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California Travel & Tourism Commission Exploratory Strategy Research August – September 2007 arranged by Market Condition GmbH Research Goals Verification of the current images of the brand California as well as the positioning Motivation for visiting California

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california travel tourism commission exploratory strategy research

California Travel & Tourism CommissionExploratory Strategy Research

August – September 2007

arranged by

Market Condition GmbH

research goals
Research Goals
  • Verification of the current images of the brand California as well as the positioning
  • Motivation for visiting California
  • Future visitors’ level of knowledge regarding California
  • Booking habits for overseas travels
  • Evaluation of “California” spot
  • Determining suitability of celebrities as advertisers
research structure
Qualitative Part

Conduction of 4 focus groups in Hamburg and Frankfurt.

Participants: Pre-recruited visitors of California and people who plan/consider a visit

August 2007

Quantitative Part

Conduction of 400 interviews in Hamburg and Frankfurt.


Pre-recruited visitors of California and people who plan/consider a visit

September 2007

Research Structure
quantitative part structure
Quantitative Part - Structure

For the quantitative part suitable participants are pre-recruited.

Two 2-hours focus groups are held in Frankfurt and Hamburg. In each city one group consists of people who have already visited California, and one group of people who plan/consider to visit California.

The participants are women and men between 23 and 67 years old.

california visitors
California Visitors

The group consists of the following:

  • 50% of the participants visited California 2-3 times within the past 10 years
  • 50% of the participants visited California 1 time within the past 10 years
california intender
California Intender
  • 25% of the participants plan a trip to California within the next 3-9 months, and have already informed themselves of
  • 25% of the participants plan a trip within the next 9-18 months, and have not informed themselves of, yet.
  • 50% of the participants have an affinity to overseas travels and would not exclude California
focus groups methodologies
Focus Groups - Methodologies

Within the frame of the qualitative part several projective procedures are used prior to and during the focus groups, in order to allow an access to the participants’ emotions and associations in regard of “California”.

focus groups methodologies8
Focus Groups - Methodologies
  • Projective procedure prior to the focus group in form of a “homework in advance”
    • Creating a postcard the participant sends from California
    • Creating a profile of “California as a person”, with all characteristics and features the participant associates with “California”.
focus groups methodologies9
Focus Groups - Methodologies
  • Projective procedure during the focus group
    • Creating a collage with the title “California”, by means of pictures in magazines
    • Creating a self-drawn picture with the title “what best represents California”.
focus groups results

Focus Groups- Results

Current Environment the Participants live in

current domicile advantages
Current Domicile - Advantages

Most of the statements are in regard of the

location of the domicile.

The most mentioned aspects are:

- quiet location

- green field location

- park nearby

- surrounded by woods and meadows

current domicile advantages12
Current Domicile - Advantages

Also important aspects are the travel


The most mentioned aspects are:

- good travel connections

- good autobahn connection

- quickly at the airport

- close to a large city

current domicile advantages13
Current Domicile - Advantages

The following points do also have a positive

influence on the domicile

- central location

- good infrastructure

- parking lots in front of the house

- nice neighbors

- good possibility to go out at nights

- a historic environment, it stands for a high quality of life

current domicile disadvantages
Current Domicile - Disadvantages

The statements regarding the disadvantages of

the current domicile vary between Frankfurt

and Hamburg.

  • In both cities mentioned are too loud neighbors and missing public travel connections
  • The missing infrastructure plays in Frankfurt a role
  • Often mentioned in Hamburg are the high crime rate, the continuous construction sites, too much traffic, the high noise level, especially on the weekends, and too many tourists
focus groups results15

Focus Groups- Results

The ideal international vacation

the ideal international vacation
The ideal international vacation

The ideal international vacation consists of

various categories.

