france report june 2013 - California Tourism Industry Site

FRANCE
REPORT JUNE 2013
1
TABLE OF CONTENT
Market news
3
Economic situation in June in France (www.insee.fr)
French Tourism Market News
Competitors Destinations
Airlines
3
3
6
7
TRAVEL TRADE AND GENERAL MANAGEMENT
9
Fam Trips (Past)
Workshops and Trainings
EURO-DOLLAR EXCHANGE RATE
9
24
24
COMMUNICATION & PR
25
June Actions
Summary of articles
COMMUNICATION AND MEASUREMENTS JUNE 2013
TOTAL ACTIVITIES SUMMARY JUNE
25
29
30
30
TECHNOLOGY SUMMARY
32
Fulfilment Requests
32
TO COME IN, AUGUST, SEPTEMBER
44
Appendix 1: Visit California and Birchbox operation
44
2
Market news
Key figures (www.insee.fr)







Population: 65 059 000 on January 1, 2013
Economic growth: -0.2% at 1st quarter 2013
Inflation: +0.8% on May 2013
Unemployment: 10.8% at 1st quarter 2013
Private consumption: +0.5% on May 2013
Industrial production: +2.6% on April 2013
Business climate: 86 on June 2013 (ave 100)
Economic situation in June in France
(www.insee.fr)
General economic situation in France: perception of the past decreasing
In June, households’ opinion about the general economic situation in France went
down. The corresponding balance kept decreasing, as it had been doing since January
(–2 points with respect to May), and reached a new historically lowest level.Then, their
opinion about past general economic situation also decreased again by 2 points, thus
reaching its lowest historical value of October 2008.
Future unemployment: expectations still increasing
In June, households were more numerous to forecast an increase in unemployment.
The corresponding balance gaining 2 points with respect to May by reaching its highest
level since June 2009.
Inflation’s appreciation: decreasing again
Compared to April, households were more numerous to estimate that past inflation
will decreased. The balance lost 3 points, that is to say 24 points with respect to
September 2012. However, they were more numerous to consider an increase on future
inflation (+6 points).
In June, households were more numerous than in May to estimate that past inflation
increased. The balance increased by 5 points, after a continuous decline since
September 2012. But, households’ opinion about future inflation remained above its
long-term average.
French Tourism Market News
Growth for the long haul destinations
United States recorded a 11% increase in passenger numbers and 13% by volume of
business in May 2013 compared to May 2012. (La Quotidienne)
3
World tourism growth
WTO announced that tourism is still growing with an increase in terms of revenue by 4%
compared to 2011. Regarding the Americas, we can note a 7% increase. (Le Quotidien
du Tourisme)
Airports
Entry procedures to the USA
As there is an increasing number of tourists in the United States, the country
requires to review and simplify its entry procedures. Since April 30, passengers no
longer have to fill out the form I-94 when they are holders of a visa or I-94 W when they
benefit from the visa waiver program. (Tour Hebdo)
Aéroport de Paris arrivals
Around 17 million passengers are expected between 1 July and 31 August in
Aéroport de Paris (Paris Airports) for the summer vacation. Aéroports de Paris (ADP)
unveils new services such as exhibitions or hairdressing salons. (Air Journal)
th
th
IPW-Pow Wow in Las vegas, June 8 to 12 : Successful fair
Most participants of the International Pow Wow (IPW) 2013 arrived in Las Vegas in
th
Saturday, June 8 . They were able to enjoy a very festive weekend between trips to Las
Vegas and surrounding areas, and representations.
The trade industry was impressive
1100 U.S. exhibitors
5500 trade visitors
500 international journalists. While the French delegation remains year after year
consists of forty people (TO, agencies, receptive ...), some are increasing rapidly, such
as Brazil and China, which are the new source markets for the destination United States.
They are expected to generate $ 3.5 million in contracts.
French delegation
25 operators
11 agencies for its MICE 2013 edition in Las Vegas.
The host cities for future editions of American tourism fair
Chicago in April 2014
Orlando in 2015
Miami in 2016
4
Washington in 2017
Denver in 2018
Anaheim in 2019
Las Vegas in 2020.
With a near-record number of participants to 6,000 - and 90,000 appointments
announced, the 2013 edition is expected to result in additional tourism benefits of
approximately $ 3.5 billion for the United States. (Le Quotidien du Tourisme)
Top 10 incoming markets in 2012 to the USA
French are less numerous (-3%), in 2012, but their spendings increased by 7%.
Fance now ranks 8th among international visitors, with 1.46 million admissions in 2012.
1: Canada
2: Mexico
3: UK
4: Japan
5: Germany
6: Brazil
7: China
8: France
9: South Korea
10: Australia
(US Department of Commercre – US Embassy)
May barometer

Almost stable in number of passengers but down 5% in sales volume compared to
May 2012 Long-haul destinations:

Down by 7% in passenger numbers and 12% in sales volume.

Departures to the main long-haul destinations are mainly on the downside, except
this time the United States, which recorded a 11% increase in passenger numbers
and 13% by volume of business. (La Quotidienne)
Tourist profile


French are going on the Internet to do their research as well as their reservations
More than three-quarters (76%) of European travelers now book their holidays
online. (Le Quotidien du Tourisme, British Airways study from 2000 European
travelers)
The United States success in France
Tour operators such as Back Roads, Jet Set or Kuoni revealed that the “West USA” was
their best seller.
The top 3:
Los Angeles
San Francisco
Las Vegas and the parks (Le Quotidien du Tourisme)
5
San Francisco
The Hotel Price Index (a survey of hotel prices in major destinations across the
world based on bookings made on Hotels.com), produced by Hotels.com shows the
evolution of prices paid by travelers in cities around the world in 2012 compared to 2011.
Tourists have paid more in 2011 in the United States and in major Asian cities. The palm
upward returns to San Francisco, which jumped 20% to 183$, the second highest
increase in the HPI ranking.
Competitors Destinations

New York: French favorite destination
684 000 tourists (+4% compared to 2011)

3

French market controlled by leisure travels (85%) with a spending journey of 8
nights and spending also increasing by 1 162 per pax without including the flights.
(Tour Hebdo)
rd
clientele behind English (1 million) and Bresilian (826 000).
Mexico: “Caravana Mexico 2013”
The roadshow organized by the Tourism Board of Mexico hosted 400 guests during
his tour in Belgium and France from May 27 to 30. Twenty-nine Tourism Board of
Mexico partners (Airlines, hotels, tour operators, receptive and regional tourist offices)
came to discover the destination advantages. (Le Quotidien du Tourisme)
Thailand: Mice focus
Expectations:




Welcome 940,000 business client in 2013 by having 2.16 billion euros in revenue.
Improve its MICE activity.
New strategy on the destination presentation such as increasing the number of
employees in the fields of public relations and marketing
Promote the MICE activity on international fairs
2012 figures:


895,224 people visited the country for professional reasons
1.94 billion euros generated in revenues. (Déplacements Pros)
Malaysia: still growing
Tourism in Malaysia



25 million is the total number of tourists in 2012
Tourism receipts totaled $ 20.2 billion, that represents an increase of 4% compared
to 2011
308 million dollars from tourists who visited the country during major sporting
events, art, societal and entertainment. (La Quotidienne)
1st quarter of 2013


40,322 French visitors, up 10.8% compared to the same period in 2012.
th
France has climbed to 15 rank in the tourist crowd (Tourmag)
6

2014 will be the Year of Tourism in Malaysia. On this occasion, the country is ready
to receive more than 28 million tourists pours attend nearly 200 events and in all
areas. (Le Quotidien du Tourisme)
Japan: Government agreement
François Hollande signed an agreement with Japan representatives of Trump
France, Japan Tourism Agency (JTA) and Japan National Tourist Office (JNTO) to joint
tourism partnership between France and Japan. Valid for two years, it aims to promote
the development of tourism between the two countries and allow the discovery of the
richness of these two tourist destinations.(Le Quotidien du Tourisme – La Quotidienne)





Dubaï
The airport of the Californian metropolis host the A380 airplane from the airline
company Emirates daily from December 2, 2013, in place of the usual Boeing 777300ER. Emirates Airlines has no direct competition on this route, remaining the
only one company in the Persian Gulf to serve LAX. (Air Journal)
Dubaï tourist office expectactions:
Double its number of foreign tourists in 2020 by increase the hotel park capacity
Openings of Oberoi (June 15), the Sofitel The Palm in July, or the Anantara Dubai in
September.
Develop a "local cultural tourism and the organization of international sporting
events."
(Le Quotidien du Tourisme)
Airlines
Air France
Traffic growth
- An increase of 4.7% in May due to a base effect (reduction in capacity last year)
(Le quotidien du Tourisme)
Aircraft order
During the “Salon de l’aéronautique et de l’espace” that happen in Paris , Air France
bought 25 A350 for the long-haul destinations to replace the old ones. (Tourmag –
Déplacements Pros)
Air France services
th
- The Best & beyond program introduced on June 25 aims to focus on the clients
needs and on an improvement on the services on board for the long haul flights.
(Déplacements Pros)
XL Airways: Paris - Miami
XL Airways France opens a new seasonal direct link between Paris and Miami, its
fourth destination in the United States after New York, San Francisco and Las Vegas.
From June 28th to August 31st, 2013, XL Airways operates three weekly flights
between Paris - Charles de Gaulle Airport and Miami International Airport, operated by
Airbus A330-200 which can accommodate 21 passengers in Galaxie and 343 in
Economy Class. In direct competition with Air France and American Airlines on this
route, XL Airways proposes flights from $650. (Air Journal)
7


