1
ATIA Overview................................................................... 3
Comparison of State Tourism Marketing Programs
2010/2011 Board of Directors
Vision & Mission
ATIA FY11 Marketing Committee...................................... 8
Situation Analysis............................................................... 9
Opportunities
Value of Tourism to Alaska and the Economy
FY11 Marketing Goals & Objectives................................ 12
Marketing Strategies....................................................... 13
FY11 Marketing Components........................................... 15
Advertising
Public Relations
Website
Travel Trade
International
FY11 Budget...................................................................... 23
2
ATIA Overview
Alaska’s tourism industry is in great jeopardy. At the same
time the global economy went into a tailspin, the industry
was hit with substantial new taxes. Between independent
travelers spending less and major corporations tightening
their belts to ride out the crisis, Alaska has received a onetwo punch.
In 2009, visitation to Alaska was down by 85,000 people
and in 2010 we’ll see another decrease of 140,000 due
to the redeployment of several cruise ships to other parts
of the world. That’s a loss of more than 200,000 visitors
in two years and brings Alaska’s overall visitation back
to pre-2005 levels. The loss of cruise ships negatively
impacts southeast communities that see ships come into
port, but also hurts communities throughout Southcentral
and Interior Alaska that host cruise passengers before or
after their cruise. And when you calculate that each Alaska
cruise visitor spends an average of $636 on their trip, a
conservative estimated loss of direct economic impact
equals more than $143 million.
So where do we go from here? One area of focus should
be on how to prevent additional cruise ships from pulling
out of the Alaska market. Because each ship that is
redeployed to a different destination in the world means
less visitors to Alaska and less economic benefits from
cruise tourism.
U.S. economists believe the Great Recession is behind us
but as the cover of Newsweek proclaimed in August, “Good
luck surviving the recovery!” And that’s what many Alaska
tourism businesses fear – do they have the resources
needed to survive the recovery? Following a weak 2009
summer season, many Alaska businesses are reeling
and the 2010 summer season is not expected to be much better.
ATIA conducted a Travel Intentions study in November
2009 to gauge the level of travel interest from consumers
requesting Alaska vacation information. The study indicates
the expected number of visitors in 2010 among people
requesting Alaska information could be seven percent
lower than last year. This news is not comforting for Alaska
tourism businesses. At the same time, the research
allows them to focus now – rather than six months from
now – on what changes they can implement to help them
survive what may be another dismal travel season. Another
wave of Travel Intentions research is being conducted in
March 2010 to see if the 2010 summer season forecast
changes further.
The annual Conversion Study published in December 2009
also indicates a difficult year lies ahead. The rate at which
consumers requesting Alaska travel information will actually
travel has decreased from 19 percent to 12 percent, and
the cost to generate inquiries and conversions has risen.
Conversion Study
25%
20%
15%
19%
13%
14%
12%
12%
2000
2001
15%
16%
15%
16%
16%
12%
10%
5%
0%
1999
2002
2003
2004
2005
2006
2007
2008
2009
3
Despite the challenges faced in 2009, marketing
accomplishments for the year include:
• Generated over 583,000 qualified requests for Alaska
trip planning information.
• Generated approximately 84,400 requests for
highway travel information.
• Ran Alaska television commercials on national cable
networks, delivering Alaska’s message approximately
352 million times over the course of the year.
• Mailed over 3.1 million direct mail packages to
potential Alaska visitors.
• More than 1.26 million individual consumers visited
the ATIA consumer website, TravelAlaska.com.
• Doubled the number of travel professionals who
became Alaska Certified Expert from 600 to 1,200.
Destination training was also conducted to 695
domestic travel agents.
• Hosted Alaska Media Road Show, ATIA’s premiere
media event which brings qualified writers/editors to
meet one-on-one with Alaska tourism businesses.
• Brought Food Network’s Ace of Cakes show to
Alaska and the state’s 50th Anniversary of Statehood
was featured in the show’s season premiere (750
million viewers).
• Hosted 17 international tour operators from 5
countries on 4 familiarization tours throughout the year.
• Attended 6 international trade shows to meet with
overseas tour operators and travel agents.
• Conducted Trade Missions to Australia, Japan,
Korea and Europe. The missions included training
workshops, product meetings and media events
reaching over 1,019 members of the travel trade.
• Sponsored and attended trade shows in North
America reaching 786 travel agents and 136 tour operators.
4
It is important to point out these achievements were
possible despite the fact Alaska ranks well below other
states in terms of funding for tourism promotion. The
average state expenditure exceeds $17 million and Alaska
falls far below that threshold. Although this places us at a
disadvantage, the allure of Alaska – with our mountains,
glaciers and wildlife and our native culture and sense of
adventure – helps us compete with other destinations
throughout the world.
Alaska’s tourism program in Fiscal Year 2011 will continue
to build on the foundation of previous years’ programs,
but performance is expected to be weak due to influences
such as deflation, rising media rates, postage and paper
increases and a very weak global economy. The U.S.
Travel Association projects performance in 2010 to be
marginally better than 2009, but real post-recession growth
is still likely to be 18-24 months away.
On a positive note, several airlines have recently
announced new flights and gateways to Alaska, which is
certainly great news for Alaskans and potential visitors.
More flights in a down economy generally result in lower
fares, so this new development falls right in line with the
national trend of consumers wanting values and deals
before they will make their travel decision.
The Board of Directors and Marketing Committee
strongly believe that a marketing budget exceeding $20
million is needed in order to be competitive in the global
marketplace. ATIA is optimistic the Corporate Income Tax
Credit (SB138) will pass this year resulting in adequate
funding for Alaska’s statewide tourism marketing efforts.
This Fiscal Year 2011 Marketing Plan provides a detailed
description of how ATIA will bring Alaska’s message to the
world.
Comparision of State Tourism Marketing Programs
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$90
$80
$70
$60
$50
$40
$30
$20
$10
$0
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Millions
2007/2008 State Tourism Office Budgets (TIA)
STATE
INTERNATIONAL
MARKETING
DOMESTIC
MARKETING
PRINTING,
PRODUCTION,
FULFILLMENT
WEBSITE
DEVELOPMENT &
MAINTENANCE
RESEARCH
Hawaii
3,637,058
10,247,839
961,839
1,351,572
2,296,137
California
17,802,249
20,488,344
2,055,000
3,232,612
1,052,000
Illinois
1,497,600
7,506,900
1,638,229
525,800
291,000
Florida
5,530,716
19,589,634
2,028,824
1,767,568
812,670
Pennsylvania
1,545,000
6,850,000
1,900,000
1,632,000
280,000
Arizona
2,686,332
10,692,330
879,237
900,350
200,400
Virginia
757,300
6,147,558
1,088,408
653,501
440,692
Alaska
494,800
4,900,054
1,429,624
330,900
260,700
5
2010/2011 Board of Directors
Officers
Stan Stephens - Chair
Stan Stephens Glacier & Wildlife Cruises
John Krielkamp - Membership Chair/Secretary
Cruise West
Deb Hickok - Vice Chair
Fairbanks Convention & Visitors Bureau
Bill Pedlar - Finance Chair/Treasurer
Knightly Tours
Ann Campbell - Marketing Chair
Aurora Consulting
Brett Carlson - Past Chair
Northern Alaska Tour Company
Roark Brown - Government Relations Chair
Homer Ocean Charters
Ron Peck - President, Ex-officio
Alaska Travel Industry Association
Kirk Hoessle - Tourism Planning Chair
Alaska Wildland Adventures
Janet Buckingham
Kodiak Convention & Visitors Bureau
John McConnochie
Cycle Alaska
Bruce Bustamante
Princess Cruises
Tim McDonnell
TEMSCO Helicopters, Inc.
Deb Call
Alaska Native Heritage Center
Bonnie Quill
Mat-Su Convention & Visitors Bureau
Ken Dole
Waterfall Resort/Promech Air
Scott Reisland
Denali Grizzly Bear Resort
Paul Goodwin
Holland America Line
Suzanne Rust
K2 Aviation
Peter Grunwaldt
Premier Alaska Tours
Julie Saupe
Anchorage Convention & Visitors Bureau
Scott Habberstad
Alaska Airlines
Jerry Scholand
Kiana Bed & Breakfast
Patti Mackey
Ketchikan Visitors Bureau
6
Directors
Vision & Mission
It is important for an organization such as ATIA to determine the path it will travel into the future. For this reason, the ATIA
Board of Directors developed and embraces this vision statement:
The ATIA will be the leading industry organization promoting Alaska as a top visitor destination, communicating
and promoting the Alaskan tourism industry as one of the state’s major economic forces, and will be the
respected voice of the industry for the growth of the industry, while remaining attentive to care for the
environment, recognition of cultures and Alaska’s unique quality of life.
As we strive to attain our vision for the Alaska visitor industry, ATIA will undertake the following:
•
Promote and facilitate travel to and throughout the State of Alaska.
•
Provide a broad-based association of individuals and companies with an interest in the visitor industry in Alaska.
•
Encourage the increase and improvement of quality visitor facilities, services and attractions throughout Alaska.
•
Plan and execute a statewide marketing campaign promoting Alaska as a visitor destination.
•
Increase awareness of the economic importance of the visitor industry.
•
Develop and implement programs beneficial to the travel supplier and consumer, which no other single industry
component or organization would be expected to carry out on its own.
•
Initiate and cooperate with local, state and federal entities in developing and implementing programs, policies and
legislation that are responsive to the needs of the industry and to intervene in those issues and initiatives that would
directly affect the facilitation and promotion of travel to and within Alaska.
•
Work cooperatively with the state on tourism development and long-range planning.
7
ATIA FY11 Marketing Committee
Under ATIA’s umbrella are three major program areas: Tourism Marketing, Tourism Industry Services and Administration.
The ATIA Board of Directors establishes overall policy and budget and provides oversight for all programs. The Marketing
Committee is an industry-led partnership appointed by the Board of Directors and is charged with the responsibility of
developing the annual marketing plan. Professional staff and contractors under the direction of the Board of Directors and
its Marketing Committee implement the Marketing Plan.
The following individuals, representing a broad spectrum of the visitor industry and communities throughout the state,
were involved in the development of the FY11 Marketing Plan.
