Activities January 2013 - the California Tourism Industry Website

By/ John Migliorini, Director of Sales, Anne Veith Communications& Strategy Manager, Maja Bersaa, Art Director, and
Karin Gert Nielsen, Managing Director, Scandinavia & Finland
From the left: Charlotte, Kenne, Maja, Mikkel, Karin, Klaus, Anne and John
Activities January 2013
CPH-SFO SAS VIP group on inaugural flight - planning with SF Travel and SFO
9 th – 13 th January
Discover America annual Meeting, Copenhagen, January 8th
Planning of 2013 activities including March 4th event

January 2013
Reiseliv Oslo, Travel Show, January 11 th – 13 th
45.000 people visited the show this year. VCA maps and IVG guides distribution at Brand USA pavilion
Norwegian Travel Awards 2013, January 13 th
United States voted best tourist destination by Norwegian travel agents
Ambassador White received the Grand Travel Award on behalf of the U.S. and said it was a great honor
Nordmanns Reiser, Bergen, Consumer Event, January 14 th
KGN did a VC presentation to 500 consumers. This event was a great success. Nordmanns is one of the
largest TO in Norway with offices in Bergen and Oslo.

January 2013
Discover America Helsinki, Finland, January 16 th
We participated in the annual workshop gathering 80 travel trade professionals from Finland. We did table
top presentations. IVG and maps distributed at Brand USA Pavilion
Matkat Travel Trade Show, Helsinki Finland, January 17 th – 18 th
We worked the floor during the show and met with the US partners. More than 76.000 people visited the
show this year. We had brochure distribution at the Discover America booth.

At Matka Travel Fair, Nicholas Randal Kuchova, Regional Senior Commercial Officer
Embassy of the United States of America in Finland and Karin Gert Nielsen
Ferie Bella Center, Travel Show, Copenhagen, January 18 th – 20 th
42.000 people visited the fair during 3 days. IVG and Maps distributed at Brand USA Pavilion
January 2013

California Wine Meeting, Copenhagen, January 24 th 2013
Co-op opportunities for Q1 and Q2, 3 events planned
Travel show, Denmark, Odense, January 26th – 28th
Displayed VCA video’s during the show visited by 10.000 consumers
Discover America Denmark Event, Copenhagen, January 29th
Workshop and presentation by TV reporter, subject: “50 states in 100 days”
January 2013

Market Overview
January 2013
The Nordic Region is the fourth largest European visitor to the US and the sixth largest worldwide visitor
with 1,161,953 in 2011. In 2012 Nordic visitors to California counted 210,000 with an 18.7% market share,
and compared to other European markets, the region has the second highest percentage of the population
traveling to California, namely 64% of a population of 25 million. Consumers enjoy six weeks paid vacation
scattered throughout the year and are traveling more than ever. They stay longer than the average traveler
and spend more than $20 billion on travel each year.
The economic model of the Nordic countries, specifically Denmark, Norway and Sweden, is helping weather
the debt crisis plaguing the EU. These markets have recently functioned as so-called safe havens with
investors purchasing government bonds.
Because the countries (except Finland) are not part of the Eurozone, they have been spared of
much of the economic turbulence seen in Southern Europe.
The private consumption is expected to increase by 2.5% annually until 2015.
The unemployment rate is 6% on average – one of the lowest in the EU.
GDP growth rate is 2.8 % on average, and is expected to increase by 2.5% annually until 2015.
Key Market Strategies
Use Online Training Program to raise the importance and development of more official California
Experts.
Due to limited advertising resources, focus on PR through press fams and individual media fams,
newsletter and media pitches distributed throughout the region in multiple languages.
Participate in Discover America events/workshops in the Scandinavian countries and Finland
Annual tour operator & airline partner round table meeting and Thanksgiving celebration (350 Key
Industry executives)
Co-op events with California Wines
Co-op with Virgin Atlantic, British Airways, Swiss Air and SAS in promoting their new airlifts for
agent and media fams.

