Domestic & International Efforts
In fiscal year 2022/2023, Visit Anaheim Tourism Department focused on trade and consumer efforts to reposition the Anaheim Area destination in the top domestic and international markets as the leading leisure destination in Southern California.
In the domestic market, we focused on integrated co-op
marketing campaigns including direct to consumer offers, influencer partnerships, social media activations, and partnership with trade partners such as AAA, Expedia and Get Away Today and non-traditional partners like the Salt Lake Bees.
This fiscal year, we reentered five of our top international markets starting with Mexico and Canada with our trade and media missions, then reopening our representation offices in Australia and New Zealand and lastly participating in the Visit California trade/media mission to the UK. This strategic approach was taken in alignment with Visit California and Brand USA timing of market reentry.
As we reentered the markets, we developed direct to
consumer programs to help generate exposure to the
destination and room nights to area hotels. These co-op efforts included various partners such as airlines, online travel agencies, wholesalers, consumer and trade
publications, and other trade partners.
In addition, we dedicated efforts to train travel trade professionals, many of them new to their role, through a series of webinars, trade events, online training program and email marketing.
The Tourism efforts will continue to strengthen the domestic and current international feeder markets while reentering Asia specifically Japan, South Korea and China. Our efforts are developed to generate the highest exposure to area
hotels and businesses with the goal to expand the
economic impact generated to the region.
').•*, 1
Visit
Combined Domestic & International Results
236,728 80,884,896 3,770
TOTAL ROOM
NIGHTS
TOTAL
IMPRESSIONS
TOTAL TRAVEL
TRADE
REACHED
New Domestic Luxury Strategy and Campaign Development
Visit Anaheim formed the Luxury Advisory Council (LAC) to define Anaheim's position and marketing strategy among affluent travelers to Anaheim and Orange County.
• LAC members include representatives from Anaheim's five AAA 4-Diamond hotels:
• Disney's Grand Californian Hotel® & Spa
• Disneyland® Hotel
• JW Marriott, Anaheim Resort
The Westin Anaheim Resort
• The Viv Hotel, Anaheim, a Tribute Portfolio™ Hotel
• Visit Anaheim engaged Epiphany Luxury Marketing, and
together with the committee developed and tested four
position statements forAnaheim.
The research and the committee agreed on a concept that will set the foundation for the region's luxury strategy moving forward.
New International Luxury Strategy and Campaign
Development / EDA Grant
A portion of the EDA Grant received through Visit California has been used to develop an international luxury marketing campaign. We have partnered with Virtuoso, an
experienced and well-known company in the luxury space, during FY22/23 for these efforts.
The campaign will target affluent travelers from three
countries, Australia, Canada and Mexico, some of the top international origin markets for our region. The campaign launches in Fall 2023 and will run through April 2024.
This new luxury campaign will build awareness and intent to travel to our destination with the goal of driving leisure business to local luxury hotels and regional restaurants and attractions in Anaheim and Orange County.
The new luxury campaign will be deployed throughout FY23/24 to drive domestic luxury visitors to local hotels and attractions. ^Visit
Trade Tactics & Objectives
TACTICS
Trainings
Webinars
Mission
Client Events
Online Training Program
Product Inclusion in trade programs
Product Development
OBJECTIVES
• Retaining existing relationships and
monitoring for new trade partnerships.
• Trade education through webinars, sales
calls, and participating in key industry
events and programs.
.--*.!','•*•.
i?<rte^
.-•L.-'1
Visit
Consumer Tactics & Objectives
TACTICS
• Co-ops with trade partners (airlines,
operators, and/or Brand USA and Visit
California)
• Co-ops with non-traditional partners
• Integrative Programs
• In Market Activations
OBJECTIVES
• Generate room night production to
Anaheim/Garden Grove Hotels.
• Develop integrative and in-market
activations to position Anaheim as a top-
of-mind leisure vacation destination.
