REACH MORE THAN 11.6 MILLION ACTIVE COLORADO TRAVEL PLANNERS

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1 REACH MORE THAN 11.6 MILLION ACTIVE COLORADO TRAVEL PLANNERS

2 When we were kids, we would play until our parents called us inside. Then we grew up. Looked around. And found there s no one to call us back. Get the guide at Colorado.com The seconds that pass are ours for the taking. We can turn them into moments that last forever. Get the guide at Colorado.com THE COLORADO TOURISM OFFICE DRIVES VISITORS PAID MARKETING OVERVIEW The Colorado Tourism Office executes a robust paid and earned media strategy in key travel markets to increase national awareness of the tourism and recreational opportunities in Colorado. That strategy and multi-million-dollar marketing campaign drives an incredibly qualified, active, travel-planning audience directly to the Official State Vacation Guide, COLORADO.com and all related channels. $19 MILLION MARKETING BUDGET Geo -Targeted Digital TV & RFI Print Out of Home we don t need wings to TOUCH THE SKY Out of Home we no longer need to SEEK PERMISSION OUR FUTURE has yet to be written Print button rollover Digital button rollover

3 PUBLIC RELATIONS In 2015, the CTO public relations team generated local, regional and national travel stories with an advertising value of $42,043,171 and 1,384,088,090 impressions. The team worked with tourism-industry partners from across the state on story pitches and hosting journalists to secure major story placements including: TRAVEL A variety of Colorado winter adventure offerings from across the state in the New York Times An 11-page feature about the Gilded Age of Travel in Colorado in Smithsonian Magazine The Art Hotel in Denver and the designation of Browns Canyon as a national monument in the Los Angeles Times Flood recovery of Estes Park and Rocky Mountain National Park on the Today Show Taking a road trip on the Million Dollar Highway on Yahoo Travel MARKETING MATCHING GRANT PROGRAM The CTO awarded almost $400,000 in Marketing Matching Grants to tourism-industry partners in The annual competitive grant program offers financial assistance to enhance marketing efforts to visitors. Statewide travel regions, associations, organizations and other nonprofit entities that engage in promoting travel throughout the entire state are eligible for grants of up to $25,000. These grants are competitive and are awarded annually. For every $1 the organization allocates to the program, the CTO provides $1 in matching funds. INTERNATIONAL MARKETING In 2015 CTO s international team generated travel stories with an advertising value of $76,470,197 across 11 international markets and 1,517,391,336 impressions. The team worked with industry partners across the state to host 26 international group media and traveltrade familiarization trips and hosted more than 100 individual journalists. Marketing efforts were expanded to a total of 11 international target markets and Colorado s international tourism product was increased by 47% over the previous year. Colorado Tourism Marketing Opportunities 1

4 COLORADO VISITOR INSIGHTS 77.7 MILLION annual visitors spending $19.1 BILLION 1. Texas 2. California 3. Florida 4. Illinois 5. New York 6. Arizona 7. Kansas 8. Wyoming 9. Nebraska 10. New Mexico TOP 10 MARKETS DAY VISITORS 53% OVERNIGHT VISITORS 47% OVERNIGHT VISITOR SPENDING 27% % 5.1 NIGHTS typical trip duration (vs 4.1 nationally) $479/PERSON Average dollars per day spent by those on marketable leisure trips (vs $360 nationally) BILLION DOLLARS ACCOMMODATIONS TRANSPORTATION 21% FOOD/DRINK 15% RECREATION 14% RETAIL All stats from 2015 Longwoods Report 2

