20062007 Marketing Campaign

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2006-2007 Marketing Campaign

• Presented
• July-August 2006
• Commissioner Susan Whitaker
• Tennessee Dept. of Tourist Development

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Overall Objective
• Increase visitation to Tennessee.
• Marketing Objective
• Increase consideration of Tennessee as a vacation
  destination.
• Media Objectives
• Continue to build awareness in focus market
• Provide media cover for Tennessee attractions
• Increase website hits, 800 calls and vacation
  guide requests
• Use niche targets to raise awareness of
  Tennessees attributes

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Target Audience
• Women, 25-54 who are considering vacation
  destinations
• Women tend to initiate vacation planning
• Secondary market will be female Baby Boomers
• Choose markets within an easy-driving distance
• Timing
• Support peak vacation planning sessions
• Budget
• 5.55MM for media only
• Market Selection
• Market selections are based on those within
  easy-driving distance (within 250 miles), as well
  as past results and industry feedback.

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Increased Visitation
• In 2005, direct domestic and international travel
  spending reached more than 12.4 billion, an
  increase of 8.3 from 2004.
• All 95 counties had an increase in tourism
  expenditures.
• Payroll generated by direct travel spending grew
  4.2 percent to 4.9 billion
• Travel-related employment rose to 177,700 up from
  175,000 in 2004.
• Preliminary tax revenues reported for federal,
  state and local are 2.7 billion, an 5.4
  increase over 2004.
• Budget Achievements
• In 2005-2006, the Tennessee Department of Tourist
  Development received a 4.5 million appropriation
  by the Tennessee General Assembly for the states
  branding campaign. This year, we were able to
  secure the 4.5 million to be used for our media
  efforts, as well as obtain an additional 250,000
  that will be dedicated support towards niche
  efforts.

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Education Initiatives
• Initiatives purpose is to strengthen the tourism
  industry in Tennessee by developing industry
  partners to cooperate with education, economic
  and community development and to provide career
  paths for students beginning at the junior-high
  level and continuing through the college level.
  Awareness of this initiative will be communicated
  through vehicles such as videos, magazines,
  personal appearances, speakers bureau, job
  shadowing and conferences. As well, students
  will be informed of the career opportunities
  through various activities such as workshops,
  seminars, certificate programs, internships, and
  sponsored scholarships.
• Industry Feedback
• In March 2006, a listening tour was done by the
  Tennessee Department of Tourist Developments
  marketing representatives, in conjunction with
  CVB and tourism association partners. The tour
  consisted of small councils for marketing and
  sales formed by CVB and area tourism partners,
  and the 2005-2006 Marketing Plan was reviewed and
  new intitiatives were discussed for 2006-2007.
  The 2006-2007 Marketing Plan reflects those
  discussions and we appreciate the partners
  contribution to a strong plan for 2006-2007.
  Areas attended included Chattanooga,
  Gatlinburg, Pigeon Forge, Sevierville, Nashville,
  Knoxville/Oak Ridge, Memphis, Jackson, Tennessee
  Overhill area, Bristol, Kingsport and Johnson
  City.

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Co-Op Opportunities
• Tennessee Department of Tourist Development is
  offering more co-op advertising opportunities to
  partners in 2007 than in past years
• This year there are 36 print insertion
  opportunities for partners compared to 9 in 2006
• Internet co-ops will be available on 13 sites for
  the first time
• TV co-ops will also be available through TDTDs
  pay per inquiry program
• Lead generation co-op opportunities through
  online partnership with eBrains
• Niche Markets
• The following niche markets will have dedicated
  media
• Music
• Outdoor Activities
• Fishing/Hunting
• RVing
• Historical/Heritage/Culture
• Group Travel
• Golf

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2006-2007 Marketing PlanTennessee Tourism
Strengthen The Brand

• Feeder Markets
• The following feeder markets will have dedicated
  television and internet media
• Atlanta
• Birmingham
• Cincinnati
• Greenville-Spartanburg-Asheville
• Huntsville
• Indianapolis
• Lexington
• Little Rock
• Louisville
• Paducah
• St. Louis

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2006-2007 Marketing PlanTennessee Tourism
Media Usage

• Media Plan focuses primarily on television and
  secondarily on internet and print magazine.
  Newspaper (FSIs) and radio will be minor elements
  of this years plan.
• Television
• W25-54 and Baby Boomers are both medium-light TV
  users but still watch 8-17 hours of TV each week
• Cable networks they often watch include ABC
  Family, GAC, CNN, Discovery, Fox News, HGTV,
  Lifetime, TBS, TLC, TNT, USA and The Weather
  Channel.

