NORDIC STATUS REPORT Visit California, August, 2013 By Atlantic Link, Denmark

INDEX

Market news ………………………………………………………………………………………………………………………. 2 PR PR and communications activities ………………………………………………………………………………………. 3 Newsletters ………………………………………………………………………………………………………………………… 3 Media interest…………………………………………………………………………………………………………………….. 5 Press trips and individual journalist visits…………………………………………………………………………….. 5 Social media update…………………………………………………………………………………………………………..… 6 Other PR activities……………………………………………………………………………………………………………….. 7 Press coverage…………………………………………………………………………………………………………………….. 7 SALES Industry news ……………………………………………………………………………………………………………………. 9 In-market sales activities & trade show ……………………………………………………………………………… 9 Online Training Program ……………………………………………………………………………………………………. 9 Airline overview ………………………………………………………………………………………………………………… 10 Upcoming activities …………………………………………………………………………………………………………… 11

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

1

MARKET NEWS By Managing Director/CEO Karin Gert Nielsen Summer holiday is over and things are busy again! Travel trade as well as other industries that might influence our work are developing and creating new partnerships, and consumers have started planning their next holiday using new ways of finding inspiration and booking their trip. Please read more below: Aller Media A/S, a Danish Aller Holding A/S subsidiary with extensive activities in Norway, Sweden and Finland, has acquired 70 per cent of the shares of The Danish travel agency Nyhavn Rejser A/S. Nyhavn Rejser specializes in tailored tours and cruises and achieved revenues of around DKK 260 million in 2012. Aller Media A/S is a leading Danish publisher of newspapers, weeklies and magazines. British Airways and US budget carrier Jetblue Airways have signed an interline agreement connecting their networks on America's east coast. The two airlines have agreed to code-share on 18 daily British Airways flights between (mainly) Heathrow and the US, over 100 onward British Airways routes and over 50 JetBlue routes within the US. Code-share flights will be available on flights to and from New York (JFK), Boston (BOS), Orlando (MCO) and Washington Dulles (IAD). Code-share flights will also be available on British Airways allbusiness class flights between London City Airport (LCY) and JFK as well as on OpenSkies flights between JFK and Paris (ORY). According to a recent survey by TradeDoubler, a Swedish internet marketing company, nearly two thirds of Swedish travelers avoid using a traditional travel agency to book their vacations. A staggering 62 percent answered that they prefer to plan their own vacation, confirming the importance of having a digital presence in the market. AirBerlin is looking to attract Danish customers on routes to USA. While Scandinavian Airlines System (SAS) is no longer a partner in the lucrative Atlantic Plus Plus joint venture with United Airlines, Lufthansa and Air Canada, AirBerlin now sees their chance to promote its routes from Berlin to Miami, New York and Fort Meyers, and from Düsseldorf to Chicago and Los Angeles. SAS is expanding their American Airlines collaboration and has added Virgin America as a partner for US domestic travel. Open fares: Virgin America will be added as an option to book in all sales channels. Closed fares: The collaboration means that both Virgin America and American Airlines will be available as an option for travel agencies, tour operators and corporate accounts to book. Yours sincerely,

Karin Gert Nielsen Managing Director/CEO

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

2

PR By/Anne Veith, Communications Consultant, and Inge Alsmith, Director of Communications

PR AND COMMUNICATION ACTIVITIES August was a busy for us. We are getting ready for the press event to take place on 5 September in Stockholm where we are expecting close to 40 journalists. We have also seen an overwhelming interest in our July newsletter regarding surfing so we are still expecting stories coming up. We also dealt with the Yosemite Rim Fire where we see the media interest decrease and we expect it to be soon forgotten once it is out.

NEWSLETTERS / PRESS RELEASES Headline: Date: Topics:

Nature’s delights 19 August, 2013 California Wine Month; San Diego Bacon Fest; Lake Tahoe 8th wonder of the world; Tahoe Geotourism; Natural spa treatments in Palm Springs; Geocaching

Direct link:

http://us4.campaign-archive2.com/?u=037bea2aca6d06f5933fa437f&id=d554968ae8&e=e572a50bb1

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

3

Other newsletters: Headline: The Danes occupy Solvang Date: 30 August, 2013 Direct link: http://us4.campaign-archive1.com/?u=e731a6ff3d5adad88f0b29762&id=a576602c3d&e=0bfdd40c6b

Headline: Date: Direct link:

San Francisco named a top destination in the United States 28 August, 2013 http://us6.campaign-archive2.com/?u=c91f15ccbef5610cc0513fa46&id=37c39f9a02&e=3d139460f1

MEDIA INTEREST We have been in contact with Espen Uldal from The Golfers Magasin re travel descriptions from Palm Springs, San Francisco and Santa Ynez Valley. We are in touch with him. We sent high resolution pictures to Dadi Halldorson of Go Traveling who wanted to write about the re-opening of Huntington International Surfing Museum from our Surfin’ California newsletter.

