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Massachusetts Office of

Massachusetts Office of Travel & Tourism Massachusetts Film Office Massachusetts Sports Marketing. Betsy Wall, Executive Director. THANK YOU TO OUR SPONSORS. 2012 Conference Sponsors. Marketplace Sponsors

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Massachusetts Office of

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  1. Massachusetts Office of Travel & TourismMassachusetts Film OfficeMassachusetts Sports Marketing Betsy Wall, Executive Director

  2. THANK YOU TO OUR SPONSORS 2012 Conference Sponsors Marketplace Sponsors AAAAlbany Times UnionAt-Hand Apps, LLCBoston Chocolate ToursBoston Globe MediaBoston Herald/Bostonherald.comBroadway in BostonFaneuil Hall Marketplace & Assembly RowGroup Tour MediaMadden MediaMeredith Travel MarketingNittany Valley OffsetSteaming Tender RestaurantTravelocityTripAdvisorYankee Publishing Inc.

  3. WHY DOES TOURISM MATTER?ECONOMIC IMPACT OF TRAVEL IN MA (CY 2011) Source: USTA,2010

  4. Top Origin Markets- CY2011 DomesticVolume Boston media market 6,300,000 New York 1,800,000 New Hampshire 1,600,000 Connecticut 1,600,000 Rhode Island 800,000 Visitor Profile 33% originate in MA 76% arrive by car 28% travel to visit family/friends InternationalVolume Canada 700,000 United Kingdom 222,000 Germany 120,000 France 69,000 Japan 49,000 Emerging Markets: China 139,000 Brazil 54,000 India 50,000 Massachusetts ranks 6th in US

  5. Travel Trends for FY’13 Geo Heat Map

  6. Audience is getting younger Domestic Audience Age Range Representation MA% Universe %

  7. MOTT’S PORTFOLIO MOTT’S PORTFOLIO

  8. FOCUS ON INTERNATIONAL INTERNATIONAL MARKETING PROGRAM CANADA- launch a major consumer and trade initiative - TV, print & digital advertising UK - launch significant partnerships and promotions JAPAN - support & strengthen the new Japan Airlines flight CHINA, INDIA, BRAZIL - invest in emerging markets

  9. BRAND USA & MASSACHUSETTS • BRAND USA – first-ever international marketing campaign. • Massachusetts international programs will be aligned: • Visit Florida, Orlando, Las Vegas & California • International arrivals to the U.S. potential growth • 36% from 59.7 million arrivals in 2010 to 81 million arrivals by 2016 • generating an additional $88 billion in revenue and supporting 629,000 jobs in the U.S.

  10. Growth in Visits to U.S. from 2007 to 2011

  11. MASSACHUSETTS FILM OFFICE • 2012 - 6 feature films, 1 TV pilot, 1 TV Movie of the Week • 2010 - Present 24 major feature films and 4 TV pilots. • R.I.P.D . (NBC /Universal) spend - $108m in Massachusetts 950 local crew and 3,300 extras. • Labor Day (Paramount Pictures and Indian Paintbrush) spend - $34.4m - 300 local crew • New England Studios - first stage of a state-of-the-art television

  12. MASS SPORTS OFFICE Confirmed Events • 2013 AT&T American Cup March 2 - Worcester • 2013 World Synchronized Team Skating Champs April 2-6 Boston • 2014 US Figure Skating Championships January 5-12 Boston • MA Olympians reception – Late September. • Greater Springfield – Sports Commission Shannah McArdle – Director Shannah.McArdle@state.ma.us

  13. Content Marketing Strategy content marketing:   communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more informed. As brands increase their social footprint, they take advantage of users who are motivated to share branded content with their social circles thus igniting a “momentum effect.”

  14. Goals for FY’13 • Fresh, relevant & timely content across all channels • CHANNELS - Aggressively acquire new prospects across all channels, but with a priority of Facebook, Twitter & Mobile Phone (for Text program) • ASK A LOCAL - incent/acquire more locals-generated tips and launch an Android version of the app (late 2012) • MILLENIALS – focus on younger generation - expand video content

  15. UPCOMING TOURISM EVENTS TOURISM U Friday, September 21: Clark Art Institute, Williamstown (in the café) 10:00am: International (90 min) 12:00pm: Research (60 min) 1:00pm: End Monday, September 24: *Co-sponsored by Senate President Therese MurrayRadisson Hotel Plymouth Harbor 9:00am: International (90 min) 11:00am: Research (60 min) 12:00pm: End RSVP to:Execdirector.mott@state.ma.us

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