FRANCE REPORT JUNE 2013

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1 FRANCE REPORT JUNE

2 TABLE OF CONTENT Market news 3 Economic situation in June in France (www.insee.fr) 3 French Tourism Market News 3 Competitors Destinations 6 Airlines 7 TRAVEL TRADE AND GENERAL MANAGEMENT 9 Fam Trips (Past) 9 Workshops and Trainings 24 EURO-DOLLAR EXCHANGE RATE 24 COMMUNICATION & PR 25 June Actions 25 Summary of articles 29 COMMUNICATION AND MEASUREMENTS JUNE TOTAL ACTIVITIES SUMMARY JUNE 30 TECHNOLOGY SUMMARY 32 Fulfilment Requests 32 TO COME IN, AUGUST, SEPTEMBER 44 Appendix 1: Visit California and Birchbox operation 44 2

3 Market news Key figures (www.insee.fr) Population: on January 1, 2013 Economic growth: -0.2% at 1st quarter 2013 Inflation: +0.8% on May 2013 Unemployment: 10.8% at 1st quarter 2013 Private consumption: +0.5% on May 2013 Industrial production: +2.6% on April 2013 Business climate: 86 on June 2013 (ave 100) Economic situation in June in France (www.insee.fr) General economic situation in France: perception of the past decreasing In June, households opinion about the general economic situation in France went down. The corresponding balance kept decreasing, as it had been doing since January ( 2 points with respect to May), and reached a new historically lowest level.then, their opinion about past general economic situation also decreased again by 2 points, thus reaching its lowest historical value of October Future unemployment: expectations still increasing In June, households were more numerous to forecast an increase in unemployment. The corresponding balance gaining 2 points with respect to May by reaching its highest level since June Inflation s appreciation: decreasing again Compared to April, households were more numerous to estimate that past inflation will decreased. The balance lost 3 points, that is to say 24 points with respect to September However, they were more numerous to consider an increase on future inflation (+6 points). In June, households were more numerous than in May to estimate that past inflation increased. The balance increased by 5 points, after a continuous decline since September But, households opinion about future inflation remained above its long-term average. French Tourism Market News Growth for the long haul destinations United States recorded a 11% increase in passenger numbers and 13% by volume of business in May 2013 compared to May (La Quotidienne) 3

4 World tourism growth WTO announced that tourism is still growing with an increase in terms of revenue by 4% compared to Regarding the Americas, we can note a 7% increase. (Le Quotidien du Tourisme) Airports Entry procedures to the USA As there is an increasing number of tourists in the United States, the country requires to review and simplify its entry procedures. Since April 30, passengers no longer have to fill out the form I-94 when they are holders of a visa or I-94 W when they benefit from the visa waiver program. (Tour Hebdo) Aéroport de Paris arrivals Around 17 million passengers are expected between 1 July and 31 August in Aéroport de Paris (Paris Airports) for the summer vacation. Aéroports de Paris (ADP) unveils new services such as exhibitions or hairdressing salons. (Air Journal) IPW-Pow Wow in Las vegas, June 8 th to 12 th : Successful fair Most participants of the International Pow Wow (IPW) 2013 arrived in Las Vegas in Saturday, June 8 th. They were able to enjoy a very festive weekend between trips to Las Vegas and surrounding areas, and representations. The trade industry was impressive 1100 U.S. exhibitors 5500 trade visitors 500 international journalists. While the French delegation remains year after year consists of forty people (TO, agencies, receptive...), some are increasing rapidly, such as Brazil and China, which are the new source markets for the destination United States. They are expected to generate $ 3.5 million in contracts. French delegation 25 operators 11 agencies for its MICE 2013 edition in Las Vegas. The host cities for future editions of American tourism fair Chicago in April 2014 Orlando in 2015 Miami in

5 Washington in 2017 Denver in 2018 Anaheim in 2019 Las Vegas in With a near-record number of participants to 6,000 - and 90,000 appointments announced, the 2013 edition is expected to result in additional tourism benefits of approximately $ 3.5 billion for the United States. (Le Quotidien du Tourisme) Top 10 incoming markets in 2012 to the USA French are less numerous (-3%), in 2012, but their spendings increased by 7%. Fance now ranks 8th among international visitors, with 1.46 million admissions in : Canada 2: Mexico 3: UK 4: Japan 5: Germany 6: Brazil 7: China 8: France 9: South Korea 10: Australia (US Department of Commercre US Embassy) May barometer Almost stable in number of passengers but down 5% in sales volume compared to May 2012 Long-haul destinations: Down by 7% in passenger numbers and 12% in sales volume. Departures to the main long-haul destinations are mainly on the downside, except this time the United States, which recorded a 11% increase in passenger numbers and 13% by volume of business. (La Quotidienne) Tourist profile French are going on the Internet to do their research as well as their reservations More than three-quarters (76%) of European travelers now book their holidays online. (Le Quotidien du Tourisme, British Airways study from 2000 European travelers) The United States success in France Tour operators such as Back Roads, Jet Set or Kuoni revealed that the West USA was their best seller. The top 3: Los Angeles San Francisco Las Vegas and the parks (Le Quotidien du Tourisme) 5

6 San Francisco The Hotel Price Index (a survey of hotel prices in major destinations across the world based on bookings made on Hotels.com), produced by Hotels.com shows the evolution of prices paid by travelers in cities around the world in 2012 compared to Tourists have paid more in 2011 in the United States and in major Asian cities. The palm upward returns to San Francisco, which jumped 20% to 183$, the second highest increase in the HPI ranking. Competitors Destinations New York: French favorite destination tourists (+4% compared to 2011) 3 rd clientele behind English (1 million) and Bresilian ( ). French market controlled by leisure travels (85%) with a spending journey of 8 nights and spending also increasing by per pax without including the flights. (Tour Hebdo) Mexico: Caravana Mexico 2013 The roadshow organized by the Tourism Board of Mexico hosted 400 guests during his tour in Belgium and France from May 27 to 30. Twenty-nine Tourism Board of Mexico partners (Airlines, hotels, tour operators, receptive and regional tourist offices) came to discover the destination advantages. (Le Quotidien du Tourisme) Expectations: Thailand: Mice focus Welcome 940,000 business client in 2013 by having 2.16 billion euros in revenue. Improve its MICE activity. New strategy on the destination presentation such as increasing the number of employees in the fields of public relations and marketing Promote the MICE activity on international fairs 2012 figures: 895,224 people visited the country for professional reasons 1.94 billion euros generated in revenues. (Déplacements Pros) Malaysia: still growing Tourism in Malaysia 25 million is the total number of tourists in 2012 Tourism receipts totaled $ 20.2 billion, that represents an increase of 4% compared to million dollars from tourists who visited the country during major sporting events, art, societal and entertainment. (La Quotidienne) 1 st quarter of ,322 French visitors, up 10.8% compared to the same period in France has climbed to 15 th rank in the tourist crowd (Tourmag) 6

