2017 INTERNATIONAL MARKETING OPPORTUNITIES Medi… · $2 million international marketing budget,...
Transcript of 2017 INTERNATIONAL MARKETING OPPORTUNITIES Medi… · $2 million international marketing budget,...
2017 INTERNATIONAL MARKETING OPPORTUNITIES
CapitalRegionUSA.org An integrated program
with powerful exposure!
Marketing theCAPITAL REGION
WHAT IS CAPITAL REGION USA?CAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority.
THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY.
CAPITAL REGION VISITOR INSIGHTSOverseas visitors stay longer and spend more money in the Capital Region than visitors from the US. In 2015, preliminary estimates indicate that a record 2.45 million overseas travelers visited the Capital Region USA (an increase of 3% over the previous year).
9 NIGHTS typical trip duration
(2014)
2.45 MILLION overseas travelers (2015). Grew by 3% in 2015
$1.9 BILLION spent on hotels, meals, shopping, attractions, and other goods and
services (2014)
35,000 JOBS generated
throughout the Capital Region (2014)
0
500
1000
1500
2000
2500
1,301 1,409 1,365 1,4571,749 1,853
2,030 2,175 2,113 2,0502,340 2,378 2,448
P2015R201420142013201220112010200920082007200620052004
OVERSEAS VISITORS TO CRUSA TREND
IN TH
OUSA
NDS
Capital Region USA Marketing Opportunities 1
BRAZIL
CHINA
GERMANYUK
FRANCE
TOP MARKETS OF OPPORTUNITY
2014 ARRIVALS BY WORLD REGION
OTHER
WESTERN EUROPE
ASIA
SOUTH AMERICA
MIDDLE EAST
EASTERN EUROPE
OCEANIA11%
40%
28%
7%
5%
4%5%
2015 PROJECTED OVERSEAS ARRIVALS TO CRUSA
COUNTRY OF RESIDENCE ARRIVALS (PROJECTED)
CHINA 300,000 (+15%)
UNITED KINGDOM 278,000 (+3%)
GERMANY 183,000 (+1%)
FRANCE 130,000 (-2%)
BRAZIL 74,000 (-20%)
TOTAL OVERSEAS 2,448,000 (+3%)
Data source: Travel Market Insights, Inc.
Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA’s integrated marketing program. Our integrated program makes it easy to leverage CRUSA’s
$2 million international marketing budget, bringing MORE OVERSEAS VISITORS to your business.
PRINT 80,000 print travel guides in five
languages for distribution to overseas consumers and the travel trade
MEDIA & SALES Generate an earned media value of at
least $16 million from public relations activities and 35 hosted group and individual media visits
In-country sales and media representatives dedicated to promoting the Capital Region in their respective markets
ONLINE Newly launched responsive-design
website in eight languages, generating at least 500,000 unique visits
Social media outreach to 67,000+ followers on Facebook, Instagram and Weibo
An enewsletter program that drives nearly 4,000 visitors to the CRUSA website and hundreds to partners’ websites
PARTNERSHIPS Partnerships with Brand USA
2 Capital Region USA: Washington, DC Maryland Virginia
CRUSA’S $2 MILLION INTERNATIONAL CAMPAIGN
IN-COUNTRY SALES & MEDIA REPRESENTATIVES Dedicated to promoting the Capital
Region in their respective markets
2017 IPW Destination
Host
GUIDE
HOLIDAY
2016/2017
CapitalRegionUSA.co.uk
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
2016/2017
CapitalRegionUSA.com.br
WASHINGTON, DC ■ MARYLAND ■ VIRGÍNIA
REGIÃO DACAPITAL DOS EUA
2017
2016
CapitalRegionUSA.cn
华盛顿特区 ■ 马里兰州 ■ 弗吉尼亚州
美国首都地区2016/2017
fr.CapitalRegionUSA.org
WASHINGTON, DC ■ MARYLAND ■ VIRGINIE
RÉGION DE LACAPITALE DES ÉTATS-UNIS
2017
2016
CapitalRegionUSA.de
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
TRADE MARKETING Four overseas sales missions, 20
trade familiarization tours, 500 sales calls and 60 product training sessions for travel professionals in all markets
Co-op consumer marketing campaigns with at least 15 overseas tour operators, in partnership with Brand USA and the Metropolitan Washington Airports Authority; Goal: 50,000 room nights booked
Capital Region USA Marketing Opportunities 3
VTC MARKETING-LEVERAGE PROGRAM Reimbursable matching funds program
Two levels of funding up to $10,000 ($1:$1 match) and up to $50,000 ($1 VTC: $2 Partners match)
Requires a minimum of three Virginia financial partners, with one lead partner being from Virginia (regional programs encouraged)
Visit vatc.org and click on grants for details
MOTD DMO COOPERATIVE GRANT PROGRAM Reimbursable
Allocated to Maryland DMOs
100% reimbursable for CRUSA overseas initiatives
The Virginia Tourism Corporation and the Maryland Office of Tourism offer grant programs to assist you in your overseas marketing efforts.
