Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership |...
Transcript of Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership |...
Explore Minnesota Tourism
Media Buy Recap Spring/Summer FY19
OVERVIEW
Target Geography
General: Instate (20-25%) Outstate (75-80%) • WI, IA, ND, SD, Omaha, Winnipeg, CA • Sioux Falls, Cedar Rapids, Des Moines, Kansas City, Denver, Chicago,
Milwaukee, Fargo (DMA level)
Niche Campaign: National • 90% outside MN
Target Audience
General: “Cultural Explorers” and “Spontaneous Adventurers”
Niche: People who have already found their “True North” and are willing to travel to experience it.
• Biking: Mountain biking, traveling• Hiking: Hiking, outdoors, traveling• Arts & Culture: Theatre, museums, cultural/historical sites, national
parks
Budget
Total Budget: $3,086,737
• General Budget: $1,909,712.00
• Niche Budget: $910,900.00
• Final Four: $50,000.00
• 3M Open: $51, 625.00
• Diversity: $52,000.00
• Amendment: $112,500.00
Campaign Timeline
Timeline: 3/1/19 – 6/30/19• SEM: 3/1 • Final Four: 3/18• Spring/Summer Social: 4/1• General Campaign: 4/1 • Niches: May, 2019
Campaign Overview
Media Breakdown97MM
Estimated Impressions
General Niche Final Four
Media Breakdown By CampaignBudget Breakdown By Channel
.GENERAL CAMPAIGN
300x250
Radio + Digital Banners | MPR 444,444
Estimated Impressions
Standard Display | Coegi14,250,000
Estimated Impressions
300x250
728x90
160x600
320x50
Standard Display – A/B Test | Coegi
Version A Version B
Version A Version B
Version A Version B
Version A Version B
Version A Version B
Version A Version B
Standard Display + Retargeting | Trip Advisor 555,555
Estimated Impressions
Native Display | Coegi & InPowered
Coegi• 700,000 Impressions
InPowered: • 2,083,333 Impressions
Rich Media – Tile Unit | Kargo9,372,525
Estimated Impressions
Display Banners 320x50
In-Read Scroller Unit + Video | Teads
Scroller Unit Impressions: 2,029,415
Video Impressions: 1,132,880
3,162,295Estimated Impressions
Interactive Video | Kerv1.3MM
Estimated Impressions
• Kerv uses a patented technology that identifies objects by their pixel edges in any video stream.
• This enables every frame in every scene of a video to be an immersive, interactive experience for users.
TrueView Video | YouTube175,000
Estimated Impressions
Spots Used: • Family Connections • Feeling Free • New Passions • New Things
Audio + Display | Pandora3,708,282
Estimated Impressions
Placements:
• 0:30 audio spot + Companion Banner
• Display Everywhere + Mobile Display
:30 EMT SPRING/SUMMER RADIO
ANNCR: In Minnesota, you can take 10,000 different routes to adventure. One path leads you to bluff-country cycling and world-class hiking trails. Head in a different direction and explore modern art... on your way to a historic brewery. Navigate by boat to a lakeside restaurant... or cruise down river with friends on a paddle board.
No matter which route you take... from star-studded concerts to camping under the stars... you’re destined to Find Your True North. Only in Minnesota. Visit Explore Minnesota dot com.
Email + Retargeting | Take5 & Zeta
Take5 April EmailTake 5 • 2,038,462 Impressions • 2 email deployments in April and June
Zeta • 2,047,619 Impressions• 1 email deployment in May
Coegi | Social – Facebook986,640
Estimated Impressions
Video Ads
Carousel Ads
Link Ads
Cinemagraph –
Clouds Moving
Coegi | Social – Instagram2,390,831
Estimated Impressions
Cinemagraph Ad –
Moving WaterVideo Ad
Carousel Ad
Link Ads
TPT | Content Partnership
Partnership includes:
• Five 90-second video shorts
• Co-branded video shorts will air as two minute segments, 60x during
primetime on TPT 2
• On-air spot schedule (approx. 200), member magazine 3x,
Enewsletter promotion
Example Content Concept:
NORTHEASTTwo Harbors - Split Rock Lighthouse Tour: Shooting Late MayCruising up Highway 61 leads to the beacon of the North Shore, Split Rock Light House that has graced the 130-foot cliff since 1910. More than 160 thousand visitors each year explore the Split Rock Lighthouse State Park, light station and fog signal building, with its Parisian Fresnel lens with more than 200 cut-glass prisms and a 7 foot beam. Stunning views of Lake Superior and stories of historic shipwrecks cause visitors to pause and take in their True North. Interviews may include a new Lighthouse keeper (position is currently open for the first time in 38 years) a tour guide and day-trippers.
