Post on 23-Jul-2016
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WELCOME TO
ACVB INDUSTRY BRIEFING
TOPIC: INTERNATIONAL TOURISM
VP, BUSINESS DEVELOPMENT AND CORPORATE EVENTS, MEMBERSHIP
AMY PATTERSON
ACVB
THANK YOU TO OUR SPONSORS
ACVB MEMBERSHIP TEAM
ANGELIQUÉ ALVAREZ ANDY HASKELL
AMY PATTERSON JASON MEANS
TONYA SHELLS
VICE PRESIDENT DIRECTOR
MANAGER, EVENTS ACCOUNT EXECUTIVE ADMINISTRATIVE ASSISTANT
PUBLIC AFFAIRS DIRECTOR
TONY CLARK
JIMMY CARTER LIBRARY AND THE CARTER CENTER
DIRECTOR, INTERNATIONAL TOURISM SALES
BRANDON BARNES
ACVB
• 1.2 Million Visitors in 2014
• +7% Over 2013
INTERNATIONAL VISITORS TO ATLANTA
Source: Tourism Economics
Country Visitors Growth (YoY)
1. Canada 393,000 1%
2. United Kingdom 95,000 4%
3. China 60,000 27%
4. Germany 54,000 0%
5. Brazil 54,000 16%
6. Mexico 50,000 3%
7. South Korea 48,000 9%
8. India 44,000 16%
9. Japan 36,000 0%
10. France 28 3%
TOP INBOUND MARKETS - 2014
Source: Tourism Economics
TOP COUNTRIES TO ATLANTA
GROWTH TRENDS
0
20
40
60
80
100
120
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Vis
ito
rs (
M)
United Kingdom
China
Germany
Brazil
Mexico
South Korea
India
Japan
France
Netherlands
ACVB INDUSTRY BRIEFING
QUESTIONS & ANSWER
VP, GLOBAL MARKETING & PARNTER PROGRAMS
KARYN GRUENBERG
BRAND USA
Brand USAAtlanta – MARKETING INTERNATIONALLYJuly 22, 2015
Brand USAStatement 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.
CREATE INNOVATIVE MARKETING
Promote the entirety of the USA to, through and
beyond the gateways
MARKET THE WELCOME
Inspire, inform, welcome and thank travelers
BUILD & MAINTAIN TRUST
Inclusive, proactive and transparent outreach; Integrity through words,
actions and results
ADD & CREATE VALUE
Pioneer cooperative marketing platforms and programs that
leverage the USA Brand
DRIVE RESULTSMaximize and optimize ROI:
Right messages, right channels, right markets, times and right investment levels
MISSION
Increase
incremental international
visitation, spend and
market share
to fuel our nation’s economy
and enhance the image of the
USA worldwide.
Strategic Foundation
16
100
million visitors by
2021
4.2% CAGR
3.4% CAGRForecaste
d by NTTO
Path to 100 Million Arrivals
0
5000
10000
15000
20000
25000
30000 Argentina
Australia
Brazil
Canada
Chile
China
Colombia
France
Germany
India
Indonesia
Ireland
Italy
Japan
Korea, Republic Of
Mexico
Netherlands
Russian Federation
Spain
Sweden
Switzerland
United Kingdom
Venezuela
18Source: Brand USA and NTTO
Path to 100 Million Arrivals
0
1000
2000
3000
4000
5000
6000Argentina
Australia
Brazil
Chile
China
Colombia
France
Germany
India
Italy
Japan
Korea, Republic Of
Netherlands
Spain
Sweden
United Kingdom
19Source: Brand USA and NTTO
We aim to
influence
travelers
to change
course
Age of Target Adult Population
9% 10% 7% 11% 6% 6%12%
5%11% 7% 9%
20% 19%15%
17%
13% 13%
19%
13%
19%15% 18%
19% 16%
15%
21%
14% 14%
16%
16%
17%
17%18%
18%13%
18%
16%
15% 18%
11%
14%
12%18%
18%
35%42% 45%
35%
52% 49%41%
52%40% 41% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20-24 25-34 35-44 45-54 55+
Source: United Nations
International Travel in Next 12 Months (Apr 2015)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20-24
25-34
35-44
45-54
55+
Source: Brand USA proprietary research conducted by ORC International
Visit U.S. in Next 2 Years (Apr 2015)Among international travelers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20-24
25-34
35-44
45-54
55+
Source: Brand USA proprietary research conducted by ORC International
Target Travel Cycle Phase
Dream
Consider
Activate
Attainment Aspiration
Global Consumer Footprint
Focused, Bigger, Bolder
Brand USA OriginalsGreat Outdoor Hub – Partner Packages
Target Markets: Australia, Canada, Germany, United Kingdom
● Dedicated content pages –translated for global implementation
● Photo of the Week promotion
● Homepage promotion
● Video production – new style!
