While much of the U.S. sees a surge of new coronavirus cases and hospitalizations, R.I. Commerce Corp. has pivoted its tourism marketing to appeal to travelers who live within driving distance of the Ocean State.
In recent years, the state’s advertising efforts have mostly been linked to the “Fun-Sized” campaign, in which R.I. Commerce targeted millennials with more disposable income by highlighting the many activities available within the smallest state. This summer, the same remains true, but R.I. Commerce said it is tweaking its focus to encourage “staycations” by both Rhode Islanders and visitors from nearby states.
“We want them to drive here, but also book a night” in a hotel, said Matt Sheaff, R.I. Commerce communications director.
Rhode Island’s drive market includes the New England states, New York, New Jersey, Pennsylvania and Washington, D.C. Many of these areas have seen COVID-19 cases and hospitalizations drop from peak numbers in April and May.
Before the pandemic hit in the spring, R.I. Commerce had sought a $2.5 million tourism advertising budget for fiscal 2021, which began July 1. But with a deficit of hundreds of millions of dollars looming, the agency has assumed it will be level funded at $2 million when the state budget is approved.
Additionally, the state is applying for a $5 million grant from the U.S. Economic Development Administration that would be earmarked for tourism marketing over the next two years.
In the meantime, R.I. Commerce has moved forward with a campaign that puts emphasis on digital advertisements because of their targeting capabilities and the ability to track effectiveness. Sheaff said ads have been placed on websites such as Travelocity, CNN Travel, Food & Wine, YouTube, Expedia and Travel + Leisure.
“We [have been] completely digital, targeting our ads to those sites where travelers booking trips would like to visit,” Sheaff said. “It allows us to actually track a return on ad spend, allows us to be agile and switch up our targets.”
While the ads are highlighting the entire state, there are spotlights on specific areas, such as touting Providence’s culinary and art attractions and the ability to make a quick ferry trip to see the sights in Newport. Such ads also promote one of the state’s assets: its small size.
As a result of travelers clicking on R.I. Commerce’s digital ads, Sheaff said, he has calculated a 2.6-times return on a $1.3 million ad spend between July 2019 and March 2020, including 18,636 direct hotel bookings, which resulted in more than $3.4 million in direct hotel revenue.
During the beginning phases of the coronavirus, R.I. Commerce’s website, VisitRhodeIsland.com, featured activities families and residents could do over a weekend – even if they were virtual. Now that the stay-at-home order has ended, Sheaff said, R.I. Commerce is still reminding Rhode Islanders there is plenty to do for summer vacation within the state borders.
In another example of a shift in focus, the state agency has also suspended marketing efforts such as advertising Rhode Island’s amenities at airports with routes to T.F. Green Airport in Warwick.
“How we market is just different this year,” said Sheaff. “And it all depends on what occurs with what this virus does. We have to be able to pivot.”
Alexa Gagosz is a PBN staff writer. Contact her at Gagosz@PBN.com.
