Marketing

Objectives

The goal of the Kansas Tourism marketing plan is to increase visitor spending statewide by developing several markets: domestic and out-of-state leisure, international and group, as well as niche markets such as nature-based, agritourism and culinary. To accomplish this, the Kansas Tourism Marketing programs work to achieve the following objectives:

Educate and engage consumers in the Kansas image and use this to differentiate Kansas from its competitors
Carry the Kansas image through all contact points with the consumer and across all program areas of the Kansas Tourism Division
Build awareness of Kansas tourism opportunities among our key target audiences
Motivate consumers to actively seek more information about the state sites, events, and activities
Stimulate itinerary planning and increase length of stay decisions before arrival through such collateral materials as the Kansas Tourism website and the Travel Guide
Promote Kansas through public relations and group travel
Create industry cooperative marketing opportunities such as print, broadcast, and electronic advertising, public relations, and group tours