Marketing Committee Members
Ann Campbell - Chair
Aurora Consulting
Sandra Loomis
Talkeetna Air Flies Denali
Julie Saupe - Vice-Chair
Anchorage Convention & Visitors Bureau
Karen Lundquist
Fairbanks Convention & Visitors Bureau
Chuck Baird
Waterfall Resort
Patti Mackey
Ketchikan Visitors Bureau
Kindra Brownlee
Princess Cruises
John McConnochie
Cycle Alaska
Deb Call
Alaska Native Heritage Center
Dennis McDonnell
Alaska Coach Tours
Brett Carlson
Northern Alaska Tour Company
Gary Odle
Alaska Highway Cruises
Kelli Dindinger
Alaska Travel Adventures
Lorene Palmer
Juneau Convention & Visitors Bureau
Pierre Germain
Government of Yukon
Ron Peck
Alaska Travel Industry Association
Michelle Glaves
Soldotna Chamber of Commerce
Bill Pedlar
Knightly Tours
Peter Grunwaldt
Premier Alaska Tours
David Petersen
Valdez Convention & Visitors Bureau
Scott Habberstad
Alaska Airlines
Bonnie Quill
Mat-Su Convention & Visitors Bureau
Shanon Hamrick
Kenai Peninsula Tourism Marketing Council
Scott Reisland
Denali Grizzly Bear Resort
Kirk Hoessle
Alaska Wildland Adventures
Linda Springmann
Holland America Line
Jeff Johnson
Alaska Railroad Corporation
Colleen Stephens
Stan Stephens Glacier & Wildlife Cruises
Dee Dee Kay
CIRI Alaska Tourism Corporation
Toni Walker
Logistics, LLC
Al Koch
All Alaska Tours
8
Situation Analysis
Recently, President Barack Obama spoke before the Las
Vegas Convention and Visitors Authority stating, “When the
economy suffers, the tourism industry is deeply affected.
When folks are hurting and don’t have the money to spend
on a night out or a weekend getaway, that hurts the broader
economy as well.” That message certainly resonates with
those in Alaska’s visitor industry. During the 2009 summer
season, the state saw fewer visitors, largely due to the
global economic crisis.
The U.S. Travel Association proclaimed in October 2009
at the Marketing Outlook Forum that a “new normal” has
taken hold. Surviving the recovery, they proclaimed, is now
the new challenge at hand. Total visitor volume through the
first nine months of 2009 was down 4.1 percent, but visitor
spending over this time frame was the larger issue, with a
12 percent decrease. The good news, they concluded, was
that declines in travel appear to have bottomed out and a
rise in transportation demand is starting to be seen.
The projection for 2010 and beyond is that volume will be
marginally better, but real post-recession growth is likely
to be 18-24 months away. And the best projection is that
performance will be flat. Assuming there is no swine flu
pandemic in the U.S., the U.S. Travel Association predicts
the following for 2010:
• Slow improvement in the economy and the travel and
tourism industry
• Smaller losses rather than positive gains
• More reductions in air flights, with a return to
immediate post-9/11 levels
• Increases in international visitation, but return to
previous levels are not likely to happen until 2013
• Consumers are still wary of spending money on large-ticket items
• Rising unemployment is dampening the ability of
consumers to support economic growth
• Flat is the new growth
Leisure travel trends indicate consumers still view travel
as a “right” but they are taking shorter trips closer to home.
Frugality continues to reign with consumers looking for
values and deals. Overall it is believed consumers will be
trading down in terms of their vacation experience, but they
are not trading out.
IHS Global Insight indicates the U.S. and world economies
have emerged from recession and the recovery process
has begun. Unfortunately, continued unemployment,
lingering impacts from the financial crisis and the winding
down of fiscal stimulus will keep improved financial
conditions and pent-up demand from hastening recovery
along. Consequently, it is believed global gross domestic
product (GDP) will grow only 2.8 percent in 2010 – which is
better than the 2 percent drop in 2009 – but well below the
3.5 to 4 percent trend rate of growth for the world economy.
The outlook for international visitors to the United States
is also bleak. In 2009, arrivals from overseas were down
9 percent compared to 2008. According to the U.S. Travel
Association, 2010 is predicted to see a 3 percent increase
over 2009 but we will not return to the 2008 levels until
2013. However, that is only part of the picture. Since
2000, the U.S. has been losing global market share in
world travel. International travel has seen substantial
growth over the past decade by 31 percent. However at
this same time, the U.S. saw a reduction of 9.3 percent
fewer visitors from overseas.
Although the United States expanded the number of
countries to join the Visa Waiver program in 2008, which
should facilitate easier and more travel to our country, the
Department of Homeland Security has implemented the
Electronic System for Travel Authorization (ESTA) requiring
visitors from those countries to register online before
they travel to the U.S. The program was implemented
in January of this year and has been successful with a
91% compliance rate. Of concern is that by the end of
March, airlines will be forced to pay fees if they allow
anyone to board who has not registered with ESTA. It is
anticipated that could result in 2,200 less people per day
traveling to our country and is being criticized as part of a
broader problem that the United States does not have a
comprehensive national marketing and communications
strategy to reach the rest of the world.
9
Fortunately, the industry is addressing these concerns
through The Travel Promotion Act. It has passed both
houses of Congress and awaits the President’s signature
and would create a national marketing organization to
promote travel to the United States funded through ESTA
fees and private organizations. When it is enacted, it is
estimated that it would result in 1.6 million new international
visitors to the U.S. annually.
This will be extremely beneficial in an increasingly
competitive global marketplace which is already facing
many stressors. The International Air Transport Association
states that the worldwide airline industry will take at least
3 years to recover from the recession. They report that
34 carriers have gone out of business since 2008 and
revenues declined by $80 billion last year. Earlier this year
Japan Airlines declared bankruptcy and is in the midst of
restructuring in order to become profitable again within
3 years. This has included reducing international routes
and charter operations. This has already impacted flights
to Alaska and will continue to do so in the next few years.
However, ATIA has worked very closely with JAL and the
Japanese travel trade to keep the flights viable including
increasing the Japan marketing budget in FY10.
The annual Conversion Study conducted by ATIA also
forecasts a difficult year ahead for Alaska tourism
businesses. Although requests for Alaska travel
information increased in 2009, those actually traveling to
the state dropped significantly.
10
Travel agents also experienced a challenging year. Travel
Weekly’s annual Travel Industry Survey showed that
approximately 80 percent of travel agencies reported
a decline in sales and revenue averaging 26 percent.
Additionally, agents are shifting away from domestic
tour packages and instead focusing on cruising and
international tours as those are the areas where they feel
their revenues can grow. They are most interested in
programs that can directly increase their bottom line.
As we head into Fiscal Year 2011, we can take solace in
the fact Alaska has an advantage over many destinations
by virtue of its natural beauty, unique history and culture.
We are in an extremely competitive environment and it is
more critical than ever that we show potential visitors what
Alaska has to offer. By investing in broad-based, researchdriven marketing programs we can make sure people who
are interested in Alaska can easily connect with the people
and companies that can help them plan their trip. Our
challenge lies in reaching as many consumers as possible
with our message so that the dream of an Alaska vacation
– walking on a glacier, flightseeing over large expanses of
untouched land, or catching a trophy salmon – can become
a reality.
Opportunities
Nearly every developed nation in the world promotes itself as a travel destination in an effort to strengthen their
economies and to improve its reputation throughout the world. And clearly these promotional efforts help to stimulate
travel. Between 2000 and 2009, international travel boomed with 46 million more international travelers taking long-haul
trips. Travel to the United States, however, was an exception to that rule with 2.4 million fewer overseas travelers during
the past decade
The Travel Promotion Act (H. R. 1299) will help address this decline by creating a public-private partnership to promote
travel to the United States. The landmark legislation is now awaiting approval by President Obama and will allow up to
$100 million – collected through the Electric System for Travel Authorization (ESTA) – to be spent each year to promote
travel to the United States starting in Fiscal Year 2011.
On February 26, 2010 the Travel Regional Investment partnership Act (TRIP) was also introduced and focuses solely on
domestic marketing. This new legislation (H.R. 4676) complements the Travel Promotion Act by creating a grant program
designed to promote domestic regional tourism growth and new domestic tourism market creation. The bill authorizes
$10 million in competitive grants to U.S. destinations for marketing efforts, with grants ranging between $100,000 and $1 million.
Value of travel and Tourism to Alaska and its Economy
Each visitor spends an average of $934, adding more than $1.8 billion to our economy. This makes the visitor industry
one of Alaska’s most important economic engines. Spending by visitors has increased dramatically over the last decade
due to the increased number of travelers and the resulting expansion in retail stores, attractions and activities – everything
from new restaurants and raft tours to B&B’s and fishing lodges.
The direct and indirect economic impact of the Alaska travel and tourism industry is estimated to be $3.4 billion. Although
these are impressive numbers, it is worth remembering that the majority of Alaska tourism businesses are small, many
with five or less employees.
TOURISM IS EVERYONE’S BUSINESS!
•
•
•
One of Alaska’s largest industries; providing 40,000 jobs.
Total economic impact of Alaska’s tourism industry is estimated to be $3.4 billion.
Alaska tourism industry benefits Alaskans in the form of more retail stores, increased recreational opportunities, more frequent air service, and lower property taxes.
11
FY11 MARKETING GOALS & OBJECTIVES
GOAL 1:
Attract a diverse mixture of visitors who travel to and within Alaska by a variety of travel modes.
Objective:
Increase travel by all modes by one to two percent and track through annual
Conversion Study or other research.
Objective:
Increase travel to all regions by one to two percent and track through annual
Conversion Study or other research.
GOAL 2:
Endeavor to position Alaska as a year-round destination.
Objective:
Generate interest in seasonal travel with the intent to increase visitation by one
to two percent and track through the annual Conversion Study or other research.
GOAL 3:
Increase independent visitation to Alaska.
Objective:
Increase independent visitation by one to two percent as compared to the total
number of visitors.
GOAL 4:
Increase the rate of repeat visitation.
Objective:
Increase the number of repeat visitors by one to two percent as compared to the
total number of visitors.
GOAL 5:
Increase interest in Alaska as a visitor destination.
