Slide1 : Travel Montana TAC Meeting February 4, 2003
Slide2 : Travel Montana, Department of Commerce 2003 Inquiry Reports
Slide3 : Travel Montana, Department of Commerce Warm Season Inquiry Report
January 1-December 31, 2001 & 2002 Campaign 2001 2002 % Change Warm Season:
Magazine 69,134 51,786 -25%
Television 26,805 34,443 28%
Misc. WS 4,943 8,552 73%
TOTAL 100,882 94,781 -6% MT/WY 19,831 21,486 8% GRAND TOTAL 170,237 160,063 -6% General Inquiries 49,524 43,796 -12% 2003
Slide4 : Travel Montana, Department of Commerce Winter Campaigns Inquiry Report
August 1-January 31, 2002 & 2003 Campaign 2002 2003 % Change Downhill Ski 15,302 14,232 -7% Snowmobile 1,454 714 -51% GRAND TOTAL 16,756 14,946 -11% 2003
Slide5 : Travel Montana, Department of Commerce Internet Analysis (User Sessions)
January 1-December 31, 2001 & 2002 Website 2001 2002 % Change Main Homepage 1,508,618 1,987,141 32% Winter Site* 200,123 272,848 36% MT/WY/SD (4 Parks) 36,343 19,875 -45% GRAND TOTAL 2,325,364 3,328,353 43% Lewis & Clark 151,835 237,460 56% Montana Kids! 423,421 739,428 75% 2003 *August 1- December 31, 2002 and 2003 Indian Nations 5,024 62,732 1149% Nwlewisclark.com n/a 8,869 n/a
Slide6 : Travel Montana, Department of Commerce Campaign Totals
2001 & 2002 Campaign 2001 2002 % Change GRAND TOTAL* 2,512,357 3,503,119 39% Warm Season 170,237 160,063 -6% Winter (thru Jan 02) 16,756 14,946 -11% Internet 2,325,364 3,328,353 43% *Does not include Invite-A-Friend Program Inquiries. 2003
Slide7 : Travel Montana, Department of Commerce 2003 Downhill Skiing
-Direct Mail-
Slide8 : Travel Montana, Department of Commerce 2003 Regional Mailing Database Campaign Schedule: December 17 mailing date Market: 8,166 Travel Montana winter
inquiry names Message: MSAA EZ Ski/Ride 1-2-3
Slide9 : Travel Montana, Department of Commerce 2003
Slide10 : Travel Montana, Department of Commerce 2003 Downhill Skiing
In-State
Newspaper
Slide11 : Travel Montana, Department of Commerce 2003 In-State Newspaper
Campaign FY03 Newspaper Advertising
EZ Ski/Ride 1-2-3
Six week campaign: Dec. 22 -Feb. 2
Markets: Seven major daily newspapers -
Billings, Bozeman, Helena, Butte,
Great Falls, Missoula, Kalispell
Slide12 : Travel Montana, Department of Commerce 2003 Creative 12 b&w ads
4: 24-column inches
Sunday Papers
8: 12-column inches
Weekday Papers
Slide13 : Travel Montana, Department of Commerce 2003 Snowmobile
-Internet-
Slide14 : Travel Montana, Department of Commerce 2003
Slide15 : Travel Montana, Department of Commerce 2003 Winter Banner
Advertising
Results
Slide16 : Travel Montana, Department of Commerce Summary of Winter Banner Ad Performance
By Type of Site Segment Total Click CTR CPC
Impressions Throughs % $ Search Engines 952,039 45,576 1.16 .85 Ski Sites 767,083 1,305 .17 10.85 Cross Country 55,598 200 .36 .71 TOTAL 2,833,781 19,028* .67 1.80 2003 Opt-in Email 70,000 2,020 2.89 5.94 Portals 989,061 4,416 .45 7.04 *does not include search engines that are click-based (34,489 clicks)
Slide17 : Travel Montana, Department of Commerce 2003 Warm Season
FY03
Slide18 : Travel Montana, Department of Commerce Target Market Segments
New Publications Traditional Friendly Exchange
Ladies Home Journal
Home & Away 2003 Outdoor Enthusiast Audubon Canadians Western Living
Slide19 : Travel Montana, Department of Commerce Full-page & 1/3-page 2003 Traditional
Slide20 : Travel Montana, Department of Commerce Full-page & 1/3-page 2003 Traditional
Outdoor Enthusiasts
Slide21 : Travel Montana, Department of Commerce full page & 1/3-page 2002 Traditional
Outdoor Enthusiasts
Photography
Slide22 : Travel Montana, Department of Commerce full page & 1/3-page 2002 Traditional
RV/Camping
Slide23 : Travel Montana, Department of Commerce Full-page & 1/3-page 2002 Active Mature
RV/Camping
Mass Media
Traditional
Slide24 : Travel Montana, Department of Commerce 2003 Custom Marketing
Group/
American Express
Co-op
Slide25 : Travel Montana, Department of Commerce 2003 Magazine: Circulation = 1,000,000 Travel Holiday (March)
Travel & Leisure (April) Direct Mail: Circulation = 25,000 Arizona Michigan
California Minnesota
Colorado New York
Florida Texas
Georgia Washington
Illinois Wisconsin
Slide27 : Travel Montana, Department of Commerce 2003 Montana
Lewis & Clark
Slide28 : Travel Montana, Department of Commerce Lewis & Clark in Montana Lewis & Clark National Geographic Traveler
American Heritage
Preservation
Smithsonian 2003 Full-page 4-color
Slide29 : Travel Montana, Department of Commerce 2003
Slide30 : Travel Montana, Department of Commerce Lewis & Clark
Co-op 2003
Slide31 : Travel Montana, Department of Commerce L&C’s Northwest Journey Partners
Idaho
Oregon
Washington 2003 Call-to-action:
nwlewisclark.com
(designed by Travel Montana) Contribution:
$30,000 by each state = $130,000
Idaho put in $40,000 this year.
