Item D11
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: OCTOBER 19,2000
Division: TDC
Bulk Item: Yes XXX No
Department:
N/A
AGENDA ITEM WORDING:
Approval is requested for the 2001 TDC Marketing Plan.
ITEM BACKGROUND:
TDC unanimously approved 2001 Marketing Plan at their July 19, 2000
meeting.
PREVIOUS RELEVANT BOCC ACTION:
BOCC approved FY 2001 budget at their meeting of September 21,2000.
STAFF RECOMMENDATION:
Approval
TOTAL COST: $
BUDGETED:
COST TO COUNTY: $
/TOURIST PAY
APPROVED BY: County Attorney _ OMB/Purchasing_ Risk Management
DIVISION APPROVAL:.~~
Lynda M. Stuart
(Type/print name)
DOCUMENTATION: Included X To Follow: Not Required
-.... - -
Agenda Item # D - I \
Monroe County Tourist Development Council 2000-2001 Marketing Plan
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Table of Contents
Section One: The Mission of the Toe
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.................................................................................... .1-1
ii. Sales............................................................................................. J-1
iii. Public Relations........................................................................... K-1
iv. Film Commission.......................................................................... L-1
v. Resea rch ...................................................................................... M-1
Section Four: Evaluation..........................................................:................ N-1
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Section One: The Mission of the
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.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive 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, goab
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 1999-2000 Marketing Plan sets the
guidelines on how the revenues of the three penny (3%) bed tax (Florida Statutes 125.0104) on
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
(Florida Statutes 129.01); 7% of the net revenue may be used for program administration; 65% of
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 (F.S. 129.01); 3% of net revenue may be used for program administration. The
remaining third penny revenues may be allocated within the following five categories:
tourist information services; capital projects;~special events and district specific advertising
and promotion. District Advisory Committees representing the five district within Monroe
County make recommendation for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
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Monroe County Tourist Development Council 2000-2001 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 81,000. The Keys' business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys.
· The Florida Keys are easily accessible by land transportation. The primary mode of
travel for visitors to the Keys is by auto. (74.7%)
· The Florida Keys are easily accessible by air. (7.4%) By cruiseship (17.9%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental and United Connection), Delta Comair, US Air, Cape Air and
Airways International. Special jet charter service is available at Key West
I nternational airport.
2. Marathon Airport also services the Florida Keys. Marathon Airport is serviced by
Gulfstream and Vintage. This full service facility can handle private and
chartered flights.
3. Miami International Airport is the second largest international airport in the United
States. Domestic and international travelers to the Keys can fly into Key West or
travel by car or bus into the Florida Keys.
· Total flights availability in the two Florida Keys airports are approximately 81 (daily)
which vary by season. (Key West airport annual capacity - 70,000
arrivals/departures - Marathon airport annual arrivals/departures capacity - 100,000)
· Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West); Go Tours shuttle; Southern Most shuttle; major car rental agencies;
limousine service. Local transportation by taxi and shuttles; and Key West offers
public buses, unique trolleys and a sightseeing train.
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Monroe County Tourist Development Council 2000-2001 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 and house boats. The TDC estimates there are 15,000 rooms available.
· The Florida Keys camping and recreational facilities are plentiful.
Florida Park Service:
Bahia Honda 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
Ugnumvitae 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:
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
Ugnumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuaries:
.Florida Keys National Marine Sanctuary
Key Largo National Marine Sanctuary
Looe Key National Marine Sanctuary
licensed camping sites by district: Key West - 317; Lower Keys - 963;
Marathon - 364; Islamorada - 360; Key Largo - 400 for a total 2,404
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Monroe County Tourist Development Council 2000-2001 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 thoughout 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 the North America. Exploring
the living reefs of the Looe Key National Marine Sanctuary, 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 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 and diving. 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 2000-2001 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 eco-tourism
· historical and cultural heritage
. 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
2. Weaknesses and liabilities
· lack of consistency in room quality
· lack of direct flights from principal markets
· negative perception of seasonal storms
· value versus cost
. lack of traditional sandy beaches
. traffic congestion
· lack of convention and meeting facilities
. airline service to Marathon Airport.
· awareness of Marathon Airport
· changes to availability of Transient accommodations
· current water quality issues
· lack of stable service personnel resources
· employment turnover rate
· lack of affordable housing
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
II. Position Analysis, continued...
Our market competition are the other destinations that compete with us in any of the
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay travel, eco-tourism, in-state 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.
Based on competitive analysis, techniques such as trend analysis, market share analysis,
market buildup and test marketing are broadly employed to help position ourselves within
the market.
,-
The TDC's Opening of Cuba Committee developed a report on the possible negative and
positive impacts of the opening of Cuba. The committee also set some of the marketing
strategies that we would consider on the opening of the country to the United States. Trip
packaging could include one-day excursions to Cuba. We would highlight cultural
similarities, fishing trips and the obvious locale. For those tourists who have made Cuba
their main qestination, we would promote the ease and benefits of visiting the Keys before
or after Cuba. When Cuba opens to the United States we must establish a favorable
position to marketing the Keys and not allow ourselves to become a drop off point to
travelers going to Cuba. Our advertising, public relations and sales should mention and
promote excursions into Cuba from the Keys, but establish the reasons to keep the main
stay here. Being a natural location to benefit from the opening of Cuba, we will develop our
marketing creative and media placement vendors as a goal this year.
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 bring this kind of travel
experience to the forefront of our campaign.
Alternative transportation will be an essential point of our marketing this year to help relieve
the traffic problems. More focus on air arid possible 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.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Website
This year we will focus on the development, marketing and service of our website. Our
website has become the most important marketing tool that we have in the promotion and
service to the potential visitor. All of our advertising will include the website address. The
visitor can learn about the destination and be able to download what information the
person needs to make their plans for travel.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographies of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world.
The marketing of our site is very important to the overall plan. We must think of our site as
a product, and the content as product lines
We will market the site through the normal media placement and by specialized Internet
advertisement. We will do banner ads, c1ick-throughs, keyword search, affiliate site
programming, direct e-mail and other electronic marketing to the site.
Website serve 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 be more intelligent and guide users to where they want to be; they need to make
the users feel welcome.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrowcast 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.
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, site address or by link. There are
software programs that may be used to track the user and create a unique database that
includes biographic, demographic, and web-surfing behavior information for reach
individual user as they travel through the site.
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Monroe County Tourist Development Council 2000-2001 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.
1 . Domestic Markets
. Primary
· Florida (Dade, Broward, Palm Beach, Pinel/as, Hillsborough,
Orange)
· New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Massachusetts, Georgia, Texas
· Secondary
· Connecticut, Virginia, North Carolina, Maryland, South Carolina,
Alabama, Minnesota, Wisconsin, Indiana, California, Missouri
2. International Markets
. Primary
· Germany, United Kingdom, Canada
. Secondary
· France, Italy, Spain, Belgium, Netherlands and other European,
Scandinavian and Germanic speaking countries
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism
D. Fishing
E. Diving
F. Gay/Lesbian
G. Mature
H. Honeymoon
I. Boating
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
8. Special Event Travelers
C. TravellTrade Industry
1. travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airlines
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetingsllncentives
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 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.
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.
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. There is currently a large expansion of this niche m~rket
within the travel trade industry.
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Monroe County Tourist Development Council 2000-2001 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.
Ecotourism
Eco-travelers are a fast growing specialty interest group and sho.uld be considered
an excellent target market. They are a responsible visitor from whom we can profit,
but also will respect our natural resources. Whether it is camping, birdwatching,
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.
Eco-tourism 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.
Honeymoon
The. honeymoon market is a potential market which strengthens our 'off-season'
(summer). Most marriages and honeymoons are during the summer months and
September. Florida is the most popular honeymoon US destination. Honeymoon
trips will average 8 days and high expenditures.
Meetingllncentive 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.
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, 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.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
IV. Promotional Analysis - Activities Planning
1. Special Events
The Florida Keys hosts various annual activities and special
events. This year events and activities include:
· Yachting Key West Race Week - Key West - January
· Art Key West - Key West - January
· Int'I Midwinter Championship Regatta - Key West - January
· Green Sweep Volunteer Workday - Marathon - January
· Outdoor Art Show/Florida Keys Art Guild - Key Colony Beach -
January
· Florida Keys Renaissance Faire - Marathon - January
· West Marine Winter Warm-up Sail - Marathon - January
· The Monumental Brass Quintet - Marathon - January
· Florida Watercolor Society Art Show - Marathon - January
· Business & Professional Women's 5-K Run - Marathon - January
· San Pablo Parish Festival - Marathon - January
· Marathon Garden Club Flower Show Preview - Marathon -
January
· 'Paws for a Cause' Pet Walk to Pigeon Key - Marathon - January
· Upper Keys Seafood Festival - Key Largo - January
· Pigeon Key Art Festival - Marathon - February
· Winter Festival at Marathon Airport - Marathon - February
· Art Festival at Gulfside Village - Marathon - February
· Bay Jam - Key Largo - April
· International Sejong So lists - Marathon - March
· Art Festival at Key Colony Beach - Key Colony Beach - March
· Marathon Chamber & Organized Fishermen Seafood Fest -
Marathon - March
· Art Festival at San Pablo Church - Marathon - April
· 7 Mile Bridge Run - Marathon - April
· Key West Theater Festival- Key West - June
· Poker Run - Miami - Key West - Key West - September
· Corvettes In Paradise - Islamorada - November
· Fantasy Fest - Key 'fJest & Lower Keys - October
· Cuban American Heritage Festival - Key West - Oct./Nov.
· Super Boat Racing - Key West - November
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
2. Fishing Tournaments
· Hogs Breath King Fish Tournament - Key West - January
· Key Largo Sailfish Tournament - Key Largo - January
· Pursuit/Grady White Sailfish Tournament - Big Pine Key
· Holiday Isle Sailfish Tournament - Islamorada - January
· Cheeca Lodge 12th Annual Presidential Sailfish Tournament -
Islamorada - January
· Over the Hill Rip-Off Fishing Tournament - Islamorada - January
· Captain Leon Shell Billfish Tournament - Marathon - February
· Islamorada Women's Sailfish Tournament - Islamorada - February
· Poor Girls Billfish Tournament - Islamorada - February
· Marine Flea Market - Key Largo - February
· Islamorada Spring Bonefish Tournament - Islamorada - March
· Key West & Lower Keys Fishing Tournament - April thru November
· Texaco Key West Classic - Key West - April
· Key Largo Holiday Inn Dolphin Tournament - Key Largo - April
· Coconuts Dolphin Tournament - Key Largo - May
· Key West Gator Club Dolphin Derby - Key West - June
· Cudjoe Gardens Dolphin - Lower Keys - June
· Big Pine & Lower Keys Dolphin Tournament - June - Big Pine Key
· Islands of Marathon Tournament - Marathon - June
· Golden Fly Invitational Tarpon - Islamorada - June
· Gold Cup Tarpon Tournament - Islamorada - June
· Islamorada Women's Invitational Tarpon Tour. - Isla. - June
· Don Hawley Tarpon Tournament - Islamorada - June
· Geiger Key Marina Dolphin Tournament - Key West - July
· Holiday Isle Dolphin Tournament -Islamorada - July
· Little Palm Island SLAM - Big Pine Key - September
· S.L.A.M. - Key West - September
· Baybone - Key Largo - September
· Islamorada All Tackle Tournament - Islamorada - October
· Women's Invitational Bonefish Tournament -Isla. - October
· Cuban American Heritage Tournament - Key West - November
· Redbone - Islamorada - November
· Islamorada Sailfish Tournament - Islamorada - November
· Captain Don Gurgiolo Sailfish Tournament - Isla. - November
· Islamorada Jr. Sailfish Tournament - Islamorada - December
· Mini Met - Key Largo - December
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
3. Historical, Cultural and Entertainment Attractions
· Art of the Oaks - Key Largo - January
· 41st Annual House & Garden Tours - Key West - Jan/Feb/March
· Mel Fisher Maritime Historical Society Armed & Dangerous - Key
West - January - December
· Florida Keys Renaissance Faire - Marathon - January
· Pigeon Key Jazz Festival - Marathon - January
· Key West Literary Seminar - Key West - January
· Key West Craft Show - Key West - January
· Pigeon Key Art Festival - Marathon - February
· Old Island Day Art Festival - Key West - February
· Islamorada Buccaneer Days - Islamorada - February
· Rain Barrel 21st Annual Arts Festival - Islamorada - March
· Waterfront Playhouse - Key West - May - April, 1998
· 17th Underwater Music Festival - Big Pine Key - July
· Red Barn Theatre - Key West - October - September
· Barley's Bay Festival - Islamorada - July
· Taste of the Keys Fins & Feather Bash - Key Largo - August
· Tennessee Williams Fine Art Center Founders Society - Key West
- August - May
· Women Fest Key West - Key West - September
· Oktoberfest - Big Pine Key - October
· Festival by the Bay - Islamorada - October
· Indian Key Festival - Islamorada - October
· Marathon Community Theatre - Marathon - November - August
· Island Jubilee - Key Largo - November
· Key West Symphony Orchestra - Key West - Nov/Feb/Aug
· Key West Jazz Festival - Key West - December
· 14th Annual Island Art Fair - Big Pine Key - December
· Pirates in Paradise - Key West - November/December
· Impromptu Theatre - Key West - Nov/Jan/Feb/March
· Key West Writer's Workshop - Key West - Jan/Feb/March
The promotion of special events and attractions not only draw attention to a destination,
but also have an economic impact on that destination, depending on the length of the
event, the use of hotel rooms, restaurants, etc., and the number of outside visitors
attending the events or attractions. The type of event yields different visitor profile and
expenditure, which may be complimentary to the market as a whole.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
4. 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. These projects must have as one of its main purposes the
attraction of tourists to the area. The capital projects must be to a publicly owned and
operated facility or owned and operated by a not-for-profit organization and open to the
public.
Capital improvements can also include beach improvements, maintenance, renourishment,
enhancements and clean up where there is public access to the 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, recreational areas, monuments and other historic and cultural
attractions for our visitors.
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.
We are going to develop a three to five year capital projects plan for each district
community. The District Advisory Committees, with input from Monroe County, local
municipalities, chambers of commerce and general public, will formulate a vision of what
each community would like to see developed or maintained by the county. We have
committed thirty (30%) percent of our annual revenues to capital projects.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Section Three: Program Planning
I. Program Development
I. Overall Marketing Goals (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 number of capital improvement projects
c. Expand cultural and historical campaigns
d. Increase Internet advertising program.
e. To increase visitor expenditures
f. To increase longer stays
g. Increase marketshare of international visitors
h. Increase group and incentive meeting business
I. Create a comprehensive public relations program for
markets outside of the United States.
J. Increase awareness of the Keys to the film industry for
promotional opportunities
k. Develop special District co-op advertising workshops
I. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs
m. Increase the awareness and air service development of the
Marathon Airport
n. Increase Gay travel market
o. Develop program to track advertising and conversion to visiting
p. Develop direct targeted marketing program based upon current
statistical data
q. Increase co-operative efforts with Visit Florida Tourism
programs
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
II. Top Marketing Priorities
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 which will have the most significant positive
economic impact on the lodging industry
d. Promote historical, heritage, ethnic and artistic cultural tourism
e. Promote eco-tourism and soft-adventure
f. Development of capital projects and improvements
g. Promote the Fishing Industry
h. Promote the Dive Industry
I. Promote Gay/Lesbian Market
J. Identify and market to the visitor with the highest average daily
expenditure for longer stays
k. Develop international markets
I. Promote attractions
m. Promote awareness of the Marathon Airport
n. Promote special events
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
II. Resources (to execute program planning)
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
· 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 includes 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.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's is going to establish
educational initiatives with its membership.
The Florida Commission on Tourism and Visit Florida are planning to develop 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.
e. Agencies of Record
1. - Tinsley Advertising - Advertising
2. Stuart Newman Associates - Public Relations
3. FloridaKeys.com - Website Provider
f. Support Agencies
1. Cellet - United Kingdom and Germany (sales)
2. McCluskey Associates - United Kingdom,
Germany, France and Italy (PR)
3. The Market Share Company - Key West, FI. -
(fulfillment)
H-2
Monroe County Tourist Development Council 2000-2001 Marketing Plan
g. Budget (as legislation directs)
FY 2001 me THREE PENNY BUDGET
$17,854.500* preliminary
4%
30.8%
.Advertising - $5,494,530 - 30.8%.
