Williamsburg Area Destination Marketing Committee

Transcription

1 Williamsburg Area Destination Marketing Committee

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3 American Advertising Award [ADDY] Greater Williamsburg & Miles Media won a SILVER award in the 2016 American Advertising Awards competition. The award goes to our entry: VisitWilliamsburg.com; Consumer Online Interactive Websites

4 HSMAI Adrian Award Greater Williamsburg & Percepture won a GOLD award at HSMAI s 2015 Adrian Awards competition. The award goes to our entry: No Garden, No Table, You Died: Williamsburg: The Original Farm-to-Table Destination The award was given out on February 16, 2016 in New York City.

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6 TASK COMPLETION DATE RFP published January 29 Submit signed NDA February 18 Questions due to WADMC March 4 Responses to questions distributed March 23 Proposals Due April 14 Notification of finalists May 6 Finalists presentations June 1-2 Recommendation made to WADMC for discussion June 20 (closed session) Contract negotiations June 21 August 10 Present contract to WADMC for ratification August 15

7 Summer of Freedom 2.0 Creative

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15 Meta Mikey We re all so busy we can t possibly take any time off. And yet we find time to watch an awful lot of TV or surf the internet. Wouldn t that time be better spent planning a family vacation? And then actually taking it? Our adorable spokes-kid Meta Mikey will encourage pare nts to view our videos to see how real families are reconnecting in Williamsburg.

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19 Summer of Freedom 2.0 Campaign Launched

20 The digital campaign has been live since March 3 rd The streaming video campaign has been live since March 7 th The cable TV campaign has been live since March 7 th

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22 HULU

23 ABC

24 MEDIUM TV Cable TV Online Video / TV CROSS PLATFORM SMP Print Digital Social Event DIGITAL Digital Display Trip Advisor Sponsorship SEM / SEO / CONTENT Ad Serving PRINT VTC Travel Guide PUBLIC RELATIONS Percepture SOCIAL MEDIA Percepture MARKETS Philadelphia, Washington D.C. Philadelphia, Washington D.C. CT, DE, MD, NJ, NC, NY, PA, VA, D.C. CT, DE, MD, NJ, NC, NY, PA, VA, D.C. CT, DE, MD, NJ, NC, NY, PA, VA, D.C. Washington D.C. CT, DE, MD, NJ, NC, NY, PA, VA, D.C. National CT, DE, MD, NJ, NC, NY, PA, VA, D.C. N/A National National National JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY Funded 2015

25 Digital Cross-Platform SMP Streaming Video Cable TV MEDIUM ADDED VALUE VALUE Bonus :10 Billboards Bonus :30 Spots Bonus Streaming Video Impressions $161,500 Discounted Rates, resulting in over 500,000 additional Streaming Video Impressions $15,848 Print Promo Units (BH&G & Family Circle) Advertorial Production Fee Waived Experiential Opportunity at the USA Science & Engineering Festival Mom-Fluencer Blogger Program $901,060 Over 1.6 million Virginia (VTC) Co-Op Video Impressions Over 1.1 million Virginia (VTC) Co-Op Display Impressions Over 5.6 million Bonus Display Impressions Production of Content $133,606 TOTAL VALUE $1,212,014

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27 Constantly working on outreach to partners to improve their pages and content; hosted six training sessions thus far on the new site Built new video-focused page in collaboration with Luckie for launch of Summer of Freedom 2.0 Primary focus from a destination perspective is lead imagery and copy, ensuring top pages have best possible info A living breathing site we work on it daily.

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30 Engagement Rate February 26 Let Freedom Ring Challenge 21.43% February 4 Chesapeake Chuck Groundhog Day 18.48% February 16 Top 10 Reasons to Visit Williamsburg (Alewerks photo & Link to web content) 14.08% Source: Facebook Insights Top Performing Posts: Facebook Feb 2016 [Ranked by Post Engagement]

31 1. Love Letters User Regram 2. Gold (user curated) 3. Something Brewing Tease 4. Winter In Williamsburg (Link to Web content) 5. #SpringBreak Plans (Link to web content Mar) Source: Iconosquare.com 1. Top 10 Reasons to Visit (Link to Web content) 2. Love Letters User Regram 3. Winter in Williamsburg (Link to Web content) 4. Yorktown Victory Center Chicken (user curated) 5. Valentine s Day (@thewynns) Top Performing Posts: Instagram (Feb. 2016)

32 Jan. & Feb Media, Influencers & Conversationalists

33 Press Highlights Greater Williamsburg was featured in these outlets: WABC NY (NY/NJ/CT/Philly): Indoor Williamsburg on the Rachael Ray Show. Also featured on AOL Travel, Amazon Video and Huffington Post. PBS National: Three segments on Peter Greenberg s Travel Detective focusing on Food, Hidden Williamsburg and Farm-to- Table InStyle.com AAA Club AAA World Dcist.com DadorAlive.com Liveability.com TravelHost Magazine Petergreenberg.com

34 Indoor Williamsburg on WABC NY

35 NYC Media Desksides Joanne LaMarca Producer, TODAY Show Mike Gargiulo Anchor, NBC New York Lila Battis Travel + Leisure Cailey Rizzo Mashable Karen Cicero Parents Magazine Laura Motta ShermansTravel Ivy Jacobson The Knot Harriet Edleson Freelance, New York Times, Washington Post, Baltimore Sun Heather Mikesell American Spa Laura Begley Bloom Freelance/Veteran Travel Journalist

36 Media & Consumer Communiqués It s Hard Not to Find Romance in Greater Williamsburg Indoor Williamsburg is a Well Kept Secret (Until Now) Shake Off The Winter Blues in Williamsburg

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