2021-22 Marketing Plan
This year's marketing plan and annual budget may be the second most difficult one we have ever written, as the tourism industry embarks on recovery following the devastating impact of COVID-19. We are seeing some return of travel in the spring of 2021 with the county hotels occupancy running around 55%. Although leaps and bounds greater than 2020, we remain around 10% down compared to 2019 numbers.
Our "Recovery - Marketing the County Following COVID" Marketing Plan has a focus on our strengths which is our location along I-95 and I-40, and our proximity to the Raleigh/Wake County market. We will pitch our new messages in the 50-150 mile radius to Johnston County with unique landing pages for Weekends are FUN, Savings are BIG, Discover great ART, etc., to attract day trips and short weekend get-a-ways for girlfriends, camping and recreation, and culinary trails like the Beer, Wine, Shine Trail and our BBQ Trail in JoCo.
This year we will remain flexible and make changes to creative, market, or method based on the research webinars provided to us by the VisitNC team. We will also be seeking additional grants for investments in programs like JoCo Grows Agriculture and for several tourism related projects the staff is working to advance.