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BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date: SEPTEMBER 21, 2011 Division: TDC _____________ Bulk Item: Yes XNo Department: _ _________ Staff Contact Person/Phone #: Maxine Pacini 296-1552 AGENDA ITEM WORDING: Approval of the 2011/2012 Monroe County Tourist Development Council Marketing Plan. ITEM BACKGROUND: TDC approved the Marketing Plan at their meeting of August 9, 2011 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: __________________________________________________________________________________ STAFF RECOMMENDATIONS: Approval TOTAL COST: No Cost BUDGETED: Yes X No COST TO COUNTY: NoneSOURCE OF FUNDS: TDC REVENUE PRODUCING:AMOUNT PER MONTHYear ____ Yes XNo APPROVED BY: County Atty N/A OMB/Purchasing N/ARisk Management __N/A__ DOCUMENTATION: Included X Not Required_____ DISPOSITION:AGENDA ITEM # Revised 11/06 ïûêñ÷èóîõ ìðûî I.Table of Contents Section One: The Mission of the TDC I. Vision Statement ................................................................................................... A-2 II. Purpose of Plan ..................................................................................................... A-3 Section Two: Situation Analysis I. Product Analysis .....................................................................................................B-1 II. Position Analysis ....................................................................................................C-1 III. Prospect Analysis .................................................................................................. D-1 IV. Promotional Analysis ............................................................................................ E-1 A.Section Three: Program Planning I. Program Development i. Goals ............................................................................................................ F-1 ii. Priorities ..................................................................................................... G-1 iii. Resources ................................................................................................... H-1 II. Marketing Strategies and Implementation i. Advertising ................................................................................................... I-1 ii. Sales ............................................................................................................. J-1 iii. Public Relations ......................................................................................... K-1 iv. Film Commission ........................................................................................ L-1 v. Research ..................................................................................................... M-1 Section Four: Evaluation ......................................................................................... N-1 The Mission of the Section One: Tourist Development Council I. Vision Statement The mission of the Monroe County Tourist Development Council is to set an overall direction for the Monroe County tourism marketing effort in a manner that will assure long-term sustained growth in tourism revenues while also guaranteeing the sustainability and improvement of our product, including both our man-made and natural resources, and improvements to the quality of life of our residents. û II.Purpose of the Plan 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. û Section Two: Situation Analysis Descriptive profile of the Florida Keys I. Product Analysis The Florida Keys is the premier get-away destination located at the southernmost tip of Florida and the continental United States. 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. (87%) The Florida Keys are accessible by air. (10%) 1.Key West International Airport is served by American Eagle, Gulfstream (Continental, NWA and United connections), Delta, US Airways, and Cape Air and AirTran/Southwest Airlines. There are out of state direct flights from and to Atlanta and Charlotte. There are in-state direct flights to Miami, Tampa and Orlando. Special charter service is available at Key West International Airport. 2.Florida Keys/Marathon Airport also services the Florida Keys. This full service facility can handle private, commercial and chartered flights. 3.Miami International Airport is the second largest international airport in the United States. The Fort Lauderdale/Hollywood International Airport serves millions of travelers from all over the world. Domestic and international travelers to the Keys can fly into these airports and travel by car, shuttle or bus into the Florida Keys. Total commercial flight capacity at Key West International Airport is approximately 150 daily. Key West Airport annual passenger capacity is 1,000,000 arrivals/departures. Florida Keys Marathon Airport has passenger capacity of 250,000. There are ferry services from the west coast (Fort Myers/Naples) of Florida to downtown Key West. There are a number of marinas in the Keys that allow visitors to arrive on their own boats. The City of Key West receives approximately 850,000 cruise ship visitors a year. ú Product Analysis - continued... Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West); shuttle services; major car rental agencies; and limousine services. Local transportation by taxi and shuttles; and Key West offers public buses, unique trolleys and a sightseeing train. The Florida Keys hosts a variety of accommodations. Accommodations in the Florida Keys for vacationers or business travelers include full service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, camping sites and house boats. The TDC lists over 15,000 rental units throughout the Keys. The Florida Keys camping and recreational facilities are available throughout the Keys. There are approximately twenty seven hundred licensed camping sites in Monroe County. Florida Park Service : Bahia Honda State Park Curry Hammock State Park Fort Zachary Taylor State Historic Site Indian Key State Historic Site John Pennekamp Coral Reef State Park Key Largo Hammock State Botanical Site Lignumvitae Key State Botanical Site Long Key State Recreation Area Shell Key State Preserve (no public access) Windley Key State Geological Site National Parks: Everglades National Park Fort Jefferson National Monument (Dry Tortugas) National Wildlife Refuges: Crocodile Lake National Wildlife Refuge (no public access) Great White Heron National Wildlife Refuge Key West National Wildlife Refuge National Key Deer Refuge Aquatic Preserves: Biscayne Bay-Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve Lignumvitae Key Aquatic Preserve San Pedro Underwater Archaeological Preserve National Marine Sanctuary: Florida Keys National Marine Sanctuary ú Product Analysis – continued The Keys boasts a variety of restaurants providing the visitor with many dining pleasures including seafood specialties; ethnic cuisine; local delights; continental and fine dining. Night life in the Keys offers diverse entertainment. Local and internationally recognized talent adds to the unique experience of the Keys. The Florida Keys offers the best fishing opportunities anywhere in the world with over 500 I.G.F.A. world records. Private charter trips are available throughout the Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back country, flats fishing to deep sea/offshore fishing on a daily basis and by reservations. Visitors can also enjoy wading, pier and bridge fishing. The Florida Keys hosts the only living coral reef in North America. Exploring the living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in 1744, the John Pennekamp State Park and the National Marine Sanctuary together with the many artificial reefs along the Keys provides the ideal snorkeling or diving experience. From the Spiegel Grove in Key Largo to the Vandenberg in Key West, the Wreck Trek provides divers with great underwater experiences. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts & craft festivals and is home of many noted authors, musicians and painters. The visual, literary and performing arts produces a stimulating experience in the Keys. The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, year-round temperate climate, parks, and water activities including boating, fishing, snorkeling, diving and golf courses. History plays an important role in the Keys experience. Historical homes, lighthouses, museums and monuments weave an intriguing historical adventure of pirates, wreckers, writers, poets and artists throughout the Florida Keys. Sightseeing ranks the highest of visitor activities. ú II. Position Analysis In analyzing the Florida Keys’ product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys’ position in the global marketplace. 1. Strengths and assets temperate year-round climate - warm winters friendly, ‘laid-back’ image great natural resources to promote ecotourism historical and cultural heritage visual, literary and performing arts destination many sightseeing attractions safe environment best fishing resources in the world number one dive destination unique RV camping locations excellent dining available only living coral reef in North America unique accommodations southernmost point of the continental US a major wedding & honeymoon destination close relationship of two large metro airports of Miami & Fort Lauderdale two airports in the Keys – Marathon and Key West 2. Weaknesses and liabilities lack of direct flights from principal out-of-state markets negative perception of seasonal storms lack of traditional sandy beaches traffic congestion/one road in, one road out lack of large convention and meeting facilities perception of over crowding in Key West from cruise ships changes to availability of transient accommodations reoccurring water quality issues lack of stable service personnel resources employment turnover rate lack of affordable housing for our workforce ù Position Analysis - continued 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. This year we believe the visitor wants a more memorable and meaningful travel experience to enrich their lives. There is a growing market for people who are looking for more than just seeing a certain destination. Our cultural resources sets the background for a marketing campaign to highlight the unique character and attractions of the Florida Keys. Cultural and historical tourism is travel directed towards experiencing the arts, heritage, history, foods, ethnicity, architecture and other things including the natural environment that contributes to the special character of a place. This year we will focus on the visual, literary and performing arts throughout the Keys. Ecotourism and our natural resources will also 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. Nature-based tourism is ideal for the Keys in that we have wonderful environmental resources. We must promote to responsible visitors who will understand to enjoy and protect our surroundings. The environmental traveler looks for protected surroundings to enjoy and preserve. Geo-tourism is about attracting visitors who understand about preserving a destination’s environment, by helping to sustain or even enhance the geographical character of the place visited, including the well-being or quality of life of its residents. Now, more than ever, travelers are wanting to not only visit or sightsee, but to learn more about the history and culture of the area and it’s people. Travelers are learning to be ready to act to preserve and protect the natural aspects of the destination. We will need to better understand the psychographics of these potential visitors, to see what interests and motivates these individuals to select destinations associated with environmental sustainability. We need to position ourselves for the experiential traveler, who wants to learn and interact with people about the destination’s history, culture, language, traditions, art and natural environment. Volunteerism is also growing, in which visitors share a desire to do something good while experiencing new places, challenges and contributing to the destination. We will develop more diversity in multicultural marketing communications. Culturally relevant communications build relationships, and relationships build brand awareness. Research over the past few decades has consistently shown the multicultural consumers respond best to messages and images that reflect an insight into their culture and the unique ways they perceive the product or service. We must focus on developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall marketing effort. ù Position Analysis - continued The Florida Keys benefits significantly from international travelers at different times of the year. International visitors have a tendency to stay longer while visiting. Based upon the country’s preference of vacation periods, we are able to strategically market the international traveler. Our focus will continue on the United Kingdom, Germany and Canada, with the secondary markets of Italy, France, Scandinavian countries and other German speaking countries. 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. Lodging properties develop wedding and honeymoon packages. Our market competition are the destinations that compete with us in many of the tourism markets throughout the world. The markets include domestic winter-time retreats, island get-a-ways, fishing and diving locations, gay/lesbian travel, ecotourism, soft adventure, cultural tourism, in-state vacation travel and other specialty markets. We must compare our competition’s coverage, budget and demographics to our own and how it relates to industry results. Website and Social Media Positioning On the newly redesigned TDC website, fla-keys.com,FloridaKeys.com will incorporate social and sharing tools to connect with visitors via the channels they use the most. This year we will look to increase visitor’s engagement through sharing and bookmarking capabilities including Facebook, Twitter, YouTube, Digg, TripAdvisor and more. Utilizing the top social media outlets will increase the awareness and branding of the destination. These social media avenues will serve as extensions of the website to connect with visitors across all electronic channels. Our website will continue to be our most important venue for marketing our destination; and getting the potential visitor to the site is the most important call to action. It will focus on the awareness and image of our destination, while providing the user with service to the needed information to make their decisions to travel. In addition to our existing mobile friendly site, Floridakeys.com will launch a new mobile website that is more graphically rich for those users on smart phone devices such as the iPhone, iPad and android devices. An important element of the website, internet, and digital marketing, is that we are able to see the effectiveness of this media by tracking our promotional efforts. Google Analytics reporting will be made available for each of the five districts to better track their respective traveler patterns. We will also be able to provide advanced user demographic reporting to better understand the destination’s social audience on social media. The more we understand our audience, the better we may reach and engage them. ù III. Prospect Analysis The Monroe County Tourist Development Council is charged with the responsibility of identifying target markets which, primarily based on research, have generated the highest return for investment for the destination. Strategic programs implemented by the TDC to target these markets are outlined in this document from Section Three: Marketing Strategies and Implementation. 1.Domestic Markets Primary Florida (Miami/Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee, Collier, Orange, Duval, Sarasota) New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey, Georgia, Massachusetts, Texas, North Carolina, California Secondary Virginia, Indiana, Alabama, South Carolina, Connecticut, Wisconsin, Missouri, Tennessee, Maryland, Minnesota, Colorado 2.International Markets Primary Canada, Germany, United Kingdom Secondary Scandinavian countries (Sweden, Norway, Denmark, Finland), France, Italy, Benelux (Belgium, Netherlands, Luxemburg), Switzerland, Brazil, Austria, Japan and Ireland 3.Market Segments A.Historic/Cultural B.Soft-Adventure C.Ecotourism/Green Travel D.Geotourism/Experiential/Volunteerism E. Fishing F. Diving G. Gay/Lesbian H.Mature ø Prospect Analysis - continued I.Weddings/Honeymoon J.Boating K.Multi-Ethnic Markets L.Family Travel M.Travelers with Disabilities N.Girlfriend getaways/Mancations O.Travel Trade Industry 1. Travel Agents 2. Tour Operators 3. Wholesalers 4. Motor Coach Operators 5. Meeting Planners ø IV.Promotional Analysis 1.Promotional Events The promotion of special events is a very important part of our overall marketing program. Events not only draw visitors to our destination, but also gives visitors who may not have been aware of a certain event, the opportunity to experience different activities while on vacation and tell others about the experience.This develops return visits and adds new awareness of things to do for potential visitors. We have marketing funds available for sponsored events in each of our districts. Each District Advisory Committee (DAC) establishes a Request for Proposal and allocates funding for that district destination events. Most event funding is for advertising only, however, in some cases that involves national television, national sponsors and national or international marketing exposure when funding as a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Umbrella. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Umbrella Committees are reviewed by the advertising agency and require approval by the TDC. These events are evaluated by their ability to draw visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. For a list of TDC sponsored events and destination events including other Cultural and Fishing tournaments, go to our web site and click on Calendar of Events. 2. Capital Projects and Improvements The Tourist Development Council has revenues other than for advertising for discretionary use to enhance and support the specific tourism development efforts of a district. One of the uses is capital projects. The attraction of tourists to the area must be one of the capital project’s main purpose. The capital project must be a publicly owned and operated facility or owned and operated by a not-for-profit organization and open to the public. Capital improvements can include beach improvements, beach maintenance, re- nourishment, enhancements and clean up where there is public access to the beach or beach park area. Capital projects are very significant to the marketing of the awareness and image of a destination. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, recreational areas, nature centers, beaches, monuments and other historic and cultural attractions for our visitors. ÷ Promotional Analysis - continued Another important aspect to funding public facilities and areas is that these projects and improvements are not only beneficial to our visitors, but also to the residents of Monroe County. The capital projects program helps preserve nature and historic sites in the Keys. It also enhances the local culture and supports the geo-tourism efforts of our marketing program. The District Advisory Committees, with input from Monroe County, local municipalities, chambers of commerce and general public, formulate a vision of what each community would like to see developed or maintained by the county. ÷ Section Three: Program Planning I. Program Development Program Marketing Goals i. a. Develop year-round tourism for the Florida Keys. b. Develop overall program which balances the county’s economic viability while preserving the environment and quality of life for residents. c. Increase year-round brand awareness. d. Increase awareness of Lodging Accommodations throughout the Florida Keys e. Develop cultural/historical campaigns. f. Increase Eco-tourism. g. Increase efforts to Weddings/Honeymoons markets. h. Increase visitor expenditures. i. Increase longer stays within the Keys. j. Increase marketshare of international visitors. k. Increase group and incentive meeting business travel. l. Increase comprehensive public relations program. m.Increase awareness of the Keys to the film industry for promotional opportunities. n.Increase charter boat fishing promotions o.Increase diving and snorkeling business. p.Increase Gay/Lesbian travel market. q.Increase family travel. r.Develop more guidelines for measuring the effectiveness of the advertising, public relations and sales programs. s.Increase comprehensive marketing program for travelers with disabilities. t.Increase awareness of Florida Keys Attractions. u. Increase Internet marketing program through new rich technology and Social Network Marketing. ö Top Marketing Priorities II. a. Develop top-of-mind awareness of the Florida Keys as the premier get-away destination to the US and international markets. b. Promote brand awareness. c. Promote markets that will have the most significant positive economic impact on the lodging industry. d. Promote historical, heritage, environmental, artistic & cultural geo-tourism program. e. Promote ecotourism/green travel. f. Development of capital projects and improvements. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote Gay/Lesbian Market. j. Identify and market to the visitor with the highest average daily expenditure for longer stays. k. Develop international markets. l. Promote attractions. m. Promote awareness of direct flight service into the Florida Keys. n. Promote special events. o. Diversity in multicultural marketing communication. p. Promote Family Travel. q.Promote Weddings/Honeymoons’ market. r.Promote to travelers with disabilities. s.Develop research programs. õ IIIResources (to execute program planning) . Board: a.Monroe County Tourist Development Council DAC’s: b.Monroe County District Advisory Committees Staff: c. Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets Director of Sales - responsible for coordination of sales as directed by TDC Director of Research - responsible for the coordination of research as it relates to requirements of TDC Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties Office Assistant – responsible for reception, telephone, administrative support and general office duties Sales Assistant - provides clerical and secretary support to the Sales Department Sales Managers - responsible for special market segments and their performance Film Liaison - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support to production shooting in the Keys Training: d. The quality of our employees and their development through training and education are major factors in the TDC’s marketing process. Employee development is a continuous process of reviewing basics and learning new materials and techniques. Training can help reduce employee turnover by increasing productivity, motivation and job satisfaction. The kinds of training include departmental orientation, market knowledge and market techniques. The Governor’s Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. ô Resources continued – The Florida Association of Convention and Visitors Bureaus/TDC’s has an educational initiatives program with its membership. Visit Florida is developing joint tourism marketing workshops to help service the industry. The Hospitality Sales and Marketing Association International has workshops and a Florida Keys charter who meet regularly and presents speakers, networking and educational opportunities for staff. eAgencies of Record . 1. Tinsley Advertising - Advertising 2. NewmanPR – Public Relations 3. FloridaKeys.com – Website Provider fSupport Agencies . 