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California Travel & Tourism Commission Exploratory Strategy Research: 

California Travel & Tourism Commission Exploratory Strategy Research August – September 2007 arranged by Market Condition GmbH

Research Goals: 

Research Goals Verification of the current images of the brand California as well as the positioning Motivation for visiting California Future visitors’ level of knowledge regarding California Booking habits for overseas travels Evaluation of “California” spot Determining suitability of celebrities as advertisers

Research Structure: 

Research Structure Qualitative Part Conduction of 4 focus groups in Hamburg and Frankfurt. Participants: Pre-recruited visitors of California and people who plan/consider a visit August 2007 Quantitative Part Conduction of 400 interviews in Hamburg and Frankfurt. Participants: Pre-recruited visitors of California and people who plan/consider a visit September 2007

Quantitative Part - Structure: 

Quantitative Part - Structure For the quantitative part suitable participants are pre-recruited. Two 2-hours focus groups are held in Frankfurt and Hamburg. In each city one group consists of people who have already visited California, and one group of people who plan/consider to visit California. The participants are women and men between 23 and 67 years old.

California Visitors: 

California Visitors The group consists of the following: 50% of the participants visited California 2-3 times within the past 10 years 50% of the participants visited California 1 time within the past 10 years

California Intender : 

California Intender 25% of the participants plan a trip to California within the next 3-9 months, and have already informed themselves of 25% of the participants plan a trip within the next 9-18 months, and have not informed themselves of, yet. 50% of the participants have an affinity to overseas travels and would not exclude California

Focus Groups - Methodologies: 

Focus Groups - Methodologies Within the frame of the qualitative part several projective procedures are used prior to and during the focus groups, in order to allow an access to the participants’ emotions and associations in regard of “California”.

Focus Groups - Methodologies: 

Focus Groups - Methodologies Projective procedure prior to the focus group in form of a “homework in advance” Creating a postcard the participant sends from California Creating a profile of “California as a person”, with all characteristics and features the participant associates with “California”.

Focus Groups - Methodologies: 

Focus Groups - Methodologies Projective procedure during the focus group Creating a collage with the title “California”, by means of pictures in magazines Creating a self-drawn picture with the title “what best represents California”.

Focus Groups- Results: 

Focus Groups- Results Current Environment the Participants live in

Current Domicile - Advantages: 

Current Domicile - Advantages Most of the statements are in regard of the location of the domicile. The most mentioned aspects are: - quiet location - green field location - park nearby - surrounded by woods and meadows

Current Domicile - Advantages: 

Current Domicile - Advantages Also important aspects are the travel connections. The most mentioned aspects are: - good travel connections - good autobahn connection - quickly at the airport - close to a large city

Current Domicile - Advantages: 

Current Domicile - Advantages The following points do also have a positive influence on the domicile - central location - good infrastructure - parking lots in front of the house - nice neighbors - good possibility to go out at nights - a historic environment, it stands for a high quality of life

Current Domicile - Disadvantages: 

Current Domicile - Disadvantages The statements regarding the disadvantages of the current domicile vary between Frankfurt and Hamburg. In both cities mentioned are too loud neighbors and missing public travel connections The missing infrastructure plays in Frankfurt a role Often mentioned in Hamburg are the high crime rate, the continuous construction sites, too much traffic, the high noise level, especially on the weekends, and too many tourists

Focus Groups- Results: 

Focus Groups- Results The ideal international vacation

The ideal international vacation: 

The ideal international vacation The ideal international vacation consists of various categories. Those are: - relaxation - experience - nature - sport - culture - diversion

The ideal international vacation - Relaxation: 

The ideal international vacation - Relaxation Relaxed daily routine Relaxation To drift Mixture of absolute relaxation and round trip Long trip length Nice weather No planning

The ideal international vacation - Experience: 

The ideal international vacation - Experience To go to the city at night for partying Absolute luxury Exciting evening The vacation must be adapted to the country and surrounding area To see as much as possible of the surrounding area To see as much as possible To have fun To experience it all

The ideal international vacation - Nature: 

The ideal international vacation - Nature Main component is water To be at the ocean, coast over day National parks Good mixture between city and countryside Diversified Discoverer vacation Things you cannot see in Europe, deserts, geyser

The ideal international vacation - Sport: 

The ideal international vacation - Sport Sport activities in general Beach Surfing

The ideal international vacation - Culture: 

