International Market Update 2012 slides.pptx

Welcome! !
International Market Update!
July 25, 2012!
Agenda!
Charles Ahlers……………………...……………………..Travel & Tourism Outlook!
!
Ann Gallaugher………………………………………. Travel Trade Survey Results!
!
Domestic & International Market Updates & Program Opportunities:!
!
Pepe Avila…………………………………………..…Canada, U.K., & Australia/NZ!
Phil Hannes………………………………..… Mexico, South America, & Domestic!
Kristin Wing………………………………………………………….Domestic Market!
Ann Gallaugher ……………………………….……………..Asia, PowWow Recap!
!
Kathy Nishimura……………………………………...…Online Destination Training
!
!
!
!
!
!
!
!
! Social Media & Travel Trade Website!
Chris Locke ……………………………………………………..…Marketing Update!
!
Elaine Cali ……………………………………………….……. Social Media Update!
!
Ann Gallaugher…...................................................................................Remarks!
Charles Ahlers
AOCVCB President!
Travel & Tourism Outlook!
2012 U.S. Tourism Industry
Moderate Growth!
•  U.S. economy is recovering, but slowly; +3.0% in 2010;
+1.7% in 2011; +2.0% in 2012 forecast!
•  Employment and income growth is modest.!
•  The Euro market is very weak, except for Germany. This is a
risk for the U.S. economy and other world markets.!
•  Growth in Canada, Oceania, S. America, and Asia is still
expected for 2012.!
•  Moderate growth in U.S. air travel for 2012 (+2.5%). Planes
are full airfares are rising (+8% for 2011 and +9% for 2012).!
•  STR has forecast a 2% increase in rooms sold and a 4%
increase in ADR for 2012.!
•  Domestic U.S. travel will take a couple more years to
recover to the 2008 peak.!
Travel and Tourism Outlook!
•  64% of U.S. consumers plan to travel this summer compared
to 61% last year. (MMGY Global and USTA)!
•  Full planes and higher airfares will continue through 2012!
•  Continued strong growth for international travel to the U.S. up
5% for 2012. (OTTI forecast, April 2012)!
•  Growth in Asia (+9%) and South America (+12%).!
•  Canada (+5%) and Mexico (+3%).!
•  International visitor volumes expected strong growth trend for
2011-2016!
•  The West Coast will benefit from expected stronger growth in
travel from Asia, Oceania, and Mexico. The East Coast will
feel more impact from the weak European economy.!
OC Visitor Forecast – 2012!
•  OC visitor volume will increase about 3.5% to 44.2
million visitors for 2012!
–  More overnight visitors – up 2.5% to 19.4 million!
–  More day visitor volume – up 4% to 25 million!
•  Total OC visitor spending will increase about 6% to
$8.2 B for 2012.!
•  This is still below the 2007 peak of $8.3 billion in OC
visitor spending.!
•  Orange County will surpass the prior peak in visitor
spending and visitor volume by the end of 2013.!
Travel Trade Survey Results!
Travel Trade Survey Results!
2012 Leisure Type of Business!
!77% !Family Travel !!
!38% !Student Travel!
!31% !Performance Tours!
!23% !Custom Itinerary!
!23% !Senior Tours ! !!
!8% !Cultural Tours !
!8% !Convention/Meetings!
Travel Trade Survey Results!
Business to Anaheim/OC!
2011 (165 respondents)!
!16% !The Same!
!14% !Up less than 5%!
!27% !Up more than 5%!
!12% !Down less than 5%!
!21% !Down more than 5%!
!4% !Don’t know!
Travel Trade Survey Results!
2012  vs. 2011!
2013 Forecast.!
(2 surveys)!
(2 surveys)!
70% !57% !Up!
6% !9% !Down!
21% !35% !Same!
85%
0%
6%
3%
!
!67%
!4%
!12%
!12%
!Up!
!Down! !!
!Same!
!Don’t Know!
Travel Trade Survey Results!
Overall, clients are looking for! :!
(top 5 responses)!
Also mentioned:!
1.  Better Value!
•  Dining Discounts!
2.  Lower Hotel Rates!
•  More Travel ideas!
3.  More Amenities/perks!
•  Up to date
information/What’s
4.  All inclusive/meals!
new!
5.  Better Quality!
Canada, U.K., & Australia/NZ
Update!
#1 Source of international overnight
stays in Anaheim!