7 2014 will be the Year of Tourism in Malaysia. On this occasion, the country is ready to receive more than 28 million tourists pours attend nearly 200 events and in all areas. (Le Quotidien du Tourisme) Japan: Government agreement François Hollande signed an agreement with Japan representatives of Trump France, Japan Tourism Agency (JTA) and Japan National Tourist Office (JNTO) to joint tourism partnership between France and Japan. Valid for two years, it aims to promote the development of tourism between the two countries and allow the discovery of the richness of these two tourist destinations.(le Quotidien du Tourisme La Quotidienne) Dubaï The airport of the Californian metropolis host the A380 airplane from the airline company Emirates daily from December 2, 2013, in place of the usual Boeing ER. Emirates Airlines has no direct competition on this route, remaining the only one company in the Persian Gulf to serve LAX. (Air Journal) Dubaï tourist office expectactions: Double its number of foreign tourists in 2020 by increase the hotel park capacity Openings of Oberoi (June 15), the Sofitel The Palm in July, or the Anantara Dubai in September. Develop a "local cultural tourism and the organization of international sporting events." (Le Quotidien du Tourisme) Airlines Air France Traffic growth - An increase of 4.7% in May due to a base effect (reduction in capacity last year) (Le quotidien du Tourisme) Aircraft order - During the Salon de l aéronautique et de l espace that happen in Paris, Air France bought 25 A350 for the long-haul destinations to replace the old ones. (Tourmag Déplacements Pros) Air France services - The Best & beyond program introduced on June 25 th aims to focus on the clients needs and on an improvement on the services on board for the long haul flights. (Déplacements Pros) XL Airways: Paris - Miami XL Airways France opens a new seasonal direct link between Paris and Miami, its fourth destination in the United States after New York, San Francisco and Las Vegas. From June 28th to August 31st, 2013, XL Airways operates three weekly flights between Paris - Charles de Gaulle Airport and Miami International Airport, operated by Airbus A which can accommodate 21 passengers in Galaxie and 343 in Economy Class. In direct competition with Air France and American Airlines on this route, XL Airways proposes flights from $650. (Air Journal) 7

8 United Airlines A purchase of 10 A with a total value of $ 3.3 billion Plans to deploy its aircraft seating 350 passengers in three-class configuration on its higher density lines with non-stop flights of which the United States and the Asia-Pacific region. (Déplacements Pros Air Journal) Delta Airlines - First airline in terms of safety. (Déplacements Pros) American Airlines AMR Corporation, house of American Airlines Inc., announced its consolidated results for the subsidiaries in May 2013 American Airlines, Inc. and AMR Eagle Holding Corporation. Consolidated traffic is up 0.8% compared to the same period last year, with consolidated slight increase of 0.3% capacity. The company recorded total consolidated load factor 84.0%, up 0.4 percentage points compared to May International traffic increased by 5.2% with capacity up 4.5%. The average load factor abroad, meanwhile, stood at 82.6%, an increase of 0.6 points compared to the same period last year. (Tourmag) Aer Lingus According to the Irish Central website, Aer Lingus would take back its flights to San Francisco from departure to Ireland. Aer Lingus wants to find a stronghold in the Irish aviation market. San Francisco is a sign of a revival expected by the market. (Déplacements Pros) Tour Operators and Travel Agencies Directours: Upscale positioning Since the repurchase of Directours by NG Travel, the tour operator has known a move uprange because in four years, in average, people purchases for $6390 instead of $5080. Directours targets people with revenue superior to $ per year, eather 1% of the population. But this positionning is beneficial for the tour operator because its revenue icrease by 8%. (Le Quotidien du Tourisme) La Française des circuits: New brochure Indispensable For the second year, La Française des Circuits (French Tour Operator) publishes his brochure called "Indispensable" distributed in travel agencies. For 2014, 34 tours are available. Each program has a couple of dates starting at the same rate, from January to December (Le Quotidien du Tourisme) 8

9 TRAVEL TRADE AND GENERAL MANAGEMENT OTP Visit california Registrations - Total Registered: Registered (with no activity): 1412 (58 %) Users active (started at least one course): 360 (14%) Users completed (all courses): 660 (27%) Users that have 100% of good answers: 245 From June 1st to June 30th: 9 registrations EVOLUTION OF THE E-LEARNING WEBSITE S VISITORS 84 visits on the website, prbably because e have not promoted OTP Fam Trips (Past) South California: With Air Tahiti Nui from Janurary 26th to February 02nd. On june 21st, Visit California invited the Fam participants to a diner at the restaurant De part et d'autre. Attendees included: Mrs. Florence TROUILLARD (Public Relations & Special projects for Jetset & Equinoxiales), Mrs. Mireille TRONET (Travel Agency Manager of Thomas Cook SAS), Mrs Aurore SIRJEAN (Regional Sales Manager France for Alamo), Mr.Stéphane VAN GYSEL (Sales Director France & Belgium for Air Tahiti Nui), Mrs. Murielle NOUCHY (Managing Director Visit California France) & Mrs Sihame HADDANE (Account Executive Visit California France) 9

