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Despite stalled growth in China, Brazil and Russia, a wave of newly middle-class travelers from the BRICs and beyond will start visiting international destinations in the coming decades — dwarfing the numbers we’ve seen thus far.
A number of states are testing new marketing strategies in targeted-city campaigns, and benefitting from the ads that engage visitors in a different and deeper way.
The images of cascading waterfalls and contented families plucking wildflowers seem to have worked.
Research found that the Colorado Tourism Office‘s $4.5 million “Come To Life” television ad campaign, which ran in target markets last April, May and August, stirred $898 million in spending in the state. That doubles the return on investment from previous ad campaigns.
“Any campaign is a combination of ad creative and in-market execution, and the combination really paid off big time for us,” said Al White, director of the state’s tourism office. “It was really dramatic to see what happened.”