R U Ready Syracuse Area Destination Direction

1
R U Ready?Syracuse Area Destination Direction

• Syracuse Convention and Visitors Bureau
• November 21, 2008

2
(No Transcript)
3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
Traveling

• Leisure
• Convention
• Business
• Group
• Sports

7
External Force 1Create a Reason to Travel
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
External Force 2Time is still a factor
12
(No Transcript)
13
Average Number of Vacation Days Around the World
Per Year
Source World Tourism Organization (WTO).
2007 International Vacation Deprivation Survey
Results
14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
External Force 3Know thy Customer
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
External Force 4Lifestyle
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
External Force 5Luxury (Good, Bad or Ugly)
27
External Force 6Push Dont Pull
28
(No Transcript)
29
(No Transcript)
30
(No Transcript)
31
Push Concepts

• Offers
• Itineraries
• Must see or do lists
• Suggested actions
• All-inclusives
• Packages
• WWCLD

32
What Would the Cruise Lines Do?
33
External Force 7Technology is our friend
34
(No Transcript)
35
(No Transcript)
36
(No Transcript)
37
External Force 8Sustainability
38

39
(No Transcript)
40
Projections Leisure Travel

• 71 expect to travel in next 6 months
• Key decision points
• Value
• Service
• Package
• Trading down
• Non-travelers rate family budget as the key
  constraint to travel
• Supplants time poverty

41
Projections Business Travel

• 50 NBTA members expect business travel to grow
  in 2009
• Responses to economy
• 56 taking cost cutting measures
• 53 are cost cutting across the board
• 39 are reducing the number of meetings
• 23 are seeing no impact
• 22 are utilizing public transportation

42
Projections Business Travel

• Responses to changes in air service
• 51 sending less employees to conferences
• Encouraging Saturday night stay-overs
• Impact on accommodation sector
• 65 are using more mid-range branded properties
• 37 are cross shopping to get prices below
  negotiated rates
• Mid-year renegotiations
• Multi-year rate deal signings

43
Projections Conference Travel

• Impacted by
• Economic pressures
• Budget constraints
• Less or scaled-back events
• Reducing frills promotions
• Travel bans
• Technology pressures
• Transparency
• Teleconferencing
• Generational dynamics
• Audience needs
• Emphasize value and overall experience

44
Projections Conference Travel

• Business Services
• Sports/Travel/Entertainment
• Industrial/Equipment
• Healthcare
• Raw materials

• Consumer goods
• Food
• (except local or low cost)
• Building/Construction
• Communication/IT
• Transportation

Wild card Government Non-profit
45
(No Transcript)
46
Purple Cow

• Stay out of the middle
• Reach beyond the transaction
• Be compellingly unique
• Create legends

47
External Forces Roundtables
48
Rules for External Forces

• Need someone to take notes
• Need someone to present
• All ideas are good ideas

49
2007 Direction Revisited
50
2007 External Forces

• Shorter trips (Time Distance)
• Influence those that can be influenced
• Image is Everything
• Excitement
• Adult Atmosphere
• Family Friendly
• Popular
• Unique

51
2007 External Forces

• Utilize technology
• Conversion depends upon
• Accessibility
• Affordability
• Safety
• Things to Do
• Climate
• High consumer demands

52
Research Revelations

• Important Outcomes from
• Visitor Intercept Study

53
Family Friendly?

• Overall 86.18 of trips are adults only
• Leisure 73.3 adult only
• Leisure family travel is only 26 of market

54
Been there, Done that

• Repeat visitation is high 67 overall
• Repeating common 59 multiple trips
• Most first time visitors are leisure 56

55
What is Your Purpose?
Business 69 Meeting/Convention 27
Business 70 Meeting/Convention 20
Shopping 69 Trip for Women Only 12 Personal
Business 12 Visiting Friends and Relatives
11
56
What are you doing?

