Central Coast Tourism Council's Annual Retreat - the California ...
Central Coast Tourism Council's Annual Retreat - the California ...
Central Coast Tourism Council's Annual Retreat - the California ...
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TRACI WARD<br />
Director of Consumer Marketing<br />
Visit <strong>California</strong>
OBJECTIVES<br />
• State of <strong>the</strong> Industry<br />
• Visit <strong>California</strong> Overview<br />
• Marketing Program/Globalization<br />
• Rural Grant Program<br />
• Partnership Opportunities
STATE OF THE<br />
INDUSTRY
TOURISM MEANS JOBS<br />
• 1 in 9 U.S. jobs depends<br />
on travel and tourism<br />
• Every 35 international<br />
visitors = 1 American job<br />
• 90 international visitors<br />
= 1 <strong>California</strong> job<br />
• Every 1% increase in<br />
visitor spending = 8,730<br />
new jobs in <strong>California</strong>
STATE OF<br />
CALIFORNIA TRAVEL<br />
• $102.3 billion in visitorrelated<br />
spending in 2011<br />
- up 7.6%<br />
• 893,000 <strong>California</strong> travelrelated<br />
jobs - up 1.5%<br />
• $6.3 billion in local and<br />
state tax revenue - up<br />
10.1% and 0.4%,<br />
respectively
TOURISM IMPACTS<br />
MULTIPLE INDUSTRIES<br />
2011 <strong>Tourism</strong><br />
Spending<br />
Accommodations $16.5B<br />
Food & Beverage $24.1B<br />
Ground Transportation and Fuel $18.0B<br />
Arts, Entertainment & Recreation $14.5B<br />
Retail Sales $15.5B<br />
Source: <strong>California</strong> Travel Impacts by County, Dean Runyan Associates; Visit <strong>California</strong>
ADVERTISING IMPACT<br />
Food & beverage<br />
$5.27 billion<br />
Accommodations<br />
$7.81 billion<br />
Four-year totals by sector<br />
O<strong>the</strong>r<br />
$0.83 billion<br />
Attractions<br />
$2.72 billion<br />
* In-state transportation includes rental cars and in-state flights. Source: SMARI, Rakuten Research<br />
Shopping<br />
$3.04 billion<br />
Entertainment<br />
$0.72 billion<br />
In-state<br />
transportation*<br />
$3.86 billion<br />
VISIT CALIFORNIA | 7
IMPACT: CENTRAL COAST<br />
2009 2011 (estimate)<br />
• Total direct spending $3.4 B $3.8 B<br />
• <strong>Tourism</strong>-supported jobs 35,500 35,500<br />
• Local tax receipts $51 M $56 M<br />
• State tax receipts $135 M $142 M<br />
Source: <strong>California</strong> Travel Impacts by County, Dean Runyan Associates; Visit <strong>California</strong>
IMPACT: VENTURA COUNTY<br />
State Ventura<br />
• Total Direct Travel Spending $95.1B $2.8B<br />
• Hotel and Motel Spending $47B $1B<br />
Source: <strong>California</strong> Travel Impacts by County, Dean Runyan Associates; Visit <strong>California</strong>
DESTINATION MARKETING<br />
COLLABORATION
Ranking Global Destinations 11-12 Budget (US$, Millions)<br />
1 Las Vegas $230.00<br />
2 Mexico $173.80<br />
3 UK $160.00<br />
4 Australia $106.70<br />
5 Turkey $96.80<br />
6 France $96.00<br />
7 Canada $91.90<br />
8 S Korea $80.50<br />
9 Hawaii $74.90<br />
10 Orlando $56.00<br />
11 Italy $56.60<br />
12 Illinois $54.60<br />
13 Germany $50.80<br />
14 Florida $50.00<br />
14 <strong>California</strong> $50.00<br />
16 NYC $36.40<br />
17 Texas $35.70<br />
18 Michigan $27.40<br />
19 Montana $17.80<br />
20 Virginia $17.30
WORKING TOGETHER …<br />
Present Commissioners:<br />
• Cody Plott – President & COO, Pebble Beach Company<br />
• Jay Jamison – CEO & GM, Pismo <strong>Coast</strong> Village, Inc.<br />
• Noreen Martin – CEO, Martin Resorts, Inc.<br />
Local Strategic Partners:<br />
• Tracy Farhad – Executive Director, <strong>Central</strong> <strong>Coast</strong> <strong>Tourism</strong><br />
