2019 INTERNATIONAL MARKETING OPPORTUNITIES

Transcription

1 THE OFFICIAL INTERNATIONAL DESTINATION MARKETING ORGANIZATION FOR WASHINGTON, DC, MARYLAND & VIRGINIA 209 INTERNATIONAL MARKETING OPPORTUNITIES CapitalRegionUSA.org PUT YOUR DC, MD OR VA TRAVEL DESTINATION IN THE INTERNATIONAL SPOTLIGHT! Our overseas marketing program makes it easy to reach international visitors and leverage CRUSA s $2 million international marketing budget

2 Marketing the CAPITAL REGION WHAT IS CAPITAL REGION USA? CAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority. THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY. CAPITAL REGION VISITOR INSIGHTS Overseas visitors stay longer and spend more money in the Capital Region than visitors from the US. In 206, 2.49 million overseas travelers visited the Capital Region USA MILLION 9.7 NIGHTS $5.4 BILLION 37,500 JOBS overseas travelers (206) typical trip duration (206) spent on hotels, meals, shopping, attractions, and other goods and services (206) generated throughout the Capital Region (206) OVERSEAS VISITORS TO CRUSA IN THOUSANDS ,409,365,457,749,853 2,030 2,75 2,3 2,050 2,378 2,6 2,

3 Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA s integrated marketing program. Our integrated program makes it easy to leverage CRUSA s $2 million international marketing budget, bringing MORE OVERSEAS VISITORS to your business. 206 ARRIVALS BY WORLD REGION 2% 5% 7% WESTERN EUROPE ASIA 6% SOUTH AMERICA 9% 39% MIDDLE EAST EASTERN EUROPE OCEANIA 32% OTHER TOP MARKETS OF OPPORTUNITY UK FRANCE GERMANY CHINA Capital Region USA Marketing Opportunities

4 000_CRUSA27 CVR_FR_29.indd fr.capitalregionusa.org /30/7 9:4 AM 000_CRUSA27 CVR_CH_29.indd GoUSA.cn/Capital-Region-USA /30/7 9:35 AM 000_CRUSA27 CVR_GM_29.indd CapitalRegionUSA.de /30/7 9:44 AM CRUSA S $2 MILLION INTERNATIONAL CAMPAIGN IN-COUNTRY SALES & MEDIA REPRESENTATIVES Dedicated to promoting the Capital Region in their respective markets TRADE MARKETING Sales and media missions (TBA), 20 familiarization tours for 98 trade clients, 360 sales calls and 44 product training sessions for travel professionals in all markets PRINT 80,000 print travel guides in four languages for distribution to overseas consumers and the travel trade Co-op consumer marketing campaigns with at least 5 overseas tour operators, in partnership with Brand USA and the Metropolitan Washington Airports Authority; Goal: 50,000 room nights booked HOLIDAY GUIDE GUIDE VACANCES 年度节假日指南 REISEFÜHRER CapitalRegionUSA.co.uk PARTNERSHIPS Partnerships with Brand USA ONLINE Responsive-design website in seven languages, generating 399,000-plus unique visits in 207 Social media outreach to 90,000-plus followers on Facebook, Instagram, WeChat and Weibo An enewsletter program that reaches more than 40,000 visitors and showcases partners messages MEDIA & SALES Generate an earned media value of at least $3.55 million from public relations activities and hosted group and individual visits by 76 media professionals In-country sales and media representatives dedicated to promoting the Capital Region in their respective markets 2 Capital Region USA: Washington, DC Maryland Virginia

5 Grant OPPORTUNITIES The Virginia Tourism Corporation and the Maryland Office of Tourism offer grant programs to assist you in your overseas marketing efforts. VTC MARKETING-LEVERAGE PROGRAM Reimbursable matching funds program Two levels of funding up to $0,000 ($:$ match) and up to $50,000 ($ VTC: $2 Partners match) Regional programs are encouraged; All VTC Marketing Leverage programs require a minimum of three Virginia financial partners, with one of the three Virginia partners being the Lead Partner. (Lead must be a Virginia entity, non-state or Federal agency and have a FEI number). MOTD DMO COOPERATIVE GRANT PROGRAM Reimbursable Allocated to Maryland DMOs 00% reimbursable for CRUSA overseas initiatives, excluding travel Visit vatc.org and click on grants for details Capital Region USA Marketing Opportunities 3

6 fr.capitalregionusa.org GoUSA.cn/Capital-Region-USA 000_CRUSA27 CVR_GM_29.indd CapitalRegionUSA.de /30/7 9:44 AM CRUSA TRAVEL GUIDES THE GO-TO GUIDES FOR INTERNATIONAL VISITORS TO WASHINGTON, DC, MARYLAND & VIRGINIA Capital Region USA s 209 travel guides will offer inspiring, informative content in a convenient digest-sized format. A series of themed features capture the area s rich culture and diverse landscape. HOLIDAY GUIDE GUIDE VACANCES 60K+ ebook Visits CapitalRegionUSA.co.uk 000_CRUSA27 CVR_UK_29.indd /30/7 9:5 AM 年度节假日指南 80k Annual Copies REISEFÜHRER All full-page participants also receive a featured post on CRUSA s social media sites, which have more than 90,000 subscribers! INFLUENTIAL CONTENT Expert travel writers have created immersive, authoritative content covering a full range of vacation experiences in the region. Editorial content is paired with a modern, photo-rich design that powerfully reflects the region s beauty, energy and sophistication. A regional overview highlighting major draws for each destination Fun list-style features highlighting top things to do across all interests Coverage of outdoor recreation, cities, towns, day trips and road trips Travel and transportation information geared to visitors Custom maps and illustrations to orient visitors GUIDE DISTRIBUTION The official fulfillment piece for Capital Region USA, distributed to consumers, tour operators, travel agents and media in the United Kingdom, Germany, China and France. Available in electronic format at CapitalRegionUSA.org CRUSA Travel Guide distribution is managed by Capital Region USA s overseas PR and sales representatives in the United Kingdom, Germany, China and France, who are in constant contact with journalists, tour operators, travel agents and consumers. Keep them up-to-date on your new products and services. Visit crusa.org for contact information. GUIDES ARE FULLY TRANSLATED IN German UK English French Chinese GERMAN 26,667 UK ENGLISH 26,667 FRENCH,666 CHINESE 5,000 New for 209: Itineraries that give visitors ideas on how to travel this large region 4 Capital Region USA: Washington, DC Maryland Virginia

