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ANTICIPATE GREATNESS
Utah Travel & Tourism
Contributors: Emma Vinchur, Maddie Hill, Lauren Stolhmann, Michaella Benes, Brett Dettmer, Natasya Ong
3
TA B L E O F C O N T E N T S
Executive Summary... 4
Situational Analysis ... 5
SWOT Analysis ... 18
Creative Objectives... 19
Theme & Tone... 20
Creative Brief ... 21
Campaign Tactics ... 22
Media Objectives... 24
National Media Buy ... 25
Media Breakdown... 40
Campaign Evaluation ... 43
Works Cited... 44
4
E X E C U T I V E S U M M A RY
Utah possesses five national parks, seven
national monuments, and is home to the
“greatest snow on earth.” In relation to travel
and tourism, Utah faces two problems: the
misconception that Utah isn’t a “traditional”
vacation destination and the fact that there are
several states, both surrounding and distant, that
Utah must compete with regarding out-of-state-
spending for winter sports.
With Utah’s 2015/2016 winter campaign the
objective is to address these problems by use of
effective advertising and marketing strategies.
Using a multifaceted platform with several
medias, the campaign will successfully introduce
ways to attract a target audience.
Because Utah is already successful in attracting
family oriented travelers, our target demographic
is younger couples and singles, ages 25-35,
who don’t have children and have sufficient
disposable income. In order to reach the
target audience the campaign will be present
throughout multiple medias such as: television,
internet, outdoor, social media, and magazines.
By utilizing a recurring theme throughout all
media which consists of bold colors, scenic
landscapes, and majestic imagery, the campaign
will have a more holistic approach.
With this forthcoming Winter 2015/2016
campaign, Utah promises a matchless and
unforgettable winter travel adventure. Anticipate
greatness and experience for yourself what Utah
has to offer.
5
SITUATIONAL ANALYSIS
Brand History & Background
Financial
	 The Office of Tourism’s funding comes from
three sources: the General fund, the Tourism
Marketing Performance fund, and the Transportation
fund. The General Fund provides the base
operations budget of at least $4 million per year.
The Tourism Marketing Performance fund is tied to
the Office of Tourism’s performance - the amount
of money is derived from a formula that takes into
account performance over the last four years based
on increases in sales tax revenue for 21 tourism
related industries. The Transportation Fund is used
specifically for the welcome centers across the state.
	 The budget itself falls into four major
categories: Administration,Operations and
Fulfillment, Marketing and Advertising, and Film
Commission.
0
2
4
6
8
Film
Commision
Operations &
Fulfillment
AdministrationMarkeing &
Advertising
Utah Office ofTourism Budget
Departments
Dollars(inmillions)
748,700
7,000,000
2,574,500
988,299
6
SITUATIONAL ANALYSIS
	 Tourism brings in approximately
$842 million in revenue to the state
each year. It pays for roads, schools,
and decreases tax dollars for Utah
households. In 2013, tourists, travelers
and recreationists contributed $7.8 billion
in Utah’s economy. $6.4 billion (85%) of
that was out of state spending, meaning
it augmented and added outside dollars
to Utah’s economy. From 2013 to 2014,
tourism-related taxes increased from
8% to 19%. Overall, visitor spending has
increased 23% from 2009 to 2013.	
	 The non-winter campaign of 2014
resulted in $591 million in incremental
spending, which was a 52% increase
over the $389 million generated by 2013
marketing efforts.
Reputation
	 Utah’s travel and tourism is known for
putting emphasis on family/family travel
(Utah is a hub for the LDS church, which
put a strong emphasis on family and their
family groups are typically large.) Being
a part of the Rocky Mountain range, the
state is known for great landscapes and
environments, including state parks and
ski resorts. 87% of non-resident and 90%
of residents reported being “extremely/
very satisfied” with their Utah travel
experience.
	 Because the state is the base of
operations for the LDS church, there is
also the negative connotation of the
state being highly conservative and
close-minded. This could be a deterrent
for travelers, who may not want to, or
be willing to, deal with the traditionalist
culture of Utah.
Company Trends
	 Since 2005, there has been more
and more emphasis placed on the
travel and tourism department, with
more aggressive advertising campaigns
showcasing the national parks and ski
resorts. From 2013 to 2014 there was a
52% increase in incremental spending
for tourism and according to Jennifer
Leaver, a University of Utah David Eccles
School of Business research analyst,
“Utah may experience a greater influx of
Chinese tourists in 2015 due to recently
relaxed visa regulations, and a strong U.S.
economy coupled with lower gas prices
could fuel greater domestic travel to Utah
as well.”
Insights
	 Utah places such an importance on
travel and tourism (i.e. funding), so it can
be easily predicted that that sector of
their economy will continue to grow. The
state knows how to create advertisements
that appeal to multiple demographics. A
large sector of the job market is tied into
travel and tourism, and Utah recognizes
by increasing tourism profit it is in turn
creating more jobs and higher wages
for state citizens. Despite the overall
conservative tone of the state, larger
cities, such as Salt Lake, have proven to
be very culturally diverse, allowing the
state to still offer a wide appeal.
7
SITUATIONAL ANALYSIS
Product Analysis
Features of Utah:
•	 Wasatch front of the Rocky
Mountains
•	 Mormon Tabernacle Choir
•	 Well-maintained, clean
•	 5 world-renowned National Parks
•	 Sundance Film Festival
•	 Olympic Legacy Park
•	 Park City
•	 Urban life of Salt Lake City
•	 Springville Museum of Art
•	 Utah Museum of Fine Art
•	 Twilight Concert Series
•	 Red Rock Festival
•	 Tanger Shopping Outlets
•	 University of Utah and Brigham
Young University sporting events
Benefits of the features:
•	 Urban life within close proximity of
park and ski destinations
•	 Variety of activities to cater to any
personality or lifestyle
•	 Comfortable, safe place to travel with
children
•	 Availability of diverse shopping,
restaurant, and entertainment
•	 Musical and artistic education and
participation opportunities
Brand Personality:
	 Utah is adventurous because
of its access to high energy outdoor
adventures, well-rounded because of
the variety of activities and experiences
offered within the state, adaptable
because of its ability to cater to multiple
age groups, personalities, lifestyles,
budgets, and interests, and spontaneous
because of the convenience of having
a diverse array of activities near to one
another.
8
SITUATIONAL ANALYSIS
Consumer Analysis
Age:
Based on the research and interviews
conducted, the consumers who travel
to Utah are those who are around the
ages of 45 to 64. Out of these people
who are interested in traveling to Utah,
they are travelling for leisure rather than
business or other reasons. Based on this
observation, it is safe to conclude that
many families travel together to Utah.
Income:
According to MRI+ data, those who
have a household income between
$75,000 and $150,000 are more likely
to travel to Utah. People who fall into
this group are 31-100% more likely to
travel to Utah than those who have a
lower income. These consumers have a
substantial expendable income for travel.
Education:
Consumers who have earned a college
degree or higher are about 50% more
likely to travel to Utah compared to those
who have not earned a college degree.
Those who earn a college degree make
more money over their lifetime, thus
having more money for potential travel.
According to the Los Angeles Times,
college graduates earn 84% more in a
lifetime than those who did not receive
a college degree. This equates to nearly
over a million dollars in a lifetime.
Geographic:
Consumers who live in the Western
region of the country, which consists of
the states: Arizona, California, Colorado,
Hawaii, Idaho, Montana, Nevada, New
Mexico, Oregon, Washington, and
Wyoming, have a higher likelihood to
travel to Utah. Utah is also a stated
located in Western United States.
These consumers are 121% more
likely to travel to Utah than any other
consumers. According to the article by
The Huffington Post Travel, airfares have
increased. The corporate combinations
eliminated so much competition that in
some markets, airlines can now set their
own prices. This takes a toll on tourism
because consumers are likely, to instead,
drive to destinations that are closer to
where they live which explains why the
majority of consumers visiting Utah are
from the West.
9
SITUATIONAL ANALYSIS
Consumer Analysis: Interview Data
	 Based on the interviews conducted
with consumers, many people mentioned
Utah’s national parks and the outdoors.
When asked what the first word was that
came to mind when they heard Utah
nearly every consumer answered with
something that relates to the scenery
and outdoor experiences Utah has to
offer. When consumers are thinking
about visiting Utah one of the main
components that motivates them are
the national parks and the natural,
outdoor setting Utah provides. When
visiting Utah and its many national parks,
consumers are looking for a peaceful,
family-friendly atmosphere. Those people
who desire these traits when choosing
a destination are people who are
adventurous, curious, and also laid back.
	 When asked about what they are
looking for in a vacation, specifically, one
consumer stated, “I guess the adventure.
I just like experiencing new things.”
Another consumer stated, “I love to travel
just to experience nature.” This means
that based on consumer wants, Utah
has a strong advantage to meet their
wants based on what the state has to
offer.
	 On a vacation, most consumers
want time to relax and to keep their
minds off work. With the breathtaking
scenery and camping in the National
Parks, consumers are able to have an
escape from their busy schedules. Some
consumers are more adventurous and
want to experience new activities. Utah’s
National Parks offers a wide range
of activities such as bicycling, hiking,
canyoneering, horseback riding, and to
go on river trips. All these activities are
perfect for thrill-seekers. Not only that,
they could experience skiing at Utah’s
ski resorts. Utah has the most national
parks out of any state in the country
and also has world-renowned ski
resorts, offering consumers the best of
both worlds when it comes to outdoor
activity.
