CALIFORNIA TRAVEL & TOURISM COMMISSION FEBRUARY 2, 2011

Transcription

1 CALIFORNIA TRAVEL & TOURISM COMMISSION MEETING OF THE RURAL TOURISM ADVISORY COMMITTEE & THE CALIFORNIA WELCOME CENTERS ENTERS FEBRUARY 2, 2011

2 Call To Order Webinar Overview & Launch Due to internet speed, webinar attendees may be unable to see videos in real time. Please download videos from. We apologize for this inconvenience.

3 Scott Schneider President and CEO Visit Mendocino County California Travel and Tourism Commission Rural Tourism Advisory Committee Chair

4 Agenda Overview CTTC Updates Rural Tourism Advisory Committee Rural Funding Overview Rural Tourism Marketing Task Force Update Committee Comments and Questions Discussion Tentative Schedule of Meeting for 2011

5 Caroline Beteta President and CEO California Travel and Tourism Commission

6 Tourism Update National Update 5-Year Strategic Marketing Plan Rural Tourism Update Rural Tourism Marketing Task Force Rural Tourism Tool Kit California Welcome Center Update

7 Brand Expansion Plan

8 Brand Expansion Plan 1. Purpose of the Plan 2. Executive Summary A. Strategic Framework B. Guiding Principles C. Trends & Implications D. Objectives, Strategies & Metrics 3. About CTTC 4. Research and Analysis A. New World of Travel B. The New Normal C. Technology D. Repeat Visitation 5. Marketing Overview A. Marketing Program History & Success B. Objective 1: Platform C. Objective 2: Brand D. Objective 3: Engagement 6. The International Market A. International Market Overview B. Objective 4: International 7. Road Map A. Objective 1: Platform B. Objective 2: Brand C. Objective 3: Engagement D. Objective 4: International 8. Appendix A. Global Media Analysis B. Market-Specific Media Consumption C. Strategic Plan Task Force D. CTTC Five-Year Planning Team

9 Brand Expansion Plan

10 Brand Expansion Plan

11 Brand Expansion Plan

12 Brand Expansion Plan

13 Brand Expansion Plan

14 Lynn Carpenter Vice President Marketing

15 Marketing Advisory Committee Recap Rural Brand Identity Program Feedback Developed by MeringCarson for California Developed by MeringCarson for California Destinations

16 Television Creative Misconceptions Umbrella Spot Kim Kardashian The Jonas Brothers Jason Mraz Betty White Began airing 11/4/10 The Good Life Wine & Food Spot Randy Lewis Michael Chiarello Giada DeLaurentiis Begins airing 2/14/11 Friends in High Places Snow Spot Julia Mancuso Errol Kerr Shannon Bahrke Begins airing 2/14/11

17 Video: TV Commercials Misconceptions Good Life Friends in High Places

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19 Ellen DeGeneres Custom Integration Program Overview: 3 custom content integrations 28.5 minutes total air time Co-branded online advertising driving to immersive online trivia game Social media exposure on Ellen s channels Program Results: Over 68.9 million total gross impressions 77,000 pageviews to the California page 40,017 total quiz completions (34% completion rate)

20 Video: Ellen Highlight

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22 True Californians Print Campaign evolution to better convey the brand in a uniquely California way Features pioneers, innovatorsand iconswho reflect the California attitude and spirit Randy Lewis racecar driver turned winemaker Glen Plake pioneer of extreme skiing Jack O Neill pioneer of the wetsuit Roy Choi pioneer of California s street food movement Frank Almeda creator of the living roof at the California Academy of Sciences

23 More Marketing Dan Mishell, Research Leona Reed, International Amanda Font, Rural & Co-Op Programs

24 Karin Fish Chief of Operations

25 Rural Update New leadership for rural tourism advisory committee: Chair: Scott Schneider Vice-Chair: Bob Brown North Coast Tourism Council Ontario CVB New CTTC Tourism Development Manager. Annie Hess Rural Task Force formed to explore rural programs. Kickoff: January Focus groups planned for February & March.

