2013 Alabama Tourism Department Update Presentation

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2013 Alabama Tourism Department Update Presentation

  1. 1. Welcome to Huntsville
  2. 2. International Tourism Program
  3. 3. International Tourism Program Grey Brennan Della Tully
  4. 4. Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012 Huntsville Airport Authority August 2013, Mobile Airport 2012 International Visit!s to U.S. Stay longer and spend more money
  5. 5. Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012 Huntsville Airport Authority August 2013, Mobile Airport 2012 International Visit!s to U.S. $146.5million in direct spending Stay longer and spend more money
  6. 6. Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012 Huntsville Airport Authority August 2013, Mobile Airport 2012 International Visit!s to U.S. $146.5million in direct spending Stay longer and spend more money 61% from Europe with 1/3 U.K., 1/3 Germany and 1/3 other European
  7. 7. Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012 Huntsville Airport Authority August 2013, Mobile Airport 2012 International Visit!s to U.S. $146.5million in direct spending 10% of 1.2 million passengers at Huntsville Airport, connecting international Stay longer and spend more money 61% from Europe with 1/3 U.K., 1/3 Germany and 1/3 other European
  8. 8. Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012 Huntsville Airport Authority August 2013, Mobile Airport 2012 International Visit!s to U.S. World’s busiest airport (Atlanta) is a short drive away from Central Alabama 12% of passengers at Mobile Airport, connecting international Stay longer and spend more money
  9. 9. Source: Facebook July 2013 Luckie & Company 2013 YTD Germany UK Canada Top 3 International Markets 29% of International 12% of International 6% of International International Viewership of all visits to Alabama.Travel are international 5%
  10. 10. London, England, is a top 10 city for Alabama Travel Facebook Cities: 12,917 Atlanta, GA 10,262 Birmingham, AL 5,773 Mobile, AL 5,667 Nashville, TN 4,742 Huntsville, AL Source: Facebook July 2013 Luckie & Company 2013 YTD 4,635 Memphis, TN 4,518 Louisville, KY 4,373 New Orleans, LA 4,165 Montgomery, AL 3,643 London, England, United Kingdom International Viewership
  11. 11. Almost 100 Alabama hotels listed with receptive companies • National and regional receptive companies have at least 91 Alabama hotels listed in their product lines • Tour operators around the world use receptive companies to book their room nights International Source: Alabama Tourism Department, U.K. Rep Firm
  12. 12. Last 12 months • Group of Chinese tour operators • Air Canada Magazine • France’s top morning show TV crew • Group of European tour operators • Belgian journalist • Group of U.K. tour operators • Several U.K. journalists International Reach Source: Alabama Tourism Department, U.K. Rep Firm Upcoming • Montgomery/Birmingham/Muscle Shoals/Huntsville – German journalists • Muscle Shoals – European tour operators as part of Travel South SuperFAM
  13. 13. International FAM
  14. 14. Travel Sou" Travel South International Showcase Nashville, Dec. 3-6, 2013 Rate increases Aug. 31 Travel South International Showcase Charleston, WV, Feb. 23-26, 2014 Special Tastes & Tunes Tuesday Registration opens Sept. 4
  15. 15. United Kingdom Market Della Tully – In Market Representative Source: Alabama Tourism Department U.S. Commerce Department In-Market Representation Firm
  16. 16. United Kingdom Market • The U.K. remains the largest international market to the U.S. with over 3.7 million visitors in 2012 • The overall outlook for U.K. visitation remains positive • The exchange rate remains favourable for U.K. visitors Source: Alabama Tourism Department In-Market Representation Firm
  17. 17. United Kingdom Market Tour operator product More than 95 U.K. and Irish tour operators now feature Alabama in their programs in fly-drive FIT or escorted group tours. New tours USAirtours “Sweet Home Alabama” America As You Like It “Alabama’s Coastal Adventures” Wexas Holidays “Alabama Music Self-drive” Bon Voyage Travel “I Have a Dream – 50 Years On” ! Source: Alabama Tourism Department In-Market Representation Firm
  18. 18. Source: Alabama Tourism Department In-Market Representation Firm United Kingdom Market Millions reached in U.K. co-op marketing America As You Like It and Lands End Total reach of more than 1.7 million Bon Voyage Travel and Waitrose Campaign with leading high-end U.K. food retailer Waitrose Total reach of 2.4 million
  19. 19. Source: Alabama Tourism Department In-Market Representation Firm U.K. tour operator FAM Trip to Alabama, May 2012 Eight U.K. tour operators visited Birmingham, Selma, Montgomery, Monroeville, Bayou La Batre, Mobile, Fairhope and Gulf Shores. Results Seven of the eight tour operators who attended the FAM now have new Alabama tours based on their trip. United Kingdom Market
  20. 20. Public Relations Efforts • Jessamy Calkin, Features Editor, The Telegraph Four articles featuring Alabama Music, Food and Civil Rights • Mick Brown, Features Editor, The Telegraph Muscle Shoals story • Lindsay Sutton, Essentially America Toured Alabama to research features Muscle Shoals documentary at London Sundance 50th anniversary civil rights advertising and PR Mobile to be first American city to host World Leisure Organization Congress, Sept.6-12, 2014 Source: Alabama Tourism Department In-Market Representation Firm United Kingdom Market
  21. 21. Source: Alabama Tourism Department In-Market Representation Firm United Kingdom Market Continuing effort of UK rep firm Holiday World, Dublin 50+ Show, London 50+ Show, Glasgow Alabama booths at ITB and WTM to meet with European travel industry professionals Join Alabama industry at POW WOW and Travel South International Showcase New UK Alabama Travel Guide • Distributed to 17,000 UK travel professionals • Key sales tool to increase business for both trade and consumers
  22. 22. International Tourism Program Grey Brennan Grey.brennan@tourism.alabama.gov 334-242-4459 Della Tully della.tully@btinternet.com 011-44-208-339-6122 International Tourism Program
  23. 23. Alabama Tourism Marketing Report Brad White, Luckie & Company
  24. 24. Back to America
  25. 25. Making some noise
  26. 26. Remember who we’re talking to...
  27. 27. Chief Vacation Officer
  28. 28. Getting the word out
  29. 29. Can you say “Road Trip?”
  30. 30. Sinking your toes into 32 miles of sugar-white sand. ROAD TRIP No. 5 Remember how much you loved piling into the car and heading down to Alabama’s beaches as a child? Recreate the magic with your own kids by planning a road trip to our beautiful Gulf Coast. Enjoy 32 miles of breathtaking turquoise-green waters and sugar-white sands at Gulf Shores and Orange Beach. Inland, there’s championship golf, fishing, dining and inviting accommodations, as well as some unexpected surprises. Hold an alligator at Alligator Alley, tour the USS Alabama or pet a stingray at the Dauphin Island Sea Lab. No matter what adventure you choose on your road trip to Alabama’s beaches, you’ll create memories your family will never forget. Download Alabama Road Trips from your app store Digging into Alabama’s best barbecue. ROAD TRIP No. 40 Which sauce is boss? Everyone’s got their favorite. For some, nothing beats the chicken smothered in white sauce at Big Bob Gibson’s in Decatur. Others swear by Dreamland ribs in Tuscaloosa, where you use white bread instead of napkins to sop up every saucy drop. Discover your own personal favorite and see why we have a national reputation as a barbecue destination on a road trip along Alabama’s Barbecue Trail. Download Alabama Road Trips from your app store
  31. 31. 14,143 2012 subscribers
  32. 32. 14,143 2012 subscribers 36,550current subscribers
  33. 33. 14,143 2012 subscribers 36,550current subscribers 158%increase
  34. 34. 4.8% average click-through rate *http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry
  35. 35. 4.8% average click-through rate 2.8% average travel industry click-through rate * *http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry
  36. 36. 12,435 total number of page views via newsletter
  37. 37. It’s time to take a road trip! These carefully crafted trips were designed by the people who know Alabama best – and with the whole family in mind, which means we’ve got something for just about everyone. So, which one are you gonna take? ALABAMAROADTRIPS:52GreatGetaways It’s time to take a road trip! These carefully crafted trips were designed by the people who know Alabama best – and with the whole family in mind, which means we’ve got something for just about everyone. So, which one are you gonna take? ALABAMAROADTRIPS:52GreatGetaways
  38. 38. Alabama.Travel
  39. 39. 165,153 total entries
  40. 40. 165,153 total entries 23,750 unique entries
  41. 41. 165,153 total entries 23,750 unique entries 22.57% newsletter opt-in rate
  42. 42. 37 news stories generated
  43. 43. 37 news stories generated 508,459 PR impressions
  44. 44. 37 news stories generated $102,106.53 publicity value 508,459 PR impressions
  45. 45. Alabama Vacation Guide Online Orders
  46. 46. Alabama Vacation Guide Online Orders 22,226 2013 year to date
  47. 47. Alabama Vacation Guide Online Orders 22,226 2013 year to date 18,795 2012 orders
  48. 48. Alabama Vacation Guide Online Orders 212,250 total distribution 22,226 2013 year to date 18,795 2012 orders
  49. 49. Alabama’s second favorite subject
  50. 50. Alabama’s second favorite subject
  51. 51. 8,656new Facebook fans
  52. 52. 8,656new Facebook fans 125%Facebook fan growth
  53. 53. 8,656new Facebook fans 125%Facebook fan growth 4.4 millionFacebook impressions
  54. 54. 80,949 total votes
  55. 55. 41,138Year of Alabama Food site visits
  56. 56. 165% site visit growth over same period in 2012 41,138Year of Alabama Food site visits
  57. 57. 227news stories generated
  58. 58. 227news stories generated 32,607,298 PR impressions
  59. 59. 227news stories generated $1,930,862 publicity value 32,607,298 PR impressions
  60. 60. 782,941 pounds of barbecue consumed
  61. 61. Civil Rights
  62. 62. 92 news stories generated
  63. 63. 92 news stories generated 11,500,963PR impressions
  64. 64. 92 news stories generated $835,756publicity value 11,500,963PR impressions
  65. 65. What’s new f! 2014 What about the Tourism Department?
  66. 66. Partner Site
  67. 67. What’s new f! 2014 What’s the big deal about the “Year Of” campaigns?
  68. 68. What’s new f! 2014 So what about next year?
  69. 69. What’s new f! 2014 But what about the food?
  70. 70. Alabama Food REALLY BIG
  71. 71. What’s new f! 2014 Hungry for more?
  72. 72. What’s new f! 2014 In 2014, we’ll be serving up Alabama
  73. 73. What’s new f! 2014 in more ways than ever before.

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