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2013 DMO MarketingActivities Study Canadian Version

A Benchmark Study on Destination Marketing Practices

Confidential

Funded by

DMO Marketing Activities Study

Canadian DMO Marketing Activities Study

© 2013 Destination Marketing Association International. All rights reserved. This report may not be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by an information storage and retrieval system, without permission from the publisher.

Canadian DMO Marketing Activities Study 2

TABLE OF CONTENTS

INTRODUCTION ........................................................................................................................................................ 3 RESPONDENTS ........................................................................................................................................................ 4 EXECUTIVE SUMMARY ............................................................................................................................................. 5 DETAILED RESEARCH FINDINGS (INCLUDING BUDGET CATEGORY BREAKDOWNS) ........................................................ 9 QUESTIONNAIRE .................................................................................................................................................... 21 ABOUT DMAI AND THE DESTINATION & TRAVEL FOUNDATION ................................................................................. 25


INTRODUCTION The inaugural Canadian DMO Marketing Activities Study focuses on marketing budgets, strategies and initiatives. The goal of this study is to provide Canadian DMOs with a unique and invaluable informational resource to guide their marketing, budgeting and planning. The report covers the following key areas and themes:

Budgets

How budgets are deployed

Traditional and digital marketing mediums and initiatives

International marketing efforts

Current and future website applications and integration

Mobile websites and destination apps In February 2013, an online survey was sent to 125 Canadian DMO marketing executives. A total of 22 DMOs responded (representing $193.2 million in total budgets combined) for an 18% response rate. The data is broken out in six budget range categories:

Budget Range Number of

DMO Respondents

Less than $250,000 5

$250,000-$1,000,000 5

$1,000,001-$5,000,000 6

$5,000,001-$16,000,000 3*

$16,000,001 or more 3*

* small sample size; directional use only

The Canadian DMO Marketing Activities Study is published by the Destination Marketing Association International (DMAI), which protects and advances the success of official destination marketing organizations worldwide. This study was funded by a grant from the Destination & Travel Foundation. DMAI and the Destination & Travel Foundation thank all of the respondents for their invaluable contributions to this study.


RESPONDENTS

Canadian Tourism Commission

Cariboo Chilcotin Coast Tourism Association

Destination Osoyoos

Destination St. John's

Discover Saint John

Nelson Kootenay Lake Tourism

Ottawa Tourism

Revelstoke Tourism

Stratford Tourism Alliance

Sunshine Coast Tourism

Tourism Burlington

Tourism Calgary

Tourism Golden

Tourism Langley Association

Tourism Moose Jaw

Tourism Surrey

Tourism Toronto

Tourism Vancouver

Tourism Vancouver Island

Tourism Winnipeg

Tourisme Montréal

Vancouver Coast & Mountains Tourism Region


EXECUTIVE SUMMARY

DMOs Leverage Significant Buying Power for Destination Marketing

DMO investment in representing their destinations is substantial, almost two hundred million dollars per annum. Almost one-half (45%) of this investment is devoted to marketing activities (including advertising, online and website efforts, consumer shows and promotions) less personnel.

Specific DMO expenditures (over the last three years) include more than $6.2 dollars in advertising production; $4.9 million in website and mobile applications development/programming and more than $2.2 million in video and photography, totaling more than $13 million.

All DMO Respondents

Combined Average DMO*

Total DMO Budget $193.2 million $1,200,000

DMO Marketing Budget $86.7 million $360,000

* median average

Investment in Last Three Years All DMO Respondents

Combined Average DMO*

Advertising Production $6,200,000 $295,400

Website, Mobile Apps $4,900,000 $223,500

B-roll Video and/or Photography $2,200,000 $100,400

* mean average


DMO Marketing Presence Spans Globe

Slightly more than half of responding DMOs invest in marketing internationally. The United States, the United Kingdom, China and Germany are, by far, the most popular countries for DMOs.

Where DMOs are Present (Top Ten Countries) % of DMOs who Market Internationally

1. United States 100

2. United Kingdom 77

3. China 69

4. Germany 62

5. Australia 54

6. Japan 46

7. France 38

8. South Korea 38

9. Mexico 31

10. Brazil 31


Traditional Marketing Still Commands Large Share of DMO Leisure Marketing Budget

Although traditional marketing (print/broadcast advertising, consumer shows/events) commands slightly more than half of DMO leisure marketing dollars, there is a noticeable commitment toward digital marketing.

