Fall Interactive Campaign Comprised of 5 major elements Social Media Components (Paid promoted posts on FB) Placement on TripAdvisor.com Traditional re-targeting Search re-targeting Email distribution
Lancaster County Christmas Message: Make a visit to Lancaster County a holiday tradition Call to Action: Visit LancasterCountyChristmas.com for more information.
Holiday Traditional Media Components Target Markets & Media: Philadelphia DMA (TV & radio) Combined Reach/Frequency: – 75.6%/6 Harrisburg DMA (TV only) Reach/Frequency: TV – 83.2%/5 Flight Dates Weeks of 11/19, 11/26, 12/3, and 12/10 B101 Trivia game “Lancaster County Christmas” On air and on B101’s website Targeted post on Facebook to B101 listener area
Holiday PR & SM Components Public Relations: Lancaster County Christmas-based wish list of holiday ideas Targeted pitching & press tweets Social Media: Blog Series – 25 days of Lancaster County Holiday Traditions Promoted Facebook posts
Holiday Interactive Components Increase of SEM spend Lancaster County Christmas landing page Re-targeting buy Themed TravelGuides
Simply Lancaster County What we envision Treasure A Simple Sunrise Ann Arbor Seasonal Initiatives Spring – Interactive Campaign Summer – Traditional Media and Interactive Fall – Interactive Campaign Holiday – Traditional Media and Interactive
2013 Budget Overview Revenue2013 Budget2012 Projected Tax Revenue $1,485,000$1,575,000 Advertising $843,000$807,000 Member Investment $643,000$633,000 Other Revenue $144,000$157,000 Total Revenue $3,115,000$3,172,000 Note: 2012 Received one month of Hotel Tax Revenue
Trade Shows by Market 20132012 Tour & Travel1615 Religious/Assn.7 or 87 Sports2 or 31
Marketing & Budget Summary Leisure media spend of $1.6 million will be comprised of new TV spots, interactive campaign, and possibly radio, print, and outdoor. $1.6 million will be spent entirely on the “destination” message. Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events. Trade show and sales mission schedule will remain robust. While the declining fund balance is a concern, the CVB will continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.