FY13/FY14 Tourism Marketing Summary

Transcription

1 FY13/FY14 Tourism Marketing Summary

2 Our Target Audience

3 Target Audience Meet Jenn Our Target Audience Working Mom, family is priority, and she s always working toward balance Enjoys entertaining family and friends in her home, cooking and gardening Stays active, and teaches her kids to do the same When spending money, she s looking for value (quality and price) Travel allows uninterrupted, quality time with family (making at least yearly travel is a priority, even if just for a few days). Often has a type of trip in mind (beach, active, city, educational), and determines budget first When formulating an Initial Consideration Set, she recalls past experience, word-of-mouth recommendations, and previously seen advertising and editorial content She often involves her kids to help make daily decisions while on vacation Jenn continues to stay loyal to destinations that provide positive, unique, stress-free family time

4 Target Audience Jenn s Media Habits Uses avg. of 4-5 sources: friends and family (online and in-person), travel reviews, brand social media pages, destination websites Planning for Jenn does not stop once the trip starts 70% plan on the road using mobile search, mobile travel sites, mobile apps, travel brochures, travel guidebooks Uses the Internet more than average, and it s her most trusted media source Photo/video sharing and social status updates play a key role in documenting and broadcasting experiences (on the trip and once at home) 11% leave reviews on a travel aggregator or destination site Jenn is on-the-go and a busy Mom, so OOH is the most consumed media Magazines are a good escape and a relaxing moment for Jenn Mobile App Happy, relying on the mobile Web and a series of apps to organize her life and find information on-the-go

5 FY13 in Review

6 Twist Ad Campaign

7 Outdoor added 6.5MM impressions Outdoor Performance

8 Digital Media Performance.24% Click-Thru Rate benchmark of 0.08% for Standard Banners Over 36 Million Impressions Delivered for Standard and Rich Media Banners 165,262 Total Facebook Fans Goal of 145,000 Fans

9 Media Performance State and Grant campaigns delivered almost 500M impressions in FY13. Media Impressions Broadcast 34,857,000 Print 178,897,975 OOH 6,580,996 Display 47,177,589 SEM 40,466,446 Added Value 184,474,397 Total 492,454,403

10 Grant & Co-op Program The Grant program continued to evolve to a more well-balanced media mix in FY13 (48% print/30% digital/14% broadcast/8% OOH). Overall, the program has delivered an additional 52MM impressions. The Co-Op program is currently supplementing the state buy through print, digital and TV adding over 25MM impressions.

11 Georgia Annual Travel Guide 750,000 Total Circulation 332, Guide Total Leads 75% higher than 2011 One Travel Guide, Two Different Covers for 2013 The set of the television series, The Walking Dead and award winning musical artist, Zac Brown, were both highlighted as tourism attractions in Senoia. 160, Guide Total Leads YTD

12 ExploreGeorgia.org Performance 2,001,735 total visits FY13 13% increase in visits from FY % of site traffic is first-time visitors 13.5% Increase in unique visitors from FY 12 Metro Areas Total Visits % Increase in Visits Atlanta, GA 679,979 26% Savannah, GA 58,800 14% Macon, GA 54,919 9% Augusta, GA 33,123 5% Albany, GA 29,650 34% Chattanooga, TN 18,452 19% Tallahassee, FL- Thomasville, GA 16,954 36% Jacksonville, FL 15,613 15% Greenville, SC-Asheville, NC-Anderson, SC 6,360 26%

13 ExploreGeorgia.org Advertising Opportunities 3,351,807 Impressions delivered 20,531 Total banner clicks.61% Click-Thru rate on site industry benchmark is.08%

14 Total Facebook Likes Social Performance 165,262 total Facebook fans 180, , ,000 Facebook Growth 18,000 16,000 14,000 44% growth in Facebook fan base compared to FY11 27,442 total Twitter followers 120, ,000 80,000 60,000 40,000 20,000 12,000 10,000 8,000 6,000 4,000 2,000 Facebook New LIkes 40% growth in follower base from September Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Total Facebook Likes New Facebook Likes 0