United Airlines
A purchase of 10 A350-1000 with a total value of $ 3.3 billion
Plans to deploy its aircraft seating 350 passengers in three-class configuration on
its higher density lines with non-stop flights of which the United States and the
Asia-Pacific region. (Déplacements Pros – Air Journal)
Delta Airlines
-
First airline in terms of safety. (Déplacements Pros)
American Airlines
AMR Corporation, house of American Airlines Inc., announced its consolidated
results for the subsidiaries in May 2013 American Airlines, Inc. and AMR Eagle Holding
Corporation. Consolidated traffic is up 0.8% compared to the same period last year,
with consolidated slight increase of 0.3% capacity. The company recorded total
consolidated load factor 84.0%, up 0.4 percentage points compared to May 2012.
International traffic increased by 5.2% with capacity up 4.5%. The average load factor
abroad, meanwhile, stood at 82.6%, an increase of 0.6 points compared to the same
period last year. (Tourmag)
Aer Lingus
According to the Irish Central website, Aer Lingus would take back its flights to San
Francisco from departure to Ireland. Aer Lingus wants to find a stronghold in the Irish
aviation market. San Francisco is a sign of a revival expected by the market.
(Déplacements Pros)
Tour Operators and Travel Agencies
Directours: Upscale positioning
Since the repurchase of Directours by NG Travel, the tour operator has known a
move uprange because in four years, in average, people purchases
for $6390 instead of $5080. Directours targets people with
revenue superior to $170 000 per year, eather 1% of the
population. But this positionning is beneficial for the tour operator
because its revenue icrease by 8%.
(Le Quotidien du Tourisme)
La Française des circuits: New brochure “Indispensable”
For the second year, La Française des Circuits (French Tour Operator) publishes his
brochure called "Indispensable" distributed in travel agencies. For 2014, 34 tours are
available. Each program has a couple of dates starting at the same rate, from January to
December 2014. (Le Quotidien du Tourisme)
8
TRAVEL TRADE AND GENERAL MANAGEMENT
OTP Visit california
Registrations - www.californiaexpert.fr






Total Registered: 2.432
Registered (with no activity): 1412 (58 %)
Users active (started at least one course): 360 (14%)
Users completed (all courses): 660 (27%)
Users that have 100% of good answers: 245
From June 1st to June 30th: 9 registrations
EVOLUTION OF THE E-LEARNING WEBSITE’S VISITORS
84 visits on the website, prbably because e have not promoted OTP
Fam Trips (Past)
South California: With Air Tahiti Nui from Janurary 26th to February 02nd.
On june 21st, Visit California invited the Fam participants to a diner at the restaurant “De
part et d'autre”. Attendees included: Mrs.
Florence TROUILLARD (Public Relations &
Special projects for Jetset & Equinoxiales),
Mrs. Mireille TRONET (Travel Agency Manager
of Thomas Cook SAS), Mrs Aurore SIRJEAN
(Regional Sales Manager France for Alamo),
Mr.Stéphane VAN GYSEL (Sales Director
France & Belgium for Air Tahiti Nui), Mrs.
Murielle NOUCHY (Managing Director Visit
California France) & Mrs Sihame HADDANE
(Account Executive Visit California France)
9
th
North Coast & Shasta Lake: With Air France from May 19th- 26 , 2013
Final list of participants (7 in total)
Mrs. Delphine BERTEUIL - BACK ROADS
Mr. Christophe JULIEN - JET SET VOYAGES
Mme.Claude Mazet - KUONI
Mrs. Amandine RUIZ - LA MAISON DES ETATS-UNIS
Mrs. Sophie KARAM - PLANETVEO
Mr. Denis POLLET - USHUAIA VOYAGE
Mrs. Sihame HADDANE - VISIT CALIFORNIA
Itinerary: Sonoma, Mendocino, Eureka, Crescent City, Del Norte County, Shasta, Shasta
Lake, Sacramento.
On SP:
http://share.visitcalifornia.com/workspaces/FAMS/Project%20Documents/FAM%20Itin
eraries%20(FINAL%20for%20IMIS)/Travel%20Trade/20122013/France%20and%20Belgium/Fam%20Trip%20North%20California%20and%20Shas
ta%20-%2018th%20to%2026th%20May.pdf
Car rental
nd
Alamo offered 1 complimentary car for the trip. We rent a 2 vehicule apart.
Airlines
Air France already edited all the airline tickets.
Benziger Winery Wine
tasting
Shasta Lake
Crescent City
Individual Sihame’s Road Trip
Itinerary: Modesto, Fresno, Bakersfield, Death Valley, Mojave, Needles, San Francisco.
Modesto
Pirate Cove Resort
10
Pirate Cove Resort
High Sierra: With Air France from June 1st-7th (Post Pow Wow)
Final list of participants (15 in total)
Mrs. Jennifer AUBRY- BACK ROADS
Mrs. Nelly GAULIER - DIRECTOURS
Mrs. Karine GUILLEMOT - EURAM
Mrs. Vanessa LAÎNÉ - JET SET VOYAGES
Mr. Geoffrey Duval - JET SET VOYAGES
Mrs. Lise LE PENDEVEN - LA MAISON DES ÉTATS-UNIS
Mr. Arnaud ROLLAND - SKI INFO (Journalist)
Mr. Olivier THERY - USHUAIA VOYAGE
Mr. Loïc CORNU - VOYAMAR
Mr. Thierry MAILLET - LA FRANCAISE DES CIRCUITS
Mr. Jacques TENDRON - TOURISMES.TV (Journalist)
Mrs. Béatrice TRUONG VINH TONG - Hertz
Mrs. Murielle NOUCHY - VISIT CALIFORNIA FRANCE
Mrs. Sophie LEBOUCHER - VISIT CALIFORNIA FRANCE
Mrs. Sihame HADDANE - VISIT CALIFORNIA FRANCE
Itinerary: North Lake Tahoe/South, Sonora, Coulterville, Mariposa, Yosemite, Bodie,
Mono Lake, Mammoth Lakes.
On SP:
http://share.visitcalifornia.com/workspaces/FAMS/Project%20Documents/FAM%20Itin
eraries%20(FINAL%20for%20IMIS)/Travel%20Trade/20122013/France%20and%20Belgium/HSVC%20French%20Tour%20Operator%20FAM%200
52813%20(2).pdf
Esmerald Bay Lake Tahoe
Columbia
Yosemite
11
Big Trees State Park
Car rental
Hertz offered 3 complementary vehicules for the group.
Airlines
We received all the airline ticket from Air France
Video campaign
https://www.facebook.com/visitcalifornia.fr
We agreed with tourismes.tv, that Jacques Tendron who attends the Fam will produce
2 videos of 3 minutes plus 6 times 20 to 30 seconds of shooting during the fam.
These videos will be dislayed on:
Tourismes.tv during 12 months
On our Facebook page, twitter, Lindedin and on our blog.
Travel Trade Press, Tourmag: http://www.tourmag.com/Californie-Visit-California-ainvite-12-professionnels-francais-a-decouvrir-ladestination_a60069.html?utm_source=article&utm_medium=newsletter_receptif&utm_
campaign=2013_06_24_newsletter
Testimonials (Other testimonials in french in appendixes 3)
Karine Guillemot – EURAM
Dear Murielle, Sihame and Sophie,
I am writing you in English, not because I feel comfortable with it but to avoid you to translate French to
English for our hosts in California. So please, be indulgent about my language skills 
First of all, a big thank to you both for this great fam trip, the best I ever had so far.
I just end with a big meeting all day long today, and can tell you that I drunk lot of coffee and coke to fight jet
lag as I only slept 4 hours last night 
I still had in front of my eyes, the quietness of Lake Tahoe, the charm of Murphys, the surprising Sequioa at
Calaveras Big Trees state Park, the amazing Columbia State Historic Park with this old men inside the saloon
bearing his gun made me feel that I was inside a movie. I adored the Motor Gun House Hotel in Sonora and
the incredible city of Coulterville. Yosemite was just majestic with breathtaking landscapes, That I won’t forget.
I loved Bodie and the guide was excellent!
We already sell some hotels we could visit, and now that I saw them, I would be able to recommend it and
help the agencies to make their choice for tailor made trip to California. I will also ask my Management in
Belgium to build the same itinerary we could experiment during that fam to propose it to travel agencies in
France, Belgium, Holland, Luxembourg and Poland as I really appreciated it. It shows another image of
California much more authentic, with real people, corresponding to European people expectations, especially
the French market.
On the top of that, I believe that this fam was a true success because of people we met and welcome us so
nicely, with such a kindness. So please thank them for me and you could reassure them of EurAm support to
promote Sierra Nevada. But it was also a success because of the French group who was very united, friendly,
easy going, full of humanity.
A special thank to you Muriel and your team for the organization, the professionalism, the happy face all the
time, in spite of jet lag. Once again it is a real pleasure to work with you.
Lise Le Pendeven – La Maison des Etats-Unis
I was very pleased to meet you through this wonderful fam trip. Monday at work seems very sad compared to
our adventures last week.
12
I LOVED everything! I have a lot of good memories of this week.
Many thanks to Murielle, Sihame and Sophie for inviting me to this Fam trip. The organization was top!
Co-op opportunities
Nouvelles Frontières – TUI France (Partnership Manager with Sandrine Hauzi)
Key figures and result of the operation

