Post-Harvey Integrated Marketing Communications Strategies

Transcription

1 Post-Harvey Integrated Marketing Communications Strategies Goals Generate positive exposure for Galveston s tourism offerings Position Galveston as a low-impact victim of Hurricane Harvey Increase tourism draw from Texas and regional drive markets Generate at least 400 million impressions via earned and paid media featuring the CVB s key messages through December 31 Alleviate perception concerns to promote a successful spring and summer travel season Strategies The CVB s strategy will capitalize on consumer interest in the Houston/Galveston region post-harvey to provide updates on the tourism industry and showcase Galveston as a destination via earned and paid media channels. The CVB will implement an integrated advertising plan in key target markets to reassure visitors that Galveston is open for business and offers a variety of events and activities for the fall and winter seasons. Primary: Promote Galveston as open for business to non-impacted cities in regional markets Position Galveston as respite for impacted cities Solicit displaced groups/events in impacted cities and identify potential business Maximize economic impact of current group business Secondary: Promote fall festivals and Winter Wonder Island campaign in regional drive markets Reach cruise enthusiasts to promote pre- and-post packages in vertical markets Position Galveston as a premier coastal destination for year-round travel Key Messages PR Message: Galveston fared well during Hurricane Harvey with the majority of the island s beaches, hotels and major tourist attractions receiving minimal damages Galveston s tourism industry and cruise terminal are open for business and operating as normal Galveston s resiliency and survival from storms is part of what makes it a unique destination filled with a fascinating history, remarkable historic sites and museums, and modern attractions that all have a story to tell Marketing Message: Galveston Open for Fun! Galveston is ready when you are. Need a break? It s Island Time! Houston Specific We ve been there we re here when you re ready. Need a break? We re here when you re ready.

2 Tactics Initial Response (1-Month Plan) September: Post Crisis Reputation Management Distribute information on status of Galveston s tourism industry utilizing key messages via traditional media, social media, e-blasts, and newsletters including supporting videos and photos taken post-storm Coordinate a state-wide media push, including TV placements and print desk side appointments with outlets in Houston, Dallas, Austin, San Antonio, and OKC to update key media contacts on Galveston s status Develop advertising creative with an open for business message targeted to non-impacted drive markets and a message of support for Houston Partner with galveston.com on website updates, relevant blogs, b-roll for media outlets and social media video production Coordinate a social media video/photo campaign centered on telling the stories of downtown shops, restaurants and attractions that are up and running in order to fight perceptions generated by viral imagery of Hurricane Harvey flooding in the island s downtown district Contact all definite group business to reassure clients that Galveston fared well Identify short-term group business for recovery efforts Request all travel trade outlets send eblast to members with open for business message Request third party endorsements from influencers on radio, television and online outlets Request partner participation in sharing social media posts and encouraging visitors to post realtime experiences on the island using #LoveGalveston #GalvestonCares #TexasStrong hashtags Target online and social advertising efforts utilizing key messages in Texas drive markets Conduct a September media FAM tour to showcase how well Galveston fared during the hurricane with national and regional travel/meetings media Develop and lead a taskforce with tourism industry partners to identify storm impact and approve short-term and long-term strategies/tactics Plan a Galveston Cares tourism weekend offering free attractions or a portion of proceeds to Hurricane Harvey relief efforts. Distribute information via earned and paid media channels Short-Term Response (4-Month Plan) October-January: Increase promotion of fall, winter and spring tourism activities. Target online and social advertising efforts utilizing key messages in Texas drive markets Push Winter Wonder Island holiday tourism campaign as planned Promote fall festivals and spring travel Focus sales team on prospecting for new group business Participate in Texas Tourism New York Media Mission in October Attend and distribute Galveston information at several high traffic consumer events in key target markets Host an October and November media FAM tour to showcase how well Galveston fared during the hurricane with national and regional travel media Host multiple blogger FAM trips highlighting key events