[] Sales/Mkt. - $663,826 * - 3.7%
.AdminIOYerhead - $464,700 - 2.6%
.UmnellaslEvents -$1,303,077 -7.3%
.Capital - $4,438,918 - 24.9%
. Emergency - $2,262,890 - 12.5%
.Cash Reserws ~1,258 - 3.2%
.Public RelationslArneurop -$740,000 -4.1%
IlResearch - $150,000 * -.8%
. Finance/Attorney - $81,606 - .5%
IlIIVlSlFullfillment - $760,000 - 4.3%
. Resources - $786,292 - 4%
. Film -$105,000 * - .6%
.cty Cost Allocation - $130,000 -.7%
* Sales/Marketing, Research & Film budgets include staff salaries
H-3
Monroe County Tourist Development Council 2000-2001 Marketing Plan
-
Umbrellas
Cultural - $440,000
Fishing - $440,000
Dive - $200,000
FY 2001 Toe TWO PENNY BUDGET
'EVENTS' (35%) Portion
$3,788,648* preliminary
.9%
.01%
.Public Relations/Ameurop - $700,000 -18.5%
.Em ergency Reserve - $721,373 - 19%
.Cultural/Fishing/Dive Um brellas - $1,080,000 - 28.5%
.Flnance/Attorney Salary. $4,080 - .1%
.Resources - $206,900 - 5.5%
.Fulfillment - $210,000 - 5.5%
.Fllm Commission -$105,000 -2.8%
IIIIICounty Services - $33,852 - .9%
.Cash Reserves - $236,913 - 6.3%
.Special Projects - $490,529 - $12.9%
H-4
Monroe County Tourist Development Council 2000-2001 Marketing Plan
FY 2001 TWO PENNY BUDGET
'Administrative' (7%) Portion
$738,769 * preliminary
23%
8.9%
.2%
28%
2.6%
2.6%
. Admin/Operating - $209,250 - 28%
DTravel- $12,000 -1.6%
. Communications - $9,000 -1.2%
. Courier - $2,400 - .3%
. Repair/Rentals - $19,000 - 2.6%
. Finance/Attorney - $65,285 - 8.9%
. Capital Outlay - $5,000 - .7%
. Emergency - $169,783 - 23%
. DueslSubcrip. - $1,500 - .2%
.Administrative Advertising - $8,000 -1%
. Business Lease - $94,800 - 12.8%
.Supplies - $17,500 - 2.6%
. Cleaning - $4,500 - .6%
. Resources - $63,672 - 8.8%
.Visit FLA - $7,800- .9%
. County Services - $7,280 -1%
. Cash Reserves - $42,000 - 5.8%
H~
Monroe County Tourist Development Council 2000-2001 Marketing Plan
FY 2001 TWO PENNY BUDGET
'Advertising & Promotional' (650k) Portion
$5,541,591 * preliminary
9%
13%
3%
14%
.Advertising - $2,725,000 - 48% . Media Materials - $152,500 - 3%
o Ad. Expenses - $50,000 - 1 % . Collateral $80,000 - 1 %
. Research - $148,000 - 3% . Sales - $714,620 -13%
. Fulfillment /Trade - $45,000 - 1 % . Resources - $361,305 - 7%
. Emergency Reserves - $490,872 - 9% . Cash Reserves - $774,294 - 14%
H~
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key,
Key West)
2. Key West Hotel and Motel Association
3. Key West Innkeepers Association
4. Key West Business Guild
5. Key West Attractions Association
6. Heart of the Keys Tourist Association
(Marathon)
7. Federation of Chambers (Cultural
Umbrella contract)
8. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella contract)
9. Keys Association of Dive Operators (KADO.
(Dive Umbrella contract)
10. Visit Florida
11. Hospitality, Sales & Marketing Association
International (Fla. Keys Chapter)
12. Monroe Council of the Arts Corporation
13. FI. Assoc. of Convention & Visitor Bureaus & TDC's
14. TDC sub-committees
H-7
Monroe County Tourist Development Council 2000-2001 Marketing Plan
II. Marketing 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
Monroe County Tourist Development Council 2000-2001 Marketing Plan
I. Advertising
Advertising is the primary marketing technique for the TDC. Throu'gh media, the agency
can create an atmosphere about the destination, project the image to a large audience, set
itself apart from the competition, and create a positive reason to visit the destination.
Print advertising deals mainly with magazine and newspapers. Magazines are often seen
as highly geographic, credible, consisting of high quality reproductions, and having a long
shelf life.- Newspapers, on the other hand, have tremendous flexibility as it applies to
position of an ad, good local market coverage, broad acceptance, relatively low cost, quick
response placement, and the high public mode of communications.
Non-print advertising include television, radio, and the world wide web. Television
combines sight and sound, thereby, teasing the senses and providing animation for a
message. It tends to target different age groups depending on the types of shows being
watched. Radio is a pervasive medium used selectively to promote special events.
Internet (www.) advertising provides access to the world with timely, comprehensive, and
enticing information about the destination.
The internet has become a medium of it's own. A combination of print and broadcast. The
internet is interactive with consumer lifestyles at many levels, i.e. shopping, research,
education, ~ntertainment and travel. It has become the centerpiece of many home
entertainment systems. One of the most popular shopping segments is "travel". We will do
banner ads, c1ick-throughs, key word search, direct e-mail, and other electronic marketing
to attract users to our own web site.
Other forms of advertising include brochures, direct mail pieces, 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.
Objectives
1 . Develop top-of-mind awareness and image of the Florida Keys & Key West as the
premier Florida destination for leisure or business travel.
2. Create and maintain a campaign that highlights the reasons and motivations to visit
and "protect" our destination.
3. Develop creative ad media placement for year-round tourism for the
Florida Keys.
4. Developing a 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. Make the most efficient media buy and effective placement.
1-1
Monroe County Tourist Development Council 2000-2001 Marketing Plan
7. Bolster our campaign with value-added co-op advertising placement.
8. Market consumers to our website for immediate information and to receive
electronic brochures.
Goals
1. Increase destination share of voice (total impressions) with creative media
purchasing and placement.
2. Increase visitor respondents to our web-site.
3. Develop a cultural TV spot.
4. Create an accommodation TV commercial.
5. Establish the Florida Keys as one of the top cultural and historical tourism
destinations in Florida.
6. Increase market share of international visitors.
7. Increase longer stays.
8. Develop internet tracking program.
9. Increase awareness of alternative transportation to and around the Florida
Keys.
1-2
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
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. It is important to identify who, where and what underlying
motivations there are for travel. We want to turn our target market into a captive
audience.
We will continue to refine our database marketing this year.
The Agency will also work with the Director of Marketing Research on visitor
analysis to help identify our markets.
We will use the internet with it's various search engines and dedicated sites to key
on specific markets, both nationally and internationally. We will also target our
respondents to our web-site for immediate fulfillment.
1-4
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or
services that differentiates the destination from other competition.
Brand equity is the marketing term for a brand's value in terms of awareness and perceived
quality - in other words, its' proven to draw and keep customers.
Branding can reflect personality and an attitude, such as "Come as you are". Our Florida
Keys and Key West logo has come to be recognized as the place to get-away from it all
and relax. It 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 and Key West.
1-5
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Target Audiences
. Consumer
The general target audience for The Florida Keys & Key West is Adults, 35-64, HHI
$100,000+, more educated and considered responsible adults.
· By targeting the upper income bracket, we ensure delivery of this segment.
We also achieve delivery of the "aspirational" element of the broader
audience: those with lower incomes who aspire to the good life and thus
will be more likely to take vacations and not scrimp on them.
Within this group, "umbrella" campaigns will be skewed to prospects with special
interests:
· leisure Travel
. Diving
. Fishing
. Cultural/Historic/Art
. Gay/Lesbian
. Mature
. EcoTourists
. Honeymooners
. Soft-Adventure
· Trade Travel
· Travel Agents/Tour Operators, both nationally and internationally.
· Meeting Planners, for small to mid-size meetings
International advertising is done predominately through trade publications and FLA-
USA co-op in consumer and trade media. With the growth of the internet, the
destination has increased its presence on search engines and travel specific sites,
our international share of voice will grow. The major differences between domestic
and international visitors tend to be related to geographic location, distances and'
variations related to languages and customs. Travel agents, tour operators, and the
internet are the most cost efficient way to generate international travel to The Keys.
International travel agents have developed relationships with their market groups
and have a sensitivity to their concerns and needs. This year we will again join with
the FLA-USA in a cost effective effort to attract the international consumer through
co-op programs in consumer and trade media.
Geographic, domestic and international target markets are described within the
prospect analysis.
1-6
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Domestic Target Audience
Population % of Total Index
Total Target Adults 17,825,000 34.9% 100
Total Men 9,282,000 52.1% 100
Total Women 8,543,000 47.9% 100
Age 35-39 5,805,000 32.6% 123
Age 40-44 2,903,000 16,2% 128
Age 45-49 3,259,000 18.3% 131
Age 50-54 3,130,000 17.6% 137
Age 55-64 2,227,000 15.3% 141
HHI $100-$150M 10,529,000 59.1% 223
HHI $150-$200M 3,556,000 19.9% 216
HHI $200-$250M 1,338,000 7.5% 226
HHI $250M+ 2,402,000 13.5% 213
Married 16,340,000 91.7% 104
Single 650,000 3.6% 58
Professional/Managerial 11,147,000 62.5% 119
College Graduate 10,399,000 58.3% 119
Own Home 17,264,000 96.9% 103
2+ Airline Trips in Past Year 12,188,000 68.4% 126
5+ Nights in Hotel/Motel
Northeast 4,080,000 22.8% 99
Midwest 3,913,000 22.0% 97
South 5,257,000 29.5% 97
West 4,574,000 25.7% 108
. Even distribution of age levels
. . Heavy travelers
* 1998 Monroe Mendelsohn Affluent Study. Target is Adults 35-64, HHI $100M+
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, College Graduate = 119 index. This means that our target population is 19%
more likely than the average to be a college graduate.
1-7
Monroe County Tourist Development Council 2000-2001 Marketing Plan
2000-2001 TOTAL PLAN
Expenses
0.9%
Collateral
5.2%
Consumer
Magazines
7.2%
Production
5.1%
International
0.7%
Intemet
8.7%
In State Cable
6.9%
Dom.Trade
Magazines
1.1%
Newspaper
25,0%
National Cable
24.8%
$5,494,530
NOTE: Miscellaneous includes Talent and Residuals, Future Fund, TV Production and
Trade Shows
1-8
Monroe County Tourist Development Council 2000-2001 Marketing Plan
2000-2001 MONTHLY MEDIA SPENDING
December
7%
January
13%
July
7%
October
6%
September
2%
August
5%
May
9%
I $5,212,030 Media I
1-9
February
13%
March
13%
Monroe County Tourist Development Council 2000-2001 Marketing Plan
2000-2001 ADVERTISING BREAKOUT
DAC
4.8%
Cultural/Historical
Umbrella
2.5%
Fishing Umbrella
Dive Umbrella 2.5%
3.6%
Generic
(includes Media
Materials, Expenses
and Collateral)
44.0%
DAC1
26.1 %
$5,494,530
1-10
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Co-op Advertising,
Cooperative advertising was introduced with the hopes of providing the accommodations,
businesses, and attractions, direct access to major travel markets at a cost effective rate.
The co-op program currently has over 100 participants involved in generic, district and umbrella
opportunities. In addition, to newspaper and magazine opportunities participants have the ability to
reach consumers via cable television.
. Due to limited availability, all co-op space and time is on a first come, first served basis.
. Space / time reservations are your media insertion order form from your agency, or your
check made out in the full amount for the co-op program you are participating in.
. ONLY Florida Keys & Key West messages are allowed in any co-op ad.
. Television. One property, or property group, per thirty-second commercial. There must
be a minimum of 5 properties / groups on any media plan. Example: if the media plan
calls for 20 commercials, no one property may purchase all 20 commercials. There
must be five properties, each with 4 commercials per property.
. Magazine. There must be at least two participants for each page. Co-op will be offered
in various formats.
. Newspaper Generic. There must be a minimum, of 5 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. If the Agency feels that any co-op
participant has sent material detrimental to the destination, or the message does not
follow all county ordinances, it will be rejected and all moneys will be returned.
. There will be a two-tiered rate program in place for all co-op advertising.
Rates will be divided as follows:
Accommodation / Attractions
Other:
Contact Tinsley Advertising on rates for businesses not falling into the
Accommodations/Attractions category. t
Exact rates will be quoted on individual co-op opportunities to follow.
t Co-op Advertising Rate Policy:
I. The same rate shall be charged for accommodations and tourist attractions due to the advertising value inherent in
materials promoting the beautiful surroundings, lush accommodations, historic, eclectic, or other appeal of the properties.
II. Other entities may be charged a higher rate based on the fact that the overhead and direct costs are presumed to
differ significantly from those for accommodations and attractions and based on the lower degree of innate value to the
promotional material of an entity such as reservation services or other providers of goods and services which are not
marketing and presenting the images of the Keys which would be inherent in the accommodations and attractions
advertisements.
1-11
Monroe County Tourist Development Council 2000-2001 Marketing Plan
COLLATERAL AND FULFILLMENT
The Market Share Company handles all fulfillment requests by the TIS operations
through the Chambers of Commerce, TDC Office and Tinsley Advertising.
Call to Action #'s:
. U.S.A: 1-800-FLA-KEYS (For brochures, videos or rate guides).
This is a consumer line that is answered live at the Chambers during business hours;
voice mail after hours.
. South America: 001-305-296-1552 (For brochures, videos or rate guides).
001-305-296-0788 (Fax)
This is a South American travel trade line that is answered live at the TDC office during
business hours; voice mail after hours.
. U.K: 01564-794999 (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: 06196-25091 (For brochures, videos or rate guides). 06196-63444 (Fax)
This is a German traveltrade line that is answered by sales staff.
. Fishing Umbrella: 1-888-FISH-KEYS (For fishing video, tournament guide and savings
book). .
This is a consumer line that is answered at USA 800. If the caller would like the fishing
video, the operator will take down the caller's name, address, phone number and credit
card number. A video, tournament guide and savings book will arrive no later than two
days after the order is taken. If the consumer only wants the tournament guide and
savings book, the operator will take the caller' s name and address and the two
brochures will be mailed within two days.
. Key Largo:1-800-822-1088 (For accommodations guide, savings book and
information). This is a consumer line that is answered live a the Key Largo chamber
during business hours; voice mail after hours.
. Islamorada: 1-800-FAB-KEYS (For brochures, savings book and information).This is a
consumer line that is answered live at the Islamorada chamber during business hours;
live at USA 800 after hours.
. Marathon: 1-800-2-MARATHON (For passport, brochure, and information).This is a
consumer line that is answered live a the Marathon chamber during business hours;
voice mail after hours.
. -
. Lower Keys:1-800-USA-ESCAPE (For brochures and information). This is a consumer
line that is answered live at the Big Pine Key chamber during business hours; voice mail
after hours.
. Key West :1-800-LAST-KEY (For accommodations guide and information).
This is a consumer line that is answered live at the Key West chamber during business
hours; voice mail after hours.
1-12
Monroe County Tourist Development Council 2000-2001 Marketing Plan
. Video: 1-800-GO-TO-KEYS (Get your complete Florida Keys video and guidebook.
Just $9.95 plus postage and handling. Major credit cards accepted).
The operator at USA 800 will take down the caller's name, address, phone number and
credit card number. A video is sent via Express mail
. E-mail requests to chambers and TDC office are downloaded to fulfillment house.
Fulfillment Houses:
. The Market Share Company (MS) - Key West, FL
They control all district, generic trade, generic consumer and trade requests daily to MS.
They are also responsible for shipping all domestic trade show collateral for the Sales &
Marketing team.
. USA 800 . Kansas City, MO
'They control all consumer Video/Brochure requests, and fishing video & tournament
guide fulfillment.
European fulfillment houses
. BH&P Direct Mail Ltd. - United Kingdom.
They are the primary European and Asian fulfillment house. This mailhouse services all
Europe and Asia with exception of German speaking countries.
. Presse u. Touristikdienst Nentwich. Germany
They are the secondary European fulfillment house. This mailhouse services Germany,
Austria, and Switzerland.
Generic Collateral:
Destination/Generic Brochure: A complete guide on every district, diving, fishing,
events, attractions, meeting planners guide. A consumer receives this when dialing 1-
800-FLA-KEYS or when requesting information on more than two districts when calling
a particular chamber. Description: 4" x 9" four-color - Weight 2.5 oz. - First Class:
.77 if, -Bulk: .26if,
$9.95 fulfillment Video: A complete video on every district, diving, fishing, attractions.
Coincides with the VHS video Destination/Generic Brochure. Consumers or travel
agents receive this when dialing 1-800-GO-TO-KEYS, Description: 33 minutes -$9.95
plus postage and handling.
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 -
Weight 1.1 oz. - First Class: .55if, -Bulk: .26if,
Meeting Planners Guide: A guide featuring a beauty shot of participating properties,
along with a description and room/facilities chart. Includes ma'p and directional
information.. Description: 8.5" x 11" folded, four color.
1-13
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Airport Brochure: A brochure featuring the Marathon Airport and how easily accessible
the rest of the Keys are. For Trade Shows & Travel Agent give-a-ways. Description:
4" x 9" folded/four color · Weight: .2 oz. · First Class: .33i .Bulk: .26i
Florida Keys and 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 · Weight: 2.4 oz. · First Class: .78i · Bulk: .26i
Historic Brochure: Historic brochure covering all aspects of the Keys with over 51
specific historical venues. A consumer will receive this guide when calling 1-800-FLA-
KEYS. Description: 4" x 9", 16 pages, four-color · Weight: 1.4 oz. · First Class: .55i .
Bulk: .26i
District I Umbrella I Association Collateral:
Key West Accommodation Guide: A complete listing of accommodations, events,
attractions with map and history on Key West. .A consumer receives this when dialing
1-800-LAST-KEY or 1-800-FLA-KEYS. Produced by DAC 1. Description: 4" x 9", 16
panels, four-color. Weight: 1.7 oz. · First Class: .55i · Bulk: .26i
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 German and Italian. · A consumer receives this when dialing 1-800-LAST-
KEY or 1-800-FLA-KEYS. Produced by Key West Attractions Association.
Description: 4" x 9", 8 panels, four-color · Weight: .4 oz. · First Class: .33i · Bulk: .26i
Key West Innkeepers Directory: A membership listing of Key West's inns and
guesthouses. · A consumer receives this when dialing 1-888-KEY-INNS. Produced by
Key West Innkeepers Association. Description: 4" x 9", 20 pages, four-color · Weight:
1.4 oz. · First Class: .55i · Bulk: .26i
Key West Business Guild Brochure: Key West, "Where there's freedom, there is
expression". The Gay destination. A consumer receives this when dialing
1-877-724-5247. Description: 4" x 9", 16 pg., four-color · Weight: .9 oz. · First Class:
.33i · Bulk: .26i
Big Pine Key Brochure: Includes information on Big Pine Key & Lower Keys
accommodations, attractions, history, shipping, fishing, events, restaurants and
advertisements. · A consumer receives this when dialing 1-800-872-3722 or 1-800-FLA-
KEYS. Produced by Lower Keys Chamber. Description: 4" x 9",36 pages, four-color.
Weight: 2.1 oz. . First Class: .77i . Bulk: .26i
1-14
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Marathon Visitor's Guide: Includes information on Marathon's accommodations,
attractions, history, shopping, fishing, events, restaurants and advertisements. · A
consumer receives this when dialing 1-800-2-MARA THON or 1-800-FLA-KEYS.
Produced by Marathon Chamber. Description: 4" x 9", 96 pages, four-color · Weight:
2.5 oz. · First Class: .77~ · Bulk: .26~
Official Passport to Islands of Marathon: A unique piece that gives information on
Marathon's history, museums, diving, fishing, attractions, airport and events. Produced
by DAC 3. Description: 5.5" x 3.75", 12 pages, four-color · Weight: .6 oz. · First Class:
.33~ · Bulk: .26~
Islamorada Visitor's Guide: Includes information on Islamorada's accommodations,
attractions, history, shopping, fishing, events, restaurants and advertisements. A
consumer receives this when dialing 1-800-FAB-KEYS or 1-800-FLA-KEYS. Produced
by Islamorada Chamber. Description: 4" x 9" , 48 pages, four-color · Weight: 1.5 oz. ·
First Class: .55~ · Bulk: .26~ _
Key Largo Accommodations Brochure: A complete listing of accommodations, dive
operators, charter captains, events and attractions with map and history on Key Largo. .