Airline news
Direct routes from the Nordic Region to the US at a glance
Frequency Aircraft
American Airlines
Helsinki – Chicago Reopening June 2013 Boeing 767-300
United
Copenhagen - New York EWR closed Boeing 757-200
Stockholm - New York EWR Daily Boeing 757-200
Oslo - New York EWR 9 weekly Boeing 757-200
Delta Air Lines
Copenhagen - New York JFK Seasonal, Reopening June Boeing 757-200
Stockholm - New York JFK Seasonal, Reopening June Boeing 757-200
Keflavik - New York JFK Seasonal, Reopening June Boeing 757-200
Finnair
Helsinki - New York JFK Daily Airbus A330-300
Icelandair
Keflavik - New York JFK 2 Daily Boeing 757-200
Keflavik - Boston 2 Daily Boeing 757-200
Keflavik - Minneapolis Daily Boeing 757-200
Keflavik – Seattle 6 weekly Boeing 757-200
Keflavik - Washington Dulles Reoponing April 2013 Boeing 757-200
Keflavik – Denver NEW this year Boeing 757-200
Iceland Express
Keflavik - New York EWR Seasonal, Reopened Boeing 757-200
Keflavik – Boston 4 weekly Boeing 757-200
Keflavik – Chicago Weekly Boeing 757-200
Keflavik – Orlando Weekly Boeing 757-200
SAS
Copenhagen - New York EWR 10 weekly from April 2013 Airbus A330-300
Copenhagen – SFO 6 weekly from April 2013 Airbus A330-300
Copenhagen - Chicago Daily Airbus A340-300
Copenhagen - Washington Daily Airbus A330-300
Stockholm - New York EWR Daily Airbus A330-300
Stockholm - Chicago Daily Airbus A330-300
Oslo - New York EWR Daily Airbus A330-300
Norwegian
Oslo - New York JFK 3 weekly from May 2013 787 Dreamliner
Stockholm - New York JFK 3 weekly from May 2013 787 Dreamliner
January 2013

Travel Trade News
January 2013
Discover America Sweden Workshop, February 5 th
VC will be participating in the workshop where 100 travel agents and media are expected for that
evening.
Competitions – OTP
We have approached airlines to set up a new competition “win a trip to California”
Competition is planned to run during the whole month of March 2013 and reach 3500 travel trade
contacts.
We are seeking to get 250 new travel agents registered. This will also be promoted during the workshops
throughout the year.
Virgin Atlantic will sponsor two tickets to USA

Fams
January 2013
Linda Røygård, Freelance, e.g. Motor and TravelHunter.dk, Denmark, September 23 rd -October 2 nd 2012
FDM MOTOR is a customer magazine by FDM which is the Danish association of car owners. MOTOR is the
largest magazine concerning cars, car ownerships, and thereby also road trips, etc.
Status: Articles on TravelHunter.dk published.
Jonas Henningsson, Aftonbladet, Sweden, January 16 th -20 th 2013
San Francisco
Aftonbladet is the largest daily newspaper in the Nordic Region with over 2,5m. daily readers (online and
print). The paper features a weekly section, and a bi-monthly travel magazine, which is one of Sweden’s
most read travel magazines.
Lars Dyhr, Editor-in-Chief, Check-in Billund, Denmark, January 26 th – 31 st 2013
Los Angeles, Solvang,
Check-in Billund is a travel trade magazine published by Billund Airport – Denmark’s second largest airport
– distributed to subscribers and throughout Billund Airport. They focus on all destinations reachable from
the airport and all aspects of the trip, from best accommodation to the culinary experiences to beaches and
cities. Readers are mainly 25+ and use the magazine as inspiration for their next trip.
Kai Hartmeyer, TV2, Denmark, March 11 th – 20th 2013
Los Angeles, Santa Barbara, Solvang, Monterey, Big Sur, San Francisco.
Kai Hartmeyer and Inge Hartmeyer are producers at Denmark’s largest commercial television group, TV2.
The concept, “In the footsteps of “Sideways”, will become a travel feature including music from Sideways,
the places featured in the movie, focus on vineyards, golf courses, “Taste of Solvang Festival”, and more. It
will also have a strong focus on interviews with Danish and American locals giving their point of view on the
Sideways-features of the area. Other than the main TV2 broadcast, the program will also be broadcast as a
special edition of the online show “Livet længe leve” (Long Live Life) on regional channel TV2 Fyn, as well as
“Golfmagasinet”, a TV2 golf series giving the latest scoops and inspiration for golfers. Lastly, an online
version will be broadcast on www.golf.dk, and articles will be published in the largest golf magazine in
Denmark, “Dansk Golf”.

