Media Request Form

colorado

Media Request Form

Travelsphere / Page and Moy NAR

Emily Leggett, Peter Mackness

Senior Product Manager Managing Director

Selling Long Haul

Stephen Hartridge

Forthcoming Trade Shows: Pow Wow – San Francisco, California – May 2011

3.6 Trade and Media Sales Mission 2011:

The UK Sales Mission is taking place from Monday 14 th to Friday 18 th March, 2011 with Cellet UK personnel, Laura Mason-Byers, PR Officer and

Duncan McCubbin, Director of Sales along with Michael Driver, CTO, Jayne Buck, VisitDenver, and Floy Kennedy, Colorado Springs/Pikes Peak.

Planned itinerary includes: London, Midlands, North of England and Scotland

Sales Mission Update

Media

Cellet has made confirmed media appointments and interest for the trade/media dinner with

• Steve Connor, the Independent newspaper (circulation 185,438)

• Gaby Sutor, the Scotsman newspaper (circulation 45,549)

• Lynn Houghton, Sunday Times Travel (circulation 1,081,919)

• Leo Bear, Freelance Journalist

• Gareth Davies, Travel Channel

• Katherine Lawrey, TTG (circulation 24,183)

• Michael Johnson, British Airways Consumer PR Manager

Trade

Cellet are coordinating all appointments and appropriate Training sessions with Tour Operators, we are also arranging and coordinating the

evening and for Tour operator trainings.

Cellet is also arranging and coordinating the venue, and invitations for the evening Media and Trade event .

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

23


Issue Date: 23 February 2011

4.0 Consumer Promotions and Shows

4.1 Consumer Related Programs (Consumer Shows / Consumer Leads):

Nokia Campaign

Cellet Coordinated with Touchdown on the Nokia campaign and secured additional exposure on Student university websites during December

Launched: 14 December 2010

Completion: January 2011

Results Due: Currently being collated

Highlights:

Mailing to 1.1M Consumers

Tout/banners on nokia.co.uk – 107,000 weekly visits

Tout/banners on nokia music store: 100,000 weekly visits

UK Nokia Facebook page: 15,000 fans

Data collection via opt-in entrants to receive Colorado news

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

24


Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Cellet secured additional coverage

on the banner adverts across various

universities

25


Association of Train Operating Companies (ATOC)

Campaign

Cellet Coordinated with Touchdown on the ATOC campaign

Launched: 14 December 2010

Completion: 14 February 2011

Results Due: 28 February 2011

Highlights:

Mailing to 2.5M consumers in December 2010 with a second mailing in January 2011

Website promotion to run for 2 months over 3 different ATOC channels

Holiday offer and call to action alongside the competition

Data collection via opt-in entrants to receive Colorado news

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Homepage

26


Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Colorado Promotion page – with call to action

27


Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

28


4.2 Consumer Shows

03 – 06 Feb 2011 – The Times Destinations Travel Show, Earls Court, London

Cellet co-ordinated the participation of Colorado at the UK’s largest consumer travel show.

Cellet created and distributed an invitation to the show, where consumers are

encouraged to attend with the offer of FREE tickets. Distributed to: 1,348

Cellet co-ordinated inclusion of Colorado on the Show Website

Show attendance in 2011 – 37, 792

• 400 Colorado Brochures distributed

• 235 data captures of completed questionnaires will be added to the Colorado database

• Cellet would recommend Colorado to participate in the London event in 2012

Direct Enquires as a result of the show

Rock Climbers – Ground handler contact required for a group Rock Climbers to assist the group with lodging, transport, recommendations etc,

they are all intermediate stage climbers or higher.

Cycling - This group are experienced cyclists, (road bikes) they are possibly looking for again assistance on the ground, transportation between

areas, accommodation etc, and very specific map information

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

29


• Actively promoted the attendance and location of the booth through Twitter and Facebook.

• Informed consumers of Colorado Competitions through use of Twitter and Facebook

• Informed consumers of incentives through the use of the Cellet website

Twitter

Issue Date: 23 February 2011

Facebook

Cellet Travel Services Website

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

30


Destinations Show Event Website

Issue Date: 23 February 2011

Colorado had dedicated feature page on the show website

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

31


Destinations Show Images

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

32


Forthcoming Shows:

Issue Date: 23 February 2011

Bon Voyage VIP Consumer Event – 24 February 2011

Cellet is co-coordinating the attendance and participation of Colorado at the Bon Voyage VIP evening.

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

33


4.3 Consumer Enquires without brochure fulfilment: 0

4.4 Distribution of Materials for Corresponding Month and Cumulative Amount to date:

Month www.colorado.com Other – telephone/ email request Total

July 2010 19 129 148

August 2010 14 5 19

September 2010 8 6 14

October 2010 11 13 24

November 2010 7 27 34

December 2010 2 9 11

January 2011 22 15 37

February 2011 15 412 427

March 2011

April 2011

May 2011

June 2011

Total 98 616 714

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

34


4.5 Total Fulfilment Graph

No of packs sent

Issue Date: 23 February 2011

Colorado Fulfilment Stats 2010/2011

450

400

350

300

250

200

150

100

50

0

Jul-

10

Jul-

10

Aug-

10

Aug-

10

Sep-

10

Sep-

10

Oct-

10

Oct-

10

Nov-

10

Nov-

10

Dec-

10

Dec-

10

Jan-

11

Jan-

11

Packs (Colorado.com requests) 19 14 8 11 7 2 22 15

Feb-

11

Feb-

11

Trade packs (phone requests) 100 0 0 10 25 5 0 1

Consumer packs (phone

requests)

29 5 6 3 2 4 15 411

Mar-

11

Mar-

11

Apr-

11

Apr-

11

May-

11

May-

11

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Jun-

11

Jun-

11

35


5.1 Visit USA Memberships:

Visit USA Association Ireland e-newsletter

Edition: January 2011

Circulation: 3,400

Media Value: $2,106

Issue Date: 23 February 2011

5.0 Memberships & Travel Uni

Visit USA Association Ireland e-newsletter

Edition: February 2011

Circulation: 3,400

Media Value: $2,106

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

36


5.2 Travel Uni

“Let’s Talk Colorado!” Online training programme monthly figures – February 2011 figures

No of registrations

480

470

460

450

440

Let's Talk Colorado Registration Figures 10/11

Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11

Series1 453 453 456 468 471 476 477 478

Selling Long Haul February 2011:

Circulation: 16,500

Media Value: $473.85

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

37


Travel Uni Newsletter February 2011:

Circulation: 16,000

Media Value: $970.38

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

38


Publication: Travel Daily UK

Article: Cosmos increases solo capacity

Date: 7 th 6.0 Travel Trends

February 2011

Cosmos Tours & Cruises has increased capacity on its range of USA holidays for solo travellers.

The tour operator now offers more spaces on the tours, which have no single room supplement. "

Generally it's the fully escorted tours other than the tour and stay options which suit solo travellers the

best as there aren't any times where they have time to feel lonely as they're kept busy with lots of

included sightseeing and other activities,” said Amy Shine, North American product manager for

Cosmos Tours & Cruises. “On the whole we would say that approximately 15% of our customers are

travelling alone and with the introduction of our no single room supplement options we fully expect that

number to rise.”

Publication: Selling Long Haul

Article: Early USA bookings look brighter

Date: February 2011

Visit USA tour operator members are countering the seemingly endless diet of gloomy economic news

with some very encouraging reports of 2011 booking trends.

With the UK economy contracting by 0.5 per cent in the last quarter of 2010, rising inflation and

increased Air Passenger Duty (APD), you might well expect US holiday bookings to be somewhat

stagnant.

Not so, according to several US specialist tour operators.

USAirtours said it started the year with enquiries up by more than 25 per cent and bookings up by

almost 20 per cent.

“Villas continue to outsell hotel holidays in Orlando and we are seeing strong demand for pre-planned

fly-drive holidays to California,” said company founder and CEO Guy Novik.

“Demand for cruise and stay itineraries is particularly strong for sailings from Florida and two new

itineraries that include ranching and Amtrak are also selling well.”

For Jetset North America sales are standing up well against other long haul destinations and currently

outselling the Far East, Southern Africa and Australasia, said product manager Jonathon Ditte. “Our

bookings have been fairly evenly spread throughout 2011, showing that clients are still booking in

advance,” he said.

The West Coast and Las Vegas have started strongly, which Ditte partly attributes to Virgin Atlantic’s

new Manchester-Las Vegas service.

“Hawaii sales have also been brisk, as have city breaks for autumn and winter 2011. New York breaks

are still popular, but we are also booking more people to Washington and Philadelphia, combining with

New York on fly-and-rail holidays,” he added.

The operators’ comments lend weight to a recent U.S. Department of Commerce-sponsored UK Travel

Trade Barometer which reported that for the first quarter of 2011 the majority of UK tour operators

(67%) projected higher bookings to the United States.

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

39


Value rather than price is a key factor for US-bound customers, added

USAirtours’ Novik.

“Customers are trading up to four- and five-star hotels, providing they are attractively priced, and we

predict that the tailor-made market will continue to perform well,” said Novik.

Publication: Travelmole

Article: It's official: snow stopped play

Date: 10 th February 2011

Heavy snow caused a sharp decline in travel in and out of the UK in December, capping off a year of

reduced activity, according to the Office of National Statistics.

The ONS recorded a 7% drop in visitor numbers to the UK in the last month of the year compared to

2009 whilst visits abroad fell by 15%.

The ONS says that in 2010 over all UK residents dropped off travelling abroad by 6%. s to the UK fell

by 1%.

However, leisure and business travel segments did show growth. In October to December 2010, the

seasonally adjusted number of visits by foreigners to the UK remained the same compared to the same

period in the previous year and associated spending went up 5%.

Over the same period, the seasonally adjusted number of visits abroad by UK residents fell by 9% and

their spending fell by 7%.

Head of international passenger survey Roger Smith explained: “The December figures for 2010 give

us the first opportunity to view trends for the whole of the last year.

"Travel to and from the UK has fallen compared to 2009, and it’s clear that some of this decline is linked

to a number of extreme events, like the volcanic ash cloud and severe weather disruption.

"Visits abroad by UK residents appear subdued, but there are some positive signs for tourism to the

UK, with the increase in holiday and business visits to the UK.”

Issue Date: 23 February 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

40


Monthly Report – Cellet Travel Services Ltd UK Representative

March 2011

Index Page

1.0 Fast Facts 2

2.0 Public Relations 3

2.1 Press Releases / Newsletters 6

2.2 B-Roll, Video and photo Usage 6

2.3 Update of Media Calls/Press Contacts 6

2.4 Provisional Individual Press Trips 7

2.5 Group Media Trip 10

2.6 Media Events 10

2.7 Social Media 11

3.0 Travel Trade Promotions 12

3.1 Current Co – Ops 12

3.2 Trade Contacts/Sales Calls/Sales Leads 19

3.3 Travel Trade Events, Trainings, Seminars, Workshops 19

3.4 Trade Fams – GROUP 20

3.5 Travel Trade Shows 21

3.6 UK Sales Mission 21

4.0 Consumer Promotions and Shows 30

4.1 Consumer Related Programs 30

4.2 Consumer Shows 36

4.3 Consumer Enquires without brochure fulfilment 38

4.4 Distribution of Materials 38

4.5 Total Fulfilment Graph 39

5.0 Memberships and Travel Uni 40

5.1 Visit USA Memberships 40

5.2 Travel Uni 41

6.0 Travel Trends 43

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

1


Fast Facts:

1.0 Monthly Report – Cellet Travel Services Ltd UK Representative – March 2011

Highlight 1: UK Sales Mission 2011 Colorado Tourism Office, VisitDenver and Colorado Springs at Pikes

Peak participated in 16 meetings with key trade and media with training carried out with 72 staff at Escape

Holidays (Co-Op Group), Manchester and Barrhead Travel in Glasgow.

