The Williamsburg Tourism Council has engaged a market research agency to assist with a wide range of tourism-related data analysis and gathering, including the economic impact of tourism on the state and localities, visitor profiles, market share, consumer trends, and the Williamsburg Tourism Council's advertising and marketing campaigns. The goal of this consumer-driven research is to provide detailed and timely information to industry partners in James City County, York County, and the City of Williamsburg to help increase overnight visitation to the Greater Williamsburg area.

2019 Advertising Effectiveness & Return on Investment (ROI) Study

 The specific objectives of this research are to:

  • Measure the reach of the advertising among a targeted audience. 
  • Evaluate the effectiveness of the marketing through SMARInsights’ destination marketing organization (DMO) cost-per-aware household benchmarking. 
  • Understand the overlap and potential impact of multiple media.
  • Determine the ability of the creative to communicate desired messages, again using SMARInsights’ benchmarking.
  • Assess the ability of the advertising to improve the image of the state, motivate interest in visiting, and increase visitation.
  • Calculate the number of influenced trips, visitor spending, and return on investment of the media campaigns.
  • Forward insights into future refinement of the marketing.











Last Updated 5/6/20