January 2013
Tobias Larsson, Vagabond RES, Sweden, March 10 th -17 th 2013 (pending)
San Francisco, Wine country
Vagabond started 25 years ago and has grown to become Sweden’s largest and highest respected travel
magazine. The journalists have won multiple awards for e.g. Journalist of the Year 2010, and the content is
of great quality. The readers are loyal, and curious of new destinations to explore, new ways to travel, and
new things to experience, and so are the journalists.
Joakim Raboff, Aftonbladet, Sweden, April 2013 (pending)
San Francisco
Aftonbladet is the largest daily newspaper in the Nordic Region with over 2,5 m daily readers (online and
print). The paper features a weekly travel section, and a bi-monthly travel magazine, which is one of
Sweden’s most read travel magazines. Joakim Raboff has been assigned to write a comprehensive guide if
San Francisco in connection with the new CPH-SFO route starting April.
Katrine Pedersen, Rejs med børn, Denmark, April 2013 (pending)
The readers of Rejs med børn are families and in particular urban parents that have the opportunity to give
priority to travelling. They provide a guide for child friendly experiences in California mentioning every visit,
experience, hotel etc. They are cooperating with some of the most influential Danish family media, e.g. TV2
Go Morgen Danmark (morning talk show on largest commercial TV channel), CoverKids and Vores Børn
(”our kids”).
Preben Hansen, Turen går til, Denmark, April 14 th -May 10 th 2013
Solvang, Los Angeles, San Diego, Palm Springs, South Lake Tahoe
Turen går til (”Going to...[insert destination here]”) has been published for more than 60 years and has
become the biggest and most popular travel guide in the Nordic countries. The guides are sold in multiple
European countries. The aim is to only write about the things that are worth going for, which ensures a
continuous high standard.
Contribution: Alcazar Hotel in Palm Springs. Accommodation in South Lake Tahoe. Accommodation, two
dinners, two museum media passes, comp. passes for Old Town Trolley Tours, comp. passes for
Hornblower Cruises & Events, admission to major attractions in San Diego,
Rina Mardahl, Traveller, Denmark, May 12 th -19 th 2013 (pending)
Amgen Tour
Traveller is a free travel magazine distributed at airports, cafés, beauty parlors, media agencies, and hotels.
The magazine is of high quality and targets a well-educated, well-off audience with unique travel
experiences. She will publish a travel report on California featuring hotels, restaurants, sights, etc. in the
magazine, as well as an article on the Amgen Tour. Therefore Rina Mardahl will be joined by her cycling
expert friend so they can cover the race professionally. It is also a supplement to Berlingske Tidende, which
is Denmark’s largest newspaper with roots in the business world, distributed in the most affluent cities in
Denmark.

