This document provides a situational analysis of Utah's travel and tourism industry. It discusses Utah's brand history, financial situation, reputation, and trends in the industry. It then analyzes Utah's products and features that appeal to consumers. Through research and interviews, the target demographic is identified as individuals ages 45-64 with a household income of $75,000-$150,000 who are interested in outdoor activities and experiencing nature. The analysis finds that Utah's national parks and natural scenery are strong motivators for visitors seeking adventure and relaxation on vacation.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
This document provides a national travel and tourism strategy for the United States. It analyzes the current situation of the travel and tourism industry, which generates $1.2 trillion and supports over 7 million jobs annually. However, the US market share of international travel has declined in recent years. The strategy aims to increase international visitors to 100 million by 2021 and their spending to $250 billion through promoting the US, enabling travel, providing excellent customer service, and coordinating efforts across government agencies.
The document summarizes key topics from the Tourism Congress 2014 in Canada. It discusses tourism trends in Canada, including a 1.5% growth in international tourist arrivals in 2013, lower than major competitors. It also addresses declining overnight tourism spending adjusted for inflation, and Canada's growing travel deficit. The document outlines opportunities for tourism growth from emerging markets like youth and China, as well as over 100 marketing, advocacy and sector organizations involved in tourism in Canada.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
This chapter discusses how consumer attitudes towards risk and control are impacting travel behaviors and the pursuit of adventure. It finds that while risk-taking is culturally valued, consumers' behaviors are increasingly risk-averse and focused on control. Two trends are discussed: "Cruise Control" explores how the desire for control is driving both risk-averse behaviors and aspirations of maximizing experiences. "Mobile Control" looks at how attitudes towards control are manifesting through increasing usage of technology to plan and track experiences. The chapter examines implications for different stages of travel and differences between regions. Overall, it finds that consumers still value adventure but their risk-averse habits threaten this, posing a challenge for the travel industry.
The perceptions of low, middle and high income socio economic groups in nairo...Alexander Decker
This document summarizes a study on the perceptions of low, middle, and high-income socioeconomic groups in Nairobi, Kenya regarding tourist attraction sites. The study found that education level impacted perceptions, with more educated respondents having more positive views of attractions like game parks. While the Kenyan government has tried to promote domestic tourism, participation remains low at 12.7% of total visitors due to negative attitudes among many Kenyans that view tourism as foreign-dominated. The study recommends educating residents and involving local communities near attractions to improve perceptions and support for domestic tourism.
- Chinese outbound travel has expanded rapidly in recent years, with over 97 million outbound trips made in 2013, more than double the number in 2009. By 2018, outbound trips are forecast to reach around 160 million.
- Chinese tourists can be categorized into several groups - younger and older travelers, independent and group travelers, experienced and first-time travelers, and the super-rich. East and Southeast Asia remain the most popular destinations.
- While economic growth has slowed, China's expanding middle class means more citizens will be able to afford international travel. Continued urbanization and government policies also support growth of the travel sector.
- Chinese outbound travel has expanded rapidly in recent years, with over 97 million outbound trips made in 2013, more than double the number in 2009. By 2018, outbound trips are forecast to reach around 160 million.
- Chinese tourists can be categorized into several groups - younger and older travelers, independent and group travelers, experienced and first-time travelers, and the super-rich. East and Southeast Asia remain the most popular destinations.
- While China's economy has slowed, continued urbanization and government policies are expected to further support the expansion of outbound travel. However, air connectivity outside major cities needs to be expanded to encourage more outbound travel.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
This document provides a national travel and tourism strategy for the United States. It analyzes the current situation of the travel and tourism industry, which generates $1.2 trillion and supports over 7 million jobs annually. However, the US market share of international travel has declined in recent years. The strategy aims to increase international visitors to 100 million by 2021 and their spending to $250 billion through promoting the US, enabling travel, providing excellent customer service, and coordinating efforts across government agencies.
The document summarizes key topics from the Tourism Congress 2014 in Canada. It discusses tourism trends in Canada, including a 1.5% growth in international tourist arrivals in 2013, lower than major competitors. It also addresses declining overnight tourism spending adjusted for inflation, and Canada's growing travel deficit. The document outlines opportunities for tourism growth from emerging markets like youth and China, as well as over 100 marketing, advocacy and sector organizations involved in tourism in Canada.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
This chapter discusses how consumer attitudes towards risk and control are impacting travel behaviors and the pursuit of adventure. It finds that while risk-taking is culturally valued, consumers' behaviors are increasingly risk-averse and focused on control. Two trends are discussed: "Cruise Control" explores how the desire for control is driving both risk-averse behaviors and aspirations of maximizing experiences. "Mobile Control" looks at how attitudes towards control are manifesting through increasing usage of technology to plan and track experiences. The chapter examines implications for different stages of travel and differences between regions. Overall, it finds that consumers still value adventure but their risk-averse habits threaten this, posing a challenge for the travel industry.
The perceptions of low, middle and high income socio economic groups in nairo...Alexander Decker
This document summarizes a study on the perceptions of low, middle, and high-income socioeconomic groups in Nairobi, Kenya regarding tourist attraction sites. The study found that education level impacted perceptions, with more educated respondents having more positive views of attractions like game parks. While the Kenyan government has tried to promote domestic tourism, participation remains low at 12.7% of total visitors due to negative attitudes among many Kenyans that view tourism as foreign-dominated. The study recommends educating residents and involving local communities near attractions to improve perceptions and support for domestic tourism.
- Chinese outbound travel has expanded rapidly in recent years, with over 97 million outbound trips made in 2013, more than double the number in 2009. By 2018, outbound trips are forecast to reach around 160 million.
- Chinese tourists can be categorized into several groups - younger and older travelers, independent and group travelers, experienced and first-time travelers, and the super-rich. East and Southeast Asia remain the most popular destinations.
- While economic growth has slowed, China's expanding middle class means more citizens will be able to afford international travel. Continued urbanization and government policies also support growth of the travel sector.
- Chinese outbound travel has expanded rapidly in recent years, with over 97 million outbound trips made in 2013, more than double the number in 2009. By 2018, outbound trips are forecast to reach around 160 million.
- Chinese tourists can be categorized into several groups - younger and older travelers, independent and group travelers, experienced and first-time travelers, and the super-rich. East and Southeast Asia remain the most popular destinations.
- While China's economy has slowed, continued urbanization and government policies are expected to further support the expansion of outbound travel. However, air connectivity outside major cities needs to be expanded to encourage more outbound travel.
- Tourism is the most effective way to promote the European Union and its history, culture, and attractions. It encourages both competition and cooperation among EU member states.
- As an industry, tourism widely distributes economic benefits to both urban and rural areas and helps preserve cultural heritage. It also enhances cultural exchange and a sense of European community.
- Changing demographics, health trends, education levels, work pressures, and experiences will shape future tourism demand in Europe. An aging population, smaller households, and greater health awareness will drive specific types of demand.
Though I have been working in the technology industry, I always think a professional marketer needs to be able to promote an idea, a product, a service, a city, a state, and even a country. I try to think like a marketer in the tourism industry and think about how to promote this beautiful state to more Asian tourists. Feel free to let me know if I miss anything and comments are always welcome. ;-)
In 2011, the University of Minnesota Tourism Center conducted a profile of Irish Fair of
Minnesota attendees. Several attendee characteristics were of interest beyond
demographics, including information sources used to hear about the fair, spending habits,
most enjoyable fair attributes, satisfaction, means of transportation, and willingness to pay
a potential admission charge. To that end, a questionnaire was developed and administered
to a sample of Irish Fair of Minnesota attendees.
