ESTOTIA

Information about ESTOTIA

Published on March 16, 2008

Author: Renato

Source: authorstream.com

Content

DiscoverAmerica.com The Official Travel & Tourism Website of the United States :  DiscoverAmerica.com The Official Travel & Tourism Website of the United States ESTO Meeting August 16, 2007 Overview of Cooperative Agreement:  Overview of Cooperative Agreement Feb ‘07 - TIA & the Department of Commerce entered into a 2-year $3.9M cooperative agreement to develop and market destination marketing websites for the U.S. Markets UK, Japan, Canada, Mexico and Germany Objectives: Increase travel to the U.S. Reinforce a favorable image of the U.S. Self funded by 2009 Partners:  Partners Development Partners Department of Commerce DA.com Advisory Council States & Destinations Tribal DDB Blue Canopy American Express, Yahoo, Fodor’s and Travelocity In process Marketing and advertising agencies Sponsors and additional strategic partners Source & Use of Funds (in 000’s):  Source & Use of Funds (in 000’s) Balanced Approach:  Balanced Approach Industry Department of Commerce Customer Department of Commerce:  Department of Commerce Cooperative Objectives Increase market share Positive image of US Requirements 25% match Self sustaining Design, functional and content requirements Customer – Research Sources:  Customer – Research Sources DoC, TIA and Tribal DDB in-country developers In-market experts (i.e. Stats Canada, JTM) Research leaders (i.e. Forrester Research) Industry subject matter experts/extensive interviews Online travel articles Industry:  Industry Content - free versus pay to play Site traffic Advertising “rules” Metrics/reporting Channel Slide9:  Guiding Principles Customer driven Quality appropriate for “brand USA” Broad industry benefit Within budget and time limitations Sustainable marketing platform Unbiased as to destinations or channel Expandable - additional content/destination Slide10:  Content Strategy - Challenges Volume of content Time to launch Critical mass of relevant content at launch Budget / Cost of translation Cost per word (before negotiation) ranges from 21 to 28 cents depending on vendor and language. Total pages estimated for all sites = 15,000 Estimated cost of $270K for 4 languages (budget $120K). Slide11:  Content Strategy – Phase I (Launch) 50 States and 6 Territories (content received from 49) Top Customer Preferred Destinations (content received from 1/3) Destinations determined based on the following criteria: Most visited destinations by market Available from Fodor’s Added gateway cities Added more cities for English sites Destination count by market Germany, Mexico, Canada (Fr.) and Japan: Top 20 to 25 UK: Top 40 Canada (English): Top 40 + all other Slide12:  Content Strategy Phase I Continued… Only “core content” will be included at launch. Contact information for official offices and URL(s) to be displayed on the “Overview” page for states, territories and destinations (no cost). All TIA members to receive a link on the Official Links page at no cost with a reciprocal link to DiscoverAmerica.com Content Strategy – Phase II:  Content Strategy – Phase II Additional destinations added in Phase II scheduled for April through June TIA member DMO organizations will be added at cost Initial estimate of $1,250 to $1,500 for English sites and $2,500 to $3,000 for translated sites (Subject to change). Non-member DMOs will be added on a fee basis “Expanded content” can also be added for a fee (more to come). Annual support of $300 to $500 per market. Slide14:  Overview of Site Content & Functionality Travel Planning About the U.S. Regions, states, territories, top destinations Activities and Attractions User generated photos and reviews Maps Travel Booking Lead generation for travel agents Deals & Packages Online booking engine Practical Information Visa and Passport Policy Trip Planning Tools (Weather, Currency, etc.) Entry/Exit Procedure Discover America Branding:  Discover America Branding Primary messages: “Official Travel and Tourism Website of the United States” Diversity Secondary messages: Friendly and welcoming Value Freedom Quality (“Best in class” product offering) Beauty Slide16:  Timeline Design (through 8/07) Development/testing (through 3/08) Launch and marketing (3/08) Add phase II content (4/08 to 6/08) Next Development Phase - Emerging markets Appendix:  Appendix Slide18:  Appendix Content Strategy - Definitions Core Content = State or city overview Limited travel articles, itineraries, brochures, rich media Limited attractions and activities Restaurant and shopping listings Expanded Content = Expanded state/city overviews Additional articles, itineraries, brochures, rich media Additional and/or expanded attraction and activity descriptions Expanded restaurant and shopping listings Slide19:  Appendix Content Pricing Matrix Home Page (UK):  Home Page (UK) Home Page (UK):  Home Page (UK) Home Page (UK):  Home Page (UK)

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