Brand USA Updates and Ways to Partner Together

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Discusses partnership opportunities and past successes for Oregon and Brand USA, including a joint project with Visit California to promote the West Coast Wine Trail.

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Brand USA Updates and Ways to Partner Together

  1. 1. Travel Oregon Governor’s Conference on Tourism April 28, 2014
  2. 2. new jobs supported53,181 Accomplishments in Brief billion in visitor spending $ 3.4million visitors1.1 received in partner contributions from the private sector million$ 130Over contributions from FY12 doubledMore than 97% partner retention rate33%Partnerships up by
  3. 3. ● Brazil May-Jun, Sept-Oct ’14 & May ‘15 ● China & Taiwan Jun-Oct ’14, Jan-Mar & May ’15 ● France Nov-Dec ‘15 Consumer Market Plan ● United Kingdom May-Jun ’14 & Sept-Feb ‘15 ● Canada May-Jun ’14 & Nov-Mar ‘15 ● Japan Apr-May, Sept-Oct ’14 & Apr ’15 ● Mexico Apr & May-Jun ’14, Oct-Nov & May ’15 ● Australia Apr, Aug-Sept ’14 & Jan ‘15 ● Germany Nov-Jan & Apr ’15 ● South Korea May-Jul ’14 & Oct ‘15
  4. 4. 2015: ● Chile ● France ● Southeast Asia ● Russia ● Middle East ● Scandinavian Countries Brand USA Market Representation Current: ● United Kingdom ● Japan ● Canada ● Mexico ● Brazil ● China ● Taiwan ● Hong Kong ● South Korea ● Germany ● Australia & New Zealand ● India Markets Will Reach Over 90% of In-Bound Travel to the USA
  5. 5. USA Arrivals 0 5 10 15 20 25 2000 2005 2010 2015 2020 Australia Belgium Brazil Canada China France Germany Hong Kong Italy Japan Netherlands Russia Singapore UK Korea India Mexico (total) Colombia Venezuela Argentina CO+AR+VZ Source: Brand USA proprietary research, OTTI, Tourism Economics Millions
  6. 6. USA Arrivals 0 1 2 3 4 5 6 7 2000 2005 2010 2015 2020 Australia Belgium Brazil China France Germany Hong Kong Italy Japan Netherlands Russia Singapore UK Korea India Colombia Venezuela Argentina CO+AR+VZ Source: Brand USA proprietary research, OTTI, Tourism Economics Millions
  7. 7. USA Arrivals 0 1 2 3 4 5 6 7 2000 2005 2010 2015 2020 Brazil China Germany Japan UK CO+AR+VZ Source: Brand USA proprietary research, OTTI, Tourism Economics Millions
  8. 8. -50% 0% 50% 100% 150% 200% 250% 300% 350% 400% 0% 20% 40% 60% 80% 100% 120% Canada Mexico* United Kingdom Japan Germany Brazil China France South Korea* Australia Nordic/Benelux* Russia India* USA Arrivals Russia India Brazil Canada Mexico China Source: Brand USA proprietary research, OTTI, Tourism Economics Long Haul Market Share (CA, MX Total Share) 2012/2021 USA Arrivals Growth (Inner circles represent 2012 arrival volume; grey outer circles represent forecasted 2021 arrivals)
  9. 9. -50% 0% 50% 100% 150% 200% 250% 300% 350% 400% -20% 0% 20% 40% 60% 80% 100% 120% Canada Mexico* United Kingdom Japan Germany Brazil China France Australia Russia India* Total Foreign Departures Russia India Brazil Canada Mexico China Source: Brand USA proprietary research, OTTI, Tourism Economics 2012/2021 USA Arrivals Growth (Inner circles represent 2012 total foreign departures; grey outer circles represent forecasted 2021 foreign departures) Long Haul Market Share (CA, MX Total Share)
  10. 10. Mexico – 21% Russia – 21% Japan – 30% Canada – 31% France – 34% India – 37% Germany – 41% Australia – 42% United Kingdom – 45% Brazil – 50% South Korea – 52% China – 60% USA Wish List Share * International travelers in Canada and Mexico Source: Brand USA Global Intelligence Program and PhoCusWright, Inc. Percentage of intercontinental travelers* who list USA on their destination wish list
