L.A. Tourism at Work - June 2018

INTERNATIONAL TRAVEL TRADE FAMS, TRADE SHOWS & EVENTS

2018 IPW


L.A. Tourism’s Travel Trade team met with one-on-one with more than 200 tour operators, wholesalers, MICE buyers and receptive operators from international and domestic markets at the 50th annual IPW in Denver. Staff highlighted new Los Angeles developments and promoted new destination itineraries with the trade reps. In partnership with BrandUSA, L.A. Tourism also co-hosted a breakfast for buyers from China as well as co-hosted a IGLTA Foundation Pride event for IPW delegates in partnership with Destination DC, NYC & Company and San Francisco Travel. More than 6,000 delegates from 70 countries attended IPW this year.

Pleasant Holidays Training


L.A. Tourism’s Regional Director of U.S. & Canada Tamy Martelli and Destination Sales Director of Westside/Luxury Tiffany Deang conducted a series of 20-minute trainings at Pleasant Holidays headquarters in Westlake Village. More than 45 managers, reservation and group agents received new updates on Los Angeles including hotels, attractions, LAX’s modernization as well as information on L.A. Insider, the new online specialist training program.

Club California in Fukuoka


In partnership with Visit California – Japan, L.A. Tourism’s Japan representative Emiko Morimoto participated in the year’s 4th Club California event at Fukuoka’s With the Style on May 11, 2018. With the event’s primary theme highlighting “Girls Trips,” Emiko shared destination updates and showcased only-in-L.A. offerings that fir the young female traveler including ROW DTLA, Angel’s Flight, Westfield Century City, Mama Shelter, The Broad, LACMA, and the Grove, among others. New hotel product was also highlighted including Hotel Indigo, Dream Hollywood, Freehand LA as well as updates on LAX’s modernization.

HIS Roppongi Seminar


L.A. Tourism’s Japan representative Emiko Morimoto conducted a 30-minute training seminar for sales staff at HIS Roppongi Branch on May 15, 2018 where she shared the latest destination news and developments. She delivered beverages from Alfred Tea Room to the staff to help familiarize the current L.A. trends. HIS is one of the biggest tour operators in Japan.

Kanku Tabihaku at KIX
Japan rep Emiko Morimoto participated in the 2018 Kanku Tabihaku event at Kansai Airport from May 19 –20, 2018. The 14th annual consumer event is free and is organized by Kansai Airports, the operating company for the two Kansai area airports (KIX and ITM). At the L.A. Tourism booth, she distributed Japanese-language L.A. visitor guides and maps as well as marketing collateral for the new King Tut exhibit at California Science Center.

NTA Shinjuku Seminar


Japan rep Emiko Morimoto conducted a one-hour training seminar for sales staff at Nippon Travel Agency’s Shinjuku branch, the largest branch office among NTA’s retail agencies, on May 23, 2018. She delivered Blue Bottle Coffee for staff to share the latest L.A. trends. Her presentation showcased the latest destination updates and developments, LAX’s modernization, L.A. attractions and new hotels across the five regions. NTA is one of the leading tour operators in Japan.

Etihad Airways Campaign
L.A. Tourism’s Middle East office signed a joint marketing agreement with Etihad Airways to promote the destination in the Middle East. The agreement consists of four activities which include:
-    Digital marketing campaign to promote L.A. from May 1—14, 2018
-    Trade incentive emailer sent to major travel trade agents in Saudi Arabia to incentivize bookings to Los Angeles (July/August)
-    Riyadh trade workshop organized with Etihad Airways to showcase Los Angeles to over 70 travel trade in Riyadh, Saudi Arabia (September)
-    FAM trip to Los Angeles where seven travel trade from Saudi Arabia will be invited to participate

Discover America Workshop


L.A. Tourism’s Scandinavia rep Johnny Gardsäter met with 30 travel agents at the Discover America Workshop in Jönköping Sweden on May 14, 2018. The agents received information about the latest destination happenings as well as why LAX is the premier gateway to not only Los Angeles, but all of Southern California. Johnny also encouraged the group to complete the L.A. Insider training modules.

