1. 2014 Marketing & Media Effectiveness Study
Prepared by

2. Project Overview PURPOSE
The purpose of this study was to measure the incremental impact Branson’s Marketing Campaign had upon visitation and travel spending, as well as to calculate the campaign’s ROI. H2R Market Research conducted this research using an online survey and a professionally managed third-party panel of the general population which was screened for travelers and decision makers.
TARGET AUDIENCE
The Branson Marketing & Media Effectiveness study was conducted among nationwide leisure travelers living nationwide in three tiers—those living miles, miles and 651+ miles of Branson. The research was conducted in October of 2014 (the same as in the past) to provide an accurate and contextual measurement of the marketing ROI.
SAMPLE
A total of 1,712 respondents were interviewed in this study including 525n ( miles), 489n ( miles) and 698n (651+ miles). Overall, this sample size provides for a maximum margin of error of +/-2.4% at a 95% confidence interval.

3. Key Findings
Market Reach. The combination of advertising & PR awareness increased significantly this year to 44% (from 27% in 2013), bringing Branson’s market reach to more than 37 million households nationwide.
Marketing Efficiency. The growth in market reach helped Branson improve its marketing efficiency this year as average cost per aware traveler dropped to $0.15, a new record eclipsing last year’s $0.22.
Incremental Impact. The ad campaign generated more than 536k incremental visits and nearly $483 million in incremental travel spending in 2014.
ROI. BCVB’s marketing investment in paid ads & PR generated a return on investment of $86 this year, up from last year’s $75 ROI. Television/online video alone generated an $88 ROI which ties the old record set in 4

4. Executive Summary

5. Marketing Efficiency
Overall awareness of Branson’s 2014 Marketing Campaign was strong at 44%—higher than H2R’s Industry Norm (41%) and 17% stronger than the 27% ad awareness recorded last year. (However, it should be pointed out that 6 different video ads were evaluated this year compared to 4 last year and only 1 the year before.)
Extrapolated across the population of traveler households, this level of awareness equates to approximately 37 million aware households nationwide.
With a gross media investment of $5.6M in the Marketing Campaign, Branson’s average cost per aware travel household was excellent at $0.15 overall— considered very efficient by industry standards and better than the $0.22 recorded in 2013.
Not surprisingly, travelers living within 300 miles had the highest levels of ad and PR awareness (59%). 5

6. Advertising Evaluation
Travelers found the Branson advertisements appealing with 69% of overall respondents rating the ads positively, 13 points higher than H2R’s Creative Norm (56%) on the same question. More than 8 in 10 visitors rated the ads positively, and more than two-thirds of non-visitors did the same.
The primary messages taken away from the advertisements were they appear to capture the Branson experience (75%) and illustrate the area’s breathtaking scenery (74%).
More importantly, Branson’s ads inspired 47% of travelers to visit the official Branson website and/or search online for information about the area.
The ads also generated a positive lift in intent to visit the area in the next 12 months (+10%). 6

7. 01 Marketing Efficiency Aided Paid Media Awareness
Marketing & Media Reach
Marketing Efficiency
Cost Per Household 01

8. Overview of Advertisements: 2013 vs. 2014
2013 Ads Tested
2014 Ads Tested

9. Overall Marketing & Media Awareness: By Market
Advertising awareness increased significantly this year, driven by increases in awareness in all markets evaluated. While the number of advertisements evaluated this year more than doubled (likely helping to increase overall awareness), the number of advertisements evaluated last year also increased from the prior year.
Q29-43: Have you seen this advertisement in the past 12 months?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

10. Awareness by Individual Advertisement
Awareness of individual ads varied, with the highest ad awareness generated by the online banners, followed by the print advertisements. As is typical, individual ad awareness was considerably lower than overall awareness, indicating high crossover awareness.
44.2%
Overall Awareness
Q29-43: Have you seen this advertisement in the past 12 months?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

11. Marketing & Media Awareness by Channel
By medium, Branson’s television ads generated the highest level of awareness (36%) followed by online banners (26%) and print (23%). Awareness of online banners and print media increased significantly this year, helping to drive overall awareness upward.
44.2%
2014 Overall Awareness
26.8%
2013 Overall Awareness
Q29-43: Have you seen this advertisement in the past 12 months?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

12. Advertising Medium Recall
Most travelers believe they viewed the television/online videos on television; however, a significant number saw the online video version.
Media Channel
Television
Online
Other
Family Video
72%
40% 2%
Outdoor Video
74%
43% 3%
Shows Video
71%
39%
Fall Video 1414
68%
42%
Fall Video 1415
67%
44%
Fall Video 1416
65% 5%
*Total across each row does not sum to 100% because multiple responses were allowed.
Q29-43: Where did you see this ad?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

