Tennessee Tourism | 2012 - 2013 Fiscal Year Media Plan

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  • What’s the difference between these two versions?\n
  • What’s the difference between these two versions?\n
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  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
  • Engagement level increase since FB released timeline. Along with our emphasis on photography\n
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  • Linking to vacation guides, contests, highlighting TN friendly places, linking to a lot more places. \n
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  • Investigate getting relevant content/ videos from partners, since we don’t have many TN videos. Working to increase trip tales video output\n
  • Investigate getting relevant content/ videos from partners, since we don’t have many TN videos. Working to increase trip tales video output\n
  • Investigate getting relevant content/ videos from partners, since we don’t have many TN videos. Working to increase trip tales video output\n
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  • http://spongecell.com/placements/48251283/test\n
  • http://spongecell.com/placements/48251283/test\n
  • Source: Comscore\n
  • http://spongecell.com/placements/48251283/test\n
  • http://spongecell.com/placements/48251283/test\n
  • http://spongecell.com/placements/48251283/test\n
  • http://spongecell.com/placements/48251283/test\n
  • http://spongecell.com/placements/48251283/test\n
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  • Tennessee Tourism | 2012 - 2013 Fiscal Year Media Plan

    1. 1. 11
    2. 2. Agenda 2 2
    3. 3. Agenda• Highlight 2 2
    4. 4. Agenda• Highlight • Last year’s media plan 2 2
    5. 5. Agenda• Highlight • Last year’s media plan • Economic and tourism trends 2 2
    6. 6. Agenda• Highlight • Last year’s media plan • Economic and tourism trends • This year’s media strategy 2 2
    7. 7. Agenda• Highlight • Last year’s media plan • Economic and tourism trends • This year’s media strategy • Our target visitors 2 2
    8. 8. Agenda• Highlight • Last year’s media plan • Economic and tourism trends • This year’s media strategy • Our target visitors• Traditional media parter/plan recommendations 2 2
    9. 9. Agenda• Highlight • Last year’s media plan • Economic and tourism trends • This year’s media strategy • Our target visitors• Traditional media parter/plan recommendations• Digital media/partner plan recommendations 2 2
    10. 10. Agenda• Highlight • Last year’s media plan • Economic and tourism trends • This year’s media strategy • Our target visitors• Traditional media parter/plan recommendations• Digital media/partner plan recommendations• Discuss metrics for success 2 2
    11. 11. s 2011 - 2012 Media Campaign Highlights• The New Brand Debut• Trip Tales Launch 3 2
    12. 12. The Current Economic LandscapeU.S. Dept of Labor- 2012CNNMoney.com- July 2012 4 3
    13. 13. The Current Economic Landscape • Unemployment is dropping slowly • Gas prices have fallen slightly, but still considerably higher than 3 years ago • Good News! An estimated 35 million Americans hit the roads this July 4th holiday, representing a 4.9% increase over last year • Consumer spending is up over 2009, but only slightly- consumers focused on paying down debt • The Presidential Election is upon usU.S. Dept of Labor- 2012CNNMoney.com- July 2012 4 3
    14. 14. Current Travel TrendsPrior to April 2012 surveyU.S. Travel Association- Apr 2012TravelWeekly.com - June 2012 5 4
    15. 15. Current Travel Trends • 71% of U.S. adults reported taking at least one leisure trip in prior 12 months • 3.8 Leisure trips taken in prior 12 months • As economy and family budgets improve, U.S. adults have returned to taking longer and fewer leisure trips • Travel intentions climbed to 64% from May- October • Business travel also slightly up from previous yearsPrior to April 2012 surveyU.S. Travel Association- Apr 2012TravelWeekly.com - June 2012 5 4
    16. 16. Mobile Traveler Trends • U.S. travel bookings through smartphones may have doubled in the past year • Research show wireless use was higher on vacation (40 percent) than at home (25 percent) - ClickOnDetroit.com, June 2012 • 75% of travelers who are packing technology on their trip are packing their laptop. • The top 5 uses for those laptops while traveling are: Sharing on social media sites, gathering information, getting directions, watching movies and playing gamesPrior to April 2012 surveyU.S. Travel Association- Apr 2012TravelWeekly.com - June 2012 6 5Windows via Momstart.com - July 2012
    17. 17. 2012 - 2013 Media Strategy• Focus spend on multi-layered and dynamic sponsorships• Maintain positive momentum with current partnerships• Consider the changing digital landscape and media consumption habits (more mobile, move digital videos)• Overcome election year clutter and roadblocks 7 6
    18. 18. 2012 - 2013 Media Plan Objective "More people, staying longer, spending more."Key Performance Indicators of Success • The number of vacation guide requests requested + downloaded • The volume of website traffic • The volume of website traffic on branded presences on other sites • The number of email opt-ins and email engagement rates • Increase social media fan base and engagement rates • Increase in phone calls to USA 800 requesting vacation guides 8 7
    19. 19. Our Visitor’s Profile Who is Traveling to Tennessee? • Average age- mid- to- late 40s, slightly older than the average U.S. traveler • More likely to visit via their own private vehicle • Fewer than 10% arrive by another form of transport • Car travelers come from within 200 miles • Different regions of the state draw from different areas of the countryH2R Market Research - May 2012 9 8
    20. 20. Our Visitor’s Profile Who is Traveling to Tennessee? • Most Tennessee travelers are Gen X or Baby Boomer • Average stay- 2.2 days • Majority of trips are for leisure or for visiting friends/ family Slightly more than 20% are business travelers • Only 1 in 5 travel parties include a child under 18H2R Market Research - May 2012 10 9
    21. 21. 2012-2013 Media Plan Target Audiences• Continue to target travel planning decision makers• Women 25-54• Focus on key audience segments• Nature & Outdoors, Music & History• Target areas that are strong for Tennessee- Southeast• Incorporate Midwest & Southwest where budget allows 11 10
