MARKETING PLAN FY20 - ATIA Finalsm.pdf · Alaska Travel Industry Association / Marketing Plan 2020...

MARKETING PLAN F Y20

Alaska Travel Industry Association / Marketing Plan 2020 2

LETTER FROM THE PRESIDENT AND CEO

Greetings,

The Alaska Travel Industry Association promotes growth of the tourism industry and markets Alaska as a premier tourism destination. As the recipient of a

State of Alaska grant for statewide destination marketing, we share our beautiful state with the world through inspiring advertising, creative online content and

social media, compelling earned media stories, printed materials, and personal interactions with other tourism professionals. It’s this type of comprehensive

marketing program that keeps Alaska in the minds of potential travelers.

Promoting Alaska to visitors is more than that. Alaska’s visitor industry supports our businesses, our communities and our livelihoods.

Investment in Alaska’s statewide destination marketing program brings economic returns to the tune of over 2 million visitors coming to Alaska, spending mon-

ey with businesses and communities across our state. Visitors have contributed well over $100 million dollars in state revenues and support local government

budgets too. $2.2 billion dollars in-state spending by visitors generates $4.5 billion in overall economic activity, supporting large and small tourism businesses

and livelihoods.

Alaska needs a competitive destination marketing program that will continue to drive visitors to choose Alaska and generate economic benefits. In 2020, ATIA

anticipates an investment by the State of Alaska of $7.42 million for destination marketing. This, leveraged by $1.7 million in cooperative marketing program

sales, will allow Alaska’s statewide destination marketing program to build brand awareness, identify high-target potential visitors, provide meaningful mate-

rials to support all phases of vacation planning, promote varied and year-round adventure opportunities, and grow relationships with businesses and partners

across the world.

We are committed to working with State of Alaska leaders, Alaska’s tourism businesses and our community partners as we work towards our mission and

vision of promoting Alaska as the destination of choice while providing quality visitor experiences.

Alaska’s destination marketing program inspires visitors and makes memories that last a lifetime. This plan, developed in consultation with ATIA’s marketing

committee, Board of Directors, and other stakeholders, presents a strategic, thoughtful, and measured path forward. We are excited – and inspired – by all the

opportunities Alaska has to offer.

Sarah LeonardATIA President and CEO


ATIA MISSION AND VISIONMissionThe Alaska Travel Industry Association (ATIA) promotes Alaska as a top visitor destination, communicating and promoting Alaska’s tourism industry

as one of the state’s major economic forces. ATIA is the respected voice of the industry: promoting industry growth while caring for the environment,

recognizing cultures, and supporting Alaska’s unique quality of life.

Envisioned FutureWorking together, we will be a respected industry and visitor destination, doubling our economic impact to the state, securing sustainable tourism

marketing funding at $30,000,000 and integrating year-round visitor experiences with a goal of five million visitors.

PurposeAlaska is the destination of choice.

PrincipleEvery member’s voice is heard.


2019 MARKETING COMMITTEEThe ATIA Board of Directors provides overall policy and budget direction, and the ATIA Marketing Committee was established to make

recommendations on the statewide tourism marketing program to the ATIA Board of Directors.

The ATIA Marketing Committee is comprised of 23 members and two ex-officio members of the Alaska State Legislature. Committee members

represent all five regions of Alaska and a variety of sectors of tourism. Committee members go through an application process and are appointed by

the ATIA Board of Directors.

