The Amazing New York Getaway

Taryn Burks, Lilin Cai, Han Chiu, Jiaying Li, Qiqi Tan, Chenyu Wu

Closer. Quicker. Richer. A New York Weekend Getaway is right away.

Agenda

❏ Situation Analysis

❏ Audience Insights

❏ Communication Goal

❏ Campaign Overview

❏ Timeline

❏ Objectives

❏ Strategies

❏ Key Messages

❏ Tactics

❏ Media Outreach

❏ Broadcast

❏ Print Media

❏ Digital Media

❏ Budget

❏ Measurement

Communication Goal

Educate potential travelers from neighboring regions about the different destinations in New York State and the ease of access for short weekend trips.Strengths

1. Diverse cultural, historical and outdoor attractions. 2. Well-developed transportation system.

Challenge

Insufficient awareness of available destinations and transportations options.

OpportunityTravelers from neighbor regions can easily access New York by car or train within a day, making the state an ideal weekend getaway.

Situation Analysis

Eastern Canada

4.3Mtrips to USA in December 2014

2.4Msame-day car

travel trips

Ontario and Quebec travelers seek culture and

entertainment

Audience Insights

American TravelersCanadian Travelers

72%of leisure trips

were by car in 2014

85%take at least one

road trip annually

56%take occasional weekend trips

32%plan to increase

travel spend in 2015

Communication Goal

Educate potential travelers from neighbor regions about the different destinations in New York State and the ease of access for short weekend trips.

Key campaign components:

Campaign Overview

❏ A statewide relay event, inspired by the Olympic torch relay, to highlight New York’s different regions. The race culminates in a festival that showcases the state’s attractions and tourism services.

❏ Initiatives to promote the convenience of transportation and appeal of road travel.

❏ Online content that showcases the state through the eyes of locals and visitors.

The Amazing New York Getaway

TimelineTimeline

Objective No. 1

Increase awareness among travelers from neighbor regions and within New York State about New York’s culinary, cultural, historical, outdoor and sports attractions.

❏ Strategy: Enlist local residents and business owners to serve as New York State ambassadors.

❏ Key Message: New York is more than the Statue of Liberty, Times Square and Central Park. Let the locals show you what New York has to offer.

Amazing Relay Race

❏ Cross-state relay race will showcase New York’s cultural, historical and outdoor attractions. The race will start at Niagara Falls and end in NYC.

❏ The race will be pitched to national morning news shows for coverage. Hosts will interact with the runners and discuss what makes New York attractive.

Tactic 1-1

❏ Residents from the 11 regions will be invited to participate in the weeklong race. The I Love NY bus will follow the runners along the route.

❏ Business owners from across the state will host booths to showcase the state’s regional attractions.

I Love New York Festival

Tactic 1-2

❏ The final runner from the Amazing Race will kick off the two-day I Love New York Festival.

❏ Thirty booths will feature arts and culture institutions; outdoor activities, such as fishing and hiking; restaurants, specialty food shops and wineries.

❏ I Love NY bus - travellers can preview what they’ll experience on an I Love NY custom upstate tour.

Objective No. 2

Increase awareness among New York State travelers about available transportation options.

❏ Strategy: Show travelers how simple it is to access New York State by car or public transportation with comprehensive travel planning resources.

❏ Key Message 1: Escape the city for an afternoon or weekend; no car is necessary – simply go online to book your tickets.

❏ Key Message 2: Your next weekend adventure is just a short drive away. Let us guide you, or you may steer your own trip.

Tactic 2-1

Celebrity Seasonal Road Trip Guides

❏ Signature itineraries from four New York State celebrities.

❏ Seasonal two-day or three-day trips highlighting different travel themes.

❏ The guides will be available on the I Love NY website and app, while the celebrities will share their signature itineraries on their social media accounts.

Sample Itinerary

Day 1 1st Stop Glenora Wine

Activity Lunch and wine tour

Day 2 2nd Stop Watkins Glen State Park

Activity Explore the amazing and infinite variety of the park’s waterfalls.

