1. Brand Lift Tracking Study ~Wave2~ August 2017 - Rev 1

2. Introduction Sampling Methodology Research Now Online Panel
Wave 2
Introduction
Research Objectives
Three-wave tracking survey to measure consumer awareness of recent advertising and the impact of recent advertising on likelihood to visit San Luis Obispo County for leisure/vacation travel.
This report is for Wave 2. Report has been revised to show changes to Wave 1 results due to removal of unqualified respondents.
Sampling
Research Now Online Panel
Total sample size: n=1838
504 age 25-34/45-54 in Los Angeles area
384 age in San Francisco area
166 age in Seattle area
201 age in Las Vegas area
250 age in Phoenix area
333 age in Denver area
Qualification Criteria
Household income $75,000+
Plan to take at least one US leisure trip in next 12 months
Age 0-24 and 55+ excluded for all markets
Methodology
Survey Conducted:
July 7 - August 10, 2017
Median Length of Interview:
15 minutes
Report
All figures shown in this report are Wave 2 results only with the exception of the Wave-to-Wave comparison on page 4.

3. Wave 2
Key Findings - Wave 2
More than a third of respondents in Wave 2 (39%) have visited San Luis Obispo County in the past; overall, the Far Western states are the most visited for vacations (70%).
Future consideration of San Luis Obispo County is moderately high with two in five (40%) very likely to consider traveling to San Luis Obispo County for vacation in the next 24 months (pre-exposure).
Over one-fourth (29%) have seen, read or heard some form of advertising about San Luis Obispo County in the past six months.
Most (49%) saw, read or heard about San Luis Obispo County in social media.
The advertising had some impact with 40% of those advertising-aware visiting San Luis Obispo County and another 39% taking steps to learn more.
Concept Summary
Banner Ads
Videos
Kayak
Pier
Wine
Sunset
Cliff Road
Very appealing
50%
49%
43%
51%
Made me interested in visiting
48%
44%
40%
47%
Most preferred of the ads (#1)
36%
20%
All of the tested concepts were well-received.
Of the three banner ads, the Kayak ad continues to be preferred to the other two. For the videos, the Sunset video is only slightly preferred to Cliff Road.
The advertising resulted in some lift in terms of creating interest.
The likelihood of considering travel to San Luis Obispo County in the next 24 months for vacation increased from 40% (very likely) to 45% after viewing the three banner ads and two videos.
The most lift occurred in two geo areas with low likelihood: Denver and Phoenix (+9 points).
The increase in likelihood is consistent with other survey findings; those who claimed they were unlikely to visit gave a lack of information about the area as their top reason (60%).

4. Key Findings - Wave 2 Compared to Wave 1
Trended Summary
Wave 1
Wave 2
Percentage Point Change
Heard of/familiar, but not visited SLO
54%
51%
-3 ppts
Visited SLO 25 39
+14
Have not visited because don’t know enough about area 57 60 +3
Seen/read/heard ads about SLOC past six months 29 +4
Ad impact1 = visited SLOC 40 +1
Ad impact1 = interesting but took no action 17 18
Very likely to consider visiting (pre-exposure) 38 +2
Very likely to consider visiting (post-exposure) 41 45
Ad awareness has improved from Wave 1, with slight gains in the proportions of consumers who visited SLOC or found the ads interesting.
Fewer surveyed consumers are aware of SLOC in this Wave (51%; -3 points) but more claim to have seen, read or heard any advertising about SLO in the past six months (29%; +4 points).
More people are very likely to visit SLOC both prior to seeing advertising (+2 points in Wave 2) and after seeing the advertising (+4 points).
Among those who are aware of past advertising, slightly more this Wave visited SLOC as a result (40%; +1 point) and say they found the ads interesting, but took no specific action (18%; +1 point).
% Rated “Very Appealing”
Wave 1
Wave 2
Percentage Point Change
Kayak
43%
49%
+6 ppts
Pier 42 45 +3
Wine 36 38 +2
Sunset video 44 48 +4
Cliff Road video
All of the ads are considered appealing by more survey respondents in Wave 2 than in Wave 1.
The proportion of survey participants rating each of the ad concepts “very appealing” is higher this Wave. Kayak (46% #1 most preferred) is still preferred to Pier (33%) and Wine (21%), and the Sunset video (51%) is slightly preferred to the Cliff Road video (49%).
1Base=Aware of advertising

5. Familiarity with San Luis Obispo County
Wave 2
Familiarity with San Luis Obispo County

6. Familiarity with San Luis Obispo County (Total Respondents)
Wave 2
Would you be interested in visiting?
Would you be interested in visiting again?
68% Yes
92% Yes
Familiarity with San Luis Obispo County (Total Respondents)
% Have Visited by Region
Q6. How familiar are you with San Luis Obispo County in California? Q7A/B. Would you be interested in visiting San Luis Obispo County in California?/Would you be interested in visiting San Luis Obispo County again?

