Media Plan Preparation

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Media PlanPreparation
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Total Media Spend By State January 2008-April
2009
Source TNS
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Media Mix (Alabama, Arkansas, Florida, Georgia,
Illinois, Indiana, Kentucky, Mississippi,
Missouri, North Carolina, South Carolina,
Virginia)January 2008-April 2009
Source TNS
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Target Audiences Defining TDTDs core audiences
through Differentiating Behavior
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Defining Targets via Differentiating Behavior

• Differentiating Behavior unites a target and sets
  them apart from the rest of the population.
• Understanding differences ensures on-target media
  delivery in spite of fragmentation and
  advertising clutter.

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Defining Differentiating Behavior for TDTD

• Employing this approach, the Differentiating
  Behavior of TDTDs core target audiences was
  defined by
• Using the MRI database to establish a foundation
  (base) of Vacationers to Selected Southern
  States
• The states were Alabama, Arkansas, Georgia,
  Kentucky, Mississippi, Missouri, North Carolina,
• South Carolina and Tennessee
• Reviewing four market segmentation profiles of
  vacationers to determine their viability against
  the base
• Three segments were selected based on
  above-average indices to the base
• Verifying relevance to TDTD through a series of
  important attributes
• Decision-makers who planned their own trip and
  vacationed by automobile
• Strengthening indices to the base by adding two
  qualifiers
• Age 25-54 and Household Income of 40,000

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Defining the TA Foundation
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The Foundation the Four Vacation Segments
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The Four Vacation Segment Profiles

• The four audience profiles of the vacation market
  identified by MRI are
• Here to Do It All This segment chooses
  vacation destinations that give them plenty to
  do. They are frequent and independent travelers
  who enjoy vacations filled with theme parks,
  sight-seeing, physical exercise and outdoor
  recreation.
• Here to Just Relax This segment uses their
  vacation time to rest and relax. They are less
  likely to travel abroad, take a cruise or
  sight-see as these activities cut into their
  relaxation time.
• Here for the Sights This segment wants to
  see it all. Its the reason they travel. They
  enjoy the convenience of guided tours and
  pre-packaged deals.
• Here for the Party (NR) For this segment,
  vacations are like a perpetual spring break.
  Their focus is on fun, not seeing the sights.

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Relevance of the Vacation Segments
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Demographic Profile of Each Vacation Segment
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Media Habits of the Vacation Segments

• The point of identifying targets is to understand
  and leverage their media habits. The three
  vacation market segments
• Are media-friendly
• They exhibit average or above-average consumption
  of all media except TV.
• Watch TV selectively
• While overall time spent with TV is below
  average, all three segments demonstrate
  above-average consumption of selected broadcast
  programming and cable networks.
• Are night-time viewers of TV
• The influence of working women is demonstrated
  through low indices for Daytime viewing in
  general and marquee programming in specific.
• Selected Prime, Prime Access and News perform
  very well.
• Vary based on their age
• Predictably, older TA members watch more TV and
  spend more time reading newspapers than their
  younger peers.

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Media Habits of Each Vacation Segment
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Higher Indexing Prime (Broadcast) Cable TV

• Prime (Broadcast)
• The Office
• Greys Anatomy
• Lost
• 30 Rock
• How I Met Your Mother
• My Name is Earl
• 24
• Desperate Housewives
• Two and ½ Men
• Biggest Loser

• Cable Networks
• E!
• HGTV
• Food Network
• Discovery
• Travel Channel
• VH1
• Oxygen
• Weather Channel
• Headline News
• TV Land

Based on Average of Three Vacation Segments
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Media Habits of Younger vs. Older Segments
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Media Plan
Overview Objectives Strategies
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Overview

• Marketing Team
• TDTD Team
• Jennifer Spence, Assistant Commissioner,
  Marketing, 615-741-9025 Jennifer.Spence_at_tn.gov
• Jennifer Littlejohn, Marketing PR Manager,
  615-532-7853 Jennifer.Littlejohn_at_tn.gov
• Michael Uhles, Website Manager, 615-532-8071
• Offline Agency White-Thompson
• White-Thompson, a Nashville-based agency with a
  sister agency, Thompson Company, located in
  Memphis, won TDTDs 5-year offline agency
  contract
• Evette White, CEO
• Sherri Jones, SVP, Director of Client Services
• Bennjin Lao, Account Executive, 615-321-1013,
  x315 blao_at_whitethompson.com
• Stacy Gardner, Director of Media, 615-321-1013,
  x342 sgardner_at_whitethompson.com
• Online Agency Designsensory in partnership with
  Paramore-Redd
• Designsensory handles website development
• Brandon Rochelle, President
• Joseph Nother, President
• Sara Lewis, Account Executive, 865-690-2249,
  x125, slewis_at_designsensory.com

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Overview

• Budget Achievements
• Able to secure 3.5 million additional funding
• Media plan for combined online and offline
  efforts is approximately 4.25 million. Does not
  include 200,000 dedicated to Tennessee Trails
  and Byways Program set aside by TDTD for creative
  and media opportunities
• Targets
• Primary Target Women, 25-54 who live in South
  and Midwest.
• Secondary Target Niche Markets
• Music, Nature Outdoors, History Heritage,
  Fishing and Hunting, Culinary, Group Travel,
  Weddings, African-American, Hispanic
• Feeder Markets
• Atlanta
• Birmingham
• Cincinnati
• Greenville-Spartanburg-Asheville
• Huntsville
• Indianapolis
• Lexington
• Little Rock
• Louisville
• Paducah