Local Economic Development by Promoting Cultural Events and TourismKevin Choi
This document discusses several cultural events and tourism promotions in East Lansing, Michigan and how they benefit the local economy. It describes annual events like the Summer Solstice Jazz Festival, Great Lakes Folk Festival, and East Lansing Arts Festival. These events attract thousands of visitors each year and support local businesses through increased spending. The document also analyzes the demographic characteristics of the local population and visitors to determine what types of events would be most successful.
Ivanovic & Saayman, 2013. South Africa calling cultural tourists. AJPHERDMilena Ivanovic, PhD
This document discusses cultural tourism in South Africa. It provides an overview of cultural tourism trends globally and in South Africa. While cultural tourism makes up a large portion of tourism worldwide, it remains underdeveloped in South Africa. The document analyzes cultural tourist motivation and consumption behaviors. It then estimates the size and characteristics of the cultural tourism market in South Africa from Europe and the US based on an analysis of tourism data and reports.
Ivanovic & Saayman, 2013. South Africa calling cultural tourists. AJPHERDMilena Ivanovic, PhD
1. The document discusses cultural tourism in South Africa, which remains underdeveloped despite the country's cultural resources and emphasis on culture in marketing.
2. It analyzes tourism data and reports to estimate the size and characteristics of South Africa's international cultural tourism markets from Europe and the US.
3. Key findings indicate that cultural tourists, who are highly educated and spend more, represent a significant portion of visitors from these regions. However, lack of data in South Africa makes it difficult to inform strategic cultural tourism development.
This document discusses sales models and target markets for tourism businesses in Chocó, Colombia. It describes the direct and indirect sales models. In direct sales, businesses sell directly to independent travelers (FITs) but it requires more work. In indirect sales, businesses sell through tour operators who add costs but provide access to more markets. The document then profiles different traveler segments in Chocó, including backpackers, young professionals, baby boomers, and those interested in experiential, nature-based, authentic, and active adventure tourism. It emphasizes understanding travelers' needs and marketing authentically to different segments.
This document provides an overview of the Latin American travel market to the United States. Some key points:
- Mexico is the largest Latin American travel market to the US, with over 18 million visitors in 2014, accounting for nearly 25% of all international visitors.
- Florida is the top destination for Latin American visitors, with Miami receiving over 3 million visitors in 2014. However, visitors from countries like Brazil explore beyond Florida.
- Latin American visitors spend over $1,000 on average during their trips, more than any other international market besides Canada and China.
- Popular activities for Latin American visitors include shopping, sightseeing, amusement parks, and dining. Growth in visitation from countries like Brazil,
US tourism report is Stark Tourism Forum's compilation of data from various sources on US tourism. It gives a clear picture of the status of tourism in US and has the latest available statistics
The marketing brief summarizes a plan to offer educational trips abroad through the University of Washington Bothell. It provides an analysis of the market opportunity, recommendations, and a marketing strategy. Key points include:
- A survey found most respondents would consider educational trips and were interested in learning about culture and volunteering.
- Competitors offer similar programs but UWB could differentiate by focusing on volunteering and having local resources.
- The target market is over 140,000 people enrolled in public universities in the local area.
- The strategy involves developing trips to different countries, competitive pricing, and promoting through social media to raise awareness of the new program.
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
This document provides an agenda and information for a meeting to discuss nature-based tourism development in River Canyon Country. The morning agenda includes introductions, reviewing the community's tourism vision, defining nature-based tourism, understanding local assets, and identifying target market segments. The afternoon focuses on strategy development, including identifying infrastructure, business, and marketing opportunities and prioritizing projects. The document also provides background on nature-based tourism industry trends, examples of successful nature-based destinations, and Oregon's outdoor recreation economy and participation rates to inform the discussion.
This campaign plan summary proposes a social media strategy for the Utah Office of Tourism, Film, and Global Branding to increase tourism in Utah. The strategy aims to significantly increase followers on UOT's social media pages to expose more people to Utah's travel opportunities. It will utilize the existing "Life Elevated" theme which promotes Utah's majestic landscapes and adventures. Research found that while people are willing to travel to Utah, they lack specific travel plans due to limited knowledge of destinations. The campaign will target 18-25 and 26-32 year olds within 1,000 miles through inspirational social media content to position Utah as a top Western travel destination.
Vends Africa Travel and Tourism Social Media Index - June 2016.Vends Media
We’re delighted to introduce you to VENDS’ first Travel and
Tourism Social Index for Africa – the most in-depth study to date of the use of social media across the tourist boards, national
airlines and leading hotels of Africa.
This document summarizes a presentation given by Robert Stackpole from the U.S. Department of Commerce on international travel to the U.S. It discusses how international travel accounts for a large portion of tourism spending and jobs. It provides data on the top international markets for travel to the U.S. in 2013, including visitor numbers and spending from countries like Canada, Mexico, the UK, Japan, and Brazil. Forecasts predict continued growth in international visitors between 2014-2018, with particularly strong increases expected from countries like China, Brazil, and others.
The Link between Tourists’ Motivation, Perceived Value and Consumer Loyalty: ...inventionjournals
The document summarizes a research study that examined the relationship between tourists' motivation for attending a film festival in Zanzibar, their perceived value of the experience, and loyalty to the festival. The study found that motivation factors like relaxation, cultural knowledge, family togetherness, and prestige influenced tourists' participation. While motivation did not directly impact loyalty, perceived value had a significant mediating relationship between motivation and loyalty. The study utilized surveys of international tourists attending the Zanzibar International Film Festival to understand these relationships and their implications for destination branding through cultural events.
2013 Travel&Tourism Trends from World Travel MarketDavid Mora
Informe elaborado por EuroMonitor que recoge las principales tendencias y previsiones para el sector turístico, presentado en la World Travel Market 2013.
Mexico is experiencing growth in medical tourism and retirement living. It earned $1.44 billion from international tourism in January 2014 alone. Its affordable, high quality healthcare is attracting American and Canadian retirees seeking affordable retirement options. Developments in places like Rocky Point, Mexico are poised to capitalize on this growing market by offering affordable senior living communities and healthcare services for international retirees.
Dokumen tersebut membahas tiga jenis penguat transistor, yaitu penguat common base, common emitor, dan common collector. Penguat common base memiliki isolasi tinggi antara output dan input serta impedansi input tinggi, sehingga cocok untuk preamplifier. Penguat common emitor sering digunakan pada penguat frekuensi rendah karena output berlawanan fase dengan input. Sedangkan penguat common collector cocok sebagai buffer karena memiliki impedansi input tinggi dan output rendah.
22 10 - painel reflexões e práticas de gestão por competências limites e poss...Thiago Souza Santos
O documento discute os conceitos, cenário de surgimento e implantação, problemas e limitações da gestão por competências. A gestão por competências visa gerenciar as habilidades necessárias para os objetivos organizacionais. Surgiu na década de 1990 devido a mudanças no trabalho. No Brasil, é comum falta de articulação conceitual e descolamento dos objetivos estratégicos.
- Tourism is the most effective way to promote the European Union and its history, culture, and attractions. It encourages both competition and cooperation among EU member states.
- As an industry, tourism widely distributes economic benefits to both urban and rural areas and helps preserve cultural heritage. It also enhances cultural exchange and a sense of European community.
- Changing demographics, health trends, education levels, work pressures, and experiences will shape future tourism demand in Europe. An aging population, smaller households, and greater health awareness will drive specific types of demand.
Though I have been working in the technology industry, I always think a professional marketer needs to be able to promote an idea, a product, a service, a city, a state, and even a country. I try to think like a marketer in the tourism industry and think about how to promote this beautiful state to more Asian tourists. Feel free to let me know if I miss anything and comments are always welcome. ;-)
In 2011, the University of Minnesota Tourism Center conducted a profile of Irish Fair of
Minnesota attendees. Several attendee characteristics were of interest beyond
demographics, including information sources used to hear about the fair, spending habits,
most enjoyable fair attributes, satisfaction, means of transportation, and willingness to pay
a potential admission charge. To that end, a questionnaire was developed and administered
to a sample of Irish Fair of Minnesota attendees.
