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Busa travelocity training 4.3.2013
Global Marketing Partner
to the Travel Industry
• Promote the United States as a premier
  travel destination
• Established by the Travel Promotion Act
• Partner investments matched         with
  ESTA funds (Electronic System for Travel
  Authorization) required by Visa Waiver
  Program (not taxpayer dollars)
Roles in the Travel Industry



                                       TRAVEL
     PROMOTE                                                        ADVOCATE
                                         &
 Lead the Nation’s                   TOURISM                       Advocate for policies
  global marketing effort                                            to remove travel
                                      INDUSTRY                       barriers
 Communicate US entry
  and security processes                                            Communicate benefits
                                                                     of Travel to
 Create a welcoming                   ADVISE                        policymakers
  experience for
  International tourists                                            Provide industry
                                                                     networking
                                                                     opportunities


                           Advise the Secretary of Commerce on
                            Issues Affecting the Travel Industry
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 or            funds received              $100M+ could be
                                    from ESTA                 invested in direct
            in-kind                                              Brand USA
        contribution                   funds
                                  ($2 received thru           marketing to the
                                        9/12)                       USA




   •   Advertising
   •   Sponsorships           Funded by $14 fee paid to     The marketing fund
   •   Co-op Marketing        ESTA by travelers from 36   created by the ESTA fee
   •   Licensing                visa waiver countries       is capped at $100M
   •   Publications                                               annually
   •   Joint Media Buys
                                  * 2:1 match through
                                  September 30, 2012
   •   Trade Shows
To Seize the Moment
  • Global travel is booming – expected to double to
    $2.1 trillion by 2020
  • Arrivals to the United States expected to increase
    36% from 59.7 million travelers in 2010 to
    81 million travelers in 2016
  • Equates to an additional $88 billion in revenues
    and 629,000 jobs


            33 TRAVELERS
Consumer Advertising Market Launches
                                       South Korea
Current    Australia
                                       Sept 2013
Markets:   Dec 2013
Canada                                 Germany
           Brazil
                                       Nov-Dec 2013
Japan      Jun & Sept 2013
UK                                     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 2013

                                                                  6
Brand USA Media Planning Overview

Brand USA will match advertisers cash investment           1:1
Travelocity will match Brand USA’s cash investment         2:1 (In-kind Contribution


Example:
                                                                     This media will run on the
Advertiser cash investment                                 $20,000   international site for the
                                                                     advertiser

Brand USA matches this with 1:1 cash investment            $20,000
                                                                     This media will be solely
Travelocity matches Brand USA 2:1 (In-kind Contribution)   $40,000   dedicated to Brand USA
Advertiser Requirements


1. Must include the Brand USA logo in ad media
2. Must include the Brand USA logo on landing page
3. Must only be promoting on International POS (no domestic!)
4. Must be a US Travel Supplier, US Travel Seller, US Destination
5. 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
Requirements
Advertiser Media Rules
1.   Media must run on International sites to drive US inbound travel
2.   Advertiser ads must include Brand USA logo
3.   Advertiser landing page must include Brand USA logo
4.   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 BUY

Brand USA In-Kind Media Rules (NOT TO BE COMMUNICATED TO
ADVERTISER)
1. Ads for Brand USA/Discover America must be 100% SOV for DiscoverAmerica
2. Ads can link to Brand USA/Discover America landing page
3. 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 coop
4. 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
Process Workflow
Contract Submission

Please submit IO’s to: contracts@thebrandusa.com copy Guy Miller
guy.miller@travelocity.com

IO’s must include the line items:
• Brand USA Investment
• Advertiser Investment
• Travelocity In-Kind Contribution to Brand USA (reflecting the 2:1)
• IO’s must be signed by advertiser and BRAND USA.

