1 Paul J. Sacco Executive Director

2 MOTT: Mission MOTT is the state agency dedicated to promoting Massachusetts as a travel destination in order to stimulate the Massachusetts economy by generating state and local tax revenues, creating jobs, and supporting the growth of travel-related businesses.

3 THE BIG NUMBERS Total person trips31.2 million Domestic travel29.8 million International travel 1.4 million Direct Spending $12.46 billion Payroll$ 3.1 billion Jobs125,300 Wages Paid$3.2 billion State and local taxes $808.1 million Lodging Taxes (FY2006) $130.1million (up 7.2%) (CY2006)

4 MOTT’s Domestic Markets Key markets: New York City & Hartford/New Haven DMAs and Massachusetts Origin of 31.2 million visitors: 5.7 million (18%) from Mass 4.7 million (15%) New York 4.3 million (14%) Connecticut 1.4 million (5%) New Jersey 5.7 million (18%) Combined N.H.,Me.,Vt. And R.I. 1.8 million (6%) Combined Ca., and Pa. 1.4 million (5%) International 5.1 million (16%) Other

5 Domestic Visitor Profile: Average overnight visitor spends 3.9 nights in MA 50% of overnight visitors stay in paid accommodations 71% of all visitors traveled in their own vehicle 75% of visitors traveled without children Average household income $79k

6 Top trip activities Shopping (35%) City/Urban sightseeing (16%) Visiting Historical places (15%) Beach activities(14%) Rural sightseeing(10%) Visiting Museums, Aquarium, Zoos (8%)

Brand Campaign $3 million in total media spend Focused on metro NY/NJ, Mass, Connecticut All-new TV and print TV shifted from spot network to cable Expanded online media and reduced print reflect changing media habits All media drive customers to massvacation.com Make It Yours tagline

BRAND PRINT: Beach

BRAND PRINT: B&B

BRAND PRINT: Urban

11 Domestic Marketing: Fall 2006 FSI August 27, 2006 Circ: 650,000 Distribution: NY Newsday - NY Daily News - Bergen County Record - Hartford Courant - Westchester Journal News Distribution to AAA offices 8 pages, full color

12 Lodging Promotions Targets value-conscious travelers Lodging + breakfast 6 price points; $79, $99, $149, $179, $209 and $229 Including a free breakfast for two Web-based program Targets: Massachusetts, New York, Connecticut Broadcast and online media + s to MOTT’s best customers

13 Lodging Promotions WINTER (November 15-March 31) 222 properties Partners: GBCVB ($300,000) and lodging properties ($80,000 in room nights for barter) and $350,000 MOTT $730,000 in media: radio, direct mail, online SPRING (April 10 –June 18) 261 properties $262,570 in media: TV, radio, online

14 Lodging Promotions SUMMER (June 29-Augsut 31) 161 properties Partner: GBCVB ($100,000) $250,000 in media: Radio, TV,online

15 Massachusetts Getaway Guide 750,000 circulation including 210,000 in-home delivery to New York Times subscribers in metro New York New features; new winter section New online reader service program New, easy-to-use lodging grids

16 Getaway Guide Conversion study of Guides ordered online: 31% made decision to travel to Mass after ordering Guide 49% revisited massvacation.com after ordering Guide 93% said Guide was helpful 80% said massvacation.com was helpful

17 massvacation.com Features more than 3,000 attractions, activities, and lodging 705,000+ unique visits in first 5 months of CY2006 New site under development – Based on user input – All- new design and architecture – New content to market all areas of the state – New functionality

18 Brand Campaign Economic Impact. Out -of-state generated over $55 mill. in travel related expenditures. For every 1$ spent we got $29 in return and $1.98 in state and local taxes.. In-state: over $5 mill. in travel related expenditures. For every $1 spent we got $28 in return and $1.89 in state & local taxes. (2005 spring/summer brand campaign)

19 Domestic Public Relations FY05 PR Value: - $10 million (ad equivalency) - 50-to-one ROI for million circulation NYC Media Event FY06: Exciting new FAMS in the pipeline: - Beach Bum Tour – July - Coastal Communities – September - Back to School – October - Romantic Getaways – February

20 Domestic Public Relations

21 MOTT & DISCOVER NEW ENGLAND MOTT works with DNE to promote Massachusetts internationally in cooperation with the other 6 New England States.

22 Hosted 20 FAMS in FY06: including. Dertour this July. Travel One. The Daily Mail. American Airlines. Geo Saison. CRD International. The Daily Mirror. BBC Good Homes. Elegance Magazine.Titan Travel

23 MA Hosted 2006 DNE Summit  Fairmont Copley Plaza Boston  March 20-22, 2006  367 attendees  largest number of international tour operators  pre and post FAMS showcased MA  special thanks to the Fairmont Copley Plaza Boston; the GBCVB; the Cambridge Office for Tourism; the Lenox Hotel Boston and the Colonnade Hotel Boston.

24 RESEARCH MOTT tracks: economic impact; visitor volume and behavior; web use; fulfillment data; lodging, attractions, and airport data; lodging occupancy tax; and ROI brand campaign. Advertising Effectiveness: measured effectiveness of spring 06 brand campaign; results used in developing upcoming 07 campaign. Segmentation Study: identified best trip types to focus MOTT’s marketing programs.

25 DOMESTIC GROUP TOUR Proactive in marketing the state as group tour destination Collaborates with other New England states MOTT leads delegations at major trade conventions; distributes leads to Destination Marketing Organizations and suppliers Print ads in major trade magazines; The Courier Destination Student & Youth Traveler

26 DOMESTIC GROUP TOUR Examples of new Tours to MA Sports Leisure Vacation of California - Massachusetts 7-day tour in 2006 USA Educational Adventures: students on Massachusetts’ Patriot Tours in 2007 Mary Hayes: Group Tour/Special Events Manager

27 DOMESTIC GROUP TOUR Major Association Partners Student Youth Travel Association Annual Convention September 8 –13, 2006; hosted by GBCVB; MOTT is major sponsor Massachusetts Domestic Group Tour Caucus Fall 2006 Ontario Motorcoach Association Annual Convention Nov 11-15, 2006 National Tour Association Annual Convention Nov 2-8, 2006 American Bus Association Annual Convention Jan 26-Feb 1, 2007

28 FY’07 Projected Budget MOTT: $8.5 million Earmarks: 5,250,000 to 21,838,000 million RTCs: $7.9 million

29 Looking Forward Expanded 2007 Brand Campaign New Enhanced Public Relations Program More Media Events New Integrated Fulfillment System

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