STAYING THE COURSE WITH LAYERED MESSAGING
DEEPENED EXPOSURE
ADDED VALUE OPPORTUNITIES
AMBITIOUS MARKETING
REFINING THE MESSAGE FOR DIFFICULT TIMES

The foundation of CTTC’s brand advertising program is national cable television. Through a series of star-studded commercials featuring celebrities, athletes, chefs and winemakers, along with Governor Arnold Schwarzenegger and first lady Maria Shriver, CTTC showcases California’s abundance. In 2008-2009, CTTC’s brand advertising included two national cable campaigns in fall and spring.

ROI RESULTS 2008 TV & PRINT

  • 3.6 million incremental trips
  • $4.9 billion in spending
  • $318 million in tax revenue
  • $263 in visitor spending and tax revenue for every $1 spent on advertising.
Deepened Exposure

Along with TV advertising, CTTC developed print ads to deepen its layered messaging. In November, CTTC developed three targeted print ads, which ran in the western region editions of Backpacker, Runner’s World and Golf Digest (outdoor); Budget Travel and Conde Nast Traveler (adult indulgence); and Smithsonian (cultural). In April and May, CTTC placed four different inserts promoting California as the "Land of Plenty" into Budget Travel (family); Conde Nast Traveler and Travel + Leisure (affluent); Food & Wine and Gourmet (culinary); and Smithsonian (cultural)—reaching a total circulation of 3.2 million.

CTTC also unveiled the fourth print ad from The Land of Wine and Food, placed in the March western region editions of Gourmet and Conde Nast Traveler. The new ad features "A giant hello from the land of big reds and bold vintners, like Randy Lewis. A land called California, where racecar drivers find second lives as famous winemakers."
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