May 2015 Travel Promotion Report

Transcription

1 Executive Summary Travel Promotion Admin The Oklahoma State Highway Map is complete and in distribution RFP for Ad Agency of Record has been sent out for bid. Created commercials for the 2015 Oklahoma Travel Guide and Outdoor Guide, to air on Discover Oklahoma episodes. Finalized production of summer video campaign ads. Attended the USTA Spring Meetings Week in Washington, DC. Finalized 2016 rate cards for OTRD publications. Consumer and Trade Marketing Attended two home & garden shows in February; Ft Worth and Houston, Texas. For the first time, had a presence at the Canadian Snowbird Extravaganza Celebration. Attended several regional women s expo events, including the Wichita Falls Women s Expo, St Louis Working Women s Survival Show, and the Wichita Women s Fair. Continued reaching out to Oklahoma companies to host an Oklahoma Road Show. Secured industry partners for the Community Night festivities at TAP Dance in June TRIP / TravelOK.com Total visitor sessions to TravelOK.com in were 1,712,491; an increase of 63% over Unique site visits have also increased dramatically from 474,365 in FY14 to 1,385,593 a 66% increase in FY15, with page views up by 37% in alone. The TravelOK fan page on Facebook grew from 173,203 likes in March to 184,115 by the end of. The Facebook engagement metric showed that 711,692 people interacted with our Facebook posts during the month by liking, commenting or sharing them. Additionally, there were 144,770 click-throughs from Facebook to TravelOK.com during. During the digital content team uploaded 15 Discover Oklahoma videos and moderated over 325 usergenerated site comments. The team also completed 212 lake & fishing reports and created 287 new listings. Tourism Information Centers May 2015 Travel Promotion Report In the 2015 to 2014 comparison, combined revenue was up 6.74%. The OKC TIC s revenue was up 33% compared to YTD combined revenue (July 2014 thru 2015) stands at $309, This is an overall increase in revenue YTD of 7.60%; that s $21,854 of additional revenue when compared to the same period in FY 14.

2 The OKC TIC generated the most revenue coming in at $11, Discover Oklahoma Discover Oklahoma shot 18 new stories in nine Oklahoma cities and towns. In, Discover Oklahoma aired 20 new stories this month inside 4 new shows. DOK partnered with Floyd s RV in Norman to promote their new series of Campfire, Cookouts and Concerts. Oklahoma Today The editorial staff is working on the July/August issue. It goes on press June 4. This is the annual Indians & Cowboys issue. The Oklahoma Today Facebook page currently has 28,257 likes, an increase of 1,219 since March. There were 39,730 unique website visits in, an increase of 10% over Detailed Report Travel Promotion Administration 2015 RFP for Ad Agency of Record has been sent out for bid. Created commercials for both the 2015 Oklahoma Travel Guide and Outdoor Guide, to air on Discover Oklahoma episodes. Finalized production of summer video campaign ads. Attended the USTA Spring Meetings Week in Washington, DC. OTRD Brochures The Oklahoma State Highway Map is complete and in distribution. Sales team has finalized 2016 rate cards for OTRD publications; those are posted on TravelOK.com for the industry and being distributed to previous advertisers and new leads. Consumer and Trade Marketing Houston Home & Garden Show - February 6-8, 2015, Houston, TX Co-op program had 5 participating partners who exhibited in the Oklahoma area in a booth, a table in Oklahoma Pavilion, or brochure co-op at state s table. This is the first year that Oklahoma Tourism and Recreation Department and partners have had a presence at the show. Exhibitors: Eufaula Lake/Muscogee Creek Nation, Oklahoma City Convention and Visitors Bureau Table Partner: Chickasaw Country Nation Brochure Partner: Cherokee Nation Cultural Tourism, Miami Convention and Visitors Bureau Estimated Attendance: 14,000 Approximate Brochures Distributed at Oklahoma table: 2,370 2