A consumer receives this when dialing 1-800-822-1088 or 1-800-FLA-KEYS. Produced
by DAC 5. Description: 8" x 9" ,20 pages, four-color · Weight: 1.2 oz. · First Class:
.55~ . Bulk: .26~
Fishing Tournament Guide: Complete list of Tournaments with date, location and
director information. A consumer will receive both this guide and the Fishing Savings
Book when calling 1-888-FISH-KEYS. Description: 12" x 9", folded 3 panel, four-color
· Weight: .4oz. · First Class: .33~ · Bulk: .26~ (postage is for both fishing brochures).
Fishing Tournament Savings Book: Coupon/Savings on various shops,
accommodations, attractions and restaurants with information and map. A consumer
will receive both this guide and the Fishing Tournament Guide when calling 1-888-FISH-
KEYS. Description: 4" x 9", 22 pages, four-color cover, B&W inside · Weight: 1.5 oz. ·
First Class: .55~ · Bulk: .26~ (postage is for both fishing brochures).
Cultural Magazine: Magazine featuring a complete calendar of events. Includes
articles on famous people who have visited the Keys as well as the visual & performing
arts in the destination . A consumer will receive this guide when calling 1-800-FLA-
KEYS. Description: 8.5" x 11",16 pages, four-color. Weight: 2.0 oz. · First Class: .55~
· Bulk: .26~
1-15
FULFILLMENT PROCEDURES
DOWN
LOAD FROM:
r Ch~bers I~
, [ TDC ~ffice [- ·
[ Tinsley ,/
~
TO:
SHIP TO:
Market
Share
Key West, FL
-------I Consumers I
---I Trade
INTERNAnONAL
- Ceilett Travel Services. U.K.
~v. ~
[ Tinsley 1- ·
I TDC Office 1/
European
Mailhouses
BH&P.:!lM:.......
Presse & Towi:lUnuiacL
Nentwich - Genrumy
International
~ Trade
~ International
Consumers
CALL TO AC110N
1-800-GO- TO-KEYS
Consumer Video ~
Guide Book ~
._11-888-FISH-KEYS
Coupon Book/Guide -
..
USA
.800
KC., MO
-
-I consumers-j
\(onroe CoumvTouris[ De\'elopme!1[ Cllunc.l2000-2001 :Ylarkeli.l1g Pl
,.--
TH[ [LqRIDA K[YS & K[Y W[ST
ComE a~ you a'lE@
There are countless destinations able to boast of sun and surf:
all with hotels, restaurants and various amusements.
For all that, there are few, if any, destinations, that compare with
the unique charm of the Florida Keys and Key West.
-
Nowhere does the spirit of live and let live manifest itself so eloquently
as it does here, in virtually every level of society. And at every level
of accommodations and amenities.
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.
"COME AS YOU ARE"
,.--
Monroe County Tourist Development Council 2000-2001 Marketing Plan
GENERIC MEDIA PLACEMENT
. Consumer Magazines (Dedicated)
1/6 Page Travel Directory (4-color and B&W) ads will be utilized to target to the
upscale seasoned traveler.
. Consumer Magazines (FLA USA co-op)
Co-op participation in international newspapers, consumer magazines, and travel
trade publications.
German newspaper insert
United Kingdom newspaper insert
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide (Domestic & International)
Official Japanese Language Florida Vacation Guide
. Consumer Magazine (Destination Co-op)
Full and half page, 4 color ads with destination property participation
. Internet
Banner advertising on major search engines and sites:
AOL ,Yahoo, FLA-USA, Travelocity.com
Sponsorship of Site Keyword Search:
Yahoo, FLA-USA
Woodall's Web Link
Banner advertising on most magazine's web sites as added value.
. Television
National Network Cable :30 second spots on programs targeted to reach the
demographic profile:
CNN/Headline News, Arts & Entertainment, The Travel Channel, Home & Garden
Television, MSNBC ,CNBC, HGTV, Bravo, Fox News, and The Food Network.
. Radio
During Spring and Summer, :60 radio spots will be used in-state (Tampa/Orlando)
to drive traffic down to the keys.
. Newspaper
Ads placed in top feeder market newspaper travel sections, both in-state and out of
state. Allows for co-op opportunities for individual properties.
. Travel Trade
Ads to create awareness among travel planners both domestically and
internationally or to coincide with major travel shows.
. Meetings/Groups
Increase the potential for The Keys to become a location for small to mid-sized
meetings and group travel.
1-18
Monroe County Tourist Development Council 2000-2001 Marketing Plan
GENERIC PLAN: FULL PAGE, HALF PAGE, 1/6 PAGE
TRAVEL DIRECTORIES
The 1 page and half page ads have been designed to create awareness,
interest and business for properties. 1/6-page Travel Directory units will
promote traffic to the Florida Keys and Key West website (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
The following document notes circulation, reader profile, CPM and negotiated
discounts on partner publications for the Generic media plan.
1-19
Monroe County Tourist Development Council 2000-2001 Marketing Plan
GENERIC PLAN
Magazines Creative:
Coastal Living
. Circulation: 375,000
. 3-Page Advertorial CPM - $142.70
. 30% discount on rates
,Male: 22.0%
Female: 78.0%
Median Age: 51
MHHI: $127,985
Islands
. Circulation: 218,150
. 3-Page Advertorial CPM - $167.34
. 33% discount on rates
Male: 48.0%
Female: 52.0%
Median Age: 44.6
MHHI: $115,800
Conde Nast Traveler
. Circulation: 789,600
. Page 4 Color CPM- $67.42
. 1/6PG 4 Color CPM - $13.49
. 4% discount on rates
Male: 43.2%
Female: 56.8%
Median Age: 45.5
MHHI: $123,461
National Geographic Traveler - Eastern Edition
. Circulation: 715,231
. Page 4 Color CPM- $56.40
. 4" BW CPM - $7.70
. 4% discount on rates
Male: 55.7%
Female: 44,3%
Median Age: 47.8
MHHI: $97,932
Travel & Leisure
. Circulation: 1,013,327
. Page 4 Color CPM- $53.44
. 4" 4 Color CPM - $6.79
. 40% discount on rates
Male: 47.1%
Female: 52.9%
Median Age: 46.8
MHHI: $111,108
Travel Holiday - Eastern Edition
. Circulation: 600,000
. 4" 4 Color CPM - $17.24
Male: 49.0%
Female: 51.0%
Median Age: 50
MHHI: $96,700
. Circulation: 455,685
. 1/6 Page BW CPM - $15.15
Male: 10.0%
Female: 90.0%
Median Age: 28.4
MHHI: $43,062
Brides
Art News
. Circulation: 75,000
. 19 Page 4C Advertorial CPM: $2.59
Male: 38.0%
Female: 62.0%
MHHI: $ 183,700
Fortune
. Circulation: 810,000
. 1/8 Page 4C CPM - $2.59
Male: 64,0%
Female: 36.0%
Median Age: 40
MHHI: $161,200
Source: '98 Monroe Mendelsohn, Coastal Living Subscriber Survey '98
Florida Living Reader Survey 1997, Spring MR11998, Fall MRI1998
1-20
Monro
Generic
2000-2001 Spending by Category
Expenses
2.1%
Consumer
Magazines
7.1%
Domestic Trade
Magazines
2,4%
Media
M~~~ \~~\ I
International
1.6%
Resources
4.8%
Talent & Residuals
2.9%
Meetings
Magazines
2.0%
National Cable
38.5%
Internet
9.1%
Camping
0.4%
In State Cable
8.1%
$2,420,125
Generic Spendina Cost
Media $ 2,137,625
Media Materials $ 152,500
Expenses $ 50,000
Collateral $ 80,000
Total $ 2,420,125
1-21
Monroe County Tourist Development Council 2000-2001 Marketing Plan
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
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restorative powers of peace, quiet and warmth. In the Keys we
will be at home. In Marathon we are in the heart of the Keys."
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Family . Ecological Research Center of Keys · 7 -Mile Bridge · Nature Parks · Diving · Fishing · Airpor1 · Boating
Monroe County Tourist Development Council 2000-2001 Marketing Plan
DAC3
2000-2001 Media Spending by Category
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9.2%
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(In State)
24.5%
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3.6%
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(Out of State)
58.9%
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SPORT FISHING CAPITAL OF THE WORLD
"Is/amorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Colusa Indians, itinerant fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape."
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Fishing · Historical State Parks & Recreation Areas · Diving
Monroe County Tourist Development Council 2000-2001 Marketing Plan
DAC4
2000-2001 Media Spending by Category
Internet
7.1%
Resources
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28.4%
Magazines
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31.2%
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K[Y ARGO~
.d'tay down f'oI23~7. in C7;;~ yf'o7.ida *Y2
"There's something magical about Key Largo. The mere
mention of it conjures up romantic images of Bogey & Bacall,
and makes you want to come down and create
some memories of your own."
.-.-
Everglades · Diving · Museums · Fishing · Underwater State Park
Monroe County Tourist Development Council 2000-2001 Marketing Plan
DAC5
2000-2001 Media Spending by Category
Production
9.9%
Resources
1.3%
Newspaper
(In State)
12.3%
Local Cable
9.5%
Future Fund
5.0%
Magazines
10.3%
Newspaper
(Out of State)
35.1%
$423,077
1-44
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UMBRELLAS
· The umbrella campaigns will utilize network TV, full page, half page, and 1/6 Page Travel
Directory ads Consumer Magazines: Targeted specifically to culturallhistorical, diving and
fishing markets.
· Consumer Magazines: Targeted specifically to cultural/historical, diving, and fishing markets.
· Network TV: Saturday and Sunday National Fishing Shows.
2000-2001 Umbrella Spending
CulturaVHistolical
$135,000
29%
Diving
$200,000
42%
Fishing
$135,000
29%
1-48
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Measurability
a. Internet click throughs will be monitored and tracked with placement of advertising.
(Recommend BPA auditing)
b. All selective publications - monthly media response report.
c. Video sales.
d. Inquiries from trade publication advertising produces leads to the sales division
and directly to lodging industry. These will be tracked by the sales division.
e. VIS phone calls ( area of dominant influence) will be traced to media placement.
f. We will track the geographic and demographics of potential visitors to see if
advertising is hitting the market.
g. Conversion studies will be developed to measure the effectiveness of selected
media.
Different tracking opportunities will come up during the fiscal year not only on the Generic
level but also the DAC and Umbrella level. We will keep all opportunities open to take
advantage of these methods.
I-52
Monroe County Tourist Development Council 2000-2201 Marketing Plan
J. SALES
Introduction
The sales team is comprised of individuals who work primarily in the field, within identified existing
markets and potential growth markets. The sal~s 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, CVB's and
ground, air and sea travel specialists and on some occasions with potential consumers, 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 2000-
2001.
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 and further promote the Florida Keys and favorably influence
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 internationally and domestically.
J-1
Monroe County Tourist Development Council 2000-2201 Marketing Plan
8. To educate and update tour operators and airline reservation center personnel
current sales and promotion campaigns in the destination.
Goals
1. Increase delegate participation in trade shows and sales missions.
2. Increase sales activity in emerging secondary markets, i.e. Texas, California,
Ohio, Minnesota, France, Italy, Scandinavia, Netherlands.
3. Increase participation in co-op opportunities with Visit Florida.
4. Increase participation in brochure distribution co-op programs.
5. Increase tour operator activity in the destination, emphasizing emerging market
opportunities.
6. Increase length of stay within international market.
7. Increase efforts of our German market sales representative in regards to gay travel.
8. Establish and implement (3) "Destination Days" at receptive and tour operator offices and
at airline reservation centers.
9. Develop new sales mission to Scandinavia and Dutch emerging markets with assistance of
Visit Florida.
J-2
Monroe County Tourist Development Council 2000-2201 Marketing Plan
Staff Responsibilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
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 London and Cologne. Develops and implements
annual sales plan under budgetary guidelines. Liaises with the
advertising agency, public relations agency, research department,
fulfillment houses in Key West, London, and Frankfurt, Visit Florida,
Visit USA Committees, trade professionals and journalists.
Responsible for implementing sales plan activity for domestic travel targeting
feeder markets, US and Canada. Works with Domestic
tour operators, consumers and retail travel agents. Focuses primarily on
Northeast, Midwest, Central Atlantic, Southern Atlantic, and Florida.
Additional efforts in Texas, California and Ohio,
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. Handles DEMA in conjunction with dive umbrella.
International Market. Responsible for implementing sales plan activity in
Europe, Latin America and Japan. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in London and Cologne in the implementation of our international
sales plan.
(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.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at fishing expos as outlined by the fishing
umbrella.
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland, and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in London, Assists in sales
missions and initiates sales calls. Liaises with McCluskey &
Associates PR.
J-3
Monroe County Tourist Development Council 2000-2201 Marketing Plan
Cellet Travel
Services, Ltd.
.. .continued
Maintains Florida Keys dedicated phone line for Germany, Austria,
Switzerland. Participates in tradeshows, and provides support for
trade professionals and consumer interests. Coordinates fulfillment
orders with fulfillment house in Frankfurt. Assists in sales missions
and initiates sales calls. Uaises with McCluskey & Associates PR
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, familiarization trips and general assistance. Each manager
provides a report following each venue and organizes all leads generated as a result of the trip for
processing by the sales assistant and forwarding to the industry for followup.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of 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 Or. 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 2000-2201 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 breakfastllunch/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 many times appropriate and provides a casual atmosphere in which to
network, but with the .c1ear objective being product exposure. Missions are commonly organized
by Visit Florid'a 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 or airline reservation center 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 strictly visits to travel trade offices, possibly a breakfast, lunch or
dinner arrangement with the sales person picking up the bill. Sales calls can be executed by one
lone individual or as 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. Sales calls can be by appointment which is optimum, but sometimes are what we
simply refer to as "cold calls" when an appointment has not been secured. 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. It is possible, though, to range up to 15 or so calls a day if they are quick in and
outs and depending on the nature of the calls. Sales calls are the most effective method of
establishing 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.
J-5
Monroe County Tourist Development Council 2000-2201 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.
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' TIS 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 many times 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 Pow Wow
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 in a mailing with the post trip report or via fax depending on
the urgency of the request. Timely processing and distribution of leads is a critical component.
Distribution and follow-up requires year round attention and man hours. 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.
J-6
Monroe County Tourist Development Council 2000-2201 Marketing Plan
INTERNATIONAL MARKET
OVERVIEW
In select international markets, the profile of the traveler is one who is service oriented and
prefers to have a trade professional handle "the small details" of planning a long-haul trip. The
individual is becoming more savvy as a result of Internet technology, and is looking for their travel
professional to have absolute expertise in their destination of choice. The tour operator remains a
vital link between a destination and consumer, although the type of vacation planned has
changed. We are experiencing a growth in the fly/drive segment of international travel, and a
reduction in the all-inclusive packages of just five years ago.
There is a wave of mergers and acquisitions occurring in the travel trade industry across Europe,
and the end result has been favorable for the consumer. With the increase of inventory and
buying power, the large conglomerate operators can now afford to pass the savings on to the
consumer, therefore making their services more attractive. These large operators now own retail
agencies, charter airlines and lodging facilities.
Below you will find profiles for select target markets in the international segment.
Profiles
I. EUROPE
AUSTRIA
International Traveler Profile:
. U.S. is top long haul destination, and visitation is increasing at an average annual rate of 5%.
. Average age is 20-50 years old, and 50% of visitors belong to upper middle class.
. No language barrier
. Average length of stay 19 nights, most favored months are June-September
. 90% of arrivals in US used pre paid packages
. Stays in hotel, private houses, or condominiums
. Prefers national parks, sightseeing, relaxation and shopping
. Travels by rental car, airplane
. Fly-drive packages very popular
. Average expenditure is USD $3350 per person, per trip for accommodation, food, excluding
air and shopping (dependent on which state they visit)
Travel Preferences & Trends:
. Travel to U.S. will increase, as long as the dollar doesn't gain more strength
. Top three states visited in 1998 were Florida, California, New York
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
Economic Considerations and Political Trends
. Currency Exchange rate might negatively affect travel
. Decreased air tariffs and tour operators buying power to keep prices competitive might
stimulate travel
BELGIUM AND LUXEMBOURG
International Traveler Profile:
. Age 35-55 years old
. Visits for 14-17 days
. Stays in hotels, motels, and resorts with relatively low demand for condos, except for families
in Florida
. Prefers national parks (nature), beaches, big cities (museums), attraction parks, and shopping
. 35% of first time visitors opt for a fully escorted tour, repeat tourists select mainly Fly-
Drive tours (approximately 66% of leisure tourist market).
. Independent and fly/drive travelers account for 85%
. Average expenditure per person, per day:
Accommodation
Food
Attractions
Shopping
Local Transport
31%
19%
12%
23%
15%
Travel Preferences & Trends:
. California, New York, and Florida are top destination draws with greatest potential of increase
coming from "Western America" (Texas, Nevada, Utah, etc). Sabena air starts nonstop
service between Brussels and Dallas this summer.
. Main attraction to Florida is sun, beaches and attractions
. More families coming to Florida, with Orlando being biggest draw, and self drive tours
scheduled at either end of visit
Economic Considerations and Political Trends:
. The high exchange rate to the Belgian franc; is about 25% higher than 1 year ago. More and
more Belgians are looking for value for price paid, and will look at budgeting their retail
expenditures before sacrificing their accommodation choices.
. Belgians are comfortable with traveling long distances. On vacation, Belgians travel with
enough money to enjoy holidays comfortably. The travel budget is higher than that of many
other European citizens. For Belgians, it has become cheaper to go on vacation to the U.S.
than many other destinations, including Europe.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
FRANCE
International Traveler Profile:
. US remains top choice among long haul destinations
. 70% chose fly and drive options last year
. 90% of visitors are adults, but families with one or two children have increased
. 45% of visitors come from Paris and its surrounding regions
. Average age is 25-45 years old
. Average length of stay is 15 days in Florida market
. Prefers to stay in hotels, bed and breakfasts
. Prefers visiting historic sites, national parks, museums, shopping
. Travels by air and driving
. Average expenditure USD $103 per day
. Top three visited states: New York, Florida, California and the National Parks
. The French customer is generally a repeat visitor
Travel Preferences & Trends:
. France is a consumer driven market
. A promising opportunity for promoting US. tourism to French travelers is to accentuate
American differences while recognizing that French behavior is deeply rooted in French history
. A recent survey published by the National Association of French Travel Agents shows that
74.2% of the French visiting the US will visit historic sites and national parks. The French also
look for personal interaction, making bed and breakfasts popular
. Today's generation of travelers is comfortable traveling in English-speaking areas
. Increased competition in the airline industry, ticket-less travel, Internet tickets, and airlines
selling directly to the public have contributed to change the tour operating and travel agency
business
. The Visit USA Committee/France is very active in the market, targeting the travel trade..
