Click here to close now.




















Welcome!

News Feed Item

Nevada Tourism and TNS Global Partner to Develop New Integrated Marketing Research Model

CARSON CITY, NV -- (Marketwired) -- 06/24/14 -- Following its transformation into an integrated marketing agency, the Nevada Commission on Tourism and research firm TNS Global have developed a new way to measure the return on investment and campaign effectiveness for a total advertising and public relations campaign, dramatically changing the way that destination marketing organizations (DMOs) will value their efforts moving forward.

"Until now Nevada, and nearly all DMOs in the country, have used a standard advertising effectiveness study that looks only at the impact of paid advertising on potential visitation," Claudia Vecchio, director of the Nevada Department of Tourism and Cultural Affairs, said. "But we know that a potential visitor also sees magazine articles, social media posts, and websites and that the collective impact of all plays a vital role in their travel decisions. We knew there had to be a way to evaluate all points of contact with our messaging to get a more holistic view of the success of our efforts. TNS Global met our challenge and developed a cross-media evaluation technique unlike any other."

TNS is the largest custom marketing research firm in the world and works with numerous Fortune 500 clients that face the same quandary that NCOT faced in measuring its marketing success: How do PR, social media, and advertising work together to drive business, and how can this synergy be proven?

"The Nevada Commission on Tourism is a leader in restructuring the methodology around measuring this new marketing and research landscape," TNS Vice President John Packer said. "TNS had to employ a more holistic design to campaign effectiveness in order to account for paid, owned, and earned media."

Paid media is the traditional advertising that a company buys, for example, in print publications and on television. Owned media is the company's own digital assets, such as its website and social media sites. Earned media comprises unpaid exposure that a company receives through magazine and news articles, television coverage or conversations that NCOT drives, but that occur on non-owned social channels.

NCOT routinely performs ad effectiveness studies after its advertising campaigns to determine the ROI of the campaign. Until now TNS was only able to measure paid advertising through surveys. The cutting edge element added to the study allows TNS to now place "tags" on all NCOT digital media whether paid, owned or earned. The tags allow TNS to more accurately align NCOT's exposure and non-exposure to digital media and run effectiveness diagnostics accordingly.

"We know that this is a mix of science and art, and therefore subject to tweaks and changes as the right model is determined, but this is the 'wild west' of research technology, and we're thrilled to be at the forefront of it," Vecchio said. "We welcome innovative thinking from our internal team and the partners we work with, and because of this, we can proudly say that we are the only DMO in the United States to be trying this sort of holistic reporting of an integrated ROI including paid, owned, and earned media."

"I can honestly say that as our methodology improves, no DMO will want to go back to the old way of measuring their marketing," Packer said. "Integrated marketing agencies need integrated results, and adding paid media to owned and earned exposure builds a synergy that the old models do not achieve."

The new method of reporting was first applied to NCOT's fall/winter campaign from 2013 and early 2014. The results have shown a dramatic increase in the effectiveness of the campaign and a boost in the resulting ROI. The numbers indicate that the agency's owned and earned media worked efficiently in concert with its paid media to generate more visitation to the state. The first advertising effectiveness study will serve as a base for future comparative purposes. Another report will be conducted on the agency's spring/summer 2014 campaign to further refine the method and provide a full year of results.

For more information on the Nevada Commission on Tourism, please visit www.TravelNevada.com.

The Nevada Commission on Tourism (NCOT) is part of the Nevada Department of Tourism and Cultural Affairs. NCOT promotes and markets Nevada as a tourism destination for domestic and international leisure and business travelers through its marketing and advertising programs and by coordinating partnerships between public and private entities. NCOT also administers grant programs for local entities to market travel and tourism offerings and publishes Nevada Magazine.

