Minnesota 2013 Image and Tourism Advertising Return on Investment Evaluation
Release Date: Mar 31, 2014
A survey-based study of consumers in Minnesota's advertising markets provided fundamental strategic insights about the image of Minnesota, compared with a set of six competing states - Wisconsin, ;North Dakota, South Dakota, Montana, Colorado and Illinois.
The study also addressed the return on investment (ROI) of Explore Minnesota Tourism's spring/summer 2013 advertising campaign. The study provided estimates of incremental travel, travel spending and direct state and local taxes generated by the advertising campaign. These measures were combined with Explore Minnesota's investment in the campaign to arrive at estimates of the return on investment for travel spending and taxes.
The Minnesota 2013 Tourism Advertising Evaluation and Image Study was conducted by Longwoods International.