Colorado's Marketing Travel Network: The MTN

Mapping The Traveler’s Journey

from Inspiration to Visitation.

Leveraging CTO’s Success.

Colorado has an incredibly successful Ad campaign.

Learn how to leverage CTO’s success.

Hear Case Studies & Best Practices from industry leaders.

3

1 What is the MTN?

2 Industry Partners

3 Why Join?

4 How to use the MTN

Overview

Cathy had a challenge. Competitors are spending more and CTO’s budget is capped.

She asked us:

‘How can I use data to better understand the Traveler and

market more effectively?’4

The Challenge

5

The Challenge

6

The Challenge

7

The Challenge

8

The Challenge

9

The Answer

1 Capture traveler activity across the industry to understand travel behavior, then use that to drive your advertising and marketing.

2 Identify high-value travelers and target them.

10

The Plan

December 2015 - June 2016In Development● Partners: Google, CPG, Predictive Analytics

May 2016 - August 2016Pilot Program

September 2016Open to the industry

So, we captured the Traveler’s Journey in order to:

● Understand how people travel

● Understand CTO’s role in getting Travelers to

industry partners

● Allow industry partners to participate and collaborate in the Traveler’s Journey **

11

We Built The MTN

12

A Traveler’s Journey

Source: The MTN

Some stats from the Pilot Group

13

How Big Is The MTN?

● 1,900,000 People since inception● 6,500,000 Views (pages, video, etc.)● Adding 40,000 People a day● 40 Members

– 16 DMOs– 21 Attractions – 3 Resorts

Some stats from The MTN

14

What We Capture

● Geographic Location (Longitude/Latitude)● Ads they clicked● Interests● Sites They Visit● Content Viewed● Conversion (if goal pages are in The MTN)

15

Who Is In The MTN?

203 Countries, US is 95% of them

Source: The MTN

16

Who Is In The MTN?

From most major markets

Source: The MTN

17

Who Is In The MTN?

And over their lifetime as they travel to CO

Source: The MTN

18

Things are different now. Here’s why...

19

Reason #1Rich, useful data now replaces

anonymous user data.

The People in the MTN are Travelers

20

Who Are These People?

● Their Geographics, Demographics and Lifestyle

● Their Behavior - What they do● The Context - What Ad captured

them

21

Reason #2Capturing cross-domain

activity allows Upstream &

Downstream Vision.

● Indirect traffic is when a Person goes to the Industry Partner first, then comes to your website.

● For one member, we found Indirect traffic from Colorado.com that was 1,000% (10x) more than direct traffic

22

CTODMO DMO

YOU

Indirects in The MTN

23

A Traveler’s Journey

Source: The MTN

24

Reason #3It allows new and meaningful

collaborations

When Cathy saw what she had, she opened it up.

‘I want everyone to use this!’

25

The Challenge

26

Your TurnLevel 1 - Join

Level 2 - Take Action

27

Level 1 - Join

● A Destination, Attraction, Event or Lodging Property installs a script on their website(s)

● These members help CTO understand the Traveler’s Journey. They help CTO see how their marketing efforts end up in industry partners.

● It’s Free.

28

Level 2 - Take Action

Your segment of the MTN data contains the people you’ve contributed.

You just saw examples.

29

Katy Schneider, CTADirector of Marketing | Visit Fort Collins

30

Targeting Craft Brew

Fort Collins, ColoradoColorado’s Craft Beer Capital

31

● Created initiative for this industry niche.

● Included a Tasting Journal

● Paid Social

● Creating Co Ops with local breweries to help target Foodies

● Leverage $$

Targeting Craft Brew

UNIFY AMPLIFYMEASURE

32

● Created initiative for this industry niche.

● Included a Tasting Journal

● Creating Co Ops with local breweries to help target Foodies

Targeting Craft Brew

33

PK KnickerbockerExecutive Director | Pikes Peak Country Attractions

34

Pikes Peak Country Attractions

● 24 Attractions

● Jointly publish the Visitor Guide with Visit COS

Target Audience

● Mothers considering vacations in CO, Pikes Peak region or Colorado Springs

● DINKs year ‘round

● Drive Markets

● Value-Oriented products

Targeting Families

35

Pikes Peak Country Attractions

● 16 Attractions in The MTN

● 220% - 423% indirect downstream traffic

Targeting Families

36

● 400% More Downstream from PPCA

● Targeted Campaign uses only ⅔ of budget,

Targeting Families

37

Developed initiative to integrate with the industry partners.

16 are participating.

Targeted campaigns to send those downstream.

Targeting Families

38

Andy NeinasOwner | Echo Canyon River Expeditions

39

● Largest Rafting Company on the Arkansas River

● Family Owned

● Up 112% over 2015

Echo Canyon

40

● Participated in PK’s initiative

● Targeting families

● 220% of the paid ads were already in The MTN

● PPCA sending the Target anonymously

Echo Canyon

41

Targeting the Pikes Peak Country Attractions saved ⅓ of Ad Budget.

Conversion Rate up 116%

This campaign is 175% more efficient

Echo Canyon

42

Some IdeasUse The Guide

Take CTO’s Lead

43

Meet Beatrice

Let’s follow Beatrice through her journey for Craft Beer.

We’ll learn how the MTN makes it better for her, the DMO, the Brewery and the Hotel.

44

The Target

Marketers define their high-value target audience. If you’ve got wonderful Craft Beer, Beatrice is your target. That might mean Co-Op dollars.

45

Ad Target Beatrice

Targeted ads show Beatrice Colorado’s Craft Beer tours. She clicks. She’s in the MTN.

46

A Warm Conversation

Beatrice comes to the DMO website. It shows her the free Journal and a 3-day Craft Beer package. She goes to the hotel website and sees the package.

47

Optimize

CTO knows the Craft Beer went deep into the MTN. They buy more ads for Beatrice. It closes the loop and tells CTO & the DMO ‘more Beatrice!’

48

What Beatrice Gets

● A great experience, more convenient travel planning

● A DMO website that shows Craft Beer videos and suggestions for finding Craft Beer

● A Journal when she shows up in the destination with her name on it

● A personal connection with the brands

49

What the DMO Gets

● Leverage CTO’s power and scale

● Vision Downstream● Personalization● Insights into their

contribution downstream

50

What the Business Gets

50

● Vision Upstream● People, not Data● Personalization● Ad Targeted

Old Way The MTN

Please Join Level 1Help CTO bring you Travelers

Put this script on your website in the <head> section:<script src="

//d3c3cq33003psk.cloudfront.net/opentag-160716-pollinator.js" async defer></script>

Thank You!Stop by our table and sign up

internethoney.com/themtn