Welcome to

Media Showcase

Agenda

• Research – Brand perception/advertising• Regional information• Update on current activities• Spring 2013 branding• Fall 2013/Spring 2014 co-ops

Brand Perceptionand

Advertising Awareness

Research structure

Conducted July and August 2012Two different research methods

Online focus groupsWeb based panel survey

Method 1: Online focus groups

Two groupsJoined via webcamsOH, IL, TN, GA, NC, SC, AL

GoalsPerceptions of KentuckyInsights into travel guide usageReactions to Kentucky Visitor’s Guide

Most common associationsDerbyHorses

Relaxed paceTravel planning

Starts with a place in mind Someplace they always wanted to visit Recommended by friends and family Social media changing process

Fear of missing out

First searches: lodging and attractionsUse several resources to find out everything Printed Guides Websites Mobile Sites Apps

What is wanted in a vacation?

Relaxation Enough variety to avoid boredom Responsibility relief Worry free security

Travel guide reactionsThose who order are most likely to visitThe journey is more important than the destinationLooking for permanent attractionsPictures worth more than 1,000 words

The Kentucky Visitor’s Guide Well received vs. regional competitors Liked design, photos, organization Showed things they didn’t know you could do in

Kentucky

Kentuckytourism.com

User friendlyEasy to navigate

90% more likely to visit

Method 2: Web based survey

Leisure travelers within 400 miles of Kentucky

1,202 respondents Insights into brand image,

motivations and barriers Test issues raised in focus groups

Creating trial isn’t easy

Small consideration setsFear of flop

Established habits hard to break

Retaining visitors hugely important Stay longer Come back more often Tell their friends Better yet, bring their friends

Kentucky vacation image

Beautiful sceneryLots of outdoor activities

Friendly peopleLaid-back, simpler pace

A get away place

A guy’s paradise?

HorseracingGambling

GolfBourbonHuntingFishing

Outdoor adventure

Women are still the gatekeepers

Primary info gatherersMom looks out for everyone

Balance is the key

Women’s vs. men’s views

Women seek to reconnect

Men seek relaxation

Both see KY as more of a man’s place

Our challenges

Distinguishing KY from competition Defining the KY vacation experience Helping prospects visualize their visit Meeting the emotional needs of

both sexes

Our strengthsRelaxation

SceneryFriendliness

ValueVarietySafety

Authentic

Target issues

Creating excitementPromoting 2-3 day getaways

Incorporating educationCommunicating convenience

Advertising results

Survey conducted after first runEasy to understandRe-enforced brand imageProvided new informationStimulated interestConveyed relaxationFamily friendlyOutdoor activities

Key finding

Advertising is creating awareness and generating interest

BUT, we need to build understanding

Recommendations

Keep working to better understand our core travelers

Strengthen emotional connections Be the antidote for stress Show variety of fun and excitement Present the state’s softer side

Conclusions

Kentucky has far more positives than negatives

Our loyal visitors are very loyal Non-visitors are interested,

but need more information The more we can engage and educate,

the better

Regional Information

and Updates

Feeder Markets identified by regions

Atlanta 1 Dayton 2Birmingham 1 Indianapolis 6Charlotte 2 Knoxville 3Chattanooga 1 Little Rock 0Chicago 4 Memphis 0Cincinnati 4 Nashville 7Cleveland 4 St. Louis 3Columbus 3 Toledo 0

Interest areasfrom regions

Agritourism2 History/Culture 6Bluegrass Music 1 Horses 2Boating 1 Outdoor Adventure 7Bourbon/Wine 2 Parks/Nature 1Family Fun 3 Scenic Drives/Motorcycling 2Festivals 1 Sports 1Fishing 1 Meetings 1 Food 1Arts/Entertainment/Music 4

Fall 2012 digital campaignSeptember-October

4 markets 4 areas of interestBirmingham, Al ArtsCharlotte, NC BourbonIndianapolis, IN HorsesMemphis, TN Outdoor adventure

Goals:30,000,000 impressions

120,000 clicksClick thru rate of 0.07 or above

Results

85,112,841 impressions 184,033 clicks Click thru rate 0.22% (three times the

industry standard)