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2006-2007 Marketing PlanTennessee Tourism
Television

• TV is key for FY2007 to gain exposure and
  generate excitement using the 30 creative (TN
  Road Trip Dolly/Elvis).
• TV has proven to sharply increase inquiries
  during on air flights
• Provides mass coverage of the target
• Select programming effectively reaches the target
  while being efficient
• Recommended schedule supports key vacation
  planning time periods

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2006-2007 Marketing PlanTennessee Tourism
Television

• Detail of recommended schedule
• Spot TV
• September and October support in 8 Middle/East
  Tennessee feeder markets to support fall foliage.
• 900 TRPs 88 reach/10.2 frequency
• Lead the peak summer season with schedules in the
  11 feeder markets from March-June
• 1,200 TRPs 91 reach/12.9x frequency
• National Cable
• With the variety of cable stations, target
  audiences can be reached with little waste.
• Targeted sponsorships, such as Bill Dance
  sponsorship on Outdoor Life Network and Ken
  Freemans Big Cat Quest sponsorship on the
  Sportsman Channel, will use targeted creative for
  that audience.
• Per Inquiry TV is recommended to gain national
  exposure cost-efficient.
• Some of the networks include Discovery Channel,
  Food Network, Soap Net, Travel Channel and The
  Weather Channel.
• DMOs have the opportunity to co-op with TDTD with
  Per Inquiry TV.
• Sponsorship with GAC (Great American Country) is
  planned, that, in addition to 30 spots, will
  integrate Tennessee into meaningful content
  opportunities as well as online exposure.

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2006-2007 Marketing PlanTennessee Tourism
Television

• GAC Sponsorship
• Main Street Sponsorship
• Sponsoring GACs show, Main Street for 10 weeks
  
• Ten different Tennessee cities will be featured
• GAC will create video clips featuring the
  Tennessee city and its history and factoids
• Tennessee receives
• Two 30 spots in each show
• A 15 video opening with a 05 audio/visual
  billboard at the opening and closing of GACs
  Main Street Monday-Friday each week
• Two 15 videos during each airing Monday-Friday
• A total of twenty 15 videos and twenty 05
  audio/visual billboards each week
• 200 total of each unit throughout the year.
• Locations TBD

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2006-2007 Marketing PlanTennessee Tourism Print

• Print
• Co-Op Print Magazines
• A majority of Tennessee Department of Tourist
  Developments print efforts are placed in co-op
  print magazine opportunities, in order to offer
  our partners a chance to gain media coverage that
  may otherwise not be achievable.
• The goal for FY2007 is to offer partners more
  options, including a variety of titles and timing
  periods, magazines of strong interest to our
  partners, and niche opportunities that can be
  affordable for small budgets and provide a very
  targeted message.
• RFPs were sent to a variety of magazines and each
  publication was then compared based on target,
  circulation, CPM, added value and the cost to
  co-op partners.

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Target Audience Magazines
• Southern Living
• Country Living
• Good Housekeeping
• O Magazine
• AARP
• Blue Ridge Country
• Better Homes Gardens
• Travel Leisure
• Womans Day
• Hoffman Media
• Red Hat, Taste of the South, Cooking w/ Paula
  Deen, Southern Lady Tea Time

• Niche Magazines
• Country Weekly
• Outside Magazine
• Hooked
• RV Living
• Field Stream
• Game and Fish
• Outdoor Life
• American Legacy
• American Heritage
• Civil War Times
• Smithsonian

• Preservation
• American History
• AAA Home Away
• AAA Going Places
• Group Travel Planet
• Student and Youth Traveler
• Destinations
• Group Travel Leader
• Going On Faith
• Golf Digest

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines
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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Southern Living
• 1.3 MM circulation across the South and Midwest
• Added Value
• A newsletter sponsorship including image, text
  and link, inclusion on travel page online for
  TDTD and partners, and a listing on
  SLVacations.com and in print.
• Insertions in October and April to support fall
  and spring travel seasons
• Country Living
• 432M circulation across the South
• Co-op includes advertorial
• Added Value
• Reader service, listed on 800 directory for
  three issues, travel link on cltravellink.com for
  year, and sweepstakes opportunity.
• Recommend insertions in March and May to support
  heaviest travel season.

