WACVB Tech Summit 2015 Destination Marketing Lynn Carpenter Vice President of Marketing Visit California March 27, 2015 Our mission: Create desire for the California experience Retail THE TOURISM ECOSYSTEM Shopping Restaurants Attractions Visit California markets in 1 3 countries which account for 87 %of all EVERY 1% INCREASE Sources: U.S. Department of Commerce; CIC Research; Bureau of Economic Analysis; Tourism Economics in travel to California from these markets yields: international visitors to the state +127,000 new visitors +$129 million in spending +1,200 jobs Brand advertising effectiveness Economic impact $7.8 billion in incremental spending Source: Tourism Economics, Dean Runyan Associates “Dreamers come to California. Those who sometimes walk in the clouds and barely keep their feet on the ground. Dreamers come to California because it’s a fantasy world. A place that inspires dreaming. Come to California and you too can dream big.” Visit California Inspire Region Destination Plan Accommodations Book Retail / Restaurants / Rental Cars Experience DREAM365 PURPOSE Video Entice Level Content Imagery Articles Inform Level Content YOUTUBE TAKEOVER RESULTS TO DATE IMPRESSIONS: 821 million VIDEO VIEWS: 10 million SEARCH VOLUME: +21% LIKELIHOOD TO VISIT: +17% Bought Owned Earned CONTENT ROADMAP CURATED CONTENT ON TREND ORIGINAL CONTENT OPPORTUNISTIC BASED ON TRENDS & BEHAVIORS CALIFORNIA DREAM EATER A new “eatertainment” series featuring Chase Ramsey, host and Dream Eater, who proudly, passionately and hilariously eats the best things in California on behalf of foodies everywhere. CONTENT ROADMAP CURATED CONTENT ON TREND ORIGINAL CONTENT OPPORTUNISTIC BASED ON TRENDS & BEHAVIORS KEY LEARNINGS California is the land of boundless opportunity, a place where you don’t just dream, you dream big 1. 2. 3. 4. Traffic Driving Strategy Brand Alignment Authenticity Measure and Evolve Source: Aspire to be inspirational • Cheerios: 1.6 millionhttps://www.youtube.com/watch?v=6GYxH2WeZY • Friskies: 20 millionhttps://www.youtube.com/watch?v=G4Sn91t1V4g • Run Like A Girl: 56 millionhttps://www.youtube.com/watch?v=XjJQBjWYDTs Tourism Examples: • Accomodations/Choice Hotels - Vacay Gone Cray Cray: 10 million https://www.youtube.com/watch?v=M2WTRqCu_DY • Airlines/WestJet - Christmas Miracle: 40 millionhttps://www.youtube.com/watch?v=zIEIvi2MuEk