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Transformation: transcendence, innovation, paradigm shift, evolution, reinvention
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•CA - Pioneers, Entrepreneurs and movie stars
•We don’t associate it with our industry
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We’ve seen how the British royal family has reinvented itself – from the traditional
[photo of Queen Elizabeth & Prince Phillip on screen]
To the young and fantastically popular.
[Will & Kate]
We’ll be speaking more about the young Royal Couple and their upcoming visit to
California a little later on
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Undoubtedly, part of what lured the royal couple here is
California’s Unique Differentiation
• We are a magnet for dreamers, a place where people’s dreams come true
•While other destinations are looking for survival, we are pushing to find new ways to
thrive
•Size of our tourism economy provides scale that cannot be duplicated – unique
opportunity
•Our BID structure allows us…. – 57 BIDs in State
•And all of YOU
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On November 19, 2010 the Dreamland film crews scattered across the state to follow
a remarkable group of California visionaries; revealing inspiring stories of courage,
passion, and risk-taking.
Counted among the ranks are athletes, entertainers, musicians, entrepreneurs, chefs,
environmentalists, artists, and others who are in California to realize a vision and
whose ideas and actions are changing the world.
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Will achieve global distribution, upholding brand by placing spotlight on people
Here’s a sneak peak
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Tourism rebounded more then expected in 2010 thanks to a big recovery in
international travel and the first growth in business travel in three years.
Overall spending in the state is $95.1 billion, which is a 7.4% increase from 2009.
Because job growth lags tends to lag gains in visitor spending, we didn’t see growth in
tourism jobs in 2010, but anticipate a 1-2% gain in jobs in 2011.
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There is light at the end of the tunnel, and we’re projecting more positive growth in
travel for 2011.
Economic forecaster Tourism Economics projects that total visits will grow 3 percent
in 2011, and that travel related spending will grow by 6%.
Domestic travel is forecast to outpace international travel in terms of yr/yr growth.
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Momentum
•Climbing out of a hole
•Not back to 2007 pre-recession levels yet
•Advertising generated 3.7 million trips and $5.1 billion in incremental spending
•This is how we measure the success of programs
Why Travel Matters… to California
•Collective voice nationally – Visa reform, CTP
•Statewide collaboration – legislative receptions
•Umbrella message
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International visitors have to obtain entry into the U.S. before they can ever come to
California, which makes entry process facilitation critical, especially admitting
countries into the Visa Waiver Program.
Political issues can also impact travel, such as the fallout from bailout fund receivers
traveling for meetings, and the potential boycott of Arizona due to immigration laws.
Overzealous TSA screenings also cause discomfort
The Corporation for Travel Promotion was created for all these reasons.
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Mission
•Why are we all here?
•What are we aiming for as we go to work each day?
•Sell tickets – book hotel rooms?
•To create desire for the California experience
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Vision
• What is our Vision?
•2011: We will ensure that travel is recognized as the catalyst for improving the well-
being of all Californians
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Our Goals
•Setting the platform for transformation
•1: Positive Change – first enter the conversation, then change (The State)
•2: Get travel recognized (Travel Industry)
•3: Deliver Value – (organization/stakeholders)
(All goals have tactics)
Name change – timing is right and consistent with our national sister organization
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Partners in Hospitality and Tourism Reception
April 26, 2011, Capitol Lawn
Part of California Tourism Outlook Forum
Featuring International Summit & Destination Day, April 26-27
Sacramento Convention Center
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5-Year Strategic Plan
•3 Reasons for engaging in effort now:
1. Economy and global recession shifted travel habits
2. New technology needed to be included as major factor
3. Formation of national Tourism entity created need to augment
international strategies
•NEW: Rural & Welcome Center Marketing efforts integrated throughout
•Transforming our marketing…
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Transforming the Travel
Category
•One Theme – Transformation
•Two platforms
•The Category of Travel –
economic relevance
•California Brand enrichment
•Two simultaneous efforts –
business and marketing plans
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Tagline: “California, Find yourself here.”
