Item E4
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: SEPTEMBER 20, 2001
Division: TDC
Bulk Item: Yes
No
Department:
AGENDA ITEM WORDING:
Approval is requested for the 2002 TDC Marketing Plan
ITEM BACKGROUND:
After review and approval by each of the District Advisory Committees and two
reviews by the TDC, the FY 2002 Marketing Plan was unanimously approved by
the TDC at their July 25, 2001 meeting.
PREVIOUS REVEL ANT BOCC ACTION:
The SOCC approved the FY 2001 budget at their meeting of September 21,
2000.
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST:
BUDGETED: Yes
No
COST TO COUNTY:
REVENUE PRODUCING: Yes
No
AMOUNT PER MONTH
Year
APPROVED BY: County Arty
OMB/Purchasing
Risk Management
DIVISION DIRECTOR APPROVAL:
(Lynda Stuart)
DOCUMENTATION:
Included
To Follow
Not Required
DISPOSITION:
AGENDA ITEM # al-ELJ
Revised 2/27/01
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Table of Contents
Section One: The Mission of the TOC
I. Vision Statement...................................................................................... A-2
II. Purpose of Plan ................ ............ ........... ....... ......... ...... ....... .... ............... A-3
Section Two: Situation Analysis
I. Product Analysis ....... ...... ...... .................... ........ ... ..... ...... ...... ........ .... ....... B-1
II. Position Analysis......... ......... ............. ... ........ ........ .... ... ... .......... ..... .... ... .... C-1
III. Prospect Analysis ...... ... ..... .......................... ...... ..... ........ ....... ......... ......... 0-1
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.......................................................................................... ... J-1
iii. Public Relations ... .... ....................... ............................................. K-1
iv. Film Commission...... ....................... .............. ..... ..... ..................... L-1
v. Research...................................................................................... M-1
Section Four: Evaluation.. ............... ........... ...... ... ......................... ............. N-1
Monroe County Tourist Development Council 2001-2002 Marketing Plan
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.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Purpose of the Plan
The nature of the marketplace dictates that a comprehensive marketing approach is
needed by the Monroe County Tourist Development Council if it is to remain competitive
and to have a lasting impact on the development of tourism for the Florida Keys. Our
program must also balance sustainable tourism with improvements to the quality of life of
our residents.
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 TDG's mission.
b. Analysis of the current situation.
c. Marketing program goals and objectives.
d. Marketing division strategies and implementation.
e. Evaluation criteria.
The Monroe County Tourist Development Council's 2001-2002 Marketing Plan sets the
guidelines on how the revenues of the three penny (3%) bed tax (Florida Statutes 125.0104) on
visitors will be allocated for the marketing of the Florida Keys and Key West.
Two penny revenue is broken down in the following manner: 5% state mandated reserve
(Florida Statutes 129.01); 7% of the net revenue may be used for program administration; 65% of
the net revenue is utilized for generic promotion and advertising; the remaining 35% of the
net is used for funding events, public relations and consumer mail fulfillment.
The third penny revenue is broken down in the following manner: 5% state mandated
reserve (F.S. 129.01); 3% of net revenue may be used for program administration. The
remaining third penny revenues may be allocated within the following five categories:
visitor information services; capital projects; special events and district specific advertising
and promotion. District Advisory Committees representing the five districts within Monroe
County make recommendation for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Section Two: Situation Analysis
Descriptive profile of the Florida Keys
I. Product Analysis
. The Florida Keys is the premier get-away destination located at the Southernmost
tip of Florida and the continental United States.
. Tourism is the Florida Keys' main industry - with a current permanent population of
around 81,000. The Keys' business sector and residents are dependent on the
economic contribution of the day and overnight visitors to the Keys.
. The Florida Keys are easily accessible by land transportation. The primary mode of
travel for visitors to the Keys is by auto. (72%)
. The Florida Keys are accessible by air. (7.1%) By cruiseship (21%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, TWA and United connections), Delta Comair, US Air, Cape Air and
Airways International. Special jet charter service is available at Key West
International airport.
2. Marathon Airport also services the Florida Keys. This full service facility can
handle private, commercial and chartered flights.
3. Miami International Airport is the second largest international airport in the United
States. The Fort Lauderdale/Hollywood International airport serves millions of
travelers all over the world. Domestic and international travelers to the Keys can
fly into these airports and travel by car or bus into the Florida Keys.
. Total commercial flights availability in the two Florida Keys airports are
approximately 140 (daily) which vary by season. (Key West airport annual capacity
- 70,000 arrivals/departures - Marathon airport annual arrivals/departures capacity -
100,000)
. Ground transportation to and from the Florida Keys is available by Greyhound
(scheduled in line transportation from Miami International Airport through to Key
West); shuttle services; major car rental agencies; and limousine services. Local
transportation by taxi and shuttles; and Key West offers public buses, unique
trolleys and a sightseeing train.
. There are ferry services from the west coast of Florida that have daily departures
and convenient downtown arrivals into Key West.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
I. Product Analysis - continued...
. The Florida Keys hosts a variety of accommodations. Accommodations in the Keys
for vacationers or business travelers include full service hotels, motels,
condominiums, guest houses (inns), beach cottages, licensed seasonal home
rentals and house boats. The TDC estimates there are 15,000 rooms available.
. The Florida Keys camping and recreational facilities are plentiful.
Florida Park Service:
Bahia Honda State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
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
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuaries:
Florida Keys National Marine Sanctuary
Key Largo National Marine Sanctuary
Looe Key National Marine Sanctuary
licensed camping sites by district: Key West - 317; Lower Keys - 963;
Marathon - 364; Islamorada - 360; Key Largo - 400 for a total 2,404
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
I. Product Analysis - continued
. The Keys boasts a variety of restaurants providing the visitor with a myriad of
dining pleasures including seafood specialties; ethnic cuisine; local delights;
continental and fine dining.
. Night life in the Keys offers diverse entertainment. Local and internationally
recognized talent adds to the unique experience of the Keys.
