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THE STATE OF TOURISM
Chelsea Ruby, Commissioner of Tourism
THE STATE OF TOURISM Chelsea Ruby, Commissioner of Tourism ABOUT ME - - PowerPoint PPT Presentation
THE STATE OF TOURISM Chelsea Ruby, Commissioner of Tourism ABOUT ME - - PowerPoint PPT Presentation
THE STATE OF TOURISM Chelsea Ruby, Commissioner of Tourism ABOUT ME THE WEST VIRGINIA TOURISM OFFICE Manage a public relations strategy and the statewide brand Create and execute the states marketing and advertising strategy
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THE WEST VIRGINIA TOURISM OFFICE
- Manage a public relations strategy
and the statewide brand
- Create and execute the state’s marketing and
advertising strategy
- Provide industry assistance and product
development
- Maintains and staffs 8 Welcome Centers which
greet more than 3 annual million visitors
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GOVERNOR JUSTICE’S VISION FOR TOURISM
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THE BASICS
- Increased marketing
funds
- More cohesive,
coordinated branding
- Economic
development
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TRENDS IN TOURISM MARKETING
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A trip was the largest discretionary purchase last year according to nearly 60% of leisure travelers.
PEOPLE ARE TRAVELING.
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T HAS CHANGED.
Source: Tnooz
THE INDUSTRY HAS EVOLVED.
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RETRO TRAVEL ADVERTISING
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2017 TRAVEL ADVERTISING
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ADVERTISING CONSUMES CONSUMERS.
Daily consumption is more than 16 hard drives for every man, woman and child in the U.S.
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ADS ARE EVERYWHERE.
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CONSUMPTION IS HIGH.
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MOBILE IS KING.
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FACEBOOK LIVES ON.
79% of all US internet users are on Facebook
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VIDEO DOMINATES.
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THE INTERNET KILLED THE TRADITIONAL SALES FUNNEL.
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THE NEW TRAVELER BUYING JOURNEY
Source: Luth Research ZQ Intelligence™ - Cross Platform Digital Behavior Measurement, Nov-Dec 2014 SLIDE 21
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HOW TRAVEL DECISIONS ARE MADE IN THE DIGITAL AGE
Source: Google, 2016. SLIDE 23
THE ADVERTISING STRATEGY HAS GOTTEN MUCH MORE COMPLEX.
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WEST VIRGINIA TOURISM
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WEST VIRGINIA TOURISM BY THE NUMBERS
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WEST VIRGINIA IS POSITIONED FOR GROWTH
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OUR GEOGRAPHY MAKES OUR JOB HARDER
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COOPERATIVE ADVERTISING IS A PROVEN MODEL FOR SUCCESS
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WE HAVE A TREMENDOUS PRODUCT.
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THE TIME IS NOW.
- Increased marketing budget and improved
coordination
- Strong state assistance for both marketing and
economic development
- More responsive to ever-changing marketing trends:
- Digital is key
- Content marketing including video
- Itinerary-based marketing
- Personalization
- Social media, importance of travel reviews
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YOU HELPED US TELL OUR STORY. More than 415,000 people participated.
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AND IT WORKED. Campaign reach topped
- ver 15 million.
Increase in followers on all three social platforms Web traffic up 200% Travel guide views increased about 400%
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