MARKETING OPPORTUNITIES OFFICIAL STATE TRAVEL GUIDE OFFICIAL STATE VISITOR S MAP

Transcription

1 MARKETING OPPORTUNITIES OFFICIAL STATE TRAVEL GUIDE OFFICIAL STATE VISITOR S MAP

2 TOURISM IS BIG BUSINESS TO ARIZONA ANNUAL VISITATION 43.8 MILLION $22.7 BILLION SPENT IN STATE TOP 6 U.S. MARKETS 1. Arizona 2. California 3. Texas 4. Colorado 5. Illinois 6. New York TOP 5 INTERNATIONAL MARKETS 1. Mexico 2. Canada 3. Germany 4. United Kingdom 5. France 38.3 MILLION DOMESTIC OVERNIGHT VISITORS DEMOGRAPHIC PROFILE NON-RESIDENT RESIDENT 72% Share 28% 4.3 Nights Stayed in AZ Party Size %/43% Gender (male/female) 46%/54% 44.6 Average Age MILLION INTERNATIONAL VISITORS Shopping: 33% National/State Park: 23% Fine Dining: 22% Landmark/Historic Site: 20% Top Activities Shopping: 28% Hiking/Backpacking: 17% National/State Park: 14% Fine Dining: 14% 2

3 % Summer travel expectations high JUL 15 annually. 9.0% LESS SAME MORE JUL 15 LESS SAME MORE page 1 THE HYPER INFORMED TRAVELER The 2018 U.S. traveler is more informed and uses more media and sources of information than ever before in the history of travel. That s why Miles funds independent research bi-annually to help our clients make the most of their marketing dollars. Sign up for our to stay informed. MULTI-MEDIA: With such a complex planning landscape, integrated, multi-media advertising is critical. 54% PRINT Highest since % PRINT Offer free Wi-Fi to encourage sharing 46% REVIEWS & USER GENERATED CONTENT Manage your reputation 31% DMO WEBSITE Uses 38+ sites 34% TABLET Only 9% use apps 58% MOBILE Build a responsive site DID YOU KNOW? Mobile users are 58% more likely to use print. Print usage is the highest since Millennials are more likely than any other age group to use both DMO websites and magazine during trip-planning. UNDERSTAND YOUR AUDIENCE; BECOME A TOURISM- MARKETING EXPERT GET THE RESEARCH AND WHITE PAPERS! STATE OF THE AMERICAN TRAVELER RESEARCH Quarterly State of the American Traveler Research Topics: Content, Mobile, Innovation New Technologies & Generations. Generational Planning Information Inside 23% Intl. 16.6% American Travel Expectations Soar Expectations for near-term leisure travel are soaring, and may have reached an all-time high. In our most recent The State of the American Traveler TM survey, more than a third (34.3%) of Americans say they expect to increase the number of leisure trips they will take in the upcoming year (compared to last year). This is up from 31.1 percent last January and significantly above levels seen in previous summer waves of the survey. (continued on page 2) Q: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12 month period? 55.9% 27.5% 11.9% 53.8% 34.2% 11.9% 57.9% 30.2% JUL 12 JAN 13 JUL 13 JAN 14 JUL 14 JAN 15 Leisure Travel Basics 10.8% 56.9% 32.3% Americans took an average of 4.2 leisure trips last year. Here are some highlights of how they traveled. 47% Day 47% of all trips were day trips, with no overnight stay. Yet nearly half of travelers (48%) only took overnight trips. 23% of American travelers traveled abroad for leisure reasons last year, averaging 2.0 trips to foreign destinations. THE STATE OF THE AMERICAN TRAVELER July 2015 Volume 18 15% Budget over 5K 10.6% 60.2% 29.2% 28% Plane 59.0% 31.1% 56.7% 34.3% 28% of all trips included air travel. However, more than half (50%) of American travelers did not fly for leisure trips during the year. 15% of Americans say they could budget $5,000 or more for leisure travel this year. The average traveler said they could budget as much as $3,216 for leisure travel Destination Analysts, Inc. July % Five or More 19.4% 53.7% 26.9% 14.8% 51.7% 33.4% 14.5% 54.4% 31.1% JUL 12 JAN 13 JUL 13 JAN 14 JUL 14 JAN % SNAP SHOT Americans planning to increase leisure travel spending in the next 12 months 53.8% 32.5% 13.2% 55.3% 31.5% 11.2% 56.7% 32.1% Spending expectations soar 11.2% 35% Q: In the next 12 months, do you expect to spend more or less for leisure travel than you did in the most recent 12 month period? 80% Car 80% of all leisure trips were by car. Car continues to be king in the American travel landscape, with 86% of travelers taking at least one road trip annually. 26% of Americans took five or more leisure trips in the past year. Sadly, about the same proportion (24%) only took one trip. Sponsored By 53.8% 35.0% Miles creates an array of free tourism-marketing whitepapers, all geared toward helping you to create and track effective tourism-marketing campaigns. (Download the top essential whitepapers at: 3