. The Florida Keys offers the best fishing opportunities anywhere in the world with
over 500 I.G.F.A. world records. Private charter trips are available throughout
the Florida Keys in Florida Bay, Atlantic Ocean and the Gulf of Mexico for either
back country, flats fishing to deep sea/offshore fishing on a daily basis and by
reservations. Visitors can also enjoy wading, pier and bridge fishing.
. The Florida Keys hosts the only living coral reef in the North America. Exploring
the living reefs of the Looe Key National Marine Sanctuary, named after the
H.M.S. Looe which ran aground here in 1744, the John Pennekamp State Park
and the National Marine Sanctuary together with the many artificial reefs along
the Keys provides the ideal snorkeling or diving experience.
. The cultural heritage of the Florida Keys offer visitors an array of live theater, arts
& craft festivals and is home of many noted authors and painters.
. 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 the highest of visitor activities.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Position Analysis
In analyzing the Florida Keys' product for leisure tourism and meeting business, it is
important to identify the current positive aspects of the destination as well as considering
those areas which may, by improvement, enhance the Keys' position in the global
marketplace.
1. Strengths and assets
. temperate year-round climate - warm winters
. friendly, 'laid-back' image
. great natural resources to promote ecotourism
. historical and cultural heritage
. many sightseeing attractions
. safe environment
. best fishing resources in the world
. number one dive destination
. unique RV camping locations
. excellent dining available
. only living reef in North America
. unique accommodations
. Southernmost point of the continental US
2. Weaknesses and liabilities
. lack of consistency in room quality
. lack of direct flights from principal markets
. negative perception of seasonal storms
. value versus cost
. lack of traditional sandy beaches
. traffic congestion
. lack of convention and meeting facilities
. airline service to Marathon Airport
. awareness of Marathon Airport
. changes to availability of transient accommodations
. current water quality issues
. lack of stable service personnel resources
. employment turnover rate
. lack of affordable housing
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Position Analysis, continued...
Our market competition are the other destinations that compete with us in any of the
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gay travel, ecotourism, in-state travel and other
specialty markets. We must compare our competition's coverage, budget and
demographics to our own and how it relates to industry results.
Based on competitive analysis, techniques such as trend analysis, market share analysis,
market buildup and test marketing are broadly employed to help position ourselves within
the market.
Our position as an ideal cultural and historical tourism destination, sets the background for
a marketing campaign to highlight the unique character and attractions of the Florida Keys.
Cultural and historical tourism is travel directed towards experiencing the arts, heritage,
history, foods, ethnicity, architecture and other things including ttw natural environment
that contributes to the special character of a place. We intend to Dring this kind of travel
experience to the forefront of our campaign.
We will develop more diversity in multicultural marketing communications. Culturally
relevant communications builds relationships, and relationships build brand awareness.
Research over the past few decades has consistently shown the multicultural consumers
respond best to messages and images that reflect an insight into their culture and the
unique ways they perceive the product or service. We must focus on developing diverse
marketing promotions and programs where each group is recognized as an integral part of
the overall marketing effort.
Alternative transportation will be an essential point of our marketing this year to help relieve
the traffic problems. More focus on air and possible ferry service, and making visitors
aware, that once they are in the Keys, there are a number of alternative means of
transportation, which would include shuttles, public busses, taxis, pedi-cabs, tour trains,
trolleys, bicycles and of course, sightseeing on foot.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Website
This year we will continue to focus on the expanded development, marketing and service
of our website. Our website has become the most important marketing tool that we have in
the promotion and service to the potential visitor. All of our advertising will include the
website address. The visitor can learn about the destination and be able to download what
information the person needs to make their plans for travel.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographies of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world.
The marketing of our site is very important to the overall plan. We must think of our site as
a product, and the content as product lines.
We will market the site through the normal media placement and by specialized Internet
advertisement. We will do banner ads, click-throughs, keyword search, affiliate site
programming, direct e-mail and other electronic marketing to the site.
Website service after the potential visitor finds the site becomes the final and most
important stage in determining a visit. We must design a site that provides the user with
the kind of service comparable to the corner market in one's neighborhood - simple,
precise and personable. As our site expands with more destination information, users will
not have the patience to scan through four or five links just to get to the right area of the
site. The site needs to be more intelligent and guide users to where they want to be; they
need to make the users feel welcome.
Instead of merely broadcasting to a massive and anonymous audience, a website can
narrowcast to meet the specialized needs of each incoming user. The more specific the
audience definition is, the more interesting, and useful the site becomes to its visitors,
which, in turn, allows for more efficient and direct marketing.
We will be able to track Internet marketing to our site. You are able to see how the visitor
came to the site, either by banner, click-through, site address or by link. There are
software programs that may be used to track the user and create a unique database that
includes biographic, demographic, and web-surfing behavior information for each individual
user as they travel through the site.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
III. Prospect Analysis
The Monroe County Tourist Development Council is charged with the responsibility of
identifying target markets which, primarily based on research, have generated the highest
return for investment for the destination. Strategic programs implemented by the TDC to
target these markets are outlined in this document from Section Three: Marketing
Strategies and Implementation.
1. Domestic Markets
. Primary
. Florida (Dade, Broward, Palm Beach, Pinellas, Hillsborough, Lee,
Collier, Orange)
. New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Texas, Minnesota, Indiana
. Secondary
. Connecticut, Virginia, North Carolina, Maryland, South Carolina,
Alabama, Wisconsin, California, Missouri, Massachusetts,
2. International Markets
. Primary
. Germany, United Kingdom, Canada
. Secondary
. France, Italy, Spain, Netherlands, Switzerland, Austria, Japan,
Scandinavian countries, and South American countries of
Argentina, Brazil and Chile
3. Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism
D. Fishing
E. Diving
F. Gay/Lesbian
G. Mature
H. Honeymoon
I. Boating
J. Multi-Cultural Markets
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
4. Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. TravelfTrade Industry
1. travel agents
2. tour operators
3. wholesalers
4. travel writers
5. motor coach operators
6. airlines
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetings/Incentives/Business Travel
Market Segments
Diving and Snorkeling
The year-round temperate climate of the Florida Keys makes diving and snorkeling
enjoyable in any season. The clarity of water provides excellent visibility and the
variety of reef structures including the only living reef in North American attracts
visitors to the Keys.
