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


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 



24




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 


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 





Homepage 

26




Colorado Promotion page – with call to action 

27




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 




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 


Facebook 

Cellet Travel Services Website 



30

Destinations Show Event Website 


Colorado had dedicated feature page on the show website 



31

Destinations Show Images 




32

Forthcoming Shows: 


Bon Voyage VIP Consumer Event – 24 February 2011 

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



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 




34

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 

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 



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 


5.0 Memberships & Travel Uni 


Edition: February 2011 


Media Value: $2,106 



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: 


Media Value: $473.85 




37

Travel Uni Newsletter February 2011: 






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. 




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.” 




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 



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 




2

Publication Title 

The Times 

Sunday Times 

Ireland 

From coast to coast - 

for less than $200 

Getting high with the 

Ski Elite 


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 



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 


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


Western Daily Press 

Families' fury as 

Somerset school trip 

is cancelled at last 

minute 


Date 

Published 

Shortlist On the Road 17-Mar-11 

Financial Times (Life 

and Arts) 

The man who skied 

America 

Journalist 


Type 


market 

currency) 





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 


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 


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 



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. 




6

2.4 Provisional Individual Press trips 

Date of 

FAM Trip 

23 Feb – 5 

March, 2011 

16-25 April, 

2011 

Publication 


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, 



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. 




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. 




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 


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 


National daily 

newspaper 

National UK 

publishing group 

National weekly 

Scottish 

newspaper 

focusing on news, 

lifestyle and sport 

Women’s national 

consumer 

magazine 


newspaper 

Ski and winter 

adventure 


adventure 


adventure 


adventure 


adventure 

Denver, Crested 

Butte, Telluride 











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 




11

3.1 Current Co-Ops: 

Company Details Dates Partners 

Bon Voyage 

American 

Holidays 

Ebookers 


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 



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% 


12


North America 

Travel Service 

(NATS) 

Premier 

Holidays 

Ski 

Independence 


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 


Line 

Feb / Mar 2011 N/A Online & Offline 

Nov 2010 – Feb 2011 N/A Online 



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


Ski Safari 

Tui Ski 

Touchdown 


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 


* 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 


Jan - Feb 2011 N/A Online 

Nokia Dec 10 – Jan 11 

ATOC Dec 10 – Feb 11 

N/A Online 


Line 



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 


• 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 




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 




16

Tui Ski – Consumer Promotion Online 

Cellet Coordinated with Tui Ski on the campaign 



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


� 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 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 




17

Ebookers.com UK and Ireland – Online Campaign 

Cellet Coordinated with ebookers on the campaign 


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 



Ireland 






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 




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 


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 



Participating 

Destinations 

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 


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 


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 




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 




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 




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 




24


London – Media and Trade event at Chutney Mary 



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 




26

Manchester – Trade and media Event 




27

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

54 Call centre employees briefed on Colorado 




28

Staff Training at Barrhead Travel in Scotland – 18 of their 

specialist North America department 




29







Highlights: 






Results: 


Opt in for Database: 253 




30




31




Cellet secured additional 

coverage on the banner adverts 

across various universities 

32


Campaign 




Highlights: 





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 


Homepage 



33





34




35


Previous Show: 

03 – 06 Feb 2011 – See February Report 


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. 




36


Bon Voyage Consumer Show 



37




July 2010 19 129 148 

August 2010 14 5 19 


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 




38




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 


requests) 

29 5 6 3 2 4 15 411 9 


Jul- 

10 

Aug- 

10 

Sep- 

10 

Oct- 

10 

Nov- 

10 

Dec- 

10 

Jan- 

11 

Feb- 

11 

Mar- 

11 

Mar- 

11 



Apr- 

11 

Apr- 

11 

May- 

11 

May- 

11 

Jun- 

11 

Jun- 

11 

39



Edition: March 2011 


Media Value: $2,106.00 





40


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


500 

490 

480 

470 

460 

450 

440 

430 


Jul-10 Aug- 

10 

Jul-10 Aug- 

10 


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: 





41

Travel Uni Newsletter March 2011: 






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.” 




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. 


Article: Brits factor in holidays in future spend 


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 


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." 




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. 


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


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. 




