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BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date: SEPTEMBER 17, 2014 Division: TD Bulk Item: Yes X No _ Department Staff Contact Person/Phone #: Kelly_ Scarbrough 296-1552 AGENDA ITEM WORDING: Approval of the 2014/2015 Monroe County Tourist Development Council Marketing Plan ITEM BACKGROUND: TDC approved the Marketing Plan at their meeting of July 29, 2014 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATIONS: Approval TOTAL COST: No Cost BUDGETED: Yes No COST TO COUNTY: None SOURCE OF FUNDS: TDC REVENUE PRODUCING: Yes X No AMOUNT PER MONTH Year APPROVED BY: County Atty N/A OMB/Purchasing N/A Risk Management N/A DOCUMENTATION: Included X Not Required DISPOSITION: AGENDA ITEM # Revised 11/06 }ti iorlaa Heys & e est y . " 0 0 come dS you are Table of Contents Section One: The Mission of the TDC I. Vision Statement.................................................................................................... A-2 II. Purpose of Plan...................................................................................................... A-3 Section Two: Situation Analysis I. Product Analysis.....................................................................................................B-1 II. Position Analysis....................................................................................................C-1 III. Prospect Analysis.................................................................................................. D-1 IV. Promotional Analysis.............................................................................................E-1 Section Three: Program Planning I. Program Development i. Goals............................................................................................................F-1 ii. Priorities.................................................................................................... G-1 iii. Resources.................................................................................................. H-1 II. Marketing Strategies and Implementation Section Four: Evaluation......................................................................................... N-I Section One: The Mission of the Tourist Development Council L 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. IL 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. Section Two: Situation Analysis Descriptive profile of the Florida Keys L 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. (88%) • The Florida Keys are accessible by air. (7%) 1. Key West International Airport is served by American Eagle, Cape Air, Delta, Silver Airways (United/Jet Blue), and U.S. Airways. There are year-round out- of-state direct (non-stop) flights to and from Atlanta. Seasonally, there are direct (non-stop) flights to and from Charlotte, New York, and Washington D.C. There are direct (non-stop) in -state flights to Fort Lauderdale, Fort Myers, Miami, Orlando and Tampa. Special Charter service is available at Key West International Airport. 2. Florida Keys/Marathon Airport is a General Aviation Airport currently servicing 66,000 operations (take offs and landings) a year. This full service airport 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 765,000 cruise ship visitors a year. • Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West); shuttle services; major car rental agencies; and limousine services. Local transportation by taxi and shuttles; and Key West offers public buses, unique trolleys and a sightseeing train. • 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 • 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 artists. The visual, literary and performing arts produces a stimulating experience for visitors to the Keys. There are many cultural events throughout the Keys during the year that include the art, music, history and food. • 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 among the highest of visitor activities. • 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. H. 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 • surrounded by a National Marine Sanctuary • 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 overcrowding 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 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 excel at winding you down and mellowing you out, while still showing you a fun time. Time to explore and experience the relaxing island life. Getaways can be just for you or be: romantic; family; girlfriend; the guys; and the regular weekend getaway. Our cultural resources sets the background for a marketing campaign to highlight the unique character and attractions of the Florida Keys. Authentic 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 continue to 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. Our art galleries, music, historic and heritage tours and natural settings turns the Keys into a number one sightseeing adventure. Ecotourism, geo-tourism and our natural resources will continue to 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 authentic history and culture of the area and its 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. We will increase marketing to Millennials to advance our geo- tourism efforts. 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, Canada and the Scandinavian countries. Our secondary markets of Italy, France, Benelux, Ireland, China, Japan, Switzerland and South America will be monitored and receive proportional marketing efforts. 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. There are a number of wedding planners throughout the Keys to supply unique wedding venues for all budgets, intimate to grand in size, and work closely with the tourism industry to develop a good experience for the visitors. One of the markets that we will focus on this year is to increase our marketing efforts to the Fishing industry. The emphasis will be on charter boat fishing, not only to the true returning saltwater angler, but to the novice and to freshwater fishermen seeking new adventure. Website and Social Media Positioning Our website, fla-keys.com, is the epicenter of the destination's marketing efforts. Calls -to -action used in advertising, sales, news and social media all direct visitors to fla-keys.com. Together, fla-keys.com and the corresponding foreign websites are available to and accessible by all the market segments, demographics and geographic locations of our potential visitors. The mobile site, m.fla-keys.com, was redesigned and launched in June 2014. In the 2014/2015 fiscal year, we will continue to adapt this site to the surging mobile market. On average, visitors to websites decide to stay on or leave a website in 7 seconds. For this reason, it is vital that visitors to fla-keys.com are engaged at first glance. To captivate users from the start, we continue to refresh the lively, large-scale imagery that greets users. If visitors become engaged with the website, then they are engaging with the destination. The ultimate goal is to increase new visitation and nurture `brand' loyalty for returning visitors. An objective of the website is to provide extensive, yet easily navigable, information about traveling to and experiencing the Florida Keys. To promote overnight stays, we have made information about accommodations the most prominent resource on the site. Visitors may easily search accommodations by location, property type and amenities. Social media and sharing tools will continue to be integrated throughout the website to encourage visitors to share their experiences. As user -generated content is considered among the most trustworthy for travelers, we must open these channels to encourage our visitors to share their experiences. Since content, like a news article or video, drives traffic on the Web, it is important that our content be easily shared. The more our content is shared via e-mail or via channels like Instagram, Facebook, or Pinterest, the more opportunity we have to drive new visitation to fla- keys.com. Each time our content is shared to another website, we earn a new direct link back to fla-keys.com. We will continue to make current and new social and sharing tools prominent on the website so that the Florida Keys & Key West is shared and spread on the Web. The website will maintain Section 508 compliance and will continue to be accessible by people with disabilities and assistive technologies. The Web is not a barrier to people with disabilities; it is the solution. It is important that information about our destination is accessible to all our visitors. Mobile Website Redesigned and launched in June 2014, the mobile site, m.fla-keys.com, is a critical component of our marketing toolkit. In the first six months of 2014, 42% of all traffic to our website was from mobile devices. In 2014, it is expected that more people will access the Web via mobile devices than desktop computers. Now, when people visit our website from mobile devices, they will be met by the latest in mobile design. "iOS7" Mobile Design is characterized as taking advantage of the entire screen with edge -to -edge images and "flat" design. With a more efficient use of screen space, all five districts are illustrated "above the fold" on the home page along with "Places to Stay", "Things to Do" and "Calendar of Events". Our mobile site features a collapsible "three line" menu navigation and search function. Collapsible navigation is there when needed and off to either side when not needed. The redesign of the mobile site is far more "thumb -friendly" that its predecessor and is outfitted with more visual navigation and less small, text links. And with 72% of consumers watching video on mobile phones, we made it a priority to embed the "Video of the Week" on the home page so that mobile users can easily experience the Florida Keys through video. As mobile Web traffic tips the scale in 2014/2015, we will continue to adapt the mobile site. We also plan to release mobile versions of the foreign websites. Florida Keys App The next release of the Florida Keys App will include "geo-fencing" and iBeacon capabilities that enable "push notifications" when visitors are in the Florida Keys. This technology can be used for a variety of purposes from promotions, news or contests to weather alerts. The Florida Keys App is currently available on iPhone, iPad and Android devices. The next release will incorporate iOS7 design, like the mobile site and a stronger social media presence. Streaming Web Cams We will continue to adapt the streaming Web Cams to user and industry standards so that the maximum number of visitors may experience the cams. In 2014, all of the Web Cams were upgraded to a mobile -friendly technology. Our goal is to offer a diverse group of Web Cams so that users have the opportunity to view a range of locations, vistas and activities. Search Engine Optimization (SEO) With 92% of travel planning beginning with an online search, it is a necessity that the Florida Keys & Key West maintain our longstanding high rankings on the search engines. Fla-keys.com has historically earned top organic positioning across Google, Bing, Yahoo!, AOL, Ask.com and others. Organic, or non -paid, traffic from the search engines to fla-keys.com is a top traffic generator for the website. Organic search listings are also free, so the more traffic garnered through organic results, the less paid search advertising is necessary. As the algorithms of the search engines continually change, we monitor industry trends and make necessary changes to the website. We subscribe to software that measures the effectiveness of our search marketing efforts, as well as changes to the algorithms. We will be implementing a greater schema.org integration on fla-keys.com. We will also monitor the effectiveness of our content marketing and social media marketing for the purpose of SEO. Social Media Management The overarching goal of our social media efforts is to engage visitors with the destination. Today, travelers increasingly turn to social media for answers and recommendations about vacationing. Together, all social media channels serve as extensions of the website. This enables us to connect with visitors in all the ways they communicate. Our social media channels are the `voice' of the Florida Keys. With the acquisition of Sprout Social, we now have access to better reporting and analytics. With this platform, we have a solid understanding of page activity, which enables us to post at times of optimal activity on our page. When we know the times that our fans are active on the page, our posts have the opportunity to reach and engage the most people. A "Competition Comparison" metric within Sprout Social allows us to gauge our effectiveness and influence among other destinations. We will continue to use this powerful management tool in the 2014/2015 fiscal year. Based on industry trends, it is apparent that organic reach on Facebook is changing. We will continue to monitor updates to Facebook's algorithm, and we will make recommendations and take action as needed. We plan to rebuild our existing social Apps using ShortStack, a SaaS (Software as a Service) tool that enables the building of Apps and contests. Once we revamp the Apps with ShortStack, they will be built on a better and more interactive software. And using ShortStack, we plan to run contests that can take place on both social media and on our website. The sharing of information about the destination on social media increases awareness and branding. Content to be shared via social media shall meet the following general guidelines: • Content is newsworthy, informative, beneficial, valuable or relevant to fans of the Florida Keys & Key West • Messaging, images or videos generate interest in the Florida Keys as a travel destination • Content portrays the destination in the most positive light • Content aims to build the fan base, engage fans and increase affinity, OR drive traffic primarily to the TDC site or a relevant, credible source The Florida Keys & Key West will maintain, or launch, an active presence on the following social media outlets: • Facebook • Twitter • Google+ • Pinterest • Instagram • FourSquare • TripAdvisor Tracking & Reporting In the 2014/2015 fiscal year, we will advance our regular reporting of the website by offering segmented analysis of activity on and performance of fla-keys.com. With interpretation by our Google Analytics Qualified Individuals, we will have a deeper understanding of the behavior of users who visited our site. It is necessary that we understand how the site is performing and how visitors interact with it so that we may continually refine the core of our marketing efforts. For each TDC and DAC meeting, we will continue to provide detailed reporting of our website and individual districts. We will provide statistics via Google Analytics, Urchin Reporting, Facebook Insights and Social Media Reporting. 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, Virginia, Maryland, Minnesota • Secondary • Indiana, Alabama, South Carolina, Connecticut, Missouri, Tennessee, Wisconsin, Colorado, Washington, Iowa 2. International Markets • Primary • Canada, Germany, United Kingdom, Scandinavian countries (Sweden, Norway, Denmark, Finland) • Secondary • France, Italy, Benelux (Belgium, Netherlands, Luxemburg), Ireland, Switzerland, Brazil, Argentina, Austria, Japan, China and Spain 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/Snorkeling Market G. Gay/Lesbian Market H. Senior/Baby Boomer Market I. Millennials Prospect Analysis - continued J. Weddings/Honeymoon Markets K. Boating Market L. Multi -Ethnic Markets M. Culinary/Foodies N. Family Travel O. Travelers with Disabilities P. Getaway Traveler Q. Travel Trade Industry I. Travel Agents 2.Tour Operators 3.Wholesalers 4.Motor Coach Operators 5.Meeting Planner 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. The TDC establishes a Request for Proposal and the District Advisory Committee (DAC) allocates funding for that district destination events. Most event funding is for advertising only, however, in some cases that involve the highest level of economic impact to their district such as, a high volume of room nights and visitor expenditures, 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 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 purposes. 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, theaters, recreational areas, nature centers, beaches, and other historic and cultural attractions for our visitors. Promotional Analysis - continued Although these projects are primarily to promote tourism, 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 in the promotion of tourism. Section Three: Program Planning I Program Development i. Program Marketing Goals 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 sustainable tourism efforts. 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. 1. Increase comprehensive public relations program. M. Increase awareness of the Keys to the film industry for promotional opportunities. n. Increase fishing industry travel. 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. H. Top Marketing Priorities 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/image 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 sustainable tourism. f. Development of capital projects and improvements. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote Gay/Lesbian travel. j. Identify and market to the visitor with the highest average daily expenditure for longer stays. k. Promote to international markets. 1. Promote attractions. M. Promote awareness of non-stop 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. Promote and improve visitor experience. t. Develop new and updated research programs. iii. Resources (to execute program planning) a. Board: Monroe County Tourist Development Council b. DAC's: Monroe County District Advisory Committees C. Staff: • Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC • Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets • Director of Sales - responsible for coordination of sales as directed by TDC • Director of Research - responsible for the coordination of research as it relates to requirements of TDC • Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager • Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation • Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties • Office Assistant - responsible for reception, telephone, administrative support and general office duties • Corporation Manager — management of Visit Florida Keys Corporation personnel benefits • Destination Sales Coordinator - administrative assistance to sales staff and assistance and coordination in the fulfillment and staffing of promotional efforts when necessary • Sales Managers - responsible for special market segments and their performance • Film Commissioner - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support to production shooting in the Keys d. Training: 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. Resources — continued The Florida Association of Destination Marketing Organizations has an educational initiatives program with its membership and has an annual Destination Marketing Industry Summit. Visit Florida has joint tourism marketing workshops to help service the industry and an annual Governors Conference on Tourism. The Hospitality Sales and Marketing Association International has workshops and a Florida Keys charter who meet regularly and presents speakers, networking and educational opportunities for staff. e. Agencies of Record 1. Tinsley Advertising - Advertising 2. NewmanPR — Public Relations 3. FloridaKeys.com — Website Provider and Social Media Marketing f. Support Agencies 1. Axis Travel Marketing - United Kingdom and Germany (sales) 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries 3. LMA Communications - Canada g. Budget (as legislation directs) FY 2014/2015 TDC FOUR PENNY BUDGET $44,306,493 Film $250,000 0.56% Florida Keys Council of Emergency FCCA $4,200 0.01% the Arts $72,500 $3,700,000 / City. Cost Alloc 8 35% 0.16% $417,548 0.94% Resources � $1,017,600 2.30% 1 Capital $8,756,735 19.76% VIS/Fulfillment $1,032,215 2.33% Umbrellas/Events $3,683,918 8.31% Finance/Attorney $175, 830 0.40% Admin/Overhead S $1,190,596 2.69% Research $583,500 )Z,U4b,LL1 1.32% 4.62% $1,708,500 3.86% Promotional Resources $250,000 0.56% website related Expenses $332,596 0.75% Advertising $19,084,534 43.07% FY 2014/2015 TDC FOUR PENNY BREAKDOWN Emergency Fund $44,306,493 8°% Projected FY 2014 Balance Brought Annual Four Penny Forward (estimated Revenue unexpended 64°% capital/event contracts & resources) 12°% Balance Brought Forward (rev/expend variances) Less state reserves ° ° (F.S. 129.01) (5°%) FY 2015 TDC TWO PENNY BUDGET 'Events' (35%) Portion $8,209,818 County Cost Allocation, $65,436, 0.80% Commission & Fees Film Commission, (Finance), $39,585, $250,000, 3.05% 0.48% Research, $583,500, Fulfillmen 0.1 Legz Salary/Be $29,104, Resource! 5. Cultural/F Um $2,716,! europ, L9.92% n cy, 18.61% FY 2015 TWO PENNY BUDGET Administrative (7%) Portion $1,579,817 Florida Keys Council of the Arts, $72,500, 5% VIS Software, $1,500, Dues/Subscriptions, .10% $8,700, 1%,. Capital Oul $8,000, 1 Visit FLA, $12,000, 1% County) Attorney/Finance, $27,583, 2% Resources, $211, 13% Repairs/Rentals, $16,500, 1% Cleaning, $6,000, .41% Courier, $2,500, .17% communications, $20,500, 1% Supplies, $12,000, 1% Admin/Operating, $603,761, 38% Travel, $25,250, 2% County Cc $62,2 Resot $200,74: FY 2015 TWO PENNY BUDGET Advertising & Promotion (65%) portion $12,662,054 Website Related Commission & Expenses, Fees (Finance), r$210,000 1.66% $56,784, 0.45%� Ad. Expenses, $65,000, 0.51% ;ing, 49.52% Other Resources 1. Chambers of Commerce (Key Largo, Islamorada, Marathon, Big Pine Key, Key West) 2. Lodging Association of the Florida Keys and Key West 3. Key West Innkeepers Association 4. Key West Business Guild 5. Key West Attractions Association 6. Federation of Chambers 7. Florida Keys Council of the Arts (Cultural Umbrella contract) 8. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella contract) 9. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 10. Visit Florida — State Tourism Office 11. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 12. International Association of DMO's 13. Fl. Association of Destination Marketing Organizations IL Marketing 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 ,ffl A Im A, M. 1 a , .4 1. 16. ig M.—AF, ilk F al I iM A m A vwdd% I -q , F I m, 41 -Al p 'Ok A A M, Al. If 9 1 D 11, I D J lk 111, . 01x�x A m & MI Id In -7 mar 41 -A- -;Ow -pdgpL ddPp-- d%L I. Advertising Advertising continues to be the primary marketing engine for The Monroe County Tourist Development Council's Florida Keys & Key West campaign. 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 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 will not promote to the masses on television. Instead, we will continue to select specific networks and programming where we reach the affluent traveler. The television campaign will continue to include a national cable buy as well as spot market television to provide greater advertising pressure in key feeder markets. We will continue to expand our national and spot market television buys to include the fall and late spring/early summer to further promote year-round tourism; something we introduced in 2013. 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. As done last year, we will investigate in -state radio promotions during the summer season to promote to the drive -down market. 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. We will continue 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 more 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 take on a bigger role this year due to the new design of the mobile site and the potential to reach a younger audience (Millenials). These 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, 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 will be continually monitored 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 (both local newspaper sites and geo-targeted national news sites such as CNN.com and NYTimes.com) and various ad networks that include sites such as USA Today and ABCNews.com. Most newspaper efforts will be accomplished through The York Times Sunday Travel section (reaching the New York DMA as well as the rest of the country) and in- state local newspaper markets to promote late spring and summer visitation. 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 implement a station - domination campaign in the Boston market in the month of February. District One will continue to have an effort in the Atlanta International Airport focused on commuters flying with Delta. 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 and culturally -minded 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. 1. Create a new Generic high -definition television spot promoting the various dining and culinary experiences throughout the Keys. 2. Create a new Generic high -definition television spot promoting the variety of accommodations available in the Keys. Increase print and digital advertising presence in the Canadian market; specifically Toronto. 4. Increase advertising presence in the West Coast; specifically in the Seattle, Washington and Los Angeles, California markets. 5. Increase Generic and District television campaigns in the fall. 6. Increase the promotion of fishing (backcountry and offshore) throughout District and Generic campaigns. 7. Increase mobile advertising efforts through the Generic campaign. 8. Create an outdoor campaign in Boston, Ma. 5 LA LU R LL; Ln -Z LU w LU 2 ul LLE u 0 LU LU ti mw LF LU D 1 7 0 > - u 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. Mobile/tablet advertising will experience a significant increase in our efforts this year. The mobile/tablet efforts will be geo-targeted to key markets on a seasonal basis using behavioral ad contextual targeting. Video, interactive and expandable banner efforts will be used on several different networks to reach our core markets and to engage millennials. We will continue the use of search engines, search words, banners 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. We will continue to target the slowest tourism periods of August, September and early October with marketing efforts to the state of Florida, international and senior 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 continue to market to key international markets as well as closely monitor those markets that might be stagnant or where we have seen a decrease in visitation. As a rule, international travelers typically stay down longer, come during the slower seasons and spend more while visiting the destination. 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. Branding The ground rules for branding are rapidly evolving. Social media, millennials and mobile marketing have enhanced brand strategies for the current consumer. Now, brand identity is most powerful when it evolves and its value strengthens with the changing lifestyles of its audience. People now don't have the time to figure out what your brand is trying to say. Consumers (potential visitors) want straight forward alliance with "their" identity. 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. 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. 