Media Kit
Transcription
Media Kit
Kentucky Kentucky Department of Travel and Tourism Marketing Opportunities 2016-2017 Mission & Visitor Profile Tourism Matters! Kent Mission statement A look at economic impact The mission of the Kentucky Department of Travel and Tourism 2015 is to market Kentucky as a travel destination in order to generate revenue for Kentucky’s economy. Annual Visitors: 20.5 million Spending: $12.5 billion Employment: supports over 175,700 jobs Tax revenue: $1.3 billion in local and state tax revenue VISITOR DEMOGRAPHICS Average stay: Almost 3 days Visitors each year 20.5 million 70% 300 miles Approx. from within Top States: Visitor Profile: Ohio Indiana Tennessee Illinois Michigan Average income: Top International Visitors: Canada United Kingdom $73,500 50 62% 82% have more than Average age: married two people living in house tucky Marketing Overview Marketing Strategy Target Markets The Kentucky Department of Travel accomplishes its marketing mission through a coordinated media and MI public relations campaign that utilizes print and electronic media, IL specifically designed to reach the MO target market segments in key OH IN KY NC TN geographic regions which AL traditionally produce the bulk of GA TX leisure visitors to Kentucky. FL MEDIA MIX Spring 2014 Fall 2015 7 out-of-state markets (Birmingham, Chattanooga, Columbus, Dayton, Indianapolis, Knoxville, Nashville) 6 in-state markets TV 10 HULU markets KET sponsorship Secrets of Bluegrass Chefs 2 broadcast stations (KNN, WHAS) 5 Pandora radio markets (Cleveland, St. Louis, Chicago, Louisville, Lexington) 13 print insertions Print TV (Louisville, Lexington, Northern Kentucky, Paducah, Bowling Green, Evansville) (Chicago, Indianapolis, Cleveland, St. Louis, Atlanta, Nashville, Raleigh, Birmingham, Charleston-Huntington, Detroit) Radio 6 in-state markets (Garden & Gun – three times, Southern Living – two times, Cooking w/ Paula Deen, Family Circle, Every Day w/ Rachel Ray, Escape to the Southeast, KY Economic Guide, Hemispheres, Bourbon Review, ABA) digital programs Digital 5(Adara, Carbon, Madden, Collinson, Crisp) Radio (Louisville, Lexington, Northern Kentucky, Paducah, Bowling Green, Evansville) KET sponsorship Secrets of Bluegrass Chefs 1 broadcast station (KNN) 5 Pandora radio markets (Cleveland, St. Louis, Chicago, Louisville, Lexington) Print 2 print insertions (Endless Vacations, Essentially America UK) 6 digital programs Digital (Adara, Carbon, Interfuse, Madden, Mbuy, Nativo) Kent Paid Media Results The Kentucky Derby Festival lasts two weeks. Lucky for you, Kentucky has enough fun for the whole year. To plan your next adventure, race to KentuckyTourism.com. Next time someone asks what you did last weekend, have a better answer. Start planning your action-packed Kentucky getaway today. Visit KentuckyTourism.com/famous. We bet you’ll be back. Kentucky has a million ways to help families stay connected. Very few of them involve Wi-Fi. To start planning an unforgettable family adventure, visit KentuckyTourism.com/family. Share something besides your data plan. #travelky #travelky economic impact 13.075 billion Come experience what we’re famous for. #travelky RESULTS For every kentucky spends on advertising For every kentucky spends on advertising $1 $1 spent by travelers $ returned $ 151 was in kentucky 15.69 was in tax revenue AUDIENCE (OWNED MEDIA) Website Social 2014: 19,259 + 22% + 5% 2014: 111,140 + 4% Users: 2,733,012 2014: 184,965 + 60% 2014: 17,948 + 44% 2014: Sessions: 3,772,016 + 20% Guides TOTAL REACH 600,000 + Email TOTAL REACH 2.3 MILLION TOTAL REACH: 7 MILLION+! tucky Email Received by more than 195,843 subsub sub subscribers! Sponsor $1,785 Monthly Email & Dedicated Custom Email Received by more than 195,843 opt-in Position your experience as a leader with this premium placement. Including a banner ad, thumbnail and copy complete with tag line and body copy, this placement drives results. subscribers monthly with an average Sponsored Content $1,125 Monthly Email: Take advantage of integrated advertising opportunities The Sponsored Content unit affords you space to tell your story, nestled within our organic email articles. your budget. Dedicated Custom Email: Receive Formatted Ad $510 program. Submit photos, copy and a call- Highlight your offering within our special partners section in an affordable formatted ad placement. 