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Strategic Marketing & Research, Inc. (SMARI) research has shown that CTTC’s layered media and messaging approach is generating greater reach and a stronger impact in terms of travel. For the spring campaign, two-page regional magazine inserts will be appear in a cross-section of publications.
As a measure to address the recessionary climate, CTTC has refined its messaging strategy and creative approach to enhance California’s value proposition of “abundance” – with the most and best of everything all in one place, you can get more out of your one vacation here. The front of each insert will communicate the emotional promise of California’s “abundance,” with the back of each insert focused on the rational reasons to visit now (e.g. calendar of events information, what’s new in California, free stuff to do, deals, etc.).
CTTC will run these inserts in the Western editions of Budget Travel, Conde Nast Traveler, Travel & Leisure, Food & Wine, Gourmet and Smithsonian during April and May - reaching a total circulation of 3.2 million.
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CALIFORNIA – THE LAND OF PLENTY
California can be described as many things – a state where you can see more in a day than you can experience in a week in other places. A place of unmatched beauty and awe-inspiring surroundings. A location marked by abundance. Sure, there’s many ways to describe California. We prefer to call it simply the Land of Plenty.
Click here to see the Domestic Media Plan. |
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