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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Table of Contents
Section One:The Mission of the TDC
I. Vision Statement......................................................................................A-2
II. Purpose of Plan........................................................................................A-3
Section Two: Situation Analysis
I. Product Analysis.......................................................................................B-1
II. Position Analysis.....................................................................................C-1
III. Prospect Analysis....................................................................................D-1
IV. Promotional Analysis................................................................................E-1
Section Three: Program Planning
I. Program Development
i. Goals.............................................................................................F-1
ii. Priorities.......................................................................................G-1
iii. Resources....................................................................................H-1
II. Marketing Strategies and Implementation
i. Advertising.....................................................................................I-1
ii. Sales.............................................................................................J-1
iii. Public Relations............................................................................K-1
iv. Film Commission..........................................................................L-1
v. Research......................................................................................M-1
Section Four: Evaluation
..........................................................................N-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
The Mission of the
Section One:
Tourist Development Council
I. Vision Statement
The mission of the Monroe County Tourist Development Council is to set an overall
direction for the Monroe County tourism marketing effort in a manner that will assure long-
term sustained growth in tourism revenues while also guaranteeing the sustainability and
improvement of our product, including both our man-made and natural resources, and
improvements to the quality of life of our residents.
A-2
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Purpose of the Plan
II.
The nature of the marketplace dictates that a comprehensive and intergraded marketing
approach is needed by the Monroe County Tourist Development Council if it is to remain
competitive and to have a lasting impact on the development of tourism for the Florida
Keys. Our program must also balance sustainable tourism with improvements to the
quality of life of our residents.
The TDC must have a clear direction and understanding of marketing, market segments
and market techniques to be effective. The plan must focus on its present situation, goals
and objectives, resources, program strategies and evaluation criteria.
The following are general guidelines for the planning and development of the Monroe
County Tourist Development Council’s marketing plan as evidenced, in the Table of
Contents. Each section is further compartmentalized to address multiple areas.
a. Review of the TDC’s mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The Monroe County Tourist Development Council’s 2008-2009 Marketing Plan sets the
guidelines on how the revenues of the three penny (3%) bed tax on
(Florida Statutes 125.0104)
visitors will be allocated for the marketing of the Florida Keys and Key West.
Two penny revenue is broken down in the following manner: 5% state mandated reserve
; 7% of the net revenue may be used for program administration; 65% of
(Florida Statutes 129.01)
the net revenue is utilized for generic promotion and advertising; the remaining 35% of the
net is used for funding events, public relations and consumer mail fulfillment.
The third penny revenue is broken down in the following manner: 5% state mandated
reserve 3% of net revenue may be used for program administration. The
(F.S. 129.01);
remaining third penny revenues may be allocated within the following five categories:
visitor information services; capital projects; special events and district specific advertising
and promotion. District Advisory Committees representing the five districts within Monroe
County make recommendations for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
A-3
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
I. Product Analysis
The Florida Keys is the premier get-away destination located at the southernmost tip
of Florida and the continental United States.
Tourism is the Florida Keys main industry - with a current permanent population of
around 73,000. The Keys business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys.
The Florida Keys is easily accessible by land transportation. The primary mode of
travel for overnight visitors to the Keys is by auto or other form of land-based
transport. (84%)
The Florida Keys are accessible by air. (10%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, TWA and United connections), Delta, US Airways, and Cape Air,
Yellow Air Taxi, Sea Coast Airlines. Special charter service is available at Key
West International Airport.
2. Florida Keys/Marathon Airport also services the Florida Keys. This full service
facility can handle private, commercial and chartered flights.
3. Miami International Airport is the second largest international airport in the
United States. The Fort Lauderdale/Hollywood International Airport serves
millions of travelers from all over the world. Domestic and international
travelers to the Keys can fly into these airports and travel by car, shuttle or
bus into the Florida Keys.
Total commercial flight capacity at Key West International Airport is approximately
150 daily. Key West Airport annual passenger capacity is 600,000
arrivals/departures. Florida Keys Marathon Airport has passenger capacity of
250,000.
There are ferry services from the west coast (Fort Myers/Naples) of Florida to
downtown Key West. There are a number of marinas in the Keys that allow visitors
to arrive on their own boats.
The City of Key West receives approximately 800,000 cruiseship visitors a year.
Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West); shuttle services; major car rental agencies; and limousine services. Local
transportation by taxi and shuttles; and Key West offers public buses, unique trolleys
and a sightseeing train.
B-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
I. Product Analysis
-
continued...
The Florida Keys hosts a variety of accommodations. Accommodations in the Keys
for vacationers or business travelers include full service hotels, motels,
condominiums, guest houses (inns), beach cottages, licensed seasonal home
rentals, camping sites and house boats. The TDC lists nearly 15,000 rental units
throughout the Keys.
The Florida Keys camping and recreational facilities are available throughout the
Keys.
There are approximately twenty seven hundred licensed camping sites in Monroe
County.
Florida Park Service
:
Bahia Honda State Park
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry Tortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuary:
Florida Keys National Marine Sanctuary
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
I. Product Analysis – continued
The Keys boasts a variety of restaurants providing the visitor with a myriad of dining
pleasures including seafood specialties; ethnic cuisine; local delights; continental
and fine dining.
Night life in the Keys offers diverse entertainment. Local and internationally
recognized talent adds to the unique experience of the Keys.
The Florida Keys offers the best fishing opportunities anywhere in the world with
over 500 I.G.F.A. world records. Private charter trips are available throughout the
Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back
country, flats fishing to deep sea/offshore fishing on a daily basis and by
reservations. Visitors can also enjoy wading, pier and bridge fishing.
The Florida Keys hosts the only living coral reef in North America. Exploring the
living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in
1744, the John Pennekamp State Park and the National Marine Sanctuary together
with the many artificial reefs along the Keys provides the ideal snorkeling or diving
experience.
The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors, musicians and painters.
The Florida Keys has many attractions to offer. The primary attractions for the
visitor to the Keys are its natural resources, year-round temperate climate, parks,
and water activities including boating, fishing, snorkeling, diving and golf courses.
History plays an important role in the Keys experience. Historical homes,
lighthouses, museums and monuments weave an intriguing historical adventure of
pirates, wreckers, writers, poets and artists throughout the Florida Keys.
Sightseeing ranks the highest of visitor activities.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
II. Position Analysis
In analyzing the Florida Keys’ product for leisure tourism and meeting business, it is
important to identify the current positive aspects of the destination as well as
considering those areas which may, by improvement, enhance the Keys’ position in the
global marketplace.
1. Strengths and assets
temperate year-round climate - warm winters
friendly, ‘laid-back’ image
great natural resources to promote ecotourism
historical and cultural heritage
various disciplines of the arts
many sightseeing attractions
safe environment
best fishing resources in the world
number one dive destination
unique RV camping locations
excellent dining available
only living reef in North America
unique accommodations
southernmost point of the continental US
a major wedding & honeymoon destination
close relationship of two large metro airports of Miami & Fort Lauderdale
two commercial airports in the Keys – Marathon and Key West
2. Weaknesses and liabilities
lack of direct flights from principal out-of-state markets
negative perception of seasonal storms
lack of traditional sandy beaches
traffic congestion
lack of convention and meeting facilities
perception of over crowding in Key West from cruiseships
changes to availability of transient accommodations
reoccurring water quality issues
lack of stable service personnel resources
employment turnover rate
lack of affordable housing for our workforce
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
II. Position Analysis, continued...
Positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2)
consumer preferences and (3) consumer choices.
Based on positioning analysis, techniques such as trend analysis, market share analysis,
market buildup and test marketing are broadly employed to help position ourselves within
the marketplace.
Our position as an ideal cultural and historical tourism destination, sets the background for
a marketing campaign to highlight the unique character and attractions of the Florida Keys.
Cultural and historical tourism is travel directed towards experiencing the arts, heritage,
history, foods, ethnicity, architecture and other things including the natural environment that
contributes to the special character of a place. We intend to continue to bring this kind of
travel experience to the forefront of our campaign.
Ecotourism will also be at the forefront of our marketing program. Fishing, snorkeling,
diving, boating and other water related activities lead this market. Nature-based tourism is
ideal for the Keys in that we have wonderful environmental resources. We must promote
to responsible visitors who will understand to enjoy and protect our surroundings. The
environmental traveler looks for protected surroundings to enjoy and practice Green
responsible travel.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications build relationships, and relationships build brand awareness.
Research over the past few decades has consistently shown the multicultural consumers
respond best to messages and images that reflect an insight into their culture and the
unique ways they perceive the product or service. We must focus on developing diverse
marketing promotions and programs where each group is recognized as an integral part of
the overall marketing effort.
Geotourism is a term that places our marketing position in a more updated and desirable
position to the marketplace. Geo-tourism is about attracting visitors who understand about
preserving a destination’s environment, by helping to sustain or even enhance the
geographical character of the place visited, including the well-being or quality of life of its
residents. More travelers are wanting to not only visit or sightsee, but to learn more about
the history and culture of the area and it’s people. Travelers are learning to be ready to
act to preserve and protect the natural aspects of the destination. We will need to better
understand the psychographics of these potential visitors, to see what interests and
motivates these individuals to select destinations associated with environmental
sustainability.
With the globalization of travel, the Florida Keys are a great destination for international
tourism. International visitors have a tendency to stay longer while visiting. Based upon
the country’s preference of vacation periods, we are able to strategically market
international travel throughout the year.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Our focus will continue on the United Kingdom, Germany and Canada, with the secondary
markets of Italy, France, Scandinavian countries and German speaking countries. Chinese
travelers are limited at his time, however, a strong economy, a growing middle class, higher
standards of living and rising incomes make China a market that we need to cultivate and
plan for future travel.
The Keys has developed a reputation as a great weddings/honeymoon destination.
Although there are plenty of things to do in the Keys, we are also ideal for those who just
want to enjoy other’s company with a minimum of distractions. Destination weddings are
like taking a mini-vacation with your closest friends and family.
Alternative transportation is an essential point of our marketing to help relieve the traffic
problems. There will be more focus on regional jet air and the expanded ferry service,
and making visitors aware, that once they are in the Keys, there are a number of
alternative means of transportation, which would include shuttles, public busses, taxis,
pedi-cabs, tour trains, trolleys, bicycles and of course, sightseeing on foot.
With the potential visitor or consumer looking for value in their purchases, we must
position our marketing approach to strategies to increase customer satisfaction for their
visit to the Keys. We will focus on Customer Relationship Management (CRM) to give the
visitor a good experience while planning their travel.
Our market competition are the destinations that compete with us in many of the tourism
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay/lesbian travel, ecotourism, soft adventure,
cultural tourism, in-state vacation travel and other specialty markets. We must compare
our competition’s coverage, budget and demographics to our own and how it relates to
industry results.
Electronic Marketing/Internet/Website
Our website is our most important marketing tool in the promotion and service to the
potential visitor. This being the case, then getting the potential visitor to the website is the
most important call to action. The main sources for users in finding the website is through
mainstream advertising such as print and broadcast ads, and through Internet marketing.
All print and broadcast advertising includes our website address. Internet advertising
includes some banner ads, but most of our marketing will be search driven by search
engines or key search words, and direct email/promotions. Search engine submissions
requires research to get to the best positions. Search words require picking the best terms
that relate to our destination’s promotional positioning.
We will continue to focus on direct electronic marketing such as e-mail blasts, newsletters
and electronic magazines (e-zines). E-mail marketing will be to the travel trade industry
and to opt-in consumers. E-newsletters and e-zines will be developed by the staff and our
agencies of record to be also mailed to opt-in users.
Electronic links from other promotional sites to our website will be an important marketing
medium. Within our e-newsletters, e-zines, and direct e-mail promotions, we will offer e-
co-ops to the industry that will allow link-throughs to our partner’s website.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographics of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world. International marketing is
no longer an option, but a strategic imperative.
The marketing of our website is very important to the overall plan. We must think of our
website as a product, and the content as the product lines.
Website service after the potential visitor finds the site becomes the final and most
important stage in determining a visit. We must design a site that provides the user with
the kind of service comparable to the corner market in one’s neighborhood – simple,
precise and personable. As our site expands with more destination information, users will
not have the patience to scan through four or five links just to get to the right area of the
site. The site needs to make users feel welcome and guide them to the needed
information for a decision making step. After the decision has been made, the site must
have the ability to make the sale directly from the site.
Our site now provides the user with a program to search the types of accommodations and
sort the listings based on amenities selected, so to be linked directly with the property’s
reservation system.
Electronic marketing, focusing on permission based methods has become one of the most
effective marketing tools available to destination marketing. Target permission results
based marketing requires three essential elements: (1) getting permission (opt-in); (2)
maintaining interaction and (3) measuring results.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrow cast to meet the specialized needs of each incoming user. The more specific the
audience definition is, the more interesting, and useful the site becomes to its visitors,
which, in turn, allows for more efficient and direct marketing. The site will become our
main sources of Customer Relationship Management (CRM) program. We must be able to
interact with the potential visitor by receiving email and allowing the user to opt-in for
additional promotional services from the site. Relationship marketing is also about
keeping existing customers happy, along with attracting new customers. Content is a
strong driver for encouraging repeat visits by users, particularly when it is fresh, timely and
gives the user a reason to visit regularly.
This year we will be adding new features to our website including: (1) The video of the
week, which could be a television clip or video developed by the public relations agency.
(2) Video and photo guestbook, in which visitors would be able to submit videos and
photos of their trips to the Keys. Their submissions would be monitored by the web editor
for approval and then auto-posted to the site. (3) Search engine optimization services to
optimize the site on a continuous basis to increase the organic search term placement.
The results of these efforts will increase traffic to the site as organic listings are seen as
more credible than pay-per-click adwords. (4) Establish mobile web service. (5) High
definition virtual wreck and reef tours where users can see all of the various reef and
wreck locations with high-resolution photos and high definition video.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
We are going to further expand our international websites with significantly more content
and search engine recognition. Also, increase our streaming media and live web cams
throughout the site. As internet connections continue to increase, more and more users
are seeking live video to watch.
One of the most important elements of e-marketing is that we will be able to track Internet
marketing to our site. You are able to see how the visitor came to the site, either by
banner, click-through, search, site address or by link. This helps us to evaluate and
measure our marketing efforts and the strategic objectives.
Customer Relationship Management
Customer Relationship Management (CRM) refers to strategies to increase customer
satisfaction by using a one-on-one approach to customers even in a global market by
managing, interaction and tracking between customer and the industry.
The first role in CRM is that the potential visitor or customer should be in charge of his or
her experience. We must do everything we can to make the experience more personal
and to give a quick response to their needs. The response and interaction needs to be
direct.
To use this one-on-one approach in a global marketing, we will be looking to use more
electronic marketing in the areas of (1) database information; (2) e-mail blasts and
newsletters; and (3) our website.
Data base information is collected from the travel trade industry such as travel agents, tour
operators and meeting planners. Consumer data base information is collected from opt-in
e-mail requests to our site, or opt-in requests to other travel related sites wanting
information. This is called permission based marketing.
E-mail has become one of the most inexpensive means of direct mail possible. After
receiving permission (opt-in e-mail), we will send out electronic marketing messages to the
trade industry and directly to consumers through e-mail blasts or newsletters.
Our website is our main source of CRM. The website can narrow cast to meet the
specialized needs of each incoming user. The web user can interact by receiving
destination information within electronic brochures, live cams, maps, videos, multi-lingual
assistance, updated news releases, opt-in mail and on-line reservations. User generated
material such as sharing trip videos and photos on our web site is a cost effective
promotion.
Other CRM direct marketing includes direct mail advertising with co-op opportunities so
that the consumer can interact directly with the lodging property or other business
partners. Also, we will continue to interact with the consumer through intercept research
programs such as the Visitor Profile Study and our VIS program.
Our new technical ways to retrieve and send information on travel and our ability to
communicate to the consumer through CRM will continue to define the new economy and
build business one traveler at a time.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
III. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the highest
return for investment for the destination. Strategic programs implemented by the TDC to
target these markets are outlined in this document from Section Three: Marketing
Strategies and Implementation.
Domestic Markets
1.
Primary
Florida (Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee,
Collier, Orange, Duval, Sarasota)
New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Indiana, Massachusetts, Connecticut
Secondary
Virginia, South Carolina, Alabama, Wisconsin, California, Missouri,
Tennessee, Maryland, Texas, North Carolina, Louisiana
International Markets
2.
Primary
Germany, United Kingdom, Canada
Secondary
Italy, Ireland, France, BeNelux, Switzerland, Finland, Austria,
Japan, Scandinavian countries, and South American countries of
Argentina, Brazil and Venezuela, and China.
Specialty Markets
3.
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism/Green Travel
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
M. Travelers with Disabilities
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Primary Market Segments
4.
A. Leisure Travelers
B. Special Event Travelers
C. Travel/Trade Industry
1. travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airline travel centers
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetings/Incentives/Business Travel
Market Segments
Diving and Snorkeling
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the variety of
wrecks and reef structures including the only living reef in North American attracts visitors
to the Keys.
Fishing
We offer the greatest variety of fishing in the world. Twelve months a year visitors can
compete in tournaments or simply enjoy a day on a charter boat excursion. We want to
focus on our charter boat fishing promotions this year.
Historic/Cultural
The historic and cultural influences within the Florida Keys entices and marvels visitors.
The architecture, art, music and historical tours turns the Keys into a number one
sightseeing educational adventure. Our research shows that visiting historic places and
museums consistently falls in the top for activities participated in by domestic and
international visitors. Geotourists fall within this segment. They are people attracted to the
cultural, historic, environmental, aesthetics and heritage of the places they visit.
Gay/Lesbian
The gay and lesbian market represents a broad perspective that spans national, cultural
and language barriers. The gay market has a diversified travel experience with
discretionary income. As one of the world’s leading gay/lesbian destinations, Key West
offers many opportunities to expand this market.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Mature or Senior (Retired)
Mature individuals (50+) account for nearly 25% of the total US population. This group is
growing rapidly due to the aging of the ‘baby boomer generation’. The financial power of
mature consumers, coupled with their tendency to have more leisure time available for
travel and their growing numbers make this segment one of particular strength. We will
develop the opportunity to target upscale retired persons who can travel Sunday through
Thursday, and during our slowest time periods of August and September.
Ecotourism
Eco-travelers are a specialty interest traveler and should be considered an excellent target
market because they are a responsible visitor from whom we can profit, but also will
respect our natural resources. Whether it is camping, bird watching, wildlife sightseeing,
water related activities (diving, fishing, etc.) or learning the nature based heritage of the
Florida Keys, this market is perfect for our destination. Ecotourism or nature-based
tourism, acts on the principles of traveling to natural areas with the intentions of preserving
the environment and the cultures associated with the region. Environmental travelers are
also looking for Green Lodging properties to stay in and be part of other Green Travel
activities. Geotourists also fall in this segment.
Weddings/Honeymoon
The weddings/honeymoon market is a growing market that not only strengthens our ‘off-
season’ months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures while on the trip.
Although we call the segment Weddings/Honeymoons, these markets are two distinct
markets. We are marketing for what is called the Destination Wedding market, and the
Honeymoon market. Destination weddings are planned outside the bride and groom’s
home area, and brings a large group of family and friends to our destination. These family
members and friends stay before and after the wedding and after the couple has gone to a
possible different location. Wedding business is good for lodging, caterers, photographers,
planners and ceremonial figures. Of course, the Keys are ideal for romantic honeymoons.
Meeting/Incentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys. The demographic profile of
travelers taking business trips differs from most US travelers. Most have a college degree
and a higher annual income. Business travelers maybe for training seminars, management
meetings, or sales seminars.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Soft-Adventure
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, kite boarding, camping, diving, sport fishing and other related activities that seek
exciting and sometimes risky experiences.
Boating
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for all kinds
of events such as boat shows, races and any watersports activity. Whether the visitor
rents, charters or uses their own boat, there are marinas from one end to the Keys to the
other, to give the visitor a great boating experience.
Travelers with Disabilities
People with disabilities are one of the largest minority groups worldwide. We are
developing marketing strategies to reach this important market so that they have
accessibility to our marketing efforts and assist them to travel to the Florida Keys. There
are hundreds of millions of potential visitors with disabilities, and that does not include
friends and relatives who travel with them.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
IV. Promotional Analysis
1. Promotional Events
The promotion of special events is a very important part of our overall marketing program.
Events not only draw visitors to our destination, but also gives visitors who may not have
been aware of a certain event, the opportunity to experience different activities while on
vacation and tell others about the experience. This develops return visits and adds new
awareness of things to do for potential visitors.
We have marketing funds available for sponsored events in each of our districts. Each
District Advisory Committee (DAC) establishes a Request for Proposal and allocates
funding for that district destination events. Most event funding is for advertising only,
however, in some cases that involves national sponsors and national or international
marketing when funding as a turnkey operation is considered.
There are also cultural events promoted through the TDC Cultural Umbrella, and fishing
tournaments promoted by the TDC Fishing Umbrella.
All event funding recommendations by the District Advisory Committees, Cultural
Umbrella and Fishing Umbrella Committees are reviewed by the advertising agency and
require approval by the TDC. These events are evaluated by their ability to draw
visitors; offering of activities; and the marketing of the awareness and image of our
destination.
For a list of TDC sponsored events and destination events including other Cultural and
Fishing tournaments, go to our web site and click on Calendar of Events.
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for discretionary
use to enhance and support the specific tourism development efforts of a district. One of the
uses is capital projects. The attraction of tourists to the area must be one of the capital
project’s main purpose. The capital project must be a publicly owned and operated facility or
owned and operated by a not-for-profit organization and open to the public.
Capital improvements can include beach improvements, beach maintenance,
renourishment, enhancements and clean up where there is public access to the beach or
beach park area.
Capital projects are very significant to the marketing of the awareness and image of a
destination. It is important within the descriptive profile of our product that we have public
facilities such as museums, auditoriums, recreational areas, nature centers, beaches,
monuments and other historic and cultural attractions for our visitors.
E-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Another important aspect to funding public facilities and areas is that these projects and
improvements are not only beneficial to our visitors, but also to the residents of Monroe
County. The capital projects program helps preserve nature and historic sites in the Keys.
It also enhances the local culture and supports the geo-tourism efforts of our marketing
program.
The District Advisory Committees, with input from Monroe County, local municipalities,
chambers of commerce and general public, formulate a vision of what each community
would like to see developed or maintained by the county.
E-2
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Section Three : Program Planning
I. Program Development
Overall Marketing Goals
i.
(measures of accomplishment)
a. Develop overall program which balances the county’s economic
viability while preserving the environment and quality of life for
residents.
b. Increase efforts to Weddings/Honeymoons markets.
c. Expand cultural/historical campaigns.
d. Increase Eco-tourism campaigns to include Green Travel.
e. Increase Internet promotional program through new rich
technology.
f. Increase awareness of new product redevelopment of lodging
properties.
g. To increase visitor expenditures.
h. To increase longer stays.
i. Increase marketshare of international visitors.
j. Increase group and incentive meeting business travel.
k. Increase comprehensive public relations program for markets
outside of the United States.
l. Increase awareness of the Keys to the film industry for promotional
opportunities.
m. Increase diversity of multicultural marketing.
n. Increase Gay/Lesbian travel market.
o. Increase co-operative efforts with Visit Florida Tourism programs.
p. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
q. Develop a comprehensive marketing program for travelers with
disabilities.
r. Increase charter boat fishing promotions and industry business.
s. Develop brand awareness to the China market.