Fishing
We offer the greatest variety of fishing in the world. Twelve months a year visitors
can compete in tournaments or simply enjoy a day on a charter boat excursion.
Historic/Cultural
The historic and cultural influences within the Florida Keys entices and marvels
visitors. The architecture, art, music and historical tours turns the Keys into a
number one sightseeing educational adventure. Our research shows that visiting
historic places and museums consistently falls in the top for activities participated in
by domestic and international visitors.
Gay/Lesbian
The gay and lesbian market represents a broad perspective that spans national
cultural and language barriers. The gay market has a diversified travel experience
with discretionary income. There is currently a large expansion of this niche market
within the travel trade industry.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Mature or Senior (Retired)
Mature individuals (50+) account for nearly 25% of the total US population. This
group is growing rapidly due to the aging of the 'baby boomer generation'. The
financial power of mature consumers, coupled with their tendency to have more
leisure time available for travel and their growing numbers make this segment one of
particular strength. We will develop the opportunity to target upscale retired persons
who can travel Sunday through Thursday.
Ecotourism
Eco-travelers are a fast growing specialty interest group and should be considered
an excellent target market. They are a responsible visitor from whom we can profit,
but also will respect our natural resources. Whether it is camping, birdwatching,
wildlife sightseeing, water related activities (diving, fishing, etc.) or learning the
nature based heritage of the Florida Keys, this market is perfect for our destination.
Ecotourism or nature-based tourism, acts on the principles of traveling to natural
areas with the intentions of preserving the environment and the cultures associated
with the region.
Honeymoon
The honeymoon market is a potential market that strengthens our 'off-season'
(summer). Most marriages and honeymoons are during the summer months and
September. Florida is the most popular honeymoon US destination. Honeymoon
trips will average 8 days with higher than normal expenditures.
Meeting/Incentive Business
The meetings and convention market segment remains fairly strong and significant
part of some of the large properties having meeting room space. It is important to
understand there are many options available within the meeting business market.
The incentive travel business has increased in the past few years in the Keys.
Soft-Adventure
Adventure travel is one of the fastest and most interesting travel available to the
consumer. Soft-adventure travel throughout the Florida Keys would include biking,
snorkeling, kayaking, camping, diving, sport fishing and other related activities that
seek exciting and sometimes risky experiences.
Boating
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for
all kinds of events such as boat shows, races and any watersports activity. Whether
the visitor rents, charters or uses their own boat, there are marinas from one end to
the Keys to the other, to give the visitor a great boating experience.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
IV. Promotional Analysis - Activities Planning
1 . Special Events
The Florida Keys hosts various annual activities and special
events. This year events and activities include:
. Yachting Key West Race Week - Key West - January
. Art Key West - Key West - January
. Int'I Midwinter Championship Regatta - Key West - January
. Green Sweep Volunteer Workday - Marathon - January
. Outdoor Art Show/Florida Keys Art Guild - Key Colony Beach -
January
. Florida Keys Renaissance Faire - Marathon - January
. West Marine Winter Warm-up Sail - Marathon - January
. The Monumental Brass Quintet - Marathon - January
. Florida Watercolor Society Art Show - Marathon - January
. Business & Professional Women's 5-K Run - Marathon - January
. San Pablo Parish Festival- Marathon - January
. Marathon Garden Club Flower Show Preview - Marathon -
January
. 'Paws for a Cause' Pet Walk to Pigeon Key - Marathon - January
. Upper Keys Seafood Festival- Key Largo - January
. Pigeon Key Art Festival- Marathon - February
. Winter Festival at Marathon Airport - Marathon - February
. Art Festival at Gulfside Village - Marathon - February
. Bay Jam - Key Largo - April
. International Sejong Solists - Marathon - March
. Art Festival at Key Colony Beach - Key Colony Beach - March
. Marathon Chamber & Organized Fishermen Seafood Fest
Marathon - March
. Art Festival at San Pablo Church - Marathon - April
. 7 Mile Bridge Run - Marathon - April
. Pridefest 2002 - Key West - May/June
. Key West Theater Festival- Key West - June
. Key west African American Heritage Festival- Key West - June
. Poker Run - Miami - Key West - Key West - September
. The Offshore Worlds Boat Racing - Key West - Oct./Nov.
. Key West Super Boat World Championship - Key West - Nov.
. Cuban American Heritage Festival- Key West - Oct./Nov.