13. 02 Incremental Impact Incremental Travel Incremental Trips
Incremental Travel Spending
Incremental Impact of Ad Campaign
Return on Investment (ROI)
Incremental Room Nights 02

14. MARKETING RETURN KPIs Branson’s 2014 Marketing Campaign
resulted in 536k incremental trips
$483 million in incremental
travel spending
Incremental room nights totaled 1.9 million
Branson invested $5.6M in gross marketing expenditures
ROI was $86

15. Incremental Visitation
Overall, Branson’s 2014 Marketing Campaign generated nearly 536k incremental household trips that would not have occurred otherwise had it not been for the Marketing Campaign.
As is often the case, incremental visitation was strongest among those living farthest from Branson. Although, each market tier or distance range produced positive incremental performance.
Market
Total Market Reach
Incremental Travel
Incremental HH Trips
Miles
3.3M
1.6%
54K
Miles
12.7M
1.5%
196K
651+ Miles
21.2M
1.4%
286K
Total Market
37.3M
536K
Paid Media Only
33.8M
+1.5%
504k
TV Only 2014
30.1M
+1.3%
387k
TV Only 2013
20.5M
301k

16. Incremental Traveler Spending
Branson’s 2014 Marketing Campaign produced incremental spending from visitors across all advertised markets.
Those visiting from within 300 miles and those living miles away both saw declines in incremental spending in the area compared to last year (-$15M and - $19M respectively); however, there was a significant increase in incremental spending from those visiting from beyond 650 miles away (+$115M).
Market
Incremental HH Trips
Travel Spending Per Party
Incremental Spending
Miles
54K
$841
$46M
Miles
196K
$815
$160M
651+ Miles
286K
$971
$278M
Total Market
536K
$901
$483M
Paid Media Only
504k
$904
$456M
TV Only 2014
387k
$946
$366M
TV Only 2013
301k
$994
$308M

17. $483M Incremental Revenue*
Branson’s 2014 Marketing Campaign generated an ROI of $86 for every dollar invested.
$86 Return on Investment
$5.6M Ad Investment
$483M Incremental Revenue*
536k Incremental Trips
Party Trip Spending
$901
$83 Paid Media | $ TV | $ TV
*Incremental revenue is the revenue generated that, without advertising, would not have occurred.
RESPONDENT BASE: VISITED BRANSON IN PAST 3 YEARS | N=319

18. Advertising Evaluation03
Ratings of Creative Appeal
Impact on Consumer Behavior
Marketing Messages’ Impact on Intent to Visit

19. Likeability of Advertisements
Overall, the ads earned a 69% top 2 box rating for likability, 13 points higher than H2R’s Industry Norm (56%).
Q43: Using the scale provided, please indicate the degree to which these ads make Branson seem more appealing to you:
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

20. Traveler Takeaways from the Advertising Message
Travelers agree most strongly that Branson’s marketing campaign captures the Branson experience, illustrates the area’s breathtaking scenery and provides information on lots of show experiences.
2013
70%
64%
69%
65%
68%
60%
64%
n/a
54%
Weighted by market
47%
n/a
n/a
50%
40%
44%
Q44: Based upon the message you took away from the advertisements you just reviewed, please indicate the degree to which you agree that these ads…
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

21. Post-Ad Exposure Traveler Intentions
The actions that travelers are most likely to take after being exposed to these ads are to visit the Branson website and search online for more information.
% Probably/Definitely Would…
2013
Visit the Branson website
47%
30%
Search online for information
47%
28%
Read travel reviews online about Branson
44%
22%
35%
Visit with friends about Branson
13%
Weighted by market
Sign up to receive updates from Branson
33%
11%
Follow Branson on social media
29% 7%
Request information from the official travel bureau
28% 7%
Q45: Using the scale provided, please indicate how likely you are to take the following actions after seeing these advertisements for Branson:
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

22. Intent to Visit: Pre- and Post-Ad Exposure
Intent to visit Branson increased by 10% after viewing the advertising collection—increasing most for those living miles from the area (+13%).
Q11: Using the scale provided, please indicate how likely you are to visit each of the following destinations in the next 12 months:
Q46: Using the scale provided, please indicate how likely you are to visit Branson in the next 12 months:
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

23. 04 Travel Landscape Top of Mind Awareness Destinations Visited
Social Media Used
Travel Sites Used

24. Sources Used for Inspiration
Travelers are most likely to seek advice from friends and family and use online searches to find inspiration on places they might like to visit.
Q6: Which of the following sources are you most likely to use when searching for inspiration on places you might like to visit?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