3 Wichita Falls Women s Expo - February 7, 2015, Wichita Falls, TX Co-op program had 9 participating partners who exhibited own booth or a brochure co-op. Exhibitors: Murray County Tourism, Chickasaw Country Nation, Norman Convention and Visitors Bureau, Lake Eufaula/Muscogee Creek Nation, Edmond Convention and Visitors Bureau Brochure: Oklahoma City National Memorial, Visit Claremore, Ponca City Tourism, Miami Convention and Visitors Bureau Estimated Attendance: 2,100 Approximate Brochures Distributed at Oklahoma table: 2,960 Canadian Snowbird Extravaganza Celebration - February 10-11, 2015, Mesa, AZ Event targets snowbirds from Canada who migrate to Arizona for the winter months. This is the first year that Oklahoma Tourism and Recreation Department and partners have had a presence at the show. The co-op program had support from 3 partners as a Level 1-Full Sponsor or Level 2-Supporting Sponsor. Partners: Choctaw Nation, Oklahoma City Convention and Visitors Bureau, Miami Convention and Visitors Bureau Estimated Attendance: 6,000 Approximate Brochures Distributed: 2,500 Ft. Worth Home & Garden Show - February 13-15, 2015, Ft. Worth, TX Co-op program had 11 participating partners who exhibited own booth, manned table in 20x20 Oklahoma Pavilion, or a brochure co-op. Exhibitors: Murray County Tourism, Eufaula Lake/Muscogee Creek Nation, Oklahoma City Convention and Visitors Bureau, Chickasaw Country Nation Table Partners: Green Country, Edmond Convention and Visitors Bureau, Great Plains Country, Oklahoma AgriTourism, Choctaw Nation of Oklahoma Brochure: City of McAlester Tourism, Norman Convention and Visitors Bureau Estimated Attendance: 11,000 Approximate Brochures Distributed: 3,500 St. Louis Working Women s Survival Show - February 20-22, 2015 Co-op program had 7 participating partners who manned a table in a 15x30 OK Pavilion or in a brochure co-op. Table Partners: Green Country, Ponca City Tourism, Chickasaw Country Nation, Eufaula Lake/Muscogee Creek Nation, Choctaw Country Marketing Association, Brochure: Muskogee Chamber of Commerce, Edmond Convention and Visitors Bureau 3

4 Estimated Attendance: 30,000 Approximate Brochures Distributed at Oklahoma table: 4,090 Wichita Women s Fair - February 20-22, 2015 Co-op program had 15 participating partners who exhibited own booth or a brochure co-op. Exhibitors: Green Country, Edmond Convention and Visitors Bureau, Ponca City Tourism, Norman Convention and Visitors Bureau, Oklahoma City Convention and Visitors Bureau, Murray County Tourism, Chickasaw Country Nation, Lake Eufaula/Muscogee Creek Nation, Kaw Lake Association, Great Plains Country, Pine Lodge Resort, Grand Lake Association, Frontier Country, Oklahoma AgriTourism Brochure: Red Carpet Country KFDI Right Price Game Sponsor: Oklahoma section donated prize valued at $1,750 to be giving away during the Right Price game during the show. Sponsorship received minimum of 20 mentions on the Brian & Kellie morning show; name, logo and link on the Right Price Game webpage promoted on KFDI; description of prize in the game show script. Estimated Attendance: 17,000 Approximate Brochures Distributed in Oklahoma Booth: 3,650 LA Travel & Adventure Show - February 21-22, 2015 Co-op program offers partners the option of supporting as a Level 1 Full Sponsor or a Level 2 Supporting Sponsor. Level 1 Sponsors: Chickasaw Country Nation, Oklahoma City Convention and Visitors Bureau Level 2 Sponsors: National Cowboy and Western Heritage Museum, Oklahoma City National Memorial and Museum, Miami Convention and Visitors Bureau, Visit Claremore Attendance: 33,500 Approximate Brochures Distributed in Oklahoma Booth: 2,965 Road Show Introduction Meetings Initiated and met with Oklahoma companies to discuss producing an Oklahoma Road Show at their facility for employee engagement benefit. ONEOK, Tulsa Williams Midstream, Oklahoma City and Tulsa Headquarter locations Boeing Paycom Conferences Attended the 26 th Annual Exhibitor Conference and Trade Show, including the New Product Showcase, March 2-5, 2015, in Las Vegas, NV. Registration included seminar sessions and access to trade show. 4

