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GEORGIA TOURISM Georgia Department of Economic Development
GEORGIA TOURISM Georgia Department of Economic Development
► The typical American traveler took an average of 3.5 trips in the last 12 months
► They spent an average of $2k on their most recent trip
► 82% had a destination in mind when they began planning
Source: TIA/Edge Research 2008, Ad-Ology 2009 Travel Services 3
Consumer Travel
► On average vacationers begin planning 4 months before, but the gap is closing and short term planning becoming more common.
► Nearly a third selected a destination only one month prior to the trip.
Source: TIA/Edge Research 2008, Ad-Ology 2009 Travel Services 4
Planning Travel
Doing More with Less
► Money is still tight ◘ People are staying closer to home ◘ People are bargain hunting
► Lower tax revenues
► More GenX/GenYers traveling
► Boomers are traveling less
► Some international markets holding up well
Positive Trends in Georgia
► Occupancy and Demand are up
◘ Hotel/motel occupancy is up 4.2% statewide YTD (through June) 2010
◘ Georgia room revenues are up 4.3% year-to date
◘ Room demand is up 7.6% in the state year-to-date
► Although room rates are down slightly its has been driven by increased supply, not lack of demand
◘ YTD room rates (ADR) in Georgia are down -3.1% ◘ Room supply is up 3.3% in the state year-to-date
► Statewide, RevPAR is up 1% year-to-date
2010 Results – Last Year’s Pay Off
► More impressions with offline media than the last 3 years
► Continued to break records with traffic to ExploreGeorgia.org – up 45%
◘ And double the page visits shows consumers are finding what they are looking for on the site.
► Strengthened Lead Acquisition and Fulfillment programs
◘ Database update and lead acquisition campaigns ◘ Began aggressive growth effort for fanbase on Facebook and Twitter ◘ The brochure continues to Driving and Fulfilling Partner Leads
► Launched a new consumer campaign allowing greater partner involvement
► Implemented Spring/Summer Online Media Support to drive key seasonality and reach last minute travelers
► 45% increase in traffic to ExploreGeorgia.org and consumers are diving deeper for information with double the page visits
► Hosted Georgia‘s Travel Media Marketplace Event
► Conducted NY media visit
How many consumers did we reach?
► Offline Media Delivered 178,344,500, despite the budget cuts
◘ This was boosted by radio, sponsorships and more efficient print delivery
► Online media impressions delivered 165,321,600
◘ A combination of leading sites like the AOL network, Yahoo and Trip Advisor and enhanced with Women‘s Interest, Travel sites and Facebook
FY10 Lead Acquisition & Fulfillment Successes
► Distributed 750,000 Travel Guides Through
◘ Requests from ExploreGeorgia.org & Toll free calls
◘ Visitor Information Centers
► E-Database clean up and drive for new email acquisition beginning in the Spring
► 154,073 Partner requests through the Brochure Room
FY10 PR Successes
Georgia’s Grand West Side Story
► Host cities – LaGrange and Coweta County
► Hosted 26 travel writers
► Three posts FAM trips:
◘ A Taste of Luxury and Legacies ◘ His & Her Getaway ◘ Exploration & Adventure
► 16 articles have been written
Travel Media Marketplace - May 20-25, 2010
Kevin Langston and Stefanie Paupeck met with…
► The editors of O, Oprah Magazine
► Ladies‘ Home Journal
► Budget Travel/Girlfriend Getaways
► Food Arts
► Travel + Leisure
► Good Housekeeping
…To talk about what‘s new in Georgia
New York Media Visit - December 4, 2010
GPB : GA Traveler Statistics
► Season 3: 1,851,254 Georgia HouseHolds viewed GA Traveler
► On average, GA Traveler is promoted nearly 2k times on the GPB television network.
► GA Traveler featured on ExploreGeorgia.org
► GA Traveler spots stream year-round on GPB website.
