Tennessee Tourism | 2012 - 2013 Fiscal Year Media Plan

Agenda

• Highlight

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Agenda

• Highlight
• Last year’s media plan

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Agenda

• Highlight
• Economic and tourism trends

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Agenda

• Highlight
• This year’s media strategy

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Agenda

• Highlight
• Our target visitors

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Agenda

• Highlight
• Traditional media parter/plan recommendations

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Agenda

• Highlight
• Digital media/partner plan recommendations

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Agenda

• Highlight
• Digital media/partner plan recommendations
• Discuss metrics for success

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2011 - 2012 Media Campaign Highlights

• The New Brand Debut
• Trip Tales Launch

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2

The Current Economic Landscape

U.S. Dept of Labor- 2012
CNNMoney.com- July 2012
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3

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 us

U.S. Dept of Labor- 2012
CNNMoney.com- July 2012
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3

Current Travel Trends

Prior to April 2012 survey
U.S. Travel Association- Apr 2012
TravelWeekly.com - June 2012 5
4

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 years

TravelWeekly.com - June 2012 5
4

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 games

TravelWeekly.com - June 2012
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Windows via Momstart.com - July 2012

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

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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

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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 country

H2R Market Research - May 2012 9
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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 18

H2R Market Research - May 2012 10
9

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

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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

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2012-2013 Traditional
Media Mix

1%
1% Broadcast
9%
Print Co-Op
Print Non Co-Op
Group Tour
Civil War
29%

Broadcast
59%

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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 existing
partnerships

• Out-of-Home: Cut out cinema until new technology is available

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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

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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.

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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

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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
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2011

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 than
double

•FOX Sports South & SportSouth for fall

•College football (SEC), Nashville Predators, Atlanta Braves

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• 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

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Spot 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

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2012- 2013 Television

AllRecipes.com - State of Food Webisode

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2012- 2013 Television

AllRecipes.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 "famous
food"
• Feature major attractions and iconic restaurants
• Video would be licensed to TDTD for use on social networks,
website, etc.

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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
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2012- 2013 Television – National Tactics
Bill 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-show
segments

• 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

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2012- 2013 Television – National Tactics

Bluegrass 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

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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

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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

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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
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2012/2013

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

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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

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2012-2013 Print Partner - Southern Living

•105% more likely to have visited TN or KY in last
12
months.

•23% more likely to be a travel decision maker.

•True partner- in 2011 & 2012, Southern Living
has 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
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2012-2013 Print Partner - Southern Living
Online Added Value
• Discounted rates

• Idea House Key Contributor- Location
in Nashville
•Exposure in Idea House issue- Sept
2013
•Online with feature content
•On-site

• Custom eblast to 150,000 subscribers

• Travel eblast sponsorship to 450,000
subscribers

• Readers service: in-book and online

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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

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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

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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

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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’s
ad

•March/ April 2013 Tennessee section
•Includes reader service, custom advertorial, 2
premium online display ads on AAA.com/
GoingPlaces

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2012-2013 Print Partner - AAA Journeys

•Targets AAA member households in Cincinnati
and Miami Valley, OH

•Average reader is 59 years old and about 60%
female

•March/ April 2013 Tennessee section
•Includes reader service, sponsorship of online
contest, banner ads on website

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2012-2013 Print Partner - America’s Best
Vacations
• Reaches a predominantly female audience

• Spring 2012 insert generated over 3,000
leads,combined total of 21,000 leads for TDTD
partners

• Combined circulation of 700,000 circulation
distributed in newspapers in SE & 6 million ad
network impressions

• Delivers in April 2013

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2012-2013 Print Partner - American Road

• Quarterly publication designed for the “road
tripper”

• Smaller circulation, but incredibly engaged
audience

• Package includes print, itinerary pdf online
for download, banners ads, email campaign,
social networking on Twitter and Facebook

• Annual presence

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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

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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

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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

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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

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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

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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

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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

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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)

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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

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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

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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.

