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Tourism? In Iowa?

Tourism? In Iowa?. Why is it important? Tourism creates jobs. Employment. Gives workers a start Opportunities for growth Entrepreneurial Put people back to work. Why is it important? Travelers pay taxes. Tax Generation. Schools Public safety Public services. Travel Trends.

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Tourism? In Iowa?

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  1. Tourism? In Iowa?

  2. Why is it important?Tourism creates jobs

  3. Employment • Gives workers a start • Opportunities for growth • Entrepreneurial • Put people back to work

  4. Why is it important?Travelers pay taxes

  5. Tax Generation • Schools • Public safety • Public services

  6. Travel Trends • Shorter trips, more frequently • Staying closer to home • Looking for value • Want a memorable, family experience • Plan digitally, rely on friends

  7. How we share your story Tactics • Advertising • Social Media • Digital • Public Relations

  8. Consumer Insights • Target Audience: Social Moms Demographics • 25-54 year-old woman • Average household income of $84,000 • College graduate • Top priority is spending time with family • Primary vacation decision-makers • Does research online to make decisions for her family

  9. Consumer Insights • Target Audience: Social Moms Media Habits • 28 million US moms are on social networks, representing over 80% of all women with children under 18 in their household1 • 46% of moms says they are on social networking sites several times a day2 • 67% of moms would rather keep their smartphone and lose their TV than vice versa2 Source: SOAM Report Source: Edison Research, Moms and Media 2012

  10. Research Consumer Research: Ideal Vacation Destination

  11. Research Consumer Research: Frustrations/Turn-Offs

  12. Research Consumer Research: Associations With Iowa As A Destination

  13. Research StreetSmart Research Implications

  14. Now, make it relevant

  15. Information Inspiration

  16. Information

  17. Shawna Lode Manager Iowa Tourism Office shawna.lode@iowa.gov 515-725-3090

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