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Item D7
BOARD OF COUNTY COMMISSIONERS C ounty of M onroe A(I Mayor George Neugent, District 2 T he Fl orida Keys 4� �� m Mayor Pro Tem David Rice, District 4 l Danny L. Kolhage, District I „ Y „; ° W Heather Carruthers, District 3 Sylvia J. Murphy, District 5 County Commission Meeting August 16, 2017 Agenda Item Number: D.7 Agenda Item Summary #3230 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: STAFF CONTACT: Ammie Machan (305) 296 -1552 N/A AGENDA ITEM WORDING: Approval of the FY 2017 -2018 Monroe County Tourist Development Council Marketing Plan ITEM BACKGROUND: TDC unanimously approved same at their meeting of July 18, 2017 PREVIOUS RELEVANT BOCC ACTION: CONTRACT /AGREEMENT CHANGES: N/A STAFF RECOMMENDATION: Approval DOCUMENTATION: 2017 - 2018 Marketing Plan FINANCIAL IMPACT: Effective Date: Expiration Date: Total Dollar Value of Contract: Total Cost to County: Current Year Portion: Budgeted: Source of Funds: CPI: Indirect Costs: Estimated Ongoing Costs Not Included in above dollar amounts: Revenue Producing: Grant: County Match: Insurance Required: Additional Details: If yes, amount: REVIEWED BY: Maxine Pacini Christine Limbert Kathy Peters Board of County Commissioners Completed Completed Completed Pending 07/31/2017 1:58 PM 07/31/2017 2:10 PM 08/01/2017 3:59 PM 08/16/2017 9:00 AM DATE: August 1, 2017 To: Monroe County Board of County Commissioners FROM: Harold Wheeler, TDC Marketing Director RE: FY 2017 -2018 Marketing Plan Attached is a copy of the FY 2017 -2018 TDC Marketing Plan. The Structure of the Marketing Plan is important in that it sets a clear direction and understanding of our marketing program with goals, objectives, resources, program strategies and evaluation criteria. You will see that this is a very comprehensive and integrated marketing document that provides analysis, methods of marketing, and implementation of our program. The TDC unanimously approved the FY 2017 -2018 Marketing Plan at their meeting of July 18, 2017. CL a� a� L C � C Go r O N I r O N LL f� CL a� a� L C � C Go r O N ti r O N N E t u R5 w El Packet Pg. 526 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Table of Contents Section One: The Mission of the TDC I. Vision Statement .......................................................... ............................A -2 11. Purpose of Plan ............................................................ ............................A -3 Section Two: Situation Analysis I. Product Analysis ........................................................... ............................B -1 11. Position Analysis ...................................................... ............................... C -1 111. Prospect Analysis ..................................................... ............................... D -1 IV. Promotional Analysis ..................... ............................... ............................E -1 Section Three: Program Planning I. Program Development I. Goals .............................................................. ............................... F -1 ii. Priorities ......................................................... ............................... G -1 iii. Resources ...................................................... ............................... - II. Marketing Strategies and Implementation I . Advertising ......................................................... ............................1 -1 ii. Sales & Promotions ....................................... ............................... J -1 iii. Public Relations ............................................. ............................... K -1 IV Film Commission ........................................... ............................... L -1 V . Research ...................................................... ............................... M -1 Section Four: Evaluation ........................................... ............................... N -1 THE FLORIDA KEYS& KEY WEST ( CCMEASYC! ARE§) MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Section One: Ui f! N j t t j p o! p g d f! !!!!!Upvlt dEf d rpgn f oUDpvodjrh 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. THE FLORIDA KEYS& KEY WEST ( C C A YO ARC A -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 11. Purpose of the Plan While most of the concepts, processes and methods described within this marketing plan is to help the Monroe County TDC to be more effective in developing tourism, this plan has been prepared with a community approach in mind. That is, it focuses on achieving tourism benefits for the entire tourism industry and residents throughout Monroe County. Success in tourism does not just happen. Built upon an understanding of the tourism system, successful programs are the results of careful planning, marketing and management. The nature of the marketplace dictates that a comprehensive and integrated marketing approach is needed by the Monroe County Tourist Development Council if it is to remain competitive and to have a lasting impact on the development of tourism for the Florida Keys. The TDC must have a clear direction and understanding of marketing, market segments and market techniques to be effective. The plan must focus on its present situation, goals and objectives, resources, program strategies and evaluation criteria. The following are general guidelines for the planning and development of the Monroe County Tourist Development Council's marketing plan as evidenced, in the Table of Contents. Each section is further compartmentalized to address multiple areas. a. Review of the TDC's mission. b. Analysis of the current situation. C. Marketing program goals and objectives. d. Marketing division strategies and implementation. e. Evaluation criteria. Clearly the marketing plan must be evolutionary, with adjustments and modifications made to strategies during the year. THE A KEYS& KEY WEST ( COMEASYO AREA A -3 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Section Two: Situation Analysis Descriptive profile of the Florida Keys L Product Analysis • The Florida Keys is the premier get -away destination located at the southernmost tip of Florida and the continental United States. The beauty and diversity of our laid back atmosphere makes it one of the most unique vacation destinations anywhere. The Keys has unique advantages for tourism because of the extraordinary and diverse characteristics of the county. These characteristics suggest that many different tourism opportunities can be developed to appeal to a wide range of travel marketing interests. • Tourism is the Florida Keys main industry - with a current permanent population of around 79,000. 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. (80 %) • The Florida Keys are accessible by air. (19 %) 1. Key West International Airport is served by American Airlines (American Eagle), Delta, and Silver Airways (United /Jet Blue). There are year -round out -of -state direct (non -stop) flights to and from Atlanta and Charlotte. Seasonally, there are direct (non -stop) flights to and from Washington D.C. United also flies seasonally to Orlando and Newark. There are direct (non -stop) in -state flights to Fort Lauderdale, Fort Myers, Miami, Orlando, Tampa, and West Palm. Direct (non -stop) international flights to Havana, Cuba are regularly scheduled through on- demand charter service three times a week. Other Special Charter service is available at Key West International Airport as well. 1. Florida Keys /Marathon Airport is a General Aviation Airport currently servicing 66,000 operations (take offs and landings) a year. This full service airport can handle private, commercial and chartered flights. 2. Miami International Airport is one of the largest international airports 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. THE FLORIDA KEYS& KEY WEST ( CCMEASYO A a B -1 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING ELAN • 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 697,000 cruise ship visitors a year. • Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West); shuttle services; major car rental agencies; and limousine services. Local transportation by taxi and shuttles; and Key West offers public buses, unique trolleys and a sightseeing train. • The Florida Keys hosts a variety of accommodations. Accommodations in the Florida Keys for vacationers or business travelers include full service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, camping sites and house boats. The TDC lists over 16,000 rental units throughout the Keys. • The Florida Keys camping and recreational facilities are available throughout the Keys. • There are just under twenty four 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 THE FLORIDA KEYS& KEYS KEY WEST ( CCMEASYO A a B -2 MO ROECOUNTY TOURIST DEVELOPMENT T COUNCIL 2017 -2018 MARKETING PLAN Aquatic Preserves: Biscayne Bay -Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve Lignumvitae Key Aquatic Preserve San Pedro Underwater Archaeological Preserve National Marine Sanctuary: Florida Keys National Marine Sanctuary • The Florida Keys has outstanding lodging accommodations for everyone. Our accommodations are just as diverse as our visitors. From some of the best camping spots in the country to luxurious hotels. From charming guesthouses to major resorts, we have something for everyone. • The cultural heritage of the Florida Keys offer visitors an array of live theater, arts & craft festivals and is home of many noted authors, musicians and artists. The visual, literary and performing arts produces a stimulating experience for visitors to the Keys. There are many cultural events throughout the Keys during the year that include the art, music, history and food. • The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, year -round temperate climate, parks, and water activities including boating, fishing, snorkeling, diving and golf courses. History plays an important role in the Keys experience. Historical homes, lighthouses, museums and monuments weave an intriguing historical adventure of pirates, wreckers, writers, poets and artists throughout the Florida Keys. Sightseeing ranks among the highest of visitor activities. • The Florida Keys have a variety of restaurants providing the visitor with many dining pleasures including seafood specialties; ethnic cuisine; local delights; continental and fine dining, with the option to dress up or be laid back casual. • Night life in the Florida Keys offers diverse entertainment including music, dining, bars, theater and special events. Local and internationally recognized talent adds to the unique experience of the Keys. • The Florida Keys offers the best fishing opportunities anywhere in the world with over 500 I.G.F.A. world records. Private charter trips are available throughout the Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either back country, flats fishing to deep sea /offshore fishing on a daily basis and by reservations. Visitors can also enjoy wading, pier and bridge fishing. • The Florida Keys hosts the only living coral reef in North America. Exploring the living reefs of the Looe Key, named after the H.M.S. Looe which ran aground here in 1744, the John Pennekamp State Park and the National Marine Sanctuary together with the many artificial reefs along the Keys provides the THE FLORIDA KEYS& KEYS KEY WEST ( COIMEASYOU A a B -3 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 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 FLORIDA KEYS& KEY WEST I COMEASYOUARE§) B-4 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 11. Position Analysis In analyzing the Florida Keys' product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys' position in the global marketplace. 1. Strengths and assets • Branded as the premier get -a -way destination • temperate year -round climate - warm winters • friendly, `laid -back' image • great natural resources to promote ecotourism • historical and cultural heritage • visual, literary and performing arts destination • many sightseeing attractions • safe environment • great fishing resources • number one dive destination in the United States • unique RV camping locations • excellent dining available • only living coral reef in North America • surrounded by a National Marine Sanctuary • outstanding lodging 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 in -state and 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 periodic overcrowding in Key West from cruise ships • lack of stable service personnel resources • employment turnover rate • lack of affordable housing for our workforce While positioning begins with a product, or our destination, the concept really is about positioning it in the mind of the consumer or potential traveler. Consumers are bombarded with a continuous stream of advertising, and their mind reacts to this high volume of marketing by accepting only what is consistent with their prior knowledge or experience. THE FLORIDA KEYS& KEY WEST ( CC A S YO A a C-1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Position Analysis — continued Therefore, positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves analyzing each market segment as defined by our resources and research data. A marketing position is based on what the consumer is looking for, and what we have to offer within the destination. The Florida Keys are a premier getaway destination. The Keys are perfect for just taking the time for a serious break from things. The Keys excel at winding you down and mellowing you out, while still showing you a fun time. Time to explore and experience the relaxing island life. Getaways can be just for you or be: romantic; family; girlfriend; the guys; and the regular weekend getaway. Our cultural resources sets the background for a marketing campaign to highlight the unique character and attractions of the Florida Keys. Authentic cultural and historical tourism is travel directed towards experiencing the arts, heritage, history, foods, ethnicity, architecture and other things including the natural environment that contributes to the special character of a place. We will continue to focus on the visual, literary and performing arts throughout the Keys. Promoting events that give visitors cultural activities while they are here that will enrich their traveling experience, and inform others of what the Keys have to offer. Our art galleries, music, historic and heritage tours and natural settings turns the Keys into a number one sightseeing adventure. Ecotourism, geo- tourism and our natural resources will continue to be at the forefront of our marketing program. Fishing, snorkeling, diving, boating and other water related activities lead this market along with our weather here in the Keys. Sustainable or nature -based tourism is ideal for the Keys in that we have wonderful environmental resources. We must promote to responsible visitors who will understand to enjoy and protect our surroundings. The sustainable traveler looks for protected surroundings to enjoy and preserve. Geo- tourism is about attracting visitors who understand about preserving a destination's environment, by helping to sustain or even enhance the geographical character of the place visited, including the well -being or quality of life of its residents. Now, more than ever, travelers are wanting to not only visit or sightsee, but to learn more about the authentic history and culture of the area and its people. Travelers are learning to be ready to act to preserve and protect the natural aspects of the destination. We will need to better understand the psychographics of these potential visitors, to see what interests and motivates these individuals to select destinations associated with environmental sustainability. We need to position ourselves for the experiential traveler, who wants to learn and interact with people about the destination's history, culture, language, traditions, art and natural environment. Volunteerism is continuing to grow and these visitors share a desire to do something good while experiencing new places, challenges THE A KEYS& KEY WEST ( OMEASYO! A a C-2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN and contributing to the destination. We will continue to increase marketing to Millennials to advance our geo- tourism efforts. We will also continue to develop more diversity in multicultural marketing efforts. Our promotions will recognize the awareness, image and respect for cultural diversity within our destination, and for the potential visitors to the destination. Culturally relevant communications build relationships, and relationships build brand awareness. Research over the past few decades has consistently shown the multicultural consumers respond best to messages and images that reflect an insight into their culture and the unique ways they perceive the product or service. We must focus on developing diverse marketing promotions and programs where each group is recognized as an integral part of the overall marketing effort. The Florida Keys benefits significantly from international travelers at different times of the year. Because of the long -haul traveler, international visitors have a tendency to stay longer while visiting and spend more money. Based upon the country's preference of vacation periods, we are able to strategically market the international traveler, and fill in the much needed slow period of visitation to the Keys. Our focus will continue on the United Kingdom, Germany, Canada and the Scandinavian countries. Our secondary markets of Italy, France, Benelux, Austria, China, Japan, and Switzerland. Destination weddings have continued to be big business in the Keys. The Keys has developed a reputation as a great weddings /honeymoon destination. Destination weddings in a vacation like setting, where guests will often stay for several days. The wedding business is a year around business in the Florida Keys. Lodging properties develop wedding and honeymoon packages for their guests and planners have opened the industry up to private and vacation rental properties. There are a number of wedding planners throughout the Keys to supply unique wedding venues for all budgets, intimate to grand in size, and work closely with the tourism industry to develop a good experience for the visitors. Same sex weddings has added a new market place to our destination weddings promotional campaigns. Website and Social Media Positioning Measuring Results of the New, Responsive Website, Fla - keys.com In 2017/2018, we are measuring the success and impact of the fla- keys.com website's responsive redesign and redevelopment. Beyond a website redesign and achieving `mobile - friendliness,' we completely re- imagined the digital experience of the Florida Keys & Key West. For the previously separate desktop and mobile sites, one course of action was clear: a move to `responsive' design. Defined by Google as industry best practice, a responsive website responds to the screen size from which it is being accessed and reconfigures the page elements to display for the best experience possible. Knowing that travel THE FLORIDA KEYS& KEY WEST ( COMASYOl A a C -3 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN planning is one of the most popular cross - device activities, it was necessary that our site reflects this trend and exceed visitors' expectations. Worldwide, there is now more mobile Web traffic than desktop. According to Google Analytics, in the first half of 2017, mobile traffic on fla- keys.com accounted for the largest percentage of website traffic at 45 %. When combined with tablet traffic, that number jumps to 59 %. Desktop traffic represents 41 %. The more visitors engage with fla- keys.com, on any device, the better opportunity we have to convert them from website visitor to destination visitor. Implementing responsive design meant restructuring our content and simplifying the navigation for best accessibility on any device. For today's website users, we re- packaged all of the content into `content blocks,' easily consumed on any sized screen. Many images expand to 1600 pixels wide for widescreens, while still scaling efficiently for smaller, mobile screens. We redesigned every page with a modern layout, larger imagery and social and sharing capabilities. When conceptualizing the redesign, our goal was to better engage our target audience with increased 1) captivating video, 2) live Webcams and 3) User - generated Content. In 2017/2018, we will specifically be measuring the impact of these changes. Our strategy to better engage users on all devices included amplifying the use of video and live Webcams. A better - engaged website visitor is more likely to convert, and nothing captivates or has a stronger effect on conversion rates as video. And with 75% of consumers watching video on mobile phones, video is a powerful motivator in influencing travel decisions. For a strong first impression and to effectively display five intro videos (one for each district) at the top of the page, we implemented a creative solution with a highly efficient use of space. We implemented `Mega Menus,' which allows each destination to `own' the screen when hovered over. `Picture - yourself -here' video automatically plays, alongside a map and related links. Our strategy for directing users to valuable video content was to designate a new top - level navigation tab exclusively to ' Webcams & Videos.' This tab and the drop -down menu are available on all pages of the site. We created new YouTube 'Playlists', which aggregated our extensive video content by topic. This technique allowed us to display related videos to visitors so that once a video is finished playing, another related one automatically begins, thus increasing engagement and sharing. According to Nielsen, 92% of consumers trust User - generated Content (UGC) above all other forms of brand messaging. To recognize our visitors who contribute authentic Keys images, we built UGC into the design. We accomplished this by peppering these images throughout the site, and identifying them with a small, orange camera icon that THE FLORIDA KEYS& KEY WEST ( COA3YOl A a C -4 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN is overlaid on the top right corner of the images. We linked each image to the full -sized image on fla- keys.com /photoadventure, which includes information on the shot location, photographer, camera used and more. The Florida Keys business listings were also enhanced and upgraded. The goal was to create a richer experience for visitors and a better value for local business owners. As such, the appearance and function underwent a complete overhaul. This took them from directory -style to a sleek profile that spans the width of the page. Images in `Enhanced Listings' quadrupled in size, now occupying half of the profile, and scroll to reveal additional images. Website visitors, especially mobile users, seek what is current. Therefore, the home page and district home pages feature the latest news, video, webcams, featured image, and current temperature. Social media and sharing tools are also integrated throughout the website to encourage visitors to share their experiences. Since content, like a video, image or feature story, drives traffic on the Web, it is important that our content is easily shared. The more our content is shared via e-mail or channels like Instagram, Facebook, or Pinterest, the more opportunity we have to drive new visitation to fla- keys.com. Each time our content is shared on another website, we earn a new direct link back to fla- keys.com, which creates new traffic sources. Current and new social and sharing tools are displayed prominently and integrated through the site so that the Florida Keys & Key West is easily shared and spread on the Web. To promote overnight stays, we have continued to make accommodations information the most prominent resource on the site. In the new design, "Places to Stay" can be directly accessed in six different ways just from the `above the fold' view. With the implementation of Mega Menus, we were able to achieve multiple objectives at the top of the page including highlighting the map of the Florida Keys, as well as "Places to Stay," "Things to Do" and "Calendar of Events." The website continues to maintain Section 508 compliance and will continue to be accessible by people with disabilities and assistive technologies. It is important that information about our destination is accessible to all our visitors. Redesign Evaluation Metrics Detailed below is an initial review of the results of the website redesign. On -going analysis of these metrics is planned for the 2017/2018 fiscal year. 1. Website Statistics 1 a. As a result of adding intro videos on the home page, navigation to and engagement with each destination page dramatically increased. THE FLORIDA KEYS& KEY WEST ( COMEAYOl A a c -s MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Increases in average time spent on destination pages: Key Largo 121 % (from :37 in 2015 to 1:23 in 2016) Marathon 110% (from :37 in 2015 to 1:18 in 2016) Islamorada 100% (from :36 in 2015 to 1:12 in 2016) Key West 68% (from :57 in 2015 to 1:36 in 2016) Lower Keys 27% (from 1:02 in 2015 to 1:19 in 2016) 1 b. After launching a new Webcam display on the home page and adding it to the main navigation on all pages, visits to the Webcams page increased 148 %. Average time spent on the redesigned Webcams page increased 11 %. 1c. As a result of integrating User - generated Content with Photo Adventure on the homepage and throughout the site, visits to the Photo Adventure pages increased 53 %. 1d. After launching a new News & Current Events design on the home page and increasing its prominence, visits to the News page increased 12 %. Average time on the News pages increased 11 %. 2. Website Usability Survey & Study: Before and after the launch, we made a website usability survey available on the website (conducted off -site through Tourvey), and 2,120 visitors responded. Survey respondents rated the new site higher in all categories and statistically higher in how it represented the destination in an appealing way, as well as their overall impression of the website. The data suggests that the new website is more engaging and effective than the previous website. 3. Website Evaluation by Focus Group With third party Tourvey, we conducted a study to evaluate the new site. The focus group consisted of 51 Texas A &M University Tourism Marketing undergraduate students. The students were asked to evaluate the website's usability, credibility, inspiration, engagement and overall impression. The students consistently preferred the new site to the previous one and specifically noted a preference for the increased video integration and the site's ability to inspire visitation. 4. Visitor Profile Study According to our annual Visitor Profile Study, participants reporting the use of the website as an `Internet tool used to plan trip' increased 9.5% in 2016 vs. 2015 and 30.4% in the quarter of the site launch. In the 2017/2018 fiscal year, we will be examining changes in time spent on the site, number of pages visited, as well as patterns and trends among desktop, mobile and tablet usage. We will continue to work with third party destination marketing research THE FLORIDA KEYS& KEY WEST ( CC E A YO A a C-6 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN organizations to analyze site usage. We will be proactive with the data and use it to continually advance and refine the website, and we will make changes as needed. Since all marketing roads — advertising, social media, news, sales — lead to fla- keys.com, the website must be engaging, current, modern and inspiring. Like the destination itself, the website aims to be memorable and keep visitors returning. Website Redesigns of "Micro- sites" In the 2017/2018 fiscal year, we plan to the redesign Key Lime Academy and Photo Adventure to be responsive. Key Lime Academy is the destination's own exclusive online education platform for travel agents. Currently translated in German, French, Italian, and Dutch, there are five total Key Lime Academy sites that will undergo redevelopment. Photo Adventure is the destination's photo sharing platform. In 2017/2018, the website will undergo a responsive redesign. We will also explore video submissions in addition to photo submissions. As User - generated Content is the most trusted for travel planning, it is necessary that the platform that enables this sharing to be cutting -edge. Florida Keys App In the 2017/2018 fiscal year, the Florida Keys App will continue to leverage "push notifications" developed in the July 2015 release. Harnessing "geofencing" and Beacon capabilities, we can "push" information to App users in the Florida Keys or specified areas. New releases of the App will utilize this technology so that our App users are connected to and well informed about the Florida Keys. This new capability can be used for a variety of notification types including news, weather alerts, traveler safety information, promotions, and contests. For users in a specific district, we can deliver a message about an event taking place nearby. "Geo- fencing" will enable us to provide applicable messages to users in specified areas at precise times. Streaming Web Cams In the first half of 2017, the webcam pages on fla- keys.com accounted for more pageviews than any other section of the website. The webcam pages had 1,090,120 views or 19% of all site pageviews. Our webcams are a powerful, 24/7 marketing tool offering real, unedited views of the destination, something that today's travelers seek when making decisions about vacationing. According to a focus group of Millennials (51 Texas A &M University tourism marketing undergraduate students), our webcams were noted as lending credibility to the destination. THE FLORIDA KEYS& KEY WEST ( COMAYOl A a MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN In the 2017/2018 fiscal year, we will continue to provide live streams of more than 50 locations within the destination. Webcams have the ability to be highly influential for those planning vacations. According to a study by Google, 65% of leisure travelers watch online travel videos when thinking about taking a trip, and 61% watch travel videos when choosing a destination. Between visits to the Florida Keys & Key West, our many webcams allow visitors to stay connected with the destination from wherever they are. Our goal is to continue to offer a diverse group of webcams throughout the Florida Keys so that users have the opportunity to view a range of locations, views, events, and activities. In 2016, we obtained a Secure Sockets Layer (SSL) certification for our webcams pages. We will continue to adapt the streaming webcams to user and industry standards so that the maximum number of visitors may experience the cams. Search Engine Optimization (SEO) Among leisure travelers, search engines are the number one source used in travel planning. Since most travel planning begins with a search engine, it is vital that the Florida Keys & Key West continue to earn the highest possible placement in this competitive arena. In the first half of 2017, organic search accounted for 54% of the site's total traffic. It is a top priority that we maintain these longstanding high rankings on search engines like Google, Bing, and Yahoo. While the fla- keys.com site has enjoyed longstanding high rankings, with constantly changing algorithms, no site is guaranteed top placement. As such, we employ a team of Google Qualified Individuals, as well as Software as a Service (SaaS) to keep the site up to current search engine standards. As a result, algorithm changes (with names like Mobilegeddon, Hummingbird, Penguin, and Panda) that negatively affected countless sites, did not impact our site, which has best practices in place. We subscribe to software that measures the effectiveness of our search marketing efforts, as well as changes to the algorithms. Since fresh content and blogs aid in higher organic rankings, we will continue to connect new content with the fla- keys.com site to optimize for search. An example was moving the Keys Voices blog (keysvoices.com) to the destination website, which is now fla- keys.com /keysvoices. The goal was to better illustrate the relationship between the destination and the official blog, as well as `credit' the destination website for the highly search engine - friendly content that is regularly generated on the blog. This approach is expected to increase trust in blog readers, yield long -term search benefits, and contribute to the overall `health' of the destination website. Regarding search traffic, organic traffic is free as opposed to paid search, in which every click incurs a cost. With the costs to advertise on the search engines increasing every year, it is important to achieve continued success organically. THE FLORIDA KEYS& KEY WEST I COIMEASYOUAW c -s MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN In 2017/2018, we will continue a greater schema.org integration on fla- keys.com. We will also monitor the effectiveness of our content marketing and social media marketing for the purpose of SEO. Social Media Management The goal of our social media efforts for the Florida Keys & Key West is to engage visitors with the destination. Travelers increasingly turn to social media for answers and recommendations about vacationing. In 2016/2017, the growth of our Facebook fan base increased 32 %, and the total Impressions (views) of the content increased 143 %. The Average Reach per post increased 122 %. These figures represent significant increases over the past year. Despite many brands now being reliant on Paid social media, the Florida Keys & Key West social media presence remains robust and active with Organic and Viral Impressions, to the tune of a 144% increase in Impressions within the target 45 -54 age group. This indicates a strong sharing culture among the fan base, as we also experienced an increase in the number of Visitor Posts (fans mentioning the page, or coming directly to the page to post their thoughts and photos). As the `voice' of the Florida Keys, the social media channels serve as extensions of the website and can deliver timely, relevant, and engaging information to the fans in ways that they are already using to communicate on a daily basis. Now in our fourth year of using Sprout Social, a social media management tool, for reporting and analytics, we are finding new ways to encourage participation in Florida Keys - related conversations. On Twitter, the number of impressions of our content increased 12 %. This can be attributed to the lifespan of a Tweet lasting longer since there is not as much content being circulated on this platform. Sprout Social enables us to reach out directly to individuals who have questions and comments or to simply thank them for being active followers. This "human element" gives fans a deeper level of connection with the destination, resulting in an audience that is even more willing to share our stories, photos, and further enhance the positive perception of the Florida Keys. The Sprout Social platform also uncovered optimal activity on our page, and we have seen the ideal posting times shift from the mid /late weekdays to the weekend (which, interestingly, is a 180 degree flip from the previous year, in which optimal posting moved from weekend to mid weekdays). Being active when the fans are online is important due to the short lifespan of social media content. The "Competition Comparison" metric within Sprout Social has also allowed us to gauge our effectiveness and influence among other destinations. In the 2017/2018 fiscal year, we will continue to use this and the other powerful management tools. Using ShortStack, a SaaS (Software as a Service) tool that enables the building of Apps and contests, we have revamped several of the custom Tabs used on the page, including Instagram integration features, the Keys Traveler Magazine, and most THE FLORIDA KEYS& KEY WEST ( COIMEA3YO A a C-9 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN recently, the Summer 2017 "Me in the Keys" promotion. In the 2017/2018 fiscal year, we will utilize this tool to seek new and innovative ways to excite and engage our fans. With the change in Facebook terms disallowing "Fan Gates" as a means of running contests, our efforts have shifted to increasing the subscription to the Florida Keys e- mail list and encouraging participation in the other social media channels such as Instagram, Pinterest, and Twitter. On Twitter, the monthly #Flkeys Twitter chat continues to be a success, opening up the floor for fans, bloggers, business owners, and anyone interested in the Florida Keys to discuss topics of interest. We have been gradually aiding in the addition of chat sponsors, giving local businesses the opportunity to showcase their services; and the prizes contributed are a great bonus for participants to share their photos and stories about their trips, both past, and future, with us. The chat regularly reaches more than 1,000,000 Twitter users' social feeds and often surpasses the 2,000,000 and 3,000,000 marks. We will continue to generate interesting topics and encourage participation from local businesses in this exciting monthly opportunity. Making social media a more integrated part of the website and blog is a priority in 2017/2018, as well. Whereas social media was once a separate online experience, it is becoming increasingly more intertwined with how users view and interact with the information they encounter on the Web. Reading an article could conclude with a comment that then posts to the user's Facebook profile. Viewing information about things to do in the destination can be supplemented by an incoming feed of Instagram photos, tagged with the @TheFloridaKeys "handle." These additions give more context to the information and also bring the Florida Keys & Key West into the modern "sharing culture" which expects a very transparent view of a brand and values a certain level of access to answers and deeper exploration. In the 2017/2018 fiscal year, we will maintain, or launch, an active presence on the following social media outlets: • Facebook • Twitter • Instagram • Google+ • Pinterest • FourSquare • TripAdvisor The sharing of information about the destination on social media increases awareness and branding. Content to be shared via social media shall meet the following general guidelines: • Content is newsworthy, informative, beneficial, valuable or relevant to fans of the Florida Keys & Key West TIFLORI A KEYS& KEY WEST ( COASYOl ARC C -10 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • Messaging, images or videos generate interest in the Florida Keys as a travel destination • Content portrays the destination in the most positive light • Content aims to build the fan base, engage fans and increase affinity, OR drive traffic primarily to the fla- keys.com site or a relevant, credible source Web Analytics, Tracking & Reporting In the 2017/2018 fiscal year, in addition to standard tracking and reporting, we will will measure the results and success of the new website design. We will be analyzing visitation and activity on the website as compared to the previous design. We will examine traffic patterns and usage on desktop, mobile and tablet devices. Data gathered will allow us to analyze the effectiveness of changes in design, navigation, and functionality. We will leverage new tracking capabilities to better understand the activities of users on our website. New metrics and features include: • Demographics data like age, gender, and interests • Automatic notifications if abnormal traffic patterns develop • Usage patterns for the various site features For the fla- keys.com site, we evaluate data collected through Google Analytics because of its high level of accuracy and wide range of measured dimensions and metrics. For each TDC and DAC meeting, we will continue to provide detailed reporting on our website and individual districts. We will provide statistics via Google Analytics, Facebook Insights, and Social Media Reporting. Standard website metrics that we will continue to track include: • Unique visits • Visitor location • Average time on site • Mobile device usage • Site speed • Traffic sources • SEO performance • Social Media performance • Landing page performance • Most popular pages With interpretation by our Google Analytics Qualified Individuals, we will have a deeper understanding of the behavior of users who visited our site. It is necessary that we understand how the site is performing and how different groups of people interact with the site. This allows us to refine the core of our marketing efforts continually. THE A KEYS& KEY WEST ( COMEASYOl AREA C -11 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ,JU'!!Qspt of ddBobmt jt 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, Washington D.C., Illinois, Pennsylvania, Michigan, Ohio, New Jersey, Georgia, Massachusetts, Texas, North Carolina, California, Virginia, Maryland, Minnesota • Secondary • Indiana, Alabama, South Carolina, Connecticut, Missouri, Tennessee, Wisconsin, Colorado, Washington, New Mexico 2. International Markets • Primary • Canada, Germany, United Kingdom, Ireland, Scandinavian countries (Sweden, Norway, Denmark, Finland) • Secondary • France, Italy, Benelux (Belgium, Netherlands, Luxemburg), Switzerland, Austria, Japan and China. 3. Market Segments A. Historic /Cultural Market B. Soft - Adventure Market C. Ecotourism /Green Travel D. Geo- tourism /Experiential /Volunteerism E. Fishing Market F. Diving /Snorkeling Market G. Gay /Lesbian Market H. Senior /Baby Boomer Market I. Millennials J. Weddings /Honeymoon Markets K. Boating Market L. Culinary/Foodies M. Family Travel N. Travelers with Disabilities THE FLORIDA KEYS& KEY WEST ( CCMEASYO AREA D-1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN O. Getaway Traveler P. Travel Trade Industry 1.Travel Agents 2.Tour Operators 3.Wholesalers 4.Motor Coach Operators 5.Meeting Planner THE FLORIDA KEYS& KEY WEST ( O M A3 YO ARC D -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN IV. Promotional Analysis 1. Promotional Events The promotion of special events is a very important part of our overall marketing program. Events not only draw visitors to our destination, but also gives visitors who may not have been aware of a certain event, the opportunity to experience different activities while on vacation and tell others about the experience. This develops return visits and adds new awareness of things to do for potential visitors. We have marketing funds available for sponsored events in each of our districts. The TDC establishes a Request for Proposal and the District Advisory Committee (DAC) allocates funding for that district destination events. Most event funding is for advertising only, however, in some cases that involve the highest level of economic impact to their district such as, a high volume of room nights and visitor expenditures, a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Umbrella. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Umbrella Committees are reviewed and require approval by the TDC. These events are evaluated by their ability to draw visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. 2. Capital Projects and Improvements The Tourist Development Council has revenues other than for advertising for discretionary use to enhance and support the specific tourism development efforts of a district. One of the uses is capital projects. The attraction of tourists to the area must be one of the capital project's main purposes. The capital project must be a publicly owned and operated facility or owned and operated by a not - for - profit organization and open to the public. Capital improvements can include beach improvements, beach maintenance, re- nourishment, enhancements and clean up where there is public access to the beach or beach park area. Capital projects are very significant to the marketing of the awareness and image of a destination. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, theaters, recreational areas, nature centers, beaches, and other historic and cultural attractions for our visitors. Although these projects are primarily to promote tourism, another important aspect to funding public facilities and areas, is that these projects and improvements are not only beneficial to our visitors, but also to the residents of THE FLORIDA KEYS& KEY WEST ( OMEAYOl AREA E -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Monroe County. The capital projects program helps preserve nature and historic sites in the Keys. It also enhances the local culture and supports the mission or vision statement of the Tourist Development Council as it relates to the quality of life of our residents. The TDC has increased its capital funding efforts for FY 2018. The District Advisory Committees, with input from Monroe County, local municipalities, chambers of commerce and general public, formulate a vision of what each community would like to see developed or maintained by the county in the promotion of tourism. THE FLORIDA KEYS& KEY KEYS WEST ( CCM A YC! AR E -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Section Three: Program Planning 1. Program Development L Program Marketing Goals a. Develop year -round tourism for the Florida Keys. b. Develop overall program which balances the county's economic viability while preserving the environment and quality of life for residents. C. Increase year -round brand awareness. d. Increase awareness of Lodging Accommodations throughout the Florida Keys. e. Develop cultural /arts / /historical /dining campaigns. f. Increase sustainable tourism efforts. g. Increase efforts to Weddings /Honeymoons markets. h. Increase funding efforts for Capital Projects I. Increase longer stays within the Keys. j. Increase marketshare of international visitors. k. Increase group and incentive meeting business travel. I. Increase comprehensive public relations program. M. Increase awareness of the Keys to the film industry for promotional opportunities. n. Increase fishing industry travel. o. Increase diving and snorkeling business. P. Increase Gay /Lesbian travel market. q. Increase family travel. r. Develop more guidelines for measuring the effectiveness of the advertising, public relations and sales programs. S. Increase comprehensive marketing program for travelers with disabilities. t. Increase awareness of Florida Keys Attractions. U. Increase our marketing efforts to Millennials. THE FLORIDA KEYS& KEY WEST I CC M A YC ! A R F -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ii. Top Marketing Priorities a. Develop top -of -mind awareness of the Florida Keys as the premier get -away destination to the US and international markets. b. Promote brand /image awareness. C. Promote markets that will have the most significant positive economic impact on the lodging industry. d. Promote historical, heritage, environmental, artistic & dining programs. e. Promote sustainable tourism. f. Development of capital projects and improvements. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. I. Promote Gay /Lesbian travel. j. Identify and market to the visitor with the highest average daily expenditure for longer stays. k. Promote to international markets. I. Promote attractions. M. Promote awareness of non -stop service into the Florida Keys. n. Promote special events. o. Diversity in multicultural marketing communication. P. Promote Family Travel. q. Promote Weddings /Honeymoons' market. r. Promote to travelers with disabilities. S. Promote and improve visitor experience. t. Develop new and updated research programs. THE FLORIDA S WEST ( CC M S YO ARC G -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN iii. Resources (to execute program planning) a. Board: Monroe County Tourist Development Council b. DAC's: Monroe County District Advisory Committees C. Staff: • Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC • Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets • Director of Sales - responsible for coordination of sales as directed by TDC • Director of Research - responsible for the coordination of research as it relates to requirements of TDC • Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager • Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation • Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties • Office Assistant - responsible for reception, telephone, administrative support and general office duties • Corporation Manager — management of Visit Florida Keys Corporation personnel benefits • Destination Sales Coordinator — Responsible for implementing sales plan activity for domestic leisure travel targeting feeder markets in the United States. Works with consumers and retail travel agents in the United States. Provides administrative assistance to the Director of Sales. • Sales Managers - responsible for special market segments and their performance • Film Commissioner - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support to production shooting in the Keys d. Training: The quality of our employees and their development through training and education are major factors in the TDC's marketing process. Employee development is a continuous process of reviewing basics and learning new materials and techniques. Training can help reduce employee turnover by THE A KEYS& KEY WEST ( OMEASYO! ARED H -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN increasing productivity, motivation and job satisfaction. The kinds of training include departmental orientation, market knowledge and market techniques. The Florida Association of Destination Marketing Organizations has an educational initiatives program with its membership and has an annual Destination Marketing Industry Summit. Visit Florida has joint tourism marketing workshops to help service the industry. The Governor's Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. The Hospitality Sales and Marketing Association International has workshops and a Florida Keys charter who meet regularly and presents speakers, networking and educational opportunities for staff. e. Agencies of Record 1. Tinsley Advertising - Advertising 2. NewmanPR — Public Relations 3. Two Oceans Digital — Website Provider and Social Media Marketing f. Support Agencies 1. Axis Travel Marketing - United Kingdom and Germany (sales) 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries 3. LMA Communications - Canada g. Budget (as legislation directs) THFLORI A KEYS& KEY WEST ( OASYOl ARC H -2 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN FY 2017/2018 TDC FOUR PENNY BUDGET $58,624,973 Emergency $4,100,000 Promotional 6.99% Resources $416,454 Florida eys Council of 0.71°% the A is $72,500 website related Film $300,000 0.51% o Expenses $260,800 FCCA $6,000 0.01°% l 12 % � 0.44% Resources $4-30,426 \ �- 0.73% Cty. Cost Allocation $223,394 0.38% A Capital $19,166,652 32.69% VIS /Fulfill $1,038,277 Events $3,731,214 J A :tA0i Finance /Attorney $202,235 0.34% Emergency Fund 7.09% Balance Brought _ Forward (estimated unexpended capital /event contracts & resources) 19.85% Advertising $21,764,603 37.13% Public Relations /Ameruop $1,956,876 3.34% les /Mkt. $2,399,597 4.09% Admin /Overheaac---Research $608,500 $1,947,445 3.32% 1.04% FY 2017/2018 TDC FOUR PENNY BREAKDOWN $58,624,973 \ Projected FY 2018 Annual Four Penny Revenue 64.34% Less state reserves (F.S. 129.01) (5 %) Balance Brought Forward (rev /expend variances) 11.95% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� d 0 0 N I 0 N LL H -3 Packet Pg. 553 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN FY 2018 TDC TWO PENNY BUDGET Count Cost 'Events' (35 %) Portion Allocation, $58,182, 0.59 %, $9,9 18 , 194 Film Commission, $300,000,3.02%. Fulfillment, $59,156, 0.60% Resources, $224,143, 2.26% Cultural /Fishing/ Diving Umbrellas, $3,769,079, 38.00% Research, $608,500, 6.14% Florida Keys Council Special Projects of the Arts, $72,500, (Destination /Turnkey Commission & F es Events), $1,074,340, (Finance), $42,5 5, 0.73% 10.83% 1 0.43% Public relations /Stringers /Ameurop, $1,881,876, 18.97% i Emergency, $1,827,833, 18.43% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� d L 0 0 N I 0 N LL H -4 Packet Pg. 554 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN FY 2018 TWO PENNY BUDGET Administrative (7%) Portion Capital $1,885,412 Expenditure /Operating, $10,000,0.53% Dues /Subscriptions, $13,000,0.69% Emergency, $426,982, 22.65% Visit FLA, $12,000, 0.64% Finance, $18,000, 0.95% Resources, $206,9 10.98% Repairs /Mainte /Recycling /le; $15,000, O.f Cleaning, $ 0.505 Courier, $3,( 0.16% VIS Software, $3,000, Office Supplies, 0.16% 20,000,1.06% --_3 `$ $18,000,0.95% Admin /Operating, $835,000, 44.29% istrative g, $18,000, )5% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® H -5 Packet Pg. 555 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN FY 2018 TWO PENNY BUDGET Advertising & Promotion (65 %) portion $15,253,377 Website Related *Special Projects Expenses, $165,000, (DAC's), $1,464,890, 1. 1% Commission &Fees 9 60 � (Finance), $60,000, 0.4% Sales & Mkg Staff & related costs, $1,374,597, 9.0% County Cosi $39,61 Emergen $1, 845, Resource $416,454, Fullfilh $25, Collai $100,000,03% . -+.-+/U THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® ising, 1,53.1% H -6 Packet Pg. 556 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Other Resources 1. Chambers of Commerce (Key Largo, Islamorada, Marathon, Big Pine Key, Key West) 2. Lodging Association of the Florida Keys and Key West 3. Key West Business Guild 4. Key West Attractions Association 5. Federation of Chambers 6. Florida Keys Council of the Arts (Cultural Umbrella contract) 7. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella contract) 8. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 9. Visit Florida — State Tourism Office 10. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 11. Fl. Association of Destination Marketing Organizations 12. International Association of DMO's THE FLORIDA KEYS& KEY WEST ( O A3 YO ARC H -7 MONROE COUNTY TOURIST DEVELOPMENT COUNC I L2017-2018 MARKETING PLAN II.Marketing Strategies, Methods, Implementation and Measurability In the following sections are specific plans by department: I. Advertising J. Sales & Promotions K. Public Relations L. Film Commission M. Research THE FLORIDA KEYS& KEY WEST I COMEASYOUARE§) H-8 D.7.a a a� a� L C � C Go r O N I r O N LL f� CL a� a� L C � C Go r O N ti r O N N E t u R5 w El Packet Pg. 559 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN I. Advertising Advertising is the primary vehicle to market The Monroe County Tourist Development Council's Florida Keys & Key West campaign. Through the strategic media placement & creative, we will continue to promote the brand by creating a style and feel for the destination that sets it apart from the competition. These strategic efforts are then distributed to an affluent audience (our current target audience is affluent travelers, age 35 -64 with a household income of at least $150,000+ but we will also be doing a more concentrated effort towards the millennial market with an age of 25+ and a household income at least 75,000 +), creating positive reasons to not only visit the destination year - round but, to also protect all of our natural resources as well as recharge the human spirit. Digital. Digital. Digital. This year, our concentration will continue to include increasing our advertising program through various digital (primarily mobile) efforts to drive potential visitors to our new Florida Keys & Key West mobile website. Mobile advertising's greatest area of growth is in its ability to provide increased viewership of video content on smart phone devices. Not only is the millennial consumer more engaged in mobile devices, but also is our target audience —both proven to have increased mobile usage vs. other media devices. We will continue to target these prospects with powerful imagery utilizing fifteen - second pre and mid -roll video and interactive swipe ads that link directly to our site. Other tablet devices such as iPads will be utilized as part of this effort as this no- longer -new medium evolves. Other Internet vehicles to be utilized will include search engine words and listings, direct response e -mail, rich media such as weather - triggered and interactive banners and more pre -roll video and continued co -op advertising efforts. Social marketing will be utilized where applicable and assist with the other marketing disciplines (Sales, Public Relations, Web Provider) to have a cohesive social marketing campaign for the destination. These specific social efforts will include expandable banners allowing the end user to interact with our Facebook and Twitter feeds and access our YouTube videos. All of this on -line advertising will be geo- targeted to specific markets that have expressed or delivered interest to the destination. The slight majority of our media expenditure will be on broadcast advertising (primarily television with radio in the summer months). Television continues to rank as our #1 advertising source with digital efforts a close #2. Television (or video) brings our message to life with beautiful imagery through thirty and sixty- second stories. As done in the past, utilizing this medium does not mean we will not promote to the masses. Instead, we will continue to select specific networks and programming where we reach the affluent traveler in both our key feeder and emerging markets. The television campaign will continue to include a national cable buy as well as spot market te5levision to provide greater advertising pressure in key feeder markets. We will continue to expand our national and spot market television buys to include the fall and late spring /early summer to further promote year -round tourism; something that has been TIFLORI A KEYS& KEY WEST ( COAYOl ARC I -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN successful for the last four years. We will not only buy early and late evening news, but will add prime access and prime time television for local cable. Strategic radio buys allow us to promote special events to targeted listeners and to give quick- response marketing at needed times including post- hurricane and slower season efforts. As done last year, we will investigate in -state radio promotions during the summer season to promote the drive -down market. Print advertising (magazines and newspapers) will continue to be a much smaller part of our media efforts this year but will be more strategically targeted to niche (think fishing, cultural, dive, etc.) and travel & lifestyle publications. Magazines allow us to target our messages demographically by reaching an affluent traveler with high - quality photo reproductions and a long shelf life. Much of our older and more affluent audience still enjoys the magazine format and we will deliver our message not only in traditional niche publications but also on tablet devices such as the iPad. As done last year, newspaper travel sections will be limited. Instead, we have aggressively pursued digital news outlets in key feeder markets (and various ad networks that include news, travel and entertainment sites that reach our target audience). Any newspaper efforts will be accomplished through The York Times Sunday Travel section (reaching the New York DMA as well as the rest of the country). Out -of -home advertising is focused on marketing to consumers when they are "on the go" in public spaces, in transit or in a specific commercial location. Formats of outdoor advertising include billboards, street furniture, transit and alternative efforts. We will include Atlanta in our out -of -home efforts. TIFLORI A KEYS& KEY WEST ( OMASYOl ARC I -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Objectives 1. Develop top -of -mind awareness and image of the Florida Keys & Key West as the premier Florida destination for leisure or business travel for the domestic and specific international markets. 2. Create and maintain a campaign that highlights all the reasons and motivations to visit and "protect" our destination with creative executions that promote sustaining the quality of our environment. 3. Develop a creative and flexible media plan for year -round tourism for the Florida Keys. 4. Continue to maintain a unique marketing identity in relation to competitive destinations. 5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event coordinators, public relations and sales to promote the Florida Keys & Key West as a total destination. 6. Bolster our campaign with value -added opportunities and co -op advertising within existing media and plan future co -op in our consumer e- marketing efforts. 7. In all efforts, drive consumers to our web sites (mobile and desktop) for immediate information, service and point of sale. Goals 1. Produce a new historic brochure that will promote the unique history and attractions unique to the entire destination. The brochure will cove all five districts and be available at trade shows and for various distribution throughout the Keys. 2. Increase digital advertising media spend by 10% out of Generic and District campaigns. 3. Increase advertising presence in the Atlanta market by 10% to assist with the spring /summer travel business. 4. Produce a fifteen - second pre- and mid -roll video for the IIX market. 5. Produce a fifteen - second pre -and mid -roll video for the German market. 6. Increase advertising presence to the Millennial Market including a specific digital /mobile pre- and mid -roll buy to this target where we will include our new millennial video. THE FLORIDA KEYS& KEYS KEY WEST ( CCM ASYO ARC I -3 m 0 Cn I 0 0 if m Cn 0 i i Sandy Tinsley.i Account Team ACCOUNTING Casey L.nsford . ........ ie villar•Frary Rick Balter Jennyfer Alba Lisa Stephens CREATIVE -1. - Dorn Martell -h—! Rick Blitman Ulysses Busch Mark Slatko Kathy Hirsh ACCOUNT SERVICES John Underwood 1. Ashley Miller Karen Piedra MEDIA/RESEARCH 5catt Sussman I Eric Gitlin h4ancy Stern Gio Gutierrez Peter Leeman K 0 Z X 0 m 0 0 CZ Z 0 CZ PO 0 m 0 CZ Z PQ S2 OD Z Z MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Target Marketing One of the essential elements in any marketing plan is that of identifying and selecting target markets. This is called market segmentation. This is the process of pulling apart the entire market as a whole and separating it into manageable, distinct units based on demographics. Competition has become so sophisticated that we must identify and carefully define our target markets to be effective in our advertising. We can identify our market in categories such as leisure travelers, travel trade, group or business and specialty markets. We can also target by age, gender, geography, income or other demographics. But it is fundamental that we know and understand the characteristics of these various market segments. Advertising must examine these market segments through demographics, psychographics and geographic analysis. The key is to identify who is traveling, where they are coming from and what was their motivation for making the trip. We want to turn our target market into a captive audience. The overall intent is to identify groups of similar potential customers; to prioritize the groups; to understand their behavior; and to respond with appropriate marketing strategies, We will continue to develop and refine our digital or Internet marketing. We will use the Internet through search engines, search words, links, email blasts and social network marketing to key in on specific markets, both nationally and internationally. We will also target respondents to our web site and other travel related sites who opt -in for additional information and promotions. Our marketing agencies and staff will continue to work with the research arm of the Tourist Development Council on visitor analysis to help identify new and emerging markets. Our marketing will promote the luxury experience by targeting an even more affluent traveler who is willing to spend more and stay down longer. We will continue to market to key international markets as well as closely monitor those markets that might be stagnant or where we have seen a decrease in visitation. As a rule, international travelers typically stay down longer, come during the slower seasons and spend more while visiting the destination. We will continue to target the slowest tourism periods of August, September and early October with marketing efforts to the international and mature markets. TIFLORI A KEYS& KEY WEST ( COASYOl ARC I -5 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Branding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services that differentiate it from the competition. Therefore it makes sense to understand that brand is about getting your potential customer to realize the value of your product. Brand equity is the marketing term for a brand's value in terms of awareness and perceived quality - in other words, its proven ability to draw and keep customers. Branding can reflect personality and an attitude, such as our destination's theme, "Come as you are ". Our Florida Keys & Key West positioning has become highly effective in creating consumer awareness of our laid -back atmosphere and lifestyle. Branding also develops consumer loyalty, even when reasonable substitutes are offered at lower prices. People are willing to pay more because of the perceptions they associate with the name Florida Keys & Key West. TIFLORI A KEYS& KEY WEST ( COAYOl ARC I -6 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Generic Collateral The following collateral is available for trade shows (travel trade and consumer shows) and most are available as downloads on the fla- keys.com web site. Destination /Generic Brochure: A complete guide on every district, diving, fishing, events, attractions, meeting planners guide. Description: 4" x 9 ", four -color Conch Brochures: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German. Description: 4" x 9 ", four -color Meeting Planners Guide: A guide featuring a beauty shot of participating properties, along with a description and room /facilities chart. Includes map and directional information. Description: 8.5" x 11" folded, four -color Florida Keys & Key West Film Commission Production Guide: A brochure highlighting location sites, attractions and permit information as well as accommodation and film production related business listings. Description: 5.5" x 8.5 ", four -color / B &W inside District / Umbrella / Association Collateral: Key West Gay & Lesbian Brochure: Key West, "Close to Perfect — Far From Normal ". A comprehensive piece on Key West's Gay & Lesbian attitude, lifestyle, attractions, architecture, legends, nightlife, history, culture, accommodations, dining and a list of annual Gay & Lesbian events. Description: 4.5" x 7 ", 16 pg., four -color Fishing Guide: Brochure includes the variety of fishing & timing within the destination and includes a link to a complete list of fishing tournaments with date, location and director information as well as fishing & boating information within the Keys. Description: 4" x 9 ", 6 -page tri -fold Culture Magazine: Magazine featuring a complete calendar of events, articles on cultural aspects of the Keys as well as the visual & performing arts in the destination. Description: 8.5" x 11 ", 16 pages, four -color Diving Wreck Trek Passport Brochure: Includes information (including a map) on the various wrecks in the waters of The Florida Keys with a dive log for every potential dive. This brochure is used as part of an on -going Wreck Trek promotion where, once all wreck dives are completed, the visitor gets an opportunity to win a Florida Keys & Key West dive vacation. Description: 4" x 5.5 ", 28 pages, four -color THE FLORIDA KEYS& KEY WEST ( C CME A YO AREA I -7 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Diving Reef Explorer Brochure: Includes information (including a map) on the various reefs throughout all the districts in The Florida Keys. This brochure is used as part of a new Dive Umbrella promotion where beginner and experienced divers can participate in a wreck trek program where, once wives are completed (one in every district), they will receive a downloadable official "Keys Reef Explorer" poster suitable for framing. Description: 5.5" x 8 ", 16- pages, four - color. Diving Postcard and DVD: The postcard includes a DVD that has a six - minute video highlighting the unique wrecks and reefs in each district. Each chapter is district specific and includes a district spot, logo and call -to- action. Description: Postcard, sleeve and DVD. Dive USB Drive: This a drive utilized to promote diving throughout the destination. The videos include a separate sales piece on diving wrecks and reefs within each of the five (5) districts as well as thirty- second commercials that also promote the districts. Target Audiences • Consumer The general target audience for the Florida Keys & Key West is affluent adults. • By targeting the affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "aspirational" element of a broader audience; those with less income who aspire to experience a quality vacation and thus will be more likely to travel to the Florida Keys & Key West. Within this group, "umbrella" campaigns will be skewed to prospects with special interests: • Leisure Travel • Ecotourism /Green Travel • Diving /Snorkeling • Fishing • Boating • Cultural /Historical /Art • Gay /Lesbian • Mature • Epicurean • Weddings /Honeymooners • Soft - Adventure • Romance • Family Travel • Luxury Travel THE FLORIDA KEYS& KEY WEST ( C CME A YO AREA I -8 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • Girl or Guy Getaways • Millennial • Generation X • Baby Boomers • Travelers with disabilities • Meetings & Incentives Market • Travel Trade • Travel Agents /Tour Operators, both nationally and internationally. • Meeting Planners, for small to mid -size meetings • International Travel The Keys have experienced significant growth in the number of visitors from overseas and Canada in the last decade. However, exchange rates can (and have) influence where visitors choose to go and how much they spend. We will approach the international markets based on their potential to deliver visitor volume and revenue in the near and longer time frame. Canada, UK, Germany and the Scandinavian countries have been leaders in visitation. France, Italy, Benelux and China have been developing and we will continue to focus on them. Marketing to specific international markets at the opportune time allows the TDC to promote year -round tourism. Our specific international advertising efforts will have a focus on both the consumer and trade. With the growth of the Internet, the destination has increased its presence on search engines and travel specific web sites. We will use email blasts and e- newsletters as direct promotions. We will also include print advertising to the trade and television, digital and print to the consumer where possible to drive visitation. THFLORI A KEYS& KEY WEST ( COMASYOl ARC I -9 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING ELAN 4i tt tat ' clllll .1 ek r -(a A 11M 1 50,()00+ ",nn�: °�,�1” °'prh9, Ijpw')' tlllueni tiara :y � SA $,hill - 18 11M `'1fO) . m-htm,iI r ',1 "I "lu,.ru l,.i"'o: e. 1adex U hnalcr, a' uscrrt ter cxpress the pertcrrS c1r11 firo r the 'avcr ,� c, Ilic var cr �a�a+ a sales a vs 900, , rs� purrr,lsa i ,bls.w:' 100 cc'pn ,�Am' the pcl' t rat '-6ove sss c'nig(" err 4rs.aittgrls° VhIrlicd =117 iridc.v l hk iri xua5 Mat tli i vgc.& ji(:giu1atearaa i„ 17' � nior'(- I truly thwi :ar drag tirars'ikA THE FLORIDA WEST ( C YC ! R I -10 r , +a Population % of Total Index A35 -64, III11 51501,000+ 48062,000 100% 169 - Total Men 2-4.109,000 50.2% 98 'Total Women 23.953,000 49.8% 1013 gc 35-39 8,370,CYC1{1 174Q'c 169 A ge 40-44 7,104, 0 J4,8% 1 69 A ge 45 - 59 .107,425 „000 21.7 169 A ge 50 -54 8r, 08 x, M)O 16,8% 16 .age 5544 14,077,000 29.1 %z 169 14HI `h100,000- $149,171117 '23 971,000 49.9"`r. 96 1- H1 $1707,000- $199,170107 11,9'31,000 2=48% 102 111 °11 `200,0007- $249,000 5,434,0007 11:3 108 I1I11 $2517,1000+ 0,727,171007 1. _0,'r 1075 Married 41,931,01007 872`r.' 117 I fofesstanaal'Maalatag riaal 315,640,000 7-1 h 112 College Craaaduate or more 37,151,00707 77.3% 106 C)wn Principal Residence 44,0781,010101 91.7% 103 1+ airline. Round ° Trills in fast Year 43,70 4,010J01 91.1% 101 5+ Airline Rounal'Trilas in fast Year 22,W3 000 47.8% 113'3 5+ Nights to Howl to 1'aast Yea 35,387,0007 73,6% 1013 Census, Region and Division: Northeast 9 971,11 O 20,€1% 98 C'cnsaas Re -role and Div ision: Midwest 10,477,070701 21,8%i 105 C'clasus Reg] )n and Division: South 15,8710,00001 337.0% 9�J C"cnsus Region and Divisiow West 11,745 24 =4r'e 4 99 ",nn�: °�,�1” °'prh9, Ijpw')' tlllueni tiara :y � SA $,hill - 18 11M `'1fO) . m-htm,iI r ',1 "I "lu,.ru l,.i"'o: e. 1adex U hnalcr, a' uscrrt ter cxpress the pertcrrS c1r11 firo r the 'avcr ,� c, Ilic var cr �a�a+ a sales a vs 900, , rs� purrr,lsa i ,bls.w:' 100 cc'pn ,�Am' the pcl' t rat '-6ove sss c'nig(" err 4rs.aittgrls° VhIrlicd =117 iridc.v l hk iri xua5 Mat tli i vgc.& ji(:giu1atearaa i„ 17' � nior'(- I truly thwi :ar drag tirars'ikA THE FLORIDA WEST ( C YC ! R I -10 r , +a D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Total Media Plan Expenditure Out of Home 1% Television 49% Print 10% $18,367,872 ►igital 40% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -11 Packet Pg. 570 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Monthly Media Spending January December 14% 11% No Oct( !{ A $18,367,872 ybruary 14% rch i% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� a� L C � C co 0 N I V- 40 N LL I -12 Packet Pg. 571 May Apri 6% 13% D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Advertising Breakout DAC 2 DAC 3 2% 8% DA 2A DAC 4 G°1 X 5 i % ulture Umbrella 3% Dive Umbrella 5% Fishing Umbrella 3% Generic 42% Total Budget: $21,364,603 THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� a� CO 0 N I V- 40 N I -13 Packet Pg. 572 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Co -op Advertising Cooperative advertising provides accommodations, tourist - related businesses and attractions, direct access to major travel markets at a cost - effective rate. • Due to limited availability, all co -op space and time is on a first come, first served basis. • Space / time reservations are arranged through a media insertion order form from a hotelier's ad agency, and /or an enrollment form and check made out in the full amount for the co -op program a particular business is participating in. • ONLY Florida Keys tourism destination messaging is allowed in any co -op ad. • Magazine: There must be at least four participants for each page. Co -op will be offered in various formats. • Newspaper: There must be a minimum of four participants in each ad. • E- Marketing: There must be a minimum of four participants in each effort. • All advertising materials must be supplied in accordance with the individual co -op offering. • The Agency of Record will have final creative control of the co -op program and its participation. • Generic and District Co -op is initially for lodging properties and then offered to other tourism - related businesses within the Keys that help promote the destination (attractions, etc.). Umbrella co -op programs are initially offered to specific umbrella - related businesses (diving, fishing and culture) and then lodging properties. THE FLORIDA KEYS& KEY WEST ( COMEASYO! ARED I -14 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN DPMVBOFSBMB OE! GVM- VIVNFOU! When callers request brochures or flyers, the Chambers of Commerce will handle all fulfillment requests. Fulfillment will include pieces provided by the Chambers of Commerce, specific to their district, and other tourism - related collateral. The Tourist Development Council does not provide any collateral for Chamber distribution. Call to Action Phone #s • U.S.A: 1- 800 -FLA -KEYS (for brochures). This is a consumer line that is answered on a rotation - basis, live at the five Chambers during business hours; voice mail after hours. • U.K: 0208 686 2600 (For brochures, videos or rate guides). This is a United Kingdom /Ireland travel trade line that is answered by our U.K. Sales Office. • Germany: 0221 - 2336 -451 (For brochures, videos or rate guides. 0221 - 2336 -450 (Fax) This is a German travel trade line that is answered by sales staff at Get it Across. Fulfillment Houses Domestic fulfillment house: • Print Farm - Miami, FL They control all trade fulfillment requests as well as trade & consumer show fulfillment. International fulfillment houses: • BH &P Direct Mail Ltd. - United Kingdom. They are the primary European fulfillment house. • Presse u. Touristikdienst Nentwich - Germany They are the secondary European fulfillment house. This mailhouse services Germany, Austria, Switzerland and the Netherlands. THE A KEYS& KEY WEST ( COMEA3YOl AREA I -15 MO ROECOUNTY TOURIST DEVELOPMENT COU CIL 2017 -2018 MARKETING PLA I I � � -m LEP 1 1 I I L i 14 "1 Z F A [ * I z l Am's Marketing, L" K. and Germany m Intemafion Trade I IntEmafif nal Consumers THE FLORIDA WEST ( C YC ! R 9 Ia[el MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN GENERIC MEDIA PLACEMENT The following provides an overview of the Generic advertising media plan for 2017/2018. TELEVISION Television remains The Keys single greatest way to reach target prospects (Adults 35- 64, with a Household Income of $150,000 +). • National Network Cable Television Utilizing demographically and contextually appropriate networks, The Florida Keys effectively reaches their core audience through the following networks: CNN, Fox News, HGTV, Food Network, Travel Channel, VICE, TLC and MSNBC. National Network advertising will appear to promote the fall, winter and spring The following details the flights for 2017/2018: ➢ November 13 — December 17, 2017 ➢ January 8 — March, 30, 2018 The Florida Keys & Key West will also have a strong presence in nationally broadcast fishing shows on Discovery, Destination America and NBC Sports. These shows will feature both in -shore and off -shore fishing. The shows the Keys will air in includes Saltwater Experience, George Poveromo's World of Saltwater Fishing, Silver Kings and Sport Fishing Television. Both :30 spots and billboards will air in these shows but more importantly many of the episodes will be shot in The Keys which acts as a 22- minute promotion. These shows will also feature what to do in the Keys when not fishing. • Local Spot Market Television Local spot television will appear in key markets throughout the year: ➢ Fall/Winter: New York, Chicago, Philadelphia, Boston, Washington D.C., Toronto, Detroit, Atlanta Charlotte, Columbus, Dallas and Houston ➢ Spring /Summer: Miami /Ft. Lauderdale, Tampa /St. Petersburg, Orlando /Melbourne, West Palm Beach, Ft. Myers /Naples and Jacksonville Advertising will primarily air in early morning and late news which prove to be cost effective. Prime Access (7PM -8PM) will also be used when it can be purchased cost efficiently. News has proven to be an effective daypart for The Florida Keys as it reaches a demographically desirable audience as well as its ability to engage target prospects with live viewership. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA I -17 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN OUT -OF- HOME /ATLANTA MARKET A billboard campaign will be placed in the Atlanta market in April and May 2018 to promote spring and summer travel. This will consist of high - profile billboards on major thoroughfares in the DMA. Additional television & digital efforts in the market will further leverage The Florida Keys & Key West investment in Atlanta to complete the 99039= CONSUMER PRINT AND ANNUAL PUBLICATIONS Domestic and international magazines will be utilized to target upscale travelers. Full and half -page ads will be implemented in demographically and contextually appropriate publications. Overall, there will be a decrease in the use of print during the 2017/2018 fiscal year as funds will be moved to digital advertising. This is reflected in the consumption of media among the target audience. • Consumer Print (Destination ads with Co -Op) Coastal Living, Conde Nast Traveler, New York Times T Travel Magazine and Travel +Leisure • Consumer Magazines /Annual Publications (Dedicated Branding ads): Afar, Bon Appetit, Travel Leisure, Food & Wine, National Geographic Traveler, WSJ Magazine, Bride's Magazine, Bridal Guide, Golf Magazines, AAA Living South, Travel Guide to Florida, Camp Florida, Virtuoso Life Magazine, Virtuoso Traveler Magazine, Virtuoso Multi- supplier Travel Catalog and Orange Bowl Official Program Guide INTERNATIONAL CONSUMER MEDIA Pre -roll video advertising has increased with the addition of new German and British language voiceover :15s: ➢ Canada: SpotX Pre -roll, EyeReturn Pre -roll, Toronto Life, Dreamscapes ➢ Germany: SpotX Pre -roll, Faz /Fas (newspaper), American Journal Magazine, Geo Saison (Magazine) ➢ United Kingdom: SpotX Pre -roll, magazine, Sunday Times Travel ➢ Italy: Dove Magazine Telegraph.co Pre -roll, Conde Nast Traveller Magazine, UK Taxi promotion ➢ Scandinavia: SpotX banner, Discover America Nordic Region, N by Norwegian, Vagabond, Scandinavian Traveler. ➢ Switzerland: Swiss Magazine ➢ China: Digital advertising, Essentially America THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA 11111E.3 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN DIGITAL /PRINT ADVERTISING CO -OP PROGRAMS Co -op advertising is a critical element of the media plan as it allows properties and tourism - related businesses to appear in media that would not normally be affordable to individual businesses. The FY 2017/2018 co -op programs will use a mix of e- newsletters, digital banners and pre -roll that link consumers to splash pages providing information on participating businesses. • FALL/WINTER/SPRING CO -OP PARTNER PACKAGES: ➢ Mobile Smartphone Co -op Packages Three mobile co -op programs will be implemented in the Fall, Winter and Spring. These programs will be geo- targeted to New York, Chicago, Philadelphia, Boston and Washington, D.C. markets. A carousel will feature participating properties which allows the consumer to scroll through and click directly to a businesses' site. ➢ Re- Targeting Co -op: New to the media plan this year is a re- targeting co -op program. A re- targeting pixel will be placed on fla- keys.com. Visitors to the fla- keys.com website will then be re- targeted with an individual hotel co -op partner's banner (photo /logo /copy). • FALL/WINTER/SPRING CO -OP PARTNER PACKAGES (CONTINUED): ➢ National Print /Digital National Co -op Package New York Times half -page, four -color ads with sponsored advertorial in Sunday Travel complemented with NYTimes.com Great Getaways dedicated e- newsletter, New York Times digital (Flex frame) and USA Today. ➢ Northeast /Midwest Geo- Targeted Digital Co -op packages The following media outlets will be utilized for this campaign: Spot X, CNN.com, Chicagotribune.com, Philly.com, Boston.com and WashingtonPost.com. • SPRING /SUMMER CO -OP PARTNER PACKAGES: ➢ Digital Spring Co -op packages (Geo- Targeting Atlanta, Charlotte, Dallas & Houston) AJC.com e- newsletter, CharlotteObserver.com e- newsletter, DallasNews.com e- newsletter, Chron.com e- newsletter and pre -roll video. TIFLORI A KEYS& KEY WEST ( COASYOl ARC I -19 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ➢ Digital Summer & Print Co -op packages (Geo- Targeting FL) CNN.com pre -roll video with companion banners, SpotX pre -roll with companion banners, Shermans Travel E- Bulletins, Miami Herald Weekend Getaways and Indulge, Sun - Sentinel Destinations Explore Florida Magazine, Orlando Sentinel Explore Florida Magazine, Tampa Bay Times Explore Florida Magazine, The Villages Magazine. ➢ Mobile Smartphone Summer Co -op package (Geo- Targeting FL) A mobile co -op program will be made available to properties to promote summer specials through Mobilefuse. Co -op participants will be included in a carousel formatted unit that allows consumers the ability to scroll through the different participating properties. DIGITAL MEDIA (BRANDING CAMPAIGNS) The Digital portion of the media plan uses numerous platforms to capture the attention of perspective visitors. These include programmatic ad exchanges, ad networks, supply side and direct publisher sites. These platforms are used across multiple devices including mobile, desktop, tablet, Over the Top Television (OTT) and Addressable Television. This technique allows the Florida Keys the ability to maximize reach of the target audience. ➢ Mobile /Tablet Advertising: Advertising on smartphones and tablets now represents the Keys greatest investment in digital advertising. The growth among consumers using these devices continues to expand. Direct sites such as NYTimes.com and CNN.com are used to reach these upscale audiences. Primarily, pre -roll advertising is used on smartphones, but high impact swipe units and expandable units are also used to feature the incredible visual assets of the destination. ➢ Cross Screen Advertising (Mobile /Tablet/Desktop /OTT): A portion of the digital plan calls for the use of a four - screen device play which allows for the Keys to appear wherever consumers may be viewing content. This also allows assurance that the target audience will see the destination's communications. ➢ Pre -roll Video: 15- second video will be the primary digital tool to influence consumers to visit the Florida Keys. Advertising will be optimized on several sites that have proven to perform well. These include: Adara, Spot X, Conversant and Google Display Network. These platforms allow the Keys to reach the target audience at scale. THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA I -20 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ➢ Social Media: As social media rapidly grows, so does its place on the media plan with the use of video on Facebook, Twitter and Instagram. The Keys will appear in users' newsfeeds based on their interest and demographic profile. ➢ Publishers site: Sites that meet the Keys demography will also be used. These include CNN.com, Foxnews.com, Travelandleisure.com and Condenast.com. Also, more niche sites such as Weddingwire.com and Meridethweddings.com will be purchased. ➢ Addressable Television: Addressable television allows The Keys to select only television households that meet a specific audience criteria (Adults 35- 64, HHI $150,000 +). This hyper targeting on television allows for little waste, but broad reach of the target audience. ➢ Search Engine Marketing: Paid Search word terms on Google, Yahoo and Bing will be utilized to address consumers interest in learning about The Keys. Those who have reached fla -keys through search will be re- targeted. TIFLCRI A KEYS& KEY WEST ( CCMA3YCl ARC I -21 D.7.a There's no place in the world quite like The Florida Keys. In fact, there's not even two places in The Keys that are exactly alike. With five distinct districts, and five completely unique experiences, there's truly something for everyone. From B &Bs, small inns and hotels with five stars, to campgrounds with millions of them. Fishing on the flats to diving in the Atlantic. World -class restaurants to laid back fish shacks. No matter what you're looking for, you'll find it in The Keys. 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And a sunset every evening that Close To Perfect - Far From Normal will inspire you to do anything but leave. t Ma1a Big Pine Key & The Lower Keys a a� a� L Go 0 • N I r O N LL A, � CCL C ii " N N t _e— a da \S \a Packet Pg. 589 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Key West Media Spending By Category Digital 45% Television 48% Budget Total: $5,841,556 Out -of -Home 1% Print. 6% THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� a� L C � C r O N I V- 40 N I -29 Packet Pg. 590 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -30 Packet Pg. 591 ■ I Iolllnl 011 ICI I I I� I II I I B 011111II�I1��19�111111111 1 1 9 0 1 1I��I ss, ■■..■l � .■..■f ■s ■■s..■1.■..■..1.. ®■�� ®. ■.■DIGIT ■� ■Gloi'lps. ■■ ®� 111111111111 1111111 I � �IIIIII�I�1111:: =: ■■■m.■■■s... 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I i 1 - 1111 I ■■IL!■1■1nu11■11111■1■f■■■■■1 ® 1 ® ��EMO1111i1 iii iiu ■ ° iii1 1 1i1 1 1iiiiiiiiiiiitii�i�ii ME ■BIY ■1■■111 ■1 '1■In>• I ■■ ■ ■ ■11 ■1111 ■ ■ ■ ■Il ■ ■ ■� ■ ■ ■ ■■1 D 1 mmo0 111 ■I!1 ■I I11 n>. 11■111111111111111 ■11 C1 e � Ali ■ 1111 1 ■I ■1 I ■111 ■u ■■ 011111111II11Q ■■■ ■11 iiiiii®I i iiiiiiiiii ®iiiiii 6 1 11111 1 11111111111 1 11111111111111111111 � � IIIIII0I��I'�� �1�I�91A1091110 E � 0® IIIIIIIII11111111111 - .. _ _. THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -33 Packet Pg. 594 MONK E COUNTY TOURIST DEVELOPMENT COUNC I L2017-2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' (L Co 04 I T 4 0 C4 (L Co Q C4 04 E u .2 1-34 1 Packet Pg. 59 ` � |�/ �� � � : � �� } A 83 Lu Ix 7 Lu (L § x Lu z < z LL, 3? LL THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' (L Co 04 I T 4 0 C4 (L Co Q C4 04 E u .2 1-34 1 Packet Pg. 59 _ • a S F S, I s h Nk A10 LL . 0 �' ►_ = f a Go N - tr,C ' With two national wildlife refuges, a national marine K sanctuary and miles of unspoiled wilderness, a visit Big P inel,e � to The Lower Keys is like a journey back in time. dnd Florida's Lower Keys Sleep under the stars. Dine in unique restaurants. And keep an eye out for our most famous residents, the tiny Key deer. M Marathon Key West Packet Pg. 596 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Big Pine Media Spending By Category Digital .1 print 16% Television 46% Budget Total: $531,375 THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® 1-35 Packet Pg. 597 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -36 Packet Pg. 598 ail! ®.w■■■■■ ®s■�■■■ ®.1..1....■ ■1100■01m .EL u100 ■1001■ �■ � ■■■■■100■■00 ■■■■■■■■■■ ■......... ■ 0 w■■ . . 0101■ ■ ■ 1 ■C' .� ■� ®■■■■.■■■ ■.LIII.011 I I• 11■ ■I.■■■■. ■■■■ �i01 ■ ■s_1 ■ ■■1■ ■1■ ■.1.111.1 01■■■■ ■I d 1r® ■ an ■..■...■...... 0101 ■■■■nn n■■ ■ 2 0101 _ _. - - - 1 ■ � 1 ' 1 ■ 1 I ■ I ■ ■ 1 ■ 1 ®10111111iii'.iiill ' - Illllloll 11111111 III l0 1® �® 01111111 IINII Illllloll Illllol X111 ® ■ ®1111111111 ®■■ ■■i.a■■■■■1■ �■■■In ■ ■E■. ■1111 .10■.. ■ ■I■ ■■111■ IIn■1 11■■■■ ■ w ■■ ■■■ ■M w■ ■11.■ ■w ■■■■■■I 111111 In■1 1■nn 111.1■ 1111 I■■. 0101■■ I■■11 ■ 1 I I I 11 1 ■ 111. ■1■ loll 11111111 1111 111 ® ■w ■. 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CIMINO a k: .. b THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -39 Packet Pg. 602 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -40 Packet Pg. 603 � ■■ m■■■ o■ mrwoiuoior� ■■uo■■io�■i ■■■■■ ■u■■■■wwu w■ur DY, ® ® ■ ■■ ■■���■� ■ ■I ■ ■ ■�II NMI I■ ■■ ■■■■■■■■■■■■■■■ ■■ ■■ ■1 �1 w wn i■■.. iii _ w■■.■r ■■m■■■.w■n...i. 1 - ■nn■■■■■■■■.■■.� inwiriiiiiiiiii i1wi11iwiiiiiiiiai ■■w■■■■.w ■n... mll ■u i 1 1 1 , 1 1 01 , IN w .. ■. .nn.■....■.u.. :I1o::illillim V. n■.■■■ u1u11 mmff .m ■■. .w■.I■I ■. ■a. ■ ■......nnp . .mE■■.mn i11111111111111 �■■■.■.n.■......wu� n.■..■ ■1 ■ ■n■ f ■w. ■■■mn ��..m. ■I ■I..I ■■■ ■■1■1 ■ ■ ■.WWnR C ® ® 0 ■m Em■:::�a - ■ ■ ■ ■rm ■1 ��nt�'etnn! ■r■w■nrn 11 ■■m■ i���i��i�e�:m nn ■I ■I■■I i. ■■r■. ■ ■ ■ ■ ■■ ■ ■n ■n■■■■.. ■r ■ ■ ■ ■ ■ ■nn� ■.■■■■o ■1 N ■1 NN ■ ■■ ■..■..■ C■■i■u Illi' u wi11i11 y �i■�■.■■■■ou■■■■■■ ■■uo ■m■■■■i 1 11WI 111111111 li li:iliiii � m■■ ■rw■� u■■.rm n na.■ n ■r■wmn■■■■■uu ■■■wmn■■■ � w ■■■ w■■■■■ ■t yea■■■ ■wa■u■■ ■rani. ■■nn � v � m■■e■w.ru.. o.■oo■o..■��u.. ■ ■rani ■�.� ��iii� n.wmu.....nn nWw......■.nn w....■ w....■ ® IMMUNE I II ■MNII1111111MMMI11[ ■ iii m ii ® i ■ �■ u ■iiiiiiiiiiiili�r ■ i■ u ■iiiii C iiiii �iiiri � ��Ili�ii llillllll�l ®Ilfli ® ■Illlllilillll0iil ®lilll >■ m Iloilo ■ 1 N m mpn■w■g loom ■n. . .■■■..ww.■....■..■ ■■. ■ ■ ■.n....■ m ii�i ii�ioaiiiiiiiiiiiiiioi�i ii ii _iiiiiiiiiiii o ii■ � ■ wiiiiiii��i� °in■�n■iim■iiii - m■■■■ mrin■ ■ ■■■r 11 on I oil 111111111 1111c :::::1111MOM � ®1ons. n. aion ■.■■.■■■■■.■ ■■■■■■■■■■■■.r ■■■■.■■■■■ ions■ s .■n■■a ons■ ■■■ ■ ■■■■■.■■■ ■.w.r�■.■.■�....■ ■ ■. ■■ ■ ■. ■■. ■ ■■ ■■■■■ ■ ■ ■..■■.■..■ ...�..�■.. ■u. ions■■ ■■.■■■■..■...■.■■.■ion ■ ■..■....■ ® MEE 11111 - -- III LIII IIIIIIIII THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -40 Packet Pg. 603 MONK E COUNTY TOURIST DEVELOPMENT COUNC I L2017-2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' FL Co 04 I T 4 0 C4 u- FL Co C4 04 E u .2 1-41 1 Packet Pg. 604 PIN- E ■ ul LL Z o 0 z 0 R w \ : §\§ »j: 41 [L L-i in ^ � 2� { THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' FL Co 04 I T 4 0 C4 u- FL Co C4 04 E u .2 1-41 1 Packet Pg. 604 D.7.a At v_ -may -• • - � —— i With an ideal location between the Atlantic Ocean Florida Keys p DY�o and the Gulf of Mexico, Islamorada offers some of ISI The amorada 1 the best sportfshing in the world. And if you're angling for extraordinary dining, a colorful art scene or just a quiet tropical escape, lee you'll find that here, too. *0 v � Key West Big Pine Key &The Lower Keys Packet Pg. 605 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Islamorada Media Spending By Category Digit 400/ Jon 0 Budget Total: $1,023,399 THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -42 Packet Pg. 606 Print 9% D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -43 Packet Pg. 607 n��������IQ�11��11�10�1�11911�II�II�E����1�1�II�III0111�IIn1�0�1�1 ill lillil mli11 l iiiii1 iii ..I Ill in 1■. In mu ©Inll � ■ ■ ■ lllll ■ ■■ ills■■■. 1111I111N1l11 llllllllllni .. ■ 11111111/ ■.�.1.� ■■..■1. nln ®1.' 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I' II �- ■ 1 ■ 11' I I I 1 1 ■ � 1 ■ In D■.■ .ills... ■1 ■ ■ ■ ■ ■ ■■ 1■■■■^ ills ■8 ■ ■ ■... ■ ■. ■..■ ■■i ©In 1111111111111111 I�III' 1111 ®IIIn111111 I- II 1111 ® ■W ■ ■ ■ ■ ■ ■ ■ ■r ■ ■ ■ ■ ■ ■If 1■■■■ .. ■ ■� ■� ■■■ ■ ■ ■■ ■■ ills■■ ■u■■uu■ ■ills■■■ ,I rl l n ■ ■ 1 I 1 1 ■ n■■ ■ ■N ut ®u■■■■■u■■■nn■■ ■u 1 ■■■■ 1111O I�III ������ 111111111111 Imlmn= ®nl1i111111 M o n M o n _ I m ®l�llllllllllllllllllllll I��0�0�1111111 III_Illlll 1111= ��In THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -43 Packet Pg. 607 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN e a - J � Q f N E I I I I I I I_ I I p. I THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -44 Packet Pg. 608 Emil ��� ■ ■ ■ ■ ■ ■■■■i ■■ ■ � p 1 a - J � Q f N E I I I I I I I_ I I p. I THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -44 Packet Pg. 608 z s ■ � p 1 II� a - J � Q f N E I I I I I I I_ I I p. I THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -44 Packet Pg. 608 D7a MONK ECOUNTYTOURI g DEVELOPMENT COUNC ±2]&2]8 MARKETING P »N THE FLORIDA KEYS &KEY WEST I CO §E&SYOU&RE' 1-45 Packet Pg. 609 ; ! ! , � y \(; � � - < :2.��\ INI � Q .I� �! THE FLORIDA KEYS &KEY WEST I CO §E&SYOU&RE' 1-45 Packet Pg. 609 D.7.a Al Situated just south of Miami, Key Largo feels like a world away. Whether you come to snorkel or dive in the pristine waters of John Pennekamp Coral Reef State Park, or to experience the unspoiled wilderness of the Florida Everglades, Key Largo will satisfy your natural instinct to explore. orida Keys Key Ldrg O A ZYaYYon Key West Big Pine Key &.The Lower Keys -. �a ov a Packet Pg. 610 D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN 2017 -2018 Key Largo Media Spending By Category Digital 40 % Budget Total: $1,121,873 Print 8 % THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® a a� a� L C � C r O N I V- 40 N LL I -46 Packet Pg. 611 Television 52 % D.7.a MONROE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -47 Packet Pg. 612 ® III�1�1��1�11���1�1II�I�I10���111�9����111�1�1111�1� !! s ■■■a Iwn1■rr■n■1■>rm■u�■uwlo _■n■o■ ■r■n■1n ■■r1■ ■o � ■ ■I■■■m0CiT0 r■■ o■o r■ ■■■n■w ■r I 1 01 1111 11111 1 1111 1 1 ■I■■i11■■1■ I ■lull I Illili!!! 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Immmillmillil 11111 mess .1ml IEE m qmmlmm L m,mliulm 10111111111ml, THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE® I -48 Packet Pg. 613 MONK E COUNTY TOURIST DEVELOPMENT COUNC I L2017-2018 MARKETING PLAN THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-49 1 Packet Pg. 614 !. 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Sales & Promotions Introduction The sales team is comprised of individuals who work primarily in the field, within identified existing markets and potential growth markets. The sales staff interfaces one on one with the travel trade, which includes travel agents, tour operators, incentive planners, meeting planners and receptive operators. The staff also works with state and regional tourist bureaus along with ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys & Key West as a destination. Though the sales team effort acts in concert with the efforts of advertising, public relations, and research, the sales effort is specialized and uses methods unique to the field of sales. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2017 -2018. 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. THE FLORI 3 WEST ( CCM3YCl ARC J -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Goals 1. 2. 3. 4. 5. Develop a Mandarin language Key Lime Academy program. Increase our presence /partnerships at MICE market appointment shows through sponsorship programs available to DMO's. Develop an affinity marketing program highlighting eco- friendly, authentic experiences through our international agencies of record. Increase number of marketing partnerships with high end travel trade partners. (Virtuoso, Pleasant Holidays, Luxury Travel Exchange). Develop a webinar training program for the Italian travel trade. 6. Develop a FAM trip in conjunction with Florida Huddle highlighting new product. 7. Develop two affinity marketing programs targeting LGBT travel. 8. Develop an interactive experience on site at consumer shows. 9. Develop a webinar training program for the MICE market. 10. Develop a co -op marketing promotion targeting Ireland and the Aer Lingus expansion. THE FLORIDA KEYS& KEY WEST ( COMEA YO! ARE§) J -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Staff Responsibilities Director of Sales Department administration. Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e. dive, fishing, and gay travel. Directs 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, as well as Visit Florida committees, Visit USA Committees, trade professionals and journalists. Destination Responsible for implementing sales plan activity for domestic Sales Coordinator leisure travel targeting feeder markets in the United States. Works with consumers, wedding planners and retail travel agents in the United States. Provides administrative assistance to the Director of Sales. Sales Manager Responsible for implementing sales plan activity for leisure travel in certain domestic and international markets. Works with consumers, retail travel agents in the United States and with consumers, travel agents and tour operators in the Benelux and German speaking countries. Works closely with international sales offices as well as Visit USA Committees in select markets. Acts as a liaison between sales department and dive umbrella. Provides assistance with domestic consumer activity as directed by the Director of Sales. Sales Manager Responsible for implementing sales plan activity for leisure travel in France, Canada, Asia, Latin America and other international countries as directed by the Director of Sales. Provides support for consumers, retail travel agents, tour operators (both domestic and international) and U.S. based receptive operators. Works closely with the international sales offices as well as Visit USA Committees in select markets. Provides assistance with domestic consumer activity as directed by the Director of Sales. TIFLORI A KEYS& KEY WEST ( COASYOl ARC J -3 Sales Manager Responsible for implementing sales plan activity in the meetings and conventions market. Works with corporate, national and state association planners as well as incentive planners both domestically and internationally (through our UK office) to generate group business for the destination. Provides additional assistance with retail travel agents and consumer events in the domestic market as directed by the Director of Sales. Sales Manager Responsible for implementing sales plan activity in the LGBT market. Participates in trade and consumer oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Provides additional assistance in generic market segments as directed by the Director of Sales. Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination booth or appropriate promotional event as outlined by the Director of Sales. Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom, Marketing, Ltd. Scotland, Ireland, Italy, France and Scandinavia. Participates in tradeshows, and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in the UK. Conducts sales missions, escorts FAM trips to the destination and initiates sales calls. Liaises with KBC PR agency. Axis Travel Maintains Florida Keys dedicated phone line for Marketing, Ltd. Germany, Switzerland and the Benelux countries through a German based sub agency, Get It Across Marketing. Participates in tradeshows, and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Frankfurt. Conducts sales missions, escorts FAM trips to the destination and initiates sales calls. Also liaises with Get It Across -PR. The sales staff provides on going customer support through trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips, webinars 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 and is responsible for making this information available 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. THE FLORIDA KEYS& KEY WEST ( C O M EAS O AREA W1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Methods of Sales Trade Shows - Organized and established exhibits domestically & internationally. Normally the format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table Or. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers /press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. Trade shows are essential in the travel industry. An inordinate amount of business is booked worldwide either right on the spot or as a result of follow -up. Sales Missions - Sales Missions are comprised of an organized delegation of sales people of a common grouping who travel as a group to a specific geographic area to meet face to face with customers. Some common activities of a sales mission are appointment calls taking place within the client's office environment to discuss the various products represented. The mission may also include hosted breakfast /lunch /reception /dinner training seminars and product presentations to the trade. Typically, this format is by invitation only to pre - qualified agents or meeting planners. A hosted reception is often appropriate and provides a casual atmosphere in which to network, but with the clear objective being product exposure. Missions are commonly organized by Visit Florida and open to statewide participation. Many times, we organize a destination specific mission with industry partners. Both are very valuable venues. "Destination Days" occur when representatives from a destination set up a tradeshow environment within a tour operator, travel agency, airline reservation center or incentive planners office. Presentations are given to the sales /reservations agents on how to promote our destination to their clients and consumers and to update them on new product and current events associated with the travel industry. Industry participation is encouraged at this events. 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. THE FLORIDA KEYS& KEY WEST ( O A3YO ARC J -5 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Gbn jrjbllbypo!Ulgt !. Familiarization trips are the optimum opportunity to showcase your product first hand. These trips are organized and attendees include travel trade professionals who have been qualified beforehand. They will generally have a local escort from the tourist bureau or a hotel may choose to solely organize their own fam. Fams are generated from a variety of sources: Airlines, tour operators, state and regional tourist bureaus, travel agencies, corporate hotel chains, etc. Fams are golden opportunities to help these professionals sell your product by experiencing it firsthand. We in the Florida Keys get very creative with our fams and follow the philosophy that we do not want the participants to spend all of their time inspecting hotels, but to experience what the destination itself has to offer in the way of attractions, activities, cultural events, art galleries etc. Hotels have the opportunity for exposure by hosting meals and doing brief presentations and /or providing complimentary lodging. All meals, accommodations and activities are sponsored either by the lodging /attractions industry or by the TDC, resulting in no significant costs to the fam participants. Fams are most always a very positive experience. The downside is dependency on fair weather, securing lodging during peak occupancy periods and fams are usually short 1 - 3 nights. The participants cannot see or experience all there is. Fam opportunities arise frequently throughout the year. Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it can be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to any market, trade or consumer. It can be a very effective tool. Electronic Marketing - Electronic promotion of our destination using various internet media including: e- newsletters, brochures, postcards and online sales presentations. E- marketing is cost effective, reaches an audience that staff would not be able to physically visit, available across every time zone during business hours, is targeted and trackable. This is an excellent follow up tool to sales missions, trade shows and keeps established clientele informed on destination updates. It can also be used as an educational source for meeting planners, travel agents and tour operators. Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be proactive and soliciting or simply responsive and reactive providing necessary sales support. The TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and German lines are the telemarketing centers of our organization. Affinity Marketing — Affinity marketing is a method of selling goods and services by creating partnerships with similar or compatible companies and brands. This increases brand loyalty for both companies and products and heightens market awareness of both. Visit Florida and our agencies of record overseas are the customary providers of outlets used in affinity marketing promotions. THE FLORIDA KEYS& KEY WEST ( CCMEASYO AREA Im MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Co- operative Programs - The sales department offers many co- operative delegate programs to the Keys tourism industry as does Visit Florida. Co -op booth space provides a more affordable opportunity to exhibit than to contract independently with the show organizers. Many show regulations provide for this type of arrangement, but some organizers do not. Keys industry participants join in the destination booth and have the opportunity to sell not only the destination but their product as well. Fees vary from show to show. Additionally, we frequently offer brochure distribution opportunity when it is not feasible to offer delegate participation. Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally funds a function or event in return for market exposure of some sort. Sponsorships may range from a small -scale activity such as a coffee break to a large - scale event such as a trade function sponsor. All sponsorship participation must be evaluated by its potential benefits. Lead Generation - The sales staff accumulates leads as a result of almost every effort we make, whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed along to the industry either via e -mail with the post trip report or via fax. Timely processing and distribution of leads is a critical component. The leads may vary in quality, but each lead is distributed as a result of a direct request from a travel professional. Sometimes this includes consumers as well. Follow -Up - Once leads have been obtained and distributed to the industry, follow -up to both our industry partners as well as to the travel trade is essential in determining the results of a sales effort. Lead follow up can be accomplished through different methods including: contacting travel trade to determine action steps taken as a result of our meeting, contacting meeting planners to determine how many properties responded to their request for proposal or contacting trade partners to determine booking volume as a result of a training or sales call to a reservation call center Social Networking Programs - Sales staff will be working with meeting planners, travel agents and tour operator associations who have established community bulletin boards and /or blog postings on their organizations web pages. TIFLORI A KEYS& KEY WEST ( COASYOl ARC J -7 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN International Overview The international visitor is an integral component of the sales and promotional program as it represents nearly 25% of overnight visits to the Florida Keys and Key West. These holidaymakers book travel to the Keys on an average of six to nine months in advance creating a guaranteed `base' of business for our lodging partners. These visitors participate in many of our outdoor activities and attractions and prefer our more upmarket dining options vs. their American counterpart's affinity towards fast food. Their travel mirrors that of the school holiday schedule, with a majority arriving during the time period between late June and September. This segment carries us through the month of August, as the European school term doesn't begin until the first full week in September. There are many uncertainties that are influencing how /when Europeans are traveling to the United States and this uncertainty is causing concern amongst all booking channels. Since the beginning of 2015, the exchange rate has been stable between USD 1.05 and 1.15 for EUR 1.00, which is not as attractive as it has been before, but allows for relatively reliable planning. The GBP has fluctuated, as well with the exchange rate dropping 20 points from a high of $1.48 just a year ago. The rate fluctuations across the Euro zone, Great Britain and Canada are changing how visitors from these areas travel, with many trading down in types of accommodations, length of stay, purchases while on holiday and /or destinations. International inbound tour operators are concerned that after several years of a weak USD, a vacation to the United States is now potentially perceived as `expensive'. We also have the uncertainty with the new administration and the travel bans from certain countries; the recent ban on personal electronic devices from certain airports and rumors about its extension to other European airports. There is latent concern that the ESTA entry form will require people to state their social media profiles (it is currently only voluntary). There have been articles in the press about how it would be better to clean your computer hard drive before you enter the US, or just purchase a new mobile phone upon arrival instead of potentially being forced to reveal personal information. As of this writing, these "rules" have not been implemented, and are completely speculative, which doesn't provide the guarantee that international tour operators require before advising consumers about a destination. There is a silver lining to this economic and political uncertainty in that despite the declines in exchange rates, the U.S. is still perceived as a good value. Our brand of authenticity, unique offerings and warm, sunny weather will continue to draw families from not only the UK, but also the Eurozone. The added inventory within the destination is helping tour operators secure more Florida Keys product, and with several European branded airlines (Norwegian, SAS, Jetair, Alitalia, Austrian Air, etc.) adding direct flights weekly into South Florida, accessibility and lodging options are abundant. With oil prices trading under the $50 /barrel range, the airlines can discount long haul tickets and maintain the necessary profit margin. These potentially discounted seats may help offset the currency exchange concerns. THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA Im MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN In our key feeder international markets, Florida remains in the top three desired vacation /beach /sun holiday destinations. With the escalating instability in other warm weather holiday regions (Egypt, Greece, Tunisia, Turkey), and the mass tourism sun destinations within Europe perceived as lackluster short break holidays (Spain, Portugal, Italy), the negative impact of the strengthening dollar may be tempered by security, stability, ease of travel and variety of options within the State of Florida. As expected, Canada remains our number one geographical point of origin for international inbound visitation, predominantly in the winter and early spring seasons. Canadians have a very strong interest in escaping the cold, harsh climate, but they are challenged by the current rate of exchange. This market has always been price sensitive and unfortunately with the rate of exchange currently at .74 Canadian cents to the USD, we are just too expensive for most Canadians at the moment. The golden horseshoe area (Toronto and its surrounding bedroom communities) provides the most potential due to the business model and subsequent household income in this area. We will monitor the situation as the year progresses and make the necessary adjustments to our strategy. We have strong relationships with tour operators and airlines and can tap into these resources at any time throughout the fiscal year. Our traditional feeder markets of the UK and Germany will remain the cornerstone of our international long haul promotional efforts, with sales tactics concentrating on niche markets within each region. Florida remains the number one desired vacation destination for beach holidays, as it is regarded as safe, value oriented and the capital for surf, sun, sand and shopping. Budget minded families may forego their annual theme park holiday in 2018, however, the Florida Keys has always been positioned as a more luxury, refined destination for couples and empty- nesters. Our soft adventure activities are popular with millennial's and families traveling with teen age and gap year dependents. Our visitor uses scheduled air service vs. the charter flights into Sanford or Ft. Lauderdale airports, therefore the increase in scheduled air and the upper market nature of our clientele is less affected by currency fluctuations. Germany and its German speaking neighbors of Austria and Switzerland continue to be the economic powerhouse for the European Union. The beach /resort areas in North Africa and the Middle East are viewed as unstable and not safe for families. The Caribbean remains an area of concern due to the widespread coverage of last year's Zika virus. With ample choices of direct flights from Frankfurt, Berlin, Munich and Dusseldorf into south Florida, we should continue to see visitors from this region with regularity. The destination is becoming quite trendy with the younger, more active demographic, therefore diving, kiteboarding, kayaking and similar experiential activities will be the focus of our positioning efforts next year. From this region we expect less of a `direct decline' but more `market stabilization'. Even if we do experience a 5- 10% decline in production we would still be at the historic levels achieved in 2012/2013. With all of the socio /politico /economic factors working against us, the German speaking region of central Europe remains a strong geographic area of origin for the destination. THE A KEYS& KEY WEST ( COMEA3YO AREA Im MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Ireland is an area to watch for growth in 2018. Aer Lingus, the country's flagship airline, is adding an additional 1500 seats between Dublin and Florida later this year. This is the largest expansion to the U.S. in 58 years! Ireland has the fastest growing economy in the European Union for the second year in a row with the unemployment rate falling to 6.2 %, the lowest rate in more than nine years. Irish consumer confidence is high, the tour operators are reporting double digit increases in bookings for this fall and beyond, and Florida is the number one preferred long haul destination. Italy is always interesting in that they are celebrating the lowest national unemployment rate in 5 years— 11.1% and is the Euro zone's third largest economy. Both major airports serving Florida directly (Malpensa in Milan and Fiumicino in Rome) are expected to receive pre - clearance status by the U.S. CBP office. Travelers would undergo immigration, customs, and agriculture inspection by U.S. Customs and Border Protection before boarding a flight to the United States rather than upon arrival. Expenditures by Italian tourists in the U.S. are one of the highest from European countries. Italians spend on average 20% more than British visitors and 10% more than German and French visitors. Another highlight of this market segment is the fact that Italians predominantly visit our area during the month of August, do not mind the heat and frequent our fine dining establishments during a time when other visitors tend to look for more budget minded choices. Although there has been a relaxation of the visa waiver rules for Brazilians wishing to travel to the U.S. and an unprecedented increase in the number of flights into MIA, we have seen a decline in visitation from this region, not only to our destination, but also to Miami and South Florida; the number one port of entry into the United States. This is due to the currency devaluation and economic and political instability. Tour operators and airlines are discounting their package prices in order to fill the seats they have contracted. Historically, Brazil has been a volatile market for us therefore we will continue to monitor their economic situation and make adjustments to our marketing efforts accordingly. China will continue to be the market to watch in 2018. The first wave of Chinese visitors to the U.S. concentrated on tier one destinations such as Hawaii, NYC, Las Vegas and California. We have begun to see visitors from China expanding across the U.S. to the east coast and places like Florida. We are already beginning to see record numbers of Chinese visitors to our area. The popularity of package tours with translators is fading; these second time visitors to the U.S. are keen on independent travel. Packaged individual travel (PIT) will be a source of highest growth potential with an estimated 3.6 million visitors coming to the U.S.; outgrowing the UK. Within Florida, Key West enjoys brand name recognition and is a highly sought destination due to the history of the region, the story of Ernest Hemingway and driving the overseas highway. THE FLORIDA KEYS& KEY WEST ( CCMEA YC! ARED J -10 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN All of the aforementioned countries present our destination with new marketing opportunities. We will look at different regions within the EU for growth and development while promoting the idea of unique, off - the - beaten -path travel experiences to established markets. We will continue to promote the Keys as a destination providing outlets for `experiential and value travel'; where even those who are experienced travelers will find authentic and unique cultural, historical and `quirky' attractions. We will monitor the exchange rates and political uncertainties through our agencies of record and adjust our strategies as the year progresses. THE E FLO RI A KEYS& KEY WEST ( C E A YO AREA J -11 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Cusp d rfi t Resources used in the information provided below include the following: See America Committees worldwide, our agencies of record in the UK and Germany, our Visa Vue research reports, various U.S Embassies and the United States Department of Commerce /International Trade Administration. L EUROPE GERMANY, AUSTRIA, SWITZERLAND International Traveler Profile: • Florida remains the favored U.S. based destination with over 482.000 visitors from Germany in 2016 • Average length of stay is 14 nights. • Florida Keys capture roughly 29% of German visitors while in Florida (in 2016) • Tour operators reported during ITB that around 30% - 40% of all travellers from the German - speaking markets are including The Florida Keys into their travel. • Reasons for traveling: weather, climate, beaches, nature, wildlife. • Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel /scuba diving /kayak/kiteboard, laid back feeling, authenticity. • Most recent available data shows the FKKW hosted 26,600 Swiss visitors and 17,200 visitors to the Keys originate from Austria. Travel Preferences and Trends: • There is substantially more airlift from the German - speaking markets to Florida. Last year Austrian Airlines introduced Miami from Vienna. AirBerlin introduced Miami from Berlin this year. Germanwings will now fly to Orlando from Cologne. AirBerlin will start flying to Orlando from Duesseldorf. Swiss Air maintains its Miami route from Zurich. AirBerlin kept its route to Miami from Duesseldorf but increased weekly frequency. Edelweiss from Switzerland opened up Tampa last year. Lufthansa opened a route to Tampa two years ago and has been flying to Miami direct from Frankfurt for many years. Air Berlin has been flying to Ft. Myers from Duesseldorf for years ever since it took over the route from its predecessor LTU. Condor has also been flying its Frankfurt route to Fort Lauderdale for years. • Icelandair and Aer Lingus are both serving Orlando now. Other important European airlines are KLM and BA, both of which fly to Miami. • With the expanded airfare, lead time of bookings is expected to decrease — particularly with the new Eurowings and AirBerlin connections to Florida. Repeat travelers will purchase more travel products on their own and book later. • Summer bookings to the USA are still traditionally "in the books" of the German - market tour operators by March, with December and January still being the primary booking months for summer travel. The new flights are in part seasonal, but should continue through mid October, so we hope plan to market in late spring to hit a late summer / early fall travel period. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA J -12 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • Shoulder seasons have seen and will most likely continue to see increase in double income, no kids and /or empty nesters. • Strong competition coming from the "American West" and National Parks Service. • Instability in Mediterranean destinations supports travel to "similar" warm - weather destinations such as Florida, although Spain is capturing a vast majority of the lower priced package business. • A Keys specific challenge have been restrictions on inventory during average booking windows and when the free sale allotment opens, but this effect has weakened with the opening of new hotels and thus the increased availability of rooms • Multiple tour operators reported that the UPPER KEYS, particularly Key Largo, has been booked very strongly as an alternative to Miami because of the egregiously expensive prices for accommodations and food in Miami. Key West seems to attract clients that are willing and able to pay higher ADRs, with the Middle and Upper Keys attracting the more price- sensitive client. • Tour operators are also reporting more combo packages within the US, such as NYC combined with Florida. The cruise market in Germany is growing very strongly, and there are more pre- and post- cruise inquiries for The Keys from German consumers. Economic Considerations and Political Trends: • Diversified product and new inventory may positively affect travel to the Keys. • German economy is stable; unemployment rate is down to 4.2% (Switzerland: only 3.3 %, Austria: 8.6 %). • The U.S. still perceived as good value for price paid as well as secure. • Consumer debt is low compared to UK and US. • Currency: Since the beginning of 2015, the exchange rate has been pretty stable between USD 1.05 and 1.15 for EUR 1.00, which is not as attrative as it has been before but makes it for relatively reliable planning • The USA is omni- present in the German - language news. All of the recent developments from Washington are viewed very critically — the travel bans from certain countries; the recent ban on laptop computers from certain airports and rumours about the extension to other European airports of that program. There is latent concern that the ESTA entry form will require people to state their social media profiles (it is currently only voluntary). There have been articles in the press about how it would be better to clean your computer hard drive before you enter the US, or just to buy a new mobile phone upon arrival instead of potentially being forced to reveal personal information. Because the "rules" seem to change so frequently from Washington, there is general uncertainty about what the rules are for people to enter the United States • The new administration is in general viewed rather unfavorably throughout the German speaking consumers, which has, may and will effect bookings to the US to a certain degree (although not yet as badly as some projected) THE FLORIDA KEYS& KEY WEST ( COMEA3YCl AREA J -13 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN BENELUX (Belgium, Netherlands, Lux embourg) International Traveler Profile: • U.S. continues to be the top long -haul destination. • California, New York and Florida capture 25% market share. • The fly /drive market represents 50% of total holiday travel segment. • Average age of long haul traveler is 45 -54 years old. • Travel period runs from June through mid - September with a peak in August. • Travelers are independent, seeking tailor -made trips. • Average length of stay is 3 weeks. • Average worker receives at least 7 public holidays and over 25 paid vacation days annually. Travel Preferences and Trends: • The potential traveler will conduct research via the internet about a possible destination in the US before making their travel plans. • The Dutch prefer the personal interaction and security that comes with using a travel agent. • Workers receive `vakantiegeld' as an annual bonus (8% of employees' gross income, approximately one month's salary, is awarded to workers for use towards paying for their vacations.) • Seeking more "Adventure Vacations" vs. strictly beach activity but definitely prefer warm sunny weather. • Due to instability in other warm weather regions, consumers looking for safe, family friendly destinations for their holidays. Economic Considerations and Political Trends: • The Belgian economy has stabilized. • Brussels is the capital of the EU and the focal point of this region and there are many stable, high paying jobs for the diplomats hailing from Brussels and the surrounding villages. • There are three main airlines: BA, Delta and UA offer daily flights to the US. Jetair has direct service to Miami increasing exposure to this market. • Belgium has the sixth highest per capita income worldwide. • Belgians are fairly liberal therefore any changes to the PED policy by the U.S. administration would negatively affect inbound tourism from this area. THE FLORIDA KEYS& KEY WEST ( C CME A YC! ARED J -14 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN DENMARK International Traveler Profile: • US remains favored choice for long haul destination and has been voted as such for the past six years at the Danish Travel Awards. • California, Florida and New York are the top three travel destinations. • Beach holidays, city breaks and fly /drive packages most popular. • With ever increasing non -stop flights from Denmark, The USA is considered as a city break destination as well as a longer travel holiday. • Danes will look to travel to the USA on more than one occasion each year. • Enjoy experiential travel, active holidays and relaxation. • Danes enjoy 6 full weeks of annual vacation and 11 national bank holidays. • Number of Danes traveling to the FKKW increased from 20,000 in 2013 to 28,200 in 2014. • Average Length of stay (in Florida) is 17.5 nights. • Take most of their vacations in the summer, with a peak in July /August. Travel Preferences and Trends: • Tour Operators are still used for long haul travel arrangements. • Travelers are becoming more adventurous, looking for more unique experiences. • Danes enjoy long road trips, making the Overseas Highway a `must see and do' for this market. • Due to harsh climate, continue to seek sun and warm beach holidays. • Special interest holidays on the increase. (biking, sailing, diving, etc). • New Copenhagen -Miami flight has performed well and is expected to continue. Economic Considerations and Political Trends: • Unemployment sits at 4.3% • Economic growth is projected to gradually strengthen to 1.9% in 2018 fueled by investment and exports. Household consumption growth will remain robust back by employment growth, higher real wages and rising property prices. Denmark's standard of living is among the highest in the world. • Denmark is one of the largest exporters of wind energy technology and container ships in the world. Their economy is also reliant on their exportation of oil and natural gas. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -15 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN FRANCE International Traveler Profile: • US continues to be top choice among long haul destinations. • 70% of visitors choose fly /drive vacations, as they are independent travelers. • Average length of stay is 14 nights for fly /drive market, FKKW capture 3 -4 of these overnight visits. • Family Vacations usually taken between mid -July and early September with couples traveling year round. • New York, Florida, and California remain the preferred destinations. • Enjoy 5 -7 weeks paid vacation per year. Travel Preferences & Trends: • Today's generation of travelers is comfortable traveling in English- speaking areas. • Bed and breakfast stays are becoming increasingly popular, as the French are looking for a more personal interaction with the local community. • Miami is the #2 port of entry for French travelers (NYC is #1). • There are 5 carriers with direct flights to Miami. • Attractions, nature and water activities, sunbathing, shopping and dining are the preferred leisure activities. • The French are repeat visitors to favored destinations. Economic Considerations and Political Trends: • Market indicators project continued growth in the French market. As other warm weather destinations become unstable, the U.S. is expected to continue its designation as first choice in long haul travel. • France is the #2 economic leader in the Eurozone behind Germany. • Tour operators are now selling directly to the consumer, thereby passing on the savings and omitting the retail agent. • Although the Euro /USD exchange rate has fluctuated in the last year, the US continues to be perceived as a value destination. THE FLORIDA KEYS& KEY WEST ( C CME A YC! ARED J -16 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN FINLAND International Traveler Profile: • Florida, NY and California are the most popular destinations within the U.S. • Majority of Finns choose packages, but trending toward individualized travel. • Finns enjoy beach holidays but a growing number are looking for active holidays engaging in modern type watersports. (kiteboarding, paddleboarding, nature based attractions). • Florida is the most popular destination for first time travelers to the U.S., families with children and senior citizens. • Finnish visitor numbers to the US increased by 8.3% in 2014 vs 2013. Further growth forecasted. Travel Preference & Trends: • Finnish tour operators report that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. • 40 % of all long haul travel takes place in the summer (late June through early September) is most popular time of year to travel to the States. • 70% of 2016 overseas trips were to the USA. • In the long haul market, the U.S. competes mainly with Southeast Asia, with Thailand being the most popular destination in that region. • China and Brazil are gaining in popularity but offer a different holiday than that of the FKKW. Economic Considerations and Political Trends: • Finnair has direct flights from Helsinki to Miami. British Airways and American Airlines offer connections through Heathrow direct into Miami. Norwegian Air offering a direct flight to Ft. Lauderdale, furthering potential from Scandinavia. • Finland gives its workers 30 days paid vacation and 14 paid holidays per year. • The only Nordic country to trade the Euro as a currency. • GDP tied to forestry, paper mills and agriculture with all sectors doing very well • Unemployment rate has stabilized since last year. Now sits at 9.1 %. • One third of the country's GDP is produced in the greater Helsinki region. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA J -17 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN U1 0 3 ff LTA :•0 International Traveler Profile: • The U.S. is the most important long haul holiday destination. • Florida, New York and California most popular destinations. • Average length of stay is 16 nights in the U.S. • Families with young children are looking for all- inclusive and pre -paid holiday destinations. • Orlando is still of great interest but cost is now more of a consideration. • Those with older children, repeat visitors, couples or empty nesters more likely to travel to the Florida Keys. • Pre /post cruising will be popular for 2018. Travel Preferences and Trends: • Prefers sunny, warm destinations. The Irish depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path" and twin center holidays becoming very popular • The United States earns one half of Ireland's long haul travel market. • Aer Lingus has started operating nonstop service from Dublin to Miami three times a week. • Consumers are booking travel year round vs the traditional January time frame. Tour operators allowing them to book as far out as 10 months and only have to put down a small deposit to hold positive space. Economic Considerations and Political Trends: • The Euro against the dollar has dipped and the Irish remain more cautious and price driven when choosing destinations to visit over the Brits. • Irish unemployment rate sits at 6.2 %, the lowest since 2008. • Upper income bracket will continue to travel and seek destinations that offer unique experiences. • Business travel is on the upswing and Irish businesses are spending more on international travel to the U.S. • Ireland's unemployment fell to 8.6% in January 2016 — the lowest rate for more than seven years. • U.S. pre- immigration and customs clearance facilities provide a unique advantage to travelers departing from Dublin and Shannon airports. • Ireland was the first country to approve same sex marriage by public referendum. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA ow MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ITALY International Traveler Profile: • U.S. remains as the top long -haul preferred destination. • In 2016 approximately 1.415 million Italians tourists traveled to the U.S. • Italy continues to be the 12th largest inbound market to the United States and the 4th from Europe. • Projections indicate that inbound arrivals will continue to grow over the next 3 years with a further increase of 2% by 2019. • Statistics highlight that 21% of the Italians that travel to the U.S. have been to Florida, which is ranked third in the top visited states behind New York and California. • Expenditures by Italian tourists in the U.S. are one of the highest from European countries. Italians spend on average 20% more than British tourists and 10% more than German and French visitors • Average length of stay is 17 nights, with Miami being the second most popular destination visited ( #1 is NYC). • A vast majority of Italians continue to use the services of a travel agent. • Most of our Italian visitors come from the northern and central regions on the country. • Tourism to the U.S. increased significantly in 2014 with a record 11 % growth, 2015 posted growth at 8% and 2016 looks to post a 2% increase over the previous two years. • The Florida Keys has seen the fastest growth since 2009 coming 10th behind 9.Chicago, 8.Orlando, 7.Boston, 6.Washington, 5.San Francisco, 4.Las Vegas, 3.Los Angeles, 2.Miami and 1.New York City. Travel Preferences & Trends: • Shopping and Sightseeing are the most popular activities for Italian travelers with cultural attractions and national parks following closely behind. • 12 non- stop flights from Rome and Milan into Miami positively exposes the Florida Keys to the Italian traveler. • Italian tourists tend to make their travel arrangements late (over 50% of arrangements were sold between 15 and 30 days before departure). • Miami and the Florida Keys realize 65% of all Italian visitors to Florida. • Summer peak travel period is July -mid September, with over 45% of all long haul travel occurring during August. • Honeymoons are a prime source of market growth. • Pre and Post cruise excursions are on the rise. • 63% of long haul packages include flight, accommodation, transfers and excursions, 34% flight and accommodation only and 3% fly /drive. Flight or accommodation only does not exist in TO packages within the Italian market. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA 1 -19 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Economic Considerations: • The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. • Posting the lowest unemployment rate in 5 years (11.1 %) and is the Eurozone's third largest economy. • CBP pre - clearance status would provide a big boost in traffic to the U.S. • 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. • LGBT outbound market is growing. International Traveler Profile: • U.S. continues to be Norway's favorite long haul destination. • Top cities are New York, Miami, Los Angeles and San Francisco • Experienced, discerning travelers. • Spends more than $4000.00 per trip. • Enjoy 5 weeks of paid holiday per year • Average length of stay in FL is 16 nights. • Seeking tailor made vacations. • Summer travel occurs between mid June and mid - September. • Will research destinations on -line, but consult travel trade for actual booking. Travel Preferences and Trends: • Increased air service into USA with Norwegian and SAS airlines. • Norwegian krone considered `weak' against the USD however over 300,000 Norwegians still expected to travel to the US in the next year. • The U.S. continues to be the preferred long -haul destination. • Norwegians prefer "sun and coastal" destinations to escape harsh climate. • Typical route is one week in Orlando and 3 weeks touring the rest of Florida (Ft. Lauderdale, Miami, The Keys and the west coast). • Interested in "action and adventure" travel (scuba diving, deep -sea fishing). • Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler. • The fastest growing niche market is adventure travel (fishing, golfing, diving). • Norwegian Airlines operating direct flights into Miami, Ft. Lauderdale and Orlando thus increasing market from Norway into Florida. • Cruising is becoming popular with 7 -14 night pre /post itineraries in- state. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -20 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Economic Considerations and Political Trends: • Norway has an unemployment rate of 4.8 %. • Because the economy is reliant on the exportation of petroleum and natural gas products it is vulnerable to current market fluctuations. • The strength of the USD is presenting a challenge for Norwegian travelers to the U.S. which will influence their buying and travel habits. • The current U.S. administration is seen negatively in the Scandinavian countries but has no impact on travel to the U.S. (unless the PED ban or other restrictions are put in place during the course of the year). SWEDEN International Traveler Profile: • The United States is a favored long -haul destination. • Top three visited states are: California, New York and Florida. • Average Length of stay is between 16 -21 days. • Prefer destinations offering sun and beaches. • Most are family oriented, with 1 or 2 children accompanying adults. • Increase of retirees who have time, guaranteed pensions and can travel during off peak periods. • The Swedes look to experience local culture, unique experiences, active holidays, shopping and cuisine. Travel Preferences and Trends: • Cultural experiences, eco- tourism and soft - adventure trips on the rise. • Most travel is conducted June - September (family market) with retirees opting for quieter, fall months. • Prefer fly /drive packages with "add on" opportunities. • 57% of travelers will use travel agencies to book (both on line and brick and mortar agencies combined) but will research their options on the internet. • Direct flights to the U.S. have increased year on year in frequency and destinations offered. • Swedes will spend approximately $3,300 per traveler. • Plan meticulously in advance of their trip. Hotels are expected to be of a high clean standard with fast internet. Economic Considerations and Political Trends: • Swedish economy had been strong with improved customer confidence and low interest rates in 2016; shortage of low skilled workers creating a tightening of the labor market. • The unemployment rate rose to 7.2% but appears to be stabilizing. • Stronger dollar may weaken inbound tourism market, most especially for higher priced and shopping destinations. THE FLORIDA KEYS& KEY WEST ( CCMEA YO AREA J -21 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 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). Orlando is the most visited USA destination by Brits but is now in decline year on year. • Top three visited states were Florida, New York, California. • "Dinkys" (double income, no kids), "ski'ers" (spending kid's inheritance) LGBTQ travel and Millennials are now the demographics to target as are not as affected by exchange rate fluctuations. • Perceived discretionary spend is now forefront on all traveller's mind. Most prominent in that of the family market. • Average duration is reducing. • Florida Keys are viewed by the UK market as a year round destination. • Families will stay in hotels, private and /or rented homes. Couples will stay in small inns, bed and breakfast type accommodations or high end luxury resorts. • Sun/ beach and fly drive trips continue to be main purpose of a Brits holiday but wedding and honeymoons and experience -led activities (soft adventure, national parks) continue to motivate as well. • Florida Keys perceived as a luxury experiential trip — travel to FKKW is not price driven. • Key West continues to be recognized as a popular LGBT destination for UK consumers. • Security is now high on the list of a travelers' priorities. Terror incidents over the last year in Paris, Brussels, Istanbul, Munich, Nice, London and Stockholm have pushed security to the top of consumers' minds. They want to know they are travelling to a `safe' destination. Travel Preferences & Trends: • 1.7 million Brits visited Florida in 2016 which is flat year on year and 11 % of the total visitation. • The UK remains the 1st International market visiting Florida (excluding Canada) • Others areas of Europe are showing decreases in visitation into Florida. • Europe is still the largest world region sending travelers into Florida — 4.1 million in 2016 which is again flat year in year. • Cruise and the all- inclusive market in Mexico and Caribbean are in huge growth year on year due to capped spending. • Canada is proving more popular than USA in 2017 to date due to a more favorable exchange rate. • Increased airlift into South Florida in 2017 opens up the FKKW region to more growth opportunity. British Airways, from July, will fly into Fort Lauderdale 4 times a week while Norwegian Air has increased its capacity from once a week to 4 times a week into Fort Lauderdale from London Gatwick. Adding to the increased flexibility in flight routes to southern Florida, WOW Air has launched a three - times -a -week service from London Heathrow to Miami via Reykjavik on 5 April. THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA J -22 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • The biggest challenge facing travel to the USA is the fluctuating exchange rate. The last 6 months have seen the worst £ -$ exchange making holidays to Florida more expensive than ever before. • Orlando is the area most affected by the exchange rate post Brexit crisis reporting huge year on year decreases from Tour Operators and airlines. Orlando is driven by the family market which is suffering most with the weak pound. The discretionary spend / out of pocket expenses once in Orlando are perceived to be too expensive for a family of four (park tickets, meals, tips, taxis) who are turning to all- inclusive resorts and Europe travel. • The Florida Beaches to date are less effected by the exchange rate as they are not dependent on the family market. In fact the Florida Keys are seeing growth year to date with many tour operators as FKKW are driven by those that are less price driven/ conscious and are viewed as a luxury destination. However the Tour Operators are unable to predict if this growth pattern will continue. • All tour operators are reporting their B to B business is strong. British consumer continues to like the security of booking via a travel agent. • Canada, Mexico, Cruising, Dubai are the strongest competitors to Florida. • Airbnb and other "home away from home" operations continue to be an area of concern for tour operators. • Luxury and experiential market continues to be greatest opportunity for the Florida Keys. Economic Considerations and Political Trends: • Following last year's EU referendum most of the talk in UK has been related to the effects of the UK voting out of the EU, this has now switched to a Snap general election what will take place on June 8th 2017. This has created further uncertainty for the UK who now enter a second year of major voting that has made it hard for the UK to create accurate forecasts across the board. • Bank of England governor Mark Carney has warned of a consumer spending squeeze this year as inflation rises and real wages fall. This year will be "a more challenging time for British households" and "wages won't keep up with prices ", he said. He was upbeat about wage growth beyond 2017 - but only if the government secures a "smooth" exit from the EU • This is supported by PWC in their economic outlook for 2017, UK economic growth held up better than expected in the six months following the Brexit vote, but this began to ease in early 2017 as inflation has risen, squeezing household spending power. They project UK growth to slow to around 1.6% in 2017 and 1.4% in 2018 due to slower consumer spending growth and the drag on business investment from Brexit - related uncertainty. • Despite uncertainty Consumer Spending in the UK spiked during Easter with Retail sales jumping in April, KPMG said sales had risen 5.6% since April 2016 - up from a fall of 1 % in March. However they expect tougher times ahead. • Rising fuel and food prices helped to push last month's inflation rate to the highest since September 2013.Inflation jumped to 2.3% in February - up from 1.8% in January. The increase has pushed the rate above the Bank of England's 2% target. THE FLORIDA KEYS& KEY WEST ( COMEA3YO AREA 11m, MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Food prices recorded their first annual increase for more than two- and -a -half years, standing 0.3% higher in February than a year earlier. The Bank of England has said it expects inflation will peak at 2.8% next year, although some economists think the rate could rise above 3 %. • Tour Operators report the market is very uncertain since the referendum regarding the Prime Minister's government on June 8 th which led to further exchange rate fluctuations. • Brits have become weary of the reporting of the "Trump Effect" and tour operators have said that home grown terrorism is and Brexit are bigger obstacles to consumer confidence. II. ASIA CHINA International Traveler Profile: • U.S. is the most sought after long haul destination. • Florida is one of the most popular destinations for second -time U.S. visitors from China. • Popularity of escorted motor coach tours fading; more in- depth, more shopping, dining and more independent travel on the rise. • Average length of stay is 11 nights (4 -6 nights in Florida). • By the end of 2017, China will send 3.6 million visitors to the U.S. outgrowing the UK • Within the State of Florida, Key West is highly sought destination. Travel Preferences and Trends: • New York, California and Las Vegas are the most popular destinations with Florida rising quickly. • Shopping, visiting iconic /historical places and cultural heritage sites high on priority list. • The Chinese are not sun worshippers. They avoid the sun and do not necessarily like the heat and humidity, but have a fascination with Florida. • 60% of travel expenditures geared towards shopping. • 53% of Chinese book their hotels online through an agent or via mobile apps • 61 % of travelers ask for opinions online before a purchase /destination selection. • Peak season for travel: summer holidays (July and August -not to Florida) and Chinese New Year Holidays (late Jan /February). Economic Considerations and Political Trends: • Exchange rate not an influential factor. The Chinese RMB appreciates vs the USD regularly. • Significant cultural and language challenges continue to place China in the `developmental phase' for tourism promotion. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -24 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • $1100 USD spent per day just on luxury goods; make up 25% of global spending on luxury items. • The middle class will outgrow US by 2020, making China the largest economy in the world. • The middle and upper classes spend 19 %of their annual salaries on overseas travel. More than any other country. • WeChat is China's fastest growing social network. Has 430 million monthly active users. Should be used as an advertising medium to connect with a very mobile consumer THE FLORI 3 WEST ( CCM3YCl ARC J -25 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN INDIA International Traveler Profile: • Main purpose is a balance between visiting friends and family (while on holiday) and business • Average length of stay is 12.5 nights • Young travelers: Average age of 35 yrs. • Only 5% of visitors booked through a travel agent • The average travel party size is 1.5; mostly male. Travel Preferences and Trends: • Advance trip decision time averages 56 days • Indians have become shoppers as that is their top activity while on vacation. • Prefer warm, humid weather conditions, but are not sun worshippers • Will travel in small groups with members of extended family • Very rare to see women traveling unescorted by men • Central Florida (theme parks) and the Southeast coast, (including the Keys) capture 46 and 43% of Indian visitors to the State respectively. Economic Considerations and Political Trends: • India is not a member of the visa - waiver country group, therefore visa applications and fees can prohibit travel to the U.S. • Exchange rate is showing stability as the Rupee is trading at 66.72 INR = 1 USD which is slightly higher than a year ago • Pharmaceutical and manufacturing sectors are fueling India's recent ascent to the third largest economy in the world. • 7.9% GDP growth forecasted by December 2017 driven by corporate growth and external demand. JAPAN International Traveler Profile: • The U.S. continues to be one of the most popular long haul destinations. • The top three visited states were Hawaii, California, New York. • Hawaii will remain at top place. • Average length of stay is 8 nights. • Stay in 4 and 5 star facilities but willing to seek out smaller guesthouses or bed and breakfast type accommodations. • Prefers shopping, natural and scenic attractions, "observational tourism" and special interest tours most popular. Enjoy engaging in sports or observing professional sports. • Baby boomers are the fastest growing market segment with time, money and energy to spend on leisure travel. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -26 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Travel Preferences and Trends: • The total number of travelers to the U.S. was 3.62 million in 2014 (most recent full year data available) but the first six months of 2015 showed an increase by 4.1% over 2014 numbers.. • Accounts for 45% of all Asian visitors. • 67% will use a travel agent source (brick and mortar or online) with 18% using a travel guide. • Peaks in travel to FL are during "Golden Week" (spring), summer vacation (mid July — end of August ) and the Emperor's Birthday /New Year (December 23 — January 3). • Visiting museums, photographing points of interest and shopping are popular. • 7 mile bridge, Hemingway Home and coral reef are most popular attractions in the Keys. • Social media sources strong influencing factor on where to travel and where to stay. Economic Considerations and Political Trends: • Economy seems to be growing but at a very slow pace. • Enthusiasm for specific destinations is cyclical; Florida is becoming popular again. • Low unemployment (3.2 %) • Sales tax increase from the current 8 to 10% scheduled for April 2016 has been postponed until at least October 2019 to maintain economic buoyancy. • Exchange rate: Yen has appreciated 12% against the USD, making a trip to the U.S. good value. III. NORTH AMERICA Ca_1 0 I_1 17-11 International Traveler Profile: • Florida remains the #1 destination of choice and is the #1 international inbound market for the Florida Keys. • Record visitation in 2014 with 23 million visitors • Average age is 45 -64 years old. • Prefer sun and beach destinations, soft adventure, cruises and golfing. • Average party size is 2.2 persons, and average length of stay is 22.7 nights and 77% are empty nesters. Travel Preferences & Trends: • Florida, California, and Arizona rank as top non - border state destinations. • Canadians prefer to use their cars to travel with only 35% using air lift services. • 54% of all Canadians traveling to U.S. originate from Ontario province and 29% from Quebec. • The Canadian traveler seeks "value for price paid" when selecting accommodations. • Likes RV parks, campgrounds THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -27 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN • Will take short breaks within the state of Florida from a winter second home or via expensive RV. Economic Considerations: • The Canadian dollar has weakened during the past year in relation to the U.S. Dollar; this may negatively affect Canadian inbound travel. • Sun destinations like Mexico and all inclusive resorts in the Caribbean, including Cuba, are competitive. • Canadian economy forecasted to remain stable. • Ranks Number 1 in tourism receipts for international visitors based on volume. IV. LATIN AMERICA 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. • The majority of Brazilian visitors to Florida enjoy a household income of over $89K. • Booking windows average 117.6 days in advance of travel. • Brazilians tend to travel to FL in December and January followed by school breaks in July. • Enjoy 30 days paid vacation per year, 13 paid holidays, a 13 month salary and a vacation bonus. Travel Preferences and Trends: • A majority of visitors to Florida hail from Sao Paulo, Manaus, Brasilia, Porto Alegre, Campinas or Rio de Janeiro. Sao Paulo is the number one visa issuing U.S. Embassy /consulate post in the world. With 1.1 million visas issued for travel to the U.S.; with more than 50% of those being adjudicated in Sao Paulo. • Visit Miami /Ft. Lauderdale and Orlando almost exclusively. • There are 100 flights from Brazil into Miami a week. • Brazilians use the internet as a key planning and researching tool but sales are made through 200 different tour operators. • Favorite past times are shopping (accounts for 92% of their preferences), nightlife and theme parks. • 52% of outbound travelers vacationed with their family. • 50% of Brazilians used a travel agent to organize outbound trips while others go directly to airlines to purchase tickets. • Brazil has 10,000 travel agencies with 60% of those focusing on international travel. THE A KEYS& KEY WEST ( COMEA3YOl AREA MM MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Economic Considerations: • Brazil remains in a deep recession. • Unemployment rate is currently at 12 %. • Brazil's economic growth decelerated in 2015 and has is forecasted to stabilize. • Tour operators and airlines are slashing prices to stimulate passenger growth in the outbound tourism sector. • Real to USD exchange is devaluating: 1 BRL = 0.31 USD vs. 1 BRL = .42 USD in 2014. • Economy shrank 3.6% in 2016 which is better than the 3.8% reduction from the year prior but certainly not a marked improvement. • The IMF forecasts Brazil's recession ending in 2017 but growth will be less than 1 %. THE E FLC RI WEST ( C O M E YC ! RED J -29 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN N,DF!)Nf f yoht -!,bdf oywf - !DpsgpsbLf !boe!Fyi jcjypot*! Pwf s\yf x ! The immediate outlook for the Meetings, Incentive, Convention and Exhibition (MICE) sector continues to look bright. A vast majority of annual events are moving forward with confidence for 2018 and well into 2019. The market has firmly rebounded from the last economic downturn in 2008 and is full steam ahead. Program bookings within this market continue to be a strong indicator of a corporation's confidence in the economic future. Positive indicators include the continued lengthening of program planning and booking window trend we noticed last year and budgeting for future events is holding steady. The most commonly selected destinations for incentive group travel are now the USA, Caribbean, Hawaii and Mexico. Incentive travel budgets average between $3,000 and $4,000 per person although approximately 40% of the industry spends more than that. Average per - person spend has increased by 5% annually since the fall 2014 with the current average hovering around $3,755. The Florida Keys and Key West was impacted by the completion of several capital projects over the last year and into the early part of 2017. Room inventory was reintroduced and helped ease compression throughout the destination. Key West has seen the greatest impact with leisure travelers having more property options and room availability closer to their arrival date. This has created downward pressure on pricing. Properties are quicker to adjust rates downward to capture last minute bookings in an effort to match the previous year's occupancy levels. As a result of the increase in inventory and the stabilization of room rates, properties with meeting space have started insulating themselves by allocating more inventory to the Meetings and Incentives market. The continued benefit of additional airlift and downward pressure on airfares has been a great advantage in attracting additional and returning programs to the destination. Reaction from this market is very positive and positions us better to compete with other destinations with larger and more diversified airlift. In addition, the destination is well positioned against several lingering negative issues within our comp set. The Caribbean is still battling the stigma of its widespread Zika virus outbreak. The uncertainty of current and possibly future federal government travel bans and their enforcement have cast a huge cloud over many companies taking employees out of the continental US. Instability in offshore warm weather destinations have deemed those areas `no fly zones' for American companies and cruises are usually not considered for corporate events. Lodging properties will concentrate on promoting midweek business which is considered a `need time' throughout the year. The cold weather markets continue to be strong for the winter and spring seasons with those planners booking further out. By allowing for a longer booking window, they know they can yield a better room rate and preferred date availability. The opposite is true for the summer and fall, where shorter booking windows yield better rates and availability. Planners at this time of year keep a THE FLORIDA KEYS& KEY WEST ( CCMEA YO AREA J -30 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN keen eye on the tropics as it appears that the scars from previous active hurricane seasons continue to influence decision making. We will continue to seek out and attend meeting planner events where formal appointments can be made, therefore insuring adequate face time to educate the attendee on the infrastructure of the destination as it pertains to conducting a business event. Only programs with a strong vetting process will be considered. These types of events offer the ability to reach qualified planners and decision makers in a more comprehensive way. DOMESTIC OVERVIEW The Florida Keys and Key West had enjoyed high demand coupled with a reduction in lodging inventory for several years thereby creating artificial compression with a subsequent increase in rates. Most of these projects are now completed and we find ourselves having 800 +/- additional lodging rooms available. With the increase in inventory across the destination, the continuation of historic increases in REVPAR and occupancy has plateaued, and it has become very challenging to forecast more than a just few weeks in advance. If the patterns of the past year remain the same our growth potential may be closer to flat year on year. Inventories, rate strategies and on line dynamic pricing is studied every day in order to maximize revenue and occupancy. This becomes more apparent during our traditional drive down summer season where the lead time is much shorter. The predictable patterns of travel from certain regions in the U.S. throughout the year doesn't necessarily change, but is influenced by factors we cannot control; weather, personal finances, political uncertainty (or instability) and leisure time constraints. We know that travelers from the Northeast and Midwest regions will research and consider traveling to our area during the winter and spring months, while travelers from the Southeast and year round Florida residents provide us with the biggest opportunity for summer and fall visitation. Domestic markets that provide us with new prospects for a longer length of stay include destinations like Colorado and the west coast (including California) where summers are fleeting and watersports activities are limited. These regions have the potential to fill our shoulder season months. The winter of 2017 was deemed very mild and the Easter holiday (with its subsequent school break) was very late into April this year. As we plan for winter of 2018 we will consider these components and other influential factors and engage in sales and promotional efforts that coincide with consumers' decision making and buying cycles. We have several factors working in our favor as we move forward and they include the following: 1. Increase in lodging inventory. a. Various properties have renovated, upgraded or have been developed providing more choices for the different types of visitors the destination attracts. THE A KEYS& KEY WEST ( COMEASYOl AREA J -31 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 2. Increase in air lift direct in to EYW: a. With seasonal, direct flights from Chicago O'Hare, Newark and Washington Reagan, Key West and the Lower Keys are now a direct flight winter escape for up- market urbanites. b. Year round connections through Charlotte, Atlanta and Miami continue to bolster our off season business from the Southeast region. 3. Buy American: a. With a majority of Americans not having a passport and with the political instability making headlines in the UK and Europe, the average American traveler does not want to travel outside the U.S. borders. The domestic economy is in positive territory, unemployment is low, consumer confidence is on an upswing, and there is a sense of security by staying within the confines of the U.S. The Florida Keys and Key West is poised to embrace this mindset as we offer the allure of an offshore destination, a variety of activities, excellent food, live music and a quirkiness not found in other American seaside destinations. The scenario of two working adults, two busy children and too many demands on the family unit combine to make an escape to a tropical, fun and safe destination like the Keys the perfect antidote for their everyday frenetic lives. A similar scenario can be described for two working couples, empty nesters and multi - generational family travel. All of these consumers have the financial confidence to pay for a truly rewarding experience, prefer destinations that are `hassle free' and just want to `get away' and re- connect with one another. Instant accessibility to limitless information portals for the best deals, insider tips, product reviews and travel websites has changed the way Americans research, plan and buy travel. Just five years ago having a hotel website with a few nice photos and the best available rate was all a property needed to entice potential guests to book direct, whereas now 360 degree videos, zen -like experiences, `investing in yourself' and all the comforts of home (only better) are the industry norm. The dichotomy of visitor profiles who vacation in the Keys are as diverse as their booking preferences. Younger boomers (late 50's to mid 60's) who have been `road warriors' most of their career are comfortable with traditional lodging facilities and will cash in their loyalty points they've accumulated on business travel. The family travelers look for lodging that best suits their budget and personal needs, and a `kids camp' program is no longer necessary to attract the modern family. Parents no longer want to drop their children off in a structured program as they would rather remain together as a family and experience their vacation and activities as a unit. There are enough distractions during their everyday life therefore they want to maximize their time when they are experiencing a new place. The newest group that is influencing market trends is the millennial segment. This group shuns all things `big box' and therefore seeks opportunities that engage them in experiences directly tied to the local culture. They interact in small, like minded groups therefore vacation rentals are very popular because they can rent a home, stay together as a group and save money. They prefer bicycles to cars, are always `on line', prefer THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -32 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN intimate, authentic experiences and document everything. They refer to social media platforms or blog posts for information and predominantly use mobile services when doing so. The experiences they seek are ones that make participants feel good about how and where they travel. This type of visitor tends to look for destinations that embrace ecotourism; one that recognizes the need for a balance between tourism, a sustainable attitude towards the environment and the local culture. By providing these travelers with unique experiences, they feel rewarded not only physically through relaxation, but more importantly awakens them on a spiritual, emotional and intellectual level. Smaller lodging facilities throughout the destination are adjusting to changes in the marketplace as well. Long time visitors who have been loyal to a lodging facility for years are either reducing their usual length of stay or skipping a year due to rising costs. They are seeking other destinations that are more within their budget range or opting for an all- inclusive vacation scenario. Some of these facilities are now selling rooms on third party websites to make up the difference in this fundamental shift in business practices. The Florida Keys and Key West has become known as an up- market destination and our affinity marketing efforts and electronic promotions will respond accordingly. Partnering with high end travel networks such as Virtuoso, Pleasant Holidays and Departure Lounge through webinars and educational sessions will continue to stimulate interest in the area. Consumer interactions at various travel shows validate the continued importance of our presence at these events. Although the intereet is a plethora of information, they tell us that they came to the show because they wanted to speak with `real locals'. It is our off - the - beaten -path restaurants, diverse marine experiences, interactive attractions, local art galleries and live music that sets the Florida Keys and Key West apart from other in -state destinations. GAY /LESBIAN MARKET PROFILE It has long been assumed that LGBT consumers tend to have higher levels of disposable income and thus spend more than mainstream consumers on discretionary items such as travel. Many have assumed that this is because LGBT couples choose not to have children. However this notion is increasingly regarded as too simplistic. LGBT travel is about safety, it's about comfort, it's about politics. And it's also about welcoming events, friendly accommodations and having fun with similar travelers. It's no secret that LGBT travelers spend a lot on travel. As noted in previous reports by Community Marketing and Insights of San Francisco, LGBT consumers spend 57 percent more on travel than non -LGBT consumers. One travel networking association, Out Now Business Class, estimates that the LGBT travel market is now valued at more than $200 billion (U.S.) in annual spending. THFLORI A KEYS& KEY WEST ( COAYOl ARC J -33 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Market research shows that LGBT travelers demonstrate very strong preferences for "warm weather," "safety," "beaches /water activities," "authenticity," and "culture /history." And Key West checks all the boxes. The perception of "safety" is especially important to this demographic. LGBT visitors to the Keys know that they will be safe from both harassment and judgement, and the destination's marketing messages of "Come as you are" and "Close to perfect, far from normal" resonate with the LGBT demographic as genuine, authentic. LGBT leisure travel continues to evolve, and the destination is working hard to anticipate these changes in travel choices. The LGBT traveler today is highly diverse, more visible, and adventurous. Millennials of all sexual orientations and gender identities are —as consumers and travelers— behaving differently to generations that have gone before. They seem less bothered by labels and conforming to rigid stereotypes, and much more accepting of LGBT people in general, raising questions over whether the "segregation" of LGBT travelers that has occurred historically in some destinations will be necessary or even desirable in the future. Lodging options in Key West and the Keys are perfectly positioned to capture this evolving consumer behavior. The core of same sex guest houses continue to offer a unique experience expected by "Baby Boomer" and "Gen V travelers while mainstream properties broaden and expand their marketing efforts to reach LGBT Millennials. It is important to underscore with all age groups that in the Florida Keys "labels are used for clothes, not people," and that we are all "One Human Family." So how do LGBT millennials travel differently today? According to the International Gay and Lesbian Travel Association, the following characteristics define millennial travel behavior: • They are constantly connected and are always "online" • They seek social interaction • They are happy to share whether it's Uber, Instagram or mobile apps • They seek authenticity • They spend selectively • They are more likely to book shared economy accommodations • They are keenly interested in cuisine • They research and book online and expect well - tailored personalization in travel options • They prefer to be reflected as part of mainstream advertising rather than be targeted or grouped apart based on their sexuality. Historically LGBT travelers to the Florida Keys have come from the same markets as mainstream travelers with a few variations. The tri -state New York City metropolitan market continues to be the top area of origin for LGBT visitors followed by the Florida drive down markets, the Northeast /Boston metro, mid Atlantic (Philadelphia /Baltimore /Washington), Chicago and Atlanta. Summer LGBT visitors tend to come from the Florida drive down markets, Texas and the Midwest. The majority of LGBT travelers to the Keys are from urban areas with moderate to affluent incomes. They are discerning, value savvy consumers who appreciate and seek authentic, compelling travel experiences. THFLORI A KEYS& KEY WEST ( COMASYOl ARC J -34 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN As more destinations emulate our efforts and expend more resources to reach LGBT travelers, it is incumbent upon us to innovate, invent and devise new approaches to communicate and promote our authentic message to all segments of the LGBT market. Alternative, out of the ordinary, creative marketing efforts are called for. The good news is that our message obviously still resonates with this important demographic as reflected in the strong showing of LGBT travelers to the Florida Keys during the past year. THE FLORIDA KEYS& KEY WEST ( C A YC ! A R J -35 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 2017 -2018 SALES ACTIVITY CALENDAR OCTOBER 2017 October 1 -2 Tour America Dublin, Ireland Registration: $2700 Axis Travel Marketing The destination will be participating in the Tour America Sale Day, the largest consumer show that occurs annually in Dublin. This is a direct to the consumer event which is highly anticipated by consumers looking to take advantage of the competitive package pricing that Tour America offers during the course of the weekend. Reservation staff agents are situated on the show floor to secure and confirm holidays for those consumers in attendance. This event dovetails perfectly with the Aer Lingus expansion direct into Miami mid - September. October 10 -12 IMEX- America America's Worldwide Exhibition for Incentive Travel, Meetings and Events Las Vegas, NV Registration: $60,000 Jack Meier IMEX America has grown rapidly since it first debuted over six years ago. The appointment based show has almost doubled in size. It has positioned itself as the preeminent domestic event for the incentive travel market. The TDC will create destination awareness by having a large presence on the show floor, both visually and with partner participation. October 12 -14 Travel Industry Exchange New Orleans, LA Registration: $6400 Liana Pyne Travel Industry Exchange is one of the leading appointment based travel agent educational conferences with an opportunity to meet with 500+ US based travel agents for 1 on 1 scheduled meetings along with additional networking events, and magazine exposure to a database of over 50,000 travel agents. THE FLORIDA KEYS& KEY WEST ( CCMEA YC! ARED J -36 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN PdLpcf s!24.26 UUH !Sj n j of ! Sjn joj- !JLbm! Registration: $8200 Axis Travel Marketing TTG Rimini is the premier B2B event in Italy with an appointment based approach; buyers make appointments with those exhibitors with whom they are interested in doing business, therefore your time is efficiently used meeting with only those tour operators who actually book Florida product. We are exhibiting within the Brand USA pavilion to minimize our financial investment and will be represented by our native Italian speaker via our UK agency of record, Axis Travel Marketing. October 13 -15 Atlanta Pride Atlanta, GA Registration: $1300 Guy Ross This two day event is the largest Pride event in the southeast U.S. and draws more than 250,000 people each year from Georgia, Alabama, Tennessee, North Carolina and South Carolina. Previous participation in this event has demonstrated the cost effectiveness and affordability in reaching LGBT consumers in this important market. With five daily direct flights from Hartsfield International on Delta and one stop affordable flights on American this market continues to grow and expand for the Florida Keys. October 17 -19 Pleasant Holidays Fall 2017 Road Shows Chicago, IL /Boston, MA/Newark, NJ Registration: $3500 Liana Pyne /Stacey Mitchell Pleasant Holidays is a high end travel agent network dedicated to creating customized vacations for its clients. The Fall 2017 Road Shows are taking place in 3 of the Florida Keys and Key West's major inbound markets and these events are travel agent specific with an audience of up to 100 travel professionals per event. The supplier partners are hand selected and exclusively limited to 50 partners only, which will ensure maximum exposure among the travel professionals who are engaged and actively booking our destination. THFLCRI A KEYS& KEY WEST ( CCMA3YCl ARC J -37 The Florida Keys will be participating in the International Tourism and Travel Show in Montreal, targeting French speaking consumers and members of the Canadian travel trade. This three day event is the perfect opportunity to introduce the new product within our destination via presentations to both members of the travel trade and to the general public. October 24 Travel Weekly Florida Plus Webinar Registration: N/A Liana Pyne In support of an Advertising purchase with Travel Weekly Florida through Tinsley Advertising, the Florida Keys and Key West will conduct a webinar along with other Florida destinations. The webinar will consist of destination training, new and exciting news regarding the destination to an audience of active and engaged travel professionals. NOVEMBER 2017 November 1 -4 DEMA Orlando, FL Registration: $6185 Dive Umbrella /Yves Vrielynck Co -op Participation available at $350 per partner DEMA Show 2017 is the only international trade -only event for the diving, action water sports and adventure travel. 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. The show is being held in Orlando (it switches between Orlando and Las Vegas) this year and a smaller presence has been contracted. This show has also lost some of its potential but is still the largest `trade only' show of its kind in the country. It stays important for the Florida Keys Dive Umbrella to be present amongst all the other well know dive destinations in the world. Industry participation is encouraged but will be limited. THE A KEYS& KEY WEST ( COMEA3YOl AREA BM MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN November 1 -5 Greater Palm Springs Pride Palm Springs, CA Registration: $1970 Guy Ross This is the third year that the Florida Keys will be represented at this important, very well attended Pride event that attracts LGBT visitors from southern California, Arizona, Nevada and even the Pacific Northwest. Palm Springs is a default get -away for LGBT travelers on the West Coast. Now in its 30 year, Palm Springs Pride is a key showcase for the Florida Keys on the west coast, and positions the destination as an "exotic," "bucket -list" option to Hawaii. November 3 -6 USA - Canada Experience & USA - Canada Reismarkt Bussum, Holland Registration: $1500 Yves Vrielynck The USA- Canada Experience is a trade only event targeting tour operators and their travel agents selling the USA and Canada. All the key players in the Dutch market show up for presentations and networking sessions during these two days. Over 300 travel agents are in attendance to learn and /or reacquaint themselves with the different destinations. This is followed with two consumer days at the USA- Canada Reismarkt where only North American destinations are represented. November 6 -8 World Travel Market London, England Registration: $65,000 Stacey Mitchell /Yves Vrielynck/Axis Travel Mktg Co -op participation available at $750 per delegate in destination booth. Brochure Distribution available at $250 per property. World Travel Market is the UK's largest annual travel trade show. There will be a USA Pavilion for US -based destinations to exhibit their products and meet with travel agents, tour operators, and travel media. The Florida Keys will continue to show a strong presence in this market to build on existing trade relationships as well as to identify emerging "niche" travel segment opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible and identify with those members of the trade who best suit our lodging industry. THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA J -39 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN November 28— December 1 INTER(action) Orlando, FL Registration: $10,000 Jack Meier American Express Meetings and Events will host its Global Employee Meeting and Supplier Showcase annual event for the first time in Orlando. There have been five previous editions. The Florida pavilion will be highlighted as a major part of the Supplier Showcase. The event includes pre -set appointments and quality networking events. Our participation includes one Webinar event for later in the fiscal year 2017 -2018. November 30— December 2 Tour America /Aer Lingus Education Experience Florida Keys, FL Registration: N/A Staff Tour America, Ireland's largest tour operator in partnership with Aer Lingus, will be escorting a small group of product managers from their offices for an exclusive in -depth familiarization visit. We will be highlighting new product, newly renovated product, attractions and potential itineraries to drive longer length of stay. Industry participation is necessary in order to facilitate this program. November, TBD Receptive Operator Presentations, Appreciation Luncheon and Destination Training Orlando, FL Registration: N/A Sabine Chilton Presentations and destination training will be conducted to travel trade professionals in the greater Orlando area where most of our receptive operator partners are located. We will also be hosting a destination day training event in the offices of the Mark Travel Corporation. This opportunity is reliant on industry participation. THE FLORIDA KEYS& KEY WEST ( COMEAYOl AREA .m MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN DECEMBER 2017 December 4 -7 DERTOUR/German Familiarization Tour Florida Keys, FL Registration : N/A Yves Vrielynck/Marcel Sprenger Our German agency, `Get It Across', will be escorting a group of 18 travel agents from Dertour; one of the largest tour operators in the German market. They will be spending four days in the Keys where we will be highlighting new product, newly renovated product, attractions and potential itineraries. At the end of the week they will be traveling to Orlando where they will meet up with another 100 of their colleagues for more destination training sessions. Marcel Sprenger from our German agency will be available in Orlando to host several of these presentations. Industry participation is necessary in order to facilitate this program. December 11 -15 Scandinavian Familiarization Tour Florida Keys Registration : N/A Sabine Chilton /Emma Cashmore Our UK agency, Axis Travel Marketing, will be co- hosting a group of Scandinavian Tour Operators for an exclusive in -depth familiarization visit. We will be highlighting new products, newly renovated products and attractions to maximize length of stay. Industry participation is necessary in order to facilitate this program. JANUARY 2018 January, 6 -9 Pre Huddle Familiarization Visit Florida Keys, FL Registration: N/A Lauren Sycamore /Sabine Chilton Our UK agency, Axis Travel Marketing, will be co- hosting a group of international tour operators pre Florida Huddle for an exclusive in -depth familiarization visit. We will be highlighting new products, newly renovated products and attractions to maximize length of stay. Industry participation is necessary in order to facilitate this program. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA J -41 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN January 9 -11 Florida Huddle Orlando, FL Registration: $6500 Lauren Sycamore /Sabine Chilton This show has gained in attendance from both the trade and exhibitor side and now consists of two full days of pre - scheduled appointments. It is exclusively formatted to promote Florida product to the international FIT and group tour market. Last year tour operators from China, India, the UK, Ireland, Germany, Switzerland, Canada, all domestic tour operators and the receptive operators who are responsible for bookings Keys product attended. For those interested in the domestic and international group and FIT markets, this is the most cost effective effort to secure your property's exposure to the international inbound traveler. January 12 -15 Reiseliv and Travel Match Lillestrom /Oslo, Norway Registration: $3500 Axis Travel Mktg Reiseliv is the premier Travel and Tourism Show in Scandinavia and is the most important market place for the Norwegians and international trade industry. Last year over 40,000 consumers attended the event over a 3 day period. Members of the Nordic travel trade will attend Travelmatch which is a computer generated one on one appointment show held one day prior to the consumer fair. Due to the importance of this growing market, we will participate in this event through our UK/Scandinavia sales representatives. January 13 -14 San Diego Travel and Adventure Show San Diego, CA Registration: $7500 Stacey Mitchell /Liana Pyne Co -op participation available at no charge. Brochure distribution available at $200 per property. The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show as we are considered a "Bucket List" destination with travelers from Southern California. The west coast THE FLORIDA KEYS& KEY WEST ( CCM A YC! AR MM market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. January 20 -21 Washington Travel and Adventure Show Washington, DC Registration: $7500 Y. Vrielynck/Jack Meier Co -op participation available at no charge. Brochure Distribution available at $200 per property This show is the USA's premier consumer event serving adventure, eco and outdoor tourism enthusiasts and professionals. These events have become `the' travel planning venue for the adventurous, affluent, active travel market segment. Over 66% of consumers in attendance reports having an average household income over $100K. This show continues to draw a quality response and upper end consumers looking for more detailed information about destinations. This show pulls consumers from both inside and outside the beltway, helping to feed our spring and summer domestic feeder markets. January 26 -28 New York Times Travel Show New York, NY Registration: $7600 Sabine Chilton /Guy Ross Co- opportunities available at no charge. Brochure distribution available at $200 per property. The NY Times Travel Show is the cornerstone of consumer events focusing on a well - educated populace from the tri -state area. This region continually ranks in our top cities (areas) of origin during the peak winter travel seasons and when the dark days of January set in, these consumers are ready to escape to a sunny, warm climate. Seasonal, direct flights from LGA to EYW are available for sale during the show dates which can help capture late February /March and Easter break travel. THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA J -43 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN January 30 — February 03 IPEC 2018 Oxon Hill, MD Registration: $5500 Jack Meier The Independent Planner Conference (IPEC) is an appointment based trade event geared towards bringing meeting professionals together with destination marketers. This three day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the destination as a viable meetings source. FEBRUARY 2018 February 9 -11 The Boston Globe Travel Show Boston, MA Registration: $6600 Liana Pyne /Jack Meier Co -op participation available at no charge. Brochure distribution available at $200 per property. The Florida Keys will be exhibiting at the largest consumer show in the New England. This two day show affords the destination exposure in a key feeder market during the coldest period of the winter season. With winters stretching into April and early May in this part of the country, we can still promote the benefits of warm weather to a winter weary audience. Last year more than 1,100 travel agents and 14,000 consumers attended this event, and the Florida Keys were one of the most requested Florida destinations. February 10 -11 Chicago Travel and Adventure Show Chicago, IL Registration: $7500 Sabine Chilton Co -op participation available at no charge. Brochure distribution available at $200 per property. The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is THE FLORIDA KEYS& KEY WEST ( CCMEA YO AREA .. MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN always well received by the consumers in attendance at this show and the greater Chicago -land area continues to be one of our key winter feeder domestic markets, most especially with seasonal direct flights from ORD airport. GF csvbsz!28.29 San Francisco /Bay Area Travel and Adventure Show Santa Clara, CA Registration: $7500 Stacey Mitchell /Guy Ross Co -op participation available at no charge. Brochure distribution available at $200 per property. The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and tend to be an active, outdoor, eco minded adventure traveler. February 17 -18 Our World Underwater Chicago, IL Registration: $3600 Covered by Dive Umbrella Yves Vrielynck Co -op participation available for dive operators at $350 Per operator Our World Underwater is a dive specific consumer show. 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, who dive the Florida Keys, come from. The new advertising campaigns is targeted to attract not only experienced divers but also those new to the sport, local universities are targeted to attract a younger more dynamic crowd to the sport. In addition, there is an enhanced focus on dive destinations. Plenty of visitors come especially to find out about learning how to dive and where to do it and we can promote with dive centers on receiving open water and continuing education referrals. TIFLORI A KEYS& KEY WEST ( COA3YOl ARC J -45 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN February 24 -25 Los Angeles Travel and Adventure Show Los Angeles, CA Registration: $7500 Co -op participation available at no charge. Brochure distribution available at $200 per property. Sabine Chilton /Liana Pyne The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The greater Los Angeles area, stretching as far north as Santa Barbara and as far south as Long Beach, attracts travelers within the demographic that is perfectly suited for our target markets. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. MARCH 2018 March 3 -5 Visit USA Italy Showcase Venice, Italy Registration: $6500 Axis Travel Marketing Just prior to ITB, delegates from the U.S. will be traveling to Venice, Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient method of exposing the destination to the main travel trade and media partners within the Italian tourism sector. This is a cost effective method of promoting product to a market segment that travels almost exclusively during the month of August. THE FLORIDA KEYS& KEY WEST ( CC A YC! AR um MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN March 7 -11 ITB Berlin, Germany Registration: $50,000 Co- opportunities available at $500 per property. Brochure distribution available at $250 per property. Stacey Mitchell /Y.Vrielynck This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, (behind Canada) therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both LGBT market and mainstream trade. March 10 -11 Philadelphia Travel and Adventure Show Philadelphia, PA Registration: $7500 Jack Meier Co -op participation available at no charge. Brochure Distribution available at $200 per property The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, insuring high end media and travel professional exposure. The destination was well received by the consumers in attendance at last year's show and the greater Philadelphia /NJ area continues to be one of our key spring and early summer domestic feeder markets. THE FLORIDA KEYS& KEY WEST ( CO A YO! AR J -47 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN March 10 -11 Bridal and Wedding Expo Charlotte, NC Registration: $5000 Liana Pyne Co -op participation available at no charge. Brochure Distribution available at $100 per property The Bridal and Wedding Expo is a series of consumer trade shows specifically selling all things related to the wedding industry. Wedding spending has increased an average of 8% from 2015 to 2016 and trends are showing that spending will continue to increase through 2017. The show's producer, American Consumer Shows(ACS), are one of the largest producers of consumer trade shows in the industry, including 13 shows dedicated to the wedding niche and target brides and grooms who are ready to book all aspects of their upcoming wedding. ACS receives heavy media coverage in major bridal publications and websites such as The Knot, Conde Nast, Wedding Wire, Southern Bride, and Modern Luxury Bride This particular show in Charlotte, NC is highly desirable for the Florida Keys and Key West with several nonstop flights to both Miami International Airport and Key West International Airport. March 17 -18 Dallas Travel and Adventure Show Dallas, TX Registration: $7500 Sabine Chilton /Guy Ross Co -op participation available at no charge. Brochure Distribution available at $200 per property The Travel & Adventure Show Series has established itself as the premier consumer marketing platform in the travel industry and take place in 8 top gateway markets across the United States. Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre - qualified travelers. The Travel Channel or other key media sponsor these events, insuring high end media and travel professional exposure. The Dallas /Ft. Worth region is a key feeder market for the destination. Dallas ranks in the top 10 DMAs for population and household income over 100K. Dallas /Fort Worth International is the fourth busiest airport in the US and is one of American Airlines' largest hubs. The consumers in this region like to travel to our area year around including the summer months, as they do not mind the heat and humidity and enjoy engaging in our active, soft adventure opportunities. THE FLORIDA KEYS& KEY WEST ( COMEA3YCl AREA MM This scuba show caters to the dive consumer in the lucrative Northeast corridor. This is the 42nd Annual Consumer Dive & Travel Exposition held at the Meadowlands Exposition Center, Secaucus, New Jersey, which is within 10 minutes of New York City. The show attracts both divers and non - divers by broad advertising across the Northeast region and throughout the industry. The Northeast region is the country's wealthiest and has the largest concentration of consumers. This area is an important one for both dive and leisure travel to the Florida Keys. It boasts the highest per capita income in the nation and has 5 of the top 10 communities with the highest median buying power. There are 3 major airports in the New York area alone so there were no concerns about accessibility or flight costs. March 24 -25 Denver Travel and Adventure Show Denver, CO Registration: $7500 Stacey Mitchell /Liana Pyne Co -op participation available at no charge. Brochure Distribution available at $200 per property The Travel & Adventure Show Series has established itself as the premier consumer marketing platform in the travel industry and take place in 8 top gateway markets across the United States. Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre - qualified travelers. The Travel Channel or other key media partners sponsor these events, insuring high end media and travel professional exposure. 