Destination DC Plansbook by Keri Speer

Destination DC

Plansbook

Destination DC Plansbook

David Coutoumanos

Laura Greene

Account Executive, Media Planner

Designer, Copywriter

Alex Huffman Media Planner, PR

Keri Speer Designer, Copywriter

Alex Reynolds Designer, Copywriter

Table of Contents Executive Summary: ...................................................... 3 Situation Analysis: ...................................................... 4 Company Analysis: .............................................4 Primary Research: ............................................. 6 Consumer Analysis: ........................................... 8 Market Analysis: ................................................ 10 Product Analysis: ............................................. 12 Competitive Analysis: ........................................13 SWOT Analysis: .................................................... 16 target & Objectives: ................................................... 18 Creative strategy: ........................................................ 19 Media plan & Budget: .................................................. 20 Media calender: ............................................................. 22 College newspapers: ....................................................23 outdoor: ........................................................................ 25 Radio: .............................................................................. 27 Online: ..............................................................................30 Direct marketing: ......................................................... 31 Public relations: .......................................................... 33 Sales promotions: ....................................................... 36 Social media plan: ........................................................ 37 transit: ........................................................................... 40 Nontraditional: ........................................................... 42 Works Cited: .................................................................. 43

Executive Summary Client: Destination DC Marketing Objective: To increase tourist spending in Washington D.C. by 3% (from $6.3

billion to $6.5 billion) in the months from April – August 2015, by driving overnight visits and general spending throughout the district. To increase young adult spending by 30% in the restaurant and adult entertainment sectors from April 1 – August 31, 2015 among tourists in the associated market segments.

Communication Objective: To intensify the image of DC in the minds of tourists as a unique, vibrant city for the young adventure-seeking adult.

Target Audience: The campaign’s target audience is composed of 20-30 year olds residing in the DC, Baltimore, New York City, Boston, and Philadelphia markets.

Budget: $300,000 Campaign Period: April 1 - August 31, 2015 Creative Strategy: Because of DC Cool’s younger target demographic, the advertising will exemplify DC Cool’s young and fun vibe by relating new meanings to iconic DC documents, sayings, and political terminology.

Media Strategy: mediums of internet, outdoor, transit, newspapers, radio and social media. Media purchases ensure the target will be creatively and effectively reached according to their interest and desire to travel. Traditional and non-traditional media selections, combined with direct marketing, and public relations tactics will work together to reach the target audience.

Company Analysis Destination d.c. Formed in 1931, the Washington, D.C. Convention and Visitor’s Association was established as the city’s bureau for enticing guests and convention goers. In 2001, the Washington, D.C. Convention and Visitor’s Association merged with the D.C. Committee to Promote Washington (a similar organization), to form the Washington, D.C. Convention and Tourism Corporation (WCTC). In 2008, the unique qualities. Destination D.C. is Washington’s leader in attracting the tourism and convention sector. Destination D.C. is funded partially by membership dues from over 850 partners. Funding also comes from a percentage of Washington D.C.’s hotel occupancy tax, which makes putting “heads in beds” very important for the organization. Destination D.C. is a sister company million square foot convention center. Destination D.C.’s main purpose is to generate revenue for the city by marketing Washington D.C. as a tourism and convention destination. In 2011, visitor spending exceeded $6 billion, which accounted for $662 million in tax income. That same year, D.C. brought in a record-breaking 17.9 million visitors. Destination D.C. is a client of MDB Communications, a full-service creative and branding agency located in Washington D.C. MDB serves a wide array of clients including the Spy Museum, The Washington Examiner, National Geographic, and others.

Company Analysis Social media Destination D.C. is very active on social media and has a large following of 310,000 on Facebook, 54,000 on Twitter, and other followers on YouTube and Pinterest. The Washington. org website is very interactive and is an excellent resource for any traveler. However, our target demographic would probably respond better to the DC Cool website.

Date Nights D.C. Currently, Destination D.C. is in the middle of a “Date Nights D.C.” campaign. They partnered with hotels, restaurants, attractions, and tours to give discounts to couples that visit Washington D.C. as a romantic destination. For example, a couple can receive a free appetizer when they buy two tickets to a show at Gypsy Sally’s, a popular local restaurant. The campaign is targeted to visitors within a 200 mile radius of the city. featuring a logo focusing on “Washington D.C.” rather than “Destination D.C.” The city is the focal point of everything they do. The company does a by offering special discounts to travelers. The website is a great tool for any visitor, and the DC Cool site is an excellent resource for our demographic. Getting “heads in beds” is important because the hotel tax Destination D.C.’s parent company, Events D.C., runs many of the surrounding venues, which could open the door for music festivals and other events at low rates. Advertising has been print heavy in the past, but the company is looking to reach further into digital and other forms of media.

PRIMARY RESEARCH Weekend trips Most of these millennials reported going on weekend trips once or multiple times per month. their city once a month. About half of the respondents said they are willing to drive 4-5 hours to their destination, and 32% said they would drive over 5 hours. 59% said they are only willing to spend 83% are willing to drive over $100-$299 on a weekend trip and 36% said they 4 hours for a weekend trip. would spend $300-$599. Only 5% of those surveyed reported willing to spend over $600.

Reason for travel The reasons these millennials go on vacation varies: 45% said they would most likely a sporting or musical event. When choosing a city destination, these millennials consider second most important consideration. While historical/educational sightseeing was reported least important when choosing a destination, most consider it appealing to visit historical landmarks and monuments while vacationing. The main thing preventing these millennials from traveling is cost, with 75% reporting it as their biggest concern. Another 20% said they donâ&#x20AC;&#x2122;t usually have the time to travel.

Lodging, Transport & Dining The most popular places to stay when traveling in the U.S. are chain hotels (44%) or a friend or family memberâ&#x20AC;&#x2122;s place (36%). Most respondents reported cost as the most important consideration when planning where to stay. The least important consideration was proximity to nightlife, which ranked less than proximity to day-time activities. When staying in another city, 44% say they are somewhat likely to use the cityâ&#x20AC;&#x2122;s public transportation, and 39% are very likely. Most prefer to dine at casual, local restaurants (64%), rather than chain or fast-food places. Another 30% prefer nice, sit-down restaurants.