Objective:
Increase the number of high-potential prospects and track through Images of
Alaska study.
Objective:
Convert high-potential prospects at an average annual rate of three to four percent.
Objective:
Increase the average annual number of visitors over the next five years by three
to four percent and track progress through research.
GOAL 6:
Increase awareness and participation of businesses in the marketing program.
Objective:
Monitor the number of businesses participating in ATIA marketing programs as a
whole and individually to measure annual growth.
Objective:
Track industry financial contribution and measure annual growth.
GOAL 7:
Continue private sector funding of state tourism marketing programs.
Objective:
Generate $2.7 million in private sector and non-State of Alaska contributions to
assist in funding of the statewide tourism marketing effort.
12
Marketing Strategies
Consumers move through a known process before making
the decision to travel and they have unique needs at
each stage of the buying cycle. ATIA attempts to reach
the highest potential travelers and provide them with
information that encourages them to move from one stage
of the buying cycle to the next. These four stages include:
Awareness/
Interest
Use image marketing to inspire a desire
to visit Alaska.
Research
Identify consumers who want to learn
more about an Alaska vacation.
Planning
Provide the kind of information
consumers need to evaluate the
destination and to plan a trip.
Conversion
Connect consumers with businesses
so we are driving conversion and
facilitating bookings.
Technology and the media landscape have changed
dramatically over the past decade, and during that time,
how Alaska communicates with consumers has also
changed. Although ATIA still allocates a large percentage of
the overall marketing budget to traditional media (television,
magazines, direct mail), an increasing percentage has
been allocated to new media (online displays, pay-per-click,
text ads) over the last several years.
To gain additional insight into consumer travel motivators,
statements about Alaska were tested with consumers. The
goal was to find out which statements increased the desire
to visit and which were most compelling. The following
statements ranked high with those ages 65+ and with those
ages 45-65:
• ALASKA STATEMENTS
◦◦ The people, the places, the beauty – it’s
like nothing else on earth
◦◦ Alaska is full of exciting things to see and
do – everything from the mild to the wild
◦◦ Alaska. Beyond your dreams. Within your reach
• ALASKA STATEMENTS
◦◦ Awe-inspiring scenic beauty, magnificent
glaciers, abundant wildlife
◦◦ Wildlife watching at its best
◦◦ Best place to view northern lights
◦◦ Wide open spaces, interesting small towns,
the country’s largest national park
Based on these results, future marketing messages may be adjusted to reflect the messages that tested well
with consumers.
Generational questions were also tested and ATIA gained
helpful insight into prospects traveling with extended family
members and Alaska’s reputation as family destination.
Over half of the respondents indicated they occasionally
travel with family members other than their spouse when
traveling on trips lasting seven days or more. Most often
these family members were adult children or grandchildren.
Based on this survey additional research is needed. At
the same time, ATIA will start including more images of
multigenerational travel in marketing efforts.
PRIMARY MARKET
Traveling Boomers:
• 45-65 years old
• Affluent, well-traveled
couples
• No children in the
home
• College educated
SECONDARY MARKET
Swinging Seniors:
• 65+ years old
• Affluent, active
seniors
• Married
Research continues to be a fundamental element of
the tourism marketing program. Basing decisions on
statistically reliable information increases effectiveness of
programs and maximizes results for industry partners and
the State of Alaska. The traditional approach taken by ATIA
is to test a program and then re-test it to validate results.
When the program shows promise, new programs are
introduced into the core marketing program.
ATIA is taking proactive steps to evaluate existing
marketing materials. In Fiscal Year 2010 a new tourism
website, TravelAlaska.com, was built based on consumer
preferences and needs. The new website includes
revised maps, expanded content and features that allow
consumers to better connect with Alaskan suppliers and
plan their trips.
The Official State Vacation Planner was also tested
via focus groups held in California, Florida and Illinois.
Consumers were asked what they liked/disliked about the
brochure and what changes should be made to improve
effectiveness as a trip-planning resource. Usage of the
Vacation Planner vis a vis TravelAlaska.com was also
explored, with intriguing results found by market, traveler
type and traveler age. These results will lead decisions as
we head into Fiscal Year 2011.
13
Media placements are finalized using propriety knowledge
acquired over the years and each magazine ad, television
schedule and direct mail purchase will be fiercely
negotiated to ensure Alaska gets the best possible
price, value-added services and desired results. During
the negotiation process ATIA looks for complimentary
placement on reader service reply cards, added exposure
on websites and bonus ads to ensure response goals are met.
ATIA will also continue to seek out strategic partnerships
that allow us to leverage our marketing budget by taking
advantage of efficiencies working with groups and
associations that have common goals. We’ve seen great
success through the North to Alaska Highway marketing
consortia that bring Alaska together with Travel Alberta,
BC Tourism and Tourism Yukon. In addition, working
with Convention and Visitors Bureaus and Chambers of
Commerce on printing projects have led to cost savings
and efficiencies that allows savings to be funneled into new
marketing efforts.
Several tests were conducted in Fiscal Year 2010 to see
whether the number of questions being asked at the point
of inquiry affects the rate at which people will request
Alaska trip planning information. The results were not
dramatically different, so further testing will be conducted
to see if we can find the balance point between ease for
consumers while still gathering the information ATIA needs
for re-marketing and engagement purposes.
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way
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Sus
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B la c k s t o n e R i v
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Alask
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Pa r
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G
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Tr a
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Kill
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Inno
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RUS
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it
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hw
I
III
III I
I
I II III I I
III
II
II
II I
III I I I
II I
II
II
II I I I III I I
II
I I
II
I I I
ai
II
II
II
II
II
II
I I IIII I I I I
Yakima
ve
II I I I
II I I I I I I I
I I II
I I III
IIIII
II
I I I
I
I I
II
III I
III
IIIIII I I I
II III I I I II
II
III
I II
IIIII II I II
I I I I
III II
II
I
I I
er
th
II
I I
II
I
III II I I
II
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iv
De
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I
II
II
III I
II
II
I II I I
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II I I I
II
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Riv
I I
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IIII I
II
II
II
I II
ta
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s
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II
II
II
II
III IIII
I I II I I II
II
I
III I I
II
II I
I III I I I I I I I I
I II
IIIIIII I
III
II I
II
II
II
I I I I
I
II
I II I I I II I II
I II
I
HO
IDA
TON
NG
SHI
93
12
I I
I
I
II
I
I
II
II
IIII I I I
I I I I
I II
II
II
I I I
III
I
II
I I I I
I I II
II
WA
II I I I I I
III
II
III
II
II
II
II
III
I
I I II II I I IIII
Ri
9
I
II
I I
II
II
