Traci Ward Director of Consumer Marketing
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1 Traci Ward Director of Consumer Marketing
2 OBJECTIVES Visit California Overview State of the Industry Marketing Program Highlights Partnership Opportunities
3 Marketing Mission Develop and maintain marketing programs in partnership with the state s travel industry that keep California top-of-mind as a premier travel destination. Marketing Objective Maintain and increase non-resident leisure travel to and spending in California.
4 WHAT DRIVES OUR SUCCESS? Commission Leadership Consistent Tourism Investment Worldwide Representation Industry Partnership and Support VISIT CALIFORNIA 4
5
6 VISIT CALIFORNIA LOCAL LEADERSHIP: CENTRAL COAST Cody Plott President & COO Pebble Beach Company Jay Jamison CEO & General Manager Pismo Coast Village Noreen Martin CEO Martin Resorts
7 Caroline Beteta President & CEO Visit California Director of Tourism Governor s Office of Business & Economic Development Immediate Past Chair Brand USA
8 STATE OF THE INDUSTRY
9 CALIFORNIA S TOURISM INVESTMENT Source: Visit California
10 COMPETITIVE SPENDING Ranking Destinations Budget (US$M) 1 Las Vegas $ Mexico $ UK $ Australia $ Turkey $ France $ Canada $ S Korea $ Hawaii $ Italy $ Orlando $ Illinois $ Germany $ Florida $ California $ NYC $ Texas $ Michigan $ Montana $ Virginia $17.3 Source: Individual Tourism Boards These are reported numbers, not necessarily actual spend. Florida just jumped to $63 million, New York (state) has committed to $60 million, and Hawaii spends closer to $100 million. Other destinations have strong partnership/ co-op plans that increase their spend level.
11 Combined Budgets (Millions) COMBINED INVESTMENT $700 $600 $500 $400 At least $1.6 billion is budgeted towards tourism promotion in the United States. $580 $608 $300 $200 $200 $158 $100 $50 $0 Brand USA Visit California California TBIDs Other State Tourism Offices Other U.S. City Offices Source: San Francisco State University, Visit California, U.S. Travel Association, Destination Marketing Association International,
12 THE TOURISM ECOSYSTEM Retail Shopping Restaurants Attractions Accommodations
13 Visitors spend more than annually in California $106.4 billion In travel-related consumer spending 917,000 Tourism-related jobs in California $6.6 billion In state and local tax revenue Source: Tourism Economics, Dean Runyan Associates
14 direct spending by travelers in California $292 million every day $12.1 million every hour $202,000 every minute (2012 averaged)
15 2013 Outlook Volume + 2.3% Spending + 5.3% Travel-related consumer spending forecast for 2013 $112 BILLION
16 TOURISM MEANS JOBS 1 in 9 U.S. jobs depends on travel and tourism Every 35 international visitors = 1 American job 90 international visitors = 1 California job Every 1% increase in visitor spending = 8,730 new jobs in California
17 TOURISM IMPACTS MULTIPLE INDUSTRIES Accommodations Food & Beverage Ground Transportation & Fuel Arts, Entertainment & Recreation Retail Sales 2012 Tourism Spending $17.8 B $25.3 B $18.1 B $14.9 B $15.9 B Source: California Travel Impacts by County, Dean Runyan Associates; Visit California
18 IMPACT: SAN LUIS OBISPO COUNTY Total direct spending $1.2B $1.2B Tourism-supported jobs 15,500 15,600 Local tax receipts $25.8 M $27.6 M State tax receipts $50.5 M $51.5 M Source: California Travel Impacts by County, Dean Runyan Associates; Visit California
19 VISIT CALIFORNIA MARKETING PLAN: GLOBAL BRAND APPROACH
20 DOMESTIC VS. INTERNATIONAL (2012) 66.5 $41 million billion person-trips in spending International 22% 49% Domestic 51% 78% 0% 20% 40% 60% 80% Source: DK Shifflet & Associates, U.S. Department of Commerce, CIC Research Inc., Dean Runyan Associates
21 DOMESTIC VS. INTERNATIONAL (2012) 66.5 million person-trips International 22% Domestic 78% 0% 20% 40% 60% 80% Source: DK Shifflet & Associates, U.S. Department of Commerce, CIC Research Inc., Dean Runyan Associates
22 Visit California markets in 13 countries which account for 87 % of all international visitors to the state Sources: U.S. Department of Commerce; CIC Research; Bureau of Economic Analysis; Tourism Economics EVERY 1% INCREASE in travel to California from these markets yields: +127,000 new visitors +$129 million in spending +1,200 jobs
23 BRAND MODEL MASS REACH BRAND EXPERIENCE PILLARS DIGITAL TOUCHPOINTS CO-OPPORTUNITIES & PARTNERSHIPS
24 Set one s sights with great enthusiasm; go for it all. California has always been a magnet for dreamers and their dreams from the wonderfully wack-a-doodle to the literally worldchanging. Its awe-inspiring landscapes, unreal icons and copious amounts of sunshine create an epic backdrop for the creative, freespirited, fun-loving, anything-is-possible vibe for which California is so famous. California is the land of boundless opportunity, a place where you don t just dream, you dream big.
