Tennessee Department of Tourist Development

1

• 2007-2008
• Tennessee Department of Tourist Development
• Marketing Plan

2
FY09 TDTD Marketing Goals Objectives

• Goals
• Increase visitation to Tennessee
• Increase consideration of Tennessee as a vacation
  destination
• Strengthen and communicate Tennessees brand
  promise
• Leverage TDTDs marketing dollars as effectively
  as possible
• Increase website hits, calls to the 800 number
  and vacation guide requests
• Objectives
• Reach target demographics
• Optimize partner co-op opportunities
• Leverage peak vacation planning seasons
• Primary focus is September-November and March-May
• Base market selections on a 250-mile radius of
  Tennessee, media efficiencies, and partner
  feedback
• Require and obtain strong added value with each
  media purchase

3
FY09 TDTD Marketing Targets Budget

• Targets
• Primary Vacation Planning Decision Makers (women
  between the ages of 25-54)
• Secondary Niche markets
• African American
• Baby Boomers
• Culinary
• Girlfriend Getaways
• Group Travel
• Hispanic
• Hunting/Fishing
• Music
• Outdoor Recreation
• Weddings
• Budget
• 5.5 million 17.7 cut from FY08.
• Partnership marketing funding maintained at FY08
  level.

4
FY09 Media Strategy Overview

• Continue efforts that have been successful in the
  past including TV, online, print, co-ops, and
  niche targeting
• An enhanced targeting approach will allow TDTD to
  reach consumers on a deeper behavioral and
  demographic basis
• Increase vacation guide requests by making it
  easier for the consumer to access and share with
  other consumers
• Expand online focus
• Maintain broadcast weight levels in feeder
  markets for the launch of new creative in third
  quarter 2008
• Accomplish while having a decreased year-to-year
  budget and increased broadcast cost due to the
  dynamics of the 2008 presidential elections

5
Broadcast Overview

• Target watches 9-18 hours of TV per week
• 53 of the target subscribes to either cable TV
  or has satellite TV
• Watches cable programs on networks such as The
  Weather Channel, Lifetime, Discovery Channel,
  Food Network and HGTV
• 30 spot TV schedules in Fall 2008 and Spring
  2009
• Fall TV
• 4 weeks of TV (600 W25-54 TRPs) in seven markets
  that feed East/Middle TN to continue support of
  the important fall foliage time period
• Birmingham, Cincinnati, Greenville-Spartanburg,
  Huntsville, Indianapolis, Lexington, Louisville
• 150 points per week in order to effectively
  launch the My TN Story campaign
• Achieves an 84.8 reach and a 7.1x frequency
• Spring TV
• 10 weeks of TV (1,200 W25-54 TRPs) flighted in
  the seven feeder markets
• Birmingham, Greenville-Spartanburg, Huntsville,
  Lexington, Little Rock, Louisville, Paducah
• Achieves a 90.8 reach and a 13.2x frequency over
  the flight
• 8 weeks of TV (600 W25-54 TRPs) in Cincinnati,
  Indianapolis and St. Louis
• 75 points per week
• Achieves an 84.8 reach and 7.1 frequency
• Cable TV as a daypart for the spot TV schedules
• Purchase spots on relevant programming that best
  reaches the target
• Station promotions

6
Broadcast Overview (contd)

• MMSI Per Inquiry TV Schedules
• In-state markets to be included in the spot
  market overlay in order to achieve maximum
  coverage in-state
• Include Florida markets as Florida generates much
  call/inquiry volume
• Fall TV (estimated 9/1/08 launch)
• 2,500 leads alone or 5,000 with a partner
• Will continue with mix of network cable channels
  and spot markets as determined between TDTD and
  the potential partner
• Partner confirmation needed by July 23, 2008 to
  allow time to set up program to meet planned
  launch day
• 350 stand-alone Atlanta leads, 250 stand-alone
  leads in Cincinnati and Indianapolis
• Spring TV (estimated 3/2/09 launch)
• 4,500 leads alone or 5,000 with a partner
• Network cable with individual market overlay
• Partner confirmation needed by January 21, 2009
  to meet planned launch date
• 350 stand-alone Atlanta leads, 250 stand-alone
  leads in Cincinnati and Indianapolis and 500
  stand-alone leads in St. Louis
• Atlanta Cable Buy
• Four-week Fall 2008 flight and six week Spring
  2009 flight
• 150 spots to air per week of flight, for a total
  of 1,500
• Spots to rotate on relevant cable networks
• In-State Cable Buy
• Four-week Fall 2008 flight and four week Spring
  2009 flight