GrantOPPORTUNITIES
4 Capital Region USA: Washington, DC Maryland Virginia
CRUSATRAVEL GUIDES
THE GO-TO GUIDES FOR INTERNATIONAL VISITORS TO WASHINGTON, DC, MARYLAND & VIRGINIA
INFLUENTIAL CONTENTExpert travel writers have created im-mersive, authoritative content covering a full range of vacation experiences in the region. Editorial content is paired with a modern, photo-rich design that powerfully reflects the region’s beauty, energy and sophistication.
A regional overview highlighting major draws for each destination
Fun list-style features highlighting top things to do across all interests
Coverage of outdoor recreation, cities, towns, day trips and road trips
Travel and transportation information geared to visitors
Custom maps and illustrations to orient visitors
GUIDE DISTRIBUTION The official fulfillment piece for Capital Region USA, distributed to consumers, tour operators, travel agents and media in the United Kingdom, Germany, China, Brazil and France.
Available in electronic format at CapitalRegionUSA.org
CRUSA Travel Guide distribution is managed by Capital Region USA’s overseas PR and sales representatives in the United Kingdom, Germany, China, Brazil and France, who are in constant contact with journalists, tour operators, travel agents and consumers. Keep them up-to-date on your new products and services. Visit crusa.org for contact information.
GUIDES ARE FULLY TRANSLATED IN German
UK English
Portuguese
French
Chinese
Capital Region USA’s 2017 travel guides will offer inspiring, informative content in a convenient digest-sized format. A series of themed features capture the area’s rich culture and diverse landscape.
UK ENGLISH25K
PORTUGUESE10k
FRENCH10k
CHINESE10K
GERMAN25K
45K+eBookVisits
2016/2017
CapitalRegionUSA.com.br
WASHINGTON, DC ■ MARYLAND ■ VIRGÍNIA
REGIÃO DACAPITAL DOS EUA
2017
2016
CapitalRegionUSA.cn
华盛顿特区 ■ 马里兰州 ■ 弗吉尼亚州
美国首都地区
2016/2017
fr.CapitalRegionUSA.org
WASHINGTON, DC ■ MARYLAND ■ VIRGINIE
RÉGION DE LACAPITALE DES ÉTATS-UNIS
2017
2016
CapitalRegionUSA.de
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
All full-page participants also receive a featured post
on CRUSA’s social media sites, which
have more than 67,000 subscribers!
GUIDE
HOLIDAY
2016/2017
CapitalRegionUSA.co.uk
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
80kAnnualCopies
Capital Region USA Marketing Opportunities 5
An IntegratedELECTRONIC PROGRAM
WEBSITE ADVERTISING EMAIL MARKETINGAll CRUSA participants also receive exposure on the new CapitalRegion USA.org, which is designed to inspire international travel and assist with practical trip-planning informa-tion, as well as provide promotion and refer-rals for our partners.
WEBSITE FEATURES The brand-new site features
engaging design with large, experiential photography and highly visual content
Premium ad space alongside fresh new content, including robust landing pages
Boosted social media integration with embedded Facebook feeds and “Share This” technology
More prominent calls to action for email sign-ups, guide orders and more
All CRUSA participants also receive exposure in CRUSA’s newly redesigned international email program.
EMAIL PROGRAM HIGHLIGHTS Seven themed emails a years
Immersive photography
Fresh, timely features
Event highlights
Deals & offers
Guide order promos
SPOTLIGHT FEATURES
PREMIUM BANNER ADS
FEATURED PARTNER BANNER ADS
300 X 100
300 X 250
33% INCREASE in unique visitors to the website in 2015/2016.
That’s more than 144,000 new users!
