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California Travel and Tourism Commission Online Plan Proposal

California Travel and Tourism Commission Online Plan Proposal. Evaluation Criteria in FY 2008. Goal for FY 2007 Online Promotion : To enhance awareness of California as a travel destination to female age 20 to 34 Evaluation Criteria Page View

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California Travel and Tourism Commission Online Plan Proposal

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  1. California Travel and Tourism Commission Online Plan Proposal

  2. Evaluation Criteria in FY 2008 • Goal for FY 2007 Online Promotion: • To enhance awareness of California as a travel destination to female age 20 to 34 • Evaluation Criteria • Page View • Number of applicant for present campaign in CTTC home page • Number of e-newsletter registration • Goal for FY 2008 Online Promotion • Call to Action: To promote audience to take action for California Travel (Ex. visit California page of travel site, call travel agency regarding California tour, etc) Branding Action • Visitors of California page in travel site • Inquiries about California travel to travel agency • Frequency • Page View • e-newsletter registration

  3. Online Promotion Concept in FY 2008 FY 2008 promotion will challenge to increase call-to-action, to create buzz of California, and to promote consumers’ engagement with California. AB-ROAD (co-promotion with partners) Globe-Trotter T&E (Chikyu no Aruki Kata) 1) Tactical Promotion (Promote California Tour) I. Media Tie-up 2) User Participation Ex.Yahoo！Avatar CTTC Official Site II. BuzzMarketing >>> Gadget ＩＩＩ．Engagement >>>Present campaign in CTTC HP • Campaign Page • Campaign Application • e-newsletter registration

  4. I: Media Tie-up

  5. Media Tie-upAB-ROAD • 4 tie-up pages + banner ad on AB-ROAD • Banner ad on AB-ROAD will lead audience to tie-up pages • Tie-up pages is preserved in AB-ROAD sites for one year. It can be used part of CTTC Web site by setting direct link from CTTC Web site • 2)Lead audience to package tour booking page • Promote 230 travel agencies to set up California original tour • Possible to add extra pages for CTTC’s partners Number of Package Tour on AB-ROAD List AB-Road’s voluminous travel information is so attractive to lead audience to tie-up pages and package tour list. (As of July 31, 2008)

  6. Media Tie-upAB-ROADTie-Up Page Image <Banner on AB-ROAD Package Tour List> <Tie-up Main Page> <AB-ROAD Top Page> • 1 cover page + 4 tie-up pages • 4 pages tie-up page with beautiful images. • Preserved in AB-Road Web site for 1 year and it can be linked to CTTC web site Lead audience looking for travel destination to California tie-up page *45% of AB-ROAD audience visit the site to search travel destination e-letter to 430,000 subscribers California Package Tour List Offer extra pages to CTTC’s partners to present their detailed information Audience will contact to travel agencies when they find interesting tour on the list >Period：4 month >Budget: JPY 6,000,000 <Partner’s Page>

  7. Media Tie-upAB-ROADPartners Page • Partners Page • Great opportunity to reach possible California travelers • Set up special page for partners (1 page per partner) • Present detailed information with beautiful images • Lead audience to package tour list including partner’s area • Production note • Contents amount is limited according to provided space • Photo and literature must be provided by partner • Package tour is not necessarily limited to partner’s area • (No package tour might be found for some partners) • Direct link to partner’s HP is not allowed • 5 extra pages are available Cost per partner: JPY 300,000 / USD2,857.14 (USD 1.00 = JPY 105) Page Image

  8. Media Tie-upAB-ROADTie-Up Page • Evaluation Criteria <Web Site>・# of impression / # of page view / # of Click<Actual Market Condition> ・Transition of sum of California package tours ・Sum of inquiries about California Package Tours ・Popularity ranking of destinations in California in AB-ROAD • ・Popularity ranking of package tour listed in AB-ROAD • ・Telephone interview with travel agencies regarding California Package Tours

  9. Media Tie-upAB-ROADMedia Profile Media Profile ・Site Open: July 1996・e-newsletter subscribers: 430,000・Listed Package Tour: 38,000・Listed Air Ticket:140,000・Alliance Travel Agency:２３０＊As of August 2007 【男女別年齢分布】 <Male-Female / Age Ratio> <Male-Female Ratio> Male: 36.6% Female: 64.4% Female Male Main users are female aged 20s and 30s who are the most active oversea traveler. It is a strong characteristic that 40% of users travel abroad more than twice a year. ※AB-ROAD Site User Original Survey

  10. Media Tie-up Chikyu no Aruki Kata • Tie-up with well known travel site – Chikyu no Aruki Kata (Globe Trotter Travel Guide) • Develop original tours and lead the audience to inquire them • Tie-up Page • Travel Guide • Introduction of • package Tour • Booking Travel Site Top Page Price List by Date Second Level *Photo and other materials for making tie-up page by the client Inquiry Registration Form Promote audience’s interest in California travel in tie-up page Place leading banner on the top and second level of the site Audience can check cost and availability of package travel Period: 2 month Cost: About JPY 4,000,000

  11. Media Tie-up Chikyu no Aruki Kata Media Profile • Access • Approx 12,000,000PV / month(As of August 2008) Used by women in their 20s and 30s and men in their 30s • Evaluation Criteria • Ad 1) # of impression 2)# of crick 3)Click through ratio • + • Original questionnaire • <Available data> • How many people have visited California?How often people visit California? • How many people want to visit California? User Profile etc

