MLT, the Westin, and MMSA concluded their 2015 Australian Sales Mission this last May. The highly successful sales Mission included Sales Training and Agent trainings with all the leading travel trade wholesalers in market, meeting with key media reps, and attending consumer shows in the important markets of Melbourne and Sydney.
The goal was to increase visitation for the winter of 2015/16 from this key international market.
MLT partnered with MMSA, the Sierra Nevada Resort, and the Alpenhof to attend the 2015 IPW conference in Orlando.
U.S. Travel Association’s IPW is the travel industry’s premier international marketplace and the largest generator of travel to the U.S. In just three days of intensive pre-scheduled business appointments, more than 1,000 U.S. travel organizations from every region of the USA (representing all industry category components), and more than 1,300 international and domestic buyers from more than 70 countries conduct business negotiations that result in the generation of more than $4.7 billion in future Visit USA travel. MLT’s goal was to increase future international business, both summer and winter.
MLT also attended the 2015 IPW Media Marketplace, the full day media session that opens IPW. Meetings with key travel writers, both domestic and international, were held. The goal was to secure future media coverage of Mammoth Lakes.
Campaign: Summer Recreation
Summary: MLT sponsors the Fred Hall’s Ultimate Outdoor Experience and participates in the US395 row with the Eastern Sierra Fishing Coalition. The sponsorship includes sponsor logo inclusion in show materials, logo on website, Mammoth Lakes featured articles in show program, floor decals, all show signage, Mammoth Lakes seminar area featuring Eastern Sierra focused presentations and inclusion in press releases.
Campaign Goals:
Dates of Campaign: March 27-30, 2014
Reach: 40,000
Market: San Diego
Target Audience: Full of life
Budget: $1,000
Reporting Metrics
Campaign: Summer sightseeing; and Events and Festivals
Summary: MLT attended the first year of the Travel and Adventure Show in San Diego. The Travel and Adventure Shows have a highly qualified attendee list with people from high income demographics looking to travel before October of 2014. This year MLT neighbored with Mono County.
Campaign Goals:
Dates of Campaign: March 29-30, 2014
Reach: 12,879
Market: Southern California
Target Audience: Full of life
Budget: $4,000
Reporting Metrics
Campaign: Summer Recreation
Summary: MLT sponsors the Fred Hall’s Ultimate Outdoor Experience and participates in the US395 row with the Eastern Sierra Fishing Coalition. The sponsorship includes sponsor logo inclusion in show materials, logo on website, Mammoth Lakes featured articles in show program, floor decals, all show signage, Mammoth Lakes seminar area featuring Eastern Sierra focused presentations, sponsorship of kids fishing pond and inclusion in press releases. The US 395 row is the first row in the show and the Eastern Sierra Fishing Coalition has a daily one hour panel in the Mammoth Lakes seminar area that is moderated by ‘Let’s Talk Hook Up’ radio show’s host – Pete Gray. MLT participated with the Eastern Sierra Fishing Coalition in two morning radio shows: Let’s Talk Hook Up (Mighty 1090AM) and Fishing Ventures (Angels Radio 830AM)
Campaign Goals:
Dates of Campaign: March 5-9, 2014
Reach: 120,000
Market: Southern California
Target Audience: Full of life
Budget: $14,000
Reporting Metrics
Campaign: Summer sightseeing and Events/Festivals
Summary: Exhibited in the Yosemite Experience Pavilion which included a rock climbing wall, step and repeat banner of Yosemite tunnel view, two giveaway promotions to Mammoth Lakes featured in pavilion and marketing materials. Attendees are a highly qualified group and are looking to complete travel by October 2014.
Campaign Goals:
Dates of Campaign: February 8-9, 2014
Reach: 32,181
Market: Southern California
Target Audience: Full of life
Budget: $6,000
Reporting Metrics
Campaign: Summer sightseeing and Events/Festivals
Summary: Exhibited in the Yosemite Experience Pavilion which included a rock climbing wall, step and repeat banner of Yosemite tunnel view, two giveaway promotions to Mammoth Lakes featured in pavilion and marketing materials. Attendees are a highly qualified group and are looking to complete travel by October 2014.
Campaign Goals:
Dates of Campaign: January 25-26, 2014
Reach: 16,123
Market: Southern California
Target Audience: Full of life
Budget: $6,000
Reporting Metrics/ROI
Campaign: Summer Recreation
Summary: MLT attended the Sacramento show and neighbored Mono County. Sacramento is a market that MLT keeps light marketing in because it is the state’s capital; and there is a loyal fishing audience that regularly visits Mono County.
Campaign Goals:
Dates of Campaign: January 9-12, 2014
Reach: 60,000
Market: Sacramento; Bay Area
Target Audience: Full of life
Budget: $3,000
Reporting Metrics
Campaign: Summer Sightseeing (Yosemite focus)
Summary: Based on organic visitor growth to VisitMammoth.com, MLT test marketed Chicago by exhibiting in the California section at the Chicago Show. Consumer attendees are looking for summer travel and want more information about Yosemite and wine tasting, specifically. Attendees are well traveled to California and follow recent research stating that visitors are now interested in traveling outside of the gateway cities. Attendees originate from the surrounding region.
Campaign Goals:
Dates of Campaign: January 11-12, 2014
Reach: 20,971
Market: Chicago; Midwest
Target Audience: Full of life
Budget: $6,000
Reporting Metrics