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Womans Day
• 782M circulation across the South
• Added Value
• Reader service online and print and online
  exposure of WomansDay.com
• Insertion in April issue Spring Break edition
• Good Housekeeping
• 1MM across South and Midwest
• While 58 of the readers are between 25-54, the
  age skews older reaching the Baby Boomer target
• 47 35-54 49 50
• Added Value
• Readers service, advertorial in co-op section,
  online exposure on GHTravel.com.

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Oprah Magazine
• 600M circulation in the South and Midwest
• Added Value
• Reader service, sweepstakes option, 100M email
  addresses for TDTD database
• Insertions in October, March and April
• Better Homes Gardens
• Circulation of 2.7MM in the South and Midwest
• Added Value
• Guaranteed leads through reader service online
  and in print
• 15,000 for TDTD and 3,000 for each partner
• Insertion in April

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Blue Ridge Country
• Features the heritage, beauty and culture of the
  Appalachian Mountain region and serves as
  guidebook for the Blue Ridge Parkway and Southern
  Appalachians yearly visitors
• Circulation of 425M through the region
• Added Value
• Reader service and online exposure for two months
  
• Insertions in November and December
• Travel Leisure
• Circulation of 533M in the South, Midwest and
  Northeast
• Added Value
• Editorial online and in co-op section,
  e-brochures for TDTD and partners, reader service
  online and in print, and a sweepstakes
  opportunity
• Insertion in May

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• AARP (50-59 year-old-edition)
• Publication targets consumers over the age of 50
  with information relevant to them
• Three different issues of the publication are
  created monthly with editorial catering to
  different age ranges
• 50-59 60-69 70
• Circulation of 1.7MM in the South and Midwest
• Added Value
• Reader service in magazine and online
• March/April insertion to lead peak vacation
  season
• After last years lack of participation, AARP is
  offering partners
• Lower CPM
• Larger size of ads to (1/6 vs 1/9)
• The option of buying one region or both

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2006-2007 Marketing PlanTennessee Tourism
Co-Op Print Magazines

• Hoffman Media Co-Op Program
• Includes an insertion in 5 magazines
• Red Hat Society Lifestyle (Nov/Dec 2006), Cooking
  with Paula Deen (Nov/Dec 2006), Southern Lady
  (Nov/Dec 2006), Tea Time (March/April 2007) and
  Taste of the South (Spring 2007)
• Reaches 513M active women in the South
• Publication reaches women who are passionate for
  travel, entertaining, decorating, and more

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2006-2007 Marketing PlanTennessee Tourism
Pre-Print FSI

• Madden Pre-Print FSI Insertion
• Two insertions, October and April
• October insertion is the fall STS edition and
  drops on 10/1
• Circulation of 850M across 10 markets
• Atlanta, Baltimore, Charlotte, Cleveland,
  Columbia, Jacksonville, Nashville, New York,
  Pittsburgh and Chicago
• April insertion is the spring STS edition and
  drops 4/1
• Circulation of 1.2MM across 16 markets
• Above plus Asheville, Cincinnati, Marietta,
  Newark, Richmond, St. Louis
• Added Value Reader service and online exposure
  on vacationfun.com

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2006-2007 Marketing PlanTennessee Tourism
Pre-Print FSI

• Spring Vacation Values
• Four-page insertion in April
• Distributed to 9 states through 15 papers and has
  a total circulation of 560M
• With purchase of the insert, TDTD and partners
  receive a one-page insertion distributed through
  Valassis increasing circulation by 2.3MM
• Distributed in the same 9 states through 132
  papers
• Total circulation is 2.8MM
• Added Value Featured destination on
  vacationplanning.net.

