Increasing Requests
Through Multi-Channel Media

Massachusetts Office of Travel and Tourism gets results
by adding more tactics

Publishing Objectives

• • Create synergy between print and online advertising offerings in order to tell a compelling advertising story
• • Appeal to advertisers as the most economical media choice for attracting
  out-of-state tourists
• • Increase requests for publication through multi-channel distribution scheme

Execution

• • Created and managed specialized distribution plan within key drive markets, including insertion of 200,000 Guides in The New York Times
• • Developed value-added offerings, including banner ads, expanded listings,
  and online coupons
• • Developed a three-year advertising sales plan to bring the magazine to break-even

Results

• • Nearly 50,000 Massachusetts Getaway Guides were requested from the 24-hour hotline and massvacation.com in the first six months of the program
• • Reader requests for information exceeded the previous year’s by 136%
• • In a conversion study of visitors who received the Guide, 31% decided to travel to Massachusetts after they received the Guide, as opposed to only 13% who had planned travel before receiving it