MARKETING PRESENTATION ExploreGeorgia.org Highlights 82% of site - - PowerPoint PPT Presentation

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MARKETING PRESENTATION ExploreGeorgia.org Highlights 82% of site - - PowerPoint PPT Presentation

Oct 10, 2022 338 likes •754 views

2011 GEORGIA GOVERNORS TOURISM CONFERENCE MARKETING PRESENTATION ExploreGeorgia.org Highlights 82% of site traffic is first time visitors Site traffic this year is up by more than 20% To date for 2011, traffic has

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2011 GEORGIA GOVERNOR’S TOURISM CONFERENCE MARKETING PRESENTATION

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ExploreGeorgia.org Highlights

  • 82% of site traffic is first

time visitors

  • Site traffic this year is up by

more than 20%

  • To date for 2011, traffic has

increased nearly 50%

  • In the past 12 months, we

almost doubled the size of

  • ur email database
  • Georgia Travel Guide

requests remain higher than last year

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2011 Georgia Travel Guide

  • 750,000 Circulation
  • 2,325,000 Total Readership
  • 1 million readers online
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Braves Sponsorship

Partnership with the Atlanta Braves In-game at Turner Field & In-game commercials during radio broadcasts Total Estimated Impressions: 105,000,000

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Georgia Traveler Sponsorship

Total Impressions Delivered: 5,141,214

Season 5

6 episodes in the Fall (October, November) 7 episodes in the Winter/Spring (January, February, April). All 13 episodes are repeated late spring and summer

Season 6

Production will begin in 2012

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Grant and Co-Op Print Advertising

  • Six special sections featuring Georgia, 4 to 28

pages in length, delivering more than a 2 to 1 Value for our spending.

  • Atlanta Magazine
  • Five Meredith Publications including BH&G and Family

Circle

  • GO! Magazine
  • Budget Travel

Total Estimated Value: $1,455,184

  • Spring Newspaper Insert featuring Grant and

Co-Op partner advertisements Total Estimated Value Collinson Media: $76,000 Total Estimated Value Madden Media: $237,352

  • Other Grant and Co-Op Advertisements in Southern

Living, Group Tour and Georgia Magazine

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TripAdvisor Partnership

  • Georgia Advertorial: 6 months
  • Four grant partners have equal

presence on page

  • Branded drivers, garnering over 3.2MM

impressions

  • Georgia Tourism Sponsorship:
  • ne full year presence
  • Ownership of photos and some content

along with banners driving to ExploreGeorgia.org

Total package value: $106,618

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Spring/Summer Advertising Print Circulation and Impressions

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Tourism Print Ads – Special Section Atlanta magazine - April

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Tourism Print Ads – Special Section Budget Travel - April

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Tourism Print Ads – Special Section Go! Magazine - March

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Digital Media Banners

Partnership’s with:

  • Yahoo
  • WeatherBug
  • ValueClick
  • 20,590,520 impressions
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Quarterly Contests

  • Georgia’s Grand Slam Getaway
  • Ultimate Georgia Vacation
  • Georgia’s Girlfriends’ Getaway
  • 80 Days of Georgia Giveaways
  • Homestretch Giveaway
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Georgia’s Grand Slam Getaway

Launch Date: June 15, 2010 End Date: July 15, 2010 Highlights:

  • Facebook fans more than doubled
  • 5,478 Facebook Fans Acquired
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Ultimate Georgia Vacation

Launch Date: July 1, 2010 End Date: July 31, 2010 Highlights:

  • Increased Trip Planner usage by

60%

  • Over 700 trips were planned
  • Contest page had over 8,000 hits
  • Facebook drove over 15,517 click-

throughs on the fan page

  • 6,085 Facebook Fans Acquired
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Georgia’s Girlfriends’ Getaway

Launch Date: November 2, 2010 End Date: January 3, 2010 Highlights:

  • Drove over 3,000 entries
  • Facebook drove over 20,000 click-

throughs to the fan page

  • Contest drove over 7,500 new fans to the

Explore Georgia Facebook page

  • Newsletter database increased by 2,152
  • 7,563 Facebook Fans Acquired
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80 Days of Georgia Giveaways

