Marketing Opportunities

Transcription

1 2018 GUIDE & DIGITAL GUIDE Marketing Opportunities NEW GUIDE FORMAT IN 2018! BOOSTS WV S ECONOMY WV VISITOR RESEARCH THE POWER OF WV S BRAND REACH 1+ MILLION ERS GoToWV.com 1

2 INDUSTRY Insights TOURISM IS BIG BUSINESS TO WEST VIRGINIA! 15.9 MILLION ANNUAL VISITORS Up 6% last year! Source: 2015 Overnight Visitor Study, Longwoods International SPENDING $ 165 MILLION Generating $11.9 million in taxes! TOP DOMESTIC MARKETS CALL CENTER 1. West Virginia 2. Ohio 3. Pennsylvania 4. Virginia 5. Maryland 6. Florida 7. North Carolina 8. Michigan 9. Texas 10. New York GOTOWV.COM 1. West Virginia 2. Pennsylvania 3. Ohio 4. New York 5. Virginia 6. Washington, DC 7. North Carolina 8. Michigan 9. Maryland 10. Kentucky Source: 2016 Annual Report, West Virginia Division of Tourism Source: 2015 Economic Impact Study, Dean Runyon Associates VISITOR DEMOGRAPHICS OVERNIGHT ER SPENDING INTERNATIONAL MARKETING EFFORTS CANADA CHINA UNITED KINGDOM ER AGE RANGES TRANSPORTATION 16.8 % 18.1% 18.2 % 20.1 % 15.1 % 10% LODGING 44% 11.7 % RECREATION & ENTERTAINMENT 10% Source: 2015 Overnight Visitor Study, Longwoods International RETAIL 12% FOOD & BEVERAGE 24% Source: 2016 Annual Report, West Virginia Division of Tourism 1

3 Letter FROM THE COMMISSIONER Dear industry partners, Our official State Travel Guide is getting a complete makeover for 2018, and we can t wait for you to see it! Governor Justice has challenged us to think big, and we re looking at everything we do to promote West Virginia to find ways to grow. Our travel guide reaches more in-state and out-of-state travelers than any other printed piece we produce, and we re revolutionizing it to make it an industry leader and truly powerful tool to drive visitors to Wild, Wonderful West Virginia. Many of you have shared with us your ideas on ways to strengthen our travel guide via the industry survey that has been circulating for several months. Your feedback provided valuable insight as we worked to create and implement a new strategy that better showcases our state and the diverse tourism opportunities found in each of our travel regions. We heard what you liked and didn t like about the piece, and you gave us good direction on how you need it to work for you. We ve looked at travel guides from all over the country for inspiration for a new model for our guide. We ve worked extensively with Miles to build a strategy that is based on research into what s working in destination marketing in The role of print in the travel-planning process has changed drastically over the last decade, but the good news is it s getting stronger. We have an opportunity to create a coffee table magazine-style guide that inspires people to plan trips here; a piece they will keep for years and spend quality time paging through and absorbing. We have an opportunity to present narrative content and immersive photography that shares a slice of that feeling of peace and awe that makes visitors come back to West Virginia year after year. In the past, the guide has been produced as part of a no-cost contract with the state and was funded solely through partner advertising. As we looked at our overall marketing strategy, we realized this is our signature publication. That s why we have decided to make a substantial investment in this year s guide by buying down the cost of both display advertising and paid advertorial content to truly enrich the content of the 2018 guide and encourage participation by all of our industry partners. We are very excited about this new approach and cannot wait to get started. If you have any questions about the new format, please do not hesitate to reach out to me directly. I believe in this product, and I hope you will too! Sincerely, Chelsea Ruby Tourism Commissioner 2

