Presentation on theme: "Please delete this slide prior to your presentation."— Presentation transcript:
1 Please delete this slide prior to your presentation. This presentation was created on a blank, basic PowerPoint template to allow you the ability to add graphics and branding (logos) for your station(s).You will also note that throughout, we indicate (insert advertiser here) or identify an advertiser as “Advertiser X” – please replace those with the name of the advertiser you are pitching.In addition, we refer to your station(s) as “Radio Station” – please fill in your call letters or station ID.Please delete this slide prior to your presentation. Need assistance? View in slide show mode and click on the ask rab logo.
2 Leveraging Radio and (insert station name) for (Tourism Advertiser) Presented by:Insert your name and titleLeveraging Radio and (insert station name) for (Tourism Advertiser)(Insert date of meeting)INSERT RADIO STATION LOGO(S)
3 Agenda Radio Insight based ideas for “insert advertiser” Reach RelevanceResultsInsight based ideas for “insert advertiser”
4 Radio reaches 92% of all U.S. consumers every week… Weekly ReachRadio reaches 92% of all U.S. consumers every week…241,463,000Listeners continue to turn to radio for news, information and entertainment, despite an ever-increasing selection of media options.Source: December RADAR® 115 National Radio Listening Report (Persons 12+ Monday-Sunday 24-Hour Weekly Cume)
6 Radio Dominates the Day Next DaySource: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+
7 Radio Dominates the Day Next DaySource: GfK MediaDay 2012 (Fieldwork 11-12/Doublebase Respondents) weighted to population (000) Base: A18+
8 Radio is Relevant86%90%87%Adults 18+ who took 3 or more Domestic U.S. vacation trips in the past year.African-American Adults 18+ whose household used a travel agent in the past yearAdults 18+ who were engaged in general sightseeing on vacation in the past year.93%Hispanic Adults 18+ whose household used a travel agent in the past yearSource: : Gfk MRI, - Mediamark Research, Inc Doublebase; Scarborough USA Release 2 (12 months only)
9 Radio is RelevantAccording to an American Express Travel Survey, results show that personal interests are key drivers in vacation decisions:87% of travelers indicate that personal interests drive the majority of their vacation plans.Radio reach is strong across passions, reaching…..90% of adults who hunted on vacation in the past year.88% of adults who rode a bicycle on vacation in the past year.88% of adults who visited a spa/retreat on vacation in the past year.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
10 Radio is Relevant Radio reach is strong across passions, reaching….. 88% of adults who visited a beach on vacation in the past year.88% of adults who played golf on vacation in the past year.87% of adults who went fishing on vacation in the past year.87% of adults who visited a National Park on vacation in the past year.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
11 Radio is Relevant Radio reach is strong across passions, reaching….. 86% of adults who dined at fine dining restaurants on vacation in the past year.86% of adults who hiked/backpacked on vacation in the past year.86% of adults who shopped on vacation in the past year.85% of adults who went skiing on vacation in the past year.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
12 Radio is RelevantAdults 18+ who took 3+ Domestic, U.S. vacation trips in the past year:Daypart listening trends:57% listen to the radio during morning drive, weekdays 6A-10A.40% listen during the day 10A-3P weekdays.Almost 50% tune-in during the afternoon commute, weekdays 3P-7P .43% listen during the day on the weekends.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
13 Radio is RelevantAdults 18+ who took 3+ Domestic, U.S. vacation trips in the past year:66% most often listen to the radio in their car.14% listen to radio at home and 12% listen at work.Over 80% are regular FM radio listeners.Over 22% are regular AM radio listeners.20% have listened to radio online in the last 30 days.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
14 Radio is RelevantAdults 18+ who took 3+ Domestic, U.S. vacation trips in the past year:54% think advertising on the radio provides them with meaningful information about the product use of other consumers.36% agree that advertising on the radio provides them with useful information about new products and services.36% agree that radio provides them with useful information about bargains.Source: Gfk MRI, - Mediamark Research, Inc Doublebase
15 Radio Works for Tourism “Every dollar we invest in attracting tourists is a dollar that comes back to us five-fold…”Virginia Governor, Bob McDonnellSource: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return.