. 63% of French say they will take a vacation, with the seaside remaining the favorite
destination
Economic Considerations and Political Trends:
. Market indicators project continued growth in the French market. The US is expected to
continue its designation as first choice in long haul travel.
. An increase in low transportation fares will encourage the French to travel abroad
. Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
. The stability of the exchange rate allows French travelers to budget and plan accordingly
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
GERMANY
International Traveler Profile:
. Total of 1.985 million German visitors to the USA in 1999
. Top three visited states were New York, California, Florida
. Average length of stay is 16.7 days
. German per diem expenses increased 22% in 1999 from $78 to $95 per day
. Tour operators breakdown in Florida show 40% business in winter, 60% summer
. Increased interest in vacation apartments, condominiums, especially for families
. Reasons for traveling: warm weather/sunshine; shopping; national parks;
experiencing the "American Way of Life"
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; scuba diving
. Suggestions for Suppliers: offer' seven nights/pay for six or value-added components
such as breakfast or included activities to improve room rate; do not offer tour
operators more than 3-4 rate seasons, and try to limit black out times.
Economic Considerations and Political Trends:
. As of late spring 2000, the Euro currency is considerably undervalued with regard to the USD.
Currency floctuations alone account for price increases to the consumer of over 20%.
. The GNP is growing steadily in Germany; the European Union, which Germany as its leading
economic engine, is more stable than the current currency exchange looks.
. There are still major economic discrepancies between the Western and Eastern parts of
Germany, with unemployment still considerably high in the East; travel to the US is
prohibitively expensive for Germans in the East.
ITALY
International Traveler Profile:
. Top three visited states are New York, California and Florida
. Average age ranges from 36-43 years old
. Average length of stay is 8 nights for Florida market
. 81 % of visitors prefer hotels, motels
. Prefers shopping, dining out, watersports and theme parks
. Travels by rental car, escorted tours, airlines
. 70% prefer independent trips
. Average expenditure of USD $2281 per travel party, per trip
. Peak season for Italian travel: Summer, July-August and Winter December (leisure travel)
Travel Preferences & Trends:
. Culinary experiences, relaxation, shopping, and adventure travel (fishing, scuba diving,) are
the preferred activities
. Arizona and the National Parks in the West could challenge the top three visited states
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
. In 1998, Italy was the sixth largest overseas market for the US tourism industry, and are
among the largest spenders
.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
Economic Considerations:
. Consolidation rn the local travel industry, coupled with larger tour operators with substantial
buying power will make travel to the US more affordable and positively impact travel
. Reduced taxation on travel certificate might increase travel
. The value of the Lira has not affected Italians travel plans to the US for the past 2 years. This
trend is expected to continue
. Milan's Malpensa airport offers daily flights to the US, including Orlando and Miami. The
increasing number of flights available to the U.S. has resulted in fare reductions and can
stimulate more travel.
THE NETHERLANDS
International Traveler Profile:
. 19-39 years - main group
. Stays for 16 nights
. Stays in hotels, with friends/relatives
. Prefers shopping, dining, sightseeing, museums, the sun
. Travels by car, plane
. Has a tendency towards independent trips
. Average expenditure of USD $1900 total
. 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.
Expected growth of Dutch visitors is 5% annually
. Long-haul destinations are popular
. Dutch climate is rather cold compared to Florida and California
. Top three states visited in 1997 were Florida, New York and California
. No changes are anticipated in the top visited states
. Outbound travel increasing
Economic Considerations and Political Trends:
. Positive economic developments ~ay stimulate travel
. Strong currency will positively influence travel
. The U.S. is expected to remain top long ha-ul destination due to high levels of exposure and
repeat visits.
. Price/value, attractions and ease of travel attributes will positively impact growth
NORWAY
International Traveler Profile:
Average age is 35 years old
Most are family oriented, with 1 or 2 children accompanying adults
Average length of stay is 14 nights
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
Prefer hotels, inns and bed and breakfasts
.Travels by airplane, car
Travel Preferences and Trends:
The U.S. continues to be the preferred long-haul destination
Norwegians prefer "sun and coastal" destinations
Interested in fly-drive vacations
Projected market growth continues at 5% annually for next few years
Most travel occurs during the summer months (mid-June-September)
Economic Considerations and Political Trends:
Value vs. price paid i~ very important to Norwegian traveler
Likes to incorporate several destinations within their average 14 night stay
Interested in "action and adventure" travel (scuba, snorkeling, etc).
Major connecting hubs from Norway to the U.S. are London, Frankfurt and Paris.
Lack of direct service may negatively impact travel
SWEDEN
International Traveler Profile:
. Top three visits states in 1997: California, New York and Florida
. Average Length of stay is 14 days
. U.S. is second favored long-haul destination to Thailand
. Prefer warmth and sunny destinations
. Prefer 3 star hotels, motels
Travel Preferences and Trends:
. Eco tourism and adventure trips on the rise
. Package trip sales to the U.S. increased in 1998 by a record 25%
. 40% of travelers to U.S. were on business; 51 % vacation
. Prefer fly/drive packages with "add on" oPRortunities
Economic Considerations and Political Trends:
. Improved Swedish economy could stimulate travel to U.S.
. Market share is growing due to the sustained interest in the U.S.
. Greatest growth potential is in holiday package tours
. Tour operator market is highly competitive; service and value is key
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
SWITZERLAND
International Traveler Profile:
· By age group
40% 30-50 years old
30% 50-70 years old
20% 20-30 years old
10% other
. Average trip - 14 nights
· 82% Stay in hotels
· Prefer dining in restaurants, shopping, and watersports
. Travel by air, rental cars
· Average expenditure $4136 per travel party, per trip
· 95% visitors are adults only, 1.5 persons avg travel party size
. Prefer:
60% package trips (individual travel)
20% independent
20% oth"er
Travel Preferences & Trends:
· Top three visited states 1997-99: California, New York, Florida
· The key gateways will continue to play an important role, however there IS a clear and
noticeable trend that Swiss tourism is spreading out all over the US
· US is good value for money
· US offers widespread choice of activities (nature, beaches, cultural events - all in the same
country), shopping
· Cultural events are of growing interest
Economic Considerations and Political Trends:
· US continues to offer "good value for money" low air fares
· Swiss are service minded, and training on travel trade on product is key
· Swiss will continue to rely on travel agents and are willing to pay for these svcs
· The local travel trade continue to control 90% of long-haul travel
· The purchasing power of the Swiss franc may positively impact travel
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
UNITED KINGDOM
International Traveler Profile:
· Top three visited states were Florida, New York, California
· Florida profile is one of young families on package holidays
· Stays for 15.7 nights
· Stays in hotels 83%, Private homes 31%, and other 6%.
· Prefers shopping, dining, theme parks, sightseeing, national parks
· Travels by rental car, bus, plane, train
· Average daily expenditure $85
Travel Preferences & Trends:
· Clean, healthy environment, natural beauty
. Value for money in US
· High quality products and services in US
· Common language in US
· Increased services from the United Kingdom to USA via New York, Phoenix, Dallas/Fort Worth
and Boston.
Economic Considerations and Political Trends:
· Continuation of strong pound to dollar exchange makes U.S. travel favorable
· UK market is expected to grow 27% over the next 4 years
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
JAPAN
International Traveler Profile:
.. The top three visited states in 1998 were Hawaii, California, New York
· The states with the greatest potential for an increase in arrivals is Nevada, California, Florida
· Hawaii will remain at top place
· Female 20-29 years old
· male 40-49-years old
· Visits mainland for 8-14 days
· Stays in hotels and condominiums
· Prefers shopping, natural and scenic attractions, theme parks, theater, concerts, golf,
gambling, wedding, skiing, scuba diving.
· Travels by airplane and chartered bus. 36.5% package trip - 63.5% independent trip
· Average expenditures: Tour participation costs $1,534
Local travel charges $ 376
Shopping $ 946
Others $ 128
Travel Preferences and Trends:
· Choose USA for excellent beach resorts
· Theme parks
· Variety of natural attractions
· Recovering economy
· Influenced by brochures, friends & families, TV and novels, newspapers and magazines
· Peaks in travel to FL are Sept/October and Feb/March
· Orlando and Miami top draws due to airport accessibility
Economic Considerations and Political Trends:
· Strengthening yen, increase in consumer confidence
· Re-building economy looking for value or packaged tours
· Excluding states with non-stop service, Florida ranks as #1 preferred destination
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
II. NORTH AMERICA
CANADA
international Traveler Profile:
· The typical Canadian visitor to the US is male, age 43, female age 42
· Prefers shopping (77%), sightseeing (56%), and renting cars (43%)
· Average daily expenditure is $36 with visits averaging just over one week
· Selling points: Treat Canadians as distinct from Americans
Provide a perception of high value
Provide a discount incentive to the Canadian dollar
Travel Preferences & Trends:
· Florida, California, and Arizona rank as top non-border state destinations
· 66% prefer to fly, 30% drive to their destination of choice
· Of Canadian visitors, 53% come from Ontario, 20% from the West and 26% from Quebec and
the Maritimes
· Like destinations that are accessible and economical-high perceived value
· Like highly rated service standards of US
· A great varrety of activities and attractions
· Sunshine and warmth in winter
Economic Considerations:
· 72% of visitors come for pleasure, however 18% come for business or for a convention
· The average length of stay for business travelers is 4-6 nights
· The Canadian dollar exchange rate currently stands at the level of C$0.70 to the US dollar
· Real purchasing power for Canadians in the US is similar to prior year levels, though the
US/Canadian dollar exchange rate may act as an inhibitor
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
III. SOUTH AMERICA
ARGENTINA
international Traveler Profile:
· 82% of visitors to Florida were adult only
· Top 3 states visited are Florida, NY and California
· Often combine business trips with personal vacations
· Average length of stay in Florida is 9 nights
· Total expenditures per travel party per trip average $2435
· 87% prefer hotels, motels
· Average household income of visitor is $73,200 per year
Travel Preferences and Trends:
· Enjoy shopping, dining out, theme parks, water sports
· Many wealthy Argentines travel 2 or 3 times per year to the US
· Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations (e,g.
Orlando to New York)
· Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles, and
San Francisco combined
Economic Considerations:
· Strong national economy not effected by neighboring countries devaluation of their dollar
· Effective July 9, 1996, Argentines traveling to the US no longer need a VISA
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
FY 2000-2001 SALES ACTIVITY CALENDAR
OCTOBER 2000
October 6-8
International Gay and Lesbian Travel Expo
Montreal
Reg istration:
$1200.00
Steve Smith
Industry may participate in destination booth at $125.00 per participant, limited to six delegates.
This show will target 50,000 visitors during the annual "Black and Blue" event. The Florida Keys
and Key West has not targeted the Gay Canadian Travel Market who represent frequent, high
end travelers that utilize main stream hotels and resorts in gay friendly destinations.
October 10-12
Incentive Travel and Motivation Exhibition (ITME) SOLD OUT
Chicago
Registration: $4275.00 Susanne Tortu
The 28th annual Motivation Show always presents a great value for our marketing efforts. Almost
20,000 marketing and management executives attend this event and of these, 75% attend no
other similar show. 23% are CEO's, 43% give final bid approval, and 44% have annual budgets
over $100,000.
Visit Florida coordinates a "Florida Section" of which we have registered for triple booth space.
Co-op participation is allowed at $750 per registrant. Full participation within the destination
booth has been reached. Limited to 8 delegates. In addition, Visit Florida will require an
individual "Florida Section Fee" from secondary partners of $100 per delegate.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
October 13
Sales Presentations with Vacations by Globetrotters
Chicago
Reg istration:
$725,00
Susanne Tortu
Vacations by Globetrotters is a major domestic Tour Operator which features several Florida Keys
properties in their portfolio. Their offices employ over 100 sales agents whom require considerate
detail about our destination in order to effectively sell to domestic travel agents. We would
provide a full day of sales training to these agents in 30 minute training sessions on-site. In
addition, Globetrotters would work with the TDC to provide a luncheon presentation to their top
regional travel agencies.
These scheduled educational presentations allow for a "captive" audience and gives an optimal
opportunity to spotlight new endeavors within the destination.
October 16 (Date TBD)
American Airlines Vacations Reservations Agent Training wI FLAUSA
Tulsa, OK
Registration:
$400,00
Jutta Farrer
FLAUSA is coordinating a "Florida Destination Day" at the American Airlines Vacations
reservations center in Tulsa, OK. As a participant in this event, we will have an opportunity to
promote and train 150-200 agents on selling our destination. FLAUSA staff fielded innumerable
inquiries regarding the Florida Keys and Key West at last year's event. The TDC will conduct
sales calls in the surrounding area' either before or after event, depending on scheduling. No co-
op participation available, however please contact Beth Rice, Visit Florida, (214) 750-6166 for
further information regarding participation or brochure distribution opportunities.
October 18
Meeting Professionals International Minneapolis Marketplace
Minneapolis, MN
Reg istration:
$1500.00
Susanne Tortu
The Florida Keys and Key West has been invited to showcase our destination and product at the
October membership meeting of the MPI Minneapolis/St. Paul membership chapter. We will
distribute collateral, promotional material and give presentations to the delegation in attendance
regarding travel services and product available in the Keys. A brochure distribution is
available to the industry at $125 per participant, details to follow.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
October 23-26
National Trade Shows, Inc.
Philadelphia; Central N.J.; Binghampton, N.Y.; ScrantonlWilkes-Barre, PA
Reg istration:
$2,700.00
Jutta Farrer
One company per booth; no shared space permitted.
Tabletop exhibit format limited to 100-125 travel agents in each city allowing for one on one
contact between suppliers and agents. NTS provides a well organized and professional show,
with purposeful pre-show marketing to insure forecasted attendance.
October 24
Gay and lesbian World Travel Expos
San Francisco
Registration:
$450.00
Steve Smith
Industry may participate in brochure distribution at $50.00 per venue. Limited to the first 10
confirmed partrcipants.
Gay travel workshop/table top exhibit for trade only followed by a 6 hour consumer tabletop show.
The venue allows for networking between suppliers, travel professionals and consumers.
October 26
Cleveland Plain Dealer Show
Cleveland, OH
Reg istration:
$200
Jutta Farrer
TDC will represent destination via brochure distribution only through FlAUSA.
Ohio's largest newspaper is hosting this travel s~how twice a year and it attracts 400-500 travel
agents and travel professionals from the area. Event includes brochure distribution at the show
as well as during sales calls coordinated by Visit Florida either prior to or after show event.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
NOVEMBER 2000
November 5-8
Florida Encounter SOLD OUT
Miami, FL
Registration:
$3500 for 2 delegates
Stacey Mitchell/Susanne Tortu
Visit Florida will produce the 21st annual Florida Encounter show to showcase statewide meeting
and convention suppliers to approximately 175 out of state planners. There is a close 1: 1 ratio of
planners to suppliers, in addition to media being present at this appointment show. We have
committed to the participation to 2 delegates due to the quality of planners and heavy
appointment requests in the past.
Co-oping not permitted per Visit Florida. Industry participants must contact Visit Florida directly.
Visit Florida will work with the TDC to arrange a "Keys" section once registration has been
completed. Contact Courtney Powell at Visit Florida, (850) 488-5607, ext. 318. Partner fees
$1800.00 (single booth); non-partner fees $3600.00 (single). Shared booths permitted at
$3875,00 for Partner/Non-Partner shared. Limited to 2 delegates per booth.
November 13-16
World Travel Market
London, England
Budget: $23,000 Stacey Mitchell/Steve Smith
Keys industry open to co-op participation. Fees: $1200 per delegate in Keys destination booth.
World Travel Market is the UK's largest annual travel trade show held in Earls Court Exhibition
Centre. FLAUSA 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 has become 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 markets.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
DECEMBER 2000
December 5-8
Luxury Travel Expo
Las Vegas, NV
Reg istration:
$1700.00
Jutta Farrer
Co-op participation available at $350 per participant. In its inaugural year of 1999, the Luxury
Travel Expo attracted over 2,000 travel professionals. This year's event is targeting an audience
from both the domestic and international marketplace who specialize in luxury or upscale
destinations and/or product. Supplier space has been limited in order to insure a high
planner/supplier ratio. Planners of luxury travel product can also obtain accreditation during the
educational seminars provided, therefore attracting agents dedicated to learning about new
product and/or services.
December 15
Holiday Showcase (Association Forum of Chicagoland) with Visit Florida
Chicago, IL
Reg istration:
$830.00
Susanne Tortu
A sell-out show year after year, Holiday Showcase has become the premier Meetings Show in
December. Well over 650 suppliers attend this show, attracting Chicagoland's Association and
Corporate Executives, Meeting Planners and Incentive Houses, and Corporate Travel Managers.
Individual sales calls to meeting planners can be arranged prior to show date.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
JANUARY 2001
January 8-14
Vakantiebeurs
Utrecht, The Netherlands
Registration:
$3500
Stacey Mitchell
Industry participation available at $850 per delegate. The largest travel and tourism event in The
Netherlands, over 180,000 consumers and travel trade attended in January 2000. First day is
limited to travel trade and media only with an appt based format.
The Dutch guilder continues to be strong, and the economic outlook in The Netherlands favors
long haul travel. The Dutch prefer warmth and sunny destinations, and take their holidays in the
summer months. It is important that our destination be represented in such a lucrative and
untapped market.
January 11-14
Reiseliv
Oslo, Norway
Reg istration:
$1500
Jutta Farrer
Reiseliv is Scandinavia's premier Travel and Tourism show. This is the most important forum and
market place for the Norwegian and international travel industry in Scandinavia. The show is
open to both travel trade and consumers. Last year's attendance topped 40,000 visitors, and
information onThe Florida Keys and Key West was the mostrequested destination in the state of
Florida.
January 12-21
Cincinnati Travel, Sports and Boat Show with Visit Florida
Cincinnati, OH
Registration: $750 Jutta Farrer
This is a 10 day consumer show that attracts nearly 75,000 consumers from Ohio and Kentucky.
