produkti turistik dhe marketingu i tij rasti i (california - 0607)

8/12/2019 Produkti Turistik Dhe Marketingu i Tij Rasti i (California - 0607)

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Y E A R I N R E V I E W

C A L I F O R N I A T R A V E L & T O U R I S M C O M M I S S I O N

page 24

LOOKING AHEAD:

THE 2007

REFERENDUM

AND MORE

TOURISM MARKETING BUDGET

GROWS TO $50 MILLIONpage 2

page 20

INTERNATIONAL

MEDIA RELATIONS

RESULTS TOP

$84 MILLION

page 9

NATIONAL

AD CAMPAIGN

DEBUTS AT

THE OSCARS

page 18

CTTC ATTENDS

WORLDS LARGEST

INTERNATIONAL

TRAVEL TRADE

EVENTS

page 13

INDUSTRY PARTNERS

ACKNOWLEDGED

FOR MARKETING

EXCELLENCE

page 23

THREE NEW

CALIFORNIA

WELCOME

CENTERS OPEN


2/32

It is truly an exciting time to be part of

Californias tourism economic engine.

Californias domestic market share made

its largest gain in recent years, tourism

funding levels are at a record high and

strategic marketing initiatives continue

to position California as one of the

worlds premier travel destinations.

Te California ravel and ourism

Commission (CC) highlights many

of these industry achievements here in

Insights Year in Review.

Governor Signs AB 2592 Creating

$50 Million Budget

Last year, Governor Schwarzenegger signed

AB 2592 into law, allowing the tourism

industry to collect additional assessmentson passenger car rentals at airports

and lodging properties. In addition to

assessment collections from other industry

segments, this landmark legislation

allocated $50 million for FY 07/08 for

tourism marketing (up from $25 million

in FY 06/07). Tis dramatic increase in

resources will allow the CC to greatly

expand its marketing programs, directly

benefiting tourism businesses.

Governors International Trade

and Tourism Mission

Te CC partnered with Governor

Schwarzenegger on two high-profile

international trade and tourism missions

this past year to promote California as a

premier travel destination to consumers

in Mexico and Canada. Te CC plans

Caroline Beteta

CTTC Executive Director

Deputy Secretary for Tourism

Business, Transportation and Housing Agency

Executive Directors Message

to once again leverage its partnership with

the Governors Office on a mission to

India in early 2008, one of the worlds

fastest growing economies as well as

travel markets.

Brand Marketing

Millions of viewers watch the AcademyAwards for a glimpse of their favorite

Hollywood stars. Te CC launched

its national spring/summer 2007

advertising campaign during coverage of

the Oscars and continued it through June.

According to Strategic Marketing &

Research, Inc. (SMARI), such high-profile

advertising efforts have ranked Californias

commercials as having the best recall

among all tourism destinations in theU.S. Unique advertising and original

marketing initiatives including media

relations, travel trade and cooperative

programs and an expanded Web site,

reinforce the California brand giving

consumers more reasons to visit.

CTTC Welcomes Secretary Dale Bonner

Te CC is pleased to welcome Dale

Bonner, who was appointed by the

Governor in January as the Secretary of

the Business, ransportation and Housing

Agency (B&H) and CC Chair, to

the CCs statewide tourism industry

team. Secretary Bonner brings a wealth

of experience to the organization that will

be instrumental in assisting the industry

in its new endeavors. Te CC thanks

former Chair and B&H Secretary Sunne

Wright McPeak, who left the administratio

in November 2006, for her strong support

and many contributions.

Tourism Assessment Referendum

Assessed businesses will be asked this

November to renew the ourism Marketing

Act and Assessment Program (a renewalwhich is required by the industry every

six years) that funds the CC and its

marketing efforts. Recent gains in Californi

market share demonstrate the positive

impact that CC marketing programs

have on the states economy. With

additional funding in place, the CC

looks forward to continuing its work

with travel industry partners.

2

California Travel and Tourism Commission

Executive Directors Message


3/32

CALIFORNIA TRAVEL & TOURISM COMMISSION

Highlights of the Year

THE PROOF OF THE INDUSTRY-LED CTTCS SUCCESS IS IN

THE RESULTS. JUST LAST YEAR, CALIFORNIA MET ITS 2010

DOMESTIC MARKET SHARE GOALS AN ASTONISHING FIVE

YEARS AHEAD OF SCHEDULE AND MORE IMPORTANTLY,

FINALLY RETURNING THE STATE TO PRE-9/11 SHARE LEVELS.

CALIFORNIA DOMESTIC MARKET SHARE CLIMBED FROM

11.1 PERCENT TO 11.6 PERCENTTHE BIGGEST INCREASE IN

RECENT YEARS, WHICH TRANSLATES INTO $3.06 BILLION IN

ADDITIONAL TRAVEL SPENDING; 30,300 TRAVEL-RELATED

JOBS AND $115.7 MILLION IN ADDITIONAL STATE REVENUE.

CAROLINE BETETA

CTTC EXECUTIVE DIRECTOR

VISITCALIFORNIA.COM/YEARINREVIEW 1

Insights Year In Review 20062007


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Unprecedented $50 MillionAllocated to ourism Marketing

The CTTC developed a 5-Year Strategic Marketing

Plan to guide and support the CTTCs collaborative

and progressive global marketing initiatives based

on an unprecedented budget of $50 million.

History was made when Governor Schwarzenegger signed

AB 2592 into law in September 2006. This monumental

legislation allocated a record $50 million to the states tourism

budget. Funding levels of this magnitude will allow the CTTC

to significantly expand its marketing programs, while engaging

deeply in critical research and long-term program planning for the

benefit of Californias economic development far beyond 2013.

The budget increase is a result of an additional tourism assessment

program for the passenger car rental industry. In addition to

assessment collections from the accommodations, restaurants and

retail, and attractions and recreation segments, AB 2592 allocated

$25 million from the passenger car rental industry for FY 06/07

and $50 million for FY 07/08 for tourism marketing.

With $50 million, the CTTC will be able to significantly

strengthen and expand current marketing and advertising efforts

in key existing domestic and international markets, and introduce

the California brand to long-haul domestic and international

markets. Increased funding will also allow the CTTC to reach out

to niche markets with volume/revenue potential, expand seasonal

coverage to drive year-round visitation, and invest in technology

programs such as Web sites, RSS feeds and e-newsletters to reach

global mass markets.

Advertising and technology, representing approximately

70 percent of the $50 million budget, are expected to have themost influence in driving CTTC programs. Advertising remains

the largest program expenditure, while investment in technology

and international programs increased over past years budgets.

CTTC GUIDING PRINCIPLES

Do what the industry cannot do for itselfthe CTTC

will provide a statewide marketing platform to promote

the California brand.

Leverage cooperative programs and focus on

international and new market developmentthe

CTTC will introduce the California brand to far-reaching

audiences and establish strategic alliances with trusted

in-market brands.

Evaluate programs return on investment (ROI) and

measures on major programsthe CTTC will track and

evaluate market penetration and program impact on

attracting leisure travelers.

Focus on out-of-state and international audiences

CTTC marketing programs will serve to attract new

consumers to California, while providing industry

partners with opportunities to reach new markets

that are otherwise cost-prohibitive.

Support assessed businessesthe CTTC will be a

resource to assessed tourism businesses by providing

marketing opportunities, a technology link to reach

mass consumers, and tourism research material vital

to the success of their operation.

Establish a technology link for all programsthe

CTTC will use technology and innovation to create

targeted, timely and cost-effective brand messages

for the industry, including assessed businesses,

travel trade, media and consumers.

Align with key California Convention and Visitor

Bureaus (CVBs)the CTTC will coordinate resources

based on high-impact programs and initiatives.

Budget2



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FIVE CORE STRATEGIES DRIVE THE STRATEGIC MARKETING PLAN:

TOTAL BUDGET BY DISCIPLINECONTRIBUTIONS BY INDUSTRY SEGMENT

1.Protect and

maintain volume

in domestic

primary markets.

2.Reach new

visitors in

national

opportunity

markets.

3.Expand

marketing

and seasonal

coverage to

drive year-

round visitation.

4.Deepen efforts

in primary

international

markets.

5.Develop technology

platform to extend

reach and impact.

STRATEGIC RESULTS IN DOMESTIC AND INTERNATIONAL

MARKETS WILL BE ACHIEVED THROUGH ANNUAL WORK PLANS

THAT OUTLINE SPECIFIC PROGRAMS FORBRAND ADVERTISING,COOPERATIVE PROMOTIONS, TECHNOLOGY, PUBLICATIONS,

COMMUNICATIONS, TRAVEL TRADE, RESEARCH, RURAL TOURISM

AND CALIFORNIA WELCOME CENTERS.

