2014 Destination Marketing Report 2014 Destination Marketing

2014 Destination Marketing Report 2014 Destination Marketing

2014 DESTINATION MARKETING REPORT 2014 DESTINATION MARKETING ACRA partners with the City of Aspen to manage the destination marketing funds which promotes Aspen as a premier destination year round with an emphasis on the non-winter months. The marketing funds are generated from a 2% lodging tax, 75% of which is dedicated to marketing. In 2014, the budget was projected at $1.97M and revenue is currently 11% above budget (according to city consumption report through September). ACRA collaborates with our community and regional partners including Snowmass Tourism, Aspen Skiing Company, Colorado Tourism and Brand USA. The funds are allocated to an integrated marketing campaign which includes print and online advertising, print collateral, public relations and social media, website and technology, special events and key partnerships. Our continued goal is to deliver the highest return on the marketing dollars to drive tourism to Aspen year round. Key accomplishments of this year’s campaign are highlighted in this report. KEY METRICS OCCUPANCY AVERAGE DAILY RATE REVPAR May +9.5% -0.7% +8.8% June +9.6% +3.4% +13.3% July -5.6% +9.0% +3.0% August -3.6% +9.9% +6.0% September +4.1% +6.5% +10.8% +12% +13% SALES TAX* LODGING REVENUE* *Above 2013 actuals year to date (through September) WEBSITE • Aspenchamber.org the Official Online Guide to Aspen™ • Visits to the website increased 37% YOY from January – September • Visits to the site exceeded 100K visitors in July and September • 41% of web visitors are accessing site via mobile or tablet. • In October, we redesigned site in responsive design to scale content to any device – mobile, table or computer. • Other features of the new site include Site visits more intuitive and visual site with exceeded enhanced hotel listings, calendar of events and trip planning features. +100K • Incorporated Defy Ordinary brand July and into site. September ASPENCHAMBER.ORG VISITS CONTINUE TO GROW 120,000 110,,000 100,,000 90,,000 VISITS 80,,000 2009 70,,000 2010 2011 60,,000 2012 50,,000 2013 40,,000 2014 30,,000 20,,000 10,,000 0 January February March April May June July August September October November December DEFY ORDINARY CAMPAIGN New creative launched in 2014 – Print, digital, and Video Brand incorporated into new website design PR VALUE (YTD) PUBLIC RELATIONS PRINT Impressions 10 M • Pitch targeted stories in key markets including NY, CA and Denver PR Value $2.3M • Cooperative opportunity with non-profits and community partners to participate in Denver Event ONLINE Unique views 3.1B • Hosted over 100 media from the U.S. and 7 international markets PR Value $1.8M • Managed PR campaigns in Brazil, Australia and UK and hosted media FAMS from each market this summer INTERNATIONAL Impressions 4.8M PR Value $1.9M MEDIA HIGHLIGHTS • Travel & Leisure America’s favorite towns Also featured on the Weather Channel and “Wake Up with Al” Total • New York Times 52 Places to go in 2014 PR Value • Conde Nast Traveler The 10 Best Small Cities in America $6M • New York Times Get Your Cultural Fix in Aspen This Summer • CNN 20 Best Places to Visit in the US • Fodor’s Top 10 Fall Trips For Food Lovers SOCIAL MEDIA • ABC News Good Morning America’s 10 Most Beautiful Places in America +220% IN FANS (18,751 to 62,000) ADVERTISING +13% IN FOLLOWERS Print ads in 5280 Magazine and (7,908 to 8,922) Hemispheres Magazine (United in flight) • 30% of advertising budget +87% • 5.4M impressions served IN FANS Digital campaign includes buys in (3,470 to 6,479) Tripadvisor, Yahoo and Orbitz • 70% of advertising budget +2.28% • 22.5M impressions IN FOLLOWERS • 55K clicks (554) Pay Per Click (through 9/31) • 1.78M Impressions 14,878 • 25K clicks UNIQUE PAGEVIEWS • 1.4% CTR Total Pageviews 17,273. INTERNATIONAL CAMPAIGN • Collaboration with industry partners including Snowmass Tourism, Aspen Skiing Company, Colorado Tourism Office (CTO) and Brand USA • Targeted media coverage for Aspen in international markets • Hosted international trade and media from UK, Australia, Brazil, Japan, Canada, Mexico in collaboration with CTO • Attended trade shows and sales missions in international markets • Brand USA media buy in collaboration with Snowmass Tourism including Discovery Guide and native language videos shot in Japanese, Spanish and Portuguese GROUP SALES • Projected year end revenue of $500K (5% increase over 2013) • Represented Aspen at trade shows and sales appointments in key feeder markets and CO • Provide cooperative sales opportunities with hotels and community partners • Hosted 4 FAMS in Aspen for qualified meeting planners and media • Advertising campaign in key meeting publications SPECIAL EVENTS/PARTNERSHIPS • 12 days of Aspen • Winterskol • USA Pro Challenge • Winter X Games • Delta Air Service PRINT COLLATERAL • Vacation Planner printed in VISITOR RESEARCH collaboration with Snowmass Tourism • Conducted visitor research on non-winter guest • 80K distributed in print from May through September • 27K downloaded digitally • Research conducted every other year for strategic market research • Also available digitally in Spanish and Portuguese • Over 2500 intercept surveys conducted • Rack brochures for Winter • Visitor report available for community partners (off mountain activities) end of November and Spring, Summer, Fall Debbie Braun, President and CEO Julia Theisen, VP Sales and Marketing Toni Case, Senior Marketing Manager Sarah Reynolds, Director of Sales Eliza Voss, Marketing Manager Liz Cluley, Sales Manager Jessica Hite, Marketing Coordinator ASPEN CHAMBER RESORT ASSOCIATION | 425 RIO GRANDE PLACE | ASPENCHAMBER.ORG.

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