TOURISM AND BUSINESS MARKETING REPORT · 2020. 10. 26. · 2 Marketing Spend For FY 2017/18, the...

TOURISM AND BUSINESS MARKETING REPORT

FY 2017/18

Contents

Topic/Document ResponsiveTo

1 Business

BusinessMarketingPerformanceReport1 EconDev§100(36)

18 TourismFY2018TourismMarketingPerformanceReport1

Website&tourismadvertisingcampaignEconDev§154(4)

32 TourismMatchingFundsProgram EconDev§166(b)

2017Annual&FinancialReport2017Guidelines

66 ILOVENYLogoAssessment EconDev§152(2)

73 ILOVENYLicensingProgram EconDev§152(5)

2018RecapContractualServices

79 Inter-agencyTaskForceUpdate NYSTouristEconDev§168(5)

1BothofthesePerformanceReportsrespondtoChapter53oftheLawsof2018.

BusinessMarketingPerformanceReport

1

BUSINESSMARKETINGPERFORMANCEREPORTFY2017/18

OverviewofReport

ThisreportsummarizestheimpactofEmpireStateDevelopment’sbusinessmarketingeffortsduringFY2017/18andovertimeforthepastseveralyears.Itpresentsreliable,quantitativeevidencedemonstratingthatshiftsinperceptionsofNewYorkStateamongkeybusinessleaderscanbeattributedtoEmpireStateDevelopment’sbusinessmarketingprograms.

BACKGROUND

Formuchofthe20thcentury,NewYorkStateledthenationwithadiverseeconomy,abundantnaturalresources,ahighlyskilledworkforce,andworld-renownedacademicandresearchinstitutions.Butanevolvingglobalmarketplaceanddeclinesintraditionalmanufacturingtrendscausedprivatesectorjobloss,slowedpopulationgrowth,andcausedunemploymentlevelsinNewYorkStatetospike.By2010,statewideunemploymenthadreached9.6percent,arecordlevel,andlong-termunemploymentalsostoodatahistorichigh.

Fromdayone,theCuomoadministrationhasbeencommittedtogeneratingeconomicgrowthandjobcreationacrossNewYorkState(NYS).Keytothismissionhasbeensignificantinvestmentsininfrastructureimprovements,thecreationofinnovativebusinessincentivesandoptimizationofexistingprograms,andthedevelopmentofacademicpartnershipsthatfuelabest-in-classtalentpool.TheseinitiativeshavemadeNewYorkStateapremierelocationforbusinessdevelopment,whichhasledtonewjobsandlowerunemploymentineverycornerofthestate.

ItisEmpireStateDevelopment(ESD)Marketing’schargetodevelopcommunicationsthattellNewYorkState’sexcitingandcompellingstory,andthatacceleratebusinessleaders’knowledgeandbeliefthatanewNewYorkistakingshape.

2

MarketingSpend

ForFY2017/18,thetotalmediabudgetforbusinessmarketingwas$26,217,456,anincreaseof11.6.percentoverspendin2016/17.

Televisioncontinuedtobethemajordriverofspend,asthechannelallowsESDtoleveragesight,soundandmotiontotellthemostcompellingstoryaboutthestate.Spendingbehindsearchconnectsbusinessleaderswhoareseekinginformationtorelevantinformationandcontent,whilesocialallowsforhighlytargeted,efficientmessaging.

FYMEDIABUDGETSFORBUSINESSMARKETING2015-16 2016-17 2017-18

TV $14,254,954 $20,730,996 $24,348,711Search $543,235 $649,591 $828,258Social $80,529 $515,274 $483,682Events $10,810 $342,725 $383,260Print $1,099,064 $5,717 $173,545ContentPartnerships $430,912 $1,251,450 $0TOTAL $16,419,504 $23,495,753 $26,217,456

MarketingGoals

ESD’smarketinggoalsareto:

• CreatepositiveperceptionsaboutNewYorkState;• EstablishNewYorkState’scredentialsasagoodplacetodobusiness;• ProvideinformationthatcanhelpdecisionmakerschooseNewYorkState;and• ConnectdecisionmakerswithESDteammemberswhocanmaximizethepossibilityofapositiveNewYorkdecision.

Thesegoals,inconjunctionwithmarketingspendallocationaretranslatedintoKeyPerformanceIndicators(KPI’s),whicharemonitoredonanongoingbasisthroughavarietyofways.KPI’sinclude:

• MeasurementofperceptionsonNewYorkStatebusinessattractiveness,particularly:

o LikelihoodofconsideringNewYorkStateforapossiblebusinessexpansion,relocationorstart-up;

3

o PerceptionsofNewYorkState—measuredbylevelofagreementwitheightstatementsthathavebeenstatisticallydeterminedtobeeitherCriticallyorIntrinsicallyImportantdriversofbusinesslocationselection;and

o RatingsofNewYorkStateonthreestatementspertainingtobusinessclimateandmomentum.

• Websitevisitsandduration;and• QualityleadstoNewYorkStateoriginators.

PerformanceMeasurementTools

ThreecriticaltoolsareusedtomeasureandevaluateperformanceagainstKPI’s:

1. QuantitativeIn-MarketTrackingResearch

• ConductedbyRussellResearch,awell-respected,nationalmarketingresearchfirm;

• 3,600(300/month)onlineinterviewsamongtop-levelbusinessleaderslocatedatcompanyheadquarters.Companiesofallsizesarerepresentedintheresearchandsamplingisconductedbothin-stateandout-of-state,withquotasforeachofthesetoensuretheyreflecttheactualcompositionofbusinessesintheregionswherecommunicationsareplaced;

• Thisresearchisdesignedtohelpidentify“leadingindicator”changesamongthesekeystakeholders,allowingustorespondwithoptimizedmediaandmessaging;

• Measuresawarenessofmarketing,perceptionsofNYState,considerationandtimeframeforbusinessdecisions;and

• Benchmarkedversusotherstates.

2. AnalysisofWebsiteActivityviaGoogleAnalytics

• ESDwebsiteisanimportantavenueforthoseseekinginformation;and• Inadditiontoalreadycollectingvisits,pageviewsandtimespentonsite,ESDMarketingwillbeimplementinganongoingusersurveytohelpidentifywhoisusingthesiteandtounderstandtheimpactoftheirexperience.

3. LeadGeneration

• ESDRegionalOfficesprovideLeadsReports,withvitalinformationonboth:o Quantityofleads—i.e.,TotalLeadsgenerated;ando Qualityofleads—i.e.,SecondQueries.

4

DataAnalysis

LOGICTIVITYLLCwasselectedbyESDMarketingtooverseetheanalysisofalldatacontainedinthisreportandtoassistinitspreparation.

LOGICTIVITYLLCisanindependent,strategicmarketingconsultancyspecializingincommunications,businessanalytics,andquantitativeandqualitativemarketresearch.Thefirmwasfoundedin2006byCherylBailey—anexpertinstrategicplanningwithmorethanthreedecades’worthofexperiencehelpingsomeoftheworld’slargestbrandsmeasureandachievetheirmarketinggoals.

Forthisreport,LOGICTIVITYLLCreviewedallofESD’smarketingcommunications,mediaspendinghistoryandmediamix.TheythenpartneredwithESDMarketing,RussellResearchandESD’sadvertisingagency,CampbellEwald,toensuretheaccuracyandinterpretationofalldatapresentedherein.

5

MARKETINGPERFORMANCE:ALOOKATFY2017/18

Overall,ESDMarketingcontinuedtomakeastrongimpactinFY2017/18,andwasassociatedwithrecordlevelprivatesectorjobnumbersandcontinueddeclinesinunemployment.Moreover,ESD’sbusinessmarketingprogramsmetorexceededallKPIgoalsforthemostrecentfiscalyear.

Advertisingcommunicationsbroke-throughathigh-levelsandwerewell-likedbybusinessleaders.Importantly,theyprovedeffectiveintermsofbuildingconsiderationandpositiveperceptionsforNewYorkState.ThedataalsoshowsthatcommunicationswereinstrumentalinmaintainingNewYorkState’ssuperiorpositionrelativetootherstatesasagreatstatetoconductbusiness.Finally,communicationsledtoaction—propellingmonthlyvisitstoESD.ny.govtorecordlevels.

DetailsandSupportingData

ESD’smarketingeffortsmetorexceededallKPIgoalsforFY2017/18.MetricsforconsiderationofNewYorkStateasaplacetostart,expandorrelocateabusiness,aswellasallNewYorkStatebusinessclimateratings,areparticularlyimpressiveandsignificantlyabovegoals.

Awareof Diff.vs.KPIAdvertising Goal

ConsiderationWoulddefinitelyconsiderNewYorkState 48% +8Woulddefinitely/probablyconsiderNewYorkState 68% +7CriticallyImportantAttributes:%agreeProvidesaqualityworkforceforbusiness 77% +2Isgoodformybusiness 71% +6Goodinfrastructureforbusiness 76% +2Governmentunderstandswhatbusinessneeds 65% +3IntrinsicallyImportantAttributes:%agreeGoodplaceforayoungpersontolive&work 74% +/-0Attractsinnovativebusinesses 77% +4Goodplacetorecruityoungqualitytalent 78% -1Isattractivetoayoungqualityworkforce 74% +/-0BusinessClimateRatingsOverallNewYorkStateBusinessClimate 65% +7Improvementonbusinessclimatebygovernment 62% +8Businessclimatemomentum 63% +8*Source:In-MarketTracking/RussellResearch

6

BusinessleadersreportveryhighrecallofbusinessadvertisingforNewYorkState,withnearly6outof10(58percent)statingtheysawtheadvertisinginthepastthreemonths.Toputthislevelofawarenessinperspective,RussellResearchreportsthat“veryfewcategoryleadersacrossawiderangeofcategoriesachieveadawarenesslevelsabove50percent.”

*Source:In-MarketTracking/RussellResearch

58%

27%

35%38%

46%

0%

10%

20%

30%

40%

50%

60%

70%

NewYorkState Non-Profits Banking/FinancialServices

Retail FastFood

AdvertisingAwareness(NewYorkStatevs.AverageforOtherAdvertisedCategories)

NewYorkState

7

ESD’scommunicationsscorehighintermsofappeal,withthevastmajorityofbusinessleaderssayingtheylikethecommercialseither“verymuch”or“somewhat.”Whileallcommercialsperformadmirablyonthismeasure,NewNewYork,InfrastructureandForwardConnectionswere“standout”spotsfor2017/18intermsoflikability.


81%

87%

92%

75%

89%

80%79%

83%84%

60%

65%

70%

75%

80%

85%

90%

95%

CollegeTuition

NewNewYorkInfrastructure MovingForward

ForwardConnections

SoaringRegion

SoaringGrowth

RisingSkyHigh

RisingTogether

AppealofESDTVCommercialsAmongTotalAwares(%"LikeVeryMuch/Somewhat")

NewNewYork

Infrastructure ForwardConnections

8

ESD’scommunicationsarehighlyeffectiveatdrivingconsiderationofNewYorkStateasaplacetostart,relocateorexpandabusiness.Infact,thoseawareoftheadvertisingareafull30percentagepointshigherintermsofpositiveconsiderationvs.thosewhoareunawareoftheadvertising.

Additionally,therearedouble-digit,positivedifferencesbetweenthoseawareandnotawareonallmetricspertainingtoperceptionsofNewYorkStateanditsbusinessclimate.ThesedramaticandsignificantdifferencesacrosstheboardspeaktothepersuasivepowerofESD’scommunications.

AwareofAdvertising

UnawareofAdvertising

Diff.

ConsiderationWoulddefinitelyconsiderNewYorkState

48% 18% +30

Woulddefinitely/probablyconsiderNewYorkState

68% 35% +33

CriticallyImportantAttributes:%agreeProvidesaqualityworkforceforbusiness

77% 55% +22

Isgoodformybusiness 71% 43% +28Goodinfrastructureforbusiness 67% 45% +22Governmentunderstandswhatbusinessneeds

65% 40% +25

IntrinsicallyImportantAttributes:%agreeGoodplaceforayoungpersontolive&work

74% 53% +21

Attractsinnovativebusinesses 77% 51% +26Goodplacetorecruityoungqualitytalent

78% 60% +18

Isattractivetoayoungqualityworkforce

74% 60% +14

BusinessClimateRatingsOverallNewYorkStateBusinessClimate 65% 33% +32Improvementonbusinessclimateratingbygovernment

62% 30% +32

Businessclimatemomentum 63% 30% +33

9

ThereisstrongevidencethatcommunicationsalsopositionNewYorkStateveryfavorablycomparedtootherpossiblebusinesslocations.First,thoseawareofESD’sadvertisingaresignificantlymorelikelytosaytheywouldconsiderNewYorkStateforapossiblebusinessstart-up,expansionorrelocationvs.thosewhoareunaware:68percentvs.35percent.Second,businessleadersawareofcommunicationsarealsosignificantlymorelikelytoconsiderNewYorkStateoverallotherstatesthataretrackedintheresearch.

*Source:In-MarketTracking/RussellResearch *Source:In-MarketTracking/RussellResearch

Similarly,thoseawareofcommunicationsaresignificantlymore“proNewYorkState”intermsofbusinessclimatemomentum,with63percentindicatingthatthatthebusinessclimateinNewYorkStateis“gettingbetter”vs.only30percentamongthoseunaware.ThissamegroupofawaresalsorateNewYorkState’sbusinessclimatemomentumsignificantlymorefavorablycomparedtoallotherstatesthataremeasured.

*Source:In-MarketTracking/RussellResearch *Source:In-MarketTracking/RussellResearch

68%

35%

0%

20%

40%

60%

80%

ConsiderationforNewYorkStateAmongAwaresvs.Unawares(Percent"Definitely/ProbablyWouldConsider")

AwareofAdvertising UnawareofAdvertising

68%

47% 45% 44% 44% 42%35% 34%

0%10%20%30%40%50%60%70%80%

NY CA PA MA NJ CT OH IL

ConsiderationforNewYorkStatevs.OtherStatesAmongAwares(Percent"Definitely/ProbablyWouldConsider)

63%

30%

0%

20%

40%

60%

80%

BusinessClimateMomentumforNewYorkStateAmongAwares

vs.Unawares(Percent"Definitely/ProbablyWouldConsider")

AwareofAdvertising UnawareofAdvertising

63%

48% 44% 44% 42% 39% 42% 36%

0%

20%

40%

60%

80%


BusinessClimateMomentumforNewYorkStatevs.OtherStates

AmongAwares(%BusinessClimate"GettingBetter")

NY

NY

10

ESD.ny.govplaysacriticalroleinthemarketingmix,providinginformationtokeybusinessaudiencesandservingasaplatformtoconnectthemtotheNewYorkStatesalesteam.Assuch,marketingcommunicationsprominentlyreferenceESD.ny.gov,andencouragethetargettovisitthesite“togrowyourbusinesswithusinNewYorkState.”

DatafromGoogleAnalyticsdemonstratetheimpactofthiscall-to-action:inFY2017/18,averagemonthlyvisitswereup35percentvs.thepriorfiscalandexceeded84,000—anall-timehighsinceESDbeganmonitoringactivityonthesite.

Whileaveragemonthlyvisitsareanimportantindicatorofeffectiveness,leadsgeneratedfromthesevisitsareevenmoresignificant,withtotalleadsin2017/18increasing222percentoverthepriorfiscal,to2,667.Amongtheseleads,507were“qualifiedleads”,anincreaseof2percent.

WebsiteVisitationandLeads

*Source:GoogleAnalyticsandESDRegionalOfficesLeadsReports *Source:GoogleAnalyticsandESDRegionalOfficesLeadsReports

62,176

84,218

-10,00020,00030,00040,00050,00060,00070,00080,00090,000100,000

AverageMonthlyVisits

2016/17 2017/18

829497

2,667

507

-

500

1,000

1,500

2,000

2,500

3,000

3,500

TotalLeads QualifiedLeads

2016/17 2017/18

+35% +222%

+2%

%IncreaseYear-to-Year %IncreaseYear-to-Year

11

MARKETINGPERFORMANCEDETAILS:TRENDSOVERTIME

ESDMarketing,alongwithRussellResearch,tookinitialmeasurementsonconsiderationandbusinessclimatemomentuminFall2013andWinter2014.InFall2014,additionalmeasurementscoveringperceptionsofNewYorkStatewereincluded.From2015/16on,considerablymoredatahasbeencollectedthroughouttheentirefiscalyear.Thus,whilecompletedataforalloftheyearsisnotavailable,trendsinNewYorkState’sperformanceovertimehavebeenexaminedwhereverpossible.

Basedonavailabledata,FY2016/17wasanexceptionallystrongyear,withscoresreachingtheirhighestlevelsacrossallyearsstudied.Akeyhypothesisisthatmetricsfor2016/17mayhavebeensomewhat“inflated”–buoyedbythemonthsofanticipationleadinguptotheNovember2016electionsanditspromiseofaneweconomicagenda.AccordingtotheConferenceBoard,theConsumerConfidenceIndexcontinuedtotrendupwardthroughout2016,andhita9-yearhighafewweeksbeforetheelection.GiventhisunusuallystrongperformanceduringFY2016/17,scoresforthecurrentfiscalarecomparativelylower.Inotherwords,the“gains”madeintheprioryearwerenotsustained.

ThereappeartobeseveralotherreasonsastowhyscoresforNewYorkStateinthecurrentFYwerenotatthesamelevelsasinFY2016/17.OnehypothesisisthatthechoiceofESDcommunicationsmayhavebeenafactor.Thatis,declinesforNewYorkStatemaybeattributed,inpart,tothestrategicdecisiontofocusinvestmentagainstregionalmessagespromotingbusinessactivityinspecificpartsofthestate.Thisemphasisonspecificregions,whileinlinewiththebroaderUpstateRevitalizationInitiative(URI),waslikelyrelevanttofewerbusinessleaders–i.e.,thosewholiveinorarewillingtodobusinessinthoseregions.Withlessrelevantmessagingtothebroadertargetofbusinessleaders,considerationforandperceptionsofNewYorkStatewerenotpositivelyimpactedasstronglyasinthepreviousFY.

Importantly,NewYorkwasfarfrombeingtheonlystatetosufferduringthelatestFY.Infact,everystatethatistrackedexperienceddeclinesonkeymeasuresrelativetothehighscoresofFY2016/17.

• Allstatesshowdeclinesamongbusinessleadersintermsofwillingnesstoconsideragivenstatetostart,expand,orrelocateabusiness.

• Perceptionsofbusinessclimatemomentumarelowerforallstates—withfewerbusinessleadersfeelingthatthebusinessenvironmentineachstateisgettingbetter.Overallratingsofbusinessclimatearealsodownforeverystate.

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Thefactthatthesedeclinesareevidentforallstatessuggeststherearebroaderforcesatplay–namely,greateruncertaintyandlessconfidenceintheeconomyatthenationallevel.Indeed,theselessfavorableattitudesaboutbusinessmomentumarereflectedinthemetricsamongbusinessleadersregardingtheircommitmenttodoingbusinessingeneral.Thatis,whenaskedaboutcurrentplanstostart,expandorrelocate,significantlyfewerbusinessleadersinthecurrentfiscalare“readytomakeamove,”regardlessoflocation.Inotherwords,theyaremorehesitanttomakeanychangesandthishesitancyisreflectedintheirmorecriticalviewsofeachstate’scurrenteconomicclimate.

Finally,whenevertrenddataisexamined,someyear-to-yearvolatilityinscoresistobeexpected.However,thenetresultisthatNewYorkStateisstill#1amongbusinessleaders.Anditcanbeunequivocallystatedthatperceptions–particularlyintermsofconsiderationandbusinessclimate–haveimprovedandaresignificantlymorefavorabletodaycomparedtothestartoftrackinginFall2013.


FiscalYear2016/17wasabanneryear,withscoresoneverymeasurespikingtotheirhighestlevelssincemeasurementbeganin2013,liftedbythepositivemomentumtypicallyseeninelectionyears.Now,severalmonthspost-election,scoresforthecurrentFYdonotmatchlevelsachievedinFY2016/17.

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WhiletheunusuallyhighscoresforFY2016/17wouldbeachallengetomatchorexceedinanyyear,thechoiceofcreativemessagingmayalsohavecontributedtolowerscoresforNewYorkStateonconsiderationandperceptionsforthecurrentfiscal.FullyhalfoftheFY2017/18budgetwasinvestedbehindregionalmessaging–thatis,withcommercialsdesignedtotellthestoryofthebusinessprogressandactivityinspecificpartsofthestate.Themajorityoftheseregionalmessages,whilewell-liked,tendedtobelesseffectivethanbroadermessagingaboutNewYorkStateatimprovingopinionsofbusinessclimatemomentumandpersuadingbusinessleaderstoconsiderNewYorkState.

*Source:RussellResearch

81%

87%

92%

75%

89%

80% 79%83% 84%

73%

79% 80%

71%74%

68%66%

71%

80%

70%74%

78%

55%

70%

62%

57%

64%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

CollegeTuitionNewNewYorkInfrastructure MovingForward

ForwardConnections

SoaringRegion SoaringGrowth

RisingSkyHigh

RisingTogether

PerformanceofRegionalCampaignvs.BroadMessagingAmongAdAwares

LikeVeryMuch/Somewhat

Much/SomewhatBetterOpinionofNYBusninessClimate

Much/SomewhatMoreLikelyToConsiderNY

RegionalCampaign

14

BeyondmessagingstrategyforNewYorkState,thedatashowthatthereareothercluesastothedeclinesexperiencedinFY2017/18.

Specifically,NewYorkStateisnotalone.Everystatethatistrackedisexperiencingdeclinesonconsiderationandbusinessclimate.

Lookingintoeachofthesemeasuresindetail,NewYorkStatecontinuestoleadintermsofconsideration,buthasexperienceddeclinesonthismeasurealongwitheveryoneelse.


60%

49%46%

41%46%

41%37%

34%

54%

43%40%

37% 37% 35%31%

28%

0%

10%

20%

30%

40%

50%

60%

70%


ConsiderationAmongBusinessLeaders(%"Definitely/ProbablyWouldConsider")

FY'16/'17 FY'17/'18

NY

15

Businessclimateratingsshowasimilarpattern.Businessleadersareaskedtwoquestionsaboutbusinessclimate.Businessmomentumismeasuredbyaskingwhetherthey“believethebusinessclimateineachstatehasgottenbetter,worseorstayedthesame.”Theyalsorateeachstate’sbusinessclimateoverall–fromexcellenttopoor.Onbothmeasures,NewYorkStatecontinuestolead,butscoreshavefallenforNewYorkandallotherstates.



53%

47%

41% 40% 42% 39%42%

35%

49%

41%38% 36% 36%

33%37%

31%

0%

10%

20%

30%

40%

50%

60%


BusinessClimateMomentumAmongBusinessLeaders(%BusinessClimateis"GettingBetter")

FY'16/'17 FY'17/'18

57%

51%

38% 39%40%

38%35%

33%

52%

44%

34% 35% 34% 32%29%

27%

0%

10%

20%

30%

40%

50%

60%


BusinessClimateRatingsAmongBusinessLeaders(%BusinessClimateis"Excellent/VeryGood")

FY'16/'17 FY'17/'18

NY

NY

16

SincethesedeclinesarenotisolatedtoNewYorkState,itappearsthatbroaderforcesareatplay.Businessleadersareexhibitinggreateruncertaintyabouttheeconomy,andinfact,thepercentageofbusinessleaderscommittedto“makingamove”anywherehasfallensignificantlyvs.thepriorFY.


67%

60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

FY'16/'17 FY'17/'18

CommittmenttoStarting/Expanding/RelocatingBusiness(%"CurrentlyConsidering")

17

Finally,despiteyear-to-yearfluctuationsinthedata–andtheunusualincreaseinscoresinFY2016/17—theevidenceisclear:NewYorkStateisinabetterpositiontodayinthemindsofbusinessleadersthanitwaswheninitialmeasurementsweretakeninFall2013.NotonlyhasNewYorkStateincreaseditsleadoverotherstatestoremain#1intermsofconsideration,itleadsintermsofbusinessclimateandmomentum.