. Corvettes In Paradise - Islamorada - November
. Fantasy Fest - Key West & Lower Keys - October
. Key West Super Boat World Championship - Key West -
November
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
2. Fishing Tournaments
. Hogs Breath King Fish Tournament - Key West - January
. Key Largo Sailfish Challenge - Key Largo - January
. Holiday Isle Sailfish Tournament - Islamorada - January
. Pursuit/Grady White Sailfish Tournament - Marathon - January
. Captain Leon Shell Billfish Tournament - Marathon - February
. Islamorada Women's Sailfish Tournament - Islamorada - February
. Islamorada Mackeral Madness - Islamorada - February
. Del Brown Invitational Permit Tournament - Key West - March
. Islamorada Spring Bonefish Tournament -Islamorada - March
. Key West & Lower Keys Fishing Tournament - April thru November
. Sunset Tarpon Tournament - Marathon - April
. Pilot House Dolphin Tournament - Key Largo - April
. Texaco Key West Classic - Key West - May
. IGFAlRolex Inshore Tournament -Islamorada - May
. Coconuts Dolphin Tournament - Key Largo - May
. Cudjoe Gardens Dolphin - Lower Keys - May/June
. Cuban American Heritage Tournament - Key West - June
. Key West Gator Club Dolphin Derby - Key West - June
. Big Pine & Lower Keys Dolphin Tournament - June - Big Pine Key
. Fathers Day Dolphin Tournament - Marathon - June
. Gold Cup Tarpon Tournament - Islamorada - June
. Don Hawley Tarpon Tournament -Islamorada - June
. Key West Marlin Tournament - Key West - July
. Geiger Key Marina Dolphin Tournament - Key West - July
. Holiday Isle Dolphin Tournament -Islamorada - July
. Little Palm Island SLAM - Big Pine Key - August
. S.L.A.M. - Key West - September
. Baybone - Key Largo - October
. Islamorada All Tackle Tournament -Islamorada - October
. Ladies, Lets Go Fishing Tournament -Islamorada - October
. Take Stock in Children Tournament - Key Largo - October
. Redbone - Islamorada - November
. Florida Keys Gold Cup Tournament - Islamorada - November -
January
. Captain Don Gurgiolo Sailfish Tournament -Isla. - December
. Islamorada Sailfish Tournament -Islamorada - December
. Islamorada Jr. Sailfish Tournament - Islamorada - December
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
3. Historical, Cultural and Entertainment Attractions
. Art of the Oaks - Key Largo - January
. 42nd Annual House & Garden Tours - Key West - Jan/Feb/March
. Florida Keys Renaissance Faire - Marathon - January
. Key West Literary Seminar - Key West - January
. Key West Craft Show - Key West - January
. Pigeon Key Art Festival - Marathon - February
. Pigeon Key Jazz Festival - Marathon - February
. Old Island Day Art Festival - Key West - February
. Rain Barrel 22nd Annual Arts Festival - Islamorada - March
. 18th Underwater Music Festival - Big Pine Key - July
. Red Barn Theatre - Key West - October - September
. Barley's Bay Festival - Islamorada - July
. Tennessee Williams Fine Art Center Founders Society - Key West
- August - May
. Women Fest Key West - Key West - September
. Oktoberfest - Big Pine Key - October
. Florida Keys Birding & Wildlife Fest - Marathon - October
. Waterfront Playhouse - Key West - October - September
. M. Fisher Museum Montana Smith - Key West - October - July
. Key West Pops Orchestra - Key West - October - July
. Indian Key Festival - Islamorada - October
. Marathon Community Theatre - Marathon - November - August
. Island Jubilee - Key Largo - November
. Key West Symphony Orchestra - Key West - Nov/Feb/Aug
. Key West Jazz Festival - Key West - December
. 15th Annual Island Art Fair - Big Pine Key - December
. Pirates in Paradise - Key West - November/December
. Impromptu Theatre - Key West - Nov/Jan/Feb/March
. Key West Writer's Workshop - Key West - Jan/Feb/March
The promotion of special events and attractions not only draw attention to a destination,
but also have an economic impact on that destination, depending on the length of the
event, the use of hotel rooms, restaurants, etc., and the number of outside visitors
attending the events or attractions. The type of event yields different visitor profiles and
expenditures, which may be complimentary to the market as a whole.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
4. 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. These projects must have as one of its main purposes the
attraction of tourists to the area. The capital projects must be to a publicly owned and
operated facility or owned and operated by a not-for-profit organization and open to the
public.
Capital improvements can also include beach improvements, maintenance, renourishment,
enhancements and clean up where there is public access to the area.
Capital projects are very significant to the marketing of the awareness and image of a
destination. It is important within the descriptive profile of our product that we have public
facilities such as museums, recreational areas, beaches, monuments and other historic
and cultural attractions for our visitors.
Another important aspect to funding public facilities and areas is that these projects and
improvements are not only beneficial to our visitors, but also to the residents of Monroe
County.
We have developed a three to five year capital projects plan for each district community.
The District Advisory Committees, with input from Monroe County, local municipalities,
chambers of commerce and general public, have formulated a vision of what each
community would like to see developed or maintained by the county. We have committed
thirty (30%) percent of our annual revenues to capital projects.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Section Three: Program Planning
I. Program Development
I. Overall Marketing Goals (measures of accomplishment)
a. Develop overall program which balances the county's economic
viability while preserving the environment and quality of life for
residents
b. Increase number of capital improvement projects
c. Expand cultural and historical campaigns
d. Increase Internet advertising program.
e. To increase visitor expenditures
f. To increase longer stays
g. Increase marketshare of international visitors
h. Increase group and incentive meeting business
i. Create a comprehensive public relations program for markets
outside of the United States.
j. Increase awareness of the Keys to the film industry for
promotional opportunities
k. Increase diversity of multicultural marketing
I. Develop special District co-op advertising workshops
m. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs
n. Increase the awareness and air service development of the
Marathon Airport
o. Increase Gay travel market
p. Develop program to track advertising and conversion to visiting
q. Develop direct targeted marketing program based upon current
statistical data
r. Increase co-operative efforts with Visit Florida Tourism
programs
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Top Marketing Priorities
a. Strengthen year-round tourism program
b. Develop top-of-mind awareness of the Florida Keys as the
premier get-away destination to the US and international
markets
c. Promote markets that will have the most significant positive
economic impact on the lodging industry
d. Promote historical, heritage, ethnic and artistic cultural tourism
e. Promote ecotourism and soft-adventure
f. Development of capital projects and improvements
g. Promote the Fishing Industry
h. Promote the Dive Industry
i. Promote Gay/Lesbian Market
j. Identify and market to the visitor with the highest average daily
expenditure for longer stays
k. Develop international markets
I. Promote attractions
m. Promote awareness of the Marathon Airport and development
of direct flight service in the Florida Keys
n. Promote special events
o. Diversity in multicultural marketing communications
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Resources (to execute program planning)
a. Board: Monroe County Tourist Development Council
b CAe's: Monroe County District Advisory Committees
C. Staff:
. Marketing Director - Senior executive executing the goals,
objectives and policies set by the TDC
. Office Manager - responsible for daily operation of the
Administrative Office - monitoring budgets
. Director of Sales - responsible for coordination of sales as
directed by TDC
. Director of Research - responsible for the coordination of
research as it relates to requirements of TDC
. Administrative Assistant - responsible for the coordination of
daily office duties through the direction of Office Manager
. Finance Assistant - responsible for annual report, reviews
invoices & reimbursement requests, assistance in other
areas of operation
. Administrative Secretary - responsible for reception,
telephones, assisting with meeting preparation and general
office duties
. Sales Assistant - provides clerical and secretary support to
the Sales Department
. Sales Managers - responsible for special market segments
and their performance
. Film Liaison - bring awareness of the Florida Keys as a film,
television, video and print location and to assist and support
to production shooting in the Keys
d. Training:
Staff training and development is another process within our program. Employee
development is a continuous process of reviewing basics and learning new materials and
techniques. Training can help reduce employee turnover by increasing productivity,
motivation and job satisfaction.