% of DMO Leisure Marketing Budget

Traditional Marketing 52

Digital Marketing 46

* sums do not total 100% due incomplete responses

Print Advertising 35

Search Engine Optimization/Pay-per-Click 28

TV/Cable 6

Outdoor Advertising 4

Radio 2

Direct Mail 2

Other 16


DMOs Integrate Online Activities, Especially Social Media, into Overall Marketing Efforts

DMOs have fully embraced a wide variety of online activities into their overall destination marketing efforts. Social media, banner ads and adwords/search engine marketing dominate, with each receiving roughly the same budget allocation.

Social media is now a permanent, multi-channel element of destination marketing, with all responding DMOs present on Facebook and Twitter, and a majority on YouTube and Pinterest.

DMO Online Marketing Budget Allocation (%)

Social Media 29

Banner Ads 25

Adwords/Search Engine Marketing 23

DMO Social Media Presence % of DMO

Respondents

Facebook 100

Twitter 100

YouTube 95

Pinterest 73

Flickr 59

Instagram 55

DMOs Continue to Invest in Websites, Adopt Mobile Sites over Apps

DMO websites continue to command a high level of investment as market expectations for more sophisticated content and functionality increase. More than three-fourths of DMOs use a Content Management System (CMS) and more than one-quarter have staff devoted to website content management.

Eight out of ten DMOs have or plan to have a mobile version of their website available by the end of 2013. The development of destination apps are moving at a slower rate – 41% have or plan to have one ready to launch by the end of 2013.

% of DMO

Respondents

Has Content Management System for Website 82

Present on Website

Calendar of Events 86

Deals and Discounts 73

Mapping Technology 59

User-generated Content 45

Online Booking Engine for Lodging 36

Trip or Itinerary Builder 27

% of DMO

Respondents

Has/Plans to Have by End of 2013:

Mobile Version of Website 81

Destination App 41


DETAILED RESEARCH FINDINGS

Marketing Budget

The average (median) Canadian DMO marketing budget, excluding personnel costs, is $290,000. The combined marketing budget of the responding DMOs is $86.7 million.

($) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Average Marketing Budget (median) 360,000 70,000 250,000 500,000 4,400,000 10,385,000*

* excludes the Canadian Tourism Commission

Leisure vs. Meetings & Conventions Marketing Budget Allocation

On average, more than three-fourths of the DMOs’ marketing budget is allocated to leisure market activities. This percentage, however, dips among larger DMOs, typically more involved in the meetings and conventions market.

(% of DMO Respondents) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Leisure 81 87 91 71 68 86

Meetings & Conventions 17 13 8 25 25 14

Other 2 -- 1 4 7 --

Marketing Investment in Last Three Years

DMOs spent a total of $6.2 million in advertising production in the last three years with an additional $4.9 million in technology (website development and programming, mobile applications). B-roll video/photography saw a $2.2 million investment. Average investment in these three areas appears to be predominately a function of budget size.

(Average Investment - $) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Advertising Production 295,400 28,400 57,300 58,900 359,000 2,172,500

Website, Mobile Apps 223,500 33,400 17,500 74,000 872,800 533,300

B-roll Video and/or Photography 100,400 29,000 17,000 83,200 154,800 338,300


DMO INTERNATIONAL MARKETING ACTIVITIES

Budget Allocation for International Marketing and Presence

More than one-half of DMOs have committed marketing dollars to the international visitor marketplace.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Market Internationally 59 60 40 33 100 100

The choice of specific countries somewhat parallels that country’s visitor and visitor spending levels to Canada as well as the cost of doing business in that country. The United States, the United Kingdom, China and Germany are the top four international visitor markets for DMO involvement. (% of Total Marketing Bu

Canadian Visitors: Country of Origin 2012p+

(Country Present - % of DMO Respondents)

Total Less than $250,000

$250,000-$1,000,000*

$1,000,001-$5,000,000*

$5,000,001-$16,000,000

$16,000,001 or more

25,317,946 United States 100 100 100 100

671,485 United Kingdom 77 67 100 100

421,986 China 69 33 100 100

322,380 Germany 62 33 100 67

272,224 Australia 54 67 67 33

240,025 Japan 46 -- 67 67

461,919 France 38 -- 67 100

150,611 South Korea 38 -- 33 67

153,414 India 31 -- 33 67

147,698 Mexico 31 -- 33 100

94,555 Brazil 31 -- 33 67

Note: Three DMO response rankings per country required for a statistically valid ranking for Overall column.

