North Dakota Tourism Study Shows Strong Return on Investment

Print / Email

Bismarck, N.D. – North Dakota Tourism today shared results from a Strategic Marketing and Research Insights study evaluating the effectiveness of the 2016 creative campaign and marketing promoting tourism in North Dakota.

Findings by the Indianapolis-based company show tourism advertising influenced 354,000 non-resident trips and visitor spending of $328.3 million through incremental and repeat trips. Further, non-resident visitors contributed $18.7 million to North Dakota’s tax base.

North Dakota invested $3.17 million in advertising to out-of-state markets in 2016. The campaign returned $104 in non-resident spending for every $1 invested. In terms of the tax return on investment, $5.90 was returned to the state for every $1 spent on paid media.

“This research answers the question – ‘Does marketing the state get results?’ And also shows the 2016 campaign has delivered a strong return on investment both by motivating new trips and visitor spending,” North Dakota Department of Commerce Tourism Division Director Sara Otte Coleman said.

The 2016 Tourism advertising campaign won nine awards from the American Advertising Federation of North Dakota during its annual ADDY Awards program. The awards honor excellence in advertising and creative standards.

“It was a great honor to be recognized by the American Advertising Federation,” said Coleman. “North Dakota’s Tourism campaign featuring Josh Duhamel has helped us showcase a variety of experiences for North Dakota such as exploring state history, family adventure, outdoors and up-and-coming city attractions throughout the state.”

The campaign received the overall “Best of Show” award and recognition in the following categories:

Gold Award

•    TV Music Score
•    Email Blast Campaign
•    Integrated Advertising Campaign – Regional/National-Consumer
•    Editorial Spread or Feature Series

Silver Award

•    Magazine Advertising - History Ad
•    Regional/National Television Commercial Campaign
•    Magazine Advertising – City Ad
•    Magazine Advertising – Print Campaign

“The 2016 campaign, featuring spokesperson Josh Duhamel, generated some of the highest messaging ratings we have seen,” Alisha Valentine​ of Strategic Marketing and Research Insights said. “The positive ratings by those aware of Mr. Duhamel indicate this could be a campaign with legs in that it could be used for a number of years to build awareness and the image of the state.”