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Visit California: Dream & Deliver

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Visit California: Dream & Deliver Visit California: Dream & Deliver MARKETING STRATEGIC FRAMEWORK 2020-2022 LETTER FROM THE CEO Caroline Beteta Dreaming Beyond California is the No. 1 visitor destination in the nation, fueled by an industry-guided marketing program that inspires people around the world to visit the Golden State. California’s tourism industry has enjoyed record-breaking success. However, a shifting competitive landscape, growing economic threats and changing consumer behavior require our industry to remain nimble. Visit California’s global marketing program must continue to evolve to continue paying dividends to our state and its tourism industry. Led by extensive new research and guided by industry input, this Dream Big 2.0 Marketing Plan is a two-year blueprint for the next chapter of Golden State tourism. The framework outlined in the pages that follow focuses on refined strategies and audience insights to address today’s consumer in more meaningful ways. This framework supports Visit California’s focus on ensuring a quality visitor experience as part of the developing Destination Stewardship and Sustainable Travel Plan. The Visit California Board of Directors will review and consider a complete two-year Dream Big 2.0 Marketing Work Plan in May 2020, building on this strategic framework to include tactical annual work plans. Thank you to Visit California Commissioners, committee members and industry partners throughout the state for their indispensable leadership and guidance in developing a strategic approach that will ensure California’s tourism industry remains an economic engine that benefits all Californians. Dream Big! Caroline Beteta, President & CEO, Visit California ABOUT VISIT CALIFORNIA KEY OBJECTIVE The California Travel and Tourism Commission, doing Maintain and increase nonresident leisure travel to and business as Visit California, is a 501(c)6 nonprofit spending in California. corporation that markets California as a desirable tourism destination. Visit California works in close coordination GUIDING PRINCIPLES with California’s Office of Tourism — while Visit California conducts marketing programs that drive visitation, the 1. Do what the industry cannot do for itself. Office of Tourism oversees the assessment program that Deliver value to and collaborate with tourism- helps to fund these initiatives. For more information about related businesses. Visit California, visit industry.VisitCalifornia.com. 2. Build awareness and preference for the California Brand to stimulate travel. 3. Use key metrics and ROI to inform the strategic MISSION direction of the program of work overseen by Visit California is a nonprofit organization with a mission to the board. develop and maintain marketing programs — in partnership with the state’s travel industry — that keep California top of mind as a premier travel destination. INDUSTRY-LED California’s statewide marketing programs are made possible through tens of thousands of industry partners VISION and is stewarded by Visit California. The board of directors, Visit California will be the recognized source for statewide led by an industry-elected board chair, guide the global marketing planning and implementation, and information marketing program of work, supported by industry and support to California’s vast travel and tourism industry, committees that provide direction for efforts against thereby maintaining California’s position as one of the various brand pillars. world’s preeminent travel and tourism destinations. 6 EXECUTIVE SUMMARY: Dream & Deliver Visit California’s two-year marketing strategic framework Dream & Deliver is about Dreaming Big and delivering results. reflects a collective vision from the commission and industry As such, the majority of our programs focus on tried and leadership. It is guided by proven programs and innovative true initiatives that yield Return on Advertising Spend and tactics to respond to new challenges, including responsible maximized program investment. The balance includes new travel, that face the state’s tourism industry. components and platforms that allow us to innovate and maintain a competitive edge. This measured approach to risk- Over the past two fiscal years, Visit California marketing taking will empower Visit California to Dream and Deliver into programs generated over $27 billion — a full 10% of the the future to be stewards of our resources for current and state’s tourism economy.