Tourism Media Plan


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Tourism Media Plan

  1. 1. GDEcD Tourism Media Schedule FY 2006
  2. 2. Objectives <ul><li>Increase awareness of Georgia as a travel destination for vacations and long weekends </li></ul><ul><li>Encourage likely Georgia visitors to visit the website </li></ul>
  3. 3. Target Audience & Geography <ul><ul><li>Target </li></ul></ul><ul><ul><li>Women ages 35-54 with families </li></ul></ul><ul><ul><ul><li>Recommended media vehicles will also reach a broader audience </li></ul></ul></ul><ul><ul><li>Baby Boomer moms </li></ul></ul><ul><ul><li>African Americans </li></ul></ul><ul><ul><li>Hispanics </li></ul></ul><ul><li>Geography </li></ul><ul><ul><li>Southeast United States </li></ul></ul><ul><ul><ul><li>Key footprint states include: </li></ul></ul></ul><ul><ul><ul><ul><li>Alabama </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Florida </li></ul></ul></ul></ul><ul><ul><ul><ul><li>North Carolina </li></ul></ul></ul></ul><ul><ul><ul><ul><li>South Carolina </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tennessee </li></ul></ul></ul></ul><ul><ul><li>State of Georgia (Families who would keep their travel plans and vacations in-state) </li></ul></ul><ul><ul><li>Total United States </li></ul></ul>
  4. 4. Media Mix <ul><li>Media Mix </li></ul><ul><ul><li>The preferred media vehicles have been evaluated based on the following: </li></ul></ul><ul><ul><ul><li>Target audience </li></ul></ul></ul><ul><ul><ul><li>Circulation and impressions </li></ul></ul></ul><ul><ul><ul><li>Geographical distribution </li></ul></ul></ul><ul><ul><ul><li>Cost effectiveness </li></ul></ul></ul><ul><ul><ul><li>Relevant editorial content </li></ul></ul></ul><ul><ul><ul><li>Appropriate advertising environment </li></ul></ul></ul><ul><li>Recommended Media Mix </li></ul><ul><ul><ul><li>National Cable: :30s and :60s. Cost effective, high penetration/saturation </li></ul></ul></ul><ul><ul><ul><li>Regional Cable: :30s and :60s. Targeted, relevant environment </li></ul></ul></ul><ul><ul><ul><li>National Magazine: High exposure levels, appropriate audience </li></ul></ul></ul><ul><ul><ul><li>Regional Magazine: Targeted, cost-effective, pertinent editorial </li></ul></ul></ul><ul><ul><ul><li>Heritage, golf and nature-based media vehicles were considered for the 2006 </li></ul></ul></ul><ul><ul><ul><li>Tourism campaign; however, effective levels could not be achieved within the </li></ul></ul></ul><ul><ul><ul><li>established budget. </li></ul></ul></ul>
  5. 5. National Cable
  6. 6. Travel Channel <ul><li>Overview </li></ul><ul><li>80.6 million households </li></ul><ul><li>Viewers 18-49 rank Travel Channel among the top 10 networks: </li></ul><ul><ul><li>Viewers pay more attention to network's commercials </li></ul></ul><ul><ul><li>Viewers say network has less commercial clutter </li></ul></ul><ul><ul><li>Viewers say network has higher quality commercials </li></ul></ul><ul><ul><li>Viewers believe network “entertains as it informs” </li></ul></ul><ul><ul><li>Viewers say programming is “innovative and creative” </li></ul></ul><ul><li>Broadcast billboards throughout 10-week schedule </li></ul><ul><li>Programming includes: </li></ul><ul><li>Vacation Homes, Travel Café, Travel Channel Secrets, Travel Channel Hot Spots, Destination USA, On the Map </li></ul>