I
II I I
II
II
II
II
III I
IIIIII I
III
II
I II
III
II
II
II
II
I
I
I I
III III I I III
II II I I IIII
II
I
II
I
II I I II II
I
II
II
III
II
II
II
II I I I I II
II
II
II I
I I I
II
II
II
I I I
III
I
II
II
I I I I
II
I
II
II
II
II
I I
III
II
II
II
I
III I I
I I I I I I II
II
I
I
II
I I II I II II
III
II
II
II
II
II
II
II
I I
II
III
II
I
II
II
III
IIII
III
I I I II I I I I
IIII
II I I I
II
I III I I I I
bia
ou
Mount Rainier
National Park
95
Pullman
Moses
Lake
90
lum
I I I
I II
M
II
III II I
Ellensburg
I
II
II
I II
I
Co
II
und
t So
ge
II
I I
I I I IIII
Wenatchee
97
90
8
I
II
I I
III
II
II
IIIIIIII
I
III
III I I I I I
II
I I
III
IIIII
I III
I
II
II
I I I
I
II
II
I I I
IIIII I I IIIII I I
II
II I I I
I I
I I I
II
II
II
IIIIII IIIII
II
I I I III I I I
IIII
IIIIIII IIIIIII IIIIII IIII
II
III
II I
I I I
I I I I I I I II
II
IIII
I
II
I II
II
I I I III I I I
I I
I
II
I
I I
II
II
I
I
I I I II I II
7
II
II
II
II
II
II
I
II
I II
I
II
I II
I
II
II
II II
III
II
II
II
II
II
II
II
II I
IIIIIII I I I I II I I I I I I IIIII II I I II I I
I
II I I
III
II
II
II
II
II
II
II
an
ge
6
II
e
Olympia
2
Seattle
II
II
II
I
Everett
I I
Tacoma
101
I
II
II
I
II
II
II
II I
n
Pe
I
I II I I
I II
IIIII
II
II
II
S p ec
Rang e tru m
I
III
II
5
Pu
Port
Angeles
Olympic
National Park
ad
Victoria
Strait of Juan de F a
uc
E1
C3
P8
O9
F5
K6
M8
N7
N10
O7
O7
M9
N7
J6
F6
N7
M8
F5
D5
O8
N9
F3
M6
K7
L4
I I I
III I I
M10
sc
Centralia
ns
5
I II
II
II
II
II
II
III
II
II
K
Victoria - BC
W
Wainright - AK
Wales - AK
Warner - AB
Wasa - BC
Wasilla - AK
Watson Lake - YT
Wells - BC
Wembley - AB
Wenatchee - WA
Westlock - AB
Wetaskiwin - AB
Whistler - BC
Whitecourt - AB
Whitehorse - YT
Whittier - AK
Wildwood - AB
Williams Lake - BC
Willow - AK
Willow Creek - AK
Windermere - BC
Winfield - BC
Wiseman - AK
Wonowon - BC
Wrangell - AK
Wrigley - NWT
Y
Yahk - BC
Yakima - WA
Yakutat - AK
Yale - BC
Yellowknife - NWT
Ca
I
II
II
III I I I
III
N10
J6
F5
G4
E4
C3
M7
K6
Toad River - BC
L6
Tofty - AK
F4
Togiak - AK
D6
Tok - AK
G5
Toksook Bay - AK
C5
Tonasket - WA
N9
Topley - BC
L8
L8
Topley Landing - BC
Trapper Creek - AK
E5
Trout Lake - NWT
L5
Tsawwassen - BC
M10
Tsiigehtchic (Arctic Red
River) - NWT
J3
Tuktoyaktuk - NWT
J2
Tulit’a (Fort Norman) - NWT K3
Tuluksak - AK
D5
Tumbler Ridge - BC
M7
Tungsten - NWT
K5
Tununak - AK
C5
U
Ugashik - AK
D7
Umiat - AK
F2
Unalakleet - AK
D4
Unalaska - AK
B8, F9
Upper Liard - YT
K6
V
Valdez - AK
F5
Valemount - BC
N8
Valleyview - AB
N7
Vancouver - BC
M10
Vanderhoof - BC
M8
Venetie - AK
G3
Vernon - BC
N9
I
II
I I
III
II
II
II
II
II I I
II
II
II
Stiki
II
II
II
I
I I I I
J6
K8
G5
N7
O6
L8
E6
N9
O10
O7
O8
L6
M5
F6
E5
F3
K7
H4
O7
N10
L6
F5
N7
P9
I I
I
I
II
II
II
IIIIIII I I I
III
II
u
e
II
II
III
I
I
II
I
ne
II
II
I
II
III
II
IIII I I I II
R
Major Routes
Secondary Routes
Railroads
Ferry Routes
Trans-Alaska Pipeline
National Border
State Border
State or Provincial Capital
IIIIIIIIIIIIIIIIIIII
II
n
KEY
55°N
55
II
III
II
II
II I
I II
II
II I III
I I I I I II I I
I
I I I I III II I I I I I
I
II
II I I
I I
II I II I
ss
ver
Pa
Ri
S
II II I I I I I
ka
I I I I I I I I II I I II I I I I I I I I I
IIIIIII
I
II
III
I I I III I
I II
II I
I
I I
I I I I
it
I I
s
II
I
IIIII
I
I II
ch
II
n
I
II
I I II
I
m
asca
i
I II I I
III
II
II
II I
II
II
II I
II
IIIIII I I
I I IIIIII
I IIII
I
I
I I I I I I III
I I
IIII
I
A
hab
a
IIIII
II
I I
I II
I
III I I I
II I I I
III
r
J
t
I I IIIIII I
II
II
II
II
II
II
I
I I
ve
A6
D4
A6
N9
C7
O9
Ri
H
O8
M4
M6
F4
O8
N8
O9
J5
E4
I I
II
II
G
N6
M8
O7
K8
M8
er
J6
H6
E6
N9
O8
M4
O9
L7
F4
Q9
N5
N7
O8
N7
J7
G2
P9
D4
N9
F4
E6
G6
N6
N9
L9
E6
G5
J4
K8
O9
D3
O9
C7
D6
O9
L7
L8
L8
J7
H5
H6
H6
F5
E7
D3
D4
E4
L2
as
F
F5
K7
G5
O8
K6
C6
O9
N7
N7
L7
Q9
N6
M7
G5
J6
II
II
II
II I I I
Fr
O7
G5
E4
B3
Girdwood - AK
Gitanyow - BC
Glennallen - AK
Golden - BC
Good Hope Lake - BC
Goodnews Bay - AK
Grand Forks - BC
Grande Cache - AB
Grande Prairie - AB
Granisle - BC
Great Falls - MT
Grimshaw - AB
Groundbirch - BC
Gulkana - AK
Gustavus - AK
H
Haines - AK
Haines Junction - YT
Halibut Cove - AK
Harrison Hot Springs - BC
Harrogate - BC
Hay River - NWT
Hayden - ID
Hazelton - BC
Healy - AK
Helena - MT
High Level - AB
High Prairie - AB
High River - AB
Hinton - AB
I
II
II II I
II
J5
D5
O5
M8
A8, F9
K3
L5
P8
M7
O6
H3
L6
M4
N4
H5
L5
N4
M8
M7
O9
N5
G3
F4
N7
L8
II
I
III I
III
II
II
E
Faro - YT
Flat - AK
Fort Chipewyan - AB
Fort Fraser - BC
Fort Glenn - AK
Fort Good Hope - NWT
Fort Liard - NWT
Fort Macleod - AB
Fort McLeod - BC
Fort McMurray - AB
Fort McPherson - NWT
Fort Nelson - BC
Fort Providence - NWT
Fort Resolution - NWT
Fort Selkirk - YT
Fort Simpson - NWT
Fort Smith - NWT
Fort St. James - BC
Fort St. John - BC
Fort Steele - BC
Fort Vermilion - AB
Fort Yukon - AK
Fox - AK
Fox Creek - AB
Fraser Lake - BC
G
Gainford - AB
Gakona - AK
Galena - AK
Gambell - AK
II
H6
H4
M7
F2
K6
N7
D3
L3
G4
F5
H5
O7
D6
N6
N8
N6
Dot Lake - AK
G4
Drumheller - AB
P8
Dunvegan - AB
M7
Dutch Harbor - AK
A8, F9
E
Eagle - AK
G4
Eagle Plains - YT
H3
Eagle River - AK
F5
Earls Cove - BC
M9
Eastport - ID
O9
Echo Bay (Port Radium) - NWT L3
Edmonton - AB
O7
Edson - AB
N7
Egegik - AK
D6
Eielson Air Force Base - AK
F4
Elfin Cove - AK
J7
Ellensburg - WA
N10
Elsa - YT
H4
Emmonak - AK
C4
Enterprise - NWT
M5
Entwistle - AB
O7
Ester - AK
F4
Eureka - AK
F4
Everett - WA
N10
F
Fairbanks - AK
F4
Fairmont Hot Springs - BC
O8
Fairview - AB
N6
Falkland - BC
N9
False Pass - AK
C7
I
I I
III I I I I
D
D3
M9
P8
J8
O9
O9
N7
O8
n
II
II
III I
Council - AK
Courtenay - BC
Coutts - AB
Craig - AK
Cranbrook - BC
Creston - MT
Crooked Creek - AB
Crossfield - AB
D
Dalton Post - YT
Dawson City - YT
Dawson Creek - BC
Deadhorse - AK
Dease Lake - BC
Debolt - AB
Deering - AK
Déline (Fort Franklin) - NWT
Delta Junction - AK
Denali - AK
Destruction Bay - YT
Devon - AB
Dillingham - AK
Dixonville - AB
Donald Station - BC
Donnelly - AB
u
II
C
G4
M7
G4
D7
G5
G5
F5
G3
G4
E6
O8
F4
N8
N9
K6
O8
O10
K7
C7
F3
K3
P9
F6
G5
G6
o
I I
I I I
M9
N7
O8
L9
D3
F4
J6
P9
H5
N7
O8
K6
O8
O9
G4
N10
K6
H5
F3
N10
Chena Hot Springs - AK
Chetwynd - BC
Chicken - AK
Chignik - AK
Chistochina - AK
Chitina - AK
Chugiak - AK
Circle - AK
Circle Hot Springs - AK
Clam Gulch - AK
Claresholm - AB
Clear - AK
Clearwater - BC
Clinton - BC
Coal River - BC
Cochrane - AB
Coeur d’Alene - ID
Coffman Cove - AK
Cold Bay - AK
Coldfoot - AK
Colville Lake - NWT
Conrad - MT
Cooper Landing - AK
Copper Center - AK
Cordova - AK
M
III
L8
H5
L8
Q10
Sandspit - BC
Sangudo - AB
Savoonga - AK
Scammon Bay - AK
Seattle - WA
Selawik - AK
Seldovia - AK
70 Mile House - BC
Seward - AK
Shaktoolik - AK
Shelby - MT
Shishmaref - AK
Sicamous - BC
Sidney - BC
Sikanni Chief - BC
Sitka - AK
Sixtymile - YT
Skagway - AK
Skidegate - BC
Slana - AK
Slave Lake - AB
Smith - AB
Smithers - BC
Soldotna - AK
Spences Bridge - BC
Spokane - WA
Spruce Grove - AB
Stavely - AB
Steamboat - BC
Steen River - AB
Sterling - AK
Sterling Landing - AK
Stevens Village - AK
Stewart - BC
Stewart Crossing - YT
Stony Plain - AB
Sumas - WA
Summit - BC
Sutton - AK
Swan Hills - AB
Sweetgrass - MT
T
Tacoma - WA
Tagish - YT
Talkeetna - AK
Tanacross - AK
Tanana - AK
Taylor - AK
Taylor - BC
Telegraph Creek - BC
AN
EW
CH
AT RTA
BE
AL
II
III
III I
I I II
B
Burns Lake - BC
Burwash Landing - YT
Butedale - BC
Butte - MT
C
Cache Creek - BC
Calais - AB
Calgary - AB
Campbell River - BC
Candle - AK
Cantwell - AK
Carcross - BC
Cardston - AB
Carmacks - YT
Carrot Creek - AB
Carstairs - AB
Cassiar - BC
Castle Junction - AB
Castlegar - BC
Central - AK
Centralia - WA
Centreville - BC
Champagne - YT
Chandalar - AK
Chelan - WA
At
I I
II
O8
M8
N8
E1
M7
F3
H5
M7
L9
L9
M10
C5
F3
N7
G4
M10
N8
O9
N9
G4
O8
P9
P9
D3
i
14
B
Banff - AB
Barkerville - BC
Barriere - BC
Barrow - AK
Bear Lake - BC
Beaver - AK
Beaver Creek - YT
Beaverlodge - AB
Bella Bella - BC
Bella Coola - BC
Bellingham - WA
Bethel - AK
Bettles - AK
Bezanson - AB
Big Delta - AK
Blaine - WA
Blue River - BC
Bonners Ferry - ID
Boston Bar - BC
Boundary - YT
Bowden - AB
Brady - MT
Browning - MT
Buckland - AK
d
A
N9
D9
O8
H5
H2
B8, F8
D6
L9
F3
M10
F2
E6
F5
F4
J7
D5
G3
O7
O9
D9
J6
E1
A8
N8
Dawson
Creek
I I
I
A
Abbotsford - BC
Adak - AK
Airdrie - AB
Aishihik - YT
Aklavik - NWT
Akutan - AK
Aleknagik - AL
Alert Bay - BC
Allakaket - AK
Anacortes - WA
Anaktuvuk Pass - AK
Anchor Point - AK
Anchorage - AK