7
Broadcast Overview (contd)

• Great American Country Sponsorship
• 30 units to rotate throughout various programs
  on GAC
• 39 total weeks (9/29/08-6/28/09)
• 1,082 total units throughout the year
• GAC Fan Focus as added value
• Every month, GAC will highlight and introduce one
  new artist that fans want to know more about.
  GACs Fan Focus spots will be dedicated to the
  artist and talk about their latest news

• Atlanta Feeder Market Radio
• To support our spring television buy in certain
  key markets such as Atlanta, one station will be
  chosen to do a dedicated Tennessee promotion,
  including spots, package giveaways, online added
  value and live feed opportunities.
• Details provided to participating partners when
  finalized.
• If interested in co-oping a radio package with
  TDTD in a selected market, contact Jennifer
  Spence _at_ Jennifer.Spence_at_state.tn.us or Jennifer
  Littlejohn at Jennifer.Littlejohn_at_state.tn.us.

8
Print Overview

• Target demographic (women, 25-54) reads nine
  issues per month
• TDTDs print co-op program offers each partner in
  Tennessee a chance to gain media coverage that is
  otherwise unachievable
• Print fits the vacation planning mindset and
  helps break through the clutter
• She is likely to be relaxed and engaged in the
  material
• Long shelf life, meaning the target has the
  message including TDTDs website and phone number
  on hand for a longer period of time
• Co-op options were chosen based on number of past
  inquiries, and insertions were increased or
  maintain in this high-return publications.
• For FY09, overall print was decreased due to
  budget and need for television and online
  visibility.
• RFPs were sent to various magazines and each
  publication was compared based on target,
  circulation, CPM, added value, FY08 performance
  and cost to co-op partners

9
Print Co-Op Available

• Americas Best Vacations
• Four-page insertion in September 2008 and April
  2009
• Distributed to nine states through 15 papers with
  a total circulation of 560M, including AL, GA,
  IL, IN, KY, MO, OH, SC, TN
• Complements launch of spring TV
• With purchase of the insert, TDTD and partners
  receive two FSI insertions distributed through
  Valassis increasing circulation by 2.3MM
• Distributed in 12 states through 132 papers,
  including the nine listed above, plus MS, AR, VA
• Total circulation is 2.8MM
• Added Value Featured destination on
  VacationPlanning.net
• Madden Pre-print FSI
• Recommending insertion in April 2009
• Spring STS edition, Circulation of 728M across
  key markets for TN
• Coincides with launch of spring TV
• Added Value Reader service and online exposure
  on VacationPlanning.net and FreeTravelBrochures.ne
  t for both TDTD and partners

10
Print Co-Op Available (contd)

• Oprah Magazine Travel Section
• Editorial focuses are on personal growth and
  inspiring and challenging women
• O Magazine readers are 35 more likely than the
  average adult to spend five or more nights in a
  hotel while on vacation
• 610M circulation in Midwest region
• Recommend co-op section in
• April 2009 Together with Family and Friends
• Two-page co-opHalf-page TDTD, nine partners
• Added Value
• Reader service in-book and online, lead analysis,
  sweepstakes, email campaign, email blasts (Omail)
  and eZine
• September 2008 Travel South issue
• Includes Travel South Electronic Magazine
• 5,000 minimum leads guaranteed
• Wowget included in package to post on
  tnvacation.com
• Ten-page customized iBrochure
• Coverage on vacationfun.com
• Better Homes Gardens
• Co-op section in April 2009 issue
• ½ page TDTD ad, 9-1/6 page partner ads
• Reader service offered as added value

11
Print Co-Op Available (contd)

• Budget Travel
• Editorial focuses on Vacations for Real People
  and giving readers must-know tips
• Readers are 41 more likely than the non-reader
  to have taken a domestic trip in the last 12
  months
• 231M regional circulation in AL, AR, FL, GA, IL,
  IN, KY, MS, NC, OH, MO, SC, TN, TX, VA and WV
• Recommend Single-Leaf Insert March 2009 and April
  2009
• Insertions in Girlfriend Getaways issues
• Fall/Winter 2008Travel South Issue
• Spring/Summer 2009
• Package includes eBlast
• Added Value
• Reader service in-book and online, advertiser
  listing online, hyperlink to TDTD site