4 RESOURCES Transportation...8 Welcome Centers...9 Social & On the Web Group Travel...33 Calendar of Events ON THE COVER Canaan Valley, WV FEATURES WV Road Trip Outdoor Adventure Scenic Beauty Mountain Flavor History & Heritage Arts & Entertainment Gaming & Nightlife...30 West FURginia Retro & Offbeat Potomac Highlands...34 New River-Greenbrier Valley...44 Hatfield-McCoy Mountains...60 Mountain Lakes...64 Metro Valley Mid-Ohio Valley...86 Northern Panhandle Mountaineer Country Eastern Panhandle GoToWV.com Dave Wolff Stilwell Park, Marlinton West Virginia is a wonderful place to celebrate special times with my family. Happy 1-year birthday, Arthur! guide has been provided by real West Virginia travelers, just like you! Check out all of their social posts and photos, starting on page Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor Lillian Porter Fayetteville Secret Sandwich Society has the best sandwiches I ve ever had. This was ham, cheese and apple and was the most amazing thing. They even make the chips from scratch!!! Traditional Appalachian specialties and upscale fare. Craft beer and mountain-made wine and shine Reach 1 Million+ QUALIFIED ERS REACH 1,081,000 Source: Miles Partnership CONTENTS 72 METRO 60 HATFIELD-McCOY MOUNTAINS 86 MID-OHIO 64 MOUNTAIN LAKES < IN THEIR OWN WORDS All of the featured content in this year s 92 NORTHERN 104 MOUNTAINEER COUNTRY 34 POTOMAC HIGHLANDS NEW RIVER- 44 GREENBRIER 112 EASTERN MOUNTAIN FLAVOR DID YOU KNOW? Print usage is the HIGHEST it s been, with over 54 % of American travelers using to research/book! Source: Destination Analysts DIGITAL GUIDE 161,000+ PAGEVIEWS 88,000+ IMPRESSIONS Source: Miles Partnership READERSHIP & CONVERSION STATISTICS 59 % HAVE MADE ONE TRIP SINCE ORDERING GUIDE (12% have made 2 trips, 83 % SAID GUIDE 15% have made 3-5 trips) INFLUENCED DECISION TO VISIT Source: 2010 WV Travel Guide Conversion Study, Destination Analysts LENGTH OF STAY 8 or more days: 9.6% 5 7 days: 20.4% up to 4 days: 70% WHERE READERS LIVE OHIO 23.8 % WEST VIRGINIA 12.6 % 12.4 % PENNSYLVANIA 10.8 % VIRGINIA 8.3 % MARYLAND 6.8 % FLORIDA 6.6 % NORTH CAROLINA 4.8 % MICHIGAN 3.9 % TEXAS 3.5 % ILLINOIS 3.4 % 3.2 % NEW YORK TENNESSEE 3 76% out-of-state VACATION-PLANNING INTERESTS DESTINATIONS/ 53.4 % ATTRACTIONS 40.4 % 35 % ACCOMMODATIONS 28.8 % DINING 22 % SHOPPING 20.8 % EVENTS 48.5 % TAKE GUIDE ON THEIR TRIP GUIDE USAGE GENERAL WV CONTENT 66.7 % 52.8 % SCENERY/PARKS/RECREATION 47.8 % HISTORICAL ATTRACTIONS 47.8 % GENERAL INSPIRATION 45.2 % 35.5 % REGIONAL INFORMATION ACCOMMODATION OPTIONS

5 New Inspiration Guide FORMAT & ADVERTISING We re introducing an exciting new format in 2018 that will showcase your area and attractions like never before. In addition to full-page, two-thirds and half-page display ads, partners may now purchase formatted advertorial space to promote all they have to offer. This approach will replace traditional advertising with formatted advertorial sections that have much more credibility with consumers. Multiple templates are available to showcase as many local partners as you wish, in different sizes. 2-PAGE SPREAD Full page DMO, 1/2 page, partners SPONSORED HEADLINE RIGHT HERE P ellentesque id lacus eu elit maximus tempor. Nullam malesuada mi ante, in blandit sem scelerisque vel. Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor massa. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. West Virginia Ski Area Top, left to right: Stibulum urna; aliquet mauris non; Below, left to right: Nunc fringilla; nullam mi ante; meena porttitor; sociosqu. DRIVE TRAFFIC TO YOUR SITE! All full, two-thirds and half-page advertisers get formatted content in the Digital Guide as ADDED VALUE. SODALES JUSTO Fusce ringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque id lacus eu elit maximus tempor. PELLENTESQUE Fusce ringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque id lacus eu elit maximus tempor. Nullam malesuada mi ant.. MANTILLUS EVICTUS Fusce ringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. m MALESUADA Fusce ringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque id lacus eu elit maximus tempor. 13 GoToWV.com FULL PAGE CVB with smaller partners SPONSORED BIG HEADLINE GOES RIGHT HERE L orem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque id lacus eu elit maximus tempor. Nullam malesuada mi ante, in blandit sem scelerisque vel. Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor massa. Leo, sit amet vestibulum libero tempor ac. In euismod feugiat orci eu rutrum. Suspendisse aliquam mauris aliquam ex lobortis. Clockwise from top: Stibulum tincidunt urna nec enim; Aliquet mauris non; Nunc fringilla, cursus ante vehicula; Nullam malesuada mi ante, in blandit sem. Southern WV CVB Place Name GoToWV.com At sodales justo vehicula mantillus evictus solor Fusce fringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque id lacus eu elit maximus tempor. Nullam malesuada mi ante, in blandit sem scelerisque vel. Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor massa. /learn Pellentesque id lacus expedit canary blandit tocius Eu elit maximus tempor. Nullam malesuada mi ante, in blandit sem scelerisque vel. Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor velit massa. Sed lobortis mattis dui non scelerisque. In laoreet magna risus. Integer eget dolor felis. Sed rutrum condimentum libero in finibus. Aenean neque diam, feugiat auctor sit amet, ullamcorper massa. /learn 8 GoToWV.com GoToWV.com 9 CO-OP Full page DMO, 1/4 page, partners 14 Place Name Place Name VISIT MILESPARTNERSHIP.COM/WESTVIRGINIA TO VIEW ALL NEW ADVERTISING OPTIONS & FORMATS! 4