5 TOP 5 REASONS TO PARTNER WITH THE COLORADO TOURISM OFFICE REACH AN INCREDIBLY QUALIFIED AUDIENCE ACROSS ALL DEVICES: As the calls to action for the CTO s $19 million marketing initiatives, COLORADO. com and the OSVG are important travelplanning tools that bring our beautiful state to life for more than 11.6 million readers/ viewers each year. BENEFIT FROM A TAILORED CAMPAIGN STRATEGY: Developing a media plan that reaches travelers across the full range of digital and print media used in trip planning is crucial. We work hand in hand with our advertisers to customize campaign strategies that utilize multiple media outlets, allowing you to accomplish your objectives and exceed your goals LASER TARGET YOUR CUSTOMER: Having a diversified media and communications strategy is critical! We can help you reach your audience at the right time, with the right message, with the right media, on the right device. INCREASE ROI: Managing and measuring your advertising campaign in real time drives huge results. Our team of experts will help optimize your campaigns so you realize maximum results. RECEIVE FREE ADVERTISING: Tourism-related businesses in Colorado can sign up for a free business listing, event listings and special offers on COLORADO.com. And advertisers with an integrated presence in the OSVG and on COLORADO.com qualify for the Customer Rewards Program. VISITOR DEMOGRAPHIC PROFILE Sex: Male 55% Female 45% Age: % % % 65 & up 20% Marital Status: Married 64% Never Married 23% Divorced/Widowed/ Separated 13% Household Size: 1 Member 24% 2 Members 38% 3 Members 14% 4+ Members 24% Income: $100K+ 24% $75K 99.9K 17% $50K 74.9K 23% $30K 49.49K 17% <$30K 19% Education: Post Graduate 27% College Graduate 39% Some College 23% High School or less 11% All stats from 2014 Colorado Longwoods Report Colorado Tourism Marketing Opportunities 3

6 REACH 11.6 MILLION QUALIFIED LEISURE VISITORS PRINT: OFFICIAL STATE VACATION GUIDE & ALIVE TRAVEL MAGAZINES reach more than 1.5M OFFICIAL STATE VACATION GUIDE Inspirational content, gorgeous photography and travel ideas influence visitation. ALIVE TRAVEL MAGAZINES A lifestyle magazine targeting new and return out-of-state travelers with 1 summer issue and 1 winter issue per year. PRINT USAGE = 50% Print usage is the highest it s been since 2007 with 50% of American travelers utilizing print to research and plan. CIRCULATION Official State Vacation Guide: 550,000 copies Readership: 1.5 million (2.3 readers/copy) Alive Travel Magazines: 200,000 subscribers VIRTUAL GUIDE & MOBILE APP Visits: 272,169 Pageviews: 1,926,562 Avg. Session: 9 minutes 4

7 COLORADO.COM 8.48M visitors The trusted source for online travel-planning info including articles, business listings, maps and events. MOBILE-RESPONSIVE TO REACH VISITORS ON ANY DEVICE COLORADO TRAVEL ENEWSLETTER Subscribers receive timely travel ideas, itineraries and events crafted to motivate travel. 293,000 MONTHLY SUBSCRIBERS reach up to 3.5M PLUS CUSTOM OPPORTUNITIES Ten welcome centers greet visitors when they arrive at key entry points around the state. VIDEO MESSAGES BRING THE STATE TO LIFE COLORADO WELCOME CENTERS reach up to 3.5M 1.1M visitors PLUS CUSTOM OPPORTUNITIES Colorado Tourism Marketing Opportunities 5

8 COLORADO OFFICIAL STATE VACATION GUIDE The Colorado Tourism Office employs a targeted advertising campaign that drives potential visitors to visit COLORADO.com and call COLORADO, where they request a copy of the annual Official State Vacation Guide, which is designed to inspire and assist in planning. In 2015, the guide s reader-response program drove more than 1 million total leads to display advertisers. 550K annual copies 272K visits REACH MORE THAN 1.5 MILLION active Colorado travel planners across 3 channels 25K downloads *2.3 readers per copy VIRTUAL GUIDE: Visits: 272,169 Pageviews: 1,926,562 Avg. Session: 9 minutes App downloads: 24,734 The Colorado Official State Vacation Guide is the only print call-to-action for the CTO s efforts. Your message is reaching an incredibly qualified, active-travel-planning audience that you cannot get access to anywhere else. Direct Request from Consumers: 400,000 copies are mailed to visitors prior to their arrival in Colorado. Direct Request: Through COLORADO.com and Colorado Television Guide Requests: (RFI Request for Information) Viewers with interactive TV systems can order a guide to be delivered directly to their home after viewing a Colorado commercial. In State: 150,000 copies are distributed at key locations: Denver International Airport, Colorado Welcome Centers and the rack program for the drive market 1. Texas 2. California 3. Florida 4. Illinois 5. Michigan 6. Missouri 7. Georgia 8. Ohio 9. Indiana 10. Wisconsin TOP DIRECT REQUEST MARKETS OSVG RATES INSIDE BACK COVER TABLE OF CONTENTS FULL PAGE 2/3 PAGE 1/2 PAGE 1/3 PAGE 1/6 PAGE $16,983 $16,320 $14,943 $11,985 $9,843 $7,650 $5,406 ALIVE DISCOUNT Co-op rates available VALUE added OSVG advertisers receive a 10% discount on the ALIVE magazine rates. 6