12
Print Co-Op Available (contd)

• Southern Living
• Each issue focuses on travel, garden, home and
  food
• 1.355MM circulation in South Central and South
  Atlantic regions
• Recommend co-op sections in October 2008 and
  March 2009
• Added Value
• Reader service in-book and online and
  slvacations.com travel planning tool
• AAA Going Places
• AAA members take, on average, 4.4 long trips per
  year
• 68 of AAA members look at AAA Going Places when
  making vacation plans
• 2.4MM circulation in Southeast region
• Recommend two page spread in the March/April 2009
  issue
• TDTD to purchase ½ page ad with nine to 12 1/6
  page partner ads

13
Print Co-Op Available (contd)

• AAA Living
• Reaches a heavy travel audience in Chicago to a
  circulation of 464.318
• Recommend insertions in September/October 2008
  and May/June 2009
• Added Value Reader service listing and
  sweepstakes giveaway
• AAA Home Away/AAA Journeys
• Targets readers that are particularly interested
  in travel and are likely to take car trips
• 876M circulation in OH
• Includes advertorial in section
• Recommend insertion in September/October (TN
  section) and March/April 2009 (TN section)
• Partner cost for 1/6 page ad is 5,270
• Added Value
• Banner and link on website, reader service

14
Print Co-Op Available (contd)

• Gourmet Magazine
• Excellent target for growing popularity of
  culinary tourism
• 75 of Gourmet readers are female
• Readers have a median HHI of 75M
• TDTD target indexes most high at 75M-100M
• Two-page insertions in Spring 2009
• Include photos and advertorial
• Feature co-op destinations across the state
• Program includes features on the Gourmet TiVo
  channel and online presence
• Gourmet Magazine offers a fully-integrated
  campaign
• TDTD and Paramore-Redd negotiated an online
  presence for Gourmet Magazine on tnvacation.coms
  upcoming culinary section in exchange for
  50,000 online value from Gourmet.
• Advertorial co-op program will allow partners to
  highlight the culinary experience they offer
• Online and television exposure allows TDTD to
  align itself with experts in the culinary
  industry

15
Print Co-Op Available (contd)

• Heritage Group
• 8-12 page insertion in Preservation, Smithsonian
  and Civil War Times that includes advertorial
• 600M circulation in regional areas
• Insertions in March-May 2009
• Recommend a co-op section include TDTDs purchase
  of a ½ page and nine 1/6 page partner ads
• Image and copy on the cover plus up to three
  events listed in the editorial calendar, listing
  of 25 TN events on website, reader service
  included as added value
• Destinations Magazine
• 6M circulation is distributed to every member of
  the American Bus Association reaching our group
  tour market
• Two-page spread in Jan/Feb 2009 and March/April
  2009 issues featuring the ABA Marketplace
• SYTAs Student Youth Traveler Magazine
• Student Youth Travel Association (SYTA)
• Recommend co-op section in May 2008 issue

16
Print Co-Op Available (contd)

• Group Travel Planet
• Provides info on what is currently popular for
  different traditional travel groups
• Co-op section in the September 2008, January 2009
  and May 2009 issues
• TN focus
• 16M national circulation to group travel planners
• Added Value Tennessee banner ad on
  grouptravelplanet.com, Coachquote.com and
  5to9rooms.com in top two Tennessee markets
• The Group Travel Leader
• An informative source of industry news and
  travel-related articles
• 30M circulation to group travel planners
• Co-op edition in January for the Travel South
  Tour Planner and May Tennessee section
• Going On Faith
• Printed specifically for the religious group
  travel market
• Co-op edition in April/May featuring Spiritual
  South

17
Additional Print

• Southern Living - Advertorial Sponsorship
• Customized advertorial programs in December 2009
  and April 2009
• Holiday promotion in December featuring Martina
  McBride
• 75th Anniversary of Smoky Mountains feature in
  April
• Other elements include full-run circulation
  inclusion in the Events and More page, events
  listing with hyperlink on southernlivingvacation.c
  om, inclusion in the Southern Living travel
  newsletter sent to 30M subscribers and a
  customized sweepstakes
• Full-page ad in Best of Southern Living issue
  offered as added value
• Country Living - Advertorial Sponsorship
• Sponsorship to include TDTD ad space as well as
  co-op partner ads
• Includes three pages of supplement advertorial
  promoting vacationing in Tennessee
• Could focus on specific regions or themes
• Insertions in November 2008, April 2009 and May
  2009
• May 2009 full-page ad is offered as added value
• ABA Motorcoach Marketer
• Full page, inside back cover in this annual
  directory sent to American Bus Association
  members.

