2023 MEDIA AND CO-OP PLAN - North Dakota Department of Commerce
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2023 MEDIA AND CO-OP PLAN
QUICK LOOK AT 2022 • Hotel occupancy is up 12.4% YTD (through August) • Visitation to the national park is down 15.97% through September • Border crossings from Canada are available through August • 295.4% increase compared to 2021 • 53.4% of the crossing volume in 2019 • Air boardings are 21.34% ahead of 2021; 15% behind 2019 in-state air volume • ND DOT reports that highway traffic in September was just slightly ahead of 2021 • June, August and September have been the highest traffic months of 2022
The Daily Travel Index is the relative daily volume of travelers compared to the 2019 average. U.S. travelers who moved at least 50 miles from their home and spent a minimum of two- hours on their journey.
Statewide Hotel Occupancy
80
70
60
50
40
30
20
10
0
January February March April May June July August September October November December
2019 2020 2021 2022
QUICK LOOK AT 2022
• Traveler interest remains high
• Website traffic is 4.85% above last year’s record high …
• Inquiries slightly down but in web referrals and not magazines/media – made a footer
change to correct
• Digital ad conversion
• Video views
• U.S. Travel Reports
• Travel spending down 3.3% vs 2019 for August, both North Dakota and the U.S.
• On average, auto trips in the U.S. were down 15.1% vs 2019
• North Dakota out-performed 49 states and territories (-7.2%)
GIVE ME ALL THE DATA!
Reminder: There is a new Tourism Industry site
www.commerce.nd.gov/tourism-marketing
RESEARCH AND ANALYTICS USED IN MEDIA PLANNING • National image and perception studies • Advertising effectiveness and return on investment research • Resident recruitment study • Arrivalist connected car data • Google Analytics • Inquiries • Digital ad conversions / media performance • Social media engagements • Visitation data and partner reporting • National traveler and trend research
OUTLOOK FOR 2023
• Financial anxiety replaces Covid concerns
• Might be fewer travelers than expected, but they are spending more
• A growing number of American travelers say they are open to travel inspiration
• 78% of businesses report trips by employees will be higher-to-much-higher in 2023
• The event industry is forecasted to be back to 100% by the end of 2023
• Global inbound to the U.S. still lagging due to policies/restrictions
• Destination Canada reports slow rebound in traveler traffic and spending, with a
return to 2019 levels not expected until 2024/2025
2023 MEDIA PLAN Thank you to our team at Odney • Approximately 315 proposals evaluated from media vendors • Inquiries and analytics evaluated • Input from program managers and research vendors
2023 MEDIA STRATEGY
Provide inspiring destination
marketing to encourage
nonresident visitation.
New campaign to launch in 2023
• Photo and film shooting in early
August took crews from Grand
Forks to Williston, Turtle Mountain
Scenic Byway to Missouri River
• Opportunities to introduce new
potential guests to North Dakota
with our welcoming HELLOWHO ARE OUR CUSTOMERS? • Past visitor studies + American traveler studies + demographic information pulled from sources like Google Analytics • Average age of 44; very slight female skew • Primary audience interests: visiting national and state parks, enjoying city amenities, visiting rural attractions, road trips, outdoor recreation • Second audience interests: Niche activities, food and dining, arts and entertainment, outdoor enthusiasts • Regional markets • Top states: Minnesota, Illinois, Wisconsin, Colorado • Top provinces: Manitoba, Saskatchewan
HOW DID OUR MEDIA PERFORM IN 2022?
