2017 INTERNATIONAL MARKETING OPPORTUNITIES Media Kit... · $2 million international marketing...

2017 INTERNATIONAL MARKETING OPPORTUNITIES

CapitalRegionUSA.org An integrated program

with powerful exposure!

Marketing theCAPITAL REGION

WHAT IS CAPITAL REGION USA?CAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority.

THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY.

CAPITAL REGION VISITOR INSIGHTSOverseas visitors stay longer and spend more money in the Capital Region than visitors from the US. In 2015, preliminary estimates indicate that a record 2.45 million overseas travelers visited the Capital Region USA (an increase of 3% over the previous year).

9 NIGHTS typical trip duration

(2014)

2.45 MILLION overseas travelers (2015). Grew by 3% in 2015

$1.9 BILLION spent on hotels, meals, shopping, attractions, and other goods and

services (2014)

35,000 JOBS generated

throughout the Capital Region (2014)

0

500

1000

1500

2000

2500

1,301 1,409 1,365 1,4571,749 1,853

2,030 2,175 2,113 2,0502,340 2,378 2,448

P2015R201420142013201220112010200920082007200620052004

OVERSEAS VISITORS TO CRUSA TREND

IN TH

OUSA

NDS

Capital Region USA Marketing Opportunities 1

BRAZIL

CHINA

GERMANYUK

FRANCE

TOP MARKETS OF OPPORTUNITY

2014 ARRIVALS BY WORLD REGION

OTHER

WESTERN EUROPE

ASIA

SOUTH AMERICA

MIDDLE EAST

EASTERN EUROPE

OCEANIA11%

40%

28%

7%

5%

4%5%

2015 PROJECTED OVERSEAS ARRIVALS TO CRUSA

COUNTRY OF RESIDENCE ARRIVALS (PROJECTED)

CHINA 300,000 (+15%)

UNITED KINGDOM 278,000 (+3%)

GERMANY 183,000 (+1%)

FRANCE 130,000 (-2%)

BRAZIL 74,000 (-20%)

TOTAL OVERSEAS 2,448,000 (+3%)

Data source: Travel Market Insights, Inc.

Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA’s integrated marketing program. Our integrated program makes it easy to leverage CRUSA’s

$2 million international marketing budget, bringing MORE OVERSEAS VISITORS to your business.

PRINT 80,000 print travel guides in five

languages for distribution to overseas consumers and the travel trade

MEDIA & SALES Generate an earned media value of at

least $16 million from public relations activities and 35 hosted group and individual media visits

In-country sales and media representatives dedicated to promoting the Capital Region in their respective markets

ONLINE Newly launched responsive-design

website in eight languages, generating at least 500,000 unique visits

Social media outreach to 67,000+ followers on Facebook, Instagram and Weibo

An enewsletter program that drives nearly 4,000 visitors to the CRUSA website and hundreds to partners’ websites

PARTNERSHIPS Partnerships with Brand USA

2 Capital Region USA: Washington, DC Maryland Virginia

CRUSA’S $2 MILLION INTERNATIONAL CAMPAIGN

IN-COUNTRY SALES & MEDIA REPRESENTATIVES Dedicated to promoting the Capital

Region in their respective markets

2017 IPW Destination

Host

GUIDE

HOLIDAY

2016/2017

CapitalRegionUSA.co.uk

WASHINGTON, DC ■ MARYLAND ■ VIRGINIA

CAPITALREGION USA

2016/2017

CapitalRegionUSA.com.br

WASHINGTON, DC ■ MARYLAND ■ VIRGÍNIA

REGIÃO DACAPITAL DOS EUA

2017

2016

CapitalRegionUSA.cn

华盛顿特区 ■ 马里兰州 ■ 弗吉尼亚州

美国首都地区2016/2017

fr.CapitalRegionUSA.org

WASHINGTON, DC ■ MARYLAND ■ VIRGINIE

RÉGION DE LACAPITALE DES ÉTATS-UNIS

2017

2016

CapitalRegionUSA.de


CAPITALREGION USA

TRADE MARKETING Four overseas sales missions, 20

trade familiarization tours, 500 sales calls and 60 product training sessions for travel professionals in all markets

Co-op consumer marketing campaigns with at least 15 overseas tour operators, in partnership with Brand USA and the Metropolitan Washington Airports Authority; Goal: 50,000 room nights booked


VTC MARKETING-LEVERAGE PROGRAM Reimbursable matching funds program

Two levels of funding up to $10,000 ($1:$1 match) and up to $50,000 ($1 VTC: $2 Partners match)

Requires a minimum of three Virginia financial partners, with one lead partner being from Virginia (regional programs encouraged)

Visit vatc.org and click on grants for details

MOTD DMO COOPERATIVE GRANT PROGRAM Reimbursable

Allocated to Maryland DMOs

100% reimbursable for CRUSA overseas initiatives

The Virginia Tourism Corporation and the Maryland Office of Tourism offer grant programs to assist you in your overseas marketing efforts.

