MktPlan09.

FY09 Marketing Plan Table of Contents Executive Summary Strategic Marketing Plan Messaging Marketing by Division Media Plan Marketing Leverage Program Appendix 3 10 13 15 31 41 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 (8/7/2008Virginia 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 lowcost 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 publicand 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. 2. 3. 4. 5. 6. 7. 8. Increase tourism market share and annual visitor spending in Virginia; Position Virginia as a premier travel and tourism destination; Leverage limited marketing funds by working collaboratively with Virginia travel partners; Increase tourism funding, including identification of new sources, to advance tourism marketing and tourism development; Strengthen Virginia’s competitive position in national and international travel and tourism markets; Provide dynamic and innovative marketing and advertising programs that are cost-effective and reach the intended targets; Increase the focus upon community tourism development, tourism planning and capital access; Prepare Virginia’s tourism workforce for the future. FY09 Marketing Objectives: 1. 2. 3. 4. Work collaboratively with Virginia’s tourism industry to increase the economic impact of tourism by 5 percent annually; 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; Leverage marketing dollars at least 5:1 by working with strategic tourism partners; 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. 2. 3. 4. 5. 6. 7. 8. 9. Sell Virginia’s tourism product by building upon the well-recognized Virginia is for Lovers logo and slogan through the Live Passionately campaign; Develop and execute collaborative statewide Live Passionately marketing programs; Continually educate elected officials and key opinion leaders about the economic importance of tourism and encourage investment in the industry; Advance the use of technology in marketing and tourism promotion; Market existing tourism product of all sizes, including high revenue-generating destinations, and support the development of new tourism product; Work daily to insure that all VTC domestic marketing programs are fully integrated and support the Live Passionately marketing campaign; Promote Virginia’s existing and expanding meeting and convention facilities; Promote Virginia’s existing and expanding sports facilities and attract more sports, military, educational, and fraternal (SMERF) groups to Virginia; 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: Girlfriends Getaways Multi-Generational Travel Epicurean Vacations Pet Friendly Vacations Weekend Escapes Eco-Friendly vacations Reunions Experiential Travel Travel Closer to Home Emotional benefits of travel: Health and wellness Relationship-building Career success and increased productivity Increased creativity What do travelers want? Destination for an extended vacation Friendly atmosphere Short getaway Safe Relaxing Value for investment Change of scenery Good for couples Good for families and children What Virginia delivers better than its competitors? History and heritage Opportunities for affluent travel Small-town America Outdoor recreation Why Market to Women as a Primary Target? Women are the world’s largest market segment They are the fastest-growing market segment They account for 80 percent of consumer and business spending They control more than half the private wealth in the U.S. They make the travel decisions on behalf of the household What are women looking for in a vacation? Romance Grandparent getaways Next quest Sense of achievement Connection with family and girlfriends Passionate travel experiences – Lifelong learning Volunteer vacations Media Habits Excluding word of mouth and personal experience, destination Web sites have become the single most used planning resource for travelers coming to Virginia. 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 What defines you Feel fully alive Validate your character Over-the-top Physically-compelled Be totally committed Embody your beliefs Be totally engaged Intense Your driving life-force Feeds your life-force Obsession Unbridled emotion Be dedicated 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 publicand 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 News releases Live Passionately Media Guide and CD Features/articles Publications Virginia Tourism Corporation FY09 MARKETING PLAN Virginia Tourism Dashboard eNewsletter Virginia facts Public Relations Primer National Tourism Week Tool Kit 19 Promotions Department Objectives: 1. Generate 50,000 incremental leads as a result of promotions and sweepstakes; Leverage marketing budget 3:1 through promotional partnerships; 2. 