    22. 22. 2012-2013 Media Placements•Broadcast: Spot TV, Regional Cable & Spot Cable• Print: Co-op, Group Tour, Civil War• Lead Generation (Pay-Per-Inquiry): Acquisition• Pay-Per-Click Search Engine Marketing: Acquisition and Awareness• Display Advertising (Banner Advertising): Awareness• Social Networking: Awareness and Retention• Email Marketing: Conversion and Retention 12 12
    23. 23. 2012-2013 Traditional Media Mix 1% 1% Broadcast 9% Print Co-Op Print Non Co-Op Group Tour Civil War29% Broadcast 59% 13 13
    24. 24. Traditional Campaign Shifts this Fiscal year• Broadcast: No spot TV in the fall due to Presidential election • Bump up cable, regional sports cable, test some video online• Print: Drop a few partners that weren’t delivering; enhanced existingpartnerships• Out-of-Home: Cut out cinema until new technology is available 14 15
    25. 25. Broadcast 15 18
    26. 26. 2011 - 2012 Broadcast – Highlights• More than 42 million impressions delivered through spot television and cable• More than 112.8 million impressions delivered on a national basis• Reached out to a national audience with GAC, Bill Dance, Music Voyager and Bluegrass Underground• 3,720 leads generated through Request-For-Information• Spring inventory was affected by political campaigns, giving a sneak peek 16 19
    27. 27. 2011 - 2012 Broadcast – Highlights• Radio: Almost 6 million impressions ran through Traffic Sponsorships in 12 target markets.• Cinema: Ran in 7 of TDTD’s target markets, reaching over 500,000 movie-goers. 17 19
    28. 28. 2012- 2013 Television – Broadcast Strategy• Maintain a strong presence in the fall, despite the Presidential Election• Add a regional cable component• Reach target audience through dayparts they watch most- EM, EN, PT, LN• Continue to run RFI, where available- add Paducah• Keep a small national presence through syndicated programming 18 20
    29. 29. 2012- 2013 Television – Broadcast Trends • The average American watches nearly 5 hours of video each day, 98% of which they watch on a traditional television set. • Time spent watching television was down ½ of 1% year-over-year between 2010 and 2011. • People watching time-shifted television increasing. • Monthly time spent watching television on a traditional TV- 153:19 minutes • Time using the Internet on a Computer- 24:57 • Watching video on Internet- 4:34 • Approximately 90% of television watchers have either cable, satellite or a Telco service (AT&T)Nielsen Reporting 2010- 19 212011
    30. 30. 2012- 2013 Television – Fall Tactics•Political: Inventory constraints•Cable not heavily utilized by politicians•Spot markets are currently at 80- 90% sold out for fall; rates more thandouble•FOX Sports South & SportSouth for fall •College football (SEC), Nashville Predators, Atlanta Braves 20 22
    31. 31. 2012- 2013 Television – Fall Tactics• SEC Football Coverage area- Reaches over 21 million homes in 7 states- KY, TN, NC, SC, GA, AL, MS• Nashville Predators Coverage area- KY, TN, GA, AL, MS• Atlanta Braves Coverage area- KY, TN, NC, GA, AL, MS• Football & baseball targets a even male/ female split; Hockey reach 37% females 21 23
    32. 32. 2012- 2013 Television – Fall TacticsSpot Cable•Heavier cable schedule than normal•High female-skewing networks•Markets: Focus on closest drive markets•Birmingham, Greenville-Ashville, Huntsville, Lexington, Louisville,Paducah•RFI- Continue to support- Atlanta, Paducah 22 24
    33. 33. 2012- 2013 TelevisionAllRecipes.com - State of Food Webisode 23 25
    34. 34. 2012- 2013 TelevisionAllRecipes.com - State of Food Webisode• 2 to 4 minute digital webisode• Created and produced by Allrecipes• Part travel blog, part food show• Choose 3 to 5 destinations to highlight and pair with a "famousfood"• Feature major attractions and iconic restaurants• Video would be licensed to TDTD for use on social networks,website, etc. 24 25
    35. 35. 2012- 2013 Television – Spring Tactics• Inventory situation back to normal, though predicted to be back at pre- recession levels• Spot Television• Markets: Birmingham, Greenville-Asheville, Huntsville, Lexington, Louisville, Paducah; In-state- Chattanooga, Knoxville, Memphis, Nashville, Tri-cities• 9 weeks: March - June• Dayparts: EM, EN, PT, LN• Spot Cable• Cut back from fall levels• Otherwise focus on same networks, dayparts 25 26
    36. 36. 2012- 2013 Television – National TacticsBill Dance Sponsorship• Program has grown viewership 24% in the past 2 years• Now in over 19 million homes, nationwide• In-show sponsorship includes 73 airings and 73 :15-second in-showsegments• Banner ad on Fish Talk message board on billdanceoutdoors.com• Logo on sponsors page on billdanceoutdoors.com• Have offered to continue to promote a sweepstakes 26 27
    37. 37. 2012- 2013 Television – National TacticsBluegrass Underground Sponsorship• Airs on 301 PBS stations in 200 cities in 41 states• Aired over 3,500 times in its first 6 months on the air• Season II is 14 months long• Sponsorship will include :10 second stills, logo, URL and voiceover 27 28
    38. 38. Print 28 29
    39. 39. 2011 - 2012 Print – Highlights• Received 45,803 leads through Reader Service• Over 24 million print impressions, heavily in the Southeast, but also across the nation.• Partnered with over 38 partners through 20 co-ops• Received over $1.4 million in added-value 29 30
    40. 40. 2012 - 2013 Print – Strategy• Strengthen the plan by dropping publications that are not delivering the leads and reallocating those dollars• Continue to provide Tennessee co-ops to the partners• Develop more integrated programs with strong print partners• Include placements in group tour publications to help support that travel segment• Partner with Civil War specific publications to support Partners interested in co-ops 30 31
    41. 41. 2012 - 2013 Print – Trends • 92% of adults have read magazines in the past 6 months (print or electronic) • Median age of magazine readers are 43.1. • Number of magazine users has grown over the past 5 years at a higher rate (5.7%) than all other media, except internet. • Subscriptions highest in a decade; newsstand sales down, but consumers still spend more than $93 million each week on single- copy sales. • Magazines perform better than any of 12 other media at influencing consumers to start a search online- ahead of most traditional media, as well as internet, email and online communities.Association of Media Magazine-Magazine Media Factbook- 31 322012/2013