1. Cellet Travel Services - United Kingdom and Germany (sales) 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries ô Budget (as legislation directs) g. FY 2012 TDC FOUR PENNY BUDGET $32,231,163 .52% 3.91% .95%.22% 1.98% .61% .00% 15.32% 3.04% 9.84% 41.27% .52% 5.2% .82% 2.43% 4.37% Advertising - $13,301,209 - 41.27%Public Relations/Ameurop - $1,407,016 - 4.37% Sales/Marketing - $783,050 - 2.43%Research - $263,000 - .82% Administration/Overhead - $1,676,800 - 5.2%Finance/Attorney - $166,615 - .52% Umbrellas/Events - $3,170,084 - 9.84%VIS/Fulfillment - $981,373 - 3.04% Capital - $4,;939,122 - 15.32%Resources - $1,261,347 - 3.91% County Cost Allocation - $305,050 - .95%Film Commission - $167,298 - .52% Emergency - $2,900,000 - 9%Monroe County Council of the Arts - $72,500 - .22% Website Related Expenses - $197,596 - .61%Seatrade - $ Promotional Resources - $639,093 - 1.98% ô FY 2012 TDC TWO PENNY BUDGET "EVENTS' (35%) Portion $5,442,836* .88% 1.09% 3.07% 11.36% 4.69% .54% .64% 25.64% 36.82% 16.4% Public Relations/Ameurop - $1,333,526 - 24.5%Emergency - $892,833 - 16.4% Cultural/Fishing/Diving/Events - $2,004,100 - 35.82%Attorney Salary/Benefits - $29,319 - .54% Resources - $255,466 - 4.69%Fulfillment - $59,156 - 1.09% Film Commission - $167,298 - 3.07%County Cost Allocation - $47,645 - .88% Special Projects (Capital) - $618,392 - 11.36%Commissions & Fees (Finance) - 35,100 - .64% ô FY 2012 TWO PENNY BUDGET 'Administrative' (7%) Portion $1,155,688* 22.91% 7.67% 1.4% .53% 1.27% 3.82% .09% 42.1% 1.96% .53% 1.06% .26% 1.11% 1,06% 11.96% 2.12% Administration/Overhead - $423,997 - 36.69%Administrative Advertising - $12,000 - 1.04% Administrative Travel - $21,200 - 1.83%Business Lease - $119,780 - 10.36% Communications - $20,500 - 1.77%Supplies - $12,000 - 1.04% Courier - $2,500 - .22%Cleaning - $5,000 - .43% Repairs/Rentals - $13,500 - 1.17%Resources - $168,589 - 14.59% Finance/Attorney - $31,820 - 2.75%Visit Florida - $12,000 - 1.04% Capital Outlay - $7,000 - .61%County Cost Allocation - $14,520 - 1.26% Emergency - $216,582 - 18.74%Dues/Subscriptions - $700 - .06% Monroe County Council of the Arts - $72,500 - 6.67%VIS Software - $1,500 - .13% ô FY 2012 TWO PENNY BUDGET 'Advertising & Promotional' (65%) Portion $9,798,837* 11.06% 1.41% 8.15% .83% .69% 20.53% 3.18% 36.2% 4.36% .19% 8.77% 2.82% .9% .9% Advertising - $3,820,000 - 38,98% Media Materials - $440,000 - 4.49% Ad. Expenses - $100,000 - 1.02% Collateral - $70,000 - .71% Research - $263,000 - 2.68% Sales - $783,050 - 7.99% Fulfillment/Trade - $15,900 - .16% Resources - $821,842 - $8.39% Emergency - $1,690,585 - 17.25% County Cost Allocation - $116,780 - 1.19% *Special Projects (Capital ) - $778,066 - 7.94% Sales & Marketing - $770,534 - 7.86% Commissions & Fees (Finance) - $54,080 - .55% Website Related Expenses - $75,000 - .77% ô Other Resources 1. TDC District Advisory Committees 2. Chambers of Commerce (Key Largo, Islamorada, Marathon, Big Pine Key, Key West) 3. Lodging Association of the Florida Keys and Key West 4. Key West Innkeepers Association 5. Key West Business Guild 6. Key West Attractions Association 7. Federation of Chambers 8. Florida Keys Council of the Arts (Cultural Umbrella contract) 9. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella Contract) 10. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 11. Visit Florida – State Tourism Office 12. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 13. International Association of CVB’s 14. Fl. Association of Convention & Visitor Bureaus & TDC’s ô IIMarketing Strategies, Methods, Implementation and Measurability . In the following sections are specific plans by department: I. Advertising J. Sales K. Public Relations L. Film Commission M. 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ÕÊÍÅÈÔ ÍÖ ÈÔ× óÎÈ×ÊÎ×È ÈÔ× Ø×ÉÈÓÎÛÈÓÍÎ ÔÛÉ ÓÎÙÊ×ÛÉ×Ø ÓÈÉ ÌÊ×É×ÎÙ× ÍÎ É×ÛÊÙÔ ×ÎÕÓÎ×É ÛÎØ ÈÊÛÆ×Ð ÉÌ×ÙÓÖÓÙ Å×Ú ÉÓÈ×É å× ÅÓÐÐ ÇÉ× ×ÏÛÓÐ ÚÐÛÉÈÉ ÛÎØ ×Î×ÅÉÐ×ÈÈ×ÊÉ ÛÉ ØÓÊ×ÙÈ ÌÊÍÏÍÈÓÍÎÉ å× ÅÓÐÐ ÛÐÉÍ ÓÎÙÐÇØ× ÌÊÓÎÈ ÛØÆ×ÊÈÓÉÓÎÕ ÈÍ ØÊÓÆ× ÙÍÎÉÇÏ×ÊÉ ÈÍ ÍÇÊ Å×Ú ÉÓÈ× ïÛÊÑ×ÈÓÎÕ ÈÍ ÉÌ×ÙÓÖÓÙ ÓÎÈ×ÊÎÛÈÓÍÎÛÐ ÏÛÊÑ×ÈÉ ÛÈ ÈÔ× ÍÌÌÍÊÈÇÎ× ÈÓÏ× ÛÐÐÍÅÉ ÈÔ× èøù ÈÍ ÌÊÍÏÍÈ× Ã×ÛÊÊÍÇÎØ ÈÍÇÊÓÉÏ ÛÉ Ù×ÊÈÛÓÎ ÓÎÈ×ÊÎÛÈÓÍÎÛÐ ÏÛÊÑ×ÈÉ ÈÊÛÆ×Ð ØÇÊÓÎÕ ÍÇÊ ÅÓÎÈ×Ê ÏÍÎÈÔÉ ÛÎØ ÍÈÔ×ÊÉ ØÇÊÓÎÕ ÍÇÊ ÍÖÖÉ×ÛÉÍÎ èÔ× ×ÙÍÎÍÏà ÅÓÐÐ ÛÐÉÍ Ú× Û ÖÛÙÈÍÊ ÛÎØ ÈÔ× ÆÛÐÇ× ÍÖ ÈÔ×ÓÊ ÙÍÇÎÈÊÃ¬É ÏÍÎ×ÈÛÊà ÙÇÊÊ×ÎÙà ÈÍ ÈÔ× çé ØÍÐÐÛÊ ÅÓÐÐ Ú× Û ÏÛÒÍÊ ÖÛÙÈÍÊ ÖÍÊ ÓÎÈ×ÊÎÛÈÓÍÎÛÐ ÈÊÛÆ×Ð ó øÍÏ×ÉÈÓÙ èÛÊÕ×È ûÇØÓ×ÎÙ× ûÖÖÐÇ×ÎÈ ûØÇÐÈÉ ûÕ× ôôó ìÍÌÇÐÛÈÓÍÎ ÍÖ èÍÈÛÐóÎØ×Ä ûÕ× ôôó èÍÈÛÐ ï×Î èÍÈÛÐ åÍÏ×Î ûÕ× ûÕ× ûÕ× ûÕ× ûÕ× ôôó ôôó ôôó ôôó ïÛÊÊÓ×Ø éÓÎÕÐ× ìÊÍÖ×ÉÉÓÍÎÛÐ ïÛÎÛÕ×ÊÓÛÐ ùÍÐÐ×Õ× õÊÛØÇÛÈ× íÅÎ ìÊÓÏÛÊà ê×ÉÓØ×ÎÙ× ûÓÊÐÓÎ× êÍÇÎØ èÊÓÌÉ ÓÎ ìÛÉÈ ã×ÛÊ îÓÕÔÈÉ ÓÎ ôÍÈ×Ð ïÍÈ×Ð îÍÊÈÔ×ÛÉÈ ïÓØÅ×ÉÈ éÍÇÈÔ å×ÉÈ éÍÇÊÙ× ï×ÎØ×ÐÉÍÔÎ ûÖÖÐÇ×ÎÈ éÇÊÆ×à ô×ÛØÉ ÍÖ ôÍÇÉ× ôôó ÍÊ ÏÍÊ× óÎØ×Ä ûÎ ÓÎØ×Ä ÓÉ ÇÉ×Ø ÈÍ ×ÄÌÊ×ÉÉ ÈÔ× Ì×ÊÙ×ÎÈ ØÓÖÖ×Ê×ÎÙ× ÖÊÍÏ ÈÔ× ÛÆ×ÊÛÕ× èÔ× ÛÆ×ÊÛÕ× ÓÉ ÛÐÅÛÃÉ ûÎà ÎÇÏÚ×Ê ÛÚÍÆ× Ê×ÌÊ×É×ÎÈÉ ÈÔ× Ì×ÊÙ×ÎÈ ÛÚÍÆ× ÛÆ×ÊÛÕ× öÍÊ ×ÄÛÏÌÐ× ïÛÊÊÓ×Øÿ ÓÎØ×Ä èÔÓÉ Ï×ÛÎÉ ÈÔÛÈ ÍÇÊ ÈÛÊÕ×È ÌÍÌÇÐÛÈÓÍÎ ÓÉ ÏÍÊ× ÐÓÑ×Ðà ÈÔÛÎ ÛÆ×ÊÛÕ× ÈÍ Ú× ÏÛÊÊÓ×Ø ó èÍÈÛÐ ìÐÛÎ ó ïÍÎÈÔÐà ï×ØÓÛ éÌ×ÎØÓÎÕ èÍÈÛÐ ï×ØÓÛ úÇØÕ×È ó ûØÆ×ÊÈÓÉÓÎÕ úÊ×ÛÑÍÇÈ ó 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. x Due to limited availability, all co-op space and time is on a first come, first served basis. x 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. x ONLY Florida Keys tourism destination messaging is allowed in any co-op ad. x Magazine: There must be at least four participants for each page. Co-op will be offered in various formats. x Newspaper Generic: There must be a minimum of four participants in each ad. x Newspaper District: Whether the co-op is display or listing, there must be at least four participants. x E-Marketing: There must be a minimum of four participants in each effort. x All advertising materials must be supplied in accordance with the individual co-op offering. x The Agency of record will have final creative control of the co-op program and its participation. x Generic and District Co-op is initially for lodging properties and then offered to other tourism related businesses within the Keys that help promote the destination (attractions, restaurants etc.). Umbrella co-op programs are initially offered to specific umbrella-related businesses (diving, fishing and culture) and lodging properties. 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SALES 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 2011-2012. 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. ò Goals 1.Develop a sales mission targeting corporate meeting planners. 2.Develop a retail travel agent educational program for both web based and live distribution. 3.Increase awareness of our electronic social media outlets to consumers and travel trade both domestically and internationally. 4.Create and distribute a promotional flyer highlighting special events in the GLBT market. 5.Increase our sales efforts in the Brazilian travel market. 6.Increase awareness of the volun-tourism opportunities available within the destination. (i.e.: lion-fish derbies, pilot whale rehabilitation, turtle hospital releases, beach clean ups). 7.Increase sales effort in the Texas consumer market. 8.Create a promotional backdrop focusing on our cultural/arts offerings. 9.Develop a sales mission targeting southern German, Swiss and Austrian markets. 10.Conduct a concentrated sales promotional effort to the Scandinavian region. ò Staff Responsibilities Director of Sales Department administration. Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e. dive, fishing, and gay travel. Oversees activity of sales offices based in the UK and Germany. Develops and implements annual sales plan under budgetary guidelines. Liaises with the advertising agency, public relations agency, research department, Web provider, and fulfillment houses domestically, in the UK, Germany, Visit Florida, Visit USA Committees, trade professionals and journalists. Sales Manager Responsible for implementing sales plan activity for domestic travel targeting feeder markets in the United States. Works with Domestic Tour operators, consumers and retail travel agents in the United States. Provides additional assistance with specific international markets as directed by the Director of Sales. Acts as a liaison between sales department and dive umbrella. Sales Manager Meetings & Conventions market. Works with corporate, national and state association planners and incentive planners to generate group business for the Keys. Provides additional assistance with retail travel agents and consumer events in the domestic market. Sales Manager International Market. Responsible for implementing sales plan activity in Europe, Canada and Latin America. Provides support for retail agents, tour operators, and US based receptive operators. Works closely with sales offices in the UK and Germany in the implementation of our international sales plan. Sales Manager (Part time) Responsible for implementing sales plan activity in gay market. Participates in trade and consumer oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination booth at specialty market expos as outlined by the Director of Sales. Cellet Travel Maintains Florida Keys dedicated phone line for United Kingdom, Services, Ltd. Scotland and Ireland. 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. ò Cellet Travel Maintains Florida Keys dedicated phone line for Germany, Services, Ltd. Switzerland. Participates in tradeshows, and provides support for continued trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions and initiates sales calls with the assistance of a German sub- agency called Get It Across Marketing. Also liaises with Mikulla Goldman PR agency. Sales Assistant Provides administrative support for all sales staff. The sales staff is responsible for planning, organizing, and executing sales activities as they relate to trade shows, sales missions, presentations, fam trips, sales calls and coordinating and encouraging industry participation. The sales staff provides on going customer support through telemarketing, trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips and general assistance. Each manager provides a report following each venue and organizes all leads generated as a result of a sales promotional event or trip for processing by the sales assistant and forwarding to the industry for follow-up. The sales staff reports to the Director of Sales and the Director of Sales reports directly to the Marketing Director of the Monroe County Tourist Development Council. Methods of Sales Trade Shows - Organized and established exhibits domestically & internationally. Normally the format is standard full booth (10’ X 10’) or (8’ X 10’) pipe and drape, trade table (jr. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. Trade shows are essential in the travel industry. An inordinate amount of business is booked worldwide either right on the spot or as a result of follow-up. ò 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, 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. ò Electronic Marketing - Electronic promotion of our destination using various internet media including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is cost effective, reaches an audience that staff would not be able to physically visit, available across every time zone during business hours, is targeted and trackable. This is an excellent follow up tool to sales missions, trade shows and keeps established clientele informed on destination updates. It can also be used as an educational source for meeting planners, travel agents and tour operators. Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be proactive and soliciting or simply responsive and reactive providing necessary sales support. The TDC sales office, the media hotline at SNA, the Chambers’ VIS lines, and the dedicated UK and German lines are the telemarketing centers of our organization. Co-operative Programs - The sales department offers many co-operative delegate programs to the Keys tourism industry as does Visit Florida. Co-op booth space provides a more affordable opportunity to exhibit than to contract independently with the show organizers. Many show regulations provide for this type of arrangement, but some organizers do not. Keys industry participants join in the destination booth and have the opportunity to sell not only the destination but their product as well. Fees vary from show to show. Additionally, we frequently offer brochure distribution opportunity when it is not feasible to offer delegate participation. Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally funds a function or event in return for market exposure of some sort. Sponsorships may range from a small- scale activity such as a coffee break to a large-scale event such as a trade function sponsor. All sponsorship participation must be evaluated by its potential benefits. Lead Generation - The sales staff accumulates leads as a result of almost every effort we make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed along to the industry either via e-mail with the post trip report or via fax. Timely processing and distribution of leads is a critical component. The leads may vary in quality, but each lead is distributed as a result of a direct request from a travel professional. Sometimes this includes consumers as well. Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to both our industry partners as well as to the travel trade is essential in determining the results of a sales effort. Lead follow up can be accomplished through different methods including: contacting travel trade to determine action steps taken as a result of our meeting, contacting meeting planners to determine how many properties responded to their request for proposal or contacting trade partners to determine booking volume as a result of a training or sales call to a reservation call center. Social Networking Programs- Sales staff will be working with meeting planner, travel agent and tour operator associations who have established community bulletin boards and/or blog postings on their organizations web pages. ò International Overview For the past two and half years, we have witnessed Ireland and the UK struggle with economic challenges similar to that of the United States. Home values have plummeted, the VAT (Value Added Tax) has increased by 2.5 points and the cost of everyday goods and services has risen while wages, for those who haven’t been made ‘redundant’ (laid off), have remained stagnant. Consumer confidence remains low due to government imposed austerity measures, hard social cuts and bailouts of financial institutions. As a result, we have seen a dramatic decrease in the number of Irish/British visitors to our area. There are reports that this may begin to change into 2012. The culture of the Irish and British traveler is one who views their holiday as a God given right. They will scrimp and save on everyday goods and services in order to afford their coveted two week beach holiday. The destinations, methods and overall makeup of this coveted two week beach holiday may fluctuate in conjunction with the strength of the pound and an individual’s personal financial situation, but the British will continue to travel. After a dismal financial year, thus far a cold and wet start to summer and last year’s concept of “staycations” failing miserably, consumers are beginning to think long haul for next year’s holiday. The end user continues to be cautious regarding spending money and is waiting for the very best value before committing. Many airlines have opted to increase capacity to the U.S., thereby influencing the positive travel sentiment. For those consumers who have steady employment, now is the best time to travel. Their mortgage rates have been reduced, they have cut back on frivolous spending during the past two years and they actually have savings accounts. Selected tour operators are allowing travelers to put their holiday on ‘lay away’ accounts. A holiday is booked, a deposit is held on account, and payments are made in weekly or bi-monthly installments so that when the travel dates near, the holiday is completely paid off. The consumer has been responding to this concept in earnest, therefore we expect to see a longer booking window than we have most recently. Certain countries within continental Europe have had the fortune of remaining economically strong during this time period. Germany leads the European Union in growth and unemployment with its export driven economy booming, and surprisingly healthy domestic consumption numbers. The current unemployment rate is 7.3%, the lowest rate since 1992. It is anticipated that German household incomes will grow 3.3% in 2012, the highest level in over 12 years. Worries about the European Economic Union’s stability in conjunction with covering sovereign debt in Greece, Ireland, Portugal and Spain have negatively affected the value of the EURO and have spawned discussions of an independent Germany. The average German consumer is resentful that their hard earned wages are paying for the bailouts of countries with questionable business and administrative practices. As of this writing, these discussions are merely theoretical as the current political administration has gone on record saying that it will not abandon the EU and ultimately cause its collapse. We have seen double digit increases in the number of German visitors for the past three years, so we may see some slowing from this market. This is the natural cycle of travel behavior as we should not expect to experience unprecedented double digit growth in visitation year on year indefinitely. ò Other international regions that may make up the difference and continue to outperform their forecasted growth include: the Scandinavian region of Norway, Sweden, Finland and Denmark. Three of these countries (Norway, Finland and Denmark) have maintained their own currencies (Krona) regardless of their membership in the EU. During the recent Irish and Greek bailout crisis, the Krona has remained strong against the EURO and Pound Sterling. With increased lift, harsh weather and a robust economy, we should enjoy more visitation from this outdoor, active- oriented visitor than we have in the past. Switzerland is another example of a country that is outperforming its forecasted growth. The Swiss financial institution has provided global investors with a safe haven as they sought protection for their investments and individual financial portfolios. With the robust economy and the strengthening of the Swiss Franc from .87 in 2010 to the current 1.05, it is estimated that over 400,000 Swiss will visit the United States next year, which represents the highest per capita ratio of visitors considering their population is estimated at 7.5 million residents. With an eight year pent up demand, increased lift options from Zurich direct to Miami, and strong consumer confidence, we are forecasting to realize double digit increases from this region next year. Canada has also enjoyed unprecedented economic growth and has watched its own currency, (the Canadian Dollar or CAN); grow ten percentage points against the USD within two years. This new found value has spawned a trend for Canadians to purchase winter homes in South Florida capitalizing on the combination of their currency’s strength and the large inventory of short sales and foreclosed real estate in the region. If this trend should continue, we have the opportunity to capture this winter resident market by promoting the Keys as the perfect destination for a mini break. Most of these potential visitors are retirees, therefore they can travel mid-week and are not tied to the school calendar. This presents a great opportunity to fill those first few weeks of January, just after the holidays. Brazil, France and possibly Italy may provide us with single digit growth, with Brazil being the least affected by the Greek economic crisis. The REAL is surging along with the country’s economy. Although the Florida Keys many not offer those attributes that Brazilian’s prefer (high- end shopping, gambling and theme parks), we may see some residual effects of those traveling through South Florida. The Italian market, albeit small, represents one of the highest spends per visitor than any other international inbound traveler. Our marketing efforts would focus on the luxury seeking traveler who typically would visit our destination almost exclusively during the month of August, tend to stay 7 nights and prefer our deluxe resorts, restaurants and artistic offerings. The French continue to discover the Florida Keys as something new and different from the theme park region of central Florida. The French are fond of good cuisine and natural attractions, and the Keys are perfectly suited for this type of traveler. These economical and behavioral changes present our destination with new marketing opportunities. We will look at different regions within the EU for growth and 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 visual arts combined with historical and interpretive 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 our State and National ò Parks, volunteering time at our turtle hospital, dolphin centers and participating in adventure activities such as paddle-boarding and kite-boarding. We will continue to monitor the economic situation in Europe and adjust our promotional efforts and messaging as the climate changes into 2012. Our goal is to maintain a significant presence in the international arena and adapt our strategies to effectively target the long-haul summer traveler. Profiles Resources used in the information provided below includes Visit Florida Research Department, the Travel Industry Association of America, the U.S. Commercial Service, Visit USA Committees and the various U.S Embassies I. EUROPE BELGIUM International Traveler Profile U.S. continues to be the top long-haul destination California, New York and Florida are the favored areas to visit The fly/drive market represents 50% of total Belgian holiday travel segment Average age of long haul traveler is 45-54 years old Belgians travel from June through mid-September with a peak in July Belgian travelers are independent, seeking tailor-made trips. Average length of stay is 2 weeks Travel Preferences and Trends: The potential Belgian traveler will conduct research via the internet about a possible destination in the US before making their travel plans. Belgians prefer the personal interaction that comes with using a travel agent Belgian incomes allow for a high level of disposable income to be spent on long-haul travel Seeking more “Adventure Vacations” vs. strictly beach activity but definitely prefer warm sunny weather Economic Considerations and Political Trends: Belgium economy is very fragile however with Brussels being the capital of the EU, there are many stable, high paying jobs for the diplomats hailing from Brussels and the surrounding villages. Four main airlines AA, CO, Delta and UA offer daily flights to the US. Sales to the U.S. most likely to remain flat next year due to economic uncertainty Belgium has the seventh highest per capita income worldwide ò 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 Average length of stay is 14 nights Danes enjoy 5 full weeks of annual vacation Average Length of stay is 9 nights Travel Preferences and Trends: Tour Operators are still used for long haul travel arrangements Travelers are becoming more adventurous, looking for more unique experiences Danes enjoy long road trips, making the Overseas Highway a ‘must see and do’ for this market Due to harsh climate, continue to see sun and warm beach holidays Economic Considerations and Political Trends: Delta and Continental announced direct flights from Copenhagen to Newark and Atlanta, making connections into the Florida Keys very easy. New seasonal charter service from Denmark into Ft. Myers exposing Florida Keys to more Danes than ever before. Most Danes already carry the biometric passport, making entry into the U.S. easy Denmark retained their own currency (Krona) therefore the country remains unaffected by the fluctuating Euro. Denmark’s standard of living, with a GDP of USD 40,650 is among the highest in the world FRANCE International Traveler Profile: US remains top choice among long haul destinations 70% of visitors choose fly/drive vacations, as they are individualized 55% of visitors come from Paris and its surrounding regions Average age is 25-45 years old Average length of stay is 14 nights for fly/drive market Vacations usually taken between June 30 and September 15 Trend is toward more “natural destinations and exploration” vs. Theme parks The French are attracted to the sea, beaches, sun which explains Florida’s popularity The French are also very fond of culture, history and food New York, Florida, and California remain the preferred destinations Travel Preferences & Trends: Today’s generation of travelers is comfortable traveling in English-speaking areas ò Bed and breakfast stays are becoming increasingly popular, as the French are looking for a more personal interaction with the local community. Miami is the #2 port of entry for French travelers (NYC is #1) There are 9 carriers offering direct flights to the U.S. daily Shopping, Dining, Watersports/Seeking the sun are 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 Tour operators are now selling directly to the consumer, thereby passing on the savings and omitting the retail agent The Euro/USD exchange rate has strengthened, therefore long haul visits to the U.S. may continue to increase next year. 