Marketing Implementation Plan Archive

FY2007

As the Association begins its 7th year of operation, state support for tourism marketing continues to be important. Last year, legislation passed that changed the state’s matching contribution rate from 40% to 50%, but the matching rate is only part of the predicament. For Alaska’s visitor industry to grow and become a larger contributor to the state’s economy, additional funding is needed. ATIA has contended since its inception that an effective marketing plan requires an annual marketing budget of $20 million or more.

FY2006

An overall goal of DCCED economic development programs and AlaskaTIA’s tourism marketing program is to increase economic contribution of the travel and tourism industry in the State of Alaska by being successful in meeting the following objectives:

• Increase total travel and tourism expenditures as reported through the Tourism Satellite Account (total spending by and on behalf of travelers: $2.4 billion, total economic contribution of travel and tourism industry: $1.5 billion)
• Increase aggregate visitor spending by an average rate of 3-4 percent.
• Increase the annual aggregate visitor nights by 4-5 percent and track through annual Conversion Study.

Representatives from the State of Alaska and Ron Peck, President & COO of AlaskaTIA negotiated the Goals and Objectives for the FY06 Marketing Program. Success in meeting these marketing goals will contribute toward increased economic contribution of travel and tourism in Alaska.

FY2005

The State of Alaska, DCED, established the following major components for the FY05 Marketing Plan:
   • Consumer Marketing
   • Niche Marketing
   • Trade and International Marketing
   • Inquiry Fulfillment
   • Market Research
Consumer marketing in FY05 will focus on image promotion with a strong call to action, while continuing to integrate Alaska’s brand message. The ‘core’ consumer marketing program will consist of direct mail, magazine and television advertising, Internet marketing and public relations, all which are measurable and have proven successful over the years.

FY2004

The Marketing Committee made four policy recommendations that will guide ATIA marketing efforts through 2004 and beyond:
Policy 1: Marketing Effectiveness
The over-riding priority of all AlaskaTIA marketing programs is marketing effectiveness.
Policy 2: Focus on Conversion
The single priority of all AlaskaTIA marketing programs is the conversion of high-potential prospects into actual Alaska visitors.
Policy 3: Long-Term Priority of AlaskaTIA Mission and Vision
AlaskaTIA’s marketing program priority is for maximum marketing effectiveness in the intermediate and long-term for the overall industry, rather than the short-term booking needs of members.
Policy 4: Long-Term Planning and Goals
The committee opted for a longer-range view and consistency over time.

FY2003

Overall, it is the responsibility of the ATIA marketing program to reach out into the marketplace and communicate with
potential visitors in each stage of the decision process – from the Interest stage to the Visiting stage. In FY03, special
emphasis will be placed on those in the Active Interest, Research and Planning stages because our research shows these
areas represent stumbling blocks; we’ve increased their interest in traveling to Alaska, but many are not taking that last
step to visit Alaska.