● Social promotion –Facebook/Twitter posts focused in the core markets above
● Dedicated traffic generation –targeted to one country for optimal exposure
● Add-on traffic generation by country
Brand USA Originals
Brand USA OriginalsInspiration 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
Brand USA OriginalsDiscoverAmerica.com and GoUSA.cn
● 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 8+ million visits since
– 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
2016 Content & Social Plan
● Great outdoors
● Culinary
● Cities and towns
● Pop culture and entertainment
● Travel planning information
● Locally curated content
BBC: America Through Film
Brand USA OriginalsBrand USA + National Geographic Road Trips
● Brand USA trips with influencers travel to:
– Great Lakes (China)
– Pacific Northwest (Mexico)
– Gulf Coast (France)
– Vegas/Arizona/San Diego (Brazil)
– Millennial Train Project (India)
● National Geographic options include:
– Family Travel
– Culinary and Urban Experiences
– Off-the-beaten Path
2016 Social Initiative - Brand USA Road Trips
Brand USA OriginalsMulti-Channel Programs
Brand USA OriginalsMulti-Channel Programs Activation
Sojern Retargeting Results – Canada
● .44% CTR, 5x industry average
● 350K Flight searches
● 31,000 hotel searches – 4% conversion rate
Brand USA OriginalsGolfbreaks.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
Culinary Promotion
Culinary Social Campaigns
● 2014: nearly 31 million impressions with 570,944 engagements
● 2015-2016 more robust plan
Brand USA OriginalsChef Vignettes
● 18 vignettes airing on Food Network International this summer
● Adding 12 more vignettes for 2016, to air on Travel Channel International
● Destinations select chef, can use final vignette on owned channels
Brand USA OriginalsIn-Language Videos and Content Distribution
● In-language (not translated), featuring native speakers who customize content to the specific international audience’s point-of-view
● Available in 16 languages
● Brand USA partners receive rights to high-quality in-language content
● Content distribution via Outbrain, video distribution via Facebook and Rocket Fuel pre-roll of in-language video. Average video cost p/view of $.01-.03, 5 million partner views and counting
Brand USA OriginalsESPN “United States of Sports”
Brand USA Affinity ProgramsExpedia: Choose Your American Adventure
● Custom-built “BuzzFeed”-style quiz and sweepstakes
● Quiz promoted during 2-week window in up to 5 international markets
Brand USA Affinity ProgramsOrbitz Worldwide: Local Lens
● Experience destination like a local
● 1.5 – 2 minute video vignettes
● Videos focus on specific interests: food, culture, music and nightlife, entertainment, shopping and the outdoors
Market Specific Programs
0
500
1000
1500
2000
2500
3000
3500
4000
4500
5000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
UnitedKingdom
Japan
Brazil
Germany
• Forecasts indicate that China will soon be the number one source market for visitors to the United States
• An annual plan designed to take advantage of Brand USA’s expertise, resources and in-market initiatives
• Significantly extend marketing dollars while delivery maximum results
China Market
ChinaUSA Overseas Arrivals
AR
RIV
AL
S (
00
0’s
)
YEAR
China Market Entry
A Strategic Approach
MARKET ANALYSIS
STEP 1
MARKET ENTRY
STEP 2
MARKETING & BRANDING
STEP 3
Baseline Audit of
In-Market ProductCompetitor Analysis
Digital / Social
Assessment
Formulate Content &
