Description
In an effort to support a key consumer-centric industry that is not part of CTTC’s assessed businesses, CTTC continues to endorse the Park Visitor program, which promotes the California State Parks system. CTTC supports this program by integrating state park editorial content in its print and online marketing vehicles, including visitcalifornia.com and the 2008 California Road Trips.
In 2009, the State Parks will continue to publish a full-size map, similar to the one published in 2008. This year, the maps will include the California Welcome Center locations as well as the CWC logo and URL.
Background
The Park Visitor campaign provides a marketing platform for State Parks and nearby DMOs and other partners to participate in:
- Advertising opportunities in the California Park Visitor Map, with 1.2 million copies distributed at all California State Parks, California Welcome Centers and visitors bureaus across the state.
- Online exposure on parkvisitor.com.
- Press opportunities via CTTC press releases and media events.
The Park Visitor program has been in existence since 2003. In 2006 and 2007, CTTC participated in the program as a print co-op. The print piece has evolved over time from a booklet format, to an accordion-style envelope kit with Northern and Southern versions, to a full-size map in 2008.
Objectives/Metrics
The goal of the Park Visitor program is to support and endorse program that will help to stimulate interest in and visitation to state parks.
- Partner satisfaction and participation in the Park Visitor programs
- Distribution of Park Visitor maps at all California Welcome Centers
- Lead generation from consumer and media trade shows
- Web traffic to parkvisitor.com
BUDGET ITEMS
Online Support: $1,000 |