GROWTH ENGINE +New Lewiston-to-Portland River Cruise +Geotourism center in Driggs +Sandpoint Depot restoration project with Amtrak +New 80-room Holiday.

GROWTH ENGINE

+ New Lewiston-to-Portland River Cruise

+ Geotourism center in Driggs

+ Sandpoint Depot restoration project with Amtrak

+ New 80-room Holiday Inn Express in Pocatello

+ New 100-room Fairfield by Marriott in Twin Falls

+ New nonstop Boise to Chicago-Midway flight on

Southwest

+ Significant investment at Sun Valley Resort

+ Shore Lodge updating all guest rooms

+ Ongoing infrastructure expansion at SchweitzerPage 2

TODAY’S AGENDA

+ Marketing overview

+ Program changes

+ “Opportunity” funds for 2015

+ 2015 travel guide

+ Winter 2014/2015

+ Canada

+ Growth areas

+ Free resources and top questions

+ Media partner introductions

Page 3

MARKETING OVERVIEW

+ Primary business goals:

+ Generate overnight visitation, singular view on collections

+ Increase heads in beds taxes, $7.6M by 6/30/14

+ Primary campaign goals:

+ Increase awareness and create demand

+ Key performance indicators

+ Web, collateral requests, media consumption

+ Increase by 10% by campaign

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PROGRAM CHANGES

+ Annual

+ “Opportunity” marketing instead of

traditional co-ops

+ Evolution of the travel guide

+ Winter

+ Phasing out in-state Sled the Rockies

program

+ Scenic Byway opportunities

+ Brochures (grant dollars for printing)

+ Digital audio toursPage 5

OPPTY FUNDS+ $100,000 state budget

+ No longer under co-op umbrella

+ No longer first come, first serve process

+ State will contribute up to 50% of approved media

+ Orgs submit media plans, costs via grant submission

+ Dept and ITC rep review and approve

+ Regional partnerships still encouraged

+ Unused funds will move to state media plan

+ Approved media will run throughout ‘15, not just Spring

+ Full page layouts, cover/back cover options, digital

Page 6

2015 TRAVEL GUIDE

+ 140,000 printed guides

+ PDF and flipbook versions

+ Advertising

+ Travel Marketplace, same rates & sizes as 2014

+ Statewide, regional and national distribution

+ In circulation Jan 1, 2015

+ Backed by $1.3M ad budget

+ NEW - Diversified distribution and lead campaigns

+ NEW - Scale back regional listing information

+ NEW - More photography Page 7

WINTER

+ Integrated campaign with Ski Idaho

+ $350K budget targeting families with kids

+ Western WA/Seattle, SLC, Spokane target markets

+ Timelines

+ PR build-up in Aug & Sept, continues through March

+ Paid advertising runs Oct through Feb

+ Tradeshow & retail partnerships in Nov & Dec

+ Mitch Knothe - [email protected]

+ Tom Stebbins - [email protected]

Page 8

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VITAMIN ID CREATIVE

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VITAMIN ID CREATIVE

CANADA

+ Main international market outside of RMI program

+ Edmonton and Calgary

+ Globe and Mail, Swerve Magazine (weekly in

Calgary Herald), Avenue Magazine (monthly

editions)

+ Brand USA/Miles Media media solutions

+ discoveramerica.com/usa/states/idaho.aspx

+ Annual Inspiration Guide

+ SEM programs

+ Enhanced city pages (BCVB has one)

+ Canadian insert programs

page 11

GROWTH AREAS

+ Multi-regional campaigns

+ IOGA

+ RV

+ B&B

+ More advanced reporting systems

+ Responsive design everywhere

+ Collaboration at every level

+ Consumer generated content

page 12

FREE RESOURCES

+ Dept-funded research (Who is the Idaho Traveler)

+ Submit content for

+ Monthly AIL e-newsletter and press releases (Laurie)

+ Consumer blog at blog.visitidaho.org (Cathy)

+ Digital collateral for visitidaho.org/free-publications

(Tina)

+ Share content for social media channels (Tina)

+ Events and photography

+ Assist on Trip Advisor Forum questions

+ Keep UpdateIdaho profile active and current

+ Packages functionality removed

Page 13

TOP QUESTIONS

+ Do I have to work with Drake Cooper on creating ads?

+ No, can use any partner you wish

+ Can my agency upload ads to online ad approval

system?

+ No, client must manage

+ Does the Dept advertise in-state?

+ Yes, but mostly with statewide options (ID Public TV)

Page 14

TOP QUESTIONS

+ Why do I receive an invoice before my ad runs?

+ Agency must advance bill all ads for State

accounting

+ If we have a media option to share with the Dept, who

to?

+ Peg and CC Josh/Drake Cooper

+ When are contingency dollars approved?

+ For spring, by April 10 th per year

+ For winter, by Oct 10 th per year

Page 15

TOP QUESTIONS

+ How do we receive bulk orders of brochures like the

Travel Guide?

+ Point contact is Tina

+ Annual editions of Travel Guide are available

starting 1/1

+ If a co-op is approved and funded, but doesn’t run, do

we get reimbursed?

+ Yes, 100%

+ Does VisitIdaho.org have an app for travelers?

+ None planned

Page 16

GO TRAVEL

+ New partner to consider for FY15

+ Annual online and lead generation opportunities

+ Content and web development services

+ [email protected] (Chris Newton)

Page17

MADDEN

+ Integrated media program in FY15

+ Free standing insert (FSI) in newspapers within key markets

+ Portland/Vancouver, Seattle/Tacoma, Spokane, SLC, Bay Area

+ State underwrites to lower statewide rates

+ 515,000 units dropped in May 2015

+ Additional digital opportunities – winter, online, Google

+ [email protected] (Jeff Polley)

+ [email protected] (Brett Gordon)

Page 18

TRIPADVISOR

+ Annual online buy in FY15, including State Forum

+ Programs available in

+ Spring/Summer

+ Fall/Winter

+ Canada

+ tripadvisor.com/Tourism-g28933-Idaho-

Vacations.html (forum)

+ TripAdvisor for Business and Insights programs

+ [email protected] (Todd Skelton)

page 19

COLLINSON

+ New partner to consider for FY15

+ Marketing and development services

+ Annual integrated media platforms

+ [email protected] (Byron Best)

Page 20

NW TRAVEL

+ Regional media partner

+ Annual print opportunities

+ Content development services, possible bundling options

+ [email protected] (Tim Park)

Page 21

REGAL 360

+ Boise-based virtual tours and high resolution photography/video

+ Desktop and mobile-friendly tours now available

+ Includes analytics and interactive development

+ Multi-platform and creative services

+ [email protected] (Brandon Hull)

Page 22

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IDAHO VIRTUAL TOUR MAP

ALASKA/HORIZON

+ Primary airline partner

+ Print, digital and email media platforms

+ Annual opportunities in single or combo issues

+ [email protected] (Clay Schurman)

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