GrantOPPORTUNITIES


CRUSATRAVEL GUIDES

THE GO-TO GUIDES FOR INTERNATIONAL VISITORS TO WASHINGTON, DC, MARYLAND & VIRGINIA

INFLUENTIAL CONTENTExpert travel writers have created im-mersive, authoritative content covering a full range of vacation experiences in the region. Editorial content is paired with a modern, photo-rich design that powerfully reflects the region’s beauty, energy and sophistication.

A regional overview highlighting major draws for each destination

Fun list-style features highlighting top things to do across all interests

Coverage of outdoor recreation, cities, towns, day trips and road trips

Travel and transportation information geared to visitors

Custom maps and illustrations to orient visitors

GUIDE DISTRIBUTION The official fulfillment piece for Capital Region USA, distributed to consumers, tour operators, travel agents and media in the United Kingdom, Germany, China, Brazil and France.

Available in electronic format at CapitalRegionUSA.org

CRUSA Travel Guide distribution is managed by Capital Region USA’s overseas PR and sales representatives in the United Kingdom, Germany, China, Brazil and France, who are in constant contact with journalists, tour operators, travel agents and consumers. Keep them up-to-date on your new products and services. Visit crusa.org for contact information.

GUIDES ARE FULLY TRANSLATED IN German

UK English

Portuguese

French

Chinese

Capital Region USA’s 2017 travel guides will offer inspiring, informative content in a convenient digest-sized format. A series of themed features capture the area’s rich culture and diverse landscape.

UK ENGLISH25K

PORTUGUESE10k

FRENCH10k

CHINESE10K

GERMAN25K

45K+eBookVisits

2016/2017




2017

2016

CapitalRegionUSA.cn


美国首都地区

2016/2017




2017

2016

CapitalRegionUSA.de


CAPITALREGION USA

All full-page participants also receive a featured post

on CRUSA’s social media sites, which

have more than 67,000 subscribers!

GUIDE

HOLIDAY

2016/2017



CAPITALREGION USA

80kAnnualCopies


An IntegratedELECTRONIC PROGRAM

WEBSITE ADVERTISING EMAIL MARKETINGAll CRUSA participants also receive exposure on the new CapitalRegion USA.org, which is designed to inspire international travel and assist with practical trip-planning informa-tion, as well as provide promotion and refer-rals for our partners.

WEBSITE FEATURES The brand-new site features

engaging design with large, experiential photography and highly visual content

Premium ad space alongside fresh new content, including robust landing pages

Boosted social media integration with embedded Facebook feeds and “Share This” technology

More prominent calls to action for email sign-ups, guide orders and more

All CRUSA participants also receive exposure in CRUSA’s newly redesigned international email program.

EMAIL PROGRAM HIGHLIGHTS Seven themed emails a years

Immersive photography

Fresh, timely features

Event highlights

Deals & offers

Guide order promos

SPOTLIGHT FEATURES

PREMIUM BANNER ADS

FEATURED PARTNER BANNER ADS

300 X 100

300 X 250

33% INCREASE in unique visitors to the website in 2015/2016.

That’s more than 144,000 new users!

19.5%eNews

Open Rate

4,300Deal

Clicks


Rates for Integrated CRUSAPRINT & ELECTRONIC PROGRAM

RATES, PACKAGES & DEADLINES

AD SIZEENGLISH

& GERMANONLY

WITH PORTUGUESE,

FRENCH & CHINESE

CAPITALREGIONUSA.ORG

CRUSA WEB/EMAIL

ARTICLE

CRUSA BI-MONTHLY

EMAIL

CRUSA SOCIAL MEDIA

2-PAGE SPREAD

$17,250 $23,950

Year-round rotating homepage exposure + 12 months interior 300x250 banner with placement on applicable destination landing page + 12 months featured deals with priority listing (can update 4x per year)