25 DREAMERS TV
26
27 BEHIND THE SCENES
28 MEDIA PARTNERSHIPS
29 ENTERTAINMENT TONIGHT INTEGRATIONS
30 TOP VISIT CALIFORNIA PARTNERSHIP OPS
31 VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, , Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 5
32 VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, , Mobile, Social Printed Publications Co-opportunities Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 6
33 CONSUMER WEBSITE VISITCALIFORNIA.COM 5.3 million hits worldwide 13 global domains 9 different languages
34 SOCIAL MEDIA 700,000+ fans! Facebook Twitter Instagram
35 CONSUMER PROGRAM Published by Sunset Editorial content with links to website Links to Inside Scoops and Events Exclusive deals and specials Visitors Guide call to action
36 PUBLICATIONS
37 MARKETING PROGRAMS RESTAURANT MONTH Target high-value culinary travelers during off-peak season Statewide communications platform for 40-plus destinations representing nine tourism regions January 2014 is fourth year 75 million impressions in 2013 visitcalifornia.com/restaurantmonth
38 SPRING CAMPAIGN CO-OPPORTUNITY: BROAD REACH Generate top funnel awareness for your destination / business Leverage Visit California s brand advertising spend Display your video content alongside Visit California s new Dream Big brand campaign VISIT CALIFORNIA 12
39 SPRING CAMPAIGN CO-OPPORTUNITY: TARGETED REACH Display banner campaign utilizing co-branded ad units Reach highly qualified custom audiences through precise targeting Drive traffic direct to your website Leverage Visit California s brand advertising spend
40 VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, , Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 14
41 VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, , Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 15
42 DIGITAL CONTENT SUBMISSION Use the Content Submission tool under Grow Your Business at industry.visitcalifornia.com to submit and/or update: Editorial, events, business listings, photo/video, California Fives Questions? Contact Lucas Himovitz at VISIT CALIFORNIA 16
43 Yosemite National Park THE TOURISM ECOSYSTEM
44 CASE STUDY OF COLLABORATION YOSEMITE COLLABORATION GATEWAY CASE PARTNERSHIP STUDY Gateways cities work together to promote the greater area Create unified messaging to promote the park and the surrounding area
45 COLLABORATION CASE STUDY CASE STUDY OF COLLABORATION YOSEMITE GATEWAY PARTNERSHIP
46 COLLABORATION CASE STUDY CASE STUDY OF COLLABORATION YOSEMITE GATEWAY PARTNERSHIP
47 YOSEMITE RIM FIRE COLLABORATION AT ITS BEST Third-largest wildfire in California history Infrastructure in place to respond quickly Comprehensive Recovery Plan
48 Get connected with Visit California and see current news articles, info on upcoming events, coverage of recent programs and more!
49 BRIAN TUCKER Industry Relations Liaison, Southern California
50 Feb. 5-7, 2014 The Langham Huntington, Pasadena Registration is now open! industry.visitcalifornia.com/ou tlook2014
51 Thank You!
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