326 travel agents validated the quiz ( 7 travel agents Nouvelles Frontières sold
California trips & 13 travel agents Aventuria sold California trip)

Average score of good answers : 85.82%
% of good answers per questions

What is the name of the panoramic route that follows the coast between Los
Angeles and San Francisco? 99.08%

Which free documentation can be sent to you by Visit California? 91.58%

What are the 3 main Californian airports? 89.57%

In which city the “Reine des Missions” is located? 78.83%

What are the 2 UNESCOWorld Heritage National Parks of California? 71.47%
Travel agent winner : Christelle Savean - Objectif Amériques - [email protected]. Sihame will go and train the all staff in the agencie with bringing the
gift certificate.
Prize: self-guided tour “California Dream” of Nouvelles Frontières’s brochures: San
Francisco, Sonoma, Lake Tahoe, Yosemite, Palm Springs, San Diego, Los Angeles, Santa
Barbara, Monterey.
BirchBox
The operation started in May. Visit California will partnered with JolieBox (American
brand name is Birchbox) for a price-draw that they’re organizing from June to
September to offer 1 trip to California for 2 girl friends.
Birchbox offers to its consumers a unique and personalized way to discover, learn
about, and shop the best beauty, grooming, and lifestyle products of the market. Within
the re-branding of the company in France, that will now use the name Birchbox, they
are implementing a global communication operation to create the buzz.
This price-draw is a unique opportunity to showcase the different cities of California
that perfectly fit with the theme of this “girly” trip!
We’ll offer 1 trip to California with 4 nights in Santa Barbara, 2 nights in Santa Monica, 3
nights in Palm Springs, and 1 night in Los Angeles.
The hotel and activities will benefit from an important visibility on a dedicated microsite
that we’ll create including:
Microsite http://birchbox.visitcalifornia.fr/
The microsite will be relayed on all the media channels used during the operation by
joliebox including: The box itself, the website joliebox.com (200 000 unique
13
visitors/month), their newsletter, on their social medias (Facebook with 65 000 fans,
Twitter, Instagram etc.), the Jolie Mag (edited in 100 000 copies/month).
We have made the Facebook and magazine mock up. They will be broadcasting on
June 4th, 2013.
On the mag : Two Pages in the monthly magazine, read by 100 000 girls
On Birchbox Facebook Price Draw
: Several Pictures and links referring to the contest.
7735 participants
14
On Birchbox Facebook Fan Page :
1: 70461 girls reached for 4786
engaged users & 325 people talk about it.
talk about it
2: 25 736 girls reached for 1992
Engaged user & 90 people
On Birchbox Twitter :
Recurrent teasers and reminders of the contest for 5000 girls
15
Le Prix de Diane :
On June 16th, during "Le Prix de Diane" a horse racing, more than 2.000 Birchmag were
distributed to people enjoying the race. There were also beaty workshop and photo
booth.
Next Actions :




Promote the contest on Instagram
Keep promoting on our social networks
Send 2 Newsletters to our data base (160 000 girls)
One more double pages on our Mag o Augusty
Bircbox.VisitCalifornia.fr
Home page
16
Partners
In detail
See the Visit California and Birchbox operation on Appendix 1
17
Le Bon Marché Rive Gauche
Le Bon Marché Partnership proposal
Sophie Leboucher met Sophie Joly responsible for commercial events at Le Bon Marché
Rive
Gauche.
These kind of events could completly match with the Visit California France target.
Indeed, Le Bon Marché is a « Grand Magasin » in the middle of the city of Paris.
In this upscale shop, various articles are sold:
 Fashion closes
 Accessories
 Food you can’t find anywhere else
 And a lot of cultural articles
 Cosmetics products
 Jewels
 Shoes
 ….
The goal here, is to promote California through the various articles and also to create
some very « happy few » events in the French capital.
All the Bon Marché wants is products « made in California ». To sell lit in France the
products have to be created in the Golden State. The aim is to highlight the Californian
creators, their expertise, the Californian fashion, the food made in California, and the
cosmetics too. To achieve, the creators have to be distributed in France.
This operation reveals how California is rich and diverse.
To promote this event which will happen during several month, Le Bon Marché has a
huge communication device. (please, see the example of Brasil below).
They’ve implemented this operation for the first time few month ago with the
destination of Brasil.
The next one will highlight an asian country (Japan or Korea) in September 2014)
To realize this operation, the delay could be one year.
For Brasil, they worked with the Chamber of Commerce, who helped to find creators,
designers, artists. It is a guarantee of quality.
They had 4 women from Brasil working with the French team of Le Bon Marché to
helped them to meet directly the local country artists, designers, productors to learn a
deep and true understanding of the country’s culture
They’ve also worked with French and Brazilian journalists.
18
The communication device :
The magazine of 60 pages (here the first page)
Magazine.
Here two pages into the
All the pages are describing a product or an artist from the selected country.
It’s very well designed with beautiful pictures to promote products.
Website:
A dedicated website was created to promote the event, and the country:
http://www.lebonmarche.com/evenements/bresil.html
and some very selectives events were implemented.
And artist from Brasil created the showcase during a live show.
This operation costed about 2 millions euros for the country with an amazing promotion
throughout France.
Visit USA Committee
New website online: http://www.office-tourisme-usa.com/
Stat June
Pages viewed: 128.219 / Uniques visitors : 101,050
Los Angeles : 4001 / 2733 – 3rd page the more consulted of the website
Californie : 3747 / 2599 – 4th position
San Francisco : 2794 / 1752 – 6th position
E-learning : No stats this month as they changed their website, they have to find a new
method for collecting the data.
1 mois / 1 desti : Same as for E-Learning
19
The general Assembly happened on june 26th, 2013: Murielle, Sihame and Sophie
attended to the event.
Banners on the VUSA website: To thank Visit California for sponsoring the VUSA cocktails
at Pow Wow, they offered to published a banner during 2 months for free, august and
september. The print screen will be in the July report.
Picture Contest
th
Pow Wow 2013 (June 8 – 12 , 2013) Las Vegas
Most participants of the International Pow Wow (IPW) 2013 arrived in Las Vegas in
th
Saturday, June 8 . They were able to enjoy a very festive weekend between trips to Las
Vegas and surrounding areas, and representations.
The trade industry was impressive:



1100 U.S. exhibitors
5500 trade visitors
500 international journalists. While the French delegation remains year after year
consists of forty people (TO, agencies, receptive ...), some are increasing rapidly,
such as Brazil and China, which are the new source markets for the destination
United States. They are expected to generate $ 3.5 million in contracts. (Le
Quotidien du Tourisme – Tour Hebdo)
French delegation:

25 operators

11 agencies for its MICE 2013 edition in Las Vegas.
The host cities for future editions of American tourism fair:





Chicago in April 2014
Orlando in 2015
Miami in 2016
Washington in 2017
Denver in 2018


