WASHINGTON, DC. Results Event Summary JANUARY 14-15, 2017 WASHINGTON CONVENTION CENTER

Transcription

1 WASHINGTON, DC JANUARY 14-15, 2017 WASHINGTON CONVENTION CENTER Results Event Summary NATIONAL MEDIA SPONSOR: OFFICIAL TRAVEL AGENCY PARTNER: 1000Tips BROADCAST SPONSOR: PHOTO BOOTH SPONSOR: PRODUCED BY: FIND US: /TravAdventure

2 2017 Washington, DC Travel & Adventure Show Event Summary Attendance Summary Event Summary: Washington, DC Travel & Adventure Show Date: January 14 & 15, 2017 Venue: Walter E Washington Convention Center Location: 801 Mt Vernon Place NW Washington, District of Columbia Halls: C - 111,651 sq. ft. Attendee Gender Total Attendance: 20,587 21,245 Travel Trade: 2,008 2,078 Travel Agents: Press: Household Income (HHI) 66% Earn Over $100,000 (3% Increase Over 2016) <$50k $50k - $75k $75k - $100k $100k - $150k $150k+ 6% 12% 16% 34% 32% 53% 47% Women Men Travel Expenditure Attendee Age 57% Spend Over $5,000 on Travel % in Peak Earning Years % % 30% 25% 25% 20% 20% 15% 15% 10% 10% 5% 5% <$2,000 $2k - $2.5k $2.5k - 5k $5k - $10k $10k+

3 Headline Speakers / Stages In 2017, the D.C. Travel & Adventure Show provided updated content, a new speaker lineup, and more actionable advice for attendees. At the Travel Theater, celebrity travel experts Peter Greenberg, Samantha Brown, Pauline Frommer, Patricia Schultz and Jack Maxwell covered 2017 travel trends, booking tips and tricks, as well as inspiration for the 800 seat theater s audience. At the Destination Theater, attendees received destination-specific advice during 14 intimate thirty-minute workshops. In addition to the Destination Theater, the Savvy Traveler Theater provided travel advice ranging from packing and technology tips, to maximizing reward and credit card points. From a cultural perspective, attendees were able to get a hands-on taste for exotic destinations at the Taste of Travel Theater, which featured local chefs from the metro area on hand to provide cooking demonstrations and samples of cultural cuisines. Opposite the Taste of Travel Theater was the Global Beats Stage, which featured 19 dance performances representing countries from around the globe. Keynote Speakers Included: Samantha Brown Travel Channel Host Peter Greenberg Emmy Award-Winning Investigative Reporter and Producer and CBS News Travel Editor In addition to meeting with our vendors, attendees engaged in activities such as: + Destination + Savvy Traveler Theater + Taste of Travel Theater + Global Beats Stage + Travel & Adventure Show World Photo Booth + Camel Rides + The Climbing Rock Wall + Segway Rides Jack Maxwell Host of Booze Traveler on Travel Channel Pauline Frommer Editorial Director of the Frommer Guides and Publisher of Frommers.com Patricia Schultz Bestselling Author, 1,000 Places to See Before You Die and 1,000 Places to See in the USA & Canada Before You Die

4 Promotion Summary In 2017, a multi-faceted, proven marketing campaign was utilized to ensure that the optimal demographic was reached in the D.C. Metro Area. All together, the campaign generated over 29.5 million impressions across 5 different mediums, a 9.5 million impression increase over Broadcast Television For the second year in a row, the D.C. event s Official Broadcast Partner was NBC, who provided Chef David Culver for a session on Cuba on the Destination Theater. This two-week campaign generated about 7.6 million impressions, while secondary buy FOX 5 hosted a new Travel Show sponsored Chef on Good Day DC for an additional 7.6 million impressions. For the first time, the marketing campaign used cable television, adding Comcast to the mix which ran over 2,500 ads on channels such as Travel Channel, FOX News, CNN, etc. to attract qualified consumers. Radio: Once again, WTOP, the #1 all-news station in the country, was the radio partner for the D.C. Travel & Adventure Show, running a three-week campaign generating 3 million impressions and adding additional contest promotion and digital support. Digital Campaign Between targeted direct mail campaigns, a revamped website capable of capturing new attendee information, a new booking vendor to extend reach into the D.C. market, as well as a 3 week Google optimized campaign, attendees were exposed to Travel & Adventure Show messaging across websites that target your demographic. Unparalleled Media Coverage With 4+ million impressions generated by extensive PR efforts, in-studio and on-site media coverage was at an all time high. With daily, week-of-show segments on FOX 5 s Good Morning DC as well as on-site coverage from ABC & News Channel 8, D.C. residents were getting an inside look at the event right before the show started, which contributed to a sharp increase in ticket sales days before the show.

5 Promotion Summary Continued FACEBOOK: Within 3 weeks leading up to, and including, the Washington D.C. event, The Travel & Adventure Show Facebook advertising campaign targeted Washington D.C area travelers, promoting event speakers, sponsors and exhibitors. These posts reached 365,000 users, while creating over 431,500 unique impressions, drawing more attention to the event. TWITTER: By engaging celebrity speakers, local and national bloggers and industry created over 45,000 impressions. The D.C. hashtag, #DCTravelShow, was used in over 380 posts by 170 users, reaching over 1,000,000 people and created 4,300,000 impressions. INSTAGRAM: The #DCTravelShow reaching over 75,000 D.C. area Instagram users and creating over 135,000 impressions. #DCTravelShow was used in over 150 posts throughout the weekend by DC Travel & Adventure Show attendees, resulting in over 3,000 likes and over 190 comments. The DC show was a complete success. The attendees were eager to learn about Currituck Outer Banks, NC and were so excited to enter for a chance to win a week stay on our amazing beaches. We can t wait for next year s show as the number of attendees increase with each year. Michele Ellis, PR Coordinator, Currituck County Travel & Tourism Department New Bern, NC has participated in the show two years in a row now, and will continue to each year. The attendees are always wonderful and so engaged and interested in what the vendors have to offer. The team organizing the show do a fantastic job and make the whole weekend seamless. Melissa Riggle, Tourism & Sales Executive, New Bern-Craven County Convention & Visitor Center

6 Join Us In These Markets SAN DIEGO JANUARY 13-14, 2018 WASHINGTON D.C. JANUARY 20-21, 2018 CHICAGO FEBRUARY 10-11, 2018 INTERESTED IN EXHIBITING/SPONSORING: P: E: NATIONAL MEDIA SPONSOR: PRODUCED BY: 1000 Travel Tips.com SF/BAY AREA FEBRUARY 17-18, 2018 LOS ANGELES FEBRUARY 24-25, 2018 PHILADELPHIA MARCH 10-11, 2018 DALLAS MARCH 17-18, 2018 DENVER MARCH 24-25, 2018 FIND US: /TravAdventure