Spotlight Feature Article

appears on CRUSA

website for 12 months

1 Spotlight Feature

1 Premium

Banner Ad

Featured post on 3 of CRUSA’s

social media accounts — Facebook, Instagram and Weibo

PREMIUM FULL PAGE

$10,995 $14,995



appears on CRUSA


1 Spotlight Feature

1 Premium

Banner Ad


social media accounts

STANDARD FULL PAGE

$9,690 $13,490



appears on CRUSA


1 Spotlight Feature

1 Featured Partner Banner


social media accounts

HALF PAGE $5,790 $7,990

6-month 300x100 banner (appears on destination landing page and interior pages) + 6 months featured deals with priority listing (can update 2x per year)

2 Featured Partner Banners

QUARTER PAGE

$2,895 $3,995

3 month 300x100 banner (appears on interior pages) + 3 months featured deal with priority listing

1 Featured Partner Banner

SALES CLOSE: 8/26/16 MATERIALS DEADLINE: 9/7/16 IN MARKET: 1/24/17


Brand USAOPPORTUNITIES

IN-COUNTRY MULTI-CHANNEL PROGRAM

Brand USA is the official destination marketing organization for the United States, dedicated to increas-ing incremental international visitation to the US.

By working together with Brand USA and Capital Region USA, industry partners can extend their messaging and engagement among global travelers in the primary target markets of China, UK, Germany, France and Brazil. Brand USA Originals marketing programs and platforms are developed to deliver an array of marketing options to increase awareness, visitation and spend.

BRAND USA’S GLOBAL WEBSITESVisitTheUSA.com and GoUSA.cn are Brand USA’s in-language websites designed to inspire international visitors and travel influencers to choose US travel destinations and experiences. From content on City Pages to sharing the best of a destination through Experience Pages, international travelers will learn more about your destination.

VIDEO SERVICESBrand USA’s newly expanded Video Services include creating and distributing engaging video content about your destination to help you increase consumer engagement across more distribution channels and help deliver your story to targeted international audiences. Choose from Native Traveler, Thematic, Destination-At-A-Glance and Matador.

Brand USA’s official Multi-Channel Program delivers an extraordinary 3-to-1 value compared to partners creating their own targeted international campaigns. Using robust digital, print, social and video storytelling, as well as a results-driven activation campaign, targeted messages reach international travelers via the media they consume most at a time when they’re most likely to be planning and booking vacations to the US.

2017 MULTI-CHANNEL OPPORTUNITIESUK WINTER (JAN/FEB 2017) FRANCE WINTER (JAN/FEB 2017) GERMANY SPRING (APRIL/MAY 2017) BRAZIL SPRING (APRIL/MAY 2017) AN INTEGRATED, TURNKEY APPROACH WITH MULTIPLE COMPONENTS: Print & Digital eBook – Beautiful,

magazine-style insert into major publications as well as an eBook

Digital Banner campaign using Google Display Network’s “Travel Enthusiast” Model

Traffic generation - Guaranteed traffic via partners Outbrain and Taboola Expedia activation and opportunity for hotels to be included • UK Winter 2016 Results: 6,943 room nights booked

in the Capital Region during and 30 days post campaign! Investments between $5k–25k

CHINA SPRING 2017 (MAY–JUNE) INCLUDES BROADER REACH COMPONENTS INCLUDING: Print & Digital eBook Digital & Social campaign sub-site and social driving to site Television episodes: 5- to 25-min. segments to be shown on 31 Chinese

stations Out of Home: Metro and Bus 2-min. video vignettes Investment between $5k-$21k

Coming Soon:New

VisitTheUSA sites are launching!

For more information, contact Julie Armstrong: 804-467-1464 and [email protected].


AdditionalOPPORTUNITIES

CRUSA’S OVERSEAS REPRESENTATIVESCRUSA’s overseas PR and sales representatives in the United Kingdom, Germany, China, Brazil and France are in constant contact with jour-nalists, tour operators, travel agents and consumers. Keep them up to date on your new products and services. Please visit crusa.org for contact information.

CONSUMER PROMOTIONS WITH TOUR OPERATORSCRUSA will create cooperative consumer marketing campaigns with selected overseas tour operators to increase room-night bookings to DC, Virginia and Maryland. Opportunities exist for DMO and supplier partners to join these campaigns to promote individual destina-tions and products under the CRUSA umbrella.

