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Travel Montana

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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Travel Montana

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  1. Travel Montana TAC Meeting October 6, 2003

  2. Kids Promotion Winning Family Travel Montana, Department of Commerce 2003

  3. Travel Montana, Department of Commerce 2003

  4. “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

  5. Winter Campaigns Travel Montana, Department of Commerce 2003

  6. Ski/Snowboard Campaign Travel Montana, Department of Commerce 2003

  7. Ski/Snowboard -Print- Travel Montana, Department of Commerce 2003

  8. Travel Montana, Department of Commerce 2003

  9. Travel Montana, Department of Commerce

  10. 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

  11. Magazine Publications FY04 Traditional Magazines: Sunset – 3 insertions Budget Travel Men’s Journal (NEW) Travel Montana, Department of Commerce 2003

  12. Travel Montana, Department of Commerce 2003

  13. Ski/Snowboard -Television- Travel Montana, Department of Commerce 2003

  14. 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

  15. Ski/Snowboard -Direct Mail- Travel Montana, Department of Commerce 2003

  16. 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

  17. Travel Montana, Department of Commerce 2003

  18. Ski/Snowboard Web Packages/ Coupons Travel Montana, Department of Commerce 2003

  19. Winter -In State- Travel Montana, Department of Commerce 2003

  20. 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

  21. 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

  22. 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

  23. Additional Components Research Skier & Snowboarder market Snowmobiler market Public Relations Refining press list Targeted mailings Winter press kit Travel Montana, Department of Commerce 2003

  24. Snowmobile Travel Montana, Department of Commerce 2003

  25. 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

  26. Snowmobile FY04 Internet Search engines: Google, Overture Content sites: Off-Road, etc. Snowmobile Sweepstakes Travel Montana, Department of Commerce 2003

  27. Snowmobile -Print- Travel Montana, Department of Commerce 2003

  28. Multiple Insertions  SnoWest American Snowmobiler SnowGoer 1/6-page Travel Montana, Department of Commerce 2003

  29. Inquiry Reports Travel Montana, Department of Commerce 2003

  30. 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

  31. 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

  32. 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

  33. FY04 Lewis & Clark Cooperative Venture Opportunity Travel Montana, Department of Commerce 2003

  34. Travel Montana, Department of Commerce 2003

  35. 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

  36. 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

  37. Presentation and media plan details will be available at: travelmontana.state.mt.us Travel Montana, Department of Commerce 2003

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