2. GROWTH ENGINE +New Lewiston-to-Portland River Cruise +Geotourism center in Driggs +Sandpoint Depot restoration project with Amtrak +New 80-room Holiday Inn Express in Pocatello +New 100-room Fairfield by Marriott in Twin Falls +New nonstop Boise to Chicago-Midway flight on Southwest +Significant investment at Sun Valley Resort +Shore Lodge updating all guest rooms +Ongoing infrastructure expansion at Schweitzer Page 2

3. TODAY’S AGENDA +Marketing overview +Program changes +“Opportunity” funds for 2015 +2015 travel guide +Winter 2014/2015 +Canada +Growth areas +Free resources and top questions +Media partner introductions Page 3

4. MARKETING OVERVIEW +Primary business goals: +Generate overnight visitation, singular view on collections +Increase heads in beds taxes, $7.6M by 6/30/14 +Primary campaign goals: +Increase awareness and create demand +Key performance indicators +Web, collateral requests, media consumption +Increase by 10% by campaign Page 4

5. PROGRAM CHANGES +Annual +“Opportunity” marketing instead of traditional co-ops +Evolution of the travel guide +Winter +Phasing out in-state Sled the Rockies program +Scenic Byway opportunities +Brochures (grant dollars for printing) +Digital audio tours Page 5

6. OPPTY FUNDS +$100,000 state budget +No longer under co-op umbrella +No longer first come, first serve process +State will contribute up to 50% of approved media +Orgs submit media plans, costs via grant submission +Dept and ITC rep review and approve +Regional partnerships still encouraged +Unused funds will move to state media plan +Approved media will run throughout ‘15, not just Spring +Full page layouts, cover/back cover options, digital Page 6

7. 2015 TRAVEL GUIDE +140,000 printed guides +PDF and flipbook versions +Advertising +Travel Marketplace, same rates & sizes as 2014 +Statewide, regional and national distribution +In circulation Jan 1, 2015 +Backed by $1.3M ad budget +NEW - Diversified distribution and lead campaigns +NEW - Scale back regional listing information +NEW - More photography Page 7

8. WINTER +Integrated campaign with Ski Idaho +$350K budget targeting families with kids +Western WA/Seattle, SLC, Spokane target markets +Timelines +PR build-up in Aug & Sept, continues through March +Paid advertising runs Oct through Feb +Tradeshow & retail partnerships in Nov & Dec +Mitch Knothe - mitch.knothe@tourism.idaho.govmitch.knothe@tourism.idaho.gov +Tom Stebbins - tom@vision-marketing.nettom@vision-marketing.net Page 8

9. Page 9 VITAMIN ID CREATIVE

10. Page 10 VITAMIN ID CREATIVE

11. CANADA +Main international market outside of RMI program +Edmonton and Calgary +Globe and Mail, Swerve Magazine (weekly in Calgary Herald), Avenue Magazine (monthly editions) +Brand USA/Miles Media media solutions +discoveramerica.com/usa/states/idaho.aspx +Annual Inspiration Guide +SEM programs +Enhanced city pages (BCVB has one) +Canadian insert programs page 11

12. GROWTH AREAS +Multi-regional campaigns +IOGA +RV +B&B +More advanced reporting systems +Responsive design everywhere +Collaboration at every level +Consumer generated content page 12

13. FREE RESOURCES +Dept-funded research (Who is the Idaho Traveler) +Submit content for +Monthly AIL e-newsletter and press releases (Laurie) +Consumer blog at blog.visitidaho.org (Cathy) +Digital collateral for visitidaho.org/free-publications (Tina) +Share content for social media channels (Tina) +Events and photography +Assist on Trip Advisor Forum questions +Keep UpdateIdaho profile active and current +Packages functionality removed Page 13

14. TOP QUESTIONS +Do I have to work with Drake Cooper on creating ads? +No, can use any partner you wish +Can my agency upload ads to online ad approval system? +No, client must manage +Does the Dept advertise in-state? +Yes, but mostly with statewide options (ID Public TV) Page 14

15. TOP QUESTIONS +Why do I receive an invoice before my ad runs? +Agency must advance bill all ads for State accounting +If we have a media option to share with the Dept, who to? +Peg and CC Josh/Drake Cooper +When are contingency dollars approved? +For spring, by April 10 th per year +For winter, by Oct 10 th per year Page 15

16. TOP QUESTIONS +How do we receive bulk orders of brochures like the Travel Guide? +Point contact is Tina +Annual editions of Travel Guide are available starting 1/1 +If a co-op is approved and funded, but doesn’t run, do we get reimbursed? +Yes, 100% +Does VisitIdaho.org have an app for travelers? +None planned Page 16

17. GO TRAVEL +New partner to consider for FY15 +Annual online and lead generation opportunities +Content and web development services +chris.newton@gotravelsites.com (Chris Newton)chris.newton@gotravelsites.com Page17

18. MADDEN +Integrated media program in FY15 +Free standing insert (FSI) in newspapers within key markets +Portland/Vancouver, Seattle/Tacoma, Spokane, SLC, Bay Area +State underwrites to lower statewide rates +515,000 units dropped in May 2015 +Additional digital opportunities – winter, online, Google +jpolley@maddenmedia.com (Jeff Polley)jpolley@maddenmedia.com +bgordon@maddenmedia.com (Brett Gordon)bgordon@maddenmedia.com Page 18

19. TRIPADVISOR +Annual online buy in FY15, including State Forum +Programs available in +Spring/Summer +Fall/Winter +Canada +tripadvisor.com/Tourism-g28933-Idaho-Vacations.html (forum) +TripAdvisor for Business and Insights programs +tskelton@tripadvisor.com (Todd Skelton)tskelton@tripadvisor.com page 19

20. COLLINSON +New partner to consider for FY15 +Marketing and development services +Annual integrated media platforms +bbest@collinsonmedia.com (Byron Best)bbest@collinsonmedia.com Page 20

21. NW TRAVEL +Regional media partner +Annual print opportunities +Content development services, possible bundling options +tim@nwtravelmag.com (Tim Park)tim@nwtravelmag.com Page 21

22. REGAL 360 +Boise-based virtual tours and high resolution photography/video +Desktop and mobile-friendly tours now available +Includes analytics and interactive development +Multi-platform and creative services +brandon@regal360.com (Brandon Hull)brandon@regal360.com Page 22

23. Page 23 IDAHO VIRTUAL TOUR MAP

24. ALASKA/HORIZON +Primary airline partner +Print, digital and email media platforms +Annual opportunities in single or combo issues +cschurman@paradigmcg.com (Clay Schurman)cschurman@paradigmcg.com Page 24