Boise Convention and Visitors Bureau - 2021 Marketing Plan - NET
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Boise Convention and Visitors Bureau 2021 Marketing Plan boise.org
Boise Convention and Visitors Bureau
Contents
Executive Summary 3 Marketplaces/Travel
Boise Convention and Visitors Bureau
Mission/Vision: 4 Budget
Contents
Audience Segmentation 6
Geographics: 8
Seasonality:
Executive Summary 3 11
Marketplaces/Travel 37
Mission/Vision:
Activities and Experiences: 4 Budget 12 38
Audience Segmentation 6
Message Cadence: 13
Geographics: 8
Basecamp Boise
Seasonality: 11 14
ActivitiesCreative
and Experiences: 12 15
Message Cadence: 13
Media 16
Basecamp Boise 14
Creative Meetings and Events 15 22
Media Strategic Alliances 16 26
Meetings and Events 22
Communications/PR Plan 27
Strategic Alliances 26
Social Media
Communications/PR Plan 27 35
Social Media 35
Boise Convention and Visitors Bureau
Boise Convention and Visitors Bureau 2021 Marketing Plan 2
Executive Summary
Executive
Summary
While
au’s 2020 Boise Convention
marketing & Visitors Bureau’s 2020 marketing plan highlighted
plan highlighted
ect onoptimistic growth
leisure traveler goals,
and COVID-19’s effect on leisure traveler and business
business
to aligntravel
with meant adjustments
the reality were needed to align with the reality of lockdowns
of lockdowns
t longand
last,ait’s
new, more
time cautious
to look traveler.
forward to But, at long last, it’s time to look forward to
an emergence
ell as the fromtothe
eventual return pandemic, as well as the eventual return to pre-
pre-
pandemic pace.
oise’sRegardless
unique blend of of
the challenges
urban energy,of 2020, Boise’s unique blend of urban energy,
to theamenities, welcoming
great outdoors remainethos and access to the great outdoors remain
unchanged.
que offerings Simply
to sell. put,
Within thewe still have unique offerings to sell. Within the 2021
2021
inue toMarketing
inform howPlan,
wethese
carveofferings
out a will continue to inform how we carve out a
unique spot
d convention in space.
travel the competitive
But the planvisitor and convention travel space. But the plan
eed toalso acknowledges
be sequenced that
under marketing will need to be sequenced under two
two
strategic
ce, 2) Back themes: 1) COVID-19
to pre-pandemic pace. Thisemergence, 2) Back to pre-pandemic pace. This
means we
s understand willisensure
Boise thatand
a unique oursafe
audiences understand Boise is a unique and safe
VID-19option for travel
in Q1 and Q2 and asfor
wethe
emerge
long from COVID-19 in Q1 and Q2 and for the long
term, Q3, Q4 and beyond.
Boise Convention and Visitors Bureau 2021 Marketing Plan 3
Mission/Vision
Objectives Objectives
Mission/Vision
Marketing: Marketing:
Ò Assure travelers that Boise is the right Assure
Ò place fortravelers that Boi
Mission/Vision:
Vision:
emergence travel and beyondCOVID-19 emergence tra
COVID-19 Objectives
Ò Regain lostMarketing:
momentum, positioning Ò BoiseRegain
as the lost momentum, p
perfect cityÒfor tourism
Assure andthat
travelers business perfect
travel
Boise is the right city for tourism a
place for
Mission/Vision:
COVID-19 emergence travel and beyond
To enhance
my through the Boise Metro economy through the marketing,
the marketing, Ò Tourism: Highlight the UVPs that make Tourism:
Ò Boise Highlight
unique: the UV
walkable
Ò Regain lost momentum, positioning Boise as the
promotion
d region as a siteandforselling of the city and region as a site for city, amenities, proximity
perfect city for to outdoor
tourism city,
recreation,
and business amenities,
travel climateproximity
Toconventions,
rade shows,the
enhance leisure
Boisecorporate
travel,
Metro meetings,
economy trade
through the shows, leisure travel,
marketing, Ò Tourism:theHighlight the UVPs that make Boise unique: walkable
cultural,
promotion and sports and
selling of the special events.
city and region as a site for Ò Business: Highlight UVPs that make Ò Business:
city, amenities, proximity to outdoor
Boise Highlight the U
perfect
recreation, climate
conventions, corporate meetings, trade shows, leisure travel, for business travel: walkable city, plentyfor business travel: walka
of facilities
Business: Highlight the UVPs that make Boise perfect
The BCVB’s
welcoming
cultural, sports andvision
communityspecialistoto be the most welcoming community toand restaurants,
events. Ò
right size:
for business the
travel: rightcity,
walkable and
mixplenty restaurants,
of urban
of facilities right siz
visit
The BCVB’sin the country.
vision is to be the most welcoming community to amenities without the chaos
and restaurants, ofsize:
right larger amenities
mix of urbanwithout the ch
cities
the right
visit in the country. amenities without the chaos of larger cities
Brand: Brand:
Brand:
Ò Ensure theÒvalue and
Ensure theROI
valueof marketing
and Ò isEnsure
enhanced
ROI of marketing the value and RO
is enhanced
by landing on a consistent design and creative
by landing on theme(s)
a consistent by landing on a consisten
design and creative
across platforms and media
theme(s) across platforms and media theme(s) across platform
Ò Learn more about Boise visitors through a research study
and, if Boise
possible,visitors
use that knowledge atoresearch
landmore
on a brand
Ò Learn more about Ò Learn
through
archetype (persona) that can help inform how we express
about
study Boise
and, if possible, use that
ourselves knowledge
in marketing for theto and,on
land
foreseeableif future
possible,
a brand use that
archetype
archetype (persona) that can help inform (persona) that
how we express
ourselves
ourselves in marketing for the foreseeable future in marketing fo
Boise Convention and Visitors Bureau 2021 Marketing Plan 4
Boise Convention and Visitors Bureau 2021 Marketing Plan 4
Mission/Vision
Goals
Overnight DigitalStays
Hotel
Mission/Vision CTR Digital CTR
1-3%» Increase Increaseoccupancies
Goals » Overnight overall mediaby impressions
1-3% by 10%
» Increase overall media impressions by 10%
earch Measurement Meet
» Hotel
Overnight or Smith
tool:
Stays exceed CTR Research
Travel (Click-through rate)» Meet or exceed CTR (Click-through rate)
Digital CTR
» Increase industry average for
Overnight occupancies all digital media
by 1-3% » Increase overallindustry averagebyfor
media impressions 10%all digital media
Bed Tax Collections
platforms
Measurement - All
tool: Smith CTRs
Travel below are benchmarks
Research » Meet or exceed platforms - All CTRs
CTR (Click-through rate) below are benchmarks
oss » Increase in the tax
lodging
Bed Tax Collections Travel & Hospitality
collections acrossIndustryindustry averagein the Travel
for all & Hospitality Industry
digital media
platforms - All CTRs below are benchmarks
the Greater Boisetax
» Increase •lodging
Metro by 1-3%
Facebook CTRacross
