With the wrap up of the fall campaign, the MCCVB marketing committee and leadership began looking to the future spring campaign in the context of the current economic environment. All research pointed to a continued recession, falling employment rates, a crisis in the group business category and reports that leisure travel would soften significantly in 2009. Reports also indicated that many still intend to travel, but with different criteria. Travelers, encouraged by dropping fuel prices, would be looking to make shorter, close-to-home trips, and were on a quest for values and deals.
The marketing committee determined that developing a new media plan for the spring would be the best choice for the destination marketing program. It was decided that a "hybrid" media plan would be created; maintainng a brand presence, but integrating a retail message with a stronger call to action. The new plan will continue to target California with strategic brand print insertions, but will add Northern California-skewed print, as well. Without leaving the brand behind, retail vehicles and a relevant retail message will be applied to all media from mid-February through May 2009.
Staff is currently working with MCCVB Ad Agency Mering Carson to build the spring plan, and will present a recommendation to the marketing committee at the January 7 meeting. For more information, please contact Jennifer Filice at [email protected] or 831-657-6405.
Monterey County Convention & Visitors Bureau P.O. Box 1770, Monterey, CA 93942 1-877-MONTEREY [email protected]
In partnership with Monterey County and the cities of Carmel-by-the-Sea, Del Rey Oaks, Marina, Monterey, Pacific Grove, Salinas,
Sand City, Seaside, Soledad, Pebble Beach, Moss Landing, Carmel Valley, Big Sur, and Salinas Valley.
© Copyright 2009 Monterey County Convention & Visitors Bureau
