Page 1

YEAR

IN

REVIEW

J U LY

1,

2013

THROUGH

JUNE

30,

2014


PRESIDENT/CHAIRMAN MESSAGE

INVESTING IN SUCCESS FY13/14 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. Michael E. Rossi Chairman, Visit California

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

Senior Advisor to the Governor

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.

YEAR IN REVIEW

VISIT CALIFORNIA

industry.visitcalifornia.com community.visitcalifornia.com

Caroline Beteta President & CEO

STATE OF CALIFORNIA

Ryan Becker Director of Communications

Edmund G. Brown, Jr. Governor Michael E. Rossi Senior Advisor to the Governor Chairman, Visit California

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 communications@visitcalifornia.com industry.visitcalifornia.com ©2014 Visit California

2 | YEAR IN REVIEW 2013–2014


TEAM CALIFORNIA This 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. Thirdparty 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


YEAR AT A GLANCE

TAKE A LOOK

BACK

JULY 1, 2013 THROUGH JUNE 30, 2014 LOOK INSIDE

1

$

OCTOBER

MILLION

4 | YEAR IN REVIEW 2013–2014

GRANT FOR “CALIFORNIA, ALWAYS IN SEASON” CAMPAIGN

7,000

MAY

CHINESE VISIT CALIFORNIA ON MICE TOUR


Fiscal Year 13/14 was a

Inspired to Dream Big itself,

momentous year for Visit

the industry voiced its interest

California. The marketing

in examining ways to pursue

programs continued to expand

competitive funding. Visit

the brand’s global audience,

California embarked on a plan

drawing more potential visitors

to realize this dream, which

through exciting new creative

includes ongoing industry-led

concepts. The new “Dream

conversations.

Big” platform led the way to creation of an umbrella television

Over the past 12 months, one

advertisement, “Dreamers,”

thing stands out: the sky is the

which was adapted in two

limit for how big we can dream.

languages.


$

1 OCTOBER

MILLION

4 | YEAR IN REVIEW 2013–2014

MAY GRANT FOR “CALIFORNIA, ALWAYS IN SEASON” CAMPAIGN

7,000 CHINESE VISIT CALIFORNIA ON MICE TOUR

JANUARY

41 7 RECORD NUMBER OF DESTINATIONS PARTICIPATE IN CALIFORNIA RESTAURANT MONTH

OCTOBER & MAY

UNANIMOUS BOARD VOTES TO PURSUE “DREAM BIG DIVIDEND” COMPETITIVENESS INITIATIVE

500 FEBRUARY

INDUSTRY PROFESSIONALS GATHER AT OUTLOOK FORUM

24

The cover of the 2014 Official California State Visitor’s Guide features Yosemite Falls, with bonus digital content. (P. 39)

California Restaurant Month expands to a record 40 destinations, including 11 new participants. (P. 35)

Visit California attracts more than 2,300 Chinese visitors with special Lunar New Year travel packages. (P. 56, 57)

JANUARY

New California Advisory Board convenes to represent Australia and New Zealand. (P. 43)

“Dream Big” launches in Australia during Visit California’s Australia mission. (P. 52)

U.K. media launch

World premiere of “Saving Mr. Banks” highlights dreamers who shape the California experience. (P. 14)

DECEMBER

Visit California leads a delegation on the Japan and Korea sales mission that attracted 600 media and travel trade. (P. 60, 61)

Visit California launches its global “Dream Big” campaign at World Travel Market. (P. 62)

Meier’s Go West FAM brings 100 German agents to California. (P. 58)

NOVEMBER

Top-tier Australian media visit California on a Dream Big Press Trip. (P. 32)

Federal government shuts down amid budget dispute, closing national parks.

Visit California and the Buy California Marketing Agreement announce a partnership to use a $1 million grant to launch the “California, Always in Season” campaign. (P. 34)

The “Dream Big Dividend” Competitiveness Initiative vision plan is unanimously approved at the Fall Board Meeting. (P. 16)

OCTOBER

Visit California and Nickelodeon partner on Worldwide Day of Play to highlight California as the top destination for play.

California’s new umbrella TV spot, “Dreamers,” launches in the United States and Canada. (P. 29)

Visit California and a team of tourism partners travel to IFTM Top Resa. (P. 58)

California delegation attends Brand USA’s second annual India Mission. (P. 59)

Visit California’s first Public Relations Summit in Los Angeles sells out immediately. (P. 47)

SEPTEMBER

Rim Fire threatens Yosemite National Park. Visit California forms crisis response task force and leads tourism recovery effort. (P. 12)

AUGUST

“Dream Big Dividend” committee convenes its first meeting. (P. 16)

California Chrome’s bid for the Triple Crown inspires a campaign to capitalize on the horse’s sudden fame.

Visit California leads a delegation to France and the United Kingdom for the Europe Sales Mission. (P. 58, 62)

JUNE

Olympic skier and digital influencer Christof Innerhoffer travels to California.