F-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Top Marketing Priorities
.
II
a. Strengthen year-round tourism program.
b. Develop top-of-mind awareness of the Florida Keys as the premier
get-away destination to the US and international markets.
c. Promote markets that will have the most significant positive
economic impact on the lodging industry.
d. Promotion of new product redevelopment of lodging.
e. Promote historical, heritage, environmental, artistic & cultural geo-
tourism program.
f. Promote ecotourism/green travel.
g. Development of capital projects and improvements.
h. Promote the Fishing Industry.
i. Promote the Dive Industry.
j. Promote Gay/Lesbian Market.
k. Identify and market to the visitor with the highest average daily
expenditure for longer stays.
l. Develop international markets.
m. Promote attractions.
n. Promote awareness of the new Florida Keys Marathon Airport
and development of direct flight service into the Florida Keys.
o. Promote special events.
p . Diversity in multicultural marketing communication.
q. Promote Family Travel.
r. Promote Weddings/Honeymoons’ market.
s. Promote to travelers with disabilities
G-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Resources (to execute program planning)
III.
a.
Board:
Monroe County Tourist Development Council
b
DAC’s:
Monroe County District Advisory Committees
c.
Staff:
Marketing Director - Senior executive executing the goals, objectives
and policies set by the TDC
Office Manager - responsible for daily operation of the Administrative
Office - monitoring budgets
Director of Sales - responsible for coordination of sales as directed by
TDC
Director of Research - responsible for the coordination of research as it
relates to requirements of TDC
Administrative Assistant - responsible for the coordination of daily
office duties through the direction of Office Manager
Finance Assistant - responsible for annual report, reviews invoices &
reimbursement requests, assistance in other areas of operation
Administrative Secretary - responsible for reception, telephones,
assisting with meeting preparation and general office duties
Office Assistant – responsible for reception, telephone, administrative
support and general office duties
Sales Assistant - provides clerical and secretary support to the Sales
Department
Sales Managers - responsible for special market segments and their
performance
Film Liaison - bring awareness of the Florida Keys as a film, television,
video and print location and to assist and support to production
shooting in the Keys
d.
Training:
Staff training and development is another process within our program. Employee development
is a continuous process of reviewing basics and learning new materials and techniques.
Training can help reduce employee turnover by increasing productivity, motivation and job
satisfaction. The kinds of training include departmental orientation, market knowledge and
market techniques.
The Governor’s Conference on Tourism offers many educational opportunities within their
program that include sales, research, tourism marketing and administration.
H-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Training
- Continued...
The Florida Association of Convention and Visitors Bureaus/TDC’s has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing joint tourism marketing
workshops to help service the industry.
The Hospitality Sales and Marketing Association International has workshops and a Florida
Keys charter who meet regularly and presents speakers, networking and educational
opportunities for staff.
eAgencies of Record
.
1. Tinsley Advertising - Advertising
2. Stuart Newman Associates – Public Relations
3. FloridaKeys.com – Website Provider
fSupport Agencies
.
1. Cellet Travel Services - United Kingdom and Germany
(sales)
2. KBC PR & Marketing - United Kingdom, Germany, France,
Italy and Scandinavian countries
H-2
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Budget (as legislation directs)
g.
FY 2009 TDC THREE PENNY BUDGET
$24,845,648*
1.04%
1.95%
.66%
10.87%
21.96%
.29%
3.41%
34.75%
10.2%
5.86%
2.57%
5.13%
.76%
Advertising - $8,633,612- 34.75%Public Relations/Ameurop - $1,273,475 - 5.13%
Sales/Marketing - $638,050 - 2.57%Research - $188,000 - .76%
Administrative/Overhead - $1,456,824 - 5.86%Finance/Attorney - $138,136 - .56%
Umbrellas/Events - $2,533,890 - 10.20%VIS/Fulfillment - $847,506 - 3.41%
Capital - $5,457,141 - 21.96%Resources - $258,019 - 1.04%
County Cost allocation - $483,582 - 1.95%Film - $164,913 - .66%
Emergency - $2,700,000 - 10.87%Monroe County Council of the Arts - $72,500 - .29%
H-3
Monroe County Tourist Development Council 2008-2009 Marketing Plan
FY 2009 TDC TWO PENNY BUDGET
"EVENTS' (35%) Portion $5,456,050*
2.28%
15.21%
3.02%
1.82%
1.06%
1.34%
22.18%
37.37%
15.72%
Public Relations/Ameurop - $1,209,975 - 22.18%
Emergency - $857,833 - 15.72%
Cultural/Fishing/Diving Umbrellas - $2,039,100 - 33.37%
Finance/Attorney Salaries/Benefits - $73,337 - 1.34%
Resources - $57,806 - 1.06%
Fulfillment - $99,156 - 1.82%
Film - $164,913 - 3.02%
County Cost Allocation - $124,300 - 2.28%
Special Projects (Capital) - $829,630 - 15.21%
H-4
Monroe County Tourist Development Council 2008-2009 Marketing Plan
FY 2009 TWO PENNY BUDGET
'Administrative' (7%) Portion
$1,009,620*
.25%
21.45%
7.18%
1.31%
.99%
1.19%
4.15%
1.29%
1.68%
.5%
.25%
1.83%
1.86%
41.41$
1.49%
11.19%
1.98%
Administrative/Operating - $418,117 - 41.41%Administrative Advertising - $15,000 - 1.49%
Administrative Travel - $20,000 - 1.98%Business Lease - $113,000 - 11.19%
Communications - $18,500 - 1.83%Supplies - $18,740 - 1.86%
Courier - $2,500 - .25%Cleaning - $5,000 - .50%
Repairs/Rentals - $17,000 - 1.68%Resources - $13,069 - 1.29%
Finance/Attorney - $41,912 - 4.15%Visit FLA - $12,000 - 1.19%
Capital Outlay - $10,000 - .99%County Cost Allocation - $13,200 - 1.31%
Emergency - $216,582 - 21.45%Dues/Subscriptions - $2,500 - .25%
Monroe County Council of the Arts - $72,500 - 7.18%
H-5
Monroe County Tourist Development Council 2008-2009 Marketing Plan
FY 2009 TWO PENNY BUDGET
'Advertising & Promotional' (65%) Portion
$7,998,246
*
23.27%
7.92%
2.87%
2.18%
14.4%
36.81%
2.05%
.74%
.2%
7.74%
1.09%
.68%
Advertising - $2,820,000 - 35.26%
Media Materials - $150,000 - 1.88%
Ad. Expenses - $50,000 - .63%
Collateral - $80,000 - 1.0%
Research - $188,000 - 2.35%
Sales - $638,050 - 7.98%
Fulfillment/Trade - $15,000 - .19%
Resources - $187,147- 2.34%
Emergency Reserves - $1,225,817- 15.33%
County Cost Allocation - $193,841 - 2.42%
*Special Projects (Capital) - $1,834,386 - 22.93%
Sales & Marketing Staff & Related Costs - $616,005 - 7.70%
H-6
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
2. Lodging Association of the Florida Keys and Key West
3. Key West Innkeepers Association
4. Key West Business Guild
5. Key West Attractions Association
6. Key West Bar and Restaurant Association
7. Marathon Hospitality Association
8. Federation of Chambers
9. Florida Keys Council of the Arts
(Cultural Umbrella contract)
10. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella Contract)
11. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
12. Visit Florida – State Tourism Office
13. Hospitality, Sales & Marketing Association
International (Florida Keys Chapter)
14. International Association of CVB’s
15. Fl. Association of Convention & Visitor Bureaus & TDC’s
16. TDC sub-committees
H-7
Monroe County Tourist Development Council 2008-2009 Marketing Plan
IIMarketing Strategies, Methods, Implementation and
.
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
L. Film Commission
M. Research
H-8
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I. Advertising
Advertising is the primary marketing engine for the TDC. Through media, the
agency establishes a style and attitude for the destination that sets it apart from
the competition, and then projects this image to a large audience, creating
positive reasons to visit the destination.
Print advertising includes magazines and newspapers. Magazines allow us to
target our messages demographically by reaching an affluent traveler with high-
quality photo reproductions and a long shelf life. Newspapers, on the other hand,
offer the ability to communicate tactical retail offers (property and attractions co-
op programs) and flexibility in terms of ad position, strong local market coverage,
relatively low cost, quick response placement, and broad public acceptance. We
will continue to advertise in the Sunday Travel sections where a potential visitor
is actively seeking travel options. Both newspaper and magazine advertising
efforts also allows the TDC to offer co-op programs to our industry partners at an
affordable rate.
Broadcast advertising includes television and radio. Television brings our
message to life, teasing the senses with compelling sights and sounds of the
destination. We do not promote to the masses on television. Instead, we select
specific networks and programming where we reach the affluent traveler.
Television will not only include a national cable buy but spot market television to
provide greater advertising pressure in key feeder markets. Strategic radio buys
allow us to promote special events to targeted listeners and to give quick-
response marketing at needed times including post-hurricane and slower season
efforts.
The Internet has become a full-fledged medium in its own right. Essentially, it's
the world's best travel encyclopedia, and content is king. Using a powerful
combination of broadcast and print advertising, viewers on this highly interactive
medium can spend as much time as they want learning about the destination.
We will continue to be active on the web with banners, search engine words and
listings, direct response e-mail, rich media, other e-marketing efforts and online
fulfillment. We will also build our consumer base from our web site with e-
permission responses covering various Keys activities and promotions. Our
continued use of Internet advertising enables us to deliver comprehensive, up-to-
the-minute information and imagery to anywhere in the world, at the touch of a
button.
Other forms of advertising include brochures, billboards (outdoor, suburban
transit), DVDs, direct mail and other promotional and give-away materials. Such
advertising can have an effect upon the perceived desirability of the destination
and project a constant and controlled reminder to visit and revisit.
×óï
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Objectives
1. Continue to develop top-of-mind awareness and image of the Florida Keys
& Key West as the premier Florida destination for leisure or business
travel for the domestic and specific international markets.
2. Create and maintain a campaign that highlights all the reasons and
motivations to visit and “protect” our destination.
3. Develop a creative and flexible media plan for year-round tourism for the
Florida Keys. Also execute the most efficient media buy to reach the
affluent traveler with “stay down longer” messaging where applicable.
4. Continue to maintain a unique marketing identity in relation to competitive
destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event
managers, and meeting planners to promote the Florida Keys & Key West
as a total destination.
6. Bolster our campaign with value-added opportunities and co-op
advertising within existing media and plan future co-op in our consumer e-
marketing efforts.
7. In all efforts, drive consumers to our web site for immediate information,
service and point of sale.
Goals
1. Increase international visitation to the destination.
2. Develop “Own a City” campaigns in the international market of Dublin, Ireland
and the domestic market of the Treasure Coast, Florida (Jupiter, Stuart, Port
Saint Lucie, Fort Pierce, and Vero Beach).
3. Increase visitor response to our web site.
4. Develop additional advertising efforts to promote charter boat fishing
throughout the destination.
5. Develop additional advertising efforts for the travelers with disabilities market.
6. Utilize the TDC database for additional e-marketing and direct mail efforts.
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×óí
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Target Marketing
One of the essential elements in any marketing plan is that of identifying and
selecting target markets. This is called market segmentation. Competition has
become so sophisticated that we must identify and carefully define our target
markets to be effective in our advertising.
We can identify our market in categories such as leisure travelers, travel trade,
group or business and specialty markets. But it is fundamental that we know and
understand the characteristics of these various market segments. Advertising
must examine these market segments through demographics, psychographics
and geographic analysis. The key is to identify who is traveling, where they are
coming from and what was their motivation for making the trip. We want to turn
our target market into a captive audience.
We will continue to develop and refine our electronic or Internet marketing. We
will use the Internet through search engines, search words, links, banners and
email blasts to key in on specific markets, both nationally and internationally. We
will also target respondents to our web site and other travel related sites who opt-
in for additional information and promotions.
The Advertising Agency will also continue to work with the research arm of the
Tourist Development Council on visitor analysis to help identify new and
emerging markets including international efforts.
We will once again look to develop “Own a City” campaigns, where we will
choose an emerging market and create a comprehensive promotional campaign.
This campaign will include advertising, public relations, sales and other
marketing elements, in a short period of time, to give significant promotional
coverage in the targeted area.
With the emergence of condo conversions and with newly renovated properties
demanding a higher average daily rate, the Agency will promote the luxury
experience by targeting an even more affluent traveler who is willing to spend
more and stay down longer. We will also aggressively target the international
markets being cognizant of economies and exchange rates. These international
travelers stay down longer and spend more while visiting the destination.
We will also target the slowest tourism periods of August, September and early
October with direct marketing efforts to the international and mature markets.
×óì
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the
product or services that differentiate it from the competition.
Brand equity is the marketing term for a brand’s value in terms of awareness and
perceived quality - in other words, its proven ability to draw and keep customers.
Branding can reflect personality and an attitude, such as our destination’s theme,
“Come as you are”. Our Florida Keys & Key West positioning has become highly
effective in creating consumer awareness of our laid back atmosphere and
lifestyle. As the advertising reflects: Early riser or night owl. Fisherman or sun
worshipper. Diver or tippler. Gourmet or gourmand. Art lover or souvenir
hunter. Seeker of luxury or connoisseur of funk.
Branding also develops consumer loyalty, even when reasonable substitutes are
offered at lower prices. People are willing to pay more because of the
perceptions they associate with the name Florida Keys & Key West.
E-Marketing
Electronic marketing is one of our best methods for developing awareness and
image in the most direct, time-efficient and personalized manner available.
Interactive electronic marketing is more than a multimedia to entertain or engage
a consumer. It is a higher level of strategic marketing allowing the consumer to
respond to an interactive relationship with the product. This interactivity is the
single element with the greatest impact on advertising and branding today and is
part of our Customer Relationship Management (CRM) program. The ability to
gather specific and up to the minute consumer feedback makes it possible to
adapt advertising messages instantaneously, respond to consumer needs and
evaluate the marketing effort.
Our e-marketing campaign will focus on search engines, search words, link-
throughs and e-mail blasts, e-newsletters and rich media banners. This year we
will continue to offer co-op electronic advertising for our industry partners and
promote to receive user generated information such as trip videos and photos.
One of the best features of e-marketing is that it enables us to measure the
effectiveness of our efforts on a daily basis. Because the advertising is electronic
and is direct, it allows us to track the information back to the user or allows us to
see if the methods of marketing attracted the potential visitor. We are also able
to determine how the visitor came to our site, either by banner, search engine
words, web site address or by a hyperlink. We will continue to supply monthly
reports on internet effectiveness.
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Target Audiences
Consumer
The general target audience for The Florida Keys & Key West is affluent
Adults.
By targeting the affluent adult, we ensure delivery of our
message to this segment. We also achieve delivery to the
“aspirational” element of a broader audience: those with less
income who aspire to experience a quality vacation and thus will
be more likely to travel to the Florida Keys & Key West.
Within this group, “umbrella” campaigns will be skewed to prospects with
special interests:
Leisure Travel
Ecotourism/Green Travel
Diving
Fishing
Snorkeling
Cultural/Historic/Art
Gay/Lesbian
Mature
Ecotourism
Weddings/Honeymooners
Soft-Adventure
Romance
Family Travel
Luxury Travel
Travelers with disabilities
Travel Trade
Travel Agents/Tour Operators, both nationally and
internationally.
Meeting Planners, for small to mid-size meetings
International Travel
International advertising efforts will have a primary focus on the consumer
as these travelers are becoming more independent on making their own
plans for visiting the U.S. With the growth of the Internet, the destination
has increased its presence on search engines and travel specific web
sites. We will also use email blasts and e-newsletters as direct
promotions. Marketing to specific international markets at the opportune
time allows the TDC to promote year-round tourism as certain
international markets travel during our winter months and others during
our off-season. The economy will also be a factor and the value of the
dollar to each country’s monetary currency.
×óê
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Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $100,000+
A proportional percentage of our target market will reach HHI $250,000+
% of
PopulationTotalIndex
AGE 35-64, HHI $100,000+29,596,000100.0%169
Total Men15,059,00050.9%101
Total Women14,537,00049.1%99
Age 35-394,585,00015.5%124
Age 40-445,610,00019.0%126
Age 45-496,282,00021.2%130
Age 50-545,776,00019.5%132
Age 55-647,343,00024.8%130
HHI $100,000-$149,99917,849,00060.3%131
HHI $150,000-$199,0006,262,00021.2%136
HHI $200,000-$249,0002,395,0008.1%136
HHI $250,000+3,090,00010.4%130
Married26,633,00090.0%102
Single918,0003.1%83
Professional/Managerial17,342,00058.6%107
College Graduate17,151,00058.0%103
Own Primary Residence28,876,00097.6%101
2+ Airline Tri
ps in Past Year17,764,00060.0%109
5+ Nights in Hotl/Motel21,195,00071.6%106
Northeast6,678,00022.6%105
Midwest6,163,00020.8%94
South9,490,00032.1%99
West7,264,00024.5%103
Source: 2007 Monroe Mendelsohn Affluent Survey, Heads of House, HHI $100,000 or more
Index: An Index is used to express the percent difference from the average. The average
is always 100. Any number above 100 represents the percent above average.
For example, Married-102 index. This means that our target population is 2% more likely
than the average to be married.
×óé
2008-2009 TOTAL PLAN
Media Materials
Resources/
2%
Production
Talent & Residuals
11%
1%
Collateral
1%
Expenses
1%
Video
1%
Trade Shows
Radio
Consumer
1%
>1%
Magazines
13%
Gay Media
3%
Intl Consumer
6%
Meetings
Magazines
Internet
1%
9%
Domestic Trade
>1%
In State TV
7%
Intl TradeOut of State TV
>1%8%
Newspaper
Camping
18%
National Cable
Directories
19%
0%
$8,633,612
×óè
2008-2009 MONTHLY MEDIA SPENDING
December
November
January
October
6%
9%
22%
5%
September
1%
August
2%
February
July
17%
3%
June
5%
May
4%
April
5%
March
21%
$7,323,750 Media
×óç
2008-2009 ADVERTISING BREAKOUT
Fishing
Umbrella
3%
Cultural
Umbrella
3%
Generic
Dive Umbrella
(includes Media
5%
Materials,
Expenses, and
DAC 5
Collateral)
10%
34%
DAC 4
10%
DAC 3
7%
DAC 2
DAC 1
4%
24%
$8,633,612
×óïð
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Co-op Advertising
Cooperative advertising was introduced to provide accommodations, businesses, and
attractions, direct access to major travel markets at a cost-effective rate.
Due to limited availability, all co-op space and time is on a first come, first
served basis.
Space / time reservations are arranged through a media insertion order form
from a hotelier’s ad agency, and/or a check made out in the full amount for
the co-op program a particular business is participating in.
ONLY Florida Keys tourism destination messaging is allowed in any co-op ad.
Magazine. There must be at least four participants for each page. Co-op will
be offered in various formats.
Newspaper Generic: There must be a minimum of 4 participants in each ad.
Newspaper District: Whether the co-op is display or listing, there must be at
least two participants.
All advertising materials must be supplied in accordance with the individual
co-op offering.
The Agency of record will have final creative control of the co-op program and
its participation.
Generic and District Co-op is initially for lodging properties and then offered to
other tourism related businesses within the Keys that help promote the
destination (attractions, restaurants etc.). Umbrella co-op programs are
initially offered to specific umbrella-related businesses (diving, fishing and
culture) and lodging properties.
×óïï
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COLLATERAL AND FULFILLMENT
When callers request brochures or flyers, The Chambers of Commerce will
handle all fulfillment requests. Fulfillment will include pieces provided by the
Chambers of Commerce, specific to their district, and other tourism-related
collateral.
Call to Action Phone #’s
U.S.A:
1-800-FLA-KEYS (For brochures).
This is a consumer line that is answered live at the Chambers during
business hours; voice mail after hours.
U.K:
01564-794555 (For brochures, videos or rate guides).
01564-795333 (Fax)
This is a United Kingdom/Ireland travel trade line that is answered by our
sales staff at Cellet Travel Services.
Germany:
0221-2336-451 (For brochures, videos or rate guides. 0221-2336-
450 (Fax). This is a German travel trade line that is answered by sales staff
at Get it Across.
Fishing Umbrella:
1-888-FISH-KEYS (For fishing tournament guide).
This is a consumer line that is answered at USA 800. The operator will take
the caller’s name and address and the tournament guide will be mailed within
two days.
Fulfillment Houses
Domestic fulfillment houses
USA 800 - Kansas City, MO
They control all fishing tournament guide fulfillment.
The Monroe County Tourist Development Council Office - Key West, FL
They control all trade fulfillment requests as well as trade & consumer show
fulfillment.
International fulfillment houses
BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European fulfillment house.
Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services
Germany, Austria, Switzerland and the Netherlands.
×óïî
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Generic Collateral
The following collateral is available for trade shows (travel trade and consumer
shows) and are available as downloads* on the fla-keys.com web site.
*Destination/Generic Brochure:
A complete guide on every district, diving,
Description:
fishing, events, attractions, meeting planners guide. 4” x 9”
four-color
Destination/Generic DVD
: An interactive DVD that includes a button for the
new Keys Video, a button for the Destination/Generic Brochure as a PDF File,
a button & link that connects to the official TDC web site and a button for
Description:
maps and screensavers. DVD & DVD Sleeve
Conch Brochure:
* A brochure that gives a description of each district with
specific attractions, map and Chamber information. Available in English,
Italian, Japanese, Portuguese, Spanish, Swedish, French, & German.
Description:
4” x 9” four color
Meeting Planners Guide:
* A guide featuring a beauty shot of participating
properties, along with a description and room/facilities chart. Includes map
Description:
and directional information.8.5” x 11” folded, four color
Florida Keys & Key West Film Commission Production Guide:
A
brochure highlighting location sites, attractions and permit information as well
as accommodation and film production related business listings.
Description:
5.5” x 8.5” four-color B&W inside
District / Umbrella / Association Collateral:
Key West Attractions Guide:
A membership listing of the attractions,
shopping and visitor centers in Key West. Produced by the Key West
Attractions Association. • Available in English, German and Italian. •
Description:
4” x 9”, 8 panels, four-color
Key West Business Guild Brochure:
*Key West, “Where there’s freedom,
Description:
there is expression”. 4” x 9”, 16 pg., four-color
*Fishing Tournament Guide:
Complete list of Tournaments with date,
location and director information as well as fishing & boating information
Description:
within the Keys. 12” x 9”, folded 3 panel, four-color
*Cultural Magazine:
Magazine featuring a complete calendar of events,
articles on cultural aspects of the Keys as well as the visual & performing arts
×óïí
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Description:
in the destination.8.5” x 11”, 16 pages, four-color • Weight: 2.1
oz. • First Class: .63¢ • Bulk: .27¢
*Dive and Snorkeling Brochure:
Includes information about diving and
snorkeling in the destination and highlights particular interests per district as
Description:
well as a complete reefs and wrecks dive map. 4" x 9", 16
pages, four-color
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wùíï÷ ûé ãíç ûê÷v
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GENERIC MEDIA PLACEMENT
Consumer Magazines (Dedicated)
Full, 1/2, 1/3, 1/4 and 1/6 page, four-color ads will be utilized to target to
the upscale seasoned traveler, both domestically and internationally.
