MSCVD turns up marketing message

Specrum, by Steve Mahay

Tourism has suffered around the globe. With threats of terror and increased security, war, new health hazards such as SARS and high gasoline prices, travelers have dramatically changed their behavior in the destinations they choose and their booking patterns. Here in Alaska tourism businesses are feeling the effects. Early reports indicate a slow start for operators and accommodations. The good news is the Travel Industry Association of America recently conducted a nationwide survey and reports that leisure travel will be strong this summer, although the season will start off slowly and gain momentum. Americans are expected to take 275.4 million leisure trips during June, July and August, a 2.5 percent increase over last summer.

"The rather dramatic shifts that Americans have made in their travel preferences in the past 20 months, such as more driving trips, closer-to-home travel and more rural destinations are still apparent," Dr. Suzanne Cook, senior vice president of research and technology, told reporters. But she added that a gradual return to more traditional travel patterns was also under way.

The Mat-Su CVB board of directors met in late May and recommended a proactive effort to increase our current in-state marketing campaign. And we have. We have nearly doubled our campaign for the month of June on radio and television. We are getting out in front of residents before there is a crisis. Our message to Alaskans is to visit the Mat-Su Valley this summer, and spend the night, it's more affordable.

Reach and frequency are two terms media buyers use often. It creates awareness. A lot of people statewide have commented to me about the increased marketing and increased awareness there is for visiting the Mat-Su. I am told it is a creative and fun campaign and I agree. I believe we can be successful in reaching those undecided Alaskan residents and convert them to visitors to the Mat-Su Valley.

Efforts to increase our in-state marketing may keep our visitor industry businesses from seeing a decline this season. Our board of directors made the right decision to increase our marketing efforts during these rocky times instead of cutting our marketing budget. They did it for the benefit of our members. I think it shows leadership and while other destinations and communities throughout the state will be having the same discussion, our campaign will already be on the air.

Steve Mahay is president of MSCVB.