  7. 7. The Learning Channel (TLC) <ul><li>Overview </li></ul><ul><li>88.9 million households </li></ul><ul><li>Features a variety of informational and reality-based educational programming </li></ul><ul><li>Strong family viewership </li></ul><ul><li>Viewers rate TLC #1 in relevance to their life, loyalty and frequency of viewing </li></ul><ul><li>Broadcast billboards throughout 8-week schedule </li></ul><ul><li>Programming includes: </li></ul><ul><li>Baby Story, What Not to Wear, Martha, It’s Your Thing, TLC Presents, </li></ul><ul><li>In a Fix, New Look New You, Extraordinary People, Designer Showcase, Our House </li></ul>
  8. 8. Animal Planet <ul><li>Overview </li></ul><ul><li>87.2 million households </li></ul><ul><li>Programming highlights the relationship between animal and man </li></ul><ul><li>Animal Planet is the #1 ad-supported cable network viewers describe as “Family-Oriented” </li></ul><ul><li>Viewers believe Animal Planet is #2 in providing programs that “Are For The Entire Family” </li></ul><ul><li>Animal Planet ranks #10 in overall quality among TV network brands measured </li></ul><ul><li>Broadcast billboards throughout 8-week schedule </li></ul><ul><li>Programming includes: </li></ul><ul><li>Crocodile Hunter, Animal Zone, Planet’s Funniest Animals, Backyard Habitat, Chasing Nature, Darcy’s Wild Life </li></ul>
  9. 9. CNN and Headline News <ul><li>Overview </li></ul><ul><li>CNN: 89.0 million households </li></ul><ul><li>Headline News: 67.0 million households </li></ul><ul><li>In terms of cumulative Nielsen ratings, CNN rates as America's #1 cable news network </li></ul><ul><li>Each week CNN reaches 500,000 women 25-54 who have taken 3+ domestic leisure trips in the last 12 months </li></ul><ul><li>Programming includes: </li></ul><ul><li>American Morning, Anderson Cooper 360, Larry King Live, Nancy Grace </li></ul>
  10. 10. Food Network <ul><li>Overview </li></ul><ul><li>87.9 million households </li></ul><ul><li>72% of viewers say they trust advertisements on Food TV </li></ul><ul><li>Among highest watched cable networks among W35-54 </li></ul><ul><li>Recommended campaign would establish a dominant position in primetime travel related food programming </li></ul><ul><ul><li>Paula’s Home Cooking </li></ul></ul><ul><ul><li>$40 a Day </li></ul></ul><ul><ul><li>Rachael Ray’s Tasty Travels </li></ul></ul><ul><ul><li>Roker on the Road </li></ul></ul><ul><ul><li>Good Eats </li></ul></ul><ul><li>Program sponsorship broadcast billboards throughout 10-week schedule </li></ul>
  11. 11. We (Women’s Entertainment) <ul><li>Overview </li></ul><ul><li>56 million households </li></ul><ul><li>Innovative, contemporary women focused programming </li></ul><ul><li>#2 network for travel to GA and AL among W25-54 (2005 MRI Doublebase) </li></ul><ul><li>Strong African-American audience base </li></ul><ul><li>Broadcast billboards and bonus spots throughout 8-week schedule </li></ul><ul><li>Programming includes: </li></ul><ul><li>Secret Lives of Women, Style Me with Rachel Hunter, Race to the Altar, Dharma & Greg, Felicity, A Change of Place </li></ul>
  12. 12. E! (Entertainment Television) <ul><li>Overview </li></ul><ul><li>86 million households </li></ul><ul><li>E! emphasizes celebrity coverage; contemporary film, television and music; entertainment awards shows; daily Hollywood news and gossip; and fashion </li></ul><ul><li>Among highest watched cable networks among W35-54 </li></ul><ul><li>Broadcast billboards throughout 8-week schedule </li></ul><ul><li>Programming includes: </li></ul><ul><li>E! True Hollywood Story, The Soup, Dr. 90210, Anna Nicole Show, Fashion Police </li></ul>
  13. 13. Oxygen <ul><li>Overview </li></ul><ul><li>60 million households </li></ul><ul><li>#1 network for travel to GA and AL among W25-54 (2005 MRI Doublebase) </li></ul><ul><li>Broadcast billboards and bonus spots throughout 8-week schedule </li></ul><ul><li>Strong African-American audience base </li></ul><ul><li>Programming includes: </li></ul><ul><li>Oprah, Oprah After Show, Oxygen’s Animated Parenting Vignettes, Grace Under Fire, Living Single, Roseanne, Mad About You </li></ul>
