Slide 1:UTAH OFFICE OF TOURISMUK MARKET2010 Year-End Report

Slide 2:Your UK Representatives

Laura Mason-Byers – Press Officer Yolanda Fletcher – Marketing Director

Slide 4:Market Trends

Slide 5:British bookings to the USA decreased by 7.5% year-on-year in October 2009. Moreover, the rate of decline of UK visitors has fallen steadily from its peak in March, when they were down 30%. (Source TTG-January 2010) Consumer confidence in Travel Agents returned in 2009 with increased sales in the retail sector. 2010 shows increased bookings with tour operators due to the recent Ash Cloud effect. Consumers need to feel confident and secure when they book. Leisure travel spend is forecast to grow over the next two years.

Slide 6:Travel Trade Accomplishments

Slide 7:Dial a Flight E-newsletter Inclusion

Utah included in Wild Canyons Tour which was included in the July 13, 2009 Dial a Flight E-newsletter. Distributed to 100,000 targeted consumers.

Slide 8:Trafalgar Insight Vacations Co-op Marketing Campaign

Utah Coverage: Travel Weekly - Media Value: $2,452.34 TTG - Media Value: $4,792.20

Slide 9: World Travel Market November 9 – 12, 2009

50,000 + travel trade professionals / 187 countries Regional booth display – Utah/Colorado/New Mexico Utah’s delegation included Utah’s Canyon Country, Ski Utah, Salt Lake CVB Bureau, St. George Area CVB, Davis Area CVB and Patti Denny, UOT Yolanda joined meetings and booth functions. 57 pre-scheduled appointments Utah hyped in Cellet Newsletter

Slide 10:World Travel Market Press Coverage

Travel Weekly ‘The Official WTM Daily’ November 9, 2009 Media Value: $2,672 Circulation: 20,551 TTG November 20, 2009 Media Value: $2,392.00 Circulation: 8,642 Selling Long Haul November 2009 Issue Media Value: $733.50 Circulation 4,785.00

Slide 11:World Travel Market Press Coverage

Pre-WTM Travel Weekly Coverage October 30, 2009 Circulation: 40,000 Media Value: $742.68 Pre-WTM Travel Uni Dream Catcher Promotion Selling Long Haul October 1, 2009 Circulation 16,500 Media Value: $2,264.07

Slide 12:Milestones Co-op Marketing Campaign

Dec 2009 – Feb 2010 Cellet negotiated a special A4 size flyer for Missouri, Colorado & Utah. Utah logo included on the front page of the brochure. National advertising placed to highlight the launch of dedicated flyer – Daily Telegraph, The Mail on Sunday & The Times.

Slide 13:Trek America Co-op Marketing Campaign

Multi-component campaign. Article/competition prize supplied by Trek America. Utah editorial in March 2010 issue of Outdoor Enthusiast Magazine included a Fact Box with UOT and Trek America Web addresses. Results: Circulation: 17,500 Readership: 35,000 PR Value: $8,778.00

Slide 14:Trek America Co-op Marketing Campaign

Slide 16:Amtrak Consumer Promotion – London Thursday, October 1, 2009

Utah participated in Amtrak’s first consumer event! On UOT’s behalf, Yolanda Fletcher negotiated additional Utah coverage. Amtrak supplying 2 tickets for a USA journey. UOT to supply 7 nights accommodation plus additional package benefits. Distribution Channels:- E-blast to 80,000 consumers Invite on Cellet Web site Dedicated Utah E-blasts sent to 100,000 consumers

Slide 17:Cellet negotiated FREE on-booth Utah promotion with Trek America. Challenge: To raise awareness of Utah in a cost-effective manner. Approach: Mountain Bike Raffle Trek America produced a high-quality roller poster including the Utah logo. Promotion held at Trek’s 2 show booths. Utah Holiday Guides distributed. Results: 36,706 consumers 5% up on 2009 Entries: 1,020

The Destinations Show Earls Court, London February 4-7, 2010

Slide 18:Bon Voyage VIP Consumer Evening February 18, 2010

Results: Over 300 seasoned consumers joined – keen to learn about new holiday options. Entries in Mountain Bike Draw: 275 consumers – Data capture shared with Utah. Press Coverage Selling Long Haul. Cellet joined VIP Consumer Evening on behalf of Utah and the Five National Parks. Cellet sponsored a Mountain Bike Raffle to increase the awareness of Utah and Five National Parks.