Fall2013

Winter2014

Fall2014

FY‘15/‘16

FY‘16/‘17

FY‘17/‘18

Diff.FY‘17/‘18vs.2013

Consideration(%“Definitely/Probably”wouldconsider)

45 49 57 56 60 54 +9

BusinessClimateMomentum(%“GettingBetter”)

29 49 50 49 53 49 +20

BusinessClimateRating(%“Excellent/VeryGood”)

34 44 55 52 57 52 +18*Source:In-MarketTracking/RussellResearch

CONCLUSIONS

QuantitativeperformancemeasurementsshowthatESD’smarketingcommunicationsnotonlystrengthenthevisibilityofNewYorkState,theycreatepositiveperceptionsamongbusinessleaders.Assuch,theyareanimportantcomponentinhelpingtodrivejobgrowthandbusinessexpansioninNewYorkStateandshouldcontinuetobesupported.

TourismMarketingPerformanceReport

18

TOURISMMARKETINGPERFORMANCEREPORTFY2017/18

OverviewofReport

ThisreportsummarizestheimpactofEmpireStateDevelopment’stourismmarketingeffortsduringFY2017/18andovertimesince2015.Itpresentsreliable,quantitativeevidencedemonstratingthatshiftsinperceptionsofNewYorkStateasavacationdestinationamongtheall-importanttargetofFamilyVacationerscanbeattributedtoEmpireStateDevelopment’stourismmarketingprograms.

BACKGROUND

Priorto2011,NewYorkState(NYS)didrelativelylittletopromotetourismandperceptionsofa“NewYorkvacation”werealmostexclusivelyassociatedwithNewYorkCity.Fromdayone,theCuomoadministrationrecognizedthehugepotentialfortourismtopositivelyimpactthestateeconomyandgeneratejobgrowth.Simplyput,asavacationdestination,NewYorkStatehasitall.Frombeachestomountains,citiesbigandsmalltoserenestateparks,NewYorkStatehasworld-classoptionsforeverytravelerall-yearround.

Accordingto2017datafromtheFamilyTravelAssociation,thefamilytravelmarketisestimatedtobea$150billionindustrythatisgrowingeveryyear.1ToincreaseNewYork’sshareofthisimportantsector,theCuomoadministrationiscommittedtotourism,andhasinvestedheavilytopromoteattractionsanddestinationsacrossthestate,includingbuildingwelcomecenters,improvinginfrastructure,andprovidinggrantsandincentivestobusinesseslookingtogrowthetourismeconomy.

Today,thestatestandsonitsownasthe#1most-consideredfamilyvacationdestinationintheNortheast.2Moreover,theeconomicimpactoftourismcomesfromallcornersofthestate,withDirectVisitorSpendingprojectedtobeover$68billioninFY2017/18.3

ItisEmpireStateDevelopment(ESD)Marketing’schargetodevelopcommunicationsthatshowcaseNewYorkStateasanidealvacationdestinationforfamilieswithchildrenofallages.

1TheFamilyTravelAssociationisthetravelindustry’sleadingcoalitionoffamilytravelsuppliers,resourcesandexperts.Growthfor2018isprojectedtobe+8%.2Source:In-MarketTracking/RussellResearch3Source:ESDTourismEconomics

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MarketingSpend

For2017/18,thetotaltourismmediabudgetwas$26,444,388,anincreaseof13.5percentovermarketingspendin2016/17.

Televisioncontinuedtobethemajordriverofspend,asthechannelallowsESDtoleveragesight,soundandmotiontotellthemostcompellingstoryaboutthestate.Out-of-Home(OOH),searchandnumerousevents(suchastheNYStateFair,LongHaulandWatkinsGlen)alsoreceivedconsiderablesupport.

FYTOURISMMEDIABUDGETS2015-16 2016-17 2017-18

TV $16,106,503 $16,794,861 $18,780,297OOH $1,081,059 $1,676,719 $2,532,605Events $74,531 $1,232,394 $1,648,287Search $923,750 $1,158,674 $1,277,888OnlineVideo/Banners $0 $50,000 $648,000DigitalContent $373,500 $1,301,750 $566,500Social $303,750 $462,151 $396,830Radio $54,092 $369,518 $314,408Print $58,520 $165,356 $168,820Syndication $0 $87,550 $110,753TOTAL $18,975,705 $23,298,973 $26,444,388

MarketingGoals

ESD’smarketinggoalsaretoincreasetourismvisitsandexpendituresinNewYorkStateby:

• CreatingawarenessandenthusiasmforvacationinginNewYorkState;• EstablishingNewYorkStateasthebestchoiceforafamilyvacationwithintheNEdrive-ableregion;and

• Providinginformationandresourcesthathelpfamilyvacationdecision-makerschooseNewYorkStateandplantheirtrip.

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Thesegoals,inconjunctionwithmarketingspendallocationaretranslatedintoKeyPerformanceIndicators(KPI’s),whicharemonitoredonanongoingbasisthroughavarietyofways.KPI’sinclude:

• MeasurementofperceptionsonNewYorkStateattractivenessasavacationdestination,particularly:

o LikelihoodofconsideringNewYorkStateforavacation/getaway;ando PerceptionsofNewYorkState—measuredbylevelofagreementwitheightstatementsthathavebeenstatisticallydeterminedtobeeitherCriticallyorIntrinsicallyImportantdriversofvacationdestinationselection.

• ILNYwebsitevisitsandactivity.• NewYorkStatevisitorcountsandRevPAR(i.e.,RevenuePerAvailableRoom).

PerformanceMeasurementTools

ThreecriticaltoolsareusedtomeasureandevaluateperformanceagainstKPI’s:

1. QuantitativeIn-MarketTrackingResearch

o ConductedbyRussellResearch,awell-respected,nationalmarketingresearchfirm;

o 3,600(300/month)onlineinterviewsamongfamilyvacationplanningdecisionmakers—parents25-54withHHI$50K+whotravelwithchildrenlessthan18yearsofage,andresideinNewYorkStateoradjoiningareas/DMA’s;

o Thisresearchisdesignedtohelpidentify“leadingindicator”changesamongthiskeytarget,allowingESDMarketingtorespondwithoptimizedmediaandmessaging;

o Measuresimportanceofvacationcriteria,awarenessofmarketing,perceptionsofNewYorkStateasavacationdestinationandfutureconsideration;and

o Benchmarkedversusotherstates.

2. AnalysisofWebsiteActivityviaGoogleAnalytics

o ILNYwebsiteisanimportantavenueforthoseseekinginformationandtogeneratefurtherexcitementaboutaNewYorkStateVacation;and

o Inadditiontoalreadycollectingvisits,pageviewsandtimespentonsite,ESDMarketingwillbeimplementinganongoingusersurveytohelpidentifyhowthesiteisbeingusedwithinthecontextofoverallvacationplanning,andtounderstandtheimpactoftheuserexperience.

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3. TourismandeconomicdatafromESDandNYSDept.ofLabor

o ThisincludesdataonVisitation,RoomSupply,RoomsSold,RevPAR,JobGrowthandprojectedDirectVisitorSpendingandTotalEconomicImpact.

DataAnalysis

LOGICTIVITYLLCwasselectedbyESDMarketingtooverseetheanalysisofalldatacontainedinthisreportandtoassistinitspreparation.

LOGICTIVITYLLCisanindependent,strategicmarketingconsultancyspecializingincommunications,businessanalytics,andquantitativeandqualitativemarketingresearch.Thefirmwasfoundedin2006byCherylBailey—anexpertinstrategicplanningwithmorethanthreedecade’sworthofexperiencehelpingsomeoftheworld’slargestbrandsmeasureandachievetheirmarketinggoals.

Forthisreport,LOGICTIVITYLLCreviewedallofESD’smarketingcommunications,mediaspendinghistoryandmediamix.TheythenpartneredwithESDMarketing,RussellResearchandESD’sadvertisingagency,CampbellEwald,toensuretheaccuracyandinterpretationofalldatapresentedherein.

MARKETINGPERFORMANCE:ALOOKATFY2017/18

Overall,ESDMarketingcontinuedtomakeastrongimpactinFY2017/18,andwasassociatedwithrecordlevelsofvisitorstoNewYorkStateandrelatedincreasesinDirectVisitorSpending,TotalEconomicImpactandJobGrowth.Moreover,ESD’smarketingmetorexceedednearlyeveryKPIgoalforthemostrecentfiscalyear.

Advertisingcommunicationswerewell-likedandplayedakeyroleincreatingawareness,enthusiasmandinterestinvacationinginNewYorkState.Infact,amongboththetargetingeneralandthoseawareofESD’sadvertising,perceptionsofavacationinNYSactuallyexceedexpectationsonvirtuallyeverythingthatisimportanttofamilies.Asaresult,NYS– theentirestate–isthe#1most-consideredfamilyvacationdestinationintheNortheast,evenaheadofNewYorkCity.

Finally,communicationsledtoaction—propellingmonthlyvisitstoILOVENY.comtorecordlevels.

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TourisminNewYorkStatecontinuestoboomandshowtremendousvitalityonallfronts,withincreasesinvisitation,roomsupply,roomdemand,economicimpactandjobgrowth.Specifically,projectedvisitationnumbersforFY2017/18areup+1.7percentoverpriorfiscal.Whileavailableroomsupplyincreased+2.89percentinFY2017/18vs.lastyear,roomssoldalsoincreased+3.7percentduringthissameperiod.RevPARforNewYorkState(excludingNYC)increasedaswell,from1.1percentinFY2016/17to2.1percentinFY2017/18.Consistentwiththeseincreases,therearesizeablegainsinDirectVisitorSpending(+4.33percent),TotalEconomicImpact(+3.8percent)andJobGrowth/AnnualAverageEmployment(+1.8percent).

FY2016/17

FY2017/18

%Diff.

PercentagePointDiff.

Visitation(Projected)

240,573,400 244,641,668 +1.7% N/A

RoomSupply 82,228,583 84,607,389 +2.89% N/ARoomsSold 60,382,081 62,629,459 +3.7% N/ARevPAR%changevs.priorperiod:NewYorkState

3.8 3.9 N/A +0.1PPT

RevPAR%changevs.priorperiod:NYS(excludingNYC)

1.1 2.1 N/A +1PPT

DirectVisitorSpending(Projected)

$65,335,919,000 $68,187,658,149 +4.33% N/A

TotalEconomicImpact(Projected)

$105,600,000,000 $109,600,000,000 +3.8% N/A

AverageAnnualEmployment(Projected)

924,700 941,200 +1.8% N/A

*Source:NYSDept.ofLaborandESDTourismEconomics

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ESD’smarketingwassuccessfulatmeetingorexceedingvirtuallyallKPIgoalssetforFY2017/18,withparticularlystrongperformanceonthemeasureofconsiderationandseveralcriticallyimportantdriversofvacationselection,including“aplacetospendqualitytimewithfamily/significantothers”and“hasmanyplacesforfamiliestovisit.”

AwareofAdvertising

Diff.vs.KPIGoal

ConsiderationWoulddefinitely/probablyconsiderNYSforvacationinnextyear

87% +4

CriticallyImportantAplacewhereIcancreatelastingmemorieswiththoseIcareabout

83% +2

Aplacetospendqualitytimewithfamily/significantothers

84% +7

Hasmanyplacesforfamiliestovisit 83% +4Isgoodvalueforthemoney 74% -1IntrinsicallyImportantIsaplacefamilyandfriendsgo 82% +3IsaplaceIknow 77% +2Isaplacethatisspecialandunique 74% +/-0Recommendedbyfamilyandfriends 75% -1


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In the competitive and cluttered family vacation marketplace, ESD’s communications stood out and were highly appealing and motivating to the target. Specifically, nearly half of family vacation decision-makers (47%) recall seeing one or more specific New York State tourism commercials; each commercial aired in FY 2017/18 was well-liked and piqued the target’s interest to learn more.

*Source: In-Market Tracking/Russell Research

ESD’s communications are highly effective at driving consideration and enthusiasm towards New York State as a place for a family vacation.

While both those aware and unaware of ESD’s advertising show high levels for both of these measures, those aware of the advertising are even more likely—by a significant margin—to consider vacationing in New York State vs. their unaware counterparts. The same pattern is seen on the measure of enthusiasm, with those aware of advertising significantly beating those unaware when it comes to recommending New York State to friends and co-workers.

Aware of Advertising

Unaware of Advertising

Diff.