The ideal international vacation - Culture Too see historical buildings To get to know other cultures To experience art To get to know people from that country To get to know regional food To get to know the people and the land To learn about the past and the development of a city

The ideal international vacation - Diversion: 

The ideal international vacation - Diversion To satisfy curiosity To get to know new people Diversity Balanced Shopping Sightseeing Sports activity Combination of multiple city travel and holiday on the beach To experience the combination of all

Focus Groups- Results : 

Focus Groups- Results Competitors of California

Competitors of California: 

Competitors of California As spontaneous competitors of California are mentioned: Brazil, Fiji, Florida, Canada, Mexico, New Zealand, Spain, South Africa, Thailand, Asia, Australia, Bahamas, Ireland, Japan, Nigeria, Polynesia, South France, Texas, West Africa, Dominican Republic, Boston, British Columbia, North-east of the USA, Portugal and the Rocky Mountains

Competitors of California: 

Competitors of California The focus groups see the following as the “strongest” competitors of California: Brazil, Thailand, South Africa, Australia, New Zealand and Canada. The groups mentions the strengths and weaknesses of those competitors.

Competitor Brazil : 

Competitor Brazil Strengths Carnival Beautiful women Cult on the beach Cities Nature in the countryside Diverse people Very modern buildings Positive mentality Little time lag Polite people Weaknesses Poverty Crime Mosquito in the River Amazon area

Competitor Thailand: 

Competitor Thailand Strengths Very good service Very good price-performance-ratio The swimming is in the foreground Culture, diverse belief Beautiful land Charming beaches Very good cuisine Very cheap Weaknesses Preteen prostitution Large insects and spiders Snakes You get to know more tourists than indigenous people Prostitution High crime rate

Competitor South Africa: 

Competitor South Africa Strengths Beautiful beaches, high mountains Very beautiful weather, climate No time lag Exotic food Exotic, fantastic animals Interesting cultures Safari, wild animals, Krueger National Park Good wine, red wines Diving with the sharks Table mountain Weaknesses Only seasonal vacations possible, winter or summer Very high crime rate Impacts of the apartheid You can’t stay everywhere you want, bad hygienic conditions Malaria, vaccination required Rainy season As a white man you have to protect yourself Tsetse fly Disastrous social situation

Competitor Australia: 

Competitor Australia Strengths Totally different culture Many German Immigrants live there You can discover the island with a rucksack Unique animal world Small continent, in which you can find everything Individualistic inhabitants Weaknesses Large time lag Very long flight Very expensive flight Large distance Far too hot Ozone hole Suppression of aboriginal inhabitants Large areas only with steppe Poisonous snakes, spiders

Competitor New Zealand: 

Competitor New Zealand Strengths Very individual Very tolerant people Relaxed inhabitants Unimportant how rich you are, brands are unimportant, too Diverse nature Very short ways from mountain to coast Affordable hotels Weaknesses Long travel Flights are expensive At the end of the world Disgusting food English cuisine dominates Twerp inhabitants Jailbirds, not an enlightened people

Competitor Canada: 

Competitor Canada Strengths Lots of nature and wildlife Solitude Woods Great lakes, rivers Fishing instead of heat at the beach Down-to-earth Indian Summer Central location Many sports activities Infrastructure Good lobster Friendly people, European Beautiful rugged coast, beautiful to drive along with the car Weaknesses Cold No VIPs No Hollywood Eating culture is not good Pubs/restaurants are far too expensive

Character of the Destinations: 

Character of the Destinations South Africa and Thailand are associated with a nature vacation Canada and New Zealand would be visited because of the country Brazil is rather a mixture of both

Suitability of the Destinations: 

Suitability of the Destinations According to the participants the various destinations are suitable for diverse target groups. New Zealand or Australia are rather suitable for loving couples or families. Brazil is also suitable for families. However, due to safety reasons South Africa should in any case be visited without children, but either with a second person or with friends.

Suitability of the Destinations: 

Suitability of the Destinations California is assessed as a destination for “everybody”. You can go there for vacation as a single, couple, family, with a group or clique. It merely seems to be unsuitable as a destination together with small children. Nevertheless, it is also an unsuitable destination “for the low-budget vacation”.

Connection to California: 

Connection to California The visitors do not only associate sights with California, but also emotions. However, the intender associate it with experience and diversity.

