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Destination Day. UK and Ireland January 25, 2009. Market Overview. UK market worth $55 billion supporting 88 million travellers* California’s top overseas market 830,000 visitors from the UK & Ireland $968 million annual spend YTD 2008 figures :

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Destination day

Destination Day

UK and Ireland

January 25, 2009


Market overview
Market Overview

  • UK market worth $55 billion supporting 88 million travellers*

  • California’s top overseas market

  • 830,000 visitors from the UK & Ireland

  • $968 million annual spend

  • YTD 2008 figures :

    • 10.9% increase UK (6.1% for UK visits to USA)

    • 38.9% increase Ireland

  • Consumer continues to desire, need and book a major holiday**

  • * Mintel

  • ** ABTA/FCO consumer report


Economic trends
Economic Trends

Global economic crisis – UK & Ireland not immune

Job losses and major retail names closing on the high street

Pessimistic media environment

But…

UK independent of Eurozone

Travel industry affected but not crippled

Holidays are the answer to doom and gloom

Eurozone destinations more expensive than ever

$ still seen as relatively good value versus £ but especially the Euro


Destination day

Price Waterhouse Coopers conducted consumer spending intention survey in March and November 2008:

Debt repayment rose to 1st place (20%) but large holidays sticking close by in 2nd (16%)

Short breaks dropped from 2nd to 8th place

Higher net worth and higher income families still believe buying a holiday is the top priority (Cultured Explorer demographic)

Over 65s are the most determined to prioritize holidays in 2009 with 27% putting holiday spend first, with only 15% focused on unsecured debt repayment (Silver Voyager demographic)

PCW Survey 2008


Market overview1
Market Overview intention survey in March and November 2008:

Strong early bookings for 2009/2010

Recession and high profile failure of the XL group has created a different trading environment

Consumers returning to tour operators for traditionally booked holidays

The major travel company campaigns for 2009 are much more price and offer led - added value, strong free-night offers

Operators and travel companies already looking to 2010/11 programmes and beyond

California’s main competitors are still targeting UK market

New Zealand $4.41m

Australia $5.21m


New research advertising roi

1.3% intention survey in March and November 2008: incremental travel produced

1.8% incremental travel will be produced including trip planners

$500 million dollars in incremental travel revenue already

$670 million after those who are planning to visit do so

$130 in travel spend returned for every dollar spent

$8 in tax revenue returned for every dollar spent

New Research: Advertising ROI

Source: SMARI post campaign ROI study Dec 2008


New research times results
New Research: Times Results intention survey in March and November 2008:

  • Four-month partnership with the Times featuring 7 advertorials and engaging and informative micro site

    Online

  • 48,559 unique users

  • 2,302,707 impressions

  • 9,405 competition entries

    Tracking

  • 37% of Times readers aware of advertising

  • 50% increase in positive awareness of CA attributes

  • 50% more likely to look for information on travel to CA

    Recommendations

  • Continue and expand activity for 2009/10

  • Cost effective way of increasing awareness (rose to 71% overall)

  • Allows for deeper and more targeted messaging than TV

  • Look to target future partnerships more effectively


Destination day

New Research: Target Markets intention survey in March and November 2008:

  • Employed TGI consumer database of 16,000 to draw key target markets

  • Unlike family market these were most likely to cope better with economic downturn

  • Silver Voyagers

  • ABC1 45+. Older, more settled and conservative travelers

  • Consume TV, press and magazine advertising

  • Seeing the sites, touring, relaxing, golf and spa

  • Cultured Explorers

  • ABC1 25-45. Young, ambitious travelers

  • Watch very little TV but consume outdoor, press and online

  • City breaks, adventure activities and off the beaten track


Destination day

Places I’d like to visit - ever intention survey in March and November 2008:

Places I’d like to visit – medium term

Places I can visit this year

Deal hunting

Booking

Inspiration

Information

Action

2008-2009 Strategy

  • Build on last year’s success and awareness

  • Touch the consumer at each point during the purchase journey

  • Use integrated communications and multi-layered channels to create desire, understanding and to overcome common barriers to travel

3--6 month process

TV

Outdoor

Press Partnerships

visitcalifornia.co.uk

PR/Communications

Press Partnerships

BA Partnership

Trade Activity


Destination day

2009-2010 Marketing Plans intention survey in March and November 2008:

UK & Ireland


2009 10 brand strategy

Strategy intention survey in March and November 2008:

Strong results and excellent ROI suggest that our strategy is right for this market

Resilient UK market still profitable

Shift focus due to economic climate

Look to change/refresh key creative for 3rd year cycle

Inspire

TV versus other media

Test and use refreshed TV creative

Migrate to more localized print campaign

Inform

Continue press partnership model in light of strong results

Use reduced advertiser spend to leverage more editorial

Act

Look to partner with the trade to push sales

Extend BA partnership across other media channels

Develop CRM to use growing database

2009/10 Brand Strategy


Brand strategy
Brand Strategy intention survey in March and November 2008:

