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Archive - Campaign Update 5/16/2011
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2011 Campaign Update WADMC

5/16/2011

 

1.       Booking Engine Update

 

Destination Booking Engine Reservations Report

Year to Date January, 2011 through April 30, 2011

 

 

2011

2010

2009**

 2008**

 2007**

Total Orders/ Transactions

1592

1658

904

1,459

1670

Room Nights

2445

2612

2,527

3,178

3741

Tickets

$118,054

$105,033

not reported

$184,956

$378,775

Car Rentals

$553

$518

n/a 

n/a 

n/a 

Flights

$1,146

$478

n/a 

n/a 

n/a 

Room Night Bookings

$260,386

$265,692

$255,928

$464,888

$599,531

YTD Revenue

$380,139

$371,721

$255,928

$649,844

$978,306

           

*Data for destination booking engine provided by Williamsburg Hotel Motel Association through March 4.

**Data for destination booking engine provided by Williamsburg Hotel Motel Association.

Notes: 

         

1)  WADMC program budget varies each year:  2006 - $5,526,186; 2007 - $4,422,086; 2008 - $4,875,000; 2009 - $4,266,423; 2010 - $3,599,435 - 2011 - $3,307,196

2)  America's 400th Anniversary in 2007 generated increased investment in area advertising and public relations

3)  Previous Year's data does not include call center data due to inability to determine WADMC-only generated results

 

2.       Paid Advertising

 

While the paid search advertising campaign started in January, results YTD were impacted by a significant decrease in available budget during April. Total search spend is 64% lower this year versus 2010 ($20K v. $56K) due to a lack of carry-over funds from 2010 to 2011.

As we enter the important family travel season, the search budget increases significantly and will remain high through the summer. An aggressive search campaign combined with our television commercials and digital advertising should return us to or surpass 2010 levels.

 

3.        Web Results YTD through April 2011:

 

Metrics

2010

2011

% Change

Avg. Web Sessions per day

3,442

2,015

-41.47%

Conversion Rate

 1.06%

 1.09%

   +2.63%

 

Note:  Data for 2010 March 4 – April 30 versus 2011 January 31 – April 30