2013 Alabama Tourism Department Update Presentation

Welcome to Huntsville

International Tourism Program

International Tourism ProgramGrey BrennanDella Tully

Source: Travel South Study Released 2012 Alabama Tourism Welcome Center Logs for 2012Huntsville Airport Authority August 2013, Mobile Airport 2012

International Visit!s to U.S.

Stay longer and spend more money



$146.5million in direct spending






61% from Europe with 1/3 U.K., 1/3 Germanyand 1/3 other European




10% of 1.2 million passengers at Huntsville Airport, connecting international


61% from Europe with 1/3 U.K., 1/3 Germanyand 1/3 other European



World’s busiest airport (Atlanta) is a short drive away from Central Alabama

12% of passengers at Mobile Airport,connecting international


Source: Facebook July 2013Luckie & Company 2013 YTD

Germany

UK

Canada

Top 3 International Markets

29% of International

12% of International

6% of International

International Viewership

of all visits to Alabama.Travelare international

5%

London, England, is a top 10 city for Alabama Travel FacebookCities:12,917 Atlanta, GA10,262 Birmingham, AL 5,773 Mobile, AL 5,667 Nashville, TN 4,742 Huntsville, AL

Source: Facebook July 2013Luckie & Company 2013 YTD

4,635 Memphis, TN4,518 Louisville, KY4,373 New Orleans, LA4,165 Montgomery, AL3,643 London, England, United Kingdom

International Viewership

Almost 100 Alabama hotels listed with receptive companies• National and regional receptive companies have at least 91 Alabama

hotels listed in their product lines• Tour operators around the world use receptive companies to book

their room nights

International

Source: Alabama Tourism Department, U.K. Rep Firm

Last 12 months• Group of Chinese tour operators• Air Canada Magazine• France’s top morning show TV crew• Group of European tour operators• Belgian journalist• Group of U.K. tour operators• Several U.K. journalists

International Reach

Source: Alabama Tourism Department, U.K. Rep Firm

Upcoming• Montgomery/Birmingham/Muscle

Shoals/Huntsville – German journalists

• Muscle Shoals – European tour operators as part of Travel South SuperFAM

International FAM

Travel Sou"

Travel South International ShowcaseNashville, Dec. 3-6, 2013Rate increases Aug. 31

Travel South International ShowcaseCharleston, WV, Feb. 23-26, 2014Special Tastes & Tunes Tuesday Registration opens Sept. 4

United Kingdom Market

Della Tully – In Market Representative

Source: Alabama Tourism DepartmentU.S. Commerce DepartmentIn-Market Representation Firm


• The U.K. remains the largest international market to theU.S. with over 3.7 million visitors in 2012

• The overall outlook for U.K. visitation remains positive

• The exchange rate remains favourable for U.K. visitors

Source: Alabama Tourism DepartmentIn-Market Representation Firm


Tour operator productMore than 95 U.K. and Irish tour operators now feature Alabamain their programs in fly-drive FIT or escorted group tours.

New toursUSAirtours “Sweet Home Alabama”America As You Like It “Alabama’s Coastal Adventures”Wexas Holidays “Alabama Music Self-drive”Bon Voyage Travel “I Have a Dream – 50 Years On” !




Millions reached in U.K. co-op marketingAmerica As You Like It and Lands End

Total reach of more than 1.7 million

Bon Voyage Travel and WaitroseCampaign with leading high-end U.K. food retailerWaitrose

Total reach of 2.4 million


U.K. tour operator FAM Trip to Alabama, May 2012Eight U.K. tour operators visited Birmingham, Selma, Montgomery, Monroeville,Bayou La Batre, Mobile, Fairhope and Gulf Shores.

ResultsSeven of the eight tour operators who attended the FAM now havenew Alabama tours based on their trip.