5 Attendance was beneficial for knowledge of industry show standards and expectations and new trade show products. Attended the Oklahoma Lakes and Countries Association Meeting at the Oklahoma History Center. Attended Select Traveler Conference in Nashville, TN. This conference targets affinity travel clubs (bank organizations) that have a travel program for their depositors. Completed thirty formal appointments at the show. Additional Oklahoma partners attending include: Oklahoma City Convention and Visitors Bureau, Cherokee Nation, Chickasaw Nation, Miami Convention and Visitors Bureau. March Agreements For the TAP Dance Convention in Oklahoma City, OTRD entered into agreements with 14 partners to sponsor the Community Night Festivities on June 9, $500 sponsorship includes one invitation to the community night event, a listing on site, and a listing in the community night program; those sponsors include Guymon, Choctaw Nation, Bartlesville, and Elk City. $1,000 sponsorship includes two invitations to the community night event, a banner/pennant on site with the community/attraction s name on it, and a listing in the community program and those sponsors include Visit Enid, Ponca City, Visit Tulsa, Visit Claremore, Miami CVB, Ardmore, Duncan, Visit Norman, Cherokee Nation Cultural Tourism and the Muskogee Chamber of Commerce. Traveler Response Information Program (TRIP) Brochure Fulfillment & Customer Service Program During 2015, orders for 78,822 brochures were processed. Brochure fulfillment program revenue collected for was $26,780. There were 63 active fulfillment agreement partners in. Handled 262 inquiries from consumers during, including researching and crafting a response. Handled 138 consumer inquiries by telephone in. Received and filled bulk orders for boxes of brochures from 73 different tourism industry organizations during the month. TravelOK.com and Digital Marketing Team Total Visitor Sessions: 1,712,491 Total Unique Visitors: 1,385,593 Total Page Views: 3,436,403 Average Sessions per Day: 57,083 Average Length of Session: 5.66 Average Page Views per Session: 2.01 During, three new articles were added to TravelOK.com including: 1. Oklahoma s Booming Craft Beer Scene 2. City Parks & Playgrounds Worth the Drive in Oklahoma 5

6 The monthly Great Getaway Giveaway on TravelOK.com offered Win a Royal Weekend in Muskogee The prize package included 4 tickets to the Oklahoma renaissance Festival at the Castle of Muskogee,; Two-night stay for four at the Fairfield Inn & Suites in Muskogee; $100 gift card to Miss Addie s Café & Pub; $40 gift card to the Amish Country Store & Restaurant. There were 11,148 entries and the winner was Marilyn Hay of Pilot Point, TX. The Facebook contest in was Blue Beaver Luxury Cabins Getaway and there were an amazing 85,138 entries. The prize was a two-night stay at a cabin of their choice at Blue Beaver Luxury Cabins in Broken Bow and the winner was Greta Borynack of Mustang, OK. Water Zoo promotion: Awarded a total of 16 tickets to the Water Zoo in Clinton on Facebook and Instagram. Airfest promotion: Awarded a total of 30 free admission wristbands to the Take to the Skies Airfest in Durant on Facebook, Twitter, and Instagram. Made 212 lake conditions and fishing report updates on the CheckMyOKLake.com microsite during. 325 new user comments about individual tourism properties or website articles were reviewed and posted to the site during. Received and responded to 67 s from the industry as well as 14 password requests from industry partners needing help accessing their data engine listings. During the digital content team uploaded 15 Discover Oklahoma videos to TravelOK.com. The digital content team created 287 new and edited 331 current listing pages on TravelOK.com. TravelOK s Twitter following grew to 17,328 by the end of. TravelOK mentioned 163 times during the month and retweeted 445 times during the month. The TravelOK brand page on Google+ had 1,154 followers by the end of. TravelOK s Pinterest page had 6,949 followers by the end of and there were 6,987 repins of TravelOK content during the month which created additional links to the site. The TravelOK fan page on Facebook grew to 184,115 likes by the end of. The Facebook engagement metric showed that 711,692 people interacted with our Facebook posts during the month by liking, commenting or sharing them. Additionally, there were 144,770 click-throughs from Facebook to TravelOK.com during. TravelOK s Instagram account had 5,371 followers by the end of. There were 21 posts made during the month and users posted 291 comments and 4,347 likes on our content during the month. Literature Distribution Center Supplied a total of 292,153 tourism brochures to walk-ins, trade shows, state parks and tourism information centers during. Received tourism brochures from printers and industry members for distribution in response to calls for resupply, the placed brochures received into inventory. 6