Local Economic Development by Promoting Cultural Events and TourismKevin Choi
This document discusses several cultural events and tourism promotions in East Lansing, Michigan and how they benefit the local economy. It describes annual events like the Summer Solstice Jazz Festival, Great Lakes Folk Festival, and East Lansing Arts Festival. These events attract thousands of visitors each year and support local businesses through increased spending. The document also analyzes the demographic characteristics of the local population and visitors to determine what types of events would be most successful.
Ivanovic & Saayman, 2013. South Africa calling cultural tourists. AJPHERDMilena Ivanovic, PhD
This document discusses cultural tourism in South Africa. It provides an overview of cultural tourism trends globally and in South Africa. While cultural tourism makes up a large portion of tourism worldwide, it remains underdeveloped in South Africa. The document analyzes cultural tourist motivation and consumption behaviors. It then estimates the size and characteristics of the cultural tourism market in South Africa from Europe and the US based on an analysis of tourism data and reports.
Ivanovic & Saayman, 2013. South Africa calling cultural tourists. AJPHERDMilena Ivanovic, PhD
1. The document discusses cultural tourism in South Africa, which remains underdeveloped despite the country's cultural resources and emphasis on culture in marketing.
2. It analyzes tourism data and reports to estimate the size and characteristics of South Africa's international cultural tourism markets from Europe and the US.
3. Key findings indicate that cultural tourists, who are highly educated and spend more, represent a significant portion of visitors from these regions. However, lack of data in South Africa makes it difficult to inform strategic cultural tourism development.
This document discusses sales models and target markets for tourism businesses in Chocó, Colombia. It describes the direct and indirect sales models. In direct sales, businesses sell directly to independent travelers (FITs) but it requires more work. In indirect sales, businesses sell through tour operators who add costs but provide access to more markets. The document then profiles different traveler segments in Chocó, including backpackers, young professionals, baby boomers, and those interested in experiential, nature-based, authentic, and active adventure tourism. It emphasizes understanding travelers' needs and marketing authentically to different segments.
This document provides an overview of the Latin American travel market to the United States. Some key points:
- Mexico is the largest Latin American travel market to the US, with over 18 million visitors in 2014, accounting for nearly 25% of all international visitors.
- Florida is the top destination for Latin American visitors, with Miami receiving over 3 million visitors in 2014. However, visitors from countries like Brazil explore beyond Florida.
- Latin American visitors spend over $1,000 on average during their trips, more than any other international market besides Canada and China.
- Popular activities for Latin American visitors include shopping, sightseeing, amusement parks, and dining. Growth in visitation from countries like Brazil,
US tourism report is Stark Tourism Forum's compilation of data from various sources on US tourism. It gives a clear picture of the status of tourism in US and has the latest available statistics
The marketing brief summarizes a plan to offer educational trips abroad through the University of Washington Bothell. It provides an analysis of the market opportunity, recommendations, and a marketing strategy. Key points include:
- A survey found most respondents would consider educational trips and were interested in learning about culture and volunteering.
- Competitors offer similar programs but UWB could differentiate by focusing on volunteering and having local resources.
- The target market is over 140,000 people enrolled in public universities in the local area.
- The strategy involves developing trips to different countries, competitive pricing, and promoting through social media to raise awareness of the new program.
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
TripBarometer : les tendances du tourisme en 2016Ipsos France
TripBarometer est la plus importante enquête sur les voyageurs et l'hébergement à l'échelle mondiale. Elle analyse plus de 44 000 réponses de voyageurs et d'hôteliers des quatre coins du globe. Pourquoi les personnes voyageront-elles en 2016 ? Comment ces voyageurs décideront-ils quoi faire et où séjourner ? Dépenseront-ils plus ou moins qu'en 2015 ? Quel est l'impact de leurs choix sur le secteur du tourisme dans son ensemble ? Notre dernière enquête TripBarometer répond à toutes ces questions et à bien d'autres encore.
This document provides an agenda and information for a meeting to discuss nature-based tourism development in River Canyon Country. The morning agenda includes introductions, reviewing the community's tourism vision, defining nature-based tourism, understanding local assets, and identifying target market segments. The afternoon focuses on strategy development, including identifying infrastructure, business, and marketing opportunities and prioritizing projects. The document also provides background on nature-based tourism industry trends, examples of successful nature-based destinations, and Oregon's outdoor recreation economy and participation rates to inform the discussion.
This campaign plan summary proposes a social media strategy for the Utah Office of Tourism, Film, and Global Branding to increase tourism in Utah. The strategy aims to significantly increase followers on UOT's social media pages to expose more people to Utah's travel opportunities. It will utilize the existing "Life Elevated" theme which promotes Utah's majestic landscapes and adventures. Research found that while people are willing to travel to Utah, they lack specific travel plans due to limited knowledge of destinations. The campaign will target 18-25 and 26-32 year olds within 1,000 miles through inspirational social media content to position Utah as a top Western travel destination.
Vends Africa Travel and Tourism Social Media Index - June 2016.Vends Media
We’re delighted to introduce you to VENDS’ first Travel and
Tourism Social Index for Africa – the most in-depth study to date of the use of social media across the tourist boards, national
airlines and leading hotels of Africa.
This document summarizes a presentation given by Robert Stackpole from the U.S. Department of Commerce on international travel to the U.S. It discusses how international travel accounts for a large portion of tourism spending and jobs. It provides data on the top international markets for travel to the U.S. in 2013, including visitor numbers and spending from countries like Canada, Mexico, the UK, Japan, and Brazil. Forecasts predict continued growth in international visitors between 2014-2018, with particularly strong increases expected from countries like China, Brazil, and others.
The Link between Tourists’ Motivation, Perceived Value and Consumer Loyalty: ...inventionjournals
The document summarizes a research study that examined the relationship between tourists' motivation for attending a film festival in Zanzibar, their perceived value of the experience, and loyalty to the festival. The study found that motivation factors like relaxation, cultural knowledge, family togetherness, and prestige influenced tourists' participation. While motivation did not directly impact loyalty, perceived value had a significant mediating relationship between motivation and loyalty. The study utilized surveys of international tourists attending the Zanzibar International Film Festival to understand these relationships and their implications for destination branding through cultural events.
2013 Travel&Tourism Trends from World Travel MarketDavid Mora
Informe elaborado por EuroMonitor que recoge las principales tendencias y previsiones para el sector turístico, presentado en la World Travel Market 2013.
Mexico is experiencing growth in medical tourism and retirement living. It earned $1.44 billion from international tourism in January 2014 alone. Its affordable, high quality healthcare is attracting American and Canadian retirees seeking affordable retirement options. Developments in places like Rocky Point, Mexico are poised to capitalize on this growing market by offering affordable senior living communities and healthcare services for international retirees.
Dokumen tersebut membahas tiga jenis penguat transistor, yaitu penguat common base, common emitor, dan common collector. Penguat common base memiliki isolasi tinggi antara output dan input serta impedansi input tinggi, sehingga cocok untuk preamplifier. Penguat common emitor sering digunakan pada penguat frekuensi rendah karena output berlawanan fase dengan input. Sedangkan penguat common collector cocok sebagai buffer karena memiliki impedansi input tinggi dan output rendah.
22 10 - painel reflexões e práticas de gestão por competências limites e poss...Thiago Souza Santos
O documento discute os conceitos, cenário de surgimento e implantação, problemas e limitações da gestão por competências. A gestão por competências visa gerenciar as habilidades necessárias para os objetivos organizacionais. Surgiu na década de 1990 devido a mudanças no trabalho. No Brasil, é comum falta de articulação conceitual e descolamento dos objetivos estratégicos.