Highlight 2: Individual Media Visits Cellet has secured two additional media visits to the state with a very

small investment from CTO that will generate coverage in a number of UK regional publications (circulation

approx. 200,000) and BBC’s Lonely Planet magazine (circulation 45,052 generating a PR value of approx.

$57,600)

Public Relations

� Number of Media Calls/Follow up Calls: 22

� Press Release drafted/sent: 1

� Attended: British Guild of Travel Writer’s Yearbook Launch, London

� Total March 2011 Monthly Media Equivalency in US Dollars: $24,290.07

� Total Cumulative Equivalency compared Year to Date in British Pounds: £2,885,622.60 plus .9.5%

over FY10

� Cellet Travel Services Ltd Placed Monthly Media Equivalency in US Dollars: $14,993.87

� Cellet Travel Services Ltd Placed Cumulative Equivalency compared Year to Date in British Pounds:

£2,023,588.50 plus 19.63 % on FY10.

Travel Trade

� Number of Sales Calls: 17

� Number of Trade Enquiries: 3

Running Co-Ops

� Bon Voyage

� American Holidays

Consumer Fulfilment

� Number of Consumer Inquiries: 20

� Distribution of Materials: 194

US Dollar Exchange Rate March 2011 = $1.619

� Compared to $ in March 2010 = $1.509

Online Activities:

CTO Official Website Visitors (UK version of Colorado.com): 921

Website visits from UK: 168

Social Media – See page 11

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

2


Publication Title

The Times

Sunday Times

Ireland

From coast to coast -

for less than $200

Getting high with the

Ski Elite

Issue Date: 30 March 2011

2.0 Public Relations

Total Media Equivalency Clipping Evaluation Report – March 2011

Date

Published

Journalist

Circulation and

Type

Evaluation (in

market

currency)

Evaluation in USD

– Ad Equivalency

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Source

Details

05-Feb-11 Mark Smith 448,463 £1,809.00 $2,930.58 GA Denver, Glenwood Springs

27-Feb-11

Sean

Newson

113,660 £437.40 $708.59 N/A Vail

Brummell High Praise 01-Mar-11 Ian Belcher 25,000 £1,522.50 $2,466.45 GA Dunton Hot Springs

Language Travel

Magazine

Selling Long Haul

Visit USA Ireland

Newsletter

Dailymail.co.uk

The call of the wild:

US south-west

Get set for summer

with Colorado

01-Mar-11

Jane Vernon

Smith

8,000 £2,600.00 $4,212.00 N/A

Denver, Mesa Verde,

Rocky Mountain

01-Mar-11 n/a 16,500 £234.00 $379.08 GA Colorado General

Colorado gets online 03-Mar-11 n/a web £1,300.00 $2,106.00 GA Winter Park, Durango

Skiing with Michelle

Obama (almost) in

Colorado's chic, Britfriendly

resort

Optima When in Aspen 05-Mar-11

Ski Club of Great

Britain

thisissomerset.co.uk

04-Mar-11 n/a web £1,500.00 $2,430.00 N/A

Rowena

Carr-Allinson

Breckenridge, Beaver

Creek

42,000 £2,970.00 $4,811.40 GA Aspen

The freshest snow 10-Mar-11 n/a web £75.00 $121.50 GA

Families' fury as

Somerset school trip

is cancelled at last

minute

Steamboat, Beaver Creek,

Winter Park, Arapahoe

Basin

15-Mar-11 n/a web £29.10 $47.14 N/A Denver

3


Publication Title

Western Daily Press

Families' fury as

Somerset school trip

is cancelled at last

minute

Issue Date: 30 March 2011

Date

Published

Shortlist On the Road 17-Mar-11

Financial Times (Life

and Arts)

The man who skied

America

Journalist

Circulation and

Type

Evaluation (in

market

currency)

Evaluation in USD

– Ad Equivalency

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Source

Details

15-Mar-11 Tina Rowe 31,809 £57.90 $93.80 N/A Denver

James

McMahon

513,148 £248.97 $403.33 N/A Denver

19-Mar-11 n/a 378,707 £540.00 $874.80 GA Aspen, Vail

The Guardian Better late than never 19-Mar-11 Rupert Mellor 262,612 £1,071.00 $1,735.02 GA Breckenridge

Travel Uni Enewsletter

Source Key:

Get set for summer

with Colorado

22-Mar-11 n/a 16,000 £599.00 $970.38 GA Colorado General

Totals £14,993.87 $24,290.07

PFI or PFG Press FAM result (individual or group) P Result of the promotion

PR Result of press release GA Result of general PR activity

PC Result of press conference/media event

4


Total Placed Media Equivalency Chart Report – Generated by Cellet Travel Services Ltd

Issue Date: 30 March 2011

Month Total Placed Equivalency FY 10 USD Combined Equivalency USD

July 2010 38,668.86 38,668.86

August 2010 9,632.70 48,301.56

September 2010 12,669.23 60,970.79

October 2010 89,985.21 150,956.00

November 2010 671,294.78 822,250.78

December 2010 305,817.40 1,128,068.18

January 2011 2,064,275.36 3,192,343.55

February 2011 69,557.06 3,261,900.61

March 2011 16,395.21 3,278,295.82

April 2011

May 2011

June 2011

TOTAL - $3,278,295.82

Total Media Equivalency Chart Report – Generated from all sources on Colorado

Month Total Placed Equivalency FY 10 USD Combined Equivalency USD

July 2010 379,427.02 379,427.02

August 2010 12,566.40 391,993.42

September 2010 94,881.66 486,875.08

October 2010 294,287.05 781,162.13

November 2010 733,278.18 1,514,440.31

December 2010 313,393.86 1,827,834.17

January 2011 2,303,429.29 4,132,209.87

February 2011 515,323.59 4,647,533.46

March 2011 24,290.07 4,671,823.53

April 2011

May 2011

June 2011

TOTAL - $4,671,823.53

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

5


2.1 Press Releases

Scenic and historic byways

Issued to 750 journalists consisting of national, regional and online travel via Durrants, TravMedia and Visit USA Association website

Fly Drive Families

Press release in draft and sent to Client for approval

2.2 B-Roll, Video and Photo Usage

Richard Hitchings at Milestones

B-Roll has been sent for possible usage on website

2.3 Update of Media Calls/Press Contacts

General Activity

Emma Langman, Best Scottish Weddings magazine, circulation 22,000

Opportunity: Emma got in touch with Cellet via TravMedia requesting information and high resolution images for their honeymoon pages of the

Summer issue of The Best Scottish Weddings magazine. Images need to be either show adventure holidays and/or city breaks, be 300dpi and a

minimum of 10cm in height.

Action Taken: Cellet provided a selection of high resolution images that fitted the ‘adventure holidays’ category featuring hot air ballooning,

ranching and hiking and biking. Emma provided positive feedback on the images and requested package prices as provided by Cellet.

Next Steps: Cellet to monitor for coverage.

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

6


2.4 Provisional Individual Press trips

Date of

FAM Trip

23 Feb – 5

March, 2011

16-25 April,

2011

Publication

Issue Date: 30 March 2011

Attending

Journalist

Whitelines Tristan Kennedy 23,000

Sur in English Mike Souter

Circulation Profile Theme Destinations

Foreign

publication n/a

TBC - June Wanderlust Sara Wheeler 37,800

2 April,

2011

10-21 May,

2011

18 June,

2011

23 April

2011

BBC Lonely

Planet

Business

Traveller and

regional

publications

The

Independent

Matthew Bolton

and

photographer

Mark Read

Lindsay Sutton

45,052

Regional

publications

200,000

Business

Traveller

50,237

Steve Connor 185,438

The Times Tom Chesshyre 504,038

Whitelines is the UK’s

premier snowboard

magazine focusing on

great photography and

high quality articles

Mike writes for a number

of English speaking titles

across the continent

Wanderlust is the UK's

leading travel magazine

for independent-minded

and adventurous

travellers.

Lonely Planet Magazine

is the new glossy travel

magazine for people

with a passion for travel

and new experiences.

Business Traveller is the

leading magazine

around the world for the

frequent business

traveller.

The Independent

national newspaper

features news, sport,

entertainment and

travel.

National newspaper

focusing on news, sport,

entertainment and travel

Off the beaten track

in Colorado

TBC –

Silverton/Telluride

Date of

Publication

Ski season

2011/2012

PR Value $

Up to

$172,800

Rail TBC TBC TBC

Following in

footsteps of

Victorian traveller

Isabella Bird

Step-by-step

‘Perfect Trip’ to

South West

America

Destination piece

on Denver/west

Colorado

Joe Cocker

interview

opportunity

Colorado

destination piece

Article based on

new film Open

Road

Estes Park

Trail Ridge Road

TBC

Colorado Springs

Silverton

St. Elmo

Ouray, Durango

Denver, Grand

Junction, Gunnison,

Crawford, Telluride,

Silverton

Boulder, Rocky

Mountain NP, Vail,

Grand Junction

Denver, Central

City,

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

End 2011/early

2012

(Research will

also form part of

book)

Summer 2011

Autumn/Winter

2011

TBC

Est. $97,440

Est. $57,600

- $86,400

TBC

Est.

$125,258

TBC TBC

7


Tristan Kennedy, Whitelines magazine, circulation 23,000

Opportunity: Cellet and CTO has worked closely with Tristan Kennedy on his scheduled a press visit that will generate up to 20 pages of coverage

for the state.

Action Points: Cellet has liaised with Tristan throughout his visit to ensure that there are no problems and that everything is running smoothly and

followed up on his return.

Next Steps: Cellet to obtain feedback and report back to CTO.

Mike Souter, overseas publications inc. Sur in English and Talk radio Europe

Opportunity: Mike has been in touch with CTO reps regarding a visit to Colorado as part of a round the world trip for coverage publications on the

continent. Cellet liaised extensively with Mike and passed him to various destination reps to see what support they could provide.

Action Points: Cellet provided general assistance with further questions regarding the state with Mike.

Next Steps: Cellet to follow up with Mike on his return.

Sara Wheeler, Wanderlust magazine, circulation 37,800

Opportunity: Sara will be exploring the legend of Victorian traveller Isabella Bird through Estes Park and surrounding area with particular view to

having a holiday there in the present day. This will result in a seven page feature, with a front page splash in Wanderlust publication.

Action Points: Cellet has continued to discuss the angle of the piece with Sara and compiled an itinerary approved by CTO.

Next Steps: Jennifer Bartlett-Alpert to reach out to destinations to see level of support available.

Matthew Bolton, BBC Lonely Planet magazine, circulation 45,052

Opportunity: Matthew Bolton has been liaising with Cellet with regards to a press trip to include Colorado within a piece covering Monument

Valley, Grand Canyon, Las Vegas and Palm Springs. The Colorado focus will be on the old Wild West towns and Matt and Laura Mason-Byers

have discussed potentially including Silverton, Ouray, and Durango and some of the mining ghost towns such as St. Elmo and the Puebloan

settlements in Mesa Verde.

Action Points: Following some fine tuning with realistic timings and locations Laura Mason-Byers compiled an itinerary for CTO to review. This

has been approved following a low level of monetary support required from the destination.

Next Steps: Cellet to work closely with Jennifer Bartlett-Alpert to compile final itinerary for FAM trip.

