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John Edman, Explore Minnesota, Industry Overview


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John Edman, Director of Explore Minnesota, presentation about tourism activities across the state of Minnesota and beyond

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John Edman, Explore Minnesota, Industry Overview

  1. 1. MACVB Annual Meeting John F. Edman Explore Minnesota Tourism October 18, 2017
  2. 2. AGENDA I. Industry Overview II. Explore Minnesota III. Marketing Campaigns IV. Partnerships V. Coop Program VI. My Bold North
  4. 4. TOURISM IN MINNESOTA GENERATES MNDepartmentof Revenue 2015
  5. 5. Road Trips On The Rise • Road trips as a percent of all domestic American vacation trips saw a significant increase in 2017 • Almost half of American travelers took at least one road trip, and even more will do so in 2018 • Source: MMGY Global’s 2017-2018 Portrait of American Travelers
  6. 6. Leisure Travel Forecast to Grow Slightly Faster Than Business • Growth in leisure person-trips tapered off slightly in 2016, but is forecast to maintain a growth rate between 1.7% and 2.0% annually through 2020 • Healthy consumer confidence, cheap gas, low inflation and (at last!) wage increases all help • Recent hurricanes hurt travel in the short term, but are not expected to significantly alter forecasts • Source: U.S. Travel Association
  7. 7. Total U.S. Resident Travel Spending Forecast to Grow 4% Through 2020 • This follows a dip to 2.9% growth in 2016 and forecast 3.5% growth in 2017 • Source: U.S. Travel Association • Consumers have been devoting an increasingly large share of disposable income to travel • Source: Adam Sacks presentation at 2017 EMT Conference
  8. 8. International Visitation Facing More Uncertainty • International visitation and spending in the U.S. declined 2.4% and 2.1%, respectively, in 2016 • Forecasts call for renewed, increased growth in international travel and spending through 2020 • Currency exchange rates and political uncertainties top the list of challenges • Despite all this, the U.S. travel industry maintains a strong positive travel trade balance – the highest of any industry (+$87 billion in 2016) • Shifts in overseas visitor activities away from cultural (arts/museums and historical places, etc.) and toward sightseeing • Sources: U.S. Travel Association and U.S. Department of Commerce, NTTO
  9. 9. • With a tighter labor market, look for leisure and hospitality businesses to face increasing pressures to find and retain workers
  10. 10. EMT FY 18 Budget • General fund base level funding at $14.2 million – same levels as previous biennium. • Events funding of $900,000 added to the base and available until June 30, 2021. • One-time new funding for EMT website upgrades of $500,000 available until June 30, 2019.
  11. 11. From Breadth to Depth Activities and places overload Fewer places with richer experiences
  12. 12. ©2017 COLLE+McVOY
  13. 13. ©2017 COLLE+McVOY Campaign Intro (from creatives)
  14. 14. Objectives + Utilize a combination of network and cable to deliver mass reach and targetability + Connect with users digitally by delivering eye-catching content with precise targeting + Utilize a variety of creative formats across top social channels to inspire and engage potential travelers Markets Spend by Medium: OOH 13% Print 6% Search 8% Broadcast 38% Digital 35% MediaReview ©2017 COLLE+McVOY 2 5 CONN EC T AND EN GAGE OU R TARGET AUD IENC E VIA AWAR EN ESS, EN GAGEMENT AN D AC TION BU CKETS
  15. 15. ©2017 Colle McVoy FY17 Spring/Summer Media Flow Chart
  16. 16. ©2017 Colle McVoy Creative Samples
  17. 17. ©2017 Colle McVoy Paid Social Instagram/Facebook
  18. 18. #OnlyinMN Summer Tweetchat with Andrew Zimmern On Wednesday, June 14 Explore Minnesota and Andrew Zimmern hosted an #OnlyinMN Tweetchat on Twitter to promote summer in Minnesota. In one hour, the chat generated nearly 2 million impressions and more than 1,200 tweets were shared that day using #OnlyinMN. The hashtag was a trending topic on Twitter in the Twin Cities for 4 hours. You can see a recap of the chat here: #OnlyinMN used more than 500K times on Instagram