Participation in last year's event showed very strong interest of consumers to visit our destination,
The TDC will also coordinate sales calls in the surrounding area either prior to or after the show.
Industry partners interested in participation options may contact Sharon McDonald at (850) 488-
5607 ext. 323 for information.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
January 17-19
Florida Huddle
Orlando, FL
Budget:
$2050
Stacey Mitchell
Co-op tentative. Keys exhibitors should contact International Productions (407)856-4747 directly.
TDC can request a Florida Keys section and coordinate carpet, floral, decor, etc. Please inform
us if you register.
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.
January 22-27
Diving Equipment & Manufacturers Association (DEMA) Show
New Orleans, LA
Registration: Covered by Dive Umbrella Susanne Tortu
The Diving Equipment and Marketing Association is a global group of companies and
organizations whose mission is to promote and provide sustainable growth in safe recreational
diving while protecting the underwater environment. This show's focus is aimed at specifically the
entire dive industry that includes retailers, manufacturers, travel trade, media, and tourist-related
industries.
Limited co-op participation available under destination signage. Dive industry may contract
individually for own booth space. Contact Tina Foggy, Director of Exhibit Sales with DEMA at
(858) 616-6408, ext. 102. If industry has contracted for their own booths, we would like to
establish a Florida Keys section. Please contact Susanne Tortu, 296-1552.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
FEBRUARY 2001
February 3-11
Eastern Sports, Boating, Camping Travel and Outdoor Show
Harrisburg, PA
Fees:
$500
Jutta Farrer
TDC will represent destination via brochure distribution only.
With an increased interest in "Action and Adventure" travel, the TDC will participate in a brochure
distribution at this show which attracts nearly 40,000 consumers. Industry partners interested in
participation opportunities may contact Sharon McDonald with Visit Florida, (850) 488-5607,
ext.323.
February 5-8
NY/NJ Area Meeting and Incentive Market Sales Calls
NY/NJ Metro Areas
Budget:
$500
Susanne Tortu
Co-op opportunities with industry available at $300 participation fee. Fee includes inter-city
transportation, and food and beverage at each venue. Fee does not include travel, hotel or
personal F&B expenses. Meeting Planners and Incentive houses will be visited by TDC staff, with
each participant required to supply a list of 10 meeting planners whom they would like to see.
Industry participation will dictate format of these sales calls.
February 7
FLORIDA LIVE! with Visit Florida
New York City
Reg istration:
$900
Susanne Tortu
Co-op opportunities not available. Must be a partner with VISIT FLORIDA to participate. Contact
the Visit Florida office in Tallahassee (850) 488-5607 for further information.
This is an interactive, evening tradeshow including, but not limited to, tabletop displays. live,
themed presentations showcasing various Florida tourism products are encouraged. 300-500
travel agents are transported from around the tri-state area to a premier venue, making FLORIDA
LIVE! one of the most successful consumer shows of the year. .
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
February 9-11
Vacation, Leisure and Outdoor Show
Houston, TX
Reg istration:
$595
Jutta Farrer
This consumer show draws over 40,000 people over a two day and a half day period. With
Houston being the fourth largest city in the US, coupled with high family average incomes
guarantees an upscale consumer attendance. Houston also has two of the largest airport
facilities in the country providing non-stop service to major Florida cities, Prior sales events are
showing a strong consumer interest in our destination and industry participation is recommended
in this market segment.
Industry partners may contact Sharon McDonald at Visit Florida (850) 488-5607 for information
regarding participation opportunities;
February 14-18
BIT
Milan, Italy
Budget: $2800 Stacey Mitchell
Co-op participation available at $800 per delegate. Over 40,000 travel trade and consumers
attended BIT in 2000, making this Italy's largest trade show. Italy has proven to be a key market
for the Florida Keys, and this show is one of the few opportunities available to showcase our
destination to this market segment.
February, 2001
Ft. Lauderdale Pridefest Market
Ft. Lauderdale, FL
Registration: $275 Steve Smith
Brochure distribution is encouraged at $30. Delegates may join the booth for a badge fee of $25.
This is an annual event that offers a great opportunity to meet with thousands of consumers who
travel to our destination during the off season. The Florida Keys and Key West have traditionally
been the only destination represented at this event. The 2000 Pridefest indicated an increase in
competition for Gay tourism dollars with Puerto Rico and British Tourism Authority exhibiting.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
February TBD
Receptive Services Association
New York
Registration: $400 Stacey Mitchell
No co-op opportunities available, RSA is a computerized appointment show held in NY. This is
the largest gathering of Receptive Operators all under one roof. The second day of the
conference is dedicated to educational seminars for associate members. All the seminars are
conducted by the attending Receptive Operators providing knowledge on selling strategies, trends
and market outlooks, It also provides for interaction between buyers and suppliers.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
MARCH 2001
March 1
VISIT USA Brussels
Brussels, Belgium
Reg istration:
$600
Stacey Mitchell
This is one of the largest travel tradeshows offered in Brussels, where all of the top tour operators
and travel agents gather for a full day of workshops and tabletop presentations from various
destinations. Belgium accounts for over 230,190 arrivals in the U.S. in 1999 alone.
March 3-7
Internationale Tourismus Borse (ITB)
Berlin, Germany
Registration:
$8900
Stacey Mitchell, Steve Smith
Co-op opportunities available at $950 per delegate. The Florida Keys and Key West will exhibit
within the FLA USA section. We will continue to contract for a consumer and trade booth.
This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must
Attend" tradeshow for anyone who is committed to the International Marketplace. Last years
figures were 150,201 attendees, including significant press coverage.
March 3-4
LA Times Travel Show
Long Beach, CA
Registration: $1300 Jutta Farrer
Brochure distribution available at $175. This two-day combined travel trade/consumer show is
relocating from the original Los Angeles location to Long Beach to attract more consumer and
travel agents in the Orange County general area. The show producer will promote this show with
an intense multimedia advertising campaign and is forecasting an attendance of 11,000.
Last years event generated almost 100 leads during the two hour Travel Agent event which will
be extended to three hours for the 2001 show. Consumer requests warrant at least two staff
persons attend.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
March 5-6
Los Angeles Area Sales Calls and Presentations
Greater Los Angeles Area
Budget:
$500
Jutta Farrer
Sales calls will be conducted in the greater Los Angeles area to receptive operators, wholesalers
and corporate travel agencies. Open to industry participation.
March 5-8
Atlanta Area Meeting and Incentive Sales Calls
Atlanta, GA
Registration:
$500.00
Susanne Tortu
Co-op opportunities available at $300 per delegate. Fee includes inter-city transportation, food
and beverage at each appointment. This fee does not include travel, hotel or personal food and
beverage expenses. Meeting Planners and Incentive Houses will be visited by a Keys delegation.
Appointments will be coordinated by the TDC staff, with each participant required to supply a list
of 10 meeting planners whom they would like to see. Industry participation will dictate the format
of these sales calls.
March 6
Atlanta Mini Trade Show with Visit Florida
Atlanta, GA
Reg istration:
$650.00
Susanne Tortu
Co-op opportunities not available.
VISIT FLORIDA will produce this tabletop tradeshow targeting qualified corporate, association
and incentive meeting planners in the metro Atlanta area. The event is limited to 25 partners with
approximately 100 meeting planners in attendance. Atlanta continues to be a key feeder market
for us. The show is limited to partners of VISIT FLORIDA only.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
March 10-14
Travel South Showcase
New Orleans, LA
Reg istration:
$1200.00
Jutta Farrer
Co-op opportunities not available. Please contact Sharon McDonald, Visit Florida, at (850) 488-
5607 ext. 323 for participation opportunities.
This computerized appointment show is attended by mostly domestic tour operators, bus
companies, travel agents and meeting planners.
March 17-18
8th National Gay and Lesbian Consumer Show
New York City
Registration: $4500.00 Steve Smith
Co-op participation available at $175 per participant, limited to 12 delegates.
This show typically draws over 14,000 consumers and travel professionals. Major corporate
sponsors include American Airlines, US Postal Service, IBM, Continental Airlines and United
Airlines. There has been an increase in destinations exhibiting at this show, all targeting Gay
tourism dollars.
March TBD
Funjet Vacations Product Launch
Ft. Worth, Dallas, San Antonio, Austin and Houston, TX
Registration: $375.00 Jutta Farrer
The TDC will be represented via brochure distribution only. Funjet Vacations is one of Texas'
leading tour operators, and hosts this annual series of trade shows for travel agent participation.
The Florida Keys and Key West brochures will be distributed to approximately 1500 travel agents,
The brochure distribution will insure our presence in this market segment. Interested industry
partners please contact Beth Rice, Visit Florida, (214) 750-6166 for further information.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
March TBD
Gay and Lesbian World Travel EXPO
New York City
Reg istration:
$450.00
Steve Smith
Brochure distribution available at $50.00,
Gay travel workshop/table top exhibit for trade only followed by a 6 hour consumer tabletop show.
The Florida Keys and Key West has participated in these venues for the past five years and
provide a means to network with travel professionals and consumers.
March TBD
European Sales Mission with FLAUSA
Stockholm, Oslo, Amsterdam
Registration: $3500.00 Stacey Mitchell
Co-op opportunities not available, interested parties should call Han Truong, Visit Florida, (850)
488-5607 ext. 339 for further participation information.
Visit Florida will be coordinating a sales mission to the travel trade in these three emerging
markets. Scandinavia has shown significant interest in the Florida Keys over the past two years,
and destination education is necessary "to facilitate this interest. FLAUSA will be dictating the
mission format in the very near future.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
APRIL 2001
April TBD
Destino USA
Argentina
Registration:
$2,000
Stacey Mitchell
No co op opportunities available; Keys exhibitors may register direct with Conex Promotions (305)
661-7650. Registration monies vary on which show you wish to attend.
This is one segment in a series of trade shows focusing on Latin American travelers for US in-
bound travel. Argentina is the most upscale South American market and is currently our top
producer in the Latin arena.
April TBD
FLORIDA LIVE! with VISIT FLORIDA
Chicago, IL
Registration: $800 Susanne Tortu
Co-op opportunities not available. Must be a partner with Visit Florida. Interested industry
partners may contact Tom Nibbio with Visit Florida at (312) 335-0053.
This is an interactive, evening tradeshow including, but not limited to, tabletop displays. Live,
themed presentations showcasing various Florida tourism products are encouraged. This will be
the 2nd annual Chicago show, following an extremely successful show last year. Between 300-
500 travel agents are transported from around the Chicagoland region to a premier venue.
April TBD
Chicago Mini Trade Show with VISIT FLORIDA
Chicago, IL
Reg istration:
$650.00
Susanne Tortu
Co-op opportunities are not available
VISIT FLORIDA will produce this tabletop tradeshow targeting qualified corporate, association
and incentive meeting planners in the Chicagoland area. The event is limited to 25 partners with
approximately 100 meeting planners in attendance, The show is limited to partners of VISIT
FLORIDA only.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
April 2-5
Boston Area Meeting and Incentive Sales Calls
Boston Metro Area
Reg istration:
$500
Susanne Tortu
Co-op participation with the industry available at $300.00 per participant. Fee includes inter-city
transportation, food and beverage at each appointment. This fee does not include travel, hotel
and personal Food and Beverage expenses. Meeting planners and incentive houses will be
visited by the TDC staff, with each participant required to supply a list of 10 qualified meeting
planners with whom they would like to see. Industry participation will dictate format of sales calls.
April 4
NEMICE 2001 (New England Meeting Industry Conference and Exposition) sponsored by
the New England Chapter of MPI (Meeting Planners International)
Boston, MA
Registration: $800.00 Susanne Tortu
NEMICE continues as New England's largest meeting industry conference and trade show. Over
650 meeting planners are expected to attend each year. This is a one day event and co-op
opportunities are not available. Please contact the MPIINE office at (978) 975-5333 for further
exhibitor information. If industry is interested in participating individually, we could arrange a
"Keys" section.
April 4-5
HSMAI's Affordable Meetings Mid-America
Chicago, IL
Reg istration:
$850.00
Susanne Tortu
Delegate co-op available at $500.00 per delegate. Limited to 2 industry participants.
HSMAI (Hospitality Sales and Marketing Association International) sponsors the event which
brings together qualified meeting planners from all disciplines with suppliers in a forum that
provides educational and business opportunities. This year HSMAI offers a new market,
capturing the attention of planners in the Mid-West region of the U.S.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
MAY 2001
May TBD
Pridefest America 2001
Philadelphia, PA
Registration:
$500
Steve Smith
Brochure distribution available at $50 per participant. Delegate participation encouraged.
This is the nation's largest Gay and Lesbian Symposium and Festival, and occurs just one day
after the Millennium Gay March on Washington. This consumer event draws thousands from
Pennsylvania and the surrounding Mid-Atlantic states as well as international visitors.
May 16-20
TIA's POW WOW
Orlando, FL
Registration: .
$8000
Stacey Mitchell
Co-op opportunities available, and must be a member of TIA. Companies interested in pursuing
the international market and joining TIA should call (202) 408-8422. This show sells out every
year, so early registration is critical for exhibiting.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the wholesale market, with participants hailing from
over 70 nations. This is an appointment show with trade show booths and many networking
opportunities.
May 24, 2001
New York Mini Tradeshow with Visit Florida
New York City
Reg istration:
$650.00
Jutta Farrer
Co-op opportunities are not available.
VISIT FLORIDA will produce this tabletop trades how targeting qualified corporate, association
and incentive meeting planners from the metro New York area. The event is limited to 25
partners with approximately 100 planners in attendance. The show is limited to partners of VISIT
FLORIDA only.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
Sales calls within Manhattan will be conducted either prior to or after the tradeshow. Focus will
be on corporate travel agencies and tour operators handling the Florida market. This will make
our visit to New York well rounded and target all aspects of the travel trade industry.
May 29-31
EIBTM (European Incentive Business Travel and Meetings Exhibition)
Geneva Switzerland
Registration:
$6250
Stacey Mitchell, Susanne Tortu
EIBTM is designed specifically for European meeting and incentive planners. The Florida Keys
and Key West will be exhibiting as part of the FLAUSA pavilion, and will conduct individual
presentations on the destination to pre qualified appointment buyers. It is important that we
continue to monitor important emerging markets such as Scandinavia and Italy and present our
services to them.
JUNE 2001
June TBD
Sales Mission to France and Germany
Paris, Select German Cities
Budget: $4500 TDC Staff
Industry participation available at $1000 per delegate. Delegate fees include coordination of
mission, food and beverage at appointment sites and inter-city transportation. Fees do not
include air transfers, hotel accommodation or personal food and beverage expenses. Sales calls
and reservation center training will be conducted in the cities listed above focusing on travel trade
with some media interaction as well. TDC staff to be escorted by UK and German market
rep resentatives.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
JULY 2001
July, TBD
Florida HSMAI State Conference
Jacksonville, FL
Registration:
$400 per delegate
Stacey Mitchell
This is the first state convention held since the Florida Keys Chapter hosted the event in Key
West in 1999. Industry professionals in the hospitality, sales, meeting and marketing industries
come together for an educational forum discussing travel trends, economic outlooks and political
climates effecting our industry.
July 21-22
San Diego Pride and Travel Expo
San Diego, CA
Registration:' $600 Steve Smith
This Pride event is in its 27th year and typically draws over 100,000 attendees. The festival is held
in Balboa Park, in the heart of the Gay and Lesbian District. A travel expo, along with major
corporate sponsorships attend this event in order to attract Gay tourism dollars.
AUGUST 2001
August, TBD
North Halsted Street Days
Chicago, IL
Registration:
$550
Steve Smith
Brochure Distribution is $75 per participant. Delegate participation encouraged.
This event is in its 10 year, and has been a sell out each year. The event is the largest two day
Gay and Lesbian festival, and attracts over 250,000 attendees. The destination delegation works
closely with American Airlines/American Eagle which is one of the corporate ?ponsors of the
event.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
SEPTEMBER 2001
Affordable Meetings
September 4-6
Washington, DC
Registration: $900 Susanne Tortu
Delegate co-op available at $750 per participant. Limited to 2 participants.
HSMAI (Hospitality Sales and Marketing Association International) sponsors this event which
brings together qualified meeting planners from all disciplines with suppliers in a forum that
provides educational and business opportunities. The Florida Keys and Key West participates in
this event to continually promote our diverse opportunities in the meetings and incentive
marketplace. .
September 5-7
La Cumbre de Turismo
Miami, FL
Registration: $2250 Stacey Mitchell
Delegate co-op opportunities available at $650 per delegate. If you wish to secure your own
booth, call Rick Still (904) 285-3333. Please ask to be placed in the Florida Keys section.
La Cumbre is an appointment based trade show that attracts key European and Latin American
tour operators. The Florida Keys and Key West has enjoyed excellent industry participation in the
destination booth, and has seen an increase in attendance from operators who normally would go
to Florida Huddle.
Washington Post Travel Fest
September 15-16
Washington, DC
Registration:
$700
Jutta Farrer
Co-op participation not available; please contact Sharon McDonald with Visit Florida at (850) 488-
5607 ext 323 for participation information.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
This annual consumer/trade show produced by the Washington Post has an estimated
attendance of over 15,000 consumers. The show is open to travel agents only for the first two
hours and then opens to the general public for the duration of the show.
September TBD
Minneapolis Star Tribune Travel Show wi Visit Florida
Minneapolis, MN
Registration: $400 Jutta Farrer
Co-op participation not available. Please contact Tom Nibbio with Visit Florida (312) 335-0053 for
exhibitor information. This travel trade show presented by the Star-Tribune at the Minneapolis
Convention Center attracts approximately 2,000 travel agents from the upper Mid-west region.
VISIT FLORIDAwill coordinate sales calls in the surrounding region either prior to or after show
dates.
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Monroe County Tourist Development Council 2000-2201 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
Make 35 sales calls per month
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in London
Liaise with McCluskey & Associates Public Relations
Advise TDC on UK market trends
Monthly Sales Report
Maintain strong alliance with Visit USA Committee
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Fee $42,800
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
London taxi cab promotion
Activity
World Travel Market
London Consumer Show
Manchester Con/Trade
Dublin Consumer Show
French Sales Mission
Resources
actual cost
o
$ 3,500.00
$ 3,100.00
$ 3,500.00
$ 2,000.00
expenses
$ 600
$ 700
$ 700
$ 1000
$ 700
co-ord. svc.