    42. 42. 2012-2013 Print Partner - Oxford American• Sponsors of the 14th Annual Southern Music issue in December 2013• Oxford American will produce the Best of Tennessee Music CD• Double the normal circulation - 80+ pages of Tennessee music editorial showcasing the artists & music on the CD- Best music writers in the country• Sponsorship also includes: Spread ad with issues, 2 additional ads throughout the year, promotional copies of CD and issue, website, 9 months banner advertising, promotion, press events 32 33
    43. 43. 2012-2013 Print Partner - Oxford American• Co-op opportunities with discounted rates• National press- Regularly covered by NY Times, USA Today, NPR, WNYC, Pitchfork, etc• Pre-promotion will start in June 2012- Co-op in the Best of the South issue• Pricing split between this fiscal and next fiscal• Events will start after issue is published in early 2014 33 34
    44. 44. 2012-2013 Print Partner - Southern Living•105% more likely to have visited TN or KY in last12 months.•23% more likely to be a travel decision maker.•True partner- in 2011 & 2012, Southern Livinghas published 120 articles with TN content.•Fall Travel Directory ads- Drives leads!•March & April- Two- page advertorial spreads & co-ops. •Regional- Southeast •National ad on tablet•May- Full page, national ad- in print & on tablet 34 35
    45. 45. 2012-2013 Print Partner - Southern Living Online Added Value• Discounted rates• Idea House Key Contributor- Locationin Nashville •Exposure in Idea House issue- Sept 2013 •Online with feature content •On-site• Custom eblast to 150,000 subscribers• Travel eblast sponsorship to 450,000subscribers• Readers service: in-book and online 35 36
    46. 46. 2012-2013 Print Partner - Garden & Gun• Features the rich culture of the South• Tennessee Music Advertorial Sponsorship• Series of full-page advertorials spotlighting emerging artists on the Tennessee music scene• Oct/ Nov & April/ May• Advertorials created by Garden & Gun in collaboration with Tennessee Tourism 36 37
    47. 47. 2012-2013 Print Partner - Garden & Gun Online Added Value• 300,000+ impressions• Music Channel Sponsorship - 6 months• Home page takeover for 1 week• Multiple creative swaps 37 38
    48. 48. 2012-2013 Print Partner - Hearst Travel Group• Ads run in Country Living, Good Housekeeping, Woman’s Day• Delivers 1.8 million women in the Southeast• Runs in April 2013• As part of buy, receive reader service online and in-book, 2 sponsored posts on each publication’s Facebook page• Sweepstakes opportunity to be promoted in all 3 magazines & on Facebook 39 38 39
    49. 49. 2012-2013 Print Partner - AAA Going Places•Targets AAA member households in FL, GA,TN•Circulation of more 2.5 million•Received over 2,000 leads with last spring’sad•March/ April 2013 Tennessee section•Includes reader service, custom advertorial, 2premium online display ads on AAA.com/GoingPlaces 39 40
    50. 50. 2012-2013 Print Partner - AAA Journeys•Targets AAA member households in Cincinnatiand Miami Valley, OH•Average reader is 59 years old and about 60%female•March/ April 2013 Tennessee section•Includes reader service, sponsorship of onlinecontest, banner ads on website 40 41
    51. 51. 2012-2013 Print Partner - America’s Best Vacations• Reaches a predominantly female audience• Spring 2012 insert generated over 3,000leads,combined total of 21,000 leads for TDTDpartners• Combined circulation of 700,000 circulationdistributed in newspapers in SE & 6 million adnetwork impressions• Delivers in April 2013 41 42
    52. 52. 2012-2013 Print Partner - American Road• Quarterly publication designed for the “roadtripper”• Smaller circulation, but incredibly engagedaudience• Package includes print, itinerary pdf onlinefor download, banners ads, email campaign,social networking on Twitter and Facebook• Annual presence 42 43
    53. 53. 2012-2013 Print Partner - Budget Travel• Ultimate resource for the world’s savviest travelers for the past 12 years• Heavy female audience with an average age of 44• Regional circulation of 134,100• Targets the following states: AL, FL, GA, KY, MS, NC, SC, TN, VA, WV 43 44
    54. 54. 2012-2013 Print Partner - Compass Marketing• Inserts in MORE, Better Homes & Gardens, Family Circle & Ladies Home Journal• Consistent leads driver- Over 10,000 with spring 2012 insert• Regional Target- AL, FL, GA, MS, OH, TN, TX, LA, KY, NC• Online added-value on VisitSouth.com 44 45
    55. 55. 2012-2013 Print Partner - Madden STS FSI• Southeast Tourism Society integrated newspaper insert that spotlights travel opportunities in the Southeast• Reaches 1,050,000 circulation in 17 states• Includes 4 months on Vacationfun.com, email blast to 50,000 recipients• Received over 5,000 leads to date 45 46
    56. 56. 2012-2013 Print Partner - American Profile• Celebrates the small hometown, focusing on people, places and things- Primarily reaches C & D counties• Fall & Spring issues: reaches 2.2 million each• Pop-up Tennessee insert with ad & content• Added Value: Regional ad in Happenings section, national strip ad in the Happenings section, editorial integration featuring a Tennessee destination 46 47
    57. 57. 2012-2013 Print Partner - Escape to the Southeast• STS sponsored insert- 125,000 circulation• Distribution: AAA offices in states East of the Mississippi, Travel & Adventure shows in Atlanta, Dallas, Chicago, Washington DC, New York City, and South Carolina, AAA Travel Show Distributionin HH and FL• Full page, 4C ad in the guide + rectangle banner ad on www.escapetothesoutheast.com 47 48
    58. 58. 2012-2013 Print Partner - Pathfinders Travel• National publication targeting African American travelers• 105,000 circulation, 90% east of the Mississippi• Fall issue: focusing on Fall travel• Summer issue, focusing on Vacation Planning Guide 48 49
    59. 59. 2012-2013 Print Partner - River Times• 18,000 copies distributed poly- bagged with Memphis magazine• 10,000 copies printed for distribution by Mississippi River Corridor• Dedicated to the preservation and beauty of the Mississippi River Corridor 49 50
    60. 60. 2012-2013 Print Partner -Travel 50 & Beyond• Reaches a national circulation of 115,000• Majority of circulation is in the Southeast• 98% of the readership is 50+• This audience took an average of 4.7 domestic trips last year with 7.6 day average stay• Received over 3,000 leads with just the fall and spring issues (summer just came out) 50 51
    61. 61. Groups 51 52