Connections to California: 

Connections to California Visitors - rational San Francisco is the most beautiful city in the USA Is located at the ocean Reno, Sacramento Lake Tahoe From nature to shopping Diversity Take pictures of houses Intender - rational Film studios California has a leading role in regard of ecology Golden Gate Bridge Alcatraz Action vacation Many trips, see a lot Celebrity bonus

Connections to California: 

Connections to California Visitors - emotional To be free To be happy To see something To relax Not because of the countryside Intender- emotional - It has everything

Focus Groups - Results: 

Focus Groups - Results California – projective procedures Prior to the focus groups


California- as a person Describing California as a person, with all its features and characteristics, has shown some regional differences.


California- as a person The participants in Frankfurt see California as a man in his 30s, with a family. This man is open-minded and tolerant, innovative, intelligent and reliable.


California- as a person The respondents in Hamburg see California as a woman, around 30. She is unmarried, yet, but plans to have a family one day. She is wealthy and adventurous, always up-to-date and self-confident.


California- as a person Features that are mentioned in both cities are: loves sport, freedom and nature enjoys life and has fun is friendly and tolerant drives a middle-class to upper-class car


California- as a person The negative features of this person are, for both cities: eats often/too much fast food is nice but superficial doesn’t bother about the future has a tendency to become overweight

Focus Groups- Results: 

Focus Groups- Results A postcard from California - Projective task prior to the focus group


A Postcard from California The most mentioned aspects in the postcards through all four groups are: Aspect Frequency With partner/family 23 Relaxation 13 Multi-City tour 26 Sports/Adventure 22 Sights 24 Hollywood 13 People are open-minded and friendly 12 To get to know people, country, nature 16 Shopping 3

Focus Groups- Results: 

Focus Groups- Results California - projective procedures Collage in the group


California- seen by Prospects from Hamburg


California- seen by Visitors from Hamburg


California - seen by Prospects from Frankfurt


California - seen by Visitors from Frankfurt

Focus Groups - Results: 

Focus Groups - Results California - Strengths and Weaknesses

California - Strengths: 

California - Strengths Participants who have already visited California, see the strengths especially in the nature, the inhabitants and the diversity that California offers. Participants who plan a vacation associate also the diversity, but in addition also a couple of practical strengths, as well as the feeling of freedom, especially in regard of mobility.

California - Strengths: 

California - Strengths Visitor - Nature Great beaches National parks Summer and winter vacations are possible Climate Short ways to the beach Intender - Nature Beaches National parks

California - Strengths: 

California - Strengths Visitors - inhabitants Open-minded people Sunny disposition Open, pre-emption people You ca get far with Spanish Willingness to help You can easily have contact Intender - inhabitants Beaches National parks

California - Strengths: 

California - Strengths Visitors - Diversity Very international You never get bored Large diversity The food is not so bad as it is usually in the USA Intender - Diversity Beach and film studios, contrasts It offers everything Close to Mexico Large range of activities Legendary cities

California - Strengths: 

California - Strengths Visitors - practical Strict laws for environmental protection Good infrastructure Intender - practical No vaccination required Good hygienic conditions You can feel the wealth of the state

California - Strengths: 

California - Strengths Visitors - Mobility You can drive everywhere with the car Intender - Mobility You can drive straight ahead for days on the highway The legendary Panamericana To experience the feeling of infinite freedom while you drive

California - Weaknesses: 

California - Weaknesses The visitors see the following weaknesses: Bad public travel connection Unpleasant travel modalities and entry regulations It is the most expensive state in the USA High consumption of junk food and artificial preparations, e.g. vitamin pills Missing side-walks The Californians are to 100% puritans You have to drive a long time to reach an outlet mall

California - Weaknesses: 

California - Weaknesses The intender see the following weaknesses: Bad price-performance-ratio It is the most expensive state in the USA High costs of living Long waiting times at the airport Terrorism hysteria Offers only little fauna, compared to the rest of the USA You feel overwhelmed by the offered activities

Focus Groups – Results : 

Focus Groups – Results California Visitors

Main Motivation for a Visit: 

Main Motivation for a Visit You can see a lot You have to see it You cannot see everything with one visit I like to go surfing Traveled along the coast, from San Francisco to Seattle Nature, cities, San Francisco I wanted to get to know the people and the state I was curios how the state looks like in the south I visited colleagues Was part of a large trip, starting point for a round trip

Suitable duration for vacation: 

Suitable duration for vacation The participants cannot agree on a suitable duration for vacations. The shortest recommendation is 1-2 weeks, the longest one is 1 month. The majority decides for 2-3 weeks. California can also be visited 12 months a year. The weather “is always that you can tolerate it”, “less rain, more consistent”. It is “also called the sunny state”. The average duration of the past vacation in California is three weeks.

