Travel Montana

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Travel Montana
TAC Meeting
February 4, 2003
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Inquiry Reports
Travel Montana, Department of Commerce
2003
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Warm Season Inquiry Report January 1-December 31,
2001 2002
Campaign 2001 2002 Change
Warm Season Magazine 69,134
51,786 -25 Television 26,805
34,443 28 Misc. WS 4,943
8,552 73 TOTAL 100,882
94,781 -6
MT/WY 19,831 21,486 8
General Inquiries 49,524 43,796
-12
GRAND TOTAL 170,237 160,063
-6
Travel Montana, Department of Commerce
2003
4
Winter Campaigns Inquiry Report August 1-January
31, 2002 2003
Campaign 2002 2003 Change
Downhill Ski 15,302 14,232 -7
Snowmobile 1,454 714
-51
GRAND TOTAL 16,756 14,946
-11
Travel Montana, Department of Commerce
2003
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Internet Analysis (User Sessions) January
1-December 31, 2001 2002
Website 2001 2002 Change
Main Homepage 1,508,618 1,987,141
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Winter Site 200,123 272,848
36
MT/WY/SD (4 Parks) 36,343 19,875
-45
Lewis Clark 151,835 237,460
56
Montana Kids! 423,421 739,428
75
Indian Nations 5,024 62,732
1149
Nwlewisclark.com n/a 8,869
n/a
GRAND TOTAL 2,325,364 3,328,353
43
Travel Montana, Department of Commerce
2003
August 1- December 31, 2002 and 2003
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Campaign Totals 2001 2002
Campaign 2001 2002 Change
Warm Season 170,237 160,063
-6
Winter (thru Jan 02) 16,756 14,946
-11
Internet 2,325,364 3,328,353
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GRAND TOTAL 2,512,357 3,503,119 39
Travel Montana, Department of Commerce
Does not include Invite-A-Friend Program
Inquiries.
2003
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Downhill Skiing -Direct Mail-
Travel Montana, Department of Commerce
2003
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Regional Mailing
Database Campaign
Schedule ? December 17 mailing date
Market ? 8,166 Travel Montana winter
inquiry names
Message ? MSAA EZ Ski/Ride 1-2-3
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Downhill Skiing In-State Newspaper
Travel Montana, Department of Commerce
2003
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In-State Newspaper Campaign FY03
?Newspaper Advertising ?EZ Ski/Ride 1-2-3
?Six week campaign Dec. 22 -Feb. 2 ?Markets
Seven major daily newspapers - Billings,
Bozeman, Helena, Butte, Great Falls,
Missoula, Kalispell
Travel Montana, Department of Commerce
2003
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Creative
12 bw ads 4 24-column inches Sunday
Papers 8 12-column inches Weekday Papers


Travel Montana, Department of Commerce
2003
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Snowmobile -Internet-
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Winter Banner Advertising Results
Travel Montana, Department of Commerce
2003
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Summary of Winter Banner Ad Performance By Type
of Site
Segment Total Click CTR CPC
Impressions Throughs
Search Engines 952,039 45,576
1.16 .85
Portals 989,061 4,416 .45
7.04
Ski Sites 767,083 1,305
.17 10.85
Cross Country 55,598 200 .36
.71
Opt-in Email 70,000 2,020 2.89
5.94
TOTAL 2,833,781 19,028
.67 1.80
does not include search engines that are
click-based (34,489 clicks)
Travel Montana, Department of Commerce
2003
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Warm Season FY03
Travel Montana, Department of Commerce
2003
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Target Market Segments New Publications
? Traditional
?Friendly Exchange ?Ladies Home Journal ?Home
Away
? Outdoor Enthusiast
?Audubon
? Canadians
?Western Living
Travel Montana, Department of Commerce
2003
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Traditional
Full-page 1/3-page
Travel Montana, Department of Commerce
2003
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Traditional Outdoor Enthusiasts
Full-page 1/3-page
Travel Montana, Department of Commerce
2003
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Traditional Outdoor Enthusiasts Photography
full page 1/3-page
Travel Montana, Department of Commerce
2002
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Traditional RV/Camping
full page 1/3-page
Travel Montana, Department of Commerce
2002
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Active Mature RV/Camping Mass Media Traditional
Full-page 1/3-page
Travel Montana, Department of Commerce
2002
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Custom Marketing Group/ American Express Co-op
Travel Montana, Department of Commerce
2003
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? Magazine Circulation 1,000,000
?Travel Holiday (March) ?Travel Leisure
(April)
? Direct Mail Circulation 25,000

