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Tourism Marketing Performance Fund Advertising Efforts

Tourism Marketing Performance Fund Advertising Efforts. Stay & Ski in 2003 Celebration Goal: Increase travel to Utah by enticing visitors with a complimentary ski pass when they purchase four or more nights lodging during Winter 2002/2003 Timing: October 2002 through April 1, 2003

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Tourism Marketing Performance Fund Advertising Efforts

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  1. Tourism Marketing Performance Fund Advertising Efforts Stay & Ski in 2003 Celebration Goal: Increase travel to Utah by enticing visitors with a complimentary ski pass when they purchase four or more nights lodging during Winter 2002/2003 Timing: October 2002 through April 1, 2003 Key Markets: Los Angeles San Francisco New York Dallas Chicago Boston Atlanta Florida Budget: $437,500

  2. Tourism Marketing Performance Fund Advertising Efforts Media Tactics Ski Vertical Magazines • Budget: $25,000 Internet • Budget: $50,000 Targeted Direct Mail • Budget: $362,500

  3. Tourism Marketing Performance Fund Advertising Efforts Ski Vertical Magazines Ski • November 2002 • Ski Utah Section Skiing • October 2002 • Ski Utah Section Skier News • 4 Issues

  4. Tourism Marketing Performance Fund Advertising Efforts Internet AMI Group Sites: OnTheSnow.com MountainReports.com Provide the ski content for various other sites including: • Yahoo, CNN, USA Today, Dow Jones, Knight Ridder, Clear Channel Communications, AT&T Bell South, Cox Interactive Media, CBS.com, ABC and NBC Timing: October 2002 – April 2003

  5. Tourism Marketing Performance Fund Advertising Efforts Internet AMI Group Elements Element 1 – Microsite integrated in to OnTheSnow.com Element 2 – E-Mail Newsletter Element 3 – Integrated Button Callouts

  6. Tourism Marketing Performance Fund Advertising Efforts Internet AMI Group Elements Continued Element 4 – Integrated Banner Callouts Element 5 – Targeted Text Links Total AMI Impressions: 7,015,000

  7. Tourism Marketing Performance Fund Advertising Efforts Direct Mail Estimated Audience: 900,000 Distribution Timing: To Drop First Week of November 2002

  8. Utah Travel Council Branding Campaign Media Tactics • National Magazine • Spot Market Metro Traffic Radio • Spot Market TV Timing • September – December 2002

  9. Utah Travel Council Branding Campaign

  10. Utah Travel Council Branding Campaign

  11. Utah Travel Council Branding Campaign

  12. Utah Travel Council Branding Campaign Magazine Placement Conde Nast Traveler • 4-page section with New Balance • September 2002 Arthur Frommer’s Budget Travel • 2-Page Spread Inside Front Cover • October 2002 American Heritage • Full Page • October 2002 • Full Page of Editorial Outside • Full Page • October 2002

  13. Utah Travel Council Branding Campaign Magazine Placement Continued Travel Holiday • 2-Page Spread Back Inside Cover • October 2002 MNI Network • Newsweek, Sports Illustrated, Time, U.S. News and World Report • Full Page • Dallas, Los Angeles, San Francisco, San Diego, Las Vegas Markets • October 7, 2002 Gourmet • 4-Page Spread • November 2002 New Yorker Magazine • 4-page spread with MasterCard • November 11, 2002

  14. Utah Travel Council Branding Campaign Spot Market Metro Traffic Markets: Dallas Los Angeles Timing: 3 weeks October – November 2002 Reach & Frequency: 200 spots per week 63.2% Reach 3.2X Frequency

  15. Utah Travel Council Branding Campaign Spot Market Television Markets: Dallas Los Angeles Timing: 3 weeks November – December 2002 Reach & Frequency: 300 TRPs per week 65% Reach 9.2X Frequency Creative Executions: Welcome Revised :30 Seasons :30

  16. Utah Travel Council Current Projects Videos • Trade Mission Video • Tourism Message/Governor’s Message • Olympic Memories • Technology • Educated Workforce • Cultural/Heritage • Agriculture • Olympic Series Video • Leveraging of the Games • Legislative Funds • 7 TV spots • Print Campaigns

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