The document describes Brand USA, a public-private partnership established by the Travel Promotion Act to promote the United States as a travel destination globally. It partners with the travel industry to market the US abroad, advocate for policies, and provide industry support. Brand USA matches investments from private sector partners with funds from the ESTA visa waiver program on a 2:1 basis to conduct advertising, sponsorships, and other promotions. The goal is to significantly increase international travel to the US, which is expected to double by 2020. Brand USA works with travel companies and requires certain standards for co-op advertising campaigns to effectively promote the US as a premier global travel destination.
The document summarizes the mission and activities of the Corpus Christi Convention and Visitors Bureau (CVB) in Texas. The CVB aims to increase overnight visitors to drive economic growth in the region. It markets Corpus Christi and Upper Padre Island as a beach and nature tourism destination. The CVB conducts various marketing initiatives including advertising, social media, publications and sales calls to attract visitors and group events. Tourism is a major industry for the local economy, generating over $1 billion in spending annually and supporting thousands of jobs.
Future Brand 2009 Country Brand Index Exec SummaryHero™
The document provides an executive summary of the 2009 Country Brand Index. It discusses FutureBrand's approach to building strong country brands and the tools they use, including the Country Brand Framework and Hierarchical Decision Model. It highlights key facts about the top 10 ranked country brands for 2009, including the US, Canada, Australia, and others. Trends noted include the economic slowdown and declines in areas like GDP growth, FDI inflows, and travel/tourism. Experts provide comments on the strengths of the top country brands.
KPI\'s drive behavioral change at all levels. This is a daily KPI report which is used as the basis for different levels of granularity based on needs.
The main departments in most businesses are sales and marketing, purchasing, finance, human resources, computing services, and administration. The sales and marketing department manages sales, marketing, and related staff and tasks. The purchasing department finds needed items and manages ordering. The finance department handles payroll, accounting, and financial documents. Human resources oversees recruiting, training, and health and safety compliance. Computing services includes IT management, help desk, and programming. Administration manages general office functions like reception and copying.
The Carroll Villa Hotel is a small historic inn located in Cape May, New Jersey, half a block from the beach. It has 20 beautifully decorated rooms and an award-winning restaurant. The marketing plan aims to increase awareness and sales through increased social media presence. Objectives include growing Facebook likes by 25% and Instagram/Twitter followers by 100% annually through posting pictures, videos and event updates. The hotel will partner with local attractions to offer discounts and increase promotions. Target markets are generations X and Y looking for a relaxing beach vacation.
The document outlines the organizational structure and functions of a marketing and sales department. It includes sections on organizing the department, factors that affect the sales department, recruiting and hiring salespeople, training salespeople, managing salespeople, types of marketing and sales meetings, types of sales records, sales filing, and evaluating the marketing and sales office. The overall purpose is to provide guidance on setting up and running an effective marketing and sales operation.
Building the Structure and Mechanics of a professional sales organizationJeremiah Fellows
In this talk delivered during Denver Startup Week 2013 I discuss the structure and mechanics necessary for predictability in sales.
The one thing a company needs as much as sales is predictability. In this talk I cover some strategies for understanding a sales process such as persona building and customer journey mapping. I explain how to use this information to document and track the sales process with a focus on using agile methods to evolve an effective and predictable sales process.
The document summarizes the mission and activities of the Corpus Christi Convention and Visitors Bureau (CVB) in Texas. The CVB aims to increase overnight visitors to drive economic growth in the region. It markets Corpus Christi and Upper Padre Island as a beach and nature tourism destination. The CVB conducts various marketing initiatives including advertising, social media, publications and sales calls to attract visitors and group events. Tourism is a major industry for the local economy, generating over $1 billion in spending annually and supporting thousands of jobs.
Future Brand 2009 Country Brand Index Exec SummaryHero™
The document provides an executive summary of the 2009 Country Brand Index. It discusses FutureBrand's approach to building strong country brands and the tools they use, including the Country Brand Framework and Hierarchical Decision Model. It highlights key facts about the top 10 ranked country brands for 2009, including the US, Canada, Australia, and others. Trends noted include the economic slowdown and declines in areas like GDP growth, FDI inflows, and travel/tourism. Experts provide comments on the strengths of the top country brands.
KPI\'s drive behavioral change at all levels. This is a daily KPI report which is used as the basis for different levels of granularity based on needs.