“This campaign talks about California as a rare place, with one-of-a-kind icons and
celebrities.”
Tease upcoming panel
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Research continues to show that synergy between multiple messages/campaigns is critical. The more
elements of CTTC’s advertising a consumer sees, across different media channels, the more likely they
are to visit California. To capitalize on this, CTTC utilizes a rotation of 3 television spots with the goal of
exposing consumers to all three commercials as much as possible
1) “Misconceptions”- (0:30) – plays up California stereotypes in a tonge-in-cheek way. Launched in the
US and Canada on 10/4 and will run in the UK in December and in Australia in February.
**Featuring all star cast including Kim Kardashian, “Keeping up with the Kardashians” ;The Jonas
Brothers, recording artists/actors ; Michael Chiarello, celebrity chef/Emmy-winning Food Network
host; Gustavo Dudamel, Los Angeles Philharmonic music director; Jason Mraz, Grammy award-winning
musician; Betty White, actress
2) Refresh of wine & food spot, You’ll Be Back – “Good Life” (0:15) Begins Airing: Spring 2011
The new spot, Good Life, celebrating California as the land of wine and food and capturing the
pioneering spirit and innovation of the state through culinary artisans. New scenes include:
Randy Lewis, winemaker
Michael Chiarello, celebrity chef/Emmy-winning Food Network host
Giada De Laurentiis, Emmy-winning Food Network host
3) Refresh of “Ambitious” snow spot - “Friends in High Places” (0:30). Begins Airing: Spring 2011
The new spot, Friends in High Places, which showcases winter in California through on-hill and off-hill
experiences, will also begin airing with new scenes that feature Winter Olympic athletes/medalists:
Julia Mancuso
Errol Kerr
Shannon Bahrke
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Video: 30 sec
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Video: 30 sec
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Video: 30 sec
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So you saw our spots – now see how we made Misconceptions happen!
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SMARI research has shown that synergy between multiple messages/campaigns is
critical – the more elements of CTTC’s advertising a consumer sees, across different
media channels, the more likely they are to visit California. In particular, layering
national print advertising with television extends reach, positively influencing
awareness and likelihood to visit.
CTTC has evolved the “True Californians” print campaign to better convey the brand
in a uniquely California way. The campaign continues to feature pioneers, innovators
and icons who reflect the California attitude and spirit. Where CTTC’s television
campaign relies on a mix of motion, sound and dialogue to bring the California brand
personality to life, the print campaign relies on hero imagery that elevates each
person’s accomplishments in a fun and whimsical way.
The 2010-2011 campaign features:
Randy Lewis, professional race car driver turned iconic winemaker
Glen Plake, pioneer of extreme skiing
Roy Choi, founder of Kogi BBQ and pioneer of California’s street food movement
Jack O’Neill, inventor of the wetsuit and founder of O’Neill Wetsuits
Dr. Frank Almeda, senior curator of botany, California Academy of Sciences, and
creator of the Living Roof
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The visitcalifornia.com Web site, with numerous international versions, serves as the
Call to Action for all CTTC advertising.
• Visual design is well integrated with the brand through grid and colors.
• Increased position of find a destination to homepage to serve user needs. Changed
language around it to integrate with brand.
• More text on the homepage makes the site is more discoverable by search engines.
• Photo details will help users find destinations and activities for their trip.
•Image montage will be focused on brand themes (romance, relax & indulge, culinary,
family fun, outdoor adventure) rather than random.
•Added weather widget based on user feedback.
•Surfaces links into content areas such as trip ideas, events, things to do, inside
scoops, and ca cuisine.
•Add links to language sites.
•Increase visibility of site search.
Examples of Inside Scoops and Must See features on the site: (LA focus)
Take Home the Art of L.A.