► Season 4 – Airing Fall 2010
◘ 13 Episodes
◘ 2 new episodes on the air mid October, ◘ 2 new episodes mid Nov ◘ 2 new episodes mid Jan ◘ 2 new episodes mid Feb ◘ 2 new episodes mid March ◘ 2 new episodes mid April ◘ 1 new episode airing To be determined
► Season 5—Airing Fall 2011 ◘ 13 Episodes
Other Opportunities
A New Campaign
► With this bump in delivery, a new offline campaign was deployed
◘ Based on research results, produced the new ―Superior/Checklist‖ campaign that retained ExploreGeorgia‘s brand positioning, while taking on a slightly more confident and comparative attitude
◘ Key Message: ―Georgia offers a breadth of vacation experiences far superior to other states — there is no reason to go anywhere else‖
► A partnership with the Braves was activated in game, on the radio and even through Facebook
► For the first time, developed online landing pages that were creatively integrated with the print campaign and provided those website visitors with a more seamless experience
“Checklist”: Print Campaign Strategy
For FY11, we will continue to utilize the very successful ―Checklist‖ print campaign. To supplement the existing ―Flip Flop‖ and ―Camera Shy‖ ads that we have been running for the past year, we have developed a series of additional ads to meet many of your needs and objectives. In addition, the Superior Campaign will be available for both the Co-op advertising and Grant programs that many of you take advantage of to stretch your adverting budgets.
In the past, we utilized stock photography in these ads. To make these ads more effective and impactful, we have gone out and shot original photography. We are confident that it will speak better to our demographic, while supporting our mission to capitalize on the many assets that the state has to offer.
Proprietary & Confidential MCR007 Report of Findings
“Where other places are restricted to one or two things to do, Georgia has so much more.” - Atlanta
“My perception changed. I feel there is a lot more to do than just going to Atlanta. After viewing the ads, I would be much more likely to consider it because I had no idea about all the options and the variety that my entire family can enjoy doing. I would go to the web site to find out where it all is.”
- Charlotte “That it’s for everyone….families and couples. That it’s just a relaxing place to go for entertainment. That some (others) may let you down – but Georgia isn’t going to let you down. It’s very sure and confident. “
- Birmingham
Superior Campaign Verbatims
Proprietary & Confidential MCR007 Report of Findings
Main Idea ► Georgia has more to offer than you think. ► Georgia isn’t limited to being known for just one thing (we offer beaches, history, music, nature, mountains and
so much more).
Relevance ► Extremely relevant. For Charlotte and Birmingham, changed people’s perception of Georgia and increased likelihood to consider in the future.
Believability
► Most felt the comparative nature of the campaign, though playful, also demonstrated confidence. That yes, perhaps Georgia does have it all.
◘ “A lot of times that kind of attitude can be put offish, but it’s not. I guess with a travel destination a lot of times that’s what you need to do. Because I want to go to the best places with the best things to do. It doesn’t come across negative at all. It comes across clever.”
Target Audience ► A broad range of people (young couples, families, girls weekend getaway). ◘ “There is a little something for everybody.”
Likes
► Feels fun and exciting. ◘ “Very happy and fun. I like the feel of it.”
► Unique - “I like the originality.” ► For most, the use of black and white was appealing.
◘ “It looks more clean than color. It’s a little more elegant than color. I prefer black and white.” ► Checklist concept a clear winner.
◘ “ I would rip that page out and go to the web site and start planning our vacation.” ► Demonstrates the breadth and variety of activities your family can do in Georgia.
Dislikes ► For some, it was difficult to understand the psychologist office setting and personification of the different
Southeastern states – but that might be more of a “lost in the translation” issue, in that the storyboard presentation of the concept made it more difficult “to get” than it would have via a finished TV spot.
Conclusions ► There is much more to Georgia – and for me to do in Georgia than I ever thought before seeing this campaign.