18
Additional Print

• African-Americans
• Are heavy readers of magazines
• Top categories include music (249) and
  business/finance (141)
• Are online at least once per week
• Are heavy users of TV
• Are taking an average of 1.4 domestic vacations a
  year
• Spent an average of 1,244 on domestic vacations
  last year
• Print Recommendation
• Instate newspaper initiative
• 490,000 circulation
• 11 cities across Tennessee and surrounding
  markets
• Chattanooga Courier, Chattanooga, TN
• Clarksville Press, Clarksville, TN
• Examiner, Jackson, TN
• Knoxville Enlightener, Knoxville, TN
• Memphis Silver Star, Memphis, TN
• Murfreesboro Vision, Murfreesboro, TN
• Nashville Pride, Nashville, TN

19
Additional Print

• Hispanic segment
• Is a heavy newspaper reader
• Pass along to their friends and family
• Is traveling often
• Likely to travel shorter distances when
  vacationing with family
• Spent an average of 1,413 on domestic vacations
  last year
• Light users of online
• Primarily use to check email and make purchases
• Print Recommendation
• In-State Newspaper Program
• Purchase Hispanic newspapers in the key markets
  across the state
• Mundo Hispano, All TN markets except Memphis
• La Campana, Greater Metro Nashville,
  Hendersonville, Murfreesboro
• El Crucero De Tennessee, Middle Tennessee
• La Prensa Latina, Memphis and midsouth, Jackson,
  W. Tenn., Ark. and N. Miss.
• Recommend insertions in April 2008 during
  heaviest travel planning month

20
Online Marketing - Overview

• Internet benefits TDTD by reaching target with
  relevant messaging
• Online exposure reaches target while they are
  making travel decisions
• Offers ability to target based on interests,
  lifestyles and geography
• Nice tool for utilizing beautiful new video
  footage taken from across the state (for
  television campaign).
• Consumers are continually increasing online usage
• Includes researching and booking vacations online
• Internet usage by W25-54 has increased from 58
  in 2000 to 87 in 2006
• Stresses the continued importance of the
  electronic vacation guide and driving traffic to
  tnvacation.com
• Websites were evaluated based on CPM, unique
  opportunities, targeting abilities and relevance
  to the target market
• The Buntin Group is utilizing Paramore-Redd for
  all online media, including planning, creative
  development and placement.
• This offers partners convenient package pricing
  with the existing TDTD email campaign
  opportunities already offered through
  Paramore-Redd.

21
Online Marketing - Overview

• The Online Marketing plan for TDTD includes the
  following
• Major partnerships with Gourmet, Scripps
  (Foodnetwork.com, GACTV.com and HGTV.com) and
  TripAdvisor
• Provides Tennessee exposure with strong brands
  that support Tennessee initiatives, (i.e.,
  Culinary Tourism, Music, Historic, Visitor
  Reviews)
• Strong proposal package due to TDTD leveraging
  assets such as tnvacation.coms upcoming culinary
  section.
• Display Advertising covering major online media
  outlets as well as niche sites
• Will deliver more than 60 million ad impressions
  with 46 added value media
• Most of the display advertising offers co-op
  opportunities for the partners.
•  
• A lead generation plan that will deliver 100,000
  qualified leads from sites that serve our broad
  demographic as well as our niche targets
• An email program delivering 48 campaigns and more
  than 11 million emails
• New highlight of campaign is a schedule focusing
  on group travel/tour operators
• Will also included theme email(s) for Girlfriend
  Getaways and Culinary Tourism
•  
• A PPC campaign that will deliver targeted
  impressions click thrus and sign-ups for the
  vacation guide
•  
• A social media marketing plan that will exploit
  MySpace, Facebook and YouTube
• Promoting Tennessees message where people are
  spending their spare time and reaching a younger
  generation of travelers

22
Online Marketing

• Summary of Internet advertising
• Away
• Black Planet
• BoomerOpia
• Bridal Guide
• Budget Travel
• Budgetravel.com
• GirlfriendGetaway.com
• Expedia
• History Channel
• Neo-Edge
• North American Membership Group (NAMG)
• Huntingclub.com
• Fishingclub.com
• Cookingclub.com
• pgatourpartners.com
• thehistorychannelclub.com
• Orbitz

• Pandora
• Premier Tourism Marketing
• Group Travel Directory
• Prep Travel Planner
• Leisure Group Travel
• Scripps Networks
• Foodnetwork.com
• HGTV.com
• GACTV.com
• SPC Travel Network
• Southern Living
• Cottage Living
• Trails.com
• TripAdvisor
• Travelocity
• Video Globe Trotter
• Weather

