Marketing ESTO

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Information about Marketing ESTO

Published on March 20, 2008

Author: Miranda



Slide1:  Marketing Dollars And Sense Presented by Barbara Richardson, Vice President Marketing, Amtrak and Chair, Travel Industry Association How to Use TIA for your benefit:  How to Use TIA for your benefit US Postal Service Wonders of America stamps Special Advertising Sections Sweepstakes & Promotions See America Weeks: UK, Japan, Brazil See America Pavilions: U.S. and International International Pow Wow Marketing Outlook Forum Slide3:  NEW features regions, states and cities National Parks Byways Events Featured State Featured Package Featured Deals Major Events Slide4:  Links to city sites Add your special offers, vacation packages and deals to our Travel Deals section for free Gain maximum exposure for your local events 2006 Coop:  2006 Coop TIA developing coop model for Pay to play for increased visibility on the site. All funds earmarked for marketing to drive more visitors to the site. Featured state, event, package, etc. plus keyword purchases. See America Promotional Themes 2002 USPS 2003 See America’s Byways 2004 See America’s National Parks 2005 See America’s Treasures:  See America Promotional Themes 2002 USPS 2003 See America’s Byways 2004 See America’s National Parks 2005 See America’s Treasures Are you one of the 600+ Participants ?:  Are you one of the 600+ Participants ? 56 State & Territories 287 Private Sector 265 Local Tourism Offices If not, why not? Are you located on or near one of America’s Scenic Byways?:  Are you located on or near one of America’s Scenic Byways? Unique collection of travel itineraries along more than 25,000 miles of America's most interesting and inspiring roads, rivers and beaten paths Slide9:  Byways Itinerary & accompanying map If you have an itinerary in or around your city, please send it to us. Are there deals, packages or events along your Byway? Post for free at Are you located within 100 miles of a National Park site?:  Are you located within 100 miles of a National Park site? Consumer can search by state, activity, park name or zip code Can also search for travel deals and packages from this site. Slide11:  Boston National Parks Itineraries Amtrak Vacations +25%:  Amtrak Vacations +25% Choice Hotels Launches Ad Campaign July 15 ($4 million):  Choice Hotels Launches Ad Campaign July 15 ($4 million) See America’s Treasures Game & Sweepstakes Did you give us a question about your destination?:  See America’s Treasures Game & Sweepstakes Did you give us a question about your destination? National Parks Scenic Byways American Movies Recreation & Outdoors American Cities Amusement Parks Famous Americans Historical Sites Famous Places Just for Fun States Answer links directly to your website Slide17:  To submit a question, send to 2006 :  2006 USPS Wonders of America Scholastic Domestic Coop USA Today Sweepstakes Reader’s Digest International Programs See America Pavilions See America Weeks UK Coop CMG DOC/TIA Coop Slide19:  The U.S. travel industry and the U.S. Postal Service will engage in a significant promotional partnership Nearly 38,000 postal retail outlets serving more than 7 million customers each day Partnered with U.S. Postal Service for highly successful 2002 “Greetings from America” campaign. U.S. Postal Service :  U.S. Postal Service In 2006, the USPS will issue “Wonders of America” Stamps 40 stamps; superlatives like tallest tree, longest river, Each stamp’s design includes graphic representation of one of these 40 U.S. wonders, all of which are also part of the tourist experience. Partnership Components:  Partnership Components Sweepstakes run by TIA sole registration source for the sweepstakes Promotional Poster in all post offices 7 million people per day USPS online promo/link 21 million users per month Licensed travel products TIA Members are Encouraged to Participate by::  TIA Members are Encouraged to Participate by: Donating prizes for sweepstakes Using poster as client giveaway, employee giveaway and/or on-site display Elevator cards Check-in desks Airport and cruise lounges Scholastic - Summer Family Travel Program for 2006:  Scholastic - Summer Family Travel Program for 2006 See America lesson plan for one week. Reach 151,000 4th & 5th grade teachers. 