1

Jay, from Newton Massachusetts, visits TripAdvisor to figure out a potential family vacation. At this stage, he does not have a destination in mind. Jay tries to bookmark Colorado after seeing GoPro's video.

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Travel Dates

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

Destinations

Demographics

Travel Preference

Budget Level

Member: No

Logged-In: No

User State

2

Jay, from Newton Massachusetts, visits TripAdvisor to figure out a potential family vacation. At this stage, he does not have a destination in mind. Jay tries to bookmark Colorado after seeing GoPro's video.

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Travel Dates

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

Destinations

Demographics

Travel Preference

Budget Level

Member: No

Logged-In: No

User State

3

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

Destinations

Demographics

Travel Preference

Budget Level

Now logged-in, Jay has saved Colorado to a new Trip.

Navigate to the
inspiration servlet after scroll>

4a ADVERTISERK2 has a permanent placement on the ski section of the inspiration lander for 6 months as a launch partner for the new inspiration servlet. ADVERTISERColorado DMO purchased a $500K 3 month campaign targeting prospective skiers on TripAdvisor. It’s goal is to influence users throughout all stages of the funnel. Colorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:
• A sponsored hero intended to inspire

• Sponsored shelf of ski locations in Colorado

Jay visits the Inspiration servlet in search of family winter vacation ideas.

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Colorado

Demographics

Travel Preference

Budget Level

4b ADVERTISERK2 has a permanent placement on the ski section of the inspiration lander for 6 months as a launch partner for the new inspiration servlet. ADVERTISERColorado DMO purchased a $500K 3 month campaign targeting prospective skiers on TripAdvisor. It’s goal is to influence users throughout all stages of the funnel. Colorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:
• A sponsored hero intended to inspire

• Sponsored shelf of ski locations in Colorado

Jay visits the Inspiration servlet in search of family winter vacation ideas.

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Colorado

Demographics

Travel Preference

Budget Level

5

Jay filters the inspiration servlet to reflect his preferences for a family ski trip, in March in North America and a willingness to spend money on this trip. He also expresses his willingness to fly to a destination. After reviewing his options, Jay leaves TripAdvisor to discuss the trip with his family.

ADVERTISERK2 has a permanent placement on the ski section of the inspiration lander for 6 months as a launch partner for the new inspiration servlet. ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:
• A sponsored hero intended to inspire

• Sponsored shelf of ski locations in Colorado

Destination Open

IP: Newton, MA

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

6a

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay comes back to TripAdvisor.com, bookmarks Aspen from a Colorado shelf, Park City, Utah from a winter shelf before deciding to scope to a geo.

ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:

• A sponsored hero intended to inspire

• Boosted video

• Sponsored profile

6b

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Ads

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay comes back to TripAdvisor.com, bookmarks Aspen from a Colorado shelf, Park City, Utah from a winter shelf before deciding to scope to a geo.

ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:

• A sponsored geo-scope

7 OffsiteTab:BleacherReport TripAdvisor_Tab

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Ads

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay scrolls through and engages with various pieces of Colorado content, including content about Aspen.

ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open. Specifically:

• Boosted Colorado shelf: Top 3 reasons to visit Aspen

• Travel Channel Boosted Video Post (by Colorado) with Colorado as one tagged geo

8a

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay leaves TripAdvisor, visiting bleacher report to read some sports news.

ADVERTISERColorado DMO targets Jay, outside of TripAdvisor, with content intended to inspire users interested in Skiing who are destination open. Specifically:

• Oversize ad unit promoting family content across things to do, restaurants and resorts

Aspen, CO.

Utah

North America

Colorado

8b CurrentTab:ESPN TripAdvisor_Tab

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay navigates to ESPN to continue reading sports news.

ADVERTISERColorado DMO targets Jay, outside of TripAdvisor, with content intended to inspire users interested in Skiing who are destination open. Specifically:

• Outstream video ad about skiing in Colorado

Aspen, CO.

Utah

North America

Colorado

9

Destination Open

IP: Newton, MA

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay comes back to TripAdvisor to explore Park City, Utah hotels from 3/16-3/21.

ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open with a narrowing focus towards Aspen. Specifically:

• An outstream video about Aspen

ADVERTISERUtah DMO targets Jay, with content intended to inspire a prospective traveler to Park City to book a hotel. ADVERTISERLuxury hotel targets Jay with a sponsored placement intended to drive consideration from luxury travelers taking a trip between 3/16-3/21.

10 ADVERTISERColorado DMO targets Jay with content intended to inspire users interested in Skiing who are destination open with a narrowing focus towards Aspen. Specifically:

• A sponsored hero intended to inspire

• A sponsored recommended places shelf (2 hotels, 2 attractions, 1 restaurant)

• A sponsored article promoting reasons to visit Aspen

ADVERTISER

Luxury hotel targets Jay with a sponsored placement intended to drive consideration from luxury travelers taking a trip between 3/16-3/21.

Destination Open

IP: Newton, MA

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Park City, UT.

Hotel Brand

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay pivots from looking at Park City, Utah hotels to exploring Aspen, Colorado hotels from 3/16-3/21.
He clicks on Hyatt Residency Club Grand Aspen.

11 ADVERTISERColorado DMO targets Jay with content intended to drive users interested in a Colorado ski trip to book a trip to Aspen: Specifically:

• A native, responsive ad promoting Aspen packages curated by Colorado

• A native, responsive ad promoting the 5 best things to do near the Hyatt Residence Club

Research & Planning

Destination Open

IP: Newton, MA

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Hotel Name

Hyatt Residency Club Grand Aspen

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay reads reviews and taps on the footer ad to explore things to do near the hotel..