23
Online Marketing - Partnerships

• Scripps Network
•  Food Network 
• Culinary tourism is one of todays most popular
  types of destination travel
• TDTD is leveraging marketing assets including
  possible tie-in with Down Home with the Neelys
  (No. 1 rated show on Food Network Pat and Gina
  Neely live in Memphis) and tnvacation.coms
  culinary section.
• Components will include broadcast media, online
  video itinerary, custom content, sweepstakes and
  more.
• Through network and web tie-ins, TDTD is working
  hand-in-hand with Food Network to help spread the
  word about the rich, culinary cuisines that
  Tennessee has to offer.
• 69.7 female
• Average of monthly unique visitors - 9.3 million

24
Online Marketing - Partnerships

• Great American Country (GACTV.com) and Home
  and Garden Television (HGTV.com)
• While majority of partnership package will be
  utilized with Food Network, included in the
  Scripps package is GACTV and HGTV.
• Exposure includes banner advertising including
  pre-roll video and email newsletter.
• Percentage of female
• GAC-47 HGTV-76
• Average Monthly Unique Visitors
• GAC - 469,300
• HGTV 4.9 million

25
Online Marketing - Partnerships

• Trip Advisor
• Top-rated travel content website
• Strategic partnership will offer direct links
  from tnvacation.com to Trip Advisor for top-rated
  experiences from visitors to Tennessee offerings
• Custom Tennessee Page on TripAdvisor.com
• Trip Advisor will create an advertorial package
  featuring a co-branded, customized page focused
  on Tennessee content and hosted on
  TripAdvisor.com
• 31.7 female
• Average Monthly Unique Visitors 20 million

26
Online Marketing - Partnerships

• Gourmet Magazine Online Assets
• With TDTDs print buy to Gourmet Magazine, the
  following added value package will be online
• My Tennessee story Gourmet viewers have
  opportunity to share their Tennessee experiences.
  
• With co-op participation
• Video that can be forwarded for viral buzz
• Tivo contest
• Content and branding opportunities
• Culinary Travel Video Working with TDTD,
  Gourmet will produce a culinary travel video,
  filmed in locations throughout the State.
• Custom webpage on Gourmetscopp.com for two months
• Email to newsletter subscribers twice a year
• Added value subject to change depending on
  co-op participation.

27
Online Marketing

• Away
• Placements performed well in 2008 with a .13
  click rate
• Provides a strong environment to promote the
  niche market messages
• 55 female
• Average Monthly Unique Visitors 2.3 million
• Black Planet
• Number one social networking site for African-
  Americans
• Opportunity to reach a high percentage of a niche
  market
• TDTD placing banner ad, run-of-schedule
• Total impressions 2,054,700
• 82 female
• Average Monthly Unique Visitors 51,000

28
Online Marketing

• BoomerOpia
• A content driven, rapidly growing site that
  serves as a resource to thousands of Baby
  Boomers.
• Opportunity to be the premiere sponsor of the
  Fun Side of Fifty Photo Contest. The campaign
  will be backed by an extensive PR push.
• More than 81 million Boomers planned travel this
  year and collectively they intend to spend 126
  billion on their next trip alone, according to
  AARP.
• 62 female
• Average Monthly Unique Visitors 141,975
• Bridal Guide
• Great opportunity for niche market exposure
• Mini-site will be custom created and can include
  video, slide shows and other rich media
• Promotion of the mini-site includes print
  insertions, emails and banners
• Travel Guide download will be on site for a year
• 82 female
• Average Monthly Unique Visitors 51,000

29
Online Marketing

• Budget Travel Girlfriend Getaway
• Budget Travel readers are bookers not lookers
  95 booked travel online in 2007
• The Girlfriend Getaways sponsorship is a targeted
  opportunity to reach a priority niche audience
  and a key initiative for TDTD.
• The online presence will reinforce TDTD print
  insertions in Budget Travel and Girlfriend
  Getaways
• Combined stats
• 76 female
• Average Monthly Unique Visitors 650,000

30
Online Marketing

• Expedia
• Passport Ads will be served to users outside of
  Expedia after they have searched for a hotel,
  flight or car in TN or the surrounding states.
• Popular travel site - 77 of the users went on a
  personal domestic trip last year
• 49 female
• Average Monthly Unique Visitors 20 million
• History Channel
• Editorial environment is perfect to promote the
  Tennessees history and heritage which ranks in
  online surveys consistently as the 1 reason
  people vacation in Tennessee.
• Last years promotions did well with a .2 CTR
• Mini-site will be custom created and can include
  video, slide shows and other rich media
• Promotion of the mini-site includes print
  insertions, emails and banners
• Travel Guide download will be on site for a year
• 49 female
• Average Monthly Unique Visitors 1.4 million

