The document outlines the media strategy and plan for the 2012-2013 year, discussing last year's performance, current economic and travel trends, and targeted visitor profiles for Tennessee tourism. It emphasizes the need for a digital focus while maintaining traditional media partnerships and highlights key performance indicators for success. The plan incorporates various media placements, including broadcast, print, and digital advertising, to engage target audiences effectively.

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2. Agenda
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3. Agenda
• Highlight
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4. Agenda
• Highlight
• Last year’s media plan
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5. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
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6. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
• This year’s media strategy
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7. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
• This year’s media strategy
• Our target visitors
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8. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
• This year’s media strategy
• Our target visitors
• Traditional media parter/plan recommendations
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9. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
• This year’s media strategy
• Our target visitors
• Traditional media parter/plan recommendations
• Digital media/partner plan recommendations
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10. Agenda
• Highlight
• Last year’s media plan
• Economic and tourism trends
• This year’s media strategy
• Our target visitors
• Traditional media parter/plan recommendations
• Digital media/partner plan recommendations
• Discuss metrics for success
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11. s
2011 - 2012 Media Campaign Highlights
• The New Brand Debut
• Trip Tales Launch
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12. The Current Economic Landscape
U.S. Dept of Labor- 2012
CNNMoney.com- July 2012
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13. 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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14. Current Travel Trends
Prior to April 2012 survey
U.S. Travel Association- Apr 2012
TravelWeekly.com - June 2012 5
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15. 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
Prior to April 2012 survey
U.S. Travel Association- Apr 2012
TravelWeekly.com - June 2012 5
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16. 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
Prior to April 2012 survey
U.S. Travel Association- Apr 2012
TravelWeekly.com - June 2012
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Windows via Momstart.com - July 2012

17. 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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18. 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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19. 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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20. 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
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21. 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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22. 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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23. 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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24. 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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25. Broadcast
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26. 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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27. 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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28. 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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29. 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

30. 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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31. 2012- 2013 Television – Fall Tactics
• 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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32. 2012- 2013 Television – Fall Tactics
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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33. 2012- 2013 Television
AllRecipes.com - State of Food Webisode
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34. 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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35. 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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36. 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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37. 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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38. Print
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39. 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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40. 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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41. 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

42. 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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43. 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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44. 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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45. 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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46. 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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47. 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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48. 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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49. 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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50. 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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51. 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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52. 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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53. 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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54. 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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55. 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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56. 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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57. 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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58. 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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59. 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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60. 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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61. Groups
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62. 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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63. 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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64. 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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65. 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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66. 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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67. 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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68. 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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69. Civil War
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70. 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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71. 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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72. 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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73. 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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74. Online Media
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75. Online Campaign Shifts this Fiscal year
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16

76. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
65
16

77. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits
65
16

78. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits
• Lead Generation (Pay-Per-Inquiry) – Spend is reduced
65
16

79. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits
• Lead Generation (Pay-Per-Inquiry) – Spend is reduced
• Email Marketing – Reduce frequency of T3 emails, introduce TripTales
emails and Group Travel email
65
16

80. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits
• Lead Generation (Pay-Per-Inquiry) – Spend is reduced
• Email Marketing – Reduce frequency of T3 emails, introduce TripTales
emails and Group Travel email
• Social Networking – Introduce Pinterest & Instagram
65
16

81. Online Campaign Shifts this Fiscal year
• Display Advertising (Banner Advertising) – Spend is reduced and
more focus on mobile and video placements
• Pay-Per-Click / Search Engine Marketing – Increase investment to
keep up with consumer research habits
• Lead Generation (Pay-Per-Inquiry) – Spend is reduced
• Email Marketing – Reduce frequency of T3 emails, introduce TripTales
emails and Group Travel email
• Social Networking – Introduce Pinterest & Instagram
• Content/Blog Strategy - Managed by Paramore, billed through other
avenues
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82. 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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83. Online Campaign Budget Trends
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84. Paid Search
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85. 2011 - 2012 Paid Search – Highlights
MediaPost.com Jan. 2012 69
87

