Transcript content marketing - MassVacation.com

Massachusetts Office of
Travel & Tourism
Massachusetts Film Office
Massachusetts Sports Marketing
Betsy Wall, Executive Director
THANK YOU TO OUR SPONSORS
2012 Conference Sponsors
Marketplace Sponsors
AAA
Albany Times Union
At-Hand Apps, LLC
Boston Chocolate Tours
Boston Globe Media
Boston Herald/Bostonherald.com
Broadway in Boston
Faneuil Hall Marketplace & Assembly Row
Group Tour Media
Madden Media
Meredith Travel Marketing
Nittany Valley Offset
Steaming Tender Restaurant
Travelocity
TripAdvisor
Yankee Publishing Inc.
WHY DOES TOURISM MATTER?
ECONOMIC IMPACT OF TRAVEL IN MA (CY 2011)
Domestic
Travel
expenditures
Jobs
State and
Local Taxes
$14.6 Billion
106,800
$921 Million
International
TOTAL
$2.3 Billion
$16.9 Billion
(Up 8.9%)
17,900
124,700
(up 2.4%)
$138 Million
$1.1 Billion
(up 9.7%)
Source: USTA,2010
Number of Visitors
DOMESTIC
INT’L
TOTAL
19.2M
2.1 M
21.3 M
Top Origin Markets- CY2011
Domestic
Volume
International
Volume
Boston media market
New York
New Hampshire
Connecticut
Rhode Island
6,300,000
1,800,000
1,600,000
1,600,000
800,000
Canada
United Kingdom
Germany
France
Japan
Emerging Markets:
China
Brazil
India
700,000
222,000
120,000
69,000
49,000
Visitor Profile
33% originate in MA
76% arrive by car
28% travel to visit family/friends
Massachusetts ranks 6th in US
139,000
54,000
50,000
Travel Trends for FY’13
Geo Heat Map
Audience is getting younger
Domestic Audience Age Range Representation
MA%
Universe %
MOTT’S
PORTFOLIO
Tourism Marketing
Domestic/International Marketing
Television, Radio, Online
massvacation.com
Search Engine Marketing
Public Relations
Targeted Consumer Outreach
Social Media – Facebook, Twitter
E-Communication
Sales Missions, Trade Shows
Group Tour, MA Green
LGBT and Niche Markets
Students and Families
Administer grants to RTC’s
Film
International/Domestic
Marketing
Public Relations
Social Media
Studio Sales Calls
Liaison with Unions,
Stakeholders
Workforce Development
Sports Marketing
International/Domestic
Marketing
Public Relations
Trade Shows
Social Media
Build College/University
Partnerships
FOCUS ON INTERNATIONAL
INTERNATIONAL MARKETING PROGRAM
CANADA- launch a major consumer and trade initiative TV, print & digital advertising
UK - launch significant partnerships and promotions
JAPAN - support & strengthen the new Japan Airlines flight
CHINA, INDIA, BRAZIL - invest in emerging
markets
BRAND USA & MASSACHUSETTS


BRAND USA – first-ever international marketing
campaign.
Massachusetts international programs will be aligned:


Visit Florida, Orlando, Las Vegas & California
International arrivals to the U.S. potential growth


36% from 59.7 million arrivals in 2010 to 81 million
arrivals by 2016
generating an additional $88 billion in revenue and
supporting 629,000 jobs in the U.S.
Growth in Visits to U.S. from 2007 to 2011
Percentage Growth
140%
120%
100%
80%
60%
40%
20%
0%
Percentage
Growth
MASSACHUSETTS FILM OFFICE
• 2012 - 6 feature films, 1 TV pilot, 1 TV
Movie of the Week
• 2010 - Present 24 major feature films
and 4 TV pilots.
• R.I.P.D . (NBC /Universal) spend $108m in Massachusetts 950 local crew
and 3,300 extras.
• Labor Day (Paramount Pictures and
Indian Paintbrush) spend - $34.4m 300 local crew
• New England Studios - first stage of a
state-of-the-art television
MASS SPORTS OFFICE
Confirmed Events
2013 AT&T American Cup March
2 - Worcester

2013 World Synchronized Team
Skating Champs April 2-6 Boston

2014 US Figure Skating
Championships January 5-12
Boston

MA Olympians reception –
Late September.
Greater Springfield – Sports
Commission

Shannah McArdle – Director
[email protected]
http://www.masportsoffice.com
Content Marketing
Strategy
content marketing: communicating with your customers
and prospects without selling. It is non-interruption
marketing. Instead of pitching your products or services,
you are delivering information that makes your buyer more
informed.
As brands increase their social footprint, they take
advantage of users who are motivated to share branded
content with their social circles thus igniting a “momentum
effect.”
Goals for FY’13
• Fresh, relevant & timely content across all channels
• CHANNELS - Aggressively acquire new prospects across
all channels, but with a priority of Facebook, Twitter &
Mobile Phone (for Text program)
• ASK A LOCAL - incent/acquire more locals-generated
tips and launch an Android version of the app (late
2012)
• MILLENIALS – focus on younger generation - expand
video content
UPCOMING TOURISM EVENTS
TOURISM U
Friday, September 21:
Clark Art Institute, Williamstown (in the café)
10:00am: International (90 min)
12:00pm: Research (60 min)
1:00pm: End
Monday, September 24:
*Co-sponsored by Senate President Therese Murray
Radisson Hotel Plymouth Harbor
9:00am: International (90 min)
11:00am: Research (60 min)
12:00pm: End
RSVP to: [email protected]