2017 was the first time the show was held in Denver and was extremely successful. The Mile High City is the nation's Baby Boomer Capital and a Millennial Boomtown with a heavy concentration of snorkelers, divers and fishermen targeting spring and fall travel to the destination. THE FLORIDA KEYS& KEY WEST ( CCMEA YO AREA um MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN March 25 -28 Incentive Live Las Vegas, NV Registration: $8500 Jack Meier Boutique style, one to one appointment based event focusing exclusively on incentive programs. Hand selected and fully vetted incentive buyers with significant global purchasing power will attend this industry showcase. Suppliers can attend by invitation only representing the top requested incentive DMO's, hotels /resorts and cruise lines. March 27 -29 Active America China Summit Atlanta, GA Registration: $2995 Sabine Chilton North American Journeys has been producing this appointment based shows for several years and the FKKW has been participating the past few years with overwhelming success. Destination representatives are matched with tour operators who have business in your area for one on one business meetings. China is the fastest growing inbound market to the United States and is forecast to continue this upward trend through 2020. This is a cost effective way of getting our message out to the tour operators on what our destination has to offer to their clients. March 28 — April 1 The Dinah 2018 Palm Springs, CA Registration: $3000(sponsor) Guy Ross After our second successful year as a Bronze Sponsor at The Dinah 2017, the Florida Keys will look forward to building more awareness and exposure with an onsite display and promotion in 2018. The Dinah is the largest lesbian event and music festival in the world. Attendance over the 5 day weekend has grown to more than 23,000 people. Created and produced by Mariah Hanson of Club Skirts Productions, "The Dinah" is one of the top 5 signature events each year in Palm Springs and a "must -do" rite of passage for lesbians around the world. THE FLORIDA KEYS& KEY WEST ( CO A3YO ARC J -50 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN MAY 2018 May 19 -23 IPW Denver, CO Registration: $50,000 Staff Co -op participation available at $1200 per property. International Pow Wow(IPW) is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is vital 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 market share in the international marketplace. May 30 — June 4 28 Annual Gay Days Orlando Orlando, FL Registration: $5000 (sponsor) Jack Meier /Guy Ross Gay Days Orlando is a 4 -day dance party, social gathering and expo held annually at Sea World Orlando. This will be the 28 year for Gay Days Orlando. The Expo offers a variety of products and services geared specifically for the LGBT community, and throughout the day entertainment and raffle drawings keep visitors interested. The Gay Days Expo has become one of the world's largest LGBT travel, entertainment and business expositions. More than 25,000 affluent, well- educated and brand loyal LGBT guests attend the event and come by the destination's exhibit. JUNE 2018 June 9 Seattle Pride Seattle, WA Registration: $3600 (sponsor) Guy Ross Seattle Pride has been an aspirational sales event for several years though the destination has not been able to participate previously due to schedule conflicts. Seattle Pride is the largest "free" Pride Festival in the U.S. and draws more than 150,000 attendees each year. It is the largest LGBT gathering in the Pacific Northwest and is promoted heavily throughout the region six months prior to the event. Silver Sponsorship includes multiple logo displays on website, signage, social media etc. and a display tent space at the Saturday Street Fair on Capitol Hill. THE FLORIDA 3 WEST ( COME 3YO AREA J -51 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN June 16 -17 Wilton Manors Stonewall Fort Lauderdale, Florida Registration: $2400 Guy Ross Wilton Manors Stonewall is a separate event from Fort Lauderdale Pride which now takes place on the beach in February. The Key West Business Guild represents the destination at the beach event. The June Stonewall event on Wilton Drive in Wilton Manors has become the number one de facto LGBT annual event in the Ft. Lauderdale market. There is no charge for admission and more than 150 vendors are offered prime commercial space to exhibit along Wilton Drive. Organizers of Stonewall estimate that more than 150,000 people attended the 2016 event. June 23 -24 The Scuba Show Long Beach, CA Registration: $5500 Covered by Dive Umbrella Yves Vrielynck Co -op participation available at $350 per participant Now in its 31st 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. THFLORI A KEYS& KEY WEST ( COA3YOl ARC J -52 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN June 24 New York Pridefest New York, NY Registration: $1350 Guy Ross PrideFest, which will be going into its 25th year in 2018, is the largest annual LGBT street fair in America with more than 425,000 attendees over the course of the day long festival that combines vendors, entertainers and activities for a day of fun and celebration in the name of equality. PrideFest attracts thousands of out -of -state visitors and brings them together with local residents and families, corporate sponsors, community leaders, and local business owners. The 2017 Pridefest will feature an open air concert by LeAnn Rimes. Key West and the Florida Keys has not participated in New York Pride in many years, and this top tier metropolitan market is still a prime marketing target for the destination. JULY 2018 July, TBD Wedding Salon Destination Weddings and Honeymoons New York, NY Registration: $8240 Liana Pyne Co -op participation available at $750 per delegate in destination booth. Brochure distribution available at $100 per partner. The Wedding salon Destination Weddings and Honeymoons show is the premier show in the destination wedding and honeymoon industry. The show is the only luxury bridal event tailored to the affluent market, showcasing the best products and services in this market segment. This event offers exposure in one of our key feeder markets just after the holiday season when many brides have gotten engaged and are planning their weddings. THFLCRI A KEYS& KEY WEST ( CCA3YCl ARC J -53 Virtuoso Travel Week is the most respected travel agent event of the year, where approximately 1,900 luxury travel advisors gather with almost the same number of suppliers for formal educational sessions, industry updates and up to 320 four minute appointments throughout the week. This is the most effective way to get the destination in front of as many travel agents as possible under one roof. The TDC also participates in the Destination Showcase as well as the VAST Breakfast (Virtuoso Active and Specialty Travel) which are specialized events within the Virtuoso Travel Week agenda. August 11 -13 North Halsted Market Days Chicago, IL Registration: $3000 Jack Meier /Guy Ross Northalsted Market Days has been produced annually for the last 36 years by the Northalsted Business Alliance, and it has been a sell out the previous 14 years. This event is the largest two -day LGBT street festival in the U.S., and it attracts more than 300,000 attendees each year. The greater Chicago area remains one of the strongest consumer markets for the destination. Many LGBT visitors from the Chicago area attend LGBT specific events in Key West and the Florida Keys during the summer. In addition, the Florida Keys and Key West have become a popular wedding /honeymoon destination for Chicago area LGBT travelers. August TBD Connect: Corporate Marketplace Registration: $10,000 (sponsor) 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 planners in pre -set appointments. Planners are pre- screened and must have the final decision making authority to attend this show. THE FLORIDA KEYS& KEY WEST ( CC A3 Cl ARC J -54 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN August 29 -31 La Cita de las Americas Ft. Lauderdale, FL Registration: $3500 Sabine Chilton La Cita is a three day appointment based trade -only event promoting inbound travel from Latin America to the United States. La Cita features a structured, computer - matched marketplace establishing buyers and suppliers to meet in an effort to facilitate inbound travel. Participation in La Cita is a very cost effective way of keeping the destination in the forefront of buyers from this region and is held within the state of Florida allowing us the opportunity to host pre /post fams during an off -peak demand time frame. SEPTEMBER 2018 September 22 -23 Delta Vacation University Minneapolis, MN Registration: $10,000 Liana Pyne Co -Op Participation: $500 per delegate in destination booth. Brochure Distribution available at $100 per partner. Delta Vacation University is the re- branded MLT University and remains one of the largest providers of vacation packages in the United States. This show will offer exposure and provide destination education and training to travel agents that supply vacation packages in conjunction with Delta Airlines, one of the destination's major air travel carriers. We will also participate in destination educational seminars which will provide in -depth training to agents in attendance and provide destination training via a webinar to over 25,000 agents within the MLT /Delta Vacations system. September TBD Destination Southeast Orlando, FL (TBD) Registration: $4500 Jack Meier Destination Southeast is the rebranded Successful Meetings University. It remains an appointment based trade event geared towards bringing meeting professionals from outside the state of Florida together with destination marketers from within the state. This three -day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in Florida during the warmer months. THE FLORIDA KEYS& KEY WEST ( CO A3YO ARC J -55 The signature three day gathering of meeting professionals and hotel /destination representatives in a casual, intimate luxury resort atmosphere provides exceptional opportunities to network, learn and meet in a one -on -one setting. Planners are pre - qualified and come prepared with open opportunities for future business. The destination has enjoyed great success with full appointment schedules and strong RFP's as a result of attending in the past. September, TBD IFTM and Tour Operator Presentations Paris, France Registration: $5500 Sabine Chilton The Florida Keys and Key West will be participating in France's leading travel trade show. Last year over 15,000 trade professionals (including travel agents, tour operators and members of the travel media) attended this event. Prior to the show, we will conduct a week of sales calls in Paris focusing on retail travel agencies and tour operator training. France continues to show as one of our top 5 international inbound countries of origin, and this event provides the exposure necessary to maintain that market share. September, TBD ScubaCon (Dream Weaver) Boulder, CO Registration: $1500 Covered by Dive Umbrella Yves Vrielynck The Dream Weaver Scuba Con trade show is a `by invitation' only event. It is also the only domestic dive travel tour operator /travel agent selling high -end dive travel packages to exotic destinations. The company has added the Florida Keys as a dive destination to his portfolio after our first time participating at the Dream Weaver Travel Show 2 years ago. THE FLORIDA WEST ( C C YO ARC J -56 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Ongoing Sales Efforts Destination Days Sales Staff Presentations and destination training will be conducted to travel trade professionals in various markets. These travel trade professionals include Liberty Travel, Travel Impressions, Mark Travel Company, AAA Auto Clubs and Virtuoso Travel Agencies. Electronic Marketing Sales Staff In an effort to increase our exposure to all market segments, sales staff will develop electronic marketing promotions utilizing our current database. These efforts will include electronic postcards, flash programs, e- newsletters, a -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. Webinar Destination Training Sales Staff Destination training will be offered to pre - qualified members of the travel trade. We will use our affiliations with Virtuoso travel network, our long term partnerships with key receptive operators as well as our memberships in MPI and other MICE market related affiliates to conduct webinars on how to sell and properly position the Florida Keys and Key West to drive more business during off peak and shoulder seasons. Axis Travel Marketing, LTD. - UNITED KINGDOM Services Provided: Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfillment through fulfillment house Conduct sales calls on behalf of destination Act as a resource by providing support for trade professionals Liaise with offices of Visit Florida in UK Liaise with KBC Public Relations Advise TDC and advertising agency on UK market trends & issues Monthly Sales Report Maintain strong alliance with Visit USA Association Personnel, administration, office facilities, consultation, communications Manage European Financial Operation Other operating costs Total Basic Services: $60,000 THE FLORIDA KEYS& KEY WEST ( COMEA YOl AREA J -57 MCNRCE COUNTY TOURIST DEVELOPMENT COUNCIL2017 -2018 MARKETING FLAN Pqf sbyoh!Cvehf L4 Trade Events, Exhibits, Promotions, Special Projects: Bd O z! Bdu✓ brtD t U F f of f t! GF f t! U Lbrh Resources $19,200.00 $0.00 $0.00 $19,200.00 Travel Trade Sales Call and Trainings Ad -Hoc opportunities TourAmerica Consumer Show— 1 Stand -TDC $1,000.00 $1,000.00 $2,000.00 Oct 17 Resolution Budget TTG Rimini, Italy — 13 — 15 Oct Stand - TDC $2,000.00 $2,000.00 $4,000.00 17 Resolution Budget World Travel Market — 6 — 8 Nov Stand — TDC $3,500.00 $3,000.00 $6,500.00 17 Resolution Budget Florida Huddle Attendance & Stand — TDC $5,000.00 $2,000.00 $7,000.00 pre /post FAM 9 th — 11 January 18 budget Travelmatch & Reiselivmessen $3,500.00 $1,500.00 $2,000.00 $7,000.00 Norway — 11 th — 14 Jan 18 Swanson's Consumer Day Sweden $1,000.00 $500.00 $1,000.00 $2,500.00 — 3 rd March 18 FDM Consumer Travel Show $1,000.00 $500.00 $1,000.00 $2,500.00 Denmark — 4 th Mar 18 Showcase USA, Italy — 4 — 6 th Mar Stand - TDC $1,000.00 $1,000.00 $2,000.00 18 Resolution Budget International Pow Wow — Denver — Stand — TDC $8,000.00 $2,000.00 $10,000.00 19 —23 rd May 2018 Budget (x2 staff attendin FKKW UK Trade & PR Event $16,000.00 $1,000.00 $3,000.00 $20,000.00 ( Split budgets with KBC PR VUSA Trade Events $800.00 $500.00 $1,000.00 $9,300.00 (Summer trade event and winter $2,500.00 $1,500.00 $3,000.00 road show Discover America Sweden $3,000.00 $2,000.00 $3,000.00 $8,000.00 Workshops x 3 - 2018 for 3 $1 K per show Italy FAM 2018 $5,000.00 $0.00 $2,000.00 $7,000.00 LGBT Promotion $10,000.00 $2,000.00 $3,000.00 $15,000.00 Joint Marketing $25,000.00 $0.00 $5,000.00 $30,000.00 $1 K per campaign Affinity Marketing $15,000.00 $0.00 $3,000.00 $18,000.00 VUSA Ireland Membership $1,000.00 $0.00 $0.00 $1,000.00 VUSA UK Membership $1,000.00 $0.00 $0.00 $1,000.00 UK Website Updates $0.00 $0.00 $1,000.00 $1,000.00 Newsletter $500.00 $0.00 $1,000.00 $1,500.00 Sub -Total $104,500.00 $30,000.00 $40,000.00 $174,500.00 THE FLORIDA KEYS& KEYS KEY WEST ( COMEASYCl AREA um MONRCECOUNTY TOURIST 0 ELCFMENT COUNCIL2017 -2018 MARKETING FLAN SCOPE OF SERVICES in FY 2018 Get It Across Marketing October 01 2017 — September 30 2018 All costs in USD, calculated at an exchange rate of EUR 1.00 = USD 1.15 Germany, Switzerland, Austria + BENELUX Basic Services Maintain Florida Keys dedicated Phone /Fax line ( +49 221 476712 -14) Personnel, administration, office facilities, consultation, communication Answer calls from consumers and trade professionals Arrange fulfillment through mailing house (Presse & Touristikdienst Nentwich) Act as resource by providing support for trade professionals Maintain strong alliance with Visit USA Committee Liaise with GIA Media Department for PR Advise TDC on market trends, Monthly Sales Reports Work on set up of niche products (diving, kitesurfing, gay & lesbian, outdoor sports, culinary) Misc. operating costs Total Basic Services (per month USD 3000) 36000.00 Operating Budget EUR 1.00 = USD 1.10 Costs Fee Total 1) SALES MISSION & CALLS Sales Calls Niche Markets & BeNeLux 2000.00 1500.00 3500.00 Toup operators (Diving, Gay, Wedding, Fishing, Incentive) 2) SPECIALIZED SHOWS: Booth & Assistance ITB 2018, Berlin, March 07 -11, 2018: (covers app. scheduling, booth assist./ booth manning) 2500.00 3500.00 6000.00 Gay Programs 2018 - Germany Gay Pride in July 2018 4000.00 3000.00 7000.00 GLBT Promotions 8000.00 4000.00 12000.00 3) TRAVEL TRADE TRAININGS / ROADSHOWS / SEMINARS VISIT USA Seminar Switzerland, Feb 2018: 4500.00 2000.00 6500.00 Registration, travel and coordination 8000.00 2500.00 10500.00 VISIT USA Seminar Austria, Jan 2018 4500.00 2000.00 6500.00 Registration, travel and coordination + Workshop 4000.00 1000.00 5000.00 VISIT Florida Roadshow, April /May 2018 7000.00 2000.00 9000.00 Registration, travel and coordination 500.00 3750.00 3750.00 VISIT USA Germany Webinar, TBD FY2018 500.00 1000.00 1500.00 Registration and coordination 2000.00 750.00 2750.00 Additional Travel Agent Training Workshops 7500.00 2500.00 10000.00 Registration, travel and coordination (tbd) 4) GERMAN FLORIDA KEYS NEWSLETTER Prod. & Translation of German language print Newsletter 7500.00 3000.00 10500.00 5) ONLINE ACTIVITIES (MINI SITE & KEY LIME ACADEMY) Coordination of updates /changes 1000.00 1000.00 Online Marketing for KLA 2000.00 1000.00 3000.00 6) TRADE PARTNER COOP & AFFINITY MARKETING PROGRAMS German Marketing Programs 21000.00 5500.00 26500.00 Swiss Marketing Programs 8000.00 2500.00 10500.00 Austria Marketing Programs 7000.00 2000.00 9000.00 BeNeLux Marketing Program 4000.00 1000.00 5000.00 7) GERMANY PRODUCT INVENTORY 2000.00 1000.00 3000.00 - Summer 2018 inventory and analysis 500.00 3750.00 3750.00 8) CONSUMER TRAVEL SHOWS & EVENTS Consumer Event with Visit USA (Dec) 1400.00 1100.00 2500.00 Consumer Show with America Unlimited (Nov) 1000.00 1500.00 2500.00 Consumer Show with FairPlight (Jan) 3000.00 1000.00 4000.00 Additional Consumer Events (tbd) 2700.00 1300.00 4000.00 Brochure Distribution: Stuttgart, Hamburg, Munich 2000.00 1000.00 3000.00 Brochure Distribution: Austria 500.00 250.00 750.00 Brochure Distribution: Switzerland 500.00 250.00 750.00 Brochure Distribution BENELUX 2000.00 750.00 2750.00 THE FLORIDA KEYS& KEY WEST ( COMEA YO ARE' J -60 MONROE COUNTY TOURIST DEVELOPMENT COUNC I L2017-2018 MARKETING PLAN 9) FAM TRIP Travel Expenses, Coordination 3000.00 3000.00 6000.00 10) OFFICE RESOURCES Total Operating Budget 1500.00 1500.00 117600.00 56900.00 174500.00 Total Operating Budget 174500.00 THE FLORIDA KEYS& KEY WEST I COMEASYOUARED J -61 Memberships: American Society of Travel Agents (ASTA) $595 Hospitality Sales & Marketing Association International $1,785 Receptive Services Assoc. of America (RSAA) $500 Travel Industry Association of America (TIA) $2,750 International Gay and Lesbian Travel Association (IGLTA) $250 Visit USA Belgium /Luxembourg $650 Visit USA France $1,000 Visit USA Netherlands $1,000 Visit USA Nordic Region $1,500 Visit USA Italy $1,200 Society of Govt. Travel Planners $395 Meeting Planners International $1665 Association Forum of Chicago $840 National Tour Association $725 American Bus Association $550 Adventure Travel Trade Association $1000 No. American Journeys (NAJ) $3,900 National Gay and Lesbian Chamber of Commerce $100 International Gay and Lesbian Chamber of Commerce $325 Total Memberships $20,730 THE FLORIDA KEYS& KEY WEST ( CC A O ARC WE MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Measurability Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries, airline policies and routes as well as economic indicators. Post show evaluation to industry partners: Seeking 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 the lodging industry, inventory, consumer behavior and forecasts. Annual Tour Operator Inventory Reports from the UK 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. Industry partner sales and promotional effort participation year on year. MICE market mix vs. leisure at participating lodging establishments. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA J -63 BUDGET Promotional Activities $468,355 Travel Expenses $190,000 Postage /Phone /Xerox $45,000 Memberships $20,730 Entertainment $15,000 Axis Travel Marketing /Get It Across $449,000 Resources $155,915 TOTAL LINE ITEMS $1,344,000 THE FLORIDA KEYS& KEY WEST ( CCMEAS O AREA um D.7.a Ode •ill �. A r, cC Y o r O N P T- 40 N i LL -_ a a� L C El The FloriddKeys ai d I& Key est �. come dS you are OVO as ov \5 \ate Ma Key West Big Pine Key & The Lower Keys Packet Pg. 688 co r I � N I O N N E t u R5 w El The FloriddKeys ai d I& Key est �. come dS you are OVO as ov \5 \ate Ma Key West Big Pine Key & The Lower Keys Packet Pg. 688 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB K. Public Relations Introduction NewmanPR's 2017 -18 PR plan is focused on positioning the Florida Keys & Key West as an aspirational, high -value and must -visit destination for travelers across the demographic landscape. To do this, promotions and programs are to spotlight elements, activities and adventures that can be found only in the Keys, thereby endeavoring to foster a subliminal belief that an optimal vacation can be experienced "only in the Keys." Through outreach to traditional media, as well as direct messaging to consumers via social media, NewmanPR strives to increase awareness of aspects of the Keys that resonate with potential visitors including mobile- obsessed millennials who value spending on experiences, bucket- listers and boomers planning to fulfill long -held travel goals and the traditionally vital age 35 -to -64 market that brackets the new high- target "Fifties" traveler. Communications will encourage audiences, both media and consumer, to envision the Florida Keys as a "getaway" destination that offers relaxing, genuine, meaningful and memorable vacation experiences unlike those found in any other Florida, American or international locale. Emphasizing high intangible value and enriching one -of -a -kind experiences, messaging targets established and emerging markets both domestically and internationally. To communicate the stated underlying concept, the agency has planned programs that spotlight "only in the Keys" experiences ranging from exploring the living coral reef to unique sport- fishing and cultural offerings, culinary adventures promoting indigenous cuisine and participatory "foodie" activities for the growing culinary travel market, and special events that showcase the destination's matchless environment, colorful heritage and quirky fun - loving ambiance. Additional initiatives will target LGBT travelers and the wedding and romance market among other segments. In all outreach, the agency will promote and publicize the distinctive nature and diverse attractions of each of the Keys' five districts as well as the overall island chain. In 2017 -18 as in the past, the agency will work to secure media exposure that far exceeds the TDC's PR promotional budget, utilizing its proven network of traditional and emerging mainstream, online and social media and direct -to- consumer channels to maximize destination awareness. Approaching four decades of service as the Keys destination - marketing office's public relations firm, NewmanPR has been motivated by a longstanding and focused commitment to the Florida Keys tourism industry, fueled by its deep familiarity with the Keys. This knowledge and dedication proves valuable in accurately and credibly communicating an authentically positive image of the island chain and the elements that set it apart from other destinations. THE FLORIDA KEYS& KEY WEST ( CC EA3YCU ARE' K -1 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Objectives 1. To promote the Florida Keys & Key West as a unique destination for relaxing, experiential, meaningful and genuine, enriching and enjoyable vacation experiences. 2. To use PR strategies to position the Keys as one comprehensive destination, while also communicating the diverse identities and attractions of each of the five districts. 3. To increase awareness and enhance the image of the Florida Keys to millennial and senior travelers as well as the top 35 -to -64 market, while emphasizing the value of longer stays to all markets. 4. To continue targeting specialty and niche markets including culinary, art and culture, wedding and honeymoon, diving and sport fishing. 5. To communicate the tangible and intangible value of a Florida Keys vacation experience through a focus on experiential, soft - adventure, environmental, cultural and voluntourism activities. 6. To promote the destination's acceptance of and support for diversity to both domestic and international LGBT markets. 7. To increase awareness and enhance the image of Florida Keys special events and attractions. 8. To target international markets in Canada, the U.K., Europe, Norway and the Germanic countries through affiliations with contracted U.K., German, Norwegian and Canadian PR firms; and to use strategic alliances to target emerging markets including China. 9. To continue complementing media outreach with direct -to- consumer messaging via YouTube, Facebook, Instagram, Pinterest, Twitter and other social networking platforms that are proven promotional vehicles. 10.To implement a PR crisis management program during significant emergency situations. Goals 1. Create and implement an "Only in the Keys" public relations initiative focusing on Florida Keys elements and offerings that are unique to the destination, with facets including a group press /blogger trip, a social media contest, a group of themed social media broadcasts, a dedicated a -news issue and a series of videos spotlighting one -of -a -kind aspects and events. 2. Create and implement a "Flavors of the Keys" program promoting indigenous cuisine and participatory "foodie" activities for the growing culinary travel market, with program elements including a press trip for food bloggers and journalists, the creation of a "Flavors of the Keys" website section and the development of either a syndicated or national PBS - distributed Keys cuisine television show. THE FLORIDA S KEY WEST ( COME SYOU ARE' K -2 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB 3. Establish a promotion expanding the successful wedding and honeymoon market by focusing on destination vow renewals in the Keys, appealing to bucket list and "dream tripper" demographics, with a significant wedding media outlet or influencer. 4. Develop a group press trip for LGBT traditional and social media representatives and produce an eight -page LGBT edition of the "Keys Traveler" magazine for distribution at selected travel shows. 5. Develop support for the planned advertising and sales focus on Atlanta with an event targeting mainstream and social media coverage of the creation of "the world's largest Key lime pie," supplemented by outreach to area media outlets and a Florida Keys trip giveaway promotion tied to a radio or television outlet. 6. Create five consecutive days of Facebook Live broadcasts from the Florida Keys focusing on elements of each of the five districts, per day, with cross - promotion on other Keys social media platforms. 7. Develop a dedicated group familiarization tour to the Keys for Irish travel journalists to support significant increases in airlift from airports in Ireland to South Florida. 8. With the Nordic market showing the strongest growth in travel to the Keys, increase Scandinavian efforts in Norway by contracting PR representation in the market and staging a "U.S. 1 Road Trip" visit for select influencers. 9. Develop a "Key to the Keys" blogger and social media influencer campaign in Toronto with high -level participants engaging in a "scavenger hunt" to find, photograph and post elements with connections to the Florida Keys (i.e.: Hemingway and the Toronto Star). 10. Develop visits to the Keys by at least 50 British, European, Scandinavian and Canadian media representatives, high - profile bloggers and social media influencers, either in groups or as individuals, to promote the wide range of activities and attractions available. 11. Develop public relations activity in China by contracting PR representation in the market or establishing a PR initiative with a compatible Florida DMO. Overview of the Domestic Public Relations Program As in the past, NewmanPR has crafted its 2017 -18 public relations program to be an integrated facet of the TDC's annual marketing plan and to support overall destination marketing strategies, with primary elements based on TDC market research and stated objectives for the fiscal year. Initiatives are designed to promote the Florida Keys as a whole while also highlighting the unique identities and attributes of each district. Messaging is devised with the goal THE FLORIDA KEYS& KEYS KEY WEST ( COMEASYOU ARE' K -3 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB of raising awareness of Keys elements and offerings that appeal to travelers across targeted markets as well as engaging specific and niche - market traveler groups and demographics with significant proven or emerging value to the destination. To provide optimal exposure for the destination, the agency will maintain and enrich its strong relationships with traditional media, bloggers and qualified influencers; engage in vigorous use of established social media and mobile outreach; and take advantage of emerging direct -to- consumer outlets as warranted. Overall agency activities for the 2017 -18 fiscal year include: 1. Producing print, photography and video Keys travel content — some focusing on elements of the overall destination and some on specific district attributes, attractions and events — and distributing it to traditional media, targeted influencers and bloggers, and social media and mobile platforms. Public relations materials will publicize the Keys website, toll -free number and primary social media channels. 2. Providing personalized assistance to journalists, bloggers, broadcast production crews and social media influencers through activities including but not limited to suggesting story topics, supplying background material and images or video, setting up interviews and activities, and arranging logistical and other support. 3. Attracting qualified media representatives, high -level bloggers and social media influencers for group and individual media research trips to the destination facilitated by the agency. 4. Maximizing utilization of direct -to- consumer social media channels such as Instagram, YouTube, Facebook, Twitter, Pinterest and others to distribute timely agency - produced photography, mini - videos, information relating to specific initiatives and event - related Keys content. 5. Taking advantage of unforeseen opportunities to increase positive awareness of the destination through media -based and direct -to- consumer outreach and messaging. Team's Keys Expertise Fuels Compelling Communication NewmanPR's public relations program will be carried out by a team possessing longstanding, in -depth personal knowledge of the destination. Most senior members of the domestic Keys team are either current or former residents of the Florida Keys & Key West. Their knowledge and expertise is a vital asset in communicating accurate, authentic and convincing messaging to representatives across the media spectrum. Equally important, the team's experience with the destination — and genuine enthusiasm for it — are essential in inspiring engagement and enthusiasm in media and consumers. The Keys team is directed by an account supervisor who is a part -time Upper Keys resident and has 36 years' experience promoting the island chain. The team includes a THE FLORIDA KEYS& KEY WEST ( OOMEA3YOU AREA' K -4 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB 35 -year Key West resident who is the senior account executive and "stringer," or correspondent, for the Lower Keys and Key West; a 23 -year Marathon resident who is web editor, social media liaison and "stringer" covering the Upper and Middle Keys; an account executive who is a former Key West resident and covered the region for a major international newswire service; and an LGBT media relations specialist who is a 13 -year Key West resident. Team members' hands -on familiarity with the destination is not only essential in gathering and conveying factual information to print, broadcast, online and social media and influencers, it is equally important in assuring media that the agency is a trustworthy, 24/7 source of credible knowledge and assistance. The team's in -Keys personnel will be on hand at all times to maximize story coverage opportunities within their districts, provide personalized assistance to mainstream and social media representatives, work with 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 fulfilling other important aspects of the public relations plan. Florida Keys News Bureau Drives `Spot' Coverage NewmanPR's long history of anticipating media requests, providing quality materials and adhering to strict standards of truthfulness and transparency has resulted in a uniquely synergistic relationship with national and international television networks, wire services, print and online newspaper outlets, high -level bloggers, leading social media influencers and others. These outlets regard the agency and its Florida Keys News Bureau — created many years ago on behalf of the destination and staffed by Keys team members — as a valuable and trusted information resource that meets their needs quickly and accurately. This in turn enables the agency to generate the most widespread coverage possible for the destination. The Keys team directs the news bureau's contracted professionals to create materials that exceed the highest production standards of leading print, broadcast and online media. The bureau typically provides "spot news" material including story, video and photography content to these media entities. Whether focusing on elements of indigenous special events or capitalizing on unforeseen opportunities to influence perception of the destination, spot stories have proven extremely useful in increasing positive awareness of the destination. In 2017 -18 as in past years, the agency and its bureau will continue to produce spot content whenever appropriate, distributing it to mainstream print and broadcast media ranging from regional to international — while also emphasizing distribution to high - quality online venues and notable social media outlets to provide near - instant message transmission directly to consumers. THE FLORIDA KEYS& KEY WEST ( CCMA3YCU ARC' K -5 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB For distribution, the agency will continue to use its extensive, continually updated databases that contain thousands of records on mainstream journalists, bloggers and social media influencers with widespread followings. Virtually all story and photograph distribution is accomplished digitally, and most broadcast distribution is accomplished by direct digital uploads to broadcast outlets' systems. Focused District and Umbrella PR Support While messaging that promotes the entire Florida Keys is a vital component of a responsible PR plan, it must be paired with efforts to appropriately position and promote individual Keys districts. Each district contributes to the island chain's overall appeal yet also offers unique attributes and attractions of interest to a wide range of market segments. The agency's correspondents or "stringers" in the Upper /Middle Keys and Lower Keys /Key West will work closely with local contacts and industry representatives in their respective districts to provide support to media and influencers on individual story - gathering trips. Correspondents also will identify and produce area features, spot news reports and social media communications that provide positive coverage for the district. The agency will use a carefully crafted combination of messaging that spotlights the activities and appeals central to each district's self - selected identity. For example, Key Largo can be showcased for its dive and snorkeling excellence, Islamorada for its fishing and art and culinary scenes, Marathon for its family and boating appeal and environmental attractions, Big Pine & the Lower Keys for eco- tourism and soft - adventure activities, and Key West for its arts and cultural, culinary, watersports and LGBT facets. In addition, the unique aspects of each district will be reinforced through advance promotion, spot news coverage and social media outreach highlighting the district's most significant special events. In a similar manner, NewmanPR will provide public relations support to the Cultural, Dive and Fishing umbrellas to further each umbrella's stated objectives. While specific activities will be dictated by the umbrellas' needs and goals for the fiscal year, the agency is committed to focused, ongoing efforts to raise awareness of each umbrella's TDC- funded events, programs and offerings for both media and consumer audiences. The agency's work on behalf of the umbrellas is funded by a line item in each umbrella's budget to promote specialty markets and events. Targeting Specific Market Segments As well as mainstream vacationers — among them boomers and bucket- listers, millennials, adventure seekers, dream trippers and the growing market of Fifties travelers — NewmanPR plans to promote aspects of the Keys that attract a variety of specialized and niche - travel segments. Some have been chosen because certain "Only in the Keys" destination attributes have appeal for these travelers, while others are targeted to augment visitation during less busy times. THE FLORIDA KEYS& KEY WEST ( C OMEASYOU ARE' K -6 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB They include, but are not limited to: 1. Soft - adventure 2. Culinary, arts and culture 3. Destination wedding and honeymoon 4. LGBT 5. Diving and snorkeling 6. Fishing 7. Luxury 8. Eco- tourism and voluntourism 9. Family, senior and multigenerational In promotions to all markets, the agency will present a Keys vacation as a relaxing, memorable, genuine and enriching experience with lasting intangible value. The agency will use relevant special events, anniversaries and other elements to heighten interest in the destination across market segments. Communicating the Keys: PR Initiatives for 2017 -18 For 2017 -18, Newman PR is focused on communicating the uniqueness and genuine nature of the Keys vacation and fostering the perception that this experience — with its memorable and enriching one -of -a -kind activities — cannot be duplicated anywhere else in the world. NewmanPR has developed three primary domestic public relations initiatives to support this underlying premise. All present the Keys as the ideal destination to satisfy travelers' craving for uncontrived adventures, relaxing getaways and meaningful experiences with lasting intangible value. Among promotions for 2017 -18 are: `Only in the Keys' In past years NewmanPR has used primary programs and messaging to encourage travel media, their audiences and consumers to forge a personal connection with the Keys, immerse themselves in the Keys experience, discover the locals' Florida Keys and explore the destination's unplugged adventures and simple, genuine pleasures. As a logical progression from those initiatives, the agency's initial program for 2017 -18 is titled "Only in the Keys." Utilizing a number of related components targeting both media and travel consumers, the program will publicize indigenous experiences, events and other elements available to travelers "Only in the Keys" — while in a broader sense engendering and supporting the belief that the best vacation experiences can be found "Only in the Keys." THE A KEYS& KEY WEST ( COMEA3YOU ARE' K -7 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Emphasis will be placed on genuine, uncontrived experiences and offbeat, good- spirited events that cater to travelers' preference for authenticity and participatory enjoyment. Social media and mobile engagement will play a large role in program elements, and the hashtag #OnlyintheKeys will be widely promoted. "Only in the Keys" components will include: 1. A series of one - minute videos branded "Only in the Keys" for social media distribution. Topics will include unique offerings and special events such as the Underwater Music Festival, an African Queen cruise, the Hemingway Look -Alike Contest, the Seven Mile Bridge Run where participants run over the convergence of the Atlantic Ocean and Gulf of Mexico, the experience of savoring fresh hot stone crab claws and Key West's nightly sunset celebration. The audio will be driven by the event or offering's participants, and existing footage will be repurposed and utilized wherever possible. 2. A press trip highlighting "Only in the Keys" elements and adventures throughout the destination, with targeted media ranging from mainstream journalists to leading bloggers and quality social media influencers, all selected for their potential audience reach and potential value in driving travelers to the Keys. The trip's itinerary will include activities such as snorkeling along North America's only living coral barrier reef, participating in a coral restoration session with the Coral Restoration Foundation or Mote Marine Laboratory, a "hook- and - cook" sport - fishing experience in Islamorada, feeding the tarpon at Robbie's Marina, discovering Marathon's Turtle Hospital and participating in a turtle release, searching for indigenous Key deer and visiting a traditional salt - harvesting farm in the Lower Keys, exploring the former home of Ernest Hemingway in Key West and nightboarding to discover the Keys' underwater world after dark. In keeping with the trip's theme, participants will savor and learn about indigenous cuisine such as lionfish, hogfish, stone crab claws and Key lime pie. 3. Branded "Only in the Keys" promotional activities supporting the Fishing Umbrella. This will include a series of social media contests giving away Keys fishing experiences and support for a sport- fishing television segment exploring the diversity of Keys angling experiences. 4. An influencer- driven "Only in the Keys" social media spotlight on diving and snorkeling the unique Keys living coral reef system. The spotlight is to feature a return media trip by the Scuba Diver Girls, one of America's only social media - centric "brands" dedicated to diving and freediving, whose 2016 visit and "celebrity blogger" campaign garnered excellent reach and engagement. 5. An "Only in the Keys" series of agency - produced social media posts designed to further the goals of the Cultural Umbrella to promote the Keys arts community. Details are to be determined based on the fiscal year's cultural programs, but likely will spotlight visual artists through the Florida Keys Council of the Arts' annual "Connections Project" collaborative mosaic mural. 6. A series of Keys Voices blogs and press releases highlighting distinctive "Only in the Keys" visitor offerings in all districts. These may focus on special events such THE FLORIDA KEYS& KEY WEST ( C OMEA3YOU ARE' K -8 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB as Marathon's stone crab eating contest and the Lower Keys' Underwater Music Festival, voluntourism activities such as coral restoration, soft - adventure exploits including nightboarding and kayak fishing, sporting challenges such as the Alligator Light Swim and Seven Mile Bridge Run, and unique artists and artisans who create products like gyotaku (fish prints). 7. Production of a dedicated "Only in the Keys" issue of the Keys Traveler e- newsletter to be distributed probably in May 2018. This follows the agency's established pattern of producing an annual Chemed e- newsletter issue that encourages summer and fall visitation through in -depth explorations of elements that add to the Keys' appeal for travelers from multiple target demographics. `Flavors of the Keys' To support the increase in culinary travel and serve the market seeking authentic culinary experiences, NewmanPR is planning a multifaceted "Flavors of the Keys" initiative with messaging directed toward traditional and online journalists, bloggers and influencers, and their consumer audiences. The initiative will spotlight the indigenous local cuisine, and also the seafaring heritage, environmental richness and easygoing attitude that "flavor" the island chain — in other words, it will use culinary storytelling as a way to increase awareness of the colorful Florida Keys. Based on market trend information gleaned at 2017 IPW, NewmanPR plans to promote aspects that appeal to culinary travelers who have an appetite for innovation and organic offerings, food and microbrewery tours and experiences, locally sourced ingredients and dishes, and /or participatory classes and festivals among other elements. Ingredients in the "Flavors of the Keys" program will include: 1. The development of and creation of content for a "Flavors of the Keys" website section. Working with Floridakeys.com, NewmanPR plans to create a section on fla- keys.com that is similar in format to the Locals' Choice section previously developed, enhanced by video integrated with photography and story elements. Content may include an overview and history of Keys cuisine from seafood to Key lime pie, food festivals and events throughout the island chain, cuisine experiences such as food tours and "hook- and - cook" adventures, food - related classes and attractions, recipes for signature dishes and profiles of notable chefs, brewers and distillers. 2. A Keyswide media tour for food writers, bloggers and social media influencers. The itinerary is likely to feature participatory "foodie" adventures including "hook - and -cook" fishing and dining; learning to make the Key lime pie that is Florida's official state dessert; discovering eco- friendly seafood such as stone crab claws and lionfish; taking off - the - beaten -path food tours and upscale culinary classes; dining at restaurants that feature unique offerings; and personal interaction with Keys fishermen who harvest local seafood, talented chefs and microbrewers, and THE FLORIDA KEYS& ICY WEST ( COMASYOU ARE' K -9 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB artisans who produce indigenous products ranging from sea salt to red mangrove honey. Social media posting utilizing Keys hashtags will be required of media participants during the trip. 3. A dedicated series of "Keys Voices Live" or Facebook Live videos featuring chefs, culinary artisans and distillers /brewers talking about and demonstrating their craft. These will be distributed via Keys social media channels following advance promotion to foster audience reach and engagement, and may also be featured in the "Flavors of the Keys" website section. 4. A series of releases and features spotlighting aspects of the Keys' culinary culture and heritage, to be distributed to media including press trip participants and featured in the website section. 5. Development of a "Flavors of the Florida Keys" cuisine television show. This may be a syndicated program such as the past "Real, Blue and Chill" and family travel show undertaken with Crawford Productions, or a nationally distributed program in conjunction with PBS or a similar network. Specific program elements will be described later in this plan. `Renewing Romance' This program is designed to expand the successful wedding and honeymoon market by focusing on destination vow renewals, thereby appealing to the dream - tripper, bucket - list and Fifties travel consumers. In addition, elements will encourage return travel by couples seeking to revisit the setting of their Keys destination wedding, honeymoon or romantic getaway. The initiative will also provide an opportunity for ongoing focus on the Keys' high -end and luxury properties that have recently debuted or undergone enhancement, positioning them as prime locales for couples to renew their romance and strengthen their emotional connection to each other and the island chain. It is supported by research that indicates vacationers tend to spend more money on travel for weddings, honeymoons and other meaningful personal milestone occasions. Elements will include: 1. Creation of a campaign spotlighting Florida Keys vow renewals, and secondarily, destination weddings and honeymoons, with a significant print or online wedding or lifestyle publication. Campaign elements will include a consumer contest to win a Florida Keys vow renewal ceremony, as well as editorial content and social media messaging. 2. Collaborating with a social media influencer with strong reach and engagement who specializes in wedding and romance topics, to stage an individual Keys visit exploring and posting content on wedding, vow renewal and honeymoon offerings — ranging from elegant luxury properties to quirky underwater ceremonies — and activities that foster romance throughout the island chain. THE A KEYS& KEY WEST ( CC EASYCU ARE' K -10 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB 3. Expansion of the Florida Keys Photo Adventure wedding and romance gallery to include vow renewal imagery, encouraging consumer submissions to increase engagement. Selected images will then be pinned to appropriate Keys Pinterest boards and utilized on other Keys social media outlets. 4. Expansion of the Keys website's wedding and honeymoon section to include content on vow renewals with relevant offerings and opportunities. 