Colleen Stephens, Chair Stan Stephens Glacier & Wildlife Cruises

Linda Springmann, Vice-Chair Holland America Line

Amy Geiger Explore Fairbanks

Bill Fletcher Holland America Line

Bonnie Quill Mat-Su Convention & Visitors Bureau

Carole Tallman Alaska Transportation Company

Dale Wade Alaska Railroad

Dan Oberlatz Alaska Alpine Adventures

Dennis McDonnell Alaska Coach Tours

Derek Shanks Ravn Air Group

Jara Haas Major Marine Tours

Jessica Pezak Expedia Group

Jill Ramiel Silverbow Inn

Jin Chen Alaska Skylar Travel

Josh Howes Premier Alaska Tours

Julie Saupe Visit Anchorage

Kathy Hedges Northern Alaska Tour Company

Melissa Moody Google

Mickey Richardson Huna Totem Corp/Icy Strait Point

Noel DeChambeau Knightly Tours

Patti Mackey Ketchikan Visitors Bureau

Rolf Meyer GoNorth

Zak Kirkpatrick Alaska Dream Cruises/Allen Marine Tours

TBD, ex-officio Senate

TBD, ex-officio House


SITUATION ANALYSIS

Tourism continues to be an important economic driver for Alaska. According to the most recent Economic Impact of Alaska’s Visitor Industry (McDowell Group, 2017),

tourism is responsible for 1 in 10 jobs in Alaska and an economic output of $4.5 billion. Visitor volume, both summer and winter travel, has had steady growth since 2010,

currently at 2.25 million people. With 50% of Alaska’s summer visitors taking a cruise, the growth in visitation is driven by cruise deployments to Alaska. In summer of 2019,

cruise capacity grew by 16.5% over the previous year. However, businesses who rely on independent travelers have reported a softening of this sector.

Alaska is coming off its third year of record-low tourism marketing budgets. Since 2016, Alaska fell from the median to near the bottom of all states in terms of tourism

promotion budgets. According to Tourism Economics, Alaska is losing share of tourism expenditures and employment when compared to national trends. The increase in

funding for FY20 allows Alaska to increase awareness and convert more visitors to our destination.

The expanded marketing program happens at a time when there are other headwinds facing the travel industry. The US Travel Association reports that the 113-month

continuous increase in domestic travel is about to slowdown due to a shrinking in consumer spending and business investment. Inbound international travel is projected

to constrict but could be partially offset if Brand USA, which markets the United States as a travel destination, is reauthorized. Policy decisions such as this may counter

some of the negative effects of a strong dollar and trade tensions. The increased amount of time to process visas from some countries, in particular China, will be less of

an issue for Alaska as compared to other U.S. destinations. Alaska is typically visited by people who have already traveled to the United States and have therefore already

secured a visa.

Alaska is in a very competitive market to attract travelers, the higher promotional budget will allow for a greater reach to a highly qualified audience. The FY20 marketing

program has been built with research and industry expertise and will utilize new technology, best practices and strong analytics to deliver Alaska’s brand message.


OUR BRANDThe Promise of the Alaska ExperienceEuphoric experiences, wild beauty, a refreshing sense of realness. Alaska is like nothing you’ve ever experienced, yet there’s a comfort and familiarity to it

that makes you feel like it’s where you’ve always belonged. Alaska is the home you never knew you had.

Brand PersonalitySincere and unassuming, yet bold with undeniable beauty. The type of person who should be intimidating, but instead is warm, relatable and puts you at

ease.

Brand Attributes

ABOUNDING With endless natural wonders, teeming wildlife and rich, indigenous culture, Alaska offers visitors limitless possibilities. Its vast landscape

will leave you visually stimulated at every turn. And its wide variety of experiences will make memories that stay with you far after you’ve returned to the

every day.

keywords: abundant, boundless, infinite, liberating

APPROACHABLE It’s easy to feel comfortable in Alaska. With welcoming, genuine people, shared experiences and a relaxed pace of life, Alaska lets you

put your hair (and guard) down. Without pretense and superficiality, people bond naturally with each other – and with Alaska.

keywords: down-to-earth, accessible, comfortable

AWE-INSPIRING Alaska will take your breath away and fill you with wonder. It pulls you into its magic with its fresh air, extraordinary beauty, distinctive

encounters and generous spirit. Alaska will leave you with both a sense of wow – and a quiet perspective that borders on the spiritual.

keywords: profound, unique, unbelievable, unrivaled

ADVENTUROUS “The mountains are calling and I must go.” Alaska summons your inner-explorer. Alaska will make you feel more alive than you’ve ever

felt. In an untamed land where everywhere else feels ordinary, you’ll willingly step outside of your comfort zone – and rediscover your can do spirit Alaska

will leave you feeling both accomplished and fulfilled.

keywords: exciting, exhilarating, bold, brave


OUR AUDIENCE Travel Alaska’s broad audience is defined as Boomers

ages 45-65 | college educated | no children at home | annual household income over $100,000

AVSP data shows the primary trip planner being, on average, a 55-year-old female

This informed our target persona we call: “Donna”

Donna’s always loved to travel – she’s always had that calling – but now she actually has the means to do it. A lifelong learner with a bit of wander-

lust, she’s constantly evolving her bucket list. She’ll opt out of the typical ladies’ spa weekend in Arizona and opt in for something a little more daring

and unique.

