THE STATE OF TOURISM Chelsea Ruby, Commissioner of Tourism
ABOUT ME
THE WEST VIRGINIA TOURISM OFFICE • Manage a public relations strategy and the statewide brand • Create and execute the state’s marketing and advertising strategy • Provide industry assistance and product development • Maintains and staffs 8 Welcome Centers which greet more than 3 annual million visitors
GOVERNOR JUSTICE’S VISION FOR TOURISM 4
THE BASICS • Increased marketing funds • More cohesive, coordinated branding • Economic development 5
TRENDS IN TOURISM MARKETING 6
PEOPLE ARE TRAVELING. A trip was the largest discretionary purchase last year according to nearly 60% of leisure travelers.
T HAS CHANGED. THE INDUSTRY HAS EVOLVED. Source: Tnooz
RETRO TRAVEL ADVERTISING
2017 TRAVEL ADVERTISING
ADVERTISING CONSUMES CONSUMERS. Daily consumption is more than 16 hard drives for every man, woman and child in the U.S.
ADS ARE EVERYWHERE.
CONSUMPTION IS HIGH.
MOBILE IS KING.
79% of all US internet users are on Facebook FACEBOOK LIVES ON.
VIDEO DOMINATES.
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THE INTERNET KILLED THE TRADITIONAL SALES FUNNEL.
THE NEW TRAVELER BUYING JOURNEY Source: Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014
HOW TRAVEL DECISIONS ARE MADE IN THE DIGITAL AGE Source: Google, 2016.
THE ADVERTISING STRATEGY HAS GOTTEN MUCH MORE COMPLEX.
WEST VIRGINIA TOURISM 24
WEST VIRGINIA TOURISM BY THE NUMBERS
WEST VIRGINIA IS POSITIONED FOR GROWTH
OUR GEOGRAPHY MAKES OUR JOB HARDER
COOPERATIVE ADVERTISING IS A PROVEN MODEL FOR SUCCESS 28
WE HAVE A TREMENDOUS PRODUCT.
THE TIME IS NOW. • Increased marketing budget and improved coordination • Strong state assistance for both marketing and economic development • More responsive to ever-changing marketing trends: • Digital is key • Content marketing including video • Itinerary-based marketing • Personalization • Social media, importance of travel reviews
YOU HELPED US TELL OUR STORY. More than 415,000 people participated.
AND IT WORKED. Campaign reach topped over 15 million. Increase in followers on all three social platforms Web traffic up 200% Travel guide views increased about 400%
THANK YOU 33
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