10
SITUATIONAL ANALYSIS
Competitive Analysis
	 According to the table to the right,
the activity that consumers engage most
in during vacations are visiting beaches
followed by attending specific events.
0
10
15
20
25
Beach National
Park
Backpacking/
Hiking
Specific
Event
Total Consumers based on Vacational Activities
Activites on Vacation
TotalnumberofConsumers(inmillions)
30
Skiing
11
SITUATIONAL ANALYSIS
Competitive Analysis
	 Utah’s main attractions are the
national parks and ski resorts. This is
where Utah loses out when it comes to
activities because according to the data,
only 17% of consumers visits National
Parks during vacations. Therefore, states
that have beaches, such as California
and Florida, would be considered Utah’s
competitors because the majority of the
consumers would want to travel there to
visit the beaches.
	 States that are also famous for
their national parks are also considered
competition. Colorado’s main attractions
are also the parks and ski resorts such as
the Rocky Mountain National Park, Pikes
Peak in Pike National Forest, and Eldora
Mountain Resort. Tourists can enjoy both
the beauty of nature and ski. However,
since Colorado legalized marijuana, the
state could be considered not as family-
friendly as Utah.
	 According to Newsweek,“Colorado’s
pot culture included increased use among
teens, resulting in educational problems
in middle schools and high schools, a
spike in “edibles”-related emergency
room visits, consumption by children and
pets resulting in illness and death and
regulatory confusion surrounding public
consumption and enforcement”. This
gives Utah an upper hand of attracting
more families as compared to Colorado.
	 Colorado advertises itself through
the slogan “Come to Life”, where they
encourage consumers to get up and live
life and that adventure is out there. It
is very generic and is adventure-driven.
Their attractions were not highlighted.
Their ad campaign would attract more of
the younger generations – millennials.
Utah also has a stronger advertisement
campaign in terms of promoting
“The Mighty 5” – their five national parks.
	 Aside from Colorado, Wyoming
has the biggest national park in the
United States with Yellowstone National
Park. This park is a major destination
for target audiences of all ages and it
is family-friendly. Yellowstone National
Park offers a wider range of activities as
compared to the national parks in Utah.
While Wyoming does has the largest and
perhaps most famous national park in the
country, Utah also has world-renowned ski
resorts, which are better recognized than
Wyoming’s ski resorts.
	 In terms of advertising campaigns,
Wyoming’s slogan is “Forever West.”
They used a more rustic color pallet. In
their tourism website, it showcases more
of the western feel like horses, canyons,
and wide-open spaces. There is no
specification on the attractions.
12
SITUATIONAL ANALYSIS
Market Analysis
Below are graphs detailing six different demographics and populations when referring to travel to Utah/Colorado. All data was
collected from MRI+ database.
0
10
20
30
40
18-24 35-44 45-5425-34
Age
Age Range
Population(inmillions)
50
55-64 65+
0
20
40
60
80
NoCollege Didnot
graduate
HighSchool
Graduated
HighSchool
Post-
Graduate
Education
Level of Education
Population(inmillions)
10
Atteded
College
Graduated
CollegePlus
13
SITUATIONAL ANALYSIS
Market Analysis
0
20
40
60
80
SpanishSpoken
InHome
Black/
AfricanAmerican
Only
WhiteOnlyOtherrace/
Multiple
Classifications
Ethnicity
Population(inmillions)
10
Other Asian
12
14
16
18
American
Indianor
AlaskaNative
Black/African
American
White
0
20
40
60
80
West South North EastMidwest
Geographic Location
Location in U.S.
Population(inmillions)
10
14
SITUATIONAL ANALYSIS
Market Analysis
0
20
40
60
80
<20,000 30,000
-39,999
40,000
-49,999
20,000
-29,999
IncomeLevel
Dollars
Population(inmillions)
100
50,000
-59,999
60,000
-74,999
75,000
-149,999
150,000+
0
105
110
115
120
Women Men
Gender
PopulationofConsumers(inmillions)
125
15
SITUATIONAL ANALYSIS
Market Analysis
Graph Interpretation
To the left is a graph compiling the
highest index numbers from each
demographic category. The index
number is the likelihood that the
consumer will engage with the product.
The numbers listed the graph are all over
100%, meaning there is an above average
likelihood these consumers will travel to
Utah/Colorado.
0%
50%
100%
150%
Gender Income
150,000+
Graduated:
CollegePlus
Age55-64
HighestIndexNumbers
DemograhicInformation
West
Geographic
area
Ethnicity:
White
Likelihoodgroup
willengagein
travel
bypercent
(over100%)
1% 1%
7%
35%
47%
100%
41%
51%
121%
5% 10%
22%
TravelintheU.S.
TraveltoUtah/Colorado
16
SITUATIONAL ANALYSIS
Market Analysis
Gender
	 There’s no overwhelming data in
favor of either gender when it comes
to travel. Women are 1% more likely to
travel to Utah/Colorado, along with U.S.
travel in general. Men are 1% less likely to
travel to Utah/Colorado. The same can be
said for their U.S. travel habits.
Age
	 The age group of 55-64 has the
highest likelihood of traveling to Utah/
Colorado, with 35%, followed by the
age group of 45-54 at 21%. There is not
as much difference with this age group
from traveling to Utah/Colorado versus
traveling within the whole U.S.
Income
	 The household income of $150,000+
is one of the two groups of interest.
Consumers with incomes of $150,000+
are far above average in terms of
traveling to Utah/Colorado - 100%
more likely. Overall, people that make
$150,000+ are 47% more likely to engage
in travel within the U.S.
The other household income that is of
interest in this group is $75,000-$149,999.
Consumers in that sector are 31%
more likely to engage in travel to Utah/
Colorado. The people that make $75,000-
$149,999 are 32% more likely to engage
in travel within the U.S. This is one of the
few groups where the travel within the
U.S. is more likely than the travel to Utah/
Colorado.
Education
	 The education level of an
undergraduate degree plus further
schooling is one of the two groups
of interest within education. College
graduates and further college educated
consumers are 51% more likely to travel
to Utah/Colorado. There is not much
difference between the people who
graduated college+ that engage in travel
to Utah/Colorado versus the people
that graduated college+ who engage
in travel within the U.S. The people
who graduated college+ are 41% more
likely to engage in travel within the U.S.
The education level of postgraduate
is the other group within education
that is of importance. People that are
postgraduates are 44% more likely to
travel to Utah/Colorado. Postgraduates
are also 48% more likely to travel within
the U.S.
17
SITUATIONAL ANALYSIS
Market Analysis
Geographic Area
	 The West U.S. is the highest group
of interest when referring to geographical
location of consumers. People who live
in the West U.S. are 121% more likely to
travel to Utah/Colorado. This is quite a
difference from the people who live in
the West U.S. that travel within the U.S.,
which is 5% more likely to travel. The
West U.S. demographic is the largest by
20% out of all regions of the U.S.
Ethnicity
	 The highest group of interest within
ethnicity is Caucasian. These consumers
are 22% more likely to travel to Utah/
Colorado, and are 10% more likely to
travel overall within the United States.
18
SITUATIONAL ANALYSIS
SWOT Analysis
Strengths:
• Success of current “Mighty
5” campaign
• Family friendly environment
• Diverse activities that
appeal to all visitors
• Kind reputation of locals
• Five national parks and
seven national monuments
Weaknesses:
• Isn’t ‘typical’ vacation
destination
• Lack of numerous urban
cities
• Level of conservatism in
state could deter a wider
range of visitors
Opportunities:
• Reach a larger population
to educate about tourism and
travel
• Building on the positive
momentum of the “Mighty 5”
campaign
• Renewal of investments in
attractions and events
• Continued improvements of
infrastructure
Threats:
• Competition from other
vacation destinations both
surrounding and distant
• Rising expense of airfare/
plane tickets
• 5.2% decrease in ski visits in
2014 due to poor snow season
• Inclement weather prevents
visitors from experiencing
some seasonal attractions
• More consumers on average
visit Colorado for skiing/winter
sports
19
CREATIVE BRIEF
Objectives
Advertising/Communication
1. Increase awareness of Utah as a travel
destination for winter sports by the
end of the 2015-2016 ski season
Marketing
1. Increase out-of-state spending by
15% during the 2015-2016 ski season
(November 2015- March 2016)
2. Increase ski visits by 8% during the
2015-2016 ski season
20
CREATIVE BRIEF
Branded Product: Utah Travel and
Tourism
Brand Promise: Visiting Utah will
provide a diverse and unique winter travel
experience
Brand Personality: Adventurous,
spontaneous, and diverse
The Opportunity Is: To shift
perceptions of the state’s winter tourism
options in the minds of young singles/
young couples with no kids
To These People:
• Young singles/young couples with no
kids (25-35)
• Young, active, looking for
excitement, enjoys the outdoors,
post-grad working professionals (with
adequate disposable income)
Our Proposition Is: With the
forthcoming Winter 2015/2016 campaign,
Utah promises a matchless and
unforgettable winter travel adventure.
And They Will Believe It Because:
• “87% of non-resident and 90% of
residents reported being “extremely/
very satisfied” with their Utah travel
experience.”
