FY13/FY14 Tourism Marketing Summary

Our Target Audience

Meet Jenn – Our Target Audience • Working Mom, family is priority, and she’s always working

toward balance

• Enjoys entertaining family and friends in her home, cooking and gardening

• Stays active, and teaches her kids to do the same

• When spending money, she’s looking for value (quality and price)

• Travel allows uninterrupted, quality time with family (making at least yearly travel is a priority, even if just for a few days).

• Often has a “type” of trip in mind (beach, active, city, educational), and determines budget first

• When formulating an Initial Consideration Set, she recalls past experience, word-of-mouth recommendations, and previously seen advertising and editorial content

• She often involves her kids to help make daily decisions while on vacation

• Jenn continues to stay loyal to destinations that provide positive, unique, stress-free family time

Target Audience

Jenn’s Media Habits

• Uses avg. of 4-5 sources: friends and family (online and in-person), travel reviews, brand social media pages, destination websites

• Planning for Jenn does not stop once the trip starts – 70% plan on the road using mobile search, mobile travel sites, mobile apps, travel brochures, travel guidebooks

• Uses the Internet more than average, and it’s her most trusted media source • Photo/video sharing and social status updates play a key role in documenting and broadcasting

experiences (on the trip and once at home)

• 11% leave reviews on a travel aggregator or destination site

• Jenn is on-the-go and a busy Mom, so OOH is the most consumed media

• Magazines are a good escape and a relaxing moment for Jenn

• “Mobile App Happy,” relying on the mobile Web and a series of apps to organize her life and find information on-the-go

Target Audience

FY13 in Review

Twist – Ad Campaign

Outdoor added 6.5MM impressions

Outdoor Performance

Digital Media Performance

.24% Click-Thru Rate benchmark of 0.08% for Standard

Banners

Over 36 Million Impressions Delivered

for Standard and Rich Media

Banners

165,262 Total Facebook Fans Goal of 145,000 Fans

State and Grant campaigns delivered almost 500M impressions in FY13.

Media Performance

Media Impressions

Broadcast 34,857,000

Print 178,897,975

OOH 6,580,996

Display 47,177,589

SEM 40,466,446

Added Value 184,474,397

Total 492,454,403

• The Grant program continued to evolve to a more well-balanced media mix in FY13 (48% print/30% digital/14% broadcast/8% OOH).

• Overall, the program has delivered an additional 52MM impressions.

• The Co-Op program is currently supplementing the state buy through print, digital and TV adding over 25MM impressions.

Grant & Co-op Program

Georgia Annual Travel Guide

Total Circulation

750,000

2012 Guide Total Leads 75% higher than 2011

332,623

One Travel Guide, Two Different Covers for 2013 The set of the television series, “The Walking Dead” and award winning musical artist, Zac Brown, were both highlighted as tourism attractions in Senoia.

160,000 2013 Guide Total Leads

YTD

ExploreGeorgia.org Performance

Increase in unique visitors from FY 12

13.5%

Metro Areas Total Visits % Increase in

Visits Atlanta, GA 679,979 26% Savannah, GA 58,800 14% Macon, GA 54,919 9% Augusta, GA 33,123 5% Albany, GA 29,650 34% Chattanooga, TN 18,452 19% Tallahassee, FL-Thomasville, GA

16,954 36%

Jacksonville, FL 15,613 15% Greenville, SC-Asheville, NC-Anderson, SC

6,360 26%

80.7% of site traffic is first-time

visitors

2,001,735 total visits FY13

13% increase in visits

from FY12

ExploreGeorgia.org Advertising Opportunities

Impressions delivered

3,351,807

Total banner clicks

20,531

Click-Thru rate on site industry benchmark is .08%

.61%

Social Performance

44% growth in Facebook fan base

compared to FY11

165,262 total Facebook fans

40% growth in follower base from

September 2012

27,442 total Twitter followers

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Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13

Facebook Growth

Total Facebook Likes New Facebook Likes

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92,000+ total subscribers Up 13,000+ new subscribers since July 2012 * New template debuted May 2013

