Year in Review UK & Ireland 2012 - 2013
Brand USA. USA.All AllRights RightsReserved. Reserved. ŠŠ2012 2012 Brand
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CONTENTS 05
Brand USA: Welcome
44
Affinity Partnerships
06
Brand USA UK & Ireland
46
Television
08
2012/13 Overview
48
PR & Media Relations
11
Timeline: UK & Ireland
50
Visiting Journalist Program
16
Brand USA SWOT: UK & Ireland
52
Travel Trade Activities
17
Brand USA Launch
54
Industry Partner Events
18
Media Planning & Buying
56
World Travel Market
22
Advertising Partnerships
58
Agent Engagement & Activity
24
Media Partnerships: Your Golf Travel
59
Travel Agent Fam Photo Competition
26
ESI Media
60
Brand USA Megafam
28
Austin: The Guardian
64
USA Discovery Program
30
TTG: Awards and WTM
68
Technology
32
The Luxury Partnerships
69
Collateral Development
34
ESPN
70
Future Activities
38
Travel Weekly
71
Looking Ahead
40
The Guardian
YEAR IN REVIEW 2012/13
03
Welcome to the first annual review publication from the Brand USA UK & Ireland team at Black Diamond.
We are delighted to be able to share some of our successes over the past 16 months since being awarded the Brand USA account to represent the new tourism marketing body for the United States of America. The Black Diamond team has used this inaugural year working with Brand USA to place America at the forefront of UK holidaymakers and to establish firm relationships with the travel industry; working in partnerships to achieve a greater share of voice for the USA as a destination, and working closely with DMOs and the industry to support tourism objectives enhancing productivity. By establishing Brand USA in this market, we aim to retain the UK as the largest overseas market in terms of visitation numbers to the United States, and mark its place as the number one spending international source market for the United States. With a dedicated team of four directors and additional support managers, the Brand USA UK & Ireland office is extremely well served to execute and manage the brand advertising, media and trade partnerships, PR and communications, the inaugural Megafam trip, technology, social media, events and creative solutions. Welcome to the United States of America. Guy Chambers Managing Director – Black Diamond UK/Ireland representation office for Brand USA
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WELCOME
Welcome to the first annual review publication compiled by the Brand USA UK & Ireland team based at Black Diamond in London. The UK is the largest overseas market for travel to the USA and, indeed, the UK was the first market Brand USA launched in. Black Diamond has a long track record in innovative destination representation, marketing and PR so naturally they were best placed to help us reclaim our share of the market and rekindle the UK holidaymakers’ love affair with America. Following the launch, a range of pioneering programs across PR, Travel Trade, Technology and Marketing partnerships have been devised and implemented, it’s been a busy year. As a result, in excess of $20m in partnership campaigns have been negotiated to date on behalf of Brand USA. Key successes emanating from this market include a global sponsorship with ESPN, a founding airline partnership with British Airways, a new innovative take on Online Training Programs and a ground breaking six month media partnership with The Guardian – currently the largest travel media partnership ever in existence within the UK. This publication is a review of the great body of work undertaken by Brand USA and Black Diamond during the past year.
Alfredo Gonzalez Senior Vice President, Global Partnership Development Brand USA
YEAR IN REVIEW 2012/13
05
BRAND USA UK & IRELAND Welcome to the first annual review publication from the Brand USA UK & Ireland team at Black Diamond. We are delighted to be able to share some of our successes over the past 16 months since being awarded the Brand USA account to represent the new tourism marketing body for the United States of America. The Black Diamond team has used this inaugural year working with Brand USA to place America at the
Guy Chambers
Jonah whitaker
forefront of UK holidaymaker’s minds and to establish
Managing Director
Strategy Director
firm relationships with the travel industry; working in partnerships to achieve a greater share of voice for the USA as a destination. By establishing Brand USA in this market, we aim to retain the UK as the largest overseas market in terms of visitation to the United States, and cement its place as the number one spending international source market for the United States. With a dedicated team of four directors and additional support managers, the Brand USA UK & Ireland office
GERRY BOYLE
SARAH BARNETT
is extremely well served to execute and manage the
Account Director
PR & Communications Director
Jennifer BYLES
JenNIfer Guiver
Junior PR Manager
Events Manager
brand advertising, media and trade partnerships, PR and communications, the inaugural Megafam trip, technology, social media, events and creative solutions. Welcome to the United States of America.
Guy Chambers Managing Director – Black Diamond UK/Ireland representation office for Brand USA
06
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07
BRAND USA UK & IRELAND 2012/13 Overview
The office for Brand USA, UK & Ireland, aims to generate positive messaging about the USA as a holiday destination, and to reach both the consumer and travel industry in the UK and Ireland through key strategic initiatives aimed at specific target audiences and ensuring all communications activity chimes with the Brand USA Experience Pillars.
The following are the primary Brand USA objectives for the
To achieve the above objectives, the following strategies
UK & Ireland Markets:
will be applied;
•
•
•
Position the USA as the leading tourism destination
DMOs in the UK/Ireland to develop the most effective
Drive positive awareness and perceptions of the
marketing channels possible to promote U.S. tourism in the UK/Ireland markets.
United States as a travel destination in order to inspire and influence increased travel to and visitor spend in •
•
op programmes to ensure the USA as a destination is
Develop programmes and initiatives that add and
consistently in the market reaching the consumer. •
destination awareness.
USA. Demonstrate the diversity of the USA and highlight
DMOs in the UK/Ireland, to create synergistic approach to promote U.S. tourism in a well-
trade to solicit partnerships and all set to cost of media and/or increase overall reach.
Provide powerful promotional opportunities for U.S. Continue the robust Public Relations and Visiting initiatives and communicate “US Entry and Security Processes”, targeting UK/Ireland media and other stakeholders. Communicate the role of Brand USA to key stakeholders in the UK/Ireland, and maintain close working relationships with both U.S. and UK/Irish stakeholders in-market. Participate in major tradeshows in the UK/Ireland to provide a B-to-B platform for U.S. travel partners.
•
Plan all advertising efforts in conjuction with the UK
Create targeted trade and media co-op programmes
Journalist Program to raise awareness of Brand USA’s
•
•
coverage.
travel suppliers.
•
coordinated manner, avoiding duplication of efforts.
Work as a united front with all state and regional PR
Ireland markets.
•
Coordinate marketing efforts carried out by various
USA to the consumer audience.
to raise matching funds sourced from/for the UK/ •
•
innovative new opportunities and experiences in the
and trade representatives in the UK to increase USA •
Develop and grow travel agent and trade activities to ensure up-to-date heightened knowledge and
private-sector contributions to fund the work of Brand
•
Continue to develop high impact trade and media co-
the United States from the UK and Ireland. create value to attract industry participation and
•
Work closely with U.S. travel suppliers, airlines and
for UK and Irish visitors.
Develop new product in partnership with U.S. travel suppliers and UK and Ireland travel trade.
•
Create through the line marketing programmes.
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09
Events
Industry resource website
USA Discovery Program
Brand USA Megafam
Fam Photo Competition
Travel Industry Activity
STA Travel
Ocean USA
Tour America
Southall Travel
Black Tomato
Scenic Tours
Virgin Holidays
Trade Co-op Campaigns
PR, Media Relations & VJP
TV: Extreme Frontiers
The Guardian
Travel Weekly
ESPN
House & Garden - Gourmet Travel
Ultratravel USA
TTG Media
The Independent / ES / iPaper
Austin CVB / The Guardian
Your Golf Travel
Media Partnerships
Brand & Coop Advertising
MAY
JUN
VUSA BALL
JUL
AUG
VUSA IRELAND
SEPT
TTG AWARDS
OCT
WTM
NOV
ROADSHOWS
DEC
VUSA IRELAND
JAN
FEB
ITB
MAR
APR
MAY
POW WOW
JUN
NOVEMBER 2011
BRAND USA TIMELINE
MARCH 2012
DECEMBER 2011
UK & IRELAND
MARCH 2012
Black Diamond commence as team Brand USA UK/Ireland
Brand USA launches (WTM London)
Brand USA / Black Diamond initiation in Washington, D.C.
