GETTING YOUR SHARE OF THE FOREIGN TRAVEL MARKET •*3»«E^!^ #w • • * H CHI* Z: A™3/^ "America. Catch the Spirit." - arrive in the United States in 1986, spending $15 billion on goods and services, supporting over 300,000 jobs and generating $1.7 billion in tax revenues for federal, state and local governments. While here, the average foreign visitor will spend four times as much as the average domestic traveler. What will be your share of this enormous market? If you are not now advertising to consumers abroad, or if you would like to enhance the effectiveness of your current program, you will want to participate in the United States Travel and Tourism Administration's 1986-87 cooperative advertising venture. Because of the unique impact of seeing several related ads in a coordinated package, cooperative advertising offers you a highly effective way to increase consumer awareness of your product and enlarge your portion of the lucrative international travel market— at no increase in cost over a normal ad insertion. Every segment of the tourism industry can profit from cooperative advertising: state and local governments, all types of transportation, hospitality services, attractions, credit card companies. States aggressively promoting foreign tourism can greatly increase their shares of international tourism receipts. Recent figures show that foreign visitors provided 33 percent of Hawaii's total tourism earnings, 14 percent of Florida's and 8 to 10 percent of tourism revenues of New York, Arizona and Texas. Examine the variety of cooperative advertising plans in this booklet. Consider their important advantages: expanded audiences for your message, increased credibility and ad retention, research in the actual marketplace, complete coupon fulfillment services, and many difficult details handled for you by USTTA. USTTA invites you to join us and other cooperating advertisers in this promising— and profitable- international venture. USTTA Cooperative Advertising "Cooperative advertising" is a general term for an agreement by several advertisers to place ads in the same issues of selected publications to increase their visibility in pursuit of a shared marketing objective. Each partner normally prepares and pays for its own individual advertisement, and the ads are then grouped for maximum impact within the publication. All of the cooperative advertising strategies described in this brochure have been used successfully by U.S. advertisers in recent months to attract international travelers to the United States. Cooperative promotional techniques are particularly effective in tourism marketing because the "product" being sold is never a single-item purchase such as a refrigerator or television: It always consists of a group of related components— a destination, a means of getting there, lodging and dining and enjoyable things to do. Advertising terminology for the types of cooperative advertising can differ according to user; what some advertisers call tandem advertising others may call joint or cluster advertising. The terms below are defined as they have been used in this brochure. Travel Inserts and Supplements: A sequence of pages dedicated to the United States and shared by many advertisers. These may be bound in as an integral part of a publication, or merely inserted in selected newspapers and magazines. See page 5. Tandem Advertising: A planned placement of individual signed ads by different advertisers in the same issue of a selected publication. See page 6. Joint Cooperative Advertising: A single advertisement for two or more closely related travel components. See page 6. Newspaper Travel Sections: A bazaar of products, featuring major target destinations. This type of cooperative advertising has special appeal for smaller properties and attractions. See page 8. Advertorial Advertising: An attractive editorial format created by a publisher as an advertising vehicle to promote related areas or attractions. See page 10. This ad premiered in Germany in December of 1985 as one of the first in the "America. Catch the Spirit. " advertising campaign. It features text in the local language and the slogan in English. U. S. Depository Copy USTTA's Cooperative Test Program in Germany The decision to mount a major 1986 consumer advertising program was made in late 1984 based on a worldwide survey of consumer attitudes, perceptions and preferences. Using the N.W. Ayer Developmental Labs technique of consumer focus groups in nine locations in Europe, Canada, Mexico, Japan and Australia, the central theme "America. Catch the Spirit" was developed as an umbrella slogan for the entire United States. This theme, not limited to any single area or activity, embraces the uniqueness and unrivaled diversity of the American tourism offering— the striking contrasts which the visitor finds here and the amazing variety of our touristic attractions. Since so broad and challenging a concept could not be projected in advertising in many major markets within available budgets, a test program was