Summing Up the Research
Tourism is a critical economic driver for the state Contributing $5.5B to the economy,
$770mm in Tax Receipts Accounting for over 55,000 jobs
There is significant potential upside Currently 36-38th in terms of states
people are visiting 1% of Domestic Travel Market ~32% of visitors are just passing through
(vs. 16% for our 4 corner neighbors) We suffer from low awareness and
damaging misperceptions
If we don’t proactively make changes, things will get worse In 12 years, nearly ¼ of our visitors will
have expired or stopped traveling Average trip spend in NM continues to
decline and is below the national average
A New Day, A New Approach We will move from a tourism service agency to a tourism generating agency
We will focus on fewer, bigger things and do more with less
We will elevate our game and expect more from the everyone we work with – good enough is not good enough
We Have Lofty Goals NMTD Vision: Become the fastest growing leisure
travel destination in the U.S.
Meet the needs of the industry
Business Objective: Accelerate NM tourism, driving unprecedented revenue growth and occupancy rates
By meeting the needs of the traveler
Marketing Objective: Make New Mexico a primary travel destination by giving “Venturesome” travelers compelling reasons to choose NM as their next great travel experience
1.) Build a strong, magnetic brand2.) Unify and lead the industry3.) Ramp up the rigor4.) Block and Tackle
New Mexico Tourism Department Strategic Planks
How Will We Build a Magnetic Brand?
DEFINE the brand and consumer
GENERATE awareness
CONVERT trips*
FUEL advocacy
* Primarily the responsibility of specific DMOs and partner entities
Key 2011/2012 Action Items: Build the Brand
1.) Define the brand and consumer Work sessions - wide range of perspectives from the broadly defined
industry Research - quantitative and qualitative
Longwoods deep dive, focus groups in Chicago, LA, Houston, and ABQ Leading to a tight positionin
g statemen
t
Leading to a tight positionin
g statemen
t
To travelers with an adventurous spirit and thirst for authenticity, New Mexico is the destination that
feeds the soul because it offers adventures steeped in a rich culture.
To travelers with an adventurous spirit and thirst for authenticity, New Mexico is the destination that
feeds the soul because it offers adventures steeped in a rich culture.
Our Passionate, NM Brand Lovers Appear to be a Strong Fit for the Plog “Venturer”
Psychographic Traveler Profile*
Characteristics: Self-confident A leader Intellectually curious Quick decision-making Desire to explore ideas and places Active and energetic Spend discretionary income more
readily Rely on their own judgment Prefer varying activities &
challenges
Travel Behaviors: Travel more frequently Spend more per day More likely to travel via air Prefer unusual, underdeveloped
destinations that have retained their native charm
Accept unconventional accommodations as an integral part of a unique vacation experience
Prefer to participate in local customs and habits and tend to avoid those that are staged for tourists.
Tend to seek new destinations each year to add to their treasure of rich experiences.
8*Based on Plog Traveler Personality Type model (40 years of scientifically validated travel research)Source: TNS/Plog Research, 2001.
To Better Understand This Important Psychographic Target, We Created a Custom
Venturer Attitudinal Profile Based on Available TNS Measures
9
“I frequently search magazines and websites for information about travel destinations and tourism operators I'm interested in” “I love hunting out the newest travel experiences before anyone else catches on to them” “When I find a new travel destination or tourism operator that I really like I have to tell others all about it”
“I love to relive my travel experiences by discussing them with other people”
“My family and friends often ask my advice on travel matters”“I often go out of my way to find travel and tourism operators that offer really genuine, authentic experiences”
“I am prepared to pay more to visit places or use operators that offer something really original”
Proactive, information seeker
Early adopter
Opinion leader
Invests in the extraordinary
Attitudinal Profile
Source: Katie Connolly Assoc. custom analysis of Plog Research and TNS attitudinal variables, 2010
10
Demographic ProfileMore likely to be:
Aged 18-44
Never married or currently married
From a major metropolitan city (especially
Los Angeles, San Francisco, Miami, Chicago
or New York)
$75K+ HH income
The Result Was a Clearer Picture of the “Venturer” in Terms of Key Demographic
Dimensions. . .
Detailed analysis of aggregate fit with Venturer profile by demographic variable in appendixSource: Katie Connolly & Associates, LLC Custom Venturer Analysis, 2011; TNS Travel Data 2008-2010
Our Cumulative Consumer Learning, Along With Recent Qualitative Research, Led to These
Hypothesized Triggers & Barriers to Choosing NM as a Travel Destination
TRIGGERS Un-processed, authentic
natural and cultural vacation experiences
Outdoor sports/recreation (“stuff to do”)
Beautiful landscapes Interesting historical sites
and architecture Unique local cuisine Not “touristy”
BARRIERS Not top of mind (low
visibility/awareness) Don’t know what to
do/nothing to do Hard to get to Hot & dry weather Lack of quality & variety in
food and accommodations Fewer recreational
activities (vs. Colorado)
11Source: KCA, LLC Situation Analysis, 2011; NM Branding Online Survey, CRC 2010; Saatchi Positioning Qualitative, June 2011.
