Traci Ward Director of Consumer Marketing
OBJECTIVES Visit California Overview State of the Industry Marketing Program Highlights Partnership Opportunities
Marketing Mission Develop and maintain marketing programs in partnership with the state s travel industry that keep California top-of-mind as a premier travel destination. Marketing Objective Maintain and increase non-resident leisure travel to and spending in California.
WHAT DRIVES OUR SUCCESS? Commission Leadership Consistent Tourism Investment Worldwide Representation Industry Partnership and Support VISIT CALIFORNIA 4
VISIT CALIFORNIA LOCAL LEADERSHIP: CENTRAL COAST Cody Plott President & COO Pebble Beach Company Jay Jamison CEO & General Manager Pismo Coast Village Noreen Martin CEO Martin Resorts
Caroline Beteta President & CEO Visit California Director of Tourism Governor s Office of Business & Economic Development Immediate Past Chair Brand USA
STATE OF THE INDUSTRY
CALIFORNIA S TOURISM INVESTMENT Source: Visit California
COMPETITIVE SPENDING Ranking Destinations 11-12 Budget (US$M) 1 Las Vegas $230.0 2 Mexico $173.8 3 UK $160.0 4 Australia $106.7 5 Turkey $96.8 6 France $96.0 7 Canada $91.9 8 S Korea $80.5 9 Hawaii $74.9 10 Italy $56.6 11 Orlando $56.0 12 Illinois $54.6 13 Germany $50.8 14 Florida $50.0 15 California $50.0 16 NYC $36.4 17 Texas $35.7 18 Michigan $27.4 19 Montana $17.8 20 Virginia $17.3 Source: Individual Tourism Boards These are reported numbers, not necessarily actual spend. Florida just jumped to $63 million, New York (state) has committed to $60 million, and Hawaii spends closer to $100 million. Other destinations have strong partnership/ co-op plans that increase their spend level.
Combined Budgets (Millions) COMBINED INVESTMENT $700 $600 $500 $400 At least $1.6 billion is budgeted towards tourism promotion in the United States. $580 $608 $300 $200 $200 $158 $100 $50 $0 Brand USA Visit California California TBIDs Other State Tourism Offices Other U.S. City Offices Source: San Francisco State University, Visit California, U.S. Travel Association, Destination Marketing Association International, 2009-2010
THE TOURISM ECOSYSTEM Retail Shopping Restaurants Attractions Accommodations
Visitors spend more than annually in California $106.4 billion In travel-related consumer spending 917,000 Tourism-related jobs in California $6.6 billion In state and local tax revenue Source: Tourism Economics, Dean Runyan Associates
direct spending by travelers in California $292 million every day $12.1 million every hour $202,000 every minute (2012 averaged)
2013 Outlook Volume + 2.3% Spending + 5.3% Travel-related consumer spending forecast for 2013 $112 BILLION
TOURISM MEANS JOBS 1 in 9 U.S. jobs depends on travel and tourism Every 35 international visitors = 1 American job 90 international visitors = 1 California job Every 1% increase in visitor spending = 8,730 new jobs in California
TOURISM IMPACTS MULTIPLE INDUSTRIES Accommodations Food & Beverage Ground Transportation & Fuel Arts, Entertainment & Recreation Retail Sales 2012 Tourism Spending $17.8 B $25.3 B $18.1 B $14.9 B $15.9 B Source: California Travel Impacts by County, Dean Runyan Associates; Visit California
IMPACT: SAN LUIS OBISPO COUNTY 2010 2011 Total direct spending $1.2B $1.2B Tourism-supported jobs 15,500 15,600 Local tax receipts $25.8 M $27.6 M State tax receipts $50.5 M $51.5 M Source: California Travel Impacts by County, Dean Runyan Associates; Visit California
VISIT CALIFORNIA MARKETING PLAN: GLOBAL BRAND APPROACH
DOMESTIC VS. INTERNATIONAL (2012) 66.5 $41 million billion person-trips in spending International 22% 49% Domestic 51% 78% 0% 20% 40% 60% 80% Source: DK Shifflet & Associates, U.S. Department of Commerce, CIC Research Inc., Dean Runyan Associates
DOMESTIC VS. INTERNATIONAL (2012) 66.5 million person-trips International 22% Domestic 78% 0% 20% 40% 60% 80% Source: DK Shifflet & Associates, U.S. Department of Commerce, CIC Research Inc., Dean Runyan Associates
Visit California markets in 13 countries which account for 87 % of all international visitors to the state Sources: U.S. Department of Commerce; CIC Research; Bureau of Economic Analysis; Tourism Economics EVERY 1% INCREASE in travel to California from these markets yields: +127,000 new visitors +$129 million in spending +1,200 jobs
BRAND MODEL MASS REACH BRAND EXPERIENCE PILLARS DIGITAL TOUCHPOINTS CO-OPPORTUNITIES & PARTNERSHIPS
Set one s sights with great enthusiasm; go for it all. California has always been a magnet for dreamers and their dreams from the wonderfully wack-a-doodle to the literally worldchanging. Its awe-inspiring landscapes, unreal icons and copious amounts of sunshine create an epic backdrop for the creative, freespirited, fun-loving, anything-is-possible vibe for which California is so famous. California is the land of boundless opportunity, a place where you don t just dream, you dream big.
