Item E1County of Monroe
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BOARD OF COUNTY COMMISSIONERS
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Mayor David Rice, District 4
The FlOnda Keys
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Mayor Pro Tem Sylvia J. Murphy, District 5
Danny L. Kolhage, District 1
George Neugent, District 2
Heather Carruthers, District 3
County Commission Meeting
August 15, 2018
Agenda Item Number: E.1
Agenda Item Summary #4532
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 2019 Monroe County Tourist Development
Council Marketing Plan.
ITEM BACKGROUND: TDC approved same at their meeting of August 1, 2018
PREVIOUS RELEVANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
N/A
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
FY 2019 TDC 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:
REVIEWED BY:
Maxine Pacini
Christine Limbert
Kathy Peters
Board of County Commissioners
If yes, amount:
Completed
Completed
Completed
Pending
07/26/2018 9:22 AM
07/30/2018 11:46 AM
07/30/2018 3:10 PM
08/15/2018 9:00 AM
DATE: July 31, 2018
To: Monroe County Board of County Commissioners
FROM: Stacey Mitchell, TDC Director
RE: FY 2019 Marketing Plan
Attached is a copy of the FY 2018-2019 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 approved the FY 2019 Marketing Plan at their meeting of August 1, 2018.
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..................................................................................... H-1
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 I COMEASYOU AREA'
Section One: The Mission of the
Tourist Development Council
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 FLORIDAWEST I CCMYCI AIDE' A-2
IL Purpose of the Plan
While most of the concepts, processes and methods described within this marketing
plan is to help the Monroe County TDC to be more effective in developing tourism, this
plan has been prepared with a community approach in mind. That is, it focuses on
achieving tourism benefits for the entire tourism industry throughout Monroe County.
Success in tourism does not just happen. Built upon an understanding of the tourism
system, successful programs are the results of careful planning, marketing and
management.
The nature of the marketplace dictates that a comprehensive and integrated marketing
approach is needed by the Monroe County Tourist Development Council if it is to
remain competitive and to have a lasting impact on the development of tourism while
maintaining economic feasibility 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 FLORIDA KEYS& KEY WEST I CCMEASYOU ARE' A-3
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
1. Product Analysis
• The Florida Keys is the premier get -away destination located at the southernmost
tip of Florida and the continental United States. The beauty and diversity of our
laid back atmosphere makes it one of the most unique vacation destinations
anywhere. The Keys has unique advantages for tourism because of the
extraordinary and diverse characteristics of the county. These characteristics
suggest that many different tourism opportunities can be developed to appeal to
a wide range of travel marketing interests.
• Tourism is the Florida Keys main industry - with a current permanent population
of around 73,000. The Keys business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys. Over 50% of
the jobs in Monroe County are related to tourism whether it be directly or
indirectly.
• 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. (85%)
• The Florida Keys are accessible by air. (15%)
1. Key West International Airport is served by American, Delta, Silver
Airways, and United Airlines. There are direct daily year-round flights to
Atlanta, Miami, Orlando, Fort Lauderdale, Tampa, Charlotte, and Reagan
Washington National. There are seasonally adjusted direct flights to
Newark (daily year round starting in October 2018), Chicago, and Dallas
Airports. Direct international flights to Havana, Cuba are available through
a general aviation private charter service three times a week; other charter
service is available at Key West International Airport as well.
2. Florida Keys/Marathon Airport is a General Aviation Airport currently
servicing 66,000 operations (take offs and landings) a year. This full
service airport can handle private, commercial and chartered flights.
3. Miami International Airport is 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 I COMEASYOU ARE' B-1
• Total daily flight operations at Key West International Airport average about 150
per day. Key West Airport average annual passenger totals about 800,000
passengers.
• 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 760,000 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 16,600 rental
units throughout the Keys.
• The Florida Keys camping and recreational facilities are available throughout the
Keys.
• There are just fewer than 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
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 KEYSKEYS& KEY WEST I CCiEASYCIJ ARE' B-2
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, 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 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& KEY WEST I COMEASYOU AIDE' B-3
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, while taking the stress off the coral.
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE' B-4
IL 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
• a variety of sightseeing attractions
• authenticity of our attractions
• safe environment
• great fishing resources
• number one dive destination in the United States
• unique RV camping locations
• majority of lodging facilities have been renovated within the past year
• 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
• two national parks
• nine state parks
2. Weaknesses and liabilities
• lack of direct flights from principal in -state and out-of-state markets
• lack of alternative means of ground transportation from South Florida hubs
• 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
1E FLORIDA KEYS& KEY WEST I COMEASYOU ARE' C-1
While positioning begins with a product, or a destination, the concept really is about
positioning it in the mind of the consumer or potential traveler. Consumers are
bombarded with a continuous stream of advertising, and their mind reacts to this high
volume of marketing by accepting only what is consistent with their prior knowledge or
experience.
Therefore, positioning analysis is based on three (3) core concepts: (1) consumer
perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves
analyzing each market segment as defined by our resources and research data. A
marketing position is based on what the consumer is looking for, and what we have to
offer within the destination to address those needs.
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;
multi -generational; girlfriend; the guys; and a long 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 sustainable tourism practices will be at the forefront of our
marketing program. Fishing, snorkeling, diving, boating and other water related
activities lead this market along with our weather here in the Keys. Sustainable or
nature -based tourism is ideal for the Keys in that we have wonderful environmental
resources. We must promote to responsible visitors who will understand to enjoy and
protect our surroundings. The sustainable traveler looks for protected surroundings to
enjoy and preserve.
Geo-tourism is about attracting visitors who understand about preserving a destination's
environment, by helping to sustain or even enhance the geographical character of the
place visited, including the well-being or quality of life of its residents. Now, more than
ever, travelers, most especially millennials, are wanting to not only visit or sightsee, but
to learn more about the authentic history and culture of the area and its people. These
travelers are ready to act to preserve and protect the natural aspects of the destination.
These individuals select destinations that are associated with environmental
sustainability. We need to further 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
THE FLORIDA A S WEST I COi EASYOU AIDE' C-2
and these visitors share a desire to do something good while experiencing new places,
challenges 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, German speaking region, France, Canada and the Scandinavian
countries. Our secondary markets include Italy, Ireland, the Benelux region and China.
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 occur 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
Upcoming Enhancements to the Fla-Keys.com Website and
Increasing Measurable Results with Analytics
Having re -imagined the digital experience of the Florida Keys & Key West by
transforming the fla-keys.com site to a Google best practice of responsive design, the
user experience has improved not just through cleaner navigation but also through the
extensive use of video and user -generated content (UGC). In 2018/2019, there are
several new additions, changes, and improvements which should further strengthen the
THE FLORIDAS& KEY WEST I OOMESYOU AREA C-3
site engagement rates. 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.
Sustainability
Through the lens of a sustainability theme, we will further project the `respect and
protect' messaging that is inherent in the MCTDC Vision Statement by consolidating the
Green Travel, Eco-Tourism, and Voluntourism pages into a central portal that will act as
the landing page for specific marketing creative and provide our site visitors a resource
for greater control of their vacation planning desires while driving increased awareness
of our precious natural resources. By reaching out to destination partners like the
Nature Conservancy, the Florida Keys National Marine Sanctuary, Mote Marine, and
others, we will compile various resources and collateral materials available for
download, such as Reef Relief's `Visitors Guide to the Reef available in several
languages which teaches visitors about the fragile reef ecosystem.
Increased Video Usage
Though Google had proclaimed in 2016 that it was the `Year of Video,' that is even truer
today. As video is a highly engaging format that is shared more than any other content,
our strategy to better engage users on all devices include 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.
Photo Adventure Enhanced with Video
To facilitate increased video usage, we will augment Photo Adventure, the destination's
photo sharing platform, with the ability to accept video submissions in addition to photo
submissions. As User -generated Content (UGC) is the most trusted for travel planning,
it is necessary that the Photo Adventure platform enables this video content sharing.
There are currently over a thousand photo submissions into the Photo Adventure
system, some of which are integrated throughout the site. Content submitted by users
is among the most trusted on the Web. As such, our goal is to make visitor -contributed
imagery and video a fixture of the website, thus acknowledging our loyal contributors
and encouraging more image and video submissions. Additionally, as our agency of
record is FAA Certified in drone imagery and videography, we will also be adding more
of this content throughout the site.
Plotagraphs and Cinemagraphs
To further increase the aesthetic appeal and engagement rates of the site, we will use
the visitor submitted images and video to create compelling plotagraphs and
cinemagraphs which can additionally be used throughout our social media channels.
These are in essence images which have some portion in motion. This subtle
movement on a seemingly still image captures users' attention as it is unexpected. By
providing this added experience to the site and social imagery, increased engagement
and sharing will ensue.
THE FLORIDA KEYS& KEY WEST I CCMEASYCU ARE' C-4
Boosting the Sales Team Efforts
Working closely with the MCTDC sales Team, we will be revamping the travel trade
sections of the website to increase engagement and leads. To make the page more
personable, we will add individual biographies for each Team member's vertical
specialty with contact information, headshots, and other relevant information to make
their jobs easier in positioning and selling the Florida Keys & Key West destination. As
part of this initiative, we will also be updating the Suggested Itineraries pages which
outline key activities and `must -see' opportunities based on several time frames.
Diminishing Effects of Illegal Vacation Rentals
To curb the spread of illegal vacation rentals, we will add verbiage to each Places to
Stay>Vacation Rentals page with information about licensed vs. unlicensed rentals with
additional information for the visitor to contact the appropriate agency to verify the
property complies with existing laws and regulations.
Increased Value to Site Advertisers
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. To further this goal, we will be adding automated click -through
reports which report the amount of interaction each respective listing receives including
clicks on each of the various listing elements. Additionally, when a business's video is
selected, rather than take the visitor to YouTube to view the asset, we will enable the
video playback through the Fla-Keys.com site. This will increase the site `stickiness' or
the amount of time a user stays on the site.
Section 508 Amendment to the Rehabilitation Act of 1973 Compliance
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 and it is the right thing
to do. The site will go through quarterly accessibility checks to verify its continued
compliance as well as to find other opportunities for increased site usability.
ColdFusion Database Upgrade
ColdFusion is the programming language used on the Fla-Keys.com site to enable the
customizations which are created to meet various goals and objectives. We have
upgraded the server software which will usher increased functionality and speed. The
fla-keys.com site has an extensive backend administration system which enables such
features as the public relations agency to autonomously update various site content
including news, events, hurricane information, free listings, and other assets. All of this
will be upgraded with an improved user -interface and increased functionality. In
addition to the server software upgrade, the server has also been upgraded with more
processing cores, increased RAM, load balancing and in 2018/2019, the utilization of a
THE FLORIDA KEYS& KEY WEST I CCMEASYOU ARE' C-5
content delivery network (CDN) which distributes the site content to more geographic
regions around the World to increase site speed and page load times.
Website Redesigns of "Micro -sites"
As a spill -over goal from the 2017/2018 fiscal year, we plan to redesign Key Lime
Academy and Photo Adventure micro -sites to also be in responsive design. Key Lime
Academy is the destination's own exclusive online education platform for travel agents.
Currently translated into German, French, Italian, and Dutch, there are five total Key
Lime Academy sites that will undergo redevelopment.
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 2018, organic search accounted for 44% 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) tools 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.
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.
In 2018/2019, we will continue a greater schema.org integration on fla-keys.com which
is growing in importance as this is a programming language specific to search engine
crawlers which clearly articulate the webpage's purpose. Schema is what is responsible
for Rich Snippets, the Google Knowledge Graph and other search engine results pages
(SERPs) enhanced functions. We will also monitor the effectiveness of our content
marketing and social media marketing for SEO.
Florida Keys App
In the 2018/2019 fiscal year, the Florida Keys App will continue to leverage "push
notifications" developed in the July 2015 release. Harnessing "geo-fencing" 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
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE' C-6
about an event taking place nearby. "Geo-fencing" will enable us to provide applicable
messages to users in specified areas at precise times.
In addition to the Push Notification capabilities, the Florida Keys App will also
incorporate various tour capabilities. Using the GPS functionality of a smartphone
combined with establishing geo-fences throughout the destination, we will enable
travelers in the destination to experience the rich history and scenic beauty that spans
the breadth of the Florida Keys. We will encourage visitors to stop at predetermined
scenic overlooks to take a break from the drive and to enjoy the natural beauty the Keys
have become synonymous with. We will work with the Monroe County Sheriff's Office
to determine which locations are best served for this purpose.
Streaming Web Cams
In the first half of 2018, the webcam pages on fla-keys.com accounted for more
pageviews than any other section of the website. 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. Our Webcams lend credibility
and authenticity to the destination as they offer an unedited, live look at more than 50
locations throughout the Keys. This was incredibly important following Hurricane Irma
in 2017 as it provided the destination an opportunity to show the current conditions of
the destination clearly.
Webcams can 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. We will continue to adapt the streaming webcams to user and industry
standards so that the maximum number of visitors may experience the cams. Among
this effort is to enhance the streaming media server to employ a content delivery
network (CDN) which will reduce server load, increased speeds and most importantly,
allow for more users to view the webcams simultaneously.
Finally, we will be customizing the Florida Keys and Key West Facebook page to
include a tab which will feature various webcams. This could include sunsets, activities,
underwater action and resort views. This will increase the engagement rates of our
social activities.
Social Media Analysis and Reporting
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. Now in our fifth year of using Sprout Social, a social media
management tool for reporting and analytics, we are finding new ways to encourage
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participation in Florida Keys -related conversations. The "Competition Comparison"
metric within Sprout Social has also allowed us to gauge our effectiveness and
influence among other destinations. In the 2018/2019 fiscal year, we will continue to use
this and the other powerful management tools to analyze our social traffic to evaluate
the efficacy of our social media efforts as well as uncovering the demographics of those
who are engaging in our communications.
As the public relations agency takes a more direct approach to craft the messaging, we
are charged with the analysis, reporting, site integrations, and other technical aspects of
these platforms. As mentioned in the webcam section, we will be rotating various
webcams onto our Facebook page to increase engagement levels and showcase the
destination.
Web Analytics, Tracking & Reporting: Site, Advertising, and Sales
In the 2018/2019 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
organizations to analyze site usage. We will be proactive with the data and use it to
advance and refine the website continually, 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.
New to 2018/2019 will be an examination of site traffic analytics in relation to advertising
and Sales activities. For instance, when the advertising agency runs a campaign in a
given target market, we will be looking to the site analytics to report on any lift gain in
traffic. This is also true of the MCTDC's Sales Team's efforts in a given market when
they attend trade and consumer shows.
Expect an increased reliance on the site analytics as we continue to identify changes in
consumer behavior. 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
understand the activities of users on our website better. 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 a 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.
THE FLORIDA KEYS& KEY WEST I CCMEASYCU AREA C-8
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 FLORIDA KEYS& KEY WEST I COMEASYOU AIDE' C-9
M. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the
highest return for investment for the destination. Strategic programs implemented by
the TDC to target these markets are outlined in this document from Section Three:
Marketing Strategies and Implementation.
1. Domestic Markets
• Primary
• Florida (Miami/Dade, Broward, Palm Beach, Pinellas,
Hillsborough, Lee, Collier, Orange, Duval, Sarasota)
• New York, 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, German speaking countries, United Kingdom,
Scandinavian countries (Sweden, Norway, Denmark, Finland),
France
• Secondary
• Italy, Benelux (Belgium, Netherlands, Luxemburg), Ireland 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
THE FLORIDA KEYS& KEY WEST I COMEASYOU AIDE' D-1
N. Travelers with Disabilities
O. Getaway Traveler
P. Travel Trade Industry
1.Travel Agents
2.Tour Operators
3.Wholesalers
4.Motor Coach Operators
5.Meeting Planner
Q. Multi Cultural
THE FLORIDA KEY3& KEY WEST I COMEASYOU ARE' D-2
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's destination events. Most
event funding is for advertising only, however, in some cases that involves 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.
THE FLORIDA KEYS& KEY WEST I COMEA YOU ARE' E-1
Although these projects are primarily to promote tourism, another important
aspect to funding public facilities and areas, is that these projects and
improvements are not only beneficial to our visitors, but also to the residents of
Monroe County. The capital projects program helps preserve nature and
historic sites in the Keys. It also enhances the local culture and supports the
mission or vision statement of the Tourist Development Council as it relates to
the quality of life of our residents.
The District Advisory Committees, with input from Monroe County, local
municipalities, chambers of commerce and general public, formulate a vision of
what each community would like to see developed or maintained by the county
in the promotion of tourism.
THE FLORIDA A WEST T I CCMEA YOU AIDE' E-2
Section Three: Program Planning
L Program Development
i. Program Marketing Goals
a. Develop year-round tourism for the Florida Keys.
b. Develop overall program which balances the county's
economic viability while preserving the environment and
quality of life for residents.
C. Increase year-round brand awareness.
d. Increase awareness of Lodging Accommodations throughout
the Florida Keys.
e. Develop cultural/artsHhistorical/dining campaigns.
f. Increase sustainable tourism efforts.
g. Increase efforts to Weddings/Honeymoons markets.
h. Increase longer stays within the Keys.
i. Increase marketshare of international visitors.
j. Increase group and incentive meeting business travel.
k. Increase comprehensive public relations program.
I. Increase awareness of the Keys to the film industry for
promotional opportunities.
M. Increase fishing industry travel.
n. Increase diving and snorkeling business.
o. Increase Gay/Lesbian travel market.
p. Increase family travel.
q. Develop more guidelines for measuring the effectiveness of
the advertising, public relations and sales programs.
r. Increase comprehensive marketing program for travelers
with disabilities.
S. Develop guideline for measuring sustainable tourism
practices
t. Increase awareness of Florida Keys Attractions
THE FLORIDA KEYS& KEY WEST I COMEASYOU AIDE' F-1
U. Increase our marketing efforts to Millennials
V. Increase our marketing efforts to multi -generational visitors
W. Increase our marketing efforts to multi -cultural visitors
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE' F-2
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 FLORIDAS& KEY WEST I COMEASYOU AIDE' G-1
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 effort
both domestically and internationally
• 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
• Sales Managers - responsible for special market segments
and their performance as directed by the Director of Sales
• Film Commissioner - bring awareness of the Florida Keys as
a film, television, video and print location and to assist and
support production shooting in the Keys
d. Training:
The quality of our employees and their development through training and education are
major factors in the TDC's marketing process. Employee development is a continuous
process of reviewing basics and learning new materials and techniques. Training can
help reduce employee turnover by increasing productivity, motivation and job
satisfaction. The kinds of training include departmental orientation, market knowledge
and market techniques.
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE' H-1
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.
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)
THE FLORIDA KEYS& KEY WEST I OOMEASYOU ARE' H-2
FY 2019 TDC FOUR PENNY BUDGET
$52,348,288
Emergency $3,154,815 Promotional
6.03% Pemurces $226,943
Rlrn $300,000 Florida ysODuncil of 0.43%
the Art $100,000 website related
0.57% Expenses $260,800
FCCA $6,100 0.01% 0' 9o� 0.50%
Resources $601,510
1.15%
Cty. Cost Allocatioi
$246,684 0.47%
Capital $17,397,601
33.23%
VIS/Fulfillment
$1,026,277 1.96%
Events $3,281,530J \
6.27% Finance/Attorney
$204,252 0.39%
Advertising
$19,096,370 36.48%
Public
Relations/Ameruop
$1,881,876 3.59%
—Sales/Mkt. $2,179,000
4.16%
Admin/Overhead
$1,884,530 3.60%
FY 2019 TDC FOUR PENNY BREAKDOWN
Research
$500,000
0.96%
THE FLORIDA WEST I COMEASYOU AIDE' H-3
FY 2019 TDC TWO PENNY BUDGET
'Events' (35%) Portion
$8,877,114
THE FLORIDA WEST I COMEASYOU ARP H-4
Dues/Subscriptions,
$13,000, 0.69%
Emergency,
$426,982, 22.65%
Capital
Expenditure/Ope
$10,000, 0.5
Visit FLA, $1
0.64%
Finance, $1!
0.95%
Resources, $2(
10.80
Repairs/Maintenance
/Recycling/leases,
$26,000, 1.38%
Cleaning, $9,500,
0.50%
Courier, $3,000,
0.16%
FY 2019 TWO PENNY BUDGET
Administrative (7%) Portion
$1,885,765
VIS Software, $3,000,
0.16%
Communications,
$18,000, 0.95%
Office Supplies,
$20,000, 1.06%
Admin/Operating,
$835,000, 44.28%
Administrative
Advertising, $18,000,
0.95%
- Legal Salaries &
Benefits, $83,667,
4.44
THE FLORIDA WEST I COMEASYOU AIDE' H-5
Cot
Ful
t
Em
Res
Sale
Col
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FY 2019 TWO PENNY BUDGET
Advertising & Promotion (65%) portion
$11,380,367
Sales & Mkg Staff & Commission & Fees
related costs, (Finance), $60,000,
r, ^^^ „ ^n/ 0_5% Website Related
ivieaia iviaienais,
$665,000, 5.8%
Advertising,
$7,102,641, 62.4%
THE FLORIDA WEST I COMEASYOU AIDE' H-6
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. Florida Restaurant and Lodging Association (FRLA)
11. FI. Association of Destination Marketing
Organizations (FADMO)
12. International Association of DMO's
13. Brand USA
THE FLORIDA KEYS& KEY WEST I OOMEASYOU ARE' H-7
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 COMEASYOU ARE' H-8
I. Advertising
Advertising serves as the primary promotional tool to market The Monroe County Tourist
Development Council's Florida Keys and Key West campaign. Strategic media
placement and impactful creative will continue to differentiate The Keys from other
destinations. Advertising will be targeted to Adults 35-64 residing in affluent households
of $150,000+. Other markets such as millennials aged 25-34 with a $75,000 household
income will also receive marketing support. This market is prone to visit year-round and
positively embraces the concept of sustainability.
During the 2018/2019 fiscal year, digital advertising will have an increased level of
importance. While pre -roll, mobile and search engine marketing will continue to play a
significant role in the digital strategy, native advertising will take a greater role. Native
advertising will allow the Keys to tell the story of our rejuvenated destination with
updated lodging properties. Other digital strategies will be used across all devices
(phone, tablet and desktop) including direct response e-mail, rich media, weather
triggered & interactive banners and pre -roll video to promote co-op programs. While
digital advertising will be a focus of our core audience, it will also be used to reach the
millennial market as it is the medium they prefer. Various re -targeting strategies will
have an increased place in the deployment of digital programs.
Advanced data will be used to re -target prospects including those currently in the market
to purchase a visit to Florida. We will also target those who have visited the Keys'
website and continue to persuade them to select our destination. A new form of
retargeting will be implemented this year that will allow the Keys to reach people who do
not watch a great deal of traditional television. The Keys will be able to target viewers of
Netflix, Hulu, HBO, etc. through retargeting from their smart television and deliver Keys
advertising on other devices (phone, tablet and desktop).
Television will continue to serve as the primary medium to reach and persuade target
prospects to plan a trip to the Florida Keys & Key West. No other medium can effectively
tell the story of the Florida Keys with the vivid beauty portrayed in each of the television
spots used nationally and in key markets. We will continue to use networks and
programming that are highly targeted and build reach against the target audience.
Television advertising will support visitation to the Keys in the Fall and Winter months in
the northeast and Midwest markets. During the summer, advertising will focus primarily
on Florida, the drive -down market (outside the state of Florida) and potential markets
with direct lift into the destination such as Dallas.
THE FLORIDA A S& KEY WEST I COMEASYOU AIDE° 1-1
Another important element of the television campaign will be an integration with Good
Morning America. The network will be in Key West in February (exact date to be
determined) and will broadcast the weather from the Keys. During these weather
segments, they will talk about being in The Florida Keys & Key West. Along with the four
(4) weather reports, there will be a segment taped in advance that will highlight the
rejuvenated amenities throughout the destination. Also included, the Keys will receive
two, thirty-second, national commercials along with additional promotional and digital
assets.
Radio will be used in strategic situations such as after hurricanes to communicate that
the Keys are open and ready to receive visitors. Radio could also potentially be used to
promote an event or to bolster business during a slow period, especially in Florida during
the summer which we will continue to do with WLRN and our Museum Weekend radio
promotion.
Magazine and newspaper advertising will continue to be part of the media plan, but at a
lower level than in the past. Magazine advertising will appear in endemic publications
such as Travel +Leisure, Conde Nast Traveler, and Food & Wine. These magazines are
both demographically and contextually relevant to the prospective visitor. Advertising in
niche publications will also be used as they reach fishing, diving and watersport
enthusiasts.
A limited amount of newspaper advertising will be used, and it will be exclusively placed
in the New York Times. The New York Times serves as a highly targeted vehicle that
reaches an upscale audience throughout the United States. Less than half of its
circulation is in the New York DMA. In key markets, we will be advertising on local
newspaper digital sites to take advantage of these important audiences.
THE FLORIDA KEYS& KEY WEST I CCMEASYCU ARE° 1-2
Objectives
1. Develop top -of -mind awareness and image of the Florida Keys & Key West as the
premier Florida destination for leisure or business traveler for the domestic and
key 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 (fishing, diving, cultural), event coordinators,
public relations and sales to promote the Florida Keys & Key West as a total
destination.
6. Bolster our campaign with additional content, value-added opportunities and co-
op advertising within our existing media.
7. In all efforts, continue to drive potential visitors to our site for immediate
information and service and point of sale through the properties.
Goals
1. Increase native content advertising across all campaigns through our media
campaigns.
2. Increase advertising presence in the French market to assist with the
spring/summer travel business.
3. Produce a meeting planners guide that will include new properties coming on-line
in the new fiscal year.
4. Increase social media presence out of the Generic campaign.
5. Increase digital media presence year over year out of the Generic campaign
6. Produce a fifteen -second pre -and mid -roll video for the French market.
7. Design and produce a new Florida Keys Film Commission Guide.
8. Design and produce a new promotional piece for the Destinations Weddings &
Honeymoon market for the TDC Sales Team.
THE FLORIDAS& KEY WEST I CO E SYOU AIDE° 1-3
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THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-4
Target Marketing
Identifying and selecting a product's target market is accomplished through dissecting
the numerous segments. This is done by pulling apart the entire market 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.
Markets can be categorized into such segments as leisure travelers, travel trade, groups
and specialty or niche markets. Targeting is also defined by age, gender, income,
interest and geography. It is imperative to fully understand all of the elements that
comprise the target audience based on research. Understanding the psychographics,
which is the mindset of visitors, completes the development of defining the best prospect
for the destination. Once the target audience is understood, specific strategies can be
developed to best reach these groups.
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 if and when budgets allow.
Marketing efforts will promote a luxury experience by targeting the affluent audience that
the Keys have sought for many years. These visitors have the means to stay longer and
spend more during their vacation stay. International visitors always play an important
role, especially during the summer months. Promotional efforts will take place in
Canada, U.K., Germany, Scandinavia, France and Italy. The international visitor is
especially valuable, as they tend to stay longer.
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or
service that differentiates itself 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 term of awareness and
perceived quality -- in other words, it's 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.
THE FLORIDA A S& KEY WEST I COM ASYOU AIDE° 1-5
Branding also develops consumer loyalty, even when reasonable substitutes are offered
at lower prices. People are willing to pay more because of the perceptions they
associate with the name Florida Keys & Key West.
Generic Collateral
The following collateral is available for trade shows (travel trade and consumer shows)
and is 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, Mandarin
Chinese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German
languages. 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
Cultural Magazine: Magazine featuring a complete calendar of events, articles on
cultural aspects of the Keys as well as the visual & performing arts in the destination.
Description: 8.5" x 11 ", 16 pages, four-color
THE FLORIDA KEYS& KEY WEST I MEASY U AIDE° 1-6
Historic Brochure: Brochure includes historic information available throughout the
Keys with specific sites, attractions, bridges, etc. highlighted with their exact locations
(Mile Marker or address). Description: 4' x 9", 40 pages, four-color
Dive and Snorkeling Brochure: Includes information about diving and snorkeling in
the destination and highlights particular interests per district as well as a complete
reefs and wrecks dive map. Description: 4" x 9", 12 pages, four-color.
Diving Wreck Trek Passport Brochure: Includes information (including a map) on
the various wrecks in the waters of The Florida Keys with a dive log for every
potential dive. Description: 4" x 5.5", 28 pages, four-color.
Diving Reef Explorer Brochure: Includes information (including a map) on the
various reefs throughout all the districts in The Florida Keys. This brochure is used as
part of a new Dive Umbrella promotion where beginner and experienced divers can
participate in a wreck trek program where, once dives 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
aged 35-64, with a household income of $150,000+.
• By targeting this 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.
THE FLORIDA 3& KEY WEST I ME 3Y U ARE° 1-7
Within the target audience there are several sub -groups defined by different
interest and subjects that are important to them. These include:
• Leisure Travel
•
Ecotourism/Sustainability
•
Diving/snorkeling
•
Fishing
•
Boating
•
Cultural/Historical/Art
•
LGBT
•
Mature
•
Epicurean
•
Weddings/Honeymoons
•
Soft -Adventure
•
Romance
•
Family Travel
•
Luxury Travel
•
Girl or Guy Getaways
•
Millennial
•
Generation X
•
Baby Boomers
•
Multi -Generational
•
Multi -Cultural
•
Travelers with disabilities
• Travel Trade
• Meetings and Incentives Market (small to mid -size meetings)
• Travel Agents/Tour Operators, both nationally and internationally
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE° 1-8
• International Travel
International visitation continues to be an important component to the overall destination
growth potential. Exchange rates and economic & political factors will always have an
influence on visitation from various countries. 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, Italy, France and Scandinavia have all become an
integral part of The Keys growth from overseas. China, with its significant potential will
also be addressed. 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. Digital has been a growing tool in marketing to international markets using in -
market language fifteen -second videos. Print and e-mail advertising on travel related
sites are used to reach consumers and the travel trade.
