Brand USA - U.S. Travel's ESTO | Innovate. Integrate. … • Chicago Northwest • Chicago's North...
Transcript of Brand USA - U.S. Travel's ESTO | Innovate. Integrate. … • Chicago Northwest • Chicago's North...
● 2016 Objectives
● Market Planning & Prioritization
– (Q and A)
● Partner Programs
– (Q and A)
● Update on the Big Screen Film
Accor North America • Air Berlin • Air Canada • Air New Zealand • Alabama Tourism Department • Alaska Travel Industry Association • Alton Regional Convention & Visitors Bureau • Amalfi Hotel Chicago (part of Hostmark) • America As You Like It • America Unlimited GmbH • American Express International • Anaheim Orange County Visitor & Convention Bureau • Andar de Viaje • Anderson Retail Tourism • Annapolis & Anne Arundel County Conference & Visitors Bureau • Archers Direct/CosmosAir • Arizona Office of Tourism • Arkansas Parks & Tourism • Asheville CVB • Ashford Hospitality Trust LP • Asiana Airline Inflight TRIAD IBS • Aspen Snowmass • Atlanta CVB • ATM (Trade Show) • Auckland International Airport • Austin Convention & Visitors Bureau • AviaReps Marketing Garden • Avis Budget Car Rental • Baxter Travel Media • Bay Area Houston Convention & Visitors Bureau • Best Western • Beverly Hills Conference & Visitors Bureau • BIT (Trade Show) • Bloomington CVB • Bowling Green, KY • Bradenton Area Convention & Visitors Bureau • Branson Convention & Visitors Bureau • BS Fuji • Buffalo Niagara Convention & Visitors Bureau • Caesars Entertainment • California Academy of Sciences • Canada Reise Dienst • Cape Cod Chamber of Commerce • Capital Region USA • Carlson Hotels • Catskill Association for Tourism Services • Central Oregon Visitors Association • Central New York Vacation Region • CenterState Corporation for Economic Opportunity • Champaign County Convention & Visitors Bureau (ILC) • Charleston
Area Convention & Visitors Bureau • Chicago Northwest • Chicago's North Shore • CVB (ILC) • Chickasaw Nation • Choice Hotels International • Choose Chicago • Chicago Office of Tourism & Culture • Cincinnati Convention & Visitors Bureau • Cirque du Soleil • CITM (Trade Show) CityPass, Inc. Clackamas County Tourism & Cultural Affairs • Cleveland Convention & Visitors Bureau • Cleverdis • Colorado Ski Country • Colorado Springs Colorado Tourism Office • Connect Worldwide International Inc. • Convention News Television • Corning Museum of Glass • Cosmopolitan Las Vegas • Cruisenation.com • Dallas Convention & Visitors Bureau • Delaware Tourism Office (Delaware Economic Development Office) • Denver Convention & Visitors Bureau • Destination DC Destination Marketing Association International • Destination Gettysburg • Detroit Metro Convention & Visitors Bureau • Discover New England • Discover Palm Beach County • Disney Diversity Tourism • DonohoeHospitality • DupageConvention & Visitor's Bureau (ILC) • Durango Area Tourism Office • EconoLodge Times Square • Eden Roc Miami Beach • Empire Hotel • Enfoque del Café • Enterprise Holdings, LLC • enVision Hotel • ES Tour ESPN • Expedia • Experience Arlington • Explore Minnesota • Fairbanks Convention & Visitors Bureau • Fairmont Hotels and Resorts • Finger Lakes Regional Tourism Alliance • Finger Lakes Visitors Connection • FITUR • Flagler County Chamber of Commerce Visitor's Center • Flexible Trips Flight Centre UK Limited • Florida's Space
Coast • Fort Worth Convention and Visitors Bureau • Fredericksburg, VA • G Adventures • General Growth Services • Georgia Department of Economic Development - Tourism Division • Gettysburg Travel • Grand Canyon Railway • Great River Road Illinois (Macomb) • Great Rivers Country • Greater Columbus Convention & Visitors Bureau • Greater Fort Lauderdale Convention & Visitors Bureau • Greater Miami Convention & Visitors Bureau • Greater Palm Springs Convention & Visitors Bureau Greater Philadelphia Tourism Marketing Corporation (GPTMC) • Greater Phoenix Convention & Visitors Bureau • Greater