FY12/FY13 TOURISM MARKETING SUMMARY

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1 FY12/FY13 TOURISM MARKETING SUMMARY

2 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).

3 Outdoor Performance Outdoor was added to the FY12 plan for the first time, and delivered 20MM impressions. State OOH Marta Stations Marta Stations

4 Target Audience Jenn s Media Habits Jenn is on-the-go and a busy mom, so Out-of-Home (OOH) is the most consumed media Uses the Internet more than average, and it s her most trusted media source 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 Top 2 Quintiles Most Trusted 0 Outdoor Internet Magazine Radio Newspaper TV (total) 0

5 Target Audience A Behavior Shift Consumer Participant A person who purchases goods and services (or a trip) A person who takes part in something

6 Target Audience Marketing Evolution One-dimensional Limited opportunity for brand impact/influence Relies on non-participative consumer Multi-faceted Numerous opportunities for brands to make an impact Takes into account a very active consumer

7 Trigger & Initial Consideration Set Target Audience Trigger: Choosing to take a vacation to spend quality time with family (62%) or just to get away (47%) When formulating an Initial Consideration Set, she recalls past experience, word-of-mouth recommendations, and previously seen advertising and editorial content. Often has a type of trip in mind (beach, active, city, educational), and determines budget first

8 Active Evaluation & Trip Planning Target Audience Uses avg. of 4-5 sources: friends and family (online and in-person), travel reviews; brand social media pages, destination websites Past experiences and friends/family (online and in-person) have the highest influence on her decision. Traditional mediums (travel agents, travel books, TV, magazines) do not play a key role.

9 Target Audience Decision After choosing Georgia as a destination, she begins to book day-to-day activities and map her route. She often involves her kids to help make daily decisions. 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.

10 Target Audience Post-Trip & Loyalty 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 continues to stay loyal to destinations that provide positive, unique, stress-free family time.

11 FY12 in Review

12 Twist Ad Campaign Regional Radio

13 Media Performance State and Grant impressions increased 14% versus FY11. FY12 Media Summary Print 206,252,168 Newspaper 10,125,000 Digital 69,406,743 SEM 74,485,352 Social 138,816,928 OOH 20,727,340 Radio 10,500,000 Better TV 1,219,000 Total Impressions 531,532,531

14 Outdoor Performance Outdoor was added to the FY12 plan for the first time, and delivered 20MM impressions. State OOH Marta Stations Marta Stations

15 Digital Media Performance 14% Click-Thru Rate for Standard Banners 67% above benchmark (.07%) 5.20% Interaction Rate for Rich Media Banners Benchmarks vary per creative 49% Click-Thru Rate for Mobile Banners Industry benchmark.58%

16 Incremental Radio Reach Radio was added to FY12 to reach 12 of our major Southeast drive markets, over 6.5MM impressions delivered Added value on-air billboards in 11 cities, and call outs on 2 stations web sites

17 Grant & Co-op Program The Grant program has evolved from a 78% print dominant plan in FY11 to a more well-balanced media mix in FY12 (54% print/23% digital/11% broadcast/12% OOH). Overall, the program has delivered an additional 40MM impressions. The Co-Op program is currently supplementing the state buy through print, digital and TV adding over 45MM impressions.

18 ExploreGeorgia.org Redesign New site launched January 31, 2012 Fresh creative approach leveraging Twist campaign Gives Georgia visitors and residents information they are looking for Events, Attractions, Specials, Lodging Quick and easy access to view or order a Georgia Travel Guide Integration of site advertising for Partners or regions

19 ExploreGeorgia.org Performance 80.5% of site traffic is first time visitors 24% increase in site traffic from FY11 344,401 regional landing page visits, increase over FY11 Regions Total Page % of Return Views Visitors Historic High Country 30,704 34% Northeast Georgia Mountains 53,166 35% Atlanta Metro 100,723 29% Historic Heartland 23,692 33% Classic South 17,980 31% Presidential Pathways 12,650 35% Magnolia Midlands 16,417 30% Plantation Trace 19,091 34% The Georgia Coast 69,978 31%

20 2012 Travel Guide This year s 2012 Georgia Travel Guide cover features the multi-award winning group Lady Antebellum. 750,000 Total Print Circulation 2,325,000 Total Readership 1 Million Readers Online