10 North Coast & Shasta Lake: With Air France from May 19th- 26 th, 2013 Final list of participants (7 in total) Mrs. Delphine BERTEUIL - BACK ROADS Mr. Christophe JULIEN - JET SET VOYAGES Mme.Claude Mazet - KUONI Mrs. Amandine RUIZ - LA MAISON DES ETATS-UNIS Mrs. Sophie KARAM - PLANETVEO Mr. Denis POLLET - USHUAIA VOYAGE Mrs. Sihame HADDANE - VISIT CALIFORNIA Itinerary: Sonoma, Mendocino, Eureka, Crescent City, Del Norte County, Shasta, Shasta Lake, Sacramento. On SP: eraries%20(final%20for%20imis)/travel%20trade/ /france%20and%20belgium/fam%20trip%20north%20california%20and%20shas ta%20-%2018th%20to%2026th%20may.pdf Car rental Alamo offered 1 complimentary car for the trip. We rent a 2 nd vehicule apart. Airlines Air France already edited all the airline tickets. Benziger Winery Wine tasting Shasta Lake Crescent City Individual Sihame s Road Trip Itinerary: Modesto, Fresno, Bakersfield, Death Valley, Mojave, Needles, San Francisco. Modesto Pirate Cove Resort Pirate Cove Resort 10

11 High Sierra: With Air France from June 1st-7th (Post Pow Wow) Final list of participants (15 in total) Mrs. Jennifer AUBRY- BACK ROADS Mrs. Nelly GAULIER - DIRECTOURS Mrs. Karine GUILLEMOT - EURAM Mrs. Vanessa LAÎNÉ - JET SET VOYAGES Mr. Geoffrey Duval - JET SET VOYAGES Mrs. Lise LE PENDEVEN - LA MAISON DES ÉTATS-UNIS Mr. Arnaud ROLLAND - SKI INFO (Journalist) Mr. Olivier THERY - USHUAIA VOYAGE Mr. Loïc CORNU - VOYAMAR Mr. Thierry MAILLET - LA FRANCAISE DES CIRCUITS Mr. Jacques TENDRON - TOURISMES.TV (Journalist) Mrs. Béatrice TRUONG VINH TONG - Hertz Mrs. Murielle NOUCHY - VISIT CALIFORNIA FRANCE Mrs. Sophie LEBOUCHER - VISIT CALIFORNIA FRANCE Mrs. Sihame HADDANE - VISIT CALIFORNIA FRANCE Itinerary: North Lake Tahoe/South, Sonora, Coulterville, Mariposa, Yosemite, Bodie, Mono Lake, Mammoth Lakes. On SP: eraries%20(final%20for%20imis)/travel%20trade/ /france%20and%20belgium/hsvc%20french%20tour%20operator%20fam% %20(2).pdf Esmerald Bay Lake Tahoe Columbia Big Trees State Park Yosemite 11

12 Car rental Hertz offered 3 complementary vehicules for the group. Airlines We received all the airline ticket from Air France Video campaign https://www.facebook.com/visitcalifornia.fr We agreed with tourismes.tv, that Jacques Tendron who attends the Fam will produce 2 videos of 3 minutes plus 6 times 20 to 30 seconds of shooting during the fam. These videos will be dislayed on: Tourismes.tv during 12 months On our Facebook page, twitter, Lindedin and on our blog. Travel Trade Press, Tourmag: campaign=2013_06_24_newsletter Testimonials (Other testimonials in french in appendixes 3) Karine Guillemot EURAM Dear Murielle, Sihame and Sophie, I am writing you in English, not because I feel comfortable with it but to avoid you to translate French to English for our hosts in California. So please, be indulgent about my language skills First of all, a big thank to you both for this great fam trip, the best I ever had so far. I just end with a big meeting all day long today, and can tell you that I drunk lot of coffee and coke to fight jet lag as I only slept 4 hours last night I still had in front of my eyes, the quietness of Lake Tahoe, the charm of Murphys, the surprising Sequioa at Calaveras Big Trees state Park, the amazing Columbia State Historic Park with this old men inside the saloon bearing his gun made me feel that I was inside a movie. I adored the Motor Gun House Hotel in Sonora and the incredible city of Coulterville. Yosemite was just majestic with breathtaking landscapes, That I won t forget. I loved Bodie and the guide was excellent! We already sell some hotels we could visit, and now that I saw them, I would be able to recommend it and help the agencies to make their choice for tailor made trip to California. I will also ask my Management in Belgium to build the same itinerary we could experiment during that fam to propose it to travel agencies in France, Belgium, Holland, Luxembourg and Poland as I really appreciated it. It shows another image of California much more authentic, with real people, corresponding to European people expectations, especially the French market. On the top of that, I believe that this fam was a true success because of people we met and welcome us so nicely, with such a kindness. So please thank them for me and you could reassure them of EurAm support to promote Sierra Nevada. But it was also a success because of the French group who was very united, friendly, easy going, full of humanity. A special thank to you Muriel and your team for the organization, the professionalism, the happy face all the time, in spite of jet lag. Once again it is a real pleasure to work with you. Lise Le Pendeven La Maison des Etats-Unis I was very pleased to meet you through this wonderful fam trip. Monday at work seems very sad compared to our adventures last week. 12

13 I LOVED everything! I have a lot of good memories of this week. Many thanks to Murielle, Sihame and Sophie for inviting me to this Fam trip. The organization was top! Co-op opportunities Nouvelles Frontières TUI France (Partnership Manager with Sandrine Hauzi) Key figures and result of the operation 326 travel agents validated the quiz ( 7 travel agents Nouvelles Frontières sold California trips & 13 travel agents Aventuria sold California trip) Average score of good answers : 85.82% % of good answers per questions What is the name of the panoramic route that follows the coast between Los Angeles and San Francisco? 99.08% Which free documentation can be sent to you by Visit California? 91.58% What are the 3 main Californian airports? 89.57% In which city the Reine des Missions is located? 78.83% What are the 2 UNESCOWorld Heritage National Parks of California? 71.47% Travel agent winner : Christelle Savean - Objectif Amériques - Sihame will go and train the all staff in the agencie with bringing the gift certificate. Prize: self-guided tour California Dream of Nouvelles Frontières s brochures: San Francisco, Sonoma, Lake Tahoe, Yosemite, Palm Springs, San Diego, Los Angeles, Santa Barbara, Monterey. BirchBox The operation started in May. Visit California will partnered with JolieBox (American brand name is Birchbox) for a price-draw that they re organizing from June to September to offer 1 trip to California for 2 girl friends. Birchbox offers to its consumers a unique and personalized way to discover, learn about, and shop the best beauty, grooming, and lifestyle products of the market. Within the re-branding of the company in France, that will now use the name Birchbox, they are implementing a global communication operation to create the buzz. This price-draw is a unique opportunity to showcase the different cities of California that perfectly fit with the theme of this girly trip! We ll offer 1 trip to California with 4 nights in Santa Barbara, 2 nights in Santa Monica, 3 nights in Palm Springs, and 1 night in Los Angeles. The hotel and activities will benefit from an important visibility on a dedicated microsite that we ll create including: Microsite The microsite will be relayed on all the media channels used during the operation by joliebox including: The box itself, the website joliebox.com ( unique 13