Canada!
2011!
!
Visitors to:!
!U.S.!
!California!
!Orange County!
Length of stay in OC!
Spending per visitor in California!
Average daily flights to LAX and OC!
!
!
!
21,031,000
1,528,562 !
750,000!
6 nights!
$1,077!
25!
!
!+5% !
!+5%!
Canada- Forecast!
OTTI forecast to the US:!
2011 ! ! ! !21 Million!
Forecast to California:!
2011  ! ! ! !1.5 Million!
!
!
2012 
2013 
2014 
2015 
+5%!
+4%!
+4%!
+3% !
!24 Million!
2012 
2013 
2014 
2015 
+4.4%!
+4.2%!
+3.8%!
+3.9% !
!1.8 Million!
Canada Key Facts!
Profile of Canadian Visitor to California!
•  22% of travelers from Canada expect to take more trips to US!
•  20% of Canadian travelers drove to a U.S. airport to take a
flight to a U.S. destination!
•  67% chose hotel or motel for overnight accommodations!
•  74% say a hotel with complimentary breakfast is important!
•  84% friendly service is still the most important attribute more
than room service, restaurant, high-speed internet, and a spa.!
•  54% reported that vacation/holiday was their main reason for
travelling!
•  75% returned to Canada via plane!
CONTEST
1 62
Trips
of
for
to
•
Roundtrip Flights
from Victoria
•
5 Nights Holiday Inn
Anaheim Resort
•
Southern California
Grayline transfers
•
Theme parks and
dinner Theatres
admission passes!
It5s Easy to Enter & Win
Read the Times Colonist each day during the Contest period
to find four hidden game pieces. Collect all four, affix to an
official entry form and drop it off at Peninsula Co-op or
Cheap Tickets and Travel locations.
official entry form
NAME
ADDRESS
CITY
PHONE NUMBER(S)
EMAIL ADDRESS
LET ME KNOW ABOUT SPECIAL SPONSOR PROMOTIONS
Attach 4
surfing sun
characters here
Drop completed entries at these participating Peninsula Co-op locations
and Cheap Tickets and Travel
Peninsula Co-op locatons:
• 2132 Keating X Rd Grocery Store and Gas Centre
• 6739 West Saanich Road, Brentwood Bay
• 894 Goldstream Avenue
• 2320 Millstream Road
• 4472 West Saanich Road, Royal Oak
• 6429 Pat Bay Highway
• 10930 West Saanich Road, Deep Cove
• 4140 Wilkinson Road
• 2526 Bevan Avenue
• 628 Gorge Road
• 1007 Canada Avenue, Duncan
• 4801 Trans Canada Highway, Duncan
• 805 Deloume Road, Mill Bay
• 6764 Oldfield Rd. Card Lock
Cheap Tickets And Travel, Royal Oak Shopping Centre 103 - 4430 West Saanich Rd.,
No Purchase necessary. Contest begins at 1 a.m. PDT on Sunday October 2, 2011 and ends at 11:59 PDT on Saturday
November 12, 2011. One entry per person per day. Must be at the age of majority and a legal resident of the province of
B.C. The odds of winning are dependant on the number of participants. Prize winners will depart Sunday February 26, 2012
for 1 week from Victoria to Anaheim, California. Winners must be able to travel on that date and will require valid
passports. Winners must correctly answer a skill-testing question. Some restrictions apply. Check the complete rules and
regulations at the Times Colonist front desk, 2621 Douglas St. Victoria, for more information or visit any of the participating
Co-op locations and Cheap Tickets and Travel.
©Disney/Pixar
Packages!
Kids fly free to the Disneyland Resort.*
Seriously, 100% free.
For every adult that flies, one child flies free (no base fare, taxes or fees) when you book a minimum
3-night WestJet Vacations package from select western Canadian cities to any of our properties in
Los Angeles or Orange County-Anaheim, California. Offer is valid for bookings made by August 31,
2012 for travel between September 4 and October 31, 2012.*
Fun is speeding ahead at the Disneyland Resort so plan for days and nights to take it all in.
Two exciting parks filled with world-class attractions and entertainment including Star Tours –
The Adventures Continue, World of Color, Fireworks and Mickey’s Soundsational Parade. Plus the new
Cars Land at the re-imagined Disney California Adventure Park! It’s 12 acres of high-octane fun just
OLNHLQWKH'LVQH\ì3L[DUPRYLHCars. The Happiest Place On Earth just got happier!
*Book by August 31, 2012 (11:59 p.m. MT) for travel between September 4 - October 31, 2012. Blackout dates are October 4-9, 2012 inclusive. One child (ages 2-17) flies free per one paying adult
(18+ years). Children’s ages will be verified against identification presented for travel. Minimum 3-night WestJet Vacations package via Los Angeles or Orange County-Anaheim, California required.
Only valid on bookings originating from Vancouver, Victoria, Calgary, Edmonton, Saskatoon, Regina, Winnipeg, Abbotsford, Comox, Kelowna, Prince George, Kamloops, Fort McMurray, Grande
Prairie, Yellowknife and Whitehorse. Offer is available on call centre bookings only. Advance booking required. New bookings only. Offer is limited and subject to availability. Non-refundable or
transferable. Subject to change without notice. Other restrictions may apply. Fuel surcharge between $44 -$90 round-trip still applies to Air Miles™ redemption bookings. Quebec licensee. See
westjetvacations.com for full details. As to Disney artwork, logos and properties: ©Disney. Mailing address: 6085 Midfield Road, Toronto ON L5P 1A2. TICO registration number: 50018683.
#1 Long haul market to U.S. and California!
U.K.!
2011!
!
Visitors to:!
!U.S.!
!California!
!Orange County!
Length of stay in California!
Spending per visitor in California!
Average daily flights to LAX !
Average non-stop seats (Feb. 2012)!
!
!
!
3,835,000!
702,000 +3%!
287,000!
10.4 nights!
$855!
8 flights!
58,283!
U.K.- Forecast!
OTTI forecast to the US:!
2011 ! ! ! !3.8 Million!
Forecast to California:!
2011  ! ! ! ! !702,000!
!
2012 
2013 
2014 
2015 
!
!Flat!
!+1%!
!+2%!
+2% !
!4.0 Million!
2012 
2013 
2014 
2015 
+2.8%!
+3.4%!
+3.1%!
+3.6% !
!
!797,000!
U.K. Key Facts!
Profile of UK Visitor to California!
•  123 days advance trip decision!
•  94 days advance ticket purchase!
•  33% used a travel agent!
•  69% reported that vacation was their main purpose of
travelling !
•  76% stay in hotel/motel!
•  90% dine in restaurants!
•  More likely to travel with a spouse, dine out, and go
sightseeing!
U.K. Key Facts!
What Our Partners Are Saying!
•  U.S. remains a popular choice to consider!
•  UK travel will want “guarantee” sunshine for their vacation!
•  Price and value will be again key words in determining choice
of vacation destination!
•  Looking either for free nights or added value!
•  Olympics? Wait and see…!
•  Virgin Holidays +50% in the past 30 days to Anaheim!
“1 Million Dollar Baby Club”!
Australia/NZ!
2011!
Australia ! ! ! !New Zealand!
Visitors to:!
!
!U.S.!
1,040,000 !+15% ! !190,000 +8%!
!California!
563,000 !+12% ! !114,000 +6%!
!Orange County area!
378,000 !+5% ! !N/A!
Length of stay!
!
!U.S.!
! !24 nights!
!California!
! !7-9 nights!
!Anaheim/OC!
! !6 nights!
Visitor spending U.S.!
! !$4.5 Billion +13%!
Spending per visitor in California!! !$1,454!
Average daily flights (LAX 2011)!! !8 flights!
!
Australia- Forecast!
Travelers to the US from Australia! Travelers to the US from Oceania!
2011 !
!
!
!1.04 Million!
2011 !
!
!
!1.24 Million!
2012  +9%!
2012  +8%!
2013  +8%!
2013  +7%!
2014  +8%!
2014  +7%!
2015  +7% !
!
!1.41 Million!
2015  +6% !
!
!1.63 Million!
!
!
Australian travelers to California!
2011 !
!
!
!
!563,000!
2012 +7.2%!
2013  +6.5%!
2014  +4.5%!
2015  +3.5% !
!
!696,000!
Australia Key Facts!
Profile of Australian Visitors to California!
•  157 days advance trip decision!
•  99 days advance ticket purchase!
•  62% used a travel agent!
•  86% reported that vacation was their main
purpose of travelling!
•  87% stay in hotel/motel!
•  90% include shopping and dining as part
of their vacation!
Packages!