collections - 0.90% in the Travel &•Hospitality
Facebook CTR - 0.90%
Industry
the Greater Boise Metro by 1-3%
eport Measurement tool: Idaho Lodging Report • Facebook CTR - 0.90%
• Instagram
Measurement In-Feed
tool: Idaho Lodging CTR - 0.22%
Report • Instagram In-Feed CTR - 0.22%
ment from Idaho Tax Commission/Department • Instagram In-Feed CTR - 0.22%
from Idaho Tax Commission/Department
nty of Commerce, • Instagram
of Commerce, specifically Story
specifically Ada Ada CTR
CountyCounty- 0.33% • Instagram Story • Instagram
CTR - 0.33%Story CTR - 0.33%
Website Visits
Website • toboise.org
to
Visits Tik Tok CTR - 1.09%
boise.org • Tik Tok CTR• - 1.09%
Tik Tok CTR - 1.09%
» Increase site-wide web traffic by 5-10% • Google Search CTR - 4.68%
10% » • Google
Increase site-wide Search
web trafficCTR - 4.68%
by 5-10% • Google Search CTR - 4.68%
Measurement tool: Monthly reporting • Google Display CTR - 0.47%
from Google Analytics
ng Measurement • Google Display
tool: Monthly CTR - 0.47% • StackAdapt• Display
reporting GoogleCTR -Display CTR - 0.47%
0.11% - 0.26%
from Google Analytics
Social Media and Monthly E-news Enrollment
• StackAdapt Native CTR - 0.19% - 0.42%
• StackAdapt Display CTR - 0.11%
» Increase engagement on social and
- 0.26%• StackAdapt Display CTR - 0.11% - 0.26%
llment
Social Media and Monthly E-news Enrollment • StackAdapt Video CTR - 0.25% - 0.50%
through email subscribers by 10-15%
• StackAdapt Native CTR - 0.19% - 0.42% • StackAdapt Native CTR - 0.19% - 0.42%
and increase email open rate above
» Increase engagement
the industry standard ofon social and
14.67%
• StackAdapt Video CTR - 0.25% - 0.50% • StackAdapt Video CTR - 0.25% - 0.50%
% through email subscribers
Measurement by 10-15%
tool: Platform reporting
and increase email
from Facebook, open Twitter,
Instagram, rate above
LinkedIn, (HootSuite) as well as
the industry standard of 14.67%
Campaign Monitor email marketing
ng Measurement
Boise Convention and Visitorstool:
Bureau Platform reporting 2021 Marketing Plan 5
from Facebook, Instagram, Twitter,
LinkedIn, (HootSuite) as well as
Campaign Monitor email marketing
Boise Convention and Visitors Bureau 2021 Marketing Plan 5
Audience Segmentation
ence Segmentation Families Retirees
Families
Ò Looking for all seasons - year round Ò Enjoy Ò Looking
exploring fornew
all seasons
cities - year round
Audience Segmentation adventure to get out of the house for the adventure
culinary, to outdoor
get outand of the house
Families Retirees
cultural opportunities
Audience
Ò Willing to take the risk of traveling
Ò Looking for all seasons - year round
Ò Willing toÒtake the risk of traveling
Enjoy exploring new cities
to Boise because it offers a adventure to get out of ÒtheMighthousetobe Boise
visiting
because
family
for it- offers
bothoutdoor
the culinary, a and
Families Retirees
sense of safety with fewerÒ Willing to take the risk of traveling childrensenseandofgrandchildren
safety
cultural with fewer
opportunities
n Segmentation
Audience
Looking for all seasons - year round Enjoy exploring new cities
crowds, walkable destinations Ò
to Boiseadventure
because ittooffers a of thecrowds, walkable Ò
Mightfor bedestinations
visiting family - bothand
sense of safety with
get out
Ò
fewer As thehousevaccineÒrolls children
the
out,and culinary,
might
grandchildren
outdoor
and lots of outdoor activities and lots of outdoor activities
cultural opportunities
Segmentation
Audience
Ò Willing
crowds, walkableto take
destinations beofone
the risk of the firstAsto
traveling travel
theMight
vaccine
again,
rolls out, might
to Boise because
and lots of outdoor activities it offers a Ò be visiting family - both
Potentially visiting other family especially
Potentially
to visitvisiting
family other
that they
family
Ò
Ò sense of safety with fewer Ò be one of the and
children firstgrandchildren
to travel again,
Segmentation
members in the Boise areaÒ Potentially visiting
crowds, other family
walkable haven’t members
destinations seen inin over
the aBoise
especially year area
to visit family that they
We will target audiences from a demographic, members andin lots
the Boise
of outdoorareaactivities Ò Asseen
haven’t
the vaccine rolls out, might
in over a year
e will target audiences from a demographic, be one of the first to travel again,
psychographic
ychographic and geographic Outdoor
and Adventurists
geographic
standpoint. standpoint. Outdoor Ò Young/Active
Potentially visiting
Adventurists Outdoor
other family Adventurists
Couples
Young/Active especially
Couples to visit family that they
Key
y target Wetarget
audiences audiences
include: include:
audiencesReady
members in the Boise area haven’t seen in over a year
will target
Ò from to plan kayaking,
a demographic, hiking,
Ò climbing
Ready to plan kayaking, Ò Ò Enjoy
hiking, Ready
outdoor
climbing to plan
Òactivities,
kayaking,
Enjoy outdoor hiking,
activities, climbing
psychographic and geographic standpoint. andOutdoor Adventurists
biking trips in spring, summer or fall, Young/Active
but aren’t extreme Couples
Key target audiences include:and biking trips in spring, summer or to
and ready
fall,
plan
but aren’t
skiing/snowboarding
and biking
extreme trips in spring, summer or fall,
Ò Ready to plan kayaking, hiking, climbing Like Ò to Enjoy
have outdoor activities,
new experiences
and ready to plan skiing/snowboarding
and snowshoeing
and biking trips in spring, and ready
winter summer Òto plan skiing/snowboarding
and snowshoeing trips in winter Ò Like to
trips in have new and
or fall,
and snowshoeing
and ready to plan skiing/snowboarding
experiences
but aren’t
trips
extreme
discover new cities
in winter
Ò View Boise as a great launching andin discover new cities
Ò Like to
Interested
have new experiences
in culinary options and
and snowshoeing trips winter Ò
point for day trips and discover new cities
Ò View Boise as a great launching Ò View Boise as a great Ò View Boise as
Interested
launching in culinary
a great
potentially
options
launching
cultural
and
opportunities
point for day trips point for day trips
Ò point for dayastrips Òthey become available options and
Interested in culinary
potentially cultural opportunities potentially cultural opportunities
as they become available
Regardless of age, interests or as theywe
location, become
need to keepavailable
in mind that we are targeting
travelers that are comfortable traveling.
Regardless of age, interests or location, we need to keep in mind that we are targeting
travelers that are comfortable traveling.
Regardless of age, interests or location, we need to keep
Regardless
in mind that
of age,
we interests
are targeting
or location, we need
e Convention and Visitors Bureau
travelers that are comfortable traveling. travelers that are comfortable2021traveling.