25. Social Media Accessed Weekly
Nine in ten travelers say they access Facebook on a weekly basis, followed by YouTube and Twitter. Social media sources used less often include Foursquare, Flickr and commercial blogs. Those ages are much more likely to access commercial blogs (27%) than their younger counterparts (18%).
Q8: Which of the following social media sites, if any, do you typically access at least once a week?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

26. Sites Accessed for Travel Information
TripAdvisor is by far the most consulted travel review forum, followed by Yelp and Pinterest.
Q9: Which of the following online communities, travel forums or travel review sites (if any) do you normally consult for travel information?
RESPONDENT BASE: ALL RESPONDENTS | N=1,712

27. Branson Traveler Profile05
Activity Participation and Functional Drivers
Overnight Visitation
Visitor Satisfaction
Stated vs. Derived Motivators
Net Promoter Score
Visitors’ Demographic Profile

28. Area Activity Participation
Shopping continues to be the most popular activity participated in by Branson visitors, followed by visiting the downtown/main street area, live shows and unique local restaurants.
Slides were broken out by market
Q15: Which of the following activities or experiences, if any, did you participate in on your most recent visit to the Branson area?
RESPONDENT BASE: VISITED BRANSON IN PAST 3 YEARS | N=319

29. Functional Drivers of Visitation
Of those activities that generated participation rates of 25% or higher, the ones most likely to have motivated or inspired trips to the area (Functional Drivers) are Live Shows, Outdoor Activities, Silver Dollar City, Shopping and Museum Attractions. Outdoor Activities and Museum Attractions were not asked in 2013, at least not in the same manner, and therefore do not have apples-to-apples comparisons.
Slides were broken out by market
Live Shows
68%
Outdoor Activities
54%
Silver Dollar City
45%
Shopping
36%
Museum Attractions
33%
2014: Ranked 1st 2013: Ranked 1st
2014: Ranked 2ndt 2013: n/a
2014: Ranked 3rd 2013: Ranked 7th
2014: Ranked 4th 2013: Ranked 2nd
2014: Ranked 5th 2013: n/a
Q16: Of these activities, please indicate if there were any that were a major influence when you decided to visit Branson on this most recent trip.
RESPONDENT BASE: VISITED BRANSON IN PAST 3 YEARS | N=319

30. 4.1 Overnight Visitation Nights in the Area
The vast majority of visitors to Branson spent the night in 2014 for an average of 4.1 nights. Most stayed in hotels or motels, bed & breakfasts or condos/cabins/cottages. The number of overnight visitors is higher than the longitudinal study as this study does not include those visiting from within 50 miles.
4.1
Nights in the Area
Slides were broken out by market
Q18: How many nights did you spend in the area on this trip?
Q19: Which of the following best describes the type of accommodations you used on your most recent trip?
RESPONDENT BASE: OVERNIGHT VISITORS | N=295

31. Accommodation Location
Nearly two-thirds (65%) said they spent the night in the City of Branson. Other popular overnight places to stay overnight include Kimberling City and Indian Point.
Q20: Where did you stay on your most recent trip?
RESPONDENT BASE: PAID ACCOMMODATIONS VISITORS | N=268

32. Satisfaction with the Area
Visitors exhibit high levels of satisfaction with their Branson experience. Overall satisfaction averaged 4.28 on a 5-point scale with variety of things to do, variety of lodging and quality of attractions earning the highest scores overall.
Slides were broken out by market
Q24: Using the scale provided, please rate your overall satisfaction with the following attributes on your most recent visit to Branson.
RESPONDENT BASE: VISITED BRANSON IN PAST 3 YEARS | N=319

33. Branson’s Net Promoter Score – Recent Visitors
Branson’s Net Promoter Score among recent visitors is 55%, much higher than H2R’s Industry Norm of 38% for resort destinations and similar to the longitudinal visitor profile study (57%). The ratio of Brand Detractors (10%) is much lower than the Industry Norm (16%), while the percentage of Brand Promoters (65%) is higher than the Industry Norm which hovers around 54%. The key to improvement each year will be in converting some of the Brand Neutrals (25%) into Brand Promoters, also known as Brand Advocates. There is a very strong correlation between high Net Promoter Scores and visitor satisfaction, intent to return and frequency of visitation.
Q25: How likely are you to recommend visiting the Branson area to a friend or family member?
RESPONDENT BASE: VISITED BRANSON IN PAST 12 MONTHS | N=229

34. Net Promoter Score: 2014 vs. 2013
Not only was Branson’s Net Promoter Score higher than the Industry Norm, it posted a 13% increase over This increase was driven mainly by a shift in those Neutral to the area into Brand promoters and a decline in the number of Detractors from the area.
55%
43%
38%
Net Promoter Score
Q25: How likely are you to recommend visiting the Branson area to a friend or family member?
RESPONDENT BASE: VISITED BRANSON IN PAST 12 MONTHS | N=229