16 Radio Works for Tourism Background:Michigan’s economic struggles have been well-documented in the National media. Yet, amid all the negative economic news, one Michigan industry continued and continues to thrive: travel & tourism.In 2006, Michigan launched a regional campaign called “Pure Michigan”. The success of the program at attracting travelers from the Midwest led state leaders to take the campaign national. They have increased budgets year over year since that time.Source: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return.
17 Radio Works for Tourism Objectives:Motivate trips to Michigan from out-of-state.Inspire and uplift the people who call Michigan home.Source: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return.
18 Radio Works for Tourism 2012 & 2013 Solution: Pure Michigan Winter CampaignMulti-media campaign, including significant radio, that celebrates and demonstrates the diversity, beauty and adventure Michigan has to offer visitors during the winter monthsSource: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return.
19 Radio Works for Tourism 2013 Radio: Pure Michigan Winter CampaignRadio spots “Snow Day” and “Snow” air in the regional markets of Chicago, Indianapolis, Cincinnati, Cleveland, Columbus and Milwaukee.Additionally, the radio ads air in Southern Ontario and a digital campaign is targeted toward a new market, Minneapolis.Click on this link to hear the current Radio ads for Pure Michigan.Source: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return.
20 Radio Works for Tourism In 2013, new partners are participating in the winter campaign through the Travel Michigan Ad Partnership Program. The result: this campaign is the largest winter campaign for Pure Michigan to date.Total ad budget: $2.2MMPartners include: Michigan Snowsports Industries Association (a returning partner), the cities of Cadillac, Detroit, Gaylord, Mt. Bohemia, Mt. Pleasant, Muskegon, Ski Michigan and the Wilds of Michigan.Source: RBR by Carl Marcucci on Nov,
21 Radio Works for Tourism Results: Radio contributes to the overall Pure Michigan successThe impact on the state of Michigan’s economy has been significant with Pure Michigan identified as one of the most successful travel promotion campaigns in history.More than 3.2MM additional visitors$1B in new revenue$622MM increase in visitor spendingAn immediate infusion of $43.5 million in tax revenues10K additional jobsAn ROI of $5.56 for every $1 spentSource: U.S. Travel Association, The Power of Travel Promotion Local Investment .Local Return. July, 2011 study by Bill Siegel, PhD
22 Radio Works for Specialty Tours Objective:To promote Summer train tours to families in the Denver, Colorado market.
23 Radio Works for Specialty Tours Solution: Train Tour with Kelly FordKYGO in Denver, Colorado, created an eight week campaign that ran during the months of July and August.Listeners were offered the chance to win a VIP Train Tour experience for a Family of Four as promoted by KYGO on-air personality Kelly Ford.
24 Radio Works for Specialty Tours Solution:Train Tour with Kelly FordOn-air commercials advertised Leadville Colorado & Southern Railroad tours and drove listeners to a Custom built Feature Page on the station’s website.
25 Radio Works for Specialty Tours Solution: Train Tour with Kelly FordThe Feature Page included:Video promoting the tours hosted by a popular on-air personality.Pictures and information about the different tour options like a photography tour, night time tour, etc.Visitors could register to win the VIP experience, a day trip and download a coupon.
26 Radio Works for Specialty Tours Results:The client saw a large influx of business and traffic to their website during and after the campaign.Advertiser reported a double digit growth in sales over the previous year.
27 Radio Works for Specialty Tours Results:Customers reported watching the videos with the radio personality upon purchasing tickets from Southern Railroad.The client devotes 100% of their advertising budget to KYGO as a result of the successes they achieved.
28 Leveraging Radio for insert Tourism Advertiser Insight Based Ideas
29 Time Away Improves Time on the Job Insight #1Time Away Improves Time on the JobStudies show that employees who take vacations experience less work-related stress, burnout and exhaustion and miss work less often.Source: Travel Effect campaign. US Travel Association.
30 Idea: “Radio Station On Vacation” In an effort to highlight the very best of a vacation destination, the Radio Station will take the entire “family” on vacation to Advertiser X where they will broadcast live from various venues, blog and post pictures of the experiences and capture the entire program via an everlasting travelogue.