86. 2011 - 2012 Paid Search – Highlights
Google
MediaPost.com Jan. 2012 69
87

87. 2011 - 2012 Paid Search – Highlights
Google
• Introduced mobile search & click
to call
MediaPost.com Jan. 2012 69
87

88. 2011 - 2012 Paid Search – Highlights
Google
• Introduced mobile search & click
to call
•“Vegas.com has seen mobile (search) ad click
through rates as high as 20%...”
MediaPost.com Jan. 2012 69
87

89. 2011 - 2012 Paid Search – Highlights
Google
• Introduced mobile search & click
to call
•“Vegas.com has seen mobile (search) ad click
through rates as high as 20%...”
• 7.6 Million impressions; nearly
150,000 clicks; 14,00 guide
requests
MediaPost.com Jan. 2012 69
87

90. 2011 - 2012 Paid Search – Highlights
Google
• Introduced mobile search & click
to call
•“Vegas.com has seen mobile (search) ad click
through rates as high as 20%...”
• 7.6 Million impressions; nearly
150,000 clicks; 14,00 guide
requests
• Average CTR strong at 1.9%
MediaPost.com Jan. 2012 69
87

91. 2011 - 2012 Paid Search – Highlights
Google
• Introduced mobile search & click
to call
•“Vegas.com has seen mobile (search) ad click
through rates as high as 20%...”
• 7.6 Million impressions; nearly
150,000 clicks; 14,00 guide
requests
• Average CTR strong at 1.9%
• Conversion rate, click to guide,
10%
MediaPost.com Jan. 2012 69
87

92. 2011 - 2012 Paid Search – Highlights
70
88

93. 2011 - 2012 Paid Search – Highlights
Microsoft
70
88

94. 2011 - 2012 Paid Search – Highlights
Microsoft
• 1.7 Million impressions;
nearly 18,000 clicks; more
than 3,000 guides
70
88

95. 2011 - 2012 Paid Search – Highlights
Microsoft
• 1.7 Million impressions;
nearly 18,000 clicks; more
than 3,000 guides
• Average CTR strong at 1%
70
88

96. 2011 - 2012 Paid Search – Highlights
Microsoft
• 1.7 Million impressions;
nearly 18,000 clicks; more
than 3,000 guides
• Average CTR strong at 1%
• Conversion rate, click to
guide was 17%
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88

97. 2012-2013 Paid Search – Strategy
71
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98. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
71
89

99. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
• Industry average will increase 15%
from 2012
71
89

100. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
• Industry average will increase 15%
from 2012
• Continue mobile focused campaign
71
89

101. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
• Industry average will increase 15%
from 2012
• Continue mobile focused campaign
• 7% of total spend
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89

102. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
• Industry average will increase 15%
from 2012
• Continue mobile focused campaign
• 7% of total spend
• Introduce more diverse landing pages
and specific call to actions
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89

103. 2012-2013 Paid Search – Strategy
• Increase Pay-Per-Click 10% to
maintain competitive SOV
• Industry average will increase 15%
from 2012
• Continue mobile focused campaign
• 7% of total spend
• Introduce more diverse landing pages
and specific call to actions
• Increased focus on seasonal sites and
contests
71
89

104. 2012-2013 Paid Search – Budget Allocation
72
90

105. 2012-2013 Paid Search – Budget Allocation
73
90

106. 2012-2013 Paid Search – Budget Allocation
Google
• Investment: $100,000
• Target Cost-Per-Click: $0.70
• Target Cost-Per-Conversion:
$6.00
73
90

107. 2012-2013 Paid Search – Budget Allocation
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

108. Lead Generation
74
92

109. 2012-2013 Lead Generation (PPI) – Highlights
75
93

110. 2012-2013 Lead Generation (PPI) – Highlights
• New partnerships were introduced and
tested
75
93