  14. 14. Regional Cable <ul><li>Overview </li></ul><ul><li>7.8 million households </li></ul><ul><li>Only regional entertainment network focused on the South </li></ul><ul><li>GDEcD schedule includes: </li></ul><ul><li>400+ (:30s) and 26 (:60s) in primetime and weekend programming such as Blue Ribbon, Southern Living Presents, Home Plate, Chick Flicks, 3 Day Weekend, Hollywood Down South, Drive-in Theater and New South Style </li></ul>
  15. 15. Turner South Coverage
  16. 16. Turner South Overview <ul><li>GDEcD Sponsorship </li></ul><ul><li>Blue Ribbon: Integration episode </li></ul><ul><ul><li>“ Blue Ribbon is a fun, fast-paced adventure in search of excellence around the South. From pecan pie to barbecue sauce, diners to drive-ins, this show highlights the quest for the best.” </li></ul></ul><ul><ul><li>Turner South will produce a Blue Ribbon episode spotlighting 3 areas within GA as a great getaway destination </li></ul></ul><ul><ul><li>The episode will run 4 to 6 times within the GDEcD 13-week campaign flight </li></ul></ul><ul><ul><li>Promotional vignettes tagged with GA Tourism will air 5x per week for 4 weeks throughout the day and evening TV schedules </li></ul></ul><ul><ul><li>Broadcast billboards during Blue Ribbon with GDEcD website information </li></ul></ul><ul><li>Georgia Tourism :60 spots </li></ul><ul><ul><li>GDEcD :60 spots will run 5x per week ROS over the 13 week flight (65 total bonus 60s:) </li></ul></ul><ul><ul><ul><li>These are in addition to the 26 scheduled :60s in the Turner South base schedule </li></ul></ul></ul><ul><li>Movie Franchise (Chick Flicks, Drive-in Theater, Hollywood Down South) </li></ul><ul><ul><li>3x Spots in each broadcast March through May </li></ul></ul><ul><ul><li>1x Sponsorship broadcast billboards in each broadcast March through May </li></ul></ul><ul><ul><li>GDEcD tags within station promos for Chick Flicks (5x per week for 4 weeks) </li></ul></ul>
  17. 17. National Magazines
  18. 18. Arthur Frommer’s Budget Travel <ul><li>Overview </li></ul><ul><li>63% of readers are women </li></ul><ul><li>65% of readers are married </li></ul><ul><li>37% of readers have children </li></ul><ul><li>62% of readers took 1+ vacation trips in the last 12 months </li></ul><ul><li>Recommended distribution to the 27 states east of Mississippi (308,000 circ.) </li></ul><ul><li>May issue: Family Travel Essential Handbook feature </li></ul>
  19. 19. AAA Going Places <ul><li>Overview </li></ul><ul><li>Lifestyle-focused magazine written and distributed exclusively for AAA members </li></ul><ul><li>62% of readers are women </li></ul><ul><li>66% of readers obtain some form of additional information as a result of reading the magazine </li></ul><ul><li>92% of readers took at least one leisure trip in the last 12 months </li></ul><ul><li>48% of readers visited historic sites in the last 12 months </li></ul><ul><li>Georgia is the #3 state that AAA members plan to visit (2004 MRI) </li></ul><ul><li>Recommended distribution to more than 2.5 million households in Alabama, Florida, Georgia and Tennessee </li></ul>
  20. 20. Travel + Leisure <ul><li>Overview </li></ul><ul><li>62% of readers are women </li></ul><ul><li>47% of readers are 35-54 </li></ul><ul><li>65% of readers are married </li></ul><ul><li>Readers have a median HHI of $124,213 </li></ul><ul><li>#1 circulation among travel/lifestyle magazines </li></ul><ul><li>Recommended distribution to 533,000 east of Mississippi </li></ul><ul><li>Special “Southeast USA” section in April </li></ul><ul><li>Bonus online banner ad on </li></ul>