Anaheim in 2019
Las Vegas in 2020
20
FRENCH DELEGATION
POW WOW 2013
LIST OF BUYERS
Company
First Name
Last Name
Phone
Email
All Ways on Wheels
Philippe
Humbert
33 4 90 12 86 80
[email protected]
Amerigo
Nathalie
Delame
33 3 44 53 04 58
[email protected]
Americaveo/Planetveo
Audret
Chevret
33 1 45 75 32 71
[email protected]
Amerique Travel
Bertille
Hocquet
33 3 25 70 89 19
[email protected]
Back Roads
Sophie
Carvalho
33 1 43 22 65 65
[email protected]
Ceetiz
François
Bellot
33 9 81 174 854
franç[email protected]
Compagnie des Etats-Unis
Compagnie Des EtatsUnis
David
Leguide
33 1 55 35 33 42
[email protected]
Nora
Gherras
33 1 55 35 33 42
[email protected]
Criv/Larivière Voyages
Véronique
Amsellem
33 1 41 40 32 65
[email protected]
Directours
Nelly
Gaulier
33 1 45 62 32 74
[email protected]
Rodolphe
33 1 44 75 39 79
[email protected]
33 1 44 75 39 79
[email protected]
Olivier
Eberth
Rajfus Casanova
Delouis
Carine
Monteils
Charles
Julien
33 1 53 67 13 28
[email protected]
Florence
Trouillard
33 1 53 67 13 10
[email protected]
Thierry
Chape
33 1 42 05 20 21
[email protected]
DW&B
Gekko Holding/Teldar
Travel
Jet Set
La Case Départ
Marie
33 1 77 68 17 00
[email protected]
[email protected]
Le Cercle des Vacances
Line
Archambault
33 1 77 45 65 76
[email protected]
m
Maison des Etats-Unis
David
Chaumeil
33 1 53 63 13 43
[email protected]
Partir Aux Amériques /
Exclusive France Holidays
Partir Aux Amériques
Erez
Bousso
01 75 00 15 26
[email protected]
Barbara
Livney
33 1 75 00 15 26
[email protected]
Prometour
François
Bocchi
33 1 55 78 22 58
[email protected]
Sensation du Monde
Jean-Luc
Durovray
33 1 40 10 50 00
[email protected]
Thomas Cook
Yohann
Robert
33 1 76 77 71 76
[email protected]
Voyages-endirect.com/Ushuaia
Voyages
Olivier
Thery
33 1 55 28 39 99
[email protected]
Voyageurs du Monde
Liore
Brami Zeitoun
33 1 42 86 17 09
[email protected]
21
LIST OF MICE AGENCIES
Alterego
Avance Organisation
Events
BAV Events
Dominique
Plaissetty
33 6 30 17 28 86
[email protected]
Christina
Rey
33 6 19 65 65 00
[email protected]
Fabrice
Noyelle
33 9 70 44 00 47
[email protected]
B to B Events
Melissa
Wallet
33 6 03 73 21 94
[email protected]
B to B Events
Sylvain
Marnion
33 6 03 73 21 94
[email protected]
Senso Day Events
Alain
Tempo Evenement
Olivier
Travel I.C.E
Karine
Vatea
Benedicte
Rivain
33 1 45 27 82 07
[email protected]
VB Conseil
Valine
Boulnois
33 6 88 55 95 49
[email protected]
2CO EVENT
Olivier
Bresson
33 1 46 03 90 00
[email protected]
Tapin
33 6 60 93 14 38
De
33 6 10 27 93 95
Champsavin
Ret-Bocchi 33 4 93 64 41 15
[email protected]
[email protected]
[email protected]
List of French Delegates - Non-buyers
Position
Company
First
Name
Last
Name
Phone
Email
American
Embassy /
FCS
U.S.
Embassy,
Commercia
l Service
Valérie
Ferriere
33 1 43 12 70 77
[email protected]
Visit USA
Chairman
Directours
MichelYves
Labbé
33 1 45 62 32 74
[email protected]
Visit USA
Representative
Promotion
Manager
Delphine
Aubert
33 1 49 27 90 04
[email protected]
Visit USA
Representative
Media
Nancy
Massé
33 6 15 31 19 07
[email protected]
Journalist
Le
Quotidien
du
Tourisme
Florence
Brunel
33 6 77 75 15 54
Journalist
florence.brunel@quotidiendutourisme.
com
Tourismes.
TV
Fabrice
Nidiau
Cameraman
Jacques
Tendron
33 1 48 47 15 34
/ 06 17 41 46 46
[email protected]
Journalist
Tour Hebdo
Stéphane
Jaladis
33 6 10 78 65 86
[email protected]
Sales
XL
representative AIRWAYS
Stéfanie
Kammer
er
33 1 70 03 16 68 [email protected]
With a near-record number of participants to 6,000 - and 90,000 appointments
announced, the 2013 edition is expected to result in additional tourism benefits of
approximately $ 3.5 billion for the United States. (Le Quotidien du Tourisme)
22
Get Together Cocktail sponsored by Visit California
Visit California sponsored the Get Together Cocktail organized by the Visit USA
Committee during Pow Wow at the Tropicana Hotel. 131 attendees from the French
travel trade industry participated (Please see the list in appendixe 2).
Video of the cocktail: http://www.tourismes.tv/V4/?view=featured&video=1398
th
th
Top Resa – September 24 -27 , 2013
This year again, Visit California will attend the trade fair as part of the Visit USA Pavilion
to represent Visit California.
Visit California’s co-exhibitors
This year, Santa Monica Convention & Visitors Bureau, San Francisco Travel and Los
Angeles Tourism & Convention Board will attend the event as co-exhibitors. The
participation of High Sierra still pending.
Top Resa workshops ‘Travel Agent Expert”
Visit California and Los Angeles will both give a training to travel agents. Each
destinations will have a slot of 30 min to present the assets of the destination.
PowerPoint presentation will be sent to Top Resa prior to the training.
Post top resa meeting
On June 14th, Sihame attented a meeting at the Crazy
Horse in Paris, organized fotr the exhibitors. The aim
was to present the new events and program of the Top
resa 2013.
Microsite
A microsite will be created to encourage the travel
agents to participate to the price-draw. It will include:
Details of the event, questions of the quiz, details of
the prize to win, informations about the partners
pariticpating
Quiz & Prize
The quiz will include 1 question per partner participating and will be distributed on our
stand during the fair to have more traffic on the Visit California stand. The price-draw
will happen on the last day fo the fair.
VUSA Cocktail sponsored by Visit California
Visit California will sponsor this year again the Visit USA Committee cocktail with
Sonoma wine (to be confirmed). Last year, 120 travel trade partners attending the
cockatil.
23
Workshops and Trainings
Cadence Voyages
Visit California will participate to the Cadence workshop that will happen in Lyon on
September 20th,2013 from 2.30pm to midnight.
The event is dedicated to the Comités d’entreprise Managers and associations
specialized in group trips (250/280 professionnals are expected).
EURO-DOLLAR EXCHANGE RATE
http://www.exchange-rates.org/
24
COMMUNICATION & PR
June Actions
Meetings
On June 17th, Sophie went to a workshop/speed dating organised by AJT (Association
of
Tourism
Journalists).
This workshop/speed dating allowed her to meet in person several journalists with a
huge interest into Tourism and so a possible interest toward destination such as
California.
The workshop/speed dating was a very great opportunity to speak about the
destination and the possibilities for a journalist to go there and to write some very
interesting and beautiful articles.
The topic of the workshop/speed dating was lifestyle, which completely match with
California.
During this meeting, Sophie met :
- Karine Filhoulaud, interested by Family Trips (RoadTrips 2013), and Group Toursim,
writning for several magazine as Le Généraliste (target : doctors)
- Marie-Noelle Delfosse, interesting by the destination as a globality. Writes for La Vie,
Trek Magazine. Specialised in fair and environmental tourism
- Danièle Grobsheiser, working for Le Chirurgien Dentiste (target dentists), Rustica.
Interesting to have information about the golden state.
- Frédéric Millet, VERY VERY interting about sports trip in California. He doesn't want to
organize his trip himself so he is waiting for us to bring him into California with a
FamTrip or a PressTrip. He wants some Sports and Physical activities (Bike, kayak,
hiking...).
Would
like
to
cover
AMGEN
Tour.
Available from NOVEMBER TO MARCH
- Jean Beveraggi : writes for LaQuotidienne.fr and regional daily press as Dauphiné
Libéré. Very interesting to accompany a FamTrip.
25
-Brice Charton : asked to keep receiving PR from Sophie. He works for Le Point, Ouest
France, Voyages Plus, specialised in history
Past Press Trips – Generated articles to come
MEDIA
CINE TELE REVUE
TOUR HEBDO
PETIT FUTE LAS
VEGAS & LES
GRANDS PARCS
PETIT FUTE LOS
ANGELES & AREA
SAVEURS
SUD OUEST
MAGAZINE
VOCABLE (Sonoma)
FEMME ACTUELLE
I HEART
GEO
MOTO REVUE
NEWESTERN
HISTORIA
CITYGUIDE LOUIS
VUITTON LOS
ANGELES
LA PECHE ET LES
POISSONS
ALTITUDE- XL
Airways (Pas de
voyage de presse)
TETU
GOLF MAGAZINE
JOURNALISTS
Muriel Heymans
Didier Forray
DATES OF TRAVEL
24th of June to July 9th, 2012
July 03rd-13th, 2012
Philippe Henry
November 11th to December 10th, 2012
Nadège HUMBERT
Jean-Louis André & JeanFrançois Mallet
DATE OF
PUBLICATION
march-13
march-13
December 1st-11th
march-13
December 3rd - 12th, 2012
[email protected]
Françoise Nicol
march-13
march-13
march-13
Eleonore Klar, Louis Canadas,
Lucille Béziers, Loubna Zaid
January 17th to March 07th, 2013
Pierre Sorgue
February 24th to March 2nd,2013
April 2013
may-13
Olivier Bonnefon
Shelly Vocable
Julien Amado
Marc BAINAUD, MarieCatherine Dolhun Bainaud
Victor Battagion & Pauline
Juppin
March 19th – 29th, 2013
may-13
February 20th to March 2, 2013
june-13
October 10th-24th, 2012
Sabine Savouret, Pierre
Leonforte, Claude Deloffre
23 novembre 2012 au 20 février 2013
Pascal Bacoux
May 5th – 14th, 2013
Sarah Sergent
Laurence Ogiela
Roland Machenaud
Le mag sort le 1er juillet (pour 4 mois à bord)
June 29th to July 5th 2013
September 25th to October 10th 2013
26
July 2013
oct-13
march-14
July 1st
Spring 2014
January 2014
Press-trips (Past)
HISTORIA – Victor Battagion - October 10th – 24th, 2012
Following his press trip that happened last October, the article has
been published in July and includes 18 pages on california. The
article on the website “Nouvel Observateur” is not on line yet. He
will send us the link as soon as the article published.
We will send the article to the partners who supported the press trip
this week.
NEWESTERN – Marc & Marie-Catherine Dolhun - February
nd
20th – March 2
The journalist came back from his press trip on March. It was a great
success. We have sent a follow up to our partners.
The article, with 30 pages dealing with California, has been
published in June with an ad value of $213 377. The Newestern
magazine have a 25 000 circulation.
Testimonial of Marie-Catherine:
“Sihame thank you, this is a great mail.
We were very delighted of your involvement in the preparation of our trip and the good welcoming of your
partners. California is a beautiful state and we are pleased to give you our feedback.”
th
th
MOTO REVUE – Julien Amado – March 19 -29 ,2013
In addition to the paper article written after the press trip, Moto
nd
Revue published the 2 and last video on their website:
st
1 :http://www.motorevue.com/site/video-tourisme-deux-supersport-encalifornie-72526.html
nd
2 : http://www.motorevue.com/site/tourisme-deux-supersport-en-californie2-2-72645.html
LA PECHE ET LES POISSONS –Pascal BACOUX May 5th – 14th, 2013
The journalist returned from his press trip to California and Sihame
had lunch with him to discuss about the trip and give him the most
important elements to mention in its article.
The article will be published in March 2014.
Itinerary : Visiting Los Angeles / Mammoth Lake / Los Angeles. This
article will introduce fishing enthusiasts, the high places of this sport
(ocean / lakes and rivers) in California.
27
Press-trips (In progress or to come)
GOLF MAGAZINE – Roland MACHENAUD – September 25th to October 10th,
2013
Air France accepted to partnered with us for the press trip by
providing 2 airline tickets CDG-LAX and SFO-CDG. Hertz has been
requested for the car rental, we still wait for their reply.
Tentative itinerary is: Los Angeles, San Diego, Palm Springs, Santa
Barbara, Central Coast, Sonoma, Napa Valley and San Francisco.
Sihame is now working with the CVB’s participating on the final
itinerary.
TETU MAGAZINE – Luarence Ogiela - June 29th – July 5th,
2013
4 pages about San Francisco and a travel special featuring the
north coast due to be published in 2014 in their monthly magazine.
Circuclation 200 000 copies.
CVB’s offered 1 night in Mendocino and 1 night in Crescent City
LE PETIT FUTE SAN FRANCISCO AND NORTHERN CALIFORNIA – Daphné
Delgrange - June 22nd to 24th, 2013
Petit Futé is the leading travel guides editor in France with 8 million of travel books sold
each year. It is an upscale practical guide targeting individual as well as group of
travelers. All our guides include cultural presentation of destinations and are color
printed with pictures and maps. Petit Futé distributes these guides in France
(bookshops, major retailers) but also in Belgium, Canada and Switzerland. All guides
contents are also available on the internet (www.petitfute.com), on smartphones (more
than 4,8 million downloads in 2011) and i-pad.
The journalist is updating the section about "Lake Tahoe" on our upcoming edition of
Petit Fute travel book about San Francisco and Northern California. The book and
internet content will be released in September, 2013.
We are waiting for the journalist come back to have a follow up.
L’EXPRESS – David Bedart – From September 15th, 2013 : SAN
DIEGO
He will write a 2 pages article about San Diego in a “special” (incl.
one or two pictures) with a general storyline (culture & lifestyle)
Publication: Nov. 6th, 2013
Circulation: 627 805 ex
We’ll send the media for to San Diego and find an airline partner
beginning of july.
A.R MAGAZINE – Grégory Rohart - September 28 to October 13
He’ll write for two web magazine and 1 paper magazine