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2006-2007 Marketing PlanTennessee Tourism
Non-Co-Op Print

• Includes
• Parents
• People
• African-American Newspaper Program
• Hispanic Newspaper Program
• Escape To The Southeast Magazine
• TIA See America PR Annual

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2006-2007 Marketing PlanTennessee Tourism
Non-Co-Op Print

• Parents
• The parents handbook on growing children
• Reaches moms who plan entertainment and
  educational travel/things to do with their kids
• ½ page ad
• April 2006
• National circulation of 2,200,000
• People
• Special newstand only edition focusing on Country
  Music
• Issue will get up close and personal with
  Countrys biggest stars including their families,
  styles, homes and more
• Full page ad
• On sale for 4 weeks starting October 13th

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2006-2007 Marketing PlanTennessee Tourism
Non-Co-Op Print

• African-American Newspaper Program
• Newspapers in 11 cities
• Birmingham, Atlanta, Louisville, St. Louis,
  Jackson (TN), Memphis, Nashville, Chattanooga,
  Knoxville, Clarksville, Murfreesboro
• In addition to the newspaper program,
  African-American in-state radio will be purchased
  during February
• Hispanic Newspaper Program
• Newspapers in two cities
• Nashville and Knoxville

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2006-2007 Marketing PlanTennessee Tourism
Internet

• For FY2007, there is an increased importance on
  internet exposure
• Consumers increased online usage
• Including researching and booking vacations
  online
• Internet usage by W25-54 has increased from 58
  in 2000 to 87 in 2005
• Launch of the electronic vacation guide
• Increases the importance of driving traffic to
  the site to download the vacation guide
  immediately
• Internet benefits TDTD by reaching the target
  with relevant messaging
• Online exposure reaches the target while they are
  making travel decisions.
• Offers the ability to target based on interests,
  lifestyles and geography
• Daily Newspaper websites selected in feeder
  markets to support television.
• Possible to select sites that best reach the
  potential Tennessee vacationer with lower levels
  of waste
• Co-op internet opportunities will be available to
  partners for the first time this year.

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2006-2007 Marketing PlanTennessee Tourism
Internet Websites

• Target Audience Websites
• TripAdvisor.com
• Travelocity.com
• Orbitz.com
• Weather.com
• LastMinuteTravel.com (Travel Spike)
• CitySearch.com
• Newspaper websites in 9 markets
• Atlanta, Birmingham, Cincinnati, Greenville,
  Ashville, Indianapolis, Louisville, Paducah, St.
  Louis
• Google
• Yahoo

• Niche Target Websites
• Real Networks
• Includes real.com, rhapsody.com,
  rollingstone.com, realarcade.com
• AOL.com (music focus)
• The Away Network
• Trails.com
• AllGetaways.com
• RVTravel.com
• KOA.com
• Primediaoutdoors.com
• HistoryChannel.com
• GolfDigest.com
• GroupTravelPlanet.com

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2006-2007 Marketing PlanTennessee Tourism
Internet Websites
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2006-2007 Marketing PlanTennessee Tourism
Internet

• TripAdvisor.com
• A pay-for-performance travel research site
• Top ranked travel content website
• Averages 18MM unique visitors per month
• Includes
• 5,000 clicks per month for entire year
• Clicks come from text ads on tourism overview
  pages for TN
• 3MM impressions using leader boards and large
  rectangle ads geo-targeted to TDTDs feeder
  states
• GA, AL, NC, SC, AR, KY, MO, OH, IN, IL, and FL
• Site will offer all partners a discounted CPM
  during the months TDTD is in flight

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Travelocity
• Online travel site with millions of registered
  members
• 12MM unique users each month
• On average, sells 40,000 airline tickets per day
• Includes
• 11MM impressions between Sept. 06 and June 07
  using multiple creative units geo-targeted to
  feeder markets/states
• Inclusion in 9 regional direct marketing emails
• Total of four weeks as a Featured Sponsor
• Placement is on Guides and Advice
• Four weeks of Super Promo Placement on the
  Guides and Advice homepage
• Eight weeks as the Featured Destination
• Four weeks as the Featured Vacation on the
  vacation homepage
• Co-op opportunities will be available for
  partners to combine efforts with TDTD to create
  banners and landing pages that feature
  participating partners
• Limited spaces available

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Orbitz
• 22MM unique users monthly
• 28MM registered users
• Includes
• A total of 5.2MM impressions geotargeted to the
  feeder markets and TN destination pages
• Also includes sponsorship of the Active/Adventure
  section
• Includes Golf and National Parks
• Brand Sponsor and Featured Destination
• Will offer a discounted package to all interested
  partners