14 visitors/month), their newsletter, on their social medias (Facebook with fans, Twitter, Instagram etc.), the Jolie Mag (edited in copies/month). We have made the Facebook and magazine mock up. They will be broadcasting on June 4th, On the mag : Two Pages in the monthly magazine, read by girls On Birchbox Facebook Price Draw : Several Pictures and links referring to the contest participants 14

15 On Birchbox Facebook Fan Page : 1: girls reached for : girls reached for 1992 engaged users & 325 people talk about it. Engaged user & 90 people talk about it On Birchbox Twitter : Recurrent teasers and reminders of the contest for 5000 girls 15

16 Le Prix de Diane : On June 16th, during "Le Prix de Diane" a horse racing, more than Birchmag were distributed to people enjoying the race. There were also beaty workshop and photo booth. Next Actions : Promote the contest on Instagram Keep promoting on our social networks Send 2 Newsletters to our data base ( girls) One more double pages on our Mag o Augusty Bircbox.VisitCalifornia.fr Home page 16

17 Partners In detail See the Visit California and Birchbox operation on Appendix 1 17

18 Le Bon Marché Rive Gauche Le Bon Marché Partnership proposal Sophie Leboucher met Sophie Joly responsible for commercial events at Le Bon Marché Rive Gauche. These kind of events could completly match with the Visit California France target. Indeed, Le Bon Marché is a «Grand Magasin» in the middle of the city of Paris. In this upscale shop, various articles are sold: Fashion closes Accessories Food you can t find anywhere else And a lot of cultural articles Cosmetics products Jewels Shoes. The goal here, is to promote California through the various articles and also to create some very «happy few» events in the French capital. All the Bon Marché wants is products «made in California». To sell lit in France the products have to be created in the Golden State. The aim is to highlight the Californian creators, their expertise, the Californian fashion, the food made in California, and the cosmetics too. To achieve, the creators have to be distributed in France. This operation reveals how California is rich and diverse. To promote this event which will happen during several month, Le Bon Marché has a huge communication device. (please, see the example of Brasil below). They ve implemented this operation for the first time few month ago with the destination of Brasil. The next one will highlight an asian country (Japan or Korea) in September 2014) To realize this operation, the delay could be one year. For Brasil, they worked with the Chamber of Commerce, who helped to find creators, designers, artists. It is a guarantee of quality. They had 4 women from Brasil working with the French team of Le Bon Marché to helped them to meet directly the local country artists, designers, productors to learn a deep and true understanding of the country s culture They ve also worked with French and Brazilian journalists. 18

19 The communication device : The magazine of 60 pages (here the first page) Magazine. Here two pages into the All the pages are describing a product or an artist from the selected country. It s very well designed with beautiful pictures to promote products. Website: A dedicated website was created to promote the event, and the country: and some very selectives events were implemented. And artist from Brasil created the showcase during a live show. This operation costed about 2 millions euros for the country with an amazing promotion throughout France. Visit USA Committee New website online: Stat June Pages viewed: / Uniques visitors : 101,050 Los Angeles : 4001 / rd page the more consulted of the website Californie : 3747 / th position San Francisco : 2794 / th position E-learning : No stats this month as they changed their website, they have to find a new method for collecting the data. 1 mois / 1 desti : Same as for E-Learning 19

20 The general Assembly happened on june 26th, 2013: Murielle, Sihame and Sophie attended to the event. Banners on the VUSA website: To thank Visit California for sponsoring the VUSA cocktails at Pow Wow, they offered to published a banner during 2 months for free, august and september. The print screen will be in the July report. Picture Contest Pow Wow 2013 (June 8 12 th, 2013) Las Vegas Most participants of the International Pow Wow (IPW) 2013 arrived in Las Vegas in Saturday, June 8 th. They were able to enjoy a very festive weekend between trips to Las Vegas and surrounding areas, and representations. The trade industry was impressive: 1100 U.S. exhibitors 5500 trade visitors 500 international journalists. While the French delegation remains year after year consists of forty people (TO, agencies, receptive...), some are increasing rapidly, such as Brazil and China, which are the new source markets for the destination United States. They are expected to generate $ 3.5 million in contracts. (Le Quotidien du Tourisme Tour Hebdo) French delegation: 25 operators 11 agencies for its MICE 2013 edition in Las Vegas. The host cities for future editions of American tourism fair: Chicago in April 2014 Orlando in 2015 Miami in 2016 Washington in 2017 Denver in 2018 Anaheim in 2019 Las Vegas in

21 FRENCH DELEGATION POW WOW 2013 LIST OF BUYERS Company First Name Last Name Phone All Ways on Wheels Philippe Humbert Amerigo Nathalie Delame Americaveo/Planetveo Audret Chevret Amerique Travel Bertille Hocquet Back Roads Sophie Carvalho Ceetiz François Bellot Directours Nelly Gaulier DW&B Gekko Holding/Teldar Travel Jet Set Rodolphe Eberth Marie Rajfus - Casanova Olivier Delouis Carine Monteils Charles Julien Florence Trouillard La Case Départ Thierry Chape Le Cercle des Vacances Line Archambault m Maison des Etats-Unis David Chaumeil Partir Aux Amériques / Exclusive France Holidays Erez Bousso Partir Aux Amériques Barbara Livney Prometour François Bocchi Sensation du Monde Jean-Luc Durovray Thomas Cook Yohann Robert Compagnie des Etats-Unis David Leguide Compagnie Des Etats- Unis Nora Gherras Criv/Larivière Voyages Véronique Amsellem Voyages-endirect.com/Ushuaia Voyages Olivier Thery Voyageurs du Monde Liore Brami Zeitoun

