massachusetts office of travel & tourism massachusetts film office massachusetts sports...
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Massachusetts Office of Travel & Tourism
Massachusetts Film OfficeMassachusetts Sports
MarketingBetsy Wall, Executive Director
THANK YOU TO OUR SPONSORS
Marketplace Sponsors
AAAAlbany Times UnionAt-Hand Apps, LLCBoston Chocolate ToursBoston Globe MediaBoston Herald/Bostonherald.comBroadway in BostonFaneuil Hall Marketplace & Assembly RowGroup Tour MediaMadden MediaMeredith Travel MarketingNittany Valley OffsetSteaming Tender RestaurantTravelocityTripAdvisorYankee Publishing Inc.
2012 Conference Sponsors
WHY DOES TOURISM MATTER?
ECONOMIC IMPACT OF TRAVEL IN MA (CY 2011)
Domestic International
TOTAL
Travel expenditures
$14.6 Billion $2.3 Billion $16.9 Billion (Up 8.9%)
Jobs 106,800 17,900 124,700 (up 2.4%)
State and Local Taxes
$921 Million $138 Million $1.1 Billion (up 9.7%)
DOMESTIC INT’L TOTALNumber of Visitors
19.2M 2.1 M 21.3 M
Source: USTA,2010
Top Origin Markets- CY2011
Domestic Volume
Boston media market 6,300,000
New York 1,800,000
New Hampshire 1,600,000
Connecticut 1,600,000
Rhode Island 800,000
Visitor Profile
33% originate in MA
76% arrive by car
28% travel to visit family/friends
International
Volume
Canada 700,000
United Kingdom 222,000Germany 120,000France 69,000Japan 49,000Emerging Markets:
China 139,000Brazil 54,000India 50,000
Massachusetts ranks 6th in US
Geo Heat Map
Travel Trends for FY’13
Domestic Audience Age Range Representation
Audience is getting younger
MA% Universe %
Sports Marketing International/ Domestic
Marketing Public Relations Trade Shows Social Media
Build College/ University Partnerships
Develop Sporting Brand
Film International/ Domestic
Marketing Public Relations
Social Media Studio Sales Calls
Liaison with Unions, Stakeholders
Workforce Development
Tourism Marketing Domestic/ International Marketing
Television, Radio, Online massvacation.com
Search Engine Marketing Public Relations
Targeted Consumer Outreach Social Media – Facebook, Twitter
E-Communication Sales Missions, Trade Shows
Group Tour, MA Green LGBT and Niche Markets
Students and Families Administer grants to RTC’s
MOTT’S PORTFOLIO
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
0%20%40%60%80%
100%120%140%
Percentage Growth
PercentageGrowth
MASSACHUSETTS FILM OFFICE
• 2012 - 6 feature films, 1 TV pilot, 1 TV Movie of the Week
• 2010 - 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 - 300 local crew
• New England Studios - first stage of a state-of-the-art television
MASS SPORTS OFFICE
Confirmed Events2013 AT&T American Cup March 2 - Worcester2013 World Synchronized Team Skating Champs April 2-6 Boston2014 US Figure Skating Championships January 5-12 BostonMA Olympians reception – Late September. Greater Springfield – Sports Commissionhttp://
www.masportsoffice.com
Shannah McArdle – [email protected]
Content Marketing Strategy
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 UFriday, 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 MurrayRadisson Hotel Plymouth Harbor9:00am: International (90 min)11:00am: Research (60 min)12:00pm: End
RSVP to: [email protected]