VISIT CALIFORNIA JONELLE TANNAHILL, DIRECTOR INDUSTRY RELATIONS DAN MISHELL, DIRECTOR OF RESEARCH
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1 VISIT CALIFORNIA JONELLE TANNAHILL, DIRECTOR INDUSTRY RELATIONS DAN MISHELL, DIRECTOR OF RESEARCH
2 Visit California Leadership Governor of California Secretary of the Business, Transportation and Housing Agency and CTTC Chair 37 CTTC Commissioners Mike Gallagher Vice Chair CityPASS, Inc. Rusty Gregory Vice Chair Mammoth Mountain Ski Area Kathy Turner Chief Financial Officer Enterprise Rent A Car
3 Visit California Leadership Visit California President and CEO, Caroline Beteta Immediate Past Chair of US Travel Association Appointed Vice Chair of the Corporation for Travel Promotion National board to function as a the promotional body for United States travel and tourism industry
4 California Tourism Investment Accommodations contribution to assessment prior to 2007 was approximately $4.6 million, or 62%. Passenger car rental industry contribution will contribute an anticipated total of $240 million through 2013.
5 California Travel Impacts Travel Impacts: (p) Travel Spending $95.1B $101.2B State & Local Taxes $6.1B $6.5B Employment 873, ,000
6 California Travel Impacts 2011 Year to date: Hotel Revenue per Room +11.3% (Aug) Occupancy +5.6% ADR +5.4% Overseas Arrivals +14.3% (Jun) CWC Traffic +10.2% (Aug) Domestic Air Traffic +2.2% (Jul) Source: Tourism Economics, April 2011
7 About California California s job growth is largely being fueled by the three T's tech, trade and tourism.
8 Yr/Yr % Chg International Arrivals % 15.0% 10.0% 5.0% 0.0% -5.0% -10.0% -15.0% Top US Ports of Entry Overseas Arrivals YTD June, % 7.3% 16.1% 10.9% Source: US Dept. of Commerce
9 OUR MISSION: Create desire for the California experience
10 Brand Building
11 Destination Marketing Strategy USA California Region City/Town Hotel Retail Target = Retail Restaurant Atractions Cultural Activities
12 California Welcome Centers 20 CWCs Statewide 1. Alpine 2. Anderson 3. Arcata 4. Auburn 5. Barstow 6. El Dorado Hills 7. Mammoth Lakes 8. Merced 9. Oceanside 10. Oxnard 11. Pismo Beach 12. San Bernardino 13. San Francisco 14. Santa Rosa 15. Truckee 16. Tulare 17. Yucca Valley 18. San Mateo 19. Salinas 20. Buena Park
13 Brand Advertising Increase non-resident leisure travel visits Leverage Diversity positioning Communicate CA s core attributes and compelling point-of-difference: California Attitude Desirable eclectic lifestyle Unique culture Diversity is woven together by spirit
14 Brand Advertising Misconceptions New umbrella brand spot, new talent! The Good Life Showcases California as a culinary destination Friends in High Places Showcases Action, Sports, Reach Younger Demographic
15 Call to Action: Fresh Design & Added Content Featured Activities
16 Marketing Program Planner Visit California provides a great way for consumers to see your events, content & images! Please submit editorial content and destination listing requests through the submission tool Thousands of editorials & events have made it onto the Web site!
17 12 International Offices UK, Australia, Japan, Germany, Mexico, S. Korea, China, India, Brazil, France, Italy, Scandinavia
18 Retail Shopping
19 Bought Media - Broadcast 10/11 Ellen DeGeneres Content Integration Three DVR-proof destination integrations provided spectacular coverage of California travel product. The Central Coast integration, featuring Carmel & Monterey, promoted world-class shopping brands in California. Program Results: Total Audience: 2.64 million National TV Airtime: 28.5 minutes Nearly 70 million total gross impressions!
20 Video: Ellen Integration
21 Bought Integration - Broadcast TBS Added Value Segment Aired Saturday, March 12, 2011 on TBS Movie and a Makeover :30 vignette features legendary Rodeo Drive and designer boutiques including Tiffany & Co., Louis Vuitton, DeBeers and Versace.
22 Cooperative Promotions Shop California Co-op Marketing Program Sustaining member of Shop America Alliance Shopping packages featured on shopamericatours.com/california Credit card partnerships promoted through radio and online marketing Inclusion in Shop America Magazine CMG Insider s Guide to the Land of Plenty Fall 2010 This annual print insert showcases the true California, revealing the state s little-known-truths. Circulation: 1,100,000 U.S. Magazine Insert Canada Newspaper Insert
23 Owned Integration Print Publications 2011 Official State Visitors Guide & Travel Planner Circulation: 500, International Visitors Guides Circulation: 206, California Road Trips Guide Circulation: 1 million with 600,000 inserted into Sunset
24 Owned Integration: Web Shopping Ideas integrated throughout consumer Web site: visitcalifornia.com Dedicated landing page on homepage, under Things To Do : visitcalifornia.com/shop California Fives user generated content Trip Ideas (Itineraries) Inside Scoops Must Sees
25 Earned Media Integration Domestic Shopping Lifestyle Coverage FY 10/11 Impressions: 675,533 Ad Value: $24,614 Distribution of Insider Tips (retail shopping deals) and press releases at major travel trade and media events. One of 20 Story Ideas on tourism.visitcalifornia.com Shopping experiences as part of Fam Tours
26 Tradeshows Representation at 20+ travel trade shows in 2011 California Fashionista Show at Expo Vacaciones, Mexico ONE Travel Conference for Shopping, Dining & Cultural Tourism, Pasadena Go West Travel Summit, Idaho International Pow Wow, San Francisco California Travel Association Conference, Pasadena La Cumbre, Las Vegas World Travel Market, London NTA, Las Vegas
27 British Royal Visit
28 Media Events New York, San Francisco, Los Angeles Connecting California destinations and businesses with key consumer, lifestyle and travel media
29 Amgen Tour of California Visit California Founding Sponsor May 15-22, 2011
30 Pow Wow 2012
31 CA Tourism Social Media
32 Find This Presentation Online! Travel Industry Tab Presentations
33
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