Distribution Strategy
Education and
Training Programs
Wholesale / Retail
Product
Development
Digital / Social
Footprint
Optimize Content &
Distribution
Channels
Trade Media and
Public Relations
Cooperative
Marketing
Campaigns
Digital AdvertisingChina Ready
Programs
Brand USA Market SpecificChina Digital Networks
What Brand USA is doing in 2016
● China Mission – Feb 24- Mar 4, 2016
• 3 days Guangzhou, 3 days Beijing, 3 days Shanghai
● China MegaFam – TBD 2016
● China – USA Tourism Exchange Year
● Training
● Road Shows
● China Entry Program
● USA China Leadership Summit
● Consumer Campaigns
Brand USA Market SpecificVirgin Holidays
Brand USA Market SpecificSTA Travel
● 2016 Markets: UK, Germany, Switzerland, Austria, France, Australia, New Zealand, & Japan
● 2016 – Across the USA quarterly and annual marketing packages – focused on active travelers age 21-36
● 2015 YTD results: +22% passengers+17% accommodations in the USA
Brand USA Market SpecificSunrise/Flight Centre
Following the ‘Road Trip Across America’ campaign with Sunrise in FY15, bookings to the United States increased 22%
2016
● USA Week –5 key destination partners
– 2-3 locations per destination
– Host desk/weather team location
– Pre-produced packages
● Integrated advertising and promotion:
– Billboards
– Straps (branding placement)
– Yahoo7.com.au/sunrise
– On-air conversations and features
Distribution of press releases, A-roll and B-roll video releases reaching over 500,000 journalists
in 120 countries across 2,500 subscriber sites
MediaLIST
Brand USA OriginalsRed Robot Content Distribution
CONTENTCREATION
CONTENTUPLOAD
CONTENTDISTRIBUTION
MegaFam Trips FY15
March 2015
November 2014
May 2015
UK MegaFams
Australia MegaFams
Airline Co-op Marketing Opportunities
Partner Reporting Site
Thank You!
ACVB INDUSTRY BRIEFING
QUESTIONS & ANSWER
Product Manager- Southeast (GA, LA, SC)
RUBEN MORDAN
TOURICO
Your Preferred Global Distribution Partner
RECEPTIVE TOUR OPERATOR: IS A LOCAL
TOUR COMPANY THAT MANAGES
PRODUCTS AND SERVICES FOR INCOMING
VISITORS
• A $1 Billion company
• 20 Years in Business
• 30% Growth in 2014
• 4,500 clients across 100 different countries
• Travel products available in 140 countries
• 500+ employees across 29 offices
• 90 Million searches hit our system every day
This means 7%
of the worldwide
travelling
population is
searching our
systems
WH
OGlobal Reach, Local Presence
• 29 Locations across 5 continents
• 80 Sales & marketing professionals globally
Hotel Online Travel Agent
Our SpaceTourico Holidays contracts direct with the hotel or chain & brokers your
rooms at a wholesale price to a pre-qualified, global client base.
This means your rate receives
several mark-ups before
reaching the end consumer
and is usually packaged or
opaque ensuring rate integrity.
The Rate Journey
Hotel Tour Operator Travel Agent
HotelGlobal Distribution
PartnerTour
Operator
Travel Agent
Global Distribution Partner
Source Market Tour Operator
Online Travel Agent
• Length of stay
• Dynamic Rates
• Immediate impact
• Year round production
• Incremental business
• Base Builders
• Short and Long term
demand
• Market Specific
• Flexible
• Innovation
WH
YOur Landscape
WH
OGlobal ReachConnect today to:
Client Base:
4,500 clients across 100 countries
UK 142
Canada 126
Spain 116
Chile 27
Russia 39
Mexico
91
Israel 45
Italy 106
• 172 Million Searches
• 50 Hotels
• $1.6 M Net Rev. YTD
• 15K room nights an avg. 2.5 stay, 42 day LT
• 40% of bookings check in on Fri & Sat.
