“Yes, they seem to work quite well in generating awareness of a state and in creating a desire in consumers to visit to experience its attractions and points of interest firsthand. This, in turn, can drive economic growth as evidenced by several successful ad campaigns. In considering awareness alone, Massachusetts launched ‘Massachusetts for Us All,’ which ran from June to September 2023 on highway billboards and social media in Texas, Florida, New York, and New England. The campaign resulted in 1.6 million impressions and 12,000 websites visits. Turning now to economic growth, New Mexico has experienced substantial gains through its ‘New Mexico True’ campaign. The campaign was launched in 2012 with the purpose of showcasing the state as a destination for adventure with a rich cultural tapestry. The New Mexico tourism economy saw visitor spending increase 29% between 2013 and 2019. Following a 2020 drop that was precipitated by the Covid-19 pandemic, visitor spending exceeded 2019 levels as $7.2 billion was injected into the New Mexico economy by some 39 million visitors to the state. The success of these state-sponsored campaigns has been predicated on their effective execution and the fact that they have been targeted to an appropriate audience.”
Todd Holmes, Ph.D. – Associate Professor; Option Head, Entertainment Media Management, California State University, Northridge
https://www.cameronjournal.com/americas-most-fun-state/
The Cameron Journal