FY07 Tourism Media Plan tab 3

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Information about FY07 Tourism Media Plan tab 3

Published on March 11, 2008

Author: Rina

Source: authorstream.com

GDEcD Tourism Media Campaign FY 2007:  GDEcD Tourism Media Campaign FY 2007 Presented 11/17/06 Objectives:  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 Relevant Statistics:  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 FY07 Marketing Segments:  FY07 Marketing Segments Awareness Golf Dream Pass Heritage Civil Rights, Civil War, Antebellum, Architecture Target Audience:  Target Audience Awareness Campaign: Primary Target: Women 25-54 with families HHI $60,000+ Interested in vacation travel Secondary Targets: African-Americans Other minorities Target Audience:  Target Audience Golf: Avid and Core Golfers Source: PGA of America Target Audience:  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 Geography:  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 Timing/Seasonality:  Timing/Seasonality Awareness Campaign: April through June 2007 Golf / Dream Pass Campaign: March through June 2007 Heritage & Cultural Tourism Campaign: February through July 2007 Media Mix:  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 Awareness Media:  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. Golf and Awareness Media:  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 Awareness Media:  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 Heritage Media:  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 Heritage Media:  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 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 Golf Media Awareness Media (In-State):  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 Awareness Media:  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) Golf / Dream Pass Media:  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 Golf / Dream Pass Media:  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+ Golf / Dream Pass Media:  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 Heritage Tourism Media:  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 Heritage Tourism Media:  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 Heritage Tourism Media:  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 Heritage Tourism Media:  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 Heritage Tourism Media:  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+ Heritage Tourism Media:  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 Heritage Tourism Media:  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 Southeast Tourism Society:  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 Southeast Tourism Society:  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 Atlanta Business Chronicle:  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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