Brand USA ESTO Presentation Chris Thompson, CEO August 25, 2014

Transcription

1

2

3

4

5 5 Brand USA ESTO Presentation Chris Thompson, CEO August 25, 2014

6 6 FY14 Highlights Partnerships and Funding 438 partners and growing (up from 89 in 2012, 339 in 2014) Maximizing the match bringing FY14 to a strong close Consumer Campaign Consumer campaign in 10 markets expanding to 13 in FY15 Digital and social footprint in 11 languages Programs and Platforms Research significantly expanded to include market profiles, competitive set analysis, predictive, and performance tracking 100 new co-op platforms with more than 200 opportunities (and growing) with 85% directly targeting the consumer Global PR has more than doubled in reach Trade Outreach International representation in 20 markets expanding to 25 in FY15 USA pavilions at 24 international shows in FY14 increasing to 30 or more in FY15 Doubling the number of events, sales missions, road shows, & MegaFams for FY15 Expanding online training platform to 5 additional markets in FY15

7 Strategies

8 FY15 Strategies Build and Distribute Dynamic Content Engage and inspire travelers through storytelling that emphasizes experience and provides a call to action/booking opportunities Great Outdoors and Urban Excitement (with a focus on culinary) Culinary, Retail, Ski/Golf, Cruising, Road Trips, Attractions, Hotels Expand Market Presence Right Markets, Right Time Build and Leverage Industry Collaboration Harness the collective force of our partners to drive demand Create Value Create strong calls to action and booking opportunities through co-op marketing Market the Welcome Work with our federal agency and destination partners to communicate ease of entry and enhance the welcoming experience Drive Results 8 Make market-driven decisions and track results based on sound research and analytics in order to increase incremental, visitation, spend, and global market share

9 Dynamic Content

10 10 Great Outdoors Campaign The USA of Great Outdoors Content Hub September 2014 Giant Film Production Launch: August 2014 Consumer and trade advertising Merchandise - Made in the USA Film premiere events Media spin-offs i.e. 10 part TV series with Travel Channel

11 11 Brand USA Originals Great American Food Stories Culinary Guide - Phase 2 Expo Milano 2015 Food Truck Nation Social + Content Hub International Food Network 30 chefs 30 vignettes airs globally in July 2015 Social marketing campaign in Canada, UK and Japan Travel Channel Jeni & Olli American adventures

12 Market Presence

13 Consumer Marketing Plan Expanding to 13 markets that generate 81% of inbound travel to the USA Australia Brazil Canada Chile China France Germany India Japan South Korea Mexico Taiwan UK

14 International Representation Expanding to 25 Markets that generate 90% of inbound travel to the USA 14 14

15 Marketing Initiatives in 33 markets combination of consumer campaign, co-op, or trade reaching more than 90% of inbound travel to the USA Australia Brazil Canada Chile China Argentina France Germany India Japan South Korea Mexico Taiwan 15 UK 15 Austria Hong Kong Ireland Italy New Zealand Russia Switzerland UAE Belgium Belize Costa Rica El Salvador Guatemala Honduras Netherlands Nicaragua Singapore Spain Sweden

16 Industry Collaboration and Value Creation

17 17 Three Paths to Value Deliver compelling content versus advertising Leverage scale for efficiency Foster partnership and collaboration Create unique opportunities Brand USA Originals Affinity Programs Market Specific

18 18 Brand USA Originals In-Language Video/Distribution Additional themed platforms for 2015 Shopping Golf IMG partnership Great Outdoors additional options Culinary chef focus Spring 2015 Distribution platforms: 30-sec pre-roll & long-format video distribution via 4 platforms Available Markets: Canada, China, Mexico, Brazil, UK, Germany, Japan, Australia Providers: Rocket Fuel, Outbrain, Facebook & Orbitz Travelzoo co-op campaigns utilize in-language content in Newsflash s

19 19 In-Language Videos

20 20 Theater Marketing: South Korea

21 21 Theater Marketing: South Korea

22 22 Air Berlin

23 23 Air Berlin

24 Join us at the China Leadership Summit October in Xiamen, China 24 24

25 Market the Welcome

26 26 Market the Welcome Trade Shows, Embassies, Arrival Halls Enhanced Trade Show Strategy Upgraded booths, partner presentation, touch screens and video Arrival Hall Package for Airports, Embassies, and Destinations Out of Home Elements Marketing and Entry Process Materials Video Components distributed via: International arrival halls Partner websites and airport websites Embassy websites; ESTA website; other Federal websites abroad Consular areas of embassies In-flight video DiscoverAmerica.com and thebrandusa.com

27 Drive Results

28 Strong and Growing Consumer Engagement 28

29 29

30 30 Thank You! Travel Industry on Twitter TheBrandUSA.com Consumer on Twitter Facebook.com/DiscoverAmerica DiscoverAmerica.com

31