79%

60%

8%

6%

5%

4%

4%2%

1%


6/32

MEXICO TRADE AND TOURISM MISSION

The missions signature event in Mexico City featured an

exclusive premiere of the IMAX lm, Adventures In Wild

California, which had yet to be released in the Mexico

City market, and a California food and wine lifestyle

reception. The California Tourism delegation consisted

of the Anaheim/Orange County Visitor & ConventionBureau; California Ski Industry Association; CityPass,

Inc.; Walt Disney Parks and Resorts; Handlery Union

Square Hotel; Kautz Ironstone Vineyards; LA INC., The

Convention and Visitors Bureau; SeaWorld San Diego

and Universal Studios Hollywood.

California Tourism joined Governor Schwarzenegger,

rst lady Maria Shriver, and delegates representing

Californias agriculture, tourism and business communities

on a Trade and Tourism Mission to Mexico in November

2006. Mexico is Californias top international tourism

market with more than double the total volume of travelfrom Europe and Asia combined.

During the mission, the Governor announced the

establishment of a California Tourism trade and public

relations ofce in Mexico City. The CTTC announced

in June that FACTO Publicidad in Mexico City will

supplement the CTTCs marketing, travel trade and

public relations endeavors that target the Mexican

travel industry.

GOVERNOR LEADS TOURISM MISSIO

Trade Missions4


7/32

California is the greatest travel destination in

the world and I love selling our state to potential

tourists across the globe. Ive organized trade

missions to promote California tourism in Japan,

China, Mexico and Canada. I will continuepromoting tourism for as long as I am Governor.

Te CC is a critical part of every trade mission

and all the work Im doing to encourage tourism.

ARNOLD SCHWARzENEGGER

GOVERNOR

CANADA TRADE AND TOURISM MISSIONIn May 2007, Governor Schwarzenegger led a delegation

to Canada to promote California as a top business and

travel destination. Members of the Cabinet; California

Business, Transportation and Housing Agency (BT&H)

Secretary and CTTC Chair Dale Bonner; the CTTC;

agriculture and environmental business leaders and

representatives from Californias top travel destinations

participated in this important event.

The CTTC organized the missions California Wine

Tasting Experience receptions preceding the Governors

signature events that took place in Toronto and Vancouver.

Canada sends more visitors to California than any other

country except Mexico. According to Statistics Canada,

approximately 1,007,900 Canadian visitors traveled to

and through California in 2005, contributing $710 million

to the state economy in travel-related spending.

Tourism delegates who participated in the Canada Trade

and Tourism Mission included: CityPass, Inc.; Handlery

Union Square Hotel; Palm Springs Desert Resort

Communities Convention and Visitors Authority;

Redding Convention & Visitors Bureau and Shasta

Cascade Wonderland Association; Santa Barbara

Conference & Visitors Bureau and Film Commission;

SeaWorld San Diego and Universal Studios Hollywood.

O TOP INTERNATIONAL MARKETS



8/32

CALIFORNIA MARKET SHARE

Climbing Backto Pre-9/11 Levels

NOTE: DOMESTIC VISITOR VOLUMES FROM D.K.

SHIFFLET & ASSOCIATES ARE IN TERMS OF

PERSON-STAYS, DEFINED AS THE NUMBER OF

INDIVIDUAL TRAVELERS. MARKET SHARE

REFERS TO CALIFORNIA PERSON-STAYS AS A

PERCENT OF U.S. PERSON-STAYS.

SOURCE: D.K. SHIFFLET & ASSOCIATES LTD.,

JULY 2007; U.S. OFFICE OF TRAVEL AND

TOURISM INDUSTRIES; CIC RESEARCH, INC.;

CALIFORNIA TOURISM RESEARCH.

1 IN 5One out of every ve overseas

visitorsto the U.S. traveled to

California in 2006.

+5.1%Total leisure visitor volume to California

increased 5 percentthanks in part to a

7.7 percent growth in in-state travel by

California residents, offsetting declines

in leisure travel from out-of-state.

SINCE1997,THECTTCHAS

BEENPROMOTINGCALIFORNIA

ASONEOFTHEWORLDS

PREMIERTRAVELDESTINATIONSINORDERTOINCREASETRAVEL-RELATEDREVENUES

ANDTOURISMEMPLOYMEN

TINCALIFORNIA.TOURISMSUSTAINSNEARLYONEMILLION

JOBSANDISACRUCIALPA

RTOFTHESTATEANDLOCALECONOMIES.

MMISSIONERCK LAWRANCE

ESIDENT AND CEO,

LIFORNIA LODGING

DUSTRY ASSOCIATION

THE INVESTMENT PAYS OFF

Market Share6



9/32

$3.06BILLIONCalifornia gained domestic market share of

the U.S. travel market, moving from 11.1 percent

in 2005 to 11.5 percent in 2006.For California,

this means:

$3.06 billion in additional travel spending

30,300 travel-related jobs

$115.7 million in additional state revenue

11.3Leisure market share increasedfrom

10.9 percent in 2005 to 11.3 percent in 2006.

+6.9%Combined leisure and business travel by

California residents grew 6.9 percent in 2006,

while out-of-state travelers fell by 4 percent. The

decline was expected as higher gas prices andfewer air bargains discourage long-haul travel in

favor of short stays and trips closer to home.

4.6MILLIONAn estimated 4.6 million

overseas visitors traveled to

and through California in

2006, a slight decline from

4.8 million in 2005.

+14.2MILLIONApproximately 14.2 million

international travelers visited

California in 2006.




10/32

Advertising Programs

Reinforce the California BrandCalifornia Brand Strategy

Reconrmed and Rened

The CTTC conducted a comprehensive

qualitative research study with Smith &

Company and MeringCarson advertising

agency to rene Californias brand strategy.

The study marked the rst time since 1997

that qualitative research of this scale hadbeen conducted.

The study was divided into two phases.

In Phase I, 245 impromptu interviews were

conducted with leisure travelers during

their California vacation. In Phase II,

12 consumer focus groups comprising

past and prospective visitors were conducted

in Seattle, New York, Atlanta, Dallas and

Chicago. Focus group exercises uncovered

emotional connections to California.

The studys overall results conrmed that the

unique California lifestyle is more relevant

than ever, driving strong interest to visit

California. Results also revealed that

consumers believe that California has the

most diversity and the best of what life

has to offer.

California Snow Campaign

Californias world-class ski resorts and winter

destinations joined together for the second

year to promote California to the destination

skier market. Here are some highlights:

A 30-second commercial featuring

Governor Schwarzenegger and

professional skiers and snowboarders aired

in November and December in Houston,

Dallas, Chicago and Atlanta.

The $1.45 million California Snow campaign

also included print advertising, media

relations, co-branding partnerships with

Southwest Airlines and Warren Miller

Entertainment, banner ads, search engine

optimization and promotional giveaways

on visitcaliforniasnow.com.

California Snow inuenced winter travel

to California, resulting in $1.5 billion in

economic impact, or $1,078 for every

$1 spent on advertising.

Free Cali Beanies were offered

as an incentive to drive trafc to

visitcaliforniasnow.com. The promotion

generated more than 17,000 click-throughs

in just three days.

California Gets a New Look

The CTTC unveiled a new logo concurrent

with the launch of the new Web site. Both

were designed to better reect the California

brand character. Qualitative research

revealed that consumers responded very

favorably to the new look. In support of the

new Web site, the CTTCs commitment tointeractive media has increased signicantly

using search engine marketing (SEM) to drive

trafc, and online promotional programs and

banners to encourage database sign-ups.

Spring 2006 Ad Campaign Results

The CTTCs spring/summer 2006 advertising

campaign generated $1.96 billion in

incremental travel spending, $127 million in

tax revenues, and a return on investment of

$29 to $1, according to Strategic Marketing

Research, Inc. (SMARI). The $4.4 million

campaign was anchored by a 30-second

TV commercial that featured Hollywood

celebrities Clint Eastwood and Teri Hatcher,

as well as Misty May and Tony Hawk.

Fall 2006 Travel Planner Insert

The CTTC produced a four-color California

travel planner cooperative that was inserted

in Travel + Leisure(Nov. 2006), National

Geographic Traveler(Nov./Dec. 2006) and

Food & Wine(Dec. 2006) magazines, and

mailed direct to 15,000 American Express

cardholders. Total print distribution for the

cooperative was 765,000.