$ 1,000.00
$ 2,000.00
$ 2,000.00
$ 2,000.00
$ 2,000.00
Total United Kingdom Budget
J-40
$ 6,000
$ 1, 600
$ 6,200
$ 5,800
$ 6,500
$ 4,700
$ 2,750
$76,350
Monroe County Tourist Development Council 2000-2201 Marketing Plan
CELLET TRAVEL SERVICES, LTD.
GERMANY (Denmark, Switzerland, Austria)
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in Frankfurt
Liaise with McCluskey & Associates Public Relations
Advise TDC on market trends'
Monthly Sales Report
Maintain strong alliance with Visit USA Committee
Personnel, administration, office facilities, consultation, communication
Operating Budget:
Fee $21,600
Trade Events, Exhibits, Promotions, Special Projects:
Friedrichshafen (Visit USA)
Leipzip Messe (Visit FL)
Cologne (Visit FL)
Mannheim (Visit USA)
Stuttgart (Visit USA)
Hamburg (Visit USA)
Munich (Visit USA)
ITB Berlin: Appt Scheduling, Booth Assistance
Scuba Diving Show: Boot in Dusseldorf
Gay Pride, Hamburg
Gay Pride, Berlin
Gay Pride, Cologne
German Sales Mission
Travel Agent Functions
Sales Calls to Switzerland
Fax Mailing to Austrian Trade
Total Germany (Denmark, Switzerland, Austria) Budget
J-41
$ 850
$ 850
$ 850
$ 850
$ 850
$ 850
$ 850
$ 4,000
$ 2,500
$ 1,500
$ 1,500
$ 1,500
$ 3,000
$ 3,000
$ 2,000
$ 1,500
$49,800
Monroe County Tourist Development Council 2000-2201 Marketing Plan
Memberships
American Society of Travel Agents (ASTA)
Hospitality Sales & Marketing Association International
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL TA)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA United Kingdom
Visit USA Germany
Visit USA Argentina
Visit USA Italy.
Visit USA Sweden
Chicago Association Forum
Receptive Services Assn
Meeting Planners International
Resources
$ 465
$1 ,060
$ 250
$1 ,900
$ 170
$ 500
$1,000
$ 700
$ 550
$1,125
$2,100
$ 650
$ 800
$ 295
$ 355
$ 295
$1,000
Total Memberships
$12,765
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
Measurability
Group leads status reports from hotels, i.e. proposal sent, contracted, definite, tentative, lost
business; if so why?
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Annual UK and German market reports.
Annual Sales & Marketing Property Survey reflecting:
Increases or decreases or no change in travel agent commissions
Length of stay
Market segment mix, i.e. repeat, group, domestic, foreign, corporate, leisure,
association, incentive, FIT, etc.
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 surveys: Current passenger levels traveling to destination.
Fam Surveys: Indicating agent, operator or meeting planner feedback in regards to booking
activity as a result of visit to destination.
Telemarketing Company: Each lead is contacted by a representative asking specific questions
regarding industry follow up (if any) to leads generated by TDC and action as a result.
Travel agent survey of leads from travel trade shows.
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Monroe County Tourist Development Council 2000-2201 Marketing Plan
BUDGET
Reg istrations $108,025
Travel Expenses $ 55,606
Shipping & Booth Related $ 12,875
Postage/Phone/Xerox $ 9,000
Memberships $ 12,765
Fam Trips $ 2,950
Promotional Items $ 9,755
Airline Tickets $ 5,000
Resources $ 10,000
TOTAL SALES
$225,976
CELLET
SALES DIRECTOR
SALES STAFF
PART TIME STAFF
$126,150
$ 58,500
$126,200
$ 18,000
TOTAL LINE ITEMS
$554,826
J-44
Monroe County Tourist Development Council 2000-2201 Marketing Plan
MARKET BREAKOUT BY EXPENDITURES
DOMESTIC
INTERNATIONAL
GAY MARKET
RESOURCES
. Latin America -
$10,000
2%~
II Germany (Austria,
Switzerland) -
$105,158
19%
[] UK (Ireland,
England, Scotland) -
$146,020
26%
$134,818
$359,008
$ 51,000
$ 10,000
TOTAL
$554,826
· Otht,Europe -
8,830
18%
. Resources -
$10,000
2%
. Domestic - $134,818
24%
. Domestic - $134,818 . Gay Market - $51,000
[] UK (Ireland, England, Scotland) - $146,020 II Germany (Austria, Switzerland) - $106,158
. Latin America - $10,000 . Other Europe - $98,830
. Resources - $10,000
J-45
24%
65%
9%
2%
100%
Monroe County Tourist Development Council 2000-2001 Marketing Plan
K. Public Relations
The Keys public relations plan is designed to create and take advantage of editorial and
promotional venues that do not impact the TOC's advertising media budget. Results
achieved - utilizing public relations techniques - offer credibility that tends to be
measured much higher than advertising, which provides a powerful marketing message
with media value far exceeding the public relations investment.
Stuart Newman Associates (SNA) and its affiliates have been highly successful in securing
media exposure for the Keys valued at many times the TOC's promotional budget.
Agencies strive to target public relations efforts in concert with the marketing plan.
SNA has provided the Florida Keys tourism industry with public relations and marketing
support for 20 years. SNA staffs the TOC account with a team of professionals dedicated
to the destination on a 100-percent basis, correspondents in the Upper/Middle Keys and
Key West, as well as additional agency personnel utilized on an as-needed basis. For
United Kingdom (UK)/European markets, the agency contracts with McCluskey &
Associates (MA) which provides support based from their London office. MA also staffs and
manages representation in Germany, Italy, and France.
The followil')g proposal outlines a public relations, publicity and promotion campaign for the
fiscal year beginning October 1, 2000.
Objectives
1. Through public relations techniques, attract new travelers - that fall within targeted
demographics - to the Florida Keys & Key West that appreciate and respect the
destination's unique environmental and cultural offerings and motivate previous
visitors to return for longer vacation stays, year-round.
2. Promote awareness of and bolster the destination's image as a vacation venue that
provides cultural and heritage offerings in both domestic and international markets.
3. Continue to maintain international, national and statewide awareness and image of
the Florida Keys & Key West as a diversified, warm-weather vacation destination
offering unique water-related activities and ecological experiences.
4. Promote awareness and image of Flqrida Keys special events that are indigenous
and offer significant motivation to attract overnight visitors.
5. Build the gay and lesbian market and attract even higher-profile coverage.
6. Target niche publications such as weddings and honeymoons, dive, fishing,
watersports, motorboat and yachting, family, seniors, and so on to highlight special
interest options... especially in the United Kingdom and Europe.
7. To provide cooperative opportunities for media familiarization trips and other
appropriate projects.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
8. Maintain relationships with Travel Industry of America, Visit FLA, Visit USA and other
relevant industry bodies in the U.S., Europe and other foreign. markets.
9. Maintain effectiveness of visitor-safety activities, especially during hurricane season,
to avoid a "resistance to travel" during that time period. In concert with Emergency
Management and the American Red Cross, bolster hurricane awareness programs for
tourism industry throughout the Keys.
10. Continue development of pro-active approaches to deal with Keys water quality-
related challenges.
11. To continue implementation of an active, successful visiting journalist program (VJP);
thus generating 'first-hand' editorial copy.
12. To provide expert counsel on the European marketplace as needed by the TOC and
its tourism-related partners and industry.
13. To maximize participation a-t trade and consumer events by organizing media events
and interviews at appropriate exhibitions.
14. To continue to promote the official Web site as a source of information for consumers
and to re-design and increase the effectiveness of the "press room" section as an
important resource for journalists.
15. To liaise with broadcast media to secure high-profile travel and lifestyle programs shot
on location in the Keys.
16. Continue to support TOC sales efforts at appropriate trade shows that attract
journalists.
17. Promote the Marathon Airport.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Goals
1. Create a new Florida Keys & Key West media kit, emphasizing cultural and heritage
activities. Commission an artist to create cover artwork to communicate Keys vacation
offerings.
2. Create a "story ideas" book focusing on Keys heritage for journalists.
3. Organize two media familiarization trips focusing solely on cultural activities. The first
comprised of UK journalists, during the Key West Theatre Festival. The second made
up of domestic journalists, to coincide with a Key West Symphony performance or the
Key West Literary Seminar.
4. Organize one domestic and one international media familiarization trip targeting Keys
heritage story angles.
5. Organize three additional foreign media familiarization trips originating from Germany,
Italy and the United Kingdom with emphasis on cultural and heritage.
6. Arrange for media familiarization trips for a minimum of 20 UK/European and 20
domestic writers concentrating on cultural and heritage focuses.
7. In conjunction with UK/European TOC sales representatives, develop a series of
consumer promotions with retail outlets, internet companies, publisher and leisure
organizations featuring diving, fishing, romance and fly/drive.
8. Increase Keys awareness in Scandinavia, the Nordic Countries and the Netherlands by
organizing a Keys media blitz to media representatives in those markets.
9. Oevelop Keys involvement in Pow Wow 2001 in Orlando, including assignment of the
Keys for an official post-Pow Wow familiarization tour for journalists.
1 O.lncrease awar~ness of gay travel opportunities in Key West by continued development
of targeted public relations; staging an international gay media familiarization trip as
well as one for domestic gay publications. Maintain membership in National Lesbian
and Gay Journalists Association (NLGJA) and seek to attract a future regional NLGJA
meeting for Key West. Update the existing gay media kit and add it to the Web site.
11. Organize at least one domestic network morning news show to execute a live broadcast
from the destination.
12. Organize two to five days of live broadcasts via an arrangement with WABC or another
major New York affiliate's morning show.-
13. Organize a fishing research familiarization trip for members of the Metropolitan New
York Outdoor Editors organization to be funded by the fishing umbrella.
14.ln conjunction with the TOC's Web site provider, restructure the "press room" section of
the Keys Web site to provide significantly enhanced resources for journalists. Bolster
the high-resolution image library to provide events pictures. Formulate a venue for
streaming broadcast video. .
15.0evelop a database of Web site links for Keys visitor resources.
K-3
Monroe County Tourist Development Council 2000-2001 Marketing Plan
16.0evelop intensive awareness program on the scheduled sinking of the Spiegel Grove
off Key Largo. Organize a dive media fam to feature the Spiegel Grove.
17. Establish a Keys PR committee with the tourism industry to- proactively solicit input
regarding all public relations issues.
18. Increase efforts to work with Monroe County, state and federal agencies to provide
accurate media assessments of the destination during emergency situations that can
affect tourism.
K-4
Monroe County Tourist Development Council 2000-2001 Marketing Plan
The Public Relations Program - 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.
But in 2000-'01, there will be heavy emphasis on cultural and heritage throughout all
phases of the program. Agencies not only will develop and distribute cultural and heritage
stories but will endeavor to weave these themes into activities throughout the rest of the
media relations program.
The generic program will include updating and creating general travel releases distributed
via the Florida Keys & Key West media kit and Web site as well as researching, writing and
distributing specialized travel releases to targeted publications.
For distribution, agencies utilize extensive, continually updated databases. Currently, more
than 4,000 records are kept on journalists in the United States, Canada, Central and South
America, the Caribbean, United Kingdom and European countries. Agencies utilize various
means of news distribution, whether by mail, fax or electronic media, such as transmitting
copy and pictures directly to wire service computer systems.
Cultural arid Heritage
As per the marketing plan, SNA and MA will, center their media relations efforts around
cultural and heritage themes. Specific projects include:
A familiarization trip for United Kingdom journalists arranged in conjunction with the Key
West Theatre Festival in October and for domestic journalists in concert with either a Key
West Symphony performance or the Key West Literary Seminar. Using these events as a
focus, both trips will explore the destinations' unique and sometimes quirky cultural
offerings to emphasize the special atmosphere that characterize the Keys. The emphasis
would be on a type of culture that's contemporary, fun and out-of-the-ordinary, and
appealing to visitors. The itinerary is to include attending activities and productions
a~sociated with the festivals and exploring other permanent offerings like ReWorx, the
metal sculpture/recycled objects museum attraction; the Stephen Huneck (Pup Art) Gallery;
John Martini's studio; Rick Worth's mobile and public art; street theatre at Mallory Square
Sunset; the Key West Museum of Art & History; literary walking tours, etc. In addition,
cultural offerings outside of Key West are to be included such as Burning Bread Gallery
and Baby's Place Coffee in the Lower Keys, Bougainvillea House in Marathon, Redbone
Art Gallery in Islamorada, the Kona Kai Art Gallery in Key Largo.
K-5
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Other domestic and foreign journalist familiarization tours will target the Keys unique
heritage including journalists' visit to be arranged in conjunction with the Civil War Heritage
Oays in late February. The itinerary would focus on the history and historic architecture of
Key West. Activities would include attending Civil War Oays; touring Fort Zachary Taylor
and seeing some of the Civil War cannons that are not on public display. They would also
visit the other Civil War-era forts: East and West Martello, and Fort Jefferson. In addition,
they could take a tour of historic guesthouses arranged with the Key West Innkeepers'
Association, take a history-focused walking/biking tour with either Sharon Wells or Oenison
Tempel, a tour of the cemetery and visit historic attractions like the Oldest
House/Wreckers' Museum, the Curry Mansion and Flagler Station to see historic videos.
They would have an opportunity to meet and hear Keys lore from some of our long-time
conchs and historians.
Both the procuring and cooking of Keys cuisine is certainly an important facet of Keys
heritage and the agency plans a food tour for food and travel writers capitalizing on Key
West and other Keys' chefs whom have been recognized by the Beard Foundation.
Journalists would dine at selected restaurants, meet with the chefs, learn about their
specialties and secrets, and perhaps even have a cooking lesson. The destination would
be presented as an upscale culinary paradise, but also one that features fun and funky
places like Blue Heaven, B.O.'s Fish Wagon, and Seven Mile Grill.
Our plannep German press fam will take on a Keys treasure hunt theme focusing on each
district's most significant environmental and historic treasures. Journalists would visit
selected sites and learn why they are treasures - for example, they could see Pigeon Key
and swim with the dolphins at the Oolphin Research Center in Oistrict III, and visit the Key
Oeer Refuge and kayak through the back country with Bill Keogh in Oistrict II. Fish the
backcountry in Oistrict IV and hopefully dive the Spiegel Grove in Oistrict V. The group
would arrive in Key West late on July 19, taking an extensive behind-the-scenes tour of the
Mel Fisher Museum on July 20 - the anniversary of the discovery of the Atocha mother
lode's treasure - and learn about the island's literary treasures by joining the celebration
of Ernest Hemingway's birthday on July 21.
New Keys Media Kit/Storybook
To communicate the Keys cultural and heritage message, the agency plans a complete re-
vamping of the Keys press kit as well as a new press kit cover. Breaking away from
conventional graphic treatment, the agency envisions commissioning a Keys artist to
create the cover which would communicate highlights of the Keys visitor experience... both
traditional as well as cultural and heritage. The artwork - a painting rather than
conventional photography - would immediately prepare journalists for the press kit's
contents emphasizing culture and heritage. A number of new releases would be crafted,
with virtually all remaining re-worked to provide cultural and/or heritage identifiers.
The agency also plans to capitalize on its highly successful journalist storybook concept
and produce such a piece focusing on Keys heritage. The storybook would be designed to
succinctly present vignettes, providing enough details to entice journalists to focus on
various heritage-oriented topics.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Web Site
Use of the World Wide Web has grown exponentially during the past several years and has
finally become a staple tool for newsrooms. Our existing "press. room" site is in need of
significant redesign and content update. A new navigation system, providing journalists a
smoother interface will be built in conjunction with the Web provider. New and re-worked
stories from the press kit will be posted. Primary stories will be translated and posted in
Spanish, German, French and Japanese. The electronic, high-resolution digital photo
library will be updated with more cultural and heritage scenes. In addition, a photo library
featuring annual special events will be constructed. Finally, initial work will be undertaken in
an effort to use the Web as a source for broadcast video distribution resource.
Photographic Library
Through contacts with travel and general media, editorially oriented Keys art continues to
increase story placement opportunities. Pictures are available either as "hard copy" slides
or digital images. For the new fiscal year, the agency will procure additional cultural and
heritage images.
Videotape Library
The agency maintains a videotape library that includes generic offerings and special
events that provide good visuals for television. Any budget surplus, at the end of the fiscal
year, will be utilized to bolster the library with cultural and heritage scenes.
News Releases
Agency plans to research and distribute releases to appropriate media focusing on the
following topics in 2000-'01: At least four "What's New in the Keys," featuring new tour;ism
offerings and seasonal packages; a 2001 calendar of events; and a number of generic
releases focusing on cultural and heritage opportunities. .
These would include, but not be limited to:
Cuisine of the ~eys focusing on indigenous and adopted dishes and ingredients that
makes the local cuisine so unique. Cuban influences, abundant local seafood, and the use
of tropical fruits could also be highlighted.
Architecturally significant structures of the Keys... released at the time of Old Island Oays
and using the OIRF's pioneering efforts in historic preservation as a hook. To focus on the
Custom House, Curry Mansion, Oldest House, and even private homes that visitors can
walk by and view.
Focus on environmental and historic Keys treasures.
Keys character and characters featuring the people of the Keys.
Overseas Heritage Trail providing an update on plans to convert historic Keys bridges into
trails for bikers and walkers.
Romance and destination weddings release timed for summer bridal guides.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Spot News
The agency is poised to take advantage of unplanned opportunities to generate positive
exposure for the Florida Keys & Key West. Media is informed of story opportunities with
indirect ties to tourism, which, through the agency's media contacts, often result in national
news coverage for the Keys. Our public relations stringers in the Lower Keys/Key West and
the Upper/Middle Keys play an integral role in alerting the agency of these news
opportunities as well as assisting with coverage. The agency maintains relationships with a
broadcast-quality, Keys-based videographer and several still photographers with local
facilities to provide visual coverage of unplanned events.
Travel Trade Public Relations
The agency strives for consistent 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 TOC's sales and marketing staff.
The agency - either through staff or MA - also plans on-site public relations support of
TOC sales .efforts at the following travel-related expositions scheduled for FY 2000-'01:
World Travel Market (London) with supplemental staffing by SNA; Borsa Internazionale Oel
Turismo (Milan); International Tourismus B6rse (Berlin); Oiscover America International
Pow Wow (Orlando) and La Cumbre de Turismo (Miami).
The agency plans a fall domestic-trade media research trip to the destination, with group
and/or individual visits from international trade media slated throughout the year.
Local PR Support
The agency has contracted with two correspondents to provide public relations support for
the region from Key Largo to Marathon and Lower Keys and Key West.