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, attractions, meeting planners guide. Description: 4" x 9", four-color Destination/Generic DVD: An interactive DVD that includes a button for the new Keys Video, a button for the Destination/Generic Brochure as a PDF File, a button & link that connects to the official TDC web site and a button for maps and screensavers. Description: DVD & DVD Sleeve Conch Brochure: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German. Description: 4" x 9", four-color Meeting Planners Guide: A guide featuring a beauty shot of participating properties, along with a description and room/facilities chart. Includes map 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 related business listings. Description: 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 events. Description: 4.5" x 7", 16 pg., four-color Fishing Guide: Brochure includes the variety of fishing & timing within the destination and includes a link to a complete list of fishing tournaments with date, location and director information as well as fishing & boating information within the Keys. Description: TBD 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 dive map. Description: 4" x 9", 12 pages, four-color Diving Wreck Trek Passport Brochure: Includes information (including a map) on the various wrecks in the waters of The Florida Keys with a dive log for every potential dive. This brochure is used as part of an on -going Wreck Trek promotion where, once all wreck dives are completed, the visitor gets an opportunity to win a Florida Keys & Key West dive vacation. Description: 4" x 5.5", 28 pages, four-color Diving Reef Explorer Brochure: Includes information (including a map) on the various reefs throughout all the districts in The Florida Keys. This brochure is used as part of a new Dive Umbrella promotion where beginner and experienced divers can participate in a wreck trek program where, once wives are completed (one in every district), they will receive a downloadable official "Keys Reef Explorer" poster suitable for framing. Description: 5.5" x 8", 16-pages, four-color. Diving Postcard and DVD: The postcard includes a DVD that has a six -minute video highlighting the unique wrecks and reefs in each district. Each chapter is district specific and includes a district spot, logo and call -to -action. Description: Postcard, sleeve and DVD. Target Audiences • Consumer The general target audience for the Florida Keys & Key West is affluent Adults. • By targeting the affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "aspirational" element of a broader audience: those with less income who aspire to experience a quality vacation and thus will be more likely to travel to the Florida Keys & Key West. Within this group, "umbrella" campaigns will be skewed to prospects with special interests: • Leisure Travel • Ecotourism/Green Travel • Diving/Snorkeling • Fishing • Boating • Cultural/Historical/Art • Gay/Lesbian • Senior/Baby Boomers • Culinary/Foodies • Weddings/Honeymooners • Soft -Adventure • Romance • Family Travel • Gender Travel • Travelers with disabilities • Meetings & Incentives Market • Travel Trade • Travel Agents/Tour Operators, both nationally and internationally. • Meeting Planners, for small to mid -size meetings • International Travel International advertising entails a marketing message to target audiences in different countries. These target audiences differ slightly in terms of their perception on value, communication style and monetary conditions. 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. 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 the late summer/early fall months. 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. We will consistently monitor international economic conditions and apply that information to our current marketing strategy. We have International Sales and Public Relations agencies that we rely on for current travel data including trends, economic conditions and travel preferences. Domestic Target Audience Affluent Adults Age 35-64, HHI $100,000+ Population % of Total Index A35-64, HHI $100,000+ 39,335,000 100% 159 Total Men 19,241,000 48.9% 97 Total Women 20,094,000 51.1% 104 Age 35-39 5,072,000 12.9% 159 Age 40-44 7,387,000 18.8% 159 Age 45-59 7,526,000 19.1% 159 Age 50-54 7,462,000 19.0% 159 Age 55-64 11,888,000 30.2% 159 HHI $100,000-$149,000 20,884,000 53.1% 98 HHI $150,000-$199,000 8,953,000 22.8% 97 HHI $200,000-$249,000 3,736,000 9.5% 109 HHI $250,000+ 5,762,000 14.7% 108 Married 32,711,000 83.2% 118 Single 29,558,000 47.0% 99 Professional/Managerial 27,839,000 70.8% 111 College Graduate 26,119,000 66.4% 100 Own Primary Residence 36,825,000 93.6% 103 1+ Airline Round Trips in Past Year 34,354,000 87.3% 101 5+ Airline Round Trips in Past Year 13,786,000 35.1% 101 5+ Nights in Hotel in Past Year 24,911,000 63.3% 103 Northeast 8,206,000 20.9% 96 Midwest 8,195,000 20.8% 102 South 13,297,000 33.8% 103 West 9,638,000 24.5% 98 Source: 2013 Ipsos Affluent Survey USA -Adults 18+ HHI $100k+ weighted to Affluent Adults - Base: All 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=118 index. This means that the target population is 18% more likely than average to be married. Out of Ham 2% Tele 2014-2015 Total Plan Digital 21 % International $1990849534 Magazines 12% Collateral 0% $Owes/Production 11% vlaterials ..S% 2014-2015 Monthly Media Spending November 12% October b% August 1% July 4% December 7% June 5% J anuary 12% May 8% $1691949013 April 14% February 14% March 15% DAC 1 30% 2014-2015 Advertising Breakout DAC 2 DAC 3 3% 8% DAC 4 8% ]AC 5 7% pure Umbrella 2% wive Umbrella - =_- 3 % Fishing Umbrella 2% Generic 37% Total Budget: $18,284,534 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, District and Umbrella 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. 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. FULFILLMENT PROCEDURES DOWNLOAD FROM: (oll"Imbers INTERNATIONM Aus %tirk-cow L' F. And rKawm Tinsley TfX'j Office / TO: SHIP TO: 1 Truk �� irlt��i-nati;anal Traci c �� Int��r7�atit�n:il Colltiurne l's GENERIC MEDIA PLACEMENT TELEVISION Television will be used to reach the core demographic of Adults 35-64 with a Household Income Of $100,000+. NATIONAL NETWORK CABLE TELEVISION: The network cable buy will air in the following periods: • November 3 —November 23, 2014 • December 1- December 21, 2014 • February 23-March 15, 2015 • March 30-April 19, 2105 The networks under consideration for use includes: CNN, Fox News, MSNBC, CNBC, Fox Business, HGTV, Food Network, The Cooking Channel, DIY, TLC and The Travel Channel. The Florida Keys will also have a heightened presence in fishing shows, with significant exposure on Saltwater Experience, George Poveromo's World of Saltwater Fishing, Sport Fishing Television and Bass to Billfish. LOCAL MARKET SPOT TELEVISION: The spot television buys will air in key markets throughout the year: Fall/Winter • New York, Chicago, Philadelphia, Boston, Washington D.C., Detroit, Atlanta, Charlotte, Dallas and Houston has been added for 2015. Spring/Summer • Miami/Ft. Lauderdale, Tampa/St. Petersburg, Orlando/Melbourne, West Palm Beach, Ft. Myers/Naples and Jacksonville Advertising will be purchased in early and late news dayparts. Buying the news daypart is cost effective, reaches an upscale audience and is mostly watched live and not recorded by a DVR. CONSUMER MAGAZINES AND ANNUAL PUBICATIONS (DEDICATED BRANDING ADS): Full and half -page, four color magazine ads will be utilized to target the upscale traveler both domestically and internationally. Consumer Magazines (Destination Co-op Ads) Full and two -page spreads four color ads with Co-op opportunity by destination properties: • Brides, Coastal Living, Conde Nast Traveler, Destination Weddings & Honeymoons, New York Times T Travel Magazine, Travel +Leisure, The Villages and Visit Florida 2014 Official Visitor's Guide. Consumer Magazines (Dedicated Branding Ads • Virtuoso Life Magazine, Florida Travel & Lifestyles, Golf Magazine, New Mobility, Travel guide to Florida, Orange Bowl Official Program Annuals: • AAA Florida Tour Book, AAA Visit Florida Worth the Drive, Camp Florida, Visit Florida Official State Road Map, Florida Fishing and Boating Guide DIGITAL/NEWSPAPER MEDIA CO-OP PROGRAMS: Co-op programs will use E-Newsletters and digital banners that link consumers to splash pages providing information on participating properties. Four-color newspaper ads will also allow properties to promote themselves. Co-op programs allow for individual properties to be promoted in a cost efficient manner. FALL/WINTER CO-OP PACKAGES • New York Times, Wall Street Journal, New York Magazine, Newsday.com, ChicagoTribune.com, Philly.com, Boston.com, WashingtonPost.com, News Distribution Ad Network (Geo-targeting New York, Chicago, Philadelphia, Boston, Washington, Detroit, Los Angeles), and CNN.com (Geo-targeting Chicago, Philadelphia, Boston and Washington). DIGITAL/NEWSPAPER MEDIA CO-OP PROGRAMS: SPRING/SUMMER CO-OP PACKAGES • Atlanta Journal & Constitution, Charlotte Observer, Miami Herald, Palm Beach Post, Orlando Sentinel, Scripps Treasure Coast Newspapers (Stuart News, Port St. Lucie News, Ft. Pierce Tribune, Vero Press Journal, Jupiter Courier), Visit Florida Spring & Summer Florida Newspaper Insert, Atlanta Magazine, Texas Monthly, AJC.com, CharlotteObserver. com, DallasNews.com, Miamiherald.com, SunSentinel.com, PBPost.com and OrlandoSentinel.com. DIGITAL MEDIA (DEDICATED BRANDING ADS): • Paid search Engine Marketing -Search terms on Google, Yahoo and Bing • Mobile/Table advertising will experience a significant increase in funding for the coming year. Video, interactive and expandable banner will be used on several different networks (xAd, iAd, Rhythm, adMob and Mobilefuse). Mobile and table advertising will be geo-targeted to key markets on a seasonal basis. • Pre -roll video will continue to play an important role in the digital strategy. Advertising will appear on numerous sites through several different ad networks including Brightroll, SpotXChange, and Google/Admob Display Network. The Florida Keys will also have a presence with geo-targeted buys on CNN.com, FoxNews.com and NYTimes.com. • Publisher sites -The Florida Keys will also have a presence with geo-targeted buys on CNN.com, FoxNews.com and NYTimes.com. VisitFlorida.com, MyWedding.com, The DailyMeal.com, CNTraveler.com, VirtuosoLife.com,CampFlorida.com, New Mobility.com and the American Express Publising Ad Network (Food & Wine, Travel + Leisure.com, Departures.com). A myriad of techniques will be used to assure campaigns effectively reach the target audience: • Behavioral Targeting -Target those who have shown on-line behavior that would closely match the profile of the Florida Keys visitor (i.e. interest in epicurean, fishing, diving, watersports, etc). • Geo and Demographic Targeting -Target in specific geographic areas and demographic profiles (Persons 35-64, HHI $100,000+), • In -Market targeting -Identify prospective visitors in real time while they are in the research phase of selecting their vacation. DIGITAL MEDIA (DEDICATED BRANDING ADS) • Re -targeting -Continue to serve ads to those who have either visited fla-keys.com (by placing a tracking pixel on the website) or have viewed an ad. Building frequency in this manner allows for greater retention of the message. OUT -OF -HOME (OUTDOOR MEDIA) The Florida Keys will implement a highly impactful program in Boston's South Station during February, 2015. South Station serves local subways, regional commuter rail and Amtrak. It is situated in the heart of Boston's business district. Approximately 4,000,000 commuters pass through the station each month. The Florida Keys will take over nearly every advertising element in the stations. There are over 65 individual signs that will carry the Florida Keys message. These include giant ceiling banners, expansive dioramas covering large portions of the station and graphics covering the stairs in the station. This campaign will be supplemented with television, digital and print advertising. GENERIC MEDIA PLACEMENT GENERIC MEDIA PLAN Magazines: Atlanta Magazine (Visit Florida Section) Male: 65% • Circulation: 66,996 Female: 35% • Page, 4C CPM: $87.15 Median Age: 48 Median Household Income: $186,300 Bon Appetit (Visit Florida Section) Male: 36% • Circulation: 388,950 (Regional) Female: 64% • Page, 4C CPM: $119.86 Median Age: 53.0 Median Household Income: $156,000 Bride's (Visit Florida Section) Male: 6% • Circulation: 312,000 (National) Female: 94% • Page, 4C CPM: $121.05 Median Age: 33.1 Median Household Income: $144,714 Bridal Guide (Visit Florida Section) Male: 17% • Circulation: 151,440 (National) Female: 83% • Page, 4C CPM: $50.02 Median Age: 30 Median Household Income: $67,380 Coastal Living Male: 28% • Circulation: 450,000 (Eastern) Female: 72% • Page, 4C CPM: $61.59 Median Age: 53 Median Household Income: $96,206 Conde Nast Traveler (Visit Florida Section) Male: 47% • Circulation: 800,000 (National) Female: 53% • Page, 4C CPM: $94.68 Median Age: 51.0 Median Household Income: $172,501 Destination Weddings & Honeymoons Male: 10% • Circulation: 100,000 (National) Female: 90% • Page, 4C CPM: $100.38 Median Age: 32 Median Household Income: $105,700 Florida Travel & Lifestyles Male: 54% • Circulation: 90,000 (National) Female: 46% • Page, 4C CPM: $147.97 Median Age: 52 Median Household Income: $155,139 Food & Wine Male: 40% (American Express Publishing Visit FL Insert) Female: 60% • Circulation: 950,000 (Regional) Median Age: 47 • Page, 4C CPM: $82.21 Median Household Income: $163,548 Golf Magazine (Visit Florida Section) Male: 84% • Circulation: 717,000 (National) Female: 16% • Page, 4C CPM: $54.20 Median Age: 49 Median Household Income: $121,654 New Mobility Magazine Male: 51% (Disabled Travelers) Female: 49% • Circulation: 24,000 (National) Median Age: 55 • Page, 4C CPM: $150.19 Median Household Income: $75,628 NY Times T Travel Sunday Magazine Male: 47% • Circulation: 1,300,000 (National) Female: 53% • Page, 4C CPM: $62.50 Median Age: 49 Median Household Income: $98,774 Smithsonian Male: 54% (Undiscovered Florida Section) Female: 46% • Circulation: 254,000 (Regional) Median Age: 49.7 • Page, 4C CPM: $56.96 Median Household Income: $155,131 Texas Monthly Male: 48% • Circulation: 300,000 (Regional) Female: 52% • Page, 4C CPM: $63.00 Median Age: 49 Median Household Income: $98,5866 Travel & Leisure Male: 48% (American Express Publishing Visit FL Insert) Female: 52% • Circulation: 950,000 (Regional) Median Age: 53 • Page, 4C CPM: $81.12 Median Household Income: $160,300 The Villages Magazine Male: 50% • Circulation: 39,000 (Regional) Female: 50% • Page, 4C CPM: $58.46 Median Age: 61 Median Household Income: $93,800 Virtuoso Life Male: 41% • Circulation: 200,000 (National) Female: 59% • Page, 4C CPM: $91.24 Median Age: 53 Median Household Income: $200,000 Source: MRI Fall 2013; 2013 Monroe Mendelsohn Research (MMR) 2014-2015 Generic Media Spending By Category Television 49% Out -of -Home 5% International 12% 7% Budget Total: $6,270,000 Digital 22% Newspaper 5% E11111IM1111111011111 I m '.. 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ME m 0 nl -- :I I I Ij 010�11= 0 In I Mimi 11111111 0 m Nil 101 111 11 oil EmII� NMI III MEN 0 1 1 MR III I 9 tom i��Is Imm C= 0 Mg REIM ME 1111111111111110111MENlofw ®■®I■oi®II•■WWWuuL■a■uW � ■� RON ®■ I: 1 :MENmill ■w �■ I■ ■■ � M ■■a M 11MINAS Ims Omni w N ME ISERE Iwii I ®1®iOW III �I' I. FIIEE moll, ME w w ` mill ll INN 11M IN INIE1111 ® w IINN1 ME w C www rml ww.n.�■■ w: �IIIII -I®Illllll�ww®Ilw®� �I oil 11111IN111M v� _ n �r•n rl � rtie D 1 g 1n1v m a • 11y' V�: wr u 5 � NIJ Kww« k rr, lnau r-ltl my 11 MF�1 �W r jib i - ern, K b nnH l: :�— niilr'II MH( C E � • _ ra } 7 C ti r..j r-" 0 G. r7d I z T i o t PAR LT ol Measurability a) Internet click-thrus 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 efforts are 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/broadcast 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. � pp ■ t- x x xxxx x ...... F'11%. ON A", .0"", : xx t IN xf .-1. x 11 x h x xxx x x 5 r ..xnnn x x x F xn :. .r. 1 "fix,. IN x x c x .. ::..: ...:::.:.t I .dt :: .x ',.x,. 9 sx'x k � 1 a .. ` ff x W xxx. J ',. € 'xx•:. xx= €€ '� r. 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 2014- 2015. 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. Goals 1. Develop Swedish and Norwegian language promotional materials for distribution in our Scandinavian promotions. 2. Increase our promotional efforts on the West Coast region of the U.S. targeting longer length of stays. 3. Develop a sales mission focusing on Canadian leisure travel. 4. Increase awareness of the sustainable geotourism opportunities available within the destination. 5. Establish itineraries to upload to Key Lime Academy for distribution to travel trade. 6. Develop a FAM trip highlighting new properties opening in the destination. 7. Develop sales calls targeting Eastern European inbound travelers. 8. Increase our efforts targeting members of the Virtuoso Travel Network. 9. Increase our efforts targeting international inbound LGBT travel. 10. Develop a promotional piece in the Portuguese language for distribution in Brazil. 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 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 or appropriate promotional event 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. 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 Or. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. 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 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, travel agency, 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 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. Visit Florida and our agencies of record overseas are the customary providers of outlets used in affinity marketing promotions. 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 planners, travel agents and tour operator associations who have established community bulletin boards and/or blog postings on their organizations web pages. International Overview As expected, Canada remains our number one geographical point of origin for international inbound visitation, predominantly in the winter and early spring seasons. The continued stable economy, exchange rate that hovers at parity with the U.S. Dollar and the almost desperate need for Canadians to escape the cold harsh climate, combine to make vacationing or wintering in Florida a desirable goal. Travel patterns will vary according to where they live and tend to mirror those of their American counterparts. The golden horseshoe area (Toronto and its surrounding bedroom communities) tend to visit Florida either for the entire winter (snowbirds) or for a coveted winter break. Seasonal residents may visit the Keys as a short break while entertaining friends and family from `back home' or drive down from other areas in Florida with the RV that they have leased for several weeks during the winter. Residents on the west coast of Canada (Vancouver region) will vacation here between fall and spring, usually stay in a more traditional lodging facility and due to the flight time, will provide us with a longer length of stay. We will look to partner with long standing members of the travel trade for a promotion that positions the Keys as someplace `new and different' than other Florida destinations that have been visited repeatedly. Our tried and true markets of the UK and Germany will remain the cornerstone of our international long haul promotional efforts with sales tactics concentrating on niche markets within each region. For the UK the almost five year recession is now lifting and there is a renewed sense of consumer confidence and national pride. The British are very proud that they have retained the pound sterling as their currency and as such, the GBP trades strongly against the USD. Florida remains the number one desired vacation destination for beach holidays as it is regarded as safe, value oriented and a mecca for surf, sun, sand and shopping. Budget minded families will continue to flock to the theme parks with the Keys positioned as a more luxury, refined destination for couples and empty -nesters while soft adventure activities are popular with millennial's and families traveling with tween age and gap year dependents. Thomas Cook will be introducing its first ever direct flight service from Manchester to Miami in January 2015 which will open up south Florida and the Florida Keys to the northern populace of England and Scotland. Germany and its German speaking neighbors of Austria and Switzerland continue to be the economic powerhouse for the European Union. For the past five years we have seen record breaking visitation from this region with double digit increases year after year. Spain and Turkey are viewed as expensive and the beach/resort areas in North Africa and the Middle East are viewed as unstable and not safe for families. With ample choices of direct flights from Frankfurt, Berlin, Munich and Dusseldorf into south Florida, we should continue to enjoy positive growth through 2015. The destination is becoming quite trendy with the younger, more active demographic therefore diving, kayaking and similar experiential activities will be the focus of our positioning efforts next year. Another region poised for continued significant growth in 2015 is the Scandinavian countries of Sweden, Norway, Denmark and Finland. Of the four countries, Sweden sends the most visitors to our area, however when combined the Nordic region ranks number three for international inbound tourism to the Keys. The Nordics are an active, outdoor culture that prefers destinations that offer authentic experiences with a glimpse into an areas culture and lifestyle. The economy in the region remains buoyant due to the technological and oil field sectors supplying good paying jobs and an unemployment rate in Norway that is an enviable 3.5%. There are new direct flights starting this summer with Norwegian Air into Ft. Lauderdale, flights from Helsinki into Miami and flights from Copenhagen direct to Miami further enticing Nordics from this area to visit south Florida and ultimately the Florida Keys and Key West. Latin America is responding to the relaxation of the visa waiver rules; we have seen strong growth in visitation from Brazil and Argentina. Miami continues to be the number one port of entry from Latin America into the United States and we are fielding more questions from members of the travel trade with regard to adventure activities available in the Keys. With such strong repeat visitation from this region, what was once "all shopping and nightlife" trips are now diversifying into discovering new areas and attractions. Boating, fishing and diving are all of interest to visitors from Latin America. We will be working with Visit Florida to increase our marketing efforts. Asia, and to some extent, India, remain an interesting market segment to forecast and to understand. We have seen a pattern over the past several years of Asians (Chinese and Japanese) and Indians flocking to our destination in the two weeks before the Christmas/New Year's holiday and then again during the spring, which coincides with an Asian holiday period known as Golden Week. The two Asian cultures are vastly different and their travel preferences mirror these cultural differences. The Japanese travel independently, seek guesthouse/bed and breakfast type accommodations and will explore new experiences such as food, attractions (snorkeling) and enjoy the beach and water activities. The Chinese, however, travel in groups via escorted motor coach tours, use branded lodging facilities, look for Chinese food restaurants, shun the sun and are not keen on boating excursions. Both cultures are very interested in the history of the region, the story of Ernest Hemingway and most especially, driving the overseas highway. The Indian culture is very curious as to a region's history, food and customs; tend to travel in small groups usually consisting of an extended family and driving the overseas highway. All of the aforementioned cultural differences 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. Our goal is to increase our presence in the international arena by increasing funding to our international sales agencies of record and adapt our strategies to effectively target the long -haul traveler. Profiles Resources used in the information provided below include the following: See America Committees worldwide, Our agencies of record in the UK and Germany, our Visa Vue research reports, various U.S Embassies and the United States Department of Commerce/International Trade Administration. I. EUROPE GERMANY, AUSTRIA, SWITZERLAND International Traveler Profile: • Florida remains the favored U.S. based destination with 403,000 German visitors in 2013 (that's appr. 21% of the total German visitation to the US) • Average length of stay is 14 nights. • Florida Keys capture roughly 24% of German visitors while in Florida (97100) • Reasons for traveling: weather, climate, beaches, nature, wildlife. • Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving. • Switzerland had another strong year with again 473,000 visitors to the US and 26,800 visitors to the Florida Keys • Another 12,200 visitors to the Keys originate from Austria 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. • Internet bookings not effecting tour operator business. 90% of all long haul bookings are still realized through German tour operators and travel agencies with the internet being used for research. • Shoulder seasons have seen and will most likely continue to 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. • A Keys specific challenge may be the lack of inventory in the lower to medium price range, especially in Key West for group tours • In addition several tour operators complained about challenges in availabilities, stating that they probably even could sell more overnights to the Keys but are not able to get rooms / contracts with additional Keys hotels 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 3.2%, Austria: 7.7%). • The U.S. still perceived as good value for price paid. • Consumer debt is low compared to UK and US. • Currency exchange rate has remained fairly stable at a comparably "decent" level, so that it still appears as a good bargain to travel. For the Swiss, the exchange rate remains at an all- time high, therefore may positively affect bookings. • Good economy is reflected by travel spending: while German visitation increased by 2% in 2013, German spending increased by 9%. BENELUX Belgium, Netherlands, Luxembourg) International Traveler Profile: • U.S. continues to be the top long -haul destination. • California, New York and Florida capture 25% market share. • The fly/drive market represents 50% of total holiday travel segment. • Average age of long haul traveler is 45-54 years old. • Travel period runs from June through mid -September with a peak in July. • Travelers are independent, seeking tailor-made trips. • Average length of stay is 3 weeks. • Average worker receives at least 7 public holidays and over 25 paid vacation days annually. Travel Preferences and Trends: • The potential traveler will conduct research via the internet about a possible destination in the US before making their travel plans. • The Dutch prefer the personal interaction and security that comes with using a travel agent. • Workers receive `vakantiegeld' as an annual bonus (8% of employees gross income, approximately one month's salary, is awarded to workers for use towards paying for their vacations.) • Seeking more "Adventure Vacations" vs. strictly beach activity but definitely prefer warm sunny weather. Economic Considerations and Political Trends: • The Belgian economy has fully recovered. • Brussels is the capital of the EU and the focal point of this region and 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. Jetair has started direct service to Miami increasing exposure to this market. • 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 6 full weeks of annual vacation and 11 national bank holidays. • Average Length of stay is 17.5 nights. • Take most of their vacations in the summer, with a peak in July/August. 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. • Special interest holidays on the increase. (biking, sailing, diving, etc). • There are several flights operating the Copenhagen -Miami route making accessibility and affordability easier. Economic Considerations and Political Trends: • Denmark retained their own currency (Krona) therefore the country remains unaffected by the fluctuating Euro. • Denmark's standard of living is among the highest in the world. • Denmark is one of the largest exporters of wind energy technology and container ships in the world. Their economy is also reliant on their exportation of oil and natural gas. • Unemployment rate remains stable at 7.0%. FRANCE International Traveler Profile: • US continues to be 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, FKKW capture 3-4 of these overnight visits. • Family Vacations usually taken between late June and early September with couples traveling year round. • 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 8 carriers offering direct flights to the U.S. daily. • Attractions, nature and water activities, sunbathing, shopping and dining are the 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. • France is the #2 economic power in the EU behind Germany. • 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 fluctuated in the last year, the US continues to be perceived as a value destination. 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 early 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. Norwegian Air offering a direct flight to Ft. Lauderdale, furthering potential from Scandinavia. • Finland gives its workers 30 days paid vacation and 14 paid holidays per year. • The only Nordic country to trade the Euro as a currency. • GDP tied to forestry, paper mills and agriculture with all sectors doing very well • Unemployment rate remains flat at 8.7%. • Finland has seen a small growth in visitor figures between 2012 and 2013 (2%). IRELAND International Traveler Profile: • The U.S. is the most important long haul holiday destination. • Florida, New York and California most popular destinations. • Average length of stay is 10 nights in the U.S. • Families with young children will travel to central Florida; those with older children, repeat visitors, couples or empty nesters more likely to travel to the Florida Keys. Travel Preferences and Trends: • Prefers sunny, warm destinations. The Irish depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path" become very popular • The United States earns one half of Ireland's long haul travel market. • Cruising out of Miami continues to be popular as cruise companies are saturating the market with advertising. Pre/post cruise itineraries will be a sell strategy for 2015. • Over 3,000 flights will operate directly to the USA out of Ireland in summer 2014. • Irish Residents spend @$4000 on travel per person, one of the highest spends in the international sector. Economic Considerations and Political Trends: • Ireland's economy is slowly making a comeback, with the GDP on track for its 3ra consecutive year of growth in 2014. • Upper income bracket will continue to travel and seek destinations that offer unique experiences. • Business travel is on the upswing and Irish businesses are spending more on international travel to the U.S. • 61,000 new jobs were created last year, the highest rate of job growth in the EU. • U.S. pre -immigration and customs clearance facilities provide a unique advantage to travelers departing from Dublin and Shannon airports. 