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Paul J. Sacco Executive Director

Paul J. Sacco Executive Director. MOTT: Mission.

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Paul J. Sacco Executive Director

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  1. Paul J. Sacco Executive Director

  2. MOTT: Mission MOTT is the state agency dedicated to promoting Massachusetts as a travel destination in order to stimulate the Massachusetts economy by generating state and local tax revenues, creating jobs, and supporting the growth of travel-related businesses.

  3. THE BIG NUMBERS • Total person trips 31.2 million • Domestic travel 29.8 million • International travel 1.4 million • Direct Spending $12.46 billion • Payroll $ 3.1 billion • Jobs 125,300 • Wages Paid $3.2 billion • State and local taxes $808.1 million • Lodging Taxes (FY2006) $130.1million (up 7.2%) (CY2006)

  4. MOTT’s Domestic Markets • Key markets: New York City & Hartford/New Haven DMAs and Massachusetts • Origin of 31.2 million visitors: 5.7 million (18%) from Mass 4.7 million (15%) New York 4.3 million (14%) Connecticut 1.4 million (5%) New Jersey 5.7 million (18%) Combined N.H.,Me.,Vt. And R.I. 1.8 million (6%) Combined Ca., and Pa. 1.4 million (5%) International 5.1 million (16%) Other

  5. Domestic Visitor Profile: • Average overnight visitor spends 3.9 nights in MA • 50% of overnight visitors stay in paid accommodations • 71% of all visitors traveled in their own vehicle • 75% of visitors traveled without children • Average household income $79k

  6. Top trip activities • Shopping (35%) • City/Urban sightseeing (16%) • Visiting Historical places (15%) • Beach activities(14%) • Rural sightseeing(10%) • Visiting Museums, Aquarium, Zoos (8%)

  7. 2006 Brand Campaign • $3 million in total media spend • Focused on metro NY/NJ, Mass, Connecticut • All-new TV and print • TV shifted from spot network to cable • Expanded online media and reduced print reflect changing media habits • All media drive customers to massvacation.com • Make It Yours tagline

  8. 2006 BRAND PRINT: Beach

  9. 2006 BRAND PRINT: B&B

  10. 2006 BRAND PRINT: Urban

  11. Domestic Marketing: Fall 2006 FSI • August 27, 2006 • Circ: 650,000 • Distribution: NY Newsday - NY Daily News - Bergen County Record -Hartford Courant - Westchester Journal News • Distribution to AAA offices • 8 pages, full color

  12. Lodging Promotions • Targets value-conscious travelers • Lodging + breakfast • 6 price points; $79, $99, $149, $179, $209 and $229 • Including a free breakfast for two • Web-based program • Targets: Massachusetts, New York, Connecticut • Broadcast and online media + emails to MOTT’s best customers

  13. Lodging Promotions WINTER (November 15-March 31) • 222 properties • Partners: GBCVB ($300,000) and lodging properties ($80,000 in room nights for barter) and $350,000 MOTT • $730,000 in media: radio, direct mail, online SPRING (April 10 –June 18) • 261 properties • $262,570 in media: TV, radio, online

  14. Lodging Promotions SUMMER (June 29-Augsut 31) • 161 properties • Partner: GBCVB ($100,000) • $250,000 in media: Radio, TV,online

  15. Massachusetts Getaway Guide • 750,000 circulation including 210,000 in-home delivery to New York Times subscribers in metro New York • New features; new winter section • New online reader service program • New, easy-to-use lodging grids

  16. Getaway Guide Conversion study of Guides ordered online: • 31% made decision to travel to Mass after ordering Guide • 49% revisited massvacation.com after ordering Guide • 93% said Guide was helpful • 80% said massvacation.com was helpful

  17. massvacation.com • Features more than 3,000 attractions, activities, and lodging • 705,000+ unique visits in first 5 months of CY2006 • New site under development • Based on user input • All- new design and architecture • New content to market all areas of the state • New functionality

  18. Brand Campaign Economic Impact . Out -of-stategeneratedover $55 mill. in travel related expenditures. For every 1$ spent we got $29 in return and $1.98 in state and local taxes. . In-state: over $5 mill. in travel related expenditures. For every $1 spent we got $28 in return and $1.89 in state & local taxes. (2005 spring/summer brand campaign)

  19. Domestic Public Relations • FY05 PR Value: - $10 million (ad equivalency) - 50-to-one ROI for - 171 million circulation • NYC Media Event • FY06: Exciting new FAMS in the pipeline: • Beach Bum Tour – July • Coastal Communities – September • Back to School – October • Romantic Getaways – February

  20. Domestic Public Relations

  21. MOTT & DISCOVER NEW ENGLAND MOTT works with DNE to promote Massachusetts internationally in cooperation with the other 6 New England States.

  22. . Dertour this July . Travel One . The Daily Mail . American Airlines . Geo Saison . CRD International . The Daily Mirror . BBC Good Homes . Elegance Magazine .Titan Travel Hosted 20 FAMS in FY06: including

  23. MA Hosted 2006 DNE Summit • Fairmont Copley Plaza Boston • March 20-22, 2006 • 367 attendees • largest number of international tour operators • pre and post FAMS showcased MA • special thanks to the Fairmont Copley Plaza Boston; the GBCVB; the Cambridge Office for Tourism; the Lenox Hotel Boston and the Colonnade Hotel Boston.

  24. RESEARCH • MOTT tracks: economic impact; visitor volume and behavior; web use; fulfillment data; lodging, attractions, and airport data; lodging occupancy tax; and ROI brand campaign. • Advertising Effectiveness: measured effectiveness of spring 06 brand campaign; results used in developing upcoming 07 campaign. • Segmentation Study: identified best trip types to focus MOTT’s marketing programs.

  25. DOMESTIC GROUP TOUR • Proactive in marketing the state as group tour destination • Collaborates with other New England states • MOTT leads delegations at major trade conventions; distributes leads to Destination Marketing Organizations and suppliers • Print ads in major trade magazines; The Courier Destination Student & Youth Traveler

  26. DOMESTIC GROUP TOUR Examples of new Tours to MA • Sports Leisure Vacation of California - Massachusetts 7-day tour in 2006 • USA Educational Adventures: - 700+ students on Massachusetts’ Patriot Tours in 2007 Mary Hayes: Group Tour/Special Events Manager

  27. DOMESTIC GROUP TOURMajor Association Partners • Student Youth Travel Association Annual Convention September 8 –13, 2006; hosted by GBCVB; MOTT is major sponsor • Massachusetts Domestic Group Tour Caucus Fall 2006 • Ontario Motorcoach Association Annual Convention Nov 11-15, 2006 • National Tour Association Annual Convention Nov 2-8, 2006 • American Bus Association Annual Convention Jan 26-Feb 1, 2007

  28. FY’07 Projected Budget • MOTT: $8.5 million • Earmarks: 5,250,000 to 21,838,000 million • RTCs: $7.9 million

  29. Looking Forward • Expanded 2007 Brand Campaign • New www.massvacation.com • Enhanced Public Relations Program • More Media Events • New Integrated Fulfillment System

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