More than 7,000 Chinese visit California on the Perfect China Mega Mice Event. (P. 56, 57)

Visit California travels the state in celebration of National Travel and Tourism Week. (P. 22)

The 2014 Road Trips Guide incorporates California-themed Spotify playlists. (P. 39)

The 9th annual AMGEN Tour beams California’s unmatched beauty to more than 200 countries. (P. 36)

Visit California’s commissioners unanimously approve an action plan to ultimately realize the “Dream Big Dividend” Competitiveness Initiative. (P. 16)

MAY

Mexico and China media launch

Visit California partners with Brazilian fashion designer Oskar Metsavaht at WTM-Latin America. (P. 53)

Visit California brings its global “Dream Big” campaign to IPW. (P. 43)

APRIL

Visit California travels to ITB Berlin. (P. 58)

An updated Co-Opportunities Guide provides a tool for industry to discover partnership opportunities. (P. 20)

“California, Always in Season” is unveiled at the 2014 Agriculture Day at the Capitol. (P. 15)

MARCH

Australia media launch

The Dream365 Project launches with a 24-hour YouTube takeover. (P. 32)

An online Community debuts, providing California’s industry a place to network and learn. (P. 16)

The Poppy Awards & Industry Recognition Gala honors outgoing commissioners and celebrates the successes of California’s tourism industry. (P. 19)

Nearly 500 industry professionals gather at Visit California’s 2014 Outlook Forum in Pasadena. (P. 18)

JULY 1, 2013 THROUGH JUNE 30, 2014 LOOK INSIDE Rural regions submit proposals for grant funding. (P. 41)

BACK FEBRUARY

TAKE A LOOK

JULY

YEAR AT A GLANCE

YOUTUBE TAKEOVER LAUNCHES THE DREAM365 PROJECT

INDUSTRY.VISITCALIFORNIA.COM


$

1 OCTOBER

MILLION

4 | YEAR IN REVIEW 2013–2014

MAY GRANT FOR “CALIFORNIA, ALWAYS IN SEASON” CAMPAIGN

7,000 CHINESE VISIT CALIFORNIA ON MICE TOUR

JANUARY

41 7 RECORD NUMBER OF DESTINATIONS PARTICIPATE IN CALIFORNIA RESTAURANT MONTH

OCTOBER & MAY

UNANIMOUS BOARD VOTES TO PURSUE “DREAM BIG DIVIDEND” COMPETITIVENESS INITIATIVE

500 FEBRUARY

INDUSTRY PROFESSIONALS GATHER AT OUTLOOK FORUM

24

The cover of the 2014 Official California State Visitor’s Guide features Yosemite Falls, with bonus digital content. (P. 39)

California Restaurant Month expands to a record 40 destinations, including 11 new participants. (P. 35)

Visit California attracts more than 2,300 Chinese visitors with special Lunar New Year travel packages. (P. 56, 57)

JANUARY

New California Advisory Board convenes to represent Australia and New Zealand. (P. 43)

“Dream Big” launches in Australia during Visit California’s Australia mission. (P. 52)

U.K. media launch

World premiere of “Saving Mr. Banks” highlights dreamers who shape the California experience. (P. 14)

DECEMBER

Visit California leads a delegation on the Japan and Korea sales mission that attracted 600 media and travel trade. (P. 60, 61)

Visit California launches its global “Dream Big” campaign at World Travel Market. (P. 62)

Meier’s Go West FAM brings 100 German agents to California. (P. 58)

NOVEMBER

Top-tier Australian media visit California on a Dream Big Press Trip. (P. 32)

Federal government shuts down amid budget dispute, closing national parks.

Visit California and the Buy California Marketing Agreement announce a partnership to use a $1 million grant to launch the “California, Always in Season” campaign. (P. 34)

The “Dream Big Dividend” Competitiveness Initiative vision plan is unanimously approved at the Fall Board Meeting. (P. 16)

OCTOBER

Visit California and Nickelodeon partner on Worldwide Day of Play to highlight California as the top destination for play.

California’s new umbrella TV spot, “Dreamers,” launches in the United States and Canada. (P. 29)

Visit California and a team of tourism partners travel to IFTM Top Resa. (P. 58)

California delegation attends Brand USA’s second annual India Mission. (P. 59)

Visit California’s first Public Relations Summit in Los Angeles sells out immediately. (P. 47)

SEPTEMBER

Rim Fire threatens Yosemite National Park. Visit California forms crisis response task force and leads tourism recovery effort. (P. 12)

AUGUST

“Dream Big Dividend” committee convenes its first meeting. (P. 16)

California Chrome’s bid for the Triple Crown inspires a campaign to capitalize on the horse’s sudden fame.

Visit California leads a delegation to France and the United Kingdom for the Europe Sales Mission. (P. 58, 62)

JUNE

Olympic skier and digital influencer Christof Innerhoffer travels to California.

More than 7,000 Chinese visit California on the Perfect China Mega Mice Event. (P. 56, 57)

Visit California travels the state in celebration of National Travel and Tourism Week. (P. 22)

The 2014 Road Trips Guide incorporates California-themed Spotify playlists. (P. 39)

The 9th annual AMGEN Tour beams California’s unmatched beauty to more than 200 countries. (P. 36)

Visit California’s commissioners unanimously approve an action plan to ultimately realize the “Dream Big Dividend” Competitiveness Initiative. (P. 16)

MAY

Mexico and China media launch

Visit California partners with Brazilian fashion designer Oskar Metsavaht at WTM-Latin America. (P. 53)

Visit California brings its global “Dream Big” campaign to IPW. (P. 43)

APRIL

Visit California travels to ITB Berlin. (P. 58)

An updated Co-Opportunities Guide provides a tool for industry to discover partnership opportunities. (P. 20)

“California, Always in Season” is unveiled at the 2014 Agriculture Day at the Capitol. (P. 15)

MARCH

Australia media launch

The Dream365 Project launches with a 24-hour YouTube takeover. (P. 32)

An online Community debuts, providing California’s industry a place to network and learn. (P. 16)

The Poppy Awards & Industry Recognition Gala honors outgoing commissioners and celebrates the successes of California’s tourism industry. (P. 19)

Nearly 500 industry professionals gather at Visit California’s 2014 Outlook Forum in Pasadena. (P. 18)

JULY 1, 2013 THROUGH JUNE 30, 2014 LOOK INSIDE Rural regions submit proposals for grant funding. (P. 41)

BACK FEBRUARY

TAKE A LOOK

JULY

YEAR AT A GLANCE

YOUTUBE TAKEOVER LAUNCHES THE DREAM365 PROJECT

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.

