WYOMING OFFICE OF TOURISM LEISURE MARKETING OPPORTUNITIES
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1 WYOMING OFFICE OF TOURISM LEISURE MARKETING OPPORTUNITIES
2 PROMOTING WYOMING TOURISM MATTERS TO WYOMING Mission Statement: To promote and facilitate increased travel to and within the state of Wyoming VISITATION: SPENDING: MILLION BILLION OVERNIGHT VISITORS * ANNUAL VISITOR SPENDING * Seattle Portland Boise Idaho Falls Pocatello Salt Lake City Butte/ Bozeman Denver Colorado Springs Minneapolis- St. Paul Rapid City Madison Omaha Kansas City Oklahoma City Core & Adjacent Target Markets Milwaukee Chicago St. Louis TAX REVENUES: 159 MILLION IN STATE & LOCAL TAXES * EMPLOYMENT: 31,510 TRAVEL-RELATED JOBS * REV: 210 EARNED FOR EVERY DOLLAR SPENT IN ADVERTISING * Core Markets Adjacent Markets ADR: 103 WITH A 2-3 NIGHT AVERAGE STAY * VISITOR DEMOGRAPHICS ** 83,376 AVERAGE TOTAL INCOME 46 YEARS OLD AVERAGE AGE 62.1% ARE MARRIED 38% HAVE A COLLEGE DEGREE 2.7 PEOPLE AVERAGE IN HOUSEHOLD *Figures from Dean Runyan Economic Impact Study. **Demographics from the WY Overnight Visitors Profile.
3 MEDIA Paid Media Strategy: WOT builds Wyoming awareness with national print ads, targeted television ads, precise search-engine marketing, smarter web ads and enewsletters. MEDIA MIX TV, 48% Social, 1% Print, 15% Out-of-Home, 9% Digital, 27% TOP TARGET MARKETS Core Markets Chicago Kansas City Madison Milwaukee Minneapolis Oklahoma City Omaha Portland Seattle St. Louis Adjacent Markets Denver Boise Butte/Bozeman Colorado Springs Idaho Falls Pocatello Rapid City Salt Lake City TARGET AUDIENCE Families with kids (6 17 years old) Enjoy outdoor recreation Household income of 75k Seeking family-friendly, affordable trips VISITOR PSYCHO-GRAPHICS CITY SLICKERS CHARACTERISTICS Age Affluent and Free Spending Air Travelers Traditional Family Vacationers Active Seek a True Western Experience YOUNG ADVENTURERS CHARACTERISTICS Age Activity Centric Well-Educated Affluent City Based Younger Children Seek New Experiences FREE BIRDS CHARACTERISTICS Age 55+ Older Empty Nesters Highly Educated Successful Affluent Free Spenders Motivated by Famous Attractions Seek Once-in-a-Lifetime Experiences Media & PR Strategy: PR efforts contribute to increasing awareness of Wyoming as a vacation destination and ensure additional reach and frequency of the Wyoming message in key advertising markets and beyond. WOT actively targets and develops relationships with key travel media, including domestic and international influences, writers, publications and broadcast outlets through the following tactics: Media Familiarization Tours Media Receptions and Special Events Media Missions and Desk-side Appointment
4 CREATIVE ROAM FREE CAMPAIGN ROAD TRIP CAMPAIGN ADJACENT MARKET BILLBOARDS
5 RESULTS ECONOMIC IMPACT & INCREMENTAL VISITATION* 2014 RESULTS: 709, BILLION INCREMENTAL TRIPS ECONOMIC IMPACT 3-YEAR HISTORY Total Economic Impact , , , ,845, ,683,566 1,095,019,383 28,119,671 29,630,026 44,895,794 Total Influenced Trips Economic Impact Taxes Generated Source: Strategic Marketing & Research, Inc., Advertising Effectiveness ROI 2014 OWNED AUDIENCE All of WOT s efforts drive visitors to their official travelers resources 950,000 PRINT REACH** **INCLUDES PASS-ALONG READERSHIP AND DIGITAL EXTENSION SOCIAL INFLUENCE: 329, MILLION VISITS (+11%) WEB VISITATION TOTAL FOLLOWERS 1.44 MILLION ANNUAL FACEBOOK: 294,683 LIKES REACH TWITTER: 12.7K FOLLOWERS INSTAGRAM: 2,701 FOLLOWERS PINTEREST: 16,319 LIKES; 3,580 FOLLOWERS WYOMING 2015 OFFICIAL JOURNAL TRAVELERS M OF TOURIS WYOMING OFFICE OFFICIAL TRAVELERS JOURNAL JOURNAL L TRAVELERS 2015 OFFICIA MARKETING INVESTMENTS PAY OFF Overnight visitors have steadily grown since URISM.ORG WYOMINGTO Budget to Visitor Relationship shows the correspondence between overnight visitors and tax-generated tax receipts specifically related to the biennium budget. ENEWS WYOMINGTOURISM.ORG Trips that were influenced by the WOT advertising campaign continued positive trends in 2014 with an increase of 34% from Overall return on investment for 2014 saw an impressive 57% increase from *Trips influenced directly by advertising
