South Korea Representation Received 12 proposals in response to the Korea RFP, May 2008. Interviewed 4 finalists, May 2008. Announced winner of Korea RFP to Aviareps Marketing Garden, July 2008. Account Representatives are as follows below with brief bio attached (Attachment A). 1. Emily Kim, Co-General Manger, Travel Trade 2. Irene Lee, Co-General Manager, Media 3. Jinah Joh, Travel Trade, Manager 4. Liz You, Media, Manager Matthew Boone visited Korea August 11 13, 2008 to accomplish the following: 1. Meet CTTC Korea staff 2. Review and discuss six month marketing plan (Attachment B) 3. Train staff 4. Meet with U.S. Embassy Commercial Affairs 5. Meet with Visit America Committee Chair 6. Meet with key industry representatives Submitted an internal communication to CTTC senior management from the U.S. Embassy on the status of visa waiver implementation in South Korea after the recent visit of President Bush to South Korea. Target implementation date is December 2008/January 2009 (Attachment C). Distributed CTTC Korea office opening press release on August 20. Immediate release results are as follows below (Attachments D and E). 1. 13 Media Outlets Reported on CTTC office opening Press Release 2. 5.1 Million Audience Reach 3. $22,400 Media Value Executed Tourism Marketing Agreement for CTTC South Korea Office with Aviareps Marketing Garden, September 2008.
Approved three separate market entry research projects (Travel Trade, Media and Consumer) to accomplish the objectives below. Research will be conducted in September 2008 with a detailed report submitted October 2008. 1. Evaluate state of California brand 2. Evaluate awareness/knowledge of California travel product 3. Identify core consumer market segments 4. Identify California travel product per core consumer market segments Submitted the office opening event (November 17, 2008) outline for review by CTTC senior management. The event location we are looking at is the residence of the U.S. Ambassador to South Korea with the new Ambassador hosting the event on behalf of CTTC. Request from U.S. Embassy has been made. Waiting for answer (Attachment F). Matthew Boone to visited Korea September 16 and 17, 2008 to accomplish the following: 1. Review and discuss status and implementation of 6-month marketing plan, budget and ROI. 2. Review and discuss office opening event and deliverables 3. Collect intelligence on Visa Waiver implementation schedule 4. Collect intelligence on implementation of Electronic System of Travel Authorization 5. Network with key travel industry representatives CTTC Korea office managers, Emily Kim will come to October 2008 Commission meeting to be introduced to the industry. While in California they will: 1. Present market entry research results (Travel Trade, Media and Consumer) 2. Participate in office training (Travel Trade, Technology, Communications, Co-op Promotions and Research) 3. Participate in California product fam tour CTTC Korea staff will participate in California product orientation FAM and office training October 2008
Emily Kim Co-General Manager, Travel Trade Attachment A Responsible for strategic planning and marketing services at Aviareps Marketing Garden, Korea. Began career at Four Seasons Hotels and then proceeded on to Edelman Public Relations. Subsequently with Hyatt Hotels for six years as Manager of Korea Business Development on behalf of Hyatt properties in Guam and Saipan. Educated at University of Washington in Seattle. Speaks fluent English. Irene Lee Co-General Manager, Media Responsible for strategic planning, public relations and consumer initiatives at Aviareps Marketing Garden, Korea. Managed al marketing and public relation activities for Guam Visitors Bureau in South Korea, one of the most important visitor bureaus in the Korean market. Responsible for design, development and implementation of marketing programs valued at more the US $120 million based upon strong negotiation skills and industry networks. Speaks fluent English. Jinha Joh Manager, Travel Trade Responsible for day to day contact with travel trade at Aviareps Marketing Garden, Korea. Began career as travel editor at two top luxury consumer magazines, Haute and Noblesse. Continued career in hotel sales and travel public relations at Hyatt Hotels, Couran Cove Island Resort in Australia and Novotel Seoul. Worked as marketing manager at Hyatt Regency Saipan. Masters degree from Macquarie University in Sydney, Australia. Speaks fluent English. Li You Manager, Media Responsible for day to day contact with media. Began her career at Edelman Korea and KPR & Associates. Continued career as public relations manager at Hyundai Department Store, where she manage VIP promotions and public relation initiatives through print and broadcast media outlets. Educated at Ohio University. Speaks fluent English.