MARCH 2012
RFP takes place for Brand USA UK/Ireland representation
MAY 2012
International PowWow in Los Angeles
ITB Berlin 2012: negotiations commence with British Airways
OCTOBER 2012
ESI Media (Independent / i Paper / London Evening Standard) 3-month media partnership
NOVEMBER 2012
TTG WTM media partnership
NOVEMBER 2012
OCTOBER 2012
WTM activity: Brand USA planning day
The Guardian: Austin 2-month media partnership
DECEMBER 2012
WTM networking event
NOVEMBER 2012
NOVEMBER 2012
USA Discovery Program launches
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JUNE 2013
Post-Megafam info-book distributed with TTG
Universal TV co-op
DECEMBER 2012
Visit California TV co-op
MAY 2013
Charley Boorman’s American Adventure TV filming commences
International PowWow in Las Vegas
JUNE 2013
The Telegraph: Ultratravel media partnership
MAY 2013
JUNE 2013
DECEMBER 2012
Virgin Holidays TV co-op
DECEMBER 2012
VUSA Roadshows in London, Birmingham, Leeds
Chris Thompson commences as CEO, Brand USA
DECEMBER 2012
Travel Agent Fam Photo Competition calendar
NOVEMBER 2012
OCTOBER 2012
Headline sponsor of TTG industry awards
Travel Weekly media partnership: 2. Indulgence
MAY 2013
TV & OOH advertising campaign & Expedia partnership
MAY 2012
MAY 2012
July 2012
PR office in UK/Ireland establishes communications and Visiting Journalist Program (ongoing)
UK Advertising campaign launches
Headline sponsors of VUSA Ball
August 2012
JUNE 2012
MAY 2012
TV production submission website launches
VUSA Ireland and Commercial Services activities commence
Industry outreach commences (ongoing)
SEPTEMBER 2012
Travel Agent Fam Photo Competition launched
OCTOBER 2012
SEPTEMBER 2012
SEPTEMBER 2012
British Airways advertising campaign
Your Golf Travel: Ryder Cup 2-month media partnership
VUSA Ireland Army V Navy media event, Dublin
SEPTEMBER 2012
SEPTEMBER 2012
SEPTEMBER 2012
British Airways becomes Brand USA Founding Airline Partner
Tour Operator Advisory Board / DMO Forum
Industry resource website live
JANUARY 2013
ESPN media partnership (UK & EMEA)
JANUARY 2013
JANUARY 2013
JANUARY 2013
Brand USA Megafam incentive campaign launches
FEBRUARY 2013
VUSA Ireland media event / Holiday World, Dublin
Tour Operator Advisory Board
FEBRUARY 2013
House & Garden: Gourmet Travel media partnership
Brand USA advertising / British Airways co-op advertising
MARCH 2013
Travel Weekly media partnership: 1. Great Outdoors
MAY 2013
APRIL 2013
Inaugural Brand USA Megafam
Brand USA/British Airways / Florida campaign
APRIL 2013
Brand USA/Virgin Holidays cinema campaign
APRIL 2013
Attend MTS to create ski industry steering committee
APRIL 2013
The Guardian 6-month media partnership
MARCH 2013
Create first edition Brand USA map
MARCH 2013 ITB Berlin 2013
YEAR IN REVIEW 2012/13
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BRAND USA SWOT: UK & IRELAND Strengths
Weaknesses
•
•
The USA is seen as a steady destination for leisure trips
•
Varied destination for both weekend breaks and
doesn’t appear as an aspirational destination •
longer holidays •
Diversity of appealing experiences and products
•
An attractive destination for target audiences – family,
•
exotic or fast developing destinations •
Value is a key factor for UK/Irish travelers in light of
couples, student travel
the current economic climate and value-led countries
Close cultural, historic & family ties ensure there is a
or perceived value-led countries, such as SE Asia and
Strong advocates for the USA in the UK are positive
Mexico, are currently dominating this market •
influencers and help to create noise about America •
A sense of over-familiarity and complacency amongst Brits towards the USA compared to perceived more
pool of customers predisposed to the USA •
A sense of been there, done that means the USA
reduced purchasing power in the USA, which impacts
The USA is a high yield destination for distributors and they are keen to invest in its promotion
Devaluation of the GBP means UK visitors have negatively on total spend
•
The USA is viewed as a long shelf life destination lacks the urgency to travel
•
Limited number of airline carriers ex-UK means decreased capacity and choice for consumers
•
The all-inclusive family market for long haul travel is continuing to grow yet U.S. currently lacks product
Opportunities
Threats
•
•
High volume of UK visitors represents bigger pool of advocates for the USA
• •
making the USA a more expensive destination
The youth segment (18-30) is not yet tapped into as a
•
Eurozone instability remains
target audience for the USA
•
The UK levies the highest rate of aviation tax in the
Brand USA developments will focus on discovery and
world. UK’s Air Passenger Duty and the introduction of
demonstrate the unique, distinctive and best products
the EU’s Emission Trade Scheme makes air travel even
America has to offer •
Work in alignment with DMOs and distribution
less competitive •
partners to achieve cost-efficiencies and high impact marketing activities •
•
Develop sports tourism and niche markets (ski/golf and music festivals) all of which have the capacity to grow
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The continued rise of the all-inclusive family package threatens U.S. market share as product is not readily
After years of austerity, some consumers are travel / the annual holiday remains a priority
Lack of capacity / slots from the UK to service airline demand, especially London Heathrow
•
Program accepting the reality of the economic environment and
Other more established well-funded NTOs are vying for similar target audiences
•
Lack of coordinated agent knowledge provides opportunities to increase sales through USA Discovery
•
Strong USD against weak GBP is contributing to
available •
Overly traditional operators are unwilling to develop and test new product
BRAND USA Launch November 2011 was an historic month for USA tourism and
Results
a momentous occasion for Brand USA – the world wide
•
launch at World Travel Market. Following months of hard
VIP Event: 560 guests US suppliers and UK trade and media
work with an industry steering committee, Black Diamond
•
Attendance at press launch: 220
created and produced with the worldwide launch of Brand
•
PR coverage reach: 19.7m
USA in London.
•
PR value: $32m
The launch began with a brand reveal at BAFTA Piccadilly
PRESENCE BRAND
in Central London, followed by an impactful launch at WTM and an over-brand of all the American stands and outdoor PR ME TR IC
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staffed by 20 brand ambassadors handing out Brand USA
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media in and around Excel. The coordinated effort was gifts and literature.
Board Members. Finally a spectacular celebratory VIP Party
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high level trade meetings with Brand USA executives and
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an open Board Meeting, secured media interviews and
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Black Diamond also coordinated a press conference and
was held on Tuesday 8 November at the National Maritime Museum for 560 guests.
ROI
$32m PR VALUE
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MEDIA Planning & BUYING Television February In January 2013, Black Diamond assumed planning and
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buying responsibilities for the Brand USA account in the PR ME TR IC
TV campaign with little notice, using labour intensive
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and TGI data, the agency planned a highly efficient
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UK. Using in-depth market intelligence, Google analytics
negotiation with all TV stations and sales house to plan effectively and avoid any late booking fees or penalties.
Land Of Dreams :30
•
Land of Dreams + BA tag :20:10
Overall the campaign was highly effective achieving and delivered in line with plan. •
Peak exceeded natural delivery on all stations except Channel 4, which was marginally short
•
Centre break delivery was excellent. We overdelivered on Ch4, Five and MCH by 4, 6 and 2 percentage points respectively vs natural delivery
•
75% of ABC1 Adults 25+ saw the commercial at least once, with 42% seeing it 3 times or more
•
60 second “Glory Spots” slotted into contextually relevant programming
•
Airtime slotted into American content programmes where possible
•
The percentage of British Airways co-op spots in line with target
A partnership with British Airways was negotiated to create an LOA for an additional £400,000 to provide a call to action on the TV activity. All creative was produced by Black Diamond’s production department to a brief agreed by both Brand USA and British Airways.
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Land Of Dreams :60
•
ROI
•
D I G ITA LM ET RI C
delivered 332 TVRs throughout the month of February.
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The campaign was split in to a three creative rotation and
Out Of Home February / March An OOH campaign was planned to extend the reach of
For the transvision screens the :20 second cut-down of
the TV campaign and create efficiencies by focusing
Land of Dreams creative was used, with an animated
all activity on high footfall premium commuter sites in
side panel with a British Airways call to action, regionally
five cities across the UK; London, Manchester, Leeds,
adapted and targeted to the nearest regional airport. BA
Edinburgh and Glasgow. Delivery was via both traditional
contributed an additional £40,000 in-kind value to secure
and digital 48 sheet billboards and giant transvision
this partnership
screens in mainline railways stations. For the 48-sheet billboard campaign we rotated between Canoe, Lobster,
Campaign Results:
Jazz and Cowboy.
•
Impacts: 93,295,000
•
Opportunity to see: 5.4
93m IMPACTS
5.4
OPPORTUNITY TO SEE
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Media Plan May
May was identified as the optimal time to re-enter the
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UK market with TV and OOH. Online searches show a PR ME TR IC
booking market. May is the last efficient month in which
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market, with this period capturing and stimulating the late
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spike in USA holiday and flight searches from the UK
to undertake TV advertising. Black Diamond negotiated a partnership with Expedia whereby they bought in via
•
TVRs: 335
•
ABC1 1+ cover: 73.8%
•
Adults 1+ cover: 79%
•
ABC1 Frequency: 4.5
•
Adults 1+: 5.2%
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ROI
Campaign Details:
D I G ITA LM ET RI C
campaign.
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cash and in-kind to take a call to action of the May TV
200+ LOCATIONS
Out Of Home May
During the month of May, Brand USA UK concentrated on a London-only commuter campaign. Londoners are more likely to plan their long haul holidays later in the year than the rest of the UK. This demographic is more likely to book independently, book later and be exposed to OOH messaging due to their active lives. May’s OOH campaign was delivered by digital posters and billboards and train station transvision screens. Canyon, Lobster, Canoe and Jazz ran in equal rotation. For transvision and London
38m London ABC1 ImpactS
Underground XTP screens Brand USA ran a :20 cut down of Land of Dreams. London ABC1 Impacts: 38,000,000
YEAR IN REVIEW 2012/13
21
Advertising Partnerships Brand USA UK & Ireland has developed a number of
BA USA Sales Campaign
successful partnerships with industry travel partners; the most significant in the start-up year was the signing of
Both BA and Brand USA invested in a USA focused sales
a Founding Airline Partner agreement with leading UK
campaign in October 2012. The campaign creative was
transatlantic carrier, British Airways. This consisted of a
based on a play on the titles of great American novels.
partner contribution value exceeding $1.5milllion.
The campaign was executed in press and online. In addition to the investment from British Airways, nine
The agreement was achieved through high level
U.S. DMOs brought in to the campaign via Brand USA to
engagement with the BA senior executive team, and
receive a 30% upweight on their investment
included a raft of joint marketing campaigns and initiatives, and formed an ongoing strategic partnership.
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ROI
$1.5m PARTNER CONTRIBUTION VALUE
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•
Philadelphia
•
Miami
•
San Diego
•
New York City
•
Visit California
•
Massachusetts
•
Pheonix
•
Naples, Marco Island
•
Washington, D.C.
& the Everglades
Campaign Results: •
Press reach: 4.23m ABC1 Adults
•
Online impressions: 148,407,317
•
CTR: 0.6
•
BA Holidays uplift: 22.5%
BA tag on UK advertising
Expedia partnership
BA also partnered with Brand USA on the February TV
Brand USA UK & Ireland negotiated and secured Expedia
and OOH campaign. Black Diamond acted as the media
as the call to action partner for the May TV campaign.
buying agency for Brand USA and negotiated the deal,
Expedia paid ÂŁ400,000 (split between cash and in-kind)
planned and bought the media, as well as created the
and the call to action included a 50% off travel message.
advertising creatives in-house. A 10-second call to action
The 10-second bespoke tag was created in house at Black
was created and tagged on to a 20-second cut down of
Diamond. The campaign came at a time when Expedia had
Land of Dreams. BA also partnered on the transvision
their own high profile brand campaign running in London.
screens as part of the digital OOH campaign.
Expedia’s in-kind offering reinforced the campaign comprised of off-site digital activity to drive consumers to a Brand USA hub on Expedia.co.uk, where multiple USA partners bought additional impressions and presence through the Brand USA publisher programmes.
YEAR IN REVIEW 2012/13
23
MEDIA PARTNERSHIPS Working in partnership with media publications enables
Your Golf Travel
Brand USA UK & Ireland to generate positive coverage of
September 2012
the USA as a holiday destination direct to the consumer via a valued media owner. Partnerships reach both
To position the United States of America as the golf
online and print audiences. Research shows that a large
destination, and to maximise the buzz around the Ryder
percentage of consumers considering a holiday pull out
Cup in 2012, Brand USA partnered with Your Golf Travel
and retain travel and destination-specific supplements for
to produce a standalone USA supplement showcasing key
future reference and go-to guides.
golfing destinations.
