Memphis Convention & Visitors Bureau Leisure & Consumer Marketing Opportunities

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1 Memphis Convention & Visitors Bureau Leisure & Consumer Marketing Opportunities

2 SM Mission, Tourism Impact and Travel Resources Visitor Profile & Marketing Strategy Memphis Convention & Visitors Bureau Mission Actively grow the Memphis & Shelby County economy by attracting visitors, conventions and events. More than 10 Million Overnight Visitors! $3.2 Billion in Visitor Spending! Vision: Recognized as a one-of-a-kind global destination that defines authentic Southern hospitality through extraordinary experiences. Goal: Grow room nights by 15% (over 3 years ) Visitor Profile: TOURISM IS AN ECONOMIC ENGINE! $135.5 million state and local taxes generated supporting 35,000 jobs 61% 61% AGES MARRIED FEMALES % 20%HAVE KIDS UNDER 18 38% over $80k HHI 85% HIGHER EDUCATION beyond high school The Official Travel-Planning Resources The Name. The Voice. The icon. MEMPHIS MAP & TOURIST GUIDE Get the Memphis Travel Guide app, now for iphone and Android. Marketing the Region Paid Media Overview Print: Focus on city magazines in target markets like Atlanta,Dallas and St. Louis. Digital: Re-targeting across paid search and display networks. Audience Gender: Women are generally decision makers re: travel Primary focus: is primary audience 80% digital (paid search display advertising, soci Media 10% printmix 80% digital 5% (paid out-of-home search, (Billbo display advertising, in drive makets) social) 10% print 5% event sponsorships 5% out-of-home (Billboards in drive makets) Markets 5% event sponsorships 1.1 Million Visitors! Visit Graceland and celebrate 60 years of rock n roll. Elvis.com EPE Reg. US Pat. & Tm. Off. Photo Alfred Wertheimer 415,000+ REACH! Regional: Population centers within 500 miles driving distance ie: Little Rock, Middle and West Tennessee, Mississippi, Alabama, Missouri Boothills, Louisiana National: Larger feeder cities of Dallas, Atlanta, Houston, St. Louis, Chicago, New York, Los Angeles, Minneapolis International: Canada, UK, Germany, Benelux countries, France, Japan, Austria PR/Communications The Public Relations department works with national and international media to generate positive stories that position Memphis as a top-of-mind destination. 2 3

3 Advertising Creative ready for a hot n spicy romance A FOOL SUCH AS I SEEKING A HEART THAT'S TRUE ENTER TO WIN A $2,500 MEMPHIS EXPERIENCE at MemphissoulmateS.com. See website for details. Justin Fox Burks Hungry to get into a hot n spicy relationship? Come tickle some riblets in Memphis and find other attractions to fall in love with. Go to MemphisTravel.com to plan your visit, or download the Memphis Travel app MEMPHIS Phillip Parker ENTER TO WIN A $2,500 MEMPHIS EXPERIENCE at MemphissoulmateS.com. See website for details. Are you lonesome tonight? That s all right. Let me be your teddy bear. Go to MemphisTravel.com to plan your visit, or download the Memphis Travel app MEMPHIS Results! PR/Communications: *Incremental trips: 24,465 Incremental spending: $24,101,222 *MemphisTravel.com website only PR generated 421 earned media stories about Memphis with a circulation of more than 245 million in PR Coverage Highlights: USA Today, NY Times, GQ Australia, Herald Sun, National Post, Conde Nast Traveler, Travel + Leisure, Food & Wine, ESPN, Southwest in-flight magazine, Huffington Post, SF Chronicle. Successes: The CVB combined Memphis CVB and I Love Memphis content and saw growth in Memphis social media footprint. Twitter: Gained more than 10K followers, garnering 75 million impressions Facebook: Increased likes by 18K (now at over 45K) Social channel growth: Became active on Pinterest, Instagram and LinkedIn 4 *MemphisTravel.com ROI study, Destination Analysts. 5