+ Statistics Canada

* insufficient sample


International Market Prioritization

The United States, the United Kingdom and Germany are the three top priority ranked international visitor markets for the majority of DMOs (Germany slips slightly below China for the $16,000,001+budget range).

Priority Ranking

Overall Less than $250,000+

$250,000-$1,000,000*

$1,000,001-$5,000,000*

$5,000,001-$16,000,000+

$16,000,001 or more+

Priority Ranking

1 United States United Kingdom United States United Kingdom 1

2 United Kingdom United States United Kingdom China 2

3 Germany Australia Germany Germany 3

4 China France United States

4 France

5 France China 5

6 Australia Japan Japan 6

7 Mexico Australia Mexico 7

8 Japan Brazil Brazil

8 South Korea

9 South Korea 9

10 India India 10

11 Brazil 11

Note: Three DMO response rankings per country required for a statistically valid ranking for Overall column.


+ small sample, directional only

++ incorporates CTC’s strategic decision to not market in the US

DMO International Representation/Satellite Office

Only two of the responding DMOs have international representation and/or a satellite office abroad. Key countries: France, Germany, Japan, Brazil.


DMO DIGITAL MARKETING ACTIVITIES Traditional vs. Digital Marketing Budget Allocation

Traditional marketing (print/broadcast advertising, consumer shows/events) still commands a slightly larger share of DMO leisure marketing dollars, though there is a noticeable commitment toward digital marketing.

(% of Total Marketing Budget) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Traditional Marketing 52 45 56 69 52 23

Digital Marketing 46 51 40 31 48 77

* sums do not total 100% due incomplete responses

Budget Allocation for Specific Leisure Marketing Activities

Print advertising, long a mainstay of DMO leisure marketing, is steadily giving way to digital marketing, especially SEO, in terms of share of DMO marketing budgets.

(% of Total Marketing Budget) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Print Advertising 35 36 53 39 24 13

Search Engine Optimization/Pay-per-Click 28 31 9 25 37 75

TV/Cable 6 7 1 8 17 --

Outdoor Advertising (billboards, transit, etc.) 4 1 4 5 5 3

Radio 2 2 3 1 5 2

Direct Mail 2 -- 5 1 2 3

Other+ 16 23 15 24 10 --

* sums do not total 100% due to rounding

+ consumer shows (three mentions); digital advertising (two mentions); facebook campaigns, giveaways, email (one mention each)


Outside Agency for Print, Broadcast, Online Marketing Campaign Development & Media Placement

The use of an outside agency is more common among larger DMOs – 100% of DMOs with budgets of $5 million or more to no DMOs under $250,000. Having more than one agency generally increases with budget size.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Outside Agency 55 -- 60 50 100 100

More than one agency for print, broadcast, online (% of who have outside agency)

67 -- 67 33 67 100

Online Marketing Budget Allocation

Social media campaigns/sites and banner ads comprise more than half of DMO online marketing budgets, with an additional 23% allocated to adwords/search engine marketing.

Google, by far, garners the lion’s share of the DMO adwords/search engine marketing budget, commanding, on average, 83%.