7. Wave 2
Familiarity with Locations in San Luis Obispo County (Total Respondents)
Q8. How familiar are you with the following locations in San Luis Obispo County?

8. Wave 2
Reasons Why Unlikely to Visit (Base=Very/Somewhat Unlikely; Multiple Responses)
Don’t know enough about the area
60%
Other destinations are closer 21
Other destinations are easier to get to
Other destinations offer a higher quality experience 18
Lacks experiences that are important to me 17
Not enough to do there 16
Other destinations offer a better family experience
Doesn’t provide a good value for the money 4
Been there many times before 2
Doesn’t offer a luxury accommodation experience
Weather isn’t what I like 1
Some other reason 12
Likelihood To Visit in Next 24 Months For Leisure or Vacation Purposes (Total Respondents)
Q9. How likely would you be to consider visiting San Luis Obispo County in California in the next 24 months for leisure or vacation purposes? Q10. Why are you unlikely to visit San Luis Obispo County for leisure/vacation in the next 24 months?

9. Where? (Base=Advertising Aware; Multiple Responses) Ad recall
Wave 2
Where? (Base=Advertising Aware; Multiple Responses)
Social media (Facebook, Twitter, etc.)
49% TV 46
Online website 42
Online video 34
Radio 32
Print magazine 27
Visitors Guide 25
Online banner ad 23
Online pop-up 21
Print newspaper 20
Flyer/brochure in the mail 13
Outdoor billboard
Bus/train/subway 12
Other (please specify) 2
Don’t remember 1
Seen/Read/Heard Advertising about Visiting San Luis Obispo County in Past 6 Months (Total Respondents)
Ad recall
Impact (Base=Ad Aware)
Q11. Have you seen, read or heard any advertising about visiting San Luis Obispo County in the past six months?
Q12. Where have you seen, read or heard advertising about visiting San Luis Obispo County in the past six months?
Q13. What specifically do you recall about the advertising you saw, read or heard?
Q14. Did the advertising that you experienced have any impact on your impressions or consideration of San Luis Obispo County as a travel destination?

10. Wave 2
Advertising Concepts
Three Banner Ads & Two Videos

11. Appeal of Ad (Total Respondents)
Wave 2
Banner Ad A
Appeal of Ad (Total Respondents)
Describe Destination (Total Respondents; % Selecting; Up to Five)
64%
Outdoors
17%
For someone like me 54
Exciting 15
Friendly 53
Fun
Happy 44
Natural
Inviting 25
Refreshing 10
Casual 22
Engaging 4
Romantic 19
Calm
Not for me
Unique 2
Boring 18
Family 1
Ordinary
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
The visual description in this ad makes me interested in traveling to this destination.
48%
I enjoyed seeing this ad. 47
This ad is believable. 46
This ad makes me want to learn more about this location.
This destination is relevant to me.
After seeing this ad, I am more likely to visit this destination. 42
This location is unique and different.
The concepts conveyed by this ad are meaningful to me. 41
This ad provides information I did not know before. 38
This ad would convince me to visit the booking website for this travel destination.
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

12. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
This ad is believable.
45%
The visual description in this ad makes me interested in traveling to this destination. 44
This destination is relevant to me.
I enjoyed seeing this ad. 42
This ad makes me want to learn more about this location. 40
The concepts conveyed by this ad are meaningful to me. 39
After seeing this ad, I am more likely to visit this destination. 38
This ad would convince me to visit the booking website for this travel destination. 35
This location is unique and different. 33
This ad provides information I did not know before. 30
Appeal of Ad (Total Respondents)
Describe Destination (Total Respondents; % Selecting; Up to Five)
68%
Calm
19%
Friendly
Outdoors 19
Happy
Casual 16
Fun 37
Romantic 12
Exciting 29
Natural 10
Engaging 24
Refreshing 7
Unique 22
Family 5
Boring
Inviting 4
Ordinary 20
For someone like me 3
Not for me
Banner Ad B
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

13. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
This ad is believable.
43%
The visual description in this ad makes me interested in traveling to this destination. 40
I enjoyed seeing this ad.
This destination is relevant to me. 39
This ad makes me want to learn more about this location. 37
The concepts conveyed by this ad are meaningful to me.
After seeing this ad, I am more likely to visit this destination. 36
This ad would convince me to visit the booking website for this travel destination. 33
This location is unique and different. 31
This ad provides information I did not know before. 29
Appeal of Ad (Total Respondents)
Describe Destination (Total Respondents; % Selecting; Up to Five)
51%
Calm
19%
Refreshing 49
Romantic 18
For someone like me
Outdoors 15
Exciting 35
Casual 14
Family 26
Natural 13
Engaging 23
Fun 8
Unique 21
Inviting 7
Boring 20
Friendly 6
Not for me
Happy 5
Ordinary
Banner Ad C
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

14. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale) A B C
The visual description in this ad makes me interested in traveling to this destination.
48%
44%
40%
I enjoyed seeing this ad. 47 42 40
This ad is believable. 46 45 43
This ad makes me want to learn more about this location. 37
This destination is relevant to me. 44 39
After seeing this ad, I am more likely to visit this destination. 38 36
This location is unique and different. 33 31
The concepts conveyed by this ad are meaningful to me. 41
This ad provides information I did not know before. 30 29
This ad would convince me to visit the booking website for this travel destination. 35
Ranking by Preference (Total Respondents; #1=Most Preferred)
-Comparison-
Appeal of Banner Ads (Total Respondents)
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q19. Please rank the three ads that you reviewed with ''1'' identifying the one you prefer the most.

15. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
The visual description in this ad makes me interested in traveling to this destination.
47%
This destination is relevant to me. 47
This ad is believable.
I enjoyed seeing this ad.
This ad makes me want to learn more about this location. 44
After seeing this ad, I am more likely to visit this destination. 42
This location is unique and different.
This ad provides information I did not know before. 41
This ad would convince me to visit the booking website for this travel destination. 39
The concepts conveyed by this ad are meaningful to me. 33
Appeal of Ad (Total Respondents)
Describe Destination (Total Responding; % Selecting; Up to Five)
54%
Outdoors
21%
Refreshing
Fun 20
Inviting 46
Exciting 18
Happy 28
Natural 16
For someone like me 23
Friendly 15
Romantic 22
Calm 14
Unique 21
Family 5
Not for me
Engaging 4
Boring
Casual 3
Ordinary
Video Ad A
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

16. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
This ad is believable.
48%
The visual description in this ad makes me interested in traveling to this destination. 47
This destination is relevant to me.
I enjoyed seeing this ad. 46
The concepts conveyed by this ad are meaningful to me. 44
After seeing this ad, I am more likely to visit this destination. 43
This ad makes me want to learn more about this location.
This ad provides information I did not know before. 40
This location is unique and different.
This ad would convince me to visit the booking website for this travel destination. 39
Appeal of Ad (Total Respondents)
Describe Destination (Total Responding; % Selecting; Up to Five)
49%
Outdoors
19%
Happy 45
Fun 18
Inviting 35
Family 17
Engaging 33
Exciting 16
For someone like me 30
Friendly 15
Romantic 27
Calm 10
Unique
Natural 4
Boring 22
Casual
Ordinary 20
Refreshing
Not for me
Video Ad B
Q17 base does not include those with “no opinion”
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q18. Based on the advertisement you just saw, which of the following characteristics best describe this destination?

17. Strong Agreement (Total Responding; % 9-10 on 10-Point Scale)
Wave 2
-Comparison- Appeal of Video Ads (Total Respondents) A B
Strong Agreement (Total Responding; % 9-10 on 10-Point Scale) A B
This destination is relevant to me.
47%
This ad is believable. 47 48
I enjoyed seeing this ad. 46
The visual description in this ad makes me interested in traveling to this destination.
This ad makes me want to learn more about this location. 44 43
After seeing this ad, I am more likely to visit this destination. 42
This location is unique and different. 40
This ad provides information I did not know before. 41
This ad would convince me to visit the booking website for this travel destination. 39
The concepts conveyed by this ad are meaningful to me. 33
Ranking by Preference (Total Respondents; #1=Most Preferred)
Q17 base does not include those with “no opinion”
Q15. xxx? Q17. xxx?
Q20. xx?
Q15. After reviewing the ad, how much does this leisure travel destination appeal to you? Q17. After reviewing the ad, how strongly do you agree or disagree…
Q20. Please rank the two video ads that you reviewed with ''1'' identifying the one you prefer the most.

18. Pre-Exposure (Total Respondents)
Wave 2
Likelihood To Visit in Next 24 Months For Leisure or Vacation Purposes (Total Respondents)
Pre-Exposure (Total Respondents)
Post-Exposure (Total Respondents)
Pre/Post Likelihood by Region (% Very Likely)
How to read: Example: 55% of those in LA were very likely to visit before seeing the ads and 55% were likely to visit after seeing the ads.
Q9. How likely would you be to consider visiting San Luis Obispo County in California in the next 24 months for leisure or vacation purposes?
Q21. After seeing the advertisements, how likely would you be to consider visiting San Luis Obispo County in California for a trip or vacation in the next 24 months?

