New York State Tourism Conference April 26, 2019 New York State - - PowerPoint PPT Presentation
New York State Tourism Conference April 26, 2019 New York State Division of Tourism 1 N EW Y ORK S TATE S C OMMITMENT TO T OURISM State Tourism Investment 2010 - 2018 $70,000,000 $60,000,000 $50,000,000 $40,000,000 $30,000,000
New York State Tourism Conference
April 26, 2019 New York State Division of Tourism
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$0 $10,000,000 $20,000,000 $30,000,000 $40,000,000 $50,000,000 $60,000,000 $70,000,000 2010 2013 2016 2018 State Tourism Investment 2010 - 2018
Prior Administration Current Administration
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Marketing ▪ Advertising ▪ Public Relations ▪ Experiential Marketing & Events ▪ Digital Initiatives ▪ Segment Marketing ▪ Consumer Travel Tools ▪ Strategic Partnerships International Sales & Marketing ▪ Sales Activities ▪ Trade Shows ▪ Brand USA Program & Policy Development ▪ Senior Program ▪ Accessibility Program Industry Support ▪ New York Times Travel Show ▪ Funding Opportunities
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I LOVE NY works to: ▪ Build consideration and visitation to New York State by showcasing the unique, world-class destinations that Upstate New York offers ▪ Convey the emotional value of family memories created in New York State ▪ Drive information-seeking behavior to iloveny.com, TPAs and tourism partners
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▪ Refreshed “Find What You Love” campaign, builds on iconic heart logo ▪ Focused on highlighting world-class attractions in New York State ▪ Complemented with images of creating memories with loved ones ▪ Target market remains the same: families in 5-hour drive radius
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12 The National Comedy Center is an Unlikely Attraction That’s Putting Western New York Back on the Map
▪ Focus on changing face of the tourism landscape in New York State ▪ Various storylines have driven interest from the media:
❑ Recent hotel openings like Chautauqua Harbor
Hotel, Eastwind, Resorts World and YO1
❑ Unprecedented growth of craft beverage
industry ▪ Overall increase in story placements, quality publications and quality of media attendance at events
Top Places to Go in 2019 New York State Winter Travel National Comedy Center Opening Media Appointments Deskside Interviews
Summer
▪ Attractions, activities & craft beverages ▪ 72 media attended
Winter
▪ Winter sports & family travel ▪ 87 media attended with 34 new attendees
Fall
▪ Fall Harvest & Foodie Fest ▪ 42 media & coverage of event itself
▪ Individual press trips across state highlighted new attractions and lodging ▪ Group trips
❑ Skiing in the Catskills ❑ Macaroni Kid trips to Chautauqua-Allegheny & the
Adirondacks
❑ Long Island FAM for Belmont Stakes
▪ TBEX post-FAM trips cover the entire state
❑ Two hosted by Visit Rochester ❑ Seven hosted by I LOVE NY and Break the Ice Media
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Tour Stops ▪ Added second touring Pod to extend reach ▪ Stopped at 39 major events both in-state & out-of-state ▪ Attended 21 new events ▪ 46% of tour stops were previously successful events ▪ Added events to support state tourism initiatives Pod Improvements ▪ Redesigned interiors to include VR & GIF activations ▪ Updated digital content across all 5 apps ▪ Design enhancements to improve user experience
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▪ Transformed 25,000 sq. ft. space in Expo Center into engaging experience that promotes tourism ▪ “All Year, All Here” theme with four season vignette stations ▪ Built ‘Tree of Seasons’ as central anchor for footprint design ▪ Incorporated massive video walls to promote world-class state attractions ▪ Utilized ILNY Pod to provide engaging, fun and informative content ▪ Partnered with various state agencies to include related activations
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HOLD FOR VIDEO
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▪ Opened final six of 11 Welcome Centers ▪ Each celebrates its local region, promoting attractions as well as food & beverage and agritourism destinations ▪ Elements include:
OPENED SCHEDULE
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Interactive digital kiosks
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Video wall
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Artifacts exhibit
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Floor map of attractions
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Taste NY market/store
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Walk of Fame
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I LOVE NY Selfie Wall
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Life-sized I LOVE NY Sculpture
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Outdoor play area
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Outdoor pet comfort area
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Community room*
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DMV kiosk*
*In some locations
Long Island – opened Fall 2016 Javits Center – opened Spring 2017 Mohawk Valley – opened Spring 2017 Southern Tier – opened Fall 2017 Central NY (Destiny USA) – opened Fall 2017 Finger Lakes – opened Spring 2018 Hudson Valley/Catskills – opened Fall 2018 Western NY – opened Fall 2018 Adirondacks – opened Fall 2018 Capital Region – opened Fall 2018 North Country – opened Fall 2018
Welcome Center Opening Dates
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Website & Blog Posts ▪ Increased page views & time spent on pages ▪ Launched redesigned listings widgets User Generated Content ▪ High engagements on iloveny.com pages Social Media ▪ 56 Instagram stories with high number of views, retention rate & swipe-ups to website ▪ Wibbitz partnership to produce social-first videos
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▪ 16 attractions faced off in four rounds of voting ▪ Partnered with JetBlue and TPAs for free trip sweepstakes to New York State ▪ Drove increased visitation to iloveny.com ▪ Collected new email subscribers ▪ 2019 Winner: Maid of the Mist
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▪ Sent The Bucket List Family to experience a summer trip in the Adirondacks ▪ Saw positive sentiment in real time and interest in future travel to NY ▪ Surpassed industry performance benchmark for influencers
@izzy abbott1 Want to plan a trip there @themircotourists It is on our bucket list to go here in the fall. It would be awesome to catch the trees changing colors.