PRIMARY RESEARCH Research & Planning When it comes to gathering information and planning their trips, these millennials ask friends and family most. They also reported looking at social media and travel blogs for information. Only 17% listed Yelp and TripAdvisor as sources for information. Most respondents said they have a favorite travel destination, but like to visit new places. They look

Survey Question: What sources do you use to get information & plan your trips? (Check all that apply) 237 Friends

100 Blogs

215 Family

130 Social Media 54 Yelp

90 Trip Advisor

26 Blogs

Return visitors Of the survey participants, 33% had never been to Washington, D.C., 33% had been once, 11% had been twice, and 23% three or more times. Most (58%) perceive D.C. as somewhat affordable. However, 35% consider is to be pushing their budget or completely unaffordable. Of those that had visited D.C., 24% last visited when they were 18 or older. 17% visited in high school, 15% in middle school and 11% in elementary school or younger. Most (47%) reported having a great time in D.C. and would love to visit again. 33% said they would visit again, but would want to see a new side of the city.

Consumer Analysis The Millennial Information Search The “millennial” generation is the fastest growing consumer segment in travel. One important characteristic of these young consumers is their desire and expectation access information on hotels, transportation and other travel concerns. Because of this, they use search engines, social media and apps like Yelp, TripAdvisor, etc. to compare options quickly and easily. 69% of millennials say computer and internet technology helps them plan how to spend their leisure time. Therefore, advertising online and on social media ideas for travel. Hotels and venues that post “teaser” photos of upcoming events have had success attracting these consumers through social media. Millennials typically check 10.2 sources before booking hotels and making other travel plans, including in-the-moment decisions like where to eat. Consumers consider social media and user-driven apps like Yelp to be more authentic because the reviews are coming from peers or friends rather than advertisers or biased companies.

Experiencing & SHaring These consumers are extremely social and love to share their experiences online. As opposed to older generations, millennials place more importance on the status of experiences, rather than items. They would prefer to have a unique experience they could share on social media rather than spend money on an expensive item like a designer handbag. Collecting “experiences” is a status symbol for them.

Consumer Analysis unique lodging their booking window when planning trips. They book Millennials begin planning their plans within a 75 day period, as opposed to a 93 within 75 days of their trip. day window for older generations. They also differ in their “requirements” for hotels. While they are costconscious, they also desire something unique in their hotels - “the big box hotel can quickly become monotonous to a Millennial, as they do not wish to Instagram a photo of a boring room to share that with their friends. They search for the ‘cool factor’ and individualistic aspect in their travels and want a story to share when they go home.” They want to immerse themselves in the local culture, rather than having a typical, cookie-cutter experience in a new city.

Cost conscious be willing to sit next to a restroom on a plane if it saved them money. 28% also say they would even be willing to stand on a plane in order to save money. It seems they are willing to give up some comfort in order to save money. However, 24% said they would be willing to pay more to be on a child-free plane. So there are some comforts millennials are willing to give up to save money, but when it comes to being around potentially noisy or annoying children, they are willing to spend more money. This desire to avoid children could be a factor in Washington, D.C.’s tourism. With the destination being popular for young families and school trips, this could be a turn off for millennials.

Market Analysis Consumer confidence The market for state tourism has grown steadily since 2010, along with the economy. Americans traveling since the improvement of the economy. This

Market Share by segment Accommodation: 17.9% Transportation: 44.6% Food & Drink: 14.1% Entertainment: 10% Other: 13.3%

past four years, and gives domestic tourism a positive outlook. The market for domestic tourism in the U.S. is huge, estimated at $797.6 billion for the year. Increased spending in transportation, accommodation, food service and drinking places, entertainment and recreation, and other facets of travel caused a market growth rate of 10.7% in 2010 and 2011. By 2018, tourism spending is expected to increase by 30% to reach $1.03 trillion.

Lodging and trANSPOrtation Accommodation spending is expected to have the biggest growth rate between 2011 and 2013, with an increase of 23.2%. Overnight lodging (hotels and motels) accounts for almost 20% of the state tourism market. This growth rate is rising to the top within tourism spending, due to the increase in domestic travel and the rising accommodation prices. Transportation leads the market with 41.5% share, but its growth rate is the slowest. Domestic travelers are most likely to travel by car rather than any other way. With the gas prices still high, the consumer has to spend more money on fuel for car travel, which explains the slow growth rate.

Food and Drink 39.8% between 2013 and 2018 to $165 billion. The recession lowered consumer spending in 2009 and 2010 because of the limited ability to spend on traveling, or even dining out. Given the likelihood that consumers will dine out while traveling, as the rate of domestic travel increases so will spending on food and drink.

Market Analysis entertainment Entertainment and recreation spending associated with domestic travel is forecast to increase by 30.9% between 2013 and 2018, for a total of $110 billion. Because spending on entertainment and recreation, both in-home and out-of-home has increased since the recession, it is easy to demonstrate how travelers are more willing to spend a lot of money on leisure activities. Young travelers are more likely to be on a travel budget and look for destinations with outdoor activities. Local scenery is important for travelers when deciding where they want to go. A unique experience is also an important factor when deciding where to travel. Therefore, state tourism efforts need to ensure their marketing evokes a feeling that special moments happen when visiting their state.

Geographic Information Tourists spent $6.2 billion in Washington D.C. last year, which is an increase of $200 million compared to 2011, because of the strengthening economy and increase in both domestic and international travel. The $6.2 billion spent in D.C. came from nearly 19 million travelers from around the world. The city took in $126 million in revenue from last year’s month-long National Cherry Blossom Festival. Travel is a huge economic driver throughout

Washington D.C. embraces its identity as a place people go for large meetings, but “I don’t think it will ever top tourism,” said Roger Dow, president and CEO of the U.S. Travel Association. Demographically, Washington D.C. came in fourth in having the largest African-American television market in 2014 at 591,840. “The largest boost in visitor spending between 2010 and 2011 came from transportation costs other than airfare, including money spent on trains, vehicles and buses.” The total amount spent in traveling to D.C. is up more player in the high travel expense. The most spending that occurred was on accommodationsaround $2.14 billion. Retail spending increased around 9% in 2010, and in 2011 the total spending cost rounded up to be $700 million.