Superior Campaign
FY10 ExploreGeorgia.org Successes
► Site Traffic Growth
◘ 45% Increase in Site Traffic – 1,018,008 Visits ◘ 45% Increase in Absolute Unique Visitors - 846,069 ◘ Page Views Doubled – Reaching 5,578,908 ◘ Direct Traffic to the site increased 155% in the last 3 months of the year
► Traffic/Lead Drivers
◘ Paid Online Media ◘ Contest and Promotions
► Content Development
◘ Driving consumer sales through trip ideas ◘ More regional content
Visits +44.3%
2010 – 1.0MM 2009 – 701k
Unique Visitors +45.6%
2010 – 849k 2009 – 582k
Pageviews +98.5%
2010 – 5.6MM 2009 – 2.8MM
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
Visits Unique Visitors Pageviews
Traffic Metrics
19
0:00
1:12
2:24
3:36
4:48
6:00
-
25,000
50,000
75,000
100,000
125,000
JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
July, 2009 – June, 2010
2009
2010
"Time on Site"
ExploreGeorgia.org Successes
2009 2010
3:42 4:14 +15%
Engagement Metrics – Time on Site
21
Traffic Drivers
Search – Our Top Traffic Driver
► Paid and Natural Search drives nearly 70% of all site traffic
► Total search-driven traffic up 78.3% over 2010 (compared to total traffic gains of 45%)
► SEO up 179%, SEM up 40%
► FY2011Recommendation: aggressively expand content to achieve SEO and SEM goals
23
Paid Search (SEM) Program at a Glance
As the overall structure of the campaign has been adjusted from Fall '09 to date, paid search has experienced tremendous growth in driving site visits. The FY10 SEM efforts drive site traffic at an average cot per visitor of $0.43 across all keywords purchased throughout the year.
In 2010, the SEM focus also became more targeted, with increased emphasis on not only site visits, but also conversions to Trip Planner & Travel Guide requests. SEM efforts delivered a 4.1% conversion rate equating to a $9.51 cost per lead.
Almost 70 Millions Impressions delivered through online display media
March April May June July August September AOL Spring Budget Travel Summer Getaway Summer Collinson Media Summer Getaway Summer Facebook Braves Getaway Hearst Digital Summer Getaway Summer Meredith Summer Getaway Summer Southern Living Spring Summer Getaway Summer Time Inc Summer Getaway Tremor Media Getaway Trip Advisor Spring Yahoo Spring
Impressions Delivered
► Contest Support drove email and fan acquisition
► Efficient Traffic Driver and Lead Generation - Cost Per Lead of less than $10 (Fan or email address),
AND delivered
► Almost 96,000,000 Low Cost Impressions
► 29,5005 interested prospects to Fanpage and ExploreGeorgia.org landing Pages
Contest Overviews
Overview Promotion Description: Users receive a sweepstakes entry by opting to ―like‖ the Facebook Page and completing the registration page, including full name and e-mail address. Upon submission of the registration page, one entry into the sweepstakes is received. Once the Promotion Period has ended, one entry will be randomly selected as the winner. The winner will then be notified by e-mail.
► Launch Date: June 15, 2010
► End Date: July 15, 2010
► Eligibility: 18+ years at time of entry
► Promotion URL: http://Facebook.com/ExploreGeorgia
Promotion Goals ► Acquire Facebook Fans
► Drive Lead Acquisition - E-mails
Promotion Support Elements
► Explore Georgia Facebook page
► Facebook text/image advertising
► Limited banner roll out (under $1k)
Grand Prize ► 2 nights in a Luxury Suite at
Atlanta‘s Westin Peachtree Plaza
► 3 VIP Tours: Georgia Aquarium, World of Coca-Cola & Inside CNN Studios
► 4 Tickets to a Braves game, plus batting practice and parking pass
1st Contest on Facebook – Grand Slam Getaway
Grand Slam Getaway Results
► The Grand Slam Getaway drove users to the Explore Georgia Facebook efficiently
► The promotion allowed offline and online efforts to be leveraged to acquire leads
► More than doubled the Fanbase in one month
► In addition to new fans, it also drove deeper engagement among fans (posts related to the contest and related the Braves)
Overview Promotion Description: Users receive a sweepstakes entry by entering the site during the Promotion Period, visit www.exploregeorgia.org and complete the registration page including full name, email address, and physical address. Then, use the Explore Georgia site database to select the different lodging, events, and attractions that would make up your ultimate Georgia vacation to receive one entry into the Sweepstakes.