• Shopping 46 overall (74 leisure)
• Business 35 overall
• Driving/Sightseeing 18 overall
• Meeting/Convention 14 overall
• Walking Downtown 14 overall

57
Spending Speaks
Total - 376.35
Total - 186.95
Total - 279.73
58
Planning, Planning, Planning

• Internet heavily used 44 overall
• 60 leisure use of Internet planning tools
• www.visitsyracuse.org
• Hotel websites
• www.syracuse.com
• Short travel planning cycle
• 1 month before travel 33
• 2 weeks before travel 29
• 1 week before travel 25

59
Visitor Satisfaction

• Overall visitor marks 4.27
• Room for improvement
• Shopping
• Trips for women only
• Dining options
• Museums
• Boating
• Sports events
• Glaring concerns
• Visitor information signage

60
(No Transcript)
61
Image Building Blocks
Shopping
62
Cuisine
63
Arts Culture
64
Sports Recreation
65
Pampering
66
(No Transcript)
67
Fulfilling the 2007 Direction

• Marketing
• Public relations
• Direct marketing
• Advertising
• Sales
• Tradeshows missions
• Follow-up
• SHARE A CUSE
• Services

68
Advertising - Consumer

• 2007
• State travel guides (I Love NY, Golf, etc)
• Limited additional outreach
• 2008 Beyond
• Addition of targeted television radio
• Addition of online newspaper ads
• Heightened use of newspaper inserts

69
(No Transcript)
70
(No Transcript)
71
Online Advertising
72
Online Advertising
73
Public Relations

• 2007
• Attend tradeshows
• Generate distribute press releases
• Build relationships with media representatives
• Emphasis? Grow database of media contacts
• 2008 Beyond
• Orchestrate targeted media education blitzes
• Initiate targeted PR direct marketing campaigns
• Increase the distribution of media releases

74
Public Relations

• Public Relations Tools

75
Public Relations PA 7/31

• Interviews
• Connections (Circulation 21,000) Tabloid-style
  magazine that targets Central Pennsylvania
  residents with recommendations on activities to
  do in the area and travel spots short distances
  away.
•  
• The Citizens Voice (Circulation 32,000) Daily
  newspaper and member of The Times-Shamrock
  Newspaper Group, which also owns The Wilkes-Barre
  Times Leader and The Scranton Times Tribune. 
•  
• Journal Newspapers (Circulation 23,000) A
  newspaper group that publishes several
  publications including a monthly travelers guide,
  a monthly community magazine and a weekly
  newspaper.
•  
• WBRE-TV NBC affiliate for Scranton that produces
  a One Tank Trip series featuring travel
  destinations within a short distance.
•  
• Results
• Connections CVB has written two articles
  featuring Syracuse attractions for both the
  September and the November/December issues.
  Another article is scheduled to appear in the
  February issue.
•  
• The Citizens Voice Article appeared in September
  7 edition featuring Penn State game, Express
  movie premier, Michelangelo exhibit as well as
  many local businesses.

76
Public Relations Albany 8/26

• Interviews
• Capital 9 News 24-hour news channel, and sister
  station to News 10 Now, that reaches the capital
  region. Coverage is shared with other 24-hour
  news stations around New York State including the
  New York City, Rochester, Syracuse and Buffalo
  markets.
• Albany Times-Union (Circulation 89,256) Daily
  newspaper serving the New York Capital region
  that provides the latest news, weather,
  entertainment and sports information.
• Results
• Albany Times-Union Is planning on featuring
  Syracuse in an upcoming travel story. Editor
  works two to three months ahead, so timing is
  still being determined.

