2011 GEORGIA GOVERNOR S TOURISM CONFERENCE MARKETING PRESENTATION

Transcription

1 2011 GEORGIA GOVERNOR S TOURISM CONFERENCE MARKETING PRESENTATION

2 ExploreGeorgia.org Highlights 82% of site traffic is first time visitors Site traffic this year is up by more than 20% To date for 2011, traffic has increased nearly 50% In the past 12 months, we almost doubled the size of our database Georgia Travel Guide requests remain higher than last year

3 2011 Georgia Travel Guide 750,000 Circulation 2,325,000 Total Readership 1 million readers online

4 Braves Sponsorship Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000

5 Georgia Traveler Sponsorship Total Impressions Delivered: 5,141,214 Season 5 6 episodes in the Fall (October, November) 7 episodes in the Winter/Spring (January, February, April). All 13 episodes are repeated late spring and summer Season 6 Production will begin in 2012

6 Grant and Co-Op Print Advertising Six special sections featuring Georgia, 4 to 28 pages in length, delivering more than a 2 to 1 Value for our spending. Atlanta Magazine Five Meredith Publications including BH&G and Family Circle GO! Magazine Budget Travel Total Estimated Value: $1,455,184 Spring Newspaper Insert featuring Grant and Co-Op partner advertisements Total Estimated Value Collinson Media: $76,000 Total Estimated Value Madden Media: $237,352 Other Grant and Co-Op Advertisements in Southern Living, Group Tour and Georgia Magazine

7 TripAdvisor Partnership Georgia Advertorial: 6 months Four grant partners have equal presence on page Branded drivers, garnering over 3.2MM impressions Georgia Tourism Sponsorship: one full year presence Ownership of photos and some content along with banners driving to ExploreGeorgia.org Total package value: $106,618

8 Spring/Summer Advertising Print Circulation and Impressions

9 Tourism Print Ads Special Section Atlanta magazine - April

10 Tourism Print Ads Special Section Budget Travel - April

11 Tourism Print Ads Special Section Go! Magazine - March

12 Digital Media Banners Partnership s with: Yahoo WeatherBug ValueClick 20,590,520 impressions

13 Quarterly Contests Georgia s Grand Slam Getaway Ultimate Georgia Vacation Georgia s Girlfriends Getaway 80 Days of Georgia Giveaways Homestretch Giveaway

14 Georgia s Grand Slam Getaway Launch Date: June 15, 2010 End Date: July 15, 2010 Highlights: Facebook fans more than doubled 5,478 Facebook Fans Acquired

15 Ultimate Georgia Vacation Launch Date: July 1, 2010 End Date: July 31, 2010 Highlights: Increased Trip Planner usage by 60% Over 700 trips were planned Contest page had over 8,000 hits Facebook drove over 15,517 clickthroughs on the fan page 6,085 Facebook Fans Acquired

16 Georgia s Girlfriends Getaway Launch Date: November 2, 2010 End Date: January 3, 2010 Highlights: Drove over 3,000 entries Facebook drove over 20,000 clickthroughs to the fan page Contest drove over 7,500 new fans to the Explore Georgia Facebook page Newsletter database increased by 2,152 7,563 Facebook Fans Acquired

17 80 Days of Georgia Giveaways Launch Date: May 2, 2011 End Date: August 23, 2011 Highlights: 23,753 Facebook Fans Acquired Drove a 106% increase in Facebook fan base resulting in 42,893 current fans 34,019 contest entries Twitter follower base increased by 21% - resulting in 13,851

18 FY11 YTD Social Lead Generation Facebook Lifetime Likes 30,000 20,000 10, , ,024 acquired Facebook fans 435% growth in Facebook fan base 3,902 acquired Twitter Followers 48% growth in Follower base Twitter Followers 14,000 12,000 10,000 8,000 6,000 4,000 2,000-8,102 12,004

19 FY11 YTD Lead Generation s Acquired 7,000 6,000 5,000 4,000 3,000 2,000 1, ,659 s acquired since July % retention of acquired without opt-out 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Of registrants, over half (65%) signed up to receive multiple s. 12% of the database is registered to receive all 3 Georgia Tourism s (ecrm, Special Offers, This Week in GA). ecrm Special Offers This Week in GA Civil War 1% 46% 66% 64% 0% 20% 40% 60% 80%

20 New Ad Campaign Connection Point Authentic Experiences Not Manufactured Memories Southern Sensibilities Modern Possibilities Genuine Georgia Key Insight Brand Essence

21 Campaign Research We conducted research over the last year to arrive at our new positioning and to develop our new campaign Ethnography one-on-one interviews in Georgia and key feeder markets Social Media Audit Focus Goups (5) in Georgia and key feeder markets

22 Our Target Demographic Women 25-54, both within Georgia and in surrounding states, who act as the key influencer in planning vacation time for them and their loved ones

23 Key Message The Georgia Experience brings a contemporary and modern feel with the authenticity, heritage and hospitality of the South.

24 Personality and Voice of the Brand

25 Campaign Touchpoints Interactive Advertising Branding Product Development PR/Advertorial Sales Force

26 The South With A Twist

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31 New Website To Launch January, 2012

32 Online VIC Phase 1 Downloadable brochures Newsletter Sign up Landing Page Right Rail Updates 32

33 Launch of MOBI Site Mobile Web features: Contact: Alexandra Owen ITI Marketing Updated content including images and video Links provided to all Partner mobile sites Wide selection of categories Special offers by city, type, and by region Dynamic Events Calendar Click -to -Call option Locator Map ID Links to all social networks Favorites planning feature New design with improved user interface

34 CW150

35 GaCivilWar.org Visitors have come from 96 countries/territories, with the majority coming from the United States, Canada and the United Kingdom There have been over 117,890 page views The average visitor has had 4.2 page views Over 30% of visitors were interested in attractions and events

36 GACivilWar.org Interactive Flash Map Timeline Integration with current PA to dynamically publish upcoming events Online Store CW150 Newsletter

37 Georgia s Guide to the Civil War

38 Crossroads of Conflict Sales Over 4,000 books have sold from the 1 st printing The book is currently in its 2 nd printing The book continues to be the #1 selling item through the online store

39 Other Exciting News Online Banner Sales for 2012 Homepage Online VIC page 9 Regional Landing Pages Must See Attractions/Listings Overview Page Special Offers Page Regional Video Landing pages Newsletter ad sales Contact: Jill Teter, Atlanta Magazine Travel Sales Director jill-teter@comcast.net

40 What s New For 2012 Launch of new ad campaign in the spring Redesign of ExploreGeorgia.org Improved Search capabilities on ExploreGeorgia.org Added functionality to the Online VIC Advertising opportunities for Partners on ExploreGeorgia.org, GaCivilWar.org and mexploregeorgia.org and in newsletters Georgia On My Mind Store on ExploreGeorgia.org, with a huge variety of wearables