New Orleans August 22, 2017

2017 LT. GOVERNOR’S

TOURISM SUMMIT

The Benefits of Brand USA to the DMO

Community

Thank You, Louisiana!

BRAND USA OVERVIEW & UPDATE

#1 Services Export ü  78 million international visitors spent $246 billion ü  35% of U.S. service exports - 11% of all U.S. exports

2.7% of GDP ü  $1.6 trillion in economic output ü  $141.5 billion in tax revenue

7.9 Million Jobs Supported by Travel ü  5.5 million direct; 2.4 million indirect ü  Top 10 employer in 49 states and DC ü  1.1 million jobs supported by international travelers

International Visitation Enhances the Image of the USA ü  74% more likely to have a favorable view of the USA ü  61% more likely to support U.S. policies

Travel Powers the Economy and Enhances the Image of the USA

Industry Defining Moments

TheTravelPromo,onAct

passesandissignedintolaw

Execu,veOrdercallingforvisaefficienciesa

Na,onalTravelandTourismStrategy

Presiden,alMemorandumonTravelandTourismre:entryefficiencies

BrandUSAisreauthorized

March2010 January2012 May2014 December2014

Contributions are Generated by Non-Taxpayer Funds

$14

$4 $10

Travelerfromoneof38VisaWaiverProgramcountriesregisterstovisittheUSA

TravelPromo,onFundESTAProgramExpenses

$100MillionfromContributors

$100MillionfromtheTravelPromo,onFund

Upto$200MillioninFunding

Leadership Roles in the Travel Industry to Increase International Travel to the USA

●  Created by the Travel Promotion Act in 2010 ●  The nation’s first public-private partnership to promote travel to the USA ●  More than 700 partners since 2011

Mission: Increase international visitation, spend and market share in order to fuel the U.S. economy and enhance the image of the United States worldwide. Vision: Our vision is to be the best in class national destination marketing organization - earning the USA the largest share of the global travel market and significantly contributing to job creation, GDP, export growth and tax revenues.

The Destination Marketing Organization for the United States

Statement of Purpose: Foundational Elements

Build and maintain trusted relationships with stakeholders worldwide through inclusive, proactive and transparent outreach with a commitment to compliance and

integrity through words, actions and results

Maximize and optimize ROI of Brand USA

resources by deploying the right

messages, through the right channels, in the right markets,

at the right times and at the right investment levels

Promote the entirety of the USA

with innovative marketing that supports all 50 states, the District of Columbia and five territories to, through and beyond the gateways

Add and create value by pioneering cooperative marketing

platforms and programs that grow and leverage the USA brand in ways our

Partners would be challenged or unable to do on their own

Inspire, inform welcome and thank travelers

while accurately communicating vital and compelling information

about visa & entry policies

The USA Campaign Consumer marketing campaigns in 14 markets that generate more than 80% of inbound travel to the USA

●  Canada●  China

● Mexico

●  SouthKorea●  Australia●  Brazil

●  India●  Japan

●  France●  Germany

●  UnitedKingdom

International Offices: Travel Media & Trade Relationships in 20 Markets

●  Canada ●  Mexico & Central America ●  Brazil ●  UK & Ireland ●  Germany, Austria & Switzerland ●  India ●  Australia & New Zealand ●  China (4 offices) ●  Hong Kong, Taiwan & Singapore ●  Japan ●  South Korea

Marketing Initiatives in 40 markets: Reaching more than 90% of inbound travel to the USA

Over the past four years, Brand USA’s marketing efforts have generated:

FY 17-18 CONSUMER MARKETING

CAMPAIGN HISTORY

SEEHOWFARYOUCANGO

ALLWITHINYOURREACH

DISCOVERTHISLAND

2017 - 2015 - 2016

* FPO layout example - not final images or copy

2012 – 2015

Createrelevancebytarge/ngmindsetsandmo/va/ons

Buildonanownablefounda/on

Makeitrealwithtraveli/nerariesandtripsugges/ons

2017 Strategy: The 3 Ps

The Personas

•  We’vesegmentedour14marketsintofourmainpersonas:ExcitementBold,ExcitementLight,Local,andEscape

•  Thepersonaswerederivedfromextensivemarketresearchanalyzingtheuniquedemographics,psychographicsandleadtripmo/va/onsofourcoretravelersacrosseachmarket

Localized Across Markets and Platforms

Persona

Market

Local :30

Local travelers desire niche and intimate experiences that epitomize the place that they’re visiting. To them, the highest quality

experiences are the off-the-beaten-path discoveries they make by immersing themselves in local culture

PLACEHOLDERFOR02-LOCALVIDEO

Escape :30

These travelers go out of their way to break routine so that they end up in unfamiliar territories, by traveling far distances, and

seeking out secluded destinations. In doing so, they remove themselves from the daily grind, and end up crafting a unique story

wherever they go.

