As chairman of WADMC, Busch Gardens president Carl Lum was one of the strongest advocates of the research effort.
said one very important thing was learned that goes against the grain of what has been the conventional wisdom.
said that's important information to know in terms of when advertising should run in each market.
said the destination might want to go into New York early and save advertising for Washington, D.C., for later in the season.
"That's something I don't think WADMC
has done before," he
said one of the benefits of the research was learning how many people had come here five or 10 years ago.
"Those are people we need to get back.
We need to tell them that if they came here 10 years ago, many things have changed," he
"That's what it's all about."
He said the destination needs to focus on getting people to look up Williamsburg on the Internet.
Once they've taken that step, they are closer to a "decision point" about whether to come here.
"It's all about how to spend that $3.5 million [WADMC marketing budget] most efficiently," he