REMINDER - Visit California · PDF file2:40 p.m. California Competitiveness Initiative 4 p.m....
Transcript of REMINDER - Visit California · PDF file2:40 p.m. California Competitiveness Initiative 4 p.m....
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REMINDER
Please turn cell phone ringers to vibrate
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MIKE ROSSI Chair
Visit California
Senior Advisor to the Governor
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1. ROLL CALL
2. MEETING MINUTES
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2:40 p.m. California
Competitiveness Initiative
4 p.m. Adjourn Meeting
1 p.m. Call to Order
1:40 p.m. Nominating Committee
1:50 p.m. Marketing Report
TODAY’S AGENDA
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Nominating Committee Actions
FY14/15 Marketing Work Plan
FY14/15 Budget
The “Dream Big Dividend” (California Competitiveness Initiative)
TODAY’S PRIORITIES
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CAROLINE BETETA President & CEO
Visit California
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BRAND
Legislative Update
• Five-Year Reauthorization of the Travel Promotion Act
Positive Impact Study (Oxford Economics)
• 1.1 million incremental visitors
• $7.4 billion in total spending
• 53,000 new U.S. jobs
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Destination: Capitol Hill Feb. 26-27 – 250 meetings
• Smarter visa policy (JOLT Act)
• Reauthorization of Travel Promotion Act
• Transportation infrastructure
• Meetings and conferences
• The Day Off Dividend
• Perfect China
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VISIT CALIFORNIA SALUTES THE INDUSTRY Anaheim/Orange County
Fairfield
Lodi
Needles
Redding
San Diego
Santa Monica
Vacaville
Vallejo
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FIRE THREAT
As of May 10:
• There have already been 1,351 wildfires in California in 2014
• That’s almost twice the five-year average (711) for the same interval
Source: Cal Fire
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• “California, Always in Season” launch
• Sneak peek for legislators
• Celebrating California’s culinary offerings
AG DAY 2014
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Outstanding Service • The Restaurant at Meadowood,
St. Helena
Best Chefs in America (West) • Daniel Patterson, Coi,
San Francisco
Outstanding Restaurant Design Awards • Shed, Healdsburg
Who’s Who of Food & Beverage in America • Sherry Yard, Pastry Chef and
Author, Los Angeles
Outstanding Chef • Nancy Silverton, Pizzeria
Mozza, Los Angeles
Outstanding Restaurant • The Slanted Door,
San Francisco
2014 WINNERS
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2013 CALIFORNIA TRAVEL IMPACTS
Source: Dean Runyan & Associates
Travel spending $109.6B +3.2%
Employment 965,800 +4.4%
Local tax revenue $2.8B +6.4%
State tax revenue $4.3B +4.9%
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2014 TOURISM TRENDS
Source: STR, U.S. Department of Commerce, Individual California Airports, California CWCs, California EDD, U.S. Bureau of Labor Statistics
Lodging (Mar YTD) California U.S. Occupancy +4.3% +2.9% Average Daily Rate +6.8% +3.8% Revenue Per Available Room +11.4% +6.8%
California Airport Traffic (Jan YTD) Domestic +1.0% International +9.1%
International Arrivals (2013) +7% +7.7%
Welcome Center Traffic (Mar YTD) +8.1%
Leisure & Hospitality Employment (Mar YTD) +2.3% +2.9%
Lodging (Mar YTD) California U.S. Occupancy +4.3% +2.9% Average Daily Rate +6.8% +3.8% Revenue Per Available Room +11.4% +6.8%
California Airport Traffic (Jan YTD) Domestic +1.0% International +9.1%
International Arrivals (2013) +7% +7.7%
Welcome Center Traffic (Mar YTD) +8.1%
Leisure & Hospitality Employment (Mar YTD) +2.3% +2.9%
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Douglas Myers
San Diego Zoo Kids Channel Is Now at Ronald McDonald House Guardian Liberty Voice, April 27, 2014
Xiomara Wiley
Theme parks spell out
Harry Potter hopes Travel Weekly, April 9, 2014
Fast and Furious,’ ‘Simpsons’ announced as part of Universal Studios Hollywood expansion LA Daily News, April 9, 2014
Disneyland top man Michael Colglazier
literally walks in Walt’s footsteps Orange County Register, April 19, 2014
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JOT CONDIE Vice Chair of Operations/Nominating Committee Visit California
President and CEO California Restaurant Association