6 | YEAR IN REVIEW 2013–2014


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.

CORE OBJECTIVES Visit 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. Expand Statewide Marketing Platform

Deepen Consumer Engagement

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.

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

Evaluate program measurements and return on investment.

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

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.

Noreen Martin Chief Fiscal Officer, Visit California Chief Executive Officer, Martin Resorts

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.

$109.6 BILLION KEY FACTS 2013

Travel-related Consumer Spending $109.6 billion Employment 965,800

8 | YEAR IN REVIEW 2013–2014

2013 TRAVELRELATED CONSUMER SPENDING

Local Tax Revenue $2.8 billion State Tax Revenue $4.3 billion


TOURISM WORKS FOR ALL OF US

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. HIGHEST POINT IN MORE THAN A DECADE

75%

California’s travel industry continues to smash records, proving time and again the incredible economic benefits of tourism. More than 200 million 2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

State each year from every

2002

50% 2001

visitors travel to the Golden corner of the world. California’s hotels are among the biggest beneficiaries of this visitation—

CALIFORNIA ADR IN DOLLARS

78 percent of international

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.

travelers to California use paid accommodation, and international travelers stay longer than their domestic counterparts.

INCREASED NEARLY $40 IN PAST 10 YEARS

$140

Thanks in part to growing international visitation, California hotel occupancy and rates reached historic highs in 2013.

2013

2012

2011

2010

2009

2008

2007

2006

2005

2004

2003

2002

2001

$70

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. 10% OCCUPANCY AND AVERAGE ROOM RATES OUTPACED THE PACIFIC REGION AND U.S.

JUN

MAY

APR

MAR

FEB

JAN

DEC

NOV

OCT

SEP

AUG

JUL

0%

INDUSTRY.VISITCALIFORNIA.COM | 9


ECONOMIC ANALYSIS

VISITOR SPENDING BY INDUSTRY SEGMENT 2013 (IN BILLIONS)

All segments of California’s tourism industry benefit substantially from visitor spending in the state.

Accommodations

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. 10%

Food & Beverage

$29.6 $19.3 $21.4

JUN

MAY

APR

MAR

FEB

JAN

DEC

NOV

101.8

106.2

2011

2012

109.6

95.1

2010

89.2

98.2

2008

120

92.4

Attractions & Entertainment

95.8

In-state Travel*

OCT

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.

$15.3 Shopping

SEP

SPEND HISTORY

2007

$16.2

AUG

JUL

0%

*Includes in-state flights and rental cars.

2013

2009

2006

0

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. 10% Domestic

International

0%

JUNE

MAY

APR

MAR

FEB

JAN

DEC

OCT

SEP

NOV

10 | YEAR IN REVIEW 2013–2014

AUG

JUL

-2.0%


TOURISM’S REGIONAL IMPACTS

SHASTA CASCADE

$931,000,000

NORTH COAST

The economic benefits of tourism flow to all

$3,696,000,000

GOLD COUNTRY

12 of California’s tourism regions and every

$4,008,000,000

corner of the state. This map reveals direct visitor spending in each region in 2013.

HIGH SIERRA

SAN FRANCISCO BAY AREA

$2,437,000,000

$26,841,000,000

CENTRAL VALLEY

$6,186,000,000 THE DESERTS

CENTRAL COAST

$5,987,000,000

$7,104,000,000

LOS ANGELES COUNTY

$23,491,000,000

INLAND EMPIRE

$5,657,000,000 ORANGE COUNTY

$9,808,000,000 SAN DIEGO COUNTY

$13,495,000,000

INDUSTRY.VISITCALIFORNIA.COM | 11


“WHY TRAVEL MATTERS”

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.

Jot Condie Vice Chair of Operations, Visit California President, California Restaurant Association

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

RIM FIRE RESPONSE FOCUSES ON RECOVERY

12 | YEAR IN REVIEW 2013–2014

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,

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.

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


LEADING THE

WAY “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. INDUSTRY.VISITCALIFORNIA.COM | 13


“WHY TRAVEL MATTERS”

MOVIE PREMIERE ADDS STAR POWER Walt 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. 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.

14 | YEAR IN REVIEW 2013–2014

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.


ROB LOWE EDUCATES LEGISLATIVE LEADERS Visit California used some star power to supercharge its “Tourism 101” briefing in August 2013 at the Kasey Cronquist, CEO of the California Cut Flower Commission; Caroline

State Capitol. With actor and California Tourism

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

Ambassador Rob Lowe championing tourism,

Karen Ross, California Secretary of Agriculture.

freshmen Assembly members packed the briefing

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-tofork 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.

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

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.

of travel and tourism in their regions. Under California’s term limits law, these legislators will be eligible to serve until 2024.


INDUSTRY ENGAGEMENT

INDUSTRY EXPLORES “DREAM BIG DIVIDEND” COMPETITIVENESS INITIATIVE 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.

ONLINE COMMUNITY UNITES THE INDUSTRY

Official Launch Feb. 6, 2014 Members Nearly 600 Where To Find It community.visitcalifornia.com

16 | YEAR IN REVIEW 2013–2014

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.

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.VISITCALIFORNIA.COM | 17


INDUSTRY ENGAGEMENT

LEARNING AND CONNECTING AT OUTLOOK FORUM “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

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.

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 broadminded, 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

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.