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

4

We have assisted Søren Thorup from Fynske Medier with further information and high resolution images on our Surfin’ California newsletter. The 2-page article is in this month’s media clips. We have sent high resolution pictures to Henrik Baumgarten of Standby Nordic, Scandinavia’s leading travel trade magazine. They will be used for an article in the magazine’s USA supplement in September. We sent high-res images to Marta Marta Holstein-Beck from Norsk Ukeblad regarding our San Francisco newsletter. We assisted Lars Tonne Andersen from www.lets-go-san-francisco.dk and www.ferie-californien.dk with information regarding wine experiences in Santa Barbara.

PRESS TRIPS AND INDIVIDUAL JOURNALIST VISITS Linda Iliste, Freelance, Sweden, 22-25 March, 2013 Visited San Diego. We sent her high resolution images for articles to be published fall/winter 2013. There is also talk of another press trip in spring 2014. Henrik Lange, Freelance, 5-7 June Visited San Diego. Comp. accommodation and attractions. The article has been published. Michael Bjornot, Sourze, Sweden, 22 June-3 July Visited Los Angeles on 22-24 June and San Francisco on 1-3 July. Article was published in August and is in this month’s media clips. Christian Adamsen, Vagabond, Denmark, 21-28 July 2013 San Francisco, Monterey, Big Sur, Solvang, Santa Barbara, Los Angeles. Josephine Lind, Amelia, Sweden, 1-10 August Visited San Diego and San Francisco. Comp. accommodation and SeaWorld ticket in San Diego and media kit in San Francisco. Article to be published fall 2013. Tom Nørgaard, Politiken, Denmark, 8-15 August Visited San Francisco to write about the culinary scene, the Travel Writers and Photographers Conference, and couchsurfing. First article expected published in October 2013. Group press fam, 31 January-4 February 2014 (pending) Visit Solvang to take place 31 January-4 February. We are contact relevant airlines. Michael Broström, Golfbladet, Sweden, February 2014 (pending) To visit San Francisco, Monterey and Big Sur for 8-10 days. Golf theme.

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

5

SOCIAL MEDIA UPDATE

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

6

OTHER PR ACTIVITIES Press event, 5 September, Stockholm We have been getting ready for the press event on 5 September 2013 at the Story Hotel in Stockholm. In August we sent out invitations and received great feedback. We are currently expecting 35+ journalists to join us for the two-hour event. Competition with Alt for Damerne Last month we were contacted by women’s lifestyle magazine “Alt for Damerne” who wanted to do a competition with us to win a trip to California. We sent her the list of travel agencies who arrange tours around the state and suggested her to contact them. Advertisement in Standby Nordic For Standby Nordic’s USA supplement we created the below advertisement. The magazine reaches 53,000 travel trade professionals and has a straight media value of $1,600.

Yosemite Rim Fire We composed a message concerning the impact of the fire on Yosemite National Park and distributed to our database. We distributed media clips regarding the fire and sent to Brian Wright We translated Visit California’s website update to Danish and sent Tia Hoang. rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

7

PRESS COVERAGE

Reach Total August 2013

Value

38,358,500

$1,189,650

Grand Total Fiscal Year 2012-2013

65,768,900 $2,089,400 Please refer to PDFs and Excel-sheet on Sharepoint for an elaborate overview

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

8

SALES IN MARKET SALES ACTIVITIES & TRADE SHOW Travel agent, media workshop, 22 August, Aarhus, Denmark More than 150 travel agents and media attended the annual travel industry workshop in the amusement park “Tivoli Friheden”. KGN and US participated in the event. The guests enjoyed an informal dinner and get-together amongst colleagues and other professionals in the travel industry. PATA Trade Event, 22 August, Helsinki, Finland 60 travel trade and media participated in the evening event organized by the PATA Chapter in Finland. This annual was a success and Visit California was one of the co-sponsor that evening.

Invitation:

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

9

ONLINE TRAINING PROGRAM We are seeking to get 250 new travel agents registered this year. We will promote this during the workshops we attend throughout the year, newsletters and incentives. For the new FY, we are working on a Mega FAM as an incentive to complete the program (pending airline). This will be launch when the refreshed content has been done by Sunset

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

10

AIRLINE OVERVIEW Direct routes from the Nordic Region to the US at a glance

American Airlines Helsinki – Chicago United Stockholm - New York EWR Oslo - New York EWR Delta Air Lines Copenhagen - New York JFK Stockholm - New York JFK Keflavik - New York JFK Finnair Helsinki - New York JFK Icelandair Keflavik - New York JFK Keflavik - Newark Keflavik - Boston Keflavik - Minneapolis Keflavik – Seattle Keflavik - Washington Dulles Keflavik – Denver Keflavik - Anchorage SAS Copenhagen - New York EWR Copenhagen – SFO Copenhagen - Chicago Copenhagen - Washington Stockholm - New York EWR Stockholm - Chicago Oslo - New York EWR Norwegian Oslo - New York JFK Stockholm - New York JFK Stockholm - Fort Lauderdale Copenhagen - Fort Lauderdale Oslo - Fort Lauderdale

