ACVB Industry Briefing

Page 1

WELCOME TO

ACVB INDUSTRY BRIEFING TOPIC: INTERNATIONAL TOURISM


AMY PATTERSON VP, BUSINESS DEVELOPMENT AND CORPORATE EVENTS, MEMBERSHIP

ACVB


THANK YOU TO OUR SPONSORS


ACVB MEMBERSHIP TEAM AMY PATTERSON

JASON MEANS

VICE PRESIDENT

DIRECTOR

ANGELIQUÉ ALVAREZ

MANAGER, EVENTS

ANDY HASKELL

TONYA SHELLS

ACCOUNT EXECUTIVE

ADMINISTRATIVE ASSISTANT


TONY CLARK PUBLIC AFFAIRS DIRECTOR

JIMMY CARTER LIBRARY AND THE CARTER CENTER


BRANDON BARNES DIRECTOR, INTERNATIONAL TOURISM SALES

ACVB


INTERNATIONAL VISITORS TO ATLANTA

• 1.2 Million Visitors in 2014

• +7% Over 2013

Source: Tourism Economics



TOP INBOUND MARKETS - 2014 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% Source: Tourism Economics


GROWTH TRENDS TOP COUNTRIES TO ATLANTA 120

United Kingdom China Germany Brazil Mexico South Korea India Japan France Netherlands

100

Visitors (M)

80

60

40

20

0 2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020


ACVB INDUSTRY BRIEFING

QUESTIONS & ANSWER


KARYN GRUENBERG VP, GLOBAL MARKETING & PARNTER PROGRAMS

BRAND USA


Brand USA Atlanta – MARKETING INTERNATIONALLY July 22, 2015


Brand USA Statement 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.


Strategic Foundation DRIVE RESULTS

CREATE INNOVATIVE MARKETING

Maximize and optimize ROI: Right messages, right channels, right markets, times and right investment levels

Promote the entirety of the USA to, through and beyond the gateways

MISSION Increase incremental international visitation, spend and market share to fuel our nation’s economy and enhance the image of the USA worldwide.

ADD & CREATE VALUE

MARKET THE WELCOME

Pioneer cooperative marketing platforms and programs that leverage the USA Brand

Inspire, inform, welcome and thank travelers

BUILD & MAINTAIN TRUST Inclusive, proactive and transparent outreach; Integrity through words, actions and results


100 million visitors by 2021

4.2% CAGR

3.4% CAGR Forecaste d by NTTO

16



Path to 100 Million Arrivals 30000

Argentina Australia Brazil

25000

Canada Chile China

20000

Colombia

France Germany

India

15000

Indonesia

Ireland Italy

10000

Japan Korea, Republic Of

Mexico

5000

Netherlands

Russian Federation Spain Sweden

0

Switzerland United Kingdom Venezuela

18

Source: Brand USA and NTTO


Path to 100 Million Arrivals 6000

Argentina Australia

5000

Brazil Chile

4000

China Colombia France

3000

Germany India

2000

Italy Japan

1000

Korea, Republic Of Netherlands Spain

0

Sweden United Kingdom

19

Source: Brand USA and NTTO


We aim to influence travelers to change course


Age of Target Adult Population 100% 90% 80%

35%

42%

35% 45%

52%

70% 60%

16%

18% 18%

19%

16%

30% 20%

20%

19%

9%

10%

15%

7%

15% 14%

18% 14%

17% 11%

20-24 Source: United Nations

12%

16%

14%

18%

17% 17%

15%

10% 0%

21%

41%

13%

13%

6%

6%

25-34

35-44

38%

52%

11%

13%

50% 40%

49%

40%

41%

18%

18%

16% 19%

19% 13%

12%

45-54

5%

55+

11%

15%

18%

7%

9%


International Travel in Next 12 Months (Apr 2015) 100% 90% 80% 70% 60% 50%

20-24 25-34

40%

35-44

30%

45-54

20% 10% 0%

Source: Brand USA proprietary research conducted by ORC International

55+


Visit U.S. in Next 2 Years (Apr 2015) Among international travelers 100% 90% 80% 70% 60% 50%

20-24 25-34

40%

35-44

30%

45-54

20% 10% 0%

Source: Brand USA proprietary research conducted by ORC International

55+


Target Travel Cycle Phase

Attainment

Aspiration

Activate

Dream

Consider


Global Consumer Footprint


Focused, Bigger, Bolder


Brand USA Originals

Great 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 Originals Inspiration 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 Originals

