With the Wrightsville Beach Marketing Advisory Committee voting not to include any buys with TripAdvisor in the fall marketing campaign, the committee voted on replacement buys at its meeting on Tuesday, Sept. 10.
The $10,000 that was to be spent on TripAdvisor will now be split between a four week banner ad on WRAL’s desktop website and a targeted email blast, or e-blast. Tom Hickey, marketing director for Clean Design, the town’s marketing agency, suggested spending $7,500 on the WRAL buy and $2,500 on the e-blast.
With that $7,500 buy Hickey said the WRAL banner ad would garner about 1.9 million impressions over the four weeks the ad would run. The ad would be placed at times during the day when the site’s traffic is the highest and would appear both on the main page and the weather pages, Hickey said.
As the No. 1 local website in the Triangle, Hickey said www.WRAL.com has proven to be a solid performer for ad clicks and that its audience is generally educated and upscale.
The $2,500 to be spent on the e-blast would reach around 100,000 primarily North Carolinians, who have signed up to receive travel emails. A portion of the blast would also reach potential visitors in Ohio, Pennsylvania and Virginia.
The WBMAC members were all in support of Hickey’s recommendations and Hickey said Clean Design would be able to provide a complete performance report at the committee’s December meeting.
In response to the Regional Branding Initiative to be presented to the Wrightsville Beach Board of Aldermen at its Thursday, Sept. 12 meeting, the WBMAC passed a recommendation asking the board of aldermen not to support the initiative until more concrete plans are presented. Although the initiative is labeled as purely an economic development push, committee members were wary of the project incorporating tourism rebranding because tourism is a large part of the local economy.