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.

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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

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The Challenge

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The Challenge

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The Challenge

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The Challenge

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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.

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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 **

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We Built The MTN

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A Traveler’s Journey

Source: The MTN

Some stats from the Pilot Group

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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

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What We Capture

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

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Who Is In The MTN?

203 Countries, US is 95% of them

Source: The MTN

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Who Is In The MTN?

From most major markets

Source: The MTN

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Who Is In The MTN?

And over their lifetime as they travel to CO

Source: The MTN

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

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Reason #1Rich, useful data now replaces

anonymous user data.

The People in the MTN are Travelers

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Who Are These People?

● Their Geographics, Demographics and Lifestyle

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

them

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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

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CTODMO DMO

YOU

Indirects in The MTN

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A Traveler’s Journey

Source: The MTN

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Reason #3It allows new and meaningful

collaborations

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

‘I want everyone to use this!’

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The Challenge

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Your TurnLevel 1 - Join

Level 2 - Take Action

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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.

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Level 2 - Take Action

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

You just saw examples.

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Katy Schneider, CTADirector of Marketing | Visit Fort Collins

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Targeting Craft Brew

Fort Collins, ColoradoColorado’s Craft Beer Capital

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● 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

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● Created initiative for this industry niche.

● Included a Tasting Journal

● Creating Co Ops with local breweries to help target Foodies

Targeting Craft Brew

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PK KnickerbockerExecutive Director | Pikes Peak Country Attractions

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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

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Pikes Peak Country Attractions

● 16 Attractions in The MTN

● 220% - 423% indirect downstream traffic

Targeting Families

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● 400% More Downstream from PPCA

● Targeted Campaign uses only ⅔ of budget,

Targeting Families

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Developed initiative to integrate with the industry partners.

16 are participating.

Targeted campaigns to send those downstream.

Targeting Families

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Andy NeinasOwner | Echo Canyon River Expeditions

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● Largest Rafting Company on the Arkansas River

● Family Owned

● Up 112% over 2015

Echo Canyon

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● Participated in PK’s initiative

● Targeting families

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

● PPCA sending the Target anonymously

Echo Canyon

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

Conversion Rate up 116%

This campaign is 175% more efficient

Echo Canyon

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Some IdeasUse The Guide

Take CTO’s Lead

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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.

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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.

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Ad Target Beatrice

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

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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.

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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!’

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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

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What the DMO Gets

● Leverage CTO’s power and scale

● Vision Downstream● Personalization● Insights into their

contribution downstream

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What the Business Gets

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

Old Way The MTN

Please Join Level 1Help CTO bring you Travelers

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