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Leveraging $1.2 Million into $6 Million: Jamestown's Thank You Campaign

Learn about Jamestown's marketing strategy and the success of their Thank You Campaign, resulting in increased visitors, longer stays, and higher spending.

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Leveraging $1.2 Million into $6 Million: Jamestown's Thank You Campaign

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  1. More people, staying longer, spending more money

  2. Private Sector Leveraging $1.2 Million into $6 Million

  3. 2006 Results

  4. Jamestown Marketing Strategy • Phase I: Could you have survived? • Phase II: The New World • Phase III: Godspeed Promotional Sail • Phase IV:Thank You Campaign

  5. Phase IV: Thank you Campaign - print

  6. Phase IV: Thank you Campaign - billboard

  7. Phase IV: Thank you Campaign - internet

  8. Phase IV: Thank you Campaign - broadcast

  9. Phase IV: Thank you Campaign – resultsFebruary 23, 2007 – present • Jamestown Related Page Views – 503,156 • (78% Increase in visitation over Phase I) • Unique Visitors – 102, 828

  10. Virginia’s Royal Welcome • 490,000 page views (over 13 days) • 130,000 visits • 30,000 visits to the webcast page • 30,000 entries to “Royal Walkabout” lottery

  11. Summary of Fund Sources By Fiscal Year Welcome Center Funds $740,000 Marketing $1.7 m $750,000 TD Grants $250,000 Grants $675,000 Eliminated TD & Grants $6.3 m, Other cuts $1.9 m

  12. Competition

  13. Welcome Centers • Lamsburg – renovation • Clear Brook – reconstruction • Fredericksburg - reconstruction

  14. Welcome Center Budget • $1.1 million from VDOT • Operating budget of $2 million • Costs offset by translight and brochures = $400,000 • Deficit = $600,000

  15. New Welcome Centers • Potomac Gateway (King George) • Danville • FY ’08 Appropriation $740,000

  16. Welcome Centers Privatization?

  17. Other VDOT Improvements • $20 million appropriation • New Kent (westbound rest area) – reconstruction • Nine other rest areas now open • Two scheduled to open by May 31, 2007 • Privatization

  18. Summer Projections • Bad News – Weaker economic growth, gas prices • Good News – Doesn’t appear to impact travel • Expected overall U.S. growth of 1.4%

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