visit california's 2013-2014 year in review

Y E A R I N R E V I E W J U L Y 1 , 2 0 1 3 T H R O U G H J U N E 3 0 , 2 0 1 4

INVESTING IN SUCCESSFY13/14 was another win for Visit

California. Our state’s marketing

programs again contributed to making

California the top tourism economy

in the nation, and the state’s travel

industry has the momentum it needs

to continue growing its revenue.

In my first year as Chair of Visit

California, I’ve had a front-row seat

to see the power of tourism. The

industry is an economic engine that

pumps $110 billion into the state,

employing nearly 1 million people and

generating $7.1 billion in tax revenues

for critical state and local services.

These numbers would be impressive

to any bottom line. Visit California’s

advertising returns $355 to the state’s

businesses for every $1 spent on

marketing.

Governor Brown has made California’s

economic recovery a priority, and

his office understands the valuable

contribution of the tourism industry.

With Visit California’s leadership, in

the coming years the industry has the

potential to build on its considerable

success.

As we savor the successes of FY13/14

in this Year in Review, let’s also consider

our potential for growth. I look forward

to working with you as we continue

to create opportunities for California

businesses.

PRESIDENT/CHAIRMAN MESSAGE

Michael E. Rossi

Chairman,

Visit California

Senior Advisor

to the Governor

Year in Review is an annual publication of Visit California.

Articles contained in Year in Review may be reproduced

without permission (though acknowledgment is appreciated).

Please direct all inquiries and correspondence to:

VISIT CALIFORNIA

California Travel and Tourism Commission

555 Capitol Mall, Suite 1100, Sacramento, CA 95814

Tel: (916) 444-4429 Fax: (916) 444-0410

[email protected]

industry.visitcalifornia.com

©2014 Visit California

VISIT CALIFORNIA

Caroline Beteta

President & CEO

Ryan Becker

Director of Communications

YEAR IN REVIEW

industry.visitcalifornia.com

community.visitcalifornia.com

STATE OF CALIFORNIA

Edmund G. Brown, Jr.

Governor

Michael E. Rossi

Senior Advisor to the Governor

Chairman, Visit California

2 | YEAR IN REVIEW 2013–2014

TEAM CALIFORNIAThis year marked a watershed moment

for California’s travel and tourism

industry. In October, Visit California’s

commissioners unanimously approved

a vision to pursue competitive funding

for state-level tourism marketing. The

board reaffirmed its mandate in May

with another unanimous vote that

formalized the key tenets of an action

plan to ultimately fulfill the “Dream Big

Dividend” Competitiveness Initiative.

Now, as the state’s assessed businesses

consider how to fund the “Dream

Big Dividend,” Visit California stands

ready to work for and with the industry

and our partners. Team California

is Dreaming Big together! With

your support in FY13/14, California

expanded its impact across the

globe. The new “Dream Big” brand

platform inspired a “Dreamers” TV

commercial, a new consumer tagline

and the groundbreaking Dream365

Project. Boosted by public relations,

travel trade and other marketing

initiatives, these efforts captured the

imaginations—and dollars—of visitors

looking to live the California dream. In

2013, every advertising dollar spent by

Visit California returned $355 in tourism

spending in the state. In short, our

advertising alone influenced more than

4 million people to travel to the Golden

State last year.

Visit California continued its tradition

of innovation. The Dream365 Project,

launched in February, is a trailblazing

campaign that uses a variety of

storytelling approaches—from music

and technique-driven to awe-inspiring

and humorous—to show what it means

to dream big in California. This new

content-centric approach to marketing

the California brand extends our reach

and fosters an “always on” approach that

follows changes in consumer behavior.

In-language adaptations of “Dreamers”

followed in two of California’s most

important inbound travel markets,

China and Mexico. The $3.3 million

China campaign featured popular

Chinese actress and celebrity brand

ambassador Gao Yuanyuan, who invited

travelers to celebrate the Chinese

New Year in the Golden State. Visit

California featured videos about her

experiences here, along with Dream365

video content, in a custom microsite

on Sina Weibo—China’s version of

Facebook. The $1 million Mexico

campaign capitalized on the Dream Big

theme with a heavy emphasis on family

fun, with localized digital banner ads

reinforcing the commercial content and

introducing key market drivers such

as shopping.

Despite this remarkable success,

California faces growing competition

in the global marketplace. To maintain

our state’s market share of international

travel, third-party data indicates our

direct-to-consumer campaigns should

extend into more markets. Third-

party projections show that tourism

businesses in California could more than

double the impact to their bottom lines

in a “Dream Big” funding scenario.

Regardless of the outcome of the

“Dream Big Dividend” Competitiveness

Initiative, Visit California will continue

to make its budget work as hard as

possible. By working together, we can

maximize our opportunities to bring

high-value domestic and international

travelers to the Golden State.

Thank you for your ongoing partnership

with Visit California. We look forward

to continued success in FY2014/15!

Caroline Beteta

President & CEO

Visit California

VISIT CALIFORNIA 2013 ROI

53 MILLION AWARE TARGET HOUSEHOLDS

4.3 MILLION INCREMENTAL TRIPS

$7.8 BILLION ECONOMIC IMPACT

$355 RETURN FOR EVERY $1 SPENT

TAKE A LOOK

BACK

1

YEAR AT A GLANCE

LOOK INSIDE

GRANT FOR “CALIFORNIA, ALWAYS IN SEASON” CAMPAIGNMILLION$

OCTOBER

JULY 1, 2013 THROUGH

JUNE 30, 2014

7,000MAY CHINESE VISIT

CALIFORNIA ON MICE TOUR


Fiscal Year 13/14 was a

momentous year for Visit

California. The marketing

programs continued to expand

the brand’s global audience,

drawing more potential visitors

through exciting new creative

concepts. The new “Dream

Big” platform led the way to

creation of an umbrella television

advertisement, “Dreamers,”

which was adapted in two

languages.

Inspired to Dream Big itself,

the industry voiced its interest

in examining ways to pursue

competitive funding. Visit

California embarked on a plan

to realize this dream, which

includes ongoing industry-led

conversations.

Over the past 12 months, one

thing stands out: the sky is the

limit for how big we can dream.

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41 7 500 24UNANIMOUS BOARD VOTES TO PURSUE “DREAM BIG DIVIDEND” COMPETITIVENESS INITIATIVE

RECORD NUMBER OF DESTINATIONS PARTICIPATE IN CALIFORNIA RESTAURANT MONTH

TAKE A LOOK

BACK

1

YEAR AT A GLANCE

LOOK INSIDE

GRANT FOR “CALIFORNIA, ALWAYS IN SEASON” CAMPAIGNMILLION$

OCTOBER

JANUARYFEBRUARY

OCTOBER & MAY

INDUSTRY PROFESSIONALS GATHER AT OUTLOOK FORUM

YOUTUBE TAKEOVER LAUNCHES THE DREAM365 PROJECT

JULY 1, 2013 THROUGH

JUNE 30, 2014

7,000MAY CHINESE VISIT

CALIFORNIA ON MICE TOUR

4 | YEAR IN REVIEW 2013–2014 INDUSTRY.VISITCALIFORNIA.COM

ABOUT VISIT CALIFORNIA

ABOUT VISIT CALIFORNIA

The California Travel and Tourism

Commission, doing business as Visit

California, is a 501(c)6 nonprofit

corporation formed in 1998 to

market California as a desirable

tourism destination. Visit California’s

marketing initiatives are funded by

more than 9,000 private business

partners in the state’s tourism

industry. Visit California works in

close coordination with California’s

Division of Tourism, which oversees

the assessment program. For more

information about Visit California,

visit industry.visitcalifornia.com.

OUR MISSION

Visit California’s mission is to

promote the California experience.

By developing and maintaining

global marketing programs—in

partnership with the state’s travel

industry—Visit California keeps

the state top-of-mind as a premier

travel destination.


CORE OBJECTIVESVisit California’s Strategic Marketing Plan details four key

objectives and corresponding strategies to guide the program

of work for Fiscal Years 11/12 through 15/16. These umbrella

objectives have evolved over the years to address shifts in the

marketing landscape and to be reflective of the trajectory of

the Visit California program.

Guiding Principles

Do what the industry cannot

do for itself.

Directly support tourism-related

businesses. Align with CVBs,

DMOs, U.S. Travel leadership

and Brand USA.

Focus on out-of-state and

international audiences to build

and refine the California brand.

Leverage existing assets

and alliances.

Accelerate web leadership

and research platforms.

Evaluate program

measurements and return

on investment.

Expand Statewide

Marketing Platform

PLATFORM

Take advantage of Visit California’s

position at the state level to promote

all of California and create a global

platform that supports DMO and

industry marketing investments.

STRATEGIES

Advertising & Brand

Cooperative Marketing

Research

Enrich the Brand Globally

BRAND

Expand the California travel brand to

increase its connection to consumers

worldwide and to create desire for the

California travel experience.

STRATEGIES

Media/Content Distribution

Partnerships

Earned Media

Deepen Consumer

Engagement

ENGAGEMENT

Deepen relationship with consumers

to provide inspiration and entice

sharing while also serving to connect

travelers to best-in-class resources—

both industry partners and third

parties—to facilitate planning and

booking.

STRATEGIES

Content

Website

Social Media

Deepen International

Visitation and Spend

INTERNATIONAL

Build on global brand activity to

strengthen California’s international

presence through partnership

with national marketing effort

and continued development of

relationships with third-party

influencers—both media and trade.

STRATEGIES

National Marketing

Earned Media

Travel Trade

INDUSTRY.VISITCALIFORNIA.COM | 7

ECONOMIC ANALYSIS

Our industry’s investment in tourism

marketing once again paid huge

dividends in 2013.

For every dollar spent on state-level

marketing programs, $355 was returned

to our tourism economy in the form of

additional visitor spending in California.

Thanks to Visit California’s advertising

in the United States, Canada, the

United Kingdom and Australia, more

than 4 million additional people visited

California. Even more impressively, travel

and tourism businesses employed nearly

1 million Californians in 2013, the highest

number recorded since impacts started

being tracked more than 20 years ago.

Visit California continued its efficient

operation, keeping operational

costs to just 11 percent of FY13/14

expenses, including 100 percent of

staff salaries. Visit California received

a 16th consecutive unqualified audit,

ensuring that California’s state-level

tourism marketing programs remain

on solid financial ground.

Noreen Martin

Chief Fiscal Officer,

Visit California

Chief Executive Officer,

Martin Resorts

Travel-related

Consumer Spending

$109.6 billion

Employment

965,800

Local Tax Revenue

$2.8 billion

State Tax Revenue

$4.3 billion

KEY FACTS 2013

$109.6 BILLION

2013 TRAVEL-RELATED CONSUMER SPENDING


20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

75%

50%

JU

L

AU

G

SE

P

OC

T

NO

V

DE

C

JA

N

FE

B

MA

R

AP

R

MA

Y

JU

N

10%

0%

CALIFORNIA OCCUPANCY

In 2013, California’s hotel occupancy completed its recovery

from the recession and reached its highest point in more than

a decade. Since a low point in 2009, average occupancy rates

have improved by more than 10 percentage points.

CALIFORNIA ADR IN DOLLARS

Average Daily Rate data, when coupled with occupancy

numbers, help indicate the financial health of the

accommodations segment. ADR at California hotels

has increased nearly $40 in the past 10 years.

CALIFORNIA OCCUPANCY YR/YR CHANGE FY 13/14

California occupancy outpaced the Pacific region and the

United States as a whole in FY13/14. Occupancy rates in

California’s hotels averaged 72% through June 2014.

HIGHEST POINT IN MORE THAN A DECADE

INCREASED NEARLY $40 IN PAST 10 YEARS

OCCUPANCY AND AVERAGE ROOM RATES OUTPACED THE PACIFIC REGION AND U.S.

$140

$70

TOURISM WORKS FOR ALL OF US

California’s travel industry

continues to smash records,

proving time and again the

incredible economic benefits of

tourism. More than 200 million

visitors travel to the Golden

State each year from every

corner of the world. California’s

hotels are among the biggest

beneficiaries of this visitation—

78 percent of international

travelers to California use

paid accommodation, and

international travelers stay longer

than their domestic counterparts.

Thanks in part to growing

international visitation, California

hotel occupancy and rates

reached historic highs in 2013.


ECONOMIC ANALYSIS

*Includes in-state flights and rental cars.

$29.6

$21.4

$15.3

$16.2

$19.3

CALIFORNIA ADR YR/YR CHANGE FY 13/14

Average Daily Rate at California’s hotels increased steadily

throughout the year, posting year over year gains of more

than 4 percent every month.

In-state Travel*

Attractions & Entertainment

Shopping

Food &Beverage

Accommodations

CALIFORNIA AIRPORT TRAFFIC FY 13/14

International travel—California’s largest export—led growth

in passenger loads at California’s airports.

Air passenger traffic to California in 2014 has seen significant

gains over 2013 both domestically and internationally. Through

July, growth in international traffic (+8.7%) outpaced that of

domestic (+4.1%), on par with year to date gains for both

segments. The second quarter of the year showed significant

growth in air travel from Mexico (+17%), Canada (+9.3%), China

(+41%), and the United Kingdom, (+6.9%), California’s top

four international markets.

SPEND HISTORY

Travel related visitor spending in California reached a record

$109.6 billion in 2013. This is the highest number in both real

and inflation-adjusted dollars since 1992, when data began

being tracked.

VISITOR SPENDING BY INDUSTRY SEGMENT 2013 (IN BILLIONS)

All segments of California’s tourism

industry benefit substantially from visitor

spending in the state.

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TOURISM’S REGIONAL IMPACTS The economic benefits of tourism flow to all

12 of California’s tourism regions and every

corner of the state. This map reveals direct

visitor spending in each region in 2013.

CENTRAL VALLEY

$6,186,000,000

NORTH COAST

$3,696,000,000

SHASTA CASCADE

$931,000,000

SAN FRANCISCO BAY AREA

$26,841,000,000

GOLD COUNTRY

$4,008,000,000

HIGH SIERRA

$2,437,000,000

CENTRAL COAST

$7,104,000,000

LOS ANGELES COUNTY

$23,491,000,000

ORANGE COUNTY

$9,808,000,000SAN DIEGO COUNTY

$13,495,000,000

THE DESERTS

$5,987,000,000

INLAND EMPIRE

$5,657,000,000


Thanks in part to tourism’s growing

economic impact, California reclaimed

its spot as the world’s eighth-largest

economy in 2013. After years of turmoil,

our state is returning to prosperity.

The tourism industry is leading the way.

Tourism’s benefits extend into

every corner of California. The

money visitors spend—on hotels,

restaurants, shopping, entertainment,

transportation and more—enrich our

communities, providing jobs that can’t

be outsourced and tax revenues that

fund vital local services.

The California experience is irresistible

to millions of people from around the

world who flock here to enjoy our

natural wonders, coastline and beaches,

amusement parks and world-class wine

and food. But time and time again,

we’ve learned that tourism doesn’t just

happen. Having a perfect destination

isn’t enough to grow visitation—

the world needs to hear about it.