I-Trekkings : video, slideshow and article
28

I-Voyages : 3/4 articles, sllideshow and video

A/R : article
Publication: spring 2014
Itinerary:
1 week in Yosemite National par, 7/8 days between San Francisco and Los Angele (1 day
at SF ; 1 day at Los Angeles).
Themes : gay neighborhood of San Francisco, Los Angeles: the mythical places TV
shows (Beverly Hills, Californication, Melrose Place, Baywatch, The L Word, The Big
Bang Theory ...), portrait of EASYRIDERS, shamanism, surf and skate, the N1 (in the
footsteps of Jack Kerouac, the film along the Higway).
Summary of articles
Generated
Newestern: Californie, terre de tous les rêves
A 30 pages article where the story of California is related passing by the first
inhabitants and the use of the horses. Then, they have made a road trip going through
San Diego, Los Angeles, Solvang, Los Alamos, San Robles, San Francisco and
Pionnertown. They mentionate the places to visit.
Tourmag: Californie : Visit California a invité 12 professionnels français à découvrir la
destination
The article deals with Visit California which invited 12 tour operators in a Fam Trip in
California. They could enjoy San Francisco, High Sierra, Yosemite, Tuolomne and
Calaveras.
La Quotidienne: Visit California fait découvrir la High Sierra Californienne aux
professionnels français
The French tour operators could discover a diversity region, still unknown by them in
order to sell this destination: High Sierra. They could then see its richness.
Misceallaous
The TV Show 100% mag: The receptive Cali’fun featured it new “Paparazzi Tour”
http://www.cali-fun.com/califun-tv/
Please find the link of the June clippings:
http://share.visitcalifornia.com/marketing/international/france/Shared%20Documents/
FY1213/Reports%20and%20Newsletters/Press%20Clippings/June%202013/Clippings%20Jun
e.pdf
29
COMMUNICATION AND MEASUREMENTS JUNE 2013
JUNE
1,413
x3
Unit Price
AVE euros
AVE dollars
Exchange
€1:$1.413
Ad Value
Dollars
1 623
1 000
1 000
1 000
4 623
50 313
2 000
1 000
2 000
55 313
71 092
2 826
1 413
2 826
78 157
213 277
8 478
4 239
8 478
234 472
6 400
4 460
36 000
3 100
6 900
54 500
37 988
5 990
1 000
156 338
160 961
12 800
26 760
36 000
12 400
6 900
272 500
113 964
5 990
2 000
489 314
544 627
18 086
37 812
50 868
17 521
9 750
385 043
161 031
8 464
2 826
691 401
769 558
54 259
113 436
152 604
52 564
29 249
1 155 128
483 093
25 392
8 478
2 074 202
2 308 674
Valorisation of Monthly parutions California
Quaterly
Daily
Daily
Daily
Quaterly
Monthly
Weekly
Quaterly
Monthly
Monthly
Daily
Weekly
Daily
n°
Magazine
Circulation
nb.page
s
Surface
Parutions
2013
ARTICLES GENERATED
25 000
31
249 125
2
249 125
1
280 000
2
803 250
36
NON GENERATED
Magazine
Homme Deluxe
65 000
2
Magazine
Vélo Tout Terrain
37 214
6
Magazine
Le Figaro Magazine
532 782
1
Magazine
Partir Pêcher
25 000
4
Magazine Zepros Metiers Restauration
66 230
1
Magazine Libération Supplement Next
160 799
5
Magazine
Le Télégramme
227 819
3
Magazine
Le Quotidien du Tourisme
17 300
1
Webzine
Yahoo
0
2
SUB TOTAL
1 132 144
25
1 935 394
61
TOTAL
Magazine
Newestern
Webzine
Tourmag
Webzine
Tourmag
Webzine
La Quotidienne
SUB TOTAL
TOTAL ACTIVITIES SUMMARY JUNE
TOTAL ACTIVITIES SUMMARY
CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013
MONTH : JUNE
Generated
Off line
COVERAGE
CIRCULATION
AVE €
AVE $
PR VALUE
4
ARTICLES
803 250
55 313,00 €
$78 157,00
$234 472,00
1
PAGES
25 000
50 313,00 €
$71 092,00
$213 277,00
5 000,00 €
$7 065,00
$21 195,00
Radio
Web Site
3
PAGES
778 250
9
ARTICLES
1 132 144
489 314,00 € $691 401,00 $2 074 202,00
Off line
8
PAGES
1 132 144
487 314,00 € $688 575,00 $2 065 724,00
Web Site
1
PAGES
0
2 000,00 €
$2 826,00
$8 478,00
1 935 394
544 627
769 558
2 308 674
Non Generated
TV
Total
13
30
TOTAL ACTIVITY SUMMARY 2012/2013
TOTAL ACTIVITIES SUMMARY
CALIFORNIA TOURISM France & Belgium - Fiscal Year 2012/2013
GRAND TOTAL FISCAL YEAR 2012/2013
Generated
COVERAGE
CIRCULATION
AVE €
AVE $
PR VALUE
84
articles
11 488 871
4 106 782
5 798 990
17 394 447
Off line
150
pages
8 225 200
3 754 112
5 310 103
15 890 848
Radio
14
minutes
8 000
22 900
47 196
106 054
Web Site
32
3 257 471
45 300
64 009
191 911
Non Generated
182
articles
37 718 244
5 886 985
8 345 359
25 547 004
Off line
402
pages
26 251 363
5 698 881
7 886 270
23 663 007
Web Site
73
pages
9 376 944
57 430
144 688
239 108
TV
125
minutes
8 197 286
604 370
834 237
2 502 709
49 207 115
9 993 767
14 144 349
42 941 451
Total
266
31
TECHNOLOGY SUMMARY
Fulfilment Requests
In June 2013 we received 235 brochure requests in total. Within this number, 193 came
from the website http://www.visitcalifornia.fr/Guide-pratique-du-visiteur/ and 42
directly(phone, mail and e-mail).
Visitcalifornia.fr
Only 44 vistors on monday 17th. It's complicated to explain, but the rest of the traffic is
regular during June.
Visitcalifornia.fr
M-1
TRAFFIC
SOURCES
THE BASICS
JUNE
2013
MAY
2013
Visits
11103
11645
Pageviews
36347
37473
Pages/Visit
3,27
3,22
Bounce rate
31,15% 35,46%
Avg. Time on site 00:03:59 00:03:58
77,38% 77,23%
New Visits
Direct Traffic
23,30% 19,30%
Referring sites
15,30% 15,60%
Search engines
61,40%
65,10%
32
Y-1
Year to
Year
Month to
Month
JUNE 2012 Variation Variation
26,59%
Rate
99,19%
24,42%
-37,60%
-1,86%
-5,16%
-0,93%
177,38%
-42,46%
Rate
-4,65%
-3,00%
1,55%
-12,15%
0,42%
0,19%
20,73%
-1,92%
65,02%
-5,57%
-5,68%
5574
29212
5,24
31,74%
00:04:12
78,11%
8,40%
Slightly less traffic than in May. The bounce rate is clearly decreasing in comparison
with month before, which is a very good thing and shows that visitors are more and
more qualified.
We doubled the number of visitors compared to May 2012, 11103 vs 5574 (+99,19%). This
phenomenon could be explained by several points :