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Elected – Accommodations
COMMISSION VACANCIES
• Formerly held by Bob Gilbert
• Formerly held by Julie Maurer
• Formerly held for Lew Wolff
• Formerly held by Jay Jamison
• Formerly held by Sima Patel
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FOR CONSIDERATION
Commissioner – Accommodations
• JEFF HASTY VP of Sales and Marketing Rim Hospitality
• ANDY WIRTH President & CEO Squaw Valley Ski Holdings
• JAMES BERMINGHAM EVP of Operations Montage Hotels and Resorts
• JOHN PRITZKER Founding Partner Geolo Capital
• 5TH CANDIDATE
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Elected – Car Rental
COMMISSION VACANCIES
• Formerly held by Jonna Sabroff • Formerly held by Bob Muhs • Formerly held by Kathy Turner • Formerly held by Charles Coniglio
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FOR CONSIDERATION Commissioner – Car Rental
GARY BUFFO Founder/President Pure Luxury
WILL WITHINGTON GM/Vice President Enterprise Holdings
JOSEPH KNIGHT VP of Business Development Fox Rent A Car
PAULA BECK Global Account Manager AvisBudget Group
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BOB MUHS Commissioner
Visit California
Vice President, Government Affairs and Counsel
Avis/Budget Group
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SIMA PATEL Commissioner Visit California
Owner Balaji Hotels
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JOT CONDIE Vice Chair of Operations/Nominating Committee Visit California
President and CEO California Restaurant Association
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Resolved that the Visit California Board form a “Dream Big Initiative Committee” to be appointed by Chairman Rossi reflecting all categories of assessed businesses to determine on behalf of the commission:
1. A memorandum of agreement reflecting the percentages of contribution, rates and other appropriate terms to fund the California Competitiveness Initiative
2. Prepare language for a referendum to be called by Chairman Rossi reflecting those terms and conditions
3. Direct staff to begin preparation of regulations as necessary to implement the California Competitiveness Initiative
VOTE: RESOLUTION
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ALLISON JORDAN Vice President, Environmental Affairs Wine Institute
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5. Review 2014/15 Global Marketing Program
• Static Plan
• Marketing Allocation Strategy
• The “Dream Big Dividend”
• Next Steps and Timing
6. Items for Future Meetings
1. CEO Report
2. Recent Program Highlights
3. Digital Taskforce Update
MARKETING ADVISORY COMMITTEE – MAY 8
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FEB. MARCH APRIL
MAY JUNE JULY
PLANNING TIMELINE
• 14/15 Budget Presented for Approval
• Development of 14/15 Tactical Work Plan
• Draft 14/15 Tactical Plan Presented
• Final 14/15 Work Plan Posted
• Plan Refinement • Industry Planning Meetings
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VISIT CALIFORNIA MEXICO SALES MISSION
May 12-15
• Mexico City
• Guadalajara
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Tourism delegation (10-12 CEOs)
• Roundtable with Mexico-based tourism leaders
• Press conference launching consumer and trade campaign
• California Advisory Board reception
Mission highlights
• Taste of California event
• U.S. Embassy reception
• Climate change MOU
• AmCham luncheon
GOVERNOR’S TRADE MISSION TO MEXICO – JULY 27-30
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Jan 26-Feb 1
• High Sierra and Gold Country
May 19-24
• Central Coast
June 15-21
• Central Valley and High Sierra
July 11-18
• Shasta Cascade and North Coast
RURAL RECEPTIVE FAMS
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• Christof Innerhofer, professional ski racer
• 9-day California experience (April 26-May 3)
• Three engaging pieces of content
ITALIAN SKIER’S DREAM TRIP
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TAKEOVER RESULTS
24 HOURS
Impressions
• Paid: 468 million • Earned: 200 million
Engagement
• 22,270 hours of content engagement
• 2.5 years branded content interaction
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Source: YouTube Analytics for VisitCA Channel. Demographic report 2/25/14 – 3/26/14
< 25 25%
25-54 56%
55+ 19%
United States
Canada United Kingdom
Australia Brazil France, Germany,
Spain
WHO IS WATCHING?