  12. Media Tie-upYahoo! Avatar User Participation • Conduct “California Fashion Content 2009 Spring/Summer Collection” by one of the popular contents, - Yahoo！ Avatar Yahoo! Japan Avatar tie-up The previous campaign featured summer-oriented items. The next contest will feature winter-oriented items of California. Avatar items distribution and fashion contest for 1 month Estimate: JPY 3,500,000

  13. II: Buzz Marketing

  14. Buzz MarketingMulti-platform Gadget • An accessory soft works on desk top or application soft. • In Japan, 15,000,000users place gadget on desktopand 26.7% of bloggers place gadget on their blog. • Communicate gadget users on regular basis • Create buzz effect Mechanism of buzz expansion Gadget Source Step 1 Some blogers get a gadget from gadget source Step 2 Blog readers of blogers in Step 1 are interested in gadget and place their own blog or desktop Step 3 Blog readers of blogers in Step 2 are interested in gadget and place their own blog or desktop >>>>

  15. 時計天気 英会話TV 検定 今週のCA プレゼント LA SF TOKYO ・・・・・今月のプレゼントは、高級カリフォルニアワイン　1名様　・・・・・・ Buzz MarketingMulti-platform Gadget “California Gadget TV” 4 channel gadget serves California update, useful contents, convenient tool etc.. • Contents Menu • English Lesson TV • Introduce California travel information through English lesson • Program is updated on monthly basis California Exam • Promote understandings of California through an audience participatory content • Three questions by difficulty levels are prepared. • California Weekly • Deliver the latest topics in California with visual images • Monthly Present Information • Lead audience to CTTC homepage with present information • Clock & Weather Information • Time and weather in LA, SF, and Tokyo • Provide basic and necessary information to be kept for long time Link to CTTC Homepage Deliver the latest news on CTTC HP (Scrolling display)

  16. Buzz MarketingMulti-platform Gadget 4 Channels in the Gadget – News / Cultivation / Entertainment / Present English Lesson TV English lesson program with motion picture. Promote California tourism information through English lesson. For contents development, collaboration with a partner (English school etc) will be required. California Exam Quiz on California. Users deepen their understandings and interests in California through enjoying quiz game. GADJET TV GADJET TV 時計天気 英会話TV 検定 今週のCA プレゼント 時計天気 英会話TV 検定 今週のCA プレゼント California Exam Level 3 Q：Where is the capital of California？ 　◎　Los Angels 　◎　San Francisco 　◎　Sacramento Where is the best restaurant in LA to visit with my boyfriend? Send ・・・・・今月のプレゼントは、高級カリフォルニアワイン　1名様　・・・・・・ ・・・・・今月のプレゼントは、高級カリフォルニアワイン　1名様　・・・・・・ Monthly Present Announcement of present campaign in CTTC homepage. Also incentive to place the gadget on user’s desktop Present (planned): California Tour / California Present etc GADJET TV GADJET TV California Weekly Deliver the latest topic in California. Enhance user’s interest in California 時計天気 英会話TV 検定 今週のCA プレゼント 時計天気 英会話TV 検定 今週のCA プレゼント プレゼント画像枠 Present in December Nice cupcake store in LA Luxury Hotel Voucher ・・・・・今月のプレゼントは、高級カリフォルニアワイン　1名様　・・・・・・ ・・・・・今月のプレゼントは、高級カリフォルニアワイン　1名様　・・・・・・

  17. Buzz MarketingMulti-platform Gadget PCDesk top How to distribute Gadget • > Free Distribution Point • CTTC Homepage • Google Gadget • Yahoo! Widget list • >Paid Distribution Point • Gadget Gallery • (2,500 DL / 2~3 months) • Seeding CTTC Home Page iGooglemypage Present Campaign Page My Yahoo ! Application form Estimated Cost Initial Cost : JPY 3,000,000 Operation Cost: JPY 3,000,000 Contents Production Cost: JPY: 2,500,000 Gadget Gallery Placement Cost : JPY 500,000 Seeding to influential blogers: JPY 1,000,000 > Platform 　・Desktop（WindowsXP） 　・iGoogle 　・Blog parts 　・Yahoo! Widget Blog

  18. Buzz MarketingEstimated Reach • Background data for estimation • Estimate Number of Download: 5,000 download* • Percentage of blog as a gadget platform: 20 ~ 30 %* • Average blog page view: 10 page view / day* • Period: 5 months *Estimate number of download, percentage of gadget platform, and average blog pave view are based on other company’s case • 1,500,000 impressions = 5,000 downloads x 20% x 10 page view/day x 30 days x 5 months • According to estimate, gadget will be displayed 1,500,000 times on browser during the campaign period. • 20 % increase of CTTC homepage visitors is expected by gadget execution

  19. Where the gadget is placed Buzz MarketingGadget Analysis System ■Effect Measurement Gadget Analysis finds out ... The number of clicks of RSS information The number of DL/UU ◇Analyze users’ trend from their blogs which place the gadget. Content of blogs delivers real voice of consumers. It is an opportunity to Know what consumers think about California. ・Total DL ・UU ・DL by day ・UU by day ◇see what information attracted users the best and analysis trend of users.

  20. III: Schedule &Budget Allocation

  21. Campaign Schedule • Yahoo! Avatar launches in 1st Wave • Chikyu no arukikata covers 2nd Wave. • Gadget operation lasts by the end of FY 2008 to increase buzz effect. • AB-ROAD campaign period is determined after participant partners are fixed.

  22. Budget Allocation (USD 1.00 = JPY 105.00)

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