Consumer Magazines (FLA USA co-op)
Co-op participation in consumer magazines and travel trade publications.
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide (North America Edition)
Official Florida Camping Directory
Consumer Magazine (Destination Co-op)
Full, two-thirds and half page, 4 color ads with destination property
participation
Internet/E-Marketing
Search Engine/Search Word listings - Yahoo, Google and Ask.com
Banner advertising and e-mail blasts on several magazines’ web sites as
added value.
Opt-in direct marketing promotional efforts (e-mail blasts to opt-in
subscribers, TheKnot.com, NYTimes.com, AJC.com, Boston.com, and
WashingtonPost.com)
Weather.com
FLAUSA.com
WeddingChannel.com
ShermansTravel.com
SaltWaterExperience.com
GolfPromo.com
Television
National Network Cable :30 second spots on programs targeted to reach
the demographic profile:
CNN/Headline News, The Travel Channel, The Weather Channel, Home
& Garden Television, CNBC, Bravo, Fox News, and The Food Network.
Thirty second TV spots will also be used in NY in the winter and in-State in
the Spring/Summer.
Newspaper
Ads placed in the travel sections of top feeder market newspaper, both in
state and out of state. Newspapers allows for co-op opportunities for
individual properties.
Travel Trade
Ads to create awareness among travel planners both domestically and
international and coincide with major travel shows.
Meetings/Groups/Conventions
Both co-op and dedicated ads will be utilized to increase the potential for
The Keys to become a location for small to mid-sized meetings and group
travel.
×óïé
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All efforts will promote traffic to the Florida Keys and Key West web site
(www.fla-keys.com).
The publications on the media plan are selected based on the following
criteria:
Target audience
Cost efficiency/cost per response
Past performance
Co-op ability
×óïè
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
GENERIC MEDIA PLAN
Magazines:
Conde Nast Traveler
Male: 45%
Female: 55%
(Top 10 Market Edition)
Circulation: 408,675Median Age: 52.0
Pae, 4C CPM: $97.98Median Household Income: $152,613
g
Travel & Leisure - Eastern Editon
Male: 47%
Circulation: 480,949Female: 53%
Page, 4C CPM: $86.29Median Age: 51.0
Median Household Income: $123,500
AMEX Visit Florida Insert
Male: 48.2%
Travel & Leisure, Food & Wine, Travel & Leisure Family Female: 51.8%
Circulation: 1,273,000Median Age: 49.0
1/3 Page, 4C CPM: $20.75Median Household Income: $119,000
The New Yorker
Male: 50.3%
Female: 49.7%
(East of Mississippi Circulation)
Circulation: 350,000Median Age: 55.0
1/2 Page, 4C CPM: $17.29Median Household Income: $154,933
Florida Travel & Life
Male: 30%
Circulation: 100,000Female: 70%
Page, 4C CPM: $62.82Median Age: 50.7
Median Household Income: $96,000
Islands
Male: 60%
Circulation: 200,000Female: 40%
Page, 4C CPM: $94.30Median Age: 49.0
Median Household Income: $138,700
Shermans Travel
Male: 31%
Circulation: 250,000Female: 69%
2/3 Page, 4C CPM: $31.18Median Age: 52.0
Median Household Income: $90,000
Texas Monthly
Male: 47%
Circulation: 300,000Female: 53%
1/2 Page, 4C CPM: $58.27Median Age: 46.5
Median Household Income: $91,062
×óïç
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
GENERIC MEDIA PLAN
Magazines (continued):
Destination Wedding & Honeymoons
Male: 30%
Circulation: 155,000Female: 70%
Page, 4C CPM: $71.48Median Age: 28.0
Median Household Income: $69,000
Bridal Guide
Male: 23%
Circulation: 193,617Female: 77%
Page, 4C CPM: $65.34Median Age: 26.2
Median Household Income: $52,324
AAA Going Places Magazine
Male: 40%
Southern Edition-FL,GA & TNFemale: 60%
()
Circulation: 2,460,000Median Age: 56
1/2 Page, 4C CPM: $7.54Median Household Income: $69,700
AAA World Magazine
Male: 44%
(NJ,PA,DC,VA,MD & DE)Female: 56%
Circulation: 2,283,000Median Age: 58.2
1/3 Page, 4C CPM: $3.95Median Household Income: $92,900
Source: MRI Fall 2007
2007 Monroe Mendelsohn (MMR)
×óîð
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
GENERIC
2008-2009 Media Spending by Category
Collateral
3%
Expenses
2%
Production
Consumer Magazines
Media Materials
3%
12%
5%
International Consumer
Talent & Residuals
Resources
7%
2%
5%
Video
Meetings Magazines
0%
1%
Int. Trade
1%
Domestic Trade
1%
Newspaper
10%
Internet/Emarketing
7%
National Cable
Out of State TV
34%
4%
In State TV
4%
×óîï
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîî
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîí
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîì
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîë
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîê
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óîé
wóÈ ÓÉ Û ÙÇÊÓÍÇÉ ÌÐÛÙ× ÈÔÓÉ ñ×à å×ÉÈ ùÐÍÉ×Ê ÈÍ ôÛÆÛÎÛ
ÈÔÛÎ ÈÍ ïÓÛÏÓ èÔ× ÉÍÇÈÔ×ÊÎÏÍÉÈ ÙÓÈà ÓÎ ÈÔ× çé
ÛÎØ Úà ÖÛÊ ÈÔ× ÏÍÉÈ ÇÎÓËÇ×v
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DAC 1
2008-2009 Media Spending by Category
Resources/
Production
Consumer
9%
Newspaper
Magazine
27%
8%
International
4%
Out of State TV
7%
Internet/
Emartketing
In State TV
9%
10%
Gay Media
National Cable
11%
15%
$2,088,267
×óîç
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíð
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíï
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíî
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíí
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíì
wèÔ× ÓÉÐÛÎØÉ ÛÎØ ÓÉÐ×ÈÉ ÍÖ ÈÔ× ðÍÅ×Ê ñ×ÃÉ ÛÊ× Û ÎÛÈÇÊÛÐ ×ÉÙÛÌ× ÖÍÊ
ÈÊÛÆ×Ð×ÊÉ ÛÎØ ×ÄÍÈÓÙ ÉÌ×ÙÓ×É ÍÖ ÅÓÐØÐÓÖ× ÛÐÓÑ× éÇÎÖÓÐÐ×Ø ØÛÃÉ ÛÎØ
ËÇÓ×È ÎÓÕÔÈÉ ÛÅÛÓÈ ÃÍÇ ÓÎ ÈÔÓÉ ÈÊÍÌÓÙÛÐ ûÏ×ÊÓÙÛÎ ÌÛÊÛØÓÉ×v
ùÛÏÌÓÎÕ ? ÷ÙÍÈÍÇÊÓÉÏ ? øÓÆÓÎÕ ? öÓÉÔÓÎÕ
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
DAC 2
2008-2009 Media Spending by Category
Resources/
Production
Magazines
16%
27%
Internet/
In State TV
Emarketing
23%
10%
Camping
Out of State TV
6%
16%
Video
2%
$322,611
×óíê
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíé
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óíè
wéÍÏ× ÇÎØ×ÎÓÛÚÐ× Ã×ÛÊÎÓÎÕ ÓÎ ÈÔ× ÔÇÏÛÎ ÉÌÓÊÓÈ ÑÎÍÅÉ
ÈÔ× Ê×ÉÈÍÊÛÈÓÆ× ÌÍÅ×ÊÉ ÍÖ Ì×ÛÙ× ËÇÓ×È ÛÎØ ÅÛÊÏÈÔ
óÎ ÈÔ× ñ×ÃÉ Å× ÅÓÐÐ Ú× ÛÈ ÔÍÏ× óÎ ïÛÊÛÈÔÍÎ Å× ÛÊ× ÓÎ ÈÔ× Ô×ÛÊÈ
ÍÖ ÈÔ× ñ×ÃÉ ÛÎØ ÃÍÇ ÙÛÎ ×Æ×Î ÖÐà ÓÎv
DAC 3
2008-2009 Media Spending by Category
Resources/
Production
14%
Video
2%
Out of State TV
Newspaper
9%
47%
In-State TV
12%
Internet/
International
Emarketing
5%
11%
$434,077
×óìð
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óìï
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óìî
wóÉÐÛÏÍÊÛØÛtÉ ÌÛÉÈ ÓÉ ÙÔ×ÙÑ×Ê×Ø ÚÃ Û ÊÍÏÛÎÈÓÙÛÐÐà ÊÛÕÈÛÕ ÐÍÈ ÍÖ éÌÛÎÓÉÔ
×ÄÌÐÍÊ×ÊÉ ùÛÐÇÉÛ óÎØÓÛÎÉ ÓÈÓÎ×ÊÛÎÈ ÖÓÉÔ×ÊÏ×Î ÌÓÊÛÈ×É ÉÛÓÐÍÊÉ ÉÛÐÆÍÊÉ
ÈÊ×ÛÉÇÊ× ÔÇÎÈ×ÊÉ úÛÔÛÏÓÛÎÉ ÉÃÚÛÊÓÈÓÙ ×ÄÌÛÈÊÓÛÈ×É ÖÊÍÏ ÇÌ îÍÊÈÔ
ÛÎØ Ì×ÍÌÐ× ÅÔÍ ÒÇÉÈ Õ×Î×ÊÛÐÐà ÅÛÎÈ ÈÍ ×ÉÙÛÌ×v
öÓÉÔÓÎÕ ? ôÓÉÈÍÊÓÙÛÐ éÈÛÈ× ìÛÊÑÉ ê×ÙÊ×ÛÈÓÍÎ ûÊ×ÛÉ ? øÓÆÓÎÕ
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
DAC 4
2008-2009 Media Spending by Category
Resources/
Production
12%
Rack Card Flyer
1%
National Cable
Video
11%
1%
In-State TV
International
9%
6%
Internet/Emarketing
Out-of State TV
13%
16%
Magazine
Newspaper
12%
19%
$890,677
×óìì
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óìë
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óìê
wèÔ×Ê×tÉ ÉÍÏ×ÈÔÓÎÕ ÏÛÕÓÙÛÐ ÛÚÍÇÈ ñ×à ðÛÊÕÍ èÔ× Ï×Ê×
Ï×ÎÈÓÍÎ ÍÖ ÓÈ ÙÍÎÒÇÊ×É ÇÌ ÊÍÏÛÎÈÓÙ ÓÏÛÕ×É ÍÖ úÍÕ×à úÛÙÛÐÐ
ÛÎØ ÏÛÑ×É ÃÍÇ ÅÛÎÈ ÈÍ ÙÍÏ× ØÍÅÎ ÛÎØ ÙÊ×ÛÈ×
ÉÍÏ× Ï×ÏÍÊÓ×É ÍÖ ÃÍÇÊ ÍÅÎv
÷Æ×ÊÕÐÛØ×É ? øÓÆÓÎÕ ? ïÇÉ×ÇÏÉ ? öÓÉÔÓÎÕ ? çÎØ×ÊÅÛÈ×Ê éÈÛÈ× ìÛÊÑ
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
DAC 5
2008-2009 Media Spending by Category
Resources/
Production
13%
Newspaper
International
30%
7%
Out of State TV
Video
14%
1
100%
1%
In State TV
Magazines
Internet/
10%
9%
Emarketing
16%
$838,190
×óìè
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óìç
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óëð
ùçðèçêûðøóæóîõ éîíêñ÷ðóîõ
öóéôóîõ
çïúê÷ððûé
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
UMBRELLAS
Cultural
Fishing
$226,240
$283,550
24%
30%
Diving
$450,000
46%
×óëî
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óëí
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óëì
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óëë
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
21-Sep
14-Sep
7-Sep
31-Aug
24-Aug
17-Aug
10-Aug
3-Aug
27-Jul
20-Jul
13-Jul
6-Jul
29-Jun
22-Jun
15-Jun
8-Jun
1-Jun
25-May
18-May
11-May
4-May
27-Apr
20-Apr
13-Apr
6-Apr
30-Mar
23-Mar
16-Mar
9-Mar
2-Mar
23-Feb
16-Feb
9-Feb
2-Feb
26-Jan
19-Jan
12-Jan
5-Jan
29-Dec
22-Dec
15-Dec
8-Dec
1-Dec
24-Nov
17-Nov
10-Nov
3-Nov
27-Oct
20-Oct
13-Oct
6-Oct
29-Sep
×óëê
Ó±²®±» ݱ«²¬§ ̱«®·¬ Ü»ª»´±°³»²¬ ݱ«²½·´ îððèóîððç Ó¿®µ»¬·²¹ д¿²
Measurability
a) Internet click throughs will be monitored and tracked monthly with placement
of advertising. (Recommend BPA auditing)
b) Inquiries from trade/meeting publication advertising produces leads to the
sales division and directly to lodging industry. The sales division will track
these.
c) VIS phone calls (area of dominant influence) will be traced to media
placement.
d) We will track the geographic and demographics of potential visitors to see if
advertising is hitting the market.
e) Conversion studies will be developed by the TDC Market Research
Department to measure the effectiveness of selected media to actual visits.
f) Specific URLs will be placed on select print media at various times throughout
the year to gauge consumer response to advertising.
Different tracking opportunities will come up during the fiscal year. We will keep
all opportunities open to take advantage of these methods.
×óëé
Monroe County Tourist Development Council 2008-2009 Marketing Plan
J. SALES
The sales team is comprised of individuals who work primarily in the field, within identified existing
markets and potential growth markets. The sales staff interfaces one on one with the travel trade,
which includes travel agents, tour operators, incentive planners, meeting planners and receptive
operators. The staff also works with state and regional tourist bureaus along with ground, air and
sea travel specialists and limited direct consumer shows, promoting the Florida Keys & Key West
as a destination.
Though the sales team effort acts in concert with the efforts of advertising, public relations, and
research, the sales effort is specialized and uses methods unique to the field of sales. These
methods will be discussed in greater detail within the body of this sales plan for fiscal year 2008-
2009.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and demand for
the destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and marketing arm
by promoting the Florida Keys and favorably influencing consumer destination choices.
3. To provide the trade and the lodging industry assistance and professional support utilizing
all tools, personal skills, venues and methods available to us in an effort to achieve
profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and the
travel trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the local
lodging/attractions industry and participate in idea exchange, seek feedback regarding
market activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross selling
and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in secondary emerging
markets both domestic and internationally.
8. To promote specialty or niche market opportunities within the destination.
J-1
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Goals
1. Develop domestic sales efforts targeted towards specific consumer market segments.
(i.e. weddings/honeymoon, gay and lesbian, eco-friendly, soft adventure and luxury
travelers).
2. Develop direct promotional activities within the international meetings market.
3. Create electronic newsletter targeted to the weddings/honeymoon market.
4. Establish an electronic based travel agent educational tool for domestic home travel
agents.
5. Develop an electronic “Own a City” domestic campaign targeting the Treasure Coast of FL
and Dublin, Ireland for the international sector.
6. Increase awareness of historic inn and small boutique lodging inventory to travel trade
industry.
7. Develop an international “see for yourself” campaign to the Keys, highlighting green travel
Initiatives and soft adventure activities.
8. Establish a ‘green travel’ e-zine for international and domestic distribution.
9. Develop sales promotional methods to travelers with disabilities.
10. Establish branding promotions for China through Visit Florida.
J-2
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Staff Responsibilities
Director of Sales Department administration. Oversees sales staff activity and reporting in both
international and domestic markets as well as specialty markets, i.e. dive,
fishing, and gay travel. Oversees activity of sales offices based in the UK and
Germany. Develops and implements annual sales plan under budgetary
guidelines. Liaises with the advertising agency, public relations agency,
research department, Web provider, fulfillment houses domestically, in the
UK, Germany, Visit Florida, Visit USA Committees, trade professionals and
journalists.
Sales Manager Responsible for implementing sales plan activity for domestic travel targeting
feeder markets in the United States. Works with Domestic Tour operators,
consumers and retail travel agents in the United States. Provides additional
assistance with specific international markets as directed by the Director of
Sales. Acts as a liaison between sales department and dive umbrella.
Sales Manager Meetings & Conventions market. Works with corporate, national and state
association planners and incentive planners to generate group business for
the Keys. Provides additional assistance with retail travel agents and
consumer events in the domestic market.
Sales Manager International Market. Responsible for implementing sales plan activity in
Europe, Canada and Latin America. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in the UK and Germany in the implementation of our international
sales plan.
Sales Manager (Part time) Responsible for implementing sales plan activity in gay market.
Participates in trade and consumer oriented exhibits and workshops targeting
gay and lesbian travelers and agencies specializing in gay and lesbian travel
programs.
Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination
booth at specialty market expos as outlined by the Director of Sales.
Maintains Florida Keys dedicated phone line for United Kingdom, Scotland,
Cellet Travel
professionals and consumer interests. Coordinates fulfillment orders with
Services, Ltd.
fulfillment house in the UK. Assists in sales missions and initiates sales calls.
Liaises with KBC PR agency.
J-3
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Maintains Florida Keys dedicated phone line for Germany, Austria,
Cellet Travel
Switzerland. Participates in tradeshows, and provides support for continued
Services, Ltd.
trade professionals and consumer interests. Coordinates fulfillment orders with
fulfillment house in Frankfurt. Assists in sales missions and initiates sales calls
with the assistance of a German sub-agency called Get It Across Marketing.
Also liaises with Mikulla Goldman PR agency.
Sales Assistant Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities as they
relate to trade shows, sales missions, presentations, fam trips, sales calls and
coordinating and encouraging industry participation.
The sales staff provides on going customer support through telemarketing, trade fulfillment, sales
calls, site visits, presentations, electronic promotions, familiarization trips and general assistance.
Each manager provides a report following each venue and organizes all leads generated as a
result of a sales promotional event or trip for processing by the sales assistant and forwarding to
the industry for follow-up.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of the Monroe County Tourist Development Council.
Methods of Sales
Trade Shows -
Organized and established exhibits domestically & internationally. Normally the
format is standard full booth (10’ X 10’) or (8’ X 10’) pipe and drape, trade table (jr. booth), counter
top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would
be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering
of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and
gather pertinent information with regards to destinations, accommodations, attractions, airlines,
rental cars, cruise ships, or any travel industry product. They provide a very effective means of
making contact with a significant number of interested buyers within a few days time or the length
of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are
interested in doing business with. Trade shows are attended by travel agents, tour operators,
receptive operators, meeting planners, journalists, and consumers depending on the show format.
Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to
meet new customers and renew personal relationships with existing customers. They also
provide an opportunity to discuss any problems a client might be having or address specific needs
of that client. Trade shows provide a venue for many introductions to the industry participants and
even in participant absence, an opportunity to record leads for follow-up after the show. Trade
shows are essential in the travel industry. An inordinate amount of business is booked worldwide
either right on the spot or as a result of follow-up.
J-4
Monroe County Tourist Development Council 2008-2009 Marketing Plan
Sales Missions -
Sales Missions are comprised of an organized delegation of sales people of a
common grouping who travel as a group to a specific geographic area to meet face to face with
customers. Some common activities of a sales mission are appointment calls taking place within
the client’s office environment to discuss the various products represented. The mission may also
include hosted breakfast/lunch/reception/dinner training seminars and product presentations to the
trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A
hosted reception is often appropriate and provides a casual atmosphere in which to network, but
with the clear objective being product exposure. Missions are commonly organized by Visit
Florida and open to statewide participation. Many times, we organize our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
“Destination Days”
occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination to
their clients and consumers, and to update them on new product and current events associated
with the travel industry.
Sales Calls -
Sales calls are comprised of visits to travel trade offices where an appointment is
held, or in a restaurant where the destination representative invites the point of contact to share a
meal. Sales calls can be executed by an individual or in a small grouping of sales people. Sales
calls are effective and the customer is usually pleased that the sales person has taken the time to
visit them personally and provide materials such as brochures, videos, etc. Though their agencies
and offices are most often busy and hectic with the day’s transactions, they are usually hospitable
and will make time for you with few exceptions. The downside of sales calls is that it can
sometimes be difficult to see more than 3 or 4 planners daily depending on the length of the call.
Sales calls are the most effective method of establishing or maintaining a relationship with a
valued customer.
Familiarization Trips -
Familiarization trips are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade professionals
who have been qualified beforehand. The average size is 15 -20 participants but can vary. They
will generally have a local escort from the tourist bureau or a hotel may choose to solely organize
their own fam. Fams are generated from a variety of sources: Airlines, tour operators, state and
regional tourist bureaus, travel agencies, corporate hotel chains, etc. Fams are golden
opportunities to help these professionals sell your product by experiencing it firsthand. We in the
Florida Keys get very creative with our fams and follow the philosophy that we do not want the
participants to spend all of their time inspecting hotels, but to experience what the destination itself
has to offer in the way of attractions, activities, gardens, museums, watersports, nature,
architecture, history, etc. Hotels have the opportunity for exposure by hosting meals and doing
brief presentations and/or providing complimentary lodging. All meals, accommodations and
activities are sponsored either by the lodging/attractions industry or by the TDC, resulting in no
significant costs to the fam participants. Fams are most always a very positive experience. The
downside is dependency on fair weather, securing lodging during peak occupancy periods and
fams are usually short 1 - 3 nights. The participants cannot see or experience all there is. Fam
opportunities arise frequently throughout the year.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Direct Mail -
Direct mail refers to a specific mail campaign offering a special promotion, or it can
be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a
tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to
any market, trade or consumer. It can be a very effective tool.
Electronic Marketing
- Electronic promotion of our destination using various internet media
including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is cost
effective, reaches an audience that staff would not be able to physically visit, available across
every time zone during business hours, is targeted and trackable. This is an excellent follow up
tool to sales missions, trade shows and keeps established clientele informed on destination
updates. It can also be used as an educational source for meeting planners, travel agents and
tour operators.
Telemarketing -
Telemarketing is any sales activity that takes place over the phone. It can be
proactive and soliciting or simply responsive and reactive providing necessary sales support. The
TDC sales office, the media hotline at SNA, the Chambers’ VIS lines, and the dedicated UK and
German lines are the telemarketing centers of our organization.
Co-operative Programs -
The sales department offers many co-operative delegate programs to
the Keys tourism industry as does Visit Florida. Co-op booth space provides a more affordable
opportunity to exhibit than to contract independently with the show organizers. Many show
regulations provide for this type of arrangement, but some organizers do not. Keys industry
participants join in the destination booth and have the opportunity to sell not only the destination
but their product as well. Fees vary from show to show. We have had great success with this
approach throughout the recent years. Additionally, we frequently offer brochure distribution
opportunity when it is not feasible to offer delegate participation.
Sponsorships -
We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a trade function
sponsor. All sponsorship participation must be evaluated by its potential benefits.