77
Public Relations Ottawa/Kingston 10/29 30

• Interviews
• CHRO-TV The CTVglobemedia Inc. affiliate for the
  Ottawa, Ontario market. A Morning newscast
  features a variety of reports on the people,
  places and events in Ottawa, Ontario and the
  surrounding Valley area.
• CJOH-TV The CTV affiliate for the Ottawa,
  Ontario market. Noon news program features news,
  sports and features stories from around the
  region as well as in-studio interviews.
• CKWS-TV Ts the CBC affiliate for the Kingston,
  Ontario market. The station is owned by Corus
  Entertainment Inc. and features local, regional
  and national news and features stories.
• Getaway Travel Leisure Magazine (Circulation
  30,000) Distributed free of charge throughout
  Ottawa and provides readers with recommendations
  on places to travel and interesting things to do
  in Ottawa.
• Kingston Life Magazine (Circulation 15,000)
  Features local news and entertainment, dining,
  shopping, finance, wine, people and home life for
  residents of Kingston.
• Ottawa Life Magazine (Circulation 40,000) A
  magazine for the residents of Ottawa, Canada that
  focuses on news, the arts, entertainment,
  politics and sports. Inserted into issues of
  Globe and Mail delivered to Ottawa residents.
• Ottawa Citizen (Circulation 121,664) The
  primary daily newspaper written for residents of
  central and greater Ottawa, ON. The regular
  edition comes with various weekly sections, such
  as business and high-technology, food and style.

78
Public Relations Ottawa/Kingston 10/29 30

• Results
• CHRO-TV Featured a taped segment on Syracuse
  during a series on close getaways. D. Bryant
  discussed things happening in Syracuse during the
  winter. Segment featured a free getaway to a
  viewer.
• CJOH-TV Featured a live interview with D. Bryant
  during the noon news program. Topics included
  things happening in Syracuse and incentives for
  Canadian travelers to visit Central New York
• Getaway Travel Leisure Magazine Would like to
  coordinate with CVB partners to feature Syracuse
  in a multiple-page spread section in an upcoming
  issue. Section would feature editorial about
  Syracuse attractions and participants would get
  discounted advertising rates.
• Ottawa Life Magazine Would like to partner with
  CVB partners to feature Syracuse in multiple-page
  spreads in both the January/February and June
  issues. Issues would feature editorial coverage
  on activities, attractions, accommodations, etc.
  Advertising partners would get discounted rates
  for the January/February rates. June rates would
  be half the amount paid for the January/February
  issue.

79
(No Transcript)
80
Direct Marketing

• 2007
• Targeted emailer programs
• Rented geo-lists to build opt-in levels
• Parks, attractions, packages events
• Grow inventory of permission-based contacts
• 2008 Beyond
• Addition of targeted direct mailing campaign
• Highlight events, entertainment, food and fun
• Emphasize a purchase decision

81
Emailer program
82
Sales Group, Convention Sports

• 2007
• Heighten targeted, local convention related
  connections (SHARE A CUSE)
• Heightened use of targeted hit lists
• Targeted sales events (Quantity Quality)
• 2008 Beyond
• Establish a defined SHARE A CUSE campaign
  including incentives and educational events
• Higher conversion rates

83
Visitor Services

• 2007
• Extend superlative service (Pinnacle Award)
• Weave technology into on-site services
• Create stronger connection with sales
• Update print collateral
• Continue to maximize presence at Preble
• Revise and expand website capabilities
• 2008 Beyond
• Expanded programming

84
(No Transcript)
85
(No Transcript)
86
Inquiries (Phone Email)
Total inquiries down 55
87
YTD Absolute Unique Visitors up 19
88
Inquiries (Phone Email)
Program inquiries up 90
YTD inquiries up 49
89
Emailer Programs

• Open Rate
• Industry Avg. 25
• SCVB Avg. 26
• Click-thru Rate
• Industry Avg. 10
• SCVB Avg. 17

90
Yeah, but does it work?
ROI moved from 211 to 391 in four years
411 ROI in 2003
91
Sales Results

• Year Conversion Rate
• 2006 51
• 2007 51
• 2008 57
• 104,210 delegates confirmed for 76 events booked
  in 2008 valued at 67 million for the community.
  (28,090 room nights)

92
2009 Strategic Direction
93
Planning for 2009

• Address changes in external forces
• Continue to build on the 2007 direction 2008
  progress
• Continue to focus on target audiences
  geographic markets
• With a special focus on Ottawa/Kingston
• Leverage current knowledge/build additional
  knowledge base
• Leverage the new awareness of Syracuse and the
  relationships developed
• Add new elements to the campaign to complement
  media outreach and broaden campaign scope

