Finger Lakes Wine Country 2002 Benchmark Study

1
Montana 2004 Tourism Advertising Evaluation
Prepared by Longwoods International March 21, 2005
2
Longwoods International

• Founded 1978
• Tourism Focus 1985
• 9000 interviews changing Canadas image
• Today Travel USA
• surveys 200,000 American households annually
• Employed by States, CVBs, industry association,
  hotels, cruise lines, to assist in the planning
  of their tourism marketing efforts.

3
Longwoods International

• Client base throughout North America
• Research programs conducted in U.S., Canada,
  U.K., Japan, Mexico, Germany, Argentina, Brazil,
  and Colombia
• We specialize in integrated research programs
• Visitor tracking and profiling
• Image and branding
• Accountability/communication effectiveness -
  Longwoods R.O.EYE

4
Longwoods International

• In 1990, Longwoods pioneered the development of
  its award-winning Accountability Model Longwoods
  R.O.EYE
• Conservative and credible measures of the return
  on investment in marketing programs
• We have measured the effectiveness of tourism
  campaigns in the U.S., Canada, England and Japan
• The Model has been honored for best practices by
  the International Travel Tourism Research
  Association, and by Georgia Tech in a study
  funded by the U.S. Department of Commerce.

5
Research Objectives

• Examine Montanas Image as a Travel Destination
• strengths and weaknesses
• Image vs. competitors
• Identify what is important to the traveler in
  choosing Montana
• what are the messages that the advertising needs
  to convey
• Evaluate the 2003-04 Tourism Advertising
  campaign
• Awareness, image impacts, bottom line impacts
• Visits, visitor spending, taxes, ROI

6
Longwoods Approach

• Mail Panel
• Efficient
• Ability to identify individuals
• Provides representative samples accurate
  results
• Detailed 8 page questionnaire
• Image
• Competitors image
• Advertising recall
• History of Montana visitation

7
Methodology

• Survey mailed in October and November of 2004 to
  2,300 households
• 1,000 distributed regionally
• Montana and contiguous States (Washington, Idaho,
  Wyoming, N. S. Dakota)
• source-of-business states (Colorado, Minnesota,
  Oregon, Utah)
• 1,300 distributed nationally
• (excluding Alaska, Hawaii and Puerto Rico)
• 1,275 surveys returned, (55)

8
The Advertising
9
Montanas Image
10
Travel Motivators
11
Travel Motivators Getting on the Destination
Wish List
Base Total Respondents
12
Hot Buttons

• Must-see destination
• A fun place for a vacation
• Good for couples
• Good for adults
• Good place for families
• Unique vacation experience
• An exciting place
• Children would enjoy
• A real adventure
• Lots of things to see and do

13
Montanas Image as a Travel Destination
14
Montanas Image
15
Montanas Image vs. Competitors
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
16
Montanas Image Exciting
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
17
Montanas Image Adult Atmosphere
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
18
Montanas Image Family Destination
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
19
Montanas Image Popular
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
20
Montanas Image Worry Free
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
21
Montanas Image Unique
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
22
Montanas Image Unique (Contd)
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
23
Montanas Image Sightseeing
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
24
Montanas Image Sightseeing (Contd)
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
25
Montanas Image Sightseeing (Contd)
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
26
Montanas Image Luxurious
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
27
Montanas Image Entertainment
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
28
Montanas Image Climate
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
29
Montanas Image Sports Recreation
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
30
Montanas Image Sports Recreation (Contd)
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
31
Montanas Image Affordable
Includes Colorado, Wyoming, Utah, Washington
State, Oregon, and Arizona
32
Image Strengths vs. Competitors
33
Image Strengths vs. Competitors - Hot Buttons
34
Product Delivery
35
Montanas Product Delivery
Base Total Respondents
Visited in the Past 2 Years
36
Product Strengths
Base Total Respondents
Note Bolded items are attributes that are some
of the most important image hot buttons for
travelers
37
Product Strengths Hot Buttons
Base Total Respondents
Note Bolded items are attributes that are some
of the most important image hot buttons for
travelers
38
Short of SalesAdvertising Impacts
39
Advertising Recall
40
Recall of Montanas2003-04 Advertising
Base Total Travelers
Regional
National
Aware (42)
Aware (25)
Unaware (75)
Unaware (58)
Recalled seeing at least one ad from the winter
or warm weather campaigns.
41
Recall of Montanas 2003-04 Advertising
Total Travelers Aware of Advertising 46.2
Million
National 39.3 million (85)
Regional 6.9 million (15)
Recalled seeing at least one ad from the winter
or warm weather campaigns.
42
Top of Mind
43
Impact of Montanas Advertising on Top-of-Mind
Awareness
Spontaneous mentions of Montana among
destinations would enjoy visiting Saw at
least one ad
44
Advertising Impact on Montanas Image
45
Impact of Advertising on Montanas Image
Base Total Sample
Saw at least one ad
46
Attributes for Which the Campaign Had the
Greatest Impact
Note Bolded items are attributes that are some
of the most important image hot buttons for
travelers
47
Attributes for Which the Campaign Had the
Greatest Impact (Contd)
Note Bolded items are attributes that are some
of the most important image hot buttons for
travelers
48
Short Term Bottom-LineAdvertising Impacts
49
Trips To Montana Due To Advertising- By Length
of Stay
Total Trips 463,000
Overnight Trips 314,000
Day Trips 149,000
50
Campaign Efficiency
51
Incremental Spending In MontanaDue to Advertising

• Day Overnight Total
• Total Visitors 149,000 314,000 463,000
• Visitor Spending/Trip 49.45 193.83
• Total Spending 7,348,000 60,964,000
  68,312,000

Estimates are based on Univ. of Montana ITRR
2003 Non-Resident Seasonal Travel Comparisons
data.
52
The Bottom Line Short Term

• Spending Due to Advertising 68.3 Million
• State and Local Taxes 4.9 Million
• Advertising Cost 1.4 Million
• Return on Advertising Investment 3.5 1

Estimate based on Univ. of Montana ITRR 2003
Non-Resident Seasonal Travel Comparisons data.
53
Carry Over Impacts
54
Intended Overnight Trips to Montana Due to
Advertising
Excludes those who visited in the prior year.
55
Montana 2004 Tourism Advertising Evaluation
Prepared by Longwoods International March 21, 2005