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

8


Lindsay Sutton, Business Traveller, circulation 50,237 and regional publications, circulation approx. 200,000

Opportunity: Lindsay is keen to include a visit to Colorado during his visit for Pow Wow 2011. He has expressed interest since meeting with CTO

at World Travel Market and has discussed at length his angles for a piece for Business Traveller magazine focusing on Denver with key interviews

with the Mayor, business leaders and hoteliers, and also a destination piece for some of the regional titles. He has a possible opportunity for

interview with Joe Cocker which in Crawford, of which he is hoping he can gain a further commission from a national newspaper.

Action Points: Cellet invited Lindsay to attend the media/trade event during the Sales Mission for further discussion with the CTO reps. Following

this, Cellet has compiled an itinerary that best showcases the state and satisfies Lindsay’s requirements and looked into budget support which has

been approved by CTO.

Next Steps: Cellet to work closely with Jennifer Bartlett-Alpert to compile final itinerary for FAM trip

Steve Connor, the Independent national newspaper, circulation 185,438

Opportunity: Cellet and CTO met with Steve Connor during the sales mission to discuss plans for a possible travel feature on the state as he will

be visiting Boulder on science business. Steve is keen to explore some of the state in an additional 14-day period with a focus on hiking and arts

and culture in and around the Rocky Mountain National Park.

Action Points: Cellet has compiled a media request for CTO based on conversations during the mission and general liaison with Steve.

Next Steps: CTO to feedback thoughts on project.

Tom Chesshyre, the Times national newspaper, circulation 504,038

Opportunity: Bon Voyage is supporting Tom with a press trip that is inspired by new film Open Road. Tom will be visiting Colorado, Wyoming,

Utah, Nevada and California.

Action Point: Bon Voyage approached Cellet for assistance with accommodation in Central City, Colorado. Tom has accommodation arranged for

Denver. Cellet positioned to CTO highlighting potential return in investment.

Next Steps: CTO to reach out to Central City to see whether they can support with accommodation and activities.

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

9


2.5 Group Media:

Date of

FAM Trip

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

Publication

Issue Date: 30 March 2011

Attending

Journalist

Daily Express Dan Parkinson 659,650

Trinity Mirror

group

Scotland on

Sunday

2.6 Media Events

Daniel Smith Approx. 800,000

Philip Johnson 50,000

Candis Rebecca Almond 253,000

Daily Mirror Andrew Rudd 1,213,323

Circulation Profile Theme Destinations

National daily

newspaper

National UK

publishing group

National weekly

Scottish

newspaper

focusing on news,

lifestyle and sport

Women’s national

consumer

magazine

National daily

newspaper

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Date of

Publication

(Pushed back

to) Fall 2011

20 Feb 2011

PR Value $

TBC

$28,200.96

Further coverage due

Spring 2011 TBC

Fall 2011 TBC

Fall 2011 TBC

British Guild of Travel Writer’s Yearbook Launch, 08 March 2011

The BGTW Yearbook has become one of the most valuable tools in the British travel trade. Not only does it have detailed biographies and contact

information for all Guild members, around 270 of the UK’s top travel journalists, but it also includes a comprehensive directory of over 2,700

specialist PR companies, publications, broadcast media, tourist offices, tour and transport operators and other useful companies and

organisations operating in the UK travel and tourism industry.

Cellet attended the British Guild of Travel Writer’s launch event on behalf of Colorado Tourism Office to network with many of the journalists that

make up the guild and share information and sell in features on the destination

10


2.7 Social Media Social

Cellet promoted the Colorado Sales Mission via Social Media channels, including Twitter and a number of the journalists thanked us

via Twitter including journalist Helen Ochyra who has over 800 similar followers

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

11


3.1 Current Co-Ops:

Company Details Dates Partners

Bon Voyage

American

Holidays

Ebookers

Issue Date: 30 March 2011

Consumer Promotion - online

* Pay Per Click campaign from September to

December 2010. To increase enquiries and

bookings for 2010/2011.

* Expand Colorado product on their website in the

"What to see and do section" and include the

RMHT Colorado Historic Train Fly-drive itinerary.

* Feature Colorado hotels as destination of the

month in 2011 on Go America.co.uk website.

Consumer & Trade Promotion

* Promotion to run November 2010

* Driving sales for May - September 2011 Travel

period Proposal:

* National Radio Adverts - Newstalk - 33 + bonus

talk up x 30 second slots

* Special Ezine (online magazine linked with

features & blog) linked with national newspapers –

Full Page

* Staff Incentive - 4 weeks promotion including

training from Cellet Staff - Dublin & Belfast Offices

Consumer Promotion - online & offline - 1 Month

Campaign

* Target consumers in research & booking stages

* Dedicated Colorado landing page - featuring

hotels, air fares and car hire

* Destination search targeted top leaderboards

50,000 impressions

* ROS Skyscrapers 198,214 impressions

3.0 Travel Trade Promotions

Oct 2010 – Apr 2011

(Extended at NO

additional cost)

NA Online

Feb / Mar 2011 N/A Offline

Dec 2010 – Jan 2011 N/A Online

On-Line OR Off-

Line

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

Pending – on completion of campaign

Pending

Summary

UK

Room Nights Dec YOY +136%

Room Nights Jan YOY +158%

Summary

Ireland

Room Nights Dec YOY -120%

Room Nights Jan YOY +75%

12


Company Details Dates Partners

North America

Travel Service

(NATS)

Premier

Holidays

Ski

Independence

Issue Date: 30 March 2011

Eblast to 20K consumers and 2,5K travel agents

followed up with Poster campaign across top

producing agents for NATS. This was supported by

radio campaign across the North of England

Trade & Consumer Promotion - online & offline - 1

Month Campaign

* Monthly Newsletter inclusion 20,000 targeted

consumers

* Featured destination in weekly newsletter to over

5,000 travel agent partners

* Website advertisement on both trade & Consumer

website promoting the discount offer

* Dedicated A2 full colour window posters – 25

Highstreet Stores - Premier Travel

Special Discount Promotion

* Offer a £75 discount per booking for one month all

all-inclusive bookings made by a set date.

* Incentivize agents to book with up to £150

shopping vouchers on offer depending on the

revenue per booking (this will be wholly funded by

Premier Holidays)

Consumer Online Promotion. (2 Activities)

1/ Colorado Banner ad with Ski Independence on

J2ski.com - will run from Oct 2010 to Feb. 2011

with 50,000 impressions to be delivered.

Total site Projection 100K impressions on Ski

Resorts with 50,000 on ski holidays.

2/ Metrosnow.co.uk placement, joint banner

advert with guaranteed minimum 30K

impressions.

3 month "flexible advertorial and includes: Full

page of copy within the offers section with

upto 3 offers (or resorts) per page,

offers can be amended each month. direct link

to booking site as a call to action.

enewsletter blast to metrosnow database of

64,000.

June 2010 N/A Offline

On-Line OR Off-

Line

Feb / Mar 2011 N/A Online & Offline

Nov 2010 – Feb 2011 N/A Online

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

232 Room nights produced over duration

of the campaign – 15% increase over

2009

Dedicated Colorado Page on Premier

Holidays website

Colorado Sales for 2011 UP 200% over

2010

Pending – campaign ran into early March

so results now due early April

13


Company Details Dates Partners

Ski Safari

Tui Ski

Touchdown

Issue Date: 30 March 2011

Consumer Campaign

* e-newsletter inclusion Dec to our Ski Safari

database

* Homepage banner and USA page banner

* Colorado PPC campaign - £500 budget

* online campaign with Metro.co.uk for the

month of December

* Fall line skiing offline ad Jan

Consumer Promotion - online

* Homepage destination features on selected TUI

websites for one month - TUI website generates

over 40% of their total bookings

www.thomsonski.co.uk

* E-mail Marketing - December 2010 - distributed

50,000 consumers

* - Nokia Consumer campaign is now live

* - ATOC Consumer campaigns are now live

Dec 2010 – Jan 2011 N/A Online

Jan - Feb 2011 N/A Online

Nokia Dec 10 – Jan 11

ATOC Dec 10 – Feb 11

N/A Online

On-Line OR Off-

Line

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

Pending – Results currently being collated

During campaign 4,800 clicks n

destination feature.

Email distributed to 61,338

Open rate 21% click through 6%

Booking Figures to follow

Nokia

Competition Entries: 4,621

Opt in for Colorado Database: 253

ATOC

Competition Entries 23,942

Opt in for Colorado database 7,790

14


Premier Holidays – Trade & Consumer Promotion

Cellet Coordinated with Premier Holidays on the campaign

Running: February 2011 through March 2011

Components / Target

• Monthly Newsletter inclusion 20,000 targeted consumers

• Featured destination in weekly newsletter to over 5,000 travel agent partners

• Website advertisement on both trade & Consumer website promoting the discount offer

• Dedicated A2 full colour window posters - 25 Highstreet Stores - Premier Travel

Special Discount Promotion

• Offer a £75 discount per booking for one month all all-inclusive bookings made by a set date.

• Incentivize agents to book with up to £150 shopping vouchers on offer depending on the revenue per booking (this will be wholly funded

by Premier Holidays)

Results:

Dedicated Colorado webpage and product to remain on their website

Colorado sales for 2011 currently 200% up on 2010

Increased Website presence Featured Destination Dedicated Poster

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

15


Ski Independence – Online Campaign

Cellet Coordinated with ski Independence on the campaign

Running October 2010 through Early March 2011

Results Due: Early April

Components

� Colorado Banner adverts on Metrosnow.co.uk and J2ski.com

� Banner Adverts

� Full page of copy with 3 offers changed each month

� Email blast to metrosnow database of 64K (early Jan)

Target

� Banner Adverts – 80,000 impressions

� Total Impression s 150,000

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

16


Tui Ski – Consumer Promotion Online

Cellet Coordinated with Tui Ski on the campaign

Running: February 2011 through March 2011

Components / Target

� Homepage destination features on selected TUI websites for one month - TUI website generates over 40% of their total bookings

www.thomsonski.co.uk

� E-mail Marketing - December 2010 - distributed 50,000 consumers

Results:

During campaign there were 4,800 clicks on the Colorado destination feature, channelled towards the resort information pages. The breakdown is

as follows:

Aspen & Snowmass – 685 clicks

Beaver Creek – 763 clicks

Copper Mountain – 342 clicks

Winter Park – 742 clicks

Vail – 1,210 clicks

Breckenridge – 1,026 clicks

Email distributed to 61,338

Email included Colorado destination feature and links

to resort web pages

Email also included lead-in price offer

Email open rate 21%, click through 6%

Booking Figures to follow

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

17


Ebookers.com UK and Ireland – Online Campaign

Cellet Coordinated with ebookers on the campaign

Launched: 08 December 2010

Completion: 10 January 2011

Components

� Dedicated Colorado Landing page featuring hotels airfares and car hire

� Banner Adverts

� Skyscraper Adverts

Target

� Leaderboard – 50,000 impressions

� ROS Skyscrapers – 198,214 impressions

Results:

UK

Room Nights Dec YOY +136%

Room Nights Jan YOY +158%

Ireland

Room Nights Dec YOY -120%

Room Nights Jan YOY +75%

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

18


3.2 Trade Contacts/Sales Calls/Sales Leads:

Complete North America, David Mortimer, Sales Development Manager.

Met with David following the training to discuss the Colorado only Fly Drive tour, he is now actively putting together the ground

arrangements and hopes to have the tour online for spring 2011

3.3 Travel Trade Events, Trainings, Seminars, Workshops:

Trainings

Complete North America – Training of 8 staff completed. Complete North America feature 4 FlyDrive tours featuring Colorado and are now looking

at introducing a dedicated Colorado only self drive tour.