Consistent media partnerships create a year round
Activity included:
presence for the United States of America, keeping it top
•
of mind with the consumer and enabling ‘one voice’ for the USA. These partnerships also create bespoke platforms for
Bespoke ‘Destination USA’ 32-page golf supplement and distributed through eCRM and direct mail activity
•
our travel industry partners to be included.
Content focused on the leading U.S. golf travel destinations
•
Print circulation: 267,500 copies
By working in partnership with media and reaching the
•
Readership: more than 1.5 million
consumer directly, we aim to;
•
Distributed with all leading UK golf magazine titles
•
Improve perceptions of the United States of America
•
Delivered to premium level Your Golf Travel clients
as a destination
•
Displayed within 2,500 UK golf clubs
Showcase the USA as a diverse, welcoming and
•
Included with Direct Golf UK purchases
surprising or adventurous country
•
Digital version emailed direct to 350,000+ golfers
• • • •
Make the readers think about the United States of America in a fresh way
Partner Results:
Showcase the Brand USA experience pillars in all that
•
yourgolftravel.com page views: +82%
we do
•
Total bookings: +53%
Rekindle the passion for travel to the USA Increase
•
Passengers booked: +93%
awareness of the diversity of travel experiences in the
•
Room nights booked: +59%
United States
•
Rounds of golf booked: +72%
•
Increase intention to travel to the USA
•
Increase length of stay in the USA
Campaign Results:
•
Increase UK/Ireland visitor spend
Campaign value: £112,623
•
Inspire the readers to ‘discover this land, like never
In kind value: £87,623
before’ at DiscoverAmerica.com Increase Brand USA awareness by consumers
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PR ME TR IC
To book and travel to America in the next 12 months
•
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•
ROI
1.5m READERSHIP
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25
The Independent, The i Paper and the London Evening Standard October - December 2012
Brand USA UK & Ireland wanted to showcase the U.S. as a
Activity included:
unique destination with unexpected holiday experiences
•
The production of four 16-page USA special
available. By working on a high impact campaign across
supplements pulling out of The Independent
three newspapers with different audiences, the partnership
Newspaper Traveller section and the Evening
with The Independent, The i Paper and the London Evening Standard (collectively ESI Media) reached a large
Standard •
and diverse audience.
In addition, four 8-page print USA supplements were developed pulling out of The i Paper
• This multi-platform strategic editorial partnership
four experience pillars – Culture, the Great Outdoors,
showcased the variety of experiences available in the USA. Head of Travel, Simon Calder, and his team immersed
The four supplements each focused on Brand USA’s Cities and Indulgences
•
To complement the supplements six ‘48 Hours In...’
readers in a world of the unexpected, rekindling their
city guides were produced within the papers; these
desire for travel to the USA.
focused on Houston, Washington D.C., Boston, Chicago, New Orleans, Las Vegas
The campaign strategy of informative, insightful journalism
•
The digital campaign component ran for the duration
deepened engagement by driving those with an interest in
of the print campaign and consisted of four ‘48 Hours
travelling and in search of new experiences to seek more
In…’ videos presented by Simon Calder, in Houston,
information online, whilst generating conversations about
Boston, New Orleans and Las Vegas respectively.
the USA.
The total video views reached over 6,660; one of the highest campaigns that ESI Media has run PRESENCE BRAND
•
The four ‘Traveller’ print supplements were replicated on the Independent.co.uk/DiscoverAmerica online
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PR ME TR IC
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hub, where over 56 relevant articles could be found •
Two competitions ran during the campaign to win trips to the U.S., partnered by Intrepid Travel and Travelbag
•
Additional online activity included interactive
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mapping and an image gallery •
Social media activity complimented all activity and the two competitions were highlighted on the Facebook competitions page, which is visible from the front page of The Independent’s Facebook page.
ROI
Twitter was also implemented with links from three Independent handles: @IndyOffers; @ Indy Travel, and @ Independent main account
7.5m PRINT REACH
Campaign Results: •
Print reach: 7.5million
•
Unique users: 107,895
•
Page views: 138,190
•
Competition entries: 59,198
•
The campaign touched on all 50 States and 5 U.S. Territories
Campaign value: £1,069,640 In kind value: £512,200
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Austin CVB Partnership October / November 2012
To leverage the consumer and media interest in the 2012
The campaign created a bespoke interactive Austin city
Formula One United States Grand Prix event, Austin CVB
guide including accommodation, dining, music and activity
(together with upweight funding from Brand USA) wanted
suggestions; an image gallery, specially created video,
to utilise this event as an opportunity to drive interest in
social media forum, branded traffic drivers and sponsored
Austin as a holiday destination.
featured links. The microsite, www.guardian.co.uk/visitaustin, housed all Austin tourism information, a 600-word
The campaign was initiated to encourage UK F1 fans
advertorial page in addition to a 600-word competition
planning to attend the event in Austin to engage in
page. The competition was in conjunction with Virgin
tourism experiences and to explore beyond the Circuit of
Holidays and Austin CVB partners.
The Americas track, as well as to inspire those following the F1 season in the UK that they should make Austin the
Campaign Results:
destination for their next holiday.
•
164,560 page views
•
107,026 unique users
A two month campaign was activated with The Guardian.
•
Average dwell time of 2.46 mins
This included print and online, both editorial and
•
10,720 competition entries
advertorial, as well as incorporating bloggers and social
•
2,227 opt-ins for Austin visitor guides
media elements, linking to chosen Austin sites.
•
150% increase of Visit Austin Facebook fan acquisition
•
3,590 unique visitors from the UK to austintexas.org – an increase of 22%
• PRESENCE BRAND
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Austintexas.org dwell time increased by 34%
164,560 PAGE VIEWS
150% Increase in Visit Austin Facebook fan acquisition
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TTG Partnership October / November 2012
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To highlight Brand USA as a competitive travel brand at PR ME TR IC
Trade Gazette to sponsor the TTG Travel Awards and
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the tourism marketing organisation partnered with Travel
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two of the UK’s largest and most established trade events,
undertake showcasing activities at World Travel Market
industries. The paper has an audited circulation of 18,670
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news and destination reports for the travel and tourism
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TTG is the world’s oldest travel trade newspaper, featuring
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2012.
and is distributed to high street travel agents, homeworker organisations.
TTG Awards October Brand USA was the headline sponsor at the prestigious TTG Awards. The high profile industry ceremony, which makes the leading travel retailers and suppliers in the UK very much the stars of the show, was held in London’s Leicester Square. The partnership showcased the new tourism marketing body for the United States of America to full effect and provided Brand USA with a unique platform, placing it in the spotlight in front of a large travel industry audience. In the two month lead up to the event, Brand USA received extensive exposure as headline sponsor on print, digital and ecomms marketing activities and in numerous editorial pieces. A lock-up logo was created specifically combining the TTG Awards and Brand USA logos. TTG collaborated with the Brand USA UK & Ireland team on each and every execution to ensure quality of production and maximum stand out at all times. The event itself was hosted by actor and comedian, David Walliams, and Brand USA received extensive exposure on all collateral and branded spaces at the awards venue and after party spaces, including; billboards, posters, table pop-us, on screen, goody bags, event programmes, refreshment wrappers, podium wraps and the trophies themselves. Attendees consisted of approximately 800 high profile travel industry personnel.
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ROI
agents, call centres, tour operators and other travel
TTG Daily Supplements at WTM November 2012
To create a platform from which to highlight Brand USA as a competitive travel organisation and to gain exposure in a highly competitive market in the UK, Brand USA partnered with TTG, the official media partner, during World Travel Market 2012. The official daily newspaper was produced for each of the four days of WTM. TTG produced the daily paper and it was distributed to every stand at pre-opening each day, as well as being handed out by promotional teams at every major entrance to Excel to delegates. Each year, the dailies report on all the major news breaking from around the world and what’s happening at the show, as well as all the events in the evening. It is considered a WTM must-read. The partnership also ensured Brand USA provided a platform on which the DMOs and industry partners could showcase news and information reaching readers with one U.S. voice. Activity included: •
Brand USA cover wrap on Day 1 of TTG WTM Daily edition
•
20 pages Brand USA advertorial in Day 1 (Monday 5 November)
•
Opportunity for destination partners
•
Digital hosting
•
Live TV shoot
•
Online stand post-event
•
Passport competition
•
3x DPS advert on days 2, 3 and 4 of WTM
•
4x 1/4 page strip adverts
•
Readers included all attendees at WTM
to send news for inclusion
(including DMOs, Industry and Stakeholders) of which the footfall is 50,000 Campaign Results: Campaign value: £113,660 In kind value: £68,750
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The Luxury Partnerships October / November 2012 PRESENCE BRAND
audience who had not previously been exposed to it on a large scale, Brand USA established two
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PR ME TR IC
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To highlight Brand USA’s luxury offerings to an affluent
media partnerships with two well-regarded, high-end
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House & Garden Gourmet Travel supplement January 2013
ROI
Published by Condé Nast, House & Garden is a consumer magazine covering all aspects of home interest. Editorial content includes features on interior design, food and drink, garden furniture, travel and new products. The readership is 63% female, 37% male with an average age of 50. 42% fall into the AB category, 58% are ABC1. Gourmet Travel is the annual food-focused travel supplement that is bagged and distributed with House & Garden each year in the January edition – on sale 1 December 2012. Activity included: •
Creating a four-page USA food focused advertorial in conjunction with Condé Nast House & Garden Gourmet Travel supplement to place the USA as a desirable holiday destination.
•
Focusing on the high-end food and drink
£41,800
options and unique experiences •
Showcasing a different side to the USA’s gourmet options
•
Reaching a circulation of 128,000; of which
•
Average household income: £101,400
•
H&G readers spend an average of £6,508 on holidays and short breaks every year
•
21% spend over £10,000 per year on holidays
•
Unique audience: 90% of our readers do not read Harper’s Bazaar, Tatler and Vanity Fair
•
94% do not read Condé Nast Traveller
Campiagn Results: Campaign value: £41,800 In kind value: £25,800
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publications.
CAMPAIGN VALUE
The Daily Telegraph’s Ultratravel December 2012
Ultratravel is a glossy, quarterly magazine which
Activity included:
showcases the ultimate in luxury travel. From stylish
•
celebrity haunts to epic journeys, the very best the travel world has to offer can be found within its inspirational
table USA supplement •
pages. Published four times a year, Ultratravel has a print run of 600,000 and is distributed with The Daily Telegraph
Inspirational features on destinations and experiences available in the USA
•
on Saturday in London and the South East. It is also available at Telegraph.co.uk/ultratravel.