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Replaced basic “Concierge” questionnaire with innovative “Discover NY” swipe function to connect users with things to do based on their specific interests.
Virtual Reality Editorial Content Discover NY
Integrated cutting-edge technology of Virtual Reality with 6 unique experiences in New York State. Implemented editorial content with more than 60 pieces of live content, tagged by region and interest.
Email Collection
Launched email collection integration.
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▪ Continued Columbus Day Weekend (fall) in addition to Father’s Day Weekend (spring) ▪ Redesigned brochure and collateral ▪ Produced lawn signs to assist with wayfinding ▪ Distributed branded stickers to assist with attendance & program promotion ▪ Engaged in paid digital advertising for first time ▪ Participation grown 125% from 2014 to 2018 ▪ 13% increase in total event hosts YOY ▪ 1.2 Million impressions from paid digital advertising ▪ 52 of 62 counties participated in Spring ▪ 46 of 62 counties participated in Fall
MEDIA
▪ Print and digital advertising in strategic LGBTQ outlets domestically & internationally ▪ Print & digital WorldPride travel guide used at pride events ▪ Updated design & content of iloveny.com/LGBT to reflect WorldPride celebrations, events & destinations ▪ WorldPride e-newsletter sent to travelers who provided emails at consumer events in 2018
EXPERIENTIAL
▪ Activated at key live consumer and trade events domestically and internationally ▪ Partnered with Heritage of Pride/NYC Pride to open an LGBTQ Welcome Center in the West Village
PR
▪ Co-hosted LGBTQ Media event with Heritage of Pride in NYC ▪ Launched WorldPride Ambassadors program
▪ Launched two mobile experiences with digital activations ▪ Experiences included NYS travel profile quizzes and VR & staffed by a team of brand ambassadors ▪ Strategy to reach long-haul travelers interested or planning to attend WorldPride ▪ Tour included 13 stops — 8 domestic & 5 international ▪ Emphasis on attending largest LGBTQ focused events in the world – Berlin, San Diego, Miami, Atlanta, etc. ▪ Collected more than 5,300 emails ▪ Total reach of more than 7 million
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▪ Offices in China, UK, Canada, Germany, and Australia ▪ Sales calls to in-market, outbound agents & operators
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New York State offered by 31 German Tour Operators ▪ Conduct workshops and trainings for agents & operators
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361 agents completed ILNY Online Travel Agent Training Manual in UK
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In-house training for Hainan Airline staff ▪ Strategic partnerships to encourage increased visitation
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Partnership with Noble Outdoors led to Lantern Festival bringing 600 new visitors to Orange County
Travel Solutions Dublin & Belfast Ski FAM ▪ Hunter Mountain, Villa Vosilla and Woodbury Common ▪ 8 UK tour operators skied, shopped & toured lodging facilities Australian FAM ▪ Tour operator FAM in partnership with Delta Airlines to NYC/Upstate for 8 top selling Australia travel agents ▪ Led to 411 room nights booked Post IPW FAM ▪ 9 Chinese agents visited the Catskills & Adirondacks ▪ Generated nearly 350 bookings of 2,100+ room nights and almost $814,000 in sales
UK Sales Mission: September 18-21, 2018 ▪ Five days in London, Peterborough and Manchester Canada Road Show: November 27-29, 2018 ▪ Toronto, Montreal and Ottawa ▪ Attended by 7 New York State destinations who met and gave presentations to 147 Canadian tour operators, travel agents and media representatives Aer Lingus Road Show, Ireland: February 18-21, 2019 ▪ “Taste of America” roadshow with Aer Lingus stopping in Belfast, Dublin, Limerick, Cork ▪ Engaged with 385 Irish agents
IPW Denver: May 19-23, 2018 ▪ 139 trade & media appointments ▪ Product presentations from CNY, CONY, Corning & Southern Finger Lakes, Discover Saratoga, Dutchess Tourism, Visit Buffalo Niagara, Visit Syracuse, Sullivan County, Visit Rochester, Lake George WTM London: November 5-7, 2018 ▪ 53 trade and media appointments ▪ Product presentations from Discover Long Island, CNY, Dutchess County, Wine Water & Wonders Holiday World Dublin: January 25-27, 2018 ▪ 933 trade, 41,433 trade + public in attendance
