John Edman, Director of Explore Minnesota, presentation about tourism activities across the state of Minnesota and beyond

1. MACVB Annual Meeting
John F. Edman
Explore Minnesota Tourism
October 18, 2017

2. AGENDA
I. Industry Overview
II. Explore Minnesota
III. Marketing Campaigns
IV. Partnerships
V. Coop Program
VI. My Bold North

4. EXPLOREMINNESOTA.COM

6. TOURISM IN MINNESOTA GENERATES
MNDepartmentof Revenue 2015

12. Road Trips On The Rise
• Road trips as a percent of all domestic
American vacation trips saw a
significant increase in 2017
• Almost half of American travelers took
at least one road trip, and even more
will do so in 2018
• Source: MMGY Global’s 2017-2018 Portrait of American Travelers

13. Leisure Travel Forecast to Grow
Slightly Faster Than Business
• Growth in leisure person-trips tapered off
slightly in 2016, but is forecast to maintain a
growth rate between 1.7% and 2.0% annually
through 2020
• Healthy consumer confidence, cheap gas, low
inflation and (at last!) wage increases all help
• Recent hurricanes hurt travel in the short
term, but are not expected to significantly
alter forecasts
• Source: U.S. Travel Association

14. Total U.S. Resident Travel
Spending Forecast to Grow 4%
Through 2020
• This follows a dip to 2.9% growth in 2016
and forecast 3.5% growth in 2017
• Source: U.S. Travel Association
• Consumers have been devoting an
increasingly large share of disposable
income to travel
• Source: Adam Sacks presentation at 2017 EMT Conference

15. International Visitation Facing
More Uncertainty
• International visitation and spending in the U.S.
declined 2.4% and 2.1%, respectively, in 2016
• Forecasts call for renewed, increased growth in
international travel and spending through 2020
• Currency exchange rates and political uncertainties
top the list of challenges
• Despite all this, the U.S. travel industry maintains a
strong positive travel trade balance – the highest of
any industry (+$87 billion in 2016)
• Shifts in overseas visitor activities away from cultural
(arts/museums and historical places, etc.) and
toward sightseeing
• Sources: U.S. Travel Association and U.S. Department of Commerce, NTTO

16. • With a tighter labor market, look for leisure
and hospitality businesses to face increasing
pressures to find and retain workers

18. EMT FY 18 Budget
• General fund base level funding at $14.2 million –
same levels as previous biennium.
• Events funding of $900,000 added to the base and
available until June 30, 2021.
• One-time new funding for EMT website upgrades of
$500,000 available until June 30, 2019.

21. From Breadth to Depth
Activities
and places
overload
Fewer places
with richer
experiences

22. ©2017 COLLE+McVOY

23. ©2017 COLLE+McVOY
Campaign Intro
(from creatives)

25. Objectives
+ Utilize a combination of network and cable to deliver mass reach and targetability
+ Connect with users digitally by delivering eye-catching content with precise targeting
+ Utilize a variety of creative formats across top social channels to inspire and engage
potential travelers
Markets Spend by Medium:
OOH
13%
Print
6%
Search
8%
Broadcast
38%
Digital
35%
MediaReview
©2017 COLLE+McVOY 2
5
CONN EC T AND EN GAGE OU R TARGET AUD IENC E VIA
AWAR EN ESS, EN GAGEMENT AN D AC TION BU CKETS

26. ©2017 Colle McVoy
FY17 Spring/Summer Media Flow Chart

29. ©2017 Colle McVoy
Creative Samples

31. ©2017 Colle McVoy
Paid Social Instagram/Facebook

32. #OnlyinMN Summer Tweetchat with Andrew Zimmern
On Wednesday, June 14 Explore Minnesota and Andrew Zimmern
hosted an #OnlyinMN Tweetchat on Twitter to promote summer in
Minnesota. In one hour, the chat generated nearly 2 million
impressions and more than 1,200 tweets were shared that day using
#OnlyinMN. The hashtag was a trending topic on Twitter in the Twin
Cities for 4 hours. You can see a recap of the chat here:
https://twitter.com/i/moments/875032098251436032
#OnlyinMN used more than 500K times on Instagram

35. Explore Minnesota
Since April
• 1.2 million people visited the site, with 70% being
new visitors.
• Mobile is #1 traffic source accounting for 58% of
sessions, followed by desktop 30% and tablet 12%.
Time on site 2:41.
• Homepage most visited site since refresh. 4-6 videos
load randomly with 33% of visitors interacting in
some way.
• Most used section of the site is the seasonal area.
Unlike old site, visitors can interact with all 3 seasons
at once.
• Most visited pages include events, things to do,
publications, places to stay.
• Other pages in top 25 include happening page, social
hub, and travel ideas. It is all about the content.