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7% 17%
Consideration
Likeliness to visit
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In partnership with Department of Food & Agriculture, Buy California Marketing Agreement
and Visit California awarded $1 million to promote California’s bounty
+
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$1 million partnership with Buy California
Media buy with Food & Wine magazine
• Print spreads
• Video vignettes
• Robust digital activation
“CALIFORNIA, ALWAYS IN SEASON”
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“CALIFORNIA, ALWAYS IN SEASON” SHOOTS
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“DREAMERS” TV
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California is the land of boundless
opportunity, a place where you
don’t just dream, you dream big
Chinese Message
Be Bold to Dream (大胆梦)
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DREAM BIG CHINA MEDIA PLAN OVERVIEW
Online TV Social Travel
Vertical Websites
Search Ad Network
Digital Media Channels
Terrestrial TV – Beijing, Shanghai, Guangzhou
• April 14 – June 30 • $3.3 Million • 378 Million Impressions
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Go as Far as You Can
• “1000 Kilometers Pacific Ocean”
TRAVEL CHANNEL CHINA: TOYOTA RAV4 AND THE PCH
Nationwide reach
4 30-minute episodes
$4.8 million ad value
July 27–Aug. 2 shoot
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DREAM BIG MEXICO MEDIA PLAN OVERVIEW
Pre-Roll Video
Social Travel
Vertical Websites
Search Ad Network
Digital Media Channels
Paid TV (Cable & Satellite)
• April 28 – June 30 • $1 Million • 80 Million Impressions
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PROJECT TIMELINE
*User Acceptance Testing
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
User Experience/Prototyping
Visual Design
Development
*UAT LIVE
QA
TODAY CHECK-IN 3: Review Design
CHECK-IN 4: Beta Testing
Q2 Q3 Q4
2014 2013
Co
de &
Th
eo
ry S
ele
cte
d
Q1
Dig
ital S
trate
gy R
evie
w
MR
D D
evelo
pm
en
t
SO
W
RFP
Finalists Oral Presentations
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SITE EVOLUTION
2007 2008 2009/2010
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Matt Stiker CityPASS
Howard Pickett San Francisco Travel
Kerri Kapich San Diego Tourism Authority
Kiki Ander Visit Santa Barbara
Scott Schneider Visit Mendocino
Rebecca Schuetz Santa Monica CVB
THANKS TO DIGITAL TASK FORCE
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HOWARD PICKETT Executive Vice President and Chief Marketing Officer San Francisco Travel
KERRI KAPICH Senior Vice President of Marketing San Diego Tourism Authority
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A BRIEF INTRODUCTION
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CLIENT
RECENT LAUNCHESA BRIEF INTRODUCTION
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• Globalization
• Consumer shifts in technology use
• Proliferation of third-party tools
• Sophistication of local tourism marketing
ENVIRONMENTAL FACTORS
Source: Google/Ipsos/Sterling, 2012
90 of all media interactions are screen based.
%
43 of consumers move between multiple devices while planning a trip.
%
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Visit California is a guide.
Both enticing and informative, convincing travelers to overcome certainty gaps and moving them closer to the moment of travel.
VISIT CALIFORNIA’S DIGITAL IDENTITY
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MICHAEL MARTIN Partner and General Manager – San Francisco Code and Theory
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Capture the beauty and abundance of California through the purposeful use of content and cinematic imagery.
Create an experience that inspires users to take the next step through relevant, seamless discovery.
OUR AMBITION
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Visit California is not • Travel booking
• User reviews
• Trip planning
• Google search
• A map tool
• A social network
• A discussion forum
• Like every other state tourism site
Visit California is • An inspiring introduction to California
• A curated gallery of the abundance California has to offer
• A lightweight experience revealing detail as needed
• A path to detailed travel info and best-in-class tools
IN OTHER WORDS …
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User-centric content strategy Editorial approach to content
Simplify content hierarchy
Value quality over quantity
GUIDING PRINCIPLES
Encourage exploration
Every page is a landing page
Map as an orientation tool
Seamless exploration
Align with industry
Leverage native ads and sponsored content
Standardize display ads across site
Path users to industry sites
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REGIONS
HOME
DESTINATIONS
TRIPS
NAVIGATION
Multiple entry points
Users navigate freely through content
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• Simplified yet comprehensive content schema
• Strong handoffs to best in class resources
