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MAINE OFFICE OF TOURISM ANNUAL MARKETING PLAN

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MAINE OFFICE OF TOURISM 2014 ANNUAL MARKETING PLAN2

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WHO WE AREThe Maine Office of Tourism, an office within the Maine Department of Economic & Community Development, is charged with administering a program to support and expand the tourism industry and promote the state as a tourism destination. The office develops and executes effective marketing programs for the benefit of the travel and film industries, and the economy and the citizens of Maine, by protecting and creating jobs through attracting visitors to the state.

In 2013, tourism-related businesses generated 88,585 jobs and $5.2 billion in direct expenditures.

MISSION Become the premier four-season destination in New England.

The year 2014 marks the beginning of a new five-year strategic plan developed by the Maine Office of Tourism (MOT) in collaboration with its industry partners. This annual plan is in concert with the long-range vision for developing statewide support for tourism and driving the economic support and social benefits generated.

TABLE OF CONTENTS

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MARKETING COMMUNICATIONS GOALS / KEY CHALLENGES

MAINE TOURISM BRAND PLATFORM

THE MAINE THING CAMPAIGN

CORE MARKETING STRATEGIES

LEISURE TARGET AUDIENCE

CHANNEL SPECIFIC STRATEGIES & TACTICS

MOT RESOURCES AVAILABLE TO PARTNERS

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MARKETING COMMUNICATIONS GOALS Execute a year-round state-wide marketing platform to… • Increase visitors staying in paid accommodations by 221,500 • Increase total first time visitation (day and overnight) to 2.9 million • Maintain likelihood to recommend Maine as a vacation destination at 92% for overnight and 95% for day visitors • Continue to monitor growth of top-of-mind destination awareness and agreement with the brand attributes/platform • Improve consumer engagement and increase inquiry generation by 5% across multiple sources

KEY CHALLENGESMaine fosters a special connection with those fortunate enough to experience it. Even for those who have not yet experienced the state, Maine has an allure all its own. Its tourism cachet reflects its residents, who embody the state’s spirit of self-reliance, pragmatism and understated values–embracing the authentic, original, quirky and quaint. We are proud of our reputation as a “bucket-list” destination, and our year-over-year appeal manifests in a sense of loyalty that underlies high levels of repeat visitation.

But, things are changing fast–not just trends, technologies and fashions, but the very fabric of how people interact and manage their lives. Some of this is driven by the impact of our national economy, plus other unprecedented changes in political landscapes, social structures and weather. It’s reflected and amplified in the way consumers share their experiences immediately through photography, blog posts, video clips, tweets, reviews and identification of locales via GPS coordinates in real time. All of this will continue to shape how people think about the world, what we value and how we make choices about where and how to spend our time, energy, attention and money.

For the tourism industry, the message is clear–the consumer must be at the center of everything we do, and we must not underestimate the power of individuals to wield incredible influence at every step in their travel experience. For today’s consumer, travel is a big deal–in their perfect world, authentic and adventurous travel creates new connections and friends, it refreshes existing relationships, and it sets the groundwork for personal transformation.

The good news: The “perfect world” feels a lot like Maine. The U.S. Travel Association’s FutureViewTM Research: What “Future Influencers” and “Future Shapers” Want aligns to the very essence and nature of Maine’s travel experience:

They value authenticity and originality (the exact values upon which the Maine tourism brand is positioned)

They are individualistic–doing things “my way” (aka “follow your own inner compass”)

They are curious, open-minded and receptive to new ideas (find your own “Maine Thing”)

Our challenge moving forward will be to develop a laser-focused approach to identifying which among a multitude of customer segments pose the greatest potential for travel to Maine. We are fortunate that the very fabric of our destination and the resulting brand platform align well with future travel trends. But we’ll need to be surgical about how we allocate resources to generate the best possible return on investment.

MAINE TOURISM BRAND PLATFORMIn this environment characterized by changing consumer preferences and varying financial pressures, the Maine tourism industry is clearly focused on understanding not only the type(s) of visitors it needs to target, but their underlying motivations and values, so that the Maine tourism experience acts as an antidote–something potential customers crave more of, or feel is missing, in their day-to-day lives.

The current brand platform, launched in 2012, is purpose-built upon a values-based approach that leverages the “sweet spot” between what Maine offers, what visitors/prospects want, and what is unique about the Maine experience.