Projective procedure – a self-drawn picture on the subject: “what best represents California best”: 

Projective procedure – a self-drawn picture on the subject: “what best represents California best” The motives in the self-drawn pictures of the visitor groups can be grouped into the following categories: Nature Sights Lifestyle Attitude towards life

Projective procedure – a self-drawn picture on the subject: “what best represents California best”: 

Projective procedure – a self-drawn picture on the subject: “what best represents California best”

Components of Nature : 

Components of Nature Ocean Flower Water Beach Climate National Parks Vast land Sunsets

Components of Sights : 

Components of Sights Golden Gate Bridge Cable cars Hollywood Disney World

Components of Lifestyle : 

Components of Lifestyle Sun Wine Summer Large SUVs Good mood Friendliness Brand clothing Honesty Superficial

Components of Attitude towards Life : 

Components of Attitude towards Life Nonchalant Freedom Luck Party Flower Power Fun

Focus Groups - Results: 

Focus Groups - Results Intenders of visiting California

Main motivation for a planned visit: 

Main motivation for a planned visit It is located at the pacific Various buildings that one wants to see Other parts of the USA have already been visited It is a dream The cities To get to know the people, to establish connections To go out at night Hollywood, the studios Art The beaches, the coasts San Francisco, Golden Gate Bridge Offshore islands, Long Island, deep sea fishing

Why not visited, yet?: 

Why not visited, yet? The main reason why the trip has not been done, yet, is primarily financial and that the children were too small to make such a vacation. Other reasons are insufficient holidays, a lot to discover in Europe, one decided for other parts of the USA, because of acquaintances or difficulties in deciding for one destination, since one wants to go there together with friends.

What differentiates California from other destinations?: 

What differentiates California from other destinations? The vast extent The legends You see parts of California so often in TV, everyone knows the Golden Gate Bridge, and this isn’t the case with other nations Various offers of nature and cities, up to theme parks. The Americans are friendly and nice. In addition to that California has an Easy Living, an optimism. The people don’t bother a lot about the future, they live for the moment. A pleasant driving, not so hectic

Projective procedure – a self-drawn picture on the subject: “what best represents California best”: 

Projective procedure – a self-drawn picture on the subject: “what best represents California best” The motives in the self-drawn pictures of the intender groups can be grouped into the following categories: Nature Country/Sights Attitude towards life Others

Components of Nature : 

Components of Nature Sequoias National parks Beach Desert Sun Snow-covered mountains Never-ending roads Vastness

Components of Country/Sights : 

Components of Country/Sights Golden Gate Bridge Cable cars Alcatraz Hollywood Large cities Buildings

Components of Attitude towards Life : 

Components of Attitude towards Life Tequila Oranges Gold Sun Nice weather Good mood, fun freedom Action Laziness Relaxation Party

Components of Others: 

Components of Others Intel Cadillac Baywatch, Pamela Anderson Wine Sport Hollywood

Focus Groups - Results: 

Focus Groups - Results Booking of overseas travels

Booking of overseas travels in general: 

Booking of overseas travels in general Various strategies are mentioned in regard of the booking of overseas travels: - Special travel agent - over the internet - word of mouth friends/acquaintances - travel agencies - ADAC - directly at the airport - search the internet, booking in the travel agency

Characteristics of the booking methods: 

Characteristics of the booking methods Online/Internet Search for information is possible Preparations make as much fun as the actual vacation Spontaneous booking possible No opening hours like a travel agency It is cheaper You are familiar with it It is easy You have to enter personal data Travel agency They are liable if something is not right I have a person to talk to Are often incompetent You receive tips in a good travel agency Personal contact For specific questions

What is booked: 

What is booked Online Flight Car Travel agency the entire trip Car Flight

Specialties regarding the booking in California : 

Specialties regarding the booking in California California is an adventurous vacation, I would just drive and stop wherever I like it For California it is very easy to book a flight, since it is served by almost all airlines Rental car or RVs are cheaper if rented through a travel agency


Booking The participants do either favor bookings online or in travel agencies, although when a booking is done in a travel agencies, an information gathering has usually been done in advance. Often merely the car and the flight are booked in Germany, especially in regard of online bookings. In travel agencies one rather books the entire trip.

