WADMC 2013 Strategy Recommendations

WADMC 2013 Strategy Recommendations

September 12 , 2012

WelcomeRobin Carson, General Manager,

Kingsmill Resort

Agenda

2012 Review

Results

2013 Strategies

Next Steps

Buying Demo: A25-54

30 6 13 21 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 Total TRPs Total Cost

New YorkAttraction Spot TVAttraction Spot CableWADMC Spot TV 100 96.8 97.8 97.6 52 53.6 53.6 38.2 60.2 39.8 59.6 40.4 57.4 58 905 578,094$ WADMC Spot Cable 24.2 24 24.4 22.2 22.2 22.2 20.4 20.8 21 20.8 222 178,538$ VTC Co-Op -Spot TV 49.4 50 43.4 44 45.4 40 39.8 41 37.8 391 251,451$ VTC Co-Op -Spot Cable 0 0 -$ Total GRPs 125 125 125 120 100 100 80 120 80 120 80 120 120 1,518 1,008,083$ PhiladelphiaAttraction Spot TVAttraction Spot CableWADMC Spot TV 100 103 99.8 99.8 63.4 59.4 44.4 40.4 63.2 40.4 59.6 59.6 61.8 50 945 224,723$ WADMC Spot Cable 25 25 25 20 20 20 20 20 20 20 215 67,167$ VTC Co-Op -Spot TV 26.4 19.8 38.6 43.2 41 48 39.2 25.4 37.8 36 355 85,357$ VTC Co-Op -Spot Cable 0 -$ Total GRPs 125 125 125 120 100 100 85 120 85 120 85 120 120 1,515 377,247$ Washington D.C.Attraction Spot TVAttraction Spot CableWADMC Spot TV 109 109 108 108 48.2 42 69.8 74.4 67.8 72.2 79 73.8 84.2 60.6 1,106 312,715$ WADMC Spot Cable 25.4 25.4 25.4 25.4 25.4 25.4 20.2 17.6 23 17 230 108,390$ VTC Co-Op -Spot TV 24 22.6 29.4 32.2 31.4 22.2 19 21.2 20.4 17.6 240 76,883$ VTC Co-Op -Spot Cable 5.2 4.8 4.8 5.2 20 10,776$ Total GRPs 135 135 135 135 95 95 125 100 125 90 125 90 125 80 1,596 508,764$ Raleigh-DurhamAttraction Spot TVAttraction Spot CableWADMC Spot TV 107 118 107 105 44.2 49.6 74 68 84.4 74 84.2 69 75.4 53 1,113 78,523$ WADMC Spot Cable 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 232 26,333$ VTC Co-Op -Spot TV 22.8 21.8 20.6 21.2 20.8 14.6 20.8 25.6 16.8 17.8 203 16,082$ VTC Co-Op -Spot Cable 5 5 5 5 20 2,094$ Total GRPs 135 135 135 135 90 90 125 90 125 90 125 90 125 70 1,567 123,032$

1,574,483$ 442,643$

2,017,126$ 24,755$

WADMC Total:

Savings:Grand Total:

LOCAL TV

June July August February March April May

VTC Co-Op Total:

Results!

58 Top-tier feature placements

80,198,637 consumer impressions

17,414,900 references to www.VisitWilliamsburg.com

54% increase in web visits

Over $2.0M in booking engine revenue during first 8 months

25% increase in booking revenue

Creative & MediaSally McConnell, Director Brand

Strategy & Marketing Communications,The Colonial

Williamsburg Foundation

What we measure

How the advertising performed (ad -generated awareness)

How we’re reaching the target audience (what media they use)

Are they planning to visit (intent to visit)

Who we target and where they live

Gen X family travelers with an emphasis on Mom as the primary vacation planner

Key DMA’s: New York Philadelphia Washington, DC Raleigh -Durham

Post- advertising study

Annual online survey of 1,000 family travelers (25 plus with children) in key DMA’s

Survey is conducted after the television campaign is done—June 11-16

Margin of error is 3% in 95 out of 100 cases; 6.2% by market in 95 out of 100 cases

Firm is Edelman/Berland, formerly Strategy One

On a scale from 0 to 10, where “0” is not at all interested and “10” is very interested, how interested are you in a family vacation in the Williamsburg area?

2009 2010 2011 2012

5.5 5.8 6.2

8.5

Interest levels have undergone their largest one-year increase to date

Interest in visiting Williamsburg for a family vacation is at an all-time high

How likely are you to visit the Williamsburg, Virginia area for a family vacation in the next 12 months? [2009: six months]

2009 2010 2011 20126% 12% 7% 10%21%

36%31% 33%

37%

34%44% 37%

36%18% 18% 20%

Total Likely: 27%

Total Likely: 48%

Total Likely: 38%

Total Likely: 43%

Most Likely to Visit Williamsburg

Ranked by % very likelyRecently visited Williamsburg 32%

Recall Williamsburg ad 18%

Income <$50,000 14%

Likelihood of traveling to Williamsburg has rebounded from last year’s dip

Where do you recall seeing the advertisement for Williamsburg, Virginia? Please select all that apply. [Results among respondents who recall Williamsburg advertising; N=281]

2009 2010 2011 2012

TelevisionOnlineMagazinesBrochuresNewspapers

Television is the most cited source of Williamsburg advertising

Which is your preferred method of booking travel and hotel accommodations when planning a family vacation?

79%online

13%call

destination

6%travel agent

1%smart phone

Online is the preferred booking method

On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281]

2009 2010 2011 2012

6.3 6.3 6.7 6.3

Average Ad-Generated Interest

WADMC advertising-generated interest in visiting Williamsburg declined slightly.