INTERNATIONAL MARKET-SPECIFIC BREAKOUT SESSIONS

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.

18 | YEAR IN REVIEW 2013–2014


2014 POPPY AWARDS & INDUSTRY RECOGNITION GALA 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.

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 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)

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.

“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.”

*Winners in bold

BEST DIGITAL MEDIA INITIATIVE

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.

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.

Poppy Awards Celebrate Industry’s Successes

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

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.

Outgoing Board Members Honored Bob 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 Honored Kathy Turner, Vice President, Legislative and Government Affairs, Enterprise Holdings Rusty Gregory, Chairman & CEO, Mammoth Mountain Ski Area INDUSTRY.VISITCALIFORNIA.COM | 19


INDUSTRY ENGAGEMENT

VISIT CALIFORNIA

CO-OPPORTUNITIES GUIDE 2014-2015

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.

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

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,

TRI-VALLEY CONVENTION

President of Visit TriValley, listens to Dave

AND VISITORS BUREAU

Ackerman, Director of Marketing and Business

VISIT MAMMOTH LAKES

Development at Livermore Premium Outlets.

SONOMA COUNTY TOURISM YOSEMITE SIERRA VISITORS BUREAU DESTINATION IRVINE

20 | YEAR IN REVIEW 2013–2014

Top to bottom: Birgitt Vaughan, Public Relations


Singer-songwriter Sara Bareilles at the “Dreamers” television shoot, September 2013.

INDUSTRY.VISITCALIFORNIA.COM | 21


INDUSTRY ENGAGEMENT

SPEAKING ENGAGEMENTS Visit California was on the road throughout the ARCATA EUREKA

year, sharing the message of “Why Travel Matters” REDDING

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 speakersdesk@visitcalifornia.com.

MARYSVILLE ST. HELENA SANTA ROSA FAIRFIELD

SACRAMENTO

SOUTH LAKE TAHOE

NAPA VACAVILLE

VALLEJO SAN FRANCISCO SOUTH SAN FRANCISCO

LODI MODESTO FISH CAMP OAKHURST

SAN JOSE

MADERA SAN JUAN BAUTISTA SALINAS MONTEREY

FRESNO

SAN LUIS OBISPO SANTA MARIA NEEDLES

SOLVANG PASADENA

OUT OF STATE ENGAGEMENTS

OXNARD WEST HOLLYWOOD LOS ANGELES SANTA MONICA TORRANCE ANAHEIM LONG BEACH

CHICAGO, ILL. TACOMA, WASH. SAN DIEGO

22 | YEAR IN REVIEW 2013–2014

HIGHLAND YUCCA VALLEY PALM SPRINGS


Talk about a dream partnership.

+

MERINGCARSON.COM BR AND DEVELOPMENT CREATIVE • MEDIA GR APHIC DESIGN


MARKETING

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. Jeff Senior Vice Chair of Marketing, Visit California Executive Vice President & Chief Marketing Officer, Fairmont Raffles Hotels International

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.

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.

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.

SNOW CAMPAIGN TOUTS HOT WINTER DEALS

Six-Year ROI Reach 15 million households Ad Awareness 22 percent

24 | YEAR IN REVIEW 2013–2014

Incremental Visitor Spend $130 million ROI 123:1


CALIFORNIA

COOL 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,

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

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.

INDUSTRY.VISITCALIFORNIA.COM | 25


MARKETING | DREAM BIG

MARKETING PROGRAMS DELIVER PROVEN RESULTS 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.

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.

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%–

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.

Total Aware Target Households

2013 VISIT CALIFORNIA ADVERTISING AWARENESS AND ROI U.S.

Canada

U.K.

Australia

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 Trips

4,271,398 Economic Impact

$7,811,414,354 Tax Revenue

$535,371,188 ROI

$355 Source: Strategic Marketing & Research, Inc.

General Fund ROI

$24

26 | YEAR IN REVIEW 2013–2014


Shasta Ca

Central

North

Gold C

Inland E

High

Deser

Orange C

San Diego C

Central

San Francisc

Los Angeles C

Entertainment $203,111,294 Attractions $842,079,376

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.

Accommodations $2,798,309,182

3% 11%

Shopping $958,918,724

12%

36% Total

12%

$7,811,414,354

3% 24%

In-State Transportation $930,625,070

2013 INCREMENTAL TRIPS BY REGION

Other $227,107,682

Food & Beverage $1,851,263,026

2M

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.

Shasta Cascade

Central Valley

North Coast

Gold Country

Inland Empire

High Sierra

Desert Area

Orange County

San Diego County

Central Coast

San Francisco Bay

Los Angeles County

0

Entertainment $203,111,294 Attractions $842,079,376

A $

3% 11%

Shopping $958,918,724

12%

36%

12%

3% 24%

In-State Transportation $930,625,070

Food & Beverage $1,851,263,026

INDUSTRY.VISITCALIFORNIA.COM | 27

O $


MARKETING | DREAM BIG

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

28 | YEAR IN REVIEW 2013–2014

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.


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 countryspecific variations, was integrated into all consumerfacing assets.

3

EXPERIENCE PILLARS

2

“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. Fifteensecond 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.

1 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.

INDUSTRY.VISITCALIFORNIA.COM | 29


MARKETING | DREAM BIG

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 wellknown 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.

“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.

30 | YEAR IN REVIEW 2013–2014

Celebrity Tourism Ambassador Ms. Gao Yuanyuan, a famous Chinese actress and model, visits Disney’s Cars Land.

In-language Localizations To maximize the industry’s return on its investment in “Dreamers,” Visit California developed strategies to localize the video content for inlanguage 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.