Product Analysis Destination D.C. Destination D.C., also referred to as Washington.org, separates itself from competitors in the tourism marketing industry as the lead destination marketing organization for the 850 business partners dedicated to marketing D.C. as a premier tourism and special events destination.

Website Destination D.C. utilizes their website, Washington.org, to provide a wealth of information that is conveniently organized for potential travelers to plan their next vacation to the nation’s capital. They market the District as a leading destination, emphasizing the arts, cultural and historical communities. The website provides visitors information on the vast amount of exciting experiences the city of Washington D.C. has to offer.

DC Cool The target market is encouraged to visit the company’s curated website Social Media dccool.com, which presents the city Facebook: Visit Washington DC, DC Cool as more than a place packed with Twitter: @washingtonDC, @itsdccool history, but also culturally eclectic and Instagram: @itsdccool exciting. The overall diverse feel of DC Google+: Washington DC Cool’s website appeals to a youthful Youtube: washingtondc crowd seeking intriguing opportunities Pinterest: /visitdc to satisfy their need to live life to the fullest. With the summer season rapidly approaching, Destination D.C. provides all the thrilling events, attractions and special offers to capitalize on in the months of June, July and August. Social media is a great way to keep up with Destination D.C. and DC Cool. The Destination D.C. website utilizes outlets such as Facebook, Twitter, Google+ and Pinterest. In addition, DC Cool updates daily on their Facebook page, Twitter and Instagram with fresh takes on what’s new and happening in D.C.

Competitive Analysis New York City With their website, nycgo.com, they have much competition within NYC that offers similar itineraries, events, promotional updates, hotel and food recommendations. NYC hit a third record-breaking year with 52 million visitors in 2012. They have seen massive inclines since 2006 when they started a new international initiative. NYC invested heavily in international markets including the UK and Germany to promote international travel to the city. Through research they found that foreign travelers stayed longer and spent more money than domestic including Mexico and Brazil. NYC has made partnerships with Brazil to make visa approval rates faster. Communication efforts have extended to certain key markets such as youth, LGBT and family – both domestically and internationally. They promoted to these markets through Restaurant Week, Broadway Week, Comedy Week, and a press strategy to have The Muppets The MTA and Port Authority provided $2 million worth of advertising space on subways, bus and commuter rails systems and at airport arrival points and kiosks to promote Upstate tourism. The MTA/ I LOVE NY partnership involves more than 7,000 advertising spaces throughout the MTA subway, bus and commuter rail systems. “This will include 2,500 posters at subway stations, platforms and in rail cars; 2,600 ads in New York City buses; 2,000 ads in Metro North and LIRR trains; and ads at 250 Metro North and LIRR station platforms promoting Upstate tourism.” The Port Authority, I LOVE NY Partnership is advertising in the most important travel areas: JFK Airport, LaGuardia Airport, PATH, Stewart Airport, the Port Authority Bus Terminal and the JFK AirTrain. Advertising space for the campaign features on walls and windows in the JFK terminals, large outdoor banners, “Path Through History” advertising on PATH and AirTrain car; “I Love NY” informational kiosks and PSA; and indoor and outdoor print/digital advertising resources at the Port Authority Bus Terminal. Additional airline and airport partnerships advertising efforts in the city is welcoming visitors to the state and informing them about the many things it has to offer. Personal greeters, welcome centers at New York’s airports, and I LOVE NY advertisements in Delta Airlines magazines are examples of a few.

Competitive Analysis New york cont. diversity and affordability of NYC in its 5 boroughs. They generated 549 print articles while domestically generated 151 million impressions and close to $23 million in total media value. However, now in 2014 they are under new management. NYCGo has 110k Facebook likes with 1-5 posts a day. There isn’t a lot of interaction. NYCGo has a Twitter following of over 117k. Followers are interactive with an average of 25 retweets and 30 favorites per post.

Orlando have a business/leisure mix of 20%/80% compared to D.C.’s 45%/55%. Orlando is the premier domestic destination and a consecutively top rated international destination. Orlando takes a global branding effort that targets businesses, leisure and conference activity. Their efforts revolve around the motto, “Where Relationships Thrive,” which is also the basis for their leisure marketing campaign, “Orlando Makes Me Smile,” and their meetings and conventions campaign used the “Inspiration” platform. campaign used the “Be the First” to attract consumers May 1-June 15 before the summer rush. They partnered with Travelocity, Southwest, Expedia, and Orbitz that included $1 million in matched dollars in NYC and Chicago. They did a week long event to the Dallas markets with radio talk shows, Downtown Food Truck Rally, Texas Rangers game and Main Street Garden Park Takeover which also included increased Hispanic segmenting. It totaled 8.8 million impressions and $157,000 in media value. Orlando also promoted a Deal Season for the need-period in the August and September months. It focused primarily on the Atlanta, New Orleans, Charlotte and Houston markets with 4 weeks of cable TV and radio focused ads which pointed segments to the Deal Season page. 10 radio stations in the above markets were sent to Orlando to broadcast live and trip giveaway promotions for 3 days.

Boston The nearby city of Boston, MA is a strong competitor to our nation’s capital. They

with sophistication and charm. Like Washington D.C., Boston has a tourism website, BostonUSA.com, that provides visitors information on everything the city has to offer. Fortunately, BostonUSA.com is greatly lacking in terms of marketing. Even though they are available on the most common social media outlets, (i.e. Facebook, Twitter, Pinterest, Instagram, etc.), the way they utilize each outlet is at best boring. There is yet to be a campaign promoting travel to the Boston area.

