West Virginia Tourism Board | Company Profile, Marketing Contacts, Media Spend, Brands
The West Virginia Tourism Board is the agency responsible for marketing the state of West Virginia to tourists throughout the country. Headquartered in South Charleston, WV, the agency offers a travel guide, industry information and a calendar of events.
|Main Telephone||(304) 558-2200|
West Virginia Tourism Board ContactsContacts (4)
|Joe B.||Director, Research & Digital Media||WV|
Sample of Associated Brands
|Vicki V.||Director, Customer Service & Welcome Centers||WV|
|Jane B.||Director, Public Relations||WV|
|Andrea B.||Public Information Specialist||WV|
|West Virginia Tourism Board||*|
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Q2-Q4 Media Opps: West Virginia triples ad budget after hiring new AOR
Subject: Online, digital, social media, magazine, TV, sponsorship
Organization: West Virginia Tourism
Opportunity: image and accountability ROI study study conducted by Longwoods International, the state has the best opportunity to engage sports and recreation focused travelers, but it’s failing to reach adults, families and luxury travelers. Reach out accordingly, focusing securing ad dollars directed to top origin markets. Online spending should be up since it and magazines show the highest ROI and West Virginia recently finished up a website design and development RFP.
Incumbent: Marietta, Ohio-based Stonewall Group, whose contract expired May 15.
Top Overnight Origin Markets: In order: Washington D.C. Virginia, Ohio, North Carolina, Pennsylvania, Maryland, Florida, New York, Kentucky, Georgia, New Jersey and Texas.
Demo Profile: According to West Virginia Tourism research, travelers to the state are primarily 25-44-year-old white couples with no children. They attended college and have HHI less than $50K.
Media Breakdown: Last year, desktop display for West Virginia's “Wild and Wonderful” campaign ran mostly on food publishers, including foodnetwork.com and cookingchannel.tv, Moat reports. Display ads ran from middle of April until December, with spikes in the middle of May and middle of June. Most isn't showing any display activity this year yet.
Overall, last year 91 display creatives ran with 1,079 publishers (<1% mobile), 51% of which was purchased via ad networks or exchanges. Reporting the most activity were gactv.com and footnetwork.com.
Advertising ROI: The study found that impact on visits to West Virginia is actually slowing with increased advertising frequency, citing low TV and even lower radio awareness levels. Magazine and online ROI vastly outperformed radio, in particular, so radio sellers will be at a disadvantage here.
Competition: West Virginia lists as its competition for travelers: Ohio, Pennsylvania, Maryland, Virginia and North Carolina. According to the ROI study, based on overall level of appeal, West Virginia is only ahead of Ohio. As a sports and recreation destination, it's perceived similarly to North Carolina and Virginia and better than all other competing states.
West Virginia Division of Tourism
90 MacCorkle Ave. SW
South Charleston, WV 25303