Since much of the public's attention will be focused on the upcoming elections this fall, it's a perfect time to consider the fact that three of our nation's most prominent presidents have called Illinois home. What is it about Illinois that has bred such leaders as Abraham Lincoln, Ulysses S. Grant and Ronald Reagan?

The answer to that question will be the focus of IBOT's fall campaign, which will lead travelers on Presidential Trails throughout the state. Reagan's boyhood home in Dixon, the Grant Home State Historic Site in Galena and our many “Looking for Lincoln” attractions throughout the state are only starting points. Scenic drives, fall festivals, wine events and many other unique activities will also be promoted as part of the Presidential Trails campaign.

This year's fall theme is "Blaze Your Own Trail." By showcasing getaways that follow in the footsteps of presidents and other leaders, we will specifically target two of our most important visitor demographics: Boomers, with their deep appreciation of history, as well as families, for whom these destinations are sure to inspire future trailblazers.

The "Blaze Your Own Trail" fall getaways build perfectly on our continuing celebration of the 200th anniversary of Lincoln's birth. Just last month, IBOT announced a wide-ranging series of exciting special events that culminate on his actual birthday, February 12. There are far too many activities to list here, but you can keep up to date on the enjoyillinois.com and lincoln200.net Web sites.

In what will become a regular feature in future newsletters, I'd like to share some thoughts about books I've been reading that relate to marketing, promotion or travel. For anyone who feels intimidated or confused by the growing influence of online communications tools, I highly recommend Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff.

I found this book very helpful in getting up to speed on blogging, YouTube, Wikipedia, Facebook and all the other Web sites that are changing the face of our industry. Whether we know it or not, our message is already being commented on and judged in this new world of user-generated media. Groundswell offers consumer data and case studies that demonstrate how companies take control of these tools and use them to their advantage. Only by joining this conversation can we truly show the best that Illinois has to offer.

I'm sure you've noticed that this issue of the IBOT newsletter has a new look and feel as well as a new title. It is part of our effort to improve and expand on communication within the tourism industry and help you keep informed of all our latest initiatives. Please feel free to contact IBOT with your own ideas and suggestions. I look forward to hearing from you!

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Save The Dates: Don't forget to mark your calendars for the 2009 Illinois Governor's Conference on Tourism. It will be held at Chicago's Fairmont Hotel from March 4th through the 6th. There will be important learning and networking opportunities, so please encourage all your industry partners to attend as well. Keep checking illinoistourism.org for further details as they become available.

Special Incentives: There's no doubt that recent economic concern has put a damper on many travelers’ vacation plans and poses a challenge for the travel industry as a whole. A recent Wall Street Journal article suggests that destinations take this opportunity to offer discounts, deals and special offers.

The article cites a resort in Arizona that offers a $100 "gas credit" rebate for guests who stay for four nights. A Michigan golf resort saw its numbers go down and responded with a travel package that offers meals, free rounds of golf, a massage and other perks for $535. Florida's Orange County CVB used these kinds of discounts to attract travelers after 9/11, and they're using a similar strategy to attract travelers during the current downturn.

Many Illinois destinations also offer similar incentives. IBOT has for years developed promotions such as our current offer of an American Express® $50 gift card to travelers who take advantage of our Three-Day Getaways.

Local tourism bureaus can likewise encourage accommodations to offer attractive travel packages. The key is to be sure that the offers contain substantial benefits. Simply offering continental breakfast does not constitute a real travel package. It can be themed around romance, family fun or even shopping, and should have at least one element that takes place off-site.

The more creative the deal, the more likely travelers will view a getaway as economically viable, which will benefit everyone in challenging times. We are asking for submissions of special travel discounts, so we can include your destinations and attractions in pitch efforts and interviews. Please E-mail these to IBOT's Public Relations Manager, Brad Strauss, at brad.strauss@illinois.gov

» Back to top | »From the State Travel Director | » Fall Campaign | » PDF

This year's fall campaign--"Blaze Your Own Trail"--will utilize strategic planning and proactive media outreach in order to secure local, regional and national media coverage. The main objective of the fall public relations program is to showcase Illinois' presidential trails as a unique fall activity and drive awareness/tourism to nearby fall events, activities and destinations.

We are currently developing unique story angles and planning an attention-getting consumer/media fall launch event that will showcase the "Blaze Your Own Trail" campaign to national, regional and local media outlets.

The messaging and advertising efforts for the fall campaign will not only target families, but also the Boomer audience. Through strategic partnerships with Boomer-targeted publications, the message will be present in print advertising in fall magazines like AAA Living, AARP, Budget Travel and The History Channel Magazine. In addition to Illinois, these will reach other Midwest markets like Michigan, Minnesota, Missouri and Wisconsin.

We will also focus on radio spots, which will run in St. Louis, Indianapolis and key media markets in Illinois. This will be supplemented by a strong online program consisting of online banners and e-newsletters. Online banners will run on proven partner sites such as Weather.com and Mapquest.com as well as new Boomer-friendly sites.

Furthermore, there will be a large focus on social media with outreach to travel, history-related and family bloggers. This is an effective way to ensure that we are reaching many different audiences with the key messages about travel in Illinois.

Another approach will respond to current events and leverage the October 4, 2008 vice presidential debates in St. Louis to drive national media and promote Illinois as a nearby destination that is rich in presidential history and encourage travelers to book Presidential Trails Three-Day Getaways. We will also leverage the presidential election to encourage travelers to explore destinations in Illinois where former presidents have blazed their own trails.

Please send any information for consideration in fall promotional efforts to Emma Douglas at emma.douglas@edelman.com or (312) 240-2730.

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