Council<br />
• Kathy Janega-Dykes -
VISIT CALIFORNIA INDUSTRY<br />
LEADERSHIP<br />
Jeff Senior<br />
Vice Chair of Marketing<br />
Fairmont Raffles<br />
Hotels International<br />
Kathy Turner<br />
Vice Chair of Operations<br />
Enterprise Holdings<br />
Rusty Gregory<br />
Chief Fiscal Officer<br />
Mammoth Mountain Ski Area
VISIT CALIFORNIA<br />
LEADERSHIP<br />
CAROLINE BETETA<br />
President & CEO<br />
VISIT CALIFORNIA<br />
Chair of <strong>the</strong> Board<br />
BRAND USA
• Voting is open from March 11-April 1
VISIT CALIFORNIA MARKETING PLAN:<br />
GLOBAL BRAND<br />
APPROACH
DOMESTIC VS. INTERNATIONAL<br />
SPENDING
Worldwide Representation<br />
U.K. | Australia | Japan | Germany | Mexico | S. Korea<br />
China | India | Brazil | France | Italy | Scandinavia<br />
VISIT CALIFORNIA | 19
• Nation’s first<br />
coordinated effort to<br />
market U.S. as tourist<br />
destination<br />
• Unveiled its global<br />
marketing campaign<br />
in April 2012
BRAND USA INSPIRATION GUIDE<br />
• Printed Global Distribution: 400,000<br />
• Language specific for 13 international audiences<br />
• Visit <strong>California</strong> spread in each section<br />
• Great Outdoors<br />
• Culture<br />
• Urban Excitement<br />
• Indulgence<br />
• Interactive eBook editions of <strong>the</strong> Visitor Guide on<br />
DiscoverAmerica.com<br />
• Contact: Miles Partnership, Lisa Schwartz<br />
•lisa.schwartz@MilesPartnership.com<br />
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NATIVE CONTENT CREATION WITH<br />
BRAND USA<br />
Creates all-new, in-language multimedia content for<br />
destinations<br />
• Content will be created from <strong>the</strong> appropriate international<br />
traveler’s perspective, in <strong>the</strong> language of <strong>the</strong> market<br />
selected<br />
• Content will provide au<strong>the</strong>ntic, “like never before” content<br />
focused heavily on actionable experiences, not destination<br />
overview or “commercial” content<br />
Visit <strong>California</strong> funding creation of two videos per<br />
region
CONSUMER BRAND<br />
ADVERTISING<br />
Commercial Suite<br />
• “Misconceptions”<br />
• “Out There”<br />
• “Good Life”<br />
• “Friends In High Places”<br />
• “Kids at Play”<br />
Branded Content Integrations<br />
Broadcast Added Value
GLOBAL ADVERTISING<br />
EFFECTIVENESS<br />
Brand Advertising in <strong>the</strong> U.S., Canada, U.K. & Australia<br />
Audience: 68.9 Million<br />
Aware Households: 69% or 47 Million<br />
Media Costs: $23.68 Million<br />
Incremental Trips: 3.8 Million<br />
Incremental Spend: $5.5 Billion<br />
ROI: $231 to $1<br />
Tax ROI: $15 to $1<br />
Source: SMARI
‘MISCONCEPTIONS’<br />
25
‘OUT THERE’
‘THE GOOD LIFE’<br />
27<br />
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‘FRIENDS IN HIGH PLACES’<br />
28
ENTERTAINMENT TONIGHT<br />
CONTENT INTEGRATION<br />
Multi-platform integration<br />
program includes:<br />
• 10 content integrations featuring<br />
well-known <strong>California</strong> Dreamers<br />
and <strong>the</strong> destinations to which<br />
<strong>the</strong>y are connected<br />
• Online extensions with<br />
ETOnline.com & TheInsider.com<br />
• Embed links to promote ET<br />
content via Visit <strong>California</strong>’s<br />
owned channels
ET INTEGRATION: KATY PERRY
PUBLICATIONS
VISIT CALIFORNIA CONSUMER WEBSITE<br />
Visit<strong>California</strong>.com<br />
+ 12 international domains<br />
• Editorial from Web site is utilized in<br />
o<strong>the</strong>r owned channels, including email<br />
newsletters and iPad app, and across all<br />
