Attachment 1

Documentation associated with the World Travel Market launch event

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Brand USA Attendees at World Travel Market 2011
Brand USA Staff James P .. Evans Bryan Lewis Jay Gray Paul Cerula Chris Perkins

Brand USA Board Members (All expenses paid by Board members and not reimbursed) Caroline Beteta Stephen J. Cloobeck George Fertita Randy Garfield Daniel Halpern Tom Klein David Lim Mark Schwab Diane Shober Lynda Zengerle

VIP EVENT

White Dfap~ - Backlit

Whit£ Drape - Rear Projected

'Stage reveal - back lit before reveal

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VIP EVENT PRODUCTION LIGHTING Exterior • • • • Neptune • • • • Create a runway of flaming torches to guide guests down the footpath Pyramid lanterns holding a cluster of church candles running alongside the flaming torches Two Bighead sky search lights per side of entrance scanning throughout Uplighting to the building at the sides of the entrance Court Soft uplighting in the main entrance the step and repeat Project a black and white logo onto the floor as guests turn towards board Strong uplighting thought the night

light the step and repeat board with simple white light from a discreet white stand Neptune court to create a stunning backdrop

Sammy Ofer Wing • • • • • project a black and white logo onto the walls as guests walk through Battery powered up-lighting to the columns throughout Clip on stem spots to highlight the two food stations and the bar Softly dappled patterns skim the celllng in rich and vibrant colours Soft white light to highlight the speech position the blue link corridor

Performance • • • • • LED colour changing lights will make the white draping glow These lights will move and change colour thought the performance LED colour changing lights will also create movement performer Bath the stage with a simple white light Power, control and rigging equipment for all the above. and excitement fram above the

AUDIO VISUAL To provide a quality PA system forthe relay of background Logo, VT and custom content to the front of the building. Audio recordings be supplied of the Event will not be undertaken by Event Concept (unless stated otherwise), music, speeches, vocal performance, Background music will

unless stated otherwise. pleaseconfirm

genre prior to the event.

Audio Equipment •
II

1 x 'd&b audiotechnik'

PAsystem,

comprising

of:

8 x d&b loudspea kers c/w stands situated in the function space 1 x Pair of wired twin lectern microphones 1 x Hand held radio microphone Audio distribution and amplification

.. • •

Video Equipment

8 x 50" HD Plasma Screens c/w Parabella stands

• • ..
..

1x Seemless switcher c/w monitors 1x Show gfx laptop + backup 2 x Pro DVD Players w VT interfaces
Video distribution and amplification EXTERIOR PROJECTION

Create a stunning facade for the arrival of guests. The central section of the main facade win be covered with custom imagery - Possible ideas include a full size American flag gently flapping in the wind, or something more subtle with logos custorned to fit within the windows and the columns Projection • 2 Mapping to include black netting


• •

x 20k Projectors c/w lens w backup projectors 2 x Tower to house the projectors and equipment
1x Analog way edge blended system with scalers

Apple Mac Pro VT Playback system

REVEAL Reveal within void area Truss box rigged around the lift to support white handrail level.
SET & STAGE

drape, kabuki to front and side and a floating stage white fabric at the lower

for One person. The remainder of the void wi II be covered with stretched

Frosted lectern

• •

4'x4'xl' white wooden block
Red carpet
BRANDING

• •

Wraps to Large Columns Wraps to smaller columns Floor Stickers (approx 310mm x 31Omm)

• •

4ft high branding to maskthe

main desk ..

• •

Branding to mask the High Artie Display Wa.1I 2 x 8ft high printed boards to mask displays in entrance

CATERING Timeline 5.30pm Areas set for early arrivals 5.45pm Guests arrive, drinks served, savoury station avallable 6.00pm Canape service commences 7.00pm Bowl food service commences 8.30pm Dessert Station available 9.30pm Bar closes, food service to cease IO.OOpm All guests departed Suggested Format and Layout Details Guests would be invited from 5 .4Spm and would leave their coats and any bags in a cloakroom which we would staff and provide. Guests would then be invited to make their way to the reception a rea where our staff would be waiting with trays of champagne and beautifully tables for the guests" convenience. themselves presented canapes would be served. We would set up two large bars and would suitably position a number of poseur A savoury and a sweet station would be set up for guests to help 7.00pm. to. A delicious selection of bowl food would also be served from approximately

Coaches will start to depart from approximately 9.30pm. It is anticipated

9.00pm. Food and drinks service would end by

that guests would all be clear ofthe venue by 10.1Spm.

