MARKETING A TOURIST-FRIENDLY SESQUICENTENNIAL

Virginia Tourism Corporation

November 9, 2009

The Importance of Civil War Tourism in Virginia

• 22% of travelers in our target markets say Civil War historic sites are “significantly important” when choosing a travel destination

• 6% of all trips to Virginia include Civil War History

• 2.5 = average party size

• 3.5 = average length of stay (1.5X average)

• One in 7 tourism dollars come from travelers engaged in Civil War History

• 972 = average spending per travel party (2.3X average)

Source: VTC Attitudinal Study, Wave 2. and VTC Travel Profile FY08-09

The Importance of Virginia in Civil War Tourism

Source: VTC Attitudinal Study, Wave 2. Q36 “Which of the following do you feel the destinations offer to a significant degree? Choose only the ones you feel are offered to a significant degree for that destination.” – Civil War History

71%

65%

50%

41% 41% 41%37%

33% 33%

7% 6% 6%

PA VA GA MD TN SC WV DC NC NY NJ FL

Virginia’s Three Tiered Strategy

Civil War Travelers (40%)

History & Heritage Travelers (40%)

Other Leisure Travelers (20%)

GROWTH TARGETPRIMARY TARGET• Origin Markets:

• Washington, DC,

• Baltimore,

• North Carolina, • Virginia

• Demographics:• 25 – 45 years old

• Bachelor’s Degree or Higher

• Traveling with Children• Middle - Upper-middle class

• Trip Type:• Short Getaway / Extended Weekend

• Year-round with Emphasis on Spring and Summer

• Origin Markets:• Philadelphia

• New York City

• South Carolina

• Ohio

• Atlanta

• Demographics:• 35 – 55 years old

• Bachelor’s Degree or Higher

• Traveling with Children (7 – 18 y/o)

• Upper-middle Class

• Trip Type:• Extended Weekend / Traditional Week-long

Vacation

• Year-round with Emphasis on Spring and Summer

Understanding the Tiers:

Other Leisure Travelers

Understanding the Tiers:

Other Leisure Travelers

Source: Sesquicentennial Qualitative Research

Virginia is the best place to take a relaxing trip with your family. Beautiful scenery, outdoor recreation, beaches, theme parks and historic and cultural sites offer a variety of activity to keep the entire family entertained year after year.

Understanding the Tiers:

Other Leisure Travelers

Source: Sesquicentennial Qualitative Research

• Gen X less interested in history• But are interested in culture and understanding their world

• Children more interested in history than their parents• But needs to be interactive and engaging

• Most likely to include “must-see” historic sites on bigger vacation

• Become quickly overwhelmed by heavy content• Prefer presentations that “bring history to life”

WHO THEY ARE• Total Trips: 32%

• Total Spending: 51%

• Median age: 47

• Married: 59%

• Gender: 50% male/female

• Median Income: $62,500

• College Education: 51%

• Party Composition: ▪ 39% couples

▪ 29% traveling with children

Understanding the Tiers:

Culture & Heritage Travelers

Source: VTC Travel Profile and BCF Media Planning

WHAT THEY WANT

• To Understand Their World• Enjoy learning how the past influences

today’s society and their own lives

• View history like a puzzle with each piece making their world a little clearer

• To Make History Relevant• Know less about the Civil War than

other periods of history.

• Like sites interactive and relevant to today.

Understanding the Tiers:

Culture & Heritage Travelers

Source: Sesquicentennial Qualitative Research

WHO THEY ARE• Total Trips: 6%

• Total Spending: 14%

• Median age: 52

• Married: 63%

• Gender: 53% male

• Median Income: $57,500

• College Education: 51%

• Party Composition: 41% couples 28% traveling with children

Understanding the Tiers:

Civil War Travelers

Source: VTC Travel Profile and BCF Media Planning

WHAT THEY WANT

• To See Where It Happened Learn about history by reading books at home.

Visit sites to gain context – not information.

Lighter content is OK if the site provides authentic context.

• To Memorialize The Past Seek authenticity most

Passionate about preserving historic sites

Understanding the Tiers:

Civil War Travelers

Source: Sesquicentennial Qualitative Research

The Universal Message:

Visiting Virginia for the 150th anniversary of the Civil War gives Americans a greater understanding of how the Civil War is fundamental in appreciating the United States of today.

With the majority of major battles fought here, Virginia offers more pieces of the big picture than any other state.

Creating Interest

CIVIL WAR BUFFS

Promotion:• Package less well-known

sites• Promote preservation-

related causes

Content:• Depth dictated by strength

of connection with today. • Less well-known sites

require most depth• Must be authentic

Anniversary Importance:• Likely to travel

CULTURE-HERITAGE TRAVEL

Promotion:• Partner with cultural attractions and other periods of history

Content: •Make connections with today• Interactive: Artifacts and Reenactments most appealing•Special events appeal to most

Anniversary Importance:• Most likely to travel

OTHER LEISURE TRAVELERS

Promotion:• Package with other leisure activities•Important to share history with kids, but want to relax

Content:•Content must be light• Kids must be engaged• Expect lively, special events during anniversaries

Anniversary Importance:• Limited

THANK YOU