Frequency

Aircraft/Seat

7 weekly

Boeing 767-300 / Seats 269

7 weekly 7 weekly

Boeing 757-200 / Seats 169 Boeing 757-200 / Seats 169

Seasonal - 7 weekly Seasonal - 6 weekly Seasonal - 3 weekly

Boeing 767-200 / Seats 269 Boeing 757-200 / Seats 169 Boeing 757-200 / Seats 169

7 weekly

Airbus A330-300 / Seats 295

2 Daily 4 weekly - starting October 28th 2013 2 Daily & 4 weekly 7 weekly 7 weekly 7 weekly 6 weekly 2 weekly

Boeing 757-200 / Seats 183

11 weekly 6 weekly 7 weekly 7 weekly 7 weekly 7 weekly 7 weekly

Airbus A330-300 / Seats 264 Airbus A330-300 / Seats 264 Airbus A340-300 / Seats 245 Airbus A330-300 / Seats 264 Airbus A330-300 / Seats 264 Airbus A330-300 / Seats 264 Airbus A330-300 / Seats 264

3 weekly 3 weekly 2 weekly 2 weekly 2 weekly

787 Dreamliner / Seats 291 787 Dreamliner / Seats 291 787 Dreamliner / Seats 291 787 Dreamliner / Seats 291 787 Dreamliner / Seats 291

Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183 Boeing 757-200 / Seats 183

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

11

UPCOMING ACTIVITIES, 2013-3014 PR Event

Media

Stockholm, Sweden Malmö, Sweden

5 September

30 Media

Discover America Sweden

Trade/Media, Evening, timed Workshop

26 September

Evening workshop for 80 travel trade professionals

NordmannsReiser client event

Consumer

Bergen, Norway

30 September

"Mini" travel fair/customer event for the public

Øksnehallen

Consumer show

Copenhagen, Denmark

18 - 20 October Luxury consumer show. Brochures in USA lounge for USD 250

”Älska Mat” (Loving Food)

Consummer event

Malmø, Sweden

25-27 October5-27 okt

California brochure/map distribution at California Wine stand

Discover America Finland PATA Longhaul

Trade

Helsinki, Finland

31 October

USA Seminar/workshop table top

Trade/Media

Billund/Copenhag en, Denmark

Discover America Sweden World Travel Market

Trade/Media

Stockholm, Sweden

30 - 31 October 300 travel agents, Tour operators and media, two days workshop and presentation 4 November Halloween Workshop

Trade/Media

London, England

4 - 7 November

”Mitt Kök” (My Kitchen)

Consummer event

Stockholm, Sweden

Thanksgiving event

Trade/Media

Copenhagen, Denmark

Discover America Sweden

Trade/Media, Evening, timed Workshop, F&B Thanksgiving Dinner/Trade

Gothenburg, Sweden,

7-11 November California brochure/map distribution at California Wine stand 7 November 350 key executive travel trade, dinner with presentation 20 November

Discover America Sweden

US Embassy, Stockholm, Sweden

27 November

KGN & JM attending

Discover America meeting followed by thanksgiving luncheon

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

12

ReiselivsMess en

Nordmanns Reiser Discover America Finland Matka

FERIE og fritid

Mid-Atlantic

The Danish Travel Show Swansons Long Haul day FDM Travel

Discover America Denmark ITB

TUR

IPW

IMEX

Trade & consumer show Fornebue Consumer show

Oslo, Norway

10 - 12 January

Brochure distribution

Bergen, Norway

13 January

Trade/media

Helsinki, Finland

15 January

California and San Francisco - we will do a presentation or - KGN will participate 80 travel agents and media. Workshop table top

Trade & consumer show Trade & consumer show Trade show

Helsinki, Finland

16 - 19 January

Travel show, 80.000 visitors

Copenhagen, Denmark

17 - 19 January

Travel show, 40.000 visitors

Reykjavik, Iceland

6 – 9 February

B2b travel show

Trade & consumer show Consumer/Me dia

Herning, Denmark

21 - 23 February

Travel show, 63.000 visitors

Osby, Sweden

1 March

1000+ consumers visit Fort Swanson

Consumer

Lyngby Denmark

2 March

1000+ consumers to visit the head quarter of FDM

Workshop

Copenhagen, Denmark

3 March

Trade & consumer show Trade & consumer show Trade Show

Berlin, Germany

5 - 9 March

250+ travel agents/media from Denmark, Norway and Sweden KGN & JM attending

Gothenburg, Sweden

20 - 23 March

KGN & JM attending

Chicago, USA

5 - 9 April

KGN & JM attending

Meeting & Events

Berlin, Germany

20 - 22 May

KGN & JM attending

rd

Atlantic Link | Vesterbrogade 26, 3 . fl. | 1620 Copenhagen V | Denmark | atlanticlink.net

13