Thanks to the efforts of many tourism

leaders, our unified voice is being heard

and raising the relevance of the travel

industry. Now more than ever, it’s vital

for partners in the travel and tourism

industry to work as a team. We all

share an interest in attracting visitors

to California. As tourism goes, so goes

the California economy—and every

Californian benefits.

Jot Condie

Vice Chair of Operations,

Visit California

President,

California Restaurant

Association

When the Rim Fire threatened

Yosemite and the surrounding region

in August 2013, tourism, a critical

component of the rural economy,

was severely damaged. To assist in

the recovery from this damaging

event, Visit California engaged

its Crisis Communications Plan,

eventually leading to a paid media

campaign to return visitors to the area.

The Rim Fire was the third-largest

wildfire in California history, burning

more than 257,000 acres. Although

the immediate impact was in the

Sierra, the fire’s effects were felt

throughout the state as visitors

RIM FIRE RESPONSE FOCUSES ON RECOVERY

“WHY TRAVEL MATTERS”


canceled trips that would have taken

them through gateway cities. As

media raised questions about threats

to the San Francisco Bay Area water

supply, visitation took another hit.

In response, Visit California formed

a Communications Task Force,

comprised of the region’s DMOs,

to distribute fire updates, coordinate

media responses and provide

consumer feedback from its

global offices.

After the fire was contained,

Visit California shifted into phase

two of its recovery effort. A paid

digital media advertising campaign

launched in November, reassuring

would-be travelers that Yosemite’s

awe-inspiring landscapes remained

unscathed. A press release amplified

that message, touting the top reasons

to visit Yosemite and encouraging

familiarization tours to take advantage

of the Yosemite region.

LEADING THE

WAY“WHY TRAVEL MATTERS”


MOVIE PREMIERE ADDS STAR POWERWalt Disney is an iconic Californian

and one of the state’s original dreamers.

The December premiere of “Saving

Mr. Banks,” which tells the story of

Disney’s efforts to create the classic

“Mary Poppins,” offered obvious

synergies with Visit California’s new

brand platform, “Dream Big.”

“Saving Mr. Banks” was filmed entirely

in California, providing an opportunity

to promote Visit California’s support of

maintaining filmmaking in California.

Connecting the California brand to

the Hollywood film industry supports

Visit California’s Entertainment pillar.

The film’s lead actors, Tom Hanks and

Emma Thompson, added star power

to the premiere event, which generated

more than 145 million impressions for

Visit California.

Rita Wilson and Tom Hanks, above; Emma Thompson, top right; Lynn Carpenter, Vice President

of Marketing; Traci Ward, Director of Consumer Marketing; Daphne Lange, Rural and Co-Op

Marketing Manager; and Karin Fish, Vice President of External Relations, bottom right.

“WHY TRAVEL MATTERS”


Kasey Cronquist, CEO of the California Cut Flower Commission; Caroline

Beteta, President & CEO of Visit California; Governor Jerry Brown; and

Karen Ross, California Secretary of Agriculture.

ROB LOWE EDUCATES LEGISLATIVE LEADERSVisit California used some star power to supercharge

its “Tourism 101” briefing in August 2013 at the

State Capitol. With actor and California Tourism

Ambassador Rob Lowe championing tourism,

freshmen Assembly members packed the briefing

room to hear about “Why Travel Matters” in

California.

Visit California President & CEO Caroline Beteta

discussed the industry’s impact on California’s

economy, citing the numbers for job creation, visitor

spending and tax revenues for local and state

governments. Lowe followed by urging lawmakers

to support the growth of California’s travel industry.

Beteta and Lowe answered Assembly members’

questions while discussing how the industry benefits

legislative districts across the state.

The event’s co-hosts were California State Assembly

Speaker John A. Pérez and Chair of the Arts,

Entertainment, Sports, Tourism & Internet Media

Committee Assemblyman Ian Calderon. The event

was a success in engaging these

important political and policy

leaders and encouraging

lawmakers to become champions

of travel and tourism in their

regions. Under California’s term

limits law, these legislators

will be eligible to serve

until 2024.

LEGISLATIVE DISTRICT REPORTS EXPLAIN

TOURISM’S VALUE

A research report commissioned by Visit California

explains tourism’s economic windfall broken down by

every one of California’s legislative districts. The new

data can be used to educate legislators and opinion

leaders at the regional and local level. The research

was prepared after a request by the California Travel

Association, and lodging data provided by the California

Hotel & Lodging Association proved to be a key

component in generating the report. CHLA also helped

with data for the cities of Anaheim, Carmel, Long Beach,

Los Angeles, Monterey, Palm Springs, Sacramento, San

Diego, San Francisco, San Jose, Santa Barbara and South

Lake Tahoe. The documents are available for download

online at industry.visitcalifornia.com/research.

AG DAY AT THE CAPITOL

Visit California’s partnership

with California Grown,

forged in 2013, is a natural

collaboration between

agriculture and tourism.

The partnership provided a

platform for Visit California

to showcase “Why Travel

Matters” at Ag Day 2014

on the steps of the State

Capitol.

Visit California President

& CEO Caroline Beteta used

the opportunity to unveil

the “California, Always in

Season” campaign. More

importantly, the event was

a natural way for California’s

tourism industry to engage

elected officials and their

staff members, who were

in attendance. Beteta

discussed the economic

benefits of California’s

tourism industry.

As two of California’s

primary economic pillars,

tourism and agriculture

share an abundance of

riches. Coupled with the

growing interest in farm-to-

fork experiences and other

agritourism, Visit California’s

collaboration with California

Grown promises to reap

rewards for years to come.

For more information on the

marketing campaign that

was unveiled at Ag Day,

see the story on page 34.

INDUSTRY ENGAGEMENT

For many years, California’s tourism

industry has been exploring how to

keep the state’s tourism marketing

competitive amid an environment

of expanding global competition,

fragmented media and the declining

value of Visit California’s static

budget. This effort kicked into high

gear in FY13/14.

At Visit California’s Fall Board Meeting,

commissioners and industry leaders

discussed ways to increase California’s

share of travel. The board heard from

consulting firm Coraggio Group and

economics experts Tourism Economics

on opportunities to continue growing

visitation. A vision plan that asked the

hypothetical, “What can the industry

accomplish if its statewide marketing

budget increases?” was approved

unanimously, and the board directed

Visit California staff to study ways to

increase California’s competitiveness.

The Coraggio Group worked for the

next several months gathering industry

feedback, and industry stakeholder

meetings continued the conversation

and began to develop potential funding

scenarios.

In May, the board unanimously

approved an action plan to fulfill the

“Dream Big Dividend” Competitiveness

Initiative, forming a committee to

determine rate adjustments and

authorizing an industry referendum.

The “Dream Big Dividend” Committee

met multiple times over the summer

to discuss rates and referendum

language. After significant discussion,

the committee unanimously approved

ballot language to be considered by

the board and, ultimately, the more

than 9,000 assessed businesses in the

state who fund state-level marketing

programs.

As California’s tourism industry has

proved so many times, the “Dream Big

Dividend” Competitiveness Initiative

showed that working together opens

a world of opportunities for the state’s

tourism businesses. For a look at how

the state’s marketing initiatives would

scale in a “Dream Big Dividend” funding

environment, see page 63.

INDUSTRY EXPLORES “DREAM BIG DIVIDEND” COMPETITIVENESS INITIATIVE

ONLINE COMMUNITY UNITES THE INDUSTRY

Official Launch

Feb. 6, 2014

Members

Nearly 600

Where To Find It

community.visitcalifornia.com

The Community officially launched

at Outlook Forum in February 2014,

providing California’s travel and

tourism industry an exclusive online

environment to connect, network and

exchange best practices. Between

January’s soft launch and June 2014,

nearly 600 members joined the

Community representing all levels


of management, key industry

segments, California regions and

Visit California partnerships.

The Community is an industry

first, inspired by a survey where

75 percent of stakeholders expressed

interest in an online forum that would

allow partners and organizations to

stay connected. With California’s

travel industry now more unified

than ever, the Community provides

an important channel to maintain

this collaborative momentum.

The level of engagement on

the site has been strong and will

continue to increase as the site

gains exposure. The Community

offers a variety of interaction

opportunities, including industry

announcements, interviews, blogs,

photos, discussion forums, events

and job listings.

The Community is a subset of

Visit California’s corporate social

media platforms, which offer a range

of California-related content and

conversations.


INDUSTRY ENGAGEMENT

Nearly 500 industry professionals

gathered on Feb. 6 and 7 in Pasadena

for the 2014 Outlook Forum,

Visit California’s most successful

industrywide conference to date.

The event focused on three goals:

to inform, educate and engage.

For the first time, attendees could

choose content that most appealed

to them. On the conference’s first day,

tracks dived into specific industry

themes (Marketing, Public Relations and

China Ready 2.0). Sessions focused on

specific international markets followed

on the second day.

President & CEO Caroline Beteta

delivered Outlook’s keynote address.

She discussed how Visit California’s

content strategy was evolving around

digital brand activity. She unveiled the

groundbreaking Dream365 Project,

as well as the myriad programs Visit

California is implementing and how

industry partners can leverage this

state-level brand marketing.

“This year’s Outlook Forum

was our most ambitious to

date. The energy in the room

was fantastic, with more

industry professionals in

attendance than ever before.

The event was a huge success.”

CAROLINE BETETA, PRESIDENT & CEO

Left to right: Ed Fuller, President and CEO of the Orange County Visitors Association, and Mike Gallagher, Co-founder of CityPASS;

Kish Rajan, Director of the Governor’s Office of Business and Economic Development; and Caroline Beteta, President & CEO of Visit California.

USC Professor and Innovation Protocol

founder Sasha Strauss brought down

the house with his presentation on

“Brand in the Digital Environment.”

Strauss discussed how to navigate

the “new normal” by sending broad-

minded, positive messages that appeal

to a range of audiences. He also

highlighted the necessity of honest

branding due to the power of social

media allowing consumers to critically

evaluate brands.

CONTENT-SPECIFIC TRACKS

PR SUMMIT

MARKETING

CHINA READY 2.0

INTERNATIONAL MARKET-SPECIFIC

BREAKOUT SESSIONS

LEARNING AND CONNECTING AT OUTLOOK FORUM


Following Outlook Forum 2014, Visit

California honored the successes of

the industry’s best and brightest at the

semi-annual Poppy Awards & Industry

Recognition Gala.

The Poppy Awards featured

handcrafted sculptures created by

world-renowned California artisans Rick

and Janet Nicholson. A record number

of entries ensured fierce competition,

but the night was full of celebration.

In addition to the Poppy Awards,

outgoing commissioners and officers

were honored. Outgoing CFO

Rusty Gregory and outgoing Vice

Chair of Operations Kathy Turner

shared memories of their time on

the executive committee and the

rewarding experience Visit California

provided them.

A new honor, the California Dreamer

Award, was created as a lifetime

achievement award that will recognize

exceptional individuals who epitomize

the free-spirited, anything-is-possible

vibe that is the Golden State. Bill

Chait, a Los Angeles restaurateur, was

the inaugural winner. His dedication

has turned downtown L.A. into an

internationally recognized restaurant

scene, helping to greatly increase

tourism in the area.

“Mr. Chait’s innovation and business

savvy has helped elevate Los

Angeles into a premier wine and food

destination,” Visit California President

& CEO Caroline Beteta said. “California

is the land of boundless opportunity,

and he is the epitome of someone who

Dreams Big—turning his vision into

successful reality.”

Poppy Awards Celebrate Industry’s Successes*Winners in bold

BEST REGIONAL COLLABORATIVE

MARKETING CAMPAIGN

City of Fresno Airports Department

Mental Marketing and TJA

Visit Napa Valley and Arts Council

Visit San Luis Obispo County

BEST DIGITAL MEDIA INITIATIVE

FreshBuzz Media for the

Cambria Tourism Board

Catalyst Marketing Company

BEST SOCIAL MEDIA INITIATIVE

Monterey County Convention

& Visitors Bureau

Visit Carlsbad

San Diego Tourism Authority

COMMITTED TO TOURISM:

URBAN AND RURAL

Humboldt Bay Tourism Center Inc. (Rural)

Visit Mendocino County (Rural)

Visit Oakland (Urban)

BEST PUBLIC RELATIONS CAMPAIGN

Auto Club Speedway

California Academy of Sciences

Visit Huntington Beach

BEST OVERALL CAMPAIGN: ATTRACTIONS

Aquarium of the Pacific in Long Beach

California Academy of Sciences

Disney Destinations

Monterey Bay Aquarium

BEST OVERALL CAMPAIGN: DESTINATIONS

Los Angeles Tourism Convention Board

San Diego Tourism Authority

Sonoma County Tourism

Outgoing Board Members HonoredBob Gilbert, Vice President of Sales &

Marketing at Delaware North Companies

Jay Jamison, Chief Executive Officer

and General Manager at Pismo Coast

Village Inc.

Julie Maurer, Vice President of Sales

and Marketing at Squaw Valley and

Alpine Meadows

Bob Muhs, Vice President of

Avis/Budget Group Inc.

Sima Patel, Owner of Balaji Hotels

Jonna Sabroff, President of Integrated

Transportation Inc.

Outgoing Officers HonoredKathy Turner, Vice President,

Legislative and Government Affairs,

Enterprise Holdings

Rusty Gregory, Chairman & CEO,

Mammoth Mountain Ski Area

Top to bottom: Caroline Beteta, President

& CEO of Visit California, honors outgoing

officers Rusty Gregory and Kathy Turner;

Commissioners Lina Fat and Mike Gallagher

chat before the awards program; California

Dreamer Bill Chait accepts his award.

2014 POPPY AWARDS & INDUSTRY RECOGNITION GALA


CO-OPPORTUNITIES GUIDE2014-2015

VISIT CALIFORNIA

INDUSTRY ENGAGEMENT

Co-Opportunities Abound

in New Guide

Visit California published a new

Co-Opportunities Guide for 2014–15

in March. The guide is a tool for

industry partners who can benefit

greatly from marketing partnerships

with Visit California. The current

guide, which can be viewed digitally

on Visit California’s industry website,

includes information on visitor’s

guides, website and e-newsletter,

targeted advertising campaigns,

California Fun Spots attraction

promotion program, Shop California,

California Restaurant Month, travel

trade programs, media relations

programs and research programs.

Top to bottom: Birgitt Vaughan, Public Relations

Manager at Sonoma County Tourism, educates

Visit California staff; Karin Fish, Visit California’s

Vice President of External Relations, thanks a

DMO for its presentation; and Barbara Steinfeld,

President of Visit TriValley, listens to Dave

Ackerman, Director of Marketing and Business

Development at Livermore Premium Outlets.

THIRD THURSDAYS FOSTERS DMO PARTNERSHIPS

Part of what makes California the most

compelling U.S. destination is the sheer

size, abundance and variety of the state.