• Top Source countries: US, UK, Spain, India,
Brazil
• Pacing ahead by 10% YoY
• Top producing partners Delta, United, Chase
& BOA
• Newest Partner Sams Club
ATLANTA MARKET
Hartsfield Airport flights- 62% is through
Delta, Tourico Powers Points redemption site
Hartsfield Airport
HO
WPartnering Together to Drive
Volume
ADR
Need periods
• Various contract types
• Flexible terms
• Chain-level agreements
• Extranet & channel manager
compatible
Efficient distribution
Lets grow together!
ACVB INDUSTRY BRIEFING
QUESTIONS & ANSWER
MARKETING MANAGER
JACQUIE WANSLEY
WORLD OF COCA-COLA
hello
78
2015 International Co-Op Advertising Campaigns
Chinese Multi-Channel Campaign
• May to June
• Digital - Micro-site, themed content, TV spots, incentive giveaway, links to GoUSA.cn (Brand USA’s official site). 4 million combined impressions
• Print - Full page in 4-color glossy magazine with editorial content , digi version on GoUSA.cn & Brand USA’s social channels. 96,800 print impressions + thousands of digi views
• TV - One 10 min. segment dedicated-partner
content produced & broadcast on 30+ TV
channels across China. 220+ million viewers
• OOH - Dedicated 2 min. episodes, exposure
in 10 major subways during 2-wk period .
124+ million impressions
79
2015 International Co-Op Advertising Campaigns
German Multi-Channel Campaign
• July to August
• Digital - Co-branded banner ads driving traffic to dedicated landing pages on de.DiscoverAmerica.com. 12 million combined impressions, 1 million dedicated impressions
• Print – Full page in 4-color glossy magazine, editorial content, digi version on de.DiscoverAmerica.com & Facebook. 570k print impressions + thousands of digi guide views
• Email – Custom, opt-in qualified campaign. Two deployment, 250k each. 500k email impressions
• Trade activation - Meier’s WeltresisenTravel, Germany’s #1 long-haul tour operator. Print insert & digital driving readers to custom landing page. 95% of Germans book vacations through travel agents
thank you
ACVB INDUSTRY BRIEFING
QUESTIONS & ANSWER
DIRECTOR, MARKETING & BUISNESS DEVELOPMENT
LAUREN McNULTY
LENOX SQUARE AND SIMON PROPERTIES
AMERICA’S SHOPPING DESTINATIONS
PAGE 84
Simon Shopping DestinationsSimon Shopping Destinations are a select group of 114 world-class shopping
locations in the most dynamic markets in the United States, offering everything from
luxury to outlet shopping at designer, value and classic brands. At each of these
centers, we deliver an experience above the traditional offerings of our other
shopping destinations including:
• Online group reservations at traveltrade.simon.com
• Complimentary savings booklets, featuring hundreds of dollars in added value
discounts and special offers
• Shop & Stay packages
• Customized shopping packages and events
• VIP tour greeting service
• Designated motorcoach parking
Additionally, select locations also offer:
• Complimentary meal vouchers for group escort and motorcoach driver*
• Commissionable transportation*
• Bag and coat check *
• Currency exchange *
• Personal Shoppers*
PAGE 85
Why InternationalPrograms?• The percentage of international visitors at Lenox
Square has tripled in the last decade.
• Roughly 50% of our visitors are from outside the
MSA, 14% of which are International.
Tourism & Shopping:
• Our tourists have longer dwell times and visit a
larger number of stores, and are more likely to
visit department stores and sit-down restaurants.
• The average visitor spend is 23% higher than a
metro area resident.
PAGE 86
WelcomingInternational GuestsRetailer Preparation and Staff Education
• Identifying multi-lingual staff throughout the property
• Understanding client bases of the brands
• Keeping up to date with operator incentives, when available
• Educational programs and guest speakers for managers
In-market Public Relations Firms in the following markets:
• Mexico/Latin America/Brazil
• UK/Ireland
• Japan/Korea/Australia
• China
ACVB INDUSTRY BRIEFING
QUESTIONS & ANSWER
THANK YOU!
ENJOY THE TOUR!