Little Rock Convention & Visitors Bureau “Savor the City” Campaign

Posted on by Dave Erlandson | No Comments »
Business Objectives: The Little Rock Convention & Visitors Bureau(LRCVB) supports organizations in the Little Rock, Arkansas area that benefit from travel, entertainment and convention business. In the autumn of 2010 they worked with CustomXMand developed the “Savor the City” campaign to:

  • Increase awareness of and drive traffic to participating restaurants
  • Provide patron demographic information to restaurants for use in refining future marketing efforts.
 
Results:Patrons of participating restaurants were given printed cards encouraging them to visit the campaign microsite to provide their feedback.

  • Of the total unique visits (137) to the campaign landing pages, 31% were accessed via the use of QR codes and 69% were accessed via a custom URL
  • Of the total completed responses (108), 24% were via QR codes

 

Survey results:

  • 44% of respondents indicated that price and value  determined where to dine
  • 39% indicated that the type of cuisine offered was the determining factor
  • Patrons indicated they used the following media to get dining information (multiple choices possible):
    • 47% – Internet and/or search engine
    • 32% – Print media
    • 27% – Direct restaurant advertising
    • 23% – Little Rock Dining and Entertainment Guide
    • 17% – Other
  • The largest demographic of diners were in the age range of 26-39 (43%); this same age group was the largest group (57%) of respondents to use the QR codes to access the campaign site

Read more about how this campaign was structured and why it succeeded.

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Client Little Rock Convention & Visitors Bureauwww.littlerock.com
Service Provider CustomXMwww.customxm.com

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