    62. 62. 2012-2013 Groups Partner - ABA Motorcoach Marketer • Official directory of American Bus Association • Features contact & tour information on every member, as well as planning information • Heavily used by members in planning tours • Reaches over 5,000 members 52 53
    63. 63. 2012-2013 Groups Partner - Destinations• The official publication of the American Bus Association• Circulation is 9,500 and it is published bi- monthly• Jan/ Feb issue- ABA Marketplace Show• March/ April issue- Tennessee featured in the Travel Resource section• Co-op opportunities available 53 54
    64. 64. 2012-2013 Groups Partner - Going On Faith• National publication for faith-based travel planners• Published bi-monthly & mailed to over 6,500 planners at churches, synagogues, & other religious entities• Dec/ Jan issue- Annual Religious Travel Directory; Apr/ May issue- Southern Travel Guide• Co-op opportunities available. 54 55
    65. 65. 2012-2013 Groups Partner - Group Tour• 59% of circulation is tour operators, remaining is made up of group leaders, group tour agents, educators, bank travel club directors & other planners• Circulation over 15,000• Bonus distribution at 30+ travel industry events per year• Digital edition goes to over 2,5000 international inbound tour planners and 8,000+ domestic tour planners.• Magazine is divided into 3 regional editions that print quarterly• Co-op opportunities available 55 56
    66. 66. 2012-2013 Groups Partner - Group Travel Leader• Publishes 10 times per year and has the largestcirculation of group travel publications• Readers are qualified through membership affiliations in major trade associations, group travel conference attendance, web- driven readership applications and other means• Jan issue- Travel South Tour Planner; June- Tennessee State Spotlight Feature Article• Co-op opportunities available 56 57
    67. 67. 2012-2013 Groups Partner - NTA Membership Directory • 81% NTA tour operators use the membership directory on a daily basis • Includes contact & benefit information for NTA members • Member circulation of 1,500 • Annual directory will publish in June 2013 57 58
    68. 68. 2012-2013 Groups Partner - SYTA Teach & Travel• Official publication of SYTA• Published 5 times a year with a circulation of over 40,000• Provides up-to-date information on industry news, travel requirements, fresh destination ideas and smart planning tips• Student & youth travel represents 20% of total North American travel market• May issue: Annual Student Travel Handbook 58 59
    69. 69. Civil War 59 60
    70. 70. 2012-2013 Civil War Partner - America’s Civil War• Leading Civil War magazine delivering insights into the struggle of the war.• Publication puts a strong emphasis on the battles, strategies, and leaders.• Circulation of over 37,000• Added-value includes banner ads on website, matching advertorial and bonus ad in “1863”- coffee table magazine distributed to over 70,000. 60 61
    71. 71. 2012-2013 Civil War Partner - Civil War Times• 77% of readers plan to travel to historical sites in the next 12 months• Editorial focus on battle stories, eyewitness accounts, period photographs, travel guides and book reviews• Paid circulation of over 53,000• Added-value- Same as America’s Civil War 61 62
    72. 72. 2012-2013 Civil War Partner - Preservation• Primary source of news, features, essays and travel writing on the historic preservation movement.• Circulation of 157,000• Reaches those with a strong interest in historic travel, historic properties, preservation products and services,etc.• 92% travel to historic destinations• April- Historic Destinations feature 62 63
    73. 73. 2012-2013 Civil War Partner - Smithsonian• Published to inform and inspire readers through a balanced blend of topical, relevant issues and historic perspective.• Reaches an educated, well-traveled audience• Will reach over 400,000 subscribers in the Southeast, including AL, FL, GA, KY, MS, NC, SC, TN, VA, WV.• May- The Travel Issue 63 64
    74. 74. Online Media 64 16
    75. 75. Online Campaign Shifts this Fiscal year 65 16
    76. 76. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements 65 16
    77. 77. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements• Pay-Per-Click / Search Engine Marketing – Increase investment tokeep up with consumer research habits 65 16
    78. 78. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements• Pay-Per-Click / Search Engine Marketing – Increase investment tokeep up with consumer research habits• Lead Generation (Pay-Per-Inquiry) – Spend is reduced 65 16
    79. 79. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements• Pay-Per-Click / Search Engine Marketing – Increase investment tokeep up with consumer research habits• Lead Generation (Pay-Per-Inquiry) – Spend is reduced• Email Marketing – Reduce frequency of T3 emails, introduce TripTalesemails and Group Travel email 65 16
    80. 80. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements• Pay-Per-Click / Search Engine Marketing – Increase investment tokeep up with consumer research habits• Lead Generation (Pay-Per-Inquiry) – Spend is reduced• Email Marketing – Reduce frequency of T3 emails, introduce TripTalesemails and Group Travel email• Social Networking – Introduce Pinterest & Instagram 65 16
    81. 81. Online Campaign Shifts this Fiscal year• Display Advertising (Banner Advertising) – Spend is reduced andmore focus on mobile and video placements• Pay-Per-Click / Search Engine Marketing – Increase investment tokeep up with consumer research habits• Lead Generation (Pay-Per-Inquiry) – Spend is reduced• Email Marketing – Reduce frequency of T3 emails, introduce TripTalesemails and Group Travel email• Social Networking – Introduce Pinterest & Instagram• Content/Blog Strategy - Managed by Paramore, billed through otheravenues 65 16
    82. 82. 2012-2013 Online Media Mix Display/Banner Adveristing Paid Search Email MarketingPay-Per-Inquiry Lead Generation Facebook CPC 0 75,000 150,000 225,000 300,000 66 13
    83. 83. Online Campaign Budget Trends 67 17
    84. 84. Paid Search 68 65
    85. 85. 2011 - 2012 Paid Search – HighlightsMediaPost.com Jan. 2012 69 87
    86. 86. 2011 - 2012 Paid Search – Highlights GoogleMediaPost.com Jan. 2012 69 87
    87. 87. 2011 - 2012 Paid Search – Highlights Google • Introduced mobile search & click to callMediaPost.com Jan. 2012 69 87
    88. 88. 2011 - 2012 Paid Search – Highlights Google • Introduced mobile search & click to call •“Vegas.com has seen mobile (search) ad click through rates as high as 20%...”MediaPost.com Jan. 2012 69 87