19.5%eNews
Open Rate
4,300Deal
Clicks
6 Capital Region USA: Washington, DC Maryland Virginia
Rates for Integrated CRUSAPRINT & ELECTRONIC PROGRAM
RATES, PACKAGES & DEADLINES
AD SIZEENGLISH
& GERMANONLY
WITH PORTUGUESE,
FRENCH & CHINESE
CAPITALREGIONUSA.ORG
CRUSA WEB/EMAIL
ARTICLE
CRUSA BI-MONTHLY
CRUSA SOCIAL MEDIA
2-PAGE SPREAD
$17,250 $23,950
Year-round rotating homepage exposure + 12 months interior 300x250 banner with placement on applicable destination landing page + 12 months featured deals with priority listing (can update 4x per year)
Spotlight Feature Article
appears on CRUSA
website for 12 months
1 Spotlight Feature
1 Premium
Banner Ad
Featured post on 3 of CRUSA’s
social media accounts — Facebook, Instagram and Weibo
PREMIUM FULL PAGE
$10,995 $14,995
Year-round rotating homepage exposure + 12 months interior 300x250 banner with placement on applicable destination landing page + 12 months featured deals with priority listing (can update 4x per year)
Spotlight Feature Article
appears on CRUSA
website for 12 months
1 Spotlight Feature
1 Premium
Banner Ad
Featured post on 2 of CRUSA’s
social media accounts
STANDARD FULL PAGE
$9,690 $13,490
Year-round rotating homepage exposure + 12 months interior 300x250 banner with placement on applicable destination landing page + 12 months featured deals with priority listing (can update 4x per year)
Spotlight Feature Article
appears on CRUSA
website for 12 months
1 Spotlight Feature
1 Featured Partner Banner
Featured post on 1 of CRUSA’s
social media accounts
HALF PAGE $5,790 $7,990
6-month 300x100 banner (appears on destination landing page and interior pages) + 6 months featured deals with priority listing (can update 2x per year)
2 Featured Partner Banners
QUARTER PAGE
$2,895 $3,995
3 month 300x100 banner (appears on interior pages) + 3 months featured deal with priority listing
1 Featured Partner Banner
SALES CLOSE: 8/26/16 MATERIALS DEADLINE: 9/7/16 IN MARKET: 1/24/17
Capital Region USA Marketing Opportunities 7
Brand USAOPPORTUNITIES
IN-COUNTRY MULTI-CHANNEL PROGRAM
Brand USA is the official destination marketing organization for the United States, dedicated to increas-ing incremental international visitation to the US.
By working together with Brand USA and Capital Region USA, industry partners can extend their messaging and engagement among global travelers in the primary target markets of China, UK, Germany, France and Brazil. Brand USA Originals marketing programs and platforms are developed to deliver an array of marketing options to increase awareness, visitation and spend.
BRAND USA’S GLOBAL WEBSITESVisitTheUSA.com and GoUSA.cn are Brand USA’s in-language websites designed to inspire international visitors and travel influencers to choose US travel destinations and experiences. From content on City Pages to sharing the best of a destination through Experience Pages, international travelers will learn more about your destination.
VIDEO SERVICESBrand USA’s newly expanded Video Services include creating and distributing engaging video content about your destination to help you increase consumer engagement across more distribution channels and help deliver your story to targeted international audiences. Choose from Native Traveler, Thematic, Destination-At-A-Glance and Matador.
Brand USA’s official Multi-Channel Program delivers an extraordinary 3-to-1 value compared to partners creating their own targeted international campaigns. Using robust digital, print, social and video storytelling, as well as a results-driven activation campaign, targeted messages reach international travelers via the media they consume most at a time when they’re most likely to be planning and booking vacations to the US.
2017 MULTI-CHANNEL OPPORTUNITIESUK WINTER (JAN/FEB 2017) FRANCE WINTER (JAN/FEB 2017) GERMANY SPRING (APRIL/MAY 2017) BRAZIL SPRING (APRIL/MAY 2017) AN INTEGRATED, TURNKEY APPROACH WITH MULTIPLE COMPONENTS: Print & Digital eBook – Beautiful,
magazine-style insert into major publications as well as an eBook
Digital Banner campaign using Google Display Network’s “Travel Enthusiast” Model
Traffic generation - Guaranteed traffic via partners Outbrain and Taboola Expedia activation and opportunity for hotels to be included • UK Winter 2016 Results: 6,943 room nights booked
in the Capital Region during and 30 days post campaign! Investments between $5k–25k
CHINA SPRING 2017 (MAY–JUNE) INCLUDES BROADER REACH COMPONENTS INCLUDING: Print & Digital eBook Digital & Social campaign sub-site and social driving to site Television episodes: 5- to 25-min. segments to be shown on 31 Chinese
stations Out of Home: Metro and Bus 2-min. video vignettes Investment between $5k-$21k
Coming Soon:New
VisitTheUSA sites are launching!
For more information, contact Julie Armstrong: 804-467-1464 and [email protected].
8 Capital Region USA: Washington, DC Maryland Virginia
AdditionalOPPORTUNITIES
CRUSA’S OVERSEAS REPRESENTATIVESCRUSA’s overseas PR and sales representatives in the United Kingdom, Germany, China, Brazil and France are in constant contact with jour-nalists, tour operators, travel agents and consumers. Keep them up to date on your new products and services. Please visit crusa.org for contact information.
CONSUMER PROMOTIONS WITH TOUR OPERATORSCRUSA will create cooperative consumer marketing campaigns with selected overseas tour operators to increase room-night bookings to DC, Virginia and Maryland. Opportunities exist for DMO and supplier partners to join these campaigns to promote individual destina-tions and products under the CRUSA umbrella.