Anderson - AK
Angoon - AK
Aniak - AK
Arctic Village - AK
Athabasca - AB
Athol - ID
Atka - AK
Atlin - BC
Atqasuk - AK
Attu - AK
Avola - BC
97
Groundbirch
Tumbler
Ridge
II
11
O C E A N
I N D E X O F TOW N N A M E S
Key to abbreviations: AB - Alberta, AK - Alaska, BC - British Columbia, ID - Idaho, MT - Montana, NU - Nunavut, NWT - Northwest Territories, WA - Washington, YT - Yukon
N6
F5
N10
K2
G5
N6
N9
J7
H5
N9
C7
J7
E5
D7
N4
M6
C6
N8
C2
O7
E4
M10
G5
E6
M10
L9
D7
E7
C7
F6
M7
M9
M8
K8
M6
O10
II
II
II I I I
29
Hudson’s Hope
Williston Moberly Lake
Lake
Chetwynd
I
II
P A C I F I C
10
I
II
r
tt
Adak
Adak
Island
D5
E6
M5
O8
J2
K6
J6
N8
N5
L5
J6
J6
II
ve
Manson
II
Creek
II
Mackenzie
McLeod Lake
Fort McLeod
II
II
Bear Lake
Takla
Lake
lo
d
II
II
II
I II I
es
ra
Unalaska
Island s
Umnak
Fort Glenn
d
Island
n
e
l a
f th n s
I s
Nikolski
s o ai
x
nd nt
F o
I sl a M ou
Chu
ur
Fo
gina
dak
Island
Yunaska
Island
n
er
ng
St
a
Seguam
Island
II
Ra
e
Kanaga
Island
Amlia
Island
I
Grimshaw I I I I I
I II
Lesser Slave
Peace
Smith
55
Fairview
Lake I I I I I I I I I I I I I I I I I I I
64
RiverI I I Donnelly
Athabasca
McLennan I I I2I I I I
Slave
II
II I
I
II
I
2
Dunvegan
I II I I
I IIII I I II I
I I2
I II III
Lake
I I 49
2A
III
High Prairie
I I II
at
Delarof
Islands
Atka
Atka Island
ar
l
s
I
n
Great Sitkin
Island
Ch
a
Andreanof Islands
n
Amchitka
Island
i
Tanaga
Island
F3
O8
N9
N10
N9
M8
M8
O7
E4
N9
N9
ee
t
Gareloi
Island
I II
I
63
Riv
e
ai
Kispiox
ec
u
y
in
nt
H
e
Semisopochnoi
Island
Rat Islands
Qu
l
Kiska
Island
wa
ik
ou
g
A
Buldir
Island
9
Unalaska
Old Man Camp - AK
Olds - AB
Oliver - BC
Olympia - WA
Omak - WA
100 Mile House - BC
150 Mile House - BC
Onoway - AB
Ophir - AK
Oroville - WA
Osoyoos - BC
P
Paddle Prairie - AB
Palmer - AK
Pateros - WA
Paulatuk - NWT
Paxson - AK
Peace River - AB
Peachland - BC
Pelican - AK
Pelly Crossing - YT
Penticton - BC
Perryville - AK
Petersburg - AK
Petersville - AK
Pilot Point - AK
Pine Point - NWT
Pink Mountain - BC
Platinum - AK
Pocahontas - AB
Point Hope - AK
Ponoka - AB
Poorman - AK
Port Alberni - BC
Port Alcan - AK
Port Alsworth - AK
Port Angeles - WA
Port Hardy - BC
Port Heiden - AK
Port Lions - AK
Port Moller - AK
Portage - AK
Pouce Coupe - BC
Powell River - BC
Prince George - BC
Prince Rupert - BC
Prophet River - BC
Pullman - WA
Q
Queen Charlotte City - BC
Quesnel -BC
R
Radium Hot Springs - BC
Rae-Edzo - NWT
Rainbow Lake - AB
Rampart - AK
Red Deer - AB
Revelstoke - BC
Roosville - BC
Ross River - YT
Ruby - AK
S
Saint George - AK
Saint Michael - AK
Saint Paul - AK
Salmon Arm - BC
Sand Point - AK
Sandpoint - ID
II
II
ay
Stewart
II I
II
a
Agattu
Island
52°N
Dutch Harbor
s
Lake Louise - AB
O8
Lake Minchumina - AK
E4
Langdale - BC
M9
Leduc - AB
O7
Lethbridge - AB
P8
Liard River - BC
L6
Lillooet - BC
N9
Little Fort - BC
N8
Little Smoky - AB
N7
Livengood - AK
F4
Long - AK
E4
Lower Post - BC
K6
Lutselk'e (Snowdrift) - NWT
N4
Lytton - BC
N9
M
Mackenzie - BC
M7
Manley Hot Springs - AK
E4
Manning - AB
N6
Manson Creek - BC
L7
Masset - BC
K8
Mayerthorpe - AB
N7
Mayo - YT
H4
McBride - BC
N8
McCarthy - AK
G5
McGrath - AK
E5
McLeese Lake - BC
M8
McLennan - AB
N7
McLeod Lake - BC
M7
Meander River - AB
M5
Medicine Hat - AB
P8
Mekoryuk - AK
B5
Mentasta Lake - AK
G5
Merritt - BC
N9
Metlakatla - AK
K8
Milk River - AB
P8
Minto - AK
F4
Minto - YT
H5
Missoula - MT
P10
Moberly Lake - BC
M7
Monte Creek - BC
N9
Moose Pass - AK
F6
Moses Point - AK
D4
Moyie - BC
O9
Mt. Vernon - WA
N10
Muncho Lake - BC
L6
N
Nabesna - AK
G5
Naknek - AK
D6
Nanaimo - BC
M10
Nanton - AB
O8
Nelson - BC
O9
Nenana - AK
F4
New Aiyansh - BC
K7
New Stuyahok - AK
D6
Newhalen - AK
E6
Nikolski - AK
A8, E9
Nimpo Lake - BC
L8
Ninilchik - AK
E6
Nome - AK
C3
Norman Wells - NWT
K3
North Pole - AK
F4
Northway - AK
G5
Nulato - AK
D4
O
Ocean Falls - BC
L9
Okanagan Falls - BC
N9
Okanogan - WA
N10
Old Crow - YT
H3
H igh
St
ee
n
na a
M
hw
er
l
Semichi
Islands
M8
K8
D5
E6
J7
C5
F5
N9
M9
L8
F5
M7
J8
K7
M7
II I I
II
II I I I I I I II
ee
Hig
Hyder
5
IIII
I II
88
Manning
35
Dixonville
Fort
St. John
Taylor
II
I I II I I III
I
II
Sk
Riv
e
Krenitzin
Islands
Akutan
S e a
Attu
Near Islands
Hixon - AB
Hollis - AK
Holy Cross - AK
Homer - AK
Hoonah - AK
Hooper Bay - AK
Hope - AK
Hope - BC
Horseshoe Bay - BC
Houston - BC
Houston - AK
Hudson’s Hope - BC
Hydaburg - AK
Hyder - AK
Hythe - AB
I
Iditarod - AK
Iliamna - AK
Indian Cabins - AB
Innisfail - AB
Inuvik - NWT
Iskut - BC
J
Jakes Corner - YT
Jasper - AB
Jean D’Or Prairie - AB
Jean Marie River - NWT
Johnsons Crossing - YT
Juneau - AK
K
Kake - AK
Kaktovik - AK
Kalispell - MT
Kaltag - AK
Kamloops - BC
Kantishna - AK
Kasilof - AK
Katalla - AK
Keg River - AB
Kelowna - BC
Kelsey Bay - BC
Kenai - AK
Kennicott - AK
Keno - YT
Ketchikan - AK
Kettle Falls - WA
Kiana - AK
Kimberley - BC
King Cove - AK
King Salmon - AK
Kingsgate - BC
Kispiox - BC
Kitimat - BC
Kitwanga - BC
Klawock - AK
Kluane Wilderness Village - YT
Klukshu - YT
Klukwan - AK
Knik - AK
Kodiak - AK
Kotzebue - AK
Koyuk - AK
Koyukuk - AK
Kugluktuk (Coppermine) - NU
L
La Crete - AB
Lac la Hache - BC
Lacombe - AB
I
Peace
Buckinghorse
Sikanni Chief
Pink Mountain
Wonowon
Alberta to Alaska Highway Route
British Columbia/Yukon Route
Marine Highway Route
All Alaska Route
Side Trips
ver
49
n Ri
II
33
2
I I 44
Crooked
II
wa
I
II
II
II
a tche
Pouce Coupe
IIII I
Swan Hills
Debolt Creek
III
N ort h S a s k
II
Valleyview
Bezanson
II
II
II
Westlock
II
Calais Little Smoky
Hythe
33
I
II I
16
32
I III I II I I
IIII
Grande Prairie
III
II
II
I II
II
III
Beaverlodge Wembley
II
43
WhitecourtI I I I I I I Sangudo Onoway
III
III
III
II
I II
I
I I I I I I I I I I I I I I I I I I I I I I I I I I I II I I Edmonton
II
Fox Creek
I II
Mayerthorpe
I I I Spruce Grove
II
II
Stony
Leduc
II
III I I I I
Gainford
III
Plain Devon I I I I I I
IIII
III
Wildwood
III
III
40
Entwistle
III
2
Wetaskiwin
II
I
II
2A
I 16
Carrot Creek
Grande
II
II
II
I II
Cache
Ponoka
I
I
Edson
37
40
Coffman Cove
97
Hazelton
Lacombe
I
IIII
Granisle Babine
I
Revillagigedo
Gitanyow
Willmore
Thorne Bay
Hinton
II
Lake
Island
I I I
New Aiyansh
II
Wilderness Park
Red Deer
Klawock
I I Smithers
IIIIIIIII
II
II
Topley Landing
I I I II
Fort St. James I I I I I I I I I I
Ketchikan
IIIII
I
Pocahontas
Craig
r
Kitwanga I Telkwa
II
Innisfail
Hollis
I
ve
Topley
II
Hydaburg
Prince
Ri
Fraser
I
I16
Bowden
II
II I
McBride Tete Jaune
er
Metlakatla
Burns Lake Lake
16
II
IIIII I I
Prince of
Jasper Jasper
IIII I I I I I
I III
George
II I I I
II
Drumheller D e
III I II I III
II
Cache
National
III I I
IIIIII I I II I I IIIII II I I
Olds
II
III III
16
Bowron Lakes I I I I I I I I I I I I I
Wales
d
III
I I I
Houston FrançoisI I I I I I
II
Park
II
II I I I
Fort Vanderhoof
I
Re
Provincial
Mt. Robson
Terrace
Island
I I
9
Hixon
o
II
Lake Road François Lake Fraser
Carstairs Crossfield
Valemount
Provincial
II
II
Wells Park
II
93
Banff
Re
I II
I I
Park
Medicine
97I I
III I
Hamber
Interior
Barkerville
Airdrie
II
Dundas
Lak
National
II I
1
Cochrane
II
e
5
Provincial
Hat
Quesnel
II
P l a t e a u Quesnel
Kitimat
Island
Park Lake
tsa
C a r i b o o Lake Wells Gray
50°N
Prince
Oo
Kinbasket Park
Dixon Entrance
Provincial
Calgary
Louise Banff
Yoho and
Mountains
Lake
Rupert
an
Park
II
Donald Station Kootenay
I I IIIIIIII
ew
Castle
High River 2 I I I I I I I I
ch
Masset
Pit
Blue River
National Junction
at
I
McLeese Lake
t Is
k
s
Golden
Naikoon
Parks
lan
Tweedsmuir C h i l c o t i n
Nanton
Avola
Sa
Harrogate
Mt. Revelstoke 1 Glacier
Graham Park
150 Mile House Clearwater
Provincial
I I
Stavely
II
National
I
National Park
RTA
II
95
Banks
Island
Plateau
II
Lethbridge
A
BE
Butedale
Williams Lake I I I I I
Park
II I I I
Lac la Hache
II
Claresholm
Park
AL
AN
I I
II I
Island
II
Radium
Anahim Lake
IIIII
NT
Warner
IIII
Princess
III
Skidegate
II
III
Revelstoke Hot Springs Windermere
II
Milk River MO
Three Valley
Nimpo Lake
II
5
Royal
Queen
II
100 Mile HouseI I I I Little Fort
II
Sandspit
u Fort
Coutts
23
II
Island
Charlotte
II
Barriere
97
So
Macleod
Fairmont
2
Upper
I I Sweetgrass
Sicamous
City
70 Mile
Bella Coola
20
Hot Springs
Arrow
t
Tatla Lake
Wasa
House
Waterton Lakes Cardston
Ocean Falls
23 Lake
II
Fort Steele
Monte Creek
Kimberley
National Park
Salmon Arm
Moresby Gwaii Haanas
Clinton
I
Kokanee Glacier
Shelby
Bella Bella
Falkland
National Park
e Island
Cranbrook I