• Leverage Brand USA and Visit California
programs to target the consumer
• Identify partnership opportunity with
Disney
.t.r,.-
t"b^
Visit
Media Tactics & Objectives
TACTICS
• Trade
• Consumer
• Influencers
OBJECTIVES
Forge strategic relationships and inspire
travel and consumer media with Anaheim
content to help identify influencers, fam,
and PR generation opportunities.
^
2022-2023 Consumer Co-ops
July 2022
November 2022
November - December 2022
August - November 2022
October - November 2022
October - DecembeL2022
October 2022 - January 2023
September 2022 - May 2023
January - June 2023
February - April 2023
February - May 2023
July - December 2022
January - July 2023
April 2023
Let's Travel Magazine
WestJet Vacations Instant Savings
Give the Gift of a Vacation Campaign
AAA Fall Campaign
The Hits
Expedia International Co-op
AMA Travel
Expedia Domestica Co-op
Luxury Escapes
Get Away Today Spring Into Savings Campaign
Brand USA Co-op
Hotelbeds
Hotelbeds
Travelweek Canada
New Zealand
Canada
Domestic
Domestic
New Zealand
Canada, Mexico, Australia, UK
Canada
Domestic
Australia
Domestic
Mexico
Canada, Mexico, Australia
Canada, Mexico, Australia
Canada
^t.•^
Visit
WEST;ET«>
ln'.,t,'in! •,,ivingl. '..'.'IP^I Or,inf]r ('ounl'/ hotels ":M
'jjyo 'iJUUwilh.t finnifnuftl 4 nifjht st^y M
•,t.k.cl liDH.km ni,i[ir|i- Cuil.lly. C,i!il;in]i,l.
Self TI ,1 [iriilK iu^tiiK) I ml pi lo linok:
Consumer Programs
WestJet Vacations Instant
Savings
NOVEMBER 2022
• As part of the Canada Sales Mission in November 2022, Visit Anaheim launched an Instant Savings promotion with WestJet Vacations. In this promotion, Canadians could book from participating WestJet Vacations hotels in Anaheim and receive a $300 instant savings off stays of 4 or more nights in the Winter and Spring seasons.
• The campaign ran for two weeks generating
a total of 495 room nights.
^F:
^
r^nl Consumer Programs
[• AAA Fall Campaign
AUG 15, 2022 - NOV 1, 2022
Based on information from partner hotels, the AAA campaign is aimed to generate room nights into Fall travel, specifically the need period of Micf-late August and early
September. Campaign includes August - October inclusion in Westways magazine and Westways / Via digital campaign running August -October.
Campaign Results: 13,150 Impressions
.•-•^'-
^"^
^16 \f^a(t L5 Over
New Zealand
Consumer Programs
Let's Travel Magazine
JULY 2022
Let's Travel Magazine opportunity was the first non-domestic travel content for this NZ publication. In addition to cover art, Visit Anaheim had a 31-page advertorial feature on the return to travel to Anaheim.
Campaign Results: 79,000 Impressions
s"-sr;^
^
USTBNTOWIN
ssK—fym
We've got your chance to win a dream family holiday to Anahelm AND $10,000 CASHI
The prize Includes return flights from Auckland, Wellington or Chrlstchurch to Los Angeles flying Fiji Airwdys for two adults and two children, five nights accommodation at Desert Palms Hotel and Suites Anahelm, 3 Day, 1 Park per day tickets to DlsneyLand and return transfers for four from the airport to hotel and return with Karmel Shuttles. Plus $10,000 cashl
Listen for boarding calls throughout the day on The Hits to go in the draw, All thanks to Visit Anaheim, House onrwel & Fiji Airways, Anaheim California is the Home of the original Dlsneyland and you can get their with houseoftravel.co.nzl Anaheim the home city of the Dlsneyland Resort California Is looking forward to welcoming you to explore and enjoy all things Disney plus excellent dining, shopping and most of all tons of fun.
New Zealand
Consumer Programs
The Hits
OCT 15, 2022 - NOV 18, 2022
The Hits campaign was a collaborative campaign with House of Travel and local radio station to promote a prize package to Anaheim. Campaign included promotion of the prize and listener interaction with Anaheim trivia to qualify for the
program. Content ran during peak drive time over a four-week period.