26 Dan Mishell Research Director

27 California Outlook

28 2010 Year-End Projections Travel Spending = $94.7 billion +7% State and Local Taxes= $5.7 billion +7% Employment= 881,000 0% Direct Travel Spending in California $120.0 $100.0 $80.0 $60.0 $40.0 $20.0 $0.0 $87.7 $94.7 Source: Dean Runyan Associates, Tourism Economics

29 CA Hotel Occupancy 2010 occupancy surpassed 2008 occupancy after October J F M A M J J A S O N D Source: Smith Travel Research

30 California Hotel Room Rates Average room rates have been slower than occupancy to recover, reflected in the flat change in yr/yr rates through December Revenue per available room is up yr/yr 6.1% through December J F M A M J J A S O N D Source: Smith Travel Research

31 CA Hotel Regional Occupancy Hotel demand is up around the state Room Demand % Change by Region YTD December Gateway Rural Other Source: Smith Travel Research

32 Tourism Industry Trends Domestic traffic up 2% through November International traffic up 6% through November 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% -2.0% -4.0% CA Airport Traffic Yr/Yr Chg: Last 12 Months Domestic International N D J F M A M J J A S O N

33 Tourism Industry Trends Welcome center traffic has been up yr/yr since June CA Airport Traffic Yr/Yr Chg: Last 12 Months 180, , , , ,000 80,000 60,000 40,000 20, % 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% -10.0% -20.0% -30.0% Total Visitors % Change

34 Spring 2010 ROI Research: Canada Canadians from all geographies visit rural as well as urban destinations California Regions Visited % Visited Western Canada Toronto Rest of Country Central Coast 18% 34% 20% Central Valley 5% 8% 10% Desert Area 28% 19% 27% Gold Country 14% 15% 17% Inland Empire 9% 13% 20% Los Angeles County 40% 53% 27% North Coast 11% 11% 10% Orange County 28% 23% 13% Sacramento High Sierra 8% 11% 13% San Diego County 32% 26% 23% San Francisco Bay 42% 37% 60% Shasta Cascade 5% 5% 13% Source: SMARI

35 Spring 2010 ROI Research: UK Visitors from the UK are staying longer in California and visiting all regions within the sate California Regions Visited % Visited Central Coast 57% Central Valley 17% Desert Area 34% Gold Country 24% Inland Empire 20% Los Angeles County 59% North Coast 17% Orange County 27% Sacramento High Sierra 37% San Diego County 29% San Francisco Bay 71% Shasta Cascade 10% Nights spent in California Used Paid Accomodations 82% 82% 82% Visited Other States 61% 70% 60% People in Party Source: SMARI

36 VCA Q1-Q Survey During your most recent vacation or leisure trip in CA, which areas of California did you visit? Areas of California visited Other Redding Quincy Mt. Shasta Chico Anderson San Jose San Francisco Oakland Napa Berkeley San Diego Oceanside Escondido El Cajon Carlsbad Yosemite Truckee Mammoth Lakes Lake Tahoe Bishop Santa Ana Laguna Beach Huntington Beach Costa Mesa Anaheim Santa Rosa Mendocino Eureka Crescent City Arcata Santa Monica Pasadena Malibu Los Angeles Hollywood Temecula San Bernardino Riverside Lake Arrowhead Big Bear Lake Sonora Sacramento Placerville Nevada City Auburn Palm Springs Palm Desert Needles El Centro Barstow Visalia Stockton Fresno Fairfield Davis Ventura Santa Barbara San Luis Obispo Monterey Big Sur 0 % 0 % 2 % 0 % 2 % 9 % 3 % 3 % 3 % 3 % 2 % 5 % 8 % 3 % 0 % 6 % 0 % 5 % 8 % 6 % 2 % 5 % 3 % 5 % 5 % 2 % 9 % 2 % 9 % 2 % 0 % 2 % 0 % 0 % 5 % 6 % 2 % 2 % 2 % 2 % 2 % 3 % 0 % 6 % 3 % 0 % 5 % 3 % 0 % 2 % 9 % 9 % 9 % 13 % 13 % 17 % 17 % 19 % 23 % 27 % 45 % Travelers who used VCA.com are visiting the whole state 0 % 5 % 10 % 15 % 20 % 25 % 30 % 35 % 40 % 45 % 50 %