7 An Integrated ELECTRONIC PROGRAM WEBSITE ADVERTISING MARKETING All CRUSA participants also receive exposure on CapitalRegionUSA.org, which is designed to inspire international travel and assist with practical trip-planning information, as well as provide promotion and referrals for our partners. WEBSITE FEATURES All CRUSA participants also receive exposure in CRUSA s newly redesigned international program. PROGRAM HIGHLIGHTS Seven themed s a year Immersive photography Fresh, timely features Event highlights Deals & offers Guide order promos 7.5% enews Open Rate The site features engaging design with large, experiential photography and highly visual content Premium ad space alongside fresh new content, including robust landing pages Boosted social media integration and Share This technology More prominent calls to action for sign-ups, guide orders and more 300 X 00 SPOTLIGHT FEATURES PREMIUM BANNER ADS FEATURED PARTNER BANNER ADS 300 X % INCREASE in visitors time on the site in 207 compared to 206. In addition to staying longer, they viewed nearly 8% more pages and returned 0% more often. Capital Region USA Marketing Opportunities 5

8 Rates for Integrated CRUSA PRINT & ELECTRONIC PROGRAM RATES, PACKAGES & DEADLINES SALES CLOSE: 8/5/8 MATERIALS DEADLINE: 9/6/8 IN MARKET: 2/27/8 AD SIZE ENGLISH & GERMAN ONLY WITH FRENCH & CHINESE CAPITALREGIONUSA.ORG CRUSA WEB/ ARTICLE CRUSA BI-MONTHLY CRUSA SOCIAL MEDIA 2-PAGE SPREAD $7,950 $24,950 Year-round rotating homepage exposure + 2 months interior 300x250 banner with placement on applicable destination landing page + 2 months featured deals with priority listing (can update 4x per year) Article appears on CRUSA website for 2 months Premium Banner Ad d post on 3 of CRUSA s social media accounts Facebook, Instagram and Weibo PREMIUM FULL PAGE $,450 $5,650 Year-round rotating homepage exposure + 2 months interior 300x250 banner with placement on applicable destination landing page + 2 months featured deals with priority listing (can update 4x per year) Article appears on CRUSA website for 2 months Premium Banner Ad d post on 2 of CRUSA s social media accounts STANDARD FULL PAGE $9,995 $3,995 Year-round rotating homepage exposure + 2 months interior 300x250 banner with placement on applicable destination landing page + 2 months featured deals with priority listing (can update 4x per year) Article appears on CRUSA website for 2 months d Partner Banner d post on of CRUSA s social media accounts HALF PAGE $6,20 $7,995 6-month 300x00 banner (appears on destination landing page and interior pages) + 6 months featured deals with priority listing (can update 2x per year) 2 d Partner Banners QUARTER PAGE $3,040 $4,60 3 month 300x00 banner (appears on interior pages) + 3 months featured deal with priority listing d Partner Banner 6 Capital Region USA: Washington, DC Maryland Virginia

9 000_CRUSA27 CVR_FR_29.indd fr.capitalregionusa.org /30/7 9:4 AM 000_CRUSA27 CVR_CH_29.indd GoUSA.cn/Capital-Region-USA /30/7 9:35 AM 000_CRUSA27 CVR_GM_29.indd CapitalRegionUSA.de /30/7 9:44 AM Program AT A GLANCE REACH MORE THAN 2.3 MILLION OVERSEAS TRAVELERS THROUGH PRINT, WEB & PROGRAMING PRINT HOLIDAY GUIDE 60k+ ebook Visits WEB 40k+ International Subscribers GUIDE VACANCES CapitalRegionUSA.co.uk 年度节假日指南 80K Annual Copies REISEFÜHRER German 26,667 UK English 26,667 Chinese 5,000 French, k+ Unique Visitors in % Average Open Rate WHAT YOU NEED TO KNOW CAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority. THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY. MILES is a strategic marketing partner that has specialized in services for Capital Region USA since 200. MILES is 00 % travel focused, providing destinations with innovative, forward-thinking content marketing solutions that result in increased international visitation and measurable results. MILES is also the exclusive publisher for BRAND USA, the official tourism marketing organization for the United States. MILES is proud to be a member of the CAPITAL REGION USA marketing team. TO PARTICIPATE IN THE 209 PROGRAM, CONTACT CARLY STEDMAN: CARLY STEDMAN Phone: Carly.Stedman@MilesPartnership.com Travel Media Sales & Marketing Executive Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA s integrated marketing program. Our integrated program makes it easy to leverage CRUSA s $2 million international marketing budget, bringing MORE OVERSEAS VISITORS to your business.