Lead Generation -
The sales staff accumulates leads as a result of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed
along to the industry either via e-mail with the post trip report or via fax. Timely processing and
distribution of leads is a critical component. The leads may vary in quality, but each lead is
distributed as a result of a direct request from a travel professional. Sometimes this includes
consumers as well.
Follow-Up -
Once leads have been obtained and distributed to the industry, follow-up to both our
industry partners as well as to the travel trade is essential in determining the results of a sales
effort. Lead follow up can be accomplished through different methods including: contacting travel
trade to determine action steps taken as a result of our meeting, contacting meeting planners to
determine how many properties responded to their request for proposal or contacting trade
partners to determine booking volume as a result of a training or sales call to a reservation call
center.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
INTERNATIONAL MARKET OVERVIEW
There are some very positive reports emerging as we prepare for 2008/2009. The international
market is beginning to rebound and is based on three main factors: the currency exchange rate
(USD vs. EURO and USD vs. Pound Sterling), the possible U.S. government administration
change and finally, pent up demand.
The feedback we have received from our primary international markets (UK, German speaking
countries, Canada, Holland and France) is filled with optimism, as the long awaited open skies
agreement is moving forward and should be in place by fall 2008. Open skies will allow for
increased access to the coveted gates at Heathrow and ‘air space’ between Europe and North
America. This increase in competition will benefit the consumer as the number of flights and
subsequent seats between Europe and the U.S. expands, initially driving down ticket prices. The
open skies agreement will be phased into effect, with the first phase premiering later this year. On
a local level, members of the international travel trade are reporting that hotel partners are
becoming flexible with room allotments as the increase in lodging inventory coupled with a
potential softening in the domestic market has created a shift in marketing strategies benefiting
the international sector.
The dollar has plummeted to 2:1 against the pound sterling. The British travel trade is reporting
that the demand for long haul trips to the United States has increased, however until air seats
open up, the demand for seats may surpass capacity. Those that do travel to the States will ‘opt
up’ in the lodging of choice and more up-market hotels are poised to benefit. Incorporated into
trips to the U.S. will be shopping excursions, as Brits are obsessed with American branded
clothing items, most notably ‘trainers’ and Levi’s blue jeans. As the EURO currency hovers
around 1.6:1 USD, Europeans are finding that a long haul trip to sun and beach destinations in the
United States is actually less expensive than traveling short haul to Turkey, Spain or similar Euro
currency based warm weather locales. We will continue to monitor the economic conditions in the
UK and Europe, including fluctuations in the currency exchange rate as this may affect future
consumer behavior.
Due to the transitions within our traditional markets, we will actively promote the diversity of our
lodging facilities, attractions and cultural offerings to those travelers seeking a holiday that is
completely unique. Our smaller historic inns, village like atmosphere, artisans in residence and
exquisite cuisine all create an experience that stands out from a typical Florida holiday. The
introduction of self catered and upscale lodging product has been well received by the
international tour operators who view the concept as a way to increase average length of stay and
generate increased revenue for both buyer and seller.
A concentrated promotional campaign highlighting green travel initiatives will be incorporated
throughout all of our sales efforts in the next fiscal year. Responsible, sustainable tourism is a
focal point amongst consumers as well as the travel trade, with the international traveler looking
for those destinations and lodging products that incorporate eco-friendly and green practices
within their businesses and are mindful of respecting and protecting the local environment.
With our designation as a marine sanctuary, the various wildlife refuges, state parks and marine
mammal conservancy, the Keys are far ahead of other Florida based destinations as it pertains to
responsible, sustainable tourism. This coupled with our unique lodging options, the diversity of
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
attractions and activities within the destination as well as our cultural and historic significance will
continue to stimulate interest in the Florida Keys and set us apart from other vacation destinations.
The following profiles outline economic considerations and travel behaviors of our most prominent
inbound international market segments.
Profiles
Resources used in the information provided below includes Visit Florida Research Department,
the Travel Industry Association of America, the U.S. Commercial Service, Visit USA Committees
and the various U.S Embassies
I. EUROPE
BELGIUM
International Traveler Profile
U.S. continues to be the top long-haul destination
California, New York and Florida are the favored areas to visit
The fly/drive market represents 50% of total Belgian holiday travel segment
Average age of long haul traveler is 45-54 years old
Belgians travel from June through mid-September with a peak in July
Belgian travelers are independent, seeking tailor-made trips.
Average length of stay is 2 weeks
Travel Preferences and Trends:
The potential Belgian traveler will conduct research via the internet about a possible
destination in the US before making their travel plans.
Belgians prefer the personal interaction that comes with using a travel agent
Belgian incomes allow for a high level of disposable income to be spent on long-haul travel
Seeking more “Adventure Vacations” vs. strictly beach activity but definitely prefer warm sunny
weather
Economic Considerations and Political Trends:
Belgium economy remains stable, with Brussels being the capital of EU.
Four main airlines AA, CO, Delta and UA offer daily flights to the US.
Sales to the U.S. has increased by 20%
Belgium has the seventh highest per capita income worldwide
DENMARK
International Traveler Profile:
US remains favored choice for long haul destination
California, Florida and New York are the top three travel destinations
Fly/drive packages most popular
Danes enjoy 5 full weeks of annual vacation
Average Length of stay is 9 nights
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Travel Preferences and Trends:
Tour Operators are still used for long haul travel arrangements
Travelers are becoming more adventurous, looking for more unique experiences
Danes enjoy long road trips, making the Overseas Highway a ‘must see and do’ for this market
Due to harsh climate, continue to see sun and warm beach holidays
Economic Considerations and Political Trends:
Delta and Continental announced direct flights from Copenhagen to Newark and
Atlanta, making connections into the Florida Keys very easy.
Most Danes already carry the biometric passport, making entry into the U.S. easy
Visitor arrival figures to the U.S. have risen by 20% in the past year
Denmark’s standard of living, with a GDP of USD 40,650 is among the highest in the world
FRANCE
International Traveler Profile:
US remains top choice among long haul destinations
70% of visitors choose fly/drive vacations, as they are individualized
55% of visitors come from Paris and its surrounding regions
Average age is 25-45 years old
Average length of stay is 14 days for fly/drive market
Vacations usually taken between June 30 and September 15
Trend is toward more “natural destinations and exploration vs. Theme parks
The French are attracted to the sea, beaches, sun which explains Florida’s popularity
The French are also very fond of culture, history and food
New York, Florida, and California remain the preferred destinations
Travel Preferences & Trends:
Today’s generation of travelers is comfortable traveling in English-speaking areas
Bed and breakfast stays are becoming increasingly popular, as the French are looking for a
more personal interaction with the local community.
Miami is the #2 port of entry for French travelers (NYC is #1)
There are 9 carriers offering direct flights to the U.S. daily
Economic Considerations and Political Trends:
Market indicators project double digit growth in the French market. The U.S. is expected to
continue its designation as first choice in long haul travel
Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
The U.S. Dollar/Euro exchange rate has made U.S. a good buy
In 2007, # of French travelers to the U.S. grew by 28%
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
FINLAND
International Traveler Profile:
The U.S., Thailand and China are top three long haul destinations
Florida, NY and California are the most popular destinations within the U.S.
Majority of Finns choose packages, but trending toward individualized travel.
Finns enjoy beach holidays, nature based attractions, sports and local culture
Travel Preference & Trends:
Finnish tour operators report that more Finns are seeking active adventure holidays, custom
travel packages and are interested in interacting with local cultures.
Summer (late June through mid-September) is most popular time of year to travel to the States
Visit USA Committee, Finland is reporting an increase in the number of inquiries for
Information on travel to the Florida Keys as an extension of the Miami experience.
Economic Considerations and Political Trends:
Finnair has announced direct flights from Helsinki into the U.S. with good connections through
Atlanta and Newark.
Finland is included in the Visa waiver program, and there are no restrictions for U.S. travel in
the Finnish market.
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
Florida remains the favored U.S. based destination
Average length of stay is 16.2 nights
Main travelers to Florida are now adults w/o children (93% vs. families 6.8%)
Florida Keys captures 13.8% of German visitors while in Florida
Reasons for traveling: weather, climate, beaches, nature, wildlife
Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba
diving
Travel Preferences and Trends:
74% of travelers plan their long haul vacation outside of summer months
Internet bookings not effecting tour operator business. Represent less than 9% of all
long haul travel business.
Greatest growth potential is in “young active senior” market (over 50) or adults without
children
Shoulder seasons may see increase in visitors due to profile shift from families to couples
Strong competition coming from the “American west” and National Parks Service.
Economic Considerations and Political Trends:
Increasing inventory may positively effect travel to the Keys
German economy very strong; consumer confidence is up; vacations are paid for up front in
advance.
EURO value to the dollar the highest on record
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
IRELAND
International Traveler Profile:
The U.S. is the most popular long-haul holiday destination
Ireland represents one of the fastest-growing markets for U.S. based travel and tourism
products
Florida, New York and California most popular destinations
Average length of stay is 14 nights in the U.S.
21 daily scheduled flights into the US with additional charter airlift.
Travel Preferences and Trends:
Prefers sunny, warm destinations
Destinations “slightly off the beaten path” becoming very popular
The United States earns one half of Ireland’s long haul travel market
Positive Immigration experience conducted in Ireland – Customs may soon follow
800,000 projected visitors for 2007/2008
Short term bookings becoming more normal; leisure travel booked average 2-6 weeks out
Economic Considerations:
Ireland has the second-fastest growing economy in the world (#1 China)
Special Savings Incentive Accounts will continue to mature this summer, with money being
spent on travel
AerLingus has launched direct flights to Orlando, a clear indicator that increasing lift into FL
is a sound financial investment.
ITALY
International Traveler Profile:
U.S. remains as the top long-haul preferred destination.
New York, California and Florida remain the most preferred destinations within U.S.
Expenditures by Italian tourists in the U.S. is one of the highest from European countries
Average length of stay is 17 nights, with Miami being the second most popular destination
visited (#1 is NYC).
Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator providing the estimated cost on an individual basis.
Travel Preferences & Trends:
Cultural, historical and ecological attractions/activities are preferred when visiting a destination
Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian
traveler.
Italian tourists tend to make their travel arrangements late (54% of packages were sold
between 15 and 30 days before departure).
Miami and the Florida Keys realize 62.6% of all Italian visitors to Florida
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Summer peak travel period is July-mid September, with over 45% of all long haul travel
occurring during August.
There has been a 15.9% increase in the number of Italian visitors to the U.S. since last year
representing the highest increase from any European country.
Economic Considerations:
Incoming travel to the U.S. from Italy is estimated to grow by 33%, one of the highest growth
rates in Europe as compared to other countries.
The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not
adversely effected by swings in the general economic climate.
Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month
shelf life for their British and German competitors.
The number of travel agencies in Italy has increased by over 75% in the past 8 years.
As of May 2007, there are 22 daily non stop flights from Italy to the U.S., in addition to 6
additional non stop flights operating every other day.
In 2007, Italian travel to the U.S. recorded the highest increase registered in all of the EU, and
the third highest in the world
THE NETHERLANDS
International Traveler Profile:
The U.S. is the favored long-haul destination.
California, Florida and New York are the top three visited destinations.
Florida is the most popular among first time visitors.
Miami is the second largest port of entry into the U.S. for the Dutch.
Prefers fly/drive vacations
The Dutch traveler is usually a young couple without children or active senior market.
Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
The Netherlands is one of the ten fastest growing international travel markets.
Dutch travelers seeking “new” experiences, i.e. diving, dolphin encounters, etc.
Florida destinations must maintain its competitive edge to attract repeat visits.
Prefer mid priced hotels vs. luxury accommodations
The “active senior” segment is the fastest growing travel sector coming out of the Netherlands
Economic Considerations and Political Trends:
Positive economic developments may stimulate travel.
Strong EURO currency will positively influence travel.
The U.S. is expected to remain top long haul destination due to marketing efforts.
Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
NORWAY
International Traveler Profile:
Average age is 39 years old
Most are family oriented, with 1 or 2 children accompanying adults
Average length of stay is 16 nights
Seeking tailor made vacations
Summer travel occurs between end of June and mid-September
Will research destinations on-line, but consult travel trade for actual booking
Travel Preferences and Trends:
The U.S. continues to be the preferred long-haul destination.
Norwegians prefer “sun and coastal” destinations to escape harsh climate.
Interested in “action and adventure” travel (scuba diving, deep-sea fishing)
Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor
the vacation to the specific requirements of the traveler.
The fastest growing niche market is adventure travel (fishing, golfing, diving).
Economic Considerations and Political Trends:
rd
Norway is one of the most prosperous countries in the world (world’s 3 largest crude oil
rd
exporter and the 3 largest exporter of natural gas).
Per capita GDP income equals that of the United States.
Additional week of vacation granted last year may stimulate visitation growth
during autumn
Strong Norwegian Kroner now makes America more affordable
SPAIN
International Traveler Profile:
The United States is most favored long-haul destination.
New York, California and Florida are favored destinations within U.S.
Average length of stay averages 13 nights.
Average age of long haul traveler is 25-45 years, with an estimated 40% having upper middle
level incomes.
Travel Preferences and Trends
A majority of Spaniards vacation during the month of August.
62% travel with families, 32% as couples
Spanish travelers are late planners, with most consumers booking their travel within 30 days
of departure. Operators publish summer catalogues no sooner than late April.
50% of Spaniards that travel to the U.S. are repeat visitors.
16% increase in visitors from Spain to U.S. over last year, with summer year on year increase
Averaging 26%
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Economic Considerations and Political Trends:
Spain is a member of the Visa Waiver Program.
EURO currency makes long haul to the U.S. very favorable.
Daily, non-stop service to Miami on several carriers makes travel to Florida convenient.
SWEDEN
International Traveler Profile:
The United States is second most favored long-haul destination.
Top three visited states are: California, New York and Florida.
Average Length of stay is 17-21 days.
Prefer destinations offering sun and beaches
Prefer budget and mid price accommodations
Travel Preferences and Trends:
Eco tourism and soft-adventure trips on the rise
Most travel is conducted June-September
Annual growth in number of Swedes visiting U.S. was 17% per year.
Prefer fly/drive packages with “add on” opportunities
More and more Swedes are traveling to the Keys without a pre-paid reservation.
Economic Considerations and Political Trends:
Swedish economy is strong; Krona to dollar is strengthening.
Greatest growth potential is in holiday fly/drive tours
Tour operator market is highly competitive; service and value are key.
UNITED KINGDOM
International Traveler Profile:
Orlando captures 41% of the market share for UK visitors to the top three cities visited (New
York, Las Vegas and Orlando)
Top three visited states were Florida, New York, California
Stays for 12.3 nights
School summer vacations begin mid to late July through September, with peak travel times
during the month of August.
Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed
and breakfast type accommodations.
Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is
seeking more action and adventure.
Travel Preferences & Trends:
Up to 75% will use a travel agent
54% will use a tour operator
26% will book via the internet
Variety of products and services, familiar lifestyle and language are all important booking
factors.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Current booking trend is still a late booking market, although some tour operators are now
beginning to take some future bookings for busy periods (especially family market)
The UK traveler continues to search for new areas to visit. Niche markets continue to grow
which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay market, empty
nesters )
Open skies agreement will open up more air lift availability to the U.S., thereby reducing costs
direct to the consumer
Economic Considerations and Political Trends:
British Pound to remain strong, with current exchange rate at 2.00:1 ratio. (GBP:$)
UK and Ireland economies will continue to outshine most other European and North American
countries over the next two years.
Housing industry is slumping and consumer debt is on the rise
U.S. continues to lose long haul UK visit share due to increased competition and marketing
by Middle Eastern countries such as Dubai and Sharm Al-Sheik.
lI. ASIA
JAPAN
International Traveler Profile:
The US. continues to be one of the most popular long haul destinations.
The top three visited states were Hawaii, California, New York
The states with the greatest potential for an increase in arrivals are Nevada, California, Florida
Hawaii will remain at top place
Average length of stay is 8 nights
Stay in 4 and 5 star facilities
Prefers shopping, natural and scenic attractions, “observational tourism”
Amongst packaged and group travelers, 53% used full package tours involving tour guides and
local guides.
Males in their 30s and 40s are the majority of Japanese travelers to the U.S.
Travel Preferences and Trends:
Looking for new, undiscovered places and attractions
Very interested in Special Interest Tours (SITs).
Almost 30% are repeat travelers
Peaks in travel to FL are late Aug/Sept. and during “Golden Week” (Apr/May)
Visiting museums, photographing points of interest and shopping are popular.
One in five Japanese visitors use a tour operator for destination information.
Travel agencies remain the most widely used source for travel information.
Economic Considerations and Political Trends:
Enthusiasm for specific destinations are cyclical; Florida may become popular again.
World events must remain stable in order for the Japanese to travel long haul.
Yen is appreciating against the USD, making a trip to the U.S. good value.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
CHINA
International Traveler Profile:
Vast majority of leisure travelers coming from the more affluent, large cities: Beijing, Shanghai
and Gunanghzhou.
Over 70% of visitors to the U.S. are 31-50 years old, 22% are over 50 and 80% have a college
education.
Travel in groups, stay in mid-range hotels.
Average length of stay is 10-15 days and includes several destinations.
Travel Preferences and Trends:
Interests range from visiting sites of advanced science and technology to exotic landscaping,
gaming, shows and daily commodities.
Average expenditure is approximately $4,500 which includes transfers, hotels, meals and is
almost always paid for in full in advance.
Will travel to big cities first, visiting all the American icons.
Economic Considerations and Political Trends:
The country’s GDP per capita is over $5,000 in some large cities and special economic zones.
Chinese government has relaxed the traditional controls over outbound travel. Private
passport application has been made easier without complicated exams and official approvals.
Government has created 3 week-long holidays annually by bridging weekends and public
holidays. The introduction of a paid holiday system is encouraging leisure tourism and private
holidays.
III. NORTH AMERICA
CANADA
International Traveler Profile:
Florida remains the #1 destination of choice.
Average age is 45-64 years old
Prefer sun and beach destinations, although cruises and golf tours coming on strong
Average party size is 2.1 persons, and average length of stay is 8 nights.
Travel Preferences & Trends:
Florida, California, and Arizona rank as top non-border state destinations.
Canadians prefer to use their cars to travel with only 30% using air lift services.
55% of all Canadians traveling to U.S. originate from Ontario province.
50% of Canadian tourists prefer to stay in hotels or motels.
The Canadian traveler seeks “value for price paid” when selecting accommodations.
Economic Considerations:
The Canadian dollar has gained strength in relation to the U.S. Dollar; this may stimulate an
increase in Canadian inbound travel.
Sun destinations like Mexico and all inclusive resorts in the Caribbean are competitive.
Canadian economy forecasted to grow solidly
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW
The group meetings and incentive market remains a vital revenue-generating component for many
of the hotels and resorts throughout Monroe County. It provides a strong occupancy base which
helps drive RevPar within the hotel and doesn’t necessarily travel over the peak leisure weekend
days. Group business also contributes to the overall food and beverage revenue on property as
well as on site water sports concessions, gift shop revenues, etc. Local attractions, golf courses,
galleries, restaurants and retail shops benefit from these group attendees since their travel and
accommodation expenses are usually covered, thereby allowing them more discretionary
spending while visiting a destination. An attendee of a meeting in the Florida Keys is also a
potential repeat leisure traveler, is not affected by the school vacation calendar, and can
theoretically travel at any time. Pre and post convention attendees originating in Dade and
Broward counties are also a potential source of additional business.
With the emergence of several new products coming on line this year, the destination is poised to
re-launch itself to the group segment as a formidable competitor for up-market programs both
domestically and for the first time in several years, internationally. Flexibility, choice and unique
travel experiences are desirable to an emerging Generation X business travel segment, which
now makes up a higher portion of business travel than baby-boomers. Eco-friendly practices, wi-fi
availability and unique experiences outside of the board room are all components of a successful
program.
Specialized group market segments that seek more upscale resort product include the traditional
incentive award trips. These programs require little meeting space, patronize the food and
beverage outlets on property, participate in the water sports concessions available on and off site,
offer dine around options to their attendees and purchase upscale gifts locally as a memento from
their trip. Many of these attendees return later in the year for personal vacation or extend their
stays to enjoy the destination on a more private basis. Establishing and maintaining relationships
with the buyers of incentive travel is critical in maintaining a competitive edge in this marketplace.
In addition, staff will concentrate on promoting midweek business which is considered a ‘need
time’ throughout the year. The cold weather markets continue to be strong for the winter and
spring seasons with those planners allowing for a longer booking window yielding a better room
rate and availability. The opposite is true for the summer and fall, where shorter booking windows
yield better rates and availability. Efforts to cultivate summer group business would achieve a
better return on investment by focusing on the central and southern geographical regions of
Florida, and those southeast markets closest to the Atlanta metro region.
The meetings and incentive market will remain a critical component to the success of the
destination overall. The market mix in the 08/09 fiscal year must meet the needs of the variety of
resort properties that have an interest in the meetings and incentives market. As a unique
destination for groups, we will continue to seek meetings and incentive business ranging in size
from 15 to 500 attendees. Geographic marketing continues to be applicable within the traditional
feeder markets, such as the Northeast, Mid-Atlantic, Midwest and the Southeast. Permeation
within these markets will be accomplished through direct sales efforts as well as electronic
marketing promotions.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
GAY/LESBIAN MARKET PROFILE
The Gay market segment continues to be a reliable and growing market, and occupancy levels in
the gay and gay friendly properties still remain high. Occupancy in the gay and lesbian properties
is strong, and gay travelers who choose to utilize mainstream hotels continue to contribute to the
overall occupancy counts throughout the destination. According to PlanetOut.com and
OutTraveler.com members, Key West remains one of the top resort destinations in the United
States. The 2007 survey by Harris Interactive and the Travel Industry Association named Key
West the number two gay-friendly destination in the United States. Recent surveys also showed
that over half of the respondents choose to stay in mainstream resorts and hotels averaging
above 4 nights, and include multiple visits each year to the destination.
The destination advertising, marketing, and public relations efforts, both domestically and
internationally, have sustained the growth of this segment. Promotions in venues popular with
younger and more affluent travelers are showing positive results. Research and expansion of our
marketing efforts to this group should continue as there is increasing competition for gay travelers.
For over ten years we have maintained a direct consumer approach which is now being copied by
other destinations, making the gay travel dollar that much more competitive. Integrating media
events with sales promotions provides for a cost efficient method of promoting the destination.
Gay and Lesbian travelers continue to make spur-of-the-moment decisions to travel to the Keys.
While there are advanced bookings, many gay travelers book the same week they travel. Gay
travelers were the first group of visitors to return after the events of September 2001 and after
destination weather events. They are a group with disposable income and a propensity to travel
at any time of the year. Surveys show that the gay and lesbian community visits the Keys for the
same reason as mainstream tourists - sightseeing, water activities, local culture, dining, shopping,
museums, and beaches. Top motivations for selecting Key West as their vacation destination
continue to be the variety of things to do, having a reputation for being gay-friendly and being a
safe destination. Gay and lesbian oriented events, i.e. Tropical Heat, Pridefest, Fantasy Fest and
Womenfest bring visitors to our island during the slowest times of the year, making this market
segment an extremely lucrative one. The events are listed on gay and lesbian websites
throughout the globe. Recent marketing efforts of the Key West Business Guild to the Gay Spring
Break segment has increased the number of visitors in the 24-35 age range and generated strong
media exposure. The younger crowd is continuing to visit the destination throughout the year as a
result of this promotion.
