Leading Partners for Ohios $46 Billion Tourism Industry Tourism is - PowerPoint PPT Presentation

Leading Partners for Ohio’s $46 Billion Tourism Industry

Tourism is an Economic Driver Record number of visits to Ohio: 222 Million Visitor Spending in Ohio: 39% increase since 2010 Tourism Supported Jobs: $ 46 billion 429,000 $44 ¡ $38 ¡ $32 ¡ Up from 427,000 in 2016 2010 ¡ 2013 ¡ 2017 ¡

Record Ohio Visits! 222 million 222 ¡ 212 ¡ 200 ¡ 2014 ¡ 2016 ¡ 2018 ¡

Record Visitor Spending! $ 46 billion $46 ¡ $44 ¡ $43 ¡ 2016 ¡ 2017 ¡ 2018 ¡

Ohio. Find It Here. Part of Ohio Development Services Agency Lt. Governor Jon Director Lydia Mihalik Governor Mike DeWine Husted

#OhioFindItHere Creating a positive image of Ohio and increasing visits to our state

. y o j e r o h s photographic style • Photography focuses on the emotional connection between people while experiencing Ohio. • The images we capture should: ü Be unexpected and surprising ü Feel candid and spontaneous ü Illustrate an emotional experience Marblehead Lighthouse in Marblehead

2019 Ohio. Find It Here. in Ohio and every state around us

Digital Ads

Ohio.FindItHere /OhioFindItHere /OhioFindItHere 89,000 followers 247,000 followers 43,000 followers

Heritage Tourism The National Trust for Historic Preservation in the United States defines heritage tourism as "traveling to experience the places, artifacts and activities that authentically represent the stories and people of the past", and " heritage tourism can include cultural , historic and natural resources". Guns, Presidents, Bones, Airplanes, Space Ships

Contributing to Ohio’s $46 billion Tourism Industry +

Ohio Presidential Trail • Created in Partnership with Ohio History Connection • 13 stops recognizing the 8 Ohio Presidents • Rutherford B. Hayes Presidential Library and Museums, Fremont • William Henry Harrison Tomb, North Bend • William Howard Taft National Historic Site, Cincinnati • U.S. Grant Birthplace, Point Pleasant • U.S. Grant Boyhood Home & Schoolhouse, Georgetown • Warren G. Harding Home & Memorial, Marion • James A. Garfield National Historic Site, Mentor • James A Garfield Birthplace, Moreland Hills • Hiram College (Garfield and his wife met there), Hiram • William McKinley Presidential Library & Museum, Canton • National First Ladies’ Library, Canton • National McKinley Birthplace Memorial & McKinley Birthplace Home, Niles

Highway to History § Ohio Statehouse § Campus Maritus Museum § Lake View Cemetery § Rutherford B. Hayes Presidential Library & Museum § Perry’s Victory & International Peach Memorial § National Underground Railroad Freedom Center § Schoenbrun Village § Fort Ancient § Ohio History Center and Ohio Village § Dayton Aviation Heritage National Historical Park

Add your free listing to Ohio.org over 8 million pageviews a year! - Photos - Videos - Descriptions - Links to Your Site Add at www.ohio.org/industry

2019 Co-Op Program • 88 partner participants • $900K in matching funds • Results-to-date: – Impressions: 52M – Clicks to partner websites: 227K

Overview • 2020 Co-Op Program Benefits – Ohio. Find It Here. matches 50% of media costs up to $25,000 or more – Additional exposure! Ohio. Find It Here. will use many of the assets created in our 2020 and 2021 promotions.

2019 Co-Op Example: Ashtabula Photography • Content creation of professional photography images with Ohio- based photographer & GLP • Images can be used in social, digital, storytelling, print, etc. • Cost: $2,000 to $4,000

Storytelling + Photography + Influencer • Supported with a paid social campaign that delivers qualified traffic to your storytelling page – Facebook ad based on your landing page • 4 weeks paid media on Facebook – Influencer visit, blog post and Instagram story LESI Results : • 4 weeks paid media on Instagram Impressions: 400K • Cost range $4,250-$9,250 Clicks: 4,800 CTR: 1.22% (benchmark 0.22%)

2019 Paid Search Results Online 13 percent lower Reservations Cost-to acquire- +29% Reservation Castaway Bay achieved a cost-per-reservation of $15.

Paid Search • Drive site traffic through paid search listings on Google • Reach consumers when they are actively searching for keywords that are relevant to you. • Cost: $250/month to $1,000/month

2020 Update: offered entire Facebook Paid Social year 2018 results Impression CTR Engagement 180,514 0.69% s 3.08% Rate Cost ¡$250 ¡ ¡to ¡ Intriguing ¡video ¡ Clear ¡call ¡to ¡ac;on ¡ $1,000 ¡ asset ¡ ¡ The primary benchmark for paid social is a click-through rate (CTR) of 0.90%, the secondary benchmark is an engagement rate of 0.47%

Ohio.FindItHere /OhioFindItHere /OhioFindItHere 89,000 followers 247,000 followers 43,000 followers

#OhioFindItHere

2020 Ohio Tourism Day Save the Date Early, May 2020

Over 8 million pageviews on Ohio.org each year and Most Viewed Area is our Listings Hotels Attractions Restaurant s

New Ohio. Find It Here. Music The Indie version is and is the preferred use for brand recognition. Can be used with approval from TourismOhio or Ohio Development Services Agency. Indie Pop Country Rock R&B

Ohio. Find It Here. & Ohio’s Tourism Industry Creating a positive image for Ohio as a travel destination!

It’s safe, easy and important. ¡

Geographic Designations Eligibility for funding for an organization or individuals Computation formulas based on how many people live in an area Project applications are prioritized Interest rates for loan programs area set based on geographic data.

States of Comparable Population

Matt MacLaren Lauren Seckel Director Marketing Manager Ohio. Find It Here. Ohio. Find It Here. Matt.MacLaren@development.ohio.org Lauren.Seckel@development.ohio.gov 614-466-3704 614-387-1498