2016 BY THE NUMBERS 2016 was another outstanding year for tourism in Louisiana. Lt. Governor Nungesser hit the ground running in his first year and led us to the most successful tourism year in the history of Louisiana. We have covered the numbers in multiple previous meetings so Barry Landry, our Communications Director, worked on a different take to showcase the success of the industry, let’s take a look… VIDEO LINK: 2016 Louisiana Tourism by the Numbers 2
FALL 2016 CAMPAIGN 55 Days $500,000 Budget • 100% Digital • 54.7 Million Impressions • Cost Per Click = $1.76 • Cost Per Impression = > 1¢ 4
FALL 2016 CAMPAIGN Immediately following last year’s Summit, the Office embarked on a fall campaign that began right after Labor Day and lasted for 55 days. The campaign had a budget of $500,000 and focused on the markets of Texas, Mississippi, Tennessee, South Carolina, Georgia, Florida, Colorado and Illinois. It was 100% digital and LOT was able to attract 54.7 million impressions with a cost per click of only $1.76. The cost per impression was less than one penny each. During the fall campaign, we also launched a new partnership through Matador to expand the videos available that showcase the state. Here is one of those videos showcasing Ruston and Lincoln Parish. VIDEO LINK: Louisiana Office of Tourism 2016-2017 Campaign – Lincoln-Ruston 5
SPRING 2017 CAMPAIGN 62 Days • Cable 36% • Digital 64% $1.6 Million Media Buy Cost Per Click = $1.51 • 127.9 Million Impressions • Cost Per Impression = ~1¢ • 225,000 Events • 6
SPRING 2017 CAMPAIGN 7
SPRING 2017 CAMPAIGN For spring, the Office expanded the campaign to 62 days, added cable as well as digital, and planned a $1.6 million media buy. The mix of the buy was 36% cable and 64% digital and LOT had 7 CVB partners that bought into the media opportunities. The results of the campaign were phenomenal with a $1.51 cost per click and 127.9 million impressions. Again, roughly one penny per impression for the campaign. In addition, campaign users participated in more than 225,000 events on the website. In partnership with Trumpet, the Office has continued to better define the profile of a Louisiana traveler and each campaign continues to get better engagement and better results from this process. During the spring campaign, the digital assets were deployed on an east of the Rockies approach using the visitor profile more than a specific DMA. For spring, LOT continued its partnership with Matador, here is a great video that they produced from the Atchafalaya. VIDEO LINK: Louisiana Office of Tourism 2016-2017 Campaign - Atchafalaya 8
International Marketing
INTERNATIONAL MARKETING 10
INTERNATIONAL MARKETING $21,000 Investment 4+ Million Impressions $500,000+ Booked
INTERNATIONAL MARKETING Chinese Arrivals to U.S. (in thousands) 3500 +1000.7 % +14.7% 3000 +18.4% 2500 +21.1% +22.6% 2000 +35.3% 1500 +35.8% +52.7% 1000 +6.5% +24.2% +24% +18.5% 500 +33% +29.3% 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 12
INTERNATIONAL MARKETING Rank Country 2016 Spending 1 China $33.0 Billion 2 Canada $20.9 Billion 3 Mexico $20.2 Billion 4 Japan $16.1 Billion 5 United Kingdom $16.0 Billion 6 India $13.6 Billion 7 Brazil $11.0 Billion 8 Australia $8.7 Billion 9 South Korea $8.6 Billion 10 Germany $8.0 Billion 13
INTERNATIONAL MARKETING VISITATION TO THE U.S. BY WORLD REGION Share of Overseas Arrivals U.S. arrivals (thousands) 2008 2016 2020 2008 2016 2020 Europe 50.4% 39.2% 36.4% 12,783 14,724 15,319 Asia 24.4% 30.2% 33.8% 6,179 11,347 14,247 Latin America & Caribbean 17.9% 21.3% 21.6% 4,531 8,023 9,108 Oceania 3.4% 4.4% 4.1% 852 1,656 1,730 14
CHINA MISSIONS Beijing and Shanghai, China Sales Mission September 10-16, 2016 15
CHINA FAM TOURS Travel South USA China Fam March 2017 Canon China Fam July 2017 16
Partnerships
TEAM LOUISIANA 18
TEAM LOUISIANA A couple of years ago, a group of sales directors approached the Office of Tourism about how the office could support their efforts to bring sports events to Louisiana. Together, the Office of Tourism, LTPA, LACVB and these destinations helped form a new partnership, Team Louisiana. Through this organization, Louisiana is represented at multiple sports rights holder showcases that feature destinations capable of hosting events from as simple as baseball, softball, and soccer to the more exotic sports such as beach volleyball, powerboat racing, and horse shoes. A website for Team Louisiana has been created on the Louisiana Travel platform and just recently, a new video was produced to showcase our many beautiful fields, courts, rivers, lakes and other places for competition while reminding those that bring their sports to Louisiana that they will also get to enjoy our delicious cuisine, hear our authentic music and experience our southern hospitality!! VIDEO LINK: Team Louisiana Promotional Video 19