Live it up at L.A. Live
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CTTC has integrated its print advertising campaign (True Californians) with its
interactive/Web programming elements, resulting in the Live Like a Californian Sweepstakes,
running through June 19.
The campaign is built around a sweepstakes that will take place over eight weeks, with each
week dedicated to a theme associated with a particular “True Californian.” Consumers will be
invited to take a weekly quiz where they can earn entries for correct answers and for sharing
the promotion with their network of friends.
Each week one winner will receive a $250 California-branded Visa gift card and one winner
will receive two round trip flights provided by Travelocity, one of CTTC’s promotional
partners for this campaign. The promotion will culminate with the selection of eight grand
prize winners. Each grand prize trip for four people will include roundtrip airfare, three
nights’ lodging, a rental car and a “money can’t buy” destination experience themed around
(and often including) the featured “True Californian.”
LATEST STATS:
Excitement and response has been great with more than 130,000 registrations over the 8
week period – exceeding our goal of 117K (based on a 10% increase from the CA Game with
Southwest)
Industry support through assistance with both prizing and promotion has been critical to
the success of the program
Grand prize winners to be selected this week
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DEMO video
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Based on positive partner feedback and strong ROI of recent wine and food PR
campaigns, CTTC decided to create California Restaurant Month -- a new culinary
communications platform for our DMO partners.
CTTC created a special California Restaurant Month web page, listing various
Restaurant Weeks taking place throughout California in January 2011.
By creating this statewide PR platform, it became more compelling offering to
consumers and story hook for media and consumers, raising the profile of everyone’s
promotions and reinforcing our branding as the top culinary destination in the U.S.
Mid-Nov release generated 170+ postings including Reuters, Yahoo, Seattle Times.
Other coverage in SF chronicle, SD Union-Tribune, Chicago Tribune & Nat Geo
Traveler.
Rest Month segments booked on Today Show & Canada AM (most pop. Canada
morning show)
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FB: Post relevant, interesting and fun information to create fan engagement. Share
relevant DMO events, deals, information. Question fans to elicit response and
interaction among base.
Twitter: Tweet relevant and interesting information. Selectively retweet industry
deals and promotions. Identify travel influencers and retweet their information.
YouTube: Features our videos and other inspirational CA videos.
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As part of the innovate strategy, we partnered with the Ellen DeGeneres show on a custom
integration program.
This is a multi-channel integration that includes National TV, Local TV & Local Radio, Online
Media, Social & Promotional Components
•Over 68.9 million total gross impressions
•77,000 page views to the California page
•40,017 total quiz completions (34% completion rate)
Key benefits of the “Vacation…All I Ever Wanted” umbrella theme:
• Reinforces California as the ideal vacation destination (overt, but authentic)
• Plays into the organic storyline of the show, integrating into Ellen’s established
top of the show open
• Plays to Ellen’s humor in an authentic way
• Potential for more on-air visibility (top of the show, plus memorable moments
along the way, etc.)
• Extends across all Ellen channels
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The Duke and Duchess of Cambridge (aka William and Kate) are California-bound for the
Duchess’ first trip to America. This truly is a once in a generation occurrence and an exciting
opportunity to show off California’s extraordinary and unique lifestyle to the newlyweds and
beyond. Over a quarter of the planet – that’s two billion people – watched the royal wedding
last week. Can you imagine the impact of those eyes focused on California?
CTTC has created a campaign to:
Capitalize on global media attention:
• Pre Visit Fueling the Dialogue
• During the Visit Channel media attention
• Post Visit Extending Visitor Interest
• All the Time Inserting the Travel Message into coverage
Amplify Advertising Campaign 3 Days Isn’t Enough
• Extending the impact of the Spot by layering in PR as an additional touch point with the
consumer
Create a statewide platform for industry to leverage
• To maximize exposure and extend visitor interest – beyond locations in the itinerary
• Royal Packages an example
• PR Stunt we would pull off as a coordinated, statewide program that destinations, DMOs
can tap into
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•Multi-platform consumer promotion in the US, UK & Australia including TV, print, radio and online
•Domestic partnership with Yahoo!Shine to leverage the audience generated through their coverage of
the Royal Wedding
•Consumer sweepstakes in the US, UK & Australia for a chance to win a 7-day Royal California Holiday
courtesy of Mauiva AirCruise
California will be rolling out the golden carpet for the Duke and Duchess of Cambridge during their first
official California visit July 8-10, 2011.