THE FLORIDAS& KEY WEST I COME SYOU AIDE° 1-9
Domestic Target Audience
Affluent Adults Age 35-64, HH1 $150,000+
Population
% of Total
Index
A35-64, HHI S150,000+
36,057,000
100%
168
Total Men
18,153,000
50.3%
97
Total Women
17,904,000
49.7%
103
Age 35-39
6,033,000
16.7%
168
Age 40-44
5,511,000
15.3%
168
Age 45-59
7,939,000
22.0%
168
Age 50-54
5,688,000
15.8%
168
Age 55-64
10,885,000
30.2%
168
HHI S100,000-S149,000
10,302,000
28.6%
100
HHI S150,000-S199,000
12,627,000
35.0%
100
HHI S200,000-S249,000
5,726,000
15.9%
99
HHI S250,000+
7,401,000
20.5%
99
Married
31,925,000
88.5%
117
Professional/Managerial
27,827,000
77.2%
113
College Graduate or more
29,063,000
80.6%
106
Own Principal Residence
33,288,000
92.3%
102
1+ Airline Round Trips in Past Year
33,384,000
92.6%
101
5+ Airline Round Trips in Past Year
18,105,000
50.2%
103
5+ Nights in Hotel in Past Year
27,689,000
76.8%
103
Census Region and Division: Northeast
7,565,000
21.0%
97
Census Region and Division: Midwest
7,518,000
20.9%
107
Census Region and Division: South
11,787,000
32.7%
99
Census Region and Division: West
9,187,000
25.5%
99
Source: 2018 ipsos Affluent Surr ev USA Spring 2018-Adults 18— HHI $125k— weighted to Affluent Adults - Base: All
Index
An Index is used to express the percent difference from_ the average. The average is always 100. Any
number above IQQ represents the percent above average.
For example. Man7ed=117 index. This means that the target population is 17% more likely than average
to be married.
THE FLORIDA WEST I i E Y U A IRE° 1-10
2018-2019 Total Media Plan Expenditure
Out of Home
l%
Television
&»%
Y nn!
9%
Media Budget Total: $16,630,59O
Digital
37%
THE FLORIDA KEYS&K WEST I CO ME\SYCU\RE' 1-11
2018-2019 Monthly Media Spending
November
9%
October
2 "X)
Septembe
1%
Age
2%
147Z
January
14%
May
5%
Media Budget Total: $16,630,590
Aarch
20%
THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-12
2018-2019 Advertising Breakout
DA(
251
DAC 2 DAC 3
3% 9%
Dive Umbrella
4%
Fishing Umbrella
2%
Generic
42%
Advertising Budget Total: $19,161,370
THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-13
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 a minimum of four participants in each ad.
• E-Marketing: There must be minimum of four participants in each effort.
• All advertising materials must be supplied in accordance with 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 NEST I COMEASYOU ARE° 1-14
COLLATERAL AND FULFILLMENT
When callers request brochures or flyers, the Chambers of Commerce will handle all
fulfillment requests. Fulfillment will include pieces provided by the Chambers of
Commerce specific to their district, and other tourism -related collateral. The Tourist
Development Council does not provide any collateral for Chamber distribution.
Call to Action Phone #s
• USA: 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). This is a German-
speaking travel trade line that is answered by our German Sales Office staff.
Fulfillment Houses
Domestic fulfillment house:
• Print Farm — Miami, FL
They control all trade fulfillment requests as well as trade and 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 FLORIDA KEYS& KEY WEST I COiEASYOU AIDE° 1-15
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THE FLORIDA WEST I i E Y U A IRE° 1-16
GENERIC MEDIA PLACEMENT
The following outlines the Generic advertising media plan for 2018/2019.
TELEVISION
Television will remain the lead medium to promote the Florida Keys & Key West due to
its ability to deploy messaging in an effective and efficient manner. Television will be
directed to the core target audience of Adults 35-64, with a Household Income of
$150,000.
• National Network Cable Television
The Florida Keys will utilize national networks that are both demographically and
contextually appropriate for The Keys audience. Advertising will be placed on CNN,
Fox News, HGTV, Food Network, and MSNBC. Sportfishing TV on the Discovery
Channel will be used to promote fishing in The Florida Keys where thirty-second
commercials and content filmed in The Florida Keys will be utilized.
Advertising will be placed during the following period:
➢ November 12, 2018-December 16, 2018
➢ January 7, 2019-April 14, 2019
• Local Spot Market Television
Local spot television will appear in the markets that produce the most visitors to The
Keys. This includes:
➢ Fall/Winter: New York, Chicago, Philadelphia, Boston, Washington, D.C., Toronto,
Atlanta, Charlotte, Columbus, Dallas and Houston.
➢ Spring/Summer: Miami/Ft. Lauderdale, Tampa/St. Petersburg,
Orlando/Melbourne, West Palm Beach, Ft. Myers/Naples and Jacksonville.
Television activity will primarily be viewed during the early morning and late news, which
have historically proven to work effectively. News is effective for the Keys due to its
upscale audience and its ability to engage viewers.
CONSUMER PRINT AND ANNUAL PUBLICATIONS
Consumer print advertising will be demographically and contextually directed at our
target audience. Appearing in travel and epicurean publications appeals to the interests
of the Keys consumer. Full and half -page ads will be used to engage consumers in our
messaging. As magazine readership is not as strong as it once was, less of an
emphasis will be placed on this medium in 2018/2019, only the highest quality
publications will be used.
• Consumer Print (Destination ads with Co -Op) include:
Coastal Living, Conde Nast Traveler, New York Times T Travel Magazine and
Travel + Leisure
THE FLORIDA A S& KEY WEST I COMEASYOU AIDE° 1-17
• Consumer Magazines/Annual Publications (Dedicated Branding ads)
include:
Afar, Travel + Leisure, Food & Wine, National Geographic Traveler, Brides
Magazine, Travel Guide to Florida, Camp Florida, Virtuoso Life Magazine,
Virtuoso Traveler Magazine, Virtuoso Multi -Supplier Travel Catalog
INTERNATIONAL CONSUMER MEDIA
Pre -roll will continue to be an important vehicle to promote the destination abroad;
especially in Germany, France and the U.K. where native language fifteen -second
videos will be used. Print advertising will complement the digital efforts.
International media by target market country to include:
➢ Canada: Spot X, Thestar.com, Toronto Life, Dreamscapes
➢ Germany: Spot X, Geo.de, Falk,de, Dumontriese.de, gmx.de/travel, wetter.de,
stern.de, marcopolo.de, Faz/Fas, American Journal Magazine, Geo Saison
Magazine
➢ United Kingdom: Spot X, Telegraph.co.uk, Dailymail.co.uk, Conde Nast
Traveller, Sunday Times Travel Magazine, Sherbet UK Taxi Promotion
➢ France: Mariee, Geo.fr and National Geographic.fr
➢ Italy: Dove Magazine
➢ Scandinavia: Conversant (banners), Discover America Nordic Region Annual,
N by Norwegian, Scandinavian Traveller
➢ Asia: Essentially American Annual -China
DIGITAL/PRINT ADVERTISING CO-OP PROGRAMS
Co -Op advertising programs continue to be a crucial part of the media plan as it allows
properties and tourism -related businesses the ability to appear in media that would not
normally be affordable to them. The 2018/2019 co-op program will integrate digital
(eNewsletters, digital banner and pre -roll) and print media (eNewsletters, digital banner
and pre -roll). The following outlines the different co-op options:
➢ Mobile Smartphone Co -Op
Mobile smartphone efforts will be implemented in the Fall, Winter and Spring.
They will be geo-targeted to New York, Chicago, Philadelphia and
Washington, D.C. A carousel will feature participating properties which allows
the consumer to scroll through and click directly to a specific property site.
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE° 1-18
➢ Re -Targeting Co-op
The re -targeting program introduced last year proved to be successful and will
be implemented in 2018/2019. A re -targeting pixel will be placed on fla-
keys.com. Visitors to the destination's website will then be re -targeted with an
individual hotels co-op partner's banner (photo/logo/copy). The banners will
also contain The Florida Keys & Key West logo and direct link.
➢ National Print/Digital Co -Op
Included will be: New York Times half -page, four-color ads with sponsored
advertorial will be utilized in Sunday Travel. This will be complemented with
NYTimes.com Great Getaways dedicated e-newsletter and New York Times
digital (Flex Frame). Also, new for 2018/2019 will be the placement of Lonely
Planet Magazine, LonelyPlanet.com and BudgetTravel.com exclusive
eNewsletters.
➢ Northeast/Midwest Digital Advertising Co -Op
Digital co-op program focusing on the Fall, Winter and Spring in key markets
will be implemented with the use of a mix of broad reaching websites like
CNN.com and complemented with pre -roll video. Also, e-newsletters in feeder
markets in Chicago, Philadelphia, Boston and Washington, D.0 will be
deployed.
➢ Spring/Summer Co -Op
Digital Spring Co -Op packages (geo-targeting Atlanta, Charlotte, Dallas &
Houston) will be implemented.
Pre -roll video will be used in combination with e-newsletters from
CharlotteObserver.com, DallasNews.com, Chron.com and AJC.com.
➢ Summer Florida In -State Print Co -Op
A comprehensive co-op print campaign will be implemented in Florida during
the Summer. This will include full -page and spreads in the following
publications: Flamingo magazine, Weekend Getaways (Miami Herald/El
Nuevo Herald), Indulge Magazine (Miami Herald), Destination Explore Florida
& Caribbean (Sun -Sentinel), Explore Florida Magazine (Orlando Sentinel),
Explore Florida (Tampa Bay Times), The Villages Magazine.
➢ Summer Florida In -State Digital Co -Op
An In -state digital program will be made available to properties that wish to
participate. It will include CNN.com, Spot X and ShermansTravel.com
eBulletin. All will be directed to Miami/Ft. Lauderdale, West Palm Beach,
Orlando, Tampa and Ft. Myers -Naples.
THE FLORIDA A S& KEY WEST I COMEASYOU AIDE° 1-19
DIGITAL MEDA (BRANDING CAMPAIGNS)
The Florida Keys will use an array of different digital techniques which utilize the most up
to date targeting data with all platforms the Keys advertise on. New targeting
technology will allow the Keys to reach those who do not watch a great deal of traditional
television but watch commercial free programming. Those with smart televisions will be
reached on devices other than their television with pre -roll on phone/tablet/desktop. The
following are some of the different digital platforms used in 2018/2019.
➢ Mobile/Table Advertising: Consumers now receive most of their digital
media via their smartphone and tablet. Mobile campaigns will be used in co-
op and well as in branding the destination. High impact rich media will be
used in expandable and swipe units as well as in pre -roll.
➢ Native Advertising: With a story to tell about the Keys, native advertising is
especially vital this year. Without delving into Hurricane Irma, messaging will
focus on the rejuvenation of the destination and how accommodations have
been refreshed. This story will be told digitally through several different
platforms including Travel + Leisure and Conde Nast Traveler just to name a
few. Native advertising will be seen throughout the web including in social
media
➢ Advanced Targeting: Advertising will be delivered in new and impactful
ways. This includes targeting off smart televisions and using data from set
top boxes called Over the Top Television (OTT). Addressable television will
be used again to pinpoint the Keys target audience. As targeting techniques
develop, they will be integrated into media buys.
➢ Social Media: As the use of social media (Facebook, Instagram, etc.) grows,
its use is being increased in the Keys media plan. Social allows the Keys to
effectively target potential visitors. It also allows the destination to effectively
speak to a very specific audience.
➢ Search Engine Marketing: Google, Yahoo and Bing will be utilized to help
connect people searching online for a vacation to www.Fla-ys.com for
more information.
➢ Pre -Roll: -15 pre -roll advertising served across many platforms will again
play an important role in promoting the Keys. Advertising will be optimized
on several platforms including Spot X, Conversant and Adara. These
platforms allow the Keys to build reach against the target audience.
THE FLORIDA A S WEST I COMEASYOU AIDE° 1-20
2018-2019 Generic Media Spending By Category
Out of Home
% Digital
A "7 0/
Budget Total: $7,432,641
THE FLORIDA WEST I i E Y U AIDE° 1-21
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THE FLORIDA WEST I i E Y U AIDE° 1-27
THE FLORIDA WEST I i E Y U AIDE° 1-28
2018-2019 Key West Media Spend by Category
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THE FLORIDA WEST I i E Y U AIDE° 1-29
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THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-37
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THE FLORIDA WEST I i E Y U A IRE° 1-41
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THE FLORIDA KEYS&K WEST I CO ME\SYCU\RE' 1-49
2018-2019 Key Largo Media Spend by Category
Digital
42%
Television
51%
Budget Total: $1,585,233
Pri nt.
7%
THE FLORIDA WEST I i E Y U AIDE° 1-50
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2018-2019 Umbrellas
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Diving
51%
Culture: $324,810
Diving: $700,000
Fishing: $348,700
THE FLORIDA KEYS& KEY WEST I COMEASYOUARE' 1-55
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THE FLORIDA WEST I i E Y U AIDE° 1-63
Measurability
a) Internet traffic and engagement rates will be monitored and tracked monthly with
placement of advertising.
b) Google Analytics, supplied by the web provider, includes district specific tracking and
will be monitored closely for market lift and timing.
c) "nSight for Travel" reports will be monitored through the TDC's Marketing Research
Department.
d) Inquiries from trade/meeting publication advertising produces leads to the sales
division and directly to lodging industry. The sales division will track these.
e) VIS call reports (area of dominant influence) will be traced to media placement.
f) We will track the geographic and demographics of potential visitors to see if
advertising efforts are hitting the market.
g) Social Media User Demographic Reports will be reviewed regularly.
h) European Agency Customer Profile and Trend Reports (supplied by Sales & PR firms
in the UK and German markets) will be reviewed by all disciplines.
Different tracking opportunities will come up during the fiscal year and the TDC
Marketing Research Department will continue to find criteria and methods to best
measure our marketing effectiveness.
THE FLORIDA KEYS& KEY WEST I CCMEASYCU ARE° 1-64
J. Sales & Promotions
Introduction
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 2018-2019.
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 travel trade and lodging industry with professional assistance and
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 international.
8. To promote specialty or niche market opportunities within the destination.
9. To promote sustainable practices throughout the destination.
THE FLORIDA S WEST ( CCME SYO AREA' J-1
Goals
1. Develop a promotional weddings destination piece for distribution and download.
2. Develop an image library for distribution to travel trade.
3. Increase destination awareness with high end travel trade specialists. (i.e. Virtuoso,
Luxury Travel Exchange and/or their partners)
4. Increase our delegation and/or visibility at LGBTQ promotional events.
5. Host a Scandinavian FAM trip to the destination.
6. Create a native language educational portal targeting international travel trade in key
feeder markets.
7. Host a MICE FAM trip emphasizing new product.
8. Increase promotional efforts regarding direct flight service from legacy carriers (ATL,
CLT, DCA, DFW, ORD, MIA.)
9. Increase promotional efforts on sustainable tourism practices throughout the
destination.
10. Update suggested itineraries in each district.
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU AREA' J-2
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.
Sales Manager Responsible for implementing sales plan activity for domestic
leisure travel in assigned key feeder markets. Market examples
would be- consumers, wedding planners and retail travel agents
in the United States. Provides assistance with other duties or
activities as directed by the Director of Sales.
Sales Manager Responsible for implementing sales plan activity for leisure travel
in assigned 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 other duties or activities 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 other
duties or activities as directed by the Director of Sales.
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 assistance
with other duties or activities 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
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU AREA' J-3
and workshops targeting gay and lesbian travelers and agencies
specializing in gay and lesbian travel programs. Provides
assistance with other duties or activities 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. Provides assistance with other duties or
activities as directed 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 Germany,
Marketing, Ltd. 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 REST ( CCMEASY°CU AREA' J-4
Methods of Sales
Trade Shows are organized and established exhibits domestically & internationally.
The standard format is a 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 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 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 these events.
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
THE FLORIDA KEYS& KEY WEST ( COMEASYOUARP J-5
person has taken the time to visit them personally and provide materials such as
brochures, videos, etc. Sales calls are the most effective method of establishing or
maintaining a relationship with a valued customer.
Familiarization Trips (FAMs) 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.
Digital/E-marketing Marketing promotes 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 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 is a method of selling goods and services by creating partnerships
with similar or compatible companies and brands. This increases brand loyalty for both
companies and products and heightens market awareness of both. Visit Florida and our
agencies of record overseas are the customary providers of outlets used in affinity
marketing promotions.
Co-operative Programs - The sales department offers many co-operative delegate
programs to the Keys tourism industry. Co-op booth space provides a more affordable
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU AREA' J-6
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 is evaluated
by its potential exposure benefits
Webinars - Sales staff will continue to use affinity partner's webinar technology. With
their tools comes access to their private travel trade professionals. Our content is
created to each partner's specific interests in our destination. The number of
participants varies from a handful to hundreds. Webinars are generally 30-60 minutes.
Being able to reach so many professionals in the short amount of time, keeps these
opportunities high on our list of sales efforts.
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.
THE FLORIDA KEYS& KEY WEST ( OOMEASY°OU AREA' J-7
International Overview
The international visitor is an integral component of the sales and promotional program
as it represents nearly 23% of overnight visits to the Florida Keys and Key West.
International visitors book travel to the Keys on an average of two to nine months in
advance. In current international research longer booking patterns are trending once
again.
International inbound tour operators have shared concerns from their clients. Long haul
travelers are more cautious about exchange rate values and political influences. The
uncertainty of the US administration, the current world political instabilities and
economic climate do not provide the same welcoming invitation from our nation as a
whole. Once accepting the airline price for a long haul vacation, the traveler begins to
look at the cost of the destination. Our tour operators have announced that winter
2018/19 travel products are priced 10% lower than in winter 2017/18. Through their
help we have continued to see a steady influx of international travelers.
Family travel mirrors that of their school holiday schedules. Outside of seeking warm
weather around the winter holidays, a majority arrive in July through September. Their
summer visitation provides a "base" of economic feasibility for our destination
businesses. This segment enjoys our nature based attractions and off-season rates.
Florida remains the number one desired vacation destination for beach holidays, is
considered safe and remains the capital for sun, sand and shopping. The Florida Keys
are positioned as an upmarket destination. Our adventure activities are popular with
multi -generational travelers, millennial's and families.
Canada remains our number one geographical point of origin for international inbound
visitation. They visit predominantly in the winter and early spring seasons. Canadians
have a very strong interest in escaping their cold, harsh climate. Even though the
exchange rate has been unfavorable for several years the simplicity to arrive in South
Florida within a few hours of flight time or two day drive triumph over the exchange rate
issues versus a long haul flight. In 2017, 2.7 million Canadians visited Florida. The
household incomes of Toronto, the "Golden Horseshoe" area and Montreal make them
key feeder regions for our efforts.
Traditional long haul feeder markets are Germany, UK and France. Germany and UK
will remain the cornerstone of our efforts, with sales tactics concentrating on niche
markets within each region. Germany and its German-speaking neighbors of Austria
and Switzerland continue to be the economic powerhouse for the European Union.
The watershed year for travel to the USA from Germany was in 2015, with a relatively
weak USD exchange rate and a positive US image abroad. The beach/resort areas in
North Africa and the Middle East were viewed the past few years as unstable and not
safe for families. The Florida Keys remain one of the top visited regions within Florida
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU AREA' J-8
for German-speaking travelers. Approximately 26% of all German-speaking visitors to
Florida visit Monroe County.
With ample choices of direct flights from Frankfurt, Cologne, 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, kite -boarding, kayaking and similar experiential activities will be the
focus of our positioning efforts next year. Despite socio/politico/economic factors
working against us, the German-speaking region of Western Europe remains a strong
geographic area of origin for the destination.
The last 12 months have been challenging for the wider UK economy, with inflation
outstripping wage growth and a continued assault on the value of the pound providing
the backdrop to the year. Despite this, Association of British Travel Agents research
shows that the underlying demand for holidays was very strong with more British people
taking more holidays than at any time since 2011. Britons made 73 million trips abroad
last year, up 2 per cent compared with 2016, even as the reduced purchasing power of
consumers began to bite. The data underscores how British holidaymakers kept
spending as they grappled with a squeeze on their living standards. The exchange rate
particularly in the UK is making the USA a more expensive destination, particularly as
the exchange rate to Canada is more favorable and flight times are equivalent. That
being said, the USA remains a popular destination for visitors from the UK.
With France's dynamic and stable market it is the World Champion for holidays. Florida
remains one of the most visited places in the US. Arrivals from France continue to grow
and have surpassed those from the UK and France now ranks 2nd among the
European markets behind Germany. The holiday departure rate has been constantly
increasing since 2010 (86% of high income households.) The top two vacation criteria
are weather and security. Include our authenticity, nature, sightseeing, gastronomy and
relaxation and we continue to be a premier choice.
Ireland has one of the fastest growing economies in the European Union with low
unemployment rates and a high consumer confidence. The USA has always been a
strong destination outbound from Ireland, particularly as travelers can clear US
Customs from the departure point, making their entry into the USA a much smoother
process. The expansion of direct service via Aer Lingus into Miami last year continues
to be profitable so we look forward to continued growth from this region.
The Nordic countries (Norway, Sweden, Denmark and Finland) are sparsely populated,
but combined they become the third largest market for outbound travel in Europe.
Travel spending per capita is among the highest surpassing Germany and the UK. The
Nordic traveler is experienced, fluent in English, with time and money to travel, and
seeking unique local experiences and active holidays. Six weeks paid vacation, escape
from a harsh climate, a high level income, a stable economy and an increase of flights
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU AREA' J-9
are some of the reasons why arrivals have annually increased from the Scandinavian
market.
Italy is benefiting from continued low unemployment rates concentrated in the highly
industrialized northern region where approximately 75% of the nation's wealth resides.
It is the Euro zone's fourth largest economy. Expenditures by Italian tourists in the U.S.
are one of the highest from European countries. Italians spend on average 10% more
than British visitors. Italians benefit from two major airports serving Florida directly
(Milan and Rome.) August is considered vacation time for the Italians and they
predominantly visit our area during this time. They do not mind the heat. This provides
our economy with a valued resource during one of the slowest months of the year.
Traveling is part of the Argentine lifestyle. Increased direct flight services from Buenos
Aires and now Cordoba to Miami are a firm indicator that Argentineans are traveling
(double digit increase yearly). Florida is one of their favorite destinations with Miami
and Orlando being their top choices. Over 1 million Argentineans came to the US last
year with over 43,000 visitors to the Keys. Argentines spend on average $5,000 per
person on travel expenses and travel mostly from December to February as well as
their winter season (July.) We will continue to monitor the economic indicators coming
out of the latest financial reforms as Argentina weathers another currency devaluation to
the USD (-20%.)
Although there has been a relaxation of the Brazilian visa waiver rules and
unprecedented direct flight increases into Miami and Fort Lauderdale, we have seen a
decline in visitation from this region. This decline is not only to our destination but also
to Miami and South Florida. This is due to the past currency devaluation and economic
and political instability. After 2 years of recession, the Brazilian economy is getting back
on track and forecasted to increase in 2019. Tour operators and airlines are discounting
their package prices in order to fill the seats they have contracted. Historically, as most
Latin American markets, Brazil has been a fluctuating market. We will continue to
monitor their economic situation and make adjustments to our marketing efforts as
needed.
China will continue to be the market to watch in 2019. The first wave of Chinese visitors
to the U.S. concentrated on tier one destinations such as Hawaii, NYC, Las Vegas and
California. We are now seeing 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. China now ranks 6th in our international markets. Although
the popularity of package tours with translators is fading, these second time visitors to
the U.S. are keen on independent travel. Foreign Independent Travel (FIT) will be a
source of highest growth potential with an estimated 3.6 million visitors coming to the
U.S. Within Florida, Key West enjoys brand name recognition and is a highly sought
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-10
after destination due to the history of the region, the story of Ernest Hemingway and
driving over the famed seven mile bridge.
Security, stability, direct flights to South Florida as well as ease of travel within the State
continues to strengthen the Florida Keys as an international vacation destination. Our
brand of authenticity, unique offerings and warm, sunny weather continue to draw the
attention and bookings of international travelers. The rejuvenated and new lodging
inventory within the destination is helping tour operators secure more Florida Keys
products.
All of the aforementioned countries present our destination with distinctive sales and
marketing opportunities. Our agencies of record monitor and regularly update on these
countries for growth and development while concurrently following the influences of
economic and political uncertainties. Their local presence provides us with a finger on
the pulse of activities. We will continue working on promoting the Florida Keys as a
unique off -the -beaten -path destination to our established and emerging international
markets.
Profiles
Resources used in the information provided below include the following- See America
Committees worldwide, Visit Florida, BrandUSA, our agencies of record in the United
Kingdom (UK) and Germany, Visa Vue, United States (U.S.) Embassies, Central
Intelligence Agency World Fact Book, U.S. Department of Labor/Bureau of Labor
Statistics/International Labor Comparisons, U.S. Department of State and the U.S.
Department of Commerce/International Trade Administration.
NORTH AMERICA
CANADA
International Traveler Profile:
• Canada the #1 international inbound market for the Florida Keys
• Florida remains the #1 destination of choice for Canadians
• Visitation has rebounded since late 2016 as the exchange rate has stabilized.
• Over 2.7M Canadians visited Florida in 2017.
• Average age is 45-64 years old. Projected for 2021- age 55-64 will increase 4.4%,
while those 65+ will increase 15%.
• Have a preference for sun and beach destinations while escaping their harsh winter
climate.
• Top 3 leading activities- 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.
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU ARE° ,J-11
MONROECOUNTY TOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING FLAN
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 commercial airlines.
• Greater Toronto and Montreal areas are key feeder regions for Florida vacations.
• The Ontario province provides 54% of visitors and 29% from Quebec for all
Canadian visitation.
• British Canadians have a tendency to prefer Orlando, Palm Beach and the West
Coast of Florida versus the French Canadians who prefer the Fort Lauderdale area.
• The Canadian traveler seeks "value for price paid" when selecting accommodations.
• Likes RV parks, campgrounds.
• Will take short breaks within the state of Florida from a winter second home or their
luxury RV.
Economic Considerations:
• The Canadian dollar has stabilized in relation to the U.S. Dollar; which resulted in a
rebound of visitation since of 2016.
• Canadian inbound travel to Florida is forecasted to increase 6.5% in 2018.
• Sun destinations like Mexico and all-inclusive resorts in the Caribbean, including
Cuba, are strong competition.
• Canadian economy forecasted to remain stable.
EUROPE
BENELUX (Belgium, Netherlands, Luxembourg)
International Traveler Profile:
• U.S. continues to be the top long -haul destination with 672k visitors from the
Netherlands, 285k from Belgium and 20k from Luxemburg.
• Ranks number 5 in Europe as most visitors to the US
• 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 and booking their vacations via
a travel specialist instead of large tour operators.
• Average length of stay is 3 weeks.
• Average worker receives at least 7 public holidays and over 25 paid vacation days
annually.
THE FLORIDA KEYSKEYS& KEY WEST ( CCMEASYCU ARE° ,J-12
Travel Preferences and Trends:
• Additional new non-stop flights into Florida for 2018 are (Delta AMS — MCO since
March 31st and KLM AMS — Miami (MIA) as of Nov 2018)
• Eurowings flies into MIA and Fort Myers (RSW) should support the Dutch market
following the AirBerlin bankruptcy
• The BeNeLux traveler conducts research via the internet about a possible
destination in the US before making his / her travel plans. Travel agents don't seem
to be impacted by a higher exchange rate, while exchange rates will immediately
impact the number of internet bookings.
• The Dutch prefer the personal interaction and security that comes with using a
travel agent.
• Workers from this region 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.)
• "Adventure Vacations" vs. strictly beach activity is their preferred activity in warm
sunny weather.
• Due to instability in other warm weather regions, consumers are looking for safe,
family friendly destinations for their holidays.
• BeNeLux ranks number 1 in internet users in Europe; more and more bookings are
executed online. In 2018 to date, 40% of packaged tours and 60% hotel and
vacation home bookings were conducted online. Travel agencies still remain the
strongest booking channel for the US.
• Belgians routinely book their holidays 3 to 5 months in advance.
• There are a small number of tour operators serving the US bound traveler. TUI
dominates the Dutch and Belguim market into the US, especially into Florida due to
"TUI Fly" flying into MIA and SFB (Orlando Sanford.)
• In Belgium multiple new tour operators appeared in the market selling the
US/Canada: General Tour (2015,) Del -tour (2018,) BT-Tours (2018,) New USA
Team at Joker Reisen (2017,) Exclusive Destination first North America catalogue
(2018.)
Economic Considerations and Political Trends:
• The Belgian economy has stabilized.
• Expected growth in vacations for 2018 is 7% for all BeNeLux travelers.
• 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.
• Delta and United offer daily flights from Brussels to U.S. destinations.
• TUI Fly offers two nonstop flights per week to Miami, increasing exposure to our
market. Brussels Airlines has daily flights to New York.
• The average Belgian stays for in the U.S. for 13 days.
• Belgium has the sixth highest per capita income worldwide.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-13
DENMARK
International Traveler Profile:
• US remains favored choice for long haul destination and has been voted as such
from 2011 to 2016 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 30,500 in
2017.
• 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 particularly in
the winter months.
• 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 fell to 4%.
• Denmark is one of the largest exporters of wind energy technology, aircraft,
computers machinery and container ships in the world. Their economy is also
reliant on their exportation of oil and natural gas.
• Business sentiment is on the rise and consumer confidence reach a multi -year high
in June 2018.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU AIDE° J-14
FINLAND
International Traveler Profile:
• USA is one of the main long haul destinations for Finns with over 150,355 Finnish
arrivals in 2016.
• 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. (kite boarding, paddle boarding, nature
based attractions).
• Florida is the most popular destination for first time travelers to the U.S., families
with children and senior citizens.
• Number of Danes traveling to the FKKW has reached over 10,500 in 2017.
• Asia is the our top competitor to the Finnish traveler.
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 offers
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 and went down to 8.5%.
• One third of the country's GDP is produced in the greater Helsinki region.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU AIDE° J-15
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, 11 paid holidays, a 13t" month salary and
additional days off.