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Overview

• Co-Op Opportunities
• 37 total print insertion opportunities
• 25 print publication opportunities
• 15 internet opportunities
• TV co-ops will also be available through TDTDs
  pay-per-inquiry program
• Lead generation co-op opportunities through
  Paramore-Redd
• Media Partnerships/Sponsorships
• Great American County (GAC)
• Southern Living
• Pandora
• TripAdvisor
• AAA Auto Club South

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Objectives Strategies

• Overall Objective
• Bring visitors to Tennessee
• Marketing Objective
• Increase consideration of Tennessee as a vacation
  destination
• Media Objectives
• Increase website hits, 800 calls and vacation
  guide requests
• Continue to build brand awareness in target and
  niche markets
• Media Strategies
• Focus exposures on the Differentiated Target
  Audiences
• Target Audience base is Vacationers to Selected
  Southern States
• Three Relevant Vacation Market Segments are
  emphasized
• Women Ages 25-54 and HHI 40,000 qualifiers are
  included
• Support peak vacation planning seasons Spring is
  top-priority, followed by Fall
• Optimize partner co-op opportunities, as well as
  collaborate with non-tourism partners for these
  opportunities such as music industry
• Support collaborative marketing efforts such as
  trail project
• Maintain online presence for the increasing
  number of consumers turning to internet for
  travel plans, including emphasis on growing
  popularity of social networks

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Media Campaign Shifts

• Broadcast
• Increase TRPs in the seven near feeder markets
  from 150/week to 175-200/week (total increase of
  525 TRPs 1,800 TRPs to 2,325 TRPs)
• Increase TRPs in the three farther feeder markets
  from 75/week to 150/week (total increase of 300
  TRPs 600 TRPs to 900 TRPs)
• Increase state-wide cable spots from 40
  spots/week to 50 spots/week
• Increase Pay-Per-Inquiry leads from 10,000 to
  12,187
• Include new pilot markets in the Pay-Per-Inquiry
  buy (Austin, Dallas, Houston, Jackson, Meridian,
  Sarasota, Tampa)
• Print
• Increase presence in Southern Living, focusing on
  Discover Tennessee Trail and Byways initiative
  through an advertorial series during Spring
• Decrease the number of Co-Op print opportunities
  that have proven to be unsuccessful (Budget
  Travel, Country Living), and build on those that
  have (Southern Living, Preservation)
• Outdoor
• Take advantage of outdoor PSA opportunity,
  utilizing 12 interstate boards in Chattanooga,
  Knoxville, Memphis and Nashville (three boards
  per market), no charge for media space,
  production cost only
• Boards will be used to build Tennessee brand and
  literally thank our visitors
• Online
• Online efforts will continue to utilize display
  advertising, search word, lead-generation, social
  networks and email programs, but stronger
  resources will be put into building database from
  417,000 to 500,000

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Media Mix
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Broadcast

• Overview
• TV persuades and is a motivating and
  brand-building medium
• TV can target a desired audience based on
  psychographics and geography
• TV provides reach and frequency
• Specific programs/cable networks index very high
  against the target audience
• Recommended dayparts/programming are based on
  audience viewership, CPP and index numbers
  against specific criteria (See media exhibit II
  for specific index numbers)
• Recommended Daypart Mix

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Broadcast

• Spot TV Schedule, 30 spots
• Timing Fall 2009 and Spring 2010
• Run a combination of spot TV and cable in feeder
  markets
• 10 of buy will be cable in each market (Weekend
  and Prime)
• Cable networks will be chosen based on target
  audience indices and will include Lifetime,
  Oxygen, HGTV, Food Network, Bravo, etc.
• Fall 2009 TV
• Network and Cable, 30 spots
• Markets Birmingham, Greenville, Huntsville,
  Lexington, Little Rock, Louisville, Paducah
• Run a combination of network TV and cable
• Four (4) weeks of TV (175-200 TRPs per week for a
  total of 750 TRPs per market)
• Achieves an 85 reach and 8.8x frequency
• MMSI Pay-Per-Inquiry (PPI) TV, 60 spots
• Markets Atlanta, Austin, Cincinnati, Dallas,
  Houston, Indianapolis, Jackson, Meridian,
  Sarasota,
• St. Louis, Tampa
• Spots will run on various selected stations and
  cable networks until total leads are generated
• Run in new pilot markets (Austin, Dallas,
  Houston, Jackson, Meridian, Sarasota, Tampa)
• Co-Op opportunity for Tennessee Tourism partners
  (30 spot combined with 30 Tennessee Tourism
  spot)

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Broadcast

• Spring 2010 TV
• Network and Cable, 30 spots
• Markets Birmingham, Greenville, Huntsville,
  Lexington, Little Rock, Louisville, Paducah
• Run a combination of spot TV and cable
• Nine (9) weeks of TV (175 TRPs per week for a
  total of 1,575 TRPs per market)
• Achieves a 90 reach and 17.5x frequency
• Markets Cincinnati, Indianapolis, St. Louis
• Run a combination of spot TV and cable
• Six (6) weeks of TV (150 TRPs per week for a
  total of 900 TRPs per market)
• Achieves a 87 reach and 10.3x frequency
• Market Atlanta
• Run cable only on networks that index high
  against W 25-54
• Six (6) weeks of cable (100 spots per week for a
  total of 600 spots)
• Markets TN State-wide (Chattanooga, Knoxville,
  Memphis, Nashville, Tri-Cities)
• Run cable only on networks that index high
  against W 25-54
• Six (6) weeks of cable (50 spots per week for a
  total of 300 spots per market)

