Busa travelocity training 4.3.2013

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  • 1. Global Marketing Partnerto the Travel Industry Promote the United States as a premiertravel destination Established by the Travel Promotion Act Partner investments matched withESTA funds (Electronic System for TravelAuthorization) required by Visa WaiverProgram (not taxpayer dollars)

2. Roles in the Travel Industry TRAVEL PROMOTEADVOCATE & Lead the Nations TOURISM Advocate for policiesglobal marketing effortto remove travelINDUSTRY barriers Communicate US entryand security processes Communicate benefits of Travel to Create a welcoming ADVISEpolicymakersexperience forInternational tourists Provide industry networking opportunities Advise the Secretary of Commerce onIssues Affecting the Travel Industry 3. Funding Model Private sector funding is required to receive ESTA funds Cash or in-kind investment Minimum cash requirement is 20%, and in-kind can be up to 80%, but not required $1 matching As much as $1 from cash orfunds received$100M+ could befrom ESTA invested in directin-kindBrand USAcontribution funds($2 received thru marketing to the9/12) USA Advertising Sponsorships Funded by $14 fee paid to The marketing fund Co-op MarketingESTA by travelers from 36 created by the ESTA fee Licensingvisa waiver countries is capped at $100M Publications annually Joint Media Buys* 2:1 match throughSeptember 30, 2012 Trade Shows 4. To Seize the Moment Global travel is booming expected to double to$2.1 trillion by 2020 Arrivals to the United States expected to increase36% from 59.7 million travelers in 2010 to81 million travelers in 2016 Equates to an additional $88 billion in revenuesand 629,000 jobs33 TRAVELERS 5. Consumer Advertising Market Launches South KoreaCurrentAustralia Sept 2013Markets: Dec 2013Canada Germany Brazil Nov-Dec 2013JapanJun & Sept 2013UK Japan Canada Mar-Apr & Sept-Oct 2013 Feb-Mar & May-Jun 2013; ) Mexico China Jun 2013 July & Oct-Nov 2013 United Kingdom Feb-Mar, May & Sept-Oct 20136 6. Brand USA Media Planning OverviewBrand USA will match advertisers cash investment 1:1Travelocity will match Brand USAs cash investment 2:1 (In-kind ContributionExample: This media will run on theAdvertiser cash investment $20,000 international site for the advertiserBrand USA matches this with 1:1 cash investment$20,000 This media will be solelyTravelocity matches Brand USA 2:1 (In-kind Contribution) $40,000 dedicated to Brand USA 7. Advertiser Requirements1. Must include the Brand USA logo in ad media2. Must include the Brand USA logo on landing page3. Must only be promoting on International POS (no domestic!)4. Must be a US Travel Supplier, US Travel Seller, US Destination5. If previous Brand USA advertiser with Travelocity, advertiser must renew at the same investment and use the Brand USA dollar to EXTEND the reach of the marketing efforts (not a subsidy program).6. Minimum new advertiser campaign is $10,000 8. RequirementsAdvertiser Media Rules1. Media must run on International sites to drive US inbound travel2. Advertiser ads must include Brand USA logo3. Advertiser landing page must include Brand USA logo4. If a past advertiser; must renew at the same investment level as they have previously spent using Brand USA dollars to EXTEND THEIR REACH vs. SUBSIDIZE THEIR BUYBrand USA In-Kind Media Rules (NOT TO BE COMMUNICATED TOADVERTISER)1. Ads for Brand USA/Discover America must be 100% SOV for DiscoverAmerica2. Ads can link to Brand USA/Discover America landing page3. Brand USA landing page can (and should) merchandise multiple US travel partners (Brand USA partners of Travelocity) to provide leveraged exposure for those participating in the coop4. In-Kind should be established a agreed upon fair market value cpm across each of the channels not at Rack Rate. This must be a verified cpm based on what is usually charged to paid placements 9. Process WorkflowContract SubmissionPlease submit IOs to: [email protected] copy Guy [email protected] must include the line items: Brand USA Investment Advertiser Investment Travelocity In-Kind Contribution to Brand USA (reflecting the 2:1) IOs must be signed by advertiser and BRAND USA.In-Kind Submission FormWe are responsible for submitting a monthly In-Kind Submission Form. Thisform must include:The name of each Brand USA Advertiser, IO#, Impressions, CPM, Value ofeach media drop. I will be asking you all to provide detail for this so I cansubmit a single report for the whole company. 