PLACEHOLDERFOR03-ESCAPEVIDEO

Excitement Bold :30

These travelers are seeking the USA’s diverse and new experiences to break from routine and ‘find happiness’. They’re attracted to live/

sporting events, nightlife, energetic activities, like biking or surfing, and overall experiences that offer a wellspring of ‘out of the norm’

experiences.

PLACEHOLDERFOR04–EXCITEMENTBOLDVIDEO

AMERICA WILD & AMERICA’S TREASURES

On the eve of the 100th anniversary of America’s National Parks, we set out to tell the extraordinary story of their history and diversity, and to show how much these majestic landscapes improve our lives by offering each of us a place to play as well as

sanctuary from the modern world. We aimed to inspire global audiences to get off the beaten path and find their own thrilling off-trail adventures awaiting them deep inside the American wilderness.

It is evident from the phenomenal reception the film and our broader Great Outdoors campaign has received from all over the world that National Parks Adventure will inspire many people for years to come to make one of America’s national parks their

next travel destination.

B R A N D U S A

A M E R I C A ' S T R E A S U R E S

FLAGSHIPFlagship platform of a new global

strategy focused on music and culture.

UNIVERSAL LANGUAGEUsing the universal language of music, the

film explores various cultural centers around the USA through the lenses of some of their

biggest musical stars

PARTNER RECAP

Letter of Agreement •  FY12: $500,000 = $205,000 in Marketing Value

•  FY13: $910,000 = $14,755,624 in Marketing Value •  FY14: $700,000 = $3,476,000 in Marketing Value •  FY15: $2,600,000 = $3,127,976 in Marketing Value

Total In-Kind Contribution •  $70,050

Louisiana Office of Tourism Recap

•  Louisiana Office of Tourism is a Diamond Level Partner!

Three Paths to Value

Brand USA

Originals

Affinity Programs

Market Specific

Three Paths to Value

Louisiana Office of Tourism Recap

Brand USA Originals and Affinity Programs 2013•  WebsiteCrea/on•  VideoCo-opProgram•  Inspira/onGuide

2014•  ChinaMul/-ChannelProgram•  BrazilMul/-ChannelProgram•  TravelZooCampaign•  Essen/allyAmerica•  Inspira/onGuide

Louisiana Office of Tourism Recap

Brand USA Originals and Affinity Programs

2015•  JapanMul/ChannelProgram•  UKMul/ChannelProgram•  AustraliaMul/ChannelProgram•  ChinaMul/ChannelProgram•  MexicoMul/ChannelProgram•  GermanyMul/ChannelProgram•  BrazilMul/ChannelProgram•  CulinaryProgramTier2•  FoodNetworkChefVigneVes•  ESPN•  Inspira/onGuide•  RockeYuelProgram•  WebsiteCrea/on•  VideoCo-opProgram•  ExpoMilano•  BTAGala

2016•  ChinaMul/-ChannelProgram•  BrazilMul/-ChannelProgram•  FranceMul/-ChannelProgram•  CanadaEastMul/-ChannelProgram•  CustomCanadaMul/-ChannelProgram•  AustraliaMul/-ChannelProgram•  JapanMul/-ChannelProgram•  GermanyMul/-ChannelProgram•  UKMul/-ChannelProgram•  TravelZooCampaign•  WTMTaxis•  FoodNetwork–Jeni&Ollysegment•  Essen/allyAmerica•  Inspira/onGuide•  UKTimes•  BBC

2017•  AustraliaMul/-ChannelProgram•  BrazilMul/-ChannelProgram•  CanadaWestMul/-ChannelProgram•  CanadaEastMul/-ChannelProgram•  ChinaMul/-ChannelProgram•  GermanyMul/-ChannelProgram•  MexicoMul/-ChannelProgram•  UKMul/-ChannelProgram•  JapanMul/-ChannelProgram•  CustomGermanyMul/-ChannelProgram

•  CustomFranceMul/-ChannelProgram•  GoUSA.cn•  VisitTheUSAcontent&videoopps•  CulinaryThema/cVer/cals•  Inspira/onGuide

Louisiana was the first City/State Co-op partner launching this program in 2015.

