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Blue Ridge Parkway VTC 07-23-10


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PowerPoint of VTC presentation to Blue Ridge Parkway

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Blue Ridge Parkway VTC 07-23-10

  1. 1. Tourism in Virginia: An Overview Virginia is for Lovers - LOVE $19 Billion Industry 210,000+ Jobs $1.28 Billion in State and Local Taxes 5:1 Return on Investment
  2. 2. Partnership Marketing and Development <ul><li>VTC Help Desks </li></ul><ul><li>VTC Marketing Leverage Program </li></ul><ul><li>Customer Service Comes from the Heart </li></ul><ul><li>Assistance with planning in communities </li></ul><ul><li>Support of the Southwest Virginia Cultural Heritage Commission, Crooked Road, and ‘Round the Mountain </li></ul><ul><li>Kitty Barker </li></ul>
  3. 3. National Scenic Byways Grants Overview <ul><li>2006 - $496,500 for All American Road Experience to place logo signs at the main entrances of the Parkway, develop a new web site, and implement a marketing plan in partnership with NC and VA Tourism Offices. </li></ul><ul><li>  </li></ul><ul><li>2008 - $380,000 for Celebrating the BRP 75 th Anniversary to launch a Public Relations Campaign in cooperation with the NC and VA Tourism Offices to promote events and celebration of the 75 th Anniversary. </li></ul><ul><li>  </li></ul><ul><li>2010 - $494,000 (Pending) for a Mobile Application and Google Navigational Tools for the Blue Ridge Parkway as well as a marketing campaign in partnership with the NC and VA Tourism Offices. </li></ul>
  4. 4. Travel Guide and Photography <ul><li>2009 </li></ul><ul><li>Free ad - inside back cover </li></ul><ul><li>Featured in outdoor article - page 20 </li></ul><ul><li>2010 </li></ul><ul><li>Featured Cover </li></ul><ul><li>Contents page photo - Mabry Mill </li></ul><ul><li>Feature article - full page, 6 </li></ul><ul><li>Sweepstakes ad – 11 </li></ul><ul><li>Aerial photo shoot of entire BRP in Virginia & nearby sites </li></ul>
  5. 5. Phase One: Pilot Yourself to Virginia Supporting Elements March 21 – April 17, 2010 <ul><li>In Paper Support </li></ul><ul><li>Online Support </li></ul><ul><li>Boxcard </li></ul><ul><li>TV </li></ul><ul><li>Car Topper </li></ul>
  6. 6. RESULTS <ul><li>Sweepstake Entries : The most successful tourism contest </li></ul><ul><li>hosted by the Toronto Sun with </li></ul><ul><li>Sweepstakes Entry Email Opt-ins: 812 </li></ul><ul><li>Total Online + Print + Partners+ Promotion Value + Television for Phase One: CAD $423,520 </li></ul><ul><li>Virginia Says Oh Canada! As Blue Ridge Parkway Trip Winners Arrive </li></ul>9,639 entries
  7. 7. Phase Two: and Toronto Sun <ul><li>CONTEST DETAILS: </li></ul><ul><li>Launch of promotion on May 3 -June 6, 2010 </li></ul><ul><li>BRP :30 spot: May 3rd for 3 weeks </li></ul><ul><li>Print adverts: (full & half page) in the Toronto Sun: May 5, 9, 12 & 16 </li></ul><ul><li>Orangeville Honda marketing activities </li></ul><ul><li>Online at push2buy advert. Featured and enter here box which linked to the contest </li></ul><ul><li>Thirty second radio campaign with Boom 97.3: May 10th for 2 weeks </li></ul><ul><li>RESULTS from Trip : </li></ul><ul><li>Sweepstakes entries: 2,674            </li></ul><ul><li>Sweepstake entry opt-ins: 2,143                </li></ul><ul><li>30 sec spot / Boom 97.3 radio spot </li></ul><ul><li>T otal Online + Print + Radio + Partners+ Promotion Value + Television for Phases One and Two: </li></ul><ul><li>CAD $ 504,970 </li></ul>
  8. 8. TV
  9. 9. Quebec Promotion Supporting Elements May 3 rd – 31 st , 2010 <ul><li>Online Support </li></ul><ul><li>Montreal Outdoor Show </li></ul><ul><li>Rich e-mail </li></ul>
