15TH ANNUAL LOS ANGELES FEBRUARY 15-16, 2020 LOS ANGELES CONVENTION CENTER WWW.LATRAVELSHOW.COM
RESULTS - EVENT SUMMARY
/TravelandAdventureShow @TravAdventure @TravAdventure 2020 LOS ANGELES TRAVEL & ADVENTURE SHOW Date: February 15-16, 2020 Venue: Los Angeles Convention Center Location: 1201 South Figueroa Street Los Angeles, CA 90015 Hall: West Halls A&B - 210,685 sq. ft. THANK YOU TO OUR SPONSORS
MAJOR SPONSORS: SUPPORTING SPONSORS:
CONTRIBUTING SPONSORS: OFFICIAL AIRLINE SPONSOR: PHOTO BOOTH SPONSOR: VACATION OWNERSHIP SPONSOR:
FAM-TAS PROGRAM SPONSORS: GLOBAL BEATS STAGE SPONSOR:
PASSPORT & GLOBAL ENTRY MEDIA SUPPORTERS: PRODUCED BY: ACCEPTANCE PROGRAM:
TRAVEL INDUSTRY PARTNERS: ATTENDANCE SUMMARY ATTEN ANCE SUMMAR
TOTAL ATTEN ANCE TRAVEL TRA E TRAVEL AGENTS PRESS
HOUSEHOL INCOME HHI ATTEN EE GEN ER
E O (A +8% increase over 2019) P E
250k+ 19% 150k - 250k 28%
100k - 150k 27%
75k - 100k 14%
50k - 75k 9%
50k 3% TRAVEL E PEN ITURE 2020 ATTEN EE AGE 2020 S O T 2019
P E 2019
. . K
FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM HEADLINE SPEAKERS & STAGES
In 2020, the LA Travel & Adventure Show provided Keynote Speakers Included: new, updated content and speakers to engage attendees. The results? Almost all sessions on all stages on both Saturday and Sunday were RICK STEVES standing room only. Travel Writer, Host of Rick Steves’ The Travel Theater, where attendees go for Europe and Travel inspiration and advice from travel celebrities, with Rick Steves welcomed back Rick Steves and Samantha Brown. SAMANTHA BROWN Pauline Frommer and Peter Greenberg also spoke Host, PBS Samantha to tens of thousands of attendees across the Brown’s Places to Love weekend.
At the Destination Theater, dozens of sessions PAULINE FROMMER spanning both show days provided educational Editorial Director of workshops based on specific destinations. From the Frommer’s Guides and Publisher of luxury train tours and The Bahamas, to MSC Frommers.com Cruises and the Cook Islands, attendees had the PETER GREENBERG opportunity to learn about various destinations from around the world in 30 minute sessions. Emmy Award - Winning Investigative Reporter, On the Savvy Traveler Theater, attendees enjoyed CBS News Travel Editor over 15 sessions over both days dedicated to providing actionable advice on how to travel safer, better, and more efficient. From packing tips and solo travel advice, to budget tips and how to be a travel influencer, Travel & Adventure Show consumers packed the theater each day.
For those attendees searching for cultural experiences, the Global Beats Stage provided just that. With over 20 cultural performances, attendees got to feel the beat and rhythm of faraway cultures from around the globe.
In addition to meeting with our vendors, attendees engaged in activities such as:
+ Travel Theater + Destination Theater + Savvy Traveler Theater + Global Beats Theater + Virtual Reality Activity Pavillion + Zorb Rollers + “Go Dive Now” Scuba Pool + Visit Billings, Montana Photo Booth + Rock Wall Climbing + Cultural Pavillion
FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM PROMOTION SUMMARY
For the 2020 Travel Show Season, the Marketing Team was tasked with not only increasing attendance, but also increasing the quality of attendees who walked through the show doors. The result? The LA Show’s media mix grew 12% in overall impressions year over year.
Broadcast Television:
Two of the top stations in the market, ABC, KTLA and CBS, were utilized to spread the word 10 days out from the event. With just under 400 commercials running during hyper-targeted day parts, overall television impressions came in at 35.7 million, which is a 5% increase year over year.
Radio:
Between KFI-AM, KSPN-FM, KRTH-FM, KOST-FM, KCBS- FM, KKGO-FM, 450 radio spots ran over the span of two and a half weeks. Over 18.1 million radio impressions were served, boosting exposure across the top radio stations in the LA area. This integrated radio campaign increased overall radio impressions over 13% year over year.