Destinations throughout California

are constantly adding attractions,

upgrading amenities and offering

new activities. To help Visit California’s

staff stay up-to-date on developments,

an educational forum was launched

in 2013.

The monthly training program,

called “Third Thursdays,” invites

DMOs to Visit California’s Sacramento

headquarters to share their region’s

most compelling attractions. This

fun, interactive forum allows DMOs

an opportunity to give key consumer,

trade and media influencers more tools

to promote their regions and builds

stronger relationships for

future marketing partnerships.

2013/14 PARTICIPANTS

VISIT MENDOCINO

DISCOVER IE

MONTEREY COUNTY CONVENTION

& VISITORS BUREAU

HUMBOLDT COUNTY

VISIT FAIRFIELD

TRI-VALLEY CONVENTION

AND VISITORS BUREAU

VISIT MAMMOTH LAKES

SONOMA COUNTY TOURISM

YOSEMITE SIERRA VISITORS BUREAU

DESTINATION IRVINE


Singer-songwriter Sara Bareilles at the

“Dreamers” television shoot, September 2013.


SPEAKING ENGAGEMENTSVisit California was on the road throughout the

year, sharing the message of “Why Travel Matters”

and working alongside the state’s tourism industry

to maintain California’s position as a premier travel

destination.

To add your destination to the list this year,

request a Visit California speaker by contacting

[email protected].

ANAHEIM

ARCATAEUREKA

FISH CAMP

FRESNO

HIGHLAND

LODI

LONG BEACH

LOS ANGELES

MADERA

MARYSVILLE

MODESTO

MONTEREY

NEEDLES

OAKHURST

OXNARD

PALM SPRINGS

PASADENA

REDDING

SACRAMENTO

SALINAS

SAN DIEGO

SAN FRANCISCOSOUTH SAN FRANCISCO

SAN JOSE

SAN JUAN BAUTISTA

SAN LUIS OBISPO

SANTA MARIA

SANTA MONICA

SANTA ROSA

SOLVANG

SOUTH LAKE TAHOE

NAPA

ST. HELENA

TORRANCE

VACAVILLEFAIRFIELD

VALLEJO

WEST HOLLYWOODYUCCA VALLEY

CHICAGO, ILL.

TACOMA, WASH.

INDUSTRY ENGAGEMENT

OUT OF STATE ENGAGEMENTS


Talk abouta dream

partnership.

+

MERINGCARSON.COM

BRAND DEVELOPMENTCREATIVE • MEDIA

GRAPHIC DESIGN

CLIENT

DATE

JOB TITLE

PUBLICATION

PUB. DATE

JOB TYPE

COLOR

ACTUAL SIZE

LIVE

TRIM

BLEED

OUTPUT %

FONTS

LINKS

FILE NAME PROOF 1 2 3 4 5 6 7 8 9 10

MeringCarson

05/02/14

Visit California Sponsorship

VCA Year in Review

n/a

Print

4CP

000978-MCA_VCA_SponsorshipAd.indd

8.5 x 11"

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vca_visit_ca_sponsorship_print_r1.psd

AD

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APPROVAL/DATE

________ ________

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________ ________

________ ________

Lucho Ortega

n/a

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Lisa Tharp

Mark Rylander

SNOW CAMPAIGN TOUTS HOT WINTER DEALS

We live in a world where the global

media landscape is evolving at its fastest

pace since the introduction of television.

The convergence of digital media and

technology is providing new ways and

places for brands to tell their stories, and

consumers to engage with brands.

With these realities in mind, the past

year has seen Visit California refine its

strategic approach to build an “always

on” marketing program, optimizing

ROI domestically and in our most

important international markets.

A new brand messaging platform,

“Dream Big,” created greater

connectivity across initiatives, channels

and markets. A new television spot,

“Dreamers,” was guided by focus group

research that suggested our creative

should show a balance of activities, a

mix of real people and celebrities, and

dialogue that illustrated the California

attitude. In-language adaptations

of “Dreamers” in China and Mexico

launched in the spring, extending the

brand platform’s reach into exciting

new markets.

In February, the groundbreaking

Dream365 Project launched

simultaneously across four markets—

the United States, Canada, the U.K. and

Australia—with a 24-hour takeover of

YouTube. At its core, The Dream365

Project is about celebrating and

inspiring dreamers through content.

Jeff Senior

Vice Chair of Marketing,

Visit California

Executive Vice President

& Chief Marketing Officer,

Fairmont Raffles Hotels

International

It’s an inspirational approach to

tourism marketing that reaches our

potential visitors and engages brand

advocates in the environment where

they are consuming media. Results were

impressive, and the organic nature of

the content delivered reach in exciting

markets such as Brazil where we did

not invest in paid media.

It is international markets such as China

and Brazil that will fuel much of our future

growth. California’s tourism industry

has invested in state-level marketing for

nearly 10 years, and in that time Visit

California has built a global infrastructure.

Continued investment in state-level

programs, along with a thoughtful,

strategic approach to marketing

programs, will maximize the state’s

share of booming international markets.

Six-Year

ROI Reach

15 million

households

Ad Awareness

22 percent

Incremental

Visitor Spend

$130 million

ROI

123:1

MARKETING


The annual Visit California snow

campaign launched in late 2013

and wrapped up in February 2014.

It aimed to inspire snow enthusiasts

with advertisements featuring iconic

winter resorts and adrenaline-pumping

activities. The ads, which built on

the “Dream Big” branding this year,

Tonight” and “Modern Family’s” Rico

Rodriguez; a special landing page;

Visitor’s Guide tie-in; snow messaging

in media pitches, publications and

familiarization tours; and global ski

FAMs for international tour operators.

highlighted adventures from Tahoe all

the way down to Big Bear, and were

targeted at driving consumers to the

Visit California Winter Deals page.

Content included a combination of

bought, earned and owned, including

integrations with “Entertainment

CALIFORNIA

COOL


2013 VISIT CALIFORNIA ADVERTISING AWARENESS AND ROI

U.S. Canada U.K. Australia

Total

Aware Target Households

Trips

Economic Impact

Tax Revenue

ROI

General Fund ROI

71% 77% 77% 41%

37,000,000 7,449,048 8,266,000 423,291

3,955,920 231,123 66,484 17,871

$7,081,095,951 $435,206,492 $227,485,938 $67,625,973

$488,000,000 $30,000,000 $13,163,368 $4,207,820

$432 $374 $61 $59

$30 $26 $4 $4

53,138,339

4,271,398

$7,811,414,354

$535,371,188

$355

$24

MARKETING PROGRAMS DELIVER PROVEN RESULTS

Source: Strategic Marketing & Research, Inc.

MARKETING | DREAM BIG

Visit California’s Fiscal Year 13/14

program of work included a broad

range of initiatives across 14 markets.

More than $42 million of Visit

California’s static $50 million budget

was devoted to marketing programs

last fiscal year. An additional $3.5

million in incremental funding was

used to support efforts in Australia

and China. More than 60 percent of the

global marketing budget was spent on

dedicated direct-to-consumer brand

advertising.

All Visit California programs are

enacted with a measurable return

on investment, and Visit California

has a proven track record of creating

brand advertising programs that yield

significant gains for the state’s travel

industry.

Visit California calculates ad impact

using the concept of “incremental”

travel and spending, a methodology

created by third-party research vendor

Strategic Marketing & Research, Inc.

to discount visitation by consumers

who are aware of the advertising but

would have traveled anyway. This

conservative approach only counts the

difference in the rate of travel among

ad aware vs. ad unaware (e.g. 5.0%–

3.5%=1.5%), which is then applied to

the number of aware consumers in the

target audience to estimate travelers

who were actually influenced by the

advertising.

In calendar year 2013, the collective

impact of brand TV, online and other

media in the U.S., Canada, U.K. and

Australia generated record levels of

incremental travel and spending for

California. The $355 ROI far surpasses

ROI figures for other destinations as

measured by SMARI, and it is a testament

to the effectiveness of brand strategies

and implementations that have been the

foundation of recent years’ work plans.


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36%

24%12%

12%

11%3%

Total

Accommodations$2,798,309,182

Food & Beverage$1,851,263,026

In-StateTransportation$930,625,070

Shopping$958,918,724

Attractions$842,079,376

Entertainment$203,111,294

Other$227,107,682

3% $7,811,414,354

Lo

s A

ng

ele

s C

ou

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San

Fra

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Bay

Ce

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al C

oast

San

Die

go

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Ora

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ou

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De

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Are

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ierr

a

Inla

nd

Em

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ast

Ce

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al V

alle

y

Sh

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2M

0

36%

24%12%

12%

11%3%

Total

Accommodations$2,798,309,182

Food & Beverage$1,851,263,026

In-StateTransportation$930,625,070

Shopping$958,918,724

Attractions$842,079,376

Entertainment$203,111,294

Other$227,107,682

3% $7,811,414,354

VISIT CALIFORNIA ADVERTISING

IMPACT BY SEGMENT 2013

Incremental traveler spending

generated by Visit California’s

advertising has broad impacts across

industry sectors. The major tourism

industry segments in California

realized nearly $8 billion in additional

revenue last year.

2013 INCREMENTAL TRIPS BY REGION

The benefits of increased visitation to

California are felt throughout the state.

Nearly 11 million additional visitors

traveled to California’s tourism regions

last year because of Visit California’s

brand advertising.


California has always been a magnet

for dreamers and their dreams—from

the wonderfully wack-a-doodle to the

literally world-changing. Its awe-inspiring

landscapes, unreal icons and copious

amounts of sunshine create an epic

backdrop for the creative, free-spirited,

fun-loving, anything-is-possible vibe for

which California is so famous. California

is the land of boundless opportunity,

a place where you don’t just dream,

YOU DREAM BIG.

“DREAM BIG” PLATFORM CREATES GLOBAL CONNECTIVITY

Visit California’s program of work

is guided by strategic marketing

plans developed in conjunction with

California’s travel industry. As the

marketing program has expanded

across the globe, and shifts in

consumer behavior have dictated an

“always on” approach, Visit California

has worked to influence as many

potential travelers as possible.

In 2013, Visit California launched

a new brand platform to create

greater connectivity across executions,

initiatives, channels and markets.

This newly refined idea, or theme,

helps maintain brand consistency

across the globe.



“Dreamers”

A new umbrella TV commercial,

“Dreamers,” brought the “Dream Big”

platform to life. Hollywood icon William

Shatner stars in the commercial. He

leads a cast of California dreamers

who show potential travelers how they

can dream big in the Golden State and

adopt California’s unique “anything is

possible” attitude, from flying like a

superhero on a jet pack in San Diego to

playing princess at a castle in a Napa

Valley vineyard. “Dreamers” invites

consumers to engage on Facebook

and Twitter using #DreamBig. Fifteen-

second and 30-second versions

were broadcasted on major U.S. and

Canadian outlets during peak travel

planning windows in 2013 and 2014.

Since many consumers are viewing

programming on multiple screens,

Visit California is also deploying the

ads and video content on digital

networks like YouTube.

“Dreamers” was launched in the

United States and Canada in 2013

and subsequently rolled out in the

United Kingdom and Australia.

“Dreamers” was broadcast in

rotation with “Kids at Play,” Visit

California’s family-focused commercial

starring “Modern Family” teen actor

Rico Rodriguez.

Visit California’s logo received

an updated tagline to support

the new brand platform. The

“Dream Big” tagline replaces

the previous “Find Yourself

Here” tagline. The updated

logo—which consists of the

name of the state, the “Dream

Big” tagline and the wave—was

created with the intention of

being a unique expression of

California. It is fun and friendly,

which reflects the spirit of the

Golden State. The updated

logo, including country-

specific variations, was

integrated into all consumer-

facing assets.

Visit California’s brand platform is

guided by a “brand pyramid” with

three distinct layers:

1) The base layer of Visit California’s

brand pyramid is “always on”

programming.

2) Pillar-based campaigns provide

consumer and industry impact.

3) Dream Big brand activity increases

California’s competitiveness and

consumer appeal.

1

EXPERIENCE PILLARS

2

3


CO-OPPORTUNITY CAMPAIGN

The Dream Big Co-Opportunity

program gives Visit California’s

industry partners an opportunity to

leverage statewide brand spending.

By connecting U.S. visitors to more

targeted advertising and inspirational

videos, the platform complements

the “Dream Big” brand campaign,

giving destination partners and

assessed businesses new chances to

drive product awareness and increase

visitation, no matter how well-

known or off-the-beaten path their

destination may be.

Two program tiers offered partners

the ability to utilize compelling video

content or build pillar-specific targets

to reach visitors with branded digital

banners.

The program generated more than

600,000 content engagements and

approximately 87 million impressions.

In-language Localizations

To maximize the industry’s return on

its investment in “Dreamers,” Visit

California developed strategies to

localize the video content for in-

language adaptations in China and

Mexico.

Incremental funding supported a

direct-to-consumer campaign in China

beginning in FY12/13. That effort

provided a foundation for the localized

“Dream Big” campaign this year.

The $3.3 million China Dream Big media

plan launched in April and delivered

271 million impressions. It included

15- and 30-second spots broadcast

during news, movies, dramas and

entertainment programs in Tier 1 cities.

The commercials were an in-language

version of “Dreamers” featuring

Celebrity Tourism Ambassador Ms. Gao

Yuanyuan under the in-market tagline

of “Be Bold to Dream.”

The spot’s call to action was also

localized, with consumers being

urged to visit Visit California’s Weibo

page. Digital advertising was adapted

based on key insights and localization

considerations. The launch also

featured a game to engage consumers

with infotainment aligned with the

China “Dreamers.”

In Mexico, similar tactics were deployed.

Celebrity Brand Ambassador Jacky

Bracamontes was featured in a video

series beginning in 2012. The videos

served as the foundation for a digital

advertising campaign intended to

educate Mexican consumers. A Spanish

version of “Dreamers” was launched

in 2014 to capitalize on high-spending

Mexico air travelers. The layered

campaign included broadcast and

online TV, digital advertising and Search

Engine Marketing.

Celebrity Tourism Ambassador Ms. Gao Yuanyuan, a famous Chinese actress and model, visits

Disney’s Cars Land.

“KIDS AT PLAY” PROMOTES FAMILY TRAVEL

In FY13/14, Visit California continued

its family initiative as part of its

brand advertising program in the

United States and Canada while

expanding the campaign’s reach

to include the United Kingdom and

Australia.

The campaign promotes California

as a premier family travel destination

and generates incremental family

travel to the state. The heart of

the program is the “Kids at Play”

television spot featuring “Modern

Family” star Rico Rodriguez. “Kids

at Play” positions California as one

giant playground by juxtaposing

kids enjoying fun California activities

with techie-speak.

The spot delivered nearly

500 million impressions across

the United States, Canada, the

United Kingdom and Australia.



Content is what ultimately connects brands to

consumers. While content has always been a

critical component of telling the California brand

story, evolving consumer behavior is driving

an increased focus on defining the California

content ecosystem.

