SF/BAY AREA MARCH 5 - 6, 2016 SANTA CLARA CONVENTION CENTER
WWW.TRAVELSHOWS.COM
Results – Event Summary
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Experience 1000Tips Pavilion
ATTRACTION SPONSOR: BROADCAST SPONSOR: PROMOTIONAL PARTNERS: PRODUCED BY:
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Event Summary Attendance Summary
Event Summary: Bay Area Travel & Adventure Show Total Attendance: 17,993 Date: March 5 & 6, 2016 Travel Trade: 1,396 Venue: Santa Clara Convention Center Travel Agents: 461 Location: 5001 Great America Parkway Press: 89 Santa Clara, CA 95050 52% 48% Halls: A, B, C, D – 108,000 sq. ft. 52%52% 48%48% Household Income (HHI) Attendee Gender 68% Earn Over $100,000 (8% Increase Over 2015)
$50k - $75k - $100k - <$50k $150k+ 2016 $75k $100k $150k 2015
$50k $50k- -$75k $75k- $100k - $100k - - 3% 12% 17% 28% 40% <$50k<$50k52% 48%$150k+$150k+ 2016 2016 52% 48% $75k$75k$100k$100k$150k52%$150k 48% Women Men 2015 2015
3%Attendee3%12% Age12%17%17%28%28%40%40%35%Travel Expenditure
$50k - $75k - $100k - $50k - $75k - $100k - <$50k 73% in Peak Earning$150k+ Years 35-65+ <$50k 2016 30%55% Spend Over$150k+ $5,000 on Travel 2016 30% $75k $100k $150k $75k $100k(3% Increase$150k Over 2015) $50k - $75k - $100k2015 - 2015 <$50k $150k+ 2016 3% 12% 35%17%35%28% 40% $75k $100k 3%$150k12% 17%25% 28% 40% 25% 2015
30% 30% 3% 12% 17% 28% 40%20%30% 30% 20% 35% 35% 15% 15% 30% 25% 25% 30% 30% 25% 25% 30%
25% 25% 25% 10% 25% 10% 20% 20%35% 20% 20% 20% 20% 20% 20% 5%
15% 15% 15%30% 15% 15% 15% 15%30% 15%
10% 10% 10% 18 -24 25-34 35-4410% 45-54 55-65 65+ <$2,000 $2k - $2.5k - $5k - $10k+ 10% 10%25% 10% 10%25% $2.5k 5k $10k 5% 5%
5% 5% 20% 20% 18 -24 25-34 35-44 45-54 55-65 65+ <$2,000 $2k - $2.5k18 - -24$5k25-34 - $10k+35-44 45-54 55-65 65+ <$2,000 $2k - $2.5k - $5k - $10k+ $2.5k 5k $10k $2.5k 5k $10k 15% 15% 18 -241825-34 -24 25-3435-44 35-4445-54 45-5455-65 55-6565+ 65+ <$2,000<$2,000$2k - $2k$2.5k - -$2.5k$5k - - $5k$10k+ - $10k+ $2.5k $2.5k5k 5k $10k $10k 10% 10%
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TRAVELSHOWS.COM 5%
18 -24 25-34 35-44 45-54 55-65 65+ <$2,000 $2k - $2.5k - $5k - $10k+ $2.5k 5k $10k Headline Speakers / Stages
In addition to the Destination Theater, the Destination Theater is where travelers attend 30 minute locale-specific workshops on where to go and what to do. From Greece and Tahiti, to Alaska and the Czech Republic, attendees received informative information to help them better plan their next vacation.
The Savvy Traveler Theater featured nine sessions covering a variety of presentations designed to help attendees maximize their travel experience. Travel technology, packing tips, travel photography and traveling smarter were all topics covered at this year’s event.
As the true traveler knows, food is a large part of the travel experience. This year’s Taste of Travel Theater featured a mixture of local renowned chefs, representing destinations featured at the show, who provided attendees with a “taste” of cuisines from around the world at this stadium-style seating theater.
The Global Beats Stage featured 20 performing acts that allowed travelers to get an experience of different cultures from around the world. The Global Beats Stage continues to be an exciting feature of the Travel & Adventure Show.
In addition to meeting with our vendors, Keynote Speakers Included: attendees engaged in activities such as:
Rick Steves + Destination Travel Writer, Host of Rick Steves’ Europe + Savvy Traveler Theater and Travel with Rick Steves, Europe + Taste of Travel Theater Through the Back Door, presented “Europe Through The Back Door With + Global Beats Stage Rick Steves.” + Travel & Adventure Show “World Photo Booth” + The Climbing Rock Wall Samantha Brown + Know Your Nevada Feud! Travel Channel Host, presented “Travel Smart; Lessons Learned from a Life Lived on the Road.”
Pauline Frommer Editorial Director of the Frommer Guides and Publisher of Frommers.com, presented “What You Need to Know Before You Plan Your Next Vacation.”
Johnny Jet Editor-In-Chief, JohnnyJet.com, presented “Travel Like a Rock Star.”
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TRAVELSHOWS.COM Promotion Summary
An integrated marketing mix was utilized to ensure travel enthusiasts all over the SF/Bay Area heard about the Travel & Adventure Show. All told, the campaign generated over 26 million impressions.
Broadcast Television
The official broadcast sponsor of the event was KTVU (NBC), generating over 7.3 million impressions. Ads were carried on KPIX (CBS) for another 4,036,000 impressions.
Radio
KCBS was the radio partner and ads on that station exceeded 3.6 million impressions.
