WADMC 2013 Strategy Recommendations

1. WADMC 2013 Strategy Recommendations September 12 , 2012

2. Welcome Robin Carson, General Manager, Kingsmill Resort

3. Agenda • 2012 Review • Results • 2013 Strategies • Next Steps

4. Buying Demo: A25-54 February March April May June July August 30 6 13 21 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 Total TRPs Total Cost LOCAL TV New York Attraction Spot TV Attraction Spot Cable WADMC Spot TV 905 $ 578,094 100 96.8 97.8 97.6 52 53.6 53.6 38.2 60.2 39.8 59.6 40.4 57.4 58 WADMC Spot Cable 222 $ 178,538 24.2 24 24.4 22.2 22.2 22.2 20.4 20.8 21 20.8 VTC Co-Op -Spot TV 391 $ 251,451 49.4 50 43.4 44 45.4 40 39.8 41 37.8 VTC Co-Op -Spot Cable 0 $ - 0 Total GRPs 1,518 $ 1,008,083 125 125 125 120 100 100 80 120 80 120 80 120 120 Philadelphia Attraction Spot TV Attraction Spot Cable WADMC Spot TV 945 $ 224,723 100 103 99.8 99.8 63.4 59.4 44.4 40.4 63.2 40.4 59.6 59.6 61.8 50 WADMC Spot Cable 215 $ 67,167 25 25 25 20 20 20 20 20 20 20 VTC Co-Op -Spot TV 355 $ 85,357 26.4 19.8 38.6 43.2 41 48 39.2 25.4 37.8 36 VTC Co-Op -Spot Cable 0 $ - Total GRPs 1,515 $ 377,247 125 125 125 120 100 100 85 120 85 120 85 120 120 Washington D.C. Attraction Spot TV Attraction Spot Cable WADMC Spot TV 1,106 $ 312,715 109 109 108 108 48.2 42 69.8 74.4 67.8 72.2 79 73.8 84.2 60.6 WADMC Spot Cable 230 $ 108,390 25.4 25.4 25.4 25.4 25.4 25.4 20.2 17.6 23 17 VTC Co-Op -Spot TV 240 $ 76,883 24 22.6 29.4 32.2 31.4 22.2 19 21.2 20.4 17.6 VTC Co-Op -Spot Cable 20 $ 10,776 5.2 4.8 4.8 5.2 Total GRPs 1,596 $ 508,764 135 135 135 135 95 95 125 100 125 90 125 90 125 80 Raleigh-Durham Attraction Spot TV Attraction Spot Cable WADMC Spot TV 1,113 $ 78,523 107 118 107 105 44.2 49.6 74 68 84.4 74 84.2 69 75.4 53 WADMC Spot Cable 232 $ 26,333 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 VTC Co-Op -Spot TV 203 $ 16,082 22.8 21.8 20.6 21.2 20.8 14.6 20.8 25.6 16.8 17.8 VTC Co-Op -Spot Cable 20 $ 2,094 5 5 5 5 Total GRPs 1,567 $ 123,032 135 135 135 135 90 90 125 90 125 90 125 90 125 70 WADMC Total: $ 1,574,483 VTC Co-Op Total: $ 442,643 Grand Total: $ 2,017,126 Savings: $ 24,755

16. 25% increase in booking revenue Over $2.0M in booking engine revenue during first 8 months Results! 17,414,900 references to www.VisitWilliamsburg.com 54% increase in web visits 80,198,637 consumer impressions 58 Top-tier feature placements

17. Creative & Media Sally McConnell, Director Brand Strategy & Marketing Communications,The Colonial Williamsburg Foundation

18. What we measure • How the advertising performed (ad -generated awareness) • How we’re reaching the target audience (what media they use) • Are they planning to visit (intent to visit)

19. Who we target and where they live • Gen X family travelers with an emphasis on Mom as the primary vacation planner • Key DMA’s: New York Philadelphia Washington, DC Raleigh -Durham

20. Post- advertising study • Annual online survey of 1,000 family travelers (25 plus with children) in key DMA’s • Survey is conducted after the television campaign is done—June 11-16 • Margin of error is 3% in 95 out of 100 cases; 6.2% by market in 95 out of 100 cases • Firm is Edelman/Berland, formerly Strategy One

21. Interest levels have undergone their largest one-year increase to date Interest in visiting Williamsburg for a family vacation is at an all-time high On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a family vacation in the Williamsburg area?

22. Likelihood of traveling to Williamsburg has rebounded from last year’s dip Total Likely: 27% Total Likely: 48% Total Likely: 38% Total Likely: 43% How likely are you to visit the Williamsburg, Virginia area for a family vacation in the next 12 months? [2009: six months]

23. Television is the most cited source of Williamsburg advertising Where do you recall seeing the advertisement for Williamsburg, Virginia? Please select all that apply. [Results among respondents who recall Williamsburg advertising; N=281]

24. Online is the preferred booking method 79% 6% 1% 13% travel agent smart phone online call destination Which is your preferred method of booking travel and hotel accommodations when planning a family vacation?

