Trade and PR report Italy May 2013

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1 Trade and PR report Italy May 2013 Market Overview Italy Last stats from OTTI are still those of November 2012: In November 2012 the decrease of Italian travellers to the US dropped again to 55, % compared to same month of last year. From January to November total visitors were 758,072 a slowdown of 6.4%. 83.3% of visitors were leisure, 15.7% business. Spain dropped to visitors just a 0.8% in November, Y. to D visitors 12.7 % % leisure, 13.1 % business. PR & Communication Press releases During the month of May the following press releases have been sent to media outlets and trade: Anima musicale di San Francisco California Primavera 2013 (update Calicontent April) La segnaletica in materiale riciclabile California Expert results San Francisco celebra Harvey Milk California Estate 2013 (update Calicontent May) 7th of May 14th of May 16th of May 21st of May 24 th of May 29 th of May Upload of press releases in SP and on the web site of Master Consulting FL Met again with Antonio Politano, photo journalists with an assignment from Touring the official monthly magazine of Touring Club Italiano, Silvestro Serra, Editor-in-Chief of Touring and Naar Tour Operator the official TO of TCI with an exclusivity agreement to sell tourism packages to the upscale and avid travelers 500,000 members of the Club. California will be an important piece of Antonio Politano s trip, product manager of Naar TO is working at the itinerary which will see journalist travelling to California around end of July Inquiries from consumers Several inquiries about maps and guides received from consumers. VisitCalifornia.it Continuous translation, update and localization of the content on VisitCalifornia.it In May visits were 4741(+17% vs April); unique visitors 4039 (+14% vs April);

2 TUI.it online advertising campaign The increase in visitors to Visitcalifornia.it is mainly due to the advertising campaign on TUI.it started on 6 th May. Data received from TUI.it on impressions/clicks from 6 th to 26 th of May show a good click rate (more than 0.25%) Here as follows redemption results: Period Line item Filter 6th 26th May2013 Visit California Date Dimensions Impressions ad server Clicks Clicks through Totale 300X Totale 728x Sales of California pakages on TUI.it, period 05/01 05/26 compared to same period of last year increased of almost 60%. 2012: 92 bookings 2013: 148 bookings ( + 60%) Campaign will be still on line for the month of Jun 2013.

3 TRADE Conf Call on May 16 th with Leona Reed, Dean Jacobberger, Lilly Kimmelshue, Shannon Brooks, Maria Teresa Rizzitiello and Massimo Loquenzi on May 16 th Proposed trade and PR activities and budget for next FY discussed at length; given the limitation of the available financial resources it has been suggested to concentrate efforts on the Donnavventura multidiscipline project integrating as much as possible PR & Communication and Trade components. In preparation of next FY provided comments on the International Guide. Brochure Analysis for IPW Brochure analysis in progress, priority has been given to Tour Operators that will attend IPW: Alidays Alpitour S.p.A. Auratours Vacances Italia Billabong Tour Operator CAST Cividin - Your Travel Planner Eden Viaggi Hotelplan Italia KUONI_BEST TOUR I Grandi Viaggi I Viaggi Del Delfino Marcelletti Naar Tour Operator Olympia Viaggi Ovet Alba Travel Group Wilderness Melville Travel & leisure OTP Online Training Program At the end of May 2013 travel agents registered: 2371 (+8%), California experts: 600 (+6%). Delivery of the prize (IPhone cover) to California Experts has started. Sent quotation for the translation of the new OTP that will replace the current one during FY 2013/2014.

4 New TOs, new California products. Sima Tour is an historical travel and tourism company based in Rome, the core business being GSA of airlines. They have started a traditional Tour Operator operation recently and are featuring USA since last year. They published an interesting package featuring Southern California. New projects: Naples & San Francisco, Unite the two Bays On behalf of San Francisco Travel, MC approached the office of the mayor of Naples to study projects to increase exchange between the two Cities. A delegation from Naples, lead by the Mayor, Luigi de Magistris, will visit San Francisco in June and among other activities and strategic meetings, de Magistris will announce a special performance, The Concert of the Two Bays, of the San Carlo Theater Orchestra in San Francisco on October 25 th at the SF Opera. The performance is The Requiem of Giuseppe Verdi to celebrate 200 years from the death of the Maestro. Director of the orchestra will be Nicola Luisotti who is director of both orchestras of Naples and SF. The inspiring umbrella of the event and the future collaborations is the project Unite the two Bays see also

5 IPW 2013, Las Vegas June 8/13 Appointments requested online for Visit CaliforniaL. In preparation of IPW Master Consulting FL srl elaborated a list of talking points for trade and media meetings. CARRIERS Ongoing relationship with carriers to evaluate marketing campaign, press trip cooperation and partnerships. ***

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