JAN ITC MTG JAN 22, 2014
WINTER OVERVIEW
VITAMIN ID ROLL OUT +IdahoWinter.org sweepstakes +$350,000 media campaign +Google, Adara, TripAdvisor, OntheSnow, Pandora +Western WA/Seattle, SLC, Spokane +Partnership with Ski Idaho +Seattle Ski Dazzle show and hospitality dinner +Integrated promotion in PacPlace +Retail signage, NW New Day broadcast +Partnership with Eddie Bauer Page 3
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SWEEP PARTNERS +Schweitzer, CDA Resort, Selkirk Powder, La Quinta Sandpoint +Lookout Pass, Wallace Inn, Stardust Motel, Silver Mountain +Courtyard by Marriott, Bogus Basin, Hotel 43 +Brundage Mountain, BW Plus McCall, Shore Lodge +Tamarack Resort, Valet Vacations, Smith Optics +SV Resort, Pomerelle Mountain, BW Plus Burley Inn +Pebble Creek, Riverside Inn, Core Concepts +Grand Targhee, Teton Springs Lodge, Alaska Air Page 5
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RESULTS +Collections – Dec report ^2.67%, ^8.00%/year +IdahoWinter.org +Visits up 63.89% to 68,142 +Absolute unique visits up 57.76% to 52,375 +Page views up 49.88% to 78,893 +Sweep entries from website thru 17 weeks +10,489 (was 9,366) +Current offer is Tamarack Mtn +5 offers left, thru 2/27/14 Page 12
TRAVEL GUIDE
TRAVEL GUIDE REVENUE +Revenues +Direct gross sales$62,000 +IOGA gross sales$9,970 $71,970 +Less Cost of Sales +Agency commissions $2,675 +IOGA sales commission $1, Direct sales commission$3, IOGA rebate$ Project mgmt sales fee$9,000 $17, Net Revenue $54, Page 14
TRAVEL GUIDE COMPARISON Gross ad sales$84,368$65,950$71,970 +Cost of sales$25,311$18,624$17, COS Margin30%$28%24% +Net Rev$59,057$47,326$54, Number of ads Number of fillers Page 15
TRAVEL GUIDE SUMMARY +Production Expenses +Printing, paper, shipping$99, Planning, Design, copywriting$23,700 +Photo, layout, coordination$53, Prep, pre-print, press check$1, $178, Less$54, Net cost to ITC budget $123, Page 16
2014 PRIME SEASON
+Primary business goal: +Generate overnight visitation +Increase Heads in Beds collections to $7.6M +Primary campaign goal: +Increase awareness and create demand +Key performance indicators +Web, collateral requests, media consumption +Increase by 10% by 8/31/14 Page 18
MEDIA STRATEGY +Consideration process +Mix of ads to ensure frequency & visibility +Align media with demography, geography & affinity groups +Use impartial evaluation process to ensure goals are met +Campaign strategies +Media to match primarily experiential online product +Emphasis on interactive media +Focus on dreaming/inspiration end of funnel +Integrate mobile & social Page 19
SELECTION CRITERIA +RFP submissions +Geographic, demographic & affinity alignment +Cost efficiency/discounts/volume buys +Creative/visibility +Reach +Historical performance +Added value (links, s, reader service) +Editorial coverage +Non-profit match +Co-op potential +Integrated media platforms Page 20
MEDIA GAMEPLAN +Overview +$1,300,000 budget +May 1 – Aug 31, Heavy-up concentration online with regional print +Use all forms of targeting – geo, behavioral +Market focus of “outdoor family adventure with kids” +Research +Idaho traveler profile study +Image/perception study +Lodging collection reports, Labor economic data +Media campaign research (conversion, lift) Page 21
ANNUAL ONLINE +Sojern +Adara +TripAdvisor +iExplore +Google +Total budget of $635,440 Page 22 NATIONAL ONLINE +Pandora +HipCricket (mobile) +Travel Zoo (deals) +TravelGuidesFree.com (leads) +National Park Trips (Yellowstone) +Total budget of $369,658
REGIONAL ONLINE +SeattleTimes.com +King5.com +KOMOnews.com +SeattlePI.com +425Magazine.com +SouthSound.com +KSL.com +Total budget of $73,300 page 23 REGIONAL PRINT +425 Magazine +Outdoors NW +South Sound Magazine +Seattle Met/Seattle Magazine +Salt Lake Magazine +Total budget of 92,900
NICHE +Adventure +IOGA +Golf +RV +Total budget of $50,782 Page 24 OPPTY & PRODUCTION +Creative services +Photography +Online programming +Oppty advertising +Sponsorships +Total budget of $77,920
Page 25 CANADA Brand USA partner +Online/SEM +Print +Budget support $117K +Western Canada +Calgary +Edmonton
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Page 27 CREATIVE +Challenge +Travelers don’t consider Idaho as much as they should for a family outdoor summer vacation +Opportunity +Idaho makes it easy to enjoy the adventure of the outdoors and the bonding time spent together as a family
Page 28 CREATIVE Fresh new creative concept +My ID campaign will be retired after 2 years +Supports 3 key performance indicators +Tax, web traffic, inquiry
UPDATES +Projects +Developing all new statewide rest stop signage +FSI drop in Sunday May 18, 515,000 inserts +Meetings +Grant Summit on 1/29 +Agency +Brand planning +Consumer generated content +Responsive design everywhere +Growth hacking Page 29