    89. 89. 2011 - 2012 Paid Search – Highlights Google • Introduced mobile search & click to call •“Vegas.com has seen mobile (search) ad click through rates as high as 20%...” • 7.6 Million impressions; nearly 150,000 clicks; 14,00 guide requestsMediaPost.com Jan. 2012 69 87
    90. 90. 2011 - 2012 Paid Search – Highlights Google • Introduced mobile search & click to call •“Vegas.com has seen mobile (search) ad click through rates as high as 20%...” • 7.6 Million impressions; nearly 150,000 clicks; 14,00 guide requests • Average CTR strong at 1.9%MediaPost.com Jan. 2012 69 87
    91. 91. 2011 - 2012 Paid Search – Highlights Google • Introduced mobile search & click to call •“Vegas.com has seen mobile (search) ad click through rates as high as 20%...” • 7.6 Million impressions; nearly 150,000 clicks; 14,00 guide requests • Average CTR strong at 1.9% • Conversion rate, click to guide, 10%MediaPost.com Jan. 2012 69 87
    92. 92. 2011 - 2012 Paid Search – Highlights 70 88
    93. 93. 2011 - 2012 Paid Search – HighlightsMicrosoft 70 88
    94. 94. 2011 - 2012 Paid Search – HighlightsMicrosoft• 1.7 Million impressions;nearly 18,000 clicks; morethan 3,000 guides 70 88
    95. 95. 2011 - 2012 Paid Search – HighlightsMicrosoft• 1.7 Million impressions;nearly 18,000 clicks; morethan 3,000 guides• Average CTR strong at 1% 70 88
    96. 96. 2011 - 2012 Paid Search – HighlightsMicrosoft• 1.7 Million impressions;nearly 18,000 clicks; morethan 3,000 guides• Average CTR strong at 1%• Conversion rate, click toguide was 17% 70 88
    97. 97. 2012-2013 Paid Search – Strategy 71 89
    98. 98. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV 71 89
    99. 99. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV• Industry average will increase 15% from 2012 71 89
    100. 100. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV• Industry average will increase 15% from 2012• Continue mobile focused campaign 71 89
    101. 101. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV• Industry average will increase 15% from 2012• Continue mobile focused campaign• 7% of total spend 71 89
    102. 102. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV• Industry average will increase 15% from 2012• Continue mobile focused campaign• 7% of total spend• Introduce more diverse landing pages and specific call to actions 71 89
    103. 103. 2012-2013 Paid Search – Strategy• Increase Pay-Per-Click 10% to maintain competitive SOV• Industry average will increase 15% from 2012• Continue mobile focused campaign• 7% of total spend• Introduce more diverse landing pages and specific call to actions• Increased focus on seasonal sites and contests 71 89
    104. 104. 2012-2013 Paid Search – Budget Allocation 72 90
    105. 105. 2012-2013 Paid Search – Budget Allocation 73 90
    106. 106. 2012-2013 Paid Search – Budget AllocationGoogle• Investment: $100,000• Target Cost-Per-Click: $0.70• Target Cost-Per-Conversion:$6.00 73 90
    107. 107. 2012-2013 Paid Search – Budget AllocationGoogle Microsoft• Investment: $100,000 • Investment: $15,000• Target Cost-Per-Click: $0.70 • Target Cost-Per-Click: $0.60• Target Cost-Per-Conversion: • Target Cost-Per-Conversion: $4.00$6.00 73 90
    108. 108. Lead Generation 74 92
    109. 109. 2012-2013 Lead Generation (PPI) – Highlights 75 93
    110. 110. 2012-2013 Lead Generation (PPI) – Highlights• New partnerships were introduced and tested 75 93
    111. 111. 2012-2013 Lead Generation (PPI) – Highlights• New partnerships were introduced and tested• Poor performers were weeded out (React2Media and PK4) 75 93
    112. 112. 2012-2013 Lead Generation (PPI) – Highlights• New partnerships were introduced and tested• Poor performers were weeded out (React2Media and PK4)• Exceeded expected lead volume by 10,000 75 93
    113. 113. 2012-2013 Lead Generation (PPI) – Strategy 76 94
    114. 114. 2012-2013 Lead Generation (PPI) – Strategy• Focus spend on top performing historical partnerships 76 94
    115. 115. 2012-2013 Lead Generation (PPI) – Strategy• Focus spend on top performing historical partnerships• Maximize spend on the niche travel guide sites 76 94
    116. 116. 2012-2013 Lead Generation (PPI) – Strategy• Focus spend on top performing historical partnerships• Maximize spend on the niche travel guide sites• Reach the most qualified potential visitors 76 94
    117. 117. 2012-2013 Lead Generation (PPI) – Partners• Total Leads – 88,465• Average Cost Per Lead less than $1.00 per lead• Partnerships: • MyPoints •Travel Guides Free, •TravelInformation.com 77 95
    118. 118. Email Marketing 78 96
    119. 119. 2012-2013 Email Marketing – Highlights 79 97
    120. 120. 2012-2013 Email Marketing – Highlights• 4 Custom Quarterly eNewsletters Designs 79 97
    121. 121. 2012-2013 Email Marketing – Highlights• 4 Custom Quarterly eNewsletters Designs• Redesigned Monthly Co-Op eNewsletter 79 97
    122. 122. 2012-2013 Email Marketing – Highlights• 4 Custom Quarterly eNewsletters Designs• Redesigned Monthly Co-Op eNewsletter• Redesigned Welcome Triggers 79 97
    123. 123. 2012-2013 Email Marketing – Highlights• 4 Custom Quarterly eNewsletters Designs• Redesigned Monthly Co-Op eNewsletter• Redesigned Welcome Triggers• The Vacation Guide Announcement Email had 13,722 Vacation Guide Requests – a 83.4% Conversion Rate. 79 97
    124. 124. 2012-2013 Email Marketing – Highlights• 4 Custom Quarterly eNewsletters Designs• Redesigned Monthly Co-Op eNewsletter• Redesigned Welcome Triggers• The Vacation Guide Announcement Email had 13,722 Vacation Guide Requests – a 83.4% Conversion Rate.• Current Database Size: 269,206 subscribers (Database Size Before Reactivation Email: 372,241) 79 97
    125. 125. 2012-2013 Email Marketing – Highlights 80 97
    126. 126. 2012-2013 Email Marketing – Strategy 81 98
    127. 127. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide. 81 98
    128. 128. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site 81 98
    129. 129. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters 81 98
    130. 130. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters• Continue Annual Vacation Guide Announcement Email 81 98
    131. 131. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters• Continue Annual Vacation Guide Announcement Email• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month 81 98
    132. 132. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters• Continue Annual Vacation Guide Announcement Email• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month• Introduce Monthly TripTales Email with Responsive Design 81 98