BENEFITS Promote your destination to consumers
via our tour-operator partners
Drive room-night bookings to your destination
Booking figures provided to each partner in October 2017
DATES: Campaigns begin winter/spring 2016/17; details will be available November 2016
COST: $1,500–$3,000 per partner/campaign
FAMILIARIZATION TOURSCapital Region USA and its partners host approximately 45 familiar-ization tours each year for journalists, tour operators and travel agents from our target overseas markets to showcase our destination’s travel assets. For 2017, our key promotional themes will be: wine, brewer-ies and culinary, scenic byways, small towns, shopping, adventure/sports, music, urban adventure and LGBT. Ongoing opportunities exist for destinations, hotels and attractions to work with CRUSA to support the individual itineraries. Let us know if you would like to host these important clients!
Capital Region USA Marketing Opportunities 9
SALES MISSIONSJoin a CRUSA sales mission and sell your destination or product directly to our most important tour operators, travel agents and media contacts. Mission formats vary by market but typically include personal sales calls, private client events and training opportunities. All missions are organized and led by CRUSA’s representatives in each market.
BENEFITS Meet important tour-operator product managers and/or media
Train tour-operator reservations and sales teams about your product
Get to know CRUSA’s overseas sales and public relations representatives
Sales-lead report following each mission
Pitch story ideas to key print/digital media contacts
COST: Please see pricing below, costs do not include travel expenses.
2015 OVERSEAS RESEARCH KITLet CRUSA’s research help inform your overseas marketing strategy! Learn about visitor arrivals, spending, trip purpose, length of stay, visitor characteristics and more for overseas travelers to the Capital Region.
THE KIT INCLUDES Overseas summary report
5 individual country reports for China, the UK, Germany, Brazil and France
NEW! 3 individual country reports for Australia, South Korea and India
COST: FREE to suppliers participating in any CRUSA or Miles cooperative-marketing activity
$1,000 for all other partners
To participate in CRUSA’s Sales & Marketing Opportunities, contact Kimberly Petersen, CRUSA marketing manager, at 804-562-0168 and [email protected], or complete the online registration form at:
CapitalRegionUSA.org/info/international-cooperative-marketing-registration.
Mission details are subject to change. Visit crusa.org for the latest schedule.
CRUSA FY 2017 SALES MISSION SCHEDULEMARKET DATE PRIMARY AUDIENCE PARTICIPATION LIMIT REGISTRATION DEADLINE COST
FRANCE October 23–29, 2016 Tour Operators 2 partners September 16, 2016 $3,000
ENGLAND December 4–10, 2016 Tour Operators & Media 4 partners October 21, 2016 $3,000
CHINA March 26–April 1, 2017 Tour Operators & Media 7 partners February 17, 2017 $3,500
BRAZIL TBD Tour Operators 4 partners TBD $3,000
Data source: U.S. Dept. of Commerce Survey of International Air Travelers
ProgramAT–A–GLANCE
WHAT YOU NEED TO KNOWCAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority.
THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY.
REACH MORE THAN 2.3 MILLION OVERSEAS TRAVELERS THROUGH PRINT, WEB & EMAIL PROGRAMING
GUIDE
HOLIDAY
2016/2017
CapitalRegionUSA.co.uk
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
2016/2017
CapitalRegionUSA.com.br
WASHINGTON, DC ■ MARYLAND ■ VIRGÍNIA
REGIÃO DACAPITAL DOS EUA
2017
2016
CapitalRegionUSA.cn
华盛顿特区 ■ 马里兰州 ■ 弗吉尼亚州
美国首都地区2016/2017
fr.CapitalRegionUSA.org
WASHINGTON, DC ■ MARYLAND ■ VIRGINIE
RÉGION DE LACAPITALE DES ÉTATS-UNIS
2017
2016
CapitalRegionUSA.de
WASHINGTON, DC ■ MARYLAND ■ VIRGINIA
CAPITALREGION USA
WEB
46k+International
Subscribers
PRINT EMAIL
577k+Unique Visitors
in 2015/2016
714New Enews
Sign Ups
CARLY STEDMANPhone: 202-681-8169
Email: [email protected]
Travel Media Sales & Marketing Executive
TO PARTICIPATE IN THE 2017 PROGRAM, CONTACT CARLY STEDMAN:
80kAnnualCopies
45k+eBookVisits
563k+TotalReach
German – 25kUK English – 25kPortuguese – 10kFrench – 10kChinese – 10k
Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA’s integrated marketing program. Our
integrated program makes it easy to leverage CRUSA’s
$2 million international marketing budget, bringing MORE OVERSEAS VISITORS
to your business.
350k+SEM
Clicks