A series of tour operator trainings are planned for April – June 2011

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

19


3.4 Trade Fams - GROUP

Date of FAM

Trip

Company

Attending

Personnel

04 Oct 2010 Travelsphere Elaine Muggleton

Title Profile / Current product

Overseas Liaison

Executive

04 Oct 2010 Jetset Holidays Jonathan Ditte Product Manager

04 Oct 2010 Experience Holidays Angela Merrick

Assistant Product

Manager

04 Oct 2010 Glen Travel Douglas Glen Managing Director

04 Oct 2010

North America Travel

Service

Issue Date: 30 March 2011

Robert Thomson

Office Manager

and Product

Development

Motorcoach Tours across Travelsphere

Brand

Independent Tour Operator, include:

Escorted Rocky Mountain Frontiers

Denver City Stays

Fly Drives

Motorhome Holidays

Independent Operator featuring all aspects

of travel in Colorado

Independent Tour operator, Include:

City Stays

Various Tours

Fly Drive

Motorhomes

Independent Tour Operator selling both to

consumer and trade, product includes:

City Stays

Tours

Fly Drive

Motorhomes

Tailormade packages

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Participating

Destinations

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Results

Colorado

included in

eblast to 2,500

consumers and

will be used

throughout

2011

Following new

look website

Glen travel

have added

Colorado

destinations of

Colorado

Springs,

Durango and

Grand Junction

20


3.5 Travel Trade Shows:

Previous Shows:

WTM – See November 2010 Report

Go West, Boise, Idaho – See February 2011 Report

Forthcoming Trade Shows:

Pow Wow – San Francisco, California – May 2011

3.6 Trade and Media Sales Mission 2011:

Sales Mission – 13 th – 18 th March 2011

The UK Sales Mission is took place from Sunday 13 th to Friday 18 th March, 2011 with Cellet UK personnel, Laura Mason-Byers, PR Officer and

Duncan McCubbin, Director of Sales.

Colorado were represented by Michael Driver, CTO, Jayne Buck, VisitDenver, and Floy Kennedy, Colorado Springs at Pikes Peak CVB

Cellet liaised with CTO delegates and secured meetings with 16 key Tour Operators and meetings with Media and 2 Media and Trade evening

functions.

Cellet geared the meetings to include a broad range Tour Operators with different product types and across the various distribution channels.

Itinerary included: London, Midlands, North of England and Scotland

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

21


Highlights

16 x Trade Appointments

2 x Media Appointments

4 x Drop–in Calls to Operators / Agents to update

2 x Trainings - Barrhead Travel and Escape Holidays (Co – Op Travel)

2 x Functions

London – See below

Manchester – See below

Trade Meetings:

Titan Tours – Joanna Thomas, Marketing Executive – North America

Emma Jordan, Product & Operations Executive

USAirtours – Linda Dixey, Product Manager

Wexas – Justine Egan, Product Manager – Americas & The Caribbean

Travel2 – Nigel Fell, Marketing Manager

STA Travel – Paul Celaschi, Contracting Manager.

Expedia – Vicki Wickens, Head of Media Solutions – UK & Northern Europe

Lastminute.com – Scott Humble, Supply Sales Director

Nick Blake, Worldwide Product Manager

Cosmos Holidays – David Binns, Head of Product

Amy Shine, Product & Commercial Manager, North America & Long Haul

TUI Student Travel – Duncan Wilding, North America Manager

Tom Wilson, Marketing Manager

Eagle Golf – Neil Cutler, Managing Director

Neilson Adventure – Andy Hemmingway, Purchasing Manager

Escape Holidays (Co-op Travel) – Elise Lewis, Product Development Manager

First Class Holidays – Sharon Mason, Managing Director

North America Travel Service – Ruby Briggs, Managing Director

Barrhead Travel – Carline Donaldson, Longhaul Development Manager

Ski Independence – Nick Laver, Product Manager, North America and Japan

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

22


Drop–in Calls

Kuoni Travel Shop, Manchester – Victoria Fenton, Office Manager – brief training with 5 long haul experts

North America Travel Service, Manchester – Update with 4 staff

Trailfinders – Manchester – Introduction to 50 staff – full training to be actioned

North America Travel Service, Edinburgh – Updated 3 staff

Trainings

Escape Holidays (Co-Op) – 54 Staff trained

Barrhead Travel – 18 Staff Trained

London Evening Event

Colorado and hosted 18 members of the media and trade British Airways and United Airlines to dinner at Chutney Mary, a leading

Indian restaurant within London

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

23


Attendees:

1. Michael Driver CTO

2. Jayne Buck Visit Denver

3. Floy Kennedy Colorado Springs at Pikes Peak CVB

4. Duncan McCubbin Cellet Travel Services Ltd

5. Laura Mason-Byers Cellet Travel Services Ltd

6. Lynn Houghton Freelance Journalist, Sunday Times Travel

7. Leo Bear Freelance Journalist

8. Gareth Davies Controller of Editorial, Travel Channel

9. Katherine Lawrey Deputy Features Editor (USA Specialist) TTG

10. Michael Johnson Consumer PR Manager, British Airways

11. Andy Newmarch Editor, Top 100 Golf Courses

12. Matt Bolton Senior Staff Writer, Lonely Planet

13. Lindsay Sutton Freelance Journalist, Business Traveller

14. Mary Moore Mason Editor, Essentially America

15. Helen Ochyra Freelance Journalist, Guardian newspaper

16. Cath Pusey Product Director, America as you like it

17. Peter Kelly Senior Partner Marketing & Media Sales Manager, Ebookers

18. Jimmy Jillebo Account Manager, Delta Air Lines

19. Dominic Hodson Director, Purely America

20. Scott Humble Supply Sales Director – UK & Ireland, Lastminute.com

21. Sara Dolan Support Account Manager, British Airways

22. Justine Egan Product Manager USA & Caribbean, Wexas

23. Phil Fuller Leisure Sales Manager, United Airlines

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

24


Issue Date: 30 March 2011

London – Media and Trade event at Chutney Mary

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

25


Manchester Evening Event

Colorado and hosted 6 members of the media and trade including to dinner at Gaucho Grill, a leading Manchester venue

1. Michael Driver CTO

2. Floy Kennedy Colorado Springs at Pikes Peak CVB

3. Duncan McCubbin Cellet Travel Services Ltd

4. Yolanda Fletcher Cellet Travel Services Ltd

5. Paul Harris British Guild Travel Writers/Jewish Telegraph

6. Simon Rust LIVE Manchester magazine

7. Editor LIVE Cheshire East, LIVE Cheshire West

8. Jonathan Ditte Product Manager, Jetset Holidays

9. Elsie Lewis Product Manager, Escape Holidays

10. Steve Albon Senior USA Specialist, Trailfinders

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

26


Manchester – Trade and media Event

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

27


Training Session at Escape Holidays (Co-Op Travel group)

54 Call centre employees briefed on Colorado

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

28


Staff Training at Barrhead Travel in Scotland – 18 of their

specialist North America department

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

29


4.0 Consumer Promotions and Shows

4.1 Consumer Related Programs (Consumer Shows / Consumer Leads):

Nokia Campaign

Cellet Coordinated with Touchdown on the Nokia campaign and secured additional exposure on Student university websites during December

Launched: 14 December 2010

Completion: January 2011

Highlights:

Mailing to 1.1M Consumers

Tout/banners on nokia.co.uk – 107,000 weekly visits

Tout/banners on nokia music store: 100,000 weekly visits

UK Nokia Facebook page: 15,000 fans

Data collection via opt-in entrants to receive Colorado news

Results:

Competition Entries: 4,621

Opt in for Database: 253

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

30


Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

31


Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Cellet secured additional

coverage on the banner adverts

across various universities

32


Association of Train Operating Companies (ATOC)

Campaign

Cellet Coordinated with Touchdown on the ATOC campaign

Launched: 14 December 2010

Completion: 14 February 2011

Highlights:

Mailing to 2.5M consumers in December 2010 with a second mailing in January 2011

Website promotion to run for 2 months over 3 different ATOC channels

Holiday offer and call to action alongside the competition

Data collection via opt-in entrants to receive Colorado news

Results:

23,942 entered the competition

7,790 opted in to receive further information on Colorado

Competition

Entries

Opt ins

16-25 Railcard 3,606 1,116

Family and Friends Railcard 3,645 1,162

Senior Railcard 16,691 5,512

Total 23,942 7,790

Issue Date: 30 March 2011

Homepage

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

33


Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Colorado Promotion page – with call to action

34


Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

35


4.2 Consumer Shows

Previous Show:

03 – 06 Feb 2011 – See February Report

Bon Voyage VIP Consumer Event – 24 February 2011

Cellet coordinated and attended this show on behalf of Colorado

Approach: A dedicated Colorado stand to provide maximum exposure. The use of brochures, posters and digital photos to give the

consumers lasting memories of the destination.

Results: Attendance: 400

Brochures Distributed: 100

The event was attended by mainly open minded and experienced travellers who were receptive to information on the destination.

Many attendees were looking to book for 2012.

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

36


Issue Date: 30 March 2011

Bon Voyage Consumer Show

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

37


4.3 Consumer Enquires without brochure fulfilment: 0

4.4 Distribution of Materials for Corresponding Month and Cumulative Amount to date:

Month www.colorado.com Other – telephone/ email request Total

July 2010 19 129 148

August 2010 14 5 19

September 2010 8 6 14

October 2010 11 13 24

November 2010 7 27 34

December 2010 2 9 11

January 2011 22 15 37

February 2011 15 412 427

March 2011 11 183 194

April 2011

May 2011

June 2011

Total 109 799 908

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

38


4.5 Total Fulfilment Graph

No of packs sent

Colorado Fulfilment Stats 2010/2011

450

400

350

300

250

200

150

100

50

0

Jul-

10

Aug-

10

Sep-

10

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Packs (Colorado.com requests) 19 14 8 11 7 2 22 15 11

Trade packs (phone requests) 100 0 0 10 25 5 0 1 60

Consumer packs (phone

requests)

29 5 6 3 2 4 15 411 9

Issue Date: 30 March 2011

Jul-

10

Aug-

10

Sep-

10

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Mar-

11

Mar-

11

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Apr-

11

Apr-

11

May-

11

May-

11

Jun-

11

Jun-

11

39


5.1 Visit USA Memberships:

Visit USA Association Ireland e-newsletter

Edition: March 2011

Circulation: 3,400

Media Value: $2,106.00

Issue Date: 30 March 2011

5.0 Memberships & Travel Uni

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

40


5.2 Travel Uni

“Let’s Talk Colorado!” Online training programme monthly figures – March 2011 figures

No of registrations

500

490

480

470

460

450

440

430

Let's Talk Colorado Registration Figures 10/11

Jul-10 Aug-

10

Jul-10 Aug-

10

Issue Date: 30 March 2011

Sep-

10

Sep-

10

Oct-10 Nov-

10

Oct-10 Nov-

10

Dec-

10

Dec-

10

Jan-

11

Jan-

11

Feb-

11

Feb-

11

Mar-

11

Mar-

11

Series1 453 453 456 468 471 476 477 478 488

Selling Long Haul March 2011:

Circulation: 16,500

Media Value: $379.08

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

41


Travel Uni Newsletter March 2011:

Circulation: 16,000

Media Value: $970.38

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

42


6.0 Travel Trends

Publication: Travolution

Article: Social media tipped as top trend for 2011

Date: March 2011

Social media in the corporate travel sector came under the spotlight at the recent concurrent Travel

Technology Europe and Business Travel Shows.