22 LIST OF MICE AGENCIES Alterego Dominique Plaissetty Avance Organisation Events Christina Rey BAV Events Fabrice Noyelle B to B Events Melissa Wallet B to B Events Sylvain Marnion Vatea Benedicte Rivain VB Conseil Valine Boulnois CO EVENT Olivier Bresson Position American Embassy / FCS Visit USA Chairman Visit USA Representative Company U.S. Embassy, Commercia l Service Directours Promotion Manager First Name List of French Delegates - Non-buyers Last Name Phone Valérie Ferriere Senso Day Events Alain Tapin De Tempo Evenement Olivier Champsavin Travel I.C.E Karine Ret-Bocchi Michel- Yves Labbé Delphine Aubert Visit USA Representative Media Nancy Massé Journalist Le Quotidien du Tourisme Florence Brunel Journalist Tourismes. Fabrice Nidiau Cameraman TV Jacques Tendron / com Journalist Tour Hebdo Stéphane Jaladis Sales representative XL AIRWAYS Stéfanie Kammer er With a near-record number of participants to 6,000 - and 90,000 appointments announced, the 2013 edition is expected to result in additional tourism benefits of approximately $ 3.5 billion for the United States. (Le Quotidien du Tourisme) 22

23 Get Together Cocktail sponsored by Visit California Visit California sponsored the Get Together Cocktail organized by the Visit USA Committee during Pow Wow at the Tropicana Hotel. 131 attendees from the French travel trade industry participated (Please see the list in appendixe 2). Video of the cocktail: Top Resa September 24 th -27 th, 2013 This year again, Visit California will attend the trade fair as part of the Visit USA Pavilion to represent Visit California. Visit California s co-exhibitors This year, Santa Monica Convention & Visitors Bureau, San Francisco Travel and Los Angeles Tourism & Convention Board will attend the event as co-exhibitors. The participation of High Sierra still pending. Top Resa workshops Travel Agent Expert Visit California and Los Angeles will both give a training to travel agents. Each destinations will have a slot of 30 min to present the assets of the destination. PowerPoint presentation will be sent to Top Resa prior to the training. Post top resa meeting On June 14th, Sihame attented a meeting at the Crazy Horse in Paris, organized fotr the exhibitors. The aim was to present the new events and program of the Top resa Microsite A microsite will be created to encourage the travel agents to participate to the price-draw. It will include: Details of the event, questions of the quiz, details of the prize to win, informations about the partners pariticpating Quiz & Prize The quiz will include 1 question per partner participating and will be distributed on our stand during the fair to have more traffic on the Visit California stand. The price-draw will happen on the last day fo the fair. VUSA Cocktail sponsored by Visit California Visit California will sponsor this year again the Visit USA Committee cocktail with Sonoma wine (to be confirmed). Last year, 120 travel trade partners attending the cockatil. 23

24 Workshops and Trainings Cadence Voyages Visit California will participate to the Cadence workshop that will happen in Lyon on September 20th,2013 from 2.30pm to midnight. The event is dedicated to the Comités d entreprise Managers and associations specialized in group trips (250/280 professionnals are expected). EURO-DOLLAR EXCHANGE RATE 24

25 COMMUNICATION & PR June Actions Meetings On June 17th, Sophie went to a workshop/speed dating organised by AJT (Association of Tourism Journalists). This workshop/speed dating allowed her to meet in person several journalists with a huge interest into Tourism and so a possible interest toward destination such as California. The workshop/speed dating was a very great opportunity to speak about the destination and the possibilities for a journalist to go there and to write some very interesting and beautiful articles. The topic of the workshop/speed dating was lifestyle, which completely match with California. During this meeting, Sophie met : - Karine Filhoulaud, interested by Family Trips (RoadTrips 2013), and Group Toursim, writning for several magazine as Le Généraliste (target : doctors) - Marie-Noelle Delfosse, interesting by the destination as a globality. Writes for La Vie, Trek Magazine. Specialised in fair and environmental tourism - Danièle Grobsheiser, working for Le Chirurgien Dentiste (target dentists), Rustica. Interesting to have information about the golden state. - Frédéric Millet, VERY VERY interting about sports trip in California. He doesn't want to organize his trip himself so he is waiting for us to bring him into California with a FamTrip or a PressTrip. He wants some Sports and Physical activities (Bike, kayak, hiking...). Would like to cover AMGEN Tour. Available from NOVEMBER TO MARCH - Jean Beveraggi : writes for LaQuotidienne.fr and regional daily press as Dauphiné Libéré. Very interesting to accompany a FamTrip. 25