Those are:

- relaxation

- experience

- nature

- sport

- culture

- diversion

the ideal international vacation relaxation
The ideal international vacation - Relaxation
  • Relaxed daily routine
  • Relaxation
  • To drift
  • Mixture of absolute relaxation and round trip
  • Long trip length
  • Nice weather
  • No planning
the ideal international vacation experience
The ideal international vacation - Experience
  • To go to the city at night for partying
  • Absolute luxury
  • Exciting evening
  • The vacation must be adapted to the country and surrounding area
  • To see as much as possible of the surrounding area
  • To see as much as possible
  • To have fun
  • To experience it all
the ideal international vacation nature
The ideal international vacation - Nature
  • Main component is water
  • To be at the ocean, coast over day
  • National parks
  • Good mixture between city and countryside
  • Diversified
  • Discoverer vacation
  • Things you cannot see in Europe, deserts, geyser
the ideal international vacation sport
The ideal international vacation - Sport
  • Sport activities in general
  • Beach
  • Surfing
the ideal international vacation culture
The ideal international vacation - Culture
  • Too see historical buildings
  • To get to know other cultures
  • To experience art
  • To get to know people from that country
  • To get to know regional food
  • To get to know the people and the land
  • To learn about the past and the development of a city
the ideal international vacation diversion
The ideal international vacation - Diversion
  • To satisfy curiosity
  • To get to know new people
  • Diversity
  • Balanced
  • Shopping
  • Sightseeing
  • Sports activity
  • Combination of multiple city travel and holiday on the beach
  • To experience the combination of all
focus groups results23

Focus Groups- Results

Competitors of California

competitors of california
Competitors of California

As spontaneous competitors of California are


Brazil, Fiji, Florida, Canada, Mexico,

New Zealand, Spain, South Africa, Thailand,

Asia, Australia, Bahamas, Ireland, Japan,

Nigeria, Polynesia, South France, Texas,

West Africa, Dominican Republic, Boston,

British Columbia, North-east of the USA,

Portugal and the Rocky Mountains

competitors of california25
Competitors of California

The focus groups see the following as the

“strongest” competitors of California:

Brazil, Thailand, South Africa,

Australia, New Zealand and Canada.

The groups mentions the strengths and

weaknesses of those competitors.

competitor brazil


Beautiful women

Cult on the beach


Nature in the countryside

Diverse people

Very modern buildings

Positive mentality

Little time lag

Polite people




Mosquito in the River Amazon area

Competitor Brazil
competitor thailand

Very good service

Very good price-performance-ratio

The swimming is in the foreground

Culture, diverse belief

Beautiful land

Charming beaches

Very good cuisine

Very cheap


Preteen prostitution

Large insects and spiders


You get to know more tourists than indigenous people


High crime rate

Competitor Thailand
competitor south africa

Beautiful beaches, high mountains

Very beautiful weather, climate

No time lag

Exotic food

Exotic, fantastic animals

Interesting cultures

Safari, wild animals, Krueger National Park

Good wine, red wines

Diving with the sharks

Table mountain


Only seasonal vacations possible, winter or summer

Very high crime rate

Impacts of the apartheid

You can’t stay everywhere you want, bad hygienic conditions

Malaria, vaccination required

Rainy season

As a white man you have to protect yourself

Tsetse fly

Disastrous social situation

Competitor South Africa
competitor australia

Totally different culture

Many German Immigrants live there

You can discover the island with a rucksack

Unique animal world

Small continent, in which you can find everything

Individualistic inhabitants


Large time lag

Very long flight

Very expensive flight

Large distance

Far too hot

Ozone hole

Suppression of aboriginal inhabitants

Large areas only with steppe

Poisonous snakes, spiders

Competitor Australia
competitor new zealand

Very individual

Very tolerant people

Relaxed inhabitants

Unimportant how rich you are, brands are unimportant, too

Diverse nature

Very short ways from mountain to coast

Affordable hotels


Long travel

Flights are expensive

At the end of the world

Disgusting food

English cuisine dominates

Twerp inhabitants

Jailbirds, not an enlightened people

Competitor New Zealand
competitor canada

Lots of nature and wildlife



Great lakes, rivers

Fishing instead of heat at the beach


Indian Summer

Central location

Many sports activities


Good lobster

Friendly people, European

Beautiful rugged coast, beautiful to drive along with the car




No Hollywood

Eating culture is not good

Pubs/restaurants are far too expensive

Competitor Canada
character of the destinations
Character of the Destinations
  • South Africa and Thailand are associated with a nature vacation
  • Canada and New Zealand would be visited because of the country
  • Brazil is rather a mixture of both
suitability of the destinations
Suitability of the Destinations

