Marketing

Jackson Tourism generated $10.9M in total tax revenue for federal, state & local taxes.

Local Tax Total $1.5M

MS Tax Total

Federal Tax Total $4.0M

$5.4M

0 4 8 12

Millions Tourism offset local property tax by $1.5 million

Total tax revenue

generated by travel spending for federal, state & local governments:

Local: $10.9 million MS: $1 billion Federal: $179.7 billion

In 2020, Visit Jackson’s marketing efforts focused on revitalizing the destination brand, introducing the strategic destination pillars, strengthening the reputation of the organization, showcasing Jackson’s diversity and multicultural offerings, all while maintaining steady growth in traditional advertising and marketing KPIs.

As soon as COVID-19 cases were being reported in Mississippi, Visit Jackson paused (eventually, stopping) all ongoing advertising. Creative messaging was developed and deployed to support public health information, partner and stakeholder updates, and short-term marketing campaigns.

Eventually, Visit Jackson started inviting people to visit the City With Soul in a safe manner which culminated with the Tourism Recovery Fund that launched in late September.

Jackson

Baton Rouge Mobile

Target Markets

Social Media Channels

Twitter • Engagements – up 253% YOY • Impressions – up 210% YOY

Facebook • Engagements – up 38.4% YOY • Impressions – down 44.8% YOY

Instagram • Engagements – up 37.1% YOY • Impressions – up 2.1% YOY

Soul Sessions • Podcasts - 7 • Plays - 409 YouTube • Views 52,055 (previous year, 125,635) • Watch Time – 5,783.50 hours (previous 1,691.70 hours) • Published Videos - 9

Websites

Visitjackson.com • Sessions - down 22.45% (91,023 vs. 117.376) YOY • Pageviews - up 38.56% (304,125 vs. 219,493) YOY • Session duration - up 51.01% (2:28 vs. 1:38) YOY • Organic searches – down 41.93% (22,132 vs. 38,111) YOY

My City

JXN.MS • Sessions - up 239.24% (52,464 vs. 15,465) • Pageviews – up 205.54% (65,189 vs. 21,336) • Session duration down 28.94% (:36 vs. :50) • Organic searches –up 518.50% (3,043 vs. 492)

MyCity TV • Episodes – 30 • Total Views – 36,914

Email Marketing

• Sends – 120,723 (vs. 14,527 in FY19) • Open Rate – 23% (29% in FY19) • Click Rate – 14% (15% in FY19)

Visitor Guides Distributed TOTAL Partners/ Contacts Groups Inquiries

18,871 5,646 10,101 3,053

Masks 4,723 4,807 650 286

Hand Sanitizers 8,871 10,389 7,671 206

Inquiries/Visitor Guides

3,053 Visitors Guides requested and mailed in addition to 1,193 Tour Guide reads on e-reader. Supplied 18,871 Visitors Guides to meetings and convention delegates.