ITB Berlin: March 6-8, 2019 ▪ 42 trade and media appointments ▪ Product presentations from NYC & Company, Dutchess County, Visit Niagara, Long Island, Wine, Water & Wonders, and LEGOLAND ▪ 32 operators/media attended hosted breakfast IMTM Tel Aviv: February 12-13, 2019 ▪ Largest travel trade show in Mediterranean ▪ ILNY spoke at Welcoming Ceremony attended by Mayor of Jerusalem, Israeli Ministry of Tourism officials, Ministers of Tourism from around the world, press, exhibitors and FAM groups ▪ I LOVE NY provided with booth space courtesy
UK Winter 2018 ▪ 460,000 print distribution ▪ 13,540 Google Display Travel Model clicks ▪ 13,808 Facebook Carousel clicks ▪ Expedia gross bookings up 71% & room nights up 123% in YOY 42 day booking period Australia Spring 2018 ▪ 450,000 print distribution ▪ 8,626 Google Display Travel Model clicks ▪ 11,416 Facebook Carousel clicks ▪ Expedia gross bookings up 7% & room nights up 7% in YOY 42 day booking period
Canada Spring 2018 ▪ 350,000 print distribution ▪ 18,193 Google Display Travel Model clicks ▪ 13,540 Facebook Carousel clicks ▪ Expedia gross bookings up 129% & room nights up 127% in YOY 42 day booking period
China Spring 2018
▪ Broadcast TV Episodes: 287,604,789 ▪ Video Vignettes: 854,994,000 ▪ 159,300,000 Metro Stations ▪ 693,800,000 LCD In-Bus ▪ 1,894,000 Online Video ▪ 151,278 Print Impressions ▪ Social – Weibo, WeChat – 247,541 ▪ Activation: 1,500 itineraries booked ▪ Gross Bookings: est. $9,000,000 ▪ YOY increase of 50%
China Fall 2018
▪ New York State, Niagara Falls, Syracuse videos ▪ Video Plays: 3,508,768 ▪ 6 news articles ▪ 6 social posts – 4,879,000 reads ▪ 88,442 engagements ▪ Platforms: Tencent QQ, Youku, Tudou, iQIYI
USA Discovery Program Launched
▪ Award-winning travel agent training site where agents can become accredited USA Specialists ▪ Over 30,000 Travel Agents have been certified on the USA Discovery Program ▪ Based on learning about the USA ▪ Read Up, Take a Quiz, Earn a Badge! ▪ Currently in UK, Ireland, Australia, New Zealand, Brazil, China, India ▪ Coming in 2018 in Mexico, South Korea, Germany and Canada ▪ Agents participating are eligible for MegaFam participation ▪ Airport integration
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▪ Program passed by the New York State Legislature to encourage seniors to choose New York State as their vacation destination ▪ Collected information on Senior discounts available at New York State Parks and attractions ▪ Performing market research to best inform how to expand currently available information ▪ Working with state agency partners like Office of the Aging and Parks, Recreation & Historic Preservation to promote program
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▪ Goal to improve information available about accessible travel in New York State ▪ Hired Open Doors Organization, a non- profit specializing in accessibility in travel and tourism ▪ ODO performing research on accessibility market on national level and within target market ▪ Developed set of criteria by which to measure visitor experience for those with varying abilities at different attractions ▪ Survey with criteria distributed to 250+ attractions in New York State
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▪ January 25-26 at the Javits Center ▪ ILNY has branded aisle for fifth straight year ▪ First year ILNY is an official sponsor ▪ Elevated brand exposure including show signage and ads in NYT magazine, newspaper and on show website ▪ Several speaking opportunities including panel representation and Facebook Live & podcast interviews ▪ Most exhibitors to date with 19 NYS partners participating
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▪ $4.5 million available to 62 counties ▪ Meant to assist with tourism efforts to reach new market areas that sustain/boost overnight visitation ▪ Initiated & Implemented Process Improvement Program – Phase I
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Application Updates (simplifying application process)
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Updated Forms (increased transparency & accountability)
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Training Sessions
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Abridged Final Report Process