MARKETING | REIMAGINING CONTENT

BUILDING A CONTENT ECOSYSTEM

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.

INDUSTRY.VISITCALIFORNIA.COM | 31


MARKETING | REIMAGINING CONTENT

PARTNERSHIPS TAKE CONTENT TO NEW HEIGHTS Innovative 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.

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 32 | YEAR IN REVIEW 2013–2014

Stella: 145,600 Heli-Cool: 95,712 Cali-Chicagoan: 72,686 Band of Horses: 70,261 *As of June 30, 2014


THE DREAM365 PROJECT BREAKS NEW GROUND 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

4.5

MILLION VIDEO VIEWS

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.

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.

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

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.

CAMPAIGN RESULTS Impressions 468 million (paid) 17 million (earned)

Impact 17% increase in likelihood to visit

Engagement 22,270 hours

21% increase in California travel search volume on Google


MARKETING | CALIFORNIA, ALWAYS IN SEASON

AGRICULTURE, TOURISM TEAM UP TO MARKET CALIFORNIA’S ABUNDANCE Paul Muller on location at Full Belly Farm

28.3 MILLION IMPRESSIONS 14,000 CLICKS 306,000 VIDEO PLAYS 173,000 CONTEST ENTRIES

34 | YEAR IN REVIEW 2013–2014

Chef 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.”

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

Twenty years later, Chef Tusk is still buying produce from Full Belly Farm, and it’s a relationship that’s proved mutually beneficial. “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 fields and markets to come into the restaurant and see their products shine on the plate.”

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

CALIFORNIA always in season

ces Quince sour than from more

70

s different crop at are grown Farm Full Belly

watch the accompanying video at foodandwine.com/california

E

ach 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-flavored Russian types to an unusual German white tomato, plus heirloom varieties that Thomas Jefferson grew in his own garden,” he says.

California Grown cabbage picked fresh at Full Belly Farm

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.”

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

80

purveyors, Bay Area ding inclu Farm Full Belly

PART 2: San Francisco & Capay Valley, with farmer Paul Muller of Full Belly Farm and Chef Michael Tusk of Quince

harvests Full Belly

65,000

pounds of a year asparagus

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

Q&A

w ith Chef M ic hael 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 flowers 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 first 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?

california calling

foodandwine.com/california 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.

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.

a dve r t i s e m e n t

CALIFORNIA always in season PART 1:

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

W

ant 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.

touring the santa barbara farmers' market with chef brandon hughes

watch the accompanying video at foodandwine.com/california

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

local champion

© 2014 AMERICAN EXPRESS PUBLISHING, A DIVISION OF TIME INC. AFFLUENT MEDIA GROUP. ALL RIGHTS RESERVED. PHOTOS: PETE THOMPSON

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.

a dve r t i s e m e n t

In this first installment, we tour the Santa Barbara Farmers' Market with Brandon Hughes, Executive Chef of the locavore restaurant Wine Cask.

Q&A

75%

w ith Chef Bra ndon Hughes What makes central California a destination for great food?

of fresh cut grown in theflowers come from U.S. CA

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 firsthand knowledge like that, we can pass it on to the customer and enrich their experience.

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

48%

wn of all U.S.-gro come vegetables ia from Californ

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

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

produces California than more

90%

of all domestic wine

© 2014 AMERICAN EXPRESS PUBLISHING, A DIVISION OF TIME INC. AFFLUENT MEDIA GROUP. ALL RIGHTS RESERVED. PHOTOS: PETE THOMPSON

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 consumerfacing agriculture brand, CA GROWN. The partnership pairs California’s two largest industries to shine a spotlight on California’s culinary and agritourism offerings.

Dozens of local rose varieties are sold at the market

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 farmfresh produce for that night’s meal, then heads back to the restaurant to cook up the bounty. Hughes also supports the market’s flower 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.”

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

floral notes

To source the area’s best fresh-cut flowers 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 finding the absolute best wines to compliment their flavor."

california calling

foodandwine.com/california From fresh-cut flowers to fields 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.


MARKETING | RESTAURANT MONTH

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.

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 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

INDUSTRY.VISITCALIFORNIA.COM | 35


MARKETING | PARTNERSHIPS

AIRLINE PARTNERSHIPS EXTEND CALIFORNIA’S REACH 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.

All airlines reported increased bookings during the campaign period vs. the same period last year.

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.

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. Cyclists fly past spectators during the ninth annual AMGEN Tour.

36 | YEAR IN REVIEW 2013–2014

IMPRESSIONS: 4.26 BILLION SPECTATORS: 2 MILLION BROADCAST: 200 COUNTRIES


MARKETING | PARTNERSHIPS

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:

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.

INDUSTRY.VISITCALIFORNIA.COM | 37


MARKETING | OWNED CHANNELS

OWNED CHANNELS 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. 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

Montana 203,931

0.40%

1,529,422

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

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 standalone 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

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

INSTAGRAM FOLLOWERS: 42,881

MOBILE VISITS

TWITTER FOLLOWERS: 45,796

2.4 MILLION 56% YEAR OVER YEAR INCREASE

38 | YEAR IN REVIEW 2013–2014


MARKETING | OWNED CHANNELS

VISITOR’S GUIDE INSPIRES CALIFORNIA TRAVELERS The 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.

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

DISTRIBUTION 500,000 PRINT DIGITAL NXTBOOK ON VISITCALIFORNIA.COM IPAD VERSION IN APP STORE

ROAD TRIPS DELIVERS EASY GETAWAYS With 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 INDUSTRY.VISITCALIFORNIA.COM | 39


CALIFORNIA WELCOME CENTERS MOTIVATE ADVENTURES

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.