• Tourism-related tax revenue grew 43%
from 2010 to 2014
• From 2013 to 2014 there was a 52%
increase in incremental spending for
tourism
• In 2014, Utah national parks set an all-
time record of 7.2 million total visits
Positioning Statement for Branded
Product:
	 To young professionals age 25-
35, Utah is the brand of potential
vacation destinations that will provide
a diverse and unique winter travel
experience because of our forthcoming
Winter 2015/2016 campaign. Our
brand personality is adventurous,
spontaneous, and diverse. Our
positioning is travel destinations/states
within the Rocky Mountains.
21
CREATIVE BRIEF
Campaign Theme - Utah: Anticipate Greatness
Tonality: Bold & Impactful Unifying Ideas:
• Landscape shots that depict active
images of people participating in winter
sports
• Feeling/tone: Adventure, Opportunity,
Creativity
	 o Consistent use of media, color
scheme, images, and tone
22
CAMPAIGN TACTICS
Theme: Anticipate Greatness
Snapchat:
Our target audience is a younger market
and Snapchat is popular with this
demographic. Execution will include a
geotag filter and a live story feed. Our
geotag filter would resemble a winter
sports theme.
Instagram:
Sponsored images and videos in
user’s’ feed, along with creation
and implication of the the hashtag:
“#anticipategreatness.” The platform
allows user interaction and engagement
with our brand along with being able
to connect with other consumers
and showcases Utah’s attractions and
landscape.
Twitter:
The hashtag, #anticipategreatness, will be
used on Twitter, along with purchasing a
promoted tweet and regular activity on the
Travel Utah Twitter account.
Youtube:
Run ads over and around relevant content,
including banner and sidebar ads, along
with pre-roll ads. Allows easy target to
consumers who are already interested in
winter sports and other related content.
Spotify:
Creation of a “Winter Sports” playlist,
with emphasis on Utah artists (Imagine
Dragons, The Killers, Neon Trees, The
Used) along with running ads for non-
premium users. Spotify is an effective
platform because music can be used to
excite current and potential visitors.
Magazines:
Based on the MRI+ quintitle data,
Magazines hold some of the highest index
numbers compared to other forms of
media. Running ads in both Ski and Sierra
magazine will broadcast our campaign to
an already interested audience.
Billboard:
According to the MRI+ data, the index
numbers in the first two quintiles are
higher than average, showing that
outdoor advertising is effective for our
target audience. Billboards will be placed
according to the traffic of certain areas and
where our target audience most frequents.
23
CAMPAIGN TACTICS
Theme: Anticipate Greatness
Internet digital ads:
According to MRI+, the websites that
our target most frequents (higher than
average index numbers) include Weather
Underground, Priceline, and Orbtiz. We
can target our audience through the use
of Internet cookies to identify searches
that are relevant to winter travel and
sports, along with utilizing display ads.
TV:
TV allows for the incorporation of
sound, therefore we can emphasize our
advertising tone: “bold and impactful.”
TV allows for powerful visuals and
audio, and the ability to effectively and
efficiently reach a large audience. TV ads
will be run during sporting events and on
relevant sporting channels.
PR Pitch: Tessa Barton
Barton is a lifestyle based out of Salt Lake
City. Our pitch to her would be a blog post
highlighting her favorite parts of Utah and
how living in Utah inspires her music and
art. Tessa fits the age of our demographic
and can easily relate and create content
that young professionals, particularly
women, will enjoy.
CityPASS
CityPASS allows visitors to bundle sight-
seeing packages, allowing unlimited
access to certain museums, galleries, all-
day ski passes, and discounts on shopping
and restaurants. It encourages visitors to
explore many parts of the area they are
in, and if so many attractions are visited,
travelers are gifted with Utah branded
merchandise.
Winter Olympian Endorsements
Since the 2002 Winter Olympics were held
in Salt Lake City, Utah Travel & Tourism
would reach out to such popular names
as Shaun White, Apollo Ono, and Kristi
Yamaguchi for endorsements to be used in
all forms of advertising and social media.
24
NATIONAL MEDIA BUY
Media Objective
Reach 35% of targeted audience,
with a frequency of three times,
within a four week period.
25
NATIONAL MEDIA BUY
Television
Media Projected Percent Down Index Number
Television
Quintile 1
Television
Quintile 2
Television
Quintile 3
ESPN
TV Show Type:
Soccer
TV Show Type:
Comedy/Variety
816,000 people
1,274,000 people
2,029,000 people
2,791,000 people
484,000 people
352,000 people
9%
14.1%
22.4%
30.8%
5.3%
3.9%
70
112
103
120
96
45
The table to the left showcases how
engaged our target audience is with
television. Based on the results, television
in general is not as popular as compared
to other mediums. The television shows
that are most popular among our target
audience is Fox’s American Dad and
ESPN’s Soccer programs. Television
allows us to convey our message
with not only sound, but also with
visual stimulation. The television ad
will showcase the beauty of Utah’s
national parks, ski resorts and other
attractions. Not only that, television also
provide high reach because, although
the target audience is not as engaged
with television, it still manages to reach
4,119,000 people (total quintile.) Hence,
we could also attract audiences outside
our target audiences. The commercials will
be placed either before or after American
Dad and ESPN’s soccer programs so that it
reaches our target audiences. The overall
tone,music and flow of the commercial will
connect to our slogan and hashtag.
26
NATIONAL MEDIA BUY
Magazine
Media Projected Percent Down Index Number
Magazine Quintile
1
Magazine Quintile
2
Magazine Quintile
3
Ski Magazine
Sierra Magazine
United
Hemispheres
1,806,000
1,649,000
1,893,000
1,269,000
1,171,000
2,675,000
21.4% 107
98
112
331
331
306
19.6%
22.5%
1.8%
1.6%
3.5%
To the left is a table representing the MRI+
data as it relates to the magazine media
tactic. Listed first are the five magazines
quintiles, along with index numbers,
percent down statistics, and the projected
population of consumers. Beneath that are
the specific publications this campaign will
be utilizing, along with the same statistics
for the quintiles: index number, percent
down, and projected population.
As a media outlet, magazines are a
reliable option for our demographic
of those interested in winter sports
and travel. Magazines as a media rank
well, with the index number average
of the first three quintiles being 106
(rounded up from 105.66.) For the specific
publications chosen for this campaign,
the index numbers are exponentially high,
showing extreme promise in consumer
engagement. The magazine publications
listed focus on general outdoor sports and
adventuring, a demographic of readers we
want to target.
27
NATIONAL MEDIA BUY
Magazine
Media Projected Percent Down Index Number
Magazine Quintile
1
Magazine Quintile
2
Magazine Quintile
3
Ski Magazine
Sierra Magazine
United
Hemispheres
1,806,000
1,649,000
1,893,000
1,269,000
1,171,000
2,675,000
21.4% 107
98
112
331
331
306
19.6%
22.5%
1.8%
1.6%
3.5%
Magazines allow the use of image to
evoke feeling and connection to a
brand. They combine information and
emotion into an attractive and visually
stimulating experience. This campaign
focuses heavily on image and inspiring a
feeling of anticipation within the viewer.
Glossy images of snow-capped mountains
and trail-blazing visitors allow a visual
representation of what the viewer could be
experiencing, what the viewer is missing
out on. It is this “seductive” quality of
magazines that make them a valuable
media tactic. They show an idealized
world and inspire a sense of wanting and
aspiration. The power of magazine images,
combined with the MRI+ data showing
their market potential, makes them an
invaluable part of Utah’s 2015/2016 winter
campaign.
28
G R E A T
T H I N G S
A R E D ONE
W H E N
P E O P L E &
MOUNTAINS
M E E T
Example of
magazine ad
29
NATIONAL MEDIA BUY
Outdoors
Media Projected Percent Down Index Number
Outdoors Quintile
1
Outdoors Quintile
1
Outdoors Quintile
1 2,590,000 30.7
107
92
154
21.5
18.4
1,812,000
1,554,000
The MRI data above shows that outdoor advertising is heavily effective with states
being visited. Among the five forms of media in the campaign, outdoor advertising
ranked second regarding how effective the advertising can be.
The website Clear Channel Outdoor displayed several forms of outdoor advertising
that is most effective in today’s era. Outdoor advertising will include billboards,
bus wraps, bench advertising, wallscapes, airport banners, transit shelters and city
passes. The advertisements will all be similar in that they will have pictures of winter
landscapes, inspiring messages as well as show the hashtag “#AnticipateGreatness”.
Billboards generate the highest amount of impressions per advertisement, therefore it
will be the primary form of outdoor advertising.
Outdoor advertising will also be utilized
within sporting arenas in each of the five
cities chosen. The target audience is likely
to be found watching sports in these cities
and appreciates use of latest technology.
Advertisements will flash on the
“jumbotron.” These advertisements will
be digital stills and or short clips showing
the similar advertisements within our
campaign. This means the videos will be
impactful, the stills will be of landscapes
and the hashtag will be placed at the
end of every advertisement. According
to MRI data, those who are interested
in traveling as well as winter sports are
most interested in baseball, hockey, and
football. Therefore, advertisements will be
placed in arenas that host these events.
Advertising locations will be in Salt Lake
City, Phoenix, Denver, Reno and Chicago.
The locations were chosen to advertise
according to proximity to Utah, figuring
the population of the cities, demographics
within the cities through PRIZM. There are
30
NATIONAL MEDIA BUY
Outdoors
Media Projected Percent Down Index Number
Outdoors Quintile
1
Outdoors Quintile
1
Outdoors Quintile
1 2,590,000 30.7
107
92
154
21.5
18.4
1,812,000
1,554,000
specific zip code areas that were found by
using PRIZM that would be most effective
according to the demographics of the
areas (age, income, consumer spending.)