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Market New York Round 8 ▪ $15 million in awards for direct investments to 60 projects including:
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Close to $7M for 46 marketing projects
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Close to $8M for 14 capital projects
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Up to $1.4M to support WorldPride/Stonewall 50
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Up to $1.7M for to support Agri-tourism Craft Beverage projects ▪ Over $91.4 million awarded to 320 tourism projects across the state through the overall REDC process
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▪ Glamping at Watkins Glen, Aprile Ventures LLC ▪ Buffalo Wing Trail Marketing Initiative, Visit Buffalo ▪ Hudson Valley Esports Invitational and Expo, MAAC ▪ LUMA Special Exhibitions, LUMA Projection Arts LLC ▪ Make Your Own Glass Expansion Project, Corning Museum of Glass ▪ Craft Brewing Exhibition & Signature Event: Hopsego, Farmers’ Museum ▪ Dove Art Trail Legacy Connector Project, Sullivan County Visitors Assoc. ▪ Professional Surfing Competition Long Island, World Surf League ▪ From Rivers to Rainbows WorldPride 2019, Niagara Tourism
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▪ New York State welcomed 243.8 million visitors in 2017 ▪ Visitors generated 67.6 billion in direct spending in 2017 – $14 billion more than 2011 ▪ New York State tourism generated $8.5 billion in state and local taxes in 2017 ▪ Provided an average per-household savings of $1,172 in taxes ▪ Total economic impact of New York State tourism in 2017 was $108.7 billion ▪ Tourism is state’s third-largest private sector employer, supporting 950,300 jobs in 2017
MILLION
investment in tourism in 2018
MILLION
visitors to New York State in 2017
RISE
in Statewide visitation since 2011
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Advertising ▪ Continue “Find What You Love” with mix of OOH and commercial advertising Public Relations ▪ Seek tourism attractions to host Media Nights and consider smaller niche event for targeted media ▪ Reorganize press released according to trends and topics instead of by region ▪ Fine tuning media pitches to showcase “hidden gems” like craft beverage and history attractions Digital ▪ Make database listings more consistent and compelling to consumers ▪ Continue improving website usability and investing in top performing campaigns and editorial ▪ Explore new ways to reach our audience on social media – check out our new TripAdvisor profile! ▪ Implement partnership with CrowdRiff ▪ Create more digital-first video
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Experiential & Events ▪ ILNY Pod Tour to return with ~40 events and dedicated area for NYS travel conversations ▪ ILNY Experiences portal will migrate to main I LOVE NY website for seamless transition of recommendations ▪ Partnering with Ag & Markets to bolster and support marketing efforts for Welcome Centers Segments ▪ Provide consumer-friendly accessible tourism information based on survey results ▪ Provide tourism stakeholders with best practices & guidelines to encourage better visitor experiences for people with differing accessibility needs ▪ Continuation of popular Spring and Fall Path Through History Weekends ▪ PTH Weekend social media contest to promote the program and track attendance Policy ▪ Reconvene the Tourism Interagency Taskforce
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$15 Million for Tourism Projects ▪ $7 Million for Regional Tourism Marketing (working capital)
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Minimum requests of $50,000+ only ▪ $8 Million for Tourism Capital (construction/capital expenses)
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Minimum requests of $150,000+ only ▪ The following projects are encouraged:
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Projects that market/promote/showcase: unique, world-class destinations; a broad array of activities; and/or strength in creating family memories
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Projects that align with I LOVE NY initiatives such as: I LOVE NY LGBT; Path Through History; Taste NY and agritourism; and/or new special events Visit www.iloveny.com/MarketNY for most recent information