White Mountains Attractions Association

1
White Mountains Attractions Association

• President
• Richard Hamilton

2
Regional Locator

• Green White Mountains
• Blue Lakes Region
• Red Seacoast

3
Where We Advertise

• Advertisements are placed in Nationwide Magazines
• Examples Better Homes Gardens, Country Living,
  Ladies Home Journal, Country Home etc
• Newspaper Advertisements are placed Regionally
• Along the East Coast primarily
• Areas New York, Pennsylvania, New Jersey,
  Connecticut, Massachusetts
• Examples USA Weekend, Bergen Record, New York
  Times, Boston Globe

4
Why We Do It??

• Both Organizations spending money in the same
  geographic areas
• 85 of advertising dollars was spent running ads
  in the same newspapers and magazines
• By combining Advertisements, the same ads are ran
  but together therefore saving money
• Use the same original budget and spread it across
  to other newspapers and magazines
• Opportunity to expand program by applying for
  State Tourism Matching Grants

5
Budget Rationale

• Budgets were decreasing or remaining stable
• Publications/Ads costs were increasing
• Therefore, in order to maintain market share and
  visibility amidst growing competition both
  organizations combined their resources to get a
  bigger bang for their limited advertising dollars

6
How We Do It

• Combine Resources and Budget
• Use the Services of Star Media to select
  Newspapers Magazines
• Use the Mailing Services of White Mountains
  Attractions to Correlate and Mail Packages
• Each Organization does a follow-up mailing

7
Results

• The joint effort was done at a time when the
  Internet usage was sky rocketing, thus the
  numbers dont adequately reflect the success of
  the campaigns as many of the Internet visits were
  untraceable.

Website Visits 1998-26,064 2003-725,832
8
For More Information

• Please Contact
• Richard Hamilton
• President
• White Mountains Attractions
• PO Box 10
• North Woodstock, New Hampshire 03262
• Dick_at_VisitWhiteMountains.com
• www.VisitWhiteMountains.com
• [phone]