As the statewide voice for the California travel

brand, Visit California serves as the inspiration

highway. Foundational brand activity to support

that goal was once defined as television

advertising. Today the definition has been

expanded to include branded content in the

form of in-program integrations, videos, short

films and other immersive types of storytelling

available across devices and screens.

Strengthening and broadening the industry’s

foundational brand activity requires taking

into consideration new avenues for distribution

of and engagement with branded content,

including influencer strategies. Partnerships

with media companies, content companies and/

or non-endemic brands can also provide new

opportunity for innovation within the marketing

program—especially on a global level.

MARKETING | REIMAGINING CONTENT

BUILDING A CONTENT ECOSYSTEM


MARKETING | REIMAGINING CONTENT

TOP 10 MOST VIEWED VIDEOS*

Bob Burnquist: 880,449

Richie Trimble: 726,697

Edward Sharpe: 687,075

Yosemite: 680,017

ZOOM: 562,216

Coachellavated: 184,096

Stella: 145,600

Heli-Cool: 95,712

Cali-Chicagoan: 72,686

Band of Horses: 70,261

*As of June 30, 2014

PARTNERSHIPS TAKE CONTENT TO NEW HEIGHTSInnovative content integration programs helped Visit

California take the state’s travel brand to the next level

of consumer engagement. By leveraging powerful

entertainment brands such as ET and E! Canada,

Visit California expanded the reach and impact of the

state’s marketing programs. In FY13/14, Visit California

launched custom content partnerships with some of

the top publishers around the world.

These publishers, whose authentic voices support

the California brand and target audience, provide

third-party credibility, which is critical for consumer

engagement. Additionally, they provide fresh new

content to give consumers a new perspective on what

to experience in the Golden State. More importantly,

these partnerships provide solid distribution platforms

for the engaging content they are creating to broaden

the reach of Visit California’s brand activity.

Some partners are building awareness through

cross-device targeting, while others are using successful

television programming to create a jumping-off point

for integrated digital video campaigns. Regardless

of the approach, the common goal is to expand

California’s content footprint across all channels to

reach new audiences in core consumer brand markets.

U.S. CANADA

AUSTRALIA U.K.


Visit California’s content strategy

entered a new chapter in February

with the debut of The Dream365

Project. This ongoing program amplifies

content-centric digital brand activity

and inspires people worldwide to dream

big. It features a collection of fun,

thought-provoking and enticing videos,

short films, memes, tweets, time lapses,

photos and more.

The global launch, dubbed “24 Hours,

24 Dreams,” showcased a new video

every hour for 24 hours through the

YouTube masthead in the United States,

Canada, the United Kingdom and

Australia. The videos were aimed at

showcasing, inspiring, and celebrating

California dreamers with their iconic

and off-the-beaten-path experiences

statewide. The campaign delivered

nearly 500 million paid impressions,

and the launch’s innovative approach

attracted U.S. media coverage of

more than 17 million impressions in

outlets such as the Los Angeles Times,

Skift.com, and Wall Street Journal.

The campaign featured some of the

Golden State’s biggest dreamers,

including professional skateboarder Bob

Burnquist, artist David Garibaldi and chef

Ludo Lefebvre. To showcase the state’s

abundance and variety, Visit California

employed several tactics in assembling

a robust collection of content. Past

production efforts, such as footage from

television spot shoots, were leveraged

to develop and produce original content.

From there, multiple tactics were used

CAMPAIGN RESULTS

Impressions

468 million (paid)

17 million (earned)

Engagement

22,270 hours

Impact

17% increase in

likelihood to visit

21% increase in California travel

search volume on Google

THE DREAM365 PROJECT BREAKS NEW GROUND

to activate the creative community for

custom content—from established

YouTube creators such as SoulPancake to

crowdsourcing companies like PopTent.

Finally, the team curated existing

YouTube content that showcased the

California spirit.

In April, additional curated videos

began joining the campaign’s content

library, along with new types of content

including 360-degree imagery using

Google Photo Sphere.

4.5MILLIONVIDEO VIEWS

Driven by visitors’ growing interest

in culinary travel, Visit California

established a strategic partnership

with the California Department of Food

& Agriculture, joining the California

tourism brand with the consumer-

facing agriculture brand, CA GROWN.

The partnership pairs California’s two

largest industries to shine a spotlight

on California’s culinary and agritourism

offerings.

The “California, Always in Season”

platform is designed to be the anchor

point for this partnership as well

as Visit California’s larger culinary

programming. The partners announced

the campaign March 19 during

California Agriculture Day 2014 at the

State Capitol, outlining the cornerstone

$1 million media buy with Food &

Wine magazine. Advertorial spreads in

Food & Wine were complemented by

video content, targeted digitial media

and a co-branded landing page.

The “California, Always in Season”

message is woven into Visit California’s

owned and earned channels, including

visitcalifornia.com, social media

platforms and robust media relations

programs in 14 global markets. These

efforts extend the paid messaging to

an international audience and generate

engagement by bringing the “California,

Always in Season” message to life.

PHASE 1 (APRIL–JUNE) RESULTS

28.3 MILLION IMPRESSIONS

14,000 CLICKS

306,000 VIDEO PLAYS

173,000 CONTEST ENTRIES

AGRICULTURE, TOURISM TEAM UP TO MARKET CALIFORNIA’S ABUNDANCE

MARKETING | CALIFORNIA, ALWAYS IN SEASON

Quince’s salads often combine local vegetables, fruits and cheeses with edible flowers

From asparagus to kohlrabi and kale, there’s a bounty ripe for the picking every day of the year in California. Over 400 crops are grown here,

and the diversity is a boon to farmers and chefs alike. Visit foodandwine.com/california to learn their stories, and enter for a chance to win a 6-night foodie vacation in the Golden State, complete with dinner at

Quince and a chance to visit Full Belly Farm.

california callingfoodandwine.com/california

local championChef Michael Tusk learned the importance of sourcing high-quality local ingredients and building relationships with farmers while working for the famed Alice Waters, of Chez Panisse. The restaurant called on a huge network of small farms for just one or two superior products. “Instead of just calling in one big order to stock the kitchen, we visited individual farms to touch, taste and smell the products for ourselves, and that forever changed my approach to cooking.”

Twenty years later, Chef Tusk is still buying produce from Full Belly Farm, and it’s a relationship that’s proved mutually benefi cial. “We wouldn’t be here without each other,” says Tusk. “As chefs, it’s our job to pay homage to all the labor and care farmers put into their crops. And then hopefully we can convince them to take a break from their work in the fi elds and markets to come into the restaurant and see their products shine on the plate.”

Quince restaurant in San Francisco showcases the seasonal bounty of Northern California

Chef Michael Tusk changes his tasting menus daily to showcase ingredients at their very peak

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Q&Awith Chef Michael Tusk

What makes California such a great culinary destination?

The bounty here is like nowhere else in the world. And it’s not just the produce, but also the viticulture, fresh fl owers and all the other amazing products you can discover and taste from farms throughout the state.

How often do you change your menus at Quince?Daily. In California, the offerings change every day, 12 months

a year, so we follow suit. One day you’ll see the fi rst English peas of the season at the market, and another it might be blood oranges,

cardoons or lemon verbena that catch my eye.

Why is it so important to support local farmers?

We work with over 80 purveyors, and I share those sources with other chefs. That way I can help increase the demand for great products, and

ensure they’ll be around next season.

Quince sources

from more than

80Bay Area purveyors,

including

Full Belly Farm

California Grown cabbage picked fresh at Full Belly Farm

Each and every day of the year, something wonderful is taking root in California. Just ask farmer Paul Muller of Full Belly Farm and

Chef Michael Tusk of the seasonal French- and Italian-inspired Quince restaurant in San Francisco.

Muller’s been growing produce in northern California’s Capay Valley for over 30 years—everything from classic American favorites like summer peaches and corn to varieties “borrowed” from other cultures, such as Asian vegetables and Persian melons. “We have about 30 tomatoes, from small, intensely-fl avored Russian types to an unusual German white tomato, plus heirloom varieties that Thomas Jefferson grew in his own garden,” he says.

The farmers at Full Belly collaborate with chefs like Tusk to select crops that have character and integrity, and taste better than what’s commonly available. “At Quince, they really celebrate the subtleties and unique qualities of the crops we grow,” says Muller. He also appreciates the role Tusk and his crew play in helping change attitudes about food. “By educating themselves and their diners, they’re contributing to this wonderful revolution. The public is becoming more and more aware of their options for better food, and how local and regional agricultures can serve them.”

CALIFORNIA always in season

PART 2: San Francisco & Capay Valley, with farmer Paul Muller of Full Belly Farm

and Chef Michael Tusk of Quince

a dve rt i s e m e n t

70different crops

are grown at

Full Belly Farm

California Grown asparagus is one of Chef Tusk’s favorite spring crops from the farm

watch the accompanying video at foodandwine.com/california

Full Belly harvests

65,000 pounds of

asparagus a year

Paul Muller on location at Full Belly Farm

fl oral notes To source the area’s best fresh-cut fl owers and local wines, Chef Hughes relies on purveyors like Myriad Flowers and Margerum Wine Company. “Without great grapes, you cannot make great wine,” says Doug Margerum, director at Margerum Wine Company. “It’s wonderful to collaborate with someone like Chef Hughes, who’s really dedicated to turning out beautiful plates of local organic produce, seafood, meats, and game, and then fi nding the absolute best wines to compliment their fl avor."

Doug Margerum with his dogs in the cellar of Margerum Wine Company

From fresh-cut fl owers to fi elds of strawberries, there’s a bounty ripe for the picking every day of the year in California. Over 400 crops are grown here, and the diversity is a boon to farmers and chefs alike. Visit foodandwine.com/california to learn their stories,

and enter for a chance to win a trip to California for a foodie stroll with Chef Brandon Hughes.

california callingfoodandwine.com/california

Want to come along on a culinary road trip? In

this 6-part series, we’ll travel throughout the Golden State to learn more about the vast agricultural offerings available in California year-round. We’ll meet specialized farmers, innovative chefs, and talented winemakers, and learn how they work together to showcase California’s tremendous bounty.

In this fi rst installment, we tour the Santa Barbara Farmers' Market

with Brandon Hughes, Executive Chef of the locavore

restaurant Wine Cask.

The finishing touches go on a salad at the foodie stroll dinner

farm-fresh dining Chef Hughes shares his enthusiasm for local, seasonal ingredients by leading a “Foodie Stroll” farmers' market tour and dinner each week. Guests shop the farmers' market alongside the chef, chatting up farmers along the way. "Some of those guys have been selling here for 30 years, so it can be a real education," says Hughes. The group picks out farm-fresh produce for that night’s meal, then heads back to the restaurant to cook up the bounty. Hughes also supports the market’s fl ower growers by picking up fresh-cut blooms several days a week to brighten the tables at Wine Cask. “I love walking down the street to pick out roses, lilies, and live orchids grown just two miles away,” says Hughes. “It adds another layer to the truly local experience we aim to give our guests.”

California produces

more than

90%of all domestic

wineCALIFORNIA

always in seasonPART 1: touring the santa barbara farmers' market

with chef brandon hughes

Q&Awith Chef Brandon Hughes

What makes central California a destination for great food?

With 250 days of sun a year and so many different microclimates, the number of crops grown within 60 miles is unbelievable. Having

access to that much high-quality, local product inspires amazing food.

Why is it important to source local ingredients?For the sake of our carbon footprints, to help us get back to a seasonal diet, and to put money back into our communities.

What’s the benefit of serving local wines?Take our house red: we tasted the grapes,

helped out during harvest, and did barrel tastings. When we have fi rsthand knowledge like that, we can pass it on to the customer

and enrich their experience.

a dve rt i s e m e n t

Chef Hughes packs up produce on his daily trip to the farmers' market

48% of all U.S.-grown

vegetables come

from California

Hughes grabs fresh vegetables for the evening's menu at Wine Cask

Father-son team Harry and Erik Van Wingerden survey roses in their Myriad Flowers greenhouse

Dozens of local rose varieties are sold at the market

75% of fresh cut fl owers grown in the U.S. come from CA

watch the accompanying video at foodandwine.com/california

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California Restaurant Month is a celebration of culinary experiences, food and wine

that can only be found in the Golden State. This event, held annually in January,

is dedicated to boosting tourism during a month that is traditionally a slower time

for travel.

Although the Golden State is already the top culinary destination in the United

States, California Restaurant Month reminds consumers that no other place offers

California’s diversity and abundance of restaurants, celebrity chefs, wineries and

fresh-off-the-farm ingredients. Now in its fourth year, this signature program

supports one of Visit California’s key marketing pillars, Culinary, which is an

important differentiator and tourism driver for the Golden State.

Promotion began in mid-November and lasted through mid-January as the

marketing and PR teams for Visit California reached out to national media outlets

to encourage consumers to read about special offers, view Dine & Drive itineraries,

watch videos and more at www.dineinca.com, an expanded web page devoted to

all things culinary. Visit California also promoted the program in a partnership with

Food & Wine magazine.

A paid digital media campaign drove clicks and likes. The plan included Facebook

ads, promoted postes and Tweets to Visit California’s social database; Search

Engine Marketing targeting dining and restaurant searches; and animated banners

targeting culinary travelers on FoodandWine.com and ad networks.

EARNED IMPRESSIONS: 14 MILLION

PAID IMPRESSIONS: 17.2 MILLION

DESTINATIONS: 40

California Chef Ben Ford touts California Restaurant Month on the “Better Show” in January 2014.

The segment celebrated the state’s unmatched culinary offerings.

CALIFORNIA RESTAURANT MONTH WHETS TRAVELERS’ APPETITES

In 2014, 40 destinations

statewide participated in

California Restaurant Month,

the most in the history of the

program. What started as an

earned media program has

evolved into an integrated

global marketing program

with paid, owned and earned

media expanding consumer

awareness.

MARKETING | RESTAURANT MONTH


AIRLINE PARTNERSHIPS EXTEND CALIFORNIA’S REACH

AMGEN Tour of California Offers Ideal Partnership Opportunity

Visit California again sponsored the premier cycling event in the United States,

the ninth annual AMGEN Tour of California. The race is a seven-day postcard of

California’s stunning landscapes, broadcast in more than 200 countries. Visit

California’s sponsorship of the race delivered more than 4.26 billion online, print

and television impressions worldwide during race week, a 22% increase from

2013. Live coverage included 14 hours on NBC Sports Network and two hours

on NBC, and national broadcast hits included “The Tonight Show with Jimmy

Fallon,” “The Today Show” and “SportsCenter.”

The Dream Big Sweepstakes leveraged this exposure by offering consumers

a chance to win a trip to the race. The co-branded promotion was promoted

through AEG Cycling, Visit California’s owned channels and a digital paid media

campaign. A dedicated page at www.visitcalifornia.com/amgen featured trip

ideas and itineraries for the host cities on each stage of the Tour.

IMPRESSIONS: 4.26 BILLION

SPECTATORS: 2 MILLION

BROADCAST: 200 COUNTRIES

Cyclists fly past spectators during the ninth

annual AMGEN Tour.

