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Item D4BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date:SEPTEMBER 21, 2012Division:TDC _____________ Bulk Item: Yes XNo Department:_ _________ Staff Contact Person/Phone #:Maxine Pacini 296-1552 AGENDA ITEM WORDING: Approval of the 2012/2013 Monroe County Tourist Development Council Marketing Plan. ITEM BACKGROUND: TDC approved the Marketing Plan at their meeting of July 31, 2012 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: Amendment to extend __________________________________________________________________________________ STAFF RECOMMENDATIONS: Approval TOTAL COST: No CostBUDGETED: Yes XNo COST TO COUNTY: NoneSOURCE OF FUNDS: TDC REVENUE PRODUCING:AMOUNT PER MONTHYear ____ Yes XNo APPROVED BY: County Atty N/AOMB/Purchasing N/ARisk Management __N/A__ DOCUMENTATION: Included XNot Required_____ DISPOSITION:AGENDA ITEM # Revised 11/06 ïûêñ÷èóîõìðûî Table of Contents Section One: The Mission of the TDC I. Vision Statement.................................................................................................... A-2 II. Purpose of Plan...................................................................................................... A-3 Section Two: Situation Analysis I. Product Analysis .....................................................................................................B-1 II. Position Analysis ....................................................................................................C-1 III. Prospect Analysis .................................................................................................. D-1 IV. Promotional Analysis ............................................................................................. E-1 A.Section Three: Program Planning I. Program Development i. Goals ............................................................................................................ F-1 ii. Priorities .................................................................................................... G-1 iii. Resources .................................................................................................. H-1 II. Marketing Strategies and Implementation i. Advertising .................................................................................................. I-1 ii. Sales & Promotions ..................................................................................... J-1 iii. Public Relations ........................................................................................ K-1 iv. Film Commission ....................................................................................... L-1 v. Research ..................................................................................................... M-1 Section Four: Evaluation ......................................................................................... N-1 The Mission of the Section One: Tourist Development Council I. Vision Statement The mission of the Monroe County Tourist Development Council is to set an overall direction for the Monroe County tourism marketing effort in a manner that will assure long-term sustained growth in tourism revenues while also guaranteeing the sustainability and improvement of our product, including both our man-made and natural resources, and improvements to the quality of life of our residents. ßóî II. Purpose of the Plan While most of the concepts, processes and methods described within this marketing plan is to help the Monroe County TDC to be more effective in developing tourism, this plan has been prepared with a community approach in mind. That is, it focuses on achieving tourism benefits for the entire tourism industry throughout Monroe County. Success in tourism does not just happen. Built upon an understanding of the tourism system, successful programs are the results of careful planning, marketing and management. The nature of the marketplace dictates that a comprehensive and integrated 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. The TDC must have a clear direction and understanding of marketing, market segments and market techniques to be effective. The plan must focus on its present situation, goals and objectives, resources, program strategies and evaluation criteria. The following are general guidelines for the planning and development of the Monroe County Tourist Development Council’s marketing plan as evidenced, in the Table of Contents. Each section is further compartmentalized to address multiple areas. a. Review of the TDC’s mission. b. Analysis of the current situation. c. Marketing program goals and objectives. d. Marketing division strategies and implementation. e. Evaluation criteria. Clearly the marketing plan must be evolutionary, with adjustments and modifications made to strategies during the year. ßóí : Situation Analysis Section Two 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. The beauty and diversity of our laid back atmosphere makes it one of the most unique vacation destinations anywhere. The Keys has unique advantages for tourism because of the extraordinary and diverse characteristics of the county. These characteristics suggest that many different tourism opportunities can be developed to appeal to a wide range of travel marketing interests. Tourism is the Florida Keys main industry - with a current permanent population of around 73,000. The Keys business sector and residents are dependent on the economic contribution of the day and overnight visitors to the Keys. The Florida Keys is easily accessible by land transportation. The primary mode of travel for overnight visitors to the Keys is by auto or other form of land-based transport. (89%) The Florida Keys are accessible by air. (7%) 1.Key West International Airport is served by American Eagle, Silver Airways (United), Delta, US Airways, and Cape Air and AirTran/Southwest Airlines. There are out of state direct flights from and to Atlanta and Charlotte. There are in-state direct flights to Miami, Tampa, Fort Lauderdale, Fort Myers and Orlando. Special charter service is available at Key West International Airport. 2.Florida Keys/Marathon Airport also services the Florida Keys. This full service facility can handle private, commercial and chartered flights. 3.Miami International Airport is the second largest international airport in the United States. The Fort Lauderdale/Hollywood International Airport serves millions of travelers from all over the world. Domestic and international travelers to the Keys can fly into these airports and travel by car, shuttle or bus into the Florida Keys. Total commercial flight capacity at Key West International Airport is approximately 150 daily. Key West Airport annual passenger capacity is 1,000,000 arrivals/departures. Florida Keys Marathon Airport has passenger capacity of 250,000. There are ferry services from the west coast (Fort Myers/Naples) of Florida to downtown Key West. There are a number of marinas in the Keys that allow visitors to arrive on their own boats. The City of Key West receives approximately 815,000 cruise ship visitors a year. Þóï Product Analysis - continued... Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West); shuttle services; major car rental agencies; and limousine services. Local transportation by taxi and shuttles; and Key West offers public buses, unique trolleys and a sightseeing train. The Florida Keys hosts a variety of accommodations. Accommodations in the Florida Keys for vacationers or business travelers include full service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, camping sites and house boats. The TDC lists over 15,000 rental units throughout the Keys. The Florida Keys camping and recreational facilities are available throughout the Keys. There are approximately twenty seven hundred licensed camping sites in Monroe County. Florida Park Service : Bahia Honda State Park Curry Hammock State Park Fort Zachary Taylor State Historic Site Indian Key State Historic Site John Pennekamp Coral Reef State Park Key Largo Hammock State Botanical Site Lignumvitae Key State Botanical Site Long Key State Recreation Area Shell Key State Preserve (no public access) Windley Key State Geological Site National Parks: Everglades National Park Fort Jefferson National Monument (Dry Tortugas) National Wildlife Refuges: Crocodile Lake National Wildlife Refuge (no public access) Great White Heron National Wildlife Refuge Key West National Wildlife Refuge National Key Deer Refuge Aquatic Preserves: Biscayne Bay-Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve Lignumvitae Key Aquatic Preserve San Pedro Underwater Archaeological Preserve National Marine Sanctuary: Florida Keys National Marine Sanctuary Þóî Product Analysis – continued The Florida Keys have a variety of restaurants providing the visitor with many dining pleasures including seafood specialties; ethnic cuisine; local delights; continental and fine dining, with the option to dress up or be laid back casual. Night life in the Florida Keys offers diverse entertainment including music, dining, bars, theater and special events. Local and internationally recognized talent adds to the unique experience of the Keys. The Florida Keys offers the best fishing opportunities anywhere in the world with over 500 I.G.F.A. world records. Private charter trips are available throughout the Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back country, flats fishing to deep sea/offshore fishing on a daily basis and by reservations. Visitors can also enjoy wading, pier and bridge fishing. The Florida Keys hosts the only living coral reef in North America. Exploring the living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in 1744, the John Pennekamp State Park and the National Marine Sanctuary together with the many artificial reefs along the Keys provides the ideal snorkeling or diving experience. From the Spiegel Grove in Key Largo to the Vandenberg in Key West, the Wreck Trek provides divers with great underwater experiences. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts & craft festivals and is home of many noted authors, musicians and painters. The visual, literary and performing arts produces a stimulating experience in the Keys. There are many cultural events throughout the Keys during the year. The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, year-round temperate climate, parks, and water activities including boating, fishing, snorkeling, diving and golf courses. History plays an important role in the Keys experience. Historical homes, lighthouses, museums and monuments weave an intriguing historical adventure of pirates, wreckers, writers, poets and artists throughout the Florida Keys. Sightseeing ranks the highest of visitor activities. Þóí II. Position Analysis In analyzing the Florida Keys’ product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys’ position in the global marketplace. 1.Strengths and assets Branded as the premier get-a-way destination temperate year-round climate - warm winters friendly, ‘laid-back’ image great natural resources to promote ecotourism historical and cultural heritage visual, literary and performing arts destination many sightseeing attractions safe environment best fishing resources in the world number one dive destination unique RV camping locations excellent dining available only living coral reef in North America unique accommodations southernmost point of the continental US a major wedding & honeymoon destination close relationship of two large metro airports of Miami & Fort Lauderdale two airports in the Keys – Marathon and Key West 2. Weaknesses and liabilities lack of direct flights from principal out-of-state markets negative perception of seasonal storms lack of traditional sandy beaches traffic congestion/one road in, one road out lack of large convention and meeting facilities perception of over crowding in Key West from cruise ships reoccurring water quality issues lack of stable service personnel resources employment turnover rate lack of affordable housing for our workforce Ýóï Position Analysis – continued While positioning begins with a product, or our destination, the concept really is about positioning it in the mind of the consumer or potential traveler. Consumers are bombarded with a continuous stream of advertising, and their mind reacts to this high volume of marketing by accepting only what is consistent with their prior knowledge or experience. Therefore, positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves analyzing each market segment as defined by our resources and research data. A marketing position is based on what the consumer is looking for, and what we have to offer within the destination. The Florida Keys are a premier getaway destination. The Keys are perfect for just taking the time for a serious break from things. The Keys offer the option to either ‘veg out’ all day, or do engaging activities to get your mind off other things. The Florida Keys are known for the place to go to just getaway from it all. Getaways also include, but are not limited to, romantic, family, girlfriend and weekend getaways. Ecotourism, geo-tourism and our natural resources will be at the forefront of our marketing program. Fishing, snorkeling, diving, boating and other water related activities lead this market along with our weather here in the Keys. Sustainable or nature-based tourism is ideal for the Keys in that we have wonderful environmental resources. We must promote to responsible visitors who will understand to enjoy and protect our surroundings. The sustainable traveler looks for protected surroundings to enjoy and preserve. Geo-tourism is about attracting visitors who understand about preserving a destination’s environment, by helping to sustain or even enhance the geographical character of the place visited, including the well-being or quality of life of its residents. Now, more than ever, travelers are wanting to not only visit or sightsee, but to learn more about the history and culture of the area and it’s people. Travelers are learning to be ready to act to preserve and protect the natural aspects of the destination. We will need to better understand the psychographics of these potential visitors, to see what interests and motivates these individuals to select destinations associated with environmental sustainability. We need to position ourselves for the experiential traveler, who wants to learn and interact with people about the destination’s history, culture, language, traditions, art and natural environment. Volunteerism is continuing to grow and these visitors share a desire to do something good while experiencing new places, challenges and contributing to the destination. Our cultural resources 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 will focus on the visual, literary and performing arts throughout the Keys. Promoting events that give visitors cultural activities while they are here that will enrich their traveling experience, and inform others of what the Keys have to offer. Ýóî Position Analysis – continued We will also continue to develop more diversity in multicultural marketing efforts. Our promotions will recognize the awareness, image and respect for cultural diversity within our destination, and for the potential visitors to the destination. Culturally relevant communications build relationships, and relationships build brand awareness. Research over the past few decades has consistently shown the multicultural consumers respond best to messages and images that reflect an insight into their culture and the unique ways they perceive the product or service. We must focus on developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall marketing effort. The Florida Keys benefits significantly from international travelers at different times of the year. Because of the long-haul traveler, international visitors have a tendency to stay longer while visiting and spend more money. Based upon the country’s preference of vacation periods, we are able to strategically market the international traveler, and fill in the much needed slow period of visitation to the Keys. Our focus will continue on the United Kingdom, Germany and Canada, with the secondary markets of Italy, France, Scandinavian countries and other German speaking countries. Destination weddings have in recent years, become accessible to more couples, and add a twist to their ceremony. The Keys has developed a reputation as a great weddings/honeymoon destination. Destination weddings in a vacation like setting, where guests will often stay for several days. The wedding business has become a year around business in the Florida Keys. Lodging properties develop wedding and honeymoon packages for their guests. Website and Social Media Positioning Our website will continue to be our most important venue for marketing our destination; and getting the potential visitor to the site is the most important call to action. It will focus on the awareness and image of our destination, while providing the user with service to the needed information to make their decisions to travel. Our website is the best medium to reach all the market segments, demographics and geographics of the potential visitor. Our site provides the desired information quickly and easily to anyone, anywhere in the world, twenty-four hours, 365 days a year. After the decision to travel is made, the site must have the ability to make the sale directly from the website. The TDC website, fla-keys.com and FloridaKeys.com will incorporate social and sharing tools to connect with visitors via the channels they use the most. We will look to increase visitor’s engagement through sharing and bookmarking capabilities including Facebook, Twitter, YouTube, Digg, TripAdvisor and more. Utilizing the top social media outlets will increase the awareness and branding of the destination. These social media avenues will serve as extensions of the website to connect with visitors across all electronic channels. Our mobile website will be more graphically rich for those users on smart phone devices such as the iPhone, iPad and android devices. Ýóí Position Analysis – continued An important element of the website, internet, and digital marketing, is that we are able to see the effectiveness of this media by tracking our promotional efforts. Google Analytics reporting will be made available for each of the five districts to better track their respective traveler patterns. We will also be able to provide advanced user demographic reporting to better understand the destination’s visitor. The more we understand our audience, the better we may reach and engage them. Ýóì 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 (Miami/Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee, Collier, Orange, Duval, Sarasota) New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey, Georgia, Massachusetts, Texas, North Carolina, California Secondary Virginia, Indiana, Alabama, South Carolina, Connecticut, Wisconsin, Missouri, Tennessee, Maryland, Minnesota, Colorado, Washington, Iowa 2.International Markets Primary Canada, Germany, United Kingdom, Scandinavian countries (Sweden, Norway, Denmark, Finland) Secondary France, Ireland, Italy, Benelux (Belgium, Netherlands, Luxemburg), Switzerland, Brazil, Austria, Japan, Argentina and China 3.Market Segments A.Historic/Cultural Market B.Soft-Adventure Market C.Ecotourism/Green Travel D.Geo-tourism/Experiential/Volunteerism E. Fishing Market F. Diving Market G. Gay/Lesbian Market H.Senior/Mature Market Üóï Prospect Analysis - continued I.Weddings/Honeymoon Markets J.Boating Market K.Multi-Ethnic Markets L.Family Travel M.Travelers with Disabilities N.Girlfriend getaways/Mancations O.Culinary/Dining Traveler P.Travel Trade Industry 1.Travel Agents 2.Tour Operators 3.Wholesalers 4.Motor Coach Operators 5.Meeting Planner Üóî IV.Promotional Analysis 1.Promotional Events The promotion of special events is a very important part of our overall marketing program. Events not only draw visitors to our destination, but also gives visitors who may not have been aware of a certain event, the opportunity to experience different activities while on vacation and tell others about the experience. This develops return visits and adds new awareness of things to do for potential visitors. We have marketing funds available for sponsored events in each of our districts. Each District Advisory Committee (DAC) establishes a Request for Proposal and allocates funding for that district destination events. Most event funding is for advertising only, however, in some cases that involves national television, national sponsors and national/international marketing exposure when funding as a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Umbrella. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Umbrella Committees are reviewed by the advertising agency and require approval by the TDC. These events are evaluated by their ability to draw visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. For a list of TDC sponsored events and destination events including other Cultural and Fishing tournaments, go to our web site and click on Calendar of Events. 2. Capital Projects and Improvements The Tourist Development Council has revenues other than for advertising for discretionary use to enhance and support the specific tourism development efforts of a district. One of the uses is capital projects. The attraction of tourists to the area must be one of the capital project’s main purpose. The capital project must be a publicly owned and operated facility or owned and operated by a not-for-profit organization and open to the public. Capital improvements can include beach improvements, beach maintenance, re- nourishment, enhancements and clean up where there is public access to the beach or beach park area. Capital projects are very significant to the marketing of the awareness and image of a destination. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, recreational areas, nature centers, beaches, monuments and other historic and cultural attractions for our visitors. Ûóï Promotional Analysis - continued Another important aspect to funding public facilities and areas is that these projects and improvements are not only beneficial to our visitors, but also to the residents of Monroe County. The capital projects program helps preserve nature and historic sites in the Keys. It also enhances the local culture and supports the mission or vision statement of the Tourist Development Council as it relates to the quality of life of our residents. The District Advisory Committees, with input from Monroe County, local municipalities, chambers of commerce and general public, formulate a vision of what each community would like to see developed or maintained by the county. Ûóî Section Three : Program Planning I. Program Development Program Marketing Goals i. a. Develop year-round tourism for the Florida Keys. b. Develop overall program which balances the county’s economic viability while preserving the environment and quality of life for residents. c. Increase year-round brand awareness. d. Increase awareness of Lodging Accommodations throughout the Florida Keys e. Develop cultural/arts//historical/dining campaigns. f. Increase Green/Eco-tourism. g. Increase efforts to Weddings/Honeymoons markets. h. Increase visitor expenditures. i. Increase longer stays within the Keys. j. Increase marketshare of international visitors. k. Increase group and incentive meeting business travel. l. Increase comprehensive public relations program. m.Increase awareness of the Keys to the film industry for promotional opportunities. n.Increase fishing industry promotions o.Increase diving and snorkeling business. p.Increase Gay/Lesbian travel market. q.Increase family travel. r.Develop more guidelines for measuring the effectiveness of the advertising, public relations and sales programs. s.Increase comprehensive marketing program for travelers with disabilities. t.Increase awareness of Florida Keys Attractions. Úóï Top Marketing Priorities ii. a. Develop top-of-mind awareness of the Florida Keys as the premier get-away destination to the US and international markets. b. Promote brand awareness. c. Promote markets that will have the most significant positive economic impact on the lodging industry. d. Promote historical, heritage, environmental, artistic & dining programs. e. Promote ecotourism/green travel/Geo-tourism. f. Development of capital projects and improvements. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote Gay/Lesbian Market. j. Identify and market to the visitor with the highest average daily expenditure for longer stays. k. Promote to international markets. l. Promote attractions. m. Promote awareness of direct flight service into the Florida Keys. n. Promote special events. o. Diversity in multicultural marketing communication. p. Promote Family Travel. q. Promote Weddings/Honeymoons’ market. r. Promote to travelers with disabilities. s. Develop new and updated research programs. t. Improve visitor experience. Ùóï Resources (to execute program planning) iii. Board: a.Monroe County Tourist Development Council DAC’s: b.Monroe County District Advisory Committees Staff: c. Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets Director of Sales - responsible for coordination of sales as directed by TDC Director of Research - responsible for the coordination of research as it relates to requirements of TDC Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties Office Assistant – responsible for reception, telephone, administrative support and general office duties Sales Assistant - provides clerical and secretary support to the Sales Department Sales Managers - responsible for special market segments and their performance Film Liaison - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support to production shooting in the Keys Training: d. The quality of our employees and their development through training and education are major factors in the TDC’s marketing process. Employee development is a continuous process of reviewing basics and learning new materials and techniques. Training can help reduce employee turnover by increasing productivity, motivation and job satisfaction. The kinds of training include departmental orientation, market knowledge and market techniques. The Governor’s Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. Øóï Resources continued – The Florida Association of Destination Marketing Organizations has an educational initiatives program with its membership. Visit Florida has joint tourism marketing workshops to help service the industry. The Hospitality Sales and Marketing Association International has workshops and a Florida Keys charter who meet regularly and presents speakers, networking and educational opportunities for staff. eAgencies of Record . 1. Tinsley Advertising - Advertising 2. NewmanPR – Public Relations 3. FloridaKeys.com – Website Provider fSupport Agencies . 1. Axis Travel Marketing - United Kingdom and Germany (sales) 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries Øóî Budget (as legislation directs) g. 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TDC District Advisory Committees 2. Chambers of Commerce (Key Largo, Islamorada, Marathon, Big Pine Key, Key West) 3. Lodging Association of the Florida Keys and Key West 4. Key West Innkeepers Association 5. Key West Business Guild 6. Key West Attractions Association 7. Federation of Chambers 8. Florida Keys Council of the Arts (Cultural Umbrella contract) 9. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella Contract) 10. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 11. Visit Florida – State Tourism Office 12. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 13. International Association of DMO’s 14. Fl. Association of Destination Marketing Organizations Øóé IIMarketing Strategies, Methods, Implementation and . Measurability In the following sections are specific plans by department: I. Advertising J. Sales & Promotions K. Public Relations L. Film Commission M. Research Øóè I. Advertising Advertising is the primary marketing engine for The Monroe County Tourist Development Council’s Florida Keys & Key West campaigns. Through media placement and creative, the agency establishes the brand by creating a style and feel for the destination that sets it apart from the competition. We then project this image to an affluent audience, creating positive reasons to visit the The Florida Keys & Key West year-round. Broadcast advertising includes television and radio. Television brings our message to life, teasing the senses with compelling sights and sounds of the destination. We do not promote to the masses on television. Instead, we select specific networks and programming where we reach the affluent traveler. Television will not only include a national cable buy but spot market television to provide greater advertising pressure in key feeder markets. We will continue to fine tune our strategic buys with emerging technology that allows us to deliver specific spots to specific homes based on our information about the people who live there (Google Television). We will expand our national and spot market television buys to include the fall and late spring/early summer to further promote year-round tourism. Strategic radio buys allow us to promote special events to targeted listeners and to give quick-response marketing at needed times including post-hurricane and slower season efforts. With the advent of satellite radio and websites like Pandora, radio will have an expanded role in our media mix. Advertising can now be delivered in a highly efficient manner in an environment that matches the needs and interests of our target audience. Wecontinue to increase our digital efforts. Using a pre-emptive campaign of both broadcast and print advertising with brand messages to drive these potential visitors to seek content, viewers on this highly interactive medium can spend as much time as they want learning about the destination. We will continue with the overlay and animated banners with bookends to multiple ad units on the same page. Other Internet vehicles to be utilized will include search engine words and listings, direct response e-mail, rich media such as weather-triggered and interactive banners and other e- marketing such as pre-roll video and increased co-op advertising efforts. Social marketing will be utilized where applicable and assist with the other marketing disciplines (Sales, Public Relations, Web Provider) to have a cohesive social marketing campaign for the destination. These specific social efforts will include expandable banners allowing the end user to interact with our Facebook and Twitter feeds and access our YouTube videos. All of this on-line advertising will be geo- targeted to specific markets that have expressed or delivered interest to the destination. Mobile advertising efforts will be implemented through a mobile (wireless) phone or other mobile devices to drive potential visitors to The Florida Keys’ mobile site. Mobile advertising’s greatest area of growth is in its ability to provide increased viewership of video content on various handsets. This gives us the opportunity to reach, engage and target our prospects with powerful imagery. The Florida Keys advertising will increase on your mobile phone, the iPad and other tablet devices. Print advertising includes magazines and newspapers. Magazines allow us to target our messages demographically by reaching an affluent traveler with high-quality photo reproductions and a long shelf life. Much of our audience still enjoys the magazine format and we will deliver our message not only in traditional niche publications but also on tablet devices such as the iPad. Newspapers, I- 1 on the other hand, offer the ability to communicate tactical retail offers (think co-op programs/participation) and the flexibility in terms of ad position, strong local market coverage, relatively low cost, quick response placement, and broad public acceptance. We will continue to advertise in the Sunday Travel sections in key markets reaching the 45+portion of our target audience where they can actively seek travel options. This medium willbe continually monitored throughout the year to measure its viability and effectiveness. It is important to note that we have decreased spending tremendously in newspaper and aggressively replaced it with digital newspapers in key feeder markets instead. Out-of-home advertising is focused on marketing to consumers when they are “on the go” in public spaces, in transit or in a specific commercial location. Formats of outdoor advertising include billboards, street furniture, transit and alternative efforts. We will continue with our transit campaign in the northeast (primarily New York) in the winter months and the transit campaign including tunnel advertising with videos of Keys imagery displayed on tunnel walls, train posters inside commuter cars. Objectives 1.Continue to develop top-of-mind awareness and image of the Florida Keys & Key West as the premier Florida destination for leisure or business travel for the domestic and specific international markets. 2.Create and maintain a campaign that highlights all the reasons and motivations to visit and “protect” our destination including voluntourism efforts to creative that promotes sustaining the quality of our environment. 3.Develop a creative and flexible media plan for year-round tourism for the Florida Keys. 4.Continue to maintain a unique marketing identity in relation to competitive destinations. 5.Work with travel partners, umbrellas (Fish, Dive, Cultural), special event coordinators, and meeting planners to promote the Florida Keys & Key West as a total destination. 6.Bolster our campaign with value-added opportunities and co-op advertising within existing media and plan future co-op in our consumer e-marketing efforts. 7.In all efforts, drive consumers to our web site for immediate information, service and point of sale. I- 2 Goals 1.Create three new television commercials promoting fishing, culture and the weddings/honeymoons markets. 2.Increase visitor response to our web site. 3.Increase advertising presence in the Scandinavian market. 4.Increase advertising presence in the Canadian market. 5.Increase advertising efforts to promote meetings and conventions. This effort will include a co-op program for property participation. 6.Increase national television program and spend during the fall and late spring/summer seasons. 7.Increase media and creative efforts to include the camping and RV market. 8.Increase co-op participation and programs for all Florida Keys tourism-related businesses. I- 3 I- 4 Target Marketing One of the essential elements in any marketing plan is that of identifying and selecting target markets. This is called market segmentation. This is the process of pulling apart the entire market as a whole and separating it into manageable, distinct units based on demographics. 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. We can also target by age, gender, geography, income or other demographics. But it is fundamental that we know and understand the characteristics of these various market segments. Advertising must examine these market segments through demographics, psychographics and geographic analysis. The key is to identify who is traveling, where they are coming from and what was their motivation for making the trip. We want to turn our target market into a captive audience. The overall intent is to identify groups of similar potential customers; to prioritize the groups; to understand their behavior; and to respond with appropriate marketing strategies, We will continue to develop and refine our digital or Internet marketing. We will use the Internet through search engines, search words, links, email blasts and social network marketing to key in on specific markets, both nationally and internationally. We will also target respondents to our web site and other travel related sites who opt-in for additional information and promotions. Our marketing agencies and staff will continue to work with the research arm of the Tourist Development Council on visitor analysis to help identify new and emerging markets. Our marketing will promote the luxury experience by targeting an even more affluent traveler who is willing to spend more and stay down longer. We will not abandon the International Markets but instead, monitor them closely and target them ensuring that we are cognizant of economies and exchange rates. These international travelers typically stay down longer, come during the slower seasons and spend more while visiting the destination. We will continue to target the slowest tourism periods of August, September and early October with marketing efforts to the international and mature markets. I- 5 Branding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services that differentiate it from the competition. Therefore it makes sense to understand that brand is about getting your potential customer to realize the value of your product. Brand equity is the marketing term for a brand’s value in terms of awareness and perceived quality - in other words, its proven ability to draw and keep customers. Branding can reflect personality and an attitude, such as our destination’s theme, “Come as you are”. Our Florida Keys & Key West positioning has become highly effective in creating consumer awareness of our laid-back atmosphere and lifestyle. Branding also develops consumer loyalty, even when reasonable substitutes are offered at lower prices. People are willing to pay more because of the perceptions they associate with the name Florida Keys & Key West. I- 6 Generic Collateral The following collateral is available for trade shows (travel trade and consumer shows) and are available as downloads* on the fla-keys.com web site. Destination/Generic Brochure: A complete guide on every district, diving, fishing, events, Description: attractions, meeting planners guide. 4” x 9”, four-color Destination/Generic DVD : An interactive DVD that includes a button for the new Keys Video, a button for the Destination/Generic Brochure as a PDF File, a button & link that connects to the Description: official TDC web site and a button for maps and screensavers. DVD & DVD Sleeve Conch Brochure: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Japanese, Portuguese, Spanish, Description: Swedish, French, Dutch & German.4” x 9”, four-color Meeting Planners Guide: A guide featuring a beauty shot of participating properties, along with a description and room/facilities chart. Includes map and directional information. Description: 8.5” x 11” folded, four-color Florida Keys & Key West Film Commission Production Guide: A brochure highlighting location sites, attractions and permit information as well as accommodation and film production Description: related business listings. 5.5” x 8.5”, four-color / B&W inside District / Umbrella / Association Collateral: Key West Gay & Lesbian Brochure: Key West, “Close to Perfect – Far From Normal”. A comprehensive piece on Key West’s Gay & Lesbian attitude, lifestyle, attractions, architecture, legends, nightlife, history, culture, accommodations, dining and a list of annual Gay & Lesbian Description: events.4.5” x 7”, 16 pg., four-color Fishing Tournament Guide: Complete list of fishing tournaments with date, location and director information as well as fishing & boating information within the Keys. Description: 12” x 9”, folded 3 panel, four-color Cultural Magazine: Magazine featuring a complete calendar of events, articles on cultural aspects of the Keys as well as the visual & performing arts in the destination. Description: 8.5” x 11”, 16 pages, four-color Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the destination and highlights particular interests per district as well as a complete reefs and wrecks Description: dive map.4" x 9", 12 pages, four-color Islamorada Rack Card Brochure: Two-sided piece providing a brief overview of the many things to do above, below and on the waters of Islamorada. Available on interstate visitor centers Description: throughout the state. 4” x 9”, two-sided rack card I- 7 Target Audiences x Consumer The general target audience for the Florida Keys & Key West is affluent Adults. x By targeting the affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the “aspirational” element of a broader audience: those with less income who aspire to experience a quality vacation and thus will be more likely to travel to the Florida Keys & Key West. Within this group, “umbrella” campaigns will be skewed to prospects with special interests: x Leisure Travel x Ecotourism x Sustainable Tourism x Diving x Fishing x Snorkeling x Boating x Cultural/Historic/Art x Gay/Lesbian x Mature x Ecotourism x Weddings/Honeymooners x Soft-Adventure x Romance x Family Travel x Luxury Travel x Gender Travel x Travelers with disabilities x Travel Trade x Travel Agents/Tour Operators, both nationally and internationally. x Meeting Planners, for small to mid-size meetings x International Travel International advertising efforts will have a primary focus on the consumer as these travelers are becoming more independent on making their own plans for visiting the U.S. With the growth of the Internet, the destination has increased its presence on search engines and travel specific web sites. We will use email blasts and e-newsletters as direct promotions. We will also include print advertising and television (Canada) to drive consumers to our web site. Marketing to specific international markets at the opportune time allows the TDC to promote year-round tourism as certain international markets travel during our winter months and others during our off-season. The economy will also be a factor and the value of their country’s monetary currency to the US dollar will be a major factor for the international traveler. I- 8 Domestic Target Audience Affluent Adults Age 35-64, HHI $100,000+ Source: 2011 Mendehlsohn Affluent Survey, Heads of House, HHI $100,000 or more Index An Index is used to express the percent difference from the average. The average is always 100. Any number above 100 represents the percent above average. For example, Married=123 index. This means that the target population is 23% more likely than average to be married. I- 9 2012-2013Total Plan $15,844,335 I- 11 2012-2013 Monthly Media Spending January 13% February 18% December 4% November 8% March October 15% 8% September 1% August 1% July 4% June April 5% 14% May 8% Total Media Budget: $13,061,740 I- 12 2012-2013Advertising Breakout øûù øûù øûù øûù øûù ùÇÐÈÇÊ×çÏÚÊ×ÐÐÛ øÓÆ×çÏÚÊ×ÐÐÛ öÓÉÔÓÎÕçÏÚÊ×ÐÐÛ õ×Î×ÊÓÙ $15,844,335 I- 13 Co-op Advertising Cooperative advertising was introduced to provide accommodations, tourist-related businesses and attractions, direct access to major travel markets at a cost-effective rate. Due to limited availability, all co-op space and time is on a first come, first served basis. Space / time reservations are arranged through a media insertion order form from a hotelier’s ad agency, and/or an enrollment form and check made out in the full amount for the co-op program a particular business is participating in. ONLY Florida Keys tourism destination messaging is allowed in any co-op ad. Magazine: There must be at least four participants for each page. Co-op will be offered in various formats. Newspaper Generic: There must be a minimum of four participants in each ad. Newspaper District: Whether the co-op is display or listing, there must be at least four participants. E-Marketing: There must be a minimum of four participants in each effort. All advertising materials must be supplied in accordance with the individual co-op offering. The Agency of record will have final creative control of the co-op program and its participation. Generic and District Co-op is initially for lodging properties and then offered to other tourism related businesses within the Keys that help promote the destination (attractions, restaurants etc.). Umbrella co-op programs are initially offered to specific umbrella-related businesses (diving, fishing and culture) and lodging properties. I- 14 COLLATERAL AND FULFILLMENT When callers request brochures or flyers, The Chambers of Commerce will handle all fulfillment requests. Fulfillment will include pieces provided by the Chambers of Commerce, specific to their district, and other tourism-related collateral. The Tourist Development Council does not provide any collateral for Chamber distribution. Call to Action Phone #s U.S.A: 1-800-FLA-KEYS (for brochures). This is a consumer line that is answered on a rotation-basis, live at the five Chambers during business hours; voice mail after hours. U.K: 0208-686-2600 (For brochures, videos or rate guides). This is a United Kingdom/Ireland travel trade line that is answered by our U.K. Sales Office. Germany: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax) This is a German travel trade line that is answered by sales staff at Get it Across. Fulfillment Houses Domestic fulfillment houses The Monroe County Tourist Development Council Office - Key West, FL They control all trade fulfillment requests as well as trade & consumer show fulfillment. International fulfillment houses BH&P Direct Mail Ltd. - United Kingdom. They are the primary European fulfillment house. Presse u. Touristikdienst Nentwich - Germany They are the secondary European fulfillment house. This mailhouse services Germany, Austria, Switzerland and the Netherlands. I- 15 I- 16 èÔ×Ê×ÛÊ×ÙÍÇÎÈÐ×ÉÉØ×ÉÈÓÎÛÈÓÍÎÉÛÚÐ×ÈÍ ÚÍÛÉÈÍÖÉÇÎÛÎØÉÇÊÖÛÐÐÅÓÈÔÔÍÈ×ÐÉ Ê×ÉÈÛÇÊÛÎÈÉÛÎØÆÛÊÓÍÇÉÛÏÇÉ×Ï×ÎÈÉ öÍÊÛÐÐÈÔÛÈÈÔ×Ê×ÛÊ×Ö×ÅÓÖÛÎÃ Ø×ÉÈÓÎÛÈÓÍÎÉÈÔÛÈÙÍÏÌÛÊ×ÅÓÈÔÈÔ×ÇÎÓËÇ× ÙÔÛÊÏÍÖèÔ×öÐÍÊÓØÛñ×ÃÉñ×Ãå×ÉÈ îÍÅÔ×Ê×ØÍ×ÉÈÔ×ÉÌÓÊÓÈÍÖÐÓÆ×ÛÎØÐ×ÈÐÓÆ× ÏÛÎÓÖ×ÉÈÓÈÉ×ÐÖÉÍ×ÐÍËÇ×ÎÈÐÃÛÉÓÈØÍ×ÉÔ×Ê× ÓÎÆÓÊÈÇÛÐÐÃ×Æ×ÊÃÐ×Æ×ÐÍÖÉÍÙÓ×ÈÃûÎØÛÈ ×Æ×ÊÃÐ×Æ×ÐÍÖÛÙÙÍÏÏÍØÛÈÓÍÎÉ ÛÎØÛÏ×ÎÓÈÓ×É ÷ÛÊÐÃÊÓÉ×ÊÍÊÎÓÕÔÈÍÅÐöÓÉÔ×ÊÏÛÎÍÊÉÇÎ ÅÍÊÉÔÓÌÌ×ÊøÓÆ×ÊÍÊÈÓÌÌÐ×ÊõÍÇÊÏ×ÈÍÊ ÕÍÇÊÏÛÎØûÊÈÐÍÆ×ÊÍÊÉÍÇÆ×ÎÓÊÔÇÎÈ×Ê é××Ñ×ÊÍÖÐÇÄÇÊÃÍÊÙÍÎÎÍÓÉÉ×ÇÊÍÖÖÇÎÑ ©ùíï÷ûéãíçûê÷¨ GENERIC MEDIA PLACEMENT TELEVISION Television will be utilized with :30 spots on programs targeted to reach the demographic profile of Adults 35-64, Household Income $100k+: National Network Cable - The buy has been expanded to add fall flighting o (Oct/Nov) and a spring flighting (Apr) in addition to the traditional Jan-Mar winter flighting. Networks under consideration include CNN, FoxNews, CNBC, FoxBusiness, HGTV, DIY, Food Network, TLC, Travel Channel Fishing Programming- :30 spots on Saltwater Experience and Bass to Billfish o airing nationally on NBC Sports Network and regionally on SunSports Network. Local Spot Market Television - Spot television buys have been expanded to o include advertising in the fall in the Northeast as well as additional new markets. :30 spots on early and late news programming will air as follows: New York & Chicago - Oct-Nov flight (NEW) and Jan-Mar Philadelphia, Boston,Washington D.C. - Jan-Mar Detroit (NEW) - Jan-Mar Toronto (NEW) - Oct-Nov and Jan-Mar. Dallas (NEW) - May Atlanta & Charlotte - Mar-May Miami, Tampa, Orlando, W. Palm, Ft. Myers - May-July Jacksonville (NEW) - May-July CONSUMER MAGAZINES AND ANNUAL PUBLICATIONS (DEDICATED BRANDING ADS) Full, 1/2, and 1/3 page, four color ads will be utilized to target the upscale seasoned traveler both domestically and internationally: Domestic Magazines: AAA World, Atlanta Magazine, Bon Appetit, Florida o Travel & Lifestyles, Golf Magazine, National Geographic Traveler, New York Magazine, Texas Monthly and Virtuoso Life International Magazines: Canadian Geographic, Conde Nast Traveller U.K., o America Journal (Germany), Geo Saison (Germany), Dove (Italy), Discover America Magazine (Norway/Sweden/Denmark), Scanorama (Scandinavia), Swiss Magazine (Switzerland), Brazil Travel News and Ladevi LATam Argentina Annuals: AAA Florida Tourbook, AAA Worth the Drive and Official Florida o Camping Directory ×óïé I- 17 CONSUMER MAGAZINES AND (DESTINATION CO-OP ADS) Full and 2/3 page, four color ads with destination property participation: Domestic Magazine Co-op - Bridal Guide, Bride's, Conde Nast Traveler, Í Destination Weddings & Honeymoons, Florida Travel & Life, Food & Wine, Travel + Leisure, Visit Florida Magazine and Visit Florida Insider’s Guide International Magazine Co-op - Toronto Life Magazine. Í DIGITAL MEDIA (DESTINATION CO-OP ADS) E-Newsletters and Banners will link to a co-op participant splash page. Opt-In direct marketing promotional efforts (e-newsletters to opt-ins subscribers) – Í NYTimes.com, NJ.com, ChicagoTribune.com, Philly.com, Boston.com, WashingtonPost.com, LATimes.com, AJC.com, CharlotteObserver.com and DallasNews.com. Standard Banners –CNN.com, Newsday.com, Boston.com, ChicagoTribune.com, Í Philly.com, LATimes.com, MiamiHerald.com, Sun-Sentinel.com, PBPost.com and OrlandoSentinel.com DIGITAL MEDIA (DEDICATED BRANDING ADS) Paid Search Engine Marketing – Search terms on Google, Yahoo and Bing.com Interactive Banners – Ad Networks including Real Media Ad Network (network of sites including NYTimes.com, FoxNews.com, USAToday.com). Banners have a social media function which will show The Florida Keys & Key West live Twitter, Facebook and Youtube feeds in addition to video. Users can Interact with the live feeds within the banner. Collective Media Ad Network/TV Accelerator Program - Collective Media uses a new technology that targets people online based on the shows they have watched on television. They will identify through set top box information who has viewed The Florida Keys television spots and re-target them online with a video ad unit. This will increase overall ad frequency and create an increase in brand lift. Mobile Banners - Interactive expandable mobile banners on iPhones and iPads will be geo-targeted in key markets during the winter (NY, PHL, BOS, CHI, DC) and will show a frosted/snowy screen that must be swiped away by the user to reveal a beautiful picture of the Florida Keys. Weather Triggered Banners - Weather.com. When temperatures fall below 32 degrees in key markets (NY, PHL, BOS, CHI, DC), banners will trigger to show on Weather.com. Banners expand to show The Florida Keys three-day weather forecast and current listing of upcoming events in the Florida Keys. Pre-Roll Video – CNN.com and Brightroll ad network (sample sites include HGTV.com, FoodNetwork.com, ATT.net, USAToday.com, Bigography.com). Additionally, pre-roll will run on the Brideclick ad network targeting the honeymoon andwedding market on different bridal sites. ×óïè I- 18 Standard Banners –Google/Admob ad network, NYTimes.com (Home Page Bookends), VisitFlorida.com, MyWedding.com, TexasMonthly.com, FloridaTravelLife.com, CampFlorida.com, Disaboom.com (disabled travelers), SaltwaterExperience.com E-Newsletters – Disaboom.com E-Newsletter (disabled travelers), Disabled Traveler E-Newsletters, Golf Promo E-Newsletters NEWSPAPER (DESTINATION CO-OP ADS) Newspapers allow for co-op opportunities for individual properties. Newspapers utilized include New York Times (national circulation), Atlanta Journal & Constitution, Charlotte Observer, Miami Herald, El Nuevo Herald, Ft. Lauderdale Sun-Sentinel, Orlando Sentinel and Palm Beach Post. Visit-Florida Newspaper Inserts - A glossy insert promoting Florida travel inserted in various geo-targeted market newspapers with $150K+ household income. Dedicated branding ads will run internationally in The Toronto Star, The Sunday Times (UK), The Mail on Sunday (UK) and Die Welt (Germany). OUT-OF-HOME/OOH (OUTDOOR MEDIA – BILLBOARDS, POSTERS ETC.) Station Domination - The Florida Keys & Key West will dominate Penn Station (New York) through the use of multiple high-impact media formats during the month of February. Penn Station/Amtrak is a major transfer hub for affluent commuters from areas outside of NYC. The campaign will run in tandem with the television, digital and newspaper efforts in the New York metro market. UK Taxi Wraps -The Florida Keys & Key West will utilize six vinyl wrapped London & Manchester taxis year round. TRAVEL TRADE Dedicated and co-op ads will be utilized to create awareness among travel planners & agents both domestically & internationally &coincide with major travel shows. Dedicated - Publications include Recommend Magazine, Tour & Travel News U.K. Co-op- A co-op will be offered in the 2013 Official Visit Florida Sepcialist Program guide for agents who sepcialize in destination weddings & honeymoons. MEETINGS/GROUPS/CONVENTIONS Dedicated and co-op ads will be utilized to increase the potential for The Florida Keys & Key West to become a location for small to mid-sized meetings and group travel. Dedicated -publications include Successful Meetings Magazine, Smart Meetings, Prevue, Meetings Focus South and VisitFlorida.com Meeting Professionals program. Co-op - Co-op will be offered in February and April 2013 issues of Successful Meetings which will coincide with Visit Florida's annual Florida Encounter show targeting meeting planners. ×óïç I- 19 GENERIC PLAN Magazines: AAA World Male: 32% Circulation: 2,470,000Female: 68% Page, 4C CPM: $3.60Median Age: 45 Median Household Income: $153,402 Atlanta Magazine (Visit Florida Section) Male: 27% Circulation: 65,522Female: 73% Page, 4C CPM: $83.00Median Age: 48.8 Median Household Income: $165,900 Bon Appetit Male: 32% Circulation: 1,500,000Female: 68% Page, 4C CPM: $15.45Median Age: 45 Median Household Income: $153,402 Bride's Male: 12% Circulation: 313,707Female: 88% Page, 4C CPM: $82.24Median Age: 35.1 Median Household Income: $143,647 Bridal Guide Male: 9% Circulation: 142,323Female: 91% Page, 4C CPM: $50.02Median Age: 30 Median Household Income: $54,232 Conde Nast Traveler Male: 40% Visit Florida Escapes Section-Regional Female: 60% Circulation: 303,000Median Age: 52 Page, 4C CPM: $141.24Median Household Income: $165,517 Conde Nast Traveler Male: 40% Visit Florida Pullout Guide-National Female: 60% Circulation: 800,000Median Age: 52 Page, 4C CPM: $141.24Median Household Income: $165,517 Destination Weddings & Honeymoons Male: 37.5 Circulation: 155,000Female: 62.5 Page, 4C CPM: $73.68Median Age: 33 Median Household Income: 87,000 ×óîð I- 20 Florida Travel & Life Male: 30% Circulation: 100,000Female: 70% Page, 4C CPM: $65.70Median Age: 54 Median Household Income: $94,000 Florida Travel & Lifestyles Male: 42% Circulation: 240,000Female: 58% Page, 4C CPM: $8.33Median Age: 40 Median Household Income: $85,600 Food & Wine Male: 40% Female: 60% (American Express Publishing Visit FL Insert) Circulation: 925,000Median Age: 48.4 Page, 4C CPM: $68.34Median Household Income: $151,871 Golf Magazine (Visit Florida Section) Male: 82% Circulation: 717,000Female: 18% Page, 4C CPM: $50.35Median Age: 50 Median Household Income: $119,052 Texas Monthly Male: 48% Circulation: 300,000Female: 52% Page, 4C CPM: $62.50Median Age: 48.5 Median Household Income: $96,338 Travel & Leisure Male: 47% Female: 53% (American Express Publishing Visit FL Insert) Circulation: 465,321Median Age: 52 Page, 4C CPM: $63.01Median Household Income: $157,655 Virtuoso Life Male: 40% Circulation: 200,000Female: 60% Page, 4C CPM: $89.72Median Age: 56 Median Household Income: $200,000 Source: MRI Fall 2011; 2011 Monroe Mendelsohn Research (MMR) ×óîï I- 21 2012-2013Generic Media Spending By Category Out-of-Home 7% Television 46% Digital 20% Newspaper 5% Travel Trade 1% Meetings/Conventions 2% Magazine International 12% 6% Budget Total: $4,620,000 ×óîî I- 25 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct ©óÈÓÉÛÙÇÊÓÍÇÉÌÐÛÙ×ÈÔÓÉñ×Ãå×ÉÈ ùÐÍÉ×ÊÈÍôÛÆÛÎÛÈÔÛÎÈÍïÓÛÏÓ èÔ×ÉÍÇÈÔ×ÊÎÏÍÉÈÙÓÈÃÓÎÈÔ×ÙÍÎÈÓÎ×ÎÈÛÐ çéÛÎØÚÃÖÛÊÈÔ×ÏÍÉÈÇÎÓËÇ×¨ 2012-2013Key West Media Spending By Category Budget Total: $5,452,350 ×óíî I- 36 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct ©èÔ×ÓÉÐÛÎØÉÛÎØÓÉÐ×ÉÍÖ èÔ×ðÍÅ×Êñ×ÃÉÛÊ×ÛÎÛÈÇÊÛÐ ×ÉÙÛÌ×ÖÍÊÈÊÛÆ×Ð×ÊÉÛÎØ×ÄÍÈÓÙ ÉÌ×ÙÓ×ÉÍÖÅÓÐØÐÓÖ×ÛÐÓÑ× ÎÓÕÔÈÉÛÅÛÓÈÃÍÇÓÎÈÔ×ÈÊÍÌÓÙÛÐ ûÏ×ÊÓÙÛÎÌÛÊÛØÓÉ× 2012-2013Big Pine Media Spending By Category Magazine 33% Digital 15% Television 52% Budget Total: $425,377 ×óìë I- 35 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct ©éÍÏ×ÇÎØ×ÎÓÛÚÐ×Ã×ÛÊÎÓÎÕ ÓÎÈÔ×ÔÇÏÛÎÉÌÓÊÓÈÑÎÍÅÉ ÈÔ×Ê×ÉÈÍÊÛÈÓÆ×ÌÍÅ×ÊÉÍÖÌ×ÛÙ× ËÇÓ×ÈÛÎØÅÛÊÏÈÔóÎÈÔ×ñ×ÃÉ Å×ÅÓÐÐÚ×ÛÈÔÍÏ×óÎïÛÊÛÈÔÍÎ Å×ÛÊ×ÓÎÈÔ×ÏÓØØÐ×ÍÖÈÔ× 2012-2013Marathon Media Spending By Category Newspaper Digital 13% 27% International 6% Magazine 9% Out-of-Home 1% Television 44% Budget Total: $1,453,021 ×óìç I- 37 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct ©óÉÐÛÏÍÊÛØÛªÉÌÛÉÈÓÉÙÔ×ÙÑ×Ê×Ø ÚÃÛÊÍÏÛÎÈÓÙÛÐÐÃÊÛÕÈÛÕÐÍÈÍÖ éÌÛÎÓÉÔ×ÄÌÐÍÊ×ÊÉùÛÐÇÉÛóÎØÓÛÎÉ ÉÛÐÆÍÊÉÈÊ×ÛÉÇÊ×ÔÇÎÈ×ÊúÛÔÛÏÓÛÎÉ ÉÃÚÛÊÓÈÓÙ×ÄÌÛÈÊÓÛÈ×ÉÖÊÍÏÇÌîÍÊÈÔ ÛÎØÌ×ÍÌÐ×ÅÔÍÒÇÉÈÕ×Î×ÊÛÐÐÃ ÅÛÎÈÈÍ×ÉÙÛÌ×¨ 2012-2013Islamorada Media Spending By Category Budget Total: $810,479 ×óëë I- 43 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct ©èÔ×Ê×ªÉÉÍÏ×ÈÔÓÎÕÏÛÕÓÙÛÐÛÚÍÇÈ ñ×ÃðÛÊÕÍèÔ×Ï×Ê×Ï×ÎÈÓÍÎÍÖ ÓÈÙÍÎÒÇÊ×ÉÇÌÊÍÏÛÎÈÓÙÓÏÛÕ×ÉÍÖ úÍÕ×ÃúÛÙÛÐÐÛÎØÏÛÑ×ÉÃÍÇ ÅÛÎÈÈÍÙÍÏ×ØÍÅÎÛÎØÙÊ×ÛÈ× ÉÍÏ×Ï×ÏÍÊÓ×ÉÍÖÃÍÇÊÍÅÎ¨ 2012-2013Key Largo Media Spending By Category Digital 27% Newspaper 13% Magazine 12% Out-of-Home 1% Television 47% Budget Total: $1,255,061 ×óêð I- 48 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 2012-2013Umbrellas Culture: $329,997 Diving: $450,000 Fishing: $348,550 ×óêê I- 54 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct 30-Sep 23-Sep 16-Sep 9-Sep 2-Sep 26-Aug 19-Aug 12-Aug 5-Aug 29-Jul 22-Jul 15-Jul 8-Jul 1-Jul 24-Jun 17-Jun 10-Jun 3-Jun 27-May 20-May 13-May 6-May 29-Apr 22-Apr 15-Apr 8-Apr 1-Apr 25-Mar 18-Mar 11-Mar 4-Mar 25-Feb 18-Feb 11-Feb 4-Feb 28-Jan 21-Jan 14-Jan 7-Jan 31-Dec 24-Dec 17-Dec 10-Dec 3-Dec 26-Nov 19-Nov 12-Nov 5-Nov 29-Oct 22-Oct 15-Oct 8-Oct 1-Oct Measurability a)Internet click throughs will be monitored and tracked monthly with placement of advertising. (Recommend BPA auditing) b)Google Analytics, supplied by the web provider, will now include district specific tracking and will be monitored closely for market lift and timing. c)Inquiries from trade/meeting publication advertising produces leads to the sales division and directly to lodging industry. The sales division will track these. d)VIS phone calls (area of dominant influence) will be traced to media placement. e)We will track the geographic and demographics of potential visitors to see if advertising is hitting the market. f)Conversion studies will be developed by the TDC Market Research Department to measure the effectiveness of selected media to actual visits. g)Print ad tests will be developed by the TDC Market Research Department to measure this visual appeal of our ads and effectiveness of our messaging. Different tracking opportunities will come up during the fiscal year. We will keep all opportunities open to take advantage of these methods. ×óéî I- 76 J. Sales & Promotions Introduction The sales team is comprised of individuals who work primarily in the field, within identified existing markets and potential growth markets. The sales staff interfaces one on one with the travel trade, which includes travel agents, tour operators, incentive planners, meeting planners and receptive operators. The staff also works with state and regional tourist bureaus along with ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys & Key West as a destination. Though the sales team effort acts in concert with the efforts of advertising, public relations, and research, the sales effort is specialized and uses methods unique to the field of sales. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2012- 2013. Objectives 1.To create and maintain a strong level of excitement, product knowledge and demand for the destination among travel trade professionals and consumers. 2.To insure that these travel trade professionals act as an extended sales and marketing arm by promoting the Florida Keys and favorably influencing consumer destination choices. 3.To provide the trade and the lodging industry assistance and professional support utilizing all tools, personal skills, venues and methods available to us in an effort to achieve profitable end results for the destination. 4.To facilitate and liaise booking activity between the lodging/attractions industry and the travel trade buyers of product. 