What would be interesting is to know how the focus of advertising has shifted or not shifted over the years. Dick will probably know some of this, but I seem to recall reading some time ago that about 50% of ticket reservations were made only a few days in advance, implying that these people were already in the area. Do we know where they were staying and why?
I also seem to remember that past advertising has been focused on ABQ and Texas but that currently there is a push to get more front range residents to visit. Has the amount of advertising in Texas and ABQ been reduced?
Granted, with a limited budget if you want to try new areas you may need to cut back on existing areas, but focusing on what has worked in the past would seem to be good, at least in the short term.
There is an old adage in advertising, that 50% of your advertising doesn't work, it's just that no one knows which 50%.
Are ads being placed in "Arizona Highways" and similar travel magazines? Articles being placed? A few years ago SRI (the PM 1225 group) were lucky enough to have the AAA magazine for Indiana do an article on their North Pole Express trips. They sold out in September that year. Print works for seniors, grand parents, etc.
Are there digital equivalents that can be advertised in at relatively low cost? Google uses an auction system for clicks. Is the C&TS trying this? Digital is the way to go for the younger generation. How many moms do you see who aren't holding a smart phone?
Michael Allen