Personal Value/Contemporary Craving: Originality

Enablers/Means: Maine icons like lobsters, lighthouses, blueberries and moose, plus diversity, variety, “hidden gems” and unexpected experiences yet to be discovered

Mindset Brand Perceptions: Self-reliance, pragmatism, nature, earthy, sustainability, quaint, off beat, spirit of the land and sea, one-of-a-kind, genuine, imaginative

Differentiated Brand Benefit: Maine is a place where you can follow your inner compass and be completely yourself … an Original.

Contemporary Expressions of Originality: • Doing things your own way • Living true • Following your True North • Following your own path • Following your inner compass • Navigating in the right direction • Staying on the right path • Listening to your True Voice

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THE MAINE THING CAMPAIGNThe brand platform is expressed creatively in advertising by focusing on the indescribable aspect of Maine that we call “The Maine Thing.” The Maine Thing campaign delivers the brand platform of originality via storytelling. Stories that capture the essence of Maine’s original, off beat, one-of-a-kind, quirky and pragmatic character. Since 2012, we’ve let real Mainers–fondly called “Insiders”–share their personal stories, tips and local secrets with visitors. The next phase of the campaign carries on that storytelling tradition and aggregates content from multiple sources, such as visitors, bloggers, celebrities, multi-media editorial features and collaborations with key publishers.

QUARTERLY ELECTRONIC MAGAZINE ON VISITMAINE.COM


CORE MARKETING STRATEGIES• Maintain a values-based brand platform, so that the brand resonates personally across all customer segments • Use research and data analytics to better identify customer segments that have the highest propensity to deliver new visitors staying in paid accommodations • Employ a clear two-pronged approach: 1) Acquisition–entice first-time visitors 2) Retention–give past visitors a reason to return • Identify mutually beneficial collaborative partnerships to expand the effectiveness of the marketing budget

LEISURE TARGET AUDIENCE First-Time Visitor Demographics • Adults 25-54 • Household Income of $100,000+ • Reside in Mid-Atlantic states – New York, New Jersey, Pennsylvania, Maryland and Washington, DC • Reside in Canada – New Brunswick, Ontario

Repeat Visitor Demographics • Adults 35-64 • Household Income of $75,000 • Reside in New England markets – Massachusetts, Connecticut, Rhode Island, New Hampshire, Vermont, Maine • Reside in Mid-Atlantic states – New York, New Jersey, Pennsylvania • Reside in Canada – New Brunswick, Ontario, Quebec, Nova Scotia

Travel Intent • Have visited or expressed interest in visiting Maine • Possess characteristics consistent with the brand platform, such as a natural curiosity and a desire to be an original

Niche Audiences • Touring/Sightseeing – with an emphasis on wildlife watching • Food/Beverage/Culinary – with an emphasis on fairs/festivals • Water – with an emphasis on beach/waterfront, paddling and rafting • Active Outdoor – with an emphasis on state/national parks • History and Culture – with an emphasis on museums/landmarks and festivals/events

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CHANNEL SPECIFIC STRATEGIES & TACTICS Digital• Aggressively promote the newly launched VisitMaine.com website o Take full advantage of new content-mapping capabilities o Redevelop the Tourism Partners section so that it’s more user-friendly and accessible o Add new content to the site so that it stays fresh and offers visitors information for all stages in the vacation-planning cycle, such as: ➢ Provide enhanced content for the Group Tours, Wedding Resources and Meetings sections of the site ➢ Continue to cultivate Insider-generated content tied to key drivers of visitation to Maine: Nature and Outdoors, Beaches and Water Recreation, Culture and History, Winter Recreation and Touring ➢ Develop quarterly multi-media electronic magazines that provide in-depth coverage of topics that are key drivers for visitation ➢ Fill in content gaps as needed o Work with tourism-related businesses to ensure they are taking advantage of the enhanced listing features now offered o Develop partnerships to facilitate content sharing with credible publishers o Run a quarterly sweepstakes to: ➢ Create brand engagement by asking visitors to tell us their Maine Thing ➢ Aggregate those answers into a user-generated list of My Maine Things ➢ Drive reoccurring traffic to the site and cross-promote ordering the Travel Planner and opting-in to receive ongoing e-news • Migrate the six participating regional websites onto the new Techshare 2.0 platform • Foster brand loyalty and engagement through e-marketing o MOT e-newsletter program—monthly, plus seasonal editions o Integration of content through Facebook, Twitter, YouTube, Pinterest and other social sharing sites o Additional focus on text and mobile • Use a combination of organic search optimization along with paid search marketing to ensure Visitmaine.com is performing well for consumers actively seeking information about vacationing in Maine


