MARKETING G OAL S
FY 2020 MARKETING OBJECTIVE RESULTS
Meeting Our Objectives FY 2020 MARKETING GOALS + Raise awareness of Glacier Country as a recognized tourism destination in identified markets and audiences. + Increase visitation year-round (especially shoulder and winter seasons). + Increase visitation among resident, nonresident, domestic and international travelers. This includes: Continue emphasis on cultural attractions found throughout Glacier Country, including Indian nations, historic sites, museums, etc. Generate inquiries and convert them to visitors by capturing names for database marketing. Encourage visitors to share their experience through emerging technologies and tools such as social media channels and blogs. Increase focus on rural marketing initiative.
© GLACIER COUNTRY TOURISM
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G LAC IE R C OU N TRY T OURISM | F Y 2 0 2 0 ANNUAL R EPORT
+ I ncrease overall consumer response by 2% over FY 2019
FY 2020 % Change 1,852,609 3%
+ I ncrease electronic response by 2% over FY 2019
1,797,187
4%
+M aintain social media reach from FY 2019
19,282,627
-27%
+ I ncrease social media audience by 2.5% over FY 2019
387,304
2%
+ I ncrease use of responsive website by 2% over FY 2019
1,594,892
4%
+ I ncrease our consumer lead database by 2% over FY 2019
1,202,842
10%
+ I ncrease our trade show database by 4% over FY 2019
2,425
23%
+M edia stories to increase by 1% over FY 2019
$3,612,302.88
19%
+F und chamber/visitor information centers at up to $4,000 per project from Memorial Day to Labor Day FY 2019
8
+ I ncrease consumer and group suggested itineraries by two
2
0%
$10,041,437
-4%
+ Revenue indicators for performance + Lodging tax revenue compared to 2019 + Monitor RevPAR by 1.5% (STR) + Monitor RevPAR by 1.5% (AIRDNA)
54.22
-13.6%
Did not subscribe to data due to data irregularities