January 2013
Nikolaj Witte, Rejseprogrammet, Denmark, June 1 st -July 13 th 2013 (pending)
Rejseprogrammet is a Danish travel website giving inspiration, tips, reviews, etc. of everything travel
related. They differentiate themselves in that they have videos from all the destinations they have visited,
and they have the most travel videos of any Danish travel sites. This trip will focus on traveling in an RV
with small kids and cover multiple locations throughout the state.
Jenny Olsson, Freelance, Sweden, H2 2013 (pending)
Jenny Olsson works for magazines such as Damernas Värld (womens’ lifestyle), Passion for Business,
Golfbladet (golf magazine), LifeStyle golf magazine (ultra-luxury golf magazine), mainly focusing on health,
sports, travel, lifestyle, luxury, food & wine and entrepreneurship. She is also editor-in-chief for
Connoisseur Magazine.
Trade and Media Activities 2013
Discover America
Sweden
Mid-Atlantic Seminar Trade &
consumer show
Trade/Media Stockholm, Sweden February 5 th Workshop, 100 travel agents and media
California Summit International San Francisco February 18 th – 22 nd
FERIE FOR ALLE Trade &
consumer show
Swansons Long Haul day Consumer/Medi
a
Discover America
Denmark
Discover America
Denmark
Press &
Production
Manager
Reykjavik, Iceland February 7 th – 10 th 2013 Organized by Icelandair, East meet
west. 3 day seminar, including
workshops, presentations, networking.
700 visitors (Suppliers, agents, media)
2013
Herning, Denmark February 22 nd – 24 th
2013
KGN participate (will fly back Feb 21 st
evening
66,300 visitors
Osby, Sweden March 2 nd 2013 1000+ consumers visit Fort Swanson for
a full day travel show, we will partner
with Oregon and share at the workshop
Copenhagen,
Denmark
Workshop Copenhagen,
Denmark
ITB Trade &
consumer show
California Wine Tasting
Sweden
TUR Trade & media
travel show
March 4 th 2013 Press conference, travel trade
workshop, 200 agents and media
March 4 th 2013 200 travel agents
Berlin March 6 th – 8 th 2013 KGN & JM participate
Stockholm March 20 th 50 wine suppliers, 300-400 guests
expected
Gothenburg, Sweden March 21 st – 24 th 2013 45.000+ visitors
SAS inaugural flight SFO Trade & media Copenhagen – SFO April 8 th 2013 KGN will join a group of VIP’s and
Executives on the flight
Atlantic Link Reception Trade & Media Copenhagen,
Denmark
Pow Wow Las Vegas June 8 th – 12 th 2013
April 19 th 2013 Karin 50 years reception
KGN & JM will participate

PR Overview
Newsletters / Press Releases
Self-Indulgence under the Desert Sun
Sent out January 2013
Other Newsletters
In 2012 we started a news blog and are currently upgrading the look of it and expanding its use.
January 2013

This Month’s Results from Previous Newsletters
Press Coverage
For scans of all articles please see PDF
Press Coverage Total Overview Jan-Dec 2012 vs. Jan-Dec 2011
California Media Clips 2011
No. Month Readers Value
1 January-February 1,685,000 $274,000
2 March 9,998,000 $286,200
3 April 3,977,000 $110,500
4 May 15,521,000 $271,400
5 June 19,870,900 $875,500
6 July 16,840,000 $320,200
7 August 2,366,000 $112,900
8 September 8,592,000 $713,600
9 October 12,363,000 $239,000
10 November 7,353,000 $270,500
11 December 11,380,000 $217,800
Total 109,945,900 $3,691,600
Total Reach: 225,000
Total Value: $ 12,900
January 2013
California Media Clips 2012
No. Month Readers Value
1 January 24,998,000 $536,100
2 February 12,638,000 $448,000
3 March 13,670,000 $455,500
4 April 12,506,000 $490,900
5 May 17,494,000 $556,000
6 June 8,710,000 $325,500
7 July-August 55,667,000 $2,007,200
8 September 14,791,000 $436,900
9 October 37,585,400 $1,760,900
10 November 39,018,000 $1,142,600
11 December 23,457,000 $962,100
Total 260,534,400 $9,121,700

Graphic Work
Invitation USA Workshop 2013
Pylonen Screens
January 2013

January 2013
Press Room
After the launch of our new website we created a separate press room with latest news, videos, images, ebrochures
and more.

Social Media
January 2013
In June we ran a competition on Facebook and Twitter which increased our number of followers by 30%.
We have recently repeated that success and the number is increasing drastically once again. Currently we
are running an advent calendar with daily prizes.