BuckeyeLine

February – Black History Month, Presidents and Romance – What more could we ask?

Happy Valentine’s Day everyone! The Ohio Tourism Division’s passion for the Industry we serve continues to show via our marketing activities.  January saw us off to a great start with our team selling Ohio experiences both at the American Bus Association Marketplace in Charlotte and desk-side with the top travel and lifestyle editors in the country in New York City (see articles below).  Both opportunities involved our partners across Ohio’s Travel Industry, and we thank all of you for helping us start the year with early successes!

Speaking of successes, we just tallied up the results of our 2008 public relations efforts.  We are very much a PR-driven program in order to gain earned media above and beyond our paid advertising abilities. I am pleased to report that our increased investment in an effective media relations program has paid off handsomely. Our total audience reach increased almost 21 percent from 2007 to more than 187 million impressions! In addition, our increased national focus helped push our advertising equivalency earned up almost 58 percent to more than $7.6 million! Now that is a solid return on investment as we continue to “Share the Ohio Story.”  I wish to give a special nod to our Public Relations Team and Fahlgren Mortine Public Relations for a solid effort.

Later this month, we will be releasing the results of our 2008 advertising campaign return on investment, which will show more terrific successes in generating a direct economic impact for our Industry and Ohioans. In addition, our Group Tour Office will be heading to Pittsburgh Feb. 19 – 22 along with more than 80 Industry partners to sell Ohio at Heartland Travel Showcase. Our 2009 Ohio Travel Planner and Spring/Summer Calendar of Events are being delivered this week from the printer, while our required Publications RFP process has just concluded the submission phase and the review begins. A special thank you to Aimee Zerla for driving our publications program forward.

On the multicultural side, our Black History Month push is underway via PR efforts, multicultural marketing agency Singleton and Partners and some of our media partners.  Our Spring/Summer main ad campaign planning is almost complete and in place, and I am delighted to report that Industry utilization of our cooperative advertising opportunities has been tremendous. A great many of the opportunities have already sold out!

On the Industry side of things, I want to commend the members of the Ohio Tourism Leadership Academy’s Class of 2009 for their passion and participation in a recent day of immersion with the Tourism Division and Ohio Department of Development Leadership.  The new initiative led by the Ohio Travel Association and taught by Melinda Huntley and Diana Thompson held their second day of “class” at our offices, and judging by the fantastic questions and engagement of the group, it looks like we have some really great future leaders emerging in our Industry.

We have many more great things to share with all of you, and I invite you to read the updates and announcements from our team below. Spring is not too far away, and I look forward to the launch of our new Ohio Film Office Web site this month, a special music video contest promoting Ohio and the first installments of our new social media program going live within the next few weeks. The economy may be stalled a bit right now, but our momentum is full-speed ahead!

Safe travels,

Amir

2009 Spring/Summer Ohio Calendar of Events Now Available

The Division is pleased to announce availability of the new 2009 Spring/Summer Ohio Calendar of Events.

As in previous years, initial bulk orders will be limited to one box (100 quantity) of calendars until mid-March to allow us sufficient time to fill a majority of consumer requests before resuming fulfillment of bulk orders. Bulk quantities of the free 2009 Spring/Summer Ohio Calendar of Events can be ordered online.

Do you Twitter, Blog or Use a Social Networking Site? We Want to Hear From You!

The Tourism Division Public Relations Office is compiling information on how Ohio travel industry members are using Web 2.0 tools to market their attractions, communicate with travelers/potential visitors and keep up with industry news. Please email your “Web 2.0” information to Leslie Woten at Fahlgren Mortine Public Relations at leslie.woten@fahlgren.com by Feb. 16. We’re most interested in the following information:

1. What Web 2.0 tools are you using? Twitter, Facebook, MySpace, Blogs, Delicious, etc.
2. What is your username or URL?
3. How are you using the tool(s) to communicate with travelers, reach out to potential visitors and/or keep up with other industry members?
4. Can you share any unique stories, results or tips that you’ve learned from your Web 2.0 efforts?