The area is tipped as a big trend for 2011 by many senior figures, alongside further mobile

developments and a gradual recovery in the corporate travel market.

Speaking to Travolution, Martin Cowley, Sabre Travel Network senior vice-president for Europe, the

Middle East and Africa, put social media as one of his top trends for the year and said that ‘Generation

Y’ would drive exponential growth in social media with transactions already going across Facebook. He

added that Sabre was planning further enhancements to its online professional network Agent stream

including developments using mobile.

Both travel management companies and technology specialists are already dipping a toe in the water

with social media by bringing hotel review content into their offerings. Hogg Robinson Group unveiled

technology in February integrating hotel reviews into its i-Suite booking platform. The reviews microsite

enables travellers to see the perceptions of colleagues and peers on a hotel. The company is also

looking at the possibility of inter-company forums and blogs but does not want to get into moderating

content.

At a recent event, chief executive David Radcliffe said that although social media was being driven by

travellers rather than the corporate, UK plc companies would not let it get out of control.

GetThere has also drawn from sister Sabre-owned company Travelocity to bring hotel reviews to its

booking platform.

Other TMCs are using social media to promote themselves and their services with Click Travel already

having a presence on LinkedIn, Facebook and Twitter.

“I think everyone is still trying to feel their way through it and figuring out where it fits with their strategy,”

said managing director Simon McLean.

The company has just added a customer support element to its Facebook page enabling users to ask

questions and view updates.

“It’s a way of engaging with existing and potential customers. The big debate is about whether we

should do things so publicly, but we make a big deal out of LinkedIn and have won new business, while

Twitter is our main source for information.”

Click Travel is also in the process of implementing RightNow’s Cloud Monitor tool track and respond to

what is being said about it across the internet.

McLean warned companies looking at the space not to consider social media as a free channel

because of the resource it requires. “Ultimately, it needs humans, but it is delivering returns.”

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

43


Publication: Travel Daily

Article: APD delay welcomed but travel industry pushes for further reform

Date: 24 th March 2011

George Osborne has confirmed that the APD rise has been delayed until next year. Delivering his

Budget speech, the chancellor said that he had tried to change the duty to a per plane tax but an

international law had prevented the changes occurring.

He said the government would look into getting the law changed. Travel companies have generally

welcomed the announcement but criticised the government for not addressing distance bands and

ignoring the call for a fairer tax.

“The Chancellor’s decision not to increase APD is a welcome development but does not go far enough,”

said Mike Carrivick, chief executive of BAR UK. Travelsupermarket.com also condemned the speech

for not changing the APD tax bands.

“The anomalies between destinations are unfair and damaging to the tourism industry - we have

already seen this cutting demand to places like the Caribbean,” said Bob Atkinson from the website.

Meanwhile, TUI said it would like to see the government to put the fee towards more green projects and

ABTA said it was keen to see what the money raised would go towards.

Publication: Travel Daily

Article: Brits factor in holidays in future spend

Date: 25 th March 2011

Forty one percent of Britons have told HolidayExtras.com they do not need to save money for next

year’s holiday, suggesting that consumers factor a holiday into their future spend budget.

A study of 1, 674 customers found that 45 percent were saving for this year’s holiday and 10 percent

were already saving for next year’s.

However the 41 percent who seem financially stable will come as good news to the industry as 42

percent of Brits are expected to pay £1,000 or more per person on a summer holiday this year.

Another nine percent were prepared to spend £2,000 each on a holiday, while 24 percent had a budget

of less than £500 each.

Publication: Travel Weekly

Article: Visit USA upbeat despite slight decline in 2010

Date: 25 th March 2011

Visitor numbers from the UK to the US fell 1% to 3.9 million in 2010 but the destination is expecting an

increase this year to take it past the 4 million mark.

The small decline is being regarded as a reasonable result by the Visit USA Association, coming as it

did against a backdrop of the ash cloud, strikes, the Gulf of Mexico oil spill and snow disruption.

Speaking at the association's general meeting in London on Thursday, chair Kate Burgess-Craddy said:

"We were looking really good [to achieve growth] until the end of the year, when the snow hit in

December and travel fell sharply."

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

44


Despite ongoing financial uncertainty and a slowdown in overall travel bookings in March after a strong

start to the year, visitor numbers are forecast to increase by 5% to 4.1 million in 2011.

Burgess-Craddy said Visit USA was hoping for investment in the UK market by the recently formed

Corporation for Travel Promotion, but admitted a delay in appointing a chief executive in the US was

holding up the process of developing a global strategy and allocating funds.

Publication: Travel Weekly

Article: Virgin Atlantic named Cimtig’s brand of the decade

Date: 25 th March 2011

Virgin Atlantic was named travel brand of the decade by industry marketing body Cimitg at its annual

awards ceremony in London last night.

The carrier beat lowcost airline easyJet into second place and Royal Caribbean International into third

to claim the accolade. The winner was chosen by a panel of judges including Stephen Cheliotis,

director and chief executive of the The Centre for Brand Analysis.

He was recruited to help with the judging after speaking at last year’s Institute of Travel and Tourism

annual overseas conference in Benidorm. The shortlist of five brands considered for the award also

included cross-channel train operator Eurostar and hotels review website TripAdvisor.

Judges said Virgin Atlantic was “chosen for its exceptional reputation amongst consumers, for their

overall brand strength, distinctive cheeky and fun personality and innovative and reliable product

offering”.

Other big winners on the night in the campaigns category included Virgin Holidays for its Rockstar

Service television advertising which also scooped the best use of direct marketing (mail) award.

Brittany Ferries took home the integrated campaign of the year award for its campaign that promoted

ferry travel to Spain as an alternative to flying during last year’s Icelandic ash cloud crisis.

Another big winner looking to exploit another of the problems parts of the travel industry endured last

year was regional carrier Bmi for its BA Strike campaign devised by M&C Saatchi.

This campaign won the advertising campaign of the year for media spend over £250,000 and the best

press consumer advertisement/campaign and best business advertisement/campaign.

Other notable winners included Propellernet and Pitchup.com, both winners in Travel Weekly sister

publication Travolution’s awards last September, who won in the best use of SEO and best domestic

strategic campaign respectively.

Royal Caribbean’s WOW campaign, that ran exclusively with Travel Weekly last year and featured an

innovative ‘scratch and win’ panel on a cover wrap, scooped the best trade media campaign.

Issue Date: 30 March 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

45


Monthly Report – Cellet Travel Services Ltd UK Representative

April 2011

Index Page

1.0 Fast Facts 2

2.0 Public Relations 3

2.1 Press Releases / Newsletters 6

2.2 B-Roll, Video and photo Usage 6

2.3 Update of Media Calls/Press Contacts 6

2.4 Provisional Individual Press Trips 7

2.5 Group Media Trip 10

2.6 Media Events 10

2.7 Social Media 11

3.0 Travel Trade Promotions 12

3.1 Current Co – Ops 12

3.2 Trade Contacts/Sales Calls/Sales Leads 19

3.3 Travel Trade Events, Trainings, Seminars, Workshops 19

3.4 Trade Fams – GROUP 21

3.5 Travel Trade Shows 22

3.6 UK Sales Mission 22

4.0 Consumer Promotions and Shows 23

4.1 Consumer Related Programs 23

4.2 Consumer Shows 29

4.3 Consumer Enquires without brochure fulfilment 30

4.4 Distribution of Materials 30

4.5 Total Fulfilment Graph 31

5.0 Memberships and Travel Uni 32

5.1 Visit USA Memberships 32

5.2 Travel Uni 33

6.0 Travel Trends 35

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

1


Fast Facts:

1.0 Monthly Report – Cellet Travel Services Ltd UK Representative – April 2011

Highlight 1: Thomson (TUI) Ski campaign: RESULTS: 4,800 clicks on destination feature.

Email distributed to 61,338 Open rate 21% click through 6%. Colorado passengers +10% YOY

Colorado passengers W10/11: 1,547

Highlight 2: Feature in Scotland on Sunday, direct result from media FAM trip, entitled “Life on the Edge” with

a circulation of 55,788 and a value of $121,533.27

Public Relations

• Number of Media Calls/Follow up Calls: 9

• Press Release drafted/sent: 3

• Newsletter: 1

• Total April 2011 Monthly Media Equivalency in US Dollars: $270,398.59

• Total Cumulative Equivalency compared Year to Date in British Pounds: £2,986,236.90 plus .9.2%

over FY10

• Cellet Travel Services Ltd Placed Monthly Media Equivalency in US Dollars: $163,382.84

• Cellet Travel Services Ltd Placed Cumulative Equivalency compared Year to Date in British Pounds:

£2,115,563.50 plus 22.36 % on FY10.

Travel Trade

• Number of Sales Calls: 2

• Number of Trade Enquiries: 2

Running Co-Ops

• Bon Voyage

Consumer Fulfilment

• Number of Consumer Inquiries: 5

• Distribution of Materials: 60

US Dollar Exchange Rate March 2011 = $1.655

• Compared to $ in March 2010 = $1.53

Online Activities:

CTO Official Website Visitors (UK version of Colorado.com): 1,056

Website visits from UK: 148

Social Media – See page 11

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

2


Publication Title

independent.co.uk

thisislocallondon.co.uk

telegraph.co.uk

Selling Long Haul

How canyons

became the definite

article

A missive from the

Americas - part three

Skiing: Where to go

for snow - Tignes,

Mayrhofen and

Aspen

Happy Easter from

Colorado

Issue Date: 26 April 2011

2.0 Public Relations

Total Media Equivalency Clipping Evaluation Report – April 2011

Date

Published

Real Travel Grand Designs 01-Apr-11

Northern Ireland

Travel News

telegraph.co.uk

Visit USA Ireland

Newsletter

At Home on the

Range

Rocky patch has a

silver lining

By-way of

introductioncolorado's

scenic and

historic byways

Journalist

Circulation and

Type

Evaluation (in

market

currency)

Evaluation in USD

– Ad Equivalency

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Source

Details

26-Mar-11 n/a web £122.19 $202.22 N/A Colorado General

28-Mar-11 n/a web £600.00 $993.00 N/A

Vail, Keystone, Beaver

Creek

31-Mar-11 n/a web £800.00 $1,324.00 GA Breckenridge, Aspen

01-Apr-11 n/a

01-Apr-11

Tim

Anderson

Laura

Mason-Byers

16,500

Print

29,000

Print

23,000

Print

£204.75 $338.86 GA Colorado General

£28,425.00 $47,043.38 GA Grand Junction

£9,479.40 $15,688.41 PFG

Crested Butte, Telluride,

Aspen, Vail, Denver,

Grand Junction, Mesa

Verde

01-Apr-11 n/a web £2,400.00 $3,972.00 N/A Aspen

08-Apr-11 n/a

Scotland on Sunday Life on the Edge 17-Apr-11 Phil Johnson

Travel Uni

Enewsletter

Happy Easter from

Colorado

19-Apr-11 n/a

5,400

Web

55,788

Print

16,000

Web

£1,300.00 $2,151.50 GA Winter Park, Durango

£73,434.00 $121,533.27 PFG

Rocky Mountains, Crested

Butte, Telluride

£599.00 $991.35 GA Colorado General

3


Publication Title

Issue Date: 26 April 2011

Date

Published

Journalist

Circulation and

Type

Evaluation (in

market

currency)

Evaluation in USD

– Ad Equivalency

Scotsman.co.uk Travel Colorado 20-Apr-11 Phil Johnson web £20,478.00 $33,891.09 PFG

The Guardian

Sunday Times

And the Bride wore

Wellies

The US of

Waaheeyy!