The main departments in most businesses are sales and marketing, purchasing, finance, human resources, computing services, and administration. The sales and marketing department manages sales, marketing, and related staff and tasks. The purchasing department finds needed items and manages ordering. The finance department handles payroll, accounting, and financial documents. Human resources oversees recruiting, training, and health and safety compliance. Computing services includes IT management, help desk, and programming. Administration manages general office functions like reception and copying.
The Carroll Villa Hotel is a small historic inn located in Cape May, New Jersey, half a block from the beach. It has 20 beautifully decorated rooms and an award-winning restaurant. The marketing plan aims to increase awareness and sales through increased social media presence. Objectives include growing Facebook likes by 25% and Instagram/Twitter followers by 100% annually through posting pictures, videos and event updates. The hotel will partner with local attractions to offer discounts and increase promotions. Target markets are generations X and Y looking for a relaxing beach vacation.
The document outlines the organizational structure and functions of a marketing and sales department. It includes sections on organizing the department, factors that affect the sales department, recruiting and hiring salespeople, training salespeople, managing salespeople, types of marketing and sales meetings, types of sales records, sales filing, and evaluating the marketing and sales office. The overall purpose is to provide guidance on setting up and running an effective marketing and sales operation.
Building the Structure and Mechanics of a professional sales organizationJeremiah Fellows
In this talk delivered during Denver Startup Week 2013 I discuss the structure and mechanics necessary for predictability in sales.
The one thing a company needs as much as sales is predictability. In this talk I cover some strategies for understanding a sales process such as persona building and customer journey mapping. I explain how to use this information to document and track the sales process with a focus on using agile methods to evolve an effective and predictable sales process.
A hotel group sought to increase its online bookings through display advertising but faced challenges with campaign effectiveness and scale. [x+1] used its Predictive Optimization Engine to identify audience attributes associated with booking hotels. It optimized budget allocation and media buy based on these attributes. This approach decreased CPA by 69% and increased actualized reservations by 42% while providing insights into converting visitors.
This document discusses key performance indicators (KPIs) for a hotel operations manager position. It provides information on developing KPIs, including defining objectives, identifying key result areas and tasks, and determining how to measure results. The document recommends that KPIs be clearly linked to strategy and empower employees. It also lists types of KPIs and mistakes to avoid when creating KPIs, such as having too many KPIs not linked to key result areas. Additional hotel operations manager KPI materials can be found on the website kpi123.com.
Case Study Review on Avari International Abdul Rehman
The document summarizes a case study about Avari Hotel in Lahore, Pakistan. It discusses the hotel's competitors, including Pearl Continental Hotel. It also reviews Avari Hotel's room rates and pricing policies, noting that their average room rate had decreased below Pearl Continental's rate, which was a concern. To address this problem, the team proposes adjusting Avari's room rates by decreasing the single bed rate by 1% and increasing the double bed rate by 10%, to better reflect demand and remain competitive with their main competitor, Pearl Continental Hotel.
The document shows the results of a survey about what types of information travelers prioritize when planning a trip. It found that over 50% of respondents considered hotel/accommodation information and activities to do as most important. Weather and climate information and reviews from other travelers were also highly considered by over one-third of respondents. Pictures and images were prioritized by around one-third of respondents.
This document discusses key performance indicators (KPIs) for hotel front office managers. It provides examples of KPIs, performance appraisal methods, and the steps to create a KPI system for front office managers. Mistakes to avoid in developing KPIs are also outlined, such as creating too many KPIs or not linking them to strategies. Various types of KPIs are defined, including process, input, output, leading, lagging, qualitative and quantitative. The document recommends visiting an external website for additional KPI materials.
Dokumen tersebut membahas tentang bisnis perhotelan, mulai dari pengertian, sejarah perkembangan, karakteristik, jenis hotel, status kepemilikan, struktur organisasi, dan kesan tamu terhadap hotel. Secara ringkas, bisnis perhotelan adalah menyediakan layanan akomodasi dan fasilitas pendukung lainnya secara komersial untuk umum di dalam bangunan khusus.