MARKETING | PARTNERSHIPS

Visit California worked with three airlines to extend global brand activity and

incorporate retail calls to action. The partnerships included a combination of paid,

owned and earned media for each cross-channel program. Paid media activity

included “Dreamers” TV commercials tagged with British Airways and Qantas, while

the Air New Zealand program focused on digital and print executions.

The $441,000 national media spend

included a tagged “Dreamers” TV

commercial highlighting California

holiday prices with a www.ba.com

call to action.

The $500,000 spend included

digital and print co-op ads with an

Air New Zealand tag, highlighting

California holiday prices with a

www.airnewzealand.co.uk call to action.

A $312,000 television spend in Sydney,

Melbourne and Brisbane used a

tagged “Dreamers” TV commercial

promoting California holiday prices

with a Qantas.com call to action.

All airlines reported

increased bookings during

the campaign period vs.

the same period last year.


http://www.VisitCalifornia.com/amgen

MARKETING | PARTNERSHIPS

EXTREME FRONTIERS WITH CHARLEY BOORMAN

Thrill seeker Charley Boorman,

host of “Extreme Frontiers,” toured

California’s Pacific Coast Highway as

the finale of a 20-state adventure. The

partnership with Brand USA delivered

an estimated viewership of $100 million

in key international markets including

the United Kingdom, Australia and

Canada. Additionally, YouTube clips

and a Discover America landing page

that included a blog, photos and other

content extended the reach and impact

of this partnership.

WESTERN WINE TRAIL

Visit California and Brand USA joined

efforts to create a media campaign with

the Travel Channel to highlight the West

Coast’s culinary riches. The campaign

brought Visit Redding, Sonoma County

Tourism and San Francisco Travel

together with Travel Oregon to produce

four episodes of “West Coast Wine

Adventure.” The series was broadcast

in March, and Travel Channel has

committed to rebroadcast it at least

20 times in the next two years. Travel

Channel’s global network broadcast

30-second spots in November featuring

culinary destinations in Northern

California and Oregon. The co-op

included banner ads on Travel Channel’s

websites, further promoting California.

A custom landing page for the contest

and social media content garnered high

user engagement.

PACIFIC COAST ROAD TRIP

Japanese influencer Kuro took a road

trip along California’s historic Pacific

Coast Highway, blogging about her

experience to her fan base on Japan’s

most well-known blogging site, Ameba.

Over the course of her California road

trip, Kuro posted 64 blogs. Coupled

with hundreds of social media posts, her

content accumulated 3.5 million views.

NATIONAL GEOGRAPHIC SHOWCASES ROUTE 66

National Geographic and Visit California

joined forces on a multi-platform

program to showcase Route 66. The

campaign followed the journey of

National Geographic’s Andrew Evans as

he documented his experiences in real

time with photos, Twitter posts, blogs

and videos throughout his adventure

from Chicago to California. A dedicated

editorial hub on National Geographic’s

website produced major coverage,

including 20 blog postings. The

program reached 1.8 million Facebook

fans, nearly 900,000 Twitter followers

and 24,000 Instagram followers.

BRAND USA PARTNERSHIP BENEFITS CALIFORNIA

Since Brand USA’s launch, Visit California has been one of its biggest partners and supporters.

Between in-kind contributions and cash, Visit California’s co-op investment totals $13 million.

Brand USA’s programming complements Visit California’s $30 million annual international marketing

investment. Brand USA’s co-ops complement Visit California’s program of work by showcasing

California on an ongoing basis—be it real-time storytelling through digital influencers, welcoming

mass-reach broadcast television productions or hosting agents and media on large-scale

familiarization tours. Some FY13/14 highlights include:


Social Media

Visit California deploys social media strategies around many of its paid and earned

media initiatives to inspire and engage potential California visitors. While Facebook

and Twitter are the primary social media channels, Visit California worked to

diversify its social presence with more visual, photo-driven platforms like Pinterest

and Instagram. A primary goal of Visit California’s social media program is not just

to gain more fans, but to promote sharing of the California story.

Late in 2013, Visit California changed its Facebook structure to better align

Visit California’s global Facebook presence. Now consumers can easily navigate

between Visit California’s global Facebook page, and its regional pages for

Australia, Brazil, Japan and the United Kingdom, which had previously been stand-

alone Visit California Facebook pages in those markets. This shift also aggregated

Visit California’s Facebook fan base.

In China, Visit California’s foundational brand activity has included development of

a Weibo page, China’s popular microblogging social media site. The page steadily

gained followers throughout FY13/14, crossing the 110,000 threshold in June.

FACEBOOK LIKES: 805,958

INSTAGRAM FOLLOWERS: 42,881

TWITTER FOLLOWERS: 45,796

OWNED CHANNELS

Consumer Website

Shows Steady Growth

VisitCalifornia.com is Visit

California’s primary consumer

website and is used as a call

to action on brand advertising

activity in the U.S. and Canada.

Visit California also manages

12 international domains in nine

languages. Google Analytics is used

to track visitation on all the sites,

enabling Visit California to assess

the effectiveness of advertising

campaigns and promotions and

monitor impressions in real time.

Overall traffic to visitcalifornia.com

continued to steadily increase,

and the consumer migration to

mobile is obvious. Mobile users

accounted for 42% of total visits

to visitcalifornia.com.

TOTAL VISITS

5.7 MILLION

7.7% YEAR OVER YEAR INCREASE

MOBILE VISITS

2.4 MILLION

56% YEAR OVER YEAR INCREASE

FACEBOOK COMPETITOR GROWTH

Facebook Account Page Fans Fan Growth % Total Engagement

Pure Michigan 658,142 13.60% 2,135,727

Visit California 805,958 9.30% 1,257,155

Visit Florida 618,076 4.20% 1,335,935

I Love New York 1,274,046 3.10% 506,043

Visit Las Vegas 1,337,479 0.40% 1,529,422

Montana 203,931 0.30% 1,099,347

Travel Oregon 240,450 0.30% 627,718

Visit Arizona 256,686 0.20% 794,708

Texas Tourism 76,876 0.20% 23,353

Enjoy Illinois 50,355 0.10% 71,475

MARKETING | OWNED CHANNELS


ROAD TRIPS DELIVERS EASY GETAWAYSWith easy-to-follow, 10-stop driving itineraries, the 2014 California Road Trips

guide reflects California’s active lifestyle while delivering easy getaways for road

travelers. The Road Trips guide showcases the variety of activities and destinations

available throughout the state. Informed by data that reveals how the majority of

visitors travel in California, each route now begins in a gateway city. The itineraries

move from these urban destinations into off-the-beaten-path locations.

This year, 12 California-themed Spotify playlists accompany each itinerary and

highlight California’s rich musical heritage. The guide is produced by Visit California

and partner Sunset Magazine. One million guides are printed, 600,000 of which

are inserted into the June issue of Sunset.

DISTRIBUTION

1 MILLION PRINT

12 CALIFORNIA-THEMED SPOTIFY PLAYLISTS

MARKETING | OWNED CHANNELS

VISITOR’S GUIDE INSPIRES CALIFORNIA TRAVELERSThe 2014 Official California State

Visitor’s Guide and Travel Planner

helped focus consumer attention

on Yosemite National Park and the

surrounding region by including a

stunning cover image of Yosemite

Falls. A new feature on the cover links

readers to exclusive content, including

a time-lapse video of Yosemite and

information about the park and its

gateway communities.

Produced by Sunset Publishing for Visit

California, the Visitor’s Guide provides

statewide coverage of destinations

and listings of accommodations and

attractions, all serving as the essential

travel-planning guide for anyone

dreaming of an unforgettable California

experience. More than 30 trip ideas

feature easy-to-use route maps.

To further assist road travelers, the

guide includes the full-color official

state map, which provides more

opportunities for visitors to find new

and exciting destinations to check out

while traveling in the Golden State.

The Visitor’s Guide is available in a

digital Nxtbook version, complete

with links to destinations and

attractions, on www.visitcalifornia.com.

It is also available in an iPad version

in the App store.

DISTRIBUTION

500,000 PRINT

DIGITAL NXTBOOK ON VISITCALIFORNIA.COM

IPAD VERSION IN APP STORE

In-language

Guides Promote

International Travel

Visit California produced

13 editions of its International

Visitor’s Guides. The guides provide

a mix of content tailored to each

market as well as foundational

information about California.

They also include a fold-out map.

The guides are distributed at trade

shows or direct fulfillment.

DISTRIBUTION

210,000 PRINT RUN

13 EDITIONS


YREKA SHASTA CASCADE

ARCATA NORTH COAST

ANDERSON SHASTA CASCADE

CALIFORNIA WELCOME CENTER VISITATION

Fiscal Year 2013/14 1,475,688

Fiscal Year 2012/13 1,424,474

3.6 percent increase year over year

California Welcome Centers serve

as concierges for travelers by

providing information on destinations,

attractions, performing arts and

accommodations throughout the state.

They are an essential resource for

road travelers, who often bolster the

tourism economy by renting passenger

cars. By promoting destinations in

their regions and throughout the state,

they inspire travelers to stay longer

and experience more. San Francisco

State University research shows that

about 1 in 5 travel parties who visit a

California Welcome Center stay an

average of 2.5 days longer in California.

The California Welcome Center

network will reach 20 locations when

the Ontario center, currently under

construction, opens in 2014–15. The

California Welcome Center designation

was awarded to the Ontario Mills Mall

in FY13/14 after an RFP process.

California’s growing network of

California Welcome Centers requires

streamlined communications to ensure

managers are up-to-date with the latest

tools and information. In September, the

Manager Training Module was launched

to provide in-depth training to center

staff, allowing the network to run more

cohesively. The first training was in

Salinas, and more sessions followed

in Yucca Valley and Arcata.

ALPINE SAN DIEGO COUNTY

AUBURN GOLD COUNTRY

BUENA PARK ORANGE COUNTY

EL DORADO HILLS

GOLD COUNTRY

MAMMOTH LAKES

HIGH SIERRA

MERCED

CENTRAL VALLEY

OCEANSIDE SAN DIEGO COUNTY

OXNARD CENTRAL COAST

PISMO BEACH CENTRAL COAST

SALINAS

CENTRAL COAST

SAN FRANCISCO

SAN FRANCISCO BAY AREA

SAN MATEO

SAN FRANCISCO

BAY AREA

SANTA ROSA

SAN FRANCISCO

BAY AREA

TRUCKEE HIGH SIERRA

YUCCA VALLEY DESERTS

BARSTOW DESERTS

CALIFORNIA WELCOME CENTERS MOTIVATE ADVENTURES


2014 FAM Tours

High Sierra/Gold Country (January)

Deserts / Inland Empire (April)

Central Coast (May)

Central Valley/High Sierra (June)

Shasta Cascade/North Coast (July)

Visit California’s Multi-Regional

Rural Grant program provides funds

each year for collaborative projects

between regions. In FY13/14, the Rural

Marketing Symposium developed

a program to showcase the state’s

off-the-beaten-path destinations to

tour operators from around the world.

Five FAMs funded with $100,000 in

grant money showcased California’s

rural tourism regions. The itineraries,

designed to inspire tour operators

to include rural destinations, will

be repurposed throughout Visit

California’s owned and travel trade

channels.

RURAL FAMS HIGHLIGHT OFF-THE-BEATEN-PATH DESTINATIONS


TRAVEL TRADE

TRAVEL TRADE FORGES GLOBAL ALLIANCES

Harvey’s Legends Australia

SuperFAM with 60 agents in

October 2013

Meier’s Germany MegaFAM with

100 agents in October 2013

TUI Germany MegaFAM with

120 agents in April 2014

“California Expert” Online

Training Program

Completed agents in 2013: 1,417

There are now 6,894 agents

worldwide who have

completed the program.

2501,500TRADE AND MEDIA REACHED

FAMS


250

TRADE SHOWS

SEPTEMBER 2013

Top Resa

JATA

OCTOBER 2013

CITM

NOVEMBER 2013

WTM

FEBRUARY 2014

NTA Travel Exchange

Go West Summit

Discover America Expos

MARCH 2014

Discover America:

Showcase Scandinavia

ITB Berlin

APRIL 2014

IPW

WTM Latin America

SALES MISSIONS

JULY 2013

Canada

AUGUST 2013

Australia

SEPTEMBER 2013

Brand USA India

OCTOBER 2013

China

NOVEMBER 2013

Japan & Korea

APRIL 2014

Mexico

JUNE 2014

France & United Kingdom

California Advisory Boards

Visit California established California

Advisory Boards in Mexico and the

United Kingdom in FY12/13, aiming

to expand relationships and share

growth strategies between industry

partners and key travel trade decision

makers. In March, Visit California

expanded the program into Brazil.

The Brazilian California Advisory

Board, a premier group of five leading

tour professionals, met in Los Angeles

and San Francisco March 15–22,

experiencing the latest destination

developments to encourage more

California product offerings in

Brazil. Visit California partnered

with American Airlines to provide

complimentary business class tickets

for the Advisory Board leaders. The

winners, top travel trade producers

from these key markets, visited Santa

Monica, San Francisco and Los

Angeles during the spring. A similar

Australia & New Zealand California

Advisory Board also formed this year,

featuring seven top-level operators.

Visit California plans to expand the

Advisory Board program soon into

Korea and China.

IPW Chicago

Visit California brought

its global “Dream Big”

campaign to IPW in

Chicago April 5–9 to

inspire more than 1,200

international and domestic

buyers and a record 550

media to sell and cover

the iconic California

dream and lifestyle. Staff

and global marketing

representatives conducted

368 appointments during

the show—a 3 percent increase over last year. Visit California was also well-

positioned at the media marketplace, with nearly 80 media stopping by for

the latest story ideas. Journalists raved about Visit California’s standing-

room-only press conference on April 8, where President & CEO Caroline

Beteta updated them about ways to use the “Dream Big” global messaging

platform. Visit California carried the momentum of Club California for

a fourth consecutive year, hosting California industry breakfasts every

morning before the trade show began and three one-hour wine receptions,

providing DMOs and their industry partners additional opportunities to

engage with buyers, media and representatives from Visit California’s

international offices.

California Advisory Boards were established for Brazil and Australia & New Zealand in FY13/14.

Roger Dow, Chairman of the U.S. Travel Association, with

Visit California’s IPW team.


PUBLIC RELATIONS & COMMUNICATIONS

417

400

PAID AD $ VALUE IN MILLIONS

IN EARNED MEDIA EXPOSURE

MILLION$

MILLION

$


PUBLIC RELATIONS AMPLIFIES BRAND MESSAGEVisit California’s global PR team extended

the Dream Big brand campaign through its

various media efforts this year, generating

nearly $400 million in earned media

exposure for the Golden State.