Two segments of the gay market, commitment ceremonies/honeymoons and gay family travel
continue to be a source of visitors. Numerous businesses catering to the facilitation of
commitment ceremonies, combined with our gay friendly and mainstream resort properties
provide the perfect setting for a gay destination wedding/honeymoon. With an increase of non-
traditional families traveling, Key West and the Florida Keys offer an all welcoming attitude, while
providing a safe, fun and diversified vacation destination for same sex couples and their children.
While we compete with products like all-inclusive gay cruises, continued promotions to travel
agents and tour operators that specialize in gay and lesbian travel will maintain our standing as
one of the most recommended destinations for gay travelers.
Results of our promotions in the international arena are beginning to show. Our past presence at
ITB and World Travel Market combined with Gay Life Travel Expositions, gay & lesbian lifestyle
and travel shows, and pride festivals in key cities throughout Europe sustain our validity as an
internationally renowned gay and lesbian destination.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Based on a population projection of about 15.7 million self-identified GLBT adults, it is estimated
that approximately 75% traveled in 2007 for leisure and spent some $40 billion, while the
forecasted projections for 2008 reach $54.1 billion. The ability to feel safe and accepted
throughout the islands insures continued growth in the lucrative GLBT market.
DOMESTIC MARKET OVERVIEW
The introduction of new lodging product in the Florida Keys presents exciting opportunities across
several niche market segments within the domestic profile. Self-catered units (condos, villas,
apartment style accommodations) are the preferred lodging of choice for family reunions,
generation vacations, (parents, grandparents and children traveling together), destination
weddings and the “girlfriend getaways” market. This type of lodging also has the potential to drive
length of stay, as most people would enjoy the spaciousness and conveniences that a condo type
resort offers over a period of time vs. just one or two nights.
With uncertainty with regard to the economic future and the cost of goods and services continuing
to climb, consumers will be looking for value added components to their vacation. The desire to
travel still remains; however behaviors on how people travel and discretionary spending levels can
be directly affected by an uncertain economy. Airline consolidation, sky rocketing fuel and grocery
costs and changes in checked baggage regulations all contribute to a consumer who is going to
hold on to their money longer and wait for the best value on the market. Factors influencing their
destination decision will include cost, convenience, value for price paid and an experience that
they can measure in memories. Spending uninterrupted time with friends and family is coveted in
a ‘wired world’, so consumers want to make the most of their vacations.
Our historic inns and smaller hotels cater to an affluent, more mature market and those that are
seeking an alternative to traditional lodging experiences. With continental breakfasts and/or social
hours offered at most facilities, the notion of ‘value add’ is built into the rate, along with the
quaintness and uniqueness of staying in a historic building. Smaller lodging facilities all along the
Keys are capitalizing on the personalized service, attention to detail and on site ownership that
larger facilities cannot offer. Visitors who overnight at one of our many inns or small hotels
generally return year after year and recommend such lodging to their friends and families.
Eco- friendly and adventure travel is very popular across generational spans as this visitor is
seeking an experience that rewards them physically, mentally and spiritually. More and more
travelers want to feel good about how and where they travel, and eco-friendly activities such as
fishing, snorkeling, diving and kayaking offer that reward. This type of traveler tends to look for
destinations that maintain a smart balance between service and high quality standards and a
responsible, sustainable attitude towards tourism.
Virtuoso agents, American Express Platinum Travel Services and home based agents continue to
have a loyal customer data base, trend towards high income, high spend consumers and offer the
service and personal attention that the demanding consumer expects. Increased educational
opportunities to these agents will provide them with the information they need to direct potential
customers our way and positively influence their travel buying habits.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Electronic promotions and educational seminars to the travel trade will continue to put the Florida
Keys in the forefront of recommended destination planning. A concentrated promotional
campaign highlighting our unique lodging options, the diversity of attractions and eco-friendly
activities within the destination as well as our cultural and historic significance will continue to
stimulate interest in the Florida Keys and set us apart from other in-state destinations.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
2008-2009 SALES ACTIVITY CALENDAR
OCTOBER 2008
October 1-3
Meetings Quest
Minneapolis, MN
Registration: $2,200 Jack Meier
This event is designed with both time and budget in mind, whose goal it is to attract the meeting &
incentive professional with unparalleled multi-level education. Additionally, the exhibition provides
attendees sufficient time to visit and explore every participating vendor. The event boasts a 3:1
ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls
within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This
opportunity allows for continued face to face relationship selling in the Upper Midwest vying for the
short term winter corporate business as well as long term consideration for fall of 2009.
October 1-9
Sales Mission to Ireland/Tourism Advisory Panel Discussions
Dublin, Ireland/London, UK
Registration: $2,700 StaceyMitchell/Cellet Travel Svcs.
The destination will be participating in a three prong approach to promoting the Florida Keys and
Key West in the Irish market this fall. We will start by participating in Tour America, the largest
consumer show that occurs annually in Dublin. This will be followed by sales calls, reservation
staff training and presentations made direct to the travel trade along with participation in panel
discussions amongst Irish media, members of the travel trade and U.S. based suppliers. These
panel discussions will be held in Dublin and in London.
October 2-4
Gay and Lesbian World Travel Expositions/Int’l Conference on GLBT Tourism
San Francisco and San Diego, CA
Registration: $1,100 Steve Smith
Brochure Distribution available at $50 per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
October 5-7
Meetings Quest Atlanta
Atlanta, GA
Registration: $2,200 Jack Meier
This event is designed with both time and budget in mind, whose goal it is to attract the meeting &
incentive professional with unparalleled multi-level education. Additionally, the exhibition provides
attendees sufficient time to visit and explore every participating vendor. The event boasts a 3:1
ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls
within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This
opportunity allows for continued face to face relationship selling in the critical southeast sector,
vying for the short term fall corporate business as well as long term consideration for summer of
2009.
Co-op available at $500; Limited to 8 delegates.
This is a trade-only event focusing specifically on the sport of diving; its manufacturer’s and dive-
related travel destinations. Dive consumers are not in attendance. Attendees hale from all facets
of the dive industry in addition to travel agencies and tour operators specializing in dive vacations
and travel.
October 24-26
SITV Travel Show and Tour Operator/Media Luncheon
Montreal, Quebec
Registration: $2,250 Sabine Chilton
For the first time and in cooperation with Visit Florida, the destination will be participating in the
International Tourism and Travel Show in Montreal, targeting French speaking consumers and
members of the Canadian travel trade. This three day event is combined with a tour operator and
media luncheon, coordinated by Visit Florida.
October 28-30
Gay and Lesbian Travel Expos
San Francisco and San Diego, CA
Registration: $1,000 Steve Smith
These venues include a gay travel workshop/table top exhibit for trade only followed by a five hour
consumer table top show. The destination has participated in these venues for the past eleven
years and it provides a means to network with travel professionals and consumers who travel on a
regular basis. The west coast is a lucrative market for the Florida Keys as travelers from this area
tend to stay five or six nights due to the distance involved in traveling.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
NOVEMBER 2008
November 9-13
World Travel Market
London, England
Registration: $40,000 Stacey Mitchell/Cellet Travel Svcs.
Co-op participation available at $1,200 per delegate in destination booth.
Brochure Distribution available at $300 per property
World Travel Market is the UK’s largest annual travel trade show. This show will be held at the
Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the state
industry to exhibit their products and meet with travel agents, tour operators, and travel media.
The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys
will continue to show a strong presence in this marketplace to build on existing trade relationships
as well as identifying emerging “niche” travel markets.
November 10-12
American Express Platinum Travel Services Educational Tour
Lower Keys/Key West
Registration: N/A Jack Meier
American Express platinum travel service counselors will be visiting the Florida Keys on an
educational tour to familiarize themselves with our product and attractions. AMEX PTS is the
most exclusive, service oriented agency within the AMEX Corporation, and platinum card holders
are discerning travelers seeking unique experiences and up-market products.
November 16-19
Florida Encounter with Visit Florida
Ponte Vedra Beach, FL
Registration: $2,500 Jack Meier
Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida partners
to exhibit independently. The two-day tradeshow features computerized pre-scheduled
appointments and a one-to-one ratio between qualified meeting planners from outside the state of
Florida and Florida's top meetings and conventions suppliers. For additional information, contact
Visit Florida, 850-488-5607.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
November 14-16
Visit USA Italy Showcase
Verona, Italy
Registration: $3,300 Stacey Mitchell
Immediately following World Travel Market, delegates from the U.S. will be traveling to Verona
Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient
method of exposing your destination to the main travel trade and media partners within the Italian
tourism sector. Representatives from both sales and media relations will attend this event.
DECEMBER 2008
December 2-5
th
8 International Conference on Gay and Lesbian Tourism
Ft. Lauderdale, FL
Registration: $850 Steve Smith
Brochure Distribution available at $75 per partner.
Attendees at this conference include representatives from international destinations, airlines,
travel agencies, tour operators and gay media. This venue offers strong networking with sellers of
travel as well as members of the GLBT media throughout North America. A table top expo will be
held during the conference and is open to travel professions as well as the general public.
December 2-4
Luxury Travel Expo
Las Vegas, NV
Registration: $3,100 Sabine Chilton/Jack Meier
Co-op participation available at $800 per property.
This is “the” show for travel agents who specialize in upscale product and discerning clientele.
Last year agents in attendance included those affiliated with Virtuoso, and AMEX platinum travel
services. With the destination trending upscale, the use of agent services will be on the upswing,
and we need to insure that the agents have the information they need in order to recommend the
Keys and sell our product correctly.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
December 2-4
Home Based Travel Agent Expo and Conference
Las Vegas, NV
Registration: $2,400 Sabine Chilton/Jack Meier
This is the first and only significant event for home-based travel professionals, which is the fastest
growing sector in the travel trade field. Held in conjunction with the Luxury Travel Expo,
educational sessions and supplier exhibits will offer an educational environment that will enable
the agents in attendance to meet their minimum CEU requirements as well as stay on top of the
latest trends in travel and services. We will be launching our on line educational portal at this
show.
December 2-7
United Airlines/German Product Director Educational Experience
Florida Keys, FL
Registration: N/A Yves Vrielynck
Eight prominent Swiss and German product managers from the travel trade will be visiting the
Florida Keys for an exclusive in-depth familiarization visit. We will be highlighting new product,
newly renovated product, green initiatives as well as our eco and soft adventure activities.
December 7-11
United Kingdom/Ireland Product Director Educational Experience
Florida Keys, FL
Registration: N/A Stacey Mitchell/Staff
Five product managers representing the UK and Irish travel trade will be visiting the Florida Keys
for an exclusive in-depth familiarization visit. We will be highlighting new product, newly renovated
product, green initiatives as well as our eco and soft adventure activities.
December 16
Holiday Showcase
Chicago, IL
Registration: $3,200 Jack Meier
The Association Forum's annual Holiday Showcase is Chicagoland's #1 business services and
meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet with
suppliers and take care of multi faceted business needs in one day under one roof. In 2007, more
than 2,000 qualified buyers were on the show floor that featured more than 400 booths and over
700 different businesses. This show attracts a different planner than that of the Motivation show.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
JANUARY 2009
January 9-12
Adventures in Travel Expo
Chicago, IL
Registration: $4,600 Yves Vrielynck/staff
Co-op participation available at $750 per property.
Brochure distribution available at $250 per property.
Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. This is the first time in several years that the destination will be exhibiting at an
adventure oriented consumer show in the Chicago market.
January 17-25
Boot
Dusseldorf, Germany
Registration: $7,800Y. Vrielynck/G.Weirich
Co-op participation available at $850 per partner; limited to 4 partners.
This event is the benchmark and stimulus for the international boat and water sports industry. The
presentation by nearly 1,700 exhibitors from 57 countries in the 18 halls of the Düsseldorf
fairgrounds is unique, topical, comprehensive and clearly laid out.
Every "boot Düsseldorf" is a social event with worldwide media coverage. Not to be overlooked in
the radio or on TV, in dailies or in the business and trade press. This is assured by finely-honed
marketing, the press and communication concept of "boot Düsseldorf" with the aid of about 2,500
accredited journalists from all over the world. The Düsseldorf location is unique. Here in the heart
of Europe, 30 million people with money to spend live only two hours away. The TDC will exhibit
inside the dedicated Dive pavilion.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
January TBD
Adventures in Travel Expo
New York, NY
Registration: $4,500 Jack Meier/S. Mitchell
Co-op participation available at $750 per property.
Brochure distribution available at $250 per property.
Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. This event has become “the” travel planning event for the adventure seeking, affluent
active travel market segment.
FEBRUARY 2009
February 1-3
Florida Huddle
Orlando, FL
Registration: $2,500 Sabine Chilton
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of
registrants from the destination warrants.
Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to
promote Florida product to the international FIT and group tour market. There are only 2 shows
per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as
cost prohibitive and will give you Florida-specific exposure.
February 13-15
LA Times/Adventures in Travel Expo
Los Angeles, CA
Registration: $4,500 S.Mitchell/Y.Vrielynck
Co-op participation available at $750 per property.
Brochure distribution available at $250 per property.
Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. This event has partnered with the LA Times consumer show, which has been very
successful in the past.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
February 20-22
Our World Underwater Dive Show
Chicago, IL
Registration: Covered by Dive Umbrella Yves Vrielynck
th
Celebrating its 38 anniversary, Our World Underwater has returned to a dive specific consumer
show. Cooperative participation available to the first six (6) Dive Industry delegates at $300.00
per Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the
Midwest market, where research has shown a large percentage of certified divers.
February 21-23
The Boston Globe Travel Show
Boston, MA
Registration: $1,000 Staff
The Florida Keys will be exhibiting at the largest consumer show in the New England area as part
of the Visit Florida pavilion. This two day show affords the destination exposure in a key feeder
market during the coldest period of the winter season. With winters stretching into April and early
May in this part of the country, we can still promote the benefits of warm weather to a winter weary
audience. Last year more than 2,000 travel agents and 12,000 consumers attended this event,
and Visit Florida stated that the Florida Keys were one of the most requested destinations within
their pavilion.
February 19-22
BIT/Italian Tour Operator Presentations
Milan, Italy
Registration: $4,000 Sabine Chilton
With over 40,000 travel trade and consumers, BIT is the largest trade show in Italy. The show
format includes three trade days and two consumer days. Italy is one of the largest in bound
European markets for the U.S., and now ranks #5 in international arrivals to the Florida Keys. We
will exhibit in cooperation with Visit Florida and will host part of the dinner/presentations organized
for selected Tour Operators who specialize in Florida product.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
February 26
Destination Showcase
Washington, DC
Registration: $3,300 Jack Meier
The Florida Keys and Key West will be exhibiting within Visit Florida Pavilion. With nearly 1,300
meeting professionals in attendance and more than 200 exhibiting destination-marketing
organizations, the regional show is the meeting industry’s largest one-day event exclusively
bringingpre-qualified meeting professionals together with exhibiting DMOs, convention and visitor
bureaus and tourism boards from North America and beyond.
February 26- March 3
Gay and Lesbian Travel Expos
Seattle, WA, Palm Springs, CA West Hollywood, CA
Registration: $1,400 Steve Smith
Brochure Distribution available at $50 per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
MARCH 2009
March 11-15
International Tourisms Borse (ITB)
Berlin, Germany
Registration: $32,000 S. Mitchell/Y. Vrielynck
Co-opportunities available at $1,000 per property.
Brochure distribution available at $300 per property.
This trade fair is known as the world’s largest tourism showcase. ITB continues to be the “Must
Attend” tradeshow for any one who is committed to the International Marketplace. The most recent
Visitor Profile Survey listed Germany as the number two ranked origin of international visitors,
therefore making ITB one of the most important trade events of the year. Our German market
sales and public relations office will coordinate appointments during the trade and media days,
targeting both niche market and mainstream trade.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
March 21-22
th
16 National GLBT Consumer Expo
New York, NY
Registration: $4,000 Steve Smith
Co-op available at $200; Limited to 12 delegates.
th
For the 15 year, the Florida Keys and Key West will participate in one of New York’s most
successful Gay and Lesbian consumer shows. Last year, 15,000 consumers and travel
professionals attended. As a sponsor, our destination will gain more exposure prior to and during
the show through direct mail promotions, posters discount coupons, etc. Running concurrently
with the expo will be the first ever Gay weddings exhibition. Gay weddings and commitment
ceremonies are becoming big business both domestically and internationally, and Key West
should position itself as the gay destination wedding location of choice to this lucrative market
segment.
March 27-30
Beneath the Sea Dive Show
Secaucus, NJ
Registration: Covered by Dive Umbrella Yves Vrielynck
Co-op participation available to the Dive Industry at $300. per Dive Operator.
Maximum number of participants will be from six to eight, and final participation will dictate booth
space. This is a well-attended consumer show, catering to the Dive Consumer in the lucrative
Northeast corridor. We received great exposure at the 2006 show and expect to increase exhibit
space this year to 400 square feet.
March 27-29
London International Dive Show (LIDS)
London, UK
Registration: Covered by Cellet Travel Svcs. S.Mitchell/Cellet Travel Svcs.
The London International Dive Show is the UK’s premier consumer and dive oriented promotional
event. Attendees of this event come from the greater capital region, insuring a high income
bracket and a propensity to travel long haul. With excellent lift out of Heathrow and Gatwick,
travel to the United States is convenient.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
March 30-April 3
UK/Scotland Sales Mission
London, Manchester, Glasgow, Edinburgh
Registration: N/A S. Mitchell/Cellet Travel Svcs.
Co op opportunities available for industry partners at $850
With the assistance of our UK sales office, the Florida Keys will be conducting sales calls and
updating product managers in England as well as Scotland on destination initiatives. We will
focus on the north of England, where operators don’t have the staff or budget to attend shows like
FL Huddle or Pow Wow as well as Scotland. As part of the road show, partners will be able to
attend media functions coordinated through our UK PR office in cities where appropriate. Industry
participation is encouraged.
March TBD
Success 2009 Meetings Marketplace
Tampa, FL
Registration: $575 Jack Meier
Approximately 115 planners attended this one day conference held in conjunction with the
monthly MPI luncheon. Attendees come from the greater Bay area as well as central Florida, a
great geographical area to promote summer season meetings business.
March TBD
Gay Life Travel Expo
West Hollywood, CA and Seattle, WA
Registration: $1,100 Steve Smith
Brochure Distribution available at $50 per partner.
The Gay and Lesbian World Travel Expositions are held in several cities across the United States.
Each promotional venue follows a format that includes a gay travel workshop/tabletop exhibit for
trade only followed by a five hour consumer show. These travel expositions provide a means to
network with travel professionals involved with the gay market and consumers who travel on a
regular basis.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
MAY 2009
May 4-8
Treasure Coast Own a City Campaign
Palm Beach/Martin/Indian River Counties, FL
Registration: N/A Jack Meier
Sales and promotional efforts to attract summer visitors from East/Central Florida will consist of an
electronic promotional campaign geared towards travel counselors and opt in subscribers to
various web portals. The focus will be on summer drive market business to the Florida Keys.
MAY 2009
May 14-17
IGLTA Annual Convention
Toronto, Canada
Registration: $950 Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
This annual event draws over 400 travel professionals. The event continues to grow as the IGLTA
membership now exceeds 1,300. Competition for gay tourism dollars is increasing with new
destinations vying for this lucrative travel segment. Attendance at this event includes networking
and exhibiting amongst 400 travel professionals specializing in gay and lesbian travel.
May 13-16
Pre Pow Wow Educational Visits
Florida Keys, FL
Registration: N/A All Staff
The Florida Keys will be hosting a series of destination overview visits from international tour
operators on a pre qualified, invitation only basis. Itineraries will be coordinated through the sales
office and cooperative efforts from our international agencies of record will be incorporated into
this educational overview.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
May 17-20
TIA’s POW WOW
Miami, FL
Registration: $12,000 Staff
Co-op participation available at $1,000 per property.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the international market, with participants hailing from
over 70 nations. This is the most important event for anyone who is interested in maintaining
promotional efforts in the international marketplace.
May 29-June 1
The Scuba Show
Los Angeles, CA
Registration: $1,250 Yves Vrielynck
Co-op participation available at $300 per participant
th
Now in its 20 year, the annual Southern California based SCUBA Show has developed a
reputation as not only the most successful consumer dive show in North America, but also the
largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated,
qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles
metropolitan area and Southern California have the largest concentration of active certified divers
in North America. Destinations exhibiting at this show include the Maldives, the Red Sea,
Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida
Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California
consumer market.
JUNE 2009
June 4-6
Gay Days Expo
Orlando, FL
Registration: $1,000 Steve Smith
The Annual Gay Days Expo is a 3-day show each year during Gay Days in Orlando. At the expo
you will find a variety of products from GLBT friendly vendors on display along with exciting
entertainment. The Gay Days Expo has become one of the world's largest GLBT travel,
entertainment expo and business expos. Attending this show offers an opportunity to put your
product in front of more than 14,000 affluent, well educated and brand loyal Gay Days attendees.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
June 22-26
European Road Show
Amsterdam, Hamburg, Copenhagen
Registration: N/A Get it Across/TDC Staff
Co op participation available at $850.
With the assistance of our German sales office, the Florida Keys will be conducting sales calls and
updating product managers in Holland, northern German and southern Scandinavia on destination
initiatives. We will focus on areas where operators don’t have the staff or budget to attend shows
like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media
functions coordinated through our German PR office in cities where appropriate. Industry
participation is encouraged.
June 22-24
Incentive Travel Exchange
Las Vegas, Nevada
Registration: $8,000 Jack Meier
The Incentive Travel Exchange is committed to elevating the networking and exchanging of ideas
between buyers and suppliers of incentive travel to new heights. This computer generated
appointment event will pair 100 buyers and 100 suppliers of incentive travel for private one-to-one
meetings in an exclusive setting where participants can generate productive and profitable
dialogue. Each buyer will be hosted by The Exchange and be carefully screened to ensure that
they are a top producing purchaser of incentive travel. Each invited supplier will undergo an
equally rigorous screening process to verify that the products and services they represent are of
an up-market standard.
June 26-28
Atlanta Pride
Atlanta, GA
Registration: $1,000 Steve Smith
Co-op distribution available at $100 per participant.
This event draws thousands of consumers from the Atlanta metro region. This Pride event is well
attended and booth participation will be limited. Past participation shows a continued interest in
the destination making this a strong venue for our marketing efforts. Convenient, reasonably
priced lift from Atlanta to Key West makes the destination attractive to members of the greater
Atlanta community.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
July 2009
July 24-27
San Diego Pride
San Diego, CA
Registration: $650 Steve Smith
Brochure Distribution available at $75 per participating partner.