(% Online Marketing Budget) Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Social Media Campaigns/Sites 29 32 45 30 13 12

Banner Ads 25 20 31 20 38 23

Adwords/Search Engine Marketing 23 26 15 30 21 20

% spent on Google 83 90 68 84 92 85

OTA Campaigns 2 -- -- 3 2 7

Mobile Campaigns 3 -- 8 3 2 2

Email List Acquisition 2 2 -- -- 10 --

App Development 2 -- 1 5 -- 3

Other+ 5 -- -- 10 13 --

+ advertorials, network buys, digital infrastructure (one mention each)


Social Media Activity

DMOs have embraced and integrated social media into their overall marketing efforts. Not surprisingly, all DMOs have a presence on Facebook and Twitter. The average number of fans/followers for both is impressive: almost 23,000 for Facebook and more than 8,000 for Twitter. Youtube is a close third, with a 95% presence. Pinterest, a theme-based, photo sharing website launched in 2011, is rapidly being embraced by DMOs, with all of the large DMOs already using the site to visually share their destination.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Facebook 100 100 100 100 100 100

Total fans/followers 496,888 17,483 7,776 30,576 73,053 368,000

Ave. # fans/followers (mean) 22,585 3,497 1,555 5,096 24,531 122,667

Ave. # fans/followers (median) 2,975 1,900 1,631 3,583 22,000 106,000

Twitter 100 100 100 100 100 100

Total fans/followers 186,029 5,579 12,335 30,053 47,162 81,900

Ave. # fans/followers (mean) 8,456 1,116 2,467 6,509 15,721 27,300

Ave. # fans/followers (median) 3,250 300 3,500 5,854 11,962 36,000

YouTube 95 80 100 100 100 100

Pinterest 73 60 80 50 100 100

Flickr 59 20 60 50 100 100

Instagram 55 60 20 33 100 100

Google+ 41 40 20 33 33 100

SCVNGR 5 -- -- -- -- 33

Other+ 23 40 40 17 -- --

+ LinkedIn, Foodspotting, Tripadvisor, redit, blog (one mention each)

Almost two-thirds of DMOs are leveraging social media to increase their following and promote the destination brand.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Social Media Campaigns to Acquire More Followers/Promote Brand

64 80 40 67 67 67


Mobile Activity

DMOs continue their forays into technology-based marketing with the development of a mobile version of their website. More than eight out of ten DMOs (81%) have/will have a mobile website by the end of 2013. Currently, 73% have a mobile version with no dramatic difference between most budget ranges except those under $250,000. Of the remaining 27%, one-third plan to have a mobile website completed by yearend.

Destination apps are experiencing a slower adoption rate among DMOs. Currently, only 32% have a destination app. 2013 should see a few more DMOs coming online, reaching 41%.

Destination app platforms for the iPhone and Android dominate with a Blackberry version third.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Has Mobile Version of Website 73 40 80 67 100 100

Planning for 2013 33 33 100 -- -- --

(Net) - Has/Plans to Have 81 60 83 67 100 100

Destination App 32 20 -- 33 33 100

Planning for 2013 13 25 20 -- -- --

(Net) - Has/Plans to Have 41 20 20 33 33 100

Destination App Platforms * * * * *

iPhone 78

Android 78

Blackberry 67

iPad 56

Windows 22

Other 11



Mobile Activity

Having foreign language mobile websites are not a ‘must-have’ for the vast majority of DMOs at this time. Of those who have made the investment, French and German figure most prominently.

(% of DMO Respondents with Mobile Website)

Total Less than $250,000

$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Mobile Website Languages

English Only 69 100 75 75 67 33

French 25 -- -- 25 33 67

German 13 -- -- -- 33 33

Spanish 6 -- -- -- -- 33

Korean 6 -- -- -- -- 33

Portuguese 6 -- -- -- -- 33

Italian -- -- -- -- -- --

Chinese -- -- -- -- -- --

Japanese -- -- -- -- -- --

Note: small sample sizes, results directional only

Consumer Email Activity

Two-thirds of all DMOs have active consumer databases. Database sizes range from 400 to 600,000.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Has A Consumer Email Database 68 20 80 67 100 100

Total Active/Clean Records 937,200 * 5,400 45,300 195,500 690,000

Average Number of Active/Clean Records (mean)

56,533 * 401 3,833 46,685 230,000

Average Number of Active/Clean Records (median)