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). • A vast majority of Italians continue to use the services of 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 (over 50% of arrangements 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. • 63% of long haul packages include flight, accommodation, transfers and excursions, 34% flight and accommodation only and 3% fly/drive. Flight or accommodation only does not exist in TO packages within the Italian market. 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. • LGBT outbound market is growing. NORWAY International Traveler Profile: • Most are family oriented, with 1 or 2 children accompanying adults. • Enjoy 5 weeks of paid holiday per year • Average length of stay in FL is 16 nights. • Seeking tailor made vacations. • Summer travel occurs between mid June and mid -September. • Will research destinations on-line, but consult travel trade for actual booking. Travel Preferences and Trends: • The U.S. continues to be the preferred long -haul destination. • Norwegians prefer "sun and coastal" destinations to escape harsh climate. • Typical route is one week in Orlando and 3 weeks touring the rest of Florida (Ft. Lauderdale, Miami, The Keys and the west coast). • 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). • Norwegian Airlines operating direct flights into Miami, Ft. Lauderdale and Orlando thus increasing market from Norway into Florida. • Cruising is becoming popular with7-14 pre/post itineraries in -state. Economic Considerations and Political Trends: • Norway is one of the most prosperous countries in the world (world's 5th 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 3.5%. • Maintained the Norwegian Krona as the official currency, which is trading strong against the USD. • The strong economic base is the catalyst behind the 8.2 %increase in visitors to the US in 2013 vs. 2012. 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 20.2 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. • 46% use airline websites as a source for trip planning while 57% use travel agencies to book (both on line and brick and mortar agencies combined) Economic Considerations and Political Trends: • Swedish economy has stabilized; unemployment rose to from 7% to 8.4% in 2013%. • Realized a 7.8% increase in visitation to the US in 2013. • Greatest growth potential is in holiday fly/drive tours. • Tour operator market is highly competitive; service and value are key. UNITED KINGDOM International Traveler Profile: • Orlando captures 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. • Florida Keys beginning to be viewed by the UK market as a year round destination. • 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 niche market potential (LGBT, dive, soft adventure) is growing. Travel Preferences & Trends: • Cruise and all inclusive market continue to be favorable due to capped spending. • 14% growth in bookings to Florida realized since March 2014, ending a 3 year stagnant growth trend. • Thomas Cook offering direct Manchester to Miami flight, thus opening the north of England to south Florida. • Continued growth of smart phones and tablets for bookingsTUI has announced online sales will generate 50% of their revenues for 2014. • Brick and mortar agencies still important but are creating "travel lounges" which are high end, tech savvy, experiential over the traditional travel agent. • Late booking market starting to lengthen —families will continue to book early (December - February time frame for summer travel) to insure flights and preferred dates. • Luxury and experiential market shows greatest opportunity for the Florida Keys. Economic Considerations and Political Trends: • British Pound is trading at a 2 year high against the USD. • UK economy avoided falling back into recession after recording fast than expected growth in Q 12014. • The UK was one of the fastest growing economies in the G7 last year and is predicted by the IMF to be a leading performer in 2014, following only the U.S. • 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. 1I. ASIA CHINA International Traveler Profile: • U.S. is the most sought after long haul destination. • Leisure visitor sector is growing due to relaxed visa rules. • 45% of visitors in 2013 were first time travelers to the US. 40% of all Chinese visitors visit NYC. • Average length of stay is 11 nights. • 5 1 % are male and average travel party size is 1.6 persons. • 18% are traveling on prepaid packages • 32% of Chinese visitors are on a vacation/holiday with 33% traveling for educational or business purposes. 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. • HHI comparisons with that of the U.S. is @ $78,000 • Poised to overtake the U.S. and the largest economy in the world INDIA International Traveler Profile: • Main purpose is a balance between visiting friends and family and business • Average length of stay is 20 nights • 8 1 % of travelers to the U.S. are male with an average age of 38 yrs. • Only 6% of visitors booked a pre -paid package 0 28% of visitors in 2012 (latest data available) were first time visitors to the U.S. Travel Preferences and Trends: • Advance trip decision time averages 46 days • Indians are cultural travelers; enjoy visiting historical places, sightseeing; museums • Prefer warm, humid weather conditions, but are not sun worshippers • Will travel in small groups with members of extended family • Very rare to see women traveling unescorted by men • 46% used a travel agency to book their travel to the U.S. with 35% using an in house corporate travel agency for their business travel Economic Considerations and Political Trends: • India is not a member of the visa -waiver country group, therefore visa applications and fees can prohibit travel to the U. S. • Exchange rate is showing modest growth at 60.18 INR = 1 USD (2013: 59INR=IUSD) • Service and manufacturing sectors are fueling India's recent ascent to the third largest Economy in the world. JAPAN International Traveler Profile: • The U.S. 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 increase in arrivals are Illinois, (with Chicago O'Hare being a popular port of entry), California, Florida. • Hawaii will remain at top place. • Average length of stay is 8 nights. • Stay in 4 and 5 star facilities but willing to seek out smaller guesthouses or bed and breakfast type accommodations. • Prefers shopping, natural and scenic attractions, "observational tourism". • Average age is 44 y.o. and HHI is equivalent to USD $102,400. Travel Preferences and Trends: • Since 2012, arrivals into the U.S. from Japan has increased 15%. Japan ranks in the top 5 in international visitor spending while vacationing in the U.S. • Accounts for 45% of all Asian visitors. • 67% will use a travel agent source (brick and mortar or online) with 18% using a travel guide. • Peaks in travel to FL are during "Golden Week" (spring), summer vacation (July 17 — August 31) and the Emperor's Birthday/New Year (December 23 — January 3). • Visiting museums, photographing points of interest and shopping are popular. • 7 mile bridge, Hemingway Home and coral reef are most popular attractions in the Keys. Economic Considerations and Political Trends: 0 GDP grew by 4.1% comparative to annual pace in Q1 2013. • Enthusiasm for specific destinations is cyclical; Florida is becoming popular again. • Sales tax to increase next year from 5 to 8% with a forecast increase again in 2015 to 10%. • Yen remains strong against the USD, making a trip to the U.S. good value. • Enjoys a stable economy. III. NORTH AMERICA CANADA International Traveler Profile: • Florida remains the #1 destination of choice and is the #1 international inbound market for the Florida Keys. • Average age is 45-64 years old. • Prefer sun and beach destinations, soft adventure, cruises and golfing. • 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 35% using air lift services. • 43% of all Canadians traveling to U.S. originate from Ontario province. • 60% 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: • 82% traveled on holiday. 12% on business. • Top 3 states visited are Florida, NY and California. • Average length of stay in the U.S. is 13 nights. • Miami is the No.1 Port of Entry to the US. • 83% prefer hotels, resorts. • Booking window averages 90 days. • Average HHI is USD equivalent to $74,482.00 • 84% are repeat visitors to the U.S. Travel Preferences and Trends: • 92% state shopping as their #1 desired activity, followed by sightseeing (74%) • Many wealthy Argentines travel 2 or 3 times per year to the US. • 33% of visitors are influenced by family members of personal recommendation. • 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 increased at $IUSD=8.13 Argentine Peso vs. 5.36 last year. • Unemployment rate is estimated at 7.1%. • 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. • Inflation nearing 20%; one of the highest in the world. • Threat of devaluation of peso later this year due to a looming debt re -payment crisis. 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. 0 600,000 Brazilians visited Florida last year. • 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 December and January followed by school breaks in July. • Enjoy 30 days paid vacation per year. Travel Preferences and Trends: • A majority of visitors to Florida hail from either Sao Paulo or Rio de Janeiro. Sao Paulo is the number one visa issuing U.S. Embassy/consulate post in the world. With 1.1 million visas issued for travel to the U.S.; with more than 50% of those being adjudicated in Sao Paulo. • There are almost 100 flights from Brazil into Miami a week. • Favorite past times are shopping (accounts for 92% of their preferences), nightlife and theme parks. • 52% of outbound travelers vacationed with their family. • 50% of Brazilians used a travel agent to organize outbound trips while others go directly to airlines to purchase tickets. • Brazil has 10,000 travel agencies with 60% of those focusing on international travel. Economic Considerations: • Brazil is now the seventh largest economy in the world in terms of GDP. • Unemployment rate is forecasted to end the year at 5.5%. • Easy credit extended by the banking system is allowing more Brazilians to purchase travel packages that can be paid in 12 installments. • Brazil is benefitting from increasing prices for commodity exports; middle class is growing. • Real to USD exchange is stable; forecasters not predicting any significant fluctuations which would affect tourism. MICE (Meetings, Incentive, Corporate and Exhibitions) Overview The group meetings and incentive market expansion mirrors that of the growing domestic consumer confidence as MICE market programs are returning to their pre -recession levels. As the business climate in the U.S. and Canada has steadily moved in positive territory, meeting and incentive planners have been following this trend by planning and holding annual programs while adding newer ones into the mix. An interesting trend is that many of these planners are signing multi -year contracts knowing hotel rates are on the rise, therefore locking in favorable pricing now to reduce future cost increases. Feedback received from experienced planners indicates that although their travel budgets are on the rise, they are surprised to find our region as one of the highest priced in the nation. Whereas in the past five years most reward or incentive programs did not consider operating offshore to save costs, most recently there has been an increase in RFP's that include Caribbean resort areas and reports of business lost to Costa Rica, the Dominican Republic and all-inclusive type Caribbean resorts. For corporate meetings, our biggest competitor has remained other resort destinations in South Florida (Naples, Palm Beach), as well as other warm weather resorts such as those found in Scottsdale, Southern California and San Antonio. One of our strongest selling aspects is the concept of having a Caribbean inspired experience, yet remaining stateside; thereby eliminating the customs, immigration and currency exchange hassles, yet offering a wide variety of attractions and restaurants off -property to entertain and satisfy a wide audience. Although corporate revenues have gotten stronger within the past eighteen months, many of the decision makers continue to have full time responsibilities aside from off -site program planning and operation. As the increasing demand on their time has restricted our access to these decision makers, the traditional sales methods of large multi -day exhibitions have been rendered ineffective. In response to this evolving buying methodology, the destination has been participating in one or two day appointment -based industry events in areas that attract both buyer and supplier attendance. Under this scenario, buyers are properly vetted before an invitation is granted and a computer match making program is used to connect the right supplier to the appropriate buyer and their needs. These appointment -based industry events, coupled with affinity marketing strategic partnerships, are successfully placing the destination in front of planners that we were not able to reach previously under the old trade show format. A long range goal is the cultivation of the international incentive market. This would be spearheaded by our international agencies of record working in tandem with our office. Currently this market responds to a twin center approach where a group will use a major South Florida port of entry and facilitate a pre/post program in the Upper Keys. With an increase in the number of direct flights from several cities in Germany, as well as long standing direct flight access to Miami from the UK, a new potential has been created. By expanding our presence and educating buyers of the viability of the region as a meetings destination, we are showcasing the Florida Keys for potential stand-alone programs. The high leisure demand and subsequent rise in room rates has presented a challenge to planners who may not have allocated the budget necessary for housing costs. Most of the larger hotels have limited their group room allotment during peak travel times and special events, therefore closing out the destination to group expansion. In tandem with the high leisure demand, the variance between the leisure rate and group rate has been shrinking, creating `sticker shock' to planners unaware of the destinations popularity. In response to this, we will seek business opportunities during shoulder seasons and periods of slower leisure demand. In addition, we can encourage weekday arrival and departure patterns, thus ensuring the continued support and visibility of the destination within the MICE market and balancing revenue for our lodging partners. GAY/LESBIAN MARKET PROFILE As the economy improves so does the gay travel market segment. Community Marketing Inc.'s 17th Annual Gcu) & Lesbian 7'auri.5ni Report found that about a third of both gay men and lesbians have increased their overall travel for both leisure and business. This segment continues to be a reliable source of consistent and steady growth reflecting over 4 leisure trips and over 3 business trips in the last year. Gay travelers seek warm destinations that offer culture, beaches and a variety of dining choices in addition to having a reputation of being 'gay welcoming', Our diverse accommodations, attractions, museums, galleries and water activities round out a perfect vacation experience for this market segment. These travelers are motivated by rest and relaxation and tend to return to destinations which have become their 'favorite' vacation spot. There continues to be a segment of gay and lesbian travelers who opt for male or female exclusive guest houses, but there is a growing percentage that chooses mainstream hotels and resorts, both for loyalty program redemption holidays and for their upmarket service. Vacations, holidays and get -away trips remain important to the community. 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. Gay travelers tend to spread their travel across all months with a stronger focus during the summer. The LGBT traveler is now booking further out from their vacation dates and often confirm return trips before their departure. LGBT events are filling the gay specific properties as well as crossing over to mainstream resorts and hotels during the traditionally slower times of the year. Same sex marriages are lending the destination the opportunity to market itself as a safe, friendly and welcoming option for a honeymoon. Between the myriad of events, fine dining, plethora of accommodations and soft adventure activities, we are perfectly suited as a viable honeymoon destination. As with other market segments, the all-inclusive cruise industry continues to expand with gay friendly and gay only itineraries both domestically and through South America and to some extent, Europe. The Florida Keys and Key West can offer pre/post itineraries that include gay and gay -friendly options in the destination to capture some of this market share. 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 gay marketing and as this segment continues its evolution, we will promote ourselves accordingly. 2014-2015 SALES ACTIVITY CALENDAR OCTOBER 2014 October 4-5 Tour America Dublin, Ireland Registration: $2700 Stacey Mitchell/Axis Travel Mktg. Tour America is the largest consumer show that occurs annually in Dublin. The Florida Keys and Key West has enjoyed moderate success by participating in this show with bookings actualized on the show floor. The audience trended towards honeymooners, families who have visited Orlando repeatedly and are looking for something new and different from their annual Florida holiday as well as empty nesters who enjoy Florida and are looking for a more authentic destination vs. strictly theme parks and sun. October 6-9 Adventure Travel Trade Association Summit Killarney, Ireland Registration: $4600 Stacey Mitchell/Yves Vrielynck The Adventure Travel Trade Association 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 10-12 Atlanta Pride Atlanta, GA Registration: $1250 Steve Smith 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 American add to the destinations draw from this region. October 14-16 IMEX-America America's Worldwide Exhibition for Incentive Travel, Meetings and Events Las Vegas, NV Registration: $7200 Jack Meier The original IMEX event has been running a successful hosted buyer forum in Germany for over 20 years and since introduced in the U.S. four years ago, IMEX America has grown exponentially. This event focuses on showcasing American based destinations to the international 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 planners that are interested in your product. We are exhibiting within the Visit Florida booth pavilion thereby maintaining our exposure to this market segment while minimizing costs. October 18-20 TTG Rimini Rimini, Italy Registration: $8200 Axis Travel Mktg. TTG Rimini is the premier Business to Business (13213) 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 financial investment and will be represented by our UK agency of record, Axis Travel Marketing. October 24-26 SITV Travel Show and Tour Operator/Media Luncheon Montreal, Canada Registration: $3000 Sabine Chilton In cooperation with Visit Florida, the Florida Keys will be participating in the International Tourism and Travel Show in Montreal, targeting French speaking consumers and members of the Canadian travel trade. This three day event is combined with a trade and media luncheon, coordinated by Visit Florida and allows for destinations to present their product to a captive audience. October 25-27 Birmingham Dive Show Birmingham, UK Registration: Covered by Dive Umbrella Axis Travel Mktg Co-op available at $850. Limited to 3 delegates DIVE 2014 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 2014. Over 300 companies exhibit in this show and indoor 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. NOVEMBER 2014 November 3-6 World Travel Market London, England Registration: $40000 Stacey Mitchell/Axis Travel Mktg Co-op participation available at $900. per delegate in destination booth. Brochure Distribution available at $200. per property. World Travel Market is the UK's largest annual travel trade show. 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 Florida Keys will continue to show a strong presence in this market to build on existing trade relationships as well as to identify emerging "niche" travel segment opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible and identify with those members of the trade who best suit our lodging industry. November 7-9 Greater Palm Springs Pride Palm Springs, CA Registration: $900 Steve Smith This is the 28th 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. This event also attracts residents from Arizona and Nevada. This venue would promote the destination to the western/desert states' gay community encouraging them to take their holidays to the Keys rather than the Hawaiian Islands or Mexico. November 9-12 Meetings and Conventions —Interact 2014 Portland OR Registration: N/A Jack Meier Interact is an appointment based trade event geared towards bringing meeting professionals together with destination marketers. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destinations. November 17-18 Receptive Tour Operator Summit (MICE) Orlando, FL Registration: $1600 Sabine Chilton Produced by North American Journeys, this event provides suppliers with 2 days of 1:1 appointments with the key receptive operators who are responsible for bringing the majority of inbound international visitors to our area. Included in our registration is a dedicated destination presentation to educate the buyers on what is new to the area. There will also be a MICE market component to this summit focusing on inbound international groups, both leisure and corporate/incentive. Registration is by invitation only. November 18 - 20 Scandinavian Tour Operator FAM Florida Keys, FL Registration: N/A Yves Vrielynck In order to increase our exposure to this expanding market, the destination will partner with Norwegian Air and other CVB's within the State to showcase our area to selected members of the Scandinavian travel trade. November 19 Receptive Tour Operator Appreciation Lunch and Presentations Orlando, FL Registration: N/A Sabine Chilton TDC staff will be leading a delegation of industry partners in hosting an appreciation luncheon and market update to the major receptive operators located in central Florida. Partner participation is necessary to facilitate this promotional effort. DECEMBER 2014 December 2-4 Northeast Travel Trade Sales Mission Farmingdale, NY and Bethlehem, PA Registration: N/A Jack Meier/Liana Pyne Sales Calls and destination presentations will be made to travel counselors in the tri-state region. Travel counselors will include AAA offices, GoGo/Liberty Travel, Travel Impressions/American Express Travel and Virtuoso agencies. December 2 Receptive Tour Operator Appreciation Lunch and Presentations Miami/Ft. Lauderdale, FL Registration: N/A Sabine Chilton TDC staff will be leading a delegation of industry partners in hosting an appreciation luncheon and market update to the major receptive operators located in central Florida. Partner participation is necessary to facilitate this promotional effort. December 3-5 Florida Encounter with Visit Florida Ft. Lauderdale, FL Registration: $2500 Sabine Chilton Florida Encounter is designed and produced by Visit Florida who only allows Visit Florida partners to exhibit independently. The two-day tradeshow features computerized pre -scheduled appointments and a one-to-one ratio between qualified meeting planners from outside the state of Florida and Florida's top meetings and conventions suppliers. For additional information, contact Visit Florida, 850-488-5607. December 7-9 15th Annual International Conference on Gay and Lesbian Tourism and Travel Las Vegas, NV Registration: $695 Steve Smith This conference provides strong networking and exposure to sellers of travel as well as members of the LGBT media throughout North America. A table top travel expo will be held during the conference and is open to both travel professionals as well as consumers. December 16 Holiday Showcase Chicago, IL Registration: $3400 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. Traditionally more than 2,000 qualified buyers are on the show floor that features more than 400 booths and over 700 different businesses. JANUARY 2015 January 8-11 Reiseliv and Travel Match Lillestrom/Oslo, Norway Registration: $3500 Sabine Chilton/Axis Travel Mktg Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market place for the Norwegians and international trade industry. Last year over 40,000 consumers attended the event over a 3 day period. Members of the Nordic travel trade will attend Travelmatch which is a computer generated one on one appointment show held one day prior to the consumer fair. Due to the importance of this growing market, we will participate in this event through TDC sales and our UK/Scandinavia sales representatives. January 14-16 Florida Huddle Ft. Lauderdale, FL Registration: $2500 Stacey Mitchell Now produced by Visit Florida, this show has gained in attendance from both the trade and exhibitor side and consists of two full days of pre -scheduled appointments. It is exclusively formatted to promote Florida product to the international FIT and group tour market. For those interested in the domestic and international group and FIT markets, this is the most cost effective effort to secure your property's exposure to the international inbound traveler. January 17-18 Chicago Travel and Adventure Show Chicago, IL Registration: $6950 Co-op participation available at $750. per property Brochure distribution available at $200. per property. Yves Vrielynck/ Liana Pyne Formerly the Adventures in Travel Expo, this is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the greater Chicago -land area continues to be one of our key winter feeder domestic markets January 24-25 New York Times Travel Show with Visit Florida New York, NY Registration: $3800 Jack Meier/Liana Pyne Co -opportunities available at $750. per property. Brochure distribution available at $200. per property. The NY Times Travel Show is the cornerstone of consumer events focusing on a well-educated populace from the tri-state area. This region continually ranks in our top cities (areas) of origin during the peak winter travel seasons and by January, these consumers are winter weary and ready to escape to a warm climate. With the show dates being a bit earlier this year, the opportunity to capture last minute Valentine's Day romantic weekend breaks, winter school vacations that typically occur late February and then the traditional Easter and Passover holiday breaks which this year occur in early April. January 26 Wedding Salon/The Destination Weddings and Honeymoons Show New York, NY Registration: $5495 Liana Pyne Brochure distribution available at $150 per partner. The Wedding salon Destination Weddings and Honeymoons show is the premier show in the destination wedding and honeymoon industry. The show is the only luxury bridal event tailored to the affluent market, showcasing the best products and services in this market segment. This event offers exposure in one of our key feeder markets just after the holiday season when many brides have gotten engaged and are planning their weddings. FEBRUARY 2015 February 6-8 The Boston Globe Travel Show Boston, MA Registration: $3100 Jack Meier/Liana Pyne Co-op participation available at $750. per property. Brochure distribution available at $200. per property. 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 7-8 San Francisco/Bay Area Travel and Adventure Show Santa Clara, CA Registration: $6950 Co-op participation available at $750. per property. Brochure distribution available at $200. per property. Stacey Mitchell/Yves Vrielynck Formerly the Adventures in Travel Expo, this is the world's premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. February 14-15 San Diego Travel and Adventure Show San Diego, CA Registration: $6950 Stacey Mitchell/Yves Vrielynck Co-op participation available at $750. per property. Brochure distribution available at $200. 