Presented by Barbara Richardson, Vice President Marketing, Amtrak and Chair, Travel Industry Associa

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Marketing Dollars And Sense

• Presented by Barbara Richardson, Vice President
  Marketing, Amtrak and Chair, Travel Industry
  Association

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How to Use TIA for your benefit

• SeeAmerica.org
• US Postal Service Wonders of America stamps
• Special Advertising Sections
• Sweepstakes Promotions
• See America Weeks UK, Japan, Brazil
• See America Pavilions U.S. and International
• International Pow Wow
• Marketing Outlook Forum

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NEW SeeAmerica.org features regions, states and
cities National Parks Byways Events Featured
State Featured Package Featured Deals Major
Events

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Links to city sites Add your special offers,
vacation packages and deals to our Travel Deals
section for free
Gain maximum exposure for your local events
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2006 SeeAmerica.org Coop

• TIA developing coop model for SeeAmerica.org
• Pay to play for increased visibility on the site.
  
• All funds earmarked for marketing to drive more
  visitors to the site.
• Featured state, event, package, etc. plus keyword
  purchases.

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See America Promotional Themes2002 USPS2003
See Americas Byways2004 See Americas National
Parks2005 See Americas Treasures
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Are you one of the 600 Participants ?

• 56 State Territories
• 287 Private Sector
• 265 Local Tourism Offices
• If not, why not?

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Are you located on or near one of Americas
Scenic Byways?
Unique collection of travel itineraries along
more than 25,000 miles of America's most
interesting and inspiring roads, rivers and
beaten paths
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Byways Itinerary accompanying map If you have
an itinerary in or around your city, please send
it to us. Are there deals, packages or events
along your Byway? Post for free at SeeAmerica.org
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Are you located within 100 miles of a National
Park site?
Consumer can search by state, activity, park name
or zip code Can also search for travel deals and
packages from this site.
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Boston National Parks Itineraries
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Amtrak Vacations 25
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Choice Hotels Launches Ad Campaign July 15 (4
million)
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See Americas Treasures Game SweepstakesDid
you give us a question about your destination?

• National Parks
• Scenic Byways
• American Movies
• Recreation Outdoors
• American Cities

• Amusement Parks
• Famous Americans
• Historical Sites
• Famous Places
• Just for Fun
• States

Answer links directly to your website
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To submit a question, send to hmaplesden_at_tia.org
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2006

• USPS Wonders of America
• Scholastic
• Domestic Coop
• USA Today
• Sweepstakes
• SeeAmerica.org
• Readers Digest
• International Programs
• See America Pavilions
• See America Weeks
• UK Coop CMG
• DOC/TIA Coop
• SeeAmerica.org.uk
• SeeAmerica.jp

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• The U.S. travel industry and the U.S. Postal
  Service will engage in a significant promotional
  partnership
• Nearly 38,000 postal retail outlets serving more
  than 7 million customers each day
• Partnered with U.S. Postal Service for highly
  successful 2002 Greetings from America
  campaign.

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U.S. Postal Service

• In 2006, the USPS will issue Wonders of America
  Stamps
• 40 stamps superlatives like tallest tree,
  longest river,
• Each stamps design includes graphic
  representation of one of these 40 U.S. wonders,
  all of which are also part of the tourist
  experience.

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Partnership Components

• Sweepstakes run by TIA
• SeeAmerica.org sole registration source for the
  sweepstakes
• Promotional Poster in all post offices
• 7 million people per day
• USPS online promo/link
• 21 million users per month
• Licensed travel products

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TIA Members are Encouraged to Participate by

• Donating prizes for sweepstakes
• Using poster as client giveaway, employee
  giveaway and/or on-site display
• Elevator cards
• Check-in desks
• Airport and cruise lounges

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Scholastic - Summer Family Travel Program for 2006

• See America lesson plan for one week.
• Reach 151,000 4th 5th grade teachers.
• 4.5 million households with income 55,000.
• Includes 16 panel teaching guide and 4-page
  teacher guide.
• USA Map for classroom use
• City coop opportunity 500 fee to be added to
  map
• Plus 4 other sponsors exclusivity by category

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• 5 million available for matching (50/50) grants
• Minimum 10,000 Maximum 100,000
• Eligible recipients include
• State Historic Preservation Officers
• Tribal Historic Preservation Officers
• Designated Preserve America Communities
• Certified Local Governments that are applying for
  Preserve America Community designation.

