FY09 Marketing Plan by kellena93

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									                                            FY09 Marketing Plan
                                                   Table of Contents

                                     Executive Summary                 3

                                     Strategic Marketing Plan          10

                                     Messaging                         13

                                     Marketing by Division             15

                                     Media Plan                        31

                                     Marketing Leverage Program        41

                                     Appendix                          55




Virginia Tourism Corporation FY09 MARKETING PLAN                            1
2   Virginia Tourism Corporation FY09 MARKETING PLAN
FY09 Marketing Plan



Executive Summary
Overview:

Tourism and Travel is one of the world’s largest industries and the world’s largest service industry,
growing at an average annual rate of 4.5 percent worldwide.

Tourism plays an integral role in Virginia’s economy Tourism is a chief economic driver in the
Commonwealth and the impact of travel and tourism dollars on Virginia’s economy is significant.

    Tourism generates approximately $18.7 billion annually
    by U.S. resident travelers in Virginia;

    Tourism accounts for 210,000 jobs in Virginia associated with $4.32 billion
    in salaries and payroll;

    Travel and tourism generates $1.2 billion annually in state and local taxes;

In 2007, local taxes attributed to tourism increased 5.3 percent, from $503 million to $529 million.
State taxes from the industry were up 3.5 percent, from $706.8 million to $731.6 million, and
federal taxes generated by traveler spending in the Commonwealth increased 2.3 percent, from
$1.20 billion to $1.23 billion.

Other significant increases for 2007 over 2006 include the 5.5 percent growth in traveler spending
in public transportation, from $2.5 billion in 2006 to $2.7 billion in 2007. There was also a 7.8
percent increase in spending on auto transportation, from $3.7 billion to $4.0 billion. Although
the increase of gasoline undoubtedly contributed to both of these increases, other increases are
noteworthy: lodging up 5.7 percent; foodservice up 5.0 percent; entertainment and recreation up
5.3 percent and general retail trade attributable to tourism up 4.9 percent.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                        3
    In 2007, state tax revenues, including state sales taxes and taxes on personal and corporate income,
    generated from travelers increased 3.5 percent from 2006 to $731.6 million.

    •	 As a comparison, the amount of tax revenue generated by tourism in 2007 was more than 4
       times greater than state tax revenue from cigarette sales in FY2007. (Virginia Department of
       Taxation, 2007 Annual Report) [$171,992,000 to Virginia Health Care Fund]

    In CY 2007 state and local taxes generated by travel reached $1.26 billion. If earmarked for
    education, this amount would be 2.9 times what the Virginia Lottery contributed in FY 2007
    ($437.1 million). [From the VA Lottery Web site http://www.valottery.com/money .]

    •	 Throughout the state, state tax revenues generated by tourism are enough to pay for:

        o The salaries and benefits of more than 11,500 new state police officers (8/7/2008-
          Virginia state police trooper advertisement for position #69072, trooper – starting salary
          $36,207. Benefits equal 45.63percent of salary + $10,668 Health Care (benefit details
          from 2006 position posting) or

       o more than 1,900 miles of pavement – the distance from Virginia Beach to Denver, CO
         (Virginia Department of Transportation, “2025 State Highway Plan – Technical Report,”
         December 2005, Appendix D) [rural 2 lane 18’ pavement width costs $368,000 per mile]
         or

       o the education of more than 78,000 Virginia students (National Education Association,
          “Rankings & Estimates – Rankings of the States 2006 and Estimates of School Statistics
         2007,” Table H-11, December 2007) [ average expenditures per student k-12 in VA =
         $9,275]

    •	 Local taxes generated by tourism are enough to pay for:

       o With an average annual salary of $43,823, local taxes from tourism could pay the salary
         of more than 12,000 elementary and secondary school salaries with the $529.2 million
         in local taxes collected from travel in 2007. (National Education Association, “Rankings
         & Estimates – Rankings of the States 2006 and Estimates of School Statistics 2007”,
         Table C-11, December 2007) or

        o The successful placement of more than 1.3 million cats and dogs by local animal shelters.
          (Uses Richmond SPCA costs and placement statistics, http://www.richmondspca.org/
          site/PageServer?pagename=newstatistics $3.75 million budget. Expenditures – 31 percent
          pet adoption, 12 percent pet rehab. 4,163 animals saved through adoption and behavioral
          assistance.)




4                                                               Virginia Tourism Corporation FY09 MARKETING PLAN
The Virginia Tourism Corporation
The Virginia Tourism Authority is a subdivision of the Commonwealth of Virginia authorized to do
business as the “Virginia Tourism Corporation” (VTC). The primary role of the Virginia Tourism
Corporation (VTC) is to promote Virginia as a premier travel and tourism destination.

The VTC has a Board of Directors comprised of 15 members, including the Secretary of Commerce
and Trade, the Secretary of Finance, the Secretary of Natural Resources and twelve members
appointed by the Governor and confirmed by the General Assembly. The VTC comprises a staff of
65 including Richmond headquarters, five satellite offices and 13 state welcome centers.


MISSION STATEMENT:

           The Virginia Tourism Corporation (VTC) is a highly productive, creative and
             dynamic organization blazing new paths in tourism and film marketing.

The VTC marketing program strives to attract More People, Staying Longer, Spending More Money.

The Product:

Visitors to Virginia enjoy the state’s rich natural, cultural and historic resources, as well as world-renowned
icons such as Monticello, Mount Vernon, Colonial Williamsburg, Arlington National Cemetery, Blue Ridge
Parkway, Shenandoah National Park and Virginia Beach. With magnificent mountains and beaches, scenic
state and national parks, museums, historic attractions, resorts, theme parks, championship golf courses,
heritage trails, including Civil War and Crooked Road, and state of the art meeting and convention facilities,
Virginia offers an exciting travel experience with year-round appeal.

Access:

Virginia is accessible. The state is located within a 750-mile radius of 60 percent of the U.S. population and
30 percent of Canada’s population. Virginia is within a day’s drive of more than half the nation’s population.
Washington Dulles International Airport and Ronald Reagan National Airport, both located in Virginia, are
major gateways for domestic and international visitors. The state’s proximity to major population centers
along the East Coast, five major interstate highways and 12 regional airports makes it a logical destination
for domestic and international travelers. Virginia has recently experienced an increase in service by low-
cost carriers such as JetBlue Airways, Southwest Airlines, Air Tran Airways and Virgin Atlantic. These
low-cost carriers not only provide more transportation options for travelers but increase Virginia’s appeal
as a travel destination.

Competitive Analysis:

Virginia is one of the top ten travel destinations in the United States. Virginia ranks 10th in visitor spending
nationwide, a position the state has held for more than half a decade. While the state’s rank is high,
the marketing budget continues to decrease. Recent budget cuts have weakened Virginia’s voice in the
marketplace with the elimination of national television advertising. Therefore, it is more important than
ever for the industry to band together and collectively market the state’s tourism assets with one, single
voice and one strong brand message.

Virginia Tourism Corporation FY09 MARKETING PLAN                                                                   5
    The absence of a competitive marketing budget is compounded by escalating gas prices and a sluggish
    U.S. economy, causing consumers to watch their discretionary spending and taking shorter, less frequent
    vacations.

    Despite these conditions, VTC is taking a bold new marketing approach to cut through the clutter to
    reach our targets. Today’s consumers are incredibly savvy. They require dialogue and engagement in their
    communication. Old marketing strategies are no longer relevant to today’s consumer. It takes fresh ideas to
    get their attention.

    VTC’s Live Passionately campaign takes a fresh look at the approaching 40-year old beloved Virginia is for
    Lovers slogan and logo. More importantly, Live Passionately provides meaning to Virginia is for Lovers
    and strengthens the Virginia tourism brand. Live Passionately makes a bold and aggressive attempt to cut
    through the clutter, stand out from the competition and reach our target, the educated female baby boomer.

    Consumers want more meaning in their life. They don’t have time to waste. They want to know what you
    have to offer, how it is different from the competition, how they can get fast information about it and what
    it is going to cost. They need it to be as easy as possible for them to book it. And they want to do all of this
    online.

    Attitudes toward travel:

    Travel indicators show that consumers are taking fewer trips in the wake of greatly increased gasoline costs
    and a slowing economy. Consumers’ overall attitude toward the economy has been poor. The consumer
    confidence index in the summer of 2008 has been half of what it was in 2007. Despite these setbacks, 78
    percent of all consumers say they have not allowed these concerns to negatively affect their travel plans. Of
    those that have scaled back their travel plans, 95 percent have opted to take fewer trips, stay closer to home,
    or cut back on expenses rather than cancel their plans entirely. (TNS Omnibus, April 2008).

    These behaviors suggest that Americans continue to see travel as an important part of their lives. According
    to the July 2008 AMEX Survey, “At least 60percent of respondents said that even though they feel the
    U.S. economy is currently in or edging toward a recession, travel is so important to their mental health and
    lifestyle that they have not let economic concerns impact their plans.”

    International Marketing:

    Canada is Virginia’s largest international market. VTC maintains its market representation in Ontario and
    Quebec. Canadian visitation to Virginia is strong, with 466,100 visitors in 2006. These visitors are staying
    an average of 2.9 nights. Multiplying total person-visits by average length of stay produces the number
    of total person-nights, and Virginia received 1,364,700. VTC maintains in-market representation in both
    Ontario and Quebec in order to maintain high market share.

    In terms of overseas visitation, Washington Dulles International Airport is located in Chantilly, Virginia, so
    therefore it is beneficial for VTC to partner with Washington, D.C. and the state of Maryland in the Capital
    Region USA Partnership. Washington Dulles International Airport services 458 weekly arrivals from forty
    two foreign cities on 23 carriers to Dulles.

    The Capital Region USA, Inc. (CRUSA) is a multi-destination tourism coalition comprised of the Virginia
    Tourism Corporation, the Washington, D.C. Convention and Tourism Corporation and the Maryland
    Office of Tourism Development. Formed in 1991, CRUSA has created a strong, unified marketing alliance


6                                                                      Virginia Tourism Corporation FY09 MARKETING PLAN
committed to attracting the lucrative overseas visitor by combining limited marketing funds from each
partner.

The partnership recognizes that travelers from overseas visit multiple destinations, stay longer and spend
considerably more than domestic visitors. By working together, the partners have created a regional
destination that is more compelling to overseas visitors and mirrors their vacation patterns. Through shared
resources and vision, the Capital Region USA strives to increase visitation and economic impact to the
region from target tourism markets by implementing strategic marketing programs and developing public-
and private-sector partnerships.

While the US economy is sluggish and gas prices are causing consumers to take shorter and fewer vacations,
the weak dollar is generating increased foreign travel to the United States.

The weak dollar is expected to continue to fuel increases in overseas arrivals to the USA and Virginia. In
2007 overseas visitation rose by 7 percent to 1.45 million overseas travelers who spent $1.05 billion in
Virginia, Washington, D.C. and Maryland, a 15percent increase in spending in one year.

VTC’s investment of $350,000 in the Capital Region USA marketing partnership (that also includes
Washington, D.C. and Maryland), is leveraged by more than 4:1 to create a $1.5 million annual marketing
budget to promote Virginia and the region internationally. This commitment attracts a further $1.7 million
in cash and in-kind support from the private/public sector – all targeted at driving overseas visitors to
Virginia and the region.

The Virginia Tourism Brand:

Consumers tend to think of Virginia as a romantic destination. Most do not realize the diversity of activities
Virginia has to offer from outdoor activities, wineries, cultural and heritage trails and beaches. History is
top of mind when mentioning Virginia, but, at times, it does not come off as exciting, invigorating and full
of activity.

Live Passionately attempts to shift the old Virginia image and brand that imply that the state is stuffy,
expensive, boring, loaded with history and low on excitement. Live Passionately reaches out to people who
are as passionate about travel as they are about life. It’s all about making the most out of life and travel
experiences. Whatever you’re passionate about – music, food, history, kayaking, Virginia is a destination
to feed those passions.

Live Passionately was designed with insight from consumers and Virginia’s tourism industry to create
a powerful voice that motivates travelers to come to Virginia. Industry leaders such as Virginia Beach
have taken a similar approach with local campaigns, and they are experiencing some of the best results in
years.

The Live Passionately campaign has expanded to include more than 35 Virginians employed in the tourism
industry whom a consumer could actually encounter on a visit to the state. These “portraits of passion”
come to life on Virginia.org through two-minute video segments and seven are featured in fall 2008 print
and online ads.

The campaign is calling travelers who don’t just visit a place; they experience it to the fullest. The campaign
appeals to people who travel to enrich their lives and specifically targets women who seek out new
experiences, safe and affordable family destinations and personal enrichment for themselves, their friends
and their family. It is a new, creative approach designed to make consumers sit up and take notice, and
ultimately motivate them to visit Virginia.

Virginia Tourism Corporation FY09 MARKETING PLAN                                                                  7
    Marketing Effectiveness:

    VTC never embarks on any marketing campaign without establishing performance measurements first and
    evaluating the program throughout its run, adjusting as needed and providing final results and ROI.

    Some of the strongest 2008 promotional campaigns have generated more than 20,000 leads each including
    the “Front Row Fanatic” statewide music promotion and the “Bizarro Baby Halloween Sweepstakes.”
    To commemorate the 20th Anniversary of Virginia Wine Month, developed the “Find the One You Love”
    marketing campaign. VTC is partnering with the Virginia Wine office, and this promotion features an
    online sweepstakes. Leads, these days, are generated through these types of marketing activities instead of
    traditional vehicles used ten years ago. Promotions also offer tremendous opportunities and exposure for
    Virginia tourism partners to participate.

    To help evaluate the effectiveness of advertising media buys, VTC hired Longwoods International, a research
    firm based in Toronto that specializes in tourism research and specifically tourism marketing campaign
    effectiveness. Longwoods was asked to conduct an evaluation of VTC’s 2006 advertising campaign. The
    purpose of the study was twofold: to measure consumers’ perception of Virginia as a travel destination
    against it’s competitors and to determine the bottom-line impact of Virginia’s advertising program.

    In terms of competition, VTC selected Pennsylvania, North Carolina, Tennessee, and Washington, D.C. for
    the study because of their geographic proximity, competitive product, and competitively ranked visitation
    and spending.

    The good news is Virginia is the top-rated place respondents said they would enjoy visiting: 62 percent
    strongly agreed, putting Virginia just ahead of Pennsylvania and North Carolina.

    Virginia performed better than its competitors on almost all the attributes and especially those that rank
    highest in importance. It’s interesting to note that the attributes that rank highest are all ones that are more
    emotional in nature – such as exciting, family destination, safe and comfortable. In fact, when looking at the
    specific attributes that correlated highest with desire to visit, the top 12 were all things that related to how the
    destination made the respondent feel as opposed to actual physical attributes. This is particularly relevant
    because these findings support the overall strategy of the Live Passionately campaign as it emphasizes these
    emotional attributes.

    Advertising Awareness:

    Almost 50 percent of those respondents within VTC’s target markets were aware of at least one of the ads.
    The markets tested were Philadelphia, Pittsburgh, Baltimore, Raleigh, Washington, D.C. and all of Virginia.
    Combined, these regions have an adult population of 17.8 million. This translates into 8.8 million people
    who were aware of VTC ads.

    Those who were aware of the ads were significantly more likely to agree Virginia was a place they’d really
    like to visit, indicating that the ads had a positive impact on consumers’ perception of the state. Additionally,
    those who were aware of VTC advertising rated Virginia higher in every attribute group, which suggests
    that the ads were successful in impacting all areas of importance.

    Longwoods estimated that VTC’s ads were responsible for an additional 688,000 trips in 2006.




8                                                                         Virginia Tourism Corporation FY09 MARKETING PLAN
In the study, trips were separated into day trips and overnight trips, and average spending per adult was
calculated and applied to both. Average spending for day trips was $112 and for overnight trips $338. This
multiplied together shows that VTC’s ads brought in an additional $177 million. Using the ratios from TIA’s
economic impact model, Longwoods determined that this spending resulted in $7.2 million in state taxes
and $5.2 in local taxes - a total of almost $12.5 million.

Considering that VTC spent just $2.5 million on all the advertising that was tested in 2006, the overall ROI
to the state of Virginia is $5 for every $1 VTC spends on tourism promotion, which represents a 5:1 ratio.

Finally, all participants were asked whether they had plans to visit Virginia after 2006. None of these
planned trips were counted in the ROI figure. When comparing the two groups, it is important to note that
another 600,000 travelers have not yet visited Virginia but say that they plan to.

FY09 Marketing Plan:

Approaching its 40th year, Virginia is for Lovers is one of the most well-loved and well-known tourism
slogans in the world. VTC’s marketing campaign, Live Passionately, builds on that brand and makes it
more relevant. While Virginia is for Lovers remains the state’s official tourism slogan, Live Passionately
intends to make it more relevant to today’s busy and savvy travel consumer. Live Passionately also makes
the slogan stronger, more vibrant.

The Live Passionately “Portraits of Passion” brings this message to life and provides the consumer with the
desired dialogue and engagement.

But is that enough? No. While Virginia has a superior tourism product, a productive and dynamic tourism
industry, a well-known and beloved travel slogan and logo and a compelling, engaging and contemporary
campaign, we simply don’t have the financial resources to have a strong, frequent and consistent voice in
the marketplace.

The only possible way to remain competitive and keep the number 10 national ranking in visitor spending
is to join together as an industry and adopt and extend the Live Passionately campaign.

FY09 Marketing will focus on strengthening the Virginia travel brand through the Live Passionately Virginia
is for Lovers campaign, engaging the industry and asking them to include the campaign in its overall
tourism marketing so we have a united and stronger voice in the market place. VTC will also expand our
online marketing to include more Virginia “Portraits of Passion” to generate dialogue, virual activity and
and consumer buzz.

