Massachusetts Office of Travel & Tourism Spring 2009
FROM MOTT EXECUTIVE DIRECTOR, BETSY WALL
	Hello Everyone, We know you’re busy, so we are bringing you news that you can use. Please take a few minutes to read about what’s coming up, and how you can participate and benefit. Here’s what we’ve initiated in the past few months, in collaboration with Regional Tourism Councils, Massachusetts Restaurant Association, Massachusetts Lodging Association, local communities and chambers, Massachusetts Cultural Council, and the legislature’s Tourism, Arts + Cultural Development Committee (TAC). Launched our new “colors of Massachusetts” brand campaign – distinctive tv, print, and online campaign in the New York and New England markets. The TV ads were cited by Adweek as “ad of the day” on the first day of broadcast! Created the Mass Value Pass, a free discount card that promotes savings at hotels, restaurants, attractions, and retail. This consumer program is supported by New York and NE radio, print, and online advertising. More than 400 Massachusetts businesses are participating and 38,000+ consumers have downloaded the pass so far. (There’s more information about this elsewhere in this newsletter). Unveiled our new LGBT microsite – allowing us direct access to consumers who contribute to a $70 billion national industry. Updated and enhanced our Massvacation.com website to make it more functional as well as appealing. Now, industry leads are on the site for your perusal – and you can update your own information so our listings are current. Consumers are also now able to search for specific listings making the site far more interactive. With your help, we have hosted US and international travel writers, whose positive experiences resulted in $15 million worth of “free” news coverage for Massachusetts. Supported marketing programs for collegiate and minor league sports teams across the state. Hosted “Tourism U” – informative, educational workshops and sessions all across Massachusetts. Undertaken an “Historic Ports” initiative in collaboration with a host of Massachusetts communities, at the initiative of Representative John Keenan, TAC Chairman. MOTT’s international marketing efforts have yielded three foreign language micro websites in Italian, French, and German; four foreign language brochures in Italian, French, German, and Japanese; 30 promotional partnerships with tour operators and airlines; familiarization tours hosting 200 members of the travel trade and 133 journalists from around the world; and participation in 34 trade shows, most recently the Discover New England Summit and Pow Wow, generating dozens of leads. This newsletter is designed to give you quick and timely information at this very busy time of year. I hope you enjoy it.
OPPORTUNITY WITH WBZ TV
	THE BEST OF SUMMER IN MASSACHUSETTS MEDIA OPPORTUNITY---FIRST-COME, FIRST-SERVED— ACT NOW!! WBZ is offering the travel and tourism industry a full one-half hour TV show dedicated solely to featuring all the fantastic and diverse things there are to see and do in Massachusetts this summer. The professionally produced show, narrated by a WBZ personality and aired on a major Boston network leads into the coverage of the Boston POPS Concert on the Esplanade during the 4th of July broadcast. The show, The Best of Summer in Massachusetts, will be geared toward increasing travel and tourism to and within Massachusetts and helping to drive consumers right to your business! This partnership opportunity with WBZ-TV/Ch. 38, is an unusual and promising media opportunity and it will become a reality this summer with a strong cooperative media buy from the Massachusetts tourism industry. Participation in this buy would give you: 1. An affordable way to feature your business on WBZ-TV/Ch. 38 2. :30 or :15 second commercial spots available 3. Three price points and sponsorship levels from which to choose, ranging from $2,000 to $6,000 4. A three-part, comprehensive programming buy to include: First-run on-air before the Boston POPS on the Esplanade; Re-airing of the show during the week of July 6; Prime-time airing of your TV commercial during July & August 5. Deferred payment plan with payment due mid-September 6. Full coverage in the Boston DMA market To make this an affordable, TV programming/advertising opportunity, we have to act fast and with significant industry participation. MOTT and our advertising agency, Connelly Partners, will work closely with WBZ in developing content, imagery, and a media buy. that works for our budget. WBZ-TV/Ch. 38's representative, Mike Brown, Community Partnerships Manager, is ready to hear from you now and to answer all questions about participation. If you don't have already have a television ad produced and ready for broadcast (which is probably the case!), Mike can explain WBZ's production capabilities and low costs. Advertising space allocations are limited and will be issued on a first-come, first-served basis, so if you are interested in this opportunity, contact Mike Brown immediately at: 617-562-5079 to learn more and to determine whether this works for you -- and your business.
MASS VALUE PASS
	MVP2 The Spring MassValuePass program is in full swing! This exciting savings program offers a minimum of 25% off current rates on Massachusetts lodging, restaurant, retail and attractions. Close to 400 properties are participating in this free promotion which is posted on massvacation.com. Since this exciting savings program commenced last winter, more than 38,000 unique visitors have downloaded the MVP savings card. It’s not too late to join this exciting sales event which runs through June 30; click here to complete our easy, online participation form. This promotion is supported through a strong integrated media buy: radio: in-state and New York; newspaper: in-state, Connecticut, and New York, and 14 different Web site outlets and through our “Deals of the Week” email blasts. Between the newspaper and our weekly emails, each participant and each offer will be featured. View the full media buy.
