Missouri Division of Tourism

Buyer seeks a research partner to evaluate the effectiveness of their 2024 tourism marketing campaign. The research will assess consumer reactions to the 'That's my M-O' creative, examine reach and impact of marketing efforts, and quantify campaign performance. This is part of an ongoing annual evaluation that includes two phases, with the second phase measuring actual travel generated from the campaign.

• 5/13/2025 - Proposal Due Date

• Evaluate refreshed creative and consumer reactions to advertising
• Analyze reach and overlap of paid, earned, shared, and owned marketing efforts
• Assess advertising's ability to reach target audience and generate recall
• Quantify media buy efficiency in cost per aware household
• Determine campaign strength in spurring actions and improving perceptions
• Explore differences in reactions across geographic market segments
• Develop method to identify high-value traveler segments
• Analyze campaign impact on consumer perceptions and intentions to visit
• Evaluate travel generated in response to campaign in second phase
• Calculate economic impact and ROI in follow-up research