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Print- Overview

• Print Co-Op
• Offers each partner the opportunity for extensive
  media coverage at reduced rates
• Print has a long shelf-life and allows for repeat
  exposure
• Print indexes high against the target audience
• 106 against W 25-54 Do it All
• 108 against W 25-54 Just Relax
• 110 against W 25-54 See the Sights
• Niche Print
• Offers the opportunity to psychographically
  involve the reader with editorial relevance
• Allows a cost-efficient and targeted approach for
  tourism offerings that fit in
• special-interest groups
• Recommended publications were chosen based on
  target audience, editorial, circulation, CPM,
  index numbers against specific criteria,
  added-value, previous performance and the cost
  offered to TDTD partners

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Print Co-Op Target Market

• Southern Living
• Editorial Reflects Southern interest in homes
  and gardens, travel and
• recreation and food and entertainment
• Southern Living readers are 78 more likely than
  the average U.S. adult
• to travel to Tennessee or Kentucky
• Circulation 1,355,000 (South Central and South
  Atlantic regions)
• Insertions October 2009 and March 2010 (Travel
  Directory)
• Added-Value In-book and online reader service
  and slvacations.com planning tool
• Partner Rate 5,298 Ad size 1/6-pg
• Southern Living (Advertorial Series)
• Circulation 1,595,000 (Regional Circulation)
• Run 2x two-page spread advertorials and 2x
  four-page spread advertorials
• Insertions March 2010, April 2010, May 2010,
  June 2010 (co-op opportunities
• available for advertorial issues)
• - March 2010 Nashville four-page spread
• - April 2010 Smoky Mountains/Knoxville
  four-page spread
• - May 2010 Memphis two-page spread

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Print Co-Op-Target Market

• AAA Living
• Target Chicago/N. Indiana AAA members
• Circulation 514,760
• Insertion March/April 2010 (Southeast Special
  Section)
• Over 20 of Chicagos AAA members have traveled
  to Tennessee in last 12 months
• Good follow-up to Tennessee Sampler 2008s AAA
  sales visits to Chicago
• Added-Value Email blast to 270,000 members and
  reader service listing
• Partner rate 3,233 Ad size 1/6-pg
• AAA Home Away
• Target Ohio area AAA members
• Circulation 533,982
• Insertion March/April 2010 (Tennessee Section)
• Added-Value Email blast to 25,000 prospects,
  banner ad on
• Homeandaway.com and Travelsift.com, reader
  service listing,
• AAA office labels to AAA travel offices
• Partner rate 5,242 Ad size 1/6-pg
• AAA Going Places

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Print Co-Op-Target Market

• Better Homes Gardens
• Target Women with a median age of 49 who are
  passionate about
• their home and the lives they create
• Better Homes Gardens ranks 1 in coverage among
  womens service
• publications
• Circulation 1,923,000
• Region AL, AR, GA, IN, KY, MO, MS, NC, OH, SC,
  TN
• Insertion April 2010 (Special co-op section)
• Added-value Advertorial inclusion, a page within
  the online Tennessee
• Travel Guide, in-book and online reader service
• Partner Rate 6,936 Ad size Large Brochure
  (1/9-pg)
• Oprah (Travel Section)
• Target Women focused on personal growth,
  inspired to try new
• things
• Oprah readers are primary travel decision makers
  (index 123) and
• travel in a party of 3 more family members
  (index 133)
• Circulation 610,000

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Print Co-Op-Target Market

• Southern Lady
• Target Affluent women with a passion for the
  Southern lifestyle
• Regionally-focused editorial on travel, cooking,
  decorating, entertaining
• and shopping
• Southern Lady readers took an average of 4.1
  trips in the last six months
• Circulation 118,000
• Insertion March/April 2010
• Includes bonus advertorial page
• Added-value Advertorial inclusion, in-book and
  online reader response,
• newsletter sponsorship, subscriber database for
  1x use
• Partner Rate 725 Ad size 1/6-pg
• American Road
• Target Individuals who enjoy the adventures of
  driving the back roads
• Editorial Outlines road trip ideas, maps and
  roadside attractions
• Circulation 18,000 (60 of circulation east of
  Mississippi)
• 100 of their readers take two or more road trips
  annually
• Insertions Spring 2010 (Back to Nature) and
  Summer 2010 (Highways and Byways)
• Added-Value Two-page road trip itinerary per
  issue on website, five-minute digital

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Print Co-Op-Target Market

• Blue Ridge Country
• Target Mountain loving empty-nester market all
  within 250 miles of Tennessee
• Editorial Lifestyles and culture of the Blue
  Ridge Mountains, including places to
• see and things to do within the region
• Circulation 90,000
• Region AL, FL, GA, KY, MD, NC, SC, TN, VA, WV
• Insertion March/April 2010 (Head Outdoors for
  Spring)
• Added-Value Online presence, editorial, email
  blast sponsorship
• Partner rate 1,250 Ad size 1/6-pg

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Print Co-Op Niche Market- History Heritage

• Heritage Group
• Target Individuals interested in history and
  heritage
• Magazine insert placed in three respected
  heritage magazines
• Magazines include Civil War Times, Preservation,
  Smithsonian
• Circulation 600,000 (Southeast)
• Insertion April/May 2010
• Added-Value Image on cover, plus up to three (3)
  events
• listed on editorial calendar, reader service and
  website inclusion
• Partner Rate 3,700 Ad size 1/6-pg
• Preservation
• Official publication of the National Trust for
  Historic Preservation
• Insertions October 2009, Jan/Feb 2010 The
  Treasure of the Southeast
• and May/June 2010 Civil War Trails
• Circulation 185,000
• Added-Value Placement on preservationnation.org
• Partner rate 2,312 Ad size 1/6-pg

