2010–11 - the California Tourism Industry Website

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INTERNATIONAL 38 Insights YEAR IN REVIEW | 2010–2011 Mexico CALIFORNIA SUPER STAR Visit California carried out two campaigns as part of its “Be a California Super Star” series, which showcased California themes to Mexican consumers, media and travel trade. The first campaign, “Be the Super Star of Your Family in California,” was aimed at reaching travelers with children in order to promote California as a destination for the whole family. The program involved branded entertainment exhibits at Kidzania and Granja las Americas, two Mexican theme parks, a feature on the campaign Web site (SuperEstrelladeCalifornia.com) and a specific microsite (CaliforniaKidsdeMexico.com). Visit California also held a launch event for trade and media at Kidzania, with over 200 participants. The program generated $175,000 in media value. The second campaign, “Be a California Fashion Super Star,” was launched in February to highlight California’s shopping and wellness offerings. Visit California hosted an accessories fashion show event, drawing nearly 100 travel agents and media. Partnering with Palacio de Hierro department store and its travel agency, Viajes Palacio, ensured greater exposure to high-end consumers. Shopping itineraries, destination features and a consumer contest were included on the campaign microsite. The campaign received a total media value of nearly $200,000.
Print Advertising Launch In 2010–11, for the first time in California’s recent history in the Mexico market, Visit California carried out consumer print advertising. Visit California’s audience of high-end consumers were targeted in ads in leading Mexican newspapers and magazines, including Travel + Leisure, National Geographic Traveler and Quien. Ads focused on California destinations and attractions and featured co-ops with top tour operators, reaching nearly 109 million consumers. Ads focused on California attractions and destinations, reaching nearly 109 million consumers. Mexico Sales Day Visit California held its inaugural Mexico Sales Day in December with five California delegates, reaching 120 key members of the Mexican travel trade and media. Events included one-on-one meetings, media receptions and training events. TOURISM.VISITCALIFORNIA.COM 39
Page 1 and 2: J ULY 1 , 2010 -J UNE 30, 2011 EAR
Page 3 and 4: The Sunshine State, The Golden Drea
Page 5 and 6: Legislative Connections Once again,
Page 7 and 8: AMGEN TOUR OF CALIFORNIA In May 201
Page 9 and 10: Nearly 1,000 industry stakeholders
Page 11 and 12: california WinE month sEptEmbEr 201
Page 13 and 14: TOURISM.VISITCALIFORNIA.COM 13
Page 15 and 16: approval by date art director copyw
Page 17 and 18: Live Like a Californian To compleme
Page 19 and 20: California Road Trips California Ro
Page 21 and 22: CALIFORNIA WELCOME CENTERS CALIFORN
Page 23 and 24: COMMUNICATIONS Media Relations In p
Page 25 and 26: FUN SPOTS: The twenty-third year of
Page 27 and 28: CANADA $2.4 MILLION U.S. $25 MILLIO
Page 29 and 30: Reaching Deeper In 2010-11, a brand
Page 31 and 32: Korea CALIFORNIA’S TOURISM AMBASS
Page 33 and 34: Partnership With Visa Visit Califor
Page 35 and 36: Mission Abroad In 2010, Visit Calif
Page 37: Timed to take advantage of the broa
Page 41 and 42: SECONDARY/EMERGING MARKETS India En
Page 43 and 44: FILMING IN COACHELLA Digital Strate
Page 45 and 46: ACCOMMODATIONS Rick Anderson Casa T
Page 47 and 48: WATCH THE 2011 YEAR IN REVIEW VIDEO

2010–11 - the California Tourism Industry Website

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