Competitive Analysis Philadelphia The City of Philadelphia has an operating marketing budget of $26 million. Although this is twice the amount of D.C.’s operating budget, the actual available marketing budget is unknown but would be a percentage of the $26.2 million. The business/leisure mix of visitors sits at a ratio of 12%/88% compared to the 44%/55% of D.C.. Domestic Airport arrivals is at 13.2 million compared to D.C.’s 17.6 million. Philadelphia has a current perception of less expensive hotel rates than that of D.C.. Philadelphia is currently running a new campaign that falls in similarity with their previous one. Previously, Philly went with the “With Love, Philadelphia XOXO” that demonstrated how Philly speaks, while the current campaign focuses on how Philly thinks – Phillyosophy. These ads exemplify the nightlife, art, food and musical tokens of the city. VisitPhilly has a current Facebook following of 295k likes. They post once a day boasting of events, restaurant picks, local tips and travel suggestions to new hotel and restaurant openings. Their Facebook presence is very interactive, receiving a lot of engagement from their followers. VisitPhilly’s travel blog, UWISHUNU, gives daily updates of full range event details. This is targeted not only for outside visitors but for locals to catch city happenings. VisitPhilly has a Twitter following of over 58k. They post frequently throughout the day averaging 2/3 retweets/favorites. Their Twitter feed broadcasts promotional events, “5 reasons to do X”, “5 things to do” tweets that give relevant material to promote a “do now” attitude.

SWOT Analysis Strengths Well known for its historical background High level of involvement on social

Weaknesses Many of D.C.â&#x20AC;&#x2122;s attractions are focused on historical and educational sightseeing,

media platforms makes Destination D.C.

which is a less important factor to

a great resource for travelers to use while

millennials when considering vacation

planning and during their vacation

destinations.

Destination D.C. is the sole advertiser for Washington D.C. tourism. This gives

Interaction with DC Cool is low. The Twitter only has 303 followers, Instagram only 183, and only 65 posts using the

Destination D.C. to control what message is being directed at the target market. Destination D.C. partners with over 850

hashtag #dccool in the last month. D.C. is a popular destination for families with young children, which may

businesses and organizations in the D.C.

discourage Millennials from visiting or

area.

seeing it as a fun, party destination for

Established, easy-to-navigate website that functions as a helpful guide for tourists. D.C. has a lot to offer in terms of

their age group. Current and past advertising has been print heavy, which is less popular among the target market.

outdoor activities, which is important to this target market.

SWOT Analysis Opportunities

Threats

The millennial generation is the fastest

Millennials perceive Washington, D.C.

growing segment in consumer travel. Social media is highly used by

as unaffordable. Getting the older age group of

consumers when planning for trips and

consumers to make spontaneous travel

sharing experiences, so advertising in

decisions is harder because of their higher

social media is a great way to comunicate

obligations.

to consumers about what the city has to offer. Leisure spending is linked directly to economic conditions. Spending has

NYC is widely perceived as much sexier than D.C. The domestic tourism market is huge and very competitive

increased alongside the economy, giving the travel industry a positive outlook. Millennials are budget-conscious and looking for fun, affordable destinations and experiences. This age group is constantly online; using dozens of apps and visiting tons of

likely to stay with friends or family when on vacation. The target market perceives Washington, D.C. as being an expensive destination and possibly out of their budget entirely.

websites everyday. This gives us much

Increasing gas prices may discourage

opportunity to reach them quickly and

cost-conscious travelers from driving long

effectively.

distances to vacation destination. Less than 10% of the target market in

D.C. and would like to visit again to see

the Northeast and Midatlantic utilize bus

another side of the city.

and subway systems.

Competitive surrounding cities are perceived as boring and unsexy, while D.C. is perceived as fun and sexy. 78% of 20-30 own or lease a vehicle

Target & Objectives Target Audience: 20-30 year olds residing in the DC, Baltimore, New York City, Boston, and Philadelphia markets.

Marketing Objective To increase tourist spending in Washington D.C. by 3% (from $6.3 billion to $6.5 billion) in the months from April â&#x20AC;&#x201C; August 2015 by driving overnight visits and general spending throughout the district. To increase young adult spending by 30% in the restaurant and adult entertainment sectors from April 1 â&#x20AC;&#x201C; August 31, 2015 among tourists in the associated market segments.

Communication Objective To intensify the image of DC in the minds of tourists as a unique, vibrant city for the young adventure-seeking adult.

Creative Strategy Strategic Focal Point D.C. has everything millennials want in a

Positioning Statement D.C. offers a wide variety of unique activities for millennials to explore.

The Big Idea This campaign will embace D.C.â&#x20AC;&#x2122;s tradition, transforming the meanings of historical saying and documents to give the city a young and fun vibe.

Media Plan & Budget Outdoor Billboards: Monthly impressions, Cost includes 14.5% bulk discount New York: $16,000 per panel

Boston: $13,230 per panel

DC: $10,000 per panel

2,584,184 impressions

2,121,784 impressions

9,578,496 impressions

x 2 (both in June)

x 4 (1/mth May-August)

$32,000

$26,460

$40,000

Philly: $4000 per panel

Baltimore: $8000 per panel

4,067,472 impressions

4,224,504 impressions

x 4 (1/mth May-August)

x 3 (1/mth June-August)

$16,000

$24,000

Total Cost: $118,383 Impressions: 22,576,440

Radio: 7 stations: Philadelphia – country (WXTU-92.5), top 40 WIOQ -102.1 Boston – Top 40 (WXKS-FM), Adult contemporary (WMJX-FM) NYC – Top 40 (WHTZ-FM), adult contemporary (WLTW-FM) Baltimore - Adult Contemporary (WLIF-FM), country (WPOC-FM) DC - WIHT-FM) HOT 995 $166/spot 4/days a week (MW @ 2-7pm and TR @ 7-12) 3 months (June-August)

Total Cost: $71,712 Impressions: 9,901,000

Blogs: Y Travel Blogger $2,000 for sponsored post (two outgoing links, post permanently indexed, live on homepage for 5 days, socially promoted+pinnable image, newsletter inclusion, published through RSS feed) $175/month for 125x125 ad for 4 months, May - July Twenty Something Blogger $500 for branded post, plus social media promotion $100/month for 125x125 ad on site for 4 months, May - July