Campaign Results: 257,914 Impressions
Consumer Programs Expedia Co-ops
DOSV8ESTMC CO-OP
Fall 2022 Campaign
(Sep.1,2022 - Nov. 30, 2022)
Winter 2022/20223 Campaign
(Dec.1,2022 - Feb.28,2023)
Spring 2023 Campaign (Mar. 1 , 2023 - May 31 ,2023)
The Tourism Department led seasonal domestic co-op
campaigns with Expedia Group promoting the destination
targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and
activities.
RESULTS
Domestic Co-ops Totals:
• Impressions: 8,997,794
• Room nights: 73,294
• Hotel Gross Bookings: $1 8,488,137
Consumer Programs Expedia Co-ops
Fall 2022 Campaign
(Sep.1,2022 - Nov. 30, 2022)
Winter 2022/20223 Campaign
(Dec. 1,2022 - Feb.28,2023)
Spring 2023 Campaign (Mar. 1 , 2023 - May 31 ,2023)
The Tourism Department led seasonal domestic co-op
campaigns with Expedia Group promoting the destination
targeting travel intenders from Anaheim's top origin domestic fly and drive markets. These campaigns included banner ads across Expedia Group's owned travel sites and a landing page on Expedia.com featuring participating hotels and
activities.
International Co-op:
• Impressions: 11,311,000
• Room nights: 14,832 room nights
• Hotel Gross Bookings $3,656,000
*• v±
Visit
S^tth Aia^i-P. C* tfotrtia
All Expedia Co-op
Programs Totals
IMPRESSIONSROOM NIGHTS
HOTEL GROSS BOOKINGS
^
-J
^n
^A
—~'<?—^CTir.
flK,.-J<^B!?fe
SJuS^SB
Consumer Programs: Brand USA
Orange County Mexico Campaign
FEB 2023 - iVIAY 2023
Visit Anaheim partnered with Visit Buena Park and Travel Santa Ana on a three-city OC co-op campaign with Brand USA targeting the Mexico market. The purpose of the campaign was to leverage the multi-city partnership to create a larger and more impactful presence. The campaign included inclusion in Brand USA'S interactive travel guide that is promoted digitally in Mexico, display ads, Facebook ads, and inclusion on the Visit the USA Expedia Landing Page promoting hotels which generated 4,071 room nights equating to $893,281 in gross hotel bookings for Anaheim and Garden Grove hotels.
,''vV-.
;fesn
visit
aExpcdio "*.^—..<.
Descubre Orange County
Seleccione ofertas en Orange County
OwwytGf*ndC«y(»wi)to<*l*n . DcutxTrw SL^TI t^HrtixiAJuh» , Aruh«or» Maf mm »*»!*<
USA CONDADO DE GRANGE, CALIFORNIA
EXPLOBCR
^*~T^t "Y^ ^^ ^S^]T'~7 l° hlstiricn esti dn moda en d
^>\t*; riy-^ c°"dallBd8^"lge"
» <
Visit The USA 0
Spunsoiyd ^
^,Listo para descubrir California? Conoce los tugares vacadonales en el Eslado Doiado
See Tiansidtiuu
Trts cludadts, gran Emocldn »i
>arn mor» dlversi6n L»am more SeaWorld !
El CuiKtctdu <J& Cfidfiije fci^peiimfenlri
Consumer Programs: Brand USA
Travelweek Canada
APR 2023 - OCT 2023
Visit Anaheim partnered with Brand USA and
Travelweek Canada on a campaign that promoted
our destination to Travelweek's following of travel
trade professionals in Canada. Part of this
campaign included a landing page on Brand USA'S
microsite, dedicated emails to their network of
Canadian travel professionals and was promoted
throughout Travelweek's owned channels. This
campaign will continue into FY 23/24.
(l»t-,
ft^aS
j;^........