31
Online Marketing

• Neo-Edge
• Casual Gaming is the 1 internet activity in the
  US
• Opportunity to distribute video
• Reach a focused audience who is not multi-tasking
• A survey will be distributed to viewers to allow
  TN to better assess how to message to gamers
• 35 of users have traveled to the Southeast in
  the last two years
• Site Info- Tennessee video will run on Yahoo
  Games, Most Fun, iWin, and Play First
• Percentage of target
• Yahoo Games53 female
• Most Fun78 female
• iWin63 female
• Play First73 female
• Average Monthly Unique Visitors
• Yahoo Games385,500
• Most Fun157,000
• iWin389,000
• Play First236,000

32
Online Marketing

• North American Membership Group (NAMG)
• With more than 5 million members, NAMG reaches
  paid subscribers who are passionate about
  cooking, history, fishing, hunting and golf
• Display banners will run on HuntingClub.com,
  FishingClub.com, CookingClub.com
  PartnersClubOnline.com A dedicated email will be
  sent to the History Channel Club members (NAMG is
  the exclusive provider of History Channel third
  party emails 114,973 opt-ins)
• A joint display, email and co-registration
  partnership afforded Tennessee savings
• The display eCPM is 7.50 and the co-registration
  lead price was reduced by 57
• Percentage of target
• HuntingClub.com - 90 female
• CookingClub.com 92 female
• FishingClub.com 5
• PartnerClubOnline.com Mostly male golfers
• Average Monthly Unique Visitors
• HuntingClub.com- 216,000
• CookingClub.com 176,000
• FishingClub.com 197,000
• PartnersClubOnline.com 142,000

33
Online Marketing

• Orbitz
• Maintain annual presence and high SOV affording
  Tennessee a great opportunity to influence
  travelers
• Reach people who are interested in booking trips
  in Tennessee
• Confirmation Email makes campaign more
  multi-faceted
• Active Adventure sponsorship allows TDTD to
  target niche audiences
• 58 female
• Average Monthly Unique Visitors - 21.9 million
• Pandora
• Popular music that reaches Tennessees niche
  market and reinforces the music brand.
• Strong package presented to Tennessee with
  placements that can not be missed as well as a
  customized Tennessee radio station
• 47 female
• Average Monthly Unique Visitors 12 million

34
Online Marketing

• Premier Marketing Group
• Includes Group Travel Directory, Prep Travel
  Planner, Leisure Group Travel
• Group Travel Directory is the number one ranked
  site in traffic according to Alexa
• Partnership allows Tennessee to reach many types
  of travel planners for a low investment
• Publisher is willing to work with the state on
  custom opportunities that integrate editorial
• Average Monthly Unique Visitors
• Group Travel Directory 10,000
• Leisure Group Travel 7,000
• Prep Traveler 2,000
• SPC Travel Network
• Strong network of sites TDTDs buy includes
  SouthernLiving.com, CottageLiving.com and
  10best.com
• Percentage of target
• SouthernLiving.com 75 female
• CottageLiving.com 76 female
• 10Best.com 76
• Average Monthly Unique Visitors
• SouthernLiving.com 343,000
• CottageLiving.com 259,000

35
Online Marketing

• Demand Media
• TDTD purchasing Trails.com and FishingWorks.com.
• Effectively in reaching niche targets - outdoor
  and fishing enthusiasts
• Fishingworks.com
• 41 female
• Average Monthly Unique Visitors 302,268
• Trails.com
• 51 female
• Average Monthly Unique Visitors 2.3 million
• Travelocity
• Message to travelers during the booking process
  to influence their trip
• The primary goal of Travelocity placements is to
  elicit bookings ultimately increasing revenue
  to Tennessee
• Visitors to TN create 1.7 million page
  views/month
• 50 female
• Average Monthly Unique Visitors 15 million

36
Online Marketing

• Video Globe Trotter
• Ideal way to distribute Tennessees video library
• Engagement is high with 6,000 to 10,000 views per
  month
• AOL Worldwide is now indexing Video Globe Trotter
• Average Monthly Unique Visitors 34,000
• Weather
• Achieve high frequency messaging to the audience
  who monitors conditions daily
• Checking weather conditions goes hand in hand
  with travel
• Presence on the desk top weather application
  affords 100 share of voice
• 52 female
• Average Monthly Unique Visitors 37 million

