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

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