You go toCalifornia to

be whateveryou wantto be.PROSPECTIVE VISITOR

FROM DALLAS

Brand Advertising8



11/32

Commission Meetings and Highlights

FAST LANE TV SPOT MAKES RED CARPET

DEBUT AT ACADEMY AWARDS

Californias spring/summer $10 million

television advertising campaign debuted

during the 79th Annual Academy Awards inFebruary, leveraging the excitement and star

power associated with the Oscars in CTTC

primary markets.

The campaigns 30-second commercial, titled

Fast Lane, aired in Seattle, Portland, Salt

Lake City and Denver in coverage prior to,

during and after the Oscars. The spot

features California celebrities including

Governor Schwarzenegger and rst lady

Maria Shriver, Clint Eastwood, Teri Hatcher,

Jeff Gordon, Wolfgang Puck, Misty May and

Tony Hawk.

The campaign continued through June with

high-impact placements during top-rated

programming such as American Idol,Survivor: Fiji, and Desperate Housewives,

and on national cable networks including

TBS, USA, TNT, Bravo, F/X and Comedy

Central. The commercial also aired during

prime time on Canadian networks in

Calgary, Edmonton and Vancouver/Victoria.

A partnership with Southwest Airlines

further endorsed air travel from key

national markets to California. Fast Lane

was modied to include a Southwest

Airlines tagline that featured promotional

airfares to California from Atlanta, Chicago,

Dallas, Houston, San Antonio, Phoenix andSt. Louis. This valuable relationship

leveraged media dollars to increase ad

frequency while inuencing traveler behavior

The annual advertising effectiveness study

to measure California brand awareness, ad

recall and destination preferences in primary

domestic markets, other western and

national markets, and targeted Canadian

markets was conducted in July. Initial survey

results expected in fall 2007 will show how

potential travelers responded to the ads and

how well the campaign performed against

competing destinations. A second round

of surveys in November will determine the

return on investment from increased

visitation as a result of the campaign.

We live in the fast lane.NASCAR PRO JEFF GORDON

CALIFORNIA SPEEDWAY

Welcome to California.GOVERNOR SCHWARzENEGGER

APPEARING WITH FIRST LADY MARIA SHRIVER




12/32

California ourism Leaders Meet with

Members of Congress in Washington, D.C.

California tourism leaders and congressional

members met in Washington, D.C. in

September 2006 to toast the Golden States

travel and tourism industry and its positive

impact on the national economy. Tourism

contributes $1.3 billion to the U.S. economy.

As part of the Travel Industry Associations(TIA) inaugural Travel Leadership Summit,

Jay Rasulo, TIA national chair and chairman

of Walt Disney Parks and Resorts, joined the

CTTC and the California Restaurant

Association to host a Taste of California

reception highlighting the states major role

in the countrys tourism landscape. Twenty-

five members of the California congressional

delegation, and over 65 tourism leaders,legislative staffers, destination representatives

and restaurateurs attended.

The Travel Leadership Summit was designed

to build a strong identity and unified voice

for the travel industry in order to achieve

favorable policy and legislative outcomes at

the federal level.

1 Nancy Pelosi, Speaker of the House;

Caroline Beteta, CTTC

2 Brad Burlingame, West Hollywood

Marketing and Convention Bureau;

Steve Hammond, Sacramento

Convention & Visitors Bureau;

Congresswoman Maxine Waters;

Rick Lawrance, California Lodging

Industry Association

1 32

4 5 6

3 Jay Rasulo, Walt Disney Parks and Resorts;

Congresswoman Lois Capps

4 Caroline Beteta, CTTC; Jay Rasulo,

Walt Disney Parks and Resorts; Antonio

Villaraigosa, Mayor, City of Los Angeles

5 Congressman Dan Lungren;

Congressman George Radanovich

6 Bob Roberts, California Ski Industry

Association; Caroline Beteta, CTTC;

Congressman Sam Farr, Co-Chair

Congressional Travel and Tourism

Caucus; Terry Westrope, Ocean

Park Hotels, Inc.

Tourism Leaders in D.C.10



13/32

The second annual AMGEN Tour of California professional cycling race of 144 elite

cyclists from around the world followed an intense 700-mile, eight-day course in

February. As a founding partner of the tour, the CTTC received international television

commercial exposure on the VERSUS network, promotional signage along the course

and the opportunity to present winning cyclists with the coveted King of the Mountain

jersey. The CTTC also hosted an informational booth at each finish citys AMGEN

Tour of California Lifestyle Festival. The AMGEN Tour generated over one billion

media impressions worldwide through television, print, radio and Internet coverage.

VERSUS aired 14 hours of race coverage, and the official race Web site generated

700,000 unique visitors. A record 1.6 million cycling fans lined the course making this

event the most attended cycling race in the country. Discovery Channel Pro Cycling

Team member and California resident Levi Leipheimer was crowned the overall winner

of the race, making him the second consecutive Californian to take home the Yellow

Jersey. The Tour spanned 12 cities from San Francisco to Long Beach.

World-class Cycling RaceShowcases California

1.6 12CITIES

700MILES

MILLIONSPECTATORS

OVER 1 BILLIONMEDIA IMPRESSIONS

1

4

P

3

2

6

7

5

Santa Rosa

Sacramento

Stockton

Seaside

San Luis Obispo

Solvang

Santa Barbara

Santa Cla

Long Beach

San Francisco

Sausalito

San Jose


14/32

Partnership Marketing

Promotes Industry PartnersCalifornia Rewards Program

The multi-media California Rewards Program

rewarded consumers with real dollar savings

at over 600 tourism businesses. California

Rewards cards were distributed through

250,000 LunchBoxers sold at Super

WalMarts, and nearly two million were

distributed by retail, restaurant and attractionpartners including Albertsons, Applebees,

Longs Drugs and Monterey Bay Aquarium.

California Rewards were promoted in Longs

Drugs circulars, inserts in Travel + Leisure,

Food & Wine, Good Housekeepingand

National Geographic Travelermagazines, and

in TIAs ofcial U.S. visitors guide Discover

America. California Rewards reached an

estimated 6.2 million consumers.

California Treasure Hunt Sweepstakes

Launched in May 2007, the new California

Treasure Hunt Sweepstakes program is

designed to increase visitation to California

while awarding travelers with various prizes

and reward dollars for savings at California

hotels and attractions such as LEGOLAND

California, Monterey Bay Aquarium, San

Diego Zoo, San Diego Zoos Wild Animal

Park, SeaWorld Adventure Park,

Disneyland Resort, Universal Studios

Hollywood, the Skunk Train in Fort Bragg,

Carmel Plaza in Carmel, PIER 39 in San

Francisco and the Palm Springs Aerial

Tramway. A California Treasure Hunt insert

was included in one million California Drives

2007 guides.

California Fun Spots

California Fun Spots, the CTTCs longest-

running cooperative marketing program,

was signicantly expanded in FY 06/07 to

include a corporate sponsor, Best Western

Hotels, and 49 attractions, up from six.

A California-branded Fun Spots search

engine marketing campaign was developed

and an insert was distributed through Good

Housekeepingmagazine.

Shop California

The Shop California partnership with Shop

America Alliance was expanded this year

from the HATS (history, arts, tours and

shopping) and BAGS (botanical arts, gardens

and shopping) Collection vacation packages

to include a new EATS (epicurean arts, tours

and shopping) package. The collection of

more than 30 vacation packages, pricedfrom $40 to $400, showcases the best

of cultural experiences combined with

VIP shopping and dining offers in each of

Californias 12 tourism regions. Packages are

sold at shopcalifornia.org, visitcalifornia.com,

shopamericatours.com and through leading

tour operators and travel agents worldwide.

Partners include the Beverly Center,

Westeld Shoppingtown MainPlace, Cabazon

Outlets, Macys San Francisco and Westeld

Century City.

California Wine Country Rewards Program

The CTTC and the Wine Institute joined

together to cross-promote member hotels

and wineries. Hotels participated for free

by giving California Wine Country Rewards

cards to their guests. The cards were worth

$25 in savings at participating wineries

(each winery provided their own offer) or

guests went online to select an offer. The

program offered a great value-added benet

to hotel guests.

Rural Tourism

California Tourism increased the marketing

initiatives and hired a dedicated rural

tourism manager to help brand the states

eight rural tourism regions under the CTTC

Rural Regional Cooperative Partnership

Agreement. Rural efforts are anchored with

the CTTCs overall brand advertising and

marketing strategies to help develop

awareness in untapped markets.