The kinds of training include departmental orientation, market knowledge and market
techniques.
The Governor's Conference on Tourism offers many educational opportunities within their
program that include sales, research, tourism marketing and administration.
H-1
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's is going to establish
educational initiatives with its membership.
The Florida Commission on Tourism and Visit Florida are planning to develop joint tourism
marketing workshops to help service the industry.
The Hospitality Sales and Marketing Association International has workshops and a Florida
Keys charter who meet regularly and presents speakers, networking and educational
opportunities for staff.
e. Agencies of Record
1. Tinsley Advertising - Advertising
2. Stuart Newman Associates - Public Relations
3. FloridaKeys.com - Website Provider
f. Support Agencies
1. Cellet - United Kingdom and Germany (sales)
2. McCluskey Associates - United Kingdom,
Germany, France and Italy (PR)
3. The Market Share Company - Key West, FI. -
(fulfillment)
H-2
Monroe County Tourist Development Council 2001-2002 Marketing Plan
g. Budget (as legislation directs)
FY 2002 TDC THREE PENNY BUDGET
$21,055,119* preliminary
2%
IIIAdvertising - $6,851,694 - 32.6%
DSales/Mkl - $737,620 - 3.5%
IIAdmin/Overhead - $563,100 - 2.7%
IIUrmrellaslEvents -$1,697,093 -8.1%
II Captial - $5,589,129 - 26.5%
o Emergency - $2,999,889 - 14.2%
IICty Cost Allocation - $189,000 - .9%
32.6%
. Public RelationslAmeurop - $847,500 - 4%
Iil Research - $162,000 * - .7%
Iii Finance/Attorney - $79,700 - .4%
IJVIS/Fulfillrnent - $814,000 - 3.9%
II Resources - $419,394 - 2%
IJ Film - $105,000 - .5%
*Total capital allocated in FY 2002 - $7,650,507; $5,589,129 stated above, $835,095 Special Projects
(Capital) Two Penny Event Budget and $1,226,283 Special Projects (Capital) Two Penny Advertising
& Promotion
H-3
Monroe County Tourist Development Council 2001-2002 Marketing Plan
FY 2002 TOe TWO PENNY BUDGET
'EVENTS' (35%) Portion
$4,730,504 * preliminary
17.7%
1%
.01%
17%
Umbrellas
Cultural - $673,740
Fishing - $682,651
Dive - $250,000
.Public Relations/Ameurop - $806,500 - 17%
CJEmergency Reserve -$ 887,833 -18.8%
DCulturallFishing/Dive Umbrellas -$1,606,391 -34%
.Finance/Attorney Salary - $3,985 - .1%
lIJResources - $196,484 - 4.2%
IIIFulfillment - $240,000 - 5.1%
IIIIFilm Commission -$105,000 -2.2%
mCounty Services - $49,216 - 1%
.*Special Projects (Capital) - $835,095 -17.7%
H-4
Monroe County Tourist Development Council 2001-2002 Marketing Plan
FY 2002 TWO PENNY BUDGET
'Administrative' (7%) Portion
$843,889 * preliminary
24.4%
2.4%
1.3%
1.2%.... '""'l'.~
-
----....
29.3%
7.6%
1.4%
2.7%
2.4$
IIIAdmin/Operating - $247,650 - 29.3%
DTravel - $12,000 -1.4%
. Communications - $13,000 - 1.5%
. Courier - $2,400 - .3%
l1li Repair/Rentals - $23,000 - 2.7%
o Finance/Attorney - $63,760 - 7.6%
. Capital Outlay - $15,000 - 1.8%
II1II Emergency - $205,582 - 24.4%
!ill MCCA - $20,000 - 2.4%
I'I!IAdministrative Advertising - $12,000 -1.4%
[J Business Lease - $94,800 - 11.2%
III Supplies - $20,500 - 2.4%
III Cleaning - $4,500 - .5%
f] Resources - $87,614 -10.4%
IIIIIVisit FLA - $10,000 -1.2%
. County Services - $10,584 -1.3%
III Dues/Subcrip. - $1,500 - .2%
H-5
Monroe County Tourist Development Council 2001-2002 Marketing Plan
FY 2002 TWO PENNY BUDGET
'Advertising & Promotional' (65%) Portion
$6,461,845 * preliminary
1.4%
1.5% ___
.6%
11.4%
.8%
4.7%
. Advertising - $2,725,000 - 42.2%
iii Media Materials - $300,000 - 4.7%
DAd. Expenses - $50,000 - .8%
m Collateral $80,000 - 1.2%
. Research - $162,000- 2.5%
1m Sales - $737,620 - 11.4%
. Fulfillment ITrade - $40,000 - .6%
. Resources - $98,229 - 1.5%
l1li Emergency Reserves - $950,813 - 14.7%
D County Services - $91,400 - 1.4%
D*Special Projects (Capital) - $1,226,283 - 19%
H-fj
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key,
Key West)
2. Florida Keys and Key West Lodging Association
3. Key West Innkeepers Association
4. Key West Business Guild
5. Key West Attractions Association
6. Heart of the Keys Tourist Association (Marathon)
7. Federation of Chambers (Cultural Umbrella contract)
8. Florida Keys Fishing Tournaments, Inc.
(Fishing Umbrella contract)
9. Keys Association of Dive Operators (KADO)
(Dive Umbrella contract)
10. Visit Florida
11. Hospitality, Sales & Marketing Association
International (Fla. Keys Chapter)
12. Monroe Council of the Arts Corporation
13. FI. Assoc. of Convention & Visitor Bureaus & TDC's
14. TDC sub-committees
H-7
Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
L. Film Commission
M. Research
H-8
Monroe County Tourist Development Council 2001-2002 Marketing Plan
I. Advertising
Advertising is the primary marketing technique for the TDC. Through media, the agency can
create an atmosphere about the destination, project the image to a large audience, set itself apart
from the competition, and create a positive reason to visit the destination.
