Marketing & Media Effectiveness Study Available

The Convention & Visitors Bureau recently completed a Marketing & Media Effectiveness Study by H2R Market Research that is available at

The purpose of the study was to measure the impact the CVB’s marketing campaign had upon visitation and spending, and to calculate a marketing ROI. Some highlights from the study showed that the 2016 leisure campaign:

  • Reached 52% of travelers which equates to 11.1M aware households in the region at an average cost per aware household of just $0.08, down from $0.11 recorded last year;
  • Impacted 123k trips and influenced more than $73.6 million in travel revenue for the Springfield area;
  • Increased travel party spending to $598 from $533 last year;
  • Generated an ROI of $87 for every $1 invested in marketing, and;
  • Increased travelers’ post-exposure intent to visit Springfield by 15 points.

In addition, more than half of Springfield recent visitors indicated they would recommend Springfield as a leisure destination to their friends/family members.

For questions about the research or any of the CVB’s marketing efforts, contact Laura Whisler at 417-881-5300, ext. 104 or e-mail

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Laura Whisler is the Vice President for the Springfield, Missouri, Convention & Visitors Bureau

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