26 -Brice Charton : asked to keep receiving PR from Sophie. He works for Le Point, Ouest France, Voyages Plus, specialised in history Past Press Trips Generated articles to come MEDIA JOURNALISTS DATES OF TRAVEL DATE OF PUBLICATION CINE TELE REVUE Muriel Heymans 24th of June to July 9th, 2012 TOUR HEBDO Didier Forray July 03rd-13th, 2012 PETIT FUTE LAS VEGAS & LES GRANDS PARCS Philippe Henry November 11th to December 10th, 2012 march-13 PETIT FUTE LOS ANGELES & AREA Nadège HUMBERT march-13 Jean-Louis André & Jean- SAVEURS François Mallet December 1st-11th march-13 SUD OUEST MAGAZINE Olivier Bonnefon December 3rd - 12th, 2012 march-13 VOCABLE (Sonoma) Shelly Vocable march-13 FEMME ACTUELLE Françoise Nicol march-13 Eleonore Klar, Louis Canadas, I HEART Lucille Béziers, Loubna Zaid January 17th to March 07th, 2013 April 2013 GEO Pierre Sorgue February 24th to March 2nd,2013 may-13 MOTO REVUE Julien Amado March 19 th 29 th, 2013 may-13 NEWESTERN Marc BAINAUD, Marie- Catherine Dolhun Bainaud February 20th to March 2, 2013 june-13 HISTORIA Victor Battagion & Pauline Juppin October 10th-24th, 2012 July 2013 CITYGUIDE LOUIS VUITTON LOS ANGELES Sabine Savouret, Pierre Leonforte, Claude Deloffre 23 novembre 2012 au 20 février 2013 oct-13 LA PECHE ET LES POISSONS Pascal Bacoux May 5th 14th, 2013 march-14 ALTITUDE- XL Airways (Pas de voyage de presse) Sarah Sergent Le mag sort le 1er juillet (pour 4 mois à bord) July 1st TETU Laurence Ogiela June 29th to July 5th 2013 Spring 2014 GOLF MAGAZINE Roland Machenaud September 25th to October 10th 2013 January

27 Press-trips (Past) HISTORIA Victor Battagion - October 10th 24th, 2012 Following his press trip that happened last October, the article has been published in July and includes 18 pages on california. The article on the website Nouvel Observateur is not on line yet. He will send us the link as soon as the article published. We will send the article to the partners who supported the press trip this week. NEWESTERN Marc & Marie-Catherine Dolhun - February 20th March 2 nd The journalist came back from his press trip on March. It was a great success. We have sent a follow up to our partners. The article, with 30 pages dealing with California, has been published in June with an ad value of $ The Newestern magazine have a circulation. Testimonial of Marie-Catherine: Sihame thank you, this is a great mail. We were very delighted of your involvement in the preparation of our trip and the good welcoming of your partners. California is a beautiful state and we are pleased to give you our feedback. MOTO REVUE Julien Amado March 19 th -29 th,2013 In addition to the paper article written after the press trip, Moto Revue published the 2 nd and last video on their website: 1 st :http://www.motorevue.com/site/video-tourisme-deux-supersport-encalifornie html 2 nd : html LA PECHE ET LES POISSONS Pascal BACOUX May 5th 14th, 2013 The journalist returned from his press trip to California and Sihame had lunch with him to discuss about the trip and give him the most important elements to mention in its article. The article will be published in March Itinerary : Visiting Los Angeles / Mammoth Lake / Los Angeles. This article will introduce fishing enthusiasts, the high places of this sport (ocean / lakes and rivers) in California. 27

28 Press-trips (In progress or to come) GOLF MAGAZINE Roland MACHENAUD September 25th to October 10th, 2013 Air France accepted to partnered with us for the press trip by providing 2 airline tickets CDG-LAX and SFO-CDG. Hertz has been requested for the car rental, we still wait for their reply. Tentative itinerary is: Los Angeles, San Diego, Palm Springs, Santa Barbara, Central Coast, Sonoma, Napa Valley and San Francisco. Sihame is now working with the CVB s participating on the final itinerary. TETU MAGAZINE Luarence Ogiela - June 29th July 5th, pages about San Francisco and a travel special featuring the north coast due to be published in 2014 in their monthly magazine. Circuclation copies. CVB s offered 1 night in Mendocino and 1 night in Crescent City LE PETIT FUTE SAN FRANCISCO AND NORTHERN CALIFORNIA Daphné Delgrange - June 22nd to 24th, 2013 Petit Futé is the leading travel guides editor in France with 8 million of travel books sold each year. It is an upscale practical guide targeting individual as well as group of travelers. All our guides include cultural presentation of destinations and are color printed with pictures and maps. Petit Futé distributes these guides in France (bookshops, major retailers) but also in Belgium, Canada and Switzerland. All guides contents are also available on the internet (www.petitfute.com), on smartphones (more than 4,8 million downloads in 2011) and i-pad. The journalist is updating the section about "Lake Tahoe" on our upcoming edition of Petit Fute travel book about San Francisco and Northern California. The book and internet content will be released in September, We are waiting for the journalist come back to have a follow up. L EXPRESS David Bedart From September 15th, 2013 : SAN DIEGO He will write a 2 pages article about San Diego in a special (incl. one or two pictures) with a general storyline (culture & lifestyle) Publication: Nov. 6th, 2013 Circulation: ex We ll send the media for to San Diego and find an airline partner beginning of july. A.R MAGAZINE Grégory Rohart - September 28 to October 13 He ll write for two web magazine and 1 paper magazine I-Trekkings : video, slideshow and article 28

29 I-Voyages : 3/4 articles, sllideshow and video A/R : article Publication: spring 2014 Itinerary: 1 week in Yosemite National par, 7/8 days between San Francisco and Los Angele (1 day at SF ; 1 day at Los Angeles). Themes : gay neighborhood of San Francisco, Los Angeles: the mythical places TV shows (Beverly Hills, Californication, Melrose Place, Baywatch, The L Word, The Big Bang Theory...), portrait of EASYRIDERS, shamanism, surf and skate, the N1 (in the footsteps of Jack Kerouac, the film along the Higway). Summary of articles Generated Newestern: Californie, terre de tous les rêves A 30 pages article where the story of California is related passing by the first inhabitants and the use of the horses. Then, they have made a road trip going through San Diego, Los Angeles, Solvang, Los Alamos, San Robles, San Francisco and Pionnertown. They mentionate the places to visit. Tourmag: Californie : Visit California a invité 12 professionnels français à découvrir la destination The article deals with Visit California which invited 12 tour operators in a Fam Trip in California. They could enjoy San Francisco, High Sierra, Yosemite, Tuolomne and Calaveras. La Quotidienne: Visit California fait découvrir la High Sierra Californienne aux professionnels français The French tour operators could discover a diversity region, still unknown by them in order to sell this destination: High Sierra. They could then see its richness. Misceallaous The TV Show 100% mag: The receptive Cali fun featured it new Paparazzi Tour Please find the link of the June clippings: FY12-13/Reports%20and%20Newsletters/Press%20Clippings/June%202013/Clippings%20Jun e.pdf 29

