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EMT Express

Welcome to EMT Express, providing bi-weekly news and tips for the people who market Minnesota tourism.

Meet in Minnesota
A press conference to launch the Meet in Minnesota promotion will be held on Wednesday, March 4 at 11:15 a.m. at RiverCentre in Saint Paul. We invite chambers, convention & visitors bureaus (CVB’s) and tourism businesses that host meetings and conventions to attend the press conference. Please enter RiverCentre by the Kellogg Avenue entrance and proceed to the Multicultural Forum on Diversity in the Workplace Job Fair.

The press conference will be held on the lower level in front of the entrance to the Job Fair. Governor Tim Pawlenty, Explore Minnesota Tourism Director John Edman, Executive Director of the Rochester Convention and Visitors Bureau Brad Jones and Jim Miller, President of Ecolab’s Institutional North American sector are all scheduled to speak. Please arrive by 11:00 a.m.

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Tourism Awareness Materials
Due to an error in the information, the tourism awareness suitcases and "Tourism and the Economy" brochures are currently being reprinted and will be available later this week.

The materials include county-by-county gross sales and employment information for the leisure and hospitality sector for 2007. The suitcases are for you to share with elected public officials and the media. The "Tourism and the Economy" brochures are available to be used with larger audiences, including chamber membership, Rotary, Kiwanas, etc. To receive copies, please contact Tina Freitag at Tina.Freitag@state.mn.us.

2007-08 Statewide Economic Impact Report
Travelers in Minnesota spent over $12 billion in Minnesota between June 2007 and May 2008, according to a recent report prepared for Explore Minnesota Tourism and the University of Minnesota Tourism Center, in partnership with Minnesota’s regional tourism associations. The traveler spending estimate is included in a series of reports that resulted from a 12-month study of travel in Minnesota.

The $12.1 billion was spent during 39 million person-visits in Minnesota, supporting 271,500 full-time equivalent jobs, $6.7 billion in resident income (wages, salaries and proprietary income), $1.5 billion in state government revenues and $0.5 billion in local government revenues.

More than half of the spending was by travelers who stayed overnight in hotels, motels or B&Bs. Food, shopping and recreation combined account for three-quarters of all the dollars spent by travelers. Popular activities for travelers to Minnesota included dining out, shopping, attending events, and sightseeing or driving for pleasure.

More than a third (37%) of total traveler expenditures were spent in the summer season. Travelers spent $4.5 billion in the summer season (June through August); $3.0 billion, or 25%, in the fall (September through November); $2.8 billion, or 24%, in winter (December through March) and $1.7 billion, or 14%, in spring (April and May).

The statewide economic impact report was compiled by Davidson-Peterson Associates, and was based on telephone interviews with lodging managers and Minnesota residents and in-person interviews with travelers. The report also provides information by types of lodging and other demographics, and includes analysis of travelers by Minnesota region. Additional reports in the series provide a statewide profile of travelers in Minnesota, regional economic impacts and traveler profiles, and economic impact estimates at the county level. All of the reports can be found in the research section of www.industry.exploreminnesota.com by clicking on the "Economic Impact" and "Traveler Profiles" pull-down options of the "Research" tab. The reports are also posted on the University of Minnesota Tourism Center’s website – www.tourism.umn.edu.

Electronic Marketing Tip
Words that you use in your character description are included in "text searches" on www.ExploreMinnesota.com. Use this space wisely to highlight special features of your property. The Explore Minnesota database is the information source for the Journey travel planning service and for exploreminnesota.com. Listings can be entered or updated directly by tourism businesses and organizations online at: www.extranet.exploreminnesota.com.

For more information, contact Kim Fitzgerald at kim.fitzgerald@state.mn.us

Accommodations Description

Minnesota in the News
On February 1, 2009, ABC-TV’s Good Morning America Weekend Window segment carried a 2-minute feature on the Gunflint Trail. To see the flattering segment, go to http://abcnews.go.com/Video/playerIndex?id=6780012.

The January 30, 2009, Southtown Star (Chicago) published a tongue-in-cheek review of the recently released film "New In Town," "Flat and hokey," which recommended that Minnesotans "stand up! fight back!" to such films as "New In Town," and previously "Fargo" for characters who are "stereotypically folksy."

Dick Johnson’s column in the February 24, 2009, Mason City Globe Gazette was a nostalgic look back at his family’s fishing trips to the Grand Rapids area, led by his dad and Uncle Don, who passed away January 31, 2009, at 87.

On February 23, 2009 Jana Shortal of Twin Cities television outlet KARE 11 interviewed Tourism Director John Edman and carried a story on the evening news, "Ready for your staycation."

The February 1, 2009, St. Paul Pioneer Press published "Sweet Retreats: Nearby Bed and Breakfasts," by Courtney Sinner. The story plugged several B&B’s in anticipation of the Valentine’s Day holiday.

On Friday, February 27, 2009, on WNMT Hibbing’s morning show with Craig Holgate, two Minnesota tourism guests were interviewed representing the Gull Lake Frozen Fore and the Grumpy Old Men Festival in Wabasha.

Marketing & Sales Coordinator
The Austin Convention and Visitors Bureau is searching for a marketing professional. Candidates ideally should be familiar with the tourism industry, know Austin well, have strong PR & networking skills, proven sales ability and be able to coordinate group reservations. The position involves promoting Austin to group tour operators, attending trade shows and working closely with local hospitality businesses. This individual will be highly visible within the area, work with the community and state regarding tourism issues, develop and maintain a customer & media database and recruit volunteers as needed. Occasional travel required.

Send cover letter, resume and references to: Austin Convention and Visitors Bureau, 104-11th Ave NW, Suite D, Austin, MN 55912; or email: visitor@austinmn.com.

Good Information on What a Great Deal Looks Like
In a commissioned study conducted by Forrester Consulting on behalf of Travelscream, Forrester determined the elements of the types of travel deals consumers respond to. The Forrester study recommends the deals you post online include:

  • An enticing headline that highlights the sale price and percentage discount along with the property name and location
  • Descriptive copy that transports the traveler to the destination with text, photos and video
  • Relevant and timely information, with price highlighted in terms of savings to the customer
  • A call to action that returns buyers to your website, your most profitable sales channel
  • Display deals on sites where travelers spend most of their time online

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WHTI National Campaign
The new radio commercials on the Western Hemisphere Travel Initiative (WHTI) are finalized and have already begun airing in local markets. Click here to hear them now. Filming has also been completed for both the English and Spanish versions of the new TV commercial. Look for links to the new ads in next month’s newsletter.

Collaboration with the convention and visitors bureaus has been overwhelmingly successful. Numerous groups have added links to www.GetYouHome.gov as well as adding information to newsletters and information guides.

Traffic on www.GetYouHome.gov continues to grow with more than 160,000 visitors since its September 2008 launch.

Again, please don’t forget, you may download the WHTI Widget. This interactive graphic sits on your computer desktop and provides a variety of useful information for travelers: a trip countdown timer, weather at your destination, and a link back to www.GetYouHome.gov. So, if you are planning a trip, click here to download your WHTI widget.

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If you have an article you wish to submit for consideration, please contact: Colleen Tollefson, 651/297-2635, 800/657-3637.

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