1,000 * 201 2,661 35,000 45,000


Website

DMOs’ commitment to their website continues to grow with 27% committing staff resources to content management with a slightly larger amount among the larger DMOs. Content management systems are used by more than three-fourths of DMOs with Wordpress holding an overall 39% market share in a crowded marketplace. The presence of user-generated content on DMO websites is not universal, with fewer than half including it. For those DMOs who do include, TripAdvisor is the dominant third party content provider, at 100%.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Total Webpages (2012) 13,626,000 88,581 274,000 1,258,000 5,087,000 6,919,000

Average Webpages (2012) 757,300 22,145 91,000 252,000 1,696,000 3,459,500

Website Content Manager on Staff 27 20 20 33 33 33

Has Content Management System 82 80 60 83 100 100

CMS * * * * *

WordPress 39 25 -- 80 -- 66

Drupal 22 -- 66 -- 33 33

Joomla! 22 50 33 -- 33 --

simpleview 6 -- -- -- 33 --

Customized/In-house 6 25 -- -- -- --

Other+ 5 -- -- 20 -- --

* small sample size for individual budget categories, directional only. Sums do not total 100% due to multiple responses or ‘don’t know’ response.

+ Catalyst (one mention)

User-generated Content on Website 45 20 20 50 100 67

Integrated Third Party Content* * * * * 100

TripAdvisor 100

Yelp.com --

Urbanspoon --

Zagat --

Other+ 14

* small sample for total respondents, directional only. Insufficient sample for individual budget categories except $16,000,001+. Sums do not total 100% due to multiple responses

+ Flickr, YouTube (single mention each)


Website (cont’d.)

Website functionality is fairly consistent across the board for having a calendar of events, deals and discounts. Mapping technology and the ability to book lodging is more common among larger DMOs with Google Maps the preferred mapping provider. Meridian followed by JackRabbit are the most popular booking engines.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Present on DMO Website

Calendar of Events 86 100 80 67 100 100

Deals and Discounts 73 80 60 83 67 67

Trip or Itinerary Builder 27 20 -- 50 33 33

Voluntourism Opportunities 5 -- -- -- 33 --

Other+ 14 20 20 17 -- --

+ online chat, featured members, visitor guide download (single mention)

Mapping Technology on Website 59 40 20 67 100 100

Google Maps 92 * * 100 100 67

Mapquest -- * * -- -- --

Bing -- * * -- -- --

Other 8 * * -- -- 33


Online Booking Engine for Lodging on DMO Website*

36 -- 20 33 100 67

Meridian 50 -- ** ** 100 50

JackRabbit 38 -- ** ** -- --

Other+ 13 -- ** ** -- 50

* small sample size for Total Respondents; results directional only

** insufficient sample

+ reservit (one mention)

Uses Google Analytics 95 100 100 100 100 *



Website (cont’d.)

Fewer than half of responding DMOs use customer relationship management (CRM) software, with this percentage rising among larger DMOs. Integrating CRM with the website is also prevalent among the larger DMOs.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Uses Customer Relationship Management (CRM) Software

45 20 20 50 100 67

CRM Provider * *

Simpleview 50 67 33 50

SMI/D3000 10 -- 33 --

USDM -- -- -- --

iDSS -- -- -- --

Ungerboeck -- -- -- --

Other+ 40 33 33 50

+ Microsoft, SAP (single mention each)

Website and CRM integrated 70 * * 33 100 100


The presence of advertising (other than paid listings) on the DMO’s website is not uncommon, with 50% including it. The larger DMOs, however, are more likely to have the resources to pursue this revenue stream. For those who do, the responsibility for selling the advertising generally falls to the in-house staff.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

Advertising on DMO Website (other than paid listings)

50 40 20 50 100 67

How Ads are Sold * *

In-house Staff 82 100 67 50

Outside Agency 18 -- 33 50



Website (cont’d.)

The websites of larger DMOs are more likely to be translated into languages other than English, the most common being French, Spanish, German and Chinese.