37 California Tourism Outlook 2011 Forecast 3% increase in visits Domestic visits up 3% International visits up 6% 6% increase in travel spending Domestic spending up 5% International spending up 9% Source: Tourism Economics, October 2010

38 Leona Reed Senior Director of International Marketing

39 Did you know? Canada and Mexico Interest in traveling for a sporting event such as NBA Basketball, NHL Hockey, MLB Baseball UK and Brazil Winter sports are popular and consumers from these markets frequently travel to Colorado/Whistler for ski vacations Opportunity for High Sierra regions Australia Exchange rate and vacation period make short trips (for concerts, special events) more appealing China, India & Korea Higher education for their kids is a priority These markets rank respectively for foreign students in our state. China wine is very trendy right now but they are only interested in RED wine.

40 Spring 2011 Delegate Participation Asia Participation Napa Valley Wine Train Asia/Australia/Europe Participation Palm Springs Desert Resorts CVA Yosemite Tourism Bureau Australia Participation North Lake Tahoe Resort Assn. Europe Participation High Sierra Mammoth Mountain Resort Santa Barbara CVB Sonoma Wine Country

41 Free Opportunities Research Extensive, niche specific international research that highlights travel by activity or niche Example: Australia interest to visit a state/national parks can be useful information for regions Press Releases and Social Media Channel Content Add CTTC international office PR contacts to regional/cvb press release distribution to keep them informed of new developments Media and Trade Fams Host CTTC s international fams Submit new regional itineraries/materials to be shared with international offices DAMS/Content Submission New events and new photos for international Web site use

42 Post Pow Wow FAMS focus on showcasing Northern California focus on showcasing Southern California 50% of all spots available already sold to key trade and media contacts Themes and Locations: A River Runs Through It (SF, Redding, Shasta Cascade, Sacramento) California Farmer s Market (SF, Central Valley, Fresno, Tri Valley) High Sierra for All Seasons (SF, North Lake Tahoe, South Lake Tahoe, Mammoth Lakes) Go Coastal (SF, Monterey, SLO, Santa Barbara) Redwoods & Wine (SF, Mendocino, Ft. Bragg, Garberville, Eureka) Stars of LA (LA) Strike it Rich! (SF, Sonoma, Gold Country, Sacramento) Surrounding San Francisco (SF, Napa Valley, Santa Cruz, San Mateo County) Yosemite Wonders (Yosemite)

43 International Pow Wow 2011 US Travel s International Pow Wow May 21 - May 25, 2011 San Francisco, California Travel industry's premier international marketplace and the largest generator of Visit USA travel CTTC to match $24,000 for Pow Wow - $3,000 matching funds per rural region

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45 Jennifer Sweeney Public Relations Manager Communications Update

46 California Restaurant Month Communications platform for Restaurant Weeks in January destinations statewide 2.4 million media impressions $802,000 media value

47 California Restaurant Month Canada AM, the national morning show, reaches193,000viewerswith a total advertising value of $105,864, per segment. Chef Ben Ford on January 11 th & Chef Mark Peel on January 18 th NBC s Today Show reached 2 million viewers with an ad value of $ Chef Ben Ford on January 20 th

48 California Restaurant Month Advertising Mentions Custom Marketing Group Reached 1.1 million Cultural Traveler Reached 200,000 Social Media Social Media Facebook Twitter Gowalla

49 2011 Media Events San Francisco: February 1, Media RSVPs to date New York: March 29, 2011 Registration opens January 3, 2011

50 California Restaurant Month Statewide communications platform for DMO Restaurant Weeks January 2011 Target high-value culinary travelers during off-peak season

51 Amanda Font & Gwynne Spann Co-op Marketing Manager & Content Manager

52 New! Culture California Co-op Multi-page advertorial in 2011 California Road Trips Guide Circulation: 1 Million Includes: Company name, URL, Phone Number, 25-word description Added-Value: Free reader-service listing in June issue of Sunset Exposure on Sunsetgetaways.com Exposure on visitcalifornia.com Social media posts on CTTC s consumer channel

