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Louisiana Tourism Marketing Program Media Kit

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Louisiana Tourism Marketing Program Media Kit LOUISIANA TOURISM MARKETING PROGRAM MEDIA KIT Understanding the American Traveler pg 1 Understanding the Louisiana Traveler pg 2 Louisiana Visitors Guide pg 3 LouisianaTravel.com pg 5 eNewsletters pg 10 NEW Content program on LouisianaTravel.com pg 11 Print Guide • Digital Guide • LouisianaTravel.com • eNewsletters UNDERSTANDING THE HYPER-INFORMED AMERICAN TRAVELER The US traveler is more informed and uses more media and sources of information than ever before in the history of travel. That’s why Miles funds independent research bi-annually to help our clients make the most of their marketing dollars. STATE OF THE AMERICAN TRAVELER: Research Highlights 2018 What you can do to improve your success rate: Use Print Use Online Use Mobile Phones 49% Publications 43% Media 59% To Access Travel Visitors Guides, Brochures, Magazines Information Including over 70% of millennial travelers Make print part of your Including official integrated plan. destination websites Build a responsive site and update content regularly. Use Social Media in Trip Planning Rely on Reviews 55% Most travelers use social media to do & User Generated research on a location, view locations, 58% Content read reviews and more. Manage your online Monitor activity reputation. related to your brand. DID YOU 65% of Americans say that leisure travel is a budget priority 33% of American travelers plan to increase their number of trips in 2019 KNOW? Source: Destination Analysts' "State of the American Traveler", Volume 27 (2018) THE AMERICAN TRAVELER TRAVEL-PLANNING LIFECYCLE Multi-Media: With such a complex planning landscape. Integrated, multi-media advertising and DREAMS, PLANS, THEN BOOKS relevant content is critical. DREAMING PLANNING ZMOT BOOKING SHARING Bold imagery, Planning content: Zero Moment of Truth: In order to move Strong call-to-actions, Encourage visitors to share video & Maps, itineraries, from consideration to activation, you value offers, easy their experiences, through user- experiential content reviews must engage visitors all throughout the access to booking generated content (UGC) travel-planning life cycle 1 UNDERSTANDING THE LOUISIANA TRAVELER WHY YOU SHOULD PARTICIPATE IN THE LOUISIANA TOURISM PROGRAMS ANNUAL VISITORS 47.1 MILLION 1. Take Advantage of an $11.2 Million Budget The Louisiana Office of Tourism spends $11.2 million to execute a comprehensive paid and earned media strategy to key markets that travel to Louisiana. 2. The Programs Deliver People Planning Travel The goal of the state’s plan is to increase awareness while driving an incredibly qualified and actively travel planning audience to the state’s SPENDING official travel channels. Participating in these programs allows you to access travelers at a time where they are making decisions. 17.5 BILLION 3. Increase Your Return on Investment Utilizing an integrated plan will allow you to optimize your campaign to maximize your results. You’re reaching those who are using multiple channels to plan their trip, so you can reinforce your message and incentivize them to book. 4. Access Resources You will have access to research, travel trends and tips that will help you to AVERAGE create the best strategies for your marketing programs. 3 NIGHT STAY 5. Receive Free Advertising Expand your digital presence by participating in the Louisiana Official Visitors Guide and its accompanying digital campaign. Top International Markets Top 10 Domestic Markets 1. Canada 1. Texas 2. United Kingdom Louisiana Audience Profile 2. Mississippi 3. Germany MORE THAN 3. Florida 4. Australia 1 MILLION Household Income ................ $75-$100K INTERNATIONAL 4. Alabama Travel with Children .......................... 36% 5. France VISITORS 5. Georgia College Graduates ............................ 49% 6. Mexico 6. Tennessee Female ....................................................71% 1 21-54 .......................................................61% 2 3 7. California 5 55+ ........................................................ 39% 8. Illinois Travel 700+ miles ............................... 