NORDIC STATUS REPORT Visit California, June 2014 and Review fiscal year By Atlantic Link, Denmark

Transcription

1 NORDIC STATUS REPORT Visit California, June 2014 and Review fiscal year By Atlantic Link, Denmark

2 INDEX FISCAL YEAR IN REVIEW Market news... 2 Activties PR PR and communications activities. 4 Newsletters/Press releases... 4 Press coverage.. 5 Media interest.. 6 Press trips and individual journalist visits.. 6 PR events. 7 Social media update.. 7 SALES Fam trips.. 8 In-market sales activities & trade show... 9 Trade newsletter. 12 Airline overview 13 Upcoming activities,

3 FISCAL YEAR IN REVIEW By Karin Gert Nielsen, Managing Director/CEO MARKET NEWS As the fiscal year is coming to an end, it is time to look on this very eventful year for Visit California in Denmark, Sweden, Norway and Finland. Important industry news includes the success of SAS route between Copenhagen and San Francisco. From our day-to-day contact with media and travel trade representatives it is clear that San Francisco is a hot travel destination in our market right now. The new direct SAS route from Copenhagen to SFO has attracted a lot of attention and made San Francisco more accessible than ever to Scandinavian travelers. The route is so successful that SAS has increased capacity to daily flights from June-October. Between May and June Norwegian Air Shuttle opened seven new routes connecting Copenhagen, Stockholm and Oslo to Los Angeles as well as connecting Stockholm and Oslo to Oakland. We expect these routes to create even more awareness and interest in San Francisco and Northern California. Visitor number to the US keep increasing year over year, and 2013 saw 5.9% more Scandinavian and Finnish visitors than 2012 and the region is still the fourth largest market to the US, which is supported by USA having won this year s travel awards for Best Tourism Destination in Denmark, Sweden and Norway. We have also seen a steep increase of 39% in Scandinavian and Finnish visitors to California from 2008, when Visit California established its presence in the region, until The many direct flights have resulted in more but shorter stays in the state Length of stay Arrivals

4 ACTIVITIES Atlantic Link has been busy promoting Visit California in the region and we can tell the interest keeps increasing, which becomes evident every time we meet our media and trade contacts at events and travel shows, and in the feedback we get to our press releases and newsletters. Here is an overview of our activities in the fiscal year : Newsletters and press releases Over the course of the year, we have distributed monthly newsletters to our media contacts and trade contacts in the Nordic region, as well as monthly and quarterly newsletters regarding San Francisco Travel and Solvang CVB. Media interest We assisted 47 journalists with story developments, pitches, hi-res images, information about press trip opportunities, etc. FAMs We assisted 10 journalists on individual press trips as well as a group press trip in cooperation with Norwegian Air Shuttle. We have also organized 2 trade fam trips to San Francisco and assisted several travel agents on individual trips to California. Events and trade shows We organised, co-sponsored and participated in 5 press events. We met with 2600 travel agents, participated in 7 workshops, 32 travel shows and other events, including our Discover America USA Travel Show The USA Travel Show 2014 took place the largest event we have held and it was a great success with more than 250 participants, including over 50 media. A survey revealed that 98.2 % of participating media and travel agents had a Very good or Good overall impression of the USA Travel Show The California delegation along with The US Ambassador to Denmark, Mr. Rufus Gifford Other activities For much of the fiscal year we worked closely with Norwegian Air Shuttle regarding the opening of their new routes into California. 3

5 PR By/Anne Veith, Communications Consultant PR AND COMMUNICATION ACTIVITIES NEWSLETTERS / PRESS RELEASES Headline: Top 10 must-do s on the Highway 1 road trip Date: 13 June, 2014 Topics: New Visit California Road Trip brochure; Intro to top 10 attractions or places to visit along Highway 1 as well as side trips to Yosemite, Santa Barbara wine country and Palm Springs/Joshua Tree NP Direct link: 4

6 Other newsletters: Headline: San Francisco to host Super Bowl in 2016 Date: 20 June, 2014 Direct link: Headline: Solvang ready for the next Niels Brock students Date: 24 June, 2014 Direct link: PRESS COVERAGE Please refer to PReport for an elaborate overview As per request we switched from the media s reach to circulation on 1 January Our straight media value is based on current advertising rates. 5