Newspaper
Before They Went There They Came Here
Your Next Vacation Starts Here We utilized the Bay Area News Group for print Find Your Next Vacation At Appearing: MARCH 5-6 The San Francisco/Bay Area Santa Clara Convention Center Travel & Adventure Show MARCH 5-6 + Find thousands of travel options Find Your Next Vacation At Scheduled to Appear: + Visit hundreds of exhibits The San Francisco/Bay Area Santa Clara Convention Center + Speak directly to destination experts Travel & Adventure Show
who can help you plan your next vacation + Find thousands of travel options + Over 50 seminar programs featuring + Visit hundreds of exhibits Samantha Brown Travel Channel Host www.TravelShows.com travel experts Samantha Brown + Speak directly to destination experts who can help and online advertising, generating over 4.7 million + Exclusive travel deals Rick Steves Travel Channel Pauline Frommer you plan your next vacation Host + See culinary demonstrations Host of Rick Steves’ Frommer’s + Over 50 seminar programs featuring travel experts Use promo code BANG and you’ll pay only Europe + Exclusive travel deals * + Live world cultural performances Travel Guides + See culinary demonstrations $11. Regularly priced tickets are $16, that is a Rick Steves $11 ONLINE 30% savings. Children 16 & UNDER FREE. All + Live world cultural performances Host of Rick Steves’ Europe children under 16 need to be accompanied Use Promo Code: BANG NATIONAL MEDIA SPONSOR: MAJOR SPONSORS: SUPPORTING SPONSORS: ATTRACTION SPONSOR: MEDIA SPONSOR: PRODUCED BY: by a parent/guardian at all times. One cou- NATIONAL MEDIA SPONSOR: MAJOR SPONSORS: SUPPORTING SPONSORS: ATTRACTION SPONSOR: MEDIA SPONSOR: (Or $11 at the door with this coupon) pon per person per day. Cannot be combined
Experience Experience *Regular $16 Admission with any other offer. Photocopies accepted. 1000Tips Pavilion 1000Tips Pavilion Registration required for all show activities. Note: Only cash is accepted on-site. Copyright © 2016. Unicomm, LLC. All Rights Reserved impressions. Copyright © 2016. Unicomm, LLC. All Rights Reserved * Use promo code BANG and you’ll pay only $11. Regularly priced tickets are $16, that is a 30% savings. Children 16 & UNDER FREE. All $11 ONLINE children under 16 need to be accompanied by a parent/guardian Use Promo Code: BANG at all times. One coupon per person per day. Cannot be combined (Or $11 at the door with this coupon) with any other offer. Photocopies accepted. *Regular $16 Admission Note: Only cash is accepted on-site. Registration required for all show activities.
KIDS 16 AND www.TravelShows.com UNDER FREE!
Outdoor
We secured a strategic selection of boards in high-traffic areas throughout the Bay area generating nearly five million impressions.
Digital Campaign
The Travel & Adventure Show invested in new technology that enables better analytics and therefore a more customized email and digital advertising campaign ensuring content was tailored to the specific interests of the recipient creating a more responsive program with greater efficacy.
Unparalleled Media Coverage
In the weeks leading up the event and in the days before, our PR efforts were effective in generating awareness and coverage of the event.
FOR INFORMATION ON EXHIBITING: 203.878.2577 x100 | [email protected] | TRAVELSHOWS.COM Promotion Summary – Continued
FACEBOOK:
Within one week leading up to the SF Bay Area Travel & Adventure Show , The Travel & Adventure Show Facebook advertising campaign targeted Bay Area travelers, promoting event speakers, sponsors and exhibitors. These posts reached 202,700 unique users, created 220,000 impressions and engaged 4650 users.
TWITTER:
By engaging celebrity speakers, local and national bloggers and industry professionals, @TravAdventure created over 30K impressions. The hashtag #BayAreaTravelShow was used in 275 posts, by 135 users and reached over 1,515,000 users and was delivered on over 9,000,000 timelines.
INSTAGRAM:
Instagram: The Travel & Adventure Show Instagram account, @TravAdventure, posted 13 times resulting in 225 likes. #BayAreaTravelShow reached over 55,000 Bay Area Instagram users, created over 115,000 impressions. #BayAreaTravelShow was used in 100 individual posts and resulted in over 2,500 likes and 150 comments.
“We loved Rick Steves. It’s so great getting ideas and “This is fabulous! All the people are so fun to talk to. being inspired.” – Eric Acedo We love the variety.” – Minda Amsbaugh
“As a first-time exhibitor, it was exciting to see “It’s always fun. I won a cookbook! This is my third interest from those planning to visit Flagstaff soon.” time at the show and it’s a great time every time.” – Joanne Hudson, Route 66 – Linda Chappo
“We like the vibe. The people are really happy.” “The show is great. There’s lots of traffic.” – Dusty – Jodi Fritts, Gold Beach, Oregon Colyer-Worth, San Luis Obispo Chamber of Commerce
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WASHINGTON D.C. JANUARY 14-15, 2017
CHICAGO JANUARY 21-22, 2017
SAN FRANCISCO/BAY AREA FEBRUARY 11-12, 2017
LOS ANGELES FEBRUARY 18-19, 2017 INTERESTED IN EXHIBITING/SPONSORING: P: 203-878-2577 SAN DIEGO E: [email protected] MARCH 4-5, 2017 WWW.TRAVELSHOWS.COM DENVER MARCH 18-19, 2017 NATIONAL MEDIA SPONSOR: PRODUCED BY: Travel PHILADELPHIA 1000Tips.com MARCH 25-26, 2017
DALLAS APRIL 1-2, 2017
FIND US: /TravelandAdventureShow @TravAdventure /TravAdventure /TravAdventure