  19. 19. Explore Minnesota Since April • 1.2 million people visited the site, with 70% being new visitors. • Mobile is #1 traffic source accounting for 58% of sessions, followed by desktop 30% and tablet 12%. Time on site 2:41. • Homepage most visited site since refresh. 4-6 videos load randomly with 33% of visitors interacting in some way. • Most used section of the site is the seasonal area. Unlike old site, visitors can interact with all 3 seasons at once. • Most visited pages include events, things to do, publications, places to stay. • Other pages in top 25 include happening page, social hub, and travel ideas. It is all about the content.
  20. 20. ©2017 Colle McVoy FY18 Fall Markets – focus outreach to border geos to motivate travel Digital *Reflects partnership activations that were previously approved and executed/in progress. Partnership Television WY CO SD MT ND NE KS MN MO WI IL IN MI IA Winnipeg Thunder Bay
  21. 21. Top States for September 2017 Publication Inquiries •Minnesota •Wisconsin •Illinois •Iowa •Missouri
  22. 22. September 2017 Web Activity • Our 10 things Fall was up 114% this month. • The fall color report was up 25% this month. • Google organic searches were up 48%. • The top internal search term: up 656% over last month
  23. 23. ©2017 Colle McVoy FY18 Year-Long Planning Outlook Winter • Winter planning parameters being determined for light support in core markets beyond Super Bowl efforts • Plans in development for a January launch Spring/Summer • New television spot in development for launch in Super Bowl 52 regional buy • Still focusing on emotion, but more action and excitement will be infused into the story • Continued focus on unique and authentic moments found only in Minnesota • Market exploration and consideration underway
  24. 24. ©2017 Colle McVoy FY18 Spring/Summer TV: Lights, Camera, Action
  25. 25. ©2017 Colle McVoy Super Bowl Approach • Leverage Super Bowl 52 to show visitors the beauty of MN and give them reason to come back • Catch the attention of the press and give them something more than the weather to talk about • Implement a reactive strategy to advertise in markets of two teams in the Big Game
  26. 26. Explore Minnesota Partnerships
  27. 27. Industry Partnerships
  28. 28. Media Partnerships
  29. 29. Partnership Campaigns
  30. 30. 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY 11 FY12 FY13 FY14 FY15 FY16 FY17 EMT Partnership/Match History
  31. 31. Explore Minnesota 2017/2018 Coop Program
  32. 32. Print Programs • AAA Living & Live|Play|AAA Publications • AAA National North Central TourBook • CAA Manitoba • CAA Saskatchewan • Group Tour Magazine • Lake Time Magazine • Midwest Living Magazine • Minnesota Monthly
  33. 33. Digital Programs • Amplified Storytelling • Behaviorally Targeted Emails • Explore Minnesota Website Retargeting • Facebook Contest/Sweepstakes • Facebook Targeted Display • Google 360° Street View Photography • Mobile Geo-Fencing • Search Engine Marketing • Website Feed – Explore Minnesota
  34. 34. TV & Video Programs • Comcast Spotlight & Xfinity: Bundled TV and Pre-Roll Video • YouTube Video Marketing
  35. 35. Snowmobiling Programs • Minnesota Snowmobiling & Wisconsin Snowmobiling News • Shared Snowmobiling Email • SnowGoer Magazine
  36. 36. Motorcycling Programs • Rider Magazine • RoadRUNNER Motorcycle Touring & Travel Magazine • Shared Motorcycling Email
  37. 37. Golfing Programs • Minnesota Golfer Magazine • Shared Golfing Email • Tee Times Publication
  38. 38. Fishing Programs • Iowa Sportsman • Midwest Hunting & Fishing Magazine • Shared Fishing Email
  39. 39. Out of Home Programs • 201 Portage Outdoor Digital Board • Clear Channel Outdoor Digital Boards • Fairway Outdoor Digital Boards • #ONLYINMN Monument
  40. 40. #OnlyinMN Monument
  41. 41. #OnlyinMN Monument X Games US Bank Stadium Minnesota State Capitol Grand Re-opening
  42. 42. #OnlyinMN Monument Minnesota State Fair
  43. 43. ©2017 COLLE+McVOY
  44. 44. ©2017 COLLE+McVOY
  45. 45. 651-757-1844