Media Edge: Massachusetts Tourism launches campaign as digital spend skyrockets
Media Sales Lead: In preparation for a hopefully busy tourism season this summer, Massachusetts Tourism (MT) launched a new campaign made by ThinkArgus. "Take A Moment" will run through September in key regional markets such as NH, NY, CT, RI, VT, and ME. It rolled out across TV, taxi toppers, paid social media ads on Instagram and Facebook, Amtrak posters, radio and podcast spots, and billboards such as an 18-story-high digital billboard placement in Times Square. The campaign was designed to continue the success that MT experienced last year; its 2022 campaign reportedly increased direct spending in MA by $101m.
Key Lead Takeaways: Get in touch soon to secure some of MT's increasing ad dollars.
Target Demographics: Gen-Z and millennial travelers, especially those in the aforementioned regions
Key Spend Notes:
- Spend shift summary: MT has already spent more on digital ads in 2023 than it did in 2022, 2021, and 2020 combined.
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes MT under Tourist Authorities & Convention and Visitors Bureaus*
- 2023 YTD Spend: $47.5k
- STP 2022 Spend: $1.3k
- 2022 FY Spend: $11.6k
- 2021 FY Spend: $12.8k
- 2020 FY Spend: $11.3k
YTD Ad Flight Breakdown:
- Q2 2023 Spend (to date): $45.9k
- Q1 2023 Spend: $1.5k
- Q1 2022 Spend: $700
- Q2 2022 Spend: $7.2K
- Q3 2022 Spend: $3.1K
- Q4 2022 Spend: $700
YTD Impressions: 16.7m
Top Ad Types: Mobile display (87%) and desktop display (13%)
Top Purchase Channels: Acuity (97%)
Top Publishers: Cnn.com (15%), kohls.com, diply.com, fandom.com, and newengland.com
Top Industry/Vertical Spenders (YTD, by spend): Dominican Republic Ministry of Tourism, LA Tourism and Convention Board, Visit Florida, Las Vegas Convention and Visitors Authority, Hawaii Tourism Authority, Visit California, and Daytona Beach Area Conventions & Visitors
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Current Agency Roster:
- ThinkArgus: Creative agency partner (at least for this campaign project)
Insight Sources: Digital spend insights estimated by Pathmatics.
