2016 Chicago - Travel and Adventure Show

CHICAGO
JANUARY 23-24, 2016
DONALD E. STEPHENS CONVENTION CENTER, ROSEMONT
W W W .T R AV E L S H O W S . C O M
Results – Event Summary
NATIONAL MEDIA SPONSOR:
OFFICIAL TRAVEL AGENCY PARTNER:
1000Tips
SUPPORTING SPONSORS:
FIND US:
/TravelandAdventureShow
BROADCAST SPONSOR:
@TravAdventure
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0k 5k
2016 Chicago Travel & Adventure Show
Event Summary
Event Summary: Chicago Travel & Adventure Show
Total Attendance: 23,912
Date: January 23 & 24, 2016
Travel Trade: 1,561
Venue: Donald E. Stephens Convention Center
Travel Agents: 482
Location: 5555 N. River Road
Press: 79
Rosemont, IL 60018
Halls: F - 141,300 sq. ft.
53%
53%
53%
47%
47%
Attendee Gender
(8% Increase Over 2015)
47%
Household Income (HHI)
74% Earn Over $100,000 (3% Increase Over 2015)
$50k $75k
<$50k
$50k$50k
-$75k$75k
$100k
$100k
$150k+
$150k+
<$50k
<$50k
$75k$75k$100k
$100k$150k
$150k
53%
47%
8%
Women
Men
8%
8%18%
18%
20%
20%
29%
29%
25%
25%47%
47%
53%
Attendee Age
$75k76%
$100k
- Earning Years 35-65+
in Peak
$150k+
$50k $75k
$100k
$150k Over 2015)
(1.5% Increase
<$50k
25% 25%
8%
20% 20%
15% 15%
$75k
$50k -
8%
30%
30%
25%
25%
20%
20%
15%
25%
10%
10%
5%
5%
20%
2016 2016
2015
18% 20% 29%201525%
$75k43%
$100k
Spend- Over $5,000 on Travel
2016
2016
2015
25%
18% 20%
30% 29%
30% 25%
20% 20%
2015 25%
15%
30%
10%
10%
25%
15% 15%
20%
5%
30%
10% 10%
5%
18 -24 25%
25-34
5%
5%
15%
10% 45-54
35-44
55-65
65+
5%
20%
55-65
65+<$2,000
<$2,000
$2k
15%
30%
20%
15%
35-44 45-54
55-65
65+ 25-34
<$2,000
$2k - 55-65
$2.5k
18
--24 $5k
25-34
$10k+
35-44 45-54
1825-34
-24
45-54
65+
18 -24
35-44 35-44
45-54
55-65
65+
$2.5k 5k
$10k
15%
$150k+
18% 20% 29% 25%
20%
25% 25%
15%
5%
$100k $150k
2016
30%
$150k+
- <$50k$100k
$75k
$100k
$150k Over 2015)
(3% Increase
2015 $150k+
$100k
$150k
30%
10% 10%
5%
$75k $100k
Travel Expenditure
% 30%
20%
30% 29% 25%
4
Attendance Summary
<$2,000
$2k
-- -$2.5k
$10k+
- $2k
$2.5k
- -$2.5k
$5k
$5k-$10k+
- $5k -$10k+
5k $2.5k
$2.5k $2.5k
5k
$10k5k$10k $10k
FOR 10%
INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected]
| TR AV E LS HOWS .COM
10%
Headline Speakers / Stages
The Travel Theater featured an A-list of travel industry experts. They covered trends and provided inspiration for
the attendees.
In addition to the Travel Theater, there was the Destination Theater where travelers heard 15 locale-specific
workshops – from Anchorage to Thailand, Italy to Galapagos. The program was very rich with content. The Savvy
Traveler Theater offered 12 sessions designed to provide practical advice for smarter and safer traveling.
Our visitors tell us that they believe food is such a big part of their travel experience. To that end, we revamped
the Taste of Travel Theater, and featured a mixture of local renowned chefs as well as guest chefs from around the
globe for 10 different cooking demonstrations.
Our Global Beats Theater featured 17 performing acts and continues to be an exciting feature of the Travel &
Adventure Show.