The specific zip codes chosen were due to
the highest consumer spending in the city,
the average age range of the residents
were between 25-35 years old single or
recently married with no children and their
income was moderate or slightly above
moderate.
31
Example of billboard
32
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
The first three sets of data represent the
MRI+ data as it relates to the internet
media tactic. Because our campaign
focused on only the first three quintiles,
the projected population, percent
down statistics, and index numbers of
the consumers were analyzed for these
quintiles and an allotted budget for this
media was dispersed accordingly. The
three sets of data illustrate websites with
the top three highest index numbers that
targeted displays will be ran on.
Internet and online advertising can deliver
effective branding as well as product
information and has multi-screen viewing
(mobile/computer). Multi-screen viewing
allows consumers to view our ads at their
fingertips while browsing the web. Internet
is an essential media to utilize based on its
averaged index numbers of each quintile
(101). Because we are focusing on a
younger, more athletic demographic with a
tailored focus on winter athletics, it would
be ideal to focus on the ESPN website.
33
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
That is where the majority of the internet
media budget is going, comprising nearly
51% of internet’s allotted budget. It is
also, without a doubt, the most expensive
advertising outlet, however, there are
over 2,423,333 unique visitors each day to
the ESPN site. This gives our campaign
the ability to reach a high frequency of a
specific audience.
Points of entry roadblocks are also an
effective use of budget because it requires
the audience to manually click out of the
ad before continuing on a website, which
attracts attention to the ad. Points of entry
roadblocks comprise over 46% of the
budget for internet advertising.
34
NATIONAL MEDIA BUY
Internet
Media Projected Percent Down Index Number
Internet Quintle
1
Internet Quintle
2
Internet Quintile
3
Weather
Underground
Priceline
Huffington
Post
1,961,000
1,543,000
2,035,000
8,405,000
12,743,000
21,096,000
23.2% 116
91
121
212
184
172
18.3%
24.1%
7.5%
9.9%
15.3%
The remaining 3% of the budget was used
for targeted displays and Google ads.
Google ads are an effective use of budget
because targeted words may be chosen
by the advertiser that a consumer might
research and advertisements would display
accordingly. Target words for Utah’s winter
campaign may include: Utah, travel, ski,
snowboard, vacation, hiking, scenic road
trips, Colorado, cheap vacations, romantic
getaways, weekend trips, and family trips.
35
Example of Internet display ad
36
NATIONAL MEDIA BUY
Social Media
Social media is an exciting and innovative
platform, which allows all advertisers and
marketers to communicate with their
audiences. It allows the marketer to target
very specific audiences, engage with
their audiences on a higher level and also
allows consumers to engage with one
another. This is particularly important in
regards to tourism. Ultimately people will
look to fellow travelers for information that
they feel is unbiased and from real people
as opposed to someone who benefits
economically from increased tourism and
is just trying to sell them on something.
One major trend in recent years is how the
increased use of internet and social media
has reshaped the way information related
to tourism is distributed among consumers
on various platforms. As an advertiser it
is vital to be present on these platforms
and engage with your consumers as well
as make it apparent to them the great
things a brand, such as Utah, has to offer
by pushing out advertisements to them.
Facebook has exceeded 1.19 billion
monthly active users. Twitter has surpassed
560 million active users. It would not be
wise to neglect the opportunities this
provides in advertising Utah on these
platforms.
A study done by Xiang and Gretzel
concluded that one in every ten Google
search related to tourism included a
reference to social media. This shows how
large of an impact social media can have
on tourism and how it stretches across
different mediums. It is absolutely crucial
for tourism to have an impact on social
media. Not only for its direct effects on
advertising to users of social media, but
ultimately social media impacts how users
use other information sources as this study
concludes.
There has been $5,417,500.00 allocated to
social media for a four week social media
campaign. Travel Utah is capitalizing on
the use of social media and the power it
holds within consumers and using it to
reach excessive amounts of viewers. The
use of trending hashtags and sponsored
tweets on Twitter, hashtags on Instagram,
ads on Facebook, as well as a 24 hour live
Snapchat story will all be used to reach
a desired audience and engage with
consumers.
37
visitutah
1,489 likes
Come get your ski on with the greatest snow on
earth. Your destination awaits. Think Utah; think
YOU. #anticipategreatness
Example of promoted tweet and
Visit Utah’s Instagram feed
38
NATIONAL MEDIA BUY
Media Tactics Summary
27.30%
21.30%
18.40%
14.80%
18.20%
Utah Media Budget
Social Media
Outdoors
Internet
Magazines
T.V.
The Utah 2015/2016 Winter Campaign
will feature an over arching aesthetic, with
consistent imagery, music, typography,
color scheme, and tone. Below are listed
each form of media that will be used in
the campaign, and how that media will
interact with the campaign components.
Television: The commercial will
incorporate all other mediums by
showcasing Utah’s travel website
and ways to utilize the hashtag,
#anticipategreatness, on Instagram,
Facebook, and Twitter.
Internet: The hashtag,
#anticipategreatness, will appear within
each ad and when clicked on, will link to
the trending tweets. The images within the
online ads will be the same as the images
featured on billboards, magazine articles,
television advertisements, and social
media posts/ads.
39
NATIONAL MEDIA BUY
Media Tactics Summary
Magazines: Each magazine ad will
include the hashtag, #anticipategreatness,
and an invitation to follow and engage
with the Travel Utah Twitter and Facebook
page and Instagram account. The URL to
Utah’s Travel and Tourism website will also
be present.
Outdoor Advertising: Outdoor
Advertising will synchronize with all other
media advertising within the campaign
by displaying pictures and colors that
represent the tone of the campaign, using
the same font on the advertisements
and always displaying the hashtag
#anticipategreatness.
Social Media: The trending Twitter
hashtag, #anticipategreatness, will be
used on Twitter in general as well as on the
Travel Utah promoted tweet to connect
all conversation about Utah amongst the
consumers. This hashtag will also be used
on Instagram as well to unify and bring
together all content on the platform that
is being shared about Utah. Snapchat
will also be used to run a 24 hour live
Snapchat story showcasing videos and
images sent by users in Utah via a geotag.
All platforms, Facebook, Instagram, and
Snapchat will include content portraying
the impactful tone related directly to
winter sports happening in Utah.
With the combination of paid and owned
media, the overall outcome would be to
unify both and gain earned media.
40
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Television
Soccer on ESPN
American Dad (FOX)
Magazines
Ski Cover 2
Ski Cover 3
Sierra Cover 2
Sierra Cover 3
United Hemipheres
Half Page Color
41
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Internet
ESPN Homepage
Run of Site Display
Points of Entry
Roadblock
All Points of Entry
Roadblock
Target Display
Google Ad
Social Media
Trending Twitter Hashtag
Instagram Ad
Facebook Ad
Twitter Promoted Tweet
Snapchat Story
42
NATIONAL MEDIA BUY
Individual Media Breakdown
Budget Grand Total: $14,869,384.00
Outdoor
Arena
Bench
Buswrapping
Transit Shelter
Wallscapes
Airport Banner
Billboard
43
CAMPAIGN EVALUATION
1. Amount of out of state spending to
Utah
2. Amount of visits booked at Utah winter
resorts
3. Total number of followers on social
media
4. Track frequency of hashtag use
5. Analyze demographic information of
visitors in relation to target audience
To increase awareness, out of state
spending, and ski visits to Utah among
young singles and couples ages 25-35,
the campaign will utilize social media and
a variety of advertising outlets including
T.V., magazines, Internet, and outdoor
platforms.
Total out of state spending will be
measured at the end of the campaign as
well as quarterly to look at benchmark
data, while all social media outlets
and demographic engagement will be
measured intermittently through the use of
analytics quarterly.
44
WORKS CITED
Bus Wraps: Commonly Asked Questions about them. (2012,
January 18). Retrieved December 7, 2015, from http://www.
busbank.com/bus-wraps-commonly-asked-questions-about-
them/
Click for a Zip Code Boundary Map. (n.d.). Retrieved December
7, 2015, from http://www.zipmap.net/
Colorado Tourism Work - Karsh Hagan - Denver Advertising
Agency. (n.d.). Retrieved
October 5, 2015.
ENTER. (n.d.). Retrieved December 7, 2015, from http://www.
claritas.com/MyBestSegments/Default.jsp?ID=20
Haun, M. (2015, June 6). The Unexpected Side Effects of
Legalizing Weed. Retrieved October 30, 2015.
Hsu, T. (2011, August 5). College graduates earn 84% more than
high school grads, study says. Retrieved October 29, 2015.
Leaver, J. (2015, October 13). 2015 Utah Tourism Conference
Attracts Record Attendance | Kem C. Gardner Policy Institute.
Retrieved October 29, 2015.
Outdoor Advertising. (n.d.). Retrieved December 7, 2015, from
http://www.entrepreneur.com/encyclopedia/outdoor-advertising
Reporter, M. (Ed.). (2014, April 1). MRI Reporter. Retrieved
September 20, 2015, from http://ureporter.mriplusonline.com/
selectdemo.asp
Roam Free. Wyoming Tourism. (n.d.). Retrieved October 5, 2015.
