CALIFORNIA CASE STUDY: Wine-Fueled Destination Marketing

Caroline Beteta
President & CEO
Visit California

Transcript

1. CALIFORNIA CASE STUDY: Wine-Fueled Destination Marketing Nov. 7, 2017
2. Caroline Beteta President & CEO Visit California
3. Mission: Create desire for the California experience
5. FUELING CALIFORNIA’S ECONOMY DRIVING CALIFORNIA’S ECONOMY
6. INSPIRATION PLANNING TRANSACTION RENTAL CARS ACCOMMODATIONS ATTRACTIONS RESTAURANTS & RETAIL TRANSPORTATION LOCAL DMOs
7. GLOBAL BRAND TARGET ADULTS, TOP 33% income FAMILY OPPORTUNITY TARGET SUPER AFFLUENT OPPORTUNITY TARGET $250K INCOME CALIFORNIA EXPERIENCES OUTDOOR | CULINARY | ENTERTAINMENT | CULTURE | LUXURY Strategic Framework Kids in HH 79.78 million individuals 41% of brand target 17% of brand spend
8. GLOBAL BRAND TARGET ADULTS, TOP 33% income FAMILY OPPORTUNITY TARGET SUPER AFFLUENT OPPORTUNITY TARGET $250K INCOME CALIFORNIA EXPERIENCES OUTDOOR | CULINARY | ENTERTAINMENT | CULTURE | LUXURY Strategic Framework Kids in HH 79.78 million individuals 41% of brand target 17% of brand spend
10. #CaliforniaWineCountryNOW
13. #CaliforniaWineCountryNOW Oct. Nov. Dec. Jan. Feb. • Executive communications • Media monitoring • visitcalifornia.com content • Social media activation • Community forums • “Grateful Table” benefit dinner • CANow blog launch March April Owned and paid media extend the message
14. Paid Owned Earned Trade
15. Paid Owned Earned Trade
16. ‘Always On’ campaign
17. California Dream Eater
19. Online TV
20. Sunday, Nov. 12
21. ‘Go Where Locals Go’
22. Documentary featuring Wine Country Produced by Tyler Florence telling fire story with residents, restaurateurs and winemakers
23. Paid Owned Earned Trade
24. FIRE RESPONSE Action plan
25. Website content • Recovery & Welcome message localized for all markets • Prominent placement of Wine Country content • California 101 content available in January
26. Blog launch
27. Social Media • Sharing DMO and industry posts • Reoccurring messaging highlighting Wine Country
28. Social media: User-generated content • Two-pronged approach • Use current photos showing wine country beauty • Sharing activation around #CALove
29. E-Newsletter Inclusion of Fire Recovery content in e-newsletters: • U.S. • U.K. • Canada • Australia • Mexico • Germany
30. Print Activation • California Visitor’s Guide • Road Trips “We had a blast. It’s gorgeous, it’s got incredible wine and incredible restaurants …” - Mario Lopez on his recent Napa Valley getaway
31. Paid Owned Earned Trade
32. Media activation
33. Nov. 21 VisitCalifornia.com/GratefulTable
34. WINE MATTERS
35. 54 Visitors to California who take part in wine experiences million
36. Top California activities Sources: TNS, Tourism Economics Trip Activities Participating travelers Shopping 21.1% Beach 19.0% Fine dining 16.6% Urban sightseeing 11.2% Museums 10.8% Rural sightseeing 9.8% Theme park/ Amusement park/ Water park 8.4% Historic sites/churches 8.3% Art galleries 7.9% State park/Monuments/ Recreation areas 7.8% Casino/gaming 6.4% Wine tasting/winery tour 6.3% Hiking/ Backpacking/ Canyoneering 6.1%
37. SHARING THE DREAM
38. FY17/18 Global investments $3.6 million $4.4 million $9.48 million $4.83 million $6.6 million $64.2 million Tier 1 $1.1M $1.25M $1M $1.3M $1.1M Tier 2 $250K $250K $800K Tier 3
41. LIVING THE DREAM
43. NEXT GENERATION MARKETER
46. #DreamEats (and drinks) • 10 episodes featuring wine destinations
47. 3,000 RESTAURANTS
51. BRINGING DREAMS TO LIFE
53. Market sensitivity MEXICO CANADA GERMANY AUSTRALIA U.K. FRANCE CHINA INDIA KOREA JAPAN BRAZIL HIGHLY SENSITIVE MODERATELY SENSITIVE LIGHTLY SENSITIVE
54. CEO ‘All Dreams Welcome’ Missions
56. Thank you!