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Weather.com
• 25MM unique visitors per month
• Reaches 11MM frequent travelers per month
• Have taken 3 domestic trips in 12 months
• Ability to included real time temperatures into
  the creative by market
• Includes
• Geo-targeted ads for our feeder markets and
  visitors checking TN weather
• Weather triggered ads to display multiple
  creative
• Desktop ads in feeder markets
• Offers a 25 discount for all partners during
  TDTD flights

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2006-2007 Marketing PlanTennessee Tourism
Internet

• LastMinuteTravel.com (Travel Spike)
• Provides last-minute travel deals for airline
  tickets, hotels, and vacation packages
• Great to promote weekend getaways
• Offers an email newsletter that goes to 600M
  opt-in subscribers
• Includes
• Four newsletters spread throughout year
• Focus each newsletter on a different section of
  the state
• A total of 9MM impressions over three months on
  the site including 3 weeks as the Featured
  Destination on the Homepage
• Will offer discounted packages to interested
  partners

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Citysearch.com
• Local guide coverage for major markets in the US
• Provides up to date information on businesses and
  includes user reviews
• Placements focused on entertainment and travel
  related content
• Includes
• Banners and Skyscrapers totaling 167,837
  impressions over two months
• Geo-targeted to 9 of the feeder states including
  Tennessee

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2006-2007 Marketing PlanTennessee Tourism
Internet

• AJC.com (Atlanta Journal Constitution)
• 1.5MM unique users monthly
• Top resource for Atlanta area residents to
  research information
• Ability to target users based on demographics and
  content
• Extensive online travel section including a
  Southeast focus
• Includes
• Total of 2.6MM between Sept. 06 and June 07
• Includes ad units in travel section and access
  Atlanta, ads throughout AJC.com based on
  behavioral targeting, 9 newsletters and featured
  travel partner
• Will offer discounted packages to interested
  partners

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Additional Daily Newspaper Websites
• AL.com (Birmingham)
• Cincinnati.com
• Reflector.com (Greenville)
• Citizen-Times.com (Asheville)
• IndyStar.com
• Courier-Journal.com (Louisville)
• PaducahSun.com
• STLToday.com (St. Louis)

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2006-2007 Marketing PlanTennessee Tourism
Internet

• Keyword Search
• Ability to reach our target with specific keyword
  searches of Tennessees attractions
• Efficient because TDTD is charged by click rather
  than by impression
• Keyword Search
• Reaches the target audience that prefers Yahoo
  search engine over Google, and offers the same
  pay per click advertising program
• eBrains Lead Generation Program
• Online program including email blasts, electronic
  data collection through lead generation and
  electronic vacation guide

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets

• Individual plans were created for the below niche
  targets
• Music
• Outdoor Activities
• Fishing/Hunting
• RVing/Camping
• Historical/Heritage/Culture
• Group Travel (and AAA)
• Golf

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Music)

• Print includes Country Weekly and Bluegrass
  Unlimited
• Internet includes Real Network (real.com,
  rhapsody.com, rollingstone.com, realarcade.com)
  and AOL.com
• In addition to the above Internet options,
  additional music-focused opportunities will be
  pursued to reach the diverse music options in
  Tennessee, including blues, soul, rock and
  Contemporary Christian.
• As mentioned in television, cable sponsorship was
  purchased with Great American Country to also
  reach this niche target.

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Music)

• Country Weekly
• Focuses on news in the Country music industry,
  the lifestyles and the stories behind the music
• Co-op editions in May and June to correspond with
  the CMA Festival Editorial
• Features ½ pg TDTD ad and 9 partners
• Bluegrass Unlimited
• Editorial features Bluegrass music, biographies
  on legends, info on festivals and stories about
  the greats in the industry
• Plan features a ½ pg 4C ad for Tennessee Tourism
  in both October and March
• Though a co-op section is not available, the
  publication will offer discounted rates to TDTD
  partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Music)

• The Real Network
• Sites are music based, most feature content on
  music news and information as well as downloads
• Package includes Run Of Site ads on real.com,
  Rollingstone.com, Rhapsody.com, and
  RealArcade.com
• A total of 3,404,500 impressions over 9 months
• AOL.com (Music)
• Includes content on a variety of music genres
  including Jazz, Blues, Country and Rock
• Includes 6MM impressions over 6 months
• Will offer discounted packages to partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Outdoor)

• Print includes Outside Magazine and Hooked
• Internet includes the Away Network, Trails.com
  and AllGetaways.com