Roy, K. (2012, July 17). Tourism growth in Utah brings success
to the state, satisfaction to the sojourner. Retrieved October 4,
2015.
Standard General Rates. 1st ed. Canoga Park, CA: California
Bench Advertising, 2015. Web. 7 Dec. 2015.
Utah Economic and Business Review: 2014, Volume 74, Number
4. (2014). Retrieved October 4, 2015.
Utah Office of Tourism Research Links. (n.d.). Retrieved October
4, 2015.
Utah tourism going strong according to a new tourism industry
report by BEBR. (2014). Retrieved October 4, 2015.
Xiang, Zheng, and Ulrike Gretzel. “Role of social media in online
travel information search.” Tourism management 31.2 (2010):
179-188.
45

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Plansbook

  • 1. 2 ANTICIPATE GREATNESS Utah Travel & Tourism Contributors: Emma Vinchur, Maddie Hill, Lauren Stolhmann, Michaella Benes, Brett Dettmer, Natasya Ong
  • 2. 3 TA B L E O F C O N T E N T S Executive Summary... 4 Situational Analysis ... 5 SWOT Analysis ... 18 Creative Objectives... 19 Theme & Tone... 20 Creative Brief ... 21 Campaign Tactics ... 22 Media Objectives... 24 National Media Buy ... 25 Media Breakdown... 40 Campaign Evaluation ... 43 Works Cited... 44
  • 3. 4 E X E C U T I V E S U M M A RY Utah possesses five national parks, seven national monuments, and is home to the “greatest snow on earth.” In relation to travel and tourism, Utah faces two problems: the misconception that Utah isn’t a “traditional” vacation destination and the fact that there are several states, both surrounding and distant, that Utah must compete with regarding out-of-state- spending for winter sports. With Utah’s 2015/2016 winter campaign the objective is to address these problems by use of effective advertising and marketing strategies. Using a multifaceted platform with several medias, the campaign will successfully introduce ways to attract a target audience. Because Utah is already successful in attracting family oriented travelers, our target demographic is younger couples and singles, ages 25-35, who don’t have children and have sufficient disposable income. In order to reach the target audience the campaign will be present throughout multiple medias such as: television, internet, outdoor, social media, and magazines. By utilizing a recurring theme throughout all media which consists of bold colors, scenic landscapes, and majestic imagery, the campaign will have a more holistic approach. With this forthcoming Winter 2015/2016 campaign, Utah promises a matchless and unforgettable winter travel adventure. Anticipate greatness and experience for yourself what Utah has to offer.
  • 4. 5 SITUATIONAL ANALYSIS Brand History & Background Financial The Office of Tourism’s funding comes from three sources: the General fund, the Tourism Marketing Performance fund, and the Transportation fund. The General Fund provides the base operations budget of at least $4 million per year. The Tourism Marketing Performance fund is tied to the Office of Tourism’s performance - the amount of money is derived from a formula that takes into account performance over the last four years based on increases in sales tax revenue for 21 tourism related industries. The Transportation Fund is used specifically for the welcome centers across the state. The budget itself falls into four major categories: Administration,Operations and Fulfillment, Marketing and Advertising, and Film Commission. 0 2 4 6 8 Film Commision Operations & Fulfillment AdministrationMarkeing & Advertising Utah Office ofTourism Budget Departments Dollars(inmillions) 748,700 7,000,000 2,574,500 988,299
  • 5. 6 SITUATIONAL ANALYSIS Tourism brings in approximately $842 million in revenue to the state each year. It pays for roads, schools, and decreases tax dollars for Utah households. In 2013, tourists, travelers and recreationists contributed $7.8 billion in Utah’s economy. $6.4 billion (85%) of that was out of state spending, meaning it augmented and added outside dollars to Utah’s economy. From 2013 to 2014, tourism-related taxes increased from 8% to 19%. Overall, visitor spending has increased 23% from 2009 to 2013. The non-winter campaign of 2014 resulted in $591 million in incremental spending, which was a 52% increase over the $389 million generated by 2013 marketing efforts. Reputation Utah’s travel and tourism is known for putting emphasis on family/family travel (Utah is a hub for the LDS church, which put a strong emphasis on family and their family groups are typically large.) Being a part of the Rocky Mountain range, the state is known for great landscapes and environments, including state parks and ski resorts. 87% of non-resident and 90% of residents reported being “extremely/ very satisfied” with their Utah travel experience. Because the state is the base of operations for the LDS church, there is also the negative connotation of the state being highly conservative and close-minded. This could be a deterrent for travelers, who may not want to, or be willing to, deal with the traditionalist culture of Utah. Company Trends Since 2005, there has been more and more emphasis placed on the travel and tourism department, with more aggressive advertising campaigns showcasing the national parks and ski resorts. From 2013 to 2014 there was a 52% increase in incremental spending for tourism and according to Jennifer Leaver, a University of Utah David Eccles School of Business research analyst, “Utah may experience a greater influx of Chinese tourists in 2015 due to recently relaxed visa regulations, and a strong U.S. economy coupled with lower gas prices could fuel greater domestic travel to Utah as well.” Insights Utah places such an importance on travel and tourism (i.e. funding), so it can be easily predicted that that sector of their economy will continue to grow. The state knows how to create advertisements that appeal to multiple demographics. A large sector of the job market is tied into travel and tourism, and Utah recognizes by increasing tourism profit it is in turn creating more jobs and higher wages for state citizens. Despite the overall conservative tone of the state, larger cities, such as Salt Lake, have proven to be very culturally diverse, allowing the state to still offer a wide appeal.
  • 6. 7 SITUATIONAL ANALYSIS Product Analysis Features of Utah: • Wasatch front of the Rocky Mountains • Mormon Tabernacle Choir • Well-maintained, clean • 5 world-renowned National Parks • Sundance Film Festival • Olympic Legacy Park • Park City • Urban life of Salt Lake City • Springville Museum of Art • Utah Museum of Fine Art • Twilight Concert Series • Red Rock Festival • Tanger Shopping Outlets • University of Utah and Brigham Young University sporting events Benefits of the features: • Urban life within close proximity of park and ski destinations • Variety of activities to cater to any personality or lifestyle • Comfortable, safe place to travel with children • Availability of diverse shopping, restaurant, and entertainment • Musical and artistic education and participation opportunities Brand Personality: Utah is adventurous because of its access to high energy outdoor adventures, well-rounded because of the variety of activities and experiences offered within the state, adaptable because of its ability to cater to multiple age groups, personalities, lifestyles, budgets, and interests, and spontaneous because of the convenience of having a diverse array of activities near to one another.
  • 7. 8 SITUATIONAL ANALYSIS Consumer Analysis Age: Based on the research and interviews conducted, the consumers who travel to Utah are those who are around the ages of 45 to 64. Out of these people who are interested in traveling to Utah, they are travelling for leisure rather than business or other reasons. Based on this observation, it is safe to conclude that many families travel together to Utah. Income: According to MRI+ data, those who have a household income between $75,000 and $150,000 are more likely to travel to Utah. People who fall into this group are 31-100% more likely to travel to Utah than those who have a lower income. These consumers have a substantial expendable income for travel. Education: Consumers who have earned a college degree or higher are about 50% more likely to travel to Utah compared to those who have not earned a college degree. Those who earn a college degree make more money over their lifetime, thus having more money for potential travel. According to the Los Angeles Times, college graduates earn 84% more in a lifetime than those who did not receive a college degree. This equates to nearly over a million dollars in a lifetime. Geographic: Consumers who live in the Western region of the country, which consists of the states: Arizona, California, Colorado, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Washington, and Wyoming, have a higher likelihood to travel to Utah. Utah is also a stated located in Western United States. These consumers are 121% more likely to travel to Utah than any other consumers. According to the article by The Huffington Post Travel, airfares have increased. The corporate combinations eliminated so much competition that in some markets, airlines can now set their own prices. This takes a toll on tourism because consumers are likely, to instead, drive to destinations that are closer to where they live which explains why the majority of consumers visiting Utah are from the West.
  • 8. 9 SITUATIONAL ANALYSIS Consumer Analysis: Interview Data Based on the interviews conducted with consumers, many people mentioned Utah’s national parks and the outdoors. When asked what the first word was that came to mind when they heard Utah nearly every consumer answered with something that relates to the scenery and outdoor experiences Utah has to offer. When consumers are thinking about visiting Utah one of the main components that motivates them are the national parks and the natural, outdoor setting Utah provides. When visiting Utah and its many national parks, consumers are looking for a peaceful, family-friendly atmosphere. Those people who desire these traits when choosing a destination are people who are adventurous, curious, and also laid back. When asked about what they are looking for in a vacation, specifically, one consumer stated, “I guess the adventure. I just like experiencing new things.” Another consumer stated, “I love to travel just to experience nature.” This means that based on consumer wants, Utah has a strong advantage to meet their wants based on what the state has to offer. On a vacation, most consumers want time to relax and to keep their minds off work. With the breathtaking scenery and camping in the National Parks, consumers are able to have an escape from their busy schedules. Some consumers are more adventurous and want to experience new activities. Utah’s National Parks offers a wide range of activities such as bicycling, hiking, canyoneering, horseback riding, and to go on river trips. All these activities are perfect for thrill-seekers. Not only that, they could experience skiing at Utah’s ski resorts. Utah has the most national parks out of any state in the country and also has world-renowned ski resorts, offering consumers the best of both worlds when it comes to outdoor activity.