Cooperative Promotions and Industry Partnerships

Mary Ann McAlea, Folsom Tourism Bureau;

Joe Gagliardi, Folsom Chamber of

Commerce; Susan Wilcox, CTTC

12



15/32

Economic Development Through

Cultural & Heritage Tourism

In collaboration with the California Cultural

and Heritage Tourism Council, the CTTC held

a series of regional cultural and heritage

tourism and economic development forums

that attracted over 1,500 stakeholders and

elected ofcials. These forums emphasizedthe important roles that cultural and heritage

assets play in generating tourism revenue in

rural communities and preserving Californias

unique lifestyle.

CaliforniaThe Soundtrack

The CTTCs music CD compilation of eight

songs about California, titled California

The Soundtrack, was designed to remind

consumers of Californias special place in our

hearts and culture through iconic songs by

artists such as the Beach Boys and The

Mamas and The Papas. Best Western Hotelsjoined the CTTC as a distributor partner for

the CD.

CTTC Marketing Programs Matrix

A comprehensive list of CTTC marketing

programs open to industry participation is

now available online at visitcalifornia.com.

The list is updated regularly and features

advertising, cooperative marketing, media

relations, publications, travel trade,

international outreach and Web site

development opportunities. Contact

information, deadlinesand fees for each

program are included

in the matrix. The

CTTC programs

are designed to

supplement

industry partners

marketing efforts.

CALIFORNIA TOURISMMARKETING EXCELLENCE AWARDS

Best Overall Marketing CampaignDestination

Laguna Beach Visitors Bureau

Best Overall Marketing CampaignAttractions and Recreation

SeaWorld San Diego

Best Overall Marketing CampaignRestaurants and Retail

San Diego Convention & Visitors Bureau

Best Print Piece

San Diego Unied Port District

Best E-commerce

Northstar-at-Tahoe Resort

Best Radio Advertisement

LEGOLAND California

Best Television Advertisement

SeaWorld San Diego

Best Public Relations Campaign

Knotts Berry Farm Theme Park

Best Visitors Guide or Brochure

Palm Springs Bureau of Tourism

Best of Show

SeaWorld San Diego

CALIFORNIA TOURISM ORGANIzATIONS WERE HONORED IN MARCH

AT THE CALIFORNIA CONFERENCE ON TOURISM FOR OUTSTANDING

MARKETING, ADVERTISING AND PUBLIC RELATIONS CAMPAIGNS.

THE 13TH ANNUAL CALIFORNIA TOURISM MARKETING EXCELLENCE

AWARDS WERE PRESENTED TO:




16/32

CC Communications Program

Keeps California op-of-mindNews Releases & Wh Nw in Ciorni

Approximately 25 news releases and media

advisories were distributed to media

featuring various California themes, CTTC

programs, publications, promotions and

research ndings. Nearly 3,000 national and

international media received Whats New in

California, a quarterly publication highlightingnew developments in California tourism.

CD Press Kit

An updated press kit was developed for

distribution at domestic and internationalmedia and trade events, and to media upon

request. A new image CD to complement

the press kit CD was specially created for

distribution at International Pow Wow in May.

CTTC Inigh Onin

In September 2006, the CTTC revamped its

biannual printed Insightspublication into a

monthly e-mail newsletter, Insights Online.

This timelier electronic version that is

distributed to approximately 4,500 e-mail

addresses allows the CTTC to regularly

share current and breaking news and inform

assessed businesses and industry partners

on cooperative program opportunities.

Winter Kick-off Media Mailing

The CTTC mailed a promotional package

to approximately 125 key domestic media

and 75 international contacts. The January

2007 mailing included a letter introducing

the CTTCs new logo and Web site,

a redesigned press kit CD, and a

TSA-compliant travel pack of luxury

toiletriesjust the right amount to tuck

in a carry-on bag for a California visit.

Media Relations Results

The CTTC continued to create newsworthy

events and materials for the media in

domestic and overseas markets. The CTTC

generated $8.1 million worth of domestic

coverage for California and over $84 million

worth of international media coverage.

(Source: PRtrak)

CTTC Inigh Yr in Rviw

Distributed to over 8,000 California

tourism-related businesses, CTTCs Insights

Year in Reviewrecaps marketing activities,

advertising programs and other CTTC

programs that took place during the

previous scal year.

Selling the California Story

In addition to large-scale media events, the

CTTC made individual sales calls to editors

and reporters, and provided travel assistanceto more than 200 journalists for the purpose

of story development in print, broadcast and

electronic outlets.

Communications14



17/32

MEDIA OUTREACH IN LONDON AND DUBLIN

The CTTC and a delegation of California public relations partners

traveled to London and Dublin in June 2007 to meet with media

representatives. More than 45 journalists attended private luncheons

in both cities to learn about California. This was the rst time the CTTC

hosted dedicated media events in each market. The following outlets

were among the attendees: Conde Nast Traveler, Golf & Travel, No

Frontiers Ireland, The Independent, Irish Independent on Sunday,

Luxury Publishing and GMTV. California delegates included: West

Hollywood Marketing & Visitors Bureau, San Diego Convention &

Visitors Bureau, Palm Springs Desert Resort Communities Convention

and Visitors Authority, San Francisco Convention & Visitors Bureau

and Sacramento Convention & Visitors Bureau.

NEW YORK MEDIA RECEPTION

The CTTCs annual New York Media Reception,

held in February 2007, attracted 93 media and

54 delegates representing attractions, destinations

and hospitality industries from throughout

California. Media were invited to Crash the Party

for an evening of California attitude, food and wine.

Among the media attendees were: Travel + Leisure,

Working Mother, Budget Travel, Diversion, Modern

Bride, Successful Meetings, Washingtonian, The

Financial Post, Leisureways, The Globe and Mail

and Meetings & Incentive Travel.

SAN FRANCISCO MEDIA RECEPTION

The AAA Club Level at AT&T Park was the setting for

the successful San Francisco Media Reception held in

October 2007. The event attracted 85 media and a

record 74 delegates representing 60 California tourism

companies. Media who attended the event represented

such outlets as Sunset magazine, Travel + Leisure, VIA,

Diablo, Marin Magazine, San Jose Mercury News, San

Francisco Chronicle, Sacramento Beeand KGO radio.

MIAMI MEDIA LUNCHEON

In April, the CTTC hosted a private

luncheon in Miami to acquaint Miamis

top media with Californias diverse travel

opportunities. Among attendees were:

Atmospheremagazine, South Florida

Sun-Sentinel, Diario Las Americas, Gerencia

de Viajes, Recommend Magazineand Travel

Advance. Sales calls were also conducted

with The Miami Herald, South Florida

Sun-Sentineland Univisions Despierta

America. This was the rst time the CTTCmade dedicated media sales calls in the

Miami market. Story lines pertaining to

California food/wine, culture and skiing

were especially well received.

CTTCMEDIAEVENTS


18/32

Technology

New & Improved California

Tourism Web Site

In December 2006, the CTTC redesigned the

visitcalifornia.com Web site to capture more

viewers, encourage longer vacations and offer the

convenience of direct bookings. The improved Web

site captures the California attitude and brand,

and features expanded versions of 12 Regions of

California, Things to Do and Getting Around.Future upgrades will include drive routes and time,

foreign language versions and weather information.

The 12 Regions of California section offers

downloadable travel itineraries, must-sees and

information on special events. Tourist attractions

and Inside Scoops, or recommendations from

locals on how to experience the true California

lifestyle, are featured in Things to Do. In Getting

Around, users can download regional and state

maps, and nd information on rental cars and

public transportation.

SETTING LOFTY GOALS AND EXCEEDING THEM HAS

BECOME ROUTINE FOR THE CTTC. THE CTTC IS

CURRENTLY EXPANDING ITS WEB PRESENCE AND

COOPERATIVE MARKETING PROGRAMS TO FURTHER

HELP IT INCREASE CALIFORNIA TOURISM.

NEW VISITCALIFORNIA.COM LINKS MORE USERS TO GOLDEN STATE

20 PERCENT OF VISITCALIFORNIA.COM VISITORS SPEND UP TO 10 MINUTES

BROWSING THE CTTCS REDESIGNED WEB SITE, COMPARED TO JUST

10 PERCENT ON THE PREVIOUS WEB SITE.

VISITCALIFORNIA.COM RECEIVED OVER 32,000 VISITS IN JUST TWO DAYS AS

THE RESULT OF AN E-MAIL THAT ANNOUNCED CALIFORNIA TOURISMS FREE

CalIfORNIa OffICIal 2007 VIsItORs GuIde aNd tRaVel PlaNNeR.