12 ADVERTISER

Park City, Utah, still vying for Jay’s business sponsors a cross-sell tile in a recent searches shelf

ADVERTISER

Colorado DMO targets Jay with content intended to drive users interested in a Colorado ski trip to book a trip to Aspen: Specifically:

• A sponsored hero image intended to drive consideration (different from destination-open)

• A sponsored curated Aspens events shelf for Jay’s dates of travel

• A sponsored Trip highlighting things to do in Aspen

• A sponsored articles shelf with advice for travelers

• A sponsored shopping / discounts shelf

Research & Planning

Destination Open

IP: Newton, MA

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Feeling more confident about taking his family to Aspen, Jay navigates to the About Aspen page from the scoped homepage

Hotel Name

Hyatt Residency Club Grand Aspen

13 ADVERTISER

Colorado DMO targets Jay with content intended to drive users interested in a Colorado ski trip to book a trip to Aspen: Specifically:

• A sponsored hero image intended to drive consideration (different from destination-open)

• A sponsored question from Colorado

• A sponsored profile, including a discounted ski pass

• A sponsored destination expert driving users to all Visit Colorado forum posts

• A sponsored trip

• A native, responsive ad with a booking message

Research & Planning

Destination Open

IP: Newton, MA

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Continuing to educate himself on a ski trip to Aspen, Jay visits the Aspen Travel forum. He taps to see the answer to a sponsored question - What is the best time to visit? He then taps on a special offer.

Hotel Name

Hyatt Residency Club Grand Aspen

14 OffsiteTab:SBNation TripAdvisor_Tab ADVERTISER

Colorado DMO targets Jay with content intended to drive reservations and shopping when he arrives. Specifically:

• Sponsored shopping shelf promoting places to buy/rent ski equipment

ADVERTISER

A family friendly restaurant targets Jay with a sponsored placement intended to drive consideration from travelers planning to visit or in-market.

Pre-Trip Planning

Research & Planning

Destination Open

IP: Newton, MA

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Having booked his hotel (Hyatt), Jay starts to figure out where to eat.

Hotel Name

Hyatt Residency Club Grand Aspen

15 OffsiteTab:SBNation TripAdvisor_Tab ADVERTISER

Colorado DMO targets Jay with content intended to drive reservations and shopping when he arrives: Specifically:

• An oversize ad unit promoting local deals, restaurants and activities

Research & Planning

Destination Open

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Jay is taking a break from planning his trip so visits SBNation for his sporting news fix.

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Newton, MA

Pre-Trip Planning

16 ADVERTISER

Colorado DMO targets Jay with content intended to drive reservations and shopping when he arrives: Specifically:

• A shelf of recommended activities for families

Research & Planning

Destination Open

4th TA Visit: 11/27

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Aspen, CO.

Attractions Research

Attractions Booking

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Reinvigorated, Jay heads back to TripAdvisor to explore Aspen activities for his family. He books a tour through TripAdvisor.

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Newton, MA

Pre-Trip Planning

17 ADVERTISER

Colorado DMO targets Jay with notifications intended to drive retail: Specifically:

• A push notification with a special offer that drives to Colorado’s profile (a new section…)

Jay lands on the Colorado’s TripAdvisor profile deals section, explores the offers, saves an offer for 50% a free ski lesson for his daughter and exits the app.

Research & Planning

Destination Open

4th TA Visit: 11/27

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Aspen, CO.

Attractions Research

Attractions Booking

Aspen, CO.

Ghost Tour

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Newton, MA

On-Trip

Pre-Trip Planning

18 ADVERTISER

Colorado DMO targets Jay with notifications intended to drive retail: Specifically:

• A push notification with a special offer that drives to Colorado’s profile (a new section…)

Jay lands in Aspen with his family! He receives a push notification from Aspen, Colorado offering special, local offers. He taps on the offer.

Research & Planning

Destination Open

5th TA Visit: 3/16

4th TA Visit: 11/27

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Deal

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Aspen, CO.

Attractions Research

Attractions Booking

Aspen, CO.

Ghost Tour

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Aspen, CO.

IP: Newton, MA

On-Trip

Pre-Trip Planning

19

After an amazing trip, Jay and his family return home.

Research & Planning

Destination Open

5th TA Visit: 3/16

4th TA Visit: 11/27

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Deals

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Aspen, CO.

Attractions Research

Attractions Booking

Aspen, CO.

Ghost Tour

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Aspen, CO.

IP: Newton, MA

On-Trip

Pre-Trip Planning

20

Jay receives an email that he has a new TripAdvisor message. He visits his TripAdvisor profile and finds a note from Visit Colorado offering xxxx.

Research & Planning

Destination Open

5th TA Visit: 3/16

4th TA Visit: 11/27

3rd TA Visit: 11/25

2nd TA visit: 11/24

1st TA visit: 11/20

Travel State

Member: Yes

Logged-In: Yes

User State

Travel Dates

3/16-3/21

March

Content Type Engagement

Deals

Forum Question

Special Offer

Video

Article

Ads

Hotel Research

Aspen, CO.

Park City, UT.

Hotel Brand

Hyatt

Restaurant Research

Aspen, CO.

Attractions Research

Attractions Booking

Aspen, CO.

Ghost Tour

Location

Visit Log

Interests

GoPro

Skiing

Destinations

Park City, UT.

Aspen, CO.

Utah

North America

Colorado

Demographics

Children

Travel Preference

Air Travel

Budget Level

Luxury

Hotel Name

Hyatt Residency Club Grand Aspen

IP: Aspen, CO.

IP: Newton, MA

Post-Trip

On-Trip

Pre-Trip Planning

ADVERTISER

Colorado DMO targets Jay with content intended to drive loyalty from past visitors: Specifically:

• A sponsored message offering xxxx

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beginning