Marketing the U.S. to the World. Karyn Gruenberg, VP Global Marketing and Partner Programs August 27, 2015
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1 Marketing the U.S. to the World Karyn Gruenberg, VP Global Marketing and Partner Programs August 27, 2015
2 Industry Defining Moments March 2010 Signing the Travel Promotion Act into Law January 2012 National Travel & Tourism Strategy May 2014 Presidential Memorandum on Travel and Tourism December 2014 Reauthorization of Federal Funding for Brand USA
3 Accomplishments in Brief 2 million incremental visitors Over 50,000 $ 118 million Partnerships up by 40 % $ 6.5 billion in incremental spending incremental jobs supported each year received in partner contributions - cash and in-kind - from the private sector 94 % partner program retention
4
5 Partnership 2015 Diamond Level Partner partner since 2012 Discover America Inspiration Guide Brand USA Affinity: Expedia Integrated marketing campaigns: China, Taiwan Co-op with China Airlines: New Hawai i Slogan Campaign Digital Content Campaign: Stories of Hawai i videos
6 Do you invest in marketing internationally? 33% 67% A. Yes B. No
7 Brand USA Consumer Advertising
8 Brand USA Statement of Purpose Mission (purpose) Our mission is to increase incremental international visitation, spend and market share to fuel our nation s economy and enhance the image of the USA worldwide Vision (result) Our vision is to be the best in class national destination marketing organization earning the USA the largest share of the global travel market and significantly contributing to job creation, GDP, export growth and tax revenues
9 Statement of Purpose Foundational Elements
10 2016 Strategic Planning Leveraging the existing brand positioning and Big Screen Movie, and all the learnings and successes What We Need To Do Drive 100MM Annual Visitors by 2021 (4.6% CAGR) Where Should We Concentrate Our Efforts Largest inbound Travelers Consideration and Activation How Should The Brand Behave to Accomplish These Objectives Create Brand Behavior Strategy and Targeted Messaging Architecture
11 Market Structure Establish a tiered market structure to guide strategy, program development and resourcing Focus & Spend PRIME GROWTH MARKETS Insights drive global strategy & development Original programs and partnerships Fully integrated media mix, including a combination of broadcast, cinema, OOH, events, digital display, OTA media, paid search and paid social (assumes website presence, sharing) Fully integrated co-op programs; and trade efforts and execution TARGETED GROWTH MARKETS Execution of proven marketing concepts and strategies Digital display (specific levels/spend TBD), paid search and paid social (assumes website presence), sharing select co-op programs; and trade programs and execution Number of Markets NEW GROWTH MARKETS Implement global media programs Local language / cultural adaptation Website presence, paid search and social programs for traffic generation, select co-op activities; and key trade activities and support
12 Market Prioritization: Consumer + Trade Focus Media mix may include broadcast, cinema, OOH, digital display, events, OTA media, paid search and paid social, sharing and ongoing trade emphasis Canada Japan France Mexico China United Kingdom Brazil Australia India Germany South Korea Sweden Colombia Chile
13 In the Asia market place, what is the most important market opportunity for you? 33% 47% 12% 1% 5% 3% A. China B. Japan C. South Korea D. Taiwan E. Hong Kong F. Other SE Asia Countries
14 Which of the following key Brand USA growth markets is your top market of interest? 56% 6% 24% 6% 8% A. Australia/New Zealand B. Brazil C. Canada D. France E. Other G
15 Travel Life Cycle Emphasis Chile Colombia DREAM TO CONSIDERATION India Japan SHARE DREAM Australia France Brazil Germany TRAVEL CONSIDER CONSIDERATION TO ACTIVATION China Sweden ACTIVATE ACTIVATION TO TRAVEL & SHARE Canada Mexico South Korea UK
