Missouri Division of Tourism

1. Missouri Division of Tourism September 22, 2011 Missouri governor’s conference on Economic development

2. VISION To lead missouri in becoming one of America’s most memorable tourist destinations

3. MISSION To market tourism and increase revenue each year for the state of missouri

4. STRATEGIC GOALS Position the state to compete more effectively for travel and tourism market share during the next decade. Expand the division’s outreach to and leadership of the Missouri Tourism Industry Enhance the effectiveness of the missouri division of tourism

5. Tourism Impact

6. The Numbers • Tourism is one of Missouri’s top industries • During FY 10, Missouri had 281,253 employees in tourism • Tourism expenditures topped $7.42 billion dollars statewide in the 17 tourism-related SIC Codes • These SIC codes include: • Eating places • Golf Courses • Campgrounds • Hotel/motel • Boat rental • Tourist attractions

7. Media/Advertising Markets

8. Target Markets

9. MDT’s Marketing Budget FY10

10. Media by target audience Primary Target Largest, core audience. Primary media TV to deliver maximum impact and reach, followed by Internet and Print. Secondary Targets Publications and websites where target turns to most for travel ideas Markets in MO and eight surrounding states in DMAs that over-index for African Americans will receive targeted media support Highly targeted publications that cover Civil War content and online Targeted publications

11. MDT’s Reach • Midwest/Regional marketing placement in: • Midwest Living, Midwest Traveler, AAA Living (regional pubs) • In-State Marketing includes placement in: • Missouri Life, Rural Missouri, Show-Me Missouri • National marketing includes magazine placement in: • Oprah, Better Homes and Gardens, Family Circle, Arthur Frommer’s Budget Travel • Online Marketing: • Trip Advisor, Cardinals and Royals sites, multi-client services

12. Targeted Chicago Media Effort 5/30/11 - 6/26/11 (4 weeks) Broadcast and Cable TV 360 W25-54 GRPs (90 GRPs/wk) Online Banner ads on chicagotribune.com and suntimes.com– targeted to key zip codes 2,208,900 impressions

13. Share, Promote, Educate, Engage • MDT has online presence through several outlets • VisitMO.com is MDT’s only official website • Updates to Facebook Status • Twitter accounts • VisitMOBistro.com; more than 16,000 views since July ’09 • News releases reach 1,300 recipients each week • E-blasts, two a month, sent to 20,000-65,000 people per blast • Targeted e-blasts hit specific audiences: for example, people who have indicated interest in topics such as Civil War, boating, golfing, nightlife, family fun, state parks, etc. • Flickr account has robust and catalogued photo images

14. Lead Generation…building the database • Target campaign by: • Gender • Age • Location The user must register in order to gain access to website.

15. 411 McDonald’s across the state serving over 65 million customers between May and August.

16. Opportunity

17. 1. Exposure to 19 million McDonald’s customers in 30 days. • 2. Drive incremental tourism occasions with a specific message

18. New Promotion: Road Trip Rewards

19. Easy as 1-2-3 • Eat at one of 411 McDonald’s restaurants in Missouri and keep your receipt with the RTR logo • Find a list of participating businesses on our new website www.RoadTripRewards.com • Show them your McDonald’s receipt, which acts as the coupon, to take advantage of great offers

20. 4.9 Million Receipt Coupons $123,500 McDonald’s cost

21. 7.8 Million Bags $186,486 McDonald’s cost

22. $3.6 Million 32 oz Cups $271,606 McDonald’s cost

23. Other Production/Promotional Items Total McDonald’s Cost = $597,459

24. MO Division of Tourism Costs Total MDT Cost = $266,117

25. VisitMO.com

26. MDT CampaignResults • 21% increase in site traffic to VisitMO.com • Number of site pages viewed increased by over 30,000 • 9 % increase in number of new site users • Over 14,200 visitors left VisitMO.com’s Road Trip Rewards information to visit participating businesses web sites

27. MDT CampaignResults MOBILE TRAFFIC 228%

28. Travel Information Inquiries Source Types:Web Requests: From the Missouri Tourism Website- VisitMO.com RSL: Reader Service Leads (Cards from Magazines) Phone: Inquired by phone to the MDT Call Center

29. Website Visits

30. How Did McDonald’s Benefit? Mdt provided mcd with turn-key promotion MO Division of Tourism is a large brand with regional exposure that creates statewide & local goodwill/pride for the McD stores and employees Value of the receipts provided extra traction to get consumers into mcd stores Mdt provided mcd with a tool (beyond the food) that put mcd in the car with family road-trippers

34. Major League Baseball2012 All-Star Game Kauffman Stadium Kansas City, Missouri

35. More Than Just A Game…. • Largest Local Sporting Event Held In KC History • Anticipate over 33 million television viewerswatching all or part of the broadcast • MLB’s International transmission will reach more than 230 countries and territoriesaround the world • The independent “world feed” will be available in over 17 different languages • Over 250,000 fanswill be attracted to the All-Star Week Festivities to experience baseball like never before

36. BRANDING Development of a long-term theme for missouri Rivers branding done in 1997 Continuity, beyond advertising

37. 2011 Governor’s Conference on Tourism Escape to Missouri Governor’s Conference on Tourism Jefferson City Oct. 11-13

38. Questions and Answers