Keynote Speakers Included:
Rick Steves
Travel Writer, Host of Rick Steves’ Europe
and Travel with Rick Steves, Europe
Through the Back Door, presented
“Europe Through The Back Door With
Rick Steves.”
Peter Greenberg
Emmy Award-Winning Investigative
Reporter and Producer and CBS News
Travel Editor, presented “The Brave New
World of Travel.”
In addition to meeting with our vendors,
attendees engaged in activities such as:
+Destination Theater
+ Savvy Traveler Theater
+Taste of Travel Theater
+Global Beats Stage
+Travel & Adventure Show “ARIZONA Photo Booth”
+Segway Rides
+ Camel Rides & Animal Encounter Session
+ Old World Wisconsin’s 1890s Cycling Experience
Pauline Frommer
Editorial Director of the Frommer
Guides and Publisher of Frommers.com,
presented “What You Need to Know
Before You Plan Your Next Vacation.”
Colleen Kelly
Host, Co-Creator and Executive Producer,
National Public Television Series Family
Travel with Colleen Kelly, presented “Less
Hassle, More Family. Making the Most of
Your Family Vacation.”
Johnny Jet
Editor-In-Chief, JohnnyJet.com,
presented “How to Travel Like A Rock
Star Without Breaking the Bank.”
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TR AV E LS HOWS .COM
Promotion Summary
To ensure maximum attendance, an integrated marketing strategy was deployed. Combining broadcast, print,
digital, outdoor, and PR, the Chicago Travel & Adventure Show generated over 37 million impressions.
Broadcast Television
The official broadcast sponsor of the event was
WLS (ABC). We utilized online and on-air advertising
generating over 11 million impressions. We also
advertised heavily on WFLD (FOX) for another 6.8
million impressions.
Outdoor
We utilized a strategic mix of billboards throughout the
Chicago area generating over 17 million impressions.
Prior Attendee Campaign
The Travel & Adventure Show invested in new
technology that enables better analytics and therefore
a more customized email and digital advertising
campaign ensuring content was tailored to the specific
interests of the recipient creating a more responsive
program with greater efficacy.
Unparalleled Media Coverage
In the weeks leading up the event and in the days
before, our PR efforts were effective in generating
awareness and coverage of the event. Live, in-studio
segments on television and radio occurred in the week
before the event (WLS, WMAQ, WCIU, WGN, WFLD) and
on Media Morning FOX TV did a live segment from the
show. Additionally there was coverage in local papers
such as the Daily Herald and myriad blogs.
Media Morning – Friday, January 22
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TR AV E LS HOWS .COM
Promotion Summary – Continued
FACEBOOK:
Within one week leading up to, and including, the
Chicago event, The Travel & Adventure Show Facebook
advertising campaign targeted Chicago area travelers,
promoting event speakers, sponsors and exhibitors.
These posts reached 259,530 users, while creating over
286,000 unique impressions, drawing more attention
to the event.
TWITTER:
By engaging celebrity speakers, local and national
bloggers and industry professionals, @TravAdventure
created over 18,750 impressions. The Chicago
hashtag, #ChicagoTravelShow, was used in 124 posts
by 109 users, reaching over 361,700 people and
created 598,000 impressions
INSTAGRAM:
The Travel & Adventure Show Instagram account,
@TravAdventure, posted 10 times resulting in 157
likes, with #ChicagoTravelShow reaching over 950,000
Chicago - area Instagram users and creating over
1,800,000 impressions. #ChicagoTravelShow was used
in 186 posts throughout the weekend by Chicago
Travel & Adventure Show attendees, resulting in 5,700
likes and over 245 comments.
“I was looking for information on Italy and I found the
vendors very well informed and eager to help with
our trip.” – Wendy Wronski
“A lot of information for many destinations in one
place. I had a great day here.” – Kathy Tindle
“The Travel & Adventure Show is always a great start
to my next year’s travel plans. There are so many
places I have yet to visit.” – Julene Lavelli
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TR AV E LS HOWS .COM
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W W W .T R AV E L S H O W S . C O M
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FIND US:
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@TravAdventure
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