    133. 133. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters• Continue Annual Vacation Guide Announcement Email• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month• Introduce Monthly TripTales Email with Responsive Design• Introduce Group Travel Email 81 98
    134. 134. 2012-2013 Email Marketing – Strategy• Keep Current Welcome Trigger Design, Update with 2013 Guide.• Continue Quarterly eNewsletters Reflecting Seasonal Site• Continue Monthly Co-Op eNewsletters• Continue Annual Vacation Guide Announcement Email• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month• Introduce Monthly TripTales Email with Responsive Design• Introduce Group Travel Email• Incorporate Holiday Email into Winter Quarterly eNewsletter 81 98
    135. 135. 2012-2013 Email Marketing – Strategy New TacticTarget Marketing Magazine - Feb, 2012 82 99
    136. 136. 2012-2013 Email Marketing – Strategy New Tactic Responsive Email DesignTarget Marketing Magazine - Feb, 2012 82 99
    137. 137. 2012-2013 Email Marketing – Strategy New Tactic Responsive Email Design •“According to the report, Web- based email use among 12-17 year olds dropped 31 percent in the past yearTarget Marketing Magazine - Feb, 2012 82 99
    138. 138. 2012-2013 Email Marketing – Strategy New Tactic Responsive Email Design •“According to the report, Web- based email use among 12-17 year olds dropped 31 percent in the past year •Use among those 18 to 24 saw an even bigger drop of 34 percentTarget Marketing Magazine - Feb, 2012 82 99
    139. 139. 2012-2013 Email Marketing – Strategy New Tactic Responsive Email Design •“According to the report, Web- based email use among 12-17 year olds dropped 31 percent in the past year •Use among those 18 to 24 saw an even bigger drop of 34 percent •A big factor is the growth of email use on mobile devices”Target Marketing Magazine - Feb, 2012 82 99
    140. 140. 2012-2013 Email Marketing – Strategy New Tactic go responsive Serve a single-source ofResponsive Web Design uses fluid grids content to desktops, tabletsand flexible images sizes to adapt to a and phones.wide range of device contexts. 100 83
    141. 141. Continuing the Welcome Trigger at all Digital Collection Points 102 84
    142. 142. New Tactic - A Second Triggered Email To Drive Conversions 102 85
    143. 143. Continuing the Seasonal Focused Quarterly eNewsletters 103 86
    144. 144. Continuing the Seasonal Focused Quarterly eNewsletters• Seasonal site design 103 86
    145. 145. Continuing the Seasonal Focused Quarterly eNewsletters• Seasonal site design• Sent quarterly 103 86
    146. 146. Continuing the Seasonal Focused Quarterly eNewsletters• Seasonal site design• Sent quarterly• Full database delivery 103 86
    147. 147. Continuing the Seasonal Focused Quarterly eNewsletters• Seasonal site design• Sent quarterly• Full database delivery• In FY 2013, the email design willincorporate a calendar 103 86
    148. 148. Continuing the Monthly Partner Focused Co-Op eNewsletters 104 87
    149. 149. Continuing the Monthly Partner Focused Co-Op eNewslettersCo-Op Opportunity 104 87
    150. 150. Continuing the Monthly Partner Focused Co-Op eNewslettersCo-Op Opportunity•Full database delivery 104 87
    151. 151. Continuing the Monthly Partner Focused Co-Op eNewslettersCo-Op Opportunity•Full database delivery• Delivered monthly (except Dec. and Jan.) 104 87
    152. 152. Continuing the Monthly Partner Focused Co-Op eNewslettersCo-Op Opportunity•Full database delivery• Delivered monthly (except Dec. and Jan.)• Content is provided by Tennessee partnerswho purchase placements 104 87
    153. 153. Continuing the Monthly Partner Focused Co-Op eNewslettersCo-Op Opportunity•Full database delivery• Delivered monthly (except Dec. and Jan.)• Content is provided by Tennessee partnerswho purchase placements• New template design introduced in 2012 104 87
    154. 154. Continuing the Vacation Guide Announcement Email• Sent at least annually• Full database delivery 105 88
    155. 155. 2012-2013 Email Marketing for T3 Strategy 106 89
    156. 156. 2012-2013 Email Marketing for T3 Strategy• Email schedule: every other week ratherthan every week 106 89
    157. 157. 2012-2013 Email Marketing for T3 Strategy• Email schedule: every other week ratherthan every week• Responsive email design 106 89
    158. 158. 2012-2013 Email Marketing for T3 Strategy• Email schedule: every other week ratherthan every week• Responsive email design• Supported with weekly deals promotedsocially 106 89
    159. 159. 2012-2013 Email Marketing for the Group Travel Niche• Details are to be determined• Possibly a self-sufficient co-op program 108 90
    160. 160. Social Marketing 109 91
    161. 161. 52% of those who expect to take [a summer vacation] will use social media to help in theplanning, with Facebook as a leading source at 29%.” - AH&LA SmartBrief, June 2012 111 92
    162. 162. 2011-2012 Social – Highlights 110 93
    163. 163. 2011-2012 Social – Highlights• Engagement levels at an all-time high 110 93
    164. 164. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans 110 93
    165. 165. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans• Timeline = roaring success as our strategy has focused on sharing photos and linking within the posts to pertinent content 110 93
    166. 166. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans• Timeline = roaring success as our strategy has focused on sharing photos and linking within the posts to pertinent content• Summer Contest to Gatlinburg (more than 1K clicks as measured by Ow.ly links from Social) 110 93
    167. 167. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans• Timeline = roaring success as our strategy has focused on sharing photos and linking within the posts to pertinent content• Summer Contest to Gatlinburg (more than 1K clicks as measured by Ow.ly links from Social)• Mobile Titanic Contest (around 300 clicks from Social) 110 93
    168. 168. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans• Timeline = roaring success as our strategy has focused on sharing photos and linking within the posts to pertinent content• Summer Contest to Gatlinburg (more than 1K clicks as measured by Ow.ly links from Social)• Mobile Titanic Contest (around 300 clicks from Social)• Social conversions to the vacation guide topped 700 with around 60% coming from Facebook. 110 93