4 ARIZONA OFFICIAL STATE VISITOR S GUIDE AOT s official inquiry fulfillment pieces are sent to travelers planning Arizona vacations and are also widely available upon arrival at visitor s centers across the State. The digital edition on VisitArizona.com offers you even more visibility. The guide s award-winning magazine format addresses the needs of modern readers, who increasingly look to print for inspiration rather than reference material. BREAK DATE JUNE 2019 CIRCULATION 400,000 PRINTED COPIES + DIGITAL GUIDE + IPAD APP DISTRIBUTION 60% AZ Visitor Centers/CVBs, Tucson & Phoenix Airports THE GRAND CANYON STATE Your ad in the digital guide links directly to your website OFFICIAL STATE VISITOR S GUIDE HISTORIC LODGING GEMS TREK THE ARIZONA TRAIL A ROUTE 66 ROAD TRIP COMPLIMENTARY COPY AN A TO Z GUIDE TO AMERICAN INDIAN TRIBAL LANDS Sites for Science Off-Road Adventures Regional Activities Annual Events Maps VISITARIZONA.COM 21% Direct mailings to consumers by request 14% Travel shows, direct mailing & international distribution 5% Events & Sponsorships 4

5 RATES DISPLAY ADS AD SIZE Inside Front Cover Page 1 Table of Contents Inside Back Cover Full Page Half Page Quarter Page NET RATES $14,500 $14,500 $13,920 $13,920 $11,600 $7,540 $4,350 Full Page Ad LISTINGS TYPE Basic Listing Additional Basic Listing Enhanced Listing Additional Enhanced Listing NET RATES $400 $200 $600 $300 One free Basic Listing with Display Ad purchase. Basic Listing includes: Business Name, Phone Number, Street Address & Website Enhanced Listing includes: Business Name, Phone Number, Street Address, Website, 100 character description (including spaces) Half Page Ad Listings Page See ad on page 65. p Willcox Wine Country Willcox 1500 N. Circle I Rd., (800) or (529) , willcoxwinecountry.org Welcome to Willcox Wine Country, home to nine tasting rooms. Willcox AVA grows 3 4 of Arizona s wine grapes. Enjoy great wine. DINING 5

6 ARIZONA OFFICIAL STATE VISITOR S MAP The Official State Visitor s Map is the constant companion of travelers who request it from AOT or pick it up at an Arizona visitor center or CVB. TYPE Panel* Interior 1/2 Panel Travel Services Listing MAP NET RATES $14,975 $8,490 $635 CIRCULATION 400,000 PRINTED COPIES DISTRIBUTION *Panels are 1/3 the height and 1/6 the width of the map Travel Services Listing includes: Business Name, Phone Number, Street Address & Website 50% AZ Visitor Centers/CVBs Panel Interior 1/2 Panel Travel Services Listings 21% Travel shows, direct mailing & international distribution 19% Direct mailings to consumers by request 5% Events & Sponsorships Map 6

7 TO PARTICIPATE IN THE PROGRAM CONTACT: LISA SATURDAY Account Executive