In-Kind Submission Form
We are responsible for submitting a monthly In-Kind Submission Form. This
form must include:
The name of each Brand USA Advertiser, IO#, Impressions, CPM, Value of
each media drop. I will be asking you all to provide detail for this so I can
submit a single report for the whole company.
Billing Information
Payment
ALL invoices to Brand USA must be sent with proof of performance to
accountspayable@thebrandusa.com

 LOA Partners: Full Amount
• Advertiser Name: Brand USA/xxx Advertiser COOP
• Billing: 1725 Eye Street, 8th Floor Washington, DC 20006
• Send via email: accountspayable@thebrandusa.com

Non-LOA Partners:
• Bill 50% of Cost to Brand USA *as listed above
• Bill 50% Direct to Advertiser (separate IO)

Invoices
Brand USA now requires "proof of performance" in order to pay each invoice
received from publishers. Please send final creative of all Brand USA co-op
advertising and delivery report, with each invoice sent to the Accounts Payable
address.
LOA Partners?

 What is an LOA partner?
 An LOA partner is US Travel Industry Member or US Travel
  Seller that has contributed cash to Brand USA to use towards
  International Marketing Initiatives.
 To find out if you are selling to an LOA partner, please email
  contracts@thebrandusa.com before putting together your IO
  so you know how to create the IO (one IO with 100% billing to
  Brand USA) or for NON-LOA (two IO’s – one direct to advertiser
  and one for Brand USA). In-Kind media allocation will be listed
  for NON-LOA customers on the Brand USA IO showing a 2:1 In-
  Kind match on the Brand USA investment.
Reporting provided at corporate level
  Reporting 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 + BUSA                          Prior Year Total Passengers (air + hotel + vacation)
  # Co-op Clicks - Advertiser + BUSA                               YOY Total Passengers Change (air + hotel + vacation)
  CTR Co-op Impressions - Advertiser + BUSA                        Total Bookings (air + hotel + vacation)
  Total Co-op Spend - Advertiser + BUSA                            Prior Year Total Bookings (air + hotel + vacation)
  CPC Co-op - Advertiser + BUSA                                    YOY Total Bookings Change (air + hotel + vacation)
  In-Kind Impressions - Advertiser + BUSA                          Total Revenue (air + hotel + vacation)
  In-Kind Impressions - BUSA only                                  Prior Year Total Revenue (air + hotel + vacation)
  In-Kind Clicks - BUSA only                                       YOY Total Revenue Change (air + hotel + vacation)
  CTR In-Kind BUSA only Impressions                                Average # of People Traveling Per Booking
  Total In-Kind Cash Value - BUSA only                             Average LOS
  CPC In-Kind BUSA only                                            Booking Window Air
  # Paid BUSA Impressions (non-co-op)                              Booking Window Hotel
  # Paid BUSA Clicks (non-co-op)                                   Booking Window Vacation Package
  CTR Paid BUSA Impressions (non-co-op)                            Look to Book Window
  Total Spend Paid BUSA (non-co-op)                                Market Share of Total International Bookings
  CPC Paid BUSA (non-co-op)                                        Prior Year Market Share of Total International Bookings
  BUSA Landing Page Traffic
  Time on Landing Page                                             Ad Reporting:
  Cost Per Visit ($ invested Brand / # of visits)                  Coop Ad Delivery Report
  Post Impression Activity Data to DA.com                          In-Kind Ad Delivery Report
  # number of US Content searches
  % Change YOY of US Content Searches                              Production Reporting:
                                                                   Booking, Passenger, Revenue, Length of Stay, Booking Window Per Product
                                                                   Type (air, hotel, package)– Per Point of Sale with YOY Measurements / Change.
Due dates for Travelocity for reporting on overall
coop participation and production

                                                 OTAs Complete Raw Data incl.
         Report Month                         Ad Performance AND Revenue Results
                                      DUE 2ND WEDNESDAY OF FOLLOWING REPORTING MONTH