5.To interact with sales and marketing personnel throughout the Keys within the local lodging/attractions industry and participate in idea exchange, seek feedback regarding market activity and garner industry support in selling the destination. 6.To maintain a strong alliance with, and act in concert with, our industry partners to project a unified sales force image among the travel trade and allow for cross selling and/or referrals within Monroe County. 7.To research, target and implement sales and promotional activity in secondary emerging markets both domestic and internationally. 8.To promote specialty or niche market opportunities within the destination. Öóï Goals 1.Develop suggested itineraries for distribution through the Virtuoso web portal and international travel trade. 2.Develop and launch our Key Lime Academy e-learning training tool to domestic travel trade. 3.Revise the “Ten Key-mandments” highlighting sustainable tourism practices. 4.Increase our sales efforts in the Canadian travel market. 5.Increase awareness of the sustainable tourism opportunities available within the destination. (i.e.: lion-fish derbies, catch and release fishing, camping and RV parks, beach clean ups). 6.Develop a promotions program for affinity marketing with targeted partners. 7.Develop a promotional flyer highlighting food/music/special events for domestic and international distribution. 8.Increase our promotional efforts to the Swiss inbound traveler. 9.Increase our exposure in the MICE market both domestically and internationally. Öóî Staff Responsibilities Director of Sales Department administration. Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e. dive, fishing, and gay travel.Oversees activity of sales offices based in the UK and Germany. Develops and implements annual sales plan under budgetary guidelines. Liaises with the advertising agency, public relations agency, research department, Web provider, and fulfillment houses domestically, in the UK, Germany, Visit Florida, Visit USA Committees, trade professionals and journalists. Sales Manager Responsible for implementing sales plan activity for domestic travel targeting feeder markets in the United States. Works with Domestic Tour operators, consumers and retail travel agents in the United States. Provides additional assistance with specific international markets as directed by the Director of Sales. Acts as a liaison between sales department and dive umbrella. Sales Manager Meetings & Conventions market. Works with corporate, national and state association planners and incentive planners to generate group business for the Keys. Provides additional assistance with retail travel agents and consumer events in the domestic market. Sales Manager International Market. Responsible for implementing sales plan activity in Europe, Canada and Latin America. Provides support for retail agents, tour operators, and US based receptive operators. Works closely with sales offices in the UK and Germany in the implementation of our international sales plan. Sales Manager (Part time) Responsible for implementing sales plan activity in gay market. Participates in trade and consumer oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination booth at specialty market expos as outlined by the Director of Sales. Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom, Marketing, Ltd. Scotland, Ireland, France and Scandinavia. Participates in tradeshows, and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in the UK. Assists in sales missions and initiates sales calls. Liaises with KBC PR agency. Öóí Axis Travel Maintains Florida Keys dedicated phone line for Germany, Marketing, Ltd. Switzerland and the Benelux countries. Participates in tradeshows, and provides support for continued trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions and initiates sales calls with the assistance of a German sub-agency called Get It Across Marketing. Also liaises with Mikulla Goldman PR agency. Sales Assistant Provides administrative support for all sales staff. The sales staff is responsible for planning, organizing, and executing sales activities as they relate to trade shows, sales missions, presentations, fam trips, sales calls and coordinating and encouraging industry participation. The sales staff provides on going customer support through telemarketing, trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips and general assistance. Each manager provides a report following each venue and organizes all leads generated as a result of a sales promotional event or trip for processing by the sales assistant and forwarding to the industry for follow-up. The sales staff reports to the Director of Sales and the Director of Sales reports directly to the Marketing Director of the Monroe County Tourist Development Council. Methods of Sales Trade Shows - Organized and established exhibits domestically & internationally. Normally the format is standard full booth (10’ X 10’) or (8’ X 10’) pipe and drape, trade table (jr. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. 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. 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 Öóì also include hosted breakfast/lunch/reception/dinner training seminars and product presentations to the trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A hosted reception is often appropriate and provides a casual atmosphere in which to network, but with the clear objective being product exposure. Missions are commonly organized by Visit Florida and open to statewide participation. Many times, we organize a destination specific mission with industry partners. Both are very valuable venues. “Destination Days” occur when representatives from a destination set up a tradeshow environment within a tour operator, airline reservation center or incentive planners office. Presentations are given to the sales/reservations agents on how to promote our destination to their clients and consumers and to update them on new product and current events associated with the travel industry. Sales Calls - Sales calls are comprised of meetings with travel trade partners where an appointment is held. Sales calls can be executed by an individual or in a small grouping of sales people. Sales calls are effective and the customer is usually pleased that the sales person has taken the time to visit them personally and provide materials such as brochures, videos, etc. Sales calls are the most effective method of establishing or maintaining a relationship with a valued customer. Familiarization Trips - Familiarization trips are the optimum opportunity to showcase your product first hand. These trips are organized and attendees include travel trade professionals who have been qualified beforehand. 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, cultural events, art galleries 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. Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it can be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to any market, trade or consumer. It can be a very effective tool. Electronic Marketing - Electronic promotion of our destination using various internet media including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is cost effective, reaches an audience that staff would not be able to physically visit, available across every time zone during business hours, is targeted and trackable. This is an excellent Öóë follow up tool to sales missions, trade shows and keeps established clientele informed on destination updates. It can also be used as an educational source for meeting planners, travel agents and tour operators. Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be proactive and soliciting or simply responsive and reactive providing necessary sales support. The TDC sales office, the media hotline at SNA, the Chambers’ VIS lines, and the dedicated UK and German lines are the telemarketing centers of our organization. Affinity Marketing – Affinity marketing is a method of selling goods and services by creating partnerships with similar or compatible companies and brands. This increases brand loyalty for both companies and products and heightens market awareness of both. 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. Additionally, we frequently offer brochure distribution opportunity when it is not feasible to offer delegate participation. Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally funds a function or event in return for market exposure of some sort. Sponsorships may range from a small-scale activity such as a coffee break to a large-scale event such as a trade function sponsor. All sponsorship participation must be evaluated by its potential benefits. Lead Generation - The sales staff accumulates leads as a result of almost every effort we make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed along to the industry either via e-mail with the post trip report or via fax. Timely processing and distribution of leads is a critical component. The leads may vary in quality, but each lead is distributed as a result of a direct request from a travel professional. Sometimes this includes consumers as well. Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to both our industry partners as well as to the travel trade is essential in determining the results of a sales effort. Lead follow up can be accomplished through different methods including: contacting travel trade to determine action steps taken as a result of our meeting, contacting meeting planners to determine how many properties responded to their request for proposal or contacting trade partners to determine booking volume as a result of a training or sales call to a reservation call center. Social Networking Programs- Sales staff will be working with meeting planner, travel agent and tour operator associations who have established community bulletin boards and/or blog postings on their organizations web pages. Öóê International Overview The number one international inbound market for the Florida Keys and Key West continues to be Canada. Our neighbor to the north has provided us with steady growth for several years and with the Canadian Dollar reaching parity with the US Dollar, more and more Canadians are coming to Florida for both leisure and investment opportunities. The Toronto area, (also known as the Golden Horseshoe region) is the most industrialized region of the country and contains 26% of the Canadian populace. Air lift from this area is competitive making a vacation in Florida and the Keys affordable and reliable. Another area of Canada worth exploring would be the west coast region of Vancouver. The weather is cold and damp most of the year, Hawaii has been over visited and Mexico is perceived to be a security risk. The Keys offer an opportunity to discover something new and different while providing those attributes that Canadians enjoy; warm weather, sunshine, turquoise water while providing a safe and secure environment. Due to the distance, this region would potentially provide us with a longer length of stay, mirroring that of travelers from California. For the past four years, we have seen continued double digit growth from certain regions within the European Union, while other markets experienced negative growth, and have yet to correct themselves. The UK and Ireland were the first of the European Union countries to feel the effects of the debt crisis, and the decline in visitor numbers from these regions reflected the austerity measures put in place. These two countries were mostly affected by the housing/mortgage bubble, whereas the crisis that is sweeping across the continent now is reflective of a deeper financial insecurity as it relates to the stability of the Euro as a currency. Germany has been the economic machine of the union, with exports to fellow EU countries driving GDP, consumer confidence and keeping the Euro trading strong vs. the U.S. Dollar. The United States has been perceived as the ‘go to’ destination for German travelers in that the dollar is considered a value currency, airlines have increased lift, it is considered to be a safe destination, and for Florida and the Keys, we have been free of any tropical occurrences for several years. With the Middle East going through its growing pains, resort areas in Spain and Turkey being negatively perceived with regard to “value for price paid”, Florida has enjoyed incredible demand from this market. With unsustainable growth during the past four years coupled with the growing uncertainty of the Euro as a currency (and its forecasted weakening against the U.S. Dollar), we should expect a slowdown in visitation from some of our international markets. The traveler’s perception of favored destinations will always achieve its pinnacle and then begin to realize a decline, so we should be prepared for some sort of slowing for next year, regardless of how the EU handles the Greek/Spain/Portugal crisis. This change may be in the form of visitation remaining flat year on year or actual decreases in the number of visitors, most notably during the non-traditional and less popular winter travel months. Öóé In order to address this, we are looking at putting promotional efforts in place that target those countries which are not directly tied to the Euro as a currency, and into those European Union countries who continue to show economic resilience and consumer confidence. Switzerland has once again become the financial safe haven for global investors and the wealthy, and as a result, the Swiss Franc is at an all-time high vs. the U.S. Dollar. The financial and construction sectors are booming and airlines are responding to this confidence with increased lift to Miami, Orlando and Tampa. We are reaching record levels of inbound visitors from this small country. It is estimated that over 400,000 Swiss will visit the United States within the next year, which represents the highest per capita ratio of visitors considering their population is estimated at 7.5 million residents. In the Scandinavian region, Norway, Sweden and Denmark retained their own currency (each country has their own respective Krona), therefore have not been adversely affected by the Euro zone financial crisis. Although Finland is trading the Euro, the economy remains robust. All four countries continue to have successful manufacturing output, strong consumer confidence and are experiencing high demand for travel to the value priced United States. The Irish economic crisis has finally stabilized and consumer confidence is slowly returning after a four year drought. The austerity measures, constant barrage of negative press and relentless harsh weather has driven the Irish to travel long-haul again and tour operators are increasing inventory in their brochures due to the increase in inquiries from consumers. In the United Kingdom, the finance ministry reported that the country officially went into a ‘double dip’ recession based on GDP in the first quarter of 2012. That coupled with the Queen’s Jubilee celebration and London hosting the Summer Olympics, has negatively affected the psychological stimulus needed to encourage long-haul travel. When the euphoria of a “Very British Summer” has waned, the pent up demand will be palpable and the first sector to travel will be ‘those with means’. With this second recession, the realization of a class system is beginning to become more visible. Those with discretionary income are booking destinations like the Keys, and are using our higher end products, while those who find the current economic climate more difficult, are choosing cruise holidays or charter flights with prepackaged itineraries to mass market destinations like central Florida. The one country in the euro zone who defies all economic logic is Italy. Feedback received from this market continues to highlight an increase in demand despite economic data and austerity measures that should indicate otherwise. It has been reported that those in higher economic brackets are traveling to the Italian speaking region of Switzerland, to purchase their holiday, to avoid paying an exorbitant luxury tax. The Italian visitor has always been one that provides the destination with a longer length of stay and is willing to visit during the challenging months of August and early September. Our destination will attract the higher end Italian traveler using four star properties or unique guest houses. The country to watch next year will be Brazil. Inbound numbers to Miami continue to increase exponentially. The Visa process has become much easier and Brazil is on the political fast track to be included in the Visa Waiver program. However, the Florida Keys does not offer those attributes that Brazilian’s prefer, such as high end shopping, gambling and theme parks. They Öóè are very interested in our scuba diving opportunities, so that coupled with our geographical positioning to the #1 port of entry to the U.S. (Miami), the Keys may begin to see more visitors from this Latin American giant. Argentina will also be monitored as a South American secondary market this year. Countries such as Russia, China and India represent possible future emerging markets for the destination. There are strong language and cultural challenges; therefore while these markets are in the developmental phase, visitation will occur in the form of motor coach tours with guide/escort. We have met with tour operators representing these regions and they all want to learn about the destination and the possibility of bringing more tour groups to the area in the next year or two. These behavioral changes present our destination with new marketing opportunities. We will look at different regions within the EU for growth, development and promote the idea of unique, off-the-beaten-path travel experiences to established markets. We will continue to promote the Keys as a destination providing outlets for ‘experiential and value travel’; where even those who are experienced travelers will find authentic and unique cultural, historical and ‘quirky’ attractions. We have a wide variety of lodging options available to suit anyone’s budget, and have had positive reactions to suggested activities, such as experiencing State and National Parks, our turtle hospital, dolphin programs and interactive adventure activities such as paddle- boarding and kite-boarding. We will continue to monitor the economic situation in Europe and adjust our promotional efforts and messaging as the climate changes into 2013. Our goal is to maintain a significant presence in the international arena and adapt our strategies to effectively target the long haul summer traveler. Öóç Profiles Resources used in the information provided below include the following: See America Committees worldwide, our Visa Vue research reports, various U.S Embassies and the United States Department of Commerce/International Trade Administration. I. EUROPE BELGIUM International Traveler Profile U.S. continues to be the top long-haul destination. California, New York and Florida are the favored areas to visit. The fly/drive market represents 50% of total Belgian holiday travel segment. Average age of long haul traveler is 45-54 years old. Belgians travel from June through mid-September with a peak in July. Belgian travelers are independent, seeking tailor-made trips. Average length of stay is 2 weeks. Travel Preferences and Trends: The potential Belgian traveler will conduct research via the internet about a possible destination in the US before making their travel plans. Belgians prefer the personal interaction that comes with using a travel agent. Belgian incomes allow for a high level of disposable income to be spent on long-haul travel. Seeking more “Adventure Vacations” vs. strictly beach activity but definitely prefer warm sunny weather. Economic Considerations and Political Trends: Belgium economy is fragile however with Brussels being the capital of the EU, there are many stable, high paying jobs for the diplomats hailing from Brussels and the surrounding villages. Four main airlines AA, BA, Delta and UA offer daily flights to the US. Belgium has the sixth highest per capita income worldwide. DENMARK International Traveler Profile: US remains favored choice for long haul destination. California, Florida and New York are the top three travel destinations. Fly/drive packages most popular. Danes enjoy 5 full weeks of annual vacation. Average Length of stay is 17.5 nights. Öóïð Travel Preferences and Trends: Tour Operators are still used for long haul travel arrangements. Travelers are becoming more adventurous, looking for more unique experiences. Danes enjoy long road trips, making the Overseas Highway a ‘must see and do’ for this market. Due to harsh climate, continue to seek sun and warm beach holidays. Economic Considerations and Political Trends: Delta and Continental announced direct flights from Copenhagen to Newark and Atlanta, making connections into the Florida Keys very easy. New seasonal charter service from Denmark into Ft. Myers exposing Florida Keys to more Danes than ever before. Denmark retained their own currency (Krona) therefore the country remains unaffected by the fluctuating Euro. Denmark’s standard of living, with a GDP of USD 40,650 is among the highest in the world. A strong economic base is the catalyst for a 23.1% increase in visitors to the U.S. YTD in 2012 over 2011. FRANCE International Traveler Profile: US remains top choice among long haul destinations. 70% of visitors choose fly/drive vacations, as they are individualized. Average length of stay is 14 nights for fly/drive market. Vacations usually taken between June 30 and September 15. New York, Florida, and California remain the preferred destinations. Travel Preferences & Trends: Today’s generation of travelers is comfortable traveling in English-speaking areas. Bed and breakfast stays are becoming increasingly popular, as the French are looking for a more personal interaction with the local community. Miami is the #2 port of entry for French travelers (NYC is #1). There are 9 carriers offering direct flights to the U.S. daily. Shopping, Dining, Watersports/Seeking the sun are preferred leisure activities. Economic Considerations and Political Trends: Market indicators project continued growth in the French market. The U.S. is expected to continue its designation as first choice in long haul travel. Tour operators are now selling directly to the consumer, thereby passing on the savings and omitting the retail agent. Although the Euro/USD exchange rate has weakened in comparison to last year, the US continues to be perceived as a value destination. Öóïï FINLAND International Traveler Profile: Florida, NY and California are the most popular destinations within the U.S. Majority of Finns choose packages, but trending toward individualized travel. Finns enjoy beach holidays but a growing number are looking for active holidays engaging in modern type watersports. (kiteboarding, paddleboarding, nature based attractions). Florida is the most popular destination for first time travelers to the U.S., families with children and senior citizens. Travel Preference & Trends: Finnish tour operators report that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. 40 % of all long haul travel takes place in the summer (late June through mid-September) is most popular time of year to travel to the States. Visit USA Committee, Finland is reporting an increase in the number of inquiries for Information on travel to the Florida Keys as an extension of the Miami experience. In the long haul market, the U.S. competes mainly with Southeast Asia. Economic Considerations and Political Trends: Finnair has announced direct flights from Helsinki to Miami, twice weekly. British Airways and American Airlines offer connections through Heathrow direct into Miami. Finland decided to retain the Finnish Krona, therefore any fluctuations in the EURO community do not affect this country’s currency rate. A strong economy is the catalyst behind a 7% increase in visitors to the US YTD in 2012 vs. 2011. GERMANY, AUSTRIA AND SWITZERLAND International Traveler Profile: Florida remains the favored U.S. based destination (approx. 19% of German US visitors). Average length of stay is 14 nights. Florida Keys captures 13.8% of German visitors while in Florida. Reasons for traveling: weather, climate, beaches, nature, wildlife. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving. Swiss travels to the USA may exceed 500K visitors for the first time in history this year st (almost 10% increase in 1 quarter 2012, following a 22% increase in the year 2011). Travel Preferences and Trends: Family travel remains strong. Bookings continue to realize during the traditional booking Window of December-February for summer visitation. Non-family travel booking window is shrinking with consumer realizing better deals are attainable closer to departure date. Öóïî Internetbookings not effecting tour operator business. 90% of all long haul bookings are realized through German tour operators and travel agencies with the internet being used for research. Shoulder seasons may see increase in double income, no kids and/or empty nesters. Strong competition coming from the “American West” and National Parks Service. Instability in Mediterranean destinations supports travel to “similar” warm-weather destinations such as Florida. Economic Considerations and Political Trends: Diversified product inventory may positively affect travel to the Keys. German economy is stable; unemployment rate is down to 6.6% (Switzerland: only 3.0%, Austria: 6.2%). The U.S. still perceived as good value for price paid. Consumer debt is low compared to UK and US. Currency exchange rate can become an issue as overall costs for US trips will increase with stronger USD (currently the EURO is 14% weaker than a year ago). For the Swiss, the exchange rate is at an all-time high, therefore may positively affect bookings. Good economy is reflected by travel spending: while German visitation increased by 6% in 2011, German spending increased by 14%. Switzerland has resolved its data exchange issues with US government, so VISA waiver program will be continued beyond this year. IRELAND International Traveler Profile: The U.S. is the most popular long-haul holiday destination. Florida, New York and California most popular destinations. Average length of stay is 14 nights in the U.S. 21 daily scheduled flights into the US with additional charter airlift. One in four consumers claim to be saving for an annual vacation this year. Travel Preferences and Trends: Prefers sunny, warm destinations. Destinations “slightly off the beaten path” becoming very popular. The United States earns one half of Ireland’s long haul travel market. Pre and post cruise itineraries will be our focus for next year while consumer continues to be cautious and seek value for price paid. U.S. pre-immigration and customs clearance facilities provide a unique advantage to travelers connecting through Dublin and Shannon airports. Economic Considerations: Ireland’s economy is fragile. Öóïí The Irish depend on their holidays to rejuvenate in the sun. Florida beach destinations will continue to be favored however value will be the overall deciding factor. Consumers are looking to stretch their holiday savings in the most efficient manner. Upper income bracket will continue to travel and seek destinations that are not too flashy. Business travel to the US is up by 16%, highlighting the slow but cautious rebound of the Irish economy. ITALY International Traveler Profile: U.S. remains as the top long-haul preferred destination. New York, California and Florida remain the most preferred destinations within U.S. Expenditures by Italian tourists in the U.S. is one of the highest from European countries. Average length of stay is 17 nights, with Miami being the second most popular destination visited (#1 is NYC). Fly/drive packages are the most popular, with customer choosing the itinerary and the tour operator providing the estimated cost on an individual basis. 90% of all bookings go through a travel agent. Most of our Italian visitors come from the northern and central regions on the country. Travel Preferences & Trends: Cultural, historical and ecological attractions/activities are preferred when visiting a destination. Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian traveler. Italian tourists tend to make their travel arrangements late (54% of packages were sold between 15 and 30 days before departure). Miami and the Florida Keys realize 65% of all Italian visitors to Florida. Summer peak travel period is July-mid September, with over 45% of all long haul travel occurring during August. Honeymoons are a prime source of market growth. Pre and Post cruise excursions are on the rise. Economic Considerations: The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month shelf life for their British and German competitors. The number of travel agencies in Italy has increased by over 75% in the past decade. Italians will travel to the Italian speaking section of Switzerland in order to avoid paying a luxury tax on long haul holiday purchases. Öóïì THE NETHERLANDS International Traveler Profile: The U.S. is the favored long-haul destination. California, Florida and New York are the top three visited destinations. Florida is the most popular among first time visitors. Miami is the second largest port of entry into the U.S. for the Dutch. Prefers fly/drive vacations, active outdoor activities. The Dutch traveler is usually a young couple without children or active senior market. Tend to be repeat visitors, come from high income group and speak excellent English. Travel Preferences & Trends: The Netherlands has been one of the ten fastest growing international travel markets. Dutch travelers seeking “new” experiences, i.e. diving, dolphin encounters, etc. Florida destinations must maintain its competitive edge to attract repeat visits. Prefer mid priced hotels vs. luxury accommodations. The “active senior” segment is the fastest growing travel sector coming out of the Netherlands. 