30 nb.page s Surface COMMUNICATION AND MEASUREMENTS JUNE 2013 Valorisation of Monthly parutions California Parutions n Magazine Circulation 2013 JUNE 1,413 x 3 Unit Price AVE euros AVE dollars Exchange 1:$1.413 Ad Value Dollars ARTICLES GENERATED Quaterly Magazine Newestern Daily Webzine Tourmag Daily Webzine Tourmag Daily Webzine La Quotidienne SUB TOTAL NON GENERATED Quaterly Magazine Homme Deluxe Monthly Magazine Vélo Tout Terrain Weekly Magazine Le Figaro Magazine Quaterly Magazine Partir Pêcher Monthly Magazine Zepros Metiers Restauration Monthly Magazine Libération Supplement Next Daily Magazine Le Télégramme Weekly Magazine Le Quotidien du Tourisme Daily Webzine Yahoo SUB TOTAL TOTAL TOTAL ACTIVITIES SUMMARY JUNE TOTAL ACTIVITIES SUMMARY CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013 MONTH : JUNE COVERAGE CIRCULATION AVE AVE $ PR VALUE Generated 4 ARTICLES ,00 $78 157,00 $ ,00 Off line 1 PAGES ,00 $71 092,00 $ ,00 Radio Web Site 3 PAGES ,00 $7 065,00 $21 195,00 Non Generated 9 ARTICLES ,00 $ ,00 $ ,00 Off line 8 PAGES ,00 $ ,00 $ ,00 Web Site 1 PAGES ,00 $2 826,00 $8 478,00 TV Total

31 TOTAL ACTIVITY SUMMARY 2012/2013 TOTAL ACTIVITIES SUMMARY CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013 GRAND TOTAL FISCAL YEAR 2012/2013 COVERAGE CIRCULATION AVE AVE $ PR VALUE Generated 84 articles Off line 150 pages Radio 14 minutes Web Site Non Generated 182 articles Off line 402 pages Web Site 73 pages TV 125 minutes Total

32 TRAFFIC SOURCES THE BASICS TECHNOLOGY SUMMARY Fulfilment Requests In June 2013 we received 235 brochure requests in total. Within this number, 193 came from the website and 42 directly(phone, mail and ). Visitcalifornia.fr Only 44 vistors on monday 17th. It's complicated to explain, but the rest of the traffic is regular during June. JUNE 2013 Visitcalifornia.fr M-1 Y-1 MAY 2013 JUNE 2012 Year to Year Variation Rate Month to Month Variation Rate Visits ,19% -4,65% Pageviews ,42% -3,00% Pages/Visit 3,27 3,22 5,24-37,60% 1,55% Bounce rate 31,15% 35,46% 31,74% -1,86% -12,15% Avg. Time on site 00:03:59 00:03:58 00:04:12-5,16% 0,42% New Visits 77,38% 77,23% 78,11% -0,93% 0,19% Direct Traffic 23,30% 19,30% 8,40% 177,38% 20,73% Referring sites 15,30% 15,60% 26,59% -42,46% -1,92% Search engines 61,40% 65,10% 65,02% -5,57% -5,68% 32

33 TRAFFIC SOURCES THE BASICS Slightly less traffic than in May. The bounce rate is clearly decreasing in comparison with month before, which is a very good thing and shows that visitors are more and more qualified. We doubled the number of visitors compared to May 2012, vs 5574 (+99,19%). This phenomenon could be explained by several points : the Google Adwords campaign people begin are preparing their holydays trips we worked on Search Engine Optimization We can see a huge increase of traffic since January compared to the year before. We never achieved such a number of visitors even with a Google Adwords campaign. Blog.visitcalifornia.fr Traffic is irregular despite regular posts and relay via Facebook. JUNE 2013 blog.visitcalifornia.fr M-1 Y-1 Year to Year MAY 2013 June 2012 Variation Rate Month to Month Variation Rate Visits ,33% -2,72% Pageviews ,28% -10,47% Pages/Visit 1,72 1,87 1,94-11,34% -8,02% Bounce rate 65,87% 61,94% 61,48% 7,14% 6,34% Avg. Time on site 00:01:56 00:01:53 00:02:25-20,00% 2,65% New Visits 83,83% 82,72% 92,21% -9,09% 1,34% Direct Traffic 25,90% 25,40% 4,51% 474,28% 1,97% Referring sites 18,80% 26,20% 17,21% 9,24% -28,24% Search engines 55,10% 48,30% 78,28% -29,61% 14,08% 33

34 Slightly less traffic than in May here too. We can see that there were more visits that the year before and in the Month to Month, we can see that people read less pages and so the time passed on site is increasing. Thanks to the graph, we can see that we have reach the same level of visits than in The results are far better than in Google Adwords from 1st May to 31th ARPIL 2013 We have launched a campaign Google AdWords at the beginning of the year on GOOGLE ADWORDS. We have choosen to link this campaign directly to the page of our website. As we saw on the website statistics, here we find again a big lost of traffic on Mondy 17th, both are probably linked. 34

