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Tourism Marketing Performance Fund Advertising Efforts

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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

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tourism marketing performance fund advertising efforts
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
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
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
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
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
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
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
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
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
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
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
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
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
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