55% book their vacations online (with an online operator) vs. 29% who visit a brick and mortar operator/travel agent. 55% of Dutch visitors are coming to the U.S. strictly for leisure while 23% are here to visit friends and/or family. Economic Considerations and Political Trends: The U.S. is expected to remain top long haul destination due to safety and security issues with other long haul beach and warm sun destinations. The U.S. is still perceived as a value destination. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors. As with other EU countries, the Dutch economy is very fragile and focus will be on value vacations. We may experience little to no growth in the next year due to the economic pressures within the EU community. NORWAY International Traveler Profile: Most are family oriented, with 1 or 2 children accompanying adults. Average length of stay is 16 nights. Seeking tailor made vacations. Summer travel occurs between end of June and mid-September. Will research destinations on-line, but consult travel trade for actual booking. Öóïë Travel Preferences and Trends: The U.S. continues to be the preferred long-haul destination. Norwegians prefer “sun and coastal” destinations to escape harsh climate. Interested in “action and adventure” travel (scuba diving, deep-sea fishing). Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler. The fastest growing niche market is adventure travel (fishing, golfing, diving). Economic Considerations and Political Trends: Norway is one of the most prosperous countries in the world (world’s 6th largest crude oil exporter and the 2nd largest exporter of natural gas). Per capita GDP income equals that of the United States and has an unemployment rate of 3.3%. Maintained the Norwegian Krona as the official currency, therefore not affected by any fluctuations in the Euro currency. The strong economic base is the catalyst behind the 31.4% increase in visitors YTD to the US in 2012 vs. 2011. SWEDEN International Traveler Profile: The United States is a favored long-haul destination. Top three visited states are: California, New York and Florida. Average Length of stay is 17-21 days. Prefer destinations offering sun and beaches. • Most are family oriented, with 1 or 2 children accompanying adults. Travel Preferences and Trends: Eco tourism and soft-adventure trips on the rise. Most travel is conducted June-September. Annual growth in number of Swedes visiting U.S. was double digit yr. on yr. Prefer fly/drive packages with “add on” opportunities. Very comfortable with the English language and American customs. Economic Considerations and Political Trends: Swedish economy has stabilized; unemployment at 7%. Only Scandinavian country to have the Euro as the official currency. Greatest growth potential is in holiday fly/drive tours. Tour operator market is highly competitive; service and value are key. Öóïê UNITED KINGDOM International Traveler Profile: Orlando captures a vast majority of the mass market share for UK visitors to the top three U.S. cities visited (New York, Las Vegas and Orlando). Top three visited states were Florida, New York, California. Stays for 12.3 nights. School summer vacations begin mid July through early September, with peak travel times during the month of August. Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed and breakfast type accommodations or high end luxury resorts. Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is seeking more action and adventure. Travel Preferences & Trends: Up to 75% will use a travel agent. 54% will use a tour operator, whether it be brick and mortar agency or internet based tour operator. 26% will book via the internet, however those that do have no recourse for financial reward if there is a natural disaster, airline strike or suspended service. The secure method is to book through a professional travel advisor so that the holiday, and deposits paid, is insured for full refunds. Favorable view of American culture an important booking factor. Trend towards a late booking market continues however families will book early (December- February time frame for summer travel) to insure flights and preferred dates. The UK traveler continues to search for new areas to visit. Niche markets continue to grow which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay market, empty nesters, motorcycle tours). Economic Considerations and Political Trends: British Pound continues to be strong against the USD. UK economy will continue to be sluggish through next year. Consumers will be cautious on where to spend their money however the idea of a beach holiday continues to be considered as a ‘right’ vs. privilege especially after a harsh winter. With the Euro trading close to the GBP, vacations to the U.S. remain favorable as they still get good value for money spent vs. short haul trips to euro zone countries. Although the UK finance ministry reported that the country officially went into a ‘double dip’ recession based on GDP in the first quarter, the idea of a class system is beginning to become more visible. Those with means are booking destinations like the Keys and are using our higher end products while those who find the current economic climate more difficult are choosing cruise holidays or charter flights with prepackaged itineraries to central Florida. Öóïé lI. ASIA JAPAN International Traveler Profile: The US. continues to be one of the most popular long haul destinations. The top three visited states were Hawaii, California, New York. The states with the greatest potential for an increase in arrivals are Massachusetts, California, Florida. Hawaii will remain at top place. Average length of stay is 8 nights. Stay in 4 and 5 star facilities. Prefers shopping, natural and scenic attractions, “observational tourism”. Amongst packaged and group travelers, 53% used full package tours involving tour guides and local guides. Males in their 30s and 40s are the majority of Japanese travelers to the U.S. Travel Preferences and Trends: Second largest overseas source of inbound travelers. Accounts for 45% of all Asian visitors. More than 70% of visitors the US mainland are repeat travelers. Peaks in travel to FL are during “Golden Week” (Apr 29- May 5),summer vacation (July 17 – August 31) and New Year (December 29 – January 3). Visiting museums, photographing points of interest and shopping are popular. One in five Japanese visitors uses a tour operator for destination information. Travel agencies remain the most widely used source for travel information. Economic Considerations and Political Trends: Enthusiasm for specific destinations is cyclical; Florida is becoming popular again. World events must remain stable in order for the Japanese to travel long haul. Yen remains strong against the USD, making a trip to the U.S. good value. Second largest source of international tourism spending in the US after Canada. CHINA International Traveler Profile: US is the most sought after long haul destination. Majority of visitors are either on business/professional trips or fact finding missions. 55% of visitors in 2011 were first time travelers to the US. Average length of stay is 11 nights. 58% are male and average travel party size is 1.6 persons. 45% of all travelers are between 35-54 yrs old. Öóïè Travel Preferences and Trends: A majority of visitors are on fully escorted motor coach tours with interpreters. New York, California are the most popular destinations. Shopping, visiting iconic/historical places and cultural heritage sites high on priority list. The Chinese are not sun worshippers. They avoid the sun and do not necessarily like the heat and humidity but have a fascination with Florida. 66% of Chinese international travelers purchase luxury branded goods on long haul trips. 80% of outbound travel sales are via the top 3 state owned travel agencies and their branch offices. Economic Considerations and Political Trends: Recent legislation has ordered the DHS to boost the capacity for issuing visas in China (similar to that for Brazil) by 40% this year. Exchange rate not an influential factor as most trips to the US are pre paid packages. Significant cultural and language challenges continue to place China in the ‘developmental phase’ for tourism exploration and promotion. The number of Chinese traveling outbound currently represents only 4% of the population. (In Japan it is 13%, Korea it is 25%). Öóïç III. NORTH AMERICA CANADA International Traveler Profile: Florida remains the #1 destination of choice. Average age is 45-64 years old. Prefer sun and beach destinations, although cruises and golf tours coming on strong. Average party size is 2.1 persons, and average length of stay is 8 nights. Travel Preferences & Trends: Florida, California, and Arizona rank as top non-border state destinations. Canadians prefer to use their cars to travel with only 30% using air lift services. 55% of all Canadians traveling to U.S. originate from Ontario province. 50% of Canadian tourists prefer to stay in hotels or motels. The Canadian traveler seeks “value for price paid” when selecting accommodations. Represents the largest inbound travel market to the US. Economic Considerations: The Canadian dollar has strengthened by double digits in relation to the U.S. Dollar; this may stimulate an increase in Canadian inbound travel. Sun destinations like Mexico and all inclusive resorts in the Caribbean, including Cuba, are competitive. Canadian economy forecasted to grow. Ranks Number 1 in tourism receipts for international visitors based on volume. IV. LATIN AMERICA ARGENTINA International Traveler Profile: 47% traveled on holiday/ 48% on business. Top 3 states visited are Florida, NY and California. Average length of stay in the U.S. is 20.8 nights. Miami is the No.1 Port of Entry to the US. 73% prefer hotels, resorts. 94% are repeat visitors to the U.S. Travel Preferences and Trends: Enjoy shopping, dining out, sightseeing, visiting iconic sites, attractions. Many wealthy Argentines travel 2 or 3 times per year to the US. Argentines tend to be well traveled and will split their travel planning evenly between packages and FIT bookings. Öóîð 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. The top ten tour operators in Argentina generate more than 50% of long haul travel transactions. Will travel during the summer school holidays (December-February) and winter school break (July). Economic Considerations: Currency exchange rate has remained almost flat at $1USD=4.51 ARS Unemployment rate is estimated at 7.8%. Great disparity between ‘the haves and the have nots’ within the country. Well heeled businessmen have invested in the U.S., most especially in the Miami area while the USD was weak and have done well in their investments. These business people bring their families over several times a year and mix business with family holidays in Florida. Current administration losing popularity in-country therefore economic policies and consumer confidence falling. BRAZIL International Traveler Profile: Top three visited States last year were Florida, New York and California. Miami is the number one Port of Entry for Brazilian travelers. 85% of visits are for business travel. The majority of Brazilian visitors to Florida enjoy a household income of over $100K. Tends to combine business trip with leisure excursions. Brazilians tend to travel to FL in July, followed by December and January. Travel Preferences and Trends: A majority of visitors to Florida hail from either Sao Paulo or Rio de Janeiro. There are 92 flights from Brazil into Miami a week. Favorite past times are shopping, nightlife and theme parks. 52% of outbound travelers vacationed with their family. 62% of Brazilians used a travel agent to organize outbound trips. Recent legislation has ordered the DHS to boost the capacity for issuing visas in Brazil. by 40% this year. An experimental program to waive interviews for low risk travelers, (visa renewals, younger or older first-time applicants) is in process as well. Economic Considerations: Brazil is now the sixth largest economy in the world. Unemployment rate is forecasted to end the year at 5.8%. Easy credit extended by the banking system is allowing more Brazilians to purchase travel packages that can be paid in 12 installments. Öóîï GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW The group meetings and incentive market remains a vital revenue-generating component for many of the hotels and resorts throughout Monroe County. It provides a strong occupancy base which helps drive RevPar within the hotel. Group business also contributes to the overall food and beverage revenue on property as well as on-site watersports concessions, gift shop revenues, etc. This revenue influx also impacts our local attractions, galleries, restaurants and retail shops as a majority of the travel and accommodation expenses for attendees are usually covered, thereby allowing them more discretionary spending while visiting a destination. An attendee of a meeting in the Florida Keys is also a potential repeat leisure traveler, is not affected by the school vacation calendar and can theoretically travel at any time. More and more companies prefer mid-week travel so as to not disrupt attendees’ personal time. This works well for our destination when the leisure demand is typically higher over the weekend. As corporate confidence has returned, so has traditional meetings and incentive programs. Meeting planners continue to book with confidence and we are experiencing a return to longer booking windows that stretch well into 2014. The destination, with its variety of lodging choices, meeting venues and group activities, is poised to re-launch itself to the group segment as a formidable competitor for up-market programs. Flexibility, choice and unique travel experiences are desirable to an emerging Generation X business travel segment, which now makes up a higher portion of business travel than baby-boomers. Eco-friendly practices, Wi-Fi availability and unique experiences outside of the boardroom are all components of a successful program. The Generation X business traveler is seeking destinations that are casual, technologically friendly and areas that offer ‘cool, hip and eco-friendly’ components. The Keys are perfectly positioned to promote to this type of burgeoning corporate business traveler. There remains a component of conservatism as it relates to room blocks, food and beverage (F&B) attrition clauses. Many planners had been negatively impacted by these penalty clauses from past meetings when the economy soured; therefore they are looking to maximize value while limiting their risk when committing to an event. However as corporate confidence builds, these same planners are willing to pay higher room rates when they pick up beyond their contracted room blocks. This trend is being experienced in both the high and low demand times of the year. It makes it difficult for the properties to accurately forecast revenues for F&B as many groups will stay within the contracted budget minimums even with increased attendance. Specialized group market segments that seek more upscale resort product include the traditional incentive award trips. These programs require little meeting space, patronize the food and beverage outlets on property, participate in the watersports concessions available on and off site, offer dine around options to their attendees and purchase upscale gifts locally as a memento from their trip. Many of these attendees return later in the year for personal vacation or extend their stays to enjoy the destination on a more private basis. Establishing and maintaining relationships with the buyers of incentive travel is critical in maintaining a competitive edge in this marketplace. We will market the destination through events with a formal appointment structure. Many of the established trade shows are moving towards this “hosted buyer” format. This is a vetting process which screens candidates for future business potential and the ability to Öóîî make final decisions. These events offer a more comprehensive way to reach key decision makers face to face and are growing in popularity with attendees. In addition, staff will concentrate on promoting midweek business which is considered a ‘need time’ throughout the year. The cold weather markets continue to be strong for the winter and spring seasons with those planners allowing for a longer booking window yielding a better room rate and availability. The opposite is true for the summer and fall, where shorter booking windows yield better rates and availability. Efforts to cultivate summer group business would achieve a better return on investment by focusing on the central and southern geographical regions of Florida, and those Southeast markets closest to the Atlanta metro region. The meetings and incentive market will remain a critical component to the success of the destination overall. The market mix in the upcoming fiscal year must meet the needs of the variety of resort properties that have an interest in the meetings and incentives market. As a unique destination for groups, we will continue to seek meetings and incentive business ranging in size from 15 to 500 attendees. Geographic marketing continues to be applicable within the traditional feeder markets such as the Northeast, Mid-Atlantic, Midwest and the Southeast. We MI will also look at introducing the destination to the international MICE (eetings,ncentive, CE ongress and xhibitions) market and position ourselves as a viable alternative to South Florida urban resort options. Permeation within these markets will be accomplished through direct sales efforts as well as electronic and affinity marketing promotions. Öóîí GAY/LESBIAN MARKET PROFILE The gay market continues to be a reliable and growing segment in the overall tourism mix. Occupancy in the gay and all-welcoming properties is strong, and more gay travelers are choosing to utilize mainstream hotels for loyalty program redemption holidays and for their upmarket service. Community Marketing Inc.'s 16th Annual Gay & Lesbian Tourism Report found that Key West ranks among the top 20 destinations in the U.S. for leisure travel by gays and lesbians. The gay and lesbian consumer profile is going through some evolutionary changes, and the destination is poised to capitalize on this evolvement. These changes are evidenced by Logo Television’s decision to cease its original raison d’etre - their claimed reason for existence – gay-focused television. In a recent survey conducted by Logo in partnership with Starcom Mediavest Group and its Beyond Demographics (TM) series, only 30% of those surveyed indicated they preferred living and socializing in exclusively gay and lesbian communities. This trend is also evidenced by the fact that many gays and lesbians do not hide being gay and no longer feel the need to showcase their lifestyle. A large percent of those surveyed define themselves by multi-dimensional notions, other than purely on their sexual orientation. Along with the ‘mainstreaming’ of gays and lesbians within our communities, come preferences of how and why they travel.These changes need to be addressed in the positioning of our destination to this market segment; maintaining an accepting and safe destination where everyone is welcome, yet not profiling them to the point where they are singled out. Vacations, holidays and get-away trips remain important to the LGBTA - Lesbian, Gay, Bisexual, Transgender, and Allied communities. Allied has been added to the mix as many gay men and women enjoy traveling with non-gay friends and family, and look for destinations and accommodations allowing them to be together during their holidays. Key West lends itself perfectly in order to accomplish this marketing goal. The Florida Keys and Key West long ago began ‘gay streaming,’ which means presenting both gay and mainstream offerings to gay visitors. Studies by the TDC have shown that we welcome over 226,000 LGBT visitors annually who overnight in a variety of our lodging properties and take part in many of the same activities as do the mainstream visitors. LGBTA visitors are more likely to engage in repeat visits to the area with a length of stay averaging 4 to 7 nights per visit. Award winning, cutting edge advertising continues to keep the destination as a hot topic of conversation; especially with the recent airing of a gay-themed commercial during the network show GLEE. This advertising combined with domestic and international public relations efforts complement the sales departments outreach to the travel trade and consumer. One-on-one sales promotions offer the opportunity to present the destination as a welcoming, inviting and safe choice for one’s vacation. Communities with historically large LGBTA populations remain a focus of our sales outreach. Support from lodging, attractions and restaurants provide depth to the sales and promotional outreach efforts both domestically and internationally. Öóîì As evidenced in other market segments, the LGBTA traveler is realizing a longer booking window than in previous years. Events and special activities provide the impetus for advance bookings with Pride, Womenfest, Tropical Heat and Fantasy Fest providing strong motivators for travel to the destination. Newly created events such as Bone Island Bare it All, Key West Bear Fest and the Food and Wine Festival are developing a large LGBTA following. These events are filling the gay specific properties as well as crossing over to mainstream resorts and hotels during the traditionally slower and heat filled times of the year. LGBTA visitors continue to enjoy activities on the water. The all-inclusive snorkel, parasail, jet skiing, and kayak trips are becoming more popular as are the trips to Fort Jefferson. Shopping, theatre, and dining are important activities with our gay visitors and provide ‘depth’ to the destination. Commitment ceremonies and honeymoons are becoming more prevalent than in past years. The recent Memorial Day weekend and Pride Week saw large groups here celebrating their unions, bringing friends and families for extended stays. The all-inclusive gay cruise industry continues to expand with offerings both domestically and through South America, and to some extent, Europe. As in other markets, the destination’s best defense against the mass marketing budgets of cruise lines is to offer pre/post itineraries that include gay and gay-friendly options in the Florida Keys. Throughout the year the destination is promoted through affinity marketing opportunities at media events, regional recognition events such as the GLAAD Awards and at fundraising events for community based non-profit organizations. Packages include lodging, attractions, dinners and destination photograph books. This constantly evolving market requires creative efforts to maintain the destination’s position and capture the attention of potential visitors. Key West has always been on the forefront of trends within the LGBTA community, and as this segment evolves, we will market ourselves accordingly. Öóîë DOMESTIC MARKET OVERVIEW During the past year we experienced a consumer that was ready, willing and able to travel under the pretenses of escaping from a weary world. The fragile confidence we began to realize in the previous year morphed into a consumer who had, over the course of four years, stabilized their personal financial health and were now able to spend money on indulgences such as travel. These consumers were still mindful of the concept of value; however they had the financial confidence to pay for a truly rewarding ‘experience’. Our visitor numbers were helped by the fact that traveling oversees remained very expensive and the messaging of the Florida Keys as a premier getaway destination provided the motivation to want to leave their troubles behind and just decompress and relax. Most consumers have access to what seems like limitless information portals for the best ‘deals’, insider tips, product reviews and travel websites. Due to this information overload, they no longer feel the need to be ‘sold to’; the consumer is now the expert. By providing these travelers with unique experiences they feel rewarded not only physically through relaxation, but more importantly awakens them on a spiritual, emotional and intellectual level.As a result, they will gain bragging rights over their friends and neighbors and possibly write their own blogs or reviews. The traveler seeks opportunities that engage them in experiences directly tied to the local culture; listening to live musical performances by local artists, experiencing the wonders that exist in our marine sanctuary, participating in one of our volun-tourism opportunities and dining on local cuisine. These experiences provide the backdrop for participants to feel good about how and where they travel. This type of visitor tends to look for destinations that embrace sustainable tourism; one that maintains a smart balance between high standards of lodging while incorporating a sustainable attitude towards the environment and its residents as it relates to tourism. The traveling consumer is also attracted to destinations that stimulate their creative thought processes, and the destinations’ wide array of art galleries, theater productions, live music and local festivals offer this type of engagement and psychological reward. Smaller lodging facilities throughout the destination are capitalizing on the trend of experiencing “the road less travelled”; where a visitor’s experience is unique and different from anyone else’s because of their individual discovery of a cool, funky, local place. The visitors who discover our many inns or small hotels generally return year after year and recommend such lodging to their friends and families. The Northeast and upper Midwest regions will visit our area predominantly during the colder months, with shoulder seasons providing a respite from unpredictable weather patterns that have plagued most recent spring and fall seasons. Guests from the Southeast and year-round Florida residents provide us with the biggest opportunity for summer promotional efforts. Emerging domestic markets include Texas (Austin area), California and the Northwest coast, where summers can be cold and damp, and winters are dark and stormy. Due to distance, these regions will drive a longer length of stay and have the potential to fill our shoulder season months. We Öóîê will coordinate our sales and promotional efforts in these regions to coincide with consumers decision making and buying cycles. This year affinity marketing efforts and electronic promotions across all domestic market segments will continue to put the Florida Keys in the forefront of recommended destination planning. A concentrated promotional campaign highlighting our “off the beaten path” restaurants, diverse marine life, interactive attractions, local art galleries and live music will continue to stimulate interest in the Florida Keys and set us apart from other in-state destinations. These special promotions events will become a regular marketing effort under the sales program. Öóîé 2012-2013 SALES ACTIVITY CALENDAR OCTOBER 2012 October 8-11 Adventure Travel Trade Association Summit Lucerne, Switzerland Registration: $2300. Stacey Mitchell The Adventure Travel World Summit (ATWS) delivers a premier international forum for executive-level industry networking, multi-disciplinary sessions aimed at sustainable tourism and solutions-oriented dialogue, debate, and deliberation on critical topics. This three day event will afford our destination to exhibit amongst world renowned adventure and eco-friendly destinations, and participate in a mix of strategic and tactical interactive roundtables, workshops and forums with a focus on sustainable tourism. October 11-12 Sales Calls to London Based UK Operators London, England Registration: None Stacey Mitchell Targeted sales calls will be conducted in the greater London area in preparation for World Travel Market and establishing strategic promotional partnerships for the upcoming winter booking season. October 11-13 IMEX-America America’s Worldwide Exhibition for Incentive Travel, Meetings and Events Las Vegas, NV Registration: $7000. Jack Meier The IMEX Europe event has been running a successful hosted buyer forum in Germany for over 20 years. This will be the first time the event will be held in the U.S. focusing on showcasing American based destinations to the MICE market. Appointments are buyer-led; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore your time is efficiently used meeting with only those meeting planners that are interested in your product. We are exhibiting within the Visit Florida booth to minimize our exposure during this inaugural year. Öóîè October 12-14 Atlanta Pride Atlanta, GA Registration: $475. Steve Smith nd This is the 42 annual gay pride event held in Piedmont Park, downtown Atlanta. This two day event is the largest pride event in the Southeast and draws over 250,000 from Georgia, Alabama, Tennessee, North and South Carolina. Past participation at this venue shows a growing interest in the destination making this an affordable outreach to consumers with a propensity to travel. Convenient non-stop flights on Delta, as well as one stop affordable flights with Southwest/Airtran and American add to the destinations draw from this region. October 18-20 TTG Rimini Rimini, Italy Registration: $8200. Martinengo Assoc. TTG Rimini is the premier B2B event in Italy with an appointment based approach; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore your time is efficiently used meeting with only those tour operators who actually book Florida product. We are exhibiting within the Brand USA pavilion to minimize our exposure during our inaugural participation and will be assisted by our Italian based Trade and Media Relations firm, Martinengo and Associates. October 27-28 Birmingham Dive Show Brimingham, UK Registration: Covered by Dive Umbrella Axis Travel Mktg. Co-op available at $850. Limited to 3 delegates DIVE 2012 is the largest showcase for the sport of sub aqua diving in the UK. Whether you’re looking to start diving, want the latest new gear, training courses or exotic holidays, you’ll find it all at DIVE 2012. Over 300 companies will be participating and in-hall dive pools, top speakers and many dive related travel features will be showcased. Among the exhibitors are manufacturers and retailers of diving equipment, training agencies, tourist boards, travel agents and dive holiday destinations, etc. Öóîç October 31- November 2 13th International Conference on G&L Tourism and Travel Expo San Francisco, CA Registration: $450. Steve Smith th This is the 12 year that the destination has participated in this three day conference. The venue offers strong networking with sellers of travel as well as members of the GLBT media throughout North America. A table top expo will be held during the conference and is open to both travel professionals as well as consumers. This event also leads into the Greater Palm Springs Pride Event outlined below. NOVEMBER 2012 November 3 -4 Greater Palm Springs Pride Palm Springs, CA Registration: $800. Steve Smith This is the 24th year Palm Springs has held a Gay Pride event. Palm Springs is California's gay getaway city with both a large day and lesbian residential population plus visitors from throughout California and its surrounding states. This venue would promote the destination to the West Coast gay community encouraging them to take their holidays to the Keys rather than the Hawaiian Islands. November 5-8 World Travel Market London, England Registration: $40000. Stacey Mitchell/Axis Travel Co-op participation available at $1200. per delegate in destination booth. Brochure Distribution available at $300. per property. World Travel Market is the UK’s largest annual travel trade show. This show will be held at the Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the state industry to exhibit their products and meet with travel agents, tour operators, and travel media. The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys will continue to show a strong presence in this marketplace to build on existing trade relationships as well as identifying emerging “niche” travel markets. Öóíð November 25-29 AER/Delta Airlines FAM Florida Keys, FL Registration: N/A Staff German based travel representatives, sponsored by Delta Airlines, will be visiting the Florida Keys for an exclusive in-depth familiarization visit. We will be highlighting new product, newly renovated product, sustainable initiatives as well as our soft adventure activities. DECEMBER 2012 December 15 Holiday Showcase Chicago, IL Registration: $3500. Jack Meier The Association Forum's annual Holiday Showcase is Chicagoland's #1 business services and meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet with suppliers and take care of multi faceted business needs in one day under one roof. In 2009, more than 2,000 qualified buyers were on the show floor that featured more than 400 booths and over 700 different businesses. This show attracts a different planner than that of the Motivation show. JANUARY 2013 January 9-13 Vakantiebeurs Utrecht, The Netherlands Registration: $3250. Marcel Sprenger/Get it Across Considered the largest travel and tourism event in The Netherlands, over 136,000 consumers and travel trade attended this show last year. First day is limited to travel trade and media only with an appt. based format, and the TDC will have the ability to conduct one on one educational presentations with select members of the travel trade via a ‘fair share reception’ coordinated by Visit FL. The U.S. is the number one preferred long-haul destination for the Dutch market, capturing 32% of the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen adventure and eco tourism. Öóíï January 12-13 LA Times/Adventures in Travel Expo Long Beach, CA Registration: $6950. Yves Vrielynck Co-op participation available at $750. per property. Brochure distribution available at $250. per property. Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. This event has partnered with the LA Times consumer show, which has been very successful in the past. January 24-26 Florida Huddle St. Augustine, FL Registration: $2500. Sabine Chilton / Stacey Mitchell Co-op participation not available at this time. Keys exhibitors should contact International Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of registrants from the destination warrants. Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to promote Florida product to the international FIT and group tour market. There are only 2 shows per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as cost prohibitive and will give you Florida-specific exposure. January 26-27 Philadelphia Inquirer Travel Show Philadelphia, PA Registration: $3500. Sabine Chilton Co-op participation available at $750. per property. Brochure distribution available at $250. per property. The Florida Keys will be exhibiting at the largest consumer show in the Greater Philadelphia/South Jersey metro area. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into Öóíî April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Conceptually similar to the Boston Globe Consumer Show, members of the travel trade were available on site to book ‘show specials’. January 26-27 Chicago Travel and Adventure Show Chicago, IL Registration: $6950. Jack Meier / Yves Vrielynck Co-op participation available at $750. per property Brochure distribution available at $250. per property. Formerly the Adventures in Travel Expo, this is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year’s show and the greater Chicago-land area continues to be one of our key winter feeder domestic markets FEBRUARY 2013 February 5 Visit USA Sweden Stockholm, Sweden Registration: $1250. Sabine Chilton Scheduled one day prior to Reiseliv, this show is the perfect venue to meet and interact with the key decision makers of the Swedish travel trade. This one day workshop attracts approximately 200 trade professionals and members of the travel media. February 7-10 Reiseliv Lillestrom, Norway Registration: $3500. Sabine Chilton Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market place for the Norwegians and international trade industry. The show is open to both travel trade and consumers. Last year’s attendance reached 40,000 visitors. Due to the Öóíí importance of this growing market, we will be attending the event in person vs. via brochure distribution. February 9-10 The Boston Globe Travel Show Boston, MA Registration: $3100. Jack Meier/Staff The Florida Keys will be exhibiting at the largest consumer show in the New England area as part of the Visit Florida pavilion. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Last year more than 1,000 travel agents and 12,000 consumers attended this event, and Visit Florida stated that the Florida Keys were one of the most requested destinations within their pavilion. February 15-17 Our World Underwater Dive Show Chicago, IL Registration: Covered by Dive Umbrella Yves Vrielynck Our World Underwater is a dive specific consumer show. Cooperative participation available to the first six (6) Dive Industry delegates at $300. per Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the Midwest market, where research has shown a large percentage of certified divers. February 16-17 San Francisco Travel and Adventure Show Santa Clara, CA Registration: $6950. Stacey Mitchell/Staff Co-op participation available at $750. per property. Brochure distribution available at $250. per property. Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. Öóíì February 22-24 Outdoor Adventure Show Toronto, Canada Registration: $1400. Sabine Chilton The Outdoor Adventure Shows are the largest consumer events in Canada that brings buyers and sellers of outdoor adventure products and services. The adventure market has proven to be a successful niche consumer market for the destination in the U.S. and now we are reaching out to the lucrative Canadian market. Over 30,000 consumers attended the Toronto show in 2012. February 22-23 Ferie for Alle Copenhagen, Denmark Registration: $5500. Axis Travel “Holidays for Everyone” is the largest consumer fair in Scandinavia. Although the event is held in Denmark, it pulls consumers from the surrounding Scandinavian region as well as northern Germany. The focus on this show is to highlight destinations that offer a respite from the harsh winters that are typical of Scandinavia, and due to the audience, the event focuses on holidays that offer attractions and activities that appeal to the athletic and adventure seeking Scandinavian traveler. Approximately 63,000 people are expected to attend over the weekend. February TBD Texas Dive Show Dallas, TX Registration: Covered by Dive Umbrella Yves Vrielynck The Texas Dive Show is one in a series of smaller, regional scuba oriented promotional events emphasizing direct consumer contact with scuba suppliers, outfitters, destinations and a few retailers. We have enjoyed success with the Colorado Dive Show (a sister promotional event) and the Texas consumer market has shown resilience in the economic downturn and tends to travel to our region in the shoulder months of spring and fall. With good lift, single digit unemployment and a stable economy, we forecast the TX region to be an area of growth potential for the destination. Öóíë MARCH 2013 March 4-6 Visit USA Italy Showcase Milan, Italy Registration: $4700. Stacey Mitchell Just prior to ITB, delegates from the U.S. will be traveling to Milan, Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient method of exposing your destination to the main travel trade and media partners within the Italian tourism sector. This is a cost effective method of promoting your product to a market segment that travels almost exclusively during the month of August. March 6-10 ITB Berlin, Germany Registration: $45000. Stacey Mitchell /Yves Vrielynck IGLTA Section: $1500. Steve Smith Co-opportunities available at $900. per property. Brochure distribution available at $300. per property. This trade fair is known as the world’s largest tourism showcase. ITB continues to be the “Must Attend” tradeshow for any one who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both niche market and mainstream trade. March 9-10 Washington Travel and Adventure Show Washington, DC Registration: $6950. Jack Meier / Staff Co-op participation available at $750. per property Brochure Distribution available at $250. per property Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines Öóíê are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year’s show and the greater DC/beltway area continues to be one of our key spring into early summer domestic feeder markets. March 16-17 New York GLBT Consumer Expo New York, NY Registration: $4000. Steve Smith Co-op available at $200. Limited number of delegate positions available. th For the 18 year, the Florida Keys and Key West will participate in one of New York’s most successful Gay and Lesbian consumer shows. Last year, 23,000 consumers and travel professionals attended. As a sponsor, our destination will gain more exposure prior to and during the show through direct mail promotions, posters discount coupons, etc. Running concurrently with the expo will be a Gay weddings exhibition. Gay weddings and commitment ceremonies are becoming big business both domestically and internationally, and Key West should position itself as the gay destination wedding location of choice to this lucrative market segment. March 23-25 Beneath the Sea Dive Show Secaucus, NJ Registration: Covered by Dive Umbrella Yves Vrielynck Co-op participation available to the Dive Industry at $300. per Dive Operator. Maximum number of participants will be from six to eight, and final participation will dictate booth space. This is a well-attended consumer show, catering to the Dive Consumer in the lucrative Northeast corridor. We received great exposure at the 2006 show and expect to increase exhibit space this year to 400 square feet. Öóíé April 2013 April 13-15 Florida Encounter with Visit Florida TBD, FL Registration: $3000. Jack Meier Florida Encounter is designed and produced by Visit Florida who allows only partners of the state’s tourism agency to exhibit independently. The two day tradeshow features computerized pre-scheduled appointments and a 1:1 ratio between qualified meeting planners from outside the state with Florida’s top meetings and convention suppliers. For additional information, contact Visit Florida, (850) 488- 5607. April 29- May 5 IGLTA Annual Convention Chicago, IL Registration: $100. Steve Smith This annual event draws over 450 travel professionals. The event continues to grow as the IGLTA membership now exceeds 2,200. Competition for gay tourism dollars is increasing with new destinations vying for this lucrative travel segment. Attendance at this event includes networking and exhibiting amongst members of the travel trade who specialize in gay and lesbian travel. Late April, TBD The Villages Travel Expo The Villages, FL Registration: $500. Staff The Villages markets itself as Florida’s largest and most active retirement community. With a population of 40,000 residents spanning over a three county area, an average HHI of $93,800 where 50% will pay cash for their home and 83% of the residents preferring mid-week travel, the demographics show promising potential to help boost our summer, fall and post-Christmas/early January time periods. We were overwhelmed with requests and enthusiasm last year and the response clearly indicated that these consumers enjoy in- state travel, have a disposable income and can theoretically travel at any time. Öóíè April 23-25 World Travel Market Sao Paulo, Brazil Registration $3500. Sabine Chilton After very successful Brazilian sales missions with Visit Florida, we are planning to participate in this first time ever event. This three day B-2-B event will be open to pre-qualified trade visitors only. As a reminder, with 1.466 million visitors (an increase of 38% year on year) and $2.2 billion in spending (an increase of 50%), Brazil is not the number one overseas market into Florida. MAY 2013 May 5-6 The Scuba Show Long Beach, CA Registration: Covered by Dive Umbrella Yves Vrielynck Co-op participation available at $300. per participant Now in its 22nd year, the annual Southern California based SCUBA Show has developed a reputation as not only the most successful consumer dive show in North America, but also the largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles metropolitan area and Southern California have the largest concentration of active certified divers in North America. Destinations exhibiting at this show include the Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California consumer market. May 28 – June 3 Gay Days Expo Orlando, FL Registration: $1300. Steve Smith/Jack Meier The Annual Gay Days Expo is a 4-day show each year during Gay Days in Orlando. At the expo you will find a variety of products from GLBT friendly vendors on display along with exciting entertainment. The Gay Days Expo has become one of the world’s largest GLBT travel, entertainment expo and business expos. Attending this show offers an opportunity to put your product in front of more than 15,000 affluent, well-educated and brand loyal Gay Days attendees. Öóíç May TBD Benelux Market Sales Mission Brussels, Rotterdam, Frankfurt Registration:N/A Stacey Mitchell, Yves Vrielynck With the assistance of our German sales office, the Florida Keys will be conducting sales calls and updating product managers in Belgium, Holland and Northern Germany on destination initiatives. We will focus on companies where operators don’t have the staff or budget to attend shows like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media functions coordinated through our German PR office in cities where appropriate. Industry participation is encouraged to showcase your product just prior to the crucial contracting season and product launch for 2013-2014. JUNE 2013 June 8-12 TIA’s POW WOW Las Vegas, NV Registration: $18000. Staff Co-op participation available at $1200. per property. Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is key in pursuing the international market, with participants hailing from over 70 nations. This is the most important event for anyone who is interested in maintaining promotional efforts in the international marketplace. June 13-16 Collaborate Marketplace Denver, CO Registration: $2850. Jack Meier Collaborate Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner’s needs in mind. The ‘reverse’ trade show style streamlines the planning process, saving time and money. The suppliers circulate the trade show floor to meet with meeting planners in pre-set appointments. Planners are pre-screened and must have the final decision making authority. Öóìð June 20-22 Incentive Travel Exchange Las Vegas, Nevada Registration: $9500. Jack Meier The Incentive Travel Exchange is committed to elevating the networking and exchanging of ideas between buyers and suppliers of incentive travel to new heights. This computer generated appointment event will pair 100 buyers and 100 suppliers of incentive travel for private one-to- one meetings in an exclusive setting where participants can generate productive and profitable dialogue. Each buyer will be hosted by The Exchange and be carefully screened to ensure that they are a top producing purchaser of incentive travel. Each invited supplier will undergo an equally rigorous screening process to verify that the products and services they represent are of an up-market standard. AUGUST 2013 August 10-12 Northalsted Market Days Chicago, IL Registration: $3000. Steve Smith/Jack Meier Co-op participation available at $200. for four (4) delegates. This event is in its 20th year, and has been a sell out the previous eleven. The event is the largest two-day Gay and Lesbian festival, and attracts over 300,000 attendees, including mainstream consumers. The greater Chicago area remains one of our strongest consumer markets, and continued promotions to this area are recommended. SEPTEMBER 2013 September, TBD IFTM (formerly Top Resa) and Tour Operator Presentations Paris and surrounding regions, France Registration:$5500. Sabine Chilton The Florida Keys and Key West will be participating with Visit Florida in France’s leading Travel Show visited last year by 16,455 trade visitors. We will also attend the fair share dinner where we will meet with key tour operators who have product in the destination. This show will be followed by a week of sales calls in Paris and Lyon, focusing on retail travel agencies selling Florida Keys properties. Öóìï September, TBD Sales Mission to the UK/Ireland Dublin, Manchester, Glasgow Registration: N/A Stacey Mitchell With the assistance of our UK based sales office, the Florida Keys will be conducting sales calls and updating product managers in Ireland, Scotland and Northern England on destination initiatives. We will focus on companies where operators don’t have the staff or budget to attend shows like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media functions coordinated through our UK PR office in cities where appropriate. Industry participation is encouraged to showcase and educate operators on your product at the time of the winter brochure launch for 2013-2014. September, TBD OneWorld Travel Market (OTM) San Francisco, CA Registration: $2750. Yves Vrielynck , OTM begins with two full trade days of destination workshops face-to-face appointments and networking opportunities that bring together 3,000 U.S.-based buyers with international sellers. The trade days are followed by a two-day consumer vacation expo, offering an opportunity for exhibitors to connect with 10,000 San Francisco consumers making fall, winter and spring vacation plans. Öóìî Ongoing Sales Efforts Destination Days Sales Staff Presentations and destination training will be conducted to travel trade professionals in the South Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations,Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies. Electronic Marketing Sales Staff In an effort to increase our exposure to all market segments, sales staff will develop electronic marketing promotions utilizing our current database. These efforts will include electronic postcards, flash programs, e-newsletters, e-zines as well as video. These efforts can be utilized as pre-promotional event notices, follow up tool to trade show participation as well as updates and periodic communications to established clientele base. In addition, on line educational portals, known as Travel Universities, have been created to offer continuing education on the destination to members of the travel trade both internationally and domestically. Öóìí Axis Travel Marketing, LTD. - UNITED KINGDOM Services Provided: Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfillment through fulfillment house Conduct sales calls on behalf of destination Act as a resource by providing support for trade professionals Liaise with offices of Visit Florida in UK Liaise with KBC Public Relations Advise TDC and advertising agency on UK market trends & issues Monthly Sales Report Maintain strong alliance with Visit USA Association Personnel, administration, office facilities, consultation, communications Manage European Financial Operation Other operating costs $50,000 Total Basic Services Operating Budget: Trade Events, Exhibits, Promotions, Special Projects: ActivityActual cost ExpensesFeesTotals Birmingham Dive Show $Dive Umbrella $ 1,500 $1,000 $ 2,600 UK Website Updates $0 $ 0 $1,000 $ 1,000 World Travel Market $TDC Budget $ 1,500 $2,000 $ 3,500 VIP Tour Operator FAM $0 $ 2,500 $2,000 $ 4,500 Pow Wow $TDC Budget $ 2,500 $1,000 $ 3,500 Coop Marketing/UK $0 $ 9,000 $1,000 $ 10,000 Ferie For Alle $TDC Budget $ 2,500 $1,000 $ 3,500 Sales Mission $0 $ 2,500 $3,000 $ 5,500 Destinations Show $4,000 $ 1,500 $1,000 $ 6,500 Newsletter $ 1,500 $1,000 $ 2,500 Affinity Marketing $11,000 $3,000 $ 14,000 Resources $ 12,900 Sub-total $ 70,000 Total Basic Services $ 50,000 Total United Kingdom Budget $120,000 Öóìì SCOPE OF SERVICES in FY 2013 Get It Across Marketing October 01, 2012-September 30, 2013 Germany (Switzerland, Austria) Basic Services Provided Maintain Florida Keys dedicated Phone/Fax line (+49 221 2336 451/450) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfilment through fulfilment house (Presse & Touristikdienst Nentwich) Act as resource by providing support for trade professionals Maintain strong alliance with various Visit USA Committees Liaise with MikullaGoldmann Public Relations Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (diving, gay & lesbian, modern outdoor sports, cultural) Misc. operating costs Total Basic Services $30,000 Operating Budget EUR 1.00 = USD 1.35 Costs Fee Total 1) SALES MISSIONS & CALLS Benelux Sales Mission, May 2013: $ 2,500 $ 3,000 $ 5,500 Covers app. Scheduling, organisation & travel expenses Sales Calls Niche Markets: $ 1,000 $ 750 $ 1,750 Tour operators (Diving, Gay, Modern outdoor sports, MICE) 2) SPECIALIZED SHOWS: Booth & Assistance $ 3,000 $ 3,000 $ 6,000 ITB 2013, Berlin, March 06-10, 2013: (covers app. scheduling, booth assist./ booth manning) $ 1,500 $ 2,250 $ 3,750 Vakantie Beurs, Utrecht (Holland) Leading Dutch trade show with tour operator component Öóìë Gay Programs- 2013 - Germany $ 4,500 $ 3,000 $ 7,500 Gay Prides in July 2013 and other gay related promotions Brussels Travel Expo, December 2012: $ 3,500 $ 1,500 $ 5,000 (covers app. Scheduling, booth manning, travel expenses) $ 4,500 $ 2,500 $ 7,000 IMEX Frankfurt, May 2013: (covers app. Scheduling, booth assist./ booth manning) 3) Travel Trade Trainings/ Roadshows / Seminars See America Workshop, Rotterdam (Holland), $ 2,000 $ 2,000 $ 4,000 Nov 2012 (covers registration, travel and coordination) Visit USA Seminar Switzerland, Feb 2013$ 4,500 $ 2,000 $ 6,500 Registration, travel and coordination (Featured destination, together with Miami and Fort Myers) Visit USA Seminar Austria, Feb 2013$ 2,500 $ 1,000 $ 3,500 Registration, travel and coordination Additional Travel Agent Training Workshops $ 2,000 $ 1,000 $ 3,000 Registration, travel and coordination (tbd) 4) German Florida Keys E-Newsletter -Prod. & Translation of German language print Newsletter$ 2,500 $ 2,000 $ 4,500 5) FAM TOUR$ 1,500 $ 2,000 $ 3,500 Travel Agency Fam together with ARE, Delta and Naples 6) German Fla-Keys Mini Sites $ 1,000 $ 1,000 Coordination of updates/ changes 7) TRADE PARTNER COOP $ 7,000 $ 3,000 $10,000 German TO Marketing Programs Swiss TO Marketing Programs $ 4,000 $ 1,500 $ 5,500 Austria TO Marketing Programs $ 1,500 $ 1,500 $ 3,000 8) German Product Inventory $ 3,000 $ 3,000 Summer 2013 inventory and analysis 9) Consumer Travel Shows: Brochure Distribution: Stuttgart, Hamburg, Munich $ 2,000 $ 500 $ 2,500 Austria (Vienna with Amerika Reisen) $ 800 $ 200 $ 1,000 Switzerland (Luzern with Skytours)$ 800 $ 200 $ 1,000 Öóìê 10) Office Resources$ 1,500 $ 1,500 Total Operating Budget $53,100$36,900 $90,000 Total Operating Budget $90,000 $30,000 Total Basic Services $120,000 Total Germany (Switzerland, Austria) Budget Öóìé Memberships American Society of Travel Agents (ASTA) $ 549 Hospitality Sales & Marketing Association International $ 1,060 Receptive Services Assoc. of America (RSAA) $ 500 Travel Industry Association of America (TIA)$ 2,750 International Gay and Lesbian Travel Association (IGLTA) $ 250 Visit USA Belgium/Luxembourg $ 650 Visit USA France $ 1,500 Visit USA Netherlands $ 1,000 Visit USA Nordic Region $ 1,400 Visit USA United Kingdom $ 850 Visit USA Germany $ 2,120 Visit USA Ireland $ 1,200 Visit USA Italy $ 1,200 Society of Govt. Travel Planners $ 395 Meeting Planners International $ 750 Association Forum of Chicago $ 410 National Tour Association $ 690 American Bus Association $ 500 Adventure Travel Trade Association $ 750 No. American Journeys (NAJ) $ 3,900 National Gay and Lesbian Chamber of Commerce $ 100 International Gay and Lesbian Chamber of Commerce $ 325 Total Memberships $22,849 Öóìè Measurability Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and fulfillment data. 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 Feedback: Current product selling trends within destination. Annual Tour Operator Inventory Reports from the UK, Ireland and German speaking markets indicating number of pages dedicated to destination, increase/decrease of product placement year on year. Monitor visitor profile survey indicating travel trends in different market mixes. Monitor visits to web site: meeting planners RFPs, travel agents and tour operators sections. Öóìç BUDGET Promotional Activities $219,725 Travel Expenses $160,000 Postage/Phone/Xerox $ 60,000 Memberships $ 22,849 Entertainment $ 8,000 Axis Travel Marketing/Get It Across $240,000 Resources $178,426 TOTAL LINE ITEMS$889,000 Öóëð K. Public Relations Introduction NewmanPR’s 2012-13 public relations strategy for the Monroe County Tourist Development Council represents an evolution of previous efforts, both in the audiences targeted and the thematic approach. In past years the agency has used traditional, nontraditional, social and emerging media and promotional avenues to enhance the image of the Florida Keys & Key West as an unparalleled vacation destination. A primary focus on outreach to representatives of such media will continue domestically and internationally. In addition, emphasis will increase significantly on reaching the travel consumer or prospective visitor directly with agency-generated content. Creative messaging, conceived to support overall TDC marketing efforts, will promote the Keys as a relaxing, renewing destination for getaways that are meaningful and memorable. In outreach to media, its audiences and direct travel consumers, the agency will stress the island chain as an authentic, easygoing locale where the vacation experience and the appeal are real, honest and not "Disneyfied" or fake — and therefore have a high intangible as well as tangible value. This focus has evolved from past themes focusing on “unplugged” escapes, experiential tourism and forging personal connections with the Keys. Within these parameters, the agency will publicize the unique nature and diverse attractions of each of the Keys’ five districts, as well as the entire island chain. Vertical-market efforts targeting dive, fishing and cultural travelers also will be a priority, as will initiatives targeting LGBT travelers, the wedding market, the soft-adventure market and more. Messaging also will emphasize the Keys as a sustainable tourism destination offering unique environmental attractions and responsible organizations that engage residents and visitors to explore and experience the Keys’ natural world. During its three decades as the Keys’ public relations firm, NewmanPR has secured media exposure for the destination that is valued at many times the TDC’s PR promotional budget. In the coming year, the agency will use its strong established network of print, broadcast, online and social media — as well as its established channels directly targeting travel consumers — to continue maximizing communication of the Keys’ attributes and offerings. The following outlines a public relations, publicity and promotion campaign for the fiscal year beginning Oct. 1, 2012. Õóï Objectives 1.To promote the Florida Keys & Key West as an ideal destination for authentic, meaningful, enjoyable vacation experiences with a high tangible and intangible value. 2.To use PR strategies to attract new visitors and motivate repeat visitors while promoting the value of longer stays to both markets. 3.To promote awareness and image of the Florida Keys & Key West as a destination concerned about protecting the environment and one that takes steps to preserve it via various “green” initiatives. 4.To promote the destination’s acceptance of and support for diversity to both domestic and international LGBT markets. 