Programs!
Fams!
Programs!
Canada!
•  Travel Agents Sweepstakes (July
2012)!
•  Western Vacations Product
Launches 2012!
–  Victoria and Vancouver (Oct. 15-17)!
–  AOCVCB Dinner Victoria (Oct. 15)!
• 
Western Canada Road Show May
2013!
Australia & New Zealand!
•  Visit California (August 2012)!
–  Sales Calls with SeaWorld !
• 
Visit USA (Feb. 11 – Feb. 22, 2013)!
–  Brochure representation!
UK!
•  Visit California VIP Fam!
–  Sept. 2012!
• 
Visit California VIP Event in London!
–  November 4, 2012!
• 
World Travel Market!
–  November 5th – 8th, 2012!
Domestic!
•  Southwest Airlines Vacations!
– 
– 
– 
– 
SWAV Retreat (May 2012)!
SWAV Travel Agent Incentive!
SWAV Call Center Visit (Oct. 2012)!
SWAV Co-op (6 hotels)!
Programs!
Mexico, South America, &
Domestic Update!
Mexico Key Facts!
2011!
!
Visitors to:!
!U.S. !
!
!
!
!
!California land & air !
!
!CA by air only !
!
!
!
!LAX by air only !
!
!
!
!
Orange County area ! !
!
Overnight visitors:!
Spending per day per visitor !
Length of stay in Anaheim Hotels Air service into LAX - daily !
!
!
Air service direct to LAX – Annual
!
!
!
!
!
!
!
!
!
!13,414,020 (0%)!
!6,400,000 (-1%)!
!476,000 (+29%)!
!301,369 (+22%)!
!920,000!
!$71 ($717 per trip)!
!6-7 nights!
!4,357 seats / 32 flights!
11,852 flights!
!(over 1,590,213 seats)!
Airline Partners!
June 3, 2012 Alaska Airlines!
United Airlines!
American Airlines !
Delta Air Lines!
Mexico Key Facts/ Trends!
Motivators!
California is #1 Destination!
Proximity, Ease !
Diversity!
Accommodation rates!
Exchange rate – peso!
Air capacity!
Promotions / Value added!
Shopping!
Visit friends and family!
Deterrents!
Airfare plus extra charges !
Entry and exit requirements!
Visa processing time!
Competition - other offers!
Language barriers!
Mexico Opportunities!
Programs/ Strategies!
Members of Visit USA!
• Training Seminars (Wholesaler/Retail)!
California Alliance!
• Annual Sales Mission!
• Distribution of Guides/Collateral!
• Email campaigns!
• Airline Partnerships!
• Consumer Campaigns!
Call Center Staff Training!
• Best Day Travel!
• AMEX!
• Volaris!
• Aeromexico Gran Plan!
Trade Shows!
• La Cumbre!
• Pow Wow!
FAMS!
Destination Training!
Hosted over!
175 travel professionals!
Mexico!
Brazil!
Chile!
Panama!
Mexico!
Annual Mega Fam!
Campaign!
MOVIE Launch!
Brazil!
Visitors to:!
!U.S. !
!
!
!
!
!1,508,279 (+26%)!
!California !
!
!
!
!178,000 (+35%) !
!Anaheim/OC !
!
!
!72,000 approx.!
Spending per day per visitor !$163 ($1,809 per trip)!
US/California length of stay!
!7-11 days!
Length of stay in Anaheim !
!1 - 3 nights!
Air service to LAX !
!
Hubs - Connections!
!
!
!
!!
Only Direct GRU-LAX - Korean Airlines (< 1 flight/day)!
!
Brazil / SA Opportunities!
Brazil:!
South Marketing!
FAMS!
ABAV - October!
Sales Calls!
Specialist Program!
!
South America:!
California Alliance!
Visit USA - Ar, Ch, Pe!
Specialist Program!
Email Campaign!
!
La Cumbre!
Pow Wow!
Domestic Review!
AAA Road Shows!
Northern CA & Southwest!
AAA Costa Mesa!
Jetblue Reservation Staff!
N T A!
FAM’s!
Military Programs!
Domestic Update!
Domestic Programs!
June – Las Vegas!
Allegiant Training – June 26, 2012!
•  Trade Show style presentations!
•  104 Allegiant staff!
•  15 Partners!
•  Participation Fee: $150!