$7.2 million
measured
investment
1.4 million
incremental trips
$241.9 million
incremental visitor
spending
$1 = $342023 MEDIA PLAN
2023 TRADITIONAL MEDIA BUY • No broadcast television • Cable TV in Minneapolis, Chicago, Denver, Milwaukee • Print • In-state buys will be dependent on partner participation • Travel publications: AAA Living, AARP, American MainStreet Publications, Hearst – Country Living, Good Housekeeping and Woman’s Day, Midwest Living, Better Homes & Gardens • Geo-targeted: Chicago Life, Chicago Magazine, Denver Life, Ultimate Travel Guide • Niche: Cowboys & Indians, True West, Wild West, National Parks Magazine, Mountain Bike Action, Ducks Unlimited, Delta Waterfowl, On Wisconsin Outdoors
2023 TRADITIONAL MEDIA BUY • Outdoors sponsorships: Jason Mitchell, Lindner Media, Midwest Outdoors, Ron Schara, Heliconia – Epic Trails • Out-of-home: Scaled back and only in the Chicago market and a Sturgis placement • Green Bay Packers sponsorship • 33.78% increase in website traffic from Milwaukee DMA • Average arrival lift of 115% from digital media | Packers.com above average at 125.64%
2023 DIGITAL MEDIA BUY
• Selected vendors who are
meeting key performance
indicators (KPIs)
• Evaluating vendor metrics
and creative performance
• Top digital ads (0.24%
CTR) in TRNP, active
outdoors and golf
• TRNP :30 had 97.5%
video completionArrivalist monitors both advertising-exposed devices and non-exposed. Digital advertising, on average, is associated with 115% lift in arrivals. Or, those who are served our digital advertising are 115% more likely to visit North Dakota.
2023 DIGITAL MEDIA BUY • Programmatic media vendors: Amobee, Nativo, Simpli.Fi • Travel-specific vendors: Sojern, Travel Spike • Local media: Star Tribune • High impact display: Cybba • Email targeting: Site Impact • Connected TV and Over-The-Top TV • Social media brand marketing • Google keyword, display, video
2023 CANADA MEDIA BUY • Radio – ad effectiveness study showed it was the most efficient with the highest recall • Summer newspaper placement • Print magazines include Style Manitoba, CAA Manitoba & Saskatchewan, Suddenly Saskatchewan, Saskatoon Home, and Prairies North • Out-of-home in: Winnipeg, Regina, Saskatoon, Brandon and Moose Jaw • Digital buy – fewer vendors, same tactics and programmatic strategies
TOTAL 2023 MEDIA BUDGET - $3.1 MILLION
• Slightly higher media investment vs 2022
• Traditional TV spend is down 16%
• Print investment stays even
• Out-of-home slightly decreased
• Sponsorships slightly decreased
• Biggest change is increased investment in digital media mix including more
connected/OTT TV and the way we consume video2023 CO-OP PLAN Placements are available on a first- come, first-served basis To sign up, contact Sarah Elder at selder@odney.com
PRINT OPPORTUNITIES • 2023 Travel Guide • 2023 Hunting & Fishing Guide • AAA Living • North Dakota Living • North Dakota Newspaper Association Pricing starts at $300
DIGITAL OPPORTUNITIES Will all of these options, partners can define their custom audience and/or use the NDtourism.com active users to behaviorally target • Retargeting display ads • Cross device video and connected TV • Streaming audio and podcasts • Search engine marketing Pricing ranges from $2,500 to $10,000
SOCIAL MEDIA PROGRAM • Use the Travel North Dakota audience on Facebook to serve a custom ad and message. • These have been quite successful in the past and is one program that fills quickly • There are two levels of participation Odney has been managing this option for two years in order to streamline some of the paid social ad messaging and calendars.
TRAVEL INFLUENCER PROGRAM • The traction with travel influencers is growing among all audiences; especially high with Millennials and Gen Z • Two program participation levels Program managed by Kim Schmidt at ND Tourism
E-NEWS AND NDTOURISM.COM OPPORTUNITIES • 2-million users of NDtourism.com last year • This is the highest engaged audience. Arrivalist tracked and reported that users of NDtourism.com were 132x more likely to visit the state and 56.58% more likely to have an overnight stay. • Subscribers for our e-news are interested and hungry for specific content. • Partners have options for ad placements in monthly newsletter sends, or using our database for a custom send. • Website options can be run-of-site display ads or optimized and targeted to specific sections. Programs are managed by Mitch Knothe at Miles Partnership
• Reserve your co-op programs as soon as possible • Be sure to attend the Main Street Summit, Oct. 24-26 in Bismarck • The 2023 NDTIC will take place April 3-5, 2023 in Bismarck
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