1 / 26

Maine Office of Tourism Report

Maine Office of Tourism Report. Mid-Coast November 2011. Current Marketing Strategies. Research driven Primary markets Boston New York Other New England states Eastern Canada Goal – increase number of first time visitors. Current Marketing Strategies.

herne
Download Presentation

Maine Office of Tourism Report

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. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Maine Office of Tourism Report Mid-Coast November 2011

  2. Current Marketing Strategies • Research driven • Primary markets • Boston • New York • Other New England states • Eastern Canada • Goal – increase number of first time visitors

  3. Current Marketing Strategies • In addition to our demographic approach: • Examining current market prospects for a more psychographic perspective • Examining potential in eastern regions with non-stop flights to Maine

  4. Marketing Maine: 2011 • Television – Reinforcing look and feel established last year with addition of new footage • Boston • New York • National Cable • Radio • Boston

  5. Marketing Maine: 2011 • Print • Down East • Yankee • Real Maine Weddings • Maine Invites You/Official Maine Map • Audubon • New England Meetings Guide • Boston Globe • New York Times T magazine • Snow Goer Magazine Vacation Guide • DNE Guide - UK

  6. Yankee ad

  7. Audubon ad

  8. Boston Globe ad

  9. Paddling.com ad

  10. Downeast ad

  11. Snow Goer Magazine

  12. Marketing Maine: 2011 • Online • Boston.com • Orbitz • Frommers • Value Click Networks • Wicked Local (MA) • Weather Bug • CanadaEast.com • Trip Advisor • FamilyGetaway.com

  13. Marketing Maine: 2011-2012 Email • eMail blasts • Alternating between full list and targeted lists from visitmaine.com database • Call to action: Maine Getaways • Related to upgrades in content • Strategic focus on areas of interest indicated by visitors • Allows for personalization

  14. Marketing Maine: 2011-2012 Pay-per-click • Started in primary DMAs • Low cost tactic to reach potential first time visitors • Allows for real-time analytics • Flexibility • Message can be focused and adjusted as needed

  15. Marketing Maine: 2011-2012 Social Media • 63% of Maine’s visitors use Facebook on a regular basis. • 23% increase over last year

  16. Marketing Maine: 2011-2012 • Facebook • Ability to communicate with more than 38,000 fans every day • Facebook Advertising • Targeting those who are not yet fans in U.S. and Eastern Canada • Ability to target specific niches

  17. Marketing Maine: 2011 - 2012

  18. Marketing Maine: 2011-2012 • Engage prospects dynamically • Continue to build upon the “There’s More to Maine” campaign • Reinforce our strengths and bring to life what isn’t known • Integration of multi-media campaign

  19. Marketing Maine: 2011 - 2012 • International Marketing • Discover New England -- Consortium of the six New England States • Travel trade shows, sales missions and familiarization tours • Primary targets for Maine: • UK • Germany • France • Italy

  20. Moving Forward • Canadian PR/Trade Representation • Sales calls travel agents and tour operators • Enhanced presence at trade shows • In-market media presence • Building upon Maine/New Brunswick partnership • Marketing Two-Nation Vacation • New marketing plan based on current research

  21. Moving Forward • Integrate mobile marketing into our media mix • Continue to build upon state agency partnerships • Evaluate research needs, potential gaps and existing data

  22. How to Connect • Visitmaine.com • Business listings • Event listings • Getaways and Specials

  23. How to Connect

  24. How to Connect • Resources • Research • Media Plan • Tap into Tourism

  25. How to Connect

  26. How to Connect • Maine Governor’s Conference on Tourism • Professional development and networking opportunity • January 26, 2012 • Sunday River Resort • MaineTourismConference.com

More Related