Anaheim/OC Specialist Quiz specific to Allegiant GOGO Training – June 27, 2012!
•  Trade Show style presentations!
•  20 GOGO staff!
•  13 Partners!
•  Participation Fee: $80!
Domestic Programs!
August!
!
SYTA Conference in Nashville, TN!
Student Youth Travel Association!
August 24-28, 2012!
!
Expected Attendance: Approx. 200 tour operators!
!
Destination Get-Together!
Where: Governor’s Ballroom!
When: Sunday, August 26 from 8:15 – 9:00 am!
!
Auction Donation Deadline: Tuesday, July 31!
!
Domestic Programs!
October!
!
Southwest Airlines Vacations!
Orlando, Florida!
Tentative Dates: October 10 or 11, 2012!
Trade Show Style Presentations
Expected agents: 100-120!
Estimated Participation Fee: Approx. $900!
!
Client Dinner!
SWAV marketing and call center managers!
!
Domestic Programs!
Alaska Airlines GSA Revenue Growth!
2011 2012 (YTD) !
Total Growth (all countries) 34% 10% Japan 10% -­‐1% Korea 48% 16% Hong Kong 29% 60% UK 15% 11% Australia 27% 6% New Zealand 21% 41% Mexico 86% 15% South America 28% 42% Domestic Programs!
October!
!
Alaska Airlines GSA Fam!
Dates: October 30 – November 2, 2012!
25 Top Domestic & International Managers!
Host rooms/meals/tickets/transportation!
Welcome Reception!
!
Domestic Programs!
November!
!
Get Away Today Fam!
Dates: November 3-8, 2012!
Approx. 30 agents!
Estimated Participation Fee: approx. $300!
Networking Reception!
!
Asia Update!
Japan!
2011!
!
Visitors to:!
!U.S.!
!California!
!LA/Orange County!
Spending:!
!per day in California!
!per visitor in California!
Length of stay in California !!
Average daily flights to LAX!
!
!
!
3,250,000
561,000 !
289,000 !
!
$160!
$1,216!
7.6 nights !
9 flights!
!
-4%!
+3%!
+5.5%!
+.7%!
Japan Key Facts!
• 
• 
• 
• 
• 
• 
Rapidly changing distribution system!
Increasing # of FITs: 65%!
Growth is led by Japanese in their 20s!
Economy recovering at a moderate pace.!
Steady outbound market recovery +2% in 2011!
Favorable exchange rate: strong yen (USD = 79
yen)!
Japan Key Facts!
•  Daytime flights Haneda to U.S. to begin in 2013!
•  Low cost carrier terminals being built at Narita &
Kansai (i.e. Jetstar by JAL and Air Asia by ANA)!
•  Skymark will operate to U.S. in 2014!
•  International charter flights +60%, more direct flights
to U.S.!
•  JAL: Narita – San Diego, ANA: Narita – San Diego
flights begin in Dec.!
•  Challenge: airline fuel surcharges ($600 p/p r/t)!
China!
2011!
!
!
!
Visitors to:!
!U.S. !
!California !
!LA/Orange County!
Spending:!
!in California!
!per day per visitor!
!per visitor in CA!
Length of stay in California !!
Air service!
!Daily seats to LAX!
!Average flights per month to LAX!
!
1,089,000 ! !+36%!
517,000 ! !+29%!
339,000!
!
$1.548 billion!
$179!
$1,897!
10.6 nights (-7.2 nights)!
!
775 seats!
223 flights!
!
China Key Facts!
•  California is the number one U.S. destination for
Chinese visitors!
•  Fastest growing international market!
•  Huge demand for outbound travel!
•  Visitor volume +7% 2010, +33% 2011!
•  China will be 3rd largest market by 2020!
•  2 million Chinese tourists to U.S. by 2015!
•  Number of visitors from China projected to grow 135%
by 2016!
•  WTO Forecast: 100 million outbound travelers by 2020!
S. Korea!
2011!
!
!
!
Visitors to:!
!U.S.!
!California !
!LA/Orange County!
Length of stay in California!
Spending per visitor in CA!
Average daily seats to LAX!
Air service to LAX!
CA market share of U.S. visits!
Growth to CA over 10 years!
!
1,145,000 ! !+3%!
410,000 ! !+5%!
236,000!
16.4 nights !+4.0 nights!
$1,607!
1,439 seats!
180 flights/month!
36%!
+47%!