-''•^'^/y
Consumer Programs: Get Away Today
Give the Gift Campaign
NOV 1, 2022 - DEC 31, 2022
Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room night production into Anaheim. Visit Anaheim celebrated 33 years of partnership in 2022/23 with several campaigns aimed at key feeder drive-markets of Western states. Give the Gift of a vacation began in the fall promoting winter and spring travel to Anaheim with a multi-layered approach including social media ads, TV segments and influencer engagement.
Campaign Results:
• 841,885 Impressions
• 830 Packages
• 3,043 Room Nights
CetAw4yTod<i) '. ,'fliuLun
GIVE m GIFT"^
ix
Get Away Today
,1Get Away TodaySavines/GlftCertiricate
EXTRA DAY&NIGHT
INTHEANAHEIM
RESORTAREA
^
Consumer Programs: Get Away Today
Spring into Savings ABC15 Sweepstakes
FEB 27, 2023 - APR 30,
Get Away Today continues to be the Top Producing Domestic Wholesale Operator for tickets and room night production into Anaheim. Visit Anaheim celebrated 33 years of partnership in 2022/23 with several campaigns aimed at key feeder drive-markets of Western states. The Spring into Savings promotion was aimed at Angels Spring Training with an inftuencer event at Spring Training opening week, a sponsorship at Tempe Diablo Stadium and a communication overlay with TV interviews/sweepstakes and special offers for the Arizona market day.
Campaign Results:
• 5,601,214 Impressions
• 1228 Packages
• 4,985 Room Nights
Visit
Consumer Programs: Get Away Today
Spring into Savings ABC15 Sweepstakes
Get Aw<y Today
Plan Your
1/^wti^/
SPRING TRAINING AT TEMPE DIABLO STADIUM
Consumer Programs
AMA Travel
OCT 1, 2022 - JAN 31, 2023
Visit Anaheim partnered with AMA Travel (the travel division of the Alberta Motor Association) in Canada on a co-op
campaign with the goal of inspiring Albertans to travel to Anaheim. This campaign featured dedicated articles on the AMA Travel website, emails to the AMA's membership
database, social media, and a segment on Global News
Edmonton promoting Anaheim packages with AMA Travel.
The campaign resulted in 1 ,086 room nights with an
average length of stay of 5.2 nights.
AllIHE WAYS TO ENJOY THE CUIFORNH SUN IN ANAHEIM
UI. DBINK. *XB BE MERRY »I * NOOnOP B*H
w*
(D lUHNIDtltlUIUM
J>W[IN
(1- IIMhU
fclt)lMI.:l»f«U
^^
WAIK ON SUNSHINE AT ANAHEIM-S OUIDOOR POOLS
Consumer Programs:
Hotelbeds 2022
International Campaign
JUL 1,2022-DEC 31, 2022
Visit Anaheim was featured in a co-op campaign with Visit California to promote the destination targeting travelers from key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave Visit Anaheim featured placement on Hotelbeds site along with targeted links to key search targets.
Campaign Results 2022
• 35,509,659 Impressions
• 69,097 Room Nights
^^
JM
bedsonline
n
Consumer Programs:
Hotelbeds 2023
International Campaign
JAN 25, 2023 - JUL 31,2023
Based on the success of the 2022 Co-op Campaign, Visit Anaheim extended partnership with Visit California and to promote the destination targeting travelers from key international markets: Canada, Mexico, Australia, Germany, and France. This campaign gave Visit Anaheim featured placement on Hotelbeds site along with targeted links to key search targets.
Campaign Results 2023
• 31,575,568 Impressions
• 53,433 Room Nights.-<1''^
^visit
Consumer Programs: Australia Efforts
Luxury Escapes - Brand USA Campaign
15,2023-JUL15,2023
Luxury Escapes are a luxury travel website that has quickly become Australia's premier online destination for luxury holidays at unbeatable prices, with over 600,000 travelers taking a Luxury Escape holiday in 2021 and a combined daily reach of over three- million members.
Luxury Escapes designs tailor-made multi-media campaigns to provide partners with exposure across their various platforms, ensuring they meet their business objectives. They currently promote their partnerships across Australia & New Zealand using daily EDMs delivered to over one-million members, posts to their Facebook following of over 1.5-million
social media users, articles and banners on their digital magazine that receives over 200,000 monthly views and high- quality videos. This co-op with Brand USA, featured Anaheim as a premier destination.
