1. WADMC Tracking Survey – August 2011 1 Williamsburg Area Advertising Tracking 2011 Post-Campaign Survey August 19, 2011

2. WADMC Tracking Survey – August 2011 2 Methodology Parents with children under the age of 18 in four media markets receiving Williamsburg advertising: Washington, DC (n=255); Philadelphia, PA (n=255); New York, NY (n=255); Raleigh/Durham, NC (n=254) Audience Overall n=1019 with a margin of error of +3.1% in 95 of 100 cases Per market n≈250 with a margin of error of +6.2% in 95 of 100 cases Margin of Error Online surveys conducted on the following dates: August 8-11, 2011 July 26-31, 2010 July 26-30, 2009 March 18-April 4, 2008; July 7-11, 2008 Data Collection

3. WADMC Tracking Survey – August 2011 3 Executive Summary Williamsburg advertising remains an effective promotion tool for the region Ad recall has risen since last year – 55% now report seeing advertising in the past 30 days Ad-generated interest in visiting Williamsburg is up overall, and has grown significantly in the DC and Raleigh/Durham media markets While respondents who recall Williamsburg advertising remain much more likely to visit than those who have not, their numbers have fallen a bit. This slippage may be due to increased openness to other vacation options in an improved economic climate, but will be important to keep an eye on in the future Respondent perception of Williamsburg as a vacation destination continues to improve Williamsburg’s ratings increased for every performance attribute tested. This marks the second straight year of across the board growth Driven by those who report seeing Williamsburg advertising, the attribute rating on being “a good value for the money” improved the most since 2010 The region’s historic and entertainment attractions are top of mind for respondents and mentioned as compelling reasons to visit Respondents are increasingly likely to take vacations and leisure trips More than 90% of respondents are likely to go on a vacation/leisure trip in the next twelve months However, this industry-wide improvement is not an automatic benefit. The number of respondents likely to visit Williamsburg in the same time period has actually fallen slightly – underscoring the importance of reaching out to target audiences

4. WADMC Tracking Survey – August 2011 4 Advertising Recall

5. WADMC Tracking Survey – August 2011 5 Williamsburg advertising recall has risen slightly and remains one of the most recalled In the past 30 days, do you recall seeing an advertisement campaign for any of the following places? +4 Those most likely to recall Williamsburg advertising: Residents in the DC media market (64%) Respondents ages 55+ (63%) Respondents with older children (13-15: 58%; 16-17:60%) Upscale respondents (college degree+: 56%; $100K+: 58%)

6. WADMC Tracking Survey – August 2011 6 Ad recall is up in DC and Raleigh/Durham, unchanged in NYC, and down in Philadelphia In the past 30 days, do you recall seeing an advertising campaign for… Williamsburg, VA? *Results display %Yes/Recall +7+14 No Change -6

7. WADMC Tracking Survey – August 2011 7 Television remains by far the most cited source of Williamsburg advertising. Graphic depictions are the most common online ads Where do you recall seeing the advertisement for Williamsburg? *Results shown among those who recall seeing the ads. N=556 Respondents Who Recall Online Advertising Ad Source20102011 Graphic Ad 33%39% Sponsored Link 32%16% Both 23%16% Don’t Remember 12%29%

8. WADMC Tracking Survey – August 2011 8 Colonial Williamsburg and Busch Gardens remain the most recalled aspects of advertising 2009 2010 2011 Thinking specifically about advertising for Williamsburg, Virginia, please describe the advertising for Williamsburg, Virginia.

9. WADMC Tracking Survey – August 2011 9 Specific information about Williamsburg is conveyed more clearly through non-online sources Thinking specifically about advertising for Williamsburg, Virginia, please describe the advertising for Williamsburg, Virginia.