Marketing Plan 6
Boise Convention and Visitors Bureau 2021 Marketing Plan
Boise Convention and Visitors Bureau 2021 Marketing Plan 6
Audience Segmentation
Reasons for travel:
Leisure:
Audience Segmentation
Ò ChangeÒof scenery
Recreation activities Ò Recreation activities
•Reasons
Need for a break
•travel:
Outdoor
from home recreationists,
and the motorsports and• Outdoor recreationists, motorsports and
s monotony of extreme
the lastsport nine months
enthusiasts
Demographics:
extreme sport enthusiasts
Dem
Leisure:
Female 43%
someone•Ò Visiting Ò friends
Urban exploration
Change of scenery and family - know Òsomeone Ò Urban exploration
Recreation activities
Male 57%
g that as a who• Needlives
a breakhere
monotony•of the
and
from home are
and theleveraging that as a
• Outdoor recreationists, motorsports and
Demographics:
Looking for a new urban experience
last nine months beyond • Looking for a new urban experience beyond
extreme sport enthusiasts
reason to visit
• Visiting friendsthe
Female 43%
typical
and family - knowdestinations
someone Ò Urban exploration the typical destinations Male 57%
who lives here and are leveraging that as a Age range from 18 - 65+,
Ò Passing reasonthrough
to visit
• Looking for a new urban experience beyond
Ò Special events (Q3, Q4) Ò Special events (Q3, Q4) 57%
the typical destinations over 45+
Age range from 18 - 65+,
Ò Passing through
on but • On their way to another destination but events (Q3, Q4)
Ò Special 57% over 45+
• On their way• toVisiting for concerts,
another destination but sports, events, etc.• Visiting for concerts, sports, events, etc.
ise arearestopping by to experience Boise• Visiting for concerts, sports, events, etc.
stopping by to experience Boise
Income level
Income level of 100K+;
of 100K+; 28% 28%
Ò Exploring a move
Ò Exploring a move
Business:
Business:
• Have Boise on their radar for a move Business: 67% college graduates
Ò Business meetings
ove • Have Boise on their radar for a move
and want to confirm that it’s a good 67% college graduates
od and wantÒ Business
permanent meetings
residence option
to confirm that it’s a good
Ò Conventions Ò Business meetings
permanent
Ò Conventionsresidence option Ò Conventions
Boise Convention and Visitors Bureau 2021 Marketing Plan 7
Boise Convention and Visitors Bureau 2021 Marketing Plan 7
Geographics
cs:
Geographics:
ts it Given the realities of COVID and the effects it
etinghason on travel, we’ll focus our Q1/Q2 marketing on
Geographics
hts under
Geographics:
ecomes
driving distance markets and nonstop flights under
2 hours. As restrictions ease and travel becomes
ng into all (Q3/Q4), we will expand our marketing into all
safer
Given the realities of COVID and the effects it
nonstop flight markets.
has on travel, we’ll focus our Q1/Q2 marketing on
driving distance markets and nonstop flights under
2 hours. As restrictions ease and travel becomes
safer (Q3/Q4), we will expand our marketing into all
Q1, Q2 Emergence:
nonstop flight markets.
Car
Q1, Q2trips Short Nonstop flights:
and staycationers:
Emergence: Short Nonstop flights:
Car trips and staycationers: Short Nonstop flights:
ey can
Visitors West
are Coast visitors
looking who want a quick getaway
Visitors are looking for a short tripfor
that a short
they can trip that
West they
Coast visitorscan
who want a quickWest
getawayCoast visitors who want a quick getaway
Boisedrive
drive to. Definedthat
to. Defined minimizes
as
as within 350 within
miles time in air
350 miles
from Boise (under 2
from Boise
that minimizes hours) and doesn’t
that
time in air (under 2 hours) andminimizes
doesn’t time in air (under 2 hours) and doesn’t
and withinrequire
oners. multiple stopsfor
and within the Treasure Valley for staycationers.
the Treasure Valley atstaycationers.
airports.
require multiple stops at airports.
require multiple stops at airports.
Twin Falls Salt Lake City Seattle Oakland
Twin FallsSeattleTri-Cities
Idaho Falls
Salt Lake Oakland
City
Portland San Jose
Seattle Oakland
Pocatello Reno Spokane Orange County
Lewiston
Portland
Idaho Falls Wood River Valley Tri-Cities
San Jose
Salt Lake City Portland
Palm Springs San Jose
PocatelloSpokane Orange County
Bend Las Vegas Phoenix
Reno San Francisco Spokane
San Diego
Orange County
lley Lewiston Salt Lake City Palm
WoodSacramento
River SpringsDenver Salt Lake City
Valley Palm Springs
Bend Las Vegas
Boise Convention and Visitors Bureau
Phoenix Las Vegas Phoenix
2021 Marketing Plan 8
San Francisco San Diego San Francisco San Diego
Sacramento Denver Sacramento Denver
2021 Marketing Plan 8
Boise Convention and Visitors Bureau
Geographics
c Pace:
Geographics
Q3, Q4 Back to Pre-Pandemic Pace:
Geographics
Addition of longer nonstop flights:
Geographics
ss to Q3, Q4 Back to Pre-Pandemic Pace:
nonstop
Visitors across the U.S., who have access to nonstop
Addition
ove,flights, ofQ3, Q4 nonstop
longer
as wellincluding
as:
Back toflights:
Pre-Pandemic Pace:
The Importance of
the list from
Q3, Q4 Back to Pre-PandemicQ1, Q2 above,
Pace: as well as:
Addition of longer nonstop flights:
Visitors across the U.S., who have access to nonstop
Addition
flights, including of
Visitorsthe longer
across nonstop
the
list from U.S., Q2flights:
Q1, who have access
above, as welltoas:
nonstop NonstopThe
Flights
Importance of
flights,across
Minneapolis
Visitors including
the the
U.S.,list
whofrom Q1,access
have Q2 above, as well as:
to nonstop The Importance of
Given that The Nonstop
the Flights
airlineFlights
Importance travelof
Minneapolis
flights, including the list from Q1, Q2 above, as well as: Nonstop
Chicago Minneapolis industry isNonstop
suffering,
Given that
theitairline
the
Given that Flights is more
airline travel
travel
Chicago Minneapolis industry is suffering, it is more
Chicago important Given
than ever
industry
that
important to ever
drive
is suffering,
the airline
than
it isflight
travel more
to drive flight
Houston
HoustonChicago important than ever to drive flight
Houston bookings for theisnonstop
industry
bookings
bookings
suffering,
forthe
for thenonstop flights
it is
nonstop moreflights
flights
important than ever to drive flight
Dallas currently
currently inbookings
place. in place.
place.BoiseBoisecurrently
currently
Dallas forBoise currently
Houston
Dallas currently in the nonstop flights
has nonstop
has nonstop service
service to nine
tocurrently
nine out out
Atlanta Dallas
Atlanta has nonstop of service
currently
the
in place.
ten to
busiest nine
Boise
airports out in
Atlanta has ofnonstop
the ten busiest
serviceairports
to nine out in
NashvilleAtlanta
Nashville of the ten busiest
ofthethecountry.
the airports
country.
ten busiest Boise
Boiseairports in
isisserviced
serviced
in
by eight
bycountry. airlines
eight airlines totoserviced
2323nonstop
nonstop
Nashville
New YorkNashville
City
New York City the country.the Boise
flight
is serviced
Boise
destinations
is
which are the
byflight
eightdestinations
airlines to 23 whichnonstop are the
New York City by eight airlines
lifeblood
lifeblood
flight to of23 nonstop
inbound
of inbound
destinations travel
whichtravel for
are the for
New York City both leisure
leisure and
andbusiness.
flight destinations
both
lifeblood which
of inbound are for
business.
travel the
both leisure and business.
lifeblood of inbound travel for
both leisure and business.