All 4 markets remain in top 10 DMOs with traffic to our website

Find Adventure campaignFeb-March 2013

Facebook Mobile Web

Results Facebook New Page Likes 8,358 (81%

Increase)

Talking About This Score peaked on 3/18 30,061 Unique Users in Last 28 Days 90,763 (1,594% Increase) 28 Day Reach 1,663,991 (4,830% Increase)

Enewsletter Signups 15,173 Visitors Guide Signups 9,385

Facebook Ads ResultsFeb 18 – March 29

Impressions5,124,462 Total number of times Ads and Sponsored Stories ads have been shown on the site.

Clicks 88,207 The number of clicks ads have received including clickthroughs, Page likes, or app installs.

Click-Through Rate 1.721% The number of clicks our ad received divided by the number of times it was shown on the site.

Cost Per Click $0.15 The average cost per click for these ads, calculated as the amount spend divided by the number

of clicks received.

Search Engine Marketing

Kentucky Travel runs a consistent program of search engine optimization supported by keyword pay per click campaigns. In addition, we support special campaigns using SEO and PPC.

Results MOBILE: (March 2013) PPC generated 1,240

clicks and 16 conversions. Average cost-per-click was $0.20, down from $0.21 in Feb.

MAIN: (March 2013) PPC campaign generated 12,475 clicks and 560 conversions. Average cost-per-click was $0.31, down from $0.35 in Feb.

CONTEST: (Feb-March 2013) Kentucky Adventure PPC/Display generated 38,855 clicks and 26,181 conversions Average cost-per-click $0.67

Spring 2013Branding Campaign

Champaign, IL

Charleston, WV

Charlotte, NCChattanooga, TN

Chicago, IL

Cincinnati, OH

Cleveland, OH

Columbus, OHDayton, OH

Evansville, IN

Nashville, TN

Peoria-Bloomington, IL

Rockford, IL

St. Louis, MO

Birmingham, AL

Indianapolis, IN

Knoxville, TN

Geo targeted

Digital – April 1-May 31, 2013

National demographic & behavioral targets

W25-54 with kids, HHI $75k+ W25-54 who like travelling, camping, fishing, museums,

hiking, horseracing, etc. ROS targeting boating/water sports, hiking/camping, fishing,

hunting, general outdoors ROS Avid golfers/golf enthusiasts, nature lovers, outdoor

sports ROS Travel, family/living & entertainment

Digital Creative Animated banner ads in 3 sizes

And 10 sec pre-roll video using There’s Only One ads with companion banner

6 areas of interest

Television

April 22-May 26, 20132 weeks on/2 weeks off

Birmingham, AL Dayton, OHCharlotte, NC Indianapolis, INChattanooga, TN Knoxville, TNCleveland, OH Nashville, TNColumbus, OH

Sponsorships

Cincinnati Reds Radio NetworkKentucky Derby FestivalLouisville Bats BaseballRolex Kentucky 3-day eventKET’s Kentucky Life

Earned Media

Earned media efforts should match our paid and owned media efforts in aggressiveness and intensity, and all three should be highly integrated.

That is now happening

General Strategies

Formation of a team and development of an earned media plan

Expanded tracking of coverage - Vocus Heavier reliance on editorial calendar Increased dissemination of content – content

releases and story pitches

General Strategies

Social media engagement with digital and traditional media

Broadcast media interview solicitations Increase proactive hosting of travel writers

Specific InitiativesSolicited radio interviews in Spring TV cities –

14 interviews secured Solicited TV interviews when buying Spring TV –

15 interviews secured New York City media trip – May 2013 Projected: 30 reception attendees/ 15 desk-side meetings Invite travel writers for hosted Kentucky trips Travel writers hosted: projected 20

2013-2014 Cooperative Marketing

Opportunities

Cooperative Marketing Overview and Strategies

KDT Mission: To promote the Commonwealth as a travel destination, generate revenue, and create jobs for Kentucky’s economy.