Creating a high end bespoke 44-page glossy coffee-
Targeting affluent holidaymakers in London and the South East in search of the ultimate USA experience
•
Positioning the United States of America as a desirable, high-end tourism destination and to
Brand USA UK & Ireland worked with the publishers to
rekindle the consumer interest – for both first-timers
create an additional supplement focused solely on the USA and highlighting the destination’s unique luxury
and repeat visitors •
offerings.
Ensuring the U.S. is top of mind for holidaymakers and to make America their next holiday destination
•
Providing a platform for niche and luxury industry partners to advertise and, where appropriate, to be included editorially. Advertising was sold to industry partners at a hugely discounted cost of a full page £6k Vs rate card of £28,461
600,000 circulation
•
Publication date: 15 December 2012
•
Ultratravel USA reached a circulation of 600,000
Campaign Results: Campaign value: £130,000 In kind value: £100,000
YEAR IN REVIEW 2012/13
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ESPN Partnership December 2012 – September 2013
Brand USA aims to educate and inspire more international
knowledge and recommendations for the branded feature
visitors to the United States by showcasing the best that
video content.
American sport and recreation have to offer. The campaign with ESPN highlights the diversity of sporting experiences
Campaign KPIs have been set and the team aims
available in the United States of America in a fresh and
to maximise output of all activities via PR through
unexpected light, inviting visitors to “Discover this land,
releases and further events to ensure a buzz around the
like never before.”
developments.
The partnership also includes a robust international media
PRESENCE BRAND
campaign; a unique game app to enable users to find PR ME TR IC
features highlighting each State’s sport and sports tourism
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them to follow; and a selection of bespoke branded video
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out more about U.S. sports and find the right team for
products.
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DMOs have been given the opportunity to input insider
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partnership, maximising the campaign elements. The
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Brand USA UK & Ireland has been managing the
ROI
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DiscoverAmerica.com sports calendar: Housed on a new specific sports page, DiscoverAmerica. com/USA/espn-calendar, the calendar gives users the opportunity to understand which cities are hosting which U.S. sporting events and teams so they can plan their holidays accordingly and experience some of the unique and passionate U.S. sporting culture. The easy-to-use tool provides background information on the teams, as well as detail about each game and provides relevant news, training and scouting updates.
$4.1m Campaign value
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U.S. Sports Team Picker - ‘Get in the Game’:
the USA they should support by inputting their sporting
An opportunity for sports fans to find out more about U.S.
passions and personal interests, such as the U.S. state
sports and sports tourism in the USA. Get in the Game
they plan to holiday in and the game will provide them the
is a bespoke online tool which will be housed online at
closest match to their set of circumstances. Whether it’s
ESPNAmerica.com and on an ESPN-branded section within
American football, baseball or basketball, Get in the Game
DiscoverAmerica.com. Due for launch in July, the game
is sure to inspire visitors.
means sports fans can find out which sporting team in
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United States of Sport:
Media Sponsorships:
Housed online at ESPNAmerica.com and on an ESPN-
•
Sponsorship of NFL Super Bowl XLVII coverage on
branded section within DiscoverAmerica.com – the United
ESPN America in mainland Europe, the Middle East
States of Sport will profile sport and tourism in all 51 U.S.
and Northern Africa.
states (including the District of Columbia) through a range
•
of bespoke audio-visual content, including specially-
football debate show ESPN FC Press Pass; season-
produced branded features on each state. These videos will focus on sports and recreational tourism opportunities
ESPN (UK & Ireland): Season-long sponsorship of long sponsorships of MLS and MLB programming
•
ESPN AMERICA (UK, Ireland and Nordic regions
rooted in each state’s distinct sporting heritage and made
feed): Season-long sponsorships of MLB
possible by each destination’s unique landscape and
programming and, daily news and information show
culture. The branded features, which will be completed later this summer, will run online at DiscoverAmerica.com.
SportsCenter •
ESPN AMERICA (mainland Europe, the Middle East
United States of Sport also includes a range of information
and Northern Africa): Season-long sponsorships of
and background about recreational opportunities available
MLB programming; season-long sponsorships of NFL
across the United States, as well as each state’s sporting
programming, and, daily news and information show
teams and venues.
SportsCenter Campaign Results: Campaign value: £4,100,000 In kind value: £2,523,000
YEAR IN REVIEW 2012/13
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Travel Weekly March / May / September / November 2013
PRESENCE BRAND
Travel Weekly is a trade publication for the travel industry PR ME TR IC
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street travel agents, homeworker agents, call centres, tour
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distributed to a circulation of 14,785, consisting of high operators and other travel organisations.
from March until November. The partnership involves
D I G ITA LM ET RI C
Weekly campaign with longevity – running nine months
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year round, Brand USA UK & Ireland established a Travel
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To ensure those who sell the USA are being reached
the creation of standalone supplements that will be and which can be showcased at trade and industry events, such as IPW and WTM. Activity includes: •
Creating four bespoke supplements to reach the travel agent directly
•
Working closely with the editorial team to create 16-pages of content on the USA as a destination, various products and useful information, as well as Brand USA’s key messages
•
Each supplement focusing on an experience pillar and highlighting the experiences and product required by agents to sell America like never before
•
Ensuring the content covers a wide range of USA destinations
•
Providing the DMOs and Tour Operator partners in the UK an opportunity to submit news based on the theme of the supplement for editorial consideration
•
Inclusion of Agent interview to provide peer to peer messaging and recommendations
•
Brand USA cover wrap and insert – used to highlight agent specific activities such as the Megafam, fam photo website relaunch, USA Discovery Program; as well as pull out and keep reference documents, e.g. the map
•
Online editions are housed online at www. travelweekly.co.uk/USAGreatOutdoors
Campaign Results: Campaign value: £114,048 In kind value: £63,000
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YEAR IN REVIEW 2012/13
ROI
distributed with Travel Weekly during key booking periods,
£114,000 CAMPAIGN VALUE
YEAR IN REVIEW 2012/13
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The Guardian April – October 2013
Brand USA UK & Ireland has developed a high impact
The multi-platform campaign activities include;
media partnership with The Guardian (Monday-Saturday) and The Observer (Sunday). Running over six months
•
Focusing on innovative travel throughout the USA
(April to October), the campaign highlights travel to
by using crowd sourced intineries via bloggers and
and within the USA to a UK target audience of young
a unique Keroapp to plot a live journey – known as
professionals, experience seekers and active retirees. This
Twitrip
target group travels to uncover the undiscovered in a
•
Producing bespoke standalone travel USA
destination, and they are motivated by excitement and the
supplements with themes focusing on Music, Arts
opportunity to undertake challenges.
and Culture, American History, Theme Parks and Americana, Big Sky Country and Food – these have
The ‘travel like a local’ six month campaign involves the creation of a series of trips across the USA showcasing
been based on Brand USA’s experience pillars •
Creating and producing a series of six bespoke videos
unexpected travel experiences, as recommended by the
based on each theme, as well as innovative and
people who live there.
interactive photo galleries •
Creating a series of 10 double-page spread
The team of travellers relies on the amazing local
advertorials in The Observer magazine on various
hospitality to discover the true America, like never before.
locations and focusing on a variety of experiences in
Their themed journeys are shared with a targeted travel
the USA
audience across all Guardian platforms, and the campaign
•
demonstrates the breadth, ease and range of a holiday in
Travel and through it’s influential team of award-
the USA.
winning writers •
The partnership with The Guardian builds on the successful campaign around the Austin CVB Formula 1
A robust social media campaign through Guardian
Supporting online traffic drivers and print display advertising
•
campaign in 2012.
Running bi-monthly competitions – the inaugural launch partner was Intrepid Travel
•
Implementing a permanent ‘USA’ branded tab on Guardian.co.uk/travel – the only country other than ‘England’ to achieve such a coup
•
Opportunities for Partner involvement and buy-in exist
•
Brand USA UK & Ireland will ensure all aspects of the campaign are delivered to a high standard and that campaign KPIs are delivered. Pre- and post-campaign Brand Aid Panel analysis is being undertaken to assist with insights and research PRESENCE BRAND
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ROI
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YEAR IN REVIEW 2012/13
£2.9m CAMPAIGN VALUE
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Timings & Themes •
27 April – 24 May: Theme Parks and Americana
•
25 May – 21 June: Arts and Culture
•
22 June – 19 July: Big Sky Country
•
20 July – 16 August: Music
•
17 August – 13 September: American History
•
14 September – 11 October (ongoing): Food
The full content will live on Guardian.co.uk/DiscoverAmerica and Guardian.co.uk/travel/usa Campaign Results: Campaign value: £2,913,290 In kind value: £1,910,790
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YEAR IN REVIEW 2012/13
GUARDIAN.COM monthly unique users
77.9m
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AFFINITY PARTNERSHIPS TOG24 Brand USA partnered with the UK’s largest outdoor sports
PRESENCE BRAND
clothing manufacturer and retailer, Tog 24, to create PR ME TR IC
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promotional campaign to push skiing in the U.S.
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a winter-season long nationwide in-store and online
The campaign comprised posters and POS in 55 stores nationwide along with a presence on their website which
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on www.TOG24.com
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receives 165,000 web impressions per month
The promotion included holiday sweepstakes advertised on –in-store wall poster, changing room poster, till-point component to include homepage traffic driver on www.tog24.com, competition splash page, entry form and terms and conditions with links to DiscoverAmerica.com. The campaign generated 10,271 newsletter sign ups from passionate UK skiers and snowboarders.
11,941 COMPETITION ENTRIES
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YEAR IN REVIEW 2012/13
ROI
displays, window stickers and till-point fliers. Online
Golfbreaks.com PRESENCE BRAND
Brand USA teamed up with Europe’s largest golf travel company, Golfbreaks.com to create a new dedicated 20 PR ME TR IC
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50,000 copies. This coincided with Golfbreaks.com’s big
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page ‘Discover America’ brochure with a print-run of launch into the USA (covering the states of California, Nevada and Arizona in the west; North Carolina, South
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Brand USA were co-sponsors of the Golf Live Consumer
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opening of a new office in Charleston, South Carolina.