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Print Co-Op Niche Market- Hunting Fishing,
Nature Outdoors

• Outdoor Life
• Target The outdoor enthusiast, looking for
  information to enhance the
• experience
• Each issue highlights fishing, hunting, camping
  and the outdoor sport that is
• relevant for the time of year
• Circulation 205,300
• Region AL, AK, FL, GA, IL, KY, MS, MO, NC, SC,
  VI, WV
• Insertion March/April 2010
• Includes full-page advertorial and bonus
  advertorial page for TDTD partners
• Added-Value In-book and online reader response,
  online presence
• Partner rate 1,538 Ad size 1/6-pg

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Print Co-Op Niche Market- Culinary

• Gourmet
• Explores how America approaches food, wine,
  travel, restaurants,
• and entertaining with history and heritage
• 67 of Gourmet readers plan to increase their
  travel plans
• Circulation 337,841
• Regional AL, AR, FL, GA, IL, IN, KY, MO, MS, NC,
  OH, SC, TN, TX, VA, WV
• Insertion May 2010 (The all travel issue)
• Gourmet Institute (includes event participation,
  editorial, in-book
• and online integration, e-newsletter)
• Partner rate 3,995 Ad size 1/6-pg
• Taste of the South
• Inspired by the traditional foodways of the
  South, and chronicles
• the people, places and foods of the region
• Each issue highlights culinary destinations
• 66 of readers have taken a trip in the last 12
  months
• Circulation 118,000
• Insertion April/May 2010
• Includes full-page advertorial and bonus
  advertorial page for TDTD partners

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Print Co-Op Niche Market- Group Travel

• Destinations
• Distributed to members of American Bus
  Association, targeting
• motor coach and group tour operators
• Circulation 6,000
• Insertions Sept/Oct 2009 and March/April 2010
• Features Travel resource (The South, Culinary
  Tours, Shopping Guide,
• Museum Guide)
• Added-Value ¼-page editorial for every 2x pages
  of co-op, homepage banner ad
• on buses.org
• Partner rate 620 Ad size 1/6-pg
• ABA Motorcoach Marketer
• Annual directory distributed to members of
  American Bus Association,
• targeting bus and motorcoach operators
• Circulation 5,000
• Insertion November 2009
• Not available for Co-Op

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Print Co-Op Niche Market- Group Travel

• Group Travel Planet
• Editorial Provides information on what is
  currently popular for
• different traditional travel groups
• Circulation 16,000
• Insertions Sept/Oct 2009 and March/April 2010
• Features Gatlinburg, Pigeon Forge, Sevierville
  (featured cities) and
• Tennessee as a featured state
• Added-Value Lead generation
• Partner rate 1,750 Ad size 1/6-pg
• Going on Faith
• Printed specifically for the religious group
  travel market
• Circulation 6,000
• Insertions Feb/March 2010 and April/May 2010
• Features Retreats and Southern Travel Guide
  (Tennessee editorial)
• Added-Value Link and logo on goingonfaith.com
  for one year
• Partner rate 179 Ad size 1/6-pg

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Print Co-Op Niche Market- Group Travel

• SYTA Teach Travel
• Editorial The official publication of SYTA is
  distributed to educator
• and student travel planners throughout the
  United States and Canada
• Circulation 40,000
• Insertion May 2010
• Feature Top Ten North American
  Destinations/Annual Student Handbook
• Added-Value Website presence, advertiser index,
  editorial coverage
• Partner rate 843 Ad size 1/6-pg
• Group Travel Leader
• Informative source of industry new and
  travel-related articles
• Circulation 30,000
• Insertions January 2010 and June 2010
• Features Travel South Tour Planner and Tennessee
  Special Section
• Added-Value Editorial coverage in January issue,
  one-year link on
• grouptravelleader.com, online lead generations,
  ad included on E-pub
• version of magazine
• Partner rate 548 Ad size 1/6-pg

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Print Co-Op Niche Market- Weddings

• Bridal Guide (Honeymoon Destination Supplement)
• A complete resource for engaged couples planning
  wedding
• and honeymoon
• Includes travel editorial in every issue
• Nearly 1/3 of Bridal Guide readers are
  considering a getaway with their
• friends instead of a traditional bridal shower
• Circulation 187,000
• Regional AL, AR, FL, GA, IL, IN, KY, MS, MO, NC,
  OH, SC, TN, TX, VA, WV
• Insertion March/April 2010
• Added-Value Advertorial support, online
  presence, in-book and online
• reader response
• Partner rate 1,500 Ad size 1/6-pg

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Print Co-Op Niche Market- African-American

• American Legacy
• Editorial Focuses on African-American
  contributions to business,
• the arts, education and religion
• 68 of readers are female
• 96 of readers have taken a domestic trip in the
  past 12 months
• Circulation 500,000
• Insertion Spring 2010
• Added-Value TBD
• Partner rate 3,333 Ad size 1/6-pg

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Print Co-Op Newspaper FSI

• Americas Best Vacations
• Target Newspaper readers in the TDTDs target
  markets
• FSI distributed in 19 papers throughout AL, FL,
  GA, KY, MO, MS, NC, OH,
• SC, TN, VA
• Circulation 1,061,500
• Delivered to households with a HHI of 75m who
  expressed an interest
• in travel
• Insertions October 2009 and March 2010
  (Tennessee Section)
• Includes dedicated page in Red Plum FSI
  (Circulation 562,000)
• Added-Value Placement on vacationplanning.net,
  banner ad on all Tennessee
• pages, reader service and 3 million online
  impressions
• Partner Rate 4,300 Ad size 1/8-pg
• Madden STS (Explore the Southeast)
• Target Newspaper readers in the TDTDs feeder
  markets
• Distributed in 18 papers throughout AL, FL, GA,
  IL, IN, KY, LA, MO, NC, OH,
• TN, TX, VA, WV
• Circulation 1,200,000

