Description
With CTTC’s continued growth and enhanced marketing efforts, both domestic and international, it is imperative that a comprehensive digital asset library highlighting the California travel product is maintained. This library not only supports marketing needs, but establishes CTTC as a valuable resource, complementing and enhancing paid advertising efforts through public relations programs and other promotional opportunities.
High-Definition B-Roll
The new standard for U.S. television as of June 2009 is high-definition (HD) footage. To stay current with the changing media landscape, CTTC has begun development of a world-class media library consisting of HD video footage to support its marketing efforts both domestically and internationally. This library will be used to further extend CTTC's public relations efforts and fill other program needs. These uses include but are not limited to: filling media requests as well as providing clips with story ideas; educational formats for travel trade; allowing CTTC to take advantage of television promotions and requests for California content; and serving as a resource for possible Web and other marketing video content needs. By developing this library and keeping it current, CTTC will be a leader in providing images to worldwide media.
Photography
High-quality, current images are a critical component to CTTC promotional programs. CTTC will continue updating its image library to reflect CTTC branding and iconic California features in all 12 regions of the state.
Videography
CTTC coordinates the production of videos designed to showcase the successes of events produced and sponsored by CTTC. This video library highlights what CTTC does on behalf of the travel industry. Videos are shown at various industry events and presentations and shared with partners. They also serve as key education and outreach tools for members of the industry and media. This also includes the production of quarterly retroactive videos showcasing CTTC’s efforts at each Commission meeting.
Background
CTTC began production of an HD California B-roll library, and has successfully obtained footage of six of California’s 12 regions. The California photograph library is also being built. CTTC negotiated a partnership with photographer Jamie Williams to obtain 100 digital images and conduct photo shoots throughout California. Additionally, CTTC acquired unlimited usage to the images for an unlimited amount of time; assets will be used in advertising and advertorial programs and to refresh Web site content, update travel trade and media photo CDs and distributed to CTTC international offices. CTTC also partnered with Sunset Publications to produce 30 images of each of the 12 regions, for a total of 360 unique images. Rights include three years’ of use, including usage for Web site content and distribution to the media. CTTC continues to work with/contract with professional photgraphers and works to acquire the maximum amount of usage and terms possible.
New for 09-10
CTTC will be implementing a digital assets management system to better manage usage rights, distribution and category of photography, B-roll, videography and internal assets. CTTC also plans to organize a re-bid to complete the HD B-roll library.
Objectives/Metrics
- To develop and maintain an up-to-date, comprehensive digital asset library of compelling images and video that exemplify California beauty and lifestyle
- To implement and launch digital assets management system
High Definition B-Roll
- To meet changing media needs by providing HD footage
- To continue to develop timeless California footage that will meet national/international broadcast and online media content needs
Photography
- To develop and maintain a strong California image library for CTTC use with Web sites, publications, travel trade, media and promotional uses both domestically and internationally
Videography
- To educate the industry about CTTC produced/sponsored events
BUDGET ITEMS
High-Definition B-Roll: $150,000
Photography: $100,000
Videography: $50,000 |