Central Coast Tourism Council's Annual Retreat - the California ...

TRACI WARD 

Director of Consumer Marketing 

Visit California

OBJECTIVES 

• State of the Industry 

• Visit California Overview 

• Marketing Program/Globalization 

• Rural Grant Program 

• Partnership Opportunities

STATE OF THE 

INDUSTRY

TOURISM MEANS JOBS 

• 1 in 9 U.S. jobs depends 

on travel and tourism 

• Every 35 international 

visitors = 1 American job 

• 90 international visitors 

= 1 California job 

• Every 1% increase in 

visitor spending = 8,730 

new jobs in California

STATE OF 

CALIFORNIA TRAVEL 

• $102.3 billion in visitorrelated 

spending in 2011 

- up 7.6% 

• 893,000 California travelrelated 

jobs - up 1.5% 

• $6.3 billion in local and 

state tax revenue - up 

10.1% and 0.4%, 

respectively

TOURISM IMPACTS 

MULTIPLE INDUSTRIES 

2011 Tourism 

Spending 

Accommodations $16.5B 

Food & Beverage $24.1B 

Ground Transportation and Fuel $18.0B 

Arts, Entertainment & Recreation $14.5B 

Retail Sales $15.5B 

Source: California Travel Impacts by County, Dean Runyan Associates; Visit California

ADVERTISING IMPACT 

Food & beverage 

$5.27 billion 

Accommodations 

$7.81 billion 

Four-year totals by sector 

Other 

$0.83 billion 

Attractions 

$2.72 billion 

* In-state transportation includes rental cars and in-state flights. Source: SMARI, Rakuten Research 

Shopping 

$3.04 billion 

Entertainment 

$0.72 billion 

In-state 

transportation* 

$3.86 billion 

VISIT CALIFORNIA | 7

IMPACT: CENTRAL COAST 

2009 2011 (estimate) 

• Total direct spending $3.4 B $3.8 B 

• Tourism-supported jobs 35,500 35,500 

• Local tax receipts $51 M $56 M 

• State tax receipts $135 M $142 M 


IMPACT: VENTURA COUNTY 

State Ventura 

• Total Direct Travel Spending $95.1B $2.8B 

• Hotel and Motel Spending $47B $1B 


DESTINATION MARKETING 

COLLABORATION

Ranking Global Destinations 11-12 Budget (US$, Millions) 

1 Las Vegas $230.00 

2 Mexico $173.80 

3 UK $160.00 

4 Australia $106.70 

5 Turkey $96.80 

6 France $96.00 

7 Canada $91.90 

8 S Korea $80.50 

9 Hawaii $74.90 

10 Orlando $56.00 

11 Italy $56.60 

12 Illinois $54.60 

13 Germany $50.80 

14 Florida $50.00 

14 California $50.00 

16 NYC $36.40 

17 Texas $35.70 

18 Michigan $27.40 

19 Montana $17.80 

20 Virginia $17.30

WORKING TOGETHER … 

Present Commissioners: 

• Cody Plott – President & COO, Pebble Beach Company 

• Jay Jamison – CEO & GM, Pismo Coast Village, Inc. 

• Noreen Martin – CEO, Martin Resorts, Inc. 

Local Strategic Partners: 

• Tracy Farhad – Executive Director, Central Coast Tourism 

Council 

• Kathy Janega-Dykes -

VISIT CALIFORNIA INDUSTRY 

LEADERSHIP 

Jeff Senior 

Vice Chair of Marketing 

Fairmont Raffles 

Hotels International 

Kathy Turner 

Vice Chair of Operations 

Enterprise Holdings 

Rusty Gregory 

Chief Fiscal Officer 

Mammoth Mountain Ski Area

VISIT CALIFORNIA 

LEADERSHIP 

CAROLINE BETETA 

President & CEO 

VISIT CALIFORNIA 

Chair of the Board 

BRAND USA

• Voting is open from March 11-April 1

VISIT CALIFORNIA MARKETING PLAN: 

