Download
1 / 18

Tourism Marketing Performance Fund Advertising Efforts - PowerPoint PPT Presentation


  • 370 Views
  • Updated On :

Tourism Marketing Performance Fund Advertising Efforts. Stay & Ski in 2003 Celebration Goal: Increase travel to Utah by enticing visitors with a complimentary ski pass when they purchase four or more nights lodging during Winter 2002/2003 Timing: October 2002 through April 1, 2003

Related searches for Tourism Marketing Performance Fund Advertising Efforts

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Tourism Marketing Performance Fund Advertising Efforts' - HarrisCezar


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Tourism marketing performance fund advertising efforts l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Stay & Ski in 2003 Celebration

Goal: Increase travel to Utah by enticing visitors with a complimentary ski pass when they purchase four or more nights lodging during Winter 2002/2003

Timing: October 2002 through April 1, 2003

Key Markets: Los Angeles

San Francisco

New York

Dallas

Chicago

Boston

Atlanta

Florida

Budget: $437,500


Tourism marketing performance fund advertising efforts3 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Media Tactics

Ski Vertical Magazines

  • Budget: $25,000

    Internet

  • Budget: $50,000

    Targeted Direct Mail

  • Budget: $362,500


Tourism marketing performance fund advertising efforts4 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Ski Vertical Magazines

Ski

  • November 2002

  • Ski Utah Section

    Skiing

  • October 2002

  • Ski Utah Section

    Skier News

  • 4 Issues


Tourism marketing performance fund advertising efforts5 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Internet

AMI Group

Sites: OnTheSnow.com

MountainReports.com

Provide the ski content for various other sites including:

  • Yahoo, CNN, USA Today, Dow Jones, Knight Ridder, Clear Channel Communications, AT&T Bell South, Cox Interactive Media, CBS.com, ABC and NBC

    Timing: October 2002 – April 2003


Tourism marketing performance fund advertising efforts6 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Internet

AMI Group Elements

Element 1 – Microsite integrated in to OnTheSnow.com

Element 2 – E-Mail Newsletter

Element 3 – Integrated Button Callouts


Tourism marketing performance fund advertising efforts7 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Internet

AMI Group Elements Continued

Element 4 – Integrated Banner Callouts

Element 5 – Targeted Text Links

Total AMI Impressions: 7,015,000


Tourism marketing performance fund advertising efforts8 l.jpg
Tourism Marketing Performance Fund Advertising Efforts

Direct Mail

Estimated Audience: 900,000 Distribution

Timing: To Drop First Week of November 2002


Utah travel council branding campaign l.jpg
Utah Travel Council Branding Campaign

Media Tactics

  • National Magazine

  • Spot Market Metro Traffic Radio

  • Spot Market TV

    Timing

  • September – December 2002





Utah travel council branding campaign13 l.jpg
Utah Travel Council Branding Campaign

Magazine Placement

Conde Nast Traveler

  • 4-page section with New Balance

  • September 2002

    Arthur Frommer’s Budget Travel

  • 2-Page Spread Inside Front Cover

  • October 2002

    American Heritage

  • Full Page

  • October 2002

  • Full Page of Editorial

    Outside

  • Full Page

  • October 2002


Utah travel council branding campaign14 l.jpg
Utah Travel Council Branding Campaign

Magazine Placement Continued

Travel Holiday

  • 2-Page Spread Back Inside Cover

  • October 2002

    MNI Network

  • Newsweek, Sports Illustrated, Time, U.S. News and World Report

  • Full Page

  • Dallas, Los Angeles, San Francisco, San Diego, Las Vegas Markets

  • October 7, 2002

    Gourmet

  • 4-Page Spread

  • November 2002

    New Yorker Magazine

  • 4-page spread with MasterCard

  • November 11, 2002


Utah travel council branding campaign15 l.jpg
Utah Travel Council Branding Campaign

Spot Market Metro Traffic

Markets: Dallas

Los Angeles

Timing: 3 weeks

October – November 2002

Reach & Frequency:

200 spots per week

63.2% Reach

3.2X Frequency


Utah travel council branding campaign16 l.jpg
Utah Travel Council Branding Campaign

Spot Market Television

Markets: Dallas

Los Angeles

Timing: 3 weeks

November – December 2002

Reach & Frequency:

300 TRPs per week

65% Reach

9.2X Frequency

Creative Executions:

Welcome Revised :30

Seasons :30


Utah travel council current projects l.jpg
Utah Travel Council Current Projects

Videos

  • Trade Mission Video

    • Tourism Message/Governor’s Message

      • Olympic Memories

      • Technology

      • Educated Workforce

      • Cultural/Heritage

      • Agriculture

  • Olympic Series Video

    • Leveraging of the Games

    • Legislative Funds

    • 7 TV spots

    • Print Campaigns


ad