Boise Convention and Visitors Bureau 2021 Marketing Plan 9
Boise Convention
Boiseand Visitors Bureau
Convention and Visitors Bureau 20212021 Marketing
Marketing Plan Plan 9 9
Boise Convention and Visitors Bureau 2021 Marketing Plan 9
Geographics
Geographic Visitor Data
Q1 2020 (Pre-COVID) Data showing out-of-state travels with a destination
of Ada travels
of-state
Geographics County. Some
with aofdestination
this could change as we target new nonstop flights
from places like Atlanta, Nashville and New York City.
ge as we target new nonstop flights
ewGeographic
5K+
York Visitor Visitor Data
City. Counties: 3k-5k Visitor Counties:
Geographics
Q1 2020WA
Pierce, (Pre-COVID) Data showing out-of-state
Orange County,travels
CA with a destination
or Counties:
Geographic
of Visitor
Ada County. Some Data
of this could change as we target new nonstop flights
King,places
from WA like Atlanta, Nashville
Tooele, UTYork City.
and New
nty,Q1CA
2020 (Pre-COVID) Data showing out-of-state travels with a destination
Snohomish,
5K+ WA
Visitor Counties:
of Ada County. Some of this Washington,
3k-5k OR
Visitor Counties:
could change as we target new nonstop flights
from places
Pierce, WA
Whitman, WA like Atlanta, Nashville
Yellowstone, MTYork City.
Orange and
County,New
CA
King,
OR WA WA
5K+ Visitor
Spokane, Counties: Tooele,
3k-5kUTVisitorUT
Washington, Counties:
Snohomish, WA
Pierce, WA Washington, OR
Orange County, CA
Malheur,
, MT OR Summit, UT
Whitman, WA Yellowstone, MT
King, WA
Cache, UT Tooele,ILUT
Cook,
UT
Spokane, WA Washington, UT
Snohomish,
Weber, UT WA Washington,
Missoula, MTOR
Malheur, OR Summit, UT
Whitman,
Davis, UT WA Yellowstone,
Benton, WA MT
Cache, UT Cook, IL
Spokane, WA
Salt Lake, Washington, UT
Weber, UT UT San Diego,
Missoula, MT CA
T Davis,
Malheur,
Utah, UT OR
UT Summit,
Benton, WA UT
Cache,
Clark,
Salt NVUT
Lake, UT SanCook,
Diego,IL
CA
Weber,
Utah,
Los UTUT
Angeles, CA Missoula, MT
CA
Clark,
Davis,NV
UT AZ
Maricopa, Benton, WA
Los
SaltAngeles,
Lake, UTCA San Diego, CA
Maricopa, AZ
Utah, UT
Boise Convention and Visitors Bureau 2021 Marketing Plan
Clark, NV
Los Angeles, CA
Boise Convention and Visitors Bureau 2021 Marketing Plan 10
Maricopa, AZ
2021 Marketing Plan 10
Boise Convention and Visitors Bureau 2021 Marketing PlanSeasonality
Seasonality
Seasonality:Seasonality:
Geographics
Geographic Visitor Data
Q1 2020 (Pre-COVID) Data showing out-of-state travels with a destination
of Ada County. Some of this could change as travel
The heaviest we target
from places like Atlanta, Nashville and New York City.
new nonstop
months flightsare traditionally
for BCVB The heaviest Seasonality:
travel months
July through for BCVB
September. And are traditionally Ju
though we want to ensure this continues, therethough we want to ensure
is an opportunity this continues,
to stimulate visits during there is an op
The heaviest travel months for BCVB are traditionally July through September. And
5K+ Visitor Counties: 3k-5k Visitorseasons.
non-peak Counties: With the decline in travel duringnon-peak COVID, seasons.
it isiseven
though we want to ensure this continues, there anWith the decline
more
opportunity critical invisits
to
to stimulate travel
drive during COV
during
Pierce, WA leisureCounty,
Orange visitors
CAin the first half of the year.
non-peak seasons. Withleisure visitors in the first half of the year.
the decline in travel during COVID, it is even more critical to drive
leisure visitors in the first half of the year.
King, WA Tooele, UT
Our media plan will have an increased spend inOur
themedia plan
first six will have
months an year,
of the increased spend in the first
with increased
Our media plan will have an increased spend in the first six months of the year, with increased
Snohomish, WA digital investment.
Washington, OR This will help drive
digital engagement
investment. digital
This will investment.
helpand
drive visitors asThis
engagement and will help
wevisitors
emerge drive
as wefrom
emergeengagement
the
from the and v
pandemic and vaccines become more readily available.
Whitman, WA pandemic MT
Yellowstone, and vaccines become more readily pandemic
available. and vaccines become more readily available.
Spokane, WA Washington, UT
• January 2021: $1,000 • May 2021: $25,082 • September 2021: $41,830
July - Sep
Oct - Dec
Jan - Mar
Apr - Jun
Malheur, OR Summit, UT
• January 2021: $1,000 • May
• February 2021:
2021: • January
$25,082
$15,941 2021:
• June 2021: •$1,000
$21,882September •2021:
May
• October 2021:
2021: $21,157$25,082
$41,830
July - Sep
Oct - Dec
Oct - Dec
Jan - Mar
Apr - Jun
Cache, UT Cook, IL • March 2021: $16,441 • July 2021: $20,118 • November 2021: $6,451
• February 2021: $15,941 • June 2021: •$21,882
February 2021:• $15,941 • June
October 2021: 2021: $21,882
$21,157
Weber, UT Missoula, MT • April 2021: $16,892 • August 2021: $6,451 • December 2021: $5,451
Davis, UT • March
Benton, WA 2021: $16,441 • March 2021: $16,441
• July 2021: $20,118 • July
• November 2021: 2021: $20,118
$6,451
Salt Lake, UT San• Diego,
AprilCA
2021: $16,892 • $6,451
• August 2021: April 2021: $16,892 • August
• December 2021: 2021: $6,45
$5,451
Utah, UT *Does not include IOGA Directory because Duft Watterson is not handling that placement
Clark, NV
Boise Convention and Visitors Bureau 2021 Marketing Plan 11
Los Angeles, CA
Maricopa, AZ *Does not include IOGA Directory because Duft Watterson is *Does not include
not handling IOGA Directory because Duft Watterson is not handling
that placement
Boise Convention and Visitors Bureau 2021 Marketing Plan 11
Boise Convention and Visitors Bureau 2021 Marketing PlanActivities
Activities and
and Experiences
Experiences
d Activities and
: Experiences:
Activities and Experiences
Activities and
Experiences:
PARTICIPATING IN SPORTING EVENT 3.20%
om previous years, the PARTICIPATING IN SPORTING EVENT 3.20%
oise While 2021
a popular
While visitor
visitor activities
activities will
2021destination will differ
differ slightly
slightly from
from previous
previous years,
years, the
the
ATTENDING SPORTING EVENT 9.70%
PARTICIPATING IN SPORTING EVENT 3.20%
outdoor activities and open spaces that make Boise a popular destination
ger than
outdoorotheractivities
mid-sizeand open spaces that make Boise a popular destination ATTENDING SPORTING EVENT
ATTENDING SPORTING EVENT
9
9
will continue to
to help willthe
differcity emerge even stronger than
than other
other mid-size
PARTICIPATING IN SPORTING EVENT 3.20%
While 2021 visitor activities slightly fromEVENT,
previous years, the
ination
willfor the foreseeable
continue help the city emerge
SPECIAL
even stronger
NOT INCLUDING
outdoor activities and open spaces that make Boise a popular destination
SPORTS
mid-size 16.10%
destinations.
ceswillto vet their
destinations. Meaning,
comfort
Meaning, levels.Boise
Boise is
is the perfect
thethan
perfect destination
destination for
for the
the foreseeable
foreseeable
SPECIAL EVENT, NOT INCLUDING SPORTS
ATTENDING SPORTING EVENT 9.70%
SPECIAL EVENT, NOT INCLUDING SPORTS
continue to help the city emerge even stronger other mid-size
SHOPPING 38.70%
future
future as travelers
asMeaning,
destinations. travelersBoiseseek
seek safe, open
open vacation
safe,destination
is the perfect vacation spaces
spaces to
for the foreseeable to vet
vet their
their comfort
comfort levels.
levels.