Online Bookings : 

Online Bookings Most of the participants are open-minded towards online bookings, many use this option. Only a few prefer to go to a travel agency. To book online is “cool”, you have “better costs”, and the curiosity is satisfied. Especially the aspect of time plays a major role, “I can take a look when I have time, at 10 or 11 at night”.

Online Bookings: 

Online Bookings In Hamburg the participants are even more open-minded to online bookings than in Frankfurt. More people book online, even older participants use this option.

Focus Groups - Results : 

Focus Groups - Results Search for Information

Important aspects for the planing: 

Important aspects for the planing Important are the planning and the gathering of information, as well comparing the prices. Own uses the internet, books and acquaintances as source of information. Also movies like e.g. “Baywatch” or “The Streets of San Francisco” usually help to gather information, or to get an impression.

Used Web Sites : 

Used Web Sites The participants claim to use search pages such as Google or Web.de for their information seeking. Also used are online travel providers such as Opodo or LTU. Frequently used are also sites that compare various airlines. Another source of information are online forums.

Website of Tourist Bureaus: 

Website of Tourist Bureaus Most of the participants do seldom or never use the websites of tourist bureaus. The reasons are: - “I visit websites from the region” - “I use it for latest information when I’m in the nation, not now” - regarding Thailand, there were “no information, and only obsolete things” - regarding Greece, “I wrote once to them, but never received an answer” - “I rather used the sites of the national parks for my California trip”

The impression of California: 

The impression of California The personal impression of California is a “mixture of various impressions”, and is influenced by various factors, e.g. by personal travel experiences of friends and acquaintances, as well as reports and shows on TV.

Desired Information about California: 

Desired Information about California One is interested in being able to call up the following information online: Entry regulations Regulations regarding the visa Recommendations for clothing that you should take with you Detailed information about specific cities, including recommendations for restaurants and sights

www.California.com : 

www.California.com The participants would prefer if there was “a main page that had several links, sorted by subject”. “That there is only one contact point, e.g. “www.California.com”. “I would search for “California” in Google”.

Booking the next trip: 

Booking the next trip In Frankfurt most of the participants from the visitor group as well as from the intender group, state to plan to book their next California trip in a travel agency. In Hamburg the majority of the intenders and users decide for an online booking.

Booking the next trip online: 

Booking the next trip online Research in the internet Booking in the internet/eventually an advice at the airport or travel agency - booking of flights - booking of rental cars - not necessarily the booking of hotels

Focus Groups – Results : 

Focus Groups – Results Current California Spot

Identified Main Message: 

Identified Main Message Several main messages on several levels have been identified, about California, about addressee, about the attitude towards life and messages with a request character. None of the participants has any difficulties to name a message. The following quotes are verbatim from the participants.

Main Messages California: 

Main Messages California - California is diverse - California is large and vast - California is such a divers state, that everyone can go after his own needs - California introduces itself - You have many possibilities to do something in this state, there is an immense diversity - Sport, freedom, relaxation - food, drinking, sport - all positive aspects are summarized, beach, ocean, Disney World

Main Messages Addressee: 

Main Messages Addressee - Various target groups are addressed - It has something for everyone - It has something for every type, every taste - California is a diverse destination for every generation - California is everyone’s dream, suitable for every generation

Main Messages Attitude Towards Life: 

Main Messages Attitude Towards Life - feel lucky, nonchalant, relaxed, be happy, live intensively - The good mood was conveyed - cool, spacey, wow, fun - feel happy, don`t worry - Intensive life - Action and fun - We live intensively, we are happy - All are very open-minded

Main Messages with a Requesting Character: 

Main Messages with a Requesting Character - Be free, come to California - This is your day - California makes you free and happy

Spot - Likes in general: 

Spot - Likes in general Something for all, young, singles, families It is cool and funny Full of action, not too much romance Actors are friendly and open “Canada attitudes” The celebrities pass by, it appeals to me It is very stimulating Rhythm and Music are good The messages are credibly conveyed Various representations Great mix Very inviting The actors have drive, fun It represents my impression of California

Likes - Arnold Schwarzenegger: 

Likes - Arnold Schwarzenegger I found it amusing to start with Schwarzenegger in the beginning Schwarzenegger is the right start for the spot, regardless of whether you like him or not, he represents the USA and especially California.