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Special Advertising Sections

• Impact Pull out save sections
• Cost Open rate vs. leveraged rate
• Part of 16-page travel-focused spread vs. random
  placed ¼ page
• Leveraged National CPM of 22.84 vs. Open
  Regional CPM of 61.50

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• Black Hills, SD in USA Today insert
• AD Editorial Photos full page for price of
  a ¼ page at discounted rate

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Sweepstakes, Promotions, Fam Trips, In-kind
product donations

• WABC Sean Hannity promo Hannity Hawaiian
  giveaway 250 on-air mentions. Graphics, copy,
  photos hyperlink on WABC website
• 145,000 promotional value for 4 prizes 2
  roundtrip airfare NY/Honolulu plus 6 nights
  Hilton Hawaiian Village
• Minimum 4 times the value
• Bonus list of people who entered
• Cross promotions with other partners
• Web links
• Other 800 promo message, direct mail

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Sweepstakes, Promotions, Fam Trips, In-kind
product donations

• Bring journalists to your destination
• Work with partners to donate rooms,
  transportation, meals, attractions.
• Generate a minimum of one story per journalist
  most get multiple placements.

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U.S. Consumer Trade Shows

• Partnership with 6 Adventures in Travel Expos.
• See America Pavilion in each show.

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International Opportunities

• Cant afford a rep or a PR firm?
• High impact once per year follow-up from home
  via e-mail
• Sales Blitz Seminar, media marketplace trade
  show
• maximize presence
• maximize of contacts
• deliver message to pre-qualified audience

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TIA UK Program

• SeeAmerica.org.uk
• Consumer Coop advertising
• UK Trade monthly newsletter
• Ongoing PR campaign featuring themes and
  destinations
• See America Week
• Educational Seminar
• Media Marketplace
• See America Pavilion at World Travel Market

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SeeAmerica.org.ukSeeAmerica.jp

• DOC - 4 million in media per market
• UK Jan Feb
• Japan Mar Apr
• SeeAmerica Call to action
• TIA creating Coop to leverage media
• Print
• Web
• Fam trips
• Other promotions
• Donate package to your destination
• Participate in Coop

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See America Pavilions Fall 2005 2006

• Japan JATA, September 22-25, 2005
• Brazil ABAV, October 26-30, 2005
• UK WTM, November 14-17, 2005
• Reise Liv, Norway, January 12-15, 2006
• FITUR, Spain, January, 25-29, 2006
• BIT, Milan, February 18-21, 2006
• Expo Vacaciones, Mexico, February 20-22, 2006
• ITB, Berlin, March, 8-12, 2006
• TUR, Sweden, March 23-26, 2006
• International Pow Wow, Orlando, May 6 10, 2006

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• Largest International Travel Trade Show
• Invitation only event
• Buyers are selected by country and strict
  criteria
• 3 Billion in business
• May 6 10, 2005

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International Pow Wow

• PowWowOnline.com
• 24/7/365 access to database
• Search by Country
• Search by name
• Search by company profile
• Booth location by region
• Partner with other destinations in your region to
  create itineraries and package ideas
• E-mail buyers ahead of time so they request you.
  Mutuals are scheduled first, then buyers request.

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Marketing Outlook Forum (Oct 26-28, 2005
Seattle, WA)

• Send your Chief Marketing Officer
• Best practices in marketing
• Outlook by segment from experts
• Trends ideas to maximize your revenue
• New market opportunities demographics,
  International, psychographics
• Marketing techniques that deliver
• Registration fee Member - 695 Non-Member - 875

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TravelCom(April 17-19, New York City)

• Send your eCommerce/Web editor
• Building the best website
• Technology providers at trade show
• Online agencies
• Web designers

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To Do List

• Bookmark www.tia.org/marketing
• Review SeeAmerica.org link your packages,
  deals, game questions, events, submit photos,
  itineraries.
• Create package(s) for your destination with
  partners for promotional prize giveaway and/or
  journalist fam trips.
• Create package featuring one or more Wonders of
  America.
• Register for Marketing Outlook Forum

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To Do List

• Evaluate international opportunities
• SeeAmerica.org.uk
• SeeAmerica.jp
• See America Weeks
• See America Pavilions
• International Pow Wow
• Get involved in TIAs Committees
• Read eNewsline other TIA emails for leads on
  journalists, sales opportunities, coop
  opportunities, etc.
• Work with destinations in your region state for
  cross promotions
• Measure results