noelle buben - u.s. travel's esto | innovate. integrate ... · surprise, delight and…social...
TRANSCRIPT
Noelle Buben
Marketing Manager
Visit Santa Barbara
Karen Cahn
Director of Advertising
Arizona Office of Tourism
Patrick Murphy
Director of Media Services/
Los Angeles Market Manager
Off Madison Ave
JessyLynn Perkins
Digital Marketing Manager
Visit Santa Barbara
LeAnne Weill
Deputy Assistant Secretary
Louisiana Office of Tourism
A Funny Thing Happened on the Way to the Subway:
Bring Your Destination to the Customers First
Noelle Buben
Marketing Manager
Visit Santa Barbara
JessyLynn Perkins
Digital Marketing Manager
Visit Santa Barbara
The Mission of Visit Santa Barbara is to promote the City of Santa Barbara, South Coast and surrounding County Communities, as a destination for travel and media
production to create economic vitality.
Visit Santa Barbara is an innovative tourism leader and destination authority that embodies the spirit and personality of Santa Barbara.
ESTO, we want to Brighten your Day with a giveaway!Tell us how we can #BrightenYourDay @SantaBarbara on Twitter
during this session and we may brighten it!
turning off-season into…OPPORTUNITY SEASON
• Increase Room Nights
• Increase Partner Revenue
• Elevate Awareness
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
strategy behind…BRIGHTEN YOUR DAY
• Surprise & Delight
• Social Media
• Paid Media
• Public Relations
• In-Market Activation
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
brighten your day…TARGET AUDIENCES
• San Francisco• San Diego• Los Angeles• Central Valley• Seattle*• Chicago• Portland• Denver
Consistent with Visit Santa Barbara’s overarching targeting strategy;consumers at an affluent HHI of $100K+ ages 35-65 were targeted.
*Target market selected for in-market experiential activation
Santa Barbara sunshine and…SURPRISE & DELIGHT
Real smiles.
The true effects of brightening someone’s day.
Real moments. True appreciation.
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
surprise, delight and…SOCIAL MEDIA
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
surprise, delight and…SOCIAL MEDIA
In just 3 days…
1.67 Million Impressions resulting in
9,217 engagements
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
continuing the… SOCIAL SUNSHINE
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
@karasw23.3K Follower
@jakecbaum246K Followers
@xanpearson44.5K Followers
@bikeshopgirlcom14.6K Followers
Paid Media
sending out…SUNRISE SURPRISES
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
the sunny…RESULTS
• 6,182,783 online media impressions
• 816,000 print impressions
• 7,146,288 million in social media reach
• #BrightenYourDay resulted in over 1,200 competition entries, and a total
campaign engagement coming in at 36,222 - the most engaged campaign Visit Santa
Barbara channels have seen to date.
• Website visit increases:
+50% Portland, +37% Seattle, +34% Chicago,
+20% Denver, +11% San Francisco
• 29,389 visits to BrightenYourDaySB.com
• 561,811 email recipients were reached
ESTO, we want to Brighten your Day with a giveaway! Tell us how we can #BrightenYourDay @SantaBarbara on Twitter & we may brighten it!
LeAnne Weill
Deputy Assistant Secretary
Louisiana Office of Tourism
Louisiana’s
Music
Ambassador
Program
FOOD !
CULTURE !
MUSIC !
vs
Most Grammy®s per capita
Nominees every year except two
“Grammy®“ came from Louisiana
We invent music:
Jazz
Swamp Pop
Cajun
Zydeco
TBA
CVB Engagement Level
& Message
Band Engagement Level
& Message
vs
CHALLENGES
Can’t Pay TravelBudget RestraintsHitting MarketsSophie’s Choice
OPPORTUNITIES
Less ExpensiveMore Effective
Receptive Audience
HOW IT WORKS <simple>
It’s the EVENT, Stupid.
DELIVERABLES <simple>
Video POP
LOGISTICS <simple>
1. Online Application2. Signed Contract
3. Ship Promo Items4. We Get Video / They Get Check
Results - Quantitative
Budget <2 yrs> $200,000
# Events 101
Reach 9.5 Million
26 Different States
9 Different Countries
Youngest 17 / Oldest 78
Near Texas / Far Australia
Results - Qualitative
New Local Allies
New National Allies
Mediagenic
Pitches in English & FrenchBlues
Jazz
Zydeco
Cajun
Country
Swamp Pop
Folk
Experimental
Rock
Rap
Classical Harpist
Crib Off Our Homework
Scalable- Budget
- State or CVB
Transferable- Culinary Program
- Tax Free Shopping
Stealth
Karen Cahn
Director of Advertising
Arizona Office of Tourism
WHO WE ARE:
ARIZONA
OFFICE OF
TOURISM
The Arizona Office of Tourism
is responsible for enhancing
the state’s economy and the
quality of life for all Arizonans
by expanding travel activity
and increasing related
revenues through tourism.
CAMPAIGN OBJECTIVE:
LET YOURSELF GO
Increase overall travel and travel
intent from our target markets by
challenging them to let go and tap
into their emotional desires to relax
and escape.
Residents of Chicago and Los Angeles
Generation X
• Age: late 30’s to late 40’s
• HHI: $100,000+
Baby Boomers
• Age: late 40’s to mid 60’s
• HHI: $100,000+
The Arizona Office of Tourism wanted to
cut through the clutter of travel and
tourism advertising (in key markets) and
change perceptions about the state
through engaging potential travelers and
creating buzz using non-traditional out-
of-home elements with three directives:
• Interruption
• Engagement
• Shareability
• Outdoor billboards (digital
and static)
• Guerilla Marketing
• Brand Ambassadors
• Sweepstakes
• Random Acts of Sunshine
• Social Media
• Public Relations
• 126 million impressions, 43% over the estimated amount
• Over 178,000 visits to campaign dedicated landing pages
• Over 300 conversions on site (requesting a guide or
signing up for the newsletter)
• 96 million media Impressions resulting from PR outreach
• 7 million Twitter impressions
• 1.8 million impressions on Facebook
• 17,000 views of time-lapse video
in 140 countries