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Outdoor

• Interstate Boards
• Take advantage of outdoor PSA opportunity, no
  charge for
• media space, production cost only
• Size 14 x 48
• Markets Chattanooga, Knoxville, Memphis,
  Nashville
• Three boards per market for a total of 12 boards
• Posting dates Sept 2009-Aug 2010
• Value 210,000

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Online Overview

• Online marketing benefits Tennessee by reaching
  our target market with relevant marketing
• We provide online exposure while the target is
  making their travel decisions
• We can target by interests, lifestyle,
  demographics and geography
• Consumers are continually increasing their online
  usage. According to eMarketer
• 34 million mothers in the US go online at least
  once a month and moms are the key decision-makers
  for many family purchases including travel.
• In 2008 there were 59.5 million internet users in
  the US
• In 2009 there will be 73.7 million internet users
  in the US
• In 2009 there is 108.7 billion in online leisure
  travel sales forecasted compared to 96.5 billion
  in 2008
• Website partners are evaluated based on
  cost-per-thousand or cost-per-lead, unique
  opportunities, targeting abilities and relevance
  to the target market
• ParamoreRedd in partnership with DesignSensory
  will plan, develop and place all online media and
  online media co-op opportunities

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Online Overview

• 2008-2009
• The 2008-2009 campaign focused on broad reach
  through impactful display advertising covering
  major online media outlets and niche sites
  including geo-targeted national site campaigns
  and local site campaign on sites within our
  geographic foot print
• 65 of the 2008-2009 budget was dedicated to this
  display campaign
• Our email campaign focused on delivering niche
  content to those individuals who went a step
  further in their registration process to indicate
  a preference for these interest areas
• 9 of the 2008-2009 budget was allocated to the
  email campaign and three (3) eNewsletters were
  sent per month
• 1 Co-Op eNewsletter
• 1 Monthly eNewsletter
• 1 Special Interest eNewsletter

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Online Campaign Shift

• 2009-2010
• This years focus will be to build the existing
  TDTD email database of 417,000 to 500,000
  high-quality names equating to better response
  rates in the ongoing email marketing campaign
• As such, lead generation has increased from 10
  to 20 for this fiscal year
• Provide a better one-on-one email-communication
  relationship with the database, by improving the
  eNewsletters quality through dynamic email
  marketing
• The volume of emails sent will be reduced from 9
  million emails in 2008-2009 to 5 million in
  2009-2010
• Pay-per-click budget has increased 11 from last
  year to cost effectively increase the database
• Display advertising is based on last years top
  performing campaigns, and with emphasis on
  database, display advertising is reduced to 40
  from last year

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Online Plan Review

• The online marketing plan for TDTD includes the
  following
• Pay-Per-Click Campaign Delivering targeted
  impressions, click thrus and sign-ups for the
  vacation guide on Yahoo, Google and new Microsoft
  search engine BING
• Lead Generation Plan Delivering approximately
  100,000 qualified leads from sites that target
  our demographic and niche markets
• Email Program Will deliver more than 12
  campaigns and 5 million emails
• Display Advertising Campaign covering major
  online media outlets and niche sites.
• Will deliver 18.4 million ad impressions and an
  anticipated 46 of added value or more
• Mobile Marketing Campaign Including a mobile WAP
  site and a text message (SMS) campaign
• Social Media Marketing Plan Including Facebook,
  Twitter, YouTube, MySpace and the Tennessee blog
  at MyTnStory.com

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Online Pay-Per-Click on Search Engines

• Google Google is the strongest search engine on
  the web and offers highly targeted opportunities
  to reach people who are interested in
  vacationing in Tennessee
• Last year the Google campaign garnered 10,123
  guide requests
• Yahoo! Yahoos audience, while smaller, is
  still a strong player in search marketing
• Last year the Yahoo campaign garnered 3,636 guide
  requests
• FY 2007 435,000
• FY 2008 235,861
• FY 2009 280,851

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Online Pay-Per-Click on Search Engines

• For 2010
• PPC will be the driving force behind local
  targeting
• Targeted impressions 20,351,449
• Targeted click thrus 280,851 clicks
• Targeted leads 52,800
• Targeted cost per lead 5.00
• Heavy presence during TV flights to support
  increased web traffic
• Geo Targets September, October Birmingham,
  Greenville, Huntsville, Lexington, Little Rock,
  Louisville, Paducah
• Geo-Targets March, April, May Atlanta,
  Chattanooga, Knoxville, Memphis, Nashville,
  TriCities, Birmingham, Greenville, Huntsville,
  Lexington, Little Rock, Louisville, Paducah

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Online Email Marketing Lead Generation

• Email Marketing Program
• Reaches potential visitors who have specifically
  requested information about vacationing in
  Tennessee.
• About our database
• It includes more than 423,000 email addresses
• More than 100,000 of them were collected between
  June 2008 and June 2009
• All of the individuals in our database requested
  a Tennessee Vacation Guide and that TDTD
  communicate with them via email about events and
  attractions in Tennessee
• They live primarily within a 250-mile driving
  distance to Tennessee
• Many have shared their specific interests, such
  as music arts, nature outdoors, shopping, etc.