111. 2012-2013 Lead Generation (PPI) – Highlights
• New partnerships were introduced and
tested
• Poor performers were weeded out
(React2Media and PK4)
75
93

112. 2012-2013 Lead Generation (PPI) – Highlights
• New partnerships were introduced and
tested
• Poor performers were weeded out
(React2Media and PK4)
• Exceeded expected lead volume by 10,000
75
93

113. 2012-2013 Lead Generation (PPI) – Strategy
76
94

114. 2012-2013 Lead Generation (PPI) – Strategy
• Focus spend on top performing historical partnerships
76
94

115. 2012-2013 Lead Generation (PPI) – Strategy
• Focus spend on top performing historical partnerships
• Maximize spend on the niche travel guide sites
76
94

116. 2012-2013 Lead Generation (PPI) – Strategy
• Focus spend on top performing historical partnerships
• Maximize spend on the niche travel guide sites
• Reach the most qualified potential visitors
76
94

117. 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
77
95

118. Email Marketing
78
96

119. 2012-2013 Email Marketing – Highlights
79
97

120. 2012-2013 Email Marketing – Highlights
• 4 Custom Quarterly eNewsletters Designs
79
97

121. 2012-2013 Email Marketing – Highlights
• 4 Custom Quarterly eNewsletters Designs
• Redesigned Monthly Co-Op eNewsletter
79
97

122. 2012-2013 Email Marketing – Highlights
• 4 Custom Quarterly eNewsletters Designs
• Redesigned Monthly Co-Op eNewsletter
• Redesigned Welcome Triggers
79
97

123. 2012-2013 Email Marketing – Highlights
• 4 Custom Quarterly eNewsletters Designs
• Redesigned Monthly Co-Op eNewsletter
• Redesigned Welcome Triggers
• The Vacation Guide Announcement Email had 13,722 Vacation Guide
Requests – a 83.4% Conversion Rate.
79
97

124. 2012-2013 Email Marketing – Highlights
• 4 Custom Quarterly eNewsletters Designs
• Redesigned Monthly Co-Op eNewsletter
• Redesigned Welcome Triggers
• 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)
79
97

125. 2012-2013 Email Marketing – Highlights
80
97

126. 2012-2013 Email Marketing – Strategy
81
98

127. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
81
98

128. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
81
98

129. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
81
98

130. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
• Continue Annual Vacation Guide Announcement Email
81
98

131. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
• Continue Annual Vacation Guide Announcement Email
• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month
81
98

132. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
• Continue Annual Vacation Guide Announcement Email
• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month
• Introduce Monthly TripTales Email with Responsive Design
81
98

133. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
• Continue Annual Vacation Guide Announcement Email
• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month
• Introduce Monthly TripTales Email with Responsive Design
• Introduce Group Travel Email
81
98

134. 2012-2013 Email Marketing – Strategy
• Keep Current Welcome Trigger Design, Update with 2013 Guide.
• Continue Quarterly eNewsletters Reflecting Seasonal Site
• Continue Monthly Co-Op eNewsletters
• Continue Annual Vacation Guide Announcement Email
• Continue T3 Email with Redesign, Reduce Frequency to 2x a Month
• Introduce Monthly TripTales Email with Responsive Design
• Introduce Group Travel Email
• Incorporate Holiday Email into Winter Quarterly eNewsletter
81
98

135. 2012-2013 Email Marketing – Strategy
New Tactic
Target Marketing Magazine - Feb, 2012 82
99

136. 2012-2013 Email Marketing – Strategy
New Tactic
Responsive Email Design
Target Marketing Magazine - Feb, 2012 82
99

137. 2012-2013 Email Marketing – Strategy
New Tactic
Responsive Email Design
•“According to the report, Web-
based email use among 12-17
year olds dropped 31 percent in
the past year
Target Marketing Magazine - Feb, 2012 82
99

138. 2012-2013 Email Marketing – Strategy
New Tactic
Responsive Email Design
•“According to the report, Web-
based email use among 12-17
year olds dropped 31 percent in
the past year
•Use among those 18 to 24 saw
an even bigger drop of 34
percent
Target Marketing Magazine - Feb, 2012 82
99