There are now 21 states that participate in the City/State Co-op programs.

2016 Louisiana Partner Programs VisitTheUSA.com

*Timeperiod:LOT2015-16fiscalyearPictured:LakeCharlesExperiencePage

•  Produced 36 videos

•  Generating more than 2.8 million impressions, 64k clicks, and an impressive 2.29% CTR

2015/16 Louisiana Partner Programs Video Services

•  575,000+print&30milliondigitalimpressions

•  Launchedin21countrieswith9differentlanguageversions

•  Printdistribu/onthroughBrandUSApavilionsatglobaltradeshows,U.S.Embassychannels,travelagentloca/ons,andtargetedconsumerdistribu/on

•  DigitalreachthrougheBookedi/on,socialposts,andcampaignsontoptravelnetworks.

2016 Inspiration Guide

2016 Louisiana Co-op Spring Canada Multi-Channel Program (Custom)

Discover th is land, l ike never before.

TASTY EATS, LIVE MUSIC & MORE Fun FESTIVALSTop Places to SHOPHistoric Sites & Gardens

L O U I S I A N AL O U I S I A N A

Fun FESTIVALSTop Places to SHOPHistoric Sites & Gardens

TotalMediaValue:$220,000

IncooperaDonwith:•  LakeCharles/SouthwestLouisianaCVB•  Shreveport–BossierCTB•  NewOrleansPlantaDonCountry•  Alexandria/PinevilleAreaCVB•  St.TammanyParishTCC•  VisitBatonRouge•  LafayeQeCVB•  HoumaAreaCVB•  NewOrleansCVB

Additional Multi-Channels 2016

TotalImpressions:3,200,000TotalValue:$110,000/$180,000

France,Spring2016Mul/-Channel

Germany,Winter2015Mul/-ChannelTotalImpressions:3,600,000TotalValue:$92,700/$333,000

China,Spring2016Mul/-ChannelTotalImpressions:942,000TotalValue:$119,250/$395,000

8 Partez à la découverte d’une autre USA.

Additional Multi-Channels 2016

Japan,Spring2016Mul/-ChannelTotalImpressions:3,400,000TotalValue:$134,700

Brazil,Spring2016Mul/-ChannelTotalImpressions:3,200,000TotalValue:$106,875

Brazil,Fall2015Mul/-ChannelTotalImpressions:2,700,000TotalValue:$80,550

Additional Multi-Channels 2016

UK,Winter2016Mul/-Channel

Australia,Winter2015Mul/-Channel

TotalImpressions:3,760,000TotalValue:$130,875/$390,000

2015TotalImpressions:2,660,000TotalValue:$102,000/$298,000

2016TotalImpressions:4.700,000TotalValue:$127,500/$236,000

CorrespondingCrea/ve

Australia,Winter2016Mul/-Channel

2017 Custom Multi-Channel + Launch of New Flights

●  Everywhere Bespoke - Germany –  Campaign Timing: April – June 2017 –  Online display advertising: Mixed banners and

social Facebook sponsor ads –  In-store screen promotion –  Agent training/trade events –  Package value: $260,880

●  Everywhere Bespoke – UK –  Campaign Timing: January – March 2017 –  Online display advertising: Mixed banners and

Facebook sponsor ads –  In-store screen promotion –  Agent training/trade events –  E-brochure; dedicated Louisiana e-brochure –  Package value: $260,880

Regional Connection

ENGAGE WITH BRAND USA

ONLY IN TOURISM

GET ON BOARD

•  Partner with local CVB/COC

•  Participate in LOT-led co-op

•  Inspiration Guide

•  Multi-Channel Programs

•  Custom campaigns

•  Content, content, content!

•  Connect with us on social media: Email socialmedia@thebrandusa.com

Thank You!

Thank You! www.TheBrandUSA.com

www.VisitTheUSA.com

@BrandUSA

VisitTheUSA

BrandUSA

Like/Follow/Share

BrandUSATV

@VisitTheUSA

Travel Industry

Consumer

BrandUSATV

VisitTheUSA

VisitTheUSA

Thank You!