2015 Central Region`s Marketing Recap

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2015 Central Region`s Marketing Recap
2015 Central Region’s
Marketing Recap
The 2015 regional marketing programs
offered participants an a la carte
marketing approach. Partners were able
to choose from one to all four unique
niche programs to participate in.
The four identified niche markets were:
• Golfing
• Biking
• Fishing
• Motorcycle
Program partners who participate in
all four programs were highlighted on
the Central region’s page of
exploreminnesota.com with links to
their individual websites.
The Central region’s page
on ExploreMinnesota.com
contained sponsored niche
landing pages which
featured articles about the
niche, highlighted program
participants with links to their
individual website, a photo
gallery and other relevant
links.
GOLFING
Golf sponsored landing page
Below: Half page ad featured in
Explore Minnesota’s 2015 Golf Guide
•
•
This NEW guide contains a complete list of all MN golf
courses provided by MGA Golf Directory
The guide is distributed at all MN TIC’s and Explore
Minnesota’s website brochure order page
DIGITAL MARKETING DETAILS:
•
Behaviorally and GEO targeted Emails sent to targeted niche interests in key markets
by Travel Promo
•
Hosted advertorial contest appeared on ETravelTrips.com, ResortUniverse.com and
VacationguideCentral.com with links to EMT’s regional niche landing pages
•
Viral distribution of links to advertorial story via Facebook, Twitter, Mobile, Email and
RSS Feeds of Travel Promo’s affiliate sites
•
Unlimited banner ad impressions for 6 months on Travel Promo’s affiliate sites with links
to EMT’s regional golf micro-site
The QX Nation ROAD TRIP featured a Two
week, integrated online/on-air radio
contest in the Winnipeg Market.
On air produced promos were created to
direct listeners to the stations website,
where a customized contest page
engaged visitors by allowing them to be
the Cash Cow Caddy!
The contest page showcased the stations
mascot “The QX 104 Cash Cow” golfing
at certain holes from participating
courses. They showed visitors the
distance to the hole, wind speed, etc.
and ask their fans what club the Cash
Cow should use? By being the Cash
Cow’s caddy and submitting their pick of
club, visitors were entered into the
contest.
The region received promotional support
through promos, on-air liners, website
coverage and specialized E-Newsletters
sent out to their VIP database.
Total Promotional Value of $18,300!
05/18/2015 – 06/16/2015
Cash Cow Caddy– on www.qx104fm.com
Online Analytics:
300 entries
2,075 page views
8,038 newsletter opens
30% of entrants 35-50 years old
66% entrants were female
Additional Promotion
3 promo inclusions/day (4
weeks)
On-air Liners (4 weeks)
Newsletter Inclusions (2 issues)
QX Homepage Rotator
Positioner
Social Media posts
Social
Newsletter
Inclusions
By the numbers…
37% of entrants golf at least once a
week
19% will golf while on vacation
87% have not yet golfed in Minnesota
FISHING
Fishing sponsored landing page
Below: Half page ad featured in the
2015 Minnesota’s Fishing Regulation book.
•
Distribution of 900,000 printed copies and 280,000 page
views on DNR’s website
Full page, full color ad in the Iowa Sportsman publication.
• Distribution of 25,500: 9,500 copies mailed to all who purchase an Iowa fishing &
hunting license; 3,500 paid rack copies and 12,500 distributed through 6 Iowa sports
shows plus the Iowa State Fair
Two sided 8.5” x 11” flyer featuring list of program partners on the back and regional ad
on the front.
• Distributed at Iowa Spots shows and all Explore Minnesota’s TIC’s.
MOTORCYCLING
Motorcycle sponsored landing page
Below: Full page ad featured in a national
motorcycle touring and travel magazine,
RoadRunner
• RoadRunner Magazine is the only publication in the U.S.
that focuses on touring and travel topics most important
to motorcyclists
• Program also included banner sponsorship of
RoadRunner’s “Touring Newsletter” sent to 27,000
subscribers
• Just in time for fall, the motorcycle map, highlighting
routes from both regions will be available in September.
• Map distribution through RoadRunner banner ads, EMT
TIC’s and copies available to all the participants.
BIKING
Biking sponsored landing page
Below: Full page ad featured in the
2015/2016 Minnesota Biking Guide
•
•
140,000 copies produced and distributed by
Minnesota Monthly magazine
Additional distribution through DNR and Explore
Minnesota’s TIC’s and Explore Minnesota’s website
brochure order page
Email scheduled for fall
promotion deployment.
THAT’S A RAP!
Lori Peterson, Explore Minnesota
August 2015

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