This event offers an opportunity to promote the Florida Keys to consumers in a geographical
locale that is showing strong visitor growth to Florida and to our destination. GLBT travelers
continue to visit Florida for their holidays, and the Keys have benefited from recent gay travel
articles throughout California. This venue is an excellent opportunity to promote the Keys for
GLBT commitment ceremonies and honeymoons. The only other viable competitive destination
for consumers in this region would be Hawaii, which has almost the same flight time and has
already been visited several times over by the GLBT community in CA.
AUGUST 2009
August 8-9
North Halsted Street Days
Chicago, IL
Registration: $2,500 Steve Smith/Jack Meier
Co-op participation available at $200 for four (4) delegates.
This event is in its 16th year, and has been a sell out the previous eight. The event is the largest
two-day Gay and Lesbian festival, and attracts over 250,000 attendees, including mainstream
consumers. The greater Chicago area remains one of our strongest consumer markets, and
continued promotions to this area are recommended.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
August TBD
Florida Marketplace
TBD, FL
Registration: $500 Jack Meier
Florida marketplace is an appointment based trade event geared towards bringing meeting
professionals from outside the state of Florida together with destination marketers from within the
State of Florida. This three-day event allows for formal one on one appointments between the
buyers and sellers along with networking opportunities to further showcase the Florida Keys as a
viable meetings destination. It is also beneficial to be able to promote to planners about the
feasibility of holding programs in Florida during the warmer months.
August TBD
Incentive Works
Toronto, Canada
Registration: $1,500 Staff
Co-op participation available at $850 per property.
This is Canada's largest marketplace for buyers of meetings, special events and incentive travel.
This is an economical opportunity to get face to face with potential buyers of group meetings and
incentives at a time when the Canadian dollar is almost at parity with the U.S. Dollar. The Florida
Keys will be participating in this event as part of the Visit Florida delegation.
SEPTEMBER 2009
September 21-24
Incentive Travel and Meeting Exhibition (IT&ME)
Chicago, IL
Registration: $7,000 Jack Meier
Co –op participation available at $950 per property.
The Annual Incentive Travel and Meeting Exhibition takes place in conjunction with the National
Premium Incentive Show, and attracts travel buyers representing the incentive and corporate
marketplace. Surveys indicate that 75% of the audience attend no other incentive show and over
54% of the attendees are the final decision-makers.
With a decline in qualified planner attendance during recent years, the TDC will purchase exhibit
space within the Florida booth, maintaining our exposure to this market segment while minimizing
costs and evaluating our return on investment.
Partners interested in obtaining booth space should contact Visit Florida at (850)488-5607.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
September TBD
Adventures In Travel Expo
Seattle, WA
Registration: $4,500 Yves Vrielynck
Unicomm LLC., organizers of the highly successful Adventures in Travel Expo series, has
announced plans to build upon its winning formula by extending its brand to the Seattle market in
September at the Washington State Convention Center.
Supported by the power of the Seattle Times organizers will capitalize upon the Seattle-Tacoma
DMA as one of the largest media markets in the country with a highly effective buying income,
keen interest in outdoor and leisure activities. The Seattle-Tacoma area also is an emerging
market for the Caribbean and Latin America.
Unicomm will utilize its hybrid trade/consumer model as the format for the Seattle show. The first
morning will be dedicated to travel industry professionals and trade, while the core of the event will
be open to the general public giving consumers an opportunity to experience, to book and to
explore what is hot, what is interesting and what is unique in active, adventure and experiential
travel.
Ongoing Sales Efforts
Destination Days Sales Staff
Presentations and destination training will be conducted to travel trade professionals in the South
Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations,
Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies.
Electronic Marketing Sales Staff
In an effort to increase our exposure to all market segments, sales staff will develop electronic
marketing promotions utilizing our current database. These efforts will include electronic
postcards, flash programs, e-newsletters, e-zines as well as video. These efforts can be utilized
as pre-promotional event notices, follow up tool to trade show participation as well as updates and
periodic communications to established clientele base. In addition, on line educational portals,
known as Travel Universities, have been created to offer continuing education on the destination
to members of the travel trade both internationally and domestically.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
CELLET TRAVEL SERVICES, LTD. - UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Conduct sales calls on behalf of destination
Act as a resource by providing support for trade professionals
Liaise with offices of Visit Florida in UK
Liaise with KBC Public Relations
Advise TDC and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong alliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Fee $45,000
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activity actual cost expenses fees totals
Irish Consumer Show $0 $3,000 $2,000 $ 5,000
London Dive Show $7,000 $4,000 $2,000 $13,000
UK Website $0 $0 $1,000 $ 1,000
World Travel Market $0 $2,000 $2,000 $ 4,000
Pow Wow $0 $2,000 $2,000 $ 4,000
VIP Tour Operator FAM $0 $2,500 $2,000 $ 4,500
Advisory Panel Luncheon $0 $3,000 $4,000 $ 7,000
Coop Marketing $0 $8,000 $2,000 $10,000
Sales Mission $2,000 $1,000 $ 3,000
Travel University $7,000 $1,000 $3,000 $11,000
Newsletter $2,500 $1,000 $ 3,500
Resources $ 6,000
Sub-total$72,000
Total United Kingdom Budget $117,000
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
SCOPE OF SERVICES in FY 2009
Get It Across Marketing
October 01, 2008-September 30, 2009
Germany (Switzerland, Austria)
Basic Services Provided
Maintain Florida Keys dedicated Phone/Fax line (+49 221 2336 451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfilment through fulfilment house (Presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida office in Paris
Maintain strong alliance with Visit USA Committee
Liaise with McCluskey & Associates Public Relations
Advise TDC on market trends, Monthly Sales Reports
Work on set up of niche products (weddings, diving, gay & lesbian, condos)
Misc. operating costs
Basic Fee $ 23,000
Operating Budget
EUR 1.00 = USD 1.60
Costs Fee Total
1) Sales Calls Budget: Niche Markets
500 800 1,300
Tour operators (Diving, Gay, Wedding, Fishing)
2) Specialized Shows: Booth & Assistance
ITB 2009, Berlin, March 11-15, 2009:
3,000 3,000 6,000
(covers app. scheduling, booth assist./ booth manning)
Gay Programs- 2009 - Germany
Gay Prides in July 2009/ Teddy Travel Promotions in 2009 3,000 2,400 5,400
3) Travel Trade Trainings
4,000 2,400 6,400
Trade Education (trainings/ seminars):
a) Res. Staff trainings at TOs
b) TO product seminars
c) TO roadshows
Training in Hamburg/ Hannover area in fall 2008, spring 2009
(covers registration, travel and coordination)
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
4) Sales Mission: Germany
1,500 3,500 5,000
-Execution – June, 2009 (Ams/Han/Ham/Copenhague)
-Res Staff Training/ PR event Ham
-Organization of Travel Agent Evening Event
(budget covers travel and coordination)
5) German Florida Keys E-Zine
-Prod. Of 1x external E-Zine via Supercom (trade) 700 800 1,500
-Prod. Of 2x internal E-Zine (consumers) 3,000 3,000
6) FAM TOUR
(TO with Marriott/United in Dec 08)
(coordination and execution) 500 2,500 3,000
7) German Fla-Keys Mini Sites
800 800
Coordination of updates/ changes
8) Trade Partner Coop
-Canusa/America Unlimited Coop (4-6 page folder mailing) 5,000 1,000 6,000
-Dertour/ Meiers (newsl. Mailing in Northern Germany) 6,000 1,000 7,000
9) German Product Inventory
-Summer 2009 inventory (30 operators)3,000 3,000
10) Office Resources
2,220 2,220
11) Boot Düsseldorf
1,430 2,000 3,430
Total Operating Budget 27,850 26,200 54,050
____________________________________________________________________________
Total Operating Budget $ 54,050
Total Basic Services $ 23,000
Total Germany (Switzerland, Austria) Budget $ 77,050
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Memberships
American Society of Travel Agents (ASTA) $ 465
Hospitality Sales & Marketing Association International $1,060
Receptive Services Assoc. of America (RSAA) $ 410
Travel Industry Association of America (TIA) $2,300
International Gay and Lesbian Travel Association (IGLTA) $ 200
Visit USA Belgium/Luxembourg $ 650
Visit USA France $1,300
Visit USA Netherlands $1,000
Visit USA Norway $ 700
Visit USA United Kingdom $2,000
Visit USA Germany $2,120
Visit USA Ireland $ 850
Visit USA Italy $ 850
Visit USA Sweden $ 700
Society of Govt Travel Planners $ 450
Meeting Planners International $ 650
Association Forum of Chicago $ 325
Florida Society of Assoc Exec $ 175
Tallahassee Society of Assoc Exec $ 75
International Association of Convention/Visitor Bureaus (IACVB) $2,500
National Tour Association $ 525
American Bus Association $ 475
Adventure Travel Trade Association $ 750
No. American Journeys (NAJ) $6,400
Total Memberships $26,930
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Measurability
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Annual Sales & Marketing Property Survey reflecting:
Level of travel agent business
Lead time/seasonal/group and leisure market mix
Length of stay
Market segment mix, i.e. domestic, foreign, corporate/group, leisure/group tour, etc.
Geographical market trends
Post show evaluation to industry partners: Indicating feedback with regards to booking activity and
inquiries as a result of show or sales call participation.
Tour Operator Reports: Current product selling trends within destination.
Monitor visitor profile survey indicating travel trends in different market mixes.
Monitor visits to web site: meeting planners RFPs, travel agents and tour operators sections.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
BUDGET
Promotional Activities $ 179,575
Travel Expenses $ 165,000
Postage/Phone/Xerox $ 40,000
Memberships $ 26,930
Entertainment $ 12,000
Resources $ 20,495
$ 444,000
Cellet $ 194,050
TOTAL LINE ITEMS $ 638,050
J-43
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K. PUBLIC RELATIONS
NewmanPR’s public relations plan for the Florida Keys & Key West is designed to create
and take advantage of editorial and promotional venues and is developed in concert with
the marketing objectives and goals set forth by the Monroe County Tourist Development
Council.
Results achieved utilizing public relations techniques offer credibility that tends to be
measured higher than most marketing promotions.
The essential elements of the public relations campaign are message development and
positioning strategy, media analysis and relations, development of contributed news
articles, editorial calendar development, media research, and crisis management
communication.
NewmanPR and its affiliates have been successful in securing media exposure for the
Keys, valued at many times the TDC’s PR promotional budget. The agencies target their
public relations efforts to ensure a comprehensive marketing approach with the other
elements of the marketing plan.
The TDC PR program will maintain emphasis on cultural tourism and eco-tourism in all
phases of the public relations program. In 2008-09, there will be added emphasis on
international markets; increased focus on gay and lesbian markets; added e-marketing
efforts, especially in international arenas; focus on meeting markets; specific efforts geared
toward the wedding market; increased emphasis on the destination’s “green” attributes and
attractions; emphasis on new upscale product development in lodging; special events and
programs to maximize awareness of travel during late August and September for mature
markets.
The following proposal outlines a public relations, publicity and promotion campaign for the
fiscal year beginning Oct. 1, 2008.
Objectives
1. Implement public relations techniques to attract new visitors and motivate previous
visitors to return to the Florida Keys.
2. Promote awareness of and bolster the destination’s image as a vacation venue that
provides cultural/heritage tourism offerings in both domestic and international markets.
3. Promote the destination’s availability of upscale accommodations; including many that
offer full-amenity vacation stays.
4. To promote international, national and statewide awareness and image of the Florida
Keys & Key West as a destination concerned about protecting the environment that
takes steps to preserve it via various “green” initiatives.
5. To promote the Florida Keys as a destination for weddings/honeymoons.
6. To promote awareness and image of Florida Keys special events and attractions.
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7. Promote the unique quality of the destination to the gay and lesbian market domestically
and internationally focusing on the overall acceptance of gay and lesbian visitors and
the “One Human Family” philosophy.
8. To maintain the U.K./European public relations program to include England, Ireland,
Scotland, Scandinavian countries and German-speaking countries.
9. To promote awareness and image of specialty markets including scuba, snorkeling, art
and culture and special emphasis on guided sportfishing excursions.
10. Promote efforts to build brand awareness in China.
11. Maintain existing and develop new tools to enhance the tourism council’s official Web
site.
12. To implement a PR crisis management program during significant emergency
situations.
Goals
1. Increase coverage and awareness of the planned sinking of the Gen. Hoyt S.
Vandenberg as an artificial reef.
2. To increase Web site effectiveness and attract repeat visitors by initiating a “Video of
the Week” feature on fla-keys.com and an agency-controlled blog.
3. To organize and host two themed group press trips of European media, along with 17
individual media visits, showcasing Keys’ festivals, events and meetings, Incentive,
Conference and Exhibitions facilities.
4. To maximize the Travel Industry of America’s Pow Wow’s location in Miami by
organizing a pre-convention media familiarization tour of the Keys and become an
official media sponsor.
5. To develop a Keys Voices campaign into Europe, using select Keys personalities as
ambassadors to take Keys messages and stories to market in a new way, through e-
releases, personal meetings and radio interviews.
6. To develop “Own a City” campaigns internationally in Dublin, Ireland, and the “Treasure
Coast” of Florida.
7. To develop a “Keys Voices” booklet in both printed and electronic format to highlight
one of the destination’s most important assets … it’s people. Stage a media fam to
debut the booklet which is to be used for journalists and travel trade representatives.
8. Develop reader promotions targeting select outdoors media venues such as “Field and
Stream” and “Traveling Sportsman” to highlight the Florida Keys as a prime sportfishing
destination to bolster guided fishing excursions.
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Domestic Overview
The agency will continue to execute a “generic” public relations program for the Florida
Keys & Key West, taking advantage of spontaneous, as well as scheduled opportunities.
The generic program will include updating and creating general travel releases distributed
via the Florida Keys & Key West media kit and Web site. The domestic program will also
include group media research trips and individual travel writers’ visits to the destination as
well as researching, writing and distributing specialized travel releases to targeted
publications.
Emphasis will be placed on creating spot news stories that provide strong travel awareness
benefits for the destination for distribution to mainstream, regional, national and even
international print, broadcast and Internet venues. These spot stories may cover indigenous
special events or arise out of unforeseen circumstances that provide opportunities for
positive reflection on the destination.
For distribution, agencies utilize extensive, continually updated databases. Currently,
thousands of records are kept on journalists in the United States. Virtually all words and
picture distribution is accomplished electronically, either via electronic mail, or transmitting
to wire service computer systems.
Implementation
NewmanPR will center its media relations efforts around cultural, heritage, environmental
and soft-adventure themes. All travel media relations projects feature significant marketing
efforts to publicize the Keys Web site and toll-free number providing a call to action.
Domestic Press Trips
Press trip planning for 2008-09 sees the agency moving away from traditional group press
trips to more individual development with strong emphasis on attracting qualified Internet
journalists, including those who represent leading online travel portals or publications,
editorially focused travel Web sites and reputable blogs with significant audiences.
The agency believes individual trips offer a better story-gathering experience for domestic
journalists who can better allocate their time resources to suit their needs.
The agency also will concentrate on securing increased participation for proposed press
trips from journalists in the Canadian market who represent print and online publications. In
addition, journalists from publications in the domestic and international “Own a City”
locations will be among those targeted in domestic and international press trips scheduled
prior to the “Own a City” campaign.
Although the emphasis will be on individual travel research, the agency still is scheduling
several group sojourns to fit specific situations.
Canadian Media’s “Warm Welcome” Gourmet Tour
To take place when Canadian temperatures are frigid, this trip will combine warm-weather
activities and an exploration of the Florida Keys’ indigenous cuisine for Canadian print and
online writers. It may be timed to coincide with the Marathon Seafood Festival in March.
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Journalists are to dine at selected restaurants throughout the Keys, learn to prepare
indigenous Keys dishes from an award-winning chef, take a sunset sail aboard a historic
tall ship, discover the secrets of Key lime pie, spend a half day fishing on a party boat and
then feast on their catch, and enjoy a quirky bicycle tour of Key West under a sunny
subtropical sky.
In addition, they will explore attractions that contribute to the overall appeal of the Keys,
visit galleries whose artists specialize in food art and look for dolphin in the wild during a
relaxing and inspiring excursion.
Domestic Travel Trade Luxury Holiday
While more consumers than ever before are taking advantage of the Internet to research
and book travel arrangements, travel agents and tour operators still represent an important
facet of the travel selling process especially regarding upscale travelers. This trip targets
conventional print and Internet-based travel trade media venues, including “Agent@Home”
that gears to travel agents who no longer work from storefront businesses.
Website Journalists' “Characters of the Keys” Press Trip
This Keyswide journey will introduce journalists to the creative, dedicated, quirky people
who give the Keys such a distinctive character -- and, through these “Keys voices,” to the
beauty, history, unique attractions and environmental richness of the destination.
For example, journalists will meet Richie Moretti and tour his remarkable Turtle Hospital in
Marathon, talk about shipwreck salvage with divers and archaeologists searching for
sunken Spanish galleons just offshore, discover the Lower Keys backcountry through the
knowledgeable eyes of Bill Keogh, and assist 60-year-old tightrope walker Will Soto with
his act at Key West's renowned Sunset Celebration.
Keys Sportfishing Adventures
Targeted to fishing and outdoors journalists, this trip highlights the destination’s reputation
as a sportfishing center with experienced captains fishing inshore and offshore waters.
Specific efforts will be made to target non-traditional publications. Meaning that we want to
focus beyond the usual salt water fishing publications and introduce saltwater angling
neophytes to the virtues of a Florida Keys fishing sojourn.
GLBT Fantasy Island Adventure
Designed for gay and gay-friendly print and online journalists, this exploration of Key West
will be scheduled to include the first few days of Fantasy Fest (while guesthouse rooms are
still available) and showcase not just the festival, but Key West’s many gay-related
attractions. As well as participating in Fantasy Fest events such as Coronation Ball and the
Key West Business Guild’s Headdress Ball, journalists will attend drag shows at Key West
clubs, meet with the current Fantasy Fest king and queen who raise funds for AIDS Help,
tour guesthouses and galleries, spend an afternoon on the water on a gay-oriented cruise
and visit the Butterfly Conservatory and meet with its (gay) owners.
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Individual Media Research Trips
The agency works with domestic media representatives on an individual basis, creating and
arranging custom story-gathering media research trips. The agency stands by, ready to
provide needed support. This can range from simply providing reporters a media kit, to
personally accompanying press representatives while in the destination. Those journalists
and media outlets unknown to the agency that request complimentary or reduced-rate
accommodations and other services are researched and qualified by the agency and its
affiliates.
Other Media Research Trips
The agency works with Visit Florida, other Florida TDCs/CVBs and other organizations in
conducting joint-venture media research trips as defined by their marketing plans.
Web site
The PR agency manages the general destination news section of fla-keys.com. This covers
all aspects of the destination including cultural activities, special events, attractions, diving
and snorkeling, capital improvements, fishing tournaments, spot news opportunities as well
as emergency communications.
Material for generic sections of the Web site is also provided to focus on the history of each
district, the artists and writers who have found creative inspiration in each district, and mini-
profiles of some of the colorful characters who inhabit each district.
On-line Press Room
Another section of the Web site the agency manages is specifically produced for media
representatives. Following a major retooling of the media section, the agency will continue
to enhance the site with additional journalist-friendly resources.
Press Releases
In past years, major press release writing efforts have focused on specific topics to add to
the existing print and online press kit. As a result, the resource has grown to a voluminous
state, perhaps to a level that is too unwieldy.
While the agency will continue writing and distributing news-oriented stories when needed,
as well as special events-oriented releases and the popular, quarterly “What’s New in the
Keys” feature; the agency plans to focus significant editing efforts to streamline and update
all existing press kit releases to reflect the destination’s evolving promotional focus and the
needs of the rapidly growing Internet media audience — as well as the changing needs of
print media.
The agency will update all releases with appropriate information on luxury travel, girlfriend
getaways, accessible travel, the wedding market, family activities, active adventures and
eco-attractions. Efforts will be made to ensure tone and length are appropriate for
contemporary media.
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In addition, at least one stand-alone release is to be created promoting the Keys to visitors
with mobility, visual and/or hearing challenges. This release will showcase attractions,
accommodations, watersports excursions and experiences designed to maximize
enjoyment for travelers with such challenges. The story will also be featured in an e-News
issue.
E-News
The monthly e-newsletter was revamped in 2008 and will continue to be produced in
conjunction with floridakeys.com to provide vacation news to Keys Web visitors who opt to
receive additional information.
A quarterly GLBT e-news also will be produced.
Other Electronic Venues
Other electronic communication tools are to be utilized. The agency will continue to
establish direct consumer release distribution with several different electronic travel e-
newsletters that offer cost-effective availabilities.
The agency will also launch an effort to determine the effectiveness of a new product
dubbed “Enhanced Online News.”
Some 50 million Americans turn to the Internet for news on a typical day, reports the Pew
Internet & American Life Project. A significant percentage of these people use Yahoo!
News, Google News, AOL News, and other news search engines to find the latest
information about a wide range of topics that interest them.
Posting Keys news on Enhanced Online News should enhance search engine marketing
efforts by placing your news in an eternal, web-friendly archive, that is to make it available
to search engines forever.
“Own a City” Campaign
In conjunction with the advertising agency and TDC sales staff, the agency aims to develop
an “Own a City” campaign in the surrounding area of a targeted region. For 2008-09,
Florida’s Treasure Coast has been designated as the Own a City region and it is to be
saturated with the Florida Keys marketing message during a pre-determined time period.
The agency makes efforts to penetrate media venues including the market’s newspaper
travel or feature section as well as broadcast and Internet venues.
The agency will work with a selected radio station to arrange several days of remote
broadcasts from the Keys as a culmination of the Keys promotion.
In addition, journalists from the selected region’s newspapers, magazine(s) and significant
on–line publications will be targeted to participate in press trips prior to the “Own a City”
campaign so that their articles will be prepared and ready.
The agency will again research the possibility of bringing a television weatherman and/or
morning show from the target area to the Keys to do live remotes during the campaign
period.
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Spot News
As in past years, the focus of spot press coverage has been on activities occurring during
appropriate festivals and special events. Upcoming coverage of events will continue to be
strong, but will continue a focus on historic and cultural elements inherent in the events.
Any significant news event that has a tie to create a favorable image for the Florida Keys is
maximized by the agency.
Travel Trade Public Relations
The agency strives for placement of Florida Keys news items in travel trade publications. At
least four times annually it surveys hotel associations, chambers of commerce and other
sources for tourism infrastructure improvements that provide meaningful news. Results are
distributed to appropriate travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the
agency attempts to maintain high awareness of the TDC’s sales and marketing staff.
As stated earlier, the agency plans a travel trade media research trip that will feature new
and/or revamped, upscale Keys properties.
Local PR Support
The agency contracts with a correspondent in the Upper/Mid-Keys and personnel, based in
Key West, serves as the stringer for the Lower Keys and Key West. These in-Keys
personnel enhance story-material gathering, provide personalized assistance to journalists
(i.e., providing story ideas and setting up interviews), cover local and spot news events,
attend District Advisory Committee meetings and Umbrella Committee meetings and assist
in other important aspects of the public relations plan.
Special Events
Special events play a major role in the Tourist Development Council’s public relations plan.