11,074

AUDIENCE REACH

EDITORIAL PLACEMENTS

8BILLION


PUBLIC RELATIONS & COMMUNICATIONS

PRESS TRIPSVisit California hosted journalists

from key domestic and international

markets, exposing them to the latest

product developments across the

state—emphasizing the “Dream Big”

brand platform and Visit California’s

experience pillars: Outdoor, Luxury,

Culinary, Entertainment and Family.

The Global Entertainment Press Trip

rolled out the red carpet in February

for leading journalists from the United

States, Canada, Australia, the United

Kingdom and Ireland, whose outlets

reached a combined audience of

45 million. The journalists visited

California’s entertainment capital,

Los Angeles, as well as two popular

entertainment industry escapes:

Palm Springs and Santa Barbara.

Visit California armed them with loaner

iPhones to document their Dream

Big experiences in real time on Twitter

and Instagram.

In the same spirit, Visit California

partnered with renowned photographer

and social influencer Colby Brown in

April to zoom in on Yosemite’s 150th

Anniversary. Visit California and

partners hosted Brown on a 10-day

Total # Total Audience Total Ad Market Placements Reached/Circulation Value $US

Australia 1,461 169,003,119 $37,841,360.00

Brazil 543 3,393,633,940 $35,014,047.61

Canada 104 24,857,604 $879,020.00

China 350 191,869,800 $60,576,832.00

France 430 241,225,439 $99,384,437.00

Germany 2,304 437,685,569 $34,653,112.00

India 360 295,246,531 $666,236.35

Italy 510 86,767,555 $8,579,844.00

Japan 978 520,810,809 $73,273,652.00

Korea 246 255,840,000 $16,937,000.00

Mexico 320 101,720, 864 $3,473,004.00

Scandinavia 1,935 414,087,374 $19,048,742.00

UK 1,291 1,945,636,941 $19,031,632.00

USA 242 120,436,056 $7,630,482.91

TOTALS 11,074 8,097,100,737 $416,989,401.87

photo shoot, showing through photos

and videos that the Yosemite region

was unscathed by the Rim Fire and

remains a “must see.” Brown promoted

the area to his more than 3 million social

media followers.

To expand the program’s impact, Visit

California partnered with Nokia, which

enjoys a longstanding relationship

with Brown, to host 16 social media

influencers in the region. With nonstop

tweets using #Yosemite150, the project

generated 3 million impressions, as well

as new assets for California’s tourism

industry.

PRESS TRIPS: 258

MEDIA HOSTED: 423

Journalists on the Global Entertainment Press

Trip experience a popular escape.


NEW GLOBAL REPORTING PLATFORM

Visit California’s communications team recently launched PReport, a new

global reporting platform to share global earned media activities and results.

The report streamlines and standardizes coverage tracking across the various

global offices, making it easier for board members and industry stakeholders to

see the team’s strong results in a more uniform, user-friendly and comprehensive

way than ever before.

INAUGURAL CALIFORNIA PR SUMMIT

Visit California’s global team

hosted its first major statewide

Public Relations Summit Sept. 25

in Los Angeles, aiming to engage

tourism PR professionals in global

communications efforts and

maximize service to media. The

sold-out event, held in conjunction

with the popular Visit California Los

Angeles media reception, offered

public relations professionals the

chance to share best practices, gain

insights on current media trends

and learn strategies for working

on limited budgets. The program

also informed destination publicists

about the latest ways to co-op

with the state’s communications

programs, encouraging partners to

expand efforts to give media new

product updates an ongoing basis.

The program’s success inspired a

second PR Summit in conjunction

with Outlook Forum in February.

75 ATTENDEES

7 SESSIONS

Media Receptions

The PR team hosted several successful

media events in key cities this year,

updating hundreds of trade and

consumer journalists on the latest

destination developments, digital

assets and story ideas in California.

Visit California leveraged its marketing

partnership with California Grown to

create “California, Always in Season”-

themed events in New York and San

Francisco highlighting the state’s

abundant agricultural bounty.

LOS ANGELES (SEPTEMBER)

45 DELEGATES, 61 MEDIA

NEW YORK (MARCH)


SAN FRANCISCO

(APRIL)


TORONTO (JUNE)


Clockwise from top: San Francisco’s Terra Gallery; Madison Fisher, Director of Marketing and

Communications at Visit Huntington Beach, chats with a journalist in New York; LA Tourism President &

CEO Ernie Wooden, Visit California President & CEO Caroline Beteta and San Diego Tourism Authority

President & CEO Joe Terzi at the Los Angeles Media Reception.

Tim Zahner, Sonoma County Tourism’s Chief

Marketing Officer and Laurie Armstrong,

Director of U.S. & Canada Media Relations at

the San Francisco Travel Association, face

off in a “Family Feud”-style quiz show at

Visit California’s first PR Summit.


INTERNATIONAL

4.9%

GLOBAL TRAVEL FUELS CALIFORNIA ECONOMY

International visitors are vitally

important to California’s

economy. They are the state’s

most valuable travelers, staying

longer and spending more than

their domestic counterparts. In

2013, 15.3 million international

visitors traveled to California,

spending $21.8 billion.

Thanks to a growing global

middle class, the world’s

population now takes more

than 1 billion international trips

every year. That, combined with

the relative value of the U.S.

dollar, suggests that growth

in international visitation will

outpace domestic travel for

years to come.

FORECASTED INCREASE IN INTERNATIONAL VISITATION IN 2014

This is encouraging news for

California’s tourism businesses:

78 percent of all international

visitors to California stay in paid

accommodations, and 42 percent

rent cars.

“Emerging” markets in Asia

and South America are rapidly

becoming primary sources of

travel revenue for California.

Airlines are responding by

increasing airlift into California,

providing more opportunity

for California to capture market

share. In 2014, international

visitation to California is

forecasted to increase

4.9 percent, and spending is

expected to increase 8.1 percent.


4.9%

15.3

21.8INTERNATIONAL VISITS

INTERNATIONAL SPENDING

MILLION

BILLION

$INDUSTRY.VISITCALIFORNIA.COM | 49

UNITED STATES16 YEARS

$30,000,000

CANADA5 YEARS

$1,900,000

U.K./IRELAND14 YEARS

$4,200,000

SCANDINAVIA11 YEARS

$80,000GERMANY10 YEARS

$670,000

ITALY 6 YEARS

$80,000

BRAZIL5 YEARS

$315,000

SOUTH KOREA6 YEARS

$535,000

INDIA5 YEARS

$200,000FRANCE5 YEARS

$325,000

MEXICO7 YEARS

$2,000,000

CHINA4 YEARS

$6,000,000

AUSTRALIA10 YEARS

$2,850,000

JAPAN14 YEARS

$680,000

INTERNATIONAL

$2M $4.2M $6M

GLOBAL REACH


TH

OU

SA

ND

S MIL

LIO

NS

CA

NA

DA

CH

INA

U.K

.

JA

PA

N

AU

ST

RA

LIA

ME

XIC

O A

IR

GE

RM

AN

Y

S. K

OR

EA

FR

AN

CE

SC

AN

DIN

AV

IA

IND

IA

BR

AZ

IL

ITA

LY

SPENDING

2,000

0

$5,000

$0

VISITATION

2013 INTERNATIONAL VISITATION & SPENDING

$6M

Market Visitation Spending

Canada 1,567,358 $2.2 billion

China 819,234 $1.9 billion

U.K. 652,012 $867 million

Australia 553,036 $990 million

Japan 535,577 $1.1 billion

Mexico Air 514,767 $512 million

Germany 421,222 $703 million

S. Korea 389,270 $909 million

France 388,271 $673 million

Scandinavia 241,139 $444 million

India 239,738 $446 million

Brazil 206,425 $435 million

Italy 157,184 $312 million

“EMERGING” MARKETS IN ASIA AND SOUTH AMERICA

ARE RAPIDLY BECOMING IMPORTANT SOURCES OF

TRAVEL REVENUE FOR CALIFORNIA

2013 INTERNATIONAL VISITATION & SPENDING

FY 13/14 AIRLIFT TO CALIFORNIA

Ave. Ave. Weekly Weekly Market Flights Seats

Australia 63 22,740

Brazil 10 2,600

Canada 343 41,120

China 72 22,944

France 34 11,110

Germany 42 15,713

Italy 3 882

Japan 109 28,534

Mexico 480 73,045

Scandinavia 12 3,116

South Korea 63 20,751

United Kingdom 87 29,350

Source: OAG

Sources: U.S. Department of Commerce; CIC Research, Inc.; BEA;

Tourism Economics; Visit California

Visit California’s primary responsibility is to grow

global demand for the California brand. No other

organization is positioned to do that effectively. With

representation in 13 markets and promotional efforts

in 22 countries, Visit California’s reach is unmatched.

Local DMOs such as the San Francisco Travel

Association can leverage Visit California’s

infrastructure and spending to extend their own

reach. In this way, Visit California supports local

DMOs and CVBs to deliver more visitors—especially

valuable international visitors who stay longer and

spend more at California’s businesses. Additionally,

Visit California’s leadership in times of crisis unifies our

industry and creates a cohesive messaging platform

to overcome any impediment to travel.

The glow effect of Visit California’s marketing efforts

is felt in all of California’s tourism regions.

Joe D’Alessandro

Commissioner,

Visit California

President & CEO,

San Francisco Travel

Association


INTERNATIONAL

AUSTRALIAVisitors: 553,036

Spending: $990 million

Market share: 45.9%

Although the value of

the Australian dollar

has dropped slightly

from its peak, it still offers excellent

value, and intent to travel remains at

an all-time high. The United States is

the most popular outbound destination

for Australian travelers, and California

captures nearly half of the Australian

market. In 2013, Australia was the

fourth-largest source of overseas

visitors to California.

Visit California’s FY13/14 strategy in

Australia was the promotion of “The

Gateways and Beyond” message, with

the goal of increasing length of stay

and increasing repeat visitation.

A mix of television spots and digital

media, using the “Dream Big” and

“Kids at Play” creative, was launched

in January 2014 in Australia’s main

urban areas—Sydney, Melbourne and

Brisbane. The “Dream Big” brand

platform’s soft launch events were held

in Sydney, which included a 70-person

travel industry update and a media

dinner at the Sydney Opera House.

To further extend Visit California’s

brand activity, a partnership with

Qantas promoted California holiday

prices and tagged the “Dreamers” spot

with a Qantas.com retail call to action.

Australia’s travel industry continued to

consolidate, with major tour operators

merging and rebranding. An Australia/

New Zealand California Advisory

Board, based on the successful model

used in other markets, was formed in

FY13/14. The California Advisory Board

develops top-level strategic thinking

and fosters partnerships with key

operators in Australia and New Zealand.

Australia’s first California-only travel

trade marketing campaign, named My

California, was launched in November 2013

under a partnership with Ignite Travel,

one of Australia’s fastest-growing travel

companies.

In addition, Visit California continued its

sponsorship of the Australians in Film

Heath Ledger Scholarship. This alliance

provides a year-round platform to network

with Australian brands and new talent

with strong connections to California,

generating positive exposure and celebrity

content for the California brand.

The Australia California Advisory Board meets in Sydney.

The “Dream Big” platform launch included a

media visit to the iconic Sydney Opera House.

brazil


BRAZILVisitors: 206,425


Market share: 10.0%

The competitive

landscape is aggressive

for the Brazilian traveler.

With a similar traveler profile and

no visa requirements, France, Italy,

Portugal, Spain, Germany and the

United Kingdom are California’s top

overseas competitors; key domestic

competitors include Florida and

New York.

Increased airlift from Brazil helped

build consumer interest in California

in FY13/14. American Airlines’ daily

non-stop B777 flight from São Paulo

to Los Angeles launched in December

2013. Visit California support the debut

of the flight with launch events in

Brazil attended by media and high-

level industry leaders. Visit California

also hosted three groups of American

Airlines’ “Top 10 Agent Award” winners

on trips to California in spring 2014. The

route has enjoyed high passenger loads.

Given that 55 percent of Brazilian

travelers book via a travel agent,

travel trade and PR activities are

a primary strategy. In FY13/14, a

Brazilian California Advisory Board

was launched in conjunction with

American Airlines, Mobility Online and

four top tour operators. The group

met in Los Angeles and San Francisco

in March 2014, experiencing the latest

destination developments to encourage

more California product offerings

in Brazil.

Visit California led California

delegations to two major trade shows

in Brazil. In September 2013, the ABAV

Trade Show produced strong exposure

for the California brand. In April 2014,

15 California companies joined Visit

California at World Travel Market Latin

America, which attracted more than

17,000 trade professionals.

Visit California partnered with Brazilian

fashion designer Oskar Metsavaht

to create an exclusive “In California”

photography exhibition that premiered

during WTM-Latin America. The show’s

opening reception attracted over 200

top media, which resulted in more

than 200 placements in major daily

newspapers and websites including

Vogue, Glamurama and RG.The Harvey’s Legends SuperFAM

brought 60 of Australia’s top-selling

agents to Northern California in

October 2013, the first time the

program has traveled to the United

States. In June 2014, Visit California

secured additional media coverage

of California’s travel product with a

“Dream Big” getaway for Australian

journalists in Southern California.

Visit California sponsored a California

getaway in April 2014 for the stars

of Australia’s first season of “The

Bachelor,” leveraging the digital

influence of celebrity couple Tim

Robards and Anna Heinrich. The couple

documented every step of their trip

on Instagram and other social media

platforms. The campaign generated a

combined reach of 5.3 million.

A visit to California from Australia’s “The

Bachelor” couple garnered significant coverage.

Fashion designer Oskar Metsavaht’s “In California” photo exhibition premiered at WTM-Latin America.

The Bachelor’s Tim Robards, 30, and girlfriend Anna Heinrich, 26 – still going strong months after meeting on the hit TV show – recently jetted off for a US west coast road trip. We’re guessing this is a good “test trip” for a bright future together.

Tim & Anna sayg’day USA!

TIM ROBARDS & ANNA HEINRICH

C S G O O OS C S O

ROMANCING THE STONE?

IT’S A SIGN!

Suitcases packed, smiles fi xed… and they’re off !

Suitcases packed, smiles fi xed… and they’re off !

Copyright Agency licensed copy(www.copyright.com.au)

Womanʼs Day, National05 May 2014

General News, page 95 - 255.00 cm²Magazines Lifestyle - circulation 335,112 (M------)

ID253345251 PAGE 1 of 1

“I definitely think going away brings you closer”

—Anna Heinrich

The Bachelor’s Tim & anna

7 months on We’re more in love than ever!

Proving their connection is more than just a reality-show construct, Tim Robards and Anna Heinrich take their romance on the roadanned and relaxed after a whirlwind trip to California, The Bachelor’s Tim Robards and Anna Heinrich are engaging in friendly banter on a quick May 1 lunch break in Sydney from their respective jobs as a chiropractor and a criminal

lawyer. “We’ve been overseas together before, but this was 10 days straight!” says Robards, 31. Heinrich, 25, chimes in, her perfect white teeth flashing as she laughs: “Yep, it was 24/7—except for the hours Tim spent in the bathroom getting ready!”