YREKA SHASTA CASCADE

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.

ARCATA NORTH COAST ANDERSON SHASTA CASCADE

TRUCKEE HIGH SIERRA AUBURN GOLD COUNTRY SANTA ROSA SAN FRANCISCO BAY AREA

EL DORADO HILLS GOLD COUNTRY SAN FRANCISCO SAN FRANCISCO BAY AREA

SAN MATEO SAN FRANCISCO BAY AREA

MAMMOTH LAKES HIGH SIERRA

MERCED CENTRAL VALLEY SALINAS CENTRAL COAST

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. 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

PISMO BEACH CENTRAL COAST BARSTOW DESERTS

OXNARD CENTRAL COAST BUENA PARK ORANGE COUNTY

YUCCA VALLEY DESERTS

OCEANSIDE SAN DIEGO COUNTY

ALPINE SAN DIEGO COUNTY 40 | YEAR IN REVIEW 2013–2014


RURAL FAMS HIGHLIGHT OFF-THE-BEATEN-PATH DESTINATIONS

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.

INDUSTRY.VISITCALIFORNIA.COM | 41


TRAVEL TRADE

TRAVEL TRADE FORGES GLOBAL ALLIANCES

250 1,500 FAMS

TRADE AND MEDIA REACHED

Harvey’s Legends Australia SuperFAM with 60 agents in October 2013

42 | YEAR IN REVIEW 2013–2014

Meier’s Germany MegaFAM with 100 agents in October 2013

“California Expert” Online Training Program

TUI Germany MegaFAM with 120 agents in April 2014

Completed agents in 2013: 1,417 There are now 6,894 agents worldwide who have completed the program.


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

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

TRADE SHOWS 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 Roger Dow, Chairman of the U.S. Travel Association, with representatives conducted Visit California’s IPW team. 368 appointments during the show—a 3 percent increase over last year. Visit California was also wellpositioned at the media marketplace, with nearly 80 media stopping by for the latest story ideas. Journalists raved about Visit California’s standingroom-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.

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

INDUSTRY.VISITCALIFORNIA.COM | 43


PUBLIC RELATIONS & COMMUNICATIONS

$

400 MILLION IN EARNED MEDIA EXPOSURE

417

$

PAID AD $ VALUE IN MILLIONS

MILLION

44 | YEAR IN REVIEW 2013–2014


PUBLIC RELATIONS AMPLIFIES BRAND MESSAGE Visit 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.

8

BILLION AUDIENCE REACH

11,074 EDITORIAL PLACEMENTS

INDUSTRY.VISITCALIFORNIA.COM | 45


PUBLIC RELATIONS & COMMUNICATIONS

PRESS TRIPS Visit 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

Journalists on the Global Entertainment Press Trip experience a popular escape.

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

Market

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

Total # Placements

Total Audience Reached/Circulation

Total Ad Value $US

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

2,304

437,685,569

$34,653,112.00

360

295,246,531

$666,236.35

Australia

Germany India 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 TOTALS 46 | YEAR IN REVIEW 2013–2014

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.

242

120,436,056

$7,630,482.91

11,074

8,097,100,737

$416,989,401.87


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.

INAUGURAL CALIFORNIA PR SUMMIT

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.

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) 41 DELEGATES, 87 MEDIA SAN FRANCISCO (APRIL) 46 DELEGATES, 77 MEDIA TORONTO (JUNE) 20 DELEGATES, 52 MEDIA

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

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.

INDUSTRY.VISITCALIFORNIA.COM | 47


INTERNATIONAL

GLOBAL TRAVEL FUELS CALIFORNIA ECONOMY

International visitors are vitally

This is encouraging news for

important to California’s

California’s tourism businesses:

economy. They are the state’s

78 percent of all international

most valuable travelers, staying

visitors to California stay in paid

longer and spending more than

accommodations, and 42 percent

their domestic counterparts. In

rent cars.

2013, 15.3 million international visitors traveled to California,

“Emerging” markets in Asia

spending $21.8 billion.

and South America are rapidly becoming primary sources of

Thanks to a growing global

travel revenue for California.

middle class, the world’s

Airlines are responding by

population now takes more

increasing airlift into California,

than 1 billion international trips

providing more opportunity

every year. That, combined with

for California to capture market

the relative value of the U.S.

share. In 2014, international

dollar, suggests that growth

visitation to California is

in international visitation will

forecasted to increase

outpace domestic travel for

4.9 percent, and spending is

years to come.

expected to increase 8.1 percent.

4.9% FORECASTED INCREASE IN INTERNATIONAL VISITATION IN 2014

48 | YEAR IN REVIEW 2013–2014


15.3 MILLION INTERNATIONAL VISITS

$ 21.8 BILLION

INTERNATIONAL SPENDING

INDUSTRY.VISITCALIFORNIA.COM | 49


INTERNATIONAL

GLOBAL REACH SCANDINAVIA 11 YEARS

JAPAN 14 YEARS

$80,000 UNITED STATES 16 YEARS

GERMANY 10 YEARS

$30,000,000 CANADA 5 YEARS

$1,900,000

$680,000

$670,000 U.K./IRELAND 14 YEARS

$4,200,000

SOUTH KOREA 6 YEARS

$535,000

ITALY 6 YEARS

$80,000

$4.2M

$2M

$6M INDIA 5 YEARS

MEXICO 7 YEARS

FRANCE 5 YEARS

$2,000,000

$200,000

$325,000 CHINA 4 YEARS

$6,000,000

BRAZIL 5 YEARS

$315,000

50 | YEAR IN REVIEW 2013–2014

AUSTRALIA 10 YEARS

$2,850,000


“EMERGING” MARKETS IN ASIA AND SOUTH AMERICA ARE RAPIDLY BECOMING IMPORTANT SOURCES OF TRAVEL REVENUE FOR CALIFORNIA

2013 INTERNATIONAL VISITATION & SPENDING 2013 INTERNATIONAL VISITATION & SPENDING

Market Visitation Spending $2.2 billion

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

157,184

$312 million

Italy

0

$0

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.