To strengthen the brand, we must be very specific with imagery, words, drivers and our call to action. Live
Passionately uses a specific treatment of Virginia is for Lovers. VTC has developed a new brand tool kit that
provides Virginia’s tourism industry with easy steps to follow.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                9
     Live Passionately FY09 Strategic Marketing Plan

     VTC Goals:

     1.   Increase tourism market share and annual visitor spending in Virginia;
     2.   Position Virginia as a premier travel and tourism destination;
     3.   Leverage limited marketing funds by working collaboratively with Virginia
          travel partners;
     4.   Increase tourism funding, including identification of new sources,
          to advance tourism marketing and tourism development;
     5.   Strengthen Virginia’s competitive position in national
          and international travel and tourism markets;
     6.   Provide dynamic and innovative marketing and advertising programs
          that are cost-effective and reach the intended targets;
     7.   Increase the focus upon community tourism development, tourism planning and capital access;
     8.   Prepare Virginia’s tourism workforce for the future.

     FY09 Marketing Objectives:

     1.   Work collaboratively with Virginia’s tourism industry to increase the economic impact of tourism
          by 5 percent annually;
     2.   Expand and extend the Live Passionately campaign by working with a minimum
          of 50 communities and agencies to adopt and implement plans that strengthen the campaign and
          increase frequency and target reach;
     3.   Leverage marketing dollars at least 5:1 by working with strategic tourism partners;
     4.   Attract domestic and international film, television, video and multi-media production to the state
          and increase the economic benefit by 3 percent.

     FY09 Marketing Strategies:

     1.   Sell Virginia’s tourism product by building upon the well-recognized Virginia is for Lovers logo
          and slogan through the Live Passionately campaign;
     2.   Develop and execute collaborative statewide Live Passionately marketing programs;
     3.   Continually educate elected officials and key opinion leaders about the economic importance of
          tourism and encourage investment in the industry;
     4.   Advance the use of technology in marketing and tourism promotion;
     5.   Market existing tourism product of all sizes, including high revenue-generating destinations, and
          support the development of new tourism product;
     6.   Work daily to insure that all VTC domestic marketing programs are fully integrated and support the
          Live Passionately marketing campaign;
     7.   Promote Virginia’s existing and expanding meeting and convention facilities;
     8.   Promote Virginia’s existing and expanding sports facilities and attract more sports, military,
          educational, and fraternal (SMERF) groups to Virginia;
     9.   Market Virginia’s Film assets to the film and video industry through the Virginia Film Office.




10                                                                  Virginia Tourism Corporation FY09 MARKETING PLAN
Target Audiences:
Primary:
   Educated Female
   Baby Boomer
   HHI $75 K+
   Married, single, or empty nester
   Age 35+
   Passionate about travel and travel experiences
   Passionate about reconnecting with family and friends
Secondary:
   Media outlets in target markets
   Group tour operators
   AAA offices
   Meeting and convention planners
   SMERF planners
   International consumers
   International tour operators and media
   Film producers and directors

Target Source Markets:
Primary:
   New York
   Washington, D.C.
   Philadelphia
   Baltimore
   Virginia
Secondary:
   Raleigh-Durham
   Atlanta
   Pittsburgh
   Charlotte
   Boston
   Canada
   UK, Germany, France, Continental Europe, Mexico and Latin America

Top 10 Drivers:
    Visiting friends and relatives
    Visiting Virginia as part of a DC vacation
    Historic towns and cities
    Beaches
    Mountains
    Theme parks
    Trails
    Epicurean
    Wellness and spa
    Festivals and events


Virginia Tourism Corporation FY09 MARKETING PLAN                       11
     Travel Trends:                                  Why Market to Women as a Primary Target?
         Girlfriends Getaways                           Women are the world’s largest market
         Multi-Generational Travel                      segment
         Epicurean Vacations                            They are the fastest-growing market segment
         Pet Friendly Vacations                         They account for 80 percent of consumer and
         Weekend Escapes                                business spending
         Eco-Friendly vacations                         They control more than half the private
         Reunions                                       wealth in the U.S.
         Experiential Travel                            They make the travel decisions on behalf of
         Travel Closer to Home                          the household

     Emotional benefits of travel:                   What are women looking for in a vacation?
         Health and wellness                            Romance
         Relationship-building                          Grandparent getaways
         Career success and increased productivity      Next quest
         Increased creativity                           Sense of achievement
                                                        Connection with family and girlfriends
     What do travelers want?                            Passionate travel experiences – Lifelong
                                                        learning
         Destination for an extended vacation           Volunteer vacations
         Friendly atmosphere
         Short getaway                               Media Habits
         Safe
         Relaxing                                       Excluding word of mouth and personal
         Value for investment                           experience, destination Web sites have
         Change of scenery                              become the single most used planning
         Good for couples                               resource for travelers coming to Virginia.
         Good for families and children

     What Virginia delivers better than its
     competitors?
         History and heritage
         Opportunities for affluent travel
         Small-town America
         Outdoor recreation




12                                                         Virginia Tourism Corporation FY09 MARKETING PLAN
Live Passionately Messaging
“Live Passionately” represents a state of mind. It is a way of living, and traveling. The campaign implies
that a vacation to Virginia is more than just a travel experience. It is a journey that promises a renewed and
meaningful state of being.

Virginia Tourism Corporation launched the “Live Passionately” campaign in August 2007 on an in-state and
regional basis. The campaign includes television, radio, print, billboards, and online advertising. The ads are
designed to grab consumers’ attention and motivate them to visit Virginia.org and learn more.

The television spots feature Virginian Dave Matthews’ song “Stay or Leave.” Dave Matthews epitomizes
“Live Passionately” – he’s an incredible Virginian who is passionate about music and travel. His music
supports the emotional appeal of “Live Passionately.” Virginia Tourism is proud to continue its partnership
with the Dave Matthews Band, which lent its song, “Stay,” to VTC’s prior award-winning campaign.

Tourism competition is fierce, and the state is taking a bold approach to cut through the clutter and reach the
consumer. Today’s consumers are incredibly savvy, and it takes fresh ideas to get their attention. Generally
speaking, most tourism ads - particularly those in our competitive set - look the same and benefit from
much larger marketing budgets. Those ads primarily focus on a destination’s attributes versus its emotional
relevance to travelers and the target – the educated female baby boomer. The photography is expected and
similar in style. “Live Passionately” is different and is meant to stop the consumer from turning the page, the
radio station or the television channel.

Creative execution:

“Live Passionately” creative features real Virginians to appeal to our primary target audience and to assist in
breaking through the visual clutter and sea of sameness evident in competitive states’ marketing campaigns.
Its richness portrays how colorful one’s travel experience will be in Virginia. The intensity of the ads is
meant to be a page-stopper that engages the consumer and convinces him or her to pursue an exciting life and
travel experience in Virginia. Various states of passion are featured in the ads in order to engage consumers.
The TV shares one woman’s passionate life story. The Web site enables consumers to discover their own
“Passionality” and engages them into a Virginia travel experience planning mode.

The Portraits of Passion illustrates what it means to Live Passionately: living life to the fullest by pursuing
your interests with great devotion.

As a marketing platform for Advertising, PR and EM, Portraits of Passion shines a light on real Virginians
who embody the spirit of the Live Passionately campaign.

Portraits of Passion presents Virginia as an inspiring environment for the devoted pursuit of life’s dreams.
Integrated across Advertising, Public Relations and Electronic Marketing, the campaign shines a light on real
people who Live Passionately in ways that are uniquely Virginian.

The creative goal is to make this campaign a phenomenon that nourishes consumers’ highly unattended need
for a richer, more passionate existence and inspires them to reach for a higher state of being. The marketing
goal is to attract more people who will stay longer and spend more money.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                  13
     Live Passionately Message Points

     Live Passionately Brand Definition (What is Live Passionately?)
     Live passionately is less about a vacation and more about a lifestyle, with savvy travelers choosing
     to visit Virginia to live out their passions for wine, music, heritage, outdoor adventure, and other
     fulfilling experiences that make Virginia one of the top destinations in the country.

     Live Passionately Support Phrases:
            Live life to the fullest               Be totally engaged
            What defines you                       Intense
            Feel fully alive                       Your driving life-force
            Validate your character                Feeds your life-force
            Over-the-top                           Obsession
            Physically-compelled                   Unbridled emotion
            Be totally committed                   Be dedicated
            Embody your beliefs                    Live in the moment

     Portraits of Passion
     Virginia’s Portraits of Passion tell the story of real people whose overwhelming passion for life
     makes a visit to Virginia memorable and rewarding. These are real Virginians who live passionately
     every day whom travelers can connect with while visiting Virginia. Their stories are shared in the
     Virginia Travel Guide, advertisements and on video vignettes on Virginia.org to help bring Live
     Passionately to life.

     Virginia is for Lovers:
        •	 Virginia is for Lovers represents a love of life and a passion for travel.
        •	 Virginia is for Lovers is one of the longest-running and most recognizable tourism
           slogans in the world.
        •	 The Live Passionately campaign brings new meaning to Virginia is for Lovers and makes
           it more relevant for today’s savvy travelers.
        •	 2009 marks the 40th anniversary of Virginia is for Lovers, celebrating a love of life and a
           passion for travel.

     Virginia’s Unique Selling Points
        •	 History and Heritage
        •	 Main Street America
        •	 Wine Travel
        •	 Outdoor Adventure
        •	 Luxury Travel




14                                                               Virginia Tourism Corporation FY09 MARKETING PLAN
Integration

All VTC marketing divisions are focused on convincing travelers that coming to Virginia is better than what
they were planning to do. All marketing efforts drive best prospects to Virginia.org. The overall agency goal
is to increase visitation by 5 percent by leveraging marketing funds, working together with Virginia’s public-
and private-sector to target the right prospects in the right market at the right time. VTC’s marketing team
meets weekly to ensure that all programs support the Live Passionately campaign and are fully integrated
and providing desired results and expected ROI.




MArkETINg bY DIVISION

Marketing Administration

Department Objectives:
1. Generate a marketing conversion rate of over 40 percent;
2. Distribute 600,000 travel guides and 30,000 eGuides;
3. Generate 1 million qualified email addresses in consumer database;
4. Leverage VTC funds 5:1 through strategic marketing partnerships;
5. Drive 6 million unique visitors to Virginia.org;
6. Advance technology use in all marketing initiatives

Strategies:
1. All marketing initiatives direct consumers to Virginia.org
2. Meet weekly with VTC marketing staff to insure all programs are integrated;
3. Develop and implement a strategy for travel guide distribution;
4. Develop and implement a strategy for increasing database opt-ins;
5. Develop partnership programs to increase VTC’s marketing budget;
6. Administer effective marketing programs that drive consumers to Virginia.org;
7. Develop more interactive and electronic marketing programs to remain visible and competitive in
    today’s overcrowded marketplace;
8. Work collaboratively with VTC’s Tourism Education and Development and Film divisions to
    integrate and support inter-division goals and objectives;
9. Report on marketing activities and results to VTC Board of Directors and Virginia’s tourism industry;
10. Plan and host the annual VA1 conference;
11. Attend industry meetings regularly including but not limited to VACVB, VHTA and VA-1.

Marketing Resources
VATC.org/marketing
    FY09 Marketing Plan
    VTC marketing staff contacts information
    VA-1 Agenda and Registration information




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                 15
     Advertising

     Department Objectives:
     1. Negotiate 3:1 ad cooperative media buys with average savings of 60 percent to industry partners;
     2. Achieve a CPI of $6.00;
     3. Increase industry participation in VTC cooperative advertising agency programs 10 percent by
        offering industry partners more cost-effective coops;
     4. Produce 200,000 print inquiries and 150,000 interactive inquiries as determined by number of
        impressions delivered, click through rates and site visitation through cooperative marketing programs.

     Strategies:
     1. Create a marketing mix that builds on the success of the print and interactive campaigns while
         testing new media vehicles. Marketing Mix will consist of print, television (in-state), radio (in-state),
         outdoor, interactive as well as sweepstakes and promotions. Campaigns will run in-state, regionally
         and some nationally;
     2. Provide opportunities to Virginia’s tourism industry to leverage commercial media buying
         opportunities at lower rates than could be achieved independently;
     3. Monitor the Virginia is for Lovers “Live Passionately” campaign to insure it continues to produce
         results;
     4. Implement a comprehensive and effective multi-cultural advertising and marketing program;
     5. Monitor and analyze leads to insure they are generated according to established goals;
     6. Manage and work effectively and efficiently with VTC advertising agency of record;
     7. Focus campaign on target audiences in best prospect markets; more geographically concentrated
         branding;
     8. Ensure consistency and common message points in all aspects of advertising ranging from print ads
         to commercials to travel guide content;
     9. Collaborate with VTC in-house graphics division, Reflex Blue, and agency of record, BCF, to
         produce ads, collateral and support materials for VTC initiatives and campaigns.

     Tactics:
     1. Develop and implement an 18-month media plan that runs from January 1, 2009, through June 30,
         2010. The media plan will be accessible at all times on www.vatc.org and include more than 100
         cooperative opportunities;
     2. Participate in joint marketing with state media organizations, the Virginia Association of
         Broadcasters and the Outdoor Advertising Association of Virginia for broadcast and outdoor
         advertising (in-state only);
     3. Complete production of creative assets for Live Passionately campaign;
     4. Collaborate with Electronic Marketing to extend the brand interactively, increasing online brand
         presence.

     Advertising Resources
     VATC.org/advertising
         January 2009-June 2010 Media Plan
         Joint advertising opportunities
         Samples of VTC Advertising
         Brand Tool Kit
         Advertising Proposal Requirements




16                                                                     Virginia Tourism Corporation FY09 MARKETING PLAN
Electronic Marketing

Department Objectives:
1. Achieve 6 million unique visitors to Virginia.org;
2. Generate 200,000 new email opt-ins to receive the monthly Virginia eNewsletter;
3. Deliver 10,000 online reservations (hotel, air, car rental, packages) through Virginia.org;
4. Establish 10 new data-share programs with Virginia communities and/or associations;
5. Generate 30,000 eGuide downloads.

Strategies:
1. Provide assistance to Virginia’s tourism industry to provide data and listings for Virginia.org;
2. Further the development and implementation of effective Search Engine Marketing and Search
    Engine Optimization strategies;
3. Conduct a Web site effectiveness review and implement suggestions;
4. Monitor activity and effectiveness of online booking engine and develop strategies to increase
    bookings through this service;
5. Research and determine the effectiveness of social marketing strategies on Virginia.org;
6. Work closely with all marketing divisions to ensure campaign promises are delivered and featured on
    Virginia.org;
7. Monitor and report web traffic weekly utilizing Web site analytics software (Site Catalyst) and
    research utilities (Hitwise) and develop tactics to respond to trends and traveler interests;
8. Participate in the Google Ad Sense program in order to generate ad revenue to Virginia.org;
9. Research and develop additional revenue generating programs through Virginia.org and eCRM
    programs;
10. Produce and distribute monthly eNewsletter, specialized consumer emails and monthly industry
    Dashboard;
11. Evaluate existing eCRM program and research and implement strategies to improve program.

Tactics:
1. Regularly upgrade www.Virginia.org with relative enhancements to ensure the site remains
     competitive and consumer-friendly;
2. Develop, maintain and provide regular updates to Virginia.org, VATC.org, Group and
     Meeting planner site, Public Relations site and Sports Marketing site including enhancement,
    search engine marketing, content development, rss feeds, web partner marketing services, domain
    registration and renewal and hosting and maintenance services;
3. Maintain and provide regular updates to additional Web sites hosted by Virginia Tourism
    (i.e. Wilderness Road, Virginia Green, Fall in Virginia);
4.    Invest in Search Engine Marketing and Search Engine Optimization to maximize consumer traffic
    to Virginia.org, lead generation for Travel Guide orders and eNewsletter signups, and promotional
    efforts;
5. Provide comprehensive training to Virginia’s tourism industry partners to enable them to enter and
    update their tourism information efficiently and effectively on Virginia.org;
6.    Work with VTC agency of record to provide creative for the Virginia.org that supports the campaign;
7. Attend pertinent industry conferences and educational meetings in order to survey the competition
    and learn competitive best practices for Web site marketing. Conferences include but are not limited
    to ESTO, TIA Outlook Forum, Travel Com and Smack down;
8. Feature Virginia getaways, Packages and Promotions on Virginia.org;
9. Develop and launch group tours, meeting planner and sports marketing Web sites;
10. Develop and launch the new Virginia.org press room. The site will include a new image library, news
    releases, feature stories and other pertinent materials;

Virginia Tourism Corporation FY09 MARKETING PLAN                                                            17
     11. Provide a 24-7 central location for Virginia tourism partners to access information on VTC services
         and marketing opportunities, contact information via VATC.org;
     12. Manage the Virginia.org search engine optimization plan by developing web content, tags, keywords,
         pages and links. Improve visibility, rank, frequency and relevance in the organic listings of search
         engines and directories by utilizing sitemaps and other technologies.

     Electronic Marketing Information Resources:
     VATC.org/eMarketing
          Internet/Web Marketing on Virginia.org
          Promote your event on Virginia.org
          Post your getaways on Virginia.org
          Packaging Guidelines for Virginia.org
          Email marketing
          Data Sharing
          Search Engine Marketing
          Web site Statistics
          Information on how to submit a proposal to Electronic Marketing
          Link to Virginia.org



     graphics
     VTC’s graphics department is the in-house creative agency and they provide creative and collateral
     assistance to support the Virginia is for Lovers Live Passionately campaign.

     Department Objectives:
     1. Manage a complex design program of approximately 250 projects a year that support VTC’s tourism
        marketing objectives, the Virginia Film office’s marketing objectives, the Virginia Economic
        Development Partnership’s and VNDIA’s marketing objectives and the office of the Secretary of
        Commerce and Trade as needed;
     2. Provide Virginia’s tourism industry with brand tool kit support and photography assistance upon
        request (approximately 70 requests per year).