SPECIAL EVENT, NOT INCLUDING SPORTS 16.10%
SHOPPING
future as travelers seek safe, open vacation spaces to vet their comfort levels. SHOPPING
SHOPPING
38.70%
ARTS OR CULTURE 19.40%
Q1-Q2:
Q1-Q2: ARTS OR CULTURE ARTS
19.40% OR CULTURE
edding - transitioning
ARTS OR CULTURE
WHITE WATER RAFTING 12.90%
Ò Outdoor activities: skiing, snowshoeing, sledding - transitioning
in lateÒ Outdoor
ÒtoQ1, early
Outdoor
biking, Q2activities:
hiking, activities: skiing,
skiing,
fishing, white water
snowshoeing,
snowshoeing,
rafting
sledding - transitioning
in late Q1, early Q2sledding - transitioning
WHITE WATER RAFTING 12.90%
WHITE WATER RAFTING
WHITE WATER RAFTING
to biking,
biking, hiking,
toexploration: hiking, fishing,
fishing, white
white waterwater rafting
raftingGOLF in
in late
late Q1,
Q1, early
early Q2
3.20%
Q2
GOLF 3.20%
Ò Urban shopping, dining, hotels
GOLF 3.20%
GOLF 3.20%
Ò Urban exploration: shopping, dining,
Urbanhotels,
exploration: shopping,
SKIING ORhotels
SKIING OR SNOWBOARDING 9.70%
Staycation: swimming, dining
ÒÒ dining, hotels
SNOWBOARDING 9.70%
BIKING OR HIKING 12.90%
SKIING OR SNOWBOARDING 9
Ò Staycation:
Staycation: hotels,
hotels, swimming,
swimming, dining
SKIING OR SNOWBOARDING 9
Q3-Q4:
Ò diningBIKING OR HIKING WINE RIES OR BREWERIES 12.90% 19.40%
Ò Outdoor activities: biking, hiking, fishing, white water rafting
BIKING OR HIKING
CITY OR URBAN DOWNTOWN
BIKING OR HIKING 35.50%
transitioning to skiing, snowshoeing, sledding in Q4
Q3-Q4:
WINE RIES OR BREWERIES 19.40%
OUTDOOR OR RECREATION
WINE RIES OR BREWERIES 38.70%
hite water
Ò Urbanrafting
exploration: shopping, dining, hotels
CITY OR URBAN DOWNTOWN
WINE RIES OR BREWERIES
35.50%
ng inÒ Q4
Ò Outdoor
Group activities: activities:
concerts, biking,
Ò Outdoor activities: biking, hiking,events,
sports, arts, hiking,
and other fishing,
fishing,etc. white
white water
water rafting
rafting
VISITING FRIENDS OR FAMILY
CITY OR URBAN DOWNTOWN
32.30%
CITY OR URBAN DOWNTOWN
transitioning to skiing, snowshoeing, sledding
RECREATION in Q4
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00%
transitioning to skiing, snowshoeing, sledding in Q4
OUTDOOR OR 38.70%
OUTDOOR OR RECREATION
Ò Urban
Urban exploration:
exploration: shopping,
shopping, dining, hotels
OUTDOOR OR RECREATION
dining, hotels
d otherÒevents, etc.
Boise Convention and Visitors BureauVISITING FRIENDS OR FAMILY 2021 Marketing Plan
32.30% 12
VISITING FRIENDS OR FAMILY
Ò Group
Group activities:
activities: concerts,
concerts, sports,
sports, arts,
arts, andand other events, etc. 25.00%VISITING FRIENDS OR FAMILY
Ò other
0.00%
events,
5.00%
etc.
10.00% 15.00% 20.00% 30.00% 35.00% 40.00%
0.00% 5.00% 10.0
0.00% 5.00% 10.0
2021 Marketing Plan 12
Boise
Boise Convention
Convention and
and Visitors
Visitors Bureau
BureauMessage Message
Cadence: Cadence:
Message
Cadence:
Messaging will be deployed in accordance w
Messaging will be deployed in accordance with COVID’s
abatement and the region’s return to pre-pan
abatement and the region’s
Messagingreturn to pre-pandemic
will be deployed pace.
we’re not emphatically
in accordance While telling people it’s abso
with COVID’s
abatement and the region’s return to pre-pandemic pace. While
we’re not emphatically telling people it’s absolutely
we’re not emphatically tellingin people
Q1 and safewe
it’s Q2;
to travel
absolutely are
safeletting
to travel them know that B
in Q1 and Q2; we areinletting
Q1 and them
Q2; we know that
are letting themBoise
option. For
know is aQ3
that great
and
Boise is aQ4,
greatwe will return to pre-p
option. For Q3 and Q4, we will return to pre-pandemic
option. For Q3 and Q4, we will return to pace bypace
pre-pandemic
including messaging aboutby
higher density ac
including messaging about higher density activities (concerts,
including messaging about higher densityfestivals, activitiesevents,
(concerts,etc.).
festivals, events, etc.).
festivals, events, etc.).
Q1: Recovery
Q1: Recovery
Q1: Recovery
Subtly address reticence to travel due to COVID-19. Because of
its wide-open spaces, walkable streets, proximity to outdoor
Subtly address reticence to travel due to CO
Subtly address reticence to travel
recreation due dining,
and outdoor to COVID-19.
Boise is theBecause of for
perfect choice
quick travel escapes as weits wide-open
emerge spaces, walkable streets, prox
from the pandemic.
its wide-open spaces, walkable streets, proximity to outdoor
recreation
recreation and outdoor dining, Boise is the and outdoor
perfect choice for dining, Boise is the p
quick travel escapesQ2, Q3,emerge
as we from quick
Q4: Leisure travel escapes as we emerge from the
andpandemic.
the business
normalization
Less of a need to rationalize travel. COVID-related reasons for
Q2, Q3, Q4: Leisure
travel areand business
not mentioned asQ2, Q3,more
it becomes Q4: Leisure
about travel for and busines
normalization normalization
traditional seasonality and business reasons.
