2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE …...Digital Media Banners . Partnership’s with: •...
Transcript of 2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE …...Digital Media Banners . Partnership’s with: •...
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2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE
MARKETING PRESENTATION
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ExploreGeorgia.org Highlights
• 82% of site traffic is first time visitors
• Site traffic this year is up by more than 20%
• To date for 2011, traffic has increased nearly 50%
• In the past 12 months, we almost doubled the size of our email database
• Georgia Travel Guide requests remain higher than last year
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2011 Georgia Travel Guide
• 750,000 Circulation • 2,325,000 Total Readership • 1 million readers online
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Braves Sponsorship
Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000
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Georgia Traveler Sponsorship
Total Impressions Delivered: 5,141,214
Season 5 6 episodes in the Fall (October, November) 7 episodes in the Winter/Spring (January, February,
April). All 13 episodes are repeated late spring and summer Season 6 Production will begin in 2012
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Grant and Co-Op Print Advertising
• Six special sections featuring Georgia, 4 to 28 pages in length, delivering more than a 2 to 1 Value for our spending. • Atlanta Magazine • Five Meredith Publications including BH&G and Family
Circle • GO! Magazine • Budget Travel
Total Estimated Value: $1,455,184
• Spring Newspaper Insert featuring Grant and Co-Op partner advertisements Total Estimated Value Collinson Media: $76,000 Total Estimated Value Madden Media: $237,352
• Other Grant and Co-Op Advertisements in Southern Living, Group Tour and Georgia Magazine
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TripAdvisor Partnership
• Georgia Advertorial: 6 months • Four grant partners have equal
presence on page
• Branded drivers, garnering over 3.2MM impressions
• Georgia Tourism Sponsorship: one full year presence • Ownership of photos and some content
along with banners driving to ExploreGeorgia.org
Total package value: $106,618
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Spring/Summer Advertising Print
Circulation and Impressions
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Tourism Print Ads – Special Section
Atlanta magazine - April
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Tourism Print Ads –
Special Section Budget Travel - April
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Tourism Print Ads – Special Section Go! Magazine - March
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Digital Media Banners
Partnership’s with: • Yahoo
• WeatherBug
• ValueClick
• 20,590,520 impressions
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Quarterly Contests
• Georgia’s Grand Slam Getaway • Ultimate Georgia Vacation • Georgia’s Girlfriends’ Getaway • 80 Days of Georgia Giveaways • Homestretch Giveaway
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Georgia’s Grand Slam Getaway
Launch Date: June 15, 2010 End Date: July 15, 2010
Highlights:
• Facebook fans more than doubled
• 5,478 Facebook Fans Acquired
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Ultimate Georgia Vacation
Launch Date: July 1, 2010 End Date: July 31, 2010
Highlights:
• Increased Trip Planner usage by 60%
• Over 700 trips were planned
• Contest page had over 8,000 hits
• Facebook drove over 15,517 click- throughs on the fan page
• 6,085 Facebook Fans Acquired
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Georgia’s Girlfriends’ Getaway
Launch Date: November 2, 2010 End Date: January 3, 2010 Highlights:
• Drove over 3,000 entries
• Facebook drove over 20,000 click-throughs to the fan page
• Contest drove over 7,500 new fans to the Explore Georgia Facebook page
• Newsletter database increased by 2,152
• 7,563 Facebook Fans Acquired
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80 Days of Georgia Giveaways
Launch Date: May 2, 2011 End Date: August 23, 2011
Highlights: • 23,753 Facebook Fans Acquired
• Drove a 106% increase in Facebook fan base – resulting in 42,893 current fans
• 34,019 contest entries
• Twitter follower base increased by 21% - resulting in 13,851
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FY11 YTD Social Lead Generation
0
10,000
20,000
30,000
5,570
29781
Face
bo
ok
Life
tim
e Li
kes
435% growth in Facebook fan base
27,024 acquired Facebook fans
48% growth in Follower base
3,902 acquired Twitter Followers
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
8,102
12,004
Twit
ter
Follo
wer
s
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FY11 YTD Email Lead Generation
23,659 emails acquired since July 2010
99.8% retention of acquired without opt-out
Of email registrants, over half (65%) signed up to receive multiple emails.
12% of the email database is registered to receive all 3 Georgia Tourism emails (eCRM, Special Offers, This Week in GA).
0% 20% 40% 60% 80%
Civil War
This Week in GA
Special Offers
eCRM
1%
46%
64%
66%
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Emai
ls A
cqu
ired
2010
2011
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New Ad Campaign
Connection Point
Authentic Experiences –
Not Manufactured
Memories
Southern Sensibilities
Modern Possibilities
Genuine Georgia
Key Insight Brand Essence
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Campaign Research
We conducted research over the last year to arrive at our new positioning and to develop our new campaign
• Ethnography – one-on-one interviews in Georgia and key feeder markets
• Social Media Audit
• Focus Goups (5) in Georgia and key feeder markets
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Our Target Demographic
Women 25-54, both within Georgia and in surrounding states, who act as the key influencer in planning vacation time for them and their loved ones
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The Georgia Experience brings a contemporary and modern feel with the authenticity, heritage and hospitality of the South.
Key Message
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Personality and Voice of the Brand
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Advertising
Interactive
PR/Advertorial
Product Development
Sales Force
Branding
Campaign Touchpoints
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The South With A Twist
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New Website To Launch January, 2012
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• Online VIC Phase 1 Downloadable brochures
• Newsletter Sign up Landing Page
• Right Rail Updates
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Launch of MOBI Site
Mobile Web features: • Updated content including images and video
• Links provided to all Partner mobile sites
• Wide selection of categories
• Special offers by city, type, and by region
• Dynamic Events Calendar
• Click -to -Call option
• Locator Map ID
• Links to all social networks
• Favorites planning feature New design with improved user interface
Contact: Alexandra Owen ITI Marketing 941-966-8979
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CW150
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GaCivilWar.org
• Visitors have come from 96 countries/territories, with the majority coming from the United States, Canada and the United Kingdom
• There have been over 117,890 page views • The average visitor has had 4.2 page views • Over 30% of visitors were interested in attractions
and events
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• Interactive Flash Map
• Timeline
• Integration with current PA to dynamically publish upcoming events
• Online Store
• CW150 Newsletter
GACivilWar.org
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Georgia’s Guide to the Civil War
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Crossroads of Conflict Sales
• Over 4,000 books have sold from the 1st printing
• The book is currently in its 2nd printing
• The book continues to be the #1 selling item through the online store
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• Homepage • Online VIC page • 9 Regional Landing Pages • Must See Attractions/Listings
Overview Page • Special Offers Page • Regional Video Landing pages • Newsletter ad sales
Contact: Jill Teter, Atlanta Magazine Travel Sales Director 877-554-0780 [email protected]
Other Exciting News –
Online Banner Sales for 2012
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What’s New For 2012
• Launch of new ad campaign in the spring • Redesign of ExploreGeorgia.org • Improved Search capabilities on ExploreGeorgia.org • Added functionality to the Online VIC • Advertising opportunities for Partners on
ExploreGeorgia.org, GaCivilWar.org and mExploreGeorgia.org and in newsletters
• Georgia On My Mind Store on ExploreGeorgia.org, with a huge variety of wearables