Travel Preferences and Trends:
• Today's generation of travelers is comfortable traveling in English-speaking areas.
• Bed and breakfast and boutique hotels stays are becoming increasingly popular
with couples. The French are looking for a more personal interaction with the local
community. Families prefer branded resorts.
• Miami is the #2 port of entry for French travelers (NYC is #1).
• There are 5 carriers with daily direct flights to Miami from Paris
• Attractions, nature and water activities, sunbathing, gastronomy and shopping are
the preferred leisure activities.
• The French are repeat visitors to favored destinations.
• Weather and security are the top 2 criteria for the French Traveler.
Economic Considerations and Political Trends:
• France is the #2 economic leader in the Eurozone behind Germany.
• Market indicators project continued growth in France. The French tourism market is
dynamic and stable.
• Security concerns in other warm weather destinations (i.e. North Africa) has
provided the U.S. with increased exposure as a valid first choice in long haul travel
despite an increase in competition from Asia.
• The traditional distribution system (wholesalers and retail agents) still play a major
role especially for honeymooners, divers, luxury clientele and seniors.
• Tour operators are adding direct sells to the consumer as a new market for them
thereby passing on the savings and omitting the retail agent.
THE FLORIDA KEYS& KEY WEST ( CCMEASYCU AIDE° ,J-16
GERMANY, AUSTRIA, SWITZERLAND
International Traveler Profile:
• Florida remains the favored U.S. based destination with over 472,000 visitors from
Germany in 2017
• Average length of stay is 14 nights.
• Florida Keys capture 26% of German visitors while in Florida (in 2017)
• Tour operators reported during ITB that around 30% - 40% of all travelers from the
German-speaking markets are including The Florida Keys into their travel brochures
and itineraries.
• 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 19,900 Swiss visitors and
13,800 visitors to the Keys originate from Austria.
Travel Preferences and Trends:
• In 2018 AirBerlin (formerly LTU) filed for bankruptcy after Etihad Airlines did not
honor a financial plan and pulled the plug on Germany's number 2 airline. AirBerlin
had regular, year-round service to both Miami and Fort Myers. There was
considerable jockeying among European airlines to secure both aircraft and prized
airport slots previously held by AirBerlin.
• The winners include Eurowings, the low-cost subsidiary of Lufthansa, and Ryanair,
which will be assuming the majority of Laudamotion, an airline formed out of Niki,
which was part of the AirBerlin group.
• Eurowings will be offering flights to Fort Myers from Munich and Duesseldorf
airports. Unfortunately the direct Berlin -Miami route was not consumed by another
airline.
• Additional German-speaking market airlift to Florida includes Edelweiss (a
subsidiary of Swiss Air, also owned by Lufthansa) to Tampa and Orlando. Lufthansa
maintains daily service to both Miami and Tampa. Swiss Air connects Zurich with
Miami daily, as does Austrian Airlines from Vienna to Miami. Icelandair and Aer
Lingus are serving Orlando now. Other important European airlines are KLM and
British Airways which fly to Miami.
• With the expanded air service, lead time of bookings is expected to decrease —
particularly with the new Eurowings 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.
• Shoulder seasons have seen and will most likely continue to see increase in double
income, no kids and/or empty nesters.
• All-inclusive Caribbean vacations remain popular, whereby the typical "package
tour" consumer is not our target demographic.
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU ARE° ,J-17
• Instability in Mediterranean destinations supports travel to "similar" warm -weather
destinations such as Florida. Spain profited the most from these destination shifts,
but higher prices and crowded beaches are well -publicized in German -market
media about Spain.
• A challenge has been restrictions on inventory during average booking windows.
There will be an inventory increase in 2019 from the opening of new hotels. These
new options may help our tour operators meet this challenge.
• As technology continues to encroach on US -based receptive and international tour
operators the traditional static pricing room inventory is slowly disappearing. U.S.
hoteliers are seeking dynamic pricing contracts to better adapt to supply and
demand economics.
• US -based receptives and hoteliers are at odds with the dynamic pricing. One key
issue is the international government mandates for pricing transparency that many
international travelers require. The dynamic model eliminates large quantities of
room inventory that is already a premium in our market.
• 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 ADR's, 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 should positively affect travel to the Keys.
• German economy is stable; unemployment rate is down to 3.5% (February 2018)
which is the lowest since reunification in 1990. The unemployment rate for
Switzerland is 2.4%;(May 2018) and Austria is down over a percentage point from
2017.to 7.7%
• The U.S. still perceived as good value for price paid as well as secure.
• Consumer debt in German-speaking Europe is low compared to UK and US.
• Currency: The USD has weakened against the EUR in 2018 encouraging travel to
the U.S. and Florida.
• The USA is omnipresent in the German -language news. All of the recent
developments from Washington have created disparaging sentiment (Paris Accord
on Climate Change, Iran Nuclear Accord, imposition of international tariffs, new US
tax code, etc.) This view has and may continue to effect bookings to the US and
Florida Keys.
• The Austrian market is very similar to the German market. Most Austrian tour
operators are owned by German tour operators. Austrians continuously favor long-
distance journeys, especially to the USA. Austrians seek the security of a package
holiday. 2016 visitation numbers from Austria to the USA were reported at 198,500.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-18
• Swiss tourists to the USA typically tend to travel individually or in small groups.
They enjoy the excellent US travel infrastructure. They consider this a trademark of
the mobile American society. They enjoy the creative freedom to adapt as they
travel, which is important for a mature market with some 75% of visitors being
`repeaters'.
• Booking behavior of Swiss travelers remains very stable. Online travel agencies
retain a high market share but 50% still book at least one holiday a year in a
stationary travel agency, particularly for long -haul travel. Visitation numbers from
2016 (the latest numbers available) are at 469,000.
IIN =1W_1Ll111
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.
• Cruising is a growing desire and allows for opportunity for pre/post stays.
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. Looking for the "brag factor".
• The United States earns one half of Ireland's long haul travel market.
• Aer Lingus continues 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 stabilized but the consumer remains cost
conscious.
• Irish unemployment rate sits at 5.9%, the lowest since 2008.
• Consumer confidence is at an all-time high.
• Upper income bracket will continue to travel and seek destinations that offer unique
experiences.
THE FLORIDA KEYS& KEY REST ( COMEASYOU AIDE° ,J-19
• Business travel is on the upswing and Irish businesses are spending more on
international travel to the U.S.
• 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.
ITALY
International Traveler Profile:
• U.S. remains as the top long -haul preferred destination.
• In 2017 983,000 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 20% 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. Miami has seen the fastest growth in 2016, reaching market share of
18%.
Expenditures by Italian tourists in the U.S. are one of the highest from European
countries. Italians spend on average 10% more than British tourists.
• Average length of stay is 14 nights, with Miami being the second most popular
destination visited (#1 is NYC).
• A vast majority of Italians (55.7%) 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 12% growth, 2015
posted growth at 5% and 2016 posted a 4.2% increase over the previous two years.
2017 posted a 3.2 % increase.
• The Florida Keys has seen the fastest growth since 2009 coming 10th behind
9.Chicago, 8.Orlando, 7.Boston, 6.Washington, 5.San Francisco, 41as Vegas,
31os Angeles, 2.Miami and 1.New York City.
Travel Preferences & Trends:
• Shopping and Sightseeing are the most popular activities for Italian travelers
followed with cultural and historical activities. Visits to national parks increased with
6% in 2016.
• U.S. carriers: American Airlines, Delta and United; Italian carriers Alitalia and Air
Italy as well as Emirates Airlines and Norwegian Air offer daily non-stop service to
the U.S. During the summer more than thirty non-stop flights connect Italy to the
U.S., most of them with daily departures; this amounts to over 180 direct flights
each week. At present almost 30 direct flights per day connect Italy to the United
States in the spring and summer.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU AIDE° ,J-20
• Miami and the Florida Keys realize 65% of all Italian visitors to Florida.
• Summer peak travel period is July -mid September, with over 45% of all long haul
travel occurring during August.
• Honeymoons are a prime source of market growth.
• Pre and Post cruise excursions are on the rise.
• 63% of long haul packages include flight, accommodation, transfers and excursions,
34% flight and accommodation only and 3% fly/drive. Flight or accommodation only
does not exist in TO packages within the Italian market.
Economic Considerations:
• The Florida Keys attracts the sophisticated, upscale Italian tourist. This market
segment not adversely affected by swings in the general economic climate.
• Posting the lowest unemployment rate in 6 years (10.8%) and is the Eurozone's
fourth largest economy.
• Customs and Border Patrol (CBP) pre -clearance status would provide a big boost
in traffic to the U.S.
• LGBT outbound market is growing.
NORWAY
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 days.
• Seeking tailor made vacations.
• Summer travel occurs between mid -June and mid -September.
• Winter sun destinations are popular as they want to escape the harsh winters.
• Will research destinations on-line, but consult travel trade for actual booking.
Travel Preferences and Trends:
• Norwegians are experienced travelers, fluent in English, with time and money to
travel.
• 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 2018.
• The U.S. continues to be the preferred long -haul destination.
• Norwegians prefer "sun and coastal" destinations to escape harsh climate.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU AIDE° J-21
• 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.
Economic Considerations and Political Trends:
• Norway is one of the wealthiest countries in the world and has an unemployment
rate of 4.0%.
• Because the economy is reliant on the exportation of crude oil and natural gas
products it is vulnerable to current market fluctuations.
• Though the Norwegian kroner is considered to remain weak against the dollar,
Norwegian travelers will still travel to the U.S
• The current U.S. administration is seen negatively in the Scandinavian countries but
has no impact on travel to the U.S.
SWEDEN
International Traveler Profile:
• The United States is a favored long -haul destination for many years.
• Top three visited states are: California, New York and Florida.
• Average Length of stay is between16-21 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, while
shopping and gastronomy remain important attributes
• 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.
THE FLORIDA KEYS& KEY 4 ES ( COMEASYOU AIDE° J-22
• Direct flights to the U.S. on Norwegian and SAS 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 intereet.
Economic Considerations and Political Trends:
• Swedish economy has been strong with improved customer confidence and low
interest rates.
• The unemployment rate went down to 6.4% and appears to be stabilizing.
• Stronger dollar may weaken inbound tourism market, especially for higher priced
lodging and shopping destinations.
• Sweden has one of the EU's lowest national debt and inflation rates complemented
by a healthy banking system
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
few years 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.
THE FLORIDA KEYS& KEY WEST ( CCMEASYCU AIDE° J-23
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)
although Visit Florida has reported that year on year numbers are down for 2017.
• 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 and 2018 opens up the FKKW region to
more growth opportunity. British Airways now flies into Fort Lauderdale 4 times a
week.
• 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:
• 1.5% projected UK GDP growth in 2018.
• 2.7% projected UK consumer price inflation in 2018.
• 1.1 % projected UK consumer spending growth in 2018.
• 31 % projected share of spending on housing and utilities in 2030.
• UK economic growth slowed in 2017 as inflation rose sharply, squeezing household
spending power.
• UK growth projected to remain modest at around 1.5% in 2018 and 1.6% in 2019.
This is due to continued subdued real consumer spending growth and the drag on
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU AIDE° ,J-24
business investment from ongoing economic and political uncertainty relating to the
outcome of the Brexit negotiations.
• The stronger global and Eurozone economies, and the competitive value of the
pound particularly against the euro, should also boost exports, however, which will
offer some support for overall UK GDP growth.
• Service sector growth should remain modest but positive in 2018-19, while
manufacturing retains momentum after ending 2017 strongly. But the construction
sector has fallen back due to the weakness of commercial property investment and
this looks set to continue this year.
• London has outperformed other UK regions for most of the past 20 years, but its
growth rate looks set to fall back to close to the UK average in 2018-19. The North
and Midlands are benefitting from stronger manufacturing growth recently.
• The Bank of England could raise interest rates once or twice this year, though the
pace of increase will remain limited and gradual.
THE FLORIDAS 4ES ( COMEASYOUARP ,J-25
Asia
X:iTL1_1
International Traveler Profile:
• Massive outbound market, #1 in the world with 130 million outbound Chinese
Travelers in 2017
• U.S. is a popular destination for long -haul travel (over 3 million in 2017) projected to
triple in the next 5 years.
• 91 % of the travelers are below 44 years old.
• Florida is one of the most popular destinations for second -time U.S. visitors from
China.
• Popularity of escorted motor coach tours is still preeminent. Group travelers
represent 44% of the Chinese outbound travelers.
• Foreign individual/independent travel (FIT) is soaring, up 27% last year reaching
now 42% overall.
• In-depth cultural and authentic experiences are the primary attractions sought.
• Average length of stay in the US is 11 nights (4-6 nights in Florida, with one,
possibly 2 nights in Key West).
• Within the State of Florida, Key West is highly sought destination in part due to ties
with Ernest Hemingway, the iconic 7 Mile Bridge and the film "True Lies."
Travel Preferences and Trends:
• New York, California and Las Vegas are the most popular destinations with Florida
rising quickly.
• Shopping (25% of travel expenditures) is still the primary activity. Visiting
iconic/historical places and engaging in cultural heritage rank 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.
• 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).
• New trends: Genuine Experiences, Medical and Education Tourism.
Economic Considerations and Political Trends:
• #1 per person, per trip spender to the US at $7,164 (growing annually 9 to 10%)
• 16 daily direct flights to the US with 4.8 million seats annually. Florida direct flights
are in development.
• China is building 66 new airports in Tier 2 cities.
• Exchange rate not an influential factor. The Chinese RMB appreciates vs the USD
regularly.
THE FLORIDA KEYS& KEY WEST ( CCMEASYCU ARE° ,J-26
• The middle class is soaring with over 300 million in 2017 to reach 600 million by
2020 (50% of the population) 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. 900 million active daily users.
Over 90% of Tier 1 residents use We Chat. Average user is on WeChat for over 90
minutes a day. With such a large user base mobile advertising is critical to access
the Chinese market.
• Issues to watch: aggressive competition from Canada, New Zealand and Australia-,
visa rejections for groups increased in 2017
LATIN AMERICA
ARGENTINA
International Traveler Profile:
• 1 million U.S. visitors in 2017, 43,000 to the Keys.
• Double digit visitor increase each of the past 2 years
• Increase of direct flight services from Buenos Aires and added from Cordoba to
Miami.
• Travel visa is required but has not negatively influenced travel decisions
Travel Preferences and Trends:
• Travel is a lifestyle for Argentineans.
• Florida is one of their favorite destinations with Miami and Orlando being their top
choices.
• Repeat travelers are branching out to new Florida destinations.
• Argentines spend on average $5,000 per person on travel expenses.
• Number of travelers varies depending on the season
• Peak travel times during their summer (Dec. to Feb.) and winter holidays (July).
Economic Considerations and Political Trends:
• Vast agricultural and mineral resources
• A highly educated population.
• U.S. is a popular travel destination for business and vacation (Bleisure travel.)
• Travel and Tourism Services are a stabile business sector throughout the other
highs and lows.
• Unemployment rate grew from 7.2% to 9.1 % in June 2018.
• 2018 GDP, displaying nominal growth
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU ARE° ,J-27
BRAZIL
International Traveler Profile:
• 1.7 million U.S. visitors 2016 (representing a growth of 323% since 2006)
• Top three visited cities last year were Orlando, Miami and New York City.
• 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 17.6 days in advance of travel.
• Brazilians tend to travel to Florida in December and January followed by school
breaks in July.
• Enjoy 30 days paid vacation per year, 13 paid holidays, a 13t" month salary and a
vacation bonus.
• Average spending is $6,700 per visit.
Travel Preferences and Trends:
• 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.
• Direct flight service to Orlando
• New weekly flights are planned for Miami and Fort Lauderdale generating over 100
flights a week
• Brazilians use the internet (139 million users) as a key planning and researching
tool. 50% of Brazilians use a travel agent to organize outbound trips
• Favorite past times are shopping (88%), sightseeing (75%), theme parks, nightlife
and dining.
• 52% of outbound travelers vacationed with their family.
• Brazil has 10,000 travel agencies working with 200 tour operators focusing on
international travel.
Economic Considerations:
• Unemployment rate remains over 12%, the 2nd highest in the developed world.
• GDP grew 0.4% in the 1st quarter of 2018 was the lowest growth rate since 2nd
quarter of 2017.
• During the economic challenges there has been a decrease in the outbound travel
to the US.
• Tour operators and airlines are moderating prices to stimulate passenger growth in
the outbound tourism sector.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU AIDE° ,J-28
MICE (Meetings, Incentive, Corporate and Exhibitions)
Overview
The US Meetings, Incentive, Convention and Exhibition (MICE) sector continues to
show positive growth at a sustainable rate. Bookings for annual programs are moving
forward for calendar year 2019 and into the first quarter of 2020. Forecasters are
attributing this confidence to the historic low unemployment rate (as reported by the
U.S. Labor Bureau), gains in the stock market (year on year) as well as the recent
corporate tax cuts
Additional indicators outside the federal reporting agencies include the sustained
lengthening of program planning and booking window trends. Budgeting for future
events is holding steady, even with the aggressive rate strategies employed by the
lodging industry. The most commonly selected destinations for incentive group travel
are now the USA, Caribbean, Hawaii and Mexico.
Incentive travel budgets can range anywhere between $3,000 and $4,000 per person
although approximately 40% of the industry spends more than that. Average per -person
spend will increase by 4% over last year with the current average per person spend
hovering around $3,755. Unfortunately this is not keeping pace with the increase of
expenses. Maximizing return on investment strategies along with transportation and
food/beverage costs contribute significantly to these cost increases and quickly exhaust
these budget gains.
Of key interest is the commission reduction by national chains to MICE planners. In
early 2018, Marriott, IHG and Hilton announced a 3% reduction to the MICE planner
with staggered implementation throughout 2018. It is too early to fully understand the
effect of this change. This development will be monitored closely.
In the early part of this decade properties began changing their revenue mix. The
leisure transient marketplace offered a higher rate than discounted MICE opportunities.
Lodging was able to implement an aggressive rate model to maximize revenue from the
leisure demand. This model placed little emphasis on the MICE market. To meet their
budgets MICE planners began looking at lower cost destinations.
With the introduction of new inventory over past few years, the leisure market has been
able to spread out. Due to this increase in inventory properties began opening up more
room allotments for groups to make up for the weakening leisure demand. The MICE
market, along with it's built in F&B revenue, once again became an attractive revenue
source.
Current MICE planners are seeing a higher priority placed on new destinations and
unique experiences. Additional trends include wellness/well-being components,
physical activities, safety and healthy food and beverage options. These new priorities
are well matched for the resources in Florida Keys and Key West.
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU AIDE° J-29
The destination is uniquely positioned with the upcoming increase in product inventory
from both new building and rejuvenated inventory. The Middle and Upper Keys are at
the forefront of these benefits. The unveiling of two new destination resorts with
dedicated meeting space and several renovated resorts has generated strong interest
from the industry.
Many MICE programs were placed on hold during and immediately after our fall storm.
Most properties maintained solicitation of future events, which kept the destination in the
forefront of buyers. MICE planners perceive our situation as a massive renovation
project and less of a negative stigma on the destination.
We will continue to position the Florida Keys and Key West as a unique travel
experience highlighting the destination's flexibility and depth of offerings suited for a
variety of attendees. Planners' response is strongly positive when we position ourselves
as the perfect alternative to offshore Caribbean destinations. They value this option as
it eliminates many of the obstacles they face with international travel, but still benefit
from an "island" destination experience.
THE FLORIDA S WEST ( CCME SY" U AIDE° J-30
DOMESTIC OVERVIEW
The Florida Keys and Key West has gone through significant changes during the past
twelve months and will continue to do so as we look forward to 2019. During this time
period, our existing lodging inventory has improved dramatically as major property
renovations come to a close. We are also expected to receive over 400 brand new
units in the districts of Marathon and Key Largo, providing more options for the
consumer to consider. As these new and existing units come online, we can expect
REVPAR increases to plateau; a trend we've been monitoring for the past few years.
Forecasting more than just a few weeks in advance continues to be a challenge due to
several factors including consumer perception, fluctuating lodging inventory, hotel
ownership return on investment and an influx of vacation rentals providing intrinsic
value. The need for maximizing revenue and occupancy through daily rate strategies
and online dynamic pricing will continue to be of utmost importance for our lodging
partners and their owners. At the same time maintaining an expected level of service in
order to maintain our positioning as an upmarket destination presents more challenges,
most especially during the summer season when the demographic shifts to the drive
down, family market.
From 2018 to 2019, the predictable patterns of travel from certain regions in the U.S.
throughout the year will not change as they are dictated by the consumer wanting to
escape a harsh climate, the need for downtime, etc. Although these rhythms are
predictable, they are influenced by factors outside of anyone's control- weather,
personal finances, political uncertainty (or instability) and leisure time constraints. As
always, 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 are continuing to show year over
year growth, as well as provide longer length of stay include destinations like Colorado
and the west coast (including California) where summers are fleeting and watersports
activities are limited. Studies show that these regions are attracted to our shoulder
season months, when it's less humid and threats of hurricane season are lower.
As we look forward to winter of 2019, we will consider several components to engage in
sales and promotional efforts that will take into consideration the consumer's buying and
decision making cycles. Several important factors that are working in our favor include
the following-
1. Increase in lodging inventory -
a. Existing properties have conducted major property renovations bringing a
fresh new look to the destination overall, as well as over 400 newly
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU ARE° J-31
developed units providing more diversity in the type of visitors the
destination attracts.
2. Additional airlift nonstop to EYW
a. The continuation of the seasonal nonstop flights from Chicago O'Hare,
Newark and Washington Reagan National provide a more convenient
option for a winter escape in our upscale feeder markets.
b. Year round flights through Charlotte, Miami, Atlanta and central/southwest
Florida airports continue to support our shoulder and off season business.
c. The addition of a nonstop flight through Dallas/Fort Worth encourages our
late spring and summer visitors from this region. Being one of American
Airline's largest hubs, the DFW flight has potential to serve as a gateway
connection for consumers from the western region of the United States.
3. Stateside vacationing -
a. The domestic economy continues to be stable, unemployment is currently
at a historic low, consumer confidence is high, and there is a sense of
security to remain within the U.S. boarders. The Florida Keys and Key
West becomes an attractive vacation option as we offer the allure of an
offshore destination, a variety of activities, excellent food, live music and a
uniqueness not found in any other seaside destination.
The demographic of our visitors does not change much, however remains as diverse as
the activities and accommodations found throughout the destination. Double income
families and couples, empty nesters, and multigenerational families are as prominent as
ever before. The need for an escape to a tropical, fun and safe destination like the
Keys is the perfect place to relax, reconnect as a family unit and enjoy stepping away
from their busy everyday lives. Millennials continue to be a market that is growing in
popularity, especially to destinations that provide a uniqueness and strong local culture.
This group wants to feel good about where they are going, they tend to experience
more local activities, support local businesses, and steer toward accommodations that
are out of the norm. Vacation home rentals, and Air B&B are popular among the
millennials due to the ease of booking via smartphone apps and the fact that they can
experience a destination "like a local." They embrace destinations that focus on eco-
adventure and environmentally sustainable activities. Staying connected through social
media channels is important to them as they love to share experiences in real time.
The overall perception of the Florida Keys and Key West continues to hold an emotional
connection with our visitors, both new and repeat. We remain as an upscale luxury
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-32
destination and over the years, we have built trustworthy relationships with high end
luxury travel networks like Virtuoso, Pleasant Holidays, and Delta Vacations. These
relationships have created a secondary sales force for the Florida Keys and Key West
and we plan to continue nurturing these relationships. This is especially important as
our newly renovated hotels and brand new accommodations continue to open through
the 2019 fiscal year.
THE FLORIDA S WEST ( COMEASYOUAREP J-33
GAY/LESBIAN MARKET PROFILE
The majority of LGBTQ 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. LGBTQ travelers to the Florida Keys
continue to come from the same markets as mainstream travelers with a few variations.
The Florida drive down markets continue to be the top area of origin for LGBTQ visitors
followed by the tri-state New York City metropolitan market, the Northeast/Boston metro
area, the mid Atlantic (Philadelphia/Baltimore/Washington), Chicago and Atlanta.
Summer LGBTQ visitors tend to come from the Florida drive down markets, Texas and
the Midwest.
Community Marketing and Insights, Inc. (CMI) 2017 annual market research of 3,703
self -identified members of the domestic LGBTQ market segment reports that on
average in the past 12 months-
0 LGBTQ participants took 3.2 vacation or leisure trips
• 1.4 business trips
• 2.3 trips primarily to visit family or friends
Significant CMI cohort attributes are-
0 Cross generation analysis- Millennials, Gen X and Boomers
• 39% have an income over $100,000
• 34% married
The CMI report ranks the importance of the following destination attributes as-
1. scenic or natural beauty
2. a destination's reputation as LGBTQ friendly
3. food and restaurants
Research continues to show that LGBTQ travelers have very strong preferences-
0 Warm weather
• Safety
• Beaches/water activities
• Authenticity
• Culture/history
The Florida Keys and Key West checks all the boxes. The political climate has drawn
attention to those areas where LGBTQ "friendly" is the norm. The perception of "safety"
is especially important to this demographic. LGBTQ visitors to the Keys know that they
will be safe from both harassment and judgement, and the destination's marketing
THE FLORIDA KEYS& KEY WEST ( CCMEASYOU ARE° ,J-34
messages of "Come as you are" and "Close to perfect, far from normal" resonate with
the LGBTQ demographic as genuine, authentic.
The most popular LGBTQ honeymoon destinations are Europe and beach destinations.
Florida ranks after Europe, Hawaii, California, the Caribbean and Mexico. Traveling
with their partner of 5 years or more stated that the number one reason for travel the
past year was "just to have fun with their partner."
In April 2018, the LGBTQ Visitor Center in Key West moved to its new location on world
famous Duval Street. The foot traffic has increased immediately and exponentially. As
the oldest LGBTQ destination marketing organization in the U.S., the Key West
Business Guild operates the Visitor Center as a key component of its outreach. The
Duval Street location has already proven to be a valued strategic resource in cultivating
the LGBTQ awareness.
The competition for the "pink travel dollar" continues as more destinations pursue the
LGBTQ market. Key West and the Florida Keys continue to strive for better, more
innovative ways to reach the LGBTQ market and strengthen its market share. In
addition to consumer outreach at Pride events and street fairs next year, it is
recommended that this destination participate in and establish a highly visible presence
at World Pride 2019, where for the first time ever World Pride will be held in the U.S.
Given that the estimated attendance at the event will be 4 million people, Key West and
the Florida Keys will have an unprecedented opportunity to reach this important
demographic with its message of "One Human Family."
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU AIDE° J-35
2018-2019 SALES ACTIVITY CALENDAR
OCTOBER 2018
October 6-7
Florida Sportsman Expo
Tampa, FL
Registration- $1,000
Jim De Keyrel
The Florida Sportsman Expo is held at Florida State Fairgrounds and has 88,000 sq.ft.
of inside (a/c) for exhibitors as well as gated secure outside areas. This regional event
has 6 stages continually running seminars all day on inshore, offshore, fly fishing,
hunting, kayaking and fishing from beach and piers. There is also a popular "hands-on"
Bait, Rig & Tackle Academy and Casting Pond where attendees get to learn new
techniques and tips. This show provides regional exposure to an important
demographic (fishing and local Florida) for our destination.
October 9-12
Travel Industry Exchange
West Palm Beach, FL
Registration- $5775
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.
October TBD
UK Familiarization Visit
Florida Keys, FL
Registration- N/A
Nida Kapadia/Sabine Chilton
Our UK agency, Axis Travel Marketing, will be co -hosting a group of international 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.
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU ARE° ,J-36
MONROECOUNTY TOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING FLAN
October 12-14
Atlanta Pride
Atlanta, GA
Registration: $1780 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 multiple 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 16-18
IMEX-America
America's Worldwide Exhibition for Incentive Travel, Meetings and Events
Las Vegas, NV
Registration: $57,500 Jack Meier
IMEX America has grown rapidly since it first debuted over seven 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 22-25
Pleasant Holidays Fall 2018 Road Shows
San Diego/Los Angeles/San Francisco/Seattle
Registration: $4500 Liana Pyne
Pleasant Holidays is a high end travel agent network dedicated to creating customized
vacations for its clients. The Fall 2018 Road Shows are taking place in 4 growing
markets Florida Keys and Key West 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.
THE FLORIDA KEYSKEYS& KEY WEST ( CCMEASYCU ARE° ,J-37
NOVEMBER 2018
November 1-5
Greater Palm Springs Pride
Palm Springs, CA
Registration- $1970
Guy Ross
This is the fourth 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 31 st 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 5-7
World Travel Market
London, England
Registration- $65,000
Axis Travel Mktg/Jim De Keyrel/S Chilton
Co-op participation available at $1000 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 Florida
specific pavilion for Florida 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
November 5-8
Wedding MBA
Las Vegas, NV
Registration- $3520
Co-op Participation available at $500 per partner
Liana Pyne
Wedding MBA is the world's largest business conference for all categories of wedding
professionals. Thousands of business owners and decision makers attend to shop for
THE FLORIDA KEYS& KEY WEST ( CCMEASY°CU ARE° J-38
MONROECOUNTY TOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING FLAN
new products and services through both a 2 day trade show format along with several
networking events, speaking opportunities, seminars and sponsorships.
November 14-17
DEMA
Las Vegas, NV
Registration: $6185 Dive Umbrella/Yves Vrielynck
Co-op Participation available at $350 per partner
DEMA Show 2018 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 Las Vegas(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 known dive destinations in the world. Industry participation is encouraged but will
be limited.
DECEMBER 2018
December TBD
Receptive Operator Presentations, Appreciation Luncheon and Destination
Training
Miami, 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 KEYSKEYS& KEY WEST ( COMEASYOU ARE° ,J-39
December 13-16
INTER[action]
San Diego, CA
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 San Diego. 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 2018-2019.
December TBD
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 2019
January 12-13
Chicago Travel and Adventure Show
Chicago, IL
Registration- $6165 Jack Meier/Jim De Keyrel
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 greater
Chicago -land area continues to be one of our key winter feeder domestic markets, most
especially with seasonal direct flights from ORD airport.