Slide 19:THE TIMES Destination Holiday Show Birmingham - March 5-7, 2010

Cellet created a USA Pavilion for the Destination Holiday Show with 6 USA destinations. Yolanda represented Utah. North American Highways – Call to Action Tour Operator Overview: The attendance figures were slightly lower than expected; however, the visitors were very serious about travelling to the USA. Results: Attendance Figures: 36,706 Distributed 300 Utah Holiday Guides Completed Questionnaires: 108 Data Capture: 337

Slide 20:THE TIMES Destination Holiday Show Birmingham - March 5-7, 2010

Slide 21:FREE Thanksgiving Events November 26, 2009

Cellet coordinated 2 Thanksgiving events targeting travel agents, VIP tour operators and media contacts. Co-Sponsors: Birmingham International Airport & Continental Airlines Utah Office of Tourism were included FREE OF CHARGE. Utah Destination Training. 24 Agents Attended Birmingham Event.

Slide 22:Birmingham Thanksgiving Event

Feedback from Attendees Elaine Blatchley, Specialist in Tailor-Made Tours – Travel Counsellors – “Just a short note to say Thank You to both you and Sarah and to Cellet Travel for a very interesting and enlightening day. I did learn quite a bit about USA.     I have never really known much (except for New York and Boston).  It was very interesting to learn about other parts, especially the Keys and Minneapolis.   Now I know who to get in touch with for those complicated American itineraries!” David & Noreen, Senior Reservations USA – Knighton Travel – “Thanks from David and Noreen at Knighton Travel for the kind invite. I have to say that I was most impressed that you treated all of us as a professionals and gave a " resume" rather than a pondering presentation. Lunch was good and the view was to die. I think you have a very enthusiastic team and am sure it will make promotion stick in peoples minds.”

Slide 23:London Thanksgiving Event

Feedback from London Guests Helen Saunders, Assistant Editor/Production Editor – Bauer Publishing – “Just a quick note to say thanks so much for a lovely Thanksgiving lunch last week. The food was really delicious, and the company was very lively! I simply must learn how to make that pumpkin pie... Thanks and best wishes.” Cath Pusey, Product Director – America As You Like It – “A belated thank you for such a great lunch last week – it was lovely to meet some new faces and catch up with some old friends as well. Thanks too for the goodie bag – I haven’t tried the Key Lime Mojito yet, but looking forward to it.” Diane Lander, Assistant Product & Commercial Manager USA – Thomas Cook – “Great seeing you last week and thank you so much for inviting me to join the Thanksgiving festivities - a really nice lunch and great company thank you very much. I received the USB thank you very much and have extracted the images to add to our database. Hope to touch base again soon.”

Slide 24:Thanksgiving Events Press Coverage 

Total Media Value: $1,489.50

Slide 25:Visit USA Association Annual BallJuly 9, 2009

Cellet Travel Services hosted a table at the Visit USA Association Annual Ball. Yolanda Fletcher, Marketing Director, and Melanie Jones, Director of Communications, hosted key decision makers: Ebookers – Peter Kelly Virgin Atlantic – Emma Heywood Jetlife – Nikki Beszant US Airways – Karen Noble BonVoyage – Theresa Young British Airways – Sarah Boyatt Milestones – Rick Hitchens Classic Traveller – Simon Miles Comos – David Binns The Metro – James Ellis Ebookers – Bradley Cooper Travel Channel – Petra Shepherd

Slide 26: Utah UK Sales Mission November 12-19, 2009

Showcase Utah to UK travel trade and media. Product develop meetings with leading UK Tour Operators. London Media Event. Reservation team training. Participants Included: San Juan County Travel Office St. George Area CVB Cellet Travel Services Ltd

Slide 27:Utah UK Sales Mission November 12-19, 2009

TRADE SALES CALLS Neil Cutler, Eagle Golf James River, Ski Safari Joanna Thomas, Titan Travel Richard Harrington, Newmarket Promotions Richard Hitchens, Milestones Matt Newman, Trek America Travel Ltd MEDIA SALES CALLS Tina Eddiss, Freelance Journalist Helen Dancer, Spirit & Destiny

Slide 28:Utah UK Sales Mission November 12-19, 2009

Attendees for Dinner at Gaucho’s Restaurant Colin Chapman, Thomas Cook Tours Peter Kelly, Orbitz Worldwide Jeremy Whittle, CSMA Magazine Jo Cooke, Freelance Journalist Tim Cole, Rabbit Promotions

Slide 29:Public Relations Accomplishments

Slide 30:Media Achievements

2 x Group Press Trips 5 x Individual Press Trips Media Pitching Press Releases

Slide 31:Easter Hamper Media DropMarch 31, 2010

Cellet initiated a Media Drop Day in Central London visiting key journalists at national newspapers and magazines, in addition, to leading tour operators to promote North America with “Easter Goodies” including Oreo‘s from Utah.