conducted in a single large market. Other public and private organizations interested in testing a deeper penetration of tourism opportunities abroad were invited to participate. Germany was selected as the target market because it was moderately large and highly competitive, had a strong economy, and as a non-English-speaking country, would effectively test the workability of a universal English language headline expressing the American character. The acceptance of the German test program by U.S. travel industry suppliers and destinations suggests that this type of campaign should be repeated in Germany and extended to other world markets. Cooperating Partners — Germany Airlines American Airlines Northwest Orient Airlines Pan American World Airways Delta Airlines Lufthansa German Airlines Piedmont Airlines Trans World Airlines States/Cities/Regions Florida Hawaii Arizona Arkansas Kansas Missouri Louisiana Oklahoma Colorado New Mexico Wyoming Utah Virginia Philadelphia Convention and Visitors Bureau Greater Los Angeles Visitors and Conven- tion Bureau Hilton Hotels Corporation Hyatt Hotels Corporation Best Western International Tour Operators Air Tours International DER-Deutsches Reisebuero NOVA Reisen Schwaben International Attractions Walt Disney World Rental Cars Avis Rent-A-Car Hertz Corporation National Car Rental Rail Line Amtrak Travel Services American Express M n$ia m i n Travel Inserts and Supplements As an individual advertiser paying card rate in run-of-paper or regular daily or weekly travel sections, you may find yourself unnecessarily head-to-head with powerful foreign competitors selling similar features of comparable products. When you advertise in a special section or publication supplement devoted exclusively to U.S. destinations and services, you share in and capitalize on the unique characteristics of the U.S. tourism product— the striking contrasts and unique diversity of the American scene. Sixteen and 24-page inserts dedicated exclusively to the U.S. as a destination appeared in Bunte magazine (circulation 1, 172,000) , and Frankfurter Allgemeine Zeitung and Zeit newspaper magazines (combined circulation 744,200) . )„Catch this Flight." v irginia is for Lovers. V Und ^^ Pan Am bringt Tandem Advertising Tandem advertising creates a strong collective identity for the entire United States or tor a selected target region, a seasonal activity such as beach holidays or skiing, or other travel motivation. In this example, the United States Travel and Tourism Administration created a colorful advertisement presenting the entire United States as a unique destination with an endless variety of scenic attractions. Transportation services, hotel networks, major theme parks and attractions with nationwide resources joined USTTA in placing their own ads in the same issues of several carefully selected foreign magazines for this major 1986 marketing campaign. The American Airlines-Avis ad shown here is a joint cooperative advertisement representing an agreement between two advertisers to share ad space, using a theme appropriate to both advertisers' offerings. Each advertiser paid for its own advertisement and enjoyed the synergistic value of being part of an overall campaign marketing the United States in competition with other tourism- receiving nations. To further amplify the impact of this coordinated effort, each advertiser was encouraged to display the unifying theme line, "America. Catch the Spirit." This two-page spread was the leading ad in USTTA 's 1986 campaign introducing the theme "America. Catch the Spirit" to German consumers. Key publications used were Stern (circulation 1.5 million) and Spiegel (920,000). Other leading publications, less expensive per placement but with highly targeted travel readership, included GEO (circulation 490,000) , Capital (300,000) andMerian (185,000). ifoerfa. ***<*&£ 1/Z %ice ■ .- . .- - tinch. '****Pa 7l4s u, e *Yo, H -2o h * . / Newspaper Travel Sections Canadian newspapers, like those in major U.S. cities, commonly publish separate travel advertising sections in their Sunday editions, and occasionally in daily editions as well. This practice is rarely used in other countries. To arrange a special USA travel section like that shown here, USTTA encourages a newspaper publisher to plan a "special issue" exclusively devoted to travel advertising for U.S. destinations and related transportation services. The travel section may feature the U.S. as a whole, specifically target a particular region, such as Sun Country, the Pacific Northwest, or the Great Lakes, or feature a specialized or seasonal activity or attraction like skiing, national parks, summer beaches, or winter vacations-in-the-sun. This technique creates an attractive mix for many advertisers: a series of related destinations, attractions and services, and air and surface carriers. This medium is also especially suitable for small properties and services which normally cannot afford to buy large newspaper space units or pages in high-cost magazines. USTTA's 