7 Tourism Information Centers Revenue Combined revenue for the month totaled $33, In the 2015 to 2014 comparison, combined revenue was up 6.74%. The OKC TIC s revenue was up 33% compared to YTD combined revenue (July 2014 thru 2015) stands at $309, This is an overall increase in revenue YTD of 7.60%; that s $21,854 of additional revenue when compared to the same period in FY 14. The OKC TIC generated the most revenue coming in at $11, The Capitol came in second earning $9,380.63, and Miami wasn t far behind bringing in $8, for the month. The OKC TIC had the most revenue per visitor in generating $1.19 per visitor. The Capitol came in second generating $1.00 per visitor. Visitor Numbers Overall Visitor numbers in were up slightly compared to March. Sallisaw saw the largest increase compared to March. They were up 23%. Combined visitor numbers for totaled 170,466. In the 2015 to 2014 comparison, combined visitor numbers were up 20.89%. Blackwell was, for the second month, the primary contributor to this increase seeing a 137% increase in visitor numbers compared to YTD the combined attendance for FY 15 stands at 1,485,046; a YTD increase of 4.7%. The Capitol Visitor Center conducted 98 tours with a total of 2,122 tour participants. YTD Capitol Tour participants are up 6.04%. Other TIC News Miami had 105 Pikepass transactions for the month. TIC Gift Shop Revenue Report, November Page 11 TIC Visitation Report, November Page 12 Discover Oklahoma Discover Oklahoma shot 18 new stories at the following locations: Holy City of the Wichitas - Lawton Anadarko Oklahoma City Tulsa Sand Springs Yukon Chickasaw National Recreation Area 7

8 Little Sahara State Park Edmond Discover Oklahoma aired 20 new stories this month inside 4 new shows. DOK also partnered with Floyd s RV in Norman to promote their new series of Campfire, Cookouts and Concerts. Oklahoma Today Editorial The editorial staff is working on the July/August issue. It goes on press June 4. This is the annual Indians & Cowboys issue. More details on features will be provided as they are finalized. Advertising Interviews for the two new ad reps have been held and the new ad reps are slated to start by mid-may. Until that team is fully in place, OKT s ad sales are being done by one full-time rep with assistance from TPs part-time sales rep and Dot Rhyne. Sales History Issue FY2012 FY2013 FY2014 FY2015 FY2016, est. July/Aug $79,926 $86,068 $70,625 $66,501 $34,528 Sept/Oct $124,710 $109,656 $77,208 $77,158 $90,000* Nov/Dec $92,140 $95,403 $60,657 $63,365 $100,000* Jan/Feb $78,174 $64,400 $63,648 $43,992 $100,000* Mar/Apr $95,734 $89,493 $65,861 $47,284 $120,000* May/June $96,611 $82,370 $69,807 $54,213 $140,000* FY Totals $567,295 $527,390 $407,806 $351,514 $584,528 *Numbers based on projections provided by Dot Rhyne. All sales numbers subject to change. Newsstands Newsstand sales for the most recent issues stand at: March/ 2015 (Sunsets) 99.88%* January/February 2015 (African American) 86.92%* November/December 2014 (Wildcare/Glass) 58.80%* September/October 2014 (Neon Leon) 33.74%* July/August 2014 (Geronimo) 63.09%* May/June 2014 (Food Destinations) 62.95%* March/ 2014 (Panhandle) 37.28%* January/February 2014 (Fly fisherman) 44.56% *Sell-through percentages become final 365 days after publication off-sale date. Marketing Current Discover Oklahoma: Full page ad in 6 issues, on-air promotions to subscribe; TV commercial for subscriptions. 8

9 KOSU: Full page ad in issues July/August 2014 May/June 2015, on-air ads & website ads TravelOK banner ads: ads for gifts and self-subscriptions running. Keep It Local OK: OKT has membership; Full page ad in January/February 2015 issue, remaining details still being worked out Tulsa 2015 Street Map: ad on back of map distributed during #ChallengeNate: Steffie challenged Nathan to turn 1,000 Facebook fans into subscribers in A special offer was created, a YouTube video uploaded, and promoted via Facebook. The offer will continue throughout the year. On hold (waiting to hear back from clients) Oklahoma Ford Dealers: Advertorial offer P&K Equipment: Sponsorship/Advertising offer Upcoming LivingSocial: planned for mid-june 2015 Oklahoma Pride Cooking Contest - Oklahoma Today is a co-title sponsor of the annual State Fair cooking contest with Made in Oklahoma. All promotions done by the State Fair and MIO will include Oklahoma Today. OKT will provide one judge to the contest. OKT has no financial commitment. Oklahoma Today s contribution to the contest includes publishing the winning recipes in the November/December 2015 issue; one ad for the fair and one ad for MIO (sizes TDB); and subscriptions as part of the prize packages. MIO will provide entry gift bags to all contestants that will include items provided by MIO along with a copy of the Oklahoma Today magazine, a special subscription offer, an Okie sticker, a Travel Guide, and an Outdoor Guide. Circulation General Circulation Current efforts are focused on renewals and planning for growth in terms of new subscriber acquisition. Overall circulation is currently 2% down than this same time last year, but will change as renewals and new subscriptions continue. Online Newsstands Oklahoma Today is now available for purchase on BestDealMagazines.com, Magazines.com, and Magmall.com. Revenue Total monthly revenue is up 9% over Ad revenue is down 22% from Circulation revenue (subscriptions, newsstands, single copies) is up 44% over FY15 is down 26% from this same time in FY14. Social Media Facebook The next issue promoted post is June 25 30, and will have the Keep It Local free card with purchase offer. The Oklahoma Today Facebook page currently has 28,257 likes, an increase of 1,219 since March. The OKT Facebook page continues to have higher traffic than all other magazines in the state, and now has more page likes than any other magazine in the state; on track to meet 30,000 page likes by the end of the fiscal year. Promoted posts on items that have links back to the OKT website is increasing the web traffic and the number of page visits. 9