GLOBAL BRAND 

APPROACH

DOMESTIC VS. INTERNATIONAL 

SPENDING

Worldwide Representation 

U.K. | Australia | Japan | Germany | Mexico | S. Korea 

China | India | Brazil | France | Italy | Scandinavia 


• Nation’s first 

coordinated effort to 

market U.S. as tourist 

destination 

• Unveiled its global 

marketing campaign 

in April 2012

BRAND USA INSPIRATION GUIDE 

• Printed Global Distribution: 400,000 

• Language specific for 13 international audiences 

• Visit California spread in each section 

• Great Outdoors 

• Culture 

• Urban Excitement 

• Indulgence 

• Interactive eBook editions of the Visitor Guide on 

DiscoverAmerica.com 

• Contact: Miles Partnership, Lisa Schwartz 

•lisa.schwartz@MilesPartnership.com 


NATIVE CONTENT CREATION WITH 

BRAND USA 

Creates all-new, in-language multimedia content for 

destinations 

• Content will be created from the appropriate international 

traveler’s perspective, in the language of the market 

selected 

• Content will provide authentic, “like never before” content 

focused heavily on actionable experiences, not destination 

overview or “commercial” content 

Visit California funding creation of two videos per 

region

CONSUMER BRAND 

ADVERTISING 

Commercial Suite 

• “Misconceptions” 

• “Out There” 

• “Good Life” 

• “Friends In High Places” 

• “Kids at Play” 

Branded Content Integrations 

Broadcast Added Value

GLOBAL ADVERTISING 

EFFECTIVENESS 

Brand Advertising in the U.S., Canada, U.K. & Australia 

Audience: 68.9 Million 

Aware Households: 69% or 47 Million 

Media Costs: $23.68 Million 

Incremental Trips: 3.8 Million 

Incremental Spend: $5.5 Billion 

ROI: $231 to $1 

Tax ROI: $15 to $1 

Source: SMARI

‘MISCONCEPTIONS’ 

25

‘OUT THERE’

‘THE GOOD LIFE’ 

27 


‘FRIENDS IN HIGH PLACES’ 

28

ENTERTAINMENT TONIGHT 

CONTENT INTEGRATION 

Multi-platform integration 

program includes: 

• 10 content integrations featuring 

well-known California Dreamers 

and the destinations to which 

they are connected 

• Online extensions with 

ETOnline.com & TheInsider.com 

• Embed links to promote ET 

content via Visit California’s 

owned channels

ET INTEGRATION: KATY PERRY

PUBLICATIONS

VISIT CALIFORNIA CONSUMER WEBSITE 

VisitCalifornia.com 

+ 12 international domains 

• Editorial from Web site is utilized in 

other owned channels, including email 

newsletters and iPad app, and across all 

international domains 

Global Web site Metrics 

(FY 11 - 12) 

• 4,632,4734 visits 

• 1.5 MM International 

• 5.02 pages/visit 

• 4:00– time on site 


VISITCALIFORNIA.COM Inside 

Articles 

Trip Ideas 

California 

Fives 

Scoops 

Must 

Sees

VISIT CALIFORNIA SOCIAL MEDIA 

PROGRAM 

Facebook (facebook.com/visitca) 

• 243,700 (as of January 15, 2013) 

• Partners have the opportunity to reach 

fans by posting on our wall (including 

photos) 

Twitter (@VisitCA) 

• 25,518 followers (as of January 15, 2013) 

• Partners can tweet using the #VisitCA 

hashtag and/or including our Twitter 

handle in their tweet (@VisitCA) 


VISIT CALIFORNIA MOBILE PROGRAM 

Mobile platform has launched and is seeing 

solid usage 

• Mobile web provides breadth and is 

accessible across devices 

• iPad app provides depth of content and 

interactivity 

• Google Currents adds presence across 

platforms and devices 

Mobile Web site Metrics 

(January – December 2012) 

• 536,518 visits 

• 4.76 pages/visit 

• 1:13 – time on site 


CALIFORNIA RESTAURANT MONTH 

• Target high-value culinary travelers 

during off-peak season 

• Statewide communications platform 

for 31 destination “Restaurant 

Months/Weeks” 

• January 2013 is third year 

• 35.8 M impressions in 2012 

• $2.06 M media value

RURAL GRANT PROGRAM 

Central Coast Tourism Council (CCTC) won the RFP to represent the Central Coast 

region for FY12/13 through 14/15. 

Rural Regional Grant 

• In FY12/13, Visit California is granting $30,000 to each rural regional entity, 

including CCTC. 

Multi-Regional Grant 

• In FY11/12, Visit California granted $50,000 total to the rural regions. 