12.5% open rate, the monthly Kentucky eNewsletter and Custom Emails reach an engaged, active travel-planning audience. designed to fit your specific goals and 100% share of voice with our custom email to-action, and we’ll blast your message out to our opt-in database, driving all inquiries to your site. ABILITY TO CO-OP Rates: Visit Yatesville Sponsor _________________$1,785 Sponsored Content _ _______$1,125 Dedicated Custom Email $3,570 Formatted Ad _ __________$510 Dedicated Custom Email_____$3,570 Featured Destination Call to Action. Movivis steatis, ficipimusqua confentiam occi ponsum. Go ut dem voltis Ad inarisse fui pri immoertem, avolic fuis caudeli cauctum, vidicatquam, C. Urbi sulerei poris Multusque est quam pos convocavem, quiusum hala consultus con dit incluter a nervividet; nimis, ego eorus consimis. Gul utemorae te achuidiem demnotatiam etreo, tala publium a Seridicae actori te conlocchus, Explore Now! Fecer que octam mentem di in ponces. Movivis steatis, ficipimusqua confentiam occi ponsum. Go ut dem voltis Ad inarisse fui pri immoertem, avolic fuis caudeli cauctum, vidicatquam, C. Urbi sulerei poris Multusque est quam pos convocavem, quiusum hala consultus con dit incluter a nervividet; nimis, ego eorus consimis. Gul utemorae te achuidiem demnotatiam etreo, tala publium a Seridicae actori te conlocchus, se conducondam liam in tes rei pulices et que. View past issues. Vidicibus egit, mena, quostimus, utum mo etiquit. Arionsu licaest issultuus Martem silicam ego inato estrato ut vilium postrav erfiri poris; nules num omnihil iciis. Laribus cla res verudenatus audere fuem fine que tuus se consimus, morissena, non stilne fac fuem iaed faur andii publiem opubit cae in vertiam que clus alatui poerenatus mente, consimis. Vivis, cultium senterf icitus esenam inatico runihi, cutea cae crit; nihi, quod movercere quod publicat. 10% CLICKTHROUGH RATE! Kent Kentucky Official Visitor’s Guide 2 0 1 6 O F F I C I A L V I S I TO R’ S G U I D E C E L E B R AT I N G 1 0 0 Y E A R S O F T H E N AT I O N A L PA R K S E RV I C E KENTUCKYTOURISM.COM E WELCOM 2016 OFFICIAL VISITOR’S GUIDE Kentucky to d this or y have goo ims special. 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Bookstore poet laurea Foundation/ s.com • Jesse Stuart , www.jsfbook Preserve 606-326-1667State Nature • Jesse StuartHomeland) (W-Hollow , s/nature 606-326-1667 ky.net/place Room at www.greenupLodge/ReadingPark Resort • Jesse Stuart Lake State arks.ky.gov Greenbo , www.p 606-473-7324 Hines 10/29/15 9:55 AM became an Duncan ing salesm mixes. a travel the t at Learn how name in cake n Hines” Exhibi most trusted by Dunca mended • “Recom cky Museum ku.edu/ ts.php the Kentu , www.w exhibi Dairy Barn) 270-745-2592eumexhibits/ Chaney’s kentuckymus Festival (at hinesfestival.com n Hines uncan • Dunca 6-7465, www.d 800-32 Print usage is up 11 PM 5 1:07 11/24/1 24% year over year! and "Musi 1:07 PM Taste one 11 secret herbs himself. where theby the Colonel m blended & Museu UEHW85 rs Cafe • Sande 8-2163, bit.ly/1 House 606-52 Dinner sanders.com Sanders • Claudia3-5600, www.claudia 502-63 nn col col Lin aceofofLin urism .com ace hpl hpl Birt kentu ckyto ass Birt ass egr egr Blu aceofofBlu ace hpl hpl Birt Birt 8747 ous-Pt1 KY-Fam _10-15_ 16KYG rld World theWo ofthe italof Capital