Boise Convention and Visitors Bureau 2021 Marketing Plan 13
Less of a reasons
Less of a need to rationalize travel. COVID-related need to forrationalize travel. COVID-re
travel
travel are not mentioned as it becomes more are not
about mentioned
travel for as it becomes more
traditional seasonality and business reasons.
traditional seasonality and business reasons
Boise Convention and Visitors Bureau 2021 Marketing Plan 13Basecamp Boise
The 2021 Leisure Campaign;
Basecamp Boise
Boise
Basecamp Boise
The 2021
Given Leisure
the realities Campaign;
of COVID and the need to bring visitors to
Boise, we have landed on the campaign theme, Basecamp Boise.
Basecamp Boise
Basecamp Boise
It was chosen because it provides an anchor from which all
d to bring visitors
marketing can to while also providing for messaging flexibility
stem,
The 2021 Leisure Campaign;
heme, Basecamp
during Recovery Boise.
and Normalization. Basecamp Boise is not about
Basecamp Boise
sending
chorGiven
from visitors
thewhich
realities out
all
of of Boise
COVID – itsneed
and the about basing
to bring themselves
visitors to and
their activities here. There are additional reasons for choosing this
forBoise, we have landed on the campaign theme, Basecamp Boise.
messaging
campaign
flexibility
theme:
It was chosen because it provides an anchor from which all
ecamp Boise
marketing isstem,
can not while
about also providing for messaging flexibility
It allows us to spotlight keythe
UVPs throughout Q1, Q2,to
Q3, Q4.
basingÒ
Giventhemselves
during the realities
Recovery and
andof COVID and
Normalization. need
Basecamp toBoise
bringisvisitors
not about
Boise,
sending
Ò Itforwe haveout
visitors
positionslanded on
asthe
of Boise
Boise –a itscampaign
abouthub
central theme,
basing
from Basecamp
themselves
which to and Boise.
reasons choosing this
their activities here. There are additional reasons for choosing this
It wasenjoy
chosen becausethe
everything it provides
TreasureanValley
anchorhasfrom which all
to offer.
campaign
marketingtheme:
can stem, while also providing for messaging flexibility
Ò ItRecovery
during allows us and
to promote local hotels,
Normalization. restaurants,
Basecamp stores,
Boise is not about
Ò It allows
roughout Q1,
etc.,
us to Q3,
asQ2,
spotlight
wellout Q4.
as of
key UVPs throughout Q1, Q2, Q3, Q4.
walkable/bikeable
sending visitors Boise – its aboutdestinations and nearby
basing themselves and
Ò It positions Boise as a central
outdoor recreation
their activities
hub from
that makes ourwhich tounique.
city so
here. There are additional reasons for choosing this
om whichenjoytoeverything the Treasure Valley has to offer.
campaign
It’s a theme:
campaign theme that aligns with the Boise ethos
y hasÒtoItoffer.
Ò
allows us to promote local hotels, restaurants, stores,
Itas
Ò etc.,
well as
allows usas
as well
many of the people
towalkable/bikeable
spotlight key UVPs who travel here.
throughout
destinations and Q1, Q2, Q3, Q4.
nearby
restaurants,
outdoor stores,
It’s active and inviting,
recreation whileour
that makes allowing visitors to
city so unique.
ÒÒ It positions Boise as a central hub from which to
stinations
Ò It’s aand
define
enjoy nearby
their
everything
campaign
own
theme
adventures
thethat
Treasure a basecamp
Valley
aligns with thehas tocan
Boise
provide,
offer.
ethos
aswhether
city so unique. it beof
well as many shopping
the peopleorwho
mountain biking.
travel here.
Ò It allows us to promote local hotels, restaurants, stores,
It’s active
etc., as andas
well inviting, while allowing visitors
walkable/bikeable to
destinations and nearby
th the
Ò Boise
define
ethos
their own adventures a basecamp can provide,
outdoor recreation that makes our city so unique.
ravel Boise
here.
whether
Convention it
andbe shopping
Visitors Bureau or mountain biking. 2021 Marketing Plan
Ò It’s a campaign theme that aligns with the Boise ethos
g visitorsasto
well as many of the people who travel here.
camp can
It’sprovide,
active and inviting, while allowing visitors to
Ò Convention
Boise and Visitors Bureau 2021 Marketing Plan 14
biking. define their own adventures a basecamp can provide,
whether it be shopping or mountain biking.
Boise Convention and Visitors Bureau
2021 Marketing Plan 14
2021 Marketing PlanCreative Creative Creative Creative Creative Creative Boise Convention and Visitors Bureau 2021 Marketing Plan 15 Boise Convention and Visitors Bureau 2021 Marketing Plan 15 Boise Convention and Visitors Bureau 2021 Marketing Plan 15
Media
Media
Media
Media
Media
nsist of a mix of digital
Media
cations throughout the
The 2021 Leisure Recovery Media Plan will consist ofof
aamix ofofdigital
onalityThe
and2021 Leisure
geographic Recovery Media Plan will consist mix digital
heavy
heavy tactics and a few intentional print publications throughoutthe
tactics and a few intentional print publications throughout the
s late winter, spring and
year. Messaging will be tailored towards seasonality and geographic
The year. Messaging
2021 Leisure Recoverywill bePlan
Media tailored towards
will consist seasonality
of a mix of digital and geographic
locations.
heavy There will be three campaign phases
locations. There will be three campaign phases late winter,
tactics and a few intentional print publications throughout late
the winter, spring
springand
and
summer,
year.
nd social
Messaging
summer, and
campaignsand fall.
will be tailored
fall. towards seasonality and geographic
will target The digital tactics will consist of Google Search running through the year with
locations. There will be three campaign phases late winter, spring and
of Boise
In theand
summer, latemarkets
and fall. with a January-April,
spend levels fluctuating
digital and socialhigher during
campaigns peak
will travelThe
target seasons
digital and lower
tactics willduring
In the late winter months, January-April, digital and social campaigns will target The digital tactics will consist ofGoogle
winter months, consist of Googl
e geared
Inthe
the late towards
localwinterBoise our
months, stated
market, a 350
January-April, hiatus
mile
digital driving
and months.
social radius
campaigns
the local Boise market, a 350 mile driving radius of Boise and markets with a Programmatic
ofwillBoise
target and display
Themarkets
digital tactics campaigns
with a
will consist will
spend run through StackAdapt
spend levels fluctuating higher duringpe
of Google levels
Search fluctuating
running through thehigher
year within
during p
the local Boise market, a 350 mile driving radius of Boise and markets with a spend levels fluctuating higher during peak travel seasons and lower during
r, less risk-averse
nonstop
nonstop flightflight
nonstop lessflight travelers
thanlessless
2 than
than
hours.
who
2 hours.
This 2 hours.
flight
the
will This
winter
beThis flight
geared
months,
flight will
towards be
will
ourbe
Adara
geared
geared
stated
in the
towards
towards
hiatus
summer/fall
our
months. our stated (subject
stated display
Programmatic hiatus to
hiatus change)
months.
months.
campaigns
and
will run
TripAdvisor
Programmatic
Programmatic
through StackAdapt display
display
in ca
c
target
target target audience
audience audience with
with intentionswithintentions
tointentions
reach younger, in the
totoreach fall.
reach
less The
younger, Boise
younger,
risk-averse less Airport
less
travelers who thewill
risk-averse
risk-averse match
winter travelers the
travelers
months, Adara Adara
whowho campaign
the
thewinter
in the summer/fall winter budget.
months,
months,
(subject to change) Social
Adara
Adara inmedia
inthe
and TripAdvisorthesummer
summe
are
are moremoreapt toapt
are morecampaign travelto during
travel
apt to travel uncertain
during times. will
uncertain start
during uncertain times. with
times. Facebook, Instagram
in the fall. The and
Boise Tik Tok.