According to the participants the various

destinations are suitable for diverse target

groups. New Zealand or Australia are rather

suitable for loving couples or families. Brazil

is also suitable for families. However, due to safety reasons South Africa should in any case be visited without children, but either with a second person or with friends.

suitability of the destinations34
Suitability of the Destinations

California is assessed as a destination for “everybody”. You can go there for vacation as a single, couple, family, with a group or clique. It merely seems to be unsuitable as a destination together with small children.

Nevertheless, it is also an unsuitable destination “for the low-budget vacation”.

connection to california
Connection to California

The visitors do not only associate sights with California, but also emotions.

However, the intender associate it with experience and diversity.

connections to california
Visitors - rational

San Francisco is the most beautiful city in the USA

Is located at the ocean

Reno, Sacramento

Lake Tahoe

From nature to shopping


Take pictures of houses

Intender - rational

Film studios

California has a leading role in regard of ecology

Golden Gate Bridge


Action vacation

Many trips, see a lot

Celebrity bonus

Connections to California
connections to california37
Visitors - emotional

To be free

To be happy

To see something

To relax

Not because of the countryside

Intender- emotional

- It has everything

Connections to California
focus groups results38

Focus Groups - Results

California – projective procedures

Prior to the focus groups


California- as a person

Describing California as a person, with all its features and characteristics, has shown some regional differences.


California- as a person

The participants in Frankfurt see California as a man in his 30s, with a family.

This man is open-minded and tolerant, innovative, intelligent and reliable.


California- as a person

The respondents in Hamburg see California as a woman, around 30. She is unmarried, yet, but plans to have a family one day.

She is wealthy and adventurous, always up-to-date and self-confident.


California- as a person

Features that are mentioned in both cities are:

  • loves sport, freedom and nature
  • enjoys life and has fun
  • is friendly and tolerant
  • drives a middle-class to upper-class car

California- as a person

The negative features of this person are, for both cities:

  • eats often/too much fast food
  • is nice but superficial
  • doesn’t bother about the future
  • has a tendency to become overweight
focus groups results44

Focus Groups- Results

A postcard from California -

Projective task prior to the focus group


A Postcard from California

The most mentioned aspects in the postcards through all four groups are:

Aspect Frequency

With partner/family 23

Relaxation 13

Multi-City tour 26

Sports/Adventure 22

Sights 24

Hollywood 13

People are open-minded and friendly 12

To get to know people, country, nature 16

Shopping 3

focus groups results46

Focus Groups- Results

California - projective procedures

Collage in the group

focus groups results51

Focus Groups - Results

California - Strengths and Weaknesses

california strengths
California - Strengths

Participants who have already visited California, see the strengths especially in the nature, the inhabitants and the diversity that California offers.

Participants who plan a vacation associate also the diversity, but in addition also a couple of practical strengths, as well as the feeling of freedom, especially in regard of mobility.

california strengths53
Visitor - Nature

Great beaches

National parks

Summer and winter vacations are possible


Short ways to the beach

Intender - Nature


National parks

California - Strengths
california strengths54
Visitors - inhabitants

Open-minded people

Sunny disposition

Open, pre-emption people

You ca get far with Spanish

Willingness to help

You can easily have contact

Intender - inhabitants


National parks

California - Strengths
california strengths55
Visitors - Diversity

Very international

You never get bored

Large diversity

The food is not so bad as it is usually in the USA

Intender - Diversity

Beach and film studios, contrasts

It offers everything

Close to Mexico

Large range of activities

Legendary cities

California - Strengths
california strengths56
Visitors - practical

Strict laws for environmental protection

Good infrastructure

Intender - practical

No vaccination required

Good hygienic conditions

You can feel the wealth of the state

California - Strengths
california strengths57
Visitors - Mobility

You can drive everywhere with the car

Intender - Mobility

You can drive straight ahead for days on the highway

The legendary Panamericana

To experience the feeling of infinite freedom while you drive

California - Strengths
california weaknesses
California - Weaknesses

The visitors see the following weaknesses:

  • Bad public travel connection
  • Unpleasant travel modalities and entry regulations
  • It is the most expensive state in the USA
  • High consumption of junk food and artificial preparations, e.g. vitamin pills
  • Missing side-walks
  • The Californians are to 100% puritans
  • You have to drive a long time to reach an outlet mall
california weaknesses59
California - Weaknesses

The intender see the following weaknesses:

  • Bad price-performance-ratio
  • It is the most expensive state in the USA
  • High costs of living
  • Long waiting times at the airport
  • Terrorism hysteria
  • Offers only little fauna, compared to the rest of the USA
  • You feel overwhelmed by the offered activities
focus groups results60

Focus Groups – Results

California Visitors

main motivation for a visit
Main Motivation for a Visit
  • You can see a lot
  • You have to see it
  • You cannot see everything with one visit
  • I like to go surfing
  • Traveled along the coast, from San Francisco to Seattle
  • Nature, cities, San Francisco
  • I wanted to get to know the people and the state
  • I was curios how the state looks like in the south
  • I visited colleagues
  • Was part of a large trip, starting point for a round trip
suitable duration for vacation
Suitable duration for vacation

The participants cannot agree on a suitable duration for vacations.

The shortest recommendation is 1-2 weeks, the longest one is 1 month. The majority decides for 2-3 weeks.

California can also be visited 12 months a year. The weather “is always that you can tolerate it”, “less rain, more consistent”.

It is “also called the sunny state”.

The average duration of the past vacation in California is three weeks.

projective procedure a self drawn picture on the subject what best represents california best
Projective procedure – a self-drawn picture on the subject: “what best represents California best”

The motives in the self-drawn pictures of the visitor groups can be grouped into the following categories:

  • Nature
  • Sights
  • Lifestyle
  • Attitude towards life
projective procedure a self drawn picture on the subject what best represents california best64
Projective procedure – a self-drawn picture on the subject: “what best represents California best”
components of nature
Components of Nature
  • Ocean
  • Flower
  • Water
  • Beach
  • Climate
  • National Parks
  • Vast land
  • Sunsets
components of sights
Components of Sights
  • Golden Gate Bridge
  • Cable cars
  • Hollywood
  • Disney World
components of lifestyle
Components of Lifestyle
  • Sun
  • Wine
  • Summer
  • Large SUVs
  • Good mood
  • Friendliness
  • Brand clothing
  • Honesty
  • Superficial
components of attitude towards life
Components of Attitude towards Life
  • Nonchalant
  • Freedom
  • Luck
  • Party
  • Flower Power
  • Fun
focus groups results69

Focus Groups - Results

Intenders of visiting California

main motivation for a planned visit
Main motivation for a planned visit
  • It is located at the pacific
  • Various buildings that one wants to see
  • Other parts of the USA have already been visited
  • It is a dream
  • The cities
  • To get to know the people, to establish connections
  • To go out at night
  • Hollywood, the studios
  • Art
  • The beaches, the coasts
  • San Francisco, Golden Gate Bridge
  • Offshore islands, Long Island, deep sea fishing
why not visited yet
Why not visited, yet?

The main reason why the trip has not been done, yet, is primarily financial and that the children were too small to make such a vacation.