  21. 21. Conde Nast Traveler <ul><li>Overview </li></ul><ul><li>Edited and designed to provide the experienced, discerning leisure and business traveler with an array of distinctive travel experiences. Columns offer insider tips, as well as the latest news on art, architecture, fashion, culture, cuisine, shopping, and industry innovations from every corner of the globe. </li></ul><ul><li>57% of readers are women </li></ul><ul><li>42% of readers take 3+ domestic trips per year </li></ul><ul><li>Recommended distribution to 290,000 circulation east of Mississippi (17 States, 10 are Southeast) </li></ul><ul><li>Special Southeast Travel Guide in April issue </li></ul>
  22. 22. Southern Living <ul><li>Overview </li></ul><ul><li>Southern Living covers today's South </li></ul><ul><li>Editorial coverage includes travel, food, homes and gardens and the bond between the South's traditional and cosmopolitan attitudes </li></ul><ul><li>78% of readers are women </li></ul><ul><li>77% of reader’s are married </li></ul><ul><li>Recommended distribution to 1.23 million readers in the six footprint states ( AL, GA, FL, NC, SC, TN) </li></ul><ul><li>GDEcD will receive (2) FP bonus ads in special interest publications &quot;Weekend Living&quot; and &quot;Home for the Holidays“ that are sold separately at newsstands </li></ul><ul><ul><li>Total additional circulation: 565,000 </li></ul></ul><ul><ul><li>Value of bonus ads: $33,900 </li></ul></ul>
  23. 23. Parents Magazine <ul><li>Overview </li></ul><ul><li>Parents Magazine is an active advocate for the American family, providing parents with the information they need to raise happy and healthy children. Parents Magazine covers topics including children's health and safety, behavior and development, fashion, food and nutrition, toys, travel and technology. </li></ul><ul><li>Parents Magazine has the highest circulation of all family/parenthood publications (2,275,013) </li></ul><ul><li>83% of readers are women </li></ul><ul><li>56% of readers took a domestic trip in the past 12 months </li></ul><ul><li>72% of subscribers read “all to most of each issue” </li></ul><ul><li>Recommended distribution to 405,935 readers in 10 southern states </li></ul>
  24. 24. Family Fun <ul><li>Overview </li></ul><ul><li>70% of readers have two+ children </li></ul><ul><li>#1 family/parenthood publication for: </li></ul><ul><ul><li>“ Have kids + spent $1,000 on domestic travel in the past 12 months” </li></ul></ul><ul><ul><li>“ Took 2+ domestic trips in the past 12 months” </li></ul></ul><ul><ul><li>“ Traveled 500+ miles on most recent domestic vacation” </li></ul></ul><ul><li>Recommended full run distribution to 1,739,131 readers nationwide </li></ul><ul><li>GDEcD ads would be placed in the magazine’s “Family Getaways” section </li></ul>
  25. 25. African American/Hispanic Magazines
  26. 26. American Legacy <ul><li>Overview </li></ul><ul><li>American Legacy covers African-American history and culture </li></ul><ul><li>Regular features include Anthology, Family Album and Pathfinders </li></ul><ul><li>68% of readers are women </li></ul><ul><li>82% of readers are college educated </li></ul><ul><li>62% of readers have children </li></ul><ul><li>73% of readers traveled domestically within the last 12 months </li></ul><ul><li>GDEcD receives national circulation for the regional rate </li></ul>