Pittsburgh Convention & Visitors Bureau • Guam Visitors Bureau • H.I.S. Co., LTD. • Hana Tour • Harrisonburg TVS • Hawaii Tourism Authority • Hawaii Visitors and Convention Bureau • Hayes and Jarvis • Hershey Harrisburg Regional Visitors Bureau • Hertz Global Holdings, Inc. • Hilton Head CVB • Hilton Worldwide • Houma Area Convention & Visitors Bureau • House and Garden • Howard County Tourism & Promotion • Iceland Air Scandinavia • Idaho Department of Commerce • IFTM Top Resa• Illinois Office of Tourism • Indiana Office of Tourism • Intercontinental The Barclay New York • International Media Organizations (IMO) • Intrepid Travel • Iowa Tourism Office • ITB (Trade Shows) • Jackson Hole Mountain Resort • JalpakCo., Ltd. • Japan Airlines Co. Inc. (JAL) • Jay Peak Resort • Jekyll Island Authority (GA) • Jetline Travel • JTB World Vacations • Kansas City Convention & Visitors Association • Kansas
Department of Wildlife, Parks & Tourism • Kentucky Department of Travel & Tourism • Kiawah Island Golf Resort • Kinki Nippon Tourist Co., Ltd. • KLM Royal Dutch Airlines (Finland) • KuoniReisen AG • Kwik Travel • Lafayette Convention & Visitors Commission • Lake Charles Convention & Visitors Bureau • Lake Havasu Tourism Bureau • Lakes Region Tourism Association • Lake Tahoe Visitors Authority • Land of Lincoln Regional Tourism Development Office • Las Vegas Convention & Visitors Authority • LEDTV • Lee County (Ft. Myers) • Let's Travel Magazine • Liftopia • LimeTree Media • Little Rock • Los Angeles Tourism & Convention Board • Louisiana Office of Tourism • LVH Hotel Las Vegas • MacGillivray Freeman Films Macon, GA • Macy's Maine Office of Tourism • Mall of America • Mammoth Lakes Tourism • Mammoth Mountain Ski Area • Marianas Visitors Authority • Marriott International, Inc. • Martin County • Maryland Office of Tourism • Massachusetts Office of Travel and Tourism • Maui Convention & Visitors Bureau • Memphis Convention & Visitors Bureau • MGM Mirage Las Vegas • MGM Resorts • Michigan Economic Development Corporation; • Michigan Tourism Commission • Mississippi River Country USA • Missouri Division of Tourism, Department of Economic Development • Mode Tour • Modern Management Services, LLC • Monterey County Convention & Visitors Bureau • Mundo Turistico • Myrtle Beach Area Convention and Visitors Bureau • Myrtle Beach Golf Holiday • Nashville
Convention & Visitors Corp. • National Football League (NFL) • National Geographic • National September 11 Memorial & Museum • National Tour Association (NTA) • NBC Universal • Nevada Department of Tourism & Cultural Affairs • New England Inns & Resorts Association • New Hampshire Division of Travel & Tourism Development • New Mexico Department of Tourrism • New Orleans Convention & Visitors Bureau • New York State • Nippon Travel Agency Co., LTD • North America Travel • North Carolina Division of Tourism • North Dakota Department of Commerce • North of Boston Convention & Visitors Bureau • Novak Birch NYC & Co • Ocean USA • Ohio Office of Tourism • Oklahoma Tourism & Recreation • Oneida County Tourism • Orange County Visitors Association • OrbitzWorldwide • Oregon Tourism Commission • Orlando Flex Ticket • Osceola County DTD/Kissimmee • Outdoor Revolution Ltd. • PapillonPasadena CVB • Pennsylvania Tourism Office • Philadelphia Convention & Visitors Bureau • PhoCusWright • Phoenix International Publishing, LLC • Plymouth County CVB • PM Publishing Solutions • Pocono Mountains Visitors Bureau • Pontiac, IL • Preferred Hotel Group • Premium Outlets • Prince William County & Manassas Convention and Visitors Bureau • Puerto Rico Tourism Company • Qantas Airways • Qatar Airways • Quad Cities CVB (ILC) • R&C Tours Co. Ltd. • Raleigh CVB • Readers Digest • Red Lion Anaheim Maingate • Red Roof Inns, Inc • Redding, CA • Reservationsystem.com/Bookit.com • Rhythms of the South • Richmond CVB •