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Carolina, Georgia and Florida in the south-east) and their
Show which this year took place over three days in May ROI
(11th-13th) at the Celtic Manor Resort (a golf-centric hotel and leisure resort) in the Usk Valley, Newport, South Wales. •
Co-branding with Brand USA on all promotional literature and brochure pages
•
Co-sponsorship of Golf Live consumer show (11-13 May 2013)
•
Brand USA staff present at Golf Live show
•
Brand USA American Challenge promotion with Colin Montgomerie
•
Email outblast to 220,000 database
YEAR IN REVIEW 2012/13
45
TELEVISION PRESENCE BRAND
Television is an important medium in the UK and Ireland for the core Brand USA target audience of ABC1 35-54 PR ME TR IC
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week. 16 % of the 55+ audience watch 4-5 hours of TV per
E AD TR
year olds with 22% watching 10-15 hours of television a day (163.8i).
scale broadcast coverage and seek opportunities for
D I G ITA LM ET RI C
promote the USA. Our aim is to target innovative, large-
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USA campaign, and will continue to be a key outlet to
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Television was the media launch platform for the Brand
extensive destination coverage, both in relation to travel ROI
and lifestyle. In 2012, Brand USA UK & Ireland created a bespoke website to house television programme idea submissions from television production companies and put together a TV Advisory Board to judge these ideas. TV.thebrandusa.co.uk was built specifically to accept and elicit confidential television ideas from production partners. Over 80 submissions were uploaded to the site during August and September 2012, before a shortlist was submitted to an experienced Television Advisory Board to review. Following the Board’s advice, Brand USA (D.C. office) chose three submissions of which we will aim to work in partnership to create the programmes.
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YEAR IN REVIEW 2012/13
80+ SUBMISSIONS AUG - SEPT 2012
Charley Boorman’s American Adventure An established format, Brand USA is now working with Charley Boorman (of Long Way Round and Long Way Down fame) travelling right across the USA, and experiencing every aspect of adventure the country offers. Experiencing the extreme highs, lows, natural landscapes and borders of one country in order to really get under its skin, the presenter’s route will take him from East to West and North to South as they motorbike the length and breadth of the USA. Sometimes they’ll need to swap their two wheels to explore the varied and more difficult terrains of the country using whatever method of suitable local transport is available. From trains through the mountains, to canoes on river rapids, hang gliders, skies and ropes, Charley will borrow or hire to ensure he reaches the furthest corners of the country, giving the viewer a chance to explore the landscape from all levels. It’s not only the scenery, but the locals that will make this the journey of a lifetime. The presenter will experience the culture and traditions of a wide variety of peoples; the sometimes extreme characters he meets along the way are as colourful as the scenery. Charley Boorman’s American Adventure, as it will be aired in the UK, will focus on the cultures and the communities of the country, discovering the historic routes and contemporary constructions with beautiful high definition photography, revealing some of the most astounding landscapes on the planet. The series offers the audience a televisual experience like no other before it. There will be thrills and spills as Charley motorbikes across the USA, taking part in activities, meeting local communities, climbing dramatic heights and diving deep rivers, showcasing the USA and it’s many experiences like never before. Brand USA will be working with production, trade, DMO and other partners to maximise this opportunity, as well as cross-development with DiscoverAmerica.com and all social media channels. In addition to airing in the UK, the format is also sold in over 100 countries internationally where it will be aired as ‘Extreme Frontiers USA’. Filming is taking place during the summer ready for a UK broadcast on Channel 5 of winter 2013/2014.
YEAR IN REVIEW 2012/13
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PR & Media RELATIONS Public Relations The Brand USA UK & Ireland PR team works to raise
Activities include:
awareness of the entire USA and highlight the diversity
•
awareness of the entire USA as the preferred leisure
of experiences available across the 50 states and five
destination for UK/Ireland holidaymakers.
territories. The aim is to position the USA as the preferred leisure destination for UK/Irish holiday makers by
Creating destination media coverage to raise
•
Generating positive coverage and to reach both the consumer and industry in the UK and Ireland through
generating coverage and buzz around the key experience
key media initiatives aimed at our target audiences.
pillar messaging; inviting visitors to discover this land, like never before.
•
All proactive media outreach in the UK and Ireland is
•
Ensuring the majority of communications activity identifies with the Brand USA experience pillars. communicate “US Entry and Security Processes”,
centred on Brand USA’s four experience pillars – Great
targeting UK/Ireland media and other stakeholders.
Outdoors, Urban Excitement, Indulgence and Culture – and to enhance the messaging that America is a ‘fresh, unexpected and welcoming destination with friendly
Raising awareness of Brand USA initiatives and
•
Incorporating ongoing key messages/top priorities wherever possible:
locals’. ––
Transparency, responsiveness, and
A key focus for the proactive media communications in
collaboration with the industry and our
the UK and Ireland is also to enhance awareness of Brand
government partners
USA and DiscoverAmerica.com; to maximise the share
––
impact across all media and create widespread media
Marketing the USA as the world’s premier travel destination
of voice of America as a destination, and to increase the ––
Working with the Departments of State and Homeland Security to provide travellers vital
interest and interaction.
information that inspires and makes it easier for them to explore the USA ––
Fulfilling our mandate to increase international inbound travel will counteract more than 10 years of decline, which will drive job growth across America
––
Working closely with UK/Ireland stakeholders and key contacts, including DMO, airline, accommodation, and CVB PR contacts
––
Building on the 2012 progress, continue to position Brand USA’s London office as the first port of call for any general media enquiries about the USA in the UK and Ireland
––
Promptly advising Brand USA and the U.S. Embassy of any customer complaints / issues
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Media Relations Ongoing day-to-day media relations form the basic communication between Brand USA and media in the UK and Ireland. •
Brand USA UK & Ireland has established a vast network of media contacts and will continue to maintain close relationships with key travel and lifestyle journalists and editors in the UK and Ireland. The team will continue to pitch U.S. travel stories and angles on a regular basis, with a minimum of 10 story pitches per month on average.
•
Create new media contacts and develop a database of key media (including national travel desks, magazines, travel trade, regionals, marketing press and freelancers) on an ongoing basis.
•
Update and maintain the UK/Ireland media kit for distribution to journalists.
•
Closely communicate with PR managers at U.S. travel suppliers and DMOs which have offices in the UK/ Ireland to coordinate media relations efforts.
•
Produce and distribute UK/Ireland press releases on Brand USA’s initiatives or other information concerning the U.S. entry and security process.
•
Continue to produce a monthly media newsletter of Brand USA and multi-State news. These newsletters consist of short, snappy updates (approx. 10) that media find useful for inclusions in NIBS (news in briefs), as well as generating ideas for press visits.
•
Travel Trade PR activity includes proactively pitching both destination information and USA training fams and events to trade press in order to create exposure and secure coverage of the team’s activities to a travel agent audience.
•
Brand USA UK & Ireland works in conjunction with the industry to enhance America product through media
TOTAL CIRCULATION OF COVERAGE TO DATE
612m
relations and visits. •
Crisis communications and liaison between D.C., specific States and the U.S. Embassies in the UK and Ireland are actioned when required
Coverage to date: Total Circulation: 612,643,699 Total Valuation: $20,379,464
YEAR IN REVIEW 2012/13
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VISITING JOURNALIST PROGRAM Having established the Visiting Journalist Program (VJP)
travel writer visited New York, California, Chicago and
in year one for Brand USA, the UK & Ireland PR team
New Orleans and secured commissions in the following
continues to develop the VJP by targeting key publications
publications;
and journalists to experience first-hand the colour and
•
The Daily Telegraph
welcome of the USA as a desirable holiday destination.
•
The Sunday Telegraph
Through the diversity of story angles covered across the
•
Stella Magazine
United States of America, in market travel writers highlight
•
Sunday Times STYLE Magazine
the unexpected, whilst inspiring and re-energising UK
•
Forbes Lifestyle
holidaymakers to choose America for their next holiday.
•
The Sunday Times Travel Magazine.
The VJP enables Brand USA to work in partnership with the industry and to host media from print publications
VJP highlights over the year include prolific freelancer and
(trade, consumer), broadcast (free-to-air and cable
ex-travel editor of The Daily Telegraph, Graham Boynton,
television, and radio) and online channels (websites,
proclaiming Washington, D.C., as ‘The city that rules the
bloggers).
world’ in his pre-election piece to the Mail on Sunday’s 1.7 million readers; Matt Bolton exploring space tourism
The VJP runs both proactivity and reactively, working
and the alien side of New Mexico in a ten page feature in
with target publications and responding to media looking
Lonely Planet Magazine, and an extensive travel special
to travel to America in return for compelling feature
with Shortlist magazine based on literary and film classics
coverage, and including the DiscoverAmerica.com call to
On the Road, Sideways and Fear and Loathing in Las
action.
Vegas.
VJP activity includes:
Brand USA also partnered with American Airlines as we
•
Pitching U.S. tourism stories to key media outlets, and
sent one hardy journalist to all 50 states in 30 days. ‘The
arrange journalist visits to the U.S. on a regular basis.
United States of Adventure’ project demonstrated the
Managing and delivering a large number of media
variety of the USA as a holiday destination, as well as
visits reaching multiple outlets, working with airline
the ease of getting round utilising the broad scope of
carriers and with DMOs on ground support resulting
American Airlines’ network in the U.S.
•
in positive coverage in the UK press. •
•
Working closely with other U.S. DMOs that are
Coverage to date:
already hosting journalists to ensure efforts are not
Total Circulation: 370,116,557
duplicated.
Total Valuation: $8,417,819
Establishing multi-state visits with itineraries beyond the U.S. gateways reaching a fair number of U.S. states over the year. This can often result in journalists
PRESENCE BRAND
securing multiple commissions from one Brand USA
Ensuring visits endeavour to involve various elements
PR ME TR IC
•
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involved.
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trip, ensuring maximum exposure for the states
of the ‘experience pillars’. •
Including the Brand USA consumer website call
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Multi-state visits reaching multiple outlets are an
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DiscoverAmerica.com.
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to action and inspire readers to discover more at
economical way for Brand USA to secure exposure on
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YEAR IN REVIEW 2012/13
ROI
a number of different levels. For example, a freelance
$8m+ TOTAL VALUATION
YEAR IN REVIEW 2012/13
51
Travel Trade Activities The Brand USA UK & Ireland office aims to mobilise all major travel trade partners in the market to create more
LOA Highlights & In Kind Successes
U.S. travel packages and market them more aggressively with constantly increasing budget commitments. From
From a busy ITB in March 2012 to a packed IPW in Los
a start-up position Brand USA UK & Ireland has driven a
Angeles, World Travel Market and beyond, Brand USA
highly effective and coordinated programme of outreach,
UK & Ireland has maintained the intensity of the industry
connecting with the trade on a one to one basis to
outreach programme throughout the year. Strong and
facilitate and generate support, while establishing Brand
mutually beneficial partnerships with tour operators,
USA in the local marketplace.
