Napa Valley Destination Council Fiscal 2012 Plan ......• Keyword Research • SEO Copywriting • Increase Consumer Engagement • Build Consumer Database • Improve User Experience

Angelica de Vere VP Direct-to-Consumer Marketing

Calistoga | St. Helena | Rutherford | Oakville | Yountville Napa | Lake Berryessa | American Canyon

LegendaryNapaValley.com

Napa Valley Destination Council

Fiscal 2012 Plan & Opportunities Direct-to-Consumer Marketing

Website Re-design Project

•  Increase traffic

•  Keyword Research •  SEO Copywriting

•  Increase Consumer Engagement

•  Build Consumer Database •  Improve User Experience – increase “stickiness” •  Brand Equity

•  Drive Sales •  Improve analytics capability

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Email Marketing Campaigns

Consumer and Partner Communications Regular email communications to increase consumer engagement and build brand equity and sales •  Auto-Trigger emails

Thank you for visiting the Legendary Napa Valley…

Welcome Back to the Legendary Napa Valley!

Restaurant Month in Napa Valley…

Consumer Communications

Areas of Focus: •  Lifestyle Content •  Upcoming Events •  Links to our Partner Sites •  Online Booking Engines •  Special Offers and Promotions •  Increase traffic to partner sites •  Promotional offers

Consumer Communications -- Key Opportunities:

•  9000+ Consumer List •  Increase data collection focus at all

consumer touch-points •  Online •  Mobile •  Welcome Center •  Partner list share

•  Segment & Geo-target •  Increase mid-week and off-peak

occupancy

Guest Services/Visitor Welcome Center

Welcome Center YTD •  Days open: 85 •  Visitor Count : 36,411

Lodging Desk Stats:

•  Room Nights: 532 •  Revenue: $81,748 •  Average $ per booking: $153.66

Activities:

•  Bookings: 38 •  Revenue: $8,945

Retail Revenue: $30,100

Partnership Opportunities FY12

Integrated Online Reservations booking engine on LegendaryNapaValley.com & VisitMobile

•  Lodging, Air, Wineries, Activities, Auto Rental •  Bundled packages, attractions, activities •  Multi-day itineraries •  Email Marketing Blasts •  Deals Wizards •  Extended Stay Specials •  Last Minute Deals

Partnership Opportunities FY12

Leveraging the Welcome Center to Increase Sales & Visibility

•  Proactive communication about rates and room availability

•  Familiarization visits for the Volunteers •  VinoVisit Participation for Winery Reservations