WADMC Tracking Survey – August 2011 1 Williamsburg Area Advertising Tracking 2011 Post-Campaign...

WADMC Tracking Survey – August 20111

Williamsburg Area Advertising Tracking2011 Post-Campaign Survey

August 19, 2011


Methodology

•Parents with children under the age of 18 in four media markets receiving Williamsburg advertising:•Washington,

DC (n=255); Philadelphia, PA (n=255); New York, NY (n=255); Raleigh/Durham, NC (n=254)

Audience

•Overall n=1019 with a margin of error of +3.1% in 95 of 100 cases

•Per market n≈250 with a margin of error of +6.2% in 95 of 100 cases

Margin of Error

•Online surveys conducted on the following dates:•August 8-11,

2011•July 26-31,

2010•July 26-30,

2009•March 18-

April 4, 2008; July 7-11, 2008

Data Collection


Executive Summary

Williamsburg advertising remains an effective promotion tool for the region• Ad recall has risen since last year – 55% now report seeing advertising in the past 30 days• Ad-generated interest in visiting Williamsburg is up overall, and has grown significantly in the DC and

Raleigh/Durham media markets• While respondents who recall Williamsburg advertising remain much more likely to visit than those who have

not, their numbers have fallen a bit. This slippage may be due to increased openness to other vacation options in an improved economic climate, but will be important to keep an eye on in the future

Respondent perception of Williamsburg as a vacation destination continues to improve• Williamsburg’s ratings increased for every performance attribute tested. This marks the second straight year of

across the board growth • Driven by those who report seeing Williamsburg advertising, the attribute rating on being “a good value for the

money” improved the most since 2010• The region’s historic and entertainment attractions are top of mind for respondents and mentioned as

compelling reasons to visit

Respondents are increasingly likely to take vacations and leisure trips• More than 90% of respondents are likely to go on a vacation/leisure trip in the next twelve months• However, this industry-wide improvement is not an automatic benefit. The number of respondents likely to visit

Williamsburg in the same time period has actually fallen slightly – underscoring the importance of reaching out to target audiences


Advertising Recall


Williamsburg advertising recall has risen slightly and remains one of the most recalled

Orlando, Florida Williamsburg, Virginia Myrtle Beach, South Carolina Virginia Beach, Virginia The State of Virginia The State of Pennsylvania

54%51%

31%

21% 19% 20%

55%51%

31%27% 27%

23%

60%55%

33%

27%23%

18%

Yes/Recall 2009 Yes/Recall 2010 Yes/Recall 2011In the past 30 days, do you recall seeing an advertisement campaign for any of the following places?

+4

Those most likely to recall Williamsburg advertising:• Residents in the DC media market (64%)• Respondents ages 55+ (63%)• Respondents with older children (13-15: 58%; 16-17:60%)• Upscale respondents (college degree+: 56%; $100K+: 58%)


Ad recall is up in DC and Raleigh/Durham, unchanged in NYC, and down in Philadelphia

DC Raleigh/Durham NYC Philadelphia

60%

48%51% 53%

57%

48% 48% 50%

64% 62%

48%44%

Jun-09 Aug-10 Aug-11

In the past 30 days, do you recall seeing an advertising campaign for… Williamsburg, VA?*Results display %Yes/Recall

+7 +14No

Change-6


Television remains by far the most cited source of Williamsburg advertising. Graphic depictions are the most common online ads

Television Magazines Online Brochures Radio Newspapers

67%

17%

8%5%

N/A5%

85%

24%

17%

11%

N/A

10%

87%

13%9% 8%

N/A6%

81%

16% 14%10%

4% 5%

81%

14% 12%6% 6% 4%

Apr-08 Jul-08 Jun-09 Aug-10 Aug-11Where do you recall seeing the advertisement for Williamsburg? *Results shown among those who recall seeing the ads. N=556

Respondents Who Recall Online Advertising

Ad Source 2010 2011

Graphic Ad 33% 39%

Sponsored Link 32% 16%

Both 23% 16%

Don’t Remember 12% 29%


Colonial Williamsburg and Busch Gardens remain the most recalled aspects of advertising

2009 2010 2011

Thinking specifically about advertising for Williamsburg, Virginia, please describe the advertising for Williamsburg, Virginia.


Specific information about Williamsburg is conveyed more clearly through non-online sources

Thinking specifically about advertising for Williamsburg, Virginia, please describe the advertising for Williamsburg, Virginia.