THE FLORIDA KEYS& KEY WEST ( COMEASY°OU ARE° ,J-40
January 25-27
New York Times Travel Show
New York, NY
Registration- $7600 Liana Pyne/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. Direct
flights from EWR to EYW are available for sale during this time period which can help
capture late February/March and Easter break travel.
FEBRUARY 2019
February 3-5
IPEC 2019
San Antonio, TX
Registration- $3000
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 9-10
Boston Travel and Adventure Show
Boston, MA
Registration- $6165 Liana Pyne
Co-op participation available at no charge.
Brochure distribution available at $200 per property.
magazine, The Travel Channel and the Food Network are the key media sponsors of
this event, insuring high end media and travel professional exposure. 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.
February 16-17
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.
February 16-17
Los Angeles Travel and Adventure Show
Los Angeles, CA
Registration- $6165 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 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.
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-42
February 20-22
Connect: Travel Marketplace
Orlando, FL
Registration- $6500 Sabine Chilton
Connect Travel Marketplace is an International travel show, specifically designed to
address industry needs. The show format includes two days of computer generated pre -
scheduled appointments based on mutual requests. It is exclusively formatted to
promote Florida products to the international tour operators in the FIT marketplace.
February 22-27
Outdoor Adventure Show
Toronto, Canada
Registration- $5000 Guy Ross
Co-op participation available at no charge.
Brochure Distribution available at $200 per property.
The Outdoor Adventure Shows are the largest consumer events in Canada that joins
buyers and sellers of outdoor adventure products and services. The U.S. based
adventure traveler has proven to be a successful promotional opportunity for the
destination and based on this momentum, we are reaching out to the lucrative Canadian
market. Over 30,000 consumers attended the Toronto show in 2018 and the
destination was well received as a viable alternative for active, outdoor vacation
destinations.
February 23-24
Denver Travel and Adventure Show
Denver, CO
Registration- $6165 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
THE FLORIDA KEYS& KEY 4ES ( COMEASY°OU ARE° ,J-43
pre -qualified travelers. The Travel Channel or other key media partners sponsor these
events, insuring high end media and travel professional exposure. 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.
MARCH 2O19
March 3-6
Incentive Live
Chicago, IL
Registration- $9000
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 4-6
Visit USA Italy Showcase
Bergamo, Italy
Registration- $6500 Covered by Axis Axis Travel Marketing/Y Vrielynck
Just prior to ITB, delegates from the U.S. will be traveling to Bergamo, 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.
March 6-10
ITB
Berlin, Germany
Registration- $40,000 Get It Across Marketing/ Jim De Keyrel/Y.Vrielynck
Co -opportunities available at $1000 per property.
Brochure distribution available at $250 per property.
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
THE FLORIDA KEYS& KEY 4 ES ( COMEASYOU ARE° ,J-44
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 9-10
Philadelphia Travel and Adventure Show
Philadelphia, PA
Registration- $6165 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
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.
March 16-17
Washington Travel and Adventure Show
Washington, DC
Registration- $6165 Liana Pyne
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.
THE FLORIDA KEYS& KEY REST ( COMEASY°OU ARE° ,J-45
March 23-24
Atlanta Travel Show
Atlanta, GA
Registration- $6000 Liana Pyne/ Jim De Keyrel
Co-op participation available at no charge.
Brochure Distribution available at $200 per property
The Atlanta Travel Show is a great opportunity to meet face to face with thousands of
affluent travelers from the 9t" largest populated metropolitan area in the country.
Considered the fastest growing top 10 market in the US and home to the busiest
passenger airport in the world, Atlanta is especially important for the Florida Keys and
Key West. Delta Airlines operates nonstop flights to and from the Key West
International Airport as well as other major south Florida airports serving as a gateway
to the Florida Keys.
March 29-31
Beneath the Sea Dive Show
Secaucus, NJ
Registration- $6150 Covered by Dive Umbrella
Co-op participation available at $350
Yves Vrielynck
This scuba show caters to the dive consumer in the lucrative Northeast corridor. This is
the 43rd annual consumer dive and 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.
THE FLORIDA KEYS& KEY WEST ( CCMEASYCU ARE° ,J-46
March 30-31
Dallas Travel and Adventure Show
Dallas, TX
Registration- $6165 Jack Meier
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.
March TBD
The Dinah 2019
Palm Springs, CA
Registration- $3000(sponsor) Guy Ross
After our third successful year as a Bronze Sponsor at The Dinah 2018, the Florida
Keys will look forward to building more awareness and exposure with an onsite display
and promotion in 2019. 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 ( CCMEASY°CU ARE° J-47
MONROECOUNTY TOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING FLAN
MAY 2019
May 4-5
The Scuba Show
Long Beach, CA
Registration: $6500 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.
May TBD
DWHSA Romance Travel University
Registration: $2295 Liana Pyne
Destination Wedding and Honeymoon Specialist Association (DWHSA) is a group of
working travel agents that specialize on selling romance travel, with over 800 members.
The Romance Travel University is the annual conference where suppliers have the
opportunity to have 1 on 1 appointments over 3 days with travel agents specifically
selling destination weddings and honeymoons. The Florida Keys and Key West are a
perfect alternative for couples looking for a Caribbean beach wedding, but prefer to stay
within the United States. Participation at this show is vital in pursuing this popular niche
market.
THE FLORIDA KEYSKEYS& KEY WEST ( CCMEASYCU ARE° ,J-48
JUNE 2019
June 1-5
IPW
Anaheim, CA
Registration- $45,000
Y Vrielynck/S Chilton/J De Keyrel
Co-op participation available by registering directly with USTOA for a badge.
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.
June 24-30
World Pride 2019
New York, NY
Registration- $40,000
Guy Ross
For the first time ever World Pride will be held in the United States. New York City will
serve as the proud host of this global celebration of the LGBTQ community. This
worldwide event will coincide with the 50th annual commemoration of the 1969
Stonewall Uprising, one of the most significant moments of the gay liberation
movement. It is expected to be one of the largest LGBTQ events ever held and the
Florida Keys and Key West expects to participate in the grand parade on Sunday June
30, 2019 which will be covered on cable TV and live streamed around the world.
AUGUST 2019
August 10-16 (TBD)
Virtuoso Travel Week
Las Vegas, NV
Registration- $55,000
Liana Pyne/Y Vrielynck/Jim De Keyrel
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
THE FLORIDA KEYS& KEY WEST ( CCiEASYCU ARE° ,J-49
MONROECOUNTY TOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING FLAN
in front of as many travel agents as possible under one roof. The TDC also participates
in the Destination Showcase as well as Community Globetrotting Showcase which are
specialized events within the Virtuoso Travel Week agenda.
August 11-13 (TBD)
North Halsted Market Days
Chicago, IL
Registration: $7100 Guy Ross
Northalsted Market Days has been produced annually for the last 37 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 29-31(TBD)
La Cita de las Americas
Daytona Beach, 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.
THE FLORIDA KEYSKEYS& KEY WEST ( CCMEASYCU ARE° ,J-50
SEPTEMBER 2019
September 16-20
ATWA World Summit
Gottenburg, Sweden
Registration- $3000
J De Keyrel/Y. Vrielynck
The Adventure Travel Trade Association World Summit (ATWS) delivers a premier
international forum for executive -level industry networking, multi -disciplinary sessions
aimed at sustainable tourism and solutions -oriented dialogue, debate, and deliberation
on critical topics. This three-day event will afford our destination to exhibit amongst
world-renowned adventure and eco-friendly destinations and participate in a mix of
strategic and tactical interactive roundtables, workshops and forums with a focus on
sustainable tourism.
September 21-22(TBD)
Delta Vacation University
Atlanta, GA (TBD)
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 MILT 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
IFTM and Tour Operator Presentations
Paris, France
Registration- $6000
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
THE FLORIDA KEYS& KEY WEST ( COMEASYOU ARE° ,J-51
conduct a week of sales calls in Paris focusing on retail travel agencies and tour
operator training. France continues rank within 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- $1650 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 show producer has added the Florida Keys as a
dive destination to his portfolio after our first time participating at the Dream Weaver
Travel Show 3 years ago.
Ongoing Sales Efforts
Destination Days
Sales Staff
Presentations and destination training will be conducted to travel trade professionals in
various markets. Examples of these travel trade professionals include Liberty Travel,
Travel Impressions, Mark Travel Company, AAA Auto Clubs and Virtuoso Travel
Agency Affiliates.
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.
THE FLORIDA KEYS& KEY WEST ( CCMEASYCU ARE° ,J-52
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 REST ( COMEASY°OU ARE° ,J-53
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects -
SCOPE OF SERVICES in FY 2018 2019
Axis Travel Marketing Ltd
October 015t, 2018 — September 30th, 2019
UK, Scandianavia, Italy
Basic Services
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 (Get it Across)
Other operating costs
THE FLORIDA KEYS& KEY 4 ES ( OOMEASY°OU ARE° ,J-54
Operating Budget
Costs Expenses Fee Total
1) RESOURCES - TO INCLUDE TRAVEL TRADE SALES CALL AND TRAININGS.
(travel trade sales calls, trainings, ad hoc opportunities) 9,300.00 0.00 0.00 9,300.00
2) SPECIALISED SHOWS: Booth & Assistance
WORLD TRAVEL MARKET -LONDON 5-8 NOV 2018
TDC
(covers app. scheduling, booth assist./ booth manning) Budget 3,500.00 3,000.00 6,500.00
INTERNATIONAL POWWOW (IPW) - ANAHEIM 1-5 JUNE 2019
TDC
(covers app. scheduling, booth assist./ booth manning) Budget 4,000.00 2,000.00 6,000.00
3) TRAVEL TRADE EVENTS
Italy: TTG Rimini 13 - 15 October 2018
UK: Visit Florida Irish Travel Agent Roadshow - January
2019
Norway: Travelmatch 24 January 2019
Italy: Showcase USA March 2019
UK: Visit USA Summer Networking/Update Event - Summer 2019 Date TBC
UK: Visit Florida Summer Networking/Update Event - Summer 2019 Date
TBC
Sweden: Discover America Trade Workshops x 3 Workshops - Sept 2019
UK: Visit USA Winter Travel Agent Roadshow
4) CONSUMER SHOW EVENTS
Sweden: Swansons Consumer Day - 2 March 2019
Denmark: FDM Consumer Travel Show - 4 March 2019
5) UK SALES MISSION
(covers app. scheduling, event organisation, logistics, transportation)
6) UK FAM TRIP
(covers flights, qualified attendee sourcing, Axis hosting)
6,500.00 2,000.00 2,000.00 10,500.00
1,600.00
1,400.00
1,000.00
4,000.00
3,500.00
1,500.00
2,000.00
7,000.00
7,150.00
1,000.00
1,000.00
9,150.00
800.00
500.00
1,000.00
2,300.00
2,100.00
900.00
1,500.00
4,500.00
3,000.00
2,000.00
3,000.00
8,000.00
2,500.00
1,500.00
3,000.00
7,000.00
1,000.00 500.00 1,000.00 2,500.00
1,000.00 500.00 1,000.00 2,500.00
8,000.00 1,500.00 3,000.00 12,500.00
5,000.00 500.00 2,000.00 7,500.00
8) JOINT MARKETING ACTIVITY
UKx5
Scandinavia x 2
Italy x 1
9) FKKW CONSUMER PROMOTION
Innovative VR/AR promotion addressing wider market
place
10) KEY LIME ACADEMY EDUCATION CAMPAIGN
Coordinate and implement awareness campaign to grow graduates by 25%
11) MISCELLAENOUS ACTIVITY
Visit USA Ireland Membership
Visit USA UK Membership
UK Website Updates
Quarterly Trade Newsletters
12) UK AND SCANDINAVIA PRODUCT INVENTORY REVIEW
FY 18 - 19 inventory and analysis
Total Operating Budget
17,250.00
0.00 5,000.00
22,250.00
4,300.00
0.00 1,000.00
5,300.00
3,450.00
0.00 1,000.00
4,450.00
13,000.00 500.00 2,000.00 15,500.00
5,000.00 0.00 2,000.00 7,000.00
1,000.00
0.00
0.00
1,000.00
1,000.00
0.00
0.00
1,000.00
0.00
0.00
1,500.00
1,500.00
1,000.00
0.00
1,000.00
2,000.00
0.00 0.00 3,750.00 3,750.00
104,950.00 22,800.00 46,750.00 174,500.00
Total Operating Budget 174,500.00
THE FLORIDA KEYSKEYS& KEY WEST ( COMEASYOUARP ,J-56
SCOPE OF SERVICES in FY 2018
Get It Across Marketing
October 015t, 2018 — September 30th, 2019
All costs in USD, calculated at an exchange rate of EUR 1.00 = USD 1.20
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 (stand up paddling, gay & lesbian, outdoorsports, culinary)
Misc. operating costs
Total Basic Services (per month USD 3000)
36000.00
Operating Budget
EUR 1.00 = USD 1.20
Costs Fee Total
1) SALES MISSION & CALLS
Sales Mission, November 2018 3500.00 3500.00 7000.00
covers app. scheduling, organisation and travel expenses
Sales Calls Niche Markets & BeNeLux 1500.00 1000.00 2500.00
Toup operators (SUP, Diving, Gay, Wedding, Fishing, Incentive)
2) SPECIALIZED SHOWS: Booth & Assistance
THE FLORIDA KEYSKEYS& KEY WEST ( COMEASYOUAREP J-57
ITB 2019. Berlin. March 06-10. 2019:
(covers app. scheduling, booth assist./ booth manning)
2500.00
3500.00
IMEX 2019, Frankfurt, May 2019:
(covers app. scheduling, booth assist./ booth manning)
5000.00
3500.00
Gay Programs 2019 - Germany
Gay Prides in July 2019
4000.00
3000.00
GLBT Promotions
6000.00
2500.00
3) TRAVEL TRADE TRAININGS / ROADSHOWS / SEMINARS / WEBINARS
FTI Touristik Roadshow, Oct 2018
6000.00
2500.00
(covers registration, travel and coordination)
VISIT USA Seminar Switzerland, Feb 2019:
4500.00
2000.00
Registration, travel and coordination
VISIT USA Seminar Austria, Nov 2018
4500.00
2000.00
Registration, travel and coordination + Workshop
VISIT Florida Roadshow, Spring 2019
7000.00
2000.00
Registration, travel and coordination
VISIT USA Germany Webinar, TBD FY2019
500.00
1000.00
Registration and coordination
Tour Operator Webinar, TBD FY2019
3500.00
1000.00
Registration and coordination
Additional Travel Aaent Trainina Workshons
4000.00
2000.00
Registration, travel and coordination (tbd)
4) GERMAN FLORIDA KEYS NEWSLETTER
Prod. & Translation of German language print Newsletter 7500.00
5) ONLINE ACTIVITIES (MINI SITE & KEY LIME ACADEMY)
Coordination of updates/changes
-I I
8500.00
7000.00
8500.00
8500.00
6500.00
6500.00
EITIT9119TI,
1500.00
F
3000.00 10500.00
1000.00 1000.00
J-58
6) TRADE PARTNER COOP & AFFINITY MARKETING PROGRAMS
German Marketing Programs
Affinity Marketing Program
Swiss Marketing Programs
Austria Marketing Programs
BeNeLux Marketing Program
7) GERMANY PRODUCT INVENTORY
- Summer 2018 inventory and analysis
8) CONSUMER TRAVEL SHOWS & EVENTS
Consumer Event with Visit USA (Dec)
Additional Consumer Events (tbd)
Brochure Distribution: Stuttgart, Hamburg, Munich
Brochure Distribution: Austria
Brochure Distribution: Switzerland
Brochure Distribution BENELUX
9) FAM TRIP
Travel Expenses, Coordination
10) OFFICE RESOURCES
Total Operating Budget
18000.00
5000.00
23000.00
10000.00
2500.00
12500.00
8000.00
2500.00
10500.00
4000.00
1000.00
5000.00
4000.00
1000.00
5000.00
3750.00 3750.00
1400.00
1100.00
2500.00
2700.00
1300.00
4000.00
2000.00
1000.00
3000.00
500.00
250.00
750.00
500.00
250.00
750.00
2000.00
750.00
2750.00
4000.00 3000.00 7000.00
500.00 500.00
117600.00 56900.00 174500.00
Total Operating Budget 174500.00
THE FLORIDA KEYS& KEY 4 ES ( COMEASYOUARF ,J-59
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)
$3900
National Gay and Lesbian Chamber of Commerce
$100
International Gay and Lesbian Chamber of Commerce
$325
Total Memberships $20,730
THE FLORIDA KEYS& KEY 4 ES ( CCMEASY°CU ARE° J-60
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 planner 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 ( COMEASY°OU ARE° ,J-61
BUDGET
Promotional Activities $433,290
Travel Expenses $190,000
Postage/Phone/Xerox $35,000
Memberships $20,730
Entertainment $10,000
Axis Travel Marketing/Get It Across $449,000
Resources $105,980
TOTAL LINE ITEMS $1,244,000
THE FLORIDA KEYS& KEY 4 ES ( COMEASYOUARP ,J-62
MONRt ECOUNTYTOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING PLAN
K. Public Relations
Introduction
Visitors from around the world are drawn to the Florida Keys to experience the island
chain's priceless natural resources. Protection of those resources began with the
establishment of the Keys' first wildlife refuge more than 100 years ago, initiating a
dedicated commitment to long-term environmental stewardship. Communicating that
focus on stewardship is an integral part of NewmanPR's 2018-19 public relations
strategy for the Monroe County Tourist Development Council.
Utilizing mainstream, traditional, online and social media, NewmanPR is to increase
awareness and positive image of the Florida Keys to media and consumer audiences.
Messaging will emphasize the tangible and intangible value of a Keys vacation,
positioning the island chain as a place to enjoy genuine and meaningful experiences, a
relaxing escape from the pressures of everyday life and activities that spotlight a unique
and intriguing natural world.
Linked by the overall theme of "Connect and Protect," 2018-19 promotions are to focus
on sustainable tourism and experiential, environmental, cultural and soft -adventure
activities including diving and fishing. The theme was chosen to encourage forging a
personal connection with the destination and its unique environment, while incorporating
positive eco-activities and transformational experiences into the Keys vacation.
The agency plans to communicate the message to media and consumers through two
programs focusing on the Keys' significant sustainable travel offerings, natural
experiences, environmental attractions and ways visitors can respectfully explore the
destination.
Other major programs are to highlight indigenous cuisine and participatory activities for
the culinary traveler, target both established and new LGBTQ market segments, and
spotlight specific elements that appeal to wedding, honeymoon and multigenerational
vacationers.
In addition, the agency is to establish an alliance to facilitate ongoing outreach to the
increasingly consequential Chinese market.
Initiatives are to promote the relevant attributes of the destination as a whole, while also
highlighting the distinct "personality" and attractions of each of the five Keys districts.
During almost four decades as the Florida Keys' public relations agency of record,
NewmanPR has secured media exposure for the destination that is valued at many
times the TDC's PR promotional budget.
In the coming year, the agency is to use its strong network of mainstream and online
media contacts and qualified social media influencers — and its established social
networking channels that target travel consumers directly — to continue expanding
awareness and appreciation of the Keys' unique attributes, environment and offerings.
THE FLORIDAKEYSKEYS& KEY" WEST ( CCMESYCU ARE°
K-1
MONRt ECOUNTYTOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING PLAN
The following proposal outlines a public relations, publicity and promotional campaign
for the fiscal year beginning Oct. 1, 2018.
Objectives
1. To promote the Florida Keys & Key West as a unique destination for relaxing,
meaningful, genuine, enriching and enjoyable vacation experiences.
2. To emphasize the tangible and intangible value of a Florida Keys vacation
through a focus on sustainable tourism and experiential, transformational,
environmental, cultural and voluntourism activities.
3. 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.
4. To increase awareness and image of the Florida Keys to millennials, seniors and
multigenerational travelers, as well as the important 35-to-64 market, while
stressing the value of repeat visits to all markets.
5. To continue targeting specialty and niche markets including culinary, wedding
and honeymoon, art and culture, diving, sport fishing and wellness.
6. To promote the destination's acceptance of and support for diversity to both
domestic and international LGBTQ markets.
7. To increase awareness and image of Florida Keys special events and attractions.
8. To target international markets in Canada, the U.K., Europe, Scandinavia, the
Germanic countries and China through affiliations with contracted U.K., German,
and Canadian PR firms and a Chinese social media affiliate.
9. To continue complementing media outreach with direct -to -consumer messaging
via Facebook, Instagram, Twitter, YouTube, Pinterest 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 a "Connect and Protect" promotion focusing on the Florida
Keys' diverse sustainable travel offerings and natural experiences, with elements
including a group media trip, a series of Chemed mini -videos for social media, an
eco-tourism social media contest, the development of a comprehensive sustainable
and eco-tourism website section — in partnership with FloridaKeys.com/Two
Oceans Digital — a dedicated a -news issue and a Chemed "Keys Traveler"
magazine.
THE FLORIDAKEYS& KEY WEST ( CCI EASYCU ,ARE°
K-2
MONRt ECOUNTYTOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING PLAN
2. Create and implement a "Taste the Florida 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
launch of a "Taste the Florida Keys" website section and the development of a PBS -
distributed Keys cuisine television show.
3. Establish and carry out a multifaceted public relations campaign titled "52 Weeks:
Sustainable Spotlight," featuring weekly social media posts, monthly media releases,
a monthly e-news section and monthly "Keys Voices" blog posts on environmental
attributes, attractions and projects in individual districts as well as the Keys overall.
4. Create and implement a "Shared Celebrations" initiative targeting the
wedding/honeymoon and multigenerational travel markets, with facets including a
focus on new and enhanced properties appealing to each demographic, a social
media contest to win a Keys honeymoon, and content -gathering visits by leading
social media influencers catering to each market.
5. Develop a group press trip for LGBTQ traditional and social media representatives
and produce an eight -page LGBTQ edition of the "Keys Traveler' magazine for
distribution at selected travel shows.
6. Host a Canadian Instagram influencer excursion for well-known influencers with
strong followings who will post, tweet and share Instagram story videos about
Keyswide elements that support the "Connect and Protect" theme.
7. Create and implement a pan-European "Florida Keys Reef: Connect and Protect"
campaign emphasizing the Keys' unique marine environment and commitment to its
conservation. Planned elements include promoting "reef friendly" practices to trade
and consumer audiences, and participation by celebrity media and influencers in
Keys coral restoration and similar activities.
8. Develop visits to the Keys by at least 50 British, German, French, Scandinavian,
Canadian and Chinese media representatives, high -profile bloggers and social
media influencers.
9. Foster year-round marketing activity in China by developing and maintaining a
dedicated social media platform on WeChat through a contracted Chinese social
media company dedicated to travel. Emphasis will be placed on travel trade, and
activity is to include several Florida Keys product education webinars. Strategies
include development of a solid Florida Keys Chinese website that will reside on a
server within the China firewall. Although funding and financial overview for the
website effort will come from PR, FloridaKeys.com/Two Oceans Digital will manage
the contractor's efforts overseeing the website.
Domestic Public Relations Program: Overview
NewmanPR's public relations strategy for the 2018-19 fiscal year is designed to support
the TDC's promotional objectives and focus on sustainability. As a component of the
overall TDC marketing plan, it is crafted to maximize positive awareness of the Keys
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among a targeted range of market segments — both promoting the island chain as a
cohesive entity, and also communicating the individual attributes of each district.
To generate increased exposure for the Keys, the agency is to nurture existing
relationships and forge new ones with traditional media representatives, bloggers and
high -reach influencers; continue vigorous use of established social media platforms;
and amplify focus on emerging direct -to -consumer outlets, as justified.
While the plan outlines detailed and specific programs to be undertaken in the coming
year, the agency also remains poised to capitalize on unforeseen opportunities to
generate favorable coverage of the destination. This level of flexibility, a hallmark of
successful PR planning, is required in the contemporary instant -information landscape
— and has generated significant "wins" for the destination in the past.
Primary elements of the 2018-19 program include-
1 . Creating print, photography, video and social Keys travel content and distributing it
to traditional media, targeted influencers and bloggers, and social media and mobile
channels.
2. Providing personalized assistance to journalists, bloggers, broadcast production
crews and social media influencers; this may include suggesting story topics, setting
up interviews, arranging itineraries, supplying background material and coordinating
logistical and other support.
3. Maximizing utilization of direct -to -consumer social media outlets such as Instagram,
YouTube, Facebook, Twitter, Pinterest and others to distribute timely photography,
mini -video, image and event -related Keys content.
4. Arranging and facilitating group and individual media research trips to the Keys for
qualified domestic and international journalists, bloggers and social media
influencers.
5. Capitalizing on additional opportunities to enhance the destination's image as they
arise, utilizing a blend of outreach to media and travel consumers customized to best
fit each individual opportunity.
Public relations initiatives outlined in the plan are to position the Florida Keys as a place
to experience relaxing and meaningful vacation getaways with a lasting intangible value.
The Keys website, toll -free number and primary social media outlets will be highlighted
in all messaging, while specific program hashtags will be utilized and promoted as
appropriate.
PR Team Driven by Firsthand Keys Experience
Because the Keys cover a significant geographic area and include multiple districts with
distinct identities, extensive personal knowledge of the destination is vital when
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representing it to travel media and consumers
NewmanPR's senior Keys team members pair that essential knowledge with a
longstanding and genuine enthusiasm for the destination. Both are invaluable assets in
crafting and disseminating accurate, convincing communications to media and potential
visitors.
All senior members of the domestic Keys team are either current or former residents of
the Florida Keys & Key West, while others are frequent visitors for work and pleasure.
The Keys team includes an account supervisor who owns a home in the Upper Keys; a
senior account executive who is a 36-year Key West resident and works as a "stringer'
or correspondent for the Lower Keys and Key West; a website editor, social media
director and Upper and Middle Keys "stringer" who has lived in Marathon for 24 years;
an account executive who is a former Key West resident and covered the region for a
major international newswire service; and an LGBTQ media relations specialist who is a
14-year Key West resident.
Their hands-on destination knowledge includes awareness of elements including well-
known and off -the -beaten -path attractions in each Keys district, offbeat facts and
traditions, compelling adventures, hidden cultural gems and local insights.
That enables them to meet media needs quickly and comprehensively, whether pitching
targeted story topics to mainstream journalists and bloggers, producing accurate and
enticing special event releases and spot news packages, coordinating and hosting
group familiarization tours, or conducting productive interactions during travel shows
and media missions.
Equally valuable given the exploding importance of direct -to -consumer outreach, this
firsthand experience enables the team to produce social media content whose tone is
authentic, comprehensive and reliable — increasing the probability of inspiring
engagement and enthusiasm on social platforms.
Florida Keys News Bureau: Uniquely Effective Asset
A good part of NewmanPR's ability to generate widespread positive coverage for the
Florida Keys results from maintaining the trust of established print, broadcast and online
media outlets as well as quality social media influencers. To serve the Keys by meeting
informational needs across the media spectrum, the agency established and operates
the Florida Keys News Bureau.
Staffed by the agency's Keys team members, the unique bureau serves as a valued
resource for traditional and nontraditional media. Over the years it has become a trusted
producer of material for major market newspapers and their online presences, newswire
services, national and international television networks, notable bloggers and leading
online and social media outlets. The news bureau's contracted professionals create
print, broadcast and online materials that exceed the highest production standards of
leading print, broadcast and online media.
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Since its inception many years ago, the Florida Keys News Bureau has earned a
reputation for providing quality materials, working collaboratively with media and
adhering to strict principles of truthfulness and transparency.
As a result, the agency and its bureau are able to benefit the Keys by providing media
with print and broadcast "spot stories" that are valuable in creating favorable destination
awareness. Spot stories and broadcast packages may be pre -planned to feature annual
Keys events and festivals, or they may take advantage of occurrences such as turtle
releases that help increase travel consumers' positive perception of the Keys.
During the 2018-19 fiscal year, the agency and its bureau are to continue to produce
spot news stories as appropriate and distribute them to mainstream, regional, national
and international print, broadcast and online venues — and to high -quality social media
outlets that can provide "real-time" message transmission directly to consumers.
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.
Promotion for Each District and Umbrella
As well as striving to maximize positive awareness of the Florida Keys as a whole, in
2018-19 the agency is to continue its focus on promoting the attractions of each unique
Keys district — communicating their strengths and attributes to targeted mainstream,
online, social and niche -market media as well as travel consumers. Strategies will
include using distinct message points to spotlight the activities and appeals that help
define each district, while producing advance promotion and spot news coverage of the
district's special events.
NewmanPR's correspondents or "stringers," one covering the Upper and Middle Keys
and one covering the Lower Keys and Key West, will continue their roles of identifying
newsworthy events in their districts, facilitating positive coverage opportunities and
helping to produce spot news stories and social media communications.
Stringers also interface closely with tourism representatives in their districts, work with
broadcast production crews on location, attend District Advisory Committee meetings
and provide a wide range of personalized assistance to journalists, bloggers and social
media influencers.
Like its support for individual districts, NewmanPR will continue providing public
relations support to the Cultural, Dive and Fishing umbrellas, expending year-round
effort to raise awareness of each umbrella's TDC-funded events, programs and
offerings to both media and consumer audiences. Stringers attend Umbrella Committee
meetings to provide support as needed. 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.
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Specific and Vertical Market Strategies
Much of NewmanPR's efforts are designed to attract mainstream vacationers — among
them adventure seekers and dream trippers — who are eager for relaxing getaways
and genuine "unplugged" experiences.
Within those efforts attention will be paid to trends in consumer behavior and the
demographic differences between winter and summer visitors. Based on observation
and research, approaches will be adjusted as appropriate for each market segment.
The 2018-19 public relations plan also features significant messaging that highlights
aspects of the destination geared to members of specialized or niche travel markets.
