Mamana reports campaign influenced 164,000 visitors and $147M spend
Mamana says the World Cup calendar featured more than 1,700 events, 17 times the city's previous highest-performing calendar. She says the digital campaign influenced about 164,000 visitors and generated an estimated $147 million in direct visitor spending.
Our World Cup calendar featured more than 1,700 events, offers, and borough-based experiences.
This is 17 times the number included in our highest-performing event calendar of the past three years, which was for the city's 400th.
And our marketing produced measurable results.
We were able to share more of this data in part because we were also funded to include measurement of our digital initiatives using third-party tools.
Specifically, we partnered with Tourism Economics to measure the $1 million portion, which was a programmatic digital media buy of the World Campaign.
This type of campaign uses technology to buy digital ads across several sites, focusing on people with very specific behavior.
In this case, we focused on those who showed intent to travel to New York City this summer and those who typically travel for big sporting events.
This allows us to see how many people saw our ads and then arrived in the city.
Our campaign influenced approximately 164,000 visitors who would not have otherwise visited without seeing that advertising.
Of those, 44% went to Brooklyn, 40% to Queens, 49% to Manhattan, 13% to Staten Island, and 24% to the Bronx.
We also know the campaign generated an estimated $147 million in direct visitor spend and $213 million in total economic impact.
Ultimately, we saw that for every $1 spent on this digital advertising,
Those visitors spent $147 in New York City.