► Launch Date: July 1, 2010
► End Date: July 31, 2010
► Eligibility: 18+ years at time of entry
► Promotion URL: http://www.facebook.com/#!/ExploreGeorgia?v=app_7146470109&ref=ts
http://www.exploregeorgia.org/georgia-vacation
Promotion Goals
► Drive Visitors and Traffic to the Site ► Increase Awareness and Interest
About Attractions in the State of Georgia
► Facilitate Trip Researching and Trip Planning
Promotion Support Elements
► Explore Georgia Facebook page ► Facebook Text/Image advertising
Grand Prize
► 7-day/6-night stay at luxury resorts, plus activities including golf, horseback riding and much more- for a family of 4.
► Digital Camera, $300 Gas Card, and Vouchers for Ice Cream.
Ultimate Vacation Getaway Overview
► Traffic to the Trip Planner page quadrupled versus the previous month.
► Banner click through improved by approximately 30% versus the branding banners
Trip Planner
Metric Result Click Throughs (FB and EG.org) Cost Cost Per
Click
Total Advertising Impressions 59,186,808 67,769 $97,316 $1.44
Total Trip Planner Uses during contest period 2,868
Total Contest Entries 736
Site Enhancements
100+ Additional Trip Ideas Developed and Posted
33
FY10 Website Improvements Trip Ideas
Enhanced landing pages developed for six regions
► Historic High Country ► Northeast Georgia Mountains ► Presidential Pathways
► Historic Heartland ► Classic South ► Magnolia Midlands
34
Landing Pages - Regions
Enhanced city landing pages developed for 150 cities
► City overview ► Recommended trips and attractions ► Photo & Video tours
Landing Pages - Cities
35
Fall Landing Page 6,523 Pageviews (5,115 Unique)
Spring Landing Page 2,181 Pageviews (1,472 Unique)
Landing Pages - Seasonal
36
Landing pages developed in support of offline campaigns
Landing Pages – Offline Media
37
38
Giveaways and contests are popular and also can serve as a great introduction to the site for new readers. They can also initiate avenues of contact (by providing e-mail addresses, etc.) and provide lasting relationships if conducted through social media. Sample content suggestions: ► Quarterly vacation giveaway to drive email
acquisition/Fans – feedback from Regional Reps/Brainstorm?
► ExploreGeorgia.org can promote giveaways
► (or even non-prize promotions like the state parks‘ Geo-Challenge, or a Foursquare destination promotion) on the home page in a static display box.
► Monthly Georgia Made, Georgia Grown basket giveaway for user generated content contests
Contests/Giveaways
Global Search Recommended Search Results
Updates to Search Page
► Simplified Facets ► ―Star‖ Rankings ► ―Add to Trip‖ button
Search Enhancements
39
Trip Planner Enhancements
► Redevelopment of Trip Planner ► Integration of Trip Planner with
Trip Ideas ► Print and Email functionality
Trip Planner
40
ExploreGeorgia Couponing
► Replaced uploaded coupon from original system
► Extended to all offers ► Nearly 4,000 coupon views since
launch
On-site Couponing
41
► Integrated Facebook‘s ―Like‖ functionality to all listings (Attractions, Events, Lodgings)
► Allows users to share content on ExploreGeorgia.org with friends
► Adds another sharing elements (with print, email)
Facebook Sharing
42
Our Marketplace – We Know The Trends And Are
Leading The Way
► General Trends and Trends among Georgia Visitors
► Georgia Visitors
◘ Intercept Surveys
◘ Syndicated Research Georgia travelers and visitors to our competition
► Perceptions of Georgia
◘ Ethnography In-home interviews with moms, with at least one child who have traveled to Georgia recently
In-home interviews were conducted in Atlanta, Greenville, and Columbus
◘ Social Audit What are people saying online
► Talking to the Target
◘ Focus Groups
◘ Creative review
Consumer Research
44
2009 Ad-ology Media Influence on Consumer Choice – Travel Services
Top Traveler Influences
45
In recent studies, Social Media has eclipsed traditional influencers like print and direct mail/travel guides
Source: TIA Leisure Travel Planning Survey
Parties Involved in Making Leisure Travel Decisions About Destination,
Accommodations, Activities, etc.
