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Explore Minnesota Tourism Media Buy Recap Spring/Summer FY19

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Page 1: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Explore Minnesota Tourism

Media Buy Recap Spring/Summer FY19

Page 2: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

OVERVIEW

Page 3: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Target Geography

General: Instate (20-25%) Outstate (75-80%) • WI, IA, ND, SD, Omaha, Winnipeg, CA • Sioux Falls, Cedar Rapids, Des Moines, Kansas City, Denver, Chicago,

Milwaukee, Fargo (DMA level)

Niche Campaign: National • 90% outside MN

Target Audience

General: “Cultural Explorers” and “Spontaneous Adventurers”

Niche: People who have already found their “True North” and are willing to travel to experience it.

• Biking: Mountain biking, traveling• Hiking: Hiking, outdoors, traveling• Arts & Culture: Theatre, museums, cultural/historical sites, national

parks

Budget

Total Budget: $3,086,737

• General Budget: $1,909,712.00

• Niche Budget: $910,900.00

• Final Four: $50,000.00

• 3M Open: $51, 625.00

• Diversity: $52,000.00

• Amendment: $112,500.00

Campaign Timeline

Timeline: 3/1/19 – 6/30/19• SEM: 3/1 • Final Four: 3/18• Spring/Summer Social: 4/1• General Campaign: 4/1 • Niches: May, 2019

Campaign Overview

Page 4: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Media Breakdown97MM

Estimated Impressions

General Niche Final Four

Media Breakdown By CampaignBudget Breakdown By Channel

Page 5: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

.GENERAL CAMPAIGN

Page 6: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

300x250

Radio + Digital Banners | MPR 444,444

Estimated Impressions

Page 7: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display | Coegi14,250,000

Estimated Impressions

300x250

728x90

160x600

320x50

Page 8: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display – A/B Test | Coegi

Version A Version B

Version A Version B

Version A Version B

Version A Version B

Version A Version B

Version A Version B

Page 9: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display + Retargeting | Trip Advisor 555,555

Estimated Impressions

Page 10: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Native Display | Coegi & InPowered

Coegi• 700,000 Impressions

InPowered: • 2,083,333 Impressions

Page 11: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Rich Media – Tile Unit | Kargo9,372,525

Estimated Impressions

Display Banners 320x50

Page 12: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

In-Read Scroller Unit + Video | Teads

Scroller Unit Impressions: 2,029,415

Video Impressions: 1,132,880

3,162,295Estimated Impressions

Page 13: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Interactive Video | Kerv1.3MM

Estimated Impressions

• Kerv uses a patented technology that identifies objects by their pixel edges in any video stream.

• This enables every frame in every scene of a video to be an immersive, interactive experience for users.

Page 14: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

TrueView Video | YouTube175,000

Estimated Impressions

Spots Used: • Family Connections • Feeling Free • New Passions • New Things

Page 15: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Audio + Display | Pandora3,708,282

Estimated Impressions

Placements:

• 0:30 audio spot + Companion Banner

• Display Everywhere + Mobile Display

:30 EMT SPRING/SUMMER RADIO

ANNCR: In Minnesota, you can take 10,000 different routes to adventure. One path leads you to bluff-country cycling and world-class hiking trails. Head in a different direction and explore modern art... on your way to a historic brewery. Navigate by boat to a lakeside restaurant... or cruise down river with friends on a paddle board.

No matter which route you take... from star-studded concerts to camping under the stars... you’re destined to Find Your True North. Only in Minnesota. Visit Explore Minnesota dot com.

Page 16: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Email + Retargeting | Take5 & Zeta

Take5 April EmailTake 5 • 2,038,462 Impressions • 2 email deployments in April and June

Zeta • 2,047,619 Impressions• 1 email deployment in May

Page 17: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Coegi | Social – Facebook986,640

Estimated Impressions

Video Ads

Carousel Ads

Link Ads

Cinemagraph –

Clouds Moving

Page 18: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Coegi | Social – Instagram2,390,831

Estimated Impressions

Cinemagraph Ad –

Moving WaterVideo Ad

Carousel Ad

Link Ads

Page 19: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

TPT | Content Partnership

Partnership includes:

• Five 90-second video shorts

• Co-branded video shorts will air as two minute segments, 60x during

primetime on TPT 2

• On-air spot schedule (approx. 200), member magazine 3x,

Enewsletter promotion

Example Content Concept:

NORTHEASTTwo Harbors - Split Rock Lighthouse Tour: Shooting Late MayCruising up Highway 61 leads to the beacon of the North Shore, Split Rock Light House that has graced the 130-foot cliff since 1910. More than 160 thousand visitors each year explore the Split Rock Lighthouse State Park, light station and fog signal building, with its Parisian Fresnel lens with more than 200 cut-glass prisms and a 7 foot beam. Stunning views of Lake Superior and stories of historic shipwrecks cause visitors to pause and take in their True North. Interviews may include a new Lighthouse keeper (position is currently open for the first time in 38 years) a tour guide and day-trippers.