• $20,000 of it was allotted to the Visa Vue program through Visa International, 

providing international visitation and spending by region.. 

Remaining grant funds were available for regional groups to submit applications 

Two programs were funded 

• High Sierra & Central Coast 

• North Coast & Shasta Cascade

TOP VISIT CALIFORNIA PARTNERSHIP OPS

TRAVEL TRADE – SALES MISSIONS AND 

TRADE SHOWS – PAID OPPORTUNITIES 

• Visit California hosts and leads sales mission and trade shows in 

key international markets throughout the year. 

• Benefits of participation include: 

• Podium time, 1-on-1 appointments, training, consumer and 

trade outreach 

• California industry networking 


PRESS – MEDIA EVENTS – PAID 

OPPORTUNITIES 

• Visit California hosts large scale media 

events for top-tier media 

– New York event occurs in early Spring 

– Los Angeles and San Francisco media 

events rotate on an 18 month 

calendar 

– Purchase booth space at Visit 

California Media Events 

– Network with key media and other 

California industry members 

– Distribute content directly to media 



– PAID OPPORTUNITIES 

*U.S. site only 

Banner advertising is available throughout 

VisitCalifornia.com* and is sold by Sunset 

Cost 

•$35 CPC for 180x150 banner ad 

Contact 

Melinda Sheehan 

Advertising Director 

650/324-5631 

650/322-1043 fax 

sheehanm@sunset.com 


VISIT CALIFORNIA CONSUMER EMAIL 

PROGRAM – PAID OPPORTUNITIES 

Banner advertising and/or advertorial style 

advertising space is available within Visit 

California’s monthly consumer email* and is sold 

by Sunset 

Cost 

•$1,500 for part of digital program 

•$2,000 for a stand alone ad 

Contact 



650/324-5631 

650/322-1043 fax 


*U.S. email only 


CONSUMER PRINT PUBLICATIONS – 

ADVERTISING OPPORTUNITIES 

Advertising space sold by Sunset 

Cost 

•$9,210 - $68,380 for Display ads 

•$1,040 for an enhanced listing 

Calendar 

•Space close, material due August 31, 2013 

•Deadline for electronic listing, August 31, 2013 

Contact 



650/324-5631 

650/322-1043 fax 



CONSUMER PRINT PUBLICATIONS – 

ADVERTISING OPPORTUNITIES 

Advertising space is sold by Sunset 

Cost* 

•$3,150 - $21,000 for Display ads 

Calendar 

•2012 guide is currently closed 

•2013 sales will begin in January 2013 

•Materials close date would be an or around March 1, 

2013 

Contact 



650/324-5631 

650/322-1043 fax 


*2012 rates – 2013 rates TBD 


CALIFORNIA FUN SPOTS 

Visit California’s longest running co-op (25 years) and one of its 

most successful 

• Includes extended listings, photos and downloadable coupons 

on visitcalifornia.com/funspots 

• Record 53 partners in 2013 


CALIFORNIA STATE PARKS MAP 

A large fold-out map highlighting all 278 parks 

and fun things to do 

Distribution includes all the park entrances, 

California Welcome Centers and CVBs. 

Maps begin distribution at parks in May and last 

throughout the year, while quantities last. 



– NO COST OPPORTUNITIES 

• Editorial mentions 

• Must Sees & Inside Scoops 

• Content Submission 

• Trip Ideas (Itineraries) 

• Business listings with custom text 

• Event listings

CWC LOCATIONS 

• Alpine 

• Anderson 

• Arcata 

• Auburn 

• Barstow 

• Buena Park 

• El Dorado Hills 

• Mammoth Lakes 

• Merced 

• Oceanside 

• Oxnard 

• Pismo Beach 

• Salinas 

• San Francisco 

• San Bernardino 

• San Mateo 

• Santa Rosa 

• Truckee 

• Tulare 

• Yucca Valley 

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EVERYTHING ALL IN ONE PLACE! 

INDUSTRY.VISITCALIFORNIA.COM 

• Browse Programs 

• Submit Content 

• Find Research 

• Access Media and 

Travel Trade Portals 

• Digital Assets 


YOUR INDUSTRY 

REPRESENTATIVE 

REBECCA ALMANZA 

ralmanza@visitcalifornia.com

Central Coast Tourism Council's Annual Retreat - the California ...

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