Because one can’t possibly see all of California in three days, CTTC is launching a global “Three Days
Isn’t Enough” campaign in June, encouraging the royal couple – and travelers around the world – to
take an extended visit throughout the Golden State.
Campaign Components:
•New TV spot featuring California’s abundance and beyond the gateways product truly showcasing that
it is not possible to see all we have to offer in 3 days
•Multi-platform consumer promotion in the US, UK & Australia including TV, print, radio and online
•Domestic partnership with Yahoo! to extend campaign reach. The Yahoo! partnership allows CTTC to
leverage the audience generated through Yahoo! Shine’s The Royal Wedding site and extend the
program to cover the Royal Visit through the development/deployment of a Royal California Holiday
Sweepstakes.
•Consumer sweepstakes in the US, UK & Australia for a chance to win a 7-day Royal California Holiday
courtesy of Mauiva AirCruise - a game-changing new travel offering with private air travel between
private airports to create a prize package that reinforces the abundance message and creates an
experience of traveling like a royal.
•Industry created Royal Summer packages housed at VisitCalifornia.com/RoyalSummer
•Robust PR outreach plan that includes a State wide ‘Royal-Tea and Toast’ event Friday, July 8th, 2011
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To wake us all up a little bit this morning, I thought I’d show a sneak peek of our
newest campaign – one that hinges on Will & Kate’s enormous popularity, and the
millions of eyes that have followed their love story.
I’ll go through a few more details later, but for now, here’s:
The Royal Summer: 3 Days Isn’t Enough
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Submit content for What’s New & web site
Tourism.VisitCalifornia.com – learn about our marketing programs – there is
something for every budget.
Submit your content:
-Ideas for Web Content (itineraries, must sees, inside scoops) – which our publisher
Sunset sees and considers
- Events – FREE! Over 1,500 events have been submitted with the majority being
posted since the submission tool launched in November 2007.
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CTTC recognizes that mobile is a vital platform for the brand, and includes it in the 5-Year Plan:
Objective #3 of our 5-Year Plan is ENGAGEMENT: “CTTC will make visitcalifornia.com’s rich content
accessible across a range of devices, and live in a range of places, so it can be relevant to users when
and where they need it.”
In March, CTTC launched a Mobile Project to:
• Reach BREADTH of consumers with a mobile website accessible across most smart phone devices
• Gain DEPTH of engagement through an iPad app, reaching a growing, affluent segment
• Design feature set to provide easy interactivity and useful tools, based on analysis of how consumers
use mobile as they travel
On April 12, CTTC held the first meeting of the mobile task force.
Task force members:
Mike Gallagher (CityPASS)
Brad Burlingame (West Hollywood)
Mary Lowery (Disney)
Julie Maurer (Squaw)
Kerri Kapich (San Diego)
Colleen Dalton (Northstar)
Kiki Ander (Santa Barbara)
Joseph Scott (Pismo CWC)
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Objectives of the mobile initiatives are:
Launch a strategically designed mobile platform to maximize California’s
competitive advantage
Reach mobile Internet users with compelling content and information that is
relevant across the travel lifecycle, especially during travel
Support tourism throughout the state, driving traffic –online and on wheels –
to California travel industry businesses and DMOs
Increase awareness of, and traffic to, California Welcome Centers
Enable and extend the social media conversation between CTTC and its
growing fan base
Create a platform for participation by regions, DMOs, and partners in mobile
content and promotions
Timeline/How to Get Involved:
Mobile application and mobile website are set to launch this Fall
There will be opportunities to showcase your destinations within CTTC mobile
initiatives that range from continuing to submit content ideas (which is free of
cost) to submitting your destination publications on the application book shelf
to banner advertising on the mobile website. CTTC and Sunset will be rolling
out more detailed information and pricing structures as the development
process continues
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How to get involved:
SUBMIT YOUR “ROYAL SUMMER” PACKAGES & EXPERIENCES for posting on
VisitCalifornia.com/RoyalSummer to benefit from PR pitches and traffic to the site. Offers must have a
strong royal theme, include the word “royal” in the name and be valid at least through August.