• Reframe industry submission to serve 3 functions
• Story Ideas
• Photos
• Events
ALIGN WITH INDUSTRY
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FOUNDATIONAL SITE CONTENT
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DESIGN PREVIEW
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HOME PAGE DESIGN
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HOME PAGE DESIGN
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REGION PAGE DESIGN North Coast
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REGION PAGE DESIGN North Coast
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REGION PAGE DESIGN San Diego County
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REGION PAGE DESIGN San Diego County
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DESTINATION PAGE DESIGN San Francisco
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DESTINATION PAGE DESIGN San Francisco
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TRIP PAGE DESIGN
The Perfect Ten
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TRIP PAGE DESIGN
The Perfect Ten
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SUMMARY OF SITE SHIFTS
Exhaustive / Granular
Curated / Contextual
Rigid Structure
Flexible Structure
Editorially Driven
Visually Driven
Informational Experiential
VCA.COM 2.0 VCA.COM 3.0
Desktop first Mobile first
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FY14/15 PROPOSED BUDGET
Global Marketing Proposed Baseline
Change from
13/14
Baseline +$5M anticipated
incremental
Change from
13/14
Global Brand Advertising $26,450,000 1% $30,800,000 17%
Global Digital $1,250,000 -20% $1,250,000 -20%
Global Content $1,250,000 0% $1,450,000 16%
Global Travel Trade $630,000 0% $630,000 0%
Global Research $800,000 0% $800,000 0%
Global Consumer Co-op $1,857,000 0% $1,900,000 2%
Communications $1,405,000 0% $1,405,000 0%
Industry Relations $1,330,000 0% $1,330,000 0%
Welcome Centers $30,000 0% $30,000 0%
International Travel Trade and PR $6,556,000 0% $6,881,000 5%
Marketing Administration $662,000 -27% $744,000 -18%
TOTAL Global Brand and Program $42,220,000 -1% $47,220,000 11%
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FY14/15 PROPOSED BASELINE
Global Brand Advertising,
$26,450,000
Global Digital, $1,250,000
Global Content, $1,250,000
Global Travel Trade, $630,000
Global Research, $800,000
Global Consumer Co-op,
$1,857,000
Communications, $1,405,000
Industry Relations, $1,330,000
Welcome Centers, $30,000
International Travel Trade & PR, $6,556,000
Marketing Administration, $662,000
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FY14/15 BASELINE +$5M ANTICIPATED INCREMENTAL
Global Brand Advertising, $30,800,000
Global Digital, $1,250,000
Global Content, $1,450,000
Global Travel Trade, $630,000
Global Research, $800,000
Global Consumer Co-op,
$1,900,000
Communications, $1,405,000
Industry Relations,
$1,330,000
Welcome Centers, $30,000
International Travel Trade & PR, $6,881,000
Marketing Administration, $744,000
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BASELINE INTERNATIONAL ALLOCATION
Mexico $600,000
Brazil $290,000
Canada
$1,975,000
UK $4,175,000
China $800,000
France $325,000
Italy $77,000
Germany $670,000
Scandinavia $79,000
India $200,000
Australia $850,000
South Korea $535,000
Japan $680,000
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Mexico $600,000
Brazil $290,000 Canada $1,975,000
UK $4,600,000
China $4,300,000
France $325,000
Italy $77,000
Germany $670,000
Scandinavia $79,000
India $200,000
Australia $850,000
South Korea $535,000
Japan $680,000
BASELINE + INCREMENTAL INTERNATIONAL ALLOCATION
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GREG SCHUMANN Group Publisher Southern Living and Sunset
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THE DIFFERENCE
Unrivaled Content Capabilities and Syndication
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THE DIFFERENCE
Unrivaled Content Capabilities and Syndication
— Huffington Post picked up Guide to Highway One feature
Unique Brand Equity
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* 2013 MRI Doublebase
THE DIFFERENCE
Unrivaled Content Capabilities and Syndication
— Huffington Post picked up Guide to Highway One feature
Unique Brand Equity
— Sunset consumers are 63% more likely than the average consumer to be super influential in travel *
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* 2013 MRI Doublebase
THE DIFFERENCE
Unrivaled Content Capabilities and Syndication
— Huffington Post picked up Guide to Highway One feature
Unique Brand Equity
— Sunset consumers are 63% more likely than the average consumer to be super influential in travel *
California Connectivity
— Two-thirds of Sunset’s sales force is based in California
— Each year Sunset works with more than 350 writers and photographers who are based in the state (including staff)
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THE ROI
Driving Exploration
— 89% indicated the guide made them want to travel to parts of California they’d never seen before *
