Lynn Carpenter Vice President of Marketing California Travel ...
Lynn Carpenter Vice President of Marketing California Travel ...
Lynn Carpenter Vice President of Marketing California Travel ...
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<strong>Lynn</strong> <strong>Carpenter</strong><br />
<strong>Vice</strong> <strong>President</strong> <strong>of</strong> <strong>Marketing</strong><br />
<strong>California</strong> <strong>Travel</strong> &<br />
<strong>California</strong> <strong>Travel</strong> &<br />
Tourism Commission
Layered Media in a Changing World<br />
Today’s panel:<br />
• CTTC <strong>Marketing</strong> Philosophy<br />
• Research and Implications<br />
• The <strong>California</strong> Strategy<br />
• New Media and Moving Forward
<strong>California</strong>’s <strong>Marketing</strong><br />
Philosophy
Motivations<br />
Motivations to <strong>Travel</strong><br />
Thinking <strong>of</strong> your last leisure trip, which <strong>of</strong> the following motivated you to visit the destination?<br />
Source: PhoCusWright’s Destination <strong>Marketing</strong>: Understanding the Role and Impact <strong>of</strong> Destination Marketers
DMO Site<br />
When Is the DMO Site Used in the <strong>Travel</strong> Planning Process?<br />
During which part <strong>of</strong> the travel process did you visit the destination Web site?<br />
Source: PhoCusWright’s Destination <strong>Marketing</strong>: Understanding the Role and Impact <strong>of</strong> Destination Marketers
How Visitors Use DMOs<br />
Types <strong>of</strong> DMO Information Obtained (or Desired)<br />
In which <strong>of</strong> the following ways did you use the tourist <strong>of</strong>fice or visitor’s bureau to obtain<br />
information about a vacation destination or plan a trip? If you wanted to obtain information about<br />
a vacation destination or plan a trip using a tourist <strong>of</strong>fice or visitor’s bureau, which <strong>of</strong> the following<br />
would you be likely to do?<br />
Source: PhoCusWright’s Destination <strong>Marketing</strong>: Understanding the Role and Impact <strong>of</strong> Destination Marketers
Sources <strong>of</strong> Awareness<br />
Source: TNS Research
Qualitative Data<br />
During 2009, CTTC conducted qualitative research about the<br />
usefulness <strong>of</strong> the CVG. All consumers interviewed in the research<br />
had ordered the guide and had traveled to <strong>California</strong>. All interviewed<br />
had found the guide useful in planning their trip. trip<br />
• All took it with them on their trip to help them decide where to<br />
go and what to see.<br />
• Th Those ordering d i the th guide id had h d a longer l than th average length l th <strong>of</strong> f stay. t<br />
• The guide was used not only to plan for the current trip, but also<br />
to plan future trips to <strong>California</strong>.<br />
• Consumers who had not made a decision where to travel before<br />
ordering the guide were positively impacted once they received<br />
the guide and chose to visit <strong>California</strong>.
Vitality and Brand Consumption
Continued Integration
Brand Building
<strong>Travel</strong> Lifecycle
<strong>California</strong> Brand<br />
Programs
Ex: Ex. Brand Advertising
Relevance <strong>of</strong> Publications
New Media
Extending the <strong>California</strong> Brand….<br />
•1 Relationship with Online <strong>Travel</strong> Agents<br />
•2 UK Social Media Promotion, <strong>California</strong> Calling<br />
• 3 Ai Airline li Coop C M<strong>Marketing</strong>: k ti C<strong>California</strong>—The lif i Th GGame<br />
• Heavily promoted on Facebook and Twitter<br />
• Deep engagement with <strong>California</strong> brand<br />
• Reached over 6 million!
Mobile Projections
New Media Growth Curve
How Does New Media Fit Into the Mix?<br />
Brazil, Russia, India<br />
and China are among<br />
largest markets for<br />
blogging and social<br />
networking
New Media:<br />
New Media:<br />
High Impact and High Engagement
Summary
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