31 Radio Station On Vacation How it works:Advertiser X outlines an itinerary for the Radio Station’s vacation to their destination.3-4 weeks prior to the vacation, Radio Station announces on-air that the entire station team is going on the road to Advertiser X for one week.
32 Radio Station On Vacation How it works:On-air announcement spots will air as short form pre-recorded promotional spots, running across all day parts.In addition, DJ’s will chat and banter about how excited they are for the vacation and discuss some of the tourist spots they are most interested in seeing.All radio spots (DJ and pre-recorded) direct listeners to the station’s website to follow their journey and enter to win a chance to travel along with them for a day.
33 Radio Station On Vacation How it works:Before the station hits the road, they will create a “Radio Station on Vacation” feature page on the station’s website to include:Video promoting the Advertiser X destination hosted by one or more of the station’s personalities.A map outlining the station’s itinerary.A packing list for each of the station employees that are joining the vacation, e.g. “Check out what’s inside DJ ‘insert name’s’ Suitcase”.Opportunity to register to win a free day trip to join the “Radio Station on Vacation”.
34 Radio Station On Vacation How it works:After the first week of on-air and online promotion, station will pull a winner for each day of the vacation (total of 5-7 winners depending on the number of days the “Radio Station is on Vacation”).Winners will be announced via a special on-air event that is pre-promoted.Station will call each winner and record the conversation for the on-air event which will sound like a “live” phone call that will capture and convey the winner’s surprise and delight.
35 Radio Station On Vacation How it works:Radio Station on-air spots for the week prior to the Advertiser X vacation are short form promo spots, for example:“Don’t forget to tune in next week! We’ll be broadcasting live from Advertiser X all week”DJ endorsements/banter will focus on: last minute packing, sights and sounds that they’re looking forward to experiencing, listener calls and text-ins with restaurant recommendations, etc.
36 Radio Station On Vacation How it works:Each day of the Advertiser X vacation, the station will:Skin the Advertiser X feature page with that day’s itinerary.Skin the streaming player with “Broadcasting live from Radio Station on Vacation with Advertiser X”.Indicate where the station is on the feature button located above the fold on the radio station’s website.Broadcast live from each individual venue pointing out the highlights and directing listeners to visit the station website for photos, videos and talent blogs.
37 Radio Station On Vacation On-air broadcasts will include:Interviews with “locals” and tour guides at each Advertiser X venue to provide a little bit of “expert” background on the venue. For example:Visit to a historical monument includes an interview with someone from the local historical society or a librarian.Dining at a locally “famous”, off-beat restaurant includes an interview with the chef who provides the “secret sauce” recipe.Spend a day on the beach or in the mountains including interviews with lifeguards or rangers.
38 Radio Station On Vacation How it works:Video interviews and additional information will appear on the feature page of the station’s website.Throughout each day, Radio Station talent will post video, photos and comments to their Facebook fan pages and tweet updates to their Twitter followers.Photos/Videos may include the fans that won a day with the Radio Station on Vacation.At the end of each day, the DJ’s that have “blogs” will discuss their experiences from the day on their blog which will also be posted on the station website.
39 Radio Station On Vacation How it works:When the station returns from vacation, they will do 1-3 days of recap on-air while continuing to direct listeners to the feature page on the station’s website to catch and relive the excitement.Each spot and endorsement for Advertiser X will remind listeners how easy it is to book their own vacation with Advertiser X and offer coupons/discounts for various attractions.
40 Insight #2The BEST GiftWhen adults were asked to choose on level of importance between a ‘big gift’ or the ‘gift of travel’, adults chose travel 4 to 1.79% of travelers would take a spontaneous summer trip if they found a great deal.Source: Travel Effect campaign. US Travel Association. TripAdvisor Survey.
41 Surprise Vacation!Every Monday for 6 weeks, the Radio Station’s morning show will select a listener to receive a 3-day Surprise Vacation! to Advertiser X that begins that Friday.
42 Surprise Vacation! How it works: Radio Station pre-promotes the “Surprise Vacation!” feature for one full week prior to starting the program inside the station’s morning show.A member from the morning show team records a :30 promotional spot that runs each day at the top of the hour for one week.“Hi it’s [insert DJ name]. For the next 6 weeks, we’re going to be surprising one lucky listener each Monday with a long-weekend getaway for 2 to Advertiser X. Seriously – no strings attached -- okay, maybe one -- they find out on Monday and have to leave that Friday! Do you have someone you think deserves a surprise getaway? Let us know… log on to stationmorningshow.com, fill out the short questionnaire and tune in every Monday for the next 6 weeks. You never know….”
