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Alderman reviews $6,000 international marketing pitch for Route 66 centennial
Summary
Alderman Kelly presented a six-month international marketing proposal from Herrmann Global Marketing that would target the U.S. and the U.K. for roughly $6,000, with options to add additional countries for about $2,000 each; committee members asked for more data and recommended comparing vendors before the next meeting.
Alderman Kelly presented a proposal from Herrmann Global Marketing for a six-month international marketing campaign to promote Pacific ahead of the Route 66 centennial. The proposal would target the United States and the United Kingdom for about $6,000 and would add additional countries for roughly $2,000 apiece, according to materials Kelly shared with the committee.
The committee was told the vendor works with state tourism offices and platforms that include a “destination story” and performance metrics. Kelly said, “It is a $6,000 6 month campaign,” and that the package includes a 750-word destination story and key performance indicators the vendor would report back. Kelly also said the vendor was recommended by Explore Saint Louis and that “Missouri tourism is actually up 13% versus like last year.”
Committee members asked how effectiveness would be measured and whether the town should focus on domestic or international outreach. One member said the firm’s web and social placements would likely drive clicks to a branded landing page; Kelly noted the vendor can provide web analytics and other KPIs, but the committee would need a local landing page and tracking setup to link ads to visits. There was no formal vote or commitment; members asked Kelly to solicit proposals from additional vendors so the committee can compare approaches and measurement plans before deciding.
Kelly said the campaign need not start in October and that payment could be split across fiscal years if the committee chose to do that; she suggested making a decision by December to tie in centennial promotion. She also noted the town is already included on several Route 66 guide apps and passports, and that passport stamping helps draw international travelers.
Next steps identified in discussion: Kelly will contact additional vendors, gather more detail on placements and KPIs, and present comparisons at the next committee meeting. No formal action or contract authorization was taken at this meeting.
