Convention & Visitors Bureau Embraces Barter To Promote Area
do you do when an advertising budget is cut from $420,000 to $165,000?
Get creative, think out of the box...such was the reaction of the Atlanta
Convention and Visitors Bureau (ACVB).
turned to the city’s resources—hoteliers, restaurants and
various attractions like the Atlanta Braves, Six Flags Over Georgia,
Stone Mountain Park, the Atlanta Zoo, and Atlanta’s Botanical
Gardens—which provided in-kind payments (free passes and tickets),
rather than the usual cash donations.
ACVB went into action, putting together 900 packages. A typical prize
would be a three-day trip to Atlanta for a family of four with tickets
to four attractions.
packages were then exchanged, along with some cash (from the $165,000
budget), on a leveraged basis to acquire 2,500 television spots and
5,400 radio ads, valued at $1.5 million.
were also run in secondary markets, including Florida cities such as
Jacksonville, Tallahassee, and Pensacola.)
media moved unsold inventory, ACVB reminded millions of people about
the delights of Atlanta, and the city’s resources benefited from
the traffic and greater awareness that were brought about through barter.