She’s in a really enviable stage in her life. She knows exactly who she is. She’s not traveling to find herself – she’s found and is really comfortable in

her own skin. Donna has the life experience to truly grasp what’s important, what’s hard to find, and where her energy and passion should go. She’s

not living to impress other people. Instead, she’s seeking out those opportunities to continue to evolve, learn and relish the moment.

Donna is planning the trip for her and her husband. When they vacation, they want to travel like a local and be fully immersed in the culture. Traveling

gives them the ability to break out of their everyday life and get above the rat race. It lets them decompress, reflect and relax. Donna and her hus-

band travel to continuously evolve, learn and relish the moment.

With years of experiences under their belt, they want to find places that can truly turn their heads and command their attention with something they

haven’t seen before. They call themselves adventurers and explorers. Donna and her husband are still searching for stones left unturned.


Grow Travel To and Within Alaska by Increasing Interest in Alaska as a Visitor Destination

Goal 1: Brand Awareness & Inspiration- Connect with consumers and inspire travel to Alaska

Objective 1: Increase domestic media assistance by 20%

Objective 2: Maintain an average Barcelona Principles score of 67 or higher

Objective 3: Increase impressions to target audience through paid advertising by 100%

Objective 4: Increase visitors to TravelAlaska.com by 10%

Objective 5: Determine baseline media efficiency rate

Public Relations Strategies:

• Focus on media outlets and travel writers who have distribution to Alaska’s target audience

• Provide year-round media assistance to domestic travel editors, writers, journalists and broadcasters in the form of fact checking, answering

questions or developing partial or complete press tours for travel writers, journalists and others focusing on specific seasons, activities or special

events and messaging that exemplifies Alaska’s brand

• Proactively reach out to target publications to place positive, travel-related news about Alaska into editorial channels of national media through

individual outreach and distribution of press releases and e-news bulletins

• Organize and host Alaska Media Road Show and the New York Media Event, tourism media events that connect national travel journalists with

Alaska tourism partners

Advertising Strategies:

• Ensure all advertising is consistent with Travel Alaska brand identity

• Continue the “It’s Waiting, For You” campaign across all advertising channels

• Place television commercials in two flights in Q3 and Q1 to deliver Alaska brand message to a national audience and increase overall effectiveness

of marketing program

• Capture new video and photography assets for use across all media and platforms

• Increase print placement and frequency in target publications to expand overall reach of campaign utilizing brand message

• Utilize paid search and digital advertising to target audience to drive high quality traffic to TravelAlaska.com

• Ensure all advertising placements use TravelAlaska.com as the call to action

Metrics:

• Third-party advertising value equivalent reporting

• Barcelona Principles scoring system to measure media coverage based on content, target audience and source

• Number of advertising impressions

• Advertising efficiency through location change attribution analytics platform


Goal 2: Generate high quality leads with interest in travel to Alaska

Objective 1: Increase consumer requests for vacation planner by 50%

Objective 2: Maintain a response rate of 45% for leads indicating interest in travel to Alaska in 2020

Objective 3: Maintain 30% visitation rate among vacation planner requesters

Advertising Strategies:

• Produce and distribute Official State Vacation Planner to consumers requesting Alaska travel information

• Include call to action to request an Official State Vacation Planner through TravelAlaska.com in all advertising placements

• Increase frequency of full-page advertisements in national and regional publications of primary target audience in targeted states to maximize

exposure within budget

• Utilize a variety of online advertising tactics including paid search, publisher emails, social media, display ads and retargeting on premium travel

sites to drive traffic to TravelAlaska.com to request an Official State Vacation Planner