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-militaryeducational-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 MidAtlantic 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: Canada United Kingdom Germany Secondary Markets: Belgium, the Netherlands, Nordic Countries, France, Ireland, Latin America (Brazil, Mexico) 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 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Discover America Committee-Canada, Association of National Tourism Office Representatives and the Society of American Travel Writers-Canada; Participate in key Canadian golf shows; Participate in key Canadian leisure shows; Implement Canadian promotions, advertising and sponsorships; Maintain in-market representation in Ontario and Quebec; Conduct travel agent training in Ontario and Quebec through workshop series; Implement effective brochure distribution program in Canada; Develop consumer promotions that integrate the brand, product, technology/paid search and public relations to maximize media value and bookings and create brand awareness; Develop an annual editorial/thematic calendar to outline promotions and public relations activities; Maintain focus on media outlets with a broad consumer reach and high circulation; 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 media 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 LIFESTYLE/GENERAL AD TYPE VTC AD UNIT SECTION MEDIA PARTNER BALTIMORESUN.COM (IN) CO-OP VARIOUS PROMO E-BLASTS CO-OP VARIOUS E-BLAST BLUE RIDGE COUNTRY VTC ONLY FULL PAGE 4C FF, RHR EBRAINS (IN) VTC CO-OP LEADS REGISTRATION GOOD HOUSEKEEPING CO-OP 1/2P, FULL 4C FF, RHR NAT'L PROMO PAGES PROMO PAGE FULL PAGE 4C NAT'L SCOUT (IN) VTC ONLY E-BLAST E-BLAST SOUTHERN LIVING CO-OP HALF PAGE 4C MID ATLANTIC LIVING VIRGINIA LIVING CO-OP, VTC ONLYFULL PAGE 4C FF, RHR, CO-OP WASHINGTON POST MAGAZINE CO-OP FULL PAGE 4C CO-OP WASHINGTONPOST.COM (IN) VTC ONLY VARIOUS VARIOUS E-BLASTS CO-OP VARIOUS E-BLAST VALUE CLICK (IN) CO-OP VARIOUS VARIOUS WORLD NOW (IN) CO-OP VARIOUS HOME/NEWS/TRAV TRAVEL MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AAA WORLD CO-OP HALF PAGE 4C CO-OP BONUS ADS VTC ONLY 1/6P 4C ROP BUDGET TRAVEL CO-OP FULL PAGE 4C GATEFOLD PREMIUM GIRLFRIEND GETAWAYS CO-OP HALF PAGE 4C GIRLFRIEND GETAWA E-BLASTS CO-OP VARIOUS E-BLAST CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS E-BLASTS LP FAMILY MAG INSERT CO-OP HALF PAGE 4C CO-OP LP SPRING PLANNER NP INSERT CO-OP 2 PAGE VTC CO-OP NY DAILY NEWS SPRING INSERT CO-OP 2 PAGE VTC CO-OP PROMO ADS VTC ONLY 1/16P ROP NY TIMES MAGAZINE- T TRAVEL CO-OP HALF PAGE 4C 50 STATES CROSSWORD PUZZLE VTC ONLY CROSSWORD PUZZLE PATHFINDERS TRAVEL (AA) CO-OP HALF PAGE 4C CO-OP OUTDOOR / RECREATION MEDIA PARTNER AD TYPE VTC AD UNIT SECTION BLUE RIDGE OUTDOORS CO-OP, VTC ONLYFULL PAGE 4C FF, RHR BONUS AD VTC ONLY 1/4P VERT ROP BREATHE CO-OP FULL PAGE 4C FF, RHR HERITAGE / CULTURE MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AMERICAN HERITAGE CO-OP 2PAGE SPREAD 4C VA HISTORICAL GUID AMERICAN LEGACY (AA) CO-OP FULL PAGE 4C CO-OP LP HERITAGE INSERT CO-OP HALF PAGE 4C CO-OP SMITHSONIAN CO-OP HALF PAGE 4C CO-OP EPICUREAN / WINE MEDIA PARTNER AD TYPE VTC AD UNIT SECTION COOKING WITH PAULA DEEN CO-OP, VTC ONLYFULL PAGE 4C KIDS, CO-OP EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS E-BLASTS SAVEUR CO-OP HALF PAGE 4C CO-OP MISC. MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AFRICAN AMERICAN NEWSPAPERS VTC ONLY HALF PAGE 4C TRAVEL, ROP TRAVEL GUIDES MEDIA PARTNER AD TYPE VTC AD UNIT SECTION VIRGINIA TRAVEL GUIDE VTC PUBLICATION VIRGINIA GOLF GUIDE VTC PUBLICATION VIRGINIA MEETING PLANNER GUIDVTC PUBLICATION VIRGINIA GROUP TOUR GUIDE VTC PUBLICATION OUTDOOR MEDIA PARTNER AD TYPE VTC AD UNIT SECTION OUTDOOR ASSOC. OF VA VTC ONLY BILLBOARDS VIRGINIA BROADCAST MEDIA PARTNER AD TYPE VTC AD UNIT SECTION VIRGINIA ASSOC. OF BROADCASTE VTC ONLY :30 TV & RADIO VIRGINIA GROUP TOUR MEDIA PARTNER AD TYPE VTC AD UNIT SECTION GROUP TOUR MAGAZINE CO-OP HALF PAGE 4C VA SECTION GROUP TRAVEL PLANET CO-OP, VTC ONLY1/2P 4C, 1/3P 4C FF, RHR CO-OP NTA COURIER VTC ONLY HALF PAGE 4C FF, RHR STUDENT GROUP TOUR CO-OP HALF PAGE 4C TBD (MA OR SE) STUDENT YOUTH TRAVELER VTC ONLY HALF PAGE 4C FF, RHR VIRGINIA EXPLORER VTC ONLY FP4C, 1/8P 4C BACK COVER MEETINGS & CONVENTIONS MEDIA PARTNER AD TYPE VTC AD UNIT SECTION BLACK MEETINGS & TOURISM CO-OP, VTC