94
Our PURPOSE is to

• Drive destination awareness
• Build destination image
• Generate destination conversion
• Conventions and meetings
• Sporting Events
• Group Tours
• Consumers
• Facilitate customer satisfaction

95
Fulfilling our Purpose

• Marketing
• Advertising
• Public Relations
• Direct marketing
• Online promotions
• Sales
• Tradeshows missions
• Follow-up
• SHARE A CUSE
• Services

96
External Force 3Know thy Customer
97
(No Transcript)
98
External Force 1Create a Reason to Travel
99

• Reconnect

Escape
Stress-out gotta get away
Family
Freedom
Reunion
History
Renewal
100
Planning for 2009

• Television
• Our geographies and demographics are still the
  same, therefore a similar approach (as 2008) will
  be employed
• Cable Networks
• Food / HGTV / Bravo / Travel / USA Network /
  Lifetime / TLC
• Targeted female programming
• Targeted days / dayparts
• 3p 11p M-Su
• Driving the target online to VisitSyracuse.org

101
Planning for 2009

• Television
• Our buy was different for Ottawa/Kingston had
  to buy network TV instead of cable Canadas
  cable is national coverage not just
  Ottawa/Kingston
• Continue to look at the potential for a similar
  network buy that delivers the target audience
• Explore other media buying opportunities to reach
  this audience from cost-effective standpoint
• Radio
• Online

102
Planning for 2009

• Radio Advertising
• A new element to the campaign
• Complements the television campaign
• Adds frequency to the campaign
• Will explore purchases on stations that deliver
  our target audience

103
External Force 2Time is still a factor
104
Planning for 2009

• Continued PR Support
• Building additional media relationships
• Continued channeling of new information

105
(No Transcript)
106
Thursday, October 30  (noon newscast) CJOH-TV
(the CTV affiliate for the Ottawa, Ontario
market) Broadcasts locally on channel 13
107
2009 Public Relations Tactics

• Media blitzes into target markets
• Attend Tradeshows
• PRSA Travel Tourism Section Kansas City
• Distribute tourism related partner press releases
  - Send to dbryant_at_visitsyracuse.org
• Build local media relationships
• Push packages to media

108
External Force 6Push Dont Pull
109
2009 Visitors Guide

• Partnership with Post Standard
• 59 greater reach
• Significant savings for advertisers
• Seasonally topical
• Magazine format

110
Planning for 2009

• Direct marketing
• Traditional
• Exploring targeted audiences in qualified
  meetings/convention market segments
• Building leisure destination mail piece for
  targeted geo-areas
• Electronic
• Continued use of the CVBs ongoing emailers

111
2009 Email Marketing Tactics

• Distribute 12 emailers
• Target along key feeder markets
• Engage with upcoming events
• Include promotional giveaway offer

112
2009 Conventions Push Strategy

• Advertising
• Direct mail
• Laptop giveaways
• SHARE A CUSE program
• Airport Signage
• CVBHotRates.com

113
2009Direct Mail Marketing

• Cooperative marketing initiative with Oncenter
  Complex
• Highly targeted, very qualified audience
• Personalized message
• Approximately 8,000 piece mailing

114
CVBHotRates.com

• Short-term business
• Database of CVB space, dates, and rates
• Only CVB in New York State
• Database of 70,000 meeting planners
• Over 10,000 RFPs generated

115
(No Transcript)
116
WWCLD?
117
Offers

• Surprise Me pass

118
Offers

• Coupon booklet
• Specials (website emailers)
• Give aways through media
• Text message blasts

119
Packages

• Thematic Package Development
• Offer value experience (NOT DISCOUNT!)