Consideration Would definitely/probably consider NYS for vacation in next year 87% 79% +8

Enthusiasm Highly likely to recommend NYS to friends and co-workers 86% 80% +6


88% 90%94%

84%90%

96% 100%

83%

69%78% 82%

69%75%

83%93%

74%

0%

20%

40%

60%

80%

100%

120%

Equal Rights Finger Lakes Adirondacks Echoes GeneralAttractions

Catskills Fall Events Winter Ski

Appeal and Persuasive Power of ESD TV Commercials

Likeability Def/Prob Would Take Action to Learn More

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These high scores on consideration and enthusiasm are testament to the fact that perceptions and imagery associated with a NYS vacation are strong among both the target in general and those aware of the advertising, in particular. In fact, for both groups, perceptions of a New York State vacation actually exceed expectations. In other words, NYS “over-delivers” on virtually every single criteria that families deem as highly important to them when deciding where to vacation. With comparatively higher scores among those aware of ESD’s advertising, it is clear that communications that reach the target are connecting with them on what matters most.

The one exception is on “good value for the money.” Reasons for why New York State falls short on this important dimension are discussed in the second half of this report, which examines trends.

FY 2017/18 % Rating Highly Important (Top 3 Box on a 10 Point Scale)

Total Target % Describes NYS Vacation (Top 3 Box on a 10 Point Scale)

Diff. Vs. Importance

Target Aware Of Advertising % Describes NYS Vacation

Diff. Vs. Importance

Critical Drivers Create lasting memories 80 78 -2 83 +3

Quality time w/ family & friends

82 80 -2 84 +2

Many places for families to visit

66 78 +12 83 +17

Good value for the money 76 67 -9 74 -2

Intrinsic Drivers Place family/ friends go 58 74 +16 82 +24

Place I know 31 69 +38 77 +46Special & unique 59 67 +8 74 +15

Recommended by friends/ family

45 67 +22 75 +30


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Given the exceptionally strong scores for New York State on consideration, likelihood to recommend and imagery dimensions, it is not surprising that New York State is well-positioned competitively vs. other Northeast drive-able vacation destinations. In fact, New York State is #1: it has the highest level of consideration for vacationing in the next year—significantly surpassing the entire New England region, NJ, PA and even New York City.


83%

74% 75%

59%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

New York State (Otherthan New York City)

New York City New England New Jersey Pennsylvania

Destination Consideration: NYS vs. Competitive(% Definitely / Probably Would Consider)

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Along with these high scores on consideration, NYS image ratings surpass those of neighboring states on nearly every dimension. Again, it is clear that ESD’s communications play a strong role in elevating these perceptions even further. That is, those aware of ESD’s advertising are significantly more positive about New York State when compared to their perceptions of New England, NJ and PA. Furthermore, among this group, New York State even holds its own vs. New York City.

New York State Advantages Vs. Competitive States (Among Total Aware of Advertising)

FY 2017/18 NYS NYC New England New Jersey Pennsylvania

Critically Important Is a place where I can create lasting memories for myself and those I care about

83 85 79 67 76

Is a place where I can spend quality time with my family/significant other

84 80 80 69 77

Has many places for families to visit 83 83 77 68 78

Is a good value for money 74 49 63 57 72

Intrinsically Important Is a place family and friends go 82 80 75 64 73

Is a place I know 77 76 56 58 63

Is recommended by family or friends 75 77 70 57 65

Is a place that's special and unique 74 84 72 56 63

*Source: In-Market Tracking/Russell ResearchSignificantly Higher Than NYS

Significantly Lower Than NYS

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Finally, the ILOVENY.com website plays a critical role in the marketing mix, providing information on all that New York State has to offer. As such, tourism communications from ESD always feature the web address prominently and encourage the target to “visit ILoveNY.com to plan your family’s vacation today.”

Data from Google Analytics demonstrate the impact of this call-to-action: in FY 2017/18, average monthly website visits reached an all-time high, with just over 321,000 visits per month. This represents a 2 percent increase vs. prior year.

*Source: Google Analytics

MARKETING PERFORMANCE DETAILS: TRENDS OVER TIME

ESD Marketing initially began tracking perceptions of New York State in 2015. That year, perceptions at two points in time were measured, to capture winter vs. summer performance. In FY 2016/17, a much more sophisticated and robust monthly tracking study was implemented. Therefore, fully comparable trend data is only available for FY 2016/17 vs. FY 2017/18, with just a few measures being comparable to 2015 waves.

Looking at FY 2016/17 vs. FY 2017/18, year-over-year results are clearly impressive:

• Consideration for New York State is high and has remained steady, whileconsideration for every other destination tracked has fallen during the most recentFY; and

• New York State exceeded expectations among those aware of the advertising twoyears in a row on virtually every imagery dimension deemed most important to thetarget, performing even better overall in 2017/18 vs. 2016/17.

314,376 321,253

-

50,000

100,000

150,000

200,000

250,000

300,000

350,000

FY'16/'17 FY'17/'18

Website Visits (Monthly Average)

+2%Year-Over-Year

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Finally,goingbackto2015whentrackingstarted,NewYorkStatehasmadesignificantandpositiveprogressoneverymeasureforwhichfourwavesoftrenddataareavailable,showingdouble-digitgainsonconsiderationandkeyimagedimensionsacrosstheboard.


Forthepasttwoyears,NewYorkStatehasremainedthe#1most-considereddestination,surpassingNewYorkCity,NewEngland,NJandPA.ConsiderationforNewYorkStatehasheldfirmat83percent,whileconsiderationforeveryotherdestinationfellsignificantlyinFY2017/18.


83%79% 80%

69%

78%83%

74% 75%

59%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

New York State (Otherthan New York City)

New York City New England New Jersey Pennsylvania

Destination Consideration: NYS vs. Competitive(% Definitely / Probably Consider)

FY'16/'17 FY'17/'18

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For two years running, positive associations with a vacation in New York State have exceeded expectations on nearly every single Critically and Intrinsically Important dimension among those aware of ESD’s communications. Clearly, ESD’s advertising is creating these favorable perceptions and building on them year-over-year, as FY 2017/18 scores are even higher in many instances than in FY 2017/16.

New York State Performance: FY 2016 vs. FY 2017/18 -Among Aware of ESD Communications-

FY 16/17 Diff: Associations w/ NYS vs. Importance

FY 17/18 Diff: Associations w/ NYS vs. Importance

Critical Drivers Create lasting memories +4 +3Quality time with family/friends +3 +2Many places for families to visit +14 +17Good value for the money +/- 0 -2Intrinsic Drivers Place family/friends go +20 +24Place I know +40 +46Special & unique +13 +15Recommended by family/friends +26 +30*Source: In-Market Tracking/Russell Research

Note that the one dimension where New York State failed to meet expectations in FY 2017/18 was on “good value for the money.” While the two-percentage point gap on this measure is not statistically significant among those aware of the advertising, data among the total target shown on page 8 show “good value” to be an issue.

In light of the fact that ESD’s communications are designed to build the New York State brand—as opposed to promoting prices or deals—advertising is actually doing a very good job of creating perceptions of “value.” However, in the broader marketplace at large, the target is increasingly associating “value” with “price,” because the travel industry and press frequently talk about “value” by promoting one or more of the following:

• All-inclusive Vacations—cruises or land-based choices such as Beaches by Sandals,where vacationers pay one fee in advance and leave their wallets at home;

• “Bundling”—by travel booking websites like Expedia and Travelocity—thatencourage vacationers to save money by booking air/rent-a-car/lodging together

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and at the same time and to look for complimentary services such as free breakfast and WiFi to be included as well; and

• The exotic or far from home destination du jour, available at an unbelievably lowprice. As of this writing, Greece, Cambodia, Mexico and Costa Rica are trending, withdeals so low they are nearly comparable to a local or domestic vacation for a familyof four.

Thus, it is within this environment that New York State’s performance on measures of value must be considered. Clearly, as consumers are increasingly savvy about spending their vacation dollars, the scores on “value” should be watched closely going forward.

Lastly, there is excellent news to report when trends for New York State are examined going back to the start of measurement in 2015. The evidence is clear: As a family vacation destination, New York State shows double-digit or statistically significant gains on consideration and all measureable image dimensions that drive the decision to choose New York State over other vacation options.

Winter 2015

Summer 2015

FY 16/17

FY 17/18

Diff: FY 17/18 vs. start

Consideration % Def/probably consider NYS in next year

63 60 83 83 +20

NYS Ratings Recommended by friends/family 48 46 74 67 +19Place family/friends go 58 57 78 74 +16Special & unique 50 49 73 67 +17Is a place I know 56 54 73 69 +13Good value for the money 49 47 74 67 +18


CONCLUSIONS

Quantitative performance measurements show that New York State – while already the #1 most considered – is an increasingly desirable family-vacation destination; and that ESD’s marketing communications have contributed to educating, enticing and convincing consumers that a vacation in New York State stands well-above all other regional options. As such, ESD’s marketing efforts are critical for growing tourism and therefore the economy in New York State, and should continue to be generously supported.

TourismMatchingFundsProgram

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MATCHINGFUNDS-2017

Overview

TheTourismMatchingFundsgrantprogram,initiatedinthe1978NewYorkStateTouristPromotionAct,wasestablishedtoprovidefundingtotouristpromotionagencies(TPAs)fortheplanningandpromotionofprogramsdesignedtostimulateandincreasetheeconomicimpactoftourismforNewYorkState.

FundingisavailabletoofficialTPAsformarketingeffortsthatlooktoreachnewmarketareasandexpandcurrenteffortsthathavethepotentialtoresultinneworsustainableovernightvisitation.$4,315,000wasappropriatedinthe2016-2017FYNYSBudgetfortourismMatchingFunds.Fromthatamount,$4,212,410.80wasdisbursedto62counties.

Thefollowingpercentagesareageneralsummaryoftheactivitiesthatwereconductedbythecounties:

• 33%Advertising• 22%TransferredtotheRegion(RegionalPrograming)• 15%Collateral• 7%Research• 6%WebDevelopment/Maintenance• 5%Mailings&Distribution• 5%TravelShows• 5%PublicRelations• 1%FamiliarizationTours• .6%Video/AVElements• .1%TelephoneServices/Consumer

The2017MatchingFundsGuidelinesandaSummaryofthe2017FinancialStatementssubmittedbyTPAsarebothattached.

ReturnonInvestment

TheMatchingFundsGrantProgramrequiresa1:1spendingmatchbycounties.Allcountiesparticipatingintheprogramarealsorequestedtoreportanyadditionaltourismspendingforthatcorrespondingyear.

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Thetotaloveralltourisminvestmentbycountiesforthe2017calendaryearwas$32,904,651.Thisindicatesa681%returnonstateinvestment,whereevery$1oftaxesinvestedintheMatchingFundsprogramcontributedto$6.81worthoftourismpromotionforthestate.

Recommendations

Thefollowingrecommendationsarebeingmadeconcerningthefutureorganization,implementationandimprovementoftheMatchingFundsprogram:

• Astatutorychangeisrequestedtoallowforflexibilityinthewaythatcountiesdemonstratetheirinitialcommitmenttotheirapplicationamount.

• Applicationandreportingsystemsshouldbeevaluatedandrefinedtoincreaseeaseofuseandreduceerrors.

