2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE MARKETING PRESENTATION
ExploreGeorgia.org Highlights • 82% of site traffic is first time visitors • Site traffic this year is up by more than 20% • To date for 2011, traffic has increased nearly 50% • In the past 12 months, we almost doubled the size of our email database • Georgia Travel Guide requests remain higher than last year
2011 Georgia Travel Guide • 750,000 Circulation • 2,325,000 Total Readership • 1 million readers online
Braves Sponsorship Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000
Georgia Traveler Sponsorship Total Impressions Delivered: 5,141,214 Season 5 6 episodes in the Fall (October, November) 7 episodes in the Winter/Spring (January, February, April). All 13 episodes are repeated late spring and summer Season 6 Production will begin in 2012
Grant and Co-Op Print Advertising • Six special sections featuring Georgia, 4 to 28 pages in length, delivering more than a 2 to 1 Value for our spending. Atlanta Magazine • Five Meredith Publications including BH&G and Family • Circle GO! Magazine • Budget Travel • Total Estimated Value: $1,455,184 • Spring Newspaper Insert featuring Grant and Co-Op partner advertisements Total Estimated Value Collinson Media: $76,000 Total Estimated Value Madden Media: $237,352 • Other Grant and Co-Op Advertisements in Southern Living, Group Tour and Georgia Magazine
TripAdvisor Partnership • Georgia Advertorial: 6 months • Four grant partners have equal presence on page • Branded drivers, garnering over 3.2MM impressions • Georgia Tourism Sponsorship: one full year presence • Ownership of photos and some content along with banners driving to ExploreGeorgia.org Total package value : $106,618
Spring/Summer Advertising Print Circulation and Impressions
Tourism Print Ads – Special Section Atlanta magazine - April
Tourism Print Ads – Special Section Budget Travel - April
Tourism Print Ads – Special Section Go! Magazine - March
Digital Media Banners Partnership’s with: • Yahoo • WeatherBug • ValueClick • 20,590,520 impressions
Quarterly Contests • Georgia’s Grand Slam Getaway • Ultimate Georgia Vacation • Georgia’s Girlfriends’ Getaway • 80 Days of Georgia Giveaways • Homestretch Giveaway
Georgia’s Grand Slam Getaway Launch Date: June 15, 2010 End Date: July 15, 2010 Highlights: • Facebook fans more than doubled • 5,478 Facebook Fans Acquired
Ultimate Georgia Vacation Launch Date: July 1, 2010 End Date: July 31, 2010 Highlights: • Increased Trip Planner usage by 60% • Over 700 trips were planned • Contest page had over 8,000 hits • Facebook drove over 15,517 click- throughs on the fan page • 6,085 Facebook Fans Acquired
Georgia’s Girlfriends’ Getaway Launch Date: November 2, 2010 End Date: January 3, 2010 Highlights: • Drove over 3,000 entries • Facebook drove over 20,000 click- throughs to the fan page • Contest drove over 7,500 new fans to the Explore Georgia Facebook page • Newsletter database increased by 2,152 • 7,563 Facebook Fans Acquired
80 Days of Georgia Giveaways Launch Date: May 2, 2011 End Date: August 23, 2011 Highlights: • 23,753 Facebook Fans Acquired • Drove a 106% increase in Facebook fan base – resulting in 42,893 current fans • 34,019 contest entries • Twitter follower base increased by 21% - resulting in 13,851
FY11 YTD Social Lead Generation 29781 30,000 Facebook Lifetime Likes 27,024 acquired Facebook fans 20,000 10,000 5,570 435% growth in Facebook fan base 0 12,004 14,000 3,902 acquired 12,000 Twitter Followers 8,102 10,000 Twitter Followers 8,000 6,000 4,000 48% growth 2,000 in Follower base -
FY11 YTD Email Lead Generation 2010 2011 23,659 emails 7,000 acquired since July 2010 6,000 5,000 Emails Acquired 4,000 99.8% retention 3,000 2,000 of acquired without opt-out 1,000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Of email registrants, over half (65%) signed 66% eCRM up to receive multiple emails. 64% Special Offers 12% of the email database is registered to 46% This Week in GA receive all 3 Georgia Tourism emails 1% (eCRM, Special Offers, This Week in GA). Civil War 0% 20% 40% 60% 80%
New Ad Campaign Connection Point Authentic Southern Experiences – Sensibilities Not Genuine Georgia Modern Manufactured Possibilities Memories Key Insight Brand Essence
Campaign Research We conducted research over the last year to arrive at our new positioning and to develop our new campaign • Ethnography – one-on-one interviews in Georgia and key feeder markets • Social Media Audit • Focus Goups (5) in Georgia and key feeder markets
Our Target Demographic Women 25-54, both within Georgia and in surrounding states, who act as the key influencer in planning vacation time for them and their loved ones
Key Message The Georgia Experience brings a contemporary and modern feel with the authenticity, heritage and hospitality of the South.
Personality and Voice of the Brand
Campaign Touchpoints Interactive Advertising Branding Product Development PR/Advertorial Sales Force
The South With A Twist
New Website To Launch January, 2012
• Online VIC Phase 1 Downloadable brochures • Newsletter Sign up Landing Page • Right Rail Updates 32
Launch of MOBI Site Mobile Web features: • Updated content including images and video • Links provided to all Partner mobile sites • Wide selection of categories • Special offers by city, type, and by region • Dynamic Events Calendar • Click -to -Call option • Locator Map ID • Links to all social networks Contact: Alexandra Owen • Favorites planning feature New design with ITI Marketing improved user interface 941-966-8979
CW150
GaCivilWar.org • Visitors have come from 96 countries/territories, with the majority coming from the United States, Canada and the United Kingdom • There have been over 117,890 page views • The average visitor has had 4.2 page views • Over 30% of visitors were interested in attractions and events
GACivilWar.org • Interactive Flash Map • Timeline • Integration with current PA to dynamically publish upcoming events • Online Store • CW150 Newsletter
Georgia’s Guide to the Civil War
Crossroads of Conflict Sales • Over 4,000 books have sold from the 1 st printing • The book is currently in its 2 nd printing • The book continues to be the #1 selling item through the online store
Other Exciting News – Online Banner Sales for 2012 • Homepage • Online VIC page • 9 Regional Landing Pages • Must See Attractions/Listings Overview Page • Special Offers Page • Regional Video Landing pages • Newsletter ad sales Contact: Jill Teter, Atlanta Magazine Travel Sales Director 877-554-0780 jill-teter@comcast.net
What’s New For 2012 • Launch of new ad campaign in the spring • Redesign of ExploreGeorgia.org • Improved Search capabilities on ExploreGeorgia.org • Added functionality to the Online VIC • Advertising opportunities for Partners on ExploreGeorgia.org, GaCivilWar.org and mExploreGeorgia.org and in newsletters • Georgia On My Mind Store on ExploreGeorgia.org, with a huge variety of wearables
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