  27. 27. Upscale Magazine <ul><li>Overview </li></ul><ul><li>Upscale combines celebrity profiles with articles exploring issues effecting the empowerment of the African American community. It provides in-depth information in the areas of business, music, travel, entertainment, fashion, health care, and personal and professional development. </li></ul><ul><li>70% of readers are women </li></ul><ul><li>60% of readers have children </li></ul><ul><li>GDEcD receives national circulation for the regional rate </li></ul><ul><li>Upscale will include all Georgia happenings in their events calendar </li></ul><ul><li>May is the “Family Travel” issue </li></ul>
  28. 28. People en Espanol <ul><li>Overview </li></ul><ul><li>#1 Hispanic publication in the US </li></ul><ul><li>62% of readers are women </li></ul><ul><li>79% of women readers have children </li></ul><ul><li>Recommended distribution to 175,000 readers in East coast states </li></ul><ul><li>Recommended issues: </li></ul><ul><ul><li>June: 50 Most Beautiful issue (Publishes in May) </li></ul></ul><ul><ul><li>July: Celebrity Getaways (Publishes in June) </li></ul></ul><ul><li>McRae has pre-negotiated a 7% discount off of rate card </li></ul>
  29. 29. Selecciones Reader’s Digest <ul><li>Overview </li></ul><ul><li>#2 Hispanic publication in the US </li></ul><ul><li>89% of readers speak Spanish in the home </li></ul><ul><li>58% of readers are women </li></ul><ul><li>62% of readers have children </li></ul><ul><li>77% of Hispanic travel is for Leisure </li></ul><ul><li>Recommended full run distribution to 375,000 readers nationwide </li></ul><ul><li>April issue has a bonus Family Travel Guide </li></ul><ul><ul><li>Hispanic family guide to vacations, destinations, reunions and travel tips </li></ul></ul>
  30. 30. Southeast Tourism Society (STS) <ul><li>Madden Preprint </li></ul><ul><li>Nation’s largest producer of custom travel inserts for destinations </li></ul><ul><li>24-year partnership with Southeast Tourism Society </li></ul><ul><li>2005 Madden preprint program generated more than 22,000 leads </li></ul><ul><li>Three STS campaigns recommended: </li></ul><ul><ul><li>Southeast Tourism Society Insert </li></ul></ul><ul><ul><li>Oprah Magazine Special Travel Insert </li></ul></ul><ul><ul><li>Georgia Spring Newspaper Insert </li></ul></ul>
  31. 31. Southeast Tourism Society <ul><li>STS Newspaper Insert </li></ul><ul><li>Half page advertorial or display ad </li></ul><ul><li>Publishes April 2, 2006 </li></ul><ul><li>1.6 million circulation Sunday insert: </li></ul><ul><ul><li>Atlanta Metro Group, Athens Banner-Herald, Gwinnett Daily Post, Marietta Journal </li></ul></ul><ul><ul><li>Baltimore Sun, Charlotte Observer, Cincinnati Enquirer, Cleveland Plain Dealer, </li></ul></ul><ul><ul><li>Dayton Daily News, Kentucky Regional Group, Ashland Independent, Corbin Times, </li></ul></ul><ul><ul><li>Floyd County Times, Maysville Ledger, Somerset Journal, Winchester Sun, </li></ul></ul><ul><ul><li>Chicago Suburban Newspapers, Chicago Tribune, Central Ohio Newspaper Group, </li></ul></ul><ul><ul><li>Lancaster Eagle-Gazette, Mansfield News Journal, Marion Star, Newark Advocate, </li></ul></ul><ul><ul><li>The State Columbia (SC), Huntsville Times, (Jacksonville) Florida Times-Union, </li></ul></ul><ul><ul><li>Nashville Tennessean, New York Newsday, Pittsburgh Gazette, Richmond Register, </li></ul></ul><ul><ul><li>St. Louis Post-Dispatch </li></ul></ul><ul><li>Total 2005 reader response: 6,554 </li></ul><ul><li>2005 average cost per inquiry: $2.73 </li></ul>