2017 Matching Funds Financial Report

Total Award Amount Amt Vouchered Award + Match Total Project Expenditures Reported Amt Transferred to Region Supplemental Spent Total Spent Notes

The ADIRONDACKS

Clinton County $68,919 $68,919.00 $137,838.00 $137,838.00 $50,662.00 $16,011.31 $153,849.31

Essex County $101,282 $101,282.00 $202,564.00 $202,562.90 $55,666.67 $1,021,127.53 $1,223,690.43

Franklin County $101,282 $101,281.90 $202,563.80 $202,563.81 $55,666.67 $267,628.08 $470,191.89

Hamilton County $101,282 $101,281.90 $202,563.80 $202,653.80 $55,666.67 $53,007.94 $255,661.74

Lewis County $53,724 $53,724.00 $107,448.00 $106,107.32 $28,964.00 $18,280.15 $124,387.47 $670.34 repaid to NYS

Warren County $88,337 $88,337.00 $176,674.00 $176,674.00 $141,794.00 $1,632,928.94 $1,809,602.94

REGION TOTAL $514,826 $514,825.80 $1,029,651.60 $1,028,399.83 $388,420.01 $3,008,983.95 $4,037,383.78

(6 Counties) $1,029,651.60 $1,251.77

Adirondack Regional Spending $399,101.54 $19,231.00

CAPITAL-SARATOGA

Albany County $60,332 $60,332.00 $120,664.00 $120,794.30 $15,000.00 $147,341.21 $268,135.51

Fulton County $60,290 $60,290.00 $120,580.00 $120,579.96 $10,128.00 $3,575.00 $124,154.96

Rensselaer County $62,102 $62,102.00 $124,204.00 $124,204.00 $18,637.00 $0.00 $124,204.00

Saratoga County $59,732 $59,732.00 $119,464.00 $119,464.00 $10,000.00 $463,039.66 $582,503.66

Schenectady County $59,132 $59,132.00 $118,264.00 $118,264.00 $10,000.00 $392.73 $118,656.73

Washington County $58,632 $58,632.00 $117,264.00 $20,895.39 $6,000.00 $0.00 $20,895.39 $48,184.31 repaid to NYS

REGION TOTAL $360,219 $360,220.00 $720,440.00 $624,201.65 $69,765.00 $614,348.60 $1,238,550.25

(6 Counties) $720,440.00 $96,238.35

Capital Saratoga Regional Spending $72,463.00 $0.00

The CATSKILLS

Delaware County $63,732 $63,732.00 $127,464.00 $127,464.00 $28,000.00 $97,358.85 $224,822.85

Greene County $68,488 $68,488.00 $136,976.00 $136,976.00 $49,623.00 $618,861.45 $755,837.45

Sullivan County $64,604 $64,604.00 $129,208.00 $129,208.00 $40,000.00 $385,203.00 $514,411.00

Ulster County $68,032 $68,032.00 $136,064.00 $136,157.00 $49,500.00 $0.00 $136,157.00

REGION TOTAL $264,856 $264,856.00 $529,712.00 $529,805.00 $167,123.00 $1,101,423.30 $1,631,228.30

(4 Counties) $529,712.00 -$93.00

Catskill Regional Spending $157,623.00 $0.00

CENTRAL NEW YORK

Broome County $62,132 $62,132.00 $124,264.00 $124,238.08 $19,600.00 $86,010.85 $210,248.93

Chenango County $39,706 $39,706.00 $79,412.00 $79,333.58 $12,000.00 $30,630.78 $109,964.36

Madison County $62,132 $62,132.00 $124,264.00 $124,264.00 $19,000.00 $108,747.57 $233,011.57

Montgomery County $62,132 $55,000.00 $110,000.00 $109,999.93 $19,700.00 $1,700.00 $111,699.93

Oneida County $62,132 $62,132.00 $124,264.00 $124,480.00 $19,000.00 $203,183.46 $327,663.46

Otsego County $62,132 $62,132.00 $124,264.00 $124,264.00 $19,000.00 $622,114.00 $746,378.00

Schoharie County $62,132 $62,132.00 $124,264.00 $124,264.00 $19,000.00 $17,756.90 $142,020.90

Herkimer County (Town Webb) $60,132 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 Didn't voucher for funds

REGION TOTAL $472,629 $405,366.00 $810,732.00 $810,843.59 $127,300.00 $1,070,143.56 $1,880,987.15

(8 Counties) $810,732.00 -$111.59

Central NY Regional Spending $126,475.00 $20,918.02

CHAUTAUQUA-ALLEGHENY

Allegany County $60,289 $60,289.00 $120,578.00 $120,578.00 $10,274.00 $0.00 $120,578.00

Cattaraugus County $60,289 $60,289.00 $120,578.00 $120,578.00 $10,274.00 $68,361.89 $188,939.89

Chautauqua County $60,289 $60,289.00 $120,578.00 $121,591.00 $10,128.00 $309,598.00 $431,189.00

REGION TOTAL $180,868 $180,867.00 $361,734.00 $362,747.00 $30,676.00 $377,959.89 $740,706.89

(3 Counties) $361,734.00 -$1,013.00

Chautauqua-Allegheny Regional Spending $31,271.47 $0.00FINGER LAKES

Chemung County $66,762 $66,762.00 $133,524.00 $133,524.00 $84,671.25 $27,211.12 $160,735.12

Cayuga County $64,932 $64,932.00 $129,864.00 $129,864.00 $31,922.00 $200,171.00 $330,035.00

Cortland County $75,326 $40,000.00 $80,000.00 $69,355.50 $53,257.00 $12,903.15 $82,258.65 $5322.25 repaid to NYS

Ontario County $62,682 $62,682.00 $125,364.00 $125,365.00 $25,706.00 $334,800.38 $460,165.38

Monroe County $64,732 $64,732.00 $129,464.00 $129,464.00 $37,803.25 $831,927.70 $961,391.70

Livingston County $66,132 $66,132.00 $132,264.00 $132,263.97 $45,801.46 $1,718.18 $133,982.15

Schuyler County $76,702 $76,702.00 $153,404.00 $153,404.00 $82,200.00 $0.00 $153,404.00

Seneca County $58,257 $58,257.00 $116,514.00 $116,514.00 $13,502.39 $29,965.62 $146,479.62

Steuben County $81,282 $81,282.00 $162,564.00 $162,524.00 $108,676.00 $0.00 $162,524.00

Onondaga County $62,332 $62,332.00 $124,664.00 $124,664.00 $22,200.00 $112,844.00 $237,508.00

Tioga County $64,132 $64,132.00 $128,264.00 $128,264.00 $27,891.30 $808.70 $129,072.70

Tompkins County $66,762 $66,762.00 $133,524.00 $134,146.01 $40,513.00 $234,344.00 $368,490.01

Wayne County $66,762 $66,762.00 $133,524.00 $133,524.00 $40,609.20 $23,708.00 $157,232.00

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Yates County $44,729 $44,729.00 $89,458.00 $89,502.43 $38,378.00 $53,324.06 $142,826.49REGION TOTAL $921,523 $886,198.00 $1,772,396.00 $1,762,378.91 $653,130.85 $1,863,725.91 $3,626,104.82

(14 Counties) $1,772,396.00 $10,017.09

Finger Lakes Regional Spending $660,670.90 $24,727.50

GREATER NIAGARA

Erie County $60,927 $60,927.00 $121,854.00 $121,854.00 $13,122.00 $1,138,533.00 $1,260,387.00

Genesee County $64,456 $64,456.00 $128,912.00 $128,912.00 $29,688.00 $228,500.00 $357,412.00

NiagaraCounty $62,447 $62,447.00 $124,894.00 $124,894.00 $20,256.00 $2,250,112.01 $2,375,006.01

Orleans County $54,050 $54,050.00 $108,100.00 $108,100.00 $30,574.00 $0.00 $108,100.00

Wyoming County $62,447 $62,447.00 $124,894.00 $124,894.00 $20,256.00 $0.00 $124,894.00

REGION TOTAL $304,327 $304,327.00 $608,654.00 $608,654.00 $113,896.00 $3,617,145.01 $4,225,799.01

(5 Counties) $608,654.00 $0.00

Greater Niagara Regional Spending $123,896.00 $0.00

HUDSON VALLEY

Columbia County $59,426 $59,426.00 $118,852.00 $118,870.01 $6,076.00 $64,500.00 $183,370.01

Dutchess County $62,447 $62,447.00 $124,894.00 $124,894.00 $21,575.00 $655,629.86 $780,523.86

Orange County $61,132 $61,132.00 $122,264.00 $122,264.00 $20,000.00 $657,207.00 $779,471.00

Putnam County $60,039 $60,039.00 $120,078.00 $119,721.51 $0.00 $2,013.55 $121,735.06 $178.25 repaid to NYS

Rockland County $59,426 $59,426.00 $118,852.00 $118,841.48 $6,076.00 $119,104.83 $237,946.31

Westchester County $62,447 $62,447.00 $124,894.00 $124,894.00 $20,256.00 $238,000.00 $362,894.00REGION TOTAL $364,918 $364,917.00 $729,834.00 $729,485.00 $73,983.00 $1,736,455.24 $2,465,940.24

(6 Counties) $729,834.00 $349.00

Hudson Valley Regional Spending $116,579.27 $5,677.19

LONG ISLAND

Long Island CVB $202,563.80 $202,564.00 $405,128.00 $405,128.00 $0.00 $741,747.53 $1,146,875.53

(2 Counties) $405,128.00

NEW YORK

NYC & Co $506,409.50 $506,410.00 $1,012,820.00 $1,012,820.00 $0.00 $10,326,845.00 $11,339,665.00

(5 Counties) $1,012,820.00

THOUSAND ISLANDS-SEAWAY

Oswego County $62,446 $62,446.00 $124,892.00 $124,974.67 $24,329.00 $102,475.66 $227,450.33

St. Lawrence County $62,447 $62,447.00 $124,894.00 $124,894.00 $20,256.00 $1,085.34 $125,979.34

Jefferson County $96,967 $96,967.00 $193,934.00 $217,980.00 $0.00 $0.00 $217,980.00

REGION TOTAL $221,860 $221,860.00 $443,720.00 $467,848.67 $44,585.00 $103,561.00 $571,409.67

(3 Counties)

$217,980.00 $0.00

$443,720.00

2017 Total Awarded Total Vouchered Total Investment Total Expenses Reported Total Transferred to Region Total Supplemental Spent Total Investment

$4,315,000.00 $4,212,410.80 $8,424,821.60 $8,342,311.65 $1,668,878.86 $24,632,892.70 $32,904,650.64

Overall Tourism Investment

$32,975,204.35

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2017TOURISMMATCHINGFUNDSGUIDELINES

I. GENERALPROGRAMINFORMATION

A. STATEWIDEMARKETINGPROGRAMThenowfamous“ILOVENEWYORK”campaignstartedin1977toaddressaworseningeconomiccrisisacrossNewYorkState.Withthesupportofthishistoriccampaign,thetourismindustryhelpedturnaroundboththeeconomyandtheimageofthestate.

B. MATCHINGFUNDSPROGRAMINTRODUCTIONTheNewYorkStateDepartmentofEconomicDevelopment(“theDepartment”)hasbeenprovidedwith$4,315,000toawardtoTourismPromotionAgencies(“TPA”)forthe2017TourismMatchingFundsProgramYear.Intheeventthisleveloffundingchanges,TPAswillbenotifiedimmediatelyandtheDepartmentwilltakenecessaryactiontoadjusttheamountofyourgrantinaccordancewiththenewleveloffundingandpursuanttoEconomicDevelopmentLaw,Article5-A.Whilethegrantapplicationprocesswillresume,awardswillbecontingentuponavailabilityofstatefundsgiventhedifficulteconomicsituationfacedbyNewYorkthisyear.

PURPOSEThepurposeoftheTourismMatchingFundsProgram(“Program”)istoprovidematchingfundstotourismpromotionagenciesfortheplanningandpromotionofmarketingprogramsdesignedtostimulateandincreasetheeconomicimpactoftourismforNewYorkState.TheProgram’sprioritiesaretoreachnewmarketareasandexpandcurrentprogramsthathavethepotentialtoresultinneworsustainableovernightvisitation.TPAsareencouragedtoconsiderthemosteffectiveandefficientmarketingprogram,includingmediamix,thatwillstimulatetourisminthelocalandregionaleconomy.AlladvertisingpurchasedundertheProgrammustsupporteffortstostrengthenthestate’sILOVENEWYORKbrandandfurtherthenewbrandingstrategy.PleaseNote:TPAscountyandregionalmarketingplansareexpectedtoalignwithany2017DEDmarketingplans.

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MATCHINGFUNDSADMINISTRATIONTheNewYorkStateDepartmentofEconomicDevelopmentadministerstheProgramandisdirectedbystatutetoperformthefollowingduties:

• Plan,facilitateandimplementmarketingprogramstoincrease tourismacrossthestate

• EstablishandpublishannualGuidelinesfortheuseofMatching Funds• AcceptorrejectapplicationsforMatchingFundsonthebasisofthe Guidelines

• Authorizepaymentoffundswithinstatefinanceguidelinesoutofthe MatchingFundsbudgetappropriation

• ReviewandapproveallmarketingeffortsdevelopedwithMatching Fundsandcarryingthestate’sILOVENEWYORKbrand

• Doallthingsnecessary,desirableandconvenienttocarryoutits powers,functionsandduties

PROGRAMDEFINITIONS• TourismMatchingFundsProgramYear:January1—December31,2017

• TourismPromotionAgency(TPA)Anynot-for-profitcorporationorothernonprofitorganization,associationoragencydesignatedbyresolutionofthecountylegislatureorothergoverningbodyofanycounty,orupondesignationofthemayorofthecityofNewYork,astheagencyauthorizedtoapplyforandreceiveTourismMatchingFunds.