This document provides an overview and table of contents for a book on how to produce and implement a hotel marketing plan. The book contains 15 chapters that guide the reader through the full marketing planning process, from analyzing customer and competitor trends to developing strategies and tactics, creating a budget, measuring performance, and presenting the plan. The goal is to help hotel sales, marketing, and ownership teams systematically create a strategic, targeted, action-oriented marketing plan to improve results.
Brand Differentiation through Customer Relationship Management - HBR Case reviewAngga Kusumanegara
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like depression and anxiety.
Hotel Group Marketing General Sales Presentation (Full Hotel Portfolio)ambrecaye
I personally designed this presentation and used it on sales calls with meeting/incentive planners and corporate group travel decision-makers. (Please note that HGM no longer represents these hotels, and the information was current in 2004 when I made the presentation, but may have changed since.)
KPI(Key Performance Indicators) for Case Study of a hotel industryToji Easo Varghese
The presentation discusses about various KPI of a Hotel Industry case study. The case study is given to provide an explanation of how KPI are generated.
Tap OTA conversion secrets for direct hotel bookingstnooz
The webinar discussed how hotels can increase direct bookings by learning from the strategies used by online travel agencies (OTAs). It emphasized the importance of optimizing the hotel website for usability, social proof from reviews and awards, and a fast checkout process. A case study of the Stratosphere Hotel showed how redesigning its website to focus on these areas led to a 24% increase in revenue and 20% more direct bookings within four months. The webinar also proposed an automated best rate guarantee to simplify rate matching for hotels and customers.
The document discusses the roles and responsibilities of sales and marketing staff in a hotel. It outlines key tasks like identifying clients, managing marketing efforts, negotiating contracts, and coordinating with other hotel departments. It also describes how the sales and marketing department can be segmented by products sold, target markets, and distribution channels. Various sales, marketing, advertising, and promotional activities are explained.
Dokumen tersebut membahas tentang pengantar industri perhotelan di Indonesia. Menguraikan tujuan pembelajaran untuk memahami definisi pariwisata dan hotel secara umum, pentingnya akomodasi dalam industri pariwisata, sejarah perhotelan di Indonesia, serta tren dan prospek industri perhotelan di masa depan. Juga menjelaskan persyaratan pendirian hotel di Indonesia termasuk perijinan yang dibutuhkan.
This document provides information to help Oregon tourism businesses work with the international travel trade. It outlines the benefits of attracting international visitors who tend to spend more money and stay longer. It also lists questions for businesses to consider when deciding if they are ready to engage with the international market. Finally, it offers guidance on defining products, setting prices, finding partners, and learning about target cultures and business practices.
This document is a business plan for TrippIn, a virtual travel concierge service. It outlines TrippIn's mission to make travel planning convenient through customization based on personality profiles. Key points include:
- The market opportunity in simplifying the fragmented travel planning process and serving as a one-stop-shop.
- TrippIn's competitive advantages over other online travel agencies in customizing experiences based on personality.
- Plans to raise $492,000 in funding and use the funds for initial development, launch, sales and promotions.
- Analysis of the large and growing travel industry and opportunities for online travel bookings.
Integrated marketing communication structure, size & opportunitiesRahul Gupta
The document provides an overview of integrated marketing communication and the advertising industry in India. It discusses the structure of the global and Indian advertising world, including major players, trends, and functions within advertising agencies. The size of the Indian advertising market is estimated at Rs. 30,000 crore annually. Major trends include the rise of digital media and mobile advertising. Compensation for agencies includes commissions, markups, fees, and pay-for-results plans. The document also lists major Indian advertisers and awards in the industry.
NetAudioAds is an online audio advertising platform that plays 5-second audio ads when webpages are opened. It has a network of over 44 million webpages and is growing by 200,000 pages per day. An independent audit verified that NetAudioAds reaches over 27 million unique listeners with over 8 million ad plays per day. The document provides information on NetAudioAds' pricing and targeting options.
NetAudioAds is an online audio advertising platform that plays 5-second audio ads when webpages are opened. It has a network of over 44 million webpages and is growing by 200,000 pages per day. An independent audit verified that NetAudioAds reaches over 27 million unique listeners with over 8 million ad plays per day. The document discusses various pricing models and metrics for NetAudioAds audio ads.
Content Marketing for the Travel Industry.pptxTaheraRaza
Content Marketing in the travel industry is a vital marketing approach. These are some of the best examples of content marketing by the biggest names in the business.