43 Surprise Vacation! How it works: Radio Station creates a Surprise Vacation! contest page on their website with a brief form for listeners to complete to nominate someone in their life that is deserving of a long weekend to Advertiser X.Nominations will remain open throughout the course of the campaign as winners will be selected on the Friday prior to the Monday announcement.Every Monday for 6 weeks, stations will surprise the recipient of that week’s vacation and let them know who nominated them and why.
44 Surprise Vacation! How it works: The call will capture the recipient’s excitement and the station will present them with their itinerary and all the fabulous things they will get to do and see on their Advertiser X long weekend.Recipients will be asked to document their vacation in pictures and video and share a photo/video diary with the station which will be posted in a Surprise Vacation! photo gallery on the station’s website.
45 Surprise Vacation! How it works: As an overlay to the program, Radio Station can host an Advertiser X contest event to give away a grand prize of a 1 week vacation for 4 to a Surprise Advertiser X Destination.To be eligible for the prize, listeners will have to participate in a relay race event where qualified contestants will need to:Quickly pack clothes.Take the luggage to a checkpoint.Pick it up from the next checkpoint.Change to ‘play’ clothes.Jump in the sandbox and build a castle.Run and jump into a kiddie pool to wash off the sand.Whoever gets to the kiddie pool first is the winner.
46 Surprise Vacation! How it works: Radio station will promote the relay race event via on-air promotional spots and invite listeners to register for the race on the Surprise Vacation! contest page.All pre-registered listeners will be qualified to participate in the relay race.Radio Station will broadcast live via remote from the relay race and will arrange for local vendors to be on-site with food tents.2nd and 3rd place prizes will be awarded and Advertiser X gift bags will be distributed to all contestants.
47 Travel Research & Inspiration is Key Insight #3Travel Research & Inspiration is Key64% of travelers most often refer to travel research for travel inspiration.40% of travelers use social channels for travel inspiration and 42% for travel planning.76% of travelers share their travel experiences via social networks.Sources: Trip Advisor Surveys
48 Idea: Destination Travel Station will create a new :60-:90 daily feature called “Destination Travel” sponsored exclusively by Advertiser X. (alternatively, segment could be called “Destination Advertiser X”).“Destination Travel” (or Destination Advertiser X) will provide listeners with fresh content daily covering a myriad of travel tips for couples, families and singles. Covering topics of interest relative to travel trends, deals, information, news and special events, Advertiser X will stay in the forefront of listeners’ minds as they are inspired to book their vacation.
49 Destination Travel How it works: Each of the Advertiser X Destination Travel :60-:90 vignettes will run in a fixed position spot during AM and PM drive, adjacent to news or relevant programming features.Vignettes can be themed by a variety of travel related topics (as relevant to Advertiser X).
50 Destination Travel Themes include: Destination Travel’s daily dish – highlighting everything related to dining in Advertiser X:Cheap eats.Best beach BBQs.Local favorite restaurants.Foods that are endemic to the region.
51 Destination Travel Themes include: Destination Travel Events Descriptions of upcoming signature events (e.g. state fairs, museum exhibits, theatre performances, etc.).Destination Travel listener favoritesPoll results identifying listeners’ favorite destinations/day trips in Advertiser X.Destination Travel Top 10Top 10 attractions in Advertiser X.Top 10 travel trends in Advertiser X.Top 10 signs of the city.
52 Destination Travel Themes include: Destination Travel Advice: Travelling with children.Packing.Finding the best hotels.When to make it a day trip vs. overnight.Travel 911 (How to protect yourself and where to find help when you are on the road).
53 Destination Travel How it works: All vignettes include a call to action to visit the station’s website/Advertiser X where listeners will find:Podcasts from all of the vignettes.Videos of talent and other “celebrities” visiting Advertiser X (e.g. A day in the life of “talent” at Advertiser X).Information to book your destination.Photo galleries, event listings and directories for Advertiser X local resources .A link to Advertiser X website.Daily or weekly poll asking listeners their favorite Advertiser X destinations.
