Binder - the California Tourism Industry Website

Marketing Promotions
“Hooray Los Angeles” was the theme of closing night at International Pow
Wow, but we in California are saying “Hooray for Pow Wow.” The event’s two
consecutive years in California – including San Francisco in 2011 – will mean an
additional $800 million in travel-related spending here over the next few years.
International Pow Wow is the largest global trade show for U.S. travel
products, and we used the grand stage on April 21-25 to increase California
tourism’s visibility, to meet with California travel industry leaders, and to
launch eight post-Pow Wow fams around the state for 178 travel trade and
media.
Visit California’s special “Club California” lounge area was a great place to hold
breakfasts and wine receptions and to meet with assessed industry leaders. I
hope those of you who were able to stop by enjoyed its convenience and
confident statement about California travel and tourism.
We’re so pleased that Brand USA used Pow Wow to launch the exciting new
national campaign that invites the world to “Discover this land, like never
before.” We’re looking forward to working closely with them on strategic
planning so that Visit California promotions complement their efforts. That is
part of our new strategy for global planning that will stretch our marketing
dollars with universal themes that translate across markets and create desire
for the California experience.
Celebrity spokespeople also figure into the strategy, and actor Rob Lowe’s
expanded role as California’s official “unofficial” spokesperson continues to
enrich the California brand. This spring, Visit California posted nine Rob Lowe
videos on visitcalifornia.com in which the TV and film star gives his insider tips
about his favorite California places and activities – everything from “The
Ultimate Road Trip” to his “Favorite Eats.” In an early April satellite media tour,
Lowe shared his love of California in 32 interviews – which have resulted in
more than 11 million media impressions.
The ability for a promotion to transcend markets was proven in March, when
we learned that judges of the Travel Marketing Awards awarded three top
honors to the Visit California team in the U.K. Visit California’s efforts went up
against the best, and Virgin Atlantic was the only brand to win more TMA
awards. Congratulations to the team on these winners: Best Poster Campaign