TPAC October 2019 · 44.3% 55.7% 1 day, 15 hours Top Origin States Based on Trip Volume (OOS Origins Only) Origin State Average Length of Stay Texas 23 hours Kansas 23 hours Arkansas

TPAC PRESENTATION

OCTOBER 2019

Oklahoma – Visitation Profile – September 2019

Same Day31.7% in 2018

Avg. Length of Stay1 Day, 9 Hours in 2018

Overnight68.3% in 2018

55.7%44.3% 1 day, 15 hours

Top Origin States Based on Trip Volume (OOS Origins Only)

Origin State Average Length of Stay

Texas 23 hours

Kansas 23 hours

Arkansas 20 hours

Missouri 1 day

California 1 day, 7 hours

Top Arrival Cities Based on Trip Volume (OOS Origins Only)

Arrival City % of OOS Trips

Oklahoma City 18.3%

Tulsa 11.0%

Thackerville 6.6%

Durant 3.8%

Norman 3.3%

Peak Dates

10.5%Kansas

5.7%Missouri

9.7%Arkansas

40.4%Texas

2.2%California

0.0%

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LABOR DAY WEEKEND• Out-of-State Only• August 30 – 31 Peak Arrival Days • Frontier Country sees top spike in arrivals

Origin State Share of Trips Average Length of Stay

TX 43.6% 1 days 3 hours

KS 12.9% 1 days 4 hours

AR 9.8%0 days 23

hours

MO 6.2% 1 days 4 hours

IL 1.7% 1 days 6 hours

Texas and Kansas Share Down and Arkansas Up Year-over-Year:Colorado and Louisiana drop off, Minnesota joins Top 10

Top 10 Origin States

% of total OOS

Visitors, 2019

% of total OOS

Visitors, 2018

% Change in August

2019

Texas 40.4% 54.5% -25.9%

Kansas 10.5% 11.2% -6.3%

Arkansas 9.7% 8.8% 10.2%

Missouri 5.7% 6.4% -10.5%

California 2.2% 1.7% 30.5%

Florida 2.1% 1.3% 60.3%

Illinois 2.1% 1.2% 85.7%

Minnesota 1.9% 0.3% 485.9%

Tennessee 1.8% 0.9% 107.2%

Michigan 1.7% 0.3% 399.7%

September 2018 v. September 2019 CONFIDENTIAL

ADARA – January to June 2019 Projected ROI based on spring digital spend is 100:1

$1,170,573 Digital Media Spend

ADARA – January to June 2018 Projected ROI based on spring digital spend is 89:1

$1,153,559 Digital Media Spend

Road Trip OK – Campaign Update

Fishing Trail – Campaign Update

Road Trip OK OverviewThe Oklahoma Road Trip campaign was initially planned with a budget of $84,228 that was slated to run through Episode 10. Tactics included TrueView video that executes on YouTube, social video on Facebook and Instagram and social click ads on Facebook and Instagram.

The Oklahoma Road Trip initiative is fully focused on video views and engagements.

A key strategy included allowing travelers to watch the video natively within the channel of preference.

We’ve seen 2,500+ new YouTube channel subscribers since it started.

Facebook Website Click Ads•Website Episode Views: 668•Post Shares: 491•Post Reactions: 2,352•CTR%: 1.47% (Industry Average is .90%)•Engagement Rate: 1.41% (Benchmark is 0.16%)

Facebook/Instagram Video Views•ThruPlays: 304,681•Post Shares: 1,290•Post Saves: 879•Post Reactions: 5,982•Engagement Rate: 1.05% (Benchmark is 0.16%)

Road Trip Social Overview –Facebook/Instagram

Road Trip Digital Overview – TrueView TrueView – Instream

• Views: 1,695,961• 80.63% greater than planned goal due

to 60% savings in CPV• Earned Views: 952• Added Value: $37,853

TrueView – Discovery Ads• Views: 212,332

• 66.7% greater than the planned goal due to 42% savings in CPV

• Added Value: $10,196• Earned Views: 11,287• Earned Subscribers: 2,047

Organic• Watch Time (Minutes): 3,037• Views: 1,063• Avg. CTR: 5.3%• Gender

• 51.5% Female• 48.5% Male

• Majority Age: 25-34: 29.6%

Channel• Current Subscribers: 5,332• +1,277 Subscribers in last 28 days

Road Trip YouTube – Organic Last 28 Days of September

The Fishing Trail launched on Digital and Social Media on August 29, 2019 and ran through September with a budget of $202,248.

Tactics for this campaign include Facebook and Instagram website clicks ads, Instagram Story ads, programmatic pre-roll video, out-of-home, and paid search.

31 billboards throughout the state encouraged viewers to visit a vanity url: FishinOK.com. This has been used 11,913 times since the beginning of the campaign.

The Fishing Trail page was the 11th top-visited page on TravelOK during this timeframe.