54 Insight #4 Staycationing Staycation is defined as an overnight leisure trip within 50 miles of home as an alternative to traveling a greater distance.The staycation phenomenon is occurring and research has determined that it is a long-term trend that most likely will continue well into the future with increasing importance among a younger demographic.The following are % by age groups who took at least one “staycation” in the past year:Ages 18-30, 37%Ages 31-44, 31%Ages 45-63, 21%Ages 64+, 15%Sources: Randy White, CEO White Hutchinson Leisure & Learning Group, 2011; Y Partnership
55 Rediscover (Insert Market) Advertiser X and Radio Station partner to help residents of (insert market) rediscover all the beauty, relaxation, entertainment and history that (insert market) has to offer.Whether it be a day at the beach, a day trip to a historic monument or museum, a camping trip to a national park or just a plain, “fun-filled”, day of exploration, Advertiser X and Radio Station will make this year’s “staycation” well worth the decision.
56 Rediscover (Insert Market) How it works:Through a powerful personality endorsement campaign, station talent will invite listeners to Rediscover everything Advertiser X has to offer right here in (Insert Market.)The mantra for the station and Advertiser X throughout the Rediscover (Insert Market) campaign will be:“Why go elsewhere, folks, when we have so much right here!”
57 Rediscover (Insert Market) How it works:Personality endorsements will feature talent from each day part discussing great ideas of things to do to Rediscover (Insert Market)Personalities that have families will speak to family friendly day trips and activities.Pet owner talent can discuss local venues that allow pets – great places for a pet play date (e.g. dog runs, beaches), etc.Recently married DJs may talk about the areas most romantic spots and restaurants before introducing a play set of the most romantic music of (Insert Market).All personalities can speak to some of the fabulous, cultural and historical finds by Rediscovering (Insert Market).
58 Rediscover (Insert Market) How it works:All endorsement spots will conclude with: “Why go elsewhere, folks, when we have so much right here!” Visit the station website/rediscover for more information.Station will create a feature page for the Rediscover (Insert Market) that includes more information on all station talent recommendations with links to relevant websites.Potential partnership with destinations and attractions highlighted on-air and online for special “Rediscover (Insert Market)” radio offers and discounted admission.
59 Rediscover (Insert Market) How it works:As an extension to the program, Radio Station can create an interactive Rediscover (Insert Market) scavenger hunt event.Scavenger hunt can include a series of prizes that every resident of (insert market) dreams for, e.g.:Beach or winter house season rental.Season tickets to the professional or farm MLB or NFL team.Season tickets to a popular concert series.Season pass to an amusement park or ski resort.Membership to a cultural establishment or golf club.
60 Rediscover (Insert Market) How it works:Over 200 challenges will be posted to the station’s website on the Rediscover (Insert Market) feature page.Examples of hunt challenges include:Most creative picture of yourself on top of a famous building or landmark.Have your picture taken with the maître d’ from a 5 star restaurant.Buy a postcard from a local attraction.Get a token/ticket for a ride on a bus, train or walking tour.Take a picture of a historical fact engraved on a statue or plaque.Find your state bird, flower or motto and take a photo.
61 Rediscover (Insert Market) How it works:Each listener who participates in the scavenger hunt is required to fulfill a total of challenges with creativity over a 4 week period in order to be eligible to win the prize.The station will promote the hunt on-air and provide hints, clues and ideas for meeting each challenge.Listeners will enter by uploading their images to the station’s website or ing them to a “rediscover (insert market)” address.Entries will receive a bounce back message alerting the listener that their entry has been received along with a special offer from Advertiser X.
62 Rediscover (Insert Market) How it works:All eligible entries for each of the prizes will be judged and scored by a jury of Radio Station and Advertiser X judges and winners will be announced live on-air.1st Place prizes will include vacation packages from Advertiser X.Qualifiers will receive Advertiser X coupons and Radio Station prizes.
63 Next Steps Gain feedback on ideas. Station to revise based on feedback and propose schedules and costs.Plan activation timeline including commercial creative and station produced spots (if required).Discuss how campaign success will be measured.Launch campaign.