Airport will Social
match
in thebudgets
Adara will
campaign be
budget.optimized
in the fall. The Boise Airport will matchth
the fall. The Boise Airport Social media
will match
mer,Budgets
May-July, to will start with Facebook, Instagram and Tik Tok. Social budgets will be optimized
will increase during the spring and summer, toward whichever
May-July, campaign platforms
to arewhichever
toward seeingplatforms
the best are performance
will
willstart
seeing start
the with
best with throughout
Facebook,
Facebook,
performance throughout thethe and
Instagram
Instagram andT
gnsalign
will
Budgets target
Budgets
with willawill
anticipated 350
increase mile
increase
peak radius
during
travel. during
These thethe spring
campaigns spring andand
will target summer,
summer,
a 350 May-July,
mile radiusMay-July, campaign
campaign to to
will year. aLast ofwider
all,audience
the BCVB secured
year. Last of an annual
all, the toward
sponsorship
BCVB secured toward
an annualwhichever
for the Explore
whichever
sponsorship platforms
forplatforms
the Explore Boise are
areseeing
Boise seeingt
align
get aand align with
all nonstop
slightly anticipated
wider
with flight markets. This
audience
anticipated peak flight
as
peak travel.
travel. These
target
These campaigns
slightly
campaigns willastarget
will target a a350
destination 350 mile
page on radius
mile radius
TripAdvisor. This sponsorship will include continuous
travel safety concerns ease and more peopledestination are comfortablepage gettingon out.TripAdvisor. This sponsorship year.
willLast
year. Lastofofall,
include thetheBCVB
continuous
all, BCVBsecured securedan anana
and
e comfortable
and allallnonstop getting
nonstop flight
out.
flightmarkets.
markets. This
This flight
flight will
willtarget
target aa slightly
slightly wider
banner ads audience
wider audience
driving asas users to the page.
TripAdvisor
The fall campaign, September-October, will target banner ads
a similar driving
geographic TripAdvisor
area to users to the page. destination
destinationpage pageon onTripAdvisor.
TripAdvisor.This Thissp
s
travel
travel safety
safety concerns
concerns easeIt willand
ease and more
more people
people arearecomfortable
comfortable getting
All print getting
publications out.
out.
will be full-page, full-color placements to leave a stronger
the spring
et apossible and
similarinclusion summer
geographic campaigns.
area to target an even wider audience with
impression on the reader. Publications banner with ads
banner adsdriving
strong drivingTripAdvisor
distribution channels andusers
TripAdvisor userstoto
of older demographics as All theyprint
will be publications
the last group of peoplewill be full-page, full-color placements to leave a stronger
toThe The fallfall
campaign,
campaign, September-October,
Older audiences maywill
September-October, bewilltarget
target a similar
atosimilar geographic
geographic area
areato
readership were chosen into
surrounding markets. Print mediums have seen
an even feel wider
comfortable audience
traveling with
again. more inclined AllAllprint
printpublications
publicationswill willbe befull-page,
full-page,ful fu
the
travel thespring
for spring and
this holiday and summer sincecampaigns.
summer
season manycampaigns. impression
missed outIton
will
It will on the
target
target
festivities inan an
2020reader.
even
due wider
even Publications
higher
wider
performance
audience
audience with
withstrong distribution channels and
due
with
to the pandemic.
y will be the last group of people friends. in surrounding markets. impression ononthe thereader.
to the pandemic. The fall will have a strong focus
possible
possible inclusion
inclusion of older
of older readership
demographics
demographics were
on visiting family
as asthey
theychosen
and
will
willbe bethethe last
lastgroup
group ofofpeople
people
impression
Print mediums have seenPublications
reader. Publicationsw
ces may be more inclined to readership
readershipwere werechosen chosenininsurroundingsurrounding
higher performance due tobe the pandemic.
out toonto feelfeelcomfortable
festivitiescomfortable in 2020 traveling
due again.
traveling again. Older
Older audiences
audiences may
may be more
more inclined
inclinedtoto
higher
higherperformance
performancedue duetotothe thepandemi
pandem
travel
travel forfor this this holiday
holiday season
season since
since many
many missed
missed out out onon festivities
festivities inin2020
2020 duedue
s on visiting family and friends.
toto the thepandemic.
pandemic. TheThefallfallwillwillhave
have a strong
a strong focus
focus onon visiting
visiting family
familyand andfriends.
friends.
Boise Convention and Visitors Bureau 2021 Marketing Plan 16
2021 Marketing Plan 16
Boise
Boise Convention
Convention andand Visitors
Visitors Bureau
BureauMedia
Leisure
January 2021:
Media
$1,000 May 2021: $25,082 September 2021: $41,830
May 2021:
000 Leisure
Google Ads: $25,082
100% September
Google Ads: 2021: $41,830
24% January 2022:
Google Ads: $2,451
9.5%
00% Google Ads: 24% Adara: Ads:
Google 27% TripAdvisor
9.5% TripAdvisor Programmatic: 100%
Sponsorship: 35%
January 2021: $1,000 May 2021: $25,082 September 2021: $41,830 January 2022: $2,451
Adara: 27% TripAdvisorProgrammatic:
TripAdvisor Sponsorship: 10%
35% TripAdvisor Sponsorship: 6%
February
Google Ads: 2021: 100%$15,941
TripAdvisor Sponsorship:
Google Ads:
10% Social Media:
TripAdvisor
24% Google Ads:
Sponsorship: 20%
6%
9.5%
Social
TripAdvisor Sponsorship:
Media:
100%
12.5%
941 Google Ads:
Social Media:
Adara:
25% Sponsorship:
20% Northwest
Social
27%
Travel
Media:
TripAdvisor Programmatic: February
&TripAdvisor
Life: 20%
12.5%
35%
Alaska
2022:
Beyond Magazine:
$2,451 10%
TripAdvisor 10% Sponsorship: 6%
February 2021: $15,941 February 2022: $2,451
25% Northwest Travel & Life:
StackAdapt: 20%
44%
Social Media: Alaska Beyond Magazine:
20% Social Media: 10% TripAdvisor
Salt Lake Sponsorship:
12.5% Magazine: 100%10%
Google Ads: 25% Northwest Travel & Life: 20% Alaska Beyond Magazine: 10% TripAdvisor Sponsorship: 100%
44% Social Media: 25% Salt Lake Magazine:Salt Lake Magazine:10% Idaho Travel Guide: 17%
25%
StackAdapt:
BoiseDev:
44% June 2021: $21,882
Idaho Travel Guide: Idaho Travel Guide:17%
10%
June
Social
2021:
Media: 25%
June6%
$21,882 2021: $21,882 March
17%
2022:
March 2022: $2,451
$2,451
6% BoiseDev: 6%
Google Ads: 27%
Google Ads: Google Ads:
27% 27%
October 2021: 30% $21,157 October
TripAdvisor 2021:
TripAdvisor Sponsorship: $21,157
Sponsorship: 100%
100%
March
March
Adara:2021:2021: $16,441$16,441
Adara: October 2021:
Adara:
30% Sponsorship:
30% $21,157
441 TripAdvisor
Google Ads: Sponsorship:
24%
TripAdvisor
11%
Social
TripAdvisor 11%
Media: Google Ads: 23%
Sponsorship:
Google Ads:
19%
11%
TripAdvisor Programmatic:
Google
19%
70%
Ads: 19%
Google Ads:
StackAdapt: 43%
