10/11 Ellen Integration Program Description CTTC s 2010-2011 media program was built to strike a balance between preservation (maintaining core programs with proven track records) and innovation (creating new, meaningful ways of connecting with consumers). As part of the innovate strategy, CTTC brought the California brand to life through a content partnership with The Ellen DeGeneres Show. Ellen is the embodiment of the California attitude, and the custom integration program reinforces California as the ideal vacation destination. In addition to the traditional spot placement within the show (reaching a massive audience), this program integrated the California travel message as part of the show content. Ellen and her crew presented California destinations both as a vehicle for uplifting the souls of a needy family, and emotional fuel for the general well being of her viewers. The on-air interactions were entertaining and inspiring while providing spectacular coverage of the California travel product. The multi-channel integration included national TV, local TV, local radio, online media, and social and promotional components. The Central Coast integration featuring Carmel/Monterey took place the week of 10/21 (in conjunction with a guest appearance from former mayor of Carmel-by-the Sea, Clint Eastwood), and focused on a touching humaninterest story about a three-generation family who was surprised on-air and whisked away on an ultimate vacation getaway. The family was then invited back for a follow-up segment to relive their ultimate California vacation by sharing trip highlights with Ellen. This piece was complemented with video footage of the family enjoying numerous VIP activities on their vacation. The Southern California integration, featuring Catalina Island, aired 11/2 (reaired as a bonus on 12/23) and engaged the audience with a fun, on-air California trivia game and audience trip giveaways. An Ellen correspondent was sent to Catalina Island to experience this destination from her own playful viewpoint and this footage was integrated into the on-air segment.
The Eastern Sierra integration, featuring Mammoth, aired 11/17 (re-aired as a bonus on 12/28). Similar to the Catalina Island integration, an Ellen correspondent was sent to Mammoth to film her experiences, and the on-show component consisted of a trivia game with two trip giveaways. Beyond the on-air integrations, an online extension on ellentv.com/california allowed viewers to play a social media game to immerse deeper within the California brand and learn more about the featured destinations through content linking back to CTTC s Web site. There was also a Watch & Win contest aligning with national integrations to promote a trip to California, with local market overlay in 10 of the largest destination marketing areas. Target Audience CTTC s overarching target audience is defined as Escape Seekers/Experience Collectors; they are planning a vacation in the next 12 months, define value based on worth not price, are tech-enthusiasts and seek variety in life, opting for new and different experiences. The buying target for CTTC s national television campaign is adults 25-54 with a female skew. Objectives & Reach The primary objective of this integration program was to go beyond conventional media approaches by creating DVR-proof content in a brandright environment to ultimately foster awareness of California as a premier travel destination, generating preference for the California attitude and experience in order to drive incremental travel and overall economic impact. The Ellen DeGeneres Show total audience size is 2,624,000, with a majority of coverage in domestic markets. The show is also broadcast internationally in Australia, Canada, South Africa and Sweden. Summary of Program Components: Three destination integrations within The Ellen DeGeneres Show with a total of 28.5 minutes of national TV airtime. (Final delivery was nearly five times the negotiated airtime.) o Carmel/Monterey 2.5 minutes o Catalina Island 7 minutes (re-aired on 12/23) o Mammoth Mountain 6 minutes (re-aired on 12/28)
Online Exposure (Trivia Game & Destination Content) on ellentv.com/california with co-branded online advertising to drive traffic to the page Social Media Exposure mentions of program components on Ellen s official Twitter & Facebook page. Segments posted on Ellen s YouTube channel. Local Watch & Win Promotions contests promoted via TV and radio in Phoenix, Las Vegas, Seattle, Portland, Dallas, Houston, Salt Lake City, Denver, Chicago and New York Budget: $908,236 o Value: $2,797,946 (nearly three times cost paid for the program) Gross Impressions: 68,925,000 Results & Accomplishments The Ellen DeGeneres Show integration drove over 68.9 million total gross impressions through national TV, local TV, local radio, online media, and social and promotional components. The total return of investment (ROI) for the program was $2.8 million, nearly three times the cost paid for the program. The online extension at ellentv.com/california also performed well, resulting in: 40,017 total quiz forms completed, with a 34% completion rate 77,000 pageviews to the California page 4,500 total campaign opt-in s to receive more information about California As part of the overall social media program with WB, California received four tweets on the Ellen Show s Twitter account for the three integrations, reaching a total of 16.7 million followers. The Catalina tweet was picked up by both People s and Entertainment Weekly s Twitter feeds, delivering an additional 3,723,081 followers. Also, all three integrations were posted on Ellen s YouTube channel and have received 55,483 video views to date. Program Contact(s) Amanda Font Co-op Marketing Manager 916.319.5406 afont@visitcalifornia.com
Carmel/Monterey Behind-the-Scene Photos Catalina Mammoth