Season: Summer

Theme: Wine Tasting & Relaxation

Destination: Finger Lakes Wine Country

Celebrity: Olivia Palermo

Tactic 2-2

Discounted Car Rental Service

❏ Partnership with Zipcar and Enterprise.

❏ Travelers who make a reservation via the I Love NY website or app will receive discounts on their car rental fee.

❏ A celebrity road trip video sponsored by partners.

Tactic 2-3

Trip Planning Videos

Animated short videos that show travelers how simple it is to plan a weekend road trip in New York. ❏ Car rental

partnerships❏ I Love NY Bus❏ LIRR and MetroNorth

Objective No. 3

Increase traffic to the I Love NY website

❏ Strategy: Position the I Love NY website and mobile app as visitors’ first choice for New York travel planning tools.

❏ Key Message: The I Love NY website and mobile app provide the most comprehensive and insightful New York tourism information. It is an information hub for both travelers and the tourism industry.

Tactic 3-1

Photo Competition

“Amazing New York Getaway” on Instagram to raise awareness and collect photos for the I Love NY website.

❏ Contestants post photos using #AmazingNYGetaway and #ILOVENY

❏ Must tag @Iloveny and add the photo location

❏ A committee will select the most compelling pictures

❏ Reward: discounted prices at partnering hotels

Tactic 3-2

❏ Travel insiders (local residents) will offer personal recommendations based on their unique experiences.

E.g. Top 3 Must-Dos in Rochester.

❏ Visitors can get detailed trip planning ideas from their feedback, videos and pictures.

Insider Guides

Uncover the unknown of New York with information exclusively on the I Love NY website.

Media Outreach - Broadcast Media Outreach - Broadcast

Amazing Relay Race and I Love NY Festival

❏ National: The Today Show, Good Morning America, CBS This Morning, Live! with Kelly and Michael

❏ Regional: Local news programs including NY1, ABC, CBS, NBC, Fox (U.S.) and CTV, CBC Television, Global, Ici Radio-Canada Télé, TVA (Canada)

❏ Radio morning shows: The Breakfast Club, Elvis Duran and The Morning Show, Scott Shannon in the Morning

Celebrity Road Trips

❏ Lifestyle programs: 1st Look-WNBC and A Taste of New York

Media Outreach - Print Media

❏ National Newspapers: New York Times, Wall Street Journal, USA Today

❏ Local Newspapers: New York Daily News, am New York, South Jersey Times, Hartford Courant, Boston Globe, Philadelphia Inquirer, The Toronto Star, La Presse Montréal.

❏ Travel and Lifestyle Magazines: Travel + Leisure, Condé Nast Traveler, AFAR, CAA Magazine, Urbanette, NUVO, Food & Wine, Wine & Spirits, Vogue

❏ Regional Magazines: New York Magazine, Philadelphia Magazine, Cincinnati Magazine, Washingtonian, Montréal Magazine, Timeout

❏ Online media sites: Buzzfeed, CNN, Huffington Post, Lonely Planet, Refinery 29, Roadtrippers

❏ Travel and Lifestyle Blogs: Triphackr, I Will Travel, Tripper

❏ I Love New York website, app and social platforms

Media Outreach - Digital Media

Budget

ITEM AMOUNT

Amazing Marathon $45,732.19

I Love NY Festival $19,000.00

Celebrity Seasonal Road Trips $109,250.00

Trip Planning Videos $50,000.00

Discounted Car Rental Service $6,250.00

Photo Competition $3,125.00

Insider Guides $2,500.00

TOTAL* $235,867.19

*Does not include agency time

Measurement

❏ The Amazing Race and I Love New York FestivalMedia impressions Social media postsNumber of visitors In-person bookings

❏ I Love New York App Increase in users❏ Car Rental Service

Number of reservations

❏ Celebrity Road Trip Itineraries Visitors to itineraries on website and app

Media impressions❏ Social Media

Views of trip planning videosNumber of photos posted during the Instagram competition Increase in followers and “likes”

❏ I Love New York Website Traffic to Insider Guides Increase in overall traffic

Thank you!