ONLYHALF PAGE 4C RHR, EDIT CONVENE VTC ONLY JR PAGE, 1/2P4C PCMA, FF, RHR CONVENTION SOUTH CO-OP HALF PAGE 4C VARIOUS MEETINGS & CONVENTIONS CO-OP FP4C, 1/2P 4C VA DEST GUIDE MEETINGS MAILER CO-OP E-BLAST E-BLAST MEETINGS SOUTH CO-OP 1/2P 4C TAB HR, VA CO-OPS REJUVENATE CO-OP, VTC ONLY1/2P4C, 1/3P 4C CO-OP, FF, RHR SMERF MEETINGS JOURNAL CO-OP FULL PAGE 4C CO-OP, PG 7 SPORTS EVENTS CO-OP HALF PAGE 4C CO-OP SPORTS TRAVEL VTC ONLY HALF PAGE 4C TEAMS VIRTUALMEETINGWORLD.COM CO-OP BOOTH SOUTHEAST WASHINGTON BUSINESS JOURNALCO-OP HALF PAGE 4C CO-OP, RHR (IN) = INTERNET (AA)= AFRICAN AMERICAN JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY/FEBRUARY JANUARY-MARCH FY 09 MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY 17 MARCH/APRIL MARCH APRIL 8 FY 09 $ $17,346.00 $0.00 $0.00 $60,000.00 $70,502.00 $0.00 $3,000.00 $39,220.00 $13,622.00 $29,692.20 $34,410.00 $4,000.00 $33,333.33 $40,166.00 FY 09 $ $21,165.00 $0.00 $21,000.00 $9,300.00 $8,000.00 $26,000.00 $0.00 $73,000.00 $34,510.00 $0.00 $17,729.00 $4,845.00 FY 09 $ $34,865.00 $0.00 $4,000.00 FY 09 $ $0.00 $9,750.00 $21,500.00 $26,473.95 FY 09 $ $93,492.00 concierge $16,000.00 FY 09 $ TBD FY 09 $ FY 10 $ $17,346.00 $0.00 $0.00 $40,000.00 $179,760.00 $0.00 $6,000.00 $80,504.21 $24,816.00 $60,275.20 $68,820.00 $8,000.00 $66,666.66 $80,332.00 FY 10 $ $63,495.00 $0.00 $42,000.00 $9,300.00 $16,000.00 $77,500.00 $0.00 $75,190.00 $35,700.00 $0.00 $35,458.00 $35,458.00 $9,690.00 FY 10 $ $58,024.00 $0.00 $8,000.00 FY 10 $ $17,340.00 $19,500.00 $23,005.00 $73,178.92 FY 10 $ $23,814.00 concierge $35,933.00 FY 10 $ TBD FY 10 $ 4 MAY 11 18 25 1 MAY/JUNE FEBRUARY JANUARY 29 5 12 19 26 2 9 16 23 7 MARCH/APRIL MARCH/APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH/APRIL APRIL MARCH/APRIL 10 7 15 MARCH/APRIL 29 MARCH/APRIL MAY MAY/JUNE 4 MAY 11 18 25 1 SPRING APRIL/MAY ISSUES 19 17 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY FEBRUARY JANUARY FEBRUARY JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 MARCH MARCH APRIL 2 9 16 23 30 6 13 20 27 APRIL APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 SPRING MAY 11 18 25 MAY MAY MAY MAY 4 11 18 25 4 1 1 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY/FEBRUARY APRIL/MAY ISSUES APRIL MAY APRIL MARCH 2 9 16 23 30 6 13 20 27 4 11 18 25 1 MARCH/APRIL MAY/JUNE MARCH/APRIL APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY MARCH APRIL 2 9 16 23 30 6 13 20 27 MAY 11 18 25 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 4 1 1 MAY 4 11 18 25 FY 09 $ TBD FY 09 $ TBD FY 09 $ $5,910.00 $3,820.00 $3,751.90 $5,730.00 $2,962.25 $3,803.74 FY 09 $ $2,603.00 $5,950.00 $4,783.80 $11,495.70 $4,785.00 $4,165.00 $3,124.00 $6,350.00 $1,967.95 $5,000.00 $3,424.65 $846,548.47 FY 10 $ TBD FY 10 $ TBD FY 10 $ $11,820.00 $17,110.00 $3,751.90 $5,730.00 $5,924.50 $7,794.49 FY 10 $ $5,369.00 $11,483.00 $4,783.80 $22,731.70 $4,785.00 $8,330.00 $6,248.00 $6,350.00 $3,935.90 $3,326.25 $7,044.65 $1,427,624.18 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH APRIL 4 MAY 11 18 25 1 1 1 MAY 4 11 18 25 MAY 4 11 18 25 MAY MAY MAY 4 MAY 11 18 25 JANUARY JANUARY FEBRUARY MARCH APRIL 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 FEBRUARY/MARCH JANUARY FEBRUARY FEBRUARY 4 8 1 APRIL/MAY MARCH APR TBD MAY 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 JUNE 8 15 22 29 JUNE 8 15 22 29 FY 10 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY 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 SEPTEMBER-NOVEMBER 15 NOVEMBER/DECEMBER JANUARY/FEBRUARY JULY/AUGUST SEPTEMBER/OCTOBER JANUARY-MARCH OCTOBER OCTOBER 7 SEPTEMBER SEPTEMBER/OCTOBER 13 SEPTEMBER/OCTOBER 8 SEPTEMBER/OCTOBER SEPTEMBER/OCTOBER NOVEMBER AUGUST SEPTEMBER OCTOBER DECEMBER JANUARY FEBRUARY JULY 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 SEPTEMBER/OCTOBER JULY/AUGUST JULY/AUGUST NOVEMBER JULY 6 13 20 27 SEPTEMBER/OCTOBER 8 6 11 CY 10 MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH/APRIL MARCH APRIL 7 MAY MAY 3 MAY 10 17 24 31 MAY/JUNE JUNE 7 14 21 MARCH/APRIL 28 MARCH/APRIL 6 MARCH/APRIL MARCH/APRIL MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH/APRIL APRIL MARCH/APRIL 6 14 MAY/JUNE 3 MAY 10 17 24 31 JUNE 7 14 21 SPRING 9 APRIL/MAY ISSUES 18 16 JUNE 8 15 22 29 JUNE JUNE JUNE 8 15 22 29 JULY 6 13 20 27 JULY 6 13 20 27 SEPTEMBER 20 13 SEPTEMBER AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 SEPTEMBER OCTOBER JANUARY DECEMBER SEPTEMBER OCTOBER DECEMBER JANUARY AUGUST AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 SEPTEMBER/OCTOBER WINTER SEPTEMBER SEPTEMBER NOVEMBER DECEMBER AUGUST