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Travel Montana

Travel Montana. TAC Meeting. February 4, 2002. Inquiry Reports. Travel Montana, Department of Commerce. 2002. Warm Season Inquiry Report January 1-December 31, 2000 & 2001. Campaign 2000 2001 % Change. Warm Season: Magazine 92,498 69,134 -25%

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Travel Montana

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  1. Travel Montana TAC Meeting February 4, 2002

  2. Inquiry Reports Travel Montana, Department of Commerce 2002

  3. Warm Season Inquiry Report January 1-December 31, 2000 & 2001 Campaign 2000 2001 % Change Warm Season: Magazine 92,498 69,134 -25% Television 22,087 26,805 21% Misc. WS 4,112 4,943 20% TOTAL 118,697 100,882 -15% MT/WY 10,674 19,831 86% General Inquiries 53,176 49,524 -7% GRAND TOTAL182,547 170,237 -7% Travel Montana, Department of Commerce 2002

  4. Winter Campaigns Inquiry Report August 1-January 31, 2001 & 2002 Campaign 2001 2002 %Change Downhill Ski 9,332 14,32453% Snowmobile 597 1,454 144% GRAND TOTAL9,929 15,778 59% Travel Montana, Department of Commerce 2002

  5. Internet Analysis (User Sessions) January 1-December 31, 2000 & 2001 Website 2000 2001 % Change Main Homepage 1,443,491 1,508,618 5% Winter Site* 219,646 291,349 33% Sled the Rockies* 29,356 24,240 -17% MT/WY (3 Parks) 7,601 36,343 378% Lewis & Clark 89,504 151,835 70% Montana Kids! 443,302 423,421 -4% GRAND TOTAL2,232,900 2,435,806 9% Travel Montana, Department of Commerce *August 1- January 31, 2001 and 2002 2002

  6. Campaign Totals 2000 & 2001 Campaign 2000 2001 % Change Warm Season 182,547 170,237 -18% Winter (thru Jan 02)9,929 15,778 59% Internet 2,232,900 2,435,806 9% GRAND TOTAL* 2,425,376 2,621,821 8% Travel Montana, Department of Commerce *Does not include Invite-A-Friend Program Inquiries. 2002

  7. Downhill Skiing -Direct Mail- Travel Montana, Department of Commerce 2002

  8. Quantity: 10,842 Database: Travel Montana Winter Inquirees Aug. 2000-Sept. 2001 Markets: Regional and Midwest Message: EZ Ski/Ride 1-2-3 800# and skimt.com Drop: October 30, 2001 Conversion: 11.81% Travel Montana, Department of Commerce 2002

  9. Travel Montana, Department of Commerce 2002

  10. Downhill Skiing In-State Newspaper Travel Montana, Department of Commerce 2002

  11. In-State Newspaper Campaign FY02 Newspaper Advertising EZ Ski/Ride 1-2-3 Six week campaign: Jan. 13-Feb. 21 Markets: Seven major daily newspapers - Billings, Bozeman, Helena, Butte, Great Falls, Missoula, Kalispell Travel Montana, Department of Commerce 2002

  12. Creative 12 b&w ads 4: 24-column inches Sunday Papers 8: 12-column inches Weekday Papers Travel Montana, Department of Commerce 2002

  13. Winter Banner Advertising Results Travel Montana, Department of Commerce 2002

  14. Summary of Winter Banner Ad Performance by Type of Site Segment Total Click CTR CPC Impressions Throughs % $ Search Engines 1,631,422 12,203 .752.78 Networks 629,883 2,218 .3527.78 Ski Sites 576,725 1,954 .344.25 Traditional 8,855,013 20,971 .24.48 Cross Country 24,164 956 3.961.20 Opt-in Email 90,000 1,590 1.7711.69 TOTAL 11,807,207 39,892 .343.35 Travel Montana, Department of Commerce 2002

  15. Warm Season FY02 Travel Montana, Department of Commerce 2002

  16. Target Market Segments New Publications  Traditional Family Fun Parents More  Active Mature My Generation (AARP)  Photography American Photo Travel Montana, Department of Commerce 2002

  17. Magazine Placement  Mass Media Publications USA Weekend Parade Reader’s Digest Midwest Vacation Guide  Travel Directory Ads Texas Monthly Parents More Backpacker Outside Travel Montana, Department of Commerce 2002

  18. Traditional 1/2-page, double-truck & 1/3-page Travel Montana, Department of Commerce 2002

  19. Traditional Outdoor Enthusiasts RV/Camping, & Trip Planning 1/2-page, double-truck, full page & 1/3-page Travel Montana, Department of Commerce 2002