DREAMERS TV
BEHIND THE SCENES
MEDIA PARTNERSHIPS
ENTERTAINMENT TONIGHT INTEGRATIONS
TOP VISIT CALIFORNIA PARTNERSHIP OPS
VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, Email, Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 5
VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, Email, Mobile, Social Printed Publications Co-opportunities Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 6
CONSUMER WEBSITE VISITCALIFORNIA.COM 5.3 million hits worldwide 13 global domains 9 different languages
SOCIAL MEDIA 700,000+ fans! Facebook Twitter Instagram
CONSUMER EMAIL PROGRAM Published by Sunset Editorial content with links to website Links to Inside Scoops and Events Exclusive deals and specials Visitors Guide call to action
PUBLICATIONS
MARKETING PROGRAMS RESTAURANT MONTH Target high-value culinary travelers during off-peak season Statewide communications platform for 40-plus destinations representing nine tourism regions January 2014 is fourth year 75 million impressions in 2013 visitcalifornia.com/restaurantmonth
SPRING CAMPAIGN CO-OPPORTUNITY: BROAD REACH Generate top funnel awareness for your destination / business Leverage Visit California s brand advertising spend Display your video content alongside Visit California s new Dream Big brand campaign VISIT CALIFORNIA 12
SPRING CAMPAIGN CO-OPPORTUNITY: TARGETED REACH Display banner campaign utilizing co-branded ad units Reach highly qualified custom audiences through precise targeting Drive traffic direct to your website Leverage Visit California s brand advertising spend
VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, Email, Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 14
VISIT CALIFORNIA MARKETING AUDIENCE PILLARS VISIT CALIFORNIA MARKETING Consumer Brand Advertising Digital: Website, Email, Mobile, Social Printed Publications Co-op Press Media Pitches Media Events Press Trips Industry Initiatives Travel Trade Sales Mission/Trade Shows Familiarization & Educational Trips Online Training & Content Distribution VISIT CALIFORNIA 15
DIGITAL CONTENT SUBMISSION Use the Content Submission tool under Grow Your Business at industry.visitcalifornia.com to submit and/or update: Editorial, events, business listings, photo/video, California Fives Questions? Contact Lucas Himovitz at lucas@visitcalifornia.com. VISIT CALIFORNIA 16
Yosemite National Park THE TOURISM ECOSYSTEM
CASE STUDY OF COLLABORATION YOSEMITE COLLABORATION GATEWAY CASE PARTNERSHIP STUDY Gateways cities work together to promote the greater area Create unified messaging to promote the park and the surrounding area
COLLABORATION CASE STUDY CASE STUDY OF COLLABORATION YOSEMITE GATEWAY PARTNERSHIP
COLLABORATION CASE STUDY CASE STUDY OF COLLABORATION YOSEMITE GATEWAY PARTNERSHIP
YOSEMITE RIM FIRE COLLABORATION AT ITS BEST Third-largest wildfire in California history Infrastructure in place to respond quickly Comprehensive Recovery Plan
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BRIAN TUCKER Industry Relations Liaison, Southern California
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