5.To showcase the Florida Keys vacation experience to the cultural, environmental, soft- adventure, diving, sportfishing, family travel and wedding and honeymoon markets. 6.To promote awareness and image of Florida Keys special events and attractions. 7.To increase emphasis on German and Canadian public relations efforts while also targeting England, Ireland, Scotland, Scandinavia, Italy and emerging international markets through affiliations with contracted U.K., German and Italian PR firms. 8.To continue to increase utilization of YouTube, Facebook, Twitter and consumer and social networking media to promote the Keys and increase positive consumer “buzz” about the destination. 9.To maintain existing tools and develop new ones to enhance the tourism council’s official website and online pressroom. 10.To implement a PR crisis-management program during significant emergency situations. Goals 1.To develop a promotion on sustainable travel to consumers through activities, including a group press trip, as well as the development and social media promotion of a rewards program for Keys visitors making sustainable choices. 2.To develop additional domestic press trips highlighting the destination’s romance, wedding, multicultural history and cuisine offerings. 3.To develop the fast-growing segment of Millennial-generation travelers through a “Share Your Key Experiences” micro-website section, and associated outreach, as well as conducting a research trip for Millennial social media content creators. 4.To develop a publicity and promotional campaign highlighting the 500th anniversary of the discovery of the Florida Keys and Florida. Õóî 5.To develop a major Web-based promotion with top-rated Field & Stream magazine to create awareness of guided sport-fishing experiences in the Florida Keys among freshwater fishing enthusiasts, and motivate them to fish with Keys backcountry and offshore charter captains. 6.To increase emphasis on reaching Canadian media and consumers by contracting with a Canadian public relations representative for specific projects between Oct. 1, 2012, and March 30, 2013. 7.To organize visits by at least 40 British and European media representatives to the Keys, either in groups or as individuals, to promote the wide range of activities and attractions available. 8.To develop a U.K. “Keys Green Code” campaign with a specialist in sustainable tourism, which will communicate the Keys’ efforts to preserve the natural environment and ways visitors can help, and to promote it through traditional and social media channels. Overview of the Domestic Public Relations Program NewmanPR will implement a carefully planned public relations program to promote the Florida Keys & Key West and the destination’s individual districts. While detailed, the program also allows the flexibility to take advantage of additional opportunities as they arise for producing spot news coverage and generating positive messaging to media and consumers. Primary facets of the program include: 1. Creating print and video Keys travel content for distribution to media ranging from regional to international as appropriate, and to consumers via social media vehicles. 2. Arranging and facilitating group and individual media research trips to the destination to showcase it to national and international media representatives and their audiences. 3. Providing personalized assistance to journalists, ranging from suggesting story topics to setting up interviews, and assisting production crews shooting broadcast or online travel segments or features in the Keys. 4. Utilizing social media conduits such as YouTube, Facebook, Twitter and others to distribute up-to-the-minute travel and event-related Keys content directly to the traveling public, while also using these vehicles to reach media. In all aspects of promotion, the agency plans to present the Keys vacation as a creative, personalized experience with a lasting intangible value. All public relations materials will publicize the Keys website and toll-free number, as well as the destination’s multiple social media outlets. To ensure the best possible utilization of agency-generated PR materials by outlets, including social media, NewmanPR produces print, broadcast and online materials that meet or exceed the highest production standards set by leading national media. A long-term history of anticipating media requests, providing quality materials and adhering to Õóí strict standards of truthfulness, has resulted in the agency’s unparalleled relationships with national and international television networks, wire services and other media outlets. This engenders widespread and favorable reception of story pitches and provided materials. Florida Keys News Bureau and Spot News Coverage Through its Florida Keys News Bureau, created on behalf of the destination, the agency will continue to produce spot news stories whenever warranted and distribute them to mainstream, regional, national and international print, broadcast, online and social venues. Spot stories can be extremely valuable in increasing positive awareness of the destination. The Keys’ year-round calendar of special events and festivals provides a proven platform for spot press coverage featuring colorful, visual and indigenous activities during these planned festivals. As in past years, the agency will produce and distribute coverage of events at all opportunities through the Florida Keys News Bureau, with expanded distribution through social media outlets. Focus will be placed not just on the event itself, but also on its value in showcasing the unique environmental and cultural attributes of the destination. In addition, any significant news event with the potential to create a favorable image for the Florida Keys will be maximized by the agency through spot coverage. For distribution, the agency uses extensive, continually updated databases that currently contain thousands of records on journalists. Virtually, all story and photograph distribution is accomplished electronically, either via electronic mail or by transmitting to wire service computer systems. Expanding the Online Video Sharing Campaign In 2012-13, the agency plans to adapt a program created in 2011-12 for the U.K. market and expand it to domestic and Canadian markets. Cost-effectively making use of much of the high- definition video that already exists, additional Keys travel packages will be created that are to be distributed to venues such as Yahoo! Travel, Travel Channel and others. Õóì Vertical Market Targeting As well as mainstream vacationers, NewmanPR’s strategy includes promoting aspects of the Keys that appeal to a variety of established and emerging traveler markets. Some are targeted because unique attributes of the Keys fit those markets while others are targeted to “grow” travel during the destination’s traditionally slow periods. They include, but are not limited to: Eco-tourism, sustainable tourism, learning and voluntourism Arts, culture and history Fishing Diving LGBT Wedding and honeymoon Soft-adventure Family, senior and multigenerational Cuisine District and Umbrella Programs The agency also will employ vertical-market targeting to promote the individual districts within the Keys, working to strengthen each one’s distinct self-selected identity. In addition, the agency will showcase and reinforce the unique aspects of each district through advance promotion and spot news coverage of the district’s special events. In a similar manner NewmanPR will provide public relations support to the Fishing, Cultural and Dive Umbrellas, working closely with appropriate representatives to identify and promote events and offerings on behalf of each umbrella. Local PR Support The 2012-13 public relations program will be carried out by a team that includes a correspondent or “stringer” in the Upper and Middle Keys and a Key West–based account executive who performs the duties of stringer for the Lower Keys and Key West. These PR stringers strive to maximize story-gathering within their districts and work closely with district and industry representatives, and other local contacts, to identify and facilitate spot news stories and positive coverage opportunities. As in previous years, stringers will provide personalized assistance to journalists ranging from suggesting story topics to setting up interviews, assisting production crews shooting travel segments or features in the Keys, covering news events, attending District Advisory Committee meetings and Umbrella Committee meetings, and assisting in other important aspects of the public relations plan. Õóë Special PR Initiatives and Campaigns Special public relations initiatives and campaigns for 2012-13 are to raise awareness of the Keys’ rich history, sustainable offerings and promote the Keys’ attributes to the Millennial market. Promotions for 2012-13 include: ‘Florida Keys 500’ Anniversary The 500th anniversary of Ponce de Leon’s discovery of Florida — and his documented discovery May 15, 1513, of the islands that are now the Florida Keys — will be promoted in multiple ways in 2013. First, the agency plans involvement in programs such as Viva Florida 500 and others currently being planned by Visit Florida and other local organizations, with the goal of focusing attention on de Leon’s discovery of the Keys. Second, the agency will use the anniversary as a vehicle to showcase the Keys’ overall history and highlights of the past 500 years. Among them are the initial settlement of Key West, early industries such as fishing, cigars, sponging and shipwreck salvage that continue today, the building of the Florida Keys Over-Sea Railroad, the opening of the Overseas Highway and the legacies of Ernest Hemingway and Harry Truman. Recent milestones will be spotlighted as well, including the creation of the Keys’ major artificial reefs and the development of daytime swordfishing. Elements of the “Florida Keys 500” promotion will include a social media competition to win a Keyswide vacation spotlighting historic sites, including the Dry Tortugas (believed to have been named by de Leon), the creation of a website section focused on the island chain’s historic highlights, and attractions, producing historic Video of the Week segments for the Keys website and YouTube channel, and pitches to widespread media outlets. Equally important, a “Florida Keys 500” Multicultural History group familiarization tour,will be held in conjunction with the anniversary. The trip will focus on the Florida Keys’ historic attractions and the cultural and ethnic diversity that has characterized the islands since their earliest settlement. Journalists will explore the Cuban, Bahamian and African influences in the Keys and learn about the other ethnic and historic influences that helped shape these unique islands. Activities will include a journey to the Dry Tortugas, discovered by Ponce de Leon in 1513, a visit to the San Carlos Institute that showcases Key West’s Cuban heritage, a guided tour of Pigeon Key to learn about the construction of the Florida Keys Over-Sea Railroad, a bicycle excursion spotlighting Islamorada’s historic highlights, an in-depth tour of the Mel Fisher Maritime Museum to learn about Spanish galleon and slave ship wrecks found in Keys waters, and an exploration of the site believed to be the only African refugee cemetery in the United States. Õóê ‘Where Green Meets Blue’ Conceptually similar to the destination’s “Wreck Trek Passport Program”, that rewards certified divers who complete a series of wreck dives, this promotion will reward visitors who make sustainable activities and lodging a part of their Keys vacation experience. The program will be implemented with cooperation from environmentally focused attractions, organizations with voluntourism activities and Green Lodging properties throughout the Keys, and promoted primarily through social media outlets and in fla-keys.com’s Green Travel section. Participants can become eligible for rewards by taking part in organized volunteer activities, visiting environmental attractions, making sustainable choices such as renting a bicycle instead of a car, staying at Green Lodging properties and more. They will be required to document their activities via an online form accessed through the Green Travel section and submitted electronically. Upon documenting a certain number of sustainable activities, participants will be eligible for small prizes related to the Keys environment. Upon documenting more such activities, they will be entered for a chance to win one of several grand prizes including an “unplugged” and eco- focused Keys vacation package. The promotion will be introduced through a “Where Green Meets Blue” group press trip. For environmental, mainstream and particularly online and blogging media, the trip also will showcase the environmental and sustainable aspects of the Keys vacation experience. Elements will include visiting environmental and wildlife rescue centers such as the Turtle Hospital; meeting with environmental leaders such as the Coral Restoration Foundation’s Ken Nedimyer; and learning about their initiatives, exploring ways visitors can give back on their vacation or reduce their carbon footprint, and discovering sustainable food choices, such as stone crab claws, locally sourced fish and more. The agency also will distribute a “feature-style” press release introducing the “Where Green Meets Blue” program and spotlighting sustainable Keys offerings, accommodations, activities and attractions. Millennial Outreach Millennials are defined as people ranging in age from late teens through 30s who are social- dependent and trust online reviews, comments and conversations, relying on relative strangers online to guide their experiences. According to early 2012 BazaarVoice research, 84 percent of Millennials rely on others’ opinions before making a purchase or decision (such as travel). This group is expected to supersede Boomers in buying power. To better appeal to the fast-growing market of Millennials, the agency will explore incorporating one or more “Share Your Key Experiences” sections into fla-keys.com, where individuals can post comments, photos and videos demonstrating what they like best about the Keys. Content would be moderated to ensure that it is appropriate, friendly and positive. As well as engaging site social media users on a deeper level, the concept of making user- generated content and opinions available, demonstrates the destination’s desire to connect with Keys travelers and potential travelers. This in turn can be useful in stimulating greater brand loyalty among vacationers, encouraging repeat visits. Õóé The “Share Your Key Experiences” program will be developed, debuted and implemented in measured stages to gauge its ease of use and effectiveness. If initial results warrant, enhancements and expansion will be undertaken. In conjunction with the section’s launch, the agency will stage a “Millennials’ Keys Experience” group press trip. Designed to attract bloggers and online journalists that target Millennial travelers, the Keyswide trip will highlight adventure and eco-friendly activities, as well as dining and nightlife offerings. Media participants will experience stand-up paddleboarding, a dolphin- watch excursion, reef diving or snorkeling, a jetpack adventure and other high-energy activities. In addition, they will dine at locally owned and tapas-style restaurants and sample Keys nightlife offerings. Media Research Visits The agency will implement an aggressive program of securing screened traditional and social media for group press trips, individual journalist visits and video/film/television shoots to promote the destination. Group Familiarization Tours In designing group press trips such as the ones spotlighted earlier in this plan, the agency will work to attract leading print, broadcast and web-based journalists, reputable social media representatives and bloggers with significant followings. The agency will nurture its valuable established media relationships while mining additional contacts among traditional, new and emerging media. Trips will be planned to foster promotion for the individual districts and umbrellas, showcasing the widely varying aspects of the Keys experience. An additional emphasis will be placed on attracting Canadian, family and Florida travel media. One or more agency escorts will guide all familiarization tours and will accompany the journalists to provide knowledgeable, accurate information about the destination, and 24/7 assistance in meeting story-gathering needs. Topics and experiences presented during these trips will be chosen to encourage longer and repeat visits. In addition to research trips that focus on PR initiatives and campaigns outlined earlier in the plan, additional press trip themes for 2012-13 include the following: Õóè The Keys for Couples . With breathtaking sunsets, luxurious resorts, lush landscapes and open blue waters, the Keys are an ideal destination for couples wishing to tie the knot or renew their romance. This press trip will highlight the romantic aspects of the Keys that allow couples to strengthen their emotional connection during their vacations. The trip will focus on possible wedding venues, as well as meaningful activities for honeymooners and other visiting couples. Media targeted will include bridal, women’s and men’s interest publications, like Destination Weddings & Honeymoons, Allure, Men’s Journal and more. Key Lime Getaway . The food and flavor of the Florida Keys is an inviting and integral aspect of the destination. This trip will be scheduled to coincide with one or more food-themed events such as the Original Marathon Seafood Festival, Key West Food & Wine Festival or Key Largo Stone Crab and Seafood Festival, which also showcase the area’s commercial fishermen and chefs. Journalists will travel throughout the Keys and sample local favorites like hogfish, Key lime pie, local seafood and more, while meeting with and learning from Keys chefs. This trip will target food writers throughout Florida to emphasize the ease of a “foodie getaway” to the Keys, as well as Canadian journalists. Individual Media Research Trips NewmanPR will direct significant resources toward assisting domestic print, broadcast and online journalists and bloggers on individual trips, since individual exploration often allows for optimal story gathering. Assistance may include creating customized itineraries, arranging complimentary or reduced-rate lodging, setting up interviews and meetings with subjects, or on- site escort to help journalists satisfy individual story needs. Before arranging complimentary or reduced-rate lodging or expending other resources, agency staff members will research and qualify all media representatives not previously known to NewmanPR. Broadcast Opportunities In previous years the agency has sought and secured opportunities for live broadcasts from various Florida Keys locations by major morning shows and cable television networks. These include such shows as “Today,” “Good Morning America” and CBS’s “Early Show” as well as programming for PBS, ESPN, CNN, The Weather Channel, the Food Network and other leading broadcast outlets. The agency will continue working to attract national television shows and major-market and national radio programs, to execute live or taped broadcasts from the Keys that spotlight the destination’s cultural, environmental, historic and visitor-friendly attributes. Collaborative Media Research Trips To maximize opportunities for media research trips while minimizing expenses, the agency will work with Visit Florida and other organizations on joint-venture media research trips that further positive exposure for the destination. In addition, plans call for using NewmanPR’s established contacts to secure private-sector partners, as appropriate. Õóç Press Releases and Related Content In 2011-12, NewmanPR streamlined and updated its existing Florida Keys & Key West press kit and its online newsroom to meet changing needs of traditional, social and emerging media. For 2012-13, existing, evergreen media releases will continue to be updated as needed, and the agency will focus on writing and distributing travel and news-oriented stories, special events– oriented releases and other offerings outlined below. In addition, plans call for crafting targeted press releases whose topics support the destination’s overall promotional goals. These pieces will be used for traditional and social media distribution, appear in issues of the monthly e-newsletter and travel blogs, and be used to support press trips and specific promotions. In addition to stories that focus on PR initiatives and campaigns outlined earlier in the plan, news releases planned for 2012-13 include: Positive Keymandments .Compiled and released many years ago, the “Ten Keymandments” outline practices that visitors should not follow during an environmentally responsible vacation. This revision and enhancement of the Keymandments, to be used either in place of the original or as a companion piece, will focus on environmentally positive behaviors rather than negatives. For example, it might include “DO practice catch and release fishing to ensure healthy fish populations” rather than “DON’T catch more fish than you can eat.” Renew Your Key Values. Because overscheduling and everyday stresses can leave family members feeling distant and detached from each other, this release will focus on ways to strengthen family bonds while on a Keys getaway. Content will include activities, exploration and learning experiences families can enjoy together while on vacation. The release also will emphasize the monetary “value” in the Keys, highlighting budget-friendly activities and accommodations such as feeding the tarpon at Robbie’s Marina in Islamorada, camping at Bahia Honda State Park and visiting the free-admission Eco-Discovery Center in Key West. Reasons to Return. While the agency regularly informs media about new and enhanced attractions and accommodations throughout the Keys, this release will encapsulate some of the most significant into a single consumer-focused document designed to generate return visits. ‘Keys Traveler’ E-newsletter The agency will continue producing monthly issues of its “Keys Traveler” e-newsletter, which has become an extremely popular offering for both consumer and media opt-in subscribers. Each issue of the e-newsletter showcases special events and festivals throughout the Keys, fishing, diving and cultural highlights, profiles of notable Keys personalities, a calendar of upcoming events, family-friendly highlights and “Green Scene”content spotlighting environmentally positive elements. The agency will produce an annual culturally themed “special issue” e-newsletter in February, featuring the season’s most significant activities and events related to literary, visual and performing arts in all Keys districts. The agency will continue to focus on expanding “Keys Traveler” readership and reach through social media messaging and other avenues. Õóïð ‘Keys Traveler’ Annual Magazine As in past years, the agency will produce and have printed an annual “Keys Traveler” magazine for the sales staff to be distributed at World Travel Market and other U.S. and international venues. The publication is a full-color, glossy magazine with at least 16 pages, with QR codes leading to agency-produced video segments, showcasing highlights from all districts of the Keys. The agency also traditionally produces an affinity “Keys Traveler” for the dive umbrella and may examine a publication for the Fishing Umbrella. Other Materials to be Produced NewmanPR also plans to create the following materials for distribution to traditional and nontraditional media. 1.Special events-oriented advance releases for all significant Keys events 2.A quarterly “What’s New in the Florida Keys & Key West” newsletter spotlighting new and enhanced accommodations and attractions offerings 3.An annual overview of new and enhanced accommodations and attractions geared to the meetings market Electronic and Online Initiatives Website Content Newman PR manages the general destination news section of fla-keys.com and will continue to post new content to this section several times per week. The content promotes all aspects of the destination with timely pieces spotlighting cultural activities, special events, attractions, family travel opportunities, eco-tourism, watersports and adventure, diving and snorkeling, and fishing tournaments. Pieces also will be posted that take advantage of spot news opportunities or support emergency communications. In addition, NewmanPR will work with the TDC’s Web editor and the FloridaKeys.com agency to produce and monitor content for fla-keys.com overall, providing elements that complement the destination “image” content posted on the website. In 2012-13, this will include the further development and enhancement of website sections covering indigenous wedding and honeymoon opportunities, sustainable and eco-travel, voluntourism and senior travel. Also, NewmanPR will continue spearheading the production of Video of the Week packages, averaging a new one every 10 days. Developed and implemented by the agency, these television news–style video features are posted on the home page of the destination’s website as well as on the agency-created Florida Keys TravelVision channel on YouTube. Designed to encourage repeat visits to the site and cater to visitors looking for multimedia content, the brief video segments cover all regions of the Keys and a wide variety of attractions, attributes and special events. Õóïï YouTube and Social Media Messaging In 2012-13, the agency will greatly increase its emphasis on targeting messages directly to the consumer to engage the interest of potential travelers. The agency will carry the destination’s messaging to consumers (and media) through YouTube and social media such as Facebook, Twitter and others as they gain in popularity. As well as all Video of the Week segments, the agency plans to upload most video news releases to the Florida Keys TravelVision channel on YouTube. In addition, NewmanPR will continue to post news and social media–specific items on the TDC’s social media sites, especially during evening and weekend hours. In 2011-12, the agency expanded its use of social media contests and giveaways, conceiving a contest in conjunction with the Florida Keys Over-Sea Railroad centennial and a virtual “Papa” Hemingway Look-Alike Contest. This proved successful, helping grow the Keys’ Facebook following to more than 100,000. The contest concept will be explored further in 2012-13 to continue increasing the destination’s social media engagement. Contests to be developed may include trivia challenges or “treasure hunts,” photo contests to submit the Keys’ Facebook default photo of the month, YouTube video contests for visitors to document their best Keys vacation or similar challenges. Also, because social media has proved useful in crisis communications situations, NewmanPR will be prepared to use it in that manner, if required. Keys Travel Blogs NewmanPR representatives will continue providing regular content to the agency-established “Keys Voices Weekly Feature” blog, LGBT travel blog, and twice-monthly blog feature for senior travelers. As in the past, the content will be written in a friendly and casual tone, and provide “insider” information about known and little-known places, people and attributes of all districts of the Keys. This positions the blogs as authentic, accurate and entertaining voices for the destination. In addition, the blogs provide an opportunity to showcase activities or attributes that are interesting and notable but may not have the specific “news hook” required for media coverage. As well as maximizing the blogs’ audiences of consumers, the agency will work to increase their visibility and usefulness to media seeking Keys story ideas. Strategies for growth and increased visibility include posting Twitter and Facebook announcements of each new blog entry, placing links within each post and incorporating Keys imagery and video segments into the features. Field & Stream Online Program Founded in 1895, Field & Stream is the world’s leading outdoor media brand and caters heavily to a hunting and freshwater-fishing audience. F&S followers are active and engaged in their outdoors activities. While the Florida Keys angling pursuits have been actively marketed in saltwater fishing media venues, the agency believes the opportunity to intensively pursue Õóïî freshwater anglers opens up a new market, and visitors who respond are more likely to use the services of a Keys backcountry guide or offshore charterboat captain. Highlights of the program include: Creation of an online Florida Keys Fishing Planner on fieldandstream.com that will be populated with agency-provided content on fish species, how to book fishing trips, lodging and other activities Links to the Florida Keys website for additional information Links to existing Keys fishing stories created by F&S editors and writers Creation of additional Keys content by F&S editors and videographers A static placement on home pages linking to the Florida Keys Fishing website section Promotional placements across the sites driving traffic to the online destination Promotion on F&S Facebook pages and in e-newsletters Media Resources Online Pressroom The agency will continue to manage and provide content and journalist-friendly resources for media representatives through its recently redesigned online pressroom. These resources include an extensive electronic press kit tailored to meet the needs of online and social media as well as traditional media. The pressroom also contains high-resolution photographs of each district and selected special events formatted for download, and video footage is available for media downloads on a dedicated FTP site. Also featured in the pressroom is a frequently updated collection of releases spotlighting current events and highlights. NewmanPR will add and refine content