Responsible Consumer Marketing Campaigns
In early 2022, State of Washington Tourism (SWT) launched the True to Nature consumer marketing campaign. This was the state’sfirst out-of-market campaign in years and the first associated with the new brand.
The first phase of the campaign ran from January through March 2022. The integrated campaign included social, digital, and sponsored content in addition to broadcast/connected TV to reach travelers in our target market multiple times, increasing awareness and consideration of the State of Washington as a travel destination.
Creative included high-impact images of people experiencing Washington’s rejuvenating outdoor spaces as well as multiple destination videos produced by local filmmakers at Wondercamp. Our San Juan Islands video was featured as one of the Staff Picks on Vimeo.
Explore all True to Nature videos.
The latest phase of the True to Nature consumer campaign achieved 184:1 ROI. Campaign results showed:
- Advertising influenced $103.5 million visitor spending, with average trip spending of $1,343 per travel party
- Advertising generated $184 in visitor spending for each $1 invested in paid media
- Campaign influenced approximately 77,000 Washington trips.
- Ad-aware travelers visited more regions of Washington State than their unaware counterparts.
- Ad-aware visitors spent $403 more per trip and participated in more activities compared to unaware visitors
- The campaign creative’s communication ratings were in the top 10% of all campaigns measured by SMARInsights
Source: SMARI Insights, a national marketing research firm; True to Nature Advertising Effectiveness Report, released April 2024
The True to Nature campaign will run through the end of 2024. Contingent on funding, future campaigns will seek to continue the momentum and success of this three-year integrated marketing effort.
