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| Brand Advertising |
 CTTC’s brand advertising program has achieved high levels of awareness, resulting in California being well-positioned as a preferred travel destination. The need now is to go beyond awareness to create an increased propensity to travel, which requires a more robust and complex program of work.
CTTC will continue to use national cable TV advertising as the foundation of the domestic brand advertising program. As the industry has retrenched due to budget cuts across the state, and in many cases shifted efforts to closer feeder markets, CTTC’s national push will continue to provide California with the broadest coverage, reach and frequency, and the greatest number of gross impressions. In order to keep messages in the market longer, a continuity flighting strategy has been developed.
Creatively, CTTC will continue to air a combination of dynamic television spots that collectively reinforce the promise of California’s year-round “abundance.” The commercials will include the larger umbrella brand messaging, along with wine and food and snow (winter). SMARI research shows the strong impact of this multi-layered messaging—the more messages consumers see, the more likely they are to indicate an interest in visiting California.
CTTC’s layered messaging approach also includes print advertising that incorporates greater depth through insider content and inside scoops to provide consumers with new reasons to choose California. Use of the three TV spots plus print advertising in 2008–2009 created depth and extra performance in CTTC’s brand advertising program; moreover, print advertising enables greater targeting and extends reach. As SMARI research has shown, it also enhances overall brand advertising program performance.
In addition to its foundational advertising components, CTTC will also look for new and innovative ways to engage consumer interest in the California brand by enhancing emotional connections, infiltrating daily lives in an increasingly complex media landscape and continuing to competitively position California as a cutting-edge leader through big ideas that can be integrated across the entire program of work. Brand advertising performance is measured in incremental travel influence such as increased visitors, jobs and tax revenue, and return on investment (ROI). |
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