139. 2012-2013 Email Marketing – Strategy
New Tactic
Responsive Email Design
•“According to the report, Web-
based email use among 12-17
year olds dropped 31 percent in
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”
Target Marketing Magazine - Feb, 2012 82
99

140. 2012-2013 Email Marketing – Strategy
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

141. Continuing the Welcome Trigger at all Digital
Collection Points
102
84

142. New Tactic - A Second Triggered Email
To Drive Conversions
102
85

143. Continuing the Seasonal Focused
Quarterly eNewsletters
103
86

144. Continuing the Seasonal Focused
Quarterly eNewsletters
• Seasonal site design
103
86

145. Continuing the Seasonal Focused
Quarterly eNewsletters
• Seasonal site design
• Sent quarterly
103
86

146. Continuing the Seasonal Focused
Quarterly eNewsletters
• Seasonal site design
• Sent quarterly
• Full database delivery
103
86

147. Continuing the Seasonal Focused
Quarterly eNewsletters
• Seasonal site design
• Sent quarterly
• Full database delivery
• In FY 2013, the email design will
incorporate a calendar
103
86

148. Continuing the Monthly Partner Focused
Co-Op eNewsletters
104
87

149. Continuing the Monthly Partner Focused
Co-Op eNewsletters
Co-Op Opportunity
104
87

150. Continuing the Monthly Partner Focused
Co-Op eNewsletters
Co-Op Opportunity
•Full database delivery
104
87

151. Continuing the Monthly Partner Focused
Co-Op eNewsletters
Co-Op Opportunity
•Full database delivery
• Delivered monthly (except Dec. and Jan.)
104
87

152. Continuing the Monthly Partner Focused
Co-Op eNewsletters
Co-Op Opportunity
•Full database delivery
• Delivered monthly (except Dec. and Jan.)
• Content is provided by Tennessee partners
who purchase placements
104
87

153. Continuing the Monthly Partner Focused
Co-Op eNewsletters
Co-Op Opportunity
•Full database delivery
• Delivered monthly (except Dec. and Jan.)
• Content is provided by Tennessee partners
who purchase placements
• New template design introduced in 2012
104
87

154. Continuing the Vacation Guide Announcement
Email
• Sent at least annually
• Full database delivery
105
88

155. 2012-2013 Email Marketing for T3 Strategy
106
89

156. 2012-2013 Email Marketing for T3 Strategy
• Email schedule: every other week rather
than every week
106
89

157. 2012-2013 Email Marketing for T3 Strategy
• Email schedule: every other week rather
than every week
• Responsive email design
106
89

158. 2012-2013 Email Marketing for T3 Strategy
• Email schedule: every other week rather
than every week
• Responsive email design
• Supported with weekly deals promoted
socially
106
89

159. 2012-2013 Email Marketing for the
Group Travel Niche
• Details are to be determined
• Possibly a self-sufficient co-op program
108
90

160. Social Marketing
109
91

161. 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

162. 2011-2012 Social – Highlights
110
93

163. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
110
93

164. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
110
93

165. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content
110
93

166. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content
• Summer Contest to Gatlinburg (more than 1K clicks as measured by
Ow.ly links from Social)
110
93

167. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content
• Summer Contest to Gatlinburg (more than 1K clicks as measured by
Ow.ly links from Social)
• Mobile Titanic Contest (around 300 clicks from Social)
110
93

168. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content
• Summer Contest to Gatlinburg (more than 1K clicks as measured by
Ow.ly links from Social)
• Mobile Titanic Contest (around 300 clicks from Social)
• Social conversions to the vacation guide topped 700 with around 60%
coming from Facebook.
110
93

169. 2011-2012 Social – Highlights
• Engagement levels at an all-time high
• Gained more than 12K fans
• Timeline = roaring success as our strategy has focused on sharing
photos and linking within the posts to pertinent content
• Summer Contest to Gatlinburg (more than 1K clicks as measured by
Ow.ly links from Social)
• Mobile Titanic Contest (around 300 clicks from Social)
• 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