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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
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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

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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

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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

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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.

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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

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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

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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

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Online Campaign Shifts this Fiscal year

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16


• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements

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• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits

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• Lead Generation (Pay-Per-Inquiry) – Spend is reduced

65
16


• Email Marketing – Reduce frequency of T3 emails, introduce TripTales
emails and Group Travel email

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• Social Networking – Introduce Pinterest & Instagram

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• Social Networking – Introduce Pinterest & Instagram
• Content/Blog Strategy - Managed by Paramore, billed through other
avenues

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2012-2013 Online
Media Mix

Display/Banner Adveristing

Paid Search

Email Marketing

Pay-Per-Inquiry Lead Generation

Facebook CPC

0 75,000 150,000 225,000 300,000

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Online Campaign Budget Trends

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2011 - 2012 Paid Search – Highlights

MediaPost.com Jan. 2012 69
87


Google

87


Google

• Introduced mobile search & click
to call

87


Google

to call
•“Vegas.com has seen mobile (search) ad click
through rates as high as 20%...”

87


Google

to call

• 7.6 Million impressions; nearly
150,000 clicks; 14,00 guide
requests

87


Google

to call

requests

• Average CTR strong at 1.9%

87


Google

to call

requests

• Average CTR strong at 1.9%

• Conversion rate, click to guide,
10%

87


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88


Microsoft

70
88


Microsoft

• 1.7 Million impressions;
nearly 18,000 clicks; more
than 3,000 guides

70
88


Microsoft

than 3,000 guides

• Average CTR strong at 1%

70
88


Microsoft

than 3,000 guides

• Average CTR strong at 1%

• Conversion rate, click to
guide was 17%

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88

2012-2013 Paid Search – Strategy

71
89


• Increase Pay-Per-Click 10% to
maintain competitive SOV

71
89



• Industry average will increase 15%
from 2012

71
89



from 2012

• Continue mobile focused campaign

71
89



from 2012


• 7% of total spend

71
89



from 2012



• Introduce more diverse landing pages
and speciﬁc call to actions

71
89



from 2012



• Introduce more diverse landing pages
and speciﬁc call to actions

• Increased focus on seasonal sites and
contests

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89

2012-2013 Paid Search – Budget Allocation

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90


Google

• Investment: $100,000

• Target Cost-Per-Click: $0.70

• Target Cost-Per-Conversion:
$6.00

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90


Google 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

Lead Generation

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92

2012-2013 Lead Generation (PPI) – Highlights

75
93


• New partnerships were introduced and
tested

75
93


tested

• Poor performers were weeded out
(React2Media and PK4)

75
93


tested

• Poor performers were weeded out
(React2Media and PK4)

• Exceeded expected lead volume by 10,000

75
93

2012-2013 Lead Generation (PPI) – Strategy

76
94


• Focus spend on top performing historical partnerships

76
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• Maximize spend on the niche travel guide sites

76
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• Maximize spend on the niche travel guide sites

• Reach the most qualiﬁed potential visitors

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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

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95

Email Marketing

78
96

2012-2013 Email Marketing – Highlights

79
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• 4 Custom Quarterly eNewsletters Designs

79
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• Redesigned Monthly Co-Op eNewsletter

79
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• Redesigned Welcome Triggers

79
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• The Vacation Guide Announcement Email had 13,722 Vacation Guide
Requests – a 83.4% Conversion Rate.

79
97





• 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)

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2012-2013 Email Marketing – Strategy

81
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• Keep Current Welcome Trigger Design, Update with 2013 Guide.

