CDFA Ag Marketing - Visit California Industry

CAROLINE BETETA
President & CEO
Visit California
Secretary of the Office of Tourism
Governor’s Office of Business
& Economic Development
Board Chair
Brand USA
INVESTMENT &
ECONOMIC IMPACT
$35.0
$30.0
$25.0
Billions
$17.2 million
investment
2009-2013
Visitor Spending on Food & Beverage
in California
$24.5
$25.8
$27.2
$28.5
$31.0
$20.0
$15.0
$10.0
$5.0
$0.0
2009
2010
2011
2012p
2013p
GLOBAL ADVERTISING
EFFECTIVENESS
2012 Brand Advertising in
U.S., Canada, U.K. & Australia
Aware Households:
Media Costs:
Incremental Trips:
Incremental Spend:
ROI:
Tax ROI:
Source: SMARI
50 million
$19.9 million
4 million
$7.1 billion
$358 to $1
$25 to $1
Visitors spend more than
$106
billion
annually in California
$106.4 billion
917,000
In travel-related consumer spending
(2012)
Tourism-related jobs in California
$6.6 billion
State and local taxes
Sources: Tourism Economics, Dean Runyan Associates
$292 million
every day
$12.1 million
every hour
direct spending by
travelers in California
$202,000
every minute
(2012 averaged)
2012 CALIFORNIA
TOURISM TRENDS
Lodging
•  Occupancy
•  Average Daily Rate
•  Revenue Per Available Room
CA Airport Traffic
•  Domestic
•  International
Overseas Arrivals
•  California as First Intended Address
Welcome Center Traffic
Leisure & Hospitality Employment
CA
+3.7%
+5.8%
+9.7%
U.S.
+2.9%
+4.3%
+7.3%
+3.9%
+4.6%
+6.7%
+3.6%
+3.7%
+8.6%
+2.3%
Sources: STR, U.S. Department of Commerce, Individual California Airports, California CWCs,
California EDD, U.S. Bureau of Labor Statistics
VISIT CALIFORNIA
LEADERSHIP
Michael E. Rossi
Senior Advisor
to the Governor
Chair
Kathy Turner
Enterprise Holdings
Vice Chair of
Operations
Jeff Senior
Fairmont Raffles Hotels
International
Vice Chair of Marketing
Rusty Gregory
Mammoth Mountain
Ski Area
Chief Fiscal Officer
CALIFORNIA’S
TOURISM INVESTMENT
TRANSPORTATION SERVICES – 1%
RESTAURANTS & RETAIL – 5%
ATTRACTIONS & RECREATION – 1%
ACCOMMODATIONS – 16%
77%
PASSENGER CAR
RENTAL
Visit California
countries
markets in 13
which account for
87
%of all
international
visitors to the state
EVERY
1%
INCREASE
Sources: U.S. Department of Commerce; CIC Research;
Bureau of Economic Analysis; Tourism Economics
in travel to California
from these markets
yields:
+127,000
new visitors
+$129 million
in spending
+1,200
new jobs
STRATEGIC MARKETING
CORE OBJECTIVES
OBJECTIVE 1:
OBJECTIVE 2:
Platform
Brand
OBJECTIVE 3:
OBJECTIVE 4:
Engagement
International
BRAND MODEL
NATIONAL BRAND
TV COMMERCIALS
SECONDARY
OFFLINE MEDIA
DIGITAL
MEDIA
CONSUMER BRAND
ADVERTISING
“Misconceptions” – Umbrella Brand
“Out There” – Outdoor Recreation
“Good Life” – Wine & Food
“Friends In High Places” - Snow
“Kids At Play – Family
“KIDS AT PLAY”
EVOLVED
BRAND MODEL
MASS REACH
BRAND
EXPERIENCE PILLARS
DIGITAL
TOUCHPOINTS
CO-OPPORTUNITIES
& PARTNERSHIPS
BRAND
EXPANSION/
SEGMENT
TARGETING
2008
Launch of the wine and food initiative and
“Land of Wine & Food” campaign
2009
Launch of the first True Californians print campaign,
featuring Charles Phan and Andrew Firestone Character Fantasy
2010
Second True Californians print campaign featuring Roy Choi;
Filming of Dreamland Documentary featuring Susan Feniger
2011
“Entertainment Tonight” Wolfgang Puck segment
2012
Introduction of celebrity spokesperson videos
(Jacky Bracamontes, Rob Lowe)
FOOD
& WINE
TIMELINE
“THE GOOD LIFE”
20
ENTERTAINMENT TONIGHT
PARTNERSHIP
Multi-platform
integration
program included:
•  Premier sponsorship of the
ET Emmy after-party
•  10 content integrations on
ET featuring California
destinations via celebrities
who have a connection to
them
•  Online extensions with
ETOnline.com &
TheInsider.com
ET CONTENT INTEGRATION
Guy Fieri
ET CONTENT INTEGRATION
Wolfgang Puck
PRINT CAMPAIGNS
CELEBRITY CHEFS IN VISIT
CALIFORNIA’S CAMPAIGNS
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Roy Choi
Adrien Nieto
Wolfgang Puck
Michael Chiarello
Giada De Laurentiis
Susan Feniger
Fabio Viviani
Guy Fieri
Charles Pham
Ben Ford
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Brian Malarkey
Tanya Holland
Greg Wangard
Cindy Pawlcyn
Chris Kobayashi
Nyesha Arrington
Akasha Richmond
Michael McCarty
Duskie Estes
Mark Peel
VISITCALIFORNIA.COM
•  Target high-value culinary
travelers during off-peak
season
•  Statewide communications
platform for 30+
destinations representing
nine tourism regions
•  January 2014 is fourth year
•  75 million impressions
in 2013
visitcalifornia.com/restaurantmonth
VISITOR’S GUIDE
California
INSIDE
32 Road trips
Food & wine
Inside scoops
Free maps
FROM THE
E D I T O R S AT
A
VACATION GUIDE 201 3
BIG-CITY SIZZLE
CALIFORNIA’S
G lden
Girl
OLYMPIAN
KERRI WALSHJENNINGS
• San Diego
• San Francisco
• Los Angeles
SPOTLIGHT ON
YOSEMITE
PALM
SPRINGS
CATALINA
ISLAND
LAKE
TAHOE
p. 12
500+
TRAVEL IDEAS
• family fun
• hot chefs
• wine country
visitcalifornia.com
SOCIAL MEDIA CHANNELS
EARNED
FOODIE FAMS
2008
Launch of the wine and food initiative and
“Land of Wine & Food” campaign
2009
Launch of the first True Californians print campaign,
featuring Charles Phan and Andrew Firestone Character Fantasy
2010
Second True Californians print campaign featuring Roy Choi;
Filming of Dreamland Documentary featuring Susan Feniger
2011
“Entertainment Tonight” Wolfgang Puck segment
2012
Introduction of celebrity spokesperson videos
(Jacky Bracamontes, Rob Lowe)
FOOD
& WINE
RECAP
WORKING TOGETHER
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