  • 9. 10 SITUATIONAL ANALYSIS Competitive Analysis According to the table to the right, the activity that consumers engage most in during vacations are visiting beaches followed by attending specific events. 0 10 15 20 25 Beach National Park Backpacking/ Hiking Specific Event Total Consumers based on Vacational Activities Activites on Vacation TotalnumberofConsumers(inmillions) 30 Skiing
  • 10. 11 SITUATIONAL ANALYSIS Competitive Analysis Utah’s main attractions are the national parks and ski resorts. This is where Utah loses out when it comes to activities because according to the data, only 17% of consumers visits National Parks during vacations. Therefore, states that have beaches, such as California and Florida, would be considered Utah’s competitors because the majority of the consumers would want to travel there to visit the beaches. States that are also famous for their national parks are also considered competition. Colorado’s main attractions are also the parks and ski resorts such as the Rocky Mountain National Park, Pikes Peak in Pike National Forest, and Eldora Mountain Resort. Tourists can enjoy both the beauty of nature and ski. However, since Colorado legalized marijuana, the state could be considered not as family- friendly as Utah. According to Newsweek,“Colorado’s pot culture included increased use among teens, resulting in educational problems in middle schools and high schools, a spike in “edibles”-related emergency room visits, consumption by children and pets resulting in illness and death and regulatory confusion surrounding public consumption and enforcement”. This gives Utah an upper hand of attracting more families as compared to Colorado. Colorado advertises itself through the slogan “Come to Life”, where they encourage consumers to get up and live life and that adventure is out there. It is very generic and is adventure-driven. Their attractions were not highlighted. Their ad campaign would attract more of the younger generations – millennials. Utah also has a stronger advertisement campaign in terms of promoting “The Mighty 5” – their five national parks. Aside from Colorado, Wyoming has the biggest national park in the United States with Yellowstone National Park. This park is a major destination for target audiences of all ages and it is family-friendly. Yellowstone National Park offers a wider range of activities as compared to the national parks in Utah. While Wyoming does has the largest and perhaps most famous national park in the country, Utah also has world-renowned ski resorts, which are better recognized than Wyoming’s ski resorts. In terms of advertising campaigns, Wyoming’s slogan is “Forever West.” They used a more rustic color pallet. In their tourism website, it showcases more of the western feel like horses, canyons, and wide-open spaces. There is no specification on the attractions.
  • 11. 12 SITUATIONAL ANALYSIS Market Analysis Below are graphs detailing six different demographics and populations when referring to travel to Utah/Colorado. All data was collected from MRI+ database. 0 10 20 30 40 18-24 35-44 45-5425-34 Age Age Range Population(inmillions) 50 55-64 65+ 0 20 40 60 80 NoCollege Didnot graduate HighSchool Graduated HighSchool Post- Graduate Education Level of Education Population(inmillions) 10 Atteded College Graduated CollegePlus
  • 12. 13 SITUATIONAL ANALYSIS Market Analysis 0 20 40 60 80 SpanishSpoken InHome Black/ AfricanAmerican Only WhiteOnlyOtherrace/ Multiple Classifications Ethnicity Population(inmillions) 10 Other Asian 12 14 16 18 American Indianor AlaskaNative Black/African American White 0 20 40 60 80 West South North EastMidwest Geographic Location Location in U.S. Population(inmillions) 10
  • 13. 14 SITUATIONAL ANALYSIS Market Analysis 0 20 40 60 80 <20,000 30,000 -39,999 40,000 -49,999 20,000 -29,999 IncomeLevel Dollars Population(inmillions) 100 50,000 -59,999 60,000 -74,999 75,000 -149,999 150,000+ 0 105 110 115 120 Women Men Gender PopulationofConsumers(inmillions) 125
  • 14. 15 SITUATIONAL ANALYSIS Market Analysis Graph Interpretation To the left is a graph compiling the highest index numbers from each demographic category. The index number is the likelihood that the consumer will engage with the product. The numbers listed the graph are all over 100%, meaning there is an above average likelihood these consumers will travel to Utah/Colorado. 0% 50% 100% 150% Gender Income 150,000+ Graduated: CollegePlus Age55-64 HighestIndexNumbers DemograhicInformation West Geographic area Ethnicity: White Likelihoodgroup willengagein travel bypercent (over100%) 1% 1% 7% 35% 47% 100% 41% 51% 121% 5% 10% 22% TravelintheU.S. TraveltoUtah/Colorado
  • 15. 16 SITUATIONAL ANALYSIS Market Analysis Gender There’s no overwhelming data in favor of either gender when it comes to travel. Women are 1% more likely to travel to Utah/Colorado, along with U.S. travel in general. Men are 1% less likely to travel to Utah/Colorado. The same can be said for their U.S. travel habits. Age The age group of 55-64 has the highest likelihood of traveling to Utah/ Colorado, with 35%, followed by the age group of 45-54 at 21%. There is not as much difference with this age group from traveling to Utah/Colorado versus traveling within the whole U.S. Income The household income of $150,000+ is one of the two groups of interest. Consumers with incomes of $150,000+ are far above average in terms of traveling to Utah/Colorado - 100% more likely. Overall, people that make $150,000+ are 47% more likely to engage in travel within the U.S. The other household income that is of interest in this group is $75,000-$149,999. Consumers in that sector are 31% more likely to engage in travel to Utah/ Colorado. The people that make $75,000- $149,999 are 32% more likely to engage in travel within the U.S. This is one of the few groups where the travel within the U.S. is more likely than the travel to Utah/ Colorado. Education The education level of an undergraduate degree plus further schooling is one of the two groups of interest within education. College graduates and further college educated consumers are 51% more likely to travel to Utah/Colorado. There is not much difference between the people who graduated college+ that engage in travel to Utah/Colorado versus the people that graduated college+ who engage in travel within the U.S. The people who graduated college+ are 41% more likely to engage in travel within the U.S. The education level of postgraduate is the other group within education that is of importance. People that are postgraduates are 44% more likely to travel to Utah/Colorado. Postgraduates are also 48% more likely to travel within the U.S.
  • 16. 17 SITUATIONAL ANALYSIS Market Analysis Geographic Area The West U.S. is the highest group of interest when referring to geographical location of consumers. People who live in the West U.S. are 121% more likely to travel to Utah/Colorado. This is quite a difference from the people who live in the West U.S. that travel within the U.S., which is 5% more likely to travel. The West U.S. demographic is the largest by 20% out of all regions of the U.S. Ethnicity The highest group of interest within ethnicity is Caucasian. These consumers are 22% more likely to travel to Utah/ Colorado, and are 10% more likely to travel overall within the United States.
  • 17. 18 SITUATIONAL ANALYSIS SWOT Analysis Strengths: • Success of current “Mighty 5” campaign • Family friendly environment • Diverse activities that appeal to all visitors • Kind reputation of locals • Five national parks and seven national monuments Weaknesses: • Isn’t ‘typical’ vacation destination • Lack of numerous urban cities • Level of conservatism in state could deter a wider range of visitors Opportunities: • Reach a larger population to educate about tourism and travel • Building on the positive momentum of the “Mighty 5” campaign • Renewal of investments in attractions and events • Continued improvements of infrastructure Threats: • Competition from other vacation destinations both surrounding and distant • Rising expense of airfare/ plane tickets • 5.2% decrease in ski visits in 2014 due to poor snow season • Inclement weather prevents visitors from experiencing some seasonal attractions • More consumers on average visit Colorado for skiing/winter sports
  • 18. 19 CREATIVE BRIEF Objectives Advertising/Communication 1. Increase awareness of Utah as a travel destination for winter sports by the end of the 2015-2016 ski season Marketing 1. Increase out-of-state spending by 15% during the 2015-2016 ski season (November 2015- March 2016) 2. Increase ski visits by 8% during the 2015-2016 ski season
  • 19. 20 CREATIVE BRIEF Branded Product: Utah Travel and Tourism Brand Promise: Visiting Utah will provide a diverse and unique winter travel experience Brand Personality: Adventurous, spontaneous, and diverse The Opportunity Is: To shift perceptions of the state’s winter tourism options in the minds of young singles/ young couples with no kids To These People: • Young singles/young couples with no kids (25-35) • Young, active, looking for excitement, enjoys the outdoors, post-grad working professionals (with adequate disposable income) Our Proposition Is: With the forthcoming Winter 2015/2016 campaign, Utah promises a matchless and unforgettable winter travel adventure. And They Will Believe It Because: • “87% of non-resident and 90% of residents reported being “extremely/ very satisfied” with their Utah travel experience.” • Tourism-related tax revenue grew 43% from 2010 to 2014 • From 2013 to 2014 there was a 52% increase in incremental spending for tourism • In 2014, Utah national parks set an all- time record of 7.2 million total visits Positioning Statement for Branded Product: To young professionals age 25- 35, Utah is the brand of potential vacation destinations that will provide a diverse and unique winter travel experience because of our forthcoming Winter 2015/2016 campaign. Our brand personality is adventurous, spontaneous, and diverse. Our positioning is travel destinations/states within the Rocky Mountains.
