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GDEcD Tourism Media Campaign FY 2007

GDEcD Tourism Media Campaign FY 2007. Presented 11/17/06. Objectives. Marketing Objectives Beat Pennsylvania! Increase international visitation by 2% Increase visitation to GA from previous year (TIA) by 2% Increase percent of visitors to Georgia that spend the night by 2%

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GDEcD Tourism Media Campaign FY 2007

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  1. GDEcD TourismMedia CampaignFY 2007 Presented 11/17/06

  2. Objectives • Marketing Objectives • Beat Pennsylvania! • Increase international visitation by 2% • Increase visitation to GA from previous year (TIA) by 2% • Increase percent of visitors to Georgia that spend the night by 2% • Increase expenditures in Georgia above the national average by 1% • Increase share of GA Residents’ Tourism expenditures by 5% • Increase GA’s market share within US and among footprint states by 5% • Advertising Objectives • Increase awareness of GA as a tourism destination • Increase Georgia.org website visits by 5% • Motivate consumers to order a Travel Guide • Motivate sign-ups for the Georgia Dream Pass

  3. Relevant Statistics • 42% of US residents take in-state trips • 37% of Georgians take in-state trips (49% are in our 6 footprint states) • 30% of US residents take 5+ weekend trips (1 trip is with kids) • 42% of US make last minute plans (Less than 2 weekends out) • Most trips are within 300 miles of home (4-5 hours) • 30% of US travelers take advantage of coupons • 35% of all trips are 1-2 nights

  4. FY07 Marketing Segments • Awareness • Golf • Dream Pass • Heritage • Civil Rights, Civil War, Antebellum, Architecture

  5. Target Audience Awareness Campaign: • Primary Target: • Women 25-54 with families • HHI $60,000+ • Interested in vacation travel • Secondary Targets: • African-Americans • Other minorities

  6. Target Audience Golf: Avid and Core Golfers Source: PGA of America

  7. Target Audience Heritage Tourism:Purposeful & Sightseeing Cultural Travelers • Age 35-54: Avg. age of 49 (20% are retired) • Baby Boomers: Account for 41% of all heritage/cultural trips • HHI of $75,000+: Account for 1/3 of annual heritage/cultural trips • College Educated: Account for 60% of heritage/cultural trips • Families: 1/3 of heritage/cultural trips are from HH with kids

  8. Geography • Southeast Source Markets(500 mile radius - a gas tank away) • Georgia(Encouraging Atlanta residents to explore other GA destinations) • Alabama • Florida • North Carolina • South Carolina • Tennessee

  9. Timing/Seasonality • Awareness Campaign: • April through June 2007 • Golf / Dream Pass Campaign: • March through June 2007 • Heritage & Cultural Tourism Campaign: • February through July 2007

  10. Media Mix • Awareness Campaign: • Network Cable • Georgia Media (TV, Radio, GPB, Newspaper, ABC) • Other (STS, CMG Publications) • Golf / Dream Pass Campaign: • National and Regional Golf Publications • The Golf Channel • Heritage Tourism Campaign: • Historical / Heritage Magazines • African American / Civil Rights Publications • The History Channel

  11. Awareness Media • Overview • 87.3 million households • Viewers pay more attention to network's commercials • Viewers say network has less commercial clutter • Viewers say network has higher quality commercials • Viewers believe network “entertains as it informs” • Viewers say programming is “innovative and creative” • Broadcast billboards throughout 6-week schedule • Programming includes: • Weekend Getaways, Taste of America, Made in America, On the Map, Destination USA, Travel Channel Secrets, Travel Channel Hot Spots, 5 Takes USA, Cityscapes, Globe Trekker.

  12. Golf and Awareness Media Overview • CNN: 89.0 million households • Headline News: 67.0 million households • In terms of cumulative Nielsen ratings, CNN rates as America's #1 cable news network • CNN reaches 4 out of 5 US households • News is the most popular television genre among C-Suite executives; 80% of C-Suite executives watch news on a regular basis over other forms of programming • Bonus spots on Airport Network Programming includes: American Morning, Larry King Live, Paula Zahn Now, The Situation Room, Anderson Cooper 360

  13. Awareness Media Overview • 89.6 million households • 72% of viewers say they trust advertisements on Food TV • Food TV viewers are 13% more likely to play golf than the average person in the US • Recommended campaign would establish a dominant position in primetime travel and Georgia related food programming • $40 a Day • Rachael Ray’s Tasty Travels • Paula’s Cooking Party “NEW” • Good Eats • Broadcast billboards in $40 a Day and Paula’s Cooking Party throughout 6-week schedule