Total Leisure Trips
(Percent) Female Made Decision
Female Only 24 Female with "others" in or outside household, without spouse/kids 7
Male Made Decision
Male Only 23 Male with "others" in or outside household, without spouse/kids 4
Shared Decision
Shared with spouse/partner only 21 Shared with spouse/partner and with "others" inside household 5 Shared with kids under or over 18 4 Someone outside household only 9 Other 5
Base = 5.099
Parties Involved in Collecting Information About Leisure Trip
Total Leisure Trips
(Percent) Female Made Decision
Female Only 30 Female with "others" in or outside household, without spouse/kids 7
Male Made Decision
Male Only 24 Male with "others" in or outside household, without spouse/kids 4
Shared Decision Shared with spouse/partner only 13 Shared with spouse/partner and with "others" inside household 3 Shared with kids under or over 18 7 Someone outside household only 3 Other 9
Base = 5.099
Women are the info collectors and primary influencer for travel decisions
Primary Influencer
What do they look like?
Travel Planning for GA
Note, all segments defined as living in GA or an adjacent state OR traveled to GA or an adjacent state in last 12 months MRI, Fall 2009
Women: W25 – 54 year-olds, Married, with Children ► Audience Population: 4,742,000 ► Total in US Population: 28,100,000
Women: W25 – 54 year-olds, Married, with Children ► Audience Population: 4,742,000 ► Total in US Population: 28,100,000
Female Empty-Nesters: 50+, Married, without Children ► Audience Population: 4,002,000 ► Total in US Population: 23,682,000
PRIMARY TARGET OPPORTUNITY
Three Segments of Women Dominate the Travel Planning for GA
Travel Attitudes
Source: VIC Survey, average 4 qtrs
Travel Attitudes Consistent Among Ages-But Highly Diverse
Consistent Attributes Across All Women Segments Will Allow Relevance Among Secondary Targets
50
Consistent Attributes
Authentic Values Where Family Is Central
DIY Travel Where Word of Mouth Is Key
Internet & Wireless Are Practical & Convenient Tools
► Value similar things, such as family, having fun, honoring commitments ► Large portion have faith and spirituality as core, while others are more focused
on self fulfillment through caring about environment and learning
► Prefer to be their own travel agent ► Like to share recommendations and discuss travel with others ► Heavy composition of using Map-related travel sites, such as MapQuest
► Regular internet usage ► Internet & mobile fulfill function and convenience needs
How do they behave when making a vacation decision?
They search online but can’t always find what they want
Half of vacationers researched accommodations and activities – the most common. Though activities are significantly less likely to be booked online. Vacationers often site lack of information on not only activities, but promotions and dining as a problem when planning vacations.
Source: TIA Leisure Travel Planning Survey 52
Book travel online and enjoy researching locations; Like packaged deals and look for discounts to make decisions
MRI, Fall 2009
Book Travel Online
Women are talking about…Destinations!
54
Beaches!
Braves Games!
Long Road Trips!
They’re looking for other moms who share their
travel experiences.
What baby necessities count as “checked in”
items?
Looking for alternative vacation destinations to the
oil-soaked Gulf Coast.
Moms want to know if there
are any special
upgrades for women
traveling with children.
Looking to blogs, forums and social networks to ask questions, read reviews and make recommendations
Blogs, Forums & Social Networks
55
56
What do they do after vacation? Share, Inform, Inspire
After vacationing, travelers share stories, tips, videos, and pictures about their trips
Travelers Share Trip Info
58
After vacationing, travelers give reviews and suggestions on places they visited...