DMOs and other key industry partners have been
Our role is to:
established and developed, with over 200 meetings being
•
Enable the travel trade to sell more America
held with key USA visitation influencers. These included
effectively and to maximize the continued buzz of
British Airways, Virgin Atlantic, United, Universal, TUI,
Brand USA as a marketing organisation.
Thomas Cook, Flight Centre and Trailfinders; as well as
To ensure all UK/Ireland travel trade agents have the
niche market and specialist operators, such as US Airtours,
knowledge and tools required to sell the USA as a
Ocean USA, Scenic Tours and Black Tomato.
•
holiday destination. •
To mobilise all major travel trade partners in the
Most significant was the signing of a Founding Airline
UK/Ireland to create more U.S. travel packages and
Partner agreement with leading UK transatlantic carrier,
market them more aggressively with constantly
British Airways.
increasing budget commitments. •
•
•
To ensure Brand USA UK/Ireland is represented at
The Brand USA team maintains dialogue and regular
all established trade shows. To create and provide
meeting schedules with industry partners in all key sectors
a B-to-B platform for U.S. travel suppliers by both
of the industry responsible for generating U.S. visitation.
establishing new events and participating in major
The office has raised significant partner investment via
travel shows both in the UK/Ireland markets and
the LOA programme, reaching in excess of $10million
globally.
in value – a clear and definitive notice that Brand USA’s
Maintain close communications with key stakeholders
commitment to the market is being recognised and
in the UK/Ireland, including U.S. travel suppliers,
backed by significant co-operative operator funding.
DMOs, U.S. Embassy, and the American Chamber of
In response to a major programme of trade outreach,
Commerce, to keep them updated on Brand USA’s
and the subsequent well-received Brand USA advertising
initiatives on a regular basis.
campaign, trade partners in the UK and Ireland warmly
Provide most-updated information on Brand USA’s
welcomed the opportunity to benefit from the substantial
initiatives and upcoming programmes to these key
brand advertising spend in 2012-2013 by placing the Brand
strategic partners.
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Partners were encouraged to submit their activity for valuation by the Department of Commerce. Some 30 submissions were received in the UK and Ireland with a
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D I G ITA LM ET RI C
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projected in-kind value of $8.6million
ROI
52
YEAR IN REVIEW 2012/13
Results to date: •
Number of industry meetings: 200+
•
Total LOA partner contribution value: $10million
•
Projected in-kind value: est. $8.6million
Visit USA UK & Ireland / U.S. Commercial Service
Brand USA has enjoyed a successful partnership throughout the year with the Visit USA executive boards and U.S. Commercial Service departments in the UK and Ireland, regularly presenting a clear vision of Brand USA’s goals and objectives, as well as a comprehensive overview of in-market activities and partnership development programmes. Brand USA in the UK raised its in-market trade profile through headline sponsorship and active participation in the VUSA Independence Day Ball on 4th July 2012; providing a platform to meet with key industry figures while showcasing the new brand. In addition, Brand USA UK & Ireland attended the annual Visit USA media marketplace, which takes place each 4th July week. Brand USA extended its partnership with Visit USA in the UK by supporting and participating in the 2012 series of agent training roadshows in the last quarter of
engagement to our specially created ‘Discover America UK
2012. The end of year roadshows, which took place in
Trade’ Facebook page, cross-promoting the UK trade fam
London, Birmingham and Leeds, ensured engagement
photo website and inaugural Megafam competition.
between agent, U.S. suppliers and Brand USA. Attendance exceeded 300 from multiple and independent retailers
Facebook results exceeded two hundred uploaded
and home-workers.
photographs, more than 100 ‘likes’ to the page in just three days and increased interactivity between agents.
The team leveraged the opportunity with a significant presence throughout, ensuring raised profile of the trade
Backed by Brand USA media assets, including the
development programmes, while generating improved
60-second TV spot, Brand USA’s keynote speech
understanding amongst travel professionals of Brand
opportunity at the roadshows provided a comprehensive
USA’s role in market. Sponsorship of an interactive, fully
overview of the mission, goals and trade partnership
branded photo-booth provided agents with immediate
ambitions in-market. Further Brand USA presence was augmented by co-branded POS materials and promotional literature, participation in interactive competitions and staff uniformed polo shirts featuring the DiscoverAmerica. com call to action.
100 FACEBOOK LIKES IN THREE DAYS
In Ireland, Brand USA co-sponsored an intimate event for media at the annual Army V Navy football game in conjunction with the U.S. Embassy and Visit USA Ireland. Brand USA UK & Ireland also attended the Visit USA media marketplace ahead of the commencement of Holiday World in Dublin. On invitation from the U.S. Commercial Service Department, Brand USA UK & Ireland played an active advisory role on the UK International Advisory Committee for IPW, responsible for recruiting the UK delegation of buyers and travel writers.
YEAR IN REVIEW 2012/13
53
Industry Partner Events Tour Operator Advisory Board
Destination Forum
To ensure an effective platform from which to
Brand USA UK & Ireland hosted a successful Destination
share knowledge and intelligence critical to market
Forum in London as part of its sustained programme of
development, Brand USA UK & Ireland established a
outreach with State Destination Marketing Organisations
Tour Operator Advisory Board (TOAB) comprising of 12
(DMOs.) As key fulfilment partners, the format of the
industry peers represented by key fulfillment partners
Forums was aimed at providing a voice for destinations
from all market sectors. The Board meets twice yearly
to share views and ideas with Brand USA to increase
and provides insights to Brand USA to ensure targeted
the effectiveness of our programmes. Jay Gray, Vice
development of its programmes in the UK and Ireland.
President Global Partnership Development, Brand USA,
The Board also provides Brand USA with data and
attended the inaugural event and played an integral part
insights regarding the trade-related, economic, legislative
in the panel’s delivery of Brand USA’s current and future
and consumer issues affecting our market. Information
initiatives in the UK and Ireland, as well as globally. Open
collected and shared with Brand USA helps form part of
Q&A sessions ensured engagement with all attendees and
the trade strategy process on both sides of the Atlantic.
concluded with a list of efficiency suggestions submitted for approval.
Jay Gray, Vice President Global Partnership Development, attended the inaugural meeting in September 2012 and played a key role in sharing Brand USA’s mission,
PRESENCE BRAND
objectives and future goals. PR ME TR IC
R NE RT PA
TOAB meeting in February 2013 driving lively debate
E AD TR
Brand USA UK & Ireland successfully hosted its second concerning many key issues affecting our sector. Particular emphasis focused on economic outlook, legislative issues/
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Shared operator market performance intelligence
DI G I TA LM ET RI C
our sector.
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APD, future capacity and competitive matters impacting
highlighted buoyancy in the U.S. market sector, with unanimously. A key section of the agenda focused on improved understanding of partnering opportunities with Brand USA. Particular emphasis was placed on the brand association benefits partners have derived from Brand USA’s in-kind and joint media planning and buying programmes in-market. The popularity of TOAB’s format and effectiveness was underlined as members voted to initiate a series of interim webinars/conference calls to maintain engagement and continuity with Brand USA UK & Ireland.
54
YEAR IN REVIEW 2012/13
ROI
sustained year on year growth in excess of 20% reported
YEAR IN REVIEW 2012/13
55
World Travel Market Brand USA opened its WTM 2012 campaign with an onstand reception and media call formally recognising British Airways as its Founding Airline Partner. Chris Thompson, Brand USA President & CEO, presented a ceremonial plaque to Richard Tams, Head of UK Sales & Marketing at British Airways, and senior BA Executives in honour of the ground breaking agreement. Brand USA’s presence during WTM at Excel in London was considerable and the sentiment from the attendees and all participants was extremely positive. Advance preparation and partner outreach for Brand USA’s activities during World Travel Market paid strong dividends with a fully expanded appointment schedule throughout. This industry leading trade event provided a timely platform to engage key industry partners with the Brand USA team and senior delegates from Washington, D.C., to discuss current and future joint marketing and partnership development initiatives, particularly LOA next steps and implementation. A highly successful and very well attended on-stand networking event was held on Tuesday 6 November, which proved to be a huge draw as other DMOs coordinated events to take place in conjunction. Key trade partners and media gathered to hear Chris Thompson’s first official address as Brand USA President and CEO. Warmly received by all, the address ensured meaningful engagement with key players and drove improved awareness of Brand USA’s mission and plans. Post WTM impact and feedback has been overwhelmingly positive.
50,000 Attendees at WTM
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YEAR IN REVIEW 2012/13
YEAR IN REVIEW 2012/13
57
Agent Engagement & Activity The agent audience in the UK and Ireland is more
The Facebook page was kick-started at the Visit USA
important than ever with over 27% of travellers still
Roadshows in November 2012. Linking the Brand USA
choosing to book via agents. Relevant and engaging
sponsored photo-booth with the Facebook page enabled
communication with this group is essential to ensure they
an initial gain of over 100 likes in just three days. The
are provided with the tools and information to sell the USA
account has continued to grow organically, as has the
successfully.
Twitter account.
In 2012, Facebook and a Twitter pages were established
Both the Facebook and the Twitter pages will play a key
to represent Brand USA to the UK and Ireland travel
role during the Megafam as we encourage interaction from
trade. The Facebook page can be found under the
agents and partners to gain wider reach across the UK and
title Discover America UK Trade (www.facebook.com/
Ireland travel industry as a result of the campaign.
DiscoverAmericaUKtrade) and the Twitter page can be found under the handle, @USATravelTrade (www.twitter.
Launching from the Megafam in spring 2013, the
com/USATravelTrade). Through these social media
development of an email database for USA focussed
channels, Brand USA UK & Ireland aims to build up a
agents will lead into the regular communication with this
trade-specific audience with which we can communicate
group via email and social media to encourage uptake of
messaging and promote new and relevant campaigns,
the USA Discovery Program, fam photo competition, as
such as the Brand USA Megafam, the Fam Photo
well as training and roadshows.
Competition and the upcoming USA Discovery Program, Brand USA’s travel agent and trade learning programme.
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YEAR IN REVIEW 2012/13
Travel Agent Fam Photo Competition PRESENCE BRAND
The Travel Agent Fam Photo Competition launched in summer 2012 to encourage agents to share their love PR ME TR IC
R NE RT PA
destination. As part of the competition, the website, www.
E AD TR
for the USA and to reinvigorate trade interest in the famphotoUSA.co.uk, was launched where agents from the UK and Ireland can upload photographs they have taken have the option to ‘like’ their favourite photos, generating
O DM
DIG ITA LM ET RI C
a peer-to-peer social element.