Slide32 : Travel Montana, Department of Commerce Media Placement Magazines
American Heritage
Smithsonian
Sunset Internet
Google 2003
Slide33 : Travel Montana, Department of Commerce 2003
Slide34 : Travel Montana, Department of Commerce MT/WY/SD
Co-op 2003
Slide35 : Travel Montana, Department of Commerce 2003 Fourparks.com Campaign Montana: Glacier National Park,
Yellowstone National Park Wyoming: Yellowstone National Park,
Grand Teton National Park South Dakota: Mount Rushmore
National Memorial
Slide36 : Travel Montana, Department of Commerce 2003 Components of Campaign Print (Same creative as FY02 by Wyoming)
AAA Home & Away
AARP: The Magazine
Budget Travel
Reader’s Digest
Trailer Life
Sunset
VIA
Slide37 : Travel Montana, Department of Commerce 2003
Slide38 : Travel Montana, Department of Commerce 2003 Components of Campaign
Media Reception in NYC Internet - Fourparks.com
Google.com
Disney.com
Sweepstakes component
Slide39 : Travel Montana, Department of Commerce 2003
Slide40 : Travel Montana, Department of Commerce 2003
Slide41 : Travel Montana, Department of Commerce Internet
Advertising 2003
Slide42 : Travel Montana, Department of Commerce Internet Media Options FY03 Search Engines
Yahoo.com
Google.com
Overture.com
Kanoodle.com 2003 Portals:
AOL
Montana.com
Slide43 : Travel Montana, Department of Commerce Internet Media Options FY03 2003 Traditional Sites:
Discovery.com
NYTimes.com
Coleman.net
GoPlayOutdoors.com
Rv.net
Rvzone.com
Seniornet.org
Thirdage.com
Slide44 : Travel Montana, Department of Commerce Internet Media Options FY03 2003 Tyzo
· 1 personal introduction
email to 50,000 opt-in
subscribers. E-mail:
Slide45 : Travel Montana, Department of Commerce Per-Inquiry
Television 2003
Slide46 : Travel Montana, Department of Commerce 2003 National Television Campaign National Television (Per Inquiry) New “Rejuvenate Yourself” spot &
Lewis & Clark spot
75% Rejuvenate/25% L&C
mid-March through late-May
- 37,000 inquiries
Discovery Channel, Travel Channel, Arts & Entertainment, Animal Planet, History Channel, Learning Channel, Lifetime, TV Food Network, Fox News, TNT (new for ’03)
Slide47 : Travel Montana, Department of Commerce In-State
Television 2003
Slide48 : Travel Montana, Department of Commerce 2003 “In Your Backyard” Campaign Encourage Montanans to vacation
within the state.
Early-June through mid-July, 2002
4-week schedule in a 5-week flight:
Broadcast TV: five major markets
Cable TV: CNN & TBS
Slide49 : Travel Montana, Department of Commerce 2003 Other Advertising Components Email Database Campaign Quarterly newsletters
Mine database for emails targeted at
specific interests.
Slide50 : Travel Montana, Department of Commerce 2003
Slide51 : Travel Montana, Department of Commerce 2003 Other Advertising Components Invite-A-Friend Same Creative as FY01
Radio/TV/Newspaper PSAs
Corporate Mailings
Display Racks at CVBs
Online at visitmt.com
Slide52 : Travel Montana, Department of Commerce 2003 Montana Kids! Promotion Trip Giveaway Partnering with Disney Online
One trip for 4 Online Campaign Disney.com & Family.com
Exclusive placement and sponsorship
positions on both.
Slide53 : Travel Montana, Department of Commerce Presentation and media plan
details
will be available at:
travelmontana.state.mt.us 2003