Reviews and Suggestions
Georgia Visitors
Market of Origination
► In state
► Feeder markets in the Southeast
◘ Primarily Contiguous States
► Key Target Markets
◘ Chattanooga ◘ Birmingham ◘ Greenville (SC) ◘ Asheville ◘ Charlotte ◘ Jacksonville (FL)
Emphasis is 60% in state and 40% feeder markets
Georgia Visitors
Source: VIC Survey, average 4 qtrs
Word-of-Mouth Drives Georgia Visitors, Along With Travel Guides and Online Efforts
How long do they stay?
Source: VIC Survey, average 4 qtrs
19.30%
15.50%
18.50% 14.00%
32.80%
Less than a day 1 day 2 days 3 days 4 days or more
Average Days Spent in Georgia
Key Interests When Visiting Are Unique To Georgia
Source: VIC Survey, average 4 qtrs
Proprietary Research
Perception of Georgia as a Place to Visit
Using a representative sample of tweets from twitter.com that describe each state were used to develop ‗word clouds‘ to help weight frequently used terms for Georgia and our competitive set The words used most often appear larger, while the words that are less frequent appear smaller, so the more times a word shows up, the bigger it is in the cloud.
Tennessee
South Carolina
Text
Alabama
Florida
Georgia
Opportunity in 2011
FY11 Communication Goals
► Drive incremental trips and tourist spending in Georgia
► Increase annual tourism revenues by a billion dollars per year by 2020
► Continue to increase awareness of Georgia‘s tourism assets among our key targets and evolve our positioning
► Offering more Marketing opportunities to partners:
◘ Year round presence with focus on peak seasonality
Georgia On My Mind
By popular demand, we have brought back the Georgia On My Mind logo. We are in the process of developing a ―Best Practices‖ guide to let you know how, when and where to use this logo instead of the current Georgia Tourism logo.
FY11 Summary
► Lead Acquisition Enhancements
► Harness the power of Social Media ◘ Awareness drivers ◘ Offline and Online Media
► Print and Sponsorship Support
► Develop Co-Op programs to maximize partner advertising spending
► Make the ExploreGeorgia.org a stronger sales tool for partners
► Small Town Renaissance
► Civil War Sesquicentennial
Lead Acquisition Enhancements
Lead Acquisition
Quarterly Contests
► Sept 1 - Nov 30 2010: Luxury/Spa/Shopping – NE Atlanta (2-nights/3days) ► Dec 1, 2010 - Feb 28, 2011: Culinary/Wine/AG – 4-nights ► Mar 1 - May 31 2011: Family 4-nights/4 people ► June 1 - Aug 31, 2011: Civil War Theme – 4-nights/5-days
Braves Activation
► Mobile/Email tests ► On site contests
Online Media
► Lead acquisition within banners
E-Marketing
Monthly eCRM
Database Size: 34,791 e-mail Addresses
► E-mail Purge
► E-mailed non-frequent e-mail readers and gave the option to continue receiving monthly e-mails
► Deleted users that did not respond
► Goals
► Get Quality Users ► Build back up the database
FY11 - Special Offers Newsletters
Beginning September 15th , we will be sending out the Special Offers Newsletters twice monthly. The response for the first couple of months will be monitored closely, and based upon the level of interest that it is able to generate we will adjust the schedule accordingly.
It is our goal to make this a useful vehicle for all of our Partners. In the event that it is well received, we would certainly like to entertain the idea of increasing the frequency to add value to both our site visitors and Partners.
Please keep in mind that in order for the Special Offers Newsletter to be a success, it is essential that the content and offerings show real value. In order to accomplish this, we will need your help to ensure that the content is both robust and on point.
