Orlando Television Campaign Scores High Marks
ORLANDO, FL, May 4, 2007. Preliminary results of the domestic tracking study for the new Orlando advertising campaign indicate the commercials are very likeable, have high awareness and recall and are boosting intent to travel to the Orlando area. The Orlando/Orange County Convention & Visitors Bureau, Inc. (Orlando CVB) engaged Synovate, an independent, global market research firm to measure the campaign recognition and recall, influence of the campaign on planning a visit to the destination and overall perceptions of destination attributes.
The tracking study is one of three formal levels of measurement for the new advertising campaign generated by the Orlando CVB. The other two include the measurement of unique visitors and home page views on the orlandoinfo.com Web site, which are up 42 percent and 40 percent respectively since the campaign was launched in February, and the Return on Investment Study that will be completed in fall 2008 for the 2007 travel season.
Consumers Rating of the Ads
The television advertising began on cable networks at the end of January and launched on national network programming on Feb. 5, 2007. The commercials have scored well, with a strong trend of increasing recognition of the two ads dubbed "mom" and "dad." Based on a rolling four-week average, study data show an increase in advertising recall (or recognition) among our family target during the first eight weeks of the campaign from 40 percent to 52 percent. Both of the ads are well liked with 86 percent of the target indicating they like the ads or like them very much. The survey results show the campaign's strategy is on target and the commercials are creating the branding desired for Orlando. In fact, the majority of the target (84 percent or higher) agreed that the advertising showed Orlando "has something for my whole family," is "a destination where I can make lasting memories with my family," "fits the way I think about the destination" and is "a place where I can feel closer to my family."
Ads Influence on Desire and Intent
The ads are also performing well in creating the desire to visit, putting Orlando in the targets' consideration set at the onset of the vacation planning process and increasing intent to visit Orlando. At least 45 percent of the target indicated the ads had some influence on their desire to visit Orlando in the next 12 months. On average, 12 percent said the ads had a great deal of influence on their desire to visit within the next year. During the eight week period the campaign had been running, both the interest and intent to visit Orlando during the next 12 months among the target increased. Intent to visit during the next 12 months increased from 26 percent among the target during the pre-campaign baseline survey to 33 percent during the first eight weeks of the campaign.
Study Overview, Participants and Target Consumers
The study methodology includes weekly online surveys conducted among Synovate's U.S. Online Consumer Panel. Results reported are on a rolling four-week time period. The study includes two groups - target and U.S. general population. The target consists of female heads of household, age 25-54 with kids age 3-17 living in the household, $50,000-plus annual household income, have taken a vacation of five or more days within the past year or intend to in the next year, and is the primary decision maker or shared involvement in the decision making. General population includes consumers age 18-65 who have taken a vacation of five or more days within the past year or intend to in the next year, and is the primary decision maker or shared involvement in the decision making. Florida residents are not included in the study. A baseline wave of the study was conducted to provide a read of key measurements prior to the launch of the advertising campaign.
Next Steps
These preliminary tracking results provided an early indication as to whether the strategy was working and if the commercials were effective. The results will be reviewed again after each wave of television advertising. The first wave of advertising will end in May, the second in fall and the third in the first quarter of 2008. No television advertising will be running in summer. The next review of the study will also include information on the print campaign that began in March.
About Synovate
With offices in 50 different countries across six continents, Synovate conducts market research through creative and innovative means in order to gather the facts and turn data into strategic business insights. http://www.synovate.com/
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