Total cost: $3,600 Impressions: 293,000

Media Plan & Budget College newspapers: University of Maryland - “The Diamondback” Half page, 6 weeks: $3,264 Penn State - “The Daily Collegian” 1 Half page: $17,375 2 1/4 page: $21,785

Total cost: $42,424 Impressions: 21,000

Transit: Metro Dioramas: 20 for $25,200

Social:

Total cost: $25,200 Impressions: 1,017,637 Total cost: $20,000 Impressions: 8,300,000

Facebook: $14,00 Twitter: $6,000

Nontraditional: Photo booths: 2 for $15,200

Total cost: $15,200

Total BUdget: $296,519 Media Allocation

Media Calender

College Newspapers University of Maryland - The Diamondback The Diamondback will host 6 weeks of advertising between regular Diamondback issues, Apartment Locator Pages, Maryland Day Pages, Maryland Salary

will continue even after the 6 weeks with listings in the Summer Directory and Apartment Locator Pages. The paper and its associated advertising will be delivered to several dozen campus and off-campus locations for increased market exposure. 6 week half page $3,264

Penn State - The Daily Collegian The Daily Collegian by Penn State was chosen both for the largest college population in the Northeast and for its status as a consecutively top-rated newspaper. Because of the high reach we will only advertise in three different issues that correspond with our press releases to the paper. 1 half page color â&#x20AC;&#x201C; $17,375 2 Âź page color $21,785 All newspaper ads will have an Aurasma icon to link to videos. (More on pg. 39)

Total Impressions

UMD: 9,000 readers Penn State: 12,000 readers

Whether you want to sit back & relax or stand up & yell - have a good time at a Washington Nationals game this Summer. Get tickets at www.nationals.com Download Aurasma and follow Destination DC for

#DCcool @itsDCcool

video content.

College Newspapers House of Representatives

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#DCcool @itsDCcool

Outdoor Billboards Billboards will be placed in New York, Boston, Philadelphia, Baltimore and D.C. With 28% of the millennial population living in these markets and 78% of millennials owning or leasing a vehicle, this allows for billboards to be an effective tool in reaching our audience. Research shows that 70% of millenials are employed with less than 10% taking the bus or subway to work. These billboards will be placed where millennials have the most drive time – between their work commute and leisure points. Boston and New York City will each display 2 billboards in the month of June. Since June will be the start of the desired travel period for the campaign and billboard cost in NYC is expensive, we will maximize our resources with increased frequency in June. Placement in June will give us over 5.2 million impressions over the duration of their placement. These will be in located Times Square. New York impressions will reach 2,656,184 for the price of $32,000. Boston’s billboards will reach 2,121,784 for $26,460. One billboard will be displayed in D.C. from May-August Total Impressions to intensify DC Cool’s image with already incoming tourists. This 22,576,440 will reach 9,578,496 for $40,000. $118,383 Philadelphia will display two billboards for the months of May and June and one during July and August. Philadelphia will have more placed boards not only for its affordability, but for its fastest rate of growth over every city for the young adult generation. These billboards will reach 4,067,472 for $16,000. Baltimore will display one billboard June through August. This will create 4,224,504 impressions for $24,000.

We the people...

#DCcool @itsDCcool

Outdoor House of

Representatives

#DCcool @itsDCcool

Freedom of

the press...

#DCcool @itsDCcool

Radio Bubbling up Our radio schedule will include advertising on seven different Clear Channel stations in the D.C., Baltimore, Philadelphia, New York, and Boston markets. We chose to work with Clear Channel because they offer a “bubbling up” option, which allows us to easily work with one Clear Channel branch but advertise in all of our selected markets. Bubbling up also allows for more ads to run because of bulk discounts. The stations we have chosen are country, pop, or top-40 stations in each market. These types of stations have proven successful at reaching our target audience. The ads will run from Wednesday to Sunday through June, July, and August to keep a consistent schedule and increase frequency. These days were chosen because most universities are not in session, which means our target audience is more likely to travel on the weekends. The average cost for a thirty-second AM spot is $197.50. The average cost for a thirty-second PM spot is $196.25. The cost per thousand estimates were reached using three ads per day on each station.

WZFT - “Baltimore’s hit music station” - Z104.3 Z104.3 is a contemporary top-40 station in Baltimore, Maryland. This station is one of morning program, The Kane Show, which has almost 100,000 likes on Facebook, 76,000 followers on Twitter, and has a great deal of listeners in our demographic. The station reaches 431,100 weekly listeners. The estimated cost per thousand is $14.90.

WPOC - “Baltimore‘s country station” - 93.1 WPOC is the most popular country station in Baltimore, and is the sister station to WZFT. Many listeners will alternate listening to these two stations, which can increase frequency. The station plays contemporary country and has 50,000 likes on Facebook. Fiftyseven percent of the station’s listeners are women, and twenty percent are African American. There are 2,341,300 people in the Baltimore metro area, and Baltimore radio reaches ninetyone percent of the population each week.

WIOQ - “Philly’s hit music” - Q102 Q102 is a top-40 station in the Philadelphia market. Again, top-40 stations are a proven way to reach our target market. The station is extremely popular, and even features wellknown Ryan Seacrest as one of its DJs. The station has a massive 120,000 likes on Facebook and 61,000 followers on Twitter. Q102 is Philadelphia’s ONLY top-40 station and has over 1,174,200 weekly listeners. Sixty-three percent of the station’s listeners are women. The estimated cost per thousand is $47.03.

Radio WXKS - “Boston’s #1 hit music station” - Kiss 108 FM WXKS is another top-40 hits station. The station has a popular morning show, Matty in the Morning, which is well known among our target audience. The station has 116,000 likes on Facebook and 45,000 followers on Twitter. Kiss 108 has over 1,350,000 different listeners thousand is $46.65.