TOP INTERNATIONAL VISITS TO DOMESTIC

VISITCALIFORNIA.COM IN FY 06/07

Canada 58,850

U.K. 39,727

Italy 20,365

Germany 18,313

Australia 17,301

Japan 15,704

COMMISSIONER

LOUIS MEUNIER

EXECUTIVE VICE

PRESIDENT, MACYS

16



19/32

Niche Guides Explore

Californias DiversityCiorni Oci 2007 Viior Gi

n trv Pnnr (CVG)

The completely redesigned CVG is better

than ever. The CTTC partnered with Sunset

Publications to produce the guide that

includes 47 new maps, regional tour drive

guides, editorial content, lists of attractions

and easy-to-read lodging and recreationvehicle park charts. The free 220-page

visitors guide is divided into two parts titled

Inspiration and Action. The Inspiration

section lists attractions and cultural and

recreational activities. The Action section

is all about planning a California trip, with

a detailed look at each of the states

12 tourism regions.

Visitors Guide Sold on Newsstands

The CTTC partnered with Sunsetmagazine

to produce a newsstand version of the

California Ofcial 2007 Visitors Guide andTravel Planner. The special edition featured

maps, editorial content and information on

accommodations and special events. It was

sold in key domestic markets including

Arizona, Nevada, Oregon and Washington.

Ciorni driv 2007

The improved, 32-page California Drives

2007guide features detailed maps leading

to California Welcome Centers, rustic towns,

cool mountains, country roads, family

attractions, beaches, cultural heritage sites

and mining camps. Each of the drives in

California Drives 2007can be broken intoday and weekend outings. The guide is

distributed through Sunsetmagazine,

California State Parks, California Welcome

Centers, various in-state visitor centers,

and domestic and international trade and

media events. The online version allows

visitors to bookmark pages, make notes

and print specic trips of interest. The

guide is free and can be viewed online or

downloaded at bestofcaliforniadrives.com

or visitcalifornia.com.

California Ofcial State Map 2007

The CTTC produced 1.25 million copies of

the full-color California Ofcial State Map

2007. The maps were inserted into the

California Ofcial 2007 Visitors Guide and

Travel Planner, and are distributed at trade

shows, California Welcome Centers and

through Best Western Hotels. The maphighlights California Fun Spots and other

points of interest.

Digital Version of Ciorni Oci 2007

Viior Gi n trv Pnnr(CVG)

The CTTC continues to use technology to

make travel planning easy. The digital version

of the CVG, found at visitcalifornia.com,

allows users to save a copy of the document

and view it in ofine mode, add personal

notes, send a copy with notes, bookmark

pages and click to industry partners Web

sites. The site also allows the CTTC to track

user behavior.

Apresents

SPRING GETAWAYS

Sunny Beaches |Backroad DrivesFun for Kids |Wine Country

PLAN YOUR NEXT TRIP

Resorts |Hotels |Camping

Casinos |Theme Parks

47NEW MAPS+DRIVE GUIDES

2007 Official State Visitors Guide and Travel Planner

FREE PULL-OUT MAP | ROMANTIC WEEKENDS

VisitCalifornia.com

California Drives 2007has a circulation of over one million, with

500,000 inserted into Sunsetmagazines July 2007 edition for

subscribers in California and neighboring drive-market states.

DRIVES 2007

FIND YOURSELF HERE www.visitcalifornia. com

BACKROADDISCOVERY12

188Dining,WineCountryTours,

FamilyFun,andMore

NewRoadTripMaps

DestinationAdventures

SPECIA L A DVERTISING FEA TURE

7_ . dd




20/32

ravel rade Alliances

Strengthen California BrandInternational Market Visitor Guides

The CTTC produced an abridged version of

the California Ofcial 2007 Visitors Guide

and Travel Plannerfor distribution throughout

the U.K., Germany, Japan and Mexico.

Distribution channels included magazines

and travel shows to reach over 300,000

consumers and travel trade professionals.In the U.K., the guide was distributed with

Essentially America, a U.S.-focused travel

magazine. In Germany, 50,000 guides were

distributed to Focusmagazine subscribers.

Focusmagazine is the German equivalent

of Timemagazine. Japan and Mexico each

received 10,000 language-specic copies for

general distribution. The Japanese version

was also used as a fulllment piece for a

Japanese Department of Commerce Web

site promotion.

EXPO Vacaciones

The CTTC and nine California partners

traveled to Mexico in February 2007 to

attend Expo Vacaciones, the signature travel

trade show in Mexico organized by Visit USA.

The event included a seminar for travel

agents on the Shop California program,

a trade show and one-on-one prescheduledappointments with tour operators, meeting

planners, incentive companies and

other travel trade. The CTTC conducted

approximately 15 appointments, generating

leads for the California tourism industry.

The CTTC also hosted a closing reception

for approximately 25 travel trade and

media representatives.

National Tour Association (NTA)

Over 3,000 people, including tour operators,

DMOs and suppliers, attended the NTA group

tour operator show held in November 2006in Salt Lake City. California had the largest

delegation in attendance with over 150

representatives. The CTTC co-sponsored a

premier reception that featured esteemed

California wines and cheese from Hilmar

Cheese Company. The CTTCs partners at

NTA included: San Francisco Convention

& Visitors Bureau, Sacramento Convention &

Visitors Bureau, Monterey County Convention

& Visitors Bureau, Calaveras Visitors Bureau

and Shop California. The CTTC conducted

approximately 40 one-on-one prescheduled

meetings, generating leads for the California

travel industry.

World Travel Market (WTM)

The CTTC and 14 California partners

participated in WTM, the worlds largest

English speaking travel exhibition, in London

in November 2006. Each year, the CTTC

and its partners host the popular VIP

Tour Operator and Media Film Premiere

event. Guests were treated to the premierescreening of Stranger Than Fiction starring

Will Ferrell and Dustin Hoffman at the

Vue Cinema in Londons Leicester Square.

Over 100 key tour operators and media

including Virgin Holidays, Travel Channel

and United Vacations attended this annual

pre-WTM event.

ITB

The CTTC and 11 California tourism

businesses showcased the Golden States

newest travel products at the annual ITB

exhibition in March. The ve-day event inBerlin, which set record attendance this year

by 15 percent, is the worlds largest travel

trade, media and consumer show. Over

100,000 trade visitors attended ITB.

TIA International Pow Wow

California took center stage in May

when approximately 1,500 domestic and

international wholesale buyers from more

than 70 countries visited Anaheim for TIAs

International Pow Wow. As the host state

for International Pow Wow, California had

the unique opportunity to showcase itsdiversity. In addition to conducting nearly

150 prescheduled appointments with buyers,

the CTTC hosted a U.K./Ireland welcome

reception, met with over 100 journalists

and organized six post-event familiarization

tours for 105 trade buyers and media

representatives. Pow Wow is the travel

industrys premier international marketplace

and the largest generator of Visit USA travel.

Travel Trade

18



21/32

SeeAmerica Australia/New zealand

The CTTC and over 15 California companies

participated in SeeAmerica expos for travel

agents in Auckland, Brisbane, Sydney,

Melbourne and Perth in February 2007.

Each California partner had a table top

exhibition space and delivered a short

presentation centered around this yearstheme, Shopping USA. The CTTC also

sponsored a luncheon that was attended by

key media and country ofcials. Media who

attended the luncheon included Vacations

& Travelmagazine, Luxury Travel Magazine,

and The Great Outdoors television show.

Mark International

The CTTC and Mark International executed

a marketing campaign that ran from October

2006 through February 2007 with targeted

sales efforts in Anaheim, San Diego, San

Francisco and Los Angeles. The programincluded e-mail blasts, Web site banners

and in-country sales calls. Sales of California

products increased by 25 percent overall to

the four destinations. The biggest increase

was seen from the Mexican market.

California Tourism Information

CenterScandinavia

Scandinavia is quickly earning its place

among Californias inuential international

markets thanks to new non-stop air service

to San Francisco International Airport. The

Nordic Region ranked as the 5th largestmarket for visitor arrivals to North America

in 2006. The California Tourism Information

CenterScandinavia program gives California

travel industry partners such as the San

Francisco Convention & Visitors Bureau the

opportunity to distribute collateral material

throughout Denmark, Norway, Finland,

Sweden and Iceland.

70

100KEY OPERATORS

World Travel Market, London.