10. WADMC Tracking Survey – August 2011 10 Advertising Impact

11. WADMC Tracking Survey – August 2011 11 Williamsburg’s colonial/historic associations are more top of mind with respondents who have seen advertising What are the first words or phrases that come to mind when thinking about Williamsburg, Virginia? Yes, Recall Williamsburg Ad No, Do Not Recall Williamsburg Ad

12. WADMC Tracking Survey – August 2011 12 Ad-generated interest has rebounded significantly in DC and Raleigh/Durham and remains solid in Philadelphia and NYC On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? *Results shown among those who recall seeing ads.

13. WADMC Tracking Survey – August 2011 13 On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a vacation/an overnight leisure trip to the Williamsburg area? No, Do Not Recall Williamsburg AdYes, Recall Williamsburg Ad Interest in visiting is still higher among respondents who recall Williamsburg ads, but has risen with those who do not recall ads Respondents who have seen Williamsburg advertising show more interest in leisure trips, while those who have not seen ads prefer vacations

14. WADMC Tracking Survey – August 2011 14 While interest in visiting Williamsburg is up, actual visit likelihood has fallen among respondents who recall advertising How likely are you to visit the Williamsburg, Virginia area for vacation/overnight leisure trip in the next twelve months (2009: six months)? Yes, Recall Williamsburg Ad No, Do Not Recall Williamsburg Ad Total Likely: 35% Total Likely: 60% Total Likely: 51% Total Likely: 22% Total Likely: 33% Total Likely: 35% -9 Points +2 Points

15. WADMC Tracking Survey – August 2011 15 Perceptions of Williamsburg

16. WADMC Tracking Survey – August 2011 16 Williamsburg’s attractions are a significant draw to the area, but cost, distance, and having been there before can work against it What are some the reasons that you would choose to take/not take a family vacation/overnight leisure trip to the Williamsburg area? Take a family vacation/leisure trip Not take a family vacation/leisure trip

17. WADMC Tracking Survey – August 2011 17 Distance from Williamsburg is a particular issue in the Philadelphia and NYC media markets What are some the reasons that you would choose to not take a family vacation/overnight leisure trip to the Williamsburg area? *Results shown represent top five reasons Top Five Reasons for Not Visiting Williamsburg by Media Market Raleigh/Durham, NC Too Expensive (16%) Already Been There (10%) Prefer Somewhere Else (9%) Economic Situation (9%) Too Far Away/Busy (7%) Washington, DC Already Been There (20%) Too Expensive (15%) Boring (11%) Not Interested (9%) Prefer Somewhere Else (9%) Philadelphia, PA Too Far Away (16%) Already Been There (10%) Boring (10%) Not Interested (10%) Prefer Somewhere Else (10%) New York, NY Too Far Away (15%) Prefer Somewhere Else (10%) Boring (10%) Already Been There (9%) Kids Too Young (7%)

18. WADMC Tracking Survey – August 2011 18 The top two factors when planning a vacation are whether the destination is “a fun place” and “a good value for the money” When planning a family vacation, please rate how important the following items are in determining where you go. Please use a 10-point scale, where a 0 means the item is not at all important, and a 10 means it the item is extremely important. Mean Score A fun place 8.8 Is a good value for the money 8.6 A place that has something for everyone 8.4 Has all sorts of recreational opportunities for kids and adults 8.3 A place that has something for every budget 7.9 A place to learn and discover new things 7.8 A place that is easy to get to 7.8 A place with lots of entertainment 7.8 Attribute Importance Ranked by Mean Score

19. WADMC Tracking Survey – August 2011 19 Attribute scores have risen across the board Based on anything you know, read or may have heard about the Williamsburg, Virginia area, please rate the following statements about the area. Please use a 10-point scale, where a “0” means the statement DOES NOT DESCRIBE THE WILLIAMSBURG AREA AT ALL, and a “10” means it DESCRIBES THE WILLIAMSBURG AREA EXTREMELY WELL. 200920102011 Change from 2010 A place to learn and discover new things 7.57.67.7 +0.1 A place that is easy to get to N/A 7.3 - Has all sorts of recreational opportunities for kids and adults 6.86.97.1 +0.2 A fun place 6.9 7.1 +0.2 A place with lots of entertainment 6.66.87.0 +0.2 A place that has something for everyone 6.9 7.0 +0.1 Is a good value for the money 5.96.26.9 +0.7 A place that has something for every budget N/A 6.9 - Williamsburg Attributes Ranked by 2011 Mean Score