L.A. Tourism in France


L.A. Tourism’s France rep Murielle Nouchy attended a Delta Airlines launch event on May 24, 2018 for their two new direct routes from Aéroport de Paris-Charles-de-Gaulle (CDG) to the U.S., one of which is 3x weekly to LAX Airport. Murielle met Beatrice de Rottalier, sales manager – France at Delta and Shane Spyak, vice president – sales, EMEAI at Delta to discuss future opportunities.  

ILTM Asia Pacific


L.A. Tourism’s Australia Office exhibited at the annual ILTM (International Luxury Travel Market) Asia Pacific trade show at Marina Bay Sands in Singapore from May 21-24, 2018. A four-day show that is dedicated to luxury travel, ILTM attracted 500 invite-only luxury travel buyers from the Asia Pacific region with strong attendance from Australia, New Zealand, India and Singapore. Staff conducted 60 one-on-one meetings, sharing the latest information on L.A.’s luxury hotels, LAX’s modernization, as well as unique activities fit for luxury clients. New luxury hotel NoMad LA joined the L.A. Tourism booth at ILTM.

Virtuoso Destinations Week in Australia


L.A. Tourism’s Australia office participated in a sales mission during Virtuoso Destinations Week in Brisbane, Sydney and Melbourne from May 14-17, 2018. The annual event attracted over 300 travel agent members of the global luxury travel consortia group, Virtuoso. Staff conducted speed-dating style training sessions with Virtuoso travel agents across four B2B sessions while providing up-to-date information on L.A.’s 18 Virtuoso hotels. L.A. Tourism Members including Intercontinental Century City at Beverly Hills, Montage Beverly Hills and Universal Studios Hollywood kindly donated travel prizes as part of the sales mission program.

American Essentials Film Festival


In partnership with American Airlines, L.A. Tourism co-sponsored the 2018 American Essentials Film Festival in Australia from May 7-21, 2018.The consumer film festival took place at Palace Cinemas in Sydney, Brisbane, Melbourne and Canberra, showcasing 22 of the best American independent films from the LA Film, Toronto, Sundance and SXSW festivals. The program also included a film retrospective entitled “Postcards from L.A.” with five iconic Los Angeles films including classics like Chinatown, Shampoo and Heat.

Through their sponsorship, L.A. Tourism ran advertising through Palace Cinema’s network as well as digital and print advertising with co-sponsor American Airlines throughout the festival. Staff entertained 45 key trade and media partners across the festival’s opening nights with a ticket giveaway promotion for travel agents who recently completed the L.A. Insider online training module.

Visit USA Australia Regional Travel Expos


L.A. Tourism’s Australia office participated in the annual Visit USA Regional Travel Expos in Canberra and Wollongong (two cities that use Sydney-LAX air route) from May 1-2, 2018. Staff trained 80 travel agents during the two seminars, sharing the latest destination updates including LAX’s modernization, L.A.’s new hotels and top selling attractions/tours.  

L.A. Insider in Australia & New Zealand

L.A. Tourism launched its new online training platform LA Insider to travel agents in Australia and New Zealand on May 1, 2018. Staff partnered with leading trade media partners at Karry On, Travel Daily and Travel Today NZ to promote the new program with a launch incentive of winning a $25 gift card. Top trade partners received L.A.-themed cookies during the launch. To date, more than 350 travel agents have registered for the online learning platform.

L.A. Tourism in China

BrandUSA Trainings
From May 2-11, 2018, L.A. Tourism’s Shanghai office conducted trainings for 400 trade professionals in Hangzhou and Shanghai as organized by BrandUSA. Staff highlighted China-LAX direct air service, LAX's modernization, shopping and the Private Suite as well as L.A. Mini Products/Packages to develop more themed products. L.A.’s social media accounts across platforms including L.A. Angels Academy 2.0, WeChat were also showcased as educational tools.

Tianjin Trainings


L.A. Tourism’s Beijing office conducted two trainings for 30 sales managers and operators at Tianjin Zonghen International Travel Service and Tianjin Comfort International Travel Service on May 7 & 8, respectively. Staff highlighted China-LAX direct air service, LAX's modernization, shopping and the Private Suite as well as L.A. Mini Products/Packages to develop more themed products. Social accounts including the L.A. Angels Academy were also showcased as educational tools.