Attachment B CTTC KOREA FIRST SIX MONTHS ACTION PLAN Phase 1 Aug - Sep Aug - Sep Aug - Sep Aug - Sep Mid Oct End Oct Phase 2 Aug - Oct Aug - Nov Oct Aug - Nov Oct Nov Nov Phase 3 Oct - Dec Oct - Dec Jan Feb Feb Apr Mar - May Phase 4 Nov - Jan Nov - Jan Jan Phase 5 Research & Planning Media Research Travel Trade Research On-line Consumer Research Korea Marketing Plan Refinement Based on Research Results Staff FAM to California Research Results & Korea Marketing Plan Presentation at CTTC HQ Office Opening & Tool Kit Development Collateral Development CTTC Stationary, Visitors Guide, Map, Giveaways etc Website Updates/Refinement to Equal Japan Website First California Club (Stakeholder) Meeting Website Updates/Refinement to Equal Japan Website Conduct TV Tie-in with Celebrities, Appoint them as "California Ambassador" at November Launch Party or Secure Celebrity Endorsement Launch of First Agent Co-ops Launch Party/Official Announcement/Website Launch Product Development 10 Key Theme Brochure development Model Itinerary Development California Receptive Operator Training/Meetings following Summit Korea Mission (Travel Trade Mart, Seminar and VIP Dinner) Launch of On-Line California Academy Based on 10 Experiential Themes and New Itineraries Travel Trade FAM Surrounding New Itineraries Sales Manual Development for Tour Operators Visa Waiver Launch Program Co-op with Airlines (KAL, OZ, UA) and US Embassy to Announce/Prep for Visa Waiver Co-op with Consumer Brands to Educate Consumers on ESTA Media Round Table Interview on VWP with US Embassy E-Marketing
Nov - Jan Jan - June Feb - May Mar - June Daily Deliverables: PR & Online Monthly Press Releases e-newsletters Media FAMs Editorial Media Pitches CTTC Korean Website Launching Campaign with On-Line portals Search Engine Optimization CTTC Blog Development Second Generation Website Development Website Content Updates and Maintenance Website Development & 2nd Generation Travel Trade Daily Sales Calls Product Development Travel Trade Training, Seminars, Workshops, Road shows CTTC Stakeholder Meetings
Attachment C Visa Waiver Update, August 2008 During their early August meeting in Seoul, President Lee and President Bush renewed their pledge to put the Visa Waiver Program (VWP) in place for citizens of the Republic of Korea as soon as possible -- perhaps as early as January 2009. Since the August 2007 passage of key U.S. legislation updating the VWP, Korean and U.S. officials have made remarkable progress toward their goal of making the program a reality for Korean citizens. Just a few elements of the ROK/U.S. bilateral accord on the VWP remain to be completed. The Republic of Korea plans to begin issuing e-passports -- passports that contain an electronic chip -- to regular passport holders by late August 2008. Every Korean citizen who travels to the U.S. on the VWP will need to travel on an e-passport. The U.S. Department of Homeland Security has already launched ESTA, the Electronic System for Travel Authorization, whereby VWP travelers will go online to get pre-approval for their travel to the U.S. The online ESTA form contains much of the information currently requested of passengers in the I-94 form most passengers complete on the plane prior to arrival in the U.S. Once the ESTA form has been completed and the information submitted the traveler should receive a response within minutes. If travel is approved, the person may travel to the U.S. as many times as he or she would like for the next two years or until the traveler's passport expires -- whichever comes first. ESTA is currently optional for citizens of countries already participating in the VWP, but will be mandatory for all VWP travelers as of January 12, 2009. The next critical step for to undertake is to educate Korean travelers on the benefits and responsibilities of travel using the Visa Waiver Program. Most people recognize that the VWP is convenient and eliminates the expense of applying for a visa. However, all potential travelers must recognize that the Visa Waiver Program is only for visitors who plan brief stays in the U.S. for tourism or for business trips. VWP travelers may not study, work, extend their stay or change from VWP status to another kind of status (such as arriving on the VWP and then changing to student visa status). Each traveler must have an onward ticket for departure from the U.S. and must remain in the U.S. for no more than 90 days. People who have been refused entry to the U.S. or who have been deported from the U.S. should obtain a visa prior to travel -- no matter what the purpose of that travel might be. In addition, anyone how has a criminal record should apply for a visa before departing for the U.S. Diplomats, students, air crew members, workers, performers and religious workers also need to apply for visas before they travel to the United States. Additional information about the benefits and responsibilities of travel using the Visa Waiver Program will be made available on the U.S. Embassy Seoul website. http://seoul.usembassy.gov/vwp_roadmap.html The U.S. Department of Homeland Security website is also a good source of information about the Visa Waiver Program and ESTA. http://www.dhs.gov/xnews/releases/pr_1212498186436.shtm
Attachment D CTTC Korea Office Opening Press Release CALIFORNIA TOURISM ANNOUNCES OPENING OF SOUTH KOREA OFFICE AVIAREPS Marketing Garden Named In-Market Agency (Sacramento, CA, August 12, 2008) In its continued efforts to drive international visitation and capture the Asian travel market, the California Travel and Tourism Commission (CTTC) has appointed AVIAREPS Marketing Garden as its sales and public relations representation office in South Korea. AVIAREPS Marketing Garden will work closely with CTTC to market the California experience to Korean consumers and boost product awareness among the Korean travel trade and consumers. South Korea is already California s fourth largest overseas market with 331,000 annual visitors, and we expect that number to increase dramatically with the easing of visa restrictions and expected expansion in airlift, said Caroline Beteta, CTTC chief executive officer and national chair of the Travel Industry Association (TIA). Increased visitation is forecast on the national level as well South Korean travel to the U.S. reached a new record volume of 806,000 visitors in 2007, after four straight years of impressive growth. California is uniquely positioned to capture this soaring travel market, with our diverse product and access through top gateway cities, such as Los Angeles and San Francisco. As a full representation office scheduled to open Sept. 1 in Seoul, AVIAREPS Marketing Garden will generate cooperative marketing opportunities and promotional campaigns with the South Korean travel trade industry, establish and expand California s Web-based presence in the marketplace and leverage the Korean media to increase consumer awareness of California s iconic and unique attractions. South Korea is the sixth international tourism office for California, following the United Kingdom, Japan, Australia, Germany and Mexico. South Korean travel expenditures in California totaled $405 million in 2007, with leisure travelers spending an average of $1,368 per visit. Global visitation to California generates $16.7 billion, or 17percent of overall tourism expenditure in the state. International tourism is a bright spot in the California economy, and South Korean visitors have among the highest spends of all of our major international markets, said Beteta. With the implementation of the Visa Waiver program in Korea, we believe this market has the potential to provide significant international growth for the California travel industry.