Other reasons are insufficient holidays, a lot to discover in Europe, one decided for other parts of the USA, because of acquaintances or difficulties in deciding for one destination, since one wants to go there together with friends.

what differentiates california from other destinations
What differentiates California from other destinations?
  • The vast extent
  • The legends
  • You see parts of California so often in TV, everyone knows the Golden Gate Bridge, and this isn’t the case with other nations
  • Various offers of nature and cities, up to theme parks.
  • The Americans are friendly and nice. In addition to that California has an Easy Living, an optimism.
  • The people don’t bother a lot about the future, they live for the moment.
  • A pleasant driving, not so hectic
projective procedure a self drawn picture on the subject what best represents california best73
Projective procedure – a self-drawn picture on the subject: “what best represents California best”

The motives in the self-drawn pictures of the intender groups can be grouped into the following categories:

  • Nature
  • Country/Sights
  • Attitude towards life
  • Others
components of nature74
Components of Nature
  • Sequoias
  • National parks
  • Beach
  • Desert
  • Sun
  • Snow-covered mountains
  • Never-ending roads
  • Vastness
components of country sights
Components of Country/Sights
  • Golden Gate Bridge
  • Cable cars
  • Alcatraz
  • Hollywood
  • Large cities
  • Buildings
components of attitude towards life76
Components of Attitude towards Life
  • Tequila
  • Oranges
  • Gold
  • Sun
  • Nice weather
  • Good mood, fun
  • freedom
  • Action
  • Laziness
  • Relaxation
  • Party
components of others
Components of Others
  • Intel
  • Cadillac
  • Baywatch, Pamela Anderson
  • Wine
  • Sport
  • Hollywood
focus groups results78

Focus Groups - Results

Booking of overseas travels

booking of overseas travels in general
Booking of overseas travels in general

Various strategies are mentioned in regard of the booking of overseas travels:

- Special travel agent

- over the internet

- word of mouth friends/acquaintances

- travel agencies


- directly at the airport

- search the internet, booking in the travel agency

characteristics of the booking methods

Search for information is possible

Preparations make as much fun as the actual vacation

Spontaneous booking possible

No opening hours like a travel agency

It is cheaper

You are familiar with it

It is easy

You have to enter personal data

Travel agency

They are liable if something is not right

I have a person to talk to

Are often incompetent

You receive tips in a good travel agency

Personal contact

For specific questions

Characteristics of the booking methods
what is booked



Travel agency

the entire trip



What is booked
specialties regarding the booking in california
Specialties regarding the booking in California
  • California is an adventurous vacation, I would just drive and stop wherever I like it
  • For California it is very easy to book a flight, since it is served by almost all airlines
  • Rental car or RVs are cheaper if rented through a travel agency

The participants do either favor bookings online or in travel agencies, although when a booking is done in a travel agencies, an information gathering has usually been done in advance. Often merely the car and the flight are booked in Germany, especially in regard of online bookings. In travel agencies one rather books the entire trip.

online bookings
Online Bookings

Most of the participants are open-minded towards online bookings, many use this option. Only a few prefer to go to a travel agency. To book online is “cool”, you have “better costs”, and the curiosity is satisfied.

Especially the aspect of time plays a major role,

“I can take a look when I have time, at 10 or 11 at night”.

online bookings85
Online Bookings

In Hamburg the participants are even more open-minded to online bookings than in Frankfurt. More people book online, even older participants use this option.

focus groups results86

Focus Groups - Results

Search for Information

important aspects for the planing
Important aspects for the planing

Important are the planning and the gathering of information, as well comparing the prices. Own uses the internet, books and acquaintances as source of information.

Also movies like e.g. “Baywatch” or “The Streets of San Francisco” usually help to gather information, or to get an impression.

used web sites
Used Web Sites

The participants claim to use search pages such as Google or for their information seeking.

Also used are online travel providers such as Opodo or LTU.

Frequently used are also sites that compare various airlines. Another source of information are online forums.

website of tourist bureaus
Website of Tourist Bureaus

Most of the participants do seldom or never use the websites of tourist bureaus.

