Online Work Plans

CTTC Proposed Annual Work Plans, Fiscal Year 2009/2010

AS OF 4/10/2009

DOMESTIC

Public Affairs

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National Leadership

Providing national leadership in travel & tourism.

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State Policy Initiatives

Staying in constant communications with the state.

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California Sustainable Tourism Symposium

Focusing on a sustainable future.

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Brand Advertising

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Messaging Plan

Crafting the California message for consumers.

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Media Plan

How, when, where and why.

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Media Flowchart

Strategically planning California face time.

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Interactive

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Foundational Programs

Improving the foundation.

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eCRM & Opt-in Campaigns

Deepening the dialog.

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Digital Media

Expanding reach.

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Web Site Content Planning

Input from the industry.

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Cooperative Promotions

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California Fun Spots

Finding the fun in California.

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California State Park Visitor Map

Partnering with California State Parks.

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Golf California

Promoting tourism on the greens.

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Shop California

Offering shopping opportunities and incentives.

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Publications & Fullfillment

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California Visitor's Guide

Providing inspiration across the state.

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Road Trips

Driving consumer satisfaction.

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Communications

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Digital Assets

Building a comprehensive digital assets library.

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Domestic Press Events

Creating top-notch media events.

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Field Representatives

CTTC representatives out in the field.

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Industry Events/Promotional Items

Recognizing industry excellence.

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Industry/Media Newsletters

Reaching out to media and industry partners.

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Media Fams/Visits

Connecting with media to showcase the state.

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Media Relations

Maximizing outreach efforts.

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Web Site B2B Portal

Easy tools for industry stakeholders.

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Travel Trade

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Travel Trade Events & Promotions

Interacting with the U.S. travel industry.

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Travel Trade Fams

Introducing travel trade to California.

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Research

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Economic Impacts & Visitor Tracking

Tracking tourism's economic footprint.

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International Market Research

Research results from around the globe.

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Marketing Effectiveness & ROI

Monitoring our return on investment.

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Research Web Site & Newsletter

Providing a one-stop statistics source.

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Rural Tourism

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California Cultural & Heritage Tourism Corps

Working with local cultural heritage partners.

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Rural Tourism Development Program

Promoting California's rural gems.

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California Welcome Centers

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California Welcome Center Program

California's personal concierge system.

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INTERNATIONAL

United Kingdom / Ireland

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Brand Advertising

Inspiration in the U.K.

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Co-op Promotions

Aligning with strong brands internationally.

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Communications

Developing relationships with key media.

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Technology

Serving international visitors online.

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Travel Trade

Working with the trade to market California.

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Japan

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Brand Advertising

Consumer-direct brand advertising strategies are crucial in Japan.

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Co-op Promotions

Creating high-profile co-op promotions.

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Communications

Communicating the California message.

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Technology

Reaching Japanese consumers through the Web.

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Travel Trade

Leveraging travel trade relationships.

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Germany / Switzerland / Austria

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Co-op Promotions

Maximizing California brand positioning.

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Communications

Showcasing California's diversity in the media.

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Technology

Reaching the Germany consumer through visitcalifornia.de.

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Travel Trade

Focusing efforts on the top 10.

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Australia / New Zealand

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Co-op Promotions

Increasing exposure beyond the gateways.

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Communications

Generating positive media coverage.

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Technology

Creating Web resources for Australia/New Zealand.

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Travel Trade

Maintaining travel trade contacts.

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Canada

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Brand Advertising

Extending brand advertising efforts in Canada.

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Co-op Promotions

Involving industry partners.

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Communications

Showcasing and leveraging the California lifestyle.

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Technology

Providing high-quality information to the Canadian consumer.

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Travel Trade

Providing a platform for the California travel product.

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Mexico

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Co-op Promotions

Promoting key California attributes.

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Communications

Maintaining ongoing relationships with travel media.

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Technology

Delivering an online platform for the Mexico market.

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Travel Trade

Working with specialized wholesalers and airlines.

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South Korea

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Co-op Promotions

Involving California business in South Korea marketing.

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Communications

Reaching out to South Korea with Communications.

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Technology

Online measures to reach Korean consumers

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Travel Trade

Travel Trade is our direct line to South Korean consumers.

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China

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Co-op Promotions

Reinforcing CA brand positioning with co-op promotions.

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Communications

Promoting California in China

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Publications

Visualizing California in China

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Technology

Becoming a technology leader in China.

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Travel Trade

Establishing relationships with travel trade.

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Secondary / Emerging Markets

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France

Reaching travel trade and media.

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India

Opportunities in India.

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Scandinavia

Marketing in Sweden, Norway, Denmark & Finland

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South America

The leading source of South American travelers.

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Global Marketing

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International Travel Trade Events & Promotions

Promoting California to the travel industry abroad.

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International Visitor's Guide

Expanding our reach abroad.

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