Galena Jo Daviess County CVB

Advertising Campaign

Objective

Develop a new brand positioning campaign – a series of print ads, billboards, e-marketing and unique URL landing pages – that effectively enticed our target audience to pick up the phone and plan a getaway to Galena and Jo Daviess County.

Target Audience

Our vertical market analysis identified another key group to target – the “Friends” market. This market includes couples with older children, friends on shopping trips, people looking for a golf trip or those who enjoy visiting historical sites. To motivate this group, we used the following approaches to market Galena/Jo Daviess County: escape, relaxation, shopping, sight seeing, recreation, dining and entertainment, meeting and convention options, and a great place to make a multi-destination trip.
Geographic targeting identified two primary markets: Illinois’ Chicago Metro with a concentration on the growing Western suburbs and Milwaukee, Wisconsin – a 3.25 hour drive from Galena.

Implementation

Results/Evaluation

Website activity increased with 289,143 unique visitor sessions –
up 43,445 visitors from 2006.
Visitor Guide and DVD requests came in at 43,260 and 4,608 requests respectively.
Walk-in visitors up with 54,533 in 2007 compared to 51,701 in 2006.
Galena/Jo Daviess has realized a significant increase in overnight visitors. Monthly hotel/motel taxes went up $49,766.68 or 4.52% from 2006 – with June, July and August showing increases of over 7%!