45


April 2011 

Index Page 



























Issue Date: 26 April 2011 



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 


• 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 


• Bon Voyage 


• Number of Consumer Inquiries: 5 

• Distribution of Materials: 60 

US Dollar Exchange Rate March 2011 = $1.655 

• Compared to $ in March 2010 = $1.53 


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






2


independent.co.uk 

thisislocallondon.co.uk 

telegraph.co.uk 


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 


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 


Type 


market 

currency) 





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 


£599.00 $991.35 GA Colorado General 

3



Date 

Published 

Journalist 


Type 


market 

currency) 



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 



Source 

Details 

Rocky Mountains, Crested 


£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 



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 


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 



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. 




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. 




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 


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 


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 



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, 


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. 




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 


Attending 

Journalist 

Dan Parkinson 

Deputy News 

Editor 

Daniel Smith 

Freelance 

Philip Johnson 

Freelance 

Rebecca Almond 

Junior Sub 

Editor 

Andrew Rudd 

News Editor 


659,650 

Approx. 800,000 

50,000 

253,000 

1,213,323 


newspaper 

National UK 

publishing group 

National weekly 

Scottish 

newspaper 

focusing on news, 

lifestyle and sport 

Women’s national 

consumer 

magazine 


newspaper 


adventure 


adventure 


adventure 


adventure 


adventure 













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 




11

3.1 Current Co-Ops: 


Bon Voyage 

American 

Holidays 

Ebookers 



* 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 



Line 



Results 

Pending – on completion of campaign 

Pending 

Summary 

UK 



Summary 

Ireland 



12


North America 

Travel Service 

(NATS) 

Premier 

Holidays 

Ski 

Independence 


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 


* 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 


Line 

Feb / Mar 2011 N/A Online & Offline 

Nov 2010 – Feb 2011 N/A Online 



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


Ski Safari 

Tui Ski 

Touchdown 


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 


* Homepage destination features on selected TUI 

websites for one month - TUI website generates 

over 40% of their total bookings 


* E-mail Marketing - December 2010 - distributed 

50,000 consumers 

* - Nokia Consumer campaign is now live 

* - ATOC Consumer campaigns are now live 


Jan - Feb 2011 N/A Online 

Nokia Dec 10 – Jan 11 

ATOC Dec 10 – Feb 11 

N/A Online 


Line 



Results 

Pending – Results currently being collated 

During campaign 4,800 clicks n 

destination feature. 


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 


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 



• 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 


• 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 




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 




16

Tui Ski – Consumer Promotion Online 

Cellet Coordinated with Tui Ski on the campaign 



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


• 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 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 




17

Ebookers.com UK and Ireland – Online Campaign 

Cellet Coordinated with ebookers on the campaign 


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 



Ireland 






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. 


Jonathan Ditte, Jetset Holidays and Jetset 

Guests 



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 




20

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 

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 



Participating 

Destinations 


























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 


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 


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. 




22






Highlights: 






Results: 


Opt in for Database: 253 





23




24




Cellet secured additional 

coverage on the banner adverts 

across various universities 

25


Campaign 




Highlights: 





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 


Homepage 



26





27




28


Previous Show: 

03 – 06 Feb 2011 – See February Report 



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. 



29




July 2010 19 129 148 

August 2010 14 5 19 


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 




30





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 


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 



Apr- 

11 

Apr- 

11 

May- 

11 

May- 

11 

Jun- 

11 

Jun- 

11 

31



Edition: April 2011 


Media Value: $2,151.50 





32


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


500 

480 

460 

440 

420 


Jul-10 Aug- 

10 

Jul-10 Aug- 

10 


Sep- 

10 

Sep- 

10 

Oct- 

10 

Nov- 

10 

Dec- 

10 

Jan- 

11 

Feb- 

11 

Mar- 

11 



Apr- 

11 

Series1 453 453 456 468 471 476 477 478 488 492 

Selling Long Haul April 2011: 



Oct- 

10 

Nov- 

10 

Dec- 

10 

Jan- 

11 

Feb- 

11 

Mar- 

11 

Apr- 

11 

33

Travel Uni Newsletter April 2011: 






34


6.0 Travel Trends 


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. 


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


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. 



35


May 2011 

Index Page 



























Issue Date: 31 May 11 



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 


� 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 


� Bon Voyage 


� Number of Consumer Inquiries: 36 

� Distribution of Materials: 36 

US Dollar Exchange Rate May 2011 = $1.6496 

� Compared to $ in May 2010 = $1.44 


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



Issue Date: 31 May 11 



2

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