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Travel Montana

Travel Montana. TAC Meeting. February 4, 2003. Inquiry Reports. Travel Montana, Department of Commerce. 2003. Warm Season Inquiry Report January 1-December 31, 2001 & 2002. Campaign 2001 2002 % Change. Warm Season: Magazine 69,134 51,786 -25%

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Travel Montana

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  1. Travel Montana TAC Meeting February 4, 2003

  2. Inquiry Reports Travel Montana, Department of Commerce 2003

  3. Warm Season Inquiry Report January 1-December 31, 2001 & 2002 Campaign 2001 2002 % Change Warm Season: Magazine 69,134 51,786 -25% Television 26,805 34,443 28% Misc. WS 4,943 8,552 73% TOTAL 100,882 94,781 -6% MT/WY 19,831 21,486 8% General Inquiries 49,524 43,796 -12% GRAND TOTAL170,237 160,063 -6% Travel Montana, Department of Commerce 2003

  4. Winter Campaigns Inquiry Report August 1-January 31, 2002 & 2003 Campaign 2002 2003 % Change Downhill Ski 15,302 14,232-7% Snowmobile 1,454 714 -51% GRAND TOTAL16,756 14,946 -11% Travel Montana, Department of Commerce 2003

  5. Internet Analysis (User Sessions) January 1-December 31, 2001 & 2002 Website 2001 2002 % Change Main Homepage 1,508,618 1,987,141 32% Winter Site* 200,123 272,848 36% MT/WY/SD (4 Parks) 36,343 19,875 -45% Lewis & Clark 151,835 237,460 56% Montana Kids! 423,421 739,428 75% Indian Nations 5,024 62,732 1149% Nwlewisclark.com n/a 8,869 n/a GRAND TOTAL2,325,364 3,328,353 43% Travel Montana, Department of Commerce *August 1- December 31, 2002 and 2003 2003

  6. Campaign Totals 2001 & 2002 Campaign 2001 2002 % Change Warm Season 170,237 160,063 -6% Winter (thru Jan 02)16,756 14,946 -11% Internet 2,325,364 3,328,353 43% GRAND TOTAL* 2,512,357 3,503,119 39% Travel Montana, Department of Commerce *Does not include Invite-A-Friend Program Inquiries. 2003

  7. Downhill Skiing -Direct Mail- Travel Montana, Department of Commerce 2003

  8. Regional Mailing Database Campaign Schedule: December 17 mailing date Market: 8,166 Travel Montana winter inquiry names Message: MSAA EZ Ski/Ride 1-2-3 Travel Montana, Department of Commerce 2003

  9. Travel Montana, Department of Commerce 2003

  10. Downhill Skiing In-State Newspaper Travel Montana, Department of Commerce 2003

  11. In-State Newspaper Campaign FY03 Newspaper Advertising EZ Ski/Ride 1-2-3 Six week campaign: Dec. 22 -Feb. 2 Markets: Seven major daily newspapers - Billings, Bozeman, Helena, Butte, Great Falls, Missoula, Kalispell Travel Montana, Department of Commerce 2003

  12. Creative 12 b&w ads 4: 24-column inches Sunday Papers 8: 12-column inches Weekday Papers Travel Montana, Department of Commerce 2003

  13. Snowmobile -Internet- Travel Montana, Department of Commerce 2003

  14. Travel Montana, Department of Commerce 2003

  15. Winter Banner Advertising Results Travel Montana, Department of Commerce 2003

  16. Summary of Winter Banner Ad Performance By Type of Site Segment Total Click CTR CPC Impressions Throughs % $ Search Engines 952,039 45,576 1.16 .85 Portals 989,061 4,416 .457.04 Ski Sites 767,083 1,305 .1710.85 Cross Country 55,598 200 .36.71 Opt-in Email 70,000 2,020 2.895.94 TOTAL 2,833,781 19,028* .671.80 *does not include search engines that are click-based (34,489 clicks) Travel Montana, Department of Commerce 2003

  17. Warm Season FY03 Travel Montana, Department of Commerce 2003

  18. Target Market Segments New Publications  Traditional Friendly Exchange Ladies Home Journal Home & Away  Outdoor Enthusiast Audubon  Canadians Western Living Travel Montana, Department of Commerce 2003