21 Georgia Traveler Partnership Total Impressions Delivered: 25,806,000 22,800,00 (Broadcasts, Promos and Spots) 2,200,000 (Drive Time Radio) 806,000 (New Media Web, Social Media, E-blast, Online Video Views, GPB Education) Season episodes in Fall (October, November) 7 episodes in Winter/Spring (January, February and April) All 13 episodes are repeated late Spring and Summer Season 6 Will begin airing in 2013 Season 7 Production will begin 2013 We have already seen our numbers increase- both in museum visitation and website traffic, nearly half of all visitors over the weekend mentioned the segment Tara Currier, Director of Marketing Booth Western Art Museum Cartersville 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 Captain Judy Helmey Miss Judy Charters Savannah

22 Newsletter Database Growth 23,266 new s acquired since July 2011 *Template changed April 2012 & Welcome began May ,987 Bi-monthly 15% increase in FY12 2,119 Civil War 602% increase in FY12 15,677 Weekly 139% increase in FY Welcome 51% open rate

23 Social Performance 81,605 acquired Facebook fans 140,000 Facebook Growth 35, % growth in Facebook fan base 5,963 acquired Twitter followers Facebook Total Fans (Lifetime Likes) 120, ,000 80,000 60,000 40,000 20, ,000 25,000 20,000 15,000 10,000 5,000 0 Facebook New Likes 46% growth in follower base in FY12 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Lifetime Likes Feb-12 Mar-12 Apr-12 New Likes May-12 Jun-12

24 Special Promotions Smackdown Winning Program Izo 5,183 Visitors during the campaign 95% were unique visitors 100% Of traffic was Facebook Media 57% Conversion Rate High compared to 80 Days (55%) $1.18 Cost-per-connection Improvement compared to 80 Day ($1.45)

25 Special Promotions Civil War The Great Locomotive Chase campaign components: Special Co-op advertising section with Trains magazine QR Codes in Trains magazine ad and VICs poster Landing page on GACivilWar.org with a YouTube video, audio tracks, and a downloadable Driving Trail Brochure 57 QR Scans VIC Poster (February 29 April 30, 2012) (Up 50% from 38 QR Scans as of April 30, 2012) 76 QR Scans Trains Magazine (April Issue: February 29 April 30, 2012) (Up 12% from 68 QR Scans as of April 30, 2012) 537 Video Views (March 12 May 31, 2012) (Up 25% from 429 Views as of April 30, 2012) 158 Audio Plays (April 16 May 31, 2012) (Up 365% from 34 Plays as of April 30, 2012)

26 Special Promotions Get Away with Lady A 17,152 Total Contest Entries March 19 May 15 62,219 Total New Likes March 19 May 15 3,111 New Opt-ins March 19 May 15 46,002 $ MM Total New Likes - FB Media 74% of Total New Likes Cost Per Like: 42% below $1.30 goal Impressions Visits to Landing Tab Total Contest Entries Visits to Landing Tab Total Contest Entries 65% Conversion Rate Visits to Landing Tab Total Contest Entries Visits to Landing Tab Total Contest Entries

27 Grant & Co-op Program 15 special sections featuring Georgia, 2 to 14 pages in length, delivering more than a 2 to 1 value for our spending Meredith Insert 6 pages Atlanta Magazine 8 sections, 48 pages total

28 Special Promotions Better TV 1,219,000 impressions delivered at minimal spend Regions Impressions Historic High Country 349,000 Northeast Georgia Mountains 232,000 Columbia County 232,000 Classic South 232,000 State 174,000

29 Looking Forward - FY13

30 Looking Forward FY13 New to FY13 Grant and Co-Op Program Print Partners: Garden & Gun Budget Travel Atlanta Journal Constitution Instinct Digital Partners: Allrecipes.com TravelChannel.com HomeAway.com TubeMogul (video network) Your Travel Insider ( ) CityGrid Search

31 Looking Forward FY13 Grant Photography Program GDEcD is contributing $5,000 to each of the region to acquire new photography to support the FY14 Twist campaign Shoots with be editorial in nature (limited crew, lighting, etc.) and designed to be cost effective yet still capturing compelling imagery

32 Looking Forward FY13 Advertising Opportunities Available: ExploreGeorgia.org Mobile site Newsletters 2013 Georgia Travel Guide Contact: Jill Teter, Atlanta magazine Travel Sales Director