$250,000-$1,000,000

$1,000,001-$5,000,000

$5,000,001-$16,000,000

$16,000,001 or more

DMO Website Languages

English Only 64 100 80 67 33 --

French 27 -- -- 17 67 100

Spanish 18 -- -- 17 33 67

German 18 -- -- -- 67 67

Chinese 18 -- -- 17 33 67

Portuguese 14 -- -- -- 33 67

Korean 14 -- -- -- 33 67

Japanese 9 -- -- -- 33 33

Italian 9 -- -- -- 33 33

Russian -- -- -- -- -- --

Arabic -- -- -- -- -- --

Other* 9 -- 20 -- 33 --

* homepage/partial website translated; Chinese for travel trade (one mention each)


Appendix: Questionnaire DMAI Canadian DMO Marketing Practices Study

Thank you for taking the time to complete DMAI’s Canadian DMO Marketing Activities Study questionnaire! It should take about ten minutes to complete and will provide valuable insight into how DMOs plan, allocate and execute their marketing budgets. Thank you!

What is the name of your DMO? _______________________________________________________

Contact Name: _____________________________________________________________________

Contact Email: _____________________________________________________________________

1. What is your DMO’s total budget for the current fiscal year? (Please enter as a number) $________________

2. Is your organization a: DMO PMO RTO NTO Other: __________________

3. What is your DMO organizational structure? a. Non-profit b. For profit c. City Gov’t. Agency

d. Provincial Gov’t. Agency e. Crown Corporation

f. Government Entity/Authority g. Other (Please specify):_________

4. What is your DMO’s total marketing budget for the current fiscal year? Include all monies spent on advertising [print, broadcast, online, outdoor, etc.], public and press relations, publications & printing, direct mail, list subscriptions, research, promotional items, etc. Do not include staff costs, extraordinary web development or media production. $ _____________

5. What percentage of your DMO’s marketing budget is spent on the leisure market (consumer and travel trade) versus the meetings and conventions market? (Please ensure your answers do not exceed 100% in total):

______ Leisure [END SURVEY If = 0] ______ Meetings and conventions

6. Over the last three years in aggregate, please estimate how much your DMO has spent on each of the following. (Please enter as a number)

Advertising production: $_____________________

B-roll video or photography: $______________________

Web development, programming and/or mobile applications such as smartphone apps [Please do NOT include costs for separate website/mobile apps for the meetings/conventions market]: $________________

7. What percentage of your DMO’s leisure marketing budget goes to (Please ensure your answers do not exceed 100% in total):

______ Traditional marketing (e.g., broadcast/print advertising, consumer shows/events)

______ Digital marketing (e.g., search, social media) 8. Please estimate what percentage of your DMO’s leisure marketing budget is devoted to the following (Please

ensure your answers sum to 100%):

Print Advertising TV/Cable Radio

Outdoor Advertising Direct Mail

SEO/Pay-per-click Other (Please specify)


9. Do you employ an outside agency to assist in campaign development and media placement for traditional print, broadcast or online marketing?

Yes No

10. Do you have more than one agency for print, broadcast and online activities? Yes No

11. Does your DMO have a consumer email database? Yes No

12. Approximately how many active/clean records does the database have? _________

13. Does your DMO market internationally? Yes No [SKIP TO Q19]

14. Please check all the international markets where your DMO has a marketing presence:

United States Mexico United Kingdom France

Italy Germany Spain Belgium

Russia Other Europe China Japan

India South Korea Other Asia Australia

Brazil Argentina Other Latin America Central America

Africa Middle East

15. Please rank the markets in order of importance/budget allocation using “1” as most important:






Africa Middle East

16. Does your DMO have an enhanced international presence in the form of retained representation or satellite office?

Yes No

17. Please check the locations where you have a satellite office or retain representation:






Africa Middle East

18. What percentage of your total marketing budget is spent on international marketing efforts? (Please include

both meetings and leisure marketing segments, and please ensure your answers do not exceed 100% in total):

______ International meetings ______ International leisure


19. Please estimate what percentage of your online marketing budget is spent on (Please ensure your answers sum to 100%):

______ Adwords/Search engine marketing (e.g., Google, Bing, Yahoo)

______ Banner ads

______ Email list acquisition

______ Mobile campaigns (Excl. app development)

______ App development (Excl. mobile campaigns)

______ Social Media campaigns/sites

______ OTA campaigns (e.g., Orbitz, Travelocity, Expedia)

______ Other (Please specify)

20. What percentage of your Adwords/Search engine marketing budget is spent on Google?

21. Does your DMO have an active account, website, or channel established with any of the following? (Please select all that apply)

Facebook Scvngr Instagram

Twitter YouTube Pinterest

Google Plus Flickr Other (Please specify______

22. How many fans/followers does your Facebook page have? _________________

23. How many fans/followers does your Twitter account have? ________________

24. Does your DMO regularly run campaigns or promotions using social media to acquire more followers and/or promote your brand? Yes No

25. Do you have a Content Manager solely dedicated to your website(s) on staff? Yes No

For the next section, if your DMO has a separate consumer/leisure-oriented website, please answer the remaining questions for that website. If your DMO has only ONE website, please answer the remaining questions for that website.