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Online Email Marketing Lead Generation

• Email Marketing Program
• A monthly state eNewsletter delivers to the most
  active portion of the database. While this is a
  smaller audience than the Monthly Co-Op
  eNewsletter audience, it is a highly interested
  group in a less competitive advertising space
• Each month a dynamic special-interest email will
  be sent to people who have signed up for either
  History and Heritage, Music and Arts, Nature and
  Outdoors, or Theme Parks and Attractions emails
• These subscribers have gone a step further than
  just requesting a guidethey have also indicated
  their interest in one or more of these specific
  categories
• New this year each quarter each email
  subscriber will receive a Tennessee State Parks
  dedicated eNewsletter that will highlight new
  Discover Tennessee Trails project

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Online Email Marketing Lead Generation

• How does dynamic email marketing work?
• When subscribing to the your eNewsletter
  campaign, the consumer is prompted to update
  their profile
• By selecting a series of special interests the
  consumer will indicate the information they would
  like to receive
• The consumer will receive a monthly eNewsletter
  that is customized based on the interests the
  consumer has selected. This email populates
  dynamically and automatically through the email
  service provider setup. The result is one email
  design- one email blast- but a custom experience
  for every email subscriber

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Online Email Marketing Lead Generation

• If they choose Nature and Outdoors special
  interest their Monthly eNewsletter looks like
  this- with Nature and Outdoors content from
  across the state

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Online Email Marketing Lead Generation

• If they dont choose a special interest their
  Monthly eNewsletter looks like this- with varied
  content from across the state. Only one special
  interest per month is sent to ensure the special
  interests do not overlap

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Online Email Marketing Lead Generation
Current Database Statistics at Delivery Times

• 29,000 email addresses Nature and Outdoors
• Sent in October, February and June
• 21,000 email addresses Theme Parks and
  Attractions
• Sent in July, November and March
• 13,000 email addresses History and Heritage
• Sent in September, January and May
• 4. 11,500 email addresses Music and Arts
• Sent in August, December and April
• 117,000 email addresses Monthly eNewsletter
• Delivers the the third Thursday of every month
• 423,000 email addresses COOP eNewsletter
• Sent every month

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Online Mobile Marketing

• Currently the Tennessee Department of Tourist
  Development has implemented a test mobile
  campaign with Bristol Motor Speedway and GAC
• During this campaign Tennessee is testing the
  propensity of the mobile audience to opt-in to a
  Tennessee offer through calls-to-action displayed
  in a variety of mediums
• Evaluation of this 3-month test will provide
  learnings that will be applied to the full- scale
  2009/2010 fiscal year mobile partner
  recommendation at the end of August, that
  possibly will include partner co-op
  opportunities.
• The Tennessee mobile strategy will include 10,000
  SMS messages per month and a mobile WAP site

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Online Marketing Display Summary of display
advertising placements
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Online Display

• TripAdvisor.com
• Investment 30,000
• eCPM 17.50
• Impressions 1,714,200
• Rationale
• 64 of online travel planners claim to go to Trip
  Advisor first when researching a destination
• Trip Advisor offers Tennessee a custom online
  advertorial (mini site) that is an extension of
  the Tennessee Vacation brand and links to various
  places on tnvacation.com
• Trip Advisor has created the most leads out of
  any site in the 2008/2009 plan
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2010 April 30, 2010
• Site Details
• Monthly Unique Visitors 25 Million
• Female 56.4

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Online Display

• Orbitz.com /Away.com
• Investment 15,000
• eCPM 14
• Impressions 1,071,400
• Rationale
• These three sites offer custom sponsorship
  opportunities on contextually relevant
• placements
• Orbitz offers sponsorship on confirmation
• emails this is a wonderful chance to promote
• the Tennessee Vacation guide
• Orbitz/Away/Cheap Tickets offers highly
• qualified leads at a reasonable price along with
  sponsorship to those who are coming to
• Tennessee
• Flight Dates
• September 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 12 Million 58 Female

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Online Display

• Travelocity.com
• Investment 15,000
• eCPM 20
• Impressions 750,000
• Rationale
• Pioneer in online travel offered in 12 languages
• Travelocity has created over 200 pages that are
  designed to rant on page for natural search of
  the site (they have created their own search
  engine)
• Travelocity can target those who are shopping for
  travel in Tennessee 
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2009 April 31, 2009
• Site Details
• Monthly Unique Visitors 12 Million
• Female 56

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Online Display

• Weather.com
• Investment 20,000
• eCPM 9
• Impressions 2,222,200 
• Rationale
• Weather.com is a trusted website in which users
  frequently visit to find information on weather
  as well as interest sections that target
  lifestyle behaviors
• 28.8 of Weather.com users have traveled
  domestically within the past 3 months
• Weather.com has niche sites site as Eco Friendly
  Vacations and Parks and Recreations
• Flight Dates
• September 1 September 30, 2009
• March 1 March 31, 2010
• Site Details
• Monthly Unique Visitors 39 Million
• Female 50.9

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Online Display

• Hulu.com
• Investment 20,000
• eCPM 27
• Impressions 740,700
• Rationale
• Hulu is a fast growing, online television
  streaming that is being adopted at a 200 rate
  since July 2008
• Hulu is the 1 online premium video marketplace
  (as compared to CBS.com, ABC.com, NBC.com, etc)
• Hulu provides minimum interruption, but brands
  the television program in the beginning, middle
  and end that is dedicated to one advertiser
• Flight Dates
• September 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 40 Million
• Female 42