Goals:

• Primary: Increase tourism visitation and spending in Kentucky through an integrated cooperative marketing campaign that leverages TMIP funds in a cost-effective manner to reach maximum potential target audience penetration.

• Secondary: To provide industry partners with the opportunity to advertise in feeder markets at an affordable cost using media vehicles that are unobtainable for most individual budgets.

Target Audiences: The following audiences were identified utilizing research data from the recently completed

Kentucky Tourism research study. Families – specifically targeting moms: women 25 – 54, household income of

$75,000+, with children in the household.

Adults over 55—specifically empty nesters who enjoy travel.

Special Interests – targeting those who are interested in: outdoor adventures including camping, hiking, hunting and sports fishing; culinary and winery experiences; cultural and historical experiences including Civil War sites, museums and bourbon distilleries; horse related events and attractions; music, arts and collectables; “There’s Only One” experiences and attractions.

Group Travel – specifically targeting group travel planners. Geography: The following markets were established to coincide with markets where brand advertising is

appearing. Core states – IL, IN, KY, MI, MO, OH, TN, WV, AR, GA, AL, NC.

Cooperative Marketing Opportunities Details In order for each of the following co-ops to be implemented, a certain level of

industry partner participation is required. Any co-ops that do not receive sufficient partner participation will be canceled.

Partner pricing is gross unless otherwise noted. Must contact rep for confirmation of

pricing; KDTT is not responsible for unintentional errors on pricing included in this document.

All print co-ops will be developed by New West. Each partner ad will be “formatted”

with copy, selection of images and logo provided by the partner to New West. The following information is an overview of the opportunities available. Partners are

encouraged to contact the media reps listed for more information about co-ops of interest.

Refer to co-op book for complete details.

Television co-op

Time Warner Cable

Commercial schedules to target in-state travelers Time Warner can customize an advertising package to fit your needs. They will

customize by market and by network in order to reach the audience that is most important to you.

Media Markets: LexingtonLouisvilleCincinnati/No KY Target: Families/Women 25-54/Outdoor-Adventure

Packages:$5,000/$3,750 50 spots$7,500/$5,625 75 spots$10,000/$7,500 100 spots

PrintCo-ops

Endless Vacation      Endless Vacation is a vacation-idea source for people with a passion for

travel. Publication showcases domestic and international travel experiences from cultural, historical and culinary delights to beach, ski, golf, and family getaways.

Editorial Theme of the Section: Bourbon & Horses Spring 2014 (Published Quarterly) Region: National Pricing Ranges from $3,059 for 1/6 page to $18,659 for full page

Family Fun/Parents This combination reaches the family market. Family Fun aids moms

by providing creative and actionable ways to enrich family time. Parents reach the moms with younger children in the household.

Editorial theme of section: “There’s Only One”     Family Fun will run in April, 2014 &

Parents will run in May, 2014

Partner Size Options/Cost: 2.25 x 3” ad, 4/C $8,447.65

Garden & Gun    Garden & Gun combines sporting life with the arts,

culture, cuisine, and landscape shaping each destination. Editorial explores Southern and Caribbean adventures, resorts, lodges, and must-visit cities.

Editorial theme of section: Music & ArtsIssue: April/May, 2014Region: National Pricing:Varies from $7,897 for ¼-page to $24,873 for full page

Ladies Home Journal/Midwest Living/More

Ladies Home Journal speaks to every woman’s need for personal growth and fulfillment in a variety of areas. Midwest Living magazine is a regional publication that celebrates the richness of life in the Midwest. More focuses on a more mature woman, providing her with articles on beauty, fashion, health, food, career, finance, and culture.

Editorial theme of section: Arts & Crafts May /June 2014 (More – May, LHJ – June, &

Midwest Living – May/June)Partner Size Options/Cost: 2.25 x 3” ad: $10,567.10

LongWeekends

      LongWeekends Magazine was created to address the hottest trend in the travel industry, the long weekend. People are taking shorter trips, closer to home, more frequently. The publication reaches a travel-loving, well-heeled audience that come from the major metropolitan areas of the Tri-State region.