ROAD ABC Media • Rockford Area CVB (ILC) • Rocky Mountain International• SAG/AFTRA • San Diego CVB • San Diego International Airport • San Francisco Cruises • San Francisco Travel • San Juan Islands Visitors Bureau • San Marcos Convention & Visitors Bureau • Santa Barbara CVB • Santa Cruz County Conference and Visitors Council • Santa Monica Convention and Visitors Bureau • Saratoga County Chamber • SATTE (Trade Show) • Scenic Tours • Scottsdale Convention & Visitors Bureau • Seattle Convention & Visitors Bureau • SeaWorld Parks & Entertainment, Inc. • Shasta Cascade Wonderland Assoc. • Shenandoah Valley Travel Association • Ski Vermont • Societa Geografica Italiana • Sonoma County • South Carolina Dept Parks, Recreation & Tourism • South Coast Plaza • SouthHall Travel • South Street Seaport & Museum • Southern State Tourism Offices • Sports Travel Magazine • St. Petersburg/Clearwater CVB • St. Tammany Tourist & Convention Commission (Louisiana's Northshore) • STA • Travel Starwood Hotels & Resorts Worldwide, Inc. • State of Alaska Division of Economic Development • Station Casinos • SunwingVacations Inc. • Syracuse Convention & Visitors Bureau • Tanger Outlet Centers • TAP PORTUGAL •Temecula Valley Convention & Visitors Bureau • Texas Tourism • The Guardian •The Holiday Place • The KahalaHotel & Resort • The Official Tourism Marketing Corporation for The Palm Beaches • The Venetian | The Palazzo • Thomas Cook Tour America Inc. • Tour Magazine • Travel Portland •
Travel South Dakota • Travel Weekly Group • TravelbagLtd. • Travelbiz • Travelocity • TravMedia • TripAdvisor • Trump Int'l Hotel & Tower Las Vegas • TTG Media • TUR (Trade Show) • Turner Japan • Twin Mountain –Bretton Woods Chamber of Commerce • UM Detroit • United Airlines • United Airlines and Hana Tour • US Chamber of Commerce • Utah Office of Tourism • Vail Resorts Management Co. • Veolia Transportation • Vermont Department of Tourism and Marketing •Virgin Holidays • Virginia Beach CVB • Virginia Tourism Corporation • Visit Akron-Summit • Visit Anchorage • Visit California • VISIT DENVER • VISIT FLORIDA • Visit Huntington Beach • Visit Indy • Visit Jacksonville • Visit Loudon County • Visit Mendocino County Inc. • Visit Montana • Visit Napa Valley • Visit Nebraska • Visit New Haven • Visit Newport Beach Inc. • Visit Oakland • Visit Orlando • Visit Philadelphia • Visit Phoenix • Visit San Antonio • Visit Santa Barbara • Visit Sarasota • Visit Savannah • Visit Spokane • Visit Tri Valley • Visit USA Russia • Visit USA Spain • Warren County, OH • Washington Tourism Alliance • Watkins Glen International • West Hollywood Marketing & Visitor's Bureau • West Jet • West Virginia Tourism (West Virginia Department of Commerce) • Where Are You Now (WAYN) • White Mountains Attractions (NH) • White Pass Scenic Byway -WA • Wiechmann Tourism Service • Williams Chamber of Commerce Interrnational, Inc. • Wine, Water and Wonders • Wynn Las Vegas • Wyoming Office of Tourism • Yosemite National Park
● 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
Leveraging the existing brand positioning and Big Screen Movie, and all the learnings and successes
What We Need To DoDrive 100MM Annual Visitors
by 2021 (4.6% CAGR)
Where Should We
Concentrate our Efforts
In Market Prioritization
(Focused on Segmentation)
How Should our Brand Behave
to impact our Customers to
Accomplish
our Objectives
Create Profiles and Targeted
Messaging Architecture
Motivators and Triggers
Develop a market-level strategy that:
● Aligns internal and external partners
● Identifies growth audiences in both established and opportunity markets, including "motivations" to be unlocked
● Assigns resources based on growth potential to achieve goals –Path to 100M
● Provides guidance on messaging, media, timing and measurement
● Create opportunities for our partners
● Ensure an ‘up-stream’ approach
Focus & Spend
Number of Markets
PRIME GROWTH MARKETS
● Insights drive global strategy & development
● Original programs and partnerships