PARTNERSHIPS 20
PARTNERSHIPS • 100,000+ Clicks • 2+ Million Impressions • Click Through Rate > 4% 21
Virtual Reality
VIRTUAL REALITY “VR can be especially valuable for destinations that may not have a top-tier attraction with a lot of name recognition but has great natural, cultural attractions that can give travelers confidence that this is the place to go.” Douglas Quinby Vice President of Research 23
VIRTUAL REALITY CO-OP The Louisiana Office of Tourism will offer CVBs the opportunity to partner on a comprehensive Virtual Reality package. 24
VIRTUAL REALITY CO-OP PRODUCTION One Final :90 VR Video Camera/Sound Rental Stock Music • • • 7 Filming Locations Production Crew/Travel Graphic Location Titles • • • over 2 continuous shoot days Pre- and Post-Production Sound Mixing • • EQUIPMENT • VR-Certified Laptop Computer • Oculus VR Viewer Total CVB Investment = $12,000 25
Culinary Trails
LOUISIANA IN THE LOWCOUNTRY 27
CULINARY TRAILS - NYC 404 NYC 404 10th Avenue New York, NY November 7, 2017 10 of Louisiana’s Best Chefs Editors Group Tour Operators Bloggers VIP Consumers Writers 28
CULINARY TRAILS - NYC 29
TRAVEL SOUTH USA Baton Rouge 2020 31
TRAVEL SOUTH USA New Orleans 2020 32
EARNED MEDIA BY STATE July 2016 – June 2017 State Total Articles Total Impressions Total Value Louisiana 208 765,012,143 $7,508,757 Georgia 197 904,709,389 $8,708748 Tennessee 136 954,420,977 $7,504,336 Alabama 99 567,267,457 $3,330,277 South Carolina 87 500,417,894 $5,232,704 North Carolina 45 336,815,809 $2,333,120 Mississippi 5 10,157,247 $1,079,543 Virginia 3 6,900,000 $287,5000 Missouri 3 2,325,000 $11,500 Arkansas 3 132,000 $6,000 Kentucky 2 104,000 $20,500 TOTAL 788 2,586,523,045 $23,070,445 33
LOUISIANA BASS TRAIL The Louisiana BASS Trail is a partnership between LOT and the Office of State Parks. It encourages citizens and visitors alike to experience the seven lakes and eight state parks across the northern part of our state. Of course the program is anchored by the two time number 1 BASS lake in the country, Toledo Bend. A BASSport has been created to document visits to the lakes and upon completion of a certain number of visits, the holder wins items from the office. Link to video used during this portion of presentation: Louisiana Bass Trail 35
LOUISIANA BASS TRAIL The first BASSports to get stamps from all seven lakes was a father/son duo from Livingston Parish that also camped at all eight state parks. Let’s hear their story. VIDEO LINK: Interview with Wade and Thad Whittington 36
BAYOU KREWE The Bayou Krewe launched earlier this year and has taken off. The Lt. Governor will give you many more of the details during his presentation tomorrow at lunch but suffice it to say, #OnlyLouisiana is a resounding success by Lt. Governor Nungesser. Link to video used during this portion of presentation: Bayou Krewe 37
DESTINATION LOUISIANA 38
PROJECT: TIME OFF In the United States, we have all become work martyrs and it affects everyone. The U.S. Travel Association started a coalition entitled Project Time Off to study and address this issue that affects every DMO and every state office of tourism. The less people take off, the less likely they are to travel. The Louisiana Office of Tourism was a founding member of the coalition and has participated in the studies and also in the social media outreach, #TakeADay. I have a short clip to show you the issues and some of the progress that has been made so far. VIDEO LINK: Let's Unlock America's Vacation Opportunity In January, Project Time Off will having the 2nd annual Plan your vacation day. It can be as simple as meeting with your staff and everyone choosing their weeks for vacation or you can also have some social media fun and encourage everyone in your community to participate. 40
PROJECT: TIME OFF 41
CREATING A NEW BRAND 42
THANK YOU! OVE 43
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