Advertising and communications powerhouse J. Walter Thompson (JWT) has brought in Spurrier Group, a marketing and media agency with offices in Richmond and Washington, D.C., to develop, execute and manage a strategic media planning and buying campaign for the Illinois Office of Tourism (IOT) during Spring/Summer 2018.
Working collaboratively with account managers at JWT, Spurrier Group will develop a performance-based media strategy to help the IOT compete more effectively and efficiently for high-value leisure travelers to the state. Goals for the campaign include increasing new visitors to the state, increasing statewide visits by Illinois residents, increasing the length of stay by one day and converting day-trippers to overnight stays. Spurrier Group will handle media planning, buying, placement and analysis of IOT ads in traditional, digital and social channels.
With IOT in the portfolio, Spurrier Group continues to expand its footprint well beyond Virginia. The firm brings decades of experience in the travel, tourism and hospitality sectors, having executed comprehensive media campaigns for Virginia Tourism Corporation, New York Department of Tourism, Maryland Department of Commerce’s Division of Tourism, Film & the Arts, Amtrak Virginia, the Virginia Museum of Fine Arts, Cambria Hotels and the National Geographic Museum, among many others.
JWT and Spurrier Group have joined forces on several accounts in recent years. “We tapped Spurrier Group because of the firm’s performance-based approach to media planning and buying, which was an ideal fit for the campaign needed by the Illinois Office of Tourism,” said Scott Miskie, executive vice president of JWT Chicago. “Donna Spurrier and her media-progressive team wowed the IOT with an impressive, innovative media strategy that demonstrated their depth of expertise about how to reach target audiences. We are delighted to partner with them again.”
“It’s an honor to have been selected to work with JWT and the Illinois Office of Tourism to increase visitation to the state,” said Donna Spurrier, CEO and founder of Spurrier Group, a Capitol Communicator sponsor. “Today’s travelers are looking for unique experiences and Illinois has a great story to tell with so much to offer in many arenas, including culinary, music, sports, history, arts and outdoors. We have some specific goals to hit in 2018 we are just about ready to launch the campaign that is aligned to get there!”
The Illinois Office of Tourism account is funded and managed by the Illinois Department of Commerce and Economic Opportunity.