WHTZ - “New York’s hit music station” - Z100 Z100 is the premier top-40 station in New York. This station is extremely popular and simulcasts its broadcasts on Sirius/XM. The station is widely regarded as one of the best in the country for contemporary hits. The station boasts a 282,000 Facebook following and 169,000 followers on Twitter. This vehicle will be one of the most effective for reaching our target audience. Z100’s night and weekend listenership of 1,145,000 is more than most stations prime listenership. The prime-time listenership is 1,145,700 people daily. With a household income of $75,000 or more, the station is number one among listeners 18-49. The estimated cost per thousand is $277.15.

WLTW - “New York’s best variety” - 106.7 LITE FM LITE FM plays a variety of music that is popular with all types. We chose this station to branch out and reach people in our demographic who may not always “swim the mainstream,” but would still be open to our message. Of the 34,000 likes on Facebook, 8,500 of those people are “talking about this,” which means the listeners are very loyal to the station and are willing to trust messages coming from it. The station reaches 5.2 million listeners each week. The average cost per thousand is $179.70.

WITH - “D.C.’s #1 hits station” - Hot 99.5 Hot 99.5 was chosen because it is the most popular top-40 station in D.C. We chose this station because it would allow the locals to hear the message and also get involved with the campaign. The station also reaches outside the city and may entice people to take weekend trips to see something new. The station has 165,000 likes on Facebook.

Radio Radio Script D.C. Under the Radar Radio Spot (00:30) (Horrible karaoke singing, fades to playing upbeat rock throughout) :03 VO: We the people, in order to form a more perfect friendship, establish one hell of a weekend, and secure the blessings of the audience’s ears, aren’t inviting Tom to the next karaoke night. :14 VO: Instead, we’re doing something we haven’t done in a while. :17 VO: We’re spending the weekend in D.C. :20 Singing returns VO: So instead of listening to Tom ruin every song ever made, we’re starting off our weekend listening to real musicians at the Yards Park Friday Night Concert Series. :26 Document your D.C. experience with #DCcool :30

Online Blogs Advertising on popular travel blogs will reach the target before and during their travel planning stages. Twenty Something Travel and Y Travel Blogger were chosen for their high generation. Each blog will publish a sponsored post about fun things to do in D.C. These will be accompanied by social media promotion as well as a paid advertisement on the site. These three tactics will maximize the impressions of the blogsâ&#x20AC;&#x2122; readers.

Life, liberty and the pursuit of brunch... #DCcool @itsDCcool

Direct Marketing Brochure Adding brochures into the direct mail packages that are already in effect will increase consumer travel knowledge and preference for D.C. The brochure gives the consumer website). The brochure highlights six unique spots for the target consumers to visit while in D.C. These are unique places that other vacation spots cannot offer. Using visually appealing Since the consumer already requested the information, it is very likely that they will act upon reading the brochure by either booking a room and/or seeking out more information. The brochure emphasizes @itsdccool to unify and connect the consumer with the other aspects of the campaign and social media. The brochure will also have an Aurasma icon to link to videos. (More on pg. 39) A digital version would also be made available on the DC Cool website to broaden the reach and access for potential visitors.

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Little Miss Whiskey’s Golden Dollar is everything but boring. Kostume Karaoke is one of the many exciting events held here on every 1st and 3rd Wednesday. Don’t miss the fun!

Raven Grill is one of the best bars in town. You can enjoy a tasty meal and delicious drinks while sitting below famous rock stars. Stop and have a drink next time you visit.

Welcome in the arrival of Spring at D.C.’s National Cherry Blossom Festival. This three-week event features more than 200 international cultural performances and over 90 special events.

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Representatives Visit each unique room that Eighteenth Street Lounge has to offer you. This is definitely one of our most diverse spots, with live music playing in every room. Download Aurasma and follow Destination

Life,Liberty

Live you up r rig5 hts sum this me and the r.

Pursuit of Brunch...

Poets and Busboys is a restaurant, bookstore, lounge, and theater all in one. What else could you ask for?

DC to see video content

Direct Marketing Newsletter An email announcing the start of the new campaign will be sent to DC Insiderâ&#x20AC;&#x2122;s 18,000 current subscribers. Other supplementary newsletters could include YouTube videos, ad executions, and an explanation of Aurasma. The e-newsletter in addition to YouTube videos and ad executions will encourage social media sharing and create a buzzing interest for the campaign.

Live up your

this

rights

summer.

Raven Grill is one of the best bars in town. You can enjoy a tasty meal and delicious drinks while sitting below famous rock stars. Stop and have a drink next time you visit.

#DCcool

@itsDCcool

Welcome in the arrival of Spring at D.C.â&#x20AC;&#x2122;s National Cherry Blossom Festival. This three-week event features more than 200 international cultural performances and over 90 special events.

Visit each unique room that Eighteenth Street Lounge has to offer you. This is definitely one of our most diverse spots, with live music playing in every room.

Poets and Busboys is a restaurant, bookstore, lounge, and theater all in one. What else could you ask for?

Public Relations Press releases Five press releases will be distributed to several media outlets including newspapers, magazines, television and radio stations. These press releases will cover different features of D.C. to help further spread awareness of the neat venues, events and restaurants the city has to offer. Public Relations is useful in this campaign because it allows our target audience to hear about these exciting places from credible sources such as the marketing manager at Destination DC, Torri Blunt.

Ask Allison A DC Cool feature on the highly rated morning show, “Ask Allison” would be a great opportunity for free publicity. Every weekday at 9 a.m. Allison Seymour replies to varying questions asked by local viewers. In order to send in a question to the network, the FOX 5 Typically, local viewers ask questions such as, “what is on the hit list for restaurants this on upcoming local events?” Allison would reply to the question on her segment of the show by recommending her viewers to visit the DC Cool website. The segment will be ideal for spreading awareness of the site and describing it in more detail than advertisements traditional television spot because the age range of viewers are within our target market’s age range of 20-30.

