Summer Campaigns Overview 7.22 · •35% say they could be convinced to take a trip this year that...

Summer Campaigns Overview7.22.2020

Travel SentimentThe Down Side• Nearly 42% of American travelers now say they don’t have any trip plans for the remainder of 2020. • Only 41% express any meaningful enthusiasm about the possibility of taking a getaway in the next month • As of July 12th only about 14% of American travelers feel the pandemic will get better in the US in the next

month• Nearly two-thirds feel it will get even worse.• Approximately 40% of those surveyed said they expect they will be traveling in the Fall. This number was

about 50% in June.

The Up Side• 36% feel open to travel inspiration. • 35% say they could be convinced to take a trip this year that they hadn’t previously considered. • 41% say they are excited to learn about travel experiences or destinations to visit. • Travelers continue to report being twice as likely to travel by personal car (67%) than by any other form of

transportation.

Sources: Destination Analysts: Corona Virus Travel Sentiment Index Report

MMGY

In-State

6/8-7/31

Unrestricted States

7/3-8/2

Driving States

8/3-9/27

Maine In-State Campaign

Revisit MaineMaine is famously known as “Vacationland”. We inspire Mainers to rediscover and revisit the places that they’ve been longing for in the state they call home. And perhaps find new ones along the way.

BVK MOT MOT3W196H Calling 30 YouTubePreRoll

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“Calling”

:30 AVO The Maine Office of Tourism, encouraging you to get back out there and gain a whole new appreciation for Maine by returning to favorite spots and discovering new ones, and exploring everything that makes Maine uniquely Maine. The jagged mountains and rolling rivers are calling. The secluded trails and abundant forests are calling. Just like they have been for over two centuries. Revisit and reconnect with the places Mainers call home. For inspiration and itineraries, go to visit Maine dot com.

“Calling”

:18 AVO The Maine Office of Tourism, reminding you that right now is the perfect time to revisit andreconnect with the places Mainers call home. By returning to favorite spots and discoveringnew ones. And exploring everything that has made Maine uniquely Maine. For inspirationand itineraries, go to visit Maine dot com.

Camping Dining

Adventure Hikes

Digital Banner Ads

Social Ads

Social Ads

Social Video Ads

Social Video Ads

Social Video Ads

In-State: Budget + Objective

Media Budget: $380,972 (June and July)

Objective: raise awareness and drive landing page visits

Target: In-State demo (all of Maine)/Local demo (people looking on specific news sites including local news that does well with audiences), A25-54 + Travel Intenders, A18+

In-State Media Plan

June 8June 15

Local TV• Bangor• Portland• Presque Isle

Demo: A25-54(2) :30 Spots75% Reach 6x Frequency1.9m Impressions

3-week flight

Statewide NPR• Weekday 10-7• Weekend 7-7• :30 and :18 reads

Demo: A25-54

124 total mentions

4-week flight

June 8

Digital• Banner Ads• Video Ads• Connected TV

Demo: Maine Residents

6.6mm Impressions

4-week flight

June 10

Social• Facebook• Instagram

Demo: Maine Residents

6.6mm Impressions

3-week flight

June 1

Paid Search

Demo: Maine Residents + travel Intenders East of the Mississippi

10mm Imp. (year)

on-going

June 8

Video• YouTube

Demo: Maine Residents

6.6mm views

8-week flight

19

IMPRESSIONS

Digital - (Display, OLV, CTV ) 11,972,010

YouTube 1,698,430

CLICKS

Digital (Display, OLV, CTV) 16,319

YouTube 495

CTR (.10% is benchmark)

Digital (Display, OLV, CTV) 0.14%

YouTube 0.03%

In-State: Digital Results

COMPLETED VIEWSConnectedTV (CTV) 566,122On-Line Video (OLV) 1,181,139YouTube 960,265

Video Completion Rate (VCR)CTV: 99% (85% is benchmark)

OLV: 47% (Optimizing towards landing page hits, not VCR for this, which is why it is lower)

YouTube: 57% (15% is benchmark)

