Noelle Buben - U.S. Travel's ESTO | Innovate. Integrate ... · surprise, delight and…SOCIAL MEDIA...

Noelle Buben

Marketing Manager

Visit Santa Barbara

Karen Cahn

Director of Advertising

Arizona Office of Tourism

Patrick Murphy

Director of Media Services/

Los Angeles Market Manager

Off Madison Ave

JessyLynn Perkins

Digital Marketing Manager

Visit Santa Barbara

LeAnne Weill

Deputy Assistant Secretary

Louisiana Office of Tourism

A Funny Thing Happened on the Way to the Subway:

Bring Your Destination to the Customers First

Noelle Buben

Marketing Manager

Visit Santa Barbara

JessyLynn Perkins

Digital Marketing Manager

Visit Santa Barbara

The Mission of Visit Santa Barbara is to promote the City of Santa Barbara, South Coast and surrounding County Communities, as a destination for travel and media

production to create economic vitality.

Visit Santa Barbara is an innovative tourism leader and destination authority that embodies the spirit and personality of Santa Barbara.

ESTO, we want to Brighten your Day with a giveaway!Tell us how we can #BrightenYourDay @SantaBarbara on Twitter

during this session and we may brighten it!

turning off-season into…OPPORTUNITY SEASON

• Increase Room Nights

• Increase Partner Revenue

• Elevate Awareness

ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!

strategy behind…BRIGHTEN YOUR DAY

• Surprise & Delight

• Social Media

• Paid Media

• Public Relations

• In-Market Activation


brighten your day…TARGET AUDIENCES

• San Francisco• San Diego• Los Angeles• Central Valley• Seattle*• Chicago• Portland• Denver

Consistent with Visit Santa Barbara’s overarching targeting strategy;consumers at an affluent HHI of $100K+ ages 35-65 were targeted.

*Target market selected for in-market experiential activation

Santa Barbara sunshine and…SURPRISE & DELIGHT

Real smiles.

The true effects of brightening someone’s day.

Real moments. True appreciation.


surprise, delight and…SOCIAL MEDIA


surprise, delight and…SOCIAL MEDIA

In just 3 days…

1.67 Million Impressions resulting in

9,217 engagements


continuing the… SOCIAL SUNSHINE


@karasw23.3K Follower

@jakecbaum246K Followers

@xanpearson44.5K Followers

@bikeshopgirlcom14.6K Followers

Paid Media

sending out…SUNRISE SURPRISES


the sunny…RESULTS

• 6,182,783 online media impressions

• 816,000 print impressions

• 7,146,288 million in social media reach

• #BrightenYourDay resulted in over 1,200 competition entries, and a total

campaign engagement coming in at 36,222 - the most engaged campaign Visit Santa

Barbara channels have seen to date.

• Website visit increases:

+50% Portland, +37% Seattle, +34% Chicago,

+20% Denver, +11% San Francisco

• 29,389 visits to BrightenYourDaySB.com

• 561,811 email recipients were reached


LeAnne Weill

Deputy Assistant Secretary

Louisiana Office of Tourism

Louisiana’s

Music

Ambassador

Program

FOOD !

CULTURE !

MUSIC !

vs

Most Grammy®s per capita

Nominees every year except two

“Grammy®“ came from Louisiana

We invent music:

Jazz

Swamp Pop

Cajun

Zydeco

TBA

CVB Engagement Level

& Message

Band Engagement Level

& Message

vs

CHALLENGES

Can’t Pay TravelBudget RestraintsHitting MarketsSophie’s Choice

OPPORTUNITIES

Less ExpensiveMore Effective

Receptive Audience

HOW IT WORKS <simple>

It’s the EVENT, Stupid.

DELIVERABLES <simple>

Video POP

LOGISTICS <simple>

1. Online Application2. Signed Contract

3. Ship Promo Items4. We Get Video / They Get Check

Results - Quantitative

Budget <2 yrs> $200,000

# Events 101

Reach 9.5 Million

26 Different States

9 Different Countries

Youngest 17 / Oldest 78

Near Texas / Far Australia

Results - Qualitative

New Local Allies

New National Allies

Mediagenic

Pitches in English & FrenchBlues

Jazz

Zydeco

Cajun

Country

Swamp Pop

Folk

Experimental

Rock

Rap

Classical Harpist

Crib Off Our Homework

Scalable- Budget

- State or CVB

Transferable- Culinary Program

- Tax Free Shopping

Stealth

LeAnne [email protected]

225-342-8144

mailto:[email protected]

Karen Cahn

Director of Advertising

Arizona Office of Tourism

WHO WE ARE:

ARIZONA

OFFICE OF

TOURISM

The Arizona Office of Tourism

is responsible for enhancing

the state’s economy and the

quality of life for all Arizonans

by expanding travel activity

and increasing related

revenues through tourism.

CAMPAIGN OBJECTIVE:

LET YOURSELF GO

Increase overall travel and travel

intent from our target markets by

challenging them to let go and tap

into their emotional desires to relax

and escape.

Residents of Chicago and Los Angeles

Generation X

• Age: late 30’s to late 40’s

• HHI: $100,000+

Baby Boomers

• Age: late 40’s to mid 60’s

• HHI: $100,000+

The Arizona Office of Tourism wanted to

cut through the clutter of travel and

tourism advertising (in key markets) and

change perceptions about the state

through engaging potential travelers and

creating buzz using non-traditional out-

of-home elements with three directives:

• Interruption

• Engagement

• Shareability

• Outdoor billboards (digital

and static)

• Guerilla Marketing

• Brand Ambassadors

• Sweepstakes

• Random Acts of Sunshine

• Social Media

• Public Relations

• 126 million impressions, 43% over the estimated amount

• Over 178,000 visits to campaign dedicated landing pages

• Over 300 conversions on site (requesting a guide or

signing up for the newsletter)

• 96 million media Impressions resulting from PR outreach

• 7 million Twitter impressions

• 1.8 million impressions on Facebook

• 17,000 views of time-lapse video

in 140 countries

Noelle Buben - U.S. Travel's ESTO | Innovate. Integrate ... · surprise, delight and…SOCIAL MEDIA...

Documents

Transcript of Noelle Buben - U.S. Travel's ESTO | Innovate. Integrate ... · surprise, delight and…SOCIAL MEDIA...