August 7, Williamsburg Area Destination Marketing Committee

Transcription

1 August 7, 2017 Williamsburg Area Destination Marketing Committee

2 Welcome Agency Guests 2017 Campaign Update: Miles Media Percepture Travel Luckie & Co

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4 FUTURE-FOCUSED optimization VISIT WILLIAMSBURG 2017

5 Source: Google Analytics; 01/01 to 07/31 VisitWilliamsburg.com

6 VisitWilliamsburg.com Mobile Traffic Increase +38% Desktop Traffic Decrease -5% Tablet Traffic Decrease -16% Source: Google Analytics; 01/01 to 07/31

7 Optimization of consumer experience Forbes 2017 The Year of Voice Search

8 Optimization of consumer experience 55% of teens and 41% of adults use voice search more than once a day The Mobile Voice Study, Google

9 Early Tourism Implementations Optimization of consumer experience Alexa, ask Expedia

10 Optimization of consumer experience Rise of The Answer Engine

11 Rise of The Answer Engine Optimization of consumer experience As many as 40% of Google searches do not result in a site visit because the query is fulfilled within Google 40% Rand Fishkin, Moz MozCon June 2016

12 responding to change Schema Markup for Voice/Quick Answers

13 Q&A Thank you milespartnership.com

14 + Public Relations Highlights June/July 2017 M e d i a, I n f l u e n c e r s, C o n v e r s a t i o n a l i s t s 8/15/2017

15 Press Highlights Greater Williamsburg was featured in these outlets: Travel + Leisure (2 Stories) Fourth of July World s Best Awards Town & Country Online Coastal Living Washington Times WBAL Baltimore NBC (2 segments) June 25 July 9 KTLA / The Travel Mom - Emily Kaufman CBS Baltimore Online Also picked up by CBS New York, Atlanta and Minnesota Mommy s Block Party Communities Digital News 15

16 Press Highlights 16

17 Broadcast Segments 2016/ May: ABC DC/Let s Talk Live (Mead, Tasting Trail) October: CBS DC/Great Day Washington (Harvest, Fall Travel) November: The Jet Set/DC Talk Show (Original Thanksgiving, Tasting Trail, Fall Travel) November: CBS Richmond/VA This Morning (Harvest, Fall Travel) November: NBC TODAY Show, Fan of the Week giveaway (GW, CW) November: The Travel Bite/Radio (First Beer, Original Thanksgiving) 2017 February: CBS Richmond/VA This Morning (GW Culinary Scene) March: NBC DC (Spring Break Travel and Destination Overall/Karen Interview) March: ABC/DC (Spring Break Travel and Destination Overall/Karen Interview) April: ABC Norfolk (GW Culinary Scene, Summer Travel) May: CBS Norfolk/Coast Live (National Wine Day/GW Wines and Culinary Scene) May: ABC Good Morning Richmond (Summer Travel, Karen Interview) May: Rudy Maxa/National Broadcast (Destination Overall, Summer Travel, Karen Interview) June: NBC Baltimore (Summer Travel) July: NBC Baltimore (GW Culinary Scene) And it s still only August (when this was penned)... 17

18 Media + Consumer Communiqués Press Releases Summer has arrived, and Greater Williamsburg has so much to offer, you ll need the whole season (or year) to discover it all. Consumer Newsletters Greater Williamsburg Is THE Cure for Your Family s Vacation Deprivation A Healthy Dose of Summer Fun Awaits in Greater Williamsburg Williamsburg Named a Top 15 City in the United States 18

19 Content Created 20 new original content articles for Trip Ideas section on VisitWilliamsburg.com. Articles were then syndicated and placed on travel and lifestyle sites as Sponsored Articles or Stories Recommended For You driving 28.8M impressions and 41K clicks to the website. 19

20 Social Media 10.6K website clicks from Facebook and Instagram ads 115.7K engagements (likes, comments, shares, retweets, video views) +23% Instagram followers since Jan Freedom to Have Fun Freedom to Relax Freedom to Be Curious 20

21 Questions?

22 Campaign Update: Funologist

23 Media Highlights Sessions to the website from digital media is up With monthly optimizations, digital has seen a steady MoM increase in sessions by an average of 61% 21% 55% Negotiated added value has stretched the $1.5M budget by parents.com rank for referral traffic to the website #2 Results through July 2017 Source: AdSwerve, Google Analytics, Vendor Data For internal use only 2017 Luckie & Compan

24 Results through July 2017 Source: AdSwerve, Google Analytics, Vendor Data For internal use only 2017 Luckie & Compan

25 Media Flowchart For internal use only 2017 Luckie & Compan

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28 Creative Highlights For internal use only 2017 Luckie & Compan

29 Creative: Native For internal use only 2017 Luckie & Compan

30 Let s end the plague of vacation deprivation in ~The Family Funologist For internal use only 2017 Luckie & Compan

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