25. WADMC advertising-generated interest in visiting Williamsburg declined slightly. On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281]

26. Scorecard Spend does not include admin.

27. Keys to 2012 Media & Creative Success The message reached its target Digital worked hard to deliver bookings • Television is the most cited source of Williamsburg advertising

28. Challenges

29. WADMC advertising-generated interest in visiting Williamsburg declined slightly to last year which may due to creative fatigue. On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281]

30. 9% decrease Flat budget means less buying power $3.15 million $2.88 million

31. Creative fatigue and a flat budget means the campaign has to work harder next year. • Assume a level budget for creative and media • Create a new 30 sec. spot • Add new footage from the major attractions • Create a new script, new voice-over, new message and new music

32. Buying Demo: A25-54 February March April May June July August 30 6 13 21 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 Total TRPs Total Cost LOCAL TV New York Attraction Spot TV Attraction Spot Cable WADMC Spot TV 905 $ 578,094 100 96.8 97.8 97.6 52 53.6 53.6 38.2 60.2 39.8 59.6 40.4 57.4 58 WADMC Spot Cable 222 $ 178,538 24.2 24 24.4 22.2 22.2 22.2 20.4 20.8 21 20.8 VTC Co-Op -Spot TV 391 $ 251,451 49.4 50 43.4 44 45.4 40 39.8 41 37.8 VTC Co-Op -Spot Cable 0 $ - 0 Total GRPs 1,518 $ 1,008,083 125 125 125 120 100 100 80 120 80 120 80 120 120 Philadelphia Attraction Spot TV Attraction Spot Cable WADMC Spot TV 945 $ 224,723 100 103 99.8 99.8 63.4 59.4 44.4 40.4 63.2 40.4 59.6 59.6 61.8 50 WADMC Spot Cable 215 $ 67,167 25 25 25 20 20 20 20 20 20 20 VTC Co-Op -Spot TV 355 $ 85,357 26.4 19.8 38.6 43.2 41 48 39.2 25.4 37.8 36 VTC Co-Op -Spot Cable 0 $ - Total GRPs 1,515 $ 377,247 125 125 125 120 100 100 85 120 85 120 85 120 120 Washington D.C. Attraction Spot TV Attraction Spot Cable WADMC Spot TV 1,106 $ 312,715 109 109 108 108 48.2 42 69.8 74.4 67.8 72.2 79 73.8 84.2 60.6 WADMC Spot Cable 230 $ 108,390 25.4 25.4 25.4 25.4 25.4 25.4 20.2 17.6 23 17 VTC Co-Op -Spot TV 240 $ 76,883 24 22.6 29.4 32.2 31.4 22.2 19 21.2 20.4 17.6 VTC Co-Op -Spot Cable 20 $ 10,776 5.2 4.8 4.8 5.2 Total GRPs 1,596 $ 508,764 135 135 135 135 95 95 125 100 125 90 125 90 125 80 Raleigh-Durham Attraction Spot TV Attraction Spot Cable WADMC Spot TV 1,113 $ 78,523 107 118 107 105 44.2 49.6 74 68 84.4 74 84.2 69 75.4 53 WADMC Spot Cable 232 $ 26,333 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 VTC Co-Op -Spot TV 203 $ 16,082 22.8 21.8 20.6 21.2 20.8 14.6 20.8 25.6 16.8 17.8 VTC Co-Op -Spot Cable 20 $ 2,094 5 5 5 5 Total GRPs 1,567 $ 123,032 135 135 135 135 90 90 125 90 125 90 125 90 125 70 WADMC Total: $ 1,574,483 VTC Co-Op Total: $ 442,643 Grand Total: $ 2,017,126 Savings: $ 24,755

33. Website Content and Booking Engine Susan Bak, Senior Director of Marketing & Retail Operations Jamestown-Yorktown Foundation

34. The Keys to 2012 Web Content Success Improved/updated website content Improved functionality/supported advertising creative Inspired consideration of area and repeat visitation Improved website management

35. The Keys to Booking Engine Success Provided highly-functional booking engine Ensured fully trained reservations staff

36. Public Relations Priscilla Caldwell, Executive Director, Williamsburg Hotel/Motel Association

37. The Keys to 2012 PR Success Refocused efforts towards high circulation national media Website call to action ubiquitous Targeted broadcast outlets

38. 2013 Recommended Strategies Robin Carson, EVP & Managing Director, Kingsmill Resort

39. 2013 Creative & Media Strategy: Building on the Success of 2012 • Target media & communications to Gen X families with a focus on Mom, the family vacation decision maker • Align media with spring break planning window • Extend the media buy as long as possible • Align media purchase with the major attraction plans

40. 2013 Web Content Strategy: Building on 2012 Success • Merge visitwilliamsburg.com with explorewilliamsburg.com • Develop compelling content • Enhance website performance through optimization • Ensure highly-functional booking engine and trained staff

41. 2013 PR Strategy: Building on the Success of 2012 • Survey the media to shape key messages • Produce Washington, DC media event • Secure feature articles • Target promotional broadcast opportunities

42. Next Steps • Agreement to move forward with 2013 Strategies • MRTF will present 2013 budget & marketing plan December 10