VISIT CALIFORNIA/ BRAND USA MARKETING

Size: px

Start display at page:

Download "VISIT CALIFORNIA/ BRAND USA MARKETING"

Kristina Lucas
6 years ago
Views:

1 VISIT CALIFORNIA/ BRAND USA MARKETING

2 Partnership with Brand USA Visit California has developed 3 priority areas for partnership with Brand USA: 1. Platform Communication. Serving in a leadership capacity to inform California industry (assessed businesses, travel trade, and media) about Brand USA partnership opportunities/programs. 2. Co-op and In-kind Marketing. Cash investment, sharing of existing infrastructure & Brand USA promotion in existing Visit California programs. 3. Strategic Marketing. Working together at the planning phase on larger programs.

3 Platform Value: $180,000 Introductions to key California industry Podium time at industry meetings Communication/dissemination of Brand USA assets to industry Brand USA Resources page on the B2B site Inclusion of Brand USA Messages in Insights (Visit California s Industry Newsletter) and on Visit California s B2B Social Media channels Collection Mechanism for Brand USA Inclusion by California entities

4 Brand USA Resources on B2B

5 Platform Newsletters Sponsorship opportunities on PR and Travel Trade in our 12 international markets

6 Platform Value: $25,000/year Golden State Sponsorship Podium time at industry events Message included in Insights and B2B social media channels

7 Co-op and In-kind 1. Co-op Marketing. Visit California participation in Brand USA led marketing. Includes joint advertising initiatives. 2. In-kind Contribution. Cash and Brand USA inclusion in existing Visit California marketing programs.

8 Co-op Value: $5,250,000 Advertising Joint media buy in Canada 2 flights running in Fall and Spring Joint media buy in UK 1 flight running January thru March Joint media buy in Australia

9 Media Plan - Canada

10 Media Plan United Kingdom

11 Media Plan Australia

15 In-kind Value: $250,000 Cash Investment $250,000

16 In-kind Research Global Media Analysis California Economic Impact Report TNS Digital Life SMARI Ad Effectiveness/ROI Groupo BT Mexico Market Research Value: $1,249,982

17 In-kind Value: $300,000 B2B Website Infrastructure Delivery of infrastructure to support online marketing program planner and market research

18 In-kind Value: $100,000 Operations Delivery of Accounting software

In-kind Value: $1,625,000 Visit California

19 In-kind Value: $1,625,000 Visit California s Digital Assets Photographs HD Video B-Roll Clips (Available in NTSC & PAL format ) All assets have been tagged with region, location, keywords and activity type (assets can be exported with metadata intact)

20 In-kind Value: $163,300 Publications Ad space in digital international visitor guides 12 international visitor guides Opportunity for localized messaging in each market Opportunity for full page or 2 page spread Ad space in Road Trips publication Distributed in the US

21 Digital Visitor Guide

22 Road Trips Inclusion

23 In-kind Value: $58,000 Website Exposure Logo and link on 13 consumer Visit California websites Link will direct to California pages on DiscoverAmerica.com Australia Brasil Deutschland France / Belgique India Italia Ireland México United Kingdom United States 日本한국中国

24 Consumer Websites Links to California section of DiscoverAmerica.com

25 In-kind Value: $100,000 Travel Trade Online Training Program In-depth content about California product for selling agents, organized in 7 training modules around key motivators. Content has been translated and localized for 12 key markets, and more than 3,300 agents are now certified California Experts

26 In-kind Travel Trade Online Training Program Brand USA link and logo on home page Brand USA module

27 In-kind Value: $25,500 Travel Trade Sales Missions/Trade Shows Podium time, 1-on-1 appointments, selling agent training opportunities, branding throughout event, consumer and trade media outreach California Industry networking Specific Missions and Trade Shows include: Sales Missions in the following countries Mexico, Brazil, Australia, Europe, Korea, China KIX Travel Fair (Japan) WTM UK VIP event Pow Wow

28 In-kind Travel Trade Sales Missions/Trade Shows

29 In-kind Value: $25,000 Travel Trade FAMS and Educationals Networking and podium time with product managers and selling agents California Industry networking FAMS and Educationals include: Mexico Advisory Committee Meeting California Kai Meeting (Japan) UK SuperFAM Air France Training Day Italy meets Southern California FAM

30 In-kind Travel Trade FAMS and Educationals

31 In-kind Events Amgen Tour of California: 8-day cycling road race featuring elite professional teams and athletes from around the world Logo inclusion in program ad Logo inclusion on EuroSport website

32 In-kind Direct to Consumer Air New Zealand Logo placement Press and online co-op campaign pushing a California message and price point. Virgin Holidays Logo placement 8 page California fly and drive special publication. Distributed in Virgin retail stores and Telegraph insert. Value: $77,000

33 Value Total Value of Pre-September Programs*: potential for $9million+

Brand USA 50 States, 5 Territories, 1 United Effort

Brand USA 50 States, 5 Territories, 1 United Effort December 6, 2012 Global Marketing Partner to the Travel Industry Promote the United States as a premier travel destination Established by the Travel