36. ©2017 Colle McVoy
FY18 Fall Markets – focus outreach to border geos to motivate travel
Digital
*Reflects partnership activations that were previously approved and executed/in progress.
Partnership
Television
WY
CO
SD
MT
ND
NE
KS
MN
MO
WI
IL IN
MI
IA
Winnipeg
Thunder Bay

38. Top States for September
2017 Publication Inquiries
•Minnesota
•Wisconsin
•Illinois
•Iowa
•Missouri

39. September 2017 Web
Activity
• Our 10 things Fall was up 114% this
month.
• The fall color report was up 25% this
month.
• Google organic searches were up
48%.
• The top internal search term: up
656% over last month

41. ©2017 Colle McVoy
FY18 Year-Long Planning Outlook
Winter
• Winter planning parameters being determined
for light support in core markets beyond Super
Bowl efforts
• Plans in development for a January launch
Spring/Summer
• New television spot in development for launch
in Super Bowl 52 regional buy
• Still focusing on emotion, but more action
and excitement will be infused into the
story
• Continued focus on unique and authentic
moments found only in Minnesota
• Market exploration and consideration
underway

42. ©2017 Colle McVoy
FY18 Spring/Summer TV: Lights, Camera, Action

43. ©2017 Colle McVoy
Super Bowl Approach
• Leverage Super Bowl 52 to show visitors
the beauty of MN and give them reason
to come back
• Catch the attention of the press and
give them something more than the
weather to talk about
• Implement a reactive strategy to
advertise in markets of two teams in the
Big Game

44. Explore Minnesota
Partnerships

45. Industry Partnerships

46. Media Partnerships

47. Partnership Campaigns

48. 0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY 11 FY12 FY13 FY14 FY15 FY16 FY17
EMT Partnership/Match History

49. Explore Minnesota
2017/2018 Coop Program

50. Print Programs
• AAA Living & Live|Play|AAA
Publications
• AAA National North Central
TourBook
• CAA Manitoba
• CAA Saskatchewan
• Group Tour Magazine
• Lake Time Magazine
• Midwest Living Magazine
• Minnesota Monthly

51. Digital Programs
• Amplified Storytelling
• Behaviorally Targeted Emails
• Explore Minnesota Website
Retargeting
• Facebook Contest/Sweepstakes
• Facebook Targeted Display
• Google 360° Street View Photography
• Mobile Geo-Fencing
• Search Engine Marketing
• Website Feed – Explore Minnesota

52. TV & Video Programs
• Comcast Spotlight & Xfinity: Bundled TV and Pre-Roll Video
• YouTube Video Marketing

53. Snowmobiling Programs
• Minnesota Snowmobiling & Wisconsin Snowmobiling News
• Shared Snowmobiling Email
• SnowGoer Magazine

54. Motorcycling Programs
• Rider Magazine
• RoadRUNNER Motorcycle Touring & Travel Magazine
• Shared Motorcycling Email

55. Golfing Programs
• Minnesota Golfer Magazine
• Shared Golfing Email
• Tee Times Publication

56. Fishing Programs
• Iowa Sportsman
• Midwest Hunting & Fishing Magazine
• Shared Fishing Email

57. Out of Home Programs
• 201 Portage Outdoor Digital Board
• Clear Channel Outdoor Digital Boards
• Fairway Outdoor Digital Boards
• #ONLYINMN Monument

58. #OnlyinMN Monument

59. #OnlyinMN Monument
X Games
US Bank Stadium
Minnesota State Capitol
Grand Re-opening

60. #OnlyinMN Monument
Minnesota State Fair

62. ©2017 COLLE+McVOY

64. ©2017 COLLE+McVOY

69. John.edman@state.mn.us
651-757-1844