ACHIEVE ACTION CREATE CONNECTIONS IGNITE INNOVATION
Transcript of ACHIEVE ACTION CREATE CONNECTIONS IGNITE INNOVATION
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EXPLORE MN TOURISMMEDIA BUY RECAP
FY21 WINTER
ACHIEVE ACTIONCREATE CONNECTIONSIGNITE INNOVATION
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CAMPAIGN OVERVIEWS
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MEDIA BREAKDOWN
53 MM Total Estimated Impressions
Campaign + Optimization
Strategy
Drive Awareness with Reach
Increase Consideration
(Website Traffic)
Encourage Conversion
(Travel Guide Interactions)
General 3% 88% 9%
Winter Rec 47% 48% 4%
Diversity 100% -- --
Bridge 100% -- --
Due to COVID-19, we diverted General Awareness dollars to support our out-of-state Bridge Campaign approach
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WINTER REC CAMPAIGN
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COEGI | STANDARD DISPLAY 8.1 MMEstimated Impressions
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COEGI | VIDEO 3 MMEstimated Impressions
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COEGI | FACEBOOK 4 MMEstimated Impressions
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COEGI | INSTAGRAM 4 MMEstimated Impressions
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TEADS | INTERACTIVE DISPLAY 1.9 MMEstimated Impressions
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NATIVO | NATIVE DISPLAY 2 MMEstimated Impressions
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TRIP ADVISOR | ENDEMIC DISPLAY 3.3 MMEstimated Impressions
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GENERAL CAMPAIGN
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COEGI | FACEBOOK + INSTAGRAM 4 MMEstimated Impressions
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COEGI | PINTEREST 800 K Estimated Impressions
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TEADS | INTERACTIVE DISPLAY 2.2 MM Estimated Impressions
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NATIVO | NATIVE ARTICLE 2 MM Estimated Impressions
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BRIDGE CAMPAIGN
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COEGI | STANDARD DISPLAY 3 MM Estimated Impressions
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COEGI | YOUTUBE + PROGRAMMATIC VIDEO 3.7 MM Estimated Impressions
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COEGI | CONNECTED TV (CTV) 1.4 MM Estimated Impressions
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VDX | HIGH IMPACT VIDEO 1 MM Estimated Impressions
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COEGI | FACEBOOK + INSTAGRAM 4 MM Estimated Impressions
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DIVERSITY CAMPAIGN
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LAVENDER MAGAZINE | PRINT 262 K Estimated Impressions
Lavender Magazine
● Full Page Ad in the Winter What To Do Issue
● Targets LGBTQ+ Audiences in Minnesota
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MN SPOKESMAN RECORDER | DIRECT PARTNERSHIP 187 K Estimated Impressions
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LA PRENSA DE MINNESOTA | DIRECT PARTNERSHIP 60 K Estimated Impressions
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BROADCAST
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BROADCAST | LINEAR TV, OTT, + CTV 5.3 MMEstimated Impressions
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PARTNERSHIPS
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PARTNERSHIPS | MBA + MPR
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MPR | RADIO + DIGITAL BANNERS 333 KEstimated Impressions
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APPENDIX
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SOCIAL TARGETING AUDIENCES | GENERAL CAMPAIGN
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SOCIAL TARGETING AUDIENCES | WINTER REC
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SOCIAL TARGETING AUDIENCES | BRIDGE