Attachment E CTTC Korea Office Opening Press Release Results
A. South Korea Sales Mission Objectives Attachment F South Korea Office Opening Event November 17, 2008 DRAFT (August 21, 2008 RSVD 1) 1- Lead 15-20 delegates to one day sales mission to one of the fastest growing international markets 2- Leverage introduction of implementation of Visa Waiver Projected January 2009 (See Attached US Embassy Update on Visa Waiver Received August 19, 2008) 3- Introduce NEW CTTC in country office representation to travel trade and media (150 Attendees - Airlines, Tour Operators and Travel Media) 4- Initiate NEW relationships with top industry representatives B. How to Achieve Objectives 1- Leverage delegate attendance to China International Travel Mart (CITM) to invite 15-20 representatives to also visit South Korea to kick off opening of CTTC South Korea Office. 2- As the number one destination of South Korean visitors to the United States (41% Market Share, 46,000 Visitors 2007) and with the impending implementation of Visa Waiver, conduct a evening reception to demonstrate California's commitment to destination product managers and key executives of the South Korean travel industry by introducing California's goal to double visitation to 600,000 visitors in three years (2013) and the core marketing activities that will help facilitate that goal. 3- Conduct evening reception by inviting key destination product managers and key executives of the South Korean travel industry to introduce new CTTC South Korean office. 4- Through the evening reception, develop a data base and communication platform to communicate on a regular basis with strategic influencers in South Korean travel industry. C. Confirmed CITM Delegates (15-20 Delegates Maxiumum) CVBs / DMOs 1- Los Angeles Convention and Visitors Bureau (President and CEO Mark Liberman Attending with Possible City Council Representative) 2- San Francisco Convention and Visitors Bureau 3- San Diego Convention and Visitors Bureau 4- Anaheim Convention and Visitors Bureau 5- Beverly Hills Convention and Visitors Bureau Attractions 6- Disney International 7- Universal Studios Hollywood 8- San Diego SeaWorld 9- Academy of Sciences (2 Representatives Attending)
Cultural Venues National parks / State Parks Hotels 10- Handlery Union Square Hotels, San Francisco 11- The COVA Hotel, San Francisco 12- Radisson Fisherman's Wharf Hotel Other 15- South Coast Plaza D. South Korea Dates / Schedule November 15, 2008 November 16, 2008 November 17, 2008 Depart for South Korea Arrive in South Korea (Seoul) Country / Travel Industry Briefing by CTTC South Korea Office Visa Waiver Briefing by Us Embassy Commercial Affairs CTTC / California Delegation Media Roundtable CTTC South Korea Evening Reception November 18, 2008 Depart of People's Republic of China for CITM E. CTTC South Korea Evening Reception Communication Points / Deliverables (Possible NEW US Ambassador Attendance, Catherine Stevens, TBD, Request Made through US Embassy - Commercial Affairs August 19, 2008, John Fogarasi, Minister-Counselor for Commercial Affairs, US Embassy and Grace Sung, Commercial Specialist) 1- New US Ambassador to South Korea Welcomes California Delegation and South Korea Travel Industry Representatives 2- New US Ambassador Highlights South Korean travel trends to United States and California 3- New US Ambassador Highlights Status of Visa Waiver Implementation and Impact on Tourism 4- CTTC Welcomes South Korea Travel Industry Representatives 5- CTTC Acknowledges California Delegation Representatives 6- CTTC Introduces New CTTC South Korea Office and Representatives 7- CTTC Media Presentation on California Gateways and Diversity of California Travel Experience 8- CTTC Highlights Select 2009 Marketing Activities / Deliverables Promoting South Korean Travel to California -Visa Waiver Kick-Off Campaign -New California Website visitcalifornia.co.kr (Korean Language) -New California Gateway and Theme Product Itineraries (Korean Language) -New California Visitor Guide (Korean Language) 9- Gift for Attendees -California Wine Provided by California Wine Institute and California Wine Opener Branded with visitcalifornia.co.kr Website Address)