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Online Display

• AOL, Inc. (AOL Travel, AOL Living, MapQuest)
• Investment 11,128.50
• eCPM 6
• Impressions 1,854,750
• Rationale
• MapQuest is an opportunity for the Tennessee
  brand to appear alongside relevant content and
  tools that potential customers use every day
• AOL Travel and AOL Living have geo-targeting,
  demo-targeting and behavioral targeting
  capabilities so TDTDs ads can be targeted within
  a 250 mile radius towards women between ages of
  25-54 that frequently search travel related terms
  and travel-related websites
• Flight Dates
• September 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 55.8 Million
• Female 55

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Online Display

• SouthernLiving.com 10Best.com
• Investment 11,128.50
• eCPM 14
• Impressions 794,857
• Rationale
• Southernliving.com is a publication and website
  that is a dedicated resource for people who are
  interested in the southern lifestyle including
  info on food, gardens, home design, travel and
  healthy living
• 10Best.com focuses on U.S. destinations with
  extensive coverage of local attractions including
  what to see, where to eat and stay and historical
  relevance 
• Flight Dates
• September 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 2.5 Million
• Female 76 Female

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Online Display

• FoodTV.com GAC.com (Scripps)
• Investment 20,000
• eCPM 14
• Impressions 1,428,500
• Rationale
• GACTV.com reaches the niche audience of musice,
  specifically country music
• FoodTV.com reaches the niche audience of culinary
  and can be targeted towards Tennessee related
  content
• FoodTV.com is a great way to tie in the culinary
  website promotions
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2010 April 30, 2009
• Site Details
• Monthly Unique Visitors 6.3 Million
• Female 62

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Online Display

• Pandora.com
• Investment 20,000
• eCPM 20
• Impressions 1,000,000
• Rationale
• 1 online radio site to hit your exact target by
  age, gender, and geo-targeting
• 1 traffic driver from media plan to
  tnvacation.com in 2008/2009
• Custom sponsorship opportunities that fit in with
  the music niche in Tennessee
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2010 April 30, 2009
• Site Details
• Monthly Unique Visitors 6.8 Million
• Female 48

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Online Display

• North American Membership Group
• Huntingclub.com
• Fishingclub.com,
• Cookingclub.com
• Historychannelclub.com
• PGA Tour Partners Club
• Investment 7,000
• eCPM 5
• Impressions 1,400,000
• Rationale
• Reaches the niche markets of History and
  Heritage, Golf, Culinary, Fishing and Outdoor
  Enthusists/Hunting
• Membership based websites with members
  that are dedicated to
  these interest groups
• Flight Dates
• September 1, 2010 June 30, 2009
• Site Details
• Monthly Unique Visitors 381,000
• Female 29 (Average)

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Online Display

• CivilWar.com
• Investment 500
• eCPM 0.16
• Impressions 3,125,000
• Rationale
• CPM extremely low
• A common portal bringing together students,
  educators, historians, and travelers
  specifically focusing on civil war history
• They are committed to expanding the Travel and
  tourism information and have dedicated a section
  of the site to this subject
• Flight Dates
• September 1, 2009 June 30, 2009
• Site Details
• Monthly Unique Visitors 93,795
• Female 53

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Online Display

• PreservationNation.com
• Investment 4,500
• eCPM 7
• Impressions 642,800
• Rationale
• PreservationNation.org is the website of the
  National Trust for Historic Preservation and
  reaches an audience with a passion for historic
  preservation (in line with sustainable tourism)
• Heritage Travel is launching at the end of the
  summer and will be a premiere online travel
  community in which people share heritage rich
  experiences
• The National Preservation conference will be held
  in Nashville in October and Tennessee will be
  highlighted during this time
• Flight Dates
• September 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 130,000
• Female 52

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Online Display

• SoulofAmerica.com
• Investment 5,000
• eCPM 7
• Impressions 714,000
• Rationale
• The only comprehensive, award-winning and highest
  traffic black travel website
• Currently going through marketing efforts to
  boost traffic from search engines
• Guarantee 900,000 page views per month from
  dedicated audience
• Flight Dates
• February 1, 2010 April 30, 2010
• Site Details
• Monthly Unique Visitors 34,000
• Female 70

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Online Display

• Demand Media (Trails.com, Fishingworks.com)
• Investment 5,000
• eCPM 6.50
• Impressions 769,200
• Rationale
• Comprehensive trail source on the internet
• Reaches the niche markets of hikers, campers and
  outdoor enthusiasts
• Focuses on user experiences, user reviews and
  ratings of outdoor adventures instead of retail
  focused
•  Flight Dates
• September 30, 2009 June 30, 2009
• Site Details
• Monthly Unique Visitors 1.4 Million
• Female 56.8

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Online Display

• BridalGuide.com
• Investment 5,000
• eCPM 16
• Impressions 312,500
• Rationale
• Bridal guide is a premiere wedding website and
  offline magazine where brides go to for all
  aspects of planning their wedding
• Primarily female audience
• Exposure on the destination/honeymoon section
• Flight Dates
• September 1, 2009 November 30, 2009
• March 1, 2009 June 30, 2010
• Site Details
• Monthly Unique Visitors 23,000
• Female 63

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Online Display

• Burst
• Investment 6,500
• eCPM 6
• Impressions 500,000
• Rationale
• Burst has two networks that TDTD has trouble
  reaching with one publisher Baby Boomer
• Network and Green Network
• Burst has the ability to geo-target and demo
• target women 25 54
• Site examples Boomster, Cooks.com,
  Fiftiesweb.com
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2010 April 31, 2010

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Online Display

• VideoEgg
• Investment 6,500
• eCPM 6
• Impressions 500,000
• Rationale
• Video network that reaches users on AIM,
  Facebook, TwitPic (application used to upload
  pictures to twitter) and TVGuide
• VideoEgg creates rich media ad units that are
  billed only on engagements, which is when someone
  watches the video within the ad
• VideoEgg can geo-target, demo-target by age and
  gender, and target by online behavior
• Flight Dates
• September 1, 2009 October 31, 2009
• March 1, 2010 April 31, 2010

