CVB buys gas to encourage auto travelers

The CVB’s “We’ll Buy Your Gas” campaign kicked off March 15 and will run through Dec. 31.

The CVB is providing $40 Visa gift card to visitors and locals who meet the program requirements. Participants must stay at least two nights at a participating hotel, spend at least $25 at a participating restaurant, buy two tickets to Wonders of Wildlife and get a validation stamp on the program form at Bass Pro Shops Outdoor World, though no purchase is necessary at Bass Pro. Details and a form are available at www.vacationspringfield.com.

In 2006, the campaign generated more than 50,000 inquiries and the CVB distributed more than 1,000 gas cards, according to CVB spokeswoman Susan Wade.

The program is funded by CVB marketing cooperative money, Wade said, as well as matching grant funds from the Missouri Division of Tourism. Wade said attractions pay varying fees to participate in the program, but hotels pay $250 plus $5 per room night, and restaurants pay $250 plus $5 per redemption.

As of April 17, the CVB had received 5,375 inquiries and 2,639 unique Web site visitors regarding the campaign.

Advertising for the campaign began March 26, which Wade said makes it hard to determine whether the inquiries are being driven by marketing or increasing gas prices.

The CVB is spending about $685,000 on TV, radio and print advertising in St. Louis and Kansas City; Little Rock and Fayetteville, Ark.; Wichita, Kan.; and Tulsa, Okla.

About 87.8 percent of travelers to Springfield come by personal automobile, according to the CVB, largely from the cities in which the campaign is being marketed.

“They’re 300 or so miles out, which is a reasonable driving distance,” Wade said, noting that Springfieldians also can get the gas cards by meeting program requirements.

Wade, who has done about 13 radio interviews since marketing efforts began, said the marketing materials are focused on getting the word out about the campaign, but the CVB also is working to let people know what Springfield has to offer.

“It’s a great place to visit, and that’s something we try to emphasize, that we have great attractions and it’s a … good family destination, good for the outdoorsy type of person,” she said.