FOR IMMEDIATE RELEASE
Jan. 28, 2004
CONTACT: Caryn Gresham
304-558-2200, ext. 347
cgresham@callwva.com

New research confirms value of state tourism advertising

CHARLESTON -- A study released today by the West Virginia Division of Tourism indicates that tourism advertising is a cost-effective part of the agency's marketing efforts. The study shows that for the $3 million the Division spent on advertising, the state received $27 million in taxes, a nine-to-one return on investment.

The study, done in 2003 by Longwoods International, showed that travelers' perceptions of West Virginia as a travel destination are positively affected by the state's advertising campaign. It further said that travelers' perception of the state improved from the time they began researching travel to West Virginia through the time they spent in the state on a vacation.

The Division of Tourism's advertising campaign helps to increase awareness of West Virginia as a travel destination and motivates travelers to consider West Virginia for vacations and getaways, the study shows. Moreover, once they visit the state, travelers are pleased with the overall quality of their experiences, the hospitality and the diversity of travel options in the Mountain State.

"The results of this study provide us with good information about whether our advertising gets travel consumers to consider West Virginia," said Betty Carver, Tourism Commissioner. "Our ads provide a good call-to-action for readers. They see the ads, research our state and decide to come here."

The study, conducted between March and September 2003, included the Division's spring and summer campaigns with two television commercials and nine print ads. Longwoods mailed respondents a multi-page survey in which they compared their perceptions of West Virginia and competing states. Those states were Kentucky, Maryland, North Carolina, Ohio, Pennsylvania and Virginia

Twelve travel attributes (adult atmosphere, exciting, family destination, popular, sightseeing, worry-free, unique, entertainment, luxurious, sports and recreation, affordability and climate) were included as travel motivators in the study. In every category, respondents who had recently visited West Virginia strongly agreed that the state's product delivery in these categories was good when compared with competing states.

Respondents noted that, as a travel destination, West Virginia exceeded expectations for those who did visit the state.

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West Virginia Division of Tourism • 90 MacCorkle Ave., SW • South Charleston, WV 25303

304-558-2200 or 1-800-CALL-WVA • FAX: 304-558-2459 • www.callwvanews.com