* What’s more, nearly 90 million future travelers to enjoy for generations to come. global households recalled our advertising and are more likely to be inspired to visit as a result. These and prior successes The next steps for the marketing plan include working with in addition to the work of our industry partners have our agencies, partners and industry to develop the tactical contributed significantly to the past nine years of consecutive work plan and associated budgets that will be presented to growth in the state’s tourism industry. the board in May. This plan will continue to deliver on proven KPIs and economic impact, thereby helping to support the However, California must now contend with a host of lifestyle of all who live, work and play here. new domestic and international competitors, shifting traveler preferences and consumer behavior, fragmented *As reported by SMARInsights media landscapes, economic fluctuations and environmental crises. In preparation for development of this plan, Visit California conducted three bodies of research: Dream Big 2.0 Platform Evolution, California Trip Segmentation and Brand Health. This research has provided insights that are the very underpinnings of this framework and are evidenced by the following core strategies: 1. Cultivate the California Brand: 2. Trigger Active Consideration: 3. Drive Market Development: Build on the equity of Visit Develop and distribute mobile- Develop international markets California’s Dream Big global first statewide content using Visit through a deliberate mix of brand, marketing program. California’s expansive owned and digital, social, public relations, trade social platforms. and partnership activity to increase reach and California presence. Stewardship: Infuse Dream Big 2.0 Stewardship: Leverage California as a Stewardship: Calibrate sustainability with stewardship and sustainability sustainable destination to attract the messaging to each market audience attributes. Conscious Traveler. and leverage partnerships to support visitor management strategies. Industry-ledLooking from the beginning,Back Visit California has proven that California tourism is stronger when united. For more than 25 years, Visit California has developed and maintained a strong global brand for California around the world, inspiring travelers to “Dream Big” in the Golden State. DREAM BIG MARKETING MILESTONES FY14/15 FY15/16 FY16/17 • Unveiled Dream Big • “Top Chef” California • “All Dreams Welcome” launch marketing plan to industry • “Bay Area or Bust” with Joe and Canada and Mexico CEO • Dream365TV launched as Montana to maximize on Super missions part of Dream 365 Project Bowl 50 held in California • “Golden State of Luxury” platform launch • “California Dream Eater” • “Average Joes” and “Kids premieres Unplugged” refreshed spots • “Living the Dream” • “Dreamers” and “Kids at • Emma Stone episode on • “Kidifornia” Play” continue to air Dream365TV • “Jonny Moseley’s Wildest • China CEO Mission Dreams” launch • Expanded China office network • Visit California “Silver to five Anniversary” • National Parks Service • Britifornians Campaign with Centennial – Obama visit to British Airways (U.K.) Yosemite • MasterChef Broadcast • U.S. Sino Summit (China) (Australia) • Hosted Miss France Broadcast (France) • California STAR sales companion and training platform launch • New content series: “California 101” and “Luxury Minute” 8 FY17/18 FY18/19 • “California Now” blog launch • IPW Anaheim and California • First DMO Influencer Advisory Plaza Board • “Power of Love” PSA • India CEO Mission • “Tasteblazers” culinary platform • New content series: evolution “Adventures in Kidifornia” • “Spoiled” and “Parents Love It” • “The Grateful Table” Fundraiser • “California Road Trip Republic” to support wine country wildfire • New Michelin Guide California recovery • Highway 1 “Dream Drive” • Industry website launch • Middle East CEO Mission • Media Center launch • Connections California Luxury • Launch of California Global Forum Ready: India • Inaugural California Surfing Day • Consumer campaign for PyeongChang Winter Olympics • New investment in Middle East market MILESTONES MARKETING • Hosted India Film Producers Forum (India) 9 Looking Forward: The Macro Landscape 10 The past two years were momentous for the California tourism industry. California tourism enjoyed a 10th straight year of success, setting records in travel spending, jobs and tax revenue. The state remains the nation’s No. 1 travel destination. Despite this success, decades of complicated crises and FY18/20 MARKETING CORE OBJECTIVES economic scenarios have tested California’s resilience and During the past two years, Visit California’s marketing program challenged the industry. has driven success for the California tourism industry by meeting In the wake of the state’s most devastating fire season in 2018, the following core objectives: Visit California launched a multi-layered “#CALove” campaign. • Fuel a statewide brand and marketing platform globally. This included a celebrity-driven public service announcement to • Facilitate meaningful engagement
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