Informe del impacto de la inversión promocional en "Brand USA"David Mora
Brand USA marketing aims to increase tourism to the US by promoting the country as a destination. An analysis found that Brand USA generated $3.4 billion in additional visitor spending in 2013 through marketing campaigns in key international markets. Brand USA spent $72 million on marketing, yielding an estimated return on investment of 47:1. Destination marketing
A hotel group sought to increase its online bookings through display advertising but faced challenges with campaign effectiveness and scale. [x+1] used its Predictive Optimization Engine to identify audience attributes associated with booking hotels. It optimized budget allocation and media buy based on these attributes. This approach decreased CPA by 69% and increased actualized reservations by 42% while providing insights into converting visitors.
This document discusses key performance indicators (KPIs) for a hotel operations manager position. It provides information on developing KPIs, including defining objectives, identifying key result areas and tasks, and determining how to measure results. The document recommends that KPIs be clearly linked to strategy and empower employees. It also lists types of KPIs and mistakes to avoid when creating KPIs, such as having too many KPIs not linked to key result areas. Additional hotel operations manager KPI materials can be found on the website kpi123.com.
Case Study Review on Avari International Abdul Rehman
The document summarizes a case study about Avari Hotel in Lahore, Pakistan. It discusses the hotel's competitors, including Pearl Continental Hotel. It also reviews Avari Hotel's room rates and pricing policies, noting that their average room rate had decreased below Pearl Continental's rate, which was a concern. To address this problem, the team proposes adjusting Avari's room rates by decreasing the single bed rate by 1% and increasing the double bed rate by 10%, to better reflect demand and remain competitive with their main competitor, Pearl Continental Hotel.
The document shows the results of a survey about what types of information travelers prioritize when planning a trip. It found that over 50% of respondents considered hotel/accommodation information and activities to do as most important. Weather and climate information and reviews from other travelers were also highly considered by over one-third of respondents. Pictures and images were prioritized by around one-third of respondents.
This document discusses key performance indicators (KPIs) for hotel front office managers. It provides examples of KPIs, performance appraisal methods, and the steps to create a KPI system for front office managers. Mistakes to avoid in developing KPIs are also outlined, such as creating too many KPIs or not linking them to strategies. Various types of KPIs are defined, including process, input, output, leading, lagging, qualitative and quantitative. The document recommends visiting an external website for additional KPI materials.
Dokumen tersebut membahas tentang bisnis perhotelan, mulai dari pengertian, sejarah perkembangan, karakteristik, jenis hotel, status kepemilikan, struktur organisasi, dan kesan tamu terhadap hotel. Secara ringkas, bisnis perhotelan adalah menyediakan layanan akomodasi dan fasilitas pendukung lainnya secara komersial untuk umum di dalam bangunan khusus.
This document provides an overview and table of contents for a book on how to produce and implement a hotel marketing plan. The book contains 15 chapters that guide the reader through the full marketing planning process, from analyzing customer and competitor trends to developing strategies and tactics, creating a budget, measuring performance, and presenting the plan. The goal is to help hotel sales, marketing, and ownership teams systematically create a strategic, targeted, action-oriented marketing plan to improve results.
Brand Differentiation through Customer Relationship Management - HBR Case reviewAngga Kusumanegara
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like depression and anxiety.
Hotel Group Marketing General Sales Presentation (Full Hotel Portfolio)ambrecaye
I personally designed this presentation and used it on sales calls with meeting/incentive planners and corporate group travel decision-makers. (Please note that HGM no longer represents these hotels, and the information was current in 2004 when I made the presentation, but may have changed since.)
KPI(Key Performance Indicators) for Case Study of a hotel industryToji Easo Varghese
The presentation discusses about various KPI of a Hotel Industry case study. The case study is given to provide an explanation of how KPI are generated.
Tap OTA conversion secrets for direct hotel bookingstnooz
The webinar discussed how hotels can increase direct bookings by learning from the strategies used by online travel agencies (OTAs). It emphasized the importance of optimizing the hotel website for usability, social proof from reviews and awards, and a fast checkout process. A case study of the Stratosphere Hotel showed how redesigning its website to focus on these areas led to a 24% increase in revenue and 20% more direct bookings within four months. The webinar also proposed an automated best rate guarantee to simplify rate matching for hotels and customers.