22 10 - painel seleção e mobilidade funcional em órgãos públicos práticas par...Thiago Souza Santos
O documento descreve o processo de identificação de competências, habilidades e atitudes (CHA) em novos funcionários do Instituto de Infectologia Emílio Ribas em São Paulo. O objetivo era mapear os talentos dos ingressantes para alocá-los de forma assertiva nas áreas e serviços mais adequados, considerando também os desafios de integrar uma nova força de trabalho. O CHA foi aplicado após a posse e os resultados serão avaliados após um ano para medir os indicadores e obter feedback.
This document discusses trends and issues related to ecotourism and sustainable tourism. It provides an overview of key concepts like ecotourism, definitions from organizations like TIES, and consumer behavior trends showing growing interest in green travel. Challenges are outlined, such as the lack of consistent data. Global and local events are highlighted that bring together students and professionals in this field. Guidelines for voluntourism are also mentioned.
This document discusses the impact and role of tourism in Washington County. It notes that tourism generates $800 million in annual visitor spending, supports 8,500 jobs, and provides $9 million in tax revenue, reducing personal taxes by $1,276 annually. Tourism has also funded infrastructure projects like the DSU Human Performance Center and Snake Hollow Bike Park. The majority of out-of-state visitors spend time in St. George and Springdale. The document outlines the roles and objectives of the tourism organization, including unifying entities, maximizing revenues, growing tourism responsibly, and communicating benefits to the community.
The document discusses branding and marketing strategies for tourism in India. It analyzes factors like cultural and geographic diversity, infrastructure challenges, and competitors. The proposed strategy is to shift from promoting India as an "exotic" destination to one that emphasizes adventure tourism. A reality TV style game show called "ASAP" would be created to select international contestants to complete tasks while visiting historic and natural sites in India. Digital media, TV, radio, and print would raise awareness of the brand and promote India as a complete experience with elements of thrill. The goal is to attract more tourists and increase tourism revenues through an adventure-focused campaign.
This document provides an overview of tourism data and the Pure Michigan marketing campaign in Michigan. Some key points:
- Hotel occupancy, average daily rates, and revenue per room in Michigan were up in 2012 compared to 2011, reaching highest levels since 2004.
- Total visitor spending in Michigan reached $17.7 billion in 2011, up from previous years. Various types of travel saw increases.
- The Pure Michigan campaign has increased out-of-state trips and spending since 2006. The 2012 campaign motivated 3.8 million trips spending $1.1 billion.
- Awareness of the Pure Michigan campaign has increased both regionally and nationally since 2010. The campaign won several advertising awards in 2012.
- The
Adventure travel industry growth statsv2Kelsey Albert
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1. 2
ANTICIPATE GREATNESS
Utah Travel & Tourism
Contributors: Emma Vinchur, Maddie Hill, Lauren Stolhmann, Michaella Benes, Brett Dettmer, Natasya Ong
2. 3
TA B L E O F C O N T E N T S
Executive Summary... 4
Situational Analysis ... 5
SWOT Analysis ... 18
Creative Objectives... 19
Theme & Tone... 20
Creative Brief ... 21
Campaign Tactics ... 22
Media Objectives... 24
National Media Buy ... 25
Media Breakdown... 40
Campaign Evaluation ... 43
Works Cited... 44
3. 4
E X E C U T I V E S U M M A RY
Utah possesses five national parks, seven
national monuments, and is home to the
“greatest snow on earth.” In relation to travel
and tourism, Utah faces two problems: the
misconception that Utah isn’t a “traditional”
vacation destination and the fact that there are
several states, both surrounding and distant, that
Utah must compete with regarding out-of-state-
spending for winter sports.
With Utah’s 2015/2016 winter campaign the
objective is to address these problems by use of
effective advertising and marketing strategies.
Using a multifaceted platform with several
medias, the campaign will successfully introduce
ways to attract a target audience.
Because Utah is already successful in attracting
family oriented travelers, our target demographic
is younger couples and singles, ages 25-35,
who don’t have children and have sufficient
disposable income. In order to reach the
target audience the campaign will be present
throughout multiple medias such as: television,
internet, outdoor, social media, and magazines.
By utilizing a recurring theme throughout all
media which consists of bold colors, scenic
landscapes, and majestic imagery, the campaign
will have a more holistic approach.
With this forthcoming Winter 2015/2016
campaign, Utah promises a matchless and
unforgettable winter travel adventure. Anticipate
greatness and experience for yourself what Utah
has to offer.
4. 5
SITUATIONAL ANALYSIS
Brand History & Background
Financial
The Office of Tourism’s funding comes from
three sources: the General fund, the Tourism
Marketing Performance fund, and the Transportation
fund. The General Fund provides the base
operations budget of at least $4 million per year.
The Tourism Marketing Performance fund is tied to
the Office of Tourism’s performance - the amount
of money is derived from a formula that takes into
account performance over the last four years based
on increases in sales tax revenue for 21 tourism
related industries. The Transportation Fund is used
specifically for the welcome centers across the state.
The budget itself falls into four major
categories: Administration,Operations and
Fulfillment, Marketing and Advertising, and Film
Commission.
0
2
4
6
8
Film
Commision
Operations &
Fulfillment
AdministrationMarkeing &
Advertising
Utah Office ofTourism Budget
Departments
Dollars(inmillions)
748,700
7,000,000
2,574,500
988,299
5. 6
SITUATIONAL ANALYSIS
Tourism brings in approximately
$842 million in revenue to the state
each year. It pays for roads, schools,
and decreases tax dollars for Utah
households. In 2013, tourists, travelers
and recreationists contributed $7.8 billion
in Utah’s economy. $6.4 billion (85%) of
that was out of state spending, meaning
it augmented and added outside dollars
to Utah’s economy. From 2013 to 2014,
tourism-related taxes increased from
8% to 19%. Overall, visitor spending has
increased 23% from 2009 to 2013.
The non-winter campaign of 2014
resulted in $591 million in incremental
spending, which was a 52% increase
over the $389 million generated by 2013
marketing efforts.
Reputation
Utah’s travel and tourism is known for
putting emphasis on family/family travel
(Utah is a hub for the LDS church, which
put a strong emphasis on family and their
family groups are typically large.) Being
a part of the Rocky Mountain range, the
state is known for great landscapes and
environments, including state parks and
ski resorts. 87% of non-resident and 90%
of residents reported being “extremely/
very satisfied” with their Utah travel
experience.
Because the state is the base of
operations for the LDS church, there is
also the negative connotation of the
state being highly conservative and
close-minded. This could be a deterrent
for travelers, who may not want to, or
be willing to, deal with the traditionalist
culture of Utah.
Company Trends
Since 2005, there has been more
and more emphasis placed on the
travel and tourism department, with
more aggressive advertising campaigns
showcasing the national parks and ski
resorts. From 2013 to 2014 there was a
52% increase in incremental spending
for tourism and according to Jennifer
Leaver, a University of Utah David Eccles
School of Business research analyst,
“Utah may experience a greater influx of
Chinese tourists in 2015 due to recently
relaxed visa regulations, and a strong U.S.
economy coupled with lower gas prices
could fuel greater domestic travel to Utah
as well.”
Insights
Utah places such an importance on
travel and tourism (i.e. funding), so it can
be easily predicted that that sector of
their economy will continue to grow. The
state knows how to create advertisements
that appeal to multiple demographics. A
large sector of the job market is tied into
travel and tourism, and Utah recognizes
by increasing tourism profit it is in turn
creating more jobs and higher wages
for state citizens. Despite the overall
conservative tone of the state, larger
cities, such as Salt Lake, have proven to
be very culturally diverse, allowing the
state to still offer a wide appeal.
