Domestic Marketing

Domestic Marketing Overview

MOTT's domestic marketing programs focus on generating overnight leisure travel by consumers in selected markets within New England and the Mid-Atlantic states. Research is used extensively to determine best customer prospects, markets, campaign timing, messages and collateral materials. It's also used to evaluate results. Advertising spending is focused heavily on the spring and summer seasons; secondary marketing programs and public relations cover the winter and fall seasons. MOTT's marketing programs are fully integrated with a mix of broad-based media—television, radio, print, online and newspaper—and direct mail and email components that target existing customers. Massvacation.com is the platform for all promotional programs; the Web site and the Massachusetts Getaway Guide provide comprehensive travel planning information.

MOTT's FY08 marketing and research budget totals $4.3 million, including   a media budget of $4.6 million net.

All marketing programs target Massachusetts' best customer prospects: 35-64 years old with a household income of $85,000.

• Percentage of travelers who spend $300 or more per trip: 78%
• Percentage traveling with children: 30%
• Average Length of overnight trips: 3.5 nights
• Percentage of travelers who drive to MA: 66%
• Marketing agency: Mullen
• Research services: SMRI
• Custom publisher: The Pohly Company
• Fulfillment and bulk distribution services: Pike Communications

For additional information about MOTT's domestic marketing programs, contact MOTT.

2007/08 Warm Winter Specials Lodging Promotion

• Timing: November 1, 2007 – March 31, 2008
• Web-based program consisting of price-point lodging promotion and special offers at cultural institutions.
• Price points: $79, $99, $139, $179 and $229 for lodging and breakfast
• Participants: 212 properties statewide
• Supported by New York, Hartford, Boston and Springfield radio (:15 and :10)
• Offers posted on massvacation.com
• Adjunct getaway sweepstakes promotion with Destination Salem
• Program results will be posted upon completion of program

2008 Spring/Summer Brand Campaign

The brand campaign focuses on generating spring and summer travel by Massachusetts' best customer prospects. The campaign uses broad-based media—print, newspaper, television, online, and radio – as well as targeted email communications to MOTT's customer database. The primary call to action is to send customers to massvacation.com to plan a getaway and to order the Massachusetts Getaway Guide. All online transactions result in new or updated records in MOTT's customer database.

Highlights of the brand campaign:

• Tag line: It's all here.
• Markets: New York and Hartford DMAs and Massachusetts
• Schedule: April-June 2008
• Television: 30-second spots
• Spots will run for 8 weeks in MA, New York and Hartford DMAs,  plus Albany, Providence and New England as secondary markets
• Print: One and 1/3-page, four-color print executions in 17 magazine titles
• AAA Car & Travel; AAA Journeys; Architectural Digest*; Bon Appetite*; Boston Magazine; Boston Magazine's New England Travel & Life; Coastal Living; Conde Nast Traveler*; Connecticut Magazine; Endless Vacation; Gourmet*; House & Garden*; New York Magazine; Passport; Travel and Leisure; Vanity Fair*; Yankee

*Media Max combo buy

• Email Guide offer to existing customer database
• Radio and TV contests and sweepstakes
• Concurrent spring lodging promotion

 

Clck here to view the FY08 media flow chart 

Click here to view the FY08 market percentages

2008 Spring/Summer Lodging Promotion

• Timing: April 11, 2008-June 20, 2008
• Web-based program consisted of price-point lodging promotion and great outdoor idea-starters
• Price points: $79, $99, $139, $179, $209, $229 for lodging, includes breakfast
• Supported by New York, Hartford, Boston and Springfield radio (:15 and :10)
• Offers posted on massvacation.com

 

Massachusetts Getaway Guide

The Massachusetts Getaway Guide is a comprehensive guide to the Bay State. The Guide is published by MOTT and The Pohly Company. It includes more than 2,000 attractions, features, outdoor activities, events and places to stay. Plus pull-out maps, transportation, visitor services, outdoor activities, fall foliage, winter fun, and attractions index.

The Guide is sent via first-class mail to domestic and international consumers who order from massvacation.com, by email, toll-free phone (800-447-MASS) and mail. All U.S. customers in MOTT's database are sent a guide pre-order form via email; 11,842 customers pre-ordered the 2008 guide via this program.

Other distribution outlets:

• Visitor information centers throughout Massachusetts
• In 210,000 copies of the Sunday, March 16th New York Times in Manhatten and affluent NYC suburbs.
• In 25,000 Boston Marathon packs for runners, 112th Running on Monday, April 21
• AAA offices throughout the U.S.
• The Big E fair in Springfield
• Hotels, motels, and B&Bs
• Universities and colleges
• Chambers of commerce
• Travel agents
• Public libraries in Massachusetts
• South Station, North Station and Back Bay commuter rail stations
• Domestic and international events and consumer & trade shows

For bulk Guide requests, contact our Fullfillment Manager and specify number of Guides (35 per case). There is no charge.

