Choose Chicago East Canada Lodging Co-op Spring Brand USA

Transcription

1 Choose Chicago East Canada Lodging Co-op Spring 2017 Brand USA

2 Choose Chicago Brand USA Partner coop 2017 Objective: Create a series of marketing opportunities to expand the reach of Choose Chicago partners on a global basis with a co-op strategy focused on Lodging and Attractions Goals: 1. Global Awareness, Engagement, and Activation for Partners 2. Strengthen Brand USA relationship with Lodging 3. Leverage value opportunity working with Brand USA 4. Increase bookings for Chicago lodging partners Opportunity: To participate in a Brand USA Custom Co-op Program created exclusively targeting East Canada for Choose Chicago Lodging partners.

3 The Destination Marketing Organization for the United States Created by the Travel Promotion Act in 2010 The nation s first public-private partnership to promote travel to the USA More than 600 partners since 2011 Mission: Increase international visitation, spend and market share in order to fuel the U.S. economy and enhance the image of the United States worldwide. Vision: Our vision is to be the best in class national destination marketing organization Earning the USA the largest share of the global travel market Significantly contributing to job creation, GDP, export growth and tax revenues

4 Leadership Roles in the U.S. Travel Industry to Increase International Travel to the USA

5 Over the Past Two Years, Brand USA s Marketing Efforts Have Generated: 2 million incremental visitors $ 6.5 billion in incremental spending incremental jobs 50,000 supported each year Federal, state, & local taxes close to $ 2billion Almost $ 15 billion in total economic impact 500 In partnership with More 94 than partners % partner program retention rate

6 Choose Chicago Eastern Canada Brand USA Co-Op Campaign Integrated campaign across Expedia, Facebook and print. Travel USA magazine component features a robust Chicago section with pages to include Choose Chicago, Attractions and Lodging Digital component is Chicago-only featuring attraction partners too, further encouraging the viewer to visit Chicago. Direct booking and revenue reporting. Campaign value: 6:1 Previous Canadian Brand USA campaigns have generated in excess of $21 million in hotel bookings with more than 110,000 room nights booked. For as little as $9,500 you can participate in a $300,000 Choose Chicago campaign targeting East Canada

7 Eastern Canada Print Insert Print Insert (350,000 Circulation): Digital version on VisitTheUSA.ca Distribution is geo-targeted to top HHI Chicago will have a dedicated 8+ page section in the Eastern Canada Insert. Chicago Editorial & Coverage: Chicago will be on the cover and will have 4 pages of native content promoting the city, followed by 3 plus pages of attractions information, rounded out with hotel partners. Publications: In-Market: Saturday, May 6, Toronto Star - Montreal Gazette Toronto Post Toronto Sun

8 Expedia Promotion & Activation Hotel Partner Profile Offer Page: Every hotel partner will receive a dedicated display ad campaign on Expedia to drive traffic to your Expedia offer page with the ability to book. Tier 1 Partners receive 600,000 dedicated impressions. Tier 2 Partners receive 415,000 dedicated impressions. Custom Chicago Landing Page: In addition to your own campaign, a custom Chicago landing page will live on Expedia.ca promoted through 2.3 million impressions (and Brand USA s Canada campaign page) featuring: Chicago hotel partners YouTube video player highlighting Chicago Attractions.

9 Facebook Carousel Campaign Leveraging the Facebook carousel ad unit, partners will receive impressions and clicks through a 3-week Facebook campaign. Choose Chicago will lead off the unit and partners will be featured on the following tiles. Tier 1 Partners: Rotation in the 2 nd tile and 2,300 guaranteed clicks Tier 2 Partners: Rotation in the 3rd or 4th tile - added value exposure and clicks; not guaranteed.

10 Program Overview Overall campaign is supported with 5M incremental media impressions thru Google, Expedia, Facebook and the print media distribution Close date: 12/23/2016 Ad material due: 01/08/2017 Launch Date: May 2017

11 Q&A For more Brand USA information, please visit: and For Tourism Marketing Resources, please visit Budurl.com/MilesEssentials THANK YOU!

12 THANK YOU! Carrie Koenig, SVP Sales & Marketing