81
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• Continue Quarterly eNewsletters Reﬂecting Seasonal Site

81
98




• Continue Monthly Co-Op eNewsletters

81
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• Continue Annual Vacation Guide Announcement Email

81
98






• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month

81
98







• Introduce Monthly TripTales Email with Responsive Design

81
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• Introduce Group Travel Email

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• Introduce Group Travel Email

• Incorporate Holiday Email into Winter Quarterly eNewsletter

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98

New Tactic

Target Marketing Magazine - Feb, 2012 82
99

New Tactic

Responsive Email Design

99

New Tactic


•“According to the report, Web-
based email use among 12-17
year olds dropped 31 percent in
the past year

99

New Tactic


the past year
•Use among those 18 to 24 saw
an even bigger drop of 34
percent

99

New Tactic


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”

99

New Tactic
go responsive Serve a
single-source of
Responsive Web Design uses fluid grids content to
desktops, tablets
and flexible images sizes to adapt to a and phones.
wide range of device contexts.

100
83

Continuing the Welcome Trigger at all Digital
Collection Points

102
84

New Tactic - A Second Triggered Email
To Drive Conversions

102
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Continuing the Seasonal Focused
Quarterly eNewsletters

103
86


• Seasonal site design

103
86


• Sent quarterly

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86


• Sent quarterly
• Full database delivery

103
86


• Sent quarterly
• In FY 2013, the email design will
incorporate a calendar

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86

Continuing the Monthly Partner Focused
Co-Op eNewsletters

104
87

Co-Op eNewsletters

Co-Op Opportunity

104
87

Co-Op eNewsletters

Co-Op Opportunity
•Full database delivery

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Co-Op eNewsletters

Co-Op Opportunity

• Delivered monthly (except Dec. and Jan.)

104
87

Co-Op eNewsletters

Co-Op Opportunity


• Content is provided by Tennessee partners
who purchase placements

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Co-Op eNewsletters

Co-Op Opportunity


• Content is provided by Tennessee partners
who purchase placements

• New template design introduced in 2012

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87

Continuing the Vacation Guide Announcement
Email

• Sent at least annually


105
88

2012-2013 Email Marketing for T3 Strategy

106
89


• Email schedule: every other week rather
than every week

106
89


than every week

• Responsive email design

106
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than every week

• Responsive email design

• Supported with weekly deals promoted
socially

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89

2012-2013 Email Marketing for the
Group Travel Niche

• Details are to be determined

• Possibly a self-sufficient co-op program

108
90

Social Marketing

109
91

52% of those who expect to take [a summer
vacation] will use social media to help in the
planning, with Facebook as a leading source at
29%.”
- AH&LA SmartBrief, June 2012

111
92

2011-2012 Social – Highlights

110
93


• Engagement levels at an all-time high

110
93



• Gained more than 12K fans

110
93




• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content

110
93





• Summer Contest to Gatlinburg (more than 1K clicks as measured by
Ow.ly links from Social)

110
93






• Mobile Titanic Contest (around 300 clicks from Social)

110
93







• Social conversions to the vacation guide topped 700 with around 60%
coming from Facebook.

110
93







• 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

2012-2013 Social – Strategy

112
94


• Keep sharing on Facebook, Twitter and YouTube

112
94



• Focus on the content

112
94




• Introduce Pinterest & Instagram and

112
94





• Devote additional resources to Google+

112
94





• Devote additional resources to Google+

• Work with TDTD partners to create engaging, focused social-centric
contests and giveaways

112
94

Facebook in 2012 - 2013

113
95


• Focus on photos

113
95


• Focus on photos
• Watching the Edge Rank

113
95


• Focus on photos
• Utilize paid ads

113
95


• Focus on photos
• Utilize paid ads
• Staying on top of frequent changes

113
95


114
96


Paid Ads

114
96


Paid Ads

• Just 16% of fans currently see organic
content posted by brands

114
96


Paid Ads

• Just 16% of fans currently see organic
content posted by brands

• Using the paid ad tool could increase a
brand’s exposure percentage to as high as
75%.

114
96


114
97

Twitter in 2012 - 2013

115
98

Google+ in 2012 - 2013

116
99

Google+ in 2012 - 2013

Google +

116
99

Google+ in 2012 - 2013

Google +

• Leverage celebrities for a Google
+ hangout

116
99

YouTube in 2012 - 2013

100
117


YouTube

100
117


YouTube

• We need video!