Training at Dongguan Youth International Travel Service Co.


On May 9, 2018, L.A. Tourism’s Guangzhou office partnered with DISTA Group, one of the biggest wholesalers in Southern China, to conduct a series of trainings and promotional events for 50 trade reps to better promote the L.A. in-depth tour campaign with L.A. Mini Products. Staff delivered updates on LAX's modernization, direct air service from Southern China to LAX as well as the latest L.A. Mini Products/Packages to provide more in-depth destination itineraries.

Trainings in Xi’an


L.A. Tourism’s Beijing office co-hosted training seminars for 50 trade reps at Xi'an Overseas International Travel Service in Xi'an on May 11, 2018. Staff highlighted China-LAX direct air service, LAX's modernization, shopping and the Private Suite as well as L.A. Mini Products/Packages to develop more themed products. Social accounts including the L.A. Angels Academy were also showcased as educational tools.

2018 ‘Nihao China’ Sales Mission


L.A. Tourism’s 2018 ‘Nihao China’ Sales Mission took place May 13-18, 2018 with seven participating partners including America International Travel Services Inc., Beverly Center, Citadel Outlets, London West Hollywood at Beverly Hills, Sheraton Grand Los Angeles Downtown, Sheraton Los Angeles San Gabriel & Universal Studios Hollywood.

From May 14-15, the delegation held sales calls to three leading outbound wholesalers in Hangzhou, AITS, Zhejiang CTS and Zhejiang CYTS with a networking luncheon for 10 major outbound tour operators and travel agents in the Zhejiang province. From May 16-18, the mission participated in the second annual ITB China in Shanghai where they conducted 240 one-on-one meetings with key buyers to promote Los Angeles. During a panel discussion, Regional Director Kate Chang shared L.A.'s in-depth tour products through L.A. Mini Products/Packages. Additionally, an educational dinner was held to inform delegates about L.A. Tourism’s China offices while highlighting LAX Airport.

VIP Salon Event with Qingtuan Tour


In partnership with Qingtuan Tour, L.A. Tourism hosted a VIP Salon Event for 70 high-end clients on May 19, 2018 where they shared the latest China-LAX direct air service, LAX’s modernization, Private Suite and airport shopping. Signature L.A. attractions and experiences were also showcased including Star Line Tours, ‘Step Beyond the Red Carpet’ at Dolby Theatre, Warner Bros. Studio Tour Hollywood, Universal Studios Hollywood, Petersen Automotive Museum, Grand Central Market and Angel’s Flight.

Changsha Trainings


From May 23-25, 2018, L.A. Tourism’s Guangzhou office conducted sales calls in Changsha to share the latest information on LAX Airport and the destination with key travel agents like Hunan Overseas Travel Co. Ltd., Hainan Airlines' Changsha Office, and Hunan Wanda Enjoying International Travel Service Co. Ltd. Two training seminars were also held at Lemon Travel and Hunan New Comfort International Travel Co. attracting 88 tailor-made operators and sales managers. The Guangzhou office hosted a reunion luncheon for participants from a 2015 CXS-LAX Fam Tour to share destination updates.

2018 Shandong (Jinan) International Travel Fair


L.A. Tourism’s China office participated in the 2018 Shandong (Jinan) International Travel Fair in Jinan from May 24-27, 2018. In partnership with Commercial Department of U.S. Embassy, staff co-hosted an Industry & Media Training Event for over 80 trade reps. Angela Li shared the latest destination updates including LAX's modernization and L.A. Mini Products/ Packages.

In-depth Tour Designer in Guangzhou


L.A. Tourism’s China office activated a tripartite agreement between Nanhu International Travel Agency, one of the most influential travel organizations in Guangdong Province, and Hong Kong Airlines to promote L.A.’s in-depth tours by booking Hong Kong Airlines tickets. During the launch event for 40 media and trade partners, staff delivered a destination presentation highlighting LAX Airport, the new DreamWorks Theatre at Universal Studios Hollywood, the newly renovated Westfield Century City and the new King Tut exhibit at California Science Center.

