59
Operating Now: Consumer Attitudes and the "See You Soon" Campaign with Explore Minnesota July 9, 2020
Operating Now:Consumer Attitudes and the
"See You Soon" Campaign with Explore Minnesota
July 9, 2020
• Tuesday, July 14, 2:00 pm:
• Hospitality and COVID-19: Mitigating Health and Legal Risks with
Nilan Johnson Lewis
• Tuesday, July 21, 2:00 pm:
• Making Your Web Presence Work for You with Minnesota Web
Marketing
• Tuesday, July 28, 2:00 pm:
• Challenging Customer Conversations with Ridge Training
• Tuesday, August 5, 2:00 pm:
• TBA
Travel During a Pandemic
Explore Minnesota Consumer Travel Sentiment Survey - June 9-12, 2020
Explore Minnesota COVID-19 Resources for the Travel Industry
COVID-19 Hub Page on Explore Minnesota’s Industry Website
Explore Minnesota COVID-19 Resources for the Travel Industry
COVID-19 Survey Reports and Other Research
Explore Minnesota Consumer Travel Sentiment Survey - June 9-12, 2020
Methodology
• The survey utilized SurveyMonkey, a commercially available online survey package.
• A sample of 20,000 subscribers was randomly selected from Explore Minnesota’s monthly travel e-newsletter subscriber list.
• Sample members were sent an email invitation to take the survey on Tuesday, June 9, with a deadline of Friday, June 12. A reminder email invitation was sent on Thursday, June 11.
• The survey received 1,371 responses, for a 6.9% response rate.
Status of leisure travel in the COVID era
13.1
14.8
33.9
18.5
19.7
0 5 10 15 20 25 30 35 40
I had one or more leisure trips planned, and have notcanceled or postponed any of them
I canceled or postponed one or more leisure trips, andhave already rescheduled at least one of them
I canceled or postponed one or more leisure trips and havenot yet rescheduled any of them, but plan to reschedule at
least one of them
I canceled one or more leisure trips, with no plans toreschedule any of them
I did not have any recent or upcoming leisure trips planned
Percentage
Which of the following best describes the status of your leisure travel since the onset of coronavirus-related restrictions?
• Two thirds of respondents (67%) had canceled or postponed one or more leisure trips since the onset of coronavirus-related restrictions.
• Among those who had canceled or postponed trips, half (34% of allrespondents) had not yet rescheduled any of them but planned to reschedule at least one, while just under a quarter (15% of all respondents) had already rescheduled at least one trip and just over a quarter (18.5% of all respondents) had no plans to reschedule any of them.
22.7
39.441.5
34.6
27.0
10.68.7
20.6
0
5
10
15
20
25
30
35
40
45
June-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 None of theabove - Ihave nocurrent
plans, evententative, to
travel in2020
Perc
enta
ge
Even if only tentatively scheduled, in which months of this year do you currently plan to take any leisure trips? (Select all that apply.)
Timing of upcoming 2020 leisure trip(s)
• 62.5% of respondents indicated that they have at least tentative plans to take a summer leisure trip, with many planning trips in multiple summer months. (Percentages displayed in the graph are not additive, due to trips in multiple months for some respondents.)
• Also, 50% of respondents indicated that they have at least tentative plans for fall travel in September through November.
11.0
2.7
20.3
20.5
3.8
41.7
0 5 10 15 20 25 30 35 40 45
It's too hard to say
International
National - beyond 500 miles from home
Regional - outside my state and within 500 miles fromhome
Local/within my state (not Minnesota)
Local/within my state (Minnesota)
Percentage
What do you think will be the destination of your next leisure trip?
Destination of next trip
• Only 23% of respondents indicated that the destination of their next trip will be beyond 500 miles from home (20%) or international (3%).
• Nearly two thirds (66%) of respondents’ next destination is closer to home, including 45.5% local/in state and 20.5% regional within 500 miles from home.
81.9
1.8 0.7
10.3
0.74.7
0
10
20
30
40
50
60
70
80
90
My vehicle Rental vehicle Bus/motor coach Airplane Train Other (pleasespecify)
Perc
enta
ge
What do you anticipate will be your primary mode of travel for your next leisure trip?
