Case Study

Client

• Visit USA Association (UK) (www.visitusa.org.uk)
• US Department of Commerce (www.commerce.gov)

Situation → Problem → Solution

US Tourism ran a television campaign around their most popular export, the film industry, to attract visitors from the United Kingdom and Japan.

The US Department of Commerce wanted to follow this up with research targeting the Visit USA Association subscribers. The aim was to gauge views on the advertising campaign and find out more about potential visitor's holiday intentions.

Initially we were asked to send a simple plain text email giving subscribers the option to reply back via email. However, we suggested broadcasting a Visit USA branded email with a link to an easy to complete web form.

Results

Of 1,500 emails sent Visit USA over 23% (350) of recipients completed the survey.

This is extremely high considering the significant level of effort required from each recipient.

We believe that the clearly designed email and form strongly contributed to the high response level.

Over 40% of all recipients opened the email and over 60% of these clicked through to the web form. This equates to 400 recipients visiting the form of which 350 (or 88%) went on to complete the survey.

The Visit USA Association and US department of commerce were very pleasantly surprised by the results they received. We exported all results into easily digestible graphs.

Testimonial

“Many thanks for undertaking the e-mail US Department of Commerce post advertising campaign research. We were very pleased with the high response levels that the research achieved – much higher than we had anticipated which, of course, made the results more robust and reliable. You handled the project very well and I have had very good comments on the quality and presentation back from the Department of Commerce in Washington. ”

Alan Waddell, Chief Operating Officer

The Visit USA Association (UK) Ltd
www.visitusa.org.uk