May Print

July Print

June Print

Page 20: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Print | Delta Sky Magazine

• 2-Page Spread• May Issue: Los Angeles

• Full Page • April Issue: The World’s Best National Parks

1,211,066Total Circulation

Page 21: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Print | Outside Magazine

• 2-Page Spread• May Issue: Wellness Special

• Full Page • June Issue: Road Trips

450,000Total Circulation

Page 22: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Print | Real Simple & Twin Cities Pride

Real Simple • April Issue

Twin Cities Pride• April Issue

249,000Total Circulation

Page 23: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Print + Digital | PGA Tour Official Guide

Print

• Full page ad in Minnesota Preferred Golf and Travel

Digital

• Newsletters Letter Sponsorship

• Digital Banners on Essential Guide Website

Page 24: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

NICHE CAMPAIGN

Page 25: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display – Biking | Coegi8,510,712

Estimated Impressions

Initial Ads Retargeting Ads

Page 26: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display – Hiking | Coegi8,903,584

Estimated Impressions

Initial Ads Retargeting Ads

Page 27: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display – Arts & Culture | Coegi10,785,713

Estimated Impressions

CAMPAIGN OVERVIEW

Initial Ads Retargeting Ads

Page 28: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

In-Read Scroller Unit – Niches | Teads2,911,766

Estimated Impressions

Biking Arts & Culture

Hiking

Page 29: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

In-Read Landscape Video – Niches | Teads

Hiking

Biking Arts & Culture

2,195,895Estimated Impressions

Page 30: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Native Display | Coegi & InPowered

Coegi• 1,640,000 Impressions

InPowered: • 3,413,899 Impressions

Page 31: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display + Retargeting | Trip Advisor 1,125,006

Estimated Impressions

Arts & Culture: 354,168 Impressions

Biking: 385,419 impressions

Hiking: 385,419 impressions

Page 32: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Social – Biking | Coegi1,599,463

Estimated Impressions

Link Ads

Video Ad Carousel Ad

Page 33: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Social – Hiking | Coegi1,505,194

Estimated Impressions

Link Ads

Video Ad Carousel Ad

Page 34: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Social – Arts and Culture | Coegi959,033

Estimated Impressions

Carousel Ad

Link Ads

Video Ad

Page 35: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Content Partnership – Biking | PinkBike1,725,000

Estimated Impressions

Partnership Includes: • Destination Article with photos on

Pinkbike.com homepage• 4-5 minute video within article on and on

Pinkbike.com homepage• Share article on Pinkbike Facebook,

Instagram, and Youtube channel• ROS Display on Pinkbike.com homepage

Page 36: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Content Partnership – Hiking | BackPacker

Partnership Includes:

• Written content, video, and photography to be published on Backpacker.com within the trips channel

• Support content with robust traffic driving tactics including email, social and digital will help enhance the experience of the bloggers trip to the Backpacker audience

Page 37: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Content Partnership – Arts & Culture | AFAR1,696,600

Estimated Impressions

Partnership Includes:

• Two pieces of custom content

• Sponsorship of Travel Guides & Content Hubs

• Best Weekend Trips in America

• History & Culture Inspiration

• Social posts, display, enewsletter sponsorship, and eblasts to boost content to followers

• Outstream video created by Afar

• Refreshed Minnesota Travel Guide onsite

Page 38: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

FINAL FOUR CAMPAIGN

Page 39: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display | Coegi400,000

Estimated Impressions

Initial Ads Retargeting Ads

Page 40: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Facebook & Instagram | Coegi729,094

Estimated Impressions

Link Ad

Video Ad

Final Game Winner - Link Ad Carousel Ad

Page 41: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display | NCAA & Coegi520,000

Estimated Impressions

Coegi• Connected TV

o TV ads placed within NCAA March Madness games

• Display o ROS banners on NCAA site

NCAA• Video

o ROS video which would include clips/highlights from of Final Four coverage

• Display o ROS banners on NCAA site

Page 42: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Content Partnership | Travel Zoo Article 2,000,000

Estimated Impressions

Partnership Includes:• Leverage unique, high-touch content to promote

Minnesota and things to do when here for the Final Four as well as inspire members to travel to Minnesota outside of the tournament