  11. 11. Intent to Visit USA * International travelers in Canada and Mexico Source: Brand USA Global Intelligence Program and PhoCusWright, Inc. Percentage of intercontinental travelers* who are likely to visit in next 12 months Russia – 15% France – 17% Australia – 18% Germany – 19% South Korea – 26% United Kingdom – 27% Japan – 36% India – 45% Brazil – 57% China – 59% Canada – 66% Mexico – 73%
  12. 12. Canada Mexico United Kingdom South Korea Brazil Japan Australia Germany France India Russia China DREAM CONSIDER ACTIVATE TRAVEL SHARE Target Travel Cycle Phase
  13. 13. Travel Life Cycle Dream Travel ShareConsider Activate Land of dreams, TV ads DREAM Search, display ads CONSIDER OTA/tour operator promotions ACTIVATE Arrival video TRAVEL Social channels SHARE
  14. 14. Image Testing Anthem: Current Spot 8 Core + 7 Test Scenes
  15. 15. MX/BR 0.920 DE/JP 0.896 MX/CA 0.893 DE/CA 0.890 CA/BR 0.886 JP/CA 0.874 DE/MX 0.856 JP/MX 0.831 DE/BR 0.826 JP/BR 0.807 CN/BR 0.762 MX/CN 0.755 CA/CN 0.727 DE/CN 0.716 JP/CN 0.711 Correlation
  16. 16. Learnings HYPOTHESIS Established markets should be shown different things than emerging markets LEARNING INCORRECT There are important differences across markets, but no one way to separate them
  17. 17. Learnings OLD ASSUMPTION Landmarks are cliché HYPOTHESIS Landmarks provide recognition; people want to see them LEARNING CORRECT Across all markets, travelers like to see familiar icons most
  18. 18. Learnings OLD ASSUMPTION Featuring people will add warmth and improve effectiveness LEARNING INCORRECT People are important for context for activities, but all shots centering on people did not perform well
  19. 19. Learnings HYPOTHESIS Travelers are experiential and therefore will like to see food LEARNING INCORRECT Every shot relating to food/dining was disliked. Advertising and content strategies are different
  20. 20. Overall Most Appealing
  21. 21. Emotional Branding Framework Receptiveness Familiarity Joy Curiosity Trust Passion Relationship Pride Admiration Identity Pleasure NO EMOTION INTEREST AFFECTION DESIRE
  22. 22. Growth Markets: ● Germany ● Mexico ● Japan ● India ● South Korea ● Australia & New Zealand ● China, Hong Kong, Taiwan ● Brazil Established and Growth Markets Established Markets: ● UK ● Canada
  23. 23. Partner Commitment ● Deliver compelling content versus “advertising” ● Leverage scale for efficiency ● Foster partnership and collaboration ● Create unique opportunities
  24. 24. Three Paths to Value Brand USA Originals Affinity Programs Market Specific
  25. 25. Co-op Marketing Programs Brand USA Originals
  26. 26. Partner Driven Co-ops The Travel Channel Broadcast in 147 Countries
  27. 27. FAM 1 FAM 2 FAM 3 FAM 4 FAM 5 FAM 6 FAM 7 FAM 8 British Airways MegaFam 2013 Seven Itineraries, One Iconic Country
  28. 28. Brand USA Originals November 2013 May 2014 MegaFam Trips FY14 May 2014 October 2014
  29. 29. Brand USA Originals ● 23 destinations ● 22 million global visitors monthly ● 16 million advertising impressions ● Appearing in markets such as UK, Australia, Brazil, Canada, France, Germany, India, Mexico, Russia, South Korea, and Taiwan ● Runs 7 months – lives on National Geographic and Brand USA channels National Geographic Road Trip
  30. 30. USA Discovery Program ● Live in the UK – 2,500 agents ● Connect to your training program ● Build custom module ● Launching – Australia – India – China – Brazil