20. WADMC Tracking Survey – August 2011 20 Advertising is moving the needle for Williamsburg being viewed as “a good value for the money” Based on anything you know, read or may have heard about the Williamsburg, Virginia area, please rate the following statements about the area. Please use a 10-point scale, where a “0” means the statement DOES NOT DESCRIBE THE WILLIAMSBURG AREA AT ALL, and a “10” means it DESCRIBES THE WILLIAMSBURG AREA EXTREMELY WELL. Yes, Recall Williamsburg Ad 200920102011 Change from 2010 A place to learn and discover new things 7.98.28.1 -0.1 A place that is easy to get to N/A 7.7 -- A fun place 7.67.77.5 -0.2 A place that has something for everyone 7.47.77.5 -0.2 Has all sorts of recreational opportunities for kids and adults 7.47.67.4 -0.2 A place with lots of entertainment 7.27.57.4 -0.1 Is a good value for the money 6.26.97.2 +0.3 A place that has something for every budget N/A 7.2 -- Williamsburg Attributes Ranked by 2011 Mean Score

21. WADMC Tracking Survey – August 2011 21 Performance Importance A fun place Yes, Recall Williamsburg Ads Performance scores given by respondents who have seen Williamsburg advertising are more aligned with importance than those given by respondents who do not recall ads. Notably, the difference between importance and performance is less than one numeric point for half of the attributes tested. However, Williamsburg’s performance scores still lag behind the four most important attributes – including “is a good value for the money.” Recall Advertising: Attribute Performance vs. Importance Is a good value for the money A place that has something for everyone Has all sorts of recreational opportunities for kids and adults A place that has something for every budget A place that is easy to get to A place with lots of entertainment A place to learn and discover new things

22. WADMC Tracking Survey – August 2011 22 Performance Importance Do Not Recall Advertising: Attribute Performance vs. Importance No, Do Not Recall Williamsburg Ads Respondents who do not recall advertising have a notably less favorable image of Williamsburg. There are only two attributes for which performance is relatively in line with importance. Both are among the least important factors tested. Williamsburg’s performance scores are further below importance for the remaining six attributes. There is particular room for improvement on being “a fun place,” “a good value for the money,” and a place that has something for everyone.” A fun place Is a good value for the money A place that has something for everyone Has all sorts of recreational opportunities for kids and adults A place that has something for every budget A place that is easy to get to A place with lots of entertainment A place to learn and discover new things

23. WADMC Tracking Survey – August 2011 23 Vacation vs. Staycation

24. WADMC Tracking Survey – August 2011 24 The number of families taking vacations and leisure trips continues to rise Over the past twelve months (2009: nine months), how many family vacations/overnight leisure trips have you taken? Trip Type 2009 (% Yes) 2010 (% Yes) 2011 (% Yes) Change from 2010 Vacation 48%80%90% +10 Leisure Trip 61%82%92% +10

25. WADMC Tracking Survey – August 2011 25 Williamsburg still lags behind a number of more popular destinations Where did you go on your family vacation(s)/leisure trip(s)? *Results among responses equal to or greater than 5% for 2011 Top VacationsTop Leisure Trips Destination/Activity20102011Change Florida15%12% -3 Walt Disney World7%12% +5 Camping3%11% +8 Myrtle Beach, SC5%11% +6 North Carolina10%11% +1 Beach12%8% -4 Jersey Shore3%7% +4 Orlando, FL7% -- Cruise1%6% +5 New York7%6% Amusement Parks1%5% +4 Virginia4%5% +1 Pennsylvania7%5% -2 Williamsburg, VA4%2% -2 Destination/Activity20102011Change Camping4%12% +8 Florida9%10% +1 North Carolina11%10% Pennsylvania8%10% +2 Beach8%9% +1 New York9% -- Walt Disney World4%9% +5 Myrtle Beach, SC6%8% +2 Orlando, FL4%8% +4 Jersey Shore2%7% +5 Cruise1%6% +5 New Jersey5% -- Washington, DC2%5% +3 Virginia8%5% -3 Williamsburg, VA4%3%

