2005 TT Presentation 1

Slide1: 

Travel and Tourism Division

Slide2: 

Becky Blake, Director Richard Smalley, Marketing Manager

2005 Key Priorities: 

2005 Key Priorities Brand Image Research Communication Product Development Internet Presence

Marketing & Advertising: 

Marketing & Advertising

Marketing and Advertising: 

Marketing and Advertising Display ads Television Radio Internet Getaway Guide

Print Ads: 

Print Ads

Print Ads: 

Print Ads

Print Ads: 

Print Ads

Advertising: 

Advertising 17 national and regional publications Reached over 13 million in circulation Over 45,500 leads in 6 months

2005 Publications: 

2005 Publications AAA Midwest Traveler AAA Tour Book* AARP American Cowboy* American Heritage American History* Better Homes & Gardens* Country Living Good Housekeeping Friendly Exchange Ladies Home Journal Midwest Living Reader's Digest Travel America* TIAK Co-op Advertising

Under consideration for 2006: 

Under consideration for 2006 Budget Travel Endless Vacation Friendly Exchange Go! Travel (Meredith publication) Pre-Print co-op insert

Placement Criteria: 

Placement Criteria Consumer Target: Age 45+ Household Income $40+ Some college Geographic: KS, OK ,MO, IL, CO, NE, IA, ND,SD, MN, WI

KCTV Kansas Day Trips Travel Vignettes 2005 : 

KCTV Kansas Day Trips Travel Vignettes 2005 Topeka Manhattan/Wamego Fort Scott Wineries and orchards Flint Hills and historic Council Grove the Tallgrass Prairie and Cottonwood Falls Lawrence and the Circle S Guest Ranch Great Bend for world-class bird watching Salina and the Swedish town of Lindsborg Wichita and the Kansas Cosmosphere

2006 Vignettes: 

2006 Vignettes Fishing at Milford Lake Paxico antiques stores, unique shopping across Kansas The Eisenhower Center in Abilene Manhattan and dining across Kansas Sun Rock Ranch, Junction City, guest ranches across the state The new Carrousel Museum and Leavenworth Kansas Salt Museum in Hutchinson Symphony on the Prairie A maze and/or u-pick farm Fall hunting Maple Leaf Festival, Baldwin City

Web Ads: 

Web Ads

Web ads: 

Web ads June Mega Gigantic KansasCity.com Kansas.com 424,358 impressions, 388 clicks July Getaway Guide Google, Overture (Yahoo), others 4M impressions, 23,000 clicks

Partnerships: 

Partnerships

Slide18: 

“This week in Kansas” 1 minute radio PSA New each week, 3-4 events around the state 2 per day Wednesday and Thursday $1,000 value

Getaway Guide: 

Getaway Guide How important is it?

2005 Conversion Study: 

2005 Conversion Study 63% read the magazine the day they received it 46% visited Kansas after receiving it 33% made 2 or more trips to Kansas 70% took it with them when they traveled 40% were influenced to visit more places than planned 80% would recommend the featured attractions

2006 Kansas Visitors Guide: 

2006 Kansas Visitors Guide

Editorial Features: 

Editorial Features

What it costs: 

What it costs Produce, ship, and sales commission Ads support only 45% of costs About 10% of overall KSTT budget to produce the Guide after ad revenues

www.TravelKS.com: 

www.TravelKS.com 100,000+ visitors during the first 6 months Around 5,200 listings in web site database

New Web Site - March 2006: 

New Web Site - March 2006 Launch in Key Features Trip planner Search Enhanced listing Automated reminder CRM database Images Consumer newsletter

Travel Information Centers: 

Travel Information Centers

Travel Information Centers: 

Travel Information Centers The three state Travel Information Centers (TICs) greeted over 324,000 people in FY05. Belle Plaine – 152,993 Goodland – 140,152 Kansas City – 31,096 (Closed 6/30/05)

Travel Information CentersStudy: 

Travel Information Centers Study Impact on travelers’ impressions of Kansas Impact on lengthening traveler stays Ability to generate revenue to offset operating costs

Travel Information CentersStudy: 

Travel Information Centers Study Stakeholder surveys Traveler intercept surveys National trends/data Historic performance

Travel Information CentersRecorded Visitation: 

Travel Information Centers Recorded Visitation

Travel Information CenterImportant Considerations: 

Travel Information Center Important Considerations Internet 80% of Travelers have itinerary planned before departing (National Geographic Research) Image Development & Enhancement Depletion of one-time funds Scarce resources will demand more partnerships

Travel Information Centers: 

Travel Information Centers Do have impact economically and enhancing impressions of state Costs can be offset with recommended revenue generators

Travel Information CentersCurrent Marketing Opportunities: 

