Wyoming office of tourism

Transcription

1 REACH 5 MILLION TRAVELERS 2019/2020 Wyoming office of tourism LEISURE MARKETING OPPORTUNITIES

2 TRAVEL INDUSTRY insights TOURISM IS BIG BUSINESS TO WYOMING! Every year, the Wyoming Office of Tourism spends millions of dollars marketing to out-of-state travelers. As a rising tide lifts all boats, we want to make it easy for you our industry partners to have your messages and advertising reach your target audiences as we work together to market the Cowboy State. To help you strategically market to your target audiences, the Wyoming Office of Tourism has helped create affordable opportunities for you to advertise in a variety of channels, including print, web and . As you look to effectively and efficiently put your marketing dollars to work, I invite you to take advantage of the diverse programs offered by the Wyoming Office of Tourism. Diane Shober, Executive Director, Wyoming Office of Tourism 8.7 MILLION ANNUAL VISITORS SPENDING $3.6 BILLION $195 MILLION TAX REVENUE GENERATED Dean Runyan Wyoming Travel Impacts Report 3 NIGHTS AVERAGE STAY $762 $729 $541 $459 Spending PER SEGMENT $442 Top 10 Domestic Visitor Origins: 1.Denver 2. Salt Lake City 3. Seattle 4.Phoenix 5.Billings 6.Los Angeles 7.Rapid City 8.New York 9.Monroe 10.Minneapolis Accommodations Food & Beverage Ground Transportation Arts, Entertainment, Recreation Source: 2016 SMARI Overnight Visitor Profile Study Retail Sales $214 Food Stores $55 Air Non-Resident Transportation 2 Promoting Wyoming

3 WYOMING OFFICE OF TOURISM DRIVES VISITORS TO WYOMING The Wyoming Office of Tourism executes a robust paid and earned media strategy in key markets, increasing awareness while driving a qualified, active travel-planning audience to their official travel-planning channels. We work for you with 20+ staff, representation in 7 countries with 6 state welcome/visitors centers and 38 visitor information centers. PAID CHANNELS $6.1 MILLION MARKETING BUDGET + OVER 600 MILLION IMPRESSIONS THROUGHOUT MEDIA CHANNELS ONLINE TV PRINT INTERNATIONAL OOH Vendors RFI TV (AT&T); spot market cable; and connected TV (Hulu and Sling). Men s Journal, Men s Health, Backpacker, Outside Magazine, Midwest Living, Family Fun, Travel + Leisure, Real Simple, Family Traveler, and Nat Geo Discover America Website and Inspiration Guide, BUSA Canada West Billboards CAMPAIGN/ PR HIGHLIGHTS 1. Total ROI of $257 returned for every $1 spent on ads. 2. Total influenced visitor spending: $1.1 billion. 3. Number of influenced trips equaled 1 million. Up YOY 8.5%. OFFICIAL TRAVEL GUIDE RESEARCH VISITOR TRIP DETAILS: Length of Stay: Guide readers spend an average of 5.7 days and 4.9 nights in Wyoming KEY INSIGHTS: 46.8% of guide readers visited Wyoming after receiving the guide Party size: 3 people (mean) Spending: Average total trip spending is $1, TOP CONTENT SOUGHT: % said the guide influenced decision to visit 34.9% of guide readers extended time in a particular location Attractions: 75.6% Maps: 65.2% Travel tips: 59.5% Source: 2018 Official Traveler s Journal Study Source: 2018 Official Traveler s Journal Study Promoting Wyoming 3

4 THE HYPER-INFORMED TRAVELER DREAMS, PLANS, THEN BOOKS DREAMING Bold imagery, video & experiential content SHARING Encourage visitors to share their experiences, use user-generated content (UGC) TRAVEL PLANNING LIFECYCLE With such complex planning landscape, integrated, multimedia advertising is critical. PLANNING Planning content: maps, itineraries, reviews BOOKING Strong call-to-actions, value offers, easy access to booking ZMOT (ZERO MOMENT OF TRUTH) In order to move from consideration to activation, you must engage visitors all throughout the travel-planning life cycle DID YOU KNOW? MOBILE Mobile users are 58% more likely to use print. PRINT Print usage is the highest it s been since With over 50% of travelers using to research/book! MILLENNIALS Are most likely to use both DMO websites and magazines during trip-planning. Source: January 2016 State of the American Traveler Research WYOMING TRAVEL GUIDE DIRECT-MAIL INSERT Reach 30,000 travelers who request the guide during the key summer travel-planning window with the direct-mail insert program. Your rack card can impact immediate conversions by including timesensitive messaging like offers or event promotion and we ll handle the printing for you! look inside for great information & offers FOR YOUR UPCOMING WYOMING VACATION DIRECT-MAIL A RACK CARD TO 30,000 Sign up now for the monthly Wyoming Roundup E-newsletter, offering exciting feature articles about great places to visit, things to do in Wyoming and current happenings around the state. TRAVELWYOMING.COM/TRAVEL-RESOURCES/ENEWS 4 Wyoming Travel Guide

