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Brand Advertising:
Messaging Plan |
Description
CTTC’s domestic brand advertising program consists of a multi-layered campaign designed to inspire travelers on many different levels and reinforce the promise of “abundance.” This document provides detailed background for CTTC’s 2009-2010 brand messaging plan.
Background
California’s brand advertising program encompasses multiple messaging platforms that give consumers new reasons to visit the state throughout the year. In addition to California’s umbrella brand messaging intended to promote the depth and breadth of the state’s abundance, three additional platforms deliver targeted messaging to California Brandcasters based on specific passions and interests:
- California Wine & Food—targets the culinary traveler
- California Snow—targets the winter/snow sports enthusiast
- California Insider—targets a range of enthusiasts including family travelers, outdoor adventure travelers, cultural travelers and affluent travelers
One of the most significant findings from Strategic Marketing & Research, Inc. (SMARI) in the 2008 annual tracking study is the influence of multiple messaging platforms on awareness and intent to travel. Those exposed to multiple messages were significantly more likely to visit California.
Creatively, the foundation of CTTC’s brand advertising is composed of three television spots:
- “Work” (umbrella brand)
- “You’ll Be Back” (wine/food)
- “Ambitious” (winter/snow)
As of May 20, 2009, both “Work” and “You’ll Be Back” expired, coming to the end of their 21-month lifecycle. Because “You’ll Be Back” only aired in 25% of the national cable TV rotation during its first lifecycle, this spot was renewed for another lifecycle. However, based upon an in-depth wear-out analysis conducted by MeringCarson and SMARI, the “Work” TV spot breeched wear-out levels at the end of the spring 2009 flight. To address potential wear-out, CTTC refreshed “Work” with a new opening sequence featuring Marisa Miller and Jay Leno, along with new scenes featuring Cesar Milan (The Dog Whisperer), David Beckham and Hollywood director McG. This refreshed umbrella brand spot is called “Serious Business.”
New for 09-10
To create greater integration among all communication channels, both offline and online, CTTC developed the “True Californians” campaign, which showcases the “California attitude” through iconic Californians and their insider places and experiences including Jim Moriarty, CEO of Surfrider Foundation; world-class rock climber Beth Rodden; Charles Phan, executive chef/owner of The Slanted Door; and Elon Musk, CEO of Tesla Motors. Each ad embodies the spirit of “Serious Business” while telling a deeper story and directing consumers to an individual landing page on visitcalifornia.com to learn more about that person’s California favorites through interviews, photos and their California Fives. Beyond print advertising, these “True Californians” are featured in CTTC online banners for the California Fives program.
Messaging Objective
Stimulate travel impact, both incremental and repeat, through layered messaging that reinforces California’s promise of abundance while differentiating the state and providing inspiration and consumer relevance.
BUDGET ITEMS
Media: $14,668,995
See "Media Flowchart" for media budget detail.
TV Production & Talent Payments: $2,500,000
Print Production: $360,000
Misc./Shipping/Travel: $25,000 |
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