2006-2007 MLA Marketing Programs
for Property Members

• 2007-08 Great Escapes Magazine
• 2006-2007 Where to Stay Lodging Directory
• Where to Stay Lodging Directory on MLA Web Site
• 'Search by Availability' Section on MLA Web Site
• Massachusetts Turnpike Travel Reservation System
• Great Escapes Gay Magazine
• Travel Weekly E-Postcard
• Boston Globe Travel Insert
• Cape Cod Times Travel Insert
• Marketing Partnerships

AUDIENCE: Great Escapes is mailed to 500,000 American Express frequent travelers in New York New Jersey, Pennsylvania, and New England and distributed at Canadian travel shows and visitor centers in Massachusetts. In 2003, Great Escapes readers spent $14 million on lodging in Massachusetts. All advertisers receive an analysis of dollars spent at their individual business by Amex cardholders.

AUDIENCE: Where to Stay is distributed to visitor centers throughout Massachusetts, at Amtrak stations between Portland and New York, and at Canadian travel shows. Where to Stay circulation is 60,000 copies but estimated total readership exceeds 240,000.

AUDIENCE: The MLA Web site is optimized to consistently achieve high rankings on major consumer search engines. The site received 64,530 visitor sessions from January 2006 through April 2006 (37% more than same period in 2005), with the Where to Stay directory consistently the most visited part of the site.

Web ads are receiving 100-200 click-throughs per month, depending on property and ad message.

DESCRIPTION: This new feature prominently positioned on the MLA Web site home page enables consumers to easily search for availability at participating properties, then instantly click through to property Web sites or call to make reservations. Properties do not allot any inventory and are not charged any fees or commissions. All a property needs to do is fill in the online calendar with expected availability for the year.

AUDIENCE: The MLA Web site is optimized to consistently achieve high rankings on major consumer search engines. From March 2005 through April 2006, consumers conducted 12,822 availability searches and clicked through to individual property web sites 5,214 times.

AUDIENCE: Mailed to 24,000 gay/lesbian homes in New York City, Philadelphia, and Washington D.C. (list acquired from PlanetOut Traveler).Total circulation: 30,000. Gay/lesbian market demographics:
36% spend $3,000 or more on travel annually;97% of those surveyed took a vacation in the
past 12 months (national average is 64%);82% spent five or more nights in hotels.

DESCRIPTION: Travel Weekly is creating an E-Postcard to promote participating MLA property members. Travel Weekly will design and create the E-Postcard promoting special offers from the participants. The E-Postcard will feature six tabs, each one devoted to a separate property. The tabs will act as the property's own “postcard” highlighting the property and it's special offerings. The program is limited to six properties and is offered on a first come, first-served basis.
Examples of Travel Weekly E-Postcards

AUDIENCE: E-Postcard will be sent to Travel Weekly's database of 47,000+ agents when minimum number of particpating properties reached.

DESCRIPTION: Special 8- to 12-page insert included with Globe travel section. Editorial promotes in-state travel, featuring Massachusetts happenings -- sports to culture, beaches to city tours -- and a calendar of events. NEXT PUBLICATION DATE TO BE DETERMINED.

AUDIENCE: Insert runs in entire 1.4 million Globe circulation statewide.

DESCRIPTION: Special insert to encourage Cape Cod residents to travel to other parts of Massachusetts. Editorial features calendar of events. NEXT PUBLICATION DATE TO BE DETERMINED.

AUDIENCE: Insert runs in entire Cape Cod Times circulation.

DESCRIPTION: Special programs in which MLA properties can market packages directly to members of other associations. MLA creates a dedicted Web page listing the packages, and the partner association promotes the Web page to its members.

AUDIENCE: High-quality, targeted members of associations. Numbers vary byassociation.