as needed to make the pressroom a valued and respected resource for media. Photo and Video Library In addition to the resources available in the pressroom, the agency maintains an extensive library of Keyswide digital photography and high-definition video footage that is available to media upon request. Shot in all five Keys districts, the video and still images depict a wide range of attributes and activities including water sports, cuisine, culture, architecture, heritage, LGBT activities, special events, environment and nature, fishing and diving. Special Event Promotion NewmanPR will expend significant effort and resources to promote the Keys’ special events and festivals, since they provide a major draw for visitors and a timely and well-proven news hook to generate positive media coverage. In addition to established events, the agency also will provide support and coverage to new and emerging events with the potential to attract overnight visitors. A line item in the expense budget provides PR expenses for indigenous and PR-worthy Keys events that lack support funds. Õóïí As well as writing advance releases and creating and distributing story, photography and broadcast news packages during such events, continued focus will be placed on promotion through conventional and online radio networks, YouTube and appropriate social media outlets. Travel Trade Public Relations NewmanPR will strive for placement of Florida Keys news items in travel trade publications. Agency representatives will regularly connect with hotel associations, chambers of commerce and other sources for tourism infrastructure improvements that provide meaningful news. This information also will be distributed to appropriate travel trade sources. In addition, stories regarding major Keys events will be rewritten for travel trade publications, and the agency will attempt to maintain high awareness of the TDC’s sales and marketing staff. Õóïì LGBT Market Programs NewmanPR realizes that it is crucial to maintain and expand the Florida Keys & Key West’s established reputation as a leading LGBT travel destination, and plans several strategies to do so, which require responsive positioning of the destination through our PR efforts. These changes include an increased demand for “all-welcome” rather than solely gay- or lesbian- focused socializing — and, by extension, travel. Therefore, the agency’s messaging will present the Keys as a gay-friendly destination where everyone is welcome. The agency’s strategies will include representing the destination editorially to LGBT and targeted mainstream media, both domestically and internationally. This will be done through a blend of “image” efforts and promotion of special events of interest to the market. Underlying messaging will focus on the Keys’ genuine welcome to and acceptance of LGBT visitors, the safe freedom and openness they can experience during their Keys vacation, the LGBT community’s unquestioned place in the Keys’ mainstream community, the wide variety of gay-welcoming accommodations and the extensive range of activities available. Because special events have proved an increasingly popular draw for this market, emphasis will be placed on advance promotion and spot coverage of events such as Key West Pride, Womenfest, Fantasy Fest, Key West Bear Fest, the New Year’s Eve “drag queen drop,” the Key West Food and Wine Festival, and others. The agency’s activities will include the continued production and distribution of domestic and international publicity releases, individual visits and guided group familiarization tours for LGBT and allied media, and representation at national and international travel trade and media events. Two domestic group press trips for LGBT and allied media and bloggers will be planned that coincide with selected special events. In targeting media, outreach will include online journalists and bloggers with significant followings. Other means of carrying the Keys’ all-welcome message directly to travel consumers, via outlets ranging from Facebook to Twitter, will be pursued as well. As noted elsewhere in this plan, an LGBT-targeted blog is being published and distributed through the fla- keys.com e-mail database, and promoted through Facebook and Twitter. The agency’s LGBT media-relations specialist will spearhead multifaceted ongoing support for, and on-site meetings with, LGBT and selected mainstream media traveling to the destination. A continued focus will be placed on distributing LGBT press kit editorial and photography to targeted media. In addition, information and input for articles in LGBT and mainstream media will be offered and provided as appropriate. Efforts will focus on strengthening existing media and consumer relationships, and building new ones. Of special note for June 2013 is the 10th anniversary of the creation of the sea-to-sea rainbow flag, an iconic LGBT element that was unveiled on Duval Street during Pridefest in 2003. Following the event, the flag was divided into a number of sections and distributed around the world. The agency has suggested to Pride organizers that they spearhead an effort to collect all of the flag’s sections and display it again on Duval Street during Key West Pride 2013. Õóïë Additional Promotional Activities Sales Support at Trade and Consumer Travel Shows The agency will support the TDC’s sales team at a variety of trade and consumer shows and exhibitions throughout the year. This support may include preparing and producing press kits and mini-magazines, creating targeted promotions, and providing full media support at the Keys booth where appropriate. Destination Representation at Journalist Conferences NewmanPR is one of about a dozen agencies nationally with two members in the influential Society of American Travel Writers (SATW). The agency will represent the Keys at events including the SATW national convention. The agency also maintains membership in the Outdoor Writers of America Association and the Florida Outdoor Writers Association, and will promote the destination to members of those organizations. Media Blitzes The agency typically garners a significant response from journalists by participating with Visit Florida in selected joint media events and receptions in targeted major and emerging markets. In 2012-13, the agency will continue to take advantage of appropriate Visit Florida opportunities. As in past years, the agency also plans to organize an annual media blitz before the Atlantic hurricane season, to be carried out in cooperation with Monroe County Emergency Management. Collaborative Activities As appropriate, collaborative efforts will be executed with the public relations offices of Visit USA and Visit Florida. Synergistic connections also will be made with other tourist development councils and tourism boards, as well as representatives of airlines and cruise lines serving the Keys. When viable, NewmanPR will take advantage of opportunities to collaborate with public relations representatives of individual Keys properties and attractions. PR Activity for Keys Tourism Industry When needed, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members to communicate information about situations that could impact tourism. Electronically distributed tourism advisories also will be produced to alert industry members about potential public relations opportunities. In addition, when requested, NewmanPR representatives will make presentations to Keys tourism organizations regarding ways they can take advantage of TDC public relations opportunities and maximize their own PR effectiveness. Õóïê Crisis Management In its work as the TDC’s public relations agency, NewmanPR has conceived and implemented crisis communications efforts that helped the Florida Keys endure and recover from hurricane threats, hurricane impacts and other major crisis situations such as the 2010 Gulf oil spill. The agency also provides crisis management, when necessary, in incidents involving major traffic accidents, diseases such as dengue fever, fires and other situations that could impact tourism flow. In the coming fiscal year, the agency will review and enhance its successful crisis management strategy for the destination and update its existing Hurricane Emergency Plan for both threatened and actual storms. The agency will maintain its relationship with Monroe County Emergency Management, which benefits the TDC and the tourism industry, and supports efforts to achieve economic recovery as quickly as possible after a storm passes or a crisis is resolved. In addition, the agency will maintain its strong relationships with Monroe County law enforcement, environmental and military organizations to provide constant information interchange and coordinated responses to situations that might impact tourism flow. In any crisis or emergency situation, the agency will provide important information to Keys lodging properties, chambers and tourism interests as quickly as possible. While most transmission is via e-mail or e-blast, the agency still maintains a fax-blast network and voice-call alert system for use when required. In addition, working with the Lodging Association of the Florida Keys & Key West, and the chambers of commerce, the agency will organize a pre–hurricane season preparedness workshop for the tourism industry on behalf of the TDC. Finally, as mentioned previously, the agency will execute an annual hurricane-related media blitz with and for the Monroe County Emergency Management Office and the Monroe County Administrator. Visitor Assistance Line The public relations expense budget funds a 24-hour, toll-free visitor-assistanceservice that serves as a multilingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program provides an important resource that is demonstrative of the destination’s care and concern for its guests. Õóïé International Market Public Relations Canada Canada has traditionally been the top feeder market for Florida and Florida Keys foreign travel flow and the agency has normally treated it as a facet of the domestic media relations campaign. In 2012-13, because the Canadian market continues to strengthen, the agency plans to increase efforts that focus on Canadian media and consumers, especially in the southern Ontario market where Florida and the Keys are easily accessible. To accomplish this, the agency plans to contract with an accredited Canadian public relations representative to promote the Florida Keys & Key West to media and travel consumers and trade on a seven month long pilot program basis with a contract that would begin Oct. 1 and continue through April 30. Target demographics include: • Active singles and couples • Water sports enthusiasts • Families • Snowbirds that live in other Florida markets In addition, as well as customary media relations, including release distribution and organizing individual media research trips, the agency will target Canadian journalists and bloggers for group press trips and seek Keys/Canadian links for story pitches to print and broadcast media. The agency also will examine the feasibility of staging a special event in Toronto for traditional and social media representatives. Once the TDC approves the concept and costs involved to contract with a Canadian firm, a detailed Canadian PR plan will be developed. United Kingdom/Europe KBC PR & Marketing, based in the United Kingdom, is NewmanPR’s contracted agency for the Florida Keys & Key West in Europe, focusing on markets in the U.K., Germany, Italy, Scandinavia, France and Ireland. The particularly important markets of Germany and Italy have dedicated focus and attention provided by local agencies MikullaGoldmann PR and Martinengo & Partners Communication, respectively. U.K./European Media Trends Journalists from all over the United Kingdom and Europe are interested in reporting about the Florida Keys & Key West, but to engage interest and convert it into published or broadcasted material, they need unique and interesting story angles, not just simple information about the destination. Õóïè They are interested in people, culture, history and curious and unusual stories. Their readers want to know about vacations where they can learn a new skill, experience something magical or interact with the environment without damaging it. Many magazines are closing and in general editorial offices are short of personnel. Saturday and Sunday news and editorial operations are being merged to cut costs, with consequent reductions in features and thus travel coverage. Therefore, it is important to be quick and precise in responding to requests for information. Journalists like efficient PR offices that make their life easier by giving quick answers to their requests. Because of increased competition among the destinations of the world, the effectiveness and timely response of a PR office is vital in securing coverage. Implementation Strategy and Tactics 1.Engage the interest of travel editors and writers with interesting press releases and news stories. 2.Target and invite journalists to visit the Keys on research trips, both individually and in groups, against the guarantee of a published feature. This will include print, broadcast and on-line media including relevant bloggers. 3.Include outreach to special interest groups of relevance to the Keys, such as diving and snorkeling, arts and culture, gourmet foods, water sports and the LGBT market. This includes activities such as dedicated media missions for the Keys’ LGBT marketing manager and themed group press trips. 4.Use creative themes to attract interest in group press visits to the Keys. 5.Maintain relationships with leading broadcast producers to seed opportunities for Keys inclusion in dedicated travel and lifestyle programs. 6.Drive traffic to the relevant country’s Keys web homepage and the Keys’ Photo Adventure microsite (.co.uk / .de / .it / .fr) by including details on every media communication. 7.Where relevant, create and maintain local language version Facebook pages. 8.Use all distribution channels to disseminate Keys information: email, Twitter and Facebook as well as the Keys’ media site and the agencies’ own websites. 9.Produce and seed video online content to other websites to spread awareness of the Keys and their vacation offerings. 10.Translate press communications where necessary into local languages. 11.Support the activities of the TDC’s international sales team in relevant markets, using trade media to encourage attendance at trade shows such as WTM (London), ITB (Berlin), Top Resa (Paris) and BIT (Milan). Attend the shows and provide media liaison throughout. 12.Create promotions in relevant media to communicate directly with consumers. Õóïç 2012-13 will see significantly expanded Florida Keys activity within social media in the three key markets of the U.K., Germany and Italy, complementing more traditional PR activities such as media visits and press releases that will be employed across all European markets. With the emergence of Germany as an even stronger source of visitors for the Keys, additional effort will be put into that market, employing the themes of adventure and sustainability. The Swiss market also has burgeoned and so will become more of a focus for the German team. The additional effort in the market that began in early 2012 will be continued, to build awareness and maintain the momentum of the campaign that is now starting to bear fruit. In Italy the themes of honeymoons, adventure, sustainability and luxury are effective. The U.K. continues to respond well to messages of value for money and experiential vacation opportunities. The sustainable tourismmessage also has become mainstream with a significant number of “Light Green” consumers who approve of sustainability initiatives and do their best to support them, but don’t want an all-encompassing “green” vacation. They recognize a link between sustainability and quality, and appreciate terms like organic, locally grown, fair trade, etc. It is these consumers we will focus on, and they fall into all demographics: families, older couples, young couples and LGBT. Keys Green Code – A Special U.K. Initiative Development of a “Keys Green Code” is to outline efforts being made in the Keys to preserve the natural environment and tell visitors what to do to help, in terms of their behavior when in the Keys. The Green Code is to be developed in conjunction with a respected specialist in sustainable tourism and promoted through traditional and social media channels. The agency will reach out to sustainable tourism organizations such as The Travel Foundation and The International Eco-Tourism Society, to seek their endorsement of the Green Code and to investigate possible joint PR opportunities in this area. The sustainability message also will be used in other European markets, although merged into the other messaging proposed that respond to specific market needs. News and information snippets relating to the Green Code, and sustainable tourism in the Keys, will be distributed via a special new Twitter feed to be established called @KeysGreenCode. The agencies recommend a series of radio interviews be set up with key regional radio stations to interview the sustainability expert, along with one of the major Keys-based personalities, involved in an aspect of sustainable tourism. This will allow the opportunity to discuss both the Green Code and an actual example of what is happening in the Keys that demonstrates how the destination is preserving the environment while managing tourism sustainably. Radio continues to be a popular medium in the U.K., with listeners very loyal to their regional and local stations, especially the noncommercial BBC stations. The mixture of music and chat provides a great environment to promote tourism-related stories. Audiences in the region of 1 million listeners are usually generated. Õóîð Each month, a different point of the Keys’ Green Code is to be highlighted in a themed press release, with links to Keys organizations and businesses actively involved in that particular element. For example, the point relating to the impact of accommodations on the environment will link to the Green Lodging Program and the accredited Keys-based properties. United Kingdom Keys Facebook Page A dedicated Facebook page for the Keys is to be developed and maintained for the United Kingdom market. Video will form an important element of the Facebook page, and will be incorporated wherever possible, using existing Keys footage, such as Video of the Week segments and the mini-movies created during 2011-12. Some of the footage may need to be edited/re-purposed slightly to ensure consistent messaging. Other sources also may be tapped for appropriate footage and links that all build on the sustainability message. Bridal Media Mission A focused outreach to weddings and honeymoon writers, and editors, will take place during the year. A series of up to eight meetings will be set up to introduce these influencers to the Keys as a weddings and honeymoon destination. These are to take place over two days during the spring. The meetings will be supported by a new dedicated electronic bridal press kit, including all relevant news updates from the Keys as well as unusual and unique wedding experiences on offer. Media Visits The agency plans to organize at least 40 media visits to the Keys for the fiscal year from all U.K. and European markets. These visits will be split between groups and individual journalists. A group trip of up to five British journalists will follow an itinerary developed to incorporate every aspect of the Green Code. The trip could be timed to coincide with a relevant festival or special activity in the Keys. The aim would be to ensure that the media see sustainable practices and activities in action. Press Releases/Keys Images In addition to the previously outlined thematic releases, short topical releases or event promotion releases will be issued to all U.K., Irish, Scandinavian, French, German and Italian media when stories arise that are of interest. All release subjects also will be distributed via the KBC Twitter feed. It is also recommended that a project be undertaken to create an image bank of photography to be used to accompany the sustainable stories. More than ever in European media, it is the availability of quality, exciting and new imagery that determines whether a story will be used. Õóîï Germany & Switzerland Activities Social Media The agency will develop a social media concept, in alignment with the goals and targets agreed upon in the overall marketing plan, for the coming budget period. This work will include a detailed social media landscape analysis of Germany and Switzerland, and the definition of the target group. The social media strategy will be integrated into the existing communication strategy, ensuring consistent tonality across all media. Germany/Switzerland Facebook Page The agency will establish and maintain a Keys-dedicated German Facebook fan page, ensuring regular posts and interactive elements to share about Keys culture and events such as food, festivals, music and literature, enticing tidbits of news, captivating imagery of natural beauty and Keys Videos of the Week (English version). Facebook adverts will be created and placed, targeting niche communities of relevance to the Keys tourism product. Information will be sourced from the Keys U.S. Facebook page, as well as through primary research by the agency, and from Visit Florida (the agency also established and runs the Visit Florida German Facebook page). Twitter The agency will ensure the regular distribution of Keys-related tweets via MGPR Twitter for seeding of story ideas and to shape the image of the destination. Media Visits German and Swiss journalists will form part of the total 40 media slated to visit the Keys during the year. These will visit either individually or as part of an organized group trip. One dedicated Swiss or mixed Swiss/German group press trip will be coordinated, with the goal of generating high-profile media coverage that will ultimately attract more Swiss/German travelers to the Keys. A possible theme for this trip could be “Action-Packed Keys.” The press trip would feature the “wild” side of the Keys with a unique mix of nature and fun action. The focus would be on exceptional experiences or individuals unique to the Keys such as Sean Fisher, Ken Nedimyer, Richie Moretti and others. The sustainable tourism message could be incorporated into this. The itinerary could include the Jetpack flight, a Hovercraft tour, snuba diving, a snorkel tour combined with an excursion to a private island, a dolphin-watching excursion, stand-up paddling, kayaking in the mangroves, a Dry Tortugas visit and behind-the-scenes tours of such attractions as the Mel Fisher Maritime Museum. The agency also will continue to organize individual media visits which lead to excellent pieces on the Keys, coordinating up to five individual media visits in 2012-13. Õóîî The agency will make proactive and strategic pitches of story ideas to place diverse themes in key media, such as: “Keys Unplugged” to target the stressed generation seeking an offline experience in their leisure time “Triathlon – Keys Style” with biking, kayaking and diving to target athletic and sportive young adults of both genders “On Location in the Keys” to develop ties to romantic, action or animal movies such as “African Queen”, “Key Largo”, “True Lies”, “License to Kill”, “2 Fast 2 Furious” and “Flipper” for wide appeal and reach to women’s and men’s magazines and dailies. Press releases In keeping with the overall tonality of the campaign, one press release per month will serve to inform and inspire media to write about and visit the Keys, communicating relevant news, promoting events or festivals, and other items that reflect the singularity of the destination. Media calls The agency further proposes the organization of dedicated media calls in Zurich, to reach out to the Swiss market, targeting between 10 and 12 editors of key publications. It would also be worthwhile to consider partnering with either Visit Florida or another Florida destination on a joint media mission in Germany. Italy Activities Activities in Italy will remain modest, but build on what has already been started. This will include: Regular maintenance of the new Italian Facebook page Translation into Italian and distribution of up to two press releases per month Proactive media outreach to sell in Keys stories and generate interest in visiting the destination Organization of either five individual media visits or one group of writers who would be hosted by a member of the Italian PR team Participation in the twice-yearly media networking events organized by the agency (BIT and Summer Workshop) and the Christmas party Preparation and support of Sales’ activity at the TTG Incontri trade show It would also be possible to organize a Keys press briefing at the TTG Incontri show, if additional budget is available to cover costs. Media like to meet representatives who actually live in the Keys, so since a Keys representative will be in Italy for this show, they can attend the briefing and help to cement relationships and sell-in Keys story ideas from their firsthand experience of the destination. Õóîí France The French market has been growing for some years, and the Keys now hosts an impressive number of French Visitors. It is therefore important to continue our media outreach to this market. Press Releases and Face-to-Face Media Outreach The agency will continue to work directly with French media, translating the majority of U.K. produced releases into French for distribution to the database. These releases will cover both tactical and strategic topics (e.g. events, activities and news) as well as the new Keys Green Code. A central part of activity in this market revolves around the annual trade show ITFM Top Resa, which takes place in September in Paris. A member of the KBC team will attend the show alongside Sales to meet with media and actively promote Keys stories. A special press kit will be translated in French and distributed in the pressroom at the show. On the first day of the show, a media dinner will be arranged, following the successful pattern of the past six years. This dinner is held in conjunction with a key tour operator, and five journalists are invited. This dinner has provided an excellent opportunity to meet new journalists and spread Keys messages, and is a good example of PR and Sales working together cooperatively. Membership of the Association des Journalistes de Tourism (AJT) will be continued as this provides an excellent platform to network with media both at Top Resa and throughout the year. Bridal Media The new U.K. bridal press kit will be translated into French and distributed to both travel and bridal media. Facebook Page Continuing the development of social media activities in other European territories, the agency will develop a French language Facebook page, which will be a direct translation of the new page being developed for the U.K. This page will have a focus on the new Keys Green Code, which is a very important message for the French market as well as the U.K. Media Visits The agency will continue to promote media visits by French journalists and host up to five during the year on individual trips. Õóîì Scandinavian Activities Scandinavia is an important market for the Keys as a whole. Each country (Sweden, Norway, Denmark, Finland) speaks a different language, although all the Nordic languages are very similar, however communicating in English most of the time is totally acceptable and it works well. Face-to-Face Media Outreach It has proved to be a great return on investment to reach out to Scandinavian media on a one-to- one basis, by accompanying the Sales team to the various trade shows that take place in the region. The agency can then meet with journalists who attend the shows and sell-in Keys stories to encourage them to visit and write about the destination. A special local language version of the press kit will be prepared, as this effort is very much appreciated at such a busy time when journalists have so many other stories to translate. For 2012-13, the agency will expand this activity from simply meeting people at the show, to hosting a small, intimate media dinner in association with a key tour operator PR contact, as has been successfully done at the French Top Resa show for six years. Bridal Media The bridal press kit is also be translated into the local language for trade shows that the sales department will attend, and sent to specialist bridal writers in addition to mainstream travel writers. Press Releases Each month, U.K.