Left to right: Lynn Carpenter-

Schumann, CTTC; Robert Holmes

Tuttle, Ambassador to the Court of

St. Jamess; Jennifer Jasper, CTTC.

WTM

COUNTRIES

POW WOW




22/32

Record $84 Million in Press

Coverage Generated Overseas

U.K. and Ireland

Black Diamond was awarded the CTTC

contract in August 2006 to provide travel

trade and public relations representation in

the U.K. and Ireland. The agency promoted

California at Holiday World Ireland, a trade

and consumer show that attracted 3,900

trade attendees and over 51,000 consumers.

Black Diamond promoted Californias wine

regions at the Wine Institutes Annual

Tasting, and helped coordinate the VIP Tour

Operator Media Film Premiere event held

in conjunction with World Travel Market.

The agency organized Tour of California

familiarization trips and participated in

TTG Travel Agent Roadshows, which hosted

150 travel agents and 10 suppliers per night.

Black Diamond elded 214 media inquiries

and generated a publicity value of $11 million.

Germany

Marketing Services International (MSI)

offered sales staff training at DERTour,

Canusa and Visit USA trade events. The

agency also represented California at ITB in

Berlin, and participated in a joint promotion

with 500 travel agencies that featured

California wine tastings and tour packages.

Consumers were targeted with an X-Men 3

DVD in-store and magazine promotion that

included a rafe for a trip to San Francisco.

MSI serviced 445 media inquiries and

generated $16 million worth of media

coverage.

Japan

Marketing Garden held a trade show

and media marketplace in Hong Kong,

Shanghai, Beijing and Taipei to promote

California travel. The agency also facilitated

promotional efforts at JATA in September

2006, and organized a trade seminar with

the San Francisco Convention & Visitors

Bureau and United Airlines in Tokyo, Osaka

and Nagoya that attracted 149 travel trade

representatives. The California message

reached consumers in a promotional

campaign with Mitsukoshi department

store. The ofce elded 643 media inquiries

that resulted in $54 million worth of

coverage.

Australia/New zealand

Gate 7, a seasoned marketing/PR rm in

Australia, was named the agency of record

in January 2006 to handle the CTTC's

travel trade and public relations efforts

in Australia and New Zealand. Gate 7

led three travel agent familiarization trips

to showcase non-urban experiences to

counter Californias urban image. Gate 7

participated in See America Week and

trained over 1,500 travel agents in Australia

and New Zealand on California travel

products. The ofce fullled 206 media

inquiries and generated a value of

approximately $2.7 million in media

coverage.

FACTO Publicidad Helps CTTC in Mexico

The CTTC announced in June that FACTO

Publicidad in Mexico City will supplement

the CTTCs marketing, travel trade and

public relations endeavors that target the

Mexican travel industry. Mexico is Californias

top international market. An estimated

8.6 million Mexican visitors traveled to

California in 2005.

Reaching Canadian Consumers

Based on data supporting growth in travel

volume from Canada to California over

the past ve years, the CTTC launched

an $800,000 brand advertising campaign

in Western Canada as an extension of the

CTTCs domestic ad strategy. The Lucky

Day commercial aired on major Canadian

networks in Calgary, Edmonton and

Vancouver/Victoria over the course of

nine weeks. Canadas limited supply

of commercial minutes available, just

12 minutes per hour, provided an uncluttered

opportunity to deliver Californias message.

International Summit

The CTTC held its inaugural International

Summit in February with representatives

from its ofces in the U.K., Germany, Australia

and Japan. The purpose of the intensive

two-day event was to review and develop

international marketing programs to

maximize California brand awareness in

overseas markets. Among the topics of

discussion were enhanced advertising,

cooperative programs, online initiatives,

publications and public relations.

International Marketing20



23/32

COMMISSIONER

CLAIRE BILBY

CTTC VICE CHAIR

VICE PRESIDENT, SALES AND DESTINATION

MARKETING, WALT DISNEY PARKS AND RESORTS

One of the most important

things that the Commission

does is to provide businesseswith an opportunity to do what

we, as an industry, often cannot

do on our own.Advertising,

public relations, technology and

trade programs internationally

are great examples of how the

CC plays a vital role forthe states travel industry.


24/32

INDUSTRY RESEARCH AIDSIN DEVELOPING TOURISM

MARKETING PROGRAMS

CALIFORNIA TOURISM DEVELOPS

STATISTICAL DATA ON IN-STATE,

DOMESTIC AND INTERNATIONAL

VISITORS FOR EVALUATING

INTERNAL MARKETING PROGRAMS.

THE DATA ALSO HELPS SUPPORT

THE TRAVEL-RELATED MARKETING

AND RESEARCH ACTIVITIES OF

THE CTTCS INDUSTRY PARTNERS,SUCH AS: DESTINATION MARKETING

ORGANIzATIONS; LOCAL, STATE AND

NATIONAL GOVERNMENTS; AND

MEDIA AND BUSINESS INVESTORS.

CTTC RESEARCH IS PUBLISHED IN

REPORTS, STUDIES AND MEDIA

RELEASES, AND IS POSTED ON

VISITCALIFORNIA.COM.

Caroline Beteta

Executive Director

[email protected]

Troy Cantrell

Information Technology

[email protected]

CTTC PROGRAM CONTACTS

Lynn Carpenter-Schumann

Marketing

[email protected]

Sue Coyle

Corporate Communications

[email protected]

Tracy Garrett

Finance & Human Resources

[email protected]

Jennifer Jasper

Communications

[email protected]

Janice Simoni

California Welcome Centers

[email protected]

Glenda Taylor

Travel Trade

[email protected]

Domestic Travel to California

D.K. Shifet & Associates, Ltd. provides

monthly visitor volume estimates, seasonal

forecasts, and an annual year-end report of

the ofcial counts of leisure and business

person-trips, destinations visited, length

of stay, party size, mode of transportation,

visitor origins, market share and per capita

daily expenditures.

California Travel Research Bulletin

Free monthly bulletins e-mailed to

subscribers contain travel-related research

and statistics, links to just-released data, and

upcoming research projects and conferences.

The bulletins are also posted on

visitcalifornia.com.

Research Web Site

An interactive Web site developed by

research rm Dean Runyan Associates for

the CTTC allows industry partners to create

county and state impact charts and tables

online. The Web site features data on 2006

state travel spending, employment and tax

impacts, 2005 impacts for every county,

city-level Transient Occupancy Tax (TOT)rates, tax revenue and room sales.

Terri Toohey

Assessment

[email protected]

Susan Wilcox

Operations/Industry Relations

[email protected]

Research22



25/32

Tree New California Welcome

Centers Offer Visitor ServicesThree New California Welcome Centers

Pismo Beach, Oxnard and San Bernardino

Three California Welcome Centers (CWCs)

opened in FY 06/07 to offer visitors

tourism information such as: brochures for

destinations, attractions, performing arts

and accommodations; reservation services;

Internet access; regional and Californiamerchandise; attraction ticket sales; and

state-of-the-art at screen advertising for

tourist attractions.

The California Welcome Center, Pismo Beach

is located on the Central Coast off Highway

101 in the Prime Outlets Pismo Beach

shopping center. Visitors can search for

valuable tourist information and relax in

the plush lounge with a TV.

The California Welcome Center, Oxnard

is located off Highway 101 and features a

rotating Ventura County museum exhibit,

a childrens corner, and nautical artwork

from the Maritime Museum.

The California Welcome Center, San

Bernardino, located in the heart of Southern

Californias Inland Empire, highlights aRoute 66 theme and has interactive displays,

a juke box that plays California tunes and

an animatronic bear that recommends

area attractions.

Each of Californias 13 CWCs prominently

promote their immediate area to travelers

and also represent the entire state through

dissemination of statewide visitor

information.

CALIFORNIA WELCOME CENTERS

LOCATION TOTAL VISITORS

CWC, Anderson 23,276

CWC, Arcata 9,705

CWC, Auburn 18,147

CWC, Barstow 314,726

CWC, Merced 51,646

CWC, Oceanside 112,788

CWC, Oxnard 2,381

CWC, Pismo Beach 160,631

CWC, San Bernardino 2,353

CWC, San Francisco 163,725

CWC, Santa Ana 102,281

CWC, Santa Rosa 55,920

CWC, Yucca Valley 20,285

Total Visitors July 2006June 2007 1,037,864

Safety Roadside Rest Areas

The CTTC, in partnership with Caltrans and

the California Business, Transportation and

Housing Agency, is looking ahead to revamp

Californias 87 roadside rest areas. The

rehabilitation program aims to update

facilities, improve accessibility and increase

safety and security. The enhanced rest areaswill also be designed to serve as a welcome

mat for California visitors.