170. 2012-2013 Social – Strategy
112
94

171. 2012-2013 Social – Strategy
• Keep sharing on Facebook, Twitter and YouTube
112
94

172. 2012-2013 Social – Strategy
• Keep sharing on Facebook, Twitter and YouTube
• Focus on the content
112
94

173. 2012-2013 Social – Strategy
• Keep sharing on Facebook, Twitter and YouTube
• Focus on the content
• Introduce Pinterest & Instagram and
112
94

174. 2012-2013 Social – Strategy
• Keep sharing on Facebook, Twitter and YouTube
• Focus on the content
• Introduce Pinterest & Instagram and
• Devote additional resources to Google+
112
94

175. 2012-2013 Social – Strategy
• Keep sharing on Facebook, Twitter and YouTube
• Focus on the content
• Introduce Pinterest & Instagram and
• Devote additional resources to Google+
• Work with TDTD partners to create engaging, focused social-centric
contests and giveaways
112
94

176. Facebook in 2012 - 2013
113
95

177. Facebook in 2012 - 2013
• Focus on photos
113
95

178. Facebook in 2012 - 2013
• Focus on photos
• Watching the Edge Rank
113
95

179. Facebook in 2012 - 2013
• Focus on photos
• Watching the Edge Rank
• Utilize paid ads
113
95

180. Facebook in 2012 - 2013
• Focus on photos
• Watching the Edge Rank
• Utilize paid ads
• Staying on top of frequent changes
113
95

181. Facebook in 2012 - 2013
114
96

182. Facebook in 2012 - 2013
Paid Ads
114
96

183. Facebook in 2012 - 2013
Paid Ads
• Just 16% of fans currently see organic
content posted by brands
114
96

184. Facebook in 2012 - 2013
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

185. Facebook in 2012 - 2013
114
97

186. Twitter in 2012 - 2013
115
98

187. Google+ in 2012 - 2013
116
99

188. Google+ in 2012 - 2013
Google +
116
99

189. Google+ in 2012 - 2013
Google +
• Leverage celebrities for a Google
+ hangout
116
99

190. YouTube in 2012 - 2013
100
117

191. YouTube in 2012 - 2013
YouTube
100
117

192. YouTube in 2012 - 2013
YouTube
• We need video!
100
117

193. YouTube in 2012 - 2013
YouTube
• We need video!
• Trip Tales is a content
source
100
117

194. Instagram in 2012 - 2013
101
119

195. Instagram in 2012 - 2013
Instagram
101
119

196. Instagram in 2012 - 2013
Instagram
• Capitalize on consumer’s interest
in Tennessee photos
101
119

197. Instagram in 2012 - 2013
Instagram
• Capitalize on consumer’s interest
in Tennessee photos
• Consumer engagement
101
119

198. Instagram in 2012 - 2013
Instagram
• Capitalize on consumer’s interest
in Tennessee photos
• Consumer engagement
• Great integration into TripTales
101
119

199. Instagram in 2012 - 2013
Instagram
• Capitalize on consumer’s interest
in Tennessee photos
• Consumer engagement
• Great integration into TripTales
• Great integration into seasonal
contest
101
119

200. Instagram in 2012 - 2013
Instagram
• Capitalize on consumer’s interest
in Tennessee photos
• Consumer engagement
• Great integration into TripTales
• Great integration into seasonal
contest
• Sorry Flickr
101
119

201. Pintrest in 2012 - 2013
102
121

202. Pintrest in 2012 - 2013
Pinterest Plan
102
121

203. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
102
121

204. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
• Rich imagery
102
121

205. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
• Rich imagery
• Feature niche interests
102
121

206. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
• Rich imagery
• Feature niche interests
• Increase website traffic
102
121

207. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
• Rich imagery
• Feature niche interests
• Increase website traffic
• Q2 2011 Pinterest.com = 1.2% of
social media revenue for e-commerce
sites
102
121

