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Brand Advertising:
Media Plan |
Description
CTTC’s domestic brand advertising program consists of an integrated media plan utilizing both offline and online channels to reach its intended target audiences and generate travel. This document provides detailed background for CTTC’s 2009-2010 domestic media plan (offline).
Background
Over the course of the past two fiscal years, CTTC’s domestic program of work has become more robust, not only in messaging but in media. Annual tracking research conducted by Strategic Marketing & Research, Inc. (SMARI) has shown the impact of layered media. Advertising recall rose from 61.1% in 2007, when TV was the primary medium, to 74.2% in 2008, when an integrated mix of TV and magazines were used to create stronger reach and frequency.
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| SOURCE: SMARI SPRING 2008 ADVERTISING EFFECTIVENESS STUDY, ADVERTISING RECALL |
In addition to SMARI data supporting the impact of layered media, a new Marketing Evolution study showed the combination of TV, magazines and online incrementally contributed to advertising impact, demonstrating the power of multiple media in the mix, or what Marketing Evolution calls “surround sound marketing” – an analogy that each medium, like each speaker in a surround sound stereo system, produces the greatest impact when working in a coordinated fashion (Measuring Media Efficiency: Assessing Media ROI Throughout the Purchase Funnel, 2008).
Beyond layered media, MeringCarson has deployed a leveraged media strategy to maximize CTTC’s investment through negotiated savings and enhanced exposure via custom added-value opportunities. In 2007-2008, CTTC’s media budget was extended by 26% with more than $3.2 million in media leverage and added value secured across television, print and online. For 2008-2009, increased emphasis was placed on securing opportunities for custom content to support CTTC’s core messaging platforms. Custom segments included Warren Kushner, director of the “Ambitious” winter/snow TV spot, appearing on Fuel to talk about the shoot and promote CTTC’s mountain/resort partners, and Andrew Firestone appearing with chef/restaurateur Josie LeBalch in a USA Character Fantasy segment on California wine and food. The resulting added value across the national cable networks on CTTC’s 2008-2009 TV buy was double that of 2007-2008.
Media Objective
The objective of CTTC’s domestic media plan is to create breakthrough impact through an integrated consumer-driven media approach that gives California the top-of-mind advantage and engages the target audience to drive interest, investigation and visitation.
Media Strategies
- Target California Brandcasters, activating and inspiring them through their personal passions.
- Provide national support to most effectively and efficiently reach the largest number of potential travelers.
- Deploy a layered media approach to reach the target audience via multiple touchpoints and generate the greatest impact.
- Leverage offline spending to generate online added value, extending online reach to lifestyle sites where paid dollars are not available.
- Provide year-round support, building continuity around California’s peak summer season through increased media support in the shoulder seasons.
- Provide opportunities for assessed businesses and DMOs/CVBs to cooperatively participate in California’s brand advertising program.
Target Audience
As described in the domestic overview section of the work plan, California’s core target audience is overnight leisure travelers who embody the California attitude with an emphasis on Brandcasters – those individuals who influence the purchase decisions of others when given the right information/ communication, or who through experiences can be engaged as brand advocates who will spread the California message virally.
Who Are They?
Seventeen percent of the U.S. population, or 38 million people, are Brandcasters with a California attitude. They are affluent consumers who share common psychographic values and attitudes.
| Demographics |
Attitudes/Values |
Connections |
| Boomers/Late Gen Xers |
Quality Over Price |
Family & Friends |
| 63% Age 25–54 |
Brand-centric |
Work/Life Balance |
| Married W/Older Kids |
Tech-thusiasts |
Arts & Entertainment |
| Average HHI $93K |
Confident & Inquisitive |
Individual Pursuits |
| College Educated + |
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Active & Involved |
| Urban/Suburban |
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How Do We Reach Them?
In terms of media consumption, California Brandcasters are informed and engaged, with a robust weekly media diet that includes both offline and online outlets.
| California Brandcaster Weekly Media Diet |
| Watch 3–4 hours of TV per day |
| Read newspaper nearly every day |
| Go online over 3x per day |
| Listen to 17 hours of radio & drive nearly 172 miles |
| Read 3 titles in a week |
| Media Attitudes |
| Online, outdoor, and magazine index highest |
| Appointment TV viewers |
| TV and newspaper are "Most Trusted" sources of media |
| SOURCE: MRI 2008 DOUBLEBASE; INDEXAGAINST 2ND HEAVIEST QUINTILE; MEAN USAGE SCORES |
Offline Media Mix
CTTC’s offline media mix includes the powerful combination of television and magazine advertising. The Nielsen Company reports that Americans have hit an all-time high of 151 hours of TV viewing per month, and it’s not just the message that is spreading but the medium – Internet-equipped consumers gobble another three hours of online video per month and smartphone owners almost four hours (3/5/09). When it comes to consumer engagement, magazines continue to score significantly higher than TV or the Internet in ad receptivity and all other engagement dimensions, including trustworthiness and life enhancement (Simmons’ Multi-Media Engagement Study, 2008).
Comfort, escape and thrift are the values that reign supreme, as viewers dive into familiar fictional worlds for time away from their daily troubles, in formats that are easy on the wallet (Iconoculture, 3/10/09).
