THE MARKETOUR
A MARKETING GUIDE FROM THE WISCONSIN DEPARTMENT OF TOURISM
December 2002-January 2003
In this issue:
- Media Trips - Reaping The Rewards of a Third-party Endorsement
- Travel Tracker: 2001 Domestic Travel - Travel Party Composition and Behavior
- PR'S Greatest Hits
- Web Tips
- Media Leads
- 10-second Writing Clinic
Media Trips - Reaping The Rewards of a Third-party Endorsement
Encouraging journalists to visit Wisconsin and experience travel offerings firsthand is an important approach to gaining more media coverage. Research shows that consumers rate travel stories as an extremely influential source of travel-planning information and that the power of a third-party endorsement by the media exceeds what advertising can do alone. For example, in the Department's market awareness study of Chicago and the Twin Cities, respondents have repeatedly mentioned newspaper and magazine articles more frequently than advertising as sources to plan their Wisconsin vacations. The most current wave of this study, a random sample telephone survey conducted in July 2002, found that newspaper and magazine articles were cited 13.9 percent of the time by those who had traveled to Wisconsin over the past three years as a source used for planning their trips, while advertising was mentioned 6.4 percent of the time.
To encourage media to visit the state, the Department relies on collaboration with the tourism industry. Often, travel media seek donated or reduced-rate lodging, meals or attraction tickets, although some major media outlets have established policies against accepting such perks. Regardless, the media appreciates contacts who are helpful and accommodating prior to and during a trip.
What are the benefits of hosting a journalist? According to Tom Lyons, Marketing Director of the Door County Chamber of Commerce, press trips can be a very cost-effective way to gain publicity.
"For the trade-out costs of rooms and meals, you can get hundreds of thousands of dollars in exposure," Lyons said. "A press trip can be a tremendous way to leverage your budget."
By participating in a media trip, a destination or property may be able to get exposure in a market that they don't have the budget to establish an advertising presence. Lyons cited an overseas market as one example of an audience for which Door County doesn't have a substantial advertising budget but has been able to reach via media trips.
Donna Justin, owner of Justin Trails in Sparta, agreed that media trips are a worthwhile investment. She noted that often she couldn't afford to purchase the amount of space that a publication devotes to a major travel article, so hosting media members has enabled her to stretch her marketing budget. After a full-page article on the front of a daily newspaper's travel section, Justin reaped thousands of dollars worth of business from new clientele. She added that calls may come in weeks and months after an article runs, since potential customers clip articles and save them for future travel planning.
Organizations who've been contacted by a freelance writer or media outlet that isn't immediately recognizable may want to do some background research before providing services at no charge. The Web can be a great research tool for finding information about a particular writer or media outlet. Requesting a copy of a publication, samples of published or aired work or a letter from the media outlet that has agreed to run the story are also standard ways to confirm the legitimacy of a media member.
Once a media member arrives, making the most of the situation means being willing and available to help without becoming too intrusive. Lyons noted that sometimes he facilitates a tour or outing for the media and accompanies them, particularly those from overseas; yet when media contacts prefer to explore the area on their own, he takes a more hands-off approach. Offering written background information that is tailored to their interests can also be helpful. And, making yourself easy to contact is always a good idea.
Helping the media with lodging, meals and/or attraction tickets involves "putting your best foot forward." While spreading publicity opportunities among the many tourism businesses in Door County, Lyons refers media only to places that he is confident will provide excellent experiences, asking them to be "an ambassador" on behalf of the entire destination. Justin also works to promote other high-quality tourist offerings in her area, often suggesting a local restaurant that she's certain the media will find enjoyable and worthy of mention.
At times, working with the media can be challenging, given tight deadlines and last-minute scheduling changes. "You just have to grin and bare it," Lyons said. "It's the nature of the business."
Justin said that she tries not to get frustrated and always treats the media as a valued customer. "I try to give them the best that I have available," she said, mindful of the end result. "It always pays to be generous."
Both Lyons and Justin stressed the importance of maintaining ongoing contact with media who have traveled to their areas. Lyons keeps in touch with those who have come to Door County in the past and updates them on what's new in the area. His efforts have garnered repeat trips from media contacts over a period of several years. Justin sends yearly mailings to media contacts, keeping them apprised of enhancements to her property. She has reaped repeat coverage from free-lancers who have mentioned her property in stories done for different media outlets.
"Ongoing relationships with the media are absolutely key," Lyons said. "Once you get a media contact, keep in touch with them. They'll often come back."
Travel Tracker:
Travel Party Composition and Behaviors
According to the Travel Industry of America's Domestic Travel Report, 2002 Edition, domestic travelers can be classified into three segments: adults traveling alone or with someone outside their household; multiple adult groups; and adults with children. Of these, the "adults alone" group made up the largest proportion of travelers at 45 percent, followed by "multiple adults" at 32 percent and "adults with children" at 23 percent. While these groups share many travel habits, there are clear differences.
Adults Traveling Alone
"Adults alone" were the least likely to be traveling in their own state (40 percent); the least likely to be traveling for leisure (51 percent); the most likely to stay in a hotel, motel or B&B (60 percent) and the least likely to be married (50 percent). Predictably, adults traveling alone were far more likely to be on business/convention travel and twice as likely to travel by air (33 percent).