Road trips are dominant during the pandemic
• Even in normal times, road trips get most Midwest visitors to their destinations. In the era of COVID and safety concerns around flying, road travel overshadowed air travel by a factor of nine to one for the mode of travel of respondents’ next trip.
• 82% of respondents said they will use their own vehicle. Among the 5% of respondents who checked “other,” nearly all indicated a road vehicle, with the most common ones being motorcycle (1%) and RV/motor home (1%).
2.27
2.56
3.41
4.16
4.20
4.25
4.45
0.00 1.00 2.00 3.00 4.00 5.00
I feel too overwhelmed right now to even think about atrip
Increased financial strain or uncertainty
Travel specials or deals may make travel moreaffordable now
A trip will give me a sense that things are more normal
Travel will give me a sense of freedom that I could reallyuse
Taking a trip will help me get over feeling cooped up
I always take a summer trip
As you think about your next leisure trip, how much does each of the following apply to the way you are thinking and feeling about that trip?
Weighted average of ratings on a scale from 1 (not any) to 6 (a lot)
Pent-up demand for travel
• When thinking about their next leisure trip, some of the respondents’ highest ratings reflected longings for travel in more normal times. “I always take a summer trip” got the highest ratings, followed by three sentiments that touched on freedom and nostalgia for normal times.
• Even though the current era is fraught with challenges around health, jobs and finances, respondents gave low ratings to sentiments of feeling too overwhelmed and being burdened by increased financial strain or uncertainty, as they thought about their next trip.
4.57
4.39
4.39
4.37
4.33
4.25
4.25
4.09
3.95
3.75
2.94
2.41
0.00 1.00 2.00 3.00 4.00 5.00
Knowing that extra efforts will be taken to sanitize theplaces I will be
Receiving an approved COVID-19 vaccination
Knowing that the destination community will bewelcoming of visitors like me
Knowing that it will be easy for me to maintain socialdistance in the places I will be
Details from my hotel or lodging property about thesafety protocols they have put in place
Approval of a COVID-19 vaccine
Assurance from reputable medical authorities that it issafe to travel
Knowing that my destination has good medical facilities Icould use if needed
Approval of a drug that mitigates COVID-19 effects
Knowing that everyone I’ll come in contact with will be wearing a mask
Assurance from the U.S. Government that it is safe totravel
Assurance from a friend or family member that it is safeto travel
Weighted average of ratings on a scale from 1 (not any) to 6 (a lot)
The health and safety considerations that instill confidence for travel
• At a time when health and safety are paramount, it follows that measures that allow consumers to feel in control of their own health and safety will instill in them the greatest confidence for travel. Little differentiation can be found among the majority of measures that were rated.
• That said, one measure stood out with the highest ratings – “knowing that extra efforts will be taken to sanitize the places I will be.”
• Respondents provided high ratings for confidence instilled by vaccines, knowing that their destination would be welcoming of visitors and would make it easy to maintain social distance, and having details from their lodging property about safety protocols they have in place.
• On the other end of this spectrum, respondents’ confidence would not be bolstered by assurances of travel safety from friends or family or from the U.S. Government.
How much would each of the following instill confidence in you for travel?
2.42
2.45
2.55
2.74
2.80
3.10
3.38
3.67
3.86
4.18
4.41
4.82
5.00
0.00 1.00 2.00 3.00 4.00 5.00 6.00
Participating in or watching amateur sports events
Attending professional sports events
Live concerts, night clubs, etc.
Urban experiences
Shopping
Wellness experiences
Community events/festivals
Dining and drinking experiences
Cultural, historic or arts experiences
Familiar experiences
New experiences
Visiting friends and family
Outdoor experiences
For this question, please assume that conditions reach a point where you feel safe taking an overnight leisure trip this summer. How much would each of the
following motivate you to take that trip?
Weighted average of ratings on a scale from 1 (not at all) to 6 (a lot)
Motivators for summer overnight leisure trips• “Outdoor experiences” was the highest rated
motivator for summer travel. While outdoor experiences are important in normal times, the opportunities they offer for social distancing have elevated their desirability during COVID times.