Specialized markets to be targeted include, but are not limited to:
• Eco-tourism, voluntourism and travelers seeking sustainable experiences
• Family and multigenerational
• Soft adventure
• Destination wedding and honeymoon
• Culinary
• Multi -Cultural
• LGBTQ
• Culture, art and history
• Diving
• Sportfishing
• Luxury
• Meeting and incentive
• Wellness
Promotions and Campaigns for 2018-19
NewmanPR has developed four primary domestic public relations initiatives designed to
showcase the Keys as a relaxing, renewing destination with a unique natural
environment — a destination that places a high value on providing genuine, quality
vacation experiences while encouraging exploration and preservation of the natural
world.
The initiatives outlined are designed to appeal to travelers across the demographic
spectrum — including the adventure seekers, young millennials and dream trippers
shown by a 2017 TDC study to have the highest intent to visit the Keys in the near
future.
MONRt ECOUNTYTOURIST DEVELOPMENT COUNCIL2018-2019 MARKETING PLAN
All emphasize the Keys' ability to satisfy a consumer need for getaways that are
meaningful, memorable, often transformational and rich in lasting intangible value.
Promotions for 2018-19 include:
`Connect and Protect'
Encouraging environmentally supportive behaviors is a crucial element of the Florida
Keys' commitment to protecting the region's natural resources, including the continental
United States' only living coral barrier reef. The "Connect and Protect" initiative
spotlights ways visitors can share in that commitment while having meaningful and
memorable vacations.
Through messaging communicated via traditional and social media platforms, the
program encourages visitors to discover the Keys' unique natural world through
experiential and soft -adventure activities, form a personal connection with that world
and thus become motivated to protect and preserve it.
This is a logical outgrowth of previous programs focusing on the destination's unique
offerings and activities, indigenous elements and simple pleasures — while, equally
importantly, it addresses travelers' ever-increasing preference for genuine and
uncontrived vacation experiences.
Social media and engagement will be strongly emphasized in all program elements,
with messaging encouraging widespread consumer use of "Connect and Protect"
hashtags and imagery.
"Connect and Protect" components are to include-
1 . A press trip highlighting the Keys' unique natural environment, adventures and
experiences vacationers can enjoy within it, efforts to protect and preserve it, and
ways visitors can participate in preservation and eco-friendly practices. The press
trip is to target domestic journalists, bloggers and quality social media influencers
with interest in sustainable and soft -adventure travel. Itinerary activities are to
include snorkeling in the Florida Keys National Marine Sanctuary, trying
paddleboard yoga, learning about lionfish and tasting lionfish dishes, participating
in a coral restoration session with the Coral Restoration Foundation or Mote
Marine Laboratory, touring Marathon's Turtle Hospital and taking part in a turtle
release, exploring Lower Keys waters by kayak and discovering the "Three
Hands" eco-culinary concept.
2. A "Connect and Protect" consumer contest focusing on the Keys' unique
environment and resources, eco-adventures, sustainable mindset and
voluntourism activities. To be promoted through one or more branded Keys
social media outlets, the contest is to award the winner a Keys eco-adventure
vacation including airfare, rental car and accommodations. Entrants can opt in to
receive the "Keys Traveler" e-newsletter and possibly answer a brief "Keys
environment" trivia challenge or submit a Chemed photo.
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3. A series of "Keys Voices" blog posts and press releases highlighting various
aspects of the "Connect and Protect" philosophy and activity offerings that reflect
that philosophy. Releases and blog posts will include relevant content from all
Keys districts, and topics may include the Blue Star fishing and dive programs
and participants, artificial reefs of the Keys and their environmental benefit,
catch -and -release sportfishing, the refuge that saved Key deer from extinction,
opportunities to interact with wildlife throughout the Keys, environmental events
throughout the year and artists and artisans whose work highlights the natural
world. Messaging is to invite media and travel consumers to discover offerings
from all districts that enrich their enjoyment of the natural, sustainable and
indigenous Keys.
4. Production of a dedicated "Connect and Protect" edition of the "Keys Traveler"
magazine and a dedicated issue of the "Keys Traveler' e-newsletter. Editorial
and visual content for both will focus on offerings that enable visitors to connect
with Keys' land -and -water environment, positive local environmental initiatives
and the guiding spirits behind them, and eco-friendly and voluntourism activities
and sustainability practices visitors can embrace during a Keys visit.
5. Development and production of a series of 20-second "Connect and Protect"
video vignettes for social media distribution. As with the popular "Simply the
Keys" video series that debuted in fiscal year 2016-17, each one will feature a
single vista or subject showcasing an element of the Keys' natural world or an
intriguing eco-experience. Natural sound, rather than narration, is to be included,
increasing viewers' ability to imagine themselves in the scene. Subjects may
include a serene mangrove kayak excursion, Key deer grazing, colorful tropical
fish swimming, a diver exploring an artificial reef or a tranquil stroll through a
Keys public garden.
6. Creation of a comprehensive "Connect with Nature" website section that
combines and enhances content from the existing eco-travel, green travel and
voluntourism pages. Also incorporating sustainability content and initiatives, this
section is envisioned as a conduit for increasing awareness and a meaningful
resource for media and travel consumers.
`Taste the Florida Keys'
To support the strong culinary travel market, NewmanPR is planning a multifaceted
"Taste the Florida Keys" initiative with messaging directed toward traditional and online
journalists, bloggers and influencers, and their consumer audiences. A version of this
program was originally planned for FY 2017-18, but was postponed because Hurricane
Irma's impact required an altered 2017-18 focus.
"Taste the Florida Keys" is to spotlight indigenous local cuisine, and also the seafaring
heritage, environmental richness and easygoing attitude that visitors can "taste" along
the island chain — incorporating culinary storytelling as a way to increase awareness of
the colorful Florida Keys.
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Based on market trend information gleaned at 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.
Ingredients in the "Taste the Florida Keys" program are to include-
1 . The development and creation of content for a "Taste the Florida 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
"makers" who produce indigenous items such as 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" videos featuring chefs, culinary artisans
and distillers/brewers and other "makers" talking about and demonstrating their
crafts. 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 "Taste the Florida Keys" website section.
4. A series of releases and features chronicling 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 "Taste the Florida Keys" television show that spotlights the
island chain through its indigenous cuisine, culinary experiences and local people
who harvest and prepare the foods that help define the destination. The program
is being conceived in conjunction with PBS and specific elements will be
described later in this plan.
`52 Weeks: Sustainable Spotlight'
This multifaceted public relations campaign will promote the Keys' commitment to
preserving the region's environment, quality of life and natural resources by utilizing the
proven strategy of increased effectiveness through repeated messaging.
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The Keyswide focus on sustainability and conservation will be emphasized via a blend
of traditional and social media platforms. The cornerstone of the program is a weekly
"Sustainable Spotlight" post on the Keys' social media channels about a sustainable or
eco-friendly program, attraction, festival, adventure, property, offering, opportunity or
activity that visitors can discover or experience.
Topics are to feature relevant elements from each individual Keys district as well as the
overall island chain, with appropriate hashtags.
Topics will likely include the Blue Star dive and fishing programs and participating
operators, coral restoration, voluntourism options, capturing and consuming lionfish, the
Florida Keys National Marine Sanctuary, the Turtle Hospital and turtle releases, stone
crab's sustainability, catch and release fishing, the National Key Deer Refuge and other
wildlife refuges, John Pennekamp Coral Reef State Park, wild bird centers, animal
rescue organizations, the anti -straw initiative, Keys charging stations for electric cars,
the living coral reef and the ecosystem it supports, Got Your Bags, the 10
Keymandments, beach and reef cleanups, local environmental organizations, artificial
reefs, the 10th anniversary of the Vandenberg's sinking in May 2019, the Underwater
Music Festival, Florida Keys gardens, environmental art, bike tours, the Outdoor Fest
and similar subjects.
Each month, featured "spotlight" postings will be created, expanded and augmented
with additional content and details in:
1. A press release for distribution to targeted media and posting on the Keys' media
and consumer websites.
2. A "Keys Voices" blog post with images and possibly embedded video.
3. An article in the e-newsletter, showcased in a new "Connect and Protect"
sustainability section planned to debut in October 2018 and appear in each
monthly a -news issue.
Because content will be interconnected across the communications spectrum, elements
will complement and strengthen each other in a cumulative manner. Outreach
throughout the campaign will support the "Connect and Protect" concept, keeping a
consistent focus on ways travel consumers can incorporate eco-friendly behaviors into
their vacation while exploring and enjoying the Keys and their environment.
`Shared Celebrations'
According to luxury travel network Virtuoso, multigenerational travel is 2018's top travel
trend as families seek vacation experiences that strengthen their bonds and create
lasting memories. Families and multigenerational travel groups also tend to become
repeat visitors, establishing and embracing a tradition of annual "getaway" gatherings at
the same destination.
Both because of this behavior and because family vacations often take place in the less
busy summer months, the agency plans to expend significant effort to reach the
attractive multigenerational traveler market.
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Equally strong efforts will be directed to the destination wedding and honeymoon
market, where travel is typically booked many months out. Confidence needs restoring
after challenges posed by Hurricane Irma.
Research indicates vacationers are likely to spend more money on travel for weddings,
honeymoons and other meaningful personal and family occasions — adding to the
advisability and value of targeting multigenerational, wedding and honeymoon travelers.
Therefore, NewmanPR is planning a "Shared Celebrations" program spotlighting the
activities and aspects of the destination that appeal to each market segment. Equally
important, it will create an opportunity for ongoing focus on the debut of new Keys
accommodations and the reopening of properties after enhancements.
Specific program elements include
1. Content -gathering visits by a high -reach social media influencer who caters to
the wedding and honeymoon market and one catering to the multigenerational
and family travel market. Each will explore the destination based on an agency -
created itinerary and will be tasked with posting a predetermined amount of
content about Keys offerings and accommodations that are suitable for their
market.
2. A consumer photo contest on Instagram to win a Florida Keys honeymoon
including an air travel card, accommodations and luxury experiences. Couples
entering will be required to post a photo of themselves with a specified hashtag.
The contest will be promoted throughout the Keys' social media outlets and
through outreach to targeted bloggers and social media influencers.
3. Establishment of an annual weddings edition of "What's New in the Florida Keys
& Key West" for distribution to national and regional traditional and online media
and targeted bloggers. The edition will focus on new and enhanced properties
appealing to the wedding and honeymoon demographic. The regular quarterly
editions of "What's New" will continue to feature new and enhanced properties,
including those suitable for wedding/honeymoon and multigenerational travelers,
as they come online.
4. A new "Families of All Ages" section to be created on the Keys consumer travel
website, combining elements from (and replacing) the existing senior travel and
family travel sections to feature content directed at multigenerational travel
groups and their needs.
Media Research Visits to Benefit the Keys
NewmanPR will continue to draw from its large network of qualified mainstream, online
and social media representatives for group press trips and individual journalist visits
designed to benefit the destination.
Targets for group and individual visits will include representatives of quality print media
outlets, traditional and online broadcast venues, online travel publications, blogs with a
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strong editorial focus, social media vehicles with large followings and other avenues that
can increase positive awareness among travel consumers.
Special attention will be paid to supporting visits by journalists and influencers from
geographic areas identified by TDC research as strong search and booking markets, as
well as those whose audiences comprise high -value demographics and selected niche
markets.
The agency's proprietary network of contacts in all media genres is among its principal
assets to the Keys. Regularly updated as new contacts and outlets emerge, this
database contains thousands of appropriate candidates for news and informational
pitches, materials distribution, consideration for media visits and other outreach.
The Keys team nurtures new and existing relationships to maximize collaboration and
favorable reception of destination messaging. As in past years, NewmanPR will respond
quickly and comprehensively to requests for media support and visits, and actively work
to fulfill all appropriate requests for logistical help, itinerary development, individualized
story gathering, interview suggestions, accommodations and other assistance.
Before arranging accommodations or expending other resources, agency staff members
research and qualify all media representatives not previously known to NewmanPR.
The agency works with members of the hospitality industry in all Keys districts to
arrange complimentary or reduced -rate lodging whenever appropriate and possible, and
has allocated PR expense dollars to underwrite accommodations when such
arrangements are not feasible.
In addition, PR expense funding for 2018-19 will be budgeted for high -reach bloggers
and influencers who seek compensation from destinations for their visits and coverage.
This trend is now prevalent in both domestic and international media marketplaces, and
recent collaborations with carefully selected individuals have resulted in noteworthy
positive coverage for the destination.
All media visiting the Keys will be strongly encouraged to promote the destination's
website in their articles or posts, as well as specific predetermined hashtags.
Group Familiarization Tours
Group press trips for 2018-19 are planned to showcase the diverse aspects of the Keys
and their individual districts, while introducing media to the island chain's unique natural
environment, adventures and experiences within that environment, culinary offerings
and activities, sustainable aspects and opportunities for relaxing, "unplugged"
enjoyment.
One or more agency escorts will guide all familiarization tours and accompany
participating media to provide knowledgeable, accurate information about the
destination and timely personalized assistance in meeting story -gathering needs.
Whenever appropriate, trip itineraries will include meetings with local residents — such
as eco-tour guides, Blue Star fishing captains and dive operators, chefs and
restaurateurs, coral restoration and marine life experts, artisans and "makers" — willing
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to share personal insights that enrich the authenticity and meaningful nature of media
participants' experiences and, consequently, the stories and content they produce.
In addition to the two Chemed trips previously outlined, an LGBTQ group trip will be held
in 2018 -19. The itinerary is to showcase both LGBTQ- specific and mainstream offerings
of interest to the market.
In all cases, group familiarization tours are designed to emphasize elements that
support the fiscal year's stated marketing focus. Participants will be chosen to include a
well- targeted blend of traditional journalists, bloggers with large and well- targeted
audiences and high -reach social media influencers.
Individual Research Trips
In addition to group trips, the agency will continue to direct significant resources toward
assisting print, online and broadcast journalists, bloggers and leading social media
influencers on individual trips. This is essential in a balanced PR plan, since individual
exploration can enable in -depth research and discoveries as well as the formation of
intimate connections with the destination.
The importance of supporting individual story- and content - generating trips has
escalated in recent years. This stems from an increase in the popularity of solo travel,
the embrace of a personalized reporting style in mainstream and online outlets, and the
increasing reliance — particularly by millennial travelers — on experiential observations
from bloggers and social media influencers.
As in past years, assistance may include creating customized itineraries, arranging
complimentary or reduced -rate lodging when appropriate and possible, setting up
interviews and meetings with Keys residents and other subjects, or even on -site escort
if required to help journalists meet specific story needs.
Particular attention will be paid to media and social media whose audiences comprise
high -value market segments including adventure seekers, young millennials and dream
trippers.
The agency provides visiting journalists and influencers with media kits (either
electronically or on thumb drives) and links to background materials, high - resolution
photographs and high- definition video footage to further foster communication of
accurate destination information.
Collaborative Research Trips
To maximize opportunities for media research trips while minimizing expenses, the
agency may work with Visit Florida, other Florida TDCs /CVBs and other organizations
on joint- venture media research trips to achieve positive exposure for the destination. In
addition, as appropriate, NewmanPR will use its network of contacts to secure private -
sector partners for select trips.
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Broadcast Initiatives: Turning Viewers into Visitors
As well as group and individual media familiarization tours, the agency seeks and
arranges opportunities for live and taped broadcasts from Keys locations by major
television networks, cable travel programmers, independent mainstream and vertical
market production companies, and online and mobile platforms with strong viewership.
These have ranged from national morning shows such as NBC "Today" to PBS, ESPN,
the Weather Channel, the Food Network and other broadcast leaders. In recent years
the agency has budgeted for 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; and collaborated on a one -hour nationally syndicated television
program titled "Spirit of the Florida Keys" that spotlighted the quintessential Keys spirit
through the attractions and attributes of all five districts.
In 2018 -19 the agency will capitalize on presented broadcast opportunities with high
value and audience reach, providing multifaceted support and production assistance,
while pitching targeted destination shoots and programming. Efforts will focus, too, on
attracting major- market and online radio programs to execute live or taped broadcasts
from the Keys.
NewmanPR also plans to continue the TDC's long -term sponsorship of "Art Loft," which
has provided extensive guaranteed coverage of the Keys' art and cultural scene and
cultural events in all districts since 2013. In 2017 -18, WPBT2 also produced a series of
shows focusing on Florida Keys culture for American Public Television distribution.
As in past years, the "Art Loft" support will include providing B -roll, Video of the Week
footage, segment and topic suggestions, logistical assistance and help identifying and
securing interview subjects. In addition to reaching a South Florida audience, the
segments may appear on PBS stations in other major markets, enhancing their
usefulness as a conduit for positive cultural messaging.
Other 2018 -19 initiatives will include continued support for one Keys- focused full show
and three half -shows on "How to Do Florida."
The full show is to focus on a "Connect and Protect" sustainable tourism theme.
The agency is also interfacing with PBS and Crawford Productions, the producers of
"How to Do Florida," working to achieve PBS distribution of three past syndicated one -
hour specials, including "The Florida Keys ... Real, Blue and Chill," "The Florida Keys ...
Ultimate Family Vacation" and "Spirit of the Florida Keys."
Dedicated Broadcast Project: `Taste the Florida Keys'
To highlight the Florida Keys cuisine story — and by extension the overall island chain
— the agency is forging a production alliance with PBS to develop a nationally
distributed Keys cuisine television show. Originally planned for 2017 -18, this project was
postponed when Hurricane Irma necessitated an altered promotional direction.
The show is to target viewers with an interest in food and culinary travel, exploring the
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Florida Keys' unique and indigenous edible offerings and the stories behind them
Viewers will stimulate their "appetites for the Keys" with segments on "foodie"
experiences including hook - and -cook fishing and dining, eco- friendly and sustainable
seafood that underlies the region's cuisine, the history of Key lime pie, off- the- beaten-
path food tours, upscale culinary classes, festivals celebrating the harvest of Keys
fishermen and the talents of Keys chefs, artisans and "makers" who produce local
products such as specialty honey and even wacky "consumption contests" involving
signature Keys foods.
Program elements will feature all five Keys districts and take viewers on a journey not
only to "taste" the destination's culinary offerings, but also to savor the close -to- nature
lifestyle, seafaring heritage and easygoing mindset that give it such an appealing flavor.
In the one -hour special, James Beard Award – winning chef and South Florida native
Michelle Bernstein is to tour the region in search of local specialties, historic recipes and
culinary characters that define Keys cuisine. A vast array of fine dining restaurants,
neighborhood cafes and local businesses will be featured, covering each region of the
Florida Keys.
Resources to Meet Media Needs
Online Newsroom
NewmanPR's well - established online newsroom is a valued resource for media
including journalists, bloggers, social media influencers and broadcast outlets. In 2018-
19 as in previous years, elements and organization will be upgraded regularly to
optimize users' experience and ability to identify and access desired materials quickly
and easily — thereby maximizing their ability to convey accurate, timely Keys
information to audiences.
Overall newsroom resources include an electronic press kit featuring releases on each
Keys district and significant offerings and activities; high - resolution photography of each
district and selected special events, with images organized into albums and formatted
for download by media users; and video footage available for sharing or for media
downloads on a dedicated FTP site.
The newsroom also contains a frequently updated collection of advance releases on
current events, offerings and highlights throughout the destination. Releases mirror
those that are distributed via the agency's proprietary media lists and posted on the fla-
keys.com consumer site.
In addition, the newsroom features links to and recent postings from the Keys'
significant social media outlets. As well as disseminating up -to- the - minute information,
this increases media awareness of the social channels, encourages engagement and
fosters multiplatform communication.
Other user - friendly resources include subscriber interfaces for RSS feeds and e-mail
alerts on content specified by the subscriber.
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In 2018, a number of newsroom elements were streamlined to increase functionality.
Enhancements included reorganizing and refreshing the press kit and photo albums,
and to better serve media representatives interested in destination visits, updating the
contact page to include policies /procedures information and a request form.
In the coming fiscal year, the agency will regularly post advance releases, photos and
video segments about special events, activities and offerings to ensure the newsroom's
continued position as a trusted and timely source of information and content.
Further activities to streamline components and ease of use will be undertaken as well,
with specifics determined by changing media needs.
Beyond the newsroom, the agency maintains an extensive library of Keyswide digital
photography and high- definition and 4K video footage that is available to media upon
request. Shot in all five Keys districts, the video and still images depict attributes and
activities including adventure experiences, environment and nature, cuisine,
watersports, cultural elements, LGBTQ events, festivals, fishing and diving, and scenic
shots that have drawn notable social media views and shares. Additions to the library
will be ongoing in 2018 -19.
Media Releases and Related Content
The structure and format of NewmanPR's media releases will continue to evolve to
meet the changing requirements of the media they serve and inform. Concise and
tightly focused copy, links to provide additional story points, and associated photo and
video resources will be featured in communications directed both to media and travel
consumers.
For 2018 -19 the agency plans to create the following releases for distribution
1 . Advance special event - oriented releases on TDC- funded events in all Keys
districts and representing all umbrellas, and 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.
2. Travel and news - oriented stories according to a prearranged calendar, as well as
pieces spotlighting unforeseen events likely to reflect favorably on the
destination.
3. Quarterly "What's New in the Florida Keys & Key West" overviews that spotlight
new and enhanced accommodations and attractions offerings throughout the
Keys, produced to inform domestic and international trade and consumer media
of enhancements to the Keys tourism product.
4. An annual overview of new and enhanced accommodations, attractions and
experiences geared to the meetings market.
5. An annual overview of new and enhanced accommodations and other offerings
suitable for the bridal and honeymoon market.
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6. Targeted releases that support the TDC's 2018 -19 marketing goals and agency
initiatives: a series on aspects of the "Connect and Protect" philosophy and
related activity offerings, a series showcasing the Keys' culinary culture and
heritage, and monthly "Sustainable Spotlight" overviews.
All media releases will prominently feature the Keys website, and /or one or more district
websites as appropriate, with the toll -free number and primary social media outlets.
Releases are distributed in several ways including direct email, RSS feeds via the
Florida Keys online newsroom and a Keys media Twitter channel. 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 utilized to support media missions or promotions, while others are used
to pitch media coverage of selected events or offerings.
`Keys Traveler' E- newsletter
For nearly 15 years, NewmanPR has produced monthly issues of its "Keys Traveler' e-
newsletter, using it to benefit the destination by targeting pertinent messaging directly to
opt -in consumer and media subscribers.
Content and design are refreshed periodically to enhance the e- newsletter's appeal to
both audiences. In its current format, each issue contains seven stories and a
highlighted video, with items representing offerings from multiple Keys districts.
The lead story generally covers a prominent event or festival, attraction, experience or
new offering deemed to be a strong draw for visitors. Each issue also includes a
cuisine - related story, a profile of an interesting Keys resident, a featured event with links
to each district's online calendar and fishing, diving and cultural pieces that publicize the
activities of each TDC umbrella. The monthly video generally promotes an upcoming
event, notable attraction or intriguing activity; alternately, it may support one of the
year's stated PR initiatives.
The e- newsletter also includes links to the Keys' leading social media vehicles and
website elements. In additional to being distributed to opt -in subscribers at the
beginning of each month, a new issue is highlighted on the destination's consumer
website and subsequently moves into a permanent website archive, accessible by
visitors to the site.
NewmanPR will continue to create monthly issues of the "Keys Traveler' during the
coming fiscal year. In October 2018, a "Connect and Protect" sustainability section is to
debut, subsequently appearing in each a -news issue and tying in with the "52 Weeks:
Sustainable Spotlight" campaign previously described.
As in the past, a culturally Chemed special issue will be produced in February with
content focused on upcoming literary, visual and performing arts highlights in all Keys
districts.
In May 2019 a special -issue e- newsletter will be produced, with all stories supporting
aspects of the "Connect and Protect" initiative to promote the Keys' natural
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environment, eco- adventures, conservation activities, voluntourism and positive actions
visitors can undertake.
As well as crafting quality issues with content that entices travelers to visit the
destination, the agency will continue working to expand subscriber numbers through
social media messaging and other efforts.
`Keys Traveler' Annual Magazine
In late fall 2018, the agency will write, design and oversee printing of the annual "Keys
Traveler' magazine, a full -color glossy publication that typically contains up to 24 pages.
The magazine's production is timed for distribution at World Travel Market and other
U.S. and international venues.
To support 2018 -19 marketing goals, the magazine's theme will be "Connect and
Protect," with content focusing on sustainable tourism, the Keys' unique natural world,
activities visitors can enjoy within it, and positive eco- activities and behaviors that can
add meaning to their vacations.
Stories and imagery will promote all Keys districts and umbrellas, and specific topics will
be selected in collaboration with the TDC sales team. Probable topics include the Blue
Star dive and fishing programs, coral restoration and Iionfish eradication efforts, and the
10th anniversary of the Vandenberg's sinking and the benefits of artificial reefs.
As well as its print distribution, "Keys Traveler' magazine is available for consumers,
trade and media to download from the destination website. In addition, it is provided to
enhance destination awareness during media missions and visits.
NewmanPR also plans to produce an eight -page glossy "Keys Traveler" magazine with
editorial and imagery spotlighting offerings and opportunities for LGBTQ travelers. The
issue will be distributed at LGBTQ travel shows and provided to visiting media and
social media representatives serving the market.
Website Initiatives
Newman PR manages the general destination news section of fla- keys.com and will
continue to post new content to it several times per week. News content for the website
is designed to promote the activities and offerings of each district and umbrella as well
as the overall destination. Posted copy is paired with photography and, in many cases,
video elements.
Posted pieces typically emphasize cultural events, festivals, environmental adventures,
watersports and eco- activities, fishing tournaments, diving and snorkeling, and new
accommodations or attractions offerings. District - specific elements on the main news
pages also appear on the appropriate district's dedicated news pages.
In most instances, pieces posted on the website mirror press releases distributed
directly to journalists, bloggers and targeted social media influencers.
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In the coming year NewmanPR will continue to utilize the news section for timely
consumer messaging that complements and increases exposure of pieces distributed to
media. In addition, releases will be linked to social media posts to provide details that
expand on social outlets' necessarily brief communication.
The agency will develop other news section content specifically for direct -to- consumer
distribution to the website's online and mobile audiences. The section will be utilized,
also, to disseminate up -to- the - minute information in situations that require emergency or
crisis communications.
As well as overseeing and populating the news section, the agency's website editor —
funded through the public relations expense budget — works closely with Two Oceans
Digital to provide content for specific pages and sections of the main body of fla-
keys.com, including the comprehensive calendar of events. Other joint projects include
creating and regularly updating specialty website sections for vertical and niche market
travelers.
In 2018 -19, the agency will focus on streamlining and simplifying content in several
specific website sections to increase ease of navigation, eliminate redundant content,
and improve user experience and thereby, the sections' value to media and consumers.
Efforts will include
1 . Creating a "Connect with Nature" section to support the "Connect and Protect"
initiative. As outlined earlier in this plan, content will combine and expand upon
elements from the existing sections on green travel, eco- tourism and
voluntourism while highlighting the Keys' natural resources and sustainability.
Special attention will be paid to updating and refreshing content on voluntourism
activities as new opportunities become available. Mini - videos and material from
the "52 Weeks: Sustainable Spotlight" campaign may also be featured.
2. Developing a "Families of All Ages" multigenerational travel section, as noted
previously, that draws content from and replaces the existing family travel and
senior travel sections. Pertinent elements will be refreshed to focus on varying
ways members of multigenerational travel groups can enjoy signature Keys
activities such as sport fishing and learning to dive.
3. Creating a "Taste the Florida Keys" website section that features Keys cuisine
and its history, culinary experiences from tours to hook and cook adventures,
food festivals, sustainable seafood and indigenous offerings. Plans also call for
inclusion of related video content.
4. Establishing a comprehensive "Getting Here: What to Know" section that blends
elements from the current "How to Get Here" and "Know Before You Go."
Information on travel logistics including airports and airlines, ground
transportation and a -tolls will be reorganized, streamlined and combined with tips
for visitors about vacation rental bookings, sun protection, eco- friendly behaviors
and other useful subjects.
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Featured Video Series
NewmanPR will continue producing videos and mini - videos on Keys activities,
attractions, special events and also elements that promote the upcoming fiscal year's
marketing goals. Developed and implemented by the agency, videos are posted on the
home page of the destination's website and on the agency- created "Florida Keys TV"
channel on YouTube.
Because short video content continues to explode in popularity, particularly with the
high -value millennial travel market, the 2018 -19 PR plan calls for the creation of two
series of short pieces for posting and sharing on Facebook, Instagram, Pinterest,
YouTube and other social media platforms.
One series, previously outlined in detail, will feature video vignettes produced to support
the "Connect and Protect" initiative. Kept deliberately brief to foster engagement and
sharing, they will introduce viewers to aspects of the Keys' natural world, unique eco-
experiences and environmental attractions. In many cases, existing footage will be
utilized and repurposed to create these pieces.
The agency also plans to create a series of recorded "Keys Voices Live!" video
segments for broadcast across social media outlets. Designed to support the "Taste the
Florida Keys" initiative, as noted earlier, the series will feature chefs, culinary artisans,
distillers or brewers and other "makers" demonstrating and discussing their crafts.
These videos will follow a "reporter in the field" format and feature local personality
Jenna Stauffer, based on popularity of previous agency - produced pieces in a similar
style.
Another video to be produced, described in the LGBTQ section of this document, will
spotlight offerings and attributes geared to the LGBTQ market.
As with other messaging, video and mini -video series will reflect offerings and subjects
from each Keys district.
Keys Travel Blogs
NewmanPR's "Keys Voices Weekly Feature Blog," launched on behalf of the destination
nearly a decade ago, provides insiders' insights into a wide range of Florida Keys
subjects, informative in -depth material and story prompts for media, and itinerary and
topic ideas for social media influencers.
In the coming fiscal year, the agency will continue to generate and post four mainstream
and two LGBTQ blog features each month, all utilizing photographs and some
incorporating video. This volume of content generation makes the blog extremely useful
in attracting readers seeking new destination information.
Editorially balanced to represent all districts, the blog also showcases elements and
events that support umbrella initiatives and events as well as those appealing to niche -
market travelers.
