Visit California MexicoMonthly Activity Report

Visit California MexicoMonthly Activity Report

April, 2012

Visit California Mexico Monthly Activity Report

, 2012

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TABLE OF CONTENTS

1. General Market Overview…………………………..……………….….Page 2

2. Travel industry and key events…….………………………………..Page 5

3. Ongoing Activity……………….…….………………..……………………Page 8

4. Public Relations ……………………………………………………….….Page 13

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GENERAL MARKET OVERVIEW

Mexican Economy Elections in July 2012

Unemployment Rate: 5.05% March 2012

Consumer Price Index: 0.06% March 2012

Monthly Variation (3.73% annual cumulative variation)

GDP Growth: 3.5% March 2012

Source: INEGI/Banco de MEXICO

Current Exchange Rate 1 USD = 12.75 Mexican Pesos (Average rate for April)

Source: Banco de Mexico

Market News

Mexico to Host Inaugural WTTC Americas Summit

April 25, 2012

The Americas Summit of the World Travel & Tourism Council (WTTC) will unite for the first

time travel and tourism leaders from across the Western Hemisphere in Mexico's Riviera

Maya next month.

From May 16 to 18, 2012, key industry identities from the public and private sectors, NGOs

and the media will convene for a unique networking forum. The event will be the first in a

series of WTTC Regional Summits, and will explore commonalities as well as challenges

throughout the travel and tourism industry in the Americas while identifying opportunities

for growth and collaboration.

Speakers will include ministers of tourism from around the world including Secretary Gloria

Guevara of Mexico; U.S. Deputy Secretary of State Thomas Nides; and Taleb Rifai, secretary-

general of the UN World Tourism Organization. Mexico will also host the United Nations

World Tourism Organization's T20 meeting of tourism ministers in Merida, Yucatan, Mexico,

from May 15 to 16.

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AirTran to launch Orange County's first Mexico service April 18, 2012

http://www.travelweekly.com/Travel-News/Airline-News/AirTran-to-launch-Orange-County-s-first-Mexico-

service/

AirTran will launch once-daily service from John Wayne Airport in Santa Ana, Calif., to Cabo

San Lucas and Mexico City on June 3. It is the airport’s first Mexico service.

“We chose Cabo and Mexico City because we felt we could support those flights due to a good

mix of business and leisure customers,” said Southwest Airlines spokeswoman Ashley Dillon.

AirTran is a Southwest subsidiary.

Mexicana Has New Owner Abr 28, 2012

Although not said the final amount paid for Mexicana Airlines, Mid Atlantic and is the new

owner of Mexicana Airlines, to materialize today the transfer of shares Aeronautical Group

New (NGA).

The judge president of the airline’s bankruptcy, Philip Comfort, confirmed this and added that

the terms and conditions of commercial operation were confidential as agreed by the parties

involved.

He added that next Monday will begin negotiations with two of Mexico’s major creditors, ie

Bancomex and Banorte. It also will focus on obtaining from the Ministry of Communications

and Transportation (SCT) the air operator certificate.

TRAVEL INDUSTRY

POW WOW- Los Angeles

Visit California Mexico team has actively participated at Pow Wow and attended more than 30

meetings with tour operators and media representatives interested in working with Visit

California in Mexico and the region, promoting the State’s products and marketing tools in

increase awareness and sales to the destination.

It was a good opportunity to analyze and develop new strategies with travel trade, as well as

to meet with local partner and engage them in the Mexican market.

Metropolitana Breakfast Presentation

We had the opportunity to be the sponsors for a Breakfast Presentation at Metropolitana

Travel Agencies Association where Mr. Alex Pace presented the new initiatives of Visit

California in the market, such as the California

Portal, etc.

The event registered high attendance with more than 80 managers from leading tour

operators and travel agencies in Mexico City.

TRAVEL INDUSTRY AND KEY EVENTS

Los Angeles

team has actively participated at Pow Wow and attended more than 30

meetings with tour operators and media representatives interested in working with Visit

California in Mexico and the region, promoting the State’s products and marketing tools in

awareness and sales to the destination.