  • Years 1 & 2 have seen activity aimed primarily at spring & summer markets

  • Fall & winter market 39%

  • Exchange rate & falling brand count means funds are available for 2nd burst of activity

    • Ski and non-ski

    • Press activity highlighting California’s winter sun

    • CRM activity aimed at long lead family market

      Irish market

  • Radio campaign with trade partners

  • Establish PPC campaign during key months

    Niche Markets

  • Luxury, Golf, LGBT


Technology strategy

Technology intention survey in March and November 2008:

Online elements to support consumer, trade and media initiatives

CMS upgrade

SEO to reduce PPC spend

Travel Trade

Banner advertising and enhanced online agent listing, easy-to-use online Trade Portal

Media

Interactive media resource portal

Consumer

Online competitions to drive data collection, downloadable itineraries to promote California diversity, Events Calendar

Web Site development

Review existing Web site to ensure compliance with design, quality and technical standards

Technology Strategy


Communications strategy
Communications Strategy intention survey in March and November 2008:

  • Cultured Explorers

  • Online sites – national press sites in excess of 20 million unique users

  • Cooler opinion forming titles

    • Insider’s guide to California with A Hedonist’s Guide to…

    • Travel Blueprint – California feature in Wanderlust

  • Silver Voyagers

  • Radio promotions

  • Female lifestyle magazines

    • Reader event with House & Garden at Vogue House

2009

2010

Q2

Q3

Q4

Q1

Q2

Q1

Classic FM promotion

Good Housekeeping subscription offer

Ski group trip

Off the Beaten Track group trip

Urban California – Guardian Unlimited

House and Garden reader event

Hedonist’s Guide to…California

Wanderlust – Travel Blueprint


Travel trade strategy
Travel Trade Strategy intention survey in March and November 2008:

UK Trade

Continue to complement brand activity and push sales

Higher level of product awareness with product managers/decision makers

Higher level destination knowledge at booker level

Develop marketing tools that assist the UK trade to sell California

California Trade

Ensure that California is competitive versus other major destinations

Ensure the CA industry is educated of the benefits and opportunities of understanding and working closely with the UK market

Target audiences

Silver Voyagers

Premium Families

Cultured Explorers

All sectors of the UK & Irish travel trade


Travel trade strategy key elements
Travel Trade Strategy: intention survey in March and November 2008:Key Elements

Consumer

3-4 trade co-op campaigns with key operators to reach Silver Voyager and Premium Families

Target activities to audience

brochure inserts for Silver Voyagers or direct mail activities for Premium Families

Greater trade activity and call to action on UK Web site

offers, trade adverts, more direct links to purchasable product

Expand program of consumer shows

Trade

Enhance trade section of UK Web site to create greater B2B interaction

online image libraries, communication tools, brochure wordings

Develop familiarization programme to include CA industry education seminars and B2B activities

Build on redeveloped online training programme to add new modules and content

Greater trade press activities including incentives and collateral distribution


Partnering with cttc uk

California’s largest market and growing ensures strong ROI intention survey in March and November 2008:

Competitive landscape needs attention

Dedicated California Office & full service agency

Marketing Program Planner (MPP) at tourism.visitcalifornia.com/mpp or individual contracting

Travel Trade

Opportunities exist to take part in full trade representation

2010 Sales and Media Mission - April 2010

Three-day market place program in UK & Ireland

One-on-one appointments with product managers

Media networking event with key journalists and travel editors

All key UK trade and media pre-PowWow

2009 SuperFam - September 2009

Following the success of inaugural program with British Airways already confirmed

Opportunities to host up to 15 agents

Opportunities to pitch for finale event

Partnering with CTTC UK


Partnering with cttc uk1

2009 WTM and VIP Event, November 8-12 intention survey in March and November 2008:

Delegate space at the UK’s largest travel trade event

Larger stand creates space for 22 delegates

Be part of the California VIP Film Premiere on Sunday prior the WTM attended by150 key UK/Irish trade and media

Full management, hosting and support offered by CTTC and UK office

Group Fams

2 product fams a year opportunities to host key trade

Geographically or themed (ski, luxury, culinary)

Market Intelligence

Brochure analysis

Weekly, monthly reporting

Collateral Distribution

Brochures and travel planers at trade and consumer shows

Available to the public

Image and content supply and management

Partnering with CTTC UK


Partnering with cttc uk2

Communications intention survey in March and November 2008:

2 themed group press trips per year

2010 Sales and Media Mission - April

Full pro-active PR representation

Consumer & Technology

Presence on visitcalifornia.co.uk

Enhanced content

Creation of hot spots and banner advertising on consumer and trade portals

Full creative services for UK programs

Partnering with CTTC UK