9 ALIVE: COLORADO TRAVEL MAGAZINES Connect with repeat and affluent visitors who are looking for their next great Colorado adventure. Research shows 80% of ALIVE subscribers are return visitors to the state who spend more and stay longer while they are here. seasonal PRINT opportunities REACH 200,000 SUBSCRIBERS SUBSCRIPTION: Consumers request to receive the seasonal guides for free. DIRECT MAIL: A limited number are mailed out-of-market to targeted demographics in key geographic areas. 1. Texas 2. Illinois 3. Florida 4. Missouri 5. California 6. Minnesota 7. Kansas 8. Wisconsin 9. Oklahoma 10. Iowa TOP 10 STATES APRIL SEPT CIRCULATION: 100,000 copies in April and 100,000 copies in September ALIVE RATES INSIDE FRONT COVER INSIDE BACK COVER BACK COVER TABLE OF CONTENTS FULL PAGE 1/2 PAGE $3,580 $3,468 $3,810 $3,354 $3,016 $1,996 DID YOU KNOW? Print usage is the highest it s been in years with 50.3% of American travelers using it to research/book* *State of the American Traveler, Jan Colorado Tourism Marketing Opportunities 7

10 COLORADO.COM OFFICIAL STATE WEBSITE REACH 8.48 MILLION VISITORS 3.58 MILLION desktop 4.77 MILLION mobile/tablet VISITOR OVERVIEW TOP MARKETS 20.1 MILLION pageviews 2 MINUTES, 30 SECONDS average time on site 1. Colorado 2. Texas 3. California 4. Illinois 5. Florida 6. Missouri 7. Minnesota 8. New York 9. Oklahoma 10. Kansas COLORADO.COM DEMOGRAPHIC PROFILE Sex: Female 59% Male 41% Education: No College 36% College 47% Grad School 17% Age: <18 13% % % % % % 65+ 5% Children: No Kids 50% Kids 50% Income: $150K+ 9% $100K 150K 14% $50K 100K 32% <$50K 45% Location: Out-of-State 62% In-State 38% 8

11 BUSINESS & EVENT LISTINGS The OSVG and COLORADO.com are trusted sources for comprehensive business and event listings that visitors depend on to plan their trip. Our featured listing program gives you premium exposure on relevant city and category pages. WEB BUSINESS LISTINGS ROBUST FEATURES: Paid listings receive additional features including: RELEVANT RESULTS: Multifaceted search filters provide users relevant results. Top-tier sort Photos/videos Social media links RATES: RATES CHARACTER DESCRIPTION PRINT CHARACTER DESCRIPTION WEB PHOTO(S) ON WEB TIER SORT VIDEO VIRTUAL GUIDE SOCIAL MEDIA PRINT & WEB $ , PRINT ONLY $ WEB ONLY $612 1, EVENT PRINT ONLY FREE WEB LISTING FREE WEB EVENT LISTING $ Free Free SPECIAL OFFERS Promote seasonal offers and drive users to your destination or attraction when you need it most. SPECIAL OFFERS PROGRAM The Special Offers page links from the site s main navigation to highlight paid offers and give more than 8.48 million annual visitors immediate access to offers detailed with a headline and beautiful image that integrates with the site s overall design. The offers are randomized for each new user to the page. RATES: MONTHS $306 $612 $1,020 Colorado Tourism Marketing Opportunities 9

