7. Economic Conditions

10. Travel Marketing Trends

13. Target Audience Overview

15. Target Audience Overview Travel Decision- Makers Index *MRI- Fall 2010

16. Target Audience Overview Index Traveling with Children Under 18 *MRI- Fall 2010

17. Target Audience Overview Travel Distance for Vacation Index

18. Target Audience Age Mode of Travel Index

21. Media Strategies

23. Media Plan Overview

27. Offline Media Mix Television $1,358,340 Radio $189,860 Consumer Print Co-op $788,870 Consumer Print Non Co-op $287,039.70 Group Tour Print $24,886.20 Out-of-Home $110,000 Partnership Marketing Program $1,250,000 Contingency $50,000 Total White Thompson Budget $4,132,720.76

28. Online Media Mix Display Media Fees $284,000 Media Management $234,000 Pay Per Click Media Fees $105,000 Lead Generation Media Fees $96,000 Email Creative $25,000 ESP Fees $24,000 Mobile Marketing $12,000 Display Creative $10,000 Social Networking Management Tools $2,000 Total Paramore Budget $792,000.00

29. Media Campaign Shifts

35. Targeting Women 25-54

48. Local Reach

51. Culinary

55. Baby Boomers

59. Targeting the Travel Niche

76. Family Travelers

81. Groups

88. Heritage/Culture Niches

92. African American Targeting

95. Music Targeting

102. Targeting Hand Raisers

109. “ Look Alike” Targeting

111. High Income Targeting

114. Nature and Outdoors

117. Display

121. Display Co-op Display Co-Op Exclusive campaign The state ’s annual commitments will be increase on the chosen sites from the state ’ s existing display media plan to accommodate your EXCLUSIVE messaging. Benefit from record low cost-per-thousand rates negotiated with partner sites on behalf of the state. Avoid expensive site campaign and monthly minimums.

122. Display Co-op For a partner to participate, it is mandatory that they provide their own banner creative. Paramore will be available as needed for creative consultation and recommendations.

123. Pay-Per-Click/Search

131. Pay-Per-Inquiry

143. Pay-Per-Inquiry Potential PPI Co-Op - A portion of the state ’s annual commitments with lead generation partners will be available to partners to buy into a co-branded lead generating offer with Tennessee. - Partners benefit from record low cost-per-lead rates and avoid expensive site campaign and monthly minimums. Sign up to receive email from state of Tennessee and Dollywood and receive a FREE Tennessee Travel Guide!

144. Mobile Marketing

149. Email Marketing

151. 2010/2011 FY Email Creative

157. Social Networking

161. Social Networking Potential Social Co-Op - Tennessee Department of Tourist Development and the Co-Op partners who are participating on the social networks will have an opportunity to mutually promote each other through a social co-op program on Facebook and Twitter - To make the most out of this partnership, TDTD and each co-op partner would be required to ReTweet or RePost each other once a week for the set period of time.

162. 2011/2012 Metrics For Success