The document discusses the roles and responsibilities of sales and marketing staff in a hotel. It outlines key tasks like identifying clients, managing marketing efforts, negotiating contracts, and coordinating with other hotel departments. It also describes how the sales and marketing department can be segmented by products sold, target markets, and distribution channels. Various sales, marketing, advertising, and promotional activities are explained.
Dokumen tersebut membahas tentang pengantar industri perhotelan di Indonesia. Menguraikan tujuan pembelajaran untuk memahami definisi pariwisata dan hotel secara umum, pentingnya akomodasi dalam industri pariwisata, sejarah perhotelan di Indonesia, serta tren dan prospek industri perhotelan di masa depan. Juga menjelaskan persyaratan pendirian hotel di Indonesia termasuk perijinan yang dibutuhkan.
This document provides information to help Oregon tourism businesses work with the international travel trade. It outlines the benefits of attracting international visitors who tend to spend more money and stay longer. It also lists questions for businesses to consider when deciding if they are ready to engage with the international market. Finally, it offers guidance on defining products, setting prices, finding partners, and learning about target cultures and business practices.
This document is a business plan for TrippIn, a virtual travel concierge service. It outlines TrippIn's mission to make travel planning convenient through customization based on personality profiles. Key points include:
- The market opportunity in simplifying the fragmented travel planning process and serving as a one-stop-shop.
- TrippIn's competitive advantages over other online travel agencies in customizing experiences based on personality.
- Plans to raise $492,000 in funding and use the funds for initial development, launch, sales and promotions.
- Analysis of the large and growing travel industry and opportunities for online travel bookings.
Integrated marketing communication structure, size & opportunitiesRahul Gupta
The document provides an overview of integrated marketing communication and the advertising industry in India. It discusses the structure of the global and Indian advertising world, including major players, trends, and functions within advertising agencies. The size of the Indian advertising market is estimated at Rs. 30,000 crore annually. Major trends include the rise of digital media and mobile advertising. Compensation for agencies includes commissions, markups, fees, and pay-for-results plans. The document also lists major Indian advertisers and awards in the industry.
NetAudioAds is an online audio advertising platform that plays 5-second audio ads when webpages are opened. It has a network of over 44 million webpages and is growing by 200,000 pages per day. An independent audit verified that NetAudioAds reaches over 27 million unique listeners with over 8 million ad plays per day. The document provides information on NetAudioAds' pricing and targeting options.
NetAudioAds is an online audio advertising platform that plays 5-second audio ads when webpages are opened. It has a network of over 44 million webpages and is growing by 200,000 pages per day. An independent audit verified that NetAudioAds reaches over 27 million unique listeners with over 8 million ad plays per day. The document discusses various pricing models and metrics for NetAudioAds audio ads.
Content Marketing for the Travel Industry.pptxTaheraRaza
Content Marketing in the travel industry is a vital marketing approach. These are some of the best examples of content marketing by the biggest names in the business.
Informe del impacto de la inversión promocional en "Brand USA"David Mora
Brand USA marketing aims to increase tourism to the US by promoting the country as a destination. An analysis found that Brand USA generated $3.4 billion in additional visitor spending in 2013 through marketing campaigns in key international markets. Brand USA spent $72 million on marketing, yielding an estimated return on investment of 47:1. Destination marketing
Travelindream aims to be a leading travel intelligence media company providing news and information to the global travel industry. It provides travelers with the right information to make smart travel decisions. Travelindream's platform gives access to global tourism and hospitality industry news, trends, and innovations. It also offers a travel loyalty program called Travel Smart Card which provides discounts at hotels and airlines. Travelindream analyzes emerging trends and sees potential in the growing tourism markets of Bangladesh and globally.
• 20 minute sales presentation convincing Atlantic City Tourism to allocate a substantial portion of the media budget to a Gannett medium (USA Today)
• Identified target market through Simmons, MRI+, Mintel, and comScore
• Presented to two Gannett clients sitting in as Atlantic City Tourism representatives
Bill Allen, President of TIAO, gave a presentation on how tourism businesses can outsmart their competition without outspending them. He discussed defining the target market, creating a memorable experience for visitors, expanding products and seasons, and stretching promotional dollars. New media and understanding who the real competition is were also covered. The EnAbling Change project was introduced, which provides training to tourism businesses on customer service standards under Ontario's AODA accessibility laws.