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Paid Advertising • Use a combination of media vehicles to build brand awareness for Maine as a vacation destination, while also generating qualified leads o Print—use a combination of national special-interest and regional publications plus buy magazine networks for added coverage against key spot markets o Online—rich media, animated and static banners, pre-roll, sponsorships with an added focus against content sharing and microsite development o Radio—including Boston Red Sox (NESN) network o Television—test television’s ability to drive first-time visitation with a two-fold approach ➢ Spot market broadcast in two key markets—Albany, NY and Hartford, CT ➢ National cable with direct response component to cultivate up to 20,000 requests for the travel planner • Maintain support around three key seasons: winter, spring/summer and fall • Use data analytics tools to select media that reach consumers with the highest propensity to visit and stay in paid accommodations o Mediamark Research Inc. o Quintile Analysis o Comscore o Nielsen o Inquiry analysis • Support general travel interests and supplement with niche-specific marketing • Customize messaging based on audience interest and deliver the right message, to the right audience, at the right time

Public Relations• Leverage the influence of public relations to further Maine’s Mission to become the premier four-season destination in New England by providing story ideas and materials to a rich variety of national, regional and international media outlets–including travel, lifestyle, sports, food, news and general interest • Communicate the unique point-of-difference that is Maine and generate greater understanding and awareness of “The Maine Thing” by working with a wide range of media to help tell the story • Support the Maine Office of Tourism’s efforts to bring more visitors into the state and encourage deeper excursions by both domestic and international travelers • Help increase the length of stay by generating articles that stress the variety of things to do in Maine • Generate greater visitor engagement in the range of activities to experience in Maine, thereby increasing spend per visitor in the state • Extend the reach of the advertising campaign by supporting the campaign’s messages and media mix • Proactively promote all new tourism products • Use social media to engage and excite visitors and potential visitors to Maine

Social Media • Motivate MOT’s target audience to actively follow Maine on all social media platforms • Complement advertising and marketing initiatives within key social media platforms while driving traffic to VisitMaine.com • Post, Tweet, Share and Pin engaging content about all of Maine’s eight regions:

o Travel deals, special packages and activities taking place around the state

o Photos of events, attractions and Maine’s landscape

o Sweepstakes and contests to entice travel to Maine

o Follow Maine’s Insiders on culture and way of life in Maine

o Press releases and magazine and news articles about all the state has to offer

o Content from blogs and travel writers • Continue engagement of current and prospective travelers to keep Maine top-of-mind as a travel destination • Drive traffic to the MOT site–VisitMaine.com–for comprehensive information, attractions and offerings within the state • Promote authentic community-generated content to connect with all followers and attract a larger target audience for all social media platforms


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Leisure Travel Sales (Domestic & International)• Attend high-traffic consumer-oriented events and travel shows in our key U.S. and international markets • Provide industry partners with added-value opportunities • Conduct one-on-one sales calls, missions and product launches with top-producing domestic and Canadian– as well as key overseas–wholesalers, tour operators, travel agents, consortiums and internet companies specializing in leisure travel • Maintain strong relationships and be top-of-mind with room-night generating travel partners–tour operators, wholesalers, receptive agencies • Promote the destination’s niche offerings with a focus on filling low-demand periods • Work as part of Discover New England to market Maine as a key destination within a New England trip using a mix of both direct-to-consumer and business-to-business channels

o Continue to develop partnership with key tour operators in the UK/Ireland, Germany and Japan

o Continue to support the Discover New England Summit • Continue to support international media and trade familiarization trips • Continue to monitor emerging markets such as China and mature smaller markets such as Scandinavia, Iceland, Finland and The Netherlands • Work in partnership with “Top of New England” states in France • Partner with Brand USA to maximize the effectiveness of marketing dollars • Hire in-country representation for Maine in key overseas markets