5. Production of a Video of the Week spotlighting romance renewal and promoting it on the Keys' YouTube channel and through social media outlets, as well as making it available for TDC sales use at wedding trade and travel shows. Media Research Visits: Personalized and Powerful NewmanPR will continue its aggressive program of securing accredited media with strong potential to benefit the Florida Keys & Key West for group press trips and individual visits. Targets for group and individual visits will include representatives of quality mainstream media outlets, traditional and online broadcast venues, online and mobile travel publications, blogs with a strong editorial focus and social media influencers with large followings — with ultimate selection based on the media representative's ability to disseminate positive Keys messaging to a well- suited audience. The agency's proprietary network of contacts in all media genres is constantly utilized to serve the destination. Regularly updated as new contacts and vehicles emerge, this database contains thousands of appropriate candidates for news and informational pitches, materials distribution, consideration for media visits and outreach across the communications spectrum. NewmanPR nurtures and serves its contacts through timely responses to requests for potential visits, media support, information and imagery — including access to its online newsroom that contains easily downloadable media kits, links to resource materials, high - resolution photographs and high- definition video footage. When accommodations are required for visiting media, the agency works with members of the Keys' hospitality industry to arrange complimentary or reduced -rate lodging if possible. When occupancy levels or other circumstances make this impossible, PR expense dollars will be used to cover accommodations either wholly or at a mutually agreed -upon media rate. As in past years, media will be selected for group trips and individual visits based on stated TDC marketing objectives and demographics, and on the geographic areas identified as strong search and booking markets. Media representatives not known to NewmanPR will be researched and qualified for their potential value in enhancing destination awareness, with evaluation based on elements ranging from social media audience numbers to publication circulation. THE FLORIDA KEYS& KEY WEST ( CC EA3YCU ARE' K-11 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Throughout all communications to media, the destination's website and established social media channels will be heavily promoted. All media visiting the Keys will be strongly encouraged to use existing and trip- specific custom Keys hashtags that improve results tracking. Individual Media Research Trips Individual media visits are rapidly increasing in importance within a well - considered PR plan — both because solo exploration often allows for optimal story gathering and because interest in solo travel is increasingly popular among consumers. Individual research visits also support the personal and experiential reporting style employed by well - established travel outlets, popular bloggers and especially social media influencers. As in the past, NewmanPR will continue directing significant resources toward assisting domestic print, online and broadcast journalists, bloggers and leading influencers on individual trips. Agency assistance for individual media visits may include creating customized itineraries, arranging complimentary or reduced -rate lodging, providing logistical assistance, setting up interviews and meetings with subjects or even on -site escort in special cases. The PR expense budget will contain funds to compensate high -reach bloggers, as appropriate, who seek such compensation from destinations for their visits and coverage — a trend becoming more and more prevalent in both domestic and international media marketplaces. Group Familiarization Tours In designing group press trips such as those outlined earlier in this plan, the agency will work to attract a well- targeted blend of leading print, broadcast and online journalists, reputable social media influencers and bloggers with significant followings. One or more agency escorts will guide these familiarization tours and will accompany the media to provide knowledgeable, accurate information about the destination and 24/7 assistance in meeting story - gathering needs. The two primary group press trips for 2017 -18 will follow itineraries that, in conjunction with supporting stated themes, feature promotion of all five districts and widely varying aspects of the Keys experience. As appropriate, itineraries will include meetings with intriguing local residents — thereby underscoring the genuine, easygoing aspects of the Keys experience and enriching trip participants' reporting and social media communications. THE FLORIDA KEYS& KEY WEST ( OO A YOU ARC K -12 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB For example, the "Flavors of the Keys" trip is likely to include meetings with chefs and culinary specialists, artisan food crafters, commercial fishermen, distillers and brewers. During the "Only in the Keys" trip, media may learn about the island chain's one -of -a- kind aspects through interaction with coral restoration scientists, marine mammal and sea turtle experts, divemasters and sport- fishing captains, eco -tour operators, artists and historians. As well as two group research excursions outlined, plans also call for a familiarization tour for leading LGBT journalists and social media influencers. The itinerary will showcase both LGBT- specific and mainstream offerings of interest to the market. Collaborative Media Research Trips To maximize opportunities for media research trips while minimizing expenses, the agency may work with other suitable tourism organizations on joint- venture media research trips that generate positive exposure for the destination. In addition, plans call for using NewmanPR's established contacts to secure private- sector partners, where appropriate. Broadcast Initiatives: Sparking Viewers' `Appetite' In ongoing efforts to maximize broadcast promotion of the Florida Keys & Key West to widespread audiences, the agency has sought and secured opportunities for live and taped broadcasts from Keys locations by major television networks, cable travel programmers, specialized outlets such as PBS and the Weather Channel, independent mainstream and vertical market production companies, and online and mobile vehicles with significant viewer numbers. In recent years the agency has budgeted for several Keys- focused shows on the annual summer series "How to Do Florida "; established a long -term sponsorship of WPBT2's "Art Loft," a 30- minute WLRN arts program; worked on a half -hour PBS television series titled "Family Travel with Colleen Kelly" to produce a full Florida Keys show that aired on more than 60 PBS stations; and collaborated on a one -hour nationally syndicated television program spotlighting family travel and titled "Florida Keys ... Ultimate Family Vacation." For fiscal year 2017 -18, the agency is planning two major broadcast initiatives. `Flavors of the Florida Keys' Dedicated Cuisine Program To highlight the Florida Keys cuisine story — and by extension the overall island chain — the agency plans to forge a production alliance to develop either a syndicated or PBS nationally distributed Keys cuisine television show. Targeting viewers with an interest in food and culinary travel, the show will explore the Florida Keys' unique edible offerings and the stories behind them. THE FLORIDA KEYS& KEY WEST ( COASYOU ARC K -13 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Viewers will stimulate their "appetite for the Keys" with segments on "foodie" experiences including "hook- and - cook" fishing and dining, the history of the Key lime pie that became Florida's state dessert, off - the - beaten -path food tours, upscale culinary classes, eco- friendly seafood that underlies the region's cuisine, festivals celebrating the harvest of Keys fishermen and the talents of Keys chefs, artisans who produce local products ranging from sea salt to specialty honey, and even wacky "consumption contests" of signature Keys foods. Program elements will feature all five Keys districts and take viewers on a journey to discover not only the destination's culinary flavors, but also the close -to- nature lifestyle, seafaring heritage and free - spirited attitude that give it such an appealing "flavor." `Art Loft' Sponsorship NewmanPR also plans to continue the TDC's long -term sponsorship of WPBT2's "Art Loft," which has provided extensive guaranteed coverage of the Keys' art and cultural scene and cultural events in all districts since 2013. As well as sponsorship, the agency will continue to provide logistical support, B -roll, Video of the Week footage, segment and topic suggestions, and assistance identifying and securing interview subjects. As well as reaching a South Florida PBS audience in Miami -Dade, Broward and Palm Beach counties, the segments may appear on PBS stations in other major markets, providing added value to the destination and its cultural community. The Keys' dedicated page on the "Art Loft" website will continue as well. Additionally, WPBT2 will produce a series of at least three shows focusing on Florida Keys culture for American Public Television distribution. As well as the efforts outlined here, the agency will proactively pitch additional targeted destination shoots and programming on topics ranging from fishing and diving to special events. In addition, the Keys team will capitalize on broadcast opportunities with high value and audience reach as they arise, providing multifaceted support and production assistance. Advertising Program Support in the `Limelight' The agency plans to create a public relations promotion to support the planned advertising and sales focus on Atlanta, Georgia, targeting mainstream and social media coverage of the creation of "the world's largest Key lime pie" at one of Atlanta's high - traffic annual events. In early 2015, the creation and serving of a giant Key lime pie was coordinated by the agency to kick off the TDC's Boston "station domination" campaign. The agency produced video and still photography packages on the event, resulting in more than $110,000 in television broadcast coverage, more than $100,000 in radio broadcast and online media coverage, national photo distribution via the Associated Press wire service, and social media results that included over 740,000 impressions on Facebook, THE FLORIDA KEYS& KEY WEST ( CC A3YOU ARC K -14 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Twitter and Instagram. The agency plans to utilize and expand on PR and media outreach strategies employed for the Boston initiative to maximize coverage of the Atlanta pie's creation. The team that created the Boston pie has indicated willingness to participate in the upcoming promotion, thereby streamlining the pie production and serving process. The pie's creation will be supplemented by a media blitz to local television and radio stations as well as print publications and bloggers. Television and radio appearance opportunities will be sought to foster communicating Keys messaging to widespread mainstream audiences. In addition, a Florida Keys trip giveaway contest will be planned in conjunction with an area radio or television outlet, underscoring the ease of travel from Atlanta to the Keys and complementing advertising efforts to focus consumer awareness on the destination. Comprehensive and Accessible Media Resources Online Newsroom In 2017 -18 as in the past, NewmanPR will manage and provide content and user - friendly resources for media representatives through its online newsroom, which has become a respected mobile -ready resource for journalists, bloggers, social media influencers and broadcast outlets. Newsroom resources include: 1. An electronic press kit categorized by topic that features comprehensive information on each Keys district and significant destination offerings. 2. High - resolution photography of each district and selected special events, with elements divided into easily accessed albums and formatted for download by media users. 3. A frequently updated collection of advance releases on current events and highlights in all Keys districts and representing all umbrellas. 4. Video footage available for sharing or for media downloads on a dedicated FTP site. Other resources including releases, photos and video segments about special events, activities, offerings and destination highlights will be added to the newsroom regularly to ensure its position as a trusted, accurate and up -to- the - minute information resource. As well as content, the agency will continue to refine newsroom operation to optimize its usefulness across the media spectrum and ensure that materials can be identified and accessed quickly and effectively. This is a vital component of a responsible public relations plan, given the current demand by traditional and social media for immediate information transmission to their audiences. THE FLORIDA KEYS& KEYS KEY WEST ( OO A3YOU ARC K -15 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Photo and Video Library In late 2016, NewmanPR produced an extensive 4K video library featuring footage from all Keys districts. The agency will maintain and continue expanding its large and inclusive library of Keyswide digital photography and high- definition and 4K video, making this content available to media upon request. The video and still images represent activities, focal sites and offerings, including watersports, adventure experiences, cuisine, cultural elements, LGBT events, festivals, environment and nature, fishing and diving, and scenic shots that have been proven to attract large numbers of social media views and shares. Media Releases and Vehicles for Messaging NewmanPR plans to create the following materials for distribution to traditional and nontraditional media, including accredited bloggers and influencers, and travel consumers, as noted. 1. Travel and news - oriented stories according to a prearranged calendar, complemented by releases spotlighting unforeseen events with the potential to reflect favorably on the destination. 2. Special event - oriented advance releases on TDC- funded Keys events in all districts and representing all umbrellas, as well as advance releases for other significant special events that may not receive dedicated TDC funding. Results releases for TDC- funded fishing tournaments also will be produced. 3. A quarterly newsletter spotlighting new and enhanced accommodations and attractions offerings throughout the destination, produced to serve and inform domestic and international trade and consumer media of enhancements to the Keys tourism product. 4. An annual overview of new and enhanced accommodations and attractions geared to the meetings market. 5. Targeted media releases that support the TDC's specific annual marketing goals. For 2017 -18, as noted previously, these include a series of releases supporting the "Only in the Keys" initiative and one supporting "Flavors of the Keys." The agency will update and refine the format of its releases and other materials as media and social media requirements evolve, striving to provide content that meets and exceeds accepted standards. Recent trends include the demand for shorter and more streamlined copy, inclusion of pertinent links to provide additional story points and the need for associated photo and video content. THE FLORIDA KEYS& KEY WEST ( CO A3YOU ARC K -16 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Releases are distributed in several ways including direct email, RSS feeds via the Florida Keys online newsroom and a Keys media Twitter feed. Virtually all releases are posted in the "newsflash" section of the TDC consumer website and are available for media download from the online newsroom. Some pieces are provided to press trip participants and used to support media missions or promotions. `Keys Traveler' Annual Magazine As in past years, the agency will write, design and have printed an annual "Keys Traveler" magazine to be distributed at World Travel Market and other U.S. and international venues. The publication is a full - color, glossy magazine with approximately 24 pages that showcases highlights from all districts of the Keys and promotes a wide range of destination attributes. Content for the 2017 -18 issue will be chosen in collaboration with the TDC sales team to support stated marketing goals for the fiscal year. As well as its print distribution, "Keys Traveler" magazine is available for consumers and media to download from the destination website. It also is often provided to journalists and influencers either visiting the destination or during outreach at media missions. In addition to a mainstream magazine, one or more eight -page special issues are typically produced each year for specific vertical market segments. Past special issues, which may be updated and republished, have focused on the dive, fishing, meetings and wedding markets. In 2017 -18, NewmanPR plans to produce a dedicated eight -page "Keys Traveler" issue spotlighting offerings and opportunities geared to LGBT visitors, which will be distributed at selected LGBT travel shows and provided to visiting media and social media influencers serving that market. `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. In late 2016, the e- newsletter was redesigned to be responsive and enhance its appeal to readers, especially those using mobile devices, and this responsive format will be utilized in 2017 -18. Each issue's content includes Keys special events, a profile of a notable local personality, a video spotlight and fishing, diving and cultural highlights. Topics are chosen so that multiple districts are represented in each issue. In additional to being distributed to opt -in subscribers at the beginning of each month, each issue is highlighted on the destination's consumer website. Issues subsequently move into a permanent website archive accessible by visitors to the site. THE FLORIDA KEYS& KEYS KEY WEST ( CCMEASYCU AREA K -17 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB As in past years, a culturally Chemed special issue of "Keys Traveler" will be produced in February 2018 with content wholly dedicated to upcoming literary, visual and performing arts highlights in all Keys districts. A second special issue, probably distributed in May, will be a dedicated "Only in the Keys" edition. All topics will publicize indigenous experiences, natural resources, festivals and events, participatory adventures and other elements available to travelers "Only in the Keys." The issue is timed to offer potential summer and fall visitors suggestions for enhancing their vacations through memorable one -of -a -kind activities. Website Initiatives That Integrate Messaging Tasked with managing the general destination news section of fla- keys.com, NewmanPR will continue to develop and post original content to this section several times per week and whenever needed. This will also "feed" district - specific content to the dedicated Key Largo, Islamorada, Marathon, Big Pine & the Lower Keys and Key West news sections. Posted editorial materials will promote multifaceted destination elements and offerings, with the timing of district - specific pieces based on activities within the district, and content spotlighting umbrella offerings. As in the past, this will include advance releases raising awareness of upcoming cultural and special events, environmental adventures, watersports and dive experiences, eco- activities and fishing tournaments; and announcements of new attractions, activities or accommodations. Editorial content is complimented by photography — and video elements, as appropriate — to generate increased readership and interest. Generally, releases distributed to journalists, bloggers and targeted social media influencers will be simultaneously posted to the website's news section to provide timely consumer messaging that complements media distribution. This is also the case with spot news stories on occurrences that can boost positive perception of the Keys. In many instances, social media posts briefly reporting such happenings can be linked to the posted spot news pieces, providing consumers a way to access more detailed and comprehensive information. Other news section content, including "evergreen" releases, features or personality profiles, may be developed specifically for direct -to- consumer distribution to the website's online and mobile audiences. The news section is also valuable in situations that require emergency or crisis communications. NewmanPR's website responsibilities go well beyond populating the news section with releases. The agency's public relations expense budget includes funds to contract with a website editor who works closely with FloridaKeys.com to provide and monitor content for specific pages and sections of the overall fla- keys.com site. This includes content for umbrella- specific sections, a comprehensive calendar of events and other joint projects THE FLORIDA KEYS& KEY WEST ( OOMEA YOU AREA K -18 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB such as creating specialty website sections for vertical and niche market travelers. The agency provides original copy to complement the destination "image" material posted on the website covering such topics as eco- travel, adventure and family travel, as well as specially designed interactive programs that enhance visitors' experiences while in the Keys. In addition, when Two Oceans Digital /Florid a Keys. com debuted a responsive redesign of the entire site, the agency's website editor assisted with cultivating and streamlining content. Website initiatives for 2017 -18, as noted earlier in this plan, include developing and creating content for a "Flavors of the Keys" website section similar in format to the Locals' Choice and Keys Crafted sections developed in previous years. Working with Floridakeys.com, NewmanPR plans to populate the section with story, photography and video elements — all exploring aspects of the Keys' culinary culture and heritage — designed to appeal to the fast - growing market of culinary travelers. Content is likely to focus on indigenous Keys seafood, food festivals and events throughout the island chain, the history of Key lime pie, cooking classes, food - related experiences such as "hook- and - cook" adventures, food tours and profiles of talented local chefs and culinary artisans. Among other website efforts will be expanding the wedding and honeymoon section to include content on vow renewals and further developing the Florida Keys Photo Adventure wedding and romance gallery to include a section for consumer - submitted images related to vow renewal. In addition, the agency will monitor and update all website sections under its purview to maximize reach and effectiveness. Featured Video Series NewmanPR will continue to develop and produce additions to its large series of television news –style Featured Video segments that are posted on the home page of the website. Designed to satisfy the exploding consumer appetite for multimedia content, this ever - evolving "playlist" of brief, dynamic videos covers all districts of the Keys, a wide variety of attractions, indigenous attributes and special events. As well as appearing on the destination website, these television news –style videos will be posted on the agency- created, dedicated "Florida Keys TV" channel on YouTube. The videos also will be repurposed as shorter clips for posting and sharing across the destination's social media platforms — a valuable tactic for generating consumer engagement. Packages will spotlight activities, special events, offerings and attractions from each Keys district. Particular attention will be paid to producing featured video packages that support stated marketing goals. As already noted, one of planned video segments will spotlight romance renewal. In addition, the agency will produce a series of one - minute "Only in the Keys" branded THE FLORIDA KEYS& KEY WEST ( C O A YOU A R K -19 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB videos for social media distribution, with topics chosen to spotlight unique offerings and special events. Existing footage will be repurposed and utilized for these segments wherever possible. Keys Travel Blogs NewmanPR will continue providing regular content to the "Keys Voices Weekly Feature Blog," which has become a facet of the fla- keys.com website as well as a stand -alone offering. Now optimized for mobile viewers, the blog was created by the agency eight years ago on behalf of the destination. The component LGBT travel blog was subsequently developed and integrated. The Keys Voices blog is expected to be particularly valuable in promoting the 2017 -18 "Only in the Keys" initiative since it provides "insider insights" to travel consumer /readers about unique places, people, events, attractions and attributes throughout the Keys. Plans for the upcoming year include producing a series of Keys Voices posts that highlight distinctive "Only in the Keys" visitor offerings and events in all districts. These features and other new content will be written in a friendly and casual tone, positioning both the mainstream and LGBT blogs as authentic, accurate and entertaining voices for the island chain. The blog's stylistic approach reinforces the destination's uncontrived attractions and honest one -of -a -kind appeal, and encourages a level of reader trust and engagement that can help motivate travel decisions. As well as its value in communicating Keys messaging to consumers, the blog is also a source of in -depth material and story prompts for media, and itinerary and topic ideas for social media influencers. The agency plans to post a mainstream blog feature each week and an LGBT- specific entry every other week. Because new posts are added regularly and lead stories change weekly, Keys Voices has proven extremely useful in attracting website readers seeking new destination content. In addition to representing all Keys districts, editorial messaging will cover selected umbrella initiatives and events, and will be complemented by photography. Video elements will be included when appropriate. Strategies for readership growth among consumers and media include posting social media announcements of each new blog entry, optimizing the use of links within each post and exploring emerging platforms to further increase audiences. Working with FloridaKeys.com, the agency will continue facilitating the distribution of copy and links to LGBT blog entries directly to consumers via an opt -in email address list. THE FLORIDA KEYS& KEY WEST ( OO EASYOU AREA K -20 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Expanding Social Media and Mobile Outreach Compelling, carefully crafted social media communication is vital in engaging the interest of potential visitors. In 2017 -18 the agency will carry destination messaging to the exponentially growing number of social media devotees and mobile consumers, utilizing the most reputable and impactful social media channels relating to travelers such as Facebook, Twitter, Instagram and YouTube. Other channels will be considered and utilized as they gain in popularity and potential effectiveness for the destination. Social media messaging plays a large role particularly in the "Only in the Keys" program. Specifics include a series of agency - produced multiplatform posts promoting the flourishing visual arts community, social media contests giving away Keys fishing experiences and an influencer- driven spotlight on diving and snorkeling the destination's unique living coral reef system. In communications to mainstream and traditional media, the agency's primary social media outlets will be clearly highlighted. All visiting journalists, bloggers and influencers will be directed and encouraged to use Keys hashtags — especially those being developed to support 2017 -18 programs. Facebook remains one of the most important social networks for the Florida Keys and a valuable mode of mobile conversation between potential and repeat visitors. Particular attention will be paid to expanding the Keys' presence on Facebook Live, given its extremely large viewership and potential for engagement across multiple demographics. In addition, the agency will cultivate and post genuine news, engaging imagery and video elements on the TDC's established Facebook, Twitter, Instagram and YouTube sites especially during peak, evening and weekend hours. NewmanPR is also prepared to employ social media in crisis communications situations, where it has proved extremely valuable in the past. The agency has the resources to implement and update postings on a 24/7 basis if conditions require it. Facebook Live and `Keys Voices Live!' Video Series Facebook's live- streaming feature, which enables real -time broadcast to and interaction with viewers, has proven to be a significantly influential tool for raising destination awareness and maximizing audience reach and engagement. For example, a series of agency - produced Facebook Live segments during the 2017 All- American Road Trip promotion earned a total of 218,000 views with a reach of 945,000. The top- drawing individual 2017 Facebook Live segment to date, focusing on the Seven Mile Bridge Run, earned 100,000 views with a reach of nearly 212,000. In the upcoming fiscal year, the agency will continue to produce Facebook Live segments catering to social media and mobile users' proven appetites for attention - getting video content. Facebook Live segments will cover events and other high- interest elements throughout the destination to promote the one -of -a -kind Keys vacation THE FLORIDA KEYS& KEY WEST ( C O A YOU A R K -21 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB experience. Specific efforts will include spearheading a dedicated five -day Facebook Live campaign designed to highlight one of the Keys' five districts per day, with topics carefully chosen to intrigue travel consumers while underscoring each district's self - selected identity. Produced over five consecutive days, these district - focused Facebook Live broadcasts will be cross - promoted on other Keys social media platforms. The agency also plans to create a series of recorded "Keys Voices Live!" video segments for broadcast on Facebook and other social media outlets. These short videos will follow a "reporter in the field" format and feature local personality Jenna Stauffer, capitalizing on the popularity of previous agency - produced video pieces featuring Stauffer showcasing destination attributes. Subjects will be drawn from all five Keys districts. Chosen to spotlight both signature and lesser -known offerings, they are to include on- the -water experiences, eco- explorations, attractions with high visual interest and unique special events. The live format will encourage viewers to "participate" virtually in the experience. In addition, the agency will produce a dedicated series of "Keys Voices Live!" or Facebook Live videos to support the "Flavors of the Keys" initiative. As noted earlier, the series will feature chefs, culinary artisans and distillers or brewers demonstrating and discussing their craft. Spotlighting Special Events NewmanPR plans to expend significant effort and resources to promote special events and festivals, since they provide a significant and time - specific draw for travel consumers, a proven "hook" to generate media and social media coverage, and colorful content to inspire consumers' social sharing and engagement. Vigorous event promotion will be particularly important in 2017 -18, given recent cuts in available district event funding. Efforts will focus on virtually all events supported by district and umbrella funding. The agency also will provide support and coverage, as warranted, to new and emerging events that show potential to appeal to media and consumer audiences, attract overnight visitors to the Keys, and foster a favorable perception of the destination. When planning event coverage, the agency will take into account not just the event itself, but also its value in showcasing the unique environmental and cultural attributes of the overall destination and the district where the event takes place. Emphasis will be placed on "indigenous" event elements that illustrate and expand awareness of the Keys' cultural heritage, balmy year -round climate, environmental richness and eco- friendly mindset — as well as those supporting the contention that an optimal vacation can be experienced "Only in the Keys." Activities will include writing and distributing advance releases for mainstream and appropriate niche media; pitching event - related stories to traditional and nontraditional THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE' K -22 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB media, high -level bloggers and social influencers; working as the Florida Keys News Bureau to create and distribute spot story, photography and video packages during events; and coordinating direct -to- consumer promotion via Facebook, Twitter, YouTube, Instagram, Pinterest and other appropriate social media channels. When events are highly colorful and visually interesting, the agency's Florida Keys News Bureau will produce video segments to post on the Keys' website and YouTube channel, mini - videos for distribution via social media and /or Facebook Live segments showcasing event highlights. Public Relations Targeting Travel Trade To maximize placement of Florida Keys news items by travel trade outlets as well as consumer - focused media and social media, the agency will continue connecting regularly with Keys lodging associations, chambers of commerce and other sources for tourism infrastructure improvements that provide meaningful news. Results will be distributed to appropriate travel trade sources. The agency will continue to create and distribute to travel trade media its quarterly "What's New in the Florida Keys & Key West" e- newsletter spotlighting new and enhanced accommodations and attractions offerings, and its annual overview of expanded or recently debuted accommodations and attractions geared to the meetings market. As in recent years, the agency will also promote new and enhanced lodging options through roundup releases, media pitching and other means of communication. In addition to distributing this type of information to appropriate trade sources, the agency will rework stories regarding major Keys events for travel trade media and influencers, as appropriate. Throughout messaging directed to trade media and their audiences, the agency will attempt to maintain high trade awareness of the TDC's sales and marketing staff. Sales Support at Trade and Consumer Travel Shows As in the past, the agency will support the TDC's sales team at a variety of trade and consumer shows and exhibitions throughout the year. This support may include preparing media materials and electronic press kits on USB drives, writing and producing magazines such as "Keys Traveler," creating targeted promotions for specific show audiences and providing full media support at the Keys booth, where appropriate. Efforts Geared to the LGBT Market During fiscal year 2017 -18, NewmanPR will work to maintain and expand the Florida Keys & Key West's established reputation as a leading, highly desirable LGBT travel destination that offers a unique and memorable vacation experience — while THE FLORIDA KEYS& ICY WEST I C C AS YC U A R K -23 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB addressing LGBT visitors' diverging expectations and emerging segments of the overall market. Equally important, efforts will continue to promote the mindset of inclusiveness and easygoing diversity, characterized by the One Human Family philosophy, that underlies the Keys' longstanding appeal. This will address LGBT travelers' expressed need for destinations that are perceived as safe, genuinely welcoming and honestly friendly. Messaging will target both the older LGBT demographic, which typically prefers gay - focused activities, accommodations and entertainment; and the younger demographic and LGBT family travel groups with a preference for all- inclusive activities, accommodations and experiences. In 2017 -18, domestic LGBT public relations activities will underscore the destination's relevance for LGBT millennials, young professionals and families as well as baby boomer and Gen X travelers. According to market research, warm weather, beaches and water activities, cultural elements and an authentic, uncontrived atmosphere resonate with LGBT travel consumers. Emphasis will be placed on these themes as well as the wide variety of accommodations, activities ranging from on- the -water adventures to off - the - beaten -path and "Only in the Keys" offerings, cuisine experiences, same -sex wedding opportunities, eco -tours and personalized travel options. Outreach will also reinforce the Keys' long history of commitment to attracting and serving the LGBT market. Public relations strategies will include representing the Keys and Key West editorially to LGBT media, bloggers and social media influencers through a blend of "image" efforts and promotion of select special events. Specific efforts will include the production and distribution of publicity releases to promote special events and other topics of note, and the creation of twice - monthly LGBT blog entries by the Keys' LGBT media relations representative. The LGBT blog — in addition to the LGBT content and imagery in the fla- keys.com website's online newsroom — will also be promoted by the media relations representative while providing support for the destination's presence at local, national and global LGBT- focused consumer and trade events. These events are likely to include the International Gay & Lesbian Travel Association's global convention and the National Lesbian & Gay Journalists Association annual convention and media summit, as well as one or more domestic or international Pride events. In addition to other media materials, the agency plans to produce an eight -page LGBT edition of the "Keys Traveler" magazine for distribution at these travel shows. It will also be distributed to traditional and online media, bloggers and social media influencers during destination visits and in other settings as appropriate. The agency's LGBT media relations specialist will spearhead multifaceted ongoing support for and on -site meetings with LGBT media and influencers traveling to the Keys. THE FLORIDA KEYS& KEY WEST ( OOMEASYOU AREA K -24 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Support may include logistical assistance, arranging accommodations and /or creating innovative itineraries that showcase activities, experiential adventures and elements selected to appeal to media and their audiences. Complementing individual visits, an LGBT group familiarization tour is planned for traditional and social media representatives. Traditional media participants will be selected for their ability to communicate Keys messaging to targeted consumers via print and online LGBT- focused articles, while influencers will be chosen for their ability to reach LGBT consumers across the demographic landscape and share their Keys experiences in real time with their followers. In 2017 -18, general releases and online materials targeting the LGBT market will be refreshed and expanded as needed. Updating these resources with timely and well - targeted information will maximize their usefulness and effectiveness in communicating Keys messaging. The agency will continue supplying editorial content and photography to targeted media and influencers, with information and input for articles in LGBT and mainstream outlets offered and provided as appropriate. Efforts will focus on strengthening existing media relationships and building new ones. Finally, the agency will continue promoting selected LGBT- focused events and spot news directly to travel consumers via relevant postings on Facebook, Instagram, Twitter and other Keys social media channels. Focus on China Research data indicates that China remains a strong international country of origin for Keys visitors, with Shanghai emerging as 14th in international bookings according to nSight's 2016 rankings. In addition, Chinese citizens are now able to get 10 -year visas to travel. Family travel is popular with this market, and the Chinese visitor is typically affluent and particularly interested in history, culture and indigenous cuisine. Therefore, NewmanPR plans to seek public relations representation for the Florida Keys in the market to increase favorable awareness of the Keys and their unique offerings, creating a viable relationship to target Chinese media and travel consumers. Under the direction of NewmanPR, the selected Chinese representative will perform multifaceted tasks to promote the Keys. They will include coordinating visits for individual media and high -reach social media influencers as appropriate, organizing and escorting one group press trip annually for Chinese mainstream and social media, crafting and carrying out a news release program for targeted media and ensuring correct translations and content suitability on the Keys' .cn web page. In addition, the Chinese representative will be charged with establishing and overseeing a Keys social media presence on Chinese conduits, since Facebook and YouTube are not permitted. Associated activities may include translating existing Keys social media THE A KEYS& KEY WEST ( CC EASYCU ARE' K -25 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB content for posting and evaluating existing videos for usage in the market. If appropriate and when needed, the representative will also relay crisis communications information to the Chinese market. Rao iiinnbeNorit'RGi4aEion+* IEffon+* Media Promotions NewmanPR will seek and respond to media promotional opportunities that provide cost - effective means to create additional awareness of the Florida Keys & Key West. This may involve elements such as providing a contest winner's transportation to the Keys as part of a destination broadcast promotion (similar to 2017's effort with the nationally syndicated Steve Harvey daytime television show), partnering with bloggers or social media influencers on destination - focused initiatives or considering sponsorship or travel support as occasions arise. Journalist Conference Activity on Destination's Behalf As one of about a dozen agencies nationally with three members in the influential Society of American Travel Writers, NewmanPR will continue to represent the Keys at events including the SATW national and regional meetings. Carrying destination messaging to this group of respected journalists has often resulted in valuable coverage in high- readership outlets. The agency also maintains membership in the Outdoor Writers of America Association and the Florida Outdoor Writers Association. Collaborative Activities As appropriate, collaborative efforts will be undertaken with the public relations offices of Visit USA and other suitable organizations. Opportunities for collaboration also will be explored with other tourist development councils and tourism boards, as well as representatives of airlines and cruise lines serving the Keys. When deemed potentially beneficial to the destination, NewmanPR will consider joint or shared promotional efforts with public relations representatives of individual Keys properties or attractions. PR for Keys Tourism Industry Interests Whenever events warrant, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members to communicate information about situations that could impact tourism. In addition, electronically distributed tourism advisories will be produced to alert industry members about potential public relations opportunities. THE FLORIDA KEYS& KEY WEST ( COASYOU ARC K -26 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB When requested, NewmanPR representatives will make presentations to Keys tourism organizations regarding ways they and their members can take advantage of TDC public relations opportunities and maximize their own PR effectiveness. Comprehensive Crisis Management Activities During NewmanPR's 36 -year tenure as the TDC's public relations firm, the agency has conceived and implemented crisis communications efforts — an integral part of any responsible PR plan — that have helped the destination endure and recover from hurricane threats, hurricane impacts and other major situations such as the 2010 Gulf oil spill. Crisis management also has been provided, as necessary, in occurrences involving New World screwworm affecting Key deer and other animals, concerns about the Zika virus, diseases such as dengue fever, major traffic accidents and other incidents with the potential to negatively impact tourism and perception of the Keys. In 2017 -18 the agency will review and refine its successful crisis management strategy for the destination and update its existing Hurricane Emergency Plan for both threatened and actual storms. The agency will continue its relationship with Monroe County Emergency Management, which benefits the TDC and the tourism industry and supports efforts to achieve economic recovery as quickly as possible after a storm passes or a crisis is resolved. Similarly, the agency will maintain its strong relationships with Monroe County law enforcement, military organizations, and federal and state environmental organizations — including the Key West National Weather Service Office and National Hurricane Center — to provide constant information interchange and coordinated responses to situations that might impact tourism flow. In any crisis or emergency, the agency will provide important information to Keys lodging properties and tourism interests as quickly as possible. While most transmission is via e- blast, the agency still maintains a relationship with a third -party voice -call alert system for use when required. In addition, working with the Lodging Association of the Florida Keys and Key West, the agency plans to organize a pre– hurricane season preparedness workshop for the tourism industry on behalf of the TDC. Efforts also include executing an annual hurricane - related media blitz with and for the Monroe County Emergency Management Office. Visitor Assistance Line The public relations expense budget funds a 24 -hour, toll -free visitor - assistance service that serves as a multilingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program provides an important resource that demonstrates the destination's care and concern for its guests. THE FLORIDA KEYS& KEYS KEY WEST ( COMEASYOU ARE' K -27 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB International Market Public Relations W. . *, NewmanPR's Canadian affiliate agency, Toronto -based LMA Communications, will continue ongoing efforts to reinforce Canadian - market awareness of the Florida Keys & Key West as a premium global visitor destination. LMA will position the island chain as a unique year -round destination that offers experiential activities, scenery and discoveries that can be found "Only in the Keys." Canada remains Florida's and the Florida Keys' largest market for inbound international travelers. LMA will continue striving to deliver highly targeted media coverage about the genuine experiences, adventures and memorable activities that set the Keys — and each of the five districts — well apart from other Florida and U.S. destinations. LMA's strategies include showcasing the Florida Keys to high- income travel consumers who are seeking distinctive bucket -list experiences and who remain economically resilient, despite Canadian currency swings. The agency will continue to reinforce the strong profile the Florida Keys have attained as a prime destination for everything from festivals and cuisine to on- the -water activities and intriguing culture. LMA will nurture its existing relationships with established media who report on Florida to deliver favorable destination coverage, while expanding reach among influencers and their social media followers. Positive, well- respected relationships with media will help keep the Florida Keys on the radar of top Canadian journalists and influencers — especially those from the province of Ontario. Target Audiences LMA will target Canadian travelers who live in Ontario, one of Canada's most populated and affluent provinces, which includes the Toronto market. The greater Toronto area includes Hamilton, Niagara, Ottawa and southwestern Ontario. South Florida is easily accessible from Ontario's Toronto Pearson International Airport. LMA is also targeting Canada's French - speaking markets of Montreal and Quebec City, both with easy air access to Miami. Montreal is Canada's second - largest market for travel to Florida. The agency also will seek to expand awareness about the Keys to eastern Ontario, especially the Ottawa region. Ottawa is Ontario's second - largest city and has a large population of "snowbirds" who winter in Florida. THE FLORIDA KEYS& KEY WEST ( COMAYOU ARC K -28 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Target demographics will vary by market, but will include: 1. Active singles and couples 2. Families and multigenerational groups 3. Destination wedding and honeymoon travelers 4. Watersports, fishing, diving and yachting enthusiasts 5. Snowbirds and active seniors 6. Meeting and conference groups 7. LGBT travelers 8. Specialty market visitors interested in elements such as cuisine, culture and history Since LMA is including Ottawa as a target audience in strategies for 2017 -18, the agency will seek media coverage directed to the snowbird audience, since this group continues to grow with baby- boomer demographics. Snowbirds typically have time and money, and seek unique destinations and experiences. Target Media LMA's primary objective targets media outlets with strongest potential to provide positive coverage about the Florida Keys & Key West, both broadly and in applicable vertical markets. Particular emphasis will be placed on increasing strong connections with bloggers to broaden awareness and reach. Priority media targets will include: 1. National English daily newspapers: top Canadian newspapers such as Globe & Mail, National Post, Toronto Sun, Hamilton Spectator, London Free Press, Ottawa Citizen, Windsor Star, Calgary Herald and Edmonton Journal 2. National French - focused daily newspapers: Le Devoir, La Presse, The Gazette and Le Journal de Montreal 3. Credible influencers and bloggers with significant followings and engagement 4. Social media outlets such as Facebook, Twitter, Instagram and Pinterest 5. Commuter dailies: Metro Canada (regional outlets), 24 Hours Canada 6. Specific industry publications targeting diving, food, nature, eco- enthusiasts, weddings and other appropriate niche markets 7. Magazines such as business publications with travel or lifestyle sections 8. Broadcast travel shows and segments on TV and radio THE FLORIDA KEYS& KEY WEST ( COMEA3YOU ARE' K -29 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Major Public Relations Initiatives LMA's proposed public relations programs for 2017 -18, created to communicate the taste and feel of the Florida Keys to Canadian media and their audiences, include: 1. A social media scavenger hunt for Toronto -based influencers, showcasing Keys elements linked to Toronto to boost destination awareness before the winter holidays 2. An "Only in the Keys" Instagram influencer press tour, utilizing the platform's new Instagram Stories app, to boost meaningful blogger and social media interaction through unique Keys experiences 3. A high - visibility "Conch Your Way to the Keys" event in Toronto, with the best conch shell blower to win a trip to the Keys 4. A Canadian Weather network "Live on Location" takeover to promote awareness of the year -round warm - weather appeal of the Keys and its five distinct districts `Keys to The Keys' Social Media Scavenger Hunt (Toronto) The "Keys to The Keys" social media scavenger hunt will be created specifically for media influencers and designed to highlight engaging elements that communicate the "feel" of the Florida Keys. A group of up to 30 influencers will be invited by email and asked to confirm participation in the scavenger hunt, which will likely take place in October to increase destination awareness prior to the winter holiday season. On the day of the event, LMA will send participating influencers clues to Toronto landmarks and locations that have a Keys connection. For example, a clue will include the Toronto Star, where Ernest Hemingway worked during his early career. Each clue will be sent via Instagram at the top of a designated hour. Each clue would have three additional hints, sent 15 minutes apart. Influencers will be asked to take a photo once they determine a correct Toronto venue and post it to Instagram. Tags are to include @thefloridakeys and a hashtag created for the scavenger hunt. Participants will be asked to brand their posted images with a Keys logo provided to them beforehand, thereby heightening destination awareness