Ltlp geotourism pres_june2011
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Ltlp geotourism pres_june2011

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K. Peterson Geotourism Presentation

K. Peterson Geotourism Presentation

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Ltlp geotourism pres_june2011 Ltlp geotourism pres_june2011 Presentation Transcript

  • HITTING THE SWEET SPOT
    Montana’s Journey in Geotourism
    Katy Peterson
    Consumer Marketing Manager
    Montana Office of Tourism
    June 10, 2011
  • MONTANA’S JOURNEY
    Where We Were (2005)
    The Spark: Geotourism (2006)
    Montana’s Branding Process (2007-08)
    Marketing Campaigns: Bringing Montana to Life (2009-10)
    Results (2010)
    Montana & Geotourism Today (2011)
  • montana, CIRCA 2005…
  • 2006
  • MONTANA TOURISM, circa 2005
    Two ad agencies
    Lots of different messages
    National audience
    Mass media
    Success metric= inquiries
    Quantity over quality
    (more ads, more people)
    2006
  • Then…THE GEOTOURISM SPARK.
  • THE GEOTOURISM SPARK
    Envisioning the future
    Acknowledging obstacles
    Outcomes:
    Montana Tourism Charter
    Crown of the Continent GeotourismMapGuide and www.crownofthecontinent.net
    Focus on emerging audience, the geotraveler
    Pride!
  • OUR TARGET: Geotravelers
    Travelers that focus on the experience of the destination.
    They seek the authenticity of people and places.
    They have multi-faceted interests and will take in a number of attractions during a vacation as long as they are authentic to the culture they are visiting.
  • WHO ARE GEOTRAVELERS?(DEMOGRAPHICS)
    Approx. 55 Million Americans
    College degree+
    Household Income: $50K+
    Age: Various, 25-54
    Family: 1/3 have children under 18 in home
    Geographically: Skews Western U.S with pockets in large cities (including New York)
  • WHO ARE GEOTRAVELERS?(PSYCHOGRAPHICS)
    ATTITUDES
    Have a strong preference for cultural and social aspect of travel
    Learning is an important part of travel experience
    Environmentally aware
    BEHAVIORS
    Frequent leisure travelers: minimum 3x/year
    Civic engagement
    LIFESTYLE
    Active
    Travel defines them: a disproportionate amount of their income on travel compared to other travelers
    Experiences = the new status symbol
  • GEOTRAVELERS’ CHOICE OF DESTINATION…
    An emphasis on making the most of every moment due to the lack of time in their day-to-day lives.
    Pervasive nature of technology in planning their travels and exploring their destination before they arrive.
    Have an interest in immersing themselves in the culture.
    The ability to get off the beaten path.
    The capacity to get out of their comfort zone.
    Their desire to live on healthy planet.
  • Creative. Curious. Connected.
    Engaged. Adventurous.
    Independent. Individual. Mindful.
  • CONNECTING WITH GEOTRAVELERS
    Tell your story
    Convey expertise
    Everything is local
    Inspire your tribe
    Integrate mindfulness/sustainability into your business
  • montana’s branding process
  • BRANDING PROCESS
    • Conducted focus groups that were representative of our
    target audience (geotravelers).
    • Conducted eight meetings across Montana to
    collect input from more than 350 resident stakeholders.
    • Matched input from both target audience and
    stakeholders to determine attributes of Montana Brand.
    • Created and tested Brand Pillars.
  • MONTANA IS A COLLECTION OF SOME OF THE WORLD’S GREATEST MOUNTAINS AND PRAIRIES COMING TOGETHER TO CREATE MORE
    THAN ANYWHERE ELSE IN THE LOWER 48
  • MONTANA ISASERIES OF SIDEWALK SQUARES NEXT
    TO DINERS WITH AMAZING HOMEMADE MILKSHAKES IN
    THATSERVEASGATEWAYSTOOUR
    NATURAL WONDERS
  • MONTANA IS A STORIED PLACE FILLED WITH
    WILD TROUT STREAMS MADE FAMOUS BY AUTHORS WHO WITNESSED
    BY DAY …
    AND RELAXING HOSPITALITY AT NIGHT
  • Bringing the brand to life
    MONTANA’S MARKETING CAMPAIGNS:
  • Montana Office of Tourism Goals
    Build awareness
    for Montana as a vacation destination
    Increase trip consideration/intent
    Move Montana into the target audience’s consideration set
    Support tourism partners & private industry in increasing revenue
  • MONTANA TOURISM STRATEGY
    Communications strategy:
    Consumer-facing, multi-media, integrated
    First-time vs. repeat visitors
    Leverage our strengths: national parks and wildlife
    Creative strategy:
    Non-advertising advertising. Unexpected. Real and true.
    Media strategy:
    Bring Montana to life through media
    See-Experience-Share
    Big, Bold & Everywhere
  • 2010 CAMPAIGN: Video
  • HITTING THE SWEET SPOT
    “When you’re faced with the decision to choose between an ad that speaks to the head or one that speaks to the heart, choose the heart.”
    -Lex Sanford, creative research lead (with 15+ years experience with brands like Starbucks, Toyota, Visa, Burger King and Nordstrom), commenting on the emotional response to the “Nothing” concept.
  • The right partners
  • EVOLVING THE APPROACH
    1. THE NEW YORKER SECTION; 2. INFLUENCER CAMPAIGN
  • results
  • RESULTS
    Awareness of the brand increased 36% over 2009
    Intent to travel to Montana nearly doubled over 2009
    Those aware of Montana’s advertising were as much as 2.5 times more likely to travel to Montana than those unaware
    For every dollar invested into this campaign, visitors spent $104 in Montana – up from $50 in 2005 and doubling ROI in 5 years
    Visitation up (5.5%), expenditures up (9%), among highest hotel occupancies in nation (July-Aug)
    Record years for both Glacier & Yellowstone NPs (up 9.6% and 10.5% respectively; NPS overall down 1.5%)
  • THEN & NOW…
    WHERE WE WERE (2005)
    Two ad agencies
    Lots of different messages
    National audience
    Mass media
    Success metric= inquiries
    Quantity over quality
    1:50 return-on-investment
    WHERE WE ARE (2011)
    One strategic agency
    • Singular message
    • Well-defined audience
    • Targeted media
    • Success metrics= awareness, intent
    • Quality over quantity
    • 1:104 return-on-investment
  • WHAT HAS GEOTOURISM DONE FOR MONTANA?
  • GEOTOURISM IN MONTANA…
    • Helped establish guiding principles & priorities
    • Built demand for authentic experiences that support and enhance residents’ way of life
    Focused Montana on a smaller but most promising travel audience, doubling ROI in 5 yrs
    • Helped industry weather—and grow—in spite of recession
    • Strengthened relationships with key partners in land mgmt, arts & culture, and elected officials
  • Thank You