At this stage I have quoted for blue, red and white Tudor Stripe linen far the bars and stations to fit in with the American theme. RECEPTION FOOD Canapes Served Cold Tostadas with Lime Marinated Shrimp, Guacamole and Sour Cream Mustard Muffins with Creamed Goats Cheese, Shallot and Tomato Relish California Sushi Rolls Miniature Steak Sandwich with Salsa Verde and Onion Marmalade Canapes Served Hot Miniature Hot Dogs with Mustard and Fried Onions Goats Cheese Quesadillas with Green Tomato Salsa Miniature Pumpkin Ravioli with Sweet Potato Hash Served on a spoon with _Ginger Froth Creamy Crab Cakes with Corn Crab Sauce Bowl Food Served Cold Caesar Salad with Baby Gems, Lemon and Thyme Grilled Chicken, Parmesan, Croutons and Caesar Dressing Smoked Salmon on Potato Pancakes with Toasted Bagel Wafers, Cream Cheese and Lemon Dressing Bowl Food Served Hot Creole Jambalaya with Shrimp and Spiced Crispy Sausage Miniature Plates of Prime Beef and Foie Gras Bu rgers with Cones of Fries and Ketchup

Food Station: Mexican Market The food station would be dressed with large pumpkins holding stone bowls of soft tortillas. We would also have a number of griddle plates to warm the tortillas and have traditional pestle and mortars holding various salads and salsas, Tortilla Fillings: Chipotle Chilli Marinated Chicken Mole Frijoles De alia (Beans in a pot) Salsas Pica De Gallo Tomato, Jalapeno and Coriander Salsa (Mild Spiced) Tomatillo Tornatlllos, Jalapenos, Onion, Coriander and Salt Shredded Pork

Medium Spiced Salsa de Pina Pineapple, Cayenne, Onion, Wine Vinegar cooling Cabbage and Cucumber Salsa Cabbage, Green and Red Peppers, Cucumbers, Coriander Onions and Lime (Cooling) Habanero Salsa Habanera Peppers, Tomato, Oregano and Fresh Pineapple (Firey) Guacamole Sour Cream Dessert Station: American Miniature A selection of miniature "skyscrapers". Dessert Station

American

Desserts served

on

Art Deco inspired frosted

Perspex

Floating walls of Perspex filled with cranberries.

Towers of Sugared Cinnamon Doughnuts Pumpkin Brulee Cream MinIature Cotton Candy Sticks Pecan Pie Key Lime Pie Million Dollar Fudge Cake Chocolate Brownies Red Velvet Cup Cakes with Cream Cheese Frosting

RECEPTION DRINKS
White Wine Sauvignon 2009, Peter Franus, Napa Valley Albarino 2009, Peter Franus, Napa Valley Chardonnay 2007, Hanzell, Sonoma

Red Wine Merlot 2007, Peter Franus, Napa Valley Zinfandel 2008, Peter Franus, Napa Valley Cabernet Sauvignon 2007, Peter Franus, Napa Valley Shea Estate Pinot Nair 2008,. WHamette Valley, Oregon Champagne Seer Seasonal Fresh Fruit Cooler Mineral Water STAFF Our staff could be smartly dressed in blacktrousers with white or black shirts

and red ties for boys, and smart black shift dresses with red sashes for girls. 1Event Manager