Print advertising deals with magazine and newspapers. Magazines are seen as highly
geographic, credible, consisting of high quality reproductions, and having a long shelf life.
Newspapers, on the other hand, have tremendous flexibility as it applies to position of an ad, good
local market coverage, broad acceptance, relatively low cost, quick response placement, and the
high public mode of communications.
Non-print advertising includes television, radio, and the World Wide Web. Television combines
sight and sound, thereby, teasing the senses and providing animation for a message. It tends-to
target different age groups depending on the types of shows being watched. Radio is a pervasive
medium used selectively to promote special events. Internet (www.) advertising provides access
to the world with timely, comprehensive, and enticing information about the destination.
The Internet has become a medium of it's own. A combination of print and broadcast. The Internet
is interactive with consumer lifestyles at many levels, i.e. shopping, research, education,
entertainment and travel. It has become the centerpiece of many home entertainment systems.
One of the most popular shopping segments is "travel". We will do banner ads, splash pages,
brochure downloading, message plus, leader boards, tower boards, key word search, direct e-
mail, and other electronic marketing to attract users to our own web site. ·
"'"
Other forms of advertising include brochures, direct mail pieces, and other promotional and give-
away materials. Such advertising can have an effect upon the perceived desirability of the
destination and project a constant and controlled reminder to visit.
Objectives
1. Develop top-of-mind awareness and image of the Florida Keys & Key West as the premier
Florida destination for leisure or business travel.
2. Create and maintain a campaign that highlights the reasons and motivations to visit and
"protect" our destination.
3. Develop creative ad media placement for year-round tourism for the
Florida Keys.
4. Developing a marketing identity in relation to competitive destinations.
5. Work with travel partners, umbrellas (Fish, Dive, Cultural), special event managers, and
meeting planners to promote the Florida Keys & Key West as a total destination.
6. Make the most efficient media buy and effective placement.
1-1
Monroe County Tourist Development Council 2001-2002 Marketing Plan
7. Bolster our campaign with value-added co-op advertising placement.
8. Market consumers to our website for immediate information and to receive electronic
brochures.
Goals
1. Increase visitor response to our web-site.
2. Increase market share of international visitors.
3. Increase visitor length of stay.
4. Increase visitor expenditures by promoting to more affluent markets.
5. Increase diversity of multicultural marketing efforts.
6. Increase awareness of alternative transportation to and from the Florida Keys.
7. Establish a new still photo shoot and film shoot to support new creative campaign.
8. Establish image and awareness of the Florida Keys as one of the top cultural/heritage tourism
destinations in Florida.
1-2
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Jl
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Target Marketing
One of the essential elements in any marketing plan is that of identifying and selecting
target markets. This is called market segmentation. Competition has become so
sophisticated that we must identify and carefully define our target markets to be effective in
our advertising.
We can identify our market in categories such as leisure travelers, travel trade, group or
business and specialty markets. But it is fundamental that we know and understand the
characteristics of these various market segments. Advertising must examine these market
segments through demographics, psychographies and geographic analysis. It is important
to identify whom, where and what underlying motivations there are for travel. We want to
turn our target market into a captive audience. We will develop more diversity in
multiculture marketing this year. Consumers respond best to the messages and images
that reflect an insight into their culture.
We will continue to develop and refine our database marketing this year.
The Agency will also work with the Director of Marketing Research on visitor analysis to
help identify our markets.
We will use the Internet with its various search engines and dedicated sites to key on
specific markets, both nationally and internationally. We will also target our respondents to
our web-site for immediate fulfillment.
1-4
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services
that differentiates the destination from other competition.
Brand equity is the marketing term for a brand's value in terms of awareness and perceived
quality - in other words, its' proven to draw and keep customers.
Branding can reflect personality and an attitude, such as "Come as you are". Our Florida Keys
and Key West logo has come to be recognized as the place to get-away from it all and relax. It
has become highly effective in creating consumer awareness of our laid back atmosphere and
lifestyle. As the advertising reflects: Early riser or night owl. Fisherman or sun worshipper. Diver
or tippler. Gourmet or gourmand. Art lover or souvenir hunter. Seeker of luxury or connoisseur of
funk.
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 and Key West.
E-Marketing
Electronic marketing is one of our best methods of developing awareness and image in the most
direct, time-efficient and personalized manner available. Interactive electronic marketing is more
than a multimedia used to entertain or engage a consumer. It is a higher level of strategic
marketing allowing the consumer to respond to an interactive relationship with the product. This
interactivity is the single element with the greatest impact on advertising and branding today. The
ability to gather specific and up to the minute consumer feedback makes it possible to adapt
advertising messages instantaneously, respond to consumer needs and evaluate the marketing
effort.
To have the ability to measure the effectiveness of our efforts on a daily basis is one of the best
features of e-marketing. Because the advertising is electronic and is direct, it allows us to track
the information back to the user or allows us to see if the methods of marketing attracted the
potential visitor.
Banner advertising allows us to measure not only the impressions of our advertising on a site, but
how many click-throughs were directed to our website. We can then figure a cost per impression
or more valuable, cost per click-through. We are also able to see how the visitor came to our site,
either by banner, click-through, site address or by a hyperlink.
Another important feature of e-marketing is that it can be a global advertising message, twenty-
four hours a day, three hundred and sixty-five days a year, at a reasonable cost for all the value
marketing features available for our use.
1-5
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Target Audiences
. Consumer
The general target audience for The Florida Keys & Key West is affluent Adults, 35 - 64.
. By targeting this affluent bracket, we ensure delivery of this segment. We also
achieve delivery of the "aspirational" element of the broader audience: those with
less income who aspire to the good life and thus will be more likely to travel to the
Florida Keys and Key West
Within this group, "umbrella" campaigns will be skewed to prospects with special interests:
. leisure Travel
. Diving
. Fishing
. Cultural/Historic/Art
. Gay/Lesbian
. Mature
. EcoTourists
. Honeymooners
. Soft-Adventure
. Romance
. Travel Trade
. Travel AgentsfTour Operators, both nationally and internationally.