     Strategies:
     1. Support all VTC and VEDP divisions with creative, collateral materials and general graphic services;
     2. Work with VTC advertising director and advertising agency of record to plan and create effective
         collateral materials in house;
     3. Provide graphic direction, assistance and ensure quality control for all VTC in house creative
         projects;
     4. Provide Live Passionately and Virginia is for Lovers logo to industry upon request and maintain
         database;
     5. Continue to develop and oversee management of VTC photo library with quality and diverse images
         that support the Live Passionately campaign;
     6. Provide creative direction for all VTC publications and produce visually appealing and effective
         content that supports the Live Passionately campaign.

     Graphics Resources
     VATC.org/graphics
         Brand Tool Kit
         Live Passionately/Virginia is for Lovers Logo Use Policy

18                                                                  Virginia Tourism Corporation FY09 MARKETING PLAN
Public relations

Department Objectives:
1. Produce $6 million in domestic earned media;
2. Bring at least 40 domestic journalists into Virginia’s various regions and destinations to research for
   travel stories;
3. Engage a minimum of 50 industry partners in Public Relations outreach;
4. Continue to educate elected officials, key decision makers and Virginia residents about the economic
   importance of tourism to the Commonwealth;
5. Launch new Public Relations online press room;
6. Achieve more than 50 in-state story placements that highlight the benefits of tourism in Virginia.

Strategies:
1. Pitch “Live Passionately” stories and Virginia travel story ideas to promote Virginia’s key selling
    points;
2. Develop public relations programs that integrate the brand, product, technology/paid search and
    public relations to maximize media value and bookings;
3. Develop an annual editorial/thematic calendar to outline promotions and public relations activities;
4. Maintain focus on media outlets with a broad consumer reach and high circulation;
5. Measure all public relations efforts by earned media value, circulation and impressions;
6. Pitch hot topics, packages, deals, themed getaways and travel trends;
7. Continue to develop media distribution list;
8. Support Sesquicentennial;
9. Integrate Virginia Green options into media outreach;
10. Work with industry to host media trips;
11. Make media calls with industry partners in major markets;
12. Send monthly eNewsletter to journalists;
13. Develop and implement a public relations plan with strategies to increase:
        a. National media coverage
        b. In-state media coverage
        c. Electronic media coverage
        d. Advocacy
14. Use technology to maximize the distribution and tracking of information to media;
15. Partner with EM and Advertising to synergize messaging and maximize resources.

Tactics:
1. Conduct quarterly media calls in-state, and in primary and secondary markets;
2. Track and report quarterly earned-media;
3. Maintain memberships in the Society of American Travel Writers (SATW), Public Relations Society
   of America (PRSA) and Mid-Atlantic Tourism Public Relations Alliance (MATPRA);
4. Create an interactive online media center that uses the power of technology to promote Virginia travel
   stories.

Public Relations Resources
VATC.org/pr
  Online media center                                Virginia Tourism Dashboard eNewsletter
  News releases                                      Virginia facts
  Live Passionately Media Guide and CD               Public Relations Primer
  Features/articles                                  National Tourism Week Tool Kit
  Publications

Virginia Tourism Corporation FY09 MARKETING PLAN                                                             19
     Promotions

     Department Objectives:
     1.   Generate 50,000 incremental leads as a result of promotions and sweepstakes;
     2.   Leverage marketing budget 3:1 through promotional partnerships;
     3.   Develop promotions that convince consumers that coming to Virginia is better than what they were
          planning to do by extending brand messaging opportunities through national, international and online exposure.

     Strategies:
     1.    Provide promotional trips that are better than the competition’s;
     2.    Build relationships with industry leaders, media partners, and promotional venues;
     3.    Independently and with staff create and devise promotion concepts, determine requirements, and
           work with industry leaders, partners and sponsors to negotiate, implement and fulfill promotional
           programs;
     4.    Educate industry leaders in development and value of promotions;
     5.    Participate in industry outreach programs such as hit squads, orientations, and showcases to educate
           partners about the importance and benefits of promotions and enhance their understanding and
           awareness of the value participation will provide their organization;
     6.    Develop, receive, review and approve promotional proposals from partners to see whether they
           have value to VTC and provide a timely response;
     7.    Develop consumer promotions that integrate the brand, product, technology/paid search and public
           relations to maximize media value and bookings;
     8.    Develop an annual editorial/thematic calendar to outline promotions and public relations activities;
     9.    Work closely with VTC’s Advertising Division to negotiate for ad value, exposure, logo placements
           and hyperlinks;
     10. Provide talking points for media and approve copy and signage on behalf of VTC;
     11. Develop, negotiate, implement and fulfill promotions tied to corporate programs where such
           promotions will help guide departmental activities in support of corporate initiatives;
     12. Work with VTC’s advertising agency of record and advertising manager to negotiate promotional
           programs as part of ad campaign or media buy;
     13. Develop process for implementing specialty programs, setting guidelines, and educating staff.


     Notes:
     Promotions support advertising, public relations, electronic marketing and sales with in-kind promotional
     opportunities that generate inquiries and stimulate visitation
     Support the VTC’s integrated marketing programs by supporting promotions
     Participating in promotions with VTC is a very cost-effective way to leverage limited marketing dollars
     and gain maximum exposure
     Most promotions require free admission to an attraction, an overnight stay at an accommodation, or a
     getaway to a destination.

     Promotions Resources
     VATC.org/promotions
         How to participate in VTC promotions
         Promotions Primer




20                                                                   Virginia Tourism Corporation FY09 MARKETING PLAN
Publications

Department Objectives:
1. Produce 600,000 print, unlimited online Virginia Travel Guides annually;
2. Produce 25,000 Virginia Golf Guides annually;
3. Work with Graphics Division to manage VTC photo library including securing new photography
   annually.

Strategies:
1. Provide efficient and effective service for statewide tourism products by developing and
    implementing tools for Virginia’s outdoor recreation industry;
2. Design media marketing promotions for outdoor, golf and cooperative advertising programs by
    attracting Virginia travel industry support;
3. Work with photographers on various photo shoots throughout the Commonwealth.

Tactics:
1. Offer industry ads, listings and events, photography and portraits of passion;
2. Manage distribution of VTC publications:
   a. VTC’s 13 statewide Welcome centers
   b. Virginia’s 58 local and regional visitor centers
   c. 20 annual consumer shows
   d. Mailed to all requestors
3. Work with editor of annual travel guide on editorial and photo selections for Virginia Travel Guide;
4. Work with industry on developing cooperative marketing opportunities for outdoor recreation;
5. Determine overall theme of annual travel guide.

Publications Resources
VATC.org
     Virginia Travel Guide advertising



Domestic Trade Marketing: group Travel Trade, Meetings and Sports Marketing

Department Objectives:

1. Increase domestic sales leads by 5 percent, including group travel trade, meetings and sports;
2. Increase EO 14 meetings and convention bookings and the estimated economic impact they generate
   by 5 percent;
3. Leverage funds 3:1 through private-sector support for sponsorships and partnerships at all domestic
   marketing trade shows, sales missions, sponsored events and cooperative trade advertising
   opportunities to promote Virginia in target domestic markets.

Strategies:

1. Plan, direct and manage the creative efforts of the sales team to develop and implement VTC’s new
   sales programs and events;
2. Engage VTC tourism partners in targeting consumer, group, meetings, smerf and sports professionals
   through domestic sales and marketing initiatives;
3. Develop, clarify and initiate innovative action plans for VTC new marketing programs, trade

Virginia Tourism Corporation FY09 MARKETING PLAN                                                          21
         Web sites, promotions and events that include the new statewide sports marketing and smerf
         initiatives (social-military-educational-religious-fraternal) to influence new markets and promote
         Virginia as a premiere destination to new markets.

     Tactics:
     1. Secure Virginia travel industry partner participation to leverage funds for industry support and
        sponsorships to exhibit and market Virginia group travel products, meetings, smerf (social-military-
        educational-religious-fraternal) and sports marketing products through new domestic trades marketing
        initiatives including key AAA Clubs, the group travel trade, meetings and conventions trade, smerf
        markets and the sports marketing trade;

     2. Design, develop and maintain the domestic group travel trade Web site on Virginia.org to integrate
        with Live Passionately and promote Virginia and travel product as an exciting travel destination,
        utilizing the integrated Web site to implement marketing initiatives and educate the travel trade
        professionals to inspire new group tour business;

     3. Design, develop and maintain the meetings Web site on Virginia.org and implement effective
        marketing, advertising and Virginia product that promote Virginia as a meetings and smerf
        destination, utilizing the integrated Web sites to educate the meetings and smerf trade industry and
        encourage new meetings and smerf business;

     4. Design, develop and maintain the new Sports Virginia Web site, the new Sports Virginia logo and
        new Sports Virginia URL on Virginia.org as a new marketing tool for the statewide sports marketing
        industry to promote Virginia as a premier sports destination to the sports trade professionals,
        implementing new leveraged marketing and advertising initiatives;

     5. Host an educational Fall Marketing Forum to strategize for the FY09 sales season focusing on
        the Group Travel trade through industry seminars, workshops, VTC trade Web site creative
        and developments, marketing plan and advertising initiatives, VTC Consumer Show Initiative,
        VirginiaGreenTravel.com updates and first-ever Meetings marketing and Sports marketing industry
        roundtable discussion and participation for Virginia domestic travel trade partners;

     6. Secure Virginia travel partner participation and leverage funds for industry support and sponsorship
        to exhibit at the following consumer and packaged travel industry trade shows and conventions,
        including development of supportive marketing and promotional collateral: 2008 International
        Motorcoach Group Conference, Student & Youth Travel Association Convention, Virginia
        Motorcoach Association Conference, AAA National Convention, National Tour Association
        Convention, AAA Carolinas Conference, 2009 American Bus Association Convention and 2010
        sponsorships, North Carolina Bus Assn, Travel South Showcase and Travel Alliance Partners
        Conference;

     7. Secure Virginia travel partner participation and leverage funds for industry support and sponsorship to
        exhibit at the following meetings, smerf and sports industry trade shows and conventions, including
        development of supportive marketing and promotional collateral: 2008 Fraternity Executives Assn
        Conference, Meeting Professionals Intl World Congress, American Society of Assn Executives,
        HSMAI’s Affordable Meetings Trade Show, Virginia Society of Assn Executives to promote
        VirginiaGreenTravel.com and EO 14 state meetings initiative, TEAMS Conference and Expo
        (Travel, Events and Management in Sports), Rejuvenate Conference, Potomac Chapter MPI Mid-
        Atlantic Conference, the Religious Conference Management Assn, Springtime, Natl Assn of Sports
        Commissions and Society of Government Meeting Professionals Educational Conference;

22                                                                   Virginia Tourism Corporation FY09 MARKETING PLAN
8. Provide sales lead reports to the Virginia travel industry for their action and bookings generated as
   a result of VTC representing Virginia at the domestic travel, meetings and sports trade shows and
   conventions. All Virginians are encouraged to receive Sales Lead Reports regardless of their actual
   participation or cooperative capabilities, to generate greater visibility with the trade professionals and
   continue the sales process for new actualized business;

9. Partner with Virginia Association of Convention and Visitors Bureau Tourism Committee and
   Meetings Committee for sales missions in conjunction with group conventions, group tour marketing
   initiatives and meeting and sports marketing initiatives;

10. Partner with Virginia tourism industry to leverage funds and showcase Virginia as a premier
    destination in hosting qualified domestic trade regional familiarization tours for AAA consumer and
    cruise marketing, group travel, meetings, smerf and sports markets;

11. Cross-train Virginia Welcome Center staff to represent the domestic sales team at AAA, cruise
    marketing and consumer trade shows;

12. Maintain VTC memberships in the following professional group travel trade and consumer trade
    organizations:
    • American Bus Association
    • American Society of Travel Agents
    • Bank Travel
    • Bus Association of New York
    • International Motorcoach Group
    • National Motorcoach Network
    • National Tour Association
    • North Carolina Motorcoach Association
    • Pennsylvania Bus Association
    • South Carolina Motorcoach Association
    • Student Youth Travel Association
    • Tennessee Motorcoach Association
    • Travel Alliance Partnership
    • Travel South USA
    • United States Tour Operator Association
    • Virginia Motorcoach Association

13. Maintain VTC membership in the following professional meetings, smerf and sports marketing
    organizations:
    • Association of Meeting Professionals
    • American Society of Association Executives
    • Hospitality Sales & Marketing Association Intl
    • Professional Convention Management Association
    • Meeting Professionals Intl - Potomac Chapter & Virginia Chapter
    • Religious Conference Management Association
    • Society of Government Meeting Planners
    • National Association of Sports Commissions
    • Virginia Society of Association Executives




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                23
     14. Secure Virginia meetings industry partner participation and leverage funds to host an event for
         meeting planners in the Greater Washington D.C. metropolitan area, including supportive advertising
         and promotional marketing campaign, collaterals and fulfillments;

     15. Redesign, produce and distribute an effective 2010 Virginia Group Tour Itinerary Planner that
         coordinates with the 2010 Virginia Travel Guide and provides opportunity for Virginia travel industry
         to advertise and be visible in the VTC fulfillment for the group travel trade, distributed to trade show
         leads, 800# and Web site solicitations;

     16. Redesign, produce and distribute an effective 2010-2011 Virginia Meeting Planners’ Directory that
         will include the new sports marketing statewide representation and provide opportunity for Virginia
         meetings and sports marketing industry to advertising and be visible in the VTC fulfillment for the
         meetings and sports market, distributed to trade show leads, 800# and Web site solicitations;

     17. Partner with VTC to advertise and have a greater impact that generate leads through trade
         advertising and coop opportunities for domestic travel trade, meeting planners and sports marketing
         professionals;

     18. Work in association with the Shenandoah Valley Travel Association, Virginia Association of CVBs,
         Virginia Hospitality & Travel Association and Blue Ridge Parkway Association to secure travel
         industry partners and leverage funds to exhibit at 20 targeted consumer shows that include targeted
         AAA markets, AARP Show, Culinary and Women’s Show, to promote Virginia as a premier travel
         destination to several key target demographic markets;

     19. Maintain a comprehensive database of domestic group travel tour operators, AAA travel counselors,
         meeting planners, smerf market planners and sports marketing managers to communicate regularly
         and effectively through electronic and direct mail targeted marketing for qualified consumer, bank
         travel managers, meetings, smerf and sports marketing professionals;

     20. Educate and encourage the Virginia travel, meetings and sports marketing industry to continually visit
         the VTC industry Web site, www.vatc.org for current domestic marketing initiatives and resources
         that include the annual marketing calendar of trade shows, available sales lead reports for industry
         distribution and action, VTC memberships in the travel trade, meetings and sports markets and
         monthly Dashboard updates;

     Sales – Domestic Resources
     VATC.org/marketing/domestic
           Marketing Opportunities Calendar
           Lead reports
           Travel Trade Association Memberships
           Group Tour, Meeting and Convention and Sports marketing




24                                                                    Virginia Tourism Corporation FY09 MARKETING PLAN
International Marketing

*International marketing has been growing at a significantly faster rate than domestic U.S. tourism over
the past two decades.
*The international market remains a great source for visitors to the Commonwealth with Washington
Dulles International Airport making its home in Chantilly, Virginia.

Primary Markets:                              Secondary Markets:
     Canada                                         Belgium, the Netherlands, Nordic Countries, France,
     United Kingdom                                 Ireland, Latin America (Brazil, Mexico)
     Germany

Objectives:
Canada:
1. Increase visitation from Canada by 5 percent;
2. Conduct a minimum of four Canadian site inspection visits;
3. Leverage budget by 60 percent annually through effective Canadian marketing partnerships;
4. Conduct at least 40 sales and follow up calls to third party sellers in Canada;
5. Increase inquiries from consumer advertising programs in Ontario and Quebec by 6 percent.

Overseas:
1. Create and implement a brand identity and promise that captures the essence of the entire destination
   experience. Implement internal and external strategies that differentiate the CRUSA region from the
   rest of the USA;
2. Create and implement integrated marketing strategies that are innovative and leading edge, that
   advance the CRUSA brand and attract funding. Ensure that geographic targets are synchronized with
   available air service to CRUSA gateway airports;
3. Establish strategies and commitment that ensure sound governance structure and long range
   organizational leadership stability;
4. Ensure that all trade marketing efforts provide an opportunity to deliver CRUSA brand messages to
   the consumer to drive room nights and increase length of stay. Cooperative marketing activities must
   result in a 2:1 match of CRUSA funds;
5. Increase earned media value from $7 million to $20 million by 2013;
6. Create a robust, interactive Web site that supports the brand, reaches 2 million unique visitors by 2013
   and becomes CRUSA’s primary marketing tool;
7. Strenthen research tools to better understand the CRUSA customer, assess the economic impact of
   overseas arrivals to the region and to measure and evaluate CRUSA marketing programs.

Strategies and Tactics:
Canada:
1. Educate, influence and increase consumer bookings from Canada through our public relations,
    marketing and consumers initiates;
2. Partner with third-party sellers to increase product, bookings and visitation;
3. Strengthen Virginia marketing and branding in Canada through effective consumer advertising
    program;
4. Create new strategic marketing partnerships with corporate and public-sector travel partners;
5. Host fam trips for Canadian trade and media partners;
6. Produce, implement and monitor results of Canadian Balance program;
7. Maintain memberships in Ontario Motorcoach Association, Travel Media Association of Canada,


Virginia Tourism Corporation FY09 MARKETING PLAN                                                              25
           Discover America Committee-Canada, Association of National Tourism Office Representatives and
           the Society of American Travel Writers-Canada;
     8.    Participate in key Canadian golf shows;
     9.    Participate in key Canadian leisure shows;
     10.   Implement Canadian promotions, advertising and sponsorships;
     11.   Maintain in-market representation in Ontario and Quebec;
     12.   Conduct travel agent training in Ontario and Quebec through workshop series;
     13.   Implement effective brochure distribution program in Canada;
     14.   Develop consumer promotions that integrate the brand, product, technology/paid search and public
           relations to maximize media value and bookings and create brand awareness;
     15.   Develop an annual editorial/thematic calendar to outline promotions and public relations activities;
     16.   Maintain focus on media outlets with a broad consumer reach and high circulation;
     17.   Measure all public relations efforts by earned media value, circulation and impressions.