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Group Tour, Meetings, Events and Sports Marketing• Provide support for the Maine Motorcoach Network, including, but not limited to, monthly meetings, profile book production, sales missions and FAM tours • Work with tour operators that already visit Maine to put an emphasis on increasing the number of nights they spend in Maine, and the frequency of their visits • Target operators selling competitive destinations and educate them on the uniqueness and marketability of a Maine trip • Partner with local CVBs to augment and enhance their efforts to attract meetings and conventions business • Provide support for the Maine Sports Commission to help attract new sporting events to Maine and expand/enhance existing events around the state

Research & Analytics• Publish an annual visitor survey including economic impact that reports data both seasonally and annually; work with each of the eight regions to develop a larger regional database from which to gather regional-specific data • Field a lodging survey to better understand the health of the overall industry, including seasonal demand • Maintain an integrated dashboard that merges both business and marketing-level data into one document to better determine the effectiveness of MOT’s marketing efforts on business goals • Measure the effectiveness of The Maine Thing advertising campaign among prospects and inquiries • Gauge growth in brand awareness and consumers’ understanding of brand attributes • Conduct a market segmentation study to better identify which new audiences pose the greatest potential for driving future visitation to Maine; ensure that results are directly tied to how we plan and purchase media • Establish benchmarks for conversion to visitation for key marketing tools such as Maine Invites You, the e-newsletter program and VisitMaine.com

Partnership Marketing

• Collaborate with industry associations and stakeholders to leverage shared learning and resources

• Collaborate with the eight marketing regions to:

o Enhance the Maine Tourism Marketing Partnership Program with cooperative marketing opportunities

using matching funds to help bolster regional marketing budgets

o Conduct quarterly meetings for information dissemination and ideation

• Support key state agency partners that also market to visitors

• Develop public-private partnerships with Maine-based businesses

• Develop a multi-media marketing partnership with Yankee magazine

o Associate Maine with the premier content provider on New England travel

o Gain access to targeted distribution channels

• Collaborate with New Brunswick on “Two Nation Vacation” partnership opportunities

• Work in concert with Nova Star Cruises Ltd. to support new ferry/cruise service between

Maine and Nova Scotia

• Collaborate with Maine Woods Consortium to grow rural economic development through tourism

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Maine Film Office• Proactively recruit productions, provide them with first-class production support to ensure their experience in Maine meets–and exceeds–their expectations, and follow up with them to encourage a return to Maine for their next production • Increase the amount of filming in Maine by participating in trade shows, sales missions, film festivals and other industry events that provide the opportunity to promote Maine • Increase filmmakers’ ability to hire, buy and source locally by encouraging Maine crew and businesses to create a listing in the Maine Film Office (MFO) online Production Directory so productions can find them • Partner with educational institutions to develop opportunities for Maine students of all education levels to gain industry exposure and experience with productions filming in Maine • Provide filmmakers with easy access to a wide range of information that will help them choose Maine as a filming location by updating the MFO website • Show filmmakers Maine’s geographic diversity–and potential for a myriad of different location looks–by expanding the Locations Gallery on the MFO website to include all corners of the state, and by promoting Maine as a filming location at industry trade shows like the annual Association of Film Commissioners International (AFCI) Locations Show in Los Angeles • Boost Maine’s profile as a filming location among major industry stakeholders that make filming location decisions by promoting successful films and television productions filmed in Maine • Actively participate with the Maine Film & Video Association, the Maine Arts Commission and other cultural and industrial associations to develop cooperative opportunities to promote Maine filmmakers and to help create opportunities to screen their films at Maine venues • Develop and strengthen MFO use of social media presence on Facebook to inform and update the film community about productions filming in Maine and opportunities available to filmmakers