6 OFFICIAL TRAVELERS JOURNAL WYOMING 2015 OFFICIAL TRAVELERS JOURNAL WYOMING OFFICIAL TRAVELERS JOURNAL As Wyoming s only fulfillment piece for their multi-million-dollar advertising campaign, the OTJ is the premier planning resource for Wyoming visitors. 400,000 TOTAL CIRCULATION WYOMING OFFICE OF TOURISM 2015 OFFICIAL TRAVELERS JOURNAL 950,000 TOTAL READERSHIP ** WYOMINGTOURISM.ORG OTJ DIRECT-MAIL INSERT In 2012, 83% of travelers came to Wyoming within three months of ordering the guide. Reach 30,000 travelers who requested the OTJ during the key summer travelplanning window with the direct-mail insert program. Your rack card can impact immediate conversions by including time-sensitive messaging like offers or event promotion and we ll handle the printing for you! DIRECT-MAIL A RACK CARD TO 30,000 Rates: 3,080 net Details: Size: 8.5" x 3.5" Two-sided, fourcolor glossy stock start YOur Casper WYOMING adventure IN DISTRIBUTION Direct Request: Reach visitors while they are pre-planning their trip. More than 120,000 visitors request the OTJ through WyomingTourism.org or by calling CALL-WYO. Top 10 request markets domestically. International distribution is available as well. Illinois Florida Texas Missouri California Colorado Wisconsin Pennsylvania Minnesota Michigan In-State Distribution: Reach visitors while they are in Wyoming, making in-market decisions. Visitor Centers Hotels Airports Rental Car Agencies Campgrounds, restaurants, service stations and military bases 49% OF AMERICAN TRAVELERS USE PRINT TO PLAN THEIR TRIP* *Source: January 2015 State of the American Traveler Research. **Includes digital versions and pass-along readership
7 OFFICIAL TRAVELERS JOURNAL Reach visitors across all channels on multiple devices. 4,000+ ANNUAL OTJ MOBILE USAGE 36,680 OTJ VIRTUAL GUIDE VISITS VIRTUAL GUIDE The Official Travelers Journal (OTJ) virtual guide allows users instant access to travel-planning info and links to advertisers websites. Page Views: More than 121,000 Time spent on virtual OTJ: More than 3 minutes Signals of Intent to Travel: More than 240,000 performed WYOMING OFFICE OF TOURISM 2015 OFFICIAL TRAVELERS JOURNAL WYOMING OFFICE OF TOURISM 2015 OFFICIAL TRAVELERS JOURNAL WYOMING 2015 OFFICIAL TRAVELERS JOURNAL WYOMINGTOURISM.ORG WYOMING 2015 OFFICIAL TRAVELERS JOURNAL WYOMINGTOURISM.ORG % ARE OVER 45 YEARS OF AGE MOBILE DEVICES The OTJ mobile apps allow visitors to easily access travel-planning info in the palm of their hand, both in the pre-planning phase and during their visit. 62 % 70 % AUDIENCE ** 35% HAVE A HHI OVER 75, % LEISURE TRIPS TAKEN IN THE LAST 12 MONTHS BY JOURNAL REQUESTERS 76% ARE MARRIED OF VISITORS USED THE OTJ AS AN IN-MARKET RESOURCE 83 % Wyoming How Readers Use The Guide OF USERS SAID THE OTJ INFLUENCED THEIR DECISION TO VISIT THE STATE RATES PREMIUM NET RATE BACK COVER 14,780 IFC, IBC, TOC, PAGE 1 12,138 ROLLFOLD 10,028 PAGE 2 AND 3 19,002 NON-PREMIUM FAR FORWARD CATEGORY & REGION PLACES TO STAY FULL 9,502 8,974 8,446 1/2 7,326 6,918 6,512 1/4 5,728 5,410 5,092 1/6 3,800 3,488 3,378 1/8 3,040 2,790 2,702 1/12 2,054* 1,942 *Region section only OF VISITORS TOOK THEIR TRIP TO WYOMING WITHIN 3 MONTHS OF RECEIVING THE OTJ LISTINGS RATE ENHANCED LISTING 510 ADDITIONAL LISTING 358 DIGITAL PACKAGE DISCOUNTS PRINT DISCOUNT ONE ADDITIONAL PRODUCT 5% TWO ADDITIONAL PRODUCTS 7.5% THREE ADDITIONAL PRODUCTS 10% FOUR ADDITIONAL PRODUCTS 12.5% OTHER DISCOUNTS Deadlines: Ad Sales Close: September 2015 Publication Date: November 2015 Call **Source: Official Travelers Journal Usage Report
8 WYOMINGTOURISM.ORG WYOMINGTOURISM.ORG As the official website for the Wyoming Office of Tourism s multi-million-dollar advertising campaigns, WyomingTourism.org receives more than 2.1 million visitors annually. AN ENGAGED AUDIENCE 2.1+ MILLION VISITORS 7+ MILLION PAGEVIEWS 1.6 UNIQUE VISITORS INCREDIBLE PERFORMANCE Banner advertising on WyomingTourism.org is targeted to a pre-qualified audience and performs well above industry standard. Overall sitewide CPC of only 1.27 with our rewards program. EARN FREE ADVERTISING WITH OUR REWARDS PROGRAM