Seven months on from the reality series that catapulted their “instant attraction” into a real-life romance—he declared his love for her in Phuket, Thailand, while cameras rolled in the final episode—the couple have segued their small-screen connection into a comfortable partnership, complete with affectionate gibes. They’ve

T also become paparazzi favourites and red-carpet regulars: “The events are great to attend, and lots of fun,” says Heinrich. “But we love sitting at home just as much. For us, it’s all about being together.”

They stayed away from the limelight on their California road trip, which took in San Francisco, Half Moon Bay and Santa Monica from an electric-blue convertible Ford Mustang. Highlights included hiking at Big Sur, kayaking and wine tasting in Santa Barbara, and nightly dinners at luxe restaurants. “You couldn’t tell we were tourists at all,” Robards says with a wry smile, adding the drive over San Francisco’s Golden Gate Bridge was “amazing.”

The trip also consolidated the develop-ing bond between the pair. “The closest we came to a fight was when I beat Tim

at tennis at the Ritz Carlton in Half Moon Bay—he had a bit of a cry,” says Heinrich. “I definitely think going away brings you closer, because you’re put in different circumstances. You’re con-stantly learning things about each other. Now we know we travel well together

—and we also know I can beat him at tennis.”

Back home in Sydney’s eastern suburbs, life has again settled into a happy routine, peppered with an array of surprise dates—an essential element of any successful relationship, says

Robards: “I think it’s key to keep the spark alive and try to create excitement every now and then.” Having grown accustomed to his picnics and Bachelor-style outings, Heinrich isn’t complaining. “Every couple of weeks he’ll surprise me with something nice and new,” she says.

love in the picture

With a combined 150,000 followers on Instagram, the

couple (at Universal Studios) are committed to keeping fans updated. “People want to

see how it unfolds between us,” says Robards. “I hope we can inspire

them.”

“Cali put on the best show for us,” says Heinrich (with Robards at the Pacific Wheel at the Santa Monica pier on April 24).

The fit couple (in Santa Monica on April 25) enjoy an active lifestyle, even on holidays.

Taking in the ocean views from the Post Ranch Inn, Big Sur, on April 21.

“Every place we went to seemed romantic,”

says Heinrich (at Santa Monica on April 24).

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INTERNATIONAL

CANADAVisitors: 1.6 million

Spending: $2.2 billion

Market share: 6.7%

With its close proximity

to California, Canada

remained the second-

largest international market of origin

for the state in FY13/14. California

offers key attributes that remain

important for the Canadian traveler,

such as solid airlift and reasonable

airfares, a variety of cultural offerings,

cosmopolitan cities, wine and food

experiences and favorable weather.

The FY13/14 Canada media plan

included two flights of activity, first

in the fall and again in the spring.

National Specialty (cable) television

and pre-roll advertising were deployed

to reach audiences as they moved

from one video screen to another.

Digital media, including banners, SEM

and social media, provided consistent

in-market presence for Canada.

In July 2013, Visit California traveled

with 13 California delegates to

Montreal, Toronto and Vancouver

to participate in the Canada Sales

Mission. The mission introduced

delegates to Canada travel trade and

established long-term relationships

that will allow Visit California to

enhance product development.

The earned media strategy in Canada

maintained momentum from previous

years to grow editorial coverage

that incorporated California’s five

experience pillars and the “Dream Big”

platform. Seventy percent of FY13/14

editorial coverage was a direct result

of assisting with individual press visits

exploring themes such as culinary,

outdoors and luxury.

To preview California Restaurant Month,

in December 2013 Visit California

brought a taste of the state’s culinary

offerings to Toronto. Los Angeles-

based chef Suzanne Goin delighted nine

of Canada’s top food and travel writers

for a demonstration lunch.

In June 2014, Canada’s top media

gathered for Visit California’s annual

media reception at Toronto’s Berkeley

Fieldhouse. California delegates

networked with 52 of Canada’s leading

from publications such as Globe and

Mail Toronto, Huffington Post Canada

and Zoomer Magazine.

Los Angeles-based chef Suzanne Goin hosts a demonstration lunch in Toronto to preview California

Restaurant Month.


Sunset is pleased to partner with Visit California on these projects:

• California Visitor’s Guide • California Road Trips • International Visitor’s Guides • International Road Trips • VisitCalifornia.com website • Visit California email newsletters

ContaCt RJ Smith, Account Director [email protected], 650/324-5528 Melinda Sheehan, Advertising Director [email protected], 650/324-5631

As part of the Time Inc. portfolio of titles, Sunset is able to deliver more than just outstanding content: we also provide access to research on consumer trends, details on best practices, and multi- channel distribution models designed to target specific markets to best fulfill campaign goals and branding initiatives.

Visit California and Sunset – the perfect pairing

CHINAVisitors: 819,234


Market share: 45.3%

China’s outbound tourism

has soared in recent

years, and California is

the No. 1 U.S. destination for Chinese

visitors. Chinese visitors spend more in

California than travelers from any other

market—$2,377 per trip.

Building on Visit California’s inaugural

social media campaign in spring 2013,

a digital marketing campaign, Mega

Happy New Year, launched in October

2013 during Visit California’s annual

China Mission. The mission featured a

delegation of 10 California companies

and visited Guangzhou, Hangzhou and

Shanghai.

The digital campaign invited Chinese

travelers to spend the Lunar New Year

holiday in California. Campaign assets

included online advertising featuring

Celebrity Tourism Ambassador Gao

Yuanyuan. These ads encouraged

consumers to book travel packages

with 23 Chinese tour operators in

Beijing, Shanghai and Guangdong

Province. As a result of this campaign

alone, more than 2,300 travel packages

to California were booked, generating

over $5 million in spending throughout

the state.

To support the paid media campaign,

Visit California hosted a high-profile

Chinese press trip. Journalists from

national newspapers and online lifestyle

portals—whose outlets together

reach more than 4 million Chinese

consumers—experienced California’s

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2014 Lunar New Year holiday festivities

in February, participating in large-scale

New Year events at Disneyland and

Universal Studios Hollywood, Macy’s,

South Coast Plaza, Los Angeles, San

Francisco and Beverly Hills.

In April 2014, Visit California expanded

direct-to-consumer programming with

the launch of the “Dream Big” brand

campaign in the China market. The

spring campaign included an expanded

paid digital media layer and, for the first

time, terrestrial and online television in

China’s Tier 1 cities (Beijing, Shanghai

and Guangzhou). The campaign used

localizations of global brand advertising

assets, including a version of the

“Dreamers” TV commercial featuring

Celebrity Tourism Ambassador Gao

Yuanyuan, adapted banner ads and

relevant subtitled video content.

In addition to these campaign periods,

Visit California continued its ongoing

social media strategy throughout the

year, expanding its social footprint

beyond Sina Weibo and enlisting

additional key opinion leaders to grow

followers and fuel engagement.

Direct-to-consumer campaigns were

supported by building relationships with

key Chinese travel trade distribution

channels. Primary objectives included

educating travel trade, adding

consumer reach and seeking new

airlift opportunities. A sales mission to

Guangzhou, Hangzhou and Shanghai in

October 2013 connected 15 California

industry partners with more than 50

key in-market partners. Visit California

also teamed up with China Eastern

Airlines to conduct two large travel

trade FAMs that hosted 40 travel

trade partners from key operators

and participating airlines.

Visit California initiated a series of

co-op marketing and training initiatives

with United Airlines and key Chinese

tour operators ahead of United’s new

direct flight between Chengdu and

San Francisco, which launched June 11.

The flight established a new gateway

city in China that promises to boost

outbound travel from Chengdu to

California.

In May 2014, California hosted an event

for 7,000 Chinese visitors, the single

largest group of Chinese to ever visit

the state. The group was Perfect China,

a direct-selling company similar to

Amway. Perfect China’s “Dream Big”

incentive trip continued for two weeks,

pumping a minimum $17.5 million into

the Golden State economy.

A FAM trip visits Universal Studios.

California hosted the Perfect China tour group of 7,000

in May, the single largest group of Chinese to ever visit

the state. The group visited Los Angeles, Anaheim,

Beverly Hills and San Diego, injecting $17.5 million into

California’s economy in just two weeks.

INTERNATIONAL


GERMANYVisitors: 421,222


Market share: 22%

Visit California’s strategy

in Germany is built

around three core

areas: product development, industry

education and representation at travel

trade shows. The tour operator remains

the cornerstone of the travel trade

industry in Germany. German tour

operators increased business in 2013,

due to vacation and travel remaining

one of Germany’s most important

leisure activities. The United States is

the most popular overseas destination

for Germans, and California attracts

more than one out of every five

Germans traveling to the United States.

In November 2013, Visit California

hosted Meier’s Go West SuperFAM,

where 87 travel agents explored

California. Another 100 travel agents

discovered San Francisco, the Central

Coast and Los Angeles during the TUI

Erleben Tour SuperFAM and became

registered California Experts.

In March 2014, Visit California led a

California delegation to ITB Berlin.

The world’s largest tourism convention

set an attendance record with more

than 114,000 trade, 6,000 media and

60,000 consumers. Visit California

held several in-depth meetings with

tour operators and travel agents,

which focused on future travel

trade co-opportunities, educational

familiarization trips and ways to

incorporate “Dream Big” messaging

into consumer marketing efforts.

Public relations efforts generated

a record ad value of $34.5 million,

including the September premiere of

the high-profile arteTV documentary

series “The West Coast—California.”

FRANCEVisitors: 388,271


Market share: 25.8%

In 2013, California

welcomed 388,000

French visitors who

collectively spent $673 million in the

state—one-fourth of the U.S. market

share of France visitation. From 2013–16,

visitation from France to California is

expected to grow by 5.8 percent. That

optimism is reflected by the airlines.

XL Airways’ seasonal route to San

Francisco, launched in spring 2012,

has continued, and United Airlines has

launched daily service from Paris to

San Francisco.

In FY13/14, Visit California implemented

travel trade and communications

tactics in cooperation with in-market

partners such as operators, agency

networks and airlines. In September

2013 Visit California participated in

France’s key tradeshow, Top Resa,

with a larger booth presence and the

popular wine reception.

Visit California partnered with Hertz

to create a French-language version

of the California Road Trips guide.

Additionally, a partnership with

Air Tahiti Nui resulted in an online

consumer campaign that generated

more than 14,000 opt-in addresses.

The annual Air France Training Day

attracted 120 agents and 12 partners

to participate in a day of dedicated

California training modules. As in the

past two years, Air France supported

the program by flying agents to Paris

for this intensive California-only product

training.

Visit California’s earned media strategy

in France relies on maintaining close

relationships with key tier 1 journalists

and focusing messaging on the five

experience pillars. California hosted 17

press trips from France in FY13/14. An

additional 29 travel trade professionals

participated in familiarization trips,

while tour operator familiarization

support was extended to JetSet, Euram

and Comptoir des Voyages.

In June 2014, Visit California’s European

sales mission kicked off in Paris with

a delegate briefing about the market,

followed by trade and media tracks.

The trade track included educational

workshops for tour operators, travel

agents and call-center staff, as well as

networking events with tour operators

and online travel agents. The media

track included networking events and

roundtables with journalists who have

niche focuses including travel trade

and consumer sectors such as culinary,

outdoor recreation, entertainment,

luxury and culture.

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Top Resa is France’s key trade show.

INTERNATIONAL


INDIAVisitors: 239,738


Market share: 27.9%

India’s economy has

continued to mature, with

a growing middle class

and an increase in affluence stimulating

travel. Not only are India tourist arrivals

to the United States expected to

increase 43 percent by 2017, Indian

tourists have proved to be some of the

world’s biggest spenders. While there

are no nonstop flights into California,

Indian travelers are accustomed

to traveling via hubs to long-haul

destinations. All major airlines provide

good connectivity to California via the

Atlantic/Pacific or Middle East.

In FY13/14, Visit California promoted

the California brand in India through

travel trade and earned media efforts.

Public relations initiatives focused on

media outreach and story pitches to

major lifestyle consumer and trade

publications, and a media FAM was

conducted featuring India’s top auto

monthly, Overdrive.

Visit California played a key role in

Brand USA’s second annual India

Mission in September 2013. California

had one of the largest delegations at

the trade shows in Mumbai and New

Delhi. Visit California’s Online Training

Program saw major success last year,

with more than 1,200 Indian agents

becoming official California Experts.

ITALYVisitors: 157,184


Market share: 18.7%

Visit California promoted

California in Italy

primarily by enhancing

the travel trade’s product knowledge,

while earned media efforts focused

on leveraging the experience pillars

to reach a more targeted group of

potential travel consumers.

Visit California was a major sponsor of

the Hotelplan Italia Annual Convention

and Workshop. Hotelplan Italia is one

of the five top-producing Italian tour

operators for U.S. travel. As part of

the Hotelplan Italia partnership, Visit

California organized and supported

the shooting of the Italian TV program

“Donnavventura,” on location in

California in October-November 2013.

The reality-based TV program sent

contestants to tour California for

three weeks and work with journalists

to document their experiences.

The show’s California episodes aired

on RETE 4—the country’s first private

national network—to an audience

of 3 million viewers and ran several

times in March 2014.

Visit California also sponsored

the Festival of Travel Writing and

photo exhibition “Go West! The

frontier, the travel, the imaginary”

in collaboration with Brand USA.

Visit California’s best communication

asset, VisitCalifornia.it, was the

perfect umbrella under which to

develop the five experience pillars.

New and localized content was

integrated throughout FY13/14.

California’s delegation was one of the largest

at the Brand USA India Mission trade shows in

Mumbai and New Delhi.

The Italian reality TV show “Donnavventura” was shot in California in October and November.

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MEXICOVisitors: 514,767 (air)


Market share: 23.2%

Mexico is far and away

the No. 1 source of

international visitors to

California, accounting for 7.4 million

arrivals in 2013. Visit California focuses

its efforts on air travelers from Mexico,

who tend to stay longer and spend

more than overland travelers from

Mexico. Airlift to California increased

in 2013 due to increased capacity on

existing routes with Aeromexico and

Volaris, primarily from secondary

markets such as Guadalajara and Leon.

In April 2014, Visit California launched

a digital advertising campaign targeted

to consumers to stimulate summer

travel. The $1 million Mexico “Dream

Big” campaign featured an integrated

cross-channel approach—broadcast,

online, digital, social and search.

The new brand advertising features

a custom, in-language commercial

capitalizing on existing scenes from the

“Dreamers” and “Kids at Play” spots.

Localized digital banner ads reinforced

the content seen in the commercial,

while introducing key market drivers

such as shopping.

The campaign extended last year’s

video series with celebrity tourism

ambassador Jacky Bracamontes. These

videos, featuring Bracamontes sharing

her favorite California places and

experiences, served as the foundation

for a digital advertising campaign

educating Mexican consumers on the

depth and breadth of product to help

stimulate travel in summer 2013.

JAPANVisitors: 535,577


Market share: 14.4%

Japan enjoys massive

airlift directly into

California. With newly

added San Diego and San Jose 787

Dreamliner service by Japan Airlines

and All Nippon Airways, respectively,

nonstop flights from Japan fly to four

California gateway cities.