2 Head Butler 6 Bar Staff
38 Waiting Staff 8 Cloakroom Staff 9 Chefs 9 Assistant Chefs

9 Porters
EQUIPMENT

Reception - temporary cloakroom facility, canape and bowl food equipment,
tables, all necessary linen, equipment

food station and bar

all

required smart glassware and all necessary ancillary items of bar tables, clear tables, canape service equipment, to inc! ude ovens, heavy duty kitchen equipment

and poseur tables. Kitchen - preparation

all ancillary items of kitchen equipment,

microwaves. and hot plates. Food Stations

Attachment 2
Itemized listing of all expenses and salaries of the top five most highly-compensated executives at Brand USA

Brand USA

Expense Statement
October 2010 through September 2011

Oct '1 Marketing US Core team International & Driver teams Brand Union Trade Event Sponsorship & Brand - Other Professional Service. Total Marketing Expenses Operations Salaries & Benefits Accounting & Auditing Fees rr Support Services & Equipment Expense Facilities Expenses Travel Expense General Expense Legal Fees Insurance Expenses Depreciation

°-

Sep 11

$450,000.00 56,666.00 284,825.00 454,277.75 745,306.)3 1,991,075.08

298,344.72 22,910.00 21)41.85 55,306,09 126,879.86 347,859.05 323,8.81.03 7,469.54 5,275.44

Total Operation Costs Prepaid Expenses Security Deposit Communication & IT Equipment's Total Capital expenditure Total Expenses

1,209,267.58

17,145.81 17,145.81 $3,217,488.47

Page 1 of 1

Brand USA

Expense Statement
October 2011 through September 2012

Oct '11 - Jun 15 2012 Marketing US Core team International & Driver teams Creative Campaign Development Media max Tool Research/Analyst Events & Development Activities Production and Research Broadcast Expense Canada Broadcast Expense Japan Broadcast Expense United Kingdom Print Canada Print Expense Japan Print - United Kingdom Media Buying Fee Online Media Canada Japan Online media Online Media United Kingdom Japan OOR United Kingdom OOR Visual Design Web Development Cost Engineering Social Media SEO & Analytics Adaptation I Translation Licensing / Content GSA Retainer fees- UK/Ireland GSA Retainer fees - Germany GSA Retainer Fees Brazil Trade Event Give Aways Pavilion Space, Build Out Oper Trade Event Travel Cost Trade Event Agency Cost PowWow Trade Event Sponsorship & Brand - Other Trade Show Event Expenses - Other Industry Relations Corporate Communication Professional Service Total Marketing Expenses Operations Salaries & Benefits Accounting Fees IT Support Services & Equipment Expense Facilities Expenses

$2,685,192.92 662,345.86 1.,342,792.81 521,073.00 329,653.53 5,637,499.09 1,635,073.22 855,888.17 1,598,018.41 1,473,837.83 47,998.85 11,739.50 435,640.90 6,785.61 66,495.67 430,131.05 194,920.23 843,522.73 98,665.00 603,746.36 361,116.23 1,073,745.67 8,963.38 487,197.84 15,000.00 70,000.00 55,118.34 8,278.67 58,632.42 161,030.80 79,845.71 17,700.00 1,917,690.02 118,212.28 852;345.42 60,480.00 234,206.50 915,669.39 25,976,253.41

2,623,782.42 115,874.06 284,038.02 399,122.97

Page 1 of 2

Brand USA

Expense Statement
October 2011 through September 2012

Oct '11 - Jun 15 2012 Office Equipment Meetings & Conference Travel Expense

14,884.36 29,] 64.45 223,460.64 102,456.64 538,642.31
13.,759.01

General Expense
Legal Expense Meals & Entertainment Insurance Expenses Depreciation ToM Operation Costs

14,881.59
83,040.32

4,443,106.79
330,293.87 156,711.67 207,500.00 694,505.54 $31,113,865.74

Prepaid Expenses
Security Deposit DA.com Total Prepaid, Security Deposit & DA.cQm Total Expenses

Page 2 of 2

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Attachment 3
Cash and in-kind contributions

Details Total Cash Contribution Visit California Amtrak Ashford Hospitality Trust Greater Miami NYC& CO Best Western International
Dlarnond Resorts