23-Apr-11

Nicole

Jackson

24-Apr-11 Rob Ryan

Conde Nast Traveller The Hot List 2011 01-May-11 n/a

Cycling Plus Divide Conquered 01-May-11 Paul Howard

Source Key:

261,116

Print

1,031,727

Print

81,031

Print

40,784

Print

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Source

Details

Rocky Mountains, Crested

Butte, Telluride

£21,375.00 $35,375.63 N/A Dunton Hot Springs

£864.00 $1,429.92 N/A Grand Junction

£2,881.50 $4,768.88 N/A Vail

£420.00 $695.10 N/A Colorado General

Totals £163,382.84 $270,398.59

PFI or PFG Press FAM result (individual or group) P Result of the promotion

PR Result of press release GA Result of general PR activity

PC Result of press conference/media event

4


Total Placed Media Equivalency Chart Report – Generated by Cellet Travel Services Ltd

Issue Date: 26 April 2011

Month Total Placed Equivalency FY 10 USD Combined Equivalency USD

July 2010 38,668.86 38,668.86

August 2010 9,632.70 48,301.56

September 2010 12,669.23 60,970.79

October 2010 89,985.21 150,956.00

November 2010 671,294.78 822,250.78

December 2010 305,817.40 1,128,068.18

January 2011 2,064,275.36 3,192,343.55

February 2011 69,557.06 3,261,900.61

March 2011 16,395.21 3,278,295.82

April 2011 222,961.85 3,501,257.67

May 2011

June 2011

TOTAL - $3,501,257.67

Total Media Equivalency Chart Report – Generated from all sources on Colorado

Month Total Placed Equivalency FY 10 USD Combined Equivalency USD

July 2010 379,427.02 379,427.02

August 2010 12,566.40 391,993.42

September 2010 94,881.66 486,875.08

October 2010 294,287.05 781,162.13

November 2010 733,278.18 1,514,440.31

December 2010 313,393.86 1,827,834.17

January 2011 2,303,429.29 4,132,209.87

February 2011 515,323.59 4,647,533.46

March 2011 24,290.07 4,671,823.53

April 2011 270,398.59 4,942,222.12

May 2011

June 2011

TOTAL - $4,942,222.12

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

5


2.1 Press Releases

Fly Drive Families

Press release drafted and sent to CTO for approval

Horses for Courses

Press release drafted and sent to CTO for approval

2.2 Newsletters

April Summer Newsletter - Copy drafted and sent to CTO for approval

Potential database figures for distribution: 19,853

Distribution date to be advised.

2.2 B-Roll, Video and Photo Usage

Richard Hitchings, USA Product Manager from Milestones Tour Operator

B-Roll supplier for usage on Milestones website

2.3 Update of Media Calls/Press Contacts

General Activity

Meera Dattani, Freelance Writer, MSN Travel, circulation n/a

Opportunity: Meera is compiling a round up of quirky restaurants around the world and approached Cellet for high res images and information on

Solos Restaurant, located near Colorado Springs

Action Taken: Cellet researched the restaurant and provided general information on the region. In the meantime Meera had independently

sourced images from Solos.

Next Steps: Cellet to monitor for coverage.

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

6


Media Meetings

Janet Christie, Travel Writer, Scotland on Sunday newspaper circulation 57,960

Opportunity: Laura Mason-Byers met with Janet during a series of media meetings in Scotland.

Discussion Points: The Scotland on Sunday features four pages/week aspirational content consisting of a 1,000 word feature (usually long haul

but approx. every six weeks Scottish angle), a 800 word city guide (intro, 5/6 categories such as places to stay, things to eat, attractions etc) and a

‘Do Not Disturb’ feature (weekend destination - usually hotel/guest house - 700 word review either Scotland or long haul). Janet explained that

FAMs are not essential and features are not always the result of FAM trips.

Next Steps: Cellet to follow up with itinerary suggestions for potential Colorado feature.

Bill Gibb, Features Writer, Weekly News circulation 60,000

Opportunity: Laura Mason-Byers met with Bill during a series of media meetings in Scotland.

Discussion Points: The Weekly News consists of a single page with 600 word lead destination feature, 300 word secondary feature (usually a new

trend, something new on the market, events, festivals, new attraction or offer) and the Travel News - small snippets of information. Bill gathers

information from PRs but rarely undertakes press trips due to time and staffing constraints.

Next Steps: Cellet to follow up with itinerary suggestions for potential Colorado feature.

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

7


2.4 Provisional Individual Press trips

Date of

FAM Trip

23 Feb – 5

March, 2011

16-25 April,

2011

5-12 July,

2011

2 April,

2011

10-21 May,

2011

18 June,

2011

23 April

2011

Publication

Whitelines

Sur in English

Wanderlust

BBC Lonely

Planet

Business

Traveller and

regional

publications

The

Independent

The Times

Issue Date: 26 April 2011

Attending

Journalist

Tristan Kennedy

Assistant Editor

Mike Souter

Freelance

Sara Wheeler

Writer

Matthew Bolton

Staff Writer

and

photographer

Mark Read

Lindsay Sutton

Freelance Travel

Writer

Steve Connor

Freelance

Tom Chesshyre

Travel News

Writer

Circulation Profile Theme Destinations

23,000

Foreign

publication n/a

37,800

45,052

Regional

publications

200,000

Business

Traveller

50,237

185,438

504,038

Whitelines is the UK’s

premier snowboard

magazine focusing on

great photography and

high quality articles

Mike writes for a number

of English speaking titles

across the continent

Wanderlust is the UK's

leading travel magazine

for independent-minded

and adventurous

travellers.

Lonely Planet Magazine

is the new glossy travel

magazine for people

with a passion for travel

and new experiences.

Business Traveller is the

leading magazine

around the world for the

frequent business

traveller.

The Independent

national newspaper

features news, sport,

entertainment and

travel.

National newspaper

focusing on news, sport,

entertainment and travel

Off the beaten track

in Colorado

TBC –

Silverton/Telluride

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Date of

Publication

Ski season

2011/2012

PR Value $

Up to

$172,800

Rail TBC TBC TBC

Following in

footsteps of

Victorian traveller

Isabella Bird

Step-by-step

‘Perfect Trip’ to

South West

America

Destination piece

on Denver/south

west Colorado

Colorado

destination piece

Article based on

new film Open

Road

Estes Park

Trail Ridge Road

TBC

Colorado Springs

Silverton

St. Elmo

Ouray, Durango

Denver, Grand

Junction, Gunnison,

Crawford, Telluride,

Silverton

Boulder, Rocky

Mountain NP, Vail,

Grand Junction

Denver, Central

City,

End 2011/early

2012

(Research will

also form part of

book)

Summer 2011

Autumn/Winter

2011

TBC

Est. $97,440

Est. $57,600

- $86,400

TBC

Est.

$125,258

TBC TBC

8


Tristan Kennedy, Assistant Editor, Whitelines magazine, circulation 23,000

Opportunity: Cellet and CTO have worked closely with Tristan Kennedy on his scheduled a press visit that will generate up to 20 pages of

coverage for the state.

Action Points: Cellet has obtained feedback from Tristan and received US press coverage. Incurred charges while in state have been processed

in April for reimbursement.

Next Steps: Cellet to monitor for press coverage.

Sara Wheeler, Writer, Wanderlust magazine, circulation 37,800

Opportunity: Sara will be exploring the legend of Victorian traveller Isabella Bird through Estes Park and surrounding area with particular view to

having a holiday there in the present day. This will result in a seven page feature, with a front page splash in Wanderlust publication.

Action Points: Cellet has confirmed dates with Sara and booked flights for the FAM.

Next Steps: Jennifer Bartlett-Alpert to start building itinerary based on destination support.

Matthew Bolton, Staff Writer, BBC Lonely Planet magazine, circulation 45,052

Opportunity: Matthew Bolton has been liaising with Cellet with regards to a press trip to include Colorado within a piece covering Monument

Valley, Grand Canyon, Las Vegas and Palm Springs. The Colorado focus will be on the old Wild West towns and Matt and Laura Mason-Byers

have discussed potentially including Silverton, Ouray, and Durango and some of the mining ghost towns such as St. Elmo and the Puebloan

settlements in Mesa Verde.

Action Points: Cellet has maintained contact with Matthew during his trip sorting any unprecedented problems.

Next Steps: Cellet to obtain feedback on his return to the UK.

Lindsay Sutton, Freelance Travel Writer, Business Traveller, circulation 50,237 and regional publications, circulation approx. 200,000

Opportunity: Lindsay is keen to include a visit to Colorado during his visit for Pow Wow 2011. He has expressed interest since meeting with CTO

at World Travel Market and has discussed at length his angles for a piece for Business Traveller magazine focusing on Denver with key interviews

with the Mayor, business leaders and hoteliers, and also a destination piece for some of the regional titles. He has a possible opportunity for

interview with Joe Cocker which in Crawford, of which he is hoping he can gain a further commission from a national newspaper.

Action Points: Cellet has continued to liaise with Lindsay on his itinerary and firmed up a suitable schedule with the help of Jennifer Bartlett-Alpert.

Lindsay has been unable to confirm an interview with Joe Cocker due to his travelling commitments but is still keen to go ahead with the piece.

Cellet has booked car hire and assisted with contacts for flight support.

Next Steps: Cellet to work closely with Jennifer Bartlett-Alpert to provide final itinerary.

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

9


Steve Connor, Freelance, the Independent national newspaper, circulation 185,438

Opportunity: Cellet and CTO met with Steve Connor during the sales mission to discuss plans for a possible travel feature on the state as he will

be visiting Boulder on science business. Steve is keen to explore some of the state in an additional 14-day period with a focus on hiking and arts

and culture in and around the Rocky Mountain National Park.

Action Points: Cellet has compiled a media request for CTO and is awaiting approval.

Next Steps: CTO to feedback thoughts on project.

Tom Chesshyre, Travel News Writer, the Times national newspaper, circulation 504,038

Opportunity: Bon Voyage is supporting Tom with a press trip that is inspired by new film Open Road. Tom will be visiting Colorado, Wyoming,

Utah, Nevada and California.

Action Point: Cellet worked with Jennifer Bartlett-Alpert and in state representatives to firm up accommodation in Central City. Cellet positioned

numerous opportunities to meet with local representatives and historians, which were refused by Tom.

Next Steps: Cellet to monitor for feedback and coverage.

2.5 Group Media:

Date of

FAM Trip

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

14 – 22

January

2011

Publication

Daily Express

Trinity Mirror

group

Scotland on

Sunday

Candis

Daily Mirror

Issue Date: 26 April 2011

Attending

Journalist

Dan Parkinson

Deputy News

Editor

Daniel Smith

Freelance

Philip Johnson

Freelance

Rebecca Almond

Junior Sub

Editor

Andrew Rudd

News Editor

Circulation Profile Theme Destinations

659,650

Approx. 800,000

50,000

253,000

1,213,323

National daily

newspaper

National UK

publishing group

National weekly

Scottish

newspaper

focusing on news,

lifestyle and sport

Women’s national

consumer

magazine

National daily

newspaper

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Ski and winter

adventure

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Denver, Crested

Butte, Telluride

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Date of

Publication

(Pushed back

to) Fall 2011

20 Feb 2011

PR Value $

TBC

$28,200.96

Further coverage due

Spring 2011 $117,831

Fall 2011 TBC

Fall 2011 TBC

10


2.7 Social Media

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

11


3.1 Current Co-Ops:

Company Details Dates Partners

Bon Voyage

American

Holidays

Ebookers

Issue Date: 26 April 2011

Consumer Promotion - online

* Pay Per Click campaign from September to

December 2010. To increase enquiries and

bookings for 2010/2011.