In addition to providing great exposure to a quickly growing audience and new sales channel with a broad reach, launching this campaign prompted Luxury Escapes
to contract with over 1 0 Visit Anaheim •,.:-,;»»„
partners for future package sales.
Beyond Diinoyfand: The Ulllm.lf Guide to /tnahclm
®LUXURYESCAPES
\a^
"*jy^
2022-2023 Sales Missions
Program
Visit Anaheim Mexico Trade & Media Mission
Visit Anaheim Canada Trade & Media Mission
Visit USA Australia
Brand USA B2B Australia
Brand USA B2B New Zealand
Discover America Expo
Visit Anaheim Mexico Trade & Media Mission
Month/Year
SEP 2022
NOV 2022
FEB 2023
FEB 2023
FEB 2023
FEB 2023
JUN 2023
Market
Mexico
Canada
Australia
Australia
New Zealand
New Zealand
Mexico
^i
Visit Anaheim
Trade & Media
Mission Canada
The Tourism Department led our annual Canada Sales
Mission with a delegation of 18 partners including
hotels, theme parks, and transportation companies.
The multi-city sales mission focused on educating
travel agents in-market which is something that is in
strong demand in the market, as well as to develop
and nurture strong relationships with key travel trade
operators. Part of this included a travel trade panel in Edmonton with guest speakers from WestJet
Vacations, AMA Travel, and Travel Brands on the status
of the Canadian Travel Trade.
Delegates also participated in travel agent trade
shows and training presentations in Calgary,
Edmonton and Vancouver. In addition to the travel
agent training, the mission also included VIP
networking reception in Toronto for key trade clients
and media with an update from Visit Anaheim on new
updates to the destination. The sales mission overall
connected delegates with 247 total trade contacts
and included interviews with key trade and consumer
media outlets in market.
Visit Anaheim
Trade & Media
Mission Mexico^8SS ^
The Tourism Department led our annual Mexico Sales
Mission with a delegation of 9 partners. The sales
mission included Mexico City, Guadalajara, and Lean.
Mission components focused on educating the travel
agents which is something that is in strong demand in
the market, as well as to develop and nurture strong
relationships with key travel trade operators. Delegates participated in travel agent trade shows and training
presentations in each of the cities including a special presentation with Aeromexico.
In addition to the travel agent training, delegates also met with key trade operators and product buyers in
1-on-1 appointments and a client lunch with Price
Travel. The sales mission also included events with
key trade, media, and influencers in Mexico City and
Guadalajara with unique concepts. The sales mission
overall connected delegates with 235 total trade
contacts and included interviews with key trade and
consumer media outlets in market.
^-
Mvisit
Visit USA Shows
Australia &
New Zealand
The Tourism Department led a delegation of 10
partners to Australia and New Zealand in conjunction
with the Visit USA Australia Expos and Brand USA NZ
Expo. This mission included Visit Anaheim events in
Brisbane, Sydney and Auckland in addition to B2b
Sessions in Syndey and Auckland. Travel Agent
Education Expo events in Brisbane, Melbourne, Sydney
and Auckland focused on educating many new travel
agents, as well as to develop and nurture strong
relationships with key travel trade operators. Delegates participated in travel agent trade shows and training
presentations in each of the cities including a special media event in Sydney. In addition to the travel agent
training, delegates also met with key trade operators
and product buyers in 1-on-1 appointments and a
Visit California reception in Sydney. The sales
mission also included events with key trade, media,
and influencers. The sales mission overall connected
delegates with 680 total travel agents and trade
contacts and also included coverage from key trade
media Karry-on, Travel Today and Travel Daily.
^•^
^•'^
•«- <'•
visit
FAMS
In fiscal year 2022/2023, the Tourism Department hosted 12 fam groups from 4 key international markets including Canada, Australia, New Zealand, Japan and one domestic group with a total number 143 travel professionals. r. ' - f
ES^.'V,,^^-
nflpU • ^B <^r
ff'^-^.