    169. 169. 2011-2012 Social – Highlights• Engagement levels at an all-time high• Gained more than 12K fans• Timeline = roaring success as our strategy has focused on sharing photos and linking within the posts to pertinent content• Summer Contest to Gatlinburg (more than 1K clicks as measured by Ow.ly links from Social)• Mobile Titanic Contest (around 300 clicks from Social)• Social conversions to the vacation guide topped 700 with around 60% coming from Facebook.• Started a Google+ page and deactivated our MySpace page. 110 93
    170. 170. 2012-2013 Social – Strategy 112 94
    171. 171. 2012-2013 Social – Strategy• Keep sharing on Facebook, Twitter and YouTube 112 94
    172. 172. 2012-2013 Social – Strategy• Keep sharing on Facebook, Twitter and YouTube• Focus on the content 112 94
    173. 173. 2012-2013 Social – Strategy• Keep sharing on Facebook, Twitter and YouTube• Focus on the content• Introduce Pinterest & Instagram and 112 94
    174. 174. 2012-2013 Social – Strategy• Keep sharing on Facebook, Twitter and YouTube• Focus on the content• Introduce Pinterest & Instagram and• Devote additional resources to Google+ 112 94
    175. 175. 2012-2013 Social – Strategy• Keep sharing on Facebook, Twitter and YouTube• Focus on the content• Introduce Pinterest & Instagram and• Devote additional resources to Google+• Work with TDTD partners to create engaging, focused social-centric contests and giveaways 112 94
    176. 176. Facebook in 2012 - 2013 113 95
    177. 177. Facebook in 2012 - 2013• Focus on photos 113 95
    178. 178. Facebook in 2012 - 2013• Focus on photos• Watching the Edge Rank 113 95
    179. 179. Facebook in 2012 - 2013• Focus on photos• Watching the Edge Rank• Utilize paid ads 113 95
    180. 180. Facebook in 2012 - 2013• Focus on photos• Watching the Edge Rank• Utilize paid ads• Staying on top of frequent changes 113 95
    181. 181. Facebook in 2012 - 2013 114 96
    182. 182. Facebook in 2012 - 2013Paid Ads 114 96
    183. 183. Facebook in 2012 - 2013Paid Ads• Just 16% of fans currently see organiccontent posted by brands 114 96
    184. 184. Facebook in 2012 - 2013Paid Ads• Just 16% of fans currently see organiccontent posted by brands• Using the paid ad tool could increase abrand’s exposure percentage to as high as75%. 114 96
    185. 185. Facebook in 2012 - 2013 114 97
    186. 186. Twitter in 2012 - 2013 115 98
    187. 187. Google+ in 2012 - 2013 116 99
    188. 188. Google+ in 2012 - 2013Google + 116 99
    189. 189. Google+ in 2012 - 2013Google +• Leverage celebrities for a Google+ hangout 116 99
    190. 190. YouTube in 2012 - 2013 100 117
    191. 191. YouTube in 2012 - 2013YouTube 100 117
    192. 192. YouTube in 2012 - 2013YouTube• We need video! 100 117
    193. 193. YouTube in 2012 - 2013YouTube• We need video!• Trip Tales is a contentsource 100 117
    194. 194. Instagram in 2012 - 2013 101 119
    195. 195. Instagram in 2012 - 2013Instagram 101 119
    196. 196. Instagram in 2012 - 2013Instagram• Capitalize on consumer’s interest in Tennessee photos 101 119
    197. 197. Instagram in 2012 - 2013Instagram• Capitalize on consumer’s interest in Tennessee photos• Consumer engagement 101 119
    198. 198. Instagram in 2012 - 2013Instagram• Capitalize on consumer’s interest in Tennessee photos• Consumer engagement• Great integration into TripTales 101 119
    199. 199. Instagram in 2012 - 2013Instagram• Capitalize on consumer’s interest in Tennessee photos• Consumer engagement• Great integration into TripTales• Great integration into seasonal contest 101 119
    200. 200. Instagram in 2012 - 2013Instagram• Capitalize on consumer’s interest in Tennessee photos• Consumer engagement• Great integration into TripTales• Great integration into seasonal contest• Sorry Flickr 101 119
    201. 201. Pintrest in 2012 - 2013 102 121
    202. 202. Pintrest in 2012 - 2013Pinterest Plan 102 121
    203. 203. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards 102 121
    204. 204. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards• Rich imagery 102 121
    205. 205. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards• Rich imagery• Feature niche interests 102 121
    206. 206. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards• Rich imagery• Feature niche interests• Increase website traffic 102 121
    207. 207. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards• Rich imagery• Feature niche interests• Increase website traffic • Q2 2011 Pinterest.com = 1.2% of social media revenue for e-commerce sites 102 121
    208. 208. Pintrest in 2012 - 2013Pinterest Plan• Tennessee boards• Rich imagery• Feature niche interests• Increase website traffic • Q2 2011 Pinterest.com = 1.2% of social media revenue for e-commerce sites •Q2 2012 = 17.4% of social media revenue for e-commerce sites 102 121
    209. 209. Trip TalesContent + Social Strategy 103 122
    210. 210. 2012-2013 Trip Tales – Highlights 104 123
    211. 211. 2012-2013 Trip Tales – Highlights• March Launch 104 123
    212. 212. 2012-2013 Trip Tales – Highlights• March Launch• 16,000+ pageviews 104 123
    213. 213. 2012-2013 Trip Tales – Highlights• March Launch• 16,000+ pageviews• Most popular posts 104 123
    214. 214. 2012-2013 Trip Tales – Highlights• March Launch• 16,000+ pageviews• Most popular posts • Cummins Falls State Park 104 123
    215. 215. 2012-2013 Trip Tales – Highlights• March Launch• 16,000+ pageviews• Most popular posts • Cummins Falls State Park • Dollywood’s Splash Country 104 123
    216. 216. 2012-2013 Trip Tales – Strategy 105 124
    217. 217. 2012-2013 Trip Tales – Strategy• Email Marketing Support •New email template • Retention tool for Trip Tales content • Opt-in database of subscribers • Monthly delivery • Reactive email design• Continue to support socially• Explore running a TripTales-centric seasonal contest• Seek out high guest bloggers to provide additional content 105 124
    218. 218. 2012-2013 Trip Tales – Strategy 106 124
    219. 219. 2012-2013 Trip Tales – Strategy• Continue to support socially• Explore running a TripTales-centric seasonal contest• Seek out high guest bloggers to provide additional content• Gather video-content 106 124
    220. 220. Display Media 107 122
    221. 221. Display Investment Mix Trip Advisor Orbitz IZEA Travel Channel QuantcastPublishers Group of America Mobile Fuse Outdoor Hub GAC Sponge Cell Civil War 0 12,500 25,000 37,500 50,000 108 13
    222. 222. 2011 - 2012 Display – Highlights 109 66
    223. 223. 2011 - 2012 Display – Highlights• More than 40 million impressions delivered - double the purchased amount 109 66