                      January 2013                      Feb 13 2013
                     February 2013                      Mar 13 2013
                       March 2013                       Apr 10 2013
                         April 2013                     May 8 2013
                         May 2013                       Jun 12 2013
                         June 2013                       Jul 10 2013
                          July 2013                     Aug 14 2013
                       August 2013                      Sep 11 2013
                   September 2013                        Oct 9 2013
                     October 2013                       Nov 13 2013
                   November 2013                        Dec 11 2013
                   December 2013                         Jan 8 2014

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Busa travelocity training 4.3.2013

  • 2. Global Marketing Partner to the Travel Industry • Promote the United States as a premier travel destination • Established by the Travel Promotion Act • Partner investments matched with ESTA funds (Electronic System for Travel Authorization) required by Visa Waiver Program (not taxpayer dollars)
  • 3. Roles in the Travel Industry TRAVEL PROMOTE ADVOCATE &  Lead the Nation’s TOURISM  Advocate for policies global marketing effort to remove travel INDUSTRY barriers  Communicate US entry and security processes  Communicate benefits of Travel to  Create a welcoming ADVISE policymakers experience for International tourists  Provide industry networking opportunities Advise the Secretary of Commerce on Issues Affecting the Travel Industry
  • 4. 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 or funds received $100M+ could be from ESTA invested in direct in-kind Brand USA contribution funds ($2 received thru marketing to the 9/12) USA • Advertising • Sponsorships Funded by $14 fee paid to The marketing fund • Co-op Marketing ESTA by travelers from 36 created by the ESTA fee • Licensing visa waiver countries is capped at $100M • Publications annually • Joint Media Buys * 2:1 match through September 30, 2012 • Trade Shows
  • 5. To Seize the Moment • Global travel is booming – expected to double to $2.1 trillion by 2020 • Arrivals to the United States expected to increase 36% from 59.7 million travelers in 2010 to 81 million travelers in 2016 • Equates to an additional $88 billion in revenues and 629,000 jobs 33 TRAVELERS
  • 6. Consumer Advertising Market Launches South Korea Current Australia Sept 2013 Markets: Dec 2013 Canada Germany Brazil Nov-Dec 2013 Japan Jun & Sept 2013 UK 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 2013 6
  • 7. Brand USA Media Planning Overview Brand USA will match advertisers cash investment 1:1 Travelocity will match Brand USA’s cash investment 2:1 (In-kind Contribution Example: This media will run on the Advertiser cash investment $20,000 international site for the advertiser Brand USA matches this with 1:1 cash investment $20,000 This media will be solely Travelocity matches Brand USA 2:1 (In-kind Contribution) $40,000 dedicated to Brand USA
  • 8. Advertiser Requirements 1. Must include the Brand USA logo in ad media 2. Must include the Brand USA logo on landing page 3. Must only be promoting on International POS (no domestic!) 4. Must be a US Travel Supplier, US Travel Seller, US Destination 5. 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
  • 9. Requirements Advertiser Media Rules 1. Media must run on International sites to drive US inbound travel 2. Advertiser ads must include Brand USA logo 3. Advertiser landing page must include Brand USA logo 4. 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 BUY Brand USA In-Kind Media Rules (NOT TO BE COMMUNICATED TO ADVERTISER) 1. Ads for Brand USA/Discover America must be 100% SOV for DiscoverAmerica 2. Ads can link to Brand USA/Discover America landing page 3. 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 coop 4. 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
