Williamsburg Area Destination Marketing Committee

Transcription

1 Williamsburg Area Destination Marketing Committee

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3 url now re-directed to the seasons section of VisitWilliamsburg.com One site for consumers with very robust information TV spots in DC, VA & NC; with a CTA of ChristmasInWilliamsburg.com Search in same geographies as TV Excellent results

4 5.40% CTR Christmas Key-Word Campaign From to % CTR average for the entire Christmas campaign 222% above average annual CTR 6.71% CTR 9.64% CTR

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8 Objective: Build awareness of and conversation about Williamsburg destinations and attractions Flight: 1/21/ /30/2013 Landing Pages:

9 Awareness - Social - Video - Engagement Consideration - Custom Content - Brand Equity Conversion - Retargeting Flighting Strategy: SEM full-year; Display media in key booking periods: March-August Targeting Strategy: Layer both demo and geo-targeting to top DMAs across entire plan

10 GRAND TOTAL Publisher Impressions Delivered Clicks Cost CTR CPC Glam 10,084,330 8,134 $ 70, % $ 8.61 Undertone 6,655,780 8,871 $ 40, % $ 4.51 Trip Advisor 4,410,495 4,474 $ 66, % $ Solve Media 1,385,452 13,696 $ 50, % $ 3.65 Pulse Point 5,274,802 8,344 $ 24, % $ 2.96 Virginia.org 99,952 1,005 $ 3, % $ 3.21 Travora Media 8,748,922 12,726 $ 45, % $ 3.54 Emiles 71,675 8,163 $ 5, % $ 0.61 YouTube Video Overlay 1,646,278 5,887 $ 4, % $ 0.72 YouTube Video 45,478 2,257 $ 6, % $ 2.76 Totals 38,423,164 73,557 $ 315, $315, % $ $4.28

11 Learning High reach networks generated awareness off-site Travel sites delivered visitors that were deeply engaged on VisitWilliamsburg.com, consuming many pages Consumers seem to use travel sites to vet the destinations. By the time they visit VisitWilliamsburg.com, their mind is made up and they are eager to learn more Shorter form video (:15) out-performed longer form video (:30) for completion rate Glam s blog program generated a volume of positive user commments and a high volume of VisitWilliamsburg.com site actions

12 The $615k search campaign generated over 657M visits to VisitWilliamsburg.com Overall, search performs very well with ads generating a bounce rate lower than that of the site average at 38.48% with users spending over 3 minutes on the site The top 20 keywords generated 56% of the clicks for the entire search campaign Specific attraction based keywords, like Busch Gardens Rollercoasters see high bounce rates Broader keywords such as things to do in Williamsburg generated high volumes of clicks and high CTRs Cost Impressions Clicks CTR CPC $618,003 32,525, , % $0.92

13 LOWEST PERFORMING ADS: The Spring Campaign in general served up the lowest performing ads from 2013, with CTRs as low as.15%. BEST PERFORMING AD: The Save Big with Bundles creative with hard dollar figures in the copy was the best performing creative out of all the campaigns, delivering a 10.24% CTR Keywords around seasonal activities (4 th of July Fireworks, Fall in Williamsburg, Christmas in Williamsburg, etc) drove the best results in quality scores, low bounce rates and higher click-through-rates As WADMC & Martin developed a strategy to build keyword lists based on content on pages, bounce rate improved

14 2013 VISITS BY STATE Top 5 States = 56% of all visits Top 6-10 = 18% of all visits Total from Top 10 = 74%

15 1. Home page 2. Attractions 2013 Top Viewed Pages 3. Williamsburg Vacation Packages 4. Lodging 5. Colonial Williamsburg Information 6. Restaurants 7. Attractions - Shopping 8. Busch Gardens information 9. Attractions History 10. Colonial Williamsburg Tickets (in booking engine)

