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: •...
2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE
MARKETING PRESENTATION
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
2011 Georgia Travel Guide
• 750,000 Circulation • 2,325,000 Total Readership • 1 million readers online
Braves Sponsorship
Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000
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
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
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
Spring/Summer Advertising Print
Circulation and Impressions
Tourism Print Ads – Special Section
Atlanta magazine - April
Tourism Print Ads –
Special Section Budget Travel - April
Tourism Print Ads – Special Section Go! Magazine - March
Digital Media Banners
Partnership’s with: • Yahoo
• WeatherBug
• ValueClick
• 20,590,520 impressions
Quarterly Contests
• Georgia’s Grand Slam Getaway • Ultimate Georgia Vacation • Georgia’s Girlfriends’ Getaway • 80 Days of Georgia Giveaways • Homestretch Giveaway
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
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
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
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
FY11 YTD Social Lead Generation
0
10,000
20,000
30,000
5,570
29781
Face
bo
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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
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2,000
4,000
6,000
8,000
10,000
12,000
14,000
8,102
12,004
Twit
ter
Follo
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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
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2010
2011
New Ad Campaign
Connection Point
Authentic Experiences –
Not Manufactured
Memories
Southern Sensibilities
Modern Possibilities
Genuine Georgia
Key Insight Brand Essence
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
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
The Georgia Experience brings a contemporary and modern feel with the authenticity, heritage and hospitality of the South.
Key Message
Personality and Voice of the Brand
Advertising
Interactive
PR/Advertorial
Product Development
Sales Force
Branding
Campaign Touchpoints
The South With A Twist
New Website To Launch January, 2012
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• Online VIC Phase 1 Downloadable brochures
• Newsletter Sign up Landing Page
• Right Rail Updates
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
CW150
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
• Interactive Flash Map
• Timeline
• Integration with current PA to dynamically publish upcoming events
• Online Store
• CW150 Newsletter
GACivilWar.org
Georgia’s Guide to the Civil War
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
• 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
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