CONTACT:
Bethany Drysdale
Email Contact
Chris Moran
Email Contact
Nevada Commission on Tourism
775-687-4322
www.TravelNevada.com

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
SYS-CON Events announced today that Pythian, a global IT services company specializing in helping companies leverage disruptive technologies to optimize revenue-generating systems, has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Founded in 1997, Pythian is a global IT services company that helps companies compete by adopting disruptive technologies such as cloud, Big Data, advance...
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Red Hat is investing in Tesora, the number one contributor to OpenStack Trove Database as a Service (DBaaS) also ranked among the top 20 companies contributing to OpenStack overall. Tesora, the company bringing OpenStack Trove Database as a Service (DBaaS) to the enterprise, has announced that Red Hat and others have invested in the company as a part of Tesora's latest funding round. The funding agreement expands on the ongoing collaboration between Tesora and Red Hat, which dates back to Febr...
Puppet Labs has announced the next major update to its flagship product: Puppet Enterprise 2015.2. This release includes new features providing DevOps teams with clarity, simplicity and additional management capabilities, including an all-new user interface, an interactive graph for visualizing infrastructure code, a new unified agent and broader infrastructure support.
Akana has announced the availability of the new Akana Healthcare Solution. The API-driven solution helps healthcare organizations accelerate their transition to being secure, digitally interoperable businesses. It leverages the Health Level Seven International Fast Healthcare Interoperability Resources (HL7 FHIR) standard to enable broader business use of medical data. Akana developed the Healthcare Solution in response to healthcare businesses that want to increase electronic, multi-device acce...
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
Any Ops team trying to support a company in today’s cloud-connected world knows that a new way of thinking is required – one just as dramatic than the shift from Ops to DevOps. The diversity of modern operations requires teams to focus their impact on breadth vs. depth. In his session at DevOps Summit, Adam Serediuk, Director of Operations at xMatters, Inc., will discuss the strategic requirements of evolving from Ops to DevOps, and why modern Operations has begun leveraging the “NoOps” approa...
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
SYS-CON Events announced today that G2G3 will exhibit at SYS-CON's @DevOpsSummit Silicon Valley, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Based on a collective appreciation for user experience, design, and technology, G2G3 is uniquely qualified and motivated to redefine how organizations and people engage in an increasingly digital world.
SYS-CON Events announced today that DataClear Inc. will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The DataClear ‘BlackBox’ is the only solution that moves your PC, browsing and data out of the United States and away from prying (and spying) eyes. Its solution automatically builds you a clean, on-demand, virus free, new virtual cloud based PC outside of the United States, and wipes it clean...
Through WebRTC, audio and video communications are being embedded more easily than ever into applications, helping carriers, enterprises and independent software vendors deliver greater functionality to their end users. With today’s business world increasingly focused on outcomes, users’ growing calls for ease of use, and businesses craving smarter, tighter integration, what’s the next step in delivering a richer, more immersive experience? That richer, more fully integrated experience comes ab...
In their Live Hack” presentation at 17th Cloud Expo, Stephen Coty and Paul Fletcher, Chief Security Evangelists at Alert Logic, will provide the audience with a chance to see a live demonstration of the common tools cyber attackers use to attack cloud and traditional IT systems. This “Live Hack” uses open source attack tools that are free and available for download by anybody. Attendees will learn where to find and how to operate these tools for the purpose of testing their own IT infrastructu...
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
It’s been proven time and time again that in tech, diversity drives greater innovation, better team productivity and greater profits and market share. So what can we do in our DevOps teams to embrace diversity and help transform the culture of development and operations into a true “DevOps” team? In her session at DevOps Summit, Stefana Muller, Director, Product Management – Continuous Delivery at CA Technologies, answered that question citing examples, showing how to create opportunities for ...
IBM’s Blue Box Cloud, powered by OpenStack, is now available in any of IBM’s globally integrated cloud data centers running SoftLayer infrastructure. Less than 90 days after its acquisition of Blue Box, IBM has integrated its Blue Box Cloud Dedicated private-cloud-as-a-service into its broader portfolio of OpenStack® based solutions. The announcement, made today at the OpenStack Silicon Valley event, further highlights IBM’s continued support to deliver OpenStack solutions across all cloud depl...