• Visiting friends and family received the second highest rating among travel motivators. As with outdoor experiences, visiting friends and family is typically a strong motivator for travel, and one that is likely enhanced by current safety measures that keep people isolated in the name of public health.
• Interestingly, both new experiences and familiar experiences also rated high as travel motivators. This may indicate a desire for both the safety offered by familiarity as well as a longing to try something new, following long stays at home and social isolation that have afforded little excitement for many.
• On the other end of the motivational spectrum were experiences offering less opportunity for distancing like sports events, live concerts and night clubs, and (other) urban experiences.
1.3
35.7
2.4
41.2
11.9
5.6
1.9
0 5 10 15 20 25 30 35 40 45
NA - Minnesota was not a place I had planned to take aleisure trip even before these events
No impact
I am now more likely to consider Minnesota for a leisuretrip
Overall not much impact, but safety considerations willbe more important as I choose where to go and what…
I will wait and base my response on how the police caseand protests play out
I am now less likely to consider Minnesota for a leisuretrip
I will never again consider taking a leisure trip inMinnesota
Percentage
An increasing number of destinations are experiencing protests as a result of the police killing of a Black man, George Floyd, in Minneapolis. Which of the
following best reflects how these events impact how you look at Minnesota as a place to take a leis
• More than a third of survey respondents (36%) stated that recent events have no impact on their perception of Minnesota as a travel destination, and another 41% noted that the civil unrest did not have much impact, but safety considerations will be more important as they choose were to go and what to do in Minnesota.
• Relatively small portions of respondents are either less likely to consider Minnesota for a leisure trip (6%) or will never again consider taking a leisure trip in Minnesota (2%). 12% are taking a wait and see approach, waiting to base their response on how the police case and protests play out.
• More than 2% of respondents indicated that they are now more likely to consider Minnesota for a leisure trip.
Impacts of recent events on potential visitors
Which U.S. state do you live in?
Answer Choices Responses
Minnesota 72.7%
Wisconsin 3.7%
Illinois 2.9%
Iowa 2.9%
North Dakota 1.5%
Missouri 1.2%
South Dakota 1.0%
Texas 1.0%
Arizona 1.0%
Florida 1.0%
California 0.8%
Indiana 0.8%
Michigan 0.7%
If you live outside of the U.S., what country do you live in?
Answer Choices Responses
Other U.S. state 6.9%
Other country 2.1%
Home state or country; Metro versus greater Minnesota
• Given that the survey sample was selected from the population of Explore Minnesota’s travel e-newsletter subscribers, the high incidence of respondents from Minnesota (73%) and other Midwestern states was not surprising.
• Among the 2% of respondents from other countries, Canada (1%) was the only country with more than three mentions.
• 40% of all respondents live in the Minneapolis-St. Paul metro area, and 32% live in greater Minnesota.
40.3% I live in
Minnesota, in the
Minneapolis-St. Paul
metro area
32.3% I live in
Minnesota, outside of
the Minneapolis
-St. Paul …
27.4%I don't live
in Minnesota
Which of the following describes whereyou live?
5.4%21 - 34
17.4%35 - 49
39.4%50 - 64
37.8%65+
What is your age?Age, employment status and household type
• Compared with the population overall and travelers, respondents to this survey were disproportionately older (77% aged 50+), more likely to be retired (42%) and more likely to live in households without children (81%).
• It is worth considering these characteristics and their possible implications for results to some survey questions. For example, because of the correlation between age and the severity of COVID-19 symptoms, survey responses and results may skew toward response options that favor safety.
15.1%I live by myself
65.8%I live with
other adult(s), but no children under the age of 18
17.4%I live with other
adult(s) and children under the
age of 18
1.7%I live with children
under the age of 18,
but no other adults
Which of the following best describes your household?
43.3
6.93.3 1.4 1.9
41.9
1.30
10
20
30
40
50
Employed,working full-
time
Employed,working part-
time
Furloughed,temporarilyunemployed
Otherwiseunemployed,
looking forwork
Otherwiseunemployed,NOT looking
for work
Retired Disabled, notable to work
Perc
enta
ge
Which of the following categories best describes your employment status?