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, nature based attractions, sports and local culture Florida is the most popular destination for first time travelers to the U.S. Travel Preference & Trends: Finnish tour operators report that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. 40 % of all long haul travel takes place in the summer (late June through mid-September) is most popular time of year to travel to the States Visit USA Committee, Finland is reporting an increase in the number of inquiries for Information on travel to the Florida Keys as an extension of the Miami experience. In the long haul market, the U.S. competes mainly with Southeast Asia. Economic Considerations and Political Trends: Finnair has announced direct flights from Helsinki to Miami, twice weekly. British Airways and American Airlines offer connections through Heathrow direct into Miami. Finland is included in the Visa waiver program, and there are no restrictions for U.S. travel in the Finnish market. Finland decided to retain the Finnish Krona, therefore any fluctuations in the EURO community do not affect this country’s currency rate. ò GERMANY, AUSTRIA AND SWITZERLAND International Traveler Profile: Florida remains the favored U.S. based destination Average length of stay is 14 nights Florida Keys captures 13.8% of German visitors while in Florida Reasons for traveling: weather, climate, beaches, nature, wildlife Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving 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. Internetbookings not effecting tour operator business. 90% of all long haul bookings are realized through German tour operators and travel agencies with the internet being used for research. Shoulder seasons may see increase in double income, no kids and/or empty nesters Strong competition coming from the “American West” and National Parks Service. Economic Considerations and Political Trends: Diversified product inventory may positively affect travel to the Keys German economy is stable; the U.S. still perceived as good value for price paid. Consumer debt is low compared to UK and US IRELAND International Traveler Profile: The U.S. is the most popular long-haul holiday destination Florida, New York and California most popular destinations Average length of stay is 14 nights in the U.S. 21 daily scheduled flights into the US with additional charter airlift. Travel Preferences and Trends: Prefers sunny, warm destinations Destinations “slightly off the beaten path” becoming very popular The United States earns one half of Ireland’s long haul travel market Pre and post cruise itineraries will be our focus for next year while consumer continues to be cautious and seek value for price paid. Short term bookings becoming more normal; leisure travel booked average 2-6 weeks out. Economic Considerations: Ireland’s economy has come to a screeching halt. ò The Irish depend on their holidays to rejuvenate in the sun. Florida beach destinations will continue to be favored however value will be the overall deciding factor. Consumers are looking to stretch their holiday savings in the most efficient manner. Upper income bracket will continue to travel and seek destinations that are not too flashy ITALY International Traveler Profile: U.S. remains as the top long-haul preferred destination. New York, California and Florida remain the most preferred destinations within U.S. Expenditures by Italian tourists in the U.S. is one of the highest from European countries Average length of stay is 17 nights, with Miami being the second most popular destination visited (#1 is NYC). Fly/drive packages are the most popular, with customer choosing the itinerary and the tour operator providing the estimated cost on an individual basis. 90% of all bookings go through a travel agent. Most of our Italian visitors come from the northern and central regions on the country. Travel Preferences & Trends: Cultural, historical and ecological attractions/activities are preferred when visiting a destination Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian traveler. Italian tourists tend to make their travel arrangements late (54% of packages were sold between 15 and 30 days before departure). Miami and the Florida Keys realize 65% of all Italian visitors to Florida Summer peak travel period is July-mid September, with over 45% of all long haul travel occurring during August. There have been double digit increases in the number of Italian visitors to Florida since last year representing one of the highest increases from any European country. Pre and Post cruise excursions are on the rise. Economic Considerations: The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month shelf life for their British and German competitors. The number of travel agencies in Italy has increased by over 75% in the past decade. THE NETHERLANDS International Traveler Profile: The U.S. is the favored long-haul destination. California, Florida and New York are the top three visited destinations. ò Florida is the most popular among first time visitors. Miami is the second largest port of entry into the U.S. for the Dutch. Prefers fly/drive vacations, active outdoor activities. The Dutch traveler is usually a young couple without children or active senior market. Tend to be repeat visitors, come from high income group and speak excellent English Travel Preferences & Trends: The Netherlands has been one of the ten fastest growing international travel markets. Dutch travelers seeking “new” experiences, i.e. diving, dolphin encounters, etc. Florida destinations must maintain its competitive edge to attract repeat visits. Prefer mid priced hotels vs. luxury accommodations The “active senior” segment is the fastest growing travel sector coming out of the Netherlands Economic Considerations and Political Trends: The U.S. is expected to remain top long haul destination due to marketing efforts. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors. As with other EU countries, the Dutch economy is very fragile and focus will be on value vacations. We may experience little to no growth in the next year due to the economic pressures within the EU community. NORWAY International Traveler Profile: Average age is 39 years old Most are family oriented, with 1 or 2 children accompanying adults Average length of stay is 16 nights Seeking tailor made vacations Summer travel occurs between end of June and mid-September Will research destinations on-line, but consult travel trade for actual booking Travel Preferences and Trends: The U.S. continues to be the preferred long-haul destination. Norwegians prefer “sun and coastal” destinations to escape harsh climate. Interested in “action and adventure” travel (scuba diving, deep-sea fishing) Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler. The fastest growing niche market is adventure travel (fishing, golfing, diving). Economic Considerations and Political Trends: rd Norway is one of the most prosperous countries in the world (world’s 3 largest crude oil rd exporter and the 3 largest exporter of natural gas). Per capita GDP income equals that of the United States. Additional week of vacation granted in 2008 may stimulate visitation growth during autumn ò Maintained the Norwegian Krona as the official currency, therefore not affected by any fluctuations in the Euro currency. SWEDEN International Traveler Profile: The United States is second most favored long-haul destination. Top three visited states are: California, New York and Florida. Average Length of stay is 17-21 days. Prefer destinations offering sun and beaches Prefer budget and mid price accommodations Travel Preferences and Trends: Eco tourism and soft-adventure trips on the rise Most travel is conducted June-September Annual growth in number of Swedes visiting U.S. was double digit yr. on yr. Prefer fly/drive packages with “add on” opportunities More and more Swedes are traveling to the Keys without a pre-paid reservation. Economic Considerations and Political Trends: Swedish economy is stabilizing. Only Scandinavian country to have the Euro as the official currency. Greatest growth potential is in holiday fly/drive tours Tour operator market is highly competitive; service and value are key. UNITED KINGDOM International Traveler Profile: Orlando captures a vast majority of the mass market share for UK visitors to the top three U.S. cities visited (New York, Las Vegas and Orlando) Top three visited states were Florida, New York, California Stays for 12.3 nights School summer vacations begin mid July through early September, with peak travel times during the month of August. Families will stay in hotels, private and/or rented homes. Couples will stay in small inns, bed and breakfast type accommodations. Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is seeking more action and adventure. Travel Preferences & Trends: Up to 75% will use a travel agent 54% will use a tour operator, whether it be brick and mortar agency or internet based tour operator ò 26% will book via the internet, however those that do have no recourse for financial reward if there is a natural disaster, airline strike or suspended service. Due to the recent volcanic activity, earthquakes and BA cabin crew strikes, the trend is to book through a professional travel advisor so that the holiday, and deposits paid, are insured for full refunds. Variety of products and services, familiar lifestyle and language are all important booking factors. Current booking trend is still a late booking market however families will book early (December-February time frame for summer travel) to insure flights and preferred dates. The UK traveler continues to search for new areas to visit. Niche markets continue to grow which gives some new opportunities for the Keys (i.e. diving, guesthouses, gay market, empty nesters, motorcycle tours ) Economic Considerations and Political Trends: British Pound gaining strength against the USD, with current exchange rate at £1.60:$1 ratio. (GBP:USD) whereas one year ago it was £1.41:$1 UK and Ireland economies will continue to be sluggish through next year. Consumers will be cautious on where to spend their money however the idea of a beach holiday continues to be considered as a ‘right’ vs. privilege especially after a harsh winter With the Euro trading close to the GBP, vacations to the U.S. remain favorable as they still get Good value for money spent vs. short haul trips to euro zone countries. Unrest in the Middle East region may positively affect long haul travelers to consider FL for their warm and sun holidays. ò lI. ASIA JAPAN International Traveler Profile: The US. continues to be one of the most popular long haul destinations. The top three visited states were Hawaii, California, New York The states with the greatest potential for an increase in arrivals are Nevada, California, Florida Hawaii will remain at top place Average length of stay is 8 nights Stay in 4 and 5 star facilities Prefers shopping, natural and scenic attractions, “observational tourism” Amongst packaged and group travelers, 53% used full package tours involving tour guides and local guides. Males in their 30s and 40s are the majority of Japanese travelers to the U.S. Travel Preferences and Trends: Looking for new, undiscovered places and attractions Very interested in Special Interest Tours (SITs). Almost 30% are repeat travelers Peaks in travel to FL are late Aug/Sept. and during “Golden Week” (Apr/May) Visiting museums, photographing points of interest and shopping are popular. One in five Japanese visitors uses a tour operator for destination information. Travel agencies remain the most widely used source for travel information. Economic Considerations and Political Trends: Enthusiasm for specific destinations is cyclical; Florida may become popular again. World events must remain stable in order for the Japanese to travel long haul. Yen is appreciating against the USD, making a trip to the U.S. good value. Devastating effects of the earthquake and tsunami may slow long haul travel out of respect for those less fortunate. ò III. NORTH AMERICA CANADA International Traveler Profile: Florida remains the #1 destination of choice. Average age is 45-64 years old Prefer sun and beach destinations, although cruises and golf tours coming on strong Average party size is 2.1 persons, and average length of stay is 8 nights. Travel Preferences & Trends: Florida, California, and Arizona rank as top non-border state destinations. Canadians prefer to use their cars to travel with only 30% using air lift services. 55% of all Canadians traveling to U.S. originate from Ontario province. 50% of Canadian tourists prefer to stay in hotels or motels. The Canadian traveler seeks “value for price paid” when selecting accommodations. Economic Considerations: The Canadian dollar has 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 slowly IV. LATIN AMERICA ARGENTINA International Traveler Profile: 47% traveled on holiday/ 48% on business Top 3 states visited are Florida, NY and California Average length of stay in the U.S. is 20.8 nights Miami is the No.1 Port of Entry to the US. 73% prefer hotels, resorts 94% are repeat visitors to the U.S. Travel Preferences and Trends: Enjoy shopping, dining out, sightseeing, visiting iconic sites, attractions Many wealthy Argentines travel 2 or 3 times per year to the US Argentines tend to be well traveled and will split their travel planning evenly between packages and FIT bookings ò 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 Economic Considerations: Currency exchange rate has strengthened at $1USD=4.26 ARS Unemployment rate is equivalent to that in the United States at 9.6% 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. Favorite family investment in South Florida: shopping malls. BRAZIL International Traveler Profile: Top three visited States last year were Florida, New York and California Miami is the number one Port of Entry for Brazilian travelers 85% of visits are for business travel The majority of Brazilian visitors to Florida enjoy a household income of over $100K Tends to combine business trip with leisure excursions Brazilians tend to travel to FL in July, followed by December and January Travel Preferences and Trends: Visiting friends and family is the #1 attribute of travel to Florida 88% of Brazilian travelers to FL are repeat visitors Favorite past times are shopping, gambling and theme parks 52% of outbound travelers vacationed with their family 62% of Brazilians used a travel agent to organize outbound trips Brazil is eligible for the visa-waiver program, thus eliminating the need for Brazilian Visitors to make an appt. with the U.S. Embassy, pay $100 USD for a visa application, and hope to be accepted by the U.S. Government. Economic Considerations: Brazil has one of the fastest growing economies in the world Unemployment rate is stable at 9.6% The country’s currency, the REAL, has gained 20 points on the USD in the last 12 months. The World Economic Forum has reported that Brazil has gained eight positions for global competitiveness among other countries, surpassing Russia and closing the gap with India and China. ò GROUP MEETINGS AND INCENTIVE MARKET OVERVIEW The group meetings and incentive market continues to show a mixed recovery from the global economic correction that began in the fall of 2008. During the past few months we finally began to see the return of traditional meeting and incentive reward programs, while the association market continues to struggle. Both incentive and corporate meeting planners are moving forward with clear directives from executives that their scheduled programs will be executed with certainty. Although the hesitation of utilizing higher end brands is easing, the program location does hold some weight of concern and is a very strong determining factor. The prevailing attitude is to keep programs on domestic soil and shows a commitment to helping the US economic recovery by maintaining the revenue stream within the US. Corporate and incentive programs are beginning to book with confidence well into 2013 and beyond. The expectation from buyers is that as the economy strengthens, rate increases will be on the horizon, therefore the opportunity to lock into more favorable rates is now. Historically this cost saving behavioral measure reflects that of the association market; and is not typical of corporate or incentive buying habits. The trickle down economic effect of securing hotel rooms far in advance in order to save money positively affects the entire host city. With the money saved on lodging by booking early, planners now have a more flexible program budget to spend on activities such as fishing charters, art gallery walks, watersports, etc. For the past few years, while properties were reeling from the lack of corporate group business, association planners were able to lock in competitive rates for multiyear programs. Unfortunately this segment continues to underperform and attendance numbers remain weak. The stabilizing economic conditions have yet to positively impact event attendance, thereby leaving many planners struggling to re-negotiate the original concessions regarding room night (attrition) and food & beverage minimums. The Florida Keys and Key West tends to attract smaller, more regional association business, where the attendees are responsible for covering their own travel expenses. Individuals are reluctant to spend their own money to attend a discretionary event while they remain uncertain about the financial longevity of their individual businesses. Positive indicators include the introduction of additional airlift to Key West, and the completion of construction in Miami International Airports has been helpful in attracting new programs and confirming repeat business to the region. Reaction from planners has been very positive and favorably positions us against other destinations that we have traditionally competed with due to their proximity to larger and more diversified airlift. For fiscal year 2012, we will research and attend meeting planner events where the program is based on a formal appointment setting. This insures that the planners with whom we are meeting are genuinely interested in the destination, have been properly vetted by the show organizer and the return on investment is tangible. These types of events offer the ability to reach qualified planners and decision makers in a more comprehensive way. This market segment includes travellers who extend their stay beyond the actual program dates to explore and discover experiences associated with the destination. They invite their friends and or ò families to join them as they explore the entire chain of islands as part of their vacation plans. The impacts of this market are far reaching and benefit multiple districts within the destination as well as provide lodging properties with a business base from which to grow their leisure revenues. GAY/LESBIAN MARKET PROFILE When other market segments were slowing due to economic instability, the Gay travel market segment maintained its reliability and growth. This past year occupancy rates in gay and lesbian properties continued to be strong, with many gay and lesbian travelers choosing mainstream hotels which contributed to the destination’s overall success. Recent surveys indicate over 226,000 gay men and lesbians visit the Keys annually and spend at least one night at our properties. Key West remains one of the top resort destinations in the United States for this market as well as their friends and families. In a recent study conducted by the TDC, over 80% of those surveyed stated that Key West “is a great place to visit”. The survey also showed that the average length of stay for gay visitors is between 4 and 7 nights, with many visiting the destination multiple times. The destination's appealing advertising, marketing, and public relations efforts, both domestically and internationally, continue to sustain the growth of this segment. Promotions in venues popular with younger and more affluent travelers continue and are showing positive results. Research and expansion of our marketing efforts to this group is continuing as there is increasing competition for gay travelers. For over twelve years the Keys have maintained a direct consumer approach, which is now being copied by other destinations, making the gay travel dollar that much more competitive. Online promotions coupled with a strong media presence have enhanced our presence to gay and lesbian travelers. The destination continues with promotions in key cities throughout the US which increases our sales and marketing outreach. GLBT travelers are booking more in advance now than in previous years. They continue to be the first group of visitors to return after adverse events; whether it is acts of terrorism, extreme weather events or economic downturns. Gay travelers are a group with disposable income and a propensity to travel at any time of the year. As a segment that regularly travels, this market looks for unique destinations that offer safe, comfortable and friendly experiences. The commitment ceremonies/honeymoons and gay family travel are niche markets to be explored. Numerous businesses catering to the facilitation of commitment ceremonies, combined with our gay friendly and mainstream resort properties, provide the perfect setting for a gay destination wedding/honeymoon. During the next fiscal year we will be promoting our gay and lesbian special events which typically draw visitors to the destination in the summer and fall season. These events fill the gay lodging properties and spill over to many of the all-welcoming mainstream resorts. While here, visitors will engage in various activities including watersports, visiting art galleries, attend theater and enjoy our diversified cuisine. While we compete with products like all-inclusive gay cruises, continued promotions to travel agents and tour operators that specialize in gay and lesbian travel will maintain our standing as one of the most recommended destinations for gay travelers. Results of our promotions in the ò international arena continue to reflect in visitor profiles. Our past presence at ITB combined with gay & lesbian lifestyle travel shows and pride festivals in key cities both domestically and internationally, sustain our validity as an internationally renowned gay and lesbian destination. The weather, our laid back attitude and the ability to feel safe and accepted throughout the islands insures continued growth in the lucrative GLBT market. DOMESTIC MARKET OVERVIEW During the past year consumers within our target market slowly began to feel confident about spending money and decided to travel once again. The behaviors associated with traveling varied greatly and were influenced by several factors: job stability, household income, credit card balances and other contributors to their personal financial health. The branding of the Florida Keys as a premier get away destination also gave visitors the motivation to want to leave their troubles behind and just decompress and relax. Common factors in determining their destination of choice included tangible or perceived value and overall experience. Many consumers continued to seek value-added components to their vacation, and the cost, convenience and safety of remaining stateside helped boost our visitor numbers. Although the cruise lines heavily invested on national media buys focusing on fun and value, there is a distinct difference between those who cruise and those who choose to vacation in the Keys. The difference can be summed up as a “visitor” vs. a “traveler”. The Florida Keys and Key West provides “travelers” with unique experiences that not only reward them physically through relaxation, but more importantly