  • 20. 21 CREATIVE BRIEF Campaign Theme - Utah: Anticipate Greatness Tonality: Bold & Impactful Unifying Ideas: • Landscape shots that depict active images of people participating in winter sports • Feeling/tone: Adventure, Opportunity, Creativity o Consistent use of media, color scheme, images, and tone
  • 21. 22 CAMPAIGN TACTICS Theme: Anticipate Greatness Snapchat: Our target audience is a younger market and Snapchat is popular with this demographic. Execution will include a geotag filter and a live story feed. Our geotag filter would resemble a winter sports theme. Instagram: Sponsored images and videos in user’s’ feed, along with creation and implication of the the hashtag: “#anticipategreatness.” The platform allows user interaction and engagement with our brand along with being able to connect with other consumers and showcases Utah’s attractions and landscape. Twitter: The hashtag, #anticipategreatness, will be used on Twitter, along with purchasing a promoted tweet and regular activity on the Travel Utah Twitter account. Youtube: Run ads over and around relevant content, including banner and sidebar ads, along with pre-roll ads. Allows easy target to consumers who are already interested in winter sports and other related content. Spotify: Creation of a “Winter Sports” playlist, with emphasis on Utah artists (Imagine Dragons, The Killers, Neon Trees, The Used) along with running ads for non- premium users. Spotify is an effective platform because music can be used to excite current and potential visitors. Magazines: Based on the MRI+ quintitle data, Magazines hold some of the highest index numbers compared to other forms of media. Running ads in both Ski and Sierra magazine will broadcast our campaign to an already interested audience. Billboard: According to the MRI+ data, the index numbers in the first two quintiles are higher than average, showing that outdoor advertising is effective for our target audience. Billboards will be placed according to the traffic of certain areas and where our target audience most frequents.
  • 22. 23 CAMPAIGN TACTICS Theme: Anticipate Greatness Internet digital ads: According to MRI+, the websites that our target most frequents (higher than average index numbers) include Weather Underground, Priceline, and Orbtiz. We can target our audience through the use of Internet cookies to identify searches that are relevant to winter travel and sports, along with utilizing display ads. TV: TV allows for the incorporation of sound, therefore we can emphasize our advertising tone: “bold and impactful.” TV allows for powerful visuals and audio, and the ability to effectively and efficiently reach a large audience. TV ads will be run during sporting events and on relevant sporting channels. PR Pitch: Tessa Barton Barton is a lifestyle based out of Salt Lake City. Our pitch to her would be a blog post highlighting her favorite parts of Utah and how living in Utah inspires her music and art. Tessa fits the age of our demographic and can easily relate and create content that young professionals, particularly women, will enjoy. CityPASS CityPASS allows visitors to bundle sight- seeing packages, allowing unlimited access to certain museums, galleries, all- day ski passes, and discounts on shopping and restaurants. It encourages visitors to explore many parts of the area they are in, and if so many attractions are visited, travelers are gifted with Utah branded merchandise. Winter Olympian Endorsements Since the 2002 Winter Olympics were held in Salt Lake City, Utah Travel & Tourism would reach out to such popular names as Shaun White, Apollo Ono, and Kristi Yamaguchi for endorsements to be used in all forms of advertising and social media.
  • 23. 24 NATIONAL MEDIA BUY Media Objective Reach 35% of targeted audience, with a frequency of three times, within a four week period.
  • 24. 25 NATIONAL MEDIA BUY Television Media Projected Percent Down Index Number Television Quintile 1 Television Quintile 2 Television Quintile 3 ESPN TV Show Type: Soccer TV Show Type: Comedy/Variety 816,000 people 1,274,000 people 2,029,000 people 2,791,000 people 484,000 people 352,000 people 9% 14.1% 22.4% 30.8% 5.3% 3.9% 70 112 103 120 96 45 The table to the left showcases how engaged our target audience is with television. Based on the results, television in general is not as popular as compared to other mediums. The television shows that are most popular among our target audience is Fox’s American Dad and ESPN’s Soccer programs. Television allows us to convey our message with not only sound, but also with visual stimulation. The television ad will showcase the beauty of Utah’s national parks, ski resorts and other attractions. Not only that, television also provide high reach because, although the target audience is not as engaged with television, it still manages to reach 4,119,000 people (total quintile.) Hence, we could also attract audiences outside our target audiences. The commercials will be placed either before or after American Dad and ESPN’s soccer programs so that it reaches our target audiences. The overall tone,music and flow of the commercial will connect to our slogan and hashtag.
  • 25. 26 NATIONAL MEDIA BUY Magazine Media Projected Percent Down Index Number Magazine Quintile 1 Magazine Quintile 2 Magazine Quintile 3 Ski Magazine Sierra Magazine United Hemispheres 1,806,000 1,649,000 1,893,000 1,269,000 1,171,000 2,675,000 21.4% 107 98 112 331 331 306 19.6% 22.5% 1.8% 1.6% 3.5% To the left is a table representing the MRI+ data as it relates to the magazine media tactic. Listed first are the five magazines quintiles, along with index numbers, percent down statistics, and the projected population of consumers. Beneath that are the specific publications this campaign will be utilizing, along with the same statistics for the quintiles: index number, percent down, and projected population. As a media outlet, magazines are a reliable option for our demographic of those interested in winter sports and travel. Magazines as a media rank well, with the index number average of the first three quintiles being 106 (rounded up from 105.66.) For the specific publications chosen for this campaign, the index numbers are exponentially high, showing extreme promise in consumer engagement. The magazine publications listed focus on general outdoor sports and adventuring, a demographic of readers we want to target.
  • 26. 27 NATIONAL MEDIA BUY Magazine Media Projected Percent Down Index Number Magazine Quintile 1 Magazine Quintile 2 Magazine Quintile 3 Ski Magazine Sierra Magazine United Hemispheres 1,806,000 1,649,000 1,893,000 1,269,000 1,171,000 2,675,000 21.4% 107 98 112 331 331 306 19.6% 22.5% 1.8% 1.6% 3.5% Magazines allow the use of image to evoke feeling and connection to a brand. They combine information and emotion into an attractive and visually stimulating experience. This campaign focuses heavily on image and inspiring a feeling of anticipation within the viewer. Glossy images of snow-capped mountains and trail-blazing visitors allow a visual representation of what the viewer could be experiencing, what the viewer is missing out on. It is this “seductive” quality of magazines that make them a valuable media tactic. They show an idealized world and inspire a sense of wanting and aspiration. The power of magazine images, combined with the MRI+ data showing their market potential, makes them an invaluable part of Utah’s 2015/2016 winter campaign.
  • 27. 28 G R E A T T H I N G S A R E D ONE W H E N P E O P L E & MOUNTAINS M E E T Example of magazine ad
  • 28. 29 NATIONAL MEDIA BUY Outdoors Media Projected Percent Down Index Number Outdoors Quintile 1 Outdoors Quintile 1 Outdoors Quintile 1 2,590,000 30.7 107 92 154 21.5 18.4 1,812,000 1,554,000 The MRI data above shows that outdoor advertising is heavily effective with states being visited. Among the five forms of media in the campaign, outdoor advertising ranked second regarding how effective the advertising can be. The website Clear Channel Outdoor displayed several forms of outdoor advertising that is most effective in today’s era. Outdoor advertising will include billboards, bus wraps, bench advertising, wallscapes, airport banners, transit shelters and city passes. The advertisements will all be similar in that they will have pictures of winter landscapes, inspiring messages as well as show the hashtag “#AnticipateGreatness”. Billboards generate the highest amount of impressions per advertisement, therefore it will be the primary form of outdoor advertising. Outdoor advertising will also be utilized within sporting arenas in each of the five cities chosen. The target audience is likely to be found watching sports in these cities and appreciates use of latest technology. Advertisements will flash on the “jumbotron.” These advertisements will be digital stills and or short clips showing the similar advertisements within our campaign. This means the videos will be impactful, the stills will be of landscapes and the hashtag will be placed at the end of every advertisement. According to MRI data, those who are interested in traveling as well as winter sports are most interested in baseball, hockey, and football. Therefore, advertisements will be placed in arenas that host these events. Advertising locations will be in Salt Lake City, Phoenix, Denver, Reno and Chicago. The locations were chosen to advertise according to proximity to Utah, figuring the population of the cities, demographics within the cities through PRIZM. There are
  • 29. 30 NATIONAL MEDIA BUY Outdoors Media Projected Percent Down Index Number Outdoors Quintile 1 Outdoors Quintile 1 Outdoors Quintile 1 2,590,000 30.7 107 92 154 21.5 18.4 1,812,000 1,554,000 specific zip code areas that were found by using PRIZM that would be most effective according to the demographics of the areas (age, income, consumer spending.) The specific zip codes chosen were due to the highest consumer spending in the city, the average age range of the residents were between 25-35 years old single or recently married with no children and their income was moderate or slightly above moderate.
  • 31. 32 NATIONAL MEDIA BUY Internet Media Projected Percent Down Index Number Internet Quintle 1 Internet Quintle 2 Internet Quintile 3 Weather Underground Priceline Huffington Post 1,961,000 1,543,000 2,035,000 8,405,000 12,743,000 21,096,000 23.2% 116 91 121 212 184 172 18.3% 24.1% 7.5% 9.9% 15.3% The first three sets of data represent the MRI+ data as it relates to the internet media tactic. Because our campaign focused on only the first three quintiles, the projected population, percent down statistics, and index numbers of the consumers were analyzed for these quintiles and an allotted budget for this media was dispersed accordingly. The three sets of data illustrate websites with the top three highest index numbers that targeted displays will be ran on. Internet and online advertising can deliver effective branding as well as product information and has multi-screen viewing (mobile/computer). Multi-screen viewing allows consumers to view our ads at their fingertips while browsing the web. Internet is an essential media to utilize based on its averaged index numbers of each quintile (101). Because we are focusing on a younger, more athletic demographic with a tailored focus on winter athletics, it would be ideal to focus on the ESPN website.