     Overseas:
     1. Identify and employ appropriate and qualified third party resources to assist in the brand research and
         development process;
     2. Conduct appropriate consumer research using on-line surveys and/or focus groups in key target
         markets overseas to assist in brand development strategy;
     3. Integrate new brand messaging and promises in all marketing efforts including the Web site;
     4. Identify process to assess and validate brand strategy, branding themes and to evaluate the success of
          the new brand;
     5. Maintain ongoing trade relationships currently identified in priority order as: United Kingdom,
         Germany, France and the Benelux countries in Europe; Mexico and Brazil in Latin America and
         Korea and China in Asia;
     6. Ensure that all trade marketing activities enhance access to the consumer;
     7. Develop consumer promotions that integrate the brand, product, technology/paid search and public
         relations to maximize media value and bookings;
     8. Develop an annual editorial/thematic calendar to outline promotions and public relations activities;
     9. Maintain focus on media outlets with a broad consumer reach and high circulation;
     10. Measure all public relations efforts by earned media value, circulation and impressions;
     11. Explore opportunities with broadcast, online/blogs and radio in addition to print;
     12. Explore new niche media opportunities that support CRUSA branding messages;
     13. Reach out to affinity groups that support CRUSA niche and branding objectives;
     14. Communicate regularly with media using the medium that suits them bes;t
     15. Focus more on one-on-one media familiarization trips and less on group fam tours;
     16. Explore all other opportunities to generate media coverage in addition to familiarization tours;
     17. Complete transition to new web marketing firm;
     18. Conduct a web usage analysis to understand overseas market trends before build out of new site;
     19. Design a dynamic Web site that ensures top of class functionality, is market specific and maximizes
         length of stay on the site;
     20. Develop a database of 300,000 opt in consumers;
     21. Attend 2009 TIA Pow Wow in Miami, Florida;
     22. Maintain in-market representation in the United Kingdom, Germany, Continental Europe, Mexico and
         Brazil.

     International Marketing Resources
     VATC.org/marketing/international
           Canadian Marketing                               International Marketing Intelligence
           Capital Region USA Marketing Plan                International Marketing Calendar
           International Representation Contact Information
26                                                                     Virginia Tourism Corporation FY09 MARKETING PLAN
Customer Service and Industry relations

Department Objectives
1. Increase lodging reservations by 3 percent;
2. Fulfill all inquiries within 2 business days;
3. Increase revenue by 5 percent;
4. Increase partner demos by 2 percent;
5. Maintain Virginia Welcome Centers (VWC) advertising space at 85 percent capacity;
6. Increase participation of local/regional visitor centers’ state certification program.

Department Strategies
1. Encourage visitors to extend stay by promoting local destinations, attractions, lodging and eateries;
2. Provide outstanding customer service and interactive experiences at VWCs;
3. Provide training and support for Consumer Services Center (CSC);
4. Direct and manage CSC to meet VTC goals for both publication fulfillment and management of
    consumer database;
5. Proactively market VWC advertising and promotion opportunities;
6. Support VTC’s branding campaigns and promotions;
7. Educate and train industry about VWCs’ services;
8. Explore opportunities to broaden the customer base to increase revenue;
9. Foster VDOT relationship to support and enhance VWCs;
10. Organize and implement FAMS for VWC staff;
11. Provide lodging reservations through VTC’s commission-based initiatives or direct communications;
12. Conduct annual seminar for local/regional Visitor Center’s to educate and support their operations and
    initiatives;
13. Educate and support VCs to expand participation in certification program.

Administrative Objectives
1. Meet Virginia Department of Emergency Management (VDEM) and Office of Commonwealth
   Preparedness (OCP) requirements with a revised Continuity of Operations Plan (COOP);
2. Obtain a preferred “Virginia is for Lovers” (VIFL) merchandise vendor to produce commission
   revenue;
3. Obtain an agent to license and manage the use of the VIFL trademark and other VTC creative;
4. Implement new customer ordering and billing system;
5. Issue an RFP for multimedia advertorial and promotional opportunities to generate new revenue;
6. Reduce fulfillment costs.

Administrative Strategies
1. Contract with a COOP specialist to develop and implement VTC “recovery plan”;
2. Educate and train VTC staff on/about COOP;
3. Contract with a merchandiser to meet VTC’s VIFL merchandising and revenue goals;
4. Explore with a licensing agent to generate revenue and manage the use of the VIFL trademark;
5. Complete conversion and launch of new customer ordering and billing system;
6. Create administrative and user manuals for new customer ordering and billing system;
7. Train customers and VWC staff on new customer ordering and billing system;
8. Explore and write multimedia advertorial and promotional RFP;
9. Explore opportunities for alternative fulfillment options and methods and if necessary write RFP.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                             27
     Notes
        13 welcome centers
        Open 7 days a week; 8:30 a.m. to 5:00 p.m.
        Sell your community
        Interact with visitors first hand
        Brochure displays
        Translite advertising
        Plasma screen advertising
        Free lodging reservation service
        Host fams and seminars for welcome center staff


     Customer Services and Industry Relations Resources
     VATC.org/csir
          Consumer Services: Fulfillment and Distribution
          Welcome Centers
          Welcome Center brochure distribution and advertising
          Partner Resources




28                                                               Virginia Tourism Corporation FY09 MARKETING PLAN
Film Marketing

Department Objectives:
1. Ensure that Virginia’s Film Office remains competitive in recruiting national film industry
   productions through continued incentive funding and the pursuit of creative marketing opportunities;
2. Attract domestic and international film, television, and video and multi-media production to the
   state and increase economic benefit by 3 percent;
3. Increase the number of contracts with producers, script writers, production companies, studios by
   5 percent annually to encourage film production in Virginia.

Strategies:
1. Promote best location advantages;
2. Support the growth of Virginia’s in-state production industry;
3. Conduct one to one meetings with prospects.

Tactics:
1. Attend pertinent trade shows that generate qualified leads for new business;
2. Provide industry with Governor’s Motion Picture Opportunity Fund Incentive program;
3. Participate in trade advertising;
4. Maintain and update Virginia film office Web site;
5. Maintain an online location library;
6. Provide an annual research paper documenting economic impact;
7. Participate in the Virginia Production Alliance awareness plans;
8. Produce and distribute a Film Production Services Directory;
9. Develop and implement marketing opportunities with films made in Virginia;
10. Promote colonial era backlot sets to recruit production.

Notes:
   Visit Film location library
   Online at www.film.virginia.org to see photographs of your areas
   Contribute to the film location library: submit photo of potential film locations to the library
   Promote your community. Promote your area in the film office production services directory


Virginia Film Office On-line Resources
VATC.org/film or film.virginia.org
     Film Guide
     Making Movies in Virginia
     Virginia Location Sites
     Professional Resources
     Screenwriting competition
     Independent Film Festival




Virginia Tourism Corporation FY09 MARKETING PLAN                                                          29
     Tourism Education and Development

     Grants – VTC and outside marketing funds
     Entrepreneur Express – start, operate and grow tourism business
     Business, financial and regulatory assistance
     New Product development – launch heritage related community and regional tourism trails

     Education and Workforce Readiness:
     68 percent of people leave because of poor service
     Costs 5 to 6 times more to attract new visitors
     Happy customers tell 4 to 5 others; unhappy tell 9 to 12
     Attitude is everything
     The reward for good attitude is a loyal customer
     They bring repeat visitation and new customers
     Word of mouth and Internet
     Anyone can rate you on YouTube, trip advisor and more
     Get trained: VTC offers customized, comprehensive professional customer service training seminars for
     front-line employees

     Partnerships and Outreach:
     VTC help desk brings VTC marketing experts to your community
     Tourism development and marketing
     Brain exchange – meet with DMOs, CVBs and tourism leadership statewide
     Hear and understand how best to support your community
     Leverage relationships – partnership development
     Combine efforts with groups and associations focusing on tourism
     Promote VA-1 September 2008

     Research:
     Visitor profiles
     Learn who is coming to visit Virginia, why, from where, doing what
     Economic impact: how much do travelers spend in your community?
     What does that mean in terms of budget jobs and taxes?
     Trends: lodging, competition, attitudes, effectiveness and more




30                                                                 Virginia Tourism Corporation FY09 MARKETING PLAN
Advertising Media Plan
January 2009-June 2010



To Our Virginia Tourism Industry Partners:

We are very pleased to present the new 18-month Virginia Tourism Cooperative media plan for Virginia
Tourism Corporation and industry partners. This media plan covers January 1, 2009-June 30, 2010.

The goals of VTC for this media plan are:
  • Create and implement a media campaign that will address the evolution of the media industry as
     well as consumer media habits
  • Grow the interactive plan by providing affordable and targeted online opportunities for both VTC
     and for partners
  • Provide Industry Partners with affordable advertising opportunities through sanctioned VTC co-ops
  • Provide formatted co-ops for partners who prefer to have their ad in a more cohesive environment
  • Create themed co-ops to allow for more strategic creative usage within spreads.
  • Generate leads for VTC as well as Industry Partners
  • Increase web traffic to Virginia.org
  • Leverage funds to generate $3 in value for every $1 spent

We received and analyzed over 100 proposals for this 18 month plan. Each media partner was challenged
with assisting VTC in fulfilling each goal. Ultimately, the media schedule created was based on each me-
dia partner’s ability to ensure a successful 18 month campaign.

In addition to a strategic print plan, we are now introducing new cooperative interactive elements to the
media plan that we hope our industry partners will explore. The opportunities are meant to accommodate
budgets of all sizes and give destinations of all kinds an interactive element to their media campaigns. We
hope that you will explore these opportunities and we welcome any questions about how such cooperative
programs will work and how they can benefit you.

We are now providing our industry partners with several tools to help assist in their media planning. For
instance, you will find easy reference forms outlining opportunities including due dates, costs, etc. You
will also find tools showing discounts received by participating in such opportunities.

We are looking forward to a successful 18 months and beyond with our industry partners and are here
to assist and answer questions. Please contact Carey Mosser at cmosser@boomyourbrand.com with any
questions regarding the media plan.

Please see the following pages of this document to review notes regarding the media plan documents.

Best Wishes for a Successful 18 months,

Virginia Tourism Corporation and BCF




Virginia Tourism Corporation FY09 MARKETING PLAN                                                              31
     Advertising Media Primer

     Media Plan Notes
     While VTC and BCF strive to provide industry partners with complete up-to-date and accurate information
     concerning co-op opportunities, we ask that a few notes be considered while referring to these documents:
     •   Most 2009 & 2010 rates are estimated. We have asked that our media partners provide us with their
         best estimate of what rates will be, however, those rates could fluctuate once those ratecards are
         released.
     •   Rates specified are net, and exceptions are noted otherwise.
     •   2009 & 2010 publish and due dates are also estimated. As these ratecards are released we will update
         our posted information, however, please contact your sales representative to ensure the information
         you have is up to date and accurate.
     •   You will find details of each opportunity, mechanical specifications, costs and due dates on the
         spreadsheets provided separately from this document.
     •   Please refer to VATC.org periodically to check for any updates made to this document
     •   If any corrections or updates need to be made to this document that are found by industry or media
         partners, please contact Carey Mosser immediately so those changes can be confirmed and resolved in
         a timely fashion.
     •   The publications will be putting together the finished creative for ALL co-op sections. All partners
         should send materials to the individual vendors for these sections; please contact your sales rep for
         specific artwork instructions.
     •   Please contact your respective sales representatives to inquire about lead delivery and added-value
         opportunities.
     •   Internet co-op opportunities are contingent on industry partner participation. While we do not
         anticipate this happening, any interactive co-op opportunities that do not have sufficient partner
         participation may be cancelled.
     •   VTC’s media planner at BCF, Carey Mosser, is available for any questions regarding the rationale
         behind coop opportunities.
     •   If there are any questions at all regarding recommendations or suggestions while developing your
         own media plan, please feel free to contact Carey.

                    Carey Mosser
                    Sr. Contact Strategist, BCF
                    757.497.4811
                    cmosser@boomyourbrand.com




32                                                                  Virginia Tourism Corporation FY09 MARKETING PLAN
Advertising Media Primer
Media Plan Document Details
The below information is intended to describe each of the media plan documents posted on VATC.org to
help with navigation through the various resources.

VTC Co-Op Media Plan
• Consumer & Trade media strategy
• Industry partner incentive program
• Publication details (demographics, geo-targeting, etc.)
• Co-op issue dates
• Industry partner savings
• Media contact information

Consumer Co-Op Partner Information
• Issue dates
• Space due dates
• Material due dates
• Type of co-op
• Available sizes
• Mechanical specifications
• Rates

Consumer Co-Op Partner Information
• Issue dates
• Space due dates
• Material due dates
• Type of co-op
• Available sizes
• Mechanical specifications
• Rates

Trade Co-Op Partner Information (Groups & Meetings)
• Issue dates
• Space due dates
• Material due dates
• Type of co-op
• Available sizes
• Mechanical specifications
• Rates

Consumer Flowchart
• 18 month schedule of media
• Includes co-ops and VTC only opportunities
• Broken out by category of publication (lifestyle, travel, outdoor, epicureanm, etc.)

Trade Flowchart
• 18 month schedule of media
• Includes co-ops and VTC only opportunities
• Broken out by category (Group Tour & Meetings)