Provincial
Li
1
Kamloops
Browning Conrad
Cache Creek
Reserve
ll
Is
Park
Moyie
Kootenay
Vernon
oo
Brady
6
Roosville Glacier
la
3A Lake
Lillooet
6
et
Okanagan
National Park
89
Queen
2
Yahk
nd
Winfield
Nelson
15
Spences Bridge Lake
Lower
Ra
Creston
I
s
II III I I
Kelowna Arrow
Kingsgate
Merritt 97C
Great Falls
n g Lytton
Charlotte
Castlegar
Peachland
Eastport
Lake
e
K8
5
1
33
97
Kalispell
99
Sound
O7
Penticton
Bonners
ADA
Boston Bar
B4
Flathead
Whistler
2
CAN
Ferry
C5
Okanagan Falls Oliver
Grand Forks Priest
Alert Bay
Garibaldi
Lake
Yale
Port Hardy
N10
Lake
Lake
Provincial
Manning Osoyoos
Powell
D3
130°W
Kettle Falls
Harrison
Kelsey Bay
II
Park
Sandpoint
Pend
Provincial
River
15
E6
Oroville
Hot Springs
tr
Oreille
I I
Earls Cove
Helena 12
I II
93
M9
Hope Park STATES
395
ai
II II II II
Campbell River
III
Tonasket
2
Athol
t
II
F6
TED
II
Bay
Langdale Horseshoe
II
III
UNI
Vancouver 19 o f G
II
I I IIII I II IIIII
97
Franklin D.
D4
Hayden
I
Telkwa - BC
L8
eor
Courtenay
Abbotsford
90
P9
Omak Roosevelt
Teller - AK
C3
Coeur d’Alene
Comox g i a Vancouver Blaine Sumas
II
Strathcona
I I III
North Cascades
C3
II
Missoula
II
Tenakee Springs - AK
J7
Spokane
Lake
II I I I I II II
50°N
Okanogan
II
Nanaimo
Coeur d’Alene
Provincial
90
National Park
N9
Tsawwassen
Terrace - BC
L8
Park Island Port Alberni
Lake
M10
Pateros
Teslin - YT
J6
Bellingham
L6
Butte
Tete Jaune Cache - BC
N8
1
Anacortes
Lake
J7
Pacific Rim
Thorne Bay - AK
J7
2
90
195
Chelan
Chelan
H4
Sidney
National Park
Three Valley - BC
N8
Mt. Vernon
Tongass
National
Forest
ns
p
Unimak
Island
nzie
Om
Mo in
un ec
ta a
in
s
Ri
ck e
r
i
170°W
A
BIA
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UM
ALB
COL
ISH
ve
ay
Fort McMurray
Paddle Prairie
Keg River
II
I II
I
Ri
nl
II
I II I I
IIIII IIII
I I I I
I I I II I II
a
Fi
Spatsizi Plateau
Wilderness
Provincial Park
y
97
Fort Vermilion
High Level
La Crete
I
II
Rainbow Lake
Prophet River
BRIT
ik
Kwadacha
Wilderness
Provincial Park
ROUTES
Lake
Claire
Jean D’Or Prairie
58
I I
II
II
II
I
Fort Nelson
Riv
er
Summit
Stone Mountain
Provincial Park
Fort
Chipewyan
Lake
Athabasca
National Park
Meander River
Ma
ch
h
175°W
B e r i n g
Attu
Island
140°W
150°W
180°
II
58
on
77
Steamboat
Toad River
97
c k
River
Iskut
Mount
Edziza 37
Provincial
Park
Sk
er
y
Ke
o
v
tot Ri
Washington
Wood Buffalo
Buffalo
Lake
Indian Cabins
Steen River
Nels
rt
Liard River
Muncho
Lake
1
S
hw a
River
Fo
Muncho Lake
Provincial Park
R
Peti
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r
Lower
Post
Liard
Plain
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SK
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B RITIS L i a r d
Coal River P l a t e a u
Good Hope Lake
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5
Enterprise
Tathlina
Lake
35
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N
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Kakisa
Lake
ay
T ERR
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THW ALB E RTA
Montana
SA
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NOR
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Fort Liard
60°N
av
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Trout
Lake
Sl
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Ri
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M a c k e nz i e
er
II
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Pine Point
5
II
II
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II
II IIII
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I I I II IIII I I I
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R
II
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II
II
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R i ve
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4
British
Columbia
Fort Resolution
6
Hay River
1
Jean Marie River
II
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s
River
iv
Free
Ferry
Free
Ferry
7
s
c
160°W
175°E
Alberta
Great
Slave
Lake
Mackenzie
Bison
Sanctuary
Fort Providence
Free
Ferry
Fort Simpson
Co
Nu
R iv
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Ye l l o w k n i f e
R
R iv e
Rive
Nahanni
National Park
in
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N
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Na ha nn i
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A
8
Yukon
4
Yellowknife
3
ar
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A
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Cassi
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C
ah
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O
Telegraph
Creek
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Upper Liard
Centreville
Cassiar
r
Kuiu
Island
Christian
Sound
Northwest
Territories
Alaska
Lutselk'e
(Snowdrift)
1
t River
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North Na
i n
Watson
Lake
Dease Lake
st
a
37
ia
Kake
Kupreanof Petersburg
Island
Wrangell
S trai
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Baranof
Island
3
Rae-Edzo
Wrigley
Roo
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l e
ha m
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Lake
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way
M
Tongass
National
Forest Sitka
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Hig
ska
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Lia
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C
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Frances
Lake
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Juneau
Elfin
Hoonah
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Pelican
Admiralty
Cros
Island
Chichagof Tenakee
Angoon
Island Springs
S
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S tr a
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La Martre
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IIII
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Ala
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Cape Spencer
o
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T
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a n g Ri
a
in
R esl
Roa d South
Glacier
Bay
Glacier Bay
National Park
and Preserve
ay
ll
Atlin
Provincial
Park
C
(Fort Norman)
10
Highw
Campbe
Ra
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ng
nt
p
a i son
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Ra
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7
Haines
Déline
(Fort Franklin)
ear
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Gre Rive
Tulit’a
River
Ke e l
M
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Ross River
M
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7
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P
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Range
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Klukwan
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B
g
Hw
TatshenshiniAlsek
Wilderness
Provincial Park
E
W
n
ve
yn
r
River
2
4
N
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Island
bo z
ne
a in es
n
Yakutat
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Trinity
Islands
River
ve
a
lw
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M
w ay
Port Lions
Kodiak
o f
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Whitehorse
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Mt Fairweather
(15, 300ft)
G u l f
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Ba
r
Marsh Lake Johnsons
Crossing
1
Mount Lorne Tagish Jakes
Teslin
3
Corner Te
1
sli
Klukshu Kusawa Carcross
Lake
Cape Fairweather
Afognak
Island
k
ns
s
Norman
Wells
r
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Laberge
1
Haines
Junction
Ra
Rive
Pe
lly
2
gh
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Lake
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Shuyak
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Pelly Crossing
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2
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n
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Ba
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iv
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Aishihik
Burwash
Landing
Kluane
Destruction Bay
Lake
(19, 551ft)
s
I I
I I I IIIII
in
ai
cmillan
Ma
a
1
Kluane
Wrangell-Saint Elias
National Park
S t.
