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FY 11 TOURISM ADVERTISING GRANT PROGRAM

FY 11 TOURISM ADVERTISING GRANT PROGRAM. Georgia Department of Economic Development. July 6, 2010. Agenda. Welcome / Introductions Advertising Grant Overview / Guidelines 2010 Spring Campaign – Creative Strategy Publications & Online Strategy Discussion / Q & A. Kevin Langston

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FY 11 TOURISM ADVERTISING GRANT PROGRAM

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  1. FY 11 TOURISM ADVERTISING GRANT PROGRAM Georgia Department of Economic Development July 6, 2010

  2. Agenda • Welcome / Introductions • Advertising Grant Overview / Guidelines • 2010 Spring Campaign – Creative Strategy • Publications & Online Strategy • Discussion / Q & A Kevin Langston Deputy Commissioner

  3. Advertising Grant Overview / Guidelines

  4. Grant Overview – Recommended Option 2:1 Financial Match Opportunity • Using state’s creative - “Checklist” Region PROVIDES: • Matching funds, inset photo & checklist (Up to $25K, no minimum) Region RECEIVES: • Up to $100K in media buys, traffic reports, opportunities to participate in discount buys / special sections

  5. Grant Overview – Option 2 1:1 Financial Match Opportunity • Using region’s creative Region PROVIDES: • Region’s creative, matching funds (up to $25K, no minimum), must incorporate peach logo & website into creative Region RECEIVES: • Up to $75K in media buys

  6. Grant Overview – “Checklist” Ad • $25,000 base funding to Region for use with “Checklist” ad ------------------------ Region Uses State’s Creative (“Checklist”) + 2:1 Match • $25,000 regional contribution (up to $25K, no minimum) + • $50,000 2:1 state match (up to $50K) = $100,000 media buy (up to) • Region receives up to $100K media buy

  7. Grant Overview – Region’s Ad • $25,000 base funding to Region for use with “Checklist” ad --------------------- Region Supplies Own Creative + 1:1 Match • $25,000 regional contribution – (up to $25K, no minimum) • $25,000 state contribution (up to $25K) = $75,000 media buy (up to) • Region receives up to $75K media buy

  8. Grant Timeline • 7/2010 RFP for Co-Op program sent • 8/2/10 Checklist & inset photo due to GDEcD • 8/15/10 Mid August – Evaluations for Co-Op final • 8/23/10 Online creative & revised print comps available for review • 8/31/10 Advertising ”huddle” w/ vendors (@ GC) • 9/1/10 Buy commitments due from RTA (@ GC) • 12/2010 Funds due from RTAs • 3/2010 – 7/2010 Advertising campaign

  9. 2010 Spring Campaign – Creative Strategy

  10. Marketing & Advertising Goals • Drive incremental trips and tourist spending in GA • Stem the influence of surrounding states • Maintain current brand position but move to a slightly more “gutsier” tone • The Experience: Enable and empower users to learn, grow, and reach their potential • Diversity: Destinations, attractions, geography, unique

  11. Marketing & Advertising Goals • Quality AND Quantity of destinations & attractions • Engage potential Co-Op partners • Competitively position Georgia as superior to other SE states in terms of the breadth of activities and experiences available • Drive traffic to ExploreGeorgia.org

  12. Target Audience • Moms – 25-54 year-olds w/ children (but inclusive of younger and “boomer” women) • Of these moms 49.4% college grads / 51.3% work FT • Households: 3-4 members • Most children over 2 years • Landed Gentry/Country Comfort PRIZM Groups • Family! 80% value family as top priority; then faith; environment; and culture • Gen X • Gen Y

  13. What do we want them to do? • Think: There are a huge variety of destinations and activities here, which means I can easily plan a fun-filled vacation and please everyone in my family. • Feel: Georgia provides more value for my vacation dollar and lasting experiences my family will never forget. • Do: Visit ExploreGeorgia.org for more information and to plan my trip.

  14. Bottom Line Georgia offers a breadth of vacation experiences far superior to other states – there is no reason to go anywhere else.

  15. Creative – “Flip Flop” – Currently in Rotation

  16. Creative – “Camera Shy” – Currently in rotation

  17. Creative – “Group Tour Operators” – Currently in rotation

  18. Creative – “Advertorial”

  19. Media Placements (Partial List) Lifestyle • Southern Living • Good Housekeeping • Ladies Home Journal • Family Circle • MNI (Cooking Light, House Beautiful, Family Fun, Country Living) Travel • Budget Travel , Travel + Leisure, National Geographic Travel Local • Atlanta Magazine • Encore Inserts • Madden, Collinson

  20. Media Placements/Buys (Partial List) Broadcast • Braves Baseball - Full Season Radio (150 stations / 10 states) Program LED Boards • Golf Channel Network Online • AOL, Yahoo, Google, Tremor Media (Good Housekeeping, Parenthood.com, Nat. Geo., Woman’s Day, Travel Channel) Trip Advisor Social Media • Facebook, Twitter Trade Shows/Conferences • 2010 Travel South • 2010 ESTO • 2010 Travel Media Marketplace

  21. Numbers Growth – ExploreGeorgia.org

  22. Creative to be fulfilled from Regions for “Checklist” adsChecklist +Inset Photo +Landing Page URL

  23. “Checklist” Ad Guidelines • Full page, 4-color placements • Half page placements based on specific publication • Call to action = ExploreGeorgia.org Regional Landing Page • Three additional “Checklist” ads to be created: Mountains, Outdoor (Middle/South GA), Antebellum/Architecture • Additional guidelines to follow

  24. Publications & Online Options

  25. Discussion / Q &A

  26. Thank you!

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