5 Years Marketing Plan
ND T RA N B ME H RIC N EN PLA / 1 1
4/2 6
5-Year Strategic Marketing Plan
Fiscal Years 11/12 to 15/16
2011
2012
2013
2014
2015
2016
Acknowledgements
A committee of industry stakeholders contributed their expertise, insight and time to develop this Strategic Marketing Plan (the Brand Enrichment Plan), which will guide the California Travel & Tourism Commission’s (CTTC) efforts over the next five years. The committee appointed various subcommittees to focus on strategies for four core marketing areas that will drive CTTC’s efforts from FY 2011–12 through FY 2015–16: technology and partnership, research, domestic brand communications and international marketing. CTTC acknowledges the following Strategic Plan Task Force and subcommittee members for their hard work and dedication: STRATEGIC PLAN TASK FORCE Chair: Mike Gallagher, CityPASS, Inc. Kimberly Adams, Temecula Valley Convention & Visitors Bureau Steve Bone, Huntington Beach Marketing and Visitors Bureau Andy Chapman, North Lake Tahoe Resort Association and North Lake Tahoe Visitors & Convention Bureau Sheldon Duncan, Walt Disney Parks & Resorts Jon Handlery, The Handlery Union Square Hotel Marilyn Hannes, SeaWorld of California Kathy JanegaDykes, Santa Barbara Conference & Visitors Bureau and Film Commission Kerri Verbeke Kapich, San Diego Convention and Visitors Bureau Tom Klein, Rodney Strong Wine Estates Patti MacJennett, LA INC. The Los Angeles Convention and Visitors Bureau Diane Mandeville, Cannery Row Company Julie Maurer, Squaw Valley, USA Howard Pickett, Mammoth Mountain Ski Area Cody Plott, Pebble Beach Company Scott Schneider, Visit Mendocino County Thomas D. See, Universal Studios Hollywood Jeff Senior, Fairmont Hotels & Resorts Don Skeoch, California Academy of Sciences Matt Stiker, San Francisco Travel Association Joe Terzi, San Diego Convention and Visitors Bureau John Wagnon, Heavenly Valley Limited Partnership Bob Warren, Redding Convention & Visitors Bureau
4/2 6
5-Year Strategic Marketing Plan
Fiscal Years 11/12 to 15/16
2011
2012
2013
2014
2015
2016
Acknowledgements
A committee of industry stakeholders contributed their expertise, insight and time to develop this Strategic Marketing Plan (the Brand Enrichment Plan), which will guide the California Travel & Tourism Commission’s (CTTC) efforts over the next five years. The committee appointed various subcommittees to focus on strategies for four core marketing areas that will drive CTTC’s efforts from FY 2011–12 through FY 2015–16: technology and partnership, research, domestic brand communications and international marketing. CTTC acknowledges the following Strategic Plan Task Force and subcommittee members for their hard work and dedication: STRATEGIC PLAN TASK FORCE Chair: Mike Gallagher, CityPASS, Inc. Kimberly Adams, Temecula Valley Convention & Visitors Bureau Steve Bone, Huntington Beach Marketing and Visitors Bureau Andy Chapman, North Lake Tahoe Resort Association and North Lake Tahoe Visitors & Convention Bureau Sheldon Duncan, Walt Disney Parks & Resorts Jon Handlery, The Handlery Union Square Hotel Marilyn Hannes, SeaWorld of California Kathy JanegaDykes, Santa Barbara Conference & Visitors Bureau and Film Commission Kerri Verbeke Kapich, San Diego Convention and Visitors Bureau Tom Klein, Rodney Strong Wine Estates Patti MacJennett, LA INC. The Los Angeles Convention and Visitors Bureau Diane Mandeville, Cannery Row Company Julie Maurer, Squaw Valley, USA Howard Pickett, Mammoth Mountain Ski Area Cody Plott, Pebble Beach Company Scott Schneider, Visit Mendocino County Thomas D. See, Universal Studios Hollywood Jeff Senior, Fairmont Hotels & Resorts Don Skeoch, California Academy of Sciences Matt Stiker, San Francisco Travel Association Joe Terzi, San Diego Convention and Visitors Bureau John Wagnon, Heavenly Valley Limited Partnership Bob Warren, Redding Convention & Visitors Bureau