through the influencers' posted photos. The first eight influencers to successfully complete the scavenger hunt will be selected as guests for an "Only in the Keys" media research tour described in the next section. Winning participants will be required to cover the event for social media channels and their media outlet(s). THE FLORIDA KEYS& KEY WEST ( COMEA3YOU AREA K -30 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB `Only in the Keys' Instagram Influencer Excursion (Toronto) According to 2016 Instagram statistics, about 8.5 million global users are from Canada. Average Canadian users check their Instagram app an average of 11 times daily, six days a week. To reach these and other social media users, LMA is planning to host a Canadian "Only in the Keys" ( #OnlyintheKeys) press trip for Toronto influencers, with participants being the first eight winners from the scavenger hunt described previously. This media research tour will be used to raise awareness of the Florida Keys, highlight unique attractions and engage the public through the influencers' followers. Press trip attendees will be paid a fee to post, tweet and share trip highlights daily and be encouraged to utilize Instagram Stories. Separate from users' profiles, Instagram Stories is a space for raw, real -time sharing. Stories go beyond the usual filter options with features that allow users to bring their stories to life for up to 24 hours using text and drawing tools. Instagram Stories has reached 150 million daily users since its launch Aug. 2, 2016. One in five Instagram Stories elicits a direct message from its viewers, and roughly 70 percent are viewed with sound. One -third of the most - viewed Instagram Stories originate from businesses. The four- to five -day "Only in the Keys" media trip will promote social interaction and coverage of the destination before, during and after the trip. Participants will be asked to post or commit to: 1. A minimum of one post before the trip on a social media channel and /or blog, sharing various reasons why they are eager to visit the Keys 2. Real -time posts from Facebook or Instagram videos throughout the press trip 3. At least three daily posts on one or all of the influencers' social media platforms 4. A minimum of one in -depth story and a social media post after the trip on blog posts or channels — and an additional post promoting Keys content via social media platforms 5. The possibility of pitching or placing an article with a third -party media outlet The Keys' social media channels will be complemented and enhanced by the engaging influencers that LMA selects for the trip. `Conch Your Way to the Keys' Event (Toronto) LMA will invite media to help decide who is the city's top new conch talent. The top conch shell blower is to win a trip to the Florida Keys. LMA will send Conch Republic VIP kits complete with a conch shell, flip -flops and a passport -style booklet about the Keys to targeted media. The booklet will include information on how to blow the conch shell, how to properly relax in flip -flops and how to THE FLORIDA KEYS& KEY WEST ( CO A3YOU ARC K -31 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB share photos and video content with targeted media audiences. Each media member or influencer is to create a 30- second video of himself or herself blowing the conch shell and post it to social media with a specified hashtag, ensuring immediate social media engagement. Voting to choose the top six contenders will be conducted by Keys and LMA judges. LMA will investigate conducting a final round, where the grand prize winner is chosen, on the air during a Toronto morning television show. This exposure would reach widespread audiences and augment the winner's coverage of his or her Keys trip. Canadian Weather Network: `Live on Location Takeover' (Ontario) To reach Ontario travel consumers on a broad scale before the winter booking season, LMA will explore the opportunity of hosting The Weather Network's "Live on Location" with one of the station's well -known meteorologists. This promotion will raise awareness of the Florida Keys and its ideal year -round weather, highlight unique attractions and engage the public through the station's viewers. The Weather Network is Canada's leading weather station with demographics of ages 25 to 54 and an average weekly reach of 470,000. For three consecutive days, LMA plans to "take over" "Live on Location" segments, with three to four 60- second hits per hour for four straight hours. This would total 12 to 16 daily hits, with the possibility that some segments might be repeated for additional exposure. A meteorologist will highlight specific activities and districts from an itinerary that LMA provides. For example, there could be different segments or interviews for each hit, or multiple segments could originate from the same location. Cross - Ontario Media Missions: Breakfasts and Deskside Meetings (Toronto and Ottawa) Toronto continues to be the number -one international market for searches and bookings for the Florida Keys & Key West. In addition, Ottawa has grown in bookings and searches as a market for the Keys. Therefore, LMA is planning an Ontario mission to meet with and carry destination messaging to media in both cities. Two breakfast receptions, with separate deskside appointments, will be scheduled in Toronto and Ottawa to build awareness and encourage travel to the Keys from these top international origin cities. Toronto's metropolitan area has a population of more than 5.9 million people, making it the largest city in Canada and the fourth largest in North America. Recognized as one of the world's most multicultural and cosmopolitan cities, Toronto is an international center of business, finance, arts and culture. Ottawa, Canada's capital, is a dynamic city of more than 1 million people. Located in eastern Ontario, it is the fourth- largest city in Canada. Ottawa's population is largely THE FLORIDA KEYS& KEY WEST ( C OMEA3YOU ARE' K -32 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB baby boomers, with more than 60 per cent of its population age 40 and older — making them an excellent target demographic for family, leisure and extended -stay travel. Print and Online Media (Toronto and Ottawa) Both Toronto and Ottawa have a variety of influential print media outlets: 1. Toronto Star Newspaper 2. Toronto Sun Newspaper 3. Globe & Mail Newspaper 4. Ottawa Sun Newspaper - 5. Ottawa Family Living Mac 6. Ottawa Citizen Magazine — Circulation 400,000 — Circulation 200,000 — Circulation 350,000 – Circulation 145,000 tazine — Circulation 30,000 — Circulation: 64,000 Travel Media Association of Canada's Annual Conference (Victoria) LMA will participate in the annual four -day Travel Media Association of Canada Conference tentatively scheduled for late May 2018 in Victoria, British Columbia. The show offers an excellent opportunity to build new Canadian media relationships in western Canada while strengthening existing relations with other Canadian media. Western Canada remains largely an undeveloped market for the Keys. TMAC is Canada's premier travel media association, linking travel media and tourism industry members. Of TMAC's 400 -plus members, 45 percent are media and 55 percent are suppliers. A two -day Media Marketplace offers prescheduled 15- minute meetings with preselected media members, when editorial and assigned press trip opportunities are discussed. The conference also includes an Open Marketplace for additional meetings. LMA will present media takeaways or gift bags containing Keys information and products, providing an additional opportunity to personally discuss story ideas with selected attendees, as well as their possible participation in press trips to the Keys. Canadian Group and Individual Press Trips A large portion of LMA's campaign involves familiarizing media with the true spirit of Florida Keys as an all- encompassing travel destination — one that offers far more than a typical winter escape for Canadian snowbirds. This involves educating and enticing media and escorting them to hidden, authentic and off - the - beaten -path places that are unique to the Keys. THE FLORIDA KEYS& KEY WEST ( CO A3YOU ARC K -33 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Canadian Themed Press Trip: `Sea Adventure, Seafood' LMA intends to host a Chemed press trip in late April 2018 to promote the indigenous cuisine, culinary experiences and wide range of water activities throughout the Keys. Five to seven media will be targeted for the trip, Chemed "Sea Adventure, Seafood," with particular attention paid to attracting representatives of traditional media outlets. LMA will select participants from a highly vetted list of potential media attendees, seeking those with confirmed story angles and placement dates, as well as audiences likely to be most responsive to Keys messaging. The agency will maximize existing relationships with airline partners to secure the most favorable press rates. Canadian Additions to U.S. Group Press Trips On some Chemed U.S. group press trips, there may be availability for Canadian media to fill spots. LMA will work closely with NewmanPR to secure the most appropriate Canadian media depending on the trip theme and itinerary focus. Individual Press Visits For fiscal year 2017 -18, LMA will also pitch individual media members to travel unescorted to the Keys. Outreach will focus on the top tier of Canadian travel publications and include television, magazine, newspaper and online outlets. Additionally, LMA will work closely with representatives of "niche" blog forums or broadcast outlets to highlight themes of interest such as diving, hiking or adventure. LMA's proprietary database is used to match appropriate media for targeted publicity opportunities. Individual trips will continue to be tailored to the outlet and the particular story focus. The agency offers registration for the Keys' online newsroom to all media contacts, enabling them to take advantage of this comprehensive resource to access video, photography and story material for use in informing their audiences about the destination. Media Communications and Outreach Monthly Electronic a -News Blast Distribution LMA will continue to distribute a monthly e -blast highlighting the latest news, updates, events and special activities from the Florida Keys. The copy always includes a call to action, links for additional information and Florida Keys social media links. Staying in regular contact with media in this manner serves as a reminder about the Florida Keys while providing timely story ideas. THE FLORIDA KEYS& KEY WEST ( CO ASYOU ARC K -34 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB The e- Blasts are distributed via the agency's online distribution system to a proprietary media database comprising more than 950 Canadian travel media contacts. Updated regularly, the database includes online media such as blogs, print that includes newspapers and magazines, television and radio, travel and travel trade, specialty, lifestyle, culinary, fashion, sports and other niche categories. LMA's electronic distribution system employs Campaign Monitor, which generates analytical information such as percentage of releases opened and read. Topics for the e- blasts are selected and summarized from NewmanPR's domestic news releases and media advisories. The selection of releases is based on the new offerings and events or festivals that highlight the uniqueness of each district while appealing to a variety of interests. All public relations materials will continue to publicize the Keys website, toll -free number and the destination's multiple social media outlets. To encourage Canadian broadcast usage of NewmanPR's agency - produced spot news videos, LMA will supply Canadian broadcast and radio outlets with Keys video advisories containing information about how to obtain the video. The agency will also identify opportunities for news release distribution through Canadian Newswire, used as required to communicate information about significant Florida Keys news or developments — for example, new Canadian airlift into South Florida gateway cities that would allow additional access to the Keys. Canada's leading newswire provider, Canadian Newswire offers services to a majority of Canadian media. Typical distribution is more than 5,000 contacts, industry analysts, freelance journalists and multiple syndication networks. LMA will utilize this service as needed to create mass awareness of major Keys news items. Media Contacts, Pitches and Feature Development LMA's strategy for Canadian media is to tell the story of the Florida Keys & Key West — telling it well and often — so it is heard and seen by media contacts who share it with their audiences. As part of this process, LMA will continue to work closely with Canadian media outlets and freelancers to identify editorial feature opportunities throughout the year. LMA's team is well recognized by the Canadian media, particularly among travel, hospitality and lifestyle editors and writers. The agency's account team has developed a comprehensive list of contacts covering daily and community newspapers, trade and specialty magazines, online sites and blogs, and specialty and vertical markets. Ongoing media outreach for the Florida Keys involves sending news releases, updating contact information, pitching features according to editorial calendars, and above all being a trusted, reliable resource for relevant information. LMA also may consider participation in additional functions and events throughout the year that could be beneficial to the Florida Keys through existing strategic partnerships. THE FLORIDA KEYS& KEY WEST ( COMAYOU ARC K-35 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Representation at Travel Media Networking Events LMA will continue to represent the Florida Keys & Key West at networking events that host highly productive and professional media. Regular networking events attended on behalf of the Keys are hosted by the following groups: 1. Society of American Travel Writers— A North American association for travel writers, photographers and industry professionals 2. Travel Association of Canada— Canada's premier association for travel media and industry members 3. Toronto Travel Massive— The Toronto chapter of the global Travel Massive blogger group 4. Young Travel Professionals /Toronto (— The Toronto chapter of the global Young Travel Professional group of travel media and professionals Crisis Communications LMA will continue to plan crisis communications strategies, when warranted by a negative happening or accident, to effectively: 1. Manage communications through a formal, clearly defined channel to ease the immediate crisis or any serious negative repercussions 2. Maintain a reputation of leadership and transparency in relation to the issue at hand and any subsequent breaking news As part of any crisis communications effort, LMA will work closely with NewmanPR to develop strategies for all types of possibilities. Each would be addressed on a one -to- one basis with message points and news e- blasts or releases. Additional Ongoing Activities LMA will continue to provide guidance on all relevant competitive and industry announcements and releases. The agency will keep NewmanPR up to date about any news items that may require further investigation or generate partnership opportunities. LMA will also supply relevant content for posting on the Florida Keys' social media channels, particularly Facebook and Twitter. Potential topics can include local social media chats, specific holidays and notable Canadian online media or social media coverage. THE FLORIDA KEYS& KEY WEST ( CCMEASYCU ARE' K-36 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB United Kingdom and Europe KBC PR & Marketing, based in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West for Europe. The U.K., Ireland and Germanic markets, the latter through sub - contracted agency Get It Across in Cologne, Germany, will continue to be the prime focus of public relations activity for 2017 -18. KBC's programs will highlight a significant increase of flight capacity into Miami and Fort Lauderdale from global cities including London, Dublin, Berlin, Dusseldorf and Vienna. The new flights make the Keys a more easily accessible destination during a time when Keys hotel capacity is also increasing and evolving. New airlift into South Florida, along with new hotel development and refurbishments, offers an unmatched opportunity to ensure that travel media in established European markets recognize the Florida Keys & Key West as one of the world's must -visit destinations for 2017 -18. KBC's targeted new initiatives will focus on Ireland, a fertile market for all of Florida, and additionally, the wealthy Swiss market. In France, a burgeoning secondary market, activity level will be maintained during fiscal year 2018. Additionally, KBC will work with targeted Italian journalists to build recognition in Italy, undergoing economic recovery. In the Nordic region, activity will focus on the high -yield travel market of Norway with a specialist affiliate to be appointed. For European travelers, defining distinctive, unique characteristics of a travel destination is crucial for driving demand. Whenever possible, authentic experiences that are truly unique to the Florida Keys & Key West, or "Only in the Keys," will be featured in all media outreach strategies. Key Media Trends Shaping the European Campaign 1. With print reach down 6 percent in 2016 and appearing to further decline, the newspaper industry appears to be starting a wave of consolidation affecting ownership, editorial and operational models. In the U.K., for example, the Independent online's travel team is now also responsible for travel output for London's Evening Standard newspaper. In recent months, Trinity Mirror's financial challenges have led to consolidation of all travel content for the Daily Mirror, Sunday Mirror and Sunday People under one team. 2. Despite a fall in actual print sales, a sharp trend impacting more mass market rather than quality titles, consumers remain loyal to preferred media brands, simply accessing them online. In December 2016, U.K. national newspapers enjoyed a 16 percent year -on -year increase across digital platforms, giving them a total of 31.5 million unique daily browsers. An additional 70 million unique browsers accessed online content, compared to a year earlier in December 2015. THE FLORIDA KEYS& KEY WEST ( C OMEA3YOU ARE' K -37 3. Specialist media brands and quality newspapers are growing their online subscriber bases by charging for digital access. Publishers are investing heavily in data to help deliver more personalized content. 4. Journalists are becoming multiplatform specialists, able to deliver content for print, online, mobile devices and social media. This is a reaction to the demands of a changing audience that includes the growing millennial market. 5. Traditional journalism and professionally trained journalists continue to play an important role. However, the media landscape is changing quickly; thus, the influence of bloggers, user - generated content and social media is greater than ever before. Travel blogging can be a highly paid full -time job for the best and most successful bloggers, whose content can be highly professional for European markets. Working with professional bloggers is understandably more expensive, but delivers significant exposure and reach. European activity will position the Florida Keys & Key West as one of the world's most "happening" travel destinations, providing experiences that are unique not only within Florida but in the entire United States. Experiences that can only be found in the island chain, emphasizing the unique nature of a visit to the Keys, or "Only in the Keys," will be featured strongly in European PR activity. Must -do activities — driving across the Seven Mile Bridge, exploring the nightlife of Duval Street, experiencing signature events like the Humphrey Bogart Film Festival and Hemingway Days, nature -based discoveries like snorkeling the Dry Tortugas and paddling the mangroves of the Lower Keys — will be featured. Showcasing uniquely Keys experiences will ensure that European travel journalists and influencers recognize there is no destination in the world like the Florida Keys & Key West. Fiscal year 2017 -18 will continue the trend toward multiplatform coverage maximizing exposure across print, online, mobile and social media to motivate the widest possible range of consumers to consider a visit to this unique destination. U.K., Ireland and Secondary Markets Implementation Introduction Increased air capacity into Miami and Fort Lauderdale from the U.K. and Ireland, and additional continued growth in diversity of accommodations in the Florida Keys, creates an opportunity to position the Keys as a top "happening" travel destination for U.K. and Irish visitors in 2017 -18. KBC spearheaded several outreach projects in 2016 -17 on both sides of the Irish Sea, designed to expand the number of targeted media outlets and build excitement about the Keys. An important strategic objective for 2017 -18 will be to nurture KBC's newly developed relationships and interest created to generate inspirational Keys content that drives visitor demand through media visits and story placement. THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE' K-38 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Activity in the U.K. and Ireland will showcase the Keys as the best of indigenous Florida, a world away from man -made theme parks of Orlando and "consciously cool" Miami. Uncomplicated and richly unique Keys experiences such as getting out on and in the water, driving the Overseas Highway, catching and cooking fresh fish, or enjoying Key West's sunset celebration will provide a genuine and appealing contrast to the media's preconceptions of the Sunshine State. In all efforts, KBC will: 1. Position the Keys as a relaxed, aspirational destination that offers a genuine Florida experience for overseas visitors, in contrast to the artificial attractions of Orlando and glitzy vibe of Miami. 2. Capitalize on increased flight capacity into the Keys' gateway airports of Miami and Fort Lauderdale, in addition to showcasing continued choice among accommodations in the Keys. 3. Build on interest generated by new media relationships, mined in 2016 -17, to create engaging, inspiring content about the Keys. 4. Implement a dedicated group media trip to the Keys for Irish journalists, supporting this burgeoning outbound travel market to Florida. 5. Increase focus on millennial travelers through targeted activity focusing on influencer and media partnerships. PR Campaign Elements Press Releases KBC will distribute two monthly press releases to media in the U.K. and Irish markets. Generally, these will be one event - oriented release and one news, feature or Chemed story. A continuing trend toward multimedia content means that topics with strong available high - resolution imagery and /or video footage will be given top priority. Press releases produced in the U.K. are shared with all European markets and translated or adapted for distribution where appropriate. All releases are uploaded onto fla- keys.co.uk posted on KBC's website and shared via social media. For additional distribution, all U.K. press releases are shared with the Visit USA Association and Brand USA for their own media outreach. HE FLORIDA KEYS& KEY WEST ( COMEA3YOU ARE' K -39 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Media Visits KBC will secure and manage a minimum of 13 media visits for fiscal year 2017 -18 to the Keys from the U.K. and Ireland markets, with activity to include various individual media visits and two group trips. Attention will focus on media outlets with a national reach, while U.K. activity will also firmly target London -based media. Trip participants will be required to share their Keys output on a variety of social media platforms, including their own Facebook and Instagram accounts and those of their assigned media outlet(s). `From Ireland to the Florida Keys' Group Press Trip — November 2017 Prompted by the growing strength of the Irish outbound travel market, KBC undertook a two -day media mission to Dublin in April 2017. The city's travel journalists expressed huge enthusiasm for the Florida Keys, advising that the Sunshine State is more popular than ever with Irish travelers who are eager to explore beyond a classic Orlando -based theme park vacation. In significant news, Aer Lingus is to launch its first direct Dublin -Miami flight service Sept. 1, 2017, adding to recently launched indirect Iceland -based WOW air service into Miami from both Dublin and Cork via Reykjavik — making the Keys more accessible than ever before to the Irish leisure travel market. Aer Lingus has expressed strong interest in working with KBC to promote its Miami route as the gateway to southern Florida. KBC therefore plans to lead its first -ever Irish group press trip to the Florida Keys. Themed "From Ireland to the Florida Keys," to emphasize ease of reaching the destination from Dublin and other Irish cities, the trip will target five journalists from Irish national media outlets. It will offer an insight into what makes the Keys uniquely special, and why readers should choose the Keys as their first taste of the real Florida. The itinerary will focus on experiences that can be found only in the Keys including driving the Seven Mile Bridge, taking a "selfie" at the Southernmost Point, snorkeling at John Pennekamp Coral Reef State Park and visiting the Turtle Hospital. The trip will emphasize the ways in which the Keys represent an aspirational destination now easily reached for Irish who love Florida. `The Keys by Land, Sea and Air' Group Press Trip — April 2018 The U.K. group trip for 2017 -18 will shine a light on the distinctiveness of the Florida Keys by focusing on different ways to explore "Only in the Keys" experiences in the destination. Based on the theme of experiencing the Keys by land, sea and air, this itinerary will allow KBC to show media participants that the island chain is unlike anywhere else in Florida or the United States. THE FLORIDA KEYS& KEY WEST ( COASYOU ARC K -40 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Land -based activities will include touring the streets of Key West by bike and exploring the nature trails of Bahia Honda State Park or the National Key Deer Refuge in the Lower Keys. Water -based adventures will include a "catch and cook" fishing experience in Islamorada and snorkeling at John Pennekamp Coral Reef State Park in Key Largo. Air activities will add an extra "wow" factor, allowing media to take a seaplane to Dry Tortugas National Park, try jetpacking in Islamorada or soar above Key West in a helicopter. Keen to promote its services to southern Florida, Iceland -based WOW air has already tentatively agreed to provide complimentary flights — extending the trip's budget to ensure the group has a truly unique Keys experience. Special Project: Hemingway, Bogart & Fantasy Fest Come to London From celebrations recalling the legendary Ernest Hemingway and Humphrey Bogart to the Underwater Music Festival and Fantasy Fest, the Florida Keys host some of America's most vibrant, colorful and quirky events. the agency plans to capture the excitement and atmosphere of five annual celebrations with a major hospitality event in London for media, tour operators and travel agents. Working jointly with the Keys' U.K. sales team, the agency, on behalf of TDC, intends to host approximately 100 guests in a suitable venue such as the SEA LIFE London Aquarium. During the evening, guests will enjoy a canape menu of iconic "Only in the Keys" cuisine and music inspired by the island chain. Through several interactive experiences, guests will explore the Keys - Chemed venue to discover the destination's most popular annual special events with costumed characters and interactive activities. Guests may also try a traditional Keys activity and learn to "honk a conch," for example. the agency and guests can then record cell -phone videos of the best performances for use on Florida Keys' and their own social media channels with the hashtag #FloridaKeysHonkTheConch. Proposed event elements include: 1. Humphrey Bogart Film Festival — A Bogart look -alike will be secured and a "lights, camera, action" station will be set up complete with a scenic Keys backdrop and clapper board. Guests can channel their inner Hollywood hero or heroine and take a "selfie" with Humphrey. KBC will select the best three photos to pitch to a "Caught on Camera" column in one of the U.K.'s leading travel trade magazines, and guests will be motivated to participate in social media sharing. Bogart's celebrated "Key Largo" film could be played as a backdrop if licensing agreements can be negotiated. 2. Hemingway Days — A Hemingway Look -Alike Contest winner will be flown to the U.K. for this event. The Hemingway celebrity will be positioned in a simple recreation of the author's Key West writing studio and share tales of THE FLORIDA KEYS& KEY WEST ( COMEASYOU AREA K -41 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Hemingway's storied life in Key West or read passages from the author's "To Have and Have Not," set in the southernmost city. 3. Uncorked: The Key Largo & Islamorada Food & Wine Festival — Guests will sample Keys cuisine such as Key lime pie and seafood appetizers, paired with a Key lime mocktail or cocktail. A Keys celebrity chef will be on hand to create a specialty dish, share secrets of cooking iconic Keys foods and distribute recipe cards. 4. Fantasy Fest — A mini Fantasy Fest parade will be created in a colorfully decorated space, reflecting past festival themes such as All Hallows Intergalactic Freak Show and Super Heroes, Villains & Beyond. Agency models will dress as costumed characters, while guests will be gifted with masquerade masks and encouraged to join the procession. 5. Underwater Music Festival — Two costumed divers positioned in an underwater aquarium tank will entertain guests, rocking with musical instruments to spotlight coral reef protection in the Keys. Ocean - Chemed music could be broadcast live during the event and /or through a partnership with a local radio station. After discussions with the TDC's sales team, KBC anticipates that the event can be staged and underwritten in conjunction with sales. KBC proposes holding this major event in March 2018 to achieve a three - tiered goal: drive media interest for late spring or summer travel to the Florida Keys, reach tour operators prior to their key brochure production period that occurs in May and June, and generate excitement about the Florida Keys that lasts beyond fiscal year 2017 -18 and into 2019. Special Project: Laidback Luxury Blogger Campaign With the ever - increasing importance of securing content in the digital space and continued growth of influence of bloggers as new media publishers, a commercial "influencer" campaign is strategically one of the most effective ways to create exclusive Florida Keys content to excite, engage and inspire U.K. and Irish millennials. KBC will partner on a pay -to -play campaign with award - winning luxury travel blog The Travelista, run by millennial writer Jess Gibson. Widely regarded as one of the U.K.'s most influential travel blogs, The Travelista has an affluent global audience with a proven interest in unpretentious luxury travel. Reaching 44,000 monthly users, the blog and its social media channels have become a strongly trusted platform for stylish travel inspiration. Following attendance at a U.K. media lunch in March 2017, Gibson has shown great interest in a collaboration with the Florida Keys to make it one of the first American locations showcased on The Travelista. KBC has negotiated an affordable paid content campaign focused on the theme of laidback luxury. Through high - quality editorial, photographic, social and video content, THE FLORIDA KEYS& KEY WEST ( COAYOU ARC K -42 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB the campaign will distinguish the Keys from mass - market Florida, raise awareness of growth in affordable and laidback yet high -end accommodations, and highlight ease of access to the destination. Gibson has agreed to travel to the Florida Keys with an experienced photographer and spend five days on location undertaking a wide range of activities and capturing striking and stylish imagery of the destination, host hotels and restaurants for use in the final campaign. Proposed content deliverables include: 1. Editorial: Three "Only in the Keys" blog posts hosted on thetravelista.net each containing a link to fla- keys.co.uk Topics will be decided in advance to meet strategic Keys goals. 2. Photography /Videography: Two short diary -style videos, hosted on The Travelista's YouTube channel, plus one 60- second teaser video, to be shared on social media to drive traffic to full Florida Keys videos. Overall, eight minutes of footage will be filmed while on location, and the Keys will receive access to 15 royalty -free high - resolution trip photos for use across social platforms and in future print and digital press activity. 3. Social: Daily Instagram Stories and a minimum of 36 social media posts across Instagram, Twitter and Facebook during and post -trip, to include links to each blog post. The timing of this project is proposed for early to mid - December to allow Gibson to publish her editorial, video and remaining social content at the beginning of the U.K. peak booking season in January. The campaign is to provide clear, inspirational messaging to her audience about the Florida Keys as a year -round destination during the time when they are most likely to book a sunshine holiday. France Implementation KBC will maintain its year -round presence in the French market, with a dedicated in- market affiliate continuing to distribute news releases and generate media interest in the Florida Keys through one -to -one media outreach. For 2017 -18, activity in France will also include a dedicated LGBT outreach project in the form of a partnership with publisher Mister 10. France's LGBT community is fast becoming one of the country's most sought -after travel markets, with Mister 10 a leading voice within this community. A hugely popular free publication distributed in France's 10 largest cities, Mister 10 reaches 300,000 consumers per issue via its print and e- magazines. In addition, it has more than 200,000 visitors to its website. KBC will arrange an LGBT - Chemed editorial piece within Mister 10 and a competition to win a Keys vacation for two. Running over a one -month period, the competition will be THE A KEYS& KEY WEST ( COMEA3YOU ARE' K -43 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB supported with a dedicated Keys e- newsletter to Mister 10's database, enabling the collection of opt -in data for future marketing to LGBT travelers. In addition, a dedicated Florida Keys media dinner will once again be held on the eve of Paris's Top Resa travel exposition in September 2018. Up to four individual Keys media visits, likely divided between French and Italian journalists, will be arranged for these European secondary markets during the upcoming fiscal year. Germany, Austria and Switzerland Implementation Introduction The German - speaking market is wealthy, and consumer spending habits on vacation experiences are expected to increase again in 2018 and beyond. Long -haul travelers plan their individual vacations far in advance and are thorough in their research. An appreciation of quality before price holds true for demanding travelers from Germany, Austria and Switzerland, where the GDP per capita exceeds $46,000 in U.S. dollars and unemployment and inflation rates are steadily decreasing. Many German - speaking vacationers are repeat visitors to favorite destinations, with Florida among the most popular long -haul choices. German travelers love to discover hidden gems, get to know the unknown in comfortably familiar settings and to create once -in -a- lifetime experiences. Repeat travelers also typically spend more vacation time when returning to a destination than on their initial visit. Travelers from the German - speaking market also show great interest in new forms of upscale or even luxury traveling — themed unplugged and unwind breaks, personalized experiences, voluntourism and wellness activities. In -vogue elements for these travelers include ecotourism, sustainability and nature, as well as organic and local food. The Florida Keys & Key West are perfectly suited to fulfill these needs with activities such as experiencing John Pennekamp Coral Reef State Park and Dry Tortugas National Park, learning about unique flora and fauna, visiting the Turtle Hospital and Dolphin Research Center and discovering the omnipresent nature of the Keys' outdoor activities such as stand -up paddleboarding, kayaking and snorkeling. PR strategies in the German - speaking markets will be in line with this concept of individualism, nature and ecotourism, demonstrating that the Florida Keys & Key West offer a new and different kind of vacation — "The Keys Way of Life." Timing is excellent for these efforts, with several new direct nonstop flights from German - speaking Europe to Miami and Fort Lauderdale, the international gateways for the Keys. Also in development are an expanded weekly service on Austrian Airlines from Vienna to Miami, an expanded weekly service with airberlin from both Berlin and Dusseldorf to Miami, and a newly announced Norwegian Airlines connection from Dusseldorf to Fort Lauderdale, slated to begin in 2018. THE FLORIDA KEYS& KEY WEST ( C C E A YC U AREA K -44 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB German affiliate Get It Across (GIA) plans to: 1. Intensify and build upon blogger and influencer relationships that have been established on behalf of the Florida Keys & Key West. Focus also will be on increasing the value of the German Facebook page, developing and furthering engagement with Germany's steadily growing Keys fan base. 2. Develop exposure in the small but growing and prosperous Swiss market with a dedicated media relations effort highlighting Keys offerings for the luxury - loving Swiss traveler. 3. Extend exposure in the Austrian market and intensify collaboration with Austrian journalists from daily newspapers, special interest and glossy magazines, expanding media outreach efforts that began in 2016 -17. PR Campaign Elements Press Releases GIA will continue to distribute two monthly press releases to a broad selection of media outlets and journalists, adapting the releases produced by KBC for the German - speaking market. Furthermore, GIA will develop press releases and pitches in conjunction with the above - mentioned objectives for the German, Austrian and Swiss markets. The Austrian and Swiss markets are very upscale and nature - driven. As an example, a release for the Swiss market could be luxury- based, focusing on a new kind of luxury experience for the traditional high -end, discerning Swiss traveler. A release for Austria could focus on outdoor activities, nature and glamping. GIA's overall goal is to feature key points of the Florida Keys & Key West to increase media presence in A -list, special interest and niche media. Individual and Group Media Visits GIA will secure a minimum of 15 journalists and bloggers to travel to the Keys in 2017- 18. To maximize resources, GIA will strive to arrange two group media tours, with up to five participants each, along with a variety individual press trips to the destination. Attention will focus on traditional and influential national media outlets with significant circulation numbers. Given the particular interest in the Florida Keys among Austrians and the Swiss, GIA will secure Swiss and Austrian journalists to guarantee maximum media exposure in these markets. The overall goal of individual and group press trips will be to produce outstanding and measurable articles, both print and online, and social media coverage of the Keys in German - speaking markets. THE FLORIDA KEYS& KEY WEST ( CC EA3YCU ARE' K -45 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB `The Keys Way of Life' German Group Press Trip — October 2017 The first of GIA's German group press trips will be Chemed "The Keys Way of Life." The trip's objective is to show German media and their audiences a new kind of vacation that highlights individual experiences, once -in -a- lifetime adventures, sustainability and living in harmony with nature. The itinerary will include a mix of outdoor activities such as stand -up paddleboarding, kayaking and snorkeling; voluntourism at the Coral Restoration Foundation; visiting the Turtle Hospital and Dolphin Research Center to showcase efforts made to educate consumers about wildlife; and participating in a new "Seafood Stays" cooking experience in Key West to appreciate nature's culinary gifts. If budgets permit, an excursion to the Dry Tortugas will further spotlight the abundant sealife and birdlife that help make the Florida Keys unique. `Only in The Keys' Austrian & Swiss Group Press Trip — June 2018 GIA plans to oversee a second group press trip to introduce the Florida Keys & Key West to media in Austria and Switzerland. Themed "Only in The Keys," the trip will follow a similar structure to KBC's proposed Irish media trip to present the destination to Austrian and Swiss journalists and their audiences. The authenticity and "Floribbean" atmosphere of the Keys will be emphasized, illustrating how this is reflected in cuisine, waterside dining, the variety of accommodation styles, and the huge choice of adventures both on and in the water. Special Project: `Mapping The Keys' The Florida Keys & Key West's German Facebook page is steadily growing its follower numbers, but engagement is vital in order to convert these fans into a true community of Keys advocates. To stimulate this, GIA will encourage followers to share their thoughts, experiences and recommendations in a project called "Mapping The Keys." Using the free Google tool "My Maps," GIA will create an interactive map of the Florida Keys. On the map, GIA will highlight points of interest such as hidden gems, accommodations, attractions, restaurants and scenic locations, adding relevant imagery, tips and video content for each. The map will then be shared on the German Facebook page, enabling its community to add to it with ideas, locations, tips and photos submitted by followers. This campaign is designed to foster interaction and active participation, and also result in an even closer relationship to the Keys for loyal and valued Facebook fans. Ideally, the German Facebook page will become a platform for exchanging exclusive travel tips and grow into a collection of Keys experiences, providing the most relevant and up -to -date German "insider travel guide" available for the destination. THE FLORIDA KEYS& KEY WEST ( COMASYOU ARC K -46 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Special Project: Blogger Relations 2.0 In the digital sphere, GIA's goal for fiscal year 2017 -18 will be to take relationships with bloggers promoting the Keys in Germany to the next level, highlighting unparalleled aspects of the destination while also leveraging maximum social media coverage. Bloggers visiting the Keys will experience itineraries reflecting "The Keys Way of Life," as outlined previously for the Chemed group media trip. They will immerse themselves in the uniqueness of the island chain, showing their followers the types of activities visitors can experience only in the Florida Keys. GIA's experience has shown that in the German market, a long -term social media partnership with a single very influential travel blogger is often the most successful from both a content and audience standpoint. Therefore, GIA plans to promote fresh content with one of Germany's most influential travel blogs, such as 22places, which attracts 135,000 unique monthly users. The site also has a following of more than 34,000 across its social media channels. GIA envisions a five -day trip to the Keys created for 22places, resulting in an output of five blog posts, 15 Instagram posts, 100 posts for Instagram Stories (live coverage), eight Facebook posts and eight Twitter posts. In addition, to secure new bloggers and further cement existing relationships with bloggers who have already visited or interacted with the Keys, GIA will host a dedicated influencer media event during ITB 2018 in Berlin. ITB is the ideal opportunity since virtually all influential travel journalists and bloggers flock to Berlin to learn more about opportunities for new projects. GIA will host a casual, laidback "Meet the Keys" event with signature Keys canapes and tables representing each of the five districts, illustrating different elements of the destination vacation experience. Special Project: Project Switzerland A record 535,000 Swiss travelers visited the United States in 2015, with tallies from 2016 projected to be even higher. With a population of just over 8 million residents, that means 6.7 percent of the Swiss population visited the U.S. in 2015. According to Visit USA Committee Switzerland, Swiss travelers spend an average of US$390 per day during their time in the United States. The Swiss can afford expensive travel destinations, value quality service in restaurants and hotels, and are willing to pay for a higher level of hospitality. GIA will undertake a concerted effort to impress the Swiss travel and lifestyle media by highlighting the unique appeal of the Florida Keys for discriminating travelers. The mixture of hidden resort gems throughout the island chain, the destination's ultra -fresh seafood, the huge variety of water -based activities and the ever - present laidback "Floribbean" vibe are all expected to resonate strongly in the Swiss market. THE FLORIDA KEYS& KEY WEST ( CCA3YCU ARC K -47 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Outreach will take the form of a two -day mission to Zurich, Switzerland's largest city and media capital, with one -on -one media meetings and an exclusive on- the -water press event at a suitable Lake Zurich venue for invited representatives of national media. Messaging to core travel and lifestyle journalists will include images of the Florida Keys' own unique brand of understated laidback luxury, as well as the destination's wealth of distinctly unique activities and experiences for visitors. Scandinavia Implementation Introduction Public relations programs for the Florida Keys & Key West in the Nordic region have been based in Sweden since 2014, with a strong secondary focus on Norway and limited additional work in Denmark. With the Norwegian outbound travel market buoyant and showing strong growth, while Sweden and Denmark remain relatively flat, KBC has made a strategic decision to focus Scandinavian activity and resources solely on Norway for 2017 -18. KBC believes a specialist Norwegian affiliate will be best - placed to develop interest in the Keys from the mainstream media in Oslo and beyond, while also engaging with Norway's fast - growing millennial audience via digital influencers. To be appointed and in place for the start of the new fiscal year, the Norwegian affiliate will take charge of Keys news distribution in Norway, manage a dedicated media visit program and provide PR support at the Oslo trade show Reiselivsmessen. The Norway -based affiliate will: 1. Concentrate Scandinavian activity on Norway, the market showing the strongest growth in visits to the Keys. 2. Create a robust presence for the Florida Keys & Key West in the Norwegian mainstream media, highlighting traditional Nordic themes that include activity, warm weather and a unique culture. 