• ProjectDirectorTheProjectDirector is thepersondesignatedby theTPA who is responsible for all aspects of the Program. The ProjectDirector must have a demonstrated knowledge of tourism promotionacceptabletotheDepartment.

• RegionalProgramTheRegionalmarketingprogrampromoteseachofthe11officialvacationregions.

• Supplementalregionalprogramsmayinclude:o morethanonecountywithinasingletourismregionforthepurposesofpromotionsharedassetsorthemes,or;

o oneormorecountiesandtheircontiguousstatesand/orCanadianprovinces,or;

o oneormorecountiesineachofatleasttwotourismregionsforthepurposeofpromotingsharedproductassetsorthemes.

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• RegionalTourismPromotionAdministrator(“RegionalTPA”)TheRegionalTPAisthepersondesignatedbythecountieswithineachtourismregiontoadministerregionalprograms,andfinancialtransactionsandreportingonbehalfofthosecounties.

• RecognizedAdvertisingRecognizedadvertisingismediaadvertisingandpromotionalmaterialstobedistributedinaccordancewithamarketingplanapprovedbytheDepartment.

• MarketingMessage“Template”MarketingMessage“Template”isatermusedtodenoteaconsistentmessage/themeiscreatedinregardstoallco-opmarketingadvertisements.Itissimilartoa“template”inthatthemessageorthemeisallaroundtheoutsideoftheadwiththehighlightedinformationinthecenter.

C. PROGRAMAPPLICATIONASSESSMENTTPAsareagainstronglyencouragedtoaligntheirmarketingprogramswithregionalcouncilobjectivesandconsultwiththeircouncilabouttheirindividualprogram.TheCommissionershalltakeintoconsiderationsuchalignmentandconsultationwiththecouncilwhenmakingawardsunderthisProgram.

• Programapplicationsareassessedagainstthefollowingcriteria:• Marketinginitiativesthattargetconsumerandbusinesstravelersfrom50+milesand/orovernightvisitation

• Researchbasedprogramsbasedonidentifiablemarketingneeds• AlignmentwithNewYorkStatemarketingstrategyandILOVENEWYORKbranding

• Participationinestablishedregionalprogramsandcross-countypromotions

• Establishedmetricstomeasurereturnoninvestment• Emphasisondigitalmediaandonlineinitiatives,whereappropriate• Alignmentwiththegoalsofrespectiveregionalcouncil

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D. TOURISMPROMOTIONAGENCY(TPA)OnlyanofficiallydesignatedTPAmayapplyforandreceiveMatchingFunds.Oncedesignated,theTPAistheofficialtourismagencyforthecountyandistheprimarycontactwiththestateforallmattersrelatingtotourismpromotionandmarketing.TheTPAisaccountabletoandservesatthepleasureofcountygovernmentortheMayoroftheCityofNewYorkandtheDepartment,inallmattersrelatingtoMatchingFunds.TheDepartmentorcountygovernmentmayreplacetheofficiallydesignatedTPAatanytime,ifitisinthebestinterestoftheProgram.Reasonsforthiscouldinclude:specificrequestbycountygovernmentduetoare-organization,formationofaneworganizationspecificallyfortourismmarketingpurposesorfailuretoperforminaccordancewithestablishedGuidelines.CountygovernmentmustsecureDepartmentapprovalinwritingtochangeaTPAdesignation,unlessitisdoneattimeofapplication.Ifanagencyororganizationhasnodemonstratedknowledgeoftourismpromotion,itcanstillqualifyasadesignatedTPAifitwillonlyserveasanorganizationtoapplyforandreceivematchingfundsandhavenodirectinvolvementinthedevelopment,planningoradministrationofthematchingfundsprogramANDaqualifiedtourismprofessional,acceptabletotheDepartment,isemployedastheProjectDirectorsolelyresponsiblefortheProgram.Ifnecessary,atourismadvisoryboardmaybeestablishedtoassistandgivenonbindingadvicetotheProjectDirectorabouttheprogram.

E. PROJECTDIRECTORREQUIREMENTTheDepartmentrequireseachTPAtodesignateaProjectDirector,whowillberesponsibleformanagementoftheProgramandserveastheofficialcontact.TheProjectDirectormusthaveademonstratedknowledgeoftourismpromotionacceptabletotheDepartment.AllcommunicationtoandfromtheDepartmentmustbemadethroughtheestablishedProjectDirectorinordertoensureaccountability.AnyexceptionstothismustbeapprovedbytheDepartment.

CHANGEINSTATUSIftheProjectDirectorchangesatanytimeduringthelifeoftheProgramtheTPAmustimmediatelynotifytheDepartment.OnceanewProjectDirectorisdesignated,theTPAmustinformtheDepartmentandreceiveapprovalinwriting.

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PROCEDUREFORPROJECTDIRECTORCHANGE• ImmediatenotificationtotheDepartmentincludingexplanationofcircumstancesandperson(s)whoauthorized(ifchangewasresultofaBoardaction,adatedandnotarizedcopyofdocumentationisrequested),and;

• Astatementverifyingthecountygovernmentwasconsultedandapprovedtheaction,and;

• WrittenrequestforapprovalofnewProjectDirector,and;• AnyotherrequestedinformationtheDepartmentdeterminesnecessaryorpertinent.

IftheProjectDirectorischangedwithoutnotificationtotheDepartmentandcountygovernment,theDepartmentwillrequestimmediateclarificationandassessthestatusoftheProgram.IftheTPAdoesnotreplacetheProjectDirector,itmustimmediatelyterminatetheProgramandreturnanymoniesadvancedbythe state.

DEPARTMENTREQUESTFORCHANGEIftheDepartmentdeterminestheProjectDirectordoesnothaveanacceptabledemonstratedknowledgeoftourismpromotion,TourismMatchingFundsguidelinescomplianceandreportingevenaftertraining,theDepartmentwillrequestaProjectDirectorchange.Ifsorequested,theDepartmentcanassisttheTPAintheselectionprocessofanewProjectDirector.FailuretofollowProjectDirectorpoliciesincludingresponsetoarequestforchangecanleadtoadeterminationofnon-compliancewiththeProgram.

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F. REGIONALTPARegionaltourismeffortsareencouragedtopoolresourcesforgreaterimpact,buildregionalbrandequityandpromotethematiccross-countymarketing.Applicantsmustparticipateintheirofficialvacationregionbeforeothersupplementalregionalpromotionscanbeconsidered.Participationinsupplementalregionalprogramsiscontingentuponamajorityvoteofallcountieswithintheofficialvacationregion.ApplicantsarerequiredtosendtheirmarketingplansdetailingtheirproposedregionalactivitytotheirRegionalAdministratortoobtainmajorityapproval.Theregionaladministratorfortheofficialvacationregionwillalsocoordinate,fundandreportontheactivitiesofthesupplementalregionalprograms.Onceasupplementalregionalprogramisapproved,acountyTPAfromwithinthatregionmaybeassignedtomanageapprovalsonbehalfofallparticipants.TheDepartmentrequiresthatTPAsengaginginregionalprogramsdesignateaRegionalTPA,whowillberesponsiblefortheprogramsandserveastheofficialcontact.ThedesignatedRegionalTPAwillberesponsiblefortheadministrationandfiscalmanagementoftheregionalprograms,includingsubmissionofvouchersandrequiredreports.PursuanttoEconomicDevelopmentLaw,Article5-A,Section164(d)Aregionaladvertisingprogramasdescribedinstatutemayincludethosepersonalserviceadministrativeexpensesactuallyattributabletosuchprogram,providedsuchexpensesnotexceed20%ofthetotalbudgetoftheregionaladvertisingprogramandsuchexpenseshavebeenapprovedbynolessthanone-halfofthecountieswithintheregion.TPAs’areagainstronglyencouragedtoaligntheirregionalpromotionprogramswithregionalcouncilobjectivesandconsultwiththeircouncilabouttheirprograms.TheCommissionershalltakeintoconsiderationalignmentandconsultationwiththerespectiveregionalcouncilwhenmakingregionalprogrambonusesunderthisProgram.

G. PROGRAMYEAR&REPORTINGAlthoughtheProgramYeardateshavechanged,allreportingrequirementsremainthesamefor2017.QuarterlyandFinalReportsaremandatory.

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II. PROGRAMPROCEDURESANDREQUIREMENTSAnyquestionsregardingproceduresandrequirementsshouldbeaddresseddirectlywiththeDepartmentforclarificationbeforetakinganyaction.

A. GENERALPROGRAMPOLICIESILOVENEWYORKLOGOTheILOVENEWYORKlogoandallofitsvariationsandtreatmentsaretrademarksandthesolepropertyoftheDepartment.UseoftheILOVENEWYORKlogoinanyform,anywheremustbeapprovedbytheDepartment,whetherusedwithaMatchingFundsprojector otherwise.Therearenoblanketpoliciesforlogousewhatsoever.Inaddition,TPAsarenotauthorizedtoassignortransferthelogotoanypartywhatsoever.AllinquiriesandrequestsfortheILOVENEWYORKlogomustbedirectedtotheDepartment.EverytimetheILOVENYlogoisusedtheappropriatelegallanguageisrequiredtobeincluded.ExceptionsmaybemadebytheDepartmentonly.PleasereferencetheLogoUsageSummary(page13)fortheappropriatelanguageforthedifferinglogos.

ILOVENEWYORKMUSIC/SONGUseoftheILOVENEWYORKsonginanyform,includingthe“4littlenotes”requiresthepermissionoftheDepartmentandpaymenttoElsmereMusicforlicensing.UnauthorizeduseofthemusicinadvertisingwillnotbeeligibleforMatchingFunds.Thecopyrightnotice“©1977ElsmereMusic,Inc.Allrightsreserved.”mustappearonaudiopackagingandanyotherreproductionmaterialsincludingsheetmusic.ContactinformationforElsmereMusicisasfollows:ElsmereMusic,Inc.Box185Bedford,NY10506Attention:SteveKarmen914/234-9201.

POLICYONRELEASESAnyreleases,writtenconsentsorpermissionsrequiredbylawaretheresponsibilityoftheTPAandnottheDepartment.

NEWYORKSTATECONTENTONLYWiththeexceptionofapprovedcross-borderpromotions,MatchingFundscanonlybeusedtopromotetourismactivitieswithinthebordersofNewYorkState.TourismcollateralcannotincludeadvertisingfortourismactivitiesorbusinessesoutsideoftheStateunlessitispartofanapprovedcross-bordermarketingprogram.Advertisingislimitedtotourismbusinesses,andfinaldiscretionoftheNYSDEDMatchingFundsDirector.

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EXCLUSIONOFOFFICIALSAND/ORPOLITICALSUB-DIVISIONSMaterialsfundedthroughthisprogramcannotincludeanyreferencewhatsoever,whetherrealorintended,tothenameofanypublicofficialorpoliticalsubdivision.

TRAVELREIMBURSEMENTTravelbytheProjectDirectortoattendofficialstatewideTPAmeetingsorstatewidetourismmeetingshostedbytheDepartmentareeligiblefortravelreimbursement.ProjectDirectorswillbereimbursedfortravelexpensesincurredtoattendmeetingshostedbytheirregionaladministrator.SeeClaimingTravelExpensesforprocedure.

PERSONNELAND/OREQUIPMENTEXPENSESPersonnelcosts(exceptRegionalTPA)andcostsforthepurchaseofequipmentarenoteligibleforMatchingFunds.

FEES,SALES,LEASEOFITEMSNofeemaybechargedforthesale,leaseorloanofanyadvertisingthemesormaterialsincludingbutnotlimitedto:officialfestivalposters,brochures,CD/DVDprojects,oranyothermaterialspurchased,developedorproducedthroughMatchingFunds.

B. PROJECTAPPROVALSAllprojectsmustbesubmittedtotheDepartmentforapprovalatleastthreebusinessdaysbeforeproductionorpublication.ProjectsthathavenotreceivedpriorapprovalarenoteligibleforMatchingFunds.IfmorethanoneTPAisworkingonacollaborativeprojectalloftheTPAsinvolvedmustreceiveapprovalsforprojectelements.

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C. FISCALREQUIREMENTS

BANKINGPROCEDURES• TheTPAmustsetupabankaccountdedicatedsolelytotheMatchingFundsProgram.

• Inthecasewherecountylawprohibitstheestablishmentofaseparatebankaccount,anoticeofencumbranceforthelocalshareisacceptable.