* Expand Colorado product on their website in the

"What to see and do section" and include the

RMHT Colorado Historic Train Fly-drive itinerary.

* Feature Colorado hotels as destination of the

month in 2011 on Go America.co.uk website.

Consumer & Trade Promotion

* Promotion to run November 2010

* Driving sales for May - September 2011 Travel

period Proposal:

* National Radio Adverts - Newstalk - 33 + bonus

talk up x 30 second slots

* Special Ezine (online magazine linked with

features & blog) linked with national newspapers –

Full Page

* Staff Incentive - 4 weeks promotion including

training from Cellet Staff - Dublin & Belfast Offices

Consumer Promotion - online & offline - 1 Month

Campaign

* Target consumers in research & booking stages

* Dedicated Colorado landing page - featuring

hotels, air fares and car hire

* Destination search targeted top leaderboards

50,000 impressions

* ROS Skyscrapers 198,214 impressions

3.0 Travel Trade Promotions

Oct 2010 – Apr 2011

(Extended at NO

additional cost)

NA Online

Feb / Mar 2011 N/A Offline

Dec 2010 – Jan 2011 N/A Online

On-Line OR Off-

Line

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

Pending – on completion of campaign

Pending

Summary

UK

Room Nights Dec YOY +136%

Room Nights Jan YOY +158%

Summary

Ireland

Room Nights Dec YOY -120%

Room Nights Jan YOY +75%

12


Company Details Dates Partners

North America

Travel Service

(NATS)

Premier

Holidays

Ski

Independence

Issue Date: 26 April 2011

Eblast to 20K consumers and 2,5K travel agents

followed up with Poster campaign across top

producing agents for NATS. This was supported by

radio campaign across the North of England

Trade & Consumer Promotion - online & offline - 1

Month Campaign

* Monthly Newsletter inclusion 20,000 targeted

consumers

* Featured destination in weekly newsletter to over

5,000 travel agent partners

* Website advertisement on both trade & Consumer

website promoting the discount offer

* Dedicated A2 full colour window posters – 25

Highstreet Stores - Premier Travel

Special Discount Promotion

* Offer a £75 discount per booking for one month all

all-inclusive bookings made by a set date.

* Incentivize agents to book with up to £150

shopping vouchers on offer depending on the

revenue per booking (this will be wholly funded by

Premier Holidays)

Consumer Online Promotion. (2 Activities)

1/ Colorado Banner ad with Ski Independence on

J2ski.com - will run from Oct 2010 to Feb. 2011

with 50,000 impressions to be delivered.

Total site Projection 100K impressions on Ski

Resorts with 50,000 on ski holidays.

2/ Metrosnow.co.uk placement, joint banner

advert with guaranteed minimum 30K

impressions.

3 month "flexible advertorial and includes: Full

page of copy within the offers section with

upto 3 offers (or resorts) per page,

offers can be amended each month. direct link

to booking site as a call to action.

enewsletter blast to metrosnow database of

64,000.

June 2010 N/A Offline

On-Line OR Off-

Line

Feb / Mar 2011 N/A Online & Offline

Nov 2010 – Feb 2011 N/A Online

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

232 Room nights produced over duration

of the campaign – 15% increase over

2009

Dedicated Colorado Page on Premier

Holidays website

Colorado Sales for 2011 UP 200% over

2010

• J2ski.com – delivered 55,000

impressions

• Metrosnow.co.uk placement,

joint banner advert which

delivered 33,000 impressions

• Average spend up 30% ‘YoY’ to

£2,210 per person ($3,602 per

person)

• Vail and Aspen top performing

destinations

• Bookings to Colorado stayed

constant compared to other US

destinations which are down

13


Company Details Dates Partners

Ski Safari

Tui Ski

Touchdown

Issue Date: 26 April 2011

Consumer Campaign

* e-newsletter inclusion Dec to our Ski Safari

database

* Homepage banner and USA page banner

* Colorado PPC campaign - £500 budget

* online campaign with Metro.co.uk for the

month of December

* Fall line skiing offline ad Jan

Consumer Promotion - online

* Homepage destination features on selected TUI

websites for one month - TUI website generates

over 40% of their total bookings

www.thomsonski.co.uk

* E-mail Marketing - December 2010 - distributed

50,000 consumers

* - Nokia Consumer campaign is now live

* - ATOC Consumer campaigns are now live

Dec 2010 – Jan 2011 N/A Online

Jan - Feb 2011 N/A Online

Nokia Dec 10 – Jan 11

ATOC Dec 10 – Feb 11

N/A Online

On-Line OR Off-

Line

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Results

Pending – Results currently being collated

During campaign 4,800 clicks n

destination feature.

Email distributed to 61,338

Open rate 21% click through 6%

• Colorado passengers +10%

YOY

• Colorado passengers W10/11:

1,547

• 50% visit Breckenridge

• 20% visit Winter Park

• Balance split between

Steamboat, Aspen and Vail

Copper and Beaver Creek

Nokia

Competition Entries: 4,621

Opt in for Colorado Database: 253

ATOC

Competition Entries 23,942

Opt in for Colorado database 7,790

14


Premier Holidays – Trade & Consumer Promotion

Cellet Coordinated with Premier Holidays on the campaign

Running: February 2011 through March 2011

Components / Target

• Monthly Newsletter inclusion 20,000 targeted consumers

• Featured destination in weekly newsletter to over 5,000 travel agent partners

• Website advertisement on both trade & Consumer website promoting the discount offer

• Dedicated A2 full colour window posters - 25 Highstreet Stores - Premier Travel

Special Discount Promotion

• Offer a £75 discount per booking for one month all all-inclusive bookings made by a set date.

• Incentivize agents to book with up to £150 shopping vouchers on offer depending on the revenue per booking (this will be wholly funded

by Premier Holidays)

Results:

Dedicated Colorado webpage and product to remain on their website

Colorado sales for 2011 currently 200% up on 2010

Increased Website presence Featured Destination Dedicated Poster

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

15


Ski Independence – Online Campaign

Cellet Coordinated with ski Independence on the campaign

Running October 2010 through Early March 2011

Results Due: Early April

Components

• Colorado Banner adverts on Metrosnow.co.uk and J2ski.com

• Banner Adverts

• Full page of copy with 3 offers changed each month

• Email blast to metrosnow database of 64K (early Jan)

Target

• Banner Adverts – 80,000 impressions

• Total Impression s 150,000

Results

• J2ski.com – delivered 55,000 impressions

• Metrosnow.co.uk placement, joint banner advert which

delivered 33,000 impressions

• Average spend up 30% ‘YoY’ to £2,210 per person ($3,602

per person)

• Vail and Aspen top performing destinations

• Bookings to Colorado stayed constant compared to other US

destinations which are down

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

16


Tui Ski – Consumer Promotion Online

Cellet Coordinated with Tui Ski on the campaign

Running: February 2011 through March 2011

Components / Target

• Homepage destination features on selected TUI websites for one month - TUI website generates over 40% of their total bookings

www.thomsonski.co.uk

• E-mail Marketing - December 2010 - distributed 50,000 consumers

Results:

4,800 clicks on the Colorado destination feature, channelled towards the resort information pages. The breakdown is as follows:

Aspen & Snowmass – 685 clicks

Beaver Creek – 763 clicks

Copper Mountain – 342 clicks

Winter Park – 742 clicks

Vail – 1,210 clicks

Breckenridge – 1,026 clicks

Email distributed to 61,338

Email included Colorado destination feature and links

to resort web pages

Email also included lead-in price offer

Email open rate 21%, click through 6%

Booking Figures:

• Colorado passengers +10% YOY

• Colorado passengers W10/11: 1,547

• 50% visit Breckenridge

• 20% visit Winter Park

• Balance split between Steamboat, Aspen and Vail Copper and Beaver Creek

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

17


Ebookers.com UK and Ireland – Online Campaign

Cellet Coordinated with ebookers on the campaign

Launched: 08 December 2010

Completion: 10 January 2011

Components

• Dedicated Colorado Landing page featuring hotels airfares and car hire

• Banner Adverts

• Skyscraper Adverts

Target

• Leaderboard – 50,000 impressions

• ROS Skyscrapers – 198,214 impressions

Results:

UK

Room Nights Dec YOY +136%

Room Nights Jan YOY +158%

Ireland

Room Nights Dec YOY -120%

Room Nights Jan YOY +75%

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

18


3.2 Trade Contacts/Sales Calls/Sales Leads:

Expanding the Colorado Product

Great Rail Journeys – Expanding Rail product in Colorado and needed additional images.

Cellet liased and provided a series of additional images for the Royal Gorge and Rio Grande

New Colorado Images 2012 Brochure

Thomson Holidays – Specialist department required new Colorado images (including Denver) for their forthcoming 2012 brochure, Cellet liaised

and provided a series of images depicting different aspects of Colorado

3.3 Travel Trade Events, Trainings, Seminars, Workshops:

Colorado/Cellet were invited by Jetset on their travel agent promotional event in Birmingham, UK.

The Jetset Colorado Tour was showcased to 250 Independent Travel Agents. Duncan McCubbin, Account Manager CTO UK Office represented

the destination and carried our ‘one to one’ training with the attendees.

Issue Date: 26 April 2011

Jonathan Ditte, Jetset Holidays and Jetset

Guests

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

19


Attendee List

AGENT ATTENDEE

CARRICK TRAVEL DONNA HILL

DIAMOND TRAVEL BEVERLEY LINDSEY

GABY TRAVEL ANDREW QUEST

AMERICAN EXPRESS EUROPE LT SUE PENN

TANA CONSULTANTS LTD JANE ROBINSON

KINVER TRAVEL CENTRE LTD MICHELLE PEREIRA

T.F.TRAVEL LTD ANDY HOLLINS

PRO TRAVEL SOLUTIONS PLC BEN KIRBY

THE TRAVEL WALLET MAGGIE ROGERS

CARRICK TRAVEL PAUL CARTER

JOURNEY THE WORLD LTD GUY WIDMAN

LIBERTY TRAVEL NORTHWEST LT ROGER BLAKE

SELECT WORLD TRAVEL LTD LEE HARRISON

BIRMINGHAM FLIGHT CENTRE ALAN ORAM

ICE Europe Ltd WARREN JOY

TRAVELTRAIL LTD MARK FOSTER

HOLBEACHE TRAVEL & LEISURE

LTD ROGER LUNN

HOSTS

JETSET JONATHAN DITTE

CONTINENTAL AIRLINES ALISON DUFFUS

COLORADO TOURISM OFFICE DUNCAN MCCUBBIN

JETSET ADRIAN SMYTH

JETSET PAUL MOLYNEUX

JETSET CAMILLA RIGBY

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

20


3.4 Trade Fams - GROUP

Date of FAM

Trip

Company

Issue Date: 26 April 2011

Attending

Personnel

04 Oct 2010 Travelsphere Elaine Muggleton

Title Profile / Current product

Overseas Liaison

Executive

04 Oct 2010 Jetset Holidays Jonathan Ditte Product Manager

04 Oct 2010 Experience Holidays Angela Merrick

Assistant Product

Manager

04 Oct 2010 Glen Travel Douglas Glen Managing Director

04 Oct 2010

North America Travel

Service

Robert Thomson

Office Manager

and Product

Development

Motorcoach Tours across Travelsphere

Brand

Independent Tour Operator, include:

Escorted Rocky Mountain Frontiers

Denver City Stays

Fly Drives

Motorhome Holidays

Independent Operator featuring all aspects

of travel in Colorado

Independent Tour operator, Include:

City Stays

Various Tours

Fly Drive

Motorhomes

Independent Tour Operator selling both to

consumer and trade, product includes:

City Stays

Tours

Fly Drive

Motorhomes

Tailormade packages

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Participating

Destinations

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Denver, Colorado

Springs, Gunnison,

Crawford, Mesa

Verde, Ouray, Grand

Junction, Vail,

Results

Colorado

included in

eblast to 2,500

consumers and

will be used

throughout

2011

Following new

look website

Glen travel

have added

Colorado

destinations of

Colorado

Springs,

Durango and

Grand Junction

21


3.5 Travel Trade Shows:

Previous Shows:

WTM – See November 2010 Report

Go West, Boise, Idaho – See February 2011 Report

Forthcoming Trade Shows:

Pow Wow – San Francisco, California – May 22-25, 2011

3.6 Trade and Media Sales Mission 2011:

Sales Mission – 13 th – 18 th March 2011

Cellet UK personnel, Laura Mason-Byers, PR Officer and Duncan McCubbin, Director of Sales.