May Print
July Print
June Print
Print | Delta Sky Magazine
• 2-Page Spread• May Issue: Los Angeles
• Full Page • April Issue: The World’s Best National Parks
1,211,066Total Circulation
Print | Outside Magazine
• 2-Page Spread• May Issue: Wellness Special
• Full Page • June Issue: Road Trips
450,000Total Circulation
Print | Real Simple & Twin Cities Pride
Real Simple • April Issue
Twin Cities Pride• April Issue
249,000Total Circulation
Print + Digital | PGA Tour Official Guide
• Full page ad in Minnesota Preferred Golf and Travel
Digital
• Newsletters Letter Sponsorship
• Digital Banners on Essential Guide Website
NICHE CAMPAIGN
Standard Display – Biking | Coegi8,510,712
Estimated Impressions
Initial Ads Retargeting Ads
Standard Display – Hiking | Coegi8,903,584
Estimated Impressions
Initial Ads Retargeting Ads
Standard Display – Arts & Culture | Coegi10,785,713
Estimated Impressions
CAMPAIGN OVERVIEW
Initial Ads Retargeting Ads
In-Read Scroller Unit – Niches | Teads2,911,766
Estimated Impressions
Biking Arts & Culture
Hiking
In-Read Landscape Video – Niches | Teads
Hiking
Biking Arts & Culture
2,195,895Estimated Impressions
Native Display | Coegi & InPowered
Coegi• 1,640,000 Impressions
InPowered: • 3,413,899 Impressions
Standard Display + Retargeting | Trip Advisor 1,125,006
Estimated Impressions
Arts & Culture: 354,168 Impressions
Biking: 385,419 impressions
Hiking: 385,419 impressions
Social – Biking | Coegi1,599,463
Estimated Impressions
Link Ads
Video Ad Carousel Ad
Social – Hiking | Coegi1,505,194
Estimated Impressions
Link Ads
Video Ad Carousel Ad
Social – Arts and Culture | Coegi959,033
Estimated Impressions
Carousel Ad
Link Ads
Video Ad
Content Partnership – Biking | PinkBike1,725,000
Estimated Impressions
Partnership Includes: • Destination Article with photos on
Pinkbike.com homepage• 4-5 minute video within article on and on
Pinkbike.com homepage• Share article on Pinkbike Facebook,
Instagram, and Youtube channel• ROS Display on Pinkbike.com homepage
Content Partnership – Hiking | BackPacker
Partnership Includes:
• Written content, video, and photography to be published on Backpacker.com within the trips channel
• Support content with robust traffic driving tactics including email, social and digital will help enhance the experience of the bloggers trip to the Backpacker audience
Content Partnership – Arts & Culture | AFAR1,696,600
Estimated Impressions
Partnership Includes:
• Two pieces of custom content
• Sponsorship of Travel Guides & Content Hubs
• Best Weekend Trips in America
• History & Culture Inspiration
• Social posts, display, enewsletter sponsorship, and eblasts to boost content to followers
• Outstream video created by Afar
• Refreshed Minnesota Travel Guide onsite
FINAL FOUR CAMPAIGN
Standard Display | Coegi400,000
Estimated Impressions
Initial Ads Retargeting Ads
Facebook & Instagram | Coegi729,094
Estimated Impressions
Link Ad
Video Ad
Final Game Winner - Link Ad Carousel Ad
Standard Display | NCAA & Coegi520,000
Estimated Impressions
Coegi• Connected TV
o TV ads placed within NCAA March Madness games
• Display o ROS banners on NCAA site
NCAA• Video
o ROS video which would include clips/highlights from of Final Four coverage
• Display o ROS banners on NCAA site
Content Partnership | Travel Zoo Article 2,000,000
Estimated Impressions
Partnership Includes:• Leverage unique, high-touch content to promote
