CALIFORNIA TRAVEL & TOURISM COMMISSION SANTA MONICA CONVENTION & VISITORS BUREAU TOURISM SUMMIT MAY 10, 2011
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1 CALIFORNIA TRAVEL & TOURISM COMMISSION SANTA MONICA CONVENTION & VISITORS BUREAU TOURISM SUMMIT MAY 10, 2011
2 PRESIDENT & CEO Caroline Beteta California Travel & Tourism Commission
3 CTTC Leadership Governor of California Secretary of the Business, Transportation and Housing Agency and CTTC Chair 37 CTTC Commissioners Past Commissioners Mike Gallagher Vice Chair CityPASS, Inc. Rusty Gregory Vice Chair Mammoth Mountain Ski Area Kathy Turner Chief Financial Officer Enterprise Rent A Car
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 Travel Impacts 2010 Travel Spending = $95.1 billion +7.4 % State & Local Taxes = $6.1 billion +7.0 % Employment = 873,000 jobs 2010 Year-end Projections Visits +4 % Travel Spending +7 %
6 2011 Forecast Visits +4 % Domestic up 3% International up 6% Travel Spending +6 % Domestic up 5% International up 9%
7
8 Why Travel Matters to California
9 Critical Issues International Facilitation Visa Waiver AIG Fallout Meetings Segment Arizona Boycott TSA Screenings Corporation for Travel Promotion
10 Corporation for Travel Promotion What it really does for the U.S. travel industry: Gives travel industry relevance within the beltway Provides travel industry a seat at the table within government Provides unified voice/identity and podium of leadership on other policy issues
11 OUR MISSION: Create desire for the California experience
12 OUR VISION: 2016 VISION We will ensure that travel is recognized as the catalyst for improving the well-being of all Californians
13 OUR GOALS: Positively Change the conversation about California Get Travel Recognized as a relevant industry within California Deliver Value to travel-related businesses
14 Public Affairs Outreach Partners in Hospitality and Tourism Legislative Reception April 26, 2011, Capitol Lawn
15 the Category of travel Brand enrichment
16 Brand Enrichment
17 Strategic Marketing Plan OBJECTIVE 1: Platform OBJECTIVE 2: Brand OBJECTIVE 3: Engagement OBJECTIVE 4: International
18 How do we accomplish this?
19 Marketing Program Planner CTTC 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!
20 Find This Presentation Online! Travel Industry Tab Presentations
21 Brand Advertising Increase non-resident and 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
22 Brand Advertising Misconceptions New umbrella brand spot, new talent! The Good Life Showcases California as a culinary destination
23 Video: Misconceptions
24 Video: The Good Life
25 Print Advertising
26 Live Like a Californian
27 Call to Action: Fresh Design & Added Content Featured Activities
28 Publications
29 Communications: Tools of the Trade Media newsletters Feature releases Press Kit CD Coming soon: Travel Trade newsletter
30 Communications Where will they go, what will they see? Californians thrilled at news of British royal visit.
31 Communications "No matter where they venture in California, the royal visit will create a global postcard for the Golden State. - Caroline Beteta
32 Events & Opportunities
33 California Restaurant Month Statewide communications platform for 23 destination Restaurant Weeks Target high-value culinary travelers during off-peak season 2.4 million impressions $802,000 media value
34 Fun Spots Premium placement: Fun Spots are just TWO clicks from the Home page Downloadable Coupons
35 12 International Offices UK, Australia, Japan, Germany, Mexico, S. Korea, China, India, Brazil, France, Italy, Scandinavia
36 International Web Sites Visitcalifornia.co.uk Visitcalifornia.com Visitcalifornia.fr Visitacalifornia.com.mx Visitcalifornia.de Visitcalifornia.it Visitcalifornia.in Visitcalifornia.jp Visitcalifornia.co.kr China.visitcalifornia.com Visitcalifornia.com.br Visitcalifornia.com.au
37 Pow Wow 2011
38 Pow Wow 2012
39 New Channels to Reach New People
40 Social Media: Popular Channels
41 Ellen DeGeneres Integration
42 Dreamland
43 Mobile CVG Ebook Mobile Website
44 ipad App
45 INSPIRATION MUSIC CONTENT INITIATIVE
46 CALIFORNIA TRAVEL & TOURISM COMMISSION
Traci Ward Director of Consumer Marketing
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