● Fully integrated media mix, including a combination of broadcast, cinema, OOH, events, digital display, OTA media, paid search and paid social (assumes website presence, sharing)
● Fully integrated co-op programs; and trade efforts and execution
Establish a tiered market structure to guide strategy, program development and resources
TARGETED GROWTH MARKETS
● Execution of proven marketing concepts and strategies
● Digital display (specific levels/spend TBD), paid search and paid social (assumes website presence), sharing select co-op programs; and trade programs and execution
NEW GROWTH MARKETS
● Implement global media programs
● Local language / cultural adaptation
● Website presence, paid search and social programs for traffic generation, select co-op activities; and key trade activities and support
● Canada
● Mexico
● China
● United Kingdom
● Brazil
Media mix may include broadcast, cinema, OOH, digital display, events, OTx media, paid search and paid social, sharing and ongoing trade emphasis
● Japan
● Australia
● India
● Germany
● South Korea
● France
● Sweden
● Colombia
● Chile
● Spain
● Hong Kong/Taiwan
● Italy
● Benelux region
● South America*
Visit USA programs, trade shows, road shows, missions, fams and/or training activities
● Nordic countries*
● Austria
● Switzerland
● Southeast Asia*
● Central America*
● Gulf Cooperation Countries (GCC)*
● South Africa
● Israel
● Hungary
* Select countries in each region
DREAM
Impressions
Measure consumer familiarity
CONSIDERATION
Clicks on ads
Website visitation
Social engagement
Search activity
Measure consumer intent
ACTIVATION
Referral
Book travel
TRAVEL
Actual arrivals
Tourism receipts
SHARING
Social sentiment tracking
Consumer net promoter score
Now - 2016
May not be worth
the trek
as a stand alone
Single-Dimension
Great Outdoors
Then - 2015
Many experiences in one vacation
great value
Interconnected and accessible
possibilities
Time = Money
Multi-Dimensional
+
Great Outdoors Urban Escapes
DREAM
CONSIDER
ACTIVATE
TRAVEL
SHARE
● Chile
● Colombia
● India
● Japan
● Canada
● Mexico
● South Korea
● UK
DREAM TO
CONSIDERATION
CONSIDERATION
TO ACTIVATION
ACTIVATION TO
TRAVEL & SHARE
● Australia
● Brazil
● China
● France
● Germany
● Sweden
DREAM
CONSIDER
Using June as month of record for travel
2016 Goal: 18.9MM visitors - a 4.8% projected increase over 2015
Core Segments: Families with children with the means to travel, not only to the U.S. but other destinations (e.g. Europe); Affluent travelers
Motivation:
● Drivers: Natural beauty, participation in leisure and cultural activities (dining, shows, concerts)
● Barriers: Perceived poor exchange rates; U.S. is convenient and interesting but not always welcoming
Planning/Travel Index
Master Task:Where in the Journey Do We Want to Focus?
Active Consideration
Excite with new ways to enjoy the U.S. and drive to partner websites to book
Consumer Message Strategy:
● Surprise & delight
● Iconic and off the beaten path, family-oriented attractions
● Focus on flights/convenience
● Market the welcome
● Leverage cultural, one-time events to drive immediacy
Media:
Online Travel Engines
Display
Retargeting
Social
Role: Increase current level of travelers, Bookings
ACTIVATE
TRAVEL
SHARE
* US arrivals only—Data source: travel.trade.gov –Non-
Resident Arrivals to the United States: Top 20 Countries
DREAM
2016 Goal: Maintain momentum; 2.89 MM visitors - a 15% projected increase from 2015
Core Segments: First time travelers; Encourage seasoned travelers to expand their itinerary; young, urban, upwardly-mobile couples, “travel pals” and new families
Motivation:
● Drivers: Social status, famous icons, sense of freedom; U.S. is intimidating, but fascinating; passive exploration, nature, shopping, cultural attractions; pack as much into group itineraries as possible
● Barriers: Not perceived as sophisticated as Europe; culture clash
Planning/Travel Index
Master Task:Where in the Journey Do We Want to Focus?
