RESULTS - EVENT SUMMARY

Transcription

1 DENVER MARCH 24-25, 2018 COLORADO CONVENTION CENTER RESULTS - EVENT SUMMARY FIND US: /TravAdventure

2 2018 DENVER TRAVEL & ADVENTURE SHOW Date: March 24-25, 2018 Venue: Location: Halls: Colorado Convention Center th Street Denver, CO Hall D: 98,000 sq. ft. THANK YOU TO OUR SPONSORS NATIONAL MEDIA SPONSOR: SUPPORTING SPONSOR: PHOTO BOOTH SPONSOR: GLOBAL BEATS STAGE SPONSOR: MEDIA SUPPORTER: PRODUCED BY: traveling productions produce write shoot edit host TRAVEL INDUSTRY PARTNERS:

3 ATTENDANCE SUMMARY Attendance Summary Household Income (HHI) Total Attendance: 14,847 10,213 Travel Trade: 1,346 1,191 Travel Agents: Press: Attendee Gender 52% 48% 79% Earn Over $100,000 (14.5% increase over 2017) $250k+ 21% $150k - $250k 25% $100k - $150k 32% $75k - $100k 12% $50k - $75k 7% <$50k 3% Travel Expenditure 2018 Attendee Age % Spend Over $5,000 on Travel (+5% increase over 2017) % in Peak Earning Years

4 HEADLINE SPEAKERS & STAGES In 2018, the Denver Travel & Adventure Show provided new, updated content and speakers to attract and engage attendees. The Travel Theater, where attendees go for inspiration and advice from travel celebrities, welcomed Rick Steves and Jack Maxwell, host of Travel Channel s hit series The Booze Traveler. The Travel & Adventure Show also welcomed back Peter Greenberg to Denver. On the Destination Theater, 10 sessions spanning both show days provided educational workshops based on specific destinations from around the globe. On the Savvy Traveler Theater, attendees enjoyed 10 sessions dedicated to providing actionable travel advice from packing and technology tips, to photography and family travel advice. Keynote Speakers Included: Rick Steves Travel Writer, Host of Rick Steves Europe and Travel with Rick Steves Peter Greenberg Emmy Award-Winning Investigative Reporter and Producer and CBS News Travel Editor Jack Maxwell Host of Booze Traveler, on Travel Channel For those attendees searching for cultural experiences, the Global Beats Stage provided just that. With over 17 sessions, attendees experienced cultural dance and performances throughout the weekend. On the stadium seating style Taste of Travel Theater, attendees were able to get a taste of cuisines from around the globe during 7 live cooking demonstrations. In addition to meeting with our vendors, attendees engaged in activities such as: + Travel Theater + Destination Theater + Savvy Traveler Theater + Taste of Travel Theater + Global Beats Theater + Ride on a Segway + Visit Billings, Montana Photo Booth + Camel Rides

5 PROMOTION SUMMARY For the 2018 Travel Show Season, the Marketing Team was tasked with not only increasing attendance, but also increasing the quality of attendees who walked through the show doors. Broadcast Television: The 2018 Denver Show s television mix was the strongest ever combining a high level of frequency with commercials running in high-visibility day parts. Between CBS and NBC, over 280 commercials ran, resulting in over 15.7 million impressions served over a 10 day flight. This resulted in a 42% increase in TV impressions year over year. Radio: Between KYGO-FM, KRFX-FM and the Total Traffic & Weather network (8 stations), over 254 radio spots ran over the span of two weeks. Over 2.7 million impressions were served to daily commuters, resulting in a 170% increase in impressions year over year. Out of Home: Strategically placed along freeways and high-visibility areas downtown, a mix of 18 posters and 3 bulletins were used to target prospective attendees around the Denver metro area. This out of home mix resulted in over 4 million impressions, which was a 108% increase year over year. Digital Campaign: Along with the help of television station and radio station digital assistance, an outside digital marketing agency was used to put together an aggressive social media and online marketing presense. AdTaxi, used in other markets, provided over 915,700 impressions. Print: 303 Magazine provided both print and digital advertising in the weeks leading up to the event, providing just under 250,000 impressions. Media Coverage: In one of the most successful media mornings in Travel & Adventure Show history, Travel Show Management and speakers were interviewed by most of the major media outlets in the Denver area. NBC, CBS, FOX, ABC, KOA and more, all covered the show from the convention center and in-studio throughout the week and show weekend.

6 PROMOTION SUMMARY - CONTINUED FACEBOOK: Within one week leading up to, and including the Denver event, the Travel & Adventure Show Facebook advertising campaign targeted a specific audience of Denver travelers, promoting event speakers, sponsors and exhibitors. Combined, these posts reached 58,000 users, while creating 133,500 unique impressions and engaging 6,280 users, drawing more attention, and ticket sales, to the event. TWITTER: By engaging celebrity speakers, local and national bloggers and industry created over 58,000 impressions. The official hashtag, #DenverTravelShow, was used in over 150 posts, reaching over 350,000 people and created over 650,500 impressions. INSTAGRAM: Instagram account reached over 85,000 Denver-area users, and created over 165,000 impressions. #DenverTravelShow was used in over 70 posts throughout the week by Denver Travel & Adventure Show attendees, celebrity speakers, bloggers and industry professionals, resulting in over 3,000 likes and over 200 comments. We ll see you next year at the 2019 Denver Travel & Adventure Show - February 23-24, 2019 at the Colorado Convention Center!

7 JOIN US NEXT YEAR IN THESE MARKETS CHICAGO JANUARY 12-13, 2019 SAN DIEGO JANUARY 19-20, 2019 BOSTON FEBRUARY 9-10, 2019 INTERESTED IN EXHIBITING/SPONSORING: P: E: LOS ANGELES FEBRUARY 16-17, 2019 DENVER FEBRUARY 23-24, 2019 NATIONAL MEDIA SPONSOR: PRODUCED BY: PHILADELPHIA MARCH 9-10, 2019 WASHINGTON D.C. MARCH 16-17, 2019 SF/BAY AREA MARCH 23-24, 2019 DALLAS MARCH 30-31, 2019 FIND US: /TravAdventure