S. Korea Key Facts!
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
Robust Economy!
Visa Waiver Program = rapidly growing travel to U.S.!
94% households have internet access!
Social media #1 source travel info!
30 million smartphone users (60% of population)!
Goal: for kids to learn English in U.S.!
7th largest overseas market!
Stable currency (KRW 1142 per $1 USD)!
Key target markets: families & adventure seekers in their 20s to 40s!
Thai Airways Seoul – LA = +18% seats to CA!
JAL Narita – San Diego = more visitors from Japan/Korea/China!
Brand USA will launch in S. Korea this summer!
Programs!
Visit California Beijing & Shanghai (CITM) !
!Taipei with Lion Tours!
Visit CA Japan/S. Korea sales mission!
Pow Wow - Club Anaheim OC !
USCS Webinars (China, S. Korea, India)!
!
!
!
Receptive!
!Holiday Sales Calls – December 2012!
!Receptive Luncheon – Jan. or Feb. 2013!
!!
Nov 2012!
!
April 2013!
June 2013!
annually!
Receptive Operator Event
Recap!
• 
• 
• 
• 
!
February 2, 2012!
Knott’s Berry Farm!
71 clients attended!
86 partners (57 companies) attended!
AOCVCB Asian Microsites!
Targeted Languages: Japanese, Korean, Simplified Chinese
Targeted
Site Map:
• 
• 
• 
• 
• 
• 
• 
Home
Activities
Attractions
Shopping
Dining
Accommodations
Location
Current Multilingual Information!
Programs Recap!
Visit California!
• 
• 
• 
• 
• 
Unified global marketing strategy!
$50 million budget!
“Summer of Fun” program!
Family Market segment!
“Dreamland” documentary film!
Brand U.S.A.!
•  Public-private marketing entity to promote travel
to U.S.!
•  $200 million budget!
•  Caroline Beteta is interim CEO!
•  “Land of Dreams” global marketing campaign!
•  1st: U.K., Japan, Canada!
•  2nd: Brazil, S. Korea!
•  DiscoverAmerica.com!
Online Destination Training, Social Media & Travel Trade Website
Update!
Anaheim OC Specialist Program
Overview!
• 
• 
• 
• 
Online destination training quiz!
Quarterly newsletter and prize drawings!
Eligible for a spot in annual Specialist Fall Fam!
Engaged in conversation on Facebook and
YouTube!
Anaheim OC Specialist Program!
•  2,280 Specialists; +60% YOY!
•  Estimated annual production 455,499
room nights (60% response)!
!As of July 18, 2012!
Anaheim OC Specialists
Distribution!
Anaheim OC Specialists by Country 5% 15% 39% 18% 23% Canada Australia/New Zealand LaUn America DomesUc Other InternaUonal • 
• 
• 
• 
• 
Canada: 932! ! !+120% !
Australia/NZ: 542 !+46%!
Latin America: 415!+33%!
Domestic: 362 ! !+32%!
Other Intl.: 28!
As of July 18, 2012!
Future!
•  Proprofs!
•  Currently in English and Spanish!
–  Goal: Portuguese, Chinese, Japanese,
Korean!
•  Specialized quizzes for specific missions!
•  Specialist pin!
Anaheim OC Specialist
Facebook!
•  425 Fans!
Specialist Fam!
•  September 26-29, 2012!
•  30 agents!
•  Welcome Evening Reception!
–  September 26, 2012!
–  Location: TBD!
Travel Trade Website!
•  Only in OC – unique items!
•  Local favorites !
•  Languages!
–  Update pages in Spanish and Portuguese!
•  Content specific to market!
•  Tailored to their needs based on survey!
Travel Trade Tools!
Visitor coupons!
•  Create flexible programs that can be tailored to different
markets!
•  Distributed electronically!
–  QR code!
–  Measure hits and usage!
Marketing Update!
Travelocity & Expedia Fall Co-op!
Travelocity 2012
Campaign: September 15 –
November 1
Expedia 2012
Campaign August 15 –
September 30
AAA Co-op!
Southwest Airlines – Spirit Magazine Co-Op!
Southwest Airlines Co-op!
Southwestvacations.com !!
•  Homepage Flash Feature Tile!
•  Anaheim Destination Page!
•  Current Deals !
!!
!
Southwest Airlines Co-op!
!
E-mail Specials!
•  Sent to more than 1.2 million consumer subscribers!