120
2009 Group Tour Sales Tactics

• Tradeshows Sales Blitzes
• Receptive Services Association of America (RSA)
  New York, NY
• Ontario Motor Coach Association (OMCA)
  London, ON
• DONYS Canadian Sales Blitz - Ontario
• Student Youth Travel Association Norfolk, VA
• Educational opportunities
• AAA Offices
• CAA Offices

121
External Force 4Lifestyle
122
(No Transcript)
123
Syr-art-cuse.com

• 2009 Davies Sisters exhibit Everson Museum
• Overnight stays
• Th3 promotions
• Local galleries and studios
• Museums
• Performances
• Connective corridor
• Other points of engagement

124
SAGA

• Build golf packages
• Provide direct promotion through golf shows
• Membership for
• Golf courses
• Accommodations
• Affiliated businesses

www.GolfSyracuse.org
125
ShopSyracuse.org

• Microsite
• Advertising supported
• Shopping related offers
• Shopping related news items
• Highly targeted outreach program

126

• Microsite
• High-quality collateral piece
• Concentrated sales initiatives
• Concentrated services programs

127
External Force 7Technology is our friend
128
Planning for 2009

• Online
• Online is an important component of the campaign.
  TV gives Syracuse a visual element, the online
  reinforces the TV message and positioning and
  drives traffic immediately to the web site
• Very measurable media
• Future plans
• Continued online purchases including run-of-site
  banners, enewsletters
• Exploration of a Google Adwords campaign
• Utilization of offers/promotions online to drive
  traffic to the Web site

129
2009 Technology Enhancements

• Online Store
• Booking engine
• Microsites (Green, Shopping, Arts)
• Mobile application
• Social networking (Facebook, MySpace, Twitter)

130
(No Transcript)
131
(No Transcript)
132
(No Transcript)
133
(No Transcript)
134
External Force 8Sustainability
135
2009 Sustainability Tactics

• Established Green Committee to enhance our sales
  effort
• Inventory of product offerings
• Targeted sales effort

136
External Force 5Luxury (Good, Bad or Ugly)
137
2009 Sales Tactics

• Marketing to Sales
• Utilize our tools and consistent message to open
  the door
• Resource Directory
• Sell to our strengths
• Target and Qualify Leads-niche markets

138
Sales Tactics contd

• Sales Strategies and Communication
• Top Client List
• Increase RFPs and partner communication
• Enhanced client proposal presentation
• URGENCY!

139
2009

• Overall Campaign
• Lead generation qualification
• In-region sales events

140
2009 Convention Tradeshows

• Religious Conference Management Association
  (RCMA) Grand Rapids, MI
• Destination Showcase Washington, DC
• The Reunion Network Fredericksburg, VA
• Empire State Society of Association Executives
  (ESSAE) Saratoga Springs, NY
• American Society of Association Executives (ASAE)
  Toronto, ON
• Connect Marketplace Las Vegas, NV
• The Reunion Network TBD
• Rejuvenate Birmingham, AL

141
2009 Convention Sales Missions

• Sales trips (average 6 total sales days per month
  in Albany)
• Religious Market local mission January
• Medical Market local mission February
• Educational Market local mission March
• Albany Meeting Planner Event March
• Albany Meeting Planner Sales Blitz May
• Medical Market local mission September
• Cornell Educational Market mission September
• Albany Meeting Planner Event October

142
2009 Sales Tactics - Sports

• Sales to niche markets
• Youth sports
• Regional/National events
• Traditional vs. non-traditional
• Sports Initiatives
• Sports Market local mission (SU Lacrosse) April
• National Association of Sports Commissions
  Denver
• TEAMS Tradeshow New Orleans
• Sports Market sales blitz (Colorado) Nov.
• Partnership with Syracuse Sports Corporation

143
(No Transcript)
144
DMAP Accreditation
145
2009 Services
146
2009 Convention Services

• Sales to Services Partnership
• Complimentary Services
• Name badges
• Shuttle services
• Itinerary development
• Coupon booklets
• Hospitality tables
• Dine-A-Round programs
• Welcome posters/banners
• Volunteers
• Registration assistance
• Enhance annual business services
• Services to Sales Partnership

147
2009 Services Tactics - Preble
148
Why CNY?
Spreading the message to our areas hospitality
providers
149
Communications