DiscoverAmerica.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 Originals

Brand 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 Originals Multi-Channel Programs


Brand USA Originals

Multi-Channel Programs Activation

Sojern Retargeting Results – Canada ● .44% CTR, 5x industry

average ● 350K Flight searches ● 31,000 hotel searches

– 4% conversion rate


Brand USA Originals Golfbreaks.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 â—? 2014: nearly 31 million impressions

with 570,944 engagements â—? 2015-2016 more robust plan


Brand USA Originals Chef 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 Originals

In-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 inlanguage video. Average video cost p/view of $.01-.03, 5 million partner views and counting


Brand USA Originals

ESPN “United States of Sports”


Brand USA Affinity Programs Expedia: 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 Programs Orbitz 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


China Market

• 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

5000 4500

USA Overseas Arrivals

ARRIVALS (000’s)

4000

China

3500

United Kingdom

3000

Japan

2500 2000

Brazil

1500 1000

Germany

500 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 YEAR


China Market Entry A Strategic Approach STEP 1 MARKET ANALYSIS Baseline Audit of In-Market Product

Competitor Analysis

Digital / Social Assessment

Formulate Content & Distribution Strategy

STEP 2 MARKET ENTRY Education and Training Programs

Wholesale / Retail Product Development

Digital / Social Footprint

Optimize Content & Distribution Channels

STEP 3 MARKETING & BRANDING Trade Media and Public Relations

Cooperative Marketing Campaigns

Digital Advertising

China Ready Programs


Brand USA Market Specific China 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 Specific Virgin Holidays


Brand USA Market Specific STA 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 Specific Sunrise/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


Brand USA Originals

Red Robot Content Distribution CONTENT DISTRIBUTION CONTENT CREATION

CONTENT UPLOAD

MediaLIST

Distribution of press releases, A-roll and B-roll video releases reaching over 500,000 journalists in 120 countries across 2,500 subscriber sites


MegaFam Trips FY15

UK MegaFams

May 2015

Australia MegaFams November 2014 March 2015


Airline Co-op Marketing Opportunities


Partner Reporting Site


Thank You!


ACVB INDUSTRY BRIEFING

QUESTIONS & ANSWER


RUBEN MORDAN Product Manager- Southeast (GA, LA, SC)

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


Global Reach, Local Presence

WH O

• 29 Locations across 5 continents • 80 Sales & marketing professionals globally


Our Space Tourico Holidays contracts direct with the hotel or chain & brokers your rooms at a wholesale price to a pre-qualified, global client base.

Global Distribution Partner Hotel

Global Distribution Partner

Tour Operator

Travel Agent

Source Market Tour Operator

Hotel

Tour Operator

Travel Agent

Online Travel Agent

Hotel

Online Travel Agent

The Rate Journey This means your rate receives several mark-ups before reaching the end consumer and is usually packaged or opaque ensuring rate integrity.


Our Landscape •

Length of stay

Dynamic Rates

WHY

Immediate impact

Year round production

Incremental business

Base Builders

Short and Long term demand

Market Specific

Flexible

Innovation


Global Reach Connect today to:

Client Base: 4,500 clients across 100 countries

UK 142 Chile 27 Russia 39

Italy 106

WH O

Canada 126 Spain 116

Mexico 91 Israel 45


ATLANTA MARKET •

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


Hartsfield Airport

Hartsfield Airport flights- 62% is through Delta, Tourico Powers Points redemption site


Partnering Together to Drive Volume ADR Need periods

HO W

Efficient distribution •

Various contract types

Flexible terms

Chain-level agreements

Extranet & channel manager compatible


Lets grow together!


ACVB INDUSTRY BRIEFING

QUESTIONS & ANSWER


JACQUIE WANSLEY MARKETING MANAGER

WORLD OF COCA-COLA



hello




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

78


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 Weltresisen Travel, Germany’s #1 long-haul tour operator. Print insert & digital driving readers to custom landing page. 95% of Germans book vacations through travel agents

79


thank you


ACVB INDUSTRY BRIEFING

QUESTIONS & ANSWER


LAUREN McNULTY DIRECTOR, MARKETING & BUISNESS DEVELOPMENT

LENOX SQUARE AND SIMON PROPERTIES


AMERICA’S SHOPPING DESTINATIONS


Simon Shopping Destinations Simon 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 84


Why International Programs? • 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 85


Welcoming International Guests Retailer 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

PAGE 86


ACVB INDUSTRY BRIEFING

QUESTIONS & ANSWER


ENJOY THE TOUR!

THANK YOU!


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