ESTA001 Cash Reouest 470000
250000

ESTA002 Cash Request 1640000

ESTA003 Cash Request 2522500

[STAOO4

5TA.001; Gash Re:tJti.-st, 1.0'700'0:0'

Cash Hedu'estS45000

10000 35000 75000 10QOO.0 1000000 250900 100000 100000 50000 500.00 50000 25000

Las Vegas CVA Visit Orlando City Pass Miami San Diego CVB Northwood Jnvestors Ray Yamaguchi Lynda Zengerle Hersha Hospitality The LA Inc. Walt Disney Parks and Resorts Interstate Hotels and Resorts Inc Fairmont Hotels and Resorts San Francisco. Travel Assoctatlon Hilton Worldwide MarriottVacations Worldwide Chicago. Anaheim/DC [VB Marriott International Host Hotels & Resorts, Inc. Carlson Hotels Las Vegas Sands Corp. Sabre Holdings Hawaii United states Chamber of Commerce RLJ Loding Trust Feh.or Lodging Trust Inc. Hilton Starwood

mocq

5000 25000 50000 1000000 25000 S_5000
5.0000

250000 25000
S~OOO

12500 1000000 50000 120_000 ~OOOOO t2SOdo '150000

too 00
3'%10,0-

2~ODO 250QD0 750000

11n- Kind Contributions
TIME DONATION (BOARD MEMBERS] DONATED IT SERVICES - DlSYS HOSPITALITY SUITE DONATED FOR CTP USE (AMTRAK] US TRAVEL TEMPORARY OFFICE AND IPW MEETING KATTEN MUCHIN LLP FARRAGUT CENTER - BORGER MGMT EARNED MEDIA HLG SERVICE DONATION ADAM SACJ<SPRESENTATION/RESEARCH POR USE BLACK DrAMOND SERVICE FEE AND TIME DONATION B-FOR DONATED SERIVCES AND AD PROMOTION - NPP[ TRAVEL DONAnON - AMTRAK AMTRAK/MICHIGAN LODGING BOARD TMVELDONATION TRADE BAROMETER (RESEARCH) KATTEN MUCHIN ROSENMAN.LLP PATTON BOGGS. LLP MELTWATER GROUP VISIT CALIFORNIA(airfare& hotel) CAVALLOPOINT LODGE(HciteJ) TOTA.LIN-KINDCOLLECTED Total collections TOTALESTACASH REQUEST 278606 6800 6181 11435 .1 94703 2~501B 4i942.1 28QOOO 35.00 215106 41437 836220
664

6703 1839,5 19500'0
'3(1692 28283

180M 1868 6M2 15B2057 2Q52057 $4,104,114.00 836884 247(i884 $4,953,768.00
0 .~O307$ 551,0

25.22500 $5,045,000.00

84S0:n ,$1,_69'6,14-6.00

10,5510 ~i,:151,02b.bO

Attachment 4
Copies and locations of print and OOH advertisements

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Brand USA: Print
Media Market Japan Japan Japan Japan Japan Japan Japan Japan UK UK UK UK UK UK UK UK Canada Canada Canada Publication Unit Size On-Sale Date 6/10/2012 6/1/2012 7/1/2012 6/28/2012 7/28/2012 6/12/2012 7/1/2012 7/1/2012

I
I

CREATraveller Katei Gaho Katei Gaho 25ans 25ans FRaU SKYWARD Tsubasa no Okoku Travel Weekly

I

Spread Spread Spread Spread Spread Spread Spread Spread

I

Travel Weekly Travel Weekly TTG TTG TTG ABTA Magazine Selling Long Haul Canadian Traveller Canadian Traveller

I

Full Page Full Page Full Page Full Page Full Page Full Page Full Page Full Page Half Page Half Page Full Page

I I

5/10/2012 6/7/2012 7/12/2012 5/10/2012 5/31/2012 6/28/2012 5/1/2012 6/8/2012 5/1/2012

I

Canadian Traveller

I I

6/1/2012 7/1/2012

Attachment 5
Visitor metrics to www.DiscoverAmerica.com

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http://www.d!scoverameric.a.com.