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MOT RESOURCES AVAILABLE TO PARTNERS 1. Take advantage of business listing enhancements on VisitMaine.com – the newly designed VisitMaine.com offers tourism-related businesses enhanced features such as inclusion of photography, video and logos. You can update your listing in the new content management system at this link: http://maine.bvk.geoconsensus.com/login/. Or click on the Partner Login link in the footer at VisitMaine.com. To access a help desk, please e-mail [email protected]. If you are a new tourism-related business and would like to be added to the site, you can begin the registration process at the above link, and a member of the MOT staff will be in touch with you. 2. Make sure you are in our industry database – stay abreast of MOT news and updates by making sure we have your contact information in the outbound e-mail distribution list. Contact [email protected] or call 207-624-7483. If your business is listed on VisitMaine.com, then the e-mail address you provided in the contact section when you created the listing (in the content management system) is automatically included in the industry e-mail database. Please note the system allows for multiple contacts. If you do not have a contact loaded, you will not receive e-mails. 3. Provide us with quality photos of your business – send rights-free photos in jpeg or tiff format to [email protected] or call 207-624-7483. 4. MOT wants YOUR news – send us your news! We can help spread the word about renovations, new projects, packages and special events. Please send all announcements to [email protected]. 5. Participate in domestic and international media and travel trade FAM trips – if interested, contact [email protected]. 6. Use MOTPartners.com as a key information resource – there you’ll find research studies, MOT presentations, marketing plans and other key sources of information relevant to the travel industry in Maine. 7. Request consumer leads – industry partners can request consumer leads (in the form of physical addresses) from VisitMaine.com via a new online request system that will allow for sorting by interest, region and date range. This new system is currently under development. In the meantime, please contact Steve Lyons at [email protected] or call 207-624-9815. 8. Attend workshops and presentations conducted by the MOT throughout the state.

J A N U A R Y F E B R U A R Y M A R C H A P R I L M A Y J U N E J U L Y A U G U S T S E P T E M B E R O C T O B E R N O V E M B E R D E C E M B E R30 6 13 20 27 3 10 17 24 10 17 243 7 14 2131 7 14 2130 4 11 1828 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22255 12 1928 2 9 16 2326

BROADCAST

TELEVISION

NEWSPAPER DISTRIBUTEDMAGAZINES

BOSTON RED SOX RADIO

Paid Search

65 Stations1 :30 Spot/Game

1 Live Read Feature

:30Albany

Hartford-New Haven

65 MARKETSAT&T UNIVERSE

New York Times Sunday Magazine

Washington Post Sunday Magazine

PAGE 4/C SUNDAY

(Travel Issues)

PEOPLEENTERTAINMENT WEEKLY

Boston Globe Sunday Magazine

1/5 PAGE 4/C CROSSWORD SPONSORSHIP

100 GRPs/Week

100 GRPs/Week

100 GRPs/Week

ENTERTAINMENT NETWORK

MAINE OFFICE of TOURISM 2014 MEDIA SCHEDULE (JAN – DEC)J A N U A R Y F E B R U A R Y M A R C H A P R I L M A Y J U N E J U L Y S E P T E M B E R O C T O B E R N O V E M B E R

30 6 13 20 27 3 10 17 24 10 17 243 7 14 2131 7 14 2130 4 11 1828 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22255 12 1928 2 9 16 2326



BROADCAST

TELEVISION

NEWSPAPER DISTRIBUTEDMAGAZINES

BOSTON RED SOX RADIO

Paid Search

65 Stations1 :30 Spot/Game

1 Live Read Feature

:30Albany

Hartford-New Haven

65 MARKETSAT&T UNIVERSE

New York Times Sunday Magazine

Washington Post Sunday Magazine

PAGE 4/C SUNDAY

(Travel Issues)

PEOPLEENTERTAINMENT WEEKLY

Boston Globe Sunday Magazine

1/5 PAGE 4/C CROSSWORD SPONSORSHIP

100 GRPs/Week

100 GRPs/Week

100 GRPs/Week

ENTERTAINMENT NETWORK

MAINE OFFICE of TOURISM 2014 MEDIA SCHEDULE (JAN – DEC)J A N U A R Y F E B R U A R Y M A R C H A P R I L M A Y J U N E J U L Y S E P T E M B E R O C T O B E R N O V E M B E R

30 6 13 20 27 3 10 17 24 10 17 243 7 14 2131 7 14 2130 4 11 1828 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22255 12 1928 2 9 16 2326

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PG 1 OF 5

HEALTHY LIVING

CONDE NAST

Food & WIne

LUXURY NETWORKElle Decor

Real Simple

Town & Country

InStyle

Cooking Light

New England Section

Food Issue


‘

More

Real Simple

Health

Page 4C

Food Network

Conde Nast Traveler

Vanity Fair

Bon Appetit

Washingtonian Page 4/C

National GeographicNew England & Mid Atlantic States

Page 4/C

TRAVEL & LEISURENew England & Mid Atlantic States

Page 4/C

SmithsonianNew England & Mid Atlantic States

Page 4/CYankee

52 page insert “Our Maine” 60,000 copies

Nature ConservationEastern U.S. Page 4/C

Outdoor PhotographerPage 4/C

MAINE OFFICE of TOURISM 2014 MEDIA SCHEDULE (JAN – DEC)


