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!