5 WYOMING OFFICIAL TRAVEL GUIDE THE OFFICIAL PRINT GUIDE FOR THE WYOMING OFFICE OF TOURISM S MULTI-MILLION-DOLLAR MARKETING EFFORTS REACH 979,300 + ACTIVE WYOMING TRAVEL PLANNERS ACROSS 3 CHANNELS DISTRIBUTION Direct Request: Reach visitors while they are pre-planning their trip. More than 154,000 visitors request the guide through TravelWyoming.com or by calling CALL-WYO. In-State Distribution: Reach visitors while they are in Wyoming, making in-market decisions. Visitor Centers Hotels Airports Rental Car Agencies Campgrounds Restaurants Service Stations Military Bases RATES NON-PREMIUM PREMIUM 400,000 CIRCULATION * 2.3 readers per copy RATE FULL $8,700 1/2 $6,500 1/4 $3,200 1/8 $1,700 NET RATE BACK COVER $15,075 WYOMING TRAVEL GUIDE DIGITAL EDITION IFC, IBC, PAGE 1 $12,380 ROLLFOLD $9,886 PAGE 2 AND 3 $19,382 LISTINGS RATE 2,500+ APP DOWNLOADS 56,800+ VISITS ENHANCED LISTING $510 ADDITIONAL LISTING $358 Deadlines: Ad Sales Close: September 2019 Publication Date: November 2019 Wyoming Travel Guide 5

6 WYOMING TRAVEL GUIDE DIGITAL EDITION devils tower package: DIGITAL GUIDE VISITS 56,800+ PAGEVIEWS 1.57 MILLION+ AVG. SESSION 4:25 1. Run of Guide Banners: You re in rotation in our banner ads that run throughout the guide on both the table of contents, and on individual articles. Can be display or put together by Miles as formatted ads. grand Teton package: 56,800+ VISITS 1. Native Content on Home Page: Your message will be integrated among organic stories on the Home Page and will click through to a page featuring your experience with several photos and the ability to add video. 2. Interstitial: Your message will be in rotation as pop-up interstitial. 3. Banner Ads: Reach visitors all throughout the experience! Can be display or put together by Miles as formatted ads. RATES EGUIDE PAGE VIEW Desktop default, shows banner ads EGUIDE CONTENTS VIEW Tablet & mobile default, shows banner ads and native content alongside organic stories PACKAGE RATE DEVILS TOWER PACKAGE (BANNER ADS ONLY) $1,500 NATIVE CONTENT INTERSTITIAL AD GRAND TETON PACKAGE (NATIVE CONTENT, BANNER ADS AND INTERSTITIAL AD) $5,100 Native content stories look and feel identical to organic articles Interstitial ads appear intermittantly as readers flip through articles 6 Wyoming Travel Guide Digital Edition

7 TRAVELWYOMING.COM OFFICIAL STATE WEBSITE 47% ARE MOBILE VIEW ONLINE VISITORS VISITS 2 MILLION visits PAGEVIEWS 4.96 MILLION AVG. SESSION 1.5+ minutes REACHES OVER 2 MILLION VISITORS VIA top 5 REASONS to Partner with TravelWyoming.com 1. Reach an Incredibly Qualified Audience (across all devices): The WOT invests nearly $6 million annually to drive visitors to Wyoming ride that momentum to send visitors who are actively planning a Wyoming vacation to your site and to your door. 2. Benefit from a Tailored Campaign Strategy: We ll craft a customized campaign recommendation tailored to exceed your goals. 3. Laser-Target Your Customer: Reach your exact audience through our focused ad targeting. 4. Increase ROI: We will provide campaign-optimization suggestions and will help you to understand how to measure conversions. 5. Receive FREE Advertising: Receive bonus ads in our online rewards program. Desktop: 992K Tablet: 352K Mobile: 1.2M DEMOGRAPHIC PROFILE Gender: 49% female 51% male Age: 9% % % % 65+ Household Income: 43% <$50k 33% $50-$100k 14% $100k+ Family Travelers: 55% no children 45% with children travelwyoming.com 7

8 LEAD GENERATION GROW YOUR OPT-IN DATABASE DRIVES TRAFFIC TO YOUR SITE, TOO! Gain exposure in front of our most qualified audience and grow your opt-in database with our Lead Generation program. CONFIRMATION STEP 1 STEP 2 STEP 3 HOW IT WORKS Visitors sign up to receive information from the state and can request to receive information directly from you Upon requesting info from you, visitors receive an immediate, autogenerated written by you You receive triple qualified travel planners contact information weekly. CONSIDER THIS: This program not only grows your database, it also drives traffic to your site! TIPS FOR FULFILLMENT: 1. Use the automated as a thank you for requesting information with a brief note that more information will be coming OR use this as fulfillment. 2. Either way, be specific. By including specific words and contextual links, users will navigate from your thank you and continue their planning on your website or social media page. rates: Tiered pricing allows advertisers to choose their own level of participation. UNLIMITED LEADS CONTRACT LENGTH PRICE QUARTERLY $3,000 CONTRACT $11, Include options. Don t shy away from including a diverse range of topics, but provide specifics. 8 Programs