16 *Mobile data from 6.1 to

17 2013 Results TOTAL VISITS 2012: 1,482, : 1,606,198 Increase: 8.34%

18 2013 Results Circulation 174,531, ,161,582 Impressions 523,595, ,484,746 Ad Value $2.4 million $3.6 million Return on Investment 19 to to 1 Ongoing efforts: 16 additional WADMC sponsored 2013 media visits, publications due in 2014 *through

19 2013 Secondary Indicator Year To Date [ ] Total Orders/ Transactions Var. % 11,993 10,198 15% Room Nights 13,848 12,731 8% Tickets $1,193,672 $928,815 22% Car Rentals $3,095 $1,713 45% Flights $7,097 $1,627 77% Room Night Bookings $1,703,301 $1,459,988 14% Revenue $2,933,005 $2,415,072 18% Date source: ares Travel, Inc. from to

20 2013 Secondary Indicator 2012* 2013* Room Nights 1,343,540 1,327,128 % change from previous year 0.0% -1.2% Average Daily Rate $ $ Room Sales Revenues $152,628,195 $151,128,163 % change from previous year 6.4% -1.0% *through

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22 As anticipated, the 30+% reduction in paid search spend, per our strategy to focus more on the travel consumer, has reduced overall visitation to the site; however visit duration is up and bounce rate has improved.

23 Total Orders/ Transactions Year To Date [ ] Var. % % Room Nights % Tickets $5,022 $2, % Car Rentals $0 $0 0% Flights $0 $751 0% Room Night Bookings $20,753 $17,650 18% Revenue $25,775 $20,596 25% Date source: ares Travel, Inc. from to

24 14 offers received including o Attractions o Dining o Lodging Web page designed and built DCI team actively pitching media

25 Insider s Access Web Page, live

26 Request for Quote posted responses received by Quotes scored, work awarded to Legacy Productions Script development currently in progress

27 Current contract expires Booking Engine Advisory Group unanimously recommends extending the contract for an additional year, through

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29 TASK COMPLETION DATE RFP published January 10, 2014 Submit signed NDA, receive Appendix A January 17, 2014 Questions due to GWCTA January 20, 2014 Responses to questions posted January 24, 2014 Proposals Due February 11, 2014 Notification of finalists February 17, 2014 Finalists presentations March 4-6, 2014 Recommendation made to WADMC for final approval March 17, 2014 Agency selection completed March 18, 2014

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31 Core Values (revised ) Growing Williamsburg Tourism What are Williamsburg s Core Values to guide messaging that is authentic? (revised ) We believe in: 1. Being a hospitable, safe, four-seasons destination and providing a warm welcome to visitors with broad interests. 2. Sharing our appreciation of the natural beauty of our community and the true breadth and depth of the activities our destination has to offer. Williamsburg Community Stakeholder Meeting

32 Core Values (revised ) We believe in: Growing Williamsburg Tourism 3. A love of learning, exploration and sharing intriguing stories and experiences with our guests that are grounded in our history and rich culture. 4. Creating authentic, engaging, high quality experiences that are expressed through architecture, unique environments, thematics, the arts, shopping, special events, outdoor pursuits and culinary. Williamsburg Community Stakeholder Meeting

33 Brand Voice (revised ) Williamsburg s brand voice definition: Growing Williamsburg Tourism Passionate Energetic Fun Inspiring Fresh - Outdoor activities - Unexpected adventures - Current, contemporary experiences Williamsburg Community Stakeholder Meeting

34 Shifting Perceptions Growing Williamsburg Tourism WILLIAMSBURG TODAY Boring Quiet & sleepy Unchanging Not much to do Narrow age appeal Educational Too serious Observing Historical Been there, done that WILLIAMSBURG 2020 Full immersion Interesting & charming escape Dynamic & creative experiences Full day experiences Extended family appeal Love of learning Light-hearted & fun Active Engagement Historically Relevant Unexplored, unexpected activities Williamsburg Community Stakeholder Meeting

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