nystia · delivers the travelers that nystia seeks. of all adults who own a motorcycle 2.2 million...
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2A Division of AARP Services, Inc.
WHAT IS AARP?AARP is a social mission organization serving 38 million members 50 years old and over
We’re the nation’s largest enterprise devoted exclusively to this growing demographic
Our mission is to enhance the quality of life for everyone as they age
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75million18-34
62million35-49
114million50+
Adults 50+Today’s Largest Demographic
SOURCE U.S. Census Population Projections 2012
4SOURCE GfK MRI Fall 2016
50+ IS YOUR MARKETDelivers the Travelers that NYSTIA Seeks
of all adults who own a motorcycle
2.2 million AARP members own a motorcycle—and they’re
50+ adults account for: AARP Members
more likely than nonmembers to own one
2.8 million AARP members visited New York in the past year—that’s
of all 50+ adults
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AARP MEMBERSSecure & Ready for Adventure
SOURCE GfK MRI Fall 2016
8.2 million AARP members have a total net worth between $500K-$1 million,accounting for 40% of all 50+ adults
73% buy based on quality, not price
66% would rather travel in the U.S. than to a foreign destination
65% recommend great vacationsto others
65% are ‘Adventure Seekers’
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BIKE CULTURE ENTHUSIASTSMember of a Veteran club +266% 227 62Attended NASCAR in past year +70% 146 86Volunteer for charitable organization +60% 141 88Attend music concerts/performances +58% 139 88Attend sporting events in past year +38% 127 92
DOMESTIC VACATION ACTIVITIESFine dining +84% 164 89General sightseeing +52% 141 92Visit national park +39% 123 95Beach +36% 129 95Outdoor sports & recreation +27% 122 96
AARP MEMBERS Ideal Customers for New York State Tourism Industry Association
AARP MemberAdvantage
AARP Member
IndexNonmember
Index
SOURCE GfK MRI Fall 2016; base: 50+
more likely than nonmembers to have visited New York in the past year
AARP Members are
7SOURCE 2015 MA Focus Media Magazine Report
Magazine of the Year 2016
AARP The Magazine #1 in Boomer Reach Biggest growth among all magazines over the past
two years with an increase of 2.4 million readers Original content written exclusively for 50+ adults Frequency: 6Xs/yr; travel = 20% of editorial coverage National travel coverage 3Xs/year
- Feb/March- April/May – Domestic travel- Oct/Nov – Joys of fall travel
Regional travel, including co-op opportunities, in every issue
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VALUE Dominate two full pages for maximum impact, visibility Reach Boomer audience that still reads print, trusts AARP Fully showcase your co-op advertisers’ features Advertiser is eligible for Free Resources, AARP’s
in-book reader service spread and BRC (appears in Apr/May)
- Over 600 average travel leads per issue in 2016
* Layout shown above for illustrative purposes only; creative can vary. Regional advertisers’ bonus page may appear adjacent to the paid full page but is most likely to appear as a consecutive page
AARP THE MAGAZINE Value
9A Division of AARP Services, Inc.
ADDED VALUE FOR NYSTIA & CO-OP ADVERTISERSFree Resources + Select Destinations
Free Resources appears in the national edition of AARP The Magazine
Select Destinations appears online with links to your website
FREE RESOURCES READER SERVICE Direct response environment generates qualified
leads for NYSTIA and participating co-op advertisers
All listings appear with a BRC in the national edition of the April/May issue of AARP The Magazine (circulation: 22.5 million)
SELECT DESTINATIONS ON AARP.ORG Dedicated digital promotion page for travel
advertisers Promoted through integrated marketing
across AARP media channels Connect travelers directly to visitgreenvillesc.com Runs in tandem with AARP The Magazine issues
(6 issues a year, flight duration 2 months)
10A Division of AARP Services, Inc.
AARP THE MAGAZINE Regional Editions
CAPITAL
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AARP TRAVEL ADVERTISERS
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AARP MEDIA2016-2017 YTD* Travel Advertisers
CRUISES/TRANSPORTATIONAMA WaterwaysAmerica By RailAmerican Cruise LineAmtrakAvalon WaterwaysAvisBay FerriesBlount Small Ship AdventuresCrystal CruisesCumbres and Toltec Scenic RRFathom TravelHolland America LineHurtigruten Cruise LinesNorwegian Cruise LineNova Star CruisesOceania CruisesOntario Waterway Cruises Inc.Princess CruisesSt. Lawrence Cruise LinesWindstar Cruises
DESTINATIONSACTP Asheville NCArkansas Parks & TourismBar HarborBrenham/Washington County
Carlsbad, NMCentral MontanaChaffee CountyChickasaw Cultural CenterCity of AlamogordoCity of LaredoColonial WilliamsburgColorado SpringsDurangoFort Bend County Museum Assn.Galveston Gershwin TheaterGideon Putnam Resort & SpaGlacier CountryGolden IslesThe Grand 1894 Opera HouseGreater MorgantownHelenaHenderson CountyHouston And GalvestonHumboldt Lodging AllianceLas CrucesThe Lodge at GenevaLouisiana Travel & PromotionNorth Dakota North Myrtle Beach TourismOklahoma CityOklahoma City National Memorial
Oklahoma TourismOuter Banks Visitors BureauPinehurst, Southern Pines, Aberdeen Port AransasPort ArthurPuerto Rico TourismRockport Chamber of CommerceRuidoso TourismSanta FeSanta Fe OperaSebastian River AreaSheridan Travel & TourismSouth Padre IslandSt. John's River CountryState of Alaska/DCCEDTexas TourismVisit DenverVisit Pagosa SpringsVisit ScotlandWest Volusia TravelWyoming Travel & Tourism
HOTELSAqua-Aston HospitalityBest Western InternationalDisney Parks & ResortsEndless Vacation RentalsHeritage Hotels & Resorts
Hilton Corp.Hyatt Hotels CorporationLa QuintaLandry’sPalace ResortsPalladium Hotel GroupRed Lion Hotels & Guest HousesSparkling Hill ResortStarwood HotelsWestin Hilton Head IslandWyndham Hotel GroupWynn Las VegasXanterra Parks and Resorts
TOUR PROVIDERSEscape World TravelExpediaFC USA - Liberty TravelGate 1 Travel Go Ahead ToursGrand European ToursLiberty TravelPerillo ToursSmart DestinationsVantage DeluxeYMT Vacations
* Through May 2017
A Division of AARP Services Inc.13
TEXAS TOURISM
Client ObjectiveGenerate awareness for Texas as a travel destination and drive action from readers
Strategies Build on the success of advertiser’s
investment in AARP The Magazine Create frequency and creative continuity
to increase awareness and response
Key Metrics 11.5 million readers recalled seeing
the ads 5.1 million readers took action
SUCCESS STORY
+964% INCREASEIN PURCHASE CONSIDERATION FROM 1ST TO 2ND AD
AARP The Magazine 50-59 Age EditionFull Page Ads
A Division of AARP Services Inc.14
Asheville NC
Client ObjectiveBuild awareness for Asheville as a travel destination and trigger inquiry from readers
Strategy Use print geo-targeted, age versioned
print advertising to engage this advertiser’s most likely prospects
Tap into AARP’s specially priced 2-for-1 Ad/Advertorial program for affordable CPMs
SUCCESS STORY
FALL 2017 LAUNCHRESULTS STILL TO COME
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THANK YOUQuestions? Don’t hesitate to get in touch…