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Visits 134,362 109.,552

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%New

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Bounce Rate 70.60% 79.11% 57.04% 59.03% 56.79%

i.
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88.25% .89.62% 86.37% 79.18% 73.87% 74.20%
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1,747 1,561 1,531 1,512

4.32 3.18 2.67 2.49 3.84 2.71 4.03 2.96 2.74 371 2.39 2.88 3.26 2.65 3.84 3.28 2.67 2.48 2.41 2.61 3.56 3.36 2.97 2.85 3.18 2.69 4.36 3.90 2.55 3.25 3.69 2.37 1.93 2.65 2.67 2.62 2.54 2.23 2.56 2.16 2.38 3.63 2.26 3.86 2.96

00:04:32 00:03:20 00:02:35 00:02:19 00:04:10 00:02:55 00:04:21 00:02:31 00:02:50 00:03:49 00:04:30 CO:02:59 00:30:52 00:03:58 00:04:20 00:05:03 00:02:52 00:03:06 00:02:37 00:04:22 00:03:05 00:04:10 00:03:25 00:03:19 00:03:53 00:02:25 00:03:17 00:03:24 00:03:13 00:04:17 00:05:00 00:02:07 00:02:01 ..QO:02:18 00:03:16 00:02:35 00:02:01 00:04:30 00:02:.29 00:02:35 00:02:22 00:03:21 00:02:17 00:04:10 00:02:19 .

68_35% 80.27% 79.36% 80.49% 84.66% 82.00% 76.42% 66.67% 70.46% 71.80% 90.36% 61.08% 76.58% 84.29% 80.40% 46.10% 88.58% 82.52% 82.0.0% 86.19% 77.70% 74.47% 82.56% 83.21% 64.66% 82.34% 82.91% 81.09% 77.34% 82.02% 77.68% 87.02% 81.92% 81.29% 78.93% 69.25% 83.29% 60.43% 79 ..22% 84.14% 90.25% 63.67% 84.,s3% 6,s.59% 75.19%

50.60% 54.26% 60.81% 62.96% 45.73% 55.52% 45.54% 62.15% 57.11% 54.66% 57.56% 58.94% 50.95% .62.63% 46.65% 48.02% 64.39% 60.84% 62 ..00% 54.98% 62.88% 53.48% 59.25% 57.40% 55.61% 61,46% 53.50% 55.17% 70.18% 53.51% 50.95% 57.66% 67.54% 56.58% 62.95% 60.50% 57.95% 6.7.39% 56.23% 61.47% 60.69% 51.33%

1,423 1,373
1,357 1,239

1,168
1,149 985 984 948 942 939 935

38.
39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56.

893
881

350
804 749

705 665 655 597
589

585 571 503
484

475
470

459 433
413

57. S!oV<lkia
58. 59. 60. 61. 62. 63. ·64. 65. 66. Romania Nigeria Ecuador Tunisia Algeria Puerto Rico Morocco Sloxenia Cambodia

400
371 368

361
353

318
300 290

277
270

53.07% 72.59%

67 68. 99. 70.

Lithuania Peru Kuwait

251 251 244 210 208

4-15

00:0634 00:04:58 00:0827 00:02:45 00'04:21 00:02:15 00:02:14 00:02:57 00:02:29 00:03:55 00:04:59 00:07:08 00:02:23. 00:02:12 00:03:01 00:04:02 00:02:33 00:03:08 00:02:45 00:05:34 00:01:59 00:03:24 00:09:26 00:04:09 00:0.3:43 00:06:21 00:03:52 00:02:38 00:02:47 00:05:19 00:01:26 00:03:41 00:02:43 00:02:03 00:02:56