Colorado were represented by Michael Driver, CTO, Jayne Buck, VisitDenver, and Floy Kennedy, Colorado Springs at Pikes Peak CVB

Cellet liaised with CTO delegates and secured meetings with 16 key Tour Operators and meetings with Media and 2 Media and Trade evening

functions.

Cellet coordinated the meetings to include a broad range Tour Operators with different product types and across the various distribution channels.

Itinerary included: London, Midlands, North of England and Scotland

A full case study was sent to MD, CTO for distribution to the partners.

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

22


4.1 Consumer Related Programs (Consumer Shows / Consumer Leads):

Nokia Campaign

Cellet Coordinated with Touchdown on the Nokia campaign and secured additional exposure on Student university websites during December

Launched: 14 December 2010

Completion: January 2011

Highlights:

Mailing to 1.1M Consumers

Tout/banners on nokia.co.uk – 107,000 weekly visits

Tout/banners on nokia music store: 100,000 weekly visits

UK Nokia Facebook page: 15,000 fans

Data collection via opt-in entrants to receive Colorado news

Results:

Competition Entries: 4,621

Opt in for Database: 253

Issue Date: 26 April 2011

4.0 Consumer Promotions and Shows

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

23


Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

24


Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Cellet secured additional

coverage on the banner adverts

across various universities

25


Association of Train Operating Companies (ATOC)

Campaign

Cellet Coordinated with Touchdown on the ATOC campaign

Launched: 14 December 2010

Completion: 14 February 2011

Highlights:

Mailing to 2.5M consumers in December 2010 with a second mailing in January 2011

Website promotion to run for 2 months over 3 different ATOC channels

Holiday offer and call to action alongside the competition

Data collection via opt-in entrants to receive Colorado news

Results:

23,942 entered the competition

7,790 opted in to receive further information on Colorado

Competition

Entries

Opt ins

16-25 Railcard 3,606 1,116

Family and Friends Railcard 3,645 1,162

Senior Railcard 16,691 5,512

Total 23,942 7,790

Issue Date: 26 April 2011

Homepage

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

26


Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Colorado Promotion page – with call to action

27


Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

28


4.2 Consumer Shows

Previous Show:

03 – 06 Feb 2011 – See February Report

Issue Date: 26 April 2011

Bon Voyage VIP Consumer Event – 24 February 2011

Cellet coordinated and attended this show on behalf of Colorado

Approach: A dedicated Colorado stand to provide maximum exposure. The use of brochures, posters and digital photos to give the

consumers lasting memories of the destination.

Results: Attendance: 400

Brochures Distributed: 100

The event was attended by mainly open minded and experienced travellers who were receptive to information on the destination.

Many attendees were looking to book for 2012.

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

29


4.3 Consumer Enquires without brochure fulfilment: 0

4.4 Distribution of Materials for Corresponding Month and Cumulative Amount to date:

Month www.colorado.com Other – telephone/ email request Total

July 2010 19 129 148

August 2010 14 5 19

September 2010 8 6 14

October 2010 11 13 24

November 2010 7 27 34

December 2010 2 9 11

January 2011 22 15 37

February 2011 15 412 427

March 2011 11 183 194

April 2011 5 55 60

May 2011

June 2011

Total 114 854 968

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

30


4.5 Total Fulfilment Graph

No of packs sent

Issue Date: 26 April 2011

Colorado Fulfilment Stats 2010/2011

450

400

350

300

250

200

150

100

50

0

Jul-

10

Aug-

10

Sep-

10

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Mar-

11

Packs (Colorado.com requests) 19 14 8 11 7 2 22 15 11 5

Trade packs (phone requests) 100 0 0 10 25 5 0 1 60 50

Consumer packs (phone

requests)

Jul-

10

Aug-

10

Sep-

10

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Mar-

11

29 5 6 3 2 4 15 411 9 5

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Apr-

11

Apr-

11

May-

11

May-

11

Jun-

11

Jun-

11

31


5.1 Visit USA Memberships:

Visit USA Association Ireland e-newsletter

Edition: April 2011

Circulation: 3,400

Media Value: $2,151.50

Issue Date: 26 April 2011

5.0 Memberships & Travel Uni

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

32


5.2 Travel Uni

“Let’s Talk Colorado!” Online training programme monthly figures – April 2011 figures

No of registrations

500

480

460

440

420

Let's Talk Colorado Registration Figures 10/11

Jul-10 Aug-

10

Jul-10 Aug-

10

Issue Date: 26 April 2011

Sep-

10

Sep-

10

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Mar-

11

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

Apr-

11

Series1 453 453 456 468 471 476 477 478 488 492

Selling Long Haul April 2011:

Circulation: 16,500

Media Value: $338.86

Oct-

10

Nov-

10

Dec-

10

Jan-

11

Feb-

11

Mar-

11

Apr-

11

33


Travel Uni Newsletter April 2011:

Circulation: 16,000

Media Value: $991.35

Issue Date: 26 April 2011

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

34


Issue Date: 26 April 2011

6.0 Travel Trends

Publication: Travel Weekly

Article: BA and American to align transatlantic flight schedule

Date: 25 March 2011

British Airways and partner American Airlines are to align their schedules to create a transatlantic

shuttle service this summer.

Flights between Heathrow and New York will run hourly between 1pm and 8pm from March 27 and the

airlines say there will also be a maximum of only an hour and a half between morning departures.

Four Chicago flights to London currently run at similar times at about 5pm and 8pm. Under the new

schedule, the flights will be evenly spaced, departing at around 5pm, 6pm, 7pm and 8pm. The existing

9am and 9.45pm slots will remain as they are.

Two of the three Miami flights from London clash at about 10am, and these are being split to leave at

10am and 11am.

The joint business will also offer direct daily American Airlines flights between New York (JFK) and

Budapest from April 5, and Chicago-Helsinki from May1.

BA returns to the London-San Diego route on June 1 after a gap of eight years. Prices start at £566

return including all fees.

The carrier also starts serving San Juan in Peurto Rico from March 28 with prices leading in at £530

return. Services from Gatwick to Cancun rise from two to three a week from March 27.

Iberia is starting the only direct service between Spain and California with a Madrid-Los Angeles service

three times a week from March 28, with an additional flight between July and September.

The Spanish carrier is also starting flights between Barcelona and Miami, operating three times a week

from March 29.

Publication: Travel Daily

Article: Getabed.co.uk reports year-on-year sales increase

Date: 28 th March 2011

Trade only accommodation provider Getabed.co.uk has recorded a 39 percent increase in bookings

compared to last year. The value of transactions has increased 14 percent on average, with New York,

Las Vegas and London still fronting the top selling destinations. However, Seattle and Chicago have

been named as the fastest growing destinations for the company, while Spanish destinations

Fuerteventura, Costa Brava, Tenerife, Madrid and Ibiza follow respectively. “Historically we have

always been strongest in the long-haul arena and also US cities, so to see the growth coming in from

more mainstream European resorts and cities too is great for diversifying our business and showing

agents that we have a full, worldwide portfolio on offer,” said Matt Stuart, managing director of

Getabed.co.uk.

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

35


Monthly Report – Cellet Travel Services Ltd UK Representative

May 2011

Index Page

1.0 Fast Facts 2

2.0 Public Relations 3

2.1 Press Releases / Newsletters 6

2.2 B-Roll, Video and photo Usage 7

2.3 Update of Media Calls/Press Contacts 7

2.4 Provisional Individual Press Trips 8

2.5 Group Media Trip 9

2.6 Media Events 10

2.7 Social Media 11

3.0 Travel Trade Promotions 13

3.1 Current Co – Ops 13

3.2 Trade Contacts/Sales Calls/Sales Leads 20

3.3 Travel Trade Events, Trainings, Seminars, Workshops 20

3.4 Trade Fams – GROUP 21

3.5 Travel Trade Shows 22

3.6 UK Sales Mission 23

4.0 Consumer Promotions and Shows 24

4.1 Consumer Related Programs 30

4.2 Consumer Shows 31

4.3 Consumer Enquires without brochure fulfilment 33

4.4 Distribution of Materials 33

4.5 Total Fulfilment Graph 34

5.0 Memberships and Travel Uni 35

5.1 Visit USA Memberships 35

5.2 Travel Uni 36

6.0 Travel Trends 39

Issue Date: 31 May 11

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

1


Fast Facts:

1.0 Monthly Report – Cellet Travel Services Ltd UK Representative – May 2011

Highlight 1: Pow Wow 2011, San Francisco. Cellet hosted a total of 30 meetings, with 19 of those being with

key UK Tour Operators; this was an increase in meetings for the UK & Ireland of 20% over 2010.

Highlight 2: Direct results from March 2011 media fam trip CTO coverage appeared on Whitelines website,

this teaser has generated a PR value of $627,000 to date.

Further teasers and videos expected summer 2011. The Withelines website receives 3.4Million hits per month

and the videos have been seeded out via Whitelines and Cellet’s Social Media Platforms

Public Relations

� Number of Media Calls/Follow up Calls: 8

� Press Release drafted/sent: 1

� Newsletter: 1

� Total May 2011 Monthly Media Equivalency in US Dollars: $643,326.86

� Total Cumulative Equivalency compared Year to Date in British Pounds: £3,386,002 plus .13.76%

over FY10

� Cellet Travel Services Ltd Placed Monthly Media Equivalency in US Dollars: $641,505.15

� Cellet Travel Services Ltd Placed Cumulative Equivalency compared Year to Date in British Pounds:

£2,511,374.10 plus 34.83 % on FY10.

Travel Trade

� Number of Sales Calls: 19

� Number of Trade Enquiries: 2

Running Co-Ops

� Bon Voyage

Consumer Fulfilment

� Number of Consumer Inquiries: 36

� Distribution of Materials: 36

US Dollar Exchange Rate May 2011 = $1.6496

� Compared to $ in May 2010 = $1.44

Online Activities:

CTO Official Website Visitors (UK version of Colorado.com): 1182

Website visits from UK: 226

Social Media – See page 11

Issue Date: 31 May 11

Cellet Travel Services Ltd, 47 High Street, Henley in Arden, Warwickshire, B95 5AA.

Tel: 08456 020574 Fax: 01564 795333 www.cellet.co.uk

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