The correspondents enhance story material gathering, provide personalized assistance to
journalists (i.e., providing story ideas and setting up interviews), cover local and spot news
events, and assist in other important aspects of the public relations plan.
Special Events
Special events playa major role in the Tourist Development Council's public relations plan.
Besides providing a "draw" for visitors, many events are creative, indigenous to the Florida
Keys and are proven vehicles that attract media attention. Allotment of time will be based
on each event's uniqueness and ability to serve as a draw for overnight visitors or to
bolster the awareness of the destination from a cultural and heritage perspective. And in
2000-'01, it will also be predicated on the event's ability to funded PR expenses. Unlike
past years, due to budget reductions, there is no allotment for special events in our generic
program.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Major special events pertinent enough to require press kits will contain releases that put
the event in cultural and historic perspective. It's already being accomplished for such
events as Hemingway Oays, the Key West Literary Seminar and the Cuban-American
Heritage Festival.
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 The Morning Show, National Public
Radio and other national and regional programs such as Good Oay New York.
The agency will seek various national cable television shows to focus on Keys cultural and
heritage topics.
The agency will mount a concerted effort to attract a popular spring national television
broadcast to the Keys. Traditionally each May, NBC Today Show host Matt Lauer travels to
diffferent parts of the world for his "Where in the World is Matt Lauder" feature. In 2000, the
Keys placed second in an on-line poll of Today viewers where they wanted to see Lauer
broadcast from during the final day of the five-day series. The agency hopes to build from
the poll to encourage Today to choose the Keys in 2001.
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. Account Supervisor Andy
Newman is a member of Visit Florida's marketing committee, providing the Keys additional
input resources for state marketing.
Keys PR Committee
When media focus probed Keys water-quality challenges, the agency organized a group of
Keys resort public relations professionals and other industry members to provide input and
share information. The agency plans to formalize this group into a Keys PR task force to
provide an input resource for media programs.
Representation at Journalist Conferences
SNA is one of only six agencies nationally with two members in the influential Society of
American Travel Writers. The agency traditionally represents the Keys at one regional-
conference and at the national convention.
The agency also executes exclusive Keys representation at the annual Florida Outdoor
Writers Association Conference and Outdoor Writers of America Convention. For FY 2000-
'01, the agency plans to be present at the Oive Equipment Manufacturers Association
annual conclave in New Orleans.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
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 press kit to
personally accompanying media representatives while in the destination. Those journalists
and media outlets unknown to the agency who request complimentary or reduced-rate
accommodations and other services are researched and qualified by the agency and its
affiliates.
For FY 2000-'01, both SNA and MA each plan to organize at least 20 individual journalist
trips to focus on cultural and heritage stories.
Group Media Research Trips
The agency coordinates and personally supervises group media movements to the Keys.
Some trips are in conjunction with our UK/European agency, some with Visit Florida, a few
with private industry and others are initiated by the agency. Group media research trips
coordinated by the agency are escorted by at least one member of the account team and
usually take place over a three- to six-day period. In the issuance of invitations for media
research trips, a detailed screening process is observed to ensure participation from
qualified journalists.
The agency continues to look for opportunities to co-op group familiarization trips either
with a complementary CVB or private sector travel- or outdoors-related industry.
Group trips for FY 2000-'01 are outlined earlier in this section.
From a budgetary standpoint, the agency will continue to allocate TOC funds for media air
travel when needed. With airline budgets tightening, complimentary air tickets have
become extinct. American Airlines marketing representatives have been cooperative in
providing TOC guaranteed discounted air passage for journalists. The agency prefers this
method over "wait-and-see if we have space available for free passage" planning. As our
UK/European representatives continue to experience similar dilemmas this will apply in
their markets as well. Of course, the agency shall continue to endeavor to secure
complimentary air passage whenever possible.
Cooperative Promotions
To further stretch the PR budget, both agencies will continue to seek appropriate private
sector partners for promotions such as media familiarization tours. An example is pairing
with a boat manufacturer to host a group of fishing writers. We 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 joint media blitzes in New York and Atlanta.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
District Programs
The agency's liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify
and produce specific area features as well as assist in the movement of journalists on
individual story-gathering research missions.
Umbrella Programs
The agency will provide public relations support, as needed, to fishing, cultural and dive
umbrellas. Separate public relations expense funding is delineated in the umbrellas'
respective budgets.
Gay Market Public Relations
Continue to work with the Key West Business Guild to develop increased awareness of
gay travel opportunities in Key West by continued development of targeted public relations;
coordinating one international and one domestic gay media familiarization trip; maintaining
membership in the National Association of Lesbian and Gay Journalists (NALGJ) with a
goal of attracting a regional NALGJ meeting to Key West. Bolster Keys press release
distribution list to include more Gay media.
PR Awareness for Keys Tourism Industry
Agency will continue, on a bimonthly basis, to publish a "PR Alert" to inform hoteliers and
other industry members of public relations opportunities.
Agency plans to continue working with area tourism associations on a periodic basis to
assist their own communications efforts outside the county.
Agency also plans to continue offering presentations at Keys hotel associations and/or
chambers to demonstrate how individual Keys businesses can tie in with TOC PR
programs as well as incorporate public relations into their own business marketing plans.
Crisis Management
Perhaps there is no better test of a crisis communications plan, then when a destination is
directly hit by a substantial hurricane. Such occurrences happened in 1998 and 1999.
In both situations, a relationship fostered with Monroe County Emergency Management
provided dividends for the TOC and helped efforts to achieve a speedy economic recovery.
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, participates in a hurricane
preparedness drill in conjunction with the Monroe County Emergency Management Office
and executes a media blitz.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
For 2000-'01, the agency again budgeted for a representative to attend the annual
Governor's Conference on Hurricanes. The annual conferenc(3 provides a series of
workshops and networking opportunities providing opportunities to gain additional
communications skills and resources with local, state and federal officials.
The agency has established a fax-blast network to provide Keys properties and tourism
interests important information in the event of an emergency.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
International Public Relations Programs
United Kingdom and Europe
As McCluskey & Associates (MA) approaches its 12th year of public relations
representation on behalf of The Florida Keys & Key West, it is rewarding to report the
destination continues to enjoy a high level of media interest and coverage.
The destination has hosted journalists from major national, regional, trade and consumer
media year-on-year. This should not be seen as repetition, but rather an indication of the
enormous diversity of interest that the Keys offers travel editors and lifestyle writers who
are continually seeking new angles.
It also points to the changing nature of the media and their requirements in Europe. As the
consumer takes a greater number of shorter holidays throughout the year, so special
interest products are becoming more popular as they offer a one-off and different holiday
experience for each occasion. The Florida Keys is in a position to be able to offer many
different holiday experiences.
In addition, the emergence of Internet media opportunities over the last 12 months has
been rapid and is continuously changing and updating. While still a long way behind
America in'its significance, there is no doubt that it will become important in the way that
information is obtained by the consumer, how holidays are booked and travel plans made.
Market Overview
The travel industry remains highly competitive and new destinations are being continually
introduced to the consumer.
Price remains a major factor in consumer choice across Europe, and there is increased
competition from other long-haul destinations such as the Caribbean, Asia and Australia.
Where Florida was once a cost-effective destination, its popularity has lead to capacity
problems during key travel periods for Europeans (summer), and as such the price of
Florida flights are now on par with many competitive destinations.
This said, the Florida Keys & Key West could offer many other attractions for the European
holidaymaker, including stability, environmental awareness, variety of activities, etc.
UK
The pound has remained strong against other European currencies, and relatively constant
against the US dollar. The economy continues to be buoyant. Lifestyle is the big thing in
the UK with a growing number of print and broadcast media concentrating on leisure time -
gardening, home improvement, gourmet experiences, outdoor activities and relaxation.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Germany
Germany still has one of the strongest economies in the world, but the country also
benefits from a strong U.S. dollar. The country has reached stability in the past two years,
since the 1998 election. The Germans continue to be the major travelling force in Europe
and are now looking for hip, boutique brands - an ideal match for the Keys.
Italy
The Italian economy has remained stable for some time now and travelling Italians are the
fourth highest spenders in Europe. The U.S. is the number 1 long-haul destination for
Italians, and, after New York, Florida is the most popular choice. Weather, followed by art
and culture are the major triggers for travel; and when this is combined with the boutique
style accommodation the Florida Keys has to offer, the agency is in a good position to
continue to grow the PR program and build on numbers from Italy.
France
Again, France is enjoying a stable and buoyant economy. 2000-'01 will be the third year
that the destination has enjoyed PR representation in the French market. The media has,
to date, been receptive to the Keys.
Targeting consumer media continues to be a priority in France due to the independent
nature of the traveler who is more influenced by feature articles than by the travel trade.
The Year Ahead
The PR program, for the year FY 2000-'01 is to maintain and increase the level of
awareness of the Keys as a must-see destination for United Kingdom and European
travellers.
Recommendations include a focus on very high-visibility promotional campaigns - visuals
and messages that stop the consumer in their tracks and drive home strategic themes.
The agency will further working relationships with the destination's partners in an effort to
gain more support from airlines, tour operators and other services to facilitate these
campaigns.
In addition, the PR program will continue to operate a Visiting Journalist Program, both
group and individuals, to offer first-hand experiences and generate major feature editorial.
Particular emphasis throughout the year will be given to promoting cultural and heritage
aspects of the destination, as well as further targeting the gay market.
Consumer Promotions
The Florida Keys & Key West lends itself very well to high-impact consumer promotions
with appropriately-positioned product and media partners. Promotions of this nature can be
very effective in opening up distribution channels, raising profile, and strengthening brand
awareness.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
In addition to the overall promotional campaign, MA would seek to secure other
promotional partners including:
. Nationwide retail outlets (high street locations, household names)
. Internet-based companies (on-line shopping and home delivery outlets attracting high
numbers of consumer hits)
. Leisure organizations (movie theatres, video rental, health clubs with high consumer
throughput).
. Publishers (in-store promotions with book retailers focusing on the arts/culture aspects
of the Keys).
Visiting Journalist Program
Group tours:
The Visiting Journalist Program will continue to play an integral and essential role in the
development of The Florida Keys & Key West's profile. This will be maintained through an
on-going program of group press trips in each of the four European markets including the
United Kingdom, Germany, Italy and France. Overviews of these fam trips are outlined
earlier in the PR section.
Pan-European Press Groups:
In addition to the four group press trips we recommend organizing one pan-European dive
press trip focusing on new offerings (such as the Spiegel Grove), and one pan-European
gay press trip in conjunction with Fantasy Fest. All group press trips, and broadcast crews,
are escorted by MA or the local-country office, and organized in with SNA., who
traditionally also provides an escort.
Individual Visiting Journalist Program:
The individual Visiting Journalist Program will continue to target national newspapers and
quality lifestyle publications that can not join escorted groups. Visits of this nature will focus
on a range of subjects, incorporating niche products as outlined previously, as well as
introducing additional themes such as family, food, architecture, interiors, art, culture and
general lifestyle.
MA will continue to appeal to the travel and lifestyle media, selling in new and previously
unexplored story lines and featuring ideas to both commissioning editors and freelance
writers wishing to secure commissions. Qu~lifying and evaluating individual writers will be
an automatic part of the process.
It is becoming increasingly harder to obtain complimentary air for traveling media, although
to date the agency has secured articles from many journalists who have arranged their
own air. We hope to continue along this path.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Broadcast media:
Garnering effective and appropriate broadcast media will continue to be a priority. There
are a number of new broadcast media programs in both television and radio, particularly
with the development of digital TV and radio, which MA intends to attract to feature the
destination.
In addition, during FY 2000-'01, MA will embark on a program of one-to-one meetings with
key production houses and TV outlets which actively promote the available B-roll that can
be used to promote the destination at minimum cost.
Dissemination of Information
Press Releases:
One of the most cost-effective ways of maintaining and growing the Keys' profile among
the consumer media is to ensure that a constant stream of news, product updates and
tourism information is available.
Such stories are most effective when tied up with a news story or package offer, hence MA
will closely liaise with tour operators and other industry representatives to ensure inclusion
of the appropriate 'hook' or call to action.
MA will distribute a minimum of one press release per month, targeting consumer and
travel trade media appropriately. Release topics will parallel those planned for the domestic
program.
Internet Media:
Although Internet media is still very much in the early stages of development in Europe,
particularly as many markets experience language problems, the number of feature-led
consumer travel Websites is growing. We will be targeting Internet sites regularly during
the next year to ensure that information which appears on them about the Keys is
accurate, up-to-date, targeted appropriately, and in keeping with our positioning.
Targeting Gay Travelers:
We will continue to build on the excellent relationships which have been established with
the gay media in the UK and Germany in the past two years in order to firmly position the
Florida Keys as an ideal vacation destination for gay travellers. Activity will include
distribution of specific press material, VJP, promotions and media briefings.
In particular, MA recommends:
Big Breakfast - attracting Channel 4 breakfast TV program, the Big Breakfast, to the Keys
in order to produce a week of programming, focusing on Fantasy Fest.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
London MardiGras (formerly Gay Pride) - sponsorship of a Key West team to participate in
London MardiGras and enter a float in the march and parade. Sponsorship can be further
tied in with the organizers in order that Fantasy Fest is promoted at MardiGras, in
conjunction with the event sponsors, Virgin Atlantic.
Culture and Heritage:
Throughout the year the agency will implement a series of feature stories and promotions
which highlight the cultural and heritage attractions of the destination, from famous literary
figures such as Hemingway and Williams, to local legendary figures such as Mel Fisher.
Arts and literary publications will be targeted as part of the Visiting Journalist Program.
Group media visits and individual itineraries will focus on the various aspects of the culture
and history, from arts and literature to Flagler and the wreckers.
MA will also target the Sunday Times travel section which features Museum of the Week,
to run a series on the cultural attractions of the destination, and work with picture editors to
place photography of events.
Further endorsement of the arts scene in the Keys will be given through a major promotion
with a publishing house, whereby the destination will be positioned alongside both classic
and modern literature as part of a nationwide exercise.
On-going Media Liaison and Public Relations Activity
MA will also, on the destination's behalf:
. Operate a fully functional press office and photographic library which will handle press
inquiries and instigate pro-active campaigns.
. Ensure regular communication with the media through targeted releases relating to new
product, seasonal offers, events and festivals.
. Organise a group and individual VJP for trade, consumer and broadcast media.
. Target niche press.
. Instigate promotional campaigns.
. Maintain levels of coverage and prompts to visit year round.
. Offer on-going support for SNA and other industry representatives.
. Implement crisis management public relations as necessary, under the direction of
SNA.
. Maximise activity at trade and consumer exhibitions, roadshows and functions by
motivating media coverage of the destination.
Advising on the European Marketplace
MA has an important role to play in providing detailed reports and evaluation on the
European marketplace for the TOC and its partners, and is also able to advise on
European media pick up on any issues within the destination and suggest relevant activity.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
MA is also in a position to provide market intelligence as and when necessary for SNA or
the TOC and suggest how effectively European markets are working for the Keys.
Increasing PR Activity in New Markets
Ouring 2000-'01, the European PR team will seek to increase activity in the Scandinavian
and Nordic countries, as well as in the Netherlands.
These media markets are easily serviced from the United Kingdom, and the MA London
team already has established relationships with relevant publications and broadcast
channels in these markets.
In order to activate the PR effort, MA would execute media blitzes in the relevant countries,
which can be linked to existing TOC plans for participation at exhibitions, sales calls or
other missions.
This would, therefore, include:
Vakantiebeurs, Netherlands - the first European show of the year. We would suggest that
the Keys host media to a briefing event which will focus on activities appealing to the Outch
market, specifically soft adventure and nature holidays - Keys wildlife, cycling, kayaking,
waters ports.
Visit USA, Brussels - an MA representative will actively participate in the event, with a
media desk briefing the journalists on the culture and special events elements of the
destination.
TUR, Gothenburg - the Keys product is ideal to attract the Scandinavian and Nordic
countries who are very focused on nature and soft adventure. We would host a media
dinner during the exhibition, which is attended by publications from Scandinavia and the
Nordic Countries, as well as man the booth on a dedicated Keys media day during the
event.
These countries, in particular, are very advanced Internet users, and therefore an Internet
promotion in all markets will be a priority.
Trade and Consumer Shows
Fully updated, dedicated press packs in local language, and transparencies are supplied to
back up all Florida Keys involvement at trade and consumer events. In addition, some of
the major trade exhibitions warrant increased levels of activity. These include:
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
World Travel Market (November, London)
. Submission of news material to trade media for preview copy, organising one-to-one
interviews with TOC personnel.
. Compilation of press pack release material on stand participants.
. Liaise with consumer press to arrange interviews or media functions.
. Liaise with FLA USA including providing media kits for their booth.
. Post-event followup.
In addition, the Florida Keys & Key West stand is constantly manned by a member of the
MA team during the major media days of the show.
WTM would be the ideal forum to launch the Keys cultural promotion for the coming year
and we would look to develop a media cultural zone whereby journalists can get more
specific information about the destination.
BIT (February, Milan)
. Compilation of press pack release material on stand participants,
. Liaise with consumer press to arrange interviews or media functions,
. Post-event followup.
ITB (March; Berlin)
. Submission of news material to trade media for preview copy, organising one-to-one
interviews with TOC personnel,
. Compilation of press pack release material on stand participants,
. Liaise with consumer press to arrange interviews or media functions,
. Liaise with FLA USA including providing media kits for their booth,
. Post-event followup.
The Keys stand is constantly manned by a member of the MA team during the major media
days of the show.
Ouring ITB, the planned media function would also focus on journalists from other
countries, including Scandinavia, Norway and the Netherlands, many who attend the show.
The PR program will offer additional support for other trade activity including Vakantiebeurs
in Holland, Top Resa in France, the Visit USA mission in Brussels and the Paris sales
miSSion.
Travel Trade Media
McCluskey & Associates will continue to build upon the destination's profile within the
travel trade media, through the issuance of regular news stories, new product, afrline and
tour operator updates. This activity includes meeting regularly with the news and features
editorial staff of the major publications, as well as the freelance writers who specialist in the
US. .
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Crisis Management
MA personnel are ready to activate emergency procedure plans on behalf of the Florida
Keys & Key West, under the direction of SNA. Our procedures include providing briefing
information for the media, TOC representatives and Visit FLA; in addition to organizing
interviews for Keys spokespersons in order to communicate positive messages.
