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!