Editorial theme of section: Fall – Bourbon & Horses Spring – Adventure/Golf

Fall/Winter 2013 & Spring/Summer 2014 Pricing:Varies from $1,786 for 1/6 page to $10,716 for full page

Ohio Magazine      Ohio Magazine reaches the Ohio based travel audience with a lively

mix of stories and user-friendly information. The magazine provides award-winning stories and photos of Ohio’s most interesting people, arts, entertainment, history, homes, dining, family life, festivals and regional travel.

Section: Formatted ads with state advertorialEditorial theme of section: Fall – Adventure Spring – Adventure/Watersports

Pricing:Varies from $1,004 for 1/6-page to $6,024 for full page

Reader’s Digest     Reader’s Digest puts the world in perspective through a

fusion of timely original editorial and select excerpts of the best journalism in print.

Section: Formatted ads with state advertorialEditorial theme of section: Culture & Heritage (museums,

birthplaces, Civil War)April 2014 issue Pricing:Varies from $4,928 for 1/6 page to

$29,564 for full page

Southern Living

Southern Living covers today’s South.Through a comprehensive editorial package highlighting foods, travel, homes and gardens, it addresses the bond between the South’s traditionaland cosmopolitan attitudes. It is a lifestyle guide for the ever-changing, ever-expanding South.

Editorial theme of section: Crafted in Kentucky (arts, spirits, etc.)

April 2014 issue Partner Size Options/Cost:1/6 Page $7,782

Cooking with Paula Deen This is a food/lifestyles magazine which includes flavorful recipes, cooking tips, entertaining inspiration, travel suggestions, home decorating, and much more. Section: Formatted ads with state advertorialEditorial theme of section: CulinaryMarch-April, 2014 issue Pricing:Varies from $3,080 for 1/6-page to $17,116 for full page

Food Network Magazine

This is a food/lifestyles magazine which includes flavorful recipes, cooking tips, entertaining inspiration, travel suggestions, home decorating, and much more.

Section: Formatted ads with state advertorialEditorial theme of section: CulinaryIssue Date: May 2014 Partner Size Options/Cost:1/4 Page $8,850

Blue Ridge OutdoorsOutdoor sports and adventure travel magazine dedicated to

Appalachia and the Southeast. Readers are devoted travelers and athletes, spend their weekends and off days running, hiking, paddling, biking and traveling to outdoor adventure destinations. Every issue contains information on adventure destinations.

Editorial theme of section: AdventureIssue Dates: October 2013 & June 2014

(Costs are per issue) Pricing: Varies per issue from $2,290 for ¼-page to $5,690 for full page

Outside The publication is an outdoor adventure

magazine. Features numerous outdoor activities, and places to visit to engage in these activities.

Editorial theme of section: AdventureIssue Dates: April 2014

(Special Themed Issue: Travel Awards) Partner Size Options/Cost:1/6 Page $6,875

1/12 Page $4,125

The Group Travel Leader    The Group Travel Leader is mailed to more than 20,000

qualified readers and emailed to more than 8,000 qualified readers including GLAMER-member group leaders, NTA-member tour operators, ABA-member bus companies and unaffiliated tour operators.

Editorial theme of section: There’s Only One Issue Dates: September 2013 & March 2014

(Costs are per issue)

Partner Size Options/Cost: 1/6 Page: $1,100

The Group Tour Magazine    Group Tour Magazine provides information and planning

resources for the group travel professionals who strive to develop successful tours. Each issue offers in-depth articles on group-friendly destinations and attractions, sample itineraries, industry news, a regional feature, a profile of a tour operator, and a guest columnist.

Editorial theme of section: There’s Only OneIssue Date: December 2013 PricingVaries from $1,800 for 1/6 page to $6,400 for full page

2014 – Kentucky Official Visitor’s Guide

The complete guide to all the great activities and attractions in Kentucky. Distribution of approximately 400,000.

Supported by the Kentucky Department of Travel & Tourism marketing and advertising efforts.Includes inclusion in the eGuide on KentuckyTourism.com, with direct links to your own site.

Year-round exposure for your business and area.

