DEVELOPING THE GLOBAL MESSAGE · BRAND USA. Q & A. HEAR THE MUSIC: AUSTIN, TEXAS. Thank you! Like/follow/share VisitTheUSA.com VisitTheUSA ... Summer 2019 campaign includes: •Video

AUGUST 19, 2019

2019 ESTO // AUSTIN, TX

Karyn GruenbergSVP, Partner Marketing &

Strategic Alliances

DEVELOPING THE GLOBAL MESSAGE

MEET THE PANEL

JANE BUCK

VICE PRESIDENT

VISIT DENVER THE CONVENTION &

VISITORS BUREAU

GREG ECKHART

DIRECTOR, GLOBAL SALES

TRAVEL OREGON

TOM GIMBEL

GENERAL MANAGER & PRESIDENT

AUSTIN CITY LIMITS TELEVISION SHOW AND ACL ENTERPRISES, LLC

KARYN GRUENBERGMODERATOR

SVP, PARTNER MARKETING & STRATEGIC ALLIANCES

BRAND USA

Q & A

HEAR THE MUSIC: AUSTIN, TEXAS

Thank you!

Like/follow/share

VisitTheUSA.com

VisitTheUSA

Consumer

www.facebook.com/

Brand-USA-

273382929376616/

TheBrandUSA.com

@BrandUSA

BrandUSA

BrandUSATV

Travel industry

Leveraging IPW 2018 ESTO 2019

IPW 2018 in Denver

➢ Follow-up, Follow-up, Follow-up• Recap video

➢ Tracking/ROI• 31 new companies featuring Denver in travel

packages• 85 articles generated from journalists from 21

countries (not including online media coverage)

Post IPW – Increased Marketing Investment

❖ New Conversations ❖ New Assets❖ New Initiatives

➢ 1:30 promotional video in 9 languages with One Republic soundtrack

➢ :15 and :30 second social media videos

➢ New international Denver brochure (in progress)

➢ Denver-only co-ops with travel companies & airlines

➢ Outdoor City with Urban Adventures branding• 10 Reasons to Visit Denver• Pre/post-ski destination messaging• Leveraging sports teams• Promoting music, food, craft beer IPW 2019 – Anaheim

Slow Food Nations – Turin, Italy

➢ Denver chef Jen Jasinski at Terra Madre – September 2018

➢ Hosted media event/dinner, in collaboration with Slow Food Nations USA, which hosts their annual American event in Denver in July

Train Station Activation – Zurich, Switzerland

➢ Co-op with Denver International Airport (DEN) & Colorado Tourism Office (CTO) to promote nonstop Edelweiss Air service

➢ Beer & yoga consumer activation in Zurich train station

➢ Event promotion via radio, social media, on-site videos, flyers, press release

January 2019

Colorado Rockies Baseball – Monterrey, Mexico

➢ Colorado Rockies pre-season game v. Arizona Diamondbacks

➢ Hosted VIP trade and media event with CTO, DEN and AeroMexico to celebrate 10 years of service to DEN

March 2019

Gregory Alan Isakov Promotion – Australia

➢ Co-op with CTO during artist’s tour in Brisbane, Melbourne & Sydney – March 2019

➢ Media event at Sydney show➢ Prize give-away promotion to see Isakov in

concert at Red Rocks Amphitheatre via: • Radio• Concrete Playground daily eNews• Digital ads• Social media

Knecht Reisen - Switzerland➢ Co-op with CTO to promote nonstop flights on Edelweiss Air:

• Video ads at Zurich Pro Hockey games• Video in Knecht Reisen branch offices• Product catalog feature with new product and two-page editorial

February 2019

Norwegian Air France

➢ Co-op with CTO, VISIT DENVER and Norwegian Air to support non-stop flight to Paris

➢ Summer 2019 campaign includes:

• Video on social media with call to action• OOH in Paris Metro Stations• New Denver landing page

Qingdao Beer Festival – Qingdao, China

➢ Denver booth at Qingdao Beer Festival

➢ Launch of International Beer Festivals Alliance with Qingdao, Munich, Toronto

July 2019

Social Media – China

➢ Contract MTA, LLC to manage Weibo, WeChat Channels

America Unlimited – Germany

➢ Fall 2019 consumer campaign to promote new Denver packages:

• New Denver microsite• Facebook competition to win trip to Denver• Social media ads• Google ads• eNews

Thomas Cook – UK

➢ Co-op with Brand USA to promote online bookings

➢ September 2019 launch includes: • Digital ads• In-store video screens• Social media • New Denver landing page

THANK YOU!

JAPAN OSE CAMPAIGN ACTIVATION

E S TO C O N C U R R E N T PA N E L : D E V E L O P I N G T H E G L O B A L M E S S A G E 08.19.19

JAPAN MARKETHISTORY

OREGON KARA AI’• From Oregon With Love

SHUGAKU RYOKO• Student Travel

TRAVEL TRADE RELATIONSHIPS• JATA Exhibition

EDITORIAL PARTNERS• Globetrotter Guidebook• Paper Sky Magazine• Popeye Magazine• True Portland

DELTA AIR LINES NON-STOP SERVICE

PROJECT BACKGROUND

Global Marketing

Global SalesGlobal

Strategic Partnerships

ACTIVATION PARTNERS

TOUR OPERATORS• Tabi Kobo• H.I.S

ONLINE MEDIA• Travel Ko• Tabi Labo

AIRLINE PARTNER• Delta Air Lines

PRELIMINARY RESULTS

March April May

Travel Ko media buy

Event

Media awareness buy:• Tabi Labo• InterFM• Social media

In-market KOL FamIn store displays and information Tabi Kobo

and H.I.S.

H.I.S Ad BuySocial Media

INSERT VIDEO HERE

POST ACTIVATION

Thank you

587 Episodes

• Now taping 45th Season

• “Longest Running Music Show in Television History.”

739 Artists

• The biggest names in music history.

• Highest quality audio and video.

14,106 Songs

• The biggest hits from superstar artists.

Content Library

National Medal of the Arts

• The only television show ever awarded the National Medal of the Arts. (2003)

Peabody Award

• Austin City Limits received the prestigious Peabody Award for “Institutional Excellence.” (2011)

Certified Rock and Roll Hall of Fame Landmark

• Austin City Limits has been designated an official Rock and Roll Hall of Fame Landmark. (2010)

Awards & Recognition

Content Licensing