growth engine +new lewiston-to-portland river cruise +geotourism center in driggs +sandpoint depot...
TRANSCRIPT
GROWTH ENGINE
+ New Lewiston-to-Portland River Cruise
+ Geotourism center in Driggs
+ Sandpoint Depot restoration project with Amtrak
+ New 80-room Holiday Inn Express in Pocatello
+ New 100-room Fairfield by Marriott in Twin Falls
+ New nonstop Boise to Chicago-Midway flight on
Southwest
+ Significant investment at Sun Valley Resort
+ Shore Lodge updating all guest rooms
+ Ongoing infrastructure expansion at SchweitzerPage 2
TODAY’S AGENDA
+ Marketing overview
+ Program changes
+ “Opportunity” funds for 2015
+ 2015 travel guide
+ Winter 2014/2015
+ Canada
+ Growth areas
+ Free resources and top questions
+ Media partner introductions
Page 3
MARKETING OVERVIEW
+ Primary business goals:
+ Generate overnight visitation, singular view on collections
+ Increase heads in beds taxes, $7.6M by 6/30/14
+ Primary campaign goals:
+ Increase awareness and create demand
+ Key performance indicators
+ Web, collateral requests, media consumption
+ Increase by 10% by campaign
Page 4
PROGRAM CHANGES
+ Annual
+ “Opportunity” marketing instead of
traditional co-ops
+ Evolution of the travel guide
+ Winter
+ Phasing out in-state Sled the Rockies
program
+ Scenic Byway opportunities
+ Brochures (grant dollars for printing)
+ Digital audio toursPage 5
OPPTY FUNDS+ $100,000 state budget
+ No longer under co-op umbrella
+ No longer first come, first serve process
+ State will contribute up to 50% of approved media
+ Orgs submit media plans, costs via grant submission
+ Dept and ITC rep review and approve
+ Regional partnerships still encouraged
+ Unused funds will move to state media plan
+ Approved media will run throughout ‘15, not just Spring
+ Full page layouts, cover/back cover options, digital
Page 6
2015 TRAVEL GUIDE
+ 140,000 printed guides
+ PDF and flipbook versions
+ Advertising
+ Travel Marketplace, same rates & sizes as 2014
+ Statewide, regional and national distribution
+ In circulation Jan 1, 2015
+ Backed by $1.3M ad budget
+ NEW - Diversified distribution and lead campaigns
+ NEW - Scale back regional listing information
+ NEW - More photography Page 7
WINTER
+ Integrated campaign with Ski Idaho
+ $350K budget targeting families with kids
+ Western WA/Seattle, SLC, Spokane target markets
+ Timelines
+ PR build-up in Aug & Sept, continues through March
+ Paid advertising runs Oct through Feb
+ Tradeshow & retail partnerships in Nov & Dec
+ Mitch Knothe - [email protected]
+ Tom Stebbins - [email protected]
Page 8
Page 9
VITAMIN ID CREATIVE
Page 10
VITAMIN ID CREATIVE
CANADA
+ Main international market outside of RMI program
+ Edmonton and Calgary
+ Globe and Mail, Swerve Magazine (weekly in
Calgary Herald), Avenue Magazine (monthly
editions)
+ Brand USA/Miles Media media solutions
+ discoveramerica.com/usa/states/idaho.aspx
+ Annual Inspiration Guide
+ SEM programs
+ Enhanced city pages (BCVB has one)
+ Canadian insert programs
page 11
GROWTH AREAS
+ Multi-regional campaigns
+ IOGA
+ RV
+ B&B
+ More advanced reporting systems
+ Responsive design everywhere
+ Collaboration at every level
+ Consumer generated content
page 12
FREE RESOURCES
+ Dept-funded research (Who is the Idaho Traveler)
+ Submit content for
+ Monthly AIL e-newsletter and press releases (Laurie)
+ Consumer blog at blog.visitidaho.org (Cathy)
+ Digital collateral for visitidaho.org/free-publications
(Tina)
+ Share content for social media channels (Tina)
+ Events and photography
+ Assist on Trip Advisor Forum questions
+ Keep UpdateIdaho profile active and current
+ Packages functionality removed
Page 13
TOP QUESTIONS
+ Do I have to work with Drake Cooper on creating ads?
+ No, can use any partner you wish
+ Can my agency upload ads to online ad approval
system?
+ No, client must manage
+ Does the Dept advertise in-state?
+ Yes, but mostly with statewide options (ID Public TV)
Page 14
TOP QUESTIONS
+ Why do I receive an invoice before my ad runs?
+ Agency must advance bill all ads for State
accounting
+ If we have a media option to share with the Dept, who
to?
+ Peg and CC Josh/Drake Cooper
+ When are contingency dollars approved?
+ For spring, by April 10 th per year
+ For winter, by Oct 10 th per year
Page 15
TOP QUESTIONS
+ How do we receive bulk orders of brochures like the
Travel Guide?
+ Point contact is Tina
+ Annual editions of Travel Guide are available
starting 1/1
+ If a co-op is approved and funded, but doesn’t run, do
we get reimbursed?
+ Yes, 100%
+ Does VisitIdaho.org have an app for travelers?
+ None planned
Page 16
GO TRAVEL
+ New partner to consider for FY15
+ Annual online and lead generation opportunities
+ Content and web development services
+ [email protected] (Chris Newton)
Page17
MADDEN
+ Integrated media program in FY15
+ Free standing insert (FSI) in newspapers within key markets
+ Portland/Vancouver, Seattle/Tacoma, Spokane, SLC, Bay Area
+ State underwrites to lower statewide rates
+ 515,000 units dropped in May 2015
+ Additional digital opportunities – winter, online, Google
+ [email protected] (Jeff Polley)
+ [email protected] (Brett Gordon)
Page 18
TRIPADVISOR
+ Annual online buy in FY15, including State Forum
+ Programs available in
+ Spring/Summer
+ Fall/Winter
+ Canada
+ tripadvisor.com/Tourism-g28933-Idaho-
Vacations.html (forum)
+ TripAdvisor for Business and Insights programs
+ [email protected] (Todd Skelton)
page 19
COLLINSON
+ New partner to consider for FY15
+ Marketing and development services
+ Annual integrated media platforms
+ [email protected] (Byron Best)
Page 20
NW TRAVEL
+ Regional media partner
+ Annual print opportunities
+ Content development services, possible bundling options
+ [email protected] (Tim Park)
Page 21
REGAL 360
+ Boise-based virtual tours and high resolution photography/video
+ Desktop and mobile-friendly tours now available
+ Includes analytics and interactive development
+ Multi-platform and creative services
+ [email protected] (Brandon Hull)
Page 22
Page 23
IDAHO VIRTUAL TOUR MAP
ALASKA/HORIZON
+ Primary airline partner
+ Print, digital and email media platforms
+ Annual opportunities in single or combo issues
+ [email protected] (Clay Schurman)
Page 24