It was a good opportunity to analyze and develop new strategies with travel trade, as well as

to meet with local partner and engage them in the Mexican market.

Metropolitana Breakfast Presentation

opportunity to be the sponsors for a Breakfast Presentation at Metropolitana

Travel Agencies Association where Mr. Alex Pace presented the new initiatives of Visit

California in the market, such as the California – Mexico Advisory Committee, the Travel Tr

The event registered high attendance with more than 80 managers from leading tour

operators and travel agencies in Mexico City.

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AND KEY EVENTS

team has actively participated at Pow Wow and attended more than 30

meetings with tour operators and media representatives interested in working with Visit

California in Mexico and the region, promoting the State’s products and marketing tools in

It was a good opportunity to analyze and develop new strategies with travel trade, as well as

opportunity to be the sponsors for a Breakfast Presentation at Metropolitana

Travel Agencies Association where Mr. Alex Pace presented the new initiatives of Visit

Mexico Advisory Committee, the Travel Trade

The event registered high attendance with more than 80 managers from leading tour

California giveaways were handed to all attendees.

Alaska Airlines Breakfast

Alaska Airlines is one of the main airlines that connects Mexico to California and

especially with Los Angeles International Airport, being a very attractive option for

the consumer in terms of frequencies and low fares.

Visit California was the only partner invited by Alaska Airlines to the breakfast

presentation organized for Consolid, a key tour operator in Mexico City, in order to

promote California as a top destination for the Mexican market.

More than 70 travel agents participated at the event and were trained in our product

and motivated to register to the OTP and promote the destination to the consumer.

s were handed to all attendees.

Breakfast

is one of the main airlines that connects Mexico to California and

s Angeles International Airport, being a very attractive option for

the consumer in terms of frequencies and low fares.

Visit California was the only partner invited by Alaska Airlines to the breakfast

presentation organized for Consolid, a key tour operator in Mexico City, in order to

promote California as a top destination for the Mexican market.

ts participated at the event and were trained in our product

and motivated to register to the OTP and promote the destination to the consumer.

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is one of the main airlines that connects Mexico to California and

s Angeles International Airport, being a very attractive option for

Visit California was the only partner invited by Alaska Airlines to the breakfast

presentation organized for Consolid, a key tour operator in Mexico City, in order to

ts participated at the event and were trained in our product

and motivated to register to the OTP and promote the destination to the consumer.

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ONGOING ACTIVITY

California Spokesperson Project Visit California Mexico works in coordination with our Country Director and Mering

Carson on developing the final steps of the Spokesperson project: itinerary and

logistics for the photo and video shooting to take place in California between May 21-

26, 2012, project outline, themes and scripts, deliverables, budget, etc.

Once TV Media FAM to Southern California

Visit California Mexico is organizing an individual media FAM to Southern California

for Once TV Mexico from May 6th to May 10th, 2012.

Once 11 outstands for its rich, high quality and diverse programming with the clear

objective of satisfying audience’s needs in terms of entertainment, content and

quality. As an entertainment section, “D´Todo” program has more than 10 years on the

air and offers daily an extended programming on different themes and destinations

around the world. The program is broadcasted from Monday through Friday in

premium schedule from 7:15 p.m. to 7:45 p.m. “D´Todo" is the second program with

greater audience in Canal11 and counts with 2 points rating.

Draft itinerary: Southern California

May 6th : Los Angeles

May 7th : Santa Monica

May 8th: Santa Monica and Palm Springs

May 9th: Palm Springs

May 10th: Los Angeles. End of tour.

CMAC Trade FAM to Northern California

Visit California Mexico is organizing a trade FAM to Northern California for the CMAC

Product Managers from June 3rd to 7th, 2012.

CMAC Participants:

• Koch Overseas

• American Expres

• Corporate Travel

• Vimsa Tours

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• Latin Holdings

• Viajes Olin

• Profesionales en Convenciones

We are working on the final itinerary, as well as confirmation of our participants.