Please submit package details to royalsummer@visitcalifornia.com including a description and the
exact URL where the package is posted on your website
ORGANIZE A ‘ROYAL-TEA TOAST’ IN YOUR DESTINATION to be included in national, regional and local
PR outreach.
Email royalsummer@visitcalifornia.com with your contact information and details on the host location
SUBMIT STORY OR DESTINATION IDEAS for inclusion in national pitches. The four major pitch angles
are:
Meet California’s Own Royalty: this is a chance to showcase California’s own royals, from “Miss Gilroy
Garlic Festival Queen” to the “King of Surf Guitar.”
Royal Fashion Runway: The Duchess is already a fashion icon, so we’ll work with California-based
stylists and designers to create print and broadcast segments to speculate what Kate might where
while in the Golden State and showcase royal “themed” fashions that work for any California
vacationer.
Vacation Like a Royal on Any Budget: this pitch will show travelers how they can vacation like the
Royals on any budget.
California: Where the Royals Play: we’ll profile the California experiences that have been most
popular with not just British royalty, but from royalty around the world.
Send your suggestions to royalsummer@visitcalifornia.com
PARTICIPATE IN THE CONVERSATION on why “Three Days Isn’t Enough” and encourage potential
visitors to explore your destination on the Yahoo! Shine Facebook discussion tab at
www.facebook.com/yahooshine
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Entertainment Tonight
As Caroline covered earlier, in FY10/11 CTTC created an exciting integration program
with the Ellen DeGeneres show.
In 11/12, we want to continue with these exciting custom programs and will be
working with Entertainment Tonight – the #1 TV entertainment program – to
showcase all that California has to offer.
Negotiations are still underway with ET, but the general concept is a 10 week in-show
countdown that leads up to a California themed Emmy party.
Each of the 10 weeks will focus on the most memorable, exciting and fascinating
people and places in California and will allow us to spread coverage across California.
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New Channels/Inspiration
•Music is one of most watched content on web (Porn, Music, Travel)
•Aside from distribution, volume and huge “fan base”, music content allows us the
opportunity to hit on several other key themes for CA:
•Celebrity nature of performers – one Jason Mraz video – 94 MILLION views
•Celeb tie-ins
•Eyeballs to Earballs
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Royal Visit:
California will be rolling out the golden carpet for the Duke and Duchess of Cambridge during their first official
California visit July 8-10, 2011.
Santa Barbara is excited to be included as part of the Royal Visit Itinerary
CTTC moved quickly to create a platform in “3 Days Isn’t Enough” that the industry could use to rally around this
amazing opportunity to showcase our destinations
How to get involved:
SUBMIT YOUR “ROYAL SUMMER” PACKAGES & EXPERIENCES for posting on VisitCalifornia.com/RoyalSummer to
benefit from PR pitches and traffic to the site. Offers must have a strong royal theme, include the word “royal” in
the name and be valid at least through August.
Please submit package details to royalsummer@visitcalifornia.com including a description and the exact URL
where the package is posted on your website
ORGANIZE A ‘ROYAL-TEA TOAST’ IN YOUR DESTINATION to be included in national, regional and local PR
outreach.
