Massachusetts Office of Travel & Tourism Massachusetts Film Office Massachusetts Sports Marketing Betsy Wall, Executive Director

THANK YOU TO OUR SPONSORS Marketplace Sponsors AAA Albany Times Union At-Hand Apps, LLC Boston Chocolate Tours Boston Globe Media Boston Herald/Bostonherald.com Broadway in Boston Faneuil Hall Marketplace & Assembly Row Group Tour Media Madden Media Meredith Travel Marketing Nittany Valley Offset Steaming Tender Restaurant Travelocity TripAdvisor Yankee Publishing Inc Conference Sponsors

WHY DOES TOURISM MATTER? ECONOMIC IMPACT OF TRAVEL IN MA (CY 2011) DomesticInternational TOTAL Travel expenditures $14.6 Billion $2.3 Billion $16.9 Billion (Up 8.9%) Jobs 106,800 17, ,700 (up 2.4%) State and Local Taxes $921 Million $138 Million$1.1 Billion (up 9.7%) DOMESTICINT’LTOTAL Number of Visitors 19.2M2.1 M21.3 M Source: USTA,2010

Top Origin Markets- CY2011 Domestic Volume Boston media market6,300,000 New York 1,800,000 New Hampshire 1,600,000 Connecticut1,600,000 Rhode Island 800,000 Visitor Profile 33% originate in MA 76% arrive by car 28% travel to visit family/friends InternationalVolume Canada700,000 United Kingdom222,000 Germany120,000 France69,000 Japan 49,000 Emerging Markets: China139,000 Brazil54,000 India50,000 Massachusetts ranks 6 th in US

Geo Heat Map Travel Trends for FY’13

Domestic Audience Age Range Representation Audience is getting younger MA% Universe %

MOTT’S PORTFOLIO

FOCUS ON INTERNATIONAL INTERNATIONAL MARKETING PROGRAM CANADA- launch a major consumer and trade initiative - TV, print & digital advertising UK - launch significant partnerships and promotions JAPAN - support & strengthen the new Japan Airlines flight CHINA, INDIA, BRAZIL - invest in emerging markets

BRAND USA & MASSACHUSETTS  BRAND USA – first-ever international marketing campaign.  Massachusetts international programs will be aligned:  Visit Florida, Orlando, Las Vegas & California  International arrivals to the U.S. potential growth  36% from 59.7 million arrivals in 2010 to 81 million arrivals by 2016  generating an additional $88 billion in revenue and supporting 629,000 jobs in the U.S.

Growth in Visits to U.S. from 2007 to 2011

MASSACHUSETTS FILM OFFICE feature films, 1 TV pilot, 1 TV Movie of the Week Present 24 major feature films and 4 TV pilots. R.I.P.D. (NBC /Universal) spend - $108m in Massachusetts 950 local crew and 3,300 extras. Labor Day (Paramount Pictures and Indian Paintbrush) spend - $34.4m local crew New England Studios - first stage of a state-of-the-art television

MASS SPORTS OFFICE Confirmed Events  2013 AT&T American Cup March 2 - Worcester  2013 World Synchronized Team Skating Champs April 2-6 Boston  2014 US Figure Skating Championships January 5-12 Boston  MA Olympians reception – Late September.  Greater Springfield – Sports Commission Shannah McArdle – Director

Content Marketing Strategy content marketing : communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more informed. As brands increase their social footprint, they take advantage of users who are motivated to share branded content with their social circles thus igniting a “momentum effect.”

Fresh, relevant & timely content across all channels CHANNELS - Aggressively acquire new prospects across all channels, but with a priority of Facebook, Twitter & Mobile Phone (for Text program) ASK A LOCAL - incent/acquire more locals-generated tips and launch an Android version of the app (late 2012) MILLENIALS – focus on younger generation - expand video content Goals for FY’13

UPCOMING TOURISM EVENTS TOURISM U Friday, September 21: Clark Art Institute, Williamstown (in the café) 10:00am: International (90 min) 12:00pm: Research (60 min) 1:00pm: End Monday, September 24: * Co-sponsored by Senate President Therese Murray Radisson Hotel Plymouth Harbor 9:00am: International (90 min) 11:00am: Research (60 min) 12:00pm: End RSVP to: