America's Byways®WHAT'S NEW
America's Byways® Public Awareness Initiative: Federal Register Notice Published
In 2005, Congress authorized the America's Byways Resource Center (ABRC) to carry out public awareness activities for America's Byways®, the collection of distinct and diverse roads designated by the U.S. Secretary of Transportation. As part of that effort, the Federal Highway Administration (FHWA), cooperatively with the ABRC, published a Federal Register notice on July 23, 2008 that invites statements of interest about participating in a domestic, multi-year America's Byways® Partnership Marketing Campaign. As part of this marketing campaign, the ABRC would like to partner with interested parties to establish a national Public Awareness Initiative to elevate the awareness, understanding, and appreciation of the America's Byways collection. The complete Federal Register Notice and information on how to respond can be found at: http://edocket.access.gpo.gov/2008/E8-16886.htm. Statements of interest should be received on or before September 22, 2008.
All-American Road Nomination - International Marketing
In order to be nominated as an All-American Road (AAR), your byway organization must demonstrate that it is "addressing multi-lingual information needs for international travelers. The first step is to research potential international (overseas+Canada+Mexico) visitors, and identify which of these visitors match your byway experience. Work with your local, State, regional, and national tourism organizations to identify ways to attract these travelers." Byway activities match the international travelers' interests in the Top 12 Leisure/Recreational Activities for overseas visitors – shopping 87%, visit historical places 35%, visit small towns/villages 25%, cultural/heritage sites 20%, and touring the countryside 18%. There are many ways to address the "multi-lingual information needs for international travelers," and the internet is a key component - 44% of the leisure overseas visitors use personal computers as an information source. For more information on AAR Nomination and international travelers, see the Nomination articles on http://www.bywaysonline.org/nominations/articles.
Data from DOC ITA Office of Travel & Tourism Industries, "Profile of Overseas Travelers to the United States: 2007 Inbound." http://tinet.ita.doc.gov/outreachpages/download_data_table/2007_Overseas_Visitor_Profile.pdfInternational PowWow 2008 was a Success!
In May 2008, team representatives from CA, ID, LA, NM, ID, NY, SD, MN and DC staffed the America's Byways booth at the 40th annual TIA PowWow travel industry international marketplace. More than 1,000 U.S. Travel Organizations made pre-scheduled appointments with close to 1,500 International and Domestic buyers from 70 countries. Over the three days, the America's Byways team met with about 100 contacts in the booth and at the Media Marketplace. Many buyers and media were repeat visitors who wanted to know more about the America's Byways® collection.
NEWS BRIEFS
Bush Administration Reform Plan
U.S. Transportation Secretary Mary E. Peters has unveiled the Bush Administration's new plan to refocus, reform and renew the national approach to highway and transit systems in America. A copy of the reform plan is available at www.fightgridlocknow.gov.
Madison Confirmed as Next Highway Administrator
Thomas J. Madison Jr., the president's nominee to head the Federal Highway Administration, was confirmed August 1 by the United States Senate. Mr. Madison currently serves as President of the Spectra Subsurface Imaging Group. Prior to this, he worked as Commissioner of the New York State Department of Transportation. Earlier in his career, he served as Deputy Secretary for Transportation to the Governor of New York.
ON THE WEB
International Interest in byways.org
Over the last few months, referral websites to byways.org have come from many international websites including Italy, France, Germany, Japan, the Netherlands, Canada, UK, and Sweden. There are many resources available for you to learn about which markets might be the best for your byway. The Department of Commerce, International Trade Administration, Office or Travel & Tourism Industries (OTTI) is a great resource for international traveler statistics that can help you target international travelers for your byway. Here is a sample of the type of information you can find:
2007 International Visitation and Spending Set New Records for the U.S.
A record 56.7 million international visitors traveled to the United States in 2007, an increase of 11 percent over 2006. This level also surpassed the 2000 record year of 51.2 million visitors. Ten of the top 25 arrival markets broke records set in previous years. International visitors also spent a record-breaking $122.7 billion on travel to, and tourism-related activities within the United States in 2007 - an increase of nearly 14 percent over the previous record set in 2006. For a synopsis of the world regions and the top markets generating arrivals to the U.S. go to: http://www.tinet.ita.doc.gov/outreachpages/inbound.general_information.inbound_overview.html.
2007 State, City Visitation and Traveler Characteristics data on overseas travel to U.S. Destinations
Visit http://tinet.ita.doc.gov/outreachpages/download_data_table/2007_Overseas_Visitor_Profile.pdf to view the top states and cities visited by overseas travelers and the profile of Overseas Travelers to the U.S., including Residence of Travelers, Total Number of Travelers, Advance Trip Decision, Information Sources, Purpose of Trip, Number of States Visited, U.S. Destinations Visited, Travel/Leisure Activities, Trip Expenditures, Travelers Age, Sex, Occupation Annual Household Income, and more.
The 2008 Total Arrivals to the U.S., as of May 2008, is 19,812,324 (including Canada and Mexico); 2008 Total Overseas Arrivals to the U.S, as of May 2008, is 9,640,810. To access the 2008 monthly arrivals data for world regions and top markets, visit http://www.tinet.ita.doc.gov/view/m-2008-I-001/index.html.
U.S. Official Travel and Tourism Website
The United States' first-ever official travel and tourism website, www.discoveramerica.com, was successfully launched in the five leading international travel markets - Canada, Mexico, the U.K., Germany and Japan. Travel Industry Association is promoting DiscoverAmerica.com to media in key countries. Ten America’s Byways® are included under the "Scenic Byways" tab, and are included on all five international sites http://www.discoveramerica.com/ca/activities/scenic-byways.html. We are working with TIA to add more America's Byways®, and will update you regarding new opportunities.
SPOTLIGHT ON BYWAYS
It Started with a 2006 NSBP Marketing Grant
Capital Region USA (CRUSA) Virginia, Maryland, and Washington DC, received a grant to do an International Marketing Campaign for Virginia and Maryland Byways. A UK public relations company was hired and devised a nearly $40,000 campaign in the UK.
The UK PR agency created an innovative and interactive online 'viral' promotion, in the form of a micro-website called www.MyRoadTripUSA.co.uk to promote fly-drive holidays to the Capital Region, allow consumers to build their ideal byways road trip online, generate requests for the Byways Travel Pack (made up of Holiday Guide/Byway supplement, and Maryland & Virginia maps), allow visitors to download CRUSA & MD guides and build an email database.
CRUSA also secured sponsorships from Hertz, North American Travel Service, and Phoenix Publishing. These sponsors promoted MyRoadTripUSA.co.uk to their consumer databases. PR activities included World Travel Market Trade Show, media trips, UK magazine editorial coverage, and development of a press pack. On-line advertising support was also used to attract visitors to the website.
The editorial coverage generated by the launch of the website has generated a return on investment (ROI) of 20:1.