12 NATIVE & DISPLAY ADS With 8.48 million visitors, COLORADO.com is the premier online resource for Colorado trip planning. Expand your reach and speak directly to your customers with a highly targeted ad campaign tailored to your specific schedules, goals and budget. AD UNITS: 1. NATIVE: Formatted units are integrated into the content of the page and drive a high CTR. Display 2. DISPLAY: Tell your story visually with a high-impact canvas. Native CTR IS 3X BETTER THAN THE NATIONAL AVERAGE 3x RATES: NATIONAL AVERAGE COLORADO.COM NATIVE & DISPLAY ADS Native and display ads on COLORADO.com performed 3 times better than the national average with an average CTR of.59% for native and.13% for display. FREE advertising Customer Rewards Program GOT PRINT? GET REWARDS Advertisers with an integrated presence in the OSVG and on COLORADO.com qualify for the Customer Rewards Program. More than 18.2 million reward impressions were served in NATIVE IMPRESSION TOTAL NET RATE CPM DISPLAY IMPRESSION TOTAL NET RATE CPM 50,000 $925 $ ,000 $1,800 $ ,000 $2,700 $ ,000 $3,500 $ ,000 $5,250 $ ,000 $750 $ ,000 $1,450 $ ,000 $2,175 $ ,000 $2,800 $ ,000 $4,200 $

13 COLORADO S Capture an already engaged audience. True fans of Colorado receive a monthly with captivating articles and upcoming events, and you can target your own message by month and season. Or receive 100% exposure in our custom program, which deploys to our in- and out-of-state audiences bi-monthly. 35% 30% 25% 20% 15% 10% 5% OPEN RATE 34% IN-STATE 20% OUT-OF-STATE 26% IN-STATE 17% OUT-OF-STATE OPT-IN DATABASE OUT-OF-STATE IN-STATE OPT-INS OPT-INS 264,000 29, K monthly opt-ins MONTHLY CUSTOM Featured Content First Row OFFICIAL MONTHLY ENEWSLETTER QUANTITY AVAILABLE IN-STATE RATE PER BLAST OUT-OF-STATE RATE PER BLAST Featured Content Second Row FEATURED FIRST ROW CONTENT 3 $765 $2,295 FEATURED SECOND ROW CONTENT 3 $612 $1,882 BUTTONS 3 $459 $1,224 Buttons MONTHLY CUSTOM S Receive 100% exposure or collaborate with other businesses in our custom program. Submit photos, copy and call-to-action, and we ll blast your message out to our database, driving all inquiries to your site. 100% share of voice QUANTITY AVAILABLE RATE PER BLAST IN STATE 2 $1,530 OUT OF STATE 2 $7,140 Tracking codes attached to your links give you 24/7 access to performance results. VALUE added Responsive design allows for seamless access across all digital platforms: mobile, tablet and desktop. Colorado Tourism Marketing Opportunities 11

14 WELCOME CENTER DIGITAL ADVERTISING Showcase your advertising message on a digital screen within the interior walls of highly trafficked Colorado Welcome Centers and reach more than 1.1 million annual visitors looking for information on where to eat, stay and play. more than 1.1M visitors in 2015 PROGRAM HIGHLIGHTS: 30-second spots Advertisers may display a video (mp4 file) or a slideshow of still photography (jpg files) Aspect ratio: 1920 x 1080 Maximum of 6 advertisers in rotation per center* RATES: WELCOME CENTER ANNUAL VISITORS ANNUAL RATE ALAMOSA 36,385 $365 BURLINGTON 235,572 $2,355 CORTEZ 58,990 $590 DINOSAUR 31,116 $310 FORT COLLINS 125,946 $1,260 FRUITA 223,595 $2,235 JULESBURG 266,195 $2,660 LAMAR 34,447 $345 SILVERTHORNE 100,946 $1,001 COLORADO CONVENTION CENTER 975,000 $2,500 QUARTERLY *Exception: Only 3 advertisers videos will be displayed at the Colorado Convention Center. Artwork may be changed up to 2 times per year. No sound will be available on the TVs, so advertiser must have a very visual message. WELCOME LEADS PROGRAM HOW IT WORKS: Grow your opt-in database and gain exposure in front of our most qualified audience, with direct leads from COLORADO.com s lead-generation program. COLORADO.com visitors who request information from the state are directed to a confirmation page where they can elect to receive information from your business. Upon requesting information from you, visitors receive an immediate auto-generated written by you. 60% of all COLORADO.com visitors who request information from the site also elect to receive additional information from Colorado businesses. Increase your database to direct fulfillment of your guide or brochure. Drive consumers to your site in the confirmation . Leads are ed to you weekly. Average annual leads per advertiser: 13,810 RATES: SEMI-ANNUAL ANNUAL $2,550 $5,100 *Rates per calendar year 12