3 The CVB has developed the following marketing and public relations framework to attract, engage and monitor visitation to the Island. PAID TACTICS Integrated advertising plan Well defined social media plan Extensive content and video library EARNED TACTICS Story pitches across Texas and in specialized outlets Deskside quarterly media missions Quarterly product placement segments on lifestyle morning talk shows Texas Tourism media missions Partner with bloggers and social influencers Travel writer familiarization (FAM) trips Partner support of CVB marketing content OWNED TACTICS Brand identity Special event support Partnership with Galveston.com Themed itineraries for history buffs, cruise enthusiasts and families Leverage existing cruise business by promoting pre- and-post packages to cruise enthusiasts Collaborate in the development of supporting products; tours, itineraries, experiences Focus on improving the visitor experience and creating brand loyalty to Galveston Develop an event strategy that enhances the Galveston brand CVB tourism collateral (Destination Guide, Event Calendar, Island Pass, Winter Wonder Island, Bucket Brigade, Sargassum Scavenger Hunt, Island Savings Card) CTA program Visitor Center Convention service offerings INDICATORS Public Relations values Visitation and engagement on social media channels Arrivalist: optimizes digital advertising spend based on origin market arrival Weekly Smith Travel Reports for year over year occupancy, rates and REVPAR Visitation and page views on Galveston.com Destination guide requests Visitor Center guests Monthly Hotel Occupancy Tax collections Average Length of Stay

4 SEPTEMBER - JANUARY Paid Advertising Outlet Details Cost Billboards Billboards in Houston, Dallas and Austin $80,000 TV (Cable) Broadcast and Streaming Spots in Houston and Dallas $80,000 TV Houston Segments on Houston Life and Great Day Houston $40,000 TV Dallas Segments on Good Morning Texas $9,000 TV Austin Segments on Studio 512 and Fox 7 morning show $2,000 TV San Antonio Segments on Great Day SA $4,000 Radio DJ Endorsements in Houston, Dallas and Austin $50,000 Radio Texas Public Media - NPR Spots in Houston, Dallas, Austin and San Antonio $30,000 Digital Digital Banners, Native and pre-roll on top travel, news and lifestyle websites $130,000 Digital Mobile banners on top news, travel and weather apps $30,000 Digital Digital Banners and video pre-roll on CruiseCritic $15,000 Digtial Digital Banners and video pre-roll on TripAdvisor $20,000 Digital Social Media advertising on Facebook, Instagram and LinkedIn $70,000 Special Events Attend Plano Balloon Festival, KBG Kids Day on Buffalo Bayou and Texas Book Festival $4,000 CrowdRiff Software to capture user generated content including images and video and releases $24,000 Houston Chronicle Discover Galveston insert in September and November $6,000 Houston Chronicle Facebook Advertising in October and December $12,000 Houston Family Magazine Monthly print ads, eblast and digital banners $5,000 The Buzz Magazines Print ad in December $3,980 See Texas First Print ad in September in all major newspapers in Texas, Lousiana, Oklahoma, Arkansas $11,500

5 SEPTEMBER - JANUARY Paid Advertising San Antonio Magazine Print ad in November $2,400 Texas Highways Print ad in November and 4 page co-op in December $7,000 AARP Print ad in October/November $5,467 Austin Monthly Magazine Print ad in November $2,400 Austin Woman's Magazine Print ad in November $1,567 Dallas/Ft. Worth Child Print ad in December $3,056 Houstonia Print ad and digital in November and December $8,500 GHCVB Visitor Guide Annual Print ads $5,000 Texas Monthly Holiday Native Visual Story Telling Campaign $15,000 AAA Texas Journey Digital Banners/Event Listing and Jan/Feb print ad $11,459 AAA Southern Traveler Print ads in January/February $6,881 AAA Oklahoma & Kansas Print ads in January/February $7,321 Midwest Living Magazine Print ads in January/February $8,037 Vacations Magazine Print ads in January/February $7,363 TOTAL $717,931