September 12, 2012

2 Welcome Robin Carson, General Manager, Kingsmill Resort

Agenda 2012 Review Results 2013 Strategies Next Steps 3

4 Buying Demo: A Total TRPsTotal Cost New York Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,094$ WADMC Spot Cable ,538$ VTC Co-Op -Spot TV ,451$ VTC Co-Op -Spot Cable 0 0-$ Total GRPs ,5181,008,083$ Philadelphia Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,723$ WADMC Spot Cable ,167$ VTC Co-Op -Spot TV ,357$ VTC Co-Op -Spot Cable0-$ Total GRPs ,515377,247$ Washington D.C. Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,106312,715$ WADMC Spot Cable ,390$ VTC Co-Op -Spot TV ,883$ VTC Co-Op -Spot Cable ,776$ Total GRPs ,596508,764$ Raleigh-Durham Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,11378,523$ WADMC Spot Cable ,333$ VTC Co-Op -Spot TV ,082$ VTC Co-Op -Spot Cable ,094$ Total GRPs ,567123,032$ 1,574,483$ 442,643$ 2,017,126$ 24,755$ WADMC Total: Savings: Grand Total: LOCAL TV JuneJulyAugustFebruaryMarchAprilMay VTC Co-Op Total:

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Results! Top-tier feature placements 80,198,637 consumer impressions 17,414,900 references to % increase in web visits Over $2.0M in booking engine revenue during first 8 months 25% increase in booking revenue

17 Creative & Media Sally McConnell, Director Brand Strategy & Marketing Communications,The Colonial Williamsburg Foundation

What we measure How the advertising performed (ad -generated awareness) How we’re reaching the target audience (what media they use) Are they planning to visit (intent to visit) 18

Who we target and where they live Gen X family travelers with an emphasis on Mom as the primary vacation planner Key DMA’s: New York Philadelphia Washington, DC Raleigh -Durham 19

Post- advertising study Annual online survey of 1,000 family travelers (25 plus with children) in key DMA’s Survey is conducted after the television campaign is done—June Margin of error is 3% in 95 out of 100 cases; 6.2% by market in 95 out of 100 cases Firm is Edelman/Berland, formerly Strategy One 20

On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a family vacation in the Williamsburg area? 21 Interest levels have undergone their largest one-year increase to date Interest in visiting Williamsburg for a family vacation is at an all-time high

How likely are you to visit the Williamsburg, Virginia area for a family vacation in the next 12 months? [2009: six months] Total Likely: 27% Total Likely: 48% Total Likely: 38% Total Likely: 43% Most Likely to Visit Williamsburg Ranked by % very likely Recently visited Williamsburg32% Recall Williamsburg ad18% Income <$50,00014% 22 Likelihood of traveling to Williamsburg has rebounded from last year’s dip

Where do you recall seeing the advertisement for Williamsburg, Virginia? Please select all that apply. [Results among respondents who recall Williamsburg advertising; N=281] 23 Television is the most cited source of Williamsburg advertising

Which is your preferred method of booking travel and hotel accommodations when planning a family vacation? 79% online 13% call destination 6% travel agent 1% smart phone 24 Online is the preferred booking method

On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281] 25 WADMC advertising-generated interest in visiting Williamsburg declined slightly.

Scorecard Goal 2012 Actual % Change Ad Spending (MM’s) $3.15M flat Ad Generated Interest % Intent to Visit 38%43%+5% Av. Daily Web Visits 3,3004,747+30% Spend does not include admin.

27 Keys to 2012 Media & Creative Success The message reached its target Digital worked hard to deliver bookings Television is the most cited source of Williamsburg advertising

28 Challenges

On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281] 29 WADMC advertising-generated interest in visiting Williamsburg declined slightly to last year which may due to creative fatigue.

Flat budget means less buying power 30 $3.15 million$2.88 million 9% decrease

Creative fatigue and a flat budget means the campaign has to work harder next year. Assume a level budget for creative and media Create a new 30 sec. spot Add new footage from the major attractions Create a new script, new voice-over, new message and new music 31

32 Buying Demo: A Total TRPsTotal Cost New York Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,094$ WADMC Spot Cable ,538$ VTC Co-Op -Spot TV ,451$ VTC Co-Op -Spot Cable 0 0-$ Total GRPs ,5181,008,083$ Philadelphia Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,723$ WADMC Spot Cable ,167$ VTC Co-Op -Spot TV ,357$ VTC Co-Op -Spot Cable0-$ Total GRPs ,515377,247$ Washington D.C. Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,106312,715$ WADMC Spot Cable ,390$ VTC Co-Op -Spot TV ,883$ VTC Co-Op -Spot Cable ,776$ Total GRPs ,596508,764$ Raleigh-Durham Attraction Spot TV Attraction Spot Cable WADMC Spot TV ,11378,523$ WADMC Spot Cable ,333$ VTC Co-Op -Spot TV ,082$ VTC Co-Op -Spot Cable ,094$ Total GRPs ,567123,032$ 1,574,483$ 442,643$ 2,017,126$ 24,755$ WADMC Total: Savings: Grand Total: LOCAL TV JuneJulyAugustFebruaryMarchAprilMay VTC Co-Op Total:

33 Website Content and Booking Engine Susan Bak, Senior Director of Marketing & Retail Operations Jamestown-Yorktown Foundation

The Keys to 2012 Web Content Success 34 Improved/updated website content Improved functionality/supported advertising creative Inspired consideration of area and repeat visitation Improved website management

The Keys to Booking Engine Success 35 Provided highly-functional booking engine Ensured fully trained reservations staff

36 Public Relations Priscilla Caldwell, Executive Director, Williamsburg Hotel/Motel Association

37 The Keys to 2012 PR Success Refocused efforts towards high circulation national media Website call to action ubiquitous Targeted broadcast outlets

Recommended Strategies Robin Carson, EVP & Managing Director, Kingsmill Resort

2013 Creative & Media Strategy: Building on the Success of 2012 Target media & communications to Gen X families with a focus on Mom, the family vacation decision maker Align media with spring break planning window Extend the media buy as long as possible Align media purchase with the major attraction plans 39

2013 Web Content Strategy: Building on 2012 Success Merge visitwilliamsburg.com with explorewilliamsburg.com Develop compelling content Enhance website performance through optimization Ensure highly-functional booking engine and trained staff 40

2013 PR Strategy: Building on the Success of 2012 Survey the media to shape key messages Produce Washington, DC media event Secure feature articles Target promotional broadcast opportunities 41

Next Steps Agreement to move forward with 2013 Strategies MRTF will present 2013 budget & marketing plan December 10 42