The Alaska Ad Effectiveness & ROI Study measures the incremental travel and spending that was generated that would not have otherwise occurred in Alaska without the Alaska Travel Industry’s advertising campaign. It examines the overall contribution of the television, magazine and direct mail campaigns in addition to the Official State of Alaska Vacation Planner, Reach Brochure and TravelAlaska.com website.

The study is conducted online using a professionally managed email panel provided by Survey Sampling International (SSI), the most respected provider of research sample in the industry. In 2010 a total of 3,047 travelers were interviewed across all four geographic regions of the United States, and the data was rebalanced commensurate with Census population to ensure accurate representation nationwide.