brand usa updates and ways to partner together
DESCRIPTION
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.TRANSCRIPT
Travel Oregon
Governor’s Conference on Tourism
April 28, 2014
new jobs supported 53,181
Accomplishments in Brief
billion in visitor spending
$3.4 million visitors 1.1
received in partner contributions
from the private sector
million $130 Over
contributions from FY12
doubled More than
97% partner retention rate 33%
Partnerships
up by
● 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
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
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
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
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
-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)
-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)
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
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%
Canada
Mexico
United Kingdom
South Korea
Brazil
Japan
Australia
Germany
France
India
Russia
China
DREAM CONSIDER ACTIVATE TRAVEL SHARE
Target Travel Cycle Phase
Travel Life Cycle
Dream Travel Share Consider Activate
Land of
dreams,
TV ads
DREAM
Search,
display ads
CONSIDER
OTA/tour
operator
promotions
ACTIVATE
Arrival
video
TRAVEL
Social
channels
SHARE
Image Testing
Anthem: Current Spot 8 Core + 7 Test Scenes
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
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
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
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
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
Overall Most Appealing
Emotional Branding Framework
Receptiveness Familiarity Joy
Curiosity Trust Passion
Relationship Pride
Admiration Identity
Pleasure
NO EMOTION INTEREST AFFECTION DESIRE
Growth Markets:
● Germany
● Mexico
● Japan
● India
● South Korea
● Australia & New Zealand
● China, Hong Kong, Taiwan
● Brazil
Established and Growth Markets
Established Markets:
● UK
● Canada
Partner Commitment
● Deliver compelling content versus “advertising”
● Leverage scale for efficiency
● Foster partnership and collaboration
● Create unique opportunities
Three Paths to Value
Brand USA Originals
Affinity Programs
Market Specific
Co-op Marketing Programs Brand USA Originals
Partner Driven Co-ops The Travel Channel
Broadcast in 147 Countries
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
Brand USA Originals
November 2013
May 2014
MegaFam Trips FY14
May 2014
October 2014
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
USA Discovery Program
● Live in the UK
– 2,500 agents
● Connect to your training program
● Build custom module
● Launching
– Australia
– India
– China
– Brazil
Co-op Program Highlights
● 550,000 copies were produced
in 10 languages
● Digital Impressions
Estimated: 10 million Actual: 135 million
2014 Inspiration Guide
Brand USA Originals
● 25 states
● 137 cities
In-Language Content
● 510 videos
● 4,300 photos
● 18 languages
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
● In-Language video
● Additional themed platforms
– Shopping
– Ski
– Golf
– Great outdoors
– The local perspective
● Distribution platforms
– Brand USA – True View and others
Brand USA Originals
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
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
Brand USA Originals
● Integrated Google Maps
● Comprehensive trip planning and sharing features
● Instagram overlay onto a map of the USA
DiscoverAmerica.com
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
Brand USA Originals Calendar of Events
Brand USA Originals
● Distributed in 11 markets and 6 languages
● Discover America content for the consumer
● Content media push
Culinary Guide
®
Brand USA Affinity Programs
Market Specific Programs
Co-op Marketing Programs
● 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
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
Missions
Hong Kong Mission November 2014
China Mission October 2014
India Mission September 2014
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
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
Discussion
Thank you!