6/27/2014 N.C. DIVISION OF TOURISM, FILM & SPORTS DEVELOPMENT OVERVIEW PROGRAM GOALS MEASURING SUCCESS

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1 N.C. DIVISION OF TOURISM, FILM & SPORTS DEVELOPMENT OVERVIEW HEIDI WALTERS N.C. DIVISION OF TOURISM PROGRAM GOALS More people, staying longer, spending more money Strategic marketing investments Leveraging resources through partnerships MEASURING SUCCESS Visitor research (demographics, activities, attitudes) Economic impact ROI/attitude and awareness Web analytics Social engagement Partner investment 1

2 2013 RECORD YEAR FOR NC TOURISM $20.2 Billion in Visitor Spending Nearly 200,000 Jobs $1 Billion in State Tax Revenues $597 Million in Local Tax Revenues Visitors contribute $4.4 Million Per Day in State and Local Tax Revenues NC Households save $435 in taxes due to visitor spending STATE OF ORIGIN OF NC OVERNIGHT VISITORS NC 30% SC 8% FL 8% VA 7% GA 7% NY 4% Other, 17% PA 5% TX 3% OH 3% TN 3% MD 2% NJ 3% AVERAGE TOTAL TRIP SPENDING BY OVERNIGHT VISITOR PARTIES $1,000 $750 $500 $540 $343 $648 $835 $432 $531 $319 $664 $511 $1,197 $618 $743 Total trip expenditures NC Resident expenditures $250 Non-Resident expenditures $0 NC Coastal Region Piedmont Region Mountain Region 2

3 TOURISM TAX COLLECTIONS PARTNER MARKETING DOLLAR ALLOCATION 100% in NC, 33% 75% in NC, 29% <25% in NC, 8% 25% in NC, 10% 50% in NC, 20% ACTIVITIES OF NC OVERNIGHT VISITORS Visiting relatives Shopping Visiting friends Beach Rural sightseeing Fine dining State/National Park Historic sites/churches Urban sightseeing Museums Wildlife viewing Old homes/mansions Hiking/backpacking Gardens Nightclub/dancing Nature travel/ecotouring Art galleries Bird watching Fishing (fresh or saltwater) Casino/gaming Wine tasting/winery tour Special events/festivals (e.g., Mardi Gras, hot air balloon Golf Theme park Biking 6.5% 6.5% 5.3% 5.0% 4.4% 4.2% 3.8% 3.7% 3.5% 3.3% 3.2% 3.2% 3.0% 2.7% 2.4% 10.7% 10.7% 10.0% 9.7% 22.2% 19.4% 18.9% 16.3% 14.8% 30.2% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 3

4 WHO WE ARE TALKING TO Mom, Wife, Daughter, Sister, Friend, Co-worker Females HHI $75K+ Wears many hats and frames her life in context of loved ones and friends TOP TEN STATES OF ORIGIN 4

5 VISITNC.COM VISITNC.COM MEDIA STRATEGY 5

6 BRAND ADVERTISING Events Direct Fax Direct Mail Telephone THE MASS(IVE) MEDIA < s TV Radio Print Display IM Events Direct Fax Direct Mail Telephone TV Radio Print Display Cable TV Website Search Online Display Apps/Push Notifications Group Texting Mobile Social DM SMS Voice Marketing IM IM Mobile SMS + MMS IM Events Events Events Direct Fax Direct Fax Direct Mail Direct Fax Direct Mail Direct Mail Telephone Telephone Telephone s 2012 TV TV TV Radio Radio Radio Print Print Print Display Display Display Website Website Website Search Online Display Search Search Paid Search Online Display Online Display Landing Pages Paid Search Paid Search Microsites Landing Pages Landing Pages Online Video Affiliate Marketing Microsites Microsites Webinars Online Video Online Video Blogs/ RSS Webinars Webinars Podcasts Affiliate Marketing Blogs Contextual Wikis RSS Social Networks Podcasts Mobile Web Wikis Behavioral Social Networks Social Media & Ads Virtual Worlds Mobile Web Widgets Twitter Mobile Apps Geolocation Pinterest PARTNERSHIPS LEVERAGE RESOURCES 6

7 PRINT CO-OPS LEVERAGING RESOURCES THROUGH PARTNERSHIPS Media Spending Division Media Budget: $3,380,000 6 Partner investment: $2,100,000 5 Final Budget: $5,480,000 In Kind Media Partners Division: $280,000 Media Partners: $3,391,000 Total Value: $9,126, Actual $$ Partners Division In-Kind INCREASING COMPETITION In the budget year, which started July 1, lawmakers approved a $9 million increase for the state s tourism agency, for the second consecutive year one of the largest increases given any state agency % 7

8 HOW YOU CAN WORK WITH US Advertising Co-ops Visitnc.com ads Sweepstakes Event Listings Travel Guides Sports PR International Trade Domestic Trade Tourism Development Film Welcome Centers/800 VISIT-NC MYMU/Governor s Conference PARTNER EXTRANET nccommerce.com/tourism (VisitNC partner database contacts) Contact: Kathy Prickett kprickett@nccommerce.com or PR WINS Contact: Beth Gargan bgargan@nccommerce.com or

9 PR Hotline Press Releases Host a Travel Writer Join us on a Media Mission Be Our Friend STAY IN TOUCH WITH PR Contact: Beth Gargan bgargan@nccommerce.com or GROUP TRAVEL AND SPORTS EVENTS Contact: Kristi Driver kdriver@nccommerce.com or INTERNATIONAL MARKETING Contact: Heidi Walters hwalters@nccommerce.com or

10 FILM Contact: Aaron Syrett or Cultural Heritage TOURISM DEVELOPMENT Civil War Sites Revolutionary War Trail TRAC Contact: Andre Nabors or INDUSTRY RELATIONS Governor s Conference Every Spring MYMU Every Fall Travel Leadership Summit Tourism Week in May TRAC Program Coming soon near you! Contact: Ashlee Kirk ashlee.kirk@nccommerce.com or

11 RESEARCH Fast Facts Economic Impact Visitation Lodging International Tax Data County Level Statistics nccommerce.com/tourism/research Contact: Marlise Taylor or Display Ads Virtual Brochures Featured Events Special Offers Videos Sweepstakes Custom Co-ops CO-OP ADVERTISING/MARKETING Contact: Crandall Turner (LGA) or SOCIAL MEDIA 11

12 PROJECT 543 BE SOCIAL WITH US Facebook.com/northcarolina Facebook.com/nctourism pinterest.com/visitnc Contact: Brooke Haney (LGA) or Welcome Centers VisitNC Call Center Emergency Communications Brochure Fulfillment VISITOR SERVICES Contact: Wally Wazan wwazan@nccommerce.com or

13 STRATEGIC PLAN AND ANNUAL REPORT partners.visitnc.com annualreport.visitnc.com Stay connected PARTNERSHIP Newslink Extranet/County Contacts nccommerce.com/tourism partners.visitnc.com Share Keep your listings current News and releases Social media Research, trends, ideas Participate Local, regional, state TRAC workshops Governor s Conference Media missions Sales missions N.C. DIVISION OF TOURISM, FILM & SPORTS DEVELOPMENT OVERVIEW THANK YOU! 13