Tourism in review [Jan. 2004]

Tourism

January '04 in review . . .

Volume 23 January

St. Simons Island
Ballastone Inn, Savannah

PUBLIC RELATIONS
On January 14, The Georgia Department of Industry, Trade and Tourism (GDITT) unveiled a new state map and Georgia On My Mind Travel Guide during a special ceremony at the Pebble Hill Plantation in Thomasville.
The Georgia Tourism Division joined forces with the Georgia Department of Transportation (GDOT) to produce the state highway map that encourages visitation and highlights tourism attractions across Georgia. By printing one map instead of two, the state saves more than $200,000 in 2004 and increases the number of maps available for visitor distribution to 1.5 million.
"The new GDITT/ GDOT state map is a great example of the power of partnership among state agencies," Janis Cannon, GDITT Deputy Commissioner of Tourism, said. "The maps help promote the state as a prominent leisure travel destination." The highway maps will be distributed at the Georgia Visitor Information Centers (VIC), local visitor centers, travel and consumer shows, and through bulk requests and fulfillment.
The new 2004 Georgia On My Mind Travel Guide (GOMM) is another example of industry collaboration. The top-ranked guide is assembled using information contributed by tourism industry partners. It is one of the primary marketing tools used by GDITT to showcase Georgia attractions and destinations. The new GOMM travel guide, which features Thomasville's renowned Pebble Hill Plantation on its cover, was rated among the top state travel guides in the nation by Randall Travel Marketing for the third year in a row.
The Lodge on St. Simons Island has been named as one of the world's "10 Great Escapes" by the editors of the international luxury lifestyle magazine Robb Report www.robbreport.com. Selected for their March issue, the Lodge was named as one of only three U.S. hideaway destinations among the list of extraordinary secluded travel destinations, spanning eight countries across four continents. The March issue hits newsstands on February 17.
Just in time for Valentines, Money Magazine announced that the Ballastone Inn in historic Savannah will be listed in their February 2004 issue among the "Top Six Great Romantic Getaways." The magazine named the Ballastone Inn as an elite small luxury hotel and Elizabeth's on 37th as a top fine dining restaurant. Additional recommendations included Huntington Hotel (San Francisco); Hacienda del Sol Guest Ranch Resort (Tucson); Idle Awhile or The Caves (Negril, Jamaica); and Le Chateau Frontenac (Quebec City).

Tourism

January '04 in review . . .

Volume 23 January

Athens' Foundry Inn and Spa was featured in the January issue of Southern Living Magazine and also featured during a segment of TLC's Extreme Makeover television show.

Athen's Foundry Inn & Spa
Tourism's market share increased from 20 to 21% over 2002 = 12% increase in visitors.

RESEARCH
Despite extreme budget cuts Tourism's market share has shown positive growth. Georgia's market share in the first nine months of last year increased from 20 to 21% over 2002, equaling a 12 % increase in visitor volume over the same time period, according to the Travel Industry Association of America. Meanwhile, Florida's market share dropped from 42 to 41%, South Carolina's from 16 to 15% and North Carolina remained flat at 22%.

MARKETING
The Tourism Division's GeorgiaOnMyMind.org traffic count shows growth! In early 2003, the Georgia Tourism site had 392,262 unique visitors annually. But in early 2004 the numbers have increased 80% to 704,541 unique visitors. A "unique visitor" equates to one count per person who visits the website.
Georgia Tourism's 2003 Online Sweepstakes also showed success, thanks to the donated giveaway packages from industry partners:
Spring `03 online advertising campaign and sweepstakes: - 7,781,230 impressions - 26,360 people entered the sweepstakes
Fall `03 golf online advertising campaign and sweepstakes: - 21,327,234 impressions - 13,748 people entered the sweepstakes
Posted on the website under www.MarketGeorgia.org you will find - 4th quarter report from Ant Farm, GDITT's website manager - 2003 End of Year Website Report - Golf analysis "010904 Tourism Golf EOC"

Tourism

January '04 in review . . .

Volume 23 January

The Kroger/GDITT marketing campaign is bigger and better in 2004, including a new partnership with Georgia State Parks and Historic Sites. In order to bring more consistency and cohesion to State marketing efforts, the spring newspaper insert and the Georgia Travel Value Book will be coordinated and distributed during the same time period. Contact Alexandra Owen of Preprint Publishing at (toll free) 888-720-8873 or alex@preprint.com to reserve your space in both the spring newspaper insert and the Georgia Travel Value Book.
The Spring 2004 Newspaper Insert will have a circulation of approximately 600,000 and will be distributed in out-of-state drive markets. Results will be tracked through Reader Response and through a special online sweepstakes.
- 1/8 page = $3,329 - 1/4 page = $6,340 - 1/2 page = $12,075 - Full page = $23,000
The Georgia Travel Value Book is a 4-color coupon booklet that will be distributed in approximately 200 Kroger grocery stores (in-state and out-ofstate). Coupons will be single-sided and statewide editorial will be included. As a bonus, the value book coupons will be posted with the newspaper insert's online sweepstakes. The booklets will also be distributed at the 11 State Visitor Information Centers and the State Parks and Historic Sites locations. (Total Distribution: 600,000)
- 1 coupon (4" x 1.875") = $380 - Double coupon (4" x 3.75") = $690 - Quadruple coupon (4" x 7.5") = $1,350
Georgia Tourism now has a new look and improved, easy to navigate website! Of particular interest, check out the new "More to Explore" section, and the "Seasonal Highlights" section in the lower left corner (updated copy from the consumer electronic newsletter that goes out every other month). A direct mail postcard announcing the new look to the website will be going out to over 80,000 households who have requested travel information through our fulfillment center in the past year.

