SEPTEMBER 22 , 2011MISSOURI GOVERNOR’S CONFERENCE ON

ECONOMIC DEVELOPMENT

Missouri Division of Tourism

TO LEAD MISSOURI IN BECOMING ONE

OF AMERICA’S MOST MEMORABLE

TOURIST DESTINATIONS

VISION

TO MARKET TOURISM AND

INCREASE REVENUE EACH YEAR FOR THE STATE OF MISSOURI

MISSION

1. POSITION THE STATE TO COMPETE MORE EFFECTIVELY FOR TRAVEL AND TOURISM MARKET SHARE DURING THE NEXT DECADE.

2. EXPAND THE DIVISION’S OUTREACH TO AND LEADERSHIP OF THE MISSOURI TOURISM INDUSTRY

3. ENHANCE THE EFFECTIVENESS OF THE MISSOURI DIVISION OF TOURISM

STRATEGIC GOALS

MO Travel Agenda

Travel Staff Expertise

Industry

Competition

Travelers

Tourism Impact

The Numbers

Tourism is one of Missouri’s top industries During FY 10, Missouri had 281,253 employees in

tourism Tourism expenditures topped $7.42 billion dollars

statewide in the 17 tourism-related SIC Codes These SIC codes include:

Eating places Golf Courses Campgrounds Hotel/motel Boat rental Tourist attractions

Media/Advertising Markets

Target Markets

MDT’s Marketing Budget FY10

Media by target audience

Women Travel Decision Makers

Heavy Travelers

African Americans

History/Civil War Enthusiasts

Outdoor Enthusiasts

Largest, core audience. Primary media TV to deliver maximum impact and reach, followed by Internet and Print.

Publications and websites where target turns to most for travel ideas

Markets in MO and eight surrounding states in DMAs that over-index for African Americans will receive targeted media support

Highly targeted publications that cover Civil War content and online

Primary Target

Secondary Targets

Targeted publications

MDT’s Reach

Midwest/Regional marketing placement in: Midwest Living, Midwest Traveler, AAA Living

(regional pubs)In-State Marketing includes placement in:

Missouri Life, Rural Missouri, Show-Me MissouriNational marketing includes magazine

placement in: Oprah, Better Homes and Gardens, Family Circle,

Arthur Frommer’s Budget TravelOnline Marketing:

Trip Advisor, Cardinals and Royals sites, multi-client services

5 /30 /11 - 6 /26 /11 (4 WEEKS) 

BROADCAST AND CABLE TV 360 W25-54 GRPS (90 GRPS/WK)

ONLINE BANNER ADS ON CHICAGOTRIBUNE.COM AND

SUNTIMES.COM– TARGETED TO KEY ZIP CODES  

2 ,208 ,900 IMPRESSIONS

Targeted Chicago Media Effort

Share, Promote, Educate, Engage

MDT has online presence through several outlets VisitMO.com is MDT’s only official website Updates to Facebook Status Twitter accounts VisitMOBistro.com; more than 16,000 views since July

’09 News releases reach 1,300 recipients each week E-blasts, two a month, sent to 20,000-65,000 people

per blast Targeted e-blasts hit specific audiences: for example,

people who have indicated interest in topics such as Civil War, boating, golfing, nightlife, family fun, state parks, etc.

Flickr account has robust and catalogued photo images

The user must register in order to gain access to website.

Target campaign by:

• Gender• Age• Location

Lead Generation…building the database

411 McDonald’s across the state serving over 65 million customers between May and August.

Opportunity

2. Drive incremental tourism occasions with a specific message

1. Exposure to 19 million McDonald’s customers in 30 days.

1. Exposure to 19 million McDonald’s customers in 30 days.

New Promotion: Road Trip Rewards

Easy as 1-2-3

Eat at one of 411 McDonald’s restaurants in Missouri and keep your receipt with the RTR logo

Find a list of participating businesses on our new website www.RoadTripRewards.com

Show them your McDonald’s receipt, which acts as the coupon, to take advantage of great offers

