Massachusetts Office of

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• Massachusetts Office of
• Travel TourismMassachusetts Film
  OfficeMassachusetts Sports Marketing

Betsy Wall, Executive Director
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THANK YOU TO OUR SPONSORS
2012 Conference Sponsors

• Marketplace Sponsors
• AAAAlbany Times UnionAt-Hand Apps, LLCBoston
  Chocolate ToursBoston Globe MediaBoston
  Herald/Bostonherald.comBroadway in
  BostonFaneuil Hall Marketplace Assembly
  RowGroup Tour MediaMadden MediaMeredith Travel
  MarketingNittany Valley OffsetSteaming Tender
  RestaurantTravelocityTripAdvisorYankee
  Publishing Inc.

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WHY DOES TOURISM MATTER?ECONOMIC IMPACT OF
TRAVEL IN MA (CY 2011)
Domestic International TOTAL
Travel expenditures 14.6 Billion 2.3 Billion 16.9 Billion (Up 8.9)
Jobs 106,800 17,900 124,700 (up 2.4)
State and Local Taxes 921 Million 138 Million 1.1 Billion (up 9.7)
Source USTA,2010
DOMESTIC INTL TOTAL
Number of Visitors 19.2M 2.1 M 21.3 M
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Top Origin Markets- CY2011

• Domestic Volume
• Boston media market 6,300,000
• New York 1,800,000
• New Hampshire 1,600,000
• Connecticut 1,600,000
• Rhode Island 800,000
• Visitor Profile
• 33 originate in MA
• 76 arrive by car
• 28 travel to visit family/friends

• International Volume
• Canada 700,000
• United Kingdom 222,000
• Germany 120,000
• France 69,000
• Japan 49,000
• Emerging Markets
• China 139,000
• Brazil 54,000
• India 50,000
• Massachusetts ranks 6th in US

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Travel Trends for FY13
Geo Heat Map
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Audience is getting younger
Domestic Audience Age Range Representation
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MOTTS PORTFOLIO
MOTTS PORTFOLIO
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FOCUS ON INTERNATIONAL

• INTERNATIONAL MARKETING PROGRAM
• CANADA- launch a major consumer
  and trade initiative -
• TV, print digital advertising
• UK - launch significant
  partnerships and promotions
• JAPAN - support strengthen the new Japan
  Airlines flight
• CHINA,
  INDIA, BRAZIL - invest in emerging
  markets

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BRAND USA MASSACHUSETTS

• BRAND USA first-ever international marketing
  campaign.
• Massachusetts international programs will be
  aligned
• Visit Florida, Orlando, Las Vegas California
• International arrivals to the U.S. potential
  growth
• 36 from 59.7 million arrivals in 2010 to 81
  million arrivals by 2016
• generating an additional 88 billion in revenue
  and supporting 629,000 jobs in the U.S.

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Growth in Visits to U.S. from 2007 to 2011
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MASSACHUSETTS FILM OFFICE

• 2012 - 6 feature films, 1 TV pilot, 1 TV Movie of
  the Week

• 2010 - Present 24 major feature films and 4 TV
  pilots.

• R.I.P.D . (NBC /Universal) spend - 108m in
  Massachusetts 950 local crew and 3,300 extras.

• Labor Day (Paramount Pictures and Indian
  Paintbrush) spend - 34.4m - 300 local crew

• New England Studios - first stage of a
  state-of-the-art television

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MASS SPORTS OFFICE

• Confirmed Events
• 2013 ATT American Cup March 2 - Worcester
• 2013 World Synchronized Team Skating Champs April
  2-6 Boston
• 2014 US Figure Skating Championships January 5-12
  Boston
• MA Olympians reception Late September.
• Greater Springfield Sports Commission

Shannah McArdle Director Shannah.McArdle_at_state.m
a.us
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Content Marketing Strategy
content marketing   communicating with your
customers and prospects without selling. It is
non-interruption marketing. Instead of pitching
your products or services, you are delivering
information that makes your buyer more informed.
As brands increase their social footprint, they
take advantage of users who are motivated to
share branded content with their social circles
thus igniting a momentum effect.
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Goals for FY13

• Fresh, relevant timely content across all
  channels
• CHANNELS - Aggressively acquire new prospects
  across all channels, but with a priority of
  Facebook, Twitter Mobile Phone (for Text
  program)
• ASK A LOCAL - incent/acquire more
  locals-generated tips and launch an Android
  version of the app (late 2012)
• MILLENIALS focus on younger generation - expand
  video content

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UPCOMING TOURISM EVENTS
TOURISM U Friday, September 21 Clark Art
Institute, Williamstown (in the café) 1000am
International (90 min) 1200pm Research (60
min) 100pm End Monday, September
24 Co-sponsored by Senate President Therese
MurrayRadisson Hotel Plymouth Harbor 900am
International (90 min) 1100am Research (60
min) 1200pm End RSVP to Execdirector.mott_at_stat
e.ma.us