Out of Home:
Targeting high-affluent areas around the LA area, multiple bulletins and posters were placed on major freeways and high traffic areas. This program resulted in just under 30 million impressions, a 31% increase over 2019.
Digital Campaign:
In addition to digital campaigns with TV and radio partners, an outside digital marketing agency, AdTaxi, put together a campaign that spanned across social media and programmatic banner ads. The results? Over 5 million digital impressions to qualified prospects that met the Travel & Adventure Show’s demographic.
Media Coverage:
In the weeks leading up to the event, various print and radio interviews were set up with exhibitors, speakers and Travel Show Management. Throughout the week of the show, radio interview and local news stories covered the Travel Show in LA. Peter Greenberg promoted the LA Travel Show on KCAL 9 News (CBS), while multiple influencers and major news networks covered the show online.
FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM PROMOTION SUMMARY - CONTINUED
FACEBOOK:
Within the 3 Weeks leading up to, and including, the Los Angeles Event, the Travel & Adventure Show Facebook advertising campaign targeted Los Angeles area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 280,000 people while creating 444,193 impressions, drawing more attention to the event and driving ticket sales. Additionally, The Travel & Adventure Show Facebook Advertising campaign included a separate Los Angeles Event Response Campaign that reached 65,109 people while creating 131,427 impressions and 938 event responses.
TWITTER:
By engaging celebrity speakers, local and national bloggers and industry professionals, @TravAdventure created over 16,000 organic impressions. The Los Angeles hashtag, #LATravelShow was used in over 150 Tweets.
INSTAGRAM:
Within 3 Weeks leading up to, and including, the Los Angeles Event, Travel & Adventure Show Instagram advertising campaign targeted Los Angeles area travelers, promoting event speakers, sponsors and exhibitors. These ads reached 1,836,000 people while creating 4,215,380 impressions. #LATravelShow was used in over 200 posts leading up to, and including the Los Angeles event.
TESTIMONIALS Claudio Zemp, Director, Switzerland Tourism North America “The Travel & Adventure Show brings the right people to our booth. We love the clients who come here…they’re so interested in our product. One of the reasons we love working with the Travel & Adventure Shows so much is the big media exposure that we get. We have TV interviews, we have radio stations calling in, we have a lot of journalists and bloggers coming. This is what enticed us to go even bigger here this year with the Travel & Adventure Shows.”
FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM FAM-TAS PROGRAM SUMMARY
The FAM-TAS Travel Agent Program took place on day one of the 2020 LA Travel & Adventure Show. This turn- key program provided a platform for select destinations and travel suppliers to connect with, educate and familiarize retail Travel Agents with how best to market and sell their products through a dynamic schedule of catered presentations and show floor passport program.
2020 FAM-TAS TRAVEL AGENT FAM-TAS PROGRAM SPONSORS: PROGRAM ATTENDANCE SATURDAY, FEBRUARY 15TH
Travel Agents: 74
2020 FAM-TAS PRESENTATION SPONSORS
• South African Tourism • Switzerland Tourism • Africa Travel Association • Gautemala, Heart of the Mayan World
2020 PASSPORT PROGRAM SPONSORS
• South African Tourism • Switzerland Tourism • Gautemala, Heart of the Mayan World • Carpe Mundo Adventure Travel • Tucan Travel • Travel Nevada • Florida Keys & Key West • West Yellowstone, Montana • The Islands of the Bahamas • GIVE Volunteers • Visit Big Bear • Holland America Line
TESTIMONIALS
Nestor Deytiquez, Independent Travel, City Tours & Travel “Very informative and good know there are many destinations to see in Switzerland.” Anonymous “Very impressed. Have attended as an Advisor last 2-3 years, first time as FAM participant, worth the investment.” Diane Korpinen, AAA Travel – Thousand Oaks “It really opened my eyes to different elements & selling strategies.”
FOR INFORMATION ON EXHIBITING: 203.878.2577 | [email protected] | TRAVELSHOWS.COM JOIN US THIS YEAR IN THESE MARKETS
DALLAS SEPTEMBER 11–12, 2021
BOSTON SEPTEMBER 25–26, 2021
ATLANTA OCTOBER 16-17, 2021 INTERESTED IN EXHIBITING/SPONSORING: P: 203-878-2577 E: [email protected] SF/BAY AREA WWW.TRAVELSHOWS.COM OCTOBER 23-24, 2021
PRODUCED BY: DENVER NOVEMBER 6–7, 2021
NOTE: DATES SUBJECT TO CHANGE
/TravelandAdventureShow @TravAdventure @TravAdventure TRAVELSHOWS.COM REV 051721