. Meeting Planners, for small to mid-size meetings
International advertising is done predominately through trade publications and FLA-USA
co-op in consumer and trade media. With the growth of the Internet, the destination has
increased its presence on search engines and travel specific sites, our international share
of voice will grow. The major differences between domestic and international visitors tend
to be related to geographic location, distances and variations related to languages and
customs. Travel agents, tour operators, and the Internet are the most cost efficient way to
generate international travel to The Keys. International travel agents have developed
relationships with their market groups and have a sensitivity to their concerns and needs.
This year we will again join with the FLA-USA in a cost-effective effort to attract the
international consumer through co-op programs in consumer and trade media.
We are also recommending for the first time international TV in the UK and in Germany
with local fulfillment phone numbers.
Geographic, domestic and international target markets are described within the prospect
analysis.
1-6
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Domestic Target Audience
Population % of Tot Index
Total Target Head of HH 43,000,000 100% 100
Total Men 21,947,000 51.0% 100
Total Women 21,053,000 49.0% 100
Age 35-39 7,803,000 18.1% 122
Age 40-44 6,667,000 15.5% 127
Age 45-49 7,332,000 17.1% 129
Age 50-54 7,316,000 17.0% 137
Age 55-64 5,812,000 13.5% 140
HHI $75-$100M 18,906,000 44.0% 190
HHI $100-$150M 15,400,000 35.8% 223
HHI $150-$200M 4,001,000 9.3% 226
HHI $200-$250M 1,522,000 3.5% 260
HHI $250 + 3,171,000 7.4% 210
Married 37,307,000 86.8% 103
Single 2,274,000 5.3% 59
Professional/Managerial 22,850,000 53.1% 119
College Graduate 22,869,000 53.2% 119
Own Home 41,063,000 95.5% 104
2+ Airline Trips in Past Year 23,833,000 55.4% 127
5+ Nights in Hotel/Motel 30,371,000 70.6% 124
Northeast 9,343,000 21.7% 97
Midwest 10,040,000 23.3% 98
South 13,590,000 31.6% 98
West 10,027,000 23.3% 102
. Even distribution of age levels
. Heavy travelers
Source: 2000 Monroe Mendelsohn Affluent Study.
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, College Graduate = 119 index. This means that our target population is 19% more
likely than the average to be a college graduate.
1-7
Monroe County Tourist Development Council 2001-2002 Marketing Plan
2001-2002 TOTAL PLAN
Collateral
1.2%
Consumer
Magazines
12.7%
Camping
Directories
0.3%
Gay Media
1.2%
Meetings
Magazines
0.8%
Dom. Trade
Print
0.6%
Inri Trade
Print
0.9%
International
0.4%
Internet
8.2%
In State Cable
8.2%
National Cable
24.5%
$6,697,333
NOTE: Miscellaneous includes Media Materials, Talent and 1-8
Monroe County Tourist Development Council 2001-2001 Marketing Plan
September
2%
August
5%
2001-2002 MONTHLY MEDIA SPENDING
November
7%
December
7%
January
13%
July
7%
March
13%
October
6%
February
13%
May
9%
I $6,415,693 Media I
1-9
Monroe County Tourist Development Council 2001-2002 Marketing Plan
2001-2002 ADVERTISING BREAKOUT
DAC
4.7%
Fishing Umbrella
Cultural/Historical Dive Umbrella 3.0%
Umbrella 3.0%
2.0%
Generic
(includes Media
Materials, Expenses
and Collateral)
44.9%
DAC 1
23.6%
I
$6,697,333
1-10
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Co-op Advertising
Cooperative advertising was introduced to provide accommodations, businesses, and attractions, d
access to major travel markets at a cost-effective rate.
The co-op program currently has over 100 participants involved in generic, district and umbl
opportunities. In addition, to newspaper and magazine opportunities participants have the ability to re
consumers via cable television.
. Due to limited availability, all co-op space and time is on a first come, first served basis.
. Space / time reservations are your media insertion order form from your agency, or your check
made out in the full amount for the co-op program you are participating in.
. ONLY Florida Keys & Key West messages are allowed in any co-op ad.
· Television. One property or property group, per thirty-second commercial. There must be a
minimum of 5 properties / groups on any media buy. Example: if the media buy calls for 20
commercials, no one property may purchase all 20 commercials. There must be five
properties, each with 4 commercials per property.
. Magazine. There must be at least two participants for each page. Co-op will be offered in
various formats.
. Newspaper Generic. There must be a minimum, of 5 participants in each ad.
. Newspaper District. Whether the co-op is display or listing, there must be at least two
participants.
· All advertising materials must be supplied in accordance with the individual co-op offering.
. The Agency of record will have final creative control. If the Agency feels that any co-op
participant has sent material detrimental to the destination, or the message does not follow all
county ordinances, it will be rejected and all moneys will be returned.
. There will be a two-tiered rate program in place for all co-op advertising.
Rates will be divided as follows:
Accommodation / Attractions
Other:
Contact Tinsley Advertising on rates for businesses not falling into the
Accommodations/Attractions category. t
Exact rates will be quoted on individual co-op opportunities to follow.
t Co-op Advertising Rate Policy:
I. The same rate shall be charged for accommodations and tourist attractions due to the advertising value inherent in materials
promoting the beautiful surroundings, lush accommodations, historic, eclectic, or other appeal of the properties.
II. Other entities may be charged a higher rate based on the fact that the overhead and direct costs are presumed to differ
significantly from those for accommodations and attractions and based on the lower degree of innate value to the promotional
material of an entity such as reservation services or other providers of goods and services which are not marketing and presenting
the images of the Keys which would be inherent in the accommodations and attractions advertisements.
1-11
Monroe County Tourist Development Council 2001-2002 Marketing Plan
COLLATERAL AND FULFILLMENT
The Market Share Company handles all fulfillment requests by the TIS operations through
the Chambers of Commerce, TOC Office and Tinsley Advertising.
Call to Action #'5:
. U.S.A: 1-800-FLA-KEYS (For brochures, videos or rate guides).