'• .' I ••• •'• • . ^ -••'
f^^,.'/ ^:\
-^ jl'?lt», •»"s^^
tM
FAMS
Program
Visit California Luxury Forum Post FAM
Nine Honey
Travel Brokers
AMA staff member (self-guided)
Qantas Holidays
Hotelbeds Anaheim Rep Team
Disney 100 Pre-FAM
Visit California Japan HIS Tours
Naomi Larkin FAM
Disney 100 FAM
Travel Advocates
Luxury Escapes
Month/Year
OCT 2022
OCT 2022
NOV 2022
JAN 2023
•fJBMiWcl
JAN 2023
JAN 2023
FEB 2023
FEB 2023
MAR 2023
APR 2023
MAY 2023
Market
Mexico
Australia
New Zealand
Canada
FJIki^l^l
Domestic
Australia/F
Japan
New Zeale
Australia
Australia/NZ
New Zealand
New Zealand
Australia.a
Webinar Trainings
In fiscal year 2022/2023, the Tourism Department
conducted 13 webinar trainings in 6 key international
markets including:
• Mexico
• Australia
• New Zealand
• Korea
• Japan
Reaching a total number of
1015 travel professionals.
Webinars
WEBINAR
Program
Expedia TAAP
Destination Dispatch
Brand USA Australia
HelloWorld New Zealand
Viajes Marplay Webinar
Travel Design Webinar
CA STAR Training Seminar
Club CA Japan Q1
Club CA Japan Q2
La Tienda del Viaje Webinar
Viajes LeG rand
The Life Experience
Club CA Korea Q3
Month/Year
OCT 2022
OCT 2022
OCT 2022
NOV 2022
FEB 2023
FEB 2023
JAN 2023
MAY 2023
MAY 2023
MAY 2023
JUN 2023
Market
New Zealand
Student/Group
Australia
New Zealand
Mexico
Mexico
Korea
JAN-MAR 2023 Japan
APR-JUN 2023 Japan
Mexico
Mexico
Mexico
South Korea
^
Trade Show/Events
Viist California Mexico Trade Retreat JAN 2023
SYTA Summit JAN 2023
Viist California Canada Trade Retreat APR 2023
California Cup 2023 APR 2023
IPW 2023 MAY 2023
Mexico
Domestic
Canada
APR 24 - 26.2023^^
Canada
Visit Anaheim was represented at Visit California's Canada Trade Mission with a new format which focused on relationship building with 20 key trade attendees. This year's retreat included one on one appointments with key Canadian buyers and airlines including Air Canada, Air Canada Vacations, TravelBrands, AMA Travel, Air Transat, Porter Airlines, and more. As the need for travel agent training continues to be a significant need in the market, the mission also included a travel agent training session for agents in the Niagara/Toronto region to educate on California destinations and product.
Trade Show/Events
JAN 24 - 26, 2023
Mexico
Visit Anaheim was represented at Visit California's Mexico Trade Mission with a new format which focused on relationship building with 25 key trade attendees and included travel agent training for agents in the Guanajuato and Queretaro region. This year's mission included one on one appointments with key Mexican buyers including Price Travel, Despegar, Dream Destinations, Travel Shop, and more. ^
SYTA Annual Conference August 2022,
SYTA Summit January 2023
In response to Partner feedback requesting a stronger
destination message for the Student Youth Travel
Association, Visit Anaheim created a Student Travel
Resources Landing Page and took appointments with
over 70 Student Travel Professionals in Washington
D.C. An Anaheim reception was coordinated with
operators who frequent Southern California and the
Anaheim Partner delegation. In discussions with the
SYTA leadership, Visit Anaheim secured sponsorship to
host the SYTA Summit in Anaheim.
,t
Visit Anaheim was a destination spotlight sponsor of
the SYTA Summit which was held at Disney's Grand
Californian Hotel & Spa. The SYTA Summit was an
educational and networking event for the student youth
travel market. Visit Anaheim organized a luncheon at
the House of Blues where 128 SYTA Summit attendees
networked with 26 Visit Anaheim partners representing
hotels and attractions followed by a sneak peek of
ocVBE and more networking at the Honda Center.