23% 22%20%

17%

6% 6% 6%3% 3% 3% 3% 3% 3% 3% 3% 3%

1% N/A

29%

16%

26%

21%

8%6%

4%

8%

1% 2% 1% 1%

7%4%

2% 2%4%

1%

Online Other


Advertising Impact


Williamsburg’s colonial/historic associations are more top of mind with respondents who have seen advertising

What are the first words or phrases that come to mind when thinking about Williamsburg, Virginia?

Yes, Recall Williamsburg Ad

No, Do Not Recall Williamsburg Ad


Ad-generated interest has rebounded significantly in DC and Raleigh/Durham and remains solid in Philadelphia and NYC

DC Raleigh/Durham Philadelphia NYC

6.77.2

6.36.76.5

5.9

6.66.3

6.0 5.9

6.8 6.66.9 6.9 6.7 6.5

Jul-08 Jun-09 Aug-10 Aug-11On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? *Results shown among those who recall seeing ads.


On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a vacation/an overnight leisure trip to the Williamsburg area?

2009 2010 2011

5.0 4.9

6.0

4.94.6

5.8

No, Do Not Recall Williamsburg Ad

2009 2010 2011

6.06.6 6.46.6 6.6 6.8

Vacation Leisure Trip Yes, Recall Williamsburg Ad

Interest in visiting is still higher among respondents who recall Williamsburg ads, but has risen with those who do not recall ads

Respondents who have seen Williamsburg advertising show more interest in leisure trips, while those who

have not seen ads prefer vacations


While interest in visiting Williamsburg is up, actual visit likelihood has fallen among respondents who recall advertising

2009 2010 2011

10%20%

12%

25%

40%

39%

39%

28%

38%

26%

2% 11%

How likely are you to visit the Williamsburg, Virginia area for vacation/overnight leisure trip in the next twelve months (2009: six months)?

2009 2010 20113% 8% 6%

19%25% 29%

35%

41% 42%

43%26% 23%

Very Likely Somewhat LikelyNot Very Likely Not At All Likely

Yes, Recall Williamsburg Ad No, Do Not Recall Williamsburg Ad

Total Likely: 35%

Total Likely: 60%

Total Likely: 51%

Total Likely: 22%

Total Likely: 33%

Total Likely: 35%

-9Points

+2Points


Perceptions of Williamsburg


Williamsburg’s attractions are a significant draw to the area, but cost, distance, and having been there before can work against it

What are some the reasons that you would choose to take/not take a family vacation/overnight leisure trip to the Williamsburg area?

Take a family vacation/leisure trip

Not take a family vacation/leisure trip


Distance from Williamsburg is a particular issue in the Philadelphia and NYC media markets

What are some the reasons that you would choose to not take a family vacation/overnight leisure trip to the Williamsburg area?*Results shown represent top five reasons

Top Five Reasons for Not Visiting Williamsburg by Media Market

Raleigh/Durham, NC• Too Expensive (16%)• Already Been There (10%)• Prefer Somewhere Else (9%)• Economic Situation (9%)• Too Far Away/Busy (7%)

Washington, DC• Already Been There (20%)• Too Expensive (15%)• Boring (11%)• Not Interested (9%)• Prefer Somewhere Else (9%)

Philadelphia, PA• Too Far Away (16%)• Already Been There (10%)• Boring (10%)• Not Interested (10%)• Prefer Somewhere Else (10%)

New York, NY• Too Far Away (15%)• Prefer Somewhere Else (10%)• Boring (10%)• Already Been There (9%)• Kids Too Young (7%)


The top two factors when planning a vacation are whether the destination is “a fun place” and “a good value for the money”

When planning a family vacation, please rate how important the following items are in determining where you go. Please use a 10-point scale, where a 0 means the item is not at all important, and a 10 means it the item is extremely important.

Mean Score

A fun place 8.8

Is a good value for the money 8.6

A place that has something for everyone 8.4

Has all sorts of recreational opportunities for kids and adults 8.3

A place that has something for every budget 7.9

A place to learn and discover new things 7.8

A place that is easy to get to 7.8

A place with lots of entertainment 7.8

Attribute ImportanceRanked by Mean Score


Attribute scores have risen across the board

Based on anything you know, read or may have heard about the Williamsburg, Virginia area, please rate the following statements about the area. Please use a 10-point scale, where a “0” means the statement DOES NOT DESCRIBE THE WILLIAMSBURG AREA AT ALL, and a “10” means it DESCRIBES THE WILLIAMSBURG AREA EXTREMELY WELL.