U.S. Travel Association’s COVID-19 Research Page
National Impacts Perspective (1st of 2 slides)
U.S. Travel Association’s COVID-19 Research Page
National Impacts Perspective (2nd of 2 slides)
U.S. Travel Association’s COVID-19 Research Page
Regional and State Impacts Perspective
Travel Spending Losses per Week thru 200627.xlsx
MINNESOTA $ Millions Dates $ Mil Cumulative
$12 Thru 3/7 $12
$82 3/14 $94
$213 3/21 $307
$247 3/28 $554
$271 4/4 $825
$274 4/11 $1,099
$272 4/18 $1,371
$275 4/25 $1,646
$273 5/2 $1,919
$266 5/9 $2,185
$264 5/16 $2,449
$231 5/23 $2,680
$199 5/30 $2,879
$206 6/6 $3,085
$202 6/13 $3,287
$202 6/20 $3,489
$184 6/27 $3,673
Source: Tourism Economics
U.S. Travel Association’s COVID-19 Research Page
Consumer Behavior and Sentiments
Crisis Marketing Journey
Explore Minnesota The Journey to “SEE YOU SOON”
• Original marketing plan – Find Your True North
• COVID Strikes - Recovery Plans
• George Floyd’s Death - Recovery Plans Revised
• Communications / PR
• Resources for You
SPRING/SUMMER ‘20
The Original Plan – Find Your True North
Find Your True North
It can happen anyplace and at anytime onyour journey. It’s individualistic and different
for everyone.
It’s the moment of Ahhhh…
It’s what you feel when the world stops andyou are present in that exact moment, placeor time. It’s when you find and connect with
your journey’s purpose.
This idea is all about those experiences andemotions coming together to culminate
in the embodiment of a True North moment..
Spring / Summer 2020
Strategy / Audience
Strategy:
Increase travel to & within the State of Minnesota.
How:
• Build on the success of #OnlyinMN – allowing it to punctuate “True North”
• Display a balance of signature tourism offerings, new attractions, and hidden gems.
Audiences
• Cultural Explorers & Spontaneous Adventurers
• Looking for unique and diverse experiences
• (culture, outdoors, sports, retail, dining, entertainment)
• Live life to the fullest
• Educated, health oriented
• Key Characteristics• Adults 25+ (average age 49)
• Families with two kids under 18 YO
• HHI $106K
Display Ads / Find Your True North
Instagram Story Video Ads
Where Did Our Visitors Come From
TARGET MARKETS
75%
ADDING:• Lincoln, NE• Indianapolis
ADDING:• Lincoln, NE• Indianapolis, IN
COVID-19
Strikes
Recovery Planning
STOP!
ASSESSWhat is the current situation analysis?• Virus Status / National & State Orders /
Consumer Sentiment / Status of Businesses
RESEARCH & REVIEWResearch / Educate Ourselves / Content & Creative Audits
PLANStrategize / Prioritize / Produce
ADAPTBe Fluid / Accept Change / Be Kind
Recovery StrategyWe don’t yet know how long it will be before travel will be
advisable or palatable for most travelers - the objective of this
campaign is to help kickstart our local economy at a time when
people will be aching to get out and be active.
OBJECTIVE: Convey gentle optimism and get people to
consider travelingagain.
This campaign will harness the idea of “Minnesota spirit” – our
determined nature, our pride in being part of the solution, and our
collective belief that we can get through anything together.
Minnesota’s bounty of open spaces and outdoor experiences can
help restore a sense of comfort to our lives – and we don’t have to
travel very far.
K E Y IDEAS:
We’ll get through this together.
We’re ready when you’re ready.
AUDIENCE: MASS AWAR E N E S S
Adults 25+, 500 Mile Radius of MN
Message Map
WHAT EMOTIONAL NEED ARE WE MEETING?
ThemesRecovery: We will overcome. Relief: Find comfort outside. Rediscovery: Return to all the activities you love. Reconnection: We’re better together.