Virginia Tourism Corporation FY09 MARKETING PLAN                                                       33
     Advertising Media Plan
                                                                                     VIRGINIA TOURISM CORPORATION
                                                                                     FY 2009-2010 MASTER MEDIA PLAN
                                                                                     UPDATED:        07.09.08
                                                                                                                                                            FY 09
     LIFESTYLE/GENERAL                                                                                                   JANUARY   FEBRUARY        MARCH          APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4     11 18 25   1
     BALTIMORESUN.COM (IN)         CO-OP          VARIOUS          PROMO                 $17,346.00     $17,346.00                                            MARCH-MAY
         E-BLASTS                  CO-OP          VARIOUS          E-BLAST                 $0.00          $0.00                                        17
     BLUE RIDGE COUNTRY            VTC ONLY       FULL PAGE 4C     FF, RHR                 $0.00          $0.00          JANUARY/FEBRUARY             MARCH/APRIL                            MAY/JUNE
     EBRAINS (IN)                  VTC CO-OP      LEADS            REGISTRATION          $60,000.00     $40,000.00                JANUARY-MARCH
     GOOD HOUSEKEEPING             CO-OP          1/2P, FULL 4C    FF, RHR               $70,502.00    $179,760.00                                MARCH
         NAT'L PROMO PAGES         PROMO PAGE     FULL PAGE 4C     NAT'L                   $0.00          $0.00                                                  APRIL
     SCOUT (IN)                    VTC ONLY       E-BLAST          E-BLAST               $3,000.00      $6,000.00                                                8
     SOUTHERN LIVING               CO-OP          HALF PAGE 4C     MID ATLANTIC LIVING   $39,220.00     $80,504.21                                                                     MAY
     VIRGINIA LIVING               CO-OP, VTC ONLYFULL PAGE 4C     FF, RHR, CO-OP        $13,622.00     $24,816.00                                    MARCH/APRIL                            MAY/JUNE
     WASHINGTON POST MAGAZINE      CO-OP          FULL PAGE 4C     CO-OP                 $29,692.20     $60,275.20                                        29
     WASHINGTONPOST.COM (IN)       VTC ONLY       VARIOUS          VARIOUS               $34,410.00     $68,820.00                                    MARCH/APRIL
         E-BLASTS                  CO-OP          VARIOUS          E-BLAST               $4,000.00      $8,000.00                                                 7
     VALUE CLICK (IN)              CO-OP          VARIOUS          VARIOUS               $33,333.33     $66,666.66                                    MARCH/APRIL
     WORLD NOW (IN)                CO-OP          VARIOUS          HOME/NEWS/TRAV        $40,166.00     $80,332.00                                    MARCH/APRIL
     TRAVEL                                                                                                              JANUARY   FEBRUARY        MARCH         APRIL                 MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4     11 18 25   1
     AAA WORLD                     CO-OP          HALF PAGE 4C     CO-OP                 $21,165.00     $63,495.00                                    MARCH/APRIL
         BONUS ADS                 VTC ONLY       1/6P 4C          ROP                     $0.00          $0.00
     BUDGET TRAVEL                 CO-OP          FULL PAGE 4C     GATEFOLD PREMIUM      $21,000.00     $42,000.00                                               APRIL
         GIRLFRIEND GETAWAYS       CO-OP          HALF PAGE 4C     GIRLFRIEND GETAWA     $9,300.00      $9,300.00                                                           SPRING
         E-BLASTS                  CO-OP          VARIOUS          E-BLAST               $8,000.00      $16,000.00                                                    15
     CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS           HOME/ROS              $26,000.00     $77,500.00                                    MARCH/APRIL
         E-BLASTS                                                                                                                                   10            7
     LP FAMILY MAG INSERT          CO-OP          HALF PAGE 4C     CO-OP                   $0.00          $0.00                                                       APRIL/MAY ISSUES
     LP SPRING PLANNER NP INSERT CO-OP            2 PAGE VTC       CO-OP                 $73,000.00     $75,190.00
     NY DAILY NEWS SPRING INSERT CO-OP            2 PAGE VTC       CO-OP                 $34,510.00     $35,700.00                                                    19
         PROMO ADS                 VTC ONLY       1/16P            ROP                     $0.00          $0.00
     NY TIMES MAGAZINE- T TRAVEL CO-OP            HALF PAGE 4C     50 STATES             $17,729.00     $35,458.00                                                                     17
         CROSSWORD PUZZLE          VTC ONLY       CROSSWORD PUZZLE                                      $35,458.00
     PATHFINDERS TRAVEL (AA)       CO-OP          HALF PAGE 4C     CO-OP                  $4,845.00     $9,690.00                                  MARCH
     OUTDOOR / RECREATION                                                                                                JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4  11 18 25      1
     BLUE RIDGE OUTDOORS           CO-OP, VTC ONLYFULL PAGE 4C     FF, RHR               $34,865.00     $58,024.00       JANUARY   FEBRUARY                    APRIL                MAY
         BONUS AD                  VTC ONLY       1/4P VERT        ROP                     $0.00          $0.00          JANUARY   FEBRUARY                    APRIL                MAY
     BREATHE                       CO-OP          FULL PAGE 4C     FF, RHR               $4,000.00      $8,000.00                                                                   MAY
     HERITAGE / CULTURE                                                                                                  JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4 11 18 25       1
     AMERICAN HERITAGE             CO-OP          2PAGE SPREAD 4C VA HISTORICAL GUID       $0.00        $17,340.00
     AMERICAN LEGACY (AA)          CO-OP          FULL PAGE 4C     CO-OP                 $9,750.00      $19,500.00                                SPRING
     LP HERITAGE INSERT            CO-OP          HALF PAGE 4C     CO-OP                 $21,500.00     $23,005.00                                                 APRIL/MAY ISSUES
     SMITHSONIAN                   CO-OP          HALF PAGE 4C     CO-OP                 $26,473.95     $73,178.92                                               APRIL
     EPICUREAN / WINE                                                                                                    JANUARY     FEBRUARY      MARCH         APRIL          MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                 FY 09 $        FY 10 $      29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27 4 11 18 25 1
     COOKING WITH PAULA DEEN       CO-OP, VTC ONLYFULL PAGE 4C     KIDS, CO-OP           $93,492.00     $23,814.00         JANUARY/FEBRUARY           MARCH/APRIL                   MAY/JUNE
     EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS          HOME/ROS               concierge      concierge                                    MARCH/APRIL
         E-BLASTS
     SAVEUR                        CO-OP          HALF PAGE 4C     CO-OP                 $16,000.00     $35,933.00                                             APRIL
     MISC.                                                                                                               JANUARY   FEBRUARY        MARCH       APRIL                   MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4     11 18 25   1
     AFRICAN AMERICAN NEWSPAPERS   VTC ONLY       HALF PAGE 4C     TRAVEL, ROP             TBD            TBD                                                MARCH-MAY
     TRAVEL GUIDES                                                                                                       JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4 11 18 25       1
     VIRGINIA TRAVEL GUIDE         VTC PUBLICATION
     VIRGINIA GOLF GUIDE           VTC PUBLICATION
     VIRGINIA MEETING PLANNER GUIDVTC PUBLICATION
     VIRGINIA GROUP TOUR GUIDE     VTC PUBLICATION
     OUTDOOR                                                                                                             JANUARY   FEBRUARY        MARCH       APRIL                   MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4     11 18 25   1
     OUTDOOR ASSOC. OF VA          VTC ONLY       BILLBOARDS       VIRGINIA                TBD            TBD                                                MARCH-MAY
     BROADCAST                                                                                                           JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT   SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4 11 18 25       1
     VIRGINIA ASSOC. OF BROADCASTE VTC ONLY       :30 TV & RADIO   VIRGINIA                TBD            TBD                                                MARCH-MAY
     GROUP TOUR                                                                                                          JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE        VTC AD UNIT      SECTION                 FY 09 $       FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27         4 11 18 25       1
     GROUP TOUR MAGAZINE           CO-OP          HALF PAGE 4C     VA SECTION             $5,910.00     $11,820.00                                 MARCH
     GROUP TRAVEL PLANET           CO-OP, VTC ONLY1/2P 4C, 1/3P 4C FF, RHR CO-OP          $3,820.00     $17,110.00                                                                     MAY
     NTA COURIER                   VTC ONLY       HALF PAGE 4C     FF, RHR                $3,751.90     $3,751.90                                                                      MAY
     STUDENT GROUP TOUR            CO-OP          HALF PAGE 4C     TBD (MA OR SE)         $5,730.00     $5,730.00       JANUARY                                  APRIL
     STUDENT YOUTH TRAVELER        VTC ONLY       HALF PAGE 4C     FF, RHR                $2,962.25     $5,924.50                                                                      MAY
     VIRGINIA EXPLORER             VTC ONLY       FP4C, 1/8P 4C    BACK COVER             $3,803.74     $7,794.49
     MEETINGS & CONVENTIONS                                                                                              JANUARY   FEBRUARY      MARCH      APRIL                      MAY
     MEDIA PARTNER                 AD TYPE        VTC AD UNIT      SECTION                FY 09 $        FY 10 $       29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27            4     11 18 25   1
     BLACK MEETINGS & TOURISM      CO-OP, VTC ONLYHALF PAGE 4C     RHR, EDIT             $2,603.00      $5,369.00                      FEBRUARY/MARCH
     CONVENE                       VTC ONLY       JR PAGE, 1/2P4C PCMA, FF, RHR          $5,950.00      $11,483.00       JANUARY
     CONVENTION SOUTH              CO-OP          HALF PAGE 4C     VARIOUS               $4,783.80      $4,783.80                  FEBRUARY
     MEETINGS & CONVENTIONS        CO-OP          FP4C, 1/2P 4C    VA DEST GUIDE         $11,495.70     $22,731.70                 FEBRUARY
     MEETINGS MAILER               CO-OP          E-BLAST          E-BLAST               $4,785.00      $4,785.00                    4                      8
     MEETINGS SOUTH                CO-OP          1/2P 4C TAB      HR, VA CO-OPS         $4,165.00      $8,330.00                                                                      MAY
     REJUVENATE                    CO-OP, VTC ONLY1/2P4C, 1/3P 4C  CO-OP, FF, RHR        $3,124.00      $6,248.00                                                          APRIL/MAY
     SMERF MEETINGS JOURNAL        CO-OP          FULL PAGE 4C     CO-OP, PG 7           $6,350.00      $6,350.00
     SPORTS EVENTS                 CO-OP          HALF PAGE 4C     CO-OP                 $1,967.95      $3,935.90                                 MARCH
     SPORTS TRAVEL                 VTC ONLY       HALF PAGE 4C     TEAMS                                $3,326.25
     VIRTUALMEETINGWORLD.COM       CO-OP          BOOTH            SOUTHEAST              $5,000.00
     WASHINGTON BUSINESS JOURNALCO-OP             HALF PAGE 4C     CO-OP, RHR             $3,424.65      $7,044.65                                              APR TBD
                                                                                         $846,548.47   $1,427,624.18
     (IN) = INTERNET
     (AA)= AFRICAN AMERICAN
                                           VTC ONLY
                                           STANDARD CO-OP
                                           BUY DOWN
                                           VTC BONUS AD

     *Please note that rates are still being negotiated and could change
     *2009 & 2010 rates and dates are estimated and could change




34                                                                                                      Virginia Tourism Corporation FY09 MARKETING PLAN
       CY 09                                                                                                                        CY 10
                                                                                        FY 10
JUNE           JULY         AUGUST      SEPTEMBER    OCTOBER     NOVEMBER      DECEMBER       JANUARY      FEBRUARY      MARCH      APRIL                        MAY               JUNE
8 15 22 29     6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22           1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
                                                 SEPTEMBER-NOVEMBER
                                              15
                    JULY/AUGUST           SEPTEMBER/OCTOBER        NOVEMBER/DECEMBER            JANUARY/FEBRUARY                MARCH/APRIL                            MAY/JUNE
                                                                                                       JANUARY-MARCH
                                                     OCTOBER                                                               MARCH                                 MAY
                                                     OCTOBER                                                                                 APRIL
                                                       7                                                                                     7
                                        SEPTEMBER                                                                                                                MAY
                                          SEPTEMBER/OCTOBER                                                                 MARCH/APRIL                                MAY/JUNE
                                           13                                                                                  28
                                          SEPTEMBER/OCTOBER                                                                 MARCH/APRIL
                                           8                                                                                         6
                                          SEPTEMBER/OCTOBER                                                                 MARCH/APRIL
                                          SEPTEMBER/OCTOBER                                                                 MARCH/APRIL
JUNE           JULY         AUGUST      SEPTEMBER    OCTOBER     NOVEMBER      DECEMBER       JANUARY      FEBRUARY      MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22             1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
                    JULY/AUGUST           SEPTEMBER/OCTOBER                                                                 MARCH/APRIL
                    JULY/AUGUST
                                                                 NOVEMBER                                                                    APRIL
                                                                                                                                                      SPRING
                                                                     11                                                                         14
                                            SEPTEMBER/OCTOBER                                                                   MARCH/APRIL
                                             8           6                                                                  9            6
                                                                                                                                               APRIL/MAY ISSUES

                                                                                                                                                18
                                         SEPTEMBER
                                               20                                                                                                                16
                                            13
                                         SEPTEMBER                                                                       MARCH
JUNE           JULY          AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH      APRIL                     MAY                  JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3  10 17 24 31         7 14 21
JUNE                                     SEPTEMBER    OCTOBER               DECEMBER     JANUARY                         MARCH      APRIL                     MAY                  JUNE
JUNE                                     SEPTEMBER    OCTOBER               DECEMBER     JANUARY                         MARCH      APRIL                     MAY                  JUNE
                             AUGUST                                                                                                                           MAY
JUNE           JULY          AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY          FEBRUARY         MARCH       APRIL                  MAY                  JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1    8 15 22 29 5 12 19 26           3 10 17 24 31          7 14 21
                                           SEPTEMBER/OCTOBER
                                                                             WINTER                                        SPRING
                                                                                                                                      APRIL/MAY ISSUES
                                         SEPTEMBER                                                                                  APRIL
JUNE           JULY          AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH      APRIL          MAY                             JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26 3 10 17 24 31                       7 14 21
                                           SEPTEMBER/OCTOBER
                                           SEPTEMBER/OCTOBER                                                                    MARCH/APRIL
                                               15         13                                                                            13
                                                      OCTOBER                                                                        APRIL
JUNE           JULY          AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
                                                                                                                                    MARCH-MAY
JUNE           JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
      2009                                                                                                                     2010
      2009                                                                                                                     2010
      2009                                                                                                                     2010
      2009                                                                                                                     2010
JUNE           JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
                                                                                                                                    MARCH-MAY
JUNE           JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
                                                                                                                                    MARCH-MAY
JUNE           JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER     JANUARY          FEBRUARY       MARCH       APRIL                       MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22     1 8 15 22 29 5 12 19 26              3     10 17 24 31      7 14 21
JUNE                                     SEPTEMBER                          DECEMBER                                     MARCH                                                     JUNE
               JULY                      SEPTEMBER              NOVEMBER                                                                                         MAY
JUNE                                                            NOVEMBER                                                                                                           JUNE
                                                     OCTOBER                                                                                 APRIL
                                         SEPTEMBER                                                                                                               MAY
JUNE                                                                        DECEMBER                                                                                               JUNE
JUNE           JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER     JANUARY          FEBRUARY     MARCH    APRIL                            MAY               JUNE
8 15 22 29     6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25      1 8 15 22 1 8 15 22 29 5 12 19 26                  3     10 17 24 31      7 14 21
                              AUGUST/SEPTEMBER                                                               FERUARY/MARCH
                                         SEPTEMBER                                       JANUARY
JUNE                         AUGUST                                                                                                                                                JUNE
                             AUGUST                                                                       FEBUARY                            APRIL
               10              12           9            14
                             AUGUST                                                                                                                              MAY
   JUNE/JULY                                                    NOVEMBER    DECEMBER                                                                 APRIL/MAY                     JUNE
    SUMMER                                                                                                                                                                        SUMMER
                                                                              DECEMBER                                     MARCH
                                                         OCTOBER/NOVEMBER
                            MARCH 2009-FEBRUARY 2010
                                            SEP TBD                                                                                         APR TBD




                       Virginia Tourism Corporation FY09 MARKETING PLAN                                                                                                                      35
     Advertising Media Plan

                                                                                    VIRGINIA TOURISM CORPORATION
                                                                                    FY 2009-2010 CONSUMER MEDIA PLAN
                                                                                    UPDATED:        07.09.08
                                                                                                                                                            FY 09
     LIFESTYLE/GENERAL                                                                                                   JANUARY   FEBRUARY        MARCH          APRIL             MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                FY 09 $         FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27       4    11 18 2
     BALTIMORESUN.COM (IN)         CO-OP          VARIOUS         PROMO                 $17,346.00      $17,346.00                                            MARCH-MAY
         E-BLASTS                  CO-OP          VARIOUS         E-BLAST                 $0.00           $0.00                                        17
     BLUE RIDGE COUNTRY            VTC ONLY       FULL PAGE 4C    FF, RHR                 $0.00           $0.00          JANUARY/FEBRUARY             MARCH/APRIL                         MAY/
     EBRAINS (IN)                  VTC CO-OP      LEADS           REGISTRATION          $60,000.00      $40,000.00                JANUARY-MARCH
     GOOD HOUSEKEEPING             CO-OP          1/2P, FULL 4C   FF, RHR               $70,502.00     $179,760.00                                MARCH
         NAT'L PROMO PAGES         PROMO PAGE     FULL PAGE 4C    NAT'L                   $0.00           $0.00                                                  APRIL
     SCOUT (IN)                    VTC ONLY       E-BLAST         E-BLAST               $3,000.00       $6,000.00                                                8
     SOUTHERN LIVING               CO-OP          HALF PAGE 4C    MID ATLANTIC LIVING   $39,220.00      $80,504.21                                                                  MAY
     VIRGINIA LIVING               CO-OP, VTC ONLYFULL PAGE 4C    FF, RHR, CO-OP        $13,622.00      $24,816.00                                    MARCH/APRIL                         MAY/
     WASHINGTON POST MAGAZINE      CO-OP          FULL PAGE 4C    CO-OP                 $29,692.20      $60,275.20                                        29
     WASHINGTONPOST.COM (IN)       VTC ONLY       VARIOUS         VARIOUS               $34,410.00      $68,820.00                                    MARCH/APRIL
         E-BLASTS                  CO-OP          VARIOUS         E-BLAST               $4,000.00       $8,000.00                                                 7
     VALUE CLICK (IN)              CO-OP          VARIOUS         VARIOUS               $33,333.33      $66,666.66                                    MARCH/APRIL
     WORLD NOW (IN)                CO-OP          VARIOUS         HOME/NEWS/TRAV        $40,166.00      $80,332.00                                    MARCH/APRIL
     TRAVEL                                                                                                              JANUARY   FEBRUARY        MARCH         APRIL              MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                FY 09 $         FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27       4    11 18 2
     AAA WORLD                     CO-OP          HALF PAGE 4C    CO-OP                 $21,165.00      $63,495.00                                    MARCH/APRIL
         BONUS ADS                 VTC ONLY       1/6P 4C         ROP                     $0.00           $0.00
     BUDGET TRAVEL                 CO-OP          FULL PAGE 4C    GATEFOLD PREMIUM      $21,000.00      $42,000.00                                               APRIL
         GIRLFRIEND GETAWAYS       CO-OP          HALF PAGE 4C    GIRLFRIEND GETAWA     $9,300.00       $9,300.00                                                          SPRING
         E-BLASTS                  CO-OP          VARIOUS         E-BLAST               $8,000.00       $16,000.00                                                    15
     CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS          HOME/ROS              $26,000.00      $77,500.00                                    MARCH/APRIL
         E-BLASTS                                                                                                                                   10            7
     LP FAMILY MAG INSERT          CO-OP          HALF PAGE 4C    CO-OP                   $0.00           $0.00                                                       APRIL/MAY ISSUES
     LP SPRING PLANNER NP INSERT CO-OP            2 PAGE VTC      CO-OP                 $73,000.00      $75,190.00
     NY DAILY NEWS SPRING INSERT CO-OP            2 PAGE VTC      CO-OP                 $34,510.00      $35,700.00                                                    19
         PROMO ADS                 VTC ONLY       1/16P           ROP                     $0.00           $0.00
     NY TIMES MAGAZINE- T TRAVEL CO-OP            HALF PAGE 4C    50 STATES             $17,729.00      $35,458.00                                                                  17
         CROSSWORD PUZZLE          VTC ONLY       CROSSWORD PUZZLE                                      $35,458.00
     PATHFINDERS TRAVEL (AA)       CO-OP          HALF PAGE 4C    CO-OP                  $4,845.00      $9,690.00                                  MARCH
     OUTDOOR / RECREATION                                                                                                JANUARY   FEBRUARY        MARCH       APRIL              MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                FY 09 $         FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27       4  11 18 2
     BLUE RIDGE OUTDOORS           CO-OP, VTC ONLYFULL PAGE 4C    FF, RHR               $34,865.00      $58,024.00       JANUARY   FEBRUARY                    APRIL              MAY
         BONUS AD                  VTC ONLY       1/4P VERT       ROP                     $0.00           $0.00          JANUARY   FEBRUARY                    APRIL              MAY
     BREATHE                       CO-OP          FULL PAGE 4C    FF, RHR               $4,000.00       $8,000.00                                                                 MAY
     HERITAGE / CULTURE                                                                                                  JANUARY   FEBRUARY        MARCH       APRIL              MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                FY 09 $         FY 10 $       29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27       4 11 18 2
     AMERICAN HERITAGE             CO-OP          2PAGE SPREAD 4C VA HISTORICAL GUID      $0.00         $17,340.00
     AMERICAN LEGACY (AA)          CO-OP          FULL PAGE 4C    CO-OP                 $9,750.00       $19,500.00                                SPRING
     LP HERITAGE INSERT            CO-OP          HALF PAGE 4C    CO-OP                 $21,500.00      $23,005.00                                                 APRIL/MAY ISSUES
     SMITHSONIAN                   CO-OP          HALF PAGE 4C    CO-OP                 $26,473.95      $73,178.92                                               APRIL
     EPICUREAN / WINE                                                                                                    JANUARY     FEBRUARY      MARCH         APRIL          MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                 FY 09 $         FY 10 $      29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27 4 11 18 2
     COOKING WITH PAULA DEEN       CO-OP, VTC ONLYFULL PAGE 4C    KIDS, CO-OP           $93,492.00      $23,814.00         JANUARY/FEBRUARY           MARCH/APRIL                   MAY/
     EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS         HOME/ROS               concierge       concierge                                    MARCH/APRIL
         E-BLASTS
     SAVEUR                        CO-OP          HALF PAGE 4C    CO-OP                 $16,000.00      $35,933.00                                             APRIL
     MISC.                                                                                                               JANUARY   FEBRUARY        MARCH       APRIL                MAY
     MEDIA PARTNER                 AD TYPE           VTC AD UNIT  SECTION                 FY 09 $         FY 10 $      29 5 12 19 26 2 9 16 23    2 9 16 23 30 6 13 20 27       4    11 18 2
     AFRICAN AMERICAN NEWSPAPERS   VTC ONLY       HALF PAGE 4C    TRAVEL, ROP              TBD             TBD                                               MARCH-MAY
                                                                                        $766,921.48    $1,291,105.99
     (IN) = INTERNET
     (AA)= AFRICAN AMERICAN
                                           VTC ONLY
                                           STANDARD CO-OP
                                           BUY DOWN
                                           VTC BONUS AD

