By serving as a marketing bureau for tourism attractions and sites throughout Ohio, the Office of TourismOhio fosters economic vitality by promoting travel and leisure activities and spending in the state.
To drive an increase in total travel expenditures and maintain/increase market share, Ohio must differentiate itself from other states in the minds of potential travelers by earning editorial coverage with key influencers, namely high-profile travel media.
Positioning Ohio's tourism experiences as best-in-class was the theme of our overall program, which meant that unique attractions/culinary scene, one-of-a-kind vacations and Ohio's accessibility to potential travelers were featured in nearly every news release, story idea, media pitch or online program. Highlighting specific experiences served as proof points of Ohio's strategic position in comparison with other prominent tourism destinations.
This campaign exceeded expectations on several levels. It achieved an audience reach of 422 million relevant consumers and earned $13.2 million in estimated media value. We secured more than 54 A-list features and 65 B-list features, including mentions in Budget Travel, Food & Wine, Detroit Metro Parent, GQ Magazine, Smarter Travel, MSNBC.ca, CNN.com, USATODAY.com, and Midwest Living. Most importantly, the state experienced a 6.5 percent growth in Ohio's tourism revenue in 2012.