  10. 10. RESULTS <ul><li>Sweepstake Entries : 2,140 </li></ul><ul><li>Sweepstakes Entry Email Opt-ins: 1,051 </li></ul><ul><li>T otal Online + contest web site + VA partners + VTC: </li></ul><ul><li>CAD $ 116,894 </li></ul>+/- 50% opted in!
  11. 11. International <ul><li>Capital Region USA (CRUSA) Travel Guide </li></ul><ul><li>CRUSA Website </li></ul><ul><li>CRUSA E-newsletter </li></ul><ul><li>International media tours </li></ul>
  12. 12. Essentially America
  13. 13. Amerikas „Favorite Drive“ feiert 75. Geburtstag <ul><li>  20 Articles </li></ul><ul><li>Circulation:   1,231,178 </li></ul><ul><li>Online: 300,578 </li></ul><ul><li>Ad equivalency: $36,952 </li></ul>
  14. 14. KBC E-Newsletter
  15. 15. Sweepstakes
  16. 16. Sweepstakes <ul><li>36,314 entries as of July 19 </li></ul><ul><li>All 50 States + District of Columbia </li></ul><ul><li>79% of entries from outside of Virginia </li></ul><ul><li>37% opt-in rate to receive Virginia eNewsletter </li></ul>
  17. 17. Welcome Center Sweepstakes <ul><li>6,106 entries </li></ul><ul><li>Most successful Welcome Center sweepstakes in VTC history </li></ul>
  18. 18. Domestic Sales <ul><li>Travel South Showcase 2007 “Highways in Harmony” promoting Blue Ridge Parkway 75th, with North Carolina Tourism </li></ul>
  19. 19. Group Tour Itinerary Planner 2010 <ul><li>Featured cover image - Mabry Mill </li></ul><ul><li>Photo feature, Anniversaries, page 15 </li></ul><ul><li>Photo feature, Shenandoah Valley region, page 106 </li></ul><ul><li>Itineraries featured, pgs. 110, 116 </li></ul><ul><li>Photo feature, Blue Ridge Highlands, pg. 132 and article </li></ul><ul><li>BRTA ad, page 138 </li></ul><ul><li>Itineraries featured, pgs 134 - 141 </li></ul>
  20. 20. Tools for the Domestic Trades <ul><li> </li></ul><ul><ul><li>single day itineraries </li></ul></ul><ul><ul><li>multi-day itineraries </li></ul></ul><ul><li>E-guide </li></ul><ul><li>Profile Sheet for Buyer Appointments </li></ul><ul><li>Group Tour Itinerary Planner 2011 </li></ul>
  21. 21. Meeting Planners’ Directory 2010-2011 <ul><li>Photo feature on Contents, page 5 </li></ul><ul><li>Photo feature in Anniversaries, page 25 </li></ul><ul><li>Photo feature in Shenandoah Valley region, page 116 </li></ul><ul><li>E-guide – </li></ul><ul><li> </li></ul>
  22. 22. Consumer Marketing Sponsorships <ul><li>The Power of Partnerships </li></ul><ul><li>AAA/CAA Blue Ridge Parkway FAMs </li></ul><ul><li>T-shirts and Transportation </li></ul><ul><li>Virginia is for Lovers Consumer Marketing Outreach Program </li></ul><ul><li>18,080 Virginia Travel Guides distributed at 24 niche travel shows </li></ul>
  23. 23. Public Relations <ul><li>Media Luncheon – 12/09 </li></ul><ul><li>Press Room Special Section </li></ul><ul><li>Pitches/Outreach </li></ul><ul><li>Media Tour </li></ul><ul><li>Spring 2010 </li></ul>
  24. 25. Public Relations To Date: <ul><li>200 placements including Today Show, Richmond Times Dispatch, and J’Adore. </li></ul><ul><li>Social Media </li></ul><ul><li>75 blogs </li></ul><ul><li>100 Retweets @vatourismpr (4000+ followers) </li></ul>
  25. 26. Public Relations
  26. 27. Electronic Marketing <ul><li>Featured on home page </li></ul><ul><li>Created Sweepstakes Landing page with over 75,000 visits YTD </li></ul><ul><li>Lead Article in Feb eNewsletter to 350,000+ subscribers </li></ul><ul><li>Presence in eight eNewsletters in 2010 – to date. </li></ul><ul><li>Google Ad Campaign – 35MM impressions </li></ul>
  27. 28. Electronic Marketing
  28. 29. Electronic Marketing <ul><li>Online Banner Ad Sample </li></ul>
  29. 30. Still to Come! <ul><li>Fall! </li></ul><ul><li>Sweepstakes runs through November </li></ul><ul><li>PR/Online/Domestic Sales </li></ul><ul><li>Governor McDonnell – September 10 </li></ul><ul><li>Ongoing </li></ul>