March TPAC Report 2019
Maintain focus on larger nearby markets within driving distance, especially Texas Highlight activities that attract younger visitors and larger spenders, particularly sports and recreation Entice older, more affluent visitors with the vast array of parks/beautiful scenery and Oklahoma s unique history/culture Increase in-state messaging to retain Oklahoma residents as travelers
Reports approximately 32-40% of estimated revenue (between hotel/airline partnerships and pixel measurements) Digital Media Spend: $466,077 Projected revenue generated by July to December Digital Campaign* $11,589,954 in tourism spending 25:1 ROI $915,606 in state and local tax revenue 2:1 ROI Formula based on state average tax rate of 7.9%, Longwoods average spend per night per visitor figure of $208.40, and 33% estimated Adara pixel/partnership measurements.*
2019 Spring Campaign
Spring Planning - Objectives Educate and attract potential travelers from surrounding key markets to take a trip to Oklahoma. Per TNS 2017, in-state visitors represent over a third (38%) of total visitors, while out-of-state travelers are predominantly from Texas (28%), followed by Arkansas (7%), Kansas (5%), and Missouri (4%). Amarillo Austin Dallas/Ft. Worth Ft. Smith/Fayetteville Kansas City Little Rock Oklahoma City San Antonio Sherman, TX Springfield Shreveport Tulsa Wichita Wichita Falls Increase travel and spending per traveler, year-over-year. Improve traveler ROI based on first-party research results.
Spring Planning Target Audience Age 25 and older TNS 2017 research showed the average age of an Oklahoma traveler was 48 with a medium HHI of $75,200. Skew toward females, typically the travel planners TNS 2017 research showed that 58% of Oklahoma travelers were female, and 64% were married. Promote activities that attract younger visitors and larger spenders TNS 2017 shows that sports/recreation, adventure, and sightseeing options are the most lucrative segments in terms of spending power.
DMA Reach % Spring Planning - Timing Cable / Hulu / TrueView Print Amarillo 83.0% Dallas 61.0% Ft Smith 83.0% Kansas City 92.0% Little Rock 54.0% Sherman 87.0% Springfield 53.0% Shreveport 43.0% Wichita 69.0% Wichita Falls 81.0% Digital
Spring Planning Approved Networks Cable Schedule Minimums Minimum 800 TRPs/primary market Minimum 10 frequency *Tiered markets based on Nielsen ratings and Simmons research for women 25-54. Approved Time Periods Mornings (M-F 5am-9am) Daytime (M-F 9am-6pm) Primetime (M-Sun 6pm-12pm) Weekends (Sat-Sun 10am-6pm)
Spring Planning Hulu & TrueView 1,300,000,000 people use YouTube 3.25 billion hours of video watched per month 65% of users are 25-54; 38% of users are female Watch time is up 60% year-over-year 23 million+ subscribers Median age is 32, average HHI $92K Market A25+ Hulu Mkt Penetration Amarillo DMA Package 18% Dallas-Fort Worth DMA Package 20% Fort Smith DMA Package 20% Kansas City DMA Package 31% Little Rock DMA Package 18% Sherman DMA Package 12% Springfield DMA Package 16% Shreveport DMA Package 13% Wichita DMA Package 22% Wichita Falls DMA Package 21% Oklahoma City DMA Package 17% Tulas DMA Package 15%
Spring Planning Markets Kansas City Wichita Springfield Amarillo Oklahoma City Tulsa Ft. Smith/ Fayetteville Wichita Falls Sherman Little Rock Dallas/ Ft. Worth Shreveport Austin 2019 Spring Market Clusters Cable/OTT/Digital Markets OTT/Digital-Only Markets San Antonio
Spring Digital Campaign Paid Search Guides Visitor Personas Outdoor Enthusiasts Family Memory Makers Bright Lights History & Heritage Adventure Seekers
Spring Print Campaign Placed 33 ads in-state, regionally, and nationally for a reach of 21,633,255.
Division Updates
New Brochures 2019 Travel Guide 2019 Outdoor Guide Motorcycle Brochure 2019/2020 State Map
2019 State Park Ads
Current Projects: 2019 Spring Campaign New Indian Country Brochure New Civil War Brochure New OK Today Website New Rhythm & Routes on TravelOK Oklahoma Fishing Trail Upcoming Projects: 2020 Travel Guide/Outdoor Guide 2020 Campaign 2018/2019 Research
TravelOK.com Metrics for FY19 to date: Page Views: 8,739,789 Visitor Sessions: 3,199,263 Unique Visitors: 2,357,424 Avg. Sessions/Day: 8,676
Sent out 348,386 brochures, up 48.42% YOY for a 21.29% increase in revenue. Developed Mega Menu Dropdowns TravelOK Trip Planner: Aug-Jan Total Users: 71,698 Total Sessions: 81,872 Page Views: 500,090 ios Downloads: 8,872 Android Downloads: 5,166
Attended 12 Consumer Shows to date with attendance of 1,004,803 and brochure distribution of 38,465. Participating in 4 Consumer Shows in March: Memphis Southern Women s Show NW Arkansas Home & Outdoor Living Show Kansas City Planet Comicon Dallas Travel & Adventure Show Attended Go West Summit and International Inbound Travel Association Conference 31 formal appointments. BlueCross / BlueShield Road Show, Apr 18 th - Tulsa KSOK has been included as one of seven trips for the 2019 Brand USA UK&IE MEGA FAM program. 100+ top-selling and most engaged travel agents from UK and Ireland will go on simultaneous FAM trips May 9-15.
Travel Information Centers YTD gift shop revenue is up 17.38% YTD visitation is up 2.36% Location YTD Comparison % Change FY18 FY19 Blackwell 130,852 126,620-3.23 Colbert 163,212 139,959-14.25 Erick 114,565 113,210-1.18 Miami 108,646 110,821 2.00 Oklahoma City 73,092 71,534-2.13 Sallisaw 187,600 176,492-5.92 Thackerville 170,727 230,921 35.26 Midwest City 12,364 10,636-13.98 Capitol 32,293 36,628 13.42 Total 993,351 1,016,821 2.36
Lt. Governor is co-hosting this week s episode. State Park Gift Certificates story helped generate a 20% increase YOY and a 58% increase since 2016. Black Friday and Christmas Eve offers for the TICs helped generate an 18% increase in sales for Nov and 6% increase for Dec. Stories Per Country Jul/Aug Sep/Oct Nov/Dec Jan/Feb Chickasaw 4 5 8 Choctaw 1 3 Frontier 11 12 18 5 Great Plains 3 3 4 Green 9 11 9 10 Red Carpet 5 2 2 Total Filmed at 125 locations throughout the state to date
Current issue features Food Challenges, Restaurants Worth the Drive, Best Places for Brunch, International Cuisine, & more! Stories Jul/Aug Sep/Oct Nov/Dec Jan/Feb Chickasaw 25 10 4 4 Choctaw 16 24 6 34 Frontier 36 15 30 34 Great Plains 8 12 5 10 Green 36 28 16 38 Red Carpet 6 17 7 7 Statewide 1 1 0 5 Total 442 Locations/Events/Activities mentioned in FY19