7 MEDIA INTEREST Elisabeth Dalseg DinSide, Norway Aller Media, Denmark Anders Nielsen Motor, Denmark Yvette Solem Reiseliv.no, Norway Terje Myklebost Great Golf & Great Spa, Norway Information on food trucks and restaurants between Los Angeles- San Diego, SoCal must-sees, recommended hotels between Los Angeles-San Diego Information on wine tasting bike tours in Sonoma Additional information regarding our newsletter Interested in an individual pres trip this fall. Interested in an individual press trip to San Francisco/California in August PRESS TRIPS AND INDIVIDUAL JOURNALIST VISITS Completed group fams Norwegian Air Shuttle press fam, 9-14 June, 2014 Oakland, San Francisco, Sonoma County, Marin County 7 media from Sweden, Denmark and Finland focusing on the new Norwegian route to Oakland and how it is a gateway to true California experiences. This group did not include a VC representative but we organised the trip and hosted transportation and some overnights. Completed individual fams Søren Clauding, Rejseradio, Denmark, July-August Los Angeles, San Francisco, Solvang, Calistoga Upcoming group fams SAS press fam, August, 2014 San Francisco 6 media + VC representative. We are currently working on the itinerary Press fam, Q (pending) Santa Barbara, Santa Ynez Valley, Solvang Upcoming individual fams Terje Myklebost, Great Golf / Great Spa / Great Hotels, August (pending) San Francisco, Sausalito, Half Moon Bay, Big Sur, Pebble Beach, San Luis Obispo, Santa Ynez Valley, Solvang, Santa Barbara, Los Angeles Tom Okke, Børsen, 1-17 September (pending) Los Angeles, Santa Barbara, Ventura, San Francisco, Yvette Solem, Reiseliv.no, September/October (pending) San Francisco 6

8 PR EVENT San Francisco Travel visit in Copenhagen, 6-7 November 2014 San Francisco Travel delegation is going to visit Copenhagen 6-7 November We are currently planning the program in cooperation with San Francisco Travel and the American Embassy in Denmark. Possible activities to include a dinner with the American Ambassador, Rufus Gifford, and SAS CEO Rickard Gustafsson, and a VIP event for media/trade at the American Embassy. SOCIAL MEDIA UPDATE 7

9 SALES By Ulrik Sell, Sales Support and John Migliorini, Director of Sales FAM TRIPS We are continuing our preparations for the fam trips to LAX and Oakland with Norwegian Air Shuttle. Invitations have been created and key tour operators will be invited. October 6-10 OAK Trade NO October LAX Trade SE October LAX Trade DK 8

10 IN MARKET SALES ACTIVITIES & TRADE SHOW Discover America Finland, 5 June Visit California participated in the annual workshop held at the Hard Rock Café Helsinki. We had a great turnout with 82 travel trade and media attending the summer event. John Migliorini from Visit California (left) attended the workshop. Welcome by DA member, Atro Kansi (right) The sponsor group of Discover America Workshop 9

11 Global Planning Summit, London, UK, June Managing Director of Visit California in Scandinavia, Karin Gert Nielsen, attended the summit where Dream Big, market conditions, Brand USA and key opportunities were among the topics discussed. Independence Day, Copenhagen, 18 June Karin Gert Nielsen participated in the celebration of the 238 th Anniversary of the Independence Day at the U.S. Ambassador s Residence in Copenhagen. San Francisco Travel co-sponsored the event. Invitation to the celebration of the Independence Day 10

12 Gislev Rejser, Travel Show, Denmark, 20 June We attended the show at the headquarters of Gislev Rejser consumers attended the show. The California oriented wine importer FiniVin also participated at this show. Ulrik Sell, from Visit California, attended the workshop in Gislev USA TRAVEL SHOW, 2015 We have started preparations for next year s USA Travel Show. Invitations have been sent out and an eblast has been sent out to Visit California partners informing them about the show and sign-up fees. Survey results from last year show that 92 % of the participating travel agents expect to attend the USA Travel Show Follow up with tour operators We have been in contact with Swanson s Travel in Sweden, who requested brochures and maps from California. 11

13 TRADE NEWSLETTER Our June newsletter featuring the Do it yourself Amgen Tour of California and 39% more travellers to California stories was sent to more than 3,000 travel trade contacts Headline: Do it yourself Amgen Tour of California and 39% more travellers to California Date: 11 June, 2014 Receivers: 3,000 Languages: English & Danish Direct links:

14 AIRLINE OVERVIEW Direct routes from the Nordic Region to the US at a glance Frequency Aircraft Seats available per flight American Airlines Helsinki Chicago 7 weekly (in cooperation with Finnair) - Boeing June 11, 2014 August 18, United Stockholm - New York EWR 7 weekly Boeing Oslo - New York EWR 7 weekly Boeing Delta Air Lines Copenhagen - New York JFK Seasonal - 7 weekly Boeing Stockholm - New York JFK Seasonal - 7 weekly Boeing Keflavik - New York JFK Seasonal - 7 weekly Boeing Finnair Helsinki - New York JFK 7 weekly Airbus A Helsinki -Miami 2 weekly. From January 3, 2015, 3 weekly Airbus A (December 16, 2014 until March 21, 2015) 269 Icelandair Keflavik - New York JFK 2 Daily Boeing Keflavik - Newark 4 weekly Boeing Keflavik - Boston 2 Daily & 4 weekly Boeing Keflavik - Minneapolis 7 weekly Boeing Keflavik Seattle 7 weekly Boeing Keflavik - Washington Dulles 3 weekly / 7 weekly from January 2015 Boeing Keflavik Denver 6 weekly Boeing Keflavik - Anchorage 2 weekly Boeing SAS Copenhagen - New York EWR 11 weekly Airbus A Copenhagen SFO 6 weekly. From 10 June: 7 weekly Airbus A Copenhagen - Chicago 7 weekly Airbus A Copenhagen - Washington 7 weekly Airbus A Stockholm - New York EWR 7 weekly Airbus A Stockholm - Chicago 7 weekly Airbus A Oslo - New York EWR 7 weekly Airbus A Stavanger-Houston 6 weekly. From 20 August, 2014 Airbus A

15 Norwegian Oslo - New York JFK 3 weekly 787 Dreamliner 291 Stockholm - New York JFK 3 weekly 787 Dreamliner 291 Copenhagen - New York, 4 x weekly summer 2014 (start April 787 Dreamliner JFK 30th) weekly from the 3rd of May to the 787 Dreamliner Bergen - New York, JFK 27th of September, Stockholm - Fort Lauderdale 2 weekly 787 Dreamliner 291 Copenhagen - Fort Lauderdale 3 weekly summer 2014 (March 2014) 787 Dreamliner 291 Oslo - Fort Lauderdale 2 weekly 787 Dreamliner 291 Oslo - Los 1 weekly start June 1st end 787 Dreamliner Angeles season, October 19th weekly started March 1st/ from May Copenhagen - Los 1st 3 x weekly / 2 weekly from November 787 Dreamliner Angeles 1st weekly started March 2nd 2014, Stockholm - Los from April 30th, 3 x weekly - end of 787 Dreamliner Angeles season, October 24th Stockholm- Oakland, San 787 Dreamliner Francisco 2 weekly start May 3rd Oslo - Oakland, San 3 weekly start May 28th end of 787 Dreamliner Francisco season, October 24th Oslo Dreamliner Orlando 2 weekly start May 29th

16 UPCOMING ACTIVITIES, Travel agent, media workshop Trade Aarhus, Denmark 14 August 300 travel agents and media. Workshop and presentation. US/KGN attending PATA Workshop, marketing event Helsinki, Finland 21 August 100+ travel agents and media JM/KGN attending Discover America Sweden Trade/media Malmoe, Sweden 25 September Evening workshop for 100 travel trade professionals and media. US attending. Danish Travel Awards Trade/Media Billund, Denmark 8 October 500 travel executives By invitation only Discover America Sweden Trade/Media Gothenburg, Sweden 16 October Evening workshop for travel trade professionals JM attending Øksnehallen Consumer show Copenhagen, Denmark October Luxury consumer show. 15,000 visitors. PATA Longhaul Trade/Media Billund/Copenhagen, Denmark October 400 travel agents, Tour operators and media, two-day workshop and presentation World Travel Market Trade/Media London, England 2-3 November KGN & JM attending Discover America Sweden Trade/Media Gothenburg, Sweden 20 November Gislev Travel Show Consumer Denmark 21 November 500+ consumers to visit the headquarter of Gislev Rejser Discover America Sweden Thanksgiving lunch/trade Stockholm, Sweden 27 November Discover America meeting followed by thanksgiving luncheon Grand Travel Awards, Norway Trade/Media Oslo, Norway 8 January KGN / JM attending ReiselivsMessen Trade & consumer show Fornebue Oslo, Norway 9-11 January Travel show, 30,000 visitors Discover America Sweden Trade/media Stockholm, Sweden 13 January Evening workshop for 100 travel trade professionals and media. Workshop table top 15

17 Discover America Finland Trade/media Helsinki, Finland 14 January Evening workshop for travel trade professionals. Matka Trade & consumer show Helsinki, Finland January Travel show, 80,000 visitors Mid-Atlantic Trade show Reykjavik, Iceland 5 8 February B2b travel show Discover America Finland Trade/media Helsinki, Finland TBC The Danish Travel Show Trade & consumer show Herning, Denmark February Travel show, 63,000 visitors Swansons Long Haul day Consumer/Media Osby, Sweden 28 February consumers visit Fort Swanson FDM Travel Consumer Lyngby Denmark 1 March consumers to visit the head quarter of FDM Discover America Denmark Workshop Copenhagen, Denmark 2 March 300+ travel agents/media from Denmark, Norway and Sweden ITB Trade & consumer show Berlin, Germany 3-9 March Go West - wine Consumer event Stockholm, Sweden 13 March Workshop and tasting. California, Oregon, Washington State 16