208. Pintrest in 2012 - 2013
Pinterest Plan
• Tennessee boards
• Rich imagery
• Feature niche interests
• Increase website traffic
• 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

209. Trip Tales
Content + Social Strategy
103
122

210. 2012-2013 Trip Tales – Highlights
104
123

211. 2012-2013 Trip Tales – Highlights
• March Launch
104
123

212. 2012-2013 Trip Tales – Highlights
• March Launch
• 16,000+ pageviews
104
123

213. 2012-2013 Trip Tales – Highlights
• March Launch
• 16,000+ pageviews
• Most popular posts
104
123

214. 2012-2013 Trip Tales – Highlights
• March Launch
• 16,000+ pageviews
• Most popular posts
• Cummins Falls State Park
104
123

215. 2012-2013 Trip Tales – Highlights
• March Launch
• 16,000+ pageviews
• Most popular posts
• Cummins Falls State Park
• Dollywood’s Splash Country
104
123

216. 2012-2013 Trip Tales – Strategy
105
124

217. 2012-2013 Trip Tales – Strategy
• 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

218. 2012-2013 Trip Tales – Strategy
106
124

219. 2012-2013 Trip Tales – Strategy
• 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

220. Display Media
107
122

221. 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

222. 2011 - 2012 Display – Highlights
109
66

223. 2011 - 2012 Display – Highlights
• More than 40 million impressions delivered - double the purchased
amount
109
66

224. 2011 - 2012 Display – Highlights
• More than 40 million impressions delivered - double the purchased
amount
• Average click rate .60% (industry average is .09%)
109
66

225. 2011 - 2012 Display – Highlights
• More than 40 million impressions delivered - double the purchased
amount
• Average click rate .60% (industry average is .09%)
• Orbitz production focused campaign increased room nights by 35%
over prior year
109
66

226. 2011 - 2012 Display – Highlights
• More than 40 million impressions delivered - double the purchased
amount
• Average click rate .60% (industry average is .09%)
• Orbitz production focused campaign increased room nights by 35%
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

227. 2011 - 2012 Display – Highlights
• More than 40 million impressions delivered - double the purchased
amount
• Average click rate .60% (industry average is .09%)
• Orbitz production focused campaign increased room nights by 35%
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

228. 2012 - 2013 Display - Strategy
110
67

229. 2012 - 2013 Display - Strategy
• Use the budget wisely
110
67

230. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
110
67

231. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
110
67

232. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
110
67

233. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
• Utilize interactive ad units
110
67

234. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
• Utilize interactive ad units
• Drive traffic to Trip Tales
110
67

235. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
• Utilize interactive ad units
• Drive traffic to Trip Tales
• Focus spend during Fall, Spring and early Summer planning
110
67

236. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
• Utilize interactive ad units
• Drive traffic to Trip Tales
• Focus spend during Fall, Spring and early Summer planning
• Keep rates flat or lower than FY 2012 rates
110
67

237. 2012 - 2013 Display - Strategy
• Use the budget wisely
• Editorially relevant environments
• Increase digital video placements
• Increase mobile banner presence
• Utilize interactive ad units
• Drive traffic to Trip Tales
• Focus spend during Fall, Spring and early Summer planning
• Keep rates flat or lower than FY 2012 rates
• Integrate more cost-per-click placements to increase ROI
110
67

238. 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

239. 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

240. 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

241. 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

242. 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

243. 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

244. 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

245. 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

246. 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

247. 2012-2013 Display Partner - GAC
• Reach country music
enthusiasts
• Continue association with
popular Top 20 Countdown
Sweepstakes
120
82

248. 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

249. 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

250. 2012-2013 Display Partners
CivilWar.com & Civil War Traveler
• Maintain a presence on civil war
dedicated sites
• Promote key events
123
85

251. 2011/2012
Metrics For Success
124
125

252. 2011/2012
Metrics For Success
125
125

253. 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