The reasons are:

- “I visit websites from the region”

- “I use it for latest information when I’m in the nation, not now”

- regarding Thailand, there were “no information, and only obsolete things”

- regarding Greece, “I wrote once to them, but never received an answer”- “I rather used the sites of the national parks for my California trip”

the impression of california
The impression of California

The personal impression of California is a “mixture of various impressions”, and is influenced by various factors, e.g. by personal travel experiences of friends and acquaintances, as well as reports and shows on TV.

desired information about california
Desired Information about California

One is interested in being able to call up the following information online:

  • Entry regulations
  • Regulations regarding the visa
  • Recommendations for clothing that you should take with you
  • Detailed information about specific cities, including recommendations for restaurants and sights
www california com

The participants would prefer if there was “a main page that had several links, sorted by subject”.

“That there is only one contact point, e.g.


“I would search for “California” in Google”.

booking the next trip
Booking the next trip

In Frankfurt most of the participants from the visitor group as well as from the intender group, state to plan to book their next California trip in a travel agency.

In Hamburg the majority of the intenders and users decide for an online booking.

booking the next trip online
Booking the next trip online
  • Research in the internet
  • Booking in the internet/eventually an advice at the airport or travel agency

- booking of flights

- booking of rental cars

- not necessarily the booking of hotels

focus groups results95

Focus Groups – Results

Current California Spot

identified main message
Identified Main Message

Several main messages on several levels have been identified, about California, about

addressee, about the attitude towards life and

messages with a request character.

None of the participants has any difficulties to name a message.

The following quotes are verbatim from the participants.

main messages california
Main Messages California

- California is diverse

- California is large and vast

- California is such a divers state, that everyone can go after his own needs

- California introduces itself

- You have many possibilities to do something in this state, there is an immense diversity

- Sport, freedom, relaxation

- food, drinking, sport

- all positive aspects are summarized, beach, ocean, Disney World

main messages addressee
Main Messages Addressee

- Various target groups are addressed

- It has something for everyone

- It has something for every type, every taste

- California is a diverse destination for every generation

- California is everyone’s dream, suitable for every generation

main messages attitude towards life
Main Messages Attitude Towards Life

- feel lucky, nonchalant, relaxed, be happy, live intensively

- The good mood was conveyed

- cool, spacey, wow, fun

- feel happy, don`t worry

- Intensive life

- Action and fun

- We live intensively, we are happy

- All are very open-minded

main messages with a requesting character
Main Messages with a Requesting Character

- Be free, come to California

- This is your day

- California makes you free and happy

spot likes in general
Spot - Likes in general
  • Something for all, young, singles, families
  • It is cool and funny
  • Full of action, not too much romance
  • Actors are friendly and open
  • “Canada attitudes”
  • The celebrities pass by, it appeals to me
  • It is very stimulating
  • Rhythm and Music are good
  • The messages are credibly conveyed
  • Various representations
  • Great mix
  • Very inviting
  • The actors have drive, fun
  • It represents my impression of California
likes arnold schwarzenegger
Likes - Arnold Schwarzenegger
  • I found it amusing to start with Schwarzenegger in the beginning
  • Schwarzenegger is the right start for the spot, regardless of whether you like him or not, he represents the USA and especially California.
spot dislikes in general
Spot - Dislikes in general
  • If it wouldn’t constantly say California, you wouldn’t necessarily know that it is California
  • The picture material is exchangeable, “the typical Californian” is missing
  • “I would have liked to see the Golden Gate Bridge in the background”
  • The spot was too fast, “I would have forgotten it after 20 seconds”
  • Too superficial, “California has more to offer”
  • The national parks were missing
  • Too much advertising
  • It was too softy, insufficient action
  • The aspect of a family was not conveyed, it is for “individualists, who have lots of money, who don’t think about, just consume”
  • Spots show actions that costs a lot of money, but there is also nature to see
dislikes actors
Dislikes – Actors
  • Actors as advertisers, why not show normal people
  • The people are too much in the foreground
  • Clint Eastwood can stand for the USA in general, “I wouldn’t know in what context he stands to California”.
  • Boris Becker does also an ad on a golf course, for DAS
  • The ad has been done for the American market
  • Many celebrities are not known in Germany
does the spot represent california
Does the Spot Represent California

The spot represents mostly what the participants associate with California.