74:10% 84.86% 69.26% 75.24% 73,08% 79.81% -84.. 2% 6 75.36% 73.04% 79.90% 90.26% 78.07% 75.54% 69.61% .84.30% 75.76% 84.47% 91.67% 69.1.3% 65.10% 90.28% 85.42% 73.33% 69.17% 82.93% 73.28% 88.70% 56.13% .67.21%" 62.86% 56.73% 53.37% 60.10% 64.73% 54.41% 46.08% 61.54% 55.61% 71.20% 64.09% 53.4,9% 46.06% 54.04% 58 ..33% 53.69% 69,13% 61.81% 59.72% 53.33% 51.88% 57.72% 50.00% 65.22% 57.14% 64.29% 50.00% 78 ..90% 44.04% 54.72% 52.43% 50.98% 57.58% 55.32% 63.04% 67.03% 61.73%. 60.00% .61.33% 56.00% 68..92% 55.41% ,

3.18
3.05 2A9 2.59 2.65 2.25 2.83

tatva
Iran Montenegro Uzbekistan Qatar Bulgaria Paraguay Nepal Estonia Uganda Laos Uruguay Lebanon Cyprus Iraq Armenia Belarus Bahrain Ghana Croatia Iceland EI Salvador Isle of Man Kenya Sri Lanka Panama Costa Rica Guatemala Mongolia Albania Nicaragua Luxembourg Jersey Mol'do\a Kazakhstan Yemen Kyrgyzstan Guemsey Azerbaijan Trinldac and Tobago Bosnia and Herzeqovna Macedonia Malta

71. 72.
73. 74. 75. 76.. 77. 78. 79. 80. 81.

208
208 207 .204 204

2.71
3.38

195. 187 184 181

2.75
3.50

1.87 1,88
3.57 3.61 3.19 2.65 2.36 2.13 2.27 2.09 3.07 2.94

172
165 161
156 149 149

82.
83. 84 ..

85.
86. 87. 88. 89. 90. 91. 92. 93. 94. 95. 96, 97. 98. 99. 100. 101. 102. 103, 104. 105. 106. 107. 108. 109 110.

144 144 135 133
123

2.54 4.24 2.82
2.95 2.54 3.33

116 115 112 112
110

8;;.71%
91.07% 80,91% 55.05% 63,30% 95.28% 88.35%

109
109 106 103

1,59
2.70 4.16 2.60

102
99 2.03

.87.25%
82.83% 77.66% 76.09% 53 -. 5% 8 72,84% 77.50% 81.33% 90:67% 89.19% 85.14%
90.14/%

00:05:12 00:03:18 00:01:43 00;03:23 00:02:39 00:02:29 00:02:.18 00:02:26 00:01:29 00:09:Q1 00:03:48

94 92
91 81 80 75 75 74

2.47
2.33

1.70 4.17
2.85 2.91 2.68 199

111.
112.

IFYROMj

74
71

4.22
2.96

113, 114. 115.

Guam Honduras Netherlands Antilles

66
65

1.85 2.25

00:01 :45 00:02:02 0007:02 00:03:43 00:01:50
.00:01:27

81.82%
76.920;0

65.15%

75.38%
57.14%

63 63 59 58

3.56
2.92

92.06% 93.65% 89.83% 100.00% 96.30% 92,00% 87.76%
79.17%

116.. Cote d'Koire
117. Georgia Jamaica

61.90% 1')6.10%
68.97%

2.69 1.67
1.31 2.32 1.94

118.

119~ Tanzania
120. Mauritius Ethiopia French Polynesia Sudan Myanmar BolilAa Oman Senegal Haiti Macau Syria Angola Zimbabwe Cameroon Afghanistan Rwanda Barbados Benin Congo [DRC] Martinique Guyana Bahamas Guadeloupe Zambia Botswana' Gibraltar Mali Burkina Reunion Aruba Brunei Maldi\es Suriname New Caledonia Palestinian Djibouti Dominica Belize' Tenitories Faso [Burma]

54
50

00:00:55 00:02:50 00:02:32 00:05:28 00:04:34 00:03'02
00:02:55

77.78%
56.00%

121. 122. 123.
124,

49

71.43%
39.58% 42.55%

3,96 47 45
44 42 42

2.77 2.04 1.61 2.31
2.05

85:11%
100.00%

71,11%
77,27%

125.
126. 127. 128.

