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 $20,000,000 $10,000,000 $0 2010 2013 2016 2018 Prior Administration Current Administration 2
I LOVE NY I NITIATIVES Marketing International Sales & Marketing Advertising Sales Activities ▪ ▪ Public Relations Trade Shows ▪ ▪ Experiential Marketing & Events Brand USA ▪ ▪ Digital Initiatives Program & Policy Development ▪ Segment Marketing Senior Program ▪ ▪ Consumer Travel Tools Accessibility Program ▪ ▪ Strategic Partnerships Industry Support ▪ New York Times Travel Show ▪ Funding Opportunities ▪ 3
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A DVERTISING 5
I LOVE NY S TRATEGY 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 ▪
F IND W HAT Y OU L OVE C AMPAIGN ▪ 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 7
T ELEVISION C OMMERCIALS : S UMMER 8
T ELEVISION C OMMERCIALS : F ALL 9
T ELEVISION C OMMERCIALS : W INTER 10
O UT - OF -H OME A DVERTISING 11
P UBLIC R ELATIONS The National Comedy Center is an Unlikely Attraction That’s Putting Western New York Back on the Map 12
O VERVIEW ▪ 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
M EDIA R ELATIONS H IGHLIGHTS Top Places to Go in 2019 New York State Winter Travel National Comedy Center Opening Media Appointments Deskside Interviews
2018 M EDIA E VENTS Winter Summer Fall Winter sports & family travel ▪ Attractions, activities & Fall Harvest & Foodie Fest ▪ ▪ craft beverages 87 media attended with ▪ 42 media & coverage of ▪ 34 new attendees 72 media attended event itself ▪
2018 P RESS T RIPS ▪ 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
E XPERIENTIAL M ARKETING & E VENTS 17
I LOVE NY P OD T OUR 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 18
I LOVE NY P OD T OUR 19
I LOVE NY E XPERIENCE AT G REAT N EW Y ORK S TATE F AIR 20
I LOVE NY E XPERIENCE AT G REAT N EW Y ORK S TATE F AIR 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 21
W ELCOME C ENTERS HOLD FOR VIDEO 22
W ELCOME C ENTERS OPENED SCHEDULE Welcome Center Opened final six of 11 Welcome Centers ▪ Opening Dates Each celebrates its local region, promoting ▪ attractions as well as food & beverage and Long Island – opened Fall 2016 agritourism destinations Javits Center – opened Spring 2017 Elements include: ▪ Mohawk Valley – opened Spring 2017 Southern Tier – opened Fall 2017 Interactive digital kiosks Life-sized I LOVE NY ❑ ❑ Sculpture Central NY (Destiny USA) – opened Fall 2017 Video wall ❑ Finger Lakes – opened Spring 2018 Outdoor play area ❑ Artifacts exhibit ❑ Hudson Valley/Catskills – opened Fall 2018 Outdoor pet comfort area ❑ Floor map of attractions Western NY – opened Fall 2018 ❑ Community room* ❑ Adirondacks – opened Fall 2018 Taste NY market/store ❑ DMV kiosk* Capital Region – opened Fall 2018 ❑ Walk of Fame ❑ North Country – opened Fall 2018 I LOVE NY Selfie Wall *In some locations ❑ 23
D IGITAL 24
E DITORIAL AND S OCIAL M EDIA 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 ▪ 25
W IBBITZ S OCIAL S LIDESHOW 26
I LOVE NY B RACKET C HALLENGE 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 27
I NSTAGRAM S TORIES G O I NTERACTIVE 28
T HE B UCKET L IST F AMILY I NFLUENCER C AMPAIGN ▪ Sent The Bucket List Family to experience a @izzy abbott1 summer trip in the Adirondacks Want to plan a trip there ▪ Saw positive sentiment in real time and interest in future travel to NY @themircotourists It is on our bucket list to go here in the fall. ▪ Surpassed industry performance It would be awesome to catch the trees benchmark for influencers changing colors. 29
N EW M OBILE A PP F EATURES Discover NY Virtual Reality Editorial Content Email Collection Replaced basic “Concierge” Implemented editorial Integrated cutting-edge Launched email collection questionnaire with innovative content with more than 60 technology of Virtual Reality integration. “Discover NY” swipe function to pieces of live content, with 6 unique experiences in connect users with things to do tagged by region and New York State. based on their specific interests. interest. 30
T OURISM S EGMENTS 31
P ATH T HROUGH H ISTORY W EEKENDS 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 ▪
O VERVIEW OF W ORLD P RIDE E FFORTS MEDIA PR EXPERIENTIAL Print and digital advertising in Co-hosted LGBTQ Media event Activated at key live consumer ▪ ▪ ▪ strategic LGBTQ outlets with Heritage of Pride in NYC and trade events domestically domestically & internationally and internationally Launched WorldPride ▪ Print & digital WorldPride travel Ambassadors program Partnered with Heritage of ▪ ▪ guide used at pride events Pride/NYC Pride to open an LGBTQ Welcome Center in the Updated design & content of ▪ West Village iloveny.com/LGBT to reflect WorldPride celebrations, events & destinations WorldPride e-newsletter sent to ▪ travelers who provided emails at consumer events in 2018
W ORLD P RIDE A CTIVATIONS 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 ▪
W ORLD P RIDE D IGITAL M EDIA P LAN
W ORLD P RIDE PR R ESULTS
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