Culture California 2009/10
Contacts
Jonelle Norton-Tannahill
jnorton@visitcalifornia.com
916.319.5438

Antonette Eckert
aeckert@visitcalifornia.com
916-319-5405

Milestone Dates
01/01/2009 -  Ongoing

Fees
TBA

Description
Culture California brings together arts, culture, heritage and other related tourism assets in a highly leveraged marketing co-op dedicated to increase the reach and exposure of the cultural heritage program through Web, e-blasts and search engine marketing (SEM) exposure. The purpose of the Culture California co-op is to:
  • Support and maintain a cultural and heritage tourism marketing effort.
  • Showcase and promote California’s cultural and heritage assets.
  • Develop viable opportunities for all levels of participation within the cultural and heritage industry.
  • Leverage partner funding to expand reach and exposure.
  • Encourage increased visitation and length of stay from visitors in primary domestic markets with a specific call to action.
  • Drive traffic to the culture pages of visitcalifornia.com.

The California Cultural Tourism Coalition (CCTC) was established in 2002 as a collaborative effort between CTTC and its cultural and heritage partners. The program supports CCTC, which was founded to enable destinations, historic sites, State Parks, festivals or other cultural activities and venues to leverage their marketing dollars in a concentrated effort that promotes the cultural and heritage industry in California. CCTC works in tandem with the California Cultural and Heritage Tourism Council (CCHTC). The CCTC provides cooperative marketing opportunities, while CCHTC provides educational and networking opportunities.


Background/Accomplishments

The cultural packages have been promoted at a number of travel trade and industry events:

  • 11th Annual Shop America Tourism Conference
  • Domestically at Go West and NTA
  • Internationally at PowWow, Expo Vacaciones, ITB, Addison Travel Shows and WTM
  • CTTC’s New York and San Francisco Media Receptions

In fiscal year 2007/2008, 55 unique shopping and cultural tour packages were created ranging from $15-$400. As of May 2008, 340 tours have been sold; 5% (or 17) were specific cultural tours. CTTC recognizes the potential for growth moving forward and is working closely with Shop America to support and maintain a cultural and heritage tourism marketing effort.


Partner Benefits

Great for cultural and heritage attractions or destinations who want to leverage the state’s promotional efforts and partnership with Shop America to receive added exposure for cultural assets at little or no cost.


Details

In partnership with Shop America, CTTC has created and sold cultural and heritage packages that consist of added-value offers for consumers and the travel trade. The packages are themed, and couple shopping with a plethora of activities that incorporate heritage, history, historic hotels, botanical arts and gardens, and epicurean arts as part of the tour packages (previously known as HATS, BAGS and EATS).

The packages are sold online through CultureCalifornia.com and CultureToursAndMore.com, and are commissionable to the travel trade and to tour operators.

In an effort to enhance the program with additional exposure and taking into consideration the larger brand effort, CTTC added the cultural packages in the “Deals” section of visitcalifornia.com and will be redirecting CultureCalifornia.com accordingly in 2008.

CTTC will support CCTC with programming dedicated to increase the reach and exposure of the cultural and heritage program with Web, e-blasts and SEM exposure as part of its larger brand buy as well as through its PR and communication efforts.


Metrics
  • Number of CTTC program partnerships
  • Number of cultural packages sold
  • Web traffic to visitcalifornia.com culture pages (Deals, Arts & Culture, etc.)
  • Web traffic and culture/heritage packages sold through CultureToursAndMore.com and visitcalifornia.com

    • Key Dates

    Ongoing


    Below you will find some documents that our Program Managers feel will help you to better understand this program. These documents are for information purposes and may or may not be needed for participation in the program.

    Below you will find some links that our Program Managers feel will help you to better understand this program. Please be aware that these links will navigate you to an outside business or entity, and California Travel and Tourism Commission is not responsible for the information contained within these external resources.

    Slide Show
    Photos
    Videos
    Contacts
    Jonelle Norton-Tannahill
    jnorton@visitcalifornia.com
    916.319.5438

    Antonette Eckert
    aeckert@visitcalifornia.com
    916-319-5405

    Milestone Dates
    01/01/2009 -  Ongoing

    Fees
    TBA

    Description
    Culture California brings together arts, culture, heritage and other related tourism assets in a highly leveraged marketing co-op dedicated to increase the reach and exposure of the cultural heritage program through Web, e-blasts and search engine marketing (SEM) exposure. The purpose of the Culture California co-op is to:
    • Support and maintain a cultural and heritage tourism marketing effort.
    • Showcase and promote California’s cultural and heritage assets.
    • Develop viable opportunities for all levels of participation within the cultural and heritage industry.
    • Leverage partner funding to expand reach and exposure.
    • Encourage increased visitation and length of stay from visitors in primary domestic markets with a specific call to action.
    • Drive traffic to the culture pages of visitcalifornia.com.

    The California Cultural Tourism Coalition (CCTC) was established in 2002 as a collaborative effort between CTTC and its cultural and heritage partners. The program supports CCTC, which was founded to enable destinations, historic sites, State Parks, festivals or other cultural activities and venues to leverage their marketing dollars in a concentrated effort that promotes the cultural and heritage industry in California. CCTC works in tandem with the California Cultural and Heritage Tourism Council (CCHTC). The CCTC provides cooperative marketing opportunities, while CCHTC provides educational and networking opportunities.


    Background/Accomplishments

    The cultural packages have been promoted at a number of travel trade and industry events:

    • 11th Annual Shop America Tourism Conference
    • Domestically at Go West and NTA
    • Internationally at PowWow, Expo Vacaciones, ITB, Addison Travel Shows and WTM
    • CTTC’s New York and San Francisco Media Receptions

    In fiscal year 2007/2008, 55 unique shopping and cultural tour packages were created ranging from $15-$400. As of May 2008, 340 tours have been sold; 5% (or 17) were specific cultural tours. CTTC recognizes the potential for growth moving forward and is working closely with Shop America to support and maintain a cultural and heritage tourism marketing effort.


    Partner Benefits

    Great for cultural and heritage attractions or destinations who want to leverage the state’s promotional efforts and partnership with Shop America to receive added exposure for cultural assets at little or no cost.


    Details

    In partnership with Shop America, CTTC has created and sold cultural and heritage packages that consist of added-value offers for consumers and the travel trade. The packages are themed, and couple shopping with a plethora of activities that incorporate heritage, history, historic hotels, botanical arts and gardens, and epicurean arts as part of the tour packages (previously known as HATS, BAGS and EATS).

    The packages are sold online through     CultureCalifornia.com and CultureToursAndMore.com,     and are commissionable to the travel trade and to tour operators.

    In an effort to enhance the program with additional exposure and taking into consideration the larger brand effort, CTTC added the cultural packages in the “Deals” section of visitcalifornia.com         and will be redirecting CultureCalifornia.com accordingly in 2008.

    CTTC will support CCTC with programming dedicated to increase the reach and exposure of the cultural and heritage program with Web, e-blasts and SEM exposure as part of its larger brand buy as well as through its PR and communication efforts.


    Metrics
  • Number of CTTC program partnerships
  • Number of cultural packages sold
  • Web traffic to visitcalifornia.com culture pages (Deals, Arts & Culture, etc.)
  • Web traffic and culture/heritage packages sold through CultureToursAndMore.com and visitcalifornia.com

    • Key Dates

    Ongoing



    Links
    Below you will find some links that our Program Managers feel will help you to better understand this program. Please be aware that these links will navigate you to an outside business or entity, and California Travel and Tourism Commission is not responsible for the information contained within these external resources.