Kentucky Department of Travel and Tourism Mike Mangeot, Commissioner

2 Advertising Earned Media International Marketing Events Web Research Year In Review

Agenda 3 Worked with Creative Alliance to refresh our advertising look and feel. Advertising

Agenda 4 Advertising

Agenda 5 Advertising Re-Design

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8 Hosted Brand USA FAM featuring 5 international writers Worked with MRC to host 6 international writers Hosted two FAMs (total of 12 journalists) with Lofthouse (Feb./Oct.) Hosted 31 individual journalists Media trips to New York (May) and San Francisco (Oct.) AGLOW Conference Numerous “Best of” mentions in USA Today, Southern Living, etc. Earned Media

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10 Earned Media

11 International Marketing – Visit Kentucky USA – Continued representation in Canada and Japan. – Tour Operator FAM – Travel South USA International Showcase – US Travel Association IPW

12 Events

million visits: 17% increase 469,349 exit links to industry partners: 6.5% increase International visits: 9% increase Web 764,708 visits on tablet/mobile devices: 45% increase

14 Web Top 5 Landing Pages: 1.Events 2.Cabins, Cottages & Condos 3.Things to Do 4.Campgrounds 5.Home Page Top 10 States: 1.Kentucky 2.Ohio 3.Indiana 4.Tennessee 5.Illinois 6.Michigan 7.Georgia 8.California 9.Florida 10.Texas

15 TNS Kentucky Travels America Visitor Profile – 20.5 million visitors annually – For every person who lives in Kentucky, 5 people visit – 63% of all tourism dollars spent come from out-of-state visitors – 87% of out-of-state visitors rated their satisfaction level as Very High – Out-of-state leisure visitors spend more than twice as much as in-state travelers. – Full report posted online kentuckytourism.com/industry Research

Agenda 16 A Look Ahead 2015

17 Blue Ridge Outdoors (print & online) Cooking with Paula Deen Dreamscapes Magazine Country Living Endless Vacation Every Day with Rachel Ray Family Circle, Family Fun & Parents Kentucky Living Kentucky Monthly Long Weekends Ohio Magazine Southern Living The Group Travel Leader Collinson Media (Online banners/Pre-Roll) Madden Media (SEM) Kentucky News Network (radio) Time Warner Cable (television) 2015 Spring Co-ops

18 Have commissioned an ROI study – results expected before the end of the year Conducting Focus Group research in four markets – two traditional and two non-traditional Will also be testing some new advertising concepts Research

19 Available December On the shelf Jan. 1, 2015 Will be shipped to consumer and trade shows when requested Official Visitors Guide

20 Kentuckytourism.com Responsive Design Completely new look Will provide seamless experience across multiple platforms Encourage more social media engagement Attract more visitors to website

21 Culinary Initiative Background Earned media/Culinary FAM tour Social Media Build consumer itineraries tying culinary experiences with other visitor experiences Targeted Advertising Alliances – Secrets of Bluegrass Chefs, Kentucky Restaurant Association

22 Thank you!