Tourism Marketing Performance Fund Advertising Efforts

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Tourism Marketing Performance Fund Advertising
Efforts

• Stay Ski in 2003 Celebration
• Goal Increase travel to Utah by enticing
  visitors with a complimentary ski pass when
  they purchase four or more nights lodging during
  Winter 2002/2003
• Timing October 2002 through April 1, 2003
• Key Markets Los Angeles
• San Francisco
• New York
• Dallas
• Chicago
• Boston
• Atlanta
• Florida
• Budget 437,500

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Tourism Marketing Performance Fund Advertising
Efforts

• Media Tactics
• Ski Vertical Magazines
• Budget 25,000
• Internet
• Budget 50,000
• Targeted Direct Mail
• Budget 362,500

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Tourism Marketing Performance Fund Advertising
Efforts

• Ski Vertical Magazines
• Ski
• November 2002
• Ski Utah Section
• Skiing
• October 2002
• Ski Utah Section
• Skier News
• 4 Issues

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Tourism Marketing Performance Fund Advertising
Efforts

• Internet
• AMI Group
• Sites OnTheSnow.com
• MountainReports.com
• Provide the ski content for various other sites
  including
• Yahoo, CNN, USA Today, Dow Jones, Knight Ridder,
  Clear Channel Communications, ATT Bell South,
  Cox Interactive Media, CBS.com, ABC and NBC
• Timing October 2002 April 2003

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Tourism Marketing Performance Fund Advertising
Efforts

• Internet
• AMI Group Elements
• Element 1 Microsite integrated in to
  OnTheSnow.com
• Element 2 E-Mail Newsletter
• Element 3 Integrated Button Callouts

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Tourism Marketing Performance Fund Advertising
Efforts

• Internet
• AMI Group Elements Continued
• Element 4 Integrated Banner Callouts
• Element 5 Targeted Text Links
• Total AMI Impressions 7,015,000

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Tourism Marketing Performance Fund Advertising
Efforts

• Direct Mail
• Estimated Audience 900,000 Distribution
• Timing To Drop First Week of November 2002

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Utah Travel Council Branding Campaign

• Media Tactics
• National Magazine
• Spot Market Metro Traffic Radio
• Spot Market TV
• Timing
• September December 2002

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Utah Travel Council Branding Campaign
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Utah Travel Council Branding Campaign
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Utah Travel Council Branding Campaign
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Utah Travel Council Branding Campaign

• Magazine Placement
• Conde Nast Traveler
• 4-page section with New Balance
• September 2002
• Arthur Frommers Budget Travel
• 2-Page Spread Inside Front Cover
• October 2002
• American Heritage
• Full Page
• October 2002
• Full Page of Editorial
• Outside
• Full Page
• October 2002

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Utah Travel Council Branding Campaign

• Magazine Placement Continued
• Travel Holiday
• 2-Page Spread Back Inside Cover
• October 2002
• MNI Network
• Newsweek, Sports Illustrated, Time, U.S. News and
  World Report
• Full Page
• Dallas, Los Angeles, San Francisco, San Diego,
  Las Vegas Markets
• October 7, 2002
• Gourmet
• 4-Page Spread
• November 2002
• New Yorker Magazine
• 4-page spread with MasterCard
• November 11, 2002

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Utah Travel Council Branding Campaign

• Spot Market Metro Traffic
• Markets Dallas
• Los Angeles
• Timing 3 weeks
• October November 2002
• Reach Frequency
• 200 spots per week
• 63.2 Reach
• 3.2X Frequency

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Utah Travel Council Branding Campaign

• Spot Market Television
• Markets Dallas
• Los Angeles
• Timing 3 weeks
• November December 2002
• Reach Frequency
• 300 TRPs per week
• 65 Reach
• 9.2X Frequency
• Creative Executions
• Welcome Revised 30
• Seasons 30

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Utah Travel Council Current Projects

• Videos
• Trade Mission Video
• Tourism Message/Governors Message
• Olympic Memories
• Technology
• Educated Workforce
• Cultural/Heritage
• Agriculture
• Olympic Series Video
• Leveraging of the Games
• Legislative Funds
• 7 TV spots
• Print Campaigns

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