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Outdoor)

• Outside Magazine
• About how to live life to the fullest, also
  includes advice, information on apparel and
  travel
• Is targeted to the more affluent, action
  influenced traveler
• Co-op edition in Spring 07
• Features ½ pg TDTD ad and 9 partners
• Added value includes coverage on Outsideinfo.com
  including links to co-op pages
• Hooked
• For close to home outdoor experiences
• Includes multi-sports and diverse interests
• Co-op edition in the spring for high travel
  months
• Features ½ pg TDTD ad and 9 partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Outdoor)

• The Away Network
• Made up of three websites- Outside Online,
  Gorp.com and Away.com
• Offers destination guides, travel deals,
  information on parks and recreation
• Package includes
• Homepage promotion with logo 500M impressions,
  Daily Escape Sponsorships- 1.8MM impressions,
  three sizes of Run Of Network ads- each at 500M
  impressions
• Will offer discounted packages to partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Outdoor)

• Trails.com/ AllGetaways.com
• Trails.com is a resource for self-guided outdoor
  enthusiasts across North America. It was rated
  the 1 outdoor and travel site by Forbes.
• AllGetaways.com launched in 2005 and is quickly
  becoming a top planning resource for self-guided
  and last minute travelers.
• Includes 2.5MM impressions over the entire
  campaign.
• Fixed placement on up-to 7 state pages on both
  Trails.com and AllGetways.com
• Top Trails or Top Getaways sponsorship
• ROS Sponsorship on popular sections and activity
  sections on both sites
• One eNewsletter sponsorship on Trails.com
• Will offer discounted packages to partners
  (minimum 10K commitment from each partner)

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Print vehicles include Game Fish, Field
  Stream and Outdoor Life
• Internet includes primediaoutdoors.com
• Sponsorships include Ken Freeman Outdoors and
  Bill Dance Outdoors

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Game Fish
• A crossover publication dealing with both hunting
  and fishing including advice and stories related
• Individual editions per region relate better with
  reader (each uniquely named)
• Co-op Edition Spring 2007
• TDTD to receive 1/2 pg ad along with space for 9
  partners
• Field Stream
• Field Stream celebrates the outdoor lifestyle
  through feature journalism, imagery and
  storytelling focused on fishing and hunting
• Insertion in April 2007
• TDTD to receive 1/2 page ad and 9 partners to
  receive 1/6 page ads

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Outdoor Life
• Highlights a crossover between both hunting and
  fishing
• Is slightly more hunting heavy
• Provides readers with insights on the rugged
  outdoor approach to this activity
• Co-op edition in the Fall to highlight hunting
  season
• Features TDTD 1/2 page ad and 9 Co-op partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Primediaoutdoors.com
• Network devoted to an outdoor lifestyle- compiles
  Primedia magazine brands including hunting and
  fishing content
• Receives 1.1mm unique users/ month
• Geo targeted ROS
• Leader Board
• Towers/skyscrapers
• Rectangles
• Offers a 25 discount to partners

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Bill Dance Outdoors In-Show Sponsorship
• A TV show on Outdoor Life Network focused on the
  education of and entertainment of fishing
• Features Tennessee native and avid UT hat wearing
  Bill Dance
• Airs 5x weekly and is viewed by more than 18
  million households
• In-show sponsorship includes
• Sponsorship billboard in 50 of all airings
  beginning January 2007
• Totaling 130 spots for the year

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Fishing/Hunting)

• Ken Freeman Outdoors Big Cat Quest Sponsorship
• 30 spots to be aired nationally on The Sportsman
  Channel across 2,400 cities in the US
• Opening and closing billboards in all airings
• Logo inclusion in the event brochure that will be
  distributed in all Bass Pro Shops (33), the host
  cities, and other Boat and Tackle shows in the US
  during that time period
• Logo featured on the tournament stage and the
  show trailers
• Website inclusion on sponsor page and a Tennessee
  Tourism article featured on the tournaments
  website
• Logo inclusion on the rear of the Worlds
  Largest Mobile Fish Tank

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (RVing)

• Print includes RV Living
• Online includes KOA and RVTravel.com

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (RVing)