     *Please note that rates are still being negotiated and could change
     *2009 & 2010 rates and dates are estimated and could change




36                                                                                                    Virginia Tourism Corporation FY09 MARKETING PLAN
              CY 09                                                                                                                  CY 10
                                                                                           FY 10
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER     NOVEMBER      DECEMBER JANUARY      FEBRUARY        MARCH       APRIL                 MAY              JUNE
25   1   8 15 22 29   6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22     1    8 15 22 29 5 12 19 26        3    10 17 24 31     7 14 21
                                                        SEPTEMBER-NOVEMBER
                                                     15
/JUNE                      JULY/AUGUST           SEPTEMBER/OCTOBER        NOVEMBER/DECEMBER      JANUARY/FEBRUARY                MARCH/APRIL                        MAY/JUNE
                                                                                                        JANUARY-MARCH
                                                            OCTOBER                                                         MARCH                             MAY
                                                            OCTOBER                                                                          APRIL
                                                              7                                                                              7
                                               SEPTEMBER                                                                                                      MAY
/JUNE                                            SEPTEMBER/OCTOBER                                                           MARCH/APRIL                            MAY/JUNE
                                                  13                                                                            28
                                                 SEPTEMBER/OCTOBER                                                           MARCH/APRIL
                                                  8                                                                                   6
                                                 SEPTEMBER/OCTOBER                                                           MARCH/APRIL
                                                 SEPTEMBER/OCTOBER                                                           MARCH/APRIL
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER     NOVEMBER      DECEMBER JANUARY      FEBRUARY      MARCH       APRIL                   MAY              JUNE
25   1   8 15 22 29   6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 1 8 15 22       1 8 15 22 29 5 12 19 26           3    10 17 24 31     7 14 21
                           JULY/AUGUST           SEPTEMBER/OCTOBER                                                           MARCH/APRIL
                           JULY/AUGUST
                                                                        NOVEMBER                                                             APRIL
                                                                                                                                                     SPRING
                                                                         11                                                                     14
                                               SEPTEMBER/OCTOBER                                                                 MARCH/APRIL
                                                8           6                                                                9            6
                                                                                                                                               APRIL/MAY ISSUES

                                                                                                                                                18
                                               SEPTEMBER
                                                     20                                                                                                       16
                                                  13
                                               SEPTEMBER                                                                  MARCH
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY       FEBRUARY     MARCH      APRIL                  MAY                JUNE
25   1   8 15 22 29   6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22   1 8 15 22 29 5 12 19 26           3  10 17 24 31       7 14 21
         JUNE                                  SEPTEMBER    OCTOBER               DECEMBER     JANUARY                    MARCH      APRIL                  MAY                JUNE
         JUNE                                  SEPTEMBER    OCTOBER               DECEMBER     JANUARY                    MARCH      APRIL                  MAY                JUNE
                                   AUGUST                                                                                                                   MAY
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY       FEBRUARY       MARCH       APRIL               MAY                JUNE
25   1   8 15 22 29   6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22   1    8 15 22 29 5 12 19 26        3 10 17 24 31        7 14 21
                                                 SEPTEMBER/OCTOBER
                                                                                   WINTER                                   SPRING
                                                                                                                                       APRIL/MAY ISSUES
                                               SEPTEMBER                                                                             APRIL
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY       FEBRUARY     MARCH      APRIL          MAY                        JUNE
25 1     8 15 22 29   6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22   1 8 15 22 29 5 12 19 26 3 10 17 24 31                  7 14 21
/JUNE                                            SEPTEMBER/OCTOBER
                                                 SEPTEMBER/OCTOBER                                                               MARCH/APRIL
                                                     15         13                                                                      13
                                                            OCTOBER                                                                  APRIL
         JUNE         JULY         AUGUST      SEPTEMBER    OCTOBER   NOVEMBER    DECEMBER     JANUARY       FEBRUARY     MARCH      APRIL                    MAY              JUNE
25   1   8 15 22 29   6 13 20 27   3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22   1 8 15 22 29 5 12 19 26           3    10 17 24 31     7 14 21
                                                                                                                                    MARCH-MAY




                         Virginia Tourism Corporation FY09 MARKETING PLAN                                                                                                                37
     Advertising Media Plan


                                                                                                        VIRGINIA TOURISM CORPORATION
                                                                                                        FY 2009-2010 GROUP TOUR MEDIA PLAN
                                                                                                        UPDATED:     07.09.08
                                                                                                                                                                      FY 09
     GROUP TOUR                                                                                                                      JANUARY   FEBRUARY      MARCH         APRIL            MAY             J
     MEDIA PARTNER                             AD TYPE              VTC AD UNIT        SECTION            FY 09 $      FY 10 $     29 5 12 19 26 2 9 16 23   2 9 16 23 30 6 13 20 27    4    11 18 25   1   8
     GROUP TOUR MAGAZINE                       CO-OP                HALF PAGE 4C       VA SECTION        $5,910.00    $11,820.00                             MARCH                                          J
     GROUP TRAVEL PLANET                       CO-OP, VTC ONLY      1/2P 4C, 1/3P 4C   FF, RHR CO-OP     $3,820.00    $17,110.00                                                            MAY
     NTA COURIER                               VTC ONLY             HALF PAGE 4C       FF, RHR           $3,751.90    $3,751.90                                                             MAY             J
     STUDENT GROUP TOUR                        CO-OP                HALF PAGE 4C       TBD (MA OR SE)    $5,730.00    $5,730.00     JANUARY                               APRIL
     STUDENT YOUTH TRAVELER                    VTC ONLY             HALF PAGE 4C       FF, RHR           $2,962.25    $5,924.50                                                             MAY
     VIRGINIA EXPLORER                         VTC ONLY             FP4C, 1/8P 4C      BACK COVER        $3,803.74    $7,794.49                                                                             J
                                                                                                         $25,977.89   $52,130.89



                                                                                                        VIRGINIA TOURISM CORPORATION
                                                                                                        FY 2009-2010 MEETINGS & CONVENTIONS MEDIA PLAN
                                                                                                        UPDATED:     07.09.08
                                                                                                                                                                    FY 09
     MEETINGS & CONVENTIONS                                                                                                          JANUARY   FEBRUARY      MARCH       APRIL              MAY             J
     MEDIA PARTNER                             AD TYPE              VTC AD UNIT     SECTION               FY 09 $      FY 10 $     29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27      4    11 18 25   1   8
     BLACK MEETINGS & TOURISM                  CO-OP, VTC ONLY      HALF PAGE 4C RHR, EDIT               $2,603.00    $5,369.00                    FEBRUARY/MARCH
     CONVENE                                   VTC ONLY             JR PAGE, 1/2P4CPCMA, FF, RHR         $5,950.00    $11,483.00     JANUARY
     CONVENTION SOUTH                          CO-OP                HALF PAGE 4C VARIOUS                 $4,783.80    $4,783.80                FEBRUARY                                                     J
     MEETINGS & CONVENTIONS                    CO-OP                FP4C, 1/2P 4C VA DEST GUIDE          $11,495.70   $22,731.70               FEBRUARY
     MEETINGS MAILER                           CO-OP                E-BLAST         E-BLAST              $4,785.00    $4,785.00                  4                        8
     MEETINGS SOUTH                            CO-OP                1/2P 4C TAB     HR, VA CO-OPS        $4,165.00    $8,330.00                                                            MAY
     REJUVENATE                                CO-OP, VTC ONLY      1/2P4C, 1/3P 4C CO-OP, FF, RHR       $3,124.00    $6,248.00                                                   APRIL/MAY
     SMERF MEETINGS JOURNAL                    CO-OP                FULL PAGE 4C CO-OP, PG 7             $6,350.00    $6,350.00
     SPORTS EVENTS                             CO-OP                HALF PAGE 4C CO-OP                   $1,967.95    $3,935.90                              MARCH
     SPORTS TRAVEL                             VTC ONLY             HALF PAGE 4C TEAMS                                $3,326.25
     VIRTUALMEETINGWORLD.COM                   CO-OP                BOOTH           SOUTHEAST            $5,000.00
     WASHINGTON BUSINESS JOURNAL               CO-OP                HALF PAGE 4C CO-OP, RHR              $3,424.65    $7,044.65                                          APR TBD
                                                                                                         $53,649.10   $84,387.30

     (IN) = INTERNET
                                               VTC ONLY
                                               STANDARD CO-OP
                                               BUY DOWN
                                               VTC BONUS AD

     *Please note that rates are still being negotiated and could change
     *2009 & 2010 rates and dates are estimated and could change




38                                                                                                                     Virginia Tourism Corporation FY09 MARKETING PLAN
       CY 09                                                                                                           CY 10
                                                                                 FY 10
JUNE       JULY          AUGUST     SEPTEMBER    OCTOBER    NOVEMBER    DECEMBER      JANUARY      FEBRUARY     MARCH      APRIL                  MAY          JUNE
8 15 22 29 6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22   1 8 15 22 29 5 12 19 26         3    10 17 24 31 7 14 21
JUNE                                SEPTEMBER                           DECEMBER                                MARCH                                          JUNE
           JULY                     SEPTEMBER               NOVEMBER                                                                              MAY
JUNE                                                        NOVEMBER                                                                                           JUNE
                                                 OCTOBER                                                                        APRIL
                                    SEPTEMBER                                                                                                     MAY
JUNE                                                                    DECEMBER                                                                              JUNE




       CY 09                                                                                                           CY 10
                                                                                 FY 10
JUNE       JULY          AUGUST      SEPTEMBER   OCTOBER    NOVEMBER    DECEMBER      JANUARY      FEBRUARY    MARCH     APRIL                    MAY          JUNE
8 15 22 29 6 13 20 27    3 10 17 24 31 7 14 21 28 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25   1 8 15 22 1 8 15 22 29 5 12 19 26           3    10 17 24 31 7 14 21
                          AUGUST/SEPTEMBER                                                            FERUARY/MARCH
                                     SEPTEMBER                                        JANUARY
JUNE                     AUGUST                                                                                                                               JUNE
                         AUGUST                                                                   FEBUARY                       APRIL
               10          12           9            14
                         AUGUST                                                                                                                  MAY
   JUNE/JULY                                                NOVEMBER    DECEMBER                                                        APRIL/MAY             JUNE
    SUMMER                                                                                                                                                   SUMMER
                                                                        DECEMBER                               MARCH
                                                  OCTOBER/NOVEMBER
                    MARCH 2009-FEBRUARY 2010
                                    SEP TBD                                                                                    APR TBD




                        Virginia Tourism Corporation FY09 MARKETING PLAN                                                                                                 39
40   Virginia Tourism Corporation FY09 MARKETING PLAN
“Live Passionately”Marketing Leverage Program
The Virginia Tourism Corporation (VTC) “Live Passionately” Marketing Leverage Program is designed to
stimulate new tourism marketing programs through the creation of tourism partnerships and to extend the
VTC “Live Passionately” campaign. The objective of this program is to leverage limited marketing dollars,
resulting in increased visitor spending. This objective can be accomplished through actions including the
following:
•	 Encouraging	and	stimulating	investment	by	combined	efforts	of	local,	regional	and	statewide	entities		 	
     for marketing initiatives;
•	 Marketing	Virginia	as	a	year-round	leisure	travel	destination	for	individuals	and	groups;
•	 Marketing	Virginia	as	a	meeting,	convention,	sports,	and/or	environmentally	friendly	travel	destination;
•	 Marketing	Virginia	to	international	travelers;
•	 Targeting	the	drivers	of	visitation	to	Virginia,	such	as	history	and	heritage,	beaches,	affluent	travel,		 	
     epicurean travel, small town America, and/or outdoor recreation;
•	 Extending	the	limited	VTC	marketing	budget	by	tying	local	and	regional	marketing	initiatives	into	the		 	
     VTC “Live Passionately” campaign.

VTC “Live Passionately”Marketing Leverage Program Guidelines

1.	 A	minimum	of	three	entities	must	partner	financially	to	apply	for	funding	consideration.	Partners	may	
consist of Virginia towns, cities, counties, convention and visitors bureaus, chambers of commerce, other
local or regional destination marketing organizations (DMO), private businesses, museums, attractions,
cultural	 events,	 and	 other	 not-for-profit	 entities.	 DMOs	 are	 no	 longer	 required	 to	 be	 a	 financial	 partner;	
however, all applications must include a letter of support from each DMO(s) within the project coverage
area. DMOs can be – and are encouraged to be – partners in the application. A list of DMOs can be found
at http://www.vatc.org/csir/dmolist.asp. Programs that are regional in scope are encouraged. All partners in
the application must be listed on www.Virginia.org and must provide a reciprocal link to www.Virginia.org
from their Web site. One partner must serve as the lead partner who will administer the program. The lead
applicant can only be the lead partner in one program per funding cycle and the program can apply only in
one funding tier. A potential vendor of services for or to the application partnership program, either directly
or indirectly, cannot be a partner in the application. Applicants are encouraged to seek services through a
competitive bid process and are encouraged to utilize SWAM (Small Business, Women, or Minority-Owned)
vendors, when possible. For more information, please visit http://www.dmbe.virginia.gov/.

2. There are two levels of funding in the VTC “Live Passionately” Marketing Program. The maximum
match amount in each program will be as follows:

         TIER ONE LEVERAGE PROGRAM
	        Up	to	$5,000		 	  Maximum	award	of	$5,000	with	a	1:1	match	required

         TIER TWO LEVERAGE PROGRAM
         $5,001 to $25,000        Minimum of $5,001 up to a maximum of $25,000 with a 2:1 match
	        required	(two	dollars	from	partners	matched	by	one	dollar	from	VTC).

There are very limited funds for this program, therefore funding will be awarded on a merit scale. Awarding
of funding is based upon information contained in the application and will be scored based upon the VTC
“Live Passionately” Marketing Program Scoring Guidelines (page 5). Since awards are determined from
these	scores,	the	application	must	be	as	complete	as	possible.	Actual	award	may	or	may	not	equal	amount	
requested	and	is	based	on	available	funds	at	the	time	of	award.	In	making	decisions	on	grant	applications,	
the Virginia Tourism Corporation may consider such factors as type and scope of the applying organiza-
tions, the organization’s additional resources, past awards to the applying organizations, the impact and
priority of the proposed project, the timetable, the number of applications received, the dollar amounts of
the applications received and most importantly, the impact of the project’s ability to increase and track over-
night stays and visitor revenue in the program coverage area.


Virginia Tourism Corporation FY09 MARKETING PLAN                                                                             41
     3. Funds will be disbursed upon a reimbursement basis upon receipt by VTC of copies of vendor invoices
     showing the actual costs, proof of payment of invoices, proof of product or ad campaign (tear sheets, ex-
     amples of printed materials, copies of audio or video tapes, etc.), and/or screen captures and active web
     addresses	 for	 Web	 site	 related	 programs.	 Funding	 payment	 requests	 must	 include	 the	 VTC	 Marketing	
     Leverage	Reimbursement	Request	form	provided	after	award	notification.	

     4. The match is a cash match only. No in-kind services or costs will be allowed for matching purposes,
     without prior written approval from VTC.

     5. Repeat applicants are allowed, however new applicants are preferred. All programs must be for new
     initiatives such as advertising (print, media, electronic), tradeshows (registration only), Web site develop-
     ment	and	web	marketing,	brochure	development	(design	and	printing),	and	fulfillment	costs.	The	use	of	
     VTC	funds	must	be	clearly	specified	in	the	application.		

     Eligible Programs Expenses

     •	   Placement	of	Advertisements	–	(includes	print	ads,	radio,	television,	etc.).	Ads	must	promote	the												
          applicants area to visitors. Applications must incorporate some aspect of the VTC “Live Passionately”
          campaign. Applications that more fully integrate the “Live Passionately” marketing opportunities
          will score higher. If the proposal includes media outlets that are not part of the VTC Partnership
     	    Advertising	Opportunities,	justification	should	be	included	as	to	why	the	proposed	media	outlet	is		        	
          used.
     •	   Printed	Materials	–	Travel	related	printed	materials	including	brochures,	media	kits,	group	tour							     	
          publications, meeting planner publications and other printed information materials designed to
          promote the partner’s area as a travel destination. Such projects must include a marketing
          mechanism and plan for promoting the availability of such printed materials.
     •	   Web	site	Development	–	Development	of	Web	sites	to	promote	the	applicants	areas	are	eligible.			            	
          Maintenance fees for Web sites are NOT eligible. Any Web sites must include the Virginia is for
          Lovers “Live Passionately” badge and must provide a reciprocal link to www.Virginia.org from their
          Web site.
     •	   Electronic	Marketing	–	Search	engine	optimization,	banner	and	Web	site	advertising,	and	other						         	
          electronic marketing initiatives are eligible expenses.
     •	   Travel	and	Trade	Show	Booth	Rental/Participation	Fees	–	Fees	associated	with	registration	at	travel		 	
          and trade shows are eligible. Travel expenses, including accommodations, and transportation,
          are NOT eligible for funding.
     •	   Dues	and	Memberships	–	Fees	that	are	required	to	participate	in	marketing	initiatives	or	travel	trade		 	
          shows are eligible.
     •	   Fulfillment	Costs	–	Fees	associated	with	mailing	collateral	materials	as	a	result	of	the	marketing					 	
          programs are eligible as well as the cost of toll-free numbers associated with the programs.
     •	   Tradeshow	Displays	–	Design	and	production	of	display	units	that	will	be	used	in	conjunction	with		         	
          travel promotions at travel and tradeshows are eligible.