  31. 31. Co-op Program Highlights ● 550,000 copies were produced in 10 languages ● Digital Impressions Estimated: 10 million Actual: 135 million 2014 Inspiration Guide
  32. 32. Brand USA Originals ● 25 states ● 137 cities In-Language Content ● 510 videos ● 4,300 photos ● 18 languages
  33. 33. Magazine-Style Print: 280,000 – 850,000 per market Digital: 6 weeks – 10-12 million impressions E-mail: 6 weeks – 300,000-500,000 Activation Partners: Brand USA Originals Markets: ● Brazil ● Canada ● UK ● China ● Germany ● Japan ● Mexico Multi-Channel Programs
  34. 34. ● In-Language video ● Additional themed platforms – Shopping – Ski – Golf – Great outdoors – The local perspective ● Distribution platforms – Brand USA – True View and others – Facebook Brand USA Originals
  35. 35. Digital Growth Supports Partners ● Growing Digital Presence – 10 localized digital and social communities – 4.6 million visits – 173% growth in website traffic ● GoUSA.cn & GoUSA.tw – Launched in August 2013 with 2+ million visits – 1 million-strong social community ● Engaged International Social Community – 3.5+ million Facebook fans – Social community increased from 450,000 to 3.6 million – 8.1 million engagements on Facebook – 7.6 million video views on YouTube – 89% positive sentiment DiscoverAmerica.com
  36. 36. Brand USA Originals ● The Great American Road Trip – 10+ road trips covering 39+ states • 10 key travel influencers • 1 million impressions in organic reach • More road trips to come in 2015 ● The Great Outdoors – Spring ● Travel Like a Local – Fall Social Digital Content Campaigns Premium Programs ● Deeper Content ● Video ● Translation ● Google Mapping
  37. 37. Brand USA Originals ● Integrated Google Maps ● Comprehensive trip planning and sharing features ● Instagram overlay onto a map of the USA DiscoverAmerica.com
  38. 38. Brand USA Originals Instagram Premium Programs ● Global Mapping ● Takeover Brand USA site on Instagram for a week ● Host an Influencer for the Brand USA Instagram Channel
  39. 39. Brand USA Originals Calendar of Events
  40. 40. Brand USA Originals ● Distributed in 11 markets and 6 languages ● Discover America content for the consumer ● Content media push Culinary Guide
  41. 41. ® Brand USA Affinity Programs
  42. 42. Market Specific Programs Co-op Marketing Programs
  43. 43. ● Dominate the Canadian market for 2-4 weeks with a multi-platform program ● Network comprised of 6 retail/OTA brands and 13 tour operator wholesale brands ● State programs include digital advertising, TV, in-store travel agencies, e-newsletters and social media Brand USA Market Specific – Canada Travel Brands State Takeover
  44. 44. Brand USA Market Specific ● Telegraph ● Conde Nast Traveler ● Guardian ● The Stylist ● Additional Programs – Taxis At WTM – NFL in the UK – Ski Program – Thomas Cook - Phase 2 – BBC International
  45. 45. Missions Hong Kong Mission November 2014 China Mission October 2014 India Mission September 2014
  46. 46. Brand USA’s Film Concept: “America’s Great Outdoors” ● Focus on National Parks and the upcoming centennial celebration of the National Park Service ● Film release August 2015 – First trailers at IPW in June 2015
  47. 47. In-Kind Support ● Advertising space ● International research ● Content, images and video ● Inclusion of Brand USA logo in international marketing materials Partners contributed $98 Million in In-kind in 2013
  48. 48. Discussion Thank you!

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