1984 and 1985 Canadian marketing programs included special fall sections in the Toronto Star (circulation 518,000) . In the November 19, 1985, issue shown here, one U.S. advertiser purchased a two-page spread, three U.S. advertisers purchased full-page units; the remaining advertisers purchased space ranging from over one-half page to single-column units. These and other advertisers participated in the fall 1985 Toronto Star campaign: Hotels/Resorts Best Western International Holiday Inn Days Inn Hotel Inter-Continental Howard Johnson Hotels and Lodges Hollywood Beach Hilton Florida Sheraton La Costa The Wigwam Rea Residential Hotel Marco Polo Palm Beach Plaza Beach Harbor Hotel Irelands Inn Travel Lodge at Disney World Kenilworth Lodge Konover Hotel Viscount Hotel Chateau /Thunderbird Pirates Crossing Seaquest Condominiums Palm Beach Ocean Hotel La Brisa Motor Inn Dunes of Panama City Realty, Inc. Condo World, Inc. Airlines American Airlines U.S. Air Air Canada Eastern Airlines Wardair Arrow Air States/Cities/Regions Texas Alabama Louisiana Palm Springs Florida Georgia South Carolina Surfside Tourist Board Hollywood (Florida) Chamber of Commerce Palm Beach Fort Lauderdale Monroe County Pinellas County Greater Miami Visitors and Convention Bureau Broward County Greater Los Angeles Visitors and Convention Bureau Jekyll Island Myrtle Beach Corpus Christi Dallas Convention and Visitors Bureau South Padre Island San Antonio Panama City Beach Palm Springs Attractions Walt Disney World Seaworld of Florida Busch Gardens Harder Hall Golf School NASA Space Port USA Medieval Times Cruise Line Royal Caribbean Cruise Lines Tour Operators Goway Travel Conquest Tours Thomson Vacations Treasure Tours Sunquest Vacations CP Air Holidays Rental Cars Dollar Rent-A-Car Budget Rent-A-Car Executive Rent-A-Car Thrifty Rent-A-Car Value Rent-A-Car Cruise America Snappy Car Rental Alamo Rent-A-Car v. tVve Advertorial Advertising The advertorial technique attractively combines the marketing value of full-page advertising with the credibility of editorial content. It has strong appeal and high readership, as well as a greater retention rate. Since many readers are unaware that advertorial copy is advertising, they read— and absorb— it as they would other features of the host publication. Advertorial material is prepared in a style compatible with that of the host publication. Individual advertisers provide or choose illustrations and draft text, while the publisher retains overall editorial and graphic control. Each advertiser receives equal coverage for equal cost, and the coordinated, magazine format encourages the reader to peruse and compare offerings rather than skip and skim through a series of unrelated advertisements. The advertorial section may be permanently bound into the host publication, or may be a "pullout" booklet for the reader to remove and save for future vacation planning. As shown here, the advertorial insert may be used simultaneously in several publications for maximum market impact. Additional quantities of these booklets can be produced for complementary uses— in mailings, as fulfillment pieces for couponed advertising, and for distribution to the retail trade at travel shows, meetings and seminars. The advertorial style works best with a regional or other theme, and is a very attractive advertising technique for states and travel associations in a geographic area, or individual communities and attractions in a major tourism destination. In this example of the advertorial technique, each participant (those shown, plus Los Angeles, South Dakota, Reno and Idaho) had two full pages devoted to its destination. The campaign ran in three Canadian magazines: Westworld (circulation 657,000), Western Living (circulation 244,000) and Vancouver (circulation 81,000). Consumer Response and Coupon Measurement Using coupons in travel advertising provides a quick and easy way to measure and analyze consumer interest. USTTA encourages all cooperative advertisers to coupon their ads. In the United Kingdom and Canada, "bingo cards," where the reader checks off one or more boxes for information, have produced high response rates. For advertisers without sales offices in target markets, USTTA can arrange coupon or bingo card fulfillment at cost through our mailing house contractor. The key to a successful couponing program is the offer of an attractive free "product"— a colorful folder or information booklet in the local language providing more information about your special offerings. For our own advertisements, USTTA offers a full-color, 8V2 inch by 1 1 inch Holiday Planner on the United States, as well as colorful pocket-size brochures on 12 major U.S. regions, translated into the languages of targeted markets. (See pages 18 and 19.) USTTA will also mail these brochures, on request, as coupon fulfillment pieces for states or regions interested in participating in cooperative advertising programs but currently without their own brochures in the local language. USTTA can also provide, at nominal