• Content distributed to members through e-newsletters, social, and native

Page 43: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

3M Open

Page 44: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Standard Display | Coegi1,695,588

Estimated Impressions

Display • Standard Display – Coegi

o Targeting: Golf enthusiasts, Business travelers, Country Club Members

• Social – Facebook and Instagram

Out of Home • Digital OOH – Top Golf Locations across US

o Lobbies, Spectaculars, Posters, Digital Bays

• Digital Billboards o Routes from MSP Airport to Downtown and Downtown to event

Broadcast• 0:30 TV Spot – Network & Cable

o Markets: Mpls, Chicago, Omaha, Duluth, Fargo, La Crosse, Madison, Sioux Falls

Print• Delta Sky Magazine

• Full Page Print Ad + Profile

Page 45: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

BROADCAST

Page 46: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Broadcast – Cable & Network

Network TV

• Average 300 GRPs/market

• 260 GRPs MPLS/STP

Cable

• 100 GRPs/market

• Diversity TV• Univision, BET, Comedy Central, ESPN

Chicago: 310 total TRP’s• WMAQ• WCIU• WGN• WLS• WFLD• WBBM

Denver - 312 total TRP’s • KUSA• KDVR• KWGN• WTVD• WMGH• KCNC

Kansas City – 310 total TRP’s • WDAF• KSMO• KSHB• KMCI• KMBC• KCWE• KCTV

MPLS/STP – 274 total TRP’s • KARE• KMSP• KSTP• WCCO• KSTC• WFTC• WUCW

Milwaukee – 304 total TRP’s• WVTV• WTMJ• WMLW• WITI• WISN• WDJT

Omaha – 301 total TRP’s• WOWT• KMTV• KETV

Network TV Stations and Ratings – By Market

Page 47: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Broadcast – CTV & OTT

CTV

• Contextual targeting based on interests and lifestyle characteristics

• 1,243,750 impressions

OTT• Premium cable content on demand• 1,138,616 impressions

Page 48: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

PARTNERSHIPS

Page 49: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

MBA Radio & MBA TV

• :30 spots

Radio + Digital

• Baseline Program

• KCMP, The Current

In-Game Billboards

• Twins Sponsorship

Partnerships

Page 50: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

APPENDIX

Page 51: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Social Targeting Audiences

Arts and Culture

Biking

HikingGeneral

Page 52: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

MN Affinity Audiences

• Mall of America• Star Tribune• Vikings Buzztap• Pioneer Press• MSP Airport• Minnesota Wild• Minnesota Vikings• Minnesota Gophers • Minnesota Football • Minnesota Twins• Minnesota Lynx• Minnesota Timberwolves• MN United • Gopher Hockey• MSU Hockey • SCSU Hockey • UMD Hockey • St. Paul Saints • Bemidji State University • Macalester College • Minneapolis Institute of Art• Minnesota State University, Mankato • Minnesota State University, Moorehead• Lake Superior College• St. Cloud State University• University of Minnesota Duluth • University of MN• Winona State University

Must follow at least 3 of the following:

• Mountain Biking• #mountainbiking• #mtb• #biking

• @ridecannondale• @iamspecialized• @mbaction• @bikemag

• @mbrmagazine• @BicyclingMag• @SRAMmtb

MN & Biking

• @nytimesarts• @MuseumModernArt• @NEAarts• @nprmusic• @stereogum• @pitchfork• @metmuseum• @Guggenheim

• @GettyMuseum• @smithsonian• @SmithsonianMag• @ArtsJournalNews• @artnet• @TheArtNewspaper• @artsy

MN & Arts and Culture

• @travelchannel• @outsidemagazine• @REI• @natgeotravel• @NatlParkService• @AmericanHiking

• @HikingLady• @dayhikingtrails• @modernhiker• @TRooseveltNPS• @WindCavesNPS• @HikingAndNature

• #hiking• #FindYourPark• #dayhikingtrails

MN & Hiking

AND ORMust follow at least 2 of the following:

Must tweet using at least 2 of the following:

MN & Hiking

MN & Biking

Page 53: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

THANK YOU!

Page 54: Explore Minnesota Tourism - Minnesota.gov Portal / mn.gov ... - Buy... · Content Partnership | Travel Zoo Article 2,000,000 Estimated Impressions Partnership Includes: • Leverage

Broadcast

CTV

• Target based on lifestyle characteristics• 1,243,750 impressions

OTT• Premium cable content on demand• 1,138,616 impressions

Network TV

• 300 GRPs/market

• 260 GRPs MPLS

Cable

• 100 GRPs/market

• Diversity TV• Univision, BET, Comedy Central, ESPN