  14. Heritage Media Overview • 88.7 million households • Programming related to historical events and people, often with re-enactors, interviews with witnesses and observations & explanations by noted historians • Highly educated audience • Programs highlight historical coverage of Civil Rights, Architecture and the Civil War Programming includes: Sherman’s March, The States, Voices of Civil Rights, American Eats Hit the Road, Modern Marvels

  15. Heritage Media Overview • 69.0 million households • #1 network for travel to GA and AL among W25-54 • Broadcast billboards and bonus spots throughout 6-week schedule • Strong African-American and women audience base Programming includes: Oprah, Oprah After Show, A Different World, The Tyra Banks Show, Ellen, Living Single, Grace Under Fire, Mad About You

  16. Golf Media Overview • 70.0 million households (25.0 million of these are international) • Median HHI: $123,742 • Spots will air in the following programs: • Live From Masters • PGA Tour - BellSouth Classic • Live From US Open • Golf Central Live • Flighting will be targeted around: • The Masters: April 2 through April 8 • BellSouth Classic: May 14 through May 20 • US Open: June 11 through June 17

  17. Awareness Media (In-State) GA Public Television Atlanta: GPTV TV-8 Albany: WABW TV-14 Augusta: WCES TV-20 Chatsworth: WCLP TV-18 Columbus: WJSP TV-28 Dawson: WACS TV-25 Macon: WDCO TV-29 Savannah: WVAN TV-9 Waycross: WXGA TV-8 GA Public Radio Albany: 91.7 FM, WUNV Athens: 91.7/97.9 FM WUGA Augusta: 90.7 FM WACG Brunswick: 88.9 FM, WWIO Carrollton: 90.7 FM, WUWG Columbus: 88.1 FM, WJSP Demorest:88.3 FM, WPPR Dahlonega: 89.5 FM, WNGU Fort Gaines: 90.9 FM, WJWV Macon: 89.7 FM, WDCO Savannah: 91.1 FM, WSVH St. Marys: 1190 AM, WWIO Tifton: 91.1 FM, WABR Valdosta: 91.7 FM, WWET Waycross: 90.1 FM, WXVS • Atlanta affiliate for (NPR) • Affluent and educated audience • Consistent, loyal listenership

  18. Awareness Media “Georgia’s Hidden Treasures” • Overview • WSB-TV Channel 2 aired two programs featuring natural wonders • throughout Georgia • Featured destinations included: • Okefenokee Swamp • Cloudland Canyon • "Big Oak" in Thomasville • Gray's Reef off the Georgia Coast • The Little Grand Canyon • Lumber City • Altamaha River • WSB-TV ranks #1 in the country in local news coverage (AC Nielsen). • The program aired on Monday 7/24 8-9pm and on Sunday 8/20 from 5-6pm • 7/24 airing had a 9.0 rating (188,750 households) • 8/20 airing had a 6.5 rating (136,319 households)

  19. Golf / Dream Pass Media • Overview • #1 Golf publication by circulation in the US (10% higher than Golf Magazine) • Average HHI: $141k+ • Readers play an average of 70 rounds per year • Readers took an average of 4 golf trips in the past year • 49% of readers have played golf at a resort in the past year • 49% of subscribers have been to the Southeast in the past 24 months • On their most recent golf vacation, subscriber travelers to the SE spent • an average of 2.4 days playing an average of 4.4 rounds of golf

  20. Golf / Dream Pass Media • Overview • Weekly publication for the avid golfer, covering tournaments and players • Readers spent an average of $2,310 on their last vacation • Readers took an average of 3.1 golf trips in the US in the past 24 months • Readers took an average of 1.4 international golf trips in the past 24 months • 71% of readers are top management/professional • 22% of readers are C-suite executives • 80% of readers have a HHI of $100k+

  21. Golf / Dream Pass Media • Overview • Official publication of the Georgia State Golf Association (GSGA) • Distributed to 85,000+ GSGA members • 73% of readers are top level executives or small business owners • 79% of readers go on more than 1 golf vacation each year • Readers play an average of 86 rounds of golf per year • Readers spend an average of 28 vacation days per year • Average household income of readers is $261,000 • Average spent on principal golf vacation is $4,145

  22. Heritage Tourism Media • Overview • Editorial presents accurate, lively narratives which provide insights into the • significant people, events and places of the American past • Articles frequently focus on Civil War and Civil Rights • Published 6x per year • Circulation: 80,100 • Magazine features include: • American Places • American Biography • American Almanac