National Park
E of Canada
and Preserve Mt Logan l i
nt
Stewart Crossing
R
R
c
ou
Mayo Lake
Mayo
Fort
Selkirk
on
Beaver Creek
Frankl
Mounta in
in
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Keno City
2
t
ar
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I I II
ta
ws
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Kennicott
Chitina
r
McCarthy
pe e
Chiti
Riv
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Rive
Mo
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kon
Da
hw
4
Yu
Snak
sk
ins
Katalla
Hinchinbrook
Island
Montague
Cape
Island
St Elias
Ninilchik Highway Seward
Anchor Point Kenai Fjords
Homer
National Park
Halibut Cove
Seldovia
A la
Northway a
Mentasta Lake
2
Slana
Port Alcan
Chistochina
k 1
u
National Forest
Tok
St
Nabesna
Gakona
Gulkana
W
Glennallen
Mo rang
un
e
Copper Center
ta ll
M
M o
u n
t a i
n s
ike
Klond iver
R
Dawson
City
Tanacross
H ig
h
i l
v i
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9
nd i ke
ay
huga
c
g
Tombstone
Territorial Park
Top of the
World Highway
r
3
Nunavut
Fort
Good Hope
Peel River
Game Reserve R e
Ma
K lo
Highw
Paxson
4
Great Bear
Lake
tic
2
Chugach
n
National
Prince Forest Cordova Copper
William
River
10
Sound
Highway
II
I
Ogilvie
River
O
r
5
10
Valdez
I
I II
Seward
way
ve
Eagle
nt
Dot Lake
65°N
Echo Bay
(Port Radium)
Tsiigehtchic
Fort (Arctic Red River)
McPherson
el
Pe
Se
R i ch a rds on
I
II
I I I I
II
II
I II
II
n
way
High
Free
Ferry
5
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ai
Big Delta
n s Chicken H w
Delta Junction
Boundary
5
4
IES
r
Colville Lake
River
Y U KO N
ALASKA
ko
H i gh
Lake
Louise
1
Gl enn
Ri
ve
NUN
AVU
THW
T
EST
TERR
ITOR
8
Free
Ferry
Eagle Plains
Yukon-Charley
Rivers National
Preserve
ou
2
Ri
Aklavik
ne
Yu
Willow
Circle Hot
Springs
M
Kugluktuk
(Coppermine)
NOR
r
Arc
ver
8
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Lake
son
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nd
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n
so
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ha ai
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Mo
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Ri
hw
A
Ri
River
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R e i n d e e r
G r a z i n g
R e s e r v e
to
ning
r
II I
ra
St
1
or
Can
li
Riv
a s
n
kin
pi
Middleton
Island
Shumagin
Islands
Sanak
Island
Unalaska
Island
Denali
State Park
T
M alk
ou e
Talkeetna n t e t n
ai
I IIII
I I IIII I I II
I III I
II I I I I I
U
Deer
Island
ik
2
R a n
g e
Dena
Whittier
Landing
Soldotna
1
Kasilof Wildlife Refuge
Moose Pass
Chugach
Clam Gulch
9
Sterling
Highway
6
Chena Hot
Eielson Air
Force Base
Kodiak
Island
Sit
Semidi
Islands
Sand Point
False Pass
Unalaska Krenitzin
Islands
el
o
cu
National
Wildlife Refuge
Fairbanks Springs
North Pole S i
t
Rive
Chugach
Anchorage State
Park
s
Hope
in
Girdwood
et
t a I n l Kenai National
Portage
n
u Kenai Sterling Cooper
Augustine
Island
Por
Old Crow
Refuge
Yu k o n F l a t s
Fort Yukon
I
Sh
Wide
Bay
II
II
u
le
Bay
Perryville
of
I I
I II I IIII
Cold Bay
King Cove
Unimak
Island
Akutan
Dutch Harbor
Chignik
a
3
I
ti
II
I
and Preserve
Lake
Clark
Ester
Nenana
na
A
Aniakchak
National
Monument
Port Heiden
Port Moller
ska
Ala
Mt McKinley
(20, 320ft)
I
National Park
Wildlife
Venetie
r
r
na
Lake Clark
r
Arctic Village
Livengood
Rampart
Eureka way 2
2 H ig h
St e e s e
Minto
ot
Fox
Ta
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11
FY11 Marketing Components
The State of Alaska/DCCED established the following
major components for the Fiscal Year 2011 Marketing
Plan. These components will be addressed by the ATIA
subcommittees listed below with oversight by the 30-person Marketing Committee.
MAJOR COMPONENTS
ESTABLISHED BY STATE
OF ALASKA/DCCED
ATIA SUBCOMMITTEES
Consumer Marketing
Advertising
Public Relations
Internet
Niche Marketing
Addressed by all
subcommittees
Travel Trade & International
Travel Trade
International
Inquiry Fulfillment
Addressed by all
subcommittees
Market Research
Used by all subcommittees
as a basis for marketing
decisions
Alaska maintains its lure as a vacation destination through
its natural beauty, independent spirit, sense of adventure
and unique offering of wildlife, mountains and glaciers.
Alaska’s brand recognition is strong and continues to
elevate interest in visiting the state.
Ongoing research ensures the statewide marketing
program is performing at its highest level. A Travel
Intentions survey will be conducted again this year to
help the Marketing Committee and industry stakeholders
understand how the upcoming summer season is shaping
up. Several research projects centered around the
consumer website will drive future decision on how to make
TravelAlaska.com more helpful to potential visitors and a
more effective sales tool for Alaska tourism businesses.
Magazine ads will round out the Fiscal Year 2011 direct
response program. Full-page, four-color ads with business
reply cards (BRCs) will run in select publications. Small
space ads with no BRC will also be placed, giving priority to
magazines that will guarantee inclusion on reader service
reply cards and/or publication websites.
Online lead generation programs will include the most
productive sources from the previous year. We will also test
different messages and creative to ensure the best results
are being generated. Website marketing will be conducted
to increase traffic to specific sections of the website and to
generate requests for Alaska trip planning information and
the My Alaska newsletter.
Fiscal Year 2011 will be a big year for the internet program.
With a newly launched TravelAlaska.com, further research
will be conducted to ensure the website is meeting the
needs of traveling consumers and that we are helping
to connect potential visitors with Alaska businesses who
can close the sale. This research will set the stage for the
Phase II site development plan.
Although ATIA’s entry into the social media sphere has
been minimal, we’ll continue our efforts in Fiscal Year 2011.
Several Alaska videos are already posted on the Alaska
YouTube page and more postings are planned. Links to the
page will be included in the monthly My Alaska Newsletter
and Alaska businesses can also post the videos on their
own websites or social media accounts. Delivering Alaska’s
message in this manner expands reach, introducing new
audiences to Alaska’s message.
Alaska’s direct mail program continues to perform well
and is the cornerstone of the overall marketing program.
Because this is an election year, direct mail packages
will be printed in two batches in case there is a change in
administration. Because timing is critical to the success
of the program, ATIA will communicate with candidates in
advance of the vote to secure photos and signatures of
the front-runners so printing can commence immediately
following the election.
15
ATIA also has a twitter account (583 followers) and
Facebook page (237 fans) geared toward travel writers
and journalists. Relevant information and story ideas
are delivered at a relatively low cost and allows ATIA to
be actively involved in conversations taking place about
Alaska. Original tweets are posted regularly, along with
re-tweets of information being posted by Alaska businesses
and Destination Marketing Organizations (DMOs). A
guest tweeter program was introduced in 2010 and will be
continued in the coming year.
The North to Alaska cooperative program will continue
to focus on reaching consumers with the “drive north”
message. By exploring new mailing lists and re-testing lists
from the prior year we ensure we are reaching consumers
most likely to take the driving trip through Canada and into
Alaska. The Conversion Study delivered positive news this
year with the conversion rate holding steady at 8 percent
for those driving all the way through Canada and into
Alaska. Even better, those consumers flying to Canada or
Alaska and driving once they arrived, converted at 18 percent.
Through a variety of Public Relations programs ATIA
delivers Alaska’s story to the world in innovative and
creative ways. We make sure compelling stories on topics
such as traveling families, exploring the great outdoors,
remote lodges and fishing are placed in newspapers,
magazines, online and on television. The Alaska Travel
News Bulletin is distributed to travel writers and editors on
a monthly basis and highlights newsworthy developments
in Alaska tourism.
Television advertising is a powerful medium for delivering
Alaska’s message. The sensory impact of combining
images, sound and motion is very effective in motivating
consumers throughout the world to travel to Alaska. ATIA
will continue to place a combination of 10-second and
30-second spots on national cable networks and within
nationally syndicated programs to maximize the number of
inquiries being generated and to build image awareness
for Alaska. The placement schedule will be reduced,
however, by roughly 20 percent compared to last year
so additional funding can be allocated to direct response
marketing efforts.
The State Vacation Planner will include slight revisions
based on research conducted in 2010. Demand for the
printed brochure continues to be strong and although
consumers are spending more time online, they are
simply not ready to go paper free. The Within Your Reach
brochure also continues to perform well, providing essential
planning information to potential visitors. This smaller
brochure has lower production costs and requires less
postage, making it a good auxiliary piece to the State
Vacation Planner.
16
The wildly successful Alaska Media Road Show will enter
its ninth year in 2011. The event allows Alaskans to meet
one-on-one with travel writers and editors to share Alaska
story ideas that can be used for future articles. Informative
panel presentations allow Alaska businesses to hone their
media skills and learn how to effectively work with writers.
A New York media event will also be continued due to the
success we’ve seen over the past three years. This event is
designed to be more unstructured and fluid, allowing media
representatives to drop by the event as their schedule
allows. The event features Alaskan foods, performances
and activities and allows writers the opportunity to meet
with a small group of Alaska tourism suppliers and to learn
more about Alaska.
By working with the travel trade ATIA can ensure that
consumers who want to purchase a packaged travel
vacation can do so through their local travel agent or tour
operator. We focus on providing them with destination
education through seminars and workshops as well as
through the Alaska Certified Expert (ACE) program. The
program continues to grow and Alaska tourism businesses
can now offer rewards to the graduates to stimulate
sales. Every quarter we send out a newsletter to the trade
updating them on new tours available in Alaska.
ATIA also reaches out to tour operators by attending the
annual conventions of many travel associations and we will
continue our sponsorship at the National Tour Association.
We conduct individual meetings with tour operators to help
them plan their Alaska tours and all the leads from these
shows are free to ATIA members.
