Brand USA & Rhode Island Brand USA & New York State 2019-20 - PowerPoint PPT Presentation

Brand USA & Rhode Island Brand USA & New York State 2019-20 Tourism Conference April 2019 January 24, 2019

Programs & Participants 2018

Brand USA & NY State Program Summary 2018  UK  Global • Winter Multi-Channel • Global Inspiration Program • Thomas Cook Everywhere* • Visit The USA sites: • 4 Road Trip Videos  Germany  Canada • Fall Multi-Channel • Spring Multi-Channel  China  Australia • Spring Multi-Channel • Spring Multi-Channel • Fall Multi-Channel • Ctrip** * Full Results to come; ** Programs that were not funded by NYSTIA grant

Brand USA & NYSTIA Market NY Grant Overview Market NY Grant AB428 Market NY Grant AC682 2017-18 2018-19 Partner Investment: $125,044 Partner Investment: $137,967 NYSTIA Grant Investment: $375,091 NYSTIA Grant Investment: $382,500 Total Grant Program: $500,135 Total Grant Program: $520,467

Brand USA & NY State Industry Participation 2018 Participants: Leveraging both I Love NY opportunities and the NYSTIA grant opportunities, 21 Regions, DMOs, Attractions, Trails, and Museums participated in Programs DMOs and Others NYS Regions: Sullivan Catskills Discover Long Island Saratoga Springs Chamber Hudson Valley Tourism Warren County The Catskills Tourism Region North Country Chamber Capital-Saratoga Niagara Falls USA The Adirondacks Visit Buffalo Niagara Thousand Islands-Seaway Chautauqua Allegheny Central New York Dutchess Tourism Finger Lakes Regional RTC Rockland County Greater Niagara Region Syracuse Chautauqua-Allegheny The Strong

Brand USA/NYS/NYSTIA Partnership Summary 2018 Summary for NYS & NYSTIA Funded Programs New York State Investment: $230,876 Partner Investment: $111,767 NYSTIA Grant Investment: $232,777 NYS/Partner/NYSTIA Investment: $575,420 Program Value with Brand USA (cash + in-kind): $1,915,542 NY State’s Program Value ROI: $3.32 to $1

Program Results 2018

Brand USA & New York State Metrics 2018 Summary for NYS & NYSTIA Funded Programs:  New York State Impressions : 58,029,643  New York State Engagements : 293,193  New York State Activation :  Expedia: $1,931,188 Gross Bookings & 13,775 Room Nights*  ROI on Expedia Bookings: $45:$1  Ctrip: 52,000 PAX – Up 13.04% YOY*** * Attributable to Campaign ** Final Thomas Cook UK impressions/engagement/activation to come ***Ctrip results –includes NYS –only campaign and China Multi-Channel Fall campaign

Global Inspiration Program Exciting, inspiring content is translated into 9 languages and distributed in 21 markets+ using a multifaceted digital, mobile and print strategy. Reach carefully targeted audiences through Mobile Takeover Ads and drive more traffic to your digital content. • 2018 Guide: NY State : 8 pages; 13 NY partners • 2019 Guide: NY State : 6 pages; 13 NY partners (no NYC) • 2018 Results : 124 million impressions o Total Page Views – 3,562,385 o Total Edition Visits – 889,489 o Print Distribution – 547,000

Tour Operator Integration in the Inspiration Program Travel Vision Travel Globus Collette Air Canada Broadway Eden Group NAAR Tour Alidays Brands Family of Vacations Travel (Italy) Operator (Italy) Brands (Italy) Quality CRD CANUSA Explorer Faszination FTI Touristik Hotelpan & Knecht Reisen KUONI Group International Fernreisen Fernweh Travelhouse (Italy) Travel Gran Plan de Mundo Ofertas Mega Travel Dream Orinter Flytour CVC Shop Aeroméxico Joven Turísticas Destinations AGAXTUR Chalet Travel Hana Tour Hanjin Travel Mode Tour Online Tour Very Good Yellow Naeil Tour Viagens Tour Balloon Tour Visit USA Tioga Tours Fly to the American Tending Tix.nl Visit USA – Verkeersbure Fox Reizen Korea West Estates Travel Netherlands aus US Travel Amerikapesia eCruising JTB JALPAK HIS Hanky Travel Nippon Travel Travel Netherlan listen Travel (AU) International Agency Co Gallery ds S. Planner Glamour Trans Trend US De Jong Kinki Nippon (Italy) Amerika Viagens Commercial Intra Tourist Reisen Services – Korea Tour operator integration has grown by 144% to 61 tour operators in 2018!