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Each "Keys Voices" feature -style entry is written in a relaxed, friendly style that
accentuates the island chain's genuine "unplugged" appeal. Presenting accurate and
enticing knowledge in a personal, authentic way that earns readers' trust, the blog is
positioned to be a valuable motivator in influencing vacation decisions.
In 2018 -19, strong emphasis will be placed on utilizing "Keys Voices" as a conduit to
communicate the fiscal year's focus on sustainability.
A series of posts supporting the "52 Weeks: Sustainable Spotlight" program will debut in
October 2018. Appearing once per month, these features will expand upon the
"Sustainable Spotlight" topics and offerings introduced in the month's social media
messaging, enlarging upon this content to entertain and inform readers. Copy will be
complemented by images and, when appropriate, embedded video.
As previously detailed, also planned is a series of "Keys Voices" blogs designed to
promote specific elements of the "Connect and Protect" philosophy, the destination's
natural attractions and environmental adventures, and ways visitors can embrace eco-
friendly practices to enrich their enjoyment of the Keys experience.
Efforts will continue to increase the feature blog's visibility in 2018 -19 among both
consumers and media seeking unique story ideas and content. These efforts will include
posting teasers and links to newly uploaded blog entries on the Keys' social media
outlets.
As well as creating and posting content for the mainstream "Keys Voices" blog, the
agency will continue posting LGBTQ travel blog entries written by NewmanPR's
LGBTQ- market media representative — with specifics outlined later in this plan.
Working with FloridaKeys.com /Two Oceans Digital, the agency will continue facilitating
the distribution of copy and links to the LGBTQ blog entries directly to consumers via an
opt -in email address list.
Social Media Management and Responsibilities
NewmanPR is responsible for crafting, posting and managing content for the TDC's
social media outlets including Facebook, Twitter, Instagram and Pinterest.
According to research on 2017 trends by Social Media Suggests, 83 percent of adults
between the ages of 18 and 49 are social media users. One in every three minutes
spent online is spent on social networks.
Social media is an integral component of the agency's efforts to build a strong
connection with potential and repeat visitors to the Florida Keys. It also is valuable in
reinforcing brand awareness, driving website traffic to fla- keys.com and increasing
overnight stays.
In 2018 -19, NewmanPR will maintain and expand its social media strategy to regularly
cultivate, produce and post fresh multimedia creative content — a well - balanced
combination of destination promotion with informative, educational, funny, inspirational
and entertaining messaging.
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Compelling imagery and videos will be purposed for each of the Florida Keys' social
media platforms including Facebook, Instagram, Twitter and Pinterest, whose
respective audiences range from tens of thousands to hundreds of thousands of
followers nationally and internationally. The agency will endeavor to grow each handle's
target demographic with a variety of content types and delivery.
In addition to scheduling daily posts, the agency will develop periodic contests and
special promotions to increase both targeted messaging and engagement. For example,
as noted earlier in this plan, social media will be the primary vehicle for the "52 Weeks:
Sustainable Spotlight" campaign throughout the coming fiscal year, with weekly posts
informing followers about the Keys' sustainable and eco- friendly activities, initiatives and
opportunities for visitors.
Two competitions will be launched to support specific marketing objectives: a consumer
photo contest on Instagram where followers enter to win a Florida Keys honeymoon,
and a "Connect and Protect" contest that will focus on the Keys' unique environment
and award the winner a Keys eco- adventure vacation.
In addition, the agency is to repeat a monthlong Facebook campaign, coordinated with
the Florida Keys Council of the Arts, to promote the artistic richness of the Keys.
Following the debut of the Arts Council's 2019 Connections Project mosaic mural, each
day for 30 days, posts are to feature a Keys artist's selected canvas. Each artwork is to
be accompanied by a statement explaining the image's meaning or inspiration. Before
the project's start, the agency is to coordinate a photo shoot of the individual canvases,
which will be selected to showcase artists from all five Keys districts. In 2018, the total
reach for the series of posts and an associated Facebook Live segment was almost
500,000.
As well as populating the destination's social media vehicles with captivating
communications, NewmanPR now manages how content is performing. This is
accomplished through auditing and monitoring engagement to measure its impact —
who is reading, sharing and responding to posts. Based on audits, content can be
retooled and strategies updated if needed.
Regular written reports are provided to the TDC committee members about monthly
insights and progress.
NewmanPR also employs social media in crisis communications situations, where it has
proved extremely valuable in the past. If conditions require, the agency will expend its
resources to implement and update postings on a 24/7 basis.
In communications to media in all genres 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
2018 -19 programs.
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Facebook Live Videos
To capitalize on the extreme popularity of video content in capturing social media users'
attention, the agency plans to continue its significant Facebook Live usage to distribute
live Keys video pieces directly to consumer audiences.
Facebook remains one of the most important social networks for the Keys, with
Facebook Live offering a typically large viewership and the potential for strong
engagement across multiple demographics — thereby making it an extremely useful
conduit for increasing awareness of the Keys vacation experience.
In the past year, Facebook Live segments have been utilized to spotlight widely varying
elements including a Key Largo sunset (46,000 views), the reopening of Cheeca Lodge
(40,000 views), a visit to the Turtle Hospital (70,000 views), the music of Howard
Livingston (38,000 views) and the Fantasy Fest Masquerade March (58,000 views).
In 2018 -19, the agency will continue to produce Facebook Live segments catering to
social media and mobile users' proven appetite for attention - getting video content.
Facebook Live segments will cover special events and other high- interest elements in
all districts that can heighten destination awareness, foster positive perception and
maximize viewer reach and engagement.
Support for Special Events
NewmanPR will devote substantial time, energy and resources to promoting the Keys'
special events and festivals. These include most events supported by district and
umbrella funding, as well as nonfunded events deemed important to one or more
aspects of the Keys' image and have strong potential appeal to media and consumer
audiences.
Publicizing Keys special events is essential in a well- directed PR plan because events
motivate time - specific travel to the destination, provide a worthwhile "news hook" to
generate media coverage and typically feature colorful content to spark social media
engagement and sharing.
To determine appropriate levels of effort to allocate in each case, the agency will
evaluate an individual event's value in attracting overnight visitors, popular appeal to
travel consumers, "indigenous" aspects and ability to support the destination's
positioning goals and sustainable philosophy. A line item in the expense budget
provides PR expenses for worthy events that lack support funds.
NewmanPR's activities to promote special events will include
1. Writing advance releases for mainstream and appropriate niche media.
2. Pitching stories to traditional and nontraditional print and broadcast media
outlets, bloggers and high -reach social media influencers.
3. As the Florida Keys News Bureau, producing and distributing spot stories,
photography and video news packages when events take place.
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4. Implementing direct -to- consumer promotion before and during the events via
Facebook and Facebook Live segments, Twitter, Instagram, Pinterest and other
Keys social media outlets.
5. For events with a strong visual component, producing video segments for posting
on the Keys' website and YouTube channel.
Travel Trade Public Relations
NewmanPR will continue to strive for placement of Florida Keys news items in travel
trade outlets, ranging from traditional print to online and social media vehicles. Agency
representatives will regularly connect with lodging interests, chambers of commerce and
other tourism entities to gather information on infrastructure improvements that provide
worthwhile news.
NewmanPR will create and distribute to travel trade media its quarterly "What's New in
the Florida Keys & Key West" that focuses on new and enhanced accommodations and
attractions offerings, and its annual overview of Keys news and offerings for the
meetings market. New for 2018 -19 will be an annual overview of Keys accommodations
and offerings suitable for wedding, honeymoon and vow renewal markets.
In addition, the agency will promote new and enhanced lodging options through
roundup releases, media pitching and other means of communication.
Releases and news stories on Keys highlights of interest to travel trade media and
influencers will be produced and distributed as appropriate, and the agency will continue
working to maintain high awareness of the TDC's sales and marketing staff.
Sales Support at Trade and Consumer Travel Shows
The agency will support the TDC's sales team at selected trade and consumer shows
and exhibitions throughout 2018 -19. This support may include preparing media
materials and electronic press kits on USB drives, producing magazines such as "Keys
Traveler' targeted to the show audiences, creating promotions or collateral for specific
shows and providing full media support at the Keys booth when appropriate.
The agency, either through staff or its affiliates, will provide notable on -site support at
high -value shows including Connect: Travel Marketplace, WTM London, Toronto
Outdoors and DEMA.
LGBTQ Market Programs
NewmanPR's 2018 -19 public relations program for the Florida Keys' LGBTQ market is
designed to appeal to multiple segments of the market and address their diverging
expectations. All activities will work to "connect and protect" the destination's national
and international heritage as a leading LGBTQ vacation spot, and communicate the
"One Human Family" mindset of inclusiveness and diversity that underlies its appeal.
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Messaging will target LGBTQ millennials, young professionals and travelers who
typically prefer all- welcome activities — as well as the older market that sees Key West
as a traditional vacation choice for enjoying LGBTQ- specific activities, accommodations
and entertainment.
Communications will emphasize the Florida Keys & Key West's position as a
longstanding haven for relaxation for LGBTQ travelers and the destination's ability to
provide memorable and satisfying vacation experiences for visitors throughout the
demographic.
The agency's overall messaging will emphasize the wide range of gay and gay -
welcoming lodging choices, activities from high- energy adventures to romantic and
wedding experiences, environmental offerings, eco- attractions, special events and
cultural aspects. The Keys' ease of reach for pre- and post- cruise getaways will be
communicated as well.
To reinforce awareness of the long heritage as an all- welcome destination, efforts will,
as appropriate, reference the Key West Business Guild's 40 -year history of marketing to
and welcoming LGBTQ clients from all over the world.
Planned promotional strategies include the production of a video featuring LGBTQ
visitors enjoying the "One Human Family" atmosphere of the Florida Keys. Footage will
present the destination as a place where LGBTQ visitors are free to be themselves, with
content including same -sex couples participating in a variety of land and water activities,
holding hands on Key West streets and enjoying dining, attractions and cultural
offerings. Other shots will include the rainbow flag flying at Key West's City Hall,
rainbow crosswalks and other tangible indicators of the LGBTQ- friendly atmosphere.
The video will introduce a new "Free to Be" theme for the market, conceived to
encourage all visitors to enjoy the inclusiveness and openness of the Keys'
communities.
The video will be provided to LGBTQ media, social media and influencers visiting the
Keys; distributed to attendees at national and international LGBTQ media missions; and
presented at travel shows and related events. It also will be included in the LGBTQ
press kit in the destination's online newsroom.
Other specific PR efforts will include two press releases each month, written by the
agency's LGBTQ media relations representative and distributed to targeted journalists,
bloggers and social media influencers. These may focus on special events, attractions,
environmental offerings, cuisine, cultural elements or overviews of Keys attributes of
interest to LGBTQ consumers.
In addition, the LGBTQ media relations representative will continue writing twice -
monthly LGBTQ entries for the "Keys Voices" blog. A "teaser" for each one is distributed
directly to consumers through a dedicated e-mail database.
Plans call for a series of blog posts focused on "Who's Who in LGBTQ Key West and
the Keys" to debut in late 2018 or early 2019. Posts will feature interviews with Keys
residents who help to strengthen the LGBTQ community and reinforce the destination's
reputation as a tourism leader.
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As appropriate, these pieces and others will be uploaded to the LGBTQ press kit in the
online newsroom. Adding timely and well- targeted information helps maximize this
resource's effectiveness for media in all genres.
An LGBTQ group familiarization tour will be staged in 2019 featuring activities,
accommodations and elements of interest to various LGBTQ demographics and
blended gay /straight groups, with media participants chosen for their ability to carry
Keys messaging to targeted consumers.
The familiarization tour will include breakfast and lunch meetings with local LGBTQ
community leaders, eco -tour operators, artists and entertainers. While headquartered in
Key West, media attendees also will sample Middle and Upper Keys activities such as
exploring the arts and cuisine scene of Islamorada.
In addition, the agency and its LGBTQ representative will coordinate individual visits by
journalists, bloggers and leading social media influencers. The latter will be selected for
their ability to reach young LGBTQ consumers and will be encouraged to communicate
their Keys experiences in real time to their followers. The agency will arrange in -Keys
meetings and provide support as needed, as well as creating itineraries that showcase
activities, experiential adventures and elements chosen to appeal to LGBTQ travelers.
As noted in a previous section of this document, the agency plans to produce an eight -
page LGBTQ edition of the "Keys Traveler" magazine. Content will support the "Free to
Be" theme and spotlight the history and longevity in the LGBTQ market that sets Key
West and the Keys apart from "latecomer' destinations seeking to attract the gay travel
dollar. The magazine will be distributed to traditional and online media, bloggers and
social media influencers during destination visits, as well as at travel shows and during
media missions.
Other initiatives include representing the Keys at the National Lesbian and Gay
Journalists Association annual convention and media summit. Media support may be
provided at the International Gay & Lesbian Travel Association's April 2019 annual
global convention in New York City.
The agency also will continue offering and supplying LGBTQ- related information and
input to mainstream media as needed, and maintain vital outreach to build and
strengthen relationships with social media content providers. The Keys' all- welcome
message will be carried directly to travel consumers via relevant event - related and spot
news postings, whenever appropriate, on the destination's social media platforms.
For the first time in its 20 -year history, WorldPride is to be held in the United States. It is
slated for June 2019 in New York City, marking the 50th anniversary of the Stonewall
Uprising and a half - century of pride.
This significant event is to take place throughout the month culminating in the final
week, June 24 -30. It is anticipated to be one of the largest LGBTQ events ever staged
with an expected 4 million attendees and a variety of gatherings, remembrances and
performances. The Pride Parade scheduled for Sunday, June 30, 2019, is to be covered
on cable TV and live- streamed around the world.
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Although specific PR opportunities are unknown at the time of authoring this plan, the
agency is seeking approval to join with sales and the advertising agency to take
advantage of the event. An appropriate budget allocation has been reserved and the
agency plans to send the Keys' LGBTQ public relations representative to the event.
INTERNATIONAL
Canadian Public Relations Plan
NewmanPR's Canadian affiliate agency, Toronto -based LMA Communications, will
continue ongoing efforts to reinforce Canadian - market awareness of the Florida Keys &
Key West's tourism attributes with a focus on sustainability. LMA will position the island
chain as a unique year -round destination that offers experiential or transformational
activities, scenery and protected resources.
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
genuine experiences and memorable activities that set the Keys and each of its 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.
LMA will continue to reinforce the strong profile the Florida Keys have attained as a
prime island destination for everything from its ongoing events and festivals, to its
intriguing culture, to its caring people.
LMA will nurture its existing relationships with established media to deliver favorable
destination coverage, while expanding reach among influencers and multilingual
communities. 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 and the city of Montreal, which represent key feeder markets.
Target Audiences
LMA's target audience focus is to encompass the following points that include: a
concentration on Canadian media and targeted consumers focused on travel, a focus
on Canadians who may not be aware of the uniqueness of the Florida Keys & Key
West, and a targeted public relations effort with key feeder markets.
The major area continues to be Toronto (with a population estimated close to 5 million)
and the Greater Toronto Area, including Hamilton, Niagara, Ottawa and southwestern
Ontario.
Primarily, LMA will focus on those who reside within Ontario (one of the most populated
and affluent provinces in Canada), as Florida is easily accessible from a
flight/cruise /drive perspective.
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Canada's French markets, primarily Montreal and Quebec City, have easy air access
and frequency of travel to Florida, with a population estimated at about 4 million.
Target markets will include:
1. Traditional sun - seekers desiring to escape about six months of cold Canadian
weather.
2. Families and multigenerational (an increasing segment within Canada).
3. Active living- retired (snowbirds /zoomer market).
4. MICE opportunities.
5. LGBTQ.
6. Destination weddings and honeymoons.
7. Watersports (fishing, diving, yachting).
8. Foodies who enjoy spirits (an interest in popular craft breweries has increased).
9. Additional specialty markets (Canada is a multicultural country with cultural
diversity and interests).
Canadian Public Relations Target Media
LMA's primary goal will be to focus on media outlets, covering all types, from broad
consumer mediums to targeted niche outlets. Among types of media:
Primary: Influencers, micro - influencers and bloggers and related social media (travel
and niche focused — the growth from Canada is significant).
1. National English daily newspapers: Top Canadian newspapers such as Globe &
Mail, National Post/Toronto Sun (now together under PostMedia banner),
Toronto Star, Winnipeg Free Press, Vancouver Sun, Hamilton Spectator, Ottawa
Citizen, Edmonton Journal and Metro Canada (a commuter paper throughout
Canada).
2. National French - focused daily newspapers: Le Devoir, La Presse, The Gazette,
Le Journal de Montreal and Le Journal de Quebec.
3. Niche magazines: Canadian Living, Zoomer, Diving Magazine, Foodism, Meeting
& Incentive Travel and Wedding Bells, as examples.
4. Broadcast shows /segments (TV, radio and niche programs such as "Fishing
TV ").
5. Ethnic community newspapers (Southeast Asian and Italian population segments
maintain large circulations throughout the country).
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Major Canadian Public Relations Tactics /Initiatives
LMA's proposed 2018 -19 public relations program, created to promote positive
awareness of the Florida Keys & Key West, includes:
1. A Canadian Weather Network "It's Better In The Keys" week campaign, focusing
on Ontario to boost awareness and interaction prior to the winter holidays.
2. A Canadian influencer TwitterChat party, to entice and boost social media
interaction through targeted Keys information.
3. A cross - Greater Toronto Area and Montreal media mission with breakfast and
deskside meetings, to proactively reach key media seeking to cover the Florida
Keys.
4. Targeted radio morning show interview segments from key feeder markets
across Canada to highlight the sustainability of the Florida Keys.
5. A "Connect and Protect" Instagram influencer press excursion, incorporating
Instagram Stories, to boost meaningful social media interaction through unique
Keys experiences.
6. A TMAC Media Marketplace 2019 Conference, which allows meetings with key
media in a "speed dating" structure. Goal is to identify select media to participate
in press trips and feature the Florida Keys in the immediate future.
Canadian Weather Network `It's Better In The Keys' Week Campaign
(Ontario)
Following success of the February 2018 Weather Network on -air, on- location segments
that aired throughout Ontario, LMA will expand this existing partnership to do more with
The Canadian Weather Network this fall, ahead of the 2018 -19 winter travel season.
Approach: Enhance and Expand the Partnership
1. Develop an "It's Better in the Keys" week campaign by leveraging and
repurposing content created by The Weather Network (from February 2018
content).
2. Dedicate one broadcast segment per day for one week, highlighting unique and
exciting Keys activities.
3. Broadcast segments topics can include:
a. How to create the perfect Key Lime pie.
b. Seasonal recipes.
c. Sustainability /eco- tourism.
d. Conch Republic (Ideally, Clinton Curry would do a live TV segment).
e. Ernest Hemingway Home and Museum.
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4. Contest Integration: At the end of each broadcast segment, an on- camera
presenter will reveal the "Keys to the Keys" code word of the day, allowing users
to enter online for a chance to win a trip for two to the Florida Keys.
LMA plans to have this activated during the first cold winter weather warning, tentatively
and typically estimated for mid to late November.
Timeframe for the airings will be two weeks on air for multiple daily airings during the
popular morning time slots, between 5 -9 a.m., EST). Generally, this schedule totals 12
to 16 daily hits. Typically, some segments get repeated throughout the afternoon.
As an add -on bonus, Weather Network is to include digital promotions for consumers
visiting its site and a dedicated Florida Keys video gallery playlist to house customized
videos. This section of the site receives on average 1 million monthly page views.
Canadian Influencer Twitter Chat Party (Canada -wide)
LMA plans to host a monthly Canadian exclusive Twitter party through TravelChatCA to
help connect the Florida Keys to a greater network of Canadian travelers.
TravelChatCA is a Canadian travel Twitter party founded by three leaders in the
Canadian travel blogging community. Hosts and moderators are Mary Chong
(Calculated Traveller), Will Tang (Going Awesome Places) and Sharon Mendelaoui
(Daily Dream 360). Combined, they have over 117,000 followers interested in travel.
As an example, a recent TwitterChatCA, focused on Orlando Melbourne International
Airport in Melbourne, Fla., generated a reach of 795,282 people, 200 participants, 1,822
tweets, and 17,386,421 impressions.
Typically, these TwitterChatCA parties last for an hour and include between eight and
10 questions. They will promote and moderate the branded Twitter chat through the
@TravelChatCA Twitter handle, as well as through their own individual Twitter handles,
with prearranged and approved questions. TwitterChatCA's audience of Canadian
consumers includes travelers of all ages and lifestyles who love discussing their passion
for travel. LMA can add questions related to sustainability, eco- tours, food and other
topics as appropriate.
As an added incentive, LMA will randomly select a winner at the end of the chat to
receive a predetermined prize (for example, a two -night hotel stay or a VIP pass in Key
West).
The agency finds that TravelChatCA Twitter parties help increase brand awareness by
increasing dialogue with followers. The Twitter parties open up opportunities to increase
followers for Florida Keys social channels.
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Cross Canada Radio Interview Feature Segments (Toronto, Montreal,
West Coast)
In an effort to further promote the Keys' uniqueness, LMA is to host a number of `live on
location" radio spots to highlight new hotel developments and attractions.
Stations from key markets across Canada would include:
1. "The Informed Traveler" (West Coast): "The Informed Traveler" is a radio
travel show hosted by Randy Sharman and heard Sunday mornings on
Newstalk770 Radio in Calgary and Newstalk 980 CKNW in Vancouver. Total
listeners are in the range of 350,000. Randy has expressed interest in visiting
and covering several 10- minute segments.
2. "Mose's World Radio Show" (Montreal): Mose Persico visited the Keys a few
years ago and has expressed interest in returning to cover the destination.
"Mose's World" is aired in Montreal, with about 105,000 listeners. Mose would
seek to record several five - minute interviews or segments to air for a weeklong
stretch.
3. "XS Mornings" CKXS -FM (Southwestern Greater Toronto Area): Greg
Hetherington is the station manager and morning show host of this Greater
Toronto Area radio station with roughly 80,000 listeners. Greg has expressed
interest in visiting the Keys to cover hotels, attractions and interviews for a
number of two- to three - minute segments.
For each show, LMA is to spread out visits and create separate itineraries to showcase
different Keys districts. Each visit is to include airfare, rental car, hotel stay (can be
included as one of the interviews for a comp) and a per diem for food. Timing is
projected for early fall, in advance of the winter booking season.
`Connect and Protect' Instagram Influencer Excursion (Ontario Media)
Firsthand experiences through press visits continue to be the best way to generate
positive awareness among key Canadian markets. As such, the agency will host a
Canadian "Connect and Protect" (#Con nectand Protect) influencer -only excursion to the
Keys. This will be used to raise awareness of the Florida Keys, feature eco- adventures
and eco- attractions, and engage influencers' followers.
Press trip attendees will post, tweet and share trip highlights throughout each day and
promote Instagram story videos during this trip. Instagram Stories is the photo- and
video - sharing app allowing users to share photos and videos in slideshow format.
Separate from users' profiles, Instagram Stories is a space for raw, real -time sharing.
Stories go beyond usual filter options to offer text, drawing, stickers and other features
for creativity. Within the first 25 weeks since its launch Aug. 2, 2016, Instagram Stories
reached 150 million daily users.
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What's more, Instagram makes it easy for users to engage with the best of the accounts
they already follow by surfacing stories algorithmically. Further statistics show that
approximately 8.9 million worldwide users are from Canada. The average Canadian
user checks his or her Instagram app an average of 10 to 12 times a day. Over one in
five Instagram Stories gets a direct message from its viewers, and one -third of the most -
viewed stories originate from businesses.
The agency will select well -known influencers with a strong following to offer as much
coverage as possible. Coverage is to include real -time posts of Facebook and
Instagram videos throughout the excursion. A set number of daily posts on one or all of
participants' social channels will be required.
A minimum number of in -depth story or further social media posts post -trip on their blog
or channels, and one post promoting content via participants' social channels will be
requested. LMA also will research the possibility of placements with a third -party outlet.
The agency has found this formula to be successful for extending coverage from a
previous social sharing media research trip to the Keys. Of note, the Keys' social
channels will be complemented with — and enhanced by — the selected influencers.
Traditional Media Canadian Group and Individual Press Trips
(Canada -wide)
Newspaper /Magazine Canadian Group Press Trip
LMA is to organize a second Chemed group press trip for early 2019 focusing on
newspaper and magazine outlets. This media research tour is to be organized with a
focus on the sustainability of the Keys.
The agency will seek to target representatives from five to seven media outlets from key
feeder markets. An LMA representative is to escort the group. As is typical for planned
press trips, media will be required to have a confirmed storyline and placement date.
The itinerary will include an even balance of eco- tours, attraction visits, culinary and
nature experiences throughout the Keys, representing each district.
Canadian Add -Ons to U.S. Group Trips
Whenever possible, the agency will source a Canadian media representative for any
empty spots that may exist on Chemed U.S. group press trips. For this, the agency will
discuss opportunities with the U.S. team to ensure they allocate suitable Canadian
media additions, according to theme and itinerary focus.
Individual Press Visits
Throughout the year, LMA will plan for a minimum of one to two personalized individual
visits per month, depending on availability. Press trip itineraries are to be customized to
the outlet and specific story focus.
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Key Feeder Market Media Mission Breakfasts and Deskside Meetings
(Greater Toronto Area and Montreal)
According to recent Keys research, Toronto and Montreal continue to be Canada's top
international markets with visitor sources. Proactive media missions work to assist in
clearing up any lingering Hurricane Irma — related misperceptions, while allowing LMA to
highlight new and upcoming resorts and attractions.
Missions will combine deskside appointments with one breakfast reception in each
market, scheduled to build awareness and encourage travel to the Keys from these two
top Canadian destinations.
The Greater Toronto Area is recognized as Canada's most populated metropolitan area,
with a population of 6.5 million. As Canada's economic capital, it is one of the most
multicultural and cosmopolitan cities in North America and the world.
The GTA, as it's called, consists of Toronto and the four surrounding regional
municipalities of Durham, York, Peel and Halton. Specifically, GTA is the headquarters
of Canada's major national broadcast networks and media outlets.
LMA will cover a number of different media outlets, reaching a wide range of people,
interests and targets, including, but not limited to
1 . Foodism Magazine — Circulation: 30,000
2. Xtra (LGBTQ) — Unique Monthly Visitors: 150,000
3. Wedding Bells — Circulation: 120,000
4. Ignite magazine — Circulation: 20,000
5. Vacay.ca — UMVs: 135,000
6. Hamilton Radio — Listeners: 400,000
7. Toronto Star newspaper — Circulation: 308,881
8. PostMedia (National Post/Toronto Sun) newspapers — UMVs: 3,500,000
9. The Globe and Mail newspaper — Circulation: 323,133
Montreal is recognized as the second - largest economy in Canada with a metropolitan
population of roughly 4 million. Given its extreme weather, this area has the most
"snowbirds" who spend longer periods of time in warmer vacation destinations.
LMA will cover a number of different media outlets, reaching a wide range of people,
interests and targets, including but not limited to
1 . Fugues magazine (LGBTQ) — Circulation: 42,000
2. Le Devoir — Circulation: 32,412
3. Montreal Gazette — Circulation: 116,000
4. The Journal de Montreal — Circulation: 232,300
5. LaPresse.ca — Circulation: 205,000 daily, UMVs (lapresse.ca) 6,328,219
6. 24 Heures Montreal — Circulation: 150,239
7. Cuisine futee — Circulation: 90,000
8. MTL Blog — UMVs: 620,478
9. Canadian World Traveller — Circulation: 58,000
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Travel Media Association of Canada Media Marketplace (Northwestern
Canada)
TMAC continues to be the premier travel media association in Canada, bringing
together travel media and tourism industry members. Its media membership is based on
a point system, requiring members to have ongoing current placements with an
accredited outlet.
All TMAC industry and media members are invited to an annual Media Marketplace,
allowing one -on -one appointments. These appointments are spread out over two days,
with prescheduled 15- minute meetings with media outlets. During these meetings, most
media members seek to learn what is new with the destination and editorial and press
trip opportunities.
LMA generally supplies information targeted to media members' interests and provides
takeaways after the marketplace.
The agency continues recommending participation in the Annual Travel Media
Association of Canada Conference. This four -day conference is to take place in June
2019, tentatively to be held in northwestern Ontario. Thus, LMA is to continue targeting
regions throughout Ontario, a major feeder market.
Partnerships with Canadian Media Events
Opportunities exist for participation in Canadian events that Visit Florida plans to host.
While Visit Florida's focus is shifting more toward travel trade relationships, LMA will
review opportunities for participation. As of early July, Visit Florida's current themes,
exact dates and focus of events are yet to be determined for Canada for fiscal year
2018 -19.
During upcoming scheduled events and depending on locations, LMA will look at
opportunities for pre- and post -event media meetings to maximize potential
investments.
Ongoing News Release Blast Distribution (Canada -wide)
LMA will continue distributing frequent news releases as shared by the Florida Keys
team.
Additionally, a monthly eBlast highlighting a number of events and festivals, new or
enhanced accommodations and other offerings from each of the five districts will be
curated and distributed to the agency's media database. The agency's database
consists of over 1,100 Canadian media contacts from a variety of markets including
blogs, print outlets (newspapers and magazines), broadcast/radio, travel, travel trade,
specialty, lifestyle, culinary, fashion and sports.
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Editorial Calendar Feature Pitching (Canada -wide)
As part of the ongoing media awareness building, LMA will proactively reach out to
Canadian media outlets and freelancers to identify any potential editorial feature
opportunities throughout the year that may be a fit for the Florida Keys.
The agency team continues to be
travel /hospitality /lifestyle media and LMA
editorial fits for the year ahead.
well recognized by the Canadian
maximizes these relationships to ensure
The agency's comprehensive list of contacts covers everything from the latest
influencers to daily and community newspapers to magazines.
Representation at Travel Media Monthly Networking Events (Ontario)
LMA will represent the Florida Keys at various monthly media networking events.
Networking events are generally hosted by the following top four associations
1 . Society of American Travel Writers — A North American association for travel
writers, photographers and industry professionals.