9 Having quality content on your website is the No. 1 one way to drive organic traffic directly to your site. Leverage the expertise of our editorial and video teams who will write an article, produce a video or both featuring your experience. Your content will be featured on TravelWyoming.com for one year. You also own the content for use on your side indefinitely, which will continue to drive organic traffic to your site to boot. Article Creation ARTICLE & VIDEO CREATION TRAVELWYOMING.COM WHAT YOU GET: 1. Experiential article on TravelWyoming.com: Our editorial team will craft an experiential article, conducting keyword research to ensure you get the most lift. 2. Article promotion: Your article will live on TravelWyoming.com for one year and will be promoted in both the articles vault and through house ad inventory. 3. Traffic: Quality traffic is driven to your site through both organic links within the article and through 100% ownership of all native and display ad units on the page. These ad placements allow you the ability to communicate relevant and timely messaging. where to find your content: Promotion on all related city/category pages in the first space under Related Content video Creation WHAT YOU GET: 1. Pro storytellers: There is no better way to engage and create recall and desire than to tell a story that connects with your target audience and inspires travel. 2. Dedicated production and media teams focused on authentic, dynamic videos AND delivering them to the target audience effectively and affordably. 3. Video Promotion: Your video will live on TravelWyoming.com for one year and is promoted in both the stories 100% ownership of ad units on the page. These ad placements allow you the ability to communicate relevant and timely messaging. Ownership of content: You also own this content for distribution on your owned channels like print, and social! Top-tier placement in the first row of articles under the Wyoming Stories article vault. Banner ads: Run of site banner ads to link directly to your article. You ll also own 100% share of voice of the banner ads on your article, allowing you to keep messaging fresh. PRODUCT ARTICLE CREATION AND PROMOTION RATE $4,750 ARTICLE DISTRIBUTION ONLY $4,750 VIDEO CREATION AND PROMOTION $7,500 VIDEO DISTRIBUTION ONLY $4,000 *All contracts are for 1 year Programs 9

10 ENEWSLETTER REACH ENGAGED & ACTIVE TRAVEL PLANNERS Every month, subscribers are inspired with rich stories showcasing what to see and do in Wyoming. Newsletter themes/topics provide opportunity to tailor your business or destination to the content users are already tuned into. Closer relevance provides context and user are more likely to engage. PROGRAM 348,000 OPT-INS REACH 4.18 MILLION 15% OPEN RATE SPONSORED CONTENT FEATURED PARTNER FEATURED PARTNER RATES PRODUCT MONTHLY RATE Q4 RATE (OCT, NOV, DEC) SPONSORED CONTENT $1,050 $800 FEATURED PARTNER $850 $600 MORE IDEAS FROM PARTNERS $550 $ Programs

11 TRAVELWYOMING.COM NATIVE ADVERTISING & FEATURED BUSINESS LISTINGS Visitors to TravelWyoming.com viewed over 4.96 million pages in 2018 while planning their trip. Native ads allow you to target your message by site content, season or geography and our impressions-over-time model, along with our monthly reporting, allow you to control your exposure and return. Featured business listings allow you to reach an incredibly qualified audience that is looking to convert million PAGEVIEWS NATIVE AD These formatted, native units are integrated into the content of the page and drive a high CTR. FORMATTED AD (300 x 250) Tell your story with a high-impact canvas. FEATURED BUSINESS LISTING Featured partners always display in a top-tier sort, affording you premium positioning. Drive qualified traffic to your site through your robust profile page. WEB ADS TOTAL IMPRESSIONS TOTAL RATE 25,000 $388 60,000 $ ,000 $1, ,000 $3,125 REWARDS* Up to 25,000 Up to 60,000 Up to 130,000 Up to 250,000 FEATURED BUSINESS LISTINGS PRODUCT FEATURED BUSINESS LISTING 12-MONTH RATE $675 FREE ADVERTISING Partners who also have an ad in the Official Travel Guide will receive a FREE, run-of-site campaign that runs the duration of your paid campaign. *Not guaranteed Programs 11

12 program at a glance Reach Over 6.2 Qualified Visitors Through Print, Web and Programming INSPIRATIONAL GUIDE TRAVELWYOMING.COM 979K TOTAL REACH * Delivered through a combination of print and digital distribution. 2+ MILLION TOTAL REACH TRAVEL ENEWSLETTER 6.64 MILLION ANNUAL REACH 1 WHAT YOU NEED TO KNOW Wyoming welcomes 8.7 million visitors, spending 3.6 billion annually. The Wyoming Office of Tourism spends $6.1 million marketing the state to travelers. The 2019 US traveler is more informed and uses more media and sources of information than ever before. With such a complex planning landscape, integrated multi-media advertising is critical. Not all clicks are created equal. Measure quality, over quantity. We ll show you how! TO PARTICIPATE IN THE 2019/2020 PROGRAM, CONTACT: O BRIEN MCCARTY OBrien.McCarty@milespartnership.com Account Executive Free Tourism Research & White Papers: BudUrl.com/MilesEssentials Jan 2019