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Online Social Networks

• Continued presence and chatter on
• Facebook
• Twitter
• You Tube
• MySpace
• 2009 2010 initiatives includes
• Social media surveys
• Chatter testing
• YouTube contest
• Integration into offline campaigns
• Budget for large scale social Big Idea
• Additional sub fan pages for niches
• Soliciting a fan street team
• Increase Facebook fans to 100,000

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Online Co-Op Opportunities

• Email Marketing
• This comprehensive program will helps the partner
  position your destination, attraction or business
  to the audience most likely to walk through your
  door.
• Partners can purchase the following
• Sponsored ad in state eNewsletter
• Sponsored article or ad in the Co-Op eNewsletter
• Sponsored article or ad in special interest
  eNewsletter
• Book Now
• Ready to book now? Visit http//paramoreredd.com/e
  mail-marketing/book-now/
• Or reach out to Amanda Durand at 615.324.8997
  adurand_at_paramoreredd.com

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Online Co-Op Opportunities

• Premium Article330-by-190-pixel image with
  paragraph 3000
• Sponsored Article 1121-by-87-pixel image with
  paragraph 2000
• Sponsored Article 2121-by-87-pixel image with
  paragraph 2000
• Sponsored Article 3121-by-87-pixel image with
  paragraph 2000
• Sponsored Article 4121-by-87-pixel image with
  paragraph 1500
• Participant Ad150-by-525-pixel image 2000
• Text Event 1 750
• Text Event 2 750
• Text Event 3 750
• Book Now
• - Visit http//paramoreredd.com/email-marketing/b
  ook-now/
• Or reach out to Amanda Durand
• at 615.324.8997 or adurand_at_paramoreredd.c
  om

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Online Co-Op Opportunities

• Display Marketing
• There are two opportunities to participate in a
  co-op program that will allow the partners to
  promote their city, attraction or special
  offering to millions of potential visitors on
  national websites such as Weather.com and
  Expedia.com and local feeder market sites in
  cities such as Atlanta, St. Louis and
  Indianapolis
• The benefit is that the State has already
  reserved space on these sites and negotiated
  rates well below rate-card prices.
• There are no monthly minimums. ParamoreRedd
  helps create and manage the media buy
• All the placements are geo-targeted to the
  250-mile driving radius

Book Now Call Amanda Durand at 615.324.8997
adurand_at_paramoreredd.com
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Online Co-Op Opportunities

• Opportunity 1 Co-Branded Campaign
• Double the amount of impressions of normal media
  buy while cutting your costs in half due the
  States contribution of purchasing 50 of the
  impressions and splitting the cost with you 50/50
  
• The viewer has the ability to click to
  TNVacation.com or your website allowing the
  consumer a choice of what to explore in Tennessee
  
• This option allows you to drive traffic to your
  website at half the price. ParamoreRedd will
  produce the creative and handle all aspects of
  the buy

Book Now Call Amanda Durand at 615.324.8997
adurand_at_paramoreredd.com
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Online Co-Op Opportunities

• Opportunity 2 Exclusive Campaign
• Option 2 affords you 100 share of voice with
  each impression.
• The states annual commitments will be increased
  on the chosen sites from the states existing
  display media plan to accommodate your EXCLUSIVE
  messaging.
• Benefit from record low cost-per-thousand rates
  negotiated with partner sites on behalf of the
  state.
• Avoid expensive site campaign and monthly
  minimums. For a partner to participate it is
  mandatory that they provide their own banner
  creative.
• ParamoreRedd will be available as needed for
  creative consultation and recommendations.

Book Now Call Amanda Durand at 615.324.8997
adurand_at_paramoreredd.com
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Media Exhibits (Appendix)
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TDTD Niche Targets

• Secondary target audiences defined by specific
  interests
• Music
• Nature Outdoors
• History Heritage
• Fishing Hunting
• Culinary
• Group Travel
• Weddings
• African-American
• Hispanic

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TDTD Niche Targets

• Weddings
• Most likely to fall into the Here to do it all
  TA segment
• Demographically, strong skew to younger age
  groups (lt34 years old)
• Heavy magazine and internet users while in
  planning stages
• If traveling domestically for honeymoon, most
  likely to travel to the South
• Group Travel
• Most likely to be found in the Here to see the
  sights segment
• Demographically, there is a skew to the Age 65
  group and a slight skew to a marital status of
  Divorced/Widowed/Separated
• Average HHI 61K
• Strongest indices for TV viewing
• Music
• Most likely to fall into the Here to do it all
  TA segment
• Demographically, this niche TA is younger, more
  affluent, better educated and more likely to be
  single than the population at-large
• 54 female/46 male
• Average HHI 73K
• Media habits skew to magazines and internet

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TDTD Niche Targets (contd)

• History Heritage
• 56 female/44 male
• Demographically, this niche is older 45 and
  better educated than the average adult
• Majority will travel to the South and travel
  1,000 miles round trip
• Media habits tend towards magazines and internet
• Culinary
• Found in all three recommended TA segments
• 52 female/48 male
• This niche is older 45, more affluent and better
  educated
• Average HHI 68K
• Media habits skew to magazines, internet and
  select cable networks
• Nature Outdoors
• Most likely to fall into the Here to do it all
  TA segment
• Demographically, this niche TA is younger (age
  35-54), more affluent, better educated and more
  likely to have kids than the population at-large
• 57 male/43 female

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