The Guide provides advertising opportunities for Massachusetts attractions, hotels and other travel businesses. Advertisers can also take advantage of added-value exposure on massvacation.com: banners, sponsor messages and value coupons.

The 2008-09 Guide began distribution in early February 2008 and features five exciting new articles with fresh, compelling photography:

• Power to the Pedal (& Foot) - Six great coastal walks and country bike rides, plus eco-friendly travel tips in "Tread Lightly"
• Local Characters - It's not just the places you'll go, it's also the people you'll meet
• Lobster Mania! - Grab your bib and get crackin'
• Feasts, Fests & Fun - Celebrate Massachusetts' rich culture all year long
• Memories To Go - Keep vacation memories alove with unique Bay State souvenirs

 For information about advertising in the Massachusetts Getaway Guide, please contact our Getaway Guide Editor:

massvacation.com

MOTT's Web site provides users with:

• Comprehensive information about where to go and what to see and do
• 1,300 lodging listings plus online reservations
• Information about special seasonal promotions
• Regional maps and Google travel directions
• Transportation information
• Events and exhibits up to 24 months ahead
• Seasonal lodging promotions
• Special offers from MOTT's marketing partners
• Links to other Massachusetts travel sites
• Forms to order: up to four Massachusetts Getaway Guides, free travel information, and special offers
• Sweepstakes for enter-to-win getaway trips

To list your event or update your attraction or accomodation listing contact our  Web Manager.

MOTT provides free links from massvacation.com to attractions and accommodations that are listed on the site. MOTT encourages travel businesses to link to massvacation.com. Link instructions are available on the Industry Info page.

Free-Standing Newspaper Inserts (FSIs)

MOTT publishes a series of seasonal FSIs, which are distributed in key markets. The FSIs provide the Massachusetts travel industry the opportunity to market their businesses through advertorial space and guide directories. FSIs are subsidized by MOTT and published by Madden/Preprint Publishing.

• 2008 FSIs:
  • Spring 2008. Insertion date: April 13, Circulation: 1.5 million in metro and upstate New York New Jersey, Connecticut, Massachusetts, souther New Hampshire and southern Maine
  • Fall 2008. Insertion date: TBD. Circulation: 650,000+  in metro New York and Hartford
  • Both FSIs includes reader service programs and e-brochure opportunities.

For more information about advertising in future FSIs, contact MOTT's Domestic Marketing Manager

Marketing Partnerships

Current marketing partner is Amtrak. Partners provide consumers with special value offers and MOTT with additional marketing channels. Partnership offers are promoted on in the Special Offers area of our Web site.

Interested in partnership programs? Contact MOTT's Domestic Marketing Manager.

Public Relations

MOTT pursues an aggressive national and in-state public relations program including media interviews, frequent press releases, event newsletters and familiarization trips for travel writers.

MOTT's Executive Director, Betsy Wall, is available for media interviews and is frequently a guest speaker on tourism, its economic impact, travel trends, events and MOTT's programs. Please contact MOTT's PR Agency Mullen.

We welcome press releases from tourism organizations across the state to use in our releases and newsletters. Releases should be sent or emailed to MOTT and our domestic public relations agency, Mullen.  To find out more information please visit our press room.

• National & Local Media Inquiries:
  Amy Gallagher
  Account Supervisor
  Mullen
  Phone: 978-468-8752
  Fax: 978-335-1079
• Betsy Wall
  Executive Director
  MOTT

Domestic Media Familiarization Trips (FAM)

MOTT hosts more than 100 domestic journalists each year. Themed group trips and personalized individual trips are organized throughout the year with the help of MOTT's public relations agency, Mullen.

A survey of 1,300 U.S. adults conducted by the Travel Industry Association (TIA) in July 2001 found that 61% of travelers said they read articles about travel destinations in the media or listen to travel shows on television. This is up from 55% of travelers who said they used travel media last year. The survey found that 45% of travelers said they contacted a destination after they read or heard about it in the travel media, and 44% said they visited a destination they learned about in the travel media.

The media exposure generated by MOTT's domestic FAM trips, press releases and media pitches totaled approximately $3 million in FY2002.

Writers often include detailed information on the accommodations, restaurants and the attractions they visit. If you would like to participate in upcoming FAMs in your area, please contact Amy Gallagher (info below).

• FAM Trip Inquiries:
  Amy Gallagher
  Account Supervisor
  Mullen
  Phone: 978-468-8752
  Fax: 978-335-1079