Active Consideration
Dive deep into goUSA.cn and partner websites
Consumer Message Strategy:
● Cultural aspects of the U.S., Hollywood, pop culture
● Emphasize social status, freedom, iconic experiences
● U.S. is ready and welcoming
Media:
Online Video
Online travel experts
Display advertising
Retargeting
Social,
ATL/ OOH, Television
Role: Site visits and YOY bookings
Using October as month of record for travel
CONSIDER
ACTIVATE
TRAVEL
SHARE
* US arrivals only—Data source: travel.trade.gov –Non-
Resident Arrivals to the United States: Top 20 Countries
DREAMSHARE
Using October as month of record for travel
2016 Goal: 2.1MM visitors - a 3.5% projected increase from 2015
Core Segments: ‘Mature’ couples who have been to the U.S. and are considering a return trip, to pursue beyond the gateway experiences; “New” millennial – new audience
Motivation:
● Drivers: Easy accessibility; landmarks/sightseeing options; urban life/quality of the beaches
● Barriers: Europe higher on consideration list and perception that U.S. is not as interesting as a travel destination (food, politics, etc.); strong dollar
Planning/Travel Index
Master Task:Where in the Journey Do We Want to Focus?
Active Consideration
Change travelers to select the US and drive to book
Consumer Message Strategy:
● Showcase great vacation getaway all year
● Convenient mix of unique nature and urban
● You control your vacation
Media:
Online video
Display
Social
Retargeting
Role: Increase in consideration, bookings
CONSIDER
ACTIVATE
TRAVEL
* US arrivals only—Data source: travel.trade.gov –Non-
Resident Arrivals to the United States: Top 20 Countries
DREAM
2016 Goal: Maintain momentum; 2.5MM visitors - a 7.4% projected increase from 2015
Core Segments: First time travelers; Experienced travelers visiting the U.S. for the 2nd or 3rd time
Motivation:
● Drivers: Having fun, being active, shopping; tend to go everywhere, all the neighborhoods, not just the tourist attractions; experience what is local or unique
● Barriers: Exchange rates
Planning/Travel Index
Master Task:Where in the Journey Do We Want to Focus?
Active Consideration
Uncover new adventures and drive to US travel selections
Consumer Message Strategy:
● Personal storytelling
● Adventurous experiences and ‘beyond gateways’
● Introduce iconic experiences to share
Media:
Online video
Online travel
Display
Social
Retargeting
ATL/ OOH
Role: generate awareness and increase current level of travelers
CONSIDER
ACTIVATE
TRAVEL
SHARE
Using July as month of record for travel
* US arrivals only—Data source: travel.trade.gov –Non-
Resident Arrivals to the United States: Top 20 Countries
ACTIVATE
TRAVEL
2016 Goal: 3.66MM travelers - a 1.2% projected increase from 2015
Core Segments: Younger, urban adults (emphasis on females) with international travel experience
Motivation:
● Drivers: Dining/gastronomy; natural beauty (that can’t be found in Japan) – vast landscapes, big mountains, deep woods; local culture (history and pop references)
● Barriers: Not easily accessible; perception that U.S. is not as “sexy” as other destinations (Europe)
Planning/Travel Index
Master Task:Where in the Journey Do We Want to Focus?
Dream
Drive to specialtycontent hubs – Uplift awareness
Consumer Message Strategy:
● Not your father’s U.S.
● Desire to go deep on specific topics
● Go beyond the tours
● Showcase the uniqueness of the U.S. through its food and natural wonders
Media:
Online video
Digital/sharing
Role: Generate awareness of choosing the US, uplift engagement
DREAM
CONSIDER
SHARE
Using August as month of record for travel
* US arrivals only—Data source: travel.trade.gov –Non-
Resident Arrivals to the United States: Top 20 Countries
We live in an omni-channel world where the merging of physical, digital and social means people can browse, share, compare and buy, anytime, anywhere.
The PDJ process recognizes
that people take multiple paths
to purchase, each influenced
by individual needs and
behaviors – and importantly for
Brand USA, different market
dynamics.