6. 7
SITUATIONAL ANALYSIS
Product Analysis
Features of Utah:
• Wasatch front of the Rocky
Mountains
• Mormon Tabernacle Choir
• Well-maintained, clean
• 5 world-renowned National Parks
• Sundance Film Festival
• Olympic Legacy Park
• Park City
• Urban life of Salt Lake City
• Springville Museum of Art
• Utah Museum of Fine Art
• Twilight Concert Series
• Red Rock Festival
• Tanger Shopping Outlets
• University of Utah and Brigham
Young University sporting events
Benefits of the features:
• Urban life within close proximity of
park and ski destinations
• Variety of activities to cater to any
personality or lifestyle
• Comfortable, safe place to travel with
children
• Availability of diverse shopping,
restaurant, and entertainment
• Musical and artistic education and
participation opportunities
Brand Personality:
Utah is adventurous because
of its access to high energy outdoor
adventures, well-rounded because of
the variety of activities and experiences
offered within the state, adaptable
because of its ability to cater to multiple
age groups, personalities, lifestyles,
budgets, and interests, and spontaneous
because of the convenience of having
a diverse array of activities near to one
another.
7. 8
SITUATIONAL ANALYSIS
Consumer Analysis
Age:
Based on the research and interviews
conducted, the consumers who travel
to Utah are those who are around the
ages of 45 to 64. Out of these people
who are interested in traveling to Utah,
they are travelling for leisure rather than
business or other reasons. Based on this
observation, it is safe to conclude that
many families travel together to Utah.
Income:
According to MRI+ data, those who
have a household income between
$75,000 and $150,000 are more likely
to travel to Utah. People who fall into
this group are 31-100% more likely to
travel to Utah than those who have a
lower income. These consumers have a
substantial expendable income for travel.
Education:
Consumers who have earned a college
degree or higher are about 50% more
likely to travel to Utah compared to those
who have not earned a college degree.
Those who earn a college degree make
more money over their lifetime, thus
having more money for potential travel.
According to the Los Angeles Times,
college graduates earn 84% more in a
lifetime than those who did not receive
a college degree. This equates to nearly
over a million dollars in a lifetime.
Geographic:
Consumers who live in the Western
region of the country, which consists of
the states: Arizona, California, Colorado,
Hawaii, Idaho, Montana, Nevada, New
Mexico, Oregon, Washington, and
Wyoming, have a higher likelihood to
travel to Utah. Utah is also a stated
located in Western United States.
These consumers are 121% more
likely to travel to Utah than any other
consumers. According to the article by
The Huffington Post Travel, airfares have
increased. The corporate combinations
eliminated so much competition that in
some markets, airlines can now set their
own prices. This takes a toll on tourism
because consumers are likely, to instead,
drive to destinations that are closer to
where they live which explains why the
majority of consumers visiting Utah are
from the West.
8. 9
SITUATIONAL ANALYSIS
Consumer Analysis: Interview Data
Based on the interviews conducted
with consumers, many people mentioned
Utah’s national parks and the outdoors.
When asked what the first word was that
came to mind when they heard Utah
nearly every consumer answered with
something that relates to the scenery
and outdoor experiences Utah has to
offer. When consumers are thinking
about visiting Utah one of the main
components that motivates them are
the national parks and the natural,
outdoor setting Utah provides. When
visiting Utah and its many national parks,
consumers are looking for a peaceful,
family-friendly atmosphere. Those people
who desire these traits when choosing
a destination are people who are
adventurous, curious, and also laid back.
When asked about what they are
looking for in a vacation, specifically, one
consumer stated, “I guess the adventure.
I just like experiencing new things.”
Another consumer stated, “I love to travel
just to experience nature.” This means
that based on consumer wants, Utah
has a strong advantage to meet their
wants based on what the state has to
offer.
On a vacation, most consumers
want time to relax and to keep their
minds off work. With the breathtaking
scenery and camping in the National
Parks, consumers are able to have an
escape from their busy schedules. Some
consumers are more adventurous and
want to experience new activities. Utah’s
National Parks offers a wide range
of activities such as bicycling, hiking,
canyoneering, horseback riding, and to
go on river trips. All these activities are
perfect for thrill-seekers. Not only that,
they could experience skiing at Utah’s
ski resorts. Utah has the most national
parks out of any state in the country
and also has world-renowned ski
resorts, offering consumers the best of
both worlds when it comes to outdoor
activity.
9. 10
SITUATIONAL ANALYSIS
Competitive Analysis
According to the table to the right,
the activity that consumers engage most
in during vacations are visiting beaches
followed by attending specific events.
0
10
15
20
25
Beach National
Park
Backpacking/
Hiking
Specific
Event
Total Consumers based on Vacational Activities
Activites on Vacation
TotalnumberofConsumers(inmillions)
30
Skiing
10. 11
SITUATIONAL ANALYSIS
Competitive Analysis
Utah’s main attractions are the
national parks and ski resorts. This is
where Utah loses out when it comes to
activities because according to the data,
only 17% of consumers visits National
Parks during vacations. Therefore, states
that have beaches, such as California
and Florida, would be considered Utah’s
competitors because the majority of the
consumers would want to travel there to
visit the beaches.
States that are also famous for
their national parks are also considered
competition. Colorado’s main attractions
are also the parks and ski resorts such as
the Rocky Mountain National Park, Pikes
Peak in Pike National Forest, and Eldora
Mountain Resort. Tourists can enjoy both
the beauty of nature and ski. However,
since Colorado legalized marijuana, the
state could be considered not as family-
friendly as Utah.
According to Newsweek,“Colorado’s
pot culture included increased use among
teens, resulting in educational problems
in middle schools and high schools, a
spike in “edibles”-related emergency
room visits, consumption by children and
pets resulting in illness and death and
regulatory confusion surrounding public
consumption and enforcement”. This
gives Utah an upper hand of attracting
more families as compared to Colorado.
Colorado advertises itself through
the slogan “Come to Life”, where they
encourage consumers to get up and live
life and that adventure is out there. It
is very generic and is adventure-driven.
Their attractions were not highlighted.
Their ad campaign would attract more of
the younger generations – millennials.
Utah also has a stronger advertisement
campaign in terms of promoting
“The Mighty 5” – their five national parks.
Aside from Colorado, Wyoming
has the biggest national park in the
United States with Yellowstone National
Park. This park is a major destination
for target audiences of all ages and it
is family-friendly. Yellowstone National
Park offers a wider range of activities as
compared to the national parks in Utah.
While Wyoming does has the largest and
perhaps most famous national park in the
country, Utah also has world-renowned ski
resorts, which are better recognized than
Wyoming’s ski resorts.
In terms of advertising campaigns,
Wyoming’s slogan is “Forever West.”
They used a more rustic color pallet. In
their tourism website, it showcases more
of the western feel like horses, canyons,
and wide-open spaces. There is no
specification on the attractions.
11. 12
SITUATIONAL ANALYSIS
Market Analysis
Below are graphs detailing six different demographics and populations when referring to travel to Utah/Colorado. All data was
collected from MRI+ database.
0
10
20
30
40
18-24 35-44 45-5425-34
Age
Age Range
Population(inmillions)
50
55-64 65+
0
20
40
60
80
NoCollege Didnot
graduate
HighSchool
Graduated
HighSchool
Post-
Graduate
Education
Level of Education
Population(inmillions)
10
Atteded
College
Graduated
CollegePlus
14. 15
SITUATIONAL ANALYSIS
Market Analysis
Graph Interpretation
To the left is a graph compiling the
highest index numbers from each
demographic category. The index
number is the likelihood that the
consumer will engage with the product.