Scorecard2012 Goal

2012 Actual

% Change

Ad Spending (MM’s)

$3.15M

$3.15M flat

Ad Generated Interest

6.7 6.3 -.4%

Intent to Visit 38% 43% +5%

Av. Daily Web Visits

3,300 4,747 +30%Spend does not include admin.

Keys to 2012 Media & Creative Success

The message reached its target

Digital worked hard to deliver bookings

Television is the most cited source of Williamsburg advertising

Challenges

On a 0 to 10 scale, with 0 being no interest at all, and 10 being a great deal of interest, how much interest in visiting the Williamsburg area did the advertisement generate for you? [Results among respondents who recall Williamsburg advertising; N=281]

2009 2010 2011 2012

6.3 6.3 6.7 6.3

Average Ad-Generated Interest

WADMC advertising-generated interest in visiting Williamsburg declined slightly to last year which may due to creative fatigue.

Flat budget means less buying power

$0.00

$500.00

$1,000.00

$1,500.00

$2,000.00

$2,500.00

$3,000.00

$3,500.00201

2201

1

$3.15 million

$2.88 million

9% decrease

Creative fatigue and a flat budget means the campaign has to work harder next year.

• Assume a level budget for creative and media

• Create a new 30 sec. spot

• Add new footage from the major attractions

• Create a new script, new voice-over, new message and new music

Buying Demo: A25-54

30 6 13 21 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 Total TRPs Total Cost

New YorkAttraction Spot TVAttraction Spot CableWADMC Spot TV 100 96.8 97.8 97.6 52 53.6 53.6 38.2 60.2 39.8 59.6 40.4 57.4 58 905 578,094$ WADMC Spot Cable 24.2 24 24.4 22.2 22.2 22.2 20.4 20.8 21 20.8 222 178,538$ VTC Co-Op -Spot TV 49.4 50 43.4 44 45.4 40 39.8 41 37.8 391 251,451$ VTC Co-Op -Spot Cable 0 0 -$ Total GRPs 125 125 125 120 100 100 80 120 80 120 80 120 120 1,518 1,008,083$ PhiladelphiaAttraction Spot TVAttraction Spot CableWADMC Spot TV 100 103 99.8 99.8 63.4 59.4 44.4 40.4 63.2 40.4 59.6 59.6 61.8 50 945 224,723$ WADMC Spot Cable 25 25 25 20 20 20 20 20 20 20 215 67,167$ VTC Co-Op -Spot TV 26.4 19.8 38.6 43.2 41 48 39.2 25.4 37.8 36 355 85,357$ VTC Co-Op -Spot Cable 0 -$ Total GRPs 125 125 125 120 100 100 85 120 85 120 85 120 120 1,515 377,247$ Washington D.C.Attraction Spot TVAttraction Spot CableWADMC Spot TV 109 109 108 108 48.2 42 69.8 74.4 67.8 72.2 79 73.8 84.2 60.6 1,106 312,715$ WADMC Spot Cable 25.4 25.4 25.4 25.4 25.4 25.4 20.2 17.6 23 17 230 108,390$ VTC Co-Op -Spot TV 24 22.6 29.4 32.2 31.4 22.2 19 21.2 20.4 17.6 240 76,883$ VTC Co-Op -Spot Cable 5.2 4.8 4.8 5.2 20 10,776$ Total GRPs 135 135 135 135 95 95 125 100 125 90 125 90 125 80 1,596 508,764$ Raleigh-DurhamAttraction Spot TVAttraction Spot CableWADMC Spot TV 107 118 107 105 44.2 49.6 74 68 84.4 74 84.2 69 75.4 53 1,113 78,523$ WADMC Spot Cable 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 23.2 232 26,333$ VTC Co-Op -Spot TV 22.8 21.8 20.6 21.2 20.8 14.6 20.8 25.6 16.8 17.8 203 16,082$ VTC Co-Op -Spot Cable 5 5 5 5 20 2,094$ Total GRPs 135 135 135 135 90 90 125 90 125 90 125 90 125 70 1,567 123,032$

1,574,483$ 442,643$

2,017,126$ 24,755$

WADMC Total:

Savings:Grand Total:

LOCAL TV

June July August February March April May

VTC Co-Op Total:

Website Content and Booking

EngineSusan Bak, Senior Director of

Marketing & Retail Operations Jamestown-Yorktown Foundation

The Keys to 2012 Web Content Success

Improved/updated website contentImproved functionality/supported advertising creativeInspired consideration of area and repeat visitation

Improved website management

The Keys to Booking Engine Success

Provided highly-functional booking engine

Ensured fully trained reservations staff

Public RelationsPriscilla Caldwell, Executive

Director, Williamsburg Hotel/Motel Association

The Keys to 2012 PR Success

Refocused efforts towards high circulation national mediaWebsite call to action ubiquitousTargeted broadcast outlets

2013 Recommended

StrategiesRobin Carson, EVP & Managing

Director, Kingsmill Resort

2013 Creative & Media Strategy: Building on the Success of 2012• Target media & communications to Gen X families

with a focus on Mom, the family vacation decision maker

• Align media with spring break planning window

• Extend the media buy as long as possible

• Align media purchase with the major attraction plans

2013 Web Content Strategy: Building on 2012 Success• Merge visitwilliamsburg.com with

explorewilliamsburg.com

• Develop compelling content

• Enhance website performance through optimization

• Ensure highly-functional booking engine and trained staff

2013 PR Strategy: Building on the Success of 2012

• Survey the media to shape key messages

• Produce Washington, DC media event

• Secure feature articles

• Target promotional broadcast opportunities

Next Steps

• Agreement to move forward with 2013 Strategies

• MRTF will present 2013 budget & marketing plan December 10