CALIFORNIA WELCOME CENTER (CWC) INFOMERCIA

The CTTC created a two-minute infomercial for industry

partners that highlights the 13 CWCs and the travel

services they provide to consumers. The video also

contains information on how to advertise at a CWC, and

interesting statistics on CWC visitors. View the video at

certiedfolder.com/distribution/cwc.php.




26/32

Looking Ahead

THECTTCISAVALUABLETOOLFORBUSINESSESINTHETOURISMINDUSTRY.ITISVERYIMPORTANT

FORTHECTTCTOTAKEAD

VANTAGEOFTHEPROMOTIONS

ANDPARTICIPATEINTHEGOVERNORS

TRADEANDTOURISMMISSIONSTOLEVERAGEONTHESTA

RPOWEROFAGOVERNORLIKEARNOLD

SCHWARzENEGGERANDSHOWT

HATTOURISMISTRULYONEOFCALIFORNIASLARGESTINDUSTRIES.

MMISSIONERRRY MACRAE

TC VICE CHAIR

O, HORNBLOWER

UISES & EVENTS

WEB 2.0The second phase of visitcalifornia.coms

transformation will be launched in FY 07/08.Enhancements include infrastructure

improvements; tools to increase trafc to

assessed businesses, visitors bureaus and

destination marketing organizations; improved

content for search engine optimization and

consumer usability; and platforms for

developing international versions of

visitcalifornia.com in local languages.

NEW TV SPOTThe CTTCs newest TV spot, Work,

will debut October 8 on national

broadcast and cable networks.

The commercial features celebrity

appearances including Governor

Schwarzenegger, actor Rob Lowe and

professional athletes Phil Mickelson a

Levi Leipheimer. Increased funding w

allow the new spot to air for six mont

this scal year, double that of FY 06/0

24



27/32

THECTTCSAGGRESSIVEM

ARKETINGCAMPAIGNTOPROM

OTEALLOFCALIFORNIA,BOTH

URBANAND

RURALAREAS,DIRECTLYB

ENEFITSTHEENTIRETOURISMINDUSTRY.THISYEARSRENEWALCAMPAIGNIS

MOREIMPORTANTTHANEVERANINVESTMENTINMARKETINGISANINVESTMENTINTHEF

UTURE

COMMISSIONERJOHN KOEBERER

PRESIDENT, CALIFO

PARKS COMPANY

CULINARY CALIFORNIA

In support of FY 07/08s brand advertising strategy to

leverage food and wine as a driver for destination choice,

the CTTC entered into a historic partnership with the

Wine Institute to promote the states renowned wine

and cuisine offerings. The cornerstone of the ve-yearpartnership is a national TV campaign featuring Governor

Schwarzenegger and wine and culinary celebrities

promoting Californias rich bounty of wine and food,

scheduled for launch in winter 2008. Internet marketing

and public relations programs will help support the

Culinary California campaign.

INDIAThe CTTC will travel with Governor Schwarenegger

to India in early 2008 to promote California tourism.

India is one of the worlds fastest growing travel markets.

By 2010, outbound travel from India to the United States

is expected to double over 2005 levels. (Source:

Emerging Tourism Markets, China and India, TIA)

$20MILLIONThe CTTC plans to allocate nearly $20 million to international

marketing over the next ve years.Enhanced outreach is expected to:

Generate $1.7 billion in visitor spending

Generate $66.7 million in state tax revenues

Support 18,000 new jobs




28/32

In the early 1990s, California experienced a dramatic downturn in domestic travel market

share. ravel and tourism-related businesses affected by the downturn requested that California

legislators introduce a bill to aid in promoting travel to California. Te ourism Assessment

Program was created under the California ourism Marketing Act in 1995 with the passage of

SB 256. Te legislation authorized self-imposition of an assessment by businesses that benefit

from travel and tourism. It also authorized the establishment of the California ravel and ourism

Commission (CC), a non-profit, public benefit corporation to oversee the promotion of

California as a premier travel destination.

VOTE YES THIS FALL

Te ourism Assessment Program is renewable by industry referendum every six years. Tis

fall, the industry will be asked to renew the ourism Assessment Program that helps fund the

CC and its marketing efforts. Ninety percent of the CCs budget goes directly to marketing

and reserves. Without renewal of the Referendum, California will move to last among state

tourism marketing budgets, essentially ceasing all marketing of California beyond its borders.

Te ourism Assessment Program was last renewed in 2001 by an 84 percent favorable vote.

Ballots will be mailed to all assessed businesses this October.

TOURISM GENERATES ESTIMATED $93 BILLION IN CALIFORNIA

Since 1998, when the travel industry began funding the CC and its marketing programs,

California domestic travel market share grew from 9.7 to 11.1 percent. oday, California tourism

generates approximately $93 billion in spending each year, supports 928,700 jobs and generates

$5.6 billion in local and state taxes.

350 MILLION TRAVELERS VISIT CALIFORNIA

Trough a combination of sophisticated television advertising, interactive Web site and online

presence, visitor publications, cooperative programs and media outreach in domestic and

international markets, California is the most visited state in the nation. An estimated

350 million domestic and international travelers visit California each year. Tanks to increasedassessment funding in 2007 as a result of AB 2592, the CC is embarking on an unprecedented

marketing program to further define California as one of the worlds premier travel destinations

while increasing travel-related revenues and tourism employment. Increased funding moved

California from sixth to third place among the nations top state tourism marketing budgets.

ONLY WITH YOUR SUPPORT, WILL TOURISM CONTINUE TO

POSITIVELY IMPACT CALIFORNIAS ECONOMIC DEVELOPMENT.

Vote Yes!CALIFORNIA TOURISM MARKETING RENEWAL

ASCHIEFFISCALOFFICER,IHAVEMUCHRESPECTFORTHEWAYTHECTTCCONDUCTS

BUSINESSANDMANAGESITSFINANCIALINVESTMENTS,AN

DFORTHEEFFECTIVENESSOF

THECOMMISSIONSDEPARTMENTALPROGRAMS.

RRY WESTROPETC CHIEF FISCAL

FICER

CE PRESIDENT OF

MINISTRATION,

EAN PARK HOTELS, INC.

Referendum26



29/32

Voting YESon the California ourism

Marketing Renewalwill ensure California

tourism remains competitive with other states

and other worldwide destinations.If therenewal fails to pass, California will rank

last in tourism marketing budgets.

CTTC REGIONAL MARKETING REPRESENTATIVES

CTTC regional marketing

representatives reported over

2,700 meetings with assessed

businesses throughout California.

The six representatives attend

industry events and meet with

travel industry partners on a

regular basis to communicate the

CTTCs various marketing programs

and cooperative opportunities.

Bob Amano

L.A. and Orange County

[email protected]

Kathy Anderson

San Diego, Inland Empire and Deserts

[email protected]

Shellie Cook

Northern and Central California

[email protected]

Pettit Gilwee

Northern and Southern California Mountains

[email protected]

Jean Johnstone

San Francisco Bay Area/Central Coast

[email protected]

COMISSIONER

JON HANDLERY

SENIOR VICE

PRESIDENT AND

GENERAL MANAG

HANDLERY UNION

SqUARE HOTEL




30/32

CC Commissioners

Work ogether toBenefit Industry

ORANGE COUNTY

JIM BURBA

BURBA HOTEL

NETWORK

HIGH SIERRA

RUSTY GREGORY

MAMMOTH

MOUNTAIN

SKI AREA

NORTH COAST

TOM KLEIN

RODNEY STRONG

VINEYARDS

INLAND EMPIRE

GILLIAN zUCKER

CALIFORNIA

SPEEDWAY

SUNNE WRIGHT

MCPEAK

FORMER SECRETARY,

CALIFORNIA BUSINESS,

TRANSPORTATION AND

HOUSING AGENCY

DALE BONNER

SECRETARY,

CALIFORNIA

BUSINESS,

TRANSPORTATION

AND HOUSING

AGENCY

CAROLINE BETETA

CTTC EXECUTIVE

DIRECTOR, DEPUTY

SECRETARY

FOR TOURISM,


TRANSPORTATION AND

HOUSING AGENCY

CENTRAL COAST

TED BALESTRERI

CANNERY ROW

COMPANY

CENTRAL VALLEY

VACANT

DESERTS

VACANT

GOLD COUNTRY

JOHN DUNLAP III

DUNLAP, VAN VLECK

& BROWN, LLC.