4.9 Million Receipt Coupons

$123,500 McDonald’s cost

7.8 Million Bags

$186,486 McDonald’s cost

$3.6 Million 32 oz Cups

$271,606 McDonald’s cost

Other Production/Promotional Items

Item Quantity

Tray liners 519,200

Lawn Signs 267

Pay Window Decal 350

Register Toppers 137

Red Box Machines Signs

250

Total McDonald’s Cost = $597,459

MO Division of Tourism Costs

Description Amount

Printing/Clings $ 4,000

Media=radio/outdoor $ 237,537

Radio Production $ 3,000

Interactive Production

$ 20,580

Webinars, etc. $ 3,000

Total MDT Cost = $266,117

VisitMO.com

MDT Campaign Results

• 21% increase in site traffic to VisitMO.com

• Number of site pages viewed increased by over 30,000

• 9 % increase in number of new site users• Over 14,200 visitors left

VisitMO.com’s Road Trip Rewards information to visit participating businesses web sites

MDT Campaign Results

MOBILE TRAFFIC

228%

Travel Information Inquiries

Source Types: Web Requests: From the Missouri Tourism Website- VisitMO.com RSL: Reader Service Leads (Cards from Magazines) Phone: Inquired by phone to the MDT Call Center

Jul-0

8

Aug-0

8

Sep-0

8

Oct-0

8

Nov

-08

Dec-0

8

Jan-

09

Feb-0

9

Mar

-09

May

-09

Jun-

09

Jul-0

9

Aug-0

9

Sep-0

9

Oct-0

9

Nov

-09

Dec-0

9

Jan-

10

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-1

0

Sep-1

0

Oct-1

0

Dec-1

0

Jan-

11

Feb-1

1

Mar

-11

Apr-1

10

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Web Requests RSL Phone

Website Visits

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

71,271

65,094

91,12096,215

115,705112,615

75,209

105,711

79,343

67,474

57,43053,528

63,826

54,604

65,44371,064

94,557

130,214

102,100104,681

54,598

45,383

31,399

34,934

45,55053,304

69,753

86,907

125,304

MDT PROVIDED MCD WITH TURN-KEY PROMOTION

MO DIVISION OF TOURISM IS A LARGE BRAND WITH REGIONAL EXPOSURE THAT CREATES STATEWIDE & LOCAL GOODWILL/PRIDE FOR THE MCD STORES AND EMPLOYEES

VALUE OF THE RECEIPTS PROVIDED EXTRA TRACTION TO GET CONSUMERS INTO MCD STORES

MDT PROVIDED MCD WITH A TOOL (BEYOND THE FOOD) THAT PUT MCD IN THE CAR WITH FAMILY ROAD-TRIPPERS

How Did McDonald’s Benefit?

California 10.4%

Florida 7.8%

Texas 6.6%

New York 4.7%

Pennsylvania 4.3%

North Carolina 3.9%Ohio 3.7%

Illinois 3.5%

Michigan 3.4%

Georgia 3.1%Virginia 3.1%Wisconsin 3.1%

Tennessee 2.9%

Nevada 2.9%

Missouri 2.9%

Other 35%

TOP 15 STATES FOR VISITATION - CY10

Illinois Tennessee Missouri Iowa Kentucky Oklahoma Arkansas Kansas Nebraska0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

3.50%

2.91% 2.89%

1.58% 1.52% 1.50%

1.24%1.16%

0.85%

REGIONAL VISITATION MARKET SHARE

Illin

ois

Okl

ahom

a

Tenn

esse

e

Arkan

sas

Misso

uri

Kentu

cky

Kansa

s

Neb

rask

aIo

wa

$0.0$5.0

$10.0$15.0$20.0$25.0$30.0$35.0$40.0

$35.4

$25.9

$20.1

$15.5$13.4

$11.8

$5.5 $4.9 $4.0

Regional State Tourism Office Budgets (in Millions)

Major League Baseball2012 All-Star Game

KAUFFMAN STADIUMKANSAS CITY, MISSOURI

More Than Just A Game….

Largest Local Sporting Event Held In KC History

Anticipate over 33 million television viewers watching all or part of the broadcast

MLB’s International transmission will reach more than 230 countries and territories around the world

The independent “world feed” will be available in over 17 different languages

Over 250,000 fans will be attracted to the All-Star Week Festivities to experience baseball like never before

DEVELOPMENT OF A LONG-TERM THEME FOR MISSOURI

RIVERS BRANDING DONE IN 1997

CONTINUITY, BEYOND ADVERTISING

BRANDING

ESCAPE TO MISSOURI GOVERNOR’S CONFERENCE

ON TOURISM

JEFFERSON CITY

OCT. 11-13

2011 Governor’s Conference on Tourism

Questions and Answers