^•-
A~f» :
visit
California Cup
Visit Anaheim participated in a 4-Day golf & networking event with Visit California, Visit Huntington Beach and 38 international travel professionals. Participants were paired up with key professionals based on requested
markets and competed as part of a designated
team. Over the four days, participants were able to
spend quality time in discussion with their foursome
which rotated each event. In all 38 facilitated meetings took place with representatives from Australia, Canada, Mexico, South Korea and Japan. Evening events were
sponsored by South Coast Plaza and Pacific City
showing off some amazing southern California
destinations. Visit Anaheim contributed a prize package which was raffled off to raise over $1500 for the CA Cup designated charity. Conversations with Delta airlines
and Marjorie Dewey advancing the S. Korea / Japan
Visit Anaheim sales mission and meetings with Travel
Advocates and AMA travel were highlights.
^y%
-y"
-" F
.1*^
" uii
»B <-e- V,
^
IPW 2023
MAY 20-24, 2023
Visit Anaheim attended IPW, the leading inbound travel trade show, which is organized by the US Travel Association. This year's tradeshow was in San Antonio where Visit Anaheim had a prominent island booth for the first time. Over 30 Visit Anaheim partner companies were in attendance with seven partners in the Visit Anaheim booth. The Tourism Department conducted over 130 appointments and with buyers from
domestic and international markets with the goal of generating future business, develop/continue working relationships with key operators, prospect co-op marketing initiatives to drive bookings, and connecting buyers with Anaheim product for contracting. By participating at IPW now, Visit Anaheim and area partners are expected to see business developed from IPW come to fruition over the next couple of years.
2022-2023 Tourism Program Results
236,728 80,884,896 3,770
TOTAL ROOM
NIGHTS
i-'SS^ M_.!;fe;^*'^»; ^--—'••l.^/-
iBaM^—5iBiiiW!SSii~^3
TOTAL
IMPRESSIONS
TOTAL TRAVEL
TRADE REACHED
265188158
The 2024 Tourism strategy will focus on the following:
• Full integration in consumer and trade efforts with media and influencer partnerships.
• Leverage new Visit Anaheim campaign message in key tier-1 markets (Domestic, Canada, Mexico, Australia and New Zealand).
• Alignment with Visit California and Brand USA programs in key international markets.
• Develop programs to target and reach new domestic markets. • Rebuild destination presence in Asia.
Consumer efforts will be deployed in the domestic and international markets including co-ops with trade partners, non-traditional partners, integrative programs and in-market activations incorporating a call-to- action to help amplify reach and maximize results. The new Here We Go campaign will be used to generate renewed interest and develop new opportunities through diverse messaging.
Domestic efforts will include ongoing multilayer programs and partnerships at MLB Spring Training and Salt Lake Bees affiliated with the Anaheim Angels. New partnerships in the Las Vegas and Texas markets will be developed to leverage the direct air service to SNA, We will align with partner initiatives to expand our reach and generate incremental visitation.
New key International initiatives for Canada include the NHL's Edmonton Oilers and Vancouver Canucks. Our tier-1 markets include Canada, Mexico, Australia and New Zealand with consumer efforts supported by our international representation. Representation in both Canada and the United Kingdom will be evaluated.
We will continue to work with Brand USA and Visit California to ensure our efforts are aligned in each of our tier-one markets. We will participate in their direct-to-consumer initiatives through co-ops and multi-channel programs and we will expand to tier-2 markets such as UK, Japan, South Korea and China. Beyond consumer efforts with Brand USA and Visit California, we will participate in their turn-key programs including sales mission, client events and the California Star Program for travel trade outreach.
All consumer and trade efforts (either organized by Visit Anaheim or participating through industry trade partners), are in place to serve as an extension of our partners' sales and marketing teams. Our guiding principle is to develop and leverage destination initiatives that our partners cannot develop by themselves and help amplify their reach and the results for a larger economic impact to the Anaheim area via room-night conversion.