OCTOBER JANUARY 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 SEPTEMBER/OCTOBER SEPTEMBER/OCTOBER 15 13 OCTOBER AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 FEBRUARY 1 8 15 22 MARCH APRIL MARCH 1 8 15 22 29 5 12 19 26 MARCH APRIL MARCH APRIL 1 MARCH APRIL 8 15 22 29 5 12 19 26 SPRING FEBRUARY 1 8 15 22 MAY 10 17 24 31 MAY MAY MAY MAY 3 10 17 24 31 3 JUNE 7 14 21 JUNE JUNE JUNE 7 14 21 JUNE 8 15 22 29 JULY 6 13 20 27 FEBRUARY 1 8 15 22 APRIL/MAY ISSUES APRIL MARCH APRIL MAY 1 8 15 22 29 5 12 19 26 3 10 17 24 31 13 APRIL MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH-MAY MARCH APRIL 1 8 15 22 29 5 12 19 26 2010 2010 2010 2010 MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH-MAY MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH-MAY MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH APRIL MARCH/APRIL JUNE 7 14 21 JUNE 8 15 22 29 JUNE 8 15 22 29 2009 2009 2009 2009 JUNE 8 15 22 29 JUNE 8 15 22 29 JUNE 8 15 22 29 JUNE JUNE JUNE JUNE 8 15 22 29 JUNE JULY 6 13 20 27 JULY 6 13 20 27 FEBRUARY 1 8 15 22 FEBRUARY 1 8 15 22 3 3 MAY 10 17 24 31 MAY 10 17 24 31 JUNE 7 14 21 JUNE 7 14 21 JULY 6 13 20 27 JULY 6 13 20 27 JULY 6 13 20 27 JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 SEPTEMBER DECEMBER SEPTEMBER NOVEMBER NOVEMBER OCTOBER SEPTEMBER DECEMBER AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 AUGUST/SEPTEMBER SEPTEMBER JANUARY AUGUST AUGUST 12 9 14 AUGUST NOVEMBER DECEMBER OCTOBER/NOVEMBER DECEMBER FEBRUARY 1 8 15 22 FEBRUARY 1 8 15 22 FEBRUARY 1 8 15 22 3 3 3 MAY 10 17 24 31 MAY 10 17 24 31 MAY 10 17 24 31 MAY MAY JUNE 7 14 21 JUNE 7 14 21 JUNE 7 14 21 JUNE JUNE JUNE JUNE 7 14 21 JUNE JULY 6 13 20 27 FEBRUARY MARCH APRIL 1 8 15 22 1 8 15 22 29 5 12 19 26 FERUARY/MARCH FEBUARY APRIL 3 MAY 10 17 24 31 10 JUNE/JULY SUMMER APRIL/MAY MARCH APR TBD MAY JUNE SUMMER MARCH 2009-FEBRUARY 2010 SEP TBD Virginia Tourism Corporation FY09 MARKETING PLAN 35 Advertising Media Plan VIRGINIA TOURISM CORPORATION FY 2009-2010 CONSUMER MEDIA PLAN UPDATED: 07.09.08 LIFESTYLE/GENERAL AD TYPE VTC AD UNIT SECTION MEDIA PARTNER BALTIMORESUN.COM (IN) CO-OP VARIOUS PROMO E-BLASTS CO-OP VARIOUS E-BLAST BLUE RIDGE COUNTRY VTC ONLY FULL PAGE 4C FF, RHR EBRAINS (IN) VTC CO-OP LEADS REGISTRATION GOOD HOUSEKEEPING CO-OP 1/2P, FULL 4C FF, RHR NAT'L PROMO PAGES PROMO PAGE FULL PAGE 4C NAT'L SCOUT (IN) VTC ONLY E-BLAST E-BLAST SOUTHERN LIVING CO-OP HALF PAGE 4C MID ATLANTIC LIVING VIRGINIA LIVING CO-OP, VTC ONLYFULL PAGE 4C FF, RHR, CO-OP WASHINGTON POST MAGAZINE CO-OP FULL PAGE 4C CO-OP WASHINGTONPOST.COM (IN) VTC ONLY VARIOUS VARIOUS E-BLASTS CO-OP VARIOUS E-BLAST VALUE CLICK (IN) CO-OP VARIOUS VARIOUS WORLD NOW (IN) CO-OP VARIOUS HOME/NEWS/TRAV TRAVEL MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AAA WORLD CO-OP HALF PAGE 4C CO-OP BONUS ADS VTC ONLY 1/6P 4C ROP BUDGET TRAVEL CO-OP FULL PAGE 4C GATEFOLD PREMIUM GIRLFRIEND GETAWAYS CO-OP HALF PAGE 4C GIRLFRIEND GETAWA E-BLASTS CO-OP VARIOUS E-BLAST CONCIERGE.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS E-BLASTS LP FAMILY MAG INSERT CO-OP HALF PAGE 4C CO-OP LP SPRING PLANNER NP INSERT CO-OP 2 PAGE VTC CO-OP NY DAILY NEWS SPRING INSERT CO-OP 2 PAGE VTC CO-OP PROMO ADS VTC ONLY 1/16P ROP NY TIMES MAGAZINE- T TRAVEL CO-OP HALF PAGE 4C 50 STATES CROSSWORD PUZZLE VTC ONLY CROSSWORD PUZZLE PATHFINDERS TRAVEL (AA) CO-OP HALF PAGE 4C CO-OP OUTDOOR / RECREATION MEDIA PARTNER AD TYPE VTC AD UNIT SECTION BLUE RIDGE OUTDOORS CO-OP, VTC ONLYFULL PAGE 4C FF, RHR BONUS AD VTC ONLY 1/4P VERT ROP BREATHE CO-OP FULL PAGE 4C FF, RHR HERITAGE / CULTURE MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AMERICAN HERITAGE CO-OP 2PAGE SPREAD 4C VA HISTORICAL GUID AMERICAN LEGACY (AA) CO-OP FULL PAGE 4C CO-OP LP HERITAGE INSERT CO-OP HALF PAGE 4C CO-OP SMITHSONIAN CO-OP HALF PAGE 4C CO-OP EPICUREAN / WINE MEDIA PARTNER AD TYPE VTC AD UNIT SECTION COOKING WITH PAULA DEEN CO-OP, VTC ONLYFULL PAGE 4C KIDS, CO-OP EPICURIOUS.COM/CONDE NET (IN) CO-OP, VTC ONLYVARIOUS HOME/ROS E-BLASTS SAVEUR CO-OP HALF PAGE 4C CO-OP MISC. MEDIA PARTNER AD TYPE VTC AD UNIT SECTION AFRICAN AMERICAN NEWSPAPERS VTC ONLY HALF PAGE 4C TRAVEL, ROP (IN) = INTERNET (AA)= AFRICAN AMERICAN JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY/FEBRUARY JANUARY-MARCH FY 09 $ $17,346.00 $0.00 $0.00 $60,000.00 $70,502.00 $0.00 $3,000.00 $39,220.00 $13,622.00 $29,692.20 $34,410.00 $4,000.00 $33,333.33 $40,166.00 FY 09 $ $21,165.00 $0.00 $21,000.00 $9,300.00 $8,000.00 $26,000.00 $0.00 $73,000.00 $34,510.00 $0.00 $17,729.00 $4,845.00 FY 09 $ $34,865.00 $0.00 $4,000.00 FY 09 $ $0.00 $9,750.00 $21,500.00 $26,473.95 FY 09 $ $93,492.00 concierge $16,000.00 FY 09 $ TBD $766,921.48 FY 10 $ $17,346.00 $0.00 $0.00 $40,000.00 $179,760.00 $0.00 $6,000.00 $80,504.21 $24,816.00 $60,275.20 $68,820.00 $8,000.00 $66,666.66 $80,332.00 FY 10 $ $63,495.00 $0.00 $42,000.00 $9,300.00 $16,000.00 $77,500.00 $0.00 $75,190.00 $35,700.00 $0.00 $35,458.00 $35,458.00 $9,690.00 FY 10 $ $58,024.00 $0.00 $8,000.00 FY 10 $ $17,340.00 $19,500.00 $23,005.00 $73,178.92 FY 10 $ $23,814.00 concierge $35,933.00 FY 10 $ TBD $1,291,105.99 FY 09 MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY 17 MARCH/APRIL MARCH APRIL 8 4 MAY 11 18 2 MAY/ FEBRUARY JANUARY 29 5 12 19 26 2 9 16 23 7 MARCH/APRIL MARCH/APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH/APRIL APRIL MARCH/APRIL 10 7 15 MARCH/APRIL 29 MARCH/APRIL MAY MAY/ 4 MAY 11 18 2 SPRING APRIL/MAY ISSUES 19 17 FEBRUARY JANUARY 29 5 12 19 26 2 9 16 23 JANUARY FEBRUARY JANUARY FEBRUARY JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 MARCH MARCH APRIL 2 9 16 23 30 6 13 20 27 APRIL APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 SPRING MAY 11 18 2 MAY MAY MAY MAY 4 11 18 2 4 JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 JANUARY/FEBRUARY APRIL/MAY ISSUES APRIL APRIL MAY MARCH 2 9 16 23 30 6 13 20 27 4 11 18 2 MARCH/APRIL MAY/ MARCH/APRIL APRIL MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH-MAY JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 4 MAY 11 18 2 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 1 JUNE 8 15 22 29 JULY 6 13 20 27 25 /JUNE /JUNE 25 1 JUNE 8 15 22 29 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY 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 SEPTEMBER-NOVEMBER 15 JULY/AUGUST SEPTEMBER/OCTOBER NOVEMBER/DECEMBER JANUARY/FEBRUARY JANUARY-MARCH OCTOBER OCTOBER 7 SEPTEMBER SEPTEMBER/OCTOBER 13 SEPTEMBER/OCTOBER 8 SEPTEMBER/OCTOBER SEPTEMBER/OCTOBER AUGUST SEPTEMBER OCTOBER NOVEMBER JANUARY FEBRUARY DECEMBER JULY 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 SEPTEMBER/OCTOBER JULY/AUGUST JULY/AUGUST NOVEMBER SEPTEMBER/OCTOBER 8 6 11 FY 10 CY 10 1 MARCH APRIL 8 15 22 29 5 12 19 26 MARCH/APRIL MARCH APRIL 7 MAY MAY 3 MAY 10 17 24 31 MAY/JUNE JUNE 7 14 21 MARCH/APRIL 28 MARCH/APRIL 6 MARCH/APRIL MARCH/APRIL MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH/APRIL APRIL MARCH/APRIL 6 14 MAY/JUNE 3 MAY 10 17 24 31 JUNE 7 14 21 SPRING 9 APRIL/MAY ISSUES 18 16 25 1 JUNE 8 15 22 29 JUNE JUNE JUNE 8 15 22 29 JULY 6 13 20 27 25 1 JULY 6 13 20 27 SEPTEMBER 20 13 SEPTEMBER AUGUST SEPTEMBER OCTOBER DECEMBER JANUARY NOVEMBER 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 DECEMBER SEPTEMBER OCTOBER JANUARY SEPTEMBER OCTOBER DECEMBER JANUARY AUGUST AUGUST OCTOBER NOVEMBER DECEMBER SEPTEMBER JANUARY 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 SEPTEMBER/OCTOBER WINTER SEPTEMBER AUGUST OCTOBER SEPTEMBER NOVEMBER DECEMBER JANUARY 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 SEPTEMBER/OCTOBER SEPTEMBER/OCTOBER 15 13 OCTOBER AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 FEBRUARY 1 8 15 22 MARCH MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH APRIL MARCH APRIL 1 MARCH APRIL 8 15 22 29 5 12 19 26 SPRING FEBRUARY 1 8 15 22 MAY 10 17 24 31 MAY MAY MAY MAY 3 10 17 24 31 3 JUNE 7 14 21 JUNE JUNE JUNE 7 14 21 25 1 /JUNE JUNE 8 15 22 29 JULY 6 13 20 27 FEBRUARY 1 8 15 22 APRIL/MAY ISSUES APRIL MARCH APRIL MAY 1 8 15 22 29 5 12 19 26 3 10 17 24 31 13 APRIL MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH-MAY MARCH/APRIL JUNE 7 14 21 25 1 JUNE 8 15 22 29 JULY 6 13 20 27 FEBRUARY 1 8 15 22 3 MAY 10 17 24 31 JUNE 7 14 21 Virginia Tourism Corporation FY09 MARKETING PLAN 37 Advertising Media Plan VIRGINIA TOURISM CORPORATION FY 2009-2010 GROUP TOUR MEDIA PLAN UPDATED: 07.09.08 GROUP TOUR MEDIA PARTNER GROUP TOUR MAGAZINE GROUP TRAVEL PLANET NTA COURIER STUDENT GROUP TOUR STUDENT YOUTH TRAVELER VIRGINIA EXPLORER JANUARY FEBRUARY 29 5 12 19 26 2 9 16 23 AD TYPE CO-OP CO-OP, VTC ONLY VTC ONLY CO-OP VTC ONLY VTC ONLY VTC AD UNIT HALF PAGE 4C 1/2P 4C, 1/3P 4C HALF PAGE 4C HALF PAGE 4C HALF PAGE 4C FP4C, 1/8P 4C SECTION VA SECTION FF, RHR CO-OP FF, RHR TBD (MA OR SE) FF, RHR BACK COVER FY 09 $ $5,910.00 $3,820.00 $3,751.90 $5,730.00 $2,962.25 $3,803.74 $25,977.89 FY 10 $ $11,820.00 $17,110.00 $3,751.90 $5,730.00 $5,924.50 $7,794.49 $52,130.89 FY 09 MARCH APRIL 2 9 16 23 30 6 13 20 27 MARCH APRIL 4 MAY 11 18 25 MAY MAY MAY 1 J 8 J JANUARY J J VIRGINIA TOURISM CORPORATION FY 2009-2010 MEETINGS & CONVENTIONS MEDIA PLAN UPDATED: 07.09.08 MEETINGS & CONVENTIONS