cost, a summary of inquiries from prospective visitors interested in the state or region. USTTA's market research periodically evaluates how cooperative advertising programs have affected readers: whether the ads influenced them to travel, the length of the trips they took, and how much they spent on their trips. Results of the study covering the year October 1, 1984, through September 30, 1985, will be published in late 1 In 1986, these U.S. and U.K. travel advertisers took ads in the Sunday Times and Radio Times insert: States/Cities/Regions Pinellas Sun Coast Massachusetts Port Authority Metro Dade County Department of Tourism Philadelphia Convention and Visitors Bureau Pennsylvania Bureau of Travel Development Cruise Line Norwegian Cruise Lines Tour Operators Trekamerica Kuoni Travel Jetsave Jetset North American Travel Center Publisher Discovery Press Rental Cars Multilingual Travel Facilitation Service Hata International Airlines Trans World Airlines British Airways World Airways Northwest Orient Airlines Pan American World Airways Ozark Airlines Republic Airlines Hotels Hilton Hotels Best Western International Quality International Howard Johnson Hotels and Lodges RepublicAirlines ^-^ffiSSSS"-"--** * rmo,,on - 8 .A\amocarhite ^J „ rn 16. Pan Am r— 1 -n Discover \ Miami fl 11Bes LJ .(Ma**** ' s r=\«. North** 1 \_J } TWA c Greater Ivuan ond the Beaches u- - ^ Norlhwe st 6 . jetsave \__J Orient XTrek America The Un.ted States Mew England U .....^Adm.nistra^does, 14. New 1 „r>r) Tourism Travel and i°" 3 , endorse any P^' THE SUNDAY! timi |ga: zme {MS * * This supplement, which appeared in early 1986 as a special insert in the London Sunday Times (circulation 1 million) and the weekly television and radio magazine, Radio Times (circulation 4 million) , effectively used the "bingo card" method of couponing. In 1985, a similar eight-page insert section in the Radio Times, with several ad units as small as one-eighth page, drew 55,250 requests for 22 1, 830 pieces of information. Consumer response brought some interesting surprises — a single one-eighth page ad offering low-price tours to the USA, for example, drew 23,434 inquiries. Independent follow-up research and analysis indicated that responses were of a high quality and indicated genuine interest, finding 73 percent of respondents very likely to travel to the U.S. in the next five years and 18 percent very likely to visit this year. Ads featuring sample prices or value for money spent received the most inquiries. Gitthis xnuchon America^ m carieffia 1 - ^RDABLtl-SA Cooperative Opportunities In Other Markets Abroad France: A variation on the advertorial style of cooperative advertising appeared in 1985 and 1986 in L' Express and Figaro, two major French publications. Editorial material provided by the publisher was integrated with individual advertisements, including half- and one-third-page units. Mexico: Cooperating industry partners joined USTTA in a small pilot program in 1985, and current plans involve a series of joint ventures, including a campaign in selected newspapers featuring the Texas Sesquicentennial. An advertorial campaign planned to support Sun-Belt travel features from Florida to California will appear in Selecciones, the Spanish-language edition of Reader's Digest. Japan: Three major national cooperative advertising campaigns are planned in Japan, variously featuring U.S. national parks, travel for honeymoon couples, and a program for business people on holiday. Australia: Several cooperative projects are being featured in travel trade and consumer publications. Projects in New Zealand are being explored. Italy and the Netherlands: Two new USTTA regional offices- Milan and Amsterdam— were opened in 1985. Their regional directors are working with local "Visit USA" committees to develop cooperative advertising pilot programs in these markets. This 12-page "pullout" insert appeared in France's Le Figaro on November 2, 1985. A total of 20 advertisers participated, several using full pages in color, with local tour operators and others using units as small as one-eighth page. As shown at far right, the publisher provided editorial support with illustrations and an introductory article, "Coup de Foudre, " by a well-known travel writer. 4? rtfCtt This insert cover used the "America. Catch the Spirit." slogan with a Statue of Liberty theme. ou les vacances commencent, et ne s'arretent jamais... VwJHjf^ j.^^-V.* Miami et ses plages, jamais vous n'oubfiemez !