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 Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. February 17-19 Canadian Sales Mission Toronto and Mississauga Regions Registration: N/A Sabine Chilton Three days of sales calls to our top producing Canadian tour operators, CAA travel agencies and travel industry partners will focus on education and destination presentations. Industry participation required in order to facilitate this sales mission. February 21-22 Los Angeles Travel and Adventure Show Long Beach, CA Registration: $6950 Jack Meier/Liana Pyne Co-op participation available at $750. per property. Brochure distribution available at $200. 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 Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. February 20-22 Outdoor Adventure Show Toronto, Canada Registration: $1500 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 U.S. based adventure traveler has proven to be a successful promotional opportunity for the destination and based on this momentum, we are reaching out to the lucrative Canadian market. Over 30,000 consumers attended the Toronto show in 2013 and the destination was well received as a viable alternative for active, outdoor vacation destinations. MARCH 2O15 March 1-3 Visit USA Italy Showcase Pisa, Italy Registration: $6500 Axis Travel Mktg Just prior to ITB, delegates from the U.S. will be traveling to Pisa, 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 4-8 ITB Berlin, Germany Registration: $45000 IGLTA Section: $1,500 Co -opportunities available at $500. per property. Brochure distribution available at $250. per property. Stacey Mitchell/Yves Vrielynck Steve Smith This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, (behind Canada) 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 LGBT market and mainstream trade. March 7-8 Washington Travel and Adventure Show Washington, DC Registration: $6950 Jack Meier/Liana Pyne Co-op participation available at $750. per property Brochure Distribution available at $200. 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 Adventure magazine, The Travel Channel and the Food Network 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 and summer domestic feeder markets. March 7-8 Outdoor Adventure Show Vancouver, BC, Canada Registration: $1295 Sabine Chilton This two day show attracts over 17,0000 outdoor enthusiasts. Consumers of the Outdoor Adventure Show are committed to a lifestyle that involves sports and activities of all kinds. They are `doers', not watchers are a perfect fit for our destination. Strong representation in the 18-49 year old range. They are looking for new destinations to discover and like the west coast of the U.S., these travellers will provide the destination with a longer length of stay and a potential year round visitor. March 14-15 New York LGBT Consumer Expo New York, NY Registration: $4000 Steve Smith/Jack Meier Co-op available at $200. Limited number of delegate positions available. For the 19th 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 18-21 Incentive Travel Exchange Las Vegas, Nevada Registration: $11000 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. March 21-22 Philadelphia Travel and Adventure Show Philadelphia, PA Registration: $6950 Co-op participation available at $750. per property Brochure Distribution available at $200. per property Stacey Mitchell/Liana Pyne 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. The destination was well received by the consumers in attendance at last year's show and the greater Philadelphia/NJ area continues to be one of our key spring into early summer domestic feeder markets. March 28-30 Beneath the Sea Dive Show Secaucus, NJ Registration: Covered by Dive Umbrella Yves Vrielynck Co-op participation available to the Dive Industry at $300. per Dive Operator. Maximum number of participants will be from six to eight, and final participation will dictate booth space. This is a well -attended consumer show, catering to the Dive Consumer in the lucrative Northeast corridor. We received great exposure at the 2006 show and expect to increase exhibit space this year to 400 square feet. APRIL 2015 April 9-11 IGLTA Annual Convention Los Angeles, CA Registration: $1250 Steve Smith The IGLTA Annual Global Convention is the world's premier educational and networking event for LGBT tourism professionals. The 32nd edition of the conference will connect LGBT tourism suppliers and buyers through its hosted buyer and scheduled appointment program, numerous educational workshops and networking receptions April 11-12 Scuba H2O and Adventure Show Seattle, WA Registration: $750 Brochure Distribution: $ 175 Yves Vrielynck/Stacey Mitchell The Northwest Dive & Travel Expo 2015 is the largest consumer dive and travel show in the Pacific Northwest. This annual consumer event focuses on scuba diving and other outdoor, adventure water sports including kayaking, paddle boarding, kite surfing, etc. As with other west coast consumer events, the visitors from this area provide the destination with a longer length of stay, are looking for alternatives to Mexico and Hawaii and enjoy our authentic and diverse outdoor attractions and soft adventure offerings. April 22-24 World Travel Market Sao Paulo, Brazil Registration: $5500 Sabine Chilton After two very successful WTM-Brazil events, this show is becoming a must attend 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 only the top Latin American market into Florida but also in the top for all international visitors. April 27-May 1 Sales Mission to Eastern Region of Germany/Europe Brandenburg and Saxony Regions of Germany Bratislava and Budapest Registration: N/A S.Mitchell/Y.Vrielynck/Get It Across Mktg With the assistance of our German sales office, the Florida Keys will be conducting sales calls and updating product managers in Austria and the Eastern region of 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 IPW. 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 2015-2016. MAY 2015 May 19-21 IMEX — Frankfurt Germany Europe's Worldwide Exhibition for Incentive Travel, Meetings & Events Frankfurt, DE Registration: $8,500 Get It Across Mktg IMEX is Europe's premiere meetings and incentive event. Now in its thirteenth year, the appointment based show continues to draw over 14,000 industry participants from around the globe. The TDC will purchase exhibit space within the Visit Florida booth, maintaining our exposure to this market segment while utilizing the services of our German market agency of record to minimize costs. May 31—June 4 IPW (International Pow Wow) Orlando, FL Registration: $28,000 Co-op participation available at $1200. per property. Staff Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is key in pursuing the international market, with participants hailing from over 70 nations. This is the most important event for anyone who is interested in maintaining promotional efforts in the international marketplace. May TBD Mark Travel Company/Florida AAA Sales Calls and Presentations West Coast/East Coast, FL Registration: N/A Liana Pyne Presentations and destination training will be conducted to travel trade professionals along the west coast and central east coasts of Florida. We will be calling upon travel professionals within the AAA Travel Club South offices and encouraging late summer/early fall travel. Destination training will be conducted in the regional reservation call centers for the Mark Travel Company located in Orlando. The Mark Travel company is one of the largest domestic wholesale operators who handle the vacation packaging for FunJet Vacations. June 3-7 Gay Days Disney Orlando, FL Registration: $1500 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 LGBT friendly vendors on display along with exciting entertainment. The Gay Days Expo has become one of the world's largest LGBT 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. June 7-8 The Scuba Show Long Beach, CA Registration: Covered by Dive Umbrella Co-op participation available at $300. per participant Yves Vrielynck Now in its 23rd year, the annual Southern California based SCUBA Show has developed a reputation as not only the most successful consumer dive show in North America, but also the largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles metropolitan area and Southern California have the largest concentration of active certified divers in North America. Destinations exhibiting at this show include the Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California consumer market. June 12-15 Collaborate Marketplace Orlando, FL Registration: $3500 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. June 26-29 Seattle Pride Seattle, WA Registration: $850 Steve Smith Washington and Oregon have legalized same sex marriage thereby providing the FKKW with the opportunity of positioning our destination for honeymoon business. Like other west coast markets, Hawaii and Mexico have been visited several times so a trip to our area would be something new and different. Participation in this pride event would educate consumers about the destination, provide us with a longer length of stay and both American and Alaska Airlines offer one stop flights making it convenient. _11TT,V IA15 July 10-13 San Diego Pride San Diego, CA Registration: $1650 Steve Smith This event offers an opportunity to promote the Florida Keys to consumers in a geographical locale that is showing strong visitor growth to Florida and to our destination. LGBT travelers continue to visit Florida for their holidays, and the Keys have benefited from recent gay travel articles throughout California. This venue is an excellent opportunity to promote the Keys for LGBT commitment ceremonies and honeymoons. The only other viable competitive destination for consumers in this region would be Hawaii, which has almost the same flight time and has already been visited several times over by the LGBT community in CA. AUGUST 2015 August 7-10 North Halsted 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 34th 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. August 19-20 Incentiveworks Toronto, Canada Registration: N/A Co-op participation available at $750. per property Jack Meier Incentiveworks is Canada's largest event for professionals who plan, organize or influence meetings and events. This two-day event is specifically tailored for meeting planners to connect with suppliers, engage the industry and learn how to plan better MICE market oriented events. August, TBD Successful Meetings University Orlando, FL Registration: $500 Sabine Chilton Successful Meetings University is an appointment based trade event geared towards bringing meeting professionals from outside the state of Florida together with destination marketers from within the state. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in Florida during the warmer months. August TBD Virtuoso Travel Week Las Vegas, NV Registration: $25000 S.Mitchell/L.Pyne/Y.Vrielynck Virtuoso Travel Week is the most respected travel agent event of the year, where approximately 1,900 luxury travel advisors gather with almost the same number of suppliers for formal educational sessions, industry updates and up to 320 four minute appointments throughout the week. This is the most effective way to get the destination in front of as many travel agents as possible under one roof. SEPTEMBER 2015 September 4-7 Gay Days Expo Las Vegas, NV Registration: $1000 Steve Smith This fourth annual Las Vegas Gay Days Expo will feature a 4- day travel and business expo. Similar to the very successful Orlando Gay Days Expo, the Las Vegas edition will offer both business and networking exposure to 20,000 affluent, well-educated and brand loyal attendees. September, TBD IFTM and Tour Operator Presentations Paris, France Registration: $5500 Sabine Chilton The Florida Keys and Key West will be participating in France's leading Travel Show visited last year by 16,000 trade visitors. Prior to the show, we will conduct a week of sales calls in Paris focusing on retail travel agencies and tour operator training. September, TBD MLT University/Res staff training Minneapolis, MN Registration: $1500 Liana Pyne/Stacey Mitchell MLT Vacations is one of the largest providers of vacation packages in the United States and manages multiple brands including Delta Dream Vacations. This show will offer exposure and provide destination education and training to travel agents that supply vacation packages in conjunction with Delta Airlines, one of the destination's major air travel carriers. We will also participate in destination educational seminars which will provide in-depth training to agents in attendance and visit the call center to train 40 of the reservation staff. Ongoing Sales Efforts Destination Days Sales Staff Presentations and destination training will be conducted to travel trade professionals in various markets. These travel trade professionals include Liberty Travel, Travel Impressions, Mark Travel Company, AAA Auto Clubs 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. 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 Total Basic Services: $50,000 Operating Budget: Trade Events, Exhibits, Promotions, Special Projects: Ativit Actual Cost Expenses Fees Total' Resources $11,900.00 $0.00 $0.00 $11,900.00 Tour America Consumer Show — Oct 14 TDC Resolution Budget $1,000.00 $1,000.00 $2,000.00 TTG Rimini, Ital — Oct 14 TDC Budget $2,000.00 $2,000.00 $4,000.00 World Travel Market - Nov 14 TDC Budget $3,000.00 $2,000.00 $5,000.00 Reisliv & Travel Match Norway — Jan 15 TDC Budget $1,500.00 $1,000.00 $2,500.00 FDM Consumer Travel Show Denmark — Mar 15 $1,200.00 $1,000.00 $1,000.00 $3,200.00 Discover America Denmark Workshop — Mar 15 $1,500.00 $1,000.00 $1,000.00 $3,500.00 Showcase USA, Ital — Mar 15 TDC Budget $1,000.00 $1,000.00 $2,000.00 Swanson's Consumer Day Sweden — Mar 15 $1,500.00 $1,000.00 $1,000.00 $3,500.00 Discover America Sweden Workshops x 3 - 2015 $3,000.00 for 3 $3,000.00 for 3 $3,000.00 $1K per show $9,000.00 International Pow Wow - May 15 TDC Budget $5,500.00 $1,000.00 $6,500.00 Visit Florida Trade Event — Jul 15 $1,500.00 $500.00 $0.00 $2,000.00 Connections Luxury Trade Show — Set 15 $10,500.00 $500.00 $2,000.00 $13,000.00 Gay Star News — Jan 15 / Gay Weddings Live — Set 15 $6,400.00 $1,200.00 $2,000.00 $9,600.00 Scandinavian Sales Mission — Set 15 TDC Budget $2,500.00 $2,000.00 $4,500.00 VIP Tour Operator FAM *MCIT FAM $6,500.00 $1,000.00 $1,000.00 $8,500.00 Joint Marketing $15,000.00 $0.00 $3,000.00 $1 K per campaign) $18,000.00 Affinity Marketing $10,000.00 $0.00 $3,000.00 $13,000.00 VUSA Ireland Membership $1,000.00 $0.00 $0.00 $1,000.00 VUSA UK Membership $1,000.00 $0.00 $0.00 $1,000.00 Visit Florida Advisory Luncheons x 2 $800.00 $1,000.00 for 2 $0.00 $1,800.00 UK Website Updates $0.00 $0.00 $1,000.00 $1,000.00 Newsletter $500.00 $0.00 $1,000.00 $1,500.00 Sub -Total $128,000 Get It Across Marketing SCOPE OF SERVICES in FY 2015 October 01st, 2014 — September 30', 2015 All costs in USD, calculated at an exchange rate of EUR 1.00 = USD 1.35 Germany, Switzerland, Austria + BENELUX Basic Services Maintain Florida Keys dedicated Phone/Fax line (+49 2212336 451/450) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfillment through mailing house (Presse & Touristikdienst Nentwich) Act as resource by providing support for trade professionals Maintain strong alliance with Visit USA Committee Liaise with LMG Management for PR Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (diving, gay & lesbian, modern outdoor sports) Misc. operating costs Total Basic Services (per month USD 2500) 30,000.00 Operating Budget EUR 1.00 = USD 1.35 Costs Fee Total 1) SALES MISSION & CALLS Sales Mission, Spring/Summer/Fall 2015 4000.00 3000.00 7000.00 covers app. scheduling, organization and travel expenses Sales Calls Niche Markets & BeNeLux 2500.00 1000.00 3500.00 Tour operators (Diving, Gay, Wedding, Fishing, Incentive) 2) SPECIALIZED SHOWS: Booth & Assistance ITB 2015, Berlin, March 05-09, 2014: (covers app. scheduling, booth assist./ booth manning) 3000.00 3000.00 6000.00 Gav Programs 2015 - German Gay Pride in July 2015 and other related gay promotions 2500.00 2000.00 4500.00 GLBT Promotion (Jersey Sponsorship for local GLBT club?) 3000.00 1000.00 4000.00 IMEX Frankfurt, May 2015: 1000.00 2000.00 3000.00 (covers app. scheduling, booth assist./ booth manning; excl registration) 3) TRAVEL TRADE TRAININGS / ROADSHOWS / SEMINARS Visit USA Halloween Event, Frankfurt, Oct 2014 4000.00 1500.00 5500.00 (covers registration, travel and coordination) See America / Canada Event Zeist, Nov 2014 2000.00 2000.00 4000.00 (covers registration, travel and coordination) VISIT USA Seminar Switzerland, Feb 2015: 4500.00 2000.00 6500.00 Registration, travel and coordination VISIT USA Seminar Austria, Feb 2015 5500.00 2000.00 7500.00 Registration, travel and coordination + Workshop Additional Travel Agent Training Workshops 5500.00 2500.00 8000.00 Registration, travel and coordination (tbd) 4) GERMAN FLORIDA KEYS NEWSLETTER - Prod. & Translation of German language print Newsletter 2500.00 2000.00 4500.00 5) ONLINE ACTIVITIES (MINI SITE & KEY LIME ACADEMY) - Coordination of updates/changes 1000.00 1000.00 6) TRADE PARTNER COOP & AFFINITY MARKETING PROGRAMS German Marketing Programs 15000.00 4000.00 19000.00 Swiss Marketing Programs 7000.00 2000.00 9000.00 Austria Marketing Programs 5000.00 1500.00 6500.00 BeNeLux Marketing Program 7000.00 2000.00 9000.00 7) GERMANY PRODUCT INVENTORY - Summer 2015 inventory and analysis 3500.00 3500.00 8) CONSUMER TRAVEL SHOWS & EVENTS Consumer Event with TO partner (tbd) Brochure Distribution: Leipzig, Stuttgart, Hamburg, Munich Austria (Vienna with Amerika Reisen) Switzerland (Luzern with Skytours) BENELUX (Vakantiebeurs, Brussels Holiday Fair) 9) OFFICE RESOURCES Total Operating Budget 5000.00 1500.00 6500.00 2000.00 1000.00 3000.00 800.00 250.00 1050.00 800.00 250.00 1050.00 3000.00 1500.00 4500.00 1900.00 1900.00 87,500.00 42,500.00 130,000.00 Total Operating Budget 130,000.00 Total Basic Services 30,000.00 Total Germany (Switzerland, Austria, Benelux) Budget 160,000.00 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 $1,500 Visit USA Germany $2,120 Visit USA Italy $1,200 Society of Govt. Travel Planners $395 Meeting Planners International $900 Association Forum of Chicago $420 National Tour Association $690 American Bus Association $500 Adventure Travel Trade Association $2650 No. American Journeys (NAJ) $3,900 National Gay and Lesbian Chamber of Commerce $100 International Gay and Lesbian Chamber of Commerce $325 Total Memberships $22,959 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. BUDGET Promotional Activities $288,435 Travel Expenses $200,000 Postage/Phone/Xerox $100, 000 Memberships $22,959 Entertainment $15, 000 Axis Travel Marketing/Get It Across $338,000 Resources $202,606 TOTAL LINE ITEMS $1,167,000 ae 7 Zpq* IV Im PME, 71rof RT M1 During the 2014-15 fiscal year, NewmanPR plans to broaden targeted media and consumer markets for the Monroe County Tourist Development Council while expanding on established messaging whose effectiveness is supported by research data. Significant efforts will be directed toward the burgeoning millennial market as well as the destination's primary market of travelers ages 35 to 64. To generate increased exposure for the Keys, strategies call for broadening use of established and emerging social media outlets in conjunction with maximizing outreach to mainstream and traditional media. Since research data indicate that travelers continue to seek experiential vacations, relaxing getaways, natural attractions, authentic atmosphere and enriching or adventure activities, the agency will focus on showcasing ways in which the Keys can provide these sought-after elements. Creative messaging, conceived to support overall TDC marketing strategies, will promote the Keys vacation as an authentic, meaningful experience with a significant tangible value and lasting intangible value. In outreach to media, its audiences and direct travel consumers, the agency will emphasize the island chain as a relaxing, renewing and REAL destination for memorable getaways. The 2014-15 public relations program will focus on the Keys as a single destination, yet also highlight the unique attributes of each individual district. These will include natural and cultural experiences, "celebration vacation" elements, enriching and voluntourism activities — particularly for the millennial market — and an increased emphasis on professionally guided fishing trips in all districts. Initiatives will target LGBT travelers, the wedding/honeymoon/celebration market, seniors and families, participatory sports enthusiasts, cultural travelers and more. In addition, new lodging properties and experiences will be promoted. Appropriate and well -crafted public relations programs typically result in greater client credibility than most other marketing efforts. During its 33-plus years 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 proposal outlines a public relations, publicity and promotion campaign for the fiscal year beginning Oct. 1, 2014. Objectives 1. To promote the Florida Keys & Key West as an ideal destination for authentic, experiential, enriching vacations with high tangible and intangible values. 2. To use PR strategies to position the Keys as one destination, while also communicating the diverse attractions of each of the five districts. 3. To showcase the Florida Keys vacation experience to the sportfishing, dive, wedding and honeymoon, cultural, LGBT and soft -adventure markets, as well as spotlighting voluntouri sm. 4. To promote awareness and image of the Florida Keys to millennial and senior travelers as well as the top 35-to-64 market. 5. To promote new lodging properties coming online throughout the destination. 6. To focus international efforts on German, European, U.K. and expanded Canadian markets, create strong awareness in Scandinavia and explore markets in Brazil and Argentina. 7. To promote the destination's acceptance of and support for diversity to both domestic and international LGBT markets. 8. To promote awareness and image of Florida Keys special events and attractions. 9. To expand focus on Instagram, Facebook, YouTube, Twitter and other consumer and social networking media as direct -to -the -consumer promotional vehicles for the destination. 10. To implement a PR crisis management program during significant emergency situations. Goals 1. Increase the Florida Keys' Canadian efforts beyond Toronto by targeting Hamilton, "horseshoe area" and Montreal -region media with messaging and a press trip. 2. Develop a media mission to Seattle, Wash., northern California and Portland, Ore., to incorporate media from those regions into press/blogger trips. 3. Develop a partnership with Visit Florida to reach markets in Brazil and Argentina to stage a group press trip from those regions. 4. Develop and implement a promotion focusing on sportfishing for novice anglers, women and families, with elements including a group press/blogger trip, video pieces, increased emphasis on charter captains, an expanded website fishing section and a promotion with a leading national saltwater fishing television show and seminar series. 5. Develop and implement a multifaceted program tentatively titled "Celebration Destination" for the wedding, honeymoon and celebration travel market, targeting both mainstream and LGBT media and consumers. 6. Develop a "Seize the Keys" social media promotion and press trip for the millennial market positioning the Keys as a destination offering meaningful, authentic, experiential and enriching vacations. 7. Develop a 30-minute Florida Keys show highlighting music and other cultural activities as part of the Music Voyager series with intent to broadcast the show on PBS mainstream and digital channels in North America and other countries as well as in-flight, cruise ships, hotels and social media venues. 8. Develop at least two Videos of the Week targeted to the senior market and at least three aimed at the millennial market. 9. Develop a multicountry travel trade media trip to focus on new accommodations offerings in the Florida Keys. 10. Develop domestic group press trips focusing on senior adventures, LGBT offerings and weddings/honeymoons, in addition to the previously mentioned press sojourns. 11. Increase Scandinavian efforts in Sweden by contracting PR representation in the market and staging a media familiarization tour. 12. Develop visits by at least 45 British, European and Canadian media representatives to the Keys, either in groups or as individuals, to promote the wide range of activities and attractions available. 1 1 1 1lb 11111 111111111 111111 1 NewmanPR will implement a carefully planned public relations program to promote the Florida Keys & Key West and the destination's individual districts. Both traditional media and high - quality direct -to -consumer social media outlets will be utilized to communicate positive Keys messaging. As well as implementing the activities outlined here, the agency is poised to take advantage of additional opportunities to generate favorable coverage as they arise. This promotional flexibility is vital in today's era of "instant information" expectations from both media and consumers and creates a public relations program as dynamic as the destination itself. Primary facets of the program include: 1. Creating print, photography and video Keys travel content for distribution to media ranging from regional to international as appropriate, and to media and consumers via social media vehicles. 2. Providing personalized assistance to journalists and bloggers ranging from suggesting story topics to setting up interviews, and providing logistical and other support to production crews shooting broadcast or online travel segments or features in the Keys. 3. Maximizing use of social media outlets such as Instagram, YouTube, Facebook, Twitter and others to distribute timely photography, mini -video, image and event -related Keys content to consumers as well as media. 4. Arranging and facilitating group and individual media research trips to introduce and showcase the destination to national, international and regional journalists, including qualified social media representatives, and their audiences. All aspects of the program will present the Keys as an ideal destination for authentic, enriching, experiential vacations with significant tangible and lasting intangible value. All public relations materials will publicize the Keys website, toll -free number and primary social media outlets. Communication of the Keys' authenticity begins with the attitude and expertise of the public relations team. Whether guiding media on a group press trip, assisting journalists or broadcast crews with story ideas and multifaceted support, or directly targeting consumers through social media programs, the PR team's destination knowledge and enthusiasm for the area are crucial and must be genuine. In addition, because the Keys are a wide-ranging destination with differing attributes that appeal to diverse vertical markets, firsthand destination knowledge is vital in presenting accurate, up-to- date information about all facets of the destination. NewmanPR is in a unique position to communicate both expert information and honest enthusiasm about the Florida Keys both gained through personal familiarity. NewmanPR believes that a deep familiarity with the Keys, particularly given their geographical spread and range of market appeals, is vital in communicating an authentic and accurate image of the destination to media and their audiences. All members of the domestic Keys team are either residents of the island chain or regular visitors during their leisure time. The 2014-15 public relations program will be carried out by senior account staff living full- or part-time in the Keys, junior account staff that visit regularly, a Middle Keys —based correspondent or "stringer" covering the Upper and Middle Keys, and LGBT representative who lives in Key West and a Key West —based account executive who performs the duties of stringer for the Lower Keys and Key West. Their hands-on familiarity with the destination is valuable both when gathering and conveying factual information to media, and when identifying and communicating authentic aspects of the Keys vacation experience directly to consumers. FloridaResource 1 Maximin Coverage One of the most essential elements of NewmanPR's work on behalf of the Florida Keys particularly in the current climate of information overload and sometimes questionable "citizen journalism" is to establish and maintain the trust of both mainstream and social media. As a reliable, accurate source of information about the destination, the agency is perfectly positioned to maximize communication of positive Keys messaging and material to widespread audiences. To better meet the needs of print, broadcast and online media and best serve the destination, many years ago the agency established the Florida Keys News Bureau. The agency's Keys team members staff the bureau, producing print, broadcast and online materials crafted to exceed the highest production standards set by leading print and broadcast media. Since its inception, the Florida Keys News Bureau has earned a reputation for providing quality materials, working collaboratively with media representatives and adhering to strict standards of truthfulness and transparency. As a result, national and international television networks, wire services and other media outlets treat the Florida Keys News Bureau as a trusted and valuable source of information. Therefore, the agency and its bureau are able to operate synergistically with media to benefit the Keys via "spot stories" that are valuable in creating positive destination awareness. During the 2014-15 fiscal year, the agency and its bureau will continue to produce spot news stories as appropriate and distribute them to mainstream, regional, national and international print, broadcast and online venues and to select high -quality social media outlets that can provide "real-time" message transmission to consumers. Many spot stories and broadcast packages are preplanned to focus on leading special events throughout the Keys, while others may showcase occurrences that highlight positive image and awareness of one or more districts. For distribution, the agency uses extensive, continually updated databases that currently contain thousands of records on mainstream journalists, vertical market bloggers and social media representatives with widespread followings. Virtually all story and photograph distribution is accomplished electronically, either via email or by transmitting to wire service computer systems, and most broadcast distribution is accomplished by direct electronic uploads. District and Umbrella Programs The agency will place significant emphasis on promoting the unique attractions of each district of the Keys, based on a district's focal characteristics or vertical market appeals. This will be done through promotion of year-round activities that support the district's self-selected identity, as well as 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 Cultural, Dive and Fishing umbrellas, pairing with their representatives to promote events and offerings on behalf of each umbrella. During the 2014-15 fiscal year special efforts will be undertaken to increase awareness of fishing opportunities beyond scheduled tournaments. As in the past, those efforts will be funded by a line item in the umbrella's budget to promote specialty markets and events. District `Stringer' Support NewmanPR's correspondents or "stringers" in the Upper and Middle Keys and Key West will maximize story gathering within their districts. Their work will include interfacing with district and industry representatives and other local contacts to identify and facilitate positive coverage opportunities including spot news stories and social media messaging. In addition, 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. While much of NewmanPR's strategy focuses on attracting mainstream vacationers, the 2014-15 public relations plan also will promote aspects of the destination that are attractive to travelers within specialized or vertical travel markets. During fiscal year 2014-15, efforts will be made to expand destination awareness in established specialized markets and to introduce the destination and its unique attributes to emerging markets. Specialized markets to be targeted include, but are not limited to: • Sportfishing (particularly for novice, female and family anglers) • Voluntourism, learning and eco-tourism (particularly for millennials) • Wedding, honeymoon and "celebration" • LGBT • Soft adventure and athletic • Arts, culture and history • Diving • Family, senior, multigenerational and millenials NewmanPR has developed four primary domestic public relations initiatives designed to showcase the Keys as an ideal destination for authentic adventures, relaxation and personal enrichment, as well as meaningful experiences with lasting intangible value. Promotions for 2014-15 include: "Get Hooked on Florida Keys Angling" To expand the Keys' reputation as a prime angling destination into new markets and to spotlight the expertise of charterboat captains in all districts, the agency is planning a wide-ranging promotion focusing on sportfishing for novice anglers, women and families. The program is to include a group press trip, representation at fishing trade shows, an expanded website fishing section and creation of video components for online and social media. While the agency has long worked with the Fishing Umbrella to publicize annual tournaments and opportunities for seasoned anglers, the 2014-15 promotion will expand the market for the umbrella and the destination by targeting new or emerging anglers interested in soft adventure, family activities and learning or enrichment vacation experiences. Elements of the promotion will reinforce and support tournament messaging, while also introducing Keys angling to nontraditional markets and enlarging emphasis on skilled charterboat captains and guides throughout the Keys. Elements will include (but are not limited to): 1. Expansion of the website's fishing section to include profiles of leading charterboat captains in each district, an updated chart of indigenous fish species and the times of year to catch them, "learn to fish" material, opportunities for family and multigenerational anglers, "kids and the catch" content and more. In addition, the site navigation will be reworked to create a quicker and easier user experience. 2. Creation and implementation of a social media awareness campaign with messaging to followers that includes fishing tips and "how-tos," what's biting and "meet the captain" components. 3. Creation of a themed "Keys Angler" magazine similar to the "Dive Keys Traveler" magazine produced in previous years. With topics targeted to both experienced and novice anglers, the eight -page full -color glossy publication will be used at national and international consumer travel and trade shows, will be available for download from the website and can be used for social media. 4. Production of two angling Videos of the Week for use in the website's fishing section, at travel shows, in raising media awareness and for social media. One is to be an overview of the Keys as a fishing destination and the reasons for the island chain's popularity with anglers, while the other will be geared to female anglers and learning/enrichment opportunities including the annual Ladies, Let's Go Fishing! seminar. 5. A group press trip for nontraditional angling media staged out of the Middle Keys. Activities will include learning experiences and instruction from master Keys captains and guides, paired fishing and "cook your catch" adventures. 6. Representation in conjunction with the Fishing Umbrella at selected consumer and trade fishing shows. 7. A promotion with a leading national saltwater fishing television show and seminar series. Funded in part by the Fishing Umbrella with generic advertising support courtesy of Tinsley Advertising's budget, NewmanPR has executed an agreement with George Proveromo, a nationally known saltwater fishing expert who is a senior editor at Saltwater Sportsman magazine and hosts the "George Poveromo World of Saltwater Fishing" television show on NBC Sports Network. Poveromo also coordinates the annual National Seminar Series that stages fishing clinics in U.S. East Coast cities from Maryland to South Florida. The Keys will be a featured destination sponsor for the series and seven of 13 planned TV shows for the 2015 season will originate from the Florida Keys. "Seize the Keys" This promotion is designed to position the Keys as providing authentic, high-energy, meaningful and enriching vacation experiences proven to appeal to millennial travelers. Utilizing Instagram and other social media as well as more traditional conduits, the agency will target millennial consumers and media with messages focused on elements such as voluntourism, eco-adventure and more. Promotion components will include: 1. Acquisition of the #SeizeTheKeys hashtag and its promotion as a primary messaging medium. 2. A group press trip for millennial bloggers and those with high social media rankings. During the trip, they will "seize" one -of -a -kind opportunities and adventures in each district, using #SeizeTheKeys to engage their audiences and share their experiences via live tweets, Instagram posts and other social media distribution. The itinerary can include volunteer opportunities at wildlife centers, learning about coral restoration, eco-friendly watersports such as paddleboarding and kayaking, art walks, eco-tours and more. 3. Production and distribution of a series of 15-second "Seize The Keys" mini -videos, created from existing video footage already, on the Keys' Instagram, Facebook, YouTube and other social media outlets. This cost-effectively repurposes video assets to boost outlet viewership and engagement of the mobile -user generation driven by new media. Content will be selected to showcase eco-friendly, soft -adventure and enriching experiences. 4. A social media program via Instagram, Twitter or other platforms where travelers use #SeizeTheKeys to upload photos or videos of themselves "seizing" an eco-friendly activity or opportunity in the destination. Preliminary voting will be done by #SeizeTheKeys followers to engage them in the program, while agency representatives will evaluate finalists and choose the winner to receive a return Keys trip. In addition, finalist entries will be combined with appropriate video already shot by the agency to create a high -quality, high-energy "SeizeTheKeys" video overview for website, social media and promotional use. 5. Creation of a "Seize The Keys" category in the existing Photo Adventure section on the Keys' website. This will debut following the social media program to encourage ongoing content submission from millennial travelers and increase Photo Adventure exposure through social media sharing. "Celebration Destination" This program is geared to the "celebration vacation" market of both mainstream and LGBT consumers, based on research that indicates vacationers tend to spend more money on travel for weddings, honeymoons and other meaningful personal and family occasions. Elements will include: 1. Creation of a Photo Adventure gallery and Pinterest board for "Florida Keys Weddings, Honeymoons and Romance," encouraging consumer submissions and sharing to increase traffic to both outlets while expanding users' emotional connection between the destination and the celebratory experience. 2. A press trip for mainstream and LGBT journalists and social media influencers that spotlights activities and opportunities throughout the Keys for "celebratory" travel. The trip's itinerary will not just focus on wedding and honeymoon offerings, but also those for guys' and girls' getaways, bachelor and bachelorette trips, couples' escapes, anniversary celebrations and more. 3. Expansion of the Keys website's LGBT section to include high -end romance and honeymoon content. 4. Production of at least one romance and "celebration" focused Video of the Week and its promotion on the Keys' YouTube channel and social media outlets. Spotlight on New Accommodations Product To promote the new resorts and accommodations options scheduled to debut in fiscal year 2014- 15, NewmanPR is planning a mutlifaceted effort designed to reach travel trade press and their audiences. Additional elements of the promotion are designed to raise awareness of new properties directly among travel consumers. Elements will include: 1. Significant public relations outreach both nationally and internationally, with messaging that introduces each new property and its offerings. Roundup releases are planned in late fall 2014 and summer 2015, but timing may be adjusted if construction and opening dates change. In addition, properties will be spotlighted as they open in quarterly issues of the What's New e-newsletter for domestic and international distribution. 2. The agency proposes a dedicated travel trade media trip to create awareness of new lodging opportunities within the destination. Media targeted would include mainstream trade and MICE media outlets, as well as top market bloggers. 3. Engaging with travel trade media through social media outreach as well as representation at travel events that draw trade participation. 4. Creation of consumer -targeted SMS messaging about new accommodations and their amenities to the Keys' existing opt -in subscriber database developed during the 2013-14 SMS vacation giveaways. 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. NewmanPR has a large established network of accredited traditional media contacts and social media influencers, and is continually expanding and updating that network to ensure its quality and comprehensiveness as new contacts are developed. NewmanPR is responsive to the needs of quality print media outlets, traditional and online broadcast venues, online travel publications, journalists with large social media followings and others, and strives to support them as warranted in both group press trip and individual travel situations. Before arranging complimentary or reduced -rate lodging or expending other resources, agency staff research and qualify all media representatives not already known to NewmanPR. Group Familiarization Tours In designing domestic group press trips, the agency strives to foster increased awareness of the individual Keys districts and their unique attributes, while also meeting the promotional needs of the umbrellas. In addition, each trip is themed to showcase one or more particular aspects of the Keys experience. In fiscal year 2014-15, additional emphasis will be placed on attracting media from the northwestern United States and continuing outreach to senior -market media within Florida. 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-hour assistance in meeting story -gathering needs. In 2013-14, the agency launched an effort to include participation from locals willing to meet journalists, accompany them on quintessential Keys adventures and share aspects of "their" island chain. The concept was successful in communicating the authenticity of the Keys experience, and many journalists commented favorably about meeting residents who were genuinely passionate about their activities and their community. That initiative will be continued and expanded for 2014-15 group and individual media visits. "Prime Time in Paradise" Press Trip As well as the four domestic group familiarization tours outlined in previous pages, the agency is planning a press trip that caters to the active senior travel market. Emphasis will be placed on attracting Florida media and writers from publications and online outlets targeted to seniors, including media that serves The Villages, Florida's well-known senior community. The trip will feature events, unique experiential attractions and authentic elements of interest to active senior travelers ranging from chocolate -making and cultural learning experiences to the offbeat Cow Key Bridge Run, kayaking and an African Queen cruise while also addressing ways seniors can maximize enjoyment of their Keys vacations. In addition, activities will be explored that are well suited for multigenerational family travelers. Individual Media Research Trips In addition to group trips, the agency will continue to direct significant resources toward assisting domestic print, online and broadcast journalists and leading social media influencers on individual trips, since individual exploration often enables optimal story -gathering. As in past years, 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. The agency also provides media kits (either electronically or on thumb drives), high -resolution photographs and high -definition video footage, as appropriate. Collaborative Media Research Trips To maximize opportunities for media research trips while minimizing expenses, the agency works with Visit Florida, other Florida TDCs/CVBs and other organizations on joint -venture media research trips to achieve positive exposure for the destination. In addition, as appropriate, NewmanPR will use its network of contacts to secure private -sector partners for select trips. Northwestern U.S. Media Mission To develop new and strengthen existing media contacts in the northwestern United States, the agency is planning a mission in October 2014 to meet with targeted media in Seattle, northern California and Portland, Oregon. The mission will have the dual purpose of increasing selected media's awareness of the Florida Keys and their offerings, and to "mine" contacts from these regions to incorporate into the fiscal year's upcoming press/blogger trips. As well as group and individual media familiarization tours, the agency seeks and arranges opportunities for live and taped broadcasts from Keys locations by major morning shows, cable television network shows and high -quality niche -market and reality show productions. These have ranged from shows such as "Today," "Good Morning America" and CBS's "Early Show" to programming for PBS, ESPN, The Weather Channel, the Food Network and other leading broadcast outlets. The agency also worked extensively with Crawford Entertainment on the creation of a syndicated television program featuring all five Keys districts. The action -packed one -hour special, a facet of the 2013-14 public relations plan, shows viewers how to immerse themselves in the Keys lifestyle and segments were used in their summer Florida syndicated series dubbed "How to Do Florida." Shows also air on SunSports. For the summer of 2015, the agency plans Keys content on "How to Do Florida." The agreement calls for two of 13 shows to focus solely on the Keys and two additional shows to carry a three -minute segment. In addition, a TDC commercial will air on all 13 shows and there will be presence on the How to Do Florida website. Other ongoing broadcast projects include providing multifaceted support and production assistance for shows such as WPBT2's 30-minute art program titled "Art Loft." In 2013 and 2014, the agency implemented sponsorship agreements for "Art Loft" to feature significant Florida Keys content on different aspects of the arts and cultural scene throughout the Keys, and that sponsorship will continue in fiscal year 2014-15. As in the past, NewmanPR will provide logistical assistance, b-roll and Video of the Week footage as required, topic suggestions and other support for the production. As well as reaching a South Florida audience, the segments may appear on PBS stations in other major markets, and the Keys' dedicated page on the "Art Loft" website will be continued. In the upcoming fiscal year, the agency will continue working to attract and assist broadcast productions that have the potential to create and reinforce favorable awareness of the destination. Music Voyager series For 2014-15, the agency has arranged for a Florida Keys episode in the 30-minute television series "Music Voyager." The Keys are to be explored from the air, land and ocean focusing on experiences related to the arts including music and visual disciplines. The Keys show is to be broadcast in 85 percent of all North American Public Broadcasting System homes as well as airing in international markets, in-flight, cruise ships, hotel and social media channels. TDC funding will pay for about 35 percent of the show with the balance coming from Visit Florida and other resources. In addition to television shows, efforts will be expended to attract major -market and national radio programs and high -profile online and social media productions to execute live or taped broadcasts from the Keys. MAN myff 11MR '1 In 1993, Sports Illustrated featured the Florida Keys as one of the venues for its popular swimsuit edition. The agency was deeply involved in the project, which was executed in late 1992. The agency has been in contact with SI editors for the 2015 issue, which is to be shot entirely within the United States. There is high interest in the Keys as one of the destinations, and the agency is budgeting funds to aid in the transportation and other production -support expenses. 1' ,' i 1 ► 1 1 1' 111111111111111111 i 1 1 / 1 1 ' 110 1 For February 2015, Tinsley Advertising is planning a South Boston Transit Station Domination advertising program. To help kick off the program and to generate additional media and social media awareness, NewmanPR is proposing to create and serve of the world's largest Key lime pie inside the station. Traditionally, the gargantuan Key lime pie has garnered significant news coverage where it is prepared and we believe it will dovetail perfectly to help launch the new campaign in the Metro Boston area. In 2013-14, NewmanPR streamlined and updated its existing Florida Keys & Key West press kit and online newsroom content to better serve the evolving needs of media, ranging from traditional to social and emerging, and their audiences. For 2014-15, 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 to publicize each district's leading events and festivals, and other offerings outlined below. In addition, plans call for crafting targeted press releases whose topics support the destination's overall promotional goals as well as the PR initiatives and promotions outlined earlier in this plan. These pieces are distributed in several ways including direct email, RSS feeds via the Florida Keys online newsroom and a Keys media Twitter feed. Many releases also are featured in issues of the monthly e-newsletter and travel blogs and are used to support press trips and specific promotions. Planned release topics for 2014-15 include 1. New Lodgings Roundup: Two overviews are planned to highlight new lodging properties throughout the Keys, with an overview of their amenities and offerings, as they open. Both releases are to be geared to travel trade media. 2. Multigenerational Attractions: To further promote senior and family travel, this release will showcase experiential attractions throughout the destination that families, seniors and multigenerational travel groups can enjoy together. 3. Get Hooked on Florida Keys Angling: To reinforce the messaging of the angling promotion, one or more releases will be created that emphasize the value of Keys charterboat captains and guides (many of them second -generation), opportunities for family and multigenerational anglers as well as female anglers and "learn to fish" material. 4. Celebration Destination: To promote the Keys as a destination for "celebration travelers," a release will be crafted in conjunction with the promotion outlined earlier in this plan. Content will include attractions and offerings for those traveling for weddings and honeymoons, guys' and girls' getaways, anniversary commemorations and more. 5. Enriching Escape: Intended in part to engage the millennial market, this release will focus on ways to give back, learn, revitalize and recharge during a Keys vacation. Emphasis will be placed on Keys offerings related to voluntourism, sustainable travel and personal enrichment. `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. As in past years, a culturally therned special issue of "Keys Traveler" will be produced in February 2015 with content wholly dedicated to upcoming literary, visual and performing arts highlights in all Keys districts. As in 2014, the May e-newsletter will be a dedicated "locals' choice" issue. All topics will promote the destination's indigenous and authentic elements through the eyes of Keys residents, with tips on how visitors can add fun and meaning to their Keys visit by "vacationing like a local." While readership of the e-newsletter is growing steadily, with the subscriber base exceeding 95,000 by June 2014, the agency will continue working to expand subscriber numbers among both consumers and media. Avenues to increase readership may include social media messaging, promotions and awareness building through existing Keys outlets. `Keys Traveler' Annual Magazine As in past years, the agency will write, design and have printed an annual "Keys Traveler" magazine to be distributed at World Travel Market and other U.S. and international venues. Designed to present highlights from all districts of the Keys, the full -color glossy magazine includes at least 16 pages each year and QR codes that lead to agency -produced video segments that complement the written content. Content for the 2014-15 issue will be chosen to further the TDC's marketing goals and will include a roundup of new accommodations offerings. As well as its print distribution, "Keys Traveler" magazine is available for consumers and media to download from the destination website. In addition, NewmanPR plans to produce a dedicated eight -page "Keys Traveler" issue for the fishing market tentatively titled "Keys Angler." The full -color glossy publication will showcase fishing highlights from all districts of the destination, Keys catch -and -release practices, the value of chartering a guide or captain, indigenous fish species and times of year to target them, tournament information including the 50th anniversary of the Key West Fishing Tournament, learning opportunities for new anglers and short profiles of notable Keys captains, among other topics. "Keys Angler" will be distributed at national and international consumer travel and trade shows, and will be available for download from the website. Website Initiatives Enhanced 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 "advancers" outlining upcoming special events, spot news coverage of occurrences or events that enhance the favorable perception of the Keys, results reports on major fishing tournaments and the launch of significant programs, accommodations or attractions. As with other aspects of the agency's work, news content for the website is designed to promote the activities, events, flavor and unique identity of each district in addition to the overall destination. Posted pieces emphasize Keys cultural activities, special events, attractions, family travel opportunities, eco-tourism, watersports and adventure, diving and snorkeling, fishing and more. Use of the news section for timely direct -to -consumer messaging increases awareness and complements pieces distributed to media. The section also is valuable in situations that require emergency or crisis communications. The public relations expense budget includes an allocation to pay a website editor who works in conjunction with FloridaKeys.com to provide and monitor content for fla-keys.com overall, including the comprehensive calendar of events. Other joint projects include creating and regularly updating specialty website sections for vertical and niche market travelers. The agency is planning two primary enhancements to website content in 2014-15. The first is a significant expansion of the fishing section. Planned elements include: 1. Increasing focus on charterboat captains and guides in all districts through avenues including the addition of personality profiles and making their listings easier for angling consumers to access. 2. Development of content directed toward novice anglers who are eager to learn. 3. Updating of a comprehensive species chart with information about when and where to target each species. 4. Development of specific content directed toward female, family and youth anglers. 5. Production and posting of fishing -focused Videos of the Week as outlined earlier in this plan. Also, as noted previously in this plan, new categories or galleries supporting 2014-15 initiatives will be added to the website's Photo Adventure section. Video of the Week Series NewmanPR will continue spearheading the production of its Video of the Week packages that increase awareness of select aspects of the destination. 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. Market research indicates that video content is especially attractive to millennials. The agency's Video of the Week segments cover all regions of the Keys and a wide variety of attractions, attributes and special events. Video of the Week features to be produced in 2014-15 include I. A Keys angling overview and a video targeting female anglers that features the "Ladies, Let's Go Fishing!" seminar. 2. A video showcasing athletic events in the Keys featuring repurposed footage shot for news packages on sporting events ranging from swimming races to paddleboard challenges, races and cycling events. 3. An overview video geared to the active senior market with significant footage of senior travelers enjoying Keys activities and a second covering elements that appeal to multigenerational groups such as seniors traveling with grandchildren. 4. A series of videos geared to the multicultural market and featuring young travelers, with topics that may include eco-tourism opportunities, adrenaline adventures and learning and enrichment vacations. In addition to creating new video content, the agency will continue to repurpose footage already shot into 15- to 20-second video "tease" segments for posting on Instagram, Facebook, YouTube and other social media outlets. Cost-effectively taking advantage of existing video, the pieces have a high-energy, edgy style designed to engage millennial travelers, present intriguing Keys ,'message bites" suitable for social media sharing and boost viewership and engagement of mobile -user generations driven by new media. Social Media Messaging and YouTube The agency plans to expand its social media outreach to travel consumers and media in 2014-15 by strengthening existing channels and developing an active presence on new outlets of note. Particular attention will be given to developing a vibrant and highly visible presence on Instagram, since research has demonstrated Instagram's popularity with the millennial market. As in the past, the agency will post news and social media —specific items in a timely manner on the TDC's social media sites including Facebook, Twitter, YouTube and other outlets particularly during evening and weekend hours. The Florida Keys Travel Vision channel on YouTube will be utilized to showcase Video of the Week segments in addition to agency - produced video news releases whenever appropriate. Because social media has proved useful in crisis communications situations, NewmanPR will be prepared to employ it in that manner if conditions require it. Among the agency's new social media initiatives for 2014-15 is the "#SeizeTheKeys" video and photo contest already discussed in this plan. Others include a continuation of monthly SMS messaging to the subscriber base developed during the 2013-14 opt -in mobile user SMS messaging contests. At heart an ongoing subscriber campaign, these contests have proved very successful in raising destination awareness via social media and mobile website channels. In addition, they contributed to the growth of the "Keys Traveler" monthly e-newsletter subscriber base from approximately 44,000 in June 2013 to nearly 96,000 in June 2014. Targeting the existing opt -in subscriber database, the agency will send monthly SMS messages with content including information about upcoming events, Keys promotions or contests, and featured attractions. In addition, text -with -image messages will be sent to help promote growth of Instagram and other social media outlets. The mobile database is projected to reach more than 20,000 by the conclusion of fiscal year 2014. Keys Travel Blogs NewmanPR's "Keys Voices Weekly Feature Blog," created on behalf of the destination and debuted in January 2009, continues to experience growth in reader numbers and page -views per user among consumers and media. Dedicated reader numbers exceeded 80,000 per month during the 2013-14 peak season, and page views have grown to more than 3.4 per session. Efforts will continue to increase the feature blog's visibility in 2014-15, especially among media seeking unusual story ideas, "insiders' insights" and in-depth content about events and attractions in all districts. The "Keys Voices" personal, honest stylistic approach proved particularly valuable in 2013-14 to support messaging focused on the authentic, genuine nature of the Florida Keys vacation experience. That style and messaging will also be emphasized in the coming fiscal year; planned content includes profiles of notable Keys residents, in-depth explorations of "indigenous" activities and humorous looks at offbeat events. As in the past, the blog will be used as a vehicle for complementing and expanding upon events and other topics covered in press releases and spot news stories, while also promoting aspects of the destination that enhance its image but may not necessarily have a "news hook." Plans also call for the increased use of video and video tease segments alongside copy, photographs and links to broaden the appeal of "Keys Voices." As well as providing regular content to the mainstream "Keys Voices" blog, the agency will continue editing and overseeing the LGBT travel blog written by the TDC's LGBT-market destination sales manager. Working with FloridaKeys.com, the agency will continue facilitating the distribution of copy and live links to the LGBT blog directly to consumers via an opt -in email address list. UTCOMINN.-TIMIM - Online Pressroom The agency will continue to manage, update and provide content and journalist -friendly resources for media representatives through its online pressroom. These resources include an extensive electronic press kit that was revised and refined in 2013-14 to meet the needs of traditional, emerging and social media. In addition, the pressroom features a frequently updated collection of releases spotlighting current events and highlights, available for download and very similar to those distributed to media and posted on the consumer site. As in the past, content will be added regularly to ensure timely and useful information about events, programs and initiatives. The pressroom also contains high -resolution photographs of each district and selected special events formatted for download. Extensive effort will be invested into updating and adding to this collection to reflect up-to-the-minute events and occurrences. In addition, video footage is available for media downloads on a dedicated FTP site. Through these and other efforts, NewmanPR will strive to maintain and further the pressroom's reputation as a valued and trusted 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. A Keyswide video shoot was undertaken in 2014 to expand and update the video library's content. NewmanPR will expend significant effort and resources to promote Keys special events and festivals, since they provide a major draw for visitors and a worthwhile "news hook" to generate positive media coverage. To determine the appropriate level of coverage, each event will be evaluated based on its "indigenous" aspects, value in attracting overnight visitors, appeal to contemporary media and ability to extend the favorable image of the destination. In addition to established events, the agency also will provide support and coverage to new and emerging events with potential to foster travel to the Keys and support destination goals. A line item in the expense budget provides PR expenses for indigenous and PR -worthy Keys events that lack support funds. Typical event -focused efforts include 1. Writing advance releases for media distribution and website posting. 2. Pitching on -site coverage by targeted media outlets and assisting media representatives as appropriate. 3. Promotion through Facebook, Twitter, YouTube, Instagram and other social media outlets. 4. Through the Florida Keys News Bureau, creating and distributing story, photography and broadcast news packages when events take place. Travel Trade Public Relations NewmanPR will continue to 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. Travel Trade Materials to Be Produced NewmanPR will continue to create and distribute to travel trade media its quarterly "What's New in the Florida Keys & Key West" newsletter, focusing on new and enhanced accommodations and attractions offerings, and its annual overview of Keys news and offerings for the meeting market. As previously mentioned, two comprehensive roundup pieces on new Keys lodging properties will be produced and distributed to national and international trade press. In addition, stories regarding major Keys events are rewritten for travel trade publications as appropriate, and the agency attempts to maintain high awareness of the TDC's sales and marketing staff. NewmanPR recognizes the importance of LGBT travel in today's world, as well as the ongoing need to maintain and expand the Florida Keys & Key West's established reputation as a leading safe, welcoming and highly desirable LGBT leisure travel destination. Several strategies are planned to enhance this well -deserved reputation and expand awareness of the destination's attributes, including honeymoon travel offerings that are attractive to the LGBT market. The agency will continue representing the destination editorially to LGBT media, both domestically and internationally, through a blend of "image" efforts and promotion of special events of interest to the market. Statistics show that the younger gay demographic prefers all -welcome accommodations and nightlife, while older LGBT visitors tend to prefer more gay -specific properties and entertainment venues. The Florida Keys & Key West, with an LGBT community that is well entrenched in the Keys' mainstream community, are well positioned to provide memorable vacation experiences for both market segments. Emphasis will be placed on spotlighting the wide variety of gay and gay -welcoming accommodations, extensive range of activities and enriching cultural offerings. Planned promotional strategies include the production and distribution of domestic and international publicity releases, the coordination and hosting of individual visits and guided group familiarization tours for LGBT media from traditional to social, and representation at national and international travel trade and media events. Significant efforts will focus on increasing market awareness of the Keys as a prime honeymoon and romance destination in light of Supreme Court rulings legalizing and recognizing same -sex marriage in 18 U.S. states and the District of Columbia (expected to increase in coming months). During fiscal year 2014-15, NewmanPR suggests working with FloridaKeys.com to initiate a redesign and expansion of the LGBT website section. The section should be reformatted along the same lines as the existing "Locals' Guide" section to feature links to significant editorial content including personality profiles of leading members of the Keys LGBT community. Topics to be spotlighted will include the One Human Family philosophy, the creation of Key West's 1.25-mile sea -to -sea rainbow flag, LGBT nightlife and watersports activities, and notable cultural and historic attractions such as Key West's LGBT trolley tour and Tennessee Williams Exhibit. To promote couples and honeymoon travel within the LGBT market, the web section also will be expanded to feature the destination's honeymoon and romance options. In addition, outreach will target wedding and honeymoon media and social media. The destination is well positioned to reach out to the honeymoon market at this time and the wedding market when same -sex marriage becomes legal in Florida. At least one romance-themed press trip will be scheduled for mainstream media and significant social media influencers; specifics will be determined based on same -sex wedding status in Florida at the time itinerary planning begins. The LGBT press kit editorial and photography will be updated to further enhance existing information about romance and honeymoon offerings, and the LGBT blog will continue to feature upbeat, informative content about Keys couples and honeymoon options. Other updates to the press kit's editorial and photography will be performed as needed, and material will be distributed to targeted LGBT and mainstream media as appropriate to communicate Keys messaging. The agency's LGBT media relations specialist will spearhead multifaceted ongoing support for, and on -site meetings with, gay and lesbian media traveling to the destination as well as at travel trade and media events. Information and input for content in LGBT and mainstream media will be offered and provided as appropriate. A strong focus on social media content providers will be a part of the 2014-15 outreach, as will an ongoing effort to strengthen existing relationships and build new ones among leading media and influencers. The Stoli Original Key West Cocktail Classic is to return in 2015 with competition in 14 key markets including California and New York. The agency will work with the production to offer strong destination exposure in the regions hosting the competitions. The agency will continue carrying the Keys' all -welcome message directly to travel consumers via established and emerging social media avenues. As noted, online efforts include an LGBT- targeted blog that is posted twice monthly, with a "teaser" for each issue distributed directly to consumers through the fla-keys.com e-mail database. The blog also is promoted through Facebook and Twitter. Special International LGBT Project Key West Launches Permanent Rainbow Crossing On June 9, 2014, a "rainbow road crossing" was unveiled in Brighton, U.K., as part of the celebrations to mark LGBT Pride month. The artwork, which stretched across the road at the artists' quarter of Madeira Drive, was painted over the course of two days. The crossing was opened by Brighton artist and musician Heather Peace. She called the artwork "a gift from me to anyone that embraces diversity." Similar crossings have previously appeared in cities around the world including Los Angeles, Moscow, Paris, Shanghai, Sydney and Tel Aviv, but this was the first in Europe. If approval is granted from the City of Key West, NewmanPR and KBC plan to bring artist Heather Peace to Key West to paint a dedicated rainbow crossing in Key West with a local Keys artist. This showcases the LGBT connection between the two cities, as well as the fact that both cities are seen as a source of inspiration for artists worldwide. The story would be twofold: 1) Twinning LGBT cities "the crossing" between Key West and Brighton. 2) The permanent rainbow crossing will showcase the Florida Keys' everlasting dedication to LGBT awareness. Due to U.K. road laws, the crossing in Brighton was only in operation for a week, but Key West could launch the first permanent crossing, showing the strength of the Keys' LGBT "One Human Family" commitment cannot be washed away. KBC and NewmanPR plan to hold a photo shoot to officially open the crossing. The photo shoot will mimic the famous image of the Beatles crossing Abbey Road. However, instead of four Beatles, we will feature four iconic Keys characters such as female impersonator Sushi, an Ernest Hemingway look -alike, Kermit from Kermit's Key West Key Lime Shoppe and a person costumed as a giant lobster or turtle. KBC and NewmanPR will invite leading LGBT international and domestic media on a press trip that includes the opening ceremony, and arrange a dedicated hashtag for Twitter and Instragram: #keyscrossing. In addition, KBC will also pitch the story to regional newspapers in Sussex and Surrey, around Brighton. Keys Crossing Competition — Tweet Your Rainbow To generate buzz surrounding the opening of the crossing, KBC and NewmanPR will launch a social media competition for two people one from the U.S. and one from the U.K. to win a holiday to the Keys. The LGBT media on the press trip will all promote an exclusive competition to win the holiday. The media will encourage their followers to Tweet or Instagram a rainbow-themed image, with the hashtag: #keysrainbow. Consumers can draw a rainbow, don a rainbow wig, tweet a real rainbow or take a photo of any other rainbow -related idea they can think of to be eligible to win the holiday. Consumers will be actively encouraged to "like" the Keys Facebook, Instagram and Twitter pages. 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. 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. Select Joint Media Blitzes The agency typically garners a significant response from journalists by participating with Visit Florida in select joint media events and receptions in targeted major and emerging markets. In 2014-15, 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 carried out in conjunction with Monroe County Emergency Management prior to the Atlantic hurricane season. 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 Interests 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. Crisis Management and Communications Strategies One of the most fundamental tests of a destination's communications plan is a crisis situation — whether the crisis threatens or actively impacts the destination. NewmanPR's past crisis communications efforts have included conceiving and carrying out strategies that helped the Florida Keys recover tourism market share and positive image after hurricane threats, hurricane impacts and situations such as the 2010 Gulf oil spill. The agency also has provided and will continue to provide crisis management as necessary in incidents involving diseases such as dengue fever, major traffic accidents and disruptions 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 latter plan integrates Keys tourism industry and community leaders, and serves as a guideline in dealing with storm threats or occurrences, or other actual or potential crises. Its cornerstone is a strong ongoing relationship with Monroe County Emergency Management, which is beneficial to the TDC and the tourism industry, that 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 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, 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 -assistance service 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 demonstrates the destination's care and concern for its guests. International Market Public Relations Canada Because Canada has traditionally been the top feeder market for Florida and Florida Keys foreign travel flow, in 2013-14 NewmanPR expanded the contracted services provided by LMA Communications, an accredited Canadian public relations firm, to promote the Florida Keys & Key West to media and travel consumers and trade. Efforts centered on increasing Florida Keys vacation awareness among Canadian media and consumers in both the Toronto and Montreal areas, and that targeted outreach will be continued and expanded in 2014-15. Public relations strategies for the coming year include: 1. Continuing efforts to put the Florida Keys on the radar of all Canadian travel writers who report on Florida; in particular, to introduce this unique part of Florida to those who may have visited Miami, but never south and/or those who have not been to the Keys in years. 2. Enhancing the Florida Keys' profile as a top destination within Florida for everything from snorkeling, diving and fishing to arts, food, festivals and culture. The island chain will be portrayed as the perfect winter and year-round destination for Canadians. 3. Positioning the Florida Keys as a totally different experience than one might expect from a typical Florida vacation: authentic, distinct and unique. Target Audience Through work with the media, LMG will predominantly target Canadian travelers based in Ontario and particularly its major hub Toronto, for whom Florida is most easily accessible. For 2015 the agency will also reach out to media members from outside Toronto, namely Hamilton and the "Golden Horseshoe" that makes up the Greater Toronto Area (named for the fact that it stretches around Toronto and resembles a horseshoe). The market targeted primarily will be English-speaking Canadians in the Ontario market. LMG will approach the other provinces through national publications, typically emanating from Toronto. A secondary focus will be on the strong interest from the French-Canadian market and areas such as Montreal and Quebec City. The target demographics will include • Families and groups • Active singles and couples • Destination wedding and honeymoon travelers • Watersports enthusiasts (fishing, diving, snorkeling) • Snowbirds and active living markets • Meetings, conferences and conventions • Additional specialty markets including LGBT, cuisine and arts, culture and history Public Relations Target Media LMG's primary goal will be to focus on media outlets that will most strongly respond to the Florida Keys both broadly and in each applicable vertical market. On that basis, our media priorities will include: • National English daily newspapers: top Canadian newspapers such as Globe & Mail, National Post, Toronto Sun, Hamilton Spectator, London Free Press, Ottawa Citizen, Windsor Star, Calgary Herald and Edmonton Journal. • National French -focused daily newspapers: Le Devoir, La Presse, The Gazette, Le Journal de Montreal. • Commuter dailies: Metro Canada (regional outlets), 24 Hours Canada. • Specific industry publications (diving, food, nature, cruising, eco-enthusiasts, weddings, etc). • Additional general interest magazines (business publications with travel/lifestyle sections). • Broadcast travel shows/segments (TV, radio). • Internet publications/forums and credible bloggers. • Social media outlets (Facebook, Twitter, Instagram). Specific Public Relations Tactics and Initiatives The following elements are proposed for LMA's 2014-15 Florida Keys program Electronic News E-blast Distribution LMA will continue to distribute a monthly e-blast showcasing the latest updates, news releases, video advisories, events and other offerings from the Florida Keys. The copy will have a strong call to action, feature all current social media links and entice readers to learn more about the Florida Keys through LMA's media center. The e-blasts will be distributed via an online distribution system to a proprietary media database composed of more than 900 Canadian travel media contacts. The list is updated regularly and includes online (including blogs), print (newspapers and magazines), broadcast/radio, travel, travel trade, specialty, lifestyle, culinary, fashion, sports and other media. Staying in regular contact with media on a consistent basis will create a stronger overall presence, and will serve as a frequent reminder to Canadian media outlets about specific Florida Keys promotions, news and events. Therefore, LMA will continue executing this e-blast on a monthly basis. Topics will be selected based on a variety of new developments, events and festivals that will highlight the uniqueness of each Keys district while appealing to a variety of interests. All public relations materials will publicize the Keys website and toll -free number as well as the destination's multiple social media outlets. Separately, LMA will supply news updates to the Visit Florida Canadian PR team for potential inclusion in their monthly media e-blasts. For the frequent video advisories that are released the agency will supply Canadian broadcast and radio outlets with download information detailing how to obtain the video footage. As required, LMA will identify news release opportunities for distribution through the Canadian Newswire to spread any significant Florida Keys news or developments (i.e., potential for Canadian flight additions). CNW Group is Canada's leading newswire provider that offers services to a majority of Canadian media points. Typical distribution is approximately 5,000 contacts, industry analysts, freelance journalists and multiple syndication networks. Canadian Group and Individual Familiarization Press Trips While it is one thing to tell media about the Florida Keys experience, it is another to actually show them. A large portion of this proactive campaign involves familiarizing media with the true spirit of the Florida Keys as an all -encompassing travel destination to the intended target audience. Canadian Group Press Trip A themed and escorted group press trip will be arranged for November (dates to be confirmed), well before the holidays, to capitalize on the pre -winter season for "snowbirds." This trip will feature a carefully chosen theme and participation from select media representing various print and online publications and high -visibility social media outlets. The itinerary will include a variety of authentic and enriching attractions throughout the Keys, enhanced by "locals' favorite" insights and experiences. Following initial contact, our goal will be to finalize a list of familiarization visits based on media that have a confirmed storyline and placement date. The fam will also include an LMA escort. That will enable the Canadian team to further develop media relationships by sharing the Florida Keys experience with journalists. LMA will utilize its working relationships with airline partners to secure the most favorable press rates. Canadian Additions to U.S. Group Press Trips As in the past, when there is room on themed U.S. group press trips to include Canadian media, LMA will work with NewmanPR to select suitable Canadian media additions according to the trip's theme and itinerary focus. Individual Press Visits In addition to the group press fam, we will pitch individual media members to travel unescorted to the Keys. Regardless of whether they travel with a group familiarization trip or individually, all media will be properly vetted to ensure they have an assigned placement. Requests for trip support will come directly from the media members and through LMA's targeted outreach. LMA plans to contact editors representing the top tier of Canadian travel publications as well as television, magazine, newspaper and online sources. Plans also call for working with "niche" blog forums or broadcast outlets to highlight key areas of interest such as diving or adventure. Press trip themes may include, but are not limited to 1. The Florida Keys: Far From Your Typical Florida — A potential focus for group trips, this itinerary focuses on the indigenous, authentic, enriching and even offbeat attractions and activities that set the Keys apart from the typical Florida destination. The itinerary should appeal to a diverse audience of traditional and social media. 2. Culinary Creations Throughout the Florida Keys — Designed for individual journalists, this itinerary highlights the indigenous seafood and "flavors of the Keys" for food and family editors. 3. Florida Keys to Your Heart — With potential for either individual or group journalist trips, this itinerary spotlights the destination's offerings for the wedding, honeymoon and romantic travel market and couples -oriented and wedding editors and publications. 4. Choose Your Ed -ventures in The Florida Keys — This itinerary can be developed for individual journalists or groups to showcase the educational adventures, eco-tourism, voluntourism and the unique natural world in the Keys. Toronto: The Florida Keys Key Lime Food Truck To boost destination awareness in a unique and fun manner, LMA is exploring a Key Lime Food Truck charitable awareness campaign for the Toronto market. Plans call for a themed food truck to be driven around Toronto in the fall distributing small slices of Key lime pie at key "foot traffic" locations, raising awareness of the Keys before the winter months when most Canadians are thinking about traveling to warmer destinations. A mini-website is to be established to promote the campaign, and Keys collateral materials will be produced for distribution along with the slices of Key lime pie. To increase media exposure, LMA will use the food truck approach to make appointments and stopovers with broadcast outlet appearances. Key morning shows to be considered include "CP24 BREAKFAST" and "CHCH-TV Morning Live," which both maintain a high number of loyal viewers. LMA will approach both programs to confirm opportunities and possibly fly in a Keys - based Key lime pie expert to be present for the media spots as a representative from the Florida Keys and Key lime pie expert whose recipe will be used for the food truck's pies. LMA is sourcing a pie bakery that can make the pies in Toronto using an authentic Key lime pie recipe, and has sourced an appropriate food truck that can be wrapped with Keys messaging. Plans call for the truck to distribute Key lime pie for five days in high -traffic Toronto locations that may include: - Yonge Street and Eglinton Street - St. George Street (around the University of Toronto campus) - Bay Street and Dundas Street (close to the Bus Terminal) - Queen Street and John Street - King Street and Peter Street (Roy Thompson Hall) - Temperance Street (Financial District) - Bloor Street and Church Street Canadian French Market Media Breakfast LMA will organize an exclusive media event to take place in late 2014 to expand awareness within the Montreal market. The intimate event will be held for seven to nine Montreal -based media members from targeted outlets including daily newspaper, magazine, broadcast and quality social media. The tentative theme of the event will be "Bonjour et Bon Temps avec le Florida Keys" (translated to mean "Good Day and Good Times with the Florida Keys"). Using the formula from the Toronto media breakfast, elements will include a Keys chef —inspired menu and invitations in the form of an electronic postcard from the Keys. Attendees will go home with a Keys recipe book, fishing hats and promotional materials on USB sticks. The location for the event will be a private room within a locally accessible hotel or venue. Pre- and post -event one-on-one media interviews will be planned in conjunction with the breakfast. TMAC Annual Conference Media Marketplace Participation in the Travel Media Association of Canada conference is planned for June 10-14, 2015, in Peterborough, Ontario. Peterborough is located approximately two hours east of Toronto. TMAC is the premier travel media association in Canada, bringing travel media and tourism industry members together, and the event serves as an opportunity for members to connect with the association's Canadian travel media and industry professionals from across Canada. The conference lineup includes professional development sessions, chapter meetings, social networking events and a media marketplace. Media marketplace and associated "open marketplace" participation is particularly recommended for maximizing media contacts and opportunities to promote the destination. The media marketplace portion of the conference takes place over two days and follows a "speed dating" format, with prescheduled 15-minute meetings taking place with different media members invited based on their target audience and interests. During these meetings, most media members look to discuss editorial and assigned press trip opportunities. The open marketplace provides an hour for media members to approach industry members that they may not have been able to schedule an appointment with earlier. Media takeaways such as promotional items and information on USB sticks will be presented to media members, incorporating background information for review after the allocated meeting time. Third -Party Partner Event Participation A number of partner opportunities planned from the Visit Florida Canadian PR team will allow LMA to enhance awareness of the Keys through large-scale events. These include the following: Ottawa Media Reception Event The Visit Florida Canadian PR Team is planning to hold a media event in Ottawa, Ontario, similar to the one with Calgary in late February 2014. This will serve as an opportunity for local Eastern Ontario media members to connect with Visit Florida partners. Ottawa is Canada's capital, and a member of the G8 group of cities with an approximate population of 883,391. In the greater Ottawa area, known as the Ottawa -Gatineau area, the approximate population is 1,215,735, making it the fourth -largest city in Canada by population. However, its geographic size makes it larger than the cities of Toronto, Montreal, Vancouver, Calgary and Edmonton combined. Ottawa is in the province of Ontario, however it closely borders the province of Quebec, and the greater metropolitan area extends into Quebec. The target market for Ottawa is more family friendly, young professionals and students. Only 11.5 percent of the population is over age 65. The median age of the population is 36.7 and the city contains multiple universities and colleges. In 2013 the median family income in Ottawa - Gatineau was $93,440, the highest among Canada's six largest cities. The Ottawa Macdonald -Cartier International Airport is currently ranked the number -one airport in North America and second in the world for airports that serve between 2 million and 5 million passengers in the annual Airport Service Quality passenger satisfaction benchmarking program. Ottawa's media outlets reach a wide audience across the city, province and country, and would be included in the event invitations. They include Canadian Geographic, Ottawa Sun, WHERE Ottawa magazine, Ottawa Citizen, Metro Ottawa Online, Ottawa Life magazine and Ottawa Magazine. Representation at Travel Media Association Events LMA will represent the Keys at various networking events throughout the year. Networking events are hosted by the Society of American Travel Writers, Travel Media Association of Canada and Toronto Travel Massive blogger group on a regular basis. These events provide excellent opportunities to pitch Florida Keys stories and visits to interested media. Media Contacts, Pitches and Feature Development As part of the ongoing PR process, LMA will work closely with Canadian media outlets and freelancers to identify editorial feature opportunities throughout the year according to their schedule. The agency is well recognized by Canadian media, particularly among travel, hospitality and lifestyle editors and writers. The account team has developed a comprehensive list of contacts that covers daily and community newspapers, trade and specialty magazines, online outlets and specialty or vertical markets. Ongoing media contact involves sending news releases, updating contact information, pitching features according to editorial calendars and, above all, being a resource for relevant information. The objectives include keeping media aware of new Keys developments and also arranging working editorial sessions with select magazine and newspaper representatives, syndicated columnists, significant bloggers and high-level social media influencers to focus on everything the Keys have to offer. Beyond that, LMA may recommend participation in additional functions and events with the potential to benefit the Florida Keys through strategic PR collaboration with partnering media associations such as Visit Florida Canadian PR team press trips. Crisis Communications Should the need arise when a negative happening or accident occurs, LMA will execute a crisis communications plan to effectively 1) manage communications through a formal, clearly defined channel in order to ease the crisis or any serious negative repercussions; and 2) maintain a reputation of leadership and transparency on the issue at hand and any subsequent breaking news. As part of any crisis communications effort the agency will work with the Florida Keys head office in developing strategies for all possibilities. Each crisis or threat would be addressed on a one-to-one basis with message points prepared for each potential crisis situation. Additional Ongoing Activities As well as day-to-day work LMA will provide guidance on all relevant competitive and industry announcements and releases, and will inform the Florida Keys team about any interesting items that may require further investigation or may generate partnership opportunities (i.e. airlift opportunities or joint press trips). As appropriate, LMA will supply relevant content to post on the Florida Keys' existing social media channels, particularly Facebook and Twitter. Potential topics may include local media social media chats (i.e., Canadian Travel Press Florida Twitter session), warm weather wishes during winter and Canadian online media coverage. United Kingdom and Europe KBC PR & Marketing, based in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West in Europe. As usual, the U.K. and Germany (through subcontracted agency LMG) will be the prime focus of public relations activity for 2014-15 with secondary markets in France, Ireland, Italy, Switzerland and Austria. Activity in France will be slightly increased compared with recent years using a local freelancer under KBC's direction. At the time of the creation of this plan, KBC and NewmanPR were in the process of selecting a new agency for the Nordic market, which continues to show significant growth. Because the region is made up of four distinct markets, it has been decided that the new agency will focus on the largest country, Sweden, with tactical outreach to the other Nordic countries based around trade shows and other international sales team activities. European Media Trends Fam trips: 2014 sees a slightly better climate for specialist freelance travel writers, with editors' commissioning budgets increasing once again after some very lean years, although it is not expected that the volume of pieces commissioned or the rates of pay will ever return to pre - financial crisis levels. Freelancers therefore are keen to secure more than one commission for each trip, which can lead to very specific requirements and a more complex job in arranging itineraries. Unique angles are more and more important. Many titles, however, only use staff members for their travel coverage, with those staff members having to take trips as part of their annual vacation entitlement and not earning separate fees for their articles, since they are considered part of their normal contract of work. Staff writers are generally more likely to want to travel with partners or even families since their vacation time is precious. Their articles often show more of a "wow" factor, as they approach trips from more of a consumer standpoint rather than a travel writer who sees his/her job as comparing any destination with previous travel experiences. While group media trips are cost- and time -effective to run, there are certain sectors of the media most particularly the high -end print newspapers and magazines that never send writers out with a group. Working with these titles successfully involves a highly personalized approach. Written and other outreach: Direct coverage from press releases continues to decline slowly, particularly in the quality media environment. That said, a particularly strong story will still generate interest on the travel pages and online. Often the quality of imagery makes a significant difference to the chances of media pick-up. Travel editors expect press releases that are short and sweet, since they receive hundreds each day and simply do not have time to read extended releases. Freelancers, however, are often keen to see greater detail, which helps them determine whether there is a possible angle they can sell to a travel editor and earn a commission. Therefore, public relations requires an increasingly sophisticated approach, with different releases targeted to different audiences. Video is now coming into its own, with the websites of quality newspapers happy to pick up and use appropriate coverage hosted via YouTube. This trend will clearly gather pace in the coming months and years. U.K. Travel Trends The U.K. remains the third -largest international market for the USA as a whole, generating 3.8 million visitors during 2013, an increase of 1.9 percent on the previous year. Greater growth is expected in 2014 and 2015 as real confidence returns to the U.K. economy. Experience -based holidays continue to grow in popularity, and active and soft -adventure holidays are increasingly popular with the third-agers. Improving healthcare and more active lifestyles are leading to better health in older age and, hence, more frequent and more adventurous holidays. There is renewed interest in responsible or ethically sourced products and this extends to travel. However, value for money remains the most cited factor in destination choice for now. In addition, the luxury travel sector continues to grow. Google continues to dominate other search engines. TripAdvisor is still the most influential travel website despite a downturn in its credibility ratings due to the hosting of commercial travel inventory and negative PR concerning biased reviews. Social media networkers continue to influence travel decisions. While Facebook's U.K. user figures are plateauing, Twitter's usage is growing. Instagram and Pinterest are increasingly important marketing tools for travel and tourism. Mobile marketing to the U.K. consumer is vital. For example, 80 percent of U.K. users access Twitter via their mobile devices, compared with a global average of 55 percent. It is imperative that websites be compatible to all mobile devices to deliver a user experience that meets expectations. German and Swiss Travel Trends According to the German Travel Association DRV travel agencies have once again defended their status as the dominant sales channel in Germany in 2013 with a new record turnover level. More than 90 percent of the 40 million package holidays sold in Germany this year were booked via travel agency counters or their websites. Online bookings, especially among the younger generation and via mobile devices, become more and more popular to suit the traveler's preferences. According to the German automobile club's (ADAC) travel trend monitor, 58 percent of travelers look for information on a holiday destination and about 37 percent book their holidays online. Also, during their trips travelers will use mobile technology to access travel products and services. They strongly rely on commercial and social websites. Best-agers (over 65) and young adults (under 35) are the future travelers according to a survey by the Bundesverband der Deutschen Tourismusindustrie. German luxury travel is at a new record high: Germany's leading tour operator TUI recently announced that travelers are spending 6 percent more for their long -haul trips in 2014 than last year. Consumers in the German markets will demand more individual and authentic travel experiences in the future. Especially the younger generation will rely more than ever on technology to plan and enjoy their trips. Family holidays, especially beach holidays in the main travel period May to September, remain by far the most popular type of vacation among Germans. Other segments are becoming more popular such as holidays combined with activities (bicycling, hiking), cruises and wellness. Scandinavian Travel Trends Although it is tempting to look at Scandinavia as one market, each of the four Nordic countries Sweden, Denmark, Norway and Finland is a distinct market with its own native language. Consumers in the Nordic countries enjoy an above -average standard of living with five to six weeks' paid vacation each year. Much of this is taken in a core period starting in July. Their appetite for travel is huge, with in excess of US$20 billion spent on travel each year. This is one of the highest spending rates per capita in the world. Nordic leisure visitors to the U.S. broadly divide into three categories: • Families • Empty nesters and older • Young adults Family travel continues to rise, but the segment with the highest potential is the empty nesters and seniors. Increasingly healthy and with significant disposable income, they are the must - targets of the Nordic markets. Anecdotal insight suggests that couples without children who are traveling long -haul are often interested in metropolitan or luxury experiences, while families generally take charter flights and look for mainstream sunshine resorts with great facilities. Package tours are highly popular across the Nordic region with an increasing interest in non - European destinations. Nordic travelers, who live year-round in a cold climate, are very attracted to warm vacation spots. They are savvy enough to look for low -season deals and are noted for the amount of research they do into their travel particularly on price. For Scandinavians, travel is often about experiences: activities such as watersports or golf, one - of -a -kind historic sites, unique local cuisine, learn -to opportunities, spa and wellness treatments and shopping are big factors in vacation choice. Activity -based holidays continue to grow in popularity, particularly those that involve getting out and about in natural surroundings. Scandinavians are very environmentally and socially conscious; protecting local nature and traveling sustainably, with benefits for the local community, are important to them. With the generous amount of vacation time available, Scandinavian consumers can be relied on to travel several times a year, with one long vacation taking place during the summer months and often a winter break as they seek to escape the worst of the Nordic weather. Campaign Implementation Efforts will continue to differentiate the Florida Keys & Key West from other Florida destinations marketing themselves in Europe. The Keys' identity is broadly the "authentic Florida" a place where the natural environment, local lifestyle and visitor experiences are real and not manufactured purely for the purposes of mass tourism. The European markets will continue to emphasize the two existing FY14 themes and further strengthen their messages in FYI 5: "Authentic Places, Authentic People" European travelers seek an authentic travel experience, and an integral part of this is the place and the people. This theme will focus on highlighting those unique places and characters that bring the Florida Keys to life. "Not Your Average Florida" This theme will focus on showcasing how the Florida Keys are a distinctive region of Florida and special in their own way. We seek to showcase the real, natural Florida the Florida travelers would not expect to see when they think of the state. Wherever possible, a multiplatform approach will be taken, with social media supporting and amplifying the successes achieved via traditional media channels. European efforts will also seek to break new ground and capitalize on the opportunities offered by wide -reaching new media consumer interest platforms. Pan -European Activity Pan European Press Trip: 35th Annual Fantasy Fest, Oct. 17-26, 2014 Fantasy Fest is one of the biggest events in the Florida Keys and arguably the most elaborate. The festival began 35 years ago to draw visitors to Key West during the quieter months and KBC believes there is significant scope to promote this to European consumers in 2014-15. Visitors from around the world travel to Rio de Janeiro for Carnival and New Orleans' Mardi Gras every year and the agency believes that Fantasy Fest has the potential to attract big interest as Key West's answer to those world-famous events. In particular, Fantasy Fest will appeal to groups of millenials (including LGBT travelers) and couples looking for a different holiday experience. In line with the "Real People, Real Places" theme, KBC is planning a Pan -European group press trip consisting of representatives from each of the following countries: ✓ U.K. ✓ France ✓ Germany ✓ Sweden For this trip, KBC will target a variety of media: national newspapers, consumer magazines and bloggers. The aim is to get the journalists as involved as possible in the event with the group possibly even working on its own European-themed float to participate. KBC will ensure all attendees are active in social media. KBC will develop the hashtag #keysfantasyfest so they can tweet and Instagram throughout the event. On return, KBC will provide all journalists with high -resolution video of the festival they can use to support the online version of their article. The Pan -European trip will be part of an overall program of media visits coordinated by KBC. Journalists will participate in individual media visits on different themed itineraries as well as group trips, with overall targets of 15 from the U.K., 10 from Germany, five from Sweden and five from the rest of Europe, with particular bias towards France. U.K. Implementation Objectives 1. Showcase the Florida Keys as a unique and distinctly different experience for visitors within the overall context of a well -established Florida market. 2. Promote the Florida Keys as a single destination that requires dedicated time for exploration of its different districts. Goals 1. Attract a minimum of 15 journalists to the Florida Keys to produce dedicated destination coverage. 2. Execute at least one dedicated social media project to enhance awareness of the Keys and stimulate sharing of Keys imagery and messaging. U.K. efforts will continue to focus strongly on national media outlets, but there will be a change of emphasis regionally, with more activity targeted at Greater London and less at other U.K. regions. This is in line with the Florida Keys nSIGHTS reports that show London as the number - one location for consumers undertaking online research into a future visit to the Keys. Activities Press Releases Throughout 2013-14 KBC issued a series of themed press releases titled "Keys Voices." These releases promoted established events in the Florida Keys, such as the Underwater Music Festival, from the point of the view of one or more locals in the Keys. The Bogart Film Festival and Hemingway Days releases were the most successful, so KBC has come to the conclusion that we should only progress with these themed releases if the name associated with it is strong enough. In 2014-15 KBC will distribute two press releases to the U.K. market per month: one event release and one news item. Press releases produced in the U.K. will be shared with all the European markets and translated for distribution where appropriate. Media Visits "Laid -Back Luxury" Group Press Trip With the objectives of targeting wealthy London areas, affluent 35+ couples and millennials, KBC will host a U.K. group press trip themed around the Florida Keys as the ultimate destination for chilled -out, laid-back luxury. The group will consist of four media from high -end lifestyle publications distributed in or around London. KBC will specifically target publications including London Magazine, Luxure Magazine, Mayfair Magazine, Evening Standard, Harpers Bazaar, Tatler, TTG Luxury, Aspire, Lotus Magazine, Conde Nast Traveler and BMW Magazine. The group will be hosted in luxury properties in the Keys and experience high -quality holiday activities such as spa treatments, a VIP boat trip, fine dining, cocktail tasting, wine tasting and chocolate tasting. Buzzfeed To reach the millennial market of travel consumers ages 24-35, KBC plans to utilize Buzzfeed. Buzzfeed has over 130 million unique monthly users and a massive social media following, including 2.7 million Facebook likes, 963,000 Twitter followers and 227,000 Instagram users. It features roundups of the "Top 10 Best" or the "Top 10 Weirdest" on a daily basis. Fifty percent of its traffic is from mobile phones, with 75 percent being directed to the website from social media avenues. Each month Buzzfeed has 75 million video views and its YouTube channel has 4.5 million subscribers. Humor and inspiration are its keys to successful posts and animal posts are always very popular. While Buzzfeed is a predominantly commercial enterprise, it does feature non-commercial editorial content. KBC proposes approaching Buzzfeed to pitch in the following ideas: ✓ 10 funniest Keys dog selfies photograph Woofstock in March 2015 to take photos of the dogs in a "selfie" style. ✓ 20 crazy things you'll see in the Keys a Hemingway Look -Alike, Sushi, a Pet Masquerade entrant, Santa Claus underwater, a wedding officiated by Captain Jack Sparrow, the world's oldest pub, the world's smallest bar, the NautiLimo ... Special Project: Millennials Video Project TDC research has identified millennials as a growing market segment for the Florida Keys. To target this segment the agency proposes sending a production crew from a U.K.-based broadcast specialist agency to the Keys to gather material for a series of online presenter -led videos that feature local characters who will appeal to millennial travelers. Websites to be targeted fall into the following categories: ✓ Men's lifestyle websites — FHM, GQ, Men's Health ✓ Foodie websites and blogs ✓ Drinks websites and blogs ✓ Women's lifestyle sites — Reveal, Female First ✓ National newspaper sites KBC will work with Newman PR to identify Keys personalities who are right for the millennial market, but will also use the presence of the film crew to source video content for relatively new attractions and experiences. These could include: • Largo Looker the fastest way to enjoy the beautiful Key Largo coral reefs. • Keys waters by night Nightboarding from the Ibis Bay Beach Resort in Key West • The USA's most remote National Park taking Yankee Freedom III to the Dry Tortug • Mixologist/Kiteboarder Paul Menta • Key West Ghost Hunter David Sloan Ideally the filming trip will take place in early July 2015 to coincide with the third Key Lime Festival, and the resulting footage will be edited into a series of short themed videos that will be hosted via YouTube and seeded to appropriate travel and lifestyle websites in the U.K. always with a view on the millennial demographic. Measurement would be by number of placements and views of the resulting videos (and live broadcast, if appropriate). Clearly this will depend upon the number of videos produced, but the goal aim is for a minimum of 125 placements within six months of commencement of distribution. Events and Ongoing Activities The PR team will also support the international sales team's efforts at major trade shows such as World Travel Market in London and Top Resa in Paris, plus consumer events such as the Dive Show and Holiday World in Ireland. A media dinner is planned for Top Resa. We also will participate in pay -to -play activities organized by Visit USA Association, Visit Florida and Brand USA as appropriate, such as meet -the -media events and networking opportunities organized by TravMedia. Germany and Switzerland Implementation Objectives 1. Continue to position the Florida Keys as the "natural, authentic" Florida 2. Promote the Florida Keys as one destination that requires dedicated time for exploration Goals 1. Attract a minimum of 10 journalists to the Florida Keys to produce dedicated destination coverage. 2. Increase fans of the German Facebook page for the Florida Keys to at least 7,500 during 2014-15. 3. Plan and execute the "Not Your Average Florida" media box project, starting in Germany and rolling out to Sweden and the London area in the U.K. Activities Press Releases To further develop the themes "Real Florida, Real People, Real Places" and "Not Your Average Florida," LMG plans a series of press releases under the themes "Key(s) Experiences" and "Key(s) Insights." This is a play on words in German since the German word for "key" is "Schluessel" and a "Schluesselerlebnis," or "Key Experience," means to experience a moment that leads to happiness and satisfaction. The releases will feature iconic Keys activities and experiences, e.g., a snorkeling tour to the coral reef, a backcountry fishing excursion or a hang- gliding adventure with a spectacular view of the island chain. The Key Insights will feature background stories and information (who, when, why) on: • Attractions such as the African Queen or the Christ of the Abyss • People such as Marathon pilot Captain Evan Doumis, dolphin advocate Mandy Rodriguez and the late shipwreck salvor Mel Fisher • Experiences such as fishing (captains' best fishing tips, types of Keys fishing) or unique festivals and events. LMG will extend the Key(s) experience theme to prime target groups like families/kids, millennials and best-agers by compiling significant Keys experiences for each target group, e.g., "Best accommodations, events, shopping and more for best-agers." This will also increase traffic to the Florida Keys & Key West website. To highlight the Florida Keys as the leading destination for honeymoons and celebration vacations, LMG plans a quarterly release on weddings with themes such as: • Florida Keys settings for unique and beautiful wedding photos • Weddings with a difference (underwater wedding, pirate wedding, dolphin wedding) • Prime LGBT honeymoon options In addition, LMG will coordinate with GIA as possible to include tour operator wedding packages in the releases. Individual Media Visits LMG will organize media visits and secure a minimum of 10 journalists to travel to the Keys in 2014-15, split between group and individual visits. The main goal is to generate significant features on the Keys in German-speaking publications. To promote the diverse fishing opportunities available in the Keys, LMG will approach German men's, special interest and family magazines to pitch the "learn to fish" angle, inviting the editors to discover this "Key(s) experience." Group Press Trips In alignment with the plans of KBC, LMG will find two German-speaking participants for the Pan -European group press fam to Fantasy Fest in October 2014. In order to promote the LGBT market, LMG will proactively pitch the Keys to gay and lesbian media. In order to secure major features in gay publications, LMG plans to invite media from two German -language gay publications to one of the LGBT press trips as possible. "Schluesselerlebnis" Group Press Trip Obj ectives: 1. Target affluent couples aged 35+ 2. Target millennials and independent -minded German experience seekers 3. Showcase the Keys as a spot for unique life experiences LMG will implement a dedicated German group press trip as this is the prime means of generating significant pieces in leading German publications. Due to the very positive economic development of the Swiss market, LMG would invite Swiss journalists as well. Plans call for five journalists to be escorted by Anita Goldmann and showcase the "Key(s) Experiences" and provide "Key(s) Insights," highlighting the unique natural resources and individuals that are characteristic of the Keys. Core themes of the press trip would be experience, getaway, relaxation and natural attractions in order to once more showcase the authentic side of the Keys. Highlighting the natural beauty and natural scenery of the Keys, we will aim to bring the media to places where they can experience their own personal "Schluesselerlebnis" or moment of happiness and satisfaction. This could be during a catch -and -release fishing experience, sunset sail, dolphin swim or even enjoying a margarita in a waterfront cafe with an iconic Keys view. The top sightseeing highlights will be presented differently by concentrating on their background. For example, the scenic drive over the Seven Mile Bridge will be combined with a stop at Pigeon Key and a guided tour of the museum, so media understand the history of the Overseas Highway, Over -Sea Railroad and the Seven Mile Bridge. Meeting real Florida Keys people like Turtle Hospital founder Richie Moretti or Rick Berry, who has designed more than 2,500 fishing rods, will complete the trip. Media Event and Travel Trade Support In the event of a GIA sales mission showcasing the Keys, LMG will support the promotional effort as relevant through the organization of a media luncheon or dinner. The PR team will also support the international sales team's efforts at major trade shows such as ITB in Berlin. Social Media Initiatives Facebook: "Schluesselerlebnis" Promotion In alignment with the goals and targets agreed upon in the overall marketing plan for the coming fiscal year, LMG will maintain the successful German Facebook fan page. Facebook is still the most important and influential German social media platform with a steadily growing number of users (23.7 million users in January 2014). In alignment with this trend, LMG will strive to increase the number of German Florida Keys & Key West Facebook fans significantly from a current 5,837 fans in June 2014. The Facebook campaign consists of regular posts on Keys culture and events, Keys people, Keys nature, travel news and the regular creation and placement of Facebook adverts. To increase followers for the German Facebook page and reach the millennial market with Keys messaging, a program and Facebook promotion and contest are being designed around the theme of "Schluesselerlebnis" or "Key Experience." The promotion includes the printing of colorful Edgar Freecards with the theme, Florida Keys imagery and German Facebook URL to be distributed free of charge in trendy bars, cafes and restaurants throughout Berlin. Edgar Freecards are extremely popular in the market and target 16.5 million people ages 18 to 34. The target group is active, mobile and communicative, educated with a good income, experience- and entertainment -oriented, and open to new things. The postcard will invite readers to visit the Facebook page and become a fan for a chance to win a significant Keys -oriented prize (to be determined) connected to "Schluesselerlebnis." Approximately 80,000 cards will be printed and distributed in Berlin, and the promotion is expected to earn 2,500 to 3,000 new fans for the German Facebook page. Instagram Because the Florida Keys & Key West have an Instagram channel and photos are language - neutral, LMG does not recommend a separate German Instagram channel. The social media platform has only about 1 million German users, but is growing quickly. There is no possibility to place advertisement on Instagram in Germany yet. LMG will use the synergy effects between the German Facebook site and the Florida Keys & Key West Instagram account and will regularly link to the photo platform to get more followers. LMG will investigate raising awareness of the Keys Instagram platform by combining the Facebook posts that link to Instagram with Facebook ads to further increase the traffic. Twitter LMG will continue its regular distribution of Keys -related tweets via LMG Twitter for the seeding of story ideas and to enhance the image of the destination. Special PR Project: "Not Your Average Florida" Media Box Objectives: 1. To build and enhance relationships with quality media outlets that actively target the age 35-to-64 market as well as millennials, generating curiosity about the Keys and interest in media visits. 2. To emphasize the "Real People, Real Places" theme and increase media awareness of the unique flavor and lifestyle of the Keys. LMG will distribute branded gift boxes to approximately 50 select travel writers, travel editors and TV producers in Germany. The gifts will display aspects of the Florida Keys holiday experience that are not typical to Florida as a whole and will emphasize the uniqueness of the Keys. Where possible, items in the boxes will be donated by Keys interests to increase awareness of their brands. Each box will include items such as: ✓ Key lime cookies or other Key lime —based product ✓ A copy of Sue Cooper's "Millionaire in Flip Flops" or a similar book ✓ A miniature Conch Republic flag ✓ Chocolates from Key Largo Chocolates ✓ A bottle of sauce from Amigos ✓ Keys sunblock or sunscreen ✓ A "treasure souvenir" from the Mel Fisher Maritime Museum ✓ A USB memory stick with Keys press releases, story ideas and photography To further enhance the "Real People" theme, each item can have a handwritten tag on it from the person who produced it. In addition, background material will be included with photos of all the producers, detailing which product they relate to. This idea will also be applied in the U.K. and Sweden. Scandinavia Implementation Objectives 1. Establish the Florida Keys as a destination with a genuine presence in the Swedish travel media landscape 2. Highlight the Scandinavian "touchstones" of the Keys: warm weather, authenticity, natural attractions and responsible attitude to the environment Goals 1. Attract a minimum of five journalists to the Florida Keys to produce dedicated destination coverage 2. Compile a targeted Florida Keys database of Swedish travel and lifestyle journalists 3. Execute a minimum of 15 dedicated meetings with key target j ournalists to introduce the Florida Keys and pitch news angles Activities Introduction The newly appointed Swedish agency will undertake its introductory media outreach during August and September 2014. In the early part of the 2014-15 fiscal year, the agency will build on this start with extensive face-to-face contact with key Swedish travel writers and editors, ensuring that strong relationships are in place and that the media know the Florida Keys and Key West are a serious presence in the Swedish travel market. Press Releases All press releases produced in the U.K. will be assessed for suitability in Sweden and, where appropriate, will be translated into the local language and distributed to a database of travel and lifestyle journalists. Certain stories may also lend themselves to tour operator distribution. The appointed Swedish agency will also advise on additional story ideas and approaches that may work in this market. Media Visits During the year, the agency will organize visits for a minimum of five media from Sweden. The preferred approach is for this to happen as a group trip, providing the Florida Keys account handler at the agency to increase vital destination knowledge by hosting the trip. However, suitable opportunities also will be explored to host individual visits, with the emphasis on top- quality upmarket media outlets. In addition, the agency will be tasked with securing Swedish or Nordic participants for the Keys' LGBT trips and for the proposed Pan -European press trip for Fantasy Fest. Online Activity Online activity continues to be hugely important in Sweden and the Nordic region as a whole, and social media is very influential. At this stage it is not recommended that dedicated Swedish social media platforms be set up as they require a great deal of time to manage effectively; however, this will be something for future discussion as the Florida Keys become more established in the market. Swedes generally speak very good English and this makes the existing Keys Facebook platform perfectly acceptable to them. The Swedish agency will be prepared to steer traffic through to the Facebook page, particularly with content that has a particular relevance or interest to Swedes. Warm -weather lifestyle experiences and environment -friendly tourism opportunities are two significant touchstones. Press Events The appointed Swedish agency will maintain close liaison with See America, Sweden's equivalent of the Visit USA Association with whom KBC already has contacts. See America hosts its own media events and workshops in Stockholm and Gothenburg. These will be attended by the agency, as this is vital in establishing both the Florida Keys and the agency as the destination representative among Swedish journalists and the U.S. outbound tourism industry. The agency will also take advantage of "meet the media" events organized by the U.S. embassy in Sweden, general tourism industry gatherings and tour operator outreach to interact with the media and establish the Keys' presence in the Swedish market. Travel Trade Shows While the agency will have a brief to work in the Swedish market, it will also be encouraged to offer a level of support in both Norway and Denmark. In practice this will center around support for the Florida Keys & Key West sales efforts in the market, providing press kits and attendance at travel trade shows at which the destination is an exhibitor. While it has not yet been decided at which shows the Florida Keys and Key West international sales team will exhibit, they are likely to include Reiseliv in Norway. The agency will promote the destination at TUR in Sweden. Other opportunities being considered include the Copenhagen Luxury Travel Show in Denmark. The agency will support sales at the chosen event and potentially be present at the other shows in order to network with attending media, even if the Keys do not exhibit. 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. South America According to research data, travel to the Keys from Brazil and Argentina has increased significantly in recent years. The two countries are now among the top five international markets for the Keys. Therefore, NewmanPR plans to work with Visit Florida to create a partnership to target media in those countries with Keys messaging, to stage a collaborative group press trip from the region. IPW/Pow Wow In 2015, the International Pow Wow, also called IPW, is scheduled to take place in Orlando. IPW is the travel industry's premier international marketplace and is the largest generator of Visit USA travel. The show attracts some 350 international travel press representatives from 70 countries. The agency will represent the Keys at IPW, 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. Public Relations Expense Budget for Fiscal Year 2014-15 UK/European sub -agency fee (contracts)........................................................................$200,000 UK/European PR expenses.............................................................................................. $125,000 Upper/Mid Keys and Lower Keys/Key West Stringer Fees..............................................$75,000 StringerExpenses.................................................................................................................$5,000 Broadcast television show production support .................................................................. $60,000 Music Voyager Television Series......................................................................................$30,000 ArtLoft Television............................................................................................................$30,000 Howto Do Florida.............................................................................................................$20,000 Sports Illustrated Production Support ................................................................................$30,000 Boston Promotional Project...............................................................................................$20,000 Specialevents support ........................................................................................................$50,000 Canadian PR Agency Fees.................................................................................................$50,000 Canadian PR Program Expenses........................................................................................$50,000 Website Editor...................................................................................................................$40,000 Incoming domestic/Canadian media travel expenses........................................................$35,000 Video of the Week Production...........................................................................................$25,000 Social Media/Online/Texting Promotions.........................................................................$20,000 AmEurop Visitor Assistance Program...............................................................................$22,000 Distribution (online press room, newswires).....................................................................$15,000 Journalists/blogger conferences/out-of-county missions...................................................$20,000 New Generic Video/Still Photo Acquisition......................................................................$30,000 SpotNews Coverage..........................................................................................................$35,000 Keys Traveler Magazines (Production and Printing).........................................................$20,000 Gay market PR stringer...................................................................................................... $16, 000 News media monitoring services (evaluation process)......................................................$15,000 Resources.............................................................................................................................$7,000 Total Proposed PR Expense Budget for FY 2014-15...............................................$1,050,000 9 J J J J J J J J J O J J J o= ¢ Q Q 4 Q Q a Q Q Q Q Q rn Y3 O � _ cn N F a G] 0 LL LL w m p p N a. a Da a a m 7 N z Z wm > w � o o ILs d w w � N Y `° LL LZ W N U Q N � m W 2 2 LL p a a c a� W Q o U �m o O co c a m rn r . m m a °a a` LL LL w Q C N p p CL N J Q ❑ w 2 LU (� LL � `O o a � V] N C C G N 2 � �' ❑ s 9 �1 m �' m a �ppc77 rIl ro m 3c m J m Q 07 v m 7 cp m m m a t m `m N [n LL O m- lY o m a m r m m Z W 0 L3 m C) @1 W p w a N a E LY F V] E W❑ L C G Q N p LL N LL [G Y p U Q G m U w it WC_ Q a C a p w a z LL y N 7 p N N p LL m ❑ C t U U °r o o �Nh272� N �` L— i�¢ZLY��mUUa 3 7 w E C C y C N iw W O Ni7 C E C N [i5 m ar7 ° r I�fi 1 U �L�2x D[Om �\ a ) } << § << - >$ - \ ( - - = §°LLJ LL LL CL. . . . ... , rIL 3 \) <=o . j}DEL \»] ) k k E{ ,. 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Provide story ideas, information about the Islands, historical information, events and news items from the past, information about the waters, reef and fisheries. 4. Build an educated community and community awareness of the rewards and issues in the recruitment of the film industry. Goals 1. Develop an economic impact study with our Research Department as to how the entertainment and commercial projects filming in the Keys translates into film tourism. 2. Host two marketing events with Film Florida during the year to promote both television and feature filming. 3. Develop a practical film workshop in the Keys with experienced industry professionals 4. Establish efforts to retain the "Untitled" Netflix series in the Florida Keys for the filming of season two. 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 2014 - 2015. Our film office in conjunction with Film Florida will organize marketing missions to Los Angeles and New York domestically. We are looking at new possibilities for marketing in Europe 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,f lmkeys.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, is the industry standard for searching locations. We are continually updating the data base of the program. Develop An Economic Impact Study The film office, with the assistance of the TDC Research Department, will develop an economic study to determine the impact the entertainment projects filming in the Keys has on tourism. Film Tourism is a recognized industry where travelers choose locales to visit based on movies, television shows and commercials they have seen. Host Marketing Events The Film Office will co -host two marketing events, one in Los Angeles and the other either during TriBeCa Film Festival or The Toronto Film Festival. We have found our marketing events to be a big plus whether directly related to or independent of trade shows and film festivals. They are very expensive to do well, so we partner with Film Florida to do an event that will bring the producers, directors and cast members of films or television to us. We want to grow the still photography and TV commercials area, in the event that the State legislators once again do not fund the film tax credit incentive program. We will need to look at growing our bread and butter portion of the industry in an effort to make up some of the possible lost revenue that an incentive program may brought us. Develop A Practical Film Workshop 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 intends to utilize one or two crew members from the Netflix series to teach the workshop this year. Establish Efforts To Ensure Netflix "Untitled" Season Two Will Film In The Keys Through organized work with Film Florida in providing legislators logical reasons to fund the film tax credits for 2015, the film office will begin this work in the hopes of funding not only the 2015 season but possible several years of filming. Working with FDOT and Monroe County, we have streamlined much of the permitting process and will continue to be proactive in achieving the best cooperation from all. 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 2014 - 2015. 1. Produced By - This trade show provides an opportunity to approach heads of production, producers and directors in addition to some very interesting seminars. 2. Film Florida Quarterly Meetings —These meetings are an opportunity where the various councils meet along with the Executive Board meeting. Legislative, marketing, trade shows, and advertising missions are discussed, and voted on as to the best way to proceed growing our industry in the State and to provide the best methods to maintain our industry. 3. New York Mission - We plan to attend Cineposium in New York scheduled for October of 2014. Cineposium is a produced by AFCI (Association of Film Commissioners InternationalFilm Florida) and consists of seminars and meetings on the most currect practices for film commissions. We also plan to partner with Film Florida 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. 4. Film Festivals and Sales Missions - 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. 5. SXSW (south by southwest) — This is a film, music and interactive media trade show held each year in March. This is a great opportunity to meet the directors and producers of many films that premier at this highly competitive festival which encompasses interactive, film and music. We also help promote any Florida films, documentaries or music at the festival. 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. 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. Budget FY 2015 Film Industry Trade Shows And Events Film Florida quarterly meetings New York Missions Produced By Film Florida Conference International Shows and Marketing Missions Registration and Show/Event Expenses $30,000 Travel Expenses Air Fare, Lodging, Meals, In -county mileage $20,000 Dues and Fees Association of Film Commissioners International Film Florida $4,377 Communications postage, office phone, FAX, fed ex/ ups, cell phone, 800 incoming calls, data plans $1,250 Support materials photos, office supplies, promotional materials $20,000 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, website maintenance, database and mail support, You Tube site $32,000 Support equipment computer programs, camera, etc. $7,000 E & P for Production Executives $3,000 Student intern/location photographer $14,000 Industry professionals travel expenses Advertising $20,000 Resources $3,000 Total $154.627.00 A 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 research, we gain insight into their behavior and motivators. Through careful analysis of potential and actual visitor data, we can 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 actual visitors to the Florida Keys & Key West, as well as potential visitors. 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. GOALS: The 2014-2015 goals of the Market Research program are: 1. Develop a study evaluating the potential of converting fresh -water anglers to Keys visitors. 2. Conduct a study of Millennials' interest and attitudes towards a Keys vacation. 3. Develop an index tracking conversions. 4. Conduct an impact study of the Netflix series filmed in the Florida Keys. 5. Engage in emerging market research trends, including harnessing big data and mobile market research. 6. Conduct a website evaluation, analysis and conversion study. 7. Evaluate air service demand. 8. Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations, internet 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 methodology available to answer the question is 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, the findings 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 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, mobile devices 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 inquiries 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 demographics, party composition, expenditures, 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. Smith Travel Research data will continue to be utilized to gauge lodging industry performance. This includes: a monthly occupancy, average daily rate and RevPAR 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, average daily rates and RevPAR for Monroe County, Key West and the Middle and Upper Keys combined. 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 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. To round -out our lodging performance data toolbox, we'll continue to conduct similar research for vacation rentals. Again, monthly reports will overview occupancy, average daily rate and RevPar for Monroe County. Where participation is sufficient, district reports will be provided. 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. This year we will add domestic VisaVue data reports to gleam further information on our domestic markets. Fulfillment of*2014-2015 Research Goals: 1. Our marketing efforts this year across all districts will seek to engage more anglers to fish the Florida Keys. One group we will seek to target is fresh -water anglers, as there is a substantially higher population of fresh -water anglers than salt -water anglers. Our marketing will seek to entice them to learn to fish for salt -water species in the Florida Keys; particularly through use of a Keys fishing guide. Our research study will target fresh -water anglers and test their interest and attitude toward such recreation. We will also test potential messaging and imaging to highlight best practices for engaging and converting fresh -water anglers into Keys visitors. 2. According to a recent PhoCusWright report, the highest incidence of travel in the U.S. today is in the Millennial demographic. Nearly three out of four 25-34 year olds are actively traveling. A recent report by MMGY Global also found Millennials are expected to spend incrementally more on travel services than any other age group during the next 12 months. Given their level of active travel, and that the upper end of the Millennial age range is now encroaching on our target age range, we will look closer at the nuances of this group. We will conduct a study of Millennials to gauge their interest and awareness of the Florida Keys. We will look at their value perception of the Keys relative to price. We will also test messaging and best practices for marketing to this demographic. 3. Tracking the ratio of volume of searches for Florida Keys vacations versus bookings of actual vacations over time could provide us with valuable insight into demand fluctuations. Developing an index of search to book ratio gives a tool to track against other changes in our tourism environment, looking for correlations between the two (e.g. occupancy changes, rate changes, tropical cyclones, economic events). For example, if we find occupancy decreases, knowing what is occurring in searches versus bookings will help us understand if demand overall is trending down or not and better narrow in on possible contributing factors. 4. When MTV filmed a season of "The Real World" in Key West, we conducted an impact study one year later to measure conversion of viewers to visitors and increased awareness. Netflix is currently filming a yet -untitled series in the Florida Keys. Following its airing, we will conduct a national study to determine if the series raised awareness of the Florida Keys and induced visitation and what demographics were most influenced. 5. The marketing research field is changing. New methodologies are emerging, and with them, new best practices. The data derived from internet usage had led to "big data"; data collection so vast and complex it offers insight to consumer behavior as never before. Traditional market research, like surveys, cannot produce data in such volume. Big data can tell us, in a level never before possible, an incredible amount of what people do. Traditional market research gives us the insight into why. Market research is making strides in merging the two in order to unlock new insights into consumer behavior. Also changing in market research is a move toward mobile market research. That is research conducted via mobile devices. Consumers have moved away from landlines and new mobile technology of tablets, iPads and smart phones have become so wide -spread they are projected to eclipse PC usage. Market Research is adapting to perform on a mobile platform. This year we will work toward embracing and engaging in mobile market research and big data analysis. 6. Our official website, www.fla-keys.com, is seen by millions of potential and actual visitors each year. For this research project we'll evaluate the usability of our site and measure its conversion. We will examine if the information provided is useful to site visitors, how easy the site is to use and understand, is it viewed as credible and does it inspire. In measuring conversion, we will track how many site visitors become actual Keys visitors. 7. Historically, most of our visitors arrive in the Florida Keys via automobile. A large portion of these auto arrivals, however, fly into a mainland airport and then drive into the Florida Keys. Converting these visitors into Florida Keys air arrivals may alleviate some US 1 traffic congestion. Understanding motivations of visitors to utilize the Florida Keys airports could also provide valuable data for airlines seeking to expand or enter the Keys market. We will look at transportation methods gathered from past visitors studies to see if any demographic patterns emerge. We'll evaluate current flight options to Florida Keys airports. Next, we'll engage Keys visitors to gain insight into whether fly/drive or drive visitors might convert to fly. Or, if fly/drive or drive is the preferred method, what are the motivating factors and how might that experience be improved. 8. An ongoing goal of the research department is to increase the scope and methods of data collection. As opportunities arise, we will continue to partner with VISIT FLORIDA and PhoCusWright to co-sponsor larger research projects in order to increase our data collection. 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. MARKET RESEARCH BUDGET VISITOR PROFILE SURVEY $94,200 OCCUPANCY & AVERAGE DAILY RATE REPORTS $28,000 Hotels, Small Lodging, Vacation Rentals VISAVUE CREDIT CARD REPORTS $20,000 PROJECT RESOURCES $391,500 Fresh -water Angler Study Millennials Study Conversion Index Netflix Series Impact Study Emerging Market Research Methodologies Website evaluation, analysis and conversion Air Travel Demand Study VISIT FLORIDA & PhoCusWright Research Co-Ops Other Project Resources SECONDARY RESEARCH $15,000 Purchase of Secondary Research from Outside Sources PhoCusWright Tourism Research Subscription Travel Indicators Tourism Research Subscription OPERATIONS $15,000 Online & Mobile Survey Software SPSS, Tableau and Additional Software Upgrades & Licensing Survey Incentives MISCALLENOUS $10,000 Memberships Telephone, Fax, Postage Computer Equipment Conference, Workshop, Seminar Attendance TOTAL $583,500 2°In 3% 2% 5% - --- 5% �7°In []Visitor Profile Survey ■Occupancy & Average Daily Rate Reports ❑VisaVue Credit Card Reports ❑ Project Resources ■Secondary Research ❑ Operations ■Miscellaneous 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. 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 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 • Accommodations Internet bookings and search reports • Print ad testing • Trade partners and industry survey (meaning surveying travel agents & lodging sales staff) • Conversion studies • Online surveys or mobile 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.