MEDIA PARTNER BLACK MEETINGS & TOURISM CONVENE CONVENTION SOUTH MEETINGS & CONVENTIONS MEETINGS MAILER MEETINGS SOUTH REJUVENATE SMERF MEETINGS JOURNAL SPORTS EVENTS SPORTS TRAVEL VIRTUALMEETINGWORLD.COM WASHINGTON BUSINESS JOURNAL AD TYPE CO-OP, VTC ONLY VTC ONLY CO-OP CO-OP CO-OP CO-OP CO-OP, VTC ONLY CO-OP CO-OP VTC ONLY CO-OP CO-OP VTC AD UNIT SECTION HALF PAGE 4C RHR, EDIT JR PAGE, 1/2P4CPCMA, FF, RHR HALF PAGE 4C VARIOUS FP4C, 1/2P 4C VA DEST GUIDE E-BLAST E-BLAST 1/2P 4C TAB HR, VA CO-OPS 1/2P4C, 1/3P 4C CO-OP, FF, RHR FULL PAGE 4C CO-OP, PG 7 HALF PAGE 4C CO-OP HALF PAGE 4C TEAMS BOOTH SOUTHEAST HALF PAGE 4C CO-OP, RHR FY 09 $ $2,603.00 $5,950.00 $4,783.80 $11,495.70 $4,785.00 $4,165.00 $3,124.00 $6,350.00 $1,967.95 $5,000.00 $3,424.65 $53,649.10 FY 10 $ $5,369.00 $11,483.00 $4,783.80 $22,731.70 $4,785.00 $8,330.00 $6,248.00 $6,350.00 $3,935.90 $3,326.25 $7,044.65 $84,387.30 FY 09 JANUARY FEBRUARY MARCH APRIL 29 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 FEBRUARY/MARCH JANUARY FEBRUARY FEBRUARY 4 8 4 MAY 11 18 25 1 J 8 J MAY APRIL/MAY MARCH APR TBD (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 JUNE JULY 8 15 22 29 6 13 20 27 JUNE JULY JUNE JUNE FY 10 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 SEPTEMBER DECEMBER SEPTEMBER NOVEMBER NOVEMBER OCTOBER SEPTEMBER DECEMBER CY 10 FEBRUARY 1 8 15 22 MARCH APRIL 1 8 15 22 29 5 12 19 26 MARCH APRIL 3 MAY JUNE 10 17 24 31 7 14 21 JUNE MAY JUNE MAY JUNE CY 09 JUNE JULY 8 15 22 29 6 13 20 27 JUNE 10 JUNE/JULY SUMMER FY 10 AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY 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 AUGUST/SEPTEMBER SEPTEMBER JANUARY AUGUST AUGUST 12 9 14 AUGUST NOVEMBER DECEMBER OCTOBER/NOVEMBER DECEMBER CY 10 FEBRUARY MARCH APRIL 1 8 15 22 1 8 15 22 29 5 12 19 26 FERUARY/MARCH FEBUARY APRIL MAY APRIL/MAY MARCH APR TBD 3 MAY JUNE 10 17 24 31 7 14 21 JUNE JUNE SUMMER MARCH 2009-FEBRUARY 2010 SEP 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 organizations, 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 overnight 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, examples 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 development 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 funding 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 brochure 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 marketing 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 periodic 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 guidelines 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 Passionately” 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. Grading 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 computer 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 thoroughly 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 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 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? PERFORMANCE MEASUREMENT • Effectiveness of Program 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 MAXIMUM SCORE: 20 pts. 20 pts. 20 pts. Total: 60 pts. 25 pts. Total 25 pts. 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 Application Cover Sheet and include as the first page of your application. Be sure to indicate program name, funding 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 information 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 following 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 Leverage 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 meaningful 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) 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.) o • 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 anticipated 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 Frequency Placement Date Total Cost VTC Funds Amount Partners Fund Amount Other Program Related Budget Items Specific Item (brochure, design services, Anticipated Completion display production, tradeshow registration, etc.) Date Total Cost VTC Funds Amount Partners Fund 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 correspondence 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 Please attach additional forms for each partner in program Date 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 Please attach additional forms for each partner in program Date 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 commitment? 