Key 2011/2012 Action Items: Build the Brand
DEFINE the brand and consumer GENERATE Awareness
Find the right partners• RFP for Advertising agency issued 9/2/11, finalized
12/15/11• RFP for PR firm to be issued 12/15/1, finalized 2/1/12
Roll out new campaign: April 2012
Key 2011/2012 Action Items- Build
the Brand
DEFINE the brand and consumer GENERATE Awareness CONVERT trips
Issue RFP for new website 12/1/11• SIMPLE, STUNNING and
SELL• To include an app/mobile
presence and booking agent
Key 2011/2012 Action Items - Build the Brand
DEFINE the brand and consumer GENERATE Awareness CONVERT trips FUEL advocacy - get others
spreading the word about our brand Advocacy Program
• $3.2B over 3 years NM Magazine
• New editor, new publisher, new organizational structure
Celebrating 90 Years!
Refocused Mission: Celebrate the best the state has to offer in ways that benefit readers and industry partners, and help grow awareness of the great travel opportunities here, our adventures steeped in culture!
Improved Covers and Content
Results:FY’12 Revenue up 8.7% ($432,773 vs. $398,189) and Paging up 33.9% (111.88 vs. 83.58) vs. YAGO Jan’12 Centennial Issue Revenue up 47% ($51,248 vs. $34,866) and Paging up 67% (14.81 vs. 8.87) vs. YAGO
New Mexico Magazine
1.) Build a strong, magnetic brand2.) Unify and lead the industry3.) Ramp up the rigor4.) Block and Tackle
New Mexico Tourism Department Strategic Planks
How Will We Unify and Lead the Industry?
SPEAK with one voice
CREATE scale and synergy
INSPIRE product development
Key 2011/2012 Action Items –Unify and Lead
SPEAK with one voice Develop brand book-rolled out today! Regional Marketing changes
• Conducted a regional summit in September to begin sharing ideas and create a sense of state-wide marketing unity.
Build an industry website to keep us all on the same voice-launching this week!• We will give updates on deadlines, happenings, research etc...• Site will provide an outlet for the industry to give ideas and feedback to the
department
NOTE: Only as good as it gets used!
PLEASE REACH OUT TO MIKE STAUFFER WITH SUGGESTIONS
Key 2011/2012 Action Items- Unify and Lead
SPEAK with one voice ✓ CREATE scale and synergy
Co-op• Rolled out changes ✓• Evaluated presentations and reviewed proposals ✓• Awards granted wk of 11/4• Kick off next cycle date – Spring 2012
Changed approach to trade shows Ad Partnership
Key 2011/2012 Action Items –Unify and Lead
SPEAK with one voice ✓ CREATE scale and synergy ✓ INSPIRE product development
Indian Tourism• On going meetings with tribal officials to understand marketing and
promotional needs.• Implemented the first Tourism Department organized Native
American information booth at the New Mexico State Fair. Clean and Beautiful
• Awarded $596,000 in grant funding to 56 communities across the state.
• Conducted two administrative statewide workshops for grant administration covering expectations, reimbursement, and record keeping procedures.
Sports Authority• Re-evaluated approach based on limited budget• Creating a statewide adventure expo, “New Mexico Active” to be
held March 2012.• Ski and Tee promotion during New Mexico Bowl.
1.) Build a strong, magnetic brand2.) Unify and lead the industry3.) Ramp up the rigor4.) Block and Tackle
New Mexico Tourism Department Strategic Planks
How Will We Ramp Up the Rigor?
ENABLE informed decisions upfront
MONITOR and adjust course accordingly
VALIDATE our impact
Key 2011/2012 Actions Items - Ramp up the Rigor
Enable informed decisions upfront Custom consumer research (i.e. focus groups) ✓ Best-in-class tourism data source (Longwoods Int’l) ✓
Monitor and adjust course accordingly Pre and Post measurement to ensure continuous improvement
(ex: Vacation Guide) Issue Quarterly Reports- January
Key 2011/2012 Actions Items-
Ramp up the Rigor
Validate our impactMeaningful & Accurate
Performance Measures• ROI• Economic Impact• Jobs
1.) Build a strong, magnetic brand2.) Unify and lead the industry3.) Ramp up the rigor4.) Block and Tackle
New Mexico Tourism Department Strategic Planks
What Will We Do To Block & Tackle?
MAINTAIN drive market
AFFECT efficiency of international presence
MAXIMIZE short term promotions
Key 2011/2012 Actions Items - Block & Tackle
MAINTAIN drive market I-40 Program – Partnering with Lamar
Outdoor to utilize billboards along I-40, I-25, and I-10 to get people off the highways
Visitor Information Centers
AFFECT efficiency of international presence
Creative solutions to maintain presence (Japan, Europe)
MAXIMIZE short term promotions
Catch the Kid $4-5Mm direct, over $10MM in
media value Centennial
Promotion being developed-will launch January 6th