HEALTHY LIVING

CONDE NAST

Food & WIne

LUXURY NETWORKElle Decor

Real Simple

Town & Country

InStyle

Cooking Light

New England Section

Food Issue


‘

More

Real Simple

Health

Page 4C

Food Network

Conde Nast Traveler

Vanity Fair

Bon Appetit

Washingtonian Page 4/C

National GeographicNew England & Mid Atlantic States

Page 4/C

TRAVEL & LEISURENew England & Mid Atlantic States

Page 4/C

SmithsonianNew England & Mid Atlantic States

Page 4/CYankee

52 page insert “Our Maine” 60,000 copies

Nature ConservationEastern U.S. Page 4/C

Outdoor PhotographerPage 4/C


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PG 2 OF 5


CANADA

MAGAZINES

ONLINE DISPLAY

GVQ Voyages

Madden

Brand U.S.A.Toronto Star

DreamscapesThe Globe & Mail

New Brunswick Newspapers

Fredericton Daily Gleaner

Moncton Times & Transcript

St. John Telegraph Herald

TBD


Canadian Geographic Travel Page 4/C

Canadian Traveller Page 4/C

Explore Page 4/C

Orbitz1,954,053 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich MediaTargeting:- Travel & Theme Guides- Destination - Maine - Destination - Competive States- Geo-targeting (New England & Mid Atlantic)- Destination Retargeting - Added Value ROS

Orbitz - Brand USA1,709,910 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media3:1 Brand USA Match- Geo-targeting (Surrounding Canada)- Deals Main Page - Air Path Click Off


27

CANADA

MAGAZINES

ONLINE DISPLAY

GVQ Voyages

Madden

Brand U.S.A.Toronto Star

DreamscapesThe Globe & Mail

New Brunswick Newspapers

Fredericton Daily Gleaner

Moncton Times & Transcript

St. John Telegraph Herald

TBD


Canadian Geographic Travel Page 4/C

Canadian Traveller Page 4/C

Explore Page 4/C

Orbitz1,954,053 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich MediaTargeting:- Travel & Theme Guides- Destination - Maine - Destination - Competive States- Geo-targeting (New England & Mid Atlantic)- Destination Retargeting - Added Value ROS

Orbitz - Brand USA1,709,910 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media3:1 Brand USA Match- Geo-targeting (Surrounding Canada)- Deals Main Page - Air Path Click Off

MAINE OFFICE of TOURISM 2014 MEDIA SCHEDULE (JAN – DEC)PG 3 OF 5

MAINE OFFICE OF TOURISM 2014 ANNUAL MARKETING PLAN28 MAINE OFFICE OF TOURISM 2014 ANNUAL MARKETING PLAN28


Travel SquireAudience: 100,000 uniques

Editorial Integration- Four (4) features on Maine- Four (4) news items chosen by MaineNewsletters- Two (2) Sponsored E-newsletters- Two (2) Dedicated E-newslettersSocial- Co-host #TRAVEX four (4) times- #TRAVEX Trip Giveaway Four (4) months Added Value banners

Trip Advisor1,250,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich MediaTargeting:- Maine Content Pages- New Hampshire and Vermont Content Pages- Geo-targeting (New England & Mid Atlantic)

Trip Advisor - Brand USA833,334 Impressions

Banners (300x250, 300x600, 728x90, 160x600) Flash or Rich

Media1:1 Brand USA Match

Targeting:- Maine Content Pages- New Hampshire and Vermont Content Pages- Geo-targeting (Surrounding Canada)

Trip Advisor - Maine Section Sponsorship

Annual Sponsorship (Sept. 2013 - Aug. 2014)

Maine Content Integration onTrip Advisor

Clear Stream2,000,000 Impressions:30 Pre-Roll Video and

300x250 bannerTargeting:- Content Targeting- Keyword Targeting- Geo-targeting (New England & Mid Atlantic)


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Travel SquireAudience: 100,000 uniques