Newsletter Database Growth

Bi-monthly 72% increase in FY13

12,033

Civil War 328% increase in FY13

9,086

GACivilWar.org

• 59% increase in visits to website

• 3 minutes average per site visit

• 161% increase in views of the Great Locomotive Chase

• 9,086 digital newsletter subscribers

• The Battle of Chickamauga Audio Tour live on site, August 2013

Civil War Sesquicentennial

“Homegrown with a Twist” Video Contest May 15-June 30, 2013 Winning Smackdown entry 2012 Governor’s Conference on Tourism – Rome, GA CVB

Total Video Entries: 82 Total Valid entries: 72 Student – 16 Amateur – 39 Professional – 17 Google Display Network Impressions: 10,716,258 Clicks: 9,603 CTR: 0.09% Creative Loafing Impressions: 899,547 Clicks: 3,772 CTR: 0.42% Facebook Spent: $8,000.00 New Fans: 8,830 Clicks: 19,262 Actions: 78,526 Cost per fan: $0.90 Impressions: 11,473,913

2012 Smackdown Marketing Campaign

14 special sections featuring Georgia, 2 to 14 pages in length, delivering more than a 2 to 1 value for our spending (samples below)

Special Promotions – Magazine Advertorials

Meredith Insert April– 6 pages

Atlanta Magazine – 7 sections, 35.5 pages total Group Travel Leader

May Section

• Total Impressions Delivered: 31,937,152 – 20,507,623 (Broadcast and Spots)

– 2,026,000 (Drive Time Radio)

– 1,552,729 (New Media-Social Media, Eblast, Online Video Views, GPB Education)

– 7,850,800 (Regional Grant Buys) • 2013: Season 7 in production

• 2014: Season 7 airs and Season 8 in production

“I have had so many calls from all over the country. Apparently you are loved and watched so much that your viewers watch your show and then send it to others.” Capt. Judy Helmey-Miss Judy Charters, Savannah

“Thank you for featuring us on your program….It was so professional, and put together so nicely, we received a lot of new business from it.” Tricia Clancey, General Manager 57th Fighter Group Restaurant, Atlanta

Georgia Traveler Partnership

Looking Forward - FY14

• Partner Benefits • Latest industry info, news &

updates

• Dashboard at a glance

• Quick links

• Edit Partner listings

• Exclusive resources

• Find programs of opportunity (advertising co-ops, trade shows, special events)

• GDEcD Information

New MarketGeorgia.org Tourism Portal is here!

Looking Forward – FY14

• Online Banner Sales Available on:

• Website

• Mobile site

• Newsletters

Contact:

Jon Brasher

Business Development Director/Tourism

404.527.5517

jbrasher@atlantamagazine.com

Advertising Opportunities • ExploreGeorgia.org • GACivilWar.org • ComeTourGeorgia.com

Looking Forward – FY14

New State and Regional Twist Creative

Looking Forward – FY14

Regional Marketing Grant SpheroVision 360’ Pano Program

• GDEcD is contributing $5,000 to each travel region to produce seven 360’ panos of a featured state park and top attractions of the region.

• Panos will feature pop-up info icons, narration, and background music.

• Each region will have a pano tab on the regional landing page on ExploreGeorgia.org that will host the regional set of panos.

Looking Forwar

d – FY14

Looking Forward – FY14

• Website Redesign • New user experience

• New look and feel / design

• Intuitive navigation & search

• Responsive Design

• Integrated booking

• Enhanced social media

• Inspirational “smart” content

New ExploreGeorgia.org coming Jan. 2014!

Looking Forward – FY14

New to FY14 Grant and Co-Op Program • Print Partners:

– ENCORE

– Golf Magazine

– Food Network Magazine

– Backpacker

– Delta SKY

• Digital Partners:

– Permission Data

– Trip Advisor

– MNI Network

– ValueClick

– AJC.com

Looking Forward – FY14

*To review a comprehensive list of advertising opportunities, visit MarketGeorgia.org.