35 Key Words Maximal cost per clic authorized ( ) Numbers of Clics Number of views Variation Rate Clics vs Number of views Average Cost per clic ( ) Total Cost ( ) Average position on the page Etats Unis auto : 0, ,37% 0,43 86,48 3,2 Tourisme Californie auto : 0, ,82% 0,32 63,37 2,5 Visiter Californie auto : 0, ,14% 0,4 37,81 2,3 carte Californie auto : 0, ,32% 0,42 35,55 1,7 visite californie auto : 0, ,37% 0,38 24,83 3,1 Voyage Californie auto : 0, ,62% 0,48 13,78 4,8 Voyage San Francisco auto : 0, ,10% 0,48 13,48 6,5 Tourisme San Francisco auto : 0, ,22% 0,41 11,16 6,1 Vacances Californie auto : 0, ,42% 0,43 11,07 5,9 circuit Californie auto : 0, ,93% 0,46 7,28 6,8 voyage en californie auto : 0, ,96% 0,45 5,39 3 vacances etats unis auto : 0, ,74% 0,5 4,99 6,5 que faire en Californie auto : 0, ,05% 0,37 3,68 1,4 Yosemite auto : 0, ,35% 0,54 4,32 4,4 sejour en californie auto : 0, ,18% 0,52 4,16 5,4 Mammoth Lakes auto : 0, ,30% 0,49 2,47 2,6 Santa Barbara auto : 0, ,08% 0,43 2,16 3,2 Vacances San Francisco auto : 0, ,14% 0,41 2,04 4,8 Vacances Los Angeles auto : 0, ,24% 0,35 1,73 6,4 vacances usa auto : 0, ,14% 0,45 1,81 6,7 Lake Tahoe auto : 0, ,09% 0,37 1,48 2,1 Lac Tahoe auto : 0, ,43% 0,37 0,74 2,2 guides touristiques auto : 0, ,00% 0 0 5,2 Search Network ,54% 0,4 339,78 4,2 Display Network ,11% 0,3 108,02 2,8 Total ,24% 0,37 447,8 3,3 This month, the GoogleAdwords campaign provided us less visitors than in May (1203 vs 1343) During March we changed our daily AdWord budget from 12,00 to 15,00. The Total cost of the campaign for May 2013 is Technical vocab : Search Network : your result page when you enter some keywords in Google search bar Display Network : Google has got a lot of website's partners where your add can appear The 3 more hit key words generating clicks are: - Etats Unis" with 203 hits (vs 189 last month) 35

36 - "Tourisme Californie" with 196 hits (vs 203 last month) - "visiter Californie" with 95 hits (vs 101 last month) But the better ROI regarding the number of clicks versus the number of the ad has been view are: - que faire en Californie with 10 clicks for 198 views (5.05%) - visiter californie with 95 clicks for 2293 views (4.14%) - visite californie with 65 clicks for 2739 views (2.37%) 36

37 MAIN KEY WORDS GOOGLED For June 2013, we can see that the main keywords Googled leading to our website are (as in Mai) : - Californie / California - visitcalifornia.fr (which shows that our website is more and more known by the public) - Californie Tourisme 37

38 Variations table: Key Word January February March April May JUNE Variation Rate APRIL 2013 vs March 2013 (not set) ,36% californie + california ,52% visitcalifornia + visit california + + visitcalifornia.fr ,84% californie tourisme + tourisme california ,82% carte (de la) californie + californie carte / Guide ,94% que/quoi faire à los angeles ,56% à voir / que voir / à voir / à faire en californie ,56% plages californie / surf californie ,29% vivre en californie ,00% itinéraire californie ,75% visitcalifornia.com 13 vacances californie ,57% histoire de la californie voyager en californie 8 8 0,00% californie en famille / Enfants Californie ,33% office tourisme californie 8 golf californie californie activités touristiques 7 faille de san andreas visite 7 style californien formulaire esta en francais 6 neige californie novembre 6 parcs nationaux californie 6 Several new entries this month with : - office tourisme californie - californie activités touristiques - faille de san andreas visite - formulaire esta en francais - neige californie novembre - parcs nationaux californie 38

39 VISIT PROVIDERS Legend: GREEN : RED : BLACK : BLUE : Increasing in comparison of the month before Decreasing in comparison of the month before Not used last month Equal 39

40 Variation Table January 2013 February 2013 March 2013 April 2013 May 2013 JUNE 2013 Variation Rate AdWords ,89% Office-tourisme-usa.com ,25% Visitcalifornia.com ,69% TripAdvisor ,95% Routard ,42% bing ,72% authentikusa.com ,37% Wikipedia ,82% Google.fr ,95% yahoo ,05% Facebook ,00% idéesvoyages.visitcalifornia.fr ,93% Ask ,52% Babylon ,83% delta-search.com ,00% birchbox.makemereach.com 20 google.ca 20 lechotouristique.com ,83% Conduit ,86% kazeo.com ,69% sfr.fr ,00% blog.visitcalifornia.fr ,29% wikitravel.org ,89% visitcalifornia.de ,82% oopartir.com ,67% sunsetbld.com ,00% micefinder.com 7 lemoteur.ke.voila.fr ,00% search.sweetim.com ,00% magazine-voyage.com traveltrade.visitcalifornia.fr 5 Newsletters ,69% gocalifornie.com aol ,00% tuifrance.elmg.net 4 One more time, Google Adwords provided us the majority of our visitors. 40

41 Statistics SOCIAL MEDIA REPORTING Faceboo Twitte k r og Nbr of articles fans followers visits Facebook+Twitter+Blog January February March April May June July August September October November December January February March April May creation of a new page on the Blog June July August September October November December January February March April May JUNE Bl 41

42 Concerning the Social Medias, the numbers of fans and followers is regularly increasing since But here, once again, we can see the huge lost of traffic on the blog between august and September 2011, and we can also see that the average number of visitors of the blog is irregular from a month to another. But since January, the traffic on the blog is regularly increasing. Indeed, we regularly add contents on the blog, like new articles, and we promote it on Facebook and Twitter. On Facebook, people are more and more engaged. They more often answer to our posts by comment or like or sharing our content. 42

43 43

44 In June, we posted on Facebook via Youtube a video and a picture a day during our FamTrip in High Sierra between first and seven of June. These publications (purple bullets) generated a strong visibility (in blue) of the French page VisitCalfiornai.fr on Facebook, see the graphic below. At the higher, we touch 1829 different people. TO COME IN JULY, AUGUST, SEPTEMBER WORKSHOP CADENCE VOYAGE Dinner with High Sierra Fam IFTM TOP RESA PRESS TRIPS: TETU MAGAZINE, GOLF MAGAZINE, A/R MAGAZINE Sales calls Jetset, Criv Lariviere Meeting with Air France to renegociate the partnership contract Meeting with Air Tahiti Nui for the sales challenge with Tourmag 44

45 Appendix 1: Presentation of the Visit California and Birchbox operation What is the common denominator between Visit California, Air Tahiti Nui, Birchbox... and Four Seasons Hotel in Los Angeles? 45

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