R NE RT PA
on familiarisation (fam) trips in the USA. Travel agents
The website established agent community, which ROI
continues to grow, and created a buzz about the USA as a premier travel destination. The winning 12 travel agents had their photographs printed in the 2013 Brand USA desk calendar, which was distributed to all entrants and to UK and Irish travel agents via TTG, reaching 8,000 travel agents. The overall winner won a place on Brand USA’s first ever Megafam in spring 2013. The site, which has recently been relaunched to coincide with the inaugural Brand USA Megafam, allows photos to be uploaded from any fam to the United States of America that has taken place during 2013 (from January) and can easily be uploaded on the go using a mobile phone or tablet, as well as a desktop or laptop. Furthermore, users will be able to access the site through the Fam Photo Facebook app, as well as automatically enter photos via Instagram, using the hashtag #famphotoUSA2013. The website allows entrants to add details and locations of the photos, enabling the gallery to be filtered by USA region or category (e.g. landscapes, cities, food and wine). This year’s competition will continue to raise awareness of the USA, invigorate sales and generate a stream of ‘brand ambassadors’ within the UK and Irish travel trade. The competition will unite all fam activities by State DMOs, tour operators and airlines. Through the competition and the resulting 2014 calendar, Brand USA UK & Ireland aims to raise awareness of the United States as a holiday destination to frontline staff and to highlight the diversity of holiday experiences, ensuring America is top of mind when speaking with customers.
YEAR IN REVIEW 2012/13
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BRAND USA MEGAFAM PRESENCE BRAND
The inaugural Brand USA Megafam brought 100 agents from a range of UK and Ireland operators together to of America.
R NE RT PA
PR ME TR IC
E AD TR
experience multiple destinations across the United States
Seven itineraries covering 21 states were created in conjunction with DMO and CVB partners, as well as international flights; American Airlines, who partnered on
O DM
all domestic flights within the USA, and Avis, the ground
D I G ITA LM ET RI C
R NE RT PA
transport partners, British Airways, who hosted all
transportation partner. ROI
Agents could enter to win a place on the Megafam by entering British Airways and American Airlines flights sold to and within America from 1st January 2013. Sales were logged at a bespoke website, www.USAMegafam.co.uk, and BA saw their bookings increase 24% as a result of the promotion. The Megafam, which took place from 9 – 16 May 2013, was designed by Brand USA UK & Ireland to showcase the USA as a diverse destination with a wide variety of experiences available, as well as the partner airline products to the travel agents. After spending six nights on their designated itinerary, the groups flew to Miami for a grand finale. Here, the agents presented as teams the highlights of their fam itineraries and educated their fellow Megafam agents in order that they will be able to sell the destination with more confidence.
MAY
The seven Brand USA Megafam itineraries included the
MEGAFAM
following states: •
APPLY NOW AT USAMEGAFAM.CO.UK
Idaho - Montana Classic California: California
•
Beautiful South: Georgia – Tennessee – Mississippi – Louisiana
•
Texan Treats: Texas
•
Meet the Midwest: Illinois – Wisconsin – Minnesota
•
East Coast Hotspots: Massachusetts – New York – Pennsylvania – District of Columbia
•
Pacific Playground: Washington – Oregon
All met for the finale in Miami, Florida.
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YEAR IN REVIEW 2012/13
2013
SEVEN ITINERARIES. ONE ICONIC COUNTRY.
Western Wilds: Colorado – Wyoming – Utah -
•
9th-16th
TE_Megafam_FP.indd 1
01/03/2013 10:40
Megafam Social From highlighting the relaunch of the Travel Agent Fam Photo Competition (www.famphotoUSA.co.uk), to engagement with a number of different channels, the Brand USA Megafam social media activity integrated with a number of different audiences and channels, including; •
Facebook - facebook.com/DiscoverAmericaUKTrade
•
Twitter - @USATravelTrade using the hashtag #USAMegafam
•
Tumblr - brandusa.tumblr.com
•
Travtrade - usamegafam.travtrade.com
TTG Partnership A robust TTG media partnership campaign was
270+ TWEETS USING #USAMEGAFAM
implemented to ensure direct reach and ongoing engagement with agents about the competition, as well as maintaining contact with those who weren’t selected and other agents.
YEAR IN REVIEW 2012/13
61
The TTG campaign consisted of a number of different elements, including; Pre-fam: •
An extensive advertising campaign raised awareness of the fam to the UK and Irish travel trade. This not only generated entries, bit raised awareness and reinvigorated the trade to sell the USA like never before
•
ific Pac round g Play
Alongside the core campaign with Travel Trade Gazette front line sales staff, the campaign also included other
Hand
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trade publications to reach the Irish trade audience and ook
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Partners (British Airways, American Airlines and Avis) were included in the larger advertising formats and on
Hand
book
the bespoke microsite advertising formats and on the bespoke microsite, as well
dd
30/04/2013 12:58
UK and Irish sales staff, as well as training and product
Destinations were also referenced in the larger
3.in
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niche long haul agents. The activity reached over 50,000
•
FAM
1 M 2 WWeilsdtesrn MFA GA ME M DBO GOK YOUE FDA OK R HAN FAM OYOU R H AFA A B G AND ER HAN BOOM 3 M K YOU
(TTG), the largest print and online channel for agents and
•
Classic California
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as image-led designs During fam: •
During the Megafam itself, TTG engaged in social media dialogue, which included Partners and direct interaction with UK/Irish audiences. The TTG social media audience consists of approximately 12,000
Post-fam: •
When the agents arrived back into the UK and Ireland after the fam, the journey continued with agents training their colleagues on their experiences; cascade training is a requirement of all selling staff attending fams
•
A 28-page post-fam supplement was produced and distributed with TTG. This provided a platform from which to: ––
Provide all Partners with exposure (all lead partners will receive logo inclusion and all participating partners will receive credit)
––
Use agent feedback to promote the destinations visited and include selling tips and facts for all agents reading the piece
––
Promote the Brand USA Megafam as the leading long haul fam and an annual fixture that will continue to showcase the diversity of the USA
Campaign Results: •
Campaign Reach – 45,000 UK Travel Trade
•
Website traffic – 2,701 Uniques
•
Fam Applications – 550
Campaign value: £131,140 In kind value: £80,355
62
YEAR IN REVIEW 2012/13
45,000 CAMPAIGN REACH TO UK TRAVEL TRADE
YEAR IN REVIEW 2012/13
63
W H AT W E ’V E
ONLINE
LEARNT
ABOUT
TRAININ
G
Gender USA Discovery Program MA L E Brand USA has just announced the launch of a new online
Age
24%
PRESENCE BRAND
F E MA L E
E AD TR
PR ME TR IC
agent training programme for the UK and Ireland.
18 - 2 5 1 5% 26 - 35
An online training tool about the diverse destinations and
3 6 - 45
2 5% 46 - 55 1 5% 56 - 65 4% 66+ 0%
experiences available in the USA to inspire and help the travel industry sell this land like never before. R NE RT PA
32%
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Brand USA UK & Ireland undertook in-depth research to
76%
D I G ITA LM ET RI C
Discover the Research
41%
and decided to create a platform based on their needs that will provide a new and exciting way to learn
RES ERV ATIO NS ALE SS TAF F
RETAIL TRAVEL AGENT
10%
17%
ROI
find out how agents use destination training programmes
R NE RT PA
USA Discovery Program
so we can sell this land, like never before.
ER WORK HOME
JANUARY 1
1 8
22
2
2
1 8
2
9 8
23 3
3
3
3 3
4
4
4 44 4
5
6
6
HOW LO NG HAV E YOU BEEN SE LLING H OLIDAYS ?
7
6
5
5
7
7
14
13 5 5 12 13 6 6 14 5 12 1 11 7 21 8 12 13 147 11 15 1615 20 12 126 16 16 9 19 13 13 15 16 17 17 18 12 19 20 17 17 7 21 8 18 19 1421 14 28 16 17 20 18 18 18 18 222315 13 22 17 27 19 19 2324 23 16 26 20 22 20 23 2519 26 2424 24 27 14 28 15 25 30 22 21 2821 23 26 27 25 24 25 25 25 29 29 20 24 26 26 30 31 30 23 26 29 27 21 27 30 31 3131 22 28 28 29 30 31 27 31
15
29
12
1
8
9
9 29 10 1010 9 10
29
10 11 11 1110 11
30
OTH ER
0- 3 YE AR S
12%
4-6 YE AR S
17%
7-1 0 YE AR S
28
16%
11+ YE AR S 55 %
R E LEA
ING N I A R T
BOU NT A
E ONLIN
W E ’V W H AT
T
WHEN D O YO U NORMA L LY
66%
Age
5 18 - 2 1 5% 35 26 -
r Gende
E MA L
24% F E MA
45 36 2 5% 55 46 1 5% 65 56 4% 66+
LE
7 6%
32%
8
15
22
29
64
1
2
2 3 3 3 3
6
3
3
4 4
4 44
4 5 11 11
5
5 12
6
6
7 13
7
5 5 12 13 6 13
6 14
12
137
6 12
20
11 13 19 20 11 12 10 11 9 20 9 210 1010 19 10 1110 12 18 19 13 9 20 18 19 26 14 18 20 27 19 17 18 18 16 9 17 17 27 16 17 17 17 265 18 16 2 26 19 20 8 16 25 15 21 27 26 16 24 25 25 27 26 24 25 24 23 231522 24 23 24 22 25 24 23 26 15 27 23 22 28 23 31 3131 30 30 22 31 31 31 30 29 29 30 22 30 30 29 29 9 2
1 8 8
2
9 8
1 8 16 15 15
YEAR IN REVIEW 2012/13
9
19%
LE SS TH AN 5 MI NS
5 - 15 MI NS
OTHER
ER RK WO ME HO
AR 0- 3 YE
14
147
7 21
14 21 1421 27
28 21 21 28
28
28
S
AR 4- 6 YE
28
15 - 30 MI NS
USE A DE SKTOP CO MPUTER
N?
31% 30 + MI NS
3% USE A TA BLET
12 % 17 %
S 16 %
WYEH AT S 7- 10 O C IA L NETW AR S 11+ YEO R K S D O YO U U S E TO H E L P YO W IT H Y O U R WO U RK?