Public Relations Efforts

• Jessamy Calkin, Features Editor, The TelegraphFour articles featuring Alabama Music, Food and Civil Rights

• Mick Brown, Features Editor, The TelegraphMuscle Shoals story

• Lindsay Sutton, Essentially AmericaToured Alabama to research features

Muscle Shoals documentary at London Sundance

50th anniversary civil rights advertising and PR

Mobile to be first American city to host World LeisureOrganization Congress, Sept.6-12, 2014





Continuing effort of UK rep firmHoliday World, Dublin 50+ Show, London50+ Show, Glasgow

Alabama booths at ITB and WTM to meet with Europeantravel industry professionals

Join Alabama industry at POW WOW and Travel SouthInternational Showcase

New UK Alabama Travel Guide

• Distributed to 17,000 UK travel professionals

• Key sales tool to increase business for both trade and consumers

International Tourism ProgramGrey [email protected]

Della [email protected]

International Tourism Program

mailto:[email protected]




Alabama Tourism Marketing ReportBrad White, Luckie & Company

Back to America

Making some noise

Remember who we’re talking to ...

Chief Vacation Officer

Getting the word out

Can you say “Road Trip?”

Sinking your toes into 32 miles of sugar-white sand.

ROAD TRIP No. 5

Remember how much you loved piling into the car and heading down to Alabama’s beaches as a child? Recreate the magic with your own kids by planning a road trip to our beautiful

Gulf Coast. Enjoy 32 miles of breathtaking turquoise-green waters and sugar-white sands at Gulf Shores and Orange Beach. Inland, there’s championship golf, !shing, dining and inviting accommodations, as well as some unexpected surprises. Hold an alligator at Alligator Alley, tour the USS Alabama or pet a stingray at the Dauphin Island Sea Lab. No matter what adventure you choose on your road trip to Alabama’s beaches, you’ll create memories your family will never forget.

Download Alabama Road Trips from your app store

Digging into Alabama’ s best barbecue.

ROAD TRIP No. 40

Which sauce is boss? Everyone’s got their favorite. For some, nothing beats the chicken smothered in white sauce at Big Bob Gibson’s in Decatur. Others swear by Dreamland ribs in Tuscaloosa, where you use

white bread instead of napkins to sop up every saucy drop. Discover your own personal favorite and see why we have a national reputation as a barbecue destination on a road trip along Alabama’s Barbecue Trail.

Download Alabama Road Trips from your app store

14,143 2012 subscribers


36,550 current subscribers


36,550 current subscribers

158% increase

4.8% average click-through rate

*http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry

http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry


4.8% average click-through rate

2.8% average travel industryclick-through rate

*

*http://mailchimp.com/resources/research/email-marketing-benchmarks/#section_average_by_industry



12,435total number of pageviews via newsletter

It’s time to take a road trip! These carefully

crafted trips were designed by the people

who know Alabama best – and with the

whole family in mind, which means we’ve

got something for just about everyone. So,

which one are you gonna take?

AL

AB

AM

A R

OA

D T

RIP

S: 52 G

reat Getaw

ays

It’s time to take a road trip! These carefully

crafted trips were designed by the people

who know Alabama best – and with the

whole family in mind, which means we’ve

got something for just about everyone. So,

which one are you gonna take?

AL

AB

AM

A R

OA

D T

RIP

S: 52 G

reat Getaw

ays

Alabama.Travel

165,153 total entries


23,750 unique entries


23,750 unique entries

22.57% newsletter opt-in rate

37 news stories generated


508,459 PR impressions


$102,106.53 publicity value

508,459 PR impressions

Alabama Vacation Guide Online Orders


22,226 2013 year to date



18,795 2012 orders


212,250 total distribution


18,795 2012 orders

Alabama’s second favorite subject

Alabama’s second favorite subject

8,656 new Facebook fans


125% Facebook fan growth


125% Facebook fan growth

4.4 million Facebook impressions

80,949total votes

41,138 Year of Alabama Food site visits

165% site visit growth oversame period in 2012

41,138 Year of Alabama Food site visits



32,607,298 PR impressions


$1,930,862 publicity value


782,941pounds of barbecue consumed

Civil Rights





$835,756 publicity value


What’s new f! 2014

What about theTourism Department?

Partner Site


What’s the big deal aboutthe “Year Of” campaigns?


So what about next year?


But what about the food?

Alabama Food

REALLY BIG


Hungry for more?


In 2014, we’ll beserving up Alabama


in more waysthan ever before.