Slide 32:Visits Included: The Times – Jane Knight, Travel Editor The Sun – Pete Bell and Lisa Minot, Deputy Travel Editor and Travel Editor The Guardian – Susan Greenwood, Travel Writer Daily Mail – Jenny Coad, Travel Editor Travel Mail – Jo Tweedy, Editor Men’s Health – Jonathan Thompson, Travel Editor Zest magazine – Charlotte Bradshaw, Travel and lifestyle Editor Allaboutyou – Bernadette Fallon, Editor Cosmpolitan.co.uk/Freelance – Rebecca Twomey US Embassy – Stewart Gough Trailfinders – Largest UK branch located on High Street Kensignton, London STA Travel Head Office – Kensington, London

Easter Hamper Media DropMarch 31, 2010

Slide 33:CELLET GENERATEDINDIVIDUAL PRESS TRIPS

The Sunday Mirror – Doug Mackinlay The Times – Kathleen Wyatt & Paul Saunders The Reason & Whitelines – Russell Shea Scotland on Sunday – Roger Bray Cooler Magazine – Poppy Smith

Slide 35:October 2009 Super FAM Saturday Express Magazine – Rebecca Ward Travelbite.co.uk – Christopher O’Toole Palace Magazine – Andrew Threlfall Co-operative Magazine – Helene Dancer Ski Press Trip January 2010 Ultimate-ski.com – Will Holyoak Daily Record – Paul English Skier and Snowboarder Magazine – Frank Baldwin Press Association – Alistair Keely

CELLET GENERATEDGROUP PRESS TRIPS

Slide 46:Article in Jewish ChronicleGenerated by Cellet

Cellet introduced ‘Star Gazing’ itinerary to Bon Voyage for inclusion on their Web site. Bon Voyage submitted itinerary to national press as a ‘Hot Deal’. Publication: - Jewish Chronicle Profile: - National UK newspaper Feature: - See The Stars in Utah This Spring! Reader Demographic: - ABC1 Circulation: - 30,436 Results: - Media Value - $23,666.40

Slide 48:Consumer Promotions

Slide 49:FREE Promotion For Utah Carphone Warehouse

Bryce Canyon image used as store backdrop, 5,000 flyers and on Asus computer Web site. Photo competition ran during the 2 days of launching the new Asus laptop. Consumers to upload their photos onto the Asus Web site in front of Utah image. Details of the promotion: Carphone Warehouse, Oxford Street - Flagship Key retailer for UL30 series Highest profile retail street in UK Min. 1,500 footfall per day Utah provided a holiday prize for 2 people Photo competition online

Slide 50:Clothes Show Birmingham Additional FREE Promotion

World’s largest fashion Show 187,000 visitors in 2008 Highest footfall per day at any consumer event in the UK Total spend at the Show £20million Mean age: 24 years 97% female Asus Computer booth at Show Utah backdrop/Utah brochures

Slide 51:FREE Consumer Promotion with MBT Shoes

Promote the outdoor element of MBT shoes within stores/Web sites with a promotion linked to the launch of ‘The Jones‘ with Demi Moore. Launched: April 23, 2010 Details: 200 stores - Harrods, NEXT, John Lewis and Debenhams Strut cards in the store 5,000 flyers Micro site on MBT's Web site Sponsors: Avis Rental Car – supplying 5 days car hire from Las Vegas St. George Area CVB Garfield County Travel Office

Slide 52:Online and/or Interactive Marketing

Slide 53:TRAVEL UNI Online Training Program

July 27, 2009, Utah dedicated E-blast sent to 17,000 travel agents. E-blast introduced Utah/Continental Airlines holiday incentive for agents completing Utah TRAVEL UNI online training program. Value of Cellet negotiated Continental tickets: $3,000. Utah to sponsor 6-night national parks trip.

Slide 54:TRAVEL UNI Online Training Program

Slide 55:TRAVEL UNI Online Training Program

Slide 56: Cellet Travel Services Ltd 47 High Street Henley-in-Arden B95 5AA United Kingdom Tel: +44 8456 020 574 yolanda@cellet.co.uk