Adults With Children
Conversely, "adults with children" were the most likely to be traveling for leisure (87 percent), in their own state (51 percent) and by car (81 percent). Adults traveling with children were the least likely group to stay in a hotel, motel or B&B (42 percent) and their average age and income is the lowest of the three groups. Naturally, summer was the most popular season for adults with children to travel.
Multiple Adults Traveling Together
The "multiple adults" group was the oldest, most demographically upscale and had the highest average trip expenditure of $509. Although most were married, 82 percent reported having no children in the household, and a quarter were retired. They traveled for leisure almost as often as the "adults with children" group (81 percent) but were more similar to the "adults alone" group in their lodging choices (56 percent stayed in a motel, hotel or B&B). Although the group is described as "multiple adults," 87 percent of the travel parties included only two adults.
All three travel party segments share similar habits such as trip duration, the likelihood of owning a personal computer or cellular phone, home ownership, and affluence.
For more additional findings from TIA's Domestic Travel Report, 2002 Edition, contact Sue Hamilton at 266-6792 or shamilton@travelwisconsin.com. The Travel Tracker is available as a monthly electronic bulletin or online at http://agency.travelwisconsin.com/Research/research.shtm.
PR'S Greatest Hits
Few things match the splendor of Wisconsin's stunning fall color show. The seasonal tapestry of crimson, bronze and yellow recently attracted coverage from both local and national media.
Southern Wisconsin's fall color spectacular took center stage as Woman's World magazine visited the state in the October article "Autumn Beauty in Southern Wisconsin." The spread featured fall hot spots including the Dane County Farmers' Market, Taliesin, Mid-Continent Railway and the Milwaukee Art Museum and was punctuated by brilliant fall color photography.
Freelancers Jim Umhoefer and Don Davenport hit the trails for a pair of Chicago Tribune fall color articles. Umhoefer took to the winding roads and scenic hiking trails along the Great River Road, which included stops at the Upper Mississippi River National Wildlife Refuge, Perrot State Park and the river's collection of lock and dams. Meanwhile, Davenport was taking readers on a journey to the spectacular bluff-top vistas of Devil's Lake State Park.
Web Tips
360º PANORAMIC PHOTOGRAPHY
If a picture is worth a thousand words, then a 360-degree rotating picture must be worth a million. The advent of 360-degree digital images has created a powerful new tool to help destinations market themselves to Web surfers, offering a first-person view of scenic outlooks, accommodations and more.
360-degree panoramic (or "virtual reality") images can be created in several ways. One of the most popular is the IPIX system. IPIX offers a relatively simple, all-in-one package that includes patented software and a special 360-degree by 360-degree fish-eye lens. A common feature of real estate Web sites, IPIX is easy to work with and has obvious appeal for locations with a compelling vertical visual aspect, such as the interior of the Wisconsin Capitol Rotunda. However, some viewers find the fish-eye effect disconcerting. Also, access to the necessary software is via an electronic "key," which needs to be repurchased each time an image is created.
Panoramic images can also be generated from non-digital, 35mm photography, shot either in a sequence of photos or by a special 180-degree panoramic camera. In both cases, the shots are digitized and then electronically "stitched" together, allowing viewers to rotate these images full circle along the horizon. Complete 360-degree by 360-degree images can also be created, as can partial panoramas (less than 360 degrees). Although it requires more technological savvy than IPIX, this method allows for extremely sharp, high-resolution panoramic images without the fish-eye effect. It also allows Webmasters to save bandwidth on images that don't require a full 360-degree by 360-degree representation and offers more authoring software and better media integration.
With either method, Webmasters should keep end-user software compatibility in mind. Digitized and stitched conventional panoramic photography is viewed using a Java-enabled browser or Apple's Quicktime. While both are standard on most computers, downloading may be required in some cases. IPIX images are viewed on IPIX software, which typically requires a quick one-time download.
Media Leads
Mary Bergin, former features editor of The Capital Times, is establishing a new weekly travel column for Wisconsin newspapers. Emphasis will be on in-state destinations, issues and events. Send your info to mfi@charter.net or Midwest Features, P.O. Box 259623, Madison, WI 53725. No e-mail attachments, please.
Woman's Day, the highly successful monthly magazine geared towards young mothers, is looking for suggestions for family-friendly destinations throughout the year. Information can be sent to the assistant travel editor, Carilyn Wira, at 1633 Broadway, New York, NY 10019 or via e-mail at womansday@hfmus.com.
10-second Writing Clinic
Capitalization of Seasons
Always lowercase spring, summer, fall and winter and derivatives such as summertime unless the reference to the season is part of a formal name.
Examples:
Business was booming in the summer of 2000. The increase in our winter 2003 rates will reflect the new amenities. Wisconsin's springtime melt creates ideal conditions for whitewater rafting.
She requested additional copies of the Wisconsin Spring Sampler. With the spectacular weather, Wisconsin's 2002 Fall Harvest Celebration was a smashing success.