19. Leisure Travel Behavior & Preferences
Wave 2
Leisure Travel Behavior & Preferences

20. Wave 2
Average (Mean) Spending per Person per Trip by Segment ($) (Total Respondents)
How to read: Example: average spending per person per trip is $2,018 among those residing in LA
Age
Income
Q23. On average, about how much do you typically spend per person when you take a leisure travel trip domestically (including all travel expenses like airfare, hotel, food, beverage, etc.)?

21. Wave 2
Important Activities when Traveling (Total Respondents; Multiple Responses)
Q22. Which of the following are important to you when traveling domestically (in the US) for leisure?

22. Wave 2
Important Activities by Travel Spend per Person per Trip (Total Respondents)
How to read: Example: 70% of those who spend $500 or less say that exploring new things is important
Q22. Which of the following are important to you when traveling domestically (in the US) for leisure?

23. Style of Travel (Total Respondents; Multiple Responses)
Wave 2
Style of Travel (Total Respondents; Multiple Responses)
Total Respondents
By Age
How to read: Example: 58% of those aged consider their travel style “relaxed”
Q24. How would you describe your style when you travel in the US?

24. Number of Days - US Leisure Trips (Total Respondents)
Wave 2
Number of Days - US Leisure Trips (Total Respondents)
Typical Type of Accommodation (Total Respondents; Multiple Responses)
Average: 6 days
Modes of Travel (Total Respondents; Multiple Responses)
Car 80%
Plane 85%
Q25. On average, about how long, in terms of days, are your US leisure travel trips? Q26. When you travel domestically for leisure, which of the following modes of transportation do you take to get to the destination?
Q27. When you travel for leisure in the US, which of the following types of accommodation do typically choose?

25. Spring 60% Summer 78% Winter 39% Fall 59%
Wave 2
Destination of Leisure Travel Trips (Total Respondents; Multiple Responses)
18%
35%
27%
20%
13%
36%
70%
23%
Time of Year for Leisure Travel (Total Respondents; Multiple Responses)
Spring 60%
Summer 78%
Winter 39%
Fall 59%
AK/HI
Q28. In which of the following seasons do you typically take leisure travel trips to US locations? Q29. Where in the US have you taken leisure/vacation travel trips in the past 24 months?

26. Wave 2
Demographics

27. Demographics Wave 2 Total Los Angeles San Francisco Seattle Las Vegas
Phoenix
Denver n=
1838
504
384
166
201
250
333
Age (Q2)
25-34
41%
58%
54%
48%
45% -
28%
35-44 33 46 52 55 45 38
45-54 26 42 34
Household income (Average) ($000) (Q3)
134.0
136.2
139.3
132.0
123.0
129.1
135.9
# of overnight leisure trips taken in US past 12 months (Q4)
0-1
15%
14%
10%
18%
16% 2 28 30 27 23 3+ 57 53 60 63 61
# of overnight leisure trips plan to take in US in next 12 months (Q5) 9%
13% 29 24 25 58 59
Marital status (Q32)
Married or partnered
81%
76%
78%
93%
84%
85%
Single never married 15 19 21 6 20 7 9
Divorced, separated, widowed 4 5 1

28. Demographics Wave 2 Total Los Angeles San Francisco Seattle Las Vegas
Phoenix
Denver n=
1838
504
384
166
201
250
333
Education (Q30)
Grade school/Some high school 1% 0% 2%
High school graduate 2 1 4
Some college 12 5 8 15 19 14
College graduate 46 48 49 47 43
Post graduate study, no degree 7 9 10
Post graduate degree 32 29 39 33 26 30
Employment status (Q31)
Employed full-time
83%
85%
81%
77%
82%
Employed part-time 6
Homemaker or stay-at-home parent
Student
Retired
Other 3
Travel with children (Q36)
Travel with children
54%
47%
60%
61%
57%
Do not travel with children 53 40

29. Demographics Wave 2 Total Los Angeles San Francisco Seattle Las Vegas
Phoenix
Denver n=
1838
504
384
166
201
250
333
Ethnicity (Q33)
White or Caucasian
77%
71%
64%
82%
75%
89%
90%
African American or Black 3 4 2 1 6
Hispanic/Latino 7 11 5
Native American
Asian or Pacific Islander 16 17 32 19 13
Other
Refused
Sexual orientation (Q34)
Heterosexual
91%
92%
87%
93%
LGBTQ
Number of people travel together (Q35)
One 5% 3% 4% 6%
Two 42 47 37 40 36 41 43
Three 21 22 24 15
Four 23 28
Five or more 10 8 14 12