JAN ITC MTGJAN 22, 2014

WINTER OVERVIEW

VITAMIN ID ROLL OUT+ IdahoWinter.org sweepstakes

+ $350,000 media campaign

+ Google, Adara, TripAdvisor, OntheSnow, Pandora

+ Western WA/Seattle, SLC, Spokane

+ Partnership with Ski Idaho

+ Seattle Ski Dazzle show and hospitality dinner

+ Integrated promotion in PacPlace

+ Retail signage, NW New Day broadcast

+ Partnership with Eddie Bauer

Page 3

Page 4

SWEEP PARTNERS

+ Schweitzer, CDA Resort, Selkirk Powder, La Quinta Sandpoint

+ Lookout Pass, Wallace Inn, Stardust Motel, Silver Mountain

+ Courtyard by Marriott, Bogus Basin, Hotel 43

+ Brundage Mountain, BW Plus McCall, Shore Lodge

+ Tamarack Resort, Valet Vacations, Smith Optics

+ SV Resort, Pomerelle Mountain, BW Plus Burley Inn

+ Pebble Creek, Riverside Inn, Core Concepts

+ Grand Targhee, Teton Springs Lodge, Alaska Air

Page 5

Page 6

Page 7

Page 8

Page 9

Page 10

Page 11

RESULTS

+ Collections – Dec report ^2.67%, ^8.00%/year

+ IdahoWinter.org

+ Visits up 63.89% to 68,142

+ Absolute unique visits up 57.76% to 52,375

+ Page views up 49.88% to 78,893

+ Sweep entries from website thru 17 weeks

+ 10,489 (was 9,366)

+ Current offer is Tamarack Mtn

+ 5 offers left, thru 2/27/14

Page 12

TRAVEL GUIDE

TRAVEL GUIDE REVENUE+ Revenues

+ Direct gross sales

$62,000

+ IOGA gross sales $9,970

$71,970

+ Less Cost of Sales

+ Agency commissions $2,675

+ IOGA sales commission $1,495.50

+ Direct sales commission $3,598.50

+ IOGA rebate

$498.50

+ Project mgmt sales fee $9,000

$17,267.50

+ Net Revenue

$54,702.50

Page 14

TRAVEL GUIDE COMPARISON

2012

2013 2014

+ Gross ad sales $84,368 $65,950

$71,970

+ Cost of sales $25,311 $18,624

$17,267.50

+ COS Margin 30% $28%

24%

+ Net Rev $59,057

$47,326 $54,702.50

+ Number of ads 74 26

24

+ Number of fillers 21 11

12

Page 15

TRAVEL GUIDE SUMMARY

+ Production Expenses

+ Printing, paper, shipping

$99,855.26

+ Planning, Design, copywriting $23,700

+ Photo, layout, coordination

$53,477.54

+ Prep, pre-print, press check $1,526.36

$178,559.16

Less $54,702.50

+ Net cost to ITC budget

$123,856.66

Page 16

2014 PRIME SEASON

2014 PRIME SEASON

+ Primary business goal:

+ Generate overnight visitation

+ Increase Heads in Beds collections to $7.6M

+ Primary campaign goal:

+ Increase awareness and create demand

+ Key performance indicators

+ Web, collateral requests, media consumption

+ Increase by 10% by 8/31/14

Page 18

MEDIA STRATEGY

+ Consideration process

+ Mix of ads to ensure frequency & visibility

+ Align media with demography, geography & affi nity groups

+ Use impartial evaluation process to ensure goals are met

+ Campaign strategies

+ Media to match primarily experiential online product

+ Emphasis on interactive media

+ Focus on dreaming/inspiration end of funnel

+ Integrate mobile & social

Page 19

SELECTION CRITERIA

+ RFP submissions

+ Geographic, demographic & affi nity alignment

+ Cost effi ciency/discounts/volume buys

+ Creative/visibility

+ Reach

+ Historical performance

+ Added value (links, emails, reader service)

+ Editorial coverage

+ Non-profit match

+ Co-op potential

+ Integrated media platformsPage 20

MEDIA GAMEPLAN+ Overview

+ $1,300,000 budget

+ May 1 – Aug 31, 2014

+ Heavy-up concentration online with regional print

+ Use all forms of targeting – geo, behavioral

+ Market focus of “outdoor family adventure with kids”

+ Research

+ Idaho traveler profile study

+ Image/perception study

+ Lodging collection reports, Labor economic data

+ Media campaign research (conversion, lift)Page 21

ANNUAL ONLINE

+ Sojern

+ Adara

+ TripAdvisor

+ iExplore

+ Google

+ Total budget of $635,440

Page 22

NATIONAL ONLINE

+ Pandora

+ HipCricket (mobile)

+ Travel Zoo (deals)

+ TravelGuidesFree.com (leads)

+ National Park Trips (Yellowstone)

+ Total budget of $369,658

REGIONAL ONLINE

+ SeattleTimes.com

+ King5.com

+ KOMOnews.com

+ SeattlePI.com

+ 425Magazine.com

+ SouthSound.com

+ KSL.com

+ Total budget of $73,300

page 23

REGIONAL PRINT

+ 425 Magazine

+ Outdoors NW

+ South Sound Magazine

+ Seattle Met/Seattle Magazine

+ Salt Lake Magazine

+ Total budget of 92,900

NICHE

+ Adventure

+ IOGA

+ Golf

+ RV

+ Total budget of $50,782

Page 24

OPPTY & PRODUCTION

+ Creative services

+ Photography

+ Online programming

+ Oppty advertising

+ Sponsorships

+ Total budget of $77,920

Page 25

CANADA

+ 2014

+ Brand USA partner

+ Online/SEM

+ Print

+ Budget support $117K

+ Western Canada

+ Calgary

+ Edmonton

Page 26

Page 27

CREATIVE

+ Challenge

+ Travelers don’t consider Idaho as much as they should for a

family outdoor summer vacation

+ Opportunity

+ Idaho makes it easy to enjoy the adventure of the outdoors

and the bonding time spent together as a family

Page 28

CREATIVE

+ 2014

+ Fresh new creative concept

+ My ID campaign will be retired after 2 years

+ Supports 3 key performance indicators

+ Tax, web traffi c, inquiry 

UPDATES

+ Projects

+ Developing all new statewide rest stop signage

+ FSI drop in Sunday May 18, 515,000 inserts

+ Meetings

+ Grant Summit on 1/29

+ Agency

+ Brand planning

+ Consumer generated content

+ Responsive design everywhere

+ Growth hacking Page 29