OPPORTUNITY
The primary function of the Illinois Office of Tourism is to create economic impact via measured efforts that drive travel and tourism to the state, both domestically and internationally. Funded entirely through the Illinois Hotel/Motel Tax, the Illinois Office of Tourism’s ultimate objective is to generate overnight stays from beyond a 50-mile radius in order to sustain and grow resources for further marketing outreach. In 2017, Illinois welcomed over 100 million domestic visitors who poured $34.6 billion into the state’s economy.
With relentless pressure to continue growing state revenues, the Illinois Office of Tourism tapped its 17 year relationship with SJPR domestic division to create an international “major splash” in Mexico, one of the most important international travel markets where Illinois saw a clear opportunity to capture a larger share of visitors.
STRATEGY
SJPR worked in conjunction with its sister company SJN, to develop a fully integrated marketing campaign that ran in Mexico’s 3 largest cities.
Strategic Tenants:
- Create a significant brand presence in the country’s most populous traveler markets
- Identify high traffic public setting where the target audience segments frequent and we can engage
- Support the branded experiential experience with co-op media partnerships and earned media coverage
- Amplify the coverage with trade partners and tailored promotions that can be tracked and measured
Channels utilized:
Advertising - Digital ads, and OOH
Social Media - SEO, Social Media
Co-Op & Trade Partnerships - Partners included Brand USA, Aeromexico, Price Travel, Almundo and Viajes Palacio the largest travel agency in Mexico.
RESULTS
The Illinois Office of Tourism increased its investment to support the market share growth of Mexican travelers and to motivate bookings by generating awareness of Illinois destinations. Paid media campaign results enhanced by added exposure through strategic alliances.
Secured added value from Co-Op partnerships resulting in 100% of original investment.
Targeted reach goals were increased by 75%.
Co-Op Partner Price Travel increased bookings by 15.8%*.
Co-Op Partner Almundo received an increase of 500% in reservations*.
Impressions Generated 70,879,008