• Arizona ? Michigan
• California ? Minnesota
• ? Colorado ? New York
• Florida ? Texas
• ? Georgia ? Washington
• ? Illinois ? Wisconsin

Travel Montana, Department of Commerce
2003
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(No Transcript)
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Montana Lewis Clark
Travel Montana, Department of Commerce
2003
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Lewis Clark in Montana
? Full-page 4-color
? Lewis Clark
?National Geographic Traveler ?American
Heritage ?Preservation ?Smithsonian
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Lewis Clark Co-op
Travel Montana, Department of Commerce
2003
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LCs Northwest Journey
Partners ? Idaho ? Oregon ? Washington
Call-to-action ? nwlewisclark.com
(designed by Travel Montana)

• Contribution
• ? 30,000 by each state 130,000
• Idaho put in 40,000 this year.

Travel Montana, Department of Commerce
2003
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Media Placement
Magazines ? American Heritage ? Smithsonian ?
Sunset
Internet ? Google
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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MT/WY/SD Co-op
Travel Montana, Department of Commerce
2003
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Fourparks.com Campaign
? Montana Glacier National Park,
Yellowstone National Park
? Wyoming Yellowstone National Park,
Grand Teton National Park
? South Dakota Mount Rushmore
National Memorial
Travel Montana, Department of Commerce
2003
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Components of Campaign
? Print (Same creative as FY02 by Wyoming)
?AAA Home Away ?AARP The Magazine ?Budget
Travel ?Readers Digest ?Trailer
Life ?Sunset ? VIA
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Components of Campaign
? Internet - Fourparks.com ?Google.com
?Disney.com ?Sweepstakes component
? Media Reception in NYC
Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Internet Advertising
Travel Montana, Department of Commerce
2003
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Internet Media Options FY03
Search Engines ? Yahoo.com ? Google.com ?
Overture.com ? Kanoodle.com
Portals ? AOL ? Montana.com
Travel Montana, Department of Commerce
2003
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Internet Media Options FY03

• Traditional Sites
• ?Discovery.com
• NYTimes.com
• Coleman.net
• ?GoPlayOutdoors.com
• ?Rv.net
• ?Rvzone.com
• ?Seniornet.org
• ?Thirdage.com

Travel Montana, Department of Commerce
2003
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Internet Media Options FY03
E-mail
? Tyzo 1 personal introduction email to
50,000 opt-in subscribers.
Travel Montana, Department of Commerce
2003
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Per-Inquiry Television
Travel Montana, Department of Commerce
2003
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National Television Campaign
? National Television (Per Inquiry)

• New Rejuvenate Yourself spot
• Lewis Clark spot
• 75 Rejuvenate/25 LC
• ? mid-March through late-May
• - 37,000 inquiries
• ? Discovery Channel, Travel Channel, Arts
  Entertainment, Animal Planet, History Channel,
  Learning Channel, Lifetime, TV Food Network,
  Fox News, TNT (new for 03)

Travel Montana, Department of Commerce
2003
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In-State Television
Travel Montana, Department of Commerce
2003
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In Your Backyard Campaign
? Encourage Montanans to vacation within the
state. ? Early-June through mid-July, 2002 ?
4-week schedule in a 5-week flight Broadcast
TV five major markets Cable TV CNN TBS
Travel Montana, Department of Commerce
2003
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Other Advertising Components
? Email Database Campaign

• ? Quarterly newsletters
• Mine database for emails targeted at
• specific interests.

Travel Montana, Department of Commerce
2003
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Travel Montana, Department of Commerce
2003
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Other Advertising Components
? Invite-A-Friend
? Same Creative as FY01 ? Radio/TV/Newspaper
PSAs ? Corporate Mailings ? Display Racks at
CVBs ? Online at visitmt.com
Travel Montana, Department of Commerce
2003
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Montana Kids! Promotion
? Trip Giveaway
? Partnering with Disney Online ? One trip for 4
? Online Campaign
? Disney.com Family.com ? Exclusive placement
and sponsorship positions on both.
Travel Montana, Department of Commerce
2003
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Presentation and media plan details will be
available at travelmontana.state.mt.us
Travel Montana, Department of Commerce
2003