the Google Adwords campaign

people begin are preparing their holydays trips
we worked on Search Engine Optimization
We can see a huge increase of traffic since January compared to the year before. We
never achieved such a number of visitors even with a Google Adwords campaign.
Blog.visitcalifornia.fr
Traffic is irregular despite regular posts and relay via Facebook.
blog.visitcalifornia.fr
TRAFFIC
SOURCES
THE BASICS
JUNE
2013
Visits
Pageviews
Pages/Visit
Bounce rate
Avg. Time on site
New Visits
Direct Traffic
Referring sites
Search engines
501
864
1,72
65,87%
00:01:56
83,83%
25,90%
18,80%
55,10%
M-1
Y-1
Year to Year
Month to
Month
MAY
2013
June
2012
Variation
Rate
105,33%
82,28%
-11,34%
7,14%
-20,00%
-9,09%
474,28%
9,24%
-29,61%
Variation
Rate
-2,72%
-10,47%
-8,02%
6,34%
2,65%
1,34%
1,97%
-28,24%
14,08%
515
244
965
474
1,87
1,94
61,94% 61,48%
00:01:53 00:02:25
82,72% 92,21%
25,40%
4,51%
26,20% 17,21%
48,30% 78,28%
33
Slightly less traffic than in May here too. We can see that there were more visits that the
year before and in the Month to Month, we can see that people read less pages and so the
time passed on site is increasing.
Thanks to the graph, we can see that we have reach the same level of visits than in 2011.
The results are far better than in 2012.
Google Adwords from 1st May to 31th ARPIL 2013
We have launched a campaign Google AdWords at the beginning of the year on
GOOGLE
ADWORDS.
We have choosen to link this campaign directly to the page
http://www.visitcalifornia.fr/Guide-pratique-du-visiteur/ of our website.
As we saw on the website statistics, here we find again a big lost of traffic on Mondy 17th,
both are probably linked.
34
Key Words
Maximal cost
per clic
authorized (€)
Numbers of
Clics
Number
of views
Variation Rate
Clics vs Number
of views
Average
Cost per
clic (€)
Total
Cost
(€)
Average
position on
the page
Etats Unis
auto : 0,46
203
55445
0,37%
0,43
86,48
3,2
Tourisme Californie
auto : 0,46
196
10772
1,82%
0,32
63,37
2,5
Visiter Californie
auto : 0,46
95
2293
4,14%
0,4
37,81
2,3
carte Californie
auto : 0,46
84
6369
1,32%
0,42
35,55
1,7
visite californie
auto : 0,46
65
2739
2,37%
0,38
24,83
3,1
Voyage Californie
auto : 0,46
29
4640
0,62%
0,48
13,78
4,8
Voyage San Francisco
auto : 0,46
28
26682
0,10%
0,48
13,48
6,5
Tourisme San Francisco
auto : 0,46
27
12068
0,22%
0,41
11,16
6,1
Vacances Californie
auto : 0,46
26
6152
0,42%
0,43
11,07
5,9
circuit Californie
auto : 0,46
16
1719
0,93%
0,46
7,28
6,8
voyage en californie
auto : 0,46
12
1247
0,96%
0,45
5,39
3
vacances etats unis
auto : 0,46
10
1358
0,74%
0,5
4,99
6,5
que faire en Californie
auto : 0,46
10
198
5,05%
0,37
3,68
1,4
Yosemite
auto : 0,46
8
2317
0,35%
0,54
4,32
4,4
sejour en californie
auto : 0,46
8
678
1,18%
0,52
4,16
5,4
Mammoth Lakes
auto : 0,46
5
1664
0,30%
0,49
2,47
2,6
Santa Barbara
auto : 0,46
5
6460
0,08%
0,43
2,16
3,2
Vacances San Francisco
auto : 0,46
5
3641
0,14%
0,41
2,04
4,8
Vacances Los Angeles
auto : 0,46
5
2127
0,24%
0,35
1,73
6,4
vacances usa
auto : 0,46
4
2863
0,14%
0,45
1,81
6,7
Lake Tahoe
auto : 0,46
4
4372
0,09%
0,37
1,48
2,1
Lac Tahoe
auto : 0,46
2
463
0,43%
0,37
0,74
2,2
guides touristiques
auto : 0,46
0
623
0,00%
0
0
5,2
Search Network
--
--
847
156890
0,54%
0,4
339,78
4,2
Display Network
--
--
356
337884
0,11%
0,3
108,02
2,8
Total
--
--
1203
494774
0,24%
0,37
447,8
3,3
This month, the GoogleAdwords campaign provided us less visitors than in May (1203
vs
1343)
During March we changed our daily AdWord budget from 12,00€ to 15,00€.
The
Total
cost
of
the
campaign
for
May
2013
is
€447.80
Technical
vocab
:
Search Network : your result page when you enter some keywords in Google search bar
Display Network : Google has got a lot of website's partners where your add can appear
The 3 more hit key words generating clicks are:
- “Etats Unis" with 203 hits (vs 189 last month)
35
- "Tourisme Californie" with 196 hits (vs 203 last month)
- "visiter Californie" with 95 hits (vs 101 last month)
But the better ROI regarding the number of clicks versus the number of the ad has been
view are:
- que faire en Californie with 10 clicks for 198 views (5.05%)
- visiter californie with 95 clicks for 2293 views (4.14%)
- visite californie with 65 clicks for 2739 views (2.37%)
36
MAIN KEY WORDS GOOGLED
For June 2013, we can see that the main keywords Googled leading to our website are (as
in Mai) :
- Californie / California
- visitcalifornia.fr (which shows that our website is more and more known by the public)
- Californie Tourisme
37
Variations table:
January February March April May
JUNE
Variation Rate
Key Word
2013
2013
2013
2013 2013
2013
APRIL 2013 vs
March 2013
1020
450
1481
406
1655
756
1432 1397
1350
-3,36%
visitcalifornia + visit california +
www.visitcalifornia.fr + visitcalifornia.fr
158
162
californie tourisme + tourisme california
57
carte (de la) californie + californie carte /
Guide
(not set)
californie + california
668
577
574
-0,52%
204
261
226
145
-35,84%
64
160
208
179
131
-26,82%
246
189
163
180
167
117
-29,94%
que/quoi faire à los angeles
85
50
36
37
57
43
-24,56%
à voir / que voir / à voir / à faire en
californie
106
36
101
19
45
38
-15,56%
plages californie / surf californie
62
50
21
22
35
30
-14,29%
vivre en californie
28
32
32
18
15
15
0,00%
itinéraire californie
11
11
23
16
13
-18,75%
visitcalifornia.com
13
vacances californie
histoire de la californie
35
15
11
12
20
24
12
voyager en californie
californie en famille / Enfants Californie
8
11
8
14
8
8
0,00%
6
8
33,33%
8
12
21
9
11
7
californie activités touristiques
7
faille de san andreas visite
7
style californien
11
9
9
9
10
6
formulaire esta en francais
6
neige californie novembre
6
parcs nationaux californie
6
Several new entries this month with :
- office tourisme californie
- californie activités touristiques
- faille de san andreas visite
- formulaire esta en francais
- neige californie novembre
- parcs nationaux californie
38
-28,57%
9
office tourisme californie
golf californie
10
VISIT PROVIDERS
Legend:
GREEN :
RED :
BLACK :
BLUE :
Increasing in comparison of the month before
Decreasing in comparison of the month before
Not used last month
Equal
39
Variation Table
January February
2013
2013
March
2013
April
2013
May
2013
JUNE
2013
Variation
Rate
1203
619
-13,89%
189,25%
47,69%
-10,95%
-26,42%
24,72%
-3,37%
-41,82%
-21,95%
-19,05%
-20,00%
25,93%
18,52%
20,83%
140,00%
1009
156
1397
136
1562
166
1412
118
1397
214
178
102
102
128
130
192
TripAdvisor
232
219
188
134
137
122
Routard
157
143
136
127
159
117
bing
authentikusa.com
63
41
101
95
89
111
9
14
58
60
89
86
Wikipedia
119
84
118
87
110
64
Google.fr
71
53
63
70
82
64
yahoo
24
32
59
39
63
51
Facebook
18
22
24
61
60
48
idéesvoyages.visitcalifornia.fr
17
13
18
15
27
34
Ask
Babylon
31
32
23
22
27
32
26
20
25
15
24
29
12
8
10
24
AdWords
Office-tourisme-usa.com
Visitcalifornia.com
delta-search.com