16 Brand USA Originals AUSTRALIA& NEW ZEALAND BRAZIL CANADA CHINA CHILE COLOMBIA FRANCE GERMANY INDIA JAPAN MEXICO SWEDEN SOUTH KOREA TAIWAN & HONG KONG UK & IRELAND Inspiration Guide 2016 Culinary Guide 2016 Culinary Digital Program Jeni and Olly - Travel Channel Chef Vignettes - Food Network Great Outdoors Digital Program Great Outdoors - Travel Channel Visit The USA Social/Content Activation Road Trips Social/Content Activation Multi-Channel Campaign Golf Video and Distribution BBC - Great Outdoors ESPN "United States of Sports" Hub International SEM Program Discover America Global Websites In-Language Videos In-Language Content: Third Party Extensions National Geographic Road Trips USA Discovery Program * * * * * Consumer Market Profiles Partner Reporting Program Red Robot Content Distribution Brand USA TravMedia * Coming soon
17 DiscoverAmerica.com + GoUSA.cn Websites and Experience Pages Digital Presence 13 localized digital and social communities 5.6 million visits to DA.com in FY14 GoUSA.cn & GoUSA.tw Launched in August 2013 with 1+ million visits every month Over 800K social followers Engaged International Social Community 5+ million Facebook fans 2 million average monthly engagements on Facebook 12.8 million video views on YouTube
18 Inspiration Guide 575,000 copies 10 languages, 13 versions, distributed in 21+ countries 30 million-plus impressions of Digital Guide Extension of partner s visual assets through Brand USA s Pinterest channel
19 Multi-Channel Programs 910 million total impressions 8 countries of in-language and localized content 17 campaigns, 107 individual partner participants 476 pages of original and sponsored inspirational content created in print and distributed via digital channels 50 radio spots; 13 partner TV spots/episodes 227 minutes of video content created Fall UK Campaign won 2015 Communicator Awards Silver Award of Distinction
20 Multi-Channel 2016 Brazil: Fall 2015 & Spring 2016 Canada (E/W): Winter 2015 & Spring 2016 China: Fall 2015 & Spring 2016 & Fall 2016 Germany: Winter 2015 & Spring 2016 Japan: Fall 2015 & Spring 2016 Mexico: Fall 2015 & Spring 2016 UK: Fall 2015 & Spring 2016 Australia: Fall-Winter 2015 & Summer 2016 India: Spring 2016 France: Spring 2016
21 In-Language Videos and Content Distribution In-language videos featuring native speakers who customize content specific international audience s point-of-view Available in 16 languages Content distribution package
22 In-Language Videos
23 Brand USA Originals Great Outdoor Hub Target Markets: Australia, Canada, Germany, United Kingdom Dedicated content pages translated for global implementation Photo of the Week promotion Homepage promotion New video production new style! Social promotion Facebook/Twitter posts focused in target markets Dedicated traffic generation targeted to one country for optimal exposure Add-on traffic generation by country
24 Great American Road Trips: Hawai i and Road to Hana 12 million impressions on Facebook alone 1.2 million impressions on sina weibo in China
25 2016 Culinary Campaign
26 Culinary Social Campaign Now live in UK and Canada
27 Market-Specific
28 Brand USA Market-Specific China Digital Networks
29 Brand USA Originals Golfbreaks.com Realize a 3-to-1 value through Brand USA's partnership with the United Kingdom's golf-holiday package leader, Golfbreaks.com, with a campaign targeted to golf prospects via the media they consume most Discover America print insert 4-month digital campaign ESPN sports hub TV Advertising: Sky Media Outbrain traffic generation
30 Brand USA Affinity Programs
31 Expedia: Choose Your American Adventure
32 Market Prioritization: Trade Focus Visit USA programs, trade shows, road shows, missions, fams and/or training activities Spain Hong Kong/Taiwan Italy Benelux region South America* Nordic countries* Austria Switzerland Southeast Asia* Central America* Gulf Cooperation Council (GCC)* South Africa Israel Hungary * Select countries in each region
33 Key Trade Activities Visit USA Committees Market Entry Programs Roadshows/Training/Events India Mission Sept 6 11, 2015 China Mission Feb 26 Mar 4, 2016 Brazil Mission Spring 2016 USA Discovery Program MegaFams Germany Oct 2015, Apr 2016 Australia March 2016 UK May 2016 China Spring 2016 Mexico Spring 2016 Canada Fall 2016 Coming in Nordics Region
34 Hawaiian Airlines MegaFam March 2015
35 Brand USA Pavilions
36 Brand USA Partner Reporting System LIVE!
37 National Parks Adventure Voice/Music Marketing Programs:
38 National Parks Adventure
39 Mahalo!
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