In November 2013, the Japan/Korea

sales mission traveled to Tokyo, Osaka

and Seoul. The mission focused on a

series of business development and

networking opportunities that included

destination and product seminars,

workshops and media functions.

Approximately 350 Japanese trade

and media attended the workshop

seminars and media functions during

the mission. The event featured several

notable events, including a reception at

the Ron Herman Tokyo store and café,

a California-style clothing brand. In

addition, a new translated travel trade

portal was launched during the mission.

In FY13/14, the “California Smiles”

and “My First California” campaigns

offered unique platforms for travel

trade to market California to key target

segments.

In September 2013, California had

the largest display in the Brand USA

Discover America Pavilion at the JATA

Travel Showcase, which attracted more

than 150,000 visitors.

The “Hello Los Angeles” guide was

published in December 2013. Visit

California secured the first California

travel guide from leading guidebook

publisher Mapple in spring 2014, and

the first California wine travel guide

featuring the entire state was published

in February 2014 by Space Shower.

Visit California launched the first

of four Club California Japan trade

training sessions in March 2014. The

program is an interactive educational

forum aimed at inspiring new

California product and engaging

frontline travel agents. The event

exceeded attendance expectations,

drawing 122 tour operators, agents

and journalists who rotated through

three 20-minute training sessions. The

trainings highlighted seasonal content,

co-op partner presentations, a guest

presentation by a travel writer who

showcased California destinations

featured in his California Wine

Guidebook and another who spoke

on shopping in California.

Mary De Hoyos, Senior Director of Business

Development at the Beverly Hills Conference &

Visitors Bureau, chats with a Japanese journalist

at a sales mission event.

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INTERNATIONAL


Mexico’s California Advisory

Board was a core component of

FY13/14’s in-country travel trade

initiative. With seven executive-level

members from Mexico’s leading

tour operators, this group provided

industry insight and expertise that

helped shape Visit California’s travel

trade strategy in Mexico. The board

also delivered co-op opportunities

to market travel to California and

increase destination sales for its

members.

In May 2014, a sales mission to

Mexico City and Guadalajara

provided partners with cost-

effective ways to gain traction in

market. Fifteen industry partners

including Universal Studios

Hollywood, San Francisco Travel

Association, Merlin Entertainment

Group and the Los Angeles Tourism

and Convention Board joined Visit

California in promoting the state’s

latest destination developments

with more than 300 top trade and

media professionals.

SCANDINAVIAVisitors: 241,139


Market share: 20.8%

The Scandinavian

countries of Denmark,

Norway, Sweden and

Finland have seen an increase in travel

to the United States and, in particular,

California. Outbound travel is rising

in these markets as their economies

grow—with an above-average

standard of living, residents enjoy

six weeks of annual vacation.

In response to this opportunity,

airlines are launching new routes and

increasing capacities. SAS’ direct flight

from Copenhagen to San Francisco

launched in April 2013, carrying

125,000 passengers annually. In

spring 2014, Norwegian Air Shuttle

began adding direct daily flights from

major Scandinavian gateways to Los

Angeles, San Francisco and Oakland.

These new routes are expected to

bring an additional 40,000 passengers

to California every year.

In FY13/14, Visit California’s key focus

was to support partnerships with

established network carriers to grow

or maintain daily service.

Visit California’s Scandinavia strategy

focused on public relations and travel

trade. In FY13/14, Visit California

revamped its Online Training Program

for travel trade and media, while

increasing media reach 89 percent

and media value 101 percent over the

previous year.

Visitors: 389,270


Market share: 28.6%

California continues to

be a top destination for

South Korean travelers

thanks to a booming economy,

generous vacation time and plentiful

airlift to the Golden State. One out

of every four South Koreans traveled

overseas in 2013, one of the highest

ratios of any nation. The Korean won

continued to appreciate against the

U.S. dollar, making travel to California

more affordable for Koreans.

In November 2013, Visit California’s

Korea sales mission traveled to Seoul.

The mission focused on a series of

business development and networking

opportunities that included destination

and product seminars, workshops

and media functions. Approximately

250 Korean trade and media attended

the workshop seminars and media

functions. The mission featured several

notable events, including a media

reception featuring “Santa Barbara”

actors and director David Cho and

a trade dinner that drew 150 guests

who mingled with Celebrity Tourism

Ambassador and A-List Korean

superstar Byung Hun Lee as he talked

about his Korean California dream

experiences.

A television drama and a movie

generated huge exposure for the

California brand in South Korea. “The

Heirs,” a 20-episode romantic comedy

drama, was shot in partnership with

Seoul Broadcasting System. Six of the

episodes were filmed in California,

and each episode was watched by

4.5 million viewers. “Santa Barbara,”

a Korean movie set in California’s

iconic seaside city, highlighted several

destinations along the California Central

Coast. In tandem with the movie

SOUTH KOREA

Hubertus Funke, Director of International

Tourism at the San Francisco Travel

Association, meets with a tour operator

on the Mexico Sales Mission.

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U.K.Visitors: 652,012


Market share: 17.0%

A mix of television

spots and digital

media, using the

“Dream Big” and “Kids at Play”

creative, was launched in December

2014 in the United Kingdom. The

“Dream Big” brand platform’s

soft launch events were held in

London during World Travel Market.

Visit California’s FY13/14 brand

advertising campaign in the United

Kingdom included television, out-of-

home, digital and co-op programs.

Visit California expanded its digital

media to include a new brand

partnership with The Guardian and

a blogger promotion.

Visit California again partnered

with airlines to further extend

Visit California’s brand activity.

A national media spend with British

Airways included a tagged version

of “Dreamers” highlighting California

holiday prices with a ba.com call to

action. A partnership with Air New

Zealand produced print and digital

co-op ads with an airnewzealand.

co.uk call-to-action.

Travel trade initiatives are an integral

part of marketing to the consumer

in the United Kingdom and Ireland.

Visit California continued to build

on core activities and day-to-day

outreach to maximize impact and

maintain visibility with the U.K. trade

through agent education, product

development, industry intelligence

and B2B relationships while

maintaining a strong presence in the

marketplace with co-op marketing,

trade and consumer shows.

SuperFam, now in its sixth year, saw

a growth of 35 percent over the

previous year.

Visit California’s biannual European

Sales and Media Mission in June 2014

brought 30 California delegates to

London, Dublin and Manchester. The

delegation met with hundreds of travel

agents, product managers and media

representatives

The communications strategy in the

United Kingdom supports brand and

trade activity while focusing on the

five experience pillars as they resonate

with key target markets and align with

current media trends. The culinary pillar

was elevated through a partnership

with California Chef Daniel Patterson

in conjunction with the launch of his

new book, “Coi.”

Visit California expanded its digital

media to include a new brand

partnership with The Guardian. Media

calls were conducted in London and

Dublin to engage top-tier media, while

press trips brought top media outlets

to California. A group press trip, in

partnership with Air New Zealand,

showcased California’s “understated

luxury” product.

INTERNATIONAL

release, Visit California worked with key

travel agents to develop Santa Barbara-

inclusive tour packages.

In December 2013, Visit California

teamed up with Canon, United Airlines

and 30 influential Korean bloggers

to promote the Golden State’s

iconic landscapes and lifestyle.

The $4.5 million “Enjoy! California

Dreaming” campaign leveraged the

robust marketing resources of Canon

to tell California’s story. The bloggers

captured their experiences on the new

70D camera, sharing their impressions

of Northern California in their travel

blog posts, which are read by millions

of Koreans each week. The campaign

generated a PR value of $18 million.

Three TV home shopping programs

provided great exposure to a wide

audience by featuring a range of

attractions and products in California.

On average during each 60-minute

broadcast, 1,000 potential travelers

called in, and 25 percent of the calls

became bookings. Visit California

worked with participating travel

agencies to sell California products

via their branded online shopping

mall for three months following

each episode.

Mary Moore Mason of Essentially America and

Terry Selk, Executive Director of the Yosemite/

Mariposa County Tourism Bureau, at WTM.

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THE “DREAM BIG DIVIDEND”California’s travel industry is exploring how to maintain the state’s competitiveness in an

increasingly crowded global tourism economy. By realizing the “Dream Big Dividend” plan,

California’s tourism-related businesses could more than double the impact to their bottom lines.

The “Dream Big Dividend” would fund Tier 1 direct-to-consumer programs in seven markets,

compared with today’s three markets. Programming in other markets would also scale, including

regions with significant upside such as the Middle East.

DREAM BIG DIVIDEND BUDGET

4.4 BILLION PAID IMPRESSIONS


$12.9 BILLION INCREMENTAL SPEND

FY14/15 STATIC $50M

BUDGET 2.1 BILLION

PAID IMPRESSIONS


$6 BILLION INCREMENTAL SPEND

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COMMISSIONERS

CHAIR VICE CHAIRS

Commissioners—Governor Appointed by Region

BOARD MEMBERS ARE TRAVEL AND TOURISM INDUSTRY LEADERS REPRESENTING VARIOUS REGIONS AND INDUSTRY CATEGORIES. THEY ARE ELECTED BY THEIR PEERS OR APPOINTED TO SERVE ON BEHALF OF THE GOVERNOR. COMMISSIONERS AS OF SEPT. 15, 2014*

Michael E. Rossi Senior Advisor

to the Governor

Jeff Senior Vice Chair of Marketing

Executive Vice President

and Chief Marketing

Officer, Fairmont Raffles

Hotels International

Jot Condie Vice Chair of Operations

President, California

Restaurant Association

Noreen Martin Chief Fiscal Officer

CEO, Martin Resorts, Inc.

San Francisco Bay Area Joe D’Alessandro

President & CEO, San

Francisco Travel

Association

Orange County Jim Burba

President, Burba Hotel

Network

Gold Country Lina Fat

Director of Food, Owner,

Frank Fat Inc.

North Coast Tom Klein

Owner, Rodney Strong

Wine Estates

Central Coast Cody Plott

President & COO, Pebble

Beach Company

Inland Empire Gillian Zucker

President, Auto Club

Speedway

Central Valley

Vacant

Deserts

Vacant

High Sierra

Vacant

Los Angeles County

Vacant

San Diego County

Vacant

Shasta Cascade

Vacant

* Pending industry confirmation in August 22–Sept. 15 referendum.


Commissioners—Elected by Industry

RESTAURANTS & RETAIL ATTRACTIONS AND RECREATION

TRAVEL AND

TRANSPORTATION

SERVICES

PASSENGER CAR RENTAL

James Bermingham* Executive Vice President

of Operations, Montage

Hotels and Resorts

Ian Carter* President, Global

Operations and

Development, Hilton

Worldwide

Michael Colglazier President,

The Disneyland Resort

Michael Freed Managing Partner,

Passport Resorts

Rusty Gregory Chairman & CEO,

Mammoth Mountain

Ski Area, LLC

Noreen Martin CEO, Martin Resorts, Inc.

James Kauffman

Executive Vice President,

Marriott International, Inc.

Lynn Mohrfeld President & CEO,

California Hotel &

Lodging Association

Jeff Senior* Executive Vice President

and Chief Marketing

Officer, Fairmont Raffles

Hotels International

Jot Condie President, California

Restaurant Association

Jeff King* Chairman, King’s Seafood

Company

Carl Schuster President, CEO and

Partner, Wolfgang Puck

Catering

Douglas Myers* CEO/Executive Director,

San Diego Zoo Global

Xiomara Wiley Senior Vice President

of Marketing & Sales,

Universal Studios

Hollywood

Mike Gallagher Co-Founder, CityPASS

Gary Buffo* Founder/President,

Pure Luxury

Joseph Knight* VP of Business

Development,

Fox Rent A Car

Aaron Medina* Division Vice President

South Pacific

Region Operations,

The Hertz Corporation

ACCOMMODATIONS

Jeff Hasty* VP of Sales & Marketing,

Rim Hospitality

Paula Beck* Global Account Manager,

AvisBudget Group

Will Withington* GM/Vice President,

Enterprise Holdings

Andy Wirth* President & CEO,

Squaw Valley Ski Holdings


VISIT CALIFORNIA STAFF

SENIOR STAFF AND KEY CONTACTS

EXECUTIVE TEAM

Caroline Beteta President & CEO

[email protected]

Lynn Carpenter Vice President of

Marketing

[email protected]

Karin Fish

Vice President

of External Relations

[email protected]

Matthew Sabbatini Vice President of

Operations

msabbatini@

visitcalifornia.com

Amber Luiz

Executive Manager and

Commission Liaison

[email protected]

Leona Reed Senior Director of

International Marketing

[email protected]

Traci Ward Director of Domestic

Marketing

[email protected]

Dan Mishell Director of Research

[email protected]

Ryan Becker Director of

Communications

[email protected]

Tangee Laird

Visitor Information

and Reception

[email protected]

INDUSTRY LIAISONS

Cris McLucas Tourism Assessment

Manager

[email protected]

Amy Blaschka

San Francisco Bay Area

[email protected]

Brittney Carter Southern California

[email protected]

Nichole Farley Northern California

[email protected]

Brian Tucker Los Angeles

[email protected]

Kelly Wells San Diego/Orange County

[email protected]

Brian Wright DMO & Executive Relations

[email protected]

THE STAFF MEMBERS OF VISIT CALIFORNIA ARE WORKING TOGETHER TO MEET THE NEEDS OF CALIFORNIA’S TRAVEL INDUSTRY


» Enhancingemployeerelations

» Supportinglocalcommunities

» Improvingtheeconomic

vitalityofvineyards&wineries

» Conservingwater&energy

» Maintaininghealthysoil

» Protectingair&waterquality

» Preservinghabitat&eco-systems

CALIFORNIA GREEN

Visit www.discovercaliforniawines.com/sustainable-winegrowing

Meet the people behind the practices in our new book

Visit www.discovercaliforniawines.com/downtoearth

CALIFORNIA’S VINTNERS & GROWERS ARE LEADERS IN SUSTAINABLE WINEGROWING

SHOW US HOW YOU

DREAM BIG!Take a photo in front of your poster and

share it online using #DreamBig. Every

photo enters you into a contest to win

a seat at Visit California’s 2015 Outlook

Forum in Palm Springs. Get creative and

increase your odds—show yourself in

action, or dress the part!

SHOW US HOW YOU








SHOW US HOW YOU








SHOW US HOW YOU








California’s unmatched beauty is breathtaking for any

visitor. Your copy of Year in Review includes one of four

posters of California.

Take a photo in front of your poster and share it online

with #TeamCA. Every photo will enter you in a contest

to win a seat at Visit California’s 2015 Outlook Forum

in Palm Springs. Get creative and increase your

odds—show yourself in action, or dress the part!

SHOW US HOW YOU DREAM BIG!

visit california's 2013-2014 year in review

Documents

chair of visit california

california dream

california businesses

tourism industry

visit californias leadership

california senior advisor

californias travel

tourism commission