Travel Information Centers Current Marketing Opportunities Backlit Display Program (Both TICs) Brochure Rack Program (Both TICs)

Travel Information CentersFuture Marketing Opportunities: 

Travel Information Centers Future Marketing Opportunities Refreshment Host Program (Goodland) Educational/Product Display Program (Goodland) Clothing Apparel Program (Both TICs) Community Showcase (Both TICs) Training/FAM Opportunities (Both TICs)

Tourism Marketing Grant Program: 

Tourism Marketing Grant Program

Tourism Marketing Grant Program: 

Tourism Marketing Grant Program FY05 -18 grants awarded -Totaling more than $29,000 in grant money -Projects totaling more than $200,000 -Impacting 24 counties -Projects included brochures, radio, television, newspaper, and direct mail pieces

Tourism Marketing Grants: 

Tourism Marketing Grants FY06 Grants Two Changes -From $500-3500 awarded per grant project -Festivals, attractions, etc. must have a letter of support from local DMO

Kansas State Fair: 

Kansas State Fair

Kansas State Fair: 

Kansas State Fair 20 Featured Communities

Kansas State Fair: 

Kansas State Fair 4,000+ Getaway Guides distributed Record crowd at Kansas Quarter Launch

Agritourism: 

Agritourism - 176 registered agritourism businesses - Scholarships available to attended conferences and gain further education in agritourism - Online newsletter dedicated to agritourism - www.kansasagritourism.org

Agritourism Conference: 

Agritourism Conference November 2004 in Great Bend -Over 400 attendees from across the state included farmers, ranchers, DMOs, and economic leaders

Agritourism Workshops: 

Agritourism Workshops -Follow up to the conference in the fall -265 people 6 workshops across the state -Focused on marketing, attracting publicity, developing web sites, creating a newsletter, and promoting relationship within communities and with other businesses.

International Marketing: 

International Marketing -Manages a cooperative program to increase traveler market share into Kansas from the German speaking Europe – Germany, Austria, Switzerland and British markets. -Leveraged investment by 39% (2005) Oklahoma, New Mexico, Colorado -All leveraged dollars were from out-of-state sources -Increased budget for FY06 by leveraging funds through further cooperative partnerships 52% (2006)

Targeted International Campaign: 

Targeted International Campaign German speaking Europe - $3 million projected expenditures - 32:1 return on investment

International Marketing: 

International Marketing Partnership Opportunities Austrian Travel Guide – Cowboy theme Press release and collateral translation Trade show

Public and Media Relations: 

Public and Media Relations 400 requests for specific story info and assistance. 31 travel writer itineraries. $4.7M ad equivalent value.

Public & Media Relations: 

Public & Media Relations New York Event May, 2005 in conjunction with Pow Wow Nearly 50 travel writers attended. Co-op with Wichita, KCK and Manhattan. Planned for Chicago in 2006.

Public & Media Relations: 

Public & Media Relations Travel Media Showcase September 2006, Niagara Falls Community participation KCK, Lawrence, Wichita 60 appointments Travel Writer FAM & Conference Marketplace

Brand Image Toolkit: 

Brand Image Toolkit

Mega Gigantic Getaway Giveaway: 

Mega Gigantic Getaway Giveaway To date more than 1,500 entries have been received. Entries received from 46 states.

Mega Gigantic Winners: 

Mega Gigantic Winners

Prizes: 

Prizes A dozen winners in: Atchison, Gardner, Great Bend, Lawrence, Manhattan, Mound Valley, and Newton, Kansas Barling, AR; Apache Junction, AZ; San Luis Obispo, CA Many prizes still to award. Thank you to all of the communities that helped make this a success!

Mega Gigantic Marketing: 

Mega Gigantic Marketing Used direct marketing to reach subscribers to ·       Midwest Living (Kansas and Kansas City metro) ·       KANSAS! magazine ·       AAA Journeys ·   Kansas Wildlife & Parks magazine Ads in Midwest Living and KANSAS! magazine Brochures in KTA rest areas.

More Photos: 

More Photos

Mega Facts: 

Mega Facts Top Ten States Entering the Contest (behind Kansas) 1. Missouri (85) 2. Texas (60) 3. Colorado (53) 4. California (41) 5. Florida (33) 6. Illinois (24) 6. Nebraska (24) 7. Oklahoma (20) 8. Arizona (19) 9. Virginia (18)

Mega Gigantic Entries: 

Mega Gigantic Entries Most Frequently entered Attractions Coffey County Museum (55) Rolling Hills Zoo (47) Big Brutus (41) Kansas Cosmosphere (38) Scotty’s Classic Cars (30) Ball of Twine (29) Buffalo Bill Monument (27) Rock City (24) Garden of Eden (22) Sternberg Museum (21)

Slide63: 

(785) 296-3481 www.kansascommerce.com