6 v Advertisers New Digital Guide ADVERTISING OPTIONS Replacing the previous flip page version of the electronic travel guide, a new enhanced Digital Guide for 2018 will dynamically present content in a digitally optimized format. All full-page, two-thirds and half-page partners will receive formatted advertorial with their presence in the guide. RICH-MEDIA ADVERTISING Reach travelers at all points of the travel-planning process with our multi-media digital advertising programs. With options to convey your experience with formatted advertorial, videos and banner ads, travelers will be inspired, engaged and are sure to convert! We utilize the following advertising formats designed for generating awareness, engagement, traveler action, referral traffic and ROI. 1. Native Content: Create awareness and drive interest and desire to visit through the native content program. You ll be featured in a native content unit, among organic content in the Table of Contents. Users will be directed to a full page of native content highlighting your experience with 100% share-of-voice, featuring photos, video, content, contact info and a link to your site. You also get 100% share-of-voice for the banner ads on your page! (ADDED VALUE for full, two-thirds and halfpage partners.) 2. Interstitial: Full-page pop up ad that runs runof-site between articles. 3. Native Banners: Drive interest and desire, plus traffic to your site, with this flexible unit that is present throughout the experience. Photo/Video caption: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis pulvinar justo a fringilla bibendum. Morbi id dui nec urna posuere tincidunt. Phasellus viverra erat vehicula nisi consectetur, ut commodo enim pharetra. BIG HEADLINE RIGHT HERE Pellentesque id lacus eu elit maximus tempor. Nullam malesuada mi ante, in blandit sem scelerisque vel. Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor massa. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. SODALES JUSTO Fusce ringilla rutrum nunc a rutrum. Etiam bibendum efficitur sem et dignissim. Sed lot, ullamcorper semper massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Pellentesque id lacus eu elit maximus tempor. Native Content Native Banner Interstitial Packages and Rates: We re offering special rates for this introductory year based on last year s traffic: Native Banner Ad Placement Native Banners Description Run of site native ads that drive traffic to your site. Forecasted Impressions 50,000 imp Forecasted Impressions: 55,600 Interstitial Full-page pop up ad that runs run-of-site between articles 5,600 imp Rate: $1,500 5

7 Circulation & DISTRIBUTION The official West Virginia State Travel Guide is the primary print fulfillment for for the West Virginia Tourism Office s multi-million dollar marketing plan. By advertising in it, your message is reaching an incredibly qualified, active travel-planning audience that you can t access anywhere else. CIRCULATION: 400,000 TOTAL REACH: 1,035,000 ADVERTISING RATES: DIRECT REQUESTS: NEARLY 26,000 GUIDES ORDERED ONLINE! SIZE Two-page spread - formatted Two-page spread - display RATE CARD STATE INVESTMENT PARTNER COST SAVINGS $16,728 35% $10, $5,855 $16,728 15% $14,218 -$2,510 Full page - formatted $8,364 35% $5,436 -$2,928 Full page - display $8,364 15% $7,109 -$1,255 2/3 page - formatted $6,395 35% $4,156 -$2,239 2/3 page - display $6,395 15% $5,435 -$960 1/2 page - formatted $6,253 35% $4,064 -$2,189 1/2 page - display $6,253 15% $5,315 -$938 1/3 page - formatted $2,788 35% $1,812 -$976 1/4 page - formatted $2,091 35% $1,359 -$732 1/6 page - formatted $1,394 35% $906 -$488 WELCOME CENTERS: REACH 3.3 MILLION ERS THROUGH THE STATE S 8 STAFFED WELCOME CENTERS! PREMIUM LISTINGS ARE ALSO NOW AVAILABLE ON GOTOWV.COM! PREMIUM POSITIONS Inside front cover $11,015 15% $9,362 -$1,653 Inside back cover $9,620 15% $8,177 -$1,443 Adjacent relevant content* *Contact Heidi Prior for details! Add 10%* FEATURED EVENTS Featured event $140 Highlighted featured event $165 Photo highlighted event $215 6