The numbers listed the graph are all over
100%, meaning there is an above average
likelihood these consumers will travel to
Utah/Colorado.
0%
50%
100%
150%
Gender Income
150,000+
Graduated:
CollegePlus
Age55-64
HighestIndexNumbers
DemograhicInformation
West
Geographic
area
Ethnicity:
White
Likelihoodgroup
willengagein
travel
bypercent
(over100%)
1% 1%
7%
35%
47%
100%
41%
51%
121%
5% 10%
22%
TravelintheU.S.
TraveltoUtah/Colorado
15. 16
SITUATIONAL ANALYSIS
Market Analysis
Gender
There’s no overwhelming data in
favor of either gender when it comes
to travel. Women are 1% more likely to
travel to Utah/Colorado, along with U.S.
travel in general. Men are 1% less likely to
travel to Utah/Colorado. The same can be
said for their U.S. travel habits.
Age
The age group of 55-64 has the
highest likelihood of traveling to Utah/
Colorado, with 35%, followed by the
age group of 45-54 at 21%. There is not
as much difference with this age group
from traveling to Utah/Colorado versus
traveling within the whole U.S.
Income
The household income of $150,000+
is one of the two groups of interest.
Consumers with incomes of $150,000+
are far above average in terms of
traveling to Utah/Colorado - 100%
more likely. Overall, people that make
$150,000+ are 47% more likely to engage
in travel within the U.S.
The other household income that is of
interest in this group is $75,000-$149,999.
Consumers in that sector are 31%
more likely to engage in travel to Utah/
Colorado. The people that make $75,000-
$149,999 are 32% more likely to engage
in travel within the U.S. This is one of the
few groups where the travel within the
U.S. is more likely than the travel to Utah/
Colorado.
Education
The education level of an
undergraduate degree plus further
schooling is one of the two groups
of interest within education. College
graduates and further college educated
consumers are 51% more likely to travel
to Utah/Colorado. There is not much
difference between the people who
graduated college+ that engage in travel
to Utah/Colorado versus the people
that graduated college+ who engage
in travel within the U.S. The people
who graduated college+ are 41% more
likely to engage in travel within the U.S.
The education level of postgraduate
is the other group within education
that is of importance. People that are
postgraduates are 44% more likely to
travel to Utah/Colorado. Postgraduates
are also 48% more likely to travel within
the U.S.
16. 17
SITUATIONAL ANALYSIS
Market Analysis
Geographic Area
The West U.S. is the highest group
of interest when referring to geographical
location of consumers. People who live
in the West U.S. are 121% more likely to
travel to Utah/Colorado. This is quite a
difference from the people who live in
the West U.S. that travel within the U.S.,
which is 5% more likely to travel. The
West U.S. demographic is the largest by
20% out of all regions of the U.S.
Ethnicity
The highest group of interest within
ethnicity is Caucasian. These consumers
are 22% more likely to travel to Utah/
Colorado, and are 10% more likely to
travel overall within the United States.
17. 18
SITUATIONAL ANALYSIS
SWOT Analysis
Strengths:
• Success of current “Mighty
5” campaign
• Family friendly environment
• Diverse activities that
appeal to all visitors
• Kind reputation of locals
• Five national parks and
seven national monuments
Weaknesses:
• Isn’t ‘typical’ vacation
destination
• Lack of numerous urban
cities
• Level of conservatism in
state could deter a wider
range of visitors
Opportunities:
• Reach a larger population
to educate about tourism and
travel
• Building on the positive
momentum of the “Mighty 5”
campaign
• Renewal of investments in
attractions and events
• Continued improvements of
infrastructure
Threats:
• Competition from other
vacation destinations both
surrounding and distant
• Rising expense of airfare/
plane tickets
• 5.2% decrease in ski visits in
2014 due to poor snow season
• Inclement weather prevents
visitors from experiencing
some seasonal attractions
• More consumers on average
visit Colorado for skiing/winter
sports
18. 19
CREATIVE BRIEF
Objectives
Advertising/Communication
1. Increase awareness of Utah as a travel
destination for winter sports by the
end of the 2015-2016 ski season
Marketing
1. Increase out-of-state spending by
15% during the 2015-2016 ski season
(November 2015- March 2016)
2. Increase ski visits by 8% during the
2015-2016 ski season
19. 20
CREATIVE BRIEF
Branded Product: Utah Travel and
Tourism
Brand Promise: Visiting Utah will
provide a diverse and unique winter travel
experience
Brand Personality: Adventurous,
spontaneous, and diverse
The Opportunity Is: To shift
perceptions of the state’s winter tourism
options in the minds of young singles/
young couples with no kids
To These People:
• Young singles/young couples with no
kids (25-35)
• Young, active, looking for
excitement, enjoys the outdoors,
post-grad working professionals (with
adequate disposable income)
Our Proposition Is: With the
forthcoming Winter 2015/2016 campaign,
Utah promises a matchless and
unforgettable winter travel adventure.
And They Will Believe It Because:
• “87% of non-resident and 90% of
residents reported being “extremely/
very satisfied” with their Utah travel
experience.”
• Tourism-related tax revenue grew 43%
from 2010 to 2014
• From 2013 to 2014 there was a 52%
increase in incremental spending for
tourism
• In 2014, Utah national parks set an all-
time record of 7.2 million total visits
Positioning Statement for Branded
Product:
To young professionals age 25-
35, Utah is the brand of potential
vacation destinations that will provide
a diverse and unique winter travel
experience because of our forthcoming
Winter 2015/2016 campaign. Our
brand personality is adventurous,
spontaneous, and diverse. Our
positioning is travel destinations/states
within the Rocky Mountains.
20. 21
CREATIVE BRIEF
Campaign Theme - Utah: Anticipate Greatness
Tonality: Bold & Impactful Unifying Ideas:
• Landscape shots that depict active
images of people participating in winter
sports
• Feeling/tone: Adventure, Opportunity,
Creativity
o Consistent use of media, color
scheme, images, and tone
21. 22
CAMPAIGN TACTICS
Theme: Anticipate Greatness
Snapchat:
Our target audience is a younger market
and Snapchat is popular with this
demographic. Execution will include a
geotag filter and a live story feed. Our
geotag filter would resemble a winter
sports theme.
Instagram:
Sponsored images and videos in
user’s’ feed, along with creation
and implication of the the hashtag:
“#anticipategreatness.” The platform
allows user interaction and engagement
with our brand along with being able
to connect with other consumers
and showcases Utah’s attractions and
landscape.
Twitter:
The hashtag, #anticipategreatness, will be
used on Twitter, along with purchasing a
promoted tweet and regular activity on the
Travel Utah Twitter account.
Youtube:
Run ads over and around relevant content,
including banner and sidebar ads, along
with pre-roll ads. Allows easy target to
consumers who are already interested in
winter sports and other related content.
Spotify:
Creation of a “Winter Sports” playlist,
with emphasis on Utah artists (Imagine
Dragons, The Killers, Neon Trees, The
Used) along with running ads for non-
premium users. Spotify is an effective
platform because music can be used to
excite current and potential visitors.
Magazines:
Based on the MRI+ quintitle data,
Magazines hold some of the highest index
numbers compared to other forms of
media. Running ads in both Ski and Sierra
magazine will broadcast our campaign to
an already interested audience.
Billboard:
According to the MRI+ data, the index
numbers in the first two quintiles are
higher than average, showing that
outdoor advertising is effective for our
target audience. Billboards will be placed
according to the traffic of certain areas and
where our target audience most frequents.
22. 23
CAMPAIGN TACTICS
Theme: Anticipate Greatness
Internet digital ads:
According to MRI+, the websites that
our target most frequents (higher than
average index numbers) include Weather
Underground, Priceline, and Orbtiz. We
can target our audience through the use
of Internet cookies to identify searches
that are relevant to winter travel and
sports, along with utilizing display ads.
