Kentucky Department of Travel and Tourism

Mike Mangeot, Commissioner

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• Advertising• Earned Media• International Marketing• Events• Web• Research

Year In Review

Agenda 3

• Worked with Creative Alliance to refresh our advertising look and feel.

Advertising

Agenda 4

Advertising

Agenda 5

Advertising Re-Design

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Advertising Re-Design

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Advertising Re-Design

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• Hosted Brand USA FAM featuring 5 international writers• Worked with MRC to host 6 international writers• Hosted two FAMs (total of 12 journalists) with Lofthouse

(Feb./Oct.)• Hosted 31 individual journalists• Media trips to New York (May) and San Francisco (Oct.)• AGLOW Conference• Numerous “Best of” mentions in USA Today, Southern

Living, etc.

Earned Media

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Earned Media

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Earned Media

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International Marketing

– Visit Kentucky USA– Continued representation in Canada and Japan.– Tour Operator FAM– Travel South USA International Showcase– US Travel Association IPW

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Events

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• 2.88 million visits: 17% increase • 469,349 exit links to industry

partners: 6.5% increase• International visits: 9%

increase

Web

764,708 visits on tablet/mobile devices: 45% increase

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Web Top 5 Landing Pages:

1. Events2. Cabins, Cottages & Condos3. Things to Do4. Campgrounds5. Home Page

Top 10 States:1. Kentucky2. Ohio3. Indiana4. Tennessee5. Illinois6. Michigan7. Georgia8. California9. Florida10. Texas

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• TNS Kentucky Travels America Visitor Profile– 20.5 million visitors annually– For every person who lives in Kentucky, 5 people visit– 63% of all tourism dollars spent come from out-of-state

visitors– 87% of out-of-state visitors rated their satisfaction level as

Very High– Out-of-state leisure visitors spend more than twice as much

as in-state travelers.– Full report posted online kentuckytourism.com/industry

Research

Agenda 16

A Look Ahead2015

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• Blue Ridge Outdoors (print & online)• Cooking with Paula Deen• Dreamscapes Magazine• Country Living• Endless Vacation• Every Day with Rachel Ray• Family Circle, Family Fun & Parents• Kentucky Living• Kentucky Monthly

• Long Weekends• Ohio Magazine• Southern Living• The Group Travel Leader• Collinson Media (Online

banners/Pre-Roll)• Madden Media (SEM)• Kentucky News Network (radio)• Time Warner Cable (television)

2015 Spring Co-ops

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• Have commissioned an ROI study – results expected before the end of the year

• Conducting Focus Group research in four markets – two traditional and two non-traditional

• Will also be testing some new advertising concepts

Research

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• Available December• On the shelf Jan. 1,

2015• Will be shipped to

consumer and trade shows when requested.

2015 Official Visitors Guide

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Kentuckytourism.com

• Responsive Design• Completely new look• Will provide seamless experience across

multiple platforms• Encourage more social media engagement• Attract more visitors to website• www.kentuckytourism.com

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Culinary Initiative

• Background• Earned media/Culinary FAM tour• Social Media• Build consumer itineraries tying culinary experiences with

other visitor experiences• Targeted Advertising• Alliances – Secrets of Bluegrass Chefs, Kentucky Restaurant

Association• www.kentuckycuisine.com

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Thank you!