SALES

IMEX Frankfurt


L.A. Tourism exhibited at IMEX Frankfurt, one of the world’s leading meeting and event trade shows, from May 15-18, 2018. Participating partners included Dream Hollywood, InterContinental Century City, Come Together Corp., London West Hollywood and Sydell Group. Staff conducted dozens of one-on-one appointments with meeting professionals to promote L.A. as a premier meetings destination, while hosting two sold-out dinners for Chinese and Taiwanese buyers during the show.

Helms Briscoe ABC
As a platinum level sponsor, L.A. Tourism’s Sales team participated in the Helms Briscoe ABC and Partner Fair in Orlando from May 1-2, 2018. Sales reps Pam, Karen and Ann met with dozens of Helms Briscoe associates to promote L.A. as a premier meetings and events destination.

GM Sales Mission
L.A. Tourism’s Sales team held a GM sales mission in Seattle, San Francisco and Oakland from May 8-11, 2018 where they held five total events for 95 meeting professionals and clients to promote L.A. as a premier meetings and events destination. L.A.-themed events were held at cutting-edge venues like Nobu and International Smoke with partners Universal Studios Hollywood, Warner Bros. Studio Tour Hollywood, among others.

COMMUNICATIONS

In May, L.A. Tourism’s Communications team secured a broadcast opportunity with NBC’s popular morning show TODAY with Kathie Lee & Hoda which aired three episodes from Los Angeles, specifically Venice Beach. The hosts and a variety of special guests such as Dean Cain, Mario Lopez and Curtis Stone explored L.A. in various segments highlighting members and TMD hotels including movie locations (Millennium Biltmore); hidden gems (Malibu Wine Safari, Sunset Ranch); ‘Instagrammable Places’ (OUE Skyspace, The Broad); and ‘Ways to See L.A.’ (Bikes & Hikes, Celebrity Helicopters, Starline Tours). Other highlights included live shots from Hollywood & Highland, beach volleyball and fitness segments and custom L.A. surfboards. All three episodes delivered $9.5 million in earned media value, reaching approximately 13.7 million viewers in total.

To view a video recap of the TODAY Show broadcasts, click here.


During the media marketplace at U.S. Travel’s IPW in Denver, the team met with more than 40 journalists from the U.S., China, Australia, the U.K., France, Korea, India and Mexico to share the latest L.A. happenings and developments while discussing future feature story opportunities.

To capture the attention of high-profile media in China, the team brought to life a taste of the L.A. lifestyle and culture during a special event in Beijing. Hosted by L.A. choreographer to the stars Galen Hooks who traveled to China to teach an L.A.-inspired dance to more than 55 media and influencers. The event capitalized on the recent popularity of street dance in China, thanks to a wildly successful reality dance show which featured Galen, and showcased L.A. as a top destination to visit for an authentic taste of street art, dance and food.


From May 7-11, the team hosted a destination awareness trip for a group of four media from Mexico for future editorial destination coverage. The group’s educational itinerary showcased only-in-L.A. experiences including the King Tut exhibit at California Science Center, Malibu Wine Safari, 71Above, The Broad and an Arts District food tour by Six Taste. Before departing, they enjoyed a tour of new shopping and dining options at LAX led by Westfield. Accommodations were hosted by W Los Angeles West Beverly Hills and Freehand Los Angeles.

The team hosted a writer from India for future destination coverage from May 27-30. During his visit, he enjoyed signature L.A. attractions and experiences such as Griffith Observatory, The Grove, Original Farmers Market, OUE Skyspace, Warner Bros. Studio Tour Hollywood, Petersen Automotive Museum, a tour with Bikes & Hikes, and a Starline Tour. Accommodations were hosted by Loews Hollywood Hotel and H Hotel Los Angeles.

Also in May, the team hosted a journalist from Australia to showcase L.A.’s signature cultural offerings such as LACMA and the La Brea Tar Pits. Accommodations were hosted by Freehand Los Angeles, Ace Hotel and Hotel Indigo.