TV:
TV allows for the incorporation of
sound, therefore we can emphasize our
advertising tone: “bold and impactful.”
TV allows for powerful visuals and
audio, and the ability to effectively and
efficiently reach a large audience. TV ads
will be run during sporting events and on
relevant sporting channels.
PR Pitch: Tessa Barton
Barton is a lifestyle based out of Salt Lake
City. Our pitch to her would be a blog post
highlighting her favorite parts of Utah and
how living in Utah inspires her music and
art. Tessa fits the age of our demographic
and can easily relate and create content
that young professionals, particularly
women, will enjoy.
CityPASS
CityPASS allows visitors to bundle sight-
seeing packages, allowing unlimited
access to certain museums, galleries, all-
day ski passes, and discounts on shopping
and restaurants. It encourages visitors to
explore many parts of the area they are
in, and if so many attractions are visited,
travelers are gifted with Utah branded
merchandise.
Winter Olympian Endorsements
Since the 2002 Winter Olympics were held
in Salt Lake City, Utah Travel & Tourism
would reach out to such popular names
as Shaun White, Apollo Ono, and Kristi
Yamaguchi for endorsements to be used in
all forms of advertising and social media.
23. 24
NATIONAL MEDIA BUY
Media Objective
Reach 35% of targeted audience,
with a frequency of three times,
within a four week period.
24. 25
NATIONAL MEDIA BUY
Television
Media Projected Percent Down Index Number
Television
Quintile 1
Television
Quintile 2
Television
Quintile 3
ESPN
TV Show Type:
Soccer
TV Show Type:
Comedy/Variety
816,000 people
1,274,000 people
2,029,000 people
2,791,000 people
484,000 people
352,000 people
9%
14.1%
22.4%
30.8%
5.3%
3.9%
70
112
103
120
96
45
The table to the left showcases how
engaged our target audience is with
television. Based on the results, television
in general is not as popular as compared
to other mediums. The television shows
that are most popular among our target
audience is Fox’s American Dad and
ESPN’s Soccer programs. Television
allows us to convey our message
with not only sound, but also with
visual stimulation. The television ad
will showcase the beauty of Utah’s
national parks, ski resorts and other
attractions. Not only that, television also
provide high reach because, although
the target audience is not as engaged
with television, it still manages to reach
4,119,000 people (total quintile.) Hence,
we could also attract audiences outside
our target audiences. The commercials will
be placed either before or after American
Dad and ESPN’s soccer programs so that it
reaches our target audiences. The overall
tone,music and flow of the commercial will
connect to our slogan and hashtag.
25. 26
NATIONAL MEDIA BUY
Magazine
Media Projected Percent Down Index Number
Magazine Quintile
1
Magazine Quintile
2
Magazine Quintile
3
Ski Magazine
Sierra Magazine
United
Hemispheres
1,806,000
1,649,000
1,893,000
1,269,000
1,171,000
2,675,000
21.4% 107
98
112
331
331
306
19.6%
22.5%
1.8%
1.6%
3.5%
To the left is a table representing the MRI+
data as it relates to the magazine media
tactic. Listed first are the five magazines
quintiles, along with index numbers,
percent down statistics, and the projected
population of consumers. Beneath that are
the specific publications this campaign will
be utilizing, along with the same statistics
for the quintiles: index number, percent
down, and projected population.
As a media outlet, magazines are a
reliable option for our demographic
of those interested in winter sports
and travel. Magazines as a media rank
well, with the index number average
of the first three quintiles being 106
(rounded up from 105.66.) For the specific
publications chosen for this campaign,
the index numbers are exponentially high,
showing extreme promise in consumer
engagement. The magazine publications
listed focus on general outdoor sports and
adventuring, a demographic of readers we
want to target.
26. 27
NATIONAL MEDIA BUY
Magazine
Media Projected Percent Down Index Number
Magazine Quintile
1
Magazine Quintile
2
Magazine Quintile
3
Ski Magazine
Sierra Magazine
United
Hemispheres
1,806,000
1,649,000
1,893,000
1,269,000
1,171,000
2,675,000
21.4% 107
98
112
331
331
306
19.6%
22.5%
1.8%
1.6%
3.5%
Magazines allow the use of image to
evoke feeling and connection to a
brand. They combine information and
emotion into an attractive and visually
stimulating experience. This campaign
focuses heavily on image and inspiring a
feeling of anticipation within the viewer.
Glossy images of snow-capped mountains
and trail-blazing visitors allow a visual
representation of what the viewer could be
experiencing, what the viewer is missing
out on. It is this “seductive” quality of
magazines that make them a valuable
media tactic. They show an idealized
world and inspire a sense of wanting and
aspiration. The power of magazine images,
combined with the MRI+ data showing
their market potential, makes them an
invaluable part of Utah’s 2015/2016 winter
campaign.
27. 28
G R E A T
T H I N G S
A R E D ONE
W H E N
P E O P L E &
MOUNTAINS
M E E T
Example of
magazine ad
28. 29
NATIONAL MEDIA BUY
Outdoors
Media Projected Percent Down Index Number
Outdoors Quintile
1
Outdoors Quintile
1
Outdoors Quintile
1 2,590,000 30.7
107
92
154
21.5
18.4
1,812,000
1,554,000
The MRI data above shows that outdoor advertising is heavily effective with states
being visited. Among the five forms of media in the campaign, outdoor advertising
ranked second regarding how effective the advertising can be.
The website Clear Channel Outdoor displayed several forms of outdoor advertising
that is most effective in today’s era. Outdoor advertising will include billboards,
bus wraps, bench advertising, wallscapes, airport banners, transit shelters and city
passes. The advertisements will all be similar in that they will have pictures of winter
landscapes, inspiring messages as well as show the hashtag “#AnticipateGreatness”.
Billboards generate the highest amount of impressions per advertisement, therefore it
will be the primary form of outdoor advertising.
Outdoor advertising will also be utilized
within sporting arenas in each of the five
cities chosen. The target audience is likely
to be found watching sports in these cities
and appreciates use of latest technology.
Advertisements will flash on the
“jumbotron.” These advertisements will
be digital stills and or short clips showing
the similar advertisements within our
campaign. This means the videos will be
impactful, the stills will be of landscapes
and the hashtag will be placed at the
end of every advertisement. According
to MRI data, those who are interested
in traveling as well as winter sports are
most interested in baseball, hockey, and
football. Therefore, advertisements will be
placed in arenas that host these events.
Advertising locations will be in Salt Lake
City, Phoenix, Denver, Reno and Chicago.
The locations were chosen to advertise
according to proximity to Utah, figuring
the population of the cities, demographics
within the cities through PRIZM. There are
29. 30
NATIONAL MEDIA BUY
Outdoors
Media Projected Percent Down Index Number
Outdoors Quintile
1
Outdoors Quintile
1
Outdoors Quintile
1 2,590,000 30.7
107
92
154
21.5
18.4
1,812,000
1,554,000
specific zip code areas that were found by
using PRIZM that would be most effective
according to the demographics of the
areas (age, income, consumer spending.)
The specific zip codes chosen were due to
the highest consumer spending in the city,
the average age range of the residents
were between 25-35 years old single or
recently married with no children and their
income was moderate or slightly above
moderate.
31. 32
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
The first three sets of data represent the
MRI+ data as it relates to the internet
media tactic. Because our campaign
focused on only the first three quintiles,
the projected population, percent
down statistics, and index numbers of
the consumers were analyzed for these
quintiles and an allotted budget for this
media was dispersed accordingly. The
three sets of data illustrate websites with
the top three highest index numbers that
targeted displays will be ran on.
