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| Communications |
CTTC Communications strives to promote the California product through leveraging and extending CTTC programming to media and industry, ultimately increasing consumer interest and visitation to California. Additionally, CTTC works to communicate news and opportunities to the California travel industry through speaking engagements and the tourism industry Web site. CTTC aims to increase overall domestic media ROI by 15% in the upcoming fiscal year, in addition to increasing the quality and attendance at the popular Media Receptions, including San Francisco on September 29. These receptions continue to connect California destinations and businesses with key consumer, lifestyle and travel media, and provide an excellent way for our partners to reach multiple audiences at one event.
CTTC has awarded a new public relations representation contract to Development Counsellors International (DCI) as of April, and will be working with DCI to determine how Communications can amplify all CTTC marketing efforts. In particular, CTTC will continue with both proactive and reactive media relations based on California’s core attributes, including press releases and pitching. In conjunction with Public Affairs, Communications also plans to cost-effectively position CTTC as an industry leader for travel expertise to media, industry and government. Additionally, CTTC will work to advocate on behalf of the California tourism industry for public policy initiatives that benefit the industry as a whole.
Media want what they need now, digitally, and require assets that help them promote their online properties. Easily available and searchable digital media assets are a requirement to work the way media does today. Improved sharing of gathered content lets agencies and staff do more with less effort. Therefore, CTTC will continue building an in-depth digital library of California images and video, and implement a digital assets management system to comprehensively house all of California’s digital assets.
CTTC tracks communications ROI through media coverage, which is categorized into primary and secondary coverage. In primary coverage, CTTC, the Web site or staff is mentioned, whether or not the story is a direct result of outreach efforts. Primary coverage also includes a CTTC-coordinated media visit or the use of CTTC images or B-roll. In secondary coverage, CTTC is not mentioned, but the story is a direct result of CTTC efforts.
In 2008, CTTC launched the Marketing Program Planner (MPP) and the Tourism Industry Web site (B2B), with the goal of preserving distinct industry and consumer sites. As much of the content was moved over wholesale, CTTC will work toward making all information more usable for its audience, in addition to upgrading content and site features that will not only be the most relevant and usable for the industry, but facilitate efficient and cost-effective staff resources.
Specific plans include revamping and adding new content to the research section of the B2B, launching a new travel trade section, and examining the content upload section to ensure it’s user-friendly. Measures of success include traffic to site, feedback and satisfaction from assessed businesses, and accuracy of data.
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