BENEFITS Promote your destination to consumers

via our tour-operator partners

Drive room-night bookings to your destination

Booking figures provided to each partner in October 2017

DATES: Campaigns begin winter/spring 2016/17; details will be available November 2016

COST: $1,500–$3,000 per partner/campaign

FAMILIARIZATION TOURSCapital Region USA and its partners host approximately 45 familiar-ization tours each year for journalists, tour operators and travel agents from our target overseas markets to showcase our destination’s travel assets. For 2017, our key promotional themes will be: wine, brewer-ies and culinary, scenic byways, small towns, shopping, adventure/sports, music, urban adventure and LGBT. Ongoing opportunities exist for destinations, hotels and attractions to work with CRUSA to support the individual itineraries. Let us know if you would like to host these important clients!


SALES MISSIONSJoin a CRUSA sales mission and sell your destination or product directly to our most important tour operators, travel agents and media contacts. Mission formats vary by market but typically include personal sales calls, private client events and training opportunities. All missions are organized and led by CRUSA’s representatives in each market.

BENEFITS Meet important tour-operator product managers and/or media

Train tour-operator reservations and sales teams about your product

Get to know CRUSA’s overseas sales and public relations representatives

Sales-lead report following each mission

Pitch story ideas to key print/digital media contacts

COST: Please see pricing below, costs do not include travel expenses.

2015 OVERSEAS RESEARCH KITLet CRUSA’s research help inform your overseas marketing strategy! Learn about visitor arrivals, spending, trip purpose, length of stay, visitor characteristics and more for overseas travelers to the Capital Region.

THE KIT INCLUDES Overseas summary report

5 individual country reports for China, the UK, Germany, Brazil and France

NEW! 3 individual country reports for Australia, South Korea and India

COST: FREE to suppliers participating in any CRUSA or Miles cooperative-marketing activity

$1,000 for all other partners

To participate in CRUSA’s Sales & Marketing Opportunities, contact Kimberly Petersen, CRUSA marketing manager, at 804-562-0168 and [email protected], or complete the online registration form at:

CapitalRegionUSA.org/info/international-cooperative-marketing-registration.

Mission details are subject to change. Visit crusa.org for the latest schedule.

CRUSA FY 2017 SALES MISSION SCHEDULEMARKET DATE PRIMARY AUDIENCE PARTICIPATION LIMIT REGISTRATION DEADLINE COST

FRANCE October 23–29, 2016 Tour Operators 2 partners September 16, 2016 $3,000

ENGLAND December 4–10, 2016 Tour Operators & Media 4 partners October 21, 2016 $3,000

CHINA March 26–April 1, 2017 Tour Operators & Media 7 partners February 17, 2017 $3,500

BRAZIL TBD Tour Operators 4 partners TBD $3,000

Data source: U.S. Dept. of Commerce Survey of International Air Travelers

ProgramAT–A–GLANCE

WHAT YOU NEED TO KNOWCAPITAL REGION USA (CRUSA) is the official regional destination marketing organization promoting Washington, DC, Virginia and Maryland internationally in partnership with Destination DC, the Virginia Tourism Corporation, the Maryland Office of Tourism Development and the Metropolitan Washington Airports Authority.

THE GOAL MORE OVERSEAS VISITORS STAYING LONGER AND SPENDING MORE MONEY.

REACH MORE THAN 2.3 MILLION OVERSEAS TRAVELERS THROUGH PRINT, WEB & EMAIL PROGRAMING

GUIDE

HOLIDAY

2016/2017



CAPITALREGION USA

2016/2017




2017

2016

CapitalRegionUSA.cn


美国首都地区2016/2017




2017

2016

CapitalRegionUSA.de


CAPITALREGION USA

WEB

46k+International

Subscribers

PRINT EMAIL

577k+Unique Visitors

in 2015/2016

714New Enews

Sign Ups

CARLY STEDMANPhone: 202-681-8169

Email: [email protected]

Travel Media Sales & Marketing Executive

TO PARTICIPATE IN THE 2017 PROGRAM, CONTACT CARLY STEDMAN:

80kAnnualCopies

45k+eBookVisits

563k+TotalReach

German – 25kUK English – 25kPortuguese – 10kFrench – 10kChinese – 10k

Put your business in the INTERNATIONAL SPOTLIGHT by participating in Capital Region USA’s integrated marketing program. Our

integrated program makes it easy to leverage CRUSA’s

$2 million international marketing budget, bringing MORE OVERSEAS VISITORS

to your business.

350k+SEM

Clicks

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2017 INTERNATIONAL MARKETING OPPORTUNITIES Media Kit... · $2 million international marketing...

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