-version press releases will also be distributed to Scandinavian media, in English. These releases cover tactical subjects, events and news from the Keys. Scandinavian media will be encouraged to mention the new Keys U.K. Facebook page and ask their readers to interact with it. Media Visits Every year the Keys hosts a number of Scandinavian media who are travelling independently. The agency also works with tour operator PRs in the region to encourage them to assist media in visiting the destination. Õóîë Support of Sales Activities Trade and Consumer Travel Shows PR will support sales activities at shows throughout Europe. Support will vary from preparing press releases in advance to attending the show to handle media enquiries at the booth. International sales determines which shows will be attended, but these usually include: October – Birmingham Dive Show (U.K.) October – TTG Incontri (Italy) November – World Travel Market (U.K.) January – Boot (Germany) February – Reiseliv (Norway) March – ITB (Germany) June – Pow Wow (Las Vegas) September – ITFM Top Resa (France) Further Support Should international sales organize sales missions or other special activity within the markets, PR will provide support where possible to ensure maximum coverage within the trade press. Other Foreign Markets Latin America As in the past, the agency plans to participate in the La Cumbre de Turismo travel trade show, that typically draws a significant number of media attendees from throughout Latin America and the United States. The agency will also work to attract a return visit from “Despierta America,” the top-rated Hispanic morning television show in America and Latin America, to execute a live broadcast from the Keys. Pow Wow In 2013, the International Pow Wow is scheduled to take place in Las Vegas. Pow Wow is the travel industry's premier international marketplace and is the largest generator of Visit USA travel. Pow Wow attracts some 350 international travel press representatives from 70 countries. The agency will represent the Keys at Pow Wow, as in past years, promoting all aspects of the destination to media representatives. Measurability The agency contracts with print and broadcast services that monitor public relations efforts. The agency showcases print clips and broadcast “clip” segments at TDC and sometimes DAC meetings to inform the council and its advisory board members of results of public relations efforts. In addition, the agency will provide the TDC with analysis of various media projects that include the dollar value of coverage received. As well as quantifying tangible values based on media rate cards for time and space, the agency also will communicate the less tangible value of increased credibility that results from favorable editorial coverage. Õóîê Public Relations Expense Budget for Fiscal Year 2012-13 U.K./European sub-agency fee contract(s) $200,000 U.K./European PR expenses $100,000 Upper/Mid Keys and Lower Keys/Key West Stringer Fees $76,400 Broadcast television show production support $75,000 Special events support (those with inadequate funding) $60,000 Canadian PR Agency Fees $60,000 Spot News Coverage $50,000 Website Editor $39,300 Incoming domestic/Canadian media travel expenses $35,000 Video of the Week Production $25,000 Field & Stream Editorial Promotion $25,000 Social Media Development/Online Promotions $25,000 AmEurop Visitor Assistance Program $21,500 Distribution (online press room, newswires and courier) $20,000 Travel journalists/blogger conferences/out-of-county media development $20,000 Canadian PR Program Expenses $20,000 New Video/Still Photo Acquisition $17,000 Domestic media development missions/receptions $15,000 Keys Traveler Magazines (Production and Printing) $15,000 Gay market PR Stringer $13,250 Print clipping and broadcast monitoring (evaluation process) $12,000 Media support materials (Media kits, video duplication, CDs/DVDs, etc.) $10,000 Expenses for all stringers $5,550 Canadian PR Event $5,000 Senior Blog $5,000 Resources $25,000 Total PR Expense Budget for Fiscal Year 2012-13$975,000.00 Õóîé Õóîè Õóîç Õóíð Õóíï Õóíî Õóíí Õóíì Õóíë Õóíê Õóíé Õóíè Õóíç Õóìð L. Florida Keys and Key West Film Commission The purpose of the Keys Film Commission is to bring awareness of our location to the film, entertainment, commercial and print industry. The Film Commission provides assistance and support to productions shooting in the Keys. The film commission may also provide necessary information, props and signage to assist a production company in creating a story that references Monroe County whether on location here or not. Objectives 1.Create economic impact by promoting The Florida Keys nationally and internationally as a filming destination. 2.To develop an expanded crew base for film crews to utilize. 3.Provide story ideas, events, flora and fauna, attractions and lifestyles and historical information to scriptwriters. 4.Build an educated community and community awareness of the rewards and problems in the recruitment of the film industry. Goals 1.Create and produce a high impact digital marketing tool. 2.Organize an event targeting domestic ad agencies and production companies. 3.Produce practical film workshops in the Keys with experienced industry professionals. 4. Create a map brochure of locations in the Keys where commercials, television and features have filmed. Ôóï Implementation Film Florida Film Florida is an organization that was founded to promote Florida as a film destination. Made up of State film commissioners, labor unions, individuals and businesses catering to the film, television and print industry. Our presence will continue with Film Florida in 2012 - 2013. Florida Keys film commissioner has been re-elected Vice Chairperson of the Film Commissioners Council. Our film office in conjunction with Film Florida will organize marketing missions to Los Angeles and New York domestically. Internationally, we are planning a mission to London for the London Production Show. Website and Reel Scout The Production Guide will be in digital format on a flash drive which will be incorporated into the website. The Florida Keys & Key West Film Office updates the website during the year with new and current information. www.filmkeys.com. When Film Florida has a marketing event, we upload photos to a site created specifically for that event. The site is then linked to all participating Film Florida members’ websites, which creates awareness of our specific locales as well as incentives available through the state film office. We are on line with the Locations Guide, an international site, as well as purchasing ad space in their handbook. We continue our presence on the Kemps website and handbook. Kemps is an internationally distributed handbook of production services for the film, television and commercial industry. REEL Scout, has become the industry standard for searching locations. We are continually updating the data base of the program. Create And Produce A High Impact Digital Marketing Tool The Film Office will partner with Tinsley Advertising to create a marketing tool, which will target ad agencies. Ad agencies often have the opportunity to pitch locations to their clients. The film office wants The Florida Keys on their radar screen, not only as a location, but also to make them aware of Florida’s tax credit for commercials. Organize An Event Targeting Domestic Ad Agencies And Production Companies As a member and partner of Film Florida, we are looking to create an event, possibly in Los Angeles, in which we will bring people to the table and “speed date” with the various film offices. Every film office and representative will be in the circuit, and will have an opportunity to sit and have a conversation with the film commissioner about what our area offers. Ôóî Additionally the film office is looking to a sales mission to Chicago to visit both production companies and ad agencies later this fall. Produce Practical Film Workshops In The Keys With Experienced Industry Professionals We will continue the workshop series bringing in professionals and accessing locals who can provide a practical understanding of jobs available in the entertainment industry. The film office aims to broaden the scope of the seminar to include information about opportunities that exist in the industry, but not necessarily as a career in the Keys. Create A Map Brochure Of Locations In The Keys Where Commercials, Television and Features Have Filmed Tourists call the office asking where films or television shows have been filmed, because they would like to go and see those locations. Film tourism is quite profitable in some states and countries. The map will serve as something additional for folks to do while they are down here, and will hopefully take them to areas of the Keys they may not have planned on visiting. 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 2012 - 2013. Produced By - 1. This trade show provides an opportunity to approach heads of production, producers and directors in addition to some very interesting seminars. Film Florida Conference – 2. This is scheduled for May or June 2013. This is an annual meeting and seminars where industry professionals are invited speakers. This is also the meeting where new officers are elected, trade shows for the following year, marketing and legislative issues are discussed. New York Mission 3. - We plan to attend Independent Film Week in New York scheduled for September 2013. Film Florida will participate as a group. Film Florida also plans to participate in TriBeCa Film Festival and produce our Apples and Oranges event. An event at a venue outside the festival where invited producers, directors and above the line are invited. Especially targeting those who either grew up in or were educated in Florida, making sure we are in their minds for filming. Film Festivals and Sales Missions 4. - Regional film offices are considering opportunities to partner with the State Film Office and Film Florida, along with production and distribution companies to bring awareness of Florida as a film destination. Targeted attendees are producers, directors and executives in the film and advertising industries. Ôóí EU Missions 5. –The Florida Keys Film Office is already coordinating the London Production Show on behalf of Film Florida which is scheduled for February of 2013. Last year this proved to be a very successful trade show with a number of quality professionals stopping at our booth to speak with us about future projects. The event will be moved to Docklands, a new location for us. SXSW (south by southwest) 6. – This is a film, music and interactive media trade show. Film Florida has for the past three years hosted a marketing event to producers, directors, writers and musicians during the film portion of the show. The event is very successful with many inquiries about our locations. The arena where our film office can gain the most is the interactive media portion. Bringing together a venue to do business and a learning opportunity. Location Scouts Once a production company has been supplied with location photos, video and requested information, the production company may send a location scout, or location manager, out to take photographs of the areas. On these occasions the Film Liaison meets with and/or escorts the location scout to the possible shoot sites in Monroe County. At times, this effort requires the hiring of a helicopter and driving out of county to pick up, or drop off the scout from Miami International or Fort Lauderdale Airports. Once the location scout provides the production company with his/her photographs, a second and possible third scout may evolve consisting of the producer, director, art director and location manager. Again, the Film Liaison provides escort and possibly transportation for the scout. Efforts made by the film office and local businesses during these scouts, may strongly affect the outcome of a location decision. Location Shoots When a film, television or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance, dependent upon the need of the company. This assistance may include helping with permitting, facilitation of discussions, and meetings with government officials, law officers, owners or managers of businesses and properties. This office then assists in locating crew to work on the project, establishing contacts for specific equipment or props, hotel room and restaurant possibilities and a myriad of requests that are unforeseen. The Film Commission office also provides information and assistance to the lodging, crew and property owners in the Keys, if they have questions or concerns regarding the shoot. Information is provided as to what to expect, and what to ask for from a production using their property. The Film Liaison intends to facilitate a successful experience for the production company, local crew and businesses. Ôóì Public Relations Opportunities The Film Liaison will continue to work with Newman PR and industry publications, as well as publicists for production companies, to identify PR opportunities in print and broadcast media for the Florida Keys & Key West. Measurability A year-end economic impact report, based on numbers from the production companies, is to be submitted to the TDC. This includes revenue generated in county, room nights booked, production days and locals hired A break down of which production companies have utilized the Florida Keys as a location is submitted as part of the TDC reports. The office also submits a report at the end of the year on measuring the extent to which our marketing goals have been met. Ôóë Budget FY 2013 Film Industry Trade Shows Film Florida quarterly meetings New York Missions Produced By American Film Market Los Angeles Film Florida Conference International Shows and Marketing Missions Registration and Show Expenses $ 14,000 Travel Expenses Air Fare, Lodging, Meals, In-county mileage $ 17,000 Dues and Fees Association of Film Commissioners International $ 1,500 Film Florida $ 2,500 Communications postage, phone, FAX, cell phone, pager, e-mail, 800 incoming calls $ 2,000 Support materials photos, office supplies, promotional materials $ 25,000 vehicle rentals - boat/helicopter and auto rental for location scouts and escorting location shoots Production of industry support material Florida Keys & Key West Production Guide, Production Guide mail expenses, WEB site maintenance, database and mail support, postcards $ 15,000 Support equipment computer programs, camera, etc. $ 6,000 E & P for Production Executives $ 1,500 Student intern/location photographer $ 5,250 industry professionals travel expenses Advertising $ 10,000 Resources $ 250 Total$100,000 Ôóê M. Market Research In the simplest terms, marketing research tells us where we are going, how to get there and how to know we’ve successfully arrived. An effectual marketing research program transforms a multitude of data gathered from wide-ranging sources into clear, insightful analysis that generates actionable marketing strategies. Such a program delivers a competitive advantage to the destination. Marketing Research also instills the voice of our customer into the marketing process. By engaging our potential and actual visitors through the research process, we gain insight into attributes that attract travelers, promote visitor satisfaction and motivate them to visit our destination. We also learn what attributes lead to visitor dissatisfaction or persuade our potential visitors to select another destination. Through careful analysis of potential and actual visitor data, we can quickly identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target market. Marketing Research needs to be carried out regularly because of the constantly changing environment in which we operate due to shifts in consumer tastes, technological advances, changes in economic conditions, and our dynamically changing world. OBJECTIVES: The objectives of the Market Research program are: 1. To evaluate and measure the attainment of overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key West, as well as potential visitors, including web site visitors, e-mail inquiries and 800- number callers. 3. To continuously gather and track data in order to inform the development and execution of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g. tropical cyclones, economic downturn, environmental crisis, etc.). 5. To coordinate with other staff departments, the agencies, and the public and private sectors, in the provision and use of applied, actionable research; to inform the destination marketing decision making processes and measure effectiveness. 6.To identify accurate, timely, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators in order to advance the development of successful marketing strategies. 7.To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. Óóï GOALS: The 2012-2013 goals of the Market Research program are: 1.Develop a domestic traveler profile for each region of the U.S.; highlighting travel pattern and planning characteristic by geographic area of origin. 2.Evaluate the branding of each of the Keys’ individual districts. 3.Establish an advertising evaluation program; assessing comparative ROI of various media. 4.Develop a study of LGBT visitors. 5.Establish a website usability review. 6.Replicate Price/Value visitor conversion study. 7.Develop market report on Canadian travelers. 8.Develop a profile of travelers with propensity to visit the Keys in the offseason in order to expand off-season visitation. 9.Develop a community-based social marketing strategy for effecting behavioral changes of Keys’ travelers towards a more green travel experience. 10.Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations and film. RESEARCH METHODS: Every research study begins with the formation of a question; what do we need to know? Once this has been established, the potential sources of information available to answer the question, are identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed-methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in-depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, their results can offer a far more in-depth understanding of the target’s perspectives or opinions than is otherwise obtainable through quantitative surveys. Qualitative research can provide insights into the underlying research problem to better develop quantitative research for conclusive data. Quantitative research focuses on numbers, logic, and the objective; providing quantifiable responses to a specific question obtained from a statistical sampling of a target population. While Óóî quantitative data collection techniques can vary depending on the sampling design and the type of information to be collected, the traditional empirical quantitative technique in market research is the survey questionnaire. By administering a survey to a random sample of a population, one is able to draw inferences about the behavior of an entire population. The medium by which the survey is implemented can include mail, telephone, face-to-face interviews, e-mail and the web. IMPLEMENTATION: Research focusing on potential visitors (inquirers) to the Florida Keys & Key West: Telephone, Live Chat and email visitor inquiries will continue to be tracked through the VIS software. Surveys conducted via these inquires will be summarized in monthly reports for each district, and the County overall.The reports shall include the origin of the inquirer, advertising source that prompted the inquiry and more. AT&T business reports will provide quantity of all calls made to the 1-800 generic and district numbers. Live Chat reports will tract volume of chats. Software and report functions will be maintained and upgraded as needed. We will continue to report on the wealth of data gleaned from the Key West Business Guild’s Gay and Lesbian VIS database. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographic, party composition, expenditure across multiple categories, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. ‘Special topic’ questions will be added on an as-needed basis. We will continue to track prior cruise ship visitation in Key West in order to measure potential for conversion into overnight visits. The data collection and input will continue to be conducted by an outside research firm, with the data analysis and reporting performed in-house. Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge lodging industry performance. This includes the following: a monthly occupancy and average daily rate report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon and Monroe County excluding Key West; and weekly reports on daily occupancy and average daily rates for Monroe County and Key West. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than we available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. The Keys also has a substantial offering of vacation rental properties for transient accommodations. Given its functional variation from traditional hotel rooms, this product category’s performance is also quite different. To further track Keys lodging performance, a vacation rental report will be produced by vendor V-Trip. We will work to increase participation in this program to allow further district segmentation. RV Parks and Campgrounds also provide lodging for visitors. In District II in particular, these types of accommodations are an important part of our market. We will work to create a monthly Óóí occupancy and rate report for this lodging product similar to our vacation rental and hotel programs. VisaVue International Traveler data will be utilized to track visitation and spending patterns of international visitors to the Keys. Combining VisaVue data with other data sources, projections will be made as to total visitation by country of origin and economic impact. Fulfillment of 2012-2013 Research Goals: 1.Key to successful marketing is sending the right message to prospective customers at the right time. There is a multitude of secondary data on international markets detailing when travelers from each region plan, book and carry out travel to the U.S., as well as, profiles of those travelers. This assists in timing our marketing and crafting our messages specific to those regions. We’ll apply a similar methodology to the distinct geographic regions of the U.S. We’ll utilize research to go beyond anecdotal evidence. We’ll find when travelers, with a propensity toward vacations appropriate for our product, plan, book and carry out those vacations by U.S. geographic area. We’ll also build of profile of these travelers by area, offering insight into appropriate media, timing and messaging. 2.Another key to successful destination marketing is promoting a message that is appropriate for the perception travelers have of your brand. In this exercise, we’ll look more closely at the branding of the five districts of the Keys. We’ll utilize research to examine what is travelers’ perception of the districts as individual destinations; both actual visitors and potential. Does our district branding resonate? Are we branding such that our districts are seen as complimentary, yet distinct enough to warrant repeat visits and/or extended stays to see all that the Keys has to offer. If not, what are the appropriate associative descriptors for each district? 3.The Keys have choices of media channels in which to market to prospective and past visitors. But, which media provides the best value? We’ll select two media channels to track and compare ROI. Our research will examine how effective was marketing conducted via the channel in converting impressions to visitors. We’ll also examine how effective was the marketing in increasing awareness of brand. 4.A long established niche market for the Keys is gay and lesbian travel. Periodically, we’ve conducted research on LGBT travelers’ perceptions and intentions towards Keys vacations. We will again engage in this research. We’ll also look to quantify the existing gay & lesbian travel market in the Keys. 5.Our official website, www.fla-keys.com, is seen by millions of potential and actual visitors each year. For this research project we’ll test the usability of our site. How do people actually use the site, how easy is it to use, what do people like or dislike, can they accomplish their desired tasks, where do they get lost (if at all), how could the site be improved, etc. Óóì 6.In 2007, we conducted a study on the role of price and value in a traveler’s decision to visit, or not visit, the Keys for their vacation. The study found value perception was a predictive factor in whether a traveler would select the Keys or not. The study then provided insight into marketing techniques which may boost value perception and target potential visitors who see the Keys as a good value. We repeated this study in 2009 to see how the recession may have effected the role of price and value in intention to travel to the Keys. Again, we saw value as predictive factor. As travel behavior continues to evolve post-recession, we’ll look again at the price/value role, emphasizing marketing messages which continue to promote the Keys as a good value and are effective in converting travelers to visitors. 7.In the past we have looked at top inbound markets from overseas countries, including the U.K. Though not an overseas market, Canada is actually our top international market. We will develop a primary research study on potential travelers from Canada; including awareness of the Florida Keys & Key West, perceptions of the destination, intentions to travel here and best practices for reaching this market. 8.The Keys’ occupancy during peak season months generally runs from mid 80 to mid 90 percent, with many weekends approaching 100% occupancy in some areas. Off-season months, from August to mid-December, range closer to 50 to 60 percent, with some months as low as 35 percent. Perhaps our best opportunity to increase heads in beds and touristic spending is to further grow our off-season occupancy. To do this, we’ll develop a profile of travelers with propensity to visit the Keys in the offseason by district. We’ll look at who our off-season visitors currently are in each district and create a psychographic profile using market segmentation analysis. We’ll then map out where similar travelers reside, based on these market segments, and establish best methods for media and messaging to reach them. 9.The Keys offers travelers many ways to have a more green travel experience. Marketing can be effective in making travelers aware of the opportunities, but research shows community- based social marketing is most effective in fostering actual behavioral change. Effectively changing tourist behavior toward more green travel practices helps protect and preserve the natural resources in the Keys; as is in keeping with our sustainable tourism mission. Engaging in green travel experiences can also enhance the overall visitor experience; making it more unique and rewarding, thereby increasing likelihood of positive word-of-mouth and repeat visitation. We’ll utilize research to examine which initiatives may be most effective in removing barriers toward green travel behavior and enhancing the green travel experience. 10.We will continue to seek out new or improved methodology to expand and enhance our core research program, evaluating the effectiveness of our advertising, public relations, sales and film. Óóë 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 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 the staff departments and the agencies. Óóê MARKET RESEARCH BUDGET VISITOR PROFILE SURVEY $70,000 OCCUPANCY & AVERAGE DAILY RATE REPORTS $27,000 Hotels, Small Lodging, Vacation Rentals & RV Parks VISAVUE INTERNATIONAL TRAVELER REPORT $12,000 DISTRICT RESEARCH $80,000 Brand Awareness Study Off-season visitation expansion GENERIC PROJECT RESOURCES $154,000 Domestic Traveler Profile Advertising ROI LGBT Visitor Study Website usability review Canadian Traveler Study Mystery Shopper Survey Price/Value conversion study Community-based social marketing green travel study Other Project Resources SECONDARY RESEARCH $14,000 Purchase of Secondary Research from Outside Sources PhoCusRight Tourism Research Subscription Travel Indicators Tourism Research Subscription MISCELLANEOUS $6,000 Memberships Telephone, Fax Postage Computer Equipment/ Software Upgrades Conference, Workshop, Seminar Attendance TOTAL $363,000 Óóé Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of our programs. Evaluation is a systematic approach to assessing the performance and improving the efforts of the TDC and its marketing plan. Systematic in that there is usually a three (3) stage process of (1) gathering data, (2) analyzing the data and (3) how we use that information to improve our program. Though the TDC has different ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program’s performance. The TDC Market Research Department along with an outsourced research company, regularly conducts visitor profile analysis and monitors marketing effectiveness through surveys, studies, and other research techniques that will give measurable results. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an important element of our program. Being able to gather and analyze data in a timely manner gives us the ability to make changes in our plan. We are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: Pre/post tracking studies, which measure users and non-users of our marketing efforts. Why someone did not respond is as important as why someone did. Comprehensive studies of how travel information is delivered and used by the potential visitor. The measures of economic impact and return on investment (ROI). What are the total benefits of a visitor coming to our area versus the cost of attaining those benefits? Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of the plan should not only grade our current efforts but should help show us how to make adjustments, and be more effective in subsequent years. Òóï Some of the criteria or techniques that will be used or planned by the TDC this year to assess program effectiveness include: VIS reports Visitor Profile Survey reports Smith Travel Research Report V-Trip Vacation Rental and RV Parks Report Focus group studies Economic & tourism indicators AT&T call reports Bed tax revenues report Sales tax revenues report US 1 traffic counts Airport arrivals and cruise ship/ferry passenger counts Internet marketing click-through counts Google analytics and Urchin Web Analysis User demographics reports Web site brochure and video downloads Social Media user demographic reports Social Media monitoring and analysis Electronic sales lead tracking Travel agent sales reports Tour operator room nights booking reports Trade show room nights booked reports Trade show visitor intercept surveys Number of meetings booked Follow-up sales leads reports Credit card demographics European agencies’ reports VIS mystery shopper reports rd 3 party accommodations Internet bookings Print ad pre-testing Trade partners and industry survey (meaning surveying travel agents & lodging sales staff) Conversion studies Online surveys or web based surveys In summary, we need to know what marketing efforts are working; what is not; and make the appropriate adjustments in the quickest period of time, to ensure the success of our decision- making process. 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