15 Newsletter Database Growth 92,000+ total subscribers Up 13,000+ new subscribers since July 2012 * New template debuted May ,033 Bi-monthly 72% increase in FY13 9,086 Civil War 328% increase in FY13

16 Civil War Sesquicentennial GACivilWar.org 59% increase in visits to website 3 minutes average per site visit 161% increase in views of the Great Locomotive Chase 9,086 digital newsletter subscribers The Battle of Chickamauga Audio Tour live on site, August 2013

17 Homegrown with a Twist Video Contest May 15-June 30, 2013 Winning Smackdown entry 2012 Governor s Conference on Tourism Rome, GA CVB 2012 Smackdown Marketing Campaign Total Video Entries: 82 Total Valid entries: 72 Student 16 Amateur 39 Professional 17 Google Display Network Impressions: 10,716,258 Clicks: 9,603 CTR: 0.09% Creative Loafing Impressions: 899,547 Clicks: 3,772 CTR: 0.42% Facebook Spent: $8, New Fans: 8,830 Clicks: 19,262 Actions: 78,526 Cost per fan: $0.90 Impressions: 11,473,913

18 Special Promotions Magazine Advertorials 14 special sections featuring Georgia, 2 to 14 pages in length, delivering more than a 2 to 1 value for our spending (samples below) Atlanta Magazine 7 sections, 35.5 pages total Group Travel Leader May Section Meredith Insert April 6 pages

19 Georgia Traveler Partnership Total Impressions Delivered: 31,937,152 20,507,623 (Broadcast and Spots) 2,026,000 (Drive Time Radio) 1,552,729 (New Media-Social Media, Eblast, Online Video Views, GPB Education) 7,850,800 (Regional Grant Buys) 2013: Season 7 in production 2014: Season 7 airs and Season 8 in production I have had so many calls from all over the country. Apparently you are loved and watched so much that your viewers watch your show and then send it to others. Capt. Judy Helmey-Miss Judy Charters, Savannah Thank you for featuring us on your program.it was so professional, and put together so nicely, we received a lot of new business from it. Tricia Clancey, General Manager 57 th Fighter Group Restaurant, Atlanta

20 Looking Forward - FY14

21 Looking Forward FY14 New MarketGeorgia.org Tourism Portal is here! Partner Benefits Latest industry info, news & updates Dashboard at a glance Quick links Edit Partner listings Exclusive resources Find programs of opportunity (advertising co-ops, trade shows, special events) GDEcD Information

22 Looking Forward FY14 Advertising Opportunities ExploreGeorgia.org GACivilWar.org ComeTourGeorgia.com Online Banner Sales Available on: Website Mobile site Newsletters Contact: Jon Brasher Business Development Director/Tourism

23 Looking Forward FY14 New State and Regional Twist Creative

24 Regional Marketing Grant SpheroVision 360 Pano Program Looking Forward FY14 GDEcD is contributing $5,000 to each travel region to produce seven 360 panos of a featured state park and top attractions of the region. Panos will feature pop-up info icons, narration, and background music. Each region will have a pano tab on the regional landing page on ExploreGeorgia.org that will host the regional set of panos. Looking Forwar d FY14

25 Looking Forward FY14 New ExploreGeorgia.org coming Jan. 2014! Website Redesign New user experience New look and feel / design Intuitive navigation & search Responsive Design Integrated booking Enhanced social media Inspirational smart content

26 Looking Forward FY14 New to FY14 Grant and Co-Op Program Print Partners: ENCORE Golf Magazine Food Network Magazine Backpacker Delta SKY Digital Partners: Permission Data Trip Advisor MNI Network ValueClick AJC.com *To review a comprehensive list of advertising opportunities, visit MarketGeorgia.org.