Delivering Digital Engagement
— Time spent with Visitor’s Guide is 7.2 minutes, Road Trips 4.9 min **
Sources: *2010 California Visitor’s Guide Study; **ComScore Digital Analytics
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THE ROI
Driving Exploration
— 89% indicated the guide made them want to travel to parts of California they’d never seen before *
Delivering Digital Engagement
— Visitor’s Guide time spent is 7.2 minutes, Road Trips 4.9 min **
Dynamic Added Value
— $2.4MM net in incremental media delivered over past 28 months
Sources: *2010 California Visitor’s Guide Study; **ComScore Digital Analytics
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THE COMMITMENT
Expanded Event Distribution
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THE COMMITMENT
Expanded Event Distribution
— Taste of Charleston
Email Newsletter Exposure
— Coming this summer: access to Time Inc.’s proprietary database
Leveraging Incremental Brand Strength
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LYNN CARPENTER Vice President of Marketing
Visit California
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•New Five-Year Strategic Plan 2010/2011
•Global Media Analysis – Carat December 2010
•Brand USA – Research and Partnership 2010 - Current
•Tourism Economics Global Budget Allocation Research Spring 2012
•Vice Chair Fuller’s Request for Additional Funding May 2012
•Hall & Partners Research Summer 2012
•Global Allocation Research Updates 2012-2013
•Creative Planning and Testing Jan-Apr 2013
•Board votes to explore additional funding Oct 2013
•Coraggio Group gathers industry feedback Oct 2013-Feb 2014
•Industry stakeholder meetings Feb 2014-present
DREAM BIG TIMELINE
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FY14/15 STATIC MARKETING PLAN
Tier 1
Direct-to-consumer brand advertising & digital content
Tier 2 Direct-to-consumer digital content
Tier 3 Travel trade and public relations
* China would move to tier 1 pending incremental funding
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THE “DREAM BIG DIVIDEND” MARKETING PLAN
Tier 1
Direct-to-consumer brand advertising & digital content
Tier 2 Direct-to-consumer digital content
Tier 3 Travel trade and public relations
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MARKETING ACTIVITY
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MARKET ALLOCATION PLATFORM TOP 10 MARKETS
Market Allocation Platform Scores
Rank Country Return Cost Score $50M+ $100M
1 Long-haul U.S. 175 66 255
2 U.S. Primary Western Markets 141 69 191
3 U.K. 102 75 112
4 Canada 113 81 81
5 Mexico 84 88 70
6 Australia 96 106 68
7 Brazil 107 118 68
8 China 96 103 67
9 Japan 78 88 66
10 S. Korea 89 101 64
Source: Tourism Economics
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Tier 1 Markets
Media
Investment
Estimated
Impressions
Media
Investment
Estimated
Impressions
$16,920,000 1,281,928,000 $36,517,200 2,368,605,000
$1,700,000 191,108,000 $4,375,000 291,229,000
$3,000,000 211,250,000 $5,900,000 394,510,000
$3,300,000 456,538,000 $5,500,000 610,705,000
$3,840,000 161,125,000
$3,685,000 100,000,000
$4,022,800 252,130,000
Tier 2 Markets:
GER, FRA, JAP,
KOR
$950,000 190,000,000
$63,840,000 4,178,304,000
Not Funded at Static Level
FY14/15 Static Plan
$50M
Dream Big Expansion Plan
$100M
Not Funded at Static Level
Not Funded at Static Level
Not Funded at Static Level
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GLOBAL STRATEGIC CONTENT PARTNERSHIP Program innovation through global partnerships with media companies, content companies/creators/influencers and non-endemic brands
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With the Dream Big Plan, Tier 1 market allocation moves from three countries to seven, with deeper programming across markets
TIER 1 MARKETS
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TIER 1 MEDIA SUMMARY DREAM BIG PLAN
Tier 1 Markets Media Investment Est. Impressions
$36,517,200 2,368,605,000
$4,375,000 291,229,000
$5,900,000 394,510,000
$5,500,000 610,705,000
$3,840,000 161,125,000
$3,685,000 100,000,000
$4,022,800 252,130,000
$63,840,000 4,178,304,000
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UNITED STATES
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
National Cable TV
Online TV
Outdoor Pillar Support
$36,517,200 3.8B Imp.
Online TV
Layered Digital
National Cable TV
Syndication TV Syndication TV
Family Pillar Support
GLOBAL PROGRAMMING
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
FOUNDATIONAL BRAND SUPPORT
Experience Pillar Targeting
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
Strategic Content Partnerships & Promotions
Broadcast TV Broadcast TV
Seasonal Targeting
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CANADA
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
National Cable TV
Online TV Online TV
Layered Digital
National Cable TV
Conventional TV Conventional TV
Family Pillar Support
Search Engine Marketing
Paid Social
$4,375,000 432M Imp.