R U NO D O YO WHEN
OW N TI ME
48%
17%97%
10%
7
12 2
2%
YOU HAVE S? LONG G HOLIDAY HOW IN L L SE N E E B 5
30%
BR EA K
USE A MOBILE
Y UAR JAN 1
LU NC H
0%
T GEN EL A RAV IL T RETA
1
HO UR S
3%
H OW LO N G WO T R A IN 4 1 %IN G W E B S IT EU LIND YO U S P E N D O N A A T Y P IC AL SESS IO
0%
RESERVATION SALES STAFF
41%
OF FI CE
D O YO U R T R A IN IN
AR S
YO U R Y DO MALL
T R A IN
55 %
74 % IN G ?
30% W 3%OH AT ’S T H E B E S T
32% 28%
G?
41
%
Welcome to the USA Discovery Program Housed at www.USADiscoveryProgram.co.uk, agents can find straightforward information on regions and U.S. states and territories, as well as experiences and holiday themes to provide an overview of the USA as a destination and to enable cross-selling on all aspects of sales to the USA. •
The USA Discovery Program launched at IPW 2013
•
Launch market of UK/Ireland with potential for development to extend to other markets globally
•
•
destination Reinvigorate the user to sell more holidays to the USA
•
Provide a social platform for the user to learn about Increase pool of USA travel agent specialists via
•
Provide a platform for USA Partners to present to UK/ Irish sales staff
•
Sponsorship and advertising third party purchase options
•
Social functionality and integration with Facebook and Twitter
•
accreditation •
Buy-in opportunities for Partners to host live webinar events with live Agent interaction
the USA •
Deeper links to DMO / CVB existing training programme platforms
•
Grow the user’s knowledge of the USA as a holiday
•
Accreditation on both regional/geography as well as holiday experiences
One stop shop for Agents to find information on the USA and holiday experiences
•
•
Differs from existing training programmes due to live and social elements
•
The USA Discovery Program encompasses all of the USA – enabling Agents to cross-sell product
Direct the reader to current agent campaigns and trade opportunities
YEAR IN REVIEW 2012/13
65
USA Specialist Agents can take interactive quizzes to become USA Specialists, and receive award badges as a recognised qualification of expertise. The USA Discovery Program aims to help agents learn more about the USA as a holiday destination, both in terms of this vast and varied country and it’s regions, states and territories, as well as specialist holiday experiences, such as winter sport, fly-drive and family holidays. The online learning environment allows agents complete flexibility throughout the course, learning in their own time, at their own pace. There are five regional tests that need to be completed before moving onto the specialist modules, which are more experience based. It is when agents pass these quizzes that they become a USA Specialist, such as a USA Fly-Drive Specialist or a USA Great Outdoors Specialist. The staggered launch phase will include the following Experience modules: •
Big City Buzz
•
Great Outdoors
•
Music/Heritage/Culture
•
Fly-Drive
•
Coastal Escapes
•
Family
•
Winter Sports
•
Food and Drink
66
YEAR IN REVIEW 2012/13
Agent online forum
Live partner opportunities
Discover the social side
Perks of the Program
The social side of the innovative platform will also be of
Other perks of the Program for agents include receiving
benefit to agents. The USA Discovery Program’s social
invitations to attend exclusive events, roadshows and
functionality integrates with Facebook and Twitter, as well
chances to participate in famil trips to the USA, such as
as being an online forum where agents can become part
the Brand USA Megafam.
of a community, sharing knowledge, asking questions and interacting with their peers.
Through the inaugural initiatives to benefit agents, Brand USA aims to raise awareness of the USA to frontline staff
Live and social – Partner opportunities
and to highlight the diversity of holiday experiences,
Members will also be able to enjoy exclusive live events
ensuring America is top of mind when speaking with
and webinars with partners direct from the USA. From
customers.
video training sessions to live Q&As, there will always be something new to ensure agents are kept up to date with the latest from the United States of America.
YEAR IN REVIEW 2012/13
67
Technology Regular communication with industry partners is crucial
In addition, a central portal for information and resources
to ensuring that we share up to date information with
was developed and launched to the UK and Irish markets
representation offices, public relations contacts, tour
at the DMO Forum in September 2012. The site, www.
operators and airlines. Brand USA UK & Ireland is
industry.thebrandusa.co.uk, is updated on an ongoing
able to develop online channels to communicate with
basis and includes the following information:
stakeholders in an effective manner utilising the in-house •
Frequently Asked Questions
•
Logos and Guidelines
The websites use the newest web technologies wherever
•
Image downloads
possible, enhancing design and efficiency. One example of
•
Toolkit
this is responsive web design (RWD), where the website is
•
Contacts
tailored with all screen sizes in mind, providing an optimal
•
News room
viewing experience for the user on any device.
•
Social media links
team at Black Diamond Digital.
The Brand USA UK & Ireland monthly newsletter is
PRESENCE BRAND
deployed on the last Thursday of each month to over PR ME TR IC
partners with planning and to ensure they are aware of
R NE RT PA
all pertinent trade and consumer activities to help aid
E AD TR
600 key industry contacts. It provides a round-up of
how they can benefit from Brand USA’s efforts.
real-time campaign activity is displayed on a map, giving
O DM
looking into opens, clicks and shares. In the world view,
DIG ITA LM ET RI C
generated to analyse the success of each newsletter by
R NE RT PA
Using in-house email marketing software, reports are
an instant overview of the reach of the newsletter. ROI
68
YEAR IN REVIEW 2012/13
Collateral Development Brand USA UK & Ireland has worked on developing a number of communications collateral, such as the Brand USA map and Brand Messages, that have been utilised and distributed globally. Brand USA Brand Messages The Brand Messages were developed to accompany the Experience Pillars and to highlight the United States of America as a •
Fresh
•
Unexpected
•
Welcoming destination, with
•
Friendly locals
Brand USA Map The Brand USA UK & Ireland office developed over 3,500 words of copy to ensure that the first ever Brand USA map and information guide was a robust and useful piece of material for both consumers, visiting journalists and the travel trade. From useful information on entry to the USA and timezones, to destination information based around the four experience pillars of the Great Outdoors, Urban Excitement, Culture and Indulgence, alongside key facts for each. The guide also holds inspirational copy on scenic routes and National Parks and Monuments. Key details have been placed on a key and colour coded map which can be used and distributed globally. International Visitors Guide The Brand USA UK & Ireland office also worked with Miles Media on proofing the International Visitors Guide (IVG) and advised on distribution methods. The IVG has recently been distributed to 60,000 readers of the Mail on Sunday – a core target audience for the USA.
YEAR IN REVIEW 2012/13
69
Future Activities IPW, Las Vegas 2013
IAGTO
•
•
•
Representatives from Brand USA UK & Ireland will
USA with the IAGTO North America Convention
delegation members
(NAC), to include a Brand USA Golf Tourism Summit
Brand USA UK & Ireland has worked with a number of
creating a single representative voice for golf tourism
key media attending IPW 2013 to maximise exposure and coverage of the USA within the travel pages •
In mid-November, the event will incorporate Brand
attend the trade show to handle appointments with
in the USA •
The office will continue working to leverage every
Brand USA will become the events premier partner, which includes exclusive research and activities
opportunity for IPW 2014
•
Global media coverage of the Brand USA Golf Tourism Summit & NAC will generate national and international
Sport Federation Lobby
media coverage of the Brand USA golf tourism
•
strategy.
Brand USA UK & Ireland plans to establish a steering committee to develop proposal directed at English
•
Premier League to stage the premiership in the USA
HUB media
for one weekend in January 2016 onward
•
Brand USA UK & Ireland plans to initiate a film
Develop key U.S. steering committee personnel,
production seminar for Brand USA and DMOs to
including U.S. team owners, CVBs and U.S. TV
highlight the merits of their destinations as filming
networks
locations •
This is an opportunity to position the USA as a viable
Routes
filming destination and to encourage production
•
companies to consider and choose the USA as their
Brand USA UK & Ireland has negotiated a global contract for Brand USA to have a strong presence at the event in October 2013
•
preferred location over competitors •
The inaugural conference will be held at IPW 2014
Event activity and promotion will include;
- Exclusive Sponsorship of the lunch and
Media events
networking stand
•
- Lead Sponsor of TAS (including key note
speech)
- Online and print advertising and profile
Brand USA UK & Ireland will plan and carry out a major media event to communicate U.S. tourism messages to key media contacts in the UK
•
opportunities
- TTG and Routes News publication partnerships
at the event
Working in conjunction with the PR managers of U.S. travel suppliers and DMOs which have offices in the UK will ensure messages are closely coordinated
•
In Ireland, Brand USA will co-sponsor the quarterly Travelmedia event, for both travel trade and
Brand USA / British Airways Golf Day (Timing: 30 July)
media, held in Dublin in July – linking with July 4th
•
celebrations
Brand USA UK & Ireland will host the inaugural Brand USA Golf Day in conjunction with Founding Airline Partner, British Airways
•
This event is an opportunity to invite key travel trade and media contacts for networking event and day of golf
•
Creates a platform for Brand USA UK & Ireland to gain insights from the attendees in a relaxed environment
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YEAR IN REVIEW 2012/13
Looking AHEAD Brand USA UK & Ireland is currently developing a number
Condé Nast Traveller
of partnerships, including the following, which will
•
endeavour to offer Partner buy-in opportunities.
Brand USA is planning a partnership with global brand Condé Nast Traveller to create a bespoke standalone supplement on the USA, showcasing the country, it’s
The Daily Telegraph •
•
Brand USA UK & Ireland plans to develop a high
products and experiences in a different light •
The global partnership, established by the UK &
impact longevity media partnership to reach an
Ireland office, will run across all international editions
affluent target audience
in the five countries that Condé Nast Traveller is
The campaign aims to work across print and online,
published in (except the USA) - UK, Spain, Italy,
incorporating; o Supplements
Russia, India •
o Advertorials o Adverts
Partner buy-in opportunities are being discussed and will shortly be available
•
The supplement will be bagged with the monthly
o Sponsorships
edition(s) of Condé Nast Traveller and will reach a
o Editorial
global circulation of 255,503 and a readership of 1,058,000 across the five countries
Sunday Times Travel Magazine •
•
•
By showing the reader an America they don’t
Currently planning to create 4x bespoke supplements
yet know, or haven’t yet discovered, in a creative,
each based on the Brand USA experience pillars
intelligent, thought-provoking and seductive way, we
highlighting the undiscovered America
aim to rekindle their passion for travel to the USA
Working closely with the editorial team to create the content, including our key messaging and that of our Partners
Ski Campaign •
Brand USA plans to create a through the line marketing initiative to include OOH, print and digital campaigns tailored to both the U.S. ski industry and UK travel trade partners
•
Creating a frame work that generates maximum reach and maximum Partner buy-in opportunities
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