2009 2010 2011 Change from 2010

A place to learn and discover new things 7.5 7.6 7.7 +0.1

A place that is easy to get to N/A N/A 7.3 - -

Has all sorts of recreational opportunities for kids and adults 6.8 6.9 7.1 +0.2

A fun place 6.9 6.9 7.1 +0.2

A place with lots of entertainment 6.6 6.8 7.0 +0.2

A place that has something for everyone 6.9 6.9 7.0 +0.1

Is a good value for the money 5.9 6.2 6.9 +0.7

A place that has something for every budget N/A N/A 6.9 - -

Williamsburg Attributes Ranked by 2011 Mean Score


Advertising is moving the needle for Williamsburg being viewed as “a good value for the money”

Based on anything you know, read or may have heard about the Williamsburg, Virginia area, please rate the following statements about the area. Please use a 10-point scale, where a “0” means the statement DOES NOT DESCRIBE THE WILLIAMSBURG AREA AT ALL, and a “10” means it DESCRIBES THE WILLIAMSBURG AREA EXTREMELY WELL.

Yes, Recall Williamsburg Ad

2009 2010 2011 Change from 2010

A place to learn and discover new things 7.9 8.2 8.1 -0.1

A place that is easy to get to N/A N/A 7.7 --

A fun place 7.6 7.7 7.5 -0.2

A place that has something for everyone 7.4 7.7 7.5 -0.2

Has all sorts of recreational opportunities for kids and adults 7.4 7.6 7.4 -0.2

A place with lots of entertainment 7.2 7.5 7.4 -0.1

Is a good value for the money 6.2 6.9 7.2 +0.3

A place that has something for every budget N/A N/A 7.2 --

Williamsburg Attributes Ranked by 2011 Mean Score


Perf

orm

ance

Importance

A fun place

Yes, Recall Williamsburg Ads

Performance scores given by respondents who have seen Williamsburg advertising are more aligned with importance than those given by respondents who do not recall ads.

Notably, the difference between importance and performance is less than one numeric point for half of the attributes tested.

However, Williamsburg’s performance scores still lag behind the four most important attributes – including “is a good value for the money.”

Recall Advertising: Attribute Performance vs. Importance

Is a good value for the money

A place that has something for everyone

Has all sorts of recreational opportunities

for kids and adults

A place that has something for every budget

A place that is easy to get to

A place with lots of entertainment

A place to learn and discover new things

0 2 4 6 8 100

2

4

6

8

10

6 7 8 9 106

7

8

9

10


Perf

orm

ance

Importance0 2 4 6 8 10

0

2

4

6

8

10

Do Not Recall Advertising: Attribute Performance vs. Importance

No, Do Not Recall Williamsburg Ads

Respondents who do not recall advertising have a notably less favorable image of Williamsburg.

There are only two attributes for which performance is relatively in line with importance. Both are among the least important factors tested.

Williamsburg’s performance scores are further below importance for the remaining six attributes. There is particular room for improvement on being “a fun place,” “a good value for the money,” and a place that has something for everyone.”

6 7 8 9 106

7

8

9

10

A fun place

Is a good value for the moneyA place that has

something for everyone

Has all sorts of recreational opportunities

for kids and adultsA place that has something

for every budget

A place that is easy to get to

A place with lots of entertainment

A place to learn and discover new things


Vacation vs. Staycation


The number of families taking vacations and leisure trips continues to rise

0 1 2 3 4 5 or More

10%

29%

35%

16%

6%4%

8%

16%

26%

15% 14%

21%

Vacation Leisure Trip

Over the past twelve months (2009: nine months), how many family vacations/overnight leisure trips have you taken?

Trip Type 2009(% Yes)

2010(% Yes)

2011(% Yes)

Change from 2010

Vacation 48% 80% 90% +10

Leisure Trip 61% 82% 92% +10


Williamsburg still lags behind a number of more popular destinations

Where did you go on your family vacation(s)/leisure trip(s)? *Results among responses equal to or greater than 5% for 2011

