Presented at the Colorado Tourism Conference in Breckenridge, CO 9/18/2016.

1. Mapping The Traveler’s Journey
from Inspiration to Visitation.
Leveraging CTO’s Success.

2. Colorado has an incredibly successful Ad campaign.
Learn how to leverage CTO’s success.
Hear Case Studies & Best Practices from industry leaders.

3. 3
1 What is the MTN?
2 Industry Partners
3 Why Join?
4 How to use the MTN
Overview

4. Cathy had a challenge. Competitors are spending
more and CTO’s budget is capped.
She asked us:
‘How can I use data to better
understand the Traveler and
market more effectively?’
4
The Challenge

5. 5
The Challenge

6. 6
The Challenge

7. 7
The Challenge

8. 8
The Challenge

9. 9
The Answer
1 Capture traveler activity across the industry to
understand travel behavior, then use that to drive
your advertising and marketing.
2 Identify high-value travelers and target them.

10. 10
The Plan
December 2015 - June 2016
In Development
● Partners: Google, CPG, Predictive Analytics
May 2016 - August 2016
Pilot Program
September 2016
Open to the industry

11. So, we captured the Traveler’s Journey in order to:
● Understand how people travel
● Understand CTO’s role in getting Travelers to
industry partners
● Allow industry partners to participate and collaborate
in the Traveler’s Journey **
11
We Built The MTN

12. 12
A Traveler’s Journey
Source: The MTN

13. Some stats from the Pilot Group
13
How Big Is The MTN?
● 1,900,000 People since inception
● 6,500,000 Views (pages, video, etc.)
● Adding 40,000 People a day
● 40 Members
– 16 DMOs
– 21 Attractions
– 3 Resorts

14. Some stats from The MTN
14
What We Capture
● Geographic Location (Longitude/Latitude)
● Ads they clicked
● Interests
● Sites They Visit
● Content Viewed
● Conversion (if goal pages are in The MTN)

15. 15
Who Is In The MTN?
203 Countries, US is 95% of them
Source: The MTN

16. 16
Who Is In The MTN?
From most major markets
Source: The MTN

17. 17
Who Is In The MTN?
And over their lifetime as they travel to CO
Source: The MTN

18. 18
Things are different now.
Here’s why...

19. 19
Reason #1
Rich, useful data now replaces
anonymous user data.

20. The People in the MTN are Travelers
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Who Are These People?
● Their Geographics, Demographics
and Lifestyle
● Their Behavior - What they do
● The Context - What Ad captured
them

21. 21
Reason #2
Capturing cross-domain
activity allows Upstream &
Downstream Vision.

22. ● Indirect traffic is when a Person
goes to the Industry Partner first,
then comes to your website.
● For one member, we found
Indirect traffic from Colorado.com
that was 1,000% (10x) more than
direct traffic
22
CTO
DMO DMO
YOU
Indirects in The MTN

23. 23
A Traveler’s Journey
Source: The MTN

24. 24
Reason #3
It allows new and meaningful
collaborations

25. When Cathy saw what she had, she opened it up.
‘I want everyone to use this!’
25
The Challenge

26. 26
Your Turn
Level 1 - Join
Level 2 - Take Action

27. 27
Level 1 - Join
● A Destination, Attraction, Event or Lodging Property
installs a script on their website(s)
● These members help CTO understand the Traveler’s
Journey. They help CTO see how their marketing efforts
end up in industry partners.
● It’s Free.

28. 28
Level 2 - Take Action
Your segment of the MTN data contains the people you’ve
contributed.
You just saw examples.

29. 29
Katy Schneider, CTA
Director of Marketing | Visit Fort Collins

30. 30
Targeting Craft Brew
Fort Collins, Colorado
Colorado’s Craft Beer Capital

31. 31
● Created initiative for this industry niche.
● Included a Tasting Journal
● Paid Social
● Creating Co Ops with local breweries to help target Foodies
● Leverage $$
Targeting Craft Brew
UNIFY AMPLIFY
MEASURE

32. 32
● Created initiative for this
industry niche.
● Included a Tasting Journal
● Creating Co Ops with local
breweries to help target
Foodies
Targeting Craft Brew

33. 33
PK Knickerbocker
Executive Director | Pikes Peak Country Attractions

34. 34
Pikes Peak Country Attractions
● 24 Attractions
● Jointly publish the Visitor Guide with
Visit COS
Target Audience
● Mothers considering vacations in CO,
Pikes Peak region or Colorado Springs
● DINKs year ‘round
● Drive Markets
Targeting Families

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Pikes Peak Country Attractions
● 16 Attractions in The MTN
● 220% - 423% indirect downstream
traffic
Targeting Families

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● 400% More Downstream from
PPCA
● Targeted Campaign uses only ⅔
of budget,
Targeting Families

37. 37
Developed initiative to integrate with
the industry partners.
16 are participating.
Targeted campaigns to send those
downstream.
Targeting Families

38. 38
Andy Neinas
Owner | Echo Canyon River Expeditions

39. 39
● Largest Rafting Company on the
Arkansas River
● Family Owned
● Up 112% over 2015
Echo Canyon

40. 40
● Participated in PK’s initiative
● Targeting families
● 220% of the paid ads were already in The MTN
● PPCA sending the Target anonymously
Echo Canyon

41. 41
Targeting the Pikes Peak Country Attractions saved ⅓
of Ad Budget.
Conversion Rate up 116%
This campaign is 175% more efficient
Echo Canyon

42. 42
Some Ideas
Use The Guide
Take CTO’s Lead

43. 43
Meet Beatrice
Let’s follow Beatrice through her
journey for Craft Beer.
We’ll learn how the MTN makes
it better for her, the DMO, the
Brewery and the Hotel.

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The Target
Marketers define their high-value target audience. If
you’ve got wonderful Craft Beer, Beatrice is your target.
That might mean Co-Op dollars.

45. 45
Ad Target Beatrice
Targeted ads show Beatrice Colorado’s Craft Beer
tours. She clicks. She’s in the MTN.

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A Warm Conversation
Beatrice comes to the DMO website. It shows her the
free Journal and a 3-day Craft Beer package. She goes
to the hotel website and sees the package.

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Optimize
CTO knows the Craft Beer went deep into the MTN.
They buy more ads for Beatrice. It closes the loop and
tells CTO & the DMO ‘more Beatrice!’

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What Beatrice Gets
● A great experience,
more convenient travel
planning
● A DMO website that
shows Craft Beer videos
and suggestions for
finding Craft Beer
● A Journal when she
shows up in the
destination with her
name on it
● A personal connection
with the brands

49. 49
What the DMO Gets
● Leverage CTO’s power
and scale
● Vision Downstream
● Personalization
● Insights into their
contribution downstream

50. 50
What the Business Gets
50
● Vision Upstream
● People, not Data
● Personalization
● Ad Targeted
Old Way The MTN

51. Please Join Level 1
Help CTO bring you Travelers
Put this script on your website in the <head> section:
<script src="//d3c3cq33003psk.cloudfront.net/opentag-160716-
pollinator.js" async defer></script>

52. Thank You!
Stop by our table and sign up
internethoney.com/themtn