Minnesota and things to do when here for the Final Four as well as inspire members to travel to Minnesota outside of the tournament
• Content distributed to members through e-newsletters, social, and native
3M Open
Standard Display | Coegi1,695,588
Estimated Impressions
Display • Standard Display – Coegi
o Targeting: Golf enthusiasts, Business travelers, Country Club Members
• Social – Facebook and Instagram
Out of Home • Digital OOH – Top Golf Locations across US
o Lobbies, Spectaculars, Posters, Digital Bays
• Digital Billboards o Routes from MSP Airport to Downtown and Downtown to event
Broadcast• 0:30 TV Spot – Network & Cable
o Markets: Mpls, Chicago, Omaha, Duluth, Fargo, La Crosse, Madison, Sioux Falls
Print• Delta Sky Magazine
• Full Page Print Ad + Profile
BROADCAST
Broadcast – Cable & Network
Network TV
• Average 300 GRPs/market
• 260 GRPs MPLS/STP
Cable
• 100 GRPs/market
• Diversity TV• Univision, BET, Comedy Central, ESPN
Chicago: 310 total TRP’s• WMAQ• WCIU• WGN• WLS• WFLD• WBBM
Denver - 312 total TRP’s • KUSA• KDVR• KWGN• WTVD• WMGH• KCNC
Kansas City – 310 total TRP’s • WDAF• KSMO• KSHB• KMCI• KMBC• KCWE• KCTV
MPLS/STP – 274 total TRP’s • KARE• KMSP• KSTP• WCCO• KSTC• WFTC• WUCW
Milwaukee – 304 total TRP’s• WVTV• WTMJ• WMLW• WITI• WISN• WDJT
Omaha – 301 total TRP’s• WOWT• KMTV• KETV
Network TV Stations and Ratings – By Market
Broadcast – CTV & OTT
CTV
• Contextual targeting based on interests and lifestyle characteristics
• 1,243,750 impressions
OTT• Premium cable content on demand• 1,138,616 impressions
PARTNERSHIPS
MBA Radio & MBA TV
• :30 spots
Radio + Digital
• Baseline Program
• KCMP, The Current
In-Game Billboards
• Twins Sponsorship
Partnerships
APPENDIX
Social Targeting Audiences
Arts and Culture
Biking
HikingGeneral
MN Affinity Audiences
• Mall of America• Star Tribune• Vikings Buzztap• Pioneer Press• MSP Airport• Minnesota Wild• Minnesota Vikings• Minnesota Gophers • Minnesota Football • Minnesota Twins• Minnesota Lynx• Minnesota Timberwolves• MN United • Gopher Hockey• MSU Hockey • SCSU Hockey • UMD Hockey • St. Paul Saints • Bemidji State University • Macalester College • Minneapolis Institute of Art• Minnesota State University, Mankato • Minnesota State University, Moorehead• Lake Superior College• St. Cloud State University• University of Minnesota Duluth • University of MN• Winona State University
Must follow at least 3 of the following:
• Mountain Biking• #mountainbiking• #mtb• #biking
• @ridecannondale• @iamspecialized• @mbaction• @bikemag
• @mbrmagazine• @BicyclingMag• @SRAMmtb
MN & Biking
• @nytimesarts• @MuseumModernArt• @NEAarts• @nprmusic• @stereogum• @pitchfork• @metmuseum• @Guggenheim
• @GettyMuseum• @smithsonian• @SmithsonianMag• @ArtsJournalNews• @artnet• @TheArtNewspaper• @artsy
MN & Arts and Culture
• @travelchannel• @outsidemagazine• @REI• @natgeotravel• @NatlParkService• @AmericanHiking
• @HikingLady• @dayhikingtrails• @modernhiker• @TRooseveltNPS• @WindCavesNPS• @HikingAndNature
• #hiking• #FindYourPark• #dayhikingtrails
MN & Hiking
AND ORMust follow at least 2 of the following:
Must tweet using at least 2 of the following:
MN & Hiking
MN & Biking
THANK YOU!
Broadcast
CTV
• Target based on lifestyle characteristics• 1,243,750 impressions
OTT• Premium cable content on demand• 1,138,616 impressions
Network TV
• 300 GRPs/market
• 260 GRPs MPLS
Cable
• 100 GRPs/market
• Diversity TV• Univision, BET, Comedy Central, ESPN