United Kingdom

The U.K. is California’s top overseas market, with an estimated 818,000 visitors in 2008. This is a 17.6% market share of all U.K. travel to the U.S. In 2008, 4.7 million Britons visited the U.S., up 3% from 2007. There were 77,000 Irish port-of-entry arrivals at California airports in 2008, an 18.5% increase from 2007. This is a 14.5% share of all Irish arrivals into the U.S. in 2008.

There has been a 20% increase in U.K. long-haul outbound travel over the past five years. Today, the U.K. market accounts for 88 million international person trips annually. Visitation to California is still below pre-September 11 volume, and there is room for significant growth. Recently, the election of President Obama has created a more favorable public opinion of the U.S. and travel to the U.S. in general. After two years of continued advertising in the U.K., the consumer knows more about the benefits of vacationing in California. CTTC has found that 71% are aware of California advertising, which generated a 1.8% increase in incremental travel. That breaks down to 177,000 incremental trips, or $670 million in incremental spending – resulting in an ROI of $135.

With such a complex and competitive media landscape, CTTC has focused on key target markets to hone messaging and make the best use of available funds. TGI (Target Group Index) was used to draw two main groups: Silver Voyagers (keen but cautious travelers) and Cultured Explorers (independent travelers with a keen sense of adventure). California is behind the more proximal New York and Florida in terms of U.K. visitation, but increased share of voice and creation of coherent brand strategy will start to see California’s market share increase. Florida’s market share in 2007 was 31%; New York’s was 28.3%. 

Key Strategies

• To deepen understanding of California product and address some of the barriers to travel via localized print and online advertising (to highlight specific reasons to visit).
   
• To create integrated marketing campaign with brand advertising as the centerpiece of the campaign.
   
• To execute one large, multifaceted PR campaign.
   
• To explore social media and to use existing online communities to our benefit and create genuine engagement with the California brand.
   
• To expand our relationship with British Airways into a strategic partnership in the second year and look for further high-profile partnerships that will expand California's marketing reach in the U.K. and provide bookable calls to action.
   
• To focus education of selling agents via the new online training program and SuperFam with BA.
   
• Expand the current product manager fam program around Go West, themed during the year and sales mission to London, Manchester and Dublin.