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CA Travel & Tourism Commission

CA Travel & Tourism Commission. Co-op Strategy and Restructure May 19, 2008. Co-op Strategy & Restructure. History Heavy reliance on contractors to create, promote and implement programs due to limited CTTC funding Programs tended to operate in a silo

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CA Travel & Tourism Commission

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  1. CA Travel & Tourism Commission Co-op Strategy and Restructure May 19, 2008

  2. Co-op Strategy & Restructure • History • Heavy reliance on contractors to create, promote and implement programs due to limited CTTC funding • Programs tended to operate in a silo • Programs could be more effective if in line with CA brand strategies • Research • Surveys: Fun Spots/Treasure Hunt, DMO, CMG and Wine & Food • Anecdotal feedback from Rurals, CWC’s, Marketing Reps and Sunset • Environmental shifts • Budgetary factors • Increase in funding • Increased opportunity due to funding

  3. Co-op Hierarchy

  4. Strategic Alliance Criteria

  5. Mktg Partnerships - Criteria

  6. Co-op Restructure Process • Exploratory • Screening • Does it meet all criteria? • Does CTTC have appropriate resources to implement (time/staff/budget)? • Vetting – Marketing Committee level • Approval – Commission level • Implementation • Evaluation

  7. APPENDIX

  8. Strategic Alliance Example Southwest Airlines

  9. Strategic Alliance Example: Southwest Airlines

  10. Southwest Airlines • Program Objectives • Promote California as a dynamic travel destination • Extend the reach of California’s brand advertising • Stimulate incremental travel to California using Southwest Airlines • Program Metrics • Spot aired in Chicago, Dallas, San Antonio, Houston, Denver and Phoenix promoting discounted fares • In Mar, passengers increased by 50K (up 11.1% YOY) • The biggest gains were seen in OAK & SJO where traffic increased 10.1% and 11.9% respectively • Campaign helped to launch a new city (SFO) and new non-stop city pairs from Denver to CA

  11. Southwest Airlines • Program Components • TV • :20 California + :10 Southwest Airlines tag

  12. Strategic Alliances:Potential Non-endemic Targets • Apple • The Apple brand is about imagination, design and innovation, and like California is an archetypal emotional brand • Levi’s • The Levi’s brand embodies freedom and individuality; young at heart, strong and adaptable they are a symbol of independence, social change and fun, qualities right in line with the California brand

  13. Marketing Partnership Example CMG – Inside Scoop

  14. Inside Scoop (CMG)

  15. Inside Scoop (CMG) • Program Objectives • Target: upscale consumer travelers in the Western US • Content reflects California’s abundance • Written from an insiders perspective • Vacation ideas designed to inspire travelers familiar with CA • Program Metrics • Total Partners: 40 (vs. 23 in 2006) • Total pages: 24 (vs. 16 in 2006) • Results from American Express mailer due Sept ’08 • CMG Online survey results • Positive overall; interest in continuation of the program • Online mentioned as more efficient, measureable

  16. Inside Scoop (CMG) • Program Components • Print (total circ: 850,000) • National Geographic Traveler • Travel & Leisure • Food & Wine • Direct Mail (dist: 50,000) • American Express • Online • visitcalifornia.com • sogonow.com

  17. Marketing Partnerships: Potential Programming • Expansion opportunities • Extend current programs • Additional insertions/events for shoulder or off-peak seasons • Opportunities in niche markets • Families, ethnic, gay travel • International • Integrated opportunities within current offerings • Example: Japan Trade Mission

  18. For More Information: Antonette Eckert Advertising & Co-op Marketing Manager 916.319.5405 aeckert@visitcalifornia.com Tammy Haughey Mering Carson 750.754.0800 x2 thaughey@meringcarson.com

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