42                                                                       Virginia Tourism Corporation FY09 MARKETING PLAN
Ineligible Expenses

The following will NOT be funded by the VTC “Live Passionately” Marketing Program:

•	   Programs	that	do	not	contribute	to	increased	visitation	to	the	partner’s	area	and	to	Virginia.
•	   Administrative	expenses	including	office	space,	salary	and	personnel	costs,	office	supplies,	office		 	
	    equipment,	normal	office	postage,	other	administrative	costs	and	overhead	costs.	(Toll-free	numbers		 	
	    associated	with	the	programs	will	be	funded	as	described	above,	as	will	postage	fulfillment	costs		   	
     directly associated with the programs).
•	   Costs	of	promotional	items	(such	as	pens,	pencils,	etc.)
•	   Event	start	up	and	production	costs.
•	   Maintenance	fees	for	Web	sites	are	NOT	eligible.
•	   Travel	expenses,	including	accommodations,	and	transportation,	are	NOT	eligible	for	funding.

Additional	requirements	and	requested	information	contained	in	the	VTC	“Live	Passionately”	Marketing	
Program Scoring Guidelines (pages 5 – 9) must also be met.

6. All programs must include a sustainability mechanism for programs that will be ongoing after the fund-
ing cycle. All programs must include plans for funding programs in case full funding is not awarded.

7. Applications must incorporate some aspect of the VTC “Live Passionately” campaign. Applications
that more fully integrate the “Live Passionately” marketing opportunities will score higher. If the proposal
includes	media	outlets	that	are	not	part	of	the	VTC	Partnership	Advertising	Opportunities,	justification	
should be included as to why the proposed media outlet is used. The VTC “Live Passionately” badge and
the www.Virginia.org Web site address must be included in all marketing materials. (Exception for bro-
chure size ad units). Examples of support of VTC “Live Passionately” include the following:

•	   Participation	in	VTC	consumer	and/or	trade	cooperative	media	buys	listed	on	VTC	marketing											      	
     calendar. Please refer to http://www.vatc.org/advertising/coopadprog/partneradvertising.asp for
     complete partner media buy information, and for the VTC “Live Passionately” Brand Tool Kit.
•	   Additional	information	can	be	found	in	the	VTC	“Live	Passionately”	Marketing	Plan	available	at	www.	      	
     VATC.org.
•	   Placement	of	advertising	in	the	Virginia	Travel	Guide,	the	2010	Group	Itinerary	Planner,	and/or	the		     	
     2010/2011 Meeting Planners Directory
•	   Participation	in	the	VTC	Online	Booking	partnership	program	with	Travelocity.
•	   Participation	in	VTC	datashare	program;		See	http://www.vatc.org/emarketing/datashare.asp
•	   Providing	travel	product	on	Virginia.org	Web	site	for	group	tour,	meetings	and	sports	product	for	the		   	
     professional trades
•	   Encouragement	of	local	tourism	industry	partners	to	list	their	businesses	on	Virginia.org.
•	   Participation	in	the	Canadian	“Balance”	program
•	   Assistance	in	hosting	of	CRUSA	fam	trips,	media	tours,	and	other	VTC	sponsored	tours
•	   Participation	in	VTC	promotion	opportunities
•	   Placement	of	brochures	in	the	Virginia	Welcome	Centers
•	   Placement	of	a	translite	ad	in	the	Virginia	Welcome	Centers
•	   Participation	in	the	Welcome	Center	Tourism	Blitz	program
•	   Participation	in	VTC/SVTA	consumer	show	program
•	   Participation	in	VTC	domestic	trade	show	opportunities	for	AAA,	group	tour,	meetings	and	sports	as		      	
     noted on VTC Marketing Calendar

8.	 All	applications	must	include	a	detailed	marketing	plan	that	clearly	states	specific	media	placements,	
timelines, and costs. The use of these funds must clearly be shown. Failure to include a detailed market-
ing	plan	will	result	in	disqualification.	The	marketing	plan	must	follow	the	format	as	stated	on	page	9.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                   43
     9. All applications must provide stated and clear performance measures. A detailed plan to measure the
     effectiveness of the proposed program must be included at the time of application.The plan must clearly
     state the benchmarks, expectations, targets, outcomes, and progress of the program, and detail how that
     information will be measured and reported to the VTC.

     10.	 All	programs	should	be	completed	within	18	months	of	the	award	notification	date.	VTC	will	request	pe-
     riodic	updates	on	the	progress	of	your	program.	A	final	report	must	be	submitted	to	the	VTC	within	60	days	
     of the end of the program detailing the results of the program, including return on investment, performance
     measure	outcomes,	and	other	supporting	data.	Failure	to	provide	the	final	report,	or	failure	to	meet	guide-
     lines stated in application, may result in partners being in default and any funding awarded to date may be
     refundable to VTC.

     11. Successful recipients are strongly encouraged to communicate the awarding of the VTC “Live Pas-
     sionately” Marketing Leverage funds, and in particular the outcomes of your program. Information on the
     amount of local money leveraged, number of partnerships developed, results of the program, return on
     investment, and other pertinent information should be included. A news release template will be provided
     by	VTC	as	part	of	your	award	notification.	This	may	be	used	in	communicating	the	success	of	your	program	
     to local media, community stakeholders, lawmakers and other opinion leaders.

     12.	 The	application	must	be	received	no	later	than	5	p.m.	on	November	11,	2008	at	the	VTC	offices.	Grad-
     ing	of	applications	is	expected	to	be	completed	and	award/denial	notifications	made	in	December	2008.

     13. Please provide the original plus three copies of your application. Applications should be typed or com-
     puter printed. Applications and supporting materials should not be bound or placed in a notebook. Staple
     the application in the upper left hand corner. Supporting materials may be included in clear sheet holders
     or similar pockets. Applications must follow format as stated on pages 6-9, and must address all aspects of
     the guidelines as completely as possible.

     14. FAX and/or e-mail applications will NOT BE ACCEPTED. For tracking purposes and date/time delivery
     recording purposes, it is suggested that applications be sent via UPS, FedEx, DHL, or USPS Registered
     Mail/Return	Receipt	Requested.

     15.	 Any	changes	in	the	applicants	program	that	arise	after	notification	of	award	must	be	submitted	in	writing	
     and approved in writing by VTC. Failure to do so may result in default and any funding awarded to date may
     be refundable to VTC.

     Applications are due by 5:00 PM on Tuesday, November 11, 2008. Send applications to:


             Virginia Tourism Corporation
             Attention: Hollis Sullivan
             Tourism Development Manager
             901 East Byrd Street
             Richmond, VA 23219
             Tel: 804-545-5546




44                                                                     Virginia Tourism Corporation FY09 MARKETING PLAN
Virginia Tourism Corporation “Live Passionately” Marketing Leverage Program
Scoring Guidelines


The following will be used in evaluating applications for the VTC “Live Passionately” Marketing Leverage
Program. Applicants must follow format as stated on pages 6-9. Please make sure your application thor-
oughly	answers	each	of	the	following	questions,	and	in	the	order	as	shown	below.

                                                                             Maximum Points
PROGRAM DESCRIPTION
•	 Program	Description	and	Partner	Evaluation	                               	      15	pts
   o What do you want to accomplish?
   o What are the goals for your program?
	  o	 Who	are	your	partners	and	what	is	their	role	and	financial	commitment?
                                                                             Total: 15 pts.

PROGRAM CONTENT
•	 Target	Audience	and	Market	Research	                                         	       20	pts.
   o Who is your target market and audience?
   o Why did you choose this market?
   o What research supports your interest in this market?
•	 Marketing	Message	and	Program	                                               	       20	pts.
   o What is your message that will cut through the clutter
       and encourage action?
   o What resources do you have and need to reach the target market?
   o What is your marketing plan to reach the target market?
	  o	 Is	the	marketing	plan	detailed,	with	specific	timelines?
•	 VTC	“Live	Passionately”
   o Does the program support the VTC “Live Passionately”
       campaign, including the VTC Partnership Advertising Opportunities?              20 pts.
                                                                                Total: 60 pts.

PERFORMANCE MEASUREMENT
•	 Effectiveness	of	Program	                                                    	       25	pts.
   o Have you clearly listed your objectives, desired outcomes,
       and demonstrated how you have leveraged dollars?
   o Have you clearly established realistic baseline numbers
       and clearly stated your targets?
   o How will you know if you have reached your target audience?
   o How will you report the effectiveness of your program?
	  o	 Is	there	a	plan	for	implementing	the	program	if	requested	
       funding is not fully awarded?
   o Is there a sustainability plan to continue the program after the
	  	 requested	funding	cycle?
                                                                                Total   25 pts.

TOTAL MAXIMUM SCORE:                                                             100 POINTS




Virginia Tourism Corporation FY09 MARKETING PLAN                                                           45
     Virginia Tourism Corporation “Live Passionately” Marketing Leverage Program
     Application Instructions

     Applicants must follow the format and order below in preparing the application.
     Answer	each	question	as	thoroughly	as	possible.

     1) COVER SHEET

     •	 Complete	the	Virginia	Tourism	Corporation	“Live	Passionately”	Marketing	Leverage	Program	Applica-
     tion	Cover	Sheet	and	include	as	the	first	page	of	your	application.	Be	sure	to	indicate	program	name,	fund-
     ing	level	requested	and	anticipated	completion	date.

     2) PARTNER INFORMATION PAGES

     •	 Complete	the	information	sheets	for	the	lead	partner	and	each	partner	in	the	program.	A	minimum	of	
     three	entities	must	partner	financially	to	apply	for	funding	consideration.	Indicate	the	complete	contact	infor-
     mation	for	all	partners,	including	the	partners’	financial	commitment	for	the	project.	Attach	additional	pages	
     for each partner. Do not alter the partner information sheets.

     3) PROGRAM DESCRIPTION (attach up to two pages)

     •	 Description	of	the	proposed	program	and	goals,	and	the	partner’s	role	in	the	program.	Answer	the	fol-
     lowing	questions:	What	do	you	want	to	accomplish?	What	are	the	goals	for	your	program?	Who	are	your	
     partners	and	what	is	their	role	and	financial	commitment?	Does	the	application	follow	the	Marketing	Lever-
     age Program scoring guidelines (page 5)?

     4) TARGET AUDIENCE AND MARKET RESEARCH (attach up to two pages)

     •	 Who	is	your	target	market	and	audience?	Why	did	you	choose	this	market?	What	research	supports	
     your interest in this market?

     •	 Please	include	specific	citations	regarding	the	source	of	your	information.	For	example,	if	your	data	is	
     from visitor logs at an attraction, or from the Research Section of www.vatc.org, indicate this in the market
     research section. Make a documentable case for why you are choosing this project, the focus of the project,
     and why you chose the particular audience and market.

     5) MARKETING MESSAGE AND PROGRAM (attach up to two pages, plus the detailed marketing plan)

     •	   What	is	your	message	that	will	cut	through	the	clutter	and	encourage	action?		

          o   Your message needs to be clearly stated. Your message is your means for standing out from the
              competition and reaching your audience, then encouraging them to act (visit). It should be a call
     	    	   to	action	that	encourages	the	next	step,	whether	requesting	additional	information,	or	visitation	to			
              your area. Example: Experience Shenandoah at War: One Story, a Thousand Voices.
     	    	   (Shenandoah	Valley	Battlefields	Association)

     •	 What	resources	do	you	have	and	need	to	reach	the	target	market?	Does	the	program	efficiently	use	
     these resources?

     •	 What	is	your	marketing	plan	to	reach	the	target	market?	Is	the	marketing	plan	detailed,	with	specific	
     timelines?	 In	 addition	 to	 answering	 these	 questions,	 provide	 a	 detailed	 marketing	 plan	 showing	 specific	
     media placements, placement dates, brochure development, costs associated with program, etc. in the
     format shown on page nine (Marketing Plan and Budget Timeline). You may reproduce the form, but you
     must follow the format shown.


46                                                                         Virginia Tourism Corporation FY09 MARKETING PLAN
•	 How	does	the	program	support	current	VTC	marketing	efforts,	including	the	VTC	“Live	Passionately”	
Partnership Advertising Opportunities? The VTC “Live Passionately” Partnership Advertising Opportunities
are an effective way to further leverage dollars. Please refer to http://www.vatc.org/advertising/coopadprog/
partneradvertising.asp for more information.

6) PERFORMANCE MEASURES (attach up to two pages)

Performance measures are the indicators of the effectiveness of your program. Without strong and mean-
ingful measures, you will be unable to effectively determine if your message moved your target audience
to	act.	The	measures	provide	information	of	the	success	of	your	program,	define	the	amount	of	leverage	of	
marketing	funds,	and	establish	a	return	on	investment.	Clearly	defined	performance	measures	will	be	key	
in	developing	your	final	report.

•	 Have	you	clearly	listed	your	objectives,	desired	outcomes,	and	demonstrated	how	you	have	leveraged	
dollars?

•	 Have	you	clearly	established	realistic	baseline	numbers	and	benchmarks	and	clearly	stated	targets	for	
your program?

     o   If you are starting a new program, you may not have data from previous projects. In this case,
         realistic numbers should be provided, based upon similar projects from either your area, or other
         areas. These benchmarks are against what you will gauge the response of your project. For
         example, if you have never advertised in a particular publication, you will not have data based
         upon prior experience. However, using the number of exposures, circulation of the publication,
         etc., you should be able to establish a realistic target of responses as a result of your program.
         Clearly indicate this number as your benchmark.
         (Example: The circulation of a publication is 2.5 million. We hope to generate leads based on 1
         percent of the circulation or 25,000. Of those 25,000 leads we hope to convert 20 percent to
	    	   actual	visitors,	for	an	increase	of	visitation	of	5,000)	

     o   For projects that build upon existing marketing efforts, targets should include measurement of
         visitation, revenue, and other current meaningful indicators as baselines for projections of new
         targets. (Example: Visitation in 2008 was 10,000. We hope to increase visitation by 15 percent to
	    	   11,250	in	2009.)

•	   How	will	know	if	you	have	reached	your	target	audience?	

     o   Have you included a mechanism to measure the response to your project? This may include the
         number of leads generated; number of coupons returned; Web site statistics, intercept surveys,
         conversion studies, and other measurement mechanisms. These should tie into your targets and
         benchmarks. The best indicators are those which conclusively show that – as a result of your
         project – you attracted visitors to your area.

•	   How	will	you	report	the	effectiveness	of	your	program	to	the	VTC,	and	to	your	stakeholders?		

	    o	 A	final	report	detailing	the	outcome	of	your	project	is	due	within	60	days	of	the	completion	of	the		 	
	    	 project.	The	report	needs	to	clearly	answer	the	questions	above	with	specific	data,	examples	of		 	
        the results of the program, and other supporting documentation.

     o   Successful recipients are strongly encouraged to communicate the awarding of the VTC “Live
         Passionately” Marketing Leverage funds, and in particular the outcomes of your program, to local
         media, community stakeholders, lawmakers and other opinion leaders. Indicate how you will
         communicate the awarding of funds and the outcomes of your program.




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                  47
     •	   Is	there	a	sustainability	plan	to	continue	the	program	after	the	requested	funding	cycle?		
     •	   Is	there	a	plan	for	implementing	the	program	if	requested	funding	is	not	fully	awarded?

     Marketing Plan and Budget Timeline

     It is important to include as much detail in the Marketing Plan and Budget Timeline as possible. Please do
     not include general statements, such as “the program partners will place magazine ads.” Rather, include
     specific	 placement	 dates,	 ad	 sizes,	 rates,	 etc.	 For	 example,	 indicate	 that	 you	 will	 place	 in	 Smithsonian	
     Magazine a 1/6 page four color ad, two times in the April 2008 and September 2008 editions at a total cost
     of $4,320.00.

     For non-advertising related expenses, indicate what the expense represents, estimated costs, and an-
     ticipated completion dates. For example, if a portion of the application is for the production of a brochure,
     please indicate the purpose of the brochure, cost of design, cost of production, number produced, and the
     anticipated completion date. Clearly	show	for	what	the	requested	VTC	Marketing	Leverage	funds	will	be	
     used, and for what the partners dollars will be used.

     Please reproduce the information as needed, following the format on the following page, and include as
     part of the Marketing Program Plan section.




48                                                                           Virginia Tourism Corporation FY09 MARKETING PLAN
                                                                      Virginia Tourism Corporation
                                       “Live Passionately” Marketing Leverage Program – Fall 2008



PROGRAM NAME____________________________________________________________________


VTC “Live Passionately” Marketing Leveraging Program Marketing Plan

Marketing Calendar and Budget
Media Outlet             Ad Type, Size and         Placement Date          Total Cost      VTC Funds Amount    Partners Fund
	                           Frequency		               	                    	               	                     Amount




Other Program Related Budget Items
Specific	Item	(brochure,	design	services,		       Anticipated Completion      Total Cost    VTC Funds Amount   Partners Fund
display production, tradeshow registration, etc.)         Date                                                   Amount




TOTAL BUDGETED AMOUNT




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                               49
                                                                    Virginia Tourism Corporation
                                     “Live Passionately” Marketing Leverage Program – Fall 2008


     Virginia Tourism Corporation “Live Passionately” Marketing Leverage Program
     Cover Sheet



     PROGRAM NAME: ___________________________________________________________________


     LEAD PARTNER: ____________________________________________________________________




     BUDGET OF PROPOSED PROGRAM


         TIER ONE LEVERAGE PROGRAM
     	   Up	to	$5,000		    Maximum	award	of	$5,000	with	a	1:1	match	required

     						 Leveraging	Funds	Requested				   	    	      	$_____________

         Partner’s Matching Funds (1:1 Match)            $_____________

         Total Budget for Program                        $_____________



         TIER TWO LEVERAGE PROGRAM
         $5,001 to $25,000 Minimum of $5,001 up to a maximum of $25,000 with a minimum 2:1
     	   	                 match	required	(Two	dollars	from	partners	matched	by	one	dollar	from	VTC).