• Email bullet newsletter
• Mid-year and Annual report
• Mixers
• Provide to
• Government
• Industry partners
• Media
• Residents

150
Syracuse Convention Visitors Bureau

• 2009 Marketing Programs Cooperative Marketing
  Opportunities

151
Planning for 2009

• Create cooperative marketing opportunities for
  business partners of the CVB in the Syracuse
  area
• Continue the new positioning of Syracuse as a
  destination Syracuse. Well Surprise You.
• Support sales efforts in the meetings and
  convention markets

152
Cooperative Opportunities

• Paid
• Print Advertising
• Television Advertising
• Online Advertising
• Radio Advertising
• Micro-Site Advertising
• Direct Marketing

153
Cooperative Opportunities

• Ottawa Life Magazine
• January/February 2009
• Feature editorial and advertising space for
  Syracuse, NY
• Editorial space (pages) will be determined on
  number of advertisements purchased
• All rates reduced
• Will do it again in June 2009
• All January/February Syracuse advertisers will
  receive ½ off the rate

154
Cooperative Opportunities

• Getaway Travel Leisure Magazine
• Issue date TBD
• Feature editorial and advertising space for
  Syracuse, NY
• Editorial space (pages) will be determined on
  number of advertisements purchased
• All rates reduced

155
Cooperative Opportunities

• Non-Paid
• Email Programs
• Surprise Me Pass
• Coupon Book
• Packages

156
Cooperative Opportunities

• Cost Examples
• Television
• Tagging on TV 2,500 / flight
• Radio
• Tagging in radio 1,500
• Print
• Logo link 750
• Online
• Logo link 250
• Direct Marketing
• Logo link 200

157
Cooperative Opportunities

• Meeting/Conventions
• Direct Marketing
• Print Advertising
• Online Advertising
• Trade Shows/Events

158
What Cooperative Participation Means

• Exposure for your business in a
  advertising/marketing program that is proven,
  with a track record of success
• For limited , it complements the advertising and
  marketing youre currently doing and broadens
  your reach
• Helps to fund a successful, existing program that
  will allow the CVB to
• Extend flighting
• Explore new opportunities
• Maintain our current spending levels to not lose
  any momentum in our key market

159
(No Transcript)
160
Strengths

• Destination
• New Development Products
• Successful Events
• Canada

• CVB
• Website
• Marketing focus
• Increased visibility

161
Work on

• Destination
• Gateway aesthetics
• Airlines/Airport/Rates
• Signage
• Access to tickets

• CVB
• Relationship building
• Government
• Stakeholders
• Organizations
• Businesses
• Market choices
• Wilkes-Barre/Scranton
• Attention to non-cluster properties
• Communication of opportunities

162
Opportunities

• Destination
• Canadian travel
• Carousel Center expansion
• Education of local businesses
• Green initiatives

• CVB
• Further development of online resources
• Mining market segments
• Developing innovative new opportunities (green,
  education, medical, creative)

163
Threats

• Destination
• Air access/rates
• Economy
• Loss of industry/Loss of major employers

• CVB
• Funding cuts
• Messaging divergence
• Credibility associated with Westin delays

164
Vision for Destination

• Stronger partnerships
• Destination viewpoint
• Customers experience
• Build stronger base
• Repeat visitation
• New visitation
• Regional visitation

165
Vision for CVB

• Build higher expectations
• Innovation leaders
• Act with urgency
• Walk in your shoes

166
Accomplishing this

• Deliver Ideas Deliver Results

167
Goals - By Year End 2010

• Surpass Rochester in direct travel
  spending Monroe County ? 811 million Onondaga
  County ? 713 million
• Reach minimum of 361 ROI level with marketing
  programs
• Boost occupancy levels by 5 and ADR by 9 2006
  Occupancy ? 60.5 2006 ADR ? 77.84
• Grow overall visitation and awareness against
  benchmark levels

168
Follow-up

• Aim Tourism Programming Conference
• Marketing like crazy
• Sell like crazy
• Make dreams come true

169
(No Transcript)