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 VTC Marketing Staff Marketing Administration: Diane Béchamps Vice President dbechamps@virginia.org 804.545.5542 Kimberly Petersen Special Projects Manager kpetersen@virginia.org 804.545.5540 Advertising: Jovandra Cox Director of Advertising jcox@virginia.org 804.545.5567 Paige Worthington Advertising Assistant pworthington@virginia.org 804.545.5548 Carey Mosser Media Planner/Buyer BCF dmosser@boomyourbrand.com 757.497.4811 Fax: 757.497.3684 Electronic Marketing: Dave Neudeck Director of Electronic Marketing dneudeck@virginia.org 804.545.5554 Mary Bishop Electronic Marketing Manager mbishop@virginia.org 804.545.5556 Tom Kirk Multimedia Specialist tkirk@virginia.org 804.545.5558 Casey Higgins Electronic Marketing Content Specialist chiggins@virginia.org 804.545.5557 Graphics: Cheryl Exley Graphics Manager cexley@virginia.org 804.545.5564 Frances Elliott Graphics Assistant Manager felliott@virginia.org 804.545.5565 Bill Crabtree Graphic Designer wcrabtree@virginia.org 804.545.5566 Public Relations: Tamra Talmadge-Anderson Director of Public Relations ttanderson@virginia.org 804.545.5573 Richard Lewis Public Relations Manager rlewis@virginia.org 804.545.5574 Georg Horvath Public Relations Specialist ghorvath@virginia.org 804.545.5570 Promotions: Julia Scott Promotions Manager jscott@virginia.org 804.545.5575 Domestic Sales and Marketing: Carol Torricelli, CMP Director of Sales ctorricelli@virginia.org 804.5455543 Joni Johnson, CTP, TMP National Sales Manager 804.545.5544 Robin Mamunes Senior Marketing Assistant rmamunes@virginia.org 804.545.5545 International Marketing: Heidi Johannesen Director of International Marketing hjohannesen@virginia.org 202.872.0554 Fax: 703.536.1186 Matt Gaffney President and CEO Capital Region USA mgaffney@capitalregionusa.org 302.226.0422 Publications: Judy Watkins Publications Manager jwatkins@virginia.org 804.545.5563 Virginia Tourism Corporation FY09 MARKETING PLAN 55 Consumer Services & Fulfillment Staff: Staff Valerie Guffy Consumer & Revenue Programs Manager vguffy@virginia.org 804-545-5588 Sandra Hicks Welcome Centers Operations Manager shicks@virginia.org 804-545-5583 Jane Govoruhk Revenue Program Coordinator jgovoruhk@virginia.org 804-545-5520 Polly Bozorth Administrative Assistant pbozorth@virginia.org 804-545-5580 Darryl Neville Distribution Center Supervisor dneville@virginia.org 804-545-5592 Michael Banks Distribution Center Assistant mbanks@virginia.org 804-545-5592 Administration and Finance Staff: Staff Alisa Bailey President and CEO abailey@virginia.org 804-545-5510 Roy Knox Vice President of Administration and Revenue rknox@virginia.org 804-545-5522 Winston Evans Executive Assistant wevans@virginia.org 804-545-5510 Terry S. Minor, VCO Contracts and Procurement Officer tminor@virginia.org 804-545-5523 Tia Chongasing Procurement/Accounts Receivable Specialist tchongasing@virginia.org 804-545-5524 Virginia Tourism Corporation FY09 MARKETING PLAN Advertising Agency of Record: BCF 240 Business Park Drive Virginia Beach, VA 23462 757.497.4811 Fax: 757.497.3684 Boomyourbrand.com Art Webb President and CEO Jacinthe Pare Account Group Director/Partner Keith Ireland Creative Director/Partner Glenn Dano Account Executive Tyson Misleh Assistant Account Executive Laura Walker Director of Creative Services Ginny Petty Senior Copy Writer Joe Schnellmann Senior Art Director Kevin McCarthy Production Coordinator/Copy Writer Katherine Kivlighan Contact Strategist Supervisor Carey Mosser Senior Contact Strategist John Runberg Director of Digital Development Sonji Morgan Project Manager Jessica Kraft PR Director Mary Douglas PR Account Executive Maria Sabale PR Account Executive Tourism Education and Development Staff: Staff Chris Canfield Vice President of Tourism Education and Development ccanfield@virginia.org 804.545.5562 Steve Galyean Director of Tourism Development sgalyean@virginia.org 804.545.5517 Bobbie Walker Director of Tourism Education & Workforce Readiness bwalker@virginia.org 804.545.5582 Wirt Confroy Director of Partnerships wconfroy@virginia.org 804.545.5552 Kitty Barker Tourism Development Specialist - Southwest Virginia kbarker@virginia.org 276.466.2932 Sandra Tanner Tourism Development Specialist - Southside Virginia stanner@virginia.org 434.757.7438 Randy Rose Tourism Development Specialist - Southwest Virginia rrose@virginia.org 276.322.2044 Hollis Sullivan Tourism Education & Development Assistant hsullivan@virginia.org 804.545.5546 Angela Wiggins Partnerships Coordinator awiggins@virginia.org 804.545.5553 Wanda Walton Tourism Education Manager wwalton@virginia.org 804.545.5538 56 Virginia Tourism Corporation FY09 MARKETING PLAN Virginia Film Office Staff: Staff Rita D. McClenny Vice President of Operations and Film 804.545.5530 Becky Beckstoffer Marketing Manager 804.545.5533 Mary Nelson Communications Manager 804.545.5535 Andy Edmunds Location Manager 804.545.5534 Kathryn Stephens Industry Relations Manager 804.545.5536 Mary Kathryn Severin Staff Assistant 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 VTC Executive Staff: Alisa Bailey President and CEO 804.545.5510 abailey@virginia.org Roy Knox Vice President of Administration and Revenue 804.545.5522 rknox@virginia.org Diane Béchamps Vice President of Marketing 804.545.5542 dbechamps@virginia.org Chris Canfield Vice President of Tourism Education and Development 804.545.5562 ccanfield@virginia.org Rita D. McClenny Vice President of Operations and Film 804.545.5530 rmcclenny@virginia.org Virginia Tourism Corporation FY09 MARKETING PLAN 57 VTC Board of Directors: Cal Simmons Chairman Five Star Alliance One Wales Alley, Suite 300 Alexandria, VA 22314 Tel: 703.549.4404 cal@calsimmons.com The Honorable L. Preston Bryant, Jr. Secretary of Natural Resources 1111 East Broad Street Richmond, Virginia 23219 Tel: 804.786.0044 Fax: 804.371.8333 preston.bryant@ governor.virginia.gov The Honorable Patrick Gottschalk Secretary of Commerce and Trade 1111 East Broad Street, Suite 4014 Richmond, Virginia 23219 P.O. Box 1475 (ZIP 23218) Tel: 804.786.7831 Fax: 804.371.0250 patrick.gottschalk@ governor.virginia.gov Chris Hairston Assistant VP of Business Development Consolidated Bank and Trust P.O. Box 26823 First & Marshall Streets Richmond, VA 23219 Tel: 804.771.5212 chairston@consolidatedbank.com William Shawn Hash 1701 Glade Road Blacksburg, VA 24060 Tel: 540.731.5202 tangentoutfitters@yahoo.com Jon C. King President and CEO Exclusive Staffing Companies 411 E. Franklin Street, Suite 501 Richmond, VA 23219 Tel: 804.644.5400 Fax: 804.643.5144 jon@exclusivestaffing.com Donna Mason Waterside Motor Inn Post Office Box 347 Chincoteague Island, VA 23336 Tel: 757.336.3434 Fax: 757.336.1878 donna@watersidemotorinn.com Bob McConnell 1144 Sorrel Creek Lane Gate City, Virginia 24251 Tel: 276.452.4520 Fax: 276.452.4262 roberte@mounet.com Susan K. Payne President, Payne, Ross & Associates 206 East Jefferson Street Charlottesville, Virginia 22902 Tel: 434.977.7607 Fax: 434.977.7610 susan@payneross.com Michael C. Quinn President and Executive Director The Montpelier Foundation P.O. Box 911 Orange VA 22960 Tel: 540.672.2728 mquinn@montpelier.org James B. Ricketts Director, Virginia Beach Convention and Visitors Bureau 2101 Parks Avenue, Suite 500 Virginia Beach, VA 23451 Tel: 757.437.6469 Tel: 800.700.7702 Fax: 757.437.4747 jrickett@vbgov.com Phyllis Terrell Director of Strategic Alliances and Business Development The Colonial Williamsburg Foundation P. O. Box 1776 Williamsburg, VA 23187-1776 Tel: 757.220.7649 Fax: 757.220.7207 pterrell@cwf.org Tareq Salahi Chairman, Virginia Wine Travel and Tourism and Oasis Winery Joint Operations Center 14141 Hume Road Hume, VA. 22639 Tel: 540.622.2505 Virginia Tourism Corporation FY09 MARKETING PLAN 58 Impact of Travel on Virginia, Preliminary 2007 and 2006 (For Tourism Week) 2006 Expenditures ($ millions) $2,523.6 3,688.1 3,594.2 4,868.6 1,322.0 1,667.5 $17,664.1 2006 Payroll ($ millions) 1,020.3 216.2 822.9 1,129.6 619.9 314.9 138.9 $4,262.7 2006 Employment (Thousands) 23.0 8.5 42.0 78.5 38.0 14.9 3.3 208.2 2006 Tax Revenue ($ millions) 2007p Expenditures ($ millions) $2,662.9 3,977.4 3,799.9 5,110.2 1,392.6 1,748.4 $18,691.4 2007p Payroll ($ millions) 968.0 223.8 864.7 1,158.7 635.4 323.3 142.4 $4,316.2 2007p Employment (Thousands) 23.2 8.7 42.0 79.6 38.6 15.0 3.2 210.3 2007p Tax Revenue ($ millions) 2007/06 Percent Change 5.5 percent 7.8 percent 5.7 percent 5.0 percent 5.3 percent 4.9 percent 5.8 percent 2007/06 Percent Change -5.1 percent 3.5 percent 5.1 percent 2.6 percent 2.5 percent 2.7 percent 2.5 percent 1.3 percent 2007/06 Percent Change 1.0 percent 1.8 percent 0.1 percent 1.4 percent 1.5 percent 0.3 percent -2.4 percent 1.0 percent 2007/06 Percent Change Expenditures Public Transportation Auto Transportation Lodging Foodservice Entertainment & Recreation General Retail Trade Total Payroll Public Transportation Auto Transportation Lodging Foodservice Entertainment & Recreation General Retail Trade Travel Planning Total Employment Public Transportation Auto Transportation Lodging Foodservice Entertainment & Recreation General Retail Trade Travel Planning Total Tax Collection Virginia Tourism Corporation FY09 MARKETING PLAN 59 60 Virginia Tourism Corporation FY09 MARKETING PLAN