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New Promotional Video

New Promotional Video. LA Visitor Spending by Category. Visitor Volume On the Rise. 2% inc. LA Visitor Spending by Category. 2007 Was a Record Year for Visitor Spending. 6% inc. LA County Hotel Occupancy Remains Strong. 3% inc. demand 3.5% inc. supply.

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New Promotional Video

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  1. New Promotional Video

  2. LA Visitor Spending by Category Visitor Volume On the Rise 2% inc.

  3. LA Visitor Spending by Category 2007 Was a Record Year for Visitor Spending 6% inc.

  4. LA County Hotel Occupancy Remains Strong 3% inc. demand 3.5% inc. supply

  5. LA’s Occupancy Ranks Fourth Among Top US Markets

  6. LA County Room Rates Continue Record Climb 4% inc.

  7. LA’s Room Rates Still Below Average for Top Markets

  8. Conventions 2003-2008 Conventions 16 15 13 15 13 21

  9. Citywide Sales Annual Results and Forecast

  10. International tourism is up 23% since 2003 4% inc.

  11. Mexico 1,667,000 Canada 462,000 United Kingdom 343,000 Japan 318,000 Australia 238,000 S. Korea 190,000 Germany 142,000 Taiwan 114,000 France 110,000 China 110,000 LA’s top international visitor markets represent largest world regions for travel South + C. America 479,000

  12. % Change in Foreign Arrivals LAX and US, 2007 versus 2006 LAXU.S. 2.4% - 8.4% 0.6% 3.9% 1.0% 9.1% 24.1% 15.6% 6.2% 8.3% 7.7% - 3.8% 6.4% 11.0% 3.5% 10.0% 26.3% 28.0% 10.3% 9.6% United Kingdom Japan South Korea Australia Taiwan Germany France China Total Overseas Mexico (Air Only)

  13. New Air Service into LAX and ONT CarrierOriginLaunch Date British Airways London, +3rd daily Dec. 2007 Air France London April 2008 Alitalia Rome June 2008 Eva Air Osaka June 2008 Korean Air Sao Paulo Summer 2008-p Emirates Airlines Dubai Sep. 2008 Vietnam Airlines Ho Chi Minh City-Osaka October 2008-p Mexicana Guadalajara-ONT Fall 2008-p Air Berlin Dusseldorf June 2008 Silverjet London June 2008 V Australia Sydney Dec. 2008 Air China Beijing 2nd daily Summer 2009 Shanghai Airlines Shanghai Summer 2009-p p- pending approval

  14. Marketing A Diverse Brand Los Angeles

  15. Access…. to LA Product Entertainment & Film Hotels LA INC Cultural Venues: Visual & Performing Arts (Consolidator) Restaurants Transportation Events Los Angeles World Airports & Port of Los Angeles Shopping & Fashion

  16. Access….to Distribution Network Airlines Serving LA Travel Trade Meeting Planners LA INC. Travel Media Consumers Direct Industry Partners Travel Sites

  17. Marketing to the Industry’s “Bulk Distributors” • 40 – 50 trade shows worldwide • Year-round sales calls/LA seminars • Monthly E-newsletters promoting “LA product” (circ: 35,000, 8 languages) • Host over 350 journalists annually

  18. Generate $25 million in Comparative Ad Value

  19. Advertising & Promotion Strategy • Regionally - Promote LA Getaway Vacations • Nationally - Highlight Entertainment & Cultural Attractions • Internationally - Feature LA Icons and Lifestyle • All Channels Drive Traffic to discoverLosAngeles.com • Print • TV • Radio • On-line • Promotion

  20. Regional- Summer Strategy • Promote LA Getaways • Target San Francisco/ San Jose/ Sacramento/ San Diego • Focus “Arts & Entertainment” • Drive Traffic to Website • Print • Radio • On-Line • Partner with hotels and new attractions

  21. National Publications- Cultural Focus • Architectural Digest – March • Condé Nast Traveler – March • The New Yorker – March • Vanity Fair– March • Cultural Traveler- January • Travel & Leisure- November • Food & Wine- December • National Geographic Traveler- Nov./ Dec.

  22. Partnerships Extend Reach

  23. discoverLosAngeles.com • Improved SEO • Richer Content • New Mapping and Photography • Itineraries by interest and area • Launch multiple language • Spanish Now • Chinese May 2008 • Japan July 2008 • Korean August 2008

  24. Aligns with Existing Campaign • Is consistent with campaign strategy • Compliments marketing message • Works with print and broadcast

  25. Showcase LA as a Dining Capital • Targets Visitors & Locals • 2000+ Restaurant Database • Launched Restaurant Week • January 26 – February 8 • 140 participating restaurants • Coop Media of $750,000 • LA Times • Clear Channel • KTLA • American Express

  26. Restaurant Week Drove Business • 25% average increase traffic • 84% reported positive financial impact • 90% of restaurants received new customers • 86% would participate again • Produced an estimated 100,000 dineLA restaurant covers(based on 35% respondents) Mayor’s Press Conference January 22, 2008

  27. 166,000 Unique Visitors to Site 1.2 Million Page Views LA Times 4 Page Ad Rest. Week Launch Date Rest. Week End Date Mayor’s Press Conference

  28. Restaurant Week - Radio MyFM Interviews Susan Feniger (Right)

  29. Welcome to Los Angeles

  30. LAX Welcome Boards

  31. Visitor Information Centers • Downtown ( 7th & Figueroa) • Hollywood/Highland • Port of LA • Mobile Unit

  32. Official Guide Circulation 500,000 Meeting + Travel Professionals Guide Official Visitors Guide

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