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

Brand USA & Rhode Island 2019-20

January 24, 2019

Brand USA & New York State Tourism Conference

April 2019

Programs & Participants 2018

Brand USA & NY State Program Summary 2018

• Global
• Global Inspiration Program
• Visit The USA sites:
• 4 Road Trip Videos
• Canada
• Spring Multi-Channel
• Australia
• Spring Multi-Channel
• UK
• Winter Multi-Channel
• Thomas Cook Everywhere*
• Germany
• Fall Multi-Channel
• China
• 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 2017-18 Partner Investment: $125,044 NYSTIA Grant Investment: $375,091 Total Grant Program: $500,135 Market NY Grant AC682 2018-19 Partner Investment: $137,967 NYSTIA Grant Investment: $382,500 Total Grant Program: $520,467

Brand USA & NY State Industry Participation 2018

Participants: Leveraging both I Love NY opportunities and the NYSTIA grant

• pportunities, 21 Regions, DMOs, Attractions, Trails, and Museums participated in Programs

NYS Regions:

Discover Long Island Hudson Valley Tourism The Catskills Tourism Region Capital-Saratoga The Adirondacks Thousand Islands-Seaway Central New York Finger Lakes Regional RTC Greater Niagara Region Chautauqua-Allegheny DMOs and Others Sullivan Catskills Saratoga Springs Chamber Warren County North Country Chamber Niagara Falls USA Visit Buffalo Niagara Chautauqua Allegheny Dutchess Tourism Rockland County Syracuse 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
• Total Page Views – 3,562,385
• Total Edition Visits – 889,489
• Print Distribution – 547,000

Travel Brands Vision Travel Globus Family of Brands Collette Air Canada Vacations Broadway Travel Eden Group (Italy) NAAR Tour Operator (Italy) Alidays (Italy) Quality Group (Italy) CRD International CANUSA Explorer Fernreisen Faszination Fernweh FTI Touristik Hotelpan & Travelhouse Knecht Reisen KUONI Travel Shop Gran Plan de Aeroméxico Mundo Joven Ofertas Turísticas Mega Travel Dream Destinations Orinter Flytour CVC AGAXTUR Viagens Chalet Travel Hana Tour Hanjin Travel Mode Tour Online Tour Very Good Tour Yellow Balloon Tour Naeil Tour Visit USA Korea Tioga Tours Fly to the West American Estates Tending Travel Tix.nl Visit USA – Netherlands Verkeersbure aus Fox Reizen US Travel Netherlan ds Amerikapesia listen eCruising Travel (AU) JTB JALPAK HIS Hanky Travel International Nippon Travel Agency Co Travel Gallery

• S. Planner

Glamour (Italy) Trans Amerika Reisen Trend Viagens US Commercial Services – Korea De Jong Intra Kinki Nippon Tourist

Tour Operator Integration in the Inspiration Program

Tour operator integration has grown by 144% to 61 tour operators in 2018!

2018 Multi-Channel Results:

• UK Winter 2018
• Germany Fall 2018
• Canada Spring 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:

7,015 8,539 13,775*

• 2,000

4,000 6,000 8,000 10,000 12,000 14,000 16,000

2016 2017 2018

Upstate NY Room Nights

*Campaign banner attribution – post-view/post-click 30 days 2018 General bookings: 19,726 room nights

2016-18 NYS Expedia Multi-Channel Results:

$910,645 $1,184,110 $1,931,188*

$- $200,000 $400,000 $600,000 $800,000 $1,000,000 $1,200,000 $1,400,000 $1,600,000 $1,800,000 $2,000,000

2016 2017 2018

Upstate NY Gross Bookings

*Campaign banner attribution – post-view/post-click 30 days; 2018 General Bookings: $2,727,313

2018 Multi-Channel Results:

China Spring 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)

China Fall 2018

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

• Travel Agent Training program – in UK

https://www.thomascook.com/campaigns/new-york-state/

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

• Global
• Global Inspiration Program
• New York State Int’l Subsite**
• Visit The USA sites:
• Traffic Gen – Road Trips; City;

Experience pages

• Canada
• Spring Multi-Channel
• NYS Digital Magazine
• Australia
• Spring Multi-Channel
• UK
• Winter Multi-Channel
• Thomas Cook Everywhere
• Germany
• Fall Multi-Channel**
• China
• Spring Multi-Channel
• Ctrip**

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

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

Partner Pages: Traffic Generation

NY Digital Magazine: Canada – Summer 2019

https://www.myusamagazine.ca/florida

• 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

impressions including targeted users on email, retargeting and digital display ads.

Number of Upstate NY Partners 2018 & 2019

21 31

15 20 25 30

Upstate NY: 2018 = 21 partners 2019 = 31 partners

Brand USA & NY State Industry Participation 2019

Participants: Leveraging both I Love NY opportunities and the NYSTIA grant

• pportunities, 31 Regions, DMOs, Attractions, Trails, and Museums participated in Programs

Ten NYS Regions:

Discover Long Island Hudson Valley Tourism The Catskills Tourism Region Capital-Saratoga The Adirondacks Thousand Islands-Seaway Central New York Finger Lakes Regional RTC Greater Niagara Region Chautauqua-Allegheny DMOs: Sullivan Catskills Saratoga Springs Chamber Discover Albany Warren County North Country Chamber Finger Lakes Visitors Connection Niagara Falls USA Visit Buffalo Niagara Chautauqua Allegheny Dutchess Tourism Rockland County Syracuse Other Participants: Haunted History Trail Country Byways Oneida County Tourism Cayuga Scenic Byways Maid of the Mist Wine Water Wonders The Strong Explore & More Museum Corning Museum of Glass

Proposed Programs 2020

Brand USA & NY State 2019-20 Proposed Programs:

• Global
• Global Inspiration Program
• Visit The USA sites- SEM to NYS subsite
• Canada
• Canada East Spring Multi-Channel
• Traffic to NYS Digital Magazine,
• Australia
• Australia Fall Multi-Channel 2020
• UK
• UK Winter Multi-Channel
• Thomas Cook Everywhere UK
• Germany
• Germany Spring Multi-Channel
• China
• China Spring Multi-Channel
• Ctrip

Programs in blue are new in 2019; others are renewal programs

Thank You!

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