8 RESOURCES Transportation...8 Welcome Centers...9 Social & On the Web Group Travel...33 Calendar of Events ON THE COVER Canaan Valley, WV FEATURES WV Road Trip Outdoor Adventure Scenic Beauty Mountain Flavor History & Heritage Arts & Entertainment Gaming & Nightlife...30 West FURginia Retro & Offbeat Potomac Highlands...34 New River-Greenbrier Valley...44 Hatfield-McCoy Mountains...60 Mountain Lakes...64 Metro Valley Mid-Ohio Valley...86 Northern Panhandle Mountaineer Country Eastern Panhandle GoToWV.com Dave Wolff Stilwell Park, Marlinton West Virginia is a wonderful place to celebrate special times with my family. Happy 1-year birthday, Arthur! All of the featured content in this year s guide has been provided by real West Virginia travelers, just like you! Check out all of their social posts and photos, starting on page Mauris viverra, mi sit amet posuere tincidunt, velit purus accumsan arcu, condimentum pulvinar leo lacus porttitor Lillian Porter Fayetteville Secret Sandwich Society has the best sandwiches I ve ever had. This was ham, cheese and apple and was the most amazing thing. They even make the chips from scratch!!! Traditional Appalachian specialties and upscale fare. Craft beer and mountain-made wine and shine RESOURCES FEATURES Transportation...8 WV Road Trip Potomac Highlands...34 Welcome Centers...9 Outdoor Adventure New River-Greenbrier Valley...44 Social & On the Web Scenic Beauty Hatfield-McCoy Mountains...60 Group Travel...33 Mountain Flavor Mountain Lakes...64 Calendar of Events History & Heritage Metro Valley Arts & Entertainment Mid-Ohio Valley...86 ON THE COVER Gaming & Nightlife...30 Northern Panhandle Canaan Valley, WV West FURginia Mountaineer Country Retro & Offbeat Eastern Panhandle GoToWV.com Dave Wolff Stilwell Park, Marlinton West Virginia is a wonderful place to celebrate special times with my family. Happy 1-year birthday, Arthur! IN THEIR OWN WORDS All of the featured content in this year s guide has been provided by real West Virginia travelers, just like you! Check out all of their social posts and photos, starting on page Program AT-A-GLANCE GUIDE 920K TOTAL REACH CONTENTS 72 METRO 60 HATFIELD-McCOY MOUNTAINS 86 MID-OHIO 64 MOUNTAIN LAKES < REACH MORE THAN 1 MILLION QUALIFIED VISITORS THROUGH PRINT AND DIGITAL GUIDES. IN THEIR OWN WORDS 92 NORTHERN 104 MOUNTAINEER COUNTRY 112 EASTERN 34 POTOMAC HIGHLANDS NEW RIVER- 44 GREENBRIER MOUNTAIN FLAVOR DIGITAL GUIDE CONTENTS 72 METRO 60 HATFIELD-McCOY MOUNTAINS 86 MID-OHIO 161K+ PAGE VIEWS 64 MOUNTAIN LAKES < 92 NORTHERN 104 MOUNTAINEER COUNTRY 112 EASTERN 34 POTOMAC HIGHLANDS NEW RIVER- 44 GREENBRIER *Delivered through a combination of print and digital distribution. WHAT YOU NEED TO KNOW: West Virginia welcomes 15.9 MILLION visitors, spending $4.5 BILLION annually. The West Virginia Tourism Office creates a MULTI- MILLION DOLLAR marketing strategy to drive visitation. Today s travelers are more informed and USE MORE MEDIA and resources than ever. With consumers using so many sources, an INTEGRATED advertising strategy is crucial. Not all leads are created equally. Measure QUALITY OVER QUANTITY. We ll show you how! Sources: 2013 Visitor Study, Longwoods International; 2014 Economic Impact Study, Dean Runyon Associates; 2016, Miles Partnership & GoToWV YOUR WEST VIRGINIA MILES TEAM! CALL ME TO ADVERTISE! HEIDI PRIOR Phone: Previously Marketing Director at a large state attraction, Heidi is now committed to help grow all WV tourism businesses. STEVEN KEITH Phone: Formerly with the Division of Tourism, Steven now creates compelling content to draw visitors to West Virginia. SAMANTHA DAVIS Phone: Samantha is your dedicated advertising and listings manager, ready to help collect your materials and answer questions. CARRIE KOENIG Phone: Carrie builds partner advertising programs, oversees industry education and leads our sales team. 7 FREE TOURISM MARKETING RESEARCH AND RESOURCES: BUDURL.COM/TOURISMMARKETING