2. Travel Media Association of Canada — Canadian'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.
Each association's events allow ongoing opportunities to meet or continue discussing
opportunities with media outlets.
Proactive Crisis Communications (Canada -wide)
When needed, LMA will execute a crisis communications plan to effectively manage
communications to ease any negative misunderstandings, while maintaining
transparency of issues and of any subsequent breaking news.
As part of the effort, this entails
1 . Communicating with the Florida Keys head office in developing strategies for all
possibilities and determining the best course of action.
2. Distributing news updates and releases on progress of a crisis.
3. Arranging for key immediate media interviews (TV, radio) with the Florida Keys
team to act as the credible source for information.
4. Continuing with dissemination of news releases and updates as required.
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Additional Opportunities
As the "eyes and ears" on Canadian ground for the Florida Keys, LMA will continue to
provide updates as they relate to travel trends, competitor strategies and tactics, and
potential opportunities.
As these updates become available, the agency will discuss any opportunities to work
pertinent information into existing media communications and events.
United Kingdom and Europe
KBC PR & Marketing, headquartered in the United Kingdom, is NewmanPR's
contracted agency for the Florida Keys & Key West throughout Europe.
The U.K. and Ireland and German - speaking markets, through sub - contracted agency
Get It Across (GIA) of Cologne, Germany, will continue to be the prime focus of public
relations activity for 2018 -19, with a refocused investment in the booming French
market through sub - contracted agency AZpirine of Paris, France. A presence will be
maintained in Scandinavia as well.
PR programs will continue to take advantage of 2017 -18's significant increase in flight
capacity into Miami and Fort Lauderdale from European cities, making the Keys more
easily accessible at a time when hotel capacity continues to increase. Programs will
also seek to communicate a key message about the sustainability of Keys vacation
elements and viable actions taken by the destination to preserve, protect and enhance
the natural Keys environment.
In Europe, memories of natural disasters in the U.S. are very short, and the impact of
Hurricane Irma is no longer at the forefront of international travelers' minds. Public
relations activity will support the continuing recovery process in the Keys. New Keys
accommodations and major refurbishment programs will provide excellent news hooks
for the trade press and luxury market media.
While there is no main overarching theme for European activity, establishing a distinct
identity for a travel destination has never been more important. Whenever possible,
experiences unique to the Florida Keys & Key West will be highlighted in all media
outreach, as will the Keys' commitment to sustainable tourism.
Key Media Trends Impacting the European Media Campaign
1. It is expected that news print reach will continue to decline, particularly with the
younger generations, as online publications such as HuffPost and the
Independent become stronger and their efforts to restore public trust in news
media take hold. For example, the Independent, now digital only, has a higher
monthly readership than the Daily Express, the London Evening Standard or The
Times. HuffPost's U.K. edition has become increasingly influential, supplying
news feed to many platforms such as Talk Talk.
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2. It is predicted that demand for paid online media content will continue to grow,
with half of literate adults in developed countries expected to have at least two
online -only media subscriptions by late 2018. Such services may include video -
on- demand, music, gaming, news and magazines. Platform brands such as
Netflix, Amazon Prime and Spotify have become household names. Many other
TV monitoring companies are creating dedicated subscriber platforms for their
own branded products.
3. Disruptor Buzzfeed is now considered to be a mainstream media player with a
weekly reach similar to some of the largest online newspaper and broadcast
platforms in the U.K. Its live coverage of the U.K. general election in 2017
attracted over 2 million viewers, challenging established news providers such as
the BBC, ITV and Sky News.
4. Magazine publishers have been experiencing declining sales for some years,
with many moving to digital platforms where advertising sales have started to
improve. To continue this online trend, magazines recognize they need to more
accurately measure audience sales and brand trust across various platforms,
including digital. A new industry measurement system is to be introduced in
2018: Audience Measurement for Publishers is to provide research on reach and
frequency for magazine brands across mobile, tablet, personal computer and
print formats to show how audiences shift among those content platforms.
5. Influencer marketing will continue to rise in importance throughout 2018 -19,
although many older marketers simply see this trend as a new term for public
relations. The influencers are now individuals who have created their own online
publishing platforms and brands. These micro - influencers, eager to establish
themselves, are not only more affordable but actively seek to partner with
targeted brands. Their audiences are often highly specialized or focused on
particular subjects, delivering excellent return on investment: 82 percent of
consumers follow recommendations made by micro - influencers, according to
Expertcity, a corporate remote access space developer in Santa Barbara, Calif.
Many micro - influencers are highly professional and well regarded by their peers
in traditional media.
6. In 2017, 90 percent of all content shared by users on social media was video.
Mobile video is the world's fastest growing ad format. It is estimated that by 2020,
video will make up 80 percent of all online consumer intereet traffic. The biggest
challenge is how to capture viewers' attention in the first three seconds. Video
content needs to be high quality, relevant and engaging, following the rule of
"design for sound off, delight with sound on."
7. While video content is increasing in popularity, interest in traditional broadcast TV
is declining, particularly among younger audiences. Viewers older than 64
watched TV for an average of five hours, 44 minutes per day in 2016, but 16- to
24- year -olds watched just an average of one hour, 54 minutes. Instead, these
younger viewers watch on- demand TV, boxed sets, and use gaming apps and
social media.
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8. Traditional journalists have had to become multiplatform specialists, able to
deliver content for print, online, mobile devices and social media to meet
demands of a changing audience, as described above.
European public relations activity will position the Florida Keys & Key West as a laid -
back, subtropical, sustainable and welcoming travel destination that offers a unique
vacation experience for every visitor.
This uniqueness can be found in the wide variety of experiential and transformational
activities available and the Keys' warm welcome offered to all, regardless of race, creed
or sexual orientation. Outreach will highlight must -do elements of a Keys vacation such
as driving the Overseas Highway or attending the Mallory Square Sunset Celebration
and signature events like Pigeon Key Art Festival and Fantasy Fest. KBC plans to
demonstrate how each vacation can be personalized to individual activity preferences
such as scuba diving, fishing, paddleboarding, meeting wild dolphins in Florida Bay, or
experiencing the island chain's art and literature.
KBC will focus on video coverage on digital platforms, while still welcoming media from
traditional print titles offering multiplatform coverage to maximize exposure across print,
online, mobile and social, thus inspiring the widest possible range of consumers to
consider booking a unique vacation in a unique destination.
It is also necessary to recognize and acknowledge that with increasing pressure on
Keys accommodation providers, a greater share of budget likely will need to be
allocated to cover hotel stays for journalists visiting the destination.
U.K., Ireland and Secondary Markets Implementation
Objectives
1. Position the Keys as a relaxed, welcoming destination where visitors can create
a unique, personal vacation experience.
2. Build further relationships with key travel micro - influencers to generate engaging
video content for the various traveler groups: millennials, multigenerational
families and over -50s couples.
3. Grow multiplatform coverage through traditional print titles that now offer digital
content on both mobile and desktop platforms.
4. Increase focus on the French market through a dedicated group media trip to the
Keys for French journalists, supporting a growing travel market to Florida and the
Keys.
5. Further develop contacts within the LGBTQ sector through a media mission to
promote year -round visitation stretching beyond iconic LGBTQ events.
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Introduction
The refurbishment of established and development of new accommodation options in
the Keys provides an excellent news hook for all types of media. This increase in quality
accommodations and expansion of the luxury sector will help to provide context for any
media scrutiny of pricing challenges. Sustainability of the tourism sector, utilizing the
message of "Connect and Protect" in the Keys, is to serve as a key message.
Activity in the U.K, Ireland, France and Scandinavia will showcase the Keys as a unique
part of Florida offering something for everyone. Each person's personal choice of
activities will deliver a unique experience — a world away from the artificiality of the
state's theme parks and trendy cities.
Activities
Press Releases
KBC will distribute two press releases to the U.K. and Irish market per month.
Generally, these will include one event release and one news or Chemed story. The
continuing trend toward multimedia content means that topics with strong imagery
and /or video footage are to be given 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.
All U.K. press releases are also shared with the Visit USA Association, Visit Florida and
Brand USA for their own outreach, further increasing potential distribution.
Media Visits
KBC will secure and manage a minimum of 13 media visits per year to the Keys from
the U.K., Ireland and Nordic markets, with activity to be split among individual media
visits and one group trip. Attention will focus on digital outlets with a national and /or
specialized reach that will carry video content. Traditional print media outlets will also be
included when they can offer multiplatform coverage including social media posts on the
journalists' own Facebook and Instagram accounts, and those of their media outlets.
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`The Florida Keys Your Way' Group Press Trip – May 2019
The U.K. group trip for 2018 -19 will focus on micro - influencers specializing in the travel
sector with an itinerary that demonstrates how easy it is to personalize a visit to the
Keys, making it a unique experience every time. Activities will include those on land and
sea, allowing participants to "roam," posting on social media and creating unique video
and written content for their blogs and websites as they travel throughout the Keys.
Land -based activities could include touring the arts districts of Islamorada and Key
West, taking a literary or bike tour, exploring the wildlife and nature trails of Bahia
Honda State Park or the National Key Deer Refuge and visiting the Turtle Hospital and
Dolphin Research Center. Participants will be given free time in Key West with a VIP
pass and encouraged to seek out and immediately tell the story of their own personal
experiences.
Sea -based activities would include a choice of watersports – whether high- energy fun
on a do -it -all adventure or more organic experiences of paddleboarding or kayaking.
Those keen on fishing could try a catch - and -cook experience, while others may choose
to take a boat trip into Florida Bay to find wild dolphins or snorkel in pristine waters of
the Florida Keys National Marine Sanctuary.
Special Project: `Florida Keys Reef: Connect and Protect' Campaign
With environmental issues at the forefront of consumer consciousness, KBC will
coordinate a pan- European campaign promoting reef - friendly tourism around the theme
of "Connect and Protect."
The campaign will involve messaging to consumer and travel industry audiences about
protection of the Keys' unique marine environment and conservation of its precious
natural resources, raising awareness of reef - friendly practices and attracting
participation by journalists and celebrities in coral restoration and other eco- conscious
tourism activities.
Key themes will focus on visitors taking an active role in reef protection through their
behavior — avoiding physical contact with live coral, wearing reef - friendly sunscreen or
taking part in reef restoration.
Campaign elements will include a launch release for the "Connect and Protect"
campaign, outreach to tour operators and travel agents to encourage them to include
reef protection messaging to their clients prior to travel, profile pieces showcasing the
role of sustainable tourism throughout the Keys, and Chemed visits by media including
celebrity journalists and influencers from the U.K., Germany and France with an
emphasis on participating in voluntourism initiatives with organizations such as the
Coral Restoration Foundation.
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Project: Laidback Luxury Blogger Campaign
With the increasing importance of securing content in digital space and growth of
influence of bloggers as new media publishers, a commercial "influencer" campaign is
strategically one of the most effective ways to create exclusive, influential Florida Keys
content to excite, engage and inspire U.K. and Irish millennials.
KBC will partner on a 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
associated social media channels are a strongly trusted platform for stylish travel
inspiration. After her attendance at KBC's U.K. media lunch in March 2017, Jess has
shown great interest in collaboration with the Florida Keys to make it one of the first
American destinations showcased on The Travelista.
KBC has negotiated an affordable paid content campaign focused on the theme of
laidback luxury. Through high - quality stories, photography, social and video content, the
campaign is to distinguish the Keys from mass - market Florida, raise awareness of the
growth in affordable, laidback accommodations in the Keys — including the first luxury-
inclusive resort in Key Largo, renovated and new hotels in Islamorada and Marathon,
recently opened hotels in the Lower Keys and newly renovated properties in Key West
— and demonstrate the ease of access to the destination.
Jess Gibson is 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 hosted restaurants. The project
also includes two days for travel to and from the Keys, plus three days for editing and
content creation after the trip.
The proposed content deliverables are to be
1. Editorial: Three blog posts hosted on thetravelista.net each with a link to fla-
keys.co.uk Topics are to be determined in advance to meet strategic Keys goals.
2. PhotographyNideography: 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 more detailed Florida Keys videos. Overall, eight
minutes of footage will be filmed while on location. NewmanPR is to be granted
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.
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Timing of this project is proposed as early to mid - December 2018, allowing Jess to
publish her editorial, video and remaining social content at the start of the U.K.'s peak
booking season in January 2019 — providing clear, inspirational messaging to her
audience about the Florida Keys as a year -round destination. Millennial travelers
typically are most likely to book a sunshine holiday during winter.
Special Project: LGBTQ Media Mission in London
As with all specialist media, it is important to maintain contact with known media and to
create and nurture relationships with new writers entering the market. After KBC's very
successful LGBTQ project in 2016 -17 at Brighton's Gay Pride, it is time for further
focused outreach to this important media segment. KBC plans to do this with a media
mission over a three -day period in early 2019. Meetings are to be held with LGBTQ
editors, writers and influencers, updating them on LGBTQ vacation opportunities
throughout the Keys.
Scandinavia Implementation
KBC is to execute a media mission to Oslo and Stockholm to visit significant media in
those regions and will initiate frequent press release distribution to outlets throughout
the Scandinavia region.
France Implementation
KBC is to 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 via one -to -one media outreach. According to the TDC's market research,
the French market is growing; thus, KBC recommends increasing public relations in
France to support and extend this growth.
Activities
Press Releases
Relevant releases for the French market are to be translated or crafted, targeting
French interests, and distributed to media. Topics will include news, Chemed stories and
those promoting specific events.
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Media Visits
Visits to the destination by French media are vital to stimulate increased knowledge of
and desire to explore the Florida Keys. Activity will focus on achieving a significant story
"hit," either via TV or a dedicated group press trip for French journalists.
TV Shoot or Group Press Trip
As the prime target for fiscal year 2018 -19, the successful TV travel show "Echappees
Belles" will be invited to visit the Keys to shoot a vacation feature. The show is initially
broadcast on primetime TV every Saturday at 8:45 p.m., with frequent reruns in different
day and time slots. With an average weekly audience of more than 1 million viewers,
KBC believes this show is the best vehicle to dramatically raise awareness of the
destination in the French market.
It is envisaged the shoot schedule will encompass each district of the Keys, showcasing
sustainable and cultural attributes including the cuisine, which is of particular
importance to the French market. Key lime pie, favorite local eateries and sustainable,
locally sourced seafood will be touchstones for a main segment.
Every effort will be made to secure the film shoot by "Echappees Belles." However, if
not possible due to editorial or logistical reasons, this proposal is to be replaced with a
dedicated group media trip, Chemed "Cultural and Sustainable Experiences in the
Florida Keys."
With activities such as cycle tours, eco- kayaking and unique environmental
experiences, the sustainable nature of the Keys will be amply demonstrated. Activities
such as the Morada Way Art Walk, the Literary Walking Tour, and various Key West
museums including the Ernest Hemingway Home & Museum and Harry S. Truman Little
White House will showcase the Keys' unique cultural gems. Ideally, the trip would be
held in June 2019 with a maximum of six journalists.
Individual Media Visits for Micro - Influencers
In addition to the TV shoot or group trip, individual media visits for one or two leading
bloggers will be organized to cover several topics demonstrating the destination's wide
product range and activities available for millennials, families and multigenerational
travelers. To raise awareness of the Florida Keys as a lively, yet relaxed, vacation
choice would also be a key factor for these targets.
Sales Support: `A Taste' of the Florida Keys at IFTM /Top Resa
Public relations will continue to support sales efforts in the French market, particularly at
the annual trade show IFTM /Top Resa in September 2019. An intimate media dinner on
the eve of the show has traditionally proven popular with targeted journalists and thus,
would be held again. KBC's French affiliate will also investigate practicality of inviting
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journalists to the show's Keys booth to offer a genuine taste of the Keys with Key lime
pie, Keys candy or cookies and an updated press kit.
Germany, Austria and Switzerland Implementation
Objectives
Social and digital media outreach will continue with an expansion of the Keys' Facebook
community to counteract Facebook's recent algorithm changes and to continue frequent
postings. A special focus will target bloggers who do not request a fee, except for one
strategically chosen standalone trip.
Efforts will also build on past outreach in the prosperous Austrian and Swiss markets.
Overall communication will focus on messages of ecotourism, sustainability and nature,
and organic and local food, demonstrating a new kind of vacation that highlights
individual experiences, harmony with nature and once -in -a- lifetime adventures.
Introduction
The German - speaking market is wealthy, and research indicates that consumer
spending on vacation experiences will increase in 2019 and beyond. Long -haul
travelers enjoy planning individual vacations well in advance, in contrast to short -haul
tourists heading off to mass tourism destinations. An appreciation of "quality before
price" holds true for demanding travelers from Germany, Austria and Switzerland. In
those countries, unemployment and inflation rates continue to steadily decrease.
The U.S. remains Germany's No. 1 long -haul destination, and Germany continues to be
the sixth largest market for inbound tourism to the U.S. Smaller, specialist tour
operators are reporting an increase in U.S. bookings. Current exchange rates make
travel more affordable than last year. Currency is a stronger factor than politics in
consumer vacation choice.
These four airlines now offer direct nonstop flights from German - speaking Europe to
Miami, the international gateway airport for the Florida Keys from Germany-
. Eurowings, from Duesseldorf -- three flights per week.
• Lufthansa German Airlines, from Frankfurt — seven flights per week.
• Swiss, from Zurich — six flights per week.
• Austrian Airlines, from Vienna — five flights per week.
There is considerable additional direct international airlift from German - speaking central
Europe to Florida utilizing Orlando, Fort Myers and Tampa airports. With an average of
19 overnights in the USA, all gateway Florida airports are relevant for the Florida Keys
to attract travelers from Germany, Austria and Switzerland.
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German Activities
Press Releases
GIA, subcontracted through KBC, will continue distribution of two press releases per
month to a broad selection of media outlets and journalists, adapting the releases
produced by KBC for the German - speaking market. Additionally, GIA will develop press
releases and pitches in conjunction with the above - mentioned objectives. Designated
topics are to include sustainability /eco- tourism, culinary/food /cooking experiences,
LGBTQ offerings, family travel, outdoor activities/natu re/g lam ping, watersports and
luxury experiences. GIA's overall goal is to feature key attributes 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 from Germany, Austria and
Switzerland to travel to the Keys in fiscal year 2018 -19. Attention will focus on traditional
and influential national media outlets with significant circulations. The overall goal of
individual and group press trips will be to produce outstanding and measurable articles
(print and online) and social media features about the Keys in the German - speaking
market. An additional objective is to generate articles for special interest magazines with
a very specialized focus. Possible topics of interest for individual fam trips include: eco-
tourism and sustainable travel, culinary, luxury (accommodation and activities), fishing,
weddings and honeymoon, LGBTQ, watersports and family.
Joint Group Press Trip with Visit Florida Germany — late 2018
Visit Florida's office in Germany executes two media group press trips per year. For the
first time, Visit Florida has requested inclusion of the Keys in one of these itineraries,
planned between mid October and early December 2018 with a group of five journalists
and two Visit Florida escorts: the Germany media representative and a Tallahassee -
based media representative. For this trip, the Keys will likely be combined with Naples
and the Everglades. Working with Visit Florida gives GIA opportunities to make the
Keys' budget work harder.
Visit Florida will pay for flights and ground transportation, while opportunities will be
sought for hosted Keys accommodation, food venues and activities. GIA is to ensure
that the Keys gets its share of story inclusions with participating media, through direct
pre- and post -trip conversations. GIA also recommends that Keys representatives meet
with the group in the Keys. This collaboration will serve as the German - speaking
market's one Keys group trip for fiscal year 2018 -19.
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Special Project: Mapping the Keys
"Mapping the Keys" will be the social media project for the upcoming fiscal year, after its
postponement from last year necessitated by Hurricane Irma. In fiscal year 2017 -18, the
10 Unforgettable Keys Experiences" project was presented on the Keys' German
Facebook page and in the Florida Keys Facebook group, encouraging page fans to vote
for their favorite experience (thus engaging participants). The project encourages fans
to actively participate in a Keys - related activity and share their experiences on social
media. Lists from the 10 Unforgettable Keys Experiences" project will be used as a
basis to create connections for participating fans. By using the free Google tool, "My
Maps," GIA will create an interactive map of the Florida Keys, highlighting points of
interest such as the 10 Unforgettable Keys Experiences," hidden gems, state parks,
venues for voluntourism, eco- tours, hotels, attractions, restaurants and scenic locations.
Relevant imagery, tips and video content will be produced for each.
The map will be shared in the German Florida Keys Facebook group as well as on the
Facebook page, and will be open for the community to contribute ideas, locations, tips
and photos of their own. This will foster interaction and active participation in creating
the page together, but will also result in an even closer relationship for the Keys with
loyal and valued Facebook fans. The German Facebook page and the group will
become a platform for exchanging exclusive travel tips, growing into a collection of Keys
experiences, offering the most up -to -date German insider travel guide available for the
destination.
Special Project: Blogger Relations — Keys Eco- Adventures
GIA's goal for fiscal year 2018 -19 is to work closely with bloggers from Germany,
Austria and Switzerland, targeting those who do not charge for development of
partnerships. Blogger trips are to be incorporated into an individual fam trip program
with a focus on sustainable, environmental and eco- friendly tourism in the Keys.
GIA, however, plans to invite blogger Viktoria Urbanek, administrator of Chronic
Wanderlust, to experience the Keys on a bicycle from Key Largo to Key West.
Viktoria's Chronic Wanderlust has more than 60,000 monthly unique users across
Germany and Austria. Her focus is on diving, an excellent combination with the overall
message of sustainability. Exploring and protecting the Keys' coral reef, diving wrecks
of the Shipwreck Trail, experiencing soft outdoor adventures and a "Three Hands"
sustainable cooking experience are possible ideas for a trip with Viktoria. Anticipated
coverage will include three blog posts, exposure via social media channels, and a three -
minute YouTube video showcasing one of the dive spots.
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Special Project: Culinary Media Event in Munich
To deepen existing relations and secure new media interest in the Florida Keys, GIA will
host a get- together with up to 12 journalists and bloggers from Germany, Austria and
Switzerland during the well -known consumer travel and leisure event F.RE.E.,
scheduled in February 2019 in Munich.
In addition to German media, the event attracts a large number of upscale Austrian and
Swiss travel journalists due to the location's proximity to these countries.
GIA is planning a casual "Meet the Keys" or a "Talk & Dine" dinner with typical Keys
dishes created with sustainable ingredients, presenting a taste of the destination's
culinary offerings to attending media contacts.
China
In the fiscal year 2017 -18 public relations plan, the agency proposed, and the TDC
approved, the contracting of a Chinese -based public relations firm to establish
marketing initiatives in China. However, Hurricane Irma's impact on the Keys forced the
agency to cancel those plans.
The agency and the TDC sales department desire to make a concerted push in China,
but to do so with different strategies than those proposed last year.
Instead of a conventional public relations approach, NewmanPR is to contract with a
Chinese -based travel marketing firm — specializing in social media and web content
that has extensive experience with North American clients.
After examining proposals from three different firms, NewmanPR has chosen Dragon
Trail. Among U.S. clients including Norwegian Cruise Line, the Los Angeles Convention
and Visitors Bureau and Hertz Rental Car, Dragon Trail represents Visit Florida for
social media endeavors.
The focal points of the Chinese program, which includes both consumer and travel trade
relations, are the following
1 . Build a basic fla- keys.cn website that is written in Mandarin, is mobile friendly,
complies with Chinese law and resides on a server within the "Great Chinese
Firewall." Two Oceans Digital /FloridaKeys.com is to work directly with Dragon
Trail to manage the effort, but funding will come from the public relations budget.
This should enhance the Keys web experience for the Chinese market. Currently,
many features of the website, primarily videos, are not visible in China because
of the country's firewall. Hosting the site within China will alleviate that issue and
basic information written for Chinese consumption will facilitate communicating
the Keys experience for the market.
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2. Integrate a dedicated Keys WeChat story feed — one of two primary Chinese
social media channels — to help keep content fresh, improve value to the user
and improve website SEO performance. Dragon Trail is to create weekly content
for the channel based on direction from NewmanPR. Dragon Trail will monitor the
WeChat channel and answer any questions submitted by Chinese audiences.
3. Organize familiarization trips for individual key online influencers to experience
and share messaging on the Florida Keys to their audiences and the Keys
WeChat account.
4. Produce a Chinese travel trade webinar, linked to the WeChat channel, to
educate agents on the Florida Keys. Dragon Trail maintains a database of some
25,000 agents and tour operators, and will use that to create an audience for the
webinar.
5. Create contests and promotions on WeChat and negotiate cross - promotions with
suitable partners, including Visit Florida and Hertz.
6. Implement monthly reporting including post activity, performance results and
competitor analysis with up to three competitors chosen by NewmanPR and the
TDC sales department.
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Additional Promotional Efforts
Collaborative Activities
In 2018 -19 as in the past, the agency will take advantage of collaborative efforts that
can be executed with the public relations offices of Visit USA, Visit Florida and other
organizations.
Synergistic connections 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 appropriate and advantageous, NewmanPR will undertake opportunities to
collaborate with public relations representatives of individual Keys properties and
attractions.
Selected Joint Media Blitzes
As viable, the agency will participate with Visit Florida in selected joint media events and
receptions in targeted major and emerging markets. These activities typically offer both
cost - effective and time - effective opportunities to promote the destination and its
offerings to a variety of media, ranging from representatives of lifestyle and airline
magazines to bloggers with wide readerships.
Media Promotions
As in previous years, the agency will take advantage of media promotional opportunities
that can cost - effectively enhance destination awareness. Support may include such
elements as providing a contest winner's transportation to the Keys as part of a
broadcast promotion, exploring sponsorships of programs and events that advance
stated marketing objectives, or partnering with bloggers or social media influencers on
destination - focused initiatives.
Destination Representation at Journalist Conferences
NewmanPR is one of about a dozen agencies nationally with three members in the
influential Society of American Travel Writers. The agency will represent the Keys at
events including the SATW national convention and regional meetings. The agency also
maintains membership in the Outdoor Writers of America Association and the Florida
Outdoor Writers Association, and will continue to promote the destination to members of
those organizations at all appropriate opportunities. Last year NewmanPR joined the
North American Travel Journalists Association, an organization of travel writers,
photographers, editors and DMOs in the U.S., Canada and Mexico.
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PR Activity for Keys Tourism Industry Interests
As needed, the agency will produce and distribute travel advisories electronically to
hoteliers and other industry members to communicate information about situations that
could impact tourism. Tourism advisories also will be produced and electronically
distributed to alert industry members about potential public relations opportunities.
When requested, NewmanPR representatives will make presentations to Keys tourism
organizations about ways they and their members can take advantage of TDC public
relations opportunities to maximize their own PR effectiveness.
Crisis Management and Communications
One of the most fundamental tests of a destination's communications plan is a crisis
situation, whether the crisis threatens or actively impacts the destination. Never has the
agency's crisis management program been more important than in the period directly
before and during 2017's Hurricane Irma, and during the storm's aftermath and the
Keys' reopening to visitors.
Then as in other crisis situations, NewmanPR's crisis communications efforts included
conceiving and carrying out strategies that helped the Florida Keys recover tourism
market share and positive image, while working tirelessly to dispel harmful inaccurate
perceptions.
The agency has provided, and will continue to provide, crisis management as necessary
for occurrences involving hurricane threats, hurricane impacts, diseases such as
dengue fever, New World screwworm affecting Key deer, concerns about Zika, major
traffic accidents, fires, situations such as the 2010 Gulf oil spill, and disruptions and
other situations that could negatively impact tourism flow.
In the coming fiscal year, the agency will review and enhance its crisis management
strategies for the Florida Keys, based in part on knowledge gained while dealing with
Hurricane Irma and its aftermath, and update the existing Hurricane Emergency Plan for
both threatened and actual storms.
The latter plan integrates Keys tourism industry and community leaders and serves as a
guideline in dealing with storm threats or occurrences, and other actual or potential
crises. Its cornerstone is a strong ongoing relationship with Monroe County Emergency
Management and the Key West National Weather Service, beneficial to the TDC and
the tourism industry, that supports efforts to achieve economic recovery as quickly as
possible after a storm passes or a crisis resolves.
In addition, the agency will maintain its strong relationships with Monroe County law
enforcement, military organizations, and federal and state environmental organizations
— including the National Hurricane Center — to provide constant information
interchange and coordinated responses to situations that might impact tourism flow.
In any crisis or emergency situation, the agency is to provide important information to
Keys lodging properties, other tourism interests and consumers as quickly as possible.
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Transmission is via e-mail blasts and social media. In addition, working with the Lodging
Association of the Florida Keys and Key West, the agency will organize a pre— hurricane
season preparedness workshop for the tourism industry on behalf of the TDC. Plans
also call for participating in an annual hurricane - related media blitz with the Monroe
County Emergency Management Office.
Visitor Assistance Line
The public relations expense budget funds a 24 -hour, toll -free visitor - assistance service
that functions 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.
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Public Relations Expense Budget for Fiscal Year 2018 -19
Domestic PR Expenses
U.S. Press /Blogger trips expenses (individuals and groups) ..... ...............................
$70,000
"Connect and Protect" video production ............................... ...............................
$30,000
Domestic media conferences and development ................... ...............................
$10
Domestic - sponsored bloggers' fees ..................................... ...............................
$20
Taste of the Florida Keys PBS television show (final payment) ............................
$25
WPBT Art Loft ................................................................... ...............................
$19
Broadcast television show production support .................... ...............................
$30
"How to Do Florida" production ........................................... ...............................
$39
FacebookLive ..................................................................... ...............................
$15
Keys Arts' Connections Project ............................................. ...............................
$3
Special events support ...................................................... ...............................
$50
Domestic distribution (online press room monthly fee, newswires, etc.) ..............
$6
Additional generic video /still photo acquisition .................... ...............................
$15
Spot news coverage ............................................................ ...............................
$32
Keys Traveler Magazines (production and printing) ............ ...............................
$15
LGBT market PR stringer ................................................... ...............................
$30
StringerExpenses ................................................................. ...............................
$5
AmEurop Visitor Assistance Program (comes from PR budget) ........................