- The document provides an analysis of Dubai's demographic, economic, political, legal, and cultural environment as context for a wine company considering entering the Dubai market.
- Key points include Dubai's population growth rate of 16% and diverse cultural makeup, relatively low inflation rates since the 2008 crisis, and regulations around alcohol distribution and advertising given Islamic influences.
- The tourism and hotel industry in Dubai is sizable and growing, presenting opportunities for the wine company to target tourists through distribution to hotels. However, cultural sensitivities require an indirect distribution approach working with a local distributor.
Insignia Tourism Marketing is an Indian company that specializes in customized outbound tourism experiences. It entered the market in 1998 with a focus on unique, personalized vacations for independent travelers ("FITs") under its brand "Mosaic Holidays". The company operates through a network of travel agents but faces gaps in its service model including a limited geographic footprint and lack of exclusivity and product knowledge among distributors. To address these issues, the company plans to adopt a "mass through niche" direct marketing approach with a wider range of specialized package types to appeal to different customer segments.
Looking Beyond Programmatic: Re-Balancing Digital and Mobile AdvertisingCreative Digital Agency
Creative Digital Agency CEO Jin Kim discusses how programmatic-heavy ad strategies are limiting longterm ROI, and how digital advertisers are switching tactics to boost performance.
Vikas Gulati presented on audience targeting and boosting display advertising ROI. Some key points included:
1. Display advertising spending is increasing worldwide and online video ads will become more common.
2. New technologies like real-time bidding and data-driven marketing through audience targeting can help drive growth in the display advertising industry.
3. Case studies on search and site retargeting showed how re-engaging past customers through banner ads led to increased conversions and lower costs per booking or action.
4. Clients reported that sophisticated targeting capabilities on Sprice Travel Network improved conversion rates and costs compared to other networks.
TBF 2011 - PANEL 2: "Evolution of Tourism marketing"Karla Witte
PANELISTS:
Antonio Batanero, Director of Distribution & Ecommerce at Sol Meliá Hotels & Resorts
Fernando Harb, Director of Sales at Greater Fort Lauderdale Convention & Visitors Bureau
Rick Still, CEO of OnTrade Travel
Ricardo Casco, Director of Latin America & Caribbean for AVIS Budget Group
Steve Smith Assistant: Latoya Williams
O: 404.207.4745 O: 404.207.4745
E: Steve@rashidbrown.com E: Latoya@rashidbrown.com
Tour Director: Terrance Jones
O: 404.207.4745
E: Terrance@rashidbrown.com
Tour Manager: Jasmine Green
O: 404.207.4745
E: Jasmine@rashidbrown.com
Tour Coordinator: Shamika Brown
O: 404.207.4745
E: Shamika@rashidbrown.com
Tour Videographer:
Quarterly Statistics on Media, Mobile, Social Media and AdvertisingEM3
The document provides a summary of marketing data and trends from various sources. Some key findings include:
- Online news audiences grew 17% in 2010 while other platforms declined, and online ad revenues are projected to surpass print newspapers for the first time.
- Television spending saw the best growth of major media at 10.3% in 2010. Radio spending was also up 7.6% led by national spot radio. Newspaper spending declined 3.5%.
- 23% of Americans said they would pay $5 per month for online access to their local newspaper. The top print media brands also lead in online traffic.
- A survey found B2B and B2C marketers now rely
This document provides an overview of advertising spending and market trends based on Ad Age's annual Marketing Fact Pack. It lists the top 25 U.S. and global advertisers by total ad spending in 2012. The largest U.S. advertiser was Procter & Gamble and the largest global advertiser was also Procter & Gamble. It also shows advertising growth rates for the U.S. and worldwide from 2007 to 2016, with the U.S. projected to grow 4.4% in 2014 and worldwide projected to grow 5.5% in 2014. The biggest ad medium remains television, though internet is the fastest growing.