  32. 32. Southeast Tourism Society <ul><li>STS: O, The Oprah Magazine Insert </li></ul><ul><li>Huge hit in 2005 </li></ul><ul><li>Publishes: April 15, 2006 </li></ul><ul><li>“ May Splash into Summer”: Multi-page full-color travel insert </li></ul><ul><li>Full-page, 4-color advertorial or display ad </li></ul><ul><li>E-zine to O subscribers via </li></ul><ul><li>Reader service leads electronically </li></ul><ul><ul><li>More than 5 million O readers took a domestic vacation in 2005 </li></ul></ul><ul><ul><li>O readers spent more than $13 billion on vacation travel in 2005 </li></ul></ul><ul><li>700,000 magazine subscribers in 18 East coast states: </li></ul><ul><ul><li>CT, DC, DE, FL, GA, ME, MD, MA, NH, NJ, NY, NC, PA, RI, SC, VT, VA, WV </li></ul></ul><ul><li>Historically ad is split FP with Atlanta or another advertiser </li></ul><ul><li>Full page cost accounted for in Tourism media budget </li></ul><ul><li>Total 2005 reader response: 11,347 </li></ul><ul><li>2005 average cost per inquiry: $3.96 </li></ul>
  33. 33. Southeast Tourism Society <ul><li>Georgia Spring Newspaper Insert </li></ul><ul><li>Co-op venture with 20+ prospective advertisers throughout the state </li></ul><ul><li>Publishes: May 7, 2006 </li></ul><ul><li>Insert Size: 8-12 Page tabloid (10.5” x 11”) </li></ul><ul><li>Circulation: 750,000 </li></ul><ul><li>Bonus distribution at GA Welcome Centers: 25,000 </li></ul><ul><li>Distributed in 23 major daily newspapers throughout the key target states of Alabama, Florida, North Carolina, South Carolina, and Tennessee </li></ul><ul><li>Campaign includes </li></ul><ul><ul><li>Cover art and title sponsor </li></ul></ul><ul><ul><li>1/2 Page advertorial </li></ul></ul><ul><ul><li>Vertical strip information on each page </li></ul></ul><ul><ul><li>Micro-site on </li></ul></ul><ul><ul><li>eNewsletter and E-Zine </li></ul></ul><ul><li>Total 2005 reader response: 115,780 </li></ul><ul><li>2005 average cost per inquiry: $2.38 </li></ul>
  34. 34. Southern Living (STS) <ul><li>“ Soul of the South ” - April issue (Special Section) </li></ul><ul><li>Presented by the Southern Governor's Association (SGA) </li></ul><ul><li>As chair of the SGA, Governor Perdue asked Southern Living to develop a feature section about SE culture/tourism </li></ul><ul><li>Special section will highlight southern musical landscape in support of SGA's initiative to promote more visits to key destinations </li></ul><ul><li>State Tourism Departments and CVBs have been offered a 45% discount off of rate card </li></ul><ul><li>Full-page, 4-color ad </li></ul><ul><li>Publishes in April issue </li></ul>
  35. 35. Media Flighting <ul><li>National Cable: </li></ul><ul><ul><li>March 6, 2006 – June 11, 2006 </li></ul></ul><ul><li>Regional Cable: </li></ul><ul><ul><li>March 6, 2006 – June 4, 2006 </li></ul></ul><ul><li>National Magazines: </li></ul><ul><ul><li>April, 2006 through June, 2006 </li></ul></ul><ul><li>Southeast Tourism Society: </li></ul><ul><ul><li>April, 2006 through May, 2006 </li></ul></ul>
  36. 37. Advertising & Public Relations Budget <ul><li>Television Advertising: $3,106,884 </li></ul><ul><ul><li>National Cable (988 spots) </li></ul></ul><ul><ul><li>Regional Cable (434 spots) </li></ul></ul><ul><ul><li>Ad Development </li></ul></ul><ul><li>Print Advertising: $ 956,638 </li></ul><ul><ul><li>National Publications </li></ul></ul><ul><ul><li>Cooperative Newspaper & Magazine Inserts </li></ul></ul><ul><ul><li>Multi-Cultural Marketing </li></ul></ul><ul><ul><li>Ad Development </li></ul></ul><ul><li>On-Line & eCRM: $ 552,487 </li></ul><ul><li>Public Relations: $ 121,500 </li></ul><ul><li>Co-Op Program: $ 750,000 </li></ul><ul><ul><ul><ul><ul><li>TOTAL $ 5,487,509 </li></ul></ul></ul></ul></ul><ul><ul><li>FY 2005 Advertising Expenditures = $3,046,616 </li></ul></ul>