Tourism Commission Ends P.R. Contract

CAPE MAY — The city’s Tourism Commission held its final meeting with account executives from the MWW Group, a public relations firm from New York City, hired to increase press coverage of the city.
The commission chose not to renew a $6,000 per month contract with MWW, ending a 21-month business relationship.
At a Nov. 27 special meeting, MWW staffers April Guillerme and Carolyn Connors gave a final report of what their firm accomplished for Cape May’s tourism industry.
The firm’s job was to entice journalists to write stories about Cape May. The agency did not purchase advertising, a task that is handled by the commission.
Guillerme said MWW’s campaign strategy was to “leverage all of Cape May’s well known assets obviously Victorian architecture, the beautiful beaches and the plethora of events Cape May offers year-round.” She said their strategy was to position Cape May as a resort for all seasons particularly in the spring and fall shoulder seasons.
The main target audience was people living within 300 miles of Cape May, said Guillerme. She said there was an increasing effort to reach new media such as Web sites and blogs.
Guillerme said MWW created a press kit. She said 10 travel writers visited the city.
Connors said Cape May received 39 million media impressions in 2006 worth $1.5 million in advertising value.
Media impressions is the estimated number of people who have seen a publication based on the circulation times two or three, presuming a magazine or newspaper is read by more than one household member, or that it is available in a public place such as a doctor’s waiting room, said Guillerme.
For 2007, Cape May has received an estimated 64 million media impressions valued at $10 million. Connors said the agency raised the bar seeking stories in magazines with higher circulation and advertising rates.
In total, during the past 21 months, MWW generated about 104 million media impressions worth about $11 million, she said.
Commissioner Robert Steenrod said the dollar figure reflected what it would have cost the city to purchase that much advertising.
“That’s the benefit of public relations, it is usually six to seven times the value of what your advertising dollar can get,” he said.
As a gauge of success, Connors said Cape May room tax collections in 2006 were up $70,000 or 7.3 percent, beach tag sales increased 8.5 percent and water use also increased over 2005.
She said Cape May triggers childhood memories “for almost everyone I talk to.”
“When we first got on board with Cape May, there was a limited media landscape,” said Guillerme. “Through our research, we found there was limited awareness of Cape May beyond summer stays.”
Conners offered a list of stories about Cape May in publications during the last 21 months including the New York Times, NJ Savvy Living, Newsday, Washington Post, New York Daily News, and United Airlines in-flight magazine. Cape May was listed on the MSN Travel Web site as one of the top 10 family beaches.
Connors said the Web site reaches 3 million persons per month.
Rachael Ray’s Everyday magazine featured a small story about Jersey shore road trips last July.
Steenrod said Cape May tends to attract older persons that are well educated and have a high level of income.
In September, the commission discussed finding a smaller firm that may be “scrappier” and put forth an extra effort. At that time, Steenrod suggested the commission consider writing its own press releases for six months or hire an employee that would work jointly for the Chamber of Commerce of Greater Cape May and the commission.
Tourism Commission Chairman David Craig read a letter from New Jersey Secretary of State indicating the Department of Tourism has included Cape May in its “Great Destinations in Any Direction” advertising campaign which includes billboards, radio spots, Internet and print advertising. The campaign reaches beyond this state into Pennsylvania, New York, Massachusetts, Ohio, Maryland, Virginia and Washington D.C.