Downtown Partnership of Baltimore LED billboards
• Video signage ran on all 11 of the new LED billboards throughout the downtown footprint
Peak holiday travel
• Billboards in the Baltimore Metro and Richmond Metro and BWI digital signage ran during peak travel dates around the Thanksgiving holiday
Dynamic video content on Meta
• Facebook and Instagram delivered mass awareness 11.6 MM impressions across key states
• Dynamic video ads promoting tickets and video ads promoting hotels had strongest engagement
YouTube relevant ads
• Videos on YouTube delivered 6.7 MM impressions with an average CTR of 1.88 %, an increase of 4.2MM impressions over last year ’ s campaign
Marketing Timeline
• Street teams attended pre-promotion events from June 2022 through March 2024
• Public relations September 26 , 2023 through February 25 , 2024
• Local press event to kick off the tournament on September 26 , 2023
• Paid advertising ran from November 1 , 2022 through March 1 , 2024
• Visit Baltimore organic social media ran from January 2024 through February 2024
• Visit Baltimore awareness ads in CIAA markets January 2024
• Local welcome signage in the downtown footprint from November 2022 through February 2024
• High-impact local signage went live from January 2024 through February 2024
Overall Paid Advertising Metrics
• More than 84 million impressions across all media , 29 million more than 2023
• Radio delivered more than 17.9 million impressions
• Facebook delivered more than 10.4 million impressions and 270,430 clicks
• Instagram delivered more than 1.3 million impressions
“ It means so much to have a chance to show off Baltimore , to show off Maryland and to show the CIAA that this is a great long-term home .” Wes Moore , Governor of Maryland
9