Published on December 2, 2008
CA Travel & Tourism Commission : Co-op Strategy and Restructure May 19, 2008 CA Travel & Tourism Commission Co-op Strategy & Restructure : Co-op Strategy & Restructure History Heavy reliance on contractors to create, promote and implement programs due to limited CTTC funding Programs tended to operate in a silo Programs could be more effective if in line with CA brand strategies Research Surveys: Fun Spots/Treasure Hunt, DMO, CMG and Wine & Food Anecdotal feedback from Rurals, CWC’s, Marketing Reps and Sunset Environmental shifts Budgetary factors Increase in funding Increased opportunity due to funding Co-op Hierarchy : Co-op Hierarchy Strategic Alliance Criteria : Strategic Alliance Criteria Mktg Partnerships - Criteria : Mktg Partnerships - Criteria Co-op Restructure Process : Co-op Restructure Process Exploratory Screening Does it meet all criteria? Does CTTC have appropriate resources to implement (time/staff/budget)? Vetting – Marketing Committee level Approval – Commission level Implementation Evaluation APPENDIX : APPENDIX Strategic Alliance Example : Strategic Alliance Example Southwest Airlines Strategic Alliance Example: Southwest Airlines : Strategic Alliance Example: Southwest Airlines Southwest Airlines : Southwest Airlines Program Objectives Promote California as a dynamic travel destination Extend the reach of California’s brand advertising Stimulate incremental travel to California using Southwest Airlines Program Metrics Spot aired in Chicago, Dallas, San Antonio, Houston, Denver and Phoenix promoting discounted fares In Mar, passengers increased by 50K (up 11.1% YOY) The biggest gains were seen in OAK & SJO where traffic increased 10.1% and 11.9% respectively Campaign helped to launch a new city (SFO) and new non-stop city pairs from Denver to CA Southwest Airlines : Southwest Airlines Program Components TV :20 California + :10 Southwest Airlines tag Strategic Alliances:Potential Non-endemic Targets : Apple The Apple brand is about imagination, design and innovation, and like California is an archetypal emotional brand Levi’s The Levi’s brand embodies freedom and individuality; young at heart, strong and adaptable they are a symbol of independence, social change and fun, qualities right in line with the California brand Strategic Alliances:Potential Non-endemic Targets Marketing Partnership Example : Marketing Partnership Example CMG – Inside Scoop Inside Scoop (CMG) : Inside Scoop (CMG) Inside Scoop (CMG) : Program Objectives Target: upscale consumer travelers in the Western US Content reflects California’s abundance Written from an insiders perspective Vacation ideas designed to inspire travelers familiar with CA Program Metrics Total Partners: 40 (vs. 23 in 2006) Total pages: 24 (vs. 16 in 2006) Results from American Express mailer due Sept ’08 CMG Online survey results Positive overall; interest in continuation of the program Online mentioned as more efficient, measureable Inside Scoop (CMG) Inside Scoop (CMG) : Inside Scoop (CMG) Program Components Print (total circ: 850,000) National Geographic Traveler Travel & Leisure Food & Wine Direct Mail (dist: 50,000) American Express Online visitcalifornia.com sogonow.com Marketing Partnerships: Potential Programming : Marketing Partnerships: Potential Programming Expansion opportunities Extend current programs Additional insertions/events for shoulder or off-peak seasons Opportunities in niche markets Families, ethnic, gay travel International Integrated opportunities within current offerings Example: Japan Trade Mission For More Information: : For More Information: Antonette Eckert Advertising & Co-op Marketing Manager 916.319.5405 firstname.lastname@example.org Tammy Haughey Mering Carson 750.754.0800 x2 email@example.com
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