Internet and online advertising can deliver
effective branding as well as product
information and has multi-screen viewing
(mobile/computer). Multi-screen viewing
allows consumers to view our ads at their
fingertips while browsing the web. Internet
is an essential media to utilize based on its
averaged index numbers of each quintile
(101). Because we are focusing on a
younger, more athletic demographic with a
tailored focus on winter athletics, it would
be ideal to focus on the ESPN website.
32. 33
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
That is where the majority of the internet
media budget is going, comprising nearly
51% of internet’s allotted budget. It is
also, without a doubt, the most expensive
advertising outlet, however, there are
over 2,423,333 unique visitors each day to
the ESPN site. This gives our campaign
the ability to reach a high frequency of a
specific audience.
Points of entry roadblocks are also an
effective use of budget because it requires
the audience to manually click out of the
ad before continuing on a website, which
attracts attention to the ad. Points of entry
roadblocks comprise over 46% of the
budget for internet advertising.
33. 34
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
The remaining 3% of the budget was used
for targeted displays and Google ads.
Google ads are an effective use of budget
because targeted words may be chosen
by the advertiser that a consumer might
research and advertisements would display
accordingly. Target words for Utah’s winter
campaign may include: Utah, travel, ski,
snowboard, vacation, hiking, scenic road
trips, Colorado, cheap vacations, romantic
getaways, weekend trips, and family trips.
35. 36
NATIONAL MEDIA BUY
Social Media
Social media is an exciting and innovative
platform, which allows all advertisers and
marketers to communicate with their
audiences. It allows the marketer to target
very specific audiences, engage with
their audiences on a higher level and also
allows consumers to engage with one
another. This is particularly important in
regards to tourism. Ultimately people will
look to fellow travelers for information that
they feel is unbiased and from real people
as opposed to someone who benefits
economically from increased tourism and
is just trying to sell them on something.
One major trend in recent years is how the
increased use of internet and social media
has reshaped the way information related
to tourism is distributed among consumers
on various platforms. As an advertiser it
is vital to be present on these platforms
and engage with your consumers as well
as make it apparent to them the great
things a brand, such as Utah, has to offer
by pushing out advertisements to them.
Facebook has exceeded 1.19 billion
monthly active users. Twitter has surpassed
560 million active users. It would not be
wise to neglect the opportunities this
provides in advertising Utah on these
platforms.
A study done by Xiang and Gretzel
concluded that one in every ten Google
search related to tourism included a
reference to social media. This shows how
large of an impact social media can have
on tourism and how it stretches across
different mediums. It is absolutely crucial
for tourism to have an impact on social
media. Not only for its direct effects on
advertising to users of social media, but
ultimately social media impacts how users
use other information sources as this study
concludes.
There has been $5,417,500.00 allocated to
social media for a four week social media
campaign. Travel Utah is capitalizing on
the use of social media and the power it
holds within consumers and using it to
reach excessive amounts of viewers. The
use of trending hashtags and sponsored
tweets on Twitter, hashtags on Instagram,
ads on Facebook, as well as a 24 hour live
Snapchat story will all be used to reach
a desired audience and engage with
consumers.
36. 37
visitutah
1,489 likes
Come get your ski on with the greatest snow on
earth. Your destination awaits. Think Utah; think
YOU. #anticipategreatness
Example of promoted tweet and
Visit Utah’s Instagram feed
37. 38
NATIONAL MEDIA BUY
Media Tactics Summary
27.30%
21.30%
18.40%
14.80%
18.20%
Utah Media Budget
Social Media
Outdoors
Internet
Magazines
T.V.
The Utah 2015/2016 Winter Campaign
will feature an over arching aesthetic, with
consistent imagery, music, typography,
color scheme, and tone. Below are listed
each form of media that will be used in
the campaign, and how that media will
interact with the campaign components.
Television: The commercial will
incorporate all other mediums by
showcasing Utah’s travel website
and ways to utilize the hashtag,
#anticipategreatness, on Instagram,
Facebook, and Twitter.
Internet: The hashtag,
#anticipategreatness, will appear within
each ad and when clicked on, will link to
the trending tweets. The images within the
online ads will be the same as the images
featured on billboards, magazine articles,
television advertisements, and social
media posts/ads.
38. 39
NATIONAL MEDIA BUY
Media Tactics Summary
Magazines: Each magazine ad will
include the hashtag, #anticipategreatness,
and an invitation to follow and engage
with the Travel Utah Twitter and Facebook
page and Instagram account. The URL to
Utah’s Travel and Tourism website will also
be present.
Outdoor Advertising: Outdoor
Advertising will synchronize with all other
media advertising within the campaign
by displaying pictures and colors that
represent the tone of the campaign, using
the same font on the advertisements
and always displaying the hashtag
#anticipategreatness.
Social Media: The trending Twitter
hashtag, #anticipategreatness, will be
used on Twitter in general as well as on the
Travel Utah promoted tweet to connect
all conversation about Utah amongst the
consumers. This hashtag will also be used
on Instagram as well to unify and bring
together all content on the platform that
is being shared about Utah. Snapchat
will also be used to run a 24 hour live
Snapchat story showcasing videos and
images sent by users in Utah via a geotag.
All platforms, Facebook, Instagram, and
Snapchat will include content portraying
the impactful tone related directly to
winter sports happening in Utah.
With the combination of paid and owned
media, the overall outcome would be to
unify both and gain earned media.
39. 40
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Television
Soccer on ESPN
American Dad (FOX)
Magazines
Ski Cover 2
Ski Cover 3
Sierra Cover 2
Sierra Cover 3
United Hemipheres
Half Page Color
40. 41
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Internet
ESPN Homepage
Run of Site Display
Points of Entry
Roadblock
All Points of Entry
Roadblock
Target Display
Google Ad
Social Media
Trending Twitter Hashtag
Instagram Ad
Facebook Ad
Twitter Promoted Tweet
Snapchat Story
41. 42
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Outdoor
Arena
Bench
Buswrapping
Transit Shelter
Wallscapes
Airport Banner
Billboard
42. 43
CAMPAIGN EVALUATION
1. Amount of out of state spending to
Utah
2. Amount of visits booked at Utah winter
resorts
3. Total number of followers on social
media
4. Track frequency of hashtag use
5. Analyze demographic information of
visitors in relation to target audience
To increase awareness, out of state
spending, and ski visits to Utah among
young singles and couples ages 25-35,
the campaign will utilize social media and
a variety of advertising outlets including
T.V., magazines, Internet, and outdoor
platforms.
Total out of state spending will be
measured at the end of the campaign as
well as quarterly to look at benchmark
data, while all social media outlets
and demographic engagement will be
measured intermittently through the use of
analytics quarterly.
43. 44
WORKS CITED
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Colorado Tourism Work - Karsh Hagan - Denver Advertising
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Haun, M. (2015, June 6). The Unexpected Side Effects of
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Hsu, T. (2011, August 5). College graduates earn 84% more than
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Leaver, J. (2015, October 13). 2015 Utah Tourism Conference
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Outdoor Advertising. (n.d.). Retrieved December 7, 2015, from
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selectdemo.asp
Roam Free. Wyoming Tourism. (n.d.). Retrieved October 5, 2015.
Roy, K. (2012, July 17). Tourism growth in Utah brings success
to the state, satisfaction to the sojourner. Retrieved October 4,
2015.
Standard General Rates. 1st ed. Canoga Park, CA: California
Bench Advertising, 2015. Web. 7 Dec. 2015.
Utah Economic and Business Review: 2014, Volume 74, Number
4. (2014). Retrieved October 4, 2015.
Utah Office of Tourism Research Links. (n.d.). Retrieved October
4, 2015.
Utah tourism going strong according to a new tourism industry
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Xiang, Zheng, and Ulrike Gretzel. “Role of social media in online
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