SHASTA CASCADE

JOHN KOEBERER

CALIFORNIA PARKS

COMPANY

SAN DIEGO

CHUCK HANSEN

VIEJAS

ENTERPRISES

CTTC Commissioners

GOVERNOR APPOINTED BY REGION

NOT PICTURED

EXEC. DIRECTORCHAIRFORMER CHAIR

CALIFORNIA IS

WORKING HARD

TO IMPROVE OUR

INFRASTRUCTURE TO

MAKE IT EASIER FOR

VISITORS TO SEE THE

MANY MAGNIFICENT

AREAS OF OUR STATE.

OVER THE NEXT FEW

YEARS, WE ARE

SPENDING BILLIONS OF

DOLLARS TO REDUCE

CONGESTION, EXPAND

OUR EXISTING ROADS

AND BUILD MORE MASS

TRANSIT IN OUR STATE.

THESE INVESTMENTS

WILL MAKE VISITING

THE STATE EVEN EASIER

AND MORE CONVENIENT

FOR THE MILLIONS OF

TOURISTS WHO ENJOY

CALIFORNIA EVERY

YEAR.

DALE BONNER

SECRETARY,


TRANSPORTATION

AND HOUSING AGENCY,

AND CTTC CHAIR

LOS ANGELES

COUNTYTADAO

FUJIWARA, M.D.

SAN FRANCISCO

BAY AREA

JACK GRIBBON

HOTEL EMPLOYEES

AND RESTAURANT

EMPLOYEES

INTERNATIONAL

UNION

28



31/32

THE 37-MEMBER CTTC COMPRISES

COMMISSIONERS FROM CALIFORNIAS

12 TOURISM REGIONS. MEMBERS

REPRESENT FIVE INDUSTRY SECTORS:

ACCOMMODATIONS, RESTAURANTS

AND RETAIL, ATTRACTIONS AND

RECREATION, TRANSPORTATION AND

TRAVEL SERVICES AND PASSENGER

CAR RENTAL. TWENTY FOUR OF THE

COMMISSIONERS ARE ELECTED BY

ASSESSED CALIFORNIA BUSINESSES;

12 ARE GOVERNOR-APPOINTED;

AND THE 37TH IS THE CALIFORNIA

BUSINESS, TRANSPORTATION AND

HOUSING AGENCY SECRETARY, WHO

ALSO SERVES AS THE CTTC CHAIR.

ELECTED COMMISSIONERS BY INDUSTRY

NOT PICTURED

MARK ERSKINE

SAN DIEGO

MARRIOTT HOTELAND MARINA

CHIP CONLEY

JOIE DE VIVRE

HOSPITALITY

TIM BRIDWELL

HILTON HOTELS

CORP., CENTRAL

AND NORTHERN CA

(RETIRED)

JON HANDLERY

HANDLERY UNION

SQUARE HOTEL

RICK ANDERSON

CASA TROPICANA

INN & SPA

TOM NETTING

HYATT GRAND

CHAMPIONS

RESORT

& SPA (RETIRED)

CORMAC

OMODHRAIN

CIM GROUP

J.P. PATEL

BEST WESTERN

COLONY INN

RICK LAWRANCE

CALIFORNIA

LODGING INDUSTRY

ASSOCIATION

REGGIE MCDOWELL

INSTERSTATE

HOTELS/MERISTAR

JAY JAMISON

PISMO COAST

VILLAGE

SIMA PATEL

HOLIDAY INN

EXPRESS

HOTEL AND SUITES

DAVID COHN

COHN RESTAURANT

GROUP

LOUIS MEUNIER

MACYS

MARK RUNNING

ROYS RESTAURANT

ANDY FICHTHORN

SEAWORLD OF

CALIFORNIA

LARRY KURzWEIL

UNIVERSAL STUDIOS

ED LITRENTA

SEAWORLD

SAN DIEGO

(RETIRED)

TERRY WESTROPE

CTTC CFO

OCEAN PARK

HOTELS, INC.

JOHN WAGNON

HEAVENLY

MOUNTAIN RESORT

CLAIRE BILBY

CTTC VICE CHAIR

WALT DISNEY

PARKS AND

RESORTS

TERRY MACRAE

CTTC VICE CHAIR

HORNBLOWER

CRUISES & EVENTS

JERRY DOW

VANGUARD CAR

RENTAL USA, INC.

(ALAMO-NATIONAL)

DIANA MEINHOLD

AUTOMOBILE CLUB

OF SOUTHERN CA

(AAA)

BOB MUHS

AVIS BUDGET

GROUP, INC.

BRIAN KENNEDY

HERTZ

ACCOMMODATIONS

ACCOMMODATIONS RESTAURANTS AND RETAIL

TRANSPORTATION AND TRAVEL SERVICES PASSENGER CAR RENTAL

ATTRACTIONS AND RECREATION

COMMISSIONER ROSTER CURRENT AS OF SEPTEMBER 2007. VISITCALIFORNIA.COM/YEARINREVIEW 29



32/32

Inigh Yr in Rviw

STATE OF CALIFORNIA

Arnold Schwarenegger, Governor

Dale Bonner, Secretary,

California Business, Transportation and

Housing Agency and Chair, CTTC

CTTC

Caroline Beteta, Executive Director

Jennifer Jasper, Deputy Director,

Communications

Sue Coyle, Director of Corporate

Communications,

Insights Year in ReviewEditor

Insights Year in Reviewis an

annual publication of

the California Travel and Tourism

Commission (CTTC). Articles contained in

Insights Year in Reviewmay be reproduced

without permission; however,

acknowledgement is appreciated. Direct all

inquiries and correspondence to:


980 9th Street, Suite 480

Sacramento, CA 95814

Tel: (916) 444-4429

Fax: (916) 444-0410

E-mail: [email protected]

visitcalifornia.com

2007 California Travel and

Tourism Commission


980 9th Street, Suite 480

Sacramento, CA 95814

Presorted Standard

U.S. Postage

PAID

Permit No. 1434

Sacramento, CA

COMING SOON

SEPTEMBER 2007

1316 JATA WORLD TOURISM CONGRESS & TRAVEL FAIR TOKYO, JAPAN

1719 CALTIA RURAL TOURISM CONFERENCE CATALINA ISLAND, CA

2627 TIA TRAVEL LEADERSHIP SUMMIT/ WASHINGTON, D.C.

CA CONGRESSIONAL DINNER

OCTOBER 2007

2324 EXECUTIVE/COMMISSION/MARKETING MEETING NEWPORT BEACH, CA

30 CTTC LOS ANGELES MEDIA RECEPTION BEVERLY HILLS, CA

NOVEMBER 2007

26 NTA (NATIONAL TOUR ASSOCIATION) KANSAS CITY, MO

1115 WTM (WORLD TRAVEL MARKET) LONDON, U.K.

DECEMBER 2007

46 LUXURY TRAVEL EXPO LAS VEGAS, NV

JANUARY 2008

9-10 4TH ANNUAL CALIFORNIA CULTURAL MONTEREY, CA

TOURISM SYMPOSIUM

2024 GO WEST SUMMIT COLORADO SPRINGS, CO

2324 EXECUTIVE/COMMISSION/MARKETING MEETING SACRAMENTO, CA

INSTALLATION DINNER

29 CTTC NEW YORK MEDIA RECEPTION NEW YORK, NY

FEBRUARY 2008

27 ABA (AMERICAN BUS ASSOCIATION) VIRGINIA BEACH, VA

48 CTTC JAPAN SALES MISSION JAPAN

1113 EXPO VACACIONES MEXICO CITY, MEXICO

1724 AMGEN TOUR OF CALIFORNIA CALIFORNIA-WIDE

2527 SEE AMERICA EXPOS AUSTRALIA/NEW ZEALAND

MARCH 2008

59 ITB BERLIN, GERMANY

APRIL 2008

TBD CTTC EUROPEAN SALES MISSION EUROPE

22 CTTC SAN FRANCISCO MEDIA RECEPTION SAN FRANCISCO, CA

MAY 2008

31JUNE 4 TIA INTERNATIONAL POW WOW LAS VEGAS, NV

JUNE 2008

TBD CALTIA CONFERENCE ON TOURISM SOUTHERN CA

GO TO VISITCALIFORNIA.COMFOR COMPLETE UP-TO-DATE CTTC INFORMATION

Insights Year In Review 20062007California Travel and Tourism Commission

produkti turistik dhe marketingu i tij rasti i (california - 0607)

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