Experience Pillar Targeting
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
FOUNDATIONAL BRAND SUPPORT
“ALWAYS ON” SUPPORT
Seasonal Targeting
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UNITED KINGDOM
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
National TV
OTV Online TV
Layered Digital
TV
Outdoor Pillar Support
$5,900,000 577M Imp.
News Partnership
Experience Pillar Support
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
OOH
FOUNDATIONAL BRAND SUPPORT
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
Seasonal Targeting
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CHINA
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
National TV
Online TV
Layered Digital
$5,500,000 328M Imp.
OOH
Layered Digital
Exp. Pillar Support Experience Pillar Support
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
FOUNDATIONAL BRAND SUPPORT
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
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AUSTRALIA
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Spot TV
OTV Online TV
Layered Digital
Spot TV
$3,840,000 161M Imp.
OOH
Experience Pillar Support
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
FOUNDATIONAL BRAND SUPPORT
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
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MEXICO
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Paid TV
OTV Online TV
Layered Digital
TV
$3,685,000 100M Imp.
OOH
Experience Pillar Support
OOH
Multi-Channel Cross Pillar Campaign
Multi-Channel Cross Pillar Campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
FOUNDATIONAL BRAND SUPPORT
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
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BRAZIL
Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Paid TV
Online TV Online TV
Layered Digital
Paid TV
$4,022,800 252M Imp.
Experience Pillar Support
Multi-Channel Cross Pillar campaign
Multi-Channel Cross Pillar campaign
GLOBAL PROGRAMMING
Strategic Content Partnerships & Promotions
FOUNDATIONAL BRAND SUPPORT
Search Engine Marketing
Paid Social
“ALWAYS ON” SUPPORT
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EXPERIENCE PILLARS
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“LAID BACK LUXURY”
CROSS-PILLAR INITIATIVE
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TARGETING THE ULTRA-AFFLUENT TRAVELER
MATURE MARKETS
EMERGING MARKETS
FACT: Spending on experiential luxury makes up 55% of total luxury purchases worldwide and has grown 50% faster than luxury goods – Boston Consulting Group
“luxury goods symbolize the advances I have made in my career and social status”
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• Custom content-driven multi-channel programming
• Category leaders
• Targeted international reach
DIRECT-TO-CONSUMER PROGRAMMING
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CROSS-PILLAR INITIATIVE
“ULTIMATE FAMILY PLAYGROUND”
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TARGETING THE FAMILY TRAVELER
• Audience: HH with kids
• Brand advertising supplemented with new content-driven programming
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PILLAR ENHANCEMENT
“ALWAYS IN SEASON”
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TARGETING THE DELIBERATE CULINARY TRAVELER
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NOREEN MARTIN Chief Fiscal Officer Visit California
CEO Martin Resorts
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VOTE: FEB. 28, 2014 FINANCIALS
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FY14/15 PROPOSED BUDGET
Global Marketing Proposed Baseline
Change from
13/14
Baseline +$5M anticipated
incremental
Change from
13/14
Global Brand Advertising $26,450,000 1% $30,800,000 17%
Global Digital $1,250,000 -20% $1,250,000 -20%
Global Content $1,250,000 0% $1,450,000 16%
Global Travel Trade $630,000 0% $630,000 0%
Global Research $800,000 0% $800,000 0%
Global Consumer Co-op $1,857,000 0% $1,900,000 2%
Communications $1,405,000 0% $1,405,000 0%
Industry Relations $1,330,000 0% $1,330,000 0%
Welcome Centers $30,000 0% $30,000 0%
International Travel Trade and PR $6,556,000 0% $6,881,000 5%
Marketing Administration $662,000 -27% $744,000 -18%
TOTAL Global Brand and Program $42,220,000 -1% $47,220,000 11%
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VOTE: FY14/15 BUDGET
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VOTE: FY14/15 INCREMENTAL EXPENDITURES
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Toni Atkins
Democrat, 78th District (San Diego)
NEW ASSEMBLY SPEAKER
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MIKE KVARME Legal Counsel Visit California
Weintraub Tobin Chediak Coleman Grodin Law Corporation
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Europe Sales Mission
• June 9-13
Australia Sales Mission
• August 22-28
Visit California Fall Board Meeting
• Oct. 1-2
AMGEN Tour of California
• May 11-18
Mexico Sales Mission
• May 12-15
Toronto Media Reception
• June 3
CURRENT AND UPCOMING EVENTS
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AGENDA ITEMS FOR FUTURE MEETINGS
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