Similar to Busa travelocity training 4.3.2013 (20)
2. Global Marketing Partner
to the Travel Industry
• Promote the United States as a premier
travel destination
• Established by the Travel Promotion Act
• Partner investments matched with
ESTA funds (Electronic System for Travel
Authorization) required by Visa Waiver
Program (not taxpayer dollars)
3. Roles in the Travel Industry
TRAVEL
PROMOTE ADVOCATE
&
Lead the Nation’s TOURISM Advocate for policies
global marketing effort to remove travel
INDUSTRY barriers
Communicate US entry
and security processes Communicate benefits
of Travel to
Create a welcoming ADVISE policymakers
experience for
International tourists Provide industry
networking
opportunities
Advise the Secretary of Commerce on
Issues Affecting the Travel Industry
4. Funding Model
• Private sector funding is required to receive ESTA funds
Cash or in-kind investment
Minimum cash requirement is 20%, and in-kind can be up to 80%, but not
required
$1 matching As much as
$1 from cash or funds received $100M+ could be
from ESTA invested in direct
in-kind Brand USA
contribution funds
($2 received thru marketing to the
9/12) USA
• Advertising
• Sponsorships Funded by $14 fee paid to The marketing fund
• Co-op Marketing ESTA by travelers from 36 created by the ESTA fee
• Licensing visa waiver countries is capped at $100M
• Publications annually
• Joint Media Buys
* 2:1 match through
September 30, 2012
• Trade Shows
5. To Seize the Moment
• Global travel is booming – expected to double to
$2.1 trillion by 2020
• Arrivals to the United States expected to increase
36% from 59.7 million travelers in 2010 to
81 million travelers in 2016
• Equates to an additional $88 billion in revenues
and 629,000 jobs
33 TRAVELERS
6. Consumer Advertising Market Launches
South Korea
Current Australia
Sept 2013
Markets: Dec 2013
Canada Germany
Brazil
Nov-Dec 2013
Japan Jun & Sept 2013
UK Japan
Canada
Mar-Apr & Sept-Oct 2013
Feb-Mar & May-Jun 2013; )
Mexico
China
Jun 2013
July & Oct-Nov 2013
United Kingdom
Feb-Mar, May & Sept-Oct 2013
6
7. Brand USA Media Planning Overview
Brand USA will match advertisers cash investment 1:1
Travelocity will match Brand USA’s cash investment 2:1 (In-kind Contribution
Example:
This media will run on the
Advertiser cash investment $20,000 international site for the
advertiser
Brand USA matches this with 1:1 cash investment $20,000
This media will be solely
Travelocity matches Brand USA 2:1 (In-kind Contribution) $40,000 dedicated to Brand USA
8. Advertiser Requirements
1. Must include the Brand USA logo in ad media
2. Must include the Brand USA logo on landing page
3. Must only be promoting on International POS (no domestic!)
4. Must be a US Travel Supplier, US Travel Seller, US Destination
5. If previous Brand USA advertiser with Travelocity, advertiser must
renew at the same investment and use the Brand USA dollar to
EXTEND the reach of the marketing efforts (not a subsidy program).
6. Minimum new advertiser campaign is $10,000
9. Requirements
Advertiser Media Rules
1. Media must run on International sites to drive US inbound travel
2. Advertiser ads must include Brand USA logo
3. Advertiser landing page must include Brand USA logo
4. If a past advertiser; must renew at the same investment level as they have previously
spent – using Brand USA dollars to EXTEND THEIR REACH vs. SUBSIDIZE THEIR BUY
Brand USA In-Kind Media Rules (NOT TO BE COMMUNICATED TO
ADVERTISER)
1. Ads for Brand USA/Discover America must be 100% SOV for DiscoverAmerica
2. Ads can link to Brand USA/Discover America landing page
3. Brand USA landing page can (and should) merchandise multiple US travel partners
(Brand USA partners of Travelocity) to provide leveraged exposure for those participating
in the coop
4. In-Kind should be established a agreed upon fair market value cpm across each of the
channels – not at Rack Rate. This must be a verified cpm based on what is usually
charged to paid placements
10. Process Workflow
Contract Submission
Please submit IO’s to: contracts@thebrandusa.com copy Guy Miller
guy.miller@travelocity.com
IO’s must include the line items:
• Brand USA Investment
• Advertiser Investment
• Travelocity In-Kind Contribution to Brand USA (reflecting the 2:1)
• IO’s must be signed by advertiser and BRAND USA.
In-Kind Submission Form
We are responsible for submitting a monthly In-Kind Submission Form. This
form must include:
The name of each Brand USA Advertiser, IO#, Impressions, CPM, Value of
each media drop. I will be asking you all to provide detail for this so I can
submit a single report for the whole company.
