Item E12BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: DECEMBER 19, 2006
Bulk Item: Yes X No
Division: TDC
Department:
Staff Contact Person/Phone #: Maxine Pacini
296-1552
AGENDA ITEM WORDING:
Approval is requested of a revised logo for the Monroe County Tourist Development Council
advertising and promotions program.
ITEM BACKGROUND:
Visit Florida recently conducted a test of the effectiveness of their logo through Southern Methodist
University's (SMU) research department. In order to provide comparative analysis, SMU and Visit
Florida sought logos from other destinations. The Florida Keys & Key West logo was submitted for
testing.
The recommendations for improving the logo included removal of the "Monroe County Tourist
Development Council" line to decrease clutter, confusion, length and the business -like impression.
The study also indicated that the logo should retain the "Come as you are" positioning line as it was
felt to project a laid back and inviting attitude.
The TDC at their meeting of November 14, 2006 moved approval of the Florida Keys & Key West
Come as you are logo with the five dots representing the five districts, and approval to add the line
"Monroe County Tourist Development Council" underneath the logo for in -county advertising only.
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST:
COST TO COUNTY:
BUDGETED: Yes
SOURCE OF FUNDS:
No
REVENUE PRODUCING: Yes X No AMOUNT PER MONTH Year
APPROVED BY: County Atty X OMB/Purchasing N/A Risk Management N/A
DOCUMENTATION:
DISPOSITION:
Revised 11/06
Included X Not Required.
AGENDA ITEM #
Policies & Procedures
» Continued
SALE/RESALE OF TDC FUNDED ITEMS: Items funded, including creative and resulting
work product, by the BOCC/TDC, in accordance with Florida Public Records Law, are owned
by the BOCC/TDC and as such may not be sold. 09/14/94
Logo/Acknowledgement Usage Guidelines For Events
Destination/Turn Key/Cultural/Fishing Events
BOCC 9/20/06
Color ads four (4) color processing printing 06/12/91
Black & white ads shall include the Florida Keys and Key West logo in PMS black. 06/12/91
Use on all printed material as listed under the Acceptable Event Marketing Expenses list
TV: logo must appear at the conclusion of commercial
Hats/t-shirts/jackets/koozie cups: must carry the "The Florida Keys & Key West" logo
Radio Advertising: No logo is required. All radio announcements must say "Brought to you
by the Monroe County Tourist Development Council"
Trophies: Logos are not required on trophies.
In -County Logo
The below logo that includes the "Monroe County Tourist Development Council" designation is
The to be utilized in all approved in -county print newspaper ads,
magazine ads, street banners, posters and other approved
Flridd
signage efforts. Radio commercials should include "BroughtoKe yS to you by The Monroe County Tourist Development Council".
To seek approval, clarification and/or logo in electronic
&Key est format (eps or jpg file), contact Emerson Fales or John
Come as you are® Und 06 erwood with Tinsley Advertising at 305-856-6060. BOCC
12/20
MONROE COUNTY TOURW DEMOPMENT COUNCIl
Out -of -County Logo
The below logo that does NOT include the "Monroe County Tourist Development Council"
The designation is to be utilized in all other efforts including
any approved out -of -county print newspaper ads,
Fl
• magazine ads, television commercials, internet advertising
orlU Keys (banners, buttons, e-mail blasts), direct mail promotions
(brochures and pamphlets) and any approved promotional
Ke Vest items including programs, T-shirts, hats, jackets, trophies
Vand koozie cups. Radio commercials should include
• come ds you drC "Brought to you by The Monroe County Tourist
0•0 Development Council". To seek approval, clarification
and/or logo in electronic format (eps or jpg file), contact Emerson Fales or John Underwood at
Tinsley Advertising at 305-856-6060. BOCC 12/20/06
Monroe County Tourist Development Council Operations Manual Section Il, Page 15
9120106
Events Procedures DRAFT
» Continued
Logo/Acknowledgement Usage Guidelines For Events
Destination/TurnKey/Cultural/Fishing Events
BOCC 9/20/06
Color ads four (4) color processing printing (06/12/91)
Black & white ads shall include the Florida Keys and Key West logo in PMS black. (06/12/91)
Use on all printed material as listed under the Acceptable Event Marketing Expenses list
TV: logo must appear at the conclusion of commercial
Hats/t-shirts/jackets/koozie cups: must carry the "The Florida Keys & Key West" logo
Radio Advertising: No logo is required. All radio announcements must say "Brought to you
by the Monroe County Tourist Development Council"
Trophies: Logos are not required on trophies.
In -County Logo
The below logo that includes the "Monroe County Tourist Development Council" designation is
"1e to be utilized in all approved in -county print newspaper ads,
magazine ads, street banners, posters and other approved
FloriddKe s signage efforts. Radio commercials should include "Brought to
yyou by The Monroe County Tourist Development Council". To
&Key est seek approval, clarification and/or logo in electronic format (eps
or file contact Emerson Fales or Joh)pg ), n Underwood with
..••.come ds you are Tinsley Advertising at 305-856-6060. BOCC 12/20/06
MONROE COUNTY TOURIST DEVELOPMENT COUNCIL
Out -of -County Logo
The below logo that does NOT include the "Monroe County Tourist Development Council"
designation is to be utilized in all other efforts including any
The approved out -of -county print newspaper ads, magazine ads,
Fl• television commercials, internet advertising (banners,orl d Kevs buttons, e-mail blasts), direct mail promotions (brochures
1 and pamphlets) and any approved promotional items
eSt including programs, T-shirts, hats, jackets, trophies and
&Key koozie cups. Radio commercials should include "Brought to
• COme ds you de you by The Monroe County Tourist Development Council".
To seek approval, clarification and/or logo in electronic
format (eps or jpg file), contact Emerson Fales or John Underwood at Tinsley Advertising at
305-856-6060. BOCC 12/20/06
Monroe County Tourist Development Council Operations Manual Section IV, Page 80
TDB