9 BANNER ADVERTISING BANNER ADVERTISING The impressions-over-time model allows guaranteed exposure, and monthly reporting allows you to keep your finger on the pulse of your campaign performance. Ads can be targeted to unlimited site channels. Buy more impressions and save! At every impression discount tier, your cost per thousand (CPM) goes down by 2. Impression amounts available in between tiers. 9.7 MILLION IMPRESSIONS 55,000+ CLICKS IN 2014 PACKAGE WEB RATES Small Rectangle Package + Formatted Banner 60/40 split between Small Rectangle and Formatted Banner. 5 discount off a la carte CPM. TOTAL IMPRESSIONS TOTAL RATE REWARDS* 20,000 Small Rectangle: 12,000 (184) Formatted Banner: 8,000 (180) 50,000 Small Rectangle: 30,000 (400) Formatted Banner: 20,000 (408) 125,000 Small Rectangle: 75,000 (848) Formatted Banner: 50,000 (922) 250,000 Small Rectangle: 150,000 (1,376) Formatted Banner: 100,000 (1,644) *Not Guaranteed ,770 3,040 Up To 20,000 Up To 50,000 Up To 125,000 Up To 250,000 GOT PRINT? GET REWARDS Customer Rewards Program Advertisers with an integrated presence in the Wyoming Official Travelers Journal (OTJ) and WyomingTourism.org qualify for the Customer Rewards Program and receive an additional run-of-site web campaign from available inventory. Exposure is determined by level of participation. CREATIVE BEST PRACTICES Your banner ads can have three frames, a format that performs two times higher than a static-frame message. Submit three photos, headlines and sets of text to get the best return. Frame 1: Attention Frame The first frame must capture the user s attention. Use your most powerful, eye-catching photo and a tagline and body copy that sum up your greatest value proposition (why you re a not-to-be-missed experience). Frame 2: Interest/Desire Frame Now that you have the user s attention, pull them into the experience. Use experiential photos and copy to paint the picture. Frame 3: Action Frame Now we need to seal the deal. Tell the user what you want them to do ( click here ) and why they should do it. This does not necessarily need to be a deal; it can simply say something like click here to create great memories! SMALL RECTANGLE This IAB standard unit allows you to showcase your business in a visually robust way. FORMATTED BANNER This formatted unit is integrated into the site and allows you to showcase your business with three frames of photos, taglines and body copy.
10 enewsletter enewsletter The Roundup enewsletter is sent monthly to more than 120,000 subscribers. The list is highly qualified through an onboarding program that targets visitors specific travel timeframe with seasonal content. This results in better engagement and conversion. The s are all responsive, customizing the experience to the visitor s device. FEATURED CONTENT Feature your experience amid organic content. SPONSOR Stand out with a premium banner ad that commands attention. INTEGRATED ADVERTISING OPTIONS Place your message in key months to drive business or align your message with our editorial calendar. REACH A TARGETED AUDIENCE Subscribers are a highly qualified and targeted audience. The enewsletter informs visitors about everything Wyoming, from skiing to dude ranches and gorgeous scenery. BUTTON (180X150) Feature your experience in a visually compelling and budget-friendly way. 30% OPEN RATE 120,000+ SUBSCRIBERS RATES AD SIZE MONTHLY RATE SPONSOR 1,000 FEATURED CONTENT 800 BUTTON (180X150) 3 POSITIONS AVAILABLE 500
11 WYOMINGTOURISM.ORG FULFILLMENT LEADS WYOMINGTOURISM.ORG FULFILLMENT LEADS Drive qualified leads directly to your business with the WOT s fulfillment leads program. HOW IT WORKS Visitors use WyomingTourism.org to request a free copy of the Wyoming Official Travelers Journal or to sign up for the Roundup enewsletter. They are automatically directed to a confirmation page, where they can elect to receive information from participating businesses. Upon selecting to receive information from you, they receive an auto-generated written by you (you can drive them to your site or provide a special offer). You receive the qualified leads from the WOT weekly for you to follow up with on an ongoing basis 45,000+ TOTAL LEADS DELIVERED TO DATE OPT-IN PAGE CONFIRMATION PAGE THANK YOU Thank you displayed upon submission GROW YOUR OPT-IN DATABASE! RATES Tiered pricing allows advertisers to choose their own level of participation. LEAD Lead displayed on opt-in page Rates for Print Advertisers LEADS PRICE PER LEAD 2,000 2, ,000 4, , CREATIVE BEST PRACTICES Confirmation page: Communicate why you are a not-to-be-missed experience and what the user will receive by checking to receive information from you. Confirmation This is your opportunity to further communicate your value proposition and to drive traffic to your site. Rates for Non-Print Advertisers LEADS PRICE PER LEAD 2,000 2, ,000 4, ,
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