awakens them on a spiritual, emotional and intellectual level. Whereas your typical beach destination “visitor” will enjoy lounging poolside and enjoy passive activities, the “traveler” seeks opportunities where they are actively engaged in experiences that connect them to the local culture, natural environment or current event of local importance. Our diverse voluntourism-oriented activities that require active participation (i.e. turtle releases, beach clean-ups, fish count or volunteering time at the Marine Mammal Conservancy) provide the back drop for travelers to feel good about how and where they travel. This type of visitor tends to look for destinations that maintain a smart balance between high quality standards and a responsible, sustainable attitude towards the environment and its relation to tourism. Travelers also engage in activities that stimulate their creative thought processes, and the destination’s wide array of visual art galleries, theater productions, live music and art in public spaces offers this type of intellectual reward.Our historic inns and smaller hotels provide the perfect backdrop to the overall Keys experience by providing unique accommodations for those seeking an alternative to traditional lodging experiences. With continental breakfasts and/or social hours offered at most facilities, the notion of ‘value-add’ is built into the rate. Smaller lodging facilities all along the Keys are capitalizing on the personalized service, attention to detail and on- site ownership that larger facilities cannot offer.Visitors who overnight at one of our many inns or small hotels generally return year after year and recommend such lodging to their friends and families. Consumer behavior will continue to follow the predictable patterns of the changing seasons. The Northeast and upper Midwest regions will visit our area in the winter months, while guests from the Southeast and Florida are most likely to vacation in the Keys during the warmest months. Emerging markets we will continue to explore will be California, Texas and Colorado. Due to distance, these regions will drive a longer length of stay and have the potential to fill our shoulder season months. ò We will coordinate our sales and promotional efforts in these regions to coincide with consumers decision making and buying cycles. The varied lodging product in the Florida Keys presents exciting opportunities across several niche market segments within the domestic profile. Self-catered units (condos, villas, apartment style accommodations) are the preferred lodging of choice for larger families, the mature market, generation vacations, (parents, grandparents and children traveling together), destination weddings and the ‘girlfriend getaways’ market. This type of lodging also has the potential to drive length of stay, as most people would enjoy the spaciousness and conveniences that a condo type resort offers over a period of time vs. just one or two nights. Electronic promotions and educational seminars to the travel trade will continue to put the Florida Keys in the forefront of recommended destination planning. A concentrated promotional campaign highlighting our unique lodging options, the wide array of visual art experiences, attractions and voluntourism oriented activities will continue to stimulate interest in the Florida Keys and set us apart from other in-state destinations. ò 2011-2012 SALES ACTIVITY CALENDAR OCTOBER 2011 October 5-6 Meetings Quest: Atlanta Atlanta, GA Registration: $2300. Jack Meier Co-op participation available at $750. per property. This event is designed with both time and budget in mind, whose goal it is to attract the meeting & incentive professional with unparalleled multi-level education. Additionally, the exhibition provides attendees sufficient time to visit and explore every participating vendor. The event boasts a 3:1 ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This opportunity allows for continued face to face relationship selling, vying for the short term spring corporate business as well as long term consideration for summer of 2012. October 11-13 IMEX-America America’s Worldwide Exhibition for Incentive Travel, Meetings and Events Las Vegas, NV Registration: $7000. Jack Meier The IMEX Europe event has been running a successful hosted buyer forum in Germany for over 20 years. This will be the first time the event will be held in the U.S. focusing on showcasing American based destinations to the MICE market. Appointments are buyer-led; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore your time is efficiently used meeting with only those meeting planners that are interested in your product. We are exhibiting within the Visit Florida booth to minimize our exposure during this inaugural year. October 21-23 SITV Travel Show and Tour Operator/Media Luncheon Montreal, Quebec Registration: $2250. 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 ò 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. With the Canadian Dollar enjoying historic strength vs. the US Dollar, warm weather destinations in the U.S. have become more attractive due to their affordability. October 22-24 Birmingham Dive Show Brimingham, UK Registration: Covered by Dive Umbrella Yves Vrielynck Co-op available at $850. Limited to 3 delegates DIVE 2011 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 2011. Over 300 companies will be participating and in-hall dive pools, top speakers and many dive related travel features will be showcased. Among the exhibitors are manufacturers and retailers of diving equipment, training agencies, tourist boards, travel agents and dive holiday destinations, etc. NOVEMBER 2011 November 2-5 DEMA Orlando, FL Registration: Covered by Dive Umbrella Yves Vrielynck Co-op available at $500. Limited to 3 delegates. This is a trade-only event focusing specifically on the sport of diving; its manufacturer’s and dive- related travel destinations. Dive consumers are not in attendance. Attendees hale from all facets of the dive industry in addition to travel agencies and tour operators specializing in dive vacations and travel. There is a strong emphasis on dive equipment suppliers. Because the show is being held in Orlando this year, industry participation will be made available on a limited basis. November 2-4 th 12 International Conference on G&L Tourism and Travel Expo Palm Springs, CA Registration: $550. Steve Smith th This is the 10 year that the destination has participated in this three day conference. The venue offers strong networking with sellers of travel as well as members of the GLBT media throughout ò North America. A table top expo will be held during the conference and is open to both travel professionals as well as consumers. This event also leads into the Greater Palm Springs Pride Event outlined below. November 5 -6 Greater Palm Springs Pride Palm Springs, CA Registration: $800. Steve Smith rd T his is the 23 year Palm Springs has held a Gay Pride event. Palm Springs is California's gay getaway city with both a large day and lesbian residential population plus visitors from throughout California and its surrounding states. This venue would promote the destination to the West Coast gay community encouraging them to take their holidays to the Keys rather than the Hawaiian Islands. November 7-10 World Travel Market London, England Registration: $40000. Stacey Mitchell/Jack Meier Co-op participation available at $1200. per delegate in destination booth. Brochure Distribution available at $300. per property World Travel Market is the UK’s largest annual travel trade show. This show will be held at the Excel Exhibition Center located in London. Visit Florida creates a Florida Pavilion for the state industry to exhibit their products and meet with travel agents, tour operators, and travel media. The UK market is the cornerstone of the Florida Keys international marketplace. The Florida Keys will continue to show a strong presence in this marketplace to build on existing trade relationships as well as identifying emerging “niche” travel markets. November 10-12 Visit USA Italy Showcase Milano, Italy Registration: $3300. Stacey Mitchell Co-op participation available at $1100. per delegate Immediately following World Travel Market, delegates from the U.S. will be traveling to Milano, Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient ò 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. November 12-13 Adventures in Travel Expo Dallas, TX Registration: $6950. Yves Vrielynck Co-op participation available at $750. per property. Brochure distribution available at $250. per property. Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The Texas consumer market has shown resilience in the economic downturn and tends to travel to our region in the shoulder months of spring and fall. With good lift, single digit unemployment and a stable economy, we forecast the TX region to be an area of growth potential for the destination. November 14-15 Florida Encounter with Visit Florida Daytona Beach, 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 2011 December 5-9 National Tour Association Las Vegas, NV Registration: $1500. TDC Staff The annual National Tour Association Convention brings together suppliers, buyers, destination marketing organizations (DMO’s) and attractions in one location to exchange information, ideas and share business strategies for the promotion of tourism to the attendee’s destination. NTA ò Convention will schedule 10 minute appointments between tour operators and destinations in the Destination Pavilion and provide a myriad of open scheduling sessions and networking opportunities for the Florida Keys to enjoy strong visibility, commitment and recognition at the convention. December 15 Holiday Showcase Chicago, IL Registration: $3500. J.Meier/Y.Vrielynck The Association Forum's annual Holiday Showcase is Chicagoland's #1 business services and meeting sites exhibition. Offering one-stop shopping, Showcase is an easy way to meet with suppliers and take care of multi faceted business needs in one day under one roof. In 2009, more than 2,000 qualified buyers were on the show floor that featured more than 400 booths and over 700 different businesses. This show attracts a different planner than that of the Motivation show. JANUARY 2012 January 10– 15 Vakantiebeurs Utrecht, The Netherlands Registration: $3250. Marcel Sprenger/Get it Across Considered the largest travel and tourism event in The Netherlands, over 136,000 consumers and travel trade attended this show last year. First day is limited to travel trade and media only with an appt. based format, and the TDC will have the ability to conduct one on one educational presentations with select members of the travel trade via a ‘fair share reception’ coordinated by Visit FL. The U.S. is the number one preferred long-haul destination for the Dutch market, capturing 32% of the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen adventure and eco tourism. January 14-15 LA Times/Adventures in Travel Expo Long Beach, CA Registration: $6950. Yves Vrielynck Co-op participation available at $750. per property. ò Brochure distribution available at $250. per property. Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. This event has partnered with the LA Times consumer show, which has been very successful in the past. January 14-15 Philadelphia Inquirer Travel Show Philadelphia, PA Registration: $3500. Sabine Chilton Co-op participation available at $750. per property. Brochure distribution available at $250. per property. The Florida Keys will be exhibiting at the largest consumer show in the Greater Philadelphia/South Jersey metro area. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Conceptually similar to the Boston Globe Consumer Show, members of the travel trade were available on site to book ‘show specials’. January 20-21 New York Travel and Adventure Show New York City, NY Registration: $6950. Jack Meier/Staff Co-op participation available at $750. per property Brochure Distribution available at $250. per property Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines 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 metropolitan tri-state area continues to be one of our key feeder markets in the winter season. January 28-29 ò Chicago Travel and Adventure Show Chicago, IL Registration: $6950. Jack Meier/Y. Vrielynck Co-op participation available at $750. per property Brochure distribution available at $250. per property. Formerly the Adventures in Travel Expo, this is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year’s show and the greater Chicago-land area continues to be one of our key winter feeder domestic markets FEBRUARY 2011 February 2-4 Florida Huddle Ft. Lauderdale, FL Registration: $2500. S.Chilton/S.Mitchell Co-op participation not available at this time. Keys exhibitors should contact International Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of registrants from the destination warrants. Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to promote Florida product to the international FIT and group tour market. There are only 2 shows per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as cost prohibitive and will give you Florida-specific exposure. February 10-12 The Boston Globe Travel Show Boston, MA Registration: $2800. Jack Meier/Staff The Florida Keys will be exhibiting at the largest consumer show in the New England area as part of the Visit Florida pavilion. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Last year more than 2,000 travel agents and 12,000 consumers attended this event, and ò Visit Florida stated that the Florida Keys were one of the most requested destinations within their pavilion. February 18-19 Adventures in Travel Expo Santa Clara, CA Registration: $6950. Stacey Mitchell/Staff Co-op participation available at $750. per property. Brochure distribution available at $250. per property. Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. February 18-20 Our World Underwater Dive Show Chicago, IL Registration: Covered by Dive Umbrella Yves Vrielynck Our World Underwater is a dive specific consumer show. Cooperative participation available to the first six (6) Dive Industry delegates at $300.00 per Dive Operator. This is a well-attended consumer show, catering to the Dive Consumer in the Midwest market, where research has shown a large percentage of certified divers. February 24-25 Texas Dive Show Dallas, TX Registration: Covered by Dive Umbrella Yves Vrielynck The Texas Dive Show is one in a series of smaller, regional scuba oriented promotional events emphasizing direct consumer contact with scuba suppliers, outfitters, destinations and a few retailers. We have enjoyed success with the Colorado Dive Show (a sister promotional event) and the Texas consumer market has shown resilience in the economic downturn and tends to travel to our region in the shoulder months of spring and fall. With good lift, single digit unemployment and a stable economy, we forecast the TX region to be an area of growth potential for the destination. ò February 24-26 Ferie for Alle Copenhagen, Denmark Registration: $5500. Sabine Chilton “Holidays for Everyone” is the largest tourism fair in Scandinavia. Although the event is held in Denmark, it pulls consumers from the surrounding Scandinavian region as well as northern Germany. The focus on this show is to highlight destinations that offer a respite from the harsh winters that are typical of Scandinavia, and due to the audience, the event focuses on holidays that offer attractions and activities that appeal to the athletic and adventure seeking Scandinavian traveler. Approximately 63,000 people are expected to attend over the weekend. This is the first time we are participating in this event. Brochure distribution will be available. February TBD Destination Showcase Washington, DC Registration: $5500. Jack Meier The Florida Keys and Key West will be exhibiting within Visit Florida Pavilion. With nearly 1,300 meeting professionals in attendance and more than 200 exhibiting destination-marketing organizations, the regional show is the meeting industry’s largest one-day event exclusively bringing pre-qualified meeting professionals together with exhibiting DMOs, convention and visitor bureaus and tourism boards from North America and beyond. MARCH 2012 March 2-4 Reiseliv Lillestrom, Norway Registration: $3200. Sabine Chilton Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market place for the Norwegians and international trade industry. The show is open to both travel trade and consumers. Last year’s attendance reached 40,000 visitors. Due to the importance of this growing market, it is time for us to physically attend this show. ITB March 7-11 Berlin, Germany Registration: $35000. S. Mitchell/Y. Vrielynck ò IGLTA Section: $ 1500. Steve Smith Co-opportunities available at $900. per property. Brochure distribution available at $300. per property. This trade fair is known as the world’s largest tourism showcase. ITB continues to be the “Must Attend” tradeshow for any one who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both niche market and mainstream trade. March 17-18 Washington Travel and Adventure Show Washington, DC Registration: $6950. J.Meier/S.Chilton Co-op participation available at $750. per property Brochure Distribution available at $250. per property Adventures in Travel Expo is the world’s premier event serving adventure, eco and outdoor tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year’s show and the greater DC/beltway area continues to be one of our key spring into early summer domestic feeder markets. March 17-18 New York GLBT Consumer Expo New York, NY Registration: $4000. Steve Smith Co-op available at $200. Limited number of delegate positions available. th For the 18 year, the Florida Keys and Key West will participate in one of New York’s most successful Gay and Lesbian consumer shows. Last year, 23,000 consumers and travel professionals attended. As a sponsor, our destination will gain more exposure prior to and during the show through direct mail promotions, posters discount coupons, etc. Running concurrently with the expo will be a Gay weddings exhibition. Gay weddings and commitment ceremonies are becoming big business both domestically and internationally, and Key West should position itself as the gay destination wedding location of choice to this lucrative market segment. ò March 23-25 Beneath the Sea Dive Show Secaucus, NJ Registration: Covered by Dive Umbrella Yves Vrielynck Co-op participation available to the Dive Industry at $300. per Dive Operator. Maximum number of participants will be from six to eight, and final participation will dictate booth space. This is a well-attended consumer show, catering to the Dive Consumer in the lucrative Northeast corridor. We received great exposure at the 2006 show and expect to increase exhibit space this year to 400 square feet. March 24-25 Pridefest of the Palm Beaches Palm Beach, FL Registration: $600.Steve Smith Cooperative participation available at $100 per delegate. This event draws thousands of consumers from the South Florida metro region. This Pride event is well attended and booth participation will be limited. Past participation shows a continued interest in the destination making this a strong venue for our summer season promotional efforts. Convenient, reasonably priced accessibility from this area to Key West makes the destination attractive to members of the communities surrounding the Palm Beaches. March TBD Success 2012 Meetings Marketplace Tampa, FL Registration: $775. Jack Meier Approximately 115 planners attended this one day conference held in conjunction with the monthly MPI luncheon. Attendees come from the greater Bay area as well as central Florida, a great geographical area to promote summer season meetings business. April 2012 April 9-14 IGLTA Annual Convention ò Floripa, Brazil Registration: $100. Steve Smith This annual event draws over 450 travel professionals. The event continues to grow as the IGLTA membership now exceeds 2,200. Competition for gay tourism dollars is increasing with new destinations vying for this lucrative travel segment. Attendance at this event includes networking and exhibiting amongst members of the travel trade who specialize in gay and lesbian travel. April 21 Miami Beach Pride Miami Beach, FL Registration: $575. Steve Smith This event draws approximately 30,000 consumers from metro Miami-Dade region. This Pride event is well attended and booth participation will be limited. Past participation shows a continued interest in the destination making this a strong venue for our marketing efforts. Estimated attendance at this year’s event reached 20,000 people. This is a great opportunity to showcase our destination to the South Florida traveler who could theoretically visit our destination during any time of the year, but whose propensity to do so occurs mostly in the summer and fall months. A cooperative promotion with the areas’ gay publications will offer additional exposure for the Keys during the pride weeks. April 21-25 TIA’s POW WOW Los Angeles, CA Registration: $18000. Staff Co-op participation available at $1200. per property. Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is key in pursuing the international market, with participants hailing from over 70 nations. This is the most important event for anyone who is interested in maintaining promotional efforts in the international marketplace. April 24-26 Collaborate Marketplace Las Vegas, NV ò Registration: $2850. Jack Meier Collaborate Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner’s needs in mind. The ‘reverse’ trade show style streamlines the planning process, saving time and money. The suppliers circulate the trade show floor to meet with meeting planners in pre-set appointments. Planners are pre-screened and must have the final decision making authority. Late April, TBD The Villages Travel Expo The Villages, FL Registration: $500. Staff The Villages markets itself as Florida’s largest and most active retirement community. With a population of 40,000 residents spanning over a three county area, an average HHI of $93,800 where 50% will pay cash for their home and 83% of the residents preferring mid-week travel, the demographics show promising potential to help boost our summer, fall and post-Christmas/early January time periods. The TDC will participate for the first time in this event promoting in state travel to a market segment that enjoys a disposable income and can theoretically travel at any time. April, TBD Sales Mission to Brazil Rio de Janeiro, Campinas, Brazilia Registration $3350. Sabine Chilton After a very successful first Brazilian mission last year with Visit Florida, we are planning to participate in this year’s sales mission focusing on the states of Rio de Janeiro and Sao Paulo. It is from within the interior of these regions that a majority of the travelers to Miami and ultimately the Keys originate. In addition to destination presentations and table top mini travel marts, we will participate in an invitation only VIP function where elite members of the travel trade and media will be present for interviews, in depth product education and networking. We will participate as part of our partnership with Visit Florida. MAY 2012 May 5-6 The Scuba Show Long Beach, CA ò Registration: Covered by Dive Umbrella Yves Vrielynck Co-op participation available at $300. per participant Now in its 22nd year, the annual Southern California based SCUBA Show has developed a reputation as not only the most successful consumer dive show in North America, but also the largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles metropolitan area and Southern California have the largest concentration of active certified divers in North America. Destinations exhibiting at this show include the Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California consumer market. May 10-13 New Hope Celebrates Pride New Hope, PA Registration: $150. Steve Smith th New Hope Celebrates is producing their 9 Pride Festival week. It begins with a section of Key West’s Sea to Sea flag unfurling in the center of town, and ends the following weekend with a pride parade and table top trade show. The event draws over 7,000 attendees. New Hope is somewhat a ‘sister city’ to Key West as many residents vacation in the Keys and many Key West residents vacation in New Hope. The media HHI in this area is estimated to be $93,500 with little to no effect from the recent economic downturn. May TBD German Market Sales Mission Munich, Zurich, Vienna Registration:N/A Stacey Mitchell, Yves Vrielynck With the assistance of our German sales office, the Florida Keys will be conducting sales calls and updating product managers in Austria, Germany and Switzerland on destination initiatives. We will focus on companies where operators don’t have the staff or budget to attend shows like FL Huddle or Pow Wow. As part of the road show, partners will be able to attend media functions coordinated through our German PR office in cities where appropriate. Industry participation is encouraged to showcase your product just prior to the crucial contracting season and product launch for 2012-2013. JUNE 2012 June 1-4 Gay Days Expo ò Orlando, FL Registration: $1000. Steve Smith/Jack Meier The Annual Gay Days Expo is a 3-day show each year during Gay Days in Orlando. At the expo you will find a variety of products from GLBT friendly vendors on display along with exciting entertainment. The Gay Days Expo has become one of the world’s largest GLBT travel, entertainment expo and business expos. Attending this show offers an opportunity to put your product in front of more than 15,000 affluent, well-educated and brand loyal Gay Days attendees. June 18-20 Incentive Travel Exchange Las Vegas, Nevada Registration: $9500. Jack Meier The Incentive Travel Exchange is committed to elevating the networking and exchanging of ideas between buyers and suppliers of incentive travel to new heights. This computer generated appointment event will pair 100 buyers and 100 suppliers of incentive travel for private one-to-one meetings in an exclusive setting where participants can generate productive and profitable dialogue. Each buyer will be hosted by The Exchange and be carefully screened to ensure that they are a top producing purchaser of incentive travel. Each invited supplier will undergo an equally rigorous screening process to verify that the products and services they represent are of an up-market standard. June 29-30 St. Petersburg Pride St. Petersburg, FL Registration: $575. Steve Smith Co-op participation available at $100. per delegate. This event draws approximately 30,000 consumers from the Tampa Bay region. This Pride event is well attended and booth participation will be limited. Past participation shows a continued interest in the destination making this a strong venue for our marketing efforts. Accessibility from this region includes flights via Continental and US Air, a combination of drive/ferry from Ft. Myers to Key West as well as the strictly drive market. This is a great opportunity to showcase our destination to the last minute summer or early fall consumer. A cooperative promotion with the areas’ gay publications will offer additional exposure for the Keys during the pride weeks. June TBD ò Scandinavian Sales Mission Copenhagen, Stockholm, Oslo, Helsinki Registration: $5800. Stacey Mitchell With Scandinavia being one of our emerging international markets, the destination will participate in a Visit Florida led sales initiative to the region focusing on the major tour operators, media and Visit USA Committees. We will train travel agents, educate tour operators on destination specific initiatives and conduct interviews with key members of the media where appropriate. July 2012 July 20-22 San Diego Pride San Diego, CA Registration: $1000. 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. GLBT travelers continue to visit Florida for their holidays, and the Keys have benefited from recent gay travel articles throughout California. This venue is an excellent opportunity to promote the Keys for GLBT commitment ceremonies and honeymoons. The only other viable competitive destination for consumers in this region would be Hawaii, which has almost the same flight time and has already been visited several times over by the GLBT community in CA. AUGUST 2012 August 10-12 Northalsted Market Days Chicago, IL Registration: $3000. Steve Smith/Jack Meier Co-op participation available at $200. for four (4) delegates. This event is in its 19th year, and has been a sell out the previous nine. 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 12-17 Virtuoso Travel Mart ò Las Vegas, NV Registration: $4500. Stacey Mitchell th The 24 annual Virtuoso Travel Mart speaks to the shared ability of the nation’s largest network of trusted travel advisors to make discerning travelers needs a reality. A Virtuoso traveler is one who enjoys unique experiences, distinctive accommodations, destinations with character and off the beaten path activities. The destination will participate in the appointment based travel mart forum, meeting one on one with travel agents interested in learning more about the Florida Keys and Key West. August TBD The Mark Travel Corporation/Funjet Vacations Product Launch Staff Funjet Vacations is the parent company of the Mark Travel Corporation, a wholesaler whose clientele includes both domestic and international visitors. The Mark Travel Group is also responsible for Southwest Airlines promotions which will be serving the Key West airport next year as part of the Southwest/Air Tran merger. August TBD Corporate Meeting and Incentive Sales Mission Jack Meier/Staff The TDC will be conducting a sales mission in the upper Midwest region targeting corporate and incentive meeting planners. We will be focusing on the Chicago, Minneapolis and Milwaukee Industry regions which have the country’s largest concentration of traditional incentive houses. participation and support is required in order to facilitate this promotional effort. August TBD Successful Meetings University TBD, FL Registration: $500. Jack Meier 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 of Florida. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in Florida during the warmer months. ò SEPTEMBER 2012 September, TBD IFTM (formerly Top Resa) and Tour Operator Presentations Paris and surrounding regions, France Registration:$5500. Sabine Chilton The Florida Keys and Key West will be participating with Visit Florida in France’s leading Travel Show visited last year by 16,455 trade visitors. We will also attend the fair share dinner where we will meet with key tour operators who have product in the destination. This show will be followed by a week of sales calls in Paris and Lyon, focusing on retail travel agencies selling Florida Keys properties. September, TBD Meetings Quest North Carolina Charlotte, NC Registration: $2500. Jack Meier Co-op participation available at $750. per property. This event is designed with both time and budget in mind, whose goal it is to attract the meeting & incentive professional with unparalleled multi-level education. Additionally, the exhibition provides attendees sufficient time to visit and explore every participating vendor. The event boasts a 3:1 ratio of qualified planners to exhibitors that accomplishes the workload of two weeks of sales calls within a 3 hour timeframe. Area sales presentations can be planned pre/post event. This opportunity allows for continued face to face relationship selling in the critical southeast sector, vying for the short term fall corporate business as well as long term consideration for winter of 2011. September, TBD La Cumbre Orlando, FL Registration: $3800. Sabine Chilton La Cumbre is the premier travel industry conference for the sales and marketing of travel to the U.S. from Latin America and the Caribbean. The event features a computer matched appointment ò scheduling system enabling buyers and suppliers to meet in a formal business environment. The buyers consist of 500 product managers, tour operators, retail travel agents and U.S. receptive operators representing 25 Latin American and Caribbean basin countries. Ongoing Sales Efforts Destination Days Sales Staff Presentations and destination training will be conducted to travel trade professionals in the South Florida area. These travel trade professionals include Certified Vacations/Delta Dream Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies. Electronic Marketing Sales Staff In an effort to increase our exposure to all market segments, sales staff will develop electronic marketing promotions utilizing our current database. These efforts will include electronic postcards, flash programs, e-newsletters, e-zines as well as video. These efforts can be utilized as pre- promotional event notices, follow up tool to trade show participation as well as updates and periodic communications to established clientele base. In addition, on line educational portals, known as Travel Universities, have been created to offer continuing education on the destination to members of the travel trade both internationally and domestically. ò CELLET TRAVEL SERVICES, LTD. - UNITED KINGDOM Services Provided: Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfillment through fulfillment house Conduct sales calls on behalf of destination Act as a resource by providing support for trade professionals Liaise with offices of Visit Florida in UK Liaise with KBC Public Relations Advise TDC and advertising agency on UK market trends & issues Monthly Sales Report Maintain strong alliance with Visit USA Association Personnel, administration, office facilities, consultation, communications Manage European Financial Operation Other operating costs Fee $48000 Operating Budget: Trade Events, Exhibits, Promotions, Special Projects: ActivityActual cost ExpensesFeesTotals Consumer Shows $4000 $0$2000 $6000 UK Website $0$0$1000 $1000 World Travel Market $0 $1500 $2000 $3500 VIP Tour Operator FAM $0 $2500 $2000 $4500 Visit Florida $0$3000 $4000 $7000 Coop Marketing/UK $0 $9000 $1000 $10000 ACE Membership $4000 $4000 Sales Mission $2500 $3000 $5500 Travel University $7000 $3000 $10000 Newsletter $1500 $1000 $2500 Electronic marketing $1000 $1000 Resources $10000 Sub-total $65000 Total United Kingdom Budget $113,000 ò SCOPE OF SERVICES in FY 2012 Get It Across Marketing October 01, 2011-September 30, 2012 Germany (Switzerland, Austria) Basic Services Provided Maintain Florida Keys dedicated Phone/Fax line (+49 221 2336 451/450) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfilment through fulfilment house (Presse & Touristikdienst Nentwich) Act as resource by providing support for trade professionals Maintain strong alliance with Visit USA Committee Liaise with MikullaGoldmann Public Relations Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (diving, gay & lesbian, modern outdoor sports, cultural) Misc. operating costs Total Basic Services $24050 Operating Budget EUR 1.00 = USD 1.50 Costs Fee Total 1) Sales Calls Budget: Niche Markets $6000 $2500 $8500 Tour operators (Diving, Gay, Outdoor sports, cultural) Sales Mission to Munich, Zurich and Vienna (May 2012) 2) Specialized Shows: Booth & Assistance ITB 2012, Berlin, March 11-15, 2012:$3000 $3000 $6000 (covers app. scheduling, booth assist./ booth manning) Vakantiebeurs 2012, January 11-16 $1500 $2250 $3750 Leading Dutch trade show with tour operator component Gay Programs- 2012 - Germany $3500 $2000 $5500 Gay Prides in July 2012 and other gay related promotions 3) Travel Trade Trainings / Roadshows / Seminars $3000 $2400 $5400 Neckermann/Thomas Cook Florida Program (covers registration, travel and coordination) ò $2500 $1000 $3500 Visit USA Seminar Austria, Feb 2012 Registration, travel and coordination Visit USA Seminar Switzerland, Feb 2012$4500 $2000 $6500 Registration, travel and coordination 4) German Florida Keys E-Newsletter -Prod. Of 1x external E-Newsletter via Supercom (trade) $700 $800 $1500 -Prod. Of 2x internal E-Newsletter (consumers) $3000 $3000 5) FAM TOUR$1500 $2000 $3500 Travel Agency Fam together with TO 6) German Fla-Keys Mini Sites $800 $800 Coordination of updates/ changes 7) German Product Inventory $3000 $3000 Summer 2012 inventory and analysis 8) Consumer Travel Shows:$2000 $500 $2500 Brochure Distribution: Stuttgart, Hamburg, Munich Vienna with Amerika Reisen$800 $200 $1000 Switzerland (Lucern with Skytours) $800 $200 $1000 9) Office Resources$1550 $1550 Total Operating Budget $32150$24850$57000 Total Operating Budget $57000 $24050 Total Basic Services Total Germany (Switzerland, Austria) Budget 81,050.00 $ ò Memberships American Society of Travel Agents (ASTA) $549 Hospitality Sales & Marketing Association International $1060 Receptive Services Assoc. of America (RSAA) $500 Travel Industry Association of America (TIA)$2750 International Gay and Lesbian Travel Association (IGLTA) $250 Visit USA Belgium/Luxembourg $650 Visit USA France $1500 Visit USA Netherlands $1000 Visit USA Norway $700 Visit USA United Kingdom $850 Visit USA Germany $2120 Visit USA Ireland $1200 Visit USA Italy $1200 Visit USA Sweden $700 Society of Govt Travel Planners $375 Meeting Planners International $650 Association Forum of Chicago $395 Florida Society of Assoc Exec $225 Tallahassee Society of Assoc Exec $115 Destination Marketing Association International $2500 National Tour Association $600 American Bus Association $475 Adventure Travel Trade Association $750 No. American Journeys (NAJ) $3900 National Gay and Lesbian Chamber of Commerce $100 International Gay and Lesbian Chamber of Commerce $325 Total Memberships $25,439 ò 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. ò BUDGET Promotional Activities $235,225 Travel Expenses $140,000 Postage/Phone/Xerox $55,000 Memberships $25,439 Entertainment $8,000 Resources $125,336 Cellet $194,050 TOTAL LINE ITEMS $783,050 ò K. PUBLIC RELATIONS NewmanPR’s public relations plan for the Florida Keys & Key West is based on the objectives and goals determined by the TDC for the 2011-12 fiscal year. Focusing on traditional, nontraditional/social and emerging media and promotional avenues, the agency will work in concert with the TDC’s overall marketing efforts to enhance the image of the Florida Keys & Key West as an unparalleled vacation destination. The 2011-12 PR program will utilize an overall theme, “Create Your Keys Connection,” that evolved from the successful 2010-11 theme of “Experience the Keys Connection.” Underlying all aspects of the agency’s PR efforts for the year, the theme promotes a Keys vacation as a creative, personalized experience whose lasting intangible value far exceeds that of traditional passive vacations. The 2011-12 public relations program will emphasize “unplugged” getaways and eco-tourism, learning and voluntourism vacations, participatory arts-based experiences, repeat business and longer stays — particularly for the family, wedding and soft-adventure markets — through experiential rather than passive vacations. Within these parameters, the agency will continue focusing on gay and lesbian markets, promote the Keys’ “green” attributes, work to “grow” travel during the destination’s traditionally slow periods and utilize special events and anniversaries to showcase the uniqueness of the Keys experience. Appropriate and well-crafted public relations programs typically result in greater client credibility than most other marketing efforts. NewmanPR and its affiliates consistently secure media exposure for the Keys that is valued at many times the TDC’s PR promotional budget, and expect to continue doing so in the upcoming fiscal year. The agency will work with its strong established network of print, broadcast and on-line media, while expanding social media and emerging media opportunities as appropriate, to maximize communication of the Keys’ attributes, offerings, and overall message. The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year beginning Oct. 1, 2011. Objectives Through PR messaging, to motivate repeat visitors and attract new visitors while promoting the value of longer stays to both markets. To promote the Florida Keys & Key West as an ideal destination for personalized, creative, “unplugged” vacation experiences. To promote awareness of, and bolster the destination’s image as, a vacation venue where visitors can make personal connections to things and people that matter to them. To promote the Keys as destination offering meaningful and enjoyable experiential and volunteering vacations. To promote international, national and statewide awareness and image of the Florida Keys & Key West as a destination concerned about protecting and preserving the environment. K - 1 To promote awareness and image of Florida Keys special events and attractions. To promote the destination’s acceptance of and support for diversity to both domestic and international gay and lesbian markets. To continue targeting international markets in England, Ireland, Scotland, Scandinavian and German-speaking countries, as well as emerging markets, through affiliations with contracted UK and German PR firms. To continue targeting specialty markets including diving, wedding/honeymoons, art/culture, and guided sportfishing excursions. To continue enhancing and maintaining the tourism council’s official website and media website. Goals To develop a major publicity and promotional campaign to mark the 100th anniversary of the Oversea Railway’s completion, and the modern-day Overseas Highway “road trip” experience that follows the railroad’s path. To increase awareness of “voluntourism” opportunities in the Keys by interfacing with Tinsley Advertising and FloridaKeys.com to expand the fla-keys.com/volunteer page into a full section that would communicate various initiatives around the Keys. Develop a separate press trip concentrating on those opportunities as well as a Video of the Week feature on “voluntourism.” To develop family travel as a means to encourage repeat visits and longer stays, through the development of a Keys Family Travel website section and an animated family travel video package. To develop a domestic press trip highlighting the destination’s visual and literary arts experiences. To expand the new Photo Adventure micro site experience by developing a companion Photo Adventure app platform for smartphones. To create additional conventional and social travel media coverage of the Florida Keys, by staging a chapter meeting of the Society of American Travel Writers in the destination. To develop up to 30 British and European media representatives to visit the Keys, either in groups or as individuals, to promote the wide range of activities and attractions available. To develop an On-line Video Sharing campaign featuring a series of 10 custom Florida Keys videos, presented by a United Kingdom television professional, to be distributed to U.K. media websites with content that covers a gamut of topics ranging from an overall Keys experience, to visual arts and special events. To develop an Italian-based PR firm agreement to establish a dedicated consumer and trade communications program in Italy. K - 2 Domestic Overview As in past years, NewmanPR will combine a generic, carefully planned “image” public relations program to promote the Florida Keys & Key West with the flexibility to take advantage of spontaneous opportunities as they arise. Elements of the generic program include updating and creating Keys travel releases distributed via the Florida Keys & Key West media kit, website, and arranging group and individual media research trips to the destination. Equally important, the agency will concentrate on researching, writing and distributing specialized travel releases to targeted media outlets including print, broadcast, Internet and social media. Unlike most other public relations firms, NewmanPR strongly believes in meeting the needs of the media by producing print, broadcast and online materials crafted to exceed the highest production standards set by leading national media. A long-term history of anticipating media requests, providing quality materials and adhering to strict standards of truthfulness has resulted in an unparalleled relationship with national and international television networks, wire services and other media outlets — and, therefore, the most widespread coverage possible for the destination. Through its Florida Keys News Bureau, created on behalf of the destination, the agency will continue to produce spot news stories whenever warranted, distributing them to mainstream, regional, national and international print, broadcast and Internet venues. Whether focusing on elements of indigenous special events or capitalizing on unforeseen occurrences, spot stories haven proven extremely valuable in increasing positive awareness of the destination. For distribution, the agency utilizes extensive, continually updated databases. Currently, thousands of records are kept on journalists in the United States. Virtually all story and photograph distribution is accomplished electronically, either via electronic mail or by transmitting to wire service computer systems. Implementation and Theme The agency has selected “Create Your Keys Connection” as the theme to underlie its overall 2011- 12 PR efforts. This theme is an evolution from the 2010-11 theme of “Experience the Keys Connection” that positioned the Florida Keys vacation as a participatory experience that allows visitors to make meaningful personal connections. The 2011-12 theme enlarges and expands that experiential and personalized vacation concept by emphasizing the creative possibilities, rather than passive nature, of the Keys vacation experience. That creativity can be manifested in a learning vacation, family voluntourism opportunity, development of visual or literary artistry, or simply unplugging and renewing the spirit in a uniquely creative setting. The theme also develops the concept of a Keys vacation as a time to forge personal connections of value. PR activities will present ways in which visitors can tailor and personalize their Keys experience to connect with family members, nature and the outdoors, a unique history, the underwater world, their spouse or partner, or other elements. By doing so, they also forge a positive and meaningful connection with the destination that encourages repeat visits. K - 3 This theme will be carried out during the 2011-12 fiscal year through targeted group media trips, press releases and promotions — including one spotlighting the 100th anniversary of Henry Flagler’s Oversea Railway, the original “Keys connection” that changed the face of the island chain forever. Through the theme and programs based on it, the agency will promote the meaning and value of the Keys vacation experience. Efforts will be focused around encouraging media, and their audiences, to make their own lasting connection with the island chain. Elements of the plan will position the Keys as a leading destination for intriguing educational travel, participatory visual and literary arts as well as performing arts, eco-tourism and voluntourism, weddings and honeymoons, soft-adventure activities and family travel. All travel media relations projects feature significant marketing efforts to publicize the Keys website and toll-free number, as well as the destination’s multiple social media outlets, to provide a call to action. Domestic Press Trips In designing group press trips for 2011-12, the agency plans to enlarge its focus on reputable social media representatives, while continuing to target leading print, broadcast and web-based journalists. We will communicate the Keys’ messaging to representatives of quality on-line travel portals, travel websites with a strong editorial focus and journalists writing for significant leading travel blogs with large audiences. The agency also will nurture its valuable existing relationships with broadcast and Internet broadcast media, and representatives from successful traditional media outlets, while mining valuable new contacts in all media fields. Press trips will target representatives of traditional, new and emerging media, using all appropriate avenues to showcase the Keys travel experience to their audiences. In addition, an emphasis will be placed on attracting Florida media and writers from publications targeted to seniors to promote visits by in-state travelers, and the fast-growing senior market, especially during typically slower months. Senior publications will include the newspaper of The Villages, Florida’s well-known senior community, as well as magazines and on-line outlets serving the market. Through their topics and the experiences they present, domestic group press trips will focus on encouraging longer stays and repeat visits. Trips will include the following: So You Think You’ve Seen the Keys This press trip will encourage repeat visits by focusing on hidden gems throughout the Florida Keys — places and activities that travelers are likely to miss on their first visit, thereby providing them a reason to return. The itinerary will include little-known, new or exclusive places and activities in the Keys. For example, the botanic gardens at Kona Kai in Key Largo, the Morada Way Arts District in Islamorada, a dinner at the beachside Hideaway Café on Grassy Key, a Segway tour of Duck Key, a snorkel tour and private island “fish feast” in the Lower Keys, and a dolphin watching excursion with Captain Victoria Impallomeni or a jetpack flight in Key West. The trip will be crafted to encourage participating media’s audiences to revisit the Keys, explore the island chain beyond the Overseas Highway and Duval Street, and discover a richer, out-of-the-mainstream Keys experience. K - 4 Vibrant Voluntourism In keeping with the popularity of eco-responsible, experiential and “voluntourism” vacations, this press trip will explore ways visitors can make a positive difference while enjoying and learning about the Keys environment. The itinerary may include volunteering at animal rescue and rehabilitation facilities such as Marine Mammal Conservancy, participating in reef or shoreline cleanups, volunteering for coral restoration projects or fish counts, assisting at a dolphin center or Marathon’s Turtle Hospital, or even learning and practicing sustainable fishing techniques. As well as mainstream print and web-based travel media, this trip will be targeted to family and environmental outlets. Abundant Arts, Literary Legends Focusing on the Florida Keys’ literary and artistic richness, this trip will feature activities ranging from hands-on painting experiences to attending Hemingway Days’ literary events and discovering the Key West literary community that Hemingway began. Literary activities will include a behind- the-scenes exploration of the Hemingway exhibit and archive at the Key West Museum of Art & History and attending the finale of the internationally recognized Lorian Hemingway Short Story Competition. Journalists will explore the visual arts, and their own creativity, through activities including a gallery walk and hands-on painting session at Islamorada’s Morada Way Arts District, visits to galleries and working artists’ studios throughout the Keys, and an artist-led watercolor workshop where participants paint the famed Keys sunset. Journalists targeted will include representatives of cultural and arts media as well as mainstream and women’s outlets. Individual Media Research Trips In addition to group trips, the agency will continue to direct significant resources toward assisting domestic print, Internet and broadcast journalists on individual trips, since individual exploration often allows for 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 onsite escort to help journalists meet individual story needs. The agency also provides media kits, high-resolution photographs and HD video footage as appropriate. Please note that, before arranging complimentary or reduced-rate lodging or expending other resources, agency staff members research and qualify all media representatives not previously known to NewmanPR. 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 that further positive exposure for the destination. Website Enhancements The PR agency manages the general destination news section of fla-keys.com. The agency posts new content to this section several times per week. This content promotes all aspects of the destination with pieces spotlighting cultural activities, special events, attractions, family travel opportunities, eco-tourism, watersports and adventure, diving and snorkeling and fishing tournaments. Pieces also are posted that take advantage of spot news opportunities. The news section also is valuable in K - 5 situations that require emergency 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. The agency rounds out the material posted on the website, and particularly its generic sections, by providing pieces that highlight each district’s history and flavor. Among them are “Keys Voices” profiles that enable media and consumer audiences to “meet” some of the engaging and occasionally quirky people who call each district home. For 2011-12, the agency plans to enhance its provided website content, working with the TDC’s web provider, in several significant ways. First, the site’s wedding section will be expanded and updated, with an increased focus on unique and “indigenous” Keys wedding opportunities. Since wedding and honeymoon travelers tend to favor multi-day stays and repeat visits, an enhanced website section will better showcase offerings targeted to this market. Second, a section similar to the “green travel” section will be created to spotlight family travel opportunities and activities throughout the destination. This section will promote family travel as a means to encourage repeat visits and longer stays, and will feature an animated family travel video piece. Third, the agency plans to create a section focusing on Keyswide travel opportunities and activities for the senior market. It will feature events, attractions and elements of interest to senior travelers, while addressing the market’s special needs and providing practical tips to maximize enjoyment of the Keys vacation experience. Further evolution of the Florida Keys Photo Adventure micro site developed in 2011 also is planned to increase user response and interactivity. In addition to continuing to feature a select Image of the Month submitted by users, the agency is exploring the feasibility of a photo contest whose prizes include a Florida Keys stay and photography class session with one of the expert photographers featured on the site. In addition, a Photo Adventure app will be developed to bring the Photo Adventure micro site’s content to smartphone users and expand its “instant” applicability. Finally, while the agency already encourages the pay-it-forward concept of volunteering through the established web page www.fla-keys.com/volunteer, the page will be developed to become an ever- evolving platform for available Keyswide volunteer efforts. These may include opportunities in coral restoration, annual fish counts, assisting at wild bird centers and animal rescue facilities, adopt-a- trail efforts and reef cleanups, lionfish derbies and other activities in which vacationers can help improve the Florida Keys environment. On-line Press Room The agency continues to manage and provide content and journalist-friendly resources for media representatives through its online “press room.” These resources include an extensive on-line press kit and high-resolution photographs of each district and selected special events formatted for download. NewmanPR continues to add and refine content to make the section a useful and respected resource for media. In 2011-12, the media site is to be redesigned to reflect the new fla- keys.com website and upgrade features. K - 6 Press Releases In 2010-11, NewmanPR streamlined and updated its existing print and on-line Florida Keys & Key West press kit to meet the needs of the rapidly growing Internet media community and the evolving needs of traditional media. For 2011-12, the agency will continue to write and distribute travel and news-oriented stories, special events-oriented releases, the quarterly “What’s New in the Florida Keys” feature and an annual “What’s New” geared to meeting planners. In addition, significant attention will be paid to crafting a series of targeted press releases designed to forward the overall PR theme of “Create Your Keys Connection.” These pieces will be utilized for media release, appear in issues of the monthly e-newsletter and be incorporated into the print and on-line press kit as appropriate. Specific news releases planned for 2011-12 include: Learning Vacations Mean Keys Family Fun —Any healthy and active individual as young as age 10 can learn and enjoy scuba diving, and children even younger are learning to fish and entering fishing tournaments’ youth divisions. This release will spotlight opportunities for families with children to bond during soft-adventure learning vacations —learning skills and sports including fishing, paddleboarding, sailing, kayaking and even getting their dive certifications together during three- to five-day vacation courses. 50 Years of Conch Culture — Inspired by the 50th anniversary of the Conch Shell Blowing Contest, this release will discuss the history and development of the Conch Republic, symbolism of the conch shell to the Florida Keys and the history and influences of the Bahamian culture in the Florida Keys. Creativity in the Keys — This release will allow media and their readers to “meet” leading visual artists from all districts of the Keys such as Stacie Krupa, Rocky Ferris, Susan Sugar, Jim Salem, Wyland, Kim Workman and others who capture the flavor of the Keys in their art. It will also spotlight hands-on opportunities for vacationers to explore their own creativity by taking art classes taught by local artists, and explore the Keys’ artistic history that dates back to Audubon’s day. Keys Girls’ Getaway Unplugged —This release focuses on ways to strengthen a connection with good friends through a “decompression” getaway to the Keys with girlfriends. It will focus on low- tech ways to recharge and renew — through cultural activities, spa experiences, dolphin watching and other eco-escapes, and just relaxing in the Keys’ laidback atmosphere. Keys Brocation Unplugged — This release will explorevacation experiences for urban guys seeking to escape “real-world” pressures in the company of male friends. Activities to highlight will include tech and wreck diving, spear fishing, offshore fishing, kiteboarding and the new JetPack Adventures. So You Think You’ve Seen the Keys — Like the press trip outlined earlier, this release will encourage repeat visits by focusing on little-known or new places and activities that travelers probably missed on their first visit. These may include the botanic gardens at Kona Kai in Key Largo, the Morada Way Arts District in Islamorada, in–water sea lion encounters at Dolphin K - 7 Research Center, a snorkel tour and private island “fish feast” in the Lower Keys and a jetpack flight in Key West. ‘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 arts/cultural highlights, profiles of notable Keys personalities and a calendar of upcoming events. In 2010-11 the agency added content on family-friendly events and attractions to each issue, and continued the popular “Green Scene” monthly feature spotlighting an environmentally positive event, activity or attribute of the island chain. For 2011-12, agency will introduce an annual culturally themed “special issue” e-newsletter for distribution in late fall or early winter. This issue will feature the upcoming season’s most significant activities and events related to literary, visual and performing arts in all Keys districts. In addition, the focus will be on expanding “Keys Traveler” readership and reach utilizing a variety of methods. These may include exploring opportunities with the TDC’s advertising agency to place ad banners with opt-in subscriber links in appropriate venues, one-time distribution to carefully selected outside e-mail lists to target opt-in subscribers, or creating a Facebook contest to increase readership. ‘Keys Traveler’ Annual Magazine As in past years, the agency will write, choose and obtain photography, design and have printed an annual “Keys Traveler” magazine to be distributed at World Travel Market and other U.S. and international venues. Over the past several years, the publication has been developed from a large- format newsletter to a full-color 16-page glossy magazine showcasing highlights from all districts of the Keys. The 2011-12 magazine will evolve to include an associated video feature for each major article, which readers can access by using their smartphones to scan a bar code printed on the magazine. The video content will be similar to the agency’s regularly produced “video of the week” features focused on particular activities, attractions or events. ‘Keys Voices’ Feature Blog The agency’s 2010-11 efforts to increase the audience of the “Keys Voices Weekly Feature” proved successful and will be continued. Efforts in the upcoming year will center on further maximizing the “Keys Voices” positioning and audience of consumers, while increasing visibility and usefulness to media audiences seeking Keys story ideas. Emphasis will continue on posting Twitter and Facebook announcements of each new “Keys Voices” entry, utilizing links within each post, and incorporating Keys imagery and video segments into the features. K - 8 During fiscal year 2010-11, the agency launched a twice-monthly blog geared to the LGBT market and written by the TDC’s Steve Smith. To be continued throughout the coming year, the LGBT blog is written in a friendly tone with informative feature-style content. Topics include festivals and events, atmosphere, water activities, attractions, favorite hotspots, unique characters and more. In addition, the agency works with floridakeys.com to distribute teaser copy and live links to each LGBT blog entry directly to consumers via an opt-in e-mail address list. During 2011-12, NewmanPR also plans to explore the creation of a Keys blog geared to the senior market. It would appear twice monthly, as does the LGBT blog, and be written by a contracted senior writer with a wide knowledge of the Keys. Articles would feature activities, events and attributes of the destination that appeal to the active senior market, while addressing the special needs of senior travelers and offering practical tips. The blog’s debut would be promoted widely to senior media to gain readership, and may include initial distribution to a purchased e-mail list with an opt-in subscriber link. Other Electronic Venues The agency will continue to carry the destination’s messaging to media and consumers through You Tube and social media such as Facebook and Twitter. Targeting messages directly to the consumer is an increasingly effective marketing tool, particularly as it creates “cyber-buzz” among consumers that engages the interest of potential travelers. Among the agency’s most effective nontraditional marketing efforts, which will be continued in the upcoming fiscal year, is the uploading of all “video of the week” segments and most video news releases to the agency-created Florida Keys TravelVision channel on You Tube. For example, the You Tube video news package on the Florida Keys becoming the first U.S. destination to offer visitors a levitation-like “jetpack” flight received more than 8,000 views in 96 hours. In 2011-12, NewmanPR will expand its promotional use of appropriate and reputable social media in carrying the destination’s messages to consumers. Social media contests and giveaways will be explored to further connect with consumers and build a stronger following. Contests may include trivia challenges or “treasure hunts” that require visitors to search the TDC’s official website or e-newsletters to learn more about the Florida Keys & Key West, photo contests to submit the Keys’ Facebook default photo of the month, or You Tube video contests for visitors to document their best Keys vacation. Facebook, more than Twitter, remains one of the most viable social network platforms and an effective mode of conversation between potential visitors and repeat travelers. Because of its vast reach, a well-crafted rules-based promotion would be effective as a means to increase awareness of the destination as well as gain more fans and friends. Social media has also proved useful in crisis communications situations and will be utilized in that manner if conditions require it. K - 9 Additional Programs/Promotions Additional public relations promotions will focus on increased communication of the Keys’ message through traditional and developing media venues, showcasing the destination as an ideal site for personalized experiential vacations, raising awareness of the Keys’ rich history and creative community, and increasing awareness of the Keys’ attributes to the Florida market to encourage off- season travel. Promotions for 2011-12 include: Oversea Railway Anniversary Promotion The 100th anniversary of the 1912 completion of the Overseas Railway, which linked the Florida Keys to mainland Florida for the first time, is to be showcased through celebrations and commemorations throughout the Florida Keys. Celebrations began in 2011 and will continue through a January 2012 festival scheduled to culminate on the anniversary of the first train’s arrival in Key West. In 2011, the agency began a widespread promotion to showcase the railroad’s history using the anniversary and pre-anniversary events as a focus. Elements include a win-a-vacation competition with prizes of Keyswide vacation experiences whose itineraries allow winners to follow the route of the historic railroad. The competition is to be publicized through print, radio and social media venues. As well as providing support and input to the organizers of the centennial anniversary, NewmanPR is working with the creators of the event website to provide content to the site, producing a comprehensive press kit to provide to media, producing railroad and centennial “video of the week” segments, pitching national broadcast outlets to cover anniversary events and planning a schedule of spot news packages on events as they take place. Oversea Railway Centennial Anniversary Documentary/PBS Since 2010, NewmanPR has been in discussions with WPBT/PBS/Channel 2 (Community Television Foundation of South Florida) about the production of a one-hour documentary chronicling the historic construction of Henry Flagler’s Oversea Railway, to debut before the railroad’s centennial anniversary in January 2012. The agency will provide extensive support for the documentary, which is to tie Flagler’s efforts to the growth of Keys as a destination for visitors, showcase the contemporary Overseas Highway and feature railroad-related contemporary Keys attractions including Pigeon Key and the Key West Museum of Art & History. The program is to air on WPBT on or about Jan. 5, 2012, followed by distribution to public television stations throughout Florida with potential viewership of about 7 million people. Florida Keys Cuisine — A Three-Show Florida PBS Series NewmanPR is working with with WPBT/PBS/Channel 2 (Community Television Foundation of South Florida) to produce a three-part broadcast and interactive media series tentatively titled “Florida Keys Cuisine.” The show, to be shot in various locations throughout the Keys, blends cooking, a Keys travelogue, Keys character, restaurants and local chefs and three Keys culinary festivals: the Original Marathon Seafood Festival, Key Largo Stone Crab Festival and Key West Food & Wine Festival. The agency will provide significant support for the documentary and its associated “Florida Keys Cuisine” interactive website. K - 10 Programs are to begin airing on WPBT on or about June 1, 2012, followed by distribution to public television stations throughout Florida with potential viewership of about 7 million people. The timing means this documentary should reach Florida audiences with a positive Keys message when they are planning summer/fall vacations. Society of Environmental Journalists Conference and Post Keys Trip In October, some 1,000 members of the Society of Environmental Journalists are to gather in Miami for an annual conference. Founded in 1990, SEJ is the world’s oldest and largest membership association of professional journalists, educators and students dedicated to more and better coverage of environmental issues. The group has members working in print, broadcast and on-line news media throughout the U.S., Canada, Mexico and 27 other countries. The PR agency plans to interface with journalists at the conference to showcase various positive environmental projects in the Keys such as Ken Nedimeyer’s Coral Restoration Foundation, the Turtle Hospital, Florida Keys Wild Bird Center and the Florida Keys National Marine Sanctuary. Representatives of these organizations will be invited to participate with the TDC in the exhibit hall of the conference. In conjunction with the conference, the agency has been working with organizers on a four-day/three-night tour of the Florida Keys Spruance Commissioning Project The Navy recently announced that the USS SPRUANCE (DDG 111), the Navy's most advanced Arleigh Burke Class, Aegis Guided Missile Destroyer, is to be commissioned in Key West Oct. 1, 2011. The event is expected to draw thousands to the port following a week of events and activities for the crew and their families. Working with Navy public affairs officials, the agency plans to provide media support for the commissioning by utilizing the full capability of the Florida Keys News Bureau to distribute video, audio, words and still photo content to conventional and social media resources around the U.S. and world. The Conch Connection: 50th Annual Conch Shell Blowing Contest The 50th annual Conch Shell Blowing Contest will take place in March 2012. Before and during the contest, the agency will seek widespread media coverage to promote the event itself, the history and symbolism of the conch shell to the Florida Keys, conch as a signature Keys dish and the founding of the Conch Republic. Planned elements of the promotion include the production, and You Tube and social media distribution, of a “How to Blow a Conch Shell” video with Clinton Curry, a sixth- generation Conch with a strong knowledge of local history. Spot News The Keys’ year-round calendar of special events and festivals provides a proven platform for spot press coverage that showcases colorful, visual and indigenous activities taking place during these planned festivals. The agency will continue to produce and distribute coverage of events at all opportunities, with expanded distribution to appropriate social media outlets. Focus will be placed not just on the event itself, but also on its value in showcasing the unique environmental and cultural attributes of the destination. In addition, any significant news event with the potential to create a favorable image for the Florida Keys will be maximized by the agency through spot coverage. K - 11 Travel Trade Public Relations The agency strives for placement of Florida Keys news items in travel trade publications, and regularly connects with hotel associations, chambers of commerce and other sources for tourism infrastructure improvements that provide meaningful news. Results are distributed to appropriate travel trade sources. Stories regarding major Keys events are rewritten for travel trade publications and the agency attempts to maintain high awareness of the TDC’s sales and marketing staff. Local PR Support The agency contracts with a correspondent or “stringer” in the Upper and Middle Keys and its Key West–based account executive performs the duties of stringer for the Lower Keys and Key West. These in-Keys personnel are on hand to maximize story coverage opportunities within their districts for both the agency and media, provide personalized assistance to journalists ranging from suggesting story topics to setting up interviews, assist production crews shooting travel segments or features in the Keys, cover local and spot news events, attend District Advisory Committee meetings and Umbrella Committee meetings and assist in other important aspects of the public relations plan. District Programs The agency’s correspondents in the Upper/Middle Keys and Lower Keys/Key West liaise with local contacts and industry representatives in their respective districts to assist in providing support to journalists on individual story-gathering trips. Correspondents also work closely with contacts within their districts to identify and facilitate producing area features and spot news reports that provide positive coverage for the district. Umbrella Programs As in past years, the agency plans to provide public relations support to the Fishing, Cultural and Dive Umbrellas and promote events and offerings that well represent each umbrella. Such efforts are funded by a line item in umbrella’s budget to promote these specialty markets and events. Special Events The agency will continue to expend significant effort and resources to promote special events and festivals, since they provide a major “draw” for visitors and a timely and well-proven “news hook” to generate media coverage. As well as writing pre-event releases and creating and distributing story, photography and broadcast news packages during such events, continued focus is being placed on providing sound with event representatives to radio and Internet radio media. The events and their coverage packages also will be promoted through You Tube and appropriate social media outlets. K - 12 The agency allocates its time and resources for event-based promotional activities based on each event’s “indigenous” aspects, value in attracting overnight visitors and overall usefulness in increasing awareness of one or more positive aspects of the destination. Effort also will be expended to provide support and coverage to new and emerging events as the events merit. A line item in the expense budget provides PR expenses for indigenous and PR-worthy Keys events that lack appropriate support funds. Because many Keys events provide a platform to spotlight unique attributes, attitudes and cultural and environmental aspects of the Florida Keys, press releases and spot news packages will focus on adding value to the event coverage by giving it a secondary focus of showcasing ongoing attributes of the destination. Broadcast Support In past years, the agency has sought and secured opportunities for live broadcasts from various Florida Keys locations by major morning shows and cable television networks. These have included such shows as “Today,” “Good Morning America” and CBS’s “Early Show” as well as programming for PBS, ESPN, The Weather Channel, the Food Network and other leading broadcast outlets. The agency will continue working to attract national television shows, and major-market and national radio programs, to execute live or taped broadcasts from the Keys that showcase the destination’s cultural, environmental, historic and visitor-friendly attributes. Therefore, the PR budget includes funds to provide discretionary support for such broadcasts. Collaboration With Other Industry Professionals The agency will continue to take advantage of opportunities to collaborate with public relations entities that represent individual Keys resorts and attractions. In addition, as appropriate, collaborative efforts will be executed with the public relations offices of Visit USA and Visit Florida. Synergistic connections will also be made with other tourist development councils and tourism boards as well as representatives of airlines and cruise lines serving the Keys. Cooperative Promotions To maximize opportunities and cost-effectiveness on behalf of the destination, the agency will use its established contacts to secure private-sector partners for media familiarization tours and other appropriate activities. This may include collaborating with other compatible Florida destinations on fams and selected market-specific promotional projects. Representation at Journalist Conferences NewmanPR is one of about a dozen agencies nationally with two members in the influential Society of American Travel Writers (SATW). The agency plans to represent the Keys at the associate members’ conference and at the national convention. The agency also maintains membership for the K - 13 Florida Keys in Outdoor Writers of American Association and the Florida Outdoor Writers Association. SATW Keys Chapter Meeting The agency is currently discussing the possibility of the Florida Keys hosting one or two SATW chapters for a meeting in May. If discussions are successful, about 120 travel communicators from Atlantic/Caribbean and Central States chapters would come to the Keys for combination business meetings, professional development and story research opportunities. The agency may opt for the Keys to host one chapter if logistics prove too difficult to do both. Media Blitzes The agency typically garners a significant response from journalists by participating with Visit Florida in selected joint media events and receptions in targeted major and emerging markets. In 2011-12, 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. Gay/Lesbian Market Public Relations The Florida Keys & Key West have maintained and grown their high profile as a gay destination, maximizing the area’s appeal to the lucrative LGBT domestic and international travel markets. A 2011 survey conducted by Witeck-Combs Communications revealed that more than 70 percent of LGBT respondents did not plan to decrease their leisure travel frequency or length of stays in the upcoming year. In addition, most report that they are likely to spend more on leisure and business travel than they did in the previous year. Globally, other destinations are embracing this market to supplement downturns in mainstream visitors, while U.S. regional and state tourism offices are following the example the Keys set many years ago by reaching out to the LGBT market — which includes LGBT travelers’ families and friends. It is crucial to maintain and expand the Keys’ reputation as a leading, highly desirable LGBT travel destination. The agency plans to do this in several ways. These include continuing to represent the destination editorially to LGBT media, both domestically and internationally. As always, the underlying messages are the Keys’ genuine welcome to and acceptance of LGBT visitors, the freedom and openness they can experience during their Keys vacation, the LGBT community’s unquestioned place in the Keys mainstream community, the wide variety of gay and gay-welcoming accommodations and the extensive range of activities available. The agency also will promote annual events specific to the gay market including Womenfest, Key West Pride, Tropical Heat, the “drag queen drop” on New Year’s Eve, the International Women’s Flag Football tournament, and mainstream events that appeal to the gay market such as Fantasy Fest, the Key West Food and Wine Festival and Sculpture Key West. K - 14 In addition, the agency will continue producing the twice-monthly LGBT blog that highlights activities, events, and new offerings in the destination — as well as e-blast distribution of teaser copy and links as each entry is posted. The LGBT blog is to appear as a regular feature in the South Florida Gay News regional newspaper. Plans also call for the creation of a new LGBT home page and content on the TDC website. Focus will continue on distribution to appropriate media of LGBT press kit editorial and photography on USB memory sticks. Information and input for articles in the LGBT and mainstream media will be offered and provided as appropriate, with accompanying photography whenever possible. Collaborative domestic publicity efforts for the LGBT market will continue. The agency also intends to have a presence at the 2012 National Lesbian & Gay Journalists Association annual convention as well as other related media events. Representation at ITB is being planned to meet with attending European journalists, strengthen existing relationships and build new ones, seek out participants for upcoming press trips and promote the destination to widespread international media outlets. In addition, a planned two-day media blitz of London-based LGBT media will strengthen media relations in the U.K. market. The agency is planning a European group press trip targeting LGBT media and one or more domestic group press trips to showcase the destination’s unique lodging, attractions and events as well as the gay influence in the Keys and Key West. These trips will probably be scheduled to coincide with Key West Pride 2012, the early part of Fantasy Fest and/or Womenfest. The agency’s LGBT representative will spearhead multifaceted ongoing support for, and on-site meetings with, gay and lesbian media traveling to the destination. In addition, as appropriate, the gay media relations specialist will meet with and distribute LGBT PR materials to other journalists during press visits. PR Activity for Keys Tourism Industry As in past years, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members whenever appropriate to communicate information about situations that can impact tourism. In addition, electronically-sent tourism advisories will be produced to alert industry members about potential public relations opportunities. Periodically, as requested, agency representatives make presentations at meetings of Keys industry organizations to inform members about ways in which their businesses can benefit from TDC PR opportunities, and offer insights on ways to maximize their own public relations efforts. K - 15 Crisis Management 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. Past crisis communications efforts have focused on hurricane threats and impacts, as well as other major situations such as the 2010 Gulf oil spill. Crisis management is also provided, if necessary, in occurrences involving major traffic accidents, environmental threats, diseases such as dengue fever, fires and other situations that could impact tourism flow. In the upcoming year, the agency will review and update its crisis management strategy and update its existing Hurricane Emergency Plan. Integrating the Keys tourism industry and community leaders, the latter plan serves as a guideline in the event of a storm or other actual or potential crisis. Its cornerstone is the relationship forged with Monroe County Emergency Management, which benefits the TDC and the tourism industry and supports efforts to achieve economic recovery as quickly as possible after the storm passes or crisis is resolved. In addition, the agency maintains excellent 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, the agency executes an annual hurricane-related media blitz with and for the Monroe County Emergency Management Office. Working in concert with the Lodging Association of the Florida Keys & Key West, the agency also will organize a pre-hurricane season preparedness workshop for the tourism industry on behalf of the TDC. Visitor Assistance Line The public relations expense budget funds a 24-hour, toll-free visitor assistance service that serves as a multi-lingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program provides an important resource that is demonstrative of the destination’s care and concern for its guests. K - 16 International PR Plan 2011-12 International Overview KBC PR & Marketing, based in the United Kingdom, is NewmanPR’s contracted agency for the Florida Keys & Key West in Europe, focusing on markets in the U.K., Germany and Scandinavia/France/Ireland/Italy. Greece, Portugal and Ireland are still experiencing major economic difficulties, while the U.K. is now officially out of recession. However, cuts being made to public services are giving rise to uncertainty within the vacation market, although those people who are in stable employment are still faring well because mortgage rates remain historically low at +.5 percent above base rate. The rate of inflation in the U.K. is running at 4.5 percent (June 2011), significantly higher than the Bank of England’s goal of 2.5 percent. Germany has recovered remarkably well from its recession and the economy there is booming. Germans are extensive travelers who have an average of six weeks’ vacation time per year and spend significant sums while on vacation. The Italian market has been showing strong interest in the Keys, although their economy has not yet fully strengthened following recession. However, the level of interest should be exploited by some dedicated activity in the market, beyond purely distributing translated press releases. It is therefore recommended that a modest PR plan be put in place during the new fiscal year. European vacationers are still very focused on value for money, whether at the budget or luxury ends of the market. Therefore, all-inclusive vacations are still very popular, as are cruises, because of the certainty they give to budgeting. The luxury end of the market continues to perform well in all geographic regions of Europe, and special interest or “experiential” vacations remain popular. Voluntourism opportunities, or ways where people can “give something back” on their vacations, also are growing in interest with media and the wider consumer. The arts and culture are a very difficult sell to Europeans since, rightly or wrongly, they see their individual countries as the center of arts in the world. However, events such as literary festivals do have niche appeal that can be exploited. Implementation KBC will focus much of its media relations efforts around the theme “Voluntourism in the Keys.” Sub-themes will include photography and the further development of the Photo Adventure micro site launched in June 2011, as well as history in the Keys that will include the 100thanniversary of the Oversea Railway. K - 17 Media Visits The agency will organize up to 35 media visits to the Keys during the year from all U.K. and European markets. These visits will be split between groups and individual journalists. One group will focus on journalists from the U.K. and the other from Italy (refer to the section below on Italy). The group visits and some of the individual visits will focus on the themes previously mentioned, using these new angles to attract different media to the Keys and give those familiar with the Keys a new reason to visit and feature the destination. A voluntourism–themed group trip would have journalists actually participate in various volunteer initiatives within the Keys. Such projects could include those run by the Marine Mammal Conservancy, Turtle Hospital, Dolphin Research Center and Coral Restoration Foundation. A history-themed trip would bring the timeline of the Keys to life for media, spotlighting subjects such as the early days of pirates and treasure ships, the wrecking era and Civil War, the building of early homes on keys like Lignumvitae and Pigeon, the establishment of the Oversea Railway, Hemingway’s tenure in Key West and the recently launched historic walking tour of the city. As always, the agency will seek to obtain complimentary or reduced–rate airfares by partnering with airlines and tour operators. KBC will also continue to work with other Florida CVBs and organizations to co-host journalists on multi-destination trips as appropriate. Broadcast Visits to the Keys KBC will continue to seed broadcast ideas to radio and TV producers primarily from the main territories of the U.K. and Germany. Since there are no mainstream travel programs on U.K. or German network television, opportunities will be maximized with magazine, lifestyle and cooking shows. Press Releases / Keys Images The agency will continue the current format of short, image-led press releases covering news, events and themes. As in the past year, the copy will be kept brief to engage journalists’ interest. As the image bank on the new Photo Adventure micro site grows, the agency will promote the site through distribution of an “image of the month,” crediting the photographer. On-line Video Sharing Campaign On-line video has become popular in the U.K. and websites of all kinds are hungry for well- produced editorial video feature packages of 3 to 4 minutes in length. Travel content is particularly popular, with destination, activity and culinary videos attracting significant viewing figures. To be truly popular with both U.K. web content editors and consumers, mini-movies need to be British in feel and content -- web editors like their readers/viewers to think that the pieces have been produced in-house and so it is important that they are created with this in mind. For example, the British like to see a presenter on screen, interacting with the subject or actually enjoying an activity. The agency therefore proposes the production of 10 videos focusing on the Keys. This will involve a week-long shoot by a two-person crew (one producer/camerman and one presenter) from a K - 18 specialist on-line content producer. Some existing Keys HD footage will also be re-used and edited into the pieces as appropriate. Subjects for these mini-movies could include: + festivals and events in the Keys +a Keys road trip to promote the All-American Road +visual arts +culinary experiences with chef demonstrations of signature dishes +activities such as the water jet-pack, paddleboarding or kayaking After editing, the videos will periodically "released" over a period of months, by seeding them onto U.K. websites, which will include the sites of national newspapers, magazines, television shows, and special interest sites such as food and travel. The target for cumulative viewings of the videos will be 400,000 within the first year. The pieces will also all be uploaded onto a dedicated You Tube channel, and it is also recommended they be embedded into the www.fla-keys.co.uk website to augment the current "video of the week" elements. All the footage shot for this project will be in HD format, and will be available for future re- purposing either on fla-keys.com or the various international version websites. LGBT Broadcast Opportunity The U.K. agency is currently in discussions with production company TV Polari, about hosting a crew from a new travel program to be commissioned by national station Channel 4. The show is to feature transvestite Gabbi, traveling the world to experience what is on offer to both the gay and straight vacationer. The show is to appeal to the LGBT market and to 30-something straight couples looking for vibrant, cool and welcoming vacation destinations. Website The U.K. agency will continue to manage the media news section of the fla-keys.co.uk and fla- keys.de websites, ensuring that relevant news and releases are uploaded on a regular basis. Electronic Newsletter: Keys Traveller A U.K. version of the Keys Traveler monthly electronic newsletter will continue to be distributed to U.K.–based subscribers. Support of Sales Activities Trade & Consumer Travel Shows PR will support International Sales at a variety of trade and consumer shows and exhibitions throughout the year. This support will vary from the preparation of specific releases and translation of newsletters to creating photo stories, holiday promotions and providing full media support at the Keys booth where appropriate. These shows may include: October – Birmingham Dive Show November – World Travel Market, London K - 19 November – Visit USA Italian Showcase February – Reiseliv, Norway March – ITB Berlin, Germany April – Pow Wow, Los Angeles September – ITFM Top Resa, Paris Further Support Sales missions will be supported by media activity as appropriate. Stories of student success on the Conch Academy training course will be sourced and promoted via the trade press, encouraging more travel agents to sign up for the academy. Other stories of interest to the trade will be sourced from Sales and communicated to the media. Italy To support Sales’ additional planned efforts in the Italian market, the agency believes PR activities also should be stepped up with the contracting of dedicated PR representation in the marketplace. Activities planned include, but are not limited to: Distribution of up to four press releases per month in Italian Organization and hosting of one group media visit of up to five Italian journalists, plus up to five Italian individual media visits Proactive contact with media to sell-in Keys story ideas and generate coverage in consumer and trade media, both in print and on-line Media reception for 10 journalists in Milan, the media center of Italy, to raise awareness of the Keys and develop personal relationships with leading media PR Support for Sales’ presence at BIT Trade Show and Visit USA Italy Showcase Partnership Activity, Media Events and Networking Opportunities The agency will work with partner organizations such as Visit Florida, U.S. Travel Association and Visit USA Association to take advantage of media activities and events organized by these third parties. Other media networking opportunities will be provided by planned attendance at the ABTA Travel Convention in October in Majorca, the British Guild of Travel Writers Awards in November, the Visit Florida WTM event and trade awards events organized by TTG and Travel Weekly. Other Foreign Markets Latin America As in the past, the agency plans to participate in the La Cumbre de Turismo travel trade show that typically draws a significant number of media attendees from throughout Latin America and the United States. The agency will also work to attract a return visit from “Despierta America,” the top- rated Hispanic morning television show in America and Latin America, to execute a live broadcast from the Keys. K - 20 Canada Beyond customary media relations, including release distribution and organizing individual media research trips, the agency is developing an editorial/promotional project with the upscale Canadian fashion magazine “Flare.” Resulting coverage would include two fashion spreads in the Keys, a two- page travel story and a full-page advertisement. Pow Wow In 2012, the International Pow Wow is scheduled to take place in Los Angeles. Pow Wow is the travel industry's premier international marketplace and is the largest generator of Visit USA travel. Pow Wow attracts some 350 international travel press representatives from 70 countries. The agency will represent the Keys at Pow Wow, as in past years, promoting all aspects of the destination to media representatives. Measurability The agency contracts with print and broadcast services that monitor public relations efforts. The agency showcases print clips and broadcast “clip” segments at TDC and sometimes DAC meetings to inform the council and its advisory board members of results of public relations efforts. In addition, the agency will provide the TDC with analysis of various media projects that include the dollar value of coverage received. As well as quantifying tangible values based on media rate cards for time and space, the agency also will communicate the less tangible value of increased credibility that results from favorable editorial coverage. K - 21 Public Relations Expense Budget for FY’ 2011-‘12 Media support materials (Media kits, videotape duplication, USB sticks, etc.) ....................... $10,000 Additional HD Video Footage/Update B-Roll ......................................................................... $12,500 Distribution (courier, online press room and electronic marketing) ......................................... $17,000 Print clipping and broadcast monitoring services (evaluation process) .................................... $10,000 Special events support (those with inadequate funding) ........................................................... $25,000 Broadcast support...................................................................................................................... $55,000 Overseas Railway PBS Documentary ....................................................................................... $30,000 Food of the Florida Keys/WPBT Series ................................................................................... $10,000 Domestic media development missions/receptions .................................................................. $14,000 Travel journalist, other conferences .......................................................................................... $10,000 Domestic and foreign media research trips ............................................................................... $75,000 (includes air transportation, food, ground transportation, etc.) Spot News Coverage ................................................................................................................. $25,000 U.K./European sub-agency contract ....................................................................................... $157,500 U.K./European PR expenses ..................................................................................................... $70,000 Italian Agency Fee and Expenses ............................................................................................. $40,000 Photo Adventure Microsite/App development ......................................................................... $17,000 Web Site Editor ......................................................................................................................... $38,000 PR stringers’ fee augment/expenses ......................................................................................... $15,000 Gay market PR Stringer/Expenses ............................................................................................ $16,000 Senior market blog/Facebook/Twitter development ................................................................. $10,000 Ameurop Visitor Assistance Program ...................................................................................... $20,000 Video of the Week Production .................................................................................................. $20,000 Society of Environmental Journalists Conference and Post Keys Trip .................................... $12,000 Spruance Commissioning ........................................................................................................... $5,000 Flagler Railroad 100th Anniversary Project PR ....................................................................... $25,000 SATW Chapter Meeting Expenses ........................................................................................... $25,000 Resources .................................................................................................................................. $11,000 Total Proposed PR Expense Budget for FY 2010-’11 .............................. $775,000 K - 22 K - 23 K - 24 K - 25 K - 26 K - 27 K - 28 K - 29 K - 30 K - 31 K - 32 K - 33 K - 34 K - 35 L. FLORIDA KEYS and KEY WEST FILM COMMISSION The purpose of the Keys Film Commission is to bring awareness of our location to the film, entertainment, commercial and print industry. The Film Commission provides assistance and support to productions shooting in the Keys. The film commission may also provide necessary information, props and signage to assist a production company in creating a story that references Monroe County whether on location here or not. Objectives 1.Create economic impact by promoting The Florida Keys nationally and internationally as a filming destination. 2.To develop an expanded crew base for film crews to utilize. 3.Provide story ideas, events, flora and fauna, attractions and lifestyles and historical information to scriptwriters. 4.Build an educated community and community awareness of the rewards and problems in the recruitment of the film industry. Goals 1.Increase involvement in Film Florida. 2.Increase awareness of Florida Keys locations and crew. 3.Produce two practical film workshops in the Keys with experienced professional speakers. 4.Redesign the www.Filmkeys.com website. 5.Create a local directory list of industry service providers for productions to utilize. L - 1 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 2011 - 2012. Florida Keys film commissioner has been elected Vice Chairperson of the Film Commissioners Council. Our film office in conjunction with Film Florida will organize marketing missions to Los Angeles, and New York domestically. Internationally, we are planning a mission to Berlin for Berlinale and the European Film Market and London Expo. Website and Reel Scout The new 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 every year with new and current information. www.filmkeys.com. When Film Florida has a marketing event, we upload photos to a site created specifically for that event. The site is then linked to all participating Film Florida members’ websites, which creates awareness of our specific locales as well as incentives available through the state film office. We are on line with the Locations Guide, an international site, as well as purchasing ad space in their handbook. We continue our presence on the Kemps website and handbook. Kemps is an internationally distributed handbook of production services for the film, television and commercial industry. REEL Scout, has become the industry standard for searching locations. They have recently added a crew data base and have updated the program. Increase Involvement In Film Florida Through efforts of Film Florida, The Florida Office of Film and Entertainment and other statewide organizations we continue to have a healthy film incentive. However there was a piece of legislation passed which puts in place caps on serial television. This is the most productive form of employment. 180,000 jobs were created vastly because of serial television, almost all of which is in south Florida. The Film Office feels that the Florida Keys needs a bigger voice on the Film Florida board in order to affect issues specific to our concerns. As newly elected Vice Chair of the Film Commissioners Council those concerns will be addressed. L - 2 Increase Awareness Of Florida Keys Locations And Crew Although it is understood that popular filming locations are somewhat cyclical. We have put efforts into this arena in the past. We will make this more of a focus in 2011/2012. In partnership with those of similar concerns in specific areas of Florida as well as Film Florida we will be looking into targeting the key decision makers of ad agencies. We intend to create opportunities for the film commissioners to have conversations with the decision makers in small desirable venues outside of the trade shows, but capitalizing on the increased opportunity trade shows provide in New York, London and Berlin. Produce Two Practical Film Workshops In The Keys With Experienced Professionals During the December 2010 Film Florida meeting hosted by the Florida Keys Film Commission, we produced a practical workshop, with space graciously provided by Key West Film Society, for both interested locals and meeting attendees. The feedback we received was very positive and the film office would like to continue this workshop experience. One workshop is to be scheduled for the Middle Keys and one in Key West. We have a number of professionals both locally and in south Florida we are able to call on to teach these workshops. Redesign The Filmkeys Website Thewww.filmkeys website is ready for a redesign. We will have a new production guide available. We want to make the crew lists and other pertinent information on the website available on smart phones and notebooks or notepads. Flakeys.com and the film office have been establishing an on- line permit system that will enable clients to better deal with our numerous permits that they find daunting when filming in several parts of the Keys. The intent of the new design is to incorporate current technologically, and links to informational sites that are helpful to the client and also to alleviate some of the burden placed on county, city and incorporated areas of Monroe County who have to deal with the permits. Create A Local Directory List Of Industry Service Providers For Productions To Utilize With 5 current television shows and 1 feature filming in south Florida, not to mention the numerous episodes filming in the Keys for various television programming types, including reality tv, cooking shows, home improvement, wife swap, amazing race, college kids on treks across country, etc., there is an opportunity to provide information and services to the people working on these productions which will also benefit Keys businesses. The film office will create a directory of industry services as a helpful source of information whether the filming is taking place in the Keys or other Florida locals. There will also be an opportunity for L - 3 these industries to join the industry council to increase awareness of their service. The services in this directory will include but will not be limited to: realtors, massage therapists, doctors, dentists, pet sitters, dolphin swims and kayak tours to name a few. This will be a document that will be downloadable and can expand as needs become apparent. 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 2011 - 2012. Location Expo and Produced By 1. partnered together this year to create one event. While we felt the partnership left much to be desired, this trade show granted an opportunity to approach heads of production, producers and directors in addition to some very interesting seminars. Film Florida Conference 2. is scheduled for May or June 2012. This is an annual meeting and seminars where industry professionals are invited speakers. This is also the meeting where new officers are elected, trade shows for the following year, marketing and legislative issues are discussed. New York Mission 3. - We plan another New York Mission this year scheduled for autumn. It is not known at this time, whether Film Florida as group, will participate in Independent Film Production (IFP) as it coincides with both Fashion Week and United Nations making housing expensive. In partnership with Film Florida the Film Office will schedule a Fall Mission no matter what, even if its outside IFP. If there are enough film offices wanting to particpate, we will schedule another marketing event in New York to coincide with TriBeCa Film Festival scheduled for April. Film Festivals and Sales Missions 4. - Regional film offices are considering opportunities to partner with the State Film Office and 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. Berlin and EU Missions 5. –In the coming year,The Florida Keys Film Office, in partnership with Film Florida, are making plans to coordinate an EU mission including European Film Market (EFM), an arm of the Berlin Film Festival and London Expo back to back. We feel EFM has been successful having had meetings with several heads of projects and a meet and greet during the EFM. We learned how to better utilize our time and garner more face time with decision makers. Now that the London Expo is back in a better time slot, we can take advantage of the travel at the same time, instead of trying to budget two separate missions to Europe. SXSW (south by southwest) 6. – This is a film, music and interactive media trade show. Film Florida has for the past three years hosted a marketing event to producers, directors, writers and musicians during the film portion of the show. The event is very successful with many inquiries about our locations. The arena where our film office can most learn from, is the interactive media portion. Bringing together a venue to do business and a learning opportunity. L - 4 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. L - 5 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. L - 6 Budget FY 2012 Film Industry Trade Shows Film Florida quarterly meetings New York Missions Locations Expo/Produced By American Film Market Los Angeles Film Florida Conference International Shows and Marketing Missions Registration and Show Expenses $14,000 Travel Expenses Air Fare, Lodging, Meals, In-county mileage $17,000 Dues and Fees Association of Film Commissioners International $1,500 Film Florida $750 Communications postage, phone, FAX, cell phone, pager, e-mail, 800 incoming calls $2,000 Support materials photos, office supplies, promotional materials $5,500 vehicle rentals - boat/helicopter and auto rental for location scouts and escorting location shoots Production of industry support material Florida Keys & Key West Production Guide, Production Guide mailing expenses, WEB site maintenance, database and mailing support, postcards $12,000 Support equipment computer programs, etc. $4,000 E & P for Production Executives $1,500 Student intern/location photographer $5,250 Industry professionals travel expenses Advertising $10,000 Resources $1,500 Total$75,000.00 L - 7 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, delivering a competitive advantage to the destination. Marketing Research also instills the voice of our customer into the marketing process. By engaging our potential and actual visitors through the research process, we gain insight into attributes that attract travelers, yield visitor satisfaction and motivate them to visit our destination. We also learn what attributes lead to visitor dissatisfaction or persuade our potential visitors to select another destination. Through careful monitoring of potential and actual visitor data, we can quickly identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target market. Marketing Research needs to be carried out regularly because of the constantly changing environment in which we operate, due to shifts in consumer tastes, technological advances, changes in economic conditions, and our dynamically changing world. OBJECTIVES: The objectives of the Market Research program are: 1. To evaluate and measure the attainment of overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key West, as well as potential visitors, including web site visitors, e-mail inquiries and 800- number callers. 3. To continuously gather and track information in order to inform the development and execution of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g. terrorist attacks, tropical cyclones, economic crisis, 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 marketing and destination management decision making processes and measure effectiveness. 6.To identify accurate, ready, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators in order to advance the development of successful marketing strategies. 7.To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. ï GOALS: The 2011-2012 goals of the Market Research program are: 1.Develop a market study on experiential travelers; i.e. those seeking to authentically engage with the essence of the Florida Keys & Key West and its culture. 2.Develop a profile study of travelers seeking visual, literary and performing art offerings from their vacation destinations. 3.Produce geographically based prospect analysis mapping, segmenting visitors by travel value; i.e. Top spending, longest staying and most frequent visitors. 4.Establish district level research program, offering more district specific marketing research data and reports to enhance DAC level marketing strategies. 5.Establish word-of-mouth monitoring report, examining what past travelers are telling prospective travelers about our destination. 6.Develop market report on top international markets – Germany and Scandinavia. 7.Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations and film. RESEARCH METHODS: Every research study begins with the formation of a question; what do we need to know? Once this has been established, the potential sources of information available to answer the question, are identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed-methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in-depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, their results 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 and the web. ï IMPLEMENTATION: Research focusing on potential visitors (inquirers) to the Florida Keys & Key West: Telephone and email visitor inquiries will continue to be tracked through the VIS software, with new data collected on visitors engaging in Live Chats and requesting Call Back assistance. Inquiry count reports will enable tracking of monthly and annual inquiry variations to aid operational management. We will enhance our inquiry count reports threefold. First, working with our new AT&T business reporting software, we will now track all calls to our 800 numbers. Second, utilizing LiveHelpNow.net reporting capabilities we will track Live Chat and Call Back requests. Finally, working with FloridaKeys.com, we will capture email inquiries generated through www.fla- keys.com. Monthly and annual reports will continue to summarize the origin of the inquirer (state, country, top cities and states), the advertising source (magazines, newspapers, TV, Internet, etc.), as well as interests, month of arrival, mode of transportation, length of stay, and number in party. Reports will continue to be produced for each District and the County overall. VIS software and report functions will be maintained and upgraded as needed. We will continue to report on the wealth of data gleaned from the Key West Business Guild’s Gay and Lesbian VIS database. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographic, party composition, expenditure across multiple categories, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. ‘Special topic’ questions will be added on an as-needed basis. We will continue to track prior cruise ship visitation in Key West in order to measure potential for conversion into overnight visits. The data collection and input will continue to be conducted by an outside research firm, with the data analysis and reporting performed in-house. Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge lodging industry performance. This includes the following: a monthly occupancy and average daily rate report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon and Monroe County excluding Key West; and weekly reports on daily occupancy and average daily rates for Monroe County and Key West. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than we available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. The Keys also has a substantial offering of vacation rental properties for transient accommodations. Given its functional variation from traditional hotel rooms, this product category’s performance is also quite different. To further track Keys lodging performance, a vacation rental report will be produced by vendor V-Trip. We will work to increase participation in this program to allow further district segmentation. 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. ï Fulfillment of 2011-2012 Research Goals: 1.Experiential travel is when travelers move past passively observing a destination to more actively experiencing it. Often associated with adventure travel/soft adventure, experiential travel can actually fall under a wide range of experiences. It can mean learning about the local culture, discovering how to cook a regional dish, taking a tour which provides learning experiences, etc. Our study will begin with a review of secondary research on experiential travel. Next, we will design a primary research study examining attributes of the Florida Keys & Key West which most appeal to this type of traveler and best strategies for reaching this market. 2.The Florida Keys & Key West has a unique art scene with offerings in the visual, literary and performing arts. While these activities have been popular for visitors to engage in during a visit to the destination, a smaller percent report the fine arts and performing arts are a reason the Florida Keys & Key West were selected as a vacation destination. We will design a primary research study to further examine this market, providing interest and attitudes about the Florida Keys, and insights into how to motivate this market to select the Florida Keys & Key West for its arts. 3.During the tenure of our research program we have built substantial databases of potential and actual visitors’ data. We will data mine this wealth of information and combine it with additional spending data acquired via credit card transactions to develop geographically based prospect analysis mapping. We will create more actionable reporting; including a visual map and DMA (designated market area) reports. Our focus will be on travel value, looking at those visitors who spend more, spend more often (i.e. repeat stays) and stay the longest. 4.In June 2009, an approved additional bed tax penny bolstered DAC advertising budgets. While industry-wide, and county-wide, research data is relevant to DAC marketing more district level research data would enhance our district level strategic planning. We will explore enhancing county-wide research projects with more district specific analysis. We will also develop district specific projects to meet the unique challenges of each area. 5.The Florida Keys & Key West have long understood the importance of positive word of mouth. Our research has continually shown the influence of friends and family on visitors selecting our destination. Industry research further supports word-of-mouth recommendations from friends and family are the top trusted source for destination planning. Social media has increased the scope of word-of-mouth reach, with travelers reaching far more potential customers through sites like Trip Advisor. We will review traveler opinions on the Florida Keys & Key West presented online, looking for insights and data trends. 6.The United Kingdom had long been the Florida Keys & Key West top inbound market. Over the past several years, Germany and more recently Scandinavia, have become the top inbound markets. We will develop a primary research study on potential travelers from these countries; including awareness of the Florida Keys & Key West, perceptions of the destination, intentions to travel here and best practices for reaching these target markets. ï 7.We will continue to seek out new or improved methodology to expand and enhance our core research program, evaluating the effectiveness of our advertising, public relations, sales and film. 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. ï MARKET RESEARCH BUDGET VISITOR PROFILE SURVEY $69,000 OCCUPANCY & AVERAGE DAILY RATE REPORTS $22,000 Hotels, Small Lodging and Vacation Rental Report Programs VISAVUE INTERNATIONAL TRAVELER REPORT $12,000 DISTRICT RESEARCH $60,000 GENERIC PROJECT RESOURCES $80,000 Experiential Travel Study Art Traveler Study Geographic Prospect Mapping Study Word-of-Mouth Study Germany & Scandinavia Study Mystery Shopper Survey Other Project Resources SECONDARY RESEARCH $14,000 Purchase of Secondary Research from Outside Sources PhoCusRight Tourism Research Subscription Travel Indicators Tourism Research Subscription MISCELLANEOUS $6,000 Memberships Telephone, Fax, Modem Postage Computer Equipment/ Software Upgrades Conference, Workshop, Seminar Attendance Data Entry Assistance TOTAL $263,000 ï Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of the programs. The TDC must continuously monitor its marketing plan to ensure that it is accomplishing what it was intended to do. Goals should be established to serve as benchmarks for evaluating the plan’s effectiveness. Based on a regular evaluation of these benchmarks, adjustments are inevitable in order to redirect marketing efforts towards the highest level of performance. Though the TDC has different ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program’s performance. The TDC Market Research Department regularly conducts visitor profile analysis and monitors marketing effectiveness through call and website reports and revenue reports. Research strategies also utilize lodging data and visitor arrival data. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an important element of our program. Being able to gather and analyze data in a timely manner gives us the ability to make changes in our plan. We are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: Pre/post tracking studies, which measure users and non-users of our marketing efforts. Why someone did not respond is as important as why someone did. Comprehensive studies of how travel information is delivered and used by the potential visitor. What is the role of technology in the travel planning process? The measures of economic impact and return on investment (ROI). What are the total benefits of a visitor coming to our area versus the cost of attaining those benefits? Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of this year’s plan should not only grade our current efforts but should help show us how to make adjustments, and be more effective in subsequent years. î 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 Social Media user demographic reports User demographics reports Web site brochure and video downloads Electronic sales lead tracking Travel agent sales reports Tour operator room nights booking reports Trade show room nights booked reports Trade show visitor intercept surveys Number of meetings booked Follow-up sales leads reports Credit card demographics European agencies’ reports VIS mystery shopper reports rd 3 party accommodations Internet bookings Print ad pre-testing Trade partners and industry survey (meaning surveying travel agents & lodging sales staff) Conversion studies Online surveys or web based surveys Visit Florida Co-operative Research projects 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. î