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Item E4
� E.4 � � �, BOARD OF COUNTY COMMISSIONERS County of Monroe � ��r�i �r � s�� Mayor Heather Carruthers,District 3 The Florida.Keys Mayor Pro Tem Michelle Coldiron,District 2 Craig Cates,District 1 David Rice,District 4 Sylvia J.Murphy,District 5 County Commission Meeting August 19, 2020 Agenda Item Number: E.4 Agenda Item Summary #7180 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 2021 Monroe County Tourist Development Council Marketing Plan. ITEM BACKGROUND: TDC unanimously approved same at their meeting of July 21, 2020 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: N/A STAFF RECOMMENDATION: DOCUMENTATION: TDC FY 2021 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: Packet Pg. 1995 E.4 Revenue Producing: If yes, amount: Grant: County Match: Insurance Required: Additional Details: REVIEWED BY: Maxine Pacini Completed 07/29/2020 2:25 PM Christine Limbert Completed 07/29/2020 5:34 PM Kathy Peters Completed 07/30/2020 8:45 AM Board of County Commissioners Pending 08/19/2020 9:00 AM Packet Pg. 1996 DATE: August 4, 2020 To: Monroe County Board of County Commissioners RE: FY 2021 TDC Marketing Plan Attached is a copy of the FY 2020-2021 TDC Marketing Plan.The Structure of the Marketing Plan is important in that it set a clear direction and understanding of our marketing program with goal, 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, an implementation of our program. The TDC unanimously approved the FY 2020 Marketing Plan at their meeting of July 21, 2020. MARKETING PLAN 2020-2021 r ,,ram i w C}A � + ` s y The FloriddKeys b. a & ey eSt come as you are �o ado � Ma athor Key West Big Pine Key&The Lower Keys ............................................................................................................................................................................................................................................................................................... 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 III. Prospect Analysis.................................................................................... D-1 IV. Promotional Analysis................................................................................E-1 Section Three: Program Planning I. Program Development i. Goals............................................................................................. F-1 ii. Priorities........................................................................................ G-1 iii. Resources..................................................................................... H-1 II. Marketing Strategies and Implementation 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 COME AS YOU ARE`,) ............................................................................................................................................................................................................................................................................................... Section One: The Mission of the Tourist Development Council I. Vision Statement The mission of the Monroe County Tourist Development Council is to set an overall direction for the Monroe County tourism marketing effort in a manner that will assure long- term sustained growth in tourism revenues while also guaranteeing the sustainability and improvement of our product, including both our man-made and natural resources, and improvements to the quality of life of our residents. ................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU P) 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 our tourism marketing efforts, this plan has been prepared with a community approach in mind. It focuses on achieving the economic benefits that the tourism industry provides to the residents of Monroe County while being mindful of balancing the quality of life needs of the residents. 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 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. The TDC's marketing plan is an evolutionary document, with the flexibility to make adjustments and modifications to strategies throughout the course of the fiscal year. ............................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) A-3 ............................................................................................................................................................................................................................................................................................... Section Two: Situation Analysis Descriptive profile of the Florida Keys 1. Product Analysis • The Florida Keys is a 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. We have a viable year-round residential community with deep history and proud heritage setting us apart from other destinations. • Tourism is the Florida Keys main industry -with a current permanent population of approximately 76,000. The Keys business sector and residents are dependent on the economic contribution of the overnight visitors to the Keys. • The Florida Keys is easily accessible by land transportation. The primary mode of travel for overnight visitors to the Keys is by land-based transport. (77%) • The Florida Keys are accessible by air. (23%) 1. Key West International Airport is served by American, Delta, Silver Airways, and United Airlines. There are non-stop daily year-round flights to Newark, Dallas, Atlanta, Miami, Orlando, Fort Lauderdale, Tampa, and Charlotte. There are seasonally adjusted non-stop flights to Chicago, LaGuardia, Reagan Washington National, and Philadelphia Airports. International flights to Havana, Cuba are scheduled through a general aviation charter service four 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 45,000 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, connecting flights, private aviation, shuttle, or bus into the Florida Keys. • Total daily flight operations at Key West International Airport average about 150 per day. Key West Airport passenger totals average approximately 960,000 passengers annually. ..................................................................................................................................................................................................................................................................................................................................... THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) B-1 ............................................................................................................................................................................................................................................................................................... • 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 938,000 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 from South Florida airports to several destinations in the Keys, major car rental agencies, as well as private and ride share services, and limousine services. Local transportation is available by taxi, trolley, and shuttles and Key West offers public buses and a sightseeing train. • The Florida Keys hosts a variety of accommodations. Lodging facilities in the Florida Keys for vacationers or business travelers include full-service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, licensed short term vacation rentals, camping sites and house boats. The TDC lists over 18,600 rental units throughout the Keys. • The Florida Keys offers camping and recreational facilities available throughout the Keys. • There are just over 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 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 ..................................................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`' B-2 ............................................................................................................................................................................................................................................................................................... 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 offers visitors an array of live theater, arts & craft festivals and is home to 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, and diving. 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 are positioned parallel to the United States' only living barrier coral reef. The Florida Keys National Marine Sanctuary, surrounding the island chain, protects 2,900 square nautical miles of waters, home to over 6,000 species of marine life and as well as vital seagrass beds and pristine, offshore mangrove- fringed islands. From coral reefs to culturally important shipwrecks, some dating back centuries, the many artificial reefs along the Keys provide an ideal year-round snorkeling or diving experience. ..................................................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) B-3 ............................................................................................................................................................................................................................................................................................... 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 • a rich cultural heritage within our diverse communities • 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 • Brand new build lodging product keys-wide • 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 popular 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 • free alternative transportation services available in select districts • our nearshore waters provide wide open spaces conducive to social distancing • offshore island experience within confines of the US 2. Weaknesses and liabilities • uncertainty of legacy carrier direct flight service • 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 stable service personnel resources ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-1 ............................................................................................................................................................................................................................................................................................... • employment turnover rate • lack of affordable housing for our workforce • perception of pricey lodging product • perception of gentrification from long time visitors • perceived weakness in our retail/restaurant sector due to business closures 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 that which addresses their interests or is in agreement with their knowledge on the subject matter. 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 area premier getaway destination. The Keys are perfect for just taking the time to decompress from the tedium of everyday life. The Keys excel at winding you down and mellowing you out, while still showing you a fun time. Getaways can be just for you or be: romantic; family; multi-generational; girlfriend or all guys getaways; and a long weekend break. This fiscal year the tenets of our program will concentrate on the re-establishment of the destination for the leisure traveler. People will need to feel confident about how & where they will travel and our warm winter sun, wide open spaces, excellent fresh seafood and laid back atmosphere lends itself to restoring that confidence. Our repeat visitors will want to know that their favorite lodging of choice, restaurant, server, charter captain and all the characters that make up our tourism experience are still here, healthy and happy to greet them once again. It is these interactions that have established the emotional connection that so many visitors have for the Florida Keys. They are the key to our continued success. While ecotourism, geo-tourism and sustainable tourism practices will continue to be an integral part of our marketing program, this fiscal year we will be incorporating this messaging while addressing the consumer's confidence in returning to travel. Fishing, snorkeling, diving, boating and other water related activities lead this market along with our weather. Sustainable or nature-based tourism is ideal for the Keys in that we have wonderful environmental resources. We will target efforts to responsible visitors who understand the importance of protecting and respecting our surroundings. The sustainable traveler looks for this type of messaging as they want to feel good about how and where they travel. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU AR ° C-2 ............................................................................................................................................................................................................................................................................................... Geo-tourism is about attracting visitors who understand about preserving a destination's community heritage, by helping to sustain or even enhance the geographical character of the place visited, respecting the cultural heritage of its residents along with including the well-being and quality of life of its residents. Now, more than ever, travelers, most especially millennials want 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; one who wants to learn and interact with people about the destination's history, culture, language, traditions, art and natural environment. Voluntourism is continuing to grow and these visitors share a desire to do something good while experiencing new places, challenges and contributing to the destination. We will continue to increase marketing to Millennials to advance our sustainable and 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 amongst our residents, and for the 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 messaging 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. These inbound arrivals account for nearly 30% of our market share. Because of the long-haul travel, 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 concentrate on the United Kingdom/Ireland, the German speaking region and Canada. Our secondary markets include France, Scandinavia and the Benelux region. We understand that by FY 2021 we may see the return of the international inbound market. Romance and life milestone celebrations continue to be big business in the Keys. The Keys tropical environment lends itself to be a popular destination for this market segment. Lodging properties develop market specific packages for their guests and has become a reliable source of revenue. Significant birthdays, anniversaries, proposals, destination weddings for both opposite and same sex couples will continue to be an integral part of our promotional campaigns. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-3 ............................................................................................................................................................................................................................................................................................... Website: Fla-keysxom, The Florida Keys & Key West Travel App, and Digital Services Since all marketing roads —advertising, social media, news, sales — lead to fla-keys.com, the website must be modern, current, engaging, and awe-inspiring. Like the destination itself, the site aims to be memorable and keep visitors returning. Before, during, and after visits to the Florida Keys & Key West, Fla-Keys.com and its accompanying app are the ultimate travel resource. The site welcomes and accommodates people from all locations, languages, abilities, and devices and invites visitors to experience, explore, and sustain our shared destination while providing travel planning tools that convert website visitors to destination visitors. The coronavirus pandemic continues to force changes in societal norms. As more people shift to using the internet and digital tools, the destination has a unique opportunity to engage a broader audience. The site will harness its strength in real-time news presentations, videos, events, live webcams, and user-generated content (UGC) to deliver what an increasing number of users expect: up-to-the-minute content on the web. 2020-2021 Website Redesign In the Summer of 2020, the Fla-Keys.com website(s) will engage in a holistic redesign to incorporate even more imagery and video assets while reducing copy, augment integrated trip planning, and explore the potential of adding booking capabilities. New site imagery will be pulled from the user-submitted images in the Photo Adventure database to lend further credibility to the authenticity of the brand. The site will continue to highlight the principal theme of sustainability while conveying to site visitors a sense of presence and connection. We will opt for a clean, minimalist design that shines a spotlight on the imagery that conveys the essence of our destination. The site imagery will provide a departure from what visitors are accustomed to at home by instilling visitors with a sense of our islands' history and the individualistic creativity of our locals while maintaining the uniqueness of the destination. As the Florida Keys & Key West are a collection of five unique districts, the site must convey this distinction of place and character, while avoiding too many navigational choices. The redesigned Fla-Keys.com site will further refine the navigation to be as seamless and intuitive as possible. As we did in previous redesigns, we will evaluate the content and consolidate where appropriate. For content pages, we will optimize the layout of image carousels within the text, making the pages more interactive and in a "swipe-able" format. These changes will serve to increase site usability, engagement rates, and time-on-site across all devices. Mobile internet broadband speeds continue to increase, and as the emergence of 5G cellular connectivity begins to blanket our nation, richer multimedia experiences will become possible. Current cellular 4G LTE broadband speeds are fully capable of ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-4 ............................................................................................................................................................................................................................................................................................... handling video throughput. As video content is a highly engaging format that is shared more than any other, our strategy includes increasing the use of video and Live Webcams to amplify user engagement on all devices. A better-engaged website visitor is more likely to convert, and nothing captivates or has a more substantial effect on conversion rates than video. Video is a powerful motivator, particularly in affecting travel decisions. Continuing "Mobile-first" Design Strategy The world is mobile today, and most people search using a mobile device. In fact, in 2019, 74% of the Fla-Keys.com traffic was from mobile devices. In late 2016, Google began its transition to a mobile-first algorithm for site ranking, parsing structured data, and generating snippets (the extra items that appear in search results). We will leverage this knowledge by further integrating Google best practices throughout the site to maximize our search engine results pages (SERPs) placement and total screen real estate occupied by appearing in the Google search Knowledge Graph. Optimize for Voice Search Within the next three years, it is expected that the number of digital voice assistants in use worldwide will double from four billion to eight billion. As more users turn to voice search for its fast and convenient results, we will implement practices site-wide for an opportunity to capitalize on this growing trend. We will collaborate with the TDC Sales Team for questions to optimize voice search placement. Automate User-Generated Content (UGC) with CrowdRiff User-generated content (UGC) is some of the most highly regarded and trusted on the internet, which includes images and reviews submitted by users. According to Nielsen, 92% of consumers trust online content from friends and family above all other forms of brand messaging, and UGC results in 29% higher web conversions than websites without it. In the current site design, UGC is integrated from the image sharing micro-site, Photo Adventure, however, changing out site images is a manual process and is less engaging than other technologies currently available. Additionally, as photo/video sharing platforms like Instagram have grown in popularity, users are less inclined to take the extra time needed to submit an image into the Photo Adventure platform. A new SaaS company, CrowdRiff, has created a system that automatically delivers regular, fresh site content contributed by our visitors through their existing social media channels in a moderated format that reduces the friction of having users submit to multiple outlets. This functionality will allow for a constant stream of the content most trusted by online users while accumulating high-quality images for use by the destination in all other forms of marketing and promotions. With CrowdRiff, requesting commercial use of an image from the person submitting it is straightforward. This regularly updated library of curated images would not only provide rich content for sales, advertising, and public relations efforts, it would dynamically update the Fla-Keys.com site with new imagery for site visitors. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-5 ............................................................................................................................................................................................................................................................................................... ADA (Americans with Disabilities Act) Compliance Site accessibility is a strength and a standard to which Fla-Keys.com has always upheld for users with disabilities. Today, ADA compliance is a requirement by law. Fla-Keys.com adheres to WCAG 2.0 AA or higher accessibility standards to maintain ADA compliance, and the site's Accessibility Statement is updated monthly. In addition to manually coding the Fla-Keys.com site with code specific to assistive technology devices, like screen readers, we also pay a third-party company, accessiBe (L!!ps-.//accessibe.com/), to provide a site widget that provides numerous ADA accommodations and guarantees 100% compliance. Commission-Free Online Booking Capabilities In 2020/2021, we will present to the TDC Board options for site visitors to plan and book their vacations directly from the website. Currently, users must complete their vacation travel reservations on reservation systems not exclusively designed with the Florida Keys' interests in mind. Moreover, Keys' properties pay higher acquisition fees to the Online Travel Agency (OTA). Third-party companies that charge a flat annual fee to provide online bookings would have no commissions for our Florida Keys properties. Additionally, the direct website booking capability will expand the capacity of offering vacation packages with our Keys' attractions. Used by digital marketers, conversions are one key performance indicator (KPI) that can be used to measure the strength of a website and various ad sources. Adding a booked stay monetary value metric to the site analytics will provide a deeper understanding of our visitors and the ad sources that encouraged them to visit. Armed with this diagnostic tool, enables us to more precisely craft our marketing messages to visitors before, during, and after their vacations. To accomplish this level of conversion data, we will work with the advertising agency of record to ensure all digital media buys with links back to the Fla-Keys.com website are tagged using the Google Campaign URL Builder (https://ga-dev-tools.appspot.com/campqign-uri-builder/). Integrate a Travel Itinerary Planner Within the app, we can create an interactive system built to assist visitors as they plan their vacations by utilizing the optional online booking portal. Each user will be able to create an account and customize their vacation by selecting 'Add to Trip' when exploring accommodations, events, restaurants, attractions, and more. The system will automatically store trip data to their user account, and we can enable this system to interact with the Google Maps API to add interactive mapping solutions. An integrated travel planner within the app offers our visitors the ability to create customized itineraries that include relevant maps, which provides an enhanced experience while affording the capability to serve them once in the destination. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-6 ............................................................................................................................................................................................................................................................................................... Interactive Mapping Solutions For the past several years, the site used software as a service (SaaS) provider for its interactive mapping capabilities. The SaaS provider recently notified us that they would no longer be able to provide this solution after November 2020. Rather than finding another SaaS provider for this service, we will use the Google Maps API to create numerous site mapping solutions, similar to the capabilities found today. Integrate Google Translate API into Foreign Websites For visitors accessing the site from foreign locations or foreign IP (Internet Protocol) addresses, there are five dedicated international websites translated, where applicable, by native speakers, including the following: • fla-keys.fr • fla-keys.de • fla-keys.nl • fla-keys.it • fla-keys.be Although the entire site is not yet translated and all of the listings' pages point back to the American English version of Fla-Keys.com, the site currently uses Google Translate so that our foreign visitors can translate the page through a manual dropdown menu function. In 2020/2021, we will code the foreign sites by utilizing the Google Translate application program interface (API) for a small fee so that the site language translations run at the server level. Using the Google Translate API allows automatic conversion of any page delivered from the server database in the language of the respective site visitor, providing a more personalized experience for the user. httiDs://clo oo le.com/trans late/ Key Lime Academy The destination maintains Key Lime Academy, an exclusive online education platform for travel agents. In this interactive learning environment, travel agents can earn certification as a Florida Keys & Key West Specialist and gain access to exclusive content that includes a digital badge credential and a private Facebook Graduates Group. The current pandemic has created a significantly increased participation rate among travel professionals. Working with the Sales Team, we will enhance the educational platform with new content and incentives to share, educate, and communicate with travel agents and group sales professionals. Keys Voices Redesign An effort by the public relations agency, Keys Voices, is a blog containing unique content about the destination, including the history, culture, and unconventionality of our island communities. Many years ago, Keys Voices was a separate website, KeysVoices.com. Not having this blog located within the Fla-Keys.com domain; however, it was not ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU AR ° C-7 ............................................................................................................................................................................................................................................................................................... reaching its search engine optimization (SEO) benefit. We moved the blog to Fla- Keys.com/KeysVoices and have been enjoying the increased SEO benefit for years, which is excellent for SERP rankings. The blog is built on the WordPress content management system (CMS), the largest in existence, with roughly 35% of all websites today built on this platform. WordPress is an open-source code project, and the code is updated regularly to patch security vulnerabilities and add new functionality. The source code that the Keys Voices blog is using is outdated and riddled with severe ADA errors. We specify these ADA errors in the site Accessibility Statement, but it is best to correct these for better user experiences. In 2020/2021, we will redesign the Keys Voices blog on an updated WordPress source code while also taking the opportunity to replace existing widgets and plugins that have more modern, superior functioning versions. During this site upgrade, we will also trim our old posts with no further SEO value. Events Calendar Top search engines— including Google, Yahoo, and Bing, use Schema. Schema markup, found at Schema.org, is a form of microdata that, once added to a webpage, creates an enhanced description (commonly known as a rich snippet), which appears in search results. To assist our visitors when they are in the destination and searching on their phones for something to do, we will integrate Schema markup into the Events Calendar listing database. This integration will enable the events in the Keys, listed on Fla- Keys.com, to have a higher SERPs and possibly Knowledge Graph placement. We will add a paid category for featured events that provide higher placement and exposure for promoted events. E-mail Marketing Platform (Campaigner) After a decade of using the e-mail delivery system, iContact, we have chosen a new SaaS provider, Campaigner, which offers significantly more features and custom fields. The platform enables a level of e-mail personalization based on each subscriber's unique traits and past behaviors. In 2020/2021, we will enhance the e-mail newsletters for the public relations agency and the Sales Team with these increased capabilities. Marketing Automation Services (SharpSpring Certified Partner) Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks. We now offer custom marketing automation solutions through the SharpSpring (https://sharpsprinq.com/) platform and welcome the opportunity to leverage this capability for the Sales Department as well as to visitors on the Fla-Keys.com website. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARP', C-8 ............................................................................................................................................................................................................................................................................................... In 2020/2021, we can implement marketing automation to efficiently and effectively nurture leads such as site visitors or travel professionals, drawing them down-the-funnel, closer to action, and then periodically drip new content to increase loyalty. Marketing automation would be integrated throughout all sections and features of the website, enabling a personalization experience not yet realized in our efforts. As there will likely be less travel in 2020/2021 for the Sales Team due to the coronavirus pandemic, implementing marketing automation is a new way to enhance engagement between members of the travel trade with the appropriate TDC staff member. Domestic travel trade would be the initial focus of marketing automation campaigns to create that interaction/partnership we are looking to enhance. Enhancing the Travel Trade Landing Pages The goal for the Travel Trade section of Fla-Keys.com is to better engage travel professionals with the destination and the Sales Team. We will collaborate with the Sales Team to enhance the offerings available on the various travel trade sections, while also integrating inbound marketing forms. As an example, we can add a call to action (CTA) to the travel agent page that reads, 'The Top 5 Reasons Why Now is the Best Time for a Keys Vacation'. When the travel agent completes the contact form to receive the desired content, their information is added into the SharpSpring marketing automation system for automatic nurturing. In 2020/2021, we will be taking numerous 360-degree images throughout the Keys. These images can be used in virtual reality environments as well as embedded into webpages where users can move their mouse around the picture to see the view from all directions. We will use 360-degree images to create Virtual FAM trips for travel trade professionals. A tertiary benefit of acquiring these images is to upload them into the Google Places platform and thus to expose our natural resources, and other destination attributes to an entirely new audience. Search Engine Optimization (SEO) As the destination's official website, Fla-Keys.com holds high credibility with visitors, the media, the tourism industry, as well as search engines like Google. The Fla-Keys.com website has historically ranked highly on all major search engines. These search engine results pages (SERPs) are achieved through a continued commitment to staying abreast of new digital innovations and search engine best practices, requirements, and algorithm updates. Two Oceans Digital has been and will continue to engage in Search Engine Optimization (SEO) efforts, modifying or adding code or design elements, as needed, to maintain or increase search rankings. Regarding search traffic, organic traffic is free as opposed to paid search, in which every click incurs a cost. With the prices to advertise on the search engines increasing every year, it is essential to achieve continued success organically. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU AR ° C-9 ............................................................................................................................................................................................................................................................................................... This form of SEO represents thousands of dollars in savings to the MCTDC every month. The tangible results of these efforts in SEO are evident: in 2019, organic search served the largest source of traffic to Fla-Keys.com at 40%. Streaming Web Cams From January 1, 2020, through June 18, the webcam page on Fla-Keys.com received more traffic than any other resource or page other than the homepage. 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 59 locations throughout the Keys. Of the 59 available webcams, the TDC sponsors eight. There is one TDC sponsored webcam in Key West, two in the Lower Keys, one in Marathon, two in Islamorada, and two in Key Largo. We will continue to offer a diverse group of webcams throughout the Florida Keys so that users have the opportunity to view a range of locations, vistas, 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. As more people are working from home and spending more time online due to the pandemic, the webcams are an excellent way to showcase the destination virtually, planting seeds for future travel. We will be customizing the Florida Keys and Key West Facebook page to include a tab which will feature various webcams. This could consist of sunsets, activities, underwater action and resort views. This will increase the engagement rates of our social endeavors. Finally, we have also been experimenting with live 360-degree video for immersive experiences and hope to roll out 360-degree webcams in the coming year. This will be transformative for the end-users who can then be surrounded by events, parades and points of interest in real-time. Website Analytics, Tracking & Reporting As we strategize for the upcoming Fla-Keys.com redesign, we will analyze the Google Analytics data to improve the experience for users. We will also examine site traffic patterns as they relate to the overall performance of the site and the navigation paths users take to reach their desired content. Luckily, both Google Search Console and Bing Webmaster Tools provide specific recommendations to help websites optimize for better performance, search indexing, and notices of any derogatory signals like toxic inbound links. We also use SaaS tools, like SEMRush, Screaming Frog, Raven Tools, BuiltWith and numerous others, which give precise recommendations for increased SERP rankings. Following the launch of the redesigned website, we will use these tools to analyze the site to understand how users are interacting with the new design. We will compare pre- and ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU ARP', C-10 ............................................................................................................................................................................................................................................................................................... post-redesign stats to gauge the effectiveness of the new site, particularly changes in design, navigation, and functionality. For each TDC and DAC meetings, we will continue to provide detailed reporting on our website and individual districts. Standard website metrics that we will continue to track include: • Website Traffic Report o Users / New Users o Sessions / Sessions per User o Pageviews/ Pages per Session o Average Session Duration o Bounce Rate o Native Language of Users o Traffic Sources o Most Visited Sections of the Site o Device Type Usage • The geographic location of visitors as a whole and by DAC at the following levels/markets: o World o United States o Florida o Canada o United Kingdom With the addition of the online booking capabilities, we will be able to start reporting conversion metrics. The Florida Keys & Key West Travel App The Florida Keys & Key West Travel App is a robust digital component of the destination traveler. Its strengths lie in its vibrant, custom design and numerous features that provide easy access to local resources and information. In 2018, we redesigned and redeveloped the Florida Keys & Key West Travel App. In 2019, we developed the location-enabled narrated Overseas Highway Driving Tours component of the app, which won the "2020 National Scenic Byway Foundation Marketing and Communications Award." In 2020/2021, we plan to expand the points of interest and available narration for visitors and integrate video into each point of interest's story. Should the Board decide to move forward with online booking capabilities with an integrated itinerary planner, we would also connect the app with the website database so that the app could be customized based on the user account logged in. Additionally, by knowing the person behind the device, with the help of beacons strategically placed throughout the destination, we would have the data to understand how our visitors are spending time in the destination. This would also open the door for an entire suite of Proximity Marketing capabilities. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS LEY WEST I COME AS YOU AR ° C-11 ............................................................................................................................................................................................................................................................................................... New Digital Outreach Opportunities for Keys Businesses An inexpensive, effective form of digital marketing is remarketing to previous site visitors. There is a new option available for area businesses to remarket their display ads to Fla- Keys.com site visitors. This capability will allow businesses who may not have otherwise captured the visitor cookie data to have their brand's call to action reach those planning a Keys vacation. We have been programming an automated click-through-report for all site advertisers which will launch in the new fiscal year. This new system will automatically send the business an e-mail each month with return on investment metrics they can use to manage their digital marketing portfolio more effectively. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARP', C-12 ............................................................................................................................................................................................................................................................................................... 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 • Secondary • Indiana, Alabama, South Carolina, Connecticut, Missouri, Tennessee, Wisconsin, Colorado 2. International Markets • Primary • Canada, German speaking countries, United Kingdom/Ireland • Secondary • Benelux (Belgium, Netherlands, Luxemburg), France, Scandinavian countries 3. Market Segments A. Historic/Cultural Market B. Soft-Adventure Market C. Ecotourism D. Geo-tourism/Experiential/Voluntourism E. Fishing Market F. Diving/Snorkeling Market G. LGBTQ Market H. Gen X/Youngest Baby Boomers I. Millennials and post millennials J. Weddings/Honeymoon/Celebrating Milestone Events Markets K. Boating Market L. Culinary/Foodies M. Family and generational travel N. Travelers with Disabilities O. Getaway Traveler ................................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) D-1 ............................................................................................................................................................................................................................................................................................... P. Travel Trade Industry 1.Travel Agents 2.Tour Operators 3.Wholesalers 4. Meeting Planners Q. Multi-Cultural and Heritage Travelers ................................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) D-2 ............................................................................................................................................................................................................................................................................................... IV. Promotional Analysis 1. Promotional Events The promotion of special events is a very important part of our overall marketing program. Multi-day 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 cases that involve the highest level of economic impact to their district (such as a high volume of room nights and visitor expenditures), a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Umbrella. These specialized events serve the same purpose as generic events. 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 overnight out-of- county 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 visitors 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. Improvements may also include those associated with channels, estuaries or lagoons. 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 ST I COME AS YOU ARE`) E-1 ............................................................................................................................................................................................................................................................................................... Although these projects are primarily to promote tourism, another important aspect to funding these improvement projects is that they not only benefit the visitor experience, but also the residents of Monroe County. TDC funding of capital projects improves the infrastructure of these public facilities, beaches, nature centers and historical places of interest, while offsetting a potential additional tax burden on the residents. 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, improved or maintained by the county in the promotion of tourism. ................................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) E-2 ............................................................................................................................................................................................................................................................................................... Section Three: Program Planning L Program Development i. Program Marketing Goals a. Re-establish tourism for the Florida Keys. b. Develop overall program which restores the county's economic viability while balancing the environment and quality of life for residents. C. Increase year-round brand awareness. d. Promote the variety of Lodging Accommodations throughout the Florida Keys. e. Promote arts/culture offerings. f. Incorporate sustainable tourism messaging across all campaigns. g. Promote to Romance Travel/Life Milestones markets. h. Target longer stays within the Keys. i. Re-establish market share of international visitors. j. Re-establish group and incentive meeting business travel. k. Increase awareness of the Keys to the film industry as an alternative to off shore locations I. Increase fishing industry travel. M. Increase diving and snorkeling business. n. Increase LGBTQ+ travel. o. Increase family travel/multi-generational travel. P. Broaden the measurement of the effectiveness of the advertising, public relations and sales programs. q. Continue marketing program for travelers with disabilities. r. Develop guideline for measuring sustainable tourism practices S. Increase awareness of the diversity of our attractions. t. Increase our marketing efforts to Millennials/post Millennial visitors. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) F- 1 ............................................................................................................................................................................................................................................................................................... U. Increase our marketing efforts to multi-cultural visitors V. Increase awareness of off the beaten path experiences W. Increase awareness of alternative transportation options ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) F- 2 ............................................................................................................................................................................................................................................................................................... ii. Top Marketing Priorities a. Position the Florida Keys as Florida's premier get-away destination for 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, the local economy and Monroe County residents. d. Promote historical, heritage, environmental, artistic & dining programs. e. Promote sustainable tourism. f. Development of capital projects that improve tourist related facilities. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote LGBTQ travel. j. Identify and market to the visitor for longer stays. k. Promote to our traditional international markets. I. Promote the diversity of attractions available in the destination. M. Promote awareness of non-stop service into the Florida Keys. n. Diversity in multicultural marketing communication. o. Promote Family/Multi-generational Travel. P. Promote Romance/Life Milestones market. q. Promote to travelers with disabilities. r. Develop new and updated research programs. S. Promote user generated content on social media platforms. .............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) G-1 ............................................................................................................................................................................................................................................................................................... t. Promote alternative transportation options from South Florida hubs and within districts. .............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) G-2 ............................................................................................................................................................................................................................................................................................... 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. Destinations Florida, previously known as FADMO has an educational initiatives program as part of our membership and has an annual Destination Marketing Industry Summit. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') H- 1 ............................................................................................................................................................................................................................................................................................... Both of these programs offer a wide array of educational break-out sessions covering many facets of destination marketing. Visit Florida has joint tourism marketing workshops to help service the industry, as well as webinars. 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 f. Support Agencies 1. Axis Travel Marketing (sales) - United Kingdom and Germany Italy, Benelux and Scandinavian countries 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 ST I COME AS YOU . `�'') H- 2 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN FY 2021 TDC FOUR PENNY BUDGET $52,379,925 Emergency$3,454,815 Promotional 6.60% Resources$200,370 Florida eys Council of 0.38% Film $300,000 the Ar $100,000 wense related FCCA$6,100 0.01°% 0.57% 0. 9% Expenses s$180,800 0.35% Resources$144,659 0.28% Cty. Cost Allocation $309,273 0.59% Advertising $16,758,217 31.99% Capital$18,703,492 35.71% Public Relations/Ameruop $1,852,276 3.54% Sales/Mkt. $2,049,000 VIS/Fulfillment Research$600,000 3.91% $1,071,828 2.05% 1.15% /Overhead Events$4,516,248 Finance/Attorney Admin Admin,092 3.76% 8.62°% $161,755 0.31% FY 2021 TDC FOUR PENNY BREAKDOWN Emergency Fund $52,379,925 7°% Projected 2021 Annual Four Penny Revenue Balance Brought 56% Forward (estimated unexpended capital/event Balance Brought contracts&resources) Forward 28°% (revenue/expenditure Less state reserves variances) (F.S. 129.01-5%) 9°% THE FLORIDA KEYS ?,,, WEST I COME AS YOU ARE° H- 3 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN FY 2021 TDC TWO PENNY BUDGET 'Events' (35%) Portion $8,674,306 Research,$600,000, 6.92% County Cost Florida Keys Council Allocation,$72,713, Special Projects Commission& F es of the Arts,$100,000, 0.84% (Destination/Turnkey (Finance),$11,3 3, 1.15% Events),$1,535,961, /0.13% 17.71% Film Commis ion, Public $300,000,3. 6% relations/Stringers/PR Expenses,$1,852,276, 21.35% Fulfillment,$60,000, 0.6 % Resources,$94,374,--- 1.09% Cultural/Fishing/Diving Umbrellas, $2,219,756,25.59% Emergency, $1,827,833,21.07% THE FLORIDA KEYS & KEY WEST COME AS YOU ARP H- 4 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN FY 2021 TWO PENNY BUDGET Administrative (7%) Portion $1,806,469 VIS Software,$3,000, Office Supplies, Dues/Subscriptions, 0.17%� �$15,000,0.83% $13,000,0.72% Admin/Operating, Emergency, $850,000,47.05% $426,982,23.64%---- Capital Expenditure/Operating, $10,000,0.55% Visit FLA,$12,000, 0.66% Finance/County Cost Allocation,$42,447, 2.35% Resources,$50.285 2.78% Repairs/Maintena ce/Recycling supplies,$2 3� 1- a 1�{lllllll ��JJj��IJ��1P�i ` A� d, ministrative 1.44% Advertising,$18,000, Business Lease, 1.00% $165,000,9.13% Cleaning, Legal Salaries& $12,000, C urier, Travel,$50,000, Benefits,$91,755 0.66% $3,0 0,0.17% 2.77% 5.08% Communications, $18,000, 1.00% i HE FLORIDA KEYS & KEY WEST COME AS YOU ARE° H- 5 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN FY 2021 TWO PENNY BUDGET Advertising & Promotion (65%) portion $10,780,714 Sales& Mkg Staff& Commission& Fees related costs, (Finance),$21,158, $1,249,000, 11.6% 0.2% Website Related Expenses,$85,000, County Cost Allocati 0.8% $74,281,0.7% i I Emergency Reserves, $1,200,000, 11.1% I Resources;$200,370, li 1. Sales,$8C 0000,7.4% Fullfillment/Trad , $10,000,0.1% Collateral,$60,00 0.6% Ad. Expenses,$65,000 Advertising/Special 0.6% Projects,$6,446,905, 59.8% Media Materials, $569,000,5.3% friL rLORIDA KEYS & KEY WEST COME AS YOU ARE° H- 6 ............................................................................................................................................................................................................................................................................................... Other Resources 1. Chambers of Commerce (Key Largo, Islamorada, Marathon, Lower Keys, 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. Florida Association of Destination Marketing Organizations (FADMO) 12. International Association of DMO's 13. Brand USA ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') 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 ST I COME AS YOU . `�,,) H- 8 ., _ G t The FloriddKeys & ey eSt 4p come as you are �o ado Ma athor Key West Big Pine Key&The Lower Keys ............................................................................................................................................................................................................................................................................................... I. Advertising As the Covid-19 crisis continues to shape how consumers view travel, advertising will need to be more flexible than ever before in regard to messaging and media placement. Consumers' habits will be affected and attitudes will change. While there is optimism that people will be traveling prior to the start of this plan in October, there still is a great need to keep a close eye on public health trends and travel habits. As a whole, target audiences should not change significantly for The Florida Keys & Key West. In the past few years, greater attention has been given to the emerging millennial market. This market becomes of greater importance as they are likely to travel and pursue their passion for visiting new and exciting destinations. Furthermore, millennials are maturing and have more money for travel and are the Keys' customer of the future. With budgets lower for 2020/2021, the Keys investment in advertising will need to be planned with an eye to even greater cost efficiency. Sacrifices will need to be made and greater concentration of core media elements such as television and digital advertising will be the focus of the plan. Distribution of the Keys message will be through video on different platforms, but most importantly, the destination's strongest asset is its visual appeal to prospective travelers. The timing of the media plan will need to change to escalate visitation. Historically, there is a fair amount of promotional activity in fiscal Q1 (October/November/December). Furthermore, with a presidential election and other political races, there will be greater than normal demand on television. To that end, much of the advertising in October and early November will be focused on digital advertising, including social media with television joining the campaign to drive business to the destination. The media strategy will focus on the funding of advertising directed at the primary target audience of Adults 35-64 with an annual household income of$150,000+. As mentioned, millennials (Adults 25-34, $100,000+) will have an increased role in the plan for 2021 and as this group ages, the Gen Z segment will start to become more relevant. Marketing efforts will be placed to support these younger groups. Campaigns to attract enthusiasts in diving, fishing and culture will also be implemented. Travel agents and meeting planners will also be targeted throughout the year. Where and when the destination advertises will also be dictated by the recovery in what have been historically top markets for the Keys. Markets in the Northeast and Midwest that have been especially hit hard by the virus may not be a source of visitation until early calendar year 2021. Individual markets will need to be selected based on their likelihood to travel. Research from where people are searching for the destination will need to be identified and advertising placed in those areas. Where advertising will be placed will need to be especially flexible and could change at any time. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) I-1 ............................................................................................................................................................................................................................................................................................... As media usage continues to be fragmented, the 2021 media plan will use a strategy that follows where prospects are consuming their media. Television will remain an integral part of the plan as it is still extremely relevant. This is especially true in its ability to provide reach against the target audience. Furthermore, local news is a consumer's most sought after vehicle to find out what is happening in their community. This is especially true in light of the demise of newspapers. A study from GFK Research finds that television is the leading medium to motivate consumers to purchase. Other data driven video outlets that have been used over the last few years will see an even greater presence. Addressable Television has been used in the past and its role will be expanded as it becomes available in a meaningful way in more markets. Addressable Television allows The Keys to deliver messaging to target prospects without the waste. Over the last few years, traditional television has lost viewership to streaming services like Netflix, HBO, Showtime and Amazon Prime. These platforms do not accept advertising, limiting marketers from speaking to these audiences. Through services like Samsung and Samba, we are able to identify those heavy users of streaming platforms and retarget them when they are not watching television with video. This is an excellent way to address light viewers of television and cord cutters. Digital advertising has been a significant part of each media plan and expenditures grow annually. Using pre-roll video enables The Keys to maximize reach against target prospects. Video in any form is The Keys greatest tool in influencing potential visitors. The visual beauty of the destination is its greatest sales tool. Digital advertising will be used in several different ways. Digital's greatest strength is its ability to leverage data collected across the web to effectively target future visitors. It allows for targeting specific segments and niche markets for each campaign. Social media continues to be used in a meaningful way across all segments of interest to The Keys. While Facebook and Instagram have been used successfully over the years, Pinterest has been added to the plan and is a promising platform to bring visitors to the destination; especially for destination weddings and honeymoons. Traditional television advertising will remain an important part of The Florida Keys marketing efforts. Spot local market television in key markets will be implemented where prospective visitors traditionally come from, specifically in the Northeast and Midwest in the fall and winter. Timing will need to be especially flexible based on each markets' likelihood to travel. National cable television has been a part of the marketing plan for many years. Given budget parameters, national advertising will need to be reduced. A strategy that uses only national cable news networks (Fox News, CNN and MSNBC) will be used. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) I-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. 8. Place greater emphasis on younger target audiences (Gen Z and Millennials) as they will be more apt to travel. Goals 1. Increase advertising presence to the Millennial Market. 2. Increase advertising presence to the Generation Z Market. 3. Increase trade media efforts to the travel trade market year-round. 4. Utilize emerging technology that leverages data to more effectively target potential visitors to ensure a more upscale visitor that has the potential to stay longer utilizing media such as Addressable or Connected TV. 5. Create a new Meeting Planners Guide for the destination. 6. Create a new Destination Guide (Accommodations Guide) for the destination. 7. Create a new Conch Brochure template to be "trans-created" in various languages. 8. Continue to promote sustainability messaging in and out-of-county to attract visitors that will protect all of our natural resources. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-3 ............................................................................................................................................................................................................................................................................................... o u <= a c:Y M rs C LLI u ,l y o N > .. N O ' W �, m a o c ai Y m ` o a m v_Y S U K c G Q maa E' G LLJ c; (A s� «_ O nJ w ° ZN W a �Y Fes, E% rm W a Q ; 0> A L9� U� m v W a E E � m r lu a cw -0i, W a: ` U NO �O y U n A �. 0 h U U U U Z G ` O «° E nq m m a � J,E s Lu v 9 E4 c O LE .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-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. 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. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-5 ............................................................................................................................................................................................................................................................................................... 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, Japanese, 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 accommodations and film production related business listings. Description: 4" x 9", four-color 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, four-color Cultural Magazine: Magazine featuring a complete calendar of events, articles on cultural aspects of the Keys as well as the visual & performing arts in the destination. Description: 8.5" x 11", 16 pages, four-color 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. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-6 ............................................................................................................................................................................................................................................................................................... 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. 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. 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 • Civil Unions/Honeymoons/Life Milestones • Soft-Adventure • Romance • Family Travel .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-7 ............................................................................................................................................................................................................................................................................................... • Luxury Travel • Girl or Guy Getaways • Generation Z • 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 • International Travel International travel to The Keys from international markets is going to be a challenge given the hard-hitting effects of covid-19. This, along with a reduction in budget will heavily affect the amount of advertising directed to traditional markets like the U.K., Germany, France and Italy. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-s MONROE COUNT'Y T'OURIST DEVELOPMENT' COUNCIL 2020-2021 MARKET'ING PLAN Domestic Target Audience Affluent Adults Age 35-64,HHl$150,000-P Population %of Total Index A35-64,HHI$150,000+ 29,849,000 100% 154 Total Men 15,362,000 51.5% 102 Total Women 14,488,000 48.5% 98 Age 35-39 4,579,000 15.3% 170 Age 40-44 5,126,000 17.2% 170 Age 45-59 6,676,000 22.4% 170 Age 50-54 4,749,000 15.9% 170 Age 55-64 8,719,000 29.2% 170 HHI$150,000-$199,000 13,383,000 44.8% 100 HHI$200,000-$249,000 7,700,000 25.8% 102 HHI$250,000 or more 8,766,000 29.4% 99 HHI$500,000 or more 2,563,000 8.6% 90 HHI$1,000,000 or more 1,417,000 4.7% 93 Married 26,652,000 89.3% 120 Married or Partnered 27,784,000 93.1% 116 Pro fessional/Managerial 23,908,000 80.1% 116 Graduated College or More 24,816,000 83.1% 109 Own Principal Residence 27,566,000 92.4% 103 Any Airline Round Trips in Past Year 27,902,000 93.5% 105 5+Airline Round Trips in Past Year 16,181,000 54.2% 102 5+Nights in Hotel in Past Year 27,052,000 90.6% 102 Census Region and Division: Northeast 6,419,000 21.5% 98 Census Region and Division: Midwest 5,866,000 19.7% 101 Census Region and Division: South 9,456,000 31.7% 100 Census Region and Division: West 8,107,000 27.2% 101 Source: 1psos Affluent Suney USA Spring,2020 Affluent Adults$150,000-1- Index An Index is used to express the percent difference from the average . The average is always 100. Any number above 100 represents the percent above average. For example,Married—I 16 index. This means that the target population is 16%more likely than average to be married. ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`) 1-9 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Total Media Plan Expenditure Out of Home 1% Digital 40% Television 51% Print 8% Media Budget Total: $15,099,229 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-10 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Monthly Media Spending January 13°"0 February 21°lo December 8% November 89a October 4°"e% September March 1 0 20% August 2% July 4% June 6% May April 5% 8% Media Budget Total: $15,099,229 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° I-11 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Advertising Breakout DAC 2 DAC 3 4% 7% DAC 4 DAC 1 DAC 5 9/a Culture Umbrella 2% Dive Umbrella 3°/6 Fishing Umbrella 2% Generic 39% Advertising Budget Total: $16,640,698 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-12 ............................................................................................................................................................................................................................................................................................... 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 WEST ST I COME AS YOU ARE`) I-13 ............................................................................................................................................................................................................................................................................................... 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. • Infox — Germany They are the secondary European fulfillment house. This mail house services Germany, Austria, Switzerland and the Netherlands. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) I-14 MONROE COUNT'Y T'OURIST' DEVELOPMENT' COUNCIL 2020-2021 MARKET'ING PLAN FULFILLMENT PROCEDURES TO: SHIP TO: TDC Office Trade INTERNATIONAL km's Marketi 1g,L,7.K. hitemafional and Trade Cermanv ITIC Office Intemafional Consumers ......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`) 1-15 ............................................................................................................................................................................................................................................................................................... GENERIC MEDIA PLACEMENT The following outlines the Generic advertising media placement for 202012021. The plan will be flexible throughout the year to take into consideration of market conditions. TELEVISION Television will remain an integral part of the media plan for 2020/2021. It will target A35- 64 with a Household Income of $150,000. • National Network Cable Television National cable television will begin in January 2021, which is later than usual when visitors will likely feel more comfortable flying. Given the budget and market conditions a reduced national cable television campaign will be implemented using Fox News, CNN and MSNBC. These networks will be able to provide the most effective reach and frequency of the target audience. • Local Spot Market Television Local spot television will appear in key feeder markets. Research shows that visitors will be more comfortable driving rather than flying in the Fall of 2021. To this end, The Keys investment in advertising will concentrate on drive markets in the fall, while the traditional Northeast and Midwest markets will begin in January 2021 for the winter. Spring/Summer 2021 will again target drive markets. ➢ Fall Spot TV Markets: Atlanta, Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando-Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville. ➢ Winter Spot TV Markets: New York, Chicago, Philadelphia, Boston, Washington DC, Detroit, Toronto, Dallas-Ft. Worth, Atlanta and Charlotte. ➢ Spring/Summer Spot TV Markets: Dallas-Ft. Worth, Atlanta, Charlotte, Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando-Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville. Television activity will primarily be placed during the early morning and late local news, which have historically proven to work effectively. News programming is effective for the Florida Keys & Key West due to its upscale audience and ability to engage viewers. DIGITAL BRANDING CAMPAIGNS Digital advertising will again have an even greater role in the marketing plan. The destination will continue to leverage data driven opportunities to maximize targeting different segments. Using highly targeted data makes the media investment more cost efficient and reducing waste ➢ Connected TV/OTT (Over the Top Television): The number of households giving up traditional pay television subscriptions continues to .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-16 ............................................................................................................................................................................................................................................................................................... increase. By 2022, the number of cord-cutting households is expected to make up nearly a quarter of total U.S. households. Several new video platforms are being integrated into the media plan to continue to bridge the gap between the loss of traditional television viewership and the growing streaming audience: Hulu, Amazon Connected TV and Motto are streaming platforms that provide a wide array of content matched with a high level of data driven targeting. Motto will not only afford the Keys the ability to hyper-target our audiences, but also provide attribution of the advertising. People who have been served an ad for the Keys through Motto on several different networks will be counted once they arrive in Monroe County. This will allow for greater tracking and measurement of television advertising. Samsung TV and Samba use data from smart televisions and other streaming devices that are connected to televisions to re-target those users when they go to other websites on their mobile, tablet or desktop devices. ➢ Addressable Television: Allows for the Keys to highly target potential visitors on cable television. Its ability to reach prospects that specifically meet the Keys target audience profile (A35-64 $150k+ household income and in-market for travel) provides for little waste, making it an efficient marketing tool. ➢ Social Media: Advertising on Facebook and Instagram has proven to be an effective tool in promoting the destination. Last year, Pinterest promoted pins were introduced. Pinterest proved to be a successful platform for promoting both destination weddings/honeymoons as well as travel and will be expanded on in 2020/2021. Social media is an important tool as it allows for effective targeting at scale. While consumption of social media is large, it allows for those audience to be dissected into smaller highly targeted groups. ➢ Native Advertising: Storytelling is an effective way to let consumers know about the uniqueness of the Keys. Long form stories give in-depth information about a specific topic and motivate people to visit. Being outdoors and distanced in wide open spaces can be relayed to the consumer as well as sustainable tourism to the Florida Keys. Destination weddings will also be promoted in native content. Partners such as Trave land Leisu re.com, Conde NastTraveler.com, Lone lyPlanet.com, Afar.com, MarthaStewartWeddings.com and TheKnot/Weddingwire.com will be utilized for native content. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-17 ............................................................................................................................................................................................................................................................................................... ➢ Video: 15 second video will again play an important role in promoting the Florida Keys. Video will be served on mobile and tablet devices as consumers use them more than any other device and are a significant part of nearly everyone's daily life. Both direct publisher sites such as CNN.com and NYTimes.com as well as with programmatic partners that will serve on hundreds of targeted sites. ➢ Video and Banner Re-Targeting: Visitors to the fla-keys.com website will be re-targeted on sites across the web with video and banners. The most favorable form of data is first party information. First party data from partners such as Adara will be used to re-target prospects who have searched in real-time for a Florida vacation or hotel. ➢ Search Engine Marketing: Google, Yahoo, Bing and AOL search will be utilized to connect people searching online for a vacation to www.fla- keys.com. Google searchers will also be re-targeted with video through the Google Display Network. DIGITAL CO-OP PROGRAMS Co-op advertising opportunities will be more important than ever as the travel industry rebuilds over the next year. Digital advertising co-op opportunities will allow partners to participate in geographic and demographic campaigns at a relatively low cost. This advertising will help motivate consumers to visit the destination as well as help them select a specific lodging accommodation. CONSUMER PRINT AND ANNUAL PUBLICATIONS Given budget parameters and print advertising's continued decline, less of an emphasis will be placed on newspapers and magazines. There is still a place for contextual relevant magazines: ➢ Consumer Print (destination ads with co-op) include: Afar, Conde Nast Traveler, NY Times Sunday Magazine ➢ Dedicated Consumer Print include: AAA Living, Food& Wine, Travel + Leisure, Undiscovered Florida, Coastal Angler, Camp Florida, Travel Guide to Florida and Virtuoso Life. TRADE ADVERTISING Meeting Planners: As travel rebounds, the MICE (Meeting & Incentive Travel) market will continue to be an important target for Florida Keys lodging. Advertising will begin later in the fiscal year in January 2021 and will utilize both digital and print advertising with Successful Meetings and Meetings & Conventions to reach this market. Travel Agents: As travel recovers from the effects of covid-19, consumers will be relying more on travel agents for guidance as they return to travel. The destination will advertise with Travel Agent, Luxury Travel Advisor and Agent@Home to promote the Key Lime .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) I-Zs ............................................................................................................................................................................................................................................................................................... Academy e-learning program to educate travel agents on why the Florida Keys are the perfect destination for their clients. INTERNATIONAL CONSUMER MEDIA Travel from abroad will likely be on a limited basis for the 2020/2021 fiscal year. It is estimated international travelers will likely return to the Keys about Easter 2021 and into the Summer of 2021. Therefore, advertising to the international markets will not commence until January 2021 and this start date will be closely monitored. Advertising will be lighter than in past years and consist of Facebook advertising, print and digital (15 video). The following key international markets will be targeted: ➢ Canada ➢ Germany ➢ United Kingdom ➢ Italy ➢ France ➢ Scandinavia .......................................................................................................................................................................................................................................................................................................... THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) I-19 4 ` Ve i .e , f z �. 19 i ._ Alk r y There's no place in the world quite like The Florida Keys. In fact, there's not even two places in The Keys that are exactly alike. With five distinct districts, and five completely unique experiences, there's truly something for everyone. From B&Bs, small inns and hotels with five stars, to campgrounds with millions of them. Fishing on the flats to diving in the Atlantic. World-class restaurants to laid back fish shacks. No matter what you're looking for, you'll find it in The Keys. The FloriddKeys IS, ey eSt come as you are a�� �o ado \spa � Ma athor Key West Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Generic Media Spending by Category Digital Out of Home 41 11/° 1% Print 9% Television 49°'0 Budget Total: $6,446,905 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-20 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN I kk S 3 n i = �j• ��i����i a ..'� I •F :�:lziss�� $¢� r e e � ee �tt ffi S yL i np 8 = e e = aY J T 4)d Q.0 ZLLJS � � € N e ul� �S gym . Sq ill 04 � a 'zyy � S r 44 THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-21 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN I 3 r _ o p n m m m m m I 8 s _ � a � SI tea. .. as $ Loa• 3a g I a r� • g= C qN �� s s � Z � ! 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S � ] � - 2 - § Ca ! � � „ ��. . « • n - /�I�� ƒ\j\ : § t --k - � K EL 5 Q¢ t \ i w : ; Z2 , . 4 w 7 �d , y � THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® 1-29 f f p 1 I 1 / I +- , / t ,f wr ,M The Florida Keys History. Art. Music. And madness. All in perfect harmony. Key West is an open-minded island where everyone's Keyk/est �o welcome.You'll find Victorian mansions and cozy B&Bs. World-class dining. And a sunset every evening that Close To Perfect-Far From Normal will inspire you to do anything but leave. as ya Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Key West Media Spend by Category Digital 41% Print 7% Out-of-Home 1% Television 51% Budget Total: $4,879,342 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-30 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN t s 9 . . — a I i I I I 9 I _ I i I I ¢"op.� a•oo�` II e i z a s �RP'Fi Fi'RF FlP 13 IFIAFiFiR �,....'',. �} ❑ :a F1���8 aka"��.. ��{��,� ��ztl} LLf s 8S° ¢ ��tlEtl, tl� s tlS° :§� THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-31 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN s a' _ L.. -:..... Ll LI d _ .. IJ °s " LL THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-32 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN I fl I l I 3 I `s r 3 C = I S S .- - .. Y DES 3 �� E CwC 3s Seyn yyy p S 5 •• 3 gI e LL - E gz ode " c�SS THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-33 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN IF III _lil 1 e . Y R • II I • II i, •1 i I • I d B - e x LL THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-34 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN pill Lu � b 3 g F s a a e u ' l L , Y 0 e { LL a� Y E Sr o r �oE THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-35 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN i 4 l• - I J, Al ig 2 - 9 r f 1 � 9 e 1' hi _l it s —Al �+ iaga iaap , - `. a Si, _..-.......__ LLI ,r, i • ' '' �i s = m J d c 8 �7 CCn E n i F W O f R CV ' LL A a �$ T� € $ a THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-36 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN ILL .mods a - I a .. .. . .... . . ; .. Ld Ali 2'2 8i9 _ L- _ i f _ B N I - � e� 3 s x WE i� THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-37 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN � ) \� .! § 2 : . . . 2 © . | |B� � ( � � § � . ■ dl z \ © § � ■ � ,. . . ■ j ~ ■ | � nag » )§/�� \ .■ � 2 < 2 \� § . k1 » THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® 1-38 r fi I� r y ; k �. � .. •i`i�ytiv � k n 4 With two national wildlife refuges, a national marine sanctuary and miles of unspoiled wilderness, a visit BigPineKe �a�o to The Lower Keys is like a journey back in time. and Florida's Lower Keys Sleep under the stars. Dine in unique restaurants. a And keep an eye out for our most famous residents,the tiny Key deer. _ UL Ma athon Key west MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Big Pine Media Spend by Category Digital 420% Print 4 o;,o Television 54% Budget Total: $609,831 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-39 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN , I { � - \ ; ! /LE _ , , , ! ,■ , � - � & g;g\\.` § R J!Q/\} ' \ > - | - l,4, ��!! �■�, ■ � ° z | �■ . < ; - § !§ - � \ / Lu !| 2: � c .`•2 ! ;�/ , | ,£|�e \ k!|kk ;\ THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® |-O MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN ! _ 7 - - _ - \ ) 7 77 1 « ! sy § )\ � ' §. ; ! } fit■■ [ � ! , � | ! ! 2, � • § ,, ! ! )| � � | k); � 65 '� cq g k�/) LL THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® |-1 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN � k2( ` w � !!§ ' ! §Z § \ ,E !E. - f ! } { § ! - _ I t I 11H ! ! f � , G JiGgn! ' §iRg§: � � } } \ « U � G\ . A 2 ! THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® |-2 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN t e n A d i 5 � ; Yr w+ - v � x S J y - a 0 F i t Lu 6 cy A zi z '�s a w C � o LL THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-43 F {! NJ _ 1 .... . �i� � o` Ai NAL J` OF o , c q 0 o O Y ^ r , tt IoO /10 As home to the world-famous Seven Mile Bridge, Marathon oridd keys is the linkthat ties The Keys together. But with a beautiful MdrAon 0 beach,and activities including everything from marine encounters to museums, it's also a magical place ot�aa for families to connect. � \s�a� wor*,. W. Key West Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Marathon Media Spend by Category Digital 42 Print 3% Television 55% Budget Total: $1 ,208,673 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° I-44 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN MIX . §IA;„ -4 , \;§; . ■ ■ ■ . � a - . . . . . �--.� . . . � 4�±af . . . . . . !! ;!!!!!!!!!• ` a,§�; \\2\�` ■w!: ' § bb\33 ® §"/§/ ; ■■„■ .,■■#,■■ .! „■ • ], ! � } ) w ! ! � . � ! , • � � _ ° 4n� � ���! f� s�■, r�l.• � �| �,�! .l�� ;, 1f| THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® |-5 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN `s 2 _ I 4: �.o 6 � as �g =•k �� a I i zs t E k s F 8 j�f own S d '��'•�sa��i§� to °p� �,t a u E r I 2 M1 ff g m m g t THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-46 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN e � tj �I m �a 8 3 Q � a It Y gar 1141-77 a. +avar I s„ 1 I I i §38A�+sA+ty _ q ga 4 pap rtt ..Sy N Rya$ � �� JiEE THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° I-47 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN j di §�| ■ ! ` ! ! ! � ! \ § § \/ § 2 I E \ . � E � B . � THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® |-S O A r �i "w l e^'K"A`AYN ry w � r � 4, r° With an ideal location between the Atlantic Ocean F d K IsIdMOWId and the Gulf of Mexico, Islamorada offers some of the best sportfshing in the world. And if you're angling for extraordinary dining, a colorful art scene or just a quiet tropical escape, you'll find that here, too. iron Sara Key West Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Islamorada Media Spend by Category Print Digital 41 D/o Television 53% Budget Total: $890,818 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-49 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 0 fill, Lu WiM i I w R� R Z Q a •b N ��� � �o�i I a I THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-50 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN c $� F I ' - r lit �r u 11 aru _......... .... . 6 H mu- 2 9 8 9 9 SC x _ ��➢D@y$'f1i ���Y I I �' ggI�N a aaa f6 ❑ 6= da -fl W 4 Ea g a m cv �`� o oC3 Leo g $ox,$u THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-51 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 4 C?w ® gjF grg - - 9 I A i E E _ t `°• � � Ea a a a aunn IL p {8e a Lu gg 3 uµ uu Y t ., THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-52 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN \ | } } ! § ) � ! i ! �(� . I � _. ! 2 ■ zo § \ 2 § § § ® ■ a §^ so IL ar § " & 7 � \ . \/ Lu � § 2 . ¥ � THE FLORIDA KEYS & KEY WEST COME AS YOU ARE® 1-53 su All y � t S y tt 'Y m +w Situated just south of Miami, Key Largo feels like The Florida Keys a world away. Whether you come to snorkel or KeyLdrgO dive in the pristine waters of John Pennekamp a Coral Reef State Park, or to experience the as unspoiled wilderness of the Florida Everglades, Key Largo will satisfy your natural loop Ma athor instinct to explore. Key West Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Key Largo Media Spend by Category Digital 42% Print 6% Television 52% Budget Total: $1 ,456,743 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-54 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN I � 4—flu 3 I d ° � � ESN i I II I I I li i I uv+ic I �z d •r: I I I --F--R urr u go AA I na r ' II bs.c R R R R R R R R R R R R R R R R R R R — 1 � ��ran THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-55 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN y h ' '�I F 7171 i R'vi I i I Y _ - I carer E Y � a �s aaaar�rrr n 3 ;Imp 14 0�11 -0 IN I I ra�inp� frw4'i'V✓•+ A w w � E C.L eax. o@�"� 14 o s o o g: s 3 x x H q � E 8 pf 8 THE FLORIDA KEYS & KEY WEST COME AS YOU ARE° 1-56 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN iL I � n �•g. lit ! 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"t4 The FloriddKeys &I�y�eSt ® 47p come as you are �o ado � Ma athor Key West Big Pine Key&The Lower Keys MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN 2020-2021 Umbrellas Diving 50% ;t<< < < < < < r Yi>�,v�,,r ��, Fishing 26% Culture !D Culture: $275,886 Diving: $590,000 Fishing: $282,500 THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE° 1-60 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2020-2021 MARKETING PLAN Ll � � y 3 � '. g e ... I I 1 Y _ wa.et bv. ' 4 •�Y'tl bV5 I I n� E R R R R R v - 3 Lu a iEi a a LLJ e" e! 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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 ST I COME AS YOU ARE`) I-69 r .,_ � The FloriddKeys &Key St ® ��� come as you are �o ado � Ma athor Key West Big Pine Key&The Lower Keys ............................................................................................................................................................................................................................................................................................... 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 2021. 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 ensure 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 and attraction 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 message for the domestic and international 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 opportunities throughout the destination. 10.To promote the unique culture and heritage aspects of the destination to both members of the travel trade and consumers. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-1 ............................................................................................................................................................................................................................................................................................... Goals 1. Create virtual familiarization visits targeting international and domestic travel professionals. 2. Create and upload sales presentations targeting travel professionals to the appropriate web page on fla-keys.com. 3. Update sales section of fla-keys.com. 4. Conduct destination presentations to LGBTQ business associations in designated feeder markets. 5. Conduct email promotions using digital postcards to reestablish the international market. 6. Host a MICE FAM trip emphasizing new product in Lower Keys/Key West. 7. Conduct pre/post-consumer show sales calls targeting travel trade in key feeder markets. 8. Increase promotional efforts on sustainable tourism practices throughout the destination. 9. Host a minimum of one webinar per quarter targeting high-end travel trade in our key feeder markets. 10. Highlight the destination's wide open and natural spaces (i.e. seascapes, national refuges, national and state parks). THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) 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 industry partners. Sales Manager Responsible for implementing sales plan activity for domestic leisure travel in assigned key feeder markets. Market examples would be consumers and retail travel agents in the United States. Assists with Dive Umbrella efforts. 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 select 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 to generate group business for the destination. Provides assistance with other duties or activities as directed by the Director of Sales. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-3 ............................................................................................................................................................................................................................................................................................... Sales Manager Responsible for implementing sales plan activity in the LGBT market. Participates in trade and consumer-oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Provides 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 attends trade and consumer events on behalf of the destination. 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. Conducts sales missions, escorts FAM trips to the destination and attends trade and consumer events on behalf of the destination. Also liaises with Get It Across-PR. The sales staff provides ongoing 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 effort 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 FLORIDAKEYS KEY WEST I COME AS YOU ARE`) 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 (jr. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days 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 or appropriate regional travel promoters 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 person has taken the time to visit them personally and provide materials such as brochures, videos, etc. Sales calls are the most effective method of establishing or maintaining a relationship with a valued customer. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-5 ............................................................................................................................................................................................................................................................................................... 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. Internet Based Expositions are "live" events, similar to a physical trade show. Travel trade professional's login to the exposition website during the designated dates and time. Sales staff will interact and engage with trade professionals interested in our destination. This happens via the chat platform by the exposition vendor. Travel advisors just browse our "booth" and view literature and ask specific questions. Services like "live" presentations, chat sessions, videos, brochure downloads are offered to the attendees. The economics of no travel expense (for buyer or supplier) provide an enticing business model for continued attendance growth in the future. 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. 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 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 THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-6 ............................................................................................................................................................................................................................................................................................... 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, the 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 organization's web pages. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-7 ............................................................................................................................................................................................................................................................................................... International Overview The international market is an integral component to our overall market mix; on average 30% of our visitor business is from an international point of origin. Up until the March Covid outbreak, the Florida Keys and Key West was on track to welcoming a record- breaking number of visitors from across several countries, with the predominant visitation stemming from the UK, Canada, Germany and Scandinavia. There are several factors that contribute to the success of the destination related to foreign visitation, and the most recent influencer was the amount of newly built and renovated lodging facilities post Hurricane Irma. International visitors are likely to wait longer than domestic visitors to return to a destination post disaster or crisis therefore the summer of 2019 through March 2020 represented their much anticipated return. Other factors influencing travel to the Florida Keys (and the United States) include currency exchange rate values, perceived safety, attractions, ease of getting around and global economic/political considerations. The typical international visitor will visit from mid-July through early September which includes some weeks when domestic demand is at its lowest. Europeans don't mind the heat, love our authentic attractions, appreciate the fresh seafood, the wide-open natural seascapes and the freedom and flexibility that a vacation in the Florida Keys provides. This traveler also books anywhere between 3-9 months in advance. This business model affords our lodging partners the opportunity to `build a base' of future business, thus allowing properties to revenue manage shorter term bookings in a more aggressive manner. The booking window will be influenced on several factors, the most important being health and security. Of extreme importance post Covid will be the flexibility to cancel travel plans should health and security become issues either in the destination of choice or at point of origin. During the lockdown period, our two overseas offices continued to communicate with the travel trade. Unlike in the U.S., long haul travelers consult their travel agent or tour operator for their recommendations and bookings. If a consumer books through a travel agent or tour operator, they are protected by their Government. If something should go wrong with their holiday the consumer will be repatriated, at someone else's expense, to their originating airport and all costs will be covered during the transfer period. This was made evident after the attacks of 9/11, the volcanic ash cloud disaster during the 2010 Easter holiday and of course the Covid -19 outbreak. Holidaymakers from around the world were repatriated home via any means possible at no cost. Those consumers who booked travel individually were left to their own devices to get home before the borders THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-8 ............................................................................................................................................................................................................................................................................................... were closed. Currently, the EU is developing the legal groundwork for a travel guarantee fund which will reimburse and protect the travel trade should pandemics like Covid-19 completely disrupt the booking and travel cycles. This would provide certain segments of the travel industry with a government subsidized `safety net' with the intention of preventing insolvencies during disruptive events. With the uncertainty of international travel continuing to distract any real bookings this summer, our agencies are concentrating on educational outreach, positioning and digital postcard promotions all geared towards the travel professional. The more we can update and educate the front line travel agents and extend the already established partnerships across the travel industry, the better we will be positioned once the lockdown orders relax and international travel resumes. For next year we will be taking a `back to basics' approach, concentrating on those market segments that have the ability to deliver results quickly. We will focus on our key feeder inbound markets such as the UK/Ireland, Germany (and German speaking markets of Switzerland and Austria) as well as Scandinavia and France. These countries all enjoy good airlift into Florida and have stable economies with strong consumer confidence. Barring any other crises or a resurgence in COVID -19 cases, we are anticipating the return of international travel beginning with the Easter holiday school break next year. By that time airlift will have increased and the surviving charter companies will have relaunched their flights. We are also forecasting that pent up demand along with rebooking of cancelled travel plans from 2020 will begin in earnest and carry through the summer. The return of regularly scheduled flights will originate from primary markets first; London's Heathrow, Paris, Frankfurt, Zurich and Oslo direct to Miami/Ft. Lauderdale. These routes have proven to be resilient with both passenger and revenue support. Miami and Fort Lauderdale will continue to be our link to international arrivals. Those arriving into central Florida airports such as Orlando and Sanford tend to be more cost sensitive. We will see visitation from those arriving through these ports, but a majority of our longer length of stays and higher income demographic will fly into a south Florida airport. Our efforts will focus on upscale/luxury travel, LGBTQ travelers and families with children who have outgrown the theme parks. These market segments have a strong emotional attachment to the destination. To reach the influential travel trade, more efforts will be directed toward digital channels such as e-learning and webinars. The international market is an integral component of our sales and promotional efforts. It represents 30% of our visitation, mostly during the mid to late summer months. Although THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-9 ............................................................................................................................................................................................................................................................................................... we have to shift how we position ourselves to the influential travel trade, we have sales teams in-market positioned to adapt and react to this very fluid business environment. Profiles Resources used in the information provided below include — but are not limited to - 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, U.S. Department of State and the U.S. Department of Commerce & International Trade Administration. NORTH AMERICA CANADA International Traveler Profile: • #1 international inbound market for the USA and the Florida Keys. • Florida remains the #1 destination of choice for Canadians. • Over 3.5m Canadians visited Florida in 2019. • As always, #1 international inbound market for the Florida Keys with over 359,000 visitors in 2019 a 10% increase. • Average age is 45-64 years old. Projected for 2021: age 55-64 will increase by 4.4%, while those 65+ will increase by 15%. • Have a preference for sun and beach destinations while escaping their harsh winter climate. • Top 3 leading activities: soft adventure, cruises, and golf. • Average party size is 2.2 persons, and the average length of stay is 22.7 nights, and 77% are empty nesters. Travel Preferences & Trends: • Florida, California, and Arizona rank as top non-border state destinations. • Canada's aging population (more are over 65 than 15 and younger). Older demographic prefers to travel to the United States over other countries. • Pre-Covid, new airline routes to the United States were implemented (WestJet, Air Canada, and Porter Airlines strategic alliance with JetBlue). • Preferred mode of transportation in 2019 indicates moving from driving to a destination to utilizing air transportation due to the aging population. As soon as travel THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-10 ............................................................................................................................................................................................................................................................................................... resumes in 2020, it will be most likely the reverse and they will be driving not flying for safety and flexibility • Baby boomers with time and money are interested in staying in the southern U.S. over the winter (the "snowbirds") to enjoy the weather. • Greater Toronto and Montreal areas remain key feeder regions for Florida vacations. • The Ontario province provides 56% of visitors and 28% from Quebec for all Canadian visitations. • British Canadians tend to prefer Orlando, Palm Beach, and the West Coast of Florida versus the French Canadians who prefer the Fort Lauderdale area. • As the largest and most culturally familiar travel market, Canada offers the broadest range of relatively easy travel promotion opportunities for destinations and attractions across the United States. • Evidence that destinations who offer Canadian dollar-at-par promotions or other comparable incentives reap the return on investment — maintaining/increasing Canadian visitation. • The Canadian traveler seeks "value for the price paid" when selecting accommodations. • They will now most likely choose more "rural' destinations with strong safety and hygiene protocols and where social distancing is possible. They will utilize their campgrounds for their personal RVs, small hotels with better safety standards and self-catering units rented not from individuals but run by Management Companies in order to insure the level of cleanliness. • 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. • When travel resumes, Canadian inbound travel to Florida is forecasted to continue increasing. • Sun destinations like Mexico and all-inclusive resorts in the Caribbean, including Cuba, are strong competition. Now this might change after the pandemic. • Canadian economy forecasted to remain stable. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-11 ............................................................................................................................................................................................................................................................................................... EUROPE FRANCE International Traveler Profile: • The US continues to be a top choice among long haul destinations. The French are ready to travel back to the US as soon as it is allowed. • More than 1.87 million travelers from France visited the United States in 2019, a constant yearly increase. They spent a record-setting of more than $6.5 billion. • 70% of visitors choose fly/drive vacations, as they are independent travelers. • The average length of stay is 14 nights for fly/drive market, FKKW captures 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 more personal interaction with the local community. Families prefer branded resorts. • Miami is the #2 port of entry for French travelers (NYC is #1). • Pre Covid, ten carriers offer non-stop flights from France to the United States. More new routes were added between the US and France than any other country in recent years. • 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. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-12 ............................................................................................................................................................................................................................................................................................... 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. • The French have five to seven weeks of paid vacation per year. The average length of stay in the United States is approximately two weeks. The French are very individualistic in their travel behavior, which explains why 70% choose "Fly and Drive" options. Nevertheless, some travelers, mainly retired people, prefer organized trips. • Security concerns in other warm-weather destinations (i.e., North Africa) have 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. • French travelers are ready to increase the use of tourism professionals for guaranteed protection in case of cancellation, changes, etc. BENELUX (Belgium, Netherlands, Luxembourg) International Traveler Profile: • The United States is the number one destination for long-haul travelers from Belgium and the Netherlands. Pre-covid, there were daily direct flights from Brussels airport and Schiphol (Amsterdam) to the USA, and because of the high- speed train links to Germany and France, these flights attract substantial numbers of passengers from those countries as well. • Workers in Belgium and the Netherlands have an average of 4 to 5 weeks of holidays per year with full pay plus a holiday bonus. • Belgian tourists are the sixth-biggest spenders per capita in the tourist industry. With its 11million inhabitants, Belgium is the smallest country in the top ten for this parameter and does better than countries such as Germany, the United Kingdom, Switzerland, and the USA. • Dutch visitors to the Keys increased 5.7% in 2019. • Luxemburg and Belgian numbers were static. 28% of all Dutch visitors to the US vacation in Florida. The average Belgian stays in the U.S. for 13 days. • The fly/drive market represents 50% of the total holiday travel segment. The average age of long-haul traveler is 45-54 years old. The travel period runs from June through mid-September with a peak in August. • The large majority of travelers are independent, seeking tailor-made trips and booking their vacations via a travel specialist instead of large tour operators. • An average of 20% of all visitors from Belgium and the Netherlands are first-time visitors, meaning that 80% are regularly returning to the US for their vacation. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-13 ............................................................................................................................................................................................................................................................................................... • Florida is the second most visited state and Miami is the main port of entry for those travelers and their length of stay averages a minimum of two weeks. Travel Preferences and Trends: • The Benelux traveler conducts online research for a possible destination in the US before making his / her travel plans. • The Dutch prefer the personal interaction and security that comes with using a travel agent. • "Adventure Vacations" vs. strictly beach activity is their preferred activity in warm sunny weather. • Travel agencies remain the strongest booking channel for the U.S. • There are a small number of tour operators serving the US-bound traveler. • 80% rent a car and ride-sharing services have become increasingly popular with 22% usage in 2019. • The tour operator TUI dominates the Dutch and Belgian markets into the US, especially in Florida due to "TUI Fly" in Belgium and "Arke Fly" in the Netherlands, flying into MIA and SFB (Orlando Sanford). • As of this writing, the flights are scheduled to resume in November 2020. Economic Considerations and Political Trends: • The Belgian economy continues to be recognized as a stable market. • As the capital of the European Union and the seat of NATO headquarters, Brussels has attracted over 2,300 international companies. The people working for these companies and organizations are a very interesting market segment that does not exist in many other cities. At any one time, there are over 6,000 diplomats in Brussels, plus 15,000 lobbyists and more than 1,000 foreign correspondents. • Belgium is a very open market where there are hardly any signs of protectionism. For that reason, the country is often used as a test market where large and small companies try out new products and ideas. • The population in The Netherlands is expected to increase by 2% — toward 17.5 million — in 2025. The age segment of 65-80 in The Netherlands is estimated to represent 17% of the total population in 2025, increasing the number of people who have time for travel. After years of recession, the total amount of travel trips showed moderate growth again between 2014 and 2018, while growth increased after 2018. 79% of outbound trips from The Netherlands are leisure related and 21% are business-related. Traveling by airplane has surpassed travel by car for the first time. • The travel industry has one of the highest online market shares of all retail categories and online spending in travel was expected to show a further increase of 23% in 2020. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-14 ............................................................................................................................................................................................................................................................................................... DENMARK International Traveler Profile: • California, Florida, and New York are the top three travel destinations. • Beach holidays, city breaks, and fly/drive packages most popular. • The USA has always been considered a longer travel holiday or city break destination for the main hubs. Despite Covid-19, the USA will remain popular once travel restrictions are lifted. • Historically Danes travel to the USA multiple times a year. Post Covid-19 we anticipate a good continued demand to travel. • They go on a 3 — 4-week summer vacation between June and August. • Average household income is $94,779. • Enjoy experiential travel, active holidays, and relaxation. • Danes enjoy six full weeks of annual vacation and 12 national bank holidays. • Average length of stay (in Florida) is 15 days. Travel Preferences and Trends: • Tour Operators are 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 the harsh climate, they continue to seek sun and warm beach holidays, particularly in the winter months. • Special interest holidays on the increase. (Biking, sailing, diving, etc.) Economic Considerations and Political Trends: • Unemployment rate rose to 5.4% in April 2020. • The population of Denmark is 5.8 million. • 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. • Denmark is looking at two economic forecasts post Covid-19. The first scenario expects the economy to stabilize relatively quickly with an anticipated decrease of 3.5% in the GDP. • The second scenario expects the gross domestic product to decrease by 5.5 percent as well as a decrease in public finances by nine percent. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-15 ............................................................................................................................................................................................................................................................................................... FINLAND International Traveler Profile: • USA is one of the main long-haul destinations for Finns. • Florida, NY, and California are the most popular destinations in the U.S. • Majority of Finns choose packages but trending toward individualized travel. • Finns enjoy beach holidays, but a growing number is looking for active holidays engaging in modern type watersports. Special interest includes cycling, kiteboarding, paddleboarding, nature-based attractions. • Florida is the most popular destination for first-time travelers to the U.S., families with children, and senior citizens. • Generally, travel from Finland to Florida would incorporate multiple destinations within the State and will be for 14 days. 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. • 50% of all long-haul travel takes place in the summer (late June through early September) and is the most popular time of year to travel to the States. • In the long-haul market, the U.S. competes mainly with Southeast Asia, with Thailand being the most popular destination in that region. Economic Considerations and Political Trends: • 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 • Finland's unemployment rate increased to 6.80% in April 2020. • One-third of the country's GDP is produced in the greater Helsinki region. • Finland anticipates a drop in GDP in the second quarter of 2020, after which the level of growth is expected to pick up. A report done by the Ministry of Finance anticipates GDP to grow by 1.3% in 2021 and 2022. N O RWAY International Traveler Profile: • U.S. continues to be Norway's favorite long-haul destination. • Top cities are New York, Miami, Los Angeles, San Francisco and Tampa. • Experienced, discerning travelers. • Average spending is $4000 per person per trip. • Enjoy five weeks of paid holiday per year THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-16 ............................................................................................................................................................................................................................................................................................... • The average length of stay in Florida is 16 days. Travelers like to travel around the entire State. • Summer travel occurs between mid-June and mid-September, with the peak in July. • Winter sun destinations are popular as they want to escape the harsh winters. • Will research destinations online but consult travel trade for the actual booking. Travel Preferences and Trends: • Norwegians are experienced travelers, fluent in English, with time and money to travel. • Pre Covid-19 there was an increased air service into the USA with Norwegian and SAS airlines which we expect to come back. • Norwegian krone considered `weak' against the USD; however, 267,930 Norwegians traveled in 2019. • Typical route is one week in Orlando and three 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). • Cruising is becoming popular with 7-14 night pre/post itineraries in-state. Economic Considerations and Political Trends: • Norway is historically one of the wealthiest countries in the world, but due to Covid- 19 unemployment has increased and is temporarily sitting at 10%. • Because the economy is reliant on the exportation of crude oil and natural gas products, it is vulnerable to current market fluctuations. SWEDEN International Traveler Profile: • United States has been the 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. • Fluent in English. • Most are family-oriented, with 1 or 2 children accompanying adults. • Retirees with time guaranteed pensions are traveling during off-peak periods. • Generous annual vacation time with a minimum of 25 days paid leave. • Travel Preferences and Trends: THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-17 ............................................................................................................................................................................................................................................................................................... • 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. • Around 55% of travelers will use travel agencies to book (both online and brick and mortar agencies combined) but will research their options on the internet. • Swedes will spend approximately $3,300 per traveler. • Plan meticulously in advance of their trip. Hotels are expected to be of a high clean standard with fast internet. • Prefer destinations offering sun and beaches. Economic Considerations and Political Trends: • Swedish economy has been strong with improved consumer confidence and low-interest rates. • Sweden's economy grew in the first quarter as many other economies contracted due to Covid-19. This was a result of the softer lockdown approach. However, it is expected that Sweden will also enter into a recession for the last two quarters of 2020. • Due to Covid-19 unemployment has risen to 8.2%. • A stronger dollar may weaken the 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. I TA LY International Traveler Profile: • The U.S. remains the top long-haul preferred destination. • In 2019 1,086,000 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. • Statistics highlight that 23 % of the Italians that travel to the U.S. have been to Florida, which is ranked second in the top-visited states behind New York and ahead of California. Miami has reached a market share of 19% behind New York City. • The average length of stay in the U.S. is 14 nights. • Most of our Italian visitors come from the northern and central regions of the country. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-18 ............................................................................................................................................................................................................................................................................................... Travel Preferences & Trends: • Italians like to take their holidays between July and September, with a peak in August. • Italy has over 8500 travel agencies. • Shopping and sightseeing are the most popular activities for Italian travelers, followed by cultural and historical activities. • Pre-Covid 19, U.S. carriers: American Airlines, Delta and United; Italian carriers Alitalia and Air Italy as well as Emirates Airlines and Norwegian Air offered 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. • Miami and the Florida Keys realize 65% of all Italian visitors to Florida. • 63% of long-haul packages include flight, accommodation, transfers and excursions, 34% flight and accommodation only, and 3% fly/drive. Flight or accommodation only options do not exist in tour operator 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. • Italy's unemployment rate is expected to rise to 11.2% as a result of Covid-19. This is an increase of 0.7%. In 2021 the unemployment rate is expected to decrease to 9.6%. • The LGBT segment continues to be a growing market. UNITED KINGDOM International Traveler Profile: • Top three visited states were Florida, New York, California. • Orlando captures a vast majority of the mass market share for UK visitors. • "Dinkys" (double income, no kids), "skiers" (spending kid's inheritance). LGBTQ travel and Millennials continue to be the demographics to target as they are not as affected by exchange rate fluctuations. • Average duration of the number of nights is reducing. • The Florida Keys are viewed as a year-round and luxury destination. • Families will stay in hotels or self-catered units. 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 the main attraction of a Brits holiday, but honeymoons and other significant life event celebrations and experience-led activities (soft adventure, national parks) continue to motivate as well. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-19 ............................................................................................................................................................................................................................................................................................... • Travel to FKKW is not price-driven. • Key West continues to be recognized as a popular LGBTQ destination for UK consumers. Travel Preferences & Trends: • 2019 was a year of uncertainty due to Brexit issues, however, travel did hold up with the British consumer considering a holiday as a necessity as opposed to a luxury. • The weak Pound means there is a greater emphasis on finding good value for money. • UK residents took an average of 1.9 holidays in 2019. • In 2019 88% of Brits took a holiday, which was the highest figure since 2011. • Early booking market is growing with people wanting to get the best value for money. • Cruises were a popular holiday choice, with one in 12 UK holidaymakers having been on one in the past 12 months. This trend is unclear post-covid. • The biggest challenge facing travel to the USA will continue to be the fluctuating exchange rate. The last year has seen the worst £-$ exchange making holidays to Florida more expensive than ever before. Economic Considerations and Political Trends: • Unemployment rate is expected to reach 10% in the second quarter as a result of Covid-19. • UK economy is expected to contract by 7.2% in 2020, recovering in 2021 with GDP growth reaching 6.1% • UK continues to navigate out of Brexit with a trade deal of some sort. • British consumers love the USA. UK and USA figureheads enjoy good and solid relations. IRELAND International Traveler Profile: • The U.S. is the most important long-haul holiday destination. • Florida, New York, and California are the most popular destinations. • The 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 the 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 was a growing desire as it created the opportunity for pre/post stays. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-20 ............................................................................................................................................................................................................................................................................................... Travel Preferences and Trends: • The Irish prefer sunny, warm destinations as they depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path" and twin center holidays continue to be very popular and looking for the "brag factor." • The United States earns one half of Ireland's long-haul travel market. • Pre Covid-19 Aer Lingus was operating a direct service from Dublin to Miami three times a week. Currently, we are waiting to hear what routes will return and what the offering will be down to the Keys. • The Irish traveler will travel year-round and is also a very resilient nation. They generally book around 10 months out. Economic Considerations and Political Trends: • The Irish economy is expected to contract by -7.9% in Quarter 2 of 2020 but forecast to recover by 2021. • The Irish unemployment rate is expected to rise to 7.4% as a result of Covid-19. • The upper-income bracket will continue to travel and seek destinations that offer unique experiences. • 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. GERMANY, AUSTRIA, SWITZERLAND International Traveler Profile: • National Travel & Tourism Office (NTTO): German arrivals to the USA in 2019: 2,064,000 travelers. • NTTO: 18% of German travelers visited Florida in 2019, or 371,520. • Official 2019 Florida Keys & Key West / Monroe County Numbers: 110,700 (+2%) • This means that 30% of all German visitors to Florida visited the Florida Keys. This is an exceptionally high rate of visitation. • Other Monroe County Numbers: o Switzerland: 18,500 visitors (+8.6%) o Austria: 12,000 visitors (+15.8%) o Total German-speaking market visitation: 137,200 (+3.3%) • Average length of stay is in Florida is 14 nights. • Tour operators reported during ITB and IPW meetings in 2019, that around 30% - 40% of all travelers from the German-speaking markets are including The Florida Keys into their Florida itineraries, which the numbers reflect. • Swiss arrivals to the USA in 2019: 475,000, 2% increase over 2018. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-21 ............................................................................................................................................................................................................................................................................................... • Reasons for German-speaking travelers coming to the Keys: weather, climate, beaches, nature, wildlife. • Top Interest for the Florida Keys: Authenticity, Caribbean Flair but still in the USA; dolphin and nature interaction, watersports: snorkeling, scuba diving, kayak, kiteboard, jet ski, motorboat, sailing. • Iconic Destination Assets: Southernmost Point, 7-Mile Bridge, Hemingway. Travel Preferences and Trends: • Before the Covid-19 pandemic, transatlantic airline routes into Florida were quite frequent. Lufthansa maintained daily service to both Miami and Tampa. Swiss Air connects Zurich with Miami daily, as does Austrian Airlines from Vienna to Miami. Edelweiss (a subsidiary of Swiss Air, also owned by Lufthansa) had flights to both Tampa and Orlando. Icelandair and Aer Lingus are serving Orlando now. Eurowings (also an LH subsidiary) was flying from Duesseldorf to Fort Myers (the old Air Berlin and LTU route). Other important European airlines are KLM and British Airways which fly to Miami. • Transatlantic airlift into Florida from Europe is scheduled to resume by later in 2020. • Due to more generous cancellation policies, attractive early bookings, and a pent- up demand for long haul travel, German-speaking travelers will start to plan their long-haul vacations for summer 2021 as early as late summer/fall 2020. • Airlines and German tour operators have committed to "we will bring you home" guarantees to attract customers and secure new bookings. • 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 an increase in double income, no kids, and empty nesters. • Luxury and LGBTQ segments are forecasted to be the first traveler demographics which will undertake travel once Covid-19 travel restrictions have been lifted. • As technology continues to encroach on US-based receptives and international tour operators, the traditional static pricing room inventory is slowly disappearing. U.S. hoteliers are seeking dynamic pricing contracts to adapt better to supply and demand economics. • US-based receptives and hoteliers continue to be at odds with dynamic pricing. One key issue is German / European requirements for pricing transparency that international travelers expect. The dynamic model eliminates large quantities of room inventory for the international tour operators. Revenue managers are restricting where inventory is placed, which puts an even higher premium (rate) on the already upmarket room rates. • All wholesale pricing must include all fees and charges. It is against consumer protection laws for German travelers to pay a resort fee on location if they have pre-booked and paid for their room. The services and amenities that a resort fee THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-22 ............................................................................................................................................................................................................................................................................................... ostensibly covers are seen by the German travel trade as charges that should be covered by the basic room rate. • Key West seems to attract clients that are willing and able to pay higher ADRs, with the Middle and Upper Keys attracting the more price-sensitive client. Hotel prices to the north in Dade County have risen to levels that have discouraged the travel trade from offering overnights there, to the benefit of the Upper Keys. • Tour operators are reporting more combo packages within the US, such as New York City combined with Florida. • No one-way car rental charges make flying into Key West or finishing a trip there more interesting, particularly with air travel to another US destination before or after. Economic Considerations and Political Trends: • Germany has a generous wage subsidization program that protects both workers and theirjobs. Germans can still go on vacation while on wage subsidy; employers have to pay more for their staff when they go on vacation. • Germany and France are spearheading European economic support / Covid-19 recovery. Germany will be increasing its share of EU financial support as well. • Consumer debt in German-speaking Europe is low compared to the UK and the US. • Currency: The USD has remained strong against the EUR for the past two years. The US is considered a more expensive travel destination. • The Austrian market is very similar to the German market. German tour operators own most Austrian tour operators. Austrians continuously favor long-distance journeys, especially to the USA. Austrians seek the security of a package holiday. • Austrian Airlines is owned by Lufthansa. It will be offering long-haul and transatlantic flights starting in the fall of 2020. • Swiss tourists to the USA typically tend to travel individually or in small groups. This is a "mature market" with some 75% of visitors being `repeaters.' Swiss travelers have a very high expenditure per diem, and they attach importance to punctuality, quality of service, food, good accommodation and are willing to pay for it. • 71% of all Swiss travel is booked via the internet. This includes bookings on the websites of travel agencies and tour operators. This seems to be a growing trend (+2%). About 27% use the personal service of travel agencies, whose sales topped USD 7 billion in 2018. Long haul and complex travel are often booked via travel agencies for reasons of safety, support, and comfort. The German-speaking Swiss seem to be more safety-minded than their French or Italian speaking counterparts. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-23 ............................................................................................................................................................................................................................................................................................... Meetings, Incentive, Corporate and Exhibitions Overview The Florida Keys and Key West MICE bookings for 2020 was building on the momentum from the previous fiscal year and was on a potentially record setting pace. All of that came to a sudden halt on March 23, 2020, and the future remains uncertain. Initially, corporate group and incentive programs postponed, then pivoted to other options and/or platforms, and then began canceling their events. As the shutdown lingered on, meeting planners tried to continue doing business. Second quarter program rebookings were challenging and all business came to a standstill, as a majority of planners had difficulty getting in touch with properties due to the unprecedented closure of hotels. Sales offices and their staff members were not immune to furloughs and downsizing terminations. Many of the furloughed sales teams had responsibilities forwarded to a regional management sales office staffed by a single person. The industry was in unchartered waters. As the lifting of the stay at home orders gave way to phased openings, Planners were able to rebook postponed 2020 business. The growing booking trend was shifting out of the current year and further into the future. According to a recent survey conducted by Northstar Meetings Group, a majority of planners expected to hold rebookings and newly scheduled events in 2021 at the earliest, and many are now starting to shift towards 2022. This is not surprising given the uncertainty created by the high unemployment numbers and unknown impact of the current economic recession. Additional negative impacts include the possibility of a second wave of infections and the contraction of airline service from every city in the country. Currently the most feared unknown facing planners is the possibility of imposed business travel restrictions by corporations. They are worried companies will prevent all travel including attending meetings until a successful vaccine is widely available. These challenges are further compounded by each state and city in the U.S. setting its own pace and establishing its own rules for group gatherings making it difficult for meeting planners to know where and how meetings will be permitted in each destination. By lengthening the booking window into 2022, planners have more time to ensure the event comes to fruition as planned while fulfilling any current local guidelines. Northstar Meetings Group is also reporting that large events (500-1000 attendees), are forecasted to see the greatest decline in numbers in the next 18 -24 months. Smaller events are positioned to see an overall rise in volume, with the greatest growth in gatherings of 15 or fewer participants, followed by meetings for 15 to 50. Smaller meetings are better suited to adapt to the challenges outlined above. The group meetings and incentives market continues to play an integral role in many properties' base revenue. It contributes to a stronger REVPAR and impacts revenue channels such as food and beverage, marina, water sports concessions, spas and gift shops. They also impact our local communities, watersports excursions, bars and restaurants, cultural events and museums. Groups add much anticipated revenue across a variety of business platforms. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-24 ............................................................................................................................................................................................................................................................................................... The Florida Keys and Key West is positioned well for the coming year. We offer planners the safety and convenience of a domestic destination while attendees enjoy the allure of an offshore experience and vast outdoor spaces. Safety and familiarity are important in times of upheaval. After the horrific events in 2001, travelers found solace in the Keys as a familiar destination. While the nation begins its emotional healing from the pandemic, the same elements are in play for the post Covid recovery period. With the uncertainty of economic indicators, pandemic effects and stigmas, staff will have to be more diligent than ever in monitoring the pulse of the industry and be ready to react to changes swiftly. We must stay on top of the curve, if not ahead of it. In the past, the two-day appointment-based industry events have offered us the best success in accessing time-pressed key players in the industry. As of now, industry event organizers are still planning their smaller regional events with confidence. They are better positioned to pivot if local conditions and regulations should need to change. Also, next year we will be taking advantage of bolstering our trade educational outreach through regional MICE industry organizational sponsorships, electronic events, and destination webinars. This would help to offset any cancellation setbacks with in-person events if that should continue. DOMESTIC OVERVIEW FY21 Fiscal year 2020 began with plenty of momentum carried over from Q4 of FY 2019 --- and this continued into the first half of the new year with RevPar, ADR and Occupancy ahead of the same period a year before. Then came March and the Covid-19 pandemic. While we are facing some uncertainty as we move into FY 2021, we also see many opportunities to appeal to and attract more of the domestic leisure travel market to our unique destination. There is pent up demand for travel throughout the rest of this year, and 57% of active travelers are willing to drive up to 8-12 hours on their next trip (an increase of 45% from the previous year). This means drive-down traffic will be heavy for at least the first quarter of the new fiscal year as many travelers will prefer their own automobiles to commercial aircraft. The sales team is keenly aware of this trend and is working closely with domestic tour operators and travel advisors via virtual presentations, phone calls, email outreach and potential in- person meetings when that method becomes more available. As the industry has witnessed during previous travel-disruption crises, consumers will gravitate toward travel professionals for guidance, reassurance and assistance. With this in mind, the sales team will partner with these professionals to ensure the destination remains top of mind during the first few months of the winter booking window. Offshore vacation destinations will be less attractive to domestic U.S. travelers this winter, which presents our destination with an opportunity to capitalize on the messaging of "the THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-25 ............................................................................................................................................................................................................................................................................................... islands you can drive to". We also see trepidation impacting the cruise industry through 2021, which could further help position our destination as an attractive alternative to cruising. RevPAR may possibly experience downward pressure in the first two quarters as the recovery continues. This will impact the Middle and Upper Keys more so than Key West. Revenue managers are attempting to hold ADRs at budgeted levels, but several market conditions; uncertainty due to Covid, a presidential election and shortened booking windows may not support that. Many financially impacted travelers are waiting and shopping for the best-perceived value and making their reservation at the last minute, resulting in very short booking windows. Revenue forecasting more than a few weeks in advance will continue to be a challenge for lodging partners. Overall, the demographics of our domestic visitor has not changed much in recent years. Double income families, couples, empty nesters and multigenerational families continue to dominate. Millennials have become a more active part of the marketing mix and active vacations, along with geo-tourism attributes will be the promotional focus for this target market. We anticipate that our traditional winter and summer feeder markets will continue to be very strong through 2021, with demand for and interest in stateside getaways remaining high. Direct flights from Chicago, Newark, Philadelphia, Washington, Dallas, Charlotte and Atlanta continue to make it easier and quicker than ever to get here. The sales team will continue our outreach and market development efforts in places like Colorado and California. These forward-thinking travelers not only book rooms further out but they include their excursions and activities well ahead of arrival. This action provides both our lodging and attraction partners with an ability to prepare a memorable experience with these higher-value guests. With direct lift from Dallas into Key West, it is now possible for travelers from our three main California markets to make one easy connection and arrive in Key West. Travelers from these regions readily embrace our sustainable tourism messaging and are keen to experience all that the Florida Keys has to offer. The overall perception of the Florida Keys and Key West continues to hold an emotional connection with our visitors, both new and repeat. Our promotional campaigns and events have built trustworthy relationships within high-end luxury travel networks such as 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 fostering and expanding these relationships via multiple sales channels. LGBTQ Market Profile Forging ahead into the brave new world of the Covid-19 pandemic, the LGBTQ+ community is experiencing challenges that disproportionately affect them. New insights from the social enterprise Queer Voices Heard and a report on LGBTQ+ youth by the Trevor Project find that given key issues such as HIV+ vulnerabilities and mental health challenges including depression and addiction nearly 74% of LGBTQ+ consumers are "highly concerned" about the impact of Covid-19 infection—some because of their personal health and others because of their vulnerable partners and friends. So it is not THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-26 ............................................................................................................................................................................................................................................................................................... surprising that most LGBTQ+ consumers endorse a "go slow" approach to reviving their leisure and business travel habits. Despite this concern and caution, LGBTQ+ consumers are more optimistic about travel and continue to say that they plan to travel sooner than their mainstream counterparts. Just as in previous crises such as 9/11, the recession of 2008, and several hurricanes LGBTQ+ consumers were among the very first consumers to travel again. That LGBTQ+ consumer behavior has been confirmed in a Harris Poll performed between May 6 and May 8, 2020 which found that LGBTQ+ travel consumers are much more optimistic than the mainstream when it comes to planning and arranging to travel. For instance, LGBTQ+ consumers were twice as likely to plan travel over Memorial Day 2020 compared to non- LGBTQ+ consumers (8% vs. 4%). Asked when they anticipate their next leisure trip, 28% of LGBTQ+ consumers responded that it would take place in the next four months (May to August, 2020) compared to 20% of non-LGBTQ consumers. And just over half (51%) of LGBTQ+ consumers compared to 46% of non-LGBTQ+ consumers expect to travel for a vacation in 2020. Given that Key West and the Florida Keys has a very high name awareness among all ages of LGBTQ+ travelers, this destination is well positioned to take advantage of these early, optimistic adapters. Key West and the Florida Keys continues to rank well among LGBTQ+ travelers for acceptance/inclusion/safety, weather, arts/culture/history, and water activities. Initially targeting the LGBTQ+ market with attractive promotions and eye catching messaging—especially via digital platforms--will go a long way to stimulate and jump start the tourist industry in Key West and the Florida Keys after the ruinous Covid- 19 interregnum. Re-establishing this destination's relationship and awareness with the LGBTQ+ market and reminding the LGBTQ+ community of Key West's historic importance as a preferred vacation destination will be the focus of marketing efforts in the immediate future. Reaching out via digital platforms and social media will be especially requisite. And in all marketing efforts and measures there must be flexibility, adaptability and accommodation to change. Planned Pride events in key markets such as Atlanta, Tampa/St. Petersburg (FL) and Washington, D.C. will continue to offer important opportunities to directly reach LGBTQ+ travel consumers. However, the extraordinary developments of the Covid-19 pandemic require much more creative, out-of-the-box approaches to promote this destination to the LGBTQ+ market. For instance, sponsorships at monthly or quarterly luncheons of LGBTQ+ chambers and business alliances offer a way to target influencers and leaders in local LGBTQ+ communities. Serving on expert panels and providing luncheon presentations will also provide key opportunities to make sure messaging and awareness of the destination break through. And an intensive presence on social media such as Facebook and Instagram will offer opportunities to engage the LGBTQ+ community with ongoing awareness, dialogue and outreach. Sales staff will work closely with ad agency and public relations agency staff to optimize and maximize the targeting and reach of these marketing efforts. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-27 ............................................................................................................................................................................................................................................................................................... Like most other travel consumers, LGBTQ+ travelers come to Key West and the Florida Keys for the sun, sand, snorkeling, shopping, savoring, sipping, singing, seeking and satisfaction that comes with spending time in a place "close to perfect, far from normal." Most importantly that messaging to the LGBTQ+ community rings with authenticity—Key West and the Florida Keys does not have to fabricate a convincing story about its history, culture or climate. Key West continues to enjoy special bona fides with the LGBTQ+ community given its beautiful weather, unique culture and history, and long standing, well known embrace of"One Human Family." THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-28 ............................................................................................................................................................................................................................................................................................... 2020-2021 SALES ACTIVITY CALENDAR OCTOBER 2020 October 19-21 Connect Thrive Summit Las Vegas, NV Registration: $1,800 Guy Ross Connect Thrive Summit is focused on community development through LGBTQ+ travel, sports and entertainment. This one-of-a-kind marketing summit is attended by key LGBTQ+ influencers and leaders and features general sessions and networking events alongside a series of pre-scheduled, one-on-one appointments between destinations, resorts, hotels, attractions, tour operators, travel agents, media, marketers and brands. This event presents an opportunity to directly reach travel agents, tour operators and other travel businesses that work in the LGBTQ+ demographic. NOVEMBER 2020 November 2-4 World Travel Market London, England Registration: $65,000 Axis Travel Marketing/Staff World Travel Market is the UK's largest annual travel trade show. There will be a USA Pavilion for US-based destinations to exhibit their products and meet with travel agents, tour operators, and travel media. The Florida Keys will continue to show a strong presence in this market to build on existing trade relationships as well as to identify emerging "niche" travel segment opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible and identify with those members of the trade who best suit our lodging industry. Possible Co-op participation and brochure distribution. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-29 ............................................................................................................................................................................................................................................................................................... November 1-3 Luxury Travel Advisor's Ultra Summit San Antonio, TX Registration: $7500 Markham McGill Luxury Travel Advisor's ULTRA Summit is an exclusive, invite-only event focused on the luxury travel market that will bring together world-class travel agency owners and managers with the most opulent, ultra-luxury suppliers in the industry to cultivate collaboration, share insights and help you modify your business model to get ahead of the ever-evolving industry. This is a veritable cross-section of ultra-luxury advisors representing independent and affiliated leading agencies with membership in the top consortia including Virtuoso, Signature Travel Network, Ensemble Travel Group, and American Express, who drive hundreds of millions of dollars in luxury travel revenue annually. November 17-20 IFTM Top Resa Paris, France Registration: $5500 Sabine Chilton The Florida Keys and Key West will be participating in this France's leading Professional Travel Show. The show attracts over 15,000 travel trade professionals from all over France and has a strong media component. This show is well positioned to promote the destination in advance of the peak winter booking period. Due to the pandemic the show was moved from September. November TBD Florida Keys Appreciation Luncheon Miami / Fort Lauderdale, FL Registration: N/A Sabine Chilton The Florida Keys and its' hotel partners will host an appreciation luncheon for Tour Operators and Receptive Operators in the Miami/ Fort Lauderdale area. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-30 ............................................................................................................................................................................................................................................................................................... January 2021 January 9-10 Atlanta Travel and Adventure Show Atlanta, GA Registration: $6,390 Guy Ross/Markham McGill Brochure distribution available at $200 per property. For the second year, The Travel & Adventure Show Series brings its premier consumer marketing platform to Atlanta. As a key hub for Delta airlines this opportunity provides access to the independent traveler market never offered before and is a solid opportunity for the TDC to take advantage of the winter booking window for this region. January 16-17 San Diego Travel and Adventure Show San Diego, CA Registration: $6,390 Yves Vrielynck/Markham McGill 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, ensuring high end media and travel professional exposure. January 23-24 Boston Travel and Adventure Show Boston, MA Registration: $6,390 Sabine/Staff 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 FLORIDAKEY KEYS & KEY WEST I COME AS YOU ARE`) J-31 ............................................................................................................................................................................................................................................................................................... The Travel Channel and the Food Network are the key media sponsors of this event, ensuring high end media and travel professional exposure. January is the peak booking time for New Englanders looking to escape their harsh winters. Jan 27-31, 2021 Meeting and Conventions - IPEC 2020 Louisville, KY Registration: $3000 Jack Meier Independent Planner Education 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 Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in during the warmer months. Produced by Northstar Travel Media. February 2021 February 13-14 Travel and Adventure Show - Chicago Chicago, IL Registration: $6,390 (covered by Dive Umbrella) Yves Vrielynck 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, ensuring 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 I COME AS YOU ARE`) J-32 ............................................................................................................................................................................................................................................................................................... February 20-21 Travel and Adventure Show - Denver Denver, CO Registration: $6,390 Markham McGill/Sabine Chilton Co-op participation available at no charge. Brochure distribution available at $200 per property. The Travel & Adventure Show Series has established itself as the premier consumer marketing platform in the travel industry and take place in 8 top gateway markets across the United States. Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre-qualified travelers. The Travel Channel or other key media partners sponsor these events, ensuring 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. February 27-28 Travel and Adventure Show — Los Angeles Los Angeles, CA Registration: $6,390 Markham McGill/Guy Ross Co-op participation available at no charge. Brochure distribution available at $200 per property. The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, ensuring 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 FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-33 ............................................................................................................................................................................................................................................................................................... March 2021 March 6-9 Visit USA Italy Showcase Location TBD, Italy Registration: $4500 Axis TravelNves Vrielynck Just before ITB, delegates from the U.S. will be traveling to 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 August. March 10-14 ITB Berlin Berlin, Germany Registration: $40,000 Get It AcrossNves Vrielynck Co-opportunities available Brochure distribution available This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, (behind Canada) therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both LGBT market and mainstream trade. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-34 ............................................................................................................................................................................................................................................................................................... March 12 — 14 Beneath the Sea Dive Show Secaucus, NJ Registration: $ 4625.00 (covered by Dive Umbrella) Markham McGill Co-op participation available at $200 This scuba show caters to the dive consumer in the lucrative Northeast corridor. This is the 44th 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 so there are no concerns about accessibility or flight costs. March 13-14 Travel and Adventure Show — D.C. Washington, D.C. Registration: $6,390 Sabine Chilton/Guy Ross 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 WEST I COME AS YOU ARE`) J-35 ............................................................................................................................................................................................................................................................................................... March 20-21 Dallas Travel and Adventure Show Dallas, TX Registration: $6,360 Jack Meier/Sabine Chilton 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, ensuring 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. May 2021 May 5 - 8 International LGBTQ+ Travel Association Annual Global Convention Atlanta, GA Sponsorship: $7,500 Guy Ross Annual convention participants include travel agents, tour operators, media outlets, travel influencers, marketing firms, accommodations, destination tourist boards, transportation providers, and leading global organizations such as the World Tourism Organization (UNWTO), and European Travel Commission (ETC). Sixty-four percent of the convention delegates are executive decision makers within their organization, providing a meaningful networking experience and marketing opportunity to sponsors. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-36 ............................................................................................................................................................................................................................................................................................... May - June 2021 Provincetown for Women Events Provincetown, MA Sponsorship: $5,000 Guy Ross A total of four annual events are produced by Women for Provincetown all geared towards affluent, active professional women of means. More than 10,000 women attend all of these events each year with an average age of 30-55 years old. Attendees are well educated, fitness oriented and have higher disposable income. Key West and the Florida Keys will be featured on all programs, banners, collateral and stage mentions throughout the summer May 10-14 I PW Las Vegas, NV Registration: $35,000 Sabine Chilton/Staff Co-op participation available 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. Co-op participation available. May 22-23 The Scuba Show Long Beach, CA Registration: $ 4500 Covered by Dive Umbrella Yves Vrielynck Co-op participation available at $200 per participant Now in its 33rd 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. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-37 ............................................................................................................................................................................................................................................................................................... May TBD Incentive Live Tucson, AZ Registration: N/A, credit on account Jack Meier Boutique style, one to one appointment based, exclusive incentive travel event focusing solely on incentive market only. Hand selected and fully vetted incentive buyers with significant global purchasing power. Invitation only suppliers representing the top incentive destinations, hotels/resorts, cruise lines, DMC's, DMO's and tourism offices. Produced by Northstar Travel Media. June 2021 June 2021 Wilton Manors Stonewall Pride Fort Lauderdale, FL Registration: $2,400 Guy Ross Wilton Manors Stonewall is a separate event from Fort Lauderdale Pride which now takes place on the beach in February. The Key West Business Guild represents the destination at the beach event. The June Stonewall event on Wilton Drive in Wilton Manors has become the number one de facto LGBT annual event in the Ft. Lauderdale market. There is no charge for admission and more than 175 vendors are offered prime commercial space to exhibit along Wilton Drive. June 25 — 27 St. Petersburg Pride St. Petersburg, FL Sponsorship: N/A, credit on account Guy Ross St. Pete Pride is the largest LGBTQ+ event in the state of Florida attracting more than 250,000 attendees each year to downtown St. Petersburg. In addition to securing a prominent 10 x 20 position in the street fair, Key West and the Florida Keys will be featured on the St. Pete Pride web site, program and all collateral. The destination will also be mentioned in regular announcements during the parade and from all entertainment stages. This event offers an opportunity to reach and engage with keys drive down markets in Florida. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-38 ............................................................................................................................................................................................................................................................................................... July 2021 July 17-21 Girl Splash (Provincetown for Women) Provincetown, MA Sponsorship: N/A, credit on account Guy Ross As one of the four annual Provincetown for Women events, this year will be the fourteenth anniversary of Girl Splash, the epic summer event for women in Provincetown. A fun filled schedule of events featuring parties, performers, special activities on land and sea, plus everything that makes Provincetown so special in summer — beaches, shopping, great food, biking, clambakes, dance parties, lesbian comics, and more. "Provincetown's zip code—02657 — is one of the gayest on earth," said Lynette Molnar, founder of Girl Splash and ProvincetownForWomen.com. This will be the one Provincetown for Women event that will be staffed on site to represent Key West and the Florida Keys. August 2021 August - September LGBTQ+ Chamber of Commerce, Business Guild or Professional Organization Event Sponsorship: TBD An LGBTQ+ business organization or professional group will be selected for sponsoring an event and/or to make a presentation to membership during the course of late summer or early fall. The organization will be selected based on optimal visibility in a direct, nonstop air connection or drive down market. Preference will be given to those events that offer a marketplace expo or full membership presentation or direct interaction with business professionals. THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-39 ............................................................................................................................................................................................................................................................................................... August 2021 Virtuoso Travel Week Las Vegas, NV Registration: $55,000 Staff Virtuoso Travel Week is the most respected travel agent event of the year, where approximately 1,900 luxury travel advisors gather with almost the same number of suppliers for formal educational sessions, industry updates, and up to 320 four-minute appointments throughout the week. This is the most effective way to get the destination in front of as many travel agents as possible under one roof. The TDC also participates in the Destination Showcase as well as Community Globetrotting Showcase which are specialized events within the Virtuoso Travel Week agenda. August TBD Connect: Corporate Marketplace Louisville, KY Registration: N/A, credit on account Jack Meier Collaborate Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner's needs in mind. The "reverse" trade show style streamlines the planning process, saving time and money. The suppliers circulate the trade show floor to meet with meeting planners in pre-set appointments. Planners are prescreened and must have the final decision-making authority. AUG /SEP TBD Destination Southeast TBD Registration: N/A, credit on account Jack Meier Destination Southeast is the rebranded Successful Meetings University series. The event is an appointment-based trade event geared towards bringing meeting professionals from outside the state of Florida together with destination marketers from within the state. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in Florida during the warmer months. Produced by Northstar Travel Media. THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-40 ............................................................................................................................................................................................................................................................................................... Aug TBD Connect Travel Marketplace TBD Registration: $2500 Sabine Chilton Booth Expenses: none 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. August TBD Smart Meeting East National Event TBD Registration: $7500 Jack Meier The signature three-day gathering of meeting professionals and hotel and destination representatives in a casual, intimate luxury resort atmosphere provides with exceptional opportunities to network, learn and meet in a one-on-one setting. Planners are prequalified for the one on one appointments. Excellent opportunity for getting the Keys in front of experienced planners. September 2021 Sept 20-23 Adventure Travel World Summit Location: TBD Cost: $1850 Markham McGill Every year, representatives from the adventure travel industry come together at the Adventure Travel World Summit (ATWS) to discuss sustainable and responsible tourism practices, get inspired and network with industry and travel conservation leaders. Produced by the Adventure Travel Trade Association, the Summit is for tour operators, adventure travel writers and influencers, tourism boards and industry partners. More than just a conference, the Summit is a global gathering of an industry that works hard and plays hard, offering deep-dive educational content, big name keynote speakers and endless networking opportunities — both structured and off-site — including a Tour THE FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-41 ............................................................................................................................................................................................................................................................................................... Operator MARKETPLACE with a globally diverse group of businesses and destinations and a MediaConnect session where delegates can pitch story ideas to over 40 international travel writers and editors. September 2021 ScubaCon (Dream Weaver) Boulder, CO Registration: $ 450 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, including the Florida Keys as the only domestic dive destination. September TBD Brand USA Travel Week TBD, Germany Registration: $9500 Get It Across Booth Expenses: TBD Brand USA Travel Week Europe will showcase the diverse range of travel experiences available throughout the United States and promises to be a game-changing business platform for U.S. suppliers to engage with key buyers from Europe. Brand USA Travel Week Europe serves to support growth in the U.S. travel sector, creating more opportunities than ever before to inspire European travelers to visit the USA to, through and beyond the gateways. September TBD La Cita de las Americas TBD, Florida Registration: $3,500 Sabine Chilton Booth Expenses: $150 La Cita de Ias Americas which replaced the former show La Cumbre, is the premier travel industry "by invitation," one-on-one appointment conference for the sales and marketing of travel to the United States from South and Latin America and the Caribbean. This three- day conference features a structured, computer-matched marketplace enabling buyers and suppliers to meet during scheduled appointments, further relationships and build THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`) J-42 ............................................................................................................................................................................................................................................................................................... partnerships generating significant opportunities and facilitate inbound travel. The other component of the show is educational sessions where valuable information is shared regarding the state of the LATAM and Caribbean markets. The show was cancelled in Sept 2020 due to COVID19. Ongoing Sales Efforts Destination Days 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. Internet-Based Expositions Internet based expositions are "live" events, just like a physical trade show. Travel trade professional's login to the exposition during the designated dates and time. Sales staff is provided opportunities to interact and engage with trade professionals interested in our destination. Services like"live" presentations, chat sessions, videos, brochure downloads are offered to the attendees. The economics of no travel (for buyer or supplier) provide and enticing business model for continued attendance growth in the future. Electronic Marketing 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, online educational portals have been created to offer continuing education on the destination to members of the travel trade both internationally and domestically. Webinar Destination Training Destination training will be offered to pre-qualified members of the travel trade. We will use our affiliations with high-end travel networks, 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 FLORIDAKEYS KEY WEST I COME AS YOU ARE`) J-43 MONROE COUNT'Y T'OURIST' DEVELOPMENT' COUNCIL 2020-2021 MARKET'ING PLAN ............................................................................................................................................................................................................................................................................................... Axis Travel Marketing Scope of Services, FY 2020-21 Axis Travel Marketing Ltd October 01 st, 2020 — September 30t", 2021 UK, Scandinavia, Italy 11501t; Services Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfilment through fulfilment 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 offices of UK PR Agency 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 Total Cost 60,000.00 Operating Budget Costs Expenses Fee Total 1)RESOURCES-TO INCLUDE TRAVEL TRADE SALES CALL AND TRAININGS. (travel trade sales calls,trainings,ad hoc opportunities) 9,800.00 0.00 0.00 9,800.00 2)SPECIALISED SHOWS:Booth&Assistance WORLD TRAVEL MARKET-LONDON 2-4 NOV 2020 (covers app.scheduling,booth assist./booth manning) TDC Budget 1,500.00 3,000.00 4,500.00 INTERNATIONAL POWWOW(IPW)-Las Vegas 10-14 May 2021 (covers app.scheduling,booth assist./booth manning) TDC Budget 4,000.00 2,000.00 6,000.00 3)TRAVEL TRADE EVENTS UK:Visit Florida Irish Travel Agent Roadshow-February 2021 2,000.00 1,500.00 1,000.00 4,500.00 Norway:Travelmatch January 2021 2,500.00 1,500.00 2,000.00 6,000.00 Italy:Showcase USA March 2021 5,000.00 1,500.00 1,000.00 7,500.00 UK:Visit USA Summer Networking/Update Event-July 2021 800.00 500.00 1,000.00 2,300.00 UK:Travel Bulletin Luxury Showcases Feb 2021 3,100.00 600.00 1,500.00 5,200.00 UK:Travel Bulletin LGBTQ Showcase Feb 2021 1,500.00 300.00 1,000.00 2,800.00 Sweden:Discover America Trade Workshops x 3 Workshops-Dates TBC 2021 3,000.00 2,000.00 3,000.00 8,000.00 UK:ABTA Travel Convention Oct 2020 4,000.00 1,500.00 1,500.00 7,000.00 UK:Visit Florida Tour Operator Event Date TBC 2021 2,500.00 1,500.00 1,500.00 5,500.00 4)CONSUMER SHOW EVENTS Dublin Holiday World Show-January 2021 4,500.00 1,200.00 2,000.00 7,700.00 Sweden:Swanson's Consumer Day-March 2021 1,000.00 500.00 1,000.00 2,500.00 Denmark:FDM Consumer Travel Show-March 2021 1,000.00 500.00 1,000.00 2,500.00 5)UK SALES MISSION (covers app.scheduling,event organisation,logistics,transportation) 6,000.00 1,500.00 3,000.00 10,500.00 THE FLORIDAKEYS KEY WEST COME AS YOU ARE`) J-44 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... 6)UK FAM TRIP Date TBD and format TBD(actual or virtual fam) 5,000.00 500.00 2,000.00 7,500.00 7)LGBTQ PROMOTION (1-3 promotions targeting niche sector to promote FKKW) 5,000.00 500.00 2,000.00 7,500.00 8)JOINT MARKETING ACTIVITY UK x 6 20,700.00 0.00 6,000.00 26,700.00 Scandinavia x 2 4,300.00 0.00 1,000.00 5,300.00 Italy x 1 3,450.00 0.00 1,000.00 4,450.00 9)FKKW CONSUMER PROMOTION Consumer campaign to drive significant awareness of the destination with call to action for bookings with assigned tour operator. 12,000.00 500.00 2,000.00 14,500.00 10)KEY LIME ACADEMY EDUCATION CAMPAIGN Coordinate and implement awareness campaign to grow graduates by 25%. 5,000.00 0.00 2,000.00 7,000.00 a Iona a for activity 1) RESOURCES -TO INCLUDE TRAVEL TRADE SALES CALL AND TRAININGS. (travel trade sales calls, trainings, ad hoc opportunities) 2) SPECIALISED SHOWS: Booth &Assistance Should WTM London proceed as a physical event in 2020 we would want to have a presence of some sort to promote the Florida Keys and Key West. If the event takes place, likely it will be the first event since Covid-19 that travel trade can meet in person at, and so it is expected to be well attended. Additionally the way in which holidays are being booked may have changed and it will be important for us to get first hand updates from the travel trade as to how we can work with them to drive visitor numbers. r i°s ` esr t..r r t yr •,.r � (5t t r'' e;t r; r! d"'!r_: �1 ::t� .;{,, �1 , IPW was cancelled in 2020 and this trade show is known for quality product discussions with the travel trade. As opportunities to meet in person have been restricted in 2020,this is expected to be a well attended and quality event and one that we would recommend presence at to garner our brand awareness and grow back tourism market share. 3) TRAVEL TRADE EVENTS The travel agent network in Ireland is strong and a good source of bookings from the Irish market. The Irish also love the USA, and will at the first opportunity want to plan a return. This will be a perfect opportunity to grow market share from this country as we are offering space and social distancing in a natural environment, unlike the crowded theme parks of Central Florida. We have made vast inroads into the Scandinavian market, and so Axis recommends to keep a footprint here especially as the tourism industry is re-setting, to achieve brand awareness and grow our market share. THE FLORIDA KEYS & KEY WEST" I COME AS YOU ARE-' J-45 MCN CF COUNTY TOURIST DEVELOPMENT' COUNCIL ?020..20?1 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... The potential for tourism from Italy pre Covid-19 was strong and growing. Although economically the country may recover at a slightly slower rate than other parts of Europe, the Italian nation enjoy travelling to Florida. Our recommendation is to slightly shift focus to work with travel partners servicing a more luxury focussed end user and Showcase USA would be a good recommended platform. This annual event brings together senior leaders of the travel industry in one location. It is a great opportunity to network and keep the brand of the Florida Keys at the forefront,whilst further enhancing and building relationships. For next fiscal year, our recommendation is to go strong and heavy with the travel trade. It is expected that the travel trade will become an even stronger route to booking, with consumers wanting that reassurance of bonding and protection should some sort of force majeure occur again. These showcases bring travel agents with a luxury clientele into a workshop environment allowing us to deliver vital "how to sell" information to drive sales. THE FLORIDA KEYS & KEY WEST" I COME AS YOU ARE`') J-46 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... Get It Across Scope of Services — FY 2021 Get It Across GmbH & Co. KG Germany, Switzerland, Austria + BeNeLux October 01 st, 2020—September 30th, 2021 All costs in USD, calculated at an exchange rate of EUR 1.00 = USD 1.20 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 (INFOX Logistik GmbH, Troisdorf) 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 (e.g. stand up paddling, gay&lesbian, outdoor sports, culinary) Misc. operating costs Total Basic Services (per month USD 3333.33) 40000.00 Operating';Budget TRADE Costs Fee Total 1)SALES MISSION & CALLS Keys Mission, FY 2021 4000.00 4000.00 8000.00 covers app. scheduling, organization, execution and travel expenses Sales Calls Niche Markets & BeNeLux 1000.00 1000.00 2000.00 Toups operators (SUP, Diving, LGBT, Wedding, Fishing, Incentive) 2) TRADE SHOWS ITB 2021, Berlin, March 10-14, 2021: (covers app. scheduling, booth assist./booth manning) 2500.00 3750.00 6250.00 THE FLORIDA KEYS KEY WEST I COME AS YOU ARE`') J-47 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... IPW 2021, Las Vegas, May 10-14, 2021: (covers booth manning, assistances and travel expenses) 3500.00 2500.00 6000.00 3) TRAVEL TRADE TRAININGS /ROADSHOWS/SEMINARS/WEBINARS USACanada Experience Netherlands, Nov 2020 4000.00 2000.00 6000.00 (covers registration, travel and coordination) VISIT USA Seminar Austria, Nov 2020 2000.00 2000.00 4000.00 Registration, travel and coordination +Workshop VISIT USA Seminar Switzerland, Feb 2021: 6000.00 2000.00 8000.00 Registration, travel and coordination GIA Hosted Webinars, FY21 1500.00 1500.00 Registration and coordination VUSA/Tour Operator Webinars, TBD FY21 4000.00 2000.00 6000.00 Registration and coordination Additional Travel Agent Training Workshops, TBD FY21 4000.00 1500.00 5500.00 Registration, travel and coordination (tbd) 4) TRADE PARTNER COOP MARKETING PROGRAMS German Marketing Programs (4-6) 20500.00 5400.00 25900.00 Swiss/Austria Marketing Programs (2-3) 9500.00 2500.00 12000.00 BeNeLux Marketing Programs (1-2) 4000.00 1000.00 5000.00 5) GERMANY PRODUCT INVENTORY Summer 2021 inventory and analysis 3800.00 3800.00 CONSUMER Costs Fee Total 6) LGBTQ+ PROGRAMS Gay Prides/Events in Oct 2020 and July 2021 (covers registration, travel expenses and booth manning) 4500.00 4000.00 8500.00 LGBTQ+ Marketing Promotions 9000.00 3500.00 12500.00 7) DIGITAL CONSUMER MARKETING PROGRAMS THE FLORIDAKEYS KEY WEST COME AS YOU ARE`') J-48 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... Digital Platform Marketing Programs (1-2) 10000.00 2500.00 12500.00 8) GERMAN FLORIDA KEYS NEWSLETTER Prod. &Translation of German language print Newsletter 5000.00 3000.00 8000.00 9) ONLINE ACTIVITIES (MINI SITE &TA TRAINING PLATFORM) Promotional Newsletter for TA Training Platform 1500.00 800.00 2300.00 Coordination of updates/changes/translation on fla-keys.de 3000.00 3000.00 10) CONSUMER TRAVEL SHOWS & EVENTS Consumer Event with Visit USA (Nov 2020) 1250.00 1000.00 2250.00 Consumer Show with Visit USA (January 2021) 3000.00 3500.00 6500.00 Digital Consumer Event with Tour Operator(tbd) 1500.00 2500.00 4000.00 Consumer Show Brochure Distribution -All markets 4000.00 2000.00 6000.00 RESOURCES Costs Fee Total 11) 13213 OUTREACH RESOURCES 6000.00 6000.00 12) OFFICE RESOURCES 3000.00 3000.00 Total Operating Budget 113750.00 60750.00 174500.00 THE FLORIDA KEYS KEY WEST COME YOU ARE`,) J-49 ............................................................................................................................................................................................................................................................................................... Memberships American Society of Travel Agents (ASTA) $950 Hospitality Sales & Marketing Association International $600 Receptive Services Assoc. of America (RSAA) $500 US Travel Association $3500 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 $1,550 Visit USA Italy $1,200 Meeting Planners International $1,000 National Tour Association $750 American Bus Association $600 Adventure Travel Trade Association (ATTA) $2,000 Connect Travel $1,950 National Gay and Lesbian Chamber of Commerce $250 International Gay and Lesbian Chamber of Commerce $325 Dive Industry Ass. $100 Dema Dive $200 Total Memberships $18,000 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 I COME AS YOU ARE`) J-50 ............................................................................................................................................................................................................................................................................................... Budget Promotional Activities $415,000 Travel Expenses $163,000 Postage/Phone/Xerox $32,000 Memberships $18,000 Entertainment $12,000 Axis Travel Marketing/Get It Across $449,000 Resources $160,000 TOTAL LINE ITEMS $1,249,000 THE FLORIDA KEYS KEY WEST COME AS YOU ARE`) J-51 r J' A, Olt 1"7 ;' 4� ��.tzyA�-�r4�.a.;""h5"+ .•wx€-a'� '+�.,�„ ',r .� _`I� 1 } II ORDERN F $H oo-randa'a RUIT MILK, e v 1 n ffv • I r _ T i The FloriddKeys IS, ey est come as you are �o ada � Ma athor Key West Big Pine Key&The Lower Keys .............................................................................................................................................................................................................................................................................................. K. PUBLIC RELATIONS During the 2020-21 fiscal year, NewmanPR's public relations strategy for the Monroe County Tourist Development Council will center around genuine, straightforward and compassionate messaging to travel consumers who may be recovering from familial or financial losses and intense stress brought about by the global COVID-19 pandemic, which is likely to remain a challenge throughout at least much of the fiscal year. The agency will present the island chain as a place to share meaningful experiences and strengthen connections with traveling companions, a realm of open spaces and natural beauty, a relaxing escape from the pressures of everyday life, a region that values sustainability and environmental stewardship, and a uniquely exotic locale that lies within the perceived safety of the United States. Considerable emphasis will be placed on aspects of the Keys that appeal to consumers mindful of health and safety issues following the coronavirus crisis: easy accessibility by car via Florida's only federally designated All-American Road, vast open-air natural areas on land and sea, offerings that support wellness and personal enrichment, and opportunities for connection or reconnection with valued people, places and activities. For 2020-21, the agency is planning four major domestic public relations initiatives and a number of international ones. All support visitors' need for safety, connection and meaningful pursuits while also providing strong motivation to travel to the Keys — thereby helping to generate a much-needed economic revival to benefit the local workforce and residents. As in the past, programs are designed to promote selected attributes of the overall island chain as well as the unique character of each Keys district. In the coming year, an expanded use of social media will be paired with a continued focus on traditional media. The agency will use its strong network of mainstream and online media contacts and qualified influencers, as well as its established social media channels that directly target travel consumers, to continue increasing awareness and appreciation of the Keys' unique attributes, environment and offerings. Geographically, the agency will focus on visitors from identified domestic drive markets and locations with direct or one-stop airlift — while concurrently identifying and reaching out to demographic market segments forecast to rebound fastest after coronavirus travel disruptions. Outreach to the LGBTQ market will remain a priority. While public relations is not the only facet of a well-crafted marketing plan, it is widely known to generate a high degree of client credibility. NewmanPR and its affiliates have a long history of consistently securing media exposure for the Keys that is valued at many times the TDC's PR promotional budget. Following the unprecedented tourism downturn caused by COVID-19, the agency is poised to continue maximizing visibility, credibility and return for the Keys, while maintaining a high visibility of COVID-19 safety protocols for as long as required. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-1 .............................................................................................................................................................................................................................................................................................. The following proposal outlines a public relations, publicity and promotional campaign for the fiscal year beginning Oct. 1, 2020. It should be noted that with the uncertainty that COVID-19 presents to the world — and especially the travel industry —flexibility will need to be paramount in our PR and social media plans. The only thing certain about the coronavirus seems to be uncertainty. Objectives 1. To emphasize the value of a Florida Keys vacation through a focus on sustainable tourism, purpose-driven and transformational travel, off-the-beaten path experiences, voluntourism and opportunities for meaningful connections. 2. To promote the Keys as a restorative destination rich in wide-open stretches of water and land, memorable outdoor experiences and natural areas where traveling companions can enjoy uncrowded personal space. 3. To increase awareness of the Florida Keys and the Overseas Highway, Florida's only federally designated All-American Road, to the domestic drive market that is expected to lead recovering travel following the coronavirus pandemic. 4. To increase awareness and image of the Florida Keys in geographic markets that have existing or planned direct airlift to the Keys. 5. To increase emphasis on direct-to-consumer communications through the Keys' strong existing social media platforms, develop emerging social platforms with promotional potential and maintain significant outreach to mainstream media. 6. To promote the destination's acceptance of and support for diversity and equality to both domestic and international LGBTQ markets. 7. To continue targeting specialty and niche markets including culinary, luxury, culture and heritage, wellness, diving and sport fishing. 8. To target international markets in Canada, the U.K. and Ireland, Scandinavia, the Germanic countries, Switzerland, Holland through affiliations with contracted U.K., German and Canadian PR firms. 9. To swiftly launch and execute a multifaceted PR crisis management program during any significant emergency situation that may arise. 10.To maintain COVID-19 health and safety protocol messaging for as long as required and guided by the Florida Department of Health in Monroe County and the Centers for Disease Control and Prevention. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-2 .............................................................................................................................................................................................................................................................................................. Goals 1. Create a "ReConnect" campaign that positions the Keys as the place where individuals can re-establish connections with the people, activities and aspects of life they value. Elements are to include production of a "ReConnect" themed video, a social media contest, a dedicated "ReConnect" issue of Keys Traveler magazine and a series of themed press releases and blog posts. 2. Implement an "All-American Road Adventure" initiative to spotlight the Keys' unique Overseas Highway, Florida's only federally designated All-American Road, and advantages for the drive market that is expected to lead travel recovery after the coronavirus pandemic. Elements are to include an RV camping group media trip, production of a series of "All-American Road Adventure" minivideos for social media, and creating and promoting an "overseas experience trail" for each district. 3. Establish and carry out a "Sea and Sky" program that promotes the Keys' land- and-water open spaces, restorative and enriching experiences, and elements appealing to the luxury traveler. Activities will include a series of individual visits by luxury and wellness media representatives, production of a video on remote Dry Tortugas National Park, a "Landscapes and Seascapes" consumer photo contest and a wellness and luxury issue of "What's New in the Florida Keys & Key West." 4. Continue expanding the existing "Connect & Protect" program that emphasizes the Florida Keys' sustainable travel offerings and unique natural world, to include visitor exploration of the local lifestyle and culture. Elements are to include a "Florida Keys Eco-Ambassador" social media contest, evolution of the "Stewards of the Keys" profile series and individual media visits following curated itineraries. 5. Develop and coordinate individual visits to the Keys for at least five LGBTQ traditional and social media representatives. They will follow curated agency- developed itineraries, incorporating both all-welcome and LGBTQ offerings, featuring the Florida Keys Overseas Highway experience, restorative activities and open-space attractions and elements. 6. Develop a sponsored editorial project with the U.K.'s OutThere quarterly experiential magazine and digital portal for LGBTQ and luxury travel markets, primarily in the United Kingdom with additional readership in America and Australia. 7. Implement a series of Canadian individual "virtual press trips" for at least five media representatives incorporating videos, interviews and other content curated to meet individual outlets' needs, to increase awareness of the Florida Keys prior to the winter travel season. 8. Develop visits to the Keys by at least 35 British/Irish, German, Scandinavian, European and Canadian media representatives, high-profile bloggers and social media influencers, as individuals or (based on international COVID-19 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-3 .............................................................................................................................................................................................................................................................................................. restrictions) in small groups, to discover and publicize the Keys' open spaces, wide range of activities and attractions, restorative and relaxing experiences, and natural and environmental offerings. 9. Continue COVID-19 safety protocol messaging by updating TDC website sections, social media posts and mainstream media releases with content guidance provided by the Florida Department of Health in Monroe County and the Centers for Disease Control. Domestic Strategy: Fundamentals As a component of the overall TDC marketing plan, NewmanPR's public relations activities and campaigns for the 2020-21 fiscal year are crafted to maximize positive awareness of the Keys among a targeted range of market segments. To achieve that aim, the agency will undertake basic regular efforts that include- 1. Creating Keys print, photography and video travel materials and distributing them to mainstream and online media, bloggers and influencers of value. 2. Utilizing direct-to-consumer social media channels such as Instagram, Facebook, Twitter, YouTube and others to distribute timely photography, minivideos and other image and event-related Keys content. 3. 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 such as agency-produced b-roll video and coordinating logistical and other support. 4. Arranging and hosting individual and small-group media research trips to the Keys for qualified domestic and international journalists, bloggers and high-reach social media influencers. While this document outlines the specific programs to be carried out in the coming year, the agency also remains poised to capitalize on unforeseen opportunities to generate favorable media and social media coverage. This level of flexibility is expected in the 21 st-century instant-information landscape and can result in notable benefits. One of the best ways to serve the Keys and generate the aforementioned coverage is by understanding, anticipating and meeting the needs of all types of media. To do that, the agency established and operates the Florida Keys News Bureau on behalf of the destination. Since its inception, the bureau has earned a reputation for being an accurate and trustworthy resource, providing quality materials in a timely manner, adhering to strict principles of truthfulness and transparency, and working collaboratively to help media representatives achieve their goals. Staffed by the agency's Keys team members and also utilizing contracted professionals, the bureau will continue to produce high-quality materials for newspaper and magazine ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-4 .............................................................................................................................................................................................................................................................................................. outlets and their online versions, newswire services, national and international television networks, notable bloggers and leading online and social media outlets. During the 2020-21 fiscal year, the agency and its bureau will provide media with timely print and broadcast "spot stories" to generate favorable destination awareness. Spot stories and broadcast packages may be preplanned to feature annual Keys events and festivals, or they may take advantage of occasions such as turtle releases that help increase travel consumers' positive perception of the Keys. For distribution, the agency uses its extensive, regularly updated proprietary databases that contain thousands of records on mainstream journalists, bloggers and social media influencers with widespread followings. Virtually all story and photography distribution is accomplished digitally, and most broadcast distribution is accomplished by direct digital uploads to broadcast outlets. All communications include and promote the Keys' visitor website, overall and/or district toll-free number(s) and social media channels. Domestic Programs and Campaigns NewmanPR's domestic programs and initiatives for 2020-21 will focus on adventures along the Florida Keys Overseas Highway, protecting the Keys' environmental richness and unique local lifestyle, reconnecting with valued people and activities, the destination's vast open areas and natural or wellness experiences, environmental offerings and ways visitors can respectfully and mindfully explore the island chain. Overall, initiatives will portray the Keys as a sustainability-focused destination that values the natural world and visitors' health and well-being, while fulfilling their desire for relaxation, renewal, open spaces and meaningful pursuits. `ReConnect' Research indicates that consumers are hungry to reconnect with the people and activities that weren't easily accessible during the period of coronavirus stay-at-home mandates and travel bans. These include friends and family members, nature and the outdoor world, soft- adventure activities, volunteer and environmental opportunities, shared hobbies, exploration and transformational experiences. For several years, Keys PR communications have developed the concept of connection. Messaging has positioned the Keys vacation as an opportunity for visitors to make meaningful connections with activities and people that matter to them: to create shared memories with family and friends, strengthen bonds with a partner or children, explore the natural world and embrace its conservation, renew the spirit through genuine enriching experiences, and rediscover the values and pursuits that help make them their best selves. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-5 .............................................................................................................................................................................................................................................................................................. The Keys' "ReConnect" campaign will expand that theme in communication to both media and travel consumers, representing the island chain as the place where people can re-establish connections with the aspects of life they've been craving, but will also communicate the need to maintain COVID-19 protective measures for as long as the virus presents a risk. Elements of the "ReConnect" program include: 1. A dedicated "ReConnect" edition of the Keys Traveler annual magazine. Editorial content and imagery will emphasize offerings that enable visitors to reconnect with family members and friends, nature and the outdoors including the underwater world, their spouse or partner, their own creativity or other aspects — while forging positive connections with the destination that encourage repeat visits. 2. A consumer social media trivia challenge with a "ReConnect" theme and trivia topics that encourage consumers to rediscover the Keys. The winner will receive a trip to the destination for four, enabling travel with friends or family members with whom they wish to reconnect. The prize is to include accommodations at leading Keys properties that offer guest villas, gift cards for air travel and car rental, and opportunities to enjoy attractions, water-based activities such as fishing and diving, eco-adventures and other memorable shared experiences. 3. Production of a "ReConnect" themed video, possibly in a format similar to that of the well-received LGBTQ video created by the agency in 2019-20, and its promotion on the Keys' website, YouTube channel and social media outlets. The video will also be made available to the agency's international partners and to TDC sales for use in media promotion and during media missions or travel shows. 4. A "ReConnect" series of press releases and blog posts exploring the simple pleasures, natural encounters, "unplugged" adventures and uncontrived experiences in the Keys that provide meaningful, memorable opportunities for re- establishing and strengthening connections. The series also will spotlight unique locations where shared experiences strengthen connections. `All-American Road Adventure' A global travel insight report indicated that 65 percent of consumers feel comfortable traveling in their car following the COVID-19 pandemic. This initiative capitalizes on the Florida Keys' unparalleled advantages for the drive market, predicted to lead travel recovery as the industry emerges from the worldwide crisis. These include a geographic advantage as subtropical islands that travelers can access in their own car, eliminating the crowds and close quarters of air travel or other public transportation; a perceptual advantage in offering an exotic "offshore" setting within the presumed safety of the continental United States; and an experiential advantage because the Florida Keys Overseas Highway, the state's only federally designated AII- ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-6 .............................................................................................................................................................................................................................................................................................. American Road, is widely acclaimed as a "bucket list" drive that adventurous travelers must undertake. Research indicates that travel consumers desire open spaces, destinations without mass tourism, outdoor experiences and time spent in nature. Driving the iconic Overseas Highway, with vast vistas of seemingly endless sea and sky, satisfies that desire — and a road trip along it takes the traveler seemingly off the edge of the continent and into the ocean. The agency's "All-American Road Adventure" promotes not just "The Highway that Went to Sea," but also the nature-based and lesser-known attractions of each Keys district including state parks and trails — thereby communicating the distinct self-defined identities of each district. Spotlighting the range of memorable adventures and experiences travelers can enjoy in each district underscores the concept that, because of the districts' diversity, a Keys drive trip can mean five minivacations in one. RV camping and "glamping" experiences throughout the Keys will be highlighted as well, since studies show that vacationing in an RV, allowing couples or families personal space unshared by others, rates highly among those planning post-pandemic travel. Overall, the concept positions the Keys as "so near, yet so far" — so accessible and so part of America, yet so far from mainstream mass-tourism destinations in attitude, natural beauty and opportunities for solitude. The "All-American Road Adventure" initiative is to include: 1. Creation of an "overseas experience trail" for each Keys district, encouraging discovery of non-mainstream, lesser-known and "locals' favorite" attractions, activities and adventures — ideally, with some elements drawn from the driving tours developed by Two Oceans Digital, thereby providing promotion for the app. Each district's "overseas experience trail" content will be added to that district's section of the fla-keys.com website and be featured in a series of "Keys Voices" blogs. Content also will be provided to visiting media to assist in shaping their individual story-gathering itineraries. 2. A three-month series of weekly posts on multiple social media platforms spotlighting the attractions and experiences to be discovered along the Florida Keys Overseas Highway. These posts will be identified with a signature hashtag and highlight activities and adventures in each district based on the "overseas experience trail" elements. 3. A media trip that highlights the Overseas Highway road trip and RV camping experience. The trip is to target journalists and high-reach bloggers who specialize in outdoor, environmental, camping and family travel subjects. Media participants are to be accommodated in top-tier RVs at Fiesta Key and Sunshine Key campgrounds, provided at no charge for the trip. The itinerary will include exploring "overseas experience trail" elements in each district including outdoor ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-7 .............................................................................................................................................................................................................................................................................................. land and water activities, lesser known attractions along the Overseas Highway, wildlife facilities and state parks. 4. Production of an "All-American Road Adventure" minivideo series for social media distribution, possibly themed "125 Miles of Smiles," that takes viewers down the highway from Key Largo to Key West. Videos will feature elements including panoramic aerial vistas of sea, sky and bridges; landmarks such as the Seven Mile Bridge and the Southernmost Point; and signature Keys sites that underline the island chain's unique geography and appeal. Segments will likely incorporate footage repurposed from the successful series of "road trip" videos developed for social media in 2017. 5. A dedicated "All-American Road Adventure" issue of the Keys Traveler e- newsletter to be distributed in May 2021, just prior to the summer travel season. Editorial content will draw on the "overseas experience trail" for each district, state parks, outdoor activities, camping and unique attractions as well as the heritage and "bucket list" adventure of traveling The Highway that Went to Sea. `Connect & Protect' For fiscal year 2020-21, the established "Connect & Protect" initiative will continue and evolve. Ongoing emphasis will be placed on the Keys as a sustainable tourism destination offering unique environmental attractions and activities, with responsible organizations and local residents that engage visitors to explore and experience the Keys' natural world. Through mainstream and social media messaging, travel consumers will be encouraged to discover that unique natural world, form a personal connection with it and join in efforts to protect it. Messaging will focus on existing and emerging sustainable and eco- positive experiences, learning and voluntourism vacations and travel with a purpose. As well as encouraging connection, the initiative's use of "protect" suggests the Keys can be a haven — a place for visitors to renew and reinvigorate in a relatively protected, low-stress atmosphere — after the global COVID-19 crisis. While maintaining environmental focus, emphasis also will be placed on encouraging visitors' explorations of the local lifestyle and culture. Elements will spotlight ways they can dig deep into eco-friendly experiences and unique daily rhythms that set the island chain apart. In addition to resulting in memorable vacations, this expanded focus also can help foster visitors' sense of belonging and desire to return. Visitors who connect with the Keys' lifestyle are more likely to appreciate and respect it — and the residents who live it. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-8 .............................................................................................................................................................................................................................................................................................. The program will be promoted in large part directly to travel consumers through social media and online outlets, building on the proven premise that "real-world, real-person" recommendations are a significant driver of travel decisions. The evolution of the "Connect & Protect" initiative is to include: 1. A "Connect & Protect" contest requiring entrants to submit a brief video explaining and illustrating why he or she should be chosen a Florida Keys Eco- Ambassador. To be promoted through one or more Keys social media outlets, the contest is to award the winner a trip to explore the destination's eco-tourism and voluntourism opportunities as well as local-favorite experiences and the Keys lifestyle. In addition to accommodations and gift cards for airfare and car rental, the winner will participate in "Eco-Ambassador" activities hosted by residents who work to preserve the Keys' environment and lifestyle. Agency will explore the possibility of chronicling the activities in short, organic, documentary- style video segments shot by the winner, the activity hosts and/or local videographers. To be posted on the Keys' YouTube channel and social media outlets, these segments will be designed to inspire viewers to engage in the featured activities and add "eco-ambassador" elements into their own Keys vacation. 2. Expansion of the monthly "Stewards of the Keys" series of Q&A profiles, currently spotlighting residents who focus on protecting aspects of the Keys' environment, to also profile those who help visitors discover the Keys' way of life, culture and heritage while striving to preserve those elements — such as the operators of walking, biking and culinary heritage tours. The conversational-style profiles will continue to be featured monthly in the e-newsletter and in Keys Voices blog posts. The agency also will explore the feasibility of producing "Stewards" minivideos on selected subjects for social media use. 3. Themed "Connect & Protect" destination visits by at least four high-level mainstream or online journalists, high-reach bloggers or accredited influencers, with each sent on a unique itinerary tailored to their story- or content-gathering needs. Itineraries will be developed to blend environmental activities, intrinsic local pursuits such as getting morning Cuban coffee from a corner store, and offerings from independent attractions and watersports operators such as Lower Keys kayak guide Andrea Paulson. 4. Development of an agency-produced online "gallery" showcasing 30 minicanvases selected from the several hundred comprising the Florida Keys Council of the Arts' 2021 "Connections Project" mosaic mural. Rather than a series of social media posts as in past years, this gallery will provide a centralized focus on the local creative community and its depiction of Keys lifestyle and environmental elements. Positioned on the Keys' website and social media outlets, the gallery will include brief information on each featured artist and links to their websites, as well as overall material about the "Connections Project" mural. It will also be used to promote each of the locations on the mural's "road show" tour. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-9 .............................................................................................................................................................................................................................................................................................. `Sea and Sky' In outreach to media, its audiences and travel consumers, this initiative will present the island chain as a vacation locale where the appeal is genuine and honest, free of the crowds and contrived attractions that characterize many mainstream tourism hubs. Creative messaging will promote the Keys as a relaxing, renewing destination for getaways that are meaningful, enriching and transformational — therefore having a high intangible value to consumers looking for "unplugged" escapes and restorative experiences for body and mind. Media members, social media representatives and consumers will be encouraged to discover wellness and mindful activities such as a private out-island picnic, inspirational guided art or photography experiences, a healthful paddleboard yoga session, subtropical garden explorations, a small-group sunset dinner cruise, viewing dolphins in the wild or a seaplane excursion to the remote realm of Dry Tortugas National Park. Throughout all messaging, the natural beauty of the Keys' landscapes, sunsets and vast seascapes will be highlighted, offering space to unwind as a soothing antidote to coronavirus confines. In addition, this initiative will incorporate elements specifically designed to appeal to luxury travelers — highlighting the Keys' upscale, intimate resorts that ensure privacy and pampering, and private islands for those seeking the ultimate in serenity and seclusion. "Sea and Sky" elements are to include: 1. The development of passion-based activity itineraries that identify lesser-known cultural, culinary, adventure, luxury and family offerings in all districts for unique travel options away from the mainstream. These will be made available to media and social media via a new section to be established in the Keys' online newsroom, as well as used in pitches and fulfillment of media requests. 2. A series of visits by individual luxury and wellness media representatives, high- reach bloggers and leading travel photographers, each following a personally curated program that blends their story or photography needs and elements of the passion-based activity itineraries. 3. A dedicated wellness and luxury issue of "What's New in the Florida Keys & Key West" featuring spa and luxury offerings, mindful or healing activities and transformational vacation experiences. 4. A "Landscapes and Seascapes" photo contest that focuses attention on the Keys' natural beauty of sea, sky, sunsets and open-space landscapes. Entries can be submitted in either the "Florida Keys Landscape" or "Florida Keys Seascape" categories. Agency will create a virtual exhibition of the top 20 images in each category for final judging by a panel of leading Keys photographers. A winner chosen in each category will receive a Keys vacation with an itinerary that offers unique photography opportunities such as a trip to Dry Tortugas National ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-10 .............................................................................................................................................................................................................................................................................................. Park. The two winning images are to be used in NewmanPR offerings that may include a destination poster, social media gallery or the cover of the following year's Keys Traveler annual magazine. 5. Production of a video on Dry Tortugas National Park to be distributed via social media channels and the Keys' YouTube channel featuring aerial imagery. The Dry Tortugas have proven to draw significant viewership and engagement when featured on Keys social media outlets. PR Team's Firsthand Keys Experience Shapes Strategies During NewmanPR's nearly four decades as the Florida Keys' public relations agency of record, senior Keys team members have been driven by a quality that can't be assumed or counterfeited: extensive firsthand knowledge of the destination. That knowledge, and an associated enthusiasm for the Keys, are invaluable assets when communicating accurate, authentic and convincing messaging to all types of editorial media representatives and travel consumers. Genuine destination expertise is a cornerstone of all agency activities — including developing unique and appealing social media content to inspire engagement, pitching well-targeted story topics to mainstream media and bloggers, producing vivid spot-news packages, crafting releases for media distribution and the fla-keys.com website, coordinating itineraries that meet visiting journalists' needs, presenting the destination on outreach missions, fulfilling media requests quickly and comprehensively and providing on-site assistance during familiarization trips and broadcast shoots. The Keys team is headed by an agency president who is a part-time Upper Keys resident with some 40 years' experience directing promotions for the island chain. The team includes a 38-year Key West resident who is the senior account executive and correspondent for the Lower Keys and Key West; a 26-year Marathon resident who is website editor, social media director and correspondent covering the Upper and Middle Keys; an account executive who is a former 6-year Key West resident and covered the region for a major international newswire service; and an LGBTQ media relations specialist who is a 16-year Key West resident. Two additional team members, who are media managers and social media specialists, take frequent getaway trips to the destination and have in-depth knowledge of Keys tourism offerings. As well as possessing significant awareness of the most notable elements of each Keys district, NewmanPR's Keys team members can offer information about lesser-known locations, offbeat facts and traditions, Keys residents who are compelling interview subjects, and local tips and insights that journalists, bloggers and influencers can share with their audiences. During the 2020-21 fiscal year, as in the past, in-Keys team members will be available to identify and maximize coverage opportunities in their districts, provide timely personalized assistance to mainstream and social media representatives during visits, work with broadcast production crews in the destination as needed, cover local and spot news events, attend District Advisory Committee and umbrella committee meetings and ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-11 .............................................................................................................................................................................................................................................................................................. assist in fulfilling all crucial aspects of the public relations plan. Media Research Visits Contingent on the absence of COVID-19 travel restrictions, NewmanPR plans to continue drawing from its large, curated network of mainstream print, magazine, niche and broadcast media; online and mobile travel publications; bloggers with significant followings and top-tier social media influencers for individual journalist visits, group press trips and video shoots for traditional and online broadcast outlets with strong potential to benefit the destination. In addition, the agency engages in ongoing review and evaluation of quality emerging media outlets and will include their representatives in group visits and target them for individual visits when appropriate. Media will be selected for individual visits and group trips based on stated TDC marketing objectives and demographics, and on the geographic areas identified as strong search and booking markets. This includes traditional "winter escape" markets such as the Northeast and upper Midwest, Southeast and drive markets, and locales with direct airlift into the Keys. Media representatives not known to NewmanPR will be researched and qualified for their potential value in enhancing destination awareness, with evaluation based on elements ranging from social media reach and engagement to media outlet audience numbers and demographics. The agency's proprietary network of contacts in all media genres is a notable asset to the Keys. NewmanPR recently fully updated its detailed and targeted Keys media databases, and will continue to update those resources as viable new outlets and contacts emerge. New and existing relationships are nurtured and renewed to maximize collaboration and favorable reception of messaging about the destination. 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 occupancy levels or other issues mean such arrangements cannot be made. PR expense funding will also be budgeted for high-reach bloggers who seek compensation from destinations for their visits and coverage. Individual Media Research Trips Individual media visits will take precedence during the 2020-21 fiscal year. Both the "Connect & Protect" and "Sea and Sky" initiatives feature a series of visits by individual journalists and/or influencers who will follow personalized itineraries that offer flexibility to explore specific story needs. The focus on individual visits is based in part on issues relating to extended group contact following the COVID-19 outbreak, but also on the knowledge that solo travel with agency-provided guidance fosters media members' greater interaction with Keys ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-12 .............................................................................................................................................................................................................................................................................................. residents, increased personal connections with the destination and solid opportunities for targeted story or content gathering. Individual trips may be undertaken by domestic print, online and broadcast journalists as well as high-reach bloggers and leading influencers. Efforts to support and assist them may include creating customized itineraries, arranging complimentary or media- rate lodging, providing logistical or transportation support, setting up interviews and meetings with subjects, or serving as an on-site escort in special cases. As noted previously in this plan, the agency will identify and arrange for individual visits for at least four high-level mainstream or online journalists, high-reach bloggers or influencers who will follow a themed "Connect & Protect" itinerary. Their itineraries will be developed to include environmental and/or "voluntourism" experiences and activities that introduce them to elements of the Keys' intrinsic lifestyle. Also as noted, the "Sea and Sky" initiative will include solo visits by carefully selected media or social media representatives specializing in luxury, wellness and travel photography. Their curated itineraries will focus on a blend of wellness and transformational pursuits, luxury elements and secluded open-air adventures on land and water. Group Familiarization Tours To recruit participants for group press trips each year, the agency typically targets a combination of leading print, broadcast and online journalists, bloggers and social media influencers with significant reach. The 2020-21 domestic group press trip, a component of the "All-American Road Adventure" program, will follow an itinerary that introduces both iconic and off-the- beaten-path aspects of the Keys along the famed Florida Keys Overseas Highway. Promoting the "bucket list" drive to a group of qualified media members and their audiences will underscore the Keys' viability for the drive market — and Visit Florida research indicates that this year travelers are willing to drive up to 700 miles for their road trip adventures. The media research tour will not only promote "The Highway that Went to Sea," but also Keys locations where travelers can enjoy open spaces and personal space unshared by others. Featuring "glamping" in top-tier RVs provided to the media participants, the trip will promote all five Keys districts and their differing attributes and appeal. One or more agency escorts will guide this familiarization tour and will accompany the media to provide knowledgeable, trustworthy information about the destination and 24/7 assistance in meeting story-gathering needs. The itinerary also will include meetings with select local residents, offering trip participants a glimpse of the Keys lifestyle. As well as the planned group trip, the agency may work with Visit USA, Visit Florida and other suitable tourism organizations on joint-venture trips that generate positive exposure for the Keys. This approach maximizes return on investment while minimizing expenses. In addition, when appropriate and potentially beneficial, NewmanPR may ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-13 .............................................................................................................................................................................................................................................................................................. also consider joint or shared promotional efforts with public relations representatives of individual Keys properties or attractions. Broadcast Initiatives As well as media visits to the Keys, NewmanPR pursues, coordinates and supports live and taped in-destination broadcasts by major television networks, cable travel programmers, independent mainstream and vertical-market production companies, and online and mobile platforms with strong viewership. Past projects have ranged from national morning shows such as NBC "Today" to programming on PBS, ESPN, the Weather Channel, the Food Network and other broadcast leaders. In recent years the agency has provided production and financial support for an immersive all-Keys 30-minute episode of "Samantha Brown's Places to Love" that aired nationwide on PBS; collaborated on a one-hour program titled "Florida Keys: Protecting Paradise" that debuted on Discovery Channel, aired on multiple other networks and streaming apps, and chronicles Keys sustainability efforts and the people dedicated to protecting the island chain's environment; established a long-term sponsorship of WPBT2's "Art Loft" and budgeted for Keys-focused shows on the Florida Emmy Award—winning annual summer series "How to Do Florida." In 2020-21 the agency will pitch targeted destination shoots for broadcast programs that have the potential to communicate the Keys' focus on sustainability and environmental protection, open-space natural areas and enriching experiences for visitors. Equally important, the agency will take advantage of suitable presented broadcast opportunities, providing multifaceted support and production assistance based upon the program's projected value to the destination. In addition, efforts will be expended to attract major-market and online radio programs to execute live or taped broadcasts from the Keys. NewmanPR 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. Support will include providing b-roll and other video assets, segment and topic suggestions, logistical coordination and assistance with 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 effectiveness as a conduit for positive cultural messaging. The agency also will continue its support of "George Poveromo's World of Saltwater Fishing." Carried on national television for more than 20 years, the respected program airs on Discovery Channel and is hosted by the nationally known saltwater fishing expert. The Keys will be a featured destination sponsor for the series and six of the planned episodes for the 2020-21 season will originate from the island chain. Finally, NewmanPR is working on an agreement with Crawford Entertainment, producer of multiple successful specials on the destination including "Spirit of the Florida Keys" and "Protecting Paradise," for broadcast projects to be undertaken in 2020-21. While details are not yet finalized, elements under consideration include the production and ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-14 .............................................................................................................................................................................................................................................................................................. national syndication of a new one-hour television special on the Keys, national syndication of the previously produced "Florida Keys: Ultimate Family Vacation" and the development of a 30-minute Keys episode for season 12 of "How to Do Florida." Collaborative Media Promotions NewmanPR will pursue and evaluate media promotional opportunities that have the potential to advance stated TDC goals and enhance positive perception of the Florida Keys & Key West, supporting those that can cost-effectively deliver a high-value return for the destination. Support may include providing a broadcast contest winner's transportation to the Keys in exchange for appropriate promotional considerations, partnering with high-reach social media influencers on destination-focused social media campaigns, providing sponsorships for broadcast programs or other suitable activities. Website Editorial Initiatives Newman PR manages the general destination news and topical subsections of fla- keys.com and will continue to post new content to it several times per week. The agency's website editor — funded through the public relations expense budget — oversees and populates the news section, the comprehensive calendar of events and, for specific pages and sections of the main body of fla-keys.com, coordinates the design and publication of specialty content with Two Oceans Digital. Web content, which includes photography and video elements, is designed to promote each district and umbrella as well as the overall destination. It emphasizes special events, environmental adventures, cultural offerings, watersports and eco-activities, diving and snorkeling, fishing tournaments and new accommodations or attractions. 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 news pages mirror press releases distributed directly to various media outlets. Pieces also are posted that take advantage of spot news opportunities that reflect favorably on the Keys. In the coming fiscal year, NewmanPR will continue to utilize the news section for timely direct-to-consumer messaging. Additionally, releases will be linked to social media posts to provide details that expand on social platforms' inherently brief structure. The news section also is used to disseminate up-to-the-minute information in situations that require emergency or crisis communications — as is being evidenced during the COVID-19 pandemic. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-15 .............................................................................................................................................................................................................................................................................................. New Specialty Web Sections In 2020-21, the agency will focus on updating and expanding specific website sections to improve the user experience and offer fresh, relevant content — thereby increasing the sections' value to media and consumers. Efforts will include: 1. Creating a "Highway to the Sea" website section to support the "All-American Road Adventure." The section is to feature historic content including the development of the Florida Keys Over-Sea Railroad, an overview of the Overseas Highway drive that is widely perceived as a "bucket list" adventure for motorists, experiences from the driving tours created by Two Oceans Digital and featured in the Florida Keys app, and elements from each district's planned "overseas experience trail" including state parks and lesser-known spots. Plans also call for inclusion of video content developed for the "All-American Road Adventure" minivideo series. 2. Supporting the "ReConnect" campaign by combining the destination's existing "Locals' Choice Vacation Guide" and "Crafted in the Florida Keys" pages into a comprehensive "Connect with Keys Life" section. The new section's content will present simple pleasures, off-the-beaten-path hangouts, "unplugged" adventures and environmentally supportive activities that are genuine, uncontrived and traditionally enjoyed by Keys residents — and that visitors can share with their traveling companions to strengthen connections with them and with the authentic aspects of the island chain. In addition, it will spotlight artisan-crafted and locally produced items and foodstuffs that can be discovered, enjoyed and shared as a tangible connection to Keys living. This refreshed website section is to include the planned "ReConnect" themed video and content from the planned series of releases and blogs. Rather than a simple "tips for enjoying the islands" offering, it will stress ways to make and deepen connections with the destination that encourage repeat visits. Keys Voices Travel Blog NewmanPR's Keys Voices Weekly Travel Blog, created on behalf of the destination, has an 11-year history of providing insiders' insights into a variety of Florida Keys topics, informative in-depth material and story prompts for media, and activity and topic ideas for social media influencers. In the coming fiscal year, the agency will continue to generate and post weekly mainstream and biweekly 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 those appealing to niche-market travelers. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-16 .............................................................................................................................................................................................................................................................................................. Each Keys Voices feature-style entry is written in a relaxed, friendly "voice" that accentuates the island chain's genuine appeal, enabling readers to feel they're making their own discoveries about — and connection to — the destination. 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 2020-21, the Keys Voices stylistic approach is expected to resonate strongly with travel consumers hungry for genuine, straightforward and compassionate storytelling following the COVID-19 pandemic. As in the past, the blog will be used as a vehicle for complementing and expanding upon events and other topics covered in media releases and spot news stories, while also promoting aspects of the destination and its lifestyle that may not have a "news hook." Plans for the upcoming year include producing a series of "ReConnect" blog posts focusing on uncontrived pursuits and one-of-a-kind activities that provide opportunities for re-establishing and strengthening meaningful connections, and a series spotlighting the "overseas experience trail" developed for each district as part of the "All-American Road Adventure" initiative. As previously noted, Keys Voices will also feature a monthly "Stewards of the Keys" Q&A interview with a resident immersed in preserving and protecting an aspect of the Keys environment or way of life. Efforts will continue to increase the feature blog's visibility in 2020-21 among both consumers and media seeking insightful content about events, lesser-known attractions and the Keys lifestyle. These efforts include posting teasers and links to newly uploaded blog entries on the Keys' high-reach social media outlets, sharing content and links with NewmanPR's international affiliates for their social media promotion and optimizing the use of emerging platforms to reach new audiences. In addition, the agency will continue to work with Two Oceans Digital to facilitate the distribution of copy and links to LGBTQ blog entries directly to consumers via an opt-in email address list. Social Media Management and Responsibilities Social media is a vital component of NewmanPR's overall public relations activities on behalf of the Keys because of its proven effectiveness as a vehicle for direct and time- effective outreach to the public, and its usefulness in building a strong connection with potential and repeat visitors to the Florida Keys. It also is valuable in reinforcing brand awareness and loyalty. NewmanPR is responsible for producing, posting and managing content for the TDC's most impactful and effective social media outlets as they relate to travelers to the destination, including Facebook, YouTube, Instagram, Twitter and Pinterest. According to global research on 2020 trends by Smart Insights, social media users spend an average of nearly 2.5 hours a day multinetworking across eight social media ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-17 .............................................................................................................................................................................................................................................................................................. and messaging apps. One in every three minutes spent online is spent on social networks. Facebook and YouTube are among the top three most used platforms, according to data from January 2020 (Sources: Smartlnsights.com, WeAreSocial and HootSuite). In 2020-21, NewmanPR will regularly cultivate, produce and post fresh, compelling imagery and videos purposed for each of the Florida Keys' social media platforms and continue growing their respective audiences, which currently range from tens of thousands to hundreds of thousands of followers nationally and internationally. Utilizing multimedia elements when appropriate, content will include a carefully curated combination of destination promotion with informative, educational, funny, inspirational and entertaining messaging tailored to each platform. As well as populating the destination's social media vehicles with captivating communications, NewmanPR manages how the posted content is performing. This is accomplished through auditing and monitoring engagement, including actively engaging with followers through Facebook Messenger, and measuring impact — who is reading, sharing and responding to posts. Based on audits, content can be retooled and strategies updated if needed. Regular written reports with monthly analytics, insights and growth progress are provided to the TDC board. NewmanPR also employs social media in crisis communications situations, where it has proved extremely valuable in disseminating accurate, precise and timely information. As in past times of crisis, if conditions require it, the agency will dedicate its resources to implement and update postings on a 24/7 basis. The TDC's social media platforms will continue to be used to reinforce COVID-19 health and safety protocols until they are no longer required by the Florida Department of Health office in Monroe County. 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 2020-21 programs. Social Media Initiatives In addition to scheduling daily posts, the agency will develop periodic contests and special promotions to increase both targeted messaging and engagement. The live- streaming features of both Facebook and Instagram will be used to enable real-time broadcast to and interaction with viewers — valuable tools for raising destination awareness and maximizing audience reach and engagement. In the upcoming fiscal year, the agency will capitalize on the increasing value of video by maintaining a significant Facebook Live presence, utilizing Instagram Live and sharing agency-produced videos on Facebook, YouTube, Instagram and Twitter. Segments will cover special events, eco-based activities, moments of natural beauty and other high-interest elements that help define the Keys experience. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-18 .............................................................................................................................................................................................................................................................................................. Periodic consumer contests also will be launched to support specific marketing objectives, such as a "ReConnect" trivia challenge, a photo contest and a Keys eco- ambassador video submission competition. Among other efforts, they include: 1. A consumer trivia challenge with a "ReConnect" theme, encouraging consumers to discover or rediscover their connection to the Keys and reaffirm connections to the people and activities that matter to them. The winner will be awarded a trip to the destination with up to three friends or family members, providing a genuine opportunity for reconnection. 2. A three-month series of weekly posts on multiple social media platforms designed to increase destination awareness among the drive market, revealing elements to be enjoyed while taking a "bucket list" journey along the Florida Keys Overseas Highway, Florida's only federally designated All-American Road. Featuring activities in each district and identified with an #AlI erican Road hashtag, the posts are an aspect of the "All American Road Adventure" program and will include agency-produced minivideo segments. 3. A "Connect & Protect" contest requiring entrants to submit a brief video illustrating why he or she should be chosen a Florida Keys Eco-Ambassador, with the winner awarded a trip to the Keys. By promoting the culture of environmental protection and the appealing local lifestyle, the contest will enhance the island chain's reputation as a sustainable tourism destination. 4. Development and posting of an online "gallery" that showcases 30 minicanvases selected from artwork appearing in the Florida Keys Council of the Arts' 2021 "Connections Project" mosaic mural. Created to promote the richness of the local arts community, the gallery will be utilized alongside organically shot minivideos to promote the mural's "road show" tour stops in each district. 5. A "Landscapes and Seascapes" photo contest that focuses travel consumers' attention on the Keys' natural beauty and open-space landscapes as part of the overall "Sea and Sky" campaign. A winner will be selected in each of two photo submission categories to receive a Keys vacation with an itinerary that offers unique photography opportunities. Featured Videos NewmanPR will continue to develop and produce additions to its large library of high- quality feature and news—style video segments that are posted on the agency-created, dedicated "Florida Keys TV" channel on YouTube and also make rotating appearances on the home page of the website. This evolving playlist of short, dynamic videos covers all districts of the Keys; a wide variety of attractions; indigenous attributes, cuisine and culture; diving; fishing; and lifestyle subjects. In 2020-21, special attention will be paid to enhancing the dive playlist with additional content on various types of dive activities and experiences. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-19 .............................................................................................................................................................................................................................................................................................. The videos also will be repurposed as shorter clips for posting and sharing across the destination's social media platforms — a valuable tactic given social media consumers' ever-increasing appetite for video content. The 2020-21 PR plan calls for the creation of two individual videos and a series of short pieces for posting and sharing on Facebook, Instagram, Twitter and other social platforms. As previously noted, the series will feature video vignettes produced to support the "All- American Road Adventure" initiative. Designed to appeal to the travel consumer who prefers independent drive travel following the COVID-19 pandemic, they will introduce viewers to activities and attractions along the Florida Keys Overseas Highway. The first video will support the "ReConnect" program that positions the Keys as the ideal place for visitors to re-establish connections with the people, activities and pastimes that weren't within reach during the coronavirus crisis. As well as being featured on the Keys' website and YouTube channel, plans call for the video to be used in media outreach and during domestic or international media missions or travel shows. The agency is exploring use of a video format similar to that used for the LGBTQ video created by the agency in 2019-20. The agency also will produce a video on Dry Tortugas National Park and Fort Jefferson to air on the Keys' YouTube channel and social media among other outlets. The Tortugas consistently draw significant viewership and engagement when featured in social media posts, and studies indicate that travelers in the "new normal" era are seeking the perceived safety of open spaces such as national parks — as well as outdoor or off-the-beaten-path activities that are purposeful and enriching. Known as one of the United States' most remote national parks, Dry Tortugas offers natural experiences from snorkeling to birding, a fascinating history and seemingly endless vistas of sea and sky. The video will spotlight those elements and also include aerial imagery and footage of the journey to the Tortugas. Facebook Live Videos To capitalize on the proven effectiveness of video content to capture social media users' attention, the agency plans to continue its significant Facebook Live usage to distribute live Keys video pieces directly to consumers. 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 to increase awareness of the Keys vacation experience. In 2020-21, the agency will continue to produce Facebook Live segments on special events and other high-interest elements in all districts, with subjects chosen to heighten destination awareness, further the fiscal year's TDC goals and PR campaign elements, foster positive perception and maximize viewer reach and engagement. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-20 .............................................................................................................................................................................................................................................................................................. Comprehensive and Compelling Media Resources Online Newsroom In 2020-21 as in the past, NewmanPR will manage, provide and continually update content and user-friendly resources for media representatives through the agency's online newsroom. Ever-evolving to anticipate media needs, the newsroom is a well- established resource for journalists, bloggers, influencers and broadcast outlets. Newsroom resources include: 1. An electronic press kit that features comprehensive information on each Keys district and significant destination offerings. In addition, several vertical-market press kits are available: "Connect & Protect," "Florida Keys Weddings," "LGBTQ," "Meetings & Incentives" and "Taste the Keys." 2. High-resolution photography of each district, popular Keys activities and selected special events, with elements divided into easily accessed albums and formatted for download by media users. In recent months, approximately 150 images have been added or replaced with fresh images to update photography albums and covers. The updating effort will continue throughout 2020-21. 3. A frequently updated collection of advance releases on special events, offerings and highlights in all Keys districts and representing all umbrellas. Other releases include "What's New in the Florida Keys & Key West," transportation news such as airline route updates and profiles of "Stewards of the Keys." 4. High-quality video footage about special events, activities, attractions and other elements, with interviews or soundbites, available for sharing on social media platforms or for media downloads on a dedicated FTP site. 5. Links to and recent posts from the Keys' significant social media outlets, useful for up-to-the-minute communication and maximizing media awareness of social channels. 6. An "In the News" page with clips from high-value publications about the Keys that showcase interesting stories and top photography. These examples of earned media lend third-party credibility to the destination. Other user-friendly resources include links to Keys event calendars and webcams, newsroom registration directions, comprehensive contact information and subscriber interfaces for email alerts on content specified by the subscriber. In the upcoming fiscal year, the agency will continue to refine newsroom operations to optimize its usefulness across the media spectrum and ensure that materials can be identified and accessed quickly. The agency will also continue expanding its library of Keyswide digital photography and high-definition and 4K video, making this content available to media upon request. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-21 .............................................................................................................................................................................................................................................................................................. Media Releases The structure and format of NewmanPR's media releases will continue to evolve to meet changing requirements of the mainstream, online and emerging media segments 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. Much of the agency's content-creation efforts will be directed toward writing and distributing travel and news-oriented stories that favorably present the destination, and advance releases to promote TDC-funded special events and fishing tournaments in each district. While these are scheduled according to a preset calendar, the agency also is poised to write appropriate releases or stories when unforeseen opportunities for positive coverage arise. In addition, NewmanPR plans to develop releases that highlight the African-American and Hispanic heritage sites found in the Keys, and promote historic sites of importance to varying cultural groups such as Key West's African Cemetery on Higgs Beach and San Carlos Institute, and Marathon's Adderley House at Crane Point. These releases will be used in communications to media and social media during Black History Month and Hispanic Heritage Month. A specialized series of releases to support the "ReConnect" promotional program is to be written as well, as noted in the "Domestic Programs and Campaigns" section of this plan. The releases will feature only-in-the-Keys locations, natural activities and uncontrived adventures that strengthen connections and generate shared memories. A series of monthly "Stewards of the Keys" Q&A profiles will be written to spotlight Keys residents who are dedicated to protecting and sharing with visitors' elements of the Keys' natural world or local way of life. The agency will also produce its quarterly "What's New in the Florida Keys & Key West" overviews that spotlight new and upgraded accommodations and attractions offerings throughout the Keys, produced to inform domestic and international trade and consumer media of enhancements to the Keys tourism product. Plans call for the creation of two dedicated issues of "What's New" geared to specific audience segments: one featuring wellness and luxury offerings and one covering accommodations, attractions and activities for the meetings market. 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. Pieces are distributed in several ways including direct email, RSS feeds via the Florida Keys online newsroom, a Keys media Twitter channel and sometimes links on the destination's consumer social media outlets. Virtually all releases are posted in the "newsflash" section of the TDC consumer website and are available for media download from the newsroom. Many also are featured in issues of the monthly Keys Traveler e- newsletter and in Keys Voices travel blog. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-22 .............................................................................................................................................................................................................................................................................................. Keys Traveler E-newsletter For more than 15 years, NewmanPR has produced monthly issues of its Keys Traveler e-newsletter. In 2020-21, the agency will maintain that production schedule, using the "e-news" to benefit the destination by delivering 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. Each issue typically showcases special events or festivals that serve as a timely travel motivator; fishing, diving and cultural highlights that publicize the activities of each TDC umbrella, a cuisine feature; and environmental content that includes a "Stewards of the Keys" Q&A profile of a local resident. As outlined in detail elsewhere in this document, in 2020-21 the current monthly dive article will be developed into a "Dive Profiles" feature. The annual culturally themed special issue of Keys Traveler is planned for February 2021 with content wholly dedicated to upcoming literary, visual and performing arts offerings in all Keys districts. In May 2021, a special-issue e-newsletter will be produced to support the "All-American Road Adventure" initiative. The issue is timed to inspire consumers to create their summer vacations around a journey on "The Highway that Went to Sea," and will present "overseas experience trail" elements, eco-adventures, voluntourism activities, land and sea experiences, state parks and one-of-a-kind attractions they can discover along the way. Each e-newsletter issue includes links to the Keys' leading social media vehicles and website elements. Issues are distributed to opt-in subscribers and highlighted on the Keys' consumer website before being rotated into a permanent archive. The agency will continue working to expand subscriber numbers among consumers and media, utilizing avenues that include social media messaging, contests and promotions, and awareness building through emerging outlets. Keys Traveler Annual Magazine To support stated 2020-21 marketing goals through editorial content, in late fall 2020 the agency will write, design and oversee printing for the annual Keys Traveler full-color glossy magazine. The magazine's production is timed for distribution at World Travel Market and other U.S. and international travel shows. The issue will feature at least 16 pages and its planned theme is "ReConnect." Overall editorial content and images will emphasize Keys offerings that enable visitors to reconnect with the people, places and pursuits that have meaning for them. Specific story topics, selected in collaboration with the TDC sales team, are likely to include wide-open spaces in the destination, small independent lodging properties, lesser- ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-23 .............................................................................................................................................................................................................................................................................................. known state parks and off-the-beaten-path experiences, bird-watching, diving and the Bahama Village Elks Club's traditional neighborhood barbecues. As always, the publication will promote all districts and umbrellas. Along with its print distribution, Keys Traveler magazine will be available for consumers, trade and media to download from the destination website. In addition, it will be provided to increase destination awareness during media missions and visits. NewmanPR may also produce new or refreshed eight-page Keys Traveler editions as needed to serve specific audience segments. Past special-issue publications have been dedicated to the fishing, dive, wedding and meetings markets. Markets, from Mainstream to Specialty Much of NewmanPR's strategy for 2020-21 targets the U.S. drive market. Visit Florida's research indicates that domestic visitors are willing to drive up to 700 miles for a Florida vacation. During the fall, drive markets such as Atlanta, Georgia; Charlotte, North Carolina; and Nashville, Tennessee; are to be targeted. Winter markets are to include the Northeast U.S.; Chicago, Illinois; and new and returning visitors seeking a warm, sunny winter getaway. Domestic travel also will be largely driven by airlift into Key West International Airport. PR efforts must remain flexible because continued uncertainty surrounding COVID-19 and changing confidence in the safety of air travel may affect airline routes, schedules and flights. NewmanPR will work to attract mainstream vacationers eager for relaxing escapes with significant sustainable focus, memorable ways to reconnect with loved ones and favorite pursuits, and experiences that include genuine local culture and off-the-beaten- path activities. The LGBTQ market remains a priority. Valued traveler segments include baby boomers and millennials (those from their mid- 20s to nearly 40), who seek meaningful vacations that incorporate sustainability and eco-experiences. The latter age group is rapidly growing in population share and spending power. As well as travelers interested in the Keys' mainstream elements of diving, sport fishing, art and culture, destination weddings and honeymoons, the 2020-21 public relations plan features significant messaging geared to members of specialized or niche travel markets. Targeted travelers include those interested in luxury, wellness, purpose-driven activities, voluntourism, heritage tourism and transformational experiences. Public relations efforts will include motivating increased length of stays to enable visitors to form a deeper connection with the Keys' natural world and lifestyle. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-24 .............................................................................................................................................................................................................................................................................................. LGBTQ Market Initiatives NewmanPR's 2020-21 public relations program for the Florida Keys' LGBTQ market, as in past years, is designed to appeal to multiple market segments. All activities will support the destination's national and international reputation as a leading LGBTQ vacation spot, and communicate the "One Human Family" mind-set of inclusiveness and diversity that underlies its appeal. LGBTQ programs will incorporate the agency's overall "ReConnect" concept, presenting the Keys and Key West as the ideal location for travelers to re-establish connections with people and activities they missed during COVID-19 restrictions. Emphasis also will be placed on carrying the "All-American Road Adventure" concept to LGBTQ travelers — both because the drive and LGBTQ markets are expected to recover before other travel segments and because the Overseas Highway provides a compelling "vehicle" to focus LGBTQ visitors' attention on Keys districts other than the traditionally popular Key West. Messaging will highlight open spaces and uncrowded areas throughout the island chain — a primary need after the coronavirus pandemic — as well as the Keys' restorative offerings and opportunities to sample the local experience and lifestyle. New and refreshed restaurants, watersports activities and environmental adventures, LGBTQ-specific and all-welcome accommodations, and other aspects of the destination will be showcased. Communications will address the desires of both the older market demographic, which often prefers gay-focused activities, accommodations and entertainment, and LGBTQ millennials and young professionals who tend to prefer all- inclusive activities and accommodations. Public relations strategies will include representing the Keys and Key West editorially to LGBTQ media, bloggers and social media influencers through a blend of "image" efforts and promotion of select special events. Such events include Key West Pride, the Stoli Key West Cocktail Classic, Womenfest and others that are time-specific motivators for travel. Plans for 2020-21 call for individual destination visits by at least six LGBTQ journalists, bloggers and leading influencers. Emphasizing individual visits rather than a group tour means the agency can create itineraries featuring experiences tailored toward each journalists' specific interests and story or content needs. Some itineraries will include exploration of the entire Keys via "All-American Road" offerings, while others may focus primarily on Key West. In all cases, efforts will center on strengthening existing media relationships and building new ones. The agency's LGBTQ media relations specialist will meet with media representatives during their stay to further enrich their personal connection with the community. Levels of on-site assistance will be determined by the value of the representative's outlet in communicating the Keys' message to an audience of LGBTQ travel consumers. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-25 .............................................................................................................................................................................................................................................................................................. The LGBTQ section of the fla-keys.com website was redesigned in 2019-20 and now features significant imagery, detailed heritage and activity information and an agency- produced LGBTQ video that has become a focal point. Featuring insightful unscripted commentary from leading members of Key West's LGBTQ community, the video explores the destination's heritage and the contemporary elements that make it a "must- do" vacation choice for today's visitors across the market demographic. During the 2020-21 fiscal year, the agency will continue to distribute the video to LGBTQ media, social media and influencers interested in and/or visiting the Keys. It may also be used at national and international LGBTQ media missions, travel shows and related events. The development of elements such as accommodations and entertainment "listicles" for the web section will be explored, providing informative traveler resources as well as inducements for both first-time and repeat visitors to experience the destination. Other planned promotional strategies include the production and distribution of press releases by the agency's LGBTQ media relations representative, who will also continue writing twice-monthly LGBTQ entries for the Keys Voices blog. Information and input will be made available whenever appropriate to mainstream media as well, paired with dedicated ongoing outreach to social media influencers and content providers. As needed, NewmanPR will provide support for the destination's presence at local, national and global LGBTQ-focused consumer and trade events; and also may promote the Keys at the National Lesbian and Gay Journalists' Association annual convention. Finally, the agency will continue promoting newsworthy LGBTQ-focused events and occurrences directly to travel consumers via spot news photography, video and story features. District and Umbrella Programs In addition to fostering positive awareness of the Florida Keys as a whole, the agency will remain dedicated to promoting the genuine attractions of each Keys district — communicating their strengths and attributes to targeted mainstream, online, social and niche-market media as well as travel consumers. The agency will use a carefully crafted combination of messaging that spotlights the activities and appeals central to each district's chosen identity, alongside advance promotion and spot news coverage of the district's special events. Like its support for individual districts, NewmanPR will continue providing public relations support to the Fishing, Dive and Cultural umbrellas. The agency will expend year-round effort to raise both media and consumer awareness of each umbrella's offerings and TDC-funded events, while conceiving and carrying out programs that support the umbrellas' expressed objectives. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-26 .............................................................................................................................................................................................................................................................................................. Fishing Umbrella: Television Sponsorship and National Seminar Series The Florida Keys charter fishing industry has been severely impacted by the COVID-19 crisis. The agency will partner with a leading national saltwater fishing television program and seminar series to draw attention to the Keys' community of expert captains and guides, and educate visitors about the value of using their services. NewmanPR plans to execute an agreement with George Proveromo, a nationally known saltwater fishing expert who is a senior editor at Salt Water Sportsman magazine and hosts the "George Poveromo's World of Saltwater Fishing" television show on the Discovery Channel. Poveromo also coordinates the annual Salt Water Sportsman National Seminar Series, renowned as the United States' longest-running educational course on recreational marine fishing techniques, that stages fishing clinics in U.S. East Coast cities from New Jersey to the Florida Keys. The Keys will be a featured destination sponsor for the series, and the agreement will include having six television episodes for the season originate from the Keys. Dive Umbrella: Profiles, Video Content, `Fish and Ships' To support the Dive Umbrella as well as the Keys' overall sustainability focus, NewmanPR will expand communications to increase awareness of the continental United States' only living coral barrier reef that parallels the Keys, the unique string of shipwrecks and artificial reefs along the island chain, reef restoration and coral planting efforts that often involve "citizen scientist" divers, and the Florida Keys National Marine Sanctuary that protects Keys waters. Elements will include: 1. Developing the existing monthly dive article in the Keys Traveler e-newsletter into a "Dive Profiles" feature. Subjects to be profiled may include a specific dive site, local ocean conservationist, volunteer dive opportunity, Keys dive operation engaged in innovative training tactics, upcoming environmental activity or special event, or milestone accomplishment (such as coral outplanting milestones or Key Dives removing 10,000 pounds of marine debris during cleanups). 2. Freshening and creating undersea video content for use in the "Florida Keys TV" YouTube channel's diving playlist and social media channels to illustrate diving, snorkeling, SNUBA, Iionfish capture, spearfishing and free-diving activities in the Florida Keys. 3. Create regularly scheduled underwater diving and snorkeling video posts across social media platforms to spotlight Keys reef and wreck sites. A potential title or theme for the social media campaign — "Fish and Ships" — builds on past success in promoting these unique Keys diving attributes. 4. A dedicated Florida Keys television show on "Scuba Nation" that is to air in first quarter of 2021 on NBC Sports Channel New England. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-27 .............................................................................................................................................................................................................................................................................................. Cultural Umbrella: `Connections Project' For the fourth consecutive year, the agency plans to work with the Florida Keys Council of the Arts to showcase the council's annual "Connections Project: A Mosaic of the Keys" collaborative mural. Because the mural features imagery by several hundred artists from all districts of the Keys, and because it is exhibited Keyswide during a "road show" tour, it provides an ideal vehicle to promote the large and diverse creative community. The promotion in past years has centered around a month of social media posts of individual artists' contributions to the mosaic. The agency will expand and develop that concept in 2020-21 by creating an online gallery of 30 mural pieces, all selected by Arts Council representatives and representing artists from each Keys district, that depict elements of the local lifestyle and environment. Each piece in the gallery will be accompanied by brief information provided by the artist and a link to the artist's website. To populate the gallery, the agency will coordinate a photo shoot of the individual canvases. The gallery will be posted on the Keys website and social media outlets, and will also be utilized to promote the mural's road show tour openings in each district. Plans also call for the creation of a culture-themed promotional piece similar in format to the "LGBTQ Milestones" piece the agency produced previously. Content will blend noteworthy moments in the Keys' literary, musical and artistic heritage, and the piece will be made available to the TDC sales team among other uses. Special Event Promotion 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 that foster a positive perception of the Keys, focus attention on important local environmental and cultural aspects or activities, and/or have strong a 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. Activities will include writing and distributing advance releases for mainstream print, online and appropriate niche media and bloggers; pitching event-related stories to media, high-level bloggers and social influencers; working as the Florida Keys News Bureau to create and distribute spot story, photography, video/broadcast and Facebook Live packages during events; and coordinating direct-to-consumer promotion before and during events via Facebook, Twitter, YouTube, Instagram and other social media channels. To determine appropriate levels of effort and resources to allocate to an event, the agency will evaluate its value in attracting overnight visitors, popular appeal to travel consumers and ability to support the destination's positioning goals. A line item in the ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-28 .............................................................................................................................................................................................................................................................................................. expense budget provides PR expenses for worthy events that lack support funds. PR Activity for Keys Tourism Industry As in past years, the agency will produce and distribute travel advisories electronically to hoteliers and other industry members whenever appropriate to communicate information about situations that could impact tourism. In addition, tourism advisories will be produced and electronically distributed to alert industry members about potential public relations opportunities. Periodically, as requested, agency representatives will make presentations at meetings of Keys industry organizations to inform members about ways in which their businesses can benefit from TDC PR opportunities. The agency, on behalf of the TDC, traditionally partners with the Lodging Association of the Florida Keys and Key West to stage an annual hurricane preparedness workshop for the tourism industry. In May 2020, more than 100 participants attended the first virtual hurricane workshop. 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. Introducing travel trade media, social media, targeted influencers and their audiences to the destination's new and updated accommodations, attractions, eco-positive opportunities and other elements that are redefining the Keys vacation experience continues as an educational opportunity for the 2020-21 fiscal year. Among other efforts, the agency will promote new and enhanced lodging options and other offerings through targeted travel trade and roundup releases, quarterly and annual "What's New" editions, media and social pitching and personal communications. Stories and messaging about major Keys events will be refocused for travel trade media and influencers as appropriate. The agency will attempt to maintain high awareness of the TDC's sales and staff marketing initiatives, such as Key Lime Academy, in all messaging targeting trade outlets and their ever-important audiences of travel agents, meeting planners and tour operators. Outlets to be targeted include Northstar Travel Group, which now owns Travel Weekly, Travel Age, Agent at Home, TravelPulse and other digital and print outlets for niche travel trade and meetings and conventions (MICE) audiences. Also to be a focus for Keys coverage are Virtuoso Life and Virtuoso Traveler magazines and other publications affiliated with the Virtuoso network, with more than 20,000 travel ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-29 .............................................................................................................................................................................................................................................................................................. advisors and 1,800 top luxury travel suppliers. Efforts with these publications are to augment TDC sales efforts within the luxury sector, anticipated to rebound quickly as COVID-19 travel restrictions ease further. In addition, the existing Keys Traveler: MICE Edition will be updated as needed. Sales Support at Domestic Trade and Consumer Travel Shows The agency will support the TDC's sales team at selected high-value trade and consumer shows and exhibitions throughout the coming fiscal year, contingent on any COVID-19 restrictions. Efforts to be undertaken, developed according to the parameters of the individual event, may include preparing niche collateral and media materials, writing and producing magazines such as Keys Traveler, creating targeted promotions tailored to the specific show audience, prescheduling media appointments to take place during the show, conducting preshow interviews to determine specific story needs, providing full media support at the Keys booth during high-value events, networking with media during show events and following up after the show to support story interests as determined during one-on-one meetings. For FY 2020-21, agency or its international affiliates plan to provide an on-site public relations presence at World Travel Market in London, scheduled Nov. 2-4, 2020; International Media Marketplace (IMM) Jan. 27-28, 2021; ITB in Berlin, March 6-14, 2021; IPW 2021, May 10-14 in Las Vegas; and IFTM Top Resa in Paris, usually held in September. The agency also is to support TDC domestic sales efforts when needed at selected consumer shows; which may include those in Boston, Massachusetts; Chicago; Dallas, Texas; Denver, Colorado; Los Angeles, California; Philadelphia, Pennsylvania; San Diego, California; Toronto, Canada; and Washington, D.C. The New York Times Travel Show, a valuable event that traditionally merits attendance, has been cancelled for 2021. Journalist Conference Activity and Outreach NewmanPR, with two members in the Society of American Travel Writers, is to continue representing the Keys at SATW events including the organization's annual national convention — scheduled Oct. 11-15, 2020, in Milwaukee, Wisconsin — and during various regional meetings. Delivering in-person destination messaging to this group of respected travel publishers, editors, journalists, influencers and photographers frequently results in valuable coverage in high-readership media outlets. It should be noted that because of COVID-19, the SATW meeting may be changed to a virtual gathering. The agency also maintains memberships in the Outdoor Writers of America Association and the Florida Outdoor Writers Association. Besides promoting the destination to members of these organizations, NewmanPR may consider agency representation ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-30 .............................................................................................................................................................................................................................................................................................. during the annual North American Travel Journalists Association Conference if considered to be an opportunity for 2021. Selected Joint Media Blitzes The agency typically generates interest and subsequent destination coverage from major-market journalists by participating with Visit Florida in selected joint media events and receptions in targeted domestic markets such as New York City. NewmanPR will determine the feasibility of participating in Visit Florida's plans for a media reception in New York or domestic media visits, if scheduled. The agency will evaluate participation in Visit Florida's Domestic Rebound media opportunities, such as a Florida influencer campaign, on an individual basis. For a moderate cost, Visit Florida media events typically provide opportunities to reach significant high-level mainstream journalists, travel and lifestyle writers and social media strategists. Participation at Visit Florida media receptions also provides partner support for its public relations program. The agency also plans to work with Monroe County Emergency Management to accomplish a series of South Florida media visits prior to the 2021 Atlantic hurricane season. Comprehensive Crisis Management Activities During NewmanPR's nearly 40-year tenure as the TDC's public relations firm, the agency has conceived and implemented crisis communications efforts — an integral part of any responsible PR plan — that have helped the Keys endure and recover from hurricane threats, hurricane impacts including those resulting from Irma, New World screwworm affecting Key deer, the 2010 Gulf oil spill and diseases including dengue fever. In all cases, the goal was to help regain tourism market share and positive image for the destination. Most recently, when the Florida Keys' tourism industry, workforce and residents were severely tested by the global COVID-19 pandemic and resultant closure to visitors, the agency mobilized its resources to support the island chain on a 24/7 basis and proactively communicate accurate information to media, travel consumers and Keys tourism interests. Specific activities included creating and regularly updating a dedicated coronavirus information page on the fla-keys.com website to inform visitors about the virus, the Keys' evolving status and personal protective health actions; writing and distributing several dozen advisories to tourism interests to keep them apprised of local, state and national developments; producing spot news packages on topics including Captain Mike Weinhofer fishing to feed needy Keys families and Islamorada residents' photo-banner project to honor graduating Coral Shores High School seniors; developing social media messaging and programs that were sensitive to those impacted by the crisis yet helped ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-31 .............................................................................................................................................................................................................................................................................................. keep the Keys top-of-mind; and producing a video for the website and social media distribution that offered expert COVID-19 health guidelines and tips for visitors from Dr. Mark Whiteside, the medical director of the Florida Department of Health in Monroe County. When the island chain reopened to visitors, agency-produced spot news packages generated 1,534 documented clips and 1 billion total impressions (85 percent domestic and 15 percent international), for a media value of $2.1 million. In fiscal year 2020-21 NewmanPR will apply its resources and experience, including knowledge gained during the COVID-19 crisis to date, to any emergency situation that may arise to impact the Florida Keys & Key West. In addition, the agency will review and refine its overall crisis management strategy for the destination based on recent experience, while also updating its existing Hurricane Emergency Plan for both threatened and actual storms. The agency will continue its valued relationship with Monroe County Emergency Management, which benefits the TDC and the tourism industry and supports efforts to achieve economic recovery as quickly as possible after a storm passes or a crisis is resolved. Similarly, NewmanPR will maintain its strong relationships with Monroe County law enforcement, county and community leaders, military organizations, federal and state environmental organizations, the health department, the Key West National Weather Service Office and the National Hurricane Center. Working closely with these agencies and individuals is invaluable in enabling constant information interchange and coordinated responses to situations that might impact tourism flow. In any crisis or emergency, the agency will provide significant information to Keys lodging properties and tourism interests as quickly as possible. While most transmission is via e-blast, the agency still maintains a relationship with a third-party voice-call alert system for use when required. In addition, working with the Lodging Association of the Florida Keys and Key West, the agency intends to organize a pre—hurricane season preparedness workshop for the tourism industry on behalf of the TDC. Plans also call for executing an annual hurricane- related media blitz with and for the Monroe County Emergency Management Office. Visitor Assistance Line The public relations expense budget funds a 24-hour, toll-free visitor assistance service that serves as a multilingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program provides an important resource that demonstrates the destination's care and concern for its guests. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-32 .............................................................................................................................................................................................................................................................................................. Canadian Public Relations Plan 2020-21 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 sustainability and local heritage while highlighting its solitude and serenity. The COVID-19 pandemic has closed Canadian travel borders to the U.S. at least through late July 2020. However, as more and more cities look to reopen in phases, the expectation is that the border should open in the early fall. Domestic research shows that there is pent-up demand for travel with millennials and baby boomers being the first segments to travel. Travel agent research shows that bookings should pick up in the fall and winter. With Canadians having to deal with six to eight months of winter, there will be a strong inducement to visit warmer destinations, particularly Florida. Of note, Canada remains the Florida Keys' largest market for international visitors, despite the continuing low Canadian dollar conversion. LMA will focus on Florida's well-known key feeder market of Toronto, Ontario, recognized as the most populated Canadian region, with spillover coverage opportunities from the French market in Montreal, Quebec. Until travel restrictions are lifted, LMA will adapt initiatives for the changing market by capitalizing on the growing usage of virtual meetings to offer unique individual media press trips and media missions. Positive relationships with media will help keep the Florida Keys top of mind with Canadian journalists and influencers. Further outreach into the baby boomer market will draw greater awareness among mature snowbirds with high disposable income and more free time to travel. The positioning is that of a one-of-a-kind year-round destination that offers unique experiences, simplicity and comfort worthy of repeat visits. Target Canadian Consumer Profile LMA's audience profile for the coming year will be Canadians who are: 1. Looking to escape the six to eight months of cold weather they are accustomed to (referred to as snowbirds). 2. Focused on travelling to less crowded, sustainable and unique destinations that offer true, authentic experiences. 3. Interested in unique experiences and creating memories versus transactional travel. 4. Seeking sustainable and responsible travel destinations, ones that preserve the destinations for future generations and visits. 5. Planning travel with families and multigenerational families in mind. 6. Located within easily accessible feeder markets with the highest population, namely Toronto, Ontario. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-33 .............................................................................................................................................................................................................................................................................................. Target Canadian Media Outlets LMA will continue to engage with all forms of media outlets available. The media landscape continues to shift, with the increase in online magazines and decrease in community newspapers. The growth of multicultural outlets is of particular interest, as more new Canadians support their ethnic roots. Specialty magazines such as millennial and ecotourism focused outlets continue to evolve as segments diversify. Furthermore, the increase in publication shelf life is extending the previous monthly arrangement to a bimonthly or season format. Numbers of influencers and content creators continue to increase within Canada, with more looking for a niche focus to stand out (for example, hiking or eco-travel). The target media breakdown is: 1. Content creators and influencers with a focus on unique travel destinations. 2. National English and French-language daily newspapers. 3. Television shows, documentary, radio and niche programs such as Zoomer TV shows that may be looking to include the Florida Keys. 4. Consumer lifestyle magazines that include travel as a form of mental health, such as Reader's Digest Canada and Canadian Living. 5. Travel trade outlets that are geared toward travel agents and tour operators. Travel agents are trusted in Canada with well over 2,700 registered agents and operators. 6. Specialty outlets with a dedicated community following, including those targeting LGBTQ, culinary, diving and baby boomer markets. 7. Ethnic outlets, particularly with Canada's evolving multicultural diversity. Major Canadian Public Relations Tactics and Initiatives LMA's planned public relations initiatives for 2020-21 include: 1. Executing a fully integrated broadcast segment series with an Ontario television morning show to showcase the Florida Keys' unique personalities and draw awareness to the genuine nature of the destination, attractions and experiences. 2. Initiating a baby boomer focused radio and website campaign through Zoomer Radio to promote the seclusion and laid-back, warm atmosphere of the Florida Keys. 3. Engaging with key social influencers on an ambassador program to promote notable attractions and experiences leading into and through the winter season. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-34 .............................................................................................................................................................................................................................................................................................. 4. Arranging a Toronto and Montreal virtual media mission with significant media outlets to proactively promote winter travel planning. 5. Promoting virtual press trip experiences complete with a premailed kit catered to individual media outlets' focus. 6. Supporting media outlets that would like to send representatives to the Florida Keys with their itinerary and overall visit. 7. Organizing a group press trip for traditional Canadian media with an experiential focus to boost firsthand coverage by showcasing the seclusion, friendliness, health-consciousness and uniqueness of the Florida Keys. 8. Participating in the Travel Media Association of Canada Media Marketplace 2021 Conference, with the goal of meeting media members from across Canada in short marketplace appointments to identify future opportunities. Back-to-Basics Broadcast Morning Show Integration (Ontario) Looking at unique ways to reach the Ontario market on a broader scale before the winter booking season, the agency plans to work with a morning show such as The Weather Network. Segments will be used to raise awareness of the genuine nature, health-consciousness, friendliness and open spaces of the Florida Keys and Key West. The Weather Network is the leading weather communications conduit in Canada and one of the most viewed television outlets with an average weekly reach of 297,000 (ages 18-plus to 54). Plans call for the proactive integrated campaign to take place during October and November, and include on-air, online and social coverage. The on-air series will consist of three different vignettes airing over a four-week period. Each vignette will be under one minute with a custom graphic intro and will feature a different region and theme such as culinary, sustainability or a local personality. On top of live airings, the vignettes will be repeated in equal rotation for a minimum of 63 times across the four weeks (estimated to be 16 times per week). As a further bonus, the vvignettes will run across English Canada on The Weather Network versus just Ontario for no extra cost. On the website, all of the videos will be uploaded to a video playlist for desktop and mobile viewing. To enhance awareness, The Weather Network will offer bonus call-to- action buttons driving to the video playlist on the site. As further added value, NewmanPR has the option to provide a 15- or 30-second pre-roll commercial to play in advance of the online videos only. Additional social media coverage will be given in the form of three posts for both the Facebook page (613,000 followers) and Twitter page (1,600,000 followers), with a call to action leading to the online videos or the Florida Keys website. Production of the segments will be handled by The Weather Network team, with videos and interview contacts provided by the agency. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-35 .............................................................................................................................................................................................................................................................................................. Baby Boomer Promotional Campaign (Ontario) Because baby boomers make up almost one third of the domestic population, the agency plans to initiate an integrated program with the popular "Zoomer Radio Morning Show" in advance of the winter travel season. Zoomer Media focuses on Canada's most powerful audience, the 16.1 million people over the age of 45. It is Canada's only media company devoted to creating content, services and experiences for the baby boomer audience. The radio station is recognized as one of the top in Toronto, and its morning show draws an average 1,700,000 weekly listeners and has a dedicated fan base. The timeframe for the airings will be fall 2020, ahead of the busy winter travel season. As part of a complete integrated campaign, Zoomer is offering an on-air, online and social opportunity with the "Zoomer Radio Morning Show" to feature interviews with notable personalities, describe the serenity and seclusion of the destination and highlight unique experiences. To simplify the process, no travel will be required; instead the interviews will be done via phone calls to the studio. For the on-air segments, a total of four live calls will be held each week over a four- week period on Monday mornings, with preselected Florida Keys contacts or personalities to highlight a specific topic. The calls will end with a call to action that leads to videos on the Zoomer Radio website. Following the airing, highlights from each interview will be repeated 16 times throughout the week, running Monday to Friday between 5 a.m. and 11 p.m. Furthermore, on-air mentions of upcoming Keys interviews will air during the popular afternoon drive time, 3-6 p.m., leading up to remaining interviews. For the online coverage, a button on the home page of the Zoomer Radio and Everything Zoomer website (combined UVMs 200,000) will lead to a special landing page with videos and photos supplied by the Florida Keys team, as well as a link to the fla-keys.com site for four weeks. For social coverage, five Facebook posts will be posted on the Zoomer Radio and Everything Zoomer accounts, which have a combined 88,000-plus followers, over a five- week period. Production, copywriting and posting will be handled by the Zoomer team, with videos and interview contacts provided by the agency. The different tactical elements will link back to the Florida Keys website for further information. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-36 .............................................................................................................................................................................................................................................................................................. Virtual Deskside Canadian Media Mission (Greater Toronto Area and Montreal) Understanding that meeting restrictions may be in effect for a lengthy period of time, the agency is recommending hosting a virtual media mission instead of its usual meeting and breakfast events. This will in effect save on travel and enable participants to respect social distancing rules. To accomplish the media mission, LMA will arrange interviews and virtual Zoom meetings with a variety of media outlets in Ontario and Montreal. The virtual media mission will highlight what is new and upcoming in the Florida Keys while reaffirming the destination's open spaces of land and water, wide range of outdoor activities and attractions, health-conscious mindset and opportunities for seclusion for travelers. Media from across a variety of television, radio, print and online outlets — and covering a number of travel segments such as LGBTQ and baby boomer — will be approached to participate. To help personalize the meeting, a "Taste of the Florida Keys" kit will be prepared and shipped to each confirmed media participant before the virtual meeting. The kit will contain promotional items including a Key lime treat and giveaway materials. For additional exposure, the agency will consider sponsoring a virtual travel association monthly meeting and brand it as a Florida Keys & Key West hosted event. This can be reviewed with the Travel Media Association of Canada or the Toronto Blogger Collective, and can include social media engagement, prizes and editorial leads. Influencer Ambassador Program (Canadawide) The agency plans to sponsor key influencers who have traveled to the Florida Keys in the past, bringing them aboard as ambassadors to "wave the Florida Keys flag" in advance of the winter season. Using experienced influencers simplifies the process and allows the posts to read more authentically. The selected influencers will be expected to supply a combination of blog and social posts spread out over a few months to highlight a variety of unique experiences with a link to the fla-keys.com website. The agency will select influencers from across Ontario that have strong engagement with followers and are willing to offer a robust package of coverage. A schedule will be organized for all the posts to ensure that continuous messaging will be spread out over the campaign period. To promote the coverage further, the Florida Keys' social channel moderators can share and like the influencer-generated content to elevate the content reach. Additionally, radio travel personalities can be added to this initiative as appropriate — particularly those with prior visits to, and an affinity for, the Florida Keys. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-37 .............................................................................................................................................................................................................................................................................................. Virtual Themed Individual Press Trip Opportunities (Canadawide) Understanding that media may be wary of traveling until full confidence is restored after the pandemic, LMA will offer the option of taking a virtual press trip. That way media members will be able to discover or rediscover the Keys and experience exclusive tours from the comfort of their homes. A virtual tour of the Keys can be curated to suit the media outlet and include Zoom interviews with local personalities and contacts, videos that highlight activities and notable attractions, and the presence of Florida Keys representatives to provide insights and answer any questions. In advance of the assigned press trip date, a "Florida Keys & Key West Press Trip Ready" kit containing Key lime treats and giveaway items related to the virtual tour will be sent to participating media to enhance the experience. For those media members who are willing to make physical trips, the agency will support the trip-based elements including confirmed editorial coverage. Particularly for any media that may be conducting a Florida multidestination road trip, the agency will work with the NewmanPR team to customize itineraries according to the theme. Furthermore, the agency will also seek to include Canadian media for any spots that may exist on domestic press trips. Recommendations will be made according to themes and itinerary focus. Themed Group Press Trip for Traditional Media (Canadawide) Since the originally planned April 2020 group press trip was postponed, the agency is planning a physical visit for media from selected traditional Canadian newspaper and magazine outlets. With a "Visit Like a Local" theme, the group tour will highlight the Keys' "Connect & Protect" mind-set, opportunities for open-air activities and seclusion, and offerings related to health consciousness and wellness. Five to seven media representatives will be selected for the trip. The planned itinerary will include a balance of attractions visits, culinary and eco-tourism experiences and meeting Keys residents who can provide an overall perspective as "stewards" of the local environment and lifestyle. Plans call for media selection to take place in the fall for a trip targeted for April 2021, following the Keys' busy winter season. Each selected media member will be required to have a confirmed story placement. Travel Media Association 2021 Media Marketplace (Ontario) The agency plans to represent the Keys at the Travel Media Association of Canada (TMAC) Media Marketplace. This four-day conference will take place in late May 2021 in Ontario. Since the 2020 conference was cancelled due to the pandemic, the expectation is that the 2021 conference will be larger with a revised format. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-38 .............................................................................................................................................................................................................................................................................................. TMAC is recognized as the premier travel media association in Canada and its membership consists of outlets and freelancers from across Canada. All of the TMAC industry and media members are invited to the annual media marketplace, which offers a series of one-on-one appointments. During these appointments, LMA will inform media members about new developments in the Keys and discuss editorial press trip opportunities. Visit Florida Partner Canadian Support Program Following the cancellation of Visit Florida's spring 2020 program, the agency plans to participate in the organization's 2020-21 partner mission and program. This is an opportunity to reach additional mainstream Canadian media by piggybacking on the Visit Florida outreach efforts. At this time, there are no details on exact dates or the format of the program; however, the expectation is that it is to take place in early 2021 as they will look to garner as much partner support as possible. Toronto will be one of the cities planned, with a second Canadian city to be confirmed at a later date. Generating Awareness Through News Releases (Canadawide) The agency will maintain a regular schedule of distributing news releases to help maintain top-of-mind awareness of the Florida Keys among Canadian media contacts. Beyond the news releases, a monthly "What's New" eBlast will be distributed, rounding up newsworthy information from each of the Keys' five districts. These eBlasts will be distributed to a curated media database of contacts covering a variety of mediums and topics. For any news item that requires a wider announcement, newswire distribution will be utilized. Canada Newswire service is the leading distribution service, with information going out to over 16,000 contacts. Editorial Media Outreach and Pitching (Canadawide) LMA will continue to focus on pitching and relationship building as part of its always-on media program. With ongoing outreach and readily available releases, the likelihood increases for being included within key print, broadcast and online stories. As consumers adapt to new travel guidelines and social norms, emphasis will be placed on highlighting motivating factors for Canadians to visit the Florida Keys. The adventure of driving along the Florida Keys Overseas Highway is beneficial as more Canadians look to travel by road. Sustainability and eco-conscious travel are always a great connection between Canadians and the Keys. The island chain's open spaces, room for seclusion and outdoor land-and-sea activities will be popular as travelers seek journeys that will help them rejuvenate from the recent isolation. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-39 .............................................................................................................................................................................................................................................................................................. Travel Association Event Representation (Toronto) The agency will continue to represent the Florida Keys & Key West at various monthly media networking events, whether "virtual hangouts" or physical events. Each association's events present opportunities to introduce or continue discussing the Keys and their pertinent aspects with media representatives. The travel-focused associations that the agency is involved with include: 1. Toronto Travel Massive: The Toronto chapter of the global Travel Massive blogger group. 2. Travel Media Association of Canada: Canadian's premier association for travel media and industry members. 3. Toronto Blogger Collective: A new group of influencers focused on growing the community of Ontario-area bloggers through promotion, training and awareness. 4. Society of American Travel Writers (Canadian Chapter): A North American association for travel writers, photographers and industry professionals. 5. PropelTO (Toronto Chapter): A group focused on new travel media and professionals entering the industry. Proactive Crisis Communications Support (Canadawide) Should the need arise, LMA will assist NewmanPR in executing crisis communications support to effectively manage media relations, help dispel any negative perceptions or misunderstandings, and share subsequent developments. As part of the process, the agency will maintain constant communication with the Florida Keys head office to determine the best course of action. LMA will use news release distribution and arrange for interviews with Keys spokespeople as appropriate to update media on the specific situation and recovery process. Market Scans and Additional Opportunities As the eyes and ears within the Canadian market for the Florida Keys team, LMA plans to continue providing updates that relate to any industry travel trends, unique competitor strategies or tactics and potential opportunities. As opportunities become available, the agency will discuss how they may work into existing media communications and events, dealing with each on an individual basis. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-40 .............................................................................................................................................................................................................................................................................................. 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 subcontracted agency Get It Across (GIA) of Cologne, Germany, will continue to be the prime focus of public relations activity for 2020-21. PR programs will continue to build on recent "Connect & Protect" messaging around the sustainability of Keys vacation elements and efforts to preserve and enhance the destination's natural environment. The core focus, however, will be on maximizing the unique appeal and major selling points of the Florida Keys & Key West for international travelers, supporting efforts to rebuild and re-energize the Keys' tourism economy in the post-COVID-19 world. Because the U.K. and Europe will require more time for a travel recovery to begin, NewmanPR will keep KBC and its European partners on a reduced fee basis for the first quarter of the fiscal year and plan to resume the full program and fee structure Jan. 1, 2021, given the return to normal travel patterns. Key Media Trends Impacting the European Media Campaign The European media landscape has been significantly impacted by COVID-19, which has intensified some longer-term trends while also bringing new considerations into play. 1. Severe reduction in advertising revenue has led to the closure of several media outlets, most notably Lonely Planet Magazine, and announcements by publishers of intention to close other titles or switch them to online-only formats. The U.K.'s leading travel trade titles, TTG, Travel Weekly and Selling Travel, all switched immediately to online-only format during the COVID-19 crisis and it is likely that their future print publication will be less frequent. In the German-speaking countries, a number of traditional titles such as travel magazine Abenteuer & Reisen have ceased their print runs and will rely on purely digital editions in the future. 2. Lockdowns across Europe have seen further deterioration in circulation of print newspapers and magazines, but also a dramatic rise in digital subscriptions, especially for national newspaper website paywall access and bespoke apps. This is accelerating the trend toward online consumption of news and feature content, with mobile access via smartphone and tablet ever more prevalent. PR outreach and output will need to be increasingly digital-focused. 3. Trust in established news brands — quality broadcasters and publishers — has continued to grow in the era of perceived "fake news" and disinformation. Publishers' Audience Measurement Company (PAMco) research illustrates clearly that consumers are returning to journalism, primarily in the online format, ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-41 .............................................................................................................................................................................................................................................................................................. with a 25 percent increase in trust in news brands and a 29 percent fall in trust in social media. Individual trust, however, appears to be largely invested in a small number of personally chosen news brands, rather than the sector as a whole. 4. Commercial partnerships with high-profile media brands have become increasingly influential and also increasingly versatile, blending sponsored print editorial, curated digital content, targeted e-newsletter inclusion, dedicated social media posts, editorial coverage from press trips, competitions and even consumer events. Building ongoing multiplatform relationships with targeted travel audiences through their favorite brands is likely to become a central part of overall destination marketing strategies. 5. In the broadcast arena, the "pay to play" trend continues in the U.K. Celebrity- fronted thematic travel shows still dominate, and on the cable and satellite channels brands and destinations are almost always required to part-fund in order to participate. With TV advertising revenue having fallen significantly due to COVID-19, it is anticipated that broadcasters will be driven even further toward offsetting the costs of programming. Meanwhile, on the U.K.'s high-audience terrestrial channels, such as the BBC and especially ITV, production companies working on travel shows are increasingly choosing to bypass in-market and even in-destination tourism representatives, often preferring to arrange shoots directly through local "fixers." This can be largely attributed to the fact that their productions are typically not traditional travelogue-style shows designed to explore destinations, but focus instead on placing celebrities in a series of situations designed to extract entertaining content, with the destinations serving as just a backdrop. 6. The COVID-19 crisis has forced travel editors to operate in different ways, largely by producing content aimed at inspiring audiences with ideas for future travel rather than encouraging imminent purchase, and by offering practical tips around the entire travel journey — from research to purchase to arrival. As the international travel recovery develops, trusted media sources will be of huge importance in reassuring consumers that the airlines, ground transportation companies, accommodations, attractions and in-destination experiences they covet have all taken the proper steps to help them stay safe. In the immediate future, these messages will assume great importance alongside destination inspiration. In the German-speaking markets, with "Stay at Home" campaigns prevalent, one particularly important aspect of future PR work will be to present the U.S. in general and the Florida Keys in particular as a destination with established COVID-19 safety and health protocols in order to better compete with trusted European travel destinations. 7. In the short term, as publishers attempt to mitigate the loss of several months' advertising revenue, travel editors' budgets are likely to be significantly restricted. PR professionals will need to work harder and pitch stronger, tailored story angles to secure interest in sending journalists on destination familiarization trips. Conversely, there are likely to be increased opportunities to work closely with editors to place editorial coverage without the need for a familiarization trip. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-42 .............................................................................................................................................................................................................................................................................................. 8. Freelance journalists are having to adapt to the new world and in the immediate future they expect to secure fewer commissions for new articles based on destination visits. In the COVID-19 recovery phase, it is likely that for new content many editors will minimize payment rates by turning first to freelance writers who are located in-destination. This will also reduce short-term costs for destination marketing organizations, who will not need to pay for international flights in these cases. There is also an opportunity for PR practitioners to work closely with freelance writers who have visited their destinations in the past, and may be able to repurpose their original notes into new articles for different media outlets at a lower payment rate — a proposition that would be attractive to cash- strapped editors. 9. As travel editors adapted their content during the COVID-19 crisis, reflecting an inspirational "dream now, travel later" theme, a range of new regular editorial formats was introduced. Successful PR practitioners secured strong coverage by pitching content tailored precisely to these new formats; such bespoke pitching, although more time consuming than traditional press releases, is likely to continue as the gold standard approach for securing coverage. 10.The recent trend toward roundups and "listicles," both in print and online, shows no sign of abating, especially since such content is inexpensive for editors. In the online environment the desire for easily digestible, short-form information means themed Top 10s, gallery-based content and short videos are increasingly popular. Although these offer travel brands and destinations regular opportunities to be featured, the advertising value equivalents associated with this type of content are typically significantly lower than with long-form travel features and storytelling. 11. Influencer marketing is at a crossroads. The era of high-ticket partnerships with bloggers and Instagrammers who boast huge follower numbers appears to be coming to an end, replaced by more cost-effective targeted partnerships with "micro-influencers" with smaller, more engaged audiences. Though fewer in number, research shows that micro-influencer followers are more willing to meaningfully interact and welcome inspiration. 12. Long-term trending themes to survive COVID-19 in the European travel and lifestyle media will include sustainability, authenticity, cultural interaction and immersion, traveling responsibly, wellness and rejuvenation, and even "digital detoxing." New themes are certain to include hygiene and personal safety, plus the life-affirming benefits of vacations. For a certain section of the market, namely older millennials, "Instagrammability" is another a factor in destination promotion. With much of 2020 likely to have been lost to long-haul international travel, significant pent-up demand from the major outbound European markets is expected for 2021. However, North American destinations will face fierce global competition to attract these travel-hungry consumers, and PR messaging will therefore focus on the core elements ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-43 .............................................................................................................................................................................................................................................................................................. of a Florida Keys vacation that will motivate visitors to choose the island chain over other destinations worldwide. Vacation elements that resonate strongly in the European markets include the unforgettable road trip on the Florida Keys Overseas Highway, being surrounded by pristine waters that are perfect for a range of sustainable activities and adventures, and Key West as the southernmost city in the continental United States — an island city closer to Cuba than it is to Miami. These "vacation hardware" elements will be supplemented in PR messaging by the laid-back Florida Keys lifestyle, which offers the simplicity and open-air relaxation likely to be highly prized by post COVID-19 travelers, in a destination that is authentic, inclusive, genuine and honest — not purposely built for mass tourism. Long-term Florida Keys & Key West themes of sustainable, responsible travel under the "Connect & Protect" banner and LGBTQ-friendly inclusivity under the destination's official "One Human Family" motto will continue to be strong messages for 2020-21, while greater focus will be placed on the upscale "luxury" sector, which alongside LGBTQ is anticipated to be among the leaders in the return to transatlantic travel. PR outreach will continue to reflect the growing trend of targeted story pitches, which have been achieving greater cut-through than the traditional press release format for some time. Creating impactful feature coverage through providing journalists with firsthand destination experience will remain at the center of the PR program, although modified to focus primarily on individual rather than group visits, while KBC and its associates will work closely with editors to maximize results given the likelihood of restricted freelance travel budgets in the immediate future. 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 built on authenticity and a laid-back island lifestyle. 2. Highlight the island chain's tourism touchstones that have particular appeal for European travelers: a road trip on the Florida Keys Overseas Highway, the pristine water-based environment of the Keys and the island city of Key West. 3. Reassure potential travelers that Keys lodging, dining, attractions, transportation and activity providers adhere to the highest standards of sanitation and hygiene after the COVID-19 crisis. 4. Showcase the sustainable tourism ethos and efforts in the destination through appropriate and unique Florida Keys & Key West experiences. 5. Continue to champion diversity in the Florida Keys & Key West, emphasizing the destination's welcoming attitude to all visitors and boosting desire to travel within the LGBTQ sector. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-44 .............................................................................................................................................................................................................................................................................................. 6. Build the destination's profile in the luxury sector, enabling the Florida Keys & Key West to capitalize on this high-value, travel-ready demographic. Activities Press Releases KBC will distribute a minimum of one press release to the U.K. and Irish market per month. Generally, these will either be based on Keys events, destination news or a themed story. The continuing trend toward multimedia content means that topics with strong imagery and/or video footage are given priority. Releases will be supplemented by a greater emphasis on tailored story pitches to individual outlets, which are now widely recognized as the most productive form of destination outreach that will inspire consumer desire to travel to the Florida Keys & Key West. Press releases produced in the U.K. are shared with all European markets and translated or localized 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 plans to secure and manage a minimum of 12 media visits to the Keys from the U.K. and Irish markets, with the focus on individual media visits rather than group trips. National broadcast and fast-growing specialist travel digital outlets will be prioritized, especially where Keys video content can be seeded or generated. Traditional high- circulation print media outlets will also be targeted, along with travel trade outlets and media covering the luxury and LGBTQ sectors. Potential participating journalists will be courted through regular dialogue including webinars and video conferencing, which have become ubiquitous in the U.K. and will assist in managing expenses associated with media outreach. Visits are to focus on distinctive, coveted elements of the Florida Keys & Key West vacation experience: the adventures to be found in the different districts along the Overseas Highway, the relaxation and rejuvenation of being surrounded by water, and cultural and atmospheric experiences in Key West. Special Project: Dual-Nation Irish Media Mission Taking into account the strength of the Irish outbound travel market to Florida, and with Ireland's economy reported to be in a positive position to recover from the coronavirus crisis, KBC will undertake a media mission to Ireland in spring 2021 to promote the Florida Keys & Key West to top-tier journalists across the Irish media landscape. This will build on the work undertaken in the Irish market following the launch of Aer Lingus' direct Dublin-Miami service in 2017. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-45 .............................................................................................................................................................................................................................................................................................. In Dublin, KBC will meet with at least eight media outlets or journalists and update them on recent Florida Keys news, developments and upcoming opportunities to collaborate. The trip will strengthen existing relationships and generate new dialogues, because a number of new travel editors are in place at the national media outlets in Ireland since the Keys team's last visit to the city. The goal will then be to encourage firsthand visitation for Irish media to the Florida Keys in order to create "hero" travel features in print and online, as well as creating opportunities for editorial inclusion that do not require a hosted trip. In addition to visiting Dublin, KBC will extend the trip to include Belfast in Northern Ireland as there are a number of target outlets based in the city and no face-to-face media outreach has been undertaken there in recent years. To align with the wider focus of targeting luxury and LGBTQ travelers, KBC will work to ensure meetings are undertaken with a range of media contacts that cover those sectors. The twin-city media mission will take place over three days, with two days in Dublin and one in Belfast. Special Project: Building Travel Trade Confidence with Selling Travel Reflecting the importance of the role of frontline sales staff and travel advisors in reassuring consumers about the safety, practicality and core appeal of visiting specific destinations, KBC is planning a paid Florida Keys & Key West campaign with leading travel trade publication Selling Travel. This will encompass four one-page sponsored articles in Selling Travel magazine, produced both in print and digital form, running in four consecutive monthly issues from October 2020. Article themes and content will reflect previously identified key motivators for travel to the destination: the iconic road trip along the Florida Keys Overseas Highway, the "sea and sky" feel of being surrounded by water and the adventures it offers, and the laid-back island city of Key West. The fourth article will retain and enhance the destination's long-term focus on sustainability through "Connect & Protect" initiatives. As appropriate, given the timing and circumstances in the destination, articles will reference steps taken by Keys tourism businesses to ensure memorable, meaningful and health-conscious vacations for visitors from the U.K. and steer travel advisors toward the recently enhanced Key Lime Academy training program. All articles will be reproduced online on SellingTravel.co.uk as a dedicated educational library for travel agents and tour operator sales staff, and each will be promoted in Selling Travel's e-newsletter to readers. Added-value elements include promotion of articles in Visit USA trade newsletters, which are curated and distributed by Selling Travel, plus a dedicated Florida Keys & Key West video interview to be undertaken at a strategically advantageous point and hosted on the SellingTravel.co.uk website. Published monthly, Selling Travel is the U.K.'s leading travel trade training magazine, with more than 14,000 copies reaching an audience of more than 67,000 travel professionals including retail travel agents, homeworkers, online agents, tour operator reservations staff and contracting teams. E-newsletters are produced twice a week and ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-46 .............................................................................................................................................................................................................................................................................................. distributed to more than 19,000 active e-mail addresses, with an average open rate above 15 percent. With many competing Florida destinations withdrawing from the market until early 2021, this project represents a tactical opportunity for the Florida Keys & Key West to gain an early head start on attracting visitors in 2021. Special Project: LGBTQ and Luxury Partnership with OutThere With the LGBTQ and luxury sectors expected to be among the earliest to travel internationally in significant numbers after COVID-19, KBC plans to build the profile, resonance and desirability of the Florida Keys & Key West by partnering with a cutting- edge media platform that reaches both sectors at once. OutThere is a quarterly experiential magazine and brand with an extremely loyal following among the upscale segment of the LGBTQ community. Over the past 10 years it has grown to become a benchmark for discerning luxury travelers, and a go-to source of inspiration for their life journeys. A partnership with OutThere will give the Keys great cachet with this high-value, high-yield audience, helping the destination to maximize its immediate potential for fast, lucrative rebuilding of ex-U.K. visitation. OutThere is a multiple award—winning publication whose key statistics include 66,000 printed copies of each issue of the magazine, which is published quarterly and reaches approximately 198,000 readers per issue. Seventy percent of readers are based in the U.K. and Ireland, while 53 percent are paid subscribers. The publication's website, OutThere.travel, attracts 258,000 unique monthly users, with 50 percent from the U.K., while its regular e-newsletters reach 32,000 verified recipients. Seventy-five percent of readers are in the 30-59 age range with a median age of 39. Their average annual household income is very high at $203,000. Focusing on the best, most luxurious experiences the Keys have to offer, an OutThere writer-photographer will spend a week on location in the destination to produce a "Florida Keys Destination Special" feature of a minimum of six pages for the spring 2021 issue of the magazine. Appearing in print and digitally via the publication's smartphone and tablet app, with an on-cover reference to the Florida Keys, the feature will consist of a minimum of five individual stories drawn from luxury lodging reviews, LGBTQ "personality" interviews and destination-focused upscale experiences and themes. While in the island chain, OutThere's writer-photographer will gather additional Keys material and stories for further use, with at least one supplementary editorial feature to be published; format and timing for this will be at OutThere's discretion based on the storylines and content gathered. All Florida Keys stories will be uploaded to OutThere.travel, filed under its existing Florida destination page, with each story promoted to OutThere's 64,000 high-value social followers via Instagram Stories, Facebook, Twitter and Linkedln on an agreed schedule. On Instagram, an exclusive Keys nine-grid layout will be developed showcasing images from the stories collected with a link-in-bio to stories, to go live two ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY ` JEST I COME AS YOU . `�'') K-47 .............................................................................................................................................................................................................................................................................................. months after print publication of the "Florida Keys Destination Special" feature to drive renewed interest for summer and fall 2021. Additional multimedia content, including Keys and featured partner videos, imagery and galleries, can be added to the digital stories. Special Project: IMM London TravMedia's International Media Marketplace (IMM) is among the leading media networking events in the U.K. and is now a two-day event held in London's QEII Centre. KBC believes IMM 2021 will be particularly important for destinations as the travel media continues its recovery and evolution following COVID-19. KBC will represent the Florida Keys & Key West at this event in March 2021, with the opportunity to prebook up to 56 meetings with targeted travel writers, editors, influencers and broadcasters to introduce the destination, discuss potential opportunities to work together and plan individual media visits. Meetings will take place in a Keys-branded booth, while the prestigious TravMedia Awards evening event offers the possibility for further valuable networking. Germany, Austria and Switzerland Implementation Objectives In the post-COVID-19 German-speaking markets, the overriding messaging for the Florida Keys & Key West will be "open spaces," emphasizing that the destination offers plenty of room on land and water for travelers. Ecotourism, sustainability and nature, as well as organic and local food, will be general topics addressed in all aspects of GIA's PR activities. The aim is to encourage vacations that highlight individual experiences, once-in-a-lifetime adventure and living in harmony with nature. Broad objectives will be to: 1. Grow multiplatform coverage through traditional print titles that now offer digital content on both mobile and desktop platforms. 2. Grow and increase engagement with the destination's German-speaking social media following through regular interaction, including Facebook Live sessions introducing Keys experiences and giving followers a chance to ask questions about the island chain. 3. Increase the Keys' profile to special-interest audiences via dedicated media outlets including culinary, diving and eco-tourism; particular target audiences will be the luxury and LGBTQ sectors. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-48 .............................................................................................................................................................................................................................................................................................. 4. Support the efforts of the Keys sales team by raising the destination's profile via targeted travel trade media outlets, with specific focus on the online travel training programs offered by the Florida Keys & Key West. Introduction Historically, the Florida Keys & Key West have been one of the most popular destinations in Florida for German-speaking travelers. Germans, Swiss and Austrians appreciate the authenticity of the Keys, with its "island life" Caribbean feel combined with American service delivery. While this is not going to change, much depends on the return of airlift into Florida from the German-speaking countries. GIA fully expects Lufthansa to re-establish its Frankfurt-Miami service during 2020, and is reasonably confident that Swiss Air Lines will re-enter the Miami market with flights from Zurich before or during 2021, but is not expecting a quick return of Austrian Airlines' Vienna-Miami service. PR activities, particularly media visits, will need to be enacted around the direct or one-stop airlift available. Activities Press Releases GIA will distribute at least one release per month to a broad selection of media outlets and journalists, either adapting pieces produced by KBC for the German-speaking markets or creating dedicated press releases and pitches. Releases will focus on the attributes of the Florida Keys & Key West that are deemed likely to increase presence in A-list, special interest and niche media — print as well as digital. Individual Media Visits GIA plans to secure a minimum of 12 journalists, micro-influencers and bloggers from Germany, Austria and Switzerland to travel to the Keys in fiscal year 2020-21 on individual visits. National broadcast and fast-growing specialist travel digital outlets will be prioritized, especially where Keys video content can be seeded or generated. Traditional high-circulation print media outlets also will be targeted. The overall goal of individual press trips will be to produce outstanding and measurable print and online articles and social media features about the Keys in the German- speaking markets. An additional objective is to generate articles for special-interest magazines; topics of interest include diving, eco-tourism and sustainable travel, luxury, LGBTQ, culinary and family. Social Media: Facebook Page and Group Management GIA will continue to produce three to five organic posts per week for the German- language Florida Keys & Key West Facebook page, with each of the destination's five districts regularly featured, and a "Sustainable Sunday" focus each week. While the ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-49 .............................................................................................................................................................................................................................................................................................. Facebook group shows positive interaction and steady growth, the Facebook page continues to suffer due to the changed Facebook algorithm that restricts the reach of organic posting. To ensure that the Keys' planned high concentration of social media output reaches the German-speaking audience, GIA plans to include two paid posts per month. Each month one paid post will feature a strong visual of the destination, while a second will aim at promoting the Keys' Facebook page itself. GIA will also go live regularly on Facebook to present a general overview of the Keys, one of the five districts or specific themes such as Keys cuisine or film locations. This increased direct engagement ensures an even closer bond with Keys fans and followers who are able to ask specific questions about the experiences and practicalities involved in visiting the destination. Special Project: Thanksgiving Media Dinner in Hamburg or Dusseldorf GIA will hold its annual Thanksgiving Media Dinner Nov. 26, 2020, in Hamburg or Dusseldorf to present the Florida Keys & Key West to a group of personally invited media. Twelve to 15 travel journalists will attend to receive first-hand information on the island chain, network and discuss cooperation possibilities. GIA will focus on the outdoors, nature, sustainability and luxury topics as talking points for the Keys. Special Project: LGBTQ Media Brunch at ITB Berlin The annual LGBTQ Media Brunch at ITB Berlin in March 2021 is designed for all journalists and media who are interested in LGBTQ tourism. Members of the media and bloggers will get together in a relaxed atmosphere to meet with destinations and suppliers of specific products to find out about the latest news and developments in the LGBTQ sector. GIA will represent the Florida Keys & Key West, presenting Key West as a must-do legacy trip for the international gay traveler. Another important message will be the inclusive, welcoming environment offered by the Keys, guaranteeing very comfortable and relaxing vacations — exactly what the LGBTQ target group is looking for. Special Project: "My Florida Keys & Key West" Facebook Competition To engage and expand the Keys' German Facebook group, GIA will run a social media competition based around user-generated itinerary suggestions, with the prize to be a five-day "Sea and Sky" themed vacation for two. The "My Florida Keys & Key West" competition will run in the German Facebook group and be highlighted on the group wall, where members actively and regularly contribute content about the island chain for fellow users to view and engage with. For example, members ask other users for ideas on where to go and what to see in the Keys, share existing knowledge of the destination and post eye-catching imagery of past vacations to the Keys to inspire others. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-50 .............................................................................................................................................................................................................................................................................................. The competition will run over four weeks early in 2021, once German-speaking travelers are comfortable and reassured about returning to long-haul travel: • Week One: Members will be asked to share their top three Florida Keys vacation experiences with the group, including details of accommodations choices, activities and restaurants, supported by photo or video content. • Week Two: The competition closes; GIA will then collate all itinerary entries into a consistent format and narrow the finalists down to select the seven best sets of suggestions. • Week Three: Each day, a different set of "top three" suggestions will be shared with group members as inspirational content for engagement. • Week Four: Keys Facebook group members will have a full week to vote for their favorite set of destination vacation suggestions. At the end of the week, the set with the most votes will be deemed the winner and its creator will be awarded a vacation for two to the Keys. GIA will organize two return flights to Miami for the winner and will work with NewmanPR to create an itinerary inspired by the winner's original suggestions, with a strong emphasis on open spaces and the feeling of being surrounded by water. To encourage more social media users to join the Florida Keys group and engage in the competition, GIA will promote this activity via a short series of paid posts on the Florida Keys & Key West German Facebook page. Special Project: A Virtual Journey through the Florida Keys Capitalizing on the new trend of video conferencing with journalists, GIA will host a 45- minute media webinar on the Florida Keys, taking participants on a virtual journey through the island chain. The event will be specifically designed to provide up to 150 travel writers, editors, broadcasters and social influencers with specific knowledge about the destination, its five districts, leading motivators for travel, sustainability successes and inspiring story ideas for "hero" coverage. The webinar will be accessible free of charge to members of the travel media in Germany, Austria and Switzerland, and will be moderated by GIA's Florida Keys team: Marcel Sprenger, Julia Hovelkamp and Markus Elter. Special Project: IMM Berlin TravMedia's International Media Marketplace (IMM) is established as the premier global event program connecting tourism destinations and brands with travel media. GIA will include IMM Berlin, to be held in March 2021, as a core element of media outreach efforts in the German-speaking countries for the upcoming fiscal year. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-51 .............................................................................................................................................................................................................................................................................................. As an exhibitor, the Florida Keys & Key West will have its own dedicated branded table to meet with top travel journalists, editors and broadcasters to showcase the Keys' product offerings and latest news. With a single-day "speed-dating" format, IMM represents an excellent opportunity to generate multiple media leads at relatively low cost. Special Project: Supporting Sales Efforts Via a Trade Media Partnership In line with efforts to support the German Florida Keys & Key West sales team by raising the destination's profile among targeted trade media outlets, GIA will initiate a paid partnership offering multiplatform coverage with one of the leading German trade publications. Running in the first quarter of 2021, the partnership will involve print and online sponsored editorial features on the destination, promoted through e-newsletters to travel agents and tour operators, encouraging them to participate in the Keys' online travel training programs and regular GIA sales webinars on the island chain. This holistic approach will position the Florida Keys & Key West at the forefront of travel advisors' minds as a responsible destination, educating them about key messages and the latest trade-relevant developments and inspiring them to sell the Keys to their clients. Titles under consideration are Germany's three premier trade publications: FVW, Touristik Aktuell and ReiseVor9. GIA will have discussions with each title in October 2020 to determine which outlet will be best placed to support the Keys in the post- COVID-19 trade landscape. China During fiscal year 2018-19, NewmanPR contracted with DragonTrail, a China-based digital marketing firm, to establish marketing to Chinese visitors. The firm created a basic la- eys.cn mobile-friendly website that is written in Mandarin, complies with Chinese law and resides on a server within the "Great Chinese Firewall." Both NewmanPR and Two Oceans Digital worked with Dragon Trail to achieve this goal. Dragon Trail also initiated a Florida Keys presence on WeChat, one of two primary Chinese social media channels. Agency suspended social messaging to potential visitors on WeChat on Feb. 7, 2020, shortly after President Trump blocked travel from China due to coronavirus. The agency also dramatically reduced the workload and fees to DragonTrail. Consequently, agency and the TDC have determined that expenditures for Chinese marketing efforts should continue to be curtailed during fiscal year 2020-21. The destination is to simply maintain its presence through the website la- eys.cn. Newman PR can make changes to enhance activity if it is deemed worthwhile. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') K-52 .............................................................................................................................................................................................................................................................................................. Measurability Through financial analysis and data measuring tools from contracted resources, NewmanPR quantifies tangible editorial coverage results and communicates the value of intangible efforts, such as increased credibility resulting from favorable editorial coverage or from a targeted niche media outlet. NewmanPR contracts with print, broadcast and social media analytical services that monitor public relations efforts. The agency frequently presents results at TDC meetings to provide a return on investment (ROI) understanding of the PR program. In addition, the agency frequently provides the TDC with analysis of various media projects that include the dollar value of coverage received. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') K-53 ............................................................................................................................................................................................................................................................................................... Public Relations Expense Budget for Fiscal Year 2020-21 Domestic PR Expenses U.S. Press/Blogger trips expenses (individuals and groups).................................... $85,000 Domestic media conferences/potential sales support at shows ..........................$25,000 Domestic-sponsored bloggers/influencer fees ....................................................$35,000 Crawford Entertainment syndicated TV (final payments) ....................................$50,000 WP BT Art Loft .................................................................................................. $15,000 Other broadcast television show production support ..........................................$35,000 Online/social media video productions ...............................................................$35,000 FacebookLive .................................................................................................... $10,000 Dallas initiative (postponed from 2019-'20) .........................................................$25,000 Keys Arts' Connections Project ............................................................................$3,000 Special events support ..................................................................................... $25,000 Domestic distribution (online press room monthly fee, newswires, etc.) ............$10,000 Additional generic video/still photo acquisition ...................................................$25,000 Spot news coverage ........................................................................................... $30,000 Keys Traveler Magazines (production and printing) ...........................................$20,000 LGBT market PR stringer.................................................................................. $30,000 Stringers' Expenses ..............................................................................................$5,000 AmEurop Visitor Assistance Program (comes from PR budget) ........................$20,000 Website/Social Media Editor ............................................................................. $57,750 Social media contests/boosting expenses........................................................... $35,000 Resources .......................................................................................................... $40,000 Subtotal for Domestic.....................................................................................$615,750 Canada PR Expenses Canada annual sub-agency fee (service contract) .............................................$51,000 CanadianNews Wire.............................................................................................$3,200 Individual press trip support (virtual and physical)...............................................$12,000 Weather Network promotion................................................................................$23,500 ZoomerRadio ..................................................................................................... $13,000 Influencer Ambassador Program.........................................................................$11,000 GroupMedia Fam ............................................................................................... $16,000 Toronto and Montreal Virtual Media Missions .......................................................$3,500 Visit Florida media event.......................................................................................$3,500 TMACconference .................................................................................................$3,250 Resources........................................................................................................... $12,875 Subtotal for Canada........................................................................................$152,825 UK/European PR Expenses 2020-21 UK/European annual sub-agency fee (service contract) ..................................$170,625 Irish Media Mission ............................................................................................. $2,500 Selling Travel Media Partnership ..........................................................................$4,000 ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) K-54 ............................................................................................................................................................................................................................................................................................... IMMLondon. .........................................................................................................$4,000 OutThere Luxury LGBTQ Partnership.................................................................$13,000 German Social Media boosting and Contest.........................................................$5,500 Berlin Thanksgiving Media Dinner............................................................................$400 German Virtual Keys Media Webinar.......................................................................$400 ITB LGBTQ Brunch ...............................................................................................$2,500 IMMBerlin.............................................................................................................$2,500 German Trade Media Partnership.........................................................................$3,500 UK/Europe press visit expenses............................................................................... $75,000 Resources .......................................................................................................... $15,000 Subtotal for UK/Euro.......................................................................................$298,925 Chinawebsite .....................................................................................................$2,500 News/social media monitoring reporting services (evaluation process) ....$14,624 Total PR Expense Budget for FY 2020-21 ...............................................................$1,084,624.00 ............................................................................................................................................................................................................................................................................................................. THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-55 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... October 2020 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC 2021 Keys Fishing All/F Tournament Schedule ReConnect Social Contest ALL "Keys Traveler" Magazine: ALL ReConnect ReConnect Video ALL Production and Debut "Connect with Keys Life" ALL Web Section Dev. Fla. Governor's Conf. ALL SATW Nat'l Convention ALL All-American Road ALL Adventure RV Press Trip INTERNATIONAL UK/Europe Releases Selling Travel Partnership ALL German "My Florida Keys ALL & Key West" FB Comp. Canada Weather Network ALL Integrated Promotion Canada Influencer ALL Ambassador Program 1 Canadian E-Release EVENTS Southernmost Marathon 1 Goombay Festival 1 Zombie Bike Ride 1 KW Songwriters Fest 1 UW Pumpkin Carving V Fantasy Fest 1 Headdress Ball 1 KW Paddle Classic 1 Stone Crab Eating Contest 0 111 REEF Fest 0 V/D Key Largo Music Festival 0 V Peterson's Poker Run 0 11 thru V Islamorada Fall All-Tackle 0 IV/F Bonefish & Permit Sugarloaf Showdown 0 11/F Ladies, Let's Go Fishing! 0 IV/F and Tournament 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-56 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... November 2020 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Winter'20-'21 ALL (release in December) 2021 Events Highlights ALL Holiday Events Roundup ALL LGBTQ Indiv. Media Visits ALL ReConnect Release and ALL Blog Series Overseas Experience Trail ALL Creation Begins INTERNATIONAL UK/Europe Releases Canadian E-Release World Travel Market ALL German Berlin Media ALL Thanksgiving Dinner Canada Influencer ALL Ambassador 2 Canada Zoomer Radio ALL Outreach Campaign EVENTS Key Largo Bridge Run V Dive Museum 15th Anniv. IV/D/C Exhibit; History/Immerse Yourself Lecture Series So. Fla. Symphony 2020- I/C 21 Season Release KW Powerboat Races 1 Key West Pride 1 Stoli Cocktail Classic 1 Conch Republic Cel. 1 Taste of the Islands III SMART Ride 1 Key West Film Festival I/C Big Pine/Lower Keys II/C Island Art Festival Cheeca All-American IV/F Backcountry Tournament Sugarloaf Showdown 11/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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-57 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... December 2020 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Meetings ALL Annual Issue Multicultural Heritage ALL Release Production "Highway to the Sea" Web ALL Pa a Design Beg. INTERNATIONAL UK/Europe Releases Canadian E-Release UK OutThere Media Visit ALL and Partnership Toronto and Montreal ALL Virtual Media Missions Canada Influencer ALL Ambassador Program 3 EVENTS Key West Triathlon 1 Conch Republic Cel. 1 cont'd. New Year's Eve ALL Celebrations KW Dachshund Walk I New Year's Eve Shoe 1 Drop Islamorada Half Marathon IV KW Home/Garden Tours I/C FL Keys Holiday Fest IV Holiday Boat Parades ALL Stock Island Boat Parade II/C and Taste Tour Key West Holiday Fest I/C and Inn Tours Islamorada Sailfish T'ment 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-58 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... January 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission Present Wrap Video, Coverage/ Umbrella FAM or Release Social Results Support TDC Regular Meetings DAC Regular Meetings DOMESTIC "Connections Project" ALL Gallery Creation Begins Eco-Ambassador Social ALL Video Contest IMM ALL INTERNATIONAL UK/Europe Releases Canadian E-Release UK Visit USA Meet the ALL Media Networking German Virtual Keys ALL Journey Webinar Canada Influencer ALL Ambassador Program 4 EVENTS OIRF Home Tours I/C Orange Bowl Classic V Pops in the Park Concerts 0 IV/C Uncorked Food &Wine 0 0 IV/V Fla. Keys Celtic Fest 0 0 III/C Baygrass Bluegrass Fest 0 0 IV/C Island Boat Show 0 III Soldier Ride 0 ALL Key West Half Marathon 0 0 1 Big Pine Nautical Expo 0 11 Key West Literary Sem. 0 I/C Kelly McGillis Classic 0 1 Key West Craft Show 0 I/C Master Chefs Classic 0 I/C Mile 0 Fest 0 1 Fla. Keys Seafood Fest 0 1 KW Food &Wine Festival 0 1 Cheeca Presidential Sailfish 0 IV/F Tournament Key Largo Sailfish T'ment. 0 V/F KW Kingfish Mayhem 0 I/F Key West Fishing 0 I/F Tournament Begins 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-59 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... February 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC Cultural E-News Issue ALL/C Miami Boat Show (Media) ALL All-American Road Mini- ALL Video Series Production LGBTQ Listicles Creation I, ALL "Connections Project" ALL/C Gallery Debut/Promotion INTERNATIONAL UK/Europe Releases Canadian E-Release German Trade Media ALL Partnership Begins EVENTS Saltwater Sportsman Nat'l IV/F Seminar Series Upper Keys Garden Walk V Coral Head Music Festival III Presidential Family Forum I/C I Love Stock Island Fest II/C KWBGS GardenFest I/C KW Garden Club Tours I/C Winter Star Party II Cuda Bowl I, II/F "Connections Project" ALL/C Mural Tour Debut 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) K-60 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... March 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Spring 2021 ALL All-American Road 3- ALL Month Social Posts Begin INTERNATIONAL UK/Europe Releases Canadian E-Release ITB (Germany) and ALL LGBTQ Media brunch IMM London ALL IMM Berlin ALL Canada Visit Florida ALL Partner Media Event EVENTS Sombrero Beach Run III Conch Shell Blowing I/C Contest Key West Best Fest I/C Fla. Keys Island Fest IV Tennessee Williams I/C Birthday Celebration Marathon Seafood Fest III Bay Jam IV/C Jimmy Johnson's IV/F Championship Fishing Week March Merkin Tournament I/F Jim Bokor Islamorada All- IV/F Tackle Bonefish & Redfish Shootout 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-61 MON OE COL.1f T'Y T'OURIST DEVELOPMENT' COUNCIL, 2020..202I MARKETING PLAN ............................................................................................................................................................................................................................................................................................... April 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC Dry Tortugas Video Prod. 1 Cultural Milestones One- ALL/C Sheet Production Connect& Protect ALL Individual Media Visits "Fish and Ships" ALL/D Dive/Snorkel Social Posts INTERNATIONAL UK/Europe Releases Canadian E-Release Canadian Group FAM Trip ALL UK Dublin/Belfast Media ALL Mission EVENTS UW Easter Egg Hunt V Earth Day Events Release ALL Afro Roots Festival Series 1, IV/C Begins Taste of Key West 0 1 Seven Mile Bridge Run 0 111 Bay Jam 0 IV/C Mote Marine Ocean Fest 0 I' ll Florida Keys Island Fest IV Conch Republic 1 Independence Celebration 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME S YOU ARE`) K-62 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... May 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC All-American Road E- ALL News Special Issue Overseas Experience Trail ALL Blog Series IPW ALL Update Hurricane Plan ALL Hurricane Preparedness ALL Industry Workshop INTERNATIONAL UK/Europe Releases Canadian E-Release EVENTS KW Songwriters Festival 1 Key West Paddle Classic 1 Papio Kinetic Sculpture 1 Parade Key Largo's Original Music V Festival Truman Symposium 0 I/C Minimal Regatta 0 1 Tarponian Tournament 0 III/F Marathon Offshore Bull 0 III/F and Cow Tournament Golden Fly Tarpon T'ment 0 IV/F Skippers Dolphin 0 V/F Tournament Nick Sheahan Dolphin 0 V/F Rodeo 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-63 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 2020-2021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... June 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Summer 2021 ALL Landscapes/Seascapes ALL Photo Contest Begins Luxury/Wellness Media ALL Individual Visits LGBTQ Individual Media I, ALL Visits IPW Show ALL Dive Video Content ALL/D Update Project What's New Wellness and ALL Luxury Issue Media Visits with ALL Emergency Management INTERNATIONAL UK/Europe Releases Canadian E-Release Canadian TMAC Media ALL Marketplace EVENTS Key West Pride 1 Stoli KW Cocktail Classic 1 FKCC Swim Around Key 1 West Mystery Fest Key West I/C Coralpalooza V/D Big Pine & Lower Keys 11/F Dolphin Tournament Ladies Tarpon Fly IV/F Tournament Ladies Dolphin T'ment IV/F Ladies Let's Go Fishing! IV/F Screamin' Reels Tourney IFC Captains Cup 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-64 ............................................................................................................................................................................................................................................................................................... July 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC #PlasticFreeJuly Social ALL Messaging INTERNATIONAL UK/Europe Releases Canadian E-Release EVENTS Underwater Music Festival II July 4 Events Roundup ALL KW Mermaid Festival 1 Key Lime Festival 1 Mel Fisher Days 1 Hemingway Days Festival 1 Hemingway 5K Run and 1 Paddleboard Race Key West Marlin I/F Tournament Del Brown Permit I/F Tournament 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-65 ............................................................................................................................................................................................................................................................................................... August 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Fall 2021 ALL INTERNATIONAL UK/Europe Releases Canadian E-Release EVENTS Coral Reef Spawning ALL/D Key West Lobsterfest I Tropical Heat 1 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-66 MONROE COUNTY TOURIST DEVELOPMENT' COUNCIL 20202021 MARKETING PLAN ............................................................................................................................................................................................................................................................................................... September 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC NLGJA Annual ALL Convention date TBA Keys Traveler Magazine ALL Story Selection, Writing INTERNATIONAL UK/Europe Releases Canadian E-Release EVENTS Womenfest 1 Key West Brewfest 1 Heroes Salute Weekend III REEF Lionfish Derby V/D Conch Scramble IV Swim for Alligator Light IV Robert James Sales I/F SLAM Tournament Herman Lucerne Back- IV/F country Championship Take Stock in Children V/F Backcountry Challenge 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 require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) K-67 FILM COMMISSION �VwY�i r 4 } MR w � a �yv ra The FloriddKeys &Key St ® 47p come as you are �o ado � Ma athor Key West Big Pine Key&The Lower Keys .............................................................................................................................................................................................................................................................................................. L. FLORIDA KEYS & 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, while creating a positive 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, the Florida Keys natural setting is unique and cannot be re-created elsewhere. More often than not, producers consider the 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 office 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 and COVID-19 Like most other industries, the film and entertainment industry has been hard hit by COVID-19. It has brought filming activity around the world to a screeching halt. And while Hollywood has been in Iockdown, there are encouraging signs that filming activity is starting to return. Statewide, there are productions starting to film in the major production hubs like Orlando, Tampa/St. Pete and Miami. Most production has been limited to small cast and crews as the industry works through new polices and procedures that are part of the cost of doing business in a post COVID world. One advantage that the Florida Keys has moving forward is that there is a decided lack of enthusiasm for international business travel right now in the film production arena. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') L-1 .............................................................................................................................................................................................................................................................................................. The past few years productions have been moving around the world chasing film incentive money. Now, the creatives involved in the production are very resistant to flying outside of the United States and spending months away from their families. While Los Angeles and New York will keep a bulk of the work that can be done on sound stages, filming locations like the Florida Keys offer unique and exotic backgrounds that cannot be found anywhere else inside the United States. More producers are doing virtual scouting of locations and our recent push to get updated photography of locations across the Keys will pay dividends in this new virtual pre-production phase that the film industry has embraced. We will look to continue our efforts as a viable resource that producers can utilize to help find those perfect locations for their productions in the coming year. Goals for 2020-2021 1. Re-develop our website Film Keys.com to focus on virtual scouting and production support. 2. Build our online location database to include video content. 3. Assist the sales team in developing a video library of virtual site visits for attractions and accommodations in the Florida Keys. 4. Host the Film Florida Annual meeting in June of 2021. 5. Increase our Social Media presence and grow followers. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') L-2 .............................................................................................................................................................................................................................................................................................. Implementation Re-Develop the FilmKeys.com Website A film office website is usually the first stop for producers looking for potential filming locations. Additionally, the website is the one stop source for current film permitting requirements and local crew recommendations. Our current website was developed years ago and is starting to show its age. I will be working with our internet partner, Two Oceans Digital, to update the site with a more modern look and feel and with a more functional approach. We will be utilizing the current best practices in website development and implementation including creating a mobile friendly site and adhering to all ADA requirements. The new site will be very video and image heavy and highlighting behind the scenes footage from past productions that have filmed in the destination. Online Location Database Our online database not only works as a local resource for us, but it ties directly into both the state film office database as well as the nationwide location database that our provider Reelscout hosts. In fact, the state film office launched a smartphone app last year that includes all of our locations in it thanks to the database integration we implemented last year. Updating Location Content Any online location database is only as good as the locations in it. As an example, the St. Pete Film Commission has over 10,000 locations in its database. While we do not 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. Our current location database focuses on locations that we know producers are always searching for: state parks, beaches, historic buildings, and of course, our many bridges. This year we intend to continue to update our location database with a focus on unique Keys locations that could be a substitute for taking a production overseas. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') L-3 .............................................................................................................................................................................................................................................................................................. Develop a Video Library of Virtual Site Visits In my life prior to accepting the position of Film Commissioner, I worked in production as a producer and a video editor. During the COVID slowdown, I have been able to utilize these skills to help produce video content for the sales team to help meet their marketing objectives in this changed landscape. I will be working hand in hand with the sales team on their goal of developing a video library of virtual site visits to the Florida Keys. Traditionally, travel agents and tour operators would do a "fam trip" in order to familiarize themselves with the various attractions and accommodations in a specific destination. Because of COVID, most of that travel has been curtailed but the need remains for these travel agents and tour operators to know about the destination in order to effectively sell it. I will take on the role of in-house video producer / editor to assist the sales team in creating this content. I will take over the technical aspects of producing the content so the sales team can concentrate on crafting the sales message. Maintain our Social Media Presence 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. Also, as productions finish up and move to air, we can use our social media presence to promote those shows and further expand the PR and tourism benefit of having these shows film here. I will maintain and update our social media presence online with updates throughout the year. I will also share content with the state film office as well as other Florida based destination film offices in a social media cross-promotional effort. 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 in Florida. This past year we have been a very active member going on several trade missions with Film Florida, attending the 2020 legislative session in Tallahassee to push for a state film incentive. Notably, I was re-elected as co-chair for the Film Commission committee at our recent annual meeting. We will renew our membership in Film Florida for the 2020-2021 fiscal year. Also, our film office, in conjunction with Film Florida, will organize co-branded marketing missions ............................................................................................................................................................................................................................................................................................................. THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') L-4 MONROE COUNT'Y T'OURIST' DEVELOPMENT' COUNCIL 2020-2021 MARKET'ING PLAN .............................................................................................................................................................................................................................................................................................. to significant production hubs in the United States, including Los Angeles and New York when appropriate. Hosting the 2021 Film Florida Annual Meeting Every year, the Film Florida Annual meeting is hosted in a different location and is a wonderful opportunity to showcase that region to the working men and women of the Florida film industry. We had planned to host the 2020 Annual meeting here in the Keys but because of COVID, the meeting was moved online this year. For 2021, we have been asked to host the annual meeting in Key West. Sometime in mid to late June of 2021 we will play host to the executive board and the general membership for two to three days of meetings while showcasing the Florida Keys to the members of Film Florida. Industry Trade Shows, Film Festivals and Sales Missions Trade shows are venues where the Film Commission office 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 gain access to decision makers very high up in entertainment companies; executives we would have a hard time reaching in any other way. While a lot of our trade shows, film festivals and sales missions were canceled or moved online this year because of COVID, we anticipate a return to normalcy sometime in the 2020/2021 timeframe. 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 at various film festivals and sales missions. Targeted attendees are producers, directors, and executives in the independent film, television and advertising industries. Attendance at the following industry trade shows, film festivals and sales missions are proposed for the fiscal year 2020 — 2021: ............................................................................................................................................................................................................................................................................................................. THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') L-5 .............................................................................................................................................................................................................................................................................................. American Film Market / Location Expo November 3rd — 8th, 2020: Over 7,000 industry professionals from more than 70 countries attend AFM in Los Angeles every year. They include acquisition and development executives, agents, directors, distributors, financiers, film commissioners, producers, writers, and all those who provide services to the motion picture industry. Location Expo is a part of AFM and is designed for Film Commissions, facilities and government agencies from around the world to network and pitch decision makers in the film and television industry. FOCUS December 7th — 9th, 2020: We plan on 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. NAPTE Miami January 19th — 21 st, 2021: NAPTE Miami Conference brings content creators together in both the scripted and unscripted spaces with content buyers, distributors, advertisers, and influencers from around the globe. NAPTE takes place right in our back yard and is a great show to pitch international producers. Real Screen Summit — New Orleans January 25th — 28th, 2021: 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 proximity allows us to pitch the Florida Keys directly to key decision makers. South by Southwest March 12th — 19th, 2021: 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. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') L-6 .............................................................................................................................................................................................................................................................................................. Los Angeles Mission March 29th — April 2nd, 2021: 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. This event, known as AFCI week, is very well attended by the production executives at the major Hollywood studios and independent producers as well. New York Mission April 14th — 21 st, 2021: 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 production executives mingle with producers who grew up in or were educated in Florida. Slamdance Miami May 28th — June 1st, 2021: Slamdance Festival is one of the premier film festivals to showcase and support emerging independent filmmakers. Slamdance takes place every year during the Sundance Film Festival in Park City, Utah but they will be expanding this year to host a brand new film festival in Miami emphasizing the multicultural and diverse communities of Florida, the Caribbean, Central and South America, and beyond. Produced By June 7th — 10th, 2021: This trade show put on by the Producers Guild in Los Angeles provides an opportunity to approach heads of production, producers, and directors in a business 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. Toronto International Film Festival September 1st — 9th, 2021: TIFF is one of the premiere film festivals in the world and draws industry participants from across film and television. In conjunction with 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 entrants in the festival. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA 5 & KEY WEST ST I COME AS YOU . `�'') L-7 MONROE COUNT'Y T'OURIST' DEVELOPMENT' COUNCIL 2020-2021 MARKET'ING PLAN Ciniposium September 20th — 24th, 2021- Ciniposium is a global conference put on by AFCI in Los Angeles and is led by screen industry experts which brings Film Commissions and industry leaders together to discuss topics around creativity, policy and economic development. 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. 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 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 have the ability to strongly influence the outcome of a location decision. Location Shoots When a film, television, video or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance, dependent upon the need of the company. This assistance may include helping with permitting, facilitation of discussions and meetings with government officials, law officers, owners or managers of businesses and lodging 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 unforeseen requests. The Film Commission office also provides information and assistance to the lodging, crew and property owners in the Keys, if they have questions or concerns regarding the shoot. Information is provided as to what to expect, and what to ask for from a production using their property. The Film Commissioner intends to facilitate a successful ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE�) L-8 .............................................................................................................................................................................................................................................................................................. experience for the production company, local crew, and facilitate a positive economic impact for the community. Public Relations Opportunities The Film Commissioner will continue to work with Newman PR and industry publications, as well as publicists for production companies, to identify PR opportunities in print and broadcast media for the Florida Keys & Key West as allowed by the production. Advertising Opportunities The film office works with Tinsley Advertising to produce hi-quality and creative messaging 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 break down of which production companies have utilized the Florida Keys as a location is submitted as part of the TDC reports. This breakdown includes room nights per production and budgetary numbers when known. We also try to include the total number of locals hired when that information is available. ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST ST I COME AS YOU . `�'') L-9 .............................................................................................................................................................................................................................................................................................. Budget FY 2021 Film Industry Trade Shows and Events .......................................................... $41,000 Registration and Show/Event Expenses TravelExpenses................................................................................................$25,000 Air Fare, Lodging, Meals, In-county mileage Duesand Fees...................................................................................................$10,000 Association of Film Commissioners International, Film Florida Location Promotion ..........................................................................................$10,000 Promotional materials, vehicle rentals (boat/helicopter and auto rental for location scouts) and escorting location shoots Website/Social Media........................................................................................ $15,000 The Florida Keys & Key West website, Reel-Scout database, Maintenance and support OfficeExpense ..................................................................................................$12,000 Communications.................................................................................................$2,250 Postage, office phone, shipping. E & P for Production Executives........................................................................$2,000 Location Content...............................................................................................$15,000 Photographer, Location Site Surveys Film Festival Promotions..................................................................................$37,750 Total.................................................................................................................. $170,000 ............................................................................................................................................................................................................................................................................................................. THE FLORIDA5 & KEY WEST I COME AS YOU . `�'') L-10 Mirm r a - H -E-7", zor . I ' I ow sow low, - 1 - 1 - �A! ;'�;�'"�' � �' '►� �. ,"' � _ram. r. +� .. , ' „ ' 44 The FloriddKeys &Key� st come as you are �o ado � Ma athor Key West Big Pine Key&The Lower Keys .............................................................................................................................................................................................................................................................................................. M. Market Research In the simplest terms, marketing research tells us where we are going, how to get there and how to know we have 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 to inform the development and execution of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g. tropical cyclones, economic downturn, environmental crisis, etc.). 5. To coordinate with other staff departments, the agencies, and the public and private sectors, in the provision and use of applied, actionable research; to inform the destination marketing decision making processes and measure effectiveness. 6. To identify insightful, timely, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators and interpret the overall trends in the context of our destination. 7. To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. ............................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) M-1 .............................................................................................................................................................................................................................................................................................. GOALS: The 2020-2021 goals of the Market Research program are: 1. Develop an annual economic impact of tourism to the Florida Keys & Key West by the 2019 calendar year with comparisons to the 2018 study completed by Rockport Analytics. 2. Develop an LGBTQ+ market study. 3. Develop Covid-19 assessment, visitor forecast and recovery scenario analysis. 4. Increase the scope and methods of data collection in tracking the effectiveness of advertising, sales, public relations, internet, and film. 5. Review, update, and re-launch the Visitor Profile Intercept Study. 6. Develop a website visitor behavior analysis. Research Methods Every research study begins with the formation of a question; what do we need to know? Once this has been established, the methodology available to answer the question is identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed-methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in- depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, the findings can offer a far more in-depth understanding of the target's perspectives or opinions than is otherwise obtainable through quantitative surveys. Qualitative research can provide insights into the underlying research problem to better develop quantitative research for conclusive data. Quantitative research focuses on numbers, logic, and the objective; providing quantifiable responses to a specific question obtained from a statistical sampling of a target population. While quantitative data collection techniques can vary depending on the sampling design and the type of information to be collected, the traditional empirical quantitative technique in market research is the survey questionnaire. By administering a survey to a random sample of a population, one can draw inferences about the behavior of an entire population. The medium by which the survey is implemented can include mail, telephone, face-to-face interviews, e-mail, mobile devices, and the web. ............................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU 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 wealth of data gleaned from the Key West Business Guild's Gay and Lesbian VIS database. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographics, party composition, expenditures, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. `Special topic' questions will be added on an as-needed basis. Smith Travel Research data will continue to be utilized to gauge lodging industry performance. This includes: a monthly occupancy, average daily rate and RevPAR report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon, and Monroe County excluding Key West; and weekly reports on daily occupancy, average daily rates and RevPAR for Monroe County, Key West and the Middle and Upper Keys combined. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. Additionally, we will use Key DataTravelclick's Demand 360 reporting which provides forward looking occupancy average daily rates and RevPar for lodging properties. Monthly report will overview occupancy average daily rate, and RevPar for Monroe County as a whole. VisaVue International Traveler data will be utilized to track visitation and spending patterns of international visitors to the Keys. Combining VisaVue data with other data sources, projections will be made as to total visitation by country of origin and economic impact. VisaVue Domestic Traveler data reports will be utilized to track spending by domestic origin market, identifying our most lucrative origin markets. ............................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) M-3 .............................................................................................................................................................................................................................................................................................. Fulfillment of 2020-2021 Research Goals: 1. Recently, Rockport analytics conducted a study which provided analysis that translated the contribution made by visitors to Monroe County GDP, jobs, wages, and tax receipts. This analysis focused on tourism in 2017 and 2018. We will repeat this analysis with additional comparison to 2019. 2. According to Travel and Leisure LGBTQ+ travelers now account for approximately $70 billion in the U.S. travel industry. We will create a study to deeply examine the LGBTQ+ visitor and their travel nuances. The general areas of study will include planning behavior, frequency of trips, booking behavior, safety concerns, accommodation preference, and use of social media platforms. The study will also assess attitudes, brand perception, and barriers to visitation. 3. The Covid-19 pandemic has clearly taken an enormous toll on 2020 visitor activity and leisure and travel-related business. We will conduct a study which will provide an assessment of jobs losses and business impact since the start of the pandemic. Emphasis will also be placed on shifts in air travel, international travel, and the use of travel agents. Additionally, we will measure sentiment around the reopening and recovery and develop forecast for the Florida Keys & Key West. 4. An ongoing goal of the research department is to increase the scope and methods of data collection. We will expand our methods in the following ways: a. We will work with accommodation partners to increase participation in STR reporting. A special emphasis will be in District Two which has not had enough hotelier participation previously to isolate results specifically for that district. b. We will expand on our reporting with Travelclick's Demand 360 forward looking report to include our five district submarkets. Also added to this reporting will be guest point-of-origin. c. We will replace our AirDNA reporting with Key Data reporting as this company has vacation rental data submitted directly via property management systems as well as screen scrape data. 5. As mentioned earlier, Intercept interviews will continue to be the cornerstone of our research efforts with respect to actual visitors. We will take a deeper dive into our visitor questionnaire to ensure we are gathering relevant and actionable data. 6. The Florida Keys and Key West is in the process of redeveloping our visitor website. Upon completion, we will develop a website visitor behavior analysis to ensure user friendliness and engagement is maximized. ............................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST ST I COME AS YOU ARE`) M-4 .............................................................................................................................................................................................................................................................................................. 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 ST I COME AS YOU ARE`) M-5 .............................................................................................................................................................................................................................................................................................. Market Research Budget Market Research Budget Visitor Profile Study $ 125,000.00 Occupancy and ADR reports STR $ 30,000.00 Travel Click Demand 360 reports $ 45,000.00 nSight and nCompass $ 12,000.00 Visa Vue Credit Card reports $ 15,000.00 Key Data Vacation Rental Reports $ 30,000.00 Project Resources $ 274,500.00 LGBTQ+ $ 44,500.00 Covid-19 assessment $ 40,000.00 Economic Impact Study $ 40,000.00 Website analysis $ 8,000.00 Other Project Resources and Salary $ 142,000.00 Purchase of secondary Secondary Research research $ 25,000.00 Online and mobile survey software,tableau and additional software Operations upgrades, survey incentives $ 25,000.00 Memberships,telephone, postage, computer equipment, conference/seminar Misc attendance $ 18,500.00 Total $ 600,000.00 ............................................................................................................................................................................................................................................................................................................... THE FLORIDA 5 & KEY WEST ST I COME AS YOU ARE`) 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. ..................................................................................................................................................................................................................................................................................................................................... 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Some of the criteria or techniques that can be used or may be 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 • Travelclick Demand 360 • Focus group studies • Economic & tourism indicators • AT&T call reports • Bed tax revenues report • Sales tax revenues report • Airport arrivals and cruise ship/ferry passenger counts • Internet marketing click-through counts • Google analytics Web Analysis • Web site user demographics reports • Web site brochure and video downloads • Social Media user demographic reports • Social Media monitoring and analysis • Electronic sales lead tracking • European agencies' reports • Ad testing • Trade partners and industry survey (meaning surveying travel trade & lodging sales staff) • Conversion studies • Online surveys or mobile surveys • Branding and perception research 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. ..................................................................................................................................................................................................................................................................................................................................... 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