Radio Host Testimonial To gain awareness, our campaign will include a radio broadcast of what’s up and coming this summer in D.C. provided by a special guest appearance of Destination DC’s marketing manager, Torri Blunt. This entails referencing several of the hot spots in DC we’ve highlighted in our campaign that will appeal to listeners of each of the seven radio stations we selected for our 30-second advertisement. This will be more persuasive than a traditional radio ad because listeners get into the habit of listening to a particular station daily and eventually feel like they “know” the radio station’s host. With an enticing review from a familiar source, listeners will be more likely to utilize DC Cool’s resources when planning a weekend getaway this summer. This tactic will be most effective if executed within the month of May, right before the summer season kicks off. This way, Torri’s appearances will be more relevant to the topics she will be discussing with these radio hosts.

Public Relations Sample Press Releases FOR IMMEDIATE RELEASE: The Yards Park Friday Night Concert Series to kick off May 9th, 2014. Live, outdoor music has become a pastime for many people looking to enjoy summer evenings in Washington D.C. The Friday Night Concert series is a weekly event at The Yards Park and features local acts showcasing their best talent to those who wish to enjoy a free evening among a diverse group of spectators. The Friday Night Concert Series will feature bands from different music genres and runs from 6:30 PM to 8:30 PM each Friday during the summer. Located on the waterfront of the Anacostia River, The Yards Park sits in the heart of the city. The park is also adjacent to the Anacostia River trail, which offers its visitors a unique view of the city and the river. Torri Blunt, marketing manager at Washington’s tourism and visitors’ bureau, Destination D.C., says, “The Yards Park is a great place to bring your kids or dog to enjoy the outdoors. The Friday Night Concert Series is just one of the many events the park offers, but certainly one of the most popular.” The Yards Park Friday Night Concert Series is scheduled to start May 9th. For more information, please visit www.yardspark.org.

FOR IMMEDIATE RELEASE: Cantina Marina Offers Mexican Food and River Atmosphere Tex-mex food has become a staple in the American diet. It has become one of the most widely eaten types of food in the country, and Cantina Marina does it better than others. Located on the Potomac River, the Cantina Marina has become a local hot spot for Tex-mex food. Patrons can drive, ride the Green Line metro, or even tie their boats up to the dock to enjoy an evening on the river. The menu features an array of Mexican-themed dishes and drinks. During Nationals home games, the kitchen is open until midnight, and the bar stays open even later. Torri Blunt, marketing manager at Washington’s tourism and visitors’ bureau, Destination D.C., says, “the Cantina Marina is a great place for locals and visitors to catch a ballgame, enjoy the atmosphere, grab a drink, have a bite and a good time with friends. The scenery is beautiful, and the food is absolutely top-notch. It’s a great place for anyone to spend an evening.” To learn more, visit www.caninamarina.com.

Public Relations FOR IMMEDIATE RELEASE: The Black Cat Nightclub Offers Science Fiction Happy Hours and Alternative Music Alternative music has become a part of popular culture since its inception in the early 1990s. Alternative is now played on top-hit stations throughout the country, and has established itself as one of the most popular music genres today. The Black Cat offers an array of alternative acts weekly for both visitors and citizens of Washington DC alike. For patrons wanting to get a little ‘out there,’ the Black Cat offers happy hours, which feature popular science fiction shows. Recognizable names such as ‘Doctor Who’ and ‘Battlestar Galactica’ round out the list. Torri Blunt, marketing manager at Washington’s tourism and visitors’ bureau, Destination D.C., says, “the sci-fi happy hours are a must for anyone who wants to grab a pint and enjoy some good conversation, and the Black Cat has booked some of the biggest [alternative] bands when they were just starting out. The Black Cat has a comfortable atmosphere, and even people who aren’t big on sci-fi would have a great time.” The Black Cat is located in the historic U Street Corridor. For more information visit www.blackcatdc.com.

FOR IMMEDIATE RELEASE: Busboys and Poets Hosts Weekly Open-Mic Night for Poetry Reading Poetry has long-since been seen as the gateway into a person’s true feelings and perspective about any given subject. For thousands of years, people have been writing and reading poetry to express their selves and connect with others. That is exactly what you would find each week at Busboys and Poets. Each of Busboys and Poets four Washington D.C. locations hosts an open-mic night during the week. Founded in 2005 and named after well-known poet Langston Hughes, Busboys and Poets has become an eclectic hot spot for poetry lovers and anyone looking for an entertaining evening. In addition to hosting live poetry readings, Busboys and Poets has a bookstore, art galleries, and hosts several special events throughout the year. Torri Blunt, marketing director at Destination DC, Washington’s tourism and visitors bureau, says, “Busboys and Poets has everything. Anyone who’s looking for a fantastic night in town should definitely check it out. The bookstore has some rare and unique items and the open-mic nights are some of the best weekly events in town!” Check out www.busboysandpoets.com for more information and a full open-mic night schedule.

FOR IMMEDIATE RELEASE: Shakespeare Theatre Company Announces 2014 – 2015 Season The live-action theater is one of the oldest forms of entertainment, and it is still very much alive today. The Shakespeare Theatre Company has become known as one of the premier theaters in the country. The 2014 – 2015 season will include As You Like It, The Tempest, Tartuffe, The Metromaniacs, Man of La Mancha, and Enrico IV. The 2014 – 2015 season will also include screenings of the year’s most popular films. Torri Blunt, marketing manager at Washington’s tourism and visitors’ bureau, Destination D.C., says, “The Shakespeare Theatre Company is nothing less than amazing. The acting is some of the most impressive I’ve seen, and the sets and costumes are gorgeous. It’s a great event for the family to do, as well as an excellent stop to put on your vacation itinerary.” To learn more, visit www.shakespearetheatre.org.

Sales Promotions Contest Giveaways As part of our DC Cool promotion, we will have two contest giveaways. promotion will be unveiled on social media. We will offer a weekend stay in DC for four people including airfare and travel expenses in exchange for likes, follows and retweets. This would be a great way to boost interest and dramatically increase the current audience base. The contest will be promoted on Facebook through bought advertising and will directly link to the Twitter account. A picture will be linked that will cover the promotion in detail. A participant will then be selected after six weeks of advertising starting in April. The second promotion will be targeted toward college newspapers. Newspapers will be given the chance to win a trip for four in exchange for writing an article on DC and its unique attraction for young people. This promotion will encourage a younger, more relevant look on DC as a travel destination. A winner will be selected and encouraged to write an article about their experience and how it related to their initial article. This promotion will create buzz and extend our PR reach within our target market.