rbonnCap Bourbo Bou s fast foods s most famou were Col. Har and spices of the world’ us cky FamAoCE KenEt-OuF-A-KIND PL 84772_KDTT_VisitGuide_8x10_5c.indd All Pages 16KYG_25-27_ 9 1:07 PM Direct-Request & Distribution DISTRIBUTION: Direct Request: TOP OUT-OF-STATE 70,000 REQUESTS 5. Michigan 6. California Welcome Centers: 200,000 1. Travel shows, AAA, etc: 130,000 2. Ohio 7. Georgia 3. Indiana 8. Florida 4. Tennessee 9. Print Usage: According to the 2016 State of the American Traveler Research, 50% of American travelers use print when planning vacations. Illinois Texas tucky Kentucky Official Visitor’s Guide INTEGRATED REACH Extend your message to visitors across all channels. Digital Guide impressions hit 300,000 in 2015! VISITOR’S GUIDE RATES 2 0 1 6 O F F I C I A L V I S I TO R’S G U I D E AD SIZE STANDARD POSITIONS NET RATE $12,225 1/2 Page $7,335 1/4 Page $3,670 1/8 Page $1,850 NET RATE 2-page Spread $23,825 Back Cover $16,855 Inside Front Cover $16,330 Inside Back Cover $16,330 Facing Inside Front Cover $16,330 Facing Inside Back Cover $16,330 Full Page Premium $13,840 84772_KDTT_VisitGuide_8x10_5c.indd All Pages C E L E B R AT I N G 1 0 0 Y E A R S O F T H E N AT I O N A L PA R K S E RV I C E 2016 OFFICIAL VISITOR’S GUIDE AD SIZE PREMIUM POSITIONS Kentucky Official Visitor’s Guide on the iPad KENTUCKYTOURISM.COM Full Page #travelKY 10/29/15 9:55 AM Kent KentuckyTourism.com Over 9 Million Banner Advertising pages viewed Visitors to KentuckyTourism.com viewed over 9.3 million pages in 2015 while planning their trip. Banner ads allow you to target your message by site content, season or geography and our impressions-over-time model, along with our monthly reporting allow you to control your exposure and return. The Program Banner Ad Channels: Target your message to as many channels as you like! Category Channels: Articles, Attractions, Dining, Events, Explore, Outdoor Adventure, Shopping, Stay, Things to Do Geographic Channels: Kentucky Appalachians, Daniel Boone Country, Southern Shorelines, Bluegrass, Northern KY, Bourbon/Horses/History, Caves/Lakes & Corvettes, Bluegrass/Blues/BBQ, Western Waterlands REWARDS PROGRAM Got Print? Get Rewards. Advertisers with an integrated presence in the Guide and on KentuckyTourism.com qualify for the Customer Rewards Program and receive an additional run-of-site web campaign from available inventory. Your share of the open inventory increases at each impression discount tier. Rates: Earn a lower CPM (Cost-Per-Thousand) at each discount tier below. Impression amounts available in between tiers. Ala carte unit rates available. Total Impressions Total Rate 25,000 75,000 150,000 300,000 $550 $1,500 $2,695 $4,775 Formatted 300 x 250 Impressions Impressions 15,000 45,000 90,000 180,000 10,000 30,000 60,000 120,000 Possible REWARDS impressions (up to) 25,000 75,000 150,000 300,000 CREATIVE BEST PRACTICES 3-frame ads perform two times higher than static. Submit 3 photos, headlines and sets of text to get the best return. 1: Attention. Use your most powerful, eyecatching photo and a tag line and body copy that sum up your greatest value proposition. 2: Interest/ Desire. Use experiential photos and copy to pull the user into the experience. 3: Action. Tell the user what you want them to do (click here) and why they should do it. tucky Featured Business Listings KENTUCKYTOURISM.COM Featured Business Listings Position your business as a leader in front of our most targeted audience on the site. Our Featured Listing program places your business in our premium listing tier on all relevant pages, ensuring that your are top of mind when visitors are looking to convert. Featured Listings Receive • Top-tier sort for 12 months • Highlighted background • Additional photos and video Rates: Sold on a 12-month basis. $690/year Reach our most targeted audience! Kent