Achieve the Desire
DREAM
Dream It up
CONSIDER
Narrow it Down
CONSIDER
Make it a Reality
ACTIVATE
Make it Your Own
ACTIVATE
TRAVEL
SHARE
Markets: Sweden, France
Category Profile:
• Strong travelling culture
• Sees international travel as an adventure
Role of Media
• To convince travelers to select US as the destination
Success Metrics
• Uplift in consideration
• Increase in bookings
Recommendation:
• Compelling communication is necessary to convince and/or change destination selection
• Drive Sharing via Social presence
Retargeting Social
Booking
Consideration
Markets: Chile, Colombia
Category Profile:
● Recent visa regulation changes means positive future opportunity
Role of Media
• To generate awareness of US destinations
• Lay groundwork in social media for future campaigns
Success Metrics
• Increase in consideration
• Increase in site visits
● Recommendation:
• Use video formats in social and retargeting to build engagement
Dream
Retargeting Social
Booking
AUSTRALIA&
NEW ZEALANDBRAZIL CANADA CHINA CHILE COLOMBIA FRANCE GERMANY INDIA JAPAN MEXICO SWEDEN
SOUTH
KOREA
TAIWAN &
HONG
KONG
UK &
IRELAND
Inspiration Guide 2016 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Culinary Guide 2016 ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Culinary Digital Program ✔ ✔ ✔ ✔ ✔ ✔
Jeni and Olly - Travel Channel ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Chef Vignettes - Food Network ✔
Great Outdoors Digital Program ✔ ✔ ✔ ✔
Great Outdoors - Travel Channel ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Visit The USA Social/Content
Activation✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Road Trips Social/Content
Activation✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Multi-Channel Campaign ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Golf Video and Distribution ✔
BBC - Great Outdoors ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
ESPN "United States of Sports" Hub ✔ ✔ ✔ ✔ ✔ ✔ ✔
International SEM Program ✔ ✔ ✔ ✔ ✔
Discover America Global Websites ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
In-Language Videos ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
In-Language Content:
Third Party Extensions✔ ✔ ✔ ✔ ✔ ✔ ✔
National Geographic Road Trips ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
USA Discovery Program ✔ ✔ * * * ✔ * * ✔
Consumer Market Profiles ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Partner Reporting Program ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Red Robot Content Distribution ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Brand USA TravMedia ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
* Coming soon
Road Trips
● 2014 results: 2.5 billion impressions
● 2.4MM likes, shares and comments on social media
● 465,000 page views on DiscoverAmerica.com
Culinary Campaign
● 53.3MM visits UK/Canada
● 2 min average view
Inspiration Guide
● Distribution of 575,000
● 30MM digital impressions
Multi-Channel Campaigns
● 910MM total impressions delivered
● 110 participating partners
Target Markets: Australia, Canada, Germany, United Kingdom
● Dedicated content pages –translated for global implementation
● Photo of the Week promotion
● Homepage promotion
● New 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
Influencer Routes
● MAY India: Los Angeles–DC
● JUNE Mexico: Pacific Northwest
● JULY China: Great Lakes
● AUGUST France: Southern States
● SEPT Brazil: San Diego–Las Vegas–AZ
TravMedia IMM Event – London March 14, 2016
Distribution of press releases, A-roll and B-roll video releases
reaching over 500,000 journalists in 120 countries across2,500 subscriber sites
PRESSDISTRIBUTION CHANNELS
MediaLIST
Red Robot
http://brandusa.travtrade.com/
NewCalendar/gammav1/
Brand USA
Calendar of Events
Join us for a live webinar
September 16 – 12pm EST
● Visit USA Committees
● Market Entry Programs
● Roadshows/Training/Events
USA Discovery Program
Coming in 2016
MEGAFAMS
Germany – Oct 2015, Apr 2016
Australia – March 2016
UK – May 2016
China – Spring 2016
Mexico – Spring 2016
Canada – Fall 2016
Brazil Mission
Spring 2016
China Mission
Feb 26–Mar 4, 2016
India Mission
Sept 6–11, 2015
Nordics Region
AUSTRALIA &
NEW ZEALANDBRAZIL CANADA CHINA GERMANY
HONG KONG
& TAIWANINDIA JAPAN MEXICO
SOUTH
KOREA
UK &
IRELAND
Trade Shows ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Trade Fams ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
PR Fams ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
VJP ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
Educational Activities ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔✔
Brand USA Mission ✔ ✔ ✔
Brand USA Megafam ✔ ✔ ✔ ✔ ✔ ✔
Market Entry Program ✔ *
USA Discovery Program ✔ ✔ * ✔ ✔ * ✔
Roadshows ✔ ✔ ✔ ✔ ✔
Visit USA Partnerships ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔ ✔
* Coming soon
How to Get Started
● On Monday an email will be sent to partners. Upon response you will receive your username and password
● Log in to the website
● Check back at the completion of new programs for the latest reports
Phase 2 (January)
● Program Value Calculator
● Integration B2B www.TheBrandUSA.com
● Additional reports forthcoming:
– Social mentions/reach
– Media mentions/reach
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