$20
Website /Social Media Editor .............................................. ...............................
$55
Social media expenses ........................................................ ...............................
$10
WorldPride .......................................................................... ...............................
$15
Resources........................................................................... ...............................
$37
Subtotal for Domestic ............................... ............................... .......................$551,000
Canada PR Expenses
Canada annual sub - agency fee (service contract) .............. ...............................
$51,000
CanadianNews Wire .............................................................. ...............................
$4
Individual press trips ............................................................. ...............................
$12
Weather Network promotion ................................................. ...............................
$25
Canadian Radio Broadcasts ................................................... ...............................
$6
Canadian Instagrammers project ......................................... ...............................
$18
TravelChat CA twitter party .................................................... ...............................
$2
Groupmedia fams ................................................................ ...............................
$15
Toronto and Montreal media breakfasts and deskside chats . ...............................
$8
Visit Florida media events ...................................................... ...............................
$3.000
TMACconference .................................................................. ...............................
$3
Resources............................................................................ ...............................
$14
Subtotal for Canada ......................................................... ............................... $161,000
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UK/European PR Expenses
UK/European annual sub - agency fee (service contract) ... ...............................
$210,000
Laidback Luxury Blogger Campaign .................................... ...............................
$4,000
LGBT media mission ........................................................... ...............................
$7,000
German Greener, Greener Keys ............................................ ...............................
$7,000
Germany Culinary Media Event ..................... ............................... .........................$5,000
FranceTop Resa ................................................................... ...............................
$5
Scandinavia Media Development ........................................... ...............................
$5
UK/Europe Press Visit Expenses .............................................. ...............................
$75
Resources........................................................................... ...............................
$25
Subtotal for UK/ Euro ................................. ............................... .......................$343,000
China Social Media Development/Website /Trade Webinar ............................ $75,000
News /social media monitoring services (evaluation process) ..................... $20,000
Total PR Expense Budget for FY 2018- 19 ................. ............................... .....................$1,150,000
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October 2018
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
2019 Keys Fishing
Tournament Schedule
All/ F
"52 Weeks: Sustainable
Spotlight" Debuts: Posts,
Releases, Blogs
ALL
E -News Sustainability
Section Launches
ALL
"Keys Traveler" Magazine:
Connect and Protect
ALL
Marathon Airport 75th
Anniversary
III
Visit Florida NY Reception
ALL
IMEX 2018
ALL
INTERNATIONAL
UK/ Europe Releases
German Visit Florida
Group Press Trip (or
possibly in November)
ALL
Canada Radio Visits
ALL
Canada TravelChat
Twitter Party
ALL
Canadian E- Release
EVENTS
Southernmost Marathon
I
Goombay Festival
I
Zombie Bike Ride
0
0
I
UW Pumpkin Carving
0
0
V
Fantasy Fest
0
0
I
Headdress Ball
0
0
I
SUP Invitational
0
I
Key Largo Songfest
0
V
Stone Crab Contest/
Season Opener
0
0
III, ALL
Islamorada Fall All-Tackle
Bonefish & Permit Champ.
0
IV/ F
Ladies, Let's Go Fishing!
and Fever Inshore/
Offshore Tournament
0
IV/ F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO EA YOU AIDE® K -55
November 2018
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
What's New Winter'18 -19
ALL
2019 Events Highlights
Roundu
ALL
Holiday Events Roundup
ALL
"Getting Here: What to
Know" Web Section Debut
ALL
DEMA Dive Show
ALL /D
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
World Travel Market
ALL
Oslo /Stockholm Media
Mission
ALL
UK/Europe "Keys Reef:
Connect and Protect"
Campaign Launch
ALL
German Blogger Eco-
Adventure Campaign Visit
ALL
Canadian Weather
Network Campaign
ALL
Canada Instagram
Influencer Group Tri
ALL
Canada Radio Visits
ALL
EVENTS
Key Largo Bridge Run
V
South FL Symphony
Season Release
I/C
Key West Offshore Worlds
1
Parrot Heads Convention
1
Int'l Sand Art Competition
I/C
Key West Film Festival
I/C
BPK/Lower Keys Art Fest.
II /C
Cheeca All- American
Backcountry Tournament
IV /F
Sugarloaf Showdown
I I/F
Islamorada Sailfish
Tournament
IV /F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -56
December 2018
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
"Taste the Florida Keys"
Web Section Debut
ALL
LGBTQ "Keys Traveler"
Magazine Production
ALL
"Taste the Florida Keys"
Release Series Creation
ALL
"Taste the Florida Keys"
TV Show Development
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
UK Laidback Luxury
Blogger Campaign Visit
ALL
Toronto and Montreal
Media Missions /Breakfasts
ALL
EVENTS
Lighted Boat Parades
ALL
Key West Triathlon
1
New Year's Eve
Celebrations
ALL
KW Dachshund Walk
I
Nutcracker Key West
I/C
New Year's Eve Shoe
Dro
1
Islamorada Half Marathon
IV
KW Home /Garden Tours
I/C
FL Keys Holiday Fest
IV
I Love Stock Island Fest
11 /C
Retrospectacular Begins
I/C
Key West Holiday Fest
and Inn Tours
I/C
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO EA YOU AIDE® K -57
January 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
What's New: Wedding and
Honeymoon Edition
ALL
"Taste the Florida Keys"
Press Trip
ALL
Chicago Adventure Show
ALL
TravMedia's International
Media Marketplace
ALL
NY Times Travel Show
ALL
"Taste the Florida Keys"
TV Debuts on PBS
ALL
"Keys Connections" Social
Media and PR
ALL /C
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
LGBTQ London Media
ALL
EVENTS
OIRF House Tours
I/C
Orange Bowl Swimming
V
Pops in the Park Concerts
IV /C
Uncorked: Food & Wine
IV/V
Fla. Keys Celtic Fest
III /C
Baygrass Bluegrass Fest
IV /C
Art Under the Oaks
IV /C
Key West Half Marathon
I
Big Pine Nautical Expo
II
Key West Literary Sem.
I/C
Kelly McGillis Classic
I
Key West Craft Show
I/C
Master Chefs Classic
I/C
Fla. Keys Seafood Fest
0
I
KW Food & Wine Festival
0
I
Paradise Paint out
0
ALL /C
Cheeca Presidental Tourn.
0
IV /F
Key Largo Sailfish Tourn.
0
V/F
KW Kingfish Mayhem
0
I/F
KW Fishing Tourn. Begins
0
I/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -58
February 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
Cultural E -News Special
Issue
ALL
Miami Boat Show
ALL
Boston Adventure Show
ALL
LA Adventure Show
ALL
Our World Underwater
ALL /D
Denver Adventure Show
ALL
"Taste the Florida Keys"
Video Series Production
ALL
What's New: Meetings
Edition
ALL
Connect: Travel
Marketplace
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
Toronto Outdoor
Adventure Show
ALL
Munich Culinary Media
Event
ALL
EVENTS
Pigeon Key Art Festival
III /C
Saltwater Sportsman Nat'l
Seminar Series
0
IV /F
Coral Head Music Festival
0
III
Presidential Families
0
I/C
KWBGS GardenFest
0
I/C
KW Garden Club Garden
Tours
0
I/C
Winter Star Party
0
II
Old Island Days Art
Festival
0
I/C
Cuda Bowl
I
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO EA YOU AIDE® K -59
March 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
What's New Spring 2019
ALL
Philadelphia Adventure
Show
ALL
Washington Adventure
Show
ALL
Atlanta Adventure Show
ALL
Dallas Adventure Show
ALL
"Connect and Protect"
Contest Launch
ALL
LGBTQ "Free to Be" Video
Production
I, ALL
Visit Florida Two - region
Media Mission
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
ITB (Germany)
ALL
EVENTS
Sombrero Beach Run
III
Conch Shell Blowing
Contest
I/C
Fla. Keys Island Fest
IV
NAS KW Southernmost
Air Spectacular
1 /11
FAVOR Outdoor Fest
II /ALL
Tennessee Williams
Birthday Celebration
I/C
Marathon Seafood Fest
III
Jimmy Johnson's National
Billfish Championship
IV /F
March Merkin Tournament
I/F
Jim Bokor Islamorada All-
Tackle Bonefish & Redfish
Shootout
IV /F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -60
Aril 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
"Connect and Protect"
Mini -Video Production
ALL
"Connect with Nature"
Web Section Launch
ALL
National Volunteer Month
Voluntourism Roundup
I, ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
Canadian Group FAM Trip
ALL
EVENTS
UW Easter Egg Hunt
V
Earth Day Events Release
ALL
Afro Roots World Music
Festival Series Begins
0
I, IV, V/C
Taste of Key West
0
I
Seven Mile Bridge Run
0
III
Cow Key Bridge Run
0
I
Bay Jam
IV /C
Mote Marine Ocean Fest
II
Conch Republic
Independence Celebration
I
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CCEAYCU AIDE® K -61
May 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
"Connect and Protect"
Press Trip
ALL
"Connect and Protect" E-
news Special Issue
ALL
"Connect and Protect"
Blog/ Release Series
ALL
North American Travel
Journalists Conference
ALL
Vandenberg 10th Sink
Anniversary
I/D
Update Hurricane Plan
ALL
Hurricane Preparedness
Industry Workshop
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
UK Group Press Trip
ALL
EVENTS
Battle in the Bay Dragon
Boat Festival
III
KW Songwriters Festival
0
I/C
KW Paddleboard Classic
0
1
Papio Kinetic Sculpture
and Art Bike Parade
0
1
Truman Symposium
0
I/C
Key Largo's Original Music
Festival
0
V/C
Minimal Regatta
1
Keystock Music Festival
1 /11
Tarponian Tournament
III /F
Marathon Offshore Bull
and Cow Tournament
III /F
Golden Fly Tarpon Tourn.
IV /F
Skippers Dolphin
Tournament
V/F
Nick Sheahan Dolphin
Tournament
V/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -62
June 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
What's New Summer 2019
ALL
IPW Show
ALL
SATW Eastern Chapter
Meeting
ALL
Media Visits with
Emergency Management
ALL
WorldPride, New York
ALL
How to Do Florida TV
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
French Group Press Trip
or Television Shoot
ALL
Canadian TMAC Media
Marketplace
ALL
EVENTS
Key West Pride
I
Stoli KW Cocktail Classic
I
FKCC Swim Around Key
West
I
Mystery Writers KW Fest
I/C
Africana Festival
I/C
Dive Into History/ Immerse
Yourself Lectures
0
IV /D /C
Coralpalooza
0
V/D
Florida Keys Guitar
Summit
0
IV /III /I /C
Big Pine & Lower Keys
Dolphin Tournament
0
11 /F
Ladies Tarpon Fly
Tournament
0
IV /F
Ladies Let's Go Fishing!
Screaming Reels Tourney
0
IV /F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -63
July 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
LGBTQ Group Press Trip
I, IV
"Shared Celebrations"
Honeymoon Contest
Launch
ALL
#PlasticFreeJuly Keys
Roundup Release
ALL
How to Do Florida TV
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
EVENTS
Underwater Music Festival
0
II
July 4 Events Roundup
0
ALL
Mel Fisher Days
0
I
Key Lime Festival
0
I
Hemingway Days
I/C
Hemingway 5K Run and
Paddleboard Race
I
Key West Marlin
Tournament
I/F
Del Brown Permit
Tournament
I/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CCEAYCU AIDE® K -64
August 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
"Families of All Ages" Web
Section Debut
ALL
How to Do Florida TV
ALL
"Shared Celebrations"
Influencer Visit
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
EVENTS
Coral Reef Spawning
ALL
Key West Lobsterfest
I
Tropical Heat
I
Key West Brewfest
I
Heroes Salute Weekend
III
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -65
September 2019
General PR Efforts
Special Events PR Efforts
Media
Research
FAM
Media
Mission or
Support
PR Rep
Present
Advance/
Wrap
Release
Photos
and /or
Video
Spot
Coverage/
Results
District/
Umbrella
TDC Regular Meetings
DAC Regular Meetings
DOMESTIC
NLGJA Annual
Convention (date TBA)
ALL
SATW National
Convention (date TBA)
ALL
IMEX 2019
ALL
What's New Fall 2019
ALL
Keys Traveler Magazine
Theme/Topics Selection
ALL
INTERNATIONAL
UK/ Europe Releases
Canadian E- Release
Adventure World Travel
Summit (Sweden)
ALL
French Top Resa Show
and Media Dinner
ALL
EVENTS
Womenfest
I
REEF Fest
0
V /IV /D
REEF Lionfish Derby
0
V
Conch Scramble
0
IV
Swim for Alligator Light
0
IV
Florida Keys Poker
Paddleboard Event
0
IV
Robert James Sales
SLAM Tournament
0
I/F
Herman Lucerne Back-
country Championship
0
IV /F
Take Stock in Children
Backcountry Challenge
0
V/F
The calendar is a blueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR
activity or press release is included in this calendar. For example, each month the agency produces the Keys
Traveler eNews, two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content
on a continuous basis.
Special events listed may require PR expense funding from event or district. C= Cultural Umbrella. D =Dive Umbrella.
F= Fishing Umbrella.
THE FLORIDA KEYS& KEY WEST I CO E A YC U A IRE® K -66
L. FLORIDA KEYS and KEY WEST FILM COMMISSION
The purpose of the Florida Keys Film Commission is to build, support and market our
destination to the entertainment and commercial film, television and print industries
around the world which promote the Florida Keys as a tourist destination and creates
economic impact in Monroe County.
The Florida Keys offers film, television and print production companies a unique
backdrop upon which to create their stories. Blessed with year -round sunshine and
spectacular scenery, we are unlike any other place on the planet. More often then not,
producers consider the Florida Keys not just a location, but rather a character in
whatever story they are trying to tell.
Our mission is twofold. First, we attract and promote film, television, print, commercial
and new media productions to the Florida Keys. Once here, we provide production
support and facilitate access to filming locations throughout Monroe County by
eliminating bureaucratic "red- tape ". We serve as a single point of contact for, and a
liaison between, the film industry and city, county, state, military and federal
governmental agencies.
To accomplish our mission, the duties of the Film Commission include, but are not
limited to:
• Industry marketing and promotion.
• Industry production support.
• Sales and trade missions.
• Brand development and maintenance.
• Liaison services between producers and governmental entities /municipalities.
• Industry communications, education and liaison services.
• Local workforce development.
State of the Industry
An episodic television series like Bloodline or a big budget Hollywood film like The
Leisure Seeker and Beach Bum, filmed in the Florida Keys in the last couple of years,
are the ultimate goals of the Film Commission. However, due to a lack of a statewide
film incentive, these types of productions are choosing to film in other states. In fact,
since the sunset of the film incentive in 2016, Florida has lost over $1 billion in filming
activity statewide.
In addition, productions filming in the Florida Keys face higher costs including lodging
and lack of film infrastructure. Equipment and crew need to be imported from Miami or
beyond.
THE FLORIDA KEYS& KEY WES I COMEASYOUARED L -1
As a result, our office has made a strategic decision to focus on productions with an
easier "buy -in." We are actively pursuing smaller productions that are more self -
contained like television commercials, commercial photo shoots, new media productions
and reality television.
Goals for 2018 -1019
1. Update and Rebrand the Florida Keys Film Commission.
2. Build and maintain online location database.
3. Create a social media presence.
4. Develop a new session for the practical film workshop series here in the Keys.
5. Perform a location site survey for every bridge in the Florida Keys.
Implementation
Re- Branding
Working with Tinsley Advertising, the Florida Keys Film Commission will update our
brand including a logo that more accurately reflects what the Florida Keys offers to the
film and entertainment industries.
Using this new identity, we will revamp our website making it "mobile friendly" as so
many of our production partners are in the field and accessing the site and its resources
from their mobile devices. Also, we intend to streamline the permitting process with an
online solution that will allow producers to apply via the website.
On -Line Location Database
As part of the website redesign, we will be working with Reel -Scout to implement their
online location database and local crew module. This new location database will help us
market our one -of -a -kind locations throughout the keys to producers on a global scale.
Reel -Scout has become an industry standard, and we will have the ability to create
"packages" that are in effect custom selections of locations that we can send directly to
producers. This feature allows us to proactively pitch our locations to producers from
around the world.
THE FLORIDA KEYS& KEY WFES I COMEASYOUARED L -2
Once uploaded into the system, not only will our locations appear on our website, but
they will show up in the State Film Office database on their web portal. In addition, our
locations will be listed on Location Hub, an online repository that location scouts
worldwide search looking for film - friendly locations.
Creating New Locations Content
Any online location database is only as good as the locations in it. As an example, the
St. Pete Film Commision has over 10,000 locations in their database. While we don't
think we will ever have that many locations in our database, there are plenty of film
locations from the Dry Tortugas to Ocean Reef and everything in- between.
As we launch, we will be focusing our efforts on high -value locations. Locations that we
know producers are constantly searching for include state parks, beaches, national
parks and of course our many bridges.
There are 42 bridges between Miami and Key West and producers love to film them.
From car companies to travel shows and everything in- between, our bridges are a
significant draw for producers. So far in 2018, we've had commercials for BMW, Lexus,
Lincoln and Coca -Cola filming on our bridges.
This year we intend to complete a site survey for every bridge in the Florida Keys. We
will include aerial drone photos and footage along with ground level photos and video.
We will load all of this data into our location database so that when a producer needs to
find a bridge to film the Florida Keys and Key West will be at the top of their list.
Create a Social Media Presence
Currently, the Florida Keys Film Commission does not have an official social media
presence. We intend to create a dedicated Facebook page, Instagram account and
Twitter account.
Film crews tend to be very active on social media and share current work they are doing
among their peers. We can tap into this network to help raise our profile as a film
destination inside the industry. In addition, as productions finish up and move to air, we
can use our social media muscle to promote those shows and further expand the PR
benefit and tourism benefit of having these shows come down here.
THE FLORIDA KEYS& KEY WFES I COMEASYOUARED L -3
New Session For The Practical Film Workshop
When productions come to the Florida Keys, the number one request is for local
production assistants. These jobs pay about $250 per day and, depending on the size
of the production, can include hiring anywhere between 1 — 10 local residents.
The production assistant is an entry-level job on any film set, but there is a basic
knowledge expectation. This includes on -set etiquette, safety and a working knowledge
of the on -set hierarchy.
We are planning on inviting a working director to the destination who is currently in the
Directors Guild of America. In a workshop setting for both the Lower Keys and the
Upper Keys, we will help local residents get up -to -speed and be qualified for these
positions.
Film Florida
Film Florida is a trade organization that was founded almost twenty years ago to
promote Florida as a film destination. Its membership includes film commissions from
around the state, labor unions, individuals and businesses catering to the film, television
and print industry. We will renew our membership in Film Florida for the 2018 -2019
fiscal year. Our film office in conjunction with Film Florida will organize co- branded
marketing missions to major production hubs in the United States including Los Angeles
and New York.
Industry Trade Shows
Trade shows are venues where the Film Commission has an opportunity to promote our
destination directly to production companies. The chance to speak one on one with
producers and directors, whether they currently have a project in the works or may be in
the planning stages of a future project, is invaluable. Trade shows allow us to get
access to decision makers very high up in entertainment companies; executives we
would have a hard time reaching in any other way.
Attendance at the following industry trade shows is proposed for the fiscal year 2018 -
2019.
Produced By - This trade show provides an opportunity to approach heads of
production, producers and directors in a businees setting as well as offering seminars
and roundtable discussions. Film Florida hosts an event during Produced By. This event
celebrates producers from Florida, producers that have attended Florida schools and
includes producers who wish to explore shooting in Florida.
THE FLORIDA KEYS& KEY WFES I COMEASYOUARED L -4
Real Screen — This trade show focuses on producers in the unscripted space. It is a
fabulous opportunity to meet directly with production companies and network
executives. Being in such close proximity allows us to pitch the Florida Keys directly to
key decision makers.
AFCI Week — The association of Film Commissions International produces an LA -based
event offering a series of targeted networking opportunities with physical production
executives across both film and television, independent producers, location managers,
short -form content creators, new media developers and more.
Film Florida Quarterly Meetings —These meetings are an opportunity for the various
councils to meet along with the Executive Board. Legislative, marketing, trade shows,
and advertising missions are discussed, voted upon, and implemented.
New York Mission - We intend to partner with Film Florida to participate in the TriBeCa
Film Festival and produce our very successful Apples and Oranges event. This event is
held at a venue outside of the festival in which invited producers, directors and above
the line personnel mingle with producers who grew up in or were educated in Florida.
Film Festivals and Sales Missions — While the big Hollywood movies are looking
elsewhere, many lower budget films (under $5 million) have embraced the state. We
have partnered with the State Film Office and Film Florida to promote and bring
awareness of Florida and the Florida Keys as a viable film destination. Targeted
attendees are producers, directors, and executives in the film and advertising industries.
South by Southwest — SXSW is a film, music and interactive media trade show held
each year in March and is an excellent opportunity to meet the directors and producers
of many films that premiere at this highly competitive festival which encompasses
interactive, film and music. We also help promote any Florida films, documentaries or
music at the festival.
FOCUS — We will be attending the FOCUS tradeshow in London again this year,
targeting location managers, producers and directors in Europe and the UK. They
provide excellent seminars and the clientele attending represent some of the biggest
names in the industry such as the BBC and Lionsgate. The Florida Keys are a massive
draw for European production companies and attending this show allows us to reach
out directly to this valuable market.
Sundance — We intend to partner with the Miami Film Commission and AFCI to attend
Sundance in January. Sundance focuses on and celebrates independent film. This year,
Florida had two huge breakout hits in the Indi Space: The Florida Project and A Quiet
Place which has created buzz around Independent Film in Florida. We intend to
capitalize on this buzz to pitch Independent film producres at Sundance.
Toronto International Film Festival — TIFF is one of the premiere film festivals in the
world and draws industry participants from across film and television. In conjunction with
THE FLORIDA KEYS& KEY WEST I COMEASYOUARED L -5
the festival, TIFF produces a trade conference of international producers, directors, and
executives that focuses on documentary and unscripted content creation. As members
of Film Florida, we will be hosting a marketing event during this festival targeting
independent film producers and supporting any Florida entrees in the festival.
Location Scouts
Once a production company has been supplied with location photos, video and
requested information, the production company may send a location scout, or location
manager, out to take photographs of the areas. On these occasions, the Film
Commissioner meets with and 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 involve 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 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 also provides information and assistance to the lodging, crew and
local property owners should 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.
THE FLORIDA KEYS& KEY WEST I COMEASYOUARED L -6
Public Relations Opportunities
The Film Commissioner will continue to work with NewmanPR 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 high - quality and clever ads to
promote the Florida Keys as a film destination. These ads will be in film festival
programs, trade show publications, and industry magazines.
Measurability
A breakdown 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 WFES I COMEASYOUARED L -7
Budget FY 2019
Film Industry Trade Shows And Events .................. ............................... $35,000
Film Florida quarterly meetings, Film Florida Sales Missions, Produced By,
Real Screen, International Shows and Marketing Missions
Registration and Show /Event Expenses
Travel Expenses ........................................................ ............................... $20,000
air fare, lodging, meals, in- county mileage
Duesand Fees ........................................................... ............................... $10,000
Association of Film Commissioners International, Film Florida
Location Promotion .................................................. ............................... $20,000
promotional materials, vehicle rentals (boat/helicopter and auto rental for
location scouts) and escorting location shoots
Website /Social Media ............................................... ............................... $15,000
Florida Keys & Key West website redesign, Reel Scout database,
maintenance and support
Office Expense .......................................................... ............................... $12,000
Communications ....................................................... ............................... $2,250
postage, office phone, fax, shipping.
E & P for Production Executives .............................. ............................... $3,000
Location Content ....................................................... ............................... $15,000
photographer, location site surveys
Film Festival Promotions .......................................... ............................... $67,000
Other Project Resources and Salary ....................... .......................$100,750
Total ............................................................................ ............................... $300,000
THE FLORIDA KEYS& KEY WEBS I COMEASYOUARED L -8
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.).
4. To coordinate with other staff departments, the agencies of record, and the public
and private sectors in the provision and use of applied, actionable research; to
guide the destination marketing decision making processes and measure
effectiveness.
5. 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.
6. To further the understanding and utilization of emerging technologies in the field
of market research and strategic marketing.
THE FLORIDA KEYS& KEY WEST I MEASY U ARE® M -1
GOALS:
The 2018 -2019 goals of the Market Research program are:
1. Develop an accommodation study on vacation rentals.
2. Update questions and increase response rate of our dive survey.
3. Assist in the development and facilitation of a Tourism Economic Impact Study.
While this study will be more limited than the previous NOAA study, it will
measure the fiscal, economic, utility and traffic congestion impacts of tourism on
the Florida Keys and Key West economy.
4. Update questions and increase response rate of our LGBT Business Guild
Survey.
5. Develop monthly reporting that will assist in evaluating 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. 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& KEYS KEY WEST I MEASYU ARE® M -2
Implementation
Research focusing on potential visitors (inquirers) to the Florida Keys & Key
West:
Telephone and email visitor inquiries will continue to be tracked through the VIS
software. 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 data gleaned from the Key West Business Guild's Gay and
Lesbian VIS database.
Research focusing on actual visitors to the Florida Keys & Key West:
Intercept interviews with visitors to the Florida Keys & Key West continue to be the
cornerstone of our research efforts with respect to actual visitors. The Visitor Profile
Survey will continue to gather demographics, party composition, expenditures, activity,
length of stay, reason for visit, trip planning and satisfaction data from visitors to the
Keys. `Special topic' questions will be added on an as- needed basis.
Smith Travel Research data will continue to be utilized to gauge lodging industry
performance. This includes: a monthly occupancy, average daily rate and RevPAR
report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada,
Marathon, and Monroe County excluding Key West; and weekly reports on daily
occupancy, average daily rates and RevPAR for Monroe County, Key West and the
Middle and Upper Keys combined. These weekly reports not only provide a useful
means by which to assess the impact of special events and lodging performance over
holiday periods but also provide us with quicker turnaround of lodging data than
available under the monthly schedule. As a basis of comparison, we will also utilize
Smith Travel data to track monthly performance of the top 10 markets within the state of
Florida.
To round -out our lodging performance data toolbox, we will use AIRDNA reporting
which provides occupancy, average daily rates and RevPar for licensed AIRBNB
properties.
VisaVue International Traveler data will be obtained at a discount through our Visit
Florida partnership and 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 I CCMEASYCU ARE® M -3
Fulfillment of 2018 -2019 Research Goals:
1. As with most of the high end resort destinations across the globe, our region is
experiencing an expansion of vacation rentals such as AirBNB, Home Away, and
VRBO. As reported by Statista, a statistics portal, Airbnb generated estimated
revenue of 451.43 million U.S. dollars in 2015 and is forecasted to reach 805.32
million U.S. dollars by 2018. Our Visitor Profile Study showed an increase of
95% over the past two years with vacation rentals representing 3.4% of
accommodations noted in 2015 vs. 6.6% in 2017. Despite its incredible growth,
Airbnb is still viewed as 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 why this type of
lodging product appeals to certain travelers versus more traditional
accommodations.
2. The diversity of the underwater experiences the Florida Keys and Key West offer
makes us one of the most popular dive destinations in the world. Our Visitor
Profile Study shows that over 26% of our visitors in both 2016 and 2017
participated in diving or dive related activity during their visit. In order to identify
opportunities to expand this market segment we will evaluate, revamp, and
relaunch our current on -line dive survey.
3. 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. To further understand the impact tourism has in the Florida Keys
and Key West, we will assist in the development and implementation of a
Tourism Economic Impact Study. Through this study we will identify fiscal,
economic, utility, and traffic congestion impacts and provide a cost - benefit
comparison and conclusion.
4. As reported in our Visitor Profile Study, close to 5% of our annual visitors identify
as LGBT. Our current Business Guild Survey is designed to obtain feedback
from those who requested LGBT visitor information and to assess the
effectiveness of the information package. We will re- evaluate the survey to
ensure the levels of satisfaction of those who visited can be properly evaluated.
We will also examine the survey to ensure the focus is in line with the climate of
today's LGBT community such as the addition of same sex marriage content.
5. An ongoing goal of the research department is to evaluate the scope and
methods of data collection. Monthly reporting will be developed to track our
current methods and evaluate the validity of the monthly results provided.
THE FLORIDA KEYS& KEYS KEY WEST I COMEASYOU ARE® M -4
Additionally, as opportunities arise, we will continue to partner with Visit Florida to
co- sponsor larger research projects in order to increase our data collection. We
will also 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 staff departments and the agencies of
record.
THE FLORIDA KEYS& KEY WEST I MEA Y U ARE® M -5
Market Research Budget
Visitor Profile Study
$ 98,000.00
Occupancy and ADR reports
STR
$ 30,000.00
nSight and nCompass
$ 10,000.00
Visa Vue Credit Card reports
$ 12,000.00
AirDNA
$ 4,500.00
Project Resources
$ 283,000.00
Vacation Rental /AirBNB Tax
study
$ 49,000.00
Revamp Dive Survey
$ 5,000.00
Economic Impact Study
$ 49,000.00
Visit Florida Co -ops
$ 35,000.00
Revamp Business Guild Study
$ 5,000.00
Other Project Resources and
Salary
$ 140,000.00
Purchase of secondary
Secondary Research
research
$ 22,000.00
Online and mobile survey
software, tableau and
additional software upgrades,
Operations
survey incentives
$ 22,000.00
Memberships, telephone,
postage, computer
equipment,
conference /seminar
Misc.
attendance
$ 18,500.00
Total
$ 500,000.00
THE FLORIDA KEYS& KEY WEST T I f E Y U AIDE® M -6
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. It is 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 I CCMEASYOU ARE' N -1
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
• VisaVue International Data Report
• VisaVue Domestic Data Report
• Dive Survey Report
• LGBT Business Guild Survey 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
• 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
THE FLORIDA KEYS& KEY WEST I COMEASYOU ARE' N -2
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 FLORIDA KEYS& KEY WEST I COMEASYOU ARE' N-3