Spot - Dislikes in general: 

Spot - Dislikes in general If it wouldn’t constantly say California, you wouldn’t necessarily know that it is California The picture material is exchangeable, “the typical Californian” is missing “I would have liked to see the Golden Gate Bridge in the background” The spot was too fast, “I would have forgotten it after 20 seconds” Too superficial, “California has more to offer” The national parks were missing Too much advertising It was too softy, insufficient action The aspect of a family was not conveyed, it is for “individualists, who have lots of money, who don’t think about, just consume” Spots show actions that costs a lot of money, but there is also nature to see

Dislikes – Actors : 

Dislikes – Actors Actors as advertisers, why not show normal people The people are too much in the foreground Clint Eastwood can stand for the USA in general, “I wouldn’t know in what context he stands to California”. Boris Becker does also an ad on a golf course, for DAS The ad has been done for the American market Many celebrities are not known in Germany

Does the Spot Represent California: 

Does the Spot Represent California The spot represents mostly what the participants associate with California. “It reflects what I have imagined, calmness and action”. However, you would “need to see more regions, as various activity groups”. “I fly there because I want to get to know the countryside and the people, and they show only little of that”.

Is the spot appealing: 

Is the spot appealing The spot is basically seen as appealing and professional, however there are some criticized aspects. It was too fast It was not creative enough You don’t get any wanderlust, no longing

Is the spot surprising: 

Is the spot surprising The spot is neither assessed as unclear nor as surprising. One has the impression “they try to address every target group”. Further, one wants to “stuff everything into the spot, what is associated with the state”, “whether this is right or wrong cannot be assessed”.

Does the spot wake the interest for California: 

Does the spot wake the interest for California Based on the spot “I would not have booked the vacation”. “It shows everything, if you know that it is there, but it doesn’t say anything, it shows no highlights”. If you have already been in California “you can associate it with that, if not than it is anywhere”. “You don’t see any landscapes, that makes you want to go there”. “The spot was typically American, but California is not typically American, that is a discrepancy”.

Recognized Celebrities : 

Recognized Celebrities Arnold Schwarzenegger Clint Eastwood, also as former mayor of Orange County Terri Hatcher A “NASCAR driver, one must know down there, but not here”

Use of Celebrities : 

Use of Celebrities Likes Striking “It sells better” Appealing to people who haven’t been to California, yet Celebrities are usually also used in Germany Quite nice It is good to see some familiar faces It helps to remember the spot Schwarzenegger is California It fits They fit to California Dislikes You don’t need celebrities The Hollywood sign was missing It is overloaded Rather for younger people Clint Eastwood or Terri Hatcher don’t fit I place no value on that

Other suitable celebrities: 

Other suitable celebrities Other celebrities that are associated with California are: Paris Hilton, “the hotel heir”, although she is negatively associated with California and doesn’t stand for California Sharon Stone, “a great personality, very cultivated, open-minded, she fits” Meg Ryan, Jane Fonda Steven Spielberg No celebrities, rather known motives As rather unsuitable are mentioned Pamela Anderson and Barbara Becker.

Suggestion Thomas Gottschalk: 

Suggestion Thomas Gottschalk The commentaries about Thomas Gottschalk are mostly negative. “Awful” “Gottschalk is talent-free and only embarrassing for his age” “Gottschalk is a no-go“ “He hasn’t developed, he isn’t funny anymore” “I wouldn’t go to California because of him” “Is there something this man hasn’t sold, yet?” “He should keep to his gummi bears” “I think he fits, he is quite well-known”

Suggestion Jürgen Klinsmann: 

Suggestion Jürgen Klinsmann The commentaries about Jürgen Klinsmann are also mostly negative. “Egocentric, doesn’t fit to California” “Unreal, odd guy” It doesn’t fit, “he is German, although he lived there for a long time” One participant has the following opinion, “Of all the suggested celebrities Klinsmann is the only one who has sufficient sympathy factor, but I wouldn’t necessarily associate him with California”.

Suggestion Steffi Graf: 

Suggestion Steffi Graf The participants see Steffi Graf also as rather unsuitable, although the reactions are not that negative here. “She shall make ads for Barilla noodles” “Together with her husband, yes” “It fits more, but rather for Las Vegas, not for California“.