     						 Leveraging	Funds	Requested				   	    	      	$_____________

         Partner’s Matching Funds (2 :1 Match)           $_____________

         Total Budget for Program                        $_____________


     ANTICIPATED DATE OF PROGRAM COMPLETION: _______________________________


     All programs should be completed within 18 months of the date of award notification.
     The final report must be submitted to the VTC within 60 days of the end of the program.




50                                                             Virginia Tourism Corporation FY09 MARKETING PLAN
                                                                   Virginia Tourism Corporation
                                    “Live Passionately” Marketing Leverage Program – Fall 2008


LEAD PARTNER CONTACT INFORMATION (Please provide exact contact information for where corre-
spondence regarding application is to be sent, including reimbursement payments).




Name of Program



Name of Lead Partner



Mailing address of Lead Partner



Physical address of Lead Partner



City                                                            State                    Zip



Telephone                                                       Fax



E-mail address



Web site address



Federal	Employer	Identification	Number	(FEI	#)

$
Lead Partners Financial Commitment



Name and title of authorized person (please print)




Signature of authorized person                                                    Date


Please include contact information for each additional partner on the following pages




Virginia Tourism Corporation FY09 MARKETING PLAN                                                  51
                                                                     Virginia Tourism Corporation
                                      “Live Passionately” Marketing Leverage Program – Fall 2008



     PARTNER CONTACT INFORMATION




     Name of Program



     Name of Partner



     Mailing address of Partner



     Physical address of Partner



     City                                                            State                              Zip



     Telephone                                                       Fax



     E-mail address



     Web site address



     Federal	Employer	Identification	Number	(FEI	#)

     $
     Partners Financial Commitment



     Name and title of authorized person (please print)




     Signature of authorized person                                                            Date


     Please attach additional forms for each partner in program




52                                                                Virginia Tourism Corporation FY09 MARKETING PLAN
                                                                   Virginia Tourism Corporation
                                    “Live Passionately” Marketing Leverage Program – Fall 2008



PARTNER CONTACT INFORMATION




Name of Program



Name of Partner



Mailing address of Partner



Physical address of Partner



City                                                            State                    Zip



Telephone                                                       Fax



E-mail address



Web site address



Federal	Employer	Identification	Number	(FEI	#)

$
Partners Financial Commitment



Name and title of authorized person (please print)




Signature of authorized person                                                    Date


Please attach additional forms for each partner in program




Virginia Tourism Corporation FY09 MARKETING PLAN                                                  53
                                                                     Virginia Tourism Corporation
                                      “Live Passionately” Marketing Leverage Program – Fall 2008

     VTC “Live Passionately” Marketing Leverage Program
     Application Checklist – Please include with your application.

     •	   Have you completed all sections of the cover sheet?

     •	   Have	you	provided	all	requested	information	for	all	partners,	including	the	partners’	financial	commit-
          ment?		A	minimum	of	three	financial	partners	are	required	to	participate.

     •	   Are all partners listed on www.Virginia.org? Information on the free listings can be found at http://
          www.virginia.org/admin/login.asp.

     •	   Have you included a letter of support from the DMO(s) in the project coverage area?

     •	   Have	you	thoroughly	described	your	program,	established	your	goals,	and	defined	the	role	of	your	
          partners?

     •	   Have	you	identified	your	target	audience,	and	justified	that	audience	through	valid,	documented						
          research and data?

     •	   Have you clearly stated what your message is to your audience?

     •	   Have you provided a detailed marketing plan, timeline for action, and budget for your project? Refer
          to page 9 of application and follow that format precisely.

     •	   Does your program incorporate VTC “Live Passionately” opportunities?

     •	   Have you clearly stated your targets, baseline numbers, and benchmarks so as to effectively measure
          the outcomes of your project?

     •	   Have	you	indicated	alternative	plans	in	the	event	full	funding	requested	is	not	awarded?

     •	   Have you indicated how you will sustain the program in the future?

     •	   Have you indicated how you will communicate the results of your program to the VTC, and to your
          stakeholders?

     •	   Have you included the original plus three copies of the application?

     •	   Applications are due by 5:00 PM on Tuesday, November 11, 2008. No electronic submissions or
          faxes will be accepted. It is encouraged for you to use a delivery service that allows for tracking of the
          application delivery. Applications should be sent to:

              Virginia Tourism Corporation
              Attention: Hollis Sullivan
              Tourism Development Manager
              901 East Byrd Street
              Richmond, VA 23219
              804-545-5546




54                                                                      Virginia Tourism Corporation FY09 MARKETING PLAN
Appendix                                     Graphics:                       International Marketing:
VTC Marketing Staff                          Cheryl Exley                    Heidi Johannesen
                                             Graphics Manager                Director of International Marketing
Marketing Administration:                    cexley@virginia.org             hjohannesen@virginia.org
                                             804.545.5564                    202.872.0554
Diane Béchamps                                                               Fax: 703.536.1186
Vice President                               Frances Elliott
dbechamps@virginia.org                       Graphics Assistant Manager      Matt Gaffney
804.545.5542                                 felliott@virginia.org           President and CEO
                                             804.545.5565                    Capital Region USA
Kimberly Petersen                                                            mgaffney@capitalregionusa.org
Special Projects Manager                     Bill Crabtree
                                                                             302.226.0422
kpetersen@virginia.org                       Graphic Designer
804.545.5540                                 wcrabtree@virginia.org
                                                                             Publications:
                                             804.545.5566
Advertising:                                                                 Judy Watkins
                                             Public Relations:               Publications Manager
Jovandra Cox                                                                 jwatkins@virginia.org
Director of Advertising                      Tamra Talmadge-Anderson
                                                                             804.545.5563
jcox@virginia.org                            Director of Public Relations
804.545.5567                                 ttanderson@virginia.org
                                             804.545.5573
Paige Worthington
Advertising Assistant                        Richard Lewis
pworthington@virginia.org                    Public Relations Manager
804.545.5548                                 rlewis@virginia.org
                                             804.545.5574
Carey Mosser
Media Planner/Buyer                          Georg Horvath
BCF                                          Public Relations Specialist
dmosser@boomyourbrand.com                    ghorvath@virginia.org
757.497.4811                                 804.545.5570
Fax: 757.497.3684
                                             Promotions:
Electronic Marketing:                        Julia Scott
Dave Neudeck                                 Promotions Manager
Director of Electronic Marketing             jscott@virginia.org
dneudeck@virginia.org                        804.545.5575
804.545.5554
                                             Domestic Sales and Marketing:
Mary Bishop
Electronic Marketing Manager                 Carol Torricelli, CMP
mbishop@virginia.org                         Director of Sales
804.545.5556                                 ctorricelli@virginia.org
                                             804.5455543
Tom Kirk
Multimedia Specialist                        Joni Johnson, CTP, TMP
tkirk@virginia.org                           National Sales Manager
804.545.5558                                 804.545.5544
Casey Higgins                                Robin Mamunes
Electronic Marketing Content Specialist      Senior Marketing Assistant
chiggins@virginia.org                        rmamunes@virginia.org
804.545.5557                                 804.545.5545




Virginia Tourism Corporation FY09 MARKETING PLAN                                                                   55
Consumer Services & Fulfillment Staff:             Administration and Finance Staff:

Staff                                              Staff

Valerie Guffy                                      Alisa Bailey
Consumer & Revenue Programs Manager                 President and CEO
vguffy@virginia.org                                abailey@virginia.org
804-545-5588                                       804-545-5510

Sandra Hicks                                       Roy Knox
Welcome Centers Operations Manager                 Vice President of Administration and Revenue
shicks@virginia.org                                rknox@virginia.org
804-545-5583                                       804-545-5522

Jane Govoruhk                                      Winston Evans
Revenue Program Coordinator                         Executive Assistant
jgovoruhk@virginia.org                             wevans@virginia.org
804-545-5520                                       804-545-5510

Polly Bozorth                                      Terry S. Minor, VCO
 Administrative Assistant                          Contracts and Procurement Officer
pbozorth@virginia.org                              tminor@virginia.org
804-545-5580                                       804-545-5523

Darryl Neville                                     Tia Chongasing
Distribution Center Supervisor                     Procurement/Accounts Receivable Specialist
dneville@virginia.org                              tchongasing@virginia.org
804-545-5592                                       804-545-5524

Michael Banks
Distribution Center Assistant
mbanks@virginia.org
804-545-5592




Virginia Tourism Corporation FY09 MARKETING PLAN
     Advertising Agency of Record:        Tourism Education and Development Staff:

     BCF                                  Staff
     240 Business Park Drive
                                          Chris Canfield
     Virginia Beach, VA 23462
                                          Vice President of Tourism Education and Development
     757.497.4811
                                          ccanfield@virginia.org
     Fax: 757.497.3684
                                          804.545.5562
     Boomyourbrand.com
                                          Steve Galyean
     Art Webb
                                          Director of Tourism Development
     President and CEO
                                          sgalyean@virginia.org
     Jacinthe Pare                        804.545.5517
     Account Group Director/Partner
                                          Bobbie Walker
     Keith Ireland
                                          Director of Tourism Education & Workforce Readiness
     Creative Director/Partner
                                          bwalker@virginia.org
     Glenn Dano                           804.545.5582
     Account Executive
                                          Wirt Confroy
     Tyson Misleh
                                          Director of Partnerships
     Assistant Account Executive
                                          wconfroy@virginia.org
     Laura Walker                         804.545.5552
     Director of Creative Services
                                          Kitty Barker
     Ginny Petty
                                          Tourism Development Specialist - Southwest Virginia
     Senior Copy Writer
                                          kbarker@virginia.org
     Joe Schnellmann                      276.466.2932
     Senior Art Director
                                          Sandra Tanner
     Kevin McCarthy
                                          Tourism Development Specialist - Southside Virginia
     Production Coordinator/Copy Writer
                                          stanner@virginia.org
     Katherine Kivlighan                  434.757.7438
     Contact Strategist Supervisor
                                          Randy Rose
     Carey Mosser
                                          Tourism Development Specialist - Southwest Virginia
     Senior Contact Strategist
                                          rrose@virginia.org
     John Runberg                         276.322.2044
     Director of Digital Development
                                          Hollis Sullivan
     Sonji Morgan
                                          Tourism Education & Development Assistant
     Project Manager
                                          hsullivan@virginia.org
     Jessica Kraft                        804.545.5546
     PR Director
                                          Angela Wiggins
     Mary Douglas
                                          Partnerships Coordinator
     PR Account Executive
                                          awiggins@virginia.org
     Maria Sabale                         804.545.5553
     PR Account Executive
                                          Wanda Walton
                                          Tourism Education Manager
                                          wwalton@virginia.org
                                          804.545.5538




56                                                     Virginia Tourism Corporation FY09 MARKETING PLAN
Virginia Film Office Staff:                              VTC Executive Staff:

Staff                                                    Alisa Bailey
                                                         President and CEO
Rita D. McClenny
                                                         804.545.5510
Vice President of Operations and Film
                                                         abailey@virginia.org
804.545.5530
                                                         Roy Knox
Becky Beckstoffer
                                                         Vice President of Administration and Revenue
Marketing Manager
                                                         804.545.5522
804.545.5533
                                                         rknox@virginia.org
Mary Nelson
                                                         Diane Béchamps
Communications Manager
                                                         Vice President of Marketing
804.545.5535
                                                         804.545.5542
                                                         dbechamps@virginia.org
Andy Edmunds
Location Manager
                                                         Chris Canfield
804.545.5534
                                                         Vice President of Tourism Education and Development
                                                         804.545.5562
Kathryn Stephens
                                                         ccanfield@virginia.org
Industry Relations Manager
804.545.5536
                                                         Rita D. McClenny
                                                         Vice President of Operations and Film
Mary Kathryn Severin
                                                         804.545.5530
Staff Assistant
                                                         rmcclenny@virginia.org
804.545.5530

Virginia Film Office
804.545.5530
800.854.6233

Recorded Information Line
Toll-free information line which is updated every 7-10
days. This recorded message gives statewide film and
television related news and announcements.
800.641.0810




Virginia Tourism Corporation FY09 MARKETING PLAN                                                               57
     VTC Board of Directors:                Donna Mason
                                            Waterside Motor Inn
     Cal Simmons                            Post Office Box 347
     Chairman                               Chincoteague Island, VA 23336
     Five Star Alliance                     Tel: 757.336.3434
     One Wales Alley, Suite 300             Fax: 757.336.1878
     Alexandria, VA 22314                   donna@watersidemotorinn.com
     Tel: 703.549.4404
                                            Bob McConnell
     cal@calsimmons.com
                                            1144 Sorrel Creek Lane
     The Honorable L. Preston Bryant, Jr.   Gate City, Virginia 24251
     Secretary of Natural Resources         Tel: 276.452.4520
     1111 East Broad Street                 Fax: 276.452.4262
     Richmond, Virginia 23219               roberte@mounet.com
     Tel: 804.786.0044
                                            Susan K. Payne
     Fax: 804.371.8333
                                            President, Payne, Ross & Associates
     preston.bryant@
                                            206 East Jefferson Street
     governor.virginia.gov
                                            Charlottesville, Virginia 22902
     The Honorable Patrick Gottschalk       Tel: 434.977.7607
     Secretary of Commerce and Trade        Fax: 434.977.7610
     1111 East Broad Street, Suite 4014     susan@payneross.com
     Richmond, Virginia 23219
                                            Michael C. Quinn
     P.O. Box 1475 (ZIP 23218)
                                            President and Executive Director
     Tel: 804.786.7831
                                            The Montpelier Foundation
     Fax: 804.371.0250
                                            P.O. Box 911
     patrick.gottschalk@
                                            Orange VA 22960
     governor.virginia.gov
                                            Tel: 540.672.2728
     Chris Hairston                         mquinn@montpelier.org
     Assistant VP of Business Development
                                            James B. Ricketts
     Consolidated Bank and Trust
                                            Director, Virginia Beach Convention and Visitors Bureau
     P.O. Box 26823
                                            2101 Parks Avenue, Suite 500
     First & Marshall Streets
                                            Virginia Beach, VA 23451
     Richmond, VA 23219
                                            Tel: 757.437.6469
     Tel: 804.771.5212
                                            Tel: 800.700.7702
     chairston@consolidatedbank.com
                                            Fax: 757.437.4747
     William Shawn Hash                     jrickett@vbgov.com
     1701 Glade Road
                                            Phyllis Terrell
     Blacksburg, VA 24060
                                            Director of Strategic Alliances and
     Tel: 540.731.5202
                                             Business Development
     tangentoutfitters@yahoo.com
                                            The Colonial Williamsburg Foundation
     Jon C. King                            P. O. Box 1776
     President and CEO                      Williamsburg, VA 23187-1776
     Exclusive Staffing Companies           Tel: 757.220.7649
     411 E. Franklin Street, Suite 501      Fax: 757.220.7207
     Richmond, VA 23219                     pterrell@cwf.org
     Tel: 804.644.5400
                                            Tareq Salahi
     Fax: 804.643.5144
                                            Chairman, Virginia Wine Travel
     jon@exclusivestaffing.com
                                             and Tourism and Oasis Winery
                                            Joint Operations Center
                                            14141 Hume Road
                                            Hume, VA. 22639
                                            Tel: 540.622.2505
58                                                      Virginia Tourism Corporation FY09 MARKETING PLAN
                   Impact of Travel on Virginia, Preliminary 2007 and 2006
                                               (For Tourism Week)

                                               2006                    2007p           2007/06
                                            Expenditures            Expenditures       Percent
 Expenditures                               ($ millions)            ($ millions)       Change

 Public Transportation                               $2,523.6               $2,662.9      5.5 percent
 Auto Transportation                                  3,688.1                3,977.4      7.8 percent
 Lodging                                              3,594.2                3,799.9      5.7 percent
 Foodservice                                          4,868.6                5,110.2      5.0 percent
 Entertainment & Recreation                           1,322.0                1,392.6      5.3 percent
 General Retail Trade                                 1,667.5                1,748.4      4.9 percent
 Total                                              $17,664.1              $18,691.4     5.8 percent

 Payroll                                        2006                   2007p           2007/06
                                               Payroll                Payroll          Percent
                                             ($ millions)           ($ millions)       Change

 Public Transportation                                1,020.3                  968.0     -5.1 percent
 Auto Transportation                                    216.2                  223.8      3.5 percent
 Lodging                                                822.9                  864.7      5.1 percent
 Foodservice                                          1,129.6                1,158.7      2.6 percent
 Entertainment & Recreation                             619.9                  635.4      2.5 percent
 General Retail Trade                                   314.9                  323.3      2.7 percent
 Travel Planning                                        138.9                  142.4      2.5 percent
 Total                                               $4,262.7               $4,316.2     1.3 percent

 Employment                                    2006                    2007p           2007/06
                                            Employment              Employment         Percent
                                            (Thousands)             (Thousands)        Change

 Public Transportation                                   23.0                   23.2      1.0 percent
 Auto Transportation                                      8.5                    8.7      1.8 percent
 Lodging                                                 42.0                   42.0      0.1 percent
 Foodservice                                             78.5                   79.6      1.4 percent
 Entertainment & Recreation                              38.0                   38.6      1.5 percent
 General Retail Trade                                    14.9                   15.0      0.3 percent
 Travel Planning                                          3.3                    3.2     -2.4 percent
 Total                                                  208.2                  210.3     1.0 percent

 Tax Collection                                 2006                   2007p           2007/06
                                            Tax Revenue             Tax Revenue        Percent
                                            ($ millions)            ($ millions)       Change




Virginia Tourism Corporation FY09 MARKETING PLAN                                                        59
60   Virginia Tourism Corporation FY09 MARKETING PLAN

								
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