_ New Poster Series To encourage foreign visitors to come to the United States, USTTA has produced a colorful new series of posters to illustrate the dynamic appeal of this country's attractions— the monumental images of great cities, the thrill of sports on snow and surf, the excitement of the Old West, the beauty of our coastlines, the invitation of our islands and the friendliness of our people. These posters will reinforce the basic theme of our cooperative advertising at the point of sale— in the offices of retail travel agents and airlines, and in tie-ins with department store travel-product merchandising. Informational Brochures New in 1985, this series of 12 regional brochures provides trip planning information on all 50 states, the nation's capital and the U.S. Pacific and Caribbean island territories. Each pocket-size brochure is divided and indexed by individual states, and highlights major cities, resort areas, activities and attractions. Detailed maps are included for locating key areas and principal highways. Brochures like these, translated into the language of the target market country, are critical to our response service abroad for prospective visitors. Our in-country offices also use them in training programs for the wholesale and retail travel trade, and can mail them, on request, as fulfillment pieces for states and regions participating in the USTTA cooperative advertising program but currently without their own brochures in the language of the target market. States, cities, other destinations and suppliers are encouraged to provide USTTA's overseas offices with their own more detailed booklets and brochures, which USTTA will then distribute in response to specific requests. In most markets abroad USTTA also offers additional information on specialized travel, such as that by the handicapped. #*# Holiday Planner The 32-page booklet illustrated here was designed as the fulfillment piece for coupon requests in Germany. An abbreviated and motivational composite of the 12 informational brochures on the previous page, it is organized by regions and states, and refers the reader to the USTTA brochure series for more detailed information. In 1986, the Holiday Planner will be available in English for use in the United Kingdom and Australia, and in French, Japanese, and Dutch to support the cooperative advertising planned in those countries for the fall and winter of 1986. Other Resources Market Review: Each year the United States Travel and Tourism Administration publishes a Review of the International Tourism Market for the United States, which includes actual and forecast arrival data for 10 major international markets. For copies of this publication, please call or write USTTA, Attn. Marketing, Rm. 1862, Washington, DC 20230, (202) 377-4752. In-Flight Research: Valuable marketing planning data are also available through USTTA's quarterly In-Flight Survey of International Air Travelers. This report provides information on the characteristics and travel patterns of foreign visitors, with profiles by country of residence and U.S. destination region. These data can guide your selection of target markets of greatest importance and development of promotional messages and travel packages. For information on ordering the In-Flight Survey, call or write USTTA, Attn. Office of Research, Rm. 1516, Washington, DC 20230, (202) 377-4028. U.S. Travel and Tourism Administration Headquarters U.S. Travel and Tourism Administration Richard L. Seely, Assistant Secretary for Tourism Marketing T. Bernard Slattery, Cooperative Advertising Coordinator Rm. 1862 Washington, DC 20230 (202) 377-4752 USTTA Regional Offices William Tolson, Director, USTTA Suite 916 Richmond-Adelaide Centre 120 Adelaide Street, West Toronto, Ontario, M5H 1T1 CANADA Telephone: (416) 364-0723 Thomas Quinn, Director, USTTA 4 Cliff Street Milsons Point, NSW 2061 Sydney, AUSTRALIA Telephone: 011-61-2-957-4144 Telex: 27619 USIMC William Tappe, Director, USTTA 23 Place Vendome 75001 Paris FRANCE Telephone: 01 1-331-42-60-0066 Telex: 240633 F USTTAPAR Peter Bohen, Director, USTTA Bethmannstrasse 56 6000 Frankfurt /Main WEST GERMANY Telephone: 01 1-49-69-29-521 1 Telex: 412540 USTTA D Fritz Schmitz, Director, USTTA Kokusai Building 3-1-1, Marunouchi Chiyoda-ku Tokyo, 100 JAPAN Telephone: 011-81-3-212-2424 Telex: J 32432 Richard Blom, Director, USTTA Edificio Plaza Comermex, 402 Blvd. M. Avila Camacho #1 Colonia Polanco Chapultepec 11560 MEXICO, D.F. Telephone: (905) 520-2244 Telex: 1772218 USTS ME Margaret "B" Corkery, Director, USTTA American Consulate General Museumplein 19 Amsterdam, 0171 DJ NETHERLANDS Telephone: 011-31-20-790-321 Telex: 044 16176 CGUSA NL Carol Ross, Director, USTTA American Consulate General Via Gattamelata 5 20149 Milano, ITALY Telephone: 011-392-469-6451 Telex: 330208 USIMC-1 Vito Passemante, Director, USTTA 22 Sackville Street London W1X2EA UNITED KINGDOM Telephone: 01 1-441-439-7433 Telex: 25227 USTTA K For more detailed technical information on cooperative advertising mechanical requirements, graphic standards for use of the slogan, "America. Catch the Spirit.", or pricing and billing information, contact USTTA in Washington, DC, or the USTTA regional director in the target market. ■_ PENN STATE UNIVERSITY LIBRARIES AD00D7CHL|2flDLi U.S. DEPARTMENT OF COMMERCE United States Travel and Tourism Administration This booklet is published by the United States Travel and Tourism Administration of the United States Department of Commerce. The U.S. Government does not endorse any individual property, service or business mentioned or pictured.