10 Website In 2015 there were 39,730 unique visits, up 10% over OKT is looking forward to launching a more robust, user-friendly site with RSS feeds, Social Media links, etc. early in 2015; will be meeting with the NewsOK.com team soon to discuss their CMS. It has been discovered that OK.gov deletes any analytics older than one year, which makes it impossible to compare issues year-to-year. Digital Editions Currently OKT is available only through Magzter. The plan is to have a new digital platform in place and release it in conjunction with the new website launch. Magzter There have been 1,064 downloads since we went live with the September/October 2012 issue. The net expense to OKT is zero. Total net revenue to OKT to date is $2,

11 Tourism Information Center Gift Shop Revenue 2015 Gross Revenue Profit Margin Cost of Net Income Goods Sold Profit Margin 2015 Revenue 2014 % Change YTD Comparison FYTD 2015 FYTD 2014 Revenue Revenue % Change Miami $8, $4, $4, % $8, $10, (14%) $111, $102, % Oklahoma City $11, $5, $6, % $11, $8, % $101, $89, % Walters $3, $1, $1, % $3, $3, % $32, $37, (13%) State Capitol $9, $4, $4, % $9, $8, % $63, $58, % Total $33, $15, $17, % $33, $31, % $309, $287, % Monthly Gift Shop Revenue by Fiscal Year Gift Shop Revenue By Center 2015 $45,000 $40,000 $35,000 $30,000 $25,000 $20,000 $15,000 $10,000 $5,000 $0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $18,000 $16,000 $14,000 $12,000 $10,000 $8,000 $6,000 $4,000 $2,000 $0 FY 2012** FY 2013** FY 2014 FY 2015 OKC Capitol Miami Walters Ranking by Sales Volume Center Rank OKC ($1.19) Capitol ($1.00) Miami ($0.67) Walters ($0.56) Ranking by Sales Per Visitor Center Rank * Catoosa/Tulsa TIC leased to CNE 1/17/11/ Last day operated by OTRD 1/16/11 * Dtn OKC TIC closed 6/22/12 11

12 Tourism Information Center Visitation Report 2015 Location 2015 This Month vs. Last Month This Year vs. Last Year YTD Comparison March 2015 % Change Apr/Mar % Change FY 2015 FY 2014 % Change Blackwell 28,464 28, % 28,464 12, % 212, , % Colbert* 33,119 34,501 (4.01%) 33,119 35,996 (7.99%) 334, , % Erick 22,185 20, % 22,185 22,242 (0.26%) 174, , % Miami 13,071 14,760 (11.44%) 13,071 14,646 (10.75%) 167, ,842 (2.31%) Oklahoma City 9,728 10,758 (9.57%) 9,728 9, % 97,879 97, % Sallisaw 25,280 20, % 25,280 15, % 175, , % Thackerville* 26,314 28,339 (7.14%) 26,314 18, % 226, ,332 (2.75%) Walters 6,418 6, % 6,418 4, % 51,175 44, % Midwest City* 2,048 1, % 2,048 2,088 (1.92%) 17,850 16, % Capitol Visitor Center 3,838 4,541 (15.48%) 3,838 5,783 (33.63%) 27,467 28,237 (2.73%) Total Visitation 170, , % 170, , % 1,485,046 1,418, % Capitol - Tour Participants 2,122 2,359 (10.05%) 2,122 2,630 (19.32%) 10,011 9, % 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Visitation by Center 2015 Visitation By Month FYTD2015 FYTD2014 FYTD2013 FYTD2012 * Door counters for Blackwell & Erick centers installed August Last count prior to August 2010 was November 2006 for Blackwell & February 2007 for Erick ** Cherokee Turnpike TIC leased to Cherokee Nation/Last day operated by OTRD 3/31/