10. Billing InformationPaymentALL invoices to Brand USA must be sent with proof of performance [email protected] LOA Partners: Full Amount Advertiser Name: Brand USA/xxx Advertiser COOP Billing: 1725 Eye Street, 8th Floor Washington, DC 20006 Send via email: [email protected] Partners: Bill 50% of Cost to Brand USA *as listed above Bill 50% Direct to Advertiser (separate IO)InvoicesBrand USA now requires "proof of performance" in order to pay each invoicereceived from publishers. Please send final creative of all Brand USA co-opadvertising and delivery report, with each invoice sent to the Accounts Payableaddress. 11. LOA Partners? What is an LOA partner? An LOA partner is US Travel Industry Member or US TravelSeller that has contributed cash to Brand USA to use towardsInternational Marketing Initiatives. To find out if you are selling to an LOA partner, please [email protected] before putting together your IOso you know how to create the IO (one IO with 100% billing toBrand USA) or for NON-LOA (two IOs one direct to advertiserand one for Brand USA). In-Kind media allocation will be listedfor NON-LOA customers on the Brand USA IO showing a 2:1 In-Kind match on the Brand USA investment. 12. Reporting provided at corporate levelReporting Requirements:Monthly Reporting per Point Of Sale will be required in specific format that will be distributed to all publishers.A set of brief, but strict, instructions will be provided with the reporting tool to all publishers.Reporting will include:Distribution Production:Ad and Online Media Performance: Total Passengers (air + hotel + vacation)# Co-op Impressions - Advertiser + BUSAPrior Year Total Passengers (air + hotel + vacation)# Co-op Clicks - Advertiser + BUSA YOY Total Passengers Change (air + hotel + vacation)CTR Co-op Impressions - Advertiser + BUSATotal Bookings (air + hotel + vacation)Total Co-op Spend - Advertiser + BUSAPrior Year Total Bookings (air + hotel + vacation)CPC Co-op - Advertiser + BUSAYOY Total Bookings Change (air + hotel + vacation)In-Kind Impressions - Advertiser + BUSATotal Revenue (air + hotel + vacation)In-Kind Impressions - BUSA onlyPrior Year Total Revenue (air + hotel + vacation)In-Kind Clicks - BUSA only YOY Total Revenue Change (air + hotel + vacation)CTR In-Kind BUSA only ImpressionsAverage # of People Traveling Per BookingTotal In-Kind Cash Value - BUSA only Average LOSCPC In-Kind BUSA onlyBooking Window Air# Paid BUSA Impressions (non-co-op)Booking Window Hotel# Paid BUSA Clicks (non-co-op) Booking Window Vacation PackageCTR Paid BUSA Impressions (non-co-op)Look to Book WindowTotal Spend Paid BUSA (non-co-op)Market Share of Total International BookingsCPC Paid BUSA (non-co-op)Prior Year Market Share of Total International BookingsBUSA Landing Page TrafficTime on Landing Page Ad Reporting:Cost Per Visit ($ invested Brand / # of visits)Coop Ad Delivery ReportPost Impression Activity Data to DA.comIn-Kind Ad Delivery Report# number of US Content searches% Change YOY of US Content SearchesProduction Reporting: Booking, Passenger, Revenue, Length of Stay, Booking Window Per Product Type (air, hotel, package) Per Point of Sale with YOY Measurements / Change. 13. Due dates for Travelocity for reporting on overallcoop participation and production OTAs Complete Raw Data incl. Report Month Ad Performance AND Revenue ResultsDUE 2ND WEDNESDAY OF FOLLOWING REPORTING MONTHJanuary 2013Feb 13 2013 February 2013Mar 13 2013 March 2013 Apr 10 2013 April 2013 May 8 2013 May 2013 Jun 12 2013 June 2013 Jul 10 2013July 2013 Aug 14 2013 August 2013Sep 11 2013 September 2013Oct 9 2013 October 2013 Nov 13 2013 November 2013Dec 11 2013 December 2013 Jan 8 2014