularly with Agency. • Participate in Agency partner meetings virtually or in person. • Attend and potentially present at New Hampshire Tourism events.