53 CTTC/CMG Spring 2011 Digital Campaign The digital spring CMG co-op will serve as a complement to the fall in-book inserts that will take people deeper into the California experience Includes more robust content: videos, calendar of events/and or itineraries, s/and or sweepstakes Anchored by talent from CTTC s brand advertising campaign Program Reach: 1.5 million 1 million to U.S. consumers 500,000 to Canadian consumers

54 Fun Spots partnering attractions Open until June 30, 2011 Cumulative results January 1 - December 31, 2010: 131,934 downloaded coupons (25% increase from 09) 107,685 clicks-through to attractions' web sites/63.3% average CTR (17% increase from 09) 218,261 Deals page views 170,041 Fun Spots page views 163,012 Fun Spots unique page views

55 Owned Update: E-Newsletter Program

56 Misconceptions Integration Interactive video to bring the spot to life online Objectives: Capitalize on interest in the TV spots Provide additional exposure to locations featured in the spot Engage consumers by providing trip planning details in a new way Measurement: Time spent viewing/interacting Click-thru to trip planning content

57 E-newsletter Program Newsletters to be deployed on a monthly basis Special newsletters deployed to promote CTTC programs and initiatives as needed As our editorial partner, Sunset drives the content choices: Aligns to overall brand message of abundance: both regionally and activity-based Supports CTTC key initiatives Content choices will be refined through testing Possible cooperative and advertising opportunities in the future

58 Welcome and Reintroduction Plan Welcome Re-introduce CTTC database to Visit California & generate enthusiasm for future communications Creative consisted of: Welcome Message Deals-based message highlight FunSpots Insider Information through Inside Scoops Travel Tools: Visitor s Guide, Interactive Map, CWC information and link

59 Initial Results: Overview Four separate welcome s deployed with targeted messages based-on date and method of joining database deployed to a total of 343,021 records from January 14th to the 20th Campaign performance exceeded expectations The Average Open Rate (13.68% ) is slightly above the Industry Average for Travel s (13 %) The Average Click Through rate (14.2%), also exceeds the Industry Average (10%) 19.78% of undelivered s were caused by hard bounces as the result of incorrect addresses Welcome Campaign Sent Delivered Delivered % Opened Open % Unique Clicks Unique click % Unsub Unsub % TOTAL 343, , % 36, % 38, % 4, %

60 Initial Results: Unique Clicks recipients were engaging with and sharing the content. 46% of all Unique Clicks were made to the share to Facebook and Twitter links provided for each story.

61 Rural Update Review & Approval of October Minutes Checks to be issued February 2011 Next Reporting Date Matching Funds Contracts Pow Wow Funding

62 Multi-Regional Funds Available Rural California Reception at Pow Wow Distribution of Rural Regional Guides in California Welcome Centers Rural representation CTTC International Events Contractor to assist with Rural programs and Iniciatives

63 Rural Marketing - Task Force Rural Program Review Meeting To Be Held February and March Field Research & Qualitative Feedback Facilitate Regional Discussions: Northern, Central, & Southern Rural Tool Kit Developed from Task Force Call Circulate to Interested Parties Branding Identity Program (MeringCarson) Circulate Pilot Program to Interested Parties: February 8th

64 Round Table: What is one challenge or success you have had recently marketing as a region.

65 John Severini California Travel Industry Association (CalTIA)

66 Schedule of Meetings 2011 April 12 Webinar April 27 th Rural No-Host Dine Around Mid July Sacramento, Webinar October TBD Southern California

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68 Find Marketing Materials Online! Travel Industry Tab Presentations

69 Get Involved Regions Web Content Submissions CTTC Publications Representative Contact Info. ( ; Phone) Lucas Himovitz Tourism Development Jonelle Tannahill Central Coast/ Ventura/Bay Area Jean Johnstone Northern and Central CA Northern and Southern CA Mountains Los Angeles Susan McCloskey San Diego, Inland Empire and Deserts Kathy Anderson (262) Orange County Cynthia Reynolds

70 Marketing Representatives Enhancement Plan: Releasing RFP on February 15 San Francisco Bay Area Northern California Greater Los Angeles Orange County Southern California

71 Questions? Comments? Reaction? Input? Opinion? Feedback?