  • 10. Process Workflow Contract Submission Please submit IO’s to: contracts@thebrandusa.com copy Guy Miller guy.miller@travelocity.com IO’s must include the line items: • Brand USA Investment • Advertiser Investment • Travelocity In-Kind Contribution to Brand USA (reflecting the 2:1) • IO’s must be signed by advertiser and BRAND USA. In-Kind Submission Form We are responsible for submitting a monthly In-Kind Submission Form. This form must include: The name of each Brand USA Advertiser, IO#, Impressions, CPM, Value of each media drop. I will be asking you all to provide detail for this so I can submit a single report for the whole company.
  • 11. Billing Information Payment ALL invoices to Brand USA must be sent with proof of performance to accountspayable@thebrandusa.com LOA Partners: Full Amount • Advertiser Name: Brand USA/xxx Advertiser COOP • Billing: 1725 Eye Street, 8th Floor Washington, DC 20006 • Send via email: accountspayable@thebrandusa.com Non-LOA Partners: • Bill 50% of Cost to Brand USA *as listed above • Bill 50% Direct to Advertiser (separate IO) Invoices Brand USA now requires "proof of performance" in order to pay each invoice received from publishers. Please send final creative of all Brand USA co-op advertising and delivery report, with each invoice sent to the Accounts Payable address.
  • 12. LOA Partners?  What is an LOA partner?  An LOA partner is US Travel Industry Member or US Travel Seller that has contributed cash to Brand USA to use towards International Marketing Initiatives.  To find out if you are selling to an LOA partner, please email contracts@thebrandusa.com before putting together your IO so you know how to create the IO (one IO with 100% billing to Brand USA) or for NON-LOA (two IO’s – one direct to advertiser and one for Brand USA). In-Kind media allocation will be listed for NON-LOA customers on the Brand USA IO showing a 2:1 In- Kind match on the Brand USA investment.
  • 13. Reporting provided at corporate level Reporting 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 + BUSA Prior Year Total Passengers (air + hotel + vacation) # Co-op Clicks - Advertiser + BUSA YOY Total Passengers Change (air + hotel + vacation) CTR Co-op Impressions - Advertiser + BUSA Total Bookings (air + hotel + vacation) Total Co-op Spend - Advertiser + BUSA Prior Year Total Bookings (air + hotel + vacation) CPC Co-op - Advertiser + BUSA YOY Total Bookings Change (air + hotel + vacation) In-Kind Impressions - Advertiser + BUSA Total Revenue (air + hotel + vacation) In-Kind Impressions - BUSA only Prior Year Total Revenue (air + hotel + vacation) In-Kind Clicks - BUSA only YOY Total Revenue Change (air + hotel + vacation) CTR In-Kind BUSA only Impressions Average # of People Traveling Per Booking Total In-Kind Cash Value - BUSA only Average LOS CPC In-Kind BUSA only Booking Window Air # Paid BUSA Impressions (non-co-op) Booking Window Hotel # Paid BUSA Clicks (non-co-op) Booking Window Vacation Package CTR Paid BUSA Impressions (non-co-op) Look to Book Window Total Spend Paid BUSA (non-co-op) Market Share of Total International Bookings CPC Paid BUSA (non-co-op) Prior Year Market Share of Total International Bookings BUSA Landing Page Traffic Time on Landing Page Ad Reporting: Cost Per Visit ($ invested Brand / # of visits) Coop Ad Delivery Report Post Impression Activity Data to DA.com In-Kind Ad Delivery Report # number of US Content searches % Change YOY of US Content Searches Production Reporting: Booking, Passenger, Revenue, Length of Stay, Booking Window Per Product Type (air, hotel, package)– Per Point of Sale with YOY Measurements / Change.
  • 14. Due dates for Travelocity for reporting on overall coop participation and production OTAs Complete Raw Data incl. Report Month Ad Performance AND Revenue Results DUE 2ND WEDNESDAY OF FOLLOWING REPORTING MONTH January 2013 Feb 13 2013 February 2013 Mar 13 2013 March 2013 Apr 10 2013 April 2013 May 8 2013 May 2013 Jun 12 2013 June 2013 Jul 10 2013 July 2013 Aug 14 2013 August 2013 Sep 11 2013 September 2013 Oct 9 2013 October 2013 Nov 13 2013 November 2013 Dec 11 2013 December 2013 Jan 8 2014

Notes de l'éditeur

  1. Replace with a map that adds countries we launched, next 6 and then the remaining 7