summer campaigns overview 7.22 · •35% say they could be convinced to take a trip this year that...
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Summer Campaigns Overview7.22.2020
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Travel SentimentThe Down Side• Nearly 42% of American travelers now say they don’t have any trip plans for the remainder of 2020. • Only 41% express any meaningful enthusiasm about the possibility of taking a getaway in the next month • As of July 12th only about 14% of American travelers feel the pandemic will get better in the US in the next
month• Nearly two-thirds feel it will get even worse.• Approximately 40% of those surveyed said they expect they will be traveling in the Fall. This number was
about 50% in June.
The Up Side• 36% feel open to travel inspiration. • 35% say they could be convinced to take a trip this year that they hadn’t previously considered. • 41% say they are excited to learn about travel experiences or destinations to visit. • Travelers continue to report being twice as likely to travel by personal car (67%) than by any other form of
transportation.
Sources: Destination Analysts: Corona Virus Travel Sentiment Index Report
MMGY
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In-State
6/8-7/31
Unrestricted States
7/3-8/2
Driving States
8/3-9/27
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Maine In-State Campaign
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Revisit MaineMaine is famously known as “Vacationland”. We inspire Mainers to rediscover and revisit the places that they’ve been longing for in the state they call home. And perhaps find new ones along the way.
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BVK MOT MOT3W196H Calling 30 YouTubePreRoll
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“Calling”
:30 AVO The Maine Office of Tourism, encouraging you to get back out there and gain a whole new appreciation for Maine by returning to favorite spots and discovering new ones, and exploring everything that makes Maine uniquely Maine. The jagged mountains and rolling rivers are calling. The secluded trails and abundant forests are calling. Just like they have been for over two centuries. Revisit and reconnect with the places Mainers call home. For inspiration and itineraries, go to visit Maine dot com.
“Calling”
:18 AVO The Maine Office of Tourism, reminding you that right now is the perfect time to revisit andreconnect with the places Mainers call home. By returning to favorite spots and discoveringnew ones. And exploring everything that has made Maine uniquely Maine. For inspirationand itineraries, go to visit Maine dot com.
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Camping Dining
Adventure Hikes
Digital Banner Ads
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Social Ads
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Social Ads
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Social Video Ads
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Social Video Ads
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Social Video Ads
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In-State: Budget + Objective
Media Budget: $380,972 (June and July)
Objective: raise awareness and drive landing page visits
Target: In-State demo (all of Maine)/Local demo (people looking on specific news sites including local news that does well with audiences), A25-54 + Travel Intenders, A18+
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In-State Media Plan
June 8June 15
Local TV• Bangor• Portland• Presque Isle
Demo: A25-54(2) :30 Spots75% Reach 6x Frequency1.9m Impressions
3-week flight
Statewide NPR• Weekday 10-7• Weekend 7-7• :30 and :18 reads
Demo: A25-54
124 total mentions
4-week flight
June 8
Digital• Banner Ads• Video Ads• Connected TV
Demo: Maine Residents
6.6mm Impressions
4-week flight
June 10
Social• Facebook• Instagram
Demo: Maine Residents
6.6mm Impressions
3-week flight
June 1
Paid Search
Demo: Maine Residents + travel Intenders East of the Mississippi
10mm Imp. (year)
on-going
June 8
Video• YouTube
Demo: Maine Residents
6.6mm views
8-week flight
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IMPRESSIONS
Digital - (Display, OLV, CTV ) 11,972,010
YouTube 1,698,430
CLICKS
Digital (Display, OLV, CTV) 16,319
YouTube 495
CTR (.10% is benchmark)
Digital (Display, OLV, CTV) 0.14%
YouTube 0.03%
In-State: Digital Results
COMPLETED VIEWSConnectedTV (CTV) 566,122On-Line Video (OLV) 1,181,139YouTube 960,265
Video Completion Rate (VCR)CTV: 99% (85% is benchmark)
OLV: 47% (Optimizing towards landing page hits, not VCR for this, which is why it is lower)
YouTube: 57% (15% is benchmark)
June 8-July 10
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In-State: Top Sites
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In-State: Search
• 138,346 impressions
• 3,261 clicks
• 2.36% click through rate
• $0.75 cost per click
• 1,246 conversions
• 38% conversion rate
• $1.95 cost per conversion
• 16% bounce rate
• 190 second average visit duration
• $2,430 total spend
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In-State: Web Site Metrics
Avg Session Duration 1 minute and 20 seconds
Site Visits 14,869
Conversions (total click-throughs + view-throughs) • Total LP Conversions: 8,713• Guidebook: 18• E-Newsletter: 4
June 1-July 10
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Unrestricted States Campaign
NH, VT, NJ, NY, CTJuly 5-Aug 2
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Maine Welcomes You BackCan you hear it calling? The pristine waters and natural settings are waiting. Now is the time to discover or rediscover the diverse landscapes of Maine for yourself. You’re ready to explore everything that has made Maine, uniquely Maine. And we’re ready to welcome you back.