international domains<br />
Global Web site Metrics<br />
(FY 11 - 12)<br />
• 4,632,4734 visits<br />
• 1.5 MM International<br />
• 5.02 pages/visit<br />
• 4:00– time on site<br />
VISIT CALIFORNIA | 32
VISITCALIFORNIA.COM Inside<br />
Articles<br />
Trip Ideas<br />
<strong>California</strong><br />
Fives<br />
Scoops<br />
Must<br />
Sees
VISIT CALIFORNIA SOCIAL MEDIA<br />
PROGRAM<br />
Facebook (facebook.com/visitca)<br />
• 243,700 (as of January 15, 2013)<br />
• Partners have <strong>the</strong> opportunity to reach<br />
fans by posting on our wall (including<br />
photos)<br />
Twitter (@VisitCA)<br />
• 25,518 followers (as of January 15, 2013)<br />
• Partners can tweet using <strong>the</strong> #VisitCA<br />
hashtag and/or including our Twitter<br />
handle in <strong>the</strong>ir tweet (@VisitCA)<br />
VISIT CALIFORNIA | 34
VISIT CALIFORNIA MOBILE PROGRAM<br />
Mobile platform has launched and is seeing<br />
solid usage<br />
• Mobile web provides breadth and is<br />
accessible across devices<br />
• iPad app provides depth of content and<br />
interactivity<br />
• Google Currents adds presence across<br />
platforms and devices<br />
Mobile Web site Metrics<br />
(January – December 2012)<br />
• 536,518 visits<br />
• 4.76 pages/visit<br />
• 1:13 – time on site<br />
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CALIFORNIA RESTAURANT MONTH<br />
• Target high-value culinary travelers<br />
during off-peak season<br />
• Statewide communications platform<br />
for 31 destination “Restaurant<br />
Months/Weeks”<br />
• January 2013 is third year<br />
• 35.8 M impressions in 2012<br />
• $2.06 M media value
RURAL GRANT PROGRAM<br />
<strong>Central</strong> <strong>Coast</strong> <strong>Tourism</strong> Council (CCTC) won <strong>the</strong> RFP to represent <strong>the</strong> <strong>Central</strong> <strong>Coast</strong><br />
region for FY12/13 through 14/15.<br />
Rural Regional Grant<br />
• In FY12/13, Visit <strong>California</strong> is granting $30,000 to each rural regional entity,<br />
including CCTC.<br />
Multi-Regional Grant<br />
• In FY11/12, Visit <strong>California</strong> granted $50,000 total to <strong>the</strong> rural regions.<br />
• $20,000 of it was allotted to <strong>the</strong> Visa Vue program through Visa International,<br />
providing international visitation and spending by region..<br />
Remaining grant funds were available for regional groups to submit applications<br />
Two programs were funded<br />
• High Sierra & <strong>Central</strong> <strong>Coast</strong><br />
• North <strong>Coast</strong> & Shasta Cascade
TOP VISIT CALIFORNIA PARTNERSHIP OPS
TRAVEL TRADE – SALES MISSIONS AND<br />
TRADE SHOWS – PAID OPPORTUNITIES<br />
• Visit <strong>California</strong> hosts and leads sales mission and trade shows in<br />
key international markets throughout <strong>the</strong> year.<br />
• Benefits of participation include:<br />
• Podium time, 1-on-1 appointments, training, consumer and<br />
trade outreach<br />
• <strong>California</strong> industry networking<br />
VISIT CALIFORNIA | 40
PRESS – MEDIA EVENTS – PAID<br />
OPPORTUNITIES<br />
• Visit <strong>California</strong> hosts large scale media<br />
events for top-tier media<br />
– New York event occurs in early Spring<br />
– Los Angeles and San Francisco media<br />
events rotate on an 18 month<br />
calendar<br />
– Purchase booth space at Visit<br />
<strong>California</strong> Media Events<br />
– Network with key media and o<strong>the</strong>r<br />
<strong>California</strong> industry members<br />
– Distribute content directly to media<br />