Joe D’Alessandro Commissioner, Visit California President & CEO, San Francisco Travel Association

ITALY

$512 million $703 million

BRAZIL

514,767 421,222

INDIA

Mexico Air Germany

SCANDINAVIA

$1.1 billion

FRANCE

535,577

S. KOREA

Japan

SPENDING

GERMANY

$990 million

MEXICO AIR

553,036

AUSTRALIA

Australia

VISITATION

JAPAN

$867 million

U.K.

$1.9 billion

652,012

CHINA

819,234

U.K.

MILLIONS

China

CANADA

1,567,358

$5,000

THOUSANDS

Canada

2,000

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.

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

INDUSTRY.VISITCALIFORNIA.COM | 51


INTERNATIONAL

AUSTRALIA brazil

Visitors: 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.

The “Dream Big” platform launch included a media visit to the iconic Sydney Opera House.

52 | YEAR IN REVIEW 2013–2014

The Australia California Advisory Board meets in Sydney.

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.


BRAZIL Visitors: 206,425 Spending: $435 million Market share: 10.0% brazil

We’re more in love than ever!

The Bachelor’s Tim & anna

7 months on

T

Proving their connection is more than just a reality-show construct, Tim

Robards and Anna Heinrich take their romance on the road Womanʼs Day, National 05 May 2014 anned 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

at tennis at the Ritz Carlton in Half also become paparazzi favourites and Moon Bay—he had a bit of a cry,” says red-carpet regulars: “The events are Heinrich. “I definitely think going away great to attend, and lots of fun,” says brings you closer, because you’re put Heinrich. “But we love sitting at home in different circumstances. You’re conjust as much. For us, it’s all about stantly learning things about each other. being together.” Now we know we travel well together They stayed away from the limelight —and we also know I can on their California road trip, beat him at tennis.” which took in San Francisco, Back home in Sydney’s Half Moon Bay and Santa eastern suburbs, life has Monica from an electric-blue again settled into a happy convertible Ford Mustang. routine, peppered with an Highlights included hiking at array of surprise dates—an Big Sur, kayaking and wine essential element of any tasting in Santa Barbara, —Anna Heinrich successful relationship, says and nightly dinners at luxe Robards: “I think it’s key to keep the spark restaurants. “You couldn’t tell we were alive and try to create excitement every tourists at all,” Robards says with a wry now and then.” Having grown accustomed smile, adding the drive over San Francisco’s to his picnics and Bachelor-style outings, Golden Gate Bridge was “amazing.” Heinrich isn’t complaining. “Every couple The trip also consolidated the developof weeks he’ll surprise me with ing bond between the pair. “The closest something nice and new,” she says. we came to a fight was when I beat Tim

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insets: courtesy oF anna and tim (2)

“I definitely General News, page 95 - 255.00 cm² think going away335,112 brings Magazines Lifestyle - circulation (M------) you closer”

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.”

“Every place we went

to seemed romantic,” says Heinrich (at Santa Monica on April 24).

Taking in the ocean views from the Post Ranch Inn, Big Sur, on April 21. “Cali put on the best show for us,” says Heinrich (with Robards at the Pacific Wheel at the Santa Monica pier on April 24).

40 l Who

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

Photographed for WHo by briAn Higbee

TIM ROBARDS & ANNA HEINRICH Suitcases packed, smiles fixed… and they’re off!

IT’S A SIGN!

Tim & Anna say g’day USA! 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.

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ROMANCING THE STONE?

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A visit to California from Australia’s “The Bachelor” couple garnered significant coverage.

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.

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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 highlevel 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.

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. Fashion designer Oskar Metsavaht’s “In California” photo exhibition premiered at WTM-Latin America. INDUSTRY.VISITCALIFORNIA.COM | 53


INTERNATIONAL

CANADA Visitors: 1.6 million Spending: $2.2 billion Market share: 6.7% With its close proximity to California, Canada remained the secondlargest 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.

54 | YEAR IN REVIEW 2013–2014

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

To preview California Restaurant Month, in December 2013 Visit California brought a taste of the state’s culinary offerings to Toronto. Los Angelesbased 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.


Visit California and Sunset – the perfect pairing

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 multichannel distribution models designed to target specific markets to best fulfill campaign goals and branding initiatives.

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 smithr@sunset.com, 650/324-5528 Melinda Sheehan, Advertising Director sheehanm@sunset.com, 650/324-5631


INTERNATIONAL

CHINA brazil

Visitors: 819,234 Spending: $1.9 billion 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

additional key opinion leaders to grow followers and fuel engagement.

A FAM trip visits Universal Studios.

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

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.

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. 56 | YEAR IN REVIEW 2013–2014


INDUSTRY.VISITCALIFORNIA.COM | 57


INTERNATIONAL

FRANCE

GERMANY

Visitors: 388,271 Spending: $673 million Market share: 25.8%

Visitors: 421,222 Spending: $703 million Market share: 22% brazil

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.

58 | YEAR IN REVIEW 2013–2014

Top Resa is France’s key trade show.

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.

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.”


ITALY

INDIA brazil

Visitors: 239,738 Spending: $446 million Market share: 27.9%

Visitors: 157,184 Spending: $312 million Market share: 18.7%

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.