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Banner Ads - VT/NH
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Banner Ads – NY, NJ, CT
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Pandora Radio Spot + Companion Banner Ad
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Unrestricted: Budget + Objective + Target
Media Budgets: $225,000 for NH/VT + $283,210 for NJ/NY/CT= $508,210
Objective: raise awareness of open travel to Maine and encourage web visits
Target: Travel Intenders, A18+ 5 unrestricted states (NH, VT, NJ, NY, CT)
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Unrestricted Media Plan
July 5
Digital• Pandora Radio• Banner Ads• Video Ads• Connected TV
Demo: Travel IntendersA18+
39.4mm Impressions
4-week flight
July 5
Paid Search
Demo: Travel IntendersA18+
10mm Impressions (year)
on-going
July 5
Video• YouTube
Demo: Travel Intenders A18+
1mm views
8-week flight
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IMPRESSIONS
Digital/Pandora (display, OLV, CTV, audio): 3,282,164
YouTube: 182,521
CLICKS
Digital/Pandora (display, OLV, CTV, audio): 4,450
YouTube: 79
CTR (.10% is benchmark)
Digital/Pandora (display, OLV, CTV, audio): 0.14%
YouTube: 0.04%
Unrestricted: Digital Results
COMPLETED VIEWSConnectedTV (CTV): 47,952On-Line Video (OLV): 98,981YouTube: 103,742
Video Completion Rate (VCR)CTV: 98% (85% is the benchmark)
OLV: 41% (Optimizing towards landing page hits, not VCR for this, which is why it is lower)
YouTube: 57% (15% is benchmark)
July 5-10
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Unrestricted: Top Sites
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Unrestricted: Search• Impressions: 164,529 impressions
• Clicks: 9,740 clicks
• CTR: 5.92% (1% is industry benchmark)
• Cost per click: $0.75 (low)
• Conversions: 3,315
• Conversion rate: 34% (high)
• Cost per conversion: $2.21
• Bounce rate: 15%
• Average time on site: 106 seconds (high)
• Total spend: $7,342 total spend
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Unrestricted: Web Site Metrics
Conversions (total click-throughs + view-throughs) • Total Landing Page Conversions: 2,048• Guidebook: 14• E-Newsletter: 1
July 5-10
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Safe Campaign
8/4-9/27
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TV Ad
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OOH
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OOH
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OOH
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Prospecting Digital Ads
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Retargeting Digital Ads
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Social Ads
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Safe Campaign
Media Budget: $1,513,050 August - October
Objective: raise awareness and drive landing page visits
Target: Five unrestricted states geo, A25-54 + Travel Intenders A18+
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Media Outreach
• Proactive pitching of Maine story ideas
• Responding to all appropriate leads• Media continues to look for information on outdoor
opportunities, road trips, and attractions that are practicing healthy and safe procedures. The number of leads and requests that are seeking examples of safe travel have risen significantly in the past three week.
• Creating content to be used in future pitching
• Planning media visits now and into fall
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Organic Social Media
• Partnering with Maine-based influencers for Instagram content
• Focusing more on driving traffic to Maine Trip Tips and Maine Happenings on VisitMaine.com
• Featuring beautiful imagery and serene settings
• Closely monitoring and responding to comments and requests for additional information
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Thank you