Top Vacations Top Leisure Trips

Destination/Activity 2010 2011 Change

Florida 15% 12% -3

Walt Disney World 7% 12% +5

Camping 3% 11% +8

Myrtle Beach, SC 5% 11% +6

North Carolina 10% 11% +1

Beach 12% 8% -4

Jersey Shore 3% 7% +4

Orlando, FL 7% 7% --

Cruise 1% 6% +5

New York 7% 6% -1

Amusement Parks 1% 5% +4

Virginia 4% 5% +1

Pennsylvania 7% 5% -2

Williamsburg, VA 4% 2% -2


Camping 4% 12% +8

Florida 9% 10% +1

North Carolina 11% 10% -1

Pennsylvania 8% 10% +2

Beach 8% 9% +1

New York 9% 9% --



Orlando, FL 4% 8% +4

Jersey Shore 2% 7% +5

Cruise 1% 6% +5

New Jersey 5% 5% --

Washington, DC 2% 5% +3

Virginia 8% 5% -3

Williamsburg, VA 4% 3% -1


The likelihood of families taking a vacation/leisure trip is at an all time high


48%60%

26%22%

16%9%

11% 9%

How likely are you to go on a family vacation/overnight leisure trip in the next twelve months (2009: six months)?*Note: In 2007, the question was worded, “During the next six months, how likely are you and your family to take a trip or vacation that would require you to stay in a hotel or motel for two or more nights?” Results: 45% Definitely will, 32% Probably will, 23% Might or might not, 0% Will not

2009


63% 63%

24% 23%

8% 8%5% 6%

2010


72% 75%

22% 19%

5% 3%1% 3%

2011

Total Likely:94%

Series1

45%

32%

23%

2007

Total Likely: 94%

Total Likely: 86%

Total Likely: 87%

Total Likely: 82%

Total Likely: 74%

Total Likely: 77%

Very LikelyNot Very Likely

Somewhat LikelyNot At All Likely


Williamsburg receives several mentions for future vacations/ leisure trips, but many other destinations remain more popular

Which destination(s) are you considering for future vacations/overnight leisure trips?*Results among responses equal to or greater than 5% for 2011

Top FutureVacations

Top FutureLeisure Trips


Florida 16% 14% -2



Walt Disney Land 7% 8% +1

North Carolina 6% 5% -1

Beach 10% 6% -4


Cruise 5% 7% +2

California 5% 5% --

Williamsburg, VA 3% 3% --


Florida 11% 11% --

North Carolina 6% 7% +1

Beach 7% 5% -2

New York 6% 6% --




Williamsburg, VA 3% 4% +1


Respondents located in markets closer to Williamsburg show higher interest in visiting

On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a vacation/an overnight leisure trip to the Williamsburg area?

DC Raleigh/Durham Philadelphia NYC

6.5 6.4 6.25.8

6.5 6.4 6.4 6.2



Respondents are more likely than ever to go on a vacation/ leisure trip, but less likely to travel to Williamsburg than in 2010


6% 7%

21% 24%

37%38%

36% 31%

How likely are you to visit the Williamsburg, Virginia area for a vacation/overnight leisure trip in the next twelve months (2009: six months)?

2009

Total Likely: 31%

Total Likely: 27%

2010

Total Likely: 47%

Total Likely: 48%


7% 11%

31%37%

44%38%

18% 14%

2011

Total Likely: 48%

Total Likely: 38%


12% 17%

36% 30%

34% 33%

18% 20%

Very LikelyNot Very Likely

Somewhat LikelyNot At All Likely



10% 12%

90% 88%


11% 14%

89% 86%

Series1

6%

94%

Vacation Leisure Trip3% 6%

97% 94%

Yes No

Series15%

95%

Reported visits to Williamsburg are down slightly from their 2010 high

Have you visited the Williamsburg, VA area for a family vacation/an overnight leisure trip in the past twelve months (2008/9: six months)?

201120102009April 2008 July 2008


Insight → Action


Insight → Action

Insight Action

Williamsburg advertising is hitting its mark. Both ad recall and ad-generated interest have

risen in the past year.

Targeting key groups in their respective media markets should prolong this trend – especially in

the much improved DC and Raleigh/Durham markets.

Respondents have an improved impression of Williamsburg as a vacation destination.

The rise in performance scores is heavily driven by those who recall ads – underscoring the positive effect advertising can have on

Williamsburg's image.

Ads may be helping Williamsburg’s overall image, but several key attributes, including being “a fun place” and “a good

value,” still lag behind importance.

Expanded and enhanced outreach efforts may be necessary to continue moving the dial in

Williamsburg's favor.

WADMC Tracking Survey – August 2011 1 Williamsburg Area Advertising Tracking 2011 Post-Campaign...

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