Email royalsummer@visitcalifornia.com with your contact information and details on the host location
SUBMIT STORY OR DESTINATION IDEAS for inclusion in national pitches. The four major pitch angles are:
Meet California’s Own Royalty: this is a chance to showcase California’s own royals, from “Miss Gilroy Garlic
Festival Queen” to the “King of Surf Guitar.”
Royal Fashion Runway: The Duchess is already a fashion icon, so we’ll work with California-based stylists and
designers to create print and broadcast segments to speculate what Kate might where while in the Golden State
and showcase royal “themed” fashions that work for any California vacationer.
Vacation Like a Royal on Any Budget: this pitch will show travelers how they can vacation like the Royals on any
budget.
California: Where the Royals Play: we’ll profile the California experiences that have been most popular with not
just British royalty, but from royalty around the world.
Send your suggestions to royalsummer@visitcalifornia.com
PARTICIPATE IN THE CONVERSATION on why “Three Days Isn’t Enough” and encourage potential visitors to
explore your destination on the Yahoo! Shine Facebook discussion tab at www.facebook.com/yahooshine
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Rural Marketing
CTTC has been working with the Rural Marketing Advisory Committee – under the
leadership of Scott Schneider – to further develop the Rural Marketing Program
Conducted 2 waves of research
Industry research to get program feedback and initial thinking on issues like
rural naming and regional breakdowns
Consumer research to really dive into how consumers think about California
travel product beyond the gateway. Including things like how they approach
planning travel, barriers to travel and perceptions.
With the opportunistic production of the Royal Visit TV spot, CTTC was able to get out
around the state and utilize the opportunity to pick up alternate lines to create a new
:30 ‘Off the Beaten Path’ spot featuring destinations from Mendocino to Fresno to
Palm Desert.
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For the new Royal Spot CTTC visited many Rural destinations – included in the spot
are:
North Coast: Mendocino & Redwood National Park
Shasta Cascade: Fall River, Mt. Lassen, Shasta Lake
Gold Country: Tuolumne River
High Sierras: Mono Lake, Mammoth Hot Springs, Yosemite
Central Coast: San Louis Obispo, Morro Bay, Hearst Castle
Central Valley: Fresno,
Deserts: Joshua Tree, Palm Springs
Inland Empire: Temecula
Activities Captured: Hot springs, camping, fly fiching, tide-pools, river rafting, hiking,
boating, golfing, etc.
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New Royal Summer Spot allowed CTTC to shoot B-Roll and photography as well. Here
is just a sample of photos we were able to grab while out on the road shooting the
spot.
Currently CTTC’s library houses almost 5,000 HD B-Roll video clips and over 6,000
images that are available for the industry, trade and media to download. The footage
and images we just acquired on the road will add to this growing library.
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The California brand has gone global. International tourism is big business for California, with
13.6 million visitors contributing about $17 billion (+9% over 2009) to the state economy in
2010.
International arrivals are leading the recovery in travel. Overseas visitation to California is
expected to increase 4 percent in 2011 and we expect leisure trips from all international
markets will continue to increase into 2015 (except for Japan in 2011).
International visits to California have shown healthy growth in 2010. Arrivals from Asian
destinations fueled the rebound, with 23% overall growth in 2010. European travel also
contributed with a 14% growth in visitation in 2010, supported by surprising strong growth
rates from France (+39%) and Italy (+27%)
Asia will drive growth in international arrivals to California over the forecast period. Double-
digit growth is expected each year for inbound travel from China, and travel from South
Korea and India is expected to grow dramatically as well. While travel from Japan is expected
to be down 7% in 2011 (due to the Tohoku earthquake), a turnaround is anticipated for 2012-
2015.
To increase California’s market share of international visitors, who stay the longest and spend
the most, CTTC commits more than $20 million to international marketing efforts in 14
countries.
California now has full or limited representation in 12 key countries, assisting us with sales,
marketing and public relations efforts:
UK, Germany, France, Italy, Scandinavia, Brazil, Mexico, Australia, Japan, Korea, India and
China.