FY11 - Brochure Room To Become Online Visitor Information Center
As part of our ongoing effort to continually improve, update and refresh ExploreGeorgia.org, we will be launching a new Brochure Room in FY11. The goal is to have a 100% digital Visitor Information Center for our Partners, moving away from actual Partner brochure fulfillment. The room will be rebranded as a ―Travel Resource Center‖ with the following functionality:
► Downloadable brochures for Partners ► Special Offers and Coupons for Partners ► Lead Generation/Reports for Partners ► Our Travel Guide, DOT Map, Golf Guide, Georgia For Kids, etc. will still be made available for
traditional fulfillment Although we will no longer be responsible for brochure fulfillment for Partners, we will have an option for a site visitor to be redirected to a Partner website to order a traditional hard copy of a brochure.
FY11 - Online Visitor Information Center
Harness the Power of Social Media
Use innovative social experiences across multiple platforms, like Facebook, Twitter, iPhone/iPad, to engage a new generation of consumers
while garnering industry buzz
Explore social media to drive email acquisition for partner lead sharing
Capitalize on the explosive growth of social media with as a low cost testing ground for new idea, before rolling across all campaigns
Future Opportunities
► Mobile – Encouraging/Facilitating during vacation, driving trip extensions an increasing ‗pass through‘ visitors
◘ Mobile site ◘ Apps/tools
► Facebook – Encouraging reviews, CRM, alternate content source, tools for sharing memories
► Twitter and Social Outreach – Reach extensions, promotional support, 3rd party credibility
◘ In addition to tweeting, repackage simplified content and push out to forums
► Social Content on Site – Deliver authentic experiences in a modern environment
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Roles of Social Channels
With 2/3 of our target women maintaining profiles on Facebook, providing richer content and driving interaction will be critical to future success.
Encouraging reviews, CRM, alternate content source, tools for sharing memories: ► Custom Tabs - Itineraries/Trip Planner Tool Access, Reviews, Site search
functionality
► Promotions - Quarterly Contests & Event Support
◘ Weekly Wall Updates - Upcoming events, Soliciting fan interaction, Evolving editorial calendar (promotions, special announcements, seasonal/special support)
◘ Group Outreach - outreach of special promos based on each unique promotional theme
84
► Better integration between ExploreGeorgia.org and Mobile site
85
Mobile
Print Support Focused in the Southeast
Source: MRI 2009
35.7% Reach 2.9 Avg. Frequency
In State Support
Source: MRI 2009
Full Page Ads & Braves Radio Network
► 162 Games / 163.8M Impressions
► 150+ Affiliates, 10 States, (500+) :30/:15 In-game spots
► Promotional Events
► On-site and In game exposure
Make the ExploreGeorgia.org a stronger sales tool for partners
ExploreGeorgia.org Improvements for FY11
► Homepage redesign – currently being tested with consumers
► Introduction of a new theme/strategy to promote tourism
► Additional features for lead generation for Partners, with enhanced data capture capabilities
► New Content Development:
◘ More inspirational content Articles, reader contributed stories and photography around the state and trip ideas
◘ Add dynamic content like daily trivia and content unique to Georgia like ―Georgia Recipes‖ section
◘ Interactive content like site scavenger hunts and tools for trip planning ◘ User generated content
Checklist Campaign – FY11
The ―Flip Flop‖ and ―Camera Shy‖ ads will still be utilized for FY11. In addition, several different versions have been developed to support this campaign for Spring FY11. Please note that in lieu of stock photography, the ―Hero‖ black & white imagery is original photography that we just finished shooting specifically for this campaign to speak more closely to our demographic.
