CTTC GUIDING PRINCIPLES

Do what the industry cannot do for itself
CTTC will provide a statewide marketing platform to promote the California brand.

Leverage cooperative programs and focus on international and new market development
CTTC will introduce the California brand to international audiences and establish strategic alliances with trusted in-market brands.

Evaluate return on investment (ROI) and measures on major programs
CTTC will track and evaluate market penetration and program impact on attracting leisure travelers.

Focus on out-of-state and international audiences
CTTC marketing programs will serve to attract new consumers to California, while providing industry partners with opportunities to reach new markets that are otherwise cost-prohibitive.

Support assessed businesses
CTTC will be a resource to assessed tourism businesses by providing marketing opportunities, a technology link to reach mass consumers, and tourism research material vital to the success of their operation.

Establish a technology link for all programs
CTTC will use technology and innovation to create targeted, timely and cost-effective brand messages for the industry, including assessed businesses, travel trade, media and consumers.

Align with key California DMOs
CTTC will coordinate resources based on high-impact programs and initiatives.

CTTC CORE STRATEGIES

1. Protect and maintain volume in primary domestic markets.

2. Reach visitors within national opportunity markets through awareness-building brand programs.

3. Expand marketing beyond seasonal coverage to drive year-round visitation.

4. Deepen efforts in primary international markets through multi-tiered audience approach.

5. Create a technology platform to leverage the California brand character and provide additional avenues for consumer reach.