70.45%
95.24%

00:01:.29
00:03:58

64.29%
71.43%

100.00% 85.00%
80.56% 77.78% 74,29%

40 36 36

1.78 3.28 2.19 2.31 3.88
3,42

00:02:07 00:03:48 00:05:28 00:02:41 00:06:04 00.:04:37 00:03:09 bO:02:09
00:04: 12

77.50%
58.33% 55.56%

129. 130. 131. 132.
133.

35
34 33 32 32 31 28 28 28
26

57.14% 52.94%
57.58%

64.71%
93.94% 84.38% 81.25%

134.
135. 136. 137.

2.06 1.69
2.81

71.68%
84.38%

77.42%

58.06%
60,71%

2.32
2.32 2.75 2.35.

00:05:08

so.ooss
85.71%

138,
139.

53.57% 50.bO% 73.08%
73.9.1% 39:13%

00:02:23 00:02:10
00:01:00

67.86% 8.8.46% 100.00%
82.61% 82.61%

140. 141. 142. 143.
144.

23 23 23
20

1.70 4.04
2.13

00:03:47 00:01:59
00'03:33

69.57%
40.00% 72,22%

2.00 2.00
1,56

95,00%
77.78%

145. 146.
,147.

18

00:03:51 00:01:09 bO:09:01 00:06:03 00:06:01
00:b3:23 00:02:00 00:.D3:05

94.44%
88.24%

83..33% 58.82%
52 .. 4% 9

17 17 16 16 16 16 15
15

6.35 4.88

148.
149. 15b.

94.12%
87.50% 87.50%

2.25
5.31

68.75% 50.00% 81.25% 6.8.75% 46.67%
53,33%

151. 152.
153. 154.

1.44
2.00

75.00%
93.75% 80.000/~ 93.33~/tJ

4.20 1.80 171

0003:39
0001:58

155.
156. 157.

00:00:54 00:01:00
00:00:00

100.00%
92.31%

13 12

1.23 1.00

84.62% 100,00%

100.00%

1 ~ct

L;uoa Fiji Cayman Islands Monaca Bermuda Gambia Cape Verde Madagascar Mauritania Malawi Togo Gabon Saint Vincent Faroe Islands Turks and Calces Tajikistan Greenland Lesotho Namibia French Guiana U.S. Virgin Islands Andonra Anguilla Burundi Micronesia Grenada Liechtenstein Northem Mariana Islands S ienra Leone Swaziland Turkmenistan British Virgin Islands Antigua and Barbuda Aland ISlands Cook Islands Saint Lucia Saint Pierre and Miquelon Mayotte Congo [Republic] Liberia Mozambique Islands and the Grenadines

1<!

:<.UU

uu:u:.;:u~
00:01:35 00:01 19 00:0610 00:01 :08 00:00:31 00:09:31 00:02:49 00:03:20 00:00:37 00:07:05 00:01:48 00:00:00 00:03:46 00:00:10 00:04:39 00:08:04 00:00:33 00:01:42 00:11:29 00:02:16 00:07:27 00:00:25 00:00:00 . 00:00:00 00:03:40 00:01:19 00:00:52 00:01:50 00:01:28 00:19:28 00:00:57 00:00:00 00:00:14 00:00:00 00:12:1 9 00:00:49 00:01: 12 00:00:00 00:26:22 00:00:00 00:00:00 00:06:22 00:00:00 00:00:00

"lUU.UULl/o

/j.UU"'/o

159. 160. 161. 162. 163. 164.

12 12
12 11 11 10 10

1.75 1.83 4.08

75.000,(, 100.00% 91.67% 100.00% 90.91%

58.33% 83.33% 41.67% 63.64% 72.73% 60.00% 80.00% 70.00% 80.00% 44.44% 57.14%

1.73 1.36
2.30 2.60 1.70 1.50 4.22 2.71 1.14 6.00 1.33 3.17 5.60 1.60 3.00 6.50 3.50 10.00 2.00 1.00 1.00

so.ooss
100.00% 90.00% 70.00% 100.00% 100.00% 100.00% 50.00%

165. 166.
167. 168. 169. 170. 171. 172.