May June July Aug Sept Oct Nov Dec
Summer Relief
FallRediscovery
TransitionalRecovery
WinterReconnections
PR
phases(1) Close to Home (2) Travel within the State (3/4) New Normal/Welcome Back
Media Plans
Markets
• Surrounding states + Omaha
• Chicago supplement – digital only
• Winnipeg as Canadian travel allows
• No more than 500 mile radius of MN
Media Channels
• GOAL: Awareness• Broadcast Television
• OTT & CTV to supplement, especially in higher priced markets
• Print – Spring insertions that already ran
• Digital with goals of video views
• Paid social
True Nature
From checking on our elderly neighbors to putting on live
performances online to organizing yard-to-yard
morning yoga, when things get tough Midwesterners
stay strong. This spot showcases snapshots of people
showing their true nature during this outbreak. It then
shifts with an invitation to allow us to show them ours.
RECOVERY CAMPAIG N
C O N C E P T
© A D V E N T U R E ™ | 1 7
:30 TV/DIGITAL
TRUE NATURE ( a n i m a t e d b u i l d o f s o c i a l p o s t s o n s c r e e n )
V O : D U R I N G T H E S ETIMES,
Y O U ’ V E S H O W N T H E W O R L D Y O U RT R U E N A T U R E
W E CAN’T W AIT T O S H O WY O U O U R S .
W H E N Y O U ’ R E R E A D Y ,(ALT): W H E N T H E T I ME I S RIGHT.. . (ALT): B E S A F E ...
W E ’ R E R E A D Y .
(ALT): W E ’ L L B E R I G H T H E R E .
(ALT): A N D W E ’ L L S E E Y O U S OON .
E X P L O R E M I N N E S O T A
3 0 0 X 2 5 03 0 0 X 6 0 0
Display Ads / TRUE NATURE
728 X 9 0
Display Ads / TRUE NATURE
728 X 9 0
Display Ads / TRUE NATURE
Killing of George FloydRecovery Planning Revised
STOP!
ASSESSWhat is the current situation analysis?• State & Local Orders / Consumer Sentiment /
Status of Businesses
RESEARCH & REVIEWResearch / Educate Ourselves / Challenge Ourselves / Listen / Content & Creative Audits
PLANStrategize / Prioritize / Produce
ADAPTBe Fluid / Accept Change / Be Kind
See You Soon…
Display Banners / See You Soon
Display Banners / See You Soon
Display Banners / See You Soon
Social Media
Communications / PRRecovery Communication Planning
Message Map
WHAT EMOTIONAL NEED ARE WE MEETING?
ThemesRecovery: We will overcome. Relief: Find comfort outside. Rediscovery: Return to all the activities you love. Reconnection: We’re better together.
May June July Aug Sept Oct Nov Dec
Summer Relief
FallRediscovery
TransitionalRecovery
WinterReconnections
PR
Phases(1) Close to Home (2) Travel within the State (3/4) New Normal/Welcome Back
Recovery Communications
Content Generation Media Relations Activations
#ExploreMNAgain
Resources For You Communications Toolkit
mn.gov/tourism-industry
What’s Inside:
• Tips and tricks
• Safety messaging,
• Media relations,
• Social media,
• Local partnerships
• Samples and Examples
Resources For You / See You Soon Assetsmn.gov/tourism-industry
Share the video from Explore Minnesota’s
social channels to extend the audience reach.Use our campaign headline graphics over your
own photography to create custom ads.
Resources For You / Other
COOP Marketing Website Opportunities
mn.gov/tourism-industry
• Free listings for eligible tourism businesses, restaurants, attractions, events, etc.
• ROS advertising availability
• Featured search opportunities
• Exclusive negotiated rates
• Any tourism business is eligible
• Co-branding requirements
• EMT subsidizes
• Wide variety of marketing tactics available
• Limited availability
Operating Today
• Planning no more than 3 months at a time
• Reassess marketing & communications plans weekly
• Planning & producing for a robust summer in 2021
• Cognizant of potential COVID phase 2
• Diversity audit & research