26. WADMC Tracking Survey – August 2011 26 The likelihood of families taking a vacation/leisure trip is at an all time high How likely are you to go on a family vacation/overnight leisure trip in the next twelve months (2009: six months)? *Note: In 2007, the question was worded, “During the next six months, how likely are you and your family to take a trip or vacation that would require you to stay in a hotel or motel for two or more nights?” Results: 45% Definitely will, 32% Probably will, 23% Might or might not, 0% Will not 2009 20102011 Total Likely: 94% 2007 Total Likely: 94% Total Likely: 86% Total Likely: 87% Total Likely: 82% Total Likely: 74% Total Likely: 77% Very Likely Not Very Likely Somewhat Likely Not At All Likely

27. WADMC Tracking Survey – August 2011 27 Williamsburg receives several mentions for future vacations/ leisure trips, but many other destinations remain more popular Which destination(s) are you considering for future vacations/overnight leisure trips? *Results among responses equal to or greater than 5% for 2011 Top Future Vacations Top Future Leisure Trips Destination/Activity20102011Change Florida16%14% -2 Walt Disney World7%12% +5 Myrtle Beach, SC4%5% +1 Walt Disney Land7%8% +1 North Carolina6%5% Beach10%6% -4 Orlando, FL7%8% +1 Cruise5%7% +2 California5% -- Williamsburg, VA3% -- Destination/Activity20102011Change Florida11% -- North Carolina6%7% +1 Beach7%5% -2 New York6% -- Walt Disney World3%8% +5 Myrtle Beach, SC5%6% +1 Orlando, FL4%9% +5 Williamsburg, VA3%4% +1

28. WADMC Tracking Survey – August 2011 28 Respondents located in markets closer to Williamsburg show higher interest in visiting On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a vacation/an overnight leisure trip to the Williamsburg area?

29. WADMC Tracking Survey – August 2011 29 Respondents are more likely than ever to go on a vacation/ leisure trip, but less likely to travel to Williamsburg than in 2010 How likely are you to visit the Williamsburg, Virginia area for a vacation/overnight leisure trip in the next twelve months (2009: six months)? 2009 Total Likely: 31% Total Likely: 27% 2010 Total Likely: 47% Total Likely: 48% 2011 Total Likely: 48% Total Likely: 38% Very Likely Not Very Likely Somewhat Likely Not At All Likely

30. WADMC Tracking Survey – August 2011 30 Reported visits to Williamsburg are down slightly from their 2010 high Have you visited the Williamsburg, VA area for a family vacation/an overnight leisure trip in the past twelve months (2008/9: six months)? 2011 2010 2009April 2008July 2008

31. WADMC Tracking Survey – August 2011 31 Insight → Action

32. WADMC Tracking Survey – August 2011 32 Insight → Action InsightAction Williamsburg advertising is hitting its mark. Both ad recall and ad-generated interest have risen in the past year. Targeting key groups in their respective media markets should prolong this trend – especially in the much improved DC and Raleigh/Durham markets. Respondents have an improved impression of Williamsburg as a vacation destination. The rise in performance scores is heavily driven by those who recall ads – underscoring the positive effect advertising can have on Williamsburg's image. Ads may be helping Williamsburg’s overall image, but several key attributes, including being “a fun place” and “a good value,” still lag behind importance. Expanded and enhanced outreach efforts may be necessary to continue moving the dial in Williamsburg's favor.