birchbox.makemereach.com
20
google.ca
20
lechotouristique.com
5
Conduit
38
kazeo.com
sfr.fr
12
24
19
34
30
32
28
16
11
11
6
13
14
17
16
18
16
12
17
11
blog.visitcalifornia.fr
wikitravel.org
12
19
8
visitcalifornia.de
13
17
7
oopartir.com
9
12
12
6
6
7
sunsetbld.com
8
7
14
4
5
7
micefinder.com
7
lemoteur.ke.voila.fr
search.sweetim.com
17
16
16
magazine-voyage.com
13
10
11
9
10
6
13
5
6
-40,00%
20,00%
5
traveltrade.visitcalifornia.fr
Newsletters
-20,83%
-42,86%
7,69%
-25,00%
-35,29%
-57,89%
-58,82%
16,67%
40,00%
5
25
18
11
13
gocalifornie.com
8
5
aol
9
6
26
11
4
5
tuifrance.elmg.net
3
4
One more time, Google Adwords provided us the majority of our visitors.
40
-57,69%
-40,00%
SOCIAL MEDIA REPORTING
Statistics
Faceboo
Twitte
Bl
k
r
og
fans
followers
visits
Nbr of articles
Facebook+Twitter+Blog
211
240
257
272
289
312
328
345
354
358
368
117
124
127
142
151
151
157
156
161
162
160
320
521
502
593
658
571
603
509
265
244
291
3
13
7
3
5
8
8
1
1
1
4
April
369
377
401
414
424
163
164
169
174
175
215
257
331
290
297
0
0
7
6
4
May
434
178
321
creation of a new page on the Blog
June
443
183
244
7
July
453
185
317
7
August
462
191
328
3
September
465
192
270
0
October
474
200
328
7
November
488
200
313
8
December
501
201
265
5
January
February
March
April
May
518
529
551
571
594
195
197
201
210
204
363
385
494
545
515
8
6
10
28
26
JUNE
625
208
501
21
January
February
March
April
May
2011
June
July
August
September
October
November
December
January
February
March
2012
2013
41
Concerning the Social Medias, the numbers of fans and followers is regularly increasing
since 2011.
But here, once again, we can see the huge lost of traffic on the blog between august and
September 2011, and we can also see that the average number of visitors of the blog is
irregular
from
a
month
to
another.
But since January, the traffic on the blog is regularly increasing. Indeed, we regularly add
contents on the blog, like new articles, and we promote it on Facebook and Twitter.
On Facebook, people are more and more engaged. They more often answer to our posts
by comment or like or sharing our content.
42
43
In June, we posted on Facebook via Youtube a video and a picture a day during our
FamTrip
in
High
Sierra
between
first
and
seven
of
June.
These publications (purple bullets) generated a strong visibility (in blue) of the French
page
VisitCalfiornai.fr
on
Facebook,
see
the
graphic
below.
At the higher, we touch 1829 different people.
TO COME IN JULY, AUGUST, SEPTEMBER
WORKSHOP CADENCE VOYAGE
Dinner with High Sierra Fam
IFTM TOP RESA
PRESS TRIPS: TETU MAGAZINE, GOLF MAGAZINE, A/R MAGAZINE
Sales calls Jetset, Criv Lariviere
Meeting with Air France to renegociate the partnership contract
Meeting with Air Tahiti Nui for the sales challenge with Tourmag
44
Appendix 1: Presentation of the Visit California and Birchbox
operation
What is the common denominator between
Visit California, Air Tahiti Nui, Birchbox....
and Four Seasons Hotel in Los Angeles ?
45
46
Joliebox offers to its consumers a unique and personalized way to discover, learn about,
and shop the best beauty, grooming and lifestyle products of the market.
Within the re-branding of the company in France, that will now use the name Birchbox,
they are implementing a global communication operation to achieved a national French
goal. Indeed, Birchbox’s target is exactly the same as our and your.
In June 2013, on the occasion of the Joliebox re-branding, the brand will create the buzz
about its new brand name towards its customers:"a Birchbox Company”
JolieBox will adopt the American beauty boxes founders’ name. The June box theme
will thus be around America.
A super prize will allow giving a signification to this re-branding. A partnership between
you and Visit California around the Joliebox rebranding will make your brand benefit
from an important visibility to a target in perfect coherence with the price-draw.
What is Joliebox ?
JolieBox contains 4-5 MINIATURES beauty products which best suited to the
customer’s profile. While registering, the customer will complete a questionnaire that
will determine its profile (person with dry skin etc.)
JolieBox includes the JolieMag, a magazine that offers tips about beauty and current
good deals.
The subscription allows to win JoliePoints and to shop normal size products on the eshop at reduced price.
The subscription also enable to receive exclusive offers and invitations exclusively
dedicated to the JolieBox community members.
More than 140 partners brand such as :
What is the Joliebox target?
She is between 20 and 50 and very well connected and easily spreads information.
Moreover, she had a work considered as high socio-professional category and so has
got a good purchasing power. On the Internet, she is very reactive, particularly when its
about cosmetics and Joliebox and she is reactive too. Often, she is the owner of a blog
about cosmetics or/and travelling.
She is a consumer with an average spending of more than $177/year in beauty (in
comparison with an average of $78/year for a French woman).
47
Visit California and Air Tahiti Nui will be the partner of this unique opportunity and we
would like to focus our communication on a 360° communication plan (web, print and
social media) based on a perfect vacation around the Gate away Los Angeles which
highlights the beauty of our destinations and the amazing diversity of our industry
based on “Luxury and Indulgence”.
The campaign will be efficient from June to September 2013 and a prize draw will be
organized at the end of the campaign with 1 trip to California for 2 girl friends will be the
main and unique prize.
We need your help to complete this package which is an unique opportunity to
showcase Fours Seasons Hotel, Westlake Village which perfectly fits with the theme of
this “girly” trip!
48
What are the communication Tools used ?
• The Box itself with the possibility to add a card inviting them to participate to the pricedraw
• The birchbox.com website: an important visibility for partners, a blog on which
customers can pick up information and a growing e-shop.
200 000 unique visitors/month on JolieBox.com
The Birchbox editorial team based on information provided by our partners writes texts
Favourite media used by our customers who are looking for information, advises and to
share their opinion
49
• Birchbox newsletters: targeted e-mailing campaigns generating traffic on partners and
JolieBox
websites.
Sent to 100,000 suscribers with an opening rate
superior to 60%.
Emailing featuring products and current news
Benefit from the Birchbox prescription power with
its customers.
• The Birchbox community:
an active and engaged community on social
media
(Facebook, Twitter, Instagram, etc..)
65 000 Facebook fans
7 000 Twitter followers
3 500 Instagram followers
12% of bloggers among our customers