If you’re not in the social networking world yet, you may find this month’s Tech Corner article on the topic particularly interesting. Check it out, and let’s get everyone twittering, blogging, reaching new audiences on Facebook, etc. and traveling Ohio!

Space Available in 2009 Safelite Autoglass Coupon Book

As we shared with you during the Town Hall meetings last fall, the Ohio Tourism Division and Safelite AutoGlass have teamed up to create a coupon book containing money-saving or added-value tourism coupons redeemable at various travel destinations throughout Ohio. Ohio Travel industry members have the opportunity to reserve space in the coupon book for the 2009 calendar year.
Here's how the partnership works:

• Fill out and return the Partnership Participation Form with your proposed coupon discount. There is only space in the book for a select number of coupons, so make sure to include the best offer for your destination.
• Safelite will then select the coupons they feel best meet their customers’ needs and desire for value, and we'll put those in a Travel Ohio Coupon Book.
• Our partners at Safelite AutoGlass will personally hand out the coupon books to their customers, putting your offer into the hands of thousands of potential Ohio travelers.

Please download this form for more details and submit your coupon by Feb. 17! Please call Tim Kern at Ron Foth Advertising, (614) 888-7771, with any questions about the partnership.

Division Requests Information for Presidential, Music, Space/Aviation Campaigns

Ohio has some very exciting national media relations opportunities coming up in 2009, and we need your help to craft Ohio’s stories! So dust off your fact sheets, email everyone you know, schedule a meeting with your local historical society or call the person in your community who knows everything about everything so you can tell us how your community, tourism destination, lodging facility, restaurant, gas station, etc. is part of Ohio’s story on any of the following three topics:

• Ohio Links to Lincoln – 2009 marks the 200th anniversary of President Abraham Lincoln’s birth, so it’s a great opportunity to renew our Ohio Presidential pitch updated with links to Lincoln. For example, we know it is said that Lincoln first heard that he was elected President of the U.S. while sitting across from Ohio’s Governor in the Ohio Statehouse (the desk is still there) and Lincoln’s body laid in state in the Statehouse after his assassination. Did Lincoln bunk at your historic inn? Did he make a famous speech in your town? Do you have historic Lincoln items at your museum? Tell us your links to Lincoln, and we’ll use the information to make our Ohio Presidential Heritage pitch timely for 2009 (especially February).

• Rock and Roll Comes Home to Ohio – The Rock and Roll Hall of Fame Induction Ceremony comes home to Cleveland, Ohio, on April 4. We intend to seize this opportunity with the music spotlight on our state to tell Ohio’s musical story (not limited to rock) all summer long. We’re looking for information such as restaurants (i.e. Chrissie Hynde’s Akron restaurant and Bootsy Collins’ upcoming eatery in Cincinnati), the Dean Martin Museum, outstanding annual music events, instrument makers (we hear a company in Bucyrus that makes copper kettles is one of only three places in the world that also makes tympani drum shells)… you get the idea!

• One Small Step – July 20, 2009, will mark the 40th anniversary of the Apollo 11 lunar landing and Ohio’s own Neil Armstrong’s giant leap for mankind. What better opportunity to tell Ohio’s story of aviation, innovation, space accomplishments, Ohio astronauts and our ongoing strength in these industries. Tell us what you have even if you think we already know about it. Are there moon rocks in Maineville? An Ohio astronaut space suit in Summerville?

Please send your information to Public Relations Coordinator Jessie Wagner at jessica.wagner@development.ohio.gov no later than Feb. 20, 2009 at 5 p.m. We look forward hearing how you fit into Ohio’s Presidential, Music and Aviation/Space stories!

MAP 2008 Phase II Reimbursement Deadline Feb. 28

For all participants in Phase II of the 2008 Marketing Assistance Program, the deadline for submitting reimbursement materials is Feb. 28, 2009 at 5 p.m.

Please visit http://industry.discoverohio.com/contentindex.asp?ID=148&rootid=535 for more information about the materials needed for reimbursement and to find the reimbursement form. Please use the 2009 reimbursement form for Phase II 2008. If you have any questions or need assistance with your form, please contact Joe Vargo at (614) 644-0786 or joe.vargo@development.ohio.gov.

