Media Kit

Kentucky
Kentucky Department
of Travel and Tourism
Marketing
Opportunities
2016-2017
Mission & Visitor Profile
Tourism
Matters!
Kent
Mission statement
A look at economic impact
The mission of the Kentucky
Department of Travel and Tourism
2015
is to market Kentucky as a travel
destination in order to generate
revenue for Kentucky’s economy.
Annual Visitors: 20.5 million
Spending: $12.5 billion
Employment: supports over 175,700 jobs
Tax revenue: $1.3 billion in local and state tax revenue
VISITOR DEMOGRAPHICS
Average stay:
Almost
3 days
Visitors each year
20.5
million
70%
300 miles
Approx.
from
within
Top States:
Visitor Profile:
Ohio
Indiana
Tennessee
Illinois
Michigan
Average income:
Top International
Visitors:
Canada
United Kingdom
$73,500
50
62%
82% have more than
Average age:
married
two people living in house
tucky
Marketing Overview
Marketing
Strategy
Target Markets
The Kentucky Department of Travel
accomplishes its marketing mission through
a coordinated media and
MI
public relations campaign that
utilizes print and electronic media,
IL
specifically designed to reach the
MO
target market segments in key
OH
IN
KY
NC
TN
geographic regions which
AL
traditionally produce the bulk of
GA
TX
leisure visitors to Kentucky.
FL
MEDIA MIX
Spring 2014
Fall 2015
7 out-of-state markets
(Birmingham, Chattanooga, Columbus, Dayton, Indianapolis,
Knoxville, Nashville)
6 in-state markets
TV
10 HULU markets
KET sponsorship
Secrets of Bluegrass Chefs
2 broadcast stations
(KNN, WHAS)
5 Pandora radio markets
(Cleveland, St. Louis, Chicago, Louisville, Lexington)
13 print insertions
Print
TV
(Louisville, Lexington, Northern Kentucky, Paducah, Bowling Green,
Evansville)
(Chicago, Indianapolis, Cleveland, St. Louis, Atlanta, Nashville,
Raleigh, Birmingham, Charleston-Huntington, Detroit)
Radio
6 in-state markets
(Garden & Gun – three times, Southern Living – two times,
Cooking w/ Paula Deen, Family Circle, Every Day w/ Rachel Ray,
Escape to the Southeast, KY Economic Guide, Hemispheres,
Bourbon Review, ABA)
digital programs
Digital 5(Adara,
Carbon, Madden, Collinson, Crisp)
Radio
(Louisville, Lexington, Northern Kentucky,
Paducah, Bowling Green, Evansville)
KET sponsorship
Secrets of Bluegrass Chefs
1 broadcast station
(KNN)
5 Pandora radio markets
(Cleveland, St. Louis, Chicago, Louisville, Lexington)
Print
2 print insertions
(Endless Vacations, Essentially America UK)
6 digital programs
Digital (Adara, Carbon, Interfuse, Madden, Mbuy, Nativo)
Kent
Paid Media Results
The Kentucky Derby Festival lasts two weeks. Lucky for you,
Kentucky has enough fun for the whole year. To plan your
next adventure, race to KentuckyTourism.com.
Next time someone asks what you did last weekend,
have a better answer. Start planning your action-packed
Kentucky getaway today. Visit KentuckyTourism.com/famous.
We bet you’ll
be back.
Kentucky has a million ways to help families stay connected.
Very few of them involve Wi-Fi. To start planning an unforgettable
family adventure, visit KentuckyTourism.com/family.
Share something
besides your
data plan.
#travelky
#travelky
economic impact
13.075 billion
Come experience
what we’re
famous for.
#travelky
RESULTS
For every
kentucky spends
on advertising
For every
kentucky spends
on advertising
$1
$1
spent by travelers
$
returned
$
151 was
in kentucky
15.69 was
in tax revenue
AUDIENCE (OWNED MEDIA)
Website
Social
2014:
19,259
+ 22%
+ 5%
2014:
111,140
+ 4%
Users: 2,733,012
2014:
184,965
+ 60%
2014:
17,948
+ 44%
2014:
Sessions: 3,772,016
+ 20%
Guides
TOTAL REACH
600,000 +
Email
TOTAL REACH
2.3 MILLION
TOTAL REACH: 7 MILLION+!
tucky
Email
Received by
more than
195,843
subsub
sub
subscribers!
Sponsor
$1,785
Monthly Email
& Dedicated
Custom Email
Received by more than 195,843 opt-in
Position your experience as
a leader with this premium
placement. Including a banner ad,
thumbnail and copy complete with
tag line and body copy,
this placement drives results.
subscribers monthly with an average
Sponsored
Content
$1,125
Monthly Email: Take advantage
of integrated advertising opportunities
The Sponsored Content unit affords you space to tell your story,
nestled within our organic email
articles.
your budget.
Dedicated Custom Email: Receive
Formatted Ad
$510
program. Submit photos, copy and a call-
Highlight your offering within
our special partners section
in an affordable formatted
ad placement.
