AUDIENCE GROUPS TARGETS:

• Young families - A25-45, HHI $50K-$150K, married, children in HH

• Active singles - A21-35, HHI $35K-$100K, most not married

• Modern matures - A50+, HHI $100K+, married, no children in HH

TARGET MARKETS:

• Primary - Des Moines, Omaha, Wichita

• Secondary - Lincoln, St. Louis, NW Arkansas

• Activation - Chicago

LEISURE CAMPAIGN OVERVIEW - OMNI-CHANNEL APPROACH

MEDIA TACTICS

• Television & Online Video • Digital Radio

• Royals Radio Network • Display and Rich Media

• Full-Color Magazine Print Ads • Email Marketing

• Summer Getaway Guide • Media Relations

• Social Media

*Additional tactics used in the campaign fell outside the scope of this study.

Visit KC • 1321 Baltimore Ave., Kansas City, MO 64105 • 816-691-3800 • VISITKC.COM • #HowWeDoKC

2017 LEISURE INTEGRATED MARKETING PROGRAM

Objective: Increase overall and incremental leisure travel (overnight hotel stays) to Kansas City by attracting first-time visitors, increasing length of stay and encouraging repeat visitation.

Strategy: Create a fully-integrated, highly-targeted marketing campaign utilizing television and digital radio, online banner ads, magazine print ads, direct mail, e-mail, mobile marketing, search engine marketing, social media and media relations.

LEISURE MARKETING GOALS

Visit KC completed the second year of its elevated marketing approach. In 2016, Visit KC began employing an always on digital strategy and target-ing audiences both demographically and psychographically using adaptive content customized to travelers’ individual interests using analytics.

Compared to both historical averages and industry norms, the 2017 campaign delivered effective and efficient results. Over-all, the increased amount of incremental spending delivered an ROI of $85—the third highest return generated in the 10 years Visit KC has measured marketing and media campaign returns, and much better than the historical average of $71.

ROI was $85

Visit KC’s 2017 Campaign resulted in 85.4k incremental trips

Incremental room nights totaled 233k

$71.7 million in incremental travel spending

Study measured all media investments expended through Sept. 8, 2017 and visits that occurred through early Oct. 30, 2017. Source: H2R Market Research

TOTAL MEDIA BUY: $839,801Seven media markets, spanning six states

REGIONAL MARKETING CAMPAIGN

MEDIA KC AD VISITING PARTY UNIQUE NO. OF EST. PERSONMARKET AWARENESS HH SIZE VISITS VISITS TRIPS

Chicago 27% 105,100 2.5 259,600 2.1 556,300

Des Moines 57% 98,400 3.4 332,400 2.1 713,700

Lincoln 58% 93,700 2.8 266,000 2.3 611,500

NW Arkansas 34% 59,400 2.7 158,900 2.0 313,000

Omaha 60% 156,200 3.5 541,700 2.5 1,337,700

St. Louis 39% 186,300 3.2 597,800 2.2 1,304,300

Wichita 65% 194,800 3.5 687,900 2.8 1,904,400

Total (AVG.) 37% 894,000 (AVG.) 3.2 2,844,300 (AVG.) 2.4 6,740,800

CAMPAIGN PERFORMANCE 2013 2014 2015 2016 2017

Incremental Trips 109,900 99,000 95,400 70,900 85,400

Avg. Party Size 3.2 3.1 3.5 3.1 2.4

Avg. Room Nights 2.1 1.3 1.4 2.1 2.9

Incremental Room Nights 219,000 202,000 225,000 164,000 233,000

Incremental Visitor Spending $71.2M $71.4M $78.3M $60.6M $71.7M

Media Expenditures $1.10M $0.98M $0.97M $0.65M $0.84M

Campaign ROI $65 $73 $81 $93 $85

2017 LEISURE AD IMPRESSIONS

MEDIA TYPE JAN FEB MAR APR MAY JUN JUL AUG SEPT TOTAL

DIGITAL 4,483,161 3,819,291 4,931,700 8,681,971 22,377,609 29,996,370 9,518,907 41,684,636 14,712,871 140,206,516

MAGAZINE & PRINT - - - - - - 7,793,631 941,109 3,171,000 4,112,109

RADIO - - - 190,656 190,656 190,656 190,656 190,656 190,656 1,143,936

TELEVISION - - - 2,121,000 2,121,000 - - - - 4,242,000

TOTAL 4,483,161 3,819,291 4,931,7000 10,993,627 24,689,265 30,187,026 17,503,194 42,816,401 18,074,527 157,498,192

CAMPAIGN RESULTS• The campaign reached 1.8 million traveler households.• Travelers found the ads appealing, with 52% rating the ads positively. (Industry norm: 60%)• Visit KC’s ads inspired 49% of travelers to search online for information and 31% to VisitKC.com.• Travelers from Wichita (59%) had the highest levels of ad awareness among target markets.

• Visit KC maintained marketing efficiency as the average cost per aware travelers was $0.47.• 48% of travelers saw or heard a Visit KC ad of some kind.• Air travel continues to creep upward and now accounts for 15% of Kansas City’s visitors. Likewise, it is not surprising that air travel is driven primarily by those traveling from Chicago (27%).

PREPARED BY H2R MARKET RESEARCH

ADVERTISING AWARENESS BY MEDIUM40%

35%

30%

25%

20%

15%

10%

5%

0%Television Streaming

RadioBroadcast

Radio(Royals)

Digital Banners

DirectMail

LeisureE-mail

Print Ads

Paid SocialMedia

I I I I I I I I

17% 17%

27%

20%22%

10%

14% 15%