• TheTPAmustdepositandaccountforanamountequaltoorgreaterthantheMatchingFundsaward.

• Forregionalprograms,aseparatebankaccountmustbemaintainedthatisdedicatedsolelytotheregionalprogram.

• TPAsparticipatinginregionalprogramsmusttransferfundsfortheregionalprogramstotheregionalaccountforadministrationandhandling.

• CanceledcheckswillberequiredforvoucheringandreportingunlesstheTPAutilizesCountyGovernmentvouchersasproofofpayment.

D. HANDLINGOFFUNDS

DEPOSITSFundsdesignatedforthepurposesofthisprogrammustbeheldinadedicatedcheckingaccountthatisusedexpresslyforpaymentsforapprovedprojects.OncefundsaredepositedintothededicatedaccountandStateAidVouchersubmitted,fundscannotbetransferredtoanotheraccount,exceptfortransferstodesignatedregionalaccounts.Oncegrantsarereceivedandaredepositedintothematchingfundsaccount,theymaynotbewithdrawnorborrowedforsuchitemsascertificatesofdeposit,temporaryfundingofotherprojectsorpayingotherbillsnotassociatedwiththisprogram.FundscanonlybeusedtopayexpensesdirectlytovendorsfortheProgram.Allgrantmoniesreceivedforthepurposesofregionalpromotionsmustbesent,uponreceiptofinvoice,totheirregionaladministrator.TPAswillnotbeallowedtowithholdregionalfundsforanyreason.

UNUSEDFUNDSIfthetotalamountofagrantisnotspentbyDecember31,2017,unlessanextensionhasbeengrantedbytheDepartment,unusedfundsmustbereturnedandnextstepswillbedeterminedbytheDepartment.

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BORROWINGTakingoutaloantocoverthecostsofanypromotionscoveredunderthisprogramisnotrecommended.Inthecaseofaregionalprogram,atnotimeshouldaRegionalTPAborrowfundsfromcountyorregionalprogramstocoverfundsthatarenotsufficienttosupportaprogram.TPAsshouldnotincurdebtforpartners.

INTERESTInterestchargespaidonmoneyborrowedinrelationtotheProgramisnotaneligibleexpense.However,interestaccruedonMatchingFundsaccountsmaybeusedaspartofthelocalmatch.

TRANSFERThetransferoffundsfromoneTPAtoanother,exceptforregionalgrant,foranypurposeisstrictlyprohibited.FailuretocomplywithanypoliciesregardingtheHandlingofFundscanleadtoadeterminationofnon-compliancewiththeprogram.

E. EXTENSIONSAllgrantmoneyfortheMatchingFundsProgramYearmustbespentbyDecember31,2017.Extensionsmaybegrantedforupto90daysiftheTPAshowsgoodcause.ExtensionsarenotrecommendedbutcanbegrantedatthediscretionoftheDepartment.Onlyunderextraordinarycircumstanceswilladditionalextensionsbeconsidered.

F. PAYMENTPROCESSPaymentispursuanttosubmissionofasignedStateAidVouchercompletewithbackupdocumentation.Thevouchermustcontainproofofthelocalmatch(stateawards/grantsdonotqualifyforthelocalshare.)RegionalTPAsareresponsibleforinvoicingallparticipants(includingthemselves),payingallvendorinvoicesandmaintainingaseparatebankaccountforregionalprograms.

STATEAIDVOUCHERPREPARATIONThedeadlineforpaymentofstatematchingfundsisDecember1.Allvouchersmustbesubmittedsix(6)weeksinadvanceofthatdatetoensurepayment.Noguaranteescanbemadeonlatesubmissions.

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Twocomplete,separateandcollatedsetsoftherequiredback-updocumentationmustbesubmittedwiththevoucher.Vouchersreceivedthatdonotcontaintherequireddocumentationandcopieswillbereturned.Ifyouareapplyingforyourtotalgrantononevoucher,abankstatementorletterfromthebankisrequiredshowingabalance(lessthan30daysold)forthefullamountofthelocalshare.Anoticeofencumbranceforthelocalshareisalsoacceptable.

Ifyouareaccountingforadditionalfundsabovetheamountdisplayedonthebankbalancestatementsubmitted,acopyofthevalidateddepositslip(s)showingdatesandamountsofdepositandacopyofthecheck(s)receivedfromparticipatingcontributorsisnecessary.

NEW:Digitalevidenceofaboveisacceptable.

Ifanypaymentsagainstthebalancehavebeenmade,youmustsubmitproofofpayment in the formof cancelled checks and copiesof invoices. Inall casesTWO copies including a Claim for Payment Voucher, State Aid VoucherWorksheet,andanExpenditureListingWorksheetmustaccompanyyourvoucherandback-updocumentation.

Ifyouaresubmittingmorethatonevoucherthroughouttheyear:• Yourfirstvoucherfollowsthesameprocedureasindicatedforasinglevoucher.

• SubsequentVouchersmustbesubmittedwithevidenceofavailability/expenditureofnotonlythelocalshareoftheamountbeingrequested,butalsothestateandlocalshareofallpreviousvouchers.

• AsanexampleifaTPAhasalreadyreceivedapaymentfromtheStatefor$10,000,voucher#1,andisnowrequestingpaymentof$5,000,voucher#2,thetotaltheTPAmustaccountforis$25,000($10,000expensesshownfirsttimeshowninvoucher#1+$10,000expensespaidwith$10,000fromthestate+$5,000forcurrentrequest).

AnexampleofhowtosubmitmorethanonevouchercanbefoundontheStateAidVoucherWorksheetat:http://thebeat.iloveny.com/industry

IfavoucherisfoundincompleteaTPAwillhave30daystoreconcile,unlesstimeframeisextendedbyDepartmentduetospecialcircumstances.AnyvouchersthatarenotcompletedwithinthistimeframewillnotbeprocessedbytheDepartmentandwillbereturnedtotheTPA.

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http://thebeat.iloveny.com/industry

CLAIMINGTRAVELEXPENSESTravelexpensesallowedunderthisprogramaresubjecttothefollowingrulesandregulations:

• Ifexpensesarereimbursedfromanyothersourceoragency,theymaynotbeclaimed.

• Paymentmustbemadedirectlytothetraveler,vendororcreditcardcompany.

• Reimbursementforconsumerandtradeshowsislimitedtotwo(2)officialrepresentativesper10feetofexhibitspaceorperregistration.

• PaymentsmaynotexceedtheestablishedGov’tperdiemsforthetraveldestination

ExpenseformsforeachtravelermustbesubmittedwithQuarterlyReportsandvouchersifapplicable.Requiredsupportdocumentationincludes:

• Copiesofhotel/motelbills,withproofofpaymentforovernighttravel• Copiesoftransportationticketreceiptsforpaymentandcopyofticket• Copiesofreceiptsfortransfersatthebeginning/endofeachtrip• Copiesoftollreceipts• Copiesofparkingreceipts• Statementofmileagetraveled• MileageformcreatedbyDepartment

NOTE:Mileageclaimsmustbelegitimatetraveltobusinessmeetingstoqualify.Justificationofexpensemustbesubmittedwithforms.ExpenseswillbereimbursedatthecurrentStateratesandsubjecttoStaterequirementsanddefinitions.AllratesareavailableontheGeneralServiceAdministration(GSA),TravelandTransportationManagementPolicyDivision’swebsite:www.gsa.gov/portal/category/100120

OFFICIALSTATIONAnofficialstationisusedtodeterminetravelexpenses.Travelstatusisdefinedasbeingonofficialbusinessatadistanceofmorethan35milesfromeitheranofficialstationorplaceofresidence.Wheninofficialtravelstatusforlessthanthreehours,mealsand/orlodgingarenotallowed.

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http://www.gsa.gov/portal/category/100120

TIMELIMITFORMEALALLOWANCESBreakfastwillbeallowedwhenthetimeofdepartureatthebeginningoftripoccursonehourbeforetravelersnormalworkday.Dinnerwillbeallowedwhenthetimeofreturnattheendofatripoccurstwohoursafteratraveler’snormalworkday.Receiptsarenotrequiredformealallowances.

MEALALLOWANCESWhenyouareintravelstatusforlessthanafulldayandlodgingchargesarenotincurred,reimbursementisasfollows:Breakfast$5.00andDinner$12.00.

TRANSPORTATIONRentalfeesfortransportationoruseofpersonalvehiclesareeligibleformileagereimbursementatcurrentstatemileagerate.Transfersareeligibleupto$25eachwayinNewYorkCityorout-of-state.Theyarealsoeligible$15eachwayin-statewithreceiptsfortaxiandcommoncarrierbetweenofficialstation,homeorhotelandtransportationterminals.Amaximumof$7.00willbereimbursedwithoutreceipts.

EXPENSEFORMS• StateAidVoucher• StateAidVoucherWorksheetandSample• MatchingFundsTravelVoucher• http://thebeat.iloveny.com/industry

MAXIMUMREIMBURSEMENTSThemaximumreimbursementforlodgingandmealexpensescannotexceedthelodgingandmealallowancesfortheareaofassignment.Ifthecostoflodgingexceedsthemaximumallowance,themealallowancemustbeusedtooffsetthehigherlodgingexpense.Undernocircumstanceswillapprovalbegrantedtoexceedthetotalperdiemallowance.AllratesareavailableontheGeneralServiceAdministration(GSA),TravelandTransportationManagementPolicyDivision’swebsite:www.gsa.gov/portal/category/100120

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http://thebeat.iloveny.com/industryhttp://www.gsa.gov/portal/category/100120

G. REPORTINGPROCEDURES

QuarterlyReportsaredueonthefollowingdates:

Quarterly1 May1Quarterly2 August1Quarterly3 November1Quarterly4 February1,2018

QUARTERLYREPORTSQuarterlyReportsarerequiredprogressreportsthatdetailyourfinancialandprogramactivityforeachMatchingFundsFiscalyearquarter.Inadditiontoalistofpaymentsmadeandcancelledchecksforthequarter,supportingdocumentationincludes,butisnotlimitedto:

• Invoicesformediabuysandadvertisingproductionwithitemizationofservices(attachscripts,copiesofadsasrequired).

• CopiesofinvoicesindicatingtransferoffundstotheRegionalTPA/Administrator.

• Printingandproductioncostsforcollateral,CD/DVDandothermedia,includingthreecompetitivebids,andoriginalRFPs.

• Copiesoftravelshowcontractsandrelatedtravelexpenses.• TearSheetsfromprintmedia(orcopiesofadsiftearsheetsarenotyetavailable).

• AffidavitsofperformancefromradioandTVstationsandcopiesofscripts.

• Copiesofcancelledchecks,vouchersauthorizedforpaymentbysomeoneotherthantheprojectdirector,orsignedreceipts.

• AdditionaldocumentationrequestedbytheDepartmenttosatisfyproofofpayment.

• QuarterlyReportExpenditureListingForm.• QuarterlyReportsmustbesubmittedevenifnopaymentsweremadewithinthequarter.

Each County and Regional TPA receiving Matching Funds is required to submit Quarterly Reports anda Final Report. Onlyonecopyofeachreportisnecessary.For the 2017 Matching Funds Program Year, first quarter is January-March 31, 2017.

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FINALREPORTSFinalReportsaredueApril1,2018forthe2017MatchingFundsProgramYear.FinalReportswilladdresstheoveralleffectivenessofyourprogramandmayinclude:

• Programdescriptionandeffectivenessassessment• Researchtoolsandperformancemeasures• Financialreport,includingtourismpromotionprogramsnotpaidforwithMatchingFunds

• CommentsandsuggestionstoimprovetheProgram

Therequiredformatforthe2017FinalReportwillbesenttoyouattheendoftheMatchingFundsProgramYear.Thefinalreportnumbersshouldreflecttheexpendituresreportedinthequarterlyreports.Ifthereisadifference,youmustexplainanddocumentthereasonwhythenumbersdiffer.

ADDITIONALREPORTINGAnadditionalreportmayberequiredfromaTPAwhohasreceivedaprogramextension.Thisreportwillcoveranyunreportedexpensesthroughtheextensionperiod.Paymentsmadeaftertheextensionperiodmaynotbeclaimed.

H. NON-COMPLIANCETPAsfoundtobeinnon-compliancewiththeGuidelinesaresubjecttodisciplinaryactionbytheDepartmentthatcanincludebutisnotlimitedto,suspensionorterminationofcurrentorfutureprogramsorMatchingFundsaward(s).