This is a consumer line that is answered live at the Chambers during business hours; voice
mail after hours.
. South America: 001-305-296-1552 (For brochures, videos or rate guides).
001""305-296-0788 (Fax)
This is a South American travel trade line that is answered live at the TOC office during
business hours; voice mail after hours.
. U.K: 01564-794999 (For brochures, videos or rate guides).
01564-795333 (Fax)
This is a United Kingdomllreland travel trade line that is answered by our sales staff at Cellet
Travel Services.
. Germany: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax)
This is a German travel trade line that is answered by sales staff.
. Fishing Umbrella: 1-888-FISH-KEYS (For fishing video, tournament guide and savings book.
This is a consumer line that is answered at USA 800. If the caller would like the fishing video,
the operator will take down the caller's name, address, phone number and credit card number.
A video, tournament guide and savings book will arrive no later than two days after the order is
taken. If the consumer only wants the tournament guide and savings book, the operator will
take the caller's name and address and the two brochures will be mailed within two days.
. Key Largo: 1-800-822-1088 (For accommodations guide, savings book and information).
This is a consumer line that is answered live at the Key Largo chamber during business hours;
voice mail after hours.
. Islamorada: 1-800-FAB-KEYS (For brochures, savings book and information). This is a
consumer line that is answered live at the Islamorada chamber during business hours; live at
USA 800 after hours.
· Marathon: 1-800-2-MARATHON (For passport, brochure, and information). This is a
consumer line that is answered live at the Marathon chamber during business hours; voice
mail after hours.
. Lower Keys: 1-800-USA-ESCAPE (For brochures and information). This is a consumer line
that is answered live at the Big Pine Key chamber during business hours; voice mail after
hours.
. Key West: 1-800-LAST-KEY (For accommodations guide and information).
This is a consumer line that is answered live at the Key West chamber during business hours;
voice mail after hours.
. E-mail requests to chambers and TOC office are downloaded to fulfillment house.
1-12
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Fulfillment Houses:
· The Market Share Company (MS) - Key West, FL
They control all district, generic trade, generic consumer and trade requests daily to MS. They
are also responsible for shipping all domestic trade show collateral for the Sales & Marketing
team.
· USA 800 - Kansas City, MO
They control all fishing video & tournament guide fulfillment.
European fulfillment houses
· BH&P Direct Mail Ltd. - United Kingdom. They are the primary European andAsian
fulfillment house. This mailhouse services all Europe and Asia with exception of German
speaking countries.
· Presse u. Touristikdienst Nentwich - Germany
They are the secondary European fulfillment house. This mailhouse services Germany,
Austria, and Switzerland.
Generic Collateral:
Destination/Generic Brochure: A complete guide on every district, diving, fishing, events,
attractions, meeting planners guide. A consumer receives this when dialing 1-800-FLA-KEYS
or when requesting information on more than two districts when calling a particular chamber.
Description: 4" x 9" four-color - Weight: 2.6 oz. - First Class: .76~ -Bulk: .26~
Conch Brochure: A brochure that gives a description of each district with specific attractions,
map and Chamber information. Available in English, Italian, Japanese, Portuguese, Spanish,
Swedish, French, & German. Description: 4" x 9" four color - Weight: .6 oz. - First Class: .34~
-Bulk: .26~
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.
Airport Brochure: A brochure featuring the Marathon Airport and how easily accessible the
rest of the Keys are. For Trade Shows & Travel Agent give-a-ways. Description: 4" x 9"
folded/four color - Weight: .2 oz. - First Class: .34~ -Bulk: .26~
Florida Keys and Key West Film Commission Production Guide: A brochure highlighting
location sites, attractions and permit information as well as accommodation and film production
related business listings. Description: 5.5" x 8.5" four-color B& W inside - Weight: 2.4 oz. _
First Class: .78ft - Bulk: .26ft
1-13
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Historic Brochure: Historic brochure covering all aspects of the Keys with over 51 specific
historical venues. A consumer will receive this guide when calling 1-800-FLA-KEYS.
Description: 4" x 9", 16 pages, four-color. Weight: 1.4 oz. · First Class: .55~ · Bulk: .26~
District I Umbrella I Association Collateral:
Key West Accommodation Guide: A complete listing of accommodations, events, attractions
with map and history on Key West. .A consumer receives this when dialing 1-800-LAST-KEY
or 1-800-FLA-KEYS. Produced by DAC 1. Description: 4" x 9", 16 panels, four-color ·
Weight: 1.8 oz. · First Class: .55~ · Bulk: .26~
Key West Attractions Guide: A membership listing of the attractions, shopping and visitor
centers in Key West. Produced by the Key West Attractions Association. · Available in
German and Italian. · A consumer receives this when dialing 1-800-LAST-KEY or 1-800-FLA-
KEYS. Produced by Key West Attractions Association. Description: 4" x 9", 8 panels, four-
color · Weight: .5 oz. · First Class: .34~ · Bulk: .26~
Key West Innkeepers Directory: A membership listing of Key West's inns and guesthouses. .
A consumer receives this when dialing 1-888-KEY-INNS. Produced by Key West Innkeepers
Association. Description: 4" x 9", 20 pages, four-color · Weight: 1.4 oz. · First Class: .55~ .
Bulk: .26~
Key West Business Guild Brochure: Key West, "Where there's freedom, there is
expression". The Gay destination. A consumer receives this when dialing
1-877-724-5247. Description: 4" x 9", 16 pg., four-color · Weight: .9 oz. · First Class: .34~ .
Bulk: .26~
Big Pine Key Brochure: Includes information on Big Pine Key & Lower Keys
accommodations, attractions, history, shipping, fishing, events, restaurants and
advertisements. · A consumer receives this when dialing 1-800-872-3722 or 1-800-FLA-KEYS.
Produced by Lower Keys Chamber. Description: 4" x 9", 36 pages, four-color · Weight: 2.1
oz. · First Class: .76~ · Bulk: .26~
Marathon Visitor's Guide: Includes information on Marathon's accommodations
,
attractions, history, shopping, fishing, events, restaurants and advertisements. · A consumer
receives this when dialing 1-800-2-