• RV Living
• Mailed to RV owners- focuses on RVing as a
  lifestyle
• Co-op edition in March/April- article Literary
  Tour of the South
• Features ½ pg TDTD Ad and 9 partners
• Added value offer Participation in RVing
  rallies, online links, and story contest
  giveaway

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2006-2007 Marketing PlanTennessee Tourism
Niche Targets (RVing)

• KOA.com
• Year-long sponsorship of the TN page
• Ad placement in yearly directory
• RVtravel.com
• A network made up of 10 different RV related
  sites focusing on news, information and travel
  advice
• 6 month campaign in summer months with 320m
  impressions per month
• Every month TDTD will receive the following
• Run Of Network banners totaling 320M impressions,
  one travel feature with text pulled from
  tnvacation.com, top banners on Tennessee section
  of Rvingwithdogs.com and Public Campgrounds
• Offers a 10 discount to all partners during
  months TDTD is in flight

55
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Historical/Heritage/Culture)

• Print includes American Legacy, Heritage Group
  (Preservation, American History, Smithsonian and
  Civil War Times), American Heritage and
  Preservation
• Online includes HistoryChannel.com
• Sponsorships include time during The States in
  second quarter 2007

56
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Historical/Heritage/Culture)

• American Legacy
• Publication focuses on African-American History
  and Culture
• Co-op edition in Spring 2007
• Features ½ pg TDTD ad and 9 partners
• TDTD full page ad in Winter 2006
• American Heritage
• Editorial focuses on history, heritage and
  culture
• May issue is the Annual Travel issue focusing on
  events and
• attractions relevant to the target
• Co-op edition in May 2007
• Features ½ pg TDTD ad and 9 partners

57
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Historical/Heritage/Culture)

• Heritage Package
• Includes Civil War Times, American History,
  Preservation and Smithsonian
• These magazines have audiences interested in
  history / culture
• Readers are more likely to travel to historical
  sites, museums and
• monuments
• TDTD receives a ½ pg 4C ad in each title and
  includes editorial coverage
• Co-ops receive a 1/6 pg 4C ad in each
• Preservation
• In addition to the ad received in Preservation in
  the Heritage package, we recommend an additional
  insertion in the January/February edition
• Issue focuses on the South
• TDTD receives a ½ pg 4C ad surrounded by 1/6 pg
  partner ads

58
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Historical/Heritage/Culture)

• HistoryChannel.com
• Proposed Schedule
• Custom History of Tennessee page
• During Sept, Oct, March, April and May
• Includes 500M impressions throughout
  HistoryChannel.com promoting the sight
• Geo-target ads on This Day in History exhibit
  focusing on Civil War, Literary, and
  Entertainment
• Banner on travel newsletters in September, April
  and May
• ROS banner ads on HistoryChannel.com and
  Biography.com
• Will offer discounted package to all partners

59
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Historical/Heritage/Culture)

• The States TV
• The History Channel presents the greatest story
  ever told about Americas 50 states. Each state
  has its own proud story, full of twists, turns
  and surprises. Its a unique portrayal of the 50
  states as never seen before, complete with
  heroes, pioneers, immigrants, celebrities,
  inventors, and the American Dream.
• Series will run for one week featuring 10 states
  each night
• TDTD will purchase two 30 spots during the night
  Tennessee is featured

60
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• Print includes Group Travel Planet, SYTA, The
  Group Travel Leader, Going on Faith, AAA Home
  Away, Destinations and the ABA Motorcoach
  Marketer
• Online includes grouptravelplanet.com
• Sponsorships include AAA Auto Club South

61
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• Group Travel Planet
• Provides info on what is currently popular for
  different traditional travel groups
• Co-op Editions in three major planning travel
  times Winter, Spring and Fall
• Features ½ pg TDTD ad and 9 partners
• SYTA (Student and Youth Traveler)
• Provides tour directors with information on ways
  to organize and conduct successful tours
• Co-op edition in November/December- editorial on
  Music Festivals
• Features ½ pg TDTD ad and 9 partners

62
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• Grouptravelplanet.com
• A site that features group travel planning
  articles and tips
• Includes banners on the following city
  destination pages
• Chattanooga, Gatlinburg, Knoxville, Memphis,
  Atlanta, and Greenville