Besides providing a “draw” for visitors and providing things to do while in the Keys, many
events are creative, indigenous to the Florida Keys and are proven vehicles that attract
media attention. Allotment of time is based on each event’s uniqueness and ability to serve
as a draw for overnight visitors or to bolster the marketing awareness of the destination. A
line-item in the expense budget provides PR expenses for indigenous and PR-worthy Keys
events that lack appropriate support funds.
PR efforts will be emphasized on events that incorporate historical, cultural and
environmental elements — thereby continuing to support and showcase the Keys’ rich
history, creative community and natural treasures.
As well as increasing press release coverage of popular special events, the agency plans
to continue stressing the “indigenous” nature of the events wherever possible. For example,
Hemingway Days was created to celebrate the literary heritage that began with Ernest
Hemingway’s decade-long residence in Key West.
The unique cultural, environmental and attitudinal aspects of each special event — which
anchor it firmly in the Keys — will be highlighted in all appropriate cases.
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The agency will continue its successful program of providing sound to radio media before
and during many leading events that merit it — increasing exposure for the spotlighted
event or festival, incorporating interviews with event coordinators and continuing to reach a
market that has proved very viable.
Orange Bowl Festival
Each year the Orange Bowl Festival is highlighted by a Bowl Championship Series
collegiate football game that draws thousands of spectators to South Florida. In 2009, the
Orange Bowl is also schedule to feature the National Championship. But the festival is
much more than just two football teams and TDC’s involvement will help promote Florida
Keys travel opportunities to festival attendees. As a destination sponsor, the Keys are
promoted on the Orange Bowl Web site and in other printed and broadcast venues as well.
New Programs/Promotions
“Keys Personality” Promotions
As the American and international economy shifts and faces increased pressures, the
importance of a destination’s “unique selling proposition” or USP grows exponentially. In
the past, Keys marketing efforts have focused on elements including events, attractions,
climate, culture, diving, fishing, laid-back atmosphere and environmental awareness. For
the 2008-09 season, agency is poised to incorporate a strong focus on a previously
overlooked yet remarkably strong Keys “natural resource”: the people who make the island
chain their home.
Throughout the 2008-09 year, emphasis will be placed on providing both media and
consumers with insights into the personalities that give the Keys their unique personality —
the quirky, friendly and welcoming, dedicated and creative people who help set the
destination apart from all other locales. In the Keys, USP could easily stand for
“uncommonly special people.”
Revealing these “indigenous” personalities, and the aspects of their Keys life and work that
they love, will also provide — for both media and consumers — a new and personal way of
looking at the most appealing facets of the destination.
Elements of the campaign include:
“Keys Voices” section of the Web site.
“Keys Voices” is currently a successful series of profiles of selected Keys residents in the
monthly e-news issues. Each is posted on the news section of the Web site for
approximately 30 days. Agency will work with FloridaKeys.com to create a permanent
section of the Web site featuring these profiles, allowing both media and consumers to
“meet” selected residents of the Keys and learn, through their quotes and insights, what
they love best about the destination.
Ultimately, the “Keys Voices” Web site section will offer a variety of profiles that showcase
the Keys through the words of their residents.
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Agency will also investigate the feasibility of posting sound-file (Podcast) interview clips
with “Keys Voices” subjects to complement their stories, providing sound from the subjects
to communicate their passion for the Keys.
“Keys Voices” booklet
As an extension of the Keys Voices article series, the agency will produce a paperback
booklet of profiles to be used as a promotional giveaway by both the TDC sales staff and
the agency.
Because the profiles showcase unique and positive aspects of the Keys through the words
of interesting island-chain residents, the book will offer an enticing window into the life,
culture and attractions of the destination — written in an easy-to-read contemporary style.
Introductory copy will contain an overview of the Florida Keys, their unique atmosphere and
mindset.
As well as providing an interesting glimpse of the Keys through their people, the booklet will
be used to provide journalists with ideas for stories and interview subjects. Its creation will
be overseen by the agency’s Keys account executive, and all layout and preparation for
printing will be done in-house to ensure cost-effective production.
“Keys Faces and Places” blog.
This blog, tentatively to be developed on blogspot.com, will provide positive feature-style
segments on Keys history, events, food, natural environment, people and unique places.
Unlike many blogs, it will be formatted to prohibit any public comment, thereby eliminating
the possibility of any negative postings.
The blog will be designed to reach out to a new audience that regards such online vehicles
as a significant information resource. All content will be overseen by NewmanPR, and the
Keys account executive will serve as its primary writer and editor. Content will be written in
feature style, with a comfortable and friendly tone. Photos will be posted also, with many
drawn from the agency’s photo library.
As well as content written by the agency, the blog will incorporate periodic “guest columns”
by people from each Keys district, who will write pieces from their unique viewpoints. Guest
columnists may also include well-known people associated with the Keys, such as artist
Wyland, photographers Alan Maltz and Stephen Frink, and authors Tom Corcoran and
Lorian Hemingway. All guest columnists will be chosen by the agency, with columns
reviewed edited prior to posting.
Video of the Week
Internet users are demanding more and more multimedia content and the PR agency
desires to satisfy that appetite to build repeats visitors to fla-keys.com. About once every
two weeks, the agency produces news-oriented video spots that are distributed to major
broadcast outlets. Whether it’s coverage of Gov. Charlie Crist releasing a turtle off of
Marathon, or special events such as Fantasy Fest and the Underwater Music Festival or
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the opening of the new Jewfish Creek Bridge, the raw content is available to create 90-
second video feature on the Web site. The same spot will also be uploaded to other social
networking video Web sites such as You Tube. The availability of “Video of the Week” —
with either the player on the home page or teased prominently from the home page — will
enrich the Web site’s spot multi-media offerings. During weeks without spot news’
availability, content will focus on “evergreen” topics such as cuisine, attractions, etc.
Hi-Definition Video Shoot
As broadcasters and television audiences get set for all-digital signals in February 2009, it
clearly evident that hi-definition video is no longer a luxury just for videophiles. It is evolving
as a broadcast standard, this it is time for the TDC fully upgrade its travel video library to
high-definition standards.
Additional Promotional Concepts
Additional public relations promotions will center around three significant anniversaries
commemorated during the 2008-09 fiscal year. For each one, the agency will take a
multifaceted approach to maximizing exposure through print, broadcast and Internet media
outlets, with details to be individualized and finalized based on event organizers’ final plans.
Arts Alive.
The late Mario Sanchezused meticulously crafted painted woodcarvings to
depict scenes from his Key West boyhood in the early 20th century — creating a detailed
view of everyday life in Key West during that era. Born Oct. 7, 1908, Sanchez became a
critically acclaimed American folk artist. The Key West Museum of Art & History at the
Custom House is planning to celebrate the 100th anniversary of his birth with the debut of
the largest exhibition of his work to date. We will not only showcase this anniversary and
exhibition, but will use the event to draw increased media attention to the overall Florida
Keys arts community.
A Century of Conservation
. The 100th anniversary of the 1908 establishment of the Key
West Wildlife Refuge will be celebrated November 15 at the Florida Keys Eco-Discovery
Center in Key West. Marking a century of conservation in the Keys, the event is to include
an environmental fair, a plaque dedication and a re-enactor reprising the role of Theodore
Roosevelt, who established the refuge. Our coverage will promote both the event and the
longstanding heritage of conservation that characterizes the Keys.
Paradise for Presidents.
The 2009 season is to include a multi-month schedule of events
celebrating the 125th anniversary of former president Harry Truman’s May 8 birthday.
Designed to highlight Truman’s longstanding connection to Key West, the events are to
include the culmination of extensive renovations to the Little White House Museum,
Florida’s only presidential museum, and a rededication of the house and botanical gardens.
The event may feature the descendents of Truman and other American presidents, as well
as a USO show or other period entertainment. The events will serve as our focus in
promoting Key West’s significant (yet under-recognized) place in American political history.
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Sport Fishing Promotion
The agency has been working with the executive editor of “Field & Stream” magazine on a
major Keys-related sport fishing story that is planned for publication in December/January
2008-09. The magazine’s circulation is approximately 1.5 million and a Keys fishing
vacation Web-based promotion has been proposed by the agency to run in conjunction with
the story. A similar year-long promotional effort has also been proposed for “Traveling
Sportsman” magazine and the agency will see additional such efforts with other media
venues. Any necessary funding of this promotion would come from a separate Fishing
Umbrella public relations budget.
Broadcast Support
The agency has allocated funds to provide discretionary support for radio and television
points planning to execute live or taped broadcasts from the Keys. In the past, these have
included such shows as “Good Morning America,” CBS’s “Early Show,” PBS, ESPN and
other national and regional programs. The agency will continue seeking various national
cable television shows to focus on Keys cultural, environmental and heritage topics.
Collaboration With Other Industry Professionals
The agency assists and consults with public relations directors and firms that represent
private resorts and attractions in the Florida Keys & Key West. Our liaisons, which have
proven beneficial to the Keys in the past, also include public relations contacts at the Visit
USA offices, Visit Florida and other tourist development councils and tourism boards as
well as colleagues at airlines and cruise lines serving the Keys.
Representation at Journalist Conferences
NewmanPR is one of about a dozen agencies nationally with two members in the influential
Society of American Travel Writers. The agency plans to represent the Keys at the
associates’ members conference and at the national convention. The agency also executes
exclusive Keys representation at the annual Florida Outdoor Writers Association
Conference.
Cooperative Promotions
To further stretch the PR budget, the agency will continue to seek appropriate private-
sector partners for promotions such as media familiarization tours. The agency will also
seek other compatible Florida destinations to cooperate with fams and promotional projects
organized in key markets.
Media Blitzes
Agency will participate with Visit Florida in selected joint media blitzes and receptions in
markets they plan to feature in 2008-09 that presently include New York, Toronto,
Washington and Ohio. The agency also plans to execute a Florida media blitz in April 2009.
The agency also traditionally organizes an annual media blitz in conjunction with Monroe
County Emergency Management in advance of the annual Atlantic hurricane season.
District Programs
The agency’s liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify
and produce specific area features and assist in moving journalists on individual story-
gathering research missions.
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Umbrella Programs
The agency will provide public relations support, as needed, to the Fishing, Cultural and
Dive Umbrellas. Separate public relations expense funding is delineated in the umbrellas’
respective budgets to promote events and each specialty market.
Gay/Lesbian Market Public Relations
The Keys continue to create a top-of-mind awareness that is critical to any destination
hoping to benefit from the estimated $54.1 million in spending that the GLBT domestic
travel market represents. Many destinations are copying past efforts of this destination and
are fueled by funds from city, county, state, and in Europe and Canada, provincial and
government tourism offices. Several recent rankings have put Key West as the number two
US destination behind San Francisco. It is crucial to maintain and grow this profile.
The agency continues to contract a media relations specialist specifically for the GLBT
market.
The agency will continue to editorially represent the destination to the gay and lesbian
market domestically and internationally. One focus of the campaign is the acceptance of
gay and lesbian visitors and how they blend into this community, the gay and gay-
welcoming accommodations, as well as activities offered.
Other activities include staging an international and domestic gay media fam trips, focusing
on unique lodging, attractions, events, and the gay influence in the Keys and Key West. A
fam trip will be arranged during Pridefest and would include invitations to several Gay
family-oriented media venues. Additionally a gay press fam will be held during the first half
of Fantasy Fest.
The agency will provide support when travel journalists visit the Keys from various media
outlets domestically and internationally. Where appropriate, the gay media relations
specialist will meet with and distribute GLBT media kits to other journalists during press
visits, affording them additional editorial materials.
The TDC will also continue to support the National Lesbian & Gay Journalists Association
by attending their annual convention. The NLGJA convention in 2009 once again offers
networking with journalists from mainstream and gay media outlets.
PR Activity for Keys Tourism Industry
The agency will continue to produce an as-needed PR Alert to inform hoteliers and other
industry members of public relations opportunities. The PR Alert is electronically
distributed. The agency also distributes tourism advisories to the Keys tourism industry.
Agency conducts presentations at Keys industry organizations to demonstrate how
individual Keys businesses can tie in with TDC PR programs as well as incorporate public
relations into their own business marketing plans.
Crisis Management
Perhaps there is no better test of a communications plan than when a destination is directly
hit or threatened by a crisis.
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An existing updated Hurricane Emergency Plan, which integrates the Keys tourism industry
and community leaders, serves as a guideline in the event of a storm or other occurrence.
Annually, the agency updates the plan and organizes a media blitz with and for the Monroe
County Emergency Management Office.
In all situations, a relationship fostered with Monroe County Emergency Management
provides dividends for the TDC, the industry and the visitor, and helps efforts to achieve a
speedy economic recovery after the storm passes.
For 2008-09, the agency plans to attend the annual National Hurricane Conference. The
conferences feature a series of workshops and networking opportunities providing the
chance to garner increased communications and resources with local, state and federal
officials.
The agency has established a fax-blast network, voice-call alert system and e-mail
transmission list to provide Keys lodging properties and tourism interests important
information in the event of any emergency.
Because advance planning is key to alleviating crisis situations, the agency – on behalf of
the TDC – works in conjunction with the Lodging Association of the Florida Keys & Key
West to organize a pre-hurricane season preparedness workshop for the tourism industry.
The agency maintains excellent relationships with Monroe County law enforcement
organizations to provide constant information interchange and coordinated responses to
situations that might impact tourism flow.
Crisis management is also provided, if needed in situations that involve major traffic
accidents, fires, environmental accidents and in other situations that have potential to
impact tourism flow.
The Keys tourism hurricane safety program has been honored with public service awards
from the National Hurricane Conference and Florida Governor’s Conference on Hurricanes.
Web Editor
The public relations expense budget funds a Web editor who works in concert with
FloridaKeys.com to prepare and monitor content for fla-keys.com.
Visitor Assistance Line
The public relations expense budget funds a 24-hour, toll-free visitor assistance service
that serves as a multi-lingual troubleshooting facility for visitors while they are traveling in
the Keys. Coordinated by AmEurop, the program provides an important resource that is
demonstrative of the destination’s care and concern for its guests.
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International PR Plan
International Overview
KBC PR & Marketing, based in the United Kingdom, is the contracted PR agency for the
Florida Keys & Key West in Europe and this will be their fourth year under contract. The
markets on which the PR plan focuses are, in order of importance and thus effort: the UK;
Germany; Scandinavia/France/Ireland/Italy. Effort is split roughly 70 percent, 20 percent
and 10 percent in alignment with that of TDC’s international sales effort.
The media landscape particularly in the UK is undergoing major change as advertising
revenues drift away from mainstream publications and national newspapers and into online
opportunities. This reduction of advertising spend has caused a similar reduction in
editorial pages, although editors are still tasked with including as much variety as before.
This has led to a reduction in the space that each individual feature receives and whereas a
main feature might previously have spread over two pages, it may now be confined into just
one page. A full-page feature will now cover just half a page.
The growth in social networking continues apace. Recent research from Nielsen Mobile
reports that in the region of 812,000 Brits a month visited social networking sites such as
Facebook and WAYN using their cell phones in the first quarter of 2008. While this only
covers cell phone internet use, which is extremely expensive in the UK, it is indicative of the
overall popularity of social networking. It is therefore important that our own PR efforts
incorporate this new media sector.
Journalists continue to be bombarded with press releases from destinations all around the
world and the Keys is in competition for editorial coverage with them all. Emerging
destinations are learning quickly how to gain media interest in their stories, and their
novelty means they are frequently featured. The media relations budgets of these Far East
and Middle East countries is often very large, so we are also competing against trips
offering first class travel and luxury hotels. Therefore to ensure the Keys messages and
stories are heard, we need to adjust tactics and target individual publications and
journalists with specific and exclusive stories that we know will be of interest to their editors
and readers.
Economically, the UK and much of Europe is beginning to suffer from the efforts of the
“credit crunch” and although Summer 2008 has seen record bookings to the USA, the
outlook for 2009 is not so positive. Fuel surcharges and increases in passenger duty from
the UK are adding $2,000 to the U.S. vacation bill of an average family. Analysts are
predicting that many UK/US routes will be cancelled as their profitability depends on
business class customers who will travel less or more cheaply as budgets tighten. If the
U.S. Dollar remains at its current low against Sterling and the Euro this might help to
mitigate these other increases, but at the same time new Department of Homeland Security
Customs and Border Protection rules regarding the Visa Waiver Program may act as a
deterrent, generating significant negative publicity for U.S. vacations in general.
Implementation
KBC is to focus its media relations efforts around one major theme and several sub-themes
Keys Voices
for the year. The major theme will be , introducing iconic Keys characters to
international media through a variety of methods. Sub-themes will continue to be green or
“organic” initiatives, adventure, cuisine and festivals.
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Group Media Research Trips
KBC will create and host up to three group trips during the year – one from Germany and
one from the UK and one multi national group, allowing media to experience what the Keys
has to offer for themselves. Themes for the three trips could be:
Adrenalin Rush – offering an itinerary of full-on, high adrenalin activities such as wreck
diving, jet skiing, kite surfing, game fishing and sailing.
Follow in their Footsteps – an itinerary will be researched and created based on following
the footsteps of celebrity visitors and residents of the Keys, both historic and modern –
where they lived, stayed, ate and played.
Luxury Gourmet – this itinerary will offer writers the chance to eat in the best restaurants
the Keys have to offer, meet the chefs, enjoy spa treatments and unusual forms of
relaxation, such as yoga on a boat or meditating with the dolphins.
As ever, the agency will seek to obtain complimentary or reduced rate airfares by
partnering with airlines and tour operators. Each trip will be accompanied by a host to
facilitate transportation and act as liaison with our Keys hosts.
Individual Press Trips
2008/9 will see a focus on festivals in the Keys for individual media visits. Obtaining
complimentary rooms for a group during these busy periods is hard, whereas finding one or
two rooms at a time is much easier and so will preserve budget. These festivals will
include the Key West GLBT festivals as well as the more mainstream events like
Hemingway Days.
We will also work with other Florida CVBs and organizations to co-host journalists on multi-
destination trips.
Many upscale publications only send media on individual trips as they want exclusive
stories and experiences, rather than being part of a group. Therefore, these individual
visits are vital in continuing our work of re-positioning the Keys as a luxury destination.
Web site
The UK agency manages the media news section of the .co.uk web site, ensuring that
relevant news and releases are uploaded on a regular basis.
Support of Sales Activities
Trade and Consumer Shows
PR will support International Sales at a variety of trade and consumer shows and
exhibitions throughout the year. This support will vary from the preparation of specific
releases, to creating photo stories, holiday promotions and providing full media support on
the Keys booth where appropriate. These shows will probably include:
October – Tour America Dublin
November – World Travel Market London
February – BIT Milan
March – ITB Berlin, London Dive Show, TUR Sweden
May – Pow Wow Miami
September – Top Resa Paris
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Conch Academy
Stories of student success on this Keys training course will be sourced and promoted via
the trade press, encouraging more travel agents to sign up for the Academy. We will work
with Sales to source a holiday prize as an incentive to complete the course within a certain
time frame and obtain coverage in a trade publication of the competition and the
subsequent winner.
Trade News Stories and Photo Opportunities
Agency will work with International Sales to identify stories of interest to trade media and,
where appropriate, arrange photography to illustrate the story.
“Own a City” Campaign
The successful domestic “Own a City” campaign is to be introduced into Europe, focusing
on Dublin, Ireland.
Agency will work with international sales and advertising to saturate these two markets with
Keys messages during a pre-determined time period and, where possible, in advance, to
ensure that media will have stories ready for publication at the appropriate time.
Agency will also endeavor to secure radio interviews for a Keys Voice in each market,
using them to paint a picture of their life and work in the Keys to encourage visitation by
listeners – see below.
Partnership Activity, Media Events and Networking Opportunities
Agency will work with partner organizations such as Visit Florida, TIA and Visit USA
Association to take advantage of media activities and events organized by these third
parties. These include media marketplaces, hospitality events and shows such as Top
Resa in Paris.
With Kate Burgess-Craddy being Chair of the Visit USA Association PR Committee and a
Board member of the organization, the Keys is well placed to be at the forefront of new
opportunities as well as in a position to obtain industry information and news as it breaks.
Other media networking opportunities are provided by attending the ABTA Travel
Convention in October in Gran Canaria, the British Guild of Travel Writers Awards in
November, and trade awards events organized by TTG and Travel Weekly. It may also be
beneficial to attend the annual Visit Florida evening event during WTM to which key trade
journalists are invited.
Broadcast Visits to the Keys
Agency will continue to seed broadcast ideas to radio and TV producers primarily from the
main territories of UK and Germany.
Agency has a preliminary agreement for a visit by GMTV in October, preparing for a week
of Florida specials to be broadcast in January 2009. GMTV is the equivalent of Good
Morning America, and has more than five million viewers per week. It is the most popular
morning show in the UK.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Promotions
Agency will instigate a number of promotions in the UK and Germany to win vacations to
experience some of the major festivals within the Keys, such as the Underwater Music
Festival, Fantasy Fest and Hemingway Days. Some of these will be online and others in
print. The competition entry mechanic could be that entrants have to create their own fancy
dress appropriate to the festival and send in their photographs. The outfit judged “best in
class” would win a Keys vacation to the relevant festival.
Where possible, hotel and flight partners will be sought to provide complimentary
accommodation and flights for the winners, to reduce costs for the Keys.
Electronic News Releases
KBC plans to continue the current electronic news release format across all
markets/languages on a monthly basis. Each e-release will continue to include three
stories, with two of them being in categories like Hot Gossip, Green News or Great Deals.
These will raise awareness of the wide variety of festivals and events in the Keys, special
offers and developments in green or “organic” stories.
The third story will relate to Keys Voices, introducing the successful domestic Voices
campaign to Europe – see below.
In the intervening months, we will research and create releases targeted at specific interest
groups, such as gay media, diving press and culinary writers. Sometimes these releases
may only be sent to one title in each market, giving them an exclusive story in their territory
that has been researched just for them, using our knowledge of the publication, readership
and editorial style.
Keys Voices
The Keys Voices concept will be extended and developed across all European markets,
introducing characters and personalities famous within the Keys for their work and
dedication to the environment and/or their chosen field. Keys residents have wonderful
stories to tell of their lives, work and why they live in the Keys, and they are just a handful
of the people the Keys can offer.
These iconic personalities will be used as Keys Ambassadors in a number of different
ways, depending on the individual’s level of media skills, foreign language skills and
personality.
Activities are to include:
E-releases:Each e-release will include a profile of a Keys Voice.
Trade Shows:A Keys Voice will be invited to attend major shows like WTM and ITB to
bring a new dimension to the Keys’ booth and provide a strong story angle for media.
Interviews will be arranged with relevant print media.
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Radio: At World Travel Market a series of radio interviews with local and regional radio
stations will be organized for the Keys Voice(s) attending. Up to 12 interviews will be placed
all of which will be conducted “down the line” from the stations to a purpose built studio at
Excel, managed by radio specialist Broadcasters’ Bulletin. In addition, a radio interview will
be proposed to Irish station RTE to take place during the “Own a City” campaign, which
could possibly take place “down the line” from the Keys rather than in person in Dublin. We
will also endeavor to place radio interviews in Germany, if an appropriate Voice can be
identified.