Ohio Film Office Introduces Music Video Contest, Amazing Prizes

The Ohio Film Office will be launching the Ohio Film Music Video Challenge on Feb. 18 at www.Contest.DiscoverOhioFilm.com (Web site will not be activated until then). The contest is designed to support filmmakers throughout the state while partnering with educational institutions and musical acts. Participating production teams will have a three-week period to partner with a musical act, create a concept, shoot the video, edit the video and post it to be judged on YouTube. The public will vote on the videos and narrow them down to the Top 10. The finalists will be judged by professionals in the music and film industries. Judges include:
 
• Bob Hoch (Senior Director of Digital Marketing), Sony Music 
• Mark Johnson (Producer) "The Chronicles of Narnia"
• Todd Longwell  (Writer) The Hollywood Reporter
• Chad Lowe (Actor) "Unfaithful", (Producer) "Beautiful Ohio"
• Brad Petrigala (Manager) Brillstein Entertainment Partners
• Michael Peyser (Producer) "U2 3D"
• Don Scott (Writer) "Barbershop", "Barbershop 2:  Back in Business"

The timeline for the contest is as follows:

• The Ohio Film Music Video Challenge will occur throughout the State of Ohio.
• The criteria for the Ohio Film Music Video Challenge will be announced on Wednesday, Feb. 18, 2009.  This will be posted on www.DiscoverOhioFilm.com and partner organizations sites throughout the State.
• The participating group/team must complete their music video and have it posted to the designated YouTube site no later than March 11, 2009.
• Only works that meet the deadline may officially participate in the competition.
• Judging of the posted video will be open to the public from March 12–18, 2009.  The public will select the Top 10 videos by voting on them.
• Professionals in both the music and film/video industries will judge the Top 10 videos from March 19–25, 2009.
• The winner will be announced in a Cleveland venue on Tuesday, March 31, 2009.  The team leader from the Top 10 selected videos must be present to be eligible to win the challenge. The venue along with the time will be announced on Feb. 18, 2009 when the contest begins.

The contest will be open to current Ohio residents.  Entrants must be 18 & over. The prize package Issued to the Winner of the Ohio Film Music Video Challenge includes:

• Ante Up Audio – A certificate for 10 hours of recording studio time with an audio engineer for the music artist/group participating in the music video challenge.
• Greg Wilson Photo – Entitles the team leader of the music video challenge to a full day of photography with 200 professional Kodak Lustre 4x6 prints and a HiRes DVD with photos that will include unlimited licensing rights for print and commercial use.
• Hard Rock Cafe – Dinner for two at the Cleveland Hard Rock Cafe for the team leader of the music video challenge.
• House of Blues – Gospel Brunch for two at House of Blues for the team leader of the music video challenge.
• The Hyatt Regency – Weekend stay at Hyatt Regency Cleveland at the Arcade checking in April 3 and checking out April 6 for the team leader of the music video challenge.
• KP Photo – Entitles the music artist/group of the music video challenge to a half-day photo shoot at the studios of Kalman & Pabst Photo Group. This will include a pre-planning meeting, the photo shoot, jpegs of all images, retouching and reproduction rights on two selected final images.
• Marengo Luxury Spa – A gift certificate to Marengo Luxury Spa, located in downtown Cleveland, for a haircut and style plus a hand treatment  and manicure for the team leader of the music video challenge.
• Rock and Roll Hall of Fame and Museum – The team leader of the music video challenge wins a pair of tickets to the Rock and Roll Hall of Fame Induction Ceremony, a one-year membership to the Rock and Roll Hall of Fame and Museum and a gift basket from the Rock and Roll Hall of Fame and Museum. The music artist/group of the music video challenge will receive complimentary tickets to the Rock and Roll Hall of Fame and Museum.
• Pickwick and Frolic – A certificate that entitles the holder to a Tuesday or a Wednesday evening dinner and show for two individuals. Includes a 10 oz. prime rib or rotisserie fresh chicken dinner, along with preferred seating for that evening’s show in Hilarities 4th Street Theatre for the team leader of the music video challenge.