“It reflects what I have imagined, calmness and action”.

However, you would “need to see more regions, as various activity groups”.

“I fly there because I want to get to know the countryside and the people, and they show only little of that”.

is the spot appealing
Is the spot appealing

The spot is basically seen as appealing and professional, however there are some criticized aspects.

  • It was too fast
  • It was not creative enough
  • You don’t get any wanderlust, no longing
is the spot surprising
Is the spot surprising

The spot is neither assessed as unclear nor as surprising.

One has the impression “they try to address every target group”.

Further, one wants to “stuff everything into the spot, what is associated with the state”, “whether this is right or wrong cannot be assessed”.

does the spot wake the interest for california
Does the spot wake the interest for California

Based on the spot “I would not have booked the vacation”. “It shows everything, if you know that it is there, but it doesn’t say anything, it shows no highlights”.

If you have already been in California “you can associate it with that, if not than it is anywhere”.

“You don’t see any landscapes, that makes you want to go there”.

“The spot was typically American, but California is not typically American, that is a discrepancy”.

recognized celebrities
Recognized Celebrities
  • Arnold Schwarzenegger
  • Clint Eastwood, also as former mayor of Orange County
  • Terri Hatcher
  • A “NASCAR driver, one must know down there, but not here”
use of celebrities


“It sells better”

Appealing to people who haven’t been to California, yet

Celebrities are usually also used in Germany

Quite nice

It is good to see some familiar faces

It helps to remember the spot

Schwarzenegger is California

It fits

They fit to California


You don’t need celebrities

The Hollywood sign was missing

It is overloaded

Rather for younger people

Clint Eastwood or Terri Hatcher don’t fit

I place no value on that

Use of Celebrities
other suitable celebrities
Other suitable celebrities

Other celebrities that are associated with California are:

  • Paris Hilton, “the hotel heir”, although she is negatively associated with California and doesn’t stand for California
  • Sharon Stone, “a great personality, very cultivated, open-minded, she fits”
  • Meg Ryan, Jane Fonda
  • Steven Spielberg
  • No celebrities, rather known motives

As rather unsuitable are mentioned Pamela Anderson and Barbara Becker.

suggestion thomas gottschalk
Suggestion Thomas Gottschalk

The commentaries about Thomas Gottschalk are mostly


  • “Awful”
  • “Gottschalk is talent-free and only embarrassing for his age”
  • “Gottschalk is a no-go“
  • “He hasn’t developed, he isn’t funny anymore”
  • “I wouldn’t go to California because of him”
  • “Is there something this man hasn’t sold, yet?”
  • “He should keep to his gummi bears”
  • “I think he fits, he is quite well-known”
suggestion j rgen klinsmann
Suggestion Jürgen Klinsmann

The commentaries about JürgenKlinsmann are also mostly


  • “Egocentric, doesn’t fit to California”
  • “Unreal, odd guy”
  • It doesn’t fit, “he is German, although he lived there for a long time”

One participant has the following opinion,

“Of all the suggested celebrities Klinsmann is the only one who has sufficient sympathy factor, but I wouldn’t necessarily associate him with California”.

suggestion steffi graf
Suggestion Steffi Graf

The participants see Steffi Graf also as rather unsuitable,

although the reactions are not that negative here.

  • “She shall make ads for Barilla noodles”
  • “Together with her husband, yes”
  • “It fits more, but rather for Las Vegas, not for California“.
david beckham john cleese
David Beckham/John Cleese

Most of the participants don’t know John Cleese, he is rather associated with “Monty Python’s”. He appears “too British, too


David Beckham “is associated with soccer, and what has

California to do with soccer?”

“That Beckham, and his wife, they appear like an artificial product”.

