FY14 INTERNATIONAL MARKETING PLAN
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1 FY14 INTERNATIONAL MARKETING PLAN
2 POWERFUL PARTNERSHIPS ACVA Budget $50,000 LEVERAGED TO OVER $170,000
3 OVERVIEW Canada: 651,000 visitors to Virginia annually Northern Virginia Visitors Consortium (NVVC) Virginia Tourism Corporation (VTC) Overseas (Europe): Over 2.1 million visitors to Capital Region Capital Region USA (CRUSA)
4 CANADA Virginia s largest international market: 651,000 visitors (2012) 3% Visitor Spending (2012): $155 million 4% High brand awareness of Virginia is for Lovers already in Canada Shopping, sightseeing, outdoor recreation and historic places Strong Canadian economy Most immediate ROI from investment $10,000 investment leveraged to $150,000 Leadership role in NVVC & VTC partnerships
5 TARGET CANADIAN MARKETS Ontario & Quebec Origin of 90% of the Canadian visitors Sought-after activities by Quebecers and Ontarians are found in Northern Virginia Drivable distance in one-day (84% drive) Strong economies VTC in-market representatives for consumer sales and media opportunities
6 NVVC MARKETING INITIATIVES Name and Identity Development Web Presence Collateral Piece Creative Assets Brand USA Video Media Recommendations Public Relations Direct Sales Sales Missions Tradeshow Media and Trade Familiarization Trips
7 ACVA CANADIAN INITIATIVES Canadian In-Market Reps Brochure distribution Zeste & EvasionTV Promotion 47,299 impressions $18,000 value Brand launch/fam Consumer & Travel Tradeshows 115,000 consumers Ontario Motorcoach Association 2013 Summit Joint sales calls to Canadian AAA
8 OVERSEAS 2.1 million visitors annually Arrive any day of the week Stay longer and spend more money - $1.7 billion Long haul destination, further booking and fewer cancellations Increased direct flights European Tour Operators U.S. Receptive Operators UK and France
9 EUROPE Budget: $40,000 CRUSA Partnership Leverage the CRUSA partnership to maximize existing budget Position Alexandria within the context of an established European marketer Expertise and marketing recommendations
10 MARKETING INITIATIVES 2014 Integrated Print & Digital Program Placement Impressions Description Value 2014! Travel Guide 70,000 Full-page 4 Color $10,000 Capital RegionUSA.org 100,000 Year-round banner $4,000 e-newsletter 40,000 Spotlight Feature $1,500 e- Newsletter Premium Sponsor 40,000 Premium Banner; bi-monthly e-newsletter Standard Sponsor 40,000 Standard Banner; bi-monthly SEM Click Credit N/A Landing Page (CRUSA) $1,000 $3,000 $380 Total $19,880 ACVA Cost $12,835
11 MARKETING INITIATIVES Additional Media Buys Receptive Tour Operator Newsletters Tour Operator Co-op Purely America (UK) 1,080 newsletters $1,177 4 e-newsletter to 25,000 operators Current media buy provides approximately 61% in savings, leveraging a $14,355 investment to $36,800 CapitalRegionUSA.org Video, itineraries, toolkit etc. Free promotions ADAC Germany Byways supplement (AAA) 250,000 inserts 8 Alexandria hotel partners Road Trip Experiences Social Media Campaign International Pow Wow (IPW) 2013 & 2014 Compagnie du Monde Value $17,000 Cost $ 1,500
12 MARKETING INITIATIVES FAM Trips and Site Visits French Travel Trade Fam A wonderful first morning in beautiful Alexandria! Wine, cheeses and charcuteries. Virginia is for food lovers! French Travel Trade Butcher's Block. Thank you ACVA! CRUSA Trade & Media Reps Panrotas Brazil Hotspots August 2013 Receptive Operators Receptive Services Association (RSA) 2014 Summit in DC Sales Calls NY & Boston
13 MEDIA: $200,000 IN MEDIA VALUE CRUSA Reps: CRUSA Group Tour UK Group Press Tour (June 2012 Visit) A Tale of Three Cities theme for Alexandria, Washington, DC and Baltimore 26 UK publications reaching a half million people at a value of $116,000 (July 2013) 30 total stories (August 2012 July 2013) CRUSA Individual Tours UK Daily Mail Online (May 2013 Visit): most-visited newspaper website in the world Reached 1.9 million at a value of $42,000 (July 2013) Brazil Top Destinos Magazine (Early 2012 Visit to Virginia) Alexandria s 2 pages in a 17-page story are valued at $46,000 (Nov 2012) Non-CRUSA Tour The Philippine Star (October 2013 Visit)
14 THANK YOU Merci Beaucoup Obrigado Danka Muchas Gracias Tack
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