ETC Brussels slides 4.16.10 final

A Vision for ETC USAMarket Intelligence

PartnershipsResults

US Operations Group Summary Speaker ETC USA Brussels 2010

1. Market Trends 2. US Travelers to Europe3. US OG Marketing4. Budget

Program Agenda

1. Market Trends

Recession turning in recovery ?

► GDP in growth for the beginning of 2010

► Lingering unemployment

► Confidence index : positive outlook ► Profit up for 2009

► Dow Jones up since April 09

Market Trends

GDP : historic Market Trends

Annual GDP index 2002 - 2009 and GDP forecast 2010

GDP : evolution per quarter Market Trends

Confidence index Market Trends

Consumer Confidence Index®, which had decreased in February, rebounded in March 2010 at 52,5.

Employment Market Trends

Profit Market Trends

Dow Jones Market TrendsDow Jones graph YTD Aug 2008 vs Feb 2010

Source : Les echos.fr

10997,3504/09/2010

Dollar vs. Euro 2010 Market Trends

2. U.S. Travelers to Europe

Outbound visitation U.S. travelers to Europe

REGIONS 2009 in millions 2008 /2009

Europe 11,929,977 -4%Caribbean 5,515,526 -2.1%

Asia 5,265,778 -4%

South America 2,566,726 1,2%

Central America 2,524,852 -1.6%

Oceania 784,025 2.6%

Middle East 1,204,885 41.4%

Africa 397,204 25.2%

Total Overseas 30188973 -1.3%Mexico 5,249,810 -10.5%

Canada 3,280,508 -8.6%

Grand Total 38719291 -3.3%

Volume of U.S. travel to Europe

Volume of travel to Europe by U.S. citizensU.S. travelers to Europe

Leisure

► Average age : women 44; men 46

► Average household income : $115,500

► Leisure : 36% of the total amount of travels

► More mono destination

► Decrease in of first timers, 6%

► Looking for deals/ Experience (responsible tourism)

► No branding fidelity.

U.S. travelers to Europe

U.S. visitors market share by regions

34.1 %

18.5%

17.2%

8.9%

8.8%

4.7%3.5%


Spending U.S. travelers to Europe

Online booking trends U.S. travelers to Europe

U.S. business travelers

► Cut in business travel and less spending.

► Companies policy :

• Less travels• Find out alternatives• Seeking deals• No pain gain


3. U.S OG Marketing

Marketing Campaign

• Continue to highlight the strong value of Europe

• Drive the US consumer to visit now

2010 Marketing Key goals

2010 Campaign Strategy

• With the success of last year’s co-op campaign, ETC has built on these relationships for the 2010 campaign, which will focus on online highlighting the value of Europe and drive traffic to visiteurope.com

• Partner with Air France and Leading Hotels of the World, as well as Willoughby’s for our camera partner

• Develop a “You & Europe Photo Contest” to drive traffic and build the ETC and partners’ e-mail databases

• The current media budget is envisaged as follows: – Air France

$200,000 – Leading Hotels of the World $50,000– ETC $200,000

– Total media budget $450,000

2010 Campaign Media Budget

2010 Media

• The plan is broken down by:– 61% Banners

(run-of-network cost per click, New York Times home page, New York Times travel section)

– 22% Emails(New York Times Great Getaways, Sherman’s Travel E-Bulletin)

– 17% Paid Search

2010 Creative Strategy

• Continue the “You & Europe” campaign for the current year

• Focus the campaign on value especially with the lowest fares on Air France, and to encourage the viewer to visit now

Visuals

2010 Creative – Landing Page

2010 Creative – Online Banners



2010 Marketing Programs – Online Consumer Newsletter

2010 Marketing Programs – Online Consumer Newsletter

In the last 12 months (May 2009-April 2010):

•30 countries participating

•Average number of countries per issue: 18.25

2010 TransAtlantic Conference

Defining the New Normal, February 25, 2010

2010 TransAtlantic Conference – Invitation

2010 TransAtlantic Conference – Program

2010 TransAtlantic Conference – Event Photos

2010 TransAtlantic Conference – Press Results






2010 TransAtlantic Conference – Survey Results




Public Relation 2010

2010 Public Relations: Key points

• Since deals will continue to drive travel in 2010, main pitching theme will be the value of Europe

• Major Europe stories appearing in New York Times, Chicago Tribune, Miami Herald with ETC input

• Arranged interview for chairman with New York Times, developed talking points

• Distributed calendar of European events to major outlets

• Developed Trend Cards for distribution at Transatlantic Conference and to dedicated mailing list of 400 editors

2010 Press Releases

• “In Search of ‘New Normal,’ ETC Invites Thought Leaders to Address Transatlantic Conference”

• “Transatlantic Conference sees ‘Business as Unusual’ in Year Ahead”

• “Air France and the ETC Renew Partnership Promoting Travel to Europe”

Quarterly ETC Bulletin

• Designed to give media story ideas in advance of travel seasons

• First quarter topic: Top 10 Free and Inexpensive Things to do in Europe this Summer

• Remaining Topics for 2010:o Savvy Ways to Stretch Travel Budgets in Europeo Winter Breaks in Europeo Looking Forward to 2011

Quarterly ETC Bulletin

Trend Cards

2010 Visit Europe Magazine

Spring issue delivered on Apr 11

• The New York Times• Los Angeles Times• Chicago Tributes

2010 Transatlantic Newsletter

►Monthly E-newsletter on the US market produced by Donald Martin.