Draft itinerary: Northern California

June 3rd – Arrival to San Francisco; Tour and overnight

June 4th – SF am activities; depart to Sonoma; overnight in Sonoma

June 5th - Sonoma am activities; depart to Napa Valley and overnight in Napa

June 6th – Napa Valley all day; overnight in Napa

June 7th – Return to Mexico

California Online Training Program

Visit California continues the certification of travel agents in Mexico City with

scheduled training sessions with tour operators and travel agencies and also emailing

campaigns to travel agencies countrywide.

Total users in April 326

New users in April 17

Number of users active 45

Number of users completed(all courses) 87

April Training Sessions in Mexico City

Total trained travel agents:

• Alaska: 70

• EVC: 25

Emailing campaigns for OTP:

Total emails sent: 7,662

Opened: 39%

Clicked Through: 12%

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April Sales Calls

• Profesionales en Convenciones

• Viajes Olin

• Koch Overseas

• Corporate Travel Services

• Latin Holdings

• American Express

• Vimsa Tours

Visitors Guide Fulfillment April:

• Travel Agents: 90

• Events: 175

• Consumer: 0

Total: 265

Ipad Application

Emailing campaigns for the Ipad Application:

Consumer

Date Sent: 04/11/12

Total emails sent: 3,971

Opened: 43.1%

Clicked Through: 12%

Date Sent: 04/25/12

Total emails sent: 3,971

Opened: 39.4%

Clicked Through: 7.5%

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Travel Trade Portal Promotion

Date Sent: 04/11/12

Total emails sent: 1,434

Opened: 84%

Clicked Through: 12%

Date Sent: 04/25/12

Total emails sent: 226

Opened: 39.4%

Clicked Through: 7.5%

Webpage Traffic Report/ www.visitacalifornia.com.mx Concept January February March April

Unique visitors 424 1,351 1,800 1,539

Unique sessions 313 1,208 1,568 1,415

Page views 2,212 4,240 6,507 5,245

Avg page views 5.22 3.14 4 3.41

Avg time (min:sec) 04:50 02:33 03:16 03:02

Bounce rate 37.5% 41.5% 41.3% 90.3%

Traffic sources

Search 76.02%

Direct 9.94%

Total referrals 13.78%

Webpage Traffic Report / traveltrade.visitacalifornia.com.mx

Concept February March April

Unique visitors 173 143 110

Unique sessions 113 115 84

Page views 523 376 269

Avg page views 3.02 2.63 2.45

Avg time (min:sec) 05:42 02:01 03:08

Bounce rate 41.6% 60.8% 70.0%

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PR ACTIVITIES

Media Activity & Results

• Press Releases

• Outreach to Visit California Partners for stories and articles

• Follow-up contact with individual journalists on a bi-weekly basis

• Bi-weekly information delivery to press including monthly What’s New and

press release distribution on a fixed schedule

• Clipping Gallery for April

• Media Value Report for April

Media Value updated at April 2012

Fiscal Year July 10 – June 11 Fiscal Year July 11 - June 12

Month Value USD Circulation Value USD Circulation

July 41,976 424,000 109,312.00 25,270,329

August 586,499 11,525,000 57,161.00 1,195,747

September 20,847 58,000 94,156.00 44,749,885

October 90,612 388,000 134,442.50 2,763,196

November 28,571 378,500 124,057.94 6,036,495

December 31,684 215,000 48,838.62 8,278,945

January 71,550 770,740 141,904.50 5,304,807

February 78,783 12,830,000 299,506.40 4,519,509

March 124,640 49,685,564 336,371.60 44,468,273

April 215,416 36,153,754 179,154.40 12,254,584

May 107,781 1,565,668

June 84,335 14,915,499

TOTAL 1,482,694 128,909,725 1,524,905 154,841,770

Phone/Email Leads and Inquiries for February – Media

1. Fabiola de la Fuente - Food & Travel

2. Mark Gultt (Glamour)

3. Valerio Negril (Travel & Leisure)

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What´s New April, 2012