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

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. INDUSTRY.VISITCALIFORNIA.COM | 59


INTERNATIONAL

JAPAN

MEXICO brazil

Visitors: 535,577 Spending: $1.1 billion Market share: 14.4%

Visitors: 514,767 (air) Spending: $512 million Market share: 23.2%

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.

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 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.

60 | YEAR IN REVIEW 2013–2014

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.

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.

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.


SCANDINAVIA

SOUTH KOREA

Visitors: 241,139 Spending: $444 million Market share: 20.8%

Visitors: 389,270 Spending: $909 million Market share: 28.6%

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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 costeffective 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.

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.

Hubertus Funke, Director of International

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

Tourism at the San Francisco Travel Association, meets with a tour operator on the Mexico Sales Mission. INDUSTRY.VISITCALIFORNIA.COM | 61


INTERNATIONAL

U.K. Visitors: 652,012 Spending: $867 million Market share: 17.0% brazil

release, Visit California worked with key travel agents to develop Santa Barbarainclusive 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.

62 | YEAR IN REVIEW 2013–2014

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-ofhome, 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.

Mary Moore Mason of Essentially America and Terry Selk, Executive Director of the Yosemite/ Mariposa County Tourism Bureau, at WTM.


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.

TRAVEL TRADE

PUBLIC RELATIONS

EARNED

PUBLICATIONS

WEBSITE

EMAIL

SOCIAL MEDIA

OWNED

SEM

OUT-OF-HOME

TELEVISION

DIGITAL MEDIA

PAID

FY14/15 STATIC $50M BUDGET

DREAM BIG DIVIDEND BUDGET

2.1 BILLION PAID IMPRESSIONS

4.4 BILLION PAID IMPRESSIONS

4.8 MILLION INCREMENTAL TRIPS

9.9 MILLION INCREMENTAL TRIPS

$6 BILLION INCREMENTAL SPEND

$12.9 BILLION INCREMENTAL SPEND

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COMMISSIONERS

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

CHAIR

VICE CHAIRS

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.

Commissioners—Governor Appointed by Region

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

64 | YEAR IN REVIEW 2013–2014


Commissioners—Elected by Industry ACCOMMODATIONS

Jeff Hasty* VP of Sales & Marketing, Rim Hospitality

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

James Kauffman Executive Vice President, Marriott International, Inc.

Noreen Martin CEO, Martin Resorts, Inc.

Lynn Mohrfeld President & CEO, California Hotel & Lodging Association

Jeff Senior* Executive Vice President and Chief Marketing Officer, Fairmont Raffles Hotels International

Andy Wirth* President & CEO, Squaw Valley Ski Holdings

TRAVEL AND TRANSPORTATION RESTAURANTS & RETAIL

Jot Condie President, California Restaurant Association

Jeff King* Chairman, King’s Seafood Company

ATTRACTIONS AND RECREATION

SERVICES

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

Joseph Knight* VP of Business Development, Fox Rent A Car

Aaron Medina* Division Vice President South Pacific Region Operations, The Hertz Corporation

Will Withington* GM/Vice President, Enterprise Holdings

PASSENGER CAR RENTAL

Paula Beck* Global Account Manager, AvisBudget Group

Gary Buffo* Founder/President, Pure Luxury

INDUSTRY.VISITCALIFORNIA.COM | 65


VISIT CALIFORNIA STAFF

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

Caroline Beteta President & CEO caroline@visitcalifornia.com

Lynn Carpenter Vice President of Marketing lynn@visitcalifornia.com

Karin Fish Vice President of External Relations kfish@visitcalifornia.com

Matthew Sabbatini Vice President of Operations msabbatini@ visitcalifornia.com

Dan Mishell Director of Research dmishell@visitcalifornia.com

Traci Ward Director of Domestic Marketing tward@visitcalifornia.com

Cris McLucas Tourism Assessment Manager cmclucas@tourism.ca.gov

Nichole Farley Northern California nfarley@visitcalifornia.com

Brian Tucker Los Angeles btucker@visitcalifornia.com

Kelly Wells San Diego/Orange County kwells@visitcalifornia.com

SENIOR STAFF AND KEY CONTACTS

Leona Reed Senior Director of International Marketing lreed@visitcalifornia.com

Ryan Becker Director of Communications rbecker@visitcalifornia.com

Tangee Laird Visitor Information and Reception tlaird@visitcalifornia.com

Amber Luiz Executive Manager and Commission Liaison aluiz@visitcalifornia.com

INDUSTRY LIAISONS

Amy Blaschka San Francisco Bay Area ablaschka@visitcalifornia.com

66 | YEAR IN REVIEW 2013–2014

Brittney Carter Southern California bcarter@visitcalifornia.com

Brian Wright DMO & Executive Relations bwright@visitcalifornia.com


CALIFORNIA GREEN CALIFORNIA’S VINTNERS & GROWERS ARE LEADERS IN SUSTAINABLE WINEGROWING » Conserving water & energy

» Enhancing employee relations

» Maintaining healthy soil

» Supporting local communities

» Protecting air & water quality

» Improving the economic

» Preserving habitat & eco-systems

vitality of vineyards & wineries

Visit www.discovercaliforniawines.com/sustainable-winegrowing

Meet the people behind the practices in our new book Visit www.discovercaliforniawines.com/downtoearth


SHOW US HOW YOU DREAM BIG! California’s unmatched beauty is breathtaking for any visitor. Your copy of Year in Review includes one of four posters of California.

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 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 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 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!

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!

Visit California's 2013-2014 Year in Review  

Visit California's annual report to the California tourism industry.

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