Television:At World Travel Market a variety of television programs conduct interviews,
including The Travel Channel and BBC Fast Track. We will seek to place interviews with
our Keys Voice.
Other Foreign Markets
Latin America
The agency plans to participate in the La Cumbre de Turismo travel trade show. La
Cumbre traditionally attracts nearly 100 journalists from throughout Latin America and the
United States. The agency also traditionally attracts “Despierta America,” the top-rated
Hispanic morning television show in America and Latin America, to execute a live
broadcast from the Keys each summer.
China
China is seen as a huge emerging market in the future for the United States. The agency
has begun investigating public relations opportunities in this market and while China
certainly offers up huge market potential, U.S. destinations are still several years away from
effectively tapping this market. Nevertheless, it is important to begin creating Florida Keys
awareness and branding. In 2008-09, this goal is to be accomplished by partnering with
Visit Florida on several promotional and public relations projects.
Pow Wow
In 2009, the Travel industry of America’s International Pow Wow is scheduled tot take place
Miami. Pow Wow is the travel industry's premier international marketplace and is the
largest generator of Visit USA travel. Pow Wow attracts some 300 international travel
press representatives from 70 countries. The last time Pow Wow convened in Miami was in
1999. The agency has allocated a special line item budget to cover expenses relating to
available an official destination press sponsorship as well as two media familiarization trips
to take advantage of journalists presence in South Florida.
Measurability
The agency contracts with a national clipping service to monitor public relations efforts.
Rather than producing volumes of clip books, the agency now showcases original clips at
TDC meetings to inform the council of results. The agency will provide the TDC with
analysis of various media projects to provide dollar value of coverage received. Although
comparative costs can be achieved, based on media rate cards for time and space, it is
difficult to assess the value of increased credibility and readability editorial materials
generally garner.
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Preliminary Public Relations Expense Budget for FY’ 2008-’09
Media support materials (Media kits, videotape duplication, CDs, etc.).....................$8,000
Distribution (Courier, electronic distribution and electronic marketing).....................$25,000
Print clipping and broadcast monitoring services (evaluation process)....................$11,000
Special events support (those with inadequate funding)..........................................$50,000
Broadcast support....................................................................................................$60,000
Travel journalist, other conferences.........................................................................$15,000
Domestic and foreign media research trips (includes air
transportation, food, ground transportation, etc.)...................................................$100,000
Domestic media development missions/receptions..................................................$18,000
Keys Voices Booklet...................................................................................................$3,500
Spot News Coverage...............................................................................................$50,000
U.K./European sub-agency contract......................................................................$145,000
U.K./European PR expenses...................................................................................$80,000
Pow Wow media relations program..........................................................................$25,000
Web Site Editor........................................................................................................$33,000
Ameurop Assistance Program..................................................................................$18,000
Hi-Definition Video B-roll shoot and edit...................................................................$22,500
PR stringers’ expenses..............................................................................................$5,000
Gay market PR Stringer...........................................................................................$12,000
Video of the Week Production..................................................................................$15,000
Orange Bowl destination promotion.........................................................................$10,000
China Brand Development.......................................................................................$10,500
Resources................................................................................................................$11,000
Total Proposed PR Expense Budget for FY 2008-’09 ..................................... $727,500
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
L. FLORIDA KEYS and KEY WEST FILM COMMISSION
The purpose of the Keys Film Commission is to bring awareness of our location to the film,
entertainment, commercial and print industry. The Film Commission provides assistance and
support to productions shooting in the Keys. The film commission may also provide necessary
information, props and signage to assist a production company in creating a story that
references Monroe County whether on location here or not.
Objectives
1. Create economic impact by promoting The Florida Keys nationally and internationally as a
filming destination.
2. To develop an expanded crew base for film crews to utilize.
3. Provide story ideas, events, flora and fauna, attractions and lifestyles and historical
information to scriptwriters.
4. Build an educated community and community awareness of the rewards and problems in
the recruitment of the film industry.
Goals
1. Increase marketing opportunities in the EU.
2. Develop partnership with Florida Keys Community College in establishing a practical film
course.
3. Improve the web based locations and project management system.
4. Develop and implement a direct mail campaign.
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination. Made
up of State film commissioners, labor unions, individuals and businesses catering to the film,
television and print industry. Our presence will continue with Film Florida in 2008 - 2009. Our
film office in conjunction with Film Florida will organize marketing missions to Los Angeles, and
New York domestically. Internationally, we are looking marketing at opportunities in the EU.
Website
The Florida Keys & Key West Film Office updates the website every year with new and current
information.www.filmkeys.com.
When Film Florida has a marketing event, we upload photos to a site created specifically for
that event. The site is then linked to all participating Film Florida members’ websites, which
creates awareness of our specific locales as well as incentives available through the state film
office.
We are on line with the Locations Guide, an international site, as well as purchasing ad space
in their handbook. We continue our presence on the Kemps website. Kemps is an
internationally distributed handbook of production services for the film, television and
commercial industry.
Advertising/Marketing Campaign
The film office will continue its presence in the domestic and international markets. We will
partner with Film Florida in creating a London Mission to reach out to UK producers and
directors. While the dollar continues to be weak against the pound, we have more to offer the
UK and the EU than just great locations and perfect winter weather.
Increase Marketing Efforts to Commercial Production and television Industry in the EU.
The past several years the Florida Keys office has coordinated for Film Florida, our booth at a
London industry trade show. This office has concluded we have the ability to make a far
greater impact creating our own event (s). The film office in partnership with Film Florida
proposes to create marketing events to take place in the U.K. and Spain.
The events will include an invitation to industry media, television and commercial producers
and directors and ad agencies to create awareness of what our state has to offer.
The U. S. continues to be a bargain for the European production community. We have seen
an increase over the past year in U.K.television production shooting on location in the Keys,
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
which is due greatly to the dollar against the sterling pound. We need to keep ourselves in the
forefront of location destinations.
Partner with Florida Keys Community College
Create a course study for practical film and television industry work. There are many jobs in
the film industry that begin with the basics. Production companies are often looking for local
crew to fill those slots, from production assistants to location assistants and marine scouts.
Tentative agreements to teach seminars have come from a Warner Brothers executive, a
major network news journalist and a production designer. The people taking the courses will
have the possibility to begin putting their skills to work in the Florida Keys. As location
destination, we will then have built a larger crew base to answer the needs of production
companies.
Web Based Location and Project Management System
There are three aspects of a film commission’s business which can be handled in the office:
image management, contact management and project management. The film office intends to
subscribe to and be trained by a professional team which will enable our office to combine
these features and integrate the tracking with a click of the mouse. Plus, give our clients a
better system with which to view and store hundreds of photos in our digital library.
We will be able to create customized URL packages for our clients. Instead of having to
download images, the location scout and production studio representatives will have access to
the photo packages, which the office will create personally for them via a short email
messages.
The result will be a sophisticated management solution, which will allow our office to respond
to clients’, needs with more speed and accuracy.
As we learn what best suits our needs and the most efficient way for us to deliver our product
to our clients with this new system in place, we will refine it and grow with the new possibilities
technology presents.
Develop and implement a direct mail campaign
A direct mail piece depicting Keys locations and services will be developed targeting the
television and commercial industry both in the U. S and abroad.
Industry Trade Shows
Trade shows are venues where the Film Commission office has an opportunity to promote
what is available in our destination directly to production companies. Attendance at the
following trade shows is proposed for fiscal year 2008-2009.
Location Expo
1. is scheduled for Santa Monica; attendees include location managers,
location scouts, writers, producers, and directors.
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
Film Florida Conference
2. is scheduled for May or June. This is an annual meeting and
seminars where industry professionals are invited speakers.
New York Mission
3. - We plan another New York Mission this year scheduled for autumn.
The Florida Keys Film Office will again coordinate the reception for independent filmmakers
in the East Village, New York. Attendees are to include producers, directors and executives
from the film and television industry. We will schedule another marketing event in New York
to coincide with TriBeCa Film Festival scheduled for April.
Film Festivals and Sales Missions
4. - Regional film offices are considering opportunities to
partner with the State Film Office and production and distribution companies to bring
awareness of Florida as a film destination. Targeted attendees are producers, directors and
executives in the film and advertising industries.
London and EU Missions
5. –This past year, the Florida Keys film office coordinated the first
London Mission on behalf of Film Florida. We felt the event was successful for a first time
event. We learned what improvements could be made and intend to create marketing
mission again, intending to brand Film Florida in the UK.
We are also looking to expand into the Spanish market bringing awareness of our locations
to production companies in Madrid and Barcelona.
Location Scouts
Once a production company has been supplied with location photos, video and requested
information, the production company may send a location scout or location manager out to
take photographs of the areas. On these occasions the Film Liaison meets with and/or escorts
the location scout to the possible shoot sites in Monroe County. At times this effort requires the
hiring of a helicopter and driving out of county to pick up or drop off the scout from Miami
International Airport.
Once the location scout provides the production company with his/her photographs, a second
and possible third scout may evolve consisting of the producer, director, art director and
location manager. Again, the Film Liaison provides escort and possibly transportation for the
scout. Efforts made by the film office and local businesses during these scouts may strongly
effect the outcome of a location decision.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys, the
Film Commission office provides continued assistance dependent upon the need of the
company. This assistance may include helping with permitting, facilitation of discussions, and
meetings with government officials, law officers, owners or managers of businesses and
properties. This office then assists in locating crew to work on the project, establishing contacts
for specific equipment or props, hotel room and restaurant possibilities and a myriad of
requests that are unforeseen.
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
The Film Commission office also provides information and assistance to the lodging, crew and
property owners in the Keys, if they have questions or concerns regarding the shoot.
Information is provided as to what to expect and what to ask for from a production using their
property.
The Film Liaison intends to facilitate a successful experience for the production company, local
crew and businesses.
Public Relations Opportunities
The Film Liaison will continue to work with Stuart Newman Associates and industry
publications as well as publicists for production companies to identify PR opportunities in print
and broadcast media for the Florida Keys & Key West.
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
Measurability
A year-end economic impact report based on numbers from the production companies is to be
submitted to the TDC. This includes revenue generated in county, room nights booked,
production days and locals hired
A break down of which production companies have utilized the Florida Keys as a location is
submitted as part of the TDC reports.
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Monroe County Tourist Development Council 2008–2009 Marketing Plan
Budget FY 2009
Film Industry Trade Shows
Film Florida quarterly meetings
New York Missions
Locations Expo
Film Florida Conference
International Shows and Marketing Missions
Registration and Show Expenses
$15,000
Travel Expenses
Air Fare, Lodging, Meals, In-county mileage $12,000
Dues and Fees
Association of Film Commissioners International $ 1,500
Film Florida $ 1,500
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls $ 4,000
Support materials
photos, office supplies, promotional materials $ 5,500
vehicle rentals - boat/helicopter and auto rental for
location scouts and escorting location shoots
Trade publication subscriptions
$ 400
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mailing expenses, WEB site maintenance, database and
mailing support, postcards $14,000
Support equipment
computer programs, etc. $ 3,500
E & P for Production Executives
$ 2,000
Student intern/location photographer
$ 4,100
Industry professionals travel expenses
Advertising
$10,000
Resources
$ 1,500
Total $75,000
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
M. MARKET RESEARCH
The most successful marketing strategies are those developed through a systematic process
fueled by research. Market Research is the use of scientific methods to identify and define
marketing opportunities and challenges; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve our understanding of marketing as a process. Market
Research needs to be carried out regularly because of the constantly changing environment in
which we operate, due to shifts in consumer tastes, technological advances, and changes in
economic conditions.
The TDC Market Research department designs and conducts research initiatives focused on
tourism in the Florida Keys & Key West, which are then interpreted and presented within the
context of wider industry trends. Ongoing projects are designed to monitor and reveal shifts in
demographics, psychographics, and consumer behavior/motivation among both potential visitors
and actual visitors to the Florida Keys & Key West. The purpose of the TDC’s Market Research
department is to maximize the quality, value, effectiveness and application of research in the
development of marketing strategies and in measuring the extent to which marketing goals have
been met.
OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer sentiment, and economic indicators in order to advance the
development of successful marketing strategies.
2. To continuously gather and track information in order to inform the development and
execution of the marketing plan and any ad-hoc shifts in marketing strategy (e.g. terrorist
attacks, hurricane activity or damage, economic slowdown or crisis, etc.).
3. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key
West, as well as potential visitors, including web site visitors and 800-number callers.
4. To evaluate and measure the attainment of overall marketing goals and strategic
objectives.
5. To coordinate with other departments, the agencies, and the public and private sectors in
the provision and use of applied, actionable research to inform the marketing and
destination management decision making processes and measure effectiveness.
6. To further the understanding and utilization of emerging technologies in the field of market
research and strategic marketing.
GOALS:
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
The 2008-2009 goals of the Market Research program are:
1. Establish a study of the image of the Florida Keys & Key West as a travel destination within its
primary target markets and that of its key competitors; examining the Keys’ image strengths
and weaknesses and comparing our image to our top competitors.
2. Establish a study of perception and intentions of adventure travelers to seek soft adventure
vacations in the Florida Keys & Key West.
3. Develop a co-op study with VISIT FLORIDA, for new reports on international visitors including
origin, volume and economic impact via Visa credit card spending data.
4. Conduct market segmentation studies on multi-cultural and specialized markets, including the
Hispanic Market, Disabled Travelers, Gay & Lesbian travelers and African-American Travelers.
5. Develop a study on the impact of gas prices on visitors’ Florida Keys & Key West vacations.
6. Increase the scope and methods of data collection in tracking the effectiveness of advertising,
sales, public relations, film, and visitor information services.
RESEARCH METHODS:
Every research study begins with the identification and formulation of a research question. Once
this has been established, the potential sources of information available to answer the question
are identified. A research design is then developed. Research designs may be either qualitative
or quantitative in nature. Elements of both designs may also be used together in mixed-methods
studies to provide more information than could be obtained from using either one alone.
Qualitative research deals in words, images, and tends to be more exploratory and less structured
than quantitative research. Qualitative research includes focus groups, in-depth interviews, and
observational techniques such as the mystery shopper. While the results of focus groups reflect
only a very small segment of the target market, their results offer a far more in-depth
understanding of the target’s perspectives or opinions than is otherwise obtainable through
quantitative surveys. With qualitative research, the intent is to provide an understanding of
perceptions, feelings, attitudes and motivations. It is not to make generalizations of the population
of interest. Qualitative research can provide insights into the underlying research problem to
better develop quantitative research for conclusive data.
Quantitative research focuses on numbers, logic, and the objective, providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population. While
quantitative data collection techniques can vary depending on the sampling design and the type of
information to be collected, the traditional empirical quantitative technique in market research is
the survey questionnaire. By administering a survey to a random sample of a population, one is
able to draw inferences about the behavior of an entire population. The medium by which the
survey is implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Market segmentation, the process of breaking the total travel market into smaller, more uniform
groups, is one of the basic principles of tourism development and marketing. It recognizes that
both business and pleasure travel markets have separate segments, each with a unique set of
needs and preferences. By defining markets into segments one can better understand whom,
when, how, and why people travel to the Florida Keys & Key West.
In order to be successful in reaching these target markets, we must not only focus on the needs
and preferences for each group, but also what motivates these individuals to engage in travel in
the first place. The key to understanding travelers’ motivations is to see travel as a satisfier of
need and wants. Once we understand our visitors needs and wants, we will be better prepared to
satisfy them.
IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone and email visitor inquiries will continue to be tracked through the VIS software, with
monthly and annual reports summarizing the origin of the inquirer (state, country, top cities and
states), the advertising source (magazines, newspapers, TV, Internet, etc.), as well as interests,
month of arrival, mode of transportation, length of stay, and number in party. Email addresses,
where provided, will also be recorded to further enhance the direct marketing capability of this
customer relationship database. Reports will continue to be produced for each District and the
County overall. The software and report functions will be maintained and upgraded as needed.
Call count reports will enable tracking of monthly and annual variations in VIS call volume to aid
operational management. We will continue to report on the wealth of data gleaned from the Key
West Business Guild’s Gay and Lesbian VIS database.
Research focusing on actual visitors to the Florida Keys & Key West.
Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of
our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to
gather demographic, party composition, expenditure across multiple categories, activity, length of
stay, reason for visit, trip planning and expectation vs. satisfaction data from visitors to the Keys.
‘Special topic’ questions will be added on an as-needed basis. We will continue to track prior
cruise ship visitation in District I in order to measure potential for conversion into overnight visits.
The data collection and input will continue to be conducted by an outside research firm, with the
data analysis and reporting performed in-house. We will further develop market segmentation
studies of both actual and potential Florida Keys visitors based on interests including soft
adventure, green/eco-tourism, cultural, weddings, and family travel.
Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge
lodging industry performance. This includes the following: a monthly occupancy and average daily
rate report for Monroe County, Key West, and Monroe County excluding Key West overall and by
price tier; and weekly reports on daily occupancy and average daily rates for Monroe County and
Key West. These weekly reports not only provide a useful means by which to assess the impact of
special events and lodging performance over holiday periods but also provide us with quicker
turnaround of lodging data than we currently see under the monthly schedule. We will maintain
our efforts to increase sample size so that further segmentation of the data can be implemented.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Fulfillment of 2008-2009 Research Goals:
1. In understanding what our target market sees as our strengths and weaknesses, versus
our competitors’ strengths and weaknesses, we can better understand why travelers make
the vacation selections that they do. We can also use that information to attract more
visitors by enhancing the perception non-visitors have of our destination, targeting what
they are seeking in a vacation. Because motivations for travel can vary widely across
entire populations, this study by design will be much targeted to a specific type of traveler.
We will focus on our top five primary domestic markets. We will first survey current visitors
from these primary markets to determine which destinations they considered besides the
Keys to identify our top competition for their travel dollars. Then, we will survey active
travelers within the selected primary markets; querying their image of the Florida Keys &
Key West and that of the selected competitors. The research aims to identify what
attributes appeal most to the travelers and resulted in them choosing the Keys over our
competition. Second, identify messages advertising can convey to persuade non-visitors to
select the Keys over our competition.
2. Anecdotal evidence from industry partners points to adventure travel as on the rise in the
Keys. One of our strengths as a destination is the unique soft adventure spots we offer,
such as kayaking a national marine sanctuary. We will study the awareness and perception
among domestic adventure travelers of the Florida Keys & Key West and its soft adventure
offerings.
3. VISIT FLORIDA has led a pilot project to utilize visitor credit card receipts to increase the
breadth and depth of data on international visitors. Visa agreed to work with the multi-state
and DMO group led by VISIT FLORIDA to create a program to fulfill the industry’s needs for
more comprehensive international visitor data. As language barriers can prohibit full
participation in our current intercept interview program, purchasing actual spending data
from the Visa program will enhance our tracking of international visitors across all origin
markets. By co-op’ing with VISIT FLORIDA on the VISA project we will be able to obtain
Keys’ specific international visitor data at a cost savings. Such data will allow us to better
identify and target the highest spend, longest stay international visitor markets.
4. We will co-op on a Hispanic Market study with VISIT FLORIDA to gather data on this
market and test awareness and perception of the Florida Keys & Key West. We will also
co-op on a study being conducted by Harris Interactive and Witeck-Combs on Gay,
Lesbian, Bi-sexual and Transgender travelers. We will further identify research vendors to
conduct a study on African-American travelers and a study on Disabled travelers. Both will
also test awareness and perception of these market segments of the Florida Keys & Key
West.
5. We have gathered much secondary data on the impact of gas prices on travelers’ vacation
decisions and trip patterns. To further enhance our understanding of the impact of gas
prices on our destination we will be specifically probing actual and potential visitors to
determine what role the price of gas plays in their decision to visit, or not visit, and any
trade-offs being made during their Keys trip.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
MEASURABILITY:
The above outlined Market Research projects will include stated objectives, outlined in the form of
a research question, the information expected to be obtained by the project, and the budget, if
any, for the study. Each project will be evaluated after completion to determine if the stated
objectives were met, and to assess the value of the information collected.
Additionally, the Market Research department will provide the means for evaluating the goals and
objectives of other TDC departments and the agencies.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY $68,400
OCCUPANCY & AVERAGE DAILY RATE REPORT $8,800
PROJECT RESOURCES $74,300
Florida Keys & Key West Image & Competitor Study
Visa International Visitor Reports
Adventure Traveler Study
GLBT Study
Disabled Traveler Study
Hispanic Traveler Study
African-American Traveler Study
Mystery Shopper Surveys
Gas Study
nd
NOAA Tourism & Economy Study, 2 half
Other Project Resources
SECONDARY RESEARCH $5,500
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS$6,000
Memberships
Telephone, Fax, Modem
Postage
Computer Equipment/ Software Upgrades
Conference, Workshop, Seminar Attendance
Data Entry Assistance
TOTAL$163,000
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan consists of assessing the effectiveness of the programs.
The TDC must continuously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Goals should be established to serve as benchmarks for
assessing the plan’s effectiveness.
Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to
redirect marketing efforts towards the highest level of performance.
Though the TDC has different ways of tracking our marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program’s
performance. The TDC Market Research Department regularly conducts visitor profile
analysis and monitors marketing effectiveness through call and website reports and
revenue reports. Research strategies also utilize lodging data and visitor profile data.
In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being or
will be achieved.
Accountability assessment not only measures performance, but also enables review of the
adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in our plan.
We are making every attempt to develop an orderly planning process which includes a
clear statement of goals to be attained in the time frame outlined.Those goals are reached
through a series of marketing strategies and methods, each of which can and should be
measured. The measurement techniques should be designed objectively, without
preconceived notions of the results and without a design which attempts to prove
something works. Such methods include:
Pre/post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why someone did.
Comprehensive studies of how travel information is delivered and used by the
potential visitor. What is the role of technology in the travel planning process?
The measures of economic impact and return on investment (ROI). What are the
total benefits of a visitor coming to our area versus the cost of attaining those
benefits?
Qualitative analysis to learn what works in marketing our area, both in the short
and long term. Our assessment of this year’s plan should not only grade our
current efforts but should help show us how to make adjustments, and be more
effective in subsequent years.
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Monroe County Tourist Development Council 2008-2009 Marketing Plan
Some of the criteria or techniques that will be used or planned by the TDC this year to
assess program effectiveness include:
VIS reports
Visitor Profile Survey reports
Smith Travel Research Report
Focus group studies
Economic & tourism indicators
AT&T call reports
Bed tax revenues report
Sales tax revenues report
US 1 traffic counts
Airport arrivals and cruiseship/ferry passenger counts
Internet marketing click-through counts
Google analytics
User demographics reports
Web site brochure and video downloads
Electronic sales lead tracking
Travel agent sales reports
Tour operator room nights booking reports
Trade show room nights booked reports
Trade show visitor intercept surveys
Number of meetings booked
Follow-up sales leads reports
Credit card demographics
European agencies’ reports
VIS mystery shopper reports
rd
3 party accommodations Internet bookings
Print ad pre-testing
Trade partners and industry survey (meaning surveying travel agents & lodging
sales staff)
Conversion studies
Online surveys or web based surveys
In summary, we need to know what marketing efforts are working; what is not; and make
the appropriate adjustments in the quickest period of time, to ensure the success of our
decision-making process.
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