4 SM Map & Tourist Guide Map & Tourist Guide Digital Reach The only fulfillment piece for the Memphis CVB s consumer marketing campaign! Total Reach: 415,000+ The Map & Tourist Guide is full of engaging content, vibrant photography, citywide and neighborhood maps, top events, attractions and accommodations listings, and so much more. This guide offers visitors everything they need to plan a visit. Direct-Request Fulfillment and Distribution Reach Memphis visitors across all channels with exposure on our mobile apps and virtual guide! Virtual Guide 64,982 Visitors! 445,764 Page Views! Time Spent on Site: 4:42 CTR: 19% (Over 12,213 clicks sent to advertisers sites) MEMPHIS Direct requests (individuals order the guide to their home to pre-plan their trip!) MAP & TOURIST GUIDE Get the Memphis Travel Guide app, now for iphone and Android. Visitor centers (over 300,000 annual visitors!) and state welcome centers International offices (Europe and Japan) Hotels, attractions and events Consumer and trade media Delegates attending meetings & conventions conventions Travel-Planning App 350,000 COPIES! Top 10 Direct-Request Markets Chicago St. Louis Dallas/Ft. Worth New York Atlanta Houston Philadelphia Map & Tourist Guide Rates Full: $4,995 Half: $3,125 Quarter: $1,595 Photo Listing: $995 OVER 25,000 DOWNLOADS! roll. 6 EPE Reg. US Pat. & Tm. Off. Photo Alfred Wertheimer Kansas City Minneapolis/St. Paul Detroit 49% USE PRINT when planning travel, which is up 24% year over year. Source: 2013 State of the American Traveler Research Premium Positions: Back Cover: $5,995 Page 1: $5,995 2-page Spread: $7,495 Print deadline August 12,

5 Banner Advertising MemphisTravel.com is the premier online planning resource for Memphis travelers. Leverage our extremely qualified and engaged audience with targeted and guaranteed exposure. Banner ads allow you to expand your reach and to target your message by timeframe. Sold on an impression-over-timeframe basis, with guaranteed exposure. Free monthly reporting, creative testing and optimization. Large Rectangle (300 x 250): Standard display unit offering multiple frame animation. Formatted Banners: This formatted unit is integrated into the site and comes with 3 photos and 3 sets of text, advertiser name and tag line. Business and Event Listings Reach our most targeted audience Business and Event Listings Position your business or event as a not-to-be-missed experience in front of our most targeted audience on the site. Our Featured Listing program places your business in our premium listing tier on all relevant pages ensuring that you are top-of-mind when visitors are looking to convert. Mobile Advertising 3.8 million page views! Business and Event Listings Programs and Pricing Paid Listings Receive: Description and highlight Top-tier sort on all relevant pages Events Page Business Listings: Rate: $750/year Mobile: 300 x 50. $750/month or $1,500/quarter. 1.1 million visitors Event Listings: Rate: $300/year Business/event profile page Free Advertising! REWARDS PROGRAM Got Print? Get Rewards. Advertisers with an integrated presence in the Destination Planner or Map & Tourist Guide and on MemphisTravel.com qualify for the Customer Rewards Program and receive an additional run-of-site web campaign from available inventory. Your share of the open inventory increases at each impression discount tier. RATES Buy more and save $2 cost-per-thousand (CPM) at every tier. We can work with any budget! Impression volumes are available between tiers. Impressions are split 50/50 between ad units. À la carte rates are available, call for details. Total Package Impressions Package CPM Rate CPCs under $3! Rewards Tier 20,000 $27.50 $ ,000 $25.50 $1, ,000 $23.50 $2, ,000 $21.50 $5,375 4 Ad Channels On site: ROS, Plan Your Trip, Attractions & Dining, Events, Lodging Top-tier placement and highlight 8 9

6 Special Offers Drive immediate conversions by promoting your offer to visitors with the Memphis CVB Special Offers program! PAID SPECIAL OFFERS RECEIVE Placement in the Special Offers vault where users can sort by category. Special Offers call-out for your business in the search results for business listings Incorporation of your offer onto your business listing profile page Rates: 12 months: $500 3 months: $200 52% Seek Offers More than half of U.S. travelers are seeking deals. Featured Experience Custom Content Content is King! Engage qualified visitors on MemphisTravel.com and drive additional search engine organic traffic directly to your site with our Featured Experience content creation program. Our editors will craft a custom article about your business or event, which will remain heavily promoted on the site for one year. You also own this content for distribution on your site, which will continue to drive organic traffic indefinitely. Featured Experience Custom Content Includes: 500 words of copy Photo library (advertiser provided) Optional video player Ownership of all ad units on your article, allowing you to change messaging. Robust Content Distribution Strategy: Your Featured Experience will rotate in premium content placements throughout the site. Video rotation on applicable pages Promoted through banner ads MemphisTravel.com Social media promotion Drive organic traffic to your site! Rates: Annual Rate: $2,500 Renewal Rate: $1,

7 SM SM SM C/O MILES 6751 PROFESSIONAL PARKWAY WEST SUITE 200 SARASOTA, FL To advertise, contact: ABBIE GRISTY at