With all the talent that exists in Ohio, we thought this was the perfect way to recognize it with the induction ceremony moving back to Cleveland this year. We ask your assistance to help us spread the word and encourage everyone you know to vote!

Division Returns from Successful ABA

Twenty-three Ohio delegates attended the 2009 American Bus Association Marketplace in Charlotte, NC, Jan. 7–12 to meet with professional tour planners and assist with Ohio tour packaging. An Ohio regional sample itinerary booklet was distributed to promote the 15 convention and visitors bureaus that were in attendance. In addition, 12 delegates hosted 15 tour operators on Wednesday evening for dinner in celebration of the Dublin Irish Festival’s selection as one of the 2009 Top 100 Events in North America.

The Division also sponsored Web site seminar speaker, Phillippa Gamse, CMC, and President of Web sites that Win International, and her four marketplace seminars. As a result of the sponsorship, partners gained additional exposure in the Ohio booth on the marketplace floor. All of the marketplace leads have been posted in the group tour section of Travel Buzz on the Industry site. Please follow-up with the tour planners accordingly.

The American Bus Association and the Ontario Motor Coach Association unveiled Project 2010, an online Web portal for the group travel industry at the marketplace in an effort to build business lead generation year-round. Now named GroupConnect, the online Internet application will provide for real-time use in pricing, locating and booking of hotels, attractions, food services, motorcoach transportation, routing information and all of the related components of group and packaged travel. More details will be shared as they become available.

(Photo Caption--Top: Celeste Krolak, CTIS (L) and Sharrona Burns, CTIS, Rock and Roll Hall of Fame and Museum (R) congratulate Paul Grant, CTIS, Lakefront Lines Toledo (C), on being one of 60 Industry professionals from the 2009 Certified Travel Industry Specialist (CTIS) graduating class during the annual American Bus Association Marketplace in Charlotte, NC. The CTIS program is designed to enhance and sharpen travel professionals’ skills and is administered for ABA by Indiana University/Purdue University Indianapolis. More than 450 people have graduated from the program. Bottom: Celeste thanks Roderick Lewis, ABA Assistant Director, Member Services, for a great marketplace week in Charlotte, NC.)

Ohio Gears up for Heartland

Eighty-four Ohio group tour exhibitors are gearing up for their next trade show, Heartland Travel Showcase, Feb. 19-22, in Pittsburgh. Together, we will market Ohio tours to more than 100 tour planners. Additional Ohio highlights include Experience Columbus sponsoring the all-delegate luncheon on Feb. 21 as they promote the 2010 show hosted in their city. The Ohio message will continue on Feb. 22 when partners with Adventures in Northeast Ohio sponsor the tour operator breakfast and Ohio’s Appalachian Country wraps up the show with the tour operator luncheon sponsorship. For more information on Heartland Travel Showcase, visit www.Ohiotravel.org

Division E-mail Addresses Changed – Please Check Your Information

On Feb. 1, 2009, the Ohio Department of Development changed the e-mail addresses for all its employees, including the Ohio Tourism Division staff. Please note that the Division’s new e-mail addresses follow this format: firstname.lastname@development.ohio.gov (Example: amir.eylon@development.ohio.gov). E-mails sent to the previous domain are no longer be valid. Please be sure to update your “safe senders” list with the new domain name so you can continue to receive important updates and deadlines from the Ohio Tourism Division!

New York Media Mission a Success

The annual media mission to New York City was once again a resounding success. Five Ohio Travel Industry Members (Karen Raymore, Hocking Hills Tourist Council; Samantha Fryberger, Positively Cleveland; Scott Peacock, Experience Columbus; Linda Antus, Cincinnati USA Regional Tourism Network; and Cathy Miller, Toledo CVB), Tammy Brown from the Division and Ann Marcum from Fahlgren Mortine PR (the Division’s public relations agency of record) participated in the mission Jan. 28-29.

We had a slate of 11 appointments with: Food & Wine (travel editor), Scholastic Parent & Child magazine, Audubon Magazine, Travel + Leisure, Sherman’s Travel magazine, Redbook (food editor), Family Circle, Car & Travel (NY AAA magazine—travel editor), Arthur Frommer’s Budget Travel, Wall Street Journal (travel reporter) and Ladies’ Home Journal.

