Marketing Report

April – June 2011 Win a Digital Camera

•MT, WY, western ND/SD, and Lethbridge

•Print

•Newspaper online

•Television News online

•All ads direct traffic to VisitBillings.com

April – June 2011 Win a Digital Camera

Contest Results: 127 Total Entries

61.4% from out of state (78)

59.2% of entries from MT from

outside of Billings (29)

May 2011 Horizon Air

•Horizon Air – Montana

Section

•QR linked to our video

on You Tube

July – August 2011 Concert Craze

•Campaign ran in MT, WY, western

ND/SD and Alberta

•Gave away a gas card every

Friday and 2 concert packages

July – August 2011 Concert Craze

Mobile Banner Ad (iPhone and Android)

•MT, WY, western ND/SD, Lethbridge and

Saskatchewan

•Print

•Newspaper online

•Television News online and mobile

•First attempt at mobile advertising

•All traffic links directly to contest entry

page on VisitBillings.com

•These placements apply to

September campaign as well.

July – August 2011 Concert Craze

Contest Results: Willie Nelson/Lyle Lovett Package:

142 Entries

76.8% entered from mobile device

13.4% were from outside MT

60.9% of the MT entries from outside Billings

Magic City Blues Fest Package:

142 Entries

77.5% entered from mobile device

10.6% were from outside MT

57.5% of the MT entries from outside Billings

Gas Card Package:

149 Entries

75.2% entered from mobile device

12.8% were from outside MT

56.2% of the MT entries from outside Billings

Dinner on Us Sept. 2011

Contest Results: Online entry:

56 Entries

60.7% entered from mobile device

10.7% were from outside MT

44% of the MT entries from outside Billings

Texted Entries:

29 Entries

No further data available

*Can text to these numbers in the future

Oct-Dec 2011 Shop in Billings

•MT, WY, western ND/SD, and Alberta

•Print

•Newspaper online and mobile

•Television News online and mobile

•QR on print links directly to contest entry

page on VisitBillings.com

•Three gift cards will be given away

•One in each month

Oct-Dec 2011 Shop in Billings

•Contest encourages user to

“like” our Facebook page.

“Liking” us enters the user a

2nd time for the contest.

•Drives website traffic while

pushes for increased fans to

our Facebook page.

Billboards

•Digital BB (King Ave. Exit)

•July-September

•Johnson Lane Exit (heading west)

•July - September

•S. 27th St. Exit (heading north)

•August and back up October – January 2012

2/4 Wheel

Campaign Timing: May „11 – June „12

Targets Men 35-64

Target Markets: National Motorcycle Enthusiasts Print & Online

Campaign will run throughout the year:

Phase I ran July/August 2011 to highlight the Sturgis travelers.

Phase II will have shoulder season focus and run in February, March and April of 2012

Publications:

American Motorcyclist print and web (this pub voted Beartooth Hwy the #1 Motorcycle

Road in America).

Quick Throttle (Online and E-News)

Sound Rider (Online and E-News)

Rider (Online)

Cycle News (Online and E-Zine)

Motorcycling Montana (Book)

2/4 Wheel

2/4 Wheel

•Billboard placed outside

of Park City (facing west

to catch east bound

travelers)

•Placed July-August

•Sturgis Travelers in mind.

2/4 Wheel

•Motorcycling Montana

•Full Page Ad

•Released this fall

•QR links to video

Social Media

• Facebook.com/billingsmt – 2,137 “Likes” (25.3% increase since February 2011)

– 66% Female, 31% Male

– Ages: 22.5% 25-34, 21.3% 35-44, 17.8% 45-54, and 19.9% 55+

– Countries: US, Canada, Indonesia, France, Ukraine, U.A.E., Malaysia, Costa Rica, Belize, Egypt, Germany, Spain, United Kingdom, Italy, Iraq, Ireland, South Korea, Greece, Mexico, and Kuwait

– Cities: Billings (21.1% of total fan base is from Billings), Missoula, West Jordan, Denver, Helena, Cheyenne, Havre, Bismarck, Bozeman, Gillette, Seattle, Dallas, Great Falls, Doylestown, Casper, Minot, Livingston, Los Angeles, Laurel.

• Twitter: MTsTrailhead – 112 followers (up 67.1% since February 2011)

– Linked to Facebook page, so all Facebook content is tweeted. Separate tweets are transmitted occasionally

• YouTube.com/user/billingscvb – 677 views of two videos (307.8% increase since February 2011)

Web Traffic

Month Sessions Avg Length of Session

FY ‘10-’11 250,519 9m 34s

July ‘11 24,634 8m 59s

August ‘11 25,404 8m 45s

September ‘11 15,901 12m 14s

October ’11 (thus far) 3,827 14m 58s

Mobile

•First attempts at mobile placements very successful

•Began tracking mobile visits in August:

•August 2011: 445 unique events

•September 2011: 423 unique visits

•As of October 10th: 92 unique visits

•Most popular pages;

•#1: Things to Do

•#2: Must See

•#3: Stay in Billings

•Events, Deals & Packages, Traveler Services & E-News Sign

Up

•Repeat Visitation is apparent as well, but majority of use appears

to be “unique.”

On the Horizon

•Increasing Canadian exposure

•Increasing presence in western North Dakota

•Exploring Spokane as a potential market

•MTOT placements planned Jan-Feb „12 and May-June „12

•Planning shoulder meetings and conventions campaign

•Smart Meetings Magazine

•ConferenceDirect Meetings Mentor

•Cohesion between “traditional” media placements and social

media advertising

•Integrating Facebook ads and encouraging traffic to both

our website and our Facebook page.