    224. 224. 2011 - 2012 Display – Highlights• More than 40 million impressions delivered - double the purchased amount• Average click rate .60% (industry average is .09%) 109 66
    225. 225. 2011 - 2012 Display – Highlights• More than 40 million impressions delivered - double the purchased amount• Average click rate .60% (industry average is .09%)• Orbitz production focused campaign increased room nights by 35% over prior year 109 66
    226. 226. 2011 - 2012 Display – Highlights• More than 40 million impressions delivered - double the purchased amount• Average click rate .60% (industry average is .09%)• Orbitz production focused campaign increased room nights by 35% over prior year• IZEA - a new partnership, proved that paid tweets were an efficient way to drive traffic and increase email sign-ups 109 66
    227. 227. 2011 - 2012 Display – Highlights• More than 40 million impressions delivered - double the purchased amount• Average click rate .60% (industry average is .09%)• Orbitz production focused campaign increased room nights by 35% over prior year• IZEA - a new partnership, proved that paid tweets were an efficient way to drive traffic and increase email sign-ups• The Quantcast Look-A-Like targeting drove guide requests at low cost 109 66
    228. 228. 2012 - 2013 Display - Strategy 110 67
    229. 229. 2012 - 2013 Display - Strategy• Use the budget wisely 110 67
    230. 230. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments 110 67
    231. 231. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements 110 67
    232. 232. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence 110 67
    233. 233. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence• Utilize interactive ad units 110 67
    234. 234. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence• Utilize interactive ad units• Drive traffic to Trip Tales 110 67
    235. 235. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence• Utilize interactive ad units• Drive traffic to Trip Tales• Focus spend during Fall, Spring and early Summer planning 110 67
    236. 236. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence• Utilize interactive ad units• Drive traffic to Trip Tales• Focus spend during Fall, Spring and early Summer planning• Keep rates flat or lower than FY 2012 rates 110 67
    237. 237. 2012 - 2013 Display - Strategy• Use the budget wisely• Editorially relevant environments• Increase digital video placements• Increase mobile banner presence• Utilize interactive ad units• Drive traffic to Trip Tales• Focus spend during Fall, Spring and early Summer planning• Keep rates flat or lower than FY 2012 rates• Integrate more cost-per-click placements to increase ROI 110 67
    238. 238. 2012 - 2013 Display - Trends Online Travel Agencies - Losing Traffic“One channel we’re seeing aminor decrease in is the OTAchannel... This means hoteliersare doing a great job of drivingdemand to their proprietarywebsites. 111 68
    239. 239. 2012-2013 Display Partner - TripAdvisor• #1 online travel destination• TripAdvisor generated more than 1/3 of total guide requests in FY 2012• Reach people while researching destinations• Present relevant planning resources to qualified travelers• Annual presence 112 71
    240. 240. 2012-2013 Display Partner - Orbitz• Trusted online travel agent, with a focus on customer experience• Continue the successful production focused campaign to increase hotel stays• Introduce Engage units for a custom, dynamic and engaging experience• Annual presence• Spectrum of targeting (geo, destination and content) 113 72
    241. 241. 2012-2013 Display Partner - Travel Channel• Digital counterpart to successful TV brand• Reach people passionate about travel• Last year’s banners received .4% click rates• Exclusive sponsorship of history and culture section 114 73
    242. 242. 2012-2013 Display Partner - IZEA• Utilize influential social personalities to drive traffic and conversions• Efficient cost per click ($0.25)• Increase social fan base, guide requests and email sign-ups• Top traffic driver to tnvacation.com in FY 2012 115 74
    243. 243. 2012-2013 Display Partner - Quantcast•Build upon audience profile datawe have been aggregating formore than a year•Drive low cost guide requests•High reach•Integrate Sponge-cell ad servingtechnology to create an evenmore interactive experience andcreate a seamless path toconversion 116 75
    244. 244. 2012-2013 Display Partner - Publisher’s Group of America• Mass reach to C & D counties• Aligns with “Made in TN” sentiment• Editorial integration• Co-branded ad units driving traffic to Trip Tales• Timing will align with print insertions 117 76
    245. 245. 2012-2013 Display Partner - MobileFuse• Network of tier one, editorially relevant mobile sites• Target iPhone and Android• Create a seamless path to conversion• Two call to actions, “Like” on Facebook and download the guide• CPM and CPC pricing model• Need to be where people are - people browse mobile sites at work, at home and on the go• Mobile surfing is pacing to outpace desktop by 2015 118 77
    246. 246. 2012-2013 Display Partner - Outdoor Hub• Reach those who book adventure travel• FY 2012 placements received a 0.8% click rate• Introduce a more dynamic media mix this year, including in banner video, mobile and social promotions• Investigate opportunities to utilize Bill Dance fishing footage• Target camping, hiking, fishing, boating, hunting and outdoor content 119 80
    247. 247. 2012-2013 Display Partner - GAC• Reach country music enthusiasts• Continue association with popular Top 20 Countdown Sweepstakes 120 82
    248. 248. 2012-2013 Display Partner - SpotXchange• Digital video network• Distribute pre-roll TV spots• Part of the Travel South buy• Test the Canadian market during chilly fall months 121 83
    249. 249. 2012-2013 Display Partner - WeatherBug• Leading hyper local weather application• Part of the Travel South buy• Weather triggered ads• iPad and mobile inventory 122 84
    250. 250. 2012-2013 Display Partners CivilWar.com & Civil War Traveler• Maintain a presence on civil war dedicated sites• Promote key events 123 85
    251. 251. 2011/2012Metrics For Success 124 125
    252. 252. 2011/2012Metrics For Success 125 125
    253. 253. Hierarchy of Goals• Visitation• Print Vacation Guide Requests• Electronic Vacation Guide Requests• Calls to the 1-800 #• Website Traffic• Email Opt-ins• Social Engagements• Brand Sentiment 126 126

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