10
10

9
7

7
6

85.71%
50.00% 83.33% 66.67% 40.00% 60.00% 60.00% 25.00% 50.00% 66.67% 33.33% 100.00% 100.00%' 66.67% 33.33% 66.67% .. 66.67% 33.33% 0.00% 33.33% 100.00% 50.00% 100.00% 50.00% 50.00% 50.00% 100.00% 0.00% 100.00% 100.00% 0.00% 10000% 100.00%
Row s 1 - 202
':Jf

6 6
5

83.33%
100.00% 60.00% 100.00% 100.00% 75.00% 100.00% 100.00% 66.67% 100.00% .100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% .100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 100.00% 1'00.00% 100.00% 100.00% 100.00% 100.00%. 100.00%

173. 174. 175.
176. 177. 178. 179. 180. 181. 182. 183. 184. 185. 186. 187. 188. 189. 190. 191.

5 5 4 4
3 3

3
3

3
3 3 3 3

1.67
4.00 2.00

1.67
2.00 3.00 2.67 1.00 2.00 1.00 1.50 .2.00 2..00 1.00 9.00 1.00 1.00 3.00 100 1.00

3 3
2 2 2 2 2 2

.

192. 193.
1.94. 195. 196. 197. 198.

19!,!. Niger
200. 201. 202. Palau Somalia Samoa

202

Attachment 6
Brand USA metrics in FY12

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DiscoverAmerica .com

Brand USA Metrics for FY12
1. Establish performance rnetrics to measure the impact of Brand USA marketing efforts and demonstrate the benefit to the U.S. economy and Brand USA partners: A. Establish an Advisory Group to develop and support methodology installed to track key performance indicators and metrics R Create statistical-based econometric model to provide. authoritative analyses of the visitor volume changes during the period covered by the authorization of spending Provide planning and impact insights to industry Partners to aid in their coordinated international marketing efforts D. Update objectives to include quantification datapoints upon completion ofmetrics determination and validation of measurement methodology (by June 30,2012) E. During the summer of2013, release year one data to support progress to date, schedule to achieve a 20: 1 ROI, and a projection on our rolling impact (Summer 2013)

c.

2.

Performance metrics for the Brand USA marketing communications campaign will be constructed around the following three main objectives (measurement previews attached): A. Deliver the mandated results 1. These rnetrics will be based on data from government sources (OTTI, UNWTO), econometric data (Tourism Economics), and spend data (charge/credit card data as well as survey data). They will focus on the campaign impact in terms: 1. Incremental visits 2. Incremental spending 3. Delivery ofROI 4. Incremental jobs generated in the United States 5. Incremental tax revenue derived B. Generate interest to travel to the United States among the target population 1. These metrics will identify whether the campaign is moving the target prospects of international visitors to higher consideration of and travel to the U.S. The measures will combine tracking data, website analytics, social media monitoring, travel trade data, and behavioral data on visits and spend. They will provide metries on: 1. Increased awareness of the United States as a travel destination 2. Increased awareness of the marketing campaign 3. Increased consideration of travel to the United States 4. Increased social media conversations about travel to the United States 5. Increased stated intent to travel to the United States 6. Increased actual visits to the United States, especially to lesser-known destinations C. Optimize the campaign through understanding which communications have the most impact 1. These measures provide the understanding of what tactics are most impactful in moving us toward our goal. They will be based on media impressions data, clickthrough data, click-stream data, and survey data for offline communications. They will measure: 1. Visits to www.discoveramerica.com by source

DiscoverAmerica .corn

2. Quality of visits by source 3. Profile ofwww.discoveramerica.corn visitors by source 4. Stated recall of campaign creative 5. Stated decision influences for visitors D. These' data will be provided in a dashboard format for ease of access the dashboard will contain key metrics grouped into: 1. Overall travel "landscape" and business opportunity 11. Target audience profile iii. Detailed plans (creative briefs, media plans, etc.) IV. Creative assets v. Campaign results

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