Minnesota 2012 Tourism Advertising Return on Investment Evaluation

Release Date: Feb 05, 2013

Explore Minnesota Tourism's spring/summer 2012 advertising campaign was evaluated to estimate its return on investment, including economic impacts associated with the incremental travel and traveler spending that were generated by the advertising campaign.

Two reports provide results from the study:

Minnesota 2012 Tourism Advertising Evaluation Study, by Longwoods International, describes the research objectives and methodology; the campaign that was being evaluated, and the findings.

The Economic Impact of the Spring/Summer 2012 Tourism Ad Campaign in Minnesota, by Tourism Economics, details the economic impacts associated with the advertising-generated travel and travel spending.