• Conduct a direct mail campaign to target audience, including past inquirers, and test message with inspirational creative and Governor’s letter to

measure maximum response

Website Strategies:

• Maximize site content relating to trip planning information to ensure top placement in search engines

• Present pop-ups on TravelAlaska.com that encourage site users to request a vacation planner if they have not done so already

• Through site design and simple navigation, provide clear pathways for site visitors to request a vacation planner

• Maintain a database of prospects resulting from direct response campaign that can be utilized for remarketing

Metrics:

• Measure the number of unique requests for vacation planner

• Measure the percent of respondents who state they plan to travel to Alaska in 2020

• Based on advertising spend per tactic, measure the cost per lead

• Conduct an annual third-party vacation planner ROI and conversion study


Goal 3: Engagement- Deepen relationship with consumer through all points of travel cycle

Objective 1: Achieve engagement rate of 1.5% across all social channels

Objective 2: Increase organic referrals by 10%

Objective 3: Increase newsletter CTR by 1%

Objective 4: Maintain the average number of pages per visit

Objective 5: Increase Mobile score with Google Page Speed Insights to over 65 and maintain desktop at 85 or higher

Content Strategies:

• Develop monthly content calendar and enterprise content strategy to maintain consistency in messaging across all platforms, which promotes

Alaska’s brand

• Distribute timely and relevant content to target audience through Travel Alaska’s owned channels including Facebook, Twitter, Instagram and

Pinterest as well as monthly newsletters and blogs

• Engage with followers through direct messages, comments, retweets and by maximizing user-generated content

• Partner with national influencers to expand Travel Alaska brand reach across social platforms

• Update photography and videography assets

Website Strategies:

• Optimize site design and develop new content to maximize organic placement on search engines

• Implement ongoing content updates, further enhancing segmentation scoring and allow for customized content to be delivered to site users

• Increase usability and engagement through a series of global site developments

• Improve the responsive layout including reorganizing site elements

Metrics:

• Track the number of followers and engagement on each social platform

• Measure the volume of organic referrals to TravelAlaska.com

• Track keyword rankings

• Measure the click through rate of each newsletter

• Utilize Google Analytics and Google page speed to measure efficiency


Goal 4: Attract diverse mixture of visitors who travel by a variety of travel modes, at various times of year through different regions of state

Objective 1: Increase independent visitors by 1%

Objective 2: Increase winter visitors by 1%

Objective 3: Increase visitors from China by 5%

Objective 4: Increase visitors from Germany by 1%

Strategies:

• Ensure all owned media including TravelAlaska.com, Official State Vacation Planner, social media channels, newsletters and travel trade outreach

include information and images of all five regions of Alaska, winter and summer travel and various types of travel modes

• Secure earned media placements featuring winter, independent travel and each of the five regions

• Partner with representation companies in China and Germany to conduct outreach to travel trade and media partners in each market to increase

awareness of Alaska as a destination

• Update and maintain official Travel Alaska websites in Mandarin and German

• Produce content for regular postings on social channels in China

Metrics:

• Utilize the International States Travel Database by Tourism Economics

• Visitor volume reporting

• Followers and engagement of Chinese social channels

• Market reports from China and Germany


Goal 5: Build relationships to grow AK travel product offered by travel trade

Objective 1: Increase meetings with tour operators through trade shows by 10%

Objective 2: Increase ACE Graduates by 10% year over year (YOY)

Objective 3: Host 15 tour operators on familiarization tours

Travel Trade Strategies:

• Attend domestic and international trade shows to conduct meetings with tour operators in the group, FIT, and adventure markets and provide

leads to Alaska partners

• Facilitate a comprehensive Alaska presence at Cruise Shipping Miami

• Increase outreach to travel trade through quarterly newsletters and Alaska destination training webinars

• Promote the Alaska Certified Expert online destination training program to travel agents and tour operators

• Conduct a summer and winter familiarization tour for tour operators to increase Alaska product knowledge

Metrics:

• Track the number of travel trade who have registered for the Alaska Certified Expert program and the number who completed the course

• Volume of travel agents provided destination training webinars

• Number of tour operator meetings conducted

• Number familiarization tour attendees

• Qualitatively evaluate ROI of each trade show based on partner participation, feedback and product development


