Colonial Williamsburg Foundation | Company Profile, Marketing Contacts, Media Spend, Brands
Colonial Williamsburg Foundation, headquartered in Williamsburg, VA, is a historical foundation and travel destination.The vacation destination is set as a period-style town, giving visitors the opportunity to experience life in colonial America.
|Main Telephone||(757) 229-1000|
|Main Fax||(757) 220-7702|
Colonial Williamsburg Foundation ContactsContacts (5/8)
|Mitchell R.||President & Chief Executive Officer||VA|
Sample of Associated Brands
|Andrea S.||Executive Director, Marketing||VA|
|Michael D.||Manager, Digital Media Services||VA|
|Jennifer W.||Media Planner & Buyer||VA|
|Meredith S.||Manager, E-Commerce||VA|
|Colonial Williamsburg Foundation||*******|
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Q2-Q3 Media Opps Update: Colonial Williamsburg takes media in-house
Subject: TV, digital, online, social media, outdoor
Company: load and fire a musket.
Update (2/26): Looks like media may stay in-house after all. After shifting media from IPG's Martin Agency, creative and media AOR since 2013, we’ve learned that Colonial Williamsburg hired Jennifer Witherspoon as media planner and buyer a few weeks ago. So, sellers should continue to go in-house after summer advertising dollars. Agencies – stay on the foundation’s radar since they could return to a joint creative/media AOR model down the road.
Note that recent creative has come out of Dallas-based Sway Creative Labs (more info below).
Experience: Witherspoon spent the last five months as senior media buyer at Fat Free Media, a planning and buying shop in Altamonte Springs, FL. Before that she was CarMax for almost 12 years, lastly as senior buyer of national media.
Below originally published 2/22
Opportunity: Launched a controversial joint Spring Break visitation campaign with Busch Gardens.
We've confirmed that IPG's Martin Agency, creative and media AOR since 2013, is no longer handling media, as of Dec. 31. Colonial Williamsburg is currently directing sellers in-house regarding 2016 and beyond media plans. Therefore, with new shops handling creative, none of which appear to be AOR, tourism experienced shops that can offer creative and media services should go after this account.
Sellers – start pitching since Colonial Williamsburg runs most of its ads during Q2-Q3 to drive visitation during the peak summer vacation period. East Coast digital news, sports and entertainment sellers, especially those in driving distance markets like New York, Philadelphia and DC, should have the edge. Despite the Super Bowl buy, the foundation has been reallocating TV ad investments to digital the past year. Also, keep in mind that display was placed mostly programmatically last year, whereas site direct was the norm previously.
Media Spend: $2.7 million was spent on measured media during the first three quarters of 2015, almost flat with spending for all of 2014. Broadcast and display outlays rose to $1 million and $1.2 million, respectively, while radio spending plummeted compared to 2014, according to Kantar Media.
Digital Breakdown: Last year, banners, high impact and video ads ran on about 470 publishers (<1% mobile), 90% of which was placed programmatically versus site direct. Desktop and mobile mostly targeted news, sports and entertainment publishers. Top sites included finewoodworking.com, celebuzz.com, scholastic.com, washingtonpost.com, go.com, cbslocal.com, aol.com and cnn.com.
Video only ran on photobucket.com, Moat reports.
For comparison, in 2014 banners and high impact ads appeared on about 1,250 publishers (8% mobile), 61% of which were placed site direct.
134 North Henry St.
Williamsburg, VA 23185