  19. Traditional Full-page & 1/3-page Travel Montana, Department of Commerce 2003

  20. Traditional Outdoor Enthusiasts Full-page & 1/3-page Travel Montana, Department of Commerce 2003

  21. Traditional Outdoor Enthusiasts Photography full page & 1/3-page Travel Montana, Department of Commerce 2002

  22. Traditional RV/Camping full page & 1/3-page Travel Montana, Department of Commerce 2002

  23. Active Mature RV/Camping Mass Media Traditional Full-page & 1/3-page Travel Montana, Department of Commerce 2002

  24. Custom Marketing Group/ American Express Co-op Travel Montana, Department of Commerce 2003

  25.  Magazine: Circulation = 1,000,000 Travel Holiday (March) Travel & Leisure (April)  Direct Mail: Circulation = 25,000 • Arizona  Michigan • California  Minnesota  Colorado  New York • Florida  Texas  Georgia  Washington •  Illinois  Wisconsin Travel Montana, Department of Commerce 2003

  26. Montana Lewis & Clark Travel Montana, Department of Commerce 2003

  27. Lewis & Clark in Montana  Full-page 4-color  Lewis & Clark National Geographic Traveler American Heritage Preservation Smithsonian Travel Montana, Department of Commerce 2003

  28. Travel Montana, Department of Commerce 2003

  29. Lewis & Clark Co-op Travel Montana, Department of Commerce 2003

  30. L&C’s Northwest Journey Partners  Idaho  Oregon  Washington Call-to-action:  nwlewisclark.com (designed by Travel Montana) • Contribution: •  $30,000 by each state = $130,000 • Idaho put in $40,000 this year. 2003 Travel Montana, Department of Commerce

  31. Media Placement Magazines  American Heritage  Smithsonian  Sunset Internet  Google 2003 Travel Montana, Department of Commerce

  32. Travel Montana, Department of Commerce 2003

  33. MT/WY/SD Co-op Travel Montana, Department of Commerce 2003

  34. Fourparks.com Campaign  Montana: Glacier National Park, Yellowstone National Park  Wyoming: Yellowstone National Park, Grand Teton National Park  South Dakota: Mount Rushmore National Memorial Travel Montana, Department of Commerce 2003

  35. Components of Campaign  Print (Same creative as FY02 by Wyoming) AAA Home & Away AARP: The Magazine Budget Travel Reader’s Digest Trailer Life Sunset  VIA Travel Montana, Department of Commerce 2003

  36. Travel Montana, Department of Commerce 2003

  37. Components of Campaign  Internet - Fourparks.com Google.com Disney.com Sweepstakes component  Media Reception in NYC Travel Montana, Department of Commerce 2003

  38. Travel Montana, Department of Commerce 2003

  39. Travel Montana, Department of Commerce 2003

  40. Internet Advertising Travel Montana, Department of Commerce 2003

  41. Internet Media Options FY03 Search Engines  Yahoo.com  Google.com  Overture.com  Kanoodle.com Portals:  AOL  Montana.com 2003 Travel Montana, Department of Commerce

  42. Internet Media Options FY03 • Traditional Sites: • Discovery.com • NYTimes.com • Coleman.net • GoPlayOutdoors.com • Rv.net • Rvzone.com • Seniornet.org • Thirdage.com 2003 Travel Montana, Department of Commerce

  43. Internet Media Options FY03 E-mail:  Tyzo · 1 personal introduction email to 50,000 opt-in subscribers. 2003 Travel Montana, Department of Commerce

  44. Per-Inquiry Television Travel Montana, Department of Commerce 2003

  45. National Television Campaign  National Television (Per Inquiry) • New “Rejuvenate Yourself” spot & Lewis & Clark spot • 75% Rejuvenate/25% L&C •  mid-March through late-May • - 37,000 inquiries •  Discovery Channel, Travel Channel, Arts & Entertainment, Animal Planet, History Channel, Learning Channel, Lifetime, TV Food Network, Fox News, TNT (new for ’03) Travel Montana, Department of Commerce 2003

  46. In-State Television Travel Montana, Department of Commerce 2003

  47. “In Your Backyard” Campaign  Encourage Montanans to vacation within the state.  Early-June through mid-July, 2002  4-week schedule in a 5-week flight: Broadcast TV: five major markets Cable TV: CNN & TBS Travel Montana, Department of Commerce 2003

  48. Other Advertising Components  Email Database Campaign •  Quarterly newsletters • Mine database for emails targeted at specific interests. Travel Montana, Department of Commerce 2003

  49. Travel Montana, Department of Commerce 2003

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