  20. Active Mature Western History & Culture Traditional 1/2-page, double-truck & 1/3-page Travel Montana, Department of Commerce 2002

  21. Traditional Photography, Outdoor Enthusiast & Mass Media 1/2-page, double-truck, full page & 1/3-page Travel Montana, Department of Commerce 2002

  22. General Audience 1/6-page 4-color Travel Montana, Department of Commerce 2002

  23. Golf 1/6-page b&w Travel Montana, Department of Commerce 2002

  24. Lewis & Clark in Montana  Full-page 4-color  Lewis & Clark National Geographic Traveler American Heritage Preservation Sierra Travel Montana, Department of Commerce 2002

  25. Travel Montana, Department of Commerce 2002

  26. MT/WY/SD Co-op Travel Montana, Department of Commerce 2002

  27. Fourparks.com Campaign  Montana: Glacier National Park, Yellowstone National Park  Wyoming: Yellowstone National Park, Grand Teton National Park  South Dakota: Mount Rushmore National Memorial Travel Montana, Department of Commerce 2002

  28. Components of Campaign  Print (New creative by Wyoming) Ladies Home Journal Family Fun Modern Maturity Audubon AAA Home & Away Reader’s Digest Budget Travel Travel Montana, Department of Commerce 2002

  29. Travel Montana, Department of Commerce 2002

  30. Components of Campaign  Internet Permission-based email Search engines  Fourparks.com (designed by Travel Montana) Travel Montana, Department of Commerce 2002

  31. Travel Montana, Department of Commerce 2002

  32. Travel Montana, Department of Commerce 2002

  33. Lewis & Clark Co-op Travel Montana, Department of Commerce 2002

  34. L&C’s Northwest Journey Partners  Idaho  Oregon  Washington Call-to-action:  nwlewisclark.com (to be designed by Travel Montana Contribution:  $30,000 by each state = $120,000 2002 Travel Montana, Department of Commerce

  35. Media Placement Magazines  American Heritage  Smithsonian  Sunset  Lewis & Clark Travel Planner New Creative  Three ads highlighting the trail (designed by Idaho) 2002 Travel Montana, Department of Commerce

  36. Smithsonian & Lewis & Clark Travel Planner Travel Montana, Department of Commerce 2002

  37. American Heritage Travel Montana, Department of Commerce 2002

  38. Sunset Travel Montana, Department of Commerce 2002

  39. Internet Advertising Travel Montana, Department of Commerce 2002

  40. FY02 Internet Marketing Budget Allocation 2002 Travel Montana, Department of Commerce

  41. Internet Media Options FY02 Search Engines  Yahoo.com  MSN.com  Google.com  HotBot.com  Overture.com  Kanoodle.com  Alloftheweb.com 2002 Travel Montana, Department of Commerce

  42. Internet Media Options FY02 Networks:  Burst!  ValueClick  TribalFusion Portals:  AOL  Montana.com 2002 Travel Montana, Department of Commerce

  43. Internet Media Options FY02 Western History/Culture:  NationalGeographic.com  Discovery.com Outdoor:  GORP.com  Trails.com  GoPlayOutdoors.com 2002 Travel Montana, Department of Commerce

  44. Internet Media Options FY02 Active Mature:  ThirdAge.com RV/Camping:  RVZone.com  RV.net  RVTraderOnLine.com 2002 Travel Montana, Department of Commerce

  45. Internet Media Options FY02 E-mail:  24/7 Media ·1 permission-based email: Travel Interests/Outdoor Enthusiasts category.  Tyzo · 1 personal introduction email to entire membership. 2002 Travel Montana, Department of Commerce

  46. Internet Media Options FY02  EMail Results ·1 permission-based email: Travel category.  EDirect ·1 permission-based email: Travel & Vacations category.  Targitmail · 1 permission-based email: Travel & Recreation category. 2002 Travel Montana, Department of Commerce

  47. Per-Inquiry Television Travel Montana, Department of Commerce 2002

  48. National Television Campaign  National Television (Per Inquiry)  Brain Probe & New Lewis & Clark spot 75% Brain Probe/25% L&C  mid-March through late-May - 37,000 inquiries  Discovery Channel, Travel Channel, Arts & Entertainment, Animal Planet, History Channel, Learning Channel, Lifetime, TV Food Network, Fox News Travel Montana, Department of Commerce 2002

  49. Seattle Television Campaign  PBS “Frontier House”  Sponsoring the airing of this show in Seattle.  Travel Montana receives a 10-second credit at the beginning and end of each hour-long segment, 12 total credits. Travel Montana, Department of Commerce 2002

  50. In-State Television Travel Montana, Department of Commerce 2002

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