David Beckham/John Cleese: 

David Beckham/John Cleese Most of the participants don’t know John Cleese, he is rather associated with “Monty Python’s”. He appears “too British, too European”. David Beckham “is associated with soccer, and what has California to do with soccer?” “That Beckham, and his wife, they appear like an artificial product”. “These are people where you would think, they would do everything as long as the money is right”.

Conclusion Suggested Celebrities: 

Conclusion Suggested Celebrities The participants show not much sympathy to any of the suggested celebrities. Finally: “If they want someone who talks German, they should rather look for someone who has a certain credibility”, someone “who really has to do something with that state”. “I want to have an American. Schwarzenegger is o.k., that is something different, I want an American, not a German”. “Those guys like Schwarzenegger, that are real men, down-to-earth, he stands for something”.

Tagline California find yourself here: 

Tagline California find yourself here The tagline is assessed positively and as fitting, although it is not “the big hit” and lacks the “wow feeling”. It “passed too quickly” and it is also “exchangeable”. A suggested alternative would be “express yourself”.

Tagline California find yourself her: 

Tagline California find yourself her Likes Fits, there is something for everyone You can find yourself in nature Has a lot to do with activities You can fulfill yourself Everyone can present himself It has a reference Dislikes Too quickly presented It also fits to whiskey I can also find myself in other countries The state is too commercial that it would fit The individualism should be more emphasized Like Lufthansa, a better way to fly

Focus Groups - Results: 

Focus Groups - Results Winter Spot California

Spot Evaluation: 

Spot Evaluation The winter spot is rather negatively assessed by the participants. Although it has a “surprise effect”, “you think you’ve landed in the Alps”, the spot is “very irritating”. Most of the participants associate California with “summer”, “warmth, ocean, and not high mountains”. Altogether the spot is seen as “unfitting for California”, the winter scenario is “not a nice additional, positive effect”, it is merely “a small aspect of California” and “specifically you need to know that you can go skiing in the Sierra Nevada”.

California as a Winter Sport Location: 

California as a Winter Sport Location The participants don’t like this idea. To all of them California is associated with sun, warmth, beaches. One wouldn’t fly extra to California for a skiing vacation Snow and California is not appealing, it appears alien As a skiing fan you would look for closer locations, you have better options in Europe It is not appealing to children and old people Winter sport area is a too small aspect of California

Is the spot appealing: 

Is the spot appealing The spot per se is appealing, “somehow a round thing, it shows that there is also a different side, besides the one that everyone knows and uses”, but the idea of winter sport is not assessed as attractive, it only appeals to skiing fans, although “I would like to have these snow pictures in there, but not related to sport”. However, one is “willing to have both spots running”.

Main Message of the Spot: 

Main Message of the Spot The spot is surprising, generally one would not have associated California with winter, however one does not feel addressed by it, it “is not interesting”, “it is no addition”. The spot shows “pressure, fun, fun, fun. Why can’t they go walking in the woods?”

New Ad – Main Message: 

New Ad – Main Message Likes Over the beach, “emphasizes the relaxation” Board Meetings are assessed positively The spot is “quite funny” “It is sophisticated” “It addresses various age groups” The wine grower scenes are positively assessed Dislikes The beginning is too strenuous Too much emphasize on sport Too much emphasize on activities The celebrities are unknown Everything is missing, it could also be Switzerland or Nova Scotia It shows nothing of California One or two highlights are missing It is exchangeable The last picture could also be the Baltic Sea or North Sea

Fits to California?: 

Fits to California? The new ad is altogether positively assessed. It is said to be “better than the films”. It is “closer, not jet-set like”, “more honest”, it doesn’t show “some beach beauties”. What is especially liked is “the slight ironic text from the working environment, that is shown with different pictures”.

Evaluation of the Logo: 

Evaluation of the Logo The logo is altogether positively assessed, “yellow can stand for the sun and blue for the water and the ocean”, “it is not so massive”, “it is o.k., simple and touching”. Negatively mentioned is that it “looks unfinished, looks like self-painted”, “something similar already exists, regarding the colors”, and the “writing is insignificant”.

Known Californian Brands: 

Known Californian Brands Levi’s Apple Computers Puma Intel Sunkist Jelly Belly Gallo, Californian wine Zinfandel Sun Bill Gates Westbury Budweiser Minute Maid Pontiac Chevrolet Kitchenaid Estee Lauder Astor Max Factor Maybelline

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