One of the most effective ways of growing the number of
Alaska tour packages being sold on the market is to bring
tour operators to Alaska to experience the destination
first-hand. We will conduct 2 familiarization tours this year.
Each one will focus on one of Alaska’s visitor segments
and will target tour operators whose clientele match that
particular segment.
The international marketing program will continue to focus
on the key markets of the United Kingdom, GermanSpeaking Europe, Australia, Japan and Korea. Smaller
projects will be done in the developing markets of China
and Latin America. The program is similar to the domestic
marketing program except for the consumer advertising.
Emphasis is placed on working with the travel trade and to
help them develop their Alaska programs through trainings,
trade missions, trade shows and familiarization tours.
Partnerships with the trade allow us to promote Alaska as
a destination to their client base. Consumer awareness is
also done through public relations efforts including
press trips.
Travel planners are distributed in Japanese and German
and every other year a new one is printed. In 2010, a
new German Reiseplaner will be produced. Each of
these markets also has a dedicated website which will be
updated with new content and design in conjunction with TravelAlaska.com.
An analysis of Alaska product offered in tour operator
brochures will be conducted in all key domestic and
international markets. This provides a snapshot of Alaska’s
presence in each marketplace. With the ultimate goal of
increasing Alaska tours offered, ATIA will also conduct sales
calls to major wholesalers and cruiselines.
Encouraging residents to explore their own state will
continue in Fiscal Year 2011. These efforts benefit the local
economy by keeping Alaska vacation dollars in the state. It
also helps Alaska residents understand and appreciate the
beauty and diversity available in their home state.
Alaska tourism businesses rely on ATIA cooperative
marketing programs to deliver their individual messages
to a worldwide audience at an affordable price. Some
businesses choose to participate in U.S. consumer shows
by joining ATIA in the Alaska booth, while others join ATIA
in training missions overseas so they can deliver their
message to an international audience. Other popular
programs include cooperative magazine campaigns, media
events, and online advertising.
The ATIA Board of Directors and Marketing Committee
have reconfirmed their interest in increasing winter travel to
Alaska. A Winter Subcommittee has been established and
several meetings have taken place with industry members
to review past programs and chart a course for the future.
Developing winter tourism will take years to grow and will
take commitment and investment from the private sector
along with support from the state before success will be realized.
This Fiscal Year 2011 Marketing Plan was developed by
the ATIA Marketing Committee and approved by the Board
of Directors with close attention to selecting tactics that
will be effective in meeting ATIA goals and objectives.
Collectively we remain committed to ensuring Alaska’s
tourism marketing efforts are industry led, market driven
and research based. The Plan will be implemented by ATIA
staff under the supervision of the project manager ATIA
Chief Operating Officer, Ron Peck, with general oversight
by the ATIA board and Marketing Committee. The Plan is
subject to change based on fluctuating market conditions.
17
ADVERTISING
Strategy 1: Increase interest in Alaska as a travel destination and inspire a decision to visit.
Strategy 2: Strengthen brand identity and top-of mind awareness.
Strategy 3: Conduct a multi-pronged marketing campaign aimed at the highest potential visitors.
Strategy 4: Generate marketing leads and requests for trip-planning information.
Strategy 5: Select cost effective media that supports the overall goal of attracting a diverse mix of
visitors and travel types.
Strategy 6: Drive traffic to TravelAlaska.com.
Strategy 7: Encourage residents, and their visiting friends and relatives, to travel throughout Alaska
by providing travel planning information within the state.
Strategy 8: Continue cooperative marketing efforts that increase marketing dollars as well as pursue
joint ventures/partnerships with RV industry groups, travel guide publishers and other
stakeholder organizations.
Strategy 9: Establish monitoring mechanisms to measure marketing program effectiveness and
efficiency and track trends with high potential prospects and actual visitors.
Strategy 10: Provide tools and information to Alaska visitor industry businesses members to enhance
individual marketing efforts.
1.
2.
3.
4.
5.
6.
7.
8.
18
Bonnie Quill - Chair
Danielle Adkins
Brett Carlson
Pierre Germain
Al Koch
Sandra Loomis
Dennis McDonnell
John McConnochie
9.
10.
11.
12.
13.
14.
15.
16.
Lorene Palmer
Bill Pedlar
Gary Odle
Scott Reisland
Linda Springmann
Julie Saupe
Ann Campbell
Ron Peck
PUBLIC RELATIONS
Strategy 1: Generate large-scale image awareness in order to increase interest in Alaska as a year-round travel destination among new and existing travel prospects.
Strategy 2: Work with the media to generate travel stories featuring a wide variety of Alaska travel
products, regions and market segments.
Strategy 3: Continue to enhance ATIA’s online media center and expand Alaska’s online and digital
media presence.
Strategy 4: Provide qualified journalists with trip planning assistance and bring qualified journalists
to Alaska.
Strategy 6: Prepare ATIA to respond to any travel-related crisis.
Strategy 7: Coordinate public relations efforts with member businesses, Community Partners and DMOs.
Strategy 8: Monitor and report results of all public relations program components to determine
return on investment (ROI).
1.
2.
3.
4.
5.
6.
7.
8.
Scott Habberstad - Chair
Danielle Adkins
Chuck Baird
Richard Beneville
Kindra Brownlee
Deb Call
Kelli Dindinger
Al Koch
9.
10.
11.
12.
13.
14.
15.
16.
Karen Lundquist
Patti Mackey
Lorene Palmer
David Petersen
Bonnie Quill
Julie Saupe
Ann Campbell
Ron Peck
19
WEBSITE
Strategy 1: Upgrade website content to reinforce brand strategy and build excitement for the
destination while enhancing the site formatting and navigation to improve usability and
platform stability.
Strategy 2: Continue to improve website features to promote high visitor satisfaction.
Strategy 3: Offer a variety of online marketing opportunities so tourism businesses and community
organizations can connect with consumers looking for Alaska travel information.
Strategy 4: Evaluate and improve tools to measure website performance.
Strategy 5: Use Search Engine Positioning to maximize consumer traffic to the website.
Strategy 6: Conduct periodic research with site visitors, potential visitors and actual visitors to
ensure TravelAlaska.com delivers a quality online experience and meets consumer needs.
1.
2.
3.
4.
5.
6.
7.
8.
20
Colleen Stephens - Chair
Rabin Acharya
Chuck Baird
Richard Beneville
Brett Carlson
Michelle Glaves
Kirk Hoessle
Lilly Kelly
9.
10.
11.
12.
13.
14.
15.
16.
Sandra Loomis
Karen Lundquist
John McConnochie
Bill Pedlar
Toni Walker
Julie Saupe
Ann Campbell
Ron Peck
TRAVEL TRADE
Strategy 1: Cultivate Alaska travel interest, provide planning information and sales tools to the travel
trade and act as a facilitator between Alaskan tour suppliers and North American travel
trade buyers.
Strategy 2: Heighten Alaska image awareness and foster relationships among the travel trade in
North America.
Strategy 3: Promote and implement educational training programs about selling Alaska to the
travel trade.
Strategy 4: Incorporate travel trade into overall public relations program.
Strategy 5: Continue to enhance, promote and track usage of the Travel Trade section of the website.
Strategy 6: Provide leads generated at travel trade shows to participating DMOs and visitor industry
businesses so they can continue marketing Alaska and their specific product/service.
1.
2.
3.
4.
5.
6.
7.
8.
9.
Julie Saupe - Chair
Kindra Brownlee
Deb Call
Michelle Glaves
Peter Grunwaldt
Shanon Hamrick
Deb Hansen
Jeff Johnson
Kathy Hedges
10.
11.
12.
13.
14.
15.
16.
17.
Dee Dee Kay
Daniela Kuhn
Dragon London
Dennis McDonnell
Barrie Swanberg
Mark Weakland
Ann Campbell
Ron Peck
21
INTERNATIONAL
Strategy 1: Foster Alaska travel interest, provide planning information and act as a facilitator
between Alaskan tour suppliers and international travel trade buyers within the following
markets, as well as other international markets as the budget allows:
• Mainland Europe
• Japan
• Australia
• United Kingdom
• Korea
Strategy 2: Generate image awareness in order to increase interest in Alaska as a travel destination
among targeted international markets through public relations efforts.
Strategy 3: Partner with the travel trade to promote image awareness and provide educational
training about the destination.
Strategy 4: Collaborate with international air carriers to encourage and promote direct air service to Alaska.
Strategy 5: Monitor pages dedicated to Alaska in trade brochures to gauge market presence overseas.
Strategy 6: Continue to enhance, promote and track usage of the International websites.
Strategy 7: Distribute Alaska travel information to high potential prospects through overseas
contract offices.
Strategy 8: Provide leads generated at overseas trade shows and missions to participating DMOs
and visitor industry businesses so they can continue marketing Alaska and their specific
product/service.
1.
2.
3.
4.
5.
6.
7.
8.
22
Linda Springmann - Chair
Carol Fraser
Pierre Germain
Shanon Hamrick
Deb Hansen
Jeff Johnson
Dee Dee Kay
Nancy Klinski
9.
10.
11.
12.
13.
14.
15.
16.
Colin Lawrence
Scott Reisland
Lori Stepansky
Barrie Swanberg
Ethan Tyler
Julie Saupe
Ann Campbell
Ron Peck
FY11 BUDGET
In Fiscal Year 2011, a total of $11.7 million will be expended for tourism marketing. The state will contribute $9 million and
Alaska’s tourism industry – through ATIA – will match that amount by 30 percent.
MARKETING PROGRAM
Research
Public Relations
Advertising
Website
Fulfillment
North To Alaska
Travel Trade
International
Instate Marketing
GRAND TOTAL
BUDGET
316,216
862,408
6,078,366
501,346
1,719,066
574,939
362,211
1,112,506
172,942
$11,700,000
All evidence from travel destinations around the world reinforces the fact that tourism marketing is the only proven travel
industry-related economic development tool that empowers a travel destination to grow in a balanced and sustainable
way. ATIA believes a $20+ million marketing budget is needed to counter the current decline in Alaska travelers, and will
result in a strong tourism marketing program that will serve as the foundation for economic recovery for Alaska’s travel
industry. This in turn will boost Alaska’s entire economy through increased jobs for Alaskans and increased visitor-related
revenue into Alaska’s economy.
23