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CTTC’s U.K. office created California Classics, a multi-platform integrative campaign employing TV,
cinema, press, the Internet and social media channels to ask a U.K. audience to look at films through a
tourist lens. The campaign is based around 12 “California Classics” – well-known and acclaimed films
that use the California landscape not only as a backdrop but also as a character in the films.
The program strategy involved partnering and multi-tiered advertising/social media campaign
involving the following components:
PARTNERSHIP WITH SKY TV TO RUN SCREENINGS OF 8 CALIFORNIA MOVIES, VERTIGO, TERMINATOR 2, CHINATOWN,
MILK, EAST OF EDEN, ESCAPE FROM ALCATRAZ, BULLITT AND REBEL WITHOUT A CAUSE, PLAYED AT 8 P.M. ON “SUNDAY
SKY MOVIES MODERN GREATS” DURING JANUARY AND FEBRUARY. ADDITIONALLY THE FILMS WERE REPEATED ¾ EACH
DURING THE CAMPAIGN PERIOD
EACH MOVIE SCREENING WAS PRECEDED BY A 3 MINUTE INTRO SHOT ON LOCATION IN CALIFORNIA
ADDITIONALLY 8 BRAND SPONSORSHIP BUMPERS WERE CREATED ACROSS THE STATE THAT RAN AT EITHER SIDE OF EVERY
ADVERTISING BREAK ON SKY MOVIES FOR JANUARY AND FEBRUARY. THESE HAD A CALL TO ACTION TO DRIVE VISITATION TO
CALIFORNIACLASSICS.CO.UK
PRINT ADVERTISING IN THE GUARDIAN WEEKEND, THE LEADING newspaper for arts and music coverage
(circulation 356,000) running an advertorial based around the film and film locations featured in that
weekend’s movie on Sky TV. In addition, CTTC built a microsite on guardian.co.uk that will house all
advertorials, plus additional applicable film and travel content from The Guardian’s back catalog. The
Guardian also drove entries to CTTC’s competition to review a California movie on Twitter.
CTTC built a new microsite, Californiaclassics.co.uk, to act as the hub of all activity and be the
destination of all Web traffic.
To further engage with the U.K. audience, CTTC ran several incentives and promotions (Twitter and
online competition, film screenings ticket drawing as well as a sweepstakes to win a holiday in
California sponsored by travel trade partner Black Tomato.
The campaign’s above-the-line activity reached 10.5 million U.K. adults.
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Hosting Pow Wow 2011 in San Francisco -- with follow-up tours throughout the Golden State – and
repeating the process in L.A. next year will help us engage top travel trade and media professionals in
the California brand so they can tell consumers no other state offers our diversity and abundance of
experiences.
According to U.S. Travel Association, approximately $3.5 – 4 billion in business is conducted at IPW,
and each host city can expect 10 percent of that in additional business over the next three years. This
means that San Francisco and L.A. alone can each bring up to $400 million in additional revenues for
three years after hosting IPW.
Since hosting International Pow Wow 2007 in Anaheim, California’s tourism industry has spent close to
$10 billion to improve their facilities for the enjoyment of visitors, giving visitors reasons to return and
helping keep California the top destination in the U.S.
CTTC hosted 180 travel trade and media professionals on 9 statewide fams. These travel and media
professionals on our post-Pow Wow fams saw first-hand how California continues to reinvent itself
with innovation and private investment across the state benefitting tourism.
During the trade show, CTTC conducted 375 pre-scheduled appointments (33% increase compared to
last year) meeting with travel trade and media professionals from 48 countries
CTTC launched a brand new resource for travel trade professionals around the world – a global Web
portal with new tools to sell California. This includes product training, itinerary planning, in-state
industry contacts, and thousands of new images. www.traveltrade.visitcalifornia.com.
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(Talking Points still to be inserted)
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(Talking Points still to be inserted)
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(Talking Points still to be inserted)
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