As always, we ran into many transplanted Buckeyes and Midwesterners including our Travel + Leisure contact (born in Cleveland) and Ladies’ Home Journal (from PA). We found that affordability/value is definitely on the travel radar for a majority of these publications’ readers, but there are still publications appealing to higher income demographics that are seeking undiscovered areas and experiences for their readers. For example the wine editor at Food & Wine recently spent some time in Ohio, and we did our best to persuade the Redbook food editor, who is currently pondering her travel schedule for this year, to give Ohio an opportunity to surprise her with our excellent chefs, eateries, ethnic neighborhoods and artisinal food producers.

Thank you to everyone who participated and completed questionnaires providing some wonderful information that was shared with the media. We’ll be in touch with many of you as we follow up with the media on their specific interests.

Best Practices: Why Sales and Marketing are Vital in a Recession—from www.ntaonline.com

According to the National Travel Association, the last quarter of 2008 saw the global economy turn upside down, leaving many to wonder if they are prepared for the coming year. However, this is not the first hardship to hit travel and tourism and, as much as we might all wish differently, it likely won’t be the last.

With all of the cost-cutting we keep hearing about, one area where many agree that entities should increase spending during an economic downturn is in sales and marketing. So, what are some of the things you can do from a sales and marketing standpoint that can see your company through? Below are some suggestions:

• Don’t stop marketing—while you must scrutinize your budget and make sure you’re spending it wisely, you should never stop marketing. Look at advertising and marketing vehicles that have produced good ROI for you in the past and continue to invest in them.

• Renewed focus on your customers and products—to make sure the customers that are still spending continue to spend with you, you must focus on providing the best product with the best service. You know that old adage—it is always easier to keep a customer than find a new one. That is particularly true when money is tight.

• Develop new partnerships—NTA has always helped to foster partnerships. Whether it is operator to supplier, operator to operator, or supplier to supplier, economic downturns call for creativity in developing new and profitable partnerships. Think outside of the box and look for new partnerships that will be mutually beneficial and help keep people traveling by creating an interesting and marketable new product.

• Retool your products—renewing your focus and identifying your most profitable customers will help you retool your products and put forth something they still wish to purchase. During times of recession, particularly with travel, many customers still want and need to travel. However, they might be seeking lower-cost options. Look at what your most popular products are and see if you can retool them slightly to create a similar experience at a lower cost. And, while you should consider carefully before starting a price-slashing strategy, if you can make the math work offering deals and special incentives to good customers can create an added loyalty for both the tough times and the good.

Though sales and marketing aren’t a “quick fix” in a down economy, they are tools you can use to continue attracting business while building up a new base of customers.

Tech Corner: Social Media ‘Marketing’ and Tourism

Do you Twitter? How many Facebook friends do you have? How’s your Flickr Group coming along? Have you loaded any cool new videos to your YouTube Channel recently?

Those questions may sound like a foreign language to you. And then again, you may be rattling off answers with the greatest of ease. What it all comes down to is one of the most significant online phenomena since e-mail marketing: Social Media.

Experts are quick to point out that the term “Social Media Marketing” is a real misnomer. The whole idea of Social Media is to create, or join, a platform for communication. And communication doesn’t mean listening to a sales pitch. It means finding places where you can join in the conversation. You may find that once you create that YouTube Channel and post some cool videos, others with similar interest will become fans and start subscribing. Or if you create that Twitter account and start “following” people with similar interests, you might be surprised how many “followers” are suddenly listening to what you have to say.

Check out our YouTube Channel at www.youtube.com/user/DiscoverOhioTravel and our Flickr Group at www.flickr.com/groups/discoverohio. If you have a Twitter account, look for Roger_OHTourism. And if you have a presence of your own in the realm of Social Media, let us know about it. We’d love to be friends.

Where in the World

Feb. 12: Amir Eylon and Alicia Reece attending the Cincinnati Annual Meeting
Feb. 19 – 22: Celeste Krolak attending Heartland Travel Showcase in Pittsburgh