In 2008–2009, CTTC’s main goal was to inspire British and Irish consumers to plan, look and book. CTTC focused on strategic partnerships to expand resources and impact.

STRATEGIC PARTNERSHIPS
For the second year, CTTC’s "Work" spot brought U.K. consumers closer to a California vacation. CTTC tagged some airings with British Airways information, leading consumers to a dedicated microsite. In return, British Airways bought $350,000 of splashy California-branded print and online advertising. Print ads returned more than 20 million impressions, reaching 42% of all U.K. adults nearly three times, while online ads delivered over 72 million impressions, with over 40,500 unique users.

CTTC also partnered with Telegraph.co.uk, creating a unique microsite for consumers to discover California. With 10 advertorials featuring "hidden" California, plus a cool itinerary-building tool, almost 50,000 unique users explored California vacation possibilities. Additionally, a partnership with the Daily Mail highlighted California offerings in advertorials reaching 5.9 million readers, supported by a Times Online microsite. Advertorials achieved 19 million impressions in total, with over 40,000 visits to the microsite.

INCREDIBLE U.K. EVENTS
CTTC showcased California’s wonders during high-level events, including the U.K. Sales & Media Day. Fifteen delegates learned from travel trade experts and met one-on-one with key tour operators. CTTC also hosted a tour operator luncheon and an evening media event. So far, 16 key media have produced 15 California features (circ. 28 million), resulting in a PR value of $1.2 million. CTTC also hosted its annual VIP Film Premiere around World Travel Market (WTM), attracting 150 key travel trade and media—the highest attendance ever. CTTC’s WTM delegation was also its largest ever—29 delegates from 22 companies, plus CTTC staff. Numerous face-to-face meetings with key product managers resulted in 584 leads, while popular wine receptions created a networking environment.

UNIQUE ADVERTISING ACTIVITY
CTTC embarked on new advertising strategies to entice visitors to California. CTTC’s new outdoor advertising campaign targeted a young, affluent London audience, with creative shown on 20 digital outdoor billboards and 40 billboards throughout the heavily used Underground—reaching 7.15 million consumers altogether. Additionally, CTTC’s winter advertising campaign stimulated the winter booking season (and reached a growing audience). California ads in several winter sports publications reached nearly 900,000 consumers for an investment of less than $40,000, and leveraged $185,097 in press coverage. CTTC’s branded booth at the London Ski Show was perfectly positioned to sell 45,000 consumers the benefits of skiing in California.

CO-OPS EXTEND REACH
CTTC participated in three high-profile travel trade co-ops, designed to support consumer in-market activities and leverage key trade partners' resources to extend the reach of CTTC's consumer messaging.

• A Virgin Holidays promotion ran for three months, reaching over 500,000 consumers and travel agents.
• Travel2 let CTTC reach an extensive range of travel agencies in the U.K. through online programs, trade press advertising and travel agent materials.
• Bon Voyage created a 32-page dedicated California brochure and microsite, along with a direct marketing campaign to their consumer database.