9
TRADE:
• Santa Cruz County representation
at travel buyer tradeshows: Interna-
tional Pow Wow, Go West Summit
• Hosting travel buyers for familiar-
ization tours and site inspections
• Sales Missions to train travel buy-
ers on Santa Cruz County product
• Foster market development
through tour operator contracts
with Santa Cruz County hotels
• Santa Cruz County trade and
media representation in the UK &
Ireland by Black Diamond agency
• Ongoing distribution of marketing
collateral and outreach to the travel
trade industry
• Travel Trade speci c website with
ongoing enhancements
• Quarterly trade E-Newsletter
• Ongoing opportunities to incen-
tivize UK agent sales of Santa Cruz
County product
• PR support for international trade
media outlets
CONSUMER:
• UK
targeted
Google
Adwords
campaign
• Participa-
tion in Visit
California
and Brand
USA market-
ing and co-op
opportunities
• Opportunities
for consumer
promotions via
Black Diamond
agency
• PR and Media support for key
international consumer outlets
Brand USA Familiarization Tour with UK Travel Agents at Steamer Lane
International Travel Trade Enews