Making Other Vacation Destinations Seem Less Appetizing
Causing Other Vacation Spots To Feel Lost In The Woods
Making Other Vacation Destinations Lose Their Flavor
Showing Other Travel Spots The Meaning Of Southern Hospitality
Causing Other Vacations Spots To Throw In The Towel
FY11 Print Media Flowchart/Plan
*Excel Document Attached: 2011 GDcD Tourism Flowchart 8.23.10.xls
RTA Advertising Grant & Foundation Co-op
How To Work Together and Move Forward in 2011
RTA Advertising Grant & Foundation Co-op
Grant Program
► New program this year for Regional Travel Associations ► Georgia Tourism base funding of $25,000 ► Matching funds up to $50,000 ► 13 Print, 5 Online, 1 Broadcast partners
Tourism Foundation Co-op ► First time for public/private partnership in media buys
► Media buys will be aggregated into one purchase from the foundation
► Will overlay Georgia Tourism advertising plan
► Matches the media partners in the RTA grant program
Civil War
Georgia’s Sesquicentennial Commemoration
Georgia and many other states along the east coast will mark the commemoration of the Civil War during the sesquicentennial anniversary, beginning in 2011 and lasting until 2015. The Sesquicentennial of the Civil War is the most significant heritage tourism event impacting Georgia in coming years. The state has the opportunity of educating residents and tourists alike to the role Georgia played in this critical moment in U.S. history. To commemorate, the following initiatives will launch in FY11:
► CW 150 Microsite ► Crossroads of Conflict – A Guide to Civil War Sites In Georgia ► Civil War Driving Map ► Civil War Commemorative logo
CW150 Logo
The CW150 logo was designed to commemorate the Georgia‘s Sesquicentennial commemoration of the Civil War. The logo will appear on all CW150-related materials during the period 2011-2015. It will also be made available to both communities and Partners across the state, and can be utilized for a variety of applications.
CW150 Microsite
www.GACivilWar.org will be an inviting and engaging interactive experience that drives tourism by allowing consumers to feel, experience and engage in Georgia‘s history. Features include an interactive map, historical timeline, heritage war trails, e-commerce, and social media.
Georgia’s CW150 Microsite Goals
► Create a portal to drive tourism in Georgia through an entertaining and engaging site experience
► Direct Heritage Travelers to Civil War related attractions, events, driving routes and trails
► Reach beyond just the Civil War buffs to tell the story in a compelling way to a much broader audience
► Build out for Partner participation and lead generation
www.GACivilWar.org will be an inviting and engaging interactive experience that drives tourism by allowing consumers to feel, experience and engage in Georgia‘s history. Features include an interactive map, historical timeline, heritage war trails, e-commerce, and social media.
CW150 Microsite
Crossroads of Conflict
Crossroads of Conflict: A Guide to Civil War Sites in Georgia contains information on more than 350 sites around the state. The book serves the dual purpose as tour guide and as an in-depth history of Civil War Georgia. Included are over 200 modern and period photographs, images, maps, GPS coordinates, and a detailed chronology of events as they unfolded during the four-year conflict. It is authored by Barry L. Brown and Gordon R. Elwell and is scheduled for release in September, 2010. Available at www.GACivilWar.org and select retail outlets.
Georgia’s Guide To The Civil War
Georgia‘s Guide To The Civil War contains list of 78 select sites of the more than 350 Civil War sites in Georgia that are interpreted and open to the public. It provides Civil War driving trails and a detailed map, along with GPS coordinates to encourage visitation. It will be available for distribution on both the CW150 website, as well as through Visitor Information Centers across the state.
FY11 Focus: Small Town Initiative
What Are The Objectives of Utilizing the “Checklist” ads to highlight our small town assets:
► Encourage Overnight Stays ► Promote Georgia‘s ―Hidden Gems‖
How Do We Plan On Accomplishing This:
► ExploreGeorgia.org ► DOT Map ► Travel Guide ► FAM Tours ► Additional PR ► VICs
Moving Forward Together In FY11
► Make sure that we are aware of your news, events, special offers and activities
► Make sure that we are aware of your CW150 activities
► We will continue to monitor our competition and the marketplace, while making sure that this information gets to you
► We will continue to communicate through our various professional organizations, the regional VICs and our newsletters
Included In Your Handout
We have a more comprehensive presentation available for you on a Flash drive to take away with you today, and it includes the following elements: ► FY11 Advertising plan
► FY11 Interactive plan
► More detail about everything that has been presented today