•  Sent to over 6,500 travel agents!
Press Releases !
•  Sent to over 2,000 Consumer and Trade Media!
E-postcards and Flyers!
•  Distributed to Travel Agents and Consumer!
!
Total value $85,760!
Brand USA!
!!
!
1) In-Kind Contribution!
•  Non-cash promotion!
•  Helps to provide funding for Brand USA!
2) Partnership Contribution!
•  Brand USA will match $1: $1!
•  We determine geography, timing, and audience!
•  Run international Brand USA with chosen OTA (TBD)!
!!
!
!
Social Media Update!
Facebook!
Anaheim/OC!
•  Leisure & business
travelers !
•  Communications Dept!
Anaheim OC Specialist!
•  Anaheim/OC
Specialists!
•  Tourism Dept !
Anaheim/OC CTA!
•  Anaheim/OC Certified
Tourism Ambassadors!
•  Partnership Dept!
!
Facebook!
Timeline for Brands change!
•  Cohesive illustration of a brand’s “life” and identity !
!
What does it mean for AOCVCB?!
•  Unification of accounts through visual branding!
•  Opportunity to tell the story of the destination!
•  Greater ability to share news and connect with the community!
Quick Stats!
Community!
Total Likes!
July 2011!
21,617 July 2012!
32,552!
Growth!
67%!
USA!
28,487!
Canada!
2,161!
Australia!
538!
Female!
66.9%!
Male!
32.4%!
Twitter!
•  Personal connections!
•  Join conversations about
relevant topics!
•  More frequent posting than
Facebook!
•  More timely content!
•  Personalized travel support!
In our tweets:!
Followers!
May 2011!
3,142!
June 2012! 4,851!
Growth!
154%!
Blog!
Quick Stats!
Posts per month!
8-10!
Avg time on post!
2:10!
Avg time on site!
1:10!
•  Venue for timely and niche content!
•  Posts can be directed at certain demographics; valuable
for meeting and conventions!
•  Interactive place on the website; readers can comment/
provide feedback!
Launch of destination video series - Zaya!
In February we launched ‘OC Adventures with
Zaya’, there an
engaging 7-year-old boy
named Zaya takes
viewers to some of his
favorite Orange County
spots. This series of 10,
two-minute videos
spotlights our sunny
family-friendly
destination through the
eyes of Zaya.
YouTube!
Video Series!
•  Valuable asset in destination and
partner promotion!
•  OC Adventures with Zaya!!
•  OC Up Close with Emily Kaufman!
Meeting & Convention promotional
tools!
•  M&C highlight/recap videos!
•  M&C testimonials!
•  ACC promotional pieces!
!
Destination promotion: Information!
Future Plans & Developments!
Social Media Committee!
•  Charged with social media collaboration between departments,
brainstorming and problem-solving!
•  Overseen by Elaine Cali!
LinkedIn!
•  Anaheim/OC: greater presence!
•  Great for networking with M&C sales prospects/clients and
partners!
Pinterest!
•  Great new tool to drive web traffic & visually promote Anaheim/OC!
Monthly statistic reporting!
•  From Communications!
Meeting/Convention Outreach!
•  Focus of efforts to promote meetings & conventions in Anaheim,
as well as promote the destination and it’s partners to business
visitors !
Communications Update!
Life Adventure
Sweet Wave
Laguna Beach is
home to seven
miles of Pacific
coastline.
Life Adventure in
Orange County
PHOTOGRAPHY
PHOTOGRAPHY©
©HOPE
MARKMILAM
SAUERWEIN
It’s time for the biggest adventure of all: living here.
96 SPIRIT APRIL 2012
Maybe the famed theme parks lured you in, but the yearround warm climate convinced you to stay. Or the stellar
shopping centers. Or the active sports scene. Whatever
the reason, let us lead the way to the endless options
that make life grand for Orange County’s three millionplus residents. We caught up with some of the area’s major
players—from the mayor to a CEO and a theme park vice
president—and asked them to dish on what they love
most about the OC. Their insight—plus essential info on
the area’s culture, business, and can’t-miss events—shines
a light on life in sunny SoCal.
APRIL 2012 SPIRIT
97
Publications!
The Road Ahead!
• Chef Video Series • PCH Video Series!
• Pinterest!
• Social Media Contests!
• Grand Plaza Media event!
JOLT Act!
Thank you for attending!!