Case Study: Texas Tourism - Even the ads are bigger in Texas - (Page 5)

Meeting the Challenge [ ENTER NXTBOOK MEDIA ] Allowing for a smooth process with multiple marketing options, Texas Tourism uses a variety of print and video advertisements. As its Web site says, “We couldn’t fit all of Texas into one ad, so we had to make a bunch of ’em.” Its nine print ads and five video ads each capture a different tourism theme. All the ads can be found on its Web site. The video spots, Reeds explains, are created a couple ways. The 30-second TV spots have little dialogue, original music and beautiful footage, making them highly entertaining. “Unlike many TV spots, they are not a hard sell, which tends to bore users,” she says. TM Advertising also created 15-second spots with high energy footage to build excitement about a Texas vacation. As Reeds explains, shorter clips tend to perform a little better because they do not require as much time investment by the user. Making its own investment in advertising, Texas Tourism wants to ensure its dollars are being spent effectively. The ability to track digital ad units helps significantly. Reeds says that Texas Tourism measures the click-throughs to TravelTex.com and number of free travel guide orders. “We do not track the viewer themselves, but rather their activity,” she says. The ability to track ad performance also enables the agency to better optimize its use of advertisements. For example if one ad is outperforming another, Texas Tourism can increase the rotation of that better performing ad. “Tracking allows consumers to tell us what they like to see and we are able to better predict what will perform well for us and entertain our audience,” Reeds says. Click here to see the advertisements in action! http://aaaliving.autoclubgroup.com/nxtbooks/aaaliving/aaaliving_michigan_20100506/index.php#/32 http://www.TravelTex.com

Table of Contents for the Digital Edition of Case Study: Texas Tourism - Even the ads are bigger in Texas

Case Study: Stokes Seeds
Contents
Introduction
The Challenge
Meeting the Challenge
Moving Beyond the Challenge

Case Study: Texas Tourism - Even the ads are bigger in Texas

Case Study: Texas Tourism - Even the ads are bigger in Texas - Case Study: Stokes Seeds (Page 1)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Contents (Page 2)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Introduction (Page 3)
Case Study: Texas Tourism - Even the ads are bigger in Texas - The Challenge (Page 4)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Meeting the Challenge (Page 5)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Moving Beyond the Challenge (Page 6)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Moving Beyond the Challenge (Page 7)
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