Latin America
The agency will participate in the 2000 La Cumbre de Turismo travel trade show. La
Cumbre traditionally attracts nearly 100 journalists from throughout Latin America and the
United States. As described in more detail in a separate section of this proposal, the
agency will continue on-site PR support at Travel Industry of America's Pow Wow which is
to be staged in Orlando in 2001. Pow Wow has been attracting a significant number of
Latin American journalists in the past few years and is a very important event that brings
together more than 250 foreign travel journalists. Plans should be made to cost-effectively
take advantage of Pow Wow's return presence to Florida in 2001 with perhaps a shared
minor sponsorship with other Florida destinations and Visit Florida at an evening event as
well as an official post-fam to the Keys.
Japan
Visit Florida has an excellent Tokyo-based representative whom we interact with
extensively regarding public relations and marketing activities. We already have discussed
with the representative the possibility of a joint media trip for FY 2000-'01 and look forward
to receiving increased individual visits. On a periodic basis, the Japanese office distributes
Keys releases.
Other Opportunities for FY 2000-'01 and Beyond
It is anticipated that the Spiegel Grove will finally be sunk, which will provide a tremendous
public relations opportunity for Key Largo and the rest of the Florida Keys. Establishment of
the Spiegel Grove as an artificial reef should provide major print and broadcast
opportunities extending well beyond specialty markets.
We also continue to prepare for the eventuality of an open Cuba.
Public Relations Evaluation
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
TOC meetings to inform the council of results. The agency will provide TOC with analysis of
various media projects to provide 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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Monroe County Tourist Development Council 2000-2001 Marketing Plan
PROPOSED PUBLIC RELA TIONS EXPENSES FOR FY 2000-'01
Artwork for new media kit cover and printing..................................................$6,000
Media materials (Media kits, releases, photo/video, promo items.)..............$15,000
Heritage Storybook.......................... ........ ....... ........... ....... ............. ................. $2,000
Postage and Fed Ex........................ ........ ...... .............. ..... ............................... $7,000
Web site enhancement for PR materials........................................................ $5,500
Clipping Services (evaluation process) .. ...... ................................... ............... $9,000
Broadcast support........ ..................... ...... ..... ................................................ $40,000
Journalist, hurricane conferences................... ............. ................................... $5,500
Domestic media research trips (includes allocation for media airline).......... $40,000
Sub-agency Contract (McCluskey Associates) .......................................... $1 09,000
UK/European PR expenses (includes allocation for media airline) ..............$95,000
Pow Wow press activities and post-convention media fam............................ $5,000
Latin American public relations......... ..... ....... ............. ... ................. ........... ...... $1,000
Latin America and Japanese fams with Visit Florida, others .......................... $8,000
Ameurop Visitor Assistance Program............. ........... ...... ........... .................. $18,000
P R Alert.......................................................................................................... $2,000
Spot News (Unforeseen News Opportunities).............................................. $14,000
Emergency Communications Network........................................................... $4,000
Proposed PR Expense Budget for FY 2000-'01 .....................................$386,000
K-21
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
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K-33
Monroe County Tourist Development Council 2000-2001 Marketing Plan
L. FLORIDA KEYS and KEY WEST FILM COMMISSION
Pu rpose
The purpose of the Keys film commission is to bring awareness of our location to the film,
television, video and print industry. Additionally the film commission provides assistance
and support to productions shooting in the Keys. The film commission may also provide
necessary information, props or signage to assist a production company in creating a story
that references Monroe County.
Objectives
1. Through marketing, bring a greater awareness of Florida Keys locations to the
production industry.
2. To provide assistance when production companies are on location in the Keys.
3. Provide indigenous information regarding events, flora and fauna, attractions and
lifestyles to script writers.
4. Increase local production job opportunities.
Goals
1. Increase location photos on the www.filmkeys.com. web site
2. Increase activities and opportunities within Film Florida.
3. Increase the digital photo library.
4. Oevelop film video into CO format
5. Oevelop an economic impact study of film industry related businesses in Monroe
County.
L-l
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Implementation
Film Florida
Film Florida is an organization consisting of State film commissioners, labor unions,
individuals and businesses catering to the film, television and print industry. Ouring the
annual Film Florida Conference our film Liaison, Rita Brown, was voted onto the Film
Florida board as one of three representatives of the film commissioner's council. She was
also appointed chair of that council and will be responsible for reporting the actions,
concerns and wishes of the state film commissioners to the Film Florida board along with
other responsibilities our board will be expected to achieve between now and May of 2001.
Web Site
www.filmkeys.comis up and running successfully. A locations library of over 180 locations
are posted on the site. The location photos may be accessed through the locations icon
which prompts a form to come up. Once the form is filled out, web site access is available.
This has proven to be a very useful tool for production companies. Photos taken with the
digital camera ~ill be added to this site to increase awareness of Florida Keys locations.
Location Photo Library
The regular paste up photos along with the digital library will always be growing. Industry
guidelines require certain standards be used for location files which we follow and continue
to produce for our library. The purchase of a new software program for the digital photos
will make this method more user friendly.
New Marketing Tools
The film commission video has proven an excellent tool in showing locations to clients. It
also won a first place award for marketing from the Association of Film Commissioners
International. Clients have praised the video has the best tool of its kind that they have
seen. In order to capitalize further on the video the film commission will press the video
onto CO and purchase a OVO player. This will enable clients to view the video at meetings
in California, New York or if need be on location-in the Keys.
Additionally locations that are found on the web site and new location photos as they are
taken with the digital camera will be pressed onto COso These can be taken to trade shows
to give to potential clients or sent to clients along with the video and production guide.
L-2
Monroe County Tourist Development Council 2000-2001 Marketing Plan
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 2000 - 2001.
1. Sundance Film Festival - Created by actor Robert Redford, this film festival
showcases independent films which may be picked up for distribution by major studios.
Scheduled for Utah in January, attendees include film makers, heads of studios, producers
and directors. Film Florida is considering hosting a breakfast which industry decision
makers would be the target guests.
2. Location Expo -Scheduled for Los Angeles in February, attendees include location
managers, location scouts, writers, producers, and directors.
3. Show Biz West and East - scheduled for Los Angeles and New York attendees
include industry professionals from either the west or east coast.
4. Film Florida Conference - Scheduled each May, this is an annual meeting and
seminars where industry professionals are invited speakers. This is usually a three-day
conference.
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 photo_graphs of the areas the .company is interested in. On these occasions the film
office meets with and/or escorts the location scout to the possible shoot sites in Monroe
County.
Once the location scout provides the production company with his/her photographs a
second and/or third scout may evolve consisting of the producer, director and art director,
and location manager. Again the film office provides escort and possibly transportation for
the scout.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys,
the film office provides continued assistance dependent upon the need of the company.
This assistance may include facilitation of discussions and meetings with government
officials, law officers, owners or managers of businesses and properties. Locating crew to
work on the project, locating contacts for specific equipment or props, hotel room and
restaurant possibilities and a myriad of requests that are unforeseen.
L-3
Monroe County Tourist Development Council 2000-2001 Marketing Plan
The film office also provides information and assistance to the hotel/motels, crew and
property owners in the Keys if they have questions or concerns regarding the shoot. The
film office has provided assistance in billing matters for both crew and businesses.
Information is provided to location sites as to what to expect and what to ask for from a
production using their property.
Economic Impact Study
In conjunction with the TOC research department a study will be developed to determine
the economic impact of entertainment industry related businesses in Monroe County.
Public Relations Opportunities
The film liaison will continue to work with Stuart Newman Associates and industry
publications and publicists for production companies to identify PR opportunities in print
and broadcast media for the Florida Keys & Key West.
L-4
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Measurability
A "Heads in Beds" report will continue to be submitted as part of the TOC report. This
accounts for productions that have utilized the film commission and/or shoot on public
property and stay in the Florida Keys. Although some companies will submit the while
shooting on private property, they are not required to do so.
A year-end report on numbers from the production companies is to be submitted to the
TOC.
Additionally a quarterly report is to be submitted within the TOC report as to what types of
productions have shot in Monroe County, how many leads actually resulted in productions
coming in to scout and how many resulted in shoot days in the Keys.
An economic impact study is to be developed in order to better determine the numbers of
Monroe County citizens who benefit from film, television and print production. According to
State figures the entertainment industry's economic impact in Florida is second only to
Tourism, bringing in $4.6 billion. The state study shows 80 - 85,000 people in Florida make
their living in th.e industry with the main concentration being Miami/Ft. Lauderdale, Orlando
and Tampa.
L-5
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Budget FY 2001
Film Industry Trade Shows, Including Travel
Film Florida quarterly meetings
Show Biz East
NATPE
Locations
Show Biz West
Dues and Fees
Association of Film Commissioners International
Film Florida
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls
Support materials
film and processing, office supplies, promotional material
Trade publication subscriptions
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mail expenses, WEB site maintenance, database and
mailing support, location photo CO
Support equipment
OVO player, computer photo program, etc.
In-county mileage and vehicle/boat/helicopter rental
Escorting location scouts and location shoots
E & P for Production Executives
Student intern/location photographer
Advertising
Resources
Total
L-6
$12,500.00
$650.00
$1,500.00
$6,500.00
$4,500.00
$400.00
$10,000.00
$3,550.00
$3,000.00
$3,000.00
$5,000.00
$5,000.00
$1,200.00
$56,800.00
Monroe County Tourist Development Council 2000-2001 Marketing Plan
M. MARKET RESEARCH
PURPOSE:
The Market Research department conducts and analyzes research on tourism and travel
trends. Ongoing programs are designed to investigate the contribution of tourism to the
economy, as well as monitor and report on trends in demographics and consumer behavior
and how they impact the travel planning process. The purpose of the TOC's Market
Research department is to increase the quality, value, effectiveness and use of research in
the decision-making process regarding the development and execution of the marketing
plan, and in the measurement of the realization of the marketing goals.
OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, timely, relevant, and cost-efficient sources of information.
2. To continuously gather and track information from these sources for use by
marketing decision-makers to improve the development and execution of the
marketing plan.
3. To continue primary data collection studies targeting visitors in the County, as well
as potential visitors.
4. To use this information in evaluating and measuring the attainment of the overall
marketing goals.
5. To generate and distribute the information required by other departments, the
agencies, and the public and private sectors to assist in problem-solving, decision-
making and the measurement of succ,esses and failures.
GOALS:
The goals of the Market Research program are:
1. To update the current visitor profile.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
2. To develop a "conversion" survey via e-mail to contact past web site inquirers.
3. To expand on the methods of reporting on tourism and economic trends affecting
the Florida Keys & Key West.
4. To expand on the methods of collecting data to track the effectiveness of
advertising, sales, public relations, film, and visitor information services.
5. To develop a dive industry survey to help measure the effectiveness of the
promotions.
RESEARCH METHODS:
Every research study begins with the identification and formulation of the research
question. Based on the nature of the research question, the sources of information
available to answer the question can be determined. A research design is developed,
outlining the sampling plan and the data collection technique. The data-collection forms
are then developed, planning in advance for coding and data entry issues. Following the
actual data 'collection, coding, and data entry, the data is then analyzed and interpreted,
and conclusions and recommendations are reported in a final document.
A research design is simply a plan to carry out a research investigation, indicating what
steps will be taken and in what sequence. A vitally important part of the research design is
the sampling plan. Sampling describes the activity of selecting a few from the total, and
using the characteristics of the selected few to estimate the characteristics of the total.
How the few are selected from the total largely determines the accuracy of the estimates of
the total. By using a sampling method in which each person in the area of interest has the
same chance, or probability, of being selected to be interviewed as every other person, we
can be reasonably sure that the selected few will represent the total.
Oata collection techniques can vary depending on the sampling design and the type of
information to be collected. Survey instruments can include a record sheet for
observations, a self-completion questionnaire, or a questionnaire administered by an
interviewer. The medium by which the survey is implemented can include mail, telephone,
face-to-face interviews, and now e-mail. Another data collection technique is the analysis
of secondary data, or data that has been gathered for some other purpose, other than the
immediate study at hand.
Following the collection of data through the survey instrument, the data is coded and
entered into a data file for tabulation and analysis. Resulting tables and graphs are the
basis for the final report, which details the answer to the research question, in the form of
conclusions and recommendations.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
IMPLEMENTATION:
Research will be conducted on inquirers to the Florida Keys & Key West. Telephone
inquiries will continue to be tracked through the VIS software, with monthly 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. Reports will continue to be
produced for each Oistrict and the County overall. The software and report functions will
be maintained and revised as needed. Surveys of Internet inquirers, via the web site and
e-mail, will be developed to gather data from inquirers and to follow-up on whether or not
they traveled to the Keys as a result of their inquiry.
Intercept interviews with visitors to the Florida Keys & Key West will be continued in
several different projects. First, the Visitor Profile Survey will continue to gather
demographic, expenditure, importance/satisfaction, and trip planning data from visitors to
the Keys. Topical questions that require feedback from our visitors, such as travel
intentions to Cuba, will be added as necessary. The data collection will continue to be
conducted by an outside research firm, with the data analysis and reporting done in-house.
Second, a joint project with the National Oceanic and Atmospheric Administration, Florida
Fish and Wildlife Conservation Commission, and four south Florida counties will collect
data on visitor and resident use of natural and artificial reefs in south Florida. This project
will yield data that will allow us to update our previous work on the economic contribution of
visitors to the county, as well as the estimated number of visitors to the county. Finally, a
survey of Keys divers will be implemented to identify their trip planning resources and
awareness of advertising to assist in measuring the effectiveness of dive promotional
activities.
Other program effectiveness research will include the annual survey of Keys properties to
gather information concerning type of business and visitor origin for use in evaluating the
effectiveness of the sales efforts. The group sales lead follow-up project will continue for
use in evaluating the quality of leads generated at meetings and convention trade shows.
A survey of Keys businesses related to the film industry will be conducted to gather data on
the economic contribution of this industry to the county.
Other economic and travel trend data will be. collected and compiled. The monthly
occupancy and average daily rate report for the County, Key West, and the County
excluding Key West, will continue. The number of reporting properties will be increased so
that further segmentation of the data can be explored. The current monthly survey of Keys'
properties requesting occupancy and advanced bookings information will continue in an
effort to forecast future occupancy levels. Various other economic indicators and general
travel trends will be explored in order to develop a means of anticipating tourism trends
likely to affect the local tourism economy. National predictions and forecasts will be
reviewed for economic and travel behavior information that can be applied at the local
level.
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Monroe County Tourist Development Council 2000-2001 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 departments and the agencies, as outlined in the previous
section.
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OTHER PROJECT RESOURCES
Web Site Inquiry Surveys
Survey of Keys Divers
Socioeconomic Study of Reefs in SE Florida
Sales Tracking Study
Economic Contribution of Film Industry
OCCUPANCY & AVERAGE DAILY RATE REPORT
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
TOTAL
M-5
$57,000
$25,000
$3,750
$2,000
$2,250
$90,000
_Visitor Profile
Survey
.other Projed
Resources
o OccupancylADR
Report
IIlI Secondary
Research
. Miscellaneous
Monroe County Tourist Development Council 2000-2001 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan is that of assessing the effectiveness of the programs.
The TOC must tenaciously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Monthly or quarterly goals should be established to serve as
benchmarks for assessing the plan's effectiveness.
Based on an evaluation of these benchmarks, required adjustments must be carried out in
order to redirect marketing efforts towards a more acceptable level of performance.
Though TOC's have different ways of tracking their marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. We will use the Research Oepartment this year to do inquiry analysis and
advertising media effectiveness. Also research strategies will utilize occupancy, visitor
survey and conversion studies to track our programs. We are also contracting an outside
vendor to follow-up on sales efforts. The vendor will follow-up from trade shows to
evaluate results and how effective certain shows are within our program. The vendor will
produce tra~king reports for the staff to monitor
The competitive nature of the marketplace and the sophistication of computer systems
have led us to perform similar to any other major corporation, utilizing the technology of the
day to insure the quality of advertising, sales, public relations and service performances for
tomorrow.
In the marketing strategies, methods and implementation sections, each area (advertising,
sales, public relations) includes some evaluation criteria to measure performance.
Accountability assessment is the sound measurement of the degree or extent to which
stated goals of a specific marketing effort are being or will be achieved.
Accountability assessment not only measures performance, but also provides other
benefits such as reviewing the adequacy of our goals and providing us with guidance as to
how future marketing performance can be improved.
In summary, we are making every attempt at developing an orderly planning process which
includes a clear statement of goals to be obtained in the time frame outlined. Those goals
are attained by a series of marketing strategies and methods, each of which can be 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. Included within the methods which should be considered:
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
. Pre-post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why some did.
. More comprehensive studies of how travel information is delivered and used,
and how it is used in the travel decision making processing The standard
conversion study assumes a single cause and effect relationship-. Such is not
the case. Focus group studies have continued to show that many travel
decisions have very little to do with the excellence of the destination, but rather
with the traveler's emotional need to travel and their image or perception of the
destination. We need to being to develop and use measurement techniques
which attempt to measure the incremental benefits of our marketing programs.
. The measures of economic impact. What are the total benefits of a visitor
coming to our area against the cost of attaining those benefits?
. Qualitative analysis to learn how to market our area better tomorrow. We still
have a long way to go to understand how to make next year's performance
better than this year's. Our assessment of this year's plan should not only grade
our current efforts but should help show us how to make them more effective
next year.
Some of the criteria or techniques other than research survey data that will be used or
planned by the TOC this year to assess our program are the following:
. VIS reports
. AT&T reports
. bed tax revenues
. sales tax revenues
. US 1 travel counts
. Internet request reports
. airport arrivals
. ground transportation(Greyhound, shuttles) reports
. reader response cards
. state and national campground reports
. travel agent reports
. receptive operator reports
. meeting business booked by TOC staff leads
. number of meetings booked
. follow-up sales leads reports
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Monroe County Tourist Development Council 2000-2001 Marketing Plan
Staff evaluation is another important part of the assessment system. We must develop a
performance assessment system for staff because employee performance is key to the
achievement of the objectives and goals of the TOC.
To achieve this purpose, the following is required:
1. Inform the employee about the skills needed and responsibilities required for the
position.
2. Identify the standard of work.
3. Point out the areas of improvement
4. Give formal performance evaluation with objective criteria to measure
We will be evaluating the Visitor Information Services program with the chambers of
commerce. We want the VIS operators to be well-informed, enthusiastic ambassadors and
hospitable hosts. We will monitor accuracy and time lines for fulfillment.
N-3