VISIT CALIFORNIA | 41
VISIT CALIFORNIA CONSUMER WEBSITE<br />
– PAID OPPORTUNITIES<br />
*U.S. site only<br />
Banner advertising is available throughout<br />
Visit<strong>California</strong>.com* and is sold by Sunset<br />
Cost<br />
•$35 CPC for 180x150 banner ad<br />
Contact<br />
Melinda Sheehan<br />
Advertising Director<br />
650/324-5631<br />
650/322-1043 fax<br />
sheehanm@sunset.com<br />
VISIT CALIFORNIA | 42
VISIT CALIFORNIA CONSUMER EMAIL<br />
PROGRAM – PAID OPPORTUNITIES<br />
Banner advertising and/or advertorial style<br />
advertising space is available within Visit<br />
<strong>California</strong>’s monthly consumer email* and is sold<br />
by Sunset<br />
Cost<br />
•$1,500 for part of digital program<br />
•$2,000 for a stand alone ad<br />
Contact<br />
Melinda Sheehan<br />
Advertising Director<br />
650/324-5631<br />
650/322-1043 fax<br />
sheehanm@sunset.com<br />
*U.S. email only<br />
VISIT CALIFORNIA | 43
CONSUMER PRINT PUBLICATIONS –<br />
ADVERTISING OPPORTUNITIES<br />
Advertising space sold by Sunset<br />
Cost<br />
•$9,210 - $68,380 for Display ads<br />
•$1,040 for an enhanced listing<br />
Calendar<br />
•Space close, material due August 31, 2013<br />
•Deadline for electronic listing, August 31, 2013<br />
Contact<br />
Melinda Sheehan<br />
Advertising Director<br />
650/324-5631<br />
650/322-1043 fax<br />
sheehanm@sunset.com<br />
VISIT CALIFORNIA | 44
CONSUMER PRINT PUBLICATIONS –<br />
ADVERTISING OPPORTUNITIES<br />
Advertising space is sold by Sunset<br />
Cost*<br />
•$3,150 - $21,000 for Display ads<br />
Calendar<br />
•2012 guide is currently closed<br />
•2013 sales will begin in January 2013<br />
•Materials close date would be an or around March 1,<br />
2013<br />
Contact<br />
Melinda Sheehan<br />
Advertising Director<br />
650/324-5631<br />
650/322-1043 fax<br />
sheehanm@sunset.com<br />
*2012 rates – 2013 rates TBD<br />
VISIT CALIFORNIA | 45
CALIFORNIA FUN SPOTS<br />
Visit <strong>California</strong>’s longest running co-op (25 years) and one of its<br />
most successful<br />
• Includes extended listings, photos and downloadable coupons<br />
on visitcalifornia.com/funspots<br />
• Record 53 partners in 2013<br />
VISIT CALIFORNIA | 46
CALIFORNIA STATE PARKS MAP<br />
A large fold-out map highlighting all 278 parks<br />
and fun things to do<br />
Distribution includes all <strong>the</strong> park entrances,<br />
<strong>California</strong> Welcome Centers and CVBs.<br />
Maps begin distribution at parks in May and last<br />
throughout <strong>the</strong> year, while quantities last.<br />
VISIT CALIFORNIA | 47
VISIT CALIFORNIA CONSUMER WEBSITE<br />
– NO COST OPPORTUNITIES<br />
• Editorial mentions<br />
• Must Sees & Inside Scoops<br />
• Content Submission<br />
• Trip Ideas (Itineraries)<br />
• Business listings with custom text<br />
• Event listings
CWC LOCATIONS<br />
• Alpine<br />
• Anderson<br />
• Arcata<br />
• Auburn<br />
• Barstow<br />
• Buena Park<br />
• El Dorado Hills<br />
• Mammoth Lakes<br />
• Merced<br />
• Oceanside<br />
• Oxnard<br />
• Pismo Beach<br />
• Salinas<br />
• San Francisco<br />
• San Bernardino<br />
• San Mateo<br />
• Santa Rosa<br />
• Truckee<br />
• Tulare<br />
• Yucca Valley<br />
49
EVERYTHING ALL IN ONE PLACE!<br />
INDUSTRY.VISITCALIFORNIA.COM<br />
• Browse Programs<br />
• Submit Content<br />
• Find Research<br />
• Access Media and<br />
Travel Trade Portals<br />
• Digital Assets<br />
VISIT CALIFORNIA | 50
YOUR INDUSTRY<br />
REPRESENTATIVE<br />
REBECCA ALMANZA<br />
ralmanza@visitcalifornia.com
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