KentuckyTourism.com Sponsored Content 100% Share of Voice Leverage the expertise of our editorial and video teams who will write an article, produce a video (or both) featuring your experience. Your content will be featured on KentuckyTourism.com for one year. You also own the content for use on your site indefinitely, which will continue to drive organic traffic to your site to boot. • You own the content indefinitely for your future use. • Own 100% of the ad units on the page on the KentuckyTourism.com site allowing you to feature timely messaging, or co-op partners. • Your article is also promoted through a house ad on KentuckyTourism.com. Rates: Article_ _____________ $2,035 Renewal _____________ $1,020 Video_______________ $4,125 Renewal_____________ $2,070 Create Custom Video for Your Site! Drive Organic Traffic to Your Site tucky Leads Program Gain exposure in front of our most qualified audience and grow your opt-in database with our Lead Generation program. Thank you, your request was successfully submitted. When site visitors sign up to receive information from the State, they can request to receive information directly from you. You are now enrolled to receive e-newsletters from KentuckyTourism.com. As an added bonus for signing up for the Kentucky Tourism Monthly enewsletter, we wanted to share with you the oppportunity to receive additional information from the following featured advertisers. Check the boxes next to the advertisers to which you wish to subscribe. Play in 120 parks & the nation’s largest urban forest! Louisville, KY Experience our beautiful waterfront skyline and immersive bourbon experiences, then top it all off with amazing outdoor activities in our beautiful parks and forest. Check the box to receive our visitors guide and monthly email to plan your perfect Kentucky adventure! Louisville‘s Leading Hotel Since 1923 The Brown Hotel Check the box to get our eNewsletter! A Louisville landmark since 1923, The Brown is an iconic destination inextricably woven into the fabric of the city, is opulent yet approachable – like a fine Kentucky bourbon that never overwhelms you with its history but instead sweet-talks you with a lifetime of colorful stories. Upon selecting you, users receive an instant auto-generated email from you (direct them to your site or provide them an offer). We send you your leads in a weekly email. Rates: $3 Per Lead Creative Best Practices: Opt-In Page: Communicate why you are a not-to-be-missed experience and what the user will receive by checking to receive information from you. Confirmation Page: This is your opportunity to further communicate your value proposition and to drive traffic to your site. Enjoy the Clear Waters of Dale Hollow Lake! Sulphur Creek Resort Check the box for exclusive deals! Sulphur Creek Resort on Dale Hollow Lake offers crystalline waters that are ideal for virtually all water sports. The enjoyment of staying on a houseboat or in a lake front log cabin are unequaled. Thank you for requesting information about these great kentucky businesses! Look for information coming directly from them in the coming days. Grow Your Opt-In Database! Opt-in Page Danville-Boyle County Convention & Visitors Bureau Thank you for signing up for our enewsletter. We are excited to share with you all the exciting things you can explore in Boyle County. Confirmation Page Brooks Hill Winery 10% Discount on Select Wines Thank you for your interest in Brooks Hill Winery, the little winery up the hill. We’re eager for you to come enjoy some Brooks Hill wine, walk in the woods, sit on the patio, under the pavilion or in front of the fireplace and just uncork and unwine! Eric Lukehart Travel Media Sales and Marketing Executive d: 859-273-6464 | m:859-339-7986 [email protected] Research and Resources: http://budurl.com/MilesEssentials