USA campaign in uk

United States Department of CommerceOffice of Travel and Tourism IndustriesUnited Kingdom Pilot Promotion Program: 

United States Department of Commerce Office of Travel and Tourism Industries United Kingdom Pilot Promotion Program Illinois Governor’s Conference Cathleen Johnson & Julie Heizer March 29, 2005

What’s the “Back Story?”International Statistics: 

What’s the “Back Story?” International Statistics

INTERNATIONAL ARRIVALS TO THE UNITED STATES: 

INTERNATIONAL ARRIVALS TO THE UNITED STATES 1998r – 2003r Arrivals in Thousands Source: U.S. Department of Commerce, ITA, Office of Travel and Tourism Industries; Secretaria de Turismo & Banco de Mexico for Mexico; & Statistics Canada, Mexico figures may be revised again pending a Banco review Note: All arrivals are for one or more nights Overseas includes all countries except Canada and Mexico r = revised Mexico figures received from Banco de Mexico in 2004 41,213 46,369 48,504 51,219 46,907 43,525

USA MARKET SHARE OF WORLD ARRIVALS & RECEIPTS: 

USA MARKET SHARE OF WORLD ARRIVALS & RECEIPTS New 1993r – 2003r Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; World Tourism Organization r = revised using the September 2004 WTO figures and December 2004 OTTI figures Percent

PERCENTAGE CHANGE IN ARRIVALS FOR TOP INTERNATIONAL MARKETS TO THE U.S. : 

PERCENTAGE CHANGE IN ARRIVALS FOR TOP INTERNATIONAL MARKETS TO THE U.S. Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries * - Mexico & Total International monthly arrivals data are not comparable to all other markets, as Mexico arrivals are under reported monthly. Overseas excludes Canada and Mexico. 2004 / 2003

PERCENTAGE CHANGE IN ARRIVALS FOR TOP OVERSEAS MARKETS FOR 2003 – 2005(rp): 

PERCENTAGE CHANGE IN ARRIVALS FOR TOP OVERSEAS MARKETS FOR 2003 – 2005(rp) Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries (OTTI) rp = revised projections based on estimates developed by OTTI

INTERNATIONAL ARRIVALS TO THE UNITED STATES AND PROJECTIONS: 

INTERNATIONAL ARRIVALS TO THE UNITED STATES AND PROJECTIONS 1997-2003r actual & 2004 - 2007(p) Arrivals in Millions Source: U.S. Department of Commerce, ITA, Office of Travel & Tourism Industries; Banco de Mexico; Statistics Canada p = projection; Originally issued April 2004 and revised in October 2004 based upon OTTI estimates r = revised figures due to changes in Mexico arrivals 45.0 47.4 50.0 52.2

United States Department of CommerceOffice of Travel and Tourism IndustriesUnited Kingdom Pilot Promotion Program: 

United States Department of Commerce Office of Travel and Tourism Industries United Kingdom Pilot Promotion Program The Current Story

A Quick Review : 

A Quick Review Campaign Objectives Improve perception of U.S. as desirable travel destination Increase visitation and future intent to visit Create a campaign model for future markets Consumer Strategies Compelling advertising and promotions to stimulate reconsideration of US as destination PR to build anticipation, maximize and extend impact of the campaign Industry Strategies Develop an umbrella platform for industry efforts, and a coop program that offers participation opportunity at all levels

A Well-Received Plan: 

A Well-Received Plan Overwhelming enthusiasm and support for a national campaign Excitement about the creative platform from the destinations Unanimous support from film studios and MPAA for campaign Solid support from U.S. and UK associations – particularly TIA and Visit USA-UK

Key Partnerships: 

Key Partnerships Our Web Content Partner: TIA - Donated URL: SeeAmerica.org.uk - Primary call-to-action for campaign TIA database repurposed through search engine TIA tie in with SeeAmerica’s Treasures

Key Partnerships: 

Key Partnerships Our Fulfillment Partner: Visit USA-UK Travelplanner is print fulfillment “0845” number on advertising Travelplanner cover designed to promote the campaign 8 pages of advertising donated to coop program

Travelplanner: 

Travelplanner

Why Begin in the UK?: 

Why Begin in the UK? The UK is a relatively mature market for U.S. travel: Strong familiarity and interest The challenges – maintaining high awareness and motivating repeat travel Competitors have more trouble closing the sale USA has opportunity to pre-empt competitors through strong call-to-action

How Brits View the U.S.: 

How Brits View the U.S. The USA has a superlative image in most areas that are important motivators And it delivers more than expected The recommended strategy: Communicate excitement through variety Demonstrate broad appeal Include more than just the coasts To address scenery weakness To encourage repeat visitors

The USA as Holiday Destination: 

The USA as Holiday Destination Already seen as a place with lots of choice But choice within certain defined parameters, focused more on cities and theme parks Familiar to the UK traveler, especially via TV and films Thus less obviously long-haul because of sense of familiarity

The Creative Strategy: 

The Creative Strategy Capitalize on the strong affinity that the British already have for American popular culture and reawaken a desire to experience the excitement of the destination for themselves

Overall Appeal of Creative Concept: 

Overall Appeal of Creative Concept Research supports the power of using movies as creative theme: It makes the USA unique and distinctive A distinctive and ownable creative concept Provides a framework to build the excitement and involvement Taps into familiarity and reinforces the accessibility and diversity of the USA

‘Titles’ Execution Proved To Be Highly Effective: 

‘Titles’ Execution Proved To Be Highly Effective Broad appeal Movies are a uniquely American property, and are integral to the appeal of this route Most informative in promoting the rich diversity The ‘Titles’ device allows us to cover immense variety, yet provides an underlying theme to link it all together The different movie styles add to the range and depth of options

“You’ve Seen The Film, Now Visit The Set”: 

“You’ve Seen The Film, Now Visit The Set” Clever encapsulation of the idea Memorable and distinctive Uniquely links campaign to America as the home of movies Welcoming words and tone of voice Reminds the audience how friendly the States can be

Call To Action: 

Call To Action Opens up the different possibilities of what to do in the States Encourages further research on the part of the holidaymaker The URL proved memorable Call to action very powerful: “This is the one that would get me out of my chair and to the internet to check it out…….”

Call to Action: 

Call to Action SeeAmerica.org.uk 0845 45678 48

Posters: 

Posters

The Cooperative Program: 

The Cooperative Program

Co-operative Program Objectives: 

Co-operative Program Objectives Create opportunities for partners to leverage the DOC’s spend in UK market Provide cost-effective opportunities to participate in the campaign for a wide spectrum of partners Enhance and provide lift to existing programs

Co-op Program Structure: 

Co-op Program Structure Opportunities included: - Coop TV Advertising - Web site exposure - Travelplanner exposure - Online direct email

Selling the Program : 

Selling the Program VAA and DOC vetted the program with members of the Board and other potential partners to ensure viability Announcement of the program to over 5,000 contacts through TINews, DOC lists, associations and media Custom sales website developed Follow up calls and consultation with over 300 prospects

Co-op Results: 

Co-op Results 80 participants Over $2 million in Contributions

Promotional WebSite & InternetMarketing/Media Partner: 

MicroSite Online Brand Call to Action Fulfillment Promotional WebSite & Internet Marketing/Media Partner

Slide43: 

Iconic America Landing Page with Iconic Sponsor Placement

Online Marketing Strategies: 

Online Marketing Strategies Internet Brand Awareness Behavioral marketing Web site Traffic Generation Online Media Exposure Direct Response (600K UK consumers) Search Engine Ranking and Key Word Media

The Public Relations Program: 

The Public Relations Program

A Reminder of our Framework: 

A Reminder of our Framework Five vertical themes that reflect the appeal and diversity of the U.S. Outdoor Family City/Urban Shopping Iconic America Initiatives that can work alone or tie directly back into our creative theme

Covering All the Bases: 

Covering All the Bases Ongoing consumer and trade PR outreach News Bureau/press office function Seasonal and trend driven initiatives Campaign launch (ad amplification and consumer media event) Consumer Promotions Media and retail partnerships Trade Shows/Industry Events - See America - WTM - ABTA Crisis Communications

Syndicated Radio Release: 

Syndicated Radio Release Three radio packages in tandem with national releases distributed to national and regional radio stations; aired in October/November, February and March Radio stations offered spokespersons to communicate message or use within existing program Spokespersons delivered key tourism messages: - First release: Shopping – Karen MacDonald, Taubman Centers - Second release: Movies and Music - Third release: Movies and Food – Erik Wolfe, International Culinary Tourism Association

Consumer Media Launch: 

Consumer Media Launch Reception for target media and travel trade at BAFTA mid-December with Holiday theme Screening of the ad campaign prior to the new Disney release – ‘National Treasure’ Over 100 attendees: trade and consumer media, tourism industry partners and Premier Partners

GMTV PromotionReached 7 Million Daily Viewers: 

GMTV Promotion Reached 7 Million Daily Viewers 3 x day on-air promotion in the week leading up to the Academy Awards (2/21/05) on ITV’s premier breakfast show On-air personality visited 5 U.S. destinations (Miami, Los Angeles, Las Vegas, New York and North Carolina) for pre-recorded broadcasts Presenters gave clues to viewers to win trips to destination and £10,000 prize Viewers phoned in on a premium rate number SeeAmerica.org.uk posted on GMTV’s Web site for week of promotion

Retail Partnership – First Choice: 

Retail Partnership – First Choice First Choice in-store promotion during March 24-hour only special offers (e.g. 15% on all U.S. vacations purchased) Capitalizes on existing U.S. icons in-store First Choice “hypermarkets” delivering the All American experience – plus a fun family day out Local press outreach to increase foot traffic

What’s Next?Year Two Program: 

What’s Next? Year Two Program

2005 - 2006: 

2005 - 2006 $10 million appropriated by Congress The Tourism Promotion Advisory Board - Year Two in the UK - Research 2nd market – Canada or Japan Currently conducting qualitative research study to inform DOC Decision early May for July 1 budgeting