4.5 million households with income $55,000. Includes 16 panel teaching guide and 4-page teacher guide. USA Map for classroom use City coop opportunity: $500 fee to be added to map Plus 4 other sponsors; exclusivity by category Slide26:  $5 million available for matching (50/50) grants Minimum $10,000; Maximum $100,000 Eligible recipients include: State Historic Preservation Officers Tribal Historic Preservation Officers Designated Preserve America Communities Certified Local Governments that are applying for Preserve America Community designation. Special Advertising Sections:  Special Advertising Sections Impact: Pull out & save sections Cost: Open rate vs. leveraged rate Part of 16-page travel-focused spread vs. random placed ¼ page Leveraged National CPM of $22.84 vs. Open Regional CPM of $61.50 Slide28:  Black Hills, SD in USA Today insert: AD + Editorial + Photos = full page for price of a ¼ page at discounted rate Sweepstakes, Promotions, Fam Trips, In-kind product donations:  Sweepstakes, Promotions, Fam Trips, In-kind product donations WABC Sean Hannity promo: Hannity Hawaiian giveaway: 250 on-air mentions. Graphics, copy, photos & hyperlink on WABC website $145,000 promotional value for 4 prizes: 2 roundtrip airfare NY/Honolulu plus 6 nights Hilton Hawaiian Village Minimum 4 times the value Bonus: list of people who entered Cross promotions with other partners Web links Other: 800# promo message, direct mail Sweepstakes, Promotions, Fam Trips, In-kind product donations:  Sweepstakes, Promotions, Fam Trips, In-kind product donations Bring journalists to your destination Work with partners to donate rooms, transportation, meals, attractions. Generate a minimum of one story per journalist – most get multiple placements. U.S. Consumer Trade Shows:  U.S. Consumer Trade Shows Partnership with 6 Adventures in Travel Expos. See America Pavilion in each show. International Opportunities:  International Opportunities Can’t afford a rep or a PR firm? High impact once per year; follow-up from home via e-mail Sales Blitz: Seminar, media marketplace & trade show maximize presence maximize # of contacts deliver message to pre-qualified audience TIA UK Program:  TIA UK Program Consumer Coop advertising UK Trade monthly newsletter Ongoing PR campaign featuring themes and destinations See America Week: Educational Seminar Media Marketplace See America Pavilion at World Travel Market DOC - $4 million in media per market UK – Jan & Feb Japan – Mar & Apr SeeAmerica = Call to action TIA creating Coop to leverage media Print Web Fam trips Other promotions Donate package to your destination Participate in Coop See America Pavilions Fall 2005 & 2006:  See America Pavilions Fall 2005 & 2006 Japan: JATA, September 22-25, 2005 Brazil: ABAV, October 26-30, 2005 UK: WTM, November 14-17, 2005 Reise Liv, Norway, January 12-15, 2006 FITUR, Spain, January, 25-29, 2006 BIT, Milan, February 18-21, 2006 Expo Vacaciones, Mexico, February 20-22, 2006 ITB, Berlin, March, 8-12, 2006 TUR, Sweden, March 23-26, 2006 International Pow Wow, Orlando, May 6 – 10, 2006 Slide36:  Largest International Travel Trade Show Invitation only event Buyers are selected by country and strict criteria $3 Billion in business May 6 – 10, 2005 International Pow Wow:  International Pow Wow 24/7/365 access to database Search by Country Search by name Search by company profile Booth location by region Partner with other destinations in your region to create itineraries and package ideas E-mail buyers ahead of time so they request you. Mutuals are scheduled first, then buyers request. Slide38:  Send your Chief Marketing Officer Best practices in marketing Outlook by segment from experts Trends & ideas to maximize your revenue New market opportunities – demographics, International, psychographics Marketing techniques that deliver Registration fee: Member - $695; Non-Member - $875 Marketing Outlook Forum (Oct 26-28, 2005 Seattle, WA) TravelCom (April 17-19, New York City):  TravelCom (April 17-19, New York City) Send your eCommerce/Web editor Building the best website Technology providers at trade show Online agencies Web designers To Do List:  To Do List Bookmark Review & link your packages, deals, game questions, events, submit photos, itineraries. Create package(s) for your destination with partners for promotional prize giveaway and/or journalist fam trips. Create package featuring one or more “Wonders of America”. Register for Marketing Outlook Forum To Do List:  To Do List Evaluate international opportunities: See America Weeks See America Pavilions International Pow Wow Get involved in TIA’s Committees Read eNewsline & other TIA emails for leads on journalists, sales opportunities, coop opportunities, etc. Work with destinations in your region & state for cross promotions Measure results

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