26. How many unique visits to your website in 2012? _______________________

27. Which website analytics do you use?

Google Analytics Omniture Unica Webtrends ClickTale VisiStat Other

28. Do you support a mobile version of your website? Yes No

29. Do you plan on developing/supporting a mobile version of your website in 2013? Yes No

30. Have you developed a destination app? Yes No

31. Do you plan to develop one in 2013? Yes No

32. For which platforms? (Please select all that apply)

iPhone iPad Android Windows Blackberry Other (Please specify___________

33. Do you use a content management system (CMS) to manage your website? Yes No

34. What content management system (CMS) do you use? (e.g., Wordpress, Druple, Joomla, etc.): ____________

35. Do you use customer relationship management (CRM) software? Yes No


36. Which CRM vendor do you use? Simpleview Ungerboeck

iDSS USDM

SMI/D3000 Other (Please specify) _______

37. Is your website integrated with your CRM (Customer Relationship Management) software? Yes No

38. Do you have an online booking engine for lodging on your DMO website? Yes No

39. Which online booking engine do you use? (Please select all that apply)

hotels.com ARES Travelocity

Orbitz Jack Rabbit Regatta Travel

Meridian Other (Please specify) _______

40. Do you support user-generated content on the DMO website? Yes No

41. Do you integrate content from any of the following third party sites? (Please select all that apply)

Trip Advisor Urban Spoon Zagat

Yelp.com Other (Please specify) ____________________

42. Please indicate which of the following are supported on your website: (Please select all that apply) Trip or itinerary builder Calendar of events Deals and discounts

Voluntourism opportunities Other (Please specify) ____________________ None

43. Does your site support mapping technology? Yes No

44. Which provider? Google Maps Mapquest Bing Other (Please specify) ______________

45. Does your website support advertising (other than paid listings)? Yes No

46. Do you sell ads: (Please select all that apply) Directly with in-house staff Through an outside agency

47. In what languages, other than English, is your website? (Please select all that apply) Spanish French Italian Arabic

Chinese German Japanese Korean

Portuguese Russian None (English only) None (French only) Other (Please specify) ____

48. In what languages, other than English, is your mobile website? (Please select all that apply) Spanish French Italian Arabic

Chinese German Japanese Korean

Portuguese Russian None (English only) None (French only) Other (Please specify) ____

Please provide any additional comments on your marketing activities.


ABOUT DESTINATION MARKETING ASSOCIATION INTERNATIONAL Destination Marketing Association International (DMAI) protects and advances the success of destination marketing worldwide. DMAI’s influential membership includes nearly 600 official destination marketing organizations (DMOs), also known as tourism boards or Convention and Visitor Bureaus) from more than 15 countries that command $1.5 billion in annual budgets. As the world’s largest and most reliable resource for DMOs, it provides more than 4,000 individual members – professionals, industry partners, educators and students – the most innovative and relevant educational resources, networking opportunities and marketing intelligence worldwide.

ABOUT THE DESTINATION & TRAVEL FOUNDATION The Destination & Travel Foundation enhances the destination marketing and travel professions through research, education, visioning and development of resources and partnerships for those efforts. Tackling the most pressing issues of the day and the vexing problems ahead, the Foundation engages industry leaders and experts in various fields to determine innovative and creative strategies. The ultimate goal is to prepare the industry to deal with the rapidly changing business environment.

Destination Marketing Association International

Destination & Travel Foundation

2025 M Street, NW, Suite 500

Washington, DC 20036

www.destinationmarketing.org

1.202.296.7888

http://www.destinationmarketing.org/

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