12.5% open rate, the monthly Kentucky
eNewsletter and Custom Emails reach an
engaged, active travel-planning audience.
designed to fit your specific goals and
100% share of voice with our custom email
to-action, and we’ll blast your message
out to our opt-in database, driving all
inquiries to your site.
ABILITY TO CO-OP
Rates:
Visit Yatesville
Sponsor _________________$1,785
Sponsored Content _ _______$1,125
Dedicated
Custom
Email $3,570
Formatted Ad _ __________$510
Dedicated Custom Email_____$3,570
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Explore Now!
Fecer que octam mentem di in ponces. Movivis steatis, ficipimusqua confentiam occi ponsum. Go ut dem voltis Ad inarisse fui pri immoertem, avolic fuis caudeli cauctum, vidicatquam, C. Urbi sulerei poris Multusque est quam pos convocavem, quiusum hala consultus con dit incluter a nervividet; nimis, ego eorus consimis. Gul utemorae te achuidiem demnotatiam etreo, tala publium a Seridicae actori
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Kent
Kentucky Official Visitor’s Guide
2 0 1 6 O F F I C I A L V I S I TO R’ S G U I D E
C E L E B R AT I N G 1 0 0 Y E A R S O F T H E N AT I O N A L PA R K S E RV I C E
KENTUCKYTOURISM.COM
E
WELCOM
2016 OFFICIAL VISITOR’S GUIDE
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Direct-Request & Distribution
DISTRIBUTION:
Direct Request:
TOP OUT-OF-STATE
70,000
REQUESTS
5. Michigan
6. California
Welcome Centers:
200,000
1.
Travel shows, AAA, etc:
130,000
2. Ohio
7. Georgia
3. Indiana
8. Florida
4. Tennessee
9.
Print Usage:
According to the 2016 State of the
American Traveler Research, 50% of American
travelers use print when planning vacations.
Illinois
Texas
tucky
Kentucky Official Visitor’s Guide
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C E L E B R AT I N G 1 0 0 Y E A R S O F T H E N AT I O N A L PA R K S E RV I C E
2016 OFFICIAL VISITOR’S GUIDE
AD SIZE
PREMIUM POSITIONS
Kentucky
Official
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Full Page
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10/29/15 9:55 AM
Kent
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Renewal _____________ $1,020
Video_______________ $4,125
Renewal_____________ $2,070
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tucky
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Generation program.
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As an added bonus for signing up for the Kentucky Tourism Monthly enewsletter, we wanted to
share with you the oppportunity to receive additional information from the following featured
advertisers. Check the boxes next to the advertisers to which you wish to subscribe.
Play in 120 parks & the nation’s largest urban forest!
Louisville, KY
Experience our beautiful waterfront skyline and immersive
bourbon experiences, then top it all off with amazing outdoor
activities in our beautiful parks and forest. Check the box to
receive our visitors guide and monthly email to plan your
perfect Kentucky adventure!
Louisville‘s Leading Hotel Since 1923
The Brown Hotel
Check the box to get our eNewsletter! A Louisville landmark
since 1923, The Brown is an iconic destination inextricably
woven into the fabric of the city, is opulent yet approachable
– like a fine Kentucky bourbon that never overwhelms you
with its history but instead sweet-talks you with a lifetime of
colorful stories.
Upon selecting you, users receive
an instant auto-generated email
from you (direct them to your site
or provide them an offer).
We send you your leads in a
weekly email.
Rates: $3 Per Lead
Creative Best Practices:
Opt-In Page: Communicate why
you are a not-to-be-missed experience and
what the user will receive by checking to receive information from you.
Confirmation Page: This is your opportunity to
further communicate your value
proposition and to drive traffic to your site.
Enjoy the Clear Waters of Dale Hollow Lake!
Sulphur Creek Resort
Check the box for exclusive deals! Sulphur Creek Resort
on Dale Hollow Lake offers crystalline waters that are ideal
for virtually all water sports. The enjoyment of staying on a
houseboat or in a lake front log cabin are unequaled.
Thank you for requesting information about these great
kentucky businesses! Look for information coming directly
from them in the coming days.
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Database!
Opt-in Page
Danville-Boyle County
Convention & Visitors Bureau
Thank you for signing up for our enewsletter. We
are excited to share with you all the exciting things
you can explore in Boyle County.
Confirmation Page
Brooks Hill Winery
10% Discount on Select Wines
Thank you for your interest in Brooks Hill Winery,
the little winery up the hill. We’re eager for you to
come enjoy some Brooks Hill wine, walk in the
woods, sit on the patio, under the pavilion or in front
of the fireplace and just uncork and unwine!
Eric Lukehart
Travel Media Sales and Marketing Executive
d: 859-273-6464 | m:859-339-7986
Eric.Lukehart@MilesPartnership.com
Research and Resources:
http://budurl.com/MilesEssentials