  23. Heritage Tourism Media • Overview • Editorial focuses on every aspect of the national past to provide perspective on • both the present and the future. The subject matter can range from John Adams • to John Glenn to John Travolta, from the generation that founded the nation to • the generation that is so powerfully shaping it today • Circulation: 344,490 • 77% of readers took a domestic trip in the past year • 46% of readers took 3+ domestic trips in the past year • 18% of readers spent $2,000+ on a vacation last year • 42% of readers visited the South last year • 75% of readers have a college degree or post-graduate degree

  24. Heritage Tourism Media • Overview • Editorial features travel, history, biography, science and nature • More than 36% of readers are in the Southeast • Smithsonian readers are: • Affluent (79% HHI $110k+) • Educated (72% college graduate+) • Professional (71% Managerial or C-Suite) • 120% more likely to have visited 5+ states in the past year • 105% more likely to belong to 2+ frequent flyer programs • 84% more likely to attend live theater • 65% more likely to take continuing education classes • 96% more likely to spend $3,000+ on a vacation

  25. Heritage Tourism Media • Overview • Magazine of the National Trust for Historic Preservation • Features on preserving America's historic places • Editorial focus on events of importance to cities, towns and communities • Special interests include historic properties, historic travel and education • Average household income of readers is $113,000 • 73.6% of readers are college graduates (38.4% have post graduate degrees) • 94.7% of readers travel to historic destinations frequently • 89.2% of readers take an average of 5.6 overnight trips a year US • 27.8% of readers spend $3,000+ a year on domestic travel(US avg. is 2.9%) • 82.9% read Preservation for planning trips to historic places

  26. Heritage Tourism Media • Overview • Resource for active, curious travelers. • Features focus on domestic and foreign destinations, personal travel, places • to stay, photography, ecotourism, road trips, cultural events and travelers • 89.7% of readers are age 35+ (94% of visitors to Georgia are 35+) • 70% of readers are college graduates or post-graduates • 81% of readers have a HHI of $100k+

  27. Heritage Tourism Media Overview • Editorial covers African-American history and culture • Circulation: 513,500 • 82% of readers are college educated • 71% of readers said the Southeast was their most visited region for vacations • 74% of readers plan to vacation in the US in the next 24 months • 57% of readers consider “cultural heritage experiences” as an important feature for a vacation destination • 51% of readers consider “visiting historical places” as an important feature for a vacation destination • Distributed to African-American collegiate alumni associations • Distributed to 1,300 African-American churches • Distributed to NAACP, National Urban League, National Coalition of Black Women

  28. Heritage Tourism Media • Overview • Circulation: 30,000 throughout greater Atlanta • Targets the progressive, politically concerned, culturally aware, family- • oriented African-American executives, professionals and entrepreneurs • throughout the community • The magazine’s readers are owners of some of the nation’s top African- • American owned businesses, executives at Atlanta's private and public • firms and Georgia’s leading government and political figures

  29. Southeast Tourism Society STS “Mega-Campaign" Newspaper Insert • Half-page advertorial or display ad • Publishes April 1, 2007 • 1.2 million circulation Sunday insert to 30+ newspapers Georgia Spring Vacation Guide Newspaper Insert • Tabloid cover plus half page • Publishes May 6, 2007 • 800,000 circulation • Bonus distribution at Georgia VICs (25,000) • Distributed in 23 major daily newspapers including those within the six footprint states • Campaign includes: • Cover art and title sponsor • Half-page advertorial • Vertical strip information on each page • Micro-site on vacationfun.com • e-Newsletter and E-Zine

  30. Southeast Tourism Society STS: O, The Oprah Magazine Insert • Full-page, 4-color advertorial or display ad • Publishes April issue 2007 • Distributed to 600,000 magazine subscribers in 18 east coast states • “April Together with Family & Friends” Multi-page full-color travel insert • E-zine to subscribers and electronic reader service leads Southern Living: “Soul of the South” - (Special Section) • Full-page, 4-color ad placement within this special section • Publishes in April issue 2007 • Presented by the Southern Governor's Association (SGA) • Unique special section devoted to promoting the South’s musical heritage

  31. Atlanta Business Chronicle • The publication will permit GDEcD to purchase this section and co-op it to six Foundation partners per issue • The package proposal includes: • A 2-page, 4-color spread that would consist of one ad page and a full-page of editorial • Ad page can accommodate 6 ads (4 5/8” x 3 7/8”) • Cost per issue: $6,420 • GDEcD would provide 70 words of copy, photo and logo along with extra photos for articles. The articles are written by a Chronicle freelance writer with direction from GDEcD. • Requires 6-week lead time to publish “Great Escapes”

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