2016 BY THE NUMBERS 2016 was another outstanding year for tourism in - - PowerPoint PPT Presentation

▶
2016 by the numbers
SMART_READER_LITE
LIVE PREVIEW

2016 BY THE NUMBERS 2016 was another outstanding year for tourism in - - PowerPoint PPT Presentation

Jun 05, 2023 159 likes •602 views

2016 BY THE NUMBERS 2016 was another outstanding year for tourism in Louisiana. Lt. Governor Nungesser hit the ground running in his first year and led us to the most successful tourism year in the history of Louisiana. We have covered the

slide-1
SLIDE 1
slide-2
SLIDE 2 2

2016 BY THE NUMBERS

2016 was another outstanding year for tourism in Louisiana. Lt. Governor Nungesser hit the ground running in his first year and led us to the most successful tourism year in the history of Louisiana. We have covered the numbers in multiple previous meetings so Barry Landry, our Communications Director, worked on a different take to showcase the success of the industry, let’s take a look… VIDEO LINK: 2016 Louisiana Tourism by the Numbers

slide-3
SLIDE 3
slide-4
SLIDE 4 4

FALL 2016 CAMPAIGN

  • 100% Digital
  • 54.7 Million Impressions
  • Cost Per Click = $1.76
  • Cost Per Impression = > 1¢

 55 Days $500,000 Budget

slide-5
SLIDE 5 5

FALL 2016 CAMPAIGN

Immediately following last year’s Summit, the Office embarked on a fall campaign that began right after Labor Day and lasted for 55 days. The campaign had a budget of $500,000 and focused on the markets of Texas, Mississippi, Tennessee, South Carolina, Georgia, Florida, Colorado and Illinois. It was 100% digital and LOT was able to attract 54.7 million impressions with a cost per click of
  • nly $1.76. The cost per impression was less than one penny each.
During the fall campaign, we also launched a new partnership through Matador to expand the videos available that showcase the state. Here is one of those videos showcasing Ruston and Lincoln Parish. VIDEO LINK: Louisiana Office of Tourism 2016-2017 Campaign – Lincoln-Ruston
slide-6
SLIDE 6 6

SPRING 2017 CAMPAIGN

 62 Days

  • Cable
  • Digital

 $1.6 Million Media Buy

36% 64%

  • Cost Per Click = $1.51
  • 127.9 Million Impressions
  • Cost Per Impression = ~1¢
  • 225,000 Events
slide-7
SLIDE 7 7

SPRING 2017 CAMPAIGN

slide-8
SLIDE 8 8

SPRING 2017 CAMPAIGN

For spring, the Office expanded the campaign to 62 days, added cable as well as digital, and planned a $1.6 million media buy. The mix of the buy was 36% cable and 64% digital and LOT had 7 CVB partners that bought into the media opportunities. The results of the campaign were phenomenal with a $1.51 cost per click and 127.9 million
  • impressions. Again, roughly one penny per impression for the campaign. In addition, campaign users
participated in more than 225,000 events on the website. In partnership with Trumpet, the Office has continued to better define the profile of a Louisiana traveler and each campaign continues to get better engagement and better results from this process. During the spring campaign, the digital assets were deployed on an east of the Rockies approach using the visitor profile more than a specific DMA. For spring, LOT continued its partnership with Matador, here is a great video that they produced from the Atchafalaya. VIDEO LINK: Louisiana Office of Tourism 2016-2017 Campaign - Atchafalaya
slide-9
SLIDE 9

International Marketing

slide-10
SLIDE 10 10

INTERNATIONAL MARKETING

slide-11
SLIDE 11

INTERNATIONAL MARKETING

$21,000 Investment 4+ Million Impressions $500,000+ Booked

slide-12
SLIDE 12 12

INTERNATIONAL MARKETING

500 1000 1500 2000 2500 3000 3500 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Chinese Arrivals to U.S. (in thousands)

+24% +24.2% +52.7% +35.8% +35.3% +22.6% +21.1% +18.4% +14.7%

+1000.7 %

+29.3% +33% +18.5% +6.5%
slide-13
SLIDE 13 13

INTERNATIONAL MARKETING

Rank Country 2016 Spending

1 China $33.0 Billion 2 Canada $20.9 Billion 3 Mexico $20.2 Billion 4 Japan $16.1 Billion 5 United Kingdom $16.0 Billion 6 India $13.6 Billion 7 Brazil $11.0 Billion 8 Australia $8.7 Billion 9 South Korea $8.6 Billion 10 Germany $8.0 Billion
slide-14
SLIDE 14 14

INTERNATIONAL MARKETING

VISITATION TO THE U.S. BY WORLD REGION Share of Overseas Arrivals U.S. arrivals (thousands) 2008 2016 2020 2008 2016 2020 Europe 50.4% 39.2% 36.4% 12,783 14,724 15,319 Asia 24.4% 30.2% 33.8% 6,179 11,347 14,247 Latin America & Caribbean 17.9% 21.3% 21.6% 4,531 8,023 9,108 Oceania 3.4% 4.4% 4.1% 852 1,656 1,730
slide-15
SLIDE 15 15