Goal 6: Build strategic partnerships to amplify brand

Objective 1: Generate $1.7 million from industry through cooperative marketing programs

Objective 2: Increase number of businesses participating in co-op marketing programs by 5%

Objective 3: Increase cooperative marketing with international travel trade by 50%

Objective 4: Partner with Canadian provinces through North to Alaska program to maintain 4% visitor arrival rate by highway

Strategies:

• Continue to provide cooperative marketing opportunities for all sizes of businesses and marketing budgets by leveraging various aspects

of the marketing program including advertising, public relations, website and travel trade

• Conduct sales campaigns to industry through various channels to reach sales goals per co-operative opportunity

• Partner with tour operators and wholesalers in key overseas markets to conduct marketing campaigns promoting Alaska travel to consumers

• Partner with Tourism Yukon, Tourism British Columbia and Travel Alberta to conduct a digital marketing campaign to attract consumers in

the Lower 48 to drive to Alaska

Metrics:

• Track the sales revenue raised by each cooperative marketing program

• Track the number of businesses participating in the cooperative marketing program

• Measure Alaska bookings of international travel trade resulting from joint marketing campaigns

• Track impressions and engagement of North to Alaska campaign

• Measure highway border crossings

MEDIA PLAN FY20

Digital

Paid Search: Vacation Planner Download 1 1 1 1 1 1 1 1 1 1 $ -

Paid Social: Facebook/Instagram/Pinterest 1 1 1 1 1 1 1 1 1 1 $ -

Publisher Enewsletters/Eblasts 1 1 1 1 1 1 1 1 $ -

Publisher Premium Display 1 1 1 1 1 1 1 1 $ -

$ -

Direct Mail

Direct Mail $ -

$ -

Digital

Paid Search: Member Links 1 1 1 1 1 1 1 1 1 1 1 1 $ -

Digital Display 1 1 1 1 1 1 1 1 $ -

Premium Travel Site Display 1 1 1 1 1 1 1 1 $ -

$ -

Television

Measurable National TV: Cable programming, :30s

Print

AARP $ -

Alaska Magazine $ -

Endless Vacation $ -

Conde Nast Traveler $ -

Reader's Digest $ -

Smithsonian $ -

Sunset Magazine $ -

Travel 50 and Beyond $ -

DecemberJuly SeptemberAugust October November

Lead Generation

May JuneJanuary February March April

Winter Issue

January/February

Spring Issue

December/January March

November January

November

October/November

November

December/January

Spring Issue

February/March

Mid-Funnel


PUBLIC RELATIONS/TRAVEL TRADE & INTERNATIONAL EVENTS

September Adventure Travel World Summit SwedenOctober Alaska Media Road Show Las Vegas, Nevada

China Sales Mission ChinaDecember United States Tour Operators Association Annual Conference Orlando, Florida

National Tour Association Exchange Ft. Worth, TexasJanuary America Bus Association Marketplace Omaha, NebraskaMarch ITB Berlin Germany

NTA Contact Anchorage, AlaskaBrand USA Road Show ChinaGo West Summit Portland, Oregon

April Cruise Shipping MiamiNew York Media Event

Miami, FloridaNew York, New York

May US Travel Associations’ IPW Las Vegas, Nevada


State of Alaska Tourism Marketing Grant $7,420,000Cooperative Marketing Programs $1,700,000

TOTAL $9,120,000

FY 19 Carry Forward $330,000

Program BudgetAdvertising $5,145,000Vacation Planner $628,000Research $172,000Public Relations $684,000Content $541,500Website $711,500North to Alaska $157,000Travel Trade $325,000International $480,000Cooperative Marketing/Data Management $237,000Administration $350,000

TOTAL $9,431,000

BUDGET

Expenses

Income

Alaska Travel Industry Association 610 E. 5th Ave., Ste. 200,

Anchorage, AK 99501 907.929.ATIA(2842) | Fax: 907.561.5727

[email protected]

MARKETING PLAN FY20 - ATIA Finalsm.pdf · Alaska Travel Industry Association / Marketing Plan 2020...

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