  • 32. 33 NATIONAL MEDIA BUY Internet Media Projected Percent Down Index Number Internet Quintle 1 Internet Quintle 2 Internet Quintile 3 Weather Underground Priceline Huffington Post 1,961,000 1,543,000 2,035,000 8,405,000 12,743,000 21,096,000 23.2% 116 91 121 212 184 172 18.3% 24.1% 7.5% 9.9% 15.3% That is where the majority of the internet media budget is going, comprising nearly 51% of internet’s allotted budget. It is also, without a doubt, the most expensive advertising outlet, however, there are over 2,423,333 unique visitors each day to the ESPN site. This gives our campaign the ability to reach a high frequency of a specific audience. Points of entry roadblocks are also an effective use of budget because it requires the audience to manually click out of the ad before continuing on a website, which attracts attention to the ad. Points of entry roadblocks comprise over 46% of the budget for internet advertising.
  • 33. 34 NATIONAL MEDIA BUY Internet Media Projected Percent Down Index Number Internet Quintle 1 Internet Quintle 2 Internet Quintile 3 Weather Underground Priceline Huffington Post 1,961,000 1,543,000 2,035,000 8,405,000 12,743,000 21,096,000 23.2% 116 91 121 212 184 172 18.3% 24.1% 7.5% 9.9% 15.3% The remaining 3% of the budget was used for targeted displays and Google ads. Google ads are an effective use of budget because targeted words may be chosen by the advertiser that a consumer might research and advertisements would display accordingly. Target words for Utah’s winter campaign may include: Utah, travel, ski, snowboard, vacation, hiking, scenic road trips, Colorado, cheap vacations, romantic getaways, weekend trips, and family trips.
  • 35. 36 NATIONAL MEDIA BUY Social Media Social media is an exciting and innovative platform, which allows all advertisers and marketers to communicate with their audiences. It allows the marketer to target very specific audiences, engage with their audiences on a higher level and also allows consumers to engage with one another. This is particularly important in regards to tourism. Ultimately people will look to fellow travelers for information that they feel is unbiased and from real people as opposed to someone who benefits economically from increased tourism and is just trying to sell them on something. One major trend in recent years is how the increased use of internet and social media has reshaped the way information related to tourism is distributed among consumers on various platforms. As an advertiser it is vital to be present on these platforms and engage with your consumers as well as make it apparent to them the great things a brand, such as Utah, has to offer by pushing out advertisements to them. Facebook has exceeded 1.19 billion monthly active users. Twitter has surpassed 560 million active users. It would not be wise to neglect the opportunities this provides in advertising Utah on these platforms. A study done by Xiang and Gretzel concluded that one in every ten Google search related to tourism included a reference to social media. This shows how large of an impact social media can have on tourism and how it stretches across different mediums. It is absolutely crucial for tourism to have an impact on social media. Not only for its direct effects on advertising to users of social media, but ultimately social media impacts how users use other information sources as this study concludes. There has been $5,417,500.00 allocated to social media for a four week social media campaign. Travel Utah is capitalizing on the use of social media and the power it holds within consumers and using it to reach excessive amounts of viewers. The use of trending hashtags and sponsored tweets on Twitter, hashtags on Instagram, ads on Facebook, as well as a 24 hour live Snapchat story will all be used to reach a desired audience and engage with consumers.
  • 36. 37 visitutah 1,489 likes Come get your ski on with the greatest snow on earth. Your destination awaits. Think Utah; think YOU. #anticipategreatness Example of promoted tweet and Visit Utah’s Instagram feed
  • 37. 38 NATIONAL MEDIA BUY Media Tactics Summary 27.30% 21.30% 18.40% 14.80% 18.20% Utah Media Budget Social Media Outdoors Internet Magazines T.V. The Utah 2015/2016 Winter Campaign will feature an over arching aesthetic, with consistent imagery, music, typography, color scheme, and tone. Below are listed each form of media that will be used in the campaign, and how that media will interact with the campaign components. Television: The commercial will incorporate all other mediums by showcasing Utah’s travel website and ways to utilize the hashtag, #anticipategreatness, on Instagram, Facebook, and Twitter. Internet: The hashtag, #anticipategreatness, will appear within each ad and when clicked on, will link to the trending tweets. The images within the online ads will be the same as the images featured on billboards, magazine articles, television advertisements, and social media posts/ads.
  • 38. 39 NATIONAL MEDIA BUY Media Tactics Summary Magazines: Each magazine ad will include the hashtag, #anticipategreatness, and an invitation to follow and engage with the Travel Utah Twitter and Facebook page and Instagram account. The URL to Utah’s Travel and Tourism website will also be present. Outdoor Advertising: Outdoor Advertising will synchronize with all other media advertising within the campaign by displaying pictures and colors that represent the tone of the campaign, using the same font on the advertisements and always displaying the hashtag #anticipategreatness. Social Media: The trending Twitter hashtag, #anticipategreatness, will be used on Twitter in general as well as on the Travel Utah promoted tweet to connect all conversation about Utah amongst the consumers. This hashtag will also be used on Instagram as well to unify and bring together all content on the platform that is being shared about Utah. Snapchat will also be used to run a 24 hour live Snapchat story showcasing videos and images sent by users in Utah via a geotag. All platforms, Facebook, Instagram, and Snapchat will include content portraying the impactful tone related directly to winter sports happening in Utah. With the combination of paid and owned media, the overall outcome would be to unify both and gain earned media.
  • 39. 40 NATIONAL MEDIA BUY Individual Media Breakdown Budget Grand Total: $14,869,384.00 Television Soccer on ESPN American Dad (FOX) Magazines Ski Cover 2 Ski Cover 3 Sierra Cover 2 Sierra Cover 3 United Hemipheres Half Page Color
  • 40. 41 NATIONAL MEDIA BUY Individual Media Breakdown Budget Grand Total: $14,869,384.00 Internet ESPN Homepage Run of Site Display Points of Entry Roadblock All Points of Entry Roadblock Target Display Google Ad Social Media Trending Twitter Hashtag Instagram Ad Facebook Ad Twitter Promoted Tweet Snapchat Story
  • 41. 42 NATIONAL MEDIA BUY Individual Media Breakdown Budget Grand Total: $14,869,384.00 Outdoor Arena Bench Buswrapping Transit Shelter Wallscapes Airport Banner Billboard
  • 42. 43 CAMPAIGN EVALUATION 1. Amount of out of state spending to Utah 2. Amount of visits booked at Utah winter resorts 3. Total number of followers on social media 4. Track frequency of hashtag use 5. Analyze demographic information of visitors in relation to target audience To increase awareness, out of state spending, and ski visits to Utah among young singles and couples ages 25-35, the campaign will utilize social media and a variety of advertising outlets including T.V., magazines, Internet, and outdoor platforms. Total out of state spending will be measured at the end of the campaign as well as quarterly to look at benchmark data, while all social media outlets and demographic engagement will be measured intermittently through the use of analytics quarterly.
  • 43. 44 WORKS CITED Bus Wraps: Commonly Asked Questions about them. (2012, January 18). Retrieved December 7, 2015, from http://www. busbank.com/bus-wraps-commonly-asked-questions-about- them/ Click for a Zip Code Boundary Map. (n.d.). Retrieved December 7, 2015, from http://www.zipmap.net/ Colorado Tourism Work - Karsh Hagan - Denver Advertising Agency. (n.d.). Retrieved October 5, 2015. ENTER. (n.d.). Retrieved December 7, 2015, from http://www. claritas.com/MyBestSegments/Default.jsp?ID=20 Haun, M. (2015, June 6). The Unexpected Side Effects of Legalizing Weed. Retrieved October 30, 2015. Hsu, T. (2011, August 5). College graduates earn 84% more than high school grads, study says. Retrieved October 29, 2015. Leaver, J. (2015, October 13). 2015 Utah Tourism Conference Attracts Record Attendance | Kem C. Gardner Policy Institute. Retrieved October 29, 2015. Outdoor Advertising. (n.d.). Retrieved December 7, 2015, from http://www.entrepreneur.com/encyclopedia/outdoor-advertising Reporter, M. (Ed.). (2014, April 1). MRI Reporter. Retrieved September 20, 2015, from http://ureporter.mriplusonline.com/ selectdemo.asp Roam Free. Wyoming Tourism. (n.d.). Retrieved October 5, 2015. Roy, K. (2012, July 17). Tourism growth in Utah brings success to the state, satisfaction to the sojourner. Retrieved October 4, 2015. Standard General Rates. 1st ed. Canoga Park, CA: California Bench Advertising, 2015. Web. 7 Dec. 2015. Utah Economic and Business Review: 2014, Volume 74, Number 4. (2014). Retrieved October 4, 2015. Utah Office of Tourism Research Links. (n.d.). Retrieved October 4, 2015. Utah tourism going strong according to a new tourism industry report by BEBR. (2014). Retrieved October 4, 2015. Xiang, Zheng, and Ulrike Gretzel. “Role of social media in online travel information search.” Tourism management 31.2 (2010): 179-188.
  • 44. 45