Case Study: Tunica, Mississippi Convention and Visitors Bureau Results
Advertising – Tunica, Mississippi Visitors Bureau
Case Study 3: Tunica, Mississippi Convention and Visitors Bureau Results
Similar to our case for the Tennessee Department of Tourism Development, using our Marketing Opportunity Analysis, we led the advertising agency and public relations agency to develop a campaign for the Tunica, Mississippi Convention and Visitor’s Bureau.
The Tunica CVB wanted to test the hypothesis that they could target spot market advertising to selected key markets and motivate people to visit their destination that would historically have visited Las Vegas. For this purpose, Ethridge conducted Marketing Opportunity Analysis benchmark studies in both the Nashville and St. Louis media markets. Based on how Tunica’s brand image was positioned in the minds of gamers in both of these markets, Ethridge recommended the brand positioning message to use in each market, as well as which media to use to reach the destination’s Best Prospect Segment for increasing business in each market.
Based on Ethridge’s recommendations, the Tunica CVB and its ad agency developed a new campaign that positioned the destination as the Las Vegas of the South. This changed perceptions of that destination from one whose greatest image strength was having “RV parks for camping” to a world-class resort destination.
As a result, Ethridge helped reposition the Tunica brand, resulting in delivering $21.0 million in revenue increase to $60.7 million in one of the spot markets and with a 29:1 ROI and an 88% increase in top-line revenue in the other spot market leading to a 46:1 ROI within six months.
These results won the Travel and Tourism Research Association’s (TTRA) Innovative Research Award which Ethridge presented at the TTRA’s International Conference in New Orleans in 2005.