1. NOMINATION FORM FOR COMPETITIVE TRAVEL MARKETING AWARDS Name of Nominee: Heart of the Continent Partnership (HOCP) Key Contact: Mary Somnis Phone: 218-735-3040 E-Mail: mary.somnis@state.mn.us Advertising time line : Website was launched in March 2015 Campaign Budget: Greater Than $ 100,000

2. 1. PLEASE SUBMIT A ONE-PARAGRAPH SUMMARY OF THE PROJECT, STATING WHAT YOU WANTED TO ACCOMPLISH, WHAT YOU DID TO ACCOMPLISH IT, AND HOW WELL YOU SUCCEEDED. HOCP partnered with National Geographic Society to create a regional geotourism initiative, including a map and a website. This project will help sustain and enhance the geographic character of the region – its environment, culture, aesthetics, heritage and the well being of its residents. It will highlight the outstanding natural, cultural and historical resources and gateway communities in the HOCP bi-national region. HOCP will become a part of National Geographic’s network of geotourism websites, gaining great visibility and awareness of our region. The website was launched in March of 2015 with press conferences in Duluth, Grand Portage and Thunder Bay. Without any other advertising, marketing, or PR, by November 2015 the website had 122,500 page views.

3. 2. DESCRIBE YOUR PROJECT GOALS AND OBJECTIVES. An interactive map and website combines the regions opportunities, is easily accessible and well used by people around the country and the world. Land managers and local stakeholders work together on projects that promote the region. Links between all the National Geographic geotourism websites will extend the reach and impact of efforts within the region. The attractions, destinations and communities promoted on the map and website will note increased visitation. Within this broad coalition this collaborative project will build lasting, cross-border working relationships among communities and citizens who care about public lands. This project will amplify, not compete with, existing efforts and budgets of partners and sustain economic stability for the communities surrounding public lands.

4. 3. DESCRIBE THE TARGET AUDIENCE AND PRIMARY MARKETS. Targeted consumers are those with an interest in travel and outdoors, among a wide variety of other behaviors and interests. Geotourists participate in activities around sustaining and enhancing the geographical character of a place. The primary geographic markets are greater Midwestern cities including: Minneapolis, St. Paul, Chicago, Milwaukee, Madison, Des Moines, Omaha, Sioux Falls, Saint Louis, Toronto and Winnipeg.

5. 4. DESCRIBE ANY SECONDARY MARKETS: The secondary target market is travelers all over the world. The intent is that much of the marketing content will be spread nationally and globally through the use of social media.

6. 5. DESCRIBE THE EFFORT’S CREATIVE BACKGROUND AND STRATEGY. HOCP is a coalition of land managers and local stakeholders working together on projects that promote the natural, cultural and economic health of the lakes, forests and communities on the Minnesota/Ontario border. HOCP is developing a common identity and sense of belonging to the Heart of the (North American) Continent, consisting of over 5 million acres of public lands and the surrounding gateway communities. HOCP desires to create and sustain economic stability for the businesses and residents of those communities. In 2003, NGS inaugurated a constantly evolving collaborative product combining the expertise and the design capabilities of the NGS Maps Division, and the involvement of local people in tourism destinations to facilitate wise stewardship of cultural, historic, and natural resources. This is a catalytic tool to implement geotourism. This geotourism initiative, and the brand power of National Geographic, are a perfect match to the goals of HOCP.

7. 6. DESCRIBE THE TRACKING SYSTEM USED TO MEASURE RESULTS OF THE PROJECT. The primary measurable result with be tracking visits to the website. HOCP recognizes that we cannot take credit for all of the incremental growth in tourism in the region as this project is one of many that impact the following measurable results. We will observe trends in lodging tax receipts, numbers of visitors at regional attractions and international travelers flying into Duluth and Thunder Bay.

8. 7. DESCRIBE THE EFFECTIVENESS AND RESULTS OF THE PROJECT. (SPECIFICALLY, HOW MANY PEOPLE CAME TO YOUR COMMUNITY AS A RESULT OF YOUR PROMOTION?) It is too soon to measure conversion from website visits to actual visits. Between website launch on March 20 and November 24, 2015 there were 122,500 visits to the website. Over 550 attractions and destinations have been nominated and are featured on the website. There are 35 international partner organizations participating in the website project. HOCP has tracked at least 50 mentions in print, broadcast and electronic media. The benefit and outcome of the project, to date, is the launch of the website: www.traveltheheart.org. www.traveltheheart.org

9. 8. DETAIL THE EXACT BUDGET FOR THE PROGRAM, AND HOW IT BREAKS OUT. FIGURES SHOULD TOTAL THE AMOUNT OF THE EXACT BUDGET. Total project cost to develop the website is $150,000 paid to National Geographic. Funding for this project came from public and private partners on both sides of the Minnesota/Ontario border.

10. 9. WHAT TRACKING METHODS DID YOU USE WITHIN THE PROGRAM AND WHAT WERE YOUR KEY RESULTS FOR THE EFFORT? It is too soon to measure conversion from website visits to actual visits. Between website launch on March 20 and November, there were 122,500 visits to the website. Over 550 attractions and destinations have been nominated and are featured on the website. There are 35 international partner organizations participating in the website project. HOCP has tracked at least 50 mentions in print, broadcast and electronic media. In Canada, the project has received an Economic Developers Council of Ontario Award for Regionalism and Cross-Border Collaboration, an Ontario Association of Community Futures Development Corporation Award of Excellence for Innovation, and was a finalist for Ontario Tourism’s Tourism Marketing Partnership Award.