CO-OPPORTUNITIES WITH VISIT CALIFORNIA
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1 CO-OPPORTUNITIES WITH VISIT CALIFORNIA
2 LYNN CARPENTER Vice President Marketing Visit California SHANNON THOMPSON Vice President Marketing Sunset Publishing NATE HUFF Vice President Miles Marketing Destinations
3 So what is co- op anyway?
4 Co-opportunity Principles Follow the funnel Recognize strengths Give to get Evolve constantly Consultative Sales Approach Visit California: Awareness/Inspiration DMOs: Consideration/Decision/ Planning Products: Decision/ Planning Travel Social: Sharing
5 Why is partnership more relevant than ever?
6 Environmental Factors Na7onal Tourism Marke7ng Program Increased Funding For Tourism Promo7on Visit California Program Reach & Breadth Consumer Planning PaGerns
7 Brand Landscape: Future GLOBAL BRAND Produc'on of one global umbrella brand campaign EXPERIENCE PILLARS DIGITAL BRAND Development of immersive digital ecosystem with targeted programming CO-OPPORTUNITIES & PARTNERSHIPS
8 GLOBAL Experience Pillars BRAND EXPERIENCE PILLARS Culinary Culture Outdoor Family Fun and Entertain- ment Adventure and Recrea7on Luxury and Indulgence
9 Co-op The Visit California Way Visit California Co- opportuni7es Guide
10 Shannon Thompson Vice President Marketing Sunset Publishing
11 A California Icon Premiere Issue May 1898 San Francisco February 1907 San Diego February 1913
12 A California Icon Mendocino Coast February 2010 Big Basin Redwoods State Park November 2012 Mojave Desert Joshua Tree Na7onal Park February 2013
13 Core Programs Visitors Guide Interna7onal Visitors Guide Road Trips Website Adver7sing Content NewsleGer Adver7sing
14 Visitors Guide Visitors Guide 2012 Visitors Guide 2013
15 California Visitors Guides United States and Canada 500,000 Print Circula7on 2012 Digital Edi7on: 2,947,612 Page Views 2013 Digital Edi7on: 415,731 Page Views Interna7onal 8 Different In- Country Localized Guides 246,000 Print Circula7on
16 California Road Trips Domes7c Road Trips 2011 Domes7c Road Trips 2012 Mexican Road Trips 2013
17 California Road Trips United States and Canada 1 million Print Circula7on 600,000 Copies Inserted in June Sunset, Sent to Out- of- State Drive Markets Digital Edi7on: 418,230 Page Views Interna7onal Mexican Road Trips in 2010 & 2013 French Road Trips in 2013
18 Newsletter
19 Newsletters Opt- in NewsleGer Established in 2011 We have more than 375,000 subscribers 10% Increase in Subscribers in 2012 UK NewsleGer Launched in 2012
20 Partnership: Value Adver7sing in Sunset ,480,000 circula7on 19,728,000 readership Adver7sing in Sunset ,000 circula7on 2,394,000 readership Adver7sing in Sunset ,365,000 circula7on 4,914,000 readership (as of 2/13)
21 Partnership: Value $635,460 Print & Digital Adver7sing in Sunset, including NewsleGers $50,000 Sunset Celebra7on Weekend Event Integra7on with Partner Opportuni7es Priceless: Sunset Ar7cles and Photographs on VisitCalifornia.com
22 We Can Help Tell Your Story Case Study: Central Coast Tourism Council Sunset Orchestrated Par7cipa7on Sunset Designed with Partner Approval Case Study: Yosemite Gateway Partners Insert Successful Program Since 2006 Overrun for Partners
23 We Can Help Tell Your Story Central Coast Tourism Council Co- op 2012 Yosemite Gateway Partners Insert 2013
24 FAMILY CO-OP CAMPAIGN Spring/Summer 2013
25 Summer of Fun Recap Capitalized on record capital investment Leveraged VCA Owned, Earned & Paid media Crea7ve featured interac7ve Fun Face app $600,000+ investment
26 Summer of Fun Learnings + Provided leveraged media investment to partners + Tiered Offerings + Solid Media Performance + Strong anecdotal sales feedback from partners Resource Intensive Matching Structure Not Scalable Didn t Fully Leverage Owned Channel Assets
27 Campaign Platform PLAYGROUND CALIFORNIA World- class agrac7ons, bucket- list worthy state and na7onal parks, miles of beaches and endless opportuni7es for families to forge las7ng memories make California an amazing family playground. Our aim is to encourage families to get out and play in California.
28 Nate Huff Vice President Miles Marketing Destinations
29 Industry Objectives Leverage the Visit California brand Access a uniquely qualified audience Convert travel-ready, up-funnel consumers Get something better through partnering
30 Campaign Value Proposition Leverage the strength of a $6.5 million family investment by Visit California Reach more qualified consumers with an all- digital mul7- channel strategy under California s recognized brand Extend your buying power through a 100%- plus match across Visit California s channels
31 The Program at a Glance
32 Program Structure VISIT CALIFORNIA BRAND CAMPAIGN Television & Content Integra7on Digital VCA Owned Channels VCA Earned Media INDUSTRY CO- OP PROGRAM Paid Media (Digital) VCA Owned Channels VCA Earned Media
33 Brand Media Strategy Create awareness and engagement with moms through a brand-driven broadcast and digital campaign VISIT CALIFORNIAı
34 Brand Media Tactics TV Brand & Content partnerships Digital Behavioral targeting and rich media Social Remarketing and acquisition
35 Owned Media Brand Strategy Highlight Playground California content within VCA-controlled channels to increase reach and impact. VISIT CALIFORNIAı
36 Owned Media Brand Tactics Web & Mobile display and content Campaign promotion Social Fanbase messaging VISIT CALIFORNIAı
37 Earned Media Proactive Pitching Partnerships Blogger Outreach Work with leading family travel authority Emily Kaufman (The Travel Mom) Parent Blogger Sponsored Tweet Up
38 Industry Participation
39 Overview Destination Partner Destination focused creative execution Multiple partners can participate in package $75,000 in paid media impressions $35,000 in owned media Added value through Visit California s PR/Earned Media $50,000 total partner investment Premier Partners Designed for major attractions Custom creative execution for paid & owned media $175,000 in paid media impressions $30,000-plus in owned media Added value through Visit California s PR/Earned Media efforts $100,000 total partner investment
40 Program Highlights Extends partner investment by more than 100% More than 15m impressions for destinations More than 32m impressions for premier partners All paid media drives direct to the partners landing page on VisitCalifornia.com All owned media drives direct to partners landing page or partners website Creative, production & reporting is included for all
41 Partner Paid Media
42 Partner Owned Media Dedicated custom to 300K Opt-ins Family Campaign Exposure Visit California Social mentions to 550K Fans Featured on Family Campaign Landing Page VisitCalifornia.com Display Campaign
43 Where we stand Commitment by Feb. 22 (tomorrow) Materials by March 8
44 2013 What s Next
45 Global Brand Landscape Global Brand Planorm Brand Experience Pillars GLOBAL UMBRELLA BRAND ADVERTISING Digital Brand Ecosytem TARGET AUDIENCES: Consumer PR Travel Trade CA Restaurant Month CA Snow CA Rural CA Family CA Fun Spots Shop CA Targeted Co- OpportuniHes
46 Co-opportunity Principles Follow the funnel Recognize strengths Give to get Evolve constantly Consultative Sales Approach Visit California: Awareness/Inspiration DMOs: Consideration/Decision/ Planning Products: Decision/ Planning Travel Social: Sharing
47 Questions?
48 OUTLOOK FORUM Thursday, February 21
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