France & Belgium - Colorado.com

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France & Belgium - Colorado.com

France & Belgium

YEAR END REPORT

FY 09

Express Conseil

5 bis, rue du Louvre

75001 Paris – France


Market overview

France

• 1.243,942 French arrivals to the US in 2008 (+24.7%)

• Ways of booking:

→ 78 % make their own travel arrangements

→ 14% book their vacations through a travel agency or wholesaler

•French travelers enjoy 6 to 9 weeks of vacation per year

•Pick months for traveling to the US: April, July – August & October

•Average length of stay in hotels or motels: 15.8 nights

•Average number of States visited during a trip to the US: 1.6

•French travellers visit Colorado for:

‐ Its landscape landscape, spectacular sites and wildlife

‐ Numerous National Parks and monuments

‐ The variety of activities for each season (skiing, climbing, rafting…)

‐ Train experience and Gold Rush stories


Market overview

Belgium

•More than 260,000 Belgians visited the US in 2008 (up 23 percent from 2007)

•Belgians spend an average of 13 days in the US

•Most take a “sun” vacation each summer and a ski vacation each winter

• The average Belgian visitor spends $2,500 (w/o airfare) while in the US

•The US is the most popular long‐haul destination for Belgian travellers

• Their means of travel within the US are rental car, railway and bus

•Many take k one of f the h eight ihnon‐stop dil daily flights fli h ffrom Brussels l to the h US S

•Belgian travellers visit Colorado for:

‐ Its landscape, spectacular sites and wildlife

‐ Its National Parks and monuments

‐ Its multiple activities for each season (skiing, climbing, rafting…)


Summary of Major Accomplishments FY 09

Mdi/T Media/ Trade d

PR Equivalency report

Total PR equivalency (July 2008 ‐June 2009) $5,736,132

Increase compared to FY08 +86% 86%

Tour Operator Inventory

Number of French & Belgian tour ops featuring CO 76

Achieved increase of tour operators featuring CO +33%

Achieved increase of CO products & tours +36%


• Media Summary

• Press releases

• PR Equivalency

• Press trips

MEDIA ACTIVITIES


Media summary

Number of issued press releases 8

Number of individual press trips 2

Total amount of Media coverage $5,736,132

Proactive Media calls/ meetings 81


• What’s New in Colorado – Oct 2008

• Ski season in Colorado – Nov 2008

Press releases

• National Western Stock Show – Dec 2008

• Denver March Pow Wow 2009 – Jan 2009

• Historic Trains in Colorado – April 2009

• Six French product managers on a fam trip to Colorado – May 2009

• Wonders of the National Parks in Colorado – May y 2009

• Green Tourism in Colorado – June 2009


→ See annex section

Month

PR Equivalency

Total Equivalency FY09

USD

July 08* 15,215 15,215

AAugust t08* 08* ‐ ‐

September 08* 80,815 96,030

Combined

Equivalency USD

October 08 142,096 238,126 ‐171,594

November 08 1,524,830 1,762,956 +455,933

December 08 597,135 2,360,091 +932,714

January 09 601,941 2,962,032 ‐26%

February 09 196,388 3,158,420 ‐45%

MMarch h09 09 402 402,344 344 33,560,764 560 764 +872% 872%

April 09 983,009 4,543,773 +919%

May 09 245,598 4,789,371 ‐1%

June 09 946,761 5,736,132 +1146%

TOTAL FY09 5,736,132

*P *Press Clippings Cli i SService i ffor FY09 restarted t t d end d of f September S t b 2008

Comparison FY08

by Month


Press trips

Individual media trip – France Bleu Ile de France radio

• Journalist: Michel Renault

•Dates of press trip: March 5‐11, 2009

•Date of broadcast: March 27

•90 minutes dedicated to Colorado on air

• Approx Approx. 500 500,000 000 listeners to the Colorado special broadcast

Individual media trip – Hachette Travel Guide

• Journalist: Pascale Desclos

•Dates of the trip: May 23‐27, 2009

• National Parks of the US West guide, including Durango, Mesa Verde National

Park and Great Sand Dunes National Park


• Trade summary

• Trade e‐mailings

TRADE ACTIVITIES

• Trade educational seminars

• Co‐op with Voyageurs du Monde

• Trade familiarization trips

• Sales mission

• Pow Wow


Trade summary

Proactive sales calls 87

Trade brochure requests 74

Tour operators featuring Colorado 76

Colorado products 227

Number of travel agents trained 358


• What’s new in Colorado –Sept. 08

Colorado FY9 calendar mailing g – Oct. 08

Colorado ski opening season –Dec. 08

• GGreen Tourism T i in i Colorado C l d – JJune. 09

Trade e‐mailings


Trade educational seminars

VUSA Workshops:

• Marseille – Sep Sep. 9, 9 2008 (70 travel agents)

• Brussels –March 9, 2009 (160 travel agents and 28 journalists)

Jetset Roadshow:

• Marseille –April 7, 2009 (29 travel agents)

•Toulouse –April 9, 2009 (33 travel agents)

• Nantes – May 26 26, 2009 ((32 travel agents)

• Lille –May 28, 2009 (34 travel agents)

→ Results: 358 agents trained on Colorado


Co‐op with Voyageurs du Monde

• Jan Jan./ / May 09

•#6 in the top 10 tour operators selling the US

•Already featured 3 itineraries exclusively dedicated to Colorado

• 1,625 French passengers spent at least one night in Colorado in 2008

• Sponsorship of Colorado and Voyageurs du Monde key words on Google

•Creation of new Colorado products:

→ New ski program: «Dans la poudreuse des Rocheuses Américaines du Colorado » with Keystone, Vail

and Breckenridge

→ “Le Colorado à toute vapeur” –13 days/ 11 nights in Colorado, dedicated to

discovering Colorado by train

• Results:

→ Approx. 10,500 clicks on Colorado programs

→ 50 requests for booking


Trade familiarization trips

Group Trade Fam – April 15/21, 2009

•A 6‐day itinerary included visits of Denver/ Colorado Springs/ Salida/ Buena Vista/

Alamosa/ Great Sand Dunes NP/ Durango/ Mesa Verde NP

• Participants:

→ Jetset: Charles Julien

→ USA Veo: Régis Mikelbrencis

→ Maison des États‐Unis: David Chaumeil

→ Let’s Go Travel: Renaud Defosse

→ Aventuria: Elodie Hervat

→ Comptoir des États‐Unis : Emilien Leboucher

• Results: 2 new programs exclusively on Colorado (Maison des Etats Etats‐Unis Unis and USA Veo) + 2

others including Colorado (USA Veo)

→ See annex section

IIndividual di id lFFam Ti Trip – DDestination i i Poudreuse P d – MMarch h24/ 24/ AApril il11st, 2009

•Ski fam trip

• Results: This company will sell 6 Colorado ski resorts for 2009 Winter

season and 2010 Spring p gseason


Sales mission

Colorado delegation: Diana Carey (Colorado Tourism Office) and Jayne Buck (Denver CVB)

•Dates: April 27/ 30, 2009

• 12 scheduled trade appointments in Paris and Lyon

‐ Follow‐up with all tour operators after the mission

Colorado media lunch on April 28

• 8 journalists attended the Colorado event

→ Alain Coffre, Business Traveller France

→ Nathalie Chahine, l’Express

→ Michel Renault, France Bleu IDF

→ Michaella Brunet, Luxe‐magazine.com

→ Yves Barraud, TourMag.com

→ Régine Cavarallo, Ulysse

→ Jean Jean‐Paul Paul Calvet, Calvet Weva

→ Aliette de Crozet, Atmosphère


•May 16/ 21, 2009

Pow Wow

•EC attended Pow Wow 2009 in Miami on behalf of CTO

• Appointments conducted with the following French buyers:

→ Voyageurs aux Etats‐Unis –Jean‐Marie Douau

→ Jetset – Florence Trouillard

→ Kuoni – Maureen Lachant

→ Usa Veo –Régis Mikelbrencis

→ Destinations – Katia Martz

• Follow‐up with all tour operators after the

show


CONSUMER ACTIVITIES

• Multi‐component promotion summary

• Voyages‐sncf.com

• Lagardère g Active

• Dailymotion

• L’Internaute

• “Des Des Américains à Paris Paris” event

Colorado advertising


Multi‐component promotion summary

Partners Dates Details Results

Voyages‐sncf.com Sept. 2 –Oct. 4, 08 • #1 online purchasing website in

France, mostly for French trains

•Four‐week online campaign

•Partnership with Expedia

a e s p ped a ooado

Lagardère Active Sept 11 ‐ Oct 2 , 08 •Joint consumer magazine, online and

internet mobile campaign

•Quiz contest with a trip to win for two

tto CColorado l d

Dailymotion March 9 ‐ 31, 09 • Competitor of YouTube in France

Colorado online campaign on

Dailymotion.fr travel channel

L’Internaute April 6 –May 4, 09 • Colorado online campaign on

l’Internaute.com travel channel

Colorado banners directly linked to

«Des Américains à

Paris » event

Colorado

advertising

colorado colorado.com com French version

May 8 ‐ 10, 09 • Colorado Consumer promotion

• Booth dedicated to Colorado

•Give out Colorado materials

July and Sept. 09

issue

•2 Colorado print adverts in:

•Trek magazine – readership: 120,000

•Grands Reportages – readership:

211,536

• 10,600 clicks on Colorado

banners and e‐newsletter

• +39% of purchased nights

in Colorado

•Big success: 7,228

contestants

• 2,111 clicks

• Approx. 100 Colorado

videos seen in 2 weeks

•Big success: 13,992 clicks

• 800 brochures handed

out in 3 days

To date


Voyages‐sncf.com

•Four‐week on‐line campaign

Colorado featured through a four‐page advertorial including an offer by partner tour

operator Expedia

•4 illustrated banners running regularly

• Results: Expedia registered an increase of +39% of purchased nights in Colorado

(= 457 nights as of Nov. 16 2008)

→ See annex section

Lagardère Active

•Joint consumer magazine – online ‐ internet mobile campaign

•Four‐week web –print ‐ mobile Internet campaign in various media including Elle.fr

+ Première + Télé7Jours websites and Public, weekly people magazine

•Quiz contest to win a trip for two to Colorado

• Results: Contest very successful ‐ 7,228 participants

→ See annex section


Dailymotion

•Competitor of YouTube in France ‐ 10 million unique visitors

•3 week online promotion

•3 Colorado videos posted on the website

• CCreation ti of f a CColorado l d TTourism i ddi dedicated tdpage

•3 different Colorado rotative banners on Dailymotion travel channel

• Profile of the travel channel: people who enjoy travelling

→ 60% of them travelled long‐haul in 2008 ‐ 45.8% of them are part of high class

• Results: 2,111 clicks ‐ Click rate: 0.29% (Average of click is 0.20%)

→ See annex section

L’Internaute

• Number one e‐magazine reaching approx. 11 million visitors a month

•Travel section: approx. 1, 850,000 visitors per month

•1 month Colorado online promotion on linternaute.com/ / travel section

• Results: Big success with 13,992 clicks, directly linked to the French version of

colorado.com

→ SSee annex section

i


Colorado print advertising

“Des Américains à Paris” event

•Largest tourism‐oriented US event of the year

•American food, music, handcraft and sports

Colorado, partner of the event

• Results: 195,000 visitors attended the event –

approx. 800 Colorado brochures handed out in 3 days

Colorado advertising in two travel consumer magazines

• Trek magazine ‐ Monthly travel consumer magazine

→ July.09 issue

• Grands Reportages – Monthly magazine targeting experienced

travelers ‐ Interested in soft outdoor adventure and nature

→ Sept.09 issue


• Sample of clippings

ANNEX SECTION

• Sample of new Colorado products

• Group p trade fam tripp

• Voyages‐sncf.com

• Lagardère Active

• Dailymotion

• L’Internaute


Sample of clippings


Sample of clippings

Sample of clippings


Sample of new Colorado products


Fam invitation

The group in Alamosa

Group trade fam trip

Article following the fam in the travel

trade press


Voyages‐sncf.com


Lagardère g

Active


Dailymotion

Colorado video + Colorado banner


L’Internaute

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