Facebook/Instagram Website Click Ads• Landing Page Views: 6,195• Post Reactions: 3,209• Post Shares: 304• Post Saves: 190

Instagram Story Ads• Landing Page Views: 1,522• CTR: .42%• Post Shares: 53

Fishing Trail Social Overview

Fishing Trail Social Video –Facebook/Instagram Video Ads

• Thru-Plays: 94,454 • Total Video Views: 2,019,010• View Rate: 4.67%• Planned Impressions: 493,085

• Actual Impressions: 2,238,428 (354% increase)

• Post Reactions: 3,214• Post Shares: 457• Post Saves: 131

Fishing Trail –Social Creative Performance

Uncrowded Website Click Ad: • Impressions: 864,056• Reach: 173,243• CTR%: 0.64%• Landing Page Views: 4,164 • Guide Orders: 31

Grand Slam Website Click Ad: • Impressions: 387,232• Reach: 120,722• CTR%: 0.53%• Landing Page Views: 1,274 • Guide Orders: 13

Lots of Fish Website Click Ad: • Impressions: 207,248• Reach: 66,410• CTR%: 0.55%• Landing Page Views: 757• Guide Orders: 8

Programmatic Video• Completion: 75.68%• CTR: 0.17%• Impressions Won: 6,211,280

Programmatic Display• CTR: .11%

• Industry average CTR: 0.07%• Impressions Won: 3,999,565

Fishing Trail Digital Overview

Video DMAs Impressions Views CompletionAmarillo, TX 112,450 156,877 72%Dallas/Fort Worth, TX 2,940,713 3,811,829 77%Fort Smith/Springdale, AR 183,050 249,278 73%Oklahoma City, OK 574,399 787,367 73%Tulsa, OK 435,247 587,482 74%Wichita/Hutchinson, KS 323,910 445,535 73%

Total 4,569,769 6,038,368 76%

ADARA – January to June 2019 $202,248 Digital Spend = $11,142,389 Projected Revenue Projected ROI = 55:1

ADARA - FISHING TRAIL

Fishing Trail –Landing Page Performance

Fishing Trail –Landing Page Performance

Division Updates

• Black Friday Holiday Special – 25% off

• Gift shop revenue up 28.76% over FY19.

Travel Information Centers

Location YTD Comparison % ChangeFY19 FY20

Blackwell 57,297 71,883 25.46%Colbert 68,573 62,009 -9.57%Erick 62,546 46,071 -26.34%Miami 55,926 52,654 -5.85%Oklahoma City 32,775 32,103 -2.05%Sallisaw 87,748 84,427 -3.78%Thackerville 102,866 113,103 9.95%Midwest City 5,178 4,741 -8.44%Capitol 16,814 N/A N/A

Total 489,723 466,991 -4.64%

Stories Per Country Jul/Aug Sep/Oct

Chickasaw 4Choctaw 2 1Frontier 16 5Great Plains 3Green 7 10Red Carpet 2

Total Filmed at 49 locations to date.

• RFP for Sherman-Denison/Ardmore-Ada TV market• Special Veterans Day episode hosted by Lt. Governor

Consumer Shows Attendance Brochures

Red Hat Society Expo: Nashville, TN 1,500 1,140

Wing Ding Motorcycle Expo: Nashville, TN 8,100 3,335

Houston Ultimate Women's Expo: Houston, TX 14,611 2,250

Austin Ultimate Women's Expo: Austin, TX 13,892 2,259

Total 38,103 8,984

• Nov/Dec - Special Tulsa Issue

• Jan/Feb – Special Oklahoma City Issue

• New Oklahoma Today Podcast

September 2019

September 2018

From : Georgia DowneyEmail : [email protected] did you find TravelOK.com: Search EngineHave you vacationed in Oklahoma: No

Message: I recently requested travel information from Oklahoma and received the most amazing "box" of pamphlets and books. I have looked at everything that was sent and just want to express my thanks for such a great response to my request. I was just planning a quick trip from Texas, but am now wanting to add a couple of days to that trip. Thanks again!

Georgia

Current Projects:• Route 66 Digital Brochure – Spanish

• 2020 Outdoor Guide

• 2020 Travel Guide

• New Oklahoma Music Trail Site

• Rt. 66 Stakeholder Conference

• 2018 / 2019 Research

• New Warehouse

• Includes Land of No Boundaries & Road Trip messages

• Tactics include TrueView video, programmatic digital video, digital display and social media.

• Land of No Boundaries will include ”Topics” videos.

• Road Trip will be extended and run through programmatic digital video, in addition to the tactics that ran during the first flight.

Fall Digital Campaign –Inspiration Messages

• Includes what has historically been considered persona-based messages that were focused on specific interests. Expanding strategy to include travel motivations and interests that align with them.

• This approach will be tested with Foodies in Fall/Winter. Based on results, will replicate in Q1 across other important persona groups (grandparents, campers, golfers, etc.)

• Tactics include social and programmatic placements.

• Will include Fishing Trail campaign, specialty guides, topics and articles content that can be targeted to smaller audiences.

Fall Digital Campaign –Planning Messages

• New messaging strategy that focuses on a spectrum of claims, from large overarching statements to more specific Articles messaging. This will run as part of the Q1/Q2 flight.

• Tactics are still being researched, but are intended to reach travelers who might not have otherwise considered travel to and within the state.

• Will include existing “Articles” creatives that are more wide-reaching, such as Cozy Places, Instagrammable spots, etc. These will not be overly limited in targeting since they represent an appeal to a wide audience.

Fall Digital Campaign –Claims Messages