Examplesofnon-complianceinclude,butarenotlimitedto:• FailuretofollowpolicyforProjectDirectorchange• FailuretocomplywithpoliciesofCooperativeMarketing• FailuretosubmitQuarterlyorFinalReports• Failuretofollowfiscalrequirementsormisuseoffunds

NOTE:StatepoliciesandproceduresconcerningMatchingFundstakeprecedentoveranylocalcontractoragreementbetweencountygovernment,privateco-oppartnersandtheTPA.

NOTE: TPAs delinquent with Quarterly or Final Reports will not have vouchers processed until reports are up to date. Failure to submit required reports can lead to a determination of non- compliance with the Program.

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2017TOURISMMATCHINGFUNDSGUIDELINES

III. PROGRAMMARKETINGIngeneral,marketingprojectsandprogramsandsomerelateditemsareeligibleforMatchingFunds.ContacttheDepartmenttodetermineeligibilityofanythingnotlistedinthissection.

A. BRANDINGILOVENEWYORKbrandingisrequiredonallMatchingFundsmarketingandadvertisingprojects.Somegeneralbrandingguidelinesinclude:

• Thelogomustalwaysbesurroundedwithaminimumamountofclearspace.Thisisolatesthelogofromcompetingelementssuchasphotography,textorbackgroundpatternsthatmaydetractattentionandlessentheoverallimpact.Theclearspaceminimumisequivalenttotheverticalheightofthehearticon,onallfoursidesofthelogo.

• Noelementsofthelogomayberecreated,deleted,cropped,highlightedorreconfiguredinANYway.

• LogofilesthathavebeensuppliedaretheonlyfilesapprovedbytheDepartmentforuse.

• Logoartworkshouldalwaysappearupright.• LogosaresuppliedinEPSvectorfilesthatareinfinitelyscalable,andthereforeensureproperresolutionforreproductioninanysize.

• Thelogoshouldappearagainstasolidbackgroundwheneverpossibletoensurepropercontrast.

• Logoartworkshouldneverbereproduced(cut&paste)frompreviouslyprintedmaterials.

• Donotputawhiteboxaround/behindthelogoatanytime.• Donotchangethecolorsofthelogo.• MinimumSizingofLogos• ESSENTIALLY:DONOTEVERCHANGETHELOGO!• Allfullpage,1/2pageand1/4pageadsmustusethelogonosmallerthan1”wide.

• Thestandardwebbannersizesare:300x250pixels,160x600pixelsand728x90pixels.Allthreesizesshouldusealogothatisnosmallerthan60pixelswide.

(SeenextpageforILOVENEWYORKLogoUsageSummaryandlegallanguagerequirement.)

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LEGALLANGUAGEInordertoprotectthetrademarklegally,itisrequiredthattheownershipofthelogoisdisplayedwithallmarketingmaterials.PleasereferencetheLogoUsageSummary (page 13) for the specific language required for each logo or logotreatment.

SEASONALLOGOSSeasonlogosmaybeusedbyTPAsforseasonaladvertisingorotherapprovedprojects.TheymaynotbeusedonTravelGuidecovers.

TAGLINEUse“ILOVENEWYORK”untilanewtaglineisannounced.

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LOGOUSAGESUMMARY

MARKETINGTOOLS ILNYLOGOTOUSE

SPECIFICRULES

CalendarofEvents StandardLogo Completelistofeventsincounty/region;Contactinfoforcounty/regionrequired

Collateral StandardLogo Calltoactiontocounty/regionrequired;Newsletters Logowithiloveny.com Calltoactiontocounty/regionrequired;

OnlineBanners/Buttons Logowithiloveny.com Calltoactiontocounty/regionrequired;

PrintAds StandardLogo Calltoactiontocounty/regionrequired;Templaterequiredofco-opads

PromotionalItems StandardLogo* Standardlogo;somecasessuchasbags,useURLlogo

SeasonalPieces SeasonalLogo(Fall,Winter)

Uponrequestforapprovedseasonalprograms/tools

Specialty/GroupTourGuide StandardLogoShowHandouts Logowithiloveny.com

Radio Tagline Calltoactiontocounty/regionrequired;countynameoreventproceedtagline.Must alsoconcludewith “ILoveNew York.”

Television StandardLogo Calltoactiontocounty/regionrequired;logoatend;Doughnutrequiredofco-opads

TravelGuide StandardLogo Logoplacementtoprightcornerw/countynametoleft;officialcounty/regionalTravelGuidesmustincludehalfpageadforILoveNewYork

Website Buttontoiloveny.com Hyperlinkrequired;locationintoprightcorner

TradeShowExhibits&Displays Logowithiloveny.com Mustappearintophalfofallexhibitsanddisplays

LEGALLANGUAGERequiredANYTimeLogoUsed StandardLogo SeasonalLogo(Fall,Winter)

LessThanFullPage= ®NYSDED TMNYSDEDFullPage= ®ILOVENEWYORKisaregisteredtrademarkandservicemarkofthe

NewYorkStateDepartmentofEconomicDevelopment;usedwithpermission.

TMILOVENEWYORKisaregisteredtrademarkandservicemarkoftheNewYorkStateDepartmentofEconomicDevelopment;usedwith permission.

PROPERUSEOFTHEILOVENEWYORKLOGOLogosmaynotbechangedoralteredinanymannerEnsureclearspaceall4sidesinaccordancewiththeBrandingGuidelinesDepartmentapprovalonprojectsforsingleprojects&currentprogramyearONLYunlessotherwisespecified.Marketingtoolsusedpriortoapprovalmaynotbeeligibleformatchingfunds.

LogosForTPAuseONLY;attractions,businessmayneverusetheofficiallogowithoutpermissionfromDED.

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B. COOPERATIVEMARKETINGCooperativetourismmarketinginvolvesacollaborativeeffortbetweenthecountyorregionandoutsideentities(eg.tourismbusinesses,associations,organizations)forthemutualbenefitandeconomicimprovementofthearea.Thesemustbeconsideredanadjuncttoyourprimarycountywideprogram.Undernocircumstancesshouldanadvertisingprogrambebasedsolelyuponprivatepartnerships.Cooperativeprojectscannotbeusedtofundorpromoteindividualentitiesnorcanindividualentitiesinfluenceprojectsfortheirownbenefit.

I. CooperativemarketingisencouragedbytheDepartmenttotheextentitleveragestheeffortsofcounty/regionmarketingprograms.Allcountyorregionaltourismrelatedbusinessesoreventsareeligibletoparticipateinapplicablecooperativeprojectsandmustbenotifiedofopportunities.

POLICIESFORCOOPERATIVEPROJECTSProjectsmustrepresentacomprehensiveorthematiccounty/regionmarketingcampaign.Theycannotbelimitedtoasingleattractionorbusiness.Promotionofsingleeventsmaybeconsiderediftheymeetthefollowingcriteria:

• Istheeventincloseproximitytoout-of-statetouristmarkets?• Doestheeventresultinstatewideandout-of-statepress?• Doestheeventresultinsignificantjobcreationforyourcounty?• Doestheeventgenerateovernightstaysandvisitstoothertourismassetsandservicesinyourcounty?

Duringtheapprovalprocessforadvertisingsingleevents,inthecaseofchallengebytheDED,youmustbeabletosupportyourdecisiontomarketthiseventbysupplyingthefollowinginformation:

1. Howmanyoutofstatevisitorsareexpectedtoattendthiseventthisyear?Youmustprovideatleastonemetrictosupportyourposition(e.g.hotelroomsbookedorrevenuefromlastyear’sevent,numberofout-of-stateregisteredattendees,numberorpercentageofout-of-statelicenseplates)

2. Estimateofthetotalnumberofnewjobscreatedbytheevent(ifapplicable),andwhetherthesearepermanentortemporary

3. Brieflydescribethevaluetheeventcreatesfor(1)yourareaand(2)NYStourismasawhole

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Exceptionsmayalsobemadeforcertaindestinationsorattractionsiftheyareuniqueinthecountyortheprimarytourismassetforthecounty.Thiscouldapplytoadownhillskiareaoramusementparkprovidedtheyarepresentedincontextasanassetamongtheothersinthecounty/region.Theseguidelinesapplywhetherthepartnerentitypartiallyorfullyfundsthelocalmatchfortheparticularproject.TheDepartmentstronglyencouragesmarketingpartnershipsandthematicpackaging,includingactualgetawaypackages.Thestatewidetourismprogramincludesseasonalretailprogramsthatcanincludegetawaypackagesorotheropportunitiesforalignmentwithcooperativemarketingefforts.

Forcooperativeadvertisingplacements,aminimumof1/3oftheadmustbededicatedtothecounty/regionmarketingthemewithaclearcall-to-actiontoobtainmoreinformationaboutthearea(i.e.countyorregionlogoornameandURLortoll-freenumber).Astandardmarketingadvertising“template”mustbeusedtocreatecontinuityandanidentityforyourcounty/region.Thisyearyouarerequiredtosubmitarenderingofyourproposedtemplateandalistofpotentialco-oppartnersinyourmarketingplanwhenyouapplyforfunds.

ItistheresponsibilityoftheTPAtocoordinatecooperativeprogramswithtourismpartners.UndernocircumstancescanamediaentityorprivatebusinessactasabrokeronbehalfoftheProgram.FailuretofollowtheCooperativeMarketingprocedurescanleadtoadeterminationofnon-compliancewiththeProgram.

C. ADVERTISING

DIGITALMARKETINGMatchingFundscanbeusedfordigitalmarketingincludingbutnotlimitedtoonlineadvertising,searchoptimizationande-marketing.Theuseofdigitalmarketingisstronglyencouragedtoreachconsumerswheretheyplantravel.Itisefficient,costeffectiveandmeasurable.Forwebsitesthatcontaincountyorregionalinformationotherthantourism,thecall-to-actionfordigitalmarketingmustleaddirectlytotourismrelatedcontent.ThesuppliedILOVENEWYORKlogowithspecificsizeandlocationrequirementsmustappearonalldigitalmarketing.Specificlogotobeusedfordigitalmarketingprojectswilldependonthenatureoftheproject.PleasereferenceSectionIIIA.forlogousage. 54

PleaseNote: I LOVENEWYORKLOGO isnot required tobeusedon image-based advertisements on Facebook, Twitter, Instagramor other socialmediaplatforms. Videos appearing in social media ads must still adhere to logoguidelines.IneligibleExpenses:Advertisingthatdirectsconsumerstopagesorsitesthatarenottourismrelated.NEW:CostsrelatedtoDigitalMarketingmustbereportedundertheDigitalMarketingcategoryinQuarterlyReports.

PRINTMatchingFundscanbeusedforproductionandplacementofprintmedia.Printadvertisingmustbeplacedoutsideofthecounty/regionwiththeexceptionofacountyplacinganadintheRegionalTravelGuide.AregionmaynotplaceanadinacountyTravelGuide.Advertisingprojectsmustbepartofanoverallapprovedcounty/regionmarketingcampaign.Printadscannotbelimitedtoasingleattraction,businessorevent.ExceptionsasnotedabovemaybemadeuponapprovalfromtheDepartment.Exceptionswillonlybemadeiftheindividualattraction,businessoreventistheprimarytourismassetortheonlyoneofitskind(e.g.adownhillskiareaoriconiclandmark)forthecountyorregion.Forapprovedexceptions,theprojectmustincludethecounty/regionmarketingthemeandaclearcall-to-actiontoobtainmoreinformationaboutthecountyorregion.Ideally,ifapproved,asingleattraction,businessoreventshouldbecoupledwithothertourismopportunitiesinthearea(e.g.accommodations,restaurants,shopping)todriveincrementalbusinessandencouragelongerstays.The supplied I LOVE NEW YORK logo, with specified size and locationrequirements,mustappearonallprintads.Specificlogotreatmentsmayvarydependingonwhatismostappropriatefortheparticularad.PleasereferenceSectionIIIA.forlogousage.FinalprintadvertisingmustbeapprovedbytheDepartmentbeforerelease.

RADIOMatchingFundscanbeusedforproductionandplacementofradioadvertisingandmustbep

TOURISM AND BUSINESS MARKETING REPORT · 2020. 10. 26. · 2 Marketing Spend For FY 2017/18, the...

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Transcript of TOURISM AND BUSINESS MARKETING REPORT · 2020. 10. 26. · 2 Marketing Spend For FY 2017/18, the...