11. Billing Information
Payment
ALL invoices to Brand USA must be sent with proof of performance to
accountspayable@thebrandusa.com
LOA Partners: Full Amount
• Advertiser Name: Brand USA/xxx Advertiser COOP
• Billing: 1725 Eye Street, 8th Floor Washington, DC 20006
• Send via email: accountspayable@thebrandusa.com
Non-LOA Partners:
• Bill 50% of Cost to Brand USA *as listed above
• Bill 50% Direct to Advertiser (separate IO)
Invoices
Brand USA now requires "proof of performance" in order to pay each invoice
received from publishers. Please send final creative of all Brand USA co-op
advertising and delivery report, with each invoice sent to the Accounts Payable
address.
12. LOA Partners?
What is an LOA partner?
An LOA partner is US Travel Industry Member or US Travel
Seller that has contributed cash to Brand USA to use towards
International Marketing Initiatives.
To find out if you are selling to an LOA partner, please email
contracts@thebrandusa.com before putting together your IO
so you know how to create the IO (one IO with 100% billing to
Brand USA) or for NON-LOA (two IO’s – one direct to advertiser
and one for Brand USA). In-Kind media allocation will be listed
for NON-LOA customers on the Brand USA IO showing a 2:1 In-
Kind match on the Brand USA investment.
13. Reporting provided at corporate level
Reporting Requirements:
Monthly Reporting per Point Of Sale will be required in specific format that will be distributed to all publishers.
A set of brief, but strict, instructions will be provided with the reporting tool to all publishers.
Reporting will include: Distribution Production:
Ad and Online Media Performance: Total Passengers (air + hotel + vacation)
# Co-op Impressions - Advertiser + BUSA Prior Year Total Passengers (air + hotel + vacation)
# Co-op Clicks - Advertiser + BUSA YOY Total Passengers Change (air + hotel + vacation)
CTR Co-op Impressions - Advertiser + BUSA Total Bookings (air + hotel + vacation)
Total Co-op Spend - Advertiser + BUSA Prior Year Total Bookings (air + hotel + vacation)
CPC Co-op - Advertiser + BUSA YOY Total Bookings Change (air + hotel + vacation)
In-Kind Impressions - Advertiser + BUSA Total Revenue (air + hotel + vacation)
In-Kind Impressions - BUSA only Prior Year Total Revenue (air + hotel + vacation)
In-Kind Clicks - BUSA only YOY Total Revenue Change (air + hotel + vacation)
CTR In-Kind BUSA only Impressions Average # of People Traveling Per Booking
Total In-Kind Cash Value - BUSA only Average LOS
CPC In-Kind BUSA only Booking Window Air
# Paid BUSA Impressions (non-co-op) Booking Window Hotel
# Paid BUSA Clicks (non-co-op) Booking Window Vacation Package
CTR Paid BUSA Impressions (non-co-op) Look to Book Window
Total Spend Paid BUSA (non-co-op) Market Share of Total International Bookings
CPC Paid BUSA (non-co-op) Prior Year Market Share of Total International Bookings
BUSA Landing Page Traffic
Time on Landing Page Ad Reporting:
Cost Per Visit ($ invested Brand / # of visits) Coop Ad Delivery Report
Post Impression Activity Data to DA.com In-Kind Ad Delivery Report
# number of US Content searches
% Change YOY of US Content Searches Production Reporting:
Booking, Passenger, Revenue, Length of Stay, Booking Window Per Product
Type (air, hotel, package)– Per Point of Sale with YOY Measurements / Change.
14. Due dates for Travelocity for reporting on overall
coop participation and production
OTAs Complete Raw Data incl.
Report Month Ad Performance AND Revenue Results
DUE 2ND WEDNESDAY OF FOLLOWING REPORTING MONTH
January 2013 Feb 13 2013
February 2013 Mar 13 2013
March 2013 Apr 10 2013
April 2013 May 8 2013
May 2013 Jun 12 2013
June 2013 Jul 10 2013
July 2013 Aug 14 2013
August 2013 Sep 11 2013
September 2013 Oct 9 2013
October 2013 Nov 13 2013
November 2013 Dec 11 2013
December 2013 Jan 8 2014
Editor's Notes
Replace with a map that adds countries we launched, next 6 and then the remaining 7