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
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