maine office of tourism report… · maine office of tourism report kennebec valley regional...
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Maine Office of Tourism Report
Kennebec Valley Regional Tourism Meeting September 27, 2011
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¡ Research driven ¡ Primary markets
§ Boston § New York § Other New England states § Eastern Canada
¡ Goal – increase number of first time visitors
• Our marke*ng program begins with research, which is conducted by a firm in Kennebunk, DPA. • We also use informa*on that is gathered from our website, visitmaine.com.
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¡ In addition to our demographic approach:
§ Examining current market prospects for a more psychographic perspective
§ Examining potential in eastern regions with non-‐stop flights to Maine
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¡ Television – Reinforcing look and feel established last year with addition of new footage § Boston § New York § National Cable
¡ Radio § Boston
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¡ Print § Down East § Yankee § Real Maine Weddings § Maine Invites You/Official Maine Map § Audubon § New England Meetings Guide § Boston Globe § New York Times T magazine § Snow Goer Magazine Vacation Guide § DNE Guide -‐ UK
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¡ Online § Boston.com § Orbitz § Frommers § Value Click Networks § Wicked Local (MA) § Weather Bug § CanadaEast.com § Trip Advisor § FamilyGetaway.com
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“Trigger” Event Promotion Online and Radio:
§ Triggered upon each of the first 3 significant snowfall events in Maine
§ “Takeover” expandable display ad, Boston.com
§ Three-‐day radio buy
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Email ¡ eMail blasts
¡ Alternating between full list and targeted lists from visitmaine.com database
¡ Call to action: Maine Getaways ¡ Related to upgrades in content ¡ Strategic focus on areas of interest indicated by visitors § Allows for personalization
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Pay-‐per-‐click ¡ Started in primary DMAs
¡ Low cost tactic to reach potential first time visitors
¡ Allows for real-‐time analytics
¡ Flexibility § Message can be focused and adjusted as needed
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Social Media
¡ 63% of Maine’s visitors use Facebook on a regular basis. § 23% increase over last year
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¡ Facebook § Ability to communicate with more than 38,000 fans every day
¡ Facebook Advertising § Targeting those who are not yet fans in U.S. and Eastern Canada
§ Ability to target specific niches
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¡ Engage prospects dynamically ¡ Continue to build upon the “There’s More to Maine” campaign
¡ Reinforce our strengths and bring to life what isn’t known
¡ Integration of multi-‐media campaign
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¡ Canadian PR/Trade Representation § Sales calls travel agents and tour operators § Enhanced presence at trade shows § In-‐market media presence
¡ Building upon Maine/New Brunswick partnership § Marketing Two-‐Nation Vacation § New marketing plan based on current research
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¡ Integrate mobile marketing into our media mix ¡ Continue to build upon state agency partnerships
¡ Continue to be active participants in tourism related initiatives § Like Maine Woods Consortium
¡ Evaluate research needs, potential gaps and existing data
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¡ Visitmaine.com § Business listings § Event listings § Getaways and Specials
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¡ Resources § Research § Media Plan § Tap into Tourism
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