“These are people where you would think, they would do everything as long as the money is right”.

conclusion suggested celebrities
Conclusion Suggested Celebrities

The participants show not much sympathy to any of the suggested celebrities.


“If they want someone who talks German, they should rather look for someone who has a certain credibility”, someone “who really has to do something with that state”.

“I want to have an American. Schwarzenegger is o.k., that is something different, I want an American, not a German”.

“Those guys like Schwarzenegger, that are real men, down-to-earth, he stands for something”.

tagline california find yourself here
Tagline California find yourself here

The tagline is assessed positively and as

fitting, although it is not “the big hit” and lacks the “wow feeling”.

It “passed too quickly” and it is also “exchangeable”.

A suggested alternative would be “express yourself”.

tagline california find yourself her

Fits, there is something for everyone

You can find yourself in nature

Has a lot to do with activities

You can fulfill yourself

Everyone can present himself

It has a reference


Too quickly presented

It also fits to whiskey

I can also find myself in other countries

The state is too commercial that it would fit

The individualism should be more emphasized

Like Lufthansa, a better way to fly

TaglineCalifornia find yourself her
focus groups results119

Focus Groups - Results

Winter Spot


spot evaluation
Spot Evaluation

The winter spot is rather negatively assessed by the participants. Although it has a “surprise effect”, “you think you’ve landed in the Alps”, the spot is “very irritating”.

Most of the participants associate California with

“summer”, “warmth, ocean, and not high mountains”.

Altogether the spot is seen as “unfitting for California”, the winter scenario is “not a nice additional, positive effect”, it is merely “a small aspect of California” and “specifically you need to know that you can go skiing in the Sierra Nevada”.

california as a winter sport location
California as a Winter Sport Location

The participants don’t like this idea.

To all of them California is associated with sun, warmth, beaches.

  • One wouldn’t fly extra to California for a skiing vacation
  • Snow and California is not appealing, it appears alien
  • As a skiing fan you would look for closer locations, you have better options in Europe
  • It is not appealing to children and old people
  • Winter sport area is a too small aspect of California
is the spot appealing122
Is the spot appealing

The spot per se is appealing, “somehow a round thing, it shows that there is also a different side, besides the one that everyone knows and uses”, but the idea of winter sport is not assessed as attractive, it only appeals to skiing fans, although “I would like to have these snow pictures in there, but not related to sport”. However, one is “willing to have both spots running”.

main message of the spot
Main Message of the Spot

The spot is surprising, generally one would not have associated California with winter, however one does not feel addressed by it, it “is not interesting”, “it is no addition”. The spot shows “pressure, fun, fun, fun. Why can’t they go walking in the woods?”

new ad main message

Over the beach, “emphasizes the relaxation”

Board Meetings are assessed positively

The spot is “quite funny”

“It is sophisticated”

“It addresses various age groups”

The wine grower scenes are positively assessed


The beginning is too strenuous

Too much emphasize on sport

Too much emphasize on activities

The celebrities are unknown

Everything is missing, it could also be Switzerland or Nova Scotia

It shows nothing of California

One or two highlights are missing

It is exchangeable

The last picture could also be the Baltic Sea or North Sea

New Ad – Main Message
fits to california
Fits to California?

The new ad is altogether positively assessed.

It is said to be “better than the films”. It is

“closer, not jet-set like”, “more honest”, it doesn’t show “some beach beauties”.

What is especially liked is “the slight ironic text from the working environment, that is shown with different pictures”.

evaluation of the logo
Evaluation of the Logo

The logo is altogether positively assessed,

“yellow can stand for the sun and blue for the water and the ocean”, “it is not so massive”, “it is o.k., simple and touching”.

Negatively mentioned is that it “looks unfinished, looks like self-painted”, “something similar already exists, regarding the colors”, and the “writing is insignificant”.

known californian brands

Apple Computers




Jelly Belly

Gallo, Californian wine



Bill Gates



Minute Maid




Estee Lauder


Max Factor


Known Californian Brands