2018 Multi-Channel Results: UK Winter 2018 • Canada Spring 2018 • • Germany Fall 2018 Australia Spring 2018 • Print – 1,575,000 magazine style inserts with NYS section Google Travel Affinity Banner Campaign 65,987 total clicks to NY content • 24,000 guaranteed clicks • Facebook Carousel Ad campaign 47,575 carousel engagements • 9,908 NYS tile clicks • Expedia Campaign: Custom Search Results for Upstate* 13,775 Room Nights • $1,931,188 Gross Bookings • *From a NYS Expedia campaign banner post view/post click

2016-18 NYS Expedia Multi-Channel Results: Upstate NY Room Nights 16,000 13,775* 14,000 12,000 10,000 8,539 7,015 8,000 6,000 4,000 2,000 - 2016 2017 2018 * Campaign banner attribution – post-view/post-click 30 days 2018 General bookings: 19,726 room nights

2016-18 NYS Expedia Multi-Channel Results: Upstate NY Gross Bookings $1,931,188* $2,000,000 $1,800,000 $1,600,000 $1,400,000 $1,184,110 $1,200,000 $910,645 $1,000,000 $800,000 $600,000 $400,000 $200,000 $- 2016 2017 2018 * Campaign banner attribution – post-view/post-click 30 days; 2018 General Bookings: $2,727,313

2018 Multi-Channel Results: China Spring 2018 China Fall 2018 Video – Custom content by Beautiful Destinations Video Platform – iQiyi display ad campaign Mafengwo – Social platform for shareable travel content with Visit the USA Travel Guide Ctrip - Campaign page promotions Results:  Total Video Views : 4,732,635  Engagements : 1,725  Ctrip: 8,639,906 impressions & 49,192 clicks  Total PAX : 52,000 (Ctrip MC + Ctrip campaign)

Ctrip: China’s largest OTA Ctrip provides comprehensive services including hotel reservations, flight reservations, package tours, train tickets, attraction information New York State Custom Campaign Page includes: • 12 Attractions • 6 Hotels • Package Products Results:  Impressions: 16,389,054  Clicks : 119,933  Total PAX : 52,000 (Ctrip MC + Ctrip) +13.04% YOY Increase  Emails: 97,683

Thomas Cook Everywhere UK – Currently Running 8.2 million impressions throughout TC network • Bespoke Landing Page – New York State landing • page with partners Long Island • Dutchess Tourism • Sullivan Catskills • Buffalo Niagara • Bookings through TC channels e-commerce sites • In-store screens with :15 teaser ads • Facebook sponsored ads for all partners • Included in magazines, brochures as well as • news and travel site https://www.thomascook.com/campaigns/new-york-state/ Travel Agent Training program – in UK •

Brand USA & NY State Partnership Summary 2019 New York State Investment: $289,516 Partner Investment: $142,823 NYSTIA Grant Investment: $248,707 Total NY State Investment: $681,046 Program Value with Brand USA (cash + in-kind): $1,577,149 NY State’s Program Value ROI: $2.31 to $1 Programs & Participants 2019

Brand USA & NY State Program Summary 2019  UK  Global • Winter Multi-Channel • Global Inspiration Program • Thomas Cook Everywhere • New York State Int’l Subsite** • Visit The USA sites: • Traffic Gen – Road Trips; City;  Germany Experience pages • Fall Multi-Channel**  Canada  China • Spring Multi-Channel • Spring Multi-Channel • NYS Digital Magazine • Ctrip**  Australia • Spring Multi-Channel Programs in blue are new in 2019; others are renewal programs **Programs that were not funded by NYSTIA grant

Custom Dedicated Subsite – Live April 2019  Extends New York’s international content reach beyond your own channels (in 9 languages and 15 market specific sites)  Includes 100% turnkey content creation, translations, hosting and technical maintenance  100% share of voice for subsite content  Includes guaranteed traffic generation and offers additional add-on media opportunities.  Separate from Visit the USA sites when entering NYS site https://newyorkstate.visittheusa.com/newyorkstate

Road Trip Videos & Traffic Generation 4 themed Road Trip videos • Americana; Culture & History; Food & Drink; Outdoors • Traffic gen already completed: • 280,000 views to the video pre-roll • New in 2019 through the NYSTA grant: • Additional 750,000 video views to videos • Music only so on all 15 NYS language sites https://newyorkstate.visittheusa.com/trip/onl y-new-york-cruising-small-towns-and-cultural- centers

Partner Pages: Traffic Generation 17 Current City & Experience pages on the new NYS subsite: Each to receive traffic gen to • the page in 1 preferred market 4,500 clicks to each page • Will run with new live subsite •

NY Digital Magazine: Canada – Summer 2019  Dedicated New York State Digital Magazine Partnering with Expedia in Canada to target prospective travelers featuring NY Road Trip videos.  Include New York chapters on Destination Spotlight, Road Trip, Quiz and What’s New.  Powered by Expedia with 9 million media https://www.myusamagazine.ca/florida impressions including targeted users on email, retargeting and digital display ads.

Number of Upstate NY Partners 2018 & 2019 Upstate NY: 31 2018 = 21 partners 2019 = 31 partners 30 25 21 20 15