NEWS FROM INTERNATIONAL
	MOTT AT POW WOW MOTT recently participated in the U.S. Travel Association's largest travel show, International Pow Wow 2009. During a three-day period we met with 90 different tour operators, travel trade, and travel media from around the world - including Canada, the United Kingdom, Germany, Japan, Ireland, France, Italy, the Netherlands, and Spain. Business leads will be posted on massvacation.com's industry pages on Thursday, June 4. IINTERNATIONAL NUMBERS Massachusetts Sees Increase in 2008 Overseas Visitation Massachusetts saw an 8.2 percent increase in overseas visitation during Calendar Year 2008, according the U.S. Department of Commerce. Germany showed the strongest increase over Calendar Year 2007 with 123,000 visitors, representing a 44.7 percent increase and a 23.2 percent increase in market share. Italy also demonstrated strong growth with 58,000 visitors, representing a 41.5 percent increase over the previous year and a 17.2 percent increase in market share. France saw a 21.3 percent increase; the Netherlands was up 17.9 percent; and Ireland was up 8.3 percent. While the United Kingdom saw a 2.5 percent decline, the U.K. continued to provide the state’s strongest overseas visitation figures -- 237,000 visitors. Despite the fact that Japan saw a slight decline (3.1 percent) in visitation, this origin market saw a 5.6 percent increase in market share over the previous year. Statistics from Canada will be available in August.
WEB NEWS
	We have made some changes to the massvacation.com website to make it work for everyone. So far, we have completed Phase I and II of the redesign of the site by: Designing a new skinning of the site New page titles, headers and footers Universal search button on the home page Posted interactive TV spots New MOTT programs page Featured getaway section Phase III is in progress and highlights include: New attraction categories including dining and retail Expanded event categories Did you know that you can now “Do It Yourself”? You can add your lodging property, attraction or event to massvacation.com by clicking on the “do it yourself” icon on the homepage. Here you can list your lodging, attraction or event. Is your listing up to date on massvacation.com? We want to make sure we have your most up to date information. Please take a moment to log on to our Organization Update Page and make sure your listing is correct. Click here then click on Organization Update and enter your username and password. Your username is your email address. Contact our Web Manager John Alzapiedi if you have any questions.
ANNOUNCING WORLDFEST 09
	Last summer, MOTT partnered with the Massachusetts Cultural Council to develop WorldFest, a compilation of the many cultural and ethnic events, festivals, and performances featured across the Commonwealth during the summer. This unprecedented partnership yielded a brand campaign in which more than 72 cultural event organizations participated at no cost. Together, we created an extensive listing of heritage-based events which were showcased on massvacation.com. WorldFest 09 is underway now and we hope you will join in and promote your ethnic or cultural event. Simply click here to access the sign-up form or contact our Web Manager, John Alzapiedilearn more. Our media buy will include radio and online advertising and all events will be featured on massvacation.com under the WorldFest 09 umbrella.
RESEARCH
	To coin a new travel phrase, flat is the new up! It is true that this has been a tough period for the travel industry, but there are several positive developments in both domestic and international visitation. USA status: Domestic travel volume within the U.S. was down 8% in the first quarter of 2009. Overseas travel to the U.S. from Canada and Western Europe was down 11% and 13% respectively through the first two months of 2009. During this same period Massachusetts’ state rooms tax collection were off 16%. However, optimism has begun to return to the industry recently with indications that the housing and stock market declines have slowed. The Conference Board reported that its index of leading economic indicators used to predict economic performance over the next 3-6 months turned positive and a national survey of travelers indicated that in April, the number of travelers planning a leisure trip in the next few months has increased from 75% to 84% since January. MOTT continues to work with the travel industry to get the message out that Massachusetts continues to be a fun and affordable place to visit and a great value for the traveler’s dollar.
MOTT HITS THE ROAD
	Representatives from MOTT have in the past 3 months addressed the following organizations: Eastham Chamber of Commerce Annual Dinner Greater Merrimack Valley Chamber of Commerce Annual Breakfast Boston University School of Hospitality Marshfield Council on Aging Senator Eldridge’s 29th Annual Senior conference in Hudson, MA North Of Boston CVB Tourism “U” a series of information sessions on MOTT programming and ways in which the industry can get involved. Sessions have been held in Boston, South of Boston, Cape Cod, Western MA, and others have been scheduled for the month of June. See below for a schedule. Trade shows in Florida and Canada on the Historic Ports Initiative. Discover New England Summit for international travel.
TOURISM U SPRING/SUMMER
	Tourism U Remaining Sessions: June 4: Tourism U (Cape Cod) Domestic Marketing International/Domestic FAMS Welcoming the Japanese Visitor June 10, 2009 (Central Mass) LGBT Marketing Domestic Marketing June 11, 2009 (Provincetown) LGBT Marketing June 24, 2009 (Western MA) Welcoming the Japanese Visitor June 25, 2009 (Greater Merrimack/North of Boston) LGBT Marketing Domestic and International Research To sign up for any of these sessions contact Dagny Ashley. Don't miss out on these free sessions with MOTT staff.
GROUP TOUR
	Dagny Ashley, Group Tour Manager will be attending and exhibiting at the 1st ANNUAL TRAVEL EXPO NEW ENGLAND, STURBRIDGE, MASSACHUSETTS, June 30, 2009 to meet with over 300 Group Leaders & 20 Motorcoach/Tour Operators, Travel Agents & AAA offices. If you are interested in attending as an exhibitor please contact Dagny. Also if you would like to forward updates for the Massachusetts Profile/Sell Sheet please send by June 20th to Dagny
GREEN OPPORTUNITY
	GO GREEN Lodging properties who want to develop new Green programs will get lots of practical advice from a free one-day conference on June 9 in Marlborough. Topics at the conference, sponsored by the state’s Office of Technical Assistance, Office of Energy and Environmental Affairs, include water conservation, energy efficiency, recycling resources, and toxic use reduction. Plus advice from the state’s leading proponents of Green Tourism about how to go about going Green and the business benefits. Registration is required; space is limited. Program details and registration information.
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Massachusetts Office of Travel & Tourism

Spring 2009