100
117


YouTube

• We need video!

• Trip Tales is a content
source

100
117

Instagram in 2012 - 2013

101
119


Instagram

101
119


Instagram

• Capitalize on consumer’s interest
in Tennessee photos

101
119


Instagram

in Tennessee photos

• Consumer engagement

101
119


Instagram

in Tennessee photos


• Great integration into TripTales

101
119


Instagram

in Tennessee photos



• Great integration into seasonal
contest

101
119


Instagram

in Tennessee photos



• Great integration into seasonal
contest

• Sorry Flickr

101
119

Pintrest in 2012 - 2013

102
121


Pinterest Plan

102
121


Pinterest Plan

• Tennessee boards

102
121


Pinterest Plan


• Rich imagery

102
121


Pinterest Plan


• Rich imagery

• Feature niche interests

102
121


Pinterest Plan


• Rich imagery


• Increase website traffic

102
121


Pinterest Plan


• Rich imagery



• Q2 2011 Pinterest.com = 1.2% of
social media revenue for e-commerce
sites

102
121


Pinterest Plan


• Rich imagery



• 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

Trip Tales
Content + Social Strategy

103
122

2012-2013 Trip Tales – Highlights

104
123


• March Launch

104
123


• March Launch
• 16,000+ pageviews

104
123


• March Launch
• Most popular posts

104
123


• March Launch
• Cummins Falls State Park

104
123


• March Launch
• Cummins Falls State Park
• Dollywood’s Splash Country

104
123

2012-2013 Trip Tales – Strategy

105
124


• 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


106
124


• 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

Display Media

107
122

Display Investment Mix
Trip Advisor
Orbitz
IZEA
Travel Channel
Quantcast
Publishers Group of America
Mobile Fuse
Outdoor Hub
GAC
Sponge Cell
Civil War

0 12,500 25,000 37,500 50,000

108
13

2011 - 2012 Display – Highlights

109
66


• More than 40 million impressions delivered - double the purchased
amount

109
66


amount

• Average click rate .60% (industry average is .09%)

109
66


amount


• Orbitz production focused campaign increased room nights by 35%
over prior year

109
66


amount


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


amount


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

2012 - 2013 Display - Strategy

110
67

• Use the budget wisely

110
67


• Editorially relevant environments

110
67



• Increase digital video placements

110
67




• Increase mobile banner presence

110
67





• Utilize interactive ad units

110
67






• Drive traffic to Trip Tales

110
67







• Focus spend during Fall, Spring and early Summer planning

110
67








• Keep rates ﬂat or lower than FY 2012 rates

110
67








• Keep rates ﬂat or lower than FY 2012 rates

• Integrate more cost-per-click placements to increase ROI

110
67

2012 - 2013 Display - Trends
Online Travel Agencies - Losing Traffic

“One channel we’re seeing a
minor decrease in is the OTA
channel... This means hoteliers
are doing a great job of driving
demand to their proprietary
websites.

111
68

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

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

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

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

2012-2013 Display Partner - Quantcast

•Build upon audience proﬁle data
we have been aggregating for
more than a year
•Drive low cost guide requests
•High reach
•Integrate Sponge-cell ad serving
technology to create an even
more interactive experience and
create a seamless path to
conversion

116
75

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

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

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

2012-2013 Display Partner - GAC

• Reach country music
enthusiasts
• Continue association with
popular Top 20 Countdown
Sweepstakes

120
82

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

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

2012-2013 Display Partners
CivilWar.com & Civil War Traveler

• Maintain a presence on civil war
dedicated sites
• Promote key events

123
85

2011/2012
Metrics For Success

124
125

2011/2012
Metrics For Success

125
125

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

Tennessee Tourism | 2012 - 2013 Fiscal Year Media Plan

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Editor's Notes