Transcript Kentucky Department of Travel and Tourism Mike Mangeot, Commissioner Year In Review • • • • • • Advertising Earned Media International Marketing Events Web Research.

Kentucky Department of
Travel and Tourism
Mike Mangeot,
Commissioner
Year In Review
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Advertising
Earned Media
International Marketing
Events
Web
Research
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Advertising
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Worked with Creative Alliance to refresh our
advertising look and feel.
Agenda
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Advertising
Agenda
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Advertising Re-Design
Agenda
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Advertising Re-Design
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Advertising Re-Design
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Earned Media
• Hosted Brand USA FAM featuring 5 international writers
• Worked with MRC to host 6 international writers
• Hosted two FAMs (total of 12 journalists) with Lofthouse
(Feb./Oct.)
• Hosted 31 individual journalists
• Media trips to New York (May) and San Francisco (Oct.)
• AGLOW Conference
• Numerous “Best of” mentions in USA Today, Southern
Living, etc.
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Earned Media
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Earned Media
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International Marketing
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Visit Kentucky USA
Continued representation in Canada and Japan.
Tour Operator FAM
Travel South USA International Showcase
US Travel Association IPW
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Events
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Web
• 2.88 million visits: 17% increase
• 469,349 exit links to industry
partners: 6.5% increase
• International visits: 9%
increase
764,708 visits on tablet/mobile
devices: 45% increase
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Web
Top 5 Landing Pages:
1. Events
2. Cabins, Cottages & Condos
3. Things to Do
4. Campgrounds
5. Home Page
Top 10 States:
1. Kentucky
2. Ohio
3. Indiana
4. Tennessee
5. Illinois
6. Michigan
7. Georgia
8. California
9. Florida
10. Texas
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Research
• TNS Kentucky Travels America Visitor Profile
– 20.5 million visitors annually
– For every person who lives in Kentucky, 5 people visit
– 63% of all tourism dollars spent come from out-of-state
visitors
– 87% of out-of-state visitors rated their satisfaction level as
Very High
– Out-of-state leisure visitors spend more than twice as
much as in-state travelers.
– Full report posted online kentuckytourism.com/industry
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A Look Ahead
2015
Agenda
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2015 Spring Co-ops
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Blue Ridge Outdoors (print & online)
Cooking with Paula Deen
Dreamscapes Magazine
Country Living
Endless Vacation
Every Day with Rachel Ray
Family Circle, Family Fun & Parents
Kentucky Living
Kentucky Monthly
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Long Weekends
Ohio Magazine
Southern Living
The Group Travel Leader
Collinson Media (Online
banners/Pre-Roll)
• Madden Media (SEM)
• Kentucky News Network (radio)
• Time Warner Cable (television)
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Research
• Have commissioned an ROI study – results expected
before the end of the year
• Conducting Focus Group research in four markets –
two traditional and two non-traditional
• Will also be testing some new advertising concepts
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2015 Official Visitors Guide
• Available December
• On the shelf Jan. 1,
2015
• Will be shipped to
consumer and trade
shows when
requested.
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Kentuckytourism.com
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Responsive Design
Completely new look
Will provide seamless experience across
multiple platforms
Encourage more social media engagement
Attract more visitors to website
www.kentuckytourism.com
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Culinary Initiative
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Background
Earned media/Culinary FAM tour
Social Media
Build consumer itineraries tying culinary experiences with
other visitor experiences
• Targeted Advertising
• Alliances – Secrets of Bluegrass Chefs, Kentucky Restaurant
Association
• www.kentuckycuisine.com
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Thank you!
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