37
Online Marketing Local Feeder-Markets

• Ads are being placed in the following markets and
  sites
• Atlanta WSBTV.com (ABC)
• Birmingham AL.com
• Chattanooga Timesfreepress.com
• Cincinnati WXIX.com (Fox)
• Greeneville/Spartanburg/Asheville
  foxcarolina.com, WHNS (Fox)
• Huntsville - WHNT.com (CBS)
• Indianapolis WISH.com (CBS), WTHR.com (NBC)
• Knoxville KnoxNews.com
• Lexington lex18.com, WLEX (NBC)
• Louisville WHAS11.com (ABC)
• Memphis Commercial Appeal
• Nashville Tennessean.com
• Paducah WPSDtv.com (NBC)
• St. Louis KSDK.com (NBC)

38
Online Marketing Added Value

• With TDTDs print buys, the Buntin Group has
  negotiated added value, several of those
  opportunities being online components. The
  components will be handled by Paramore-Redd and
  include programs with the following websites

• Going on Faith
• www.goingonfaith.com
• Group Travel Leader
• www.grouptravelleader.com
• Group Travel Planet
• www.GroupTravelPlanet.com
• Heritage Group
• www.leisurepublishing.com
• Madden Media
• www.vacationfun.com
• SYTA (Student Youth Travel Association)
• www.packagetravelinsider.com

• AAA-Home and Away
• www.homeandawaymagazine.com
• AAA Living
• www.aaaliving.com
• ABA Motorcoach Marketer
• www.buses.org
• America's Best Vacations
• www.VacationPlanning.net
• Country Living
• www.CountryLiving.com
• 69.8 female
• Destinations
• www.Destinations.com

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Online Marketing Search Engine Marketing

• Google Yahoo Pay-Per-Click Keyword
  Advertising
• - Google is the strongest search engine on the
  web and offers highly targeted opportunities to
  reach people who are interested in vacationing in
  Tennessee.
• - Yahoo's audience, while smaller, is
  distinctly different from Google. They are still
  a strong player in search marketing and will
  remain on the buy this year.
• - The strongest keywords from the past two
  years have been chosen for the 2009 campaign.
• - Focus this year is switching from just click
  thrus to actual lead generation at an affordable
  cost per lead.
• - Dedicated landing pages are being created to
  help increase conversions.
• - Targeted impressions 16.5 million
• - Targeted click thrus 250,000
• - Targeted leads 7,500
• - Targeted cost per lead 5.00

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Online Marketing TDTD Email Program

• Paramore Redd will again handle TDTDs lead
  generation and TDTDs email program.
• The program provides the opportunity for partners
  to reach potential guests who have specifically
  requested information about vacationing in
  Tennessee at a very affordable rate.
• From June 30, 2007 to June 30, 2008
• TDTD sent 42 emails to 6,409,052 recipients
• From July 1, 2008 to June 30, 2009
• TDTD will send 36 emails to 5,577,260 recipients
• Total active members to date 410,560
• Projected number of leads for FY 08 106,620
• For advertising rates and more information,
  contact
• Amanda Durand
• Paramore Redd
• P 615-324-8997
• adurand_at_paramoredd.com

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Print Co-Op Details Pricing
42
Print Co-Op Details Pricing (contd)
43
Online Co-Op Pricing (contd)

• Overview
• TDTD is pleased to announce two opportunities to
  participate in a co-op program that will enhance
  your destination or tourism product out to
  millions of potential visitors on both major
  websites such as Weather.com and Travelocity.com
  or local feeder-market sites in cities like
  Atlanta, St. Louis and Indianapolis. The benefit
  is that TDTD has already negotiated and reserved
  space on these sites and negotiated rates way
  below rate card value. There are no monthly
  minimums and ParamoreRedd will help create and
  manage the media buy. All the sites are
  geo-targeted within TDTDs targeted 250-mile
  driving radius.
• Option 1 includes a co-branded banner placement
• Double the amount of impressions of a normal
  media buy while cutting your cost in half due to
  State's contribution of purchasing 50 of the
  impressions and splitting the cost with you
  50/50!
• Example creative http//www.thepinkboa.com/comps
  /other_stuff/tdtd/index.html
• NOTE The viewer has the ability to click on
  tnvacation.com or your website allowing the
  consumer a choice of what to explore in
  Tennessee. This opportunity will drive traffic to
  you site while continuing to brand your
  destination or attraction at half the price.
  ParamoreRedd will produce creative and handle
  all elements of the buy. Paramore-Redd will
  produce creative and handle all elements of the
  buy.
• 5,000 minimum media buy
• 500 Ongoing Monthly Project Management
• Option 2 includes media buy
• 5,000 minimum media buy
• 1,800 for Creative, Project Management,
  Reporting and Optimization
• 750 monthly project management, reporting and
  optimization
• Accomplish this through creative rotation with
  the site
• Creative 728X90 banner or 350x250 depends on
  site placement. Some sites have pre-roll
  opportunities and unique placements that will be
  worked out on an individual level.
• NOTE You have the option to use your in-house
  creative talent which will lower the initial
  Creative, Project Management, Reporting and
  Optimization cost to 1,200. 

