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Travel Montana. TAC Meeting. October 6, 2003. Kids Promotion Winning Family. Travel Montana, Department of Commerce. 2003. Travel Montana, Department of Commerce. 2003. “We can’t thank you enough for a fantastic, grand time! Thank you, thank you, thank you!!!”. - The Beebe Family.

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Presentation Transcript
slide1

Travel Montana

TAC Meeting

October 6, 2003

slide2

Kids

Promotion

Winning

Family

Travel Montana, Department of Commerce

2003

slide4

“We can’t thank you enough for a fantastic, grand time!

Thank you, thank you, thank you!!!”

- The Beebe Family

Travel Montana, Department of Commerce

2003

slide5

Winter

Campaigns

Travel Montana, Department of Commerce

2003

slide6

Ski/Snowboard

Campaign

Travel Montana, Department of Commerce

2003

slide7

Ski/Snowboard

-Print-

Travel Montana, Department of Commerce

2003

slide10

Magazine Publications FY04

Ski & Outdoor Enthusiast:

Ski & Skiing – 3 insertions each

Powder – 3 insertions

Outside – 2 insertions plus

Outside Traveler (NEW)

Sno World (Warren Miller)

National Geographic Adventure

Travel Montana, Department of Commerce

2003

slide11

Magazine Publications FY04

Traditional Magazines:

Sunset – 3 insertions

Budget Travel

Men’s Journal (NEW)

Travel Montana, Department of Commerce

2003

slide13

Ski/Snowboard

-Television-

Travel Montana, Department of Commerce

2003

slide14

Per Inquiry Television

Inquiries Purchased: 3000

Schedule: Begin mid-November

:30 spots

Markets: Selected national cable

networks

Message: Similar coloration technique as

print ads. Same tag line about

mountains.

Travel Montana, Department of Commerce

2003

slide15

Ski/Snowboard

-Direct Mail-

Travel Montana, Department of Commerce

2003

slide16

Treasure Chest

National Direct Mail Campaign

Schedule: September 26 – October 3

Market: 500,000 ski enthusiasts

Added-value:

 500,000 active vacation travelers

in October & April

Travel Montana, Department of Commerce

2003

slide18

Ski/Snowboard

Web Packages/

Coupons

Travel Montana, Department of Commerce

2003

slide21

Winter

-In State-

Travel Montana, Department of Commerce

2003

slide22

MSAA Billboards

Target: Montana skier & snowboarders.

Billboard locations:

(First tier – multiple boards in each market)

Billings, Bozeman, Butte, Helena,

Kalispell, Missoula, Great Falls

(Second tier – single board in each market)

Laurel, Livingston, Miles City,

Glendive, Sidney, Hardin, Havre,

Lewistown, Shelby, Conrad, Cutbank,

Choteau, Fort Benton, Dillon,

Deer Lodge, Hamilton

Travel Montana, Department of Commerce

2003

slide23

Brand Awareness/

Education Campaign

Winter ”In Your Backyard” campaign

wintermt.com

800#

Television

Radio

Newspaper

In-store materials

Promotional public/private cooperative

partnerships component

Travel Montana, Department of Commerce

2003

slide24

Additional Components

Internet

Search Engines

Banner ads

Opt-in email

Direct E-mail

Data-mining from Travel Montana’s winter

Guestbook database

Winter Online Survey

Seattle SnowExpo

Big Sky, Big Mountain, Bridger Bowl & Travel MT

Sponsoring “Ski Montana Freeride Aerial Show”

Travel Montana, Department of Commerce

2003

slide25

Additional Components

Research

Skier & Snowboarder market

Snowmobiler market

Public Relations

Refining press list

Targeted mailings

Winter press kit

Travel Montana, Department of Commerce

2003

slide27

Snowmobile

Travel Montana, Department of Commerce

2003

slide28

Snowmobile FY04

Tri-State Partnership (MT/WY/ID)

 Sixth year

Advertising Components

Print

Internet

Newspaper

Radio

Yellowstone National Park campaign

Travel Montana, Department of Commerce

2003

slide29

Snowmobile FY04

Internet

Search engines: Google, Overture

Content sites: Off-Road, etc.

Snowmobile Sweepstakes

Travel Montana, Department of Commerce

2003

slide30

Snowmobile

-Print-

Travel Montana, Department of Commerce

2003

slide31

Multiple Insertions

 SnoWest

American Snowmobiler

SnowGoer

1/6-page

Travel Montana, Department of Commerce

2003

slide32

Inquiry Reports

Travel Montana, Department of Commerce

2003

slide33

Warm Season Inquiry Report

January 1-September 30, 2002 & 2003

Campaign 2002 2003 % Change

Warm Season:

Magazine 50,400 64,094 27%

Television 34,441 36,796 7%

Misc. WS 10,691 10,685 0%

TOTAL 95,532 111,575 17%

MT/WY/SD 21,355 19,547 -8%

General Inquiries 34,495 27,093 -21%

GRAND TOTAL151,382 158,215 5%

Travel Montana, Department of Commerce

2003

slide34

Internet Analysis

January 1-September 30, 2002 & 2003

Website 2002 2003 % Change

Main Homepage 1,629,360 1,873,726 15%

Winter Site 55,492 66,170 19%

MT/WY/SD 18,883 51,219 171%

Lewis & Clark 177,662 219,225 23%

Montana Kids! 581,999 742,639 28%

Indian Nations 44,396 83,417 88%

Nwlewisclark 7,323 39,943 445%

GRAND TOTAL2,515,115 3,076,339 22%

Travel Montana, Department of Commerce

2003

slide35

Campaign Totals

2002 & 2003

Campaign 2002 2003 % Change

Warm Season 151,382 158,215 5%

Internet 2,515,115 3,076,339 22%

GRAND TOTAL* 2,666,497 3,234,554 21%

*Does not include Invite-A-Friend Program Inquiries.

Travel Montana, Department of Commerce

2003

slide36

FY04 Lewis & Clark

Cooperative Venture

Opportunity

Travel Montana, Department of Commerce

2003

slide38

Publications

Preservation

 March/April – L&C Special Section

Closes January 5

1/9 page cost = $1,263

National Geographic Traveler

 March issue

Closes January 7

1/9 page cost = $5,960

Smithsonian

 April issue

Closes February 10

1/9 page cost = $4,413

Travel Montana, Department of Commerce

2003

slide39

Production Schedule Example

National Geographic Traveler

(Space and materials closes January 7)

Commitment from co-op partners Nov 3

Co-op ad materials to WK Nov 17

Co-op ad proofs to partners Dec 1

Co-op ad proofs approved Dec 15

Materials due at publication Jan 7

Travel Montana, Department of Commerce

2003

slide40

Presentation and media plan

details

will be available at:

travelmontana.state.mt.us

Travel Montana, Department of Commerce

2003