Exclusive 100% TMIP reimbursement rate for participation in the Official Visitors Guide (Premium and Regular Ads).

Electronic – Email and Website:Several options are available. Please see information contained in co-op book. Packaging: Miles Media offers a 10% discount on each

ad purchase when combining a print buy with any online buy.

DigitalCo-ops

SpotXchange Video Pre-Roll SpotXchange is a video advertising network, providing advertisers

with video ad opportunities on premium sites. What is Video Pre-Roll? It’s the video that pops up before the desired content is

accessible. There is also a companion banner ad to the right. Both elements are clickable and will take viewers to your website.

How does this work as a co-op? The state will provide a shell in which your video will run. There

will be state branding, as your co-op message runs. Pre-roll is :15 in length.

SpotXchange Video Pre-Roll

Targeting: Custom channels will be created to develop a network of sites for

each “interest” category. Sites are not “interest” specific sites, but rather sites people who fall into our targets frequently visit.

These channels are geographically targeted Timing: August – October & April – June Packages

Vary from $5,625 for 3,947 clicks to $16,875 for 12,941 clicks

Madden Media – Banner Campaign Network of sites to run banner ads based upon targeted demographic/interest.

Partners will receive monthly reports that clearly report clicks, impressions, and

click-through rates. Targeting: Geographic, demographic, household income, content and interests. Site lists will include niche sites and general sites targeted to specific

audience segments. Creative: Banner ad with flash creative that converts from the state’s ad

to the partner’s ad. Timing: August – October, 2013 & April – June, 2014 Packages:Vary from $5,625 for 4,657 clicks to

$16,875 for 14,286 clicks

Animates from a Kentuckybranded ad

to your ad

Example: Arts & Crafts About.com AAllFreeCrochetBHG CraftGawkerDesignSponge EbayeHow EverythingEtsyFavecrafts MarthaStewartOprah SouthernLivingTheCraftingChicks U-CreateCraftsWeather.com

Madden Media – Search Engine Marketing

Delivers partners increased website traffic and conversions through paid search on Google.

Custom keyword lists based upon each partner’s unique content Google certified team will evaluate and optimize performance

throughout the program to ensure equal traffic flow with high engagement to all partners.

Partners will receive monthly reports on clicks, impressions, click-through rates, conversions, and more.

Targeting: Through pre-determined keywords Timing: August – October, 2013 & April – June, 2014 Package5,000 Clicks Partner Gross Cost: $2,647.06

Changes to TMIP

regulations

Tourism Marketing Incentive Program Changes FY 2013 – 2014

• Tourism Commissions are eligible to receive 80% of the county allotment.

• “Other Applicants” are eligible to receive 20% of

the county allotment.

• CVB’s or Tourist Commissions will not be able to submit for unused funds from “Other Applicants” within their county at the end of the program year.

TMIP Changes FY 2013 – 2014

• Only ads placed within a co-op section will be reimbursed at the higher co-op percentage. Ads placed elsewhere within the publication will only receive 50% reimbursement.

• Additional ads placed with co-op participants will not be given the 90% co-op reimbursement rate.

• Ad design for co-ops will not be at the higher reimbursement rate.

TMIP Changes FY 2013 – 2014

• Advertising placed within your own county/city, even if it is a major media market, will not be reimbursed. Communities within a 50 mile radius of a major media market will be reimbursed 25% of their costs. This includes co-op opportunities.

• All on-line advertising must include the state’s brand. This

includes co-op opportunities.

• If you are advertising Google Ad Words the link from that ad must go to your home page where the state’s brand is shown.

2013 – 2014 TMIP Important Dates

May 15 – 16, 2013 Media tradeshow at the KTIA Tourism Development Symposium

June 1, 2013 FY 2013 marketing plans submission deadline February 1, 2014 Reimbursement request forms due for first cycle projects

completed July 1 – December 31, 2013 August 1, 2014 Reimbursement request forms due for second cycle projects

completed January 1 – June 30, 2014

Forms and additional information about the Tourism Marketing Incentive Program are available at www.kentuckytourism.com/industry.