1. Kentucky Department of Travel and Tourism

2. KDTT Staff Commissioner’s Office --Mike Mangeot --Meghan Crosman --Hank Phillips --Kristi Amburgey Communications --Bob Adams --Marge Bateman --Karen Czar Culture & Heritage --Kimberly Clay Distribution --Bill Poynter Film Office --Pat Stipes --Dian Knight Finance --Kay Shanker Marketing --Kathy Yount --Beth Holbrook --Mary Ann Seeman --Karen Keown --Michael Phoebus --Brad Keith Receptionist --Betty Collins Tourism Development --Todd Cassidy Tourism Marketing Incentives Program --Rhonda Nix --Mary Boden Welcome Centers --Wayne Cusick --Judy Thomas --Pam Lyons --14 employees at Welcome Centers Commissioner’s Office --Mike Mangeot --Meghan Crosman --Hank Phillips --Kristi Amburgey Communications --Bob Adams --Marge Bateman --Karen Czar Culture & Heritage --Kimberly Clay Distribution --Bill Poynter Film Office --Pat Stipes --Dian Knight Finance --Kay Shanker Marketing --Kathy Yount --Beth Holbrook --Mary Ann Seeman --Karen Keown --Michael Phoebus --Brad Keith Receptionist --Betty Collins Tourism Development --Todd Cassidy Tourism Marketing Incentives Program --Rhonda Nix --Mary Boden Welcome Centers --Wayne Cusick --Judy Thomas --Pam Lyons --14 employees at Welcome Centers

3. KDTT Update –Governor’s Media Reception during Vice Presidential Debate at Centre College –Official Visitor’s Guide –Film Office –Research –Marketing Advisory Committee –Governor’s Media Reception during Vice Presidential Debate at Centre College –Official Visitor’s Guide –Film Office –Research –Marketing Advisory Committee

4. 2012 KDTT Fall Campaign

5. KDTT Fall Online Campaign Campaign slated to run September – October 2012 Completely online campaign Primary Goal: –Increase visits to our Kentucky tourism website with a target of 137,500 visits Secondary Goals: –Target new markets where we have not traditionally advertised –Compare and evaluate ad sizes, methods of delivery, and advertising messages using branding and call to action ads –Monitor the campaign while in progress and utilize optimization methods if needed to increase chances of success Campaign slated to run September – October 2012 Completely online campaign Primary Goal: –Increase visits to our Kentucky tourism website with a target of 137,500 visits Secondary Goals: –Target new markets where we have not traditionally advertised –Compare and evaluate ad sizes, methods of delivery, and advertising messages using branding and call to action ads –Monitor the campaign while in progress and utilize optimization methods if needed to increase chances of success

6. KDTT Fall Online Campaign Selected target markets: Indianapolis, Indiana Memphis, Tennessee Birmingham, Alabama Charlotte, North Carolina These markets gave us a geographically diverse audience with access to Kentucky from every direction. Selected target markets: Indianapolis, Indiana Memphis, Tennessee Birmingham, Alabama Charlotte, North Carolina These markets gave us a geographically diverse audience with access to Kentucky from every direction.

7. KDTT Fall Online Campaign Targets HH income of $75,000+ Interested in travel Slightly skewed female Geo-targeted to our four target markets Utilized retargeting strategies HH income of $75,000+ Interested in travel Slightly skewed female Geo-targeted to our four target markets Utilized retargeting strategies

8. KDTT Fall Online Campaign Creative We created four contest landing pages for travel packages centered around some of our most popular attractions. Banner ads in differing sizes were created for each along with a There’s Only One Kentucky branded ad. We created four contest landing pages for travel packages centered around some of our most popular attractions. Banner ads in differing sizes were created for each along with a There’s Only One Kentucky branded ad.

9. Bourbon

10. Horses

11. Arts & Crafts

12. Adventure Tourism

13. Landing pages

15. KDTT Fall Online Campaign Media Media Tools: –Banner Ads: –Google Display Network –Brand Exchange –TripAdvisor.com –Mobile Advertising: –MillenialMedia –Combination Banner/Pre-Roll –Specific Media –YuMe.com Media Tools: –Banner Ads: –Google Display Network –Brand Exchange –TripAdvisor.com –Mobile Advertising: –MillenialMedia –Combination Banner/Pre-Roll –Specific Media –YuMe.com

16. KDTT Fall Online Campaign Did it Work?

17. KDTT Fall Online Campaign - Results The campaign delivered 184,033 visits to our main website More than 85 million impressions delivered Click thru rate of 0.22% - almost triple the industry average of.07% Cost per click of $1.53 The campaign delivered 184,033 visits to our main website More than 85 million impressions delivered Click thru rate of 0.22% - almost triple the industry average of.07% Cost per click of $1.53

18. KDTT Fall Online Campaign - Results Top US Metros Sept. 2011Sept. 2012%Change 1.Lexington, KY25,36224,176-4.7% 2.Louisville, KY17,88817,854-0.2% 3.Cincinnati, OH9,49710,1196.6% 4.Indianapolis, IN2,7599,948260.6% 5.Chicago, IL4,8199,40095.1% 6.Charlotte, NC6929,3701,254.1% 7.Nashville, TN5,0838,12159.8% 8.Birmingham, AL2995,0451,587.3% 9.Memphis, TN5824,424660.1% 10.Evansville, IN4,3743,845-12.1% Of our 4 target markets, Indianapolis was the only one to appear in our Top 20 metros since January. Top US Metros Sept. 2011Sept. 2012%Change 1.Lexington, KY25,36224,176-4.7% 2.Louisville, KY17,88817,854-0.2% 3.Cincinnati, OH9,49710,1196.6% 4.Indianapolis, IN2,7599,948260.6% 5.Chicago, IL4,8199,40095.1% 6.Charlotte, NC6929,3701,254.1% 7.Nashville, TN5,0838,12159.8% 8.Birmingham, AL2995,0451,587.3% 9.Memphis, TN5824,424660.1% 10.Evansville, IN4,3743,845-12.1% Of our 4 target markets, Indianapolis was the only one to appear in our Top 20 metros since January.

19. Visits By Ad Content

20. Mobile Visits – Mobile Site

21. KDTT Fall Online Campaign In September 23% of our total traffic came from SmartPhones/PDA devices to the main website. A recent report announced that there are now more than 1 BILLION smart phone users in the world. That number is expected to double in approximately 2 years! In September 23% of our total traffic came from SmartPhones/PDA devices to the main website. A recent report announced that there are now more than 1 BILLION smart phone users in the world. That number is expected to double in approximately 2 years!

22. Questions?

23. Advertising There’s Only One Campaign Focuses on Kentucky’s one-of-a-kind places, attractions and events and in doing so highlights specific reasons to travel to Kentucky, and taken as a whole, presents Kentucky as a unique, special and compelling destination. There’s Only One Campaign Focuses on Kentucky’s one-of-a-kind places, attractions and events and in doing so highlights specific reasons to travel to Kentucky, and taken as a whole, presents Kentucky as a unique, special and compelling destination.

24. There’s Only One Recipients

32. Kentucky Department of Travel and Tourism