Editorial Integration- Four (4) features on Maine- Four (4) news items chosen by MaineNewsletters- Two (2) Sponsored E-newsletters- Two (2) Dedicated E-newslettersSocial- Co-host #TRAVEX four (4) times- #TRAVEX Trip Giveaway Four (4) months Added Value banners

Trip Advisor1,250,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich MediaTargeting:- Maine Content Pages- New Hampshire and Vermont Content Pages- Geo-targeting (New England & Mid Atlantic)

Trip Advisor - Brand USA833,334 Impressions

Banners (300x250, 300x600, 728x90, 160x600) Flash or Rich

Media1:1 Brand USA Match

Targeting:- Maine Content Pages- New Hampshire and Vermont Content Pages- Geo-targeting (Surrounding Canada)

Trip Advisor - Maine Section Sponsorship

Annual Sponsorship (Sept. 2013 - Aug. 2014)

Maine Content Integration onTrip Advisor

Clear Stream2,000,000 Impressions:30 Pre-Roll Video and

300x250 bannerTargeting:- Content Targeting- Keyword Targeting- Geo-targeting (New England & Mid Atlantic)


MAINE OFFICE OF TOURISM 2014 ANNUAL MARKETING PLAN30 MAINE OFFICE OF TOURISM 2014 ANNUAL MARKETING PLAN30


SaveurAudience: 1,283,828

monthly uniquesThe Essential Maine Guide- 100% SOV Pre-Roll- Homepage Sponsored Blog Post- Homepage Roadblock- Geo-targeted ROS Banners- Three (3) videos produced by SAVEUR The Lobster Ingredient Guide- 25% SOV Banners- 25% SOV Pre-Roll videos- Homepage Sponsored Blog Post- Geo-targeted & Keyword Targeted Banners- E-newsletter Sponsorship- Facebook Sponsored Posts Mobile and Tablet Banners

Boston.com5,000,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media- Pencil Pushdown- Pre-Roll Video- Mobile Placements- Feature Box (185x85)- Boston Traveler Exclusive Email- Boston Traveler Editorial Sponsorship- Geo-targeting (New England Mid Atlantic)

Yankee Magazine Online**Details to be worked out

with Yankee**- Homepage Takeovers- Slide Show E-newsletter Sponsorships- Display Banners- Customized Driving Tours- Your New England Minute E-newsletter- Fall Leaf Peeper Sponsorship- Display Banners on YankeeFoliage.com- Added Value

Media Networks Inc. (MNI)9,000,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media- Custom Site List for "Originals"- Custom Audience (Behavioral)- Custom Channel (Travel, Active Lifestyle, Food, Women's Interests)- Geo-targeting (New England & Mid Atlantic)

ShareThrough833,333 Impressions

18,182 video viewsNative video and content sharing

- Sponsored Stories- Organic Video


3131


SaveurAudience: 1,283,828

monthly uniquesThe Essential Maine Guide- 100% SOV Pre-Roll- Homepage Sponsored Blog Post- Homepage Roadblock- Geo-targeted ROS Banners- Three (3) videos produced by SAVEUR The Lobster Ingredient Guide- 25% SOV Banners- 25% SOV Pre-Roll videos- Homepage Sponsored Blog Post- Geo-targeted & Keyword Targeted Banners- E-newsletter Sponsorship- Facebook Sponsored Posts Mobile and Tablet Banners

Boston.com5,000,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media- Pencil Pushdown- Pre-Roll Video- Mobile Placements- Feature Box (185x85)- Boston Traveler Exclusive Email- Boston Traveler Editorial Sponsorship- Geo-targeting (New England Mid Atlantic)

Yankee Magazine Online**Details to be worked out

with Yankee**- Homepage Takeovers- Slide Show E-newsletter Sponsorships- Display Banners- Customized Driving Tours- Your New England Minute E-newsletter- Fall Leaf Peeper Sponsorship- Display Banners on YankeeFoliage.com- Added Value

Media Networks Inc. (MNI)9,000,000 Impressions

Banners (300x250, 300x600, 728x90, 160x600)

Flash or Rich Media- Custom Site List for "Originals"- Custom Audience (Behavioral)- Custom Channel (Travel, Active Lifestyle, Food, Women's Interests)- Geo-targeting (New England & Mid Atlantic)

ShareThrough833,333 Impressions

18,182 video viewsNative video and content sharing

- Sponsored Stories- Organic Video


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