Enter to win a trip to

Washington

Follow, like, retweet for your chance to win a trip for 4 to Washington, D.C. @itsDCcool #DCcool www.DCcool.com

Social media plan Campaign Promotion Our social media schedule will be a pulsing schedule beginning in June. June will be a high reach/high frequency month and will be followed by a low reach/low frequency month in July. August will be another high reach/high frequency month to end the campaign. The reason for this is to acquire initial followers at the beginning of the campaign to help push the â&#x20AC;&#x153;like, share, or retweetâ&#x20AC;? contests during the second month. The contests will allow people to share with their friends and boost followers by themselves. August will be a high/reach/ high need that little extra push to actually follow the DC Cool accounts.

Facebook and Twitter The total social media budget is $20,000. Seventy percent ($14,000) will be allocated to Facebook because it will capture the older half of the demographic more effectively. Ages 25-30 are more likely to have disposable income, and, therefore, more likely to book weekend trips. They are also Find your inner peace at The Yards Park on the Anacostia more likely to use Facebook riverfront. The Oneness Yoga Festival will be held at this over twitter. The younger half beautiful location on June 21st from 12 p.m. - 8 p.m. of the demographic also uses Find out more at www.yardspark.org. Facebook, but they are often less active. The remaining thirty percent ($6,000) will be allocated to Twitter to capture the rest of the demographic. The two vehicles combined will give us the most effective and

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peaceably assemble...

our demographic.

Total Impressions

Facebook: 6 million Twitter: 2.3 million #DCcool @itsDCcool

Social media plan Sample Posts The following is a week’s worth of Facebook posts. They will also be accompanied by photos and graphics corresponding to the topic. Don’t bother with another boring weekend. Check out Washington.org for hotel deals and spend the weekend in the city! Check out DCcool.com for the latest hot spots and upcoming events in D.C. Mark your calenders, art lovers. The Ralph Fasanella Exhibition starts May 2nd. Live music. Waterfront. Lawn frolicking. The Friday Night Concert Series at The Yards Park starts this Friday! You don’t want to miss out. What better way to celebrate Memorial Weekend than in the nation’s capitol? Kick off the weekend at The Yards Park’s Friday Night Concert Series. What’s more patriotic than bottomless brunch? Nothing. Nothing is. Instead of binge watching Scandal all weekend, come to D.C. and experience the real thing. Gladiators in suits like the party too. Declare your independence this weekend at Brass Monkey Karaoke Bar this weekend. Start the weekend early. Thursday Night Movie Series at The Yards Park starts this week. If you like mexican food and gorgeous waterfront views, be sure to check out the Cantina Marina next time your here. You’ve done the tourist thing. Check out what the locals love at DCcool.com the 9:30 Club. Freedom of speech means never having to apologize for your passion for karaoke. Exercise your rights this weekend at Little Miss Whiskey’s Golden Dollar. Whatever you love, there’s a festival for you this summer. Plan your visit at washington.org this summer.

Social media plan Youtube video suggestions YouTube videos would be a great asset in providing our target with supplementary material for planning their unforgettable weekend in DC. Our research has shown that even the local feel. We recommend creating several celebrity spotlight videos for celebrities to show off some of their favorite local hotspots. These celebrities could include members of the Redskins, Nationals and famous local bands such as Thievery Corporation. These videos could also link to the Aurasma app to allow for a more engaging experience outside the website.

Aurasma Aurasma is a new age augmented reality tool that allows users to interact with follow Destination DC/DC Cool and then, place the camera on the ad space. The ad space will then serve as trigger and come alive with a preset animation. Users could be greeted with DC Cool videos or even celebrity spotlight videos showing off their favorite local places. Different videos could be placed on multiple ads and mediums to diversify the experience and allow for an engagingly interactive treasure hunt. We will place Aurasma icons and instructions on both the brochure and the newspaper ads.

Transit Dioramas Located mainly on station platforms, dioramas are backlit advertisements that impact riders entering and exiting the train. These will be placed Total Impressions in the suburbs surrounding D.C., Maryland and Virginia in 1,017,637 order to reach people during their commutes and show people the fun they could be having in D.C.

House of Representatives

With each room offering a unique vibe & different live music, Eighteenth Street Lounge is one of the most diverse bars in D.C. Check it out at www.eighteenthstreetlounge.com

#DCcool @itsDCcool

Transit The right to

peaceably assemble...

Find your inner peace at The Yards Park on the Anacostia riverfront. Find out more at www.yardspark.org.

#DCcool @itsDCcool

Nontraditional Photo booths visitors to use. The photo booths will be branded with DC Cool, including the Twitter handle @itsDCcool and hashtag #DCcool. These will give a tangible experience for visitors to take home and even share over social media.

Works Cited Sources Company Analysis: www.Washington.org www.EventsDC.com www.DCcool.com reau-99297.html www.mdbcomm.com Consumer Analysis: www.hotel-online.com/News/PR2013_2nd/Apr13_MillennialTrends.html www.academic.mintel.com/display/654453/?highlight#hit1 www.academic.mintel.com/display/675306/?highlight Market Analysis: www.academic.mintel.com.libdata.lib.ua.edu/display/637689/ Competitive Analysis www.visitphilly.com www.trade.visitorlando.com/includes/content/images/media/docs/CVB-4650%202012%20 Visit%20Orlando%20Annual%20Report_Web.pdf www.corporate.visitorlando.com/research-and-statistics/orlando-visitor-statistics/visitor-volumes www.bostonusa.com www.facebook.com/bostonusa www.twitter.com/bostoninsider www.pinterest.com/bostonusa www.instagram.com/visitboston#

Works Cited Sources Product Analysis: www.washington.org www.dccool.com Public Relations: www.myfoxdc.com/category/238782/contact-ask-allison#axzz2xexAbPzJ Online: www.twenty-somethingtravel.com www.ytravelblog.com