CHINA MISSIONS

Beijing and Shanghai, China Sales Mission September 10-16, 2016

slide-16
SLIDE 16 16

CHINA FAM TOURS

Travel South USA China Fam March 2017 Canon China Fam July 2017

slide-17
SLIDE 17

Partnerships

slide-18
SLIDE 18 18

TEAM LOUISIANA

slide-19
SLIDE 19 19

TEAM LOUISIANA

A couple of years ago, a group of sales directors approached the Office of Tourism about how the
  • ffice could support their efforts to bring sports events to Louisiana.
Together, the Office of Tourism, LTPA, LACVB and these destinations helped form a new partnership, Team Louisiana. Through this organization, Louisiana is represented at multiple sports rights holder showcases that feature destinations capable of hosting events from as simple as baseball, softball, and soccer to the more exotic sports such as beach volleyball, powerboat racing, and horse shoes. A website for Team Louisiana has been created on the Louisiana Travel platform and just recently, a new video was produced to showcase our many beautiful fields, courts, rivers, lakes and other places for competition while reminding those that bring their sports to Louisiana that they will also get to enjoy our delicious cuisine, hear our authentic music and experience our southern hospitality!! VIDEO LINK: Team Louisiana Promotional Video
slide-20
SLIDE 20 20

PARTNERSHIPS

slide-21
SLIDE 21 21

PARTNERSHIPS

  • 100,000+ Clicks
  • 2+ Million Impressions
  • Click Through Rate > 4%
slide-22
SLIDE 22

Virtual Reality

slide-23
SLIDE 23 23

VIRTUAL REALITY

“VR can be especially valuable for destinations that may not have a top-tier attraction with a lot of name recognition but has great natural, cultural attractions that can give travelers confidence that this is the place to go.”

Douglas Quinby Vice President of Research

slide-24
SLIDE 24 24

VIRTUAL REALITY CO-OP

The Louisiana Office of Tourism will offer CVBs the opportunity to partner on a comprehensive Virtual Reality package.

slide-25
SLIDE 25 25

VIRTUAL REALITY CO-OP

PRODUCTION

Total CVB Investment = $12,000

EQUIPMENT

  • VR-Certified Laptop Computer
  • Oculus VR Viewer
  • One Final :90 VR Video
  • 7 Filming Locations
  • ver 2 continuous shoot days
  • Camera/Sound Rental
  • Production Crew/Travel
  • Pre- and Post-Production
  • Stock Music
  • Graphic Location Titles
  • Sound Mixing
slide-26
SLIDE 26

Culinary Trails

slide-27
SLIDE 27 27

LOUISIANA IN THE LOWCOUNTRY

slide-28
SLIDE 28 28

CULINARY TRAILS - NYC

404 NYC 404 10th Avenue New York, NY

November 7, 2017

10 of Louisiana’s Best Chefs

Editors Writers Bloggers Group Tour Operators VIP Consumers

slide-29
SLIDE 29 29

CULINARY TRAILS - NYC

slide-30
SLIDE 30
slide-31
SLIDE 31 31

TRAVEL SOUTH USA

Baton Rouge 2020

slide-32
SLIDE 32 32

TRAVEL SOUTH USA

New Orleans 2020

slide-33
SLIDE 33 33

EARNED MEDIA BY STATE

July 2016 – June 2017 State Total Articles Total Impressions Total Value Louisiana 208 765,012,143 $7,508,757 Georgia 197 904,709,389 $8,708748 Tennessee 136 954,420,977 $7,504,336 Alabama 99 567,267,457 $3,330,277 South Carolina 87 500,417,894 $5,232,704 North Carolina 45 336,815,809 $2,333,120 Mississippi 5 10,157,247 $1,079,543 Virginia 3 6,900,000 $287,5000 Missouri 3 2,325,000 $11,500 Arkansas 3 132,000 $6,000 Kentucky 2 104,000 $20,500 TOTAL 788 2,586,523,045 $23,070,445
slide-34
SLIDE 34
slide-35
SLIDE 35 35

LOUISIANA BASS TRAIL

The Louisiana BASS Trail is a partnership between LOT and the Office of State Parks. It encourages citizens and visitors alike to experience the seven lakes and eight state parks across the northern part of
  • ur state.
Of course the program is anchored by the two time number 1 BASS lake in the country, Toledo Bend. A BASSport has been created to document visits to the lakes and upon completion of a certain number
  • f visits, the holder wins items from the office.
Link to video used during this portion of presentation: Louisiana Bass Trail
slide-36
SLIDE 36 36

LOUISIANA BASS TRAIL

The first BASSports to get stamps from all seven lakes was a father/son duo from Livingston Parish that also camped at all eight state parks. Let’s hear their story. VIDEO LINK: Interview with Wade and Thad Whittington

slide-37
SLIDE 37 37

BAYOU KREWE

The Bayou Krewe launched earlier this year and has taken off. The Lt. Governor will give you many more of the details during his presentation tomorrow at lunch but suffice it to say, #OnlyLouisiana is a resounding success by Lt. Governor Nungesser. Link to video used during this portion of presentation: Bayou Krewe

slide-38
SLIDE 38 38

DESTINATION LOUISIANA

slide-39
SLIDE 39
slide-40
SLIDE 40 40

PROJECT: TIME OFF

In the United States, we have all become work martyrs and it affects everyone. The U.S. Travel Association started a coalition entitled Project Time Off to study and address this issue that affects every DMO and every state office of tourism. The less people take off, the less likely they are to travel. The Louisiana Office of Tourism was a founding member of the coalition and has participated in the studies and also in the social media outreach, #TakeADay. I have a short clip to show you the issues and some of the progress that has been made so far. VIDEO LINK: Let's Unlock America's Vacation Opportunity In January, Project Time Off will having the 2nd annual Plan your vacation day. It can be as simple as meeting with your staff and everyone choosing their weeks for vacation or you can also have some social media fun and encourage everyone in your community to participate.
slide-41
SLIDE 41 41

PROJECT: TIME OFF

slide-42
SLIDE 42 42

CREATING A NEW BRAND

slide-43
SLIDE 43 43

THANK YOU!

OVE