- Television – creates heart and mind connections
- Use national cable networks/programming as a foundation to provide national reach and coverage.
- Develop continuity flighting to keep messages in the market longer.
- Deliver budget leverage through added-value promotions and content that connect emotionally and rationally.
- Continue to partner with Southwest Airlines to bolster key spot markets with additional coverage and retail messaging.
- Magazine – creates lifestyle connections
- Select magazines based upon the delivery of California Brandcasters’ passions and interests.
- Own select national magazine issues through a distinctive “take over” ad unit approach.
- Concentrate a majority of the messaging in California’s core Western region U.S. markets.
- Build frequency and impact through co-op and non-co-op publication synergy.
- Deliver budget leverage through added-value promotions and content that connect emotionally and rationally.
New for 09-10
CTTC will continue to leverage the Upfront television buying period, securing a base weight level of 50 TRPs per week to lock up some of the best inventory and rates, and maximize added value leverage. However, to allow for increased flexibility given market conditions, additional TRPs will be purchased in the Scatter market.
To reinforce the promise of “abundance,” MeringCarson has developed a unique, custom program in conjunction with Sunset magazine. California will “take over” key Sunset issues nationally, using multiple, smaller space ad units to sell the state throughout the magazine and ending on a full page ad unit at the back of the book.
Offline Media Budget & Delivery
| FY 2009/10 |
FY 2008/09 |
FY 2007/08 |
Budget (offline)
$14.5 Milllion |
Budget (offline)
$14.4 Million |
Budget (offline)
$15.2 Million |
Television: $13.2 million
Magazines: $1.3 million |
Television: $13.2 million
Magazines: $1.2 million |
Television: $13.2 million
Magazines: $2.0 million |
TV Exposure:
Nat’l Cable = 12 weeks (850 TRPs)
Nat’l Broadcast = 6 weeks (44 TRPs)
Southwest Airlines Spot Overlay = est. 13 weeks |
TV Exposure:
Nat’l Cable = 14 weeks (870 TRPs)
Spot Market Prime Overlay = 4 weeks (240 TRPs)
Southwest Airlines Spot Overlay = 26 weeks |
TV Exposure:
Nat’l Cable = 20 weeks (855 TRPs)
Nat’l Broadcast Overlay = 12 weeks (66 TRPs)
Southwest Airlines Spot Overlay = 22 weeks |
Magazine Exposure:
CA Insider = 2 inserts across 4 Western Region magazine titles
CA Insider = 19 FP ads in 7 national magazine titles |
Magazine Exposure:
CA Insider = 8 inserts across 10 Western Region magazine titles
CA Wine & Food = 1 insert across 2 Western Region magazine titles |
Magazine Exposure:
CA Insider = 7 inserts across 4 Western Region magazine titles
CA Wine & Food = 1 insert plus 4 ad insertions across 6 Western Region magazine titles |
| Est. Nat’l Target Impressions = 1,107,036,000 |
Est. Nat’l Target Impressions = 1,054,162,000 |
Est. Nat’l Target Impressions = 1,076,782,192 |
| Est. Nat’l Reach = 76.6% |
Est. Nat’l Reach = 66.5% |
Est. Nat’l Reach = 75.5% |
Est. Nat’l Frequency = 11.9x
57.2% exposed 3+ times |
Est. Nat’l Frequency = 13x
49% exposed 3+ times |
Est. Nat’l Frequency = 8x
53% exposed 3+ times |
Brand Advertising Metrics
CTTC’s domestic brand advertising program is measured by Strategic Marketing & Research, Inc. (SMARI) through an annual Advertising Effectiveness & ROI Study conducted in two phases: awareness/intent to travel and actual travel/ROI. As CTTC’s program of work has become more layered and complex, with equal emphasis on the fall/winter and spring periods, SMARI methodology has been evolved to consider the collective effort over the course of a calendar year.
| Key Metric |
2006* |
2007* |
2008* |
| Awareness |
41% |
61% |
74.2% |
| Incremental Trips |
1,543,325 |
2,595,547 |
3,647,280 |
| Average Expenditures |
$1,286 |
$1,126 |
$1,797 |
| Economic Impact |
$1.96 B |
$2.92 B |
$6.55 B |
| Tax Revenue |
$126,659,176 |
$189,077,364 |
$424,000,000 |
| Campaign Expenditures |
$4.4 M |
$9.03 M |
$18.7 M |
| ROI |
$445 |
$323 |
$431 |
| General Fund ROI |
$29 |
$21 |
$23 |
*BASED ON MEASUREMENT FOR SPRING CAMPAIGNS ONLY DURING CTTC’S FISCAL YEAR
**BASED ON MEASUREMENT FOR CALENDAR YEAR 2008, INCLUDING SPRING AND FALL/WINTER CAMPAIGNS |
Containment Contingency Measures
In the event CTTC would need to scale back its program of work due to revenue shortfall, MeringCarson has evaluated cost containment measures across media, creative/production and strategic alliance/co-op programs. Media reductions would be made to the national cable TV program by reducing or eliminating the Scatter market buy and magazine advertising would also be scaled back.
BUDGET ITEMS
Brand Advertising: $16,900,000 |
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