24% Social Media:8%
East Idaho Adventure Guide:
23%
TripAdvisor Sponsorship:
TripAdvisor
11%
Programmatic: 70%
24% Social Media:
StackAdapt: 23%
43% TripAdvisor Programmatic:
East Idaho Adventure Guide: 70% 8% TripAdvisor Sponsorship: 11%
Social Media: 27%
43% East Idaho Adventure Guide: 8% TripAdvisor Sponsorship: 11%
Social Media:
BoiseDev: 6%
July27%
2021: $20,118 November 2021: $6,451
27%
BoiseDev: 6%Ads: July 2021:
6% April 2021:
July 2021: $16,892 Google
Adara: $20,118 November 2021:
30%
33%
$20,118 November
Google Ads:
$6,451
TripAdvisor Sponsorship:
62%
38%
2021: $6,451
Google Ads: 24% TripAdvisor Sponsorship: 12%
Google Ads: 30% Google Ads: 62%
892 April 2021:
Google Ads: $16,892
30%
StackAdapt: 41% Social Media: Google Ads: 25% 62%
TripAdvisor Sponsorship: 15% Adara: December 2021:
33% $5,451
TripAdvisor Sponsorship: 38%
Adara: 33% TripAdvisor Sponsorship: 38%
24% Google
Social Ads: Sponsorship:
Media:
TripAdvisor
15% 24%
August
12% TripAdvisor
2021: Sponsorship:
$6,451 Google Ads: 12% 55%
BoiseDev: 6% TripAdvisor Sponsorship: 45%
StackAdapt: 41% Social Media: 25%
41% Social Media:
TripAdvisor Sponsorship:
25%
Google Ads:
December38%
15% Sponsorship: 2021:
62%
$5,451 December 2021: $5,451
15% TripAdvisor
Social Media: 15% Google Ads: 55%
15%
August
BoiseDev:
Boise 2021:
Convention and Visitors Bureau $6,4516%
August 2021:
Google Ads: $6,451
55%
TripAdvisor Sponsorship:
2021 Marketing Plan
45%
17
6% TripAdvisor Sponsorship: 45%
Google Ads: 62% Google Ads: 62%
TripAdvisor Sponsorship: 38% TripAdvisor Sponsorship: 38%
Boise Convention and Visitors Bureau 2021 Marketing Plan 17Media
Meetings and Events Media
The goal of this media plan is to reach meeting & convention planners, with
Media
an event size of 10-1,500, early on in Q1 and Q2 as they start planning and
preparing for the world to reopen. After discussions with BCVB we have come
eeting
to the& convention
conclusion that evenplanners,
after covid with
concerns start to ease, driving distances
andwill
Q2 as they start planning and
Meetings and Events Media experience than farther travel and
still be more of a sought-after meeting
longer flights.with
discussions
Media BecauseBCVB of this,
wewe will predominately
have come target Idaho’s surrounding
The goal
states of this
in the media plan
Northwest is to reach meeting & convention planners, with
region.
oncerns
an eventstart size ofto ease,early
10-1,500, driving distances
on in Q1 and Q2 as they start planning and
The Boise market has a lot of open space, availabilitywith
andBCVB
opportunity tocome
host
g experience
preparing
meetings
for
and
thethan up
world
events
farther
to reopen.
through
travel
After
September.
and
discussions
The Boise Centre
we have
has a pretty full
to the conclusion that even after covid concerns start to ease, driving distances
edominately
Meetings
schedule
will still be more
target
and
starting Idaho’s
of aEvents
in September
sought-after
surrounding
Media
so larger convention options may be
meeting experience than farther travel and limited
at that
longer point
flights.in time.
Because We will
of cost
this, we effectively reach ourtarget
will predominately targetIdaho’s
audience through
surrounding
The
niche goal of this
placements media plan is to
with publications reachand industry specific associations with
meeting & convention planners, like MPI,
states
an eventin the
size Northwest
of 10-1,500, region.
early on in Q1 aand Q2 asbudget,
they start planning andmany
e, availability
Meetings
preparing
Today,
for
and opportunity
SGMP
the world
and ASAE. to host
With smaller we have vetted
The Boise
options andmarket
hand has a to
selectedlotreopen.
of openAfter
placementsspace,discussions
availability
that utilize thewith
and BCVB we have
opportunity
BCVB’s budget to come
host
the
mber.
to The
the
meetings
fullest.
Boise
conclusion
and events
Additionally,
Centre
that
we even
uphave has
after
through a pretty
covid
September.
negotiated
full
concerns
added The start
Boise
value to ease,
Centre
digital driving
elements distances
has a pretty
with full
r convention
willofstill
schedule
all thebe moreoptions
starting
print placements may
ofina September
sought-after be
as well limited
someeting
aslarger experience
convention
discounted than
ratesoptions
for farther
the may betravel
majority limited
of alland
longer flights. Because
time. Weof this, weeffectively
will predominately
reach ourtarget
targetIdaho’s surrounding
elyat that placements.
reach
digital
states
point
ourin target
in the Northwest
will cost
audience
region.
through audience through
niche placements with publications and industry specific associations like MPI,
ndustry
The printspecific
Meetings placements associations
were chosen like
based MPI,
off the following factors: geographic
The BoiseToday,
distribution, market SGMP
has a and
seasonality, lot ofASAE.
issue open With
space,
content
a smaller budget,
availability
(content that isand we have vetted
opportunity
relevant to our
many
to host
audience
a smaller
options
meetings budget,
and hand
and eventstoupwe
selected have
through vetted
placements many
that
September. utilize the BCVB’s budget to
The Boise Centre has a pretty full the
and complimentary our messaging) and pricing.
hatfullest.
utilize
schedule Additionally,
the BCVB’s
starting inwe have negotiated
budget
September to the
so larger added value digital
convention optionselements
may be with
limited
all
at of
thatthe print
point inplacements
time. We willas well
cost as discounted
effectively reach rates
our for the
target majority
audience of all
through
added
digital value digital elements with
placements.
niche placements with publications and industry specific associations like MPI,
ounted rates
Meetings for
Today, the
SGMP
The print placements
majority
and
were
of aallsmaller
ASAE. With
chosen based budget, we
off the following have vetted
factors: many
geographic
options and hand
distribution, selected
seasonality, placements
issue that utilize
content (content the
that isBCVB’s
relevantbudget to the
to our audience
fullest.
and Additionally, we
complimentary to have
our negotiatedand
messaging) added value digital elements with
pricing.
d off thethefollowing factors:
as wellgeographic
Boise Convention and Visitors Bureau 2021 Marketing Plan 18
all of print placements as discounted rates for the majority of all
digital placements.
content that is relevant to our audience
nd The
pricing.
print placements were chosen based off the following factors: geographic
distribution, seasonality, issue content (content that is relevant to our audience
and complimentary to our messaging) and pricing.
Boise Convention and Visitors Bureau 2021 Marketing Plan 18
Boise Convention and Visitors Bureau 2021 Marketing Plan 18
2021 Marketing Plan 18You can also read