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Online Co-Op Pricing (contd)

• Partners can choose from the following sites (can
  be multiple selections)
• Away
• Black Planet
• BoomerOpia (Baby Boomer focus)
• Bridal Guide
• Expedia
• Food Network
• GAC
• Group Travel Directory, Prep Travel Leisure
  Group Travel
• History Channel
• HGTV
• NAMG (Includes HuntingClub.com, FishingClub.com,
  CookingClub.com, GardeningClub.com
• Neo-Edge (gaming sites)
• Orbitz
• Pandora
• Southern Living
• Trails
• Trip Advisor
• Travelocity

• Local Sites
• Atlanta WSBTV.com (CBS)
• Birmingham AL.com
• Chattanooga Timesfreepress.com
• Cincinnati WXIX.com (Fox)
• Greeneville/Spartanburg/Asheville
  foxcarolina.com, WHNS (Fox)
• Huntsville - WHNT.com (CBS)
• Indianapolis WISH.com (CBS), WTHR.com (NBC)
• Knoxville KnoxNews.com
• Lexington lex18.com, WLEX (NBC)
• Louisville WHAS11.com (ABC)
• Memphis Commercial Appeal
• Nashville Tennessean.com
• Paducah WPSDtv.com (NBC)
• St. Louis KSDK.com (NBC)

To book your online co-op advertising,
contact Amanda Durand Paramore Redd P
615-324-8997 adurand_at_paramoredd.com
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TDTD Assets Advertising Opportunities

• Miles Media is contracted to handle TDTDs asset
  advertising opportunities, including
• Official Tennessee Vacation Guide
• Tnvacation.com website banner advertising
• Tennessee Welcome Center duratran advertising
• TDTD has discontinued the event brochures as part
  of budget effeciencies but events can always be
  promoted on tnvacation.com at no charge. For
  more information, contact Carlynne.Foster_at_state.tn
  .us
• For advertising info, log onto tnvacation.com/indu
  stry or contact a sales rep
• East Tennessee Rep
• Mary Steadman
• P - 423-323-4330
• Mary.Steadman_at_MilesMedia.com
• Middle West Tennessee Rep
• Abbie Gristy
• P - 731.298.1003
• Abbie.Gristy_at_MilesMedia.com

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TDTD Assets tnvacation.com

• TDTD and website partner, Designsensory, has been
  hard at work with continuing to improve
  tnvacation.com and increase viewership.
• New Initiatives
• Launched new Web 2.0 design
• Launched new video itinerary with Dolly has the
  host and more than 50 videos to choose
• Promotion started with music artists, such as
  Trisha Yearwood for winter 2007, Kix Brooks for
  spring 2008, and Martina McBride planned for
  winter 2008
• Girlfriend Getaway section complete with wowget
  and package links to CVBs
• Culinary section planned for Spring with Food
  Network and Gourmet Magazine as partners

• Stats
• 2007 visitors
  4,622,495
• 2008 visitors YTD (Jan 1-July 31) 2,729,260
• 2007 average daily visitors (Jan 1-dec 31)
  12,466
• 2008 average daily visitors YTD (Jan 1-July 31)
  12,810
• 2007 average monthly visitors (Jan 1-Dec 31)
  385,208
• 2008 average monthly visitors (Jan 1- July 31)
  389,894

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tnvacation.com Industry Partners

• Remember that for our website information to be
  compete and up to date, we need partners to help
  us.
• Please keep your partner page updated and
  enhanced with useful photos and info. If you
  need to learn how, go to www.tnvacation.com/indust
  ry for details

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• The industry page on tnvacation.com also has
  useful advertising, research and PR information
  for you to use. If you have additional
  questions, always feel free to call a TDTD
  representative.

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Niche Marketing Print Flowchart