June 8-July 10

20

In-State: Top Sites

In-State: Search

• 138,346 impressions

• 3,261 clicks

• 2.36% click through rate

• $0.75 cost per click

• 1,246 conversions

• 38% conversion rate

• $1.95 cost per conversion

• 16% bounce rate

• 190 second average visit duration

• $2,430 total spend

In-State: Web Site Metrics

Avg Session Duration 1 minute and 20 seconds

Site Visits 14,869

Conversions (total click-throughs + view-throughs) • Total LP Conversions: 8,713• Guidebook: 18• E-Newsletter: 4

June 1-July 10

Unrestricted States Campaign

NH, VT, NJ, NY, CTJuly 5-Aug 2

Maine Welcomes You BackCan you hear it calling? The pristine waters and natural settings are waiting. Now is the time to discover or rediscover the diverse landscapes of Maine for yourself. You’re ready to explore everything that has made Maine, uniquely Maine. And we’re ready to welcome you back.

Banner Ads - VT/NH

Banner Ads – NY, NJ, CT

Pandora Radio Spot + Companion Banner Ad

Unrestricted: Budget + Objective + Target

Media Budgets: $225,000 for NH/VT + $283,210 for NJ/NY/CT= $508,210

Objective: raise awareness of open travel to Maine and encourage web visits

Target: Travel Intenders, A18+ 5 unrestricted states (NH, VT, NJ, NY, CT)

Unrestricted Media Plan

July 5

Digital• Pandora Radio• Banner Ads• Video Ads• Connected TV

Demo: Travel IntendersA18+

39.4mm Impressions

4-week flight

July 5

Paid Search

Demo: Travel IntendersA18+

10mm Impressions (year)

on-going

July 5

Video• YouTube

Demo: Travel Intenders A18+

1mm views

8-week flight

31

IMPRESSIONS

Digital/Pandora (display, OLV, CTV, audio): 3,282,164

YouTube: 182,521

CLICKS

Digital/Pandora (display, OLV, CTV, audio): 4,450

YouTube: 79

CTR (.10% is benchmark)

Digital/Pandora (display, OLV, CTV, audio): 0.14%

YouTube: 0.04%

Unrestricted: Digital Results

COMPLETED VIEWSConnectedTV (CTV): 47,952On-Line Video (OLV): 98,981YouTube: 103,742

Video Completion Rate (VCR)CTV: 98% (85% is the benchmark)

OLV: 41% (Optimizing towards landing page hits, not VCR for this, which is why it is lower)

YouTube: 57% (15% is benchmark)

July 5-10

32

Unrestricted: Top Sites

Unrestricted: Search• Impressions: 164,529 impressions

• Clicks: 9,740 clicks

• CTR: 5.92% (1% is industry benchmark)

• Cost per click: $0.75 (low)

• Conversions: 3,315

• Conversion rate: 34% (high)

• Cost per conversion: $2.21

• Bounce rate: 15%

• Average time on site: 106 seconds (high)

• Total spend: $7,342 total spend

Unrestricted: Web Site Metrics

Conversions (total click-throughs + view-throughs) • Total Landing Page Conversions: 2,048• Guidebook: 14• E-Newsletter: 1

July 5-10

Safe Campaign

8/4-9/27

TV Ad

Print

OOH

OOH

OOH

Prospecting Digital Ads

Retargeting Digital Ads

Social Ads

Safe Campaign

Media Budget: $1,513,050 August - October

Objective: raise awareness and drive landing page visits

Target: Five unrestricted states geo, A25-54 + Travel Intenders A18+

Media Outreach

• Proactive pitching of Maine story ideas

• Responding to all appropriate leads• Media continues to look for information on outdoor

opportunities, road trips, and attractions that are practicing healthy and safe procedures. The number of leads and requests that are seeking examples of safe travel have risen significantly in the past three week.

• Creating content to be used in future pitching

• Planning media visits now and into fall

Organic Social Media

• Partnering with Maine-based influencers for Instagram content

• Focusing more on driving traffic to Maine Trip Tips and Maine Happenings on VisitMaine.com

• Featuring beautiful imagery and serene settings

• Closely monitoring and responding to comments and requests for additional information

Thank you