Launch Date: May 2, 2011 End Date: August 23, 2011 Highlights:

  • 23,753 Facebook Fans Acquired
  • Drove a 106% increase in

Facebook fan base – resulting in 42,893 current fans

  • 34,019 contest entries
  • Twitter follower base increased by

21% - resulting in 13,851

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FY11 YTD Social Lead Generation

10,000 20,000 30,000

5,570

29781

Facebook Lifetime Likes

435% growth

in Facebook fan base

27,024 acquired

Facebook fans

48% growth

in Follower base

3,902 acquired

Twitter Followers

  • 2,000

4,000 6,000 8,000 10,000 12,000 14,000 8,102

12,004 Twitter Followers

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FY11 YTD Email Lead Generation

23,659 emails

acquired since July 2010

99.8% retention

  • f acquired without opt-out

Of email registrants, over half (65%) signed up to receive multiple emails. 12% of the email database is registered to receive all 3 Georgia Tourism emails (eCRM, Special Offers, This Week in GA).

0% 20% 40% 60% 80% Civil War This Week in GA Special Offers eCRM 1% 46% 64% 66% 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Emails Acquired

2010 2011

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New Ad Campaign Connection Point

Authentic Experiences – Not Manufactured Memories Southern Sensibilities Modern Possibilities Genuine Georgia

Key Insight Brand Essence

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Campaign Research

We conducted research over the last year to arrive at our new positioning and to develop our new campaign

  • Ethnography – one-on-one

interviews in Georgia and key feeder markets

  • Social Media Audit
  • Focus Goups (5) in Georgia and key

feeder markets

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Our Target Demographic

Women 25-54, both within Georgia and in surrounding states, who act as the key influencer in planning vacation time for them and their loved ones

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The Georgia Experience brings a

contemporary and modern feel with the authenticity, heritage and hospitality of the South. Key Message

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Personality and Voice of the Brand

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Advertising Interactive PR/Advertorial Product Development Sales Force

Branding

Campaign Touchpoints

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The South With A Twist

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New Website To Launch January, 2012

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  • Online VIC Phase 1 Downloadable

brochures

  • Newsletter Sign up Landing Page
  • Right Rail Updates
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Launch of MOBI Site

Mobile Web features:

  • Updated content including images and video
  • Links provided to all Partner mobile sites
  • Wide selection of categories
  • Special offers by city, type, and by region
  • Dynamic Events Calendar
  • Click -to -Call option
  • Locator Map ID
  • Links to all social networks
  • Favorites planning feature New design with

improved user interface

Contact: Alexandra Owen ITI Marketing 941-966-8979

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CW150

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GaCivilWar.org

  • Visitors have come from 96 countries/territories, with

the majority coming from the United States, Canada and the United Kingdom

  • There have been over 117,890 page views
  • The average visitor has had 4.2 page views
  • Over 30% of visitors were interested in attractions

and events

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  • Interactive Flash Map
  • Timeline
  • Integration with current

PA to dynamically publish upcoming events

  • Online Store
  • CW150 Newsletter

GACivilWar.org

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Georgia’s Guide to the Civil War

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Crossroads of Conflict Sales

  • Over 4,000 books have

sold from the 1st printing

  • The book is currently in

its 2nd printing

  • The book continues to

be the #1 selling item through the online store

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  • Homepage
  • Online VIC page
  • 9 Regional Landing Pages
  • Must See Attractions/Listings

Overview Page

  • Special Offers Page
  • Regional Video Landing pages
  • Newsletter ad sales

Contact:

Jill Teter, Atlanta Magazine Travel Sales Director 877-554-0780 jill-teter@comcast.net

Other Exciting News – Online Banner Sales for 2012

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What’s New For 2012

  • Launch of new ad campaign in the spring
  • Redesign of ExploreGeorgia.org
  • Improved Search capabilities on ExploreGeorgia.org
  • Added functionality to the Online VIC
  • Advertising opportunities for Partners on

ExploreGeorgia.org, GaCivilWar.org and mExploreGeorgia.org and in newsletters

  • Georgia On My Mind Store on ExploreGeorgia.org,

with a huge variety of wearables