15 SPONSORED ARTICLES & VIDEOS Having quality content on your website is the number one way to drive organic traffic directly to your site. Leverage the expertise of the COLORADO.com editorial and video team to grow content for distribution on COLORADO.com and your own site with a custom article or video promoting a vacation experience in your destination. ARTICLES: Text we ve written/you ve approved that runs on COLORADO. com and includes links to visit your site. We will set up tracking codes (or use ones you provide) to help you identify which traffic came to your site from the article. 4 formatted banners you own or share with partners; can be swapped out up to once a quarter. Images you supply. Visitors will find this content: In the Articles vault, which is accessed from the home page Among Featured Trip Ideas widgets located on the bottom of the homepage, related articles and landing pages (ie, Hot Springs) Organic and on-site search May occasionally be featured on the Trip Ideas page and enewsletters when space is available Example: COLORADO.com/10ThingsPagosa Article Page Video Page VIDEOS: 1- to 3-minute video we shoot for you that runs on COLORADO.com. 4 formatted banners you own or share with partners; can be swapped out up to once a quarter. Includes links to visit your site. We will set up tracking codes (or use ones you provide) to help you identify which traffic came to your site from the video. Visitors will find videos: In the Video Gallery, which is accessed from the home page Organic and on-site search May occasionally be featured on the Trip Ideas page and enewsletters when space is available. Example: COLORADO.com/LovelandVideo BASE RATE FOR VIDEOS: 3 4 locations, depending on set up/ travel time in between Rights-free music 8 hours of shooting from 9am 5pm B-roll provided to you on a hard drive No professional voiceover or models No drone Drone footage Extended and extra days Professional voiceover and/or models Additional videos created from shoot Examples: UPGRADE OPTIONS available COLORADO.com/GlenwoodHSVideo (drone) COLORADO.com/GCBMtnBiking (drone) RATES: ARTICLES VIDEOS $4,500 $7,650 COLORADO.com/VisitGrandCounty (extra days and voiceover) Colorado Tourism Marketing Opportunities 13

16 PROGRAM AT-A-GLANCE PRINT COLORADO.COM 8.48M visitors 1.5M total reach 200K total reach 293K subscribers Delivered through a combination of print and digital distribution TOURISM IS POWERFUL: Colorado welcomes 77.7 million visitors, spending about $19.1 billion annually. TRAVELERS USE A COMPLEX RANGE OF PLANNING SOURCES: The US traveler uses 40+ sources of information. The decision to visit, stay or experience your business is likely to have been made using dozens of sources of information well before the point of booking. INTEGRATED MEDIA IS CRITICAL: With such a complex planning landscape, integrated multi-media advertising is critical. We work with partners in each destination to share research, white papers and advertising best practices, which you can find in our library at: milespartnership. com/library. TOURISM IS ONE OF COLORADO S STRONGEST ECONOMIC DRIVERS: Tourism provides a valuable source of revenue and jobs in Colorado. For upcoming events and travel research or to sign up for the Colorado Tourism Office s monthly industry-partners enewsletter, visit industry.colorado.com. August 2016 TO PARTICIPATE IN THE 2016/2017 PROGRAM CONTACT: ANDREA KUSKIE Phone: andrea.kuskie@milespartnership.com PAT ATTKISSON Phone: pat.attkisson@milespartnership.com