Tourism

January '04 in review . . .

Volume 23 January

Stone Mountain can't be exported. Commissioner Glenn Cornell said, "Tourism is a clean, green business that brings people to the state."




"You can't get any more homegrown than Tourism."
- Governor Sonny Perdue 22000033 GGeeoorrggiiaa GGoovveerrnnoorr''ss CCoonnffeerreennccee oonn TToouurriissmm
Economic Impact Report on Georgia Tourism



RETURN ON INVESTMENT
For every $1 spent on advertising tourism, the State of Georgia receives $7.63 in tax revenue. (Source: Longwoods International Inc., 2002 Advertising Conversion Study)
Annually, Georgia visitors and the tourism industry purchase and consume:
9.4 million pounds of poultry products each year, 25% of commercial electricity, and 1.21 billion gallons of gasoline. (Source: Tourism Development Alliance of Georgia)
On average in 2002, for every $66,953 spent in Georgia by U.S. travelers, one job was generated in the state. (Source: Travel Industry Association of America, 2002 Georgia Economic Impact Study) 285 Peachtree Center Avenue, NE, Marquis Two Tower, Suite 1100 Phone: (404) 651-5894 / Fax: (404) 651-9462.

The tourism industry asked for a strong spring advertising campaign, and that's exactly what Georgia will have:
Online Advertising: February to May - Targeted for drive markets TV: April to May (4 weeks) in drive markets Print Ads: March to April 6 - Magazine/newspaper STS special
sections, plus quarterly in Season Magazine (Keep an eye out for our updated print ad designs!) Direct Mail: February - Website postcard, series of 2-4 summer postcards to drive markets Outdoor: May to July - Billboards near the 11 State Visitor Information Centers Promotional: May 16-31 - Spring newspaper insert and Kroger Travel Value Book (Check back at www.MarketGeorgia.org for updated plans and information.)
GDITT sends out a huge Thank You to MARTA and Viacom Advertising for the great outdoor advertising moving billboards on the three Georgia wrapped buses in Atlanta. Because of their partnership with GDITT, the added value was over $25,000 for 13 bonus weeks of visibility.
The 2002 Economic Impact Reports and Pocket Guides are available for anyone who is interested in distributing to you staff, board members, local Legislators or officials. Both pieces summarize the Travel Industry Association of America (TIA) research on the impact of tourism in Georgia. If you would like copies, please email Carl Eggerson at ceggerson@georgia.org with your request.
Also available is the GDITT annual Calendar of Events. Co-Op information is posted on MarketGeorgia.org.
INTERNATIONAL
German consumer travel magazine Reise Preise published a five page article on Georgia in their January-March publication, valued at $39,658 USD. Their website showcases great Georgia information and links: http://www. reise-preise.de/Ausgabe104/usa.html. Franci Edgerly, Marcel Bodenbenner and team continue to do a great job for Georgia in Germany and are working hard to surpass the more than $12 million in media exposure in 2003!



Tourism

January '04 in review . . .

Volume 23 January

JANUARY 2004
1,512 Room Reservations
$76,758 Total Revenue

VICS
The Savannah Visitor Information Center is breaking records again! In January 2004, VIC personnel helped make 1,512 room reservations totaling $76,758 in revenue, surpassing last October's 1,275 hotel reservations for a total of $75,110 in revenue for Georgia. Congrats to Liz Boles, Dorothy Davis and their staff who deserve high praise for a job well done.
ANNOUNCEMENTS
The New Georgia Encyclopedia (NGE) is now available on the www.GeorgiaOnMyMind.org website under Travel Links and online at www.georgiaencyclopedia.org/nge/Home.jsp. It is a great resource for tourists or residents wanting to learn more about Georgia. This project is a public/ private partnership between the Georgia Humanities Council, the Office of the Governor, the University of Georgia Press, and the University System of Georgia/GALILEO. Designers of the NGE say it provides "an authoritative source of information about people, places, events, historical themes, institutions, and many other topics relating to the state. On this site you will find articles and images on nearly every aspect of Georgia as well as convenient links to other Web sites related to the history, culture, and life of the state."
The team of Tour de Georgia received information in January that Dodge will return as the title sponsor. Also recently announced was Tour de France winner and celebrity cyclist Lance Armstrong's participation in the 2004 event. "Please join in celebrating the funding for Tour de Georgia 2004," Cannon said. "We have a lot to do to get ready for this world class event with Lance Armstrong riding in the race. Stan Holm, Kathleen Kern Hardison, Chris Aronhalt and team worked very hard to make sure we have a second premier racing event. Congrats!"