►Free for the ETC NTO’s and their selected partners (including names given by NTOs).

►Opportunity for ETC US OG and ETC NTO’s to place articles.

Press

Media Coverage Highlights



2010 VEMEX

• In 2009 was held in:• New York• Miami • San Francisco

• In 2010:• New York• Miami • Toronto

4. Budget

ETC US OG BUDGET 2010

ACTIVITIES BUDGET $

PUBLIC RELATIONS

SUB TOTAL PR 76000

EVENT

SUB TOTAL EVENT 64,000

PRESS

SUB TOTAL PRESS 22,000

PUBLICATION

SUB TOTAL PUBLICATION 58000

YOU & EUROPE CAMPAIGN VLOG

SUB TOTAL CAMPAIGN 233,533

OVERHEAD / LOCAL ADMINISTRATION

SUB TOTAL ADMINISTRATION 26,000

TOTAL $ SPENDING 479,533

2009 1€ = $ 1.25 ; 2010 1 € = 1.35 $ BUDGET BRUSSELS (€) 320,000

BUDGET BRUSSELS ($) 432,000

CARRY OUT N-1 47,533

TOTAL 479,533

4/14/2010Revenue Expenses

ETC USA OG / BUDGET 09 ETC (voted) Partners Total Budget Paid (04/14/2010) Commited No-commited

ACTIVITIES $

PUBLIC RELATIONS

PR Core Program Activities 66,000.00 0.00 66,000.00 19,500.00 46,500.00 0.00

PR Expenses 10,000.00 0.00 10,000.00 10,000.00 0.00

EVENT

Ttransatlantic conference 49,000.00 0.00 49,000.00 39,154.92 0.00 9,845.08

Webminar 15,000.00 0.00 15,000.00 0.00 0.00 15,000.00

Culrural event 0.00 0.00 0.00 0.00 0.00 0.00

PR Media lunches and medias tours 0.00 0.00 0.00 0.00 0.00 0.00

Vemex 0.00 0.00 0.00 0.00 0.00 0.00

PRESS

Quarterly ETC Bulletin 10,000.00 0.00 10,000.00 2,500.00 7,500.00 0.00

09 Trend Cards 12,000.00 0.00 12,000.00 12,000.00 0.00 0.00

Value Europe Regional Mediatours 0.00 0.00 0.00 0.00 0.00 0.00

PUBLICATION

Visit Europe Supplement (Spring & Fall) 0.00 0.00 0.00 0.00 0.00 0.00

Consumer Monthly News Letter 18,000.00 0.00 18,000.00 5,400.00 12,600.00 0.00

Bulletin Transatlantic Europe 40,000.00 0.00 40,000.00 20,000.00 20,000.00 0.00

2010 Bridal Guide 0.00 0.00 0.00 0.00 0.00 0.00

YOU & EUROPE CAMPAIGN VLOG

Campaign 233,533.00 200,000.00 433,533.00 19,500.00 414,033.00 0.00

Vlog 0.00 0.00 0.00 0.00 0.00


Secretariat 12,000.00 0.00 12,000.00 6,000.00 6,000.00

Office Expenses 14,000.00 0.00 14,000.00 1,500.00 9,000.00 3,500.00

BUDGET TOTAL $ 479,533.00 200,000.00 679,533.00 119,554.92 525,633.00 34,345.08

ETC US OG BUDGET 2010 2009

ACTIVITIES BUDGET $ BUDGET $

PUBLIC RELATIONS

PR Core Program Activities ( incl.News releases) 66,000 66,000

PR Expenses (incl.clipping) 10,000 6,000

SUB TOTAL PR 76000 72,000

EVENT

Major Event / Transatlantic conference 49,000 48,000

Webminar 15,000 0

Cultural event 0 0

PR Media lunches and media tours 0 0

VEMEX 0 0

SUB TOTAL EVENT 64,000 48,000

PRESS 2010 2009

Quarterly ETC Bulletin 10,000 10,000

Trend Cards 12,000 8,000

Value Europe Regional Mediatours ( NTO Directors) 0 0

SUB TOTAL PRESS 22,000 18,000

PUBLICATION

Visit Europe Supplement ( Spring & Fall ) 0 0

Consumer Monthly News Letter 18,000 18,000

Bulletin Transatlantic Europe 40,000 40,000

2010 Bridal Guide 0 0

SUB TOTAL PUBLICATION 58000 58,000

YOU & EUROPE CAMPAIGN VLOG 2010 2009

Campaign 192,533 173,475

Media Planning 10,000 10,000

Creative Devlpt 31,000 31,000

Vlog 0 0

SUB TOTAL CAMPAIGN 233,533 214,475


Secretariat 12,000 12,000

Office Expenses 14,000 14,000

SUB TOTAL ADMINISTRATION 26,000 26,000

TOTAL $ SPENDING 479,533 436,475

Documents

ETC Brussels slides 4.16.10 final