50

Press: BirchMag
Delivered in the Joliebox
Reports tips, beauty advices and good deals
100,000 copies published each month
An average of 4 people read each Birchmag.
51
About Birchbox and the operation
From June 4th, the name Joliebox will be rebrand into BIRCHBOX
This event will be relayed through a 360°dispositive
TV, press, web, radio (in progress)
Birchbox will diversify its communication about its new brand to ensure to be well
understood by its customers. We can benefit from this communication through small
spaces or pellets dedicated to the Air Tahiti Nui price-draw.
Visit California will create a dedicated website visitcalifornia.birchbox.fr where the users
will be encouraged to go to find answer to question of the price-draw.
This website is constructed in a way to highlight each partner.
Into the website, you will have a dedicated space including a description of your hotel,
your logo, a picture of your choice and a links to your website each time your named will
appear!
Of course, Birchbox will send a database of contacts to the partners including family name,
First name, email adress, age, sex,…
52
Appendix 2: List of participants Get Together cocktail sponsored
LAST
NAME
Tapin
FIRST
NAME
Alban
COMPANY
Senso Day Events
Amsellem
Véronique
Archambaul
t
Line
Larivière Voyages
Aubert
Barthez
Bellot
Benkimoun
Benoit
BESSETTE
Bocchi
Boulnois
Bousso
Delphine
Olivier
François
Pauline
Tresie
Pierre
François
Valine
Erez
Visit USA France
Duxin Com
Ceetiz
Travalco
Travalco
Planète Latine
Prometour
Brunel
Carvalho
Cerretani
Chilton
De
Champsavin
Delahoutre
Delame
Douau
Dupuy
Florence
Sophie
Cyrille
Sabine
Quotidien du Tourisme
Backroads
Revamericatours
Florida Keys
Olivier
Nathalie
Nathalie
Jean-Marie
Marina
Tempo Evenement
Hilton
Amerigo
Tennessee
Express Conseil
Durovray
Jean-Luc
Eberth
Elizabeth
Ferriere
Forget
Gaulier
Gherras
Hocquet
Rodolphe
Erika
Valérie
Stephan
Nelly
Nora
Bertille
Sensations du Monde
American Connections,
D,W&B Group
Harlem Spirituals
Ambassade des USA
Go West Tours
Directours
Compagnies du Monde
Contact LLC
Humbert
Philippe
All ways on wheels
Le Cercle des Vacances
Exclusive France Holidays
53
E-MAIL ADDRESS
[email protected]
[email protected]
Larchambault@cercledesvacance
s.com
[email protected]
[email protected]
[email protected]
_
[email protected]
_
[email protected]
[email protected]
[email protected]
florence.brunel@quotidiendutour
isme.com
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
jldurovray@sensationsdumonde.
com
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
m
[email protected]
[email protected]
[email protected]
R
Jaladis
Julien
Stéphane
Charles
Tour Hebdo
Jetset Voyages
Kammerer
Stefanie
MichelYves
Audrey
Barbara
Céline
Sylvain
Nancy
XL Airways
Catherine
Murielle
Fabrice
Dominique
Jean-Alexis
Arizona V Twin Dreams
Visit California
BAV Events
Mice Finder
Compagnies du Monde
Karine
Bénédicte
Yoann
Muriels
David
Florence
Olivier
Florence
Nelly
Melissa
Liore
Travel Ice
VATEA
Thomas Cook
Harlem Spirituals
Travel Ice
Go West Tours
Voyages en direct
Jetset Voyages
Express Conseil
B to B events
Voyageurs du Monde
Labbé
Lelay
Livney
Maheo
marmion
Masse
Max
Nouchy
Noyelle
Plaissetty
Pougatch
RETBOCCHI
Rivain
Robert
Samama
Sanchez
Solal
Thery
Trouillard
Venturini
Wallet
Zeitoun
Directours
City Discovery
Exclusive France Holidays
Express Conseil
B to B events
Visit USA France
54
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
om
[email protected]
[email protected]
[email protected]
_
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
[email protected]
Appendix 3: Testimonials of other participants in french
Loïc CORNU - Voyamar
Bonsoir à tous,
Je n’avais pas encore pris le temps de vous écrire un mot depuis notre retour, mais je
me rattrape. Malheureusement je ne pourrais être présent lors de ce repas.
Je voulais quand même remercier tout le monde pour l’éductour bien que ça fasse déjà
un mois qu’on est rentré. Très bon groupe, très bonne rencontre, une très bonne
organisation et de spendide paysage. Merci à Jacky pour les vidéos.
Si l’un de vous passe à Lyon dans l’été n’hésitez pas à faire signe.
Bonne soirée et bon week-end à tous
Olivier Thery – Ushuaia Voyages
bonjour à toutes et à tous
Simplement pour vous dire que découvrir la Californie à vos côtés fut un plaisir...en
espérant qu’il fut partagé et que toutes et tous vous avez envie de mettre cette "autre
Californie" en avant dans votre « production ».
Je remercie toute l'équipe de Visit California, dévouée et à l'écoute, sans ce voyage ne
m'aurais pas permis de découvrir cette Californie atypique, authentique et fascinante.
Le Pow wow à Las Vegas a été très complémentaire dans ma vision globale de cette
Amérique naturelle et friendly qui la rend exceptionnelle.
C'est une véritable révélation pour moi, je regrette sincèrement de n'avoir pas connu les
USA plus tôt pour une commercialisation spécifique.
Merci à vous toutes et tous de votre bonne humeur et de votre écoute vis à vis de
"l'équipe Vintage"
a très bientôt
Jacky TENDRON – Tourismes.tv
Oliver à pratiquement tout dit et me retire les mots de mon email.
J'ai trouvé ce séjour exceptionnel quand à la diversité des paysages et sites que nous
avons traversés. Il est vrai par ailleurs que ce fût un plaisir de côtoyer pendant une
semaine, que des personnes de qualité, sans exception ni restriction..
Pas une ombre au tableau,l'équipe de Visit California France a été magnifique. un
remerciement tout particulier à Murielle pour ce voyage hors du commun, et qui nous a
proposé un magnifique bonus à Nelly et à moi.
J'ai donc donc des images dans la tête et même dans la boîte, et la fatigue liée à ma
mission en valait la chandelle.
Au plaisir de tous vous revoir.
55
Nelly GAULIER – DIRECTOURS
Hello tout le monde!!
Greetings from fabulous Las Vegas!! :-)
Vous nous manquez!!
C'était vraiment top ce voyage!
Y a pas à dire, l'expérience californienne c'est quand même la très grande classe!!!
Un grand merci à tous pour votre bonne humeur et une standing ovation pour nos 3
drôles de dames de choc, vous nous avez gâtés!!!!
À bientôt.
Bises
Arnaud ROLLAND –SKI INFO
Back to the office too !
Merci pour ce beau voyage et ces belles rencontres : l’équipe, nos hôtes et le team Visit
California FR.
Plein de belles images en tête : Haute montagne, lac, grand espace, gold rush village, ski
resorts, Mono lake, Yosemite …
Merci à vous 3 sur place Murielle, Sihame et Sophie, sans oublier Laurie depuis Paris.
Une spéciale pour Jammy, les rock pipelettes, les beaux gosses de la Zipline, l’A 380
Geoffrey DUVAL – JET SET VOYAGES
Bonjour à Tous
Un petit mot pour vous dire que je vous ai tous chercher ce matin...chez moi !
A la question ma valise est elle arrivée à Madrid ? OUI !!!! mais quelle histoire à
l'embarquement de Pais qui n'avait pas le même système que LAX....
Un immense MERCI pour votre bon humeur, votre humour durant ce MAGNIFIQUE
séjour.
Murielle, Sophie & Sihame : c'était vraiment que du Bonheur d'avoir découvert cette
partie de la Californie !!!
Pleins de gros bisouxxx et si vous êtes dans le même état que moi : CAFééééééé !!!!
Américanement & Californiement mais surtout Amicalement Vôtre
Geoffrey
Dear Murielle, Sihame and Sophie
56
Jennifer AUBRY - BACKROADS
Hello à tous !!
Ahahaha j’adore la photo de Jammy … et je viens de mettre une ambiance de dingue
avec THE chanson du road trip dans mon bureau !!
Bon, j’espère que tout le monde est bien rentré et pas trop fatigué !
La journée à Los Angeles était top (mais me retrouver toute seule n’a pas été facile !!!!!),
malgré le temps pourri … mais le lendemain il a fait un super temps ! Et le tour avec
Cali’Fun était génial !!!
En tout cas, je suis tout à fait d’accord avec tout ce qui s’est dit depuis ce midi, super
semaine !!! une première en Californie pour moi, et pas décue !!!
Merci à tous, et à bientôt pour les photos
Et on veut un retour sur l’utilisation de la super magique extraordinaire voiture rouge
qui est allée au Pow Wow !!
Thierry MAILLET – LA FRANCAISE DES CIRCUITS
Mes chers amis Californiens,
De retour aussi au bureau avec un peu de nostalgie…. ;
Pleins de remerciements à faire, déjà vous tous d’avoir participé à ce Fam Trip top du
top car sans vous, l’ambiance n’aurait jamais atteint le zénith !
Et spécialement, un « Spécial Thanks » à Murielle, Sophie et Sihame de nous avoir
sélectionné parmi des millions de candidats.. Lol
Pour ma part, j’ai fait de belles rencontres, vu des paysages splendides et vu le
professionnalisme du bureau de Visit California.
Un grand merci à Sihame pour sa patience dans le Van…. On n’a pas arrêté une
seconde….
A très bientôt et au plaisir de vous revoir tous.
Béatrice TRUONG – HERTZ
Tu m'as prise de vitesse
Pareil petit coup de blues car ce voyage était vraiment TOP avec des gens
géniaux et encore MILLE MERCI pour cette immersion dans la Californie et
ces rencontres humaines, qui m'ont vraiment touchée.
Murielle, Sihame et Sophie merci encore pour votre implication, et votre
disponibilité
Je crois que je n'aurai pas pu mieux commencer pour un premier FAM.
Je vous embrasse tous et à très bientôt j'espère
57