2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE …...Digital Media Banners . Partnership’s with: •...

2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE

MARKETING PRESENTATION

ExploreGeorgia.org Highlights

• 82% of site traffic is first time visitors

• Site traffic this year is up by more than 20%

• To date for 2011, traffic has increased nearly 50%

• In the past 12 months, we almost doubled the size of our email database

• Georgia Travel Guide requests remain higher than last year

2011 Georgia Travel Guide

• 750,000 Circulation • 2,325,000 Total Readership • 1 million readers online

Braves Sponsorship

Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000

Georgia Traveler Sponsorship

Total Impressions Delivered: 5,141,214

Season 5 6 episodes in the Fall (October, November) 7 episodes in the Winter/Spring (January, February,

April). All 13 episodes are repeated late spring and summer Season 6 Production will begin in 2012

Grant and Co-Op Print Advertising

• Six special sections featuring Georgia, 4 to 28 pages in length, delivering more than a 2 to 1 Value for our spending. • Atlanta Magazine • Five Meredith Publications including BH&G and Family

Circle • GO! Magazine • Budget Travel

Total Estimated Value: $1,455,184

• Spring Newspaper Insert featuring Grant and Co-Op partner advertisements Total Estimated Value Collinson Media: $76,000 Total Estimated Value Madden Media: $237,352

• Other Grant and Co-Op Advertisements in Southern Living, Group Tour and Georgia Magazine

TripAdvisor Partnership

• Georgia Advertorial: 6 months • Four grant partners have equal

presence on page

• Branded drivers, garnering over 3.2MM impressions

• Georgia Tourism Sponsorship: one full year presence • Ownership of photos and some content

along with banners driving to ExploreGeorgia.org

Total package value: $106,618

Spring/Summer Advertising Print

Circulation and Impressions

Tourism Print Ads – Special Section

Atlanta magazine - April

Tourism Print Ads –

Special Section Budget Travel - April

Tourism Print Ads – Special Section Go! Magazine - March

Digital Media Banners

Partnership’s with: • Yahoo

• WeatherBug

• ValueClick

• 20,590,520 impressions

Quarterly Contests

• Georgia’s Grand Slam Getaway • Ultimate Georgia Vacation • Georgia’s Girlfriends’ Getaway • 80 Days of Georgia Giveaways • Homestretch Giveaway

Georgia’s Grand Slam Getaway

Launch Date: June 15, 2010 End Date: July 15, 2010

Highlights:

• Facebook fans more than doubled

• 5,478 Facebook Fans Acquired

Ultimate Georgia Vacation

Launch Date: July 1, 2010 End Date: July 31, 2010

Highlights:

• Increased Trip Planner usage by 60%

• Over 700 trips were planned

• Contest page had over 8,000 hits

• Facebook drove over 15,517 click- throughs on the fan page

• 6,085 Facebook Fans Acquired

Georgia’s Girlfriends’ Getaway

Launch Date: November 2, 2010 End Date: January 3, 2010 Highlights:

• Drove over 3,000 entries

• Facebook drove over 20,000 click-throughs to the fan page

• Contest drove over 7,500 new fans to the Explore Georgia Facebook page

• Newsletter database increased by 2,152

• 7,563 Facebook Fans Acquired

80 Days of Georgia Giveaways

Launch Date: May 2, 2011 End Date: August 23, 2011

Highlights: • 23,753 Facebook Fans Acquired

• Drove a 106% increase in Facebook fan base – resulting in 42,893 current fans

• 34,019 contest entries

• Twitter follower base increased by 21% - resulting in 13,851

FY11 YTD Social Lead Generation

0

10,000

20,000

30,000

5,570

29781

Face

bo

ok

Life

tim

e Li

kes

435% growth in Facebook fan base

27,024 acquired Facebook fans

48% growth in Follower base

3,902 acquired Twitter Followers

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

8,102

12,004

Twit

ter

Follo

wer

s

FY11 YTD Email Lead Generation

23,659 emails acquired since July 2010

99.8% retention of acquired without opt-out

Of email registrants, over half (65%) signed up to receive multiple emails.

12% of the email database is registered to receive all 3 Georgia Tourism emails (eCRM, Special Offers, This Week in GA).

0% 20% 40% 60% 80%

Civil War

This Week in GA

Special Offers

eCRM

1%

46%

64%

66%

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Emai

ls A

cqu

ired

2010

2011

New Ad Campaign

Connection Point

Authentic Experiences –

Not Manufactured

Memories

Southern Sensibilities

Modern Possibilities

Genuine Georgia

Key Insight Brand Essence

Campaign Research

We conducted research over the last year to arrive at our new positioning and to develop our new campaign

• Ethnography – one-on-one interviews in Georgia and key feeder markets

• Social Media Audit

• Focus Goups (5) in Georgia and key feeder markets

Our Target Demographic

Women 25-54, both within Georgia and in surrounding states, who act as the key influencer in planning vacation time for them and their loved ones

The Georgia Experience brings a contemporary and modern feel with the authenticity, heritage and hospitality of the South.

Key Message

Personality and Voice of the Brand

Advertising

Interactive

PR/Advertorial

Product Development

Sales Force

Branding

Campaign Touchpoints

The South With A Twist

New Website To Launch January, 2012

32

• Online VIC Phase 1 Downloadable brochures

• Newsletter Sign up Landing Page

• Right Rail Updates

Launch of MOBI Site

Mobile Web features: • Updated content including images and video

• Links provided to all Partner mobile sites

• Wide selection of categories

• Special offers by city, type, and by region

• Dynamic Events Calendar

• Click -to -Call option

• Locator Map ID

• Links to all social networks

• Favorites planning feature New design with improved user interface

Contact: Alexandra Owen ITI Marketing 941-966-8979

CW150

GaCivilWar.org

• Visitors have come from 96 countries/territories, with the majority coming from the United States, Canada and the United Kingdom

• There have been over 117,890 page views • The average visitor has had 4.2 page views • Over 30% of visitors were interested in attractions

and events

• Interactive Flash Map

• Timeline

• Integration with current PA to dynamically publish upcoming events

• Online Store

• CW150 Newsletter

GACivilWar.org

Georgia’s Guide to the Civil War

Crossroads of Conflict Sales

• Over 4,000 books have sold from the 1st printing

• The book is currently in its 2nd printing

• The book continues to be the #1 selling item through the online store

• Homepage • Online VIC page • 9 Regional Landing Pages • Must See Attractions/Listings

Overview Page • Special Offers Page • Regional Video Landing pages • Newsletter ad sales

Contact: Jill Teter, Atlanta Magazine Travel Sales Director 877-554-0780 jill-teter@comcast.net

Other Exciting News –

Online Banner Sales for 2012

What’s New For 2012

• Launch of new ad campaign in the spring • Redesign of ExploreGeorgia.org • Improved Search capabilities on ExploreGeorgia.org • Added functionality to the Online VIC • Advertising opportunities for Partners on

ExploreGeorgia.org, GaCivilWar.org and mExploreGeorgia.org and in newsletters

• Georgia On My Mind Store on ExploreGeorgia.org, with a huge variety of wearables