60% 6 9. North Carolina Choose paid accommodations .......79% 4 10. Oklahoma Source: Louisiana Office of Tourism 2 and DK Shifflet Visitor Profile LOUISIANA OFFICIAL VISITORS GUIDE THE OFFICIAL TRAVEL GUIDE PROMOTED IN THE LOUISIANA OFFICE OF TOURISM’S MULTI-MILLION DOLLAR MARKETING EFFORTS Official Visitors Guide View the Digital Version of this Guide REACH > 750,000 active Louisiana travel planners DID YOU KNOW... 49% of American travelers 16,140 use Print Resources VIRTUAL GUIDE to research/book VISITORS their trips! “The Castle” at Chemin-A-Haut State Park, Bastrop CIRCULATION & DISTRIBUTION The Louisiana Official Visitors Guide is the only print call-to-action for the Louisiana Office of Tourism’s efforts. Your message is reaching an incredibly qualified, active travel-planning audience that you cannot access anywhere else. OUT OF STATE 50% Through direct visitor requests OUT OF STATE Reach pre-planners who are booking lodging and building itineraries. and distribution at travel and • TRAVEL & TRADE SHOWS Reach travel agents and tour operators who are trade shows. booking countless domestic and international trips on an annual basis. IN STATE Reach visitors while they are in state, looking for things to see and do. IN STATE 50% • STATE WELCOME CENTERS: Have 860,000 annual visitors through 11 State To help visitors decide Welcome Centers and 44 LTA Certified Welcome Centers. where to stay and eat and what sites, attractions and • LOUIS ARMSTRONG NEW ORLEANS INTERNATIONAL AIRPORT activities are available. • HOTELS ACROSS THE STATE 3 ADVERTISING OPPORTUNITIES 62128Greater NewCrossroads Orleans Greater NewCrossroads Orleans 63129 Converse 191 174 Washington Area Museum Foundation/ 120 Varnado Store Museum DINING & ENTERTAINMENT Zwolle 6 936 Pearl St., Franklinton, 70438 Beignet au Lait Louisiana Coupons 145 Many 985.795.0680, davarnadostoremuseum.com 1071 Robert Blvd. Ste. 5, Slidell, 70458 Fisher 985.643.4949, beignetaulait.net/ 171 OUTDOOR ADVENTURE La Carreta 191 Florien Toledo 1200 W. Causeway Approach, Mandeville, 70471 Anacoco Boating & Fishing 985.624.2990, carretarestaurant.com 8 28 La Carreta 111 NORTHSHORE/ST. TAMMANY PARISH FISHING 392 LEESVILLE 812 Highway 190, Covington, 70433 New Llano 985.400.5202, carretarestaurant.com Fort Polk 310 171 Meribo 10 111 Save an additional 15% off all New Orleans Complimentary café au lait, hot or iced, Bend-Lake 326 Lee Lane, Covington, 70433 190 985.302.5533, meribopizza.com DERIDDER26 Palmettos on the Bayou area tours, activities & attractions. with a purchase. Code: LTPAC Merryville 190 1901 Bayou Ln., Slidell, 70458 985.643.0181, palmettosrestaurant.com 800-450-7139 171 Dry Creek 600 Decatur St., New Orleans Ad page 60 tripshock.com CountryBASIC Area LISTINGS 109 27 Ragley cafebeignet.com 68099 Hwy. 59, Mandeville, 70471 800.634.9443, fi shthenorthshore.com SHOPPING St. TammanyHALF has fishing piers to PAGEcast a line, or venture out with Slidell Historic Antique District GREATER NEW ORLEANS GREATERCovington NEW ORLEANS an expert charter captain to catch record redfish, trophy trout Olde Towne Slidell, First Street & Erlanger Street, and fat flounder. Ad page 61 124 Erlanger St., Slidell, 70458 Coupon can only be redeemed through online booking or over phone. Digital and printed coupons are valid. 985.641.6316, slidellantiques.com Printed coupons will not be accepted. Offer expires 12/31/19. Offer expires 12/31/19. First USO & War Room Museum Parks & Nature INFORMATION 250 W. Seventh St., DeRidder, 70634 Bogue Chitto State Park Visitor Information 337.463.7212 TOURS & RECEPTIVE OPERATORS 17049 State Park Blvd., Franklinton, 70438 Dr. Wagner's Honey Island Swamp Tours, Inc. Atakapa-Coushatta Trace Visitors Center Fort Jesup State Historic Site 985.839.5707, 888.677.7312, lastateparks.com 32 Geoghagan Rd., Many, 71449 41490 Crawford Landing Rd., Slidell, 70461 703 N. Bryan St., Merryville, 70653 Fairview-Riverside State Park 337.825.5380, beauregardtourism.com 318.256.4714, 888.677.5378, lastateparks.com 985.641.1769, honeyislandswamp.com 119 Fairview Dr., Madisonville, 70447 Ad page 60 Beauregard Tourist Commission GOTHIC JAIL 985.845.3318, 888.677.3247, lastateparks.com 313 W. First St., DeRidder, 70634 Fontainebleau State Park 800.738.5534, beauregardtourism.com 62883 Hwy. 1089, Mandeville, 70448 Sabine Parish Tourist & Recreation Commission 985.624.4443, 888.677.3668, lastateparks.com $5 off adult ticket on any Gray Line tour. $5 off adult Brunch Cruise ticket. 1601 Texas Hwy., Many, 71449 Toulouse Street & the Mississippi River, New Orleans Toulouse Street & the Mississippi River, New Orleans 318.256.5880, 800.358.7802, toledobendlakecountry.com Ad page 129 504-569-1401 504-569-1401 Toledo Bend Information Center graylineneworleans.com riverboatcityofneworleans.com 15091 Texas Hwy., Many, 71449 318.256.4114, 800.259.5253, srala-toledo.com VERNON PARISH TOURISM COMMISSION 313 W. First St., DeRidder, 70634 337.463.5534, 800.738.5534, beauregardtourism.com GREATERCovington NEW ORLEANS GREATERCovington NEW ORLEANS Completed in 1915. Added to the National Historic Register in 1981. Celebrated in the song ""The Hangman's Jail,"" the Not valid for holiday or special event tours, or with other discounts. Limit four per coupon. Not valid with other discounts or special events/holidays. lockup was the location of a double execution in 1928. The jail Digital coupons and coupons printed at home are valid. Offer expires 12/31/19. Digital coupons and coupons printed at home
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