Travel Iowa Marketing Overview

Travel Iowa Marketing Strategy

GOAL: 

Move travelers from consideration to action (booking a trip).

STRATEGY: 

Prioritize consumer motivators (emotional connection, unique experiences, financial value) to drive action.  

BUSINESS OBJECTIVES: 

• Attain 5% growth in YOY visitor spending through 2027.
• Achieve 65% of total visitation from out-of-state visitors by 2027.

MARKETING OBJECTIVES: 

• Create AWARENESS of Iowa as a viable travel option.
• Inspire CONSIDERATION of Iowa through trip shopping.
• Drive ACTION that shows legitimate intent to book a trip.

KEY PERFORMANCE INDICATORS: 

• Awareness: Video watch time, shares/saves, cost per view, video completion rate, engagement rate, impressions.
• Consideration: Website engagement rate, website users per landing page, website engaged sessions, social saves.
• Action: Hotel bookings and searches, travel guide orders, passport sign-ups.

Travel Iowa Target Audiences

Travel is often the first step to relocation. Therefore, audience alignment between Tourism and Workforce Attraction marketing is critical to the growth and success of Iowa. 

• Young Families ages 25-45 with at least one child in household, living in surrounding states.
• Childfree Professionals ages 25-25, employed and living in surrounding states.
• People with an Iowa Connection (former residents, family/friend connections, alumni or past travelers) living anywhere nationwide.