• Banners are more than ads
• Auto email responder- any time a planner looks at
  Tennessee as a destination, an email is sent with
  TNs message
• Interactive icons on a mapquest map- creates a
  link to TNs website
• Preferred placement in activities search more-
  places the ad on the top of the TN page when
  searched
• State of Tennessee Banner to feature and rotate
  under GroupTravelPlanet.com/CoachQuote.com
  homepages for one year
• Partners will receive 15 discount during TDTD
  flights

63
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• The Group Travel Leader
• An informative source of industry news and
  travel-related articles
• Co-op edition in January for the Travel South
  Tour Planner
• Consists of TDTD 1/2 page ad and 9 Co-op partners
• Going on Faith
• Printed specifically for the religious group
  travel market
• Co-op edition in March/April issue
• Consists of TDTD 1/2 page ad and 9 Co-op partners

64
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• ABA Motorcoach Marketer
• The ABA Motorcoach Marketer is a indispensable
  annual directory that is distributed to 5,000 bus
  and motorcoach operators, tour operators,
  suppliers and DMO's.
• TDTD is purchasing the a premium positioneither
  the front or back cover

65
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Group Travel)

• AAA Home Away
• Targets readers that are particularly interested
  in travel and are likely to take car trips
• 1.3MM circulation across OH and KY
• Includes advertorial in section
• Insertions in March/April and May/June
• AAA Auto Club South Sponsorship
• Co-op ad opportunities in Going Places
• P.O.P. and promotional campaign in all AAA Auto
  Club South Offices
• Negotiation in progress details pending

66
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Golf)

• Includes Golf Digest (Print and Online)

67
2006-2007 Marketing PlanTennessee Tourism
Niche Targets (Golf)

• Golf Digest
• A publication for golf enthusiasts of all levels
• Includes editorial on golf travel, health and
  fitness, player profiles, and course rankings,
  such as "America's 100 Greatest Golf Courses"
• Co-op section in March 2007
• Four page section total including ½ pg TDTD ad, 9
  co-op partner ads and 2 pages of advertorial
  about golfing in TN
• GolfDigest.com
• Has over 275,000 unique visitors monthly
• Is associated and endorsed by ESPN
• Contains a Courses and Travel section
• Proposed schedule includes
• 250M Road Block impressions in the travel
  section
• ROS banners throughout site
• 500M impressions using text links in travel
  section
• Overall plan produces 1MM impressions over 3
  months
• Will offer discounted package to all partners

68
Print Co-Op Advertising Information
69
Internet Co-Op Advertising Information
70
Governors Conference On TourismSeptember 20
-22Knoxville, TennesseeTo register, log on to
www.tntourismroundtable.com


71
Marketing Community Relations Staff
Susan Whitaker, Commissioner 615-741-2159
Susan.Whitaker_at_state.tn.us
Laura Gann, Executive Assistant 615-741-9016
Laura.Gann_at_state.tn.us
Marketing, Sales Communications
Jennifer Spence, Assistant Commissioner,
Marketing615-741-9025 Jennifer.Spence_at_state.tn.u
sShannon Meldon-Corney, Director of
Marketing615-741-2288 Shannon.Corney_at_state.tn.us
Lee Curtis, Director of Sales615-741-9045
Lee.Curtis_at_state.tn.usCindy Dupree, Director of
Communications615-741-9010 Cindy.Dupree_at_state.t
n.us
Nancy Deville, Sr. Writer615-532-7853
Nancy.Deville_at_state.tn.usAngela Layton, Jr.
Writer615-532-7822 Angela.Layton_at_state.tn.usDi
anne Murray, Marketing Coordinator615-741-9000
Dianne.Murray_at_state.tn.usCarlynne Foster,
Communications Coordinator615-741-7994
Carlynne.Foster_at_state.tn.usMichael Uhles, Web
Master615-532-8071 Michael.Uhles_at_state.tn.us

Industry Community Relations
Phyllis Qualls-Brooks, Assistant Commissioner,
Industry Community Relations615-741-9057
Phyllis.Qualls-Brooks_at_state.tn.usMarty Marbry,
Regional Manager, West Tennessee615-532-8077
Marty.Marbry_at_state.tn.us
Derrick Smith, Regional Manager, Middle
Tennessee615-741-9049 Derrick.Smith_at_state.tn.us
Dave Jones, Regional Manager, East
Tennessee865-777-4685 Dave.Jones_at_state.tn.usRu
th White, Administrative Assistant615-741-2530
Ruth.White_at_state.tn.us