3. Harness the power of Norway's digital influencers to attract millennial travelers to the Keys. 4. Build the profile and appeal of the Florida Keys & Key West with Norway's growing LGBT market. THE FLORIDA S KEY WEST ( C O M S YO U ARC K -48 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB PR Campaign Elements Press Releases Two press releases per month will be distributed to the Norwegian media. Whenever appropriate, these will be based on releases received from KBC with translated Norwegian content, subject to adaptation based on market requirements. The Norwegian affiliate will also develop dedicated stories and pitch angles for local media when circumstances indicate that this approach is best to generate destination interest. Media Visits With a minimum target of seven media visits to the Keys during the coming fiscal year, the Norwegian affiliate will target top -level national outlets such as Aftonbladet, Adresseavisen and Bergens Tidende. Special attention will also be paid to broadcast opportunities, with proactive approaches made to public broadcaster NRK and commercial stations TV2 and TVNorge. Previous experience suggests the focus should be on individual visits rather than a group trip to the destination, since mainstream Norwegian journalists and editors are passionate about developing their own unique stories. While the Keys' weather, water -based activities and laidback lifestyle provide abundant story angles, the Norwegian affiliate will develop Chemed approaches based on Keys cuisine, outdoor adventure, relaxation and nature since these concepts resonate strongly throughout the Nordic region. Trade Fair Support The Keys sales team will be supported by PR presence and activity at Norway's premier travel fair, Reiselivsmessen, to be held Jan. 12 -14, 2018, in Oslo. The Norwegian affiliate will compile press kits for attending journalists, and will be based at the Keys booth to oversee all media interest. As in recent years, Reiseliv will be an ideal opportunity to host a Florida Keys Showcase Dinner for attending media. Up to six travel and lifestyle journalists will be invited to the event, held on the eve of Reiseliv, to learn about the destination and to meet with a representative of the Keys' international sales team. A Keys- inspired menu will be designed to whet appetites for a future visit to the island chain. Special Project: The Ultimate U.S. Road Trip Adventure, exotic nature and above all sunshine are vital ingredients for Scandinavian travelers, while a U.S. road trip is viewed as a romantic proposition that often appears on consumers' travel bucket lists. THE FLORIDA KEYS& KEY WEST ( COASYOU ARC K -49 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB KBC's Norwegian affiliate will organize the ultimate U.S. road trip down the Florida Keys Overseas Highway for three hand - picked influencers with strong followings in Norway. The three influencers will explore the Keys in a convertible, providing the opportunity to generate highly visual content that is appropriate for Facebook and Instagram. The Overseas Highway creates an iconic identity that will resonate with Norwegian audiences. Along the way, the three influencers will interact with followers via their social media channels, conveying the excitement of freewheeling through the Florida Keys. Under consideration for this project are Mette Solberg Fjeldheim, winner of the inaugural Norwegian Travel Blogger of the Year at Reiselivsmessen in January 2017 for her Reiselykke blog, as well as Renate Sandvik of RenatesReiser, Ingeborg Lindseth of Hamacareise and Ann Mari Gregersen of Alltid Reiseglad. Special Project: Oslo Pride First established in 1982 as Gay Days, Oslo Pride is Norway's largest festival for the LGBT community, with more than 150 events including concerts, art exhibits, shows, film screenings and political debates. The show is held annually in June and the Pride Park festival area in the city center is free to enter. Like Key West Pride, Oslo Pride's aim is to celebrate and expand the visibility of LGBT culture to increase acceptance and respect for diversity. The annual event also is a focal point for Norway's dedicated LGBT media and attracts attention from wider lifestyle media and broadcast outlets. KBC's Norwegian affiliate will attend Oslo Pride 2018 as part of an effort to grow knowledge and appreciation of the Florida Keys & Key West among the country's LGBT community. Meeting with a range of media representatives, the affiliate will aim to secure up to three dedicated visits to the Keys for top -level LGBT journalists, highlighting Key West's "One Human Family" principle and the welcoming atmosphere in the destination. A targeted Norwegian LGBT press kit will be developed and made available to attending journalists at the Oslo Pride press center. The affiliate also will investigate opportunities to partner with specialist LGBT- friendly tour operators to offer competition prizes and further outreach on the Keys' behalf. Other Emerging Markets As well as the outreach to China previously outlined, NewmanPR will monitor the potentially viable Japanese market and other emerging markets as identified by TDC research and objectives. Efforts will include gathering pertinent information and seeking cost - effective opportunities to develop PR activity and editorial coverage as airlift, demand and other pivotal elements dictate. THE FLORIDA KEYS& KEY WEST ( COMEA YOU AREA K -50 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB JDX !,bLf sobypobrtNbs1 f Lgrbdf ! The agency will provide on -site PR support for the Keys' sales team at the U.S. Travel Association's 2018 IPW, to be held May 19 -23 in Denver, Colorado. The travel industry's premier international marketplace, IPW is the largest generator of Visit USA travel. The show attracts nearly 500 international travel press representatives from more than 70 countries. As in past years, NewmanPR will promote all aspects of the destination to attendees across the media spectrum. Measurability NewmanPR contracts with print, broadcast and social media analytical services that monitor public relations efforts. The agency frequently presents results at TDC meetings to provide a Return on Investment understanding of the PR program. In addition, the agency frequently provides 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. THE FLORIDA KEYS& KEY WEST ( CCA3YCU ARC K -51 MO ROE COUNTY TOURIST DEVELOPMENT OU IL 2017 -2018 MARKETING FLAB Public Relations Expense Budget for Fiscal Year 2017 -18 Domestjd PR Expenses U.S. Press /Blogger trips expenses (Individual and Group) ........ ............................... $60,000 Only in the Keys /Video of the Week Production ................... ............................... $30,000 Domestic media conferences and development ................... ............................... $10,000 Domestic - sponsored bloggers' fees ..................................... ............................... $20,000 Flavor of the Keys Television Show .................................... ............................... $50,000 WPBT Art Loft ................................................................... ............................... $19,000 Broadcast television show production support .................... ............................... $30,000 AtlantaPR project ............................................................... ............................... $40,000 FacebookLive ..................................................................... ............................... $15,000 Special events support ...................................................... ............................... $40,000 Domestic distribution (online press room monthly fee, newswires, etc.) .............. $6,000 Additional generic video /still photo acquisition .................... ............................... $10,000 Spot news coverage ............................................................ ............................... $32,000 Keys Traveler Magazines (production and printing) ............ ............................... $10,000 LGBT market PR stringer ................................................... ............................... $30,000 StringerExpenses ................................................................. ............................... $5,000 AmEurop Visitor Assistance Program (comes from PR budget) ........................ $20,000 WebsiteEditor ................................................................... ............................... $48,500 Resources........................................................................... ............................... $33,000 Subtotalfor U. S ................................................................ ............................... $508,500 UK/European PR Expenses UK/European annual sub - agency fee (service contract) ... ............................... $267,000 UK Fantasy Fest, Hemingway & Bogart in London Event (Shared with Sales) .. $16,000 UK Laidback Luxury Blogger Campaign ............................... ............................... $6,500 Germany Project Switzerland ................................................. ............................... $4,000 Germany Blogger Relations 2.0 ........................................... ............................... $10,000 Nordic Ultimate U.S. Roadtrip Project ................................... ............................... $9,000 Nordic Reiseliv Oslo Keys Showcase Dinner ............................... .........................$2,000 Nordic LGBT Oslo Pride Event ............................................. ............................... $5,000 FranceTop Resa ................................................................... ............................... $1,500 France LGBT Mister 10 Partnership ....................................... ............................... $4,000 UK/Europe Press Visit Expenses .............................................. ............................... $50,000 Resources........................................................................... ............................... $10,000 Subtotal for UK/ Euro ................................. ............................... .......................$385,000 China Public Relations /Social Media Development/Web Localization ....... $100,000 News /social media monitoring services (evaluation process) ..................... $10,000 Total PR Expense Budget for FY 2017- 18 ................. ............................... .....................$1,150,000 THE FLORIDA KEYS& KEY WEST ( COMEA3YOU ARE' K -52 M 0 Cn 0 0 if M Cn 0 i CS W The calendar is e blueprint for anticipated PR activity for the foscal year. it should also be rooted that not every PR activity or press release is included in rhos calendar. For example.. each rr nth the agency produces the Keys Traveler eNews. hvo LGST Moos and Four roamstrearn blogs, in addition to creatohg social media channels content on a contorsuous basis. Special Events Listed gill Require PR fun6ng from event or district C= Cultural Umbrella D= Dive Umbrella, F= Fishing Umbrella K 0 z 0 M 0 0 Cz z °--i 0 Cz �7 P 0 z 0 Cz z I°J PQ S2 OD z U� z M . TUMO U r OCTOBER 2D17 GENERAL PR EFFORTS 'SPECIAL EVENT'S PR EFFORTS Media Media Media Special Special PR PR Advancer Press Publicity Photos Spd Dietrictl Support Research develop Project Interest Rep. Report Wrap Kitf Photos andlor CweragOR Umbrella Fam Mission. '.. Project Present Release Packet Video exults TDC Regular Meetin DAC Regular Meetings DOMESTIC 2018 Keys Fishing ALUF Tournament Schedule Halloween Roundup ALL Video of the Week. ALL Ke Traveler Mao azine ALL "Renewing Romance • ALL Cam a.i /ContestSetu INTERNATIONAL UKlEuro e Releases • ALL German 'Keys Way of • • • ALL Life." Press Tri 2 Canadian Weather • ALL Network' Lire on Location' Takeover Cross - Ontario Media ALL Breakfasts and Meetings Canadian E release ALL EVENTS Southernmost Marathon I Goombay Festival llc Humphrey Bogart Film • Vic Festival UfW Pum kin Carvin • • V.... Fanta.s.. Fest llll. Halloween Half - Marathon • I. and 5k Run SUP Invitational I Key Largo Songfest V ... Stone Crab Season • III, All Opener Isla Fall All Tackle Eons. '.. ° IVIF fish S Permit Cham Mad Clog Mandich Fishing IVIF Classic Ba ybone Tournament IVIF The calendar is e blueprint for anticipated PR activity for the foscal year. it should also be rooted that not every PR activity or press release is included in rhos calendar. For example.. each rr nth the agency produces the Keys Traveler eNews. hvo LGST Moos and Four roamstrearn blogs, in addition to creatohg social media channels content on a contorsuous basis. Special Events Listed gill Require PR fun6ng from event or district C= Cultural Umbrella D= Dive Umbrella, F= Fishing Umbrella K 0 z 0 M 0 0 Cz z °--i 0 Cz �7 P 0 z 0 Cz z I°J PQ S2 OD z U� z M . TUMO U r M 0 Cn M 0 if M Cn 0 I Special Events Listed WN Require PR funding from event or district C= Cultural Umbrella D® Dive Umbrella, F= Flshmg Umbrella K 0 z 0 M 0 0 Cz z °--i °--i 0 Cz �7 P 0 z 0 Cz z I`a1 PQ S2 OD z z Attachment: 2017 - 2018 Marketing Plan (FY 2017/2018 Marketing Plan) JV0 VEMBER 2D,1'7 GENERAL FR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media Media Special Special PR PR Advance/ Press Kt1 Publicity Photos mot District! Support Research Develop. Project Interest Rep. Report Wrap Packet Photos and/or Video Ctwe Umbrella. Fam Mission Pro ect Present Release '.., Results TDC Re ular Mastro DAC Regular Meet n s DOMESTIC What's New Winter ALL 2017 -18 Seat Parades Release » ALL Holida Round'u ALL New Year's Eve Events ALL Roundu 2018 Event Calendar • - ALL Video of the Week • ALL "Flavors of the Keys" • ALL Web Section Creation. ..Flavors of the Keys' • ALL Release Series INTERNATIONAL World Travel Market ALL UKIEuroe Releases ALL Canadian E•release ALL Toronto Influencer • • • • ALL Scaven er Hunt What's New Winter ALL 2017 -18 UK Irish Press Trip ALL German "Mapping the ALL Keys" Project Launch. EVENTS Key Lar o Srrd e Run V South Fla Symphony - I/C Season Release Key West World . . . . . I. Powerboat Races Parrot Heads Conv. I Int'I Sand Art Comp. I/C I Love Stock Island IIIC Festival _�. _.. Ke.. West Film I/C Sig PinelLower Keys II Island Art Festival Taste of the Islands [II Ladies Lets Go IVIF Fishing! Seminar Cheeca All-American - IVIF f3ackcountr T ° ment Sugarloaf ShoMown I11F Redbone Tournament - • IVIF Special Events Listed WN Require PR funding from event or district C= Cultural Umbrella D® Dive Umbrella, F= Flshmg Umbrella K 0 z 0 M 0 0 Cz z °--i °--i 0 Cz �7 P 0 z 0 Cz z I`a1 PQ S2 OD z z Attachment: 2017 - 2018 Marketing Plan (FY 2017/2018 Marketing Plan) M 0 Cn M 0 if M Cn 0 i Cs Cs SgecIa1 Events listed WN Require PR fun6ncg from event or district C= Cultural Umbrella D= Dive Umbrella, F= Fish rg Umbrella K 0 z 0 M 0 0 Cz z ---fi 0 Cz P 0 M z 0 Cz z e� PQ S2 OD z z Attachment: 2017 - 2018 Marketing Plan (FY 2017/2018 Marketing Plan) DECEMBER 2D17 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media.. Media Special Special PR PR Advance! Press Kitt Publicity Photos spot DN.tricf/ Support Research Develop. Project Interest Rep Report Wrap Packet Photos and/or Crverege! '., Umbrella Fain Mission Project Present Release Video Results TDC Re ular Meetin DAG Regular Meetings DOMESTIC Video of the Week. ALL "Flavors of the Keys` ALL Press Tri "Flavors of the Keys" F ALL Live or KV Live Video Production. "Flavors of the Keys' TV • ALL Show Develo meat INTERNATIONAL. 2018 Calendar of Events ALL U.K /Europe Releases • ALL Canadian E- release ALL Ca.nadia.n. Social Media. • ALL Press Tn UK Laidback Luxury" ALL Blogger Campaign Norway U.S. Road Trip' ALL Influencer VisC EVENTS Lghted Boat Parades • ALL Key West Triathlon • I. Key West Holiday Fast I/C New Years Celebrations ALL KW Dachshund Walk I P1 Aqua X KW I Chain ionshi New Year's Eve Shoe • • I Dro Islamorada Half IV Marathon Fla.. Ke Holiday IV Retros ectacular Be ins I/C Key West Holiday Fest I/C and Inn Tours Islamorada Junior Sailfish • IVIF Tournament Islamorada Sailfish • IVIF Tournament SgecIa1 Events listed WN Require PR fun6ncg from event or district C= Cultural Umbrella D= Dive Umbrella, F= Fish rg Umbrella K 0 z 0 M 0 0 Cz z ---fi 0 Cz P 0 M z 0 Cz z e� PQ S2 OD z z Attachment: 2017 - 2018 Marketing Plan (FY 2017/2018 Marketing Plan) M 0 Cn M 0 if M Cn 0 Cs JANUARY 2018 Media Support GENERAL FIR EFFORTS Media Media Special Special Research Develop. Project Interest Farn Mission Project FIR FIR Rep, Report Present Advance? Wrap Release SPECIAL EVENTS FIR EFFORTS Press KN Publicity Photos Spot Packet Photos and/or Video Coverage, Results Ditrictf Umbrella TDC Regular Meeting DAC Regular Meetings DOMESTIC Huddle - Florida Video of the Week INTERNATIONAL ALL French Mister 10 LGIBT Promotion ALL Oslo Showcase Dinner ALL NorvQy Reiseliv Show ALL Canadian "Conch Your Way to the Keys" Project ALL UKiEuroee Releases ALL Canadian E-release ALL EVENTS OIRF House Tours Orange Bowl Swimming Classic • V Brew on the Ba V Pops in the Park Concert Series IVIC Uncorked — Key Largo & Islamorada Food & Wine IVIV Fla. Keys Celtic Fest 1111C Bayg rass Bluegrass Fest IVIC Art Under er the Oaks IV Key West Half Marathon I Big Pine Nautical Flea Market • 11 Key West Literary Sem. I/C Kell y_McGillis Classic I Islamorada Women s Sailfish Tournament VfF KeX West Craft Show 11C Master Chefs Classic • I/C Fla, Keys Seafood Felt KW Food & Wine Festival I I Paradise Paint Out ALLIC Cheeca Presidential Sailfish Tournament iVfF Key Largo Sailfish Challenge VIF KW Kin fish Mayhem • 1117 Key West Fishing Tournament Begins IIF Sp rat Events Listed W)i` Require PR fun6ng frorn event or district C= Cultural Umbrella, D® Dive Umbrella, F= Fishirg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ C) OD z z M 0 Cn M 0 if M Cn 0 Cs Speciat' Events Listed W)# Require PR fun6ng from event or district C= Cultural Umbrella, D® Dive Umbrella, F= FishjFg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ S2 OD z z FEBRUARY 2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media. Sp e cial Special PR PR Advancef Press Kit/ Publicity Photos Spot DistricU � Research Support esearch D De ,.i P ro j e ct interest Rep, Report Wrap Packet Photos andlor CaaeIage�' Umbrella Fam Mission Project Present Release Video Results TDC Regular Meeting t t DAC Regular Meetings DOMESTIC Video of the Week ALL Cultural E-news Issue • ALL/C Miami Boat Show ALUF Photo Adventure Romance ALL Gallery Expansion "Renewing Romance" ALL VOW Production "Only in the Keys" Social ALUF Fishin Contests Launch Atlanta Key Lime Pie ALL Promotion INTERNATIONAL UKiEuroee Release-. ALL Canadian E-release ALL "Project &vitzerlamd' ALL Media Mission and Event EVENTS P eon Key Art Festival Illic Saltwater Sportsman Nati. IVIF Seminar Series Taste Around the World V Presidential Descendents I Win r S a"P Pa L Il - Id I F, Fest L IF t Cuda Bovyl I I I Speciat' Events Listed W)# Require PR fun6ng from event or district C= Cultural Umbrella, D® Dive Umbrella, F= FishjFg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ S2 OD z z M 0 Cn M 0 if M Cn 0 A MARCH 2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media Media I Special Special PR PR Advance] Press KV Publicity Photos Sw District) Support Research Develop. Project Interest Rep. Report wrap Packet Photos and/or Coverage) Umbrella Fam Mission I Project Present Release- Video Results TDC Regular Meeting t DAC Regular Meetings DOMESTIC What's New Spring 2018 ALL Video of the Week ALL Romance Web Expansion ALL INTERNATIONAL ITB Berlin wl Dedicated ALL Blogger Event What's News rin 2018 ALL UKJEu rope Releases ALL Canadian E-release ALL EVENTS Sombrero Beach Run III Conch Shell Slowing I/C Contest Fla. Ken Island Fest IV Impromptu Classical I/C Concerts; Bernstein Morada Way Seafood & IVIC Art Fest FAVOR Outdoor Fest ALL Tennessee Williams I/C Birthday Celebration Marathon Seafood Fest III Jimmy Johnson "s National VIF Billfish Championship March Merkin Tourn IFF Jim Solkor Isla morada All- IV/F Tackle Bonefish & Redfish Shootowt Outdoor Channel Shark I/F TowmeX Speciai` Events Listed Mit Require PR fun6ng from event or district C= Ckiltural Umbrella, D= Dive Umbrella, F= Fishmg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ S2 OD z z M 0 Cn M 0 if M Cn 0 I Speciai` Events Listed Mit Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishirg Umbrella APRIL 2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media Media I Special Special PR Reg. FIR Advance? Press KV Publicity Photos Sw District) Support Research Develop. Project Interest Present Report Wrap Packet Photos andlor Co ragef Umbrella Farn Mission I PLoject I Release Video Results TDC Regular Meeting t t DAC Regular Meetings DOMESTIC "Only in the Keys' Mini. ALL Video Production "Only in the Keys' Release ALL and Blog Production Video of the Week ALL "Only in the Keys' dive ALUD Influencer Visit/CamE2iQn Florida Insider Fishing • ALUF Reports Begin (thru MO) INTERNATIONAL U KJ Euro Ee Releases • ALL UK KM Festivals Event ALL UK "Land, Sea & Air' ALL Press Trip Canadian E-release- ALL Canadian Group Fam Trip • ALL EVENTS Uf'vV Easter Egg Hunt V E a rth Day Events Release ALL Afro Roots World Music • I, IV, VT Festival Series Begins Taste of Key West I Key West Botanical I/C G arde n Event s ev en 11. Run� III Cow KeK Bride Run I Bay Jam V' Conch Republic I IndeLenclence Celebration JV1 Trum 9 o sium /C I Speciai` Events Listed Mit Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishirg Umbrella M 0 Cn M 0 if M Cn 0 • Speciai` Events Listed W)# Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishmg Umbrella MA Y 20fS GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Me dia. 0 tyledia I Special Sp R PR Advancel ProssKitf Publicity Photos spot District! S, pport R Modia esearch Develop. Project 6 P lnt� 3,.1 R Report Wrap Packet Photos and /or Coverage, Umbrella Farn Mission Project Present Release Video Results TDC Regular Meeting t DAC Regular Meetings DOMESTIC Update Hurricane Plan ALL Hurricane Preparedness ALL Indust=orkshoe "Only in the Keys'E-nevSs ALL Issue "Only in the Keys' Press ALL Trip Video of the Week ALL "Only in the Keys' Artist ALL/C Social Media Post Series IPW (POWWOV4 • ALL INTERNATIONAL UKiEuroEe Releases_ ALL German Grou2 Press Trip • ALL German "Blogger 2.0" ALL Influencer Visit Canadian E-release ALL EVENTS Battle in the Bay Dragon III Seat Festival KW Songwriters Festival I/C KW Paddleboard Classk I Key Largo's Original Music Vic Festival Minimal Re ..... I Keystock Music Festival 1/11 KW Co Ed Mahi Masters 1. II/F Tarpon ia n III/F Marathon Offshore Bull III/F and CowTournament Golden F� Tar on 7ment IVIF Nick Sheahan Dolphin VIF Rodeo J Speciai` Events Listed W)# Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishmg Umbrella M 0 Cn I 0 0 if M Cn 0 I CelebrL Dolphin Tournament Speciai` Events Listed Mit Require PR fun6ng from event or district C= CkAtural Umbrella, D= Dive Umbrella, F= Fishirg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z C) PQ S2 OD z z J JUNE 2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media I'ledi. Media spe.121 S,% R Rep. PR Advance) Press Kitf Publicity Photos spot District) Support Research I pro Dewbp, ject In 'e o :I ' Present I Report Wrap Packet Photos andlor cover3gel Umbrella Fam Mission Project Release Video Results TDC Regular Meeting DAC Regular Meetings DOMESTIC Whats New Summer 2018 • .... ALL Video of the Week ALL Media Visits math Emergency ALL Ma ement Renewng Romano e" ALL Visit - Influencer LGBT "Keys Traveler' Prod. ALL INTERNATIONAL UKfEurope Release ALL Canadian E-release ALL What New Summer 2018 ALL Canadian TMAC Ma rket lace ALL Nory oy Oslo Pride Project ALL EVENTS Key West Pride I FKCC SWm Around Key West • Mxste,!x Writers KW Fest 11C Africana Festival I/C Dive Into HistoryllmmeTse IV Yow rseff Lectures Florida Keys Guitar Fest IVIIIIII/C Big Pine & Lower Keys I IfF Dolehin Tournament Skippers Dolphin Tourney • VIF UM Sports Hall of Fame IVIF CelebrL Dolphin Tournament Speciai` Events Listed Mit Require PR fun6ng from event or district C= CkAtural Umbrella, D= Dive Umbrella, F= Fishirg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z C) PQ S2 OD z z J M 0 Cn I 0 0 if M Cn 0 I Tournament Speciat' Events Listed Mit Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishmg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ S2 OD z z JULY2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media Media Special Special PR FIR Advance/ Press Kit/ Publicity Photos Spot District! Support Research Develo Proj ect � Interest Rep, Report � Wrap Packet Photos andlor CaaeIage�' Umbrella Farn Mission Project Present Release Video Results TDC Regular Meetna t t DAC Regular Meetings DOMESTIC Video of the Week ALL LGBT Group Press Trip ALL Facelbook Live 5-Day 5- ALL District Campaign INTERNATIONAL UKJEurope Releases ALL Canadian E-release ALL EVENTS Underwater Music Festival II/C July A Events Roundup ALL Mel Fisher Da s I Ke Lime Festiva[ I Hernin2wayDays I/C Hemingway 5k Run and I Paddleboard Race Key West Marlin T'ment IIF Marathon Marlin Tment 11111 Del Brown Permit T'ment • I/F Islarnoraca, Summer VIF Classic Islarnorada Fly Dolphin V/F Tournament Speciat' Events Listed Mit Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishmg Umbrella K 0 z X 0 M 0 0 Cz z ---i ---i 0 Cz PO 0 M z 0 Cz z PQ S2 OD z z M 0 Cn M 0 if M Cn 0 I AUASUST2018 Media Support GENERAL Media. Research Fam PR EFFORTS Media. D Develop Mission � l FIR Spec Special ct Interest Rep. Project Present FIR Report SPECIAL EVENTS PR EFFORTS Advance) Press Publicity Phobas Wrap KiV Photos andlor Release Packet Video Spot Districtl Sp Coverage! Um Umbrella Results TDC Regular Meeting DAC Regular Meetings DOMESTIC 2019 Florida Keys Fishing ': Tournament Calendar ease in Octl_ ALLIF "Keys Traveler" Magazine ALL Video of the Week ALL INTERNATIONAL UK)Europe Releases ALL Canadian E-release ALL EVENTS Coral Reef Seawnino ALL Islamorada Grand Prix IV Key West Lobsterfest I Tropical Heat I Speciai` Events Listed W)# Require PR fun6ng from event or district C= Cultural Umbrella, D® Dive Umbrella, F= Fishing Umbrella K 0 Z X 0 M 0 0 CZ Z ---i ---i 0 CZ PO 0 M Z 0 CZ Z PQ S2 OD Z Z M 0 Cn M 0 if M Cn 0 I Speciai` Events Listed Mir Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella SEPTEMBER 2018 GENERAL PR EFFORTS SPECIAL EVENTS PR EFFORTS Media Media Media Special Special PR PR Advance/ Press Kitt Publicity Photos Spct District' Support Research Develop, Project Interest Rep. Report Wrap Packet Photos and /or Co�rage.' U Fam Mission Project Present Release Video Results TDC Regular Meeting 1 6 — AC Regular Meetings DOMESTIC NLGJAConvention ALL What's New Fall 2018 ALL Keys Traveler Magazine ALL Video of the Week ALL INTERNATIONAL Top Resa & Media Dinner ALL UKJEurope Releases ALL WTM Trade Press Re]. ALL What's New Fa 2013 ALL Canadian E-release ALL EVENTS Wornenfest I REEF Fest WIV REEF Lionfish Derby • V Conch Sriarnible III Heroes Salute Weekend III &Nim for Alligator Light I V Wine Dine Islamorada • I V Wine Dine Key West Key West Btev%fest I J11F Robert James Sales • SLAM Tournament Speciai` Events Listed Mir Require PR fun6ng from event or district C= Cultural Umbrella, D= Dive Umbrella, F= Fishing Umbrella D.7.a Packet Pg. 753 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN L. FLORIDA KEYS and KEY WEST FILM COMMISSION The purpose of the Keys Film Commission is to bring awareness of our location to the entertainment and commercial industry. The Film Commission provides assistance and support to productions shooting in the Florida 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. The film commision will serve as liaison with local, state and federal departments and organizations as needed to impliment filming in a safe, legal and efficient manner. Objectives 1. Create economic impact by promoting The Florida Keys nationally and internationally as a filming destination. 2. Develop an expanded crew base for film crews to utilize. 3. Provide story ideas, information about the Islands, historical information, events and news items from the past, information about the waters, reef and fisheries. 4. Build an educated community and community awareness of the rewards and issues in the recruitment of the film industry. 5. Create a film friendly, ease of use environment in working with Monroe County residents, local and state departments. Goals 1. Develop new locations content for website 2. Develop a new session for the practical film workshop in the Keys 3. Develop a series of informational meetings throughout the Keys on possible incentives for the Film industry THE FLORIDA WEST ( CCM YO ARC L -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Implementation Film Florida Film Florida is an organization that was founded to promote Florida as a film destination. Made up of State film commissioners, labor unions, individuals and businesses catering to the film, television and print industry. Our presence will continue with Film Florida in 2017 - 2018. Our film office in conjunction with Film Florida will organize marketing missions to Los Angeles and New York domestically. We are looking at new possibilities for marketing in Europe Website The Production Guide is in digital format incorporated into the website. The Florida Keys & Key West Film Office with FlaKeys.com updates the website during the year with new and current information. www.filmkeys.com When Film Florida has a marketing event, we upload photos to a site created specifically for that event. The site is then linked to all participating Film Florida members' websites, which creates awareness of our specific locales as well as incentives available through the state film office. We are on line with the Locations Guide, an international site, as well as purchasing ad space in their handbook. Develop New Locations Content for website The location library is a tool we use to draw from when clients ask for photos of specific locations or when we want to pitch our location to a project. As of late, the film office has been going out to take current photos of locations as needed for clients. However, its at the point where, over time, things change and need updating. We intend to hire a location manager or scout who can not only take photos but catologe them into current formats and files which will also then be uploaded to our website and the State locations website. This is a process that will take a couple of months to complete. Develop A New Session For The Practical Film Workshop In The Keys The Film Office will continue the workshop series bringing professionals in to provide a teaching experience to locals. We would like to create a two day seminar in the middle Keys making it easier for interested people to attend from both the upper and lower Keys. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA L -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Develop A Series Of Informational Meetings Throughout The Keys On possible Incentives for film industry According to federal data, Florida has over 26,000 people working in the film industry at an annual average salary of 78,866 dollars (which does not include high paying digital media jobs). We want to keep film and digital production coming to the Keys. We want to keep our people working. As the State legislature voted to not fund the entertainment incentive program we are looking for creative ways to offer productions an incentive. The Florida Office of Film & Entertainment (OFE) offers a point -of -sale Sales Tax Exemption to qualified production companies producing content in Florida. Hoteliers, Chambers, people who work with and for the film industry in the Keys, can educate productions directly on what we have available to them in the Keys. We are also losing productions to other areas of the State to other states and countries who offer incentives. We would like to educate our local base as to what the industry means to the Keys. We want people to be proactive with legislators so they are aware we support the program and why. 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. You must be present to win is the engine that makes trade shows and events work. The opportunity to speak directly with producers and directors, whether they currently have a project or may have a future project, it helps to put a face with a place. An ad, as professional and beautiful as it may be, can not take the place of a one on one conversation. Attendance at the following trade shows is proposed for fiscal year 2017 - 2018. 1. Produced By - This trade show provides an opportunity to approach heads of production, producers and directors in addition to some very interesting seminars. Film Florida produces the Florida Natives event during Produced By. The attendees include those you are from Florida, attended Florida schools, worked in Florida or wish to work in Florida. This event provides the film commissioners to speak with potential clients and enables us to introduce those clients to Floridians who work in the industry and give them an opportunity to connect for job opportunies. 2. Film Florida Quarterly Meetings —These meetings are an opportunity where the various councils meet along with the Executive Board meeting. Legislative, marketing, trade shows, and advertising missions are discussed, and voted on as to the best way to proceed growing our industry in the State and to provide the best methods to maintain our industry. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA L -3 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 3. New York Mission - We also plan to partner with Film Florida to participate in TriBeCa Film Festival and produce our Apples and Oranges event. An event at a venue outside the festival where invited producers, directors and above the line are invited. Especially targeting those who either grew up in or were educated in Florida, making sure we are in their minds for filming. 4. Film Festivals and Sales Missions - Regional film offices are considering opportunities to partner with the State Film Office and Film Florida, along with production and distribution companies to bring awareness of Florida as a film destination. Targeted attendees are producers, directors and executives in the film and advertising industries. 5. SXSW (south by southwest) — This is a film, music and interactive media trade show held each year in March. This is a great opportunity to meet the directors and producers of many films that premier at this highly competitive festival which encompasses interactive, film and music. We also help promote any Florida films, documentaries or music at the festival. 6. FOCUS — 2017 will be the third year of the FOCUS show in London targeting location managers, producers and directors in the UK. This show was been successful the last two years with quality film makers attending the trade show and events. They provide excellent seminars and the clientele attending were top notch location managers and producers. The Florida Keys see a lot of production from the UK in the form of travel shows and docu dramas. We have been in discussions with the organizers of possibly sponsoring a panel session and sitting on that discussion panel. 7. Toronto International Film Festival or TIFF - is a premiere film festival where, as members of Film Florida, we will coordinate a marketing event during this festival targeting film makers and supporting any Florida entrees in the festival. This festival brings the producers, directors and cast both for premiere screenings with opportunites for Q & A at the end of the features as well as producers and directors looking for new production opportunities. THE FLORIDA KEYS& KEY WEST ( C OME A YOl AREA L -4 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 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 Commissioner 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 Commissioner 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, video 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 Commissioner intends to facilitate a successful experience for the production company, local crew and businesses. Public Relations Opportunities The Film Commissioner 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 as allowed by the production. Advertising Opportunities The film office works with Tinsley Advertising to produce quality ads to promote the Florida Keys as a film destination. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA L -5 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Measurability 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 will submit a report at the end of the year on measuring the extent to which our marketing goals have been met. A year -end economic impact report, based on numbers from the production companies, will be submitted to the TDC. This includes revenue generated in county, room nights booked, production days and locals hired. THE FLORIDA KEYS& KEY WEST ( COM ASYO ARC L -6 Travel Expenses Air Fare, Lodging, Meals, In- county mileage $ 20,000 Dues and Fees Association of Film Commissioners International Film Florida $ 9,500 Communications postage, office phone, FAX, fed ex/ ups, cell phone, 800 incoming calls, data plans $ 1,127 Support materials photos, office supplies, promotional materials vehicle rentals - boat /helicopter and auto rental for location scouts and escorting location shoots $ 20,000 Production of industry support material Florida Keys & Key West website maintenance, database and mail support $ 9,000 Support equipment computer programs, camera, etc. $ 7,000 E & P for Production Executives $ 3,000 Student intern /location photographer, professional industry services Industry professionals travel expenses $ 10,000 Advertising $ 88,337 Resources $ 2,007 Total $199,971 IFLCRI A KEYS& KEY WEST ( CCMA3Cl ARC L -7 D.7.a RESEARCH a a� a� L C � C co r O N I r O N LL The FloriddKeys ai d I& Key est �. come dS you are as ov \5 \ate Ma Key West Big Pine Key & The Lower Keys Packet Pg. 761 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN M. Market Research In the simplest terms, marketing research tells us where we are going, how to get there and how to know we've successfully arrived. An effectual marketing research program transforms a multitude of data gathered from wide - ranging sources into clear, insightful analysis that generates actionable marketing strategies. Such a program delivers a competitive advantage to the destination. Marketing Research also instills the voice of our customer into the marketing process. By engaging our potential and actual visitors through research, we gain insight into their behavior and travel motivators. Through careful analysis of potential and actual visitor data, we can identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target markets. 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 our overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of actual visitors to the Florida Keys & Key West, as well as potential visitors. 3. To continuously gather and track data in order to inform the development and execution of the marketing plan, and any ad -hoc shifts in marketing strategy (e.g. tropical cyclones, economic downturn, environmental crisis, etc.). 5. To coordinate with other staff departments, the agencies, and the public and private sectors, in the provision and use of applied, actionable research; to inform the destination marketing decision making processes and measure effectiveness. 6. To identify insightful, timely, cost - efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators and interpret the overall trends in the context of our destination. 7. To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. THE FLORIDA KEYS& KEY WEST ( CCM ASYO ARC M -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN GOALS: The 2017 -2018 goals of the Market Research program are: 1. Develop an accommodation study on vacation rentals. 2. Develop a drive market study. 3. Develop an international market report on Ireland. 4. Expand the data of the current Visitor Profile Study. 5. Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations, internet and film. Research Methods Every research study begins with the formation of a question; what do we need to know? Once this has been established, the methodology available to answer the question is identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed - methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in- depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, the findings can offer a far more in -depth understanding of the target's perspectives or opinions than is otherwise obtainable through quantitative surveys. Qualitative research can provide insights into the underlying research problem to better develop quantitative research for conclusive data. Quantitative research focuses on numbers, logic, and the objective; providing quantifiable responses to a specific question obtained from a statistical sampling of a target population. While quantitative data collection techniques can vary depending on the sampling design and the type of information to be collected, the traditional empirical quantitative technique in market research is the survey questionnaire. By administering a survey to a random sample of a population, one is able to draw inferences about the behavior of an entire population. The medium by which the survey is implemented can include mail, telephone, face -to -face interviews, e -mail, mobile devices and the web. THE FLORIDA KEYS& KEY WEST ( OME A YOl AREA M -2 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ,h grfin f oLbypo 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. Surveys conducted via these inquiries will be summarized in monthly reports for each district, and the County overall. The reports shall include the origin of the inquirer, advertising source that prompted the inquiry and more. AT &T business reports will provide quantity of all calls made to the 1 -800 generic and district numbers. Software and report functions will be maintained and upgraded as needed. We will continue to report on the wealth of data gleaned from the Key West Business Guild's Gay and Lesbian VIS database. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographics, party composition, expenditures, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. `Special topic' questions will be added on an as- needed basis. Smith Travel Research data will continue to be utilized to gauge lodging industry performance. This includes: a monthly occupancy, average daily rate and RevPAR report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon, and Monroe County excluding Key West; and weekly reports on daily occupancy, average daily rates and RevPAR for Monroe County, Key West and the Middle and Upper Keys combined. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. Additionally, we will use AIRDNA reporting which provides occupancy, average daily rates and RevPar for AIRBNB properties. To round -out our lodging performance data toolbox, we'll continue to conduct similar research for vacation rentals. Again, monthly reports will overview occupancy, average daily rate and RevPar for Monroe County. Where participation is sufficient, district reports will be provided. VisaVue International Traveler data will be utilized to track visitation and spending patterns of international visitors to the Keys. Combining VisaVue data with other data sources, projections will be made as to total visitation by country of origin and economic impact. VisaVue Domestic Traveler data reports will be utilized to track spending by domestic origin market; identifying our most lucrative origin markets. THE FLORIDA KEYS& KEY WEST ( CC ASYO ARC M -3 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN ADARA partners with over 175 of the world's top travel brands. Their relationships with trusted data partners allow access to millions of data points that can pinpoint online buyers. This information will allow us to turn search and booking data into actionable insights by deepening our understanding of both campaign performance and audience. We will utilize this data to help guide marketing our and communication strategies and gain visibility into our visitors true revenue potential. Gvrgrm f odpIJ3128.3129!Sf t f bsdi !Hpbrfi;I 1. As with most of the country, our destination is experiencing an expansion of vacation rentals such as AirBNB, Home Away, and VRBO. According to a recent study by mobile app analytics company 7Park Data, Airbnb alone has about 2.3 million worldwide listings on its home - sharing platform compared to just 3,000 in 2009. Our Visitor Profile Study showed an increase in 2016 of 62% with vacation rentals representing 3.4% of accommodations noted in 2015 vs. 5.5% in 2016. Despite its incredible growth, Airbnb is still a niche business that caters to certain kind of travelers. A study will look closer at the nuances of this type of traveler. We will examine which market segments tend to seek out these rental units and what about them entices the traveler to book over more traditional accommodations. 2. The 2016 Visitor Profile Study revealed that the largest change in transportation behavior of our visitor was the shift to personal vehicles with 7% reporting as such in 2015 and 20% in 2016. While historically most of our visitors arrive via automobile, this is a change of 13% year over year. A study into the drive market will investigate this shift in behavior. The general areas of study will include planning behavior, frequency of trips, booking behavior, accommodation preference, and use of mobile devices including GPS and smartphone. In order to alleviate US1 traffic congestion, findings of this study will also be examined to determine whether some of these drive visitors might converted to fly. 3. Periodically, we have developed market studies on select international countries. These studies allow us to dive deeper into the nuances of the select nation's traveler and the implications of their particular travel behavior as it relates specifically to marketing the Florida Keys & Key West. This year our focus will be on Ireland. As noted in Business World, Ireland is expected to have the strongest economy in the European Union for 2017. According to our International Visitor estimates via VisaVue, visitors from Ireland increased 25% from 2015 to 2016. In addition, we anticipate continued growth from this market as Aer Lingus will begin flying 3x weekly between Dublin and Miami as of September 1, 2017. We will develop a research study on potential travelers from Ireland focusing on their awareness of the FL Keys, perception of the destination, intentions to travel here and best practice for reaching this market. THE FLORIDA KEYS& KEY WEST ( OME A YOl AREA M -4 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN 4. For almost twenty years we've been intercepting the Florida Keys and Key West visitors during their visit to help us better understand our tourists and gain more strategic marketing insights. This year we seek to further define selected segments within the questionnaire. We will further define the type of advertising viewed by the visitor; specifically the generic internet category to provide greater segmented detail regarding email, internet, and social media. We will also enhance our visitor intercept survey to better identify the ADR paid by visitors. In addition, the accommodation segment will break out vacation rental to identify Airbnb, HomeAway, and VBRO. The further refinement of this data will lead us to better identify our visitors and how to market to them accordingly. 5. An ongoing goal of the research department is to increase the scope and methods of data collection. As opportunities arise, we will continue to partner with PhoCusWright to co- sponsor larger research projects in order to increase our data collection. In addition, we will seek out new partnerships to assist in marketing, sponsorship, and networking for the Florida Keys and Key West. 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. THE FLORIDA KEYS& KEY WEST ( C OME A YOl AREA M -5 N bsl f LISf t f bsdi !Cvehf d VISITOR PROFILE SURVEY $ 95,000 OCCUPANCY & AVERAGE DAILY RATE REPORTS $ 28,000 Hotels, Small Lodging, Vacation Rentals VISAVUE CREDIT CARD REPORTS $ 11,000 ADARA $ 30,000 AIRDNA $ 4,200 PROJECT RESOURCES $317,000 International Market Research $49,000 Accommodation Study $49,000 Drive Market Study $ 49,000 Revision of Visitor Profile Survey $ 5,000 PhoCusWright Research Co -Ops $ 25,000 Other Project Resources and Salary $140,000 SECONDARY RESEARCH $ 25,000 Purchase of Secondary Research from Outside Sources PhoCusWright Tourism Research Subscription Travel Indicators Tourism Research Subscription OPERATIONS $ 20,000 Online & Mobile Survey Software SPSS, Tableau and Additional Software Upgrades & Licensing Survey Incentives MISCALLENOUS $ 15,000 Memberships Telephone, Fax, Postage Computer Equipment Conference, Workshop, Seminar Attendance TOTAL $545,200 THE FLORIDA KEYS& KEY WEST ( COMEA3YOl AREA M MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of our programs. Evaluation is a systematic approach to assessing the performance and improving the efforts of the TDC and its marketing plan. Systematic in that there is usually a three (3) stage process of (1) gathering data, (2) analyzing the data and (3) how we use that information to improve our program. Though the TDC has different ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program's performance. The TDC Market Research Department along with an outsourced research company regularly conducts visitor profile analysis and monitors marketing effectiveness through surveys, studies, and other research techniques that will give measurable results. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an important element of our program. Being able to gather and analyze data in a timely manner gives us the ability to make changes in our plan. We are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: • Pre /post tracking studies, which measure users and non -users of our marketing efforts. Why someone did not respond is as important as why someone did. • Comprehensive studies of how travel information is delivered and used by the potential visitor. • The measures of economic impact and return on investment (ROI). What are the total benefits of a visitor coming to our area versus the cost of attaining those benefits? • Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of the plan should not only grade our current efforts but should help show us how to make adjustments, and be more effective in subsequent years. THE FLORIDA KEYS& KEY WEST ( COMEASYOl AREA N -1 MO ROECOUNTY TOURIST DEVELOPMENT COUNCIL 2017 -2018 MARKETING PLAN Some of the criteria or techniques that will be used or planned by the TDC this year to assess program effectiveness include: • nSight for Travel reports • VIS reports • Visitor Profile Survey reports • Smith Travel Research Report • DestiMetrics Vacation Rental Report • Adara • AirDNA • 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 Web Analysis • User demographics reports • Web site brochure and video downloads • Social Media user demographic reports • Social Media monitoring and analysis • Electronic sales lead tracking • Travel agent sales reports • Tour operator room nights booking reports • Trade show room nights booked reports • Trade show visitor intercept surveys • Number of meetings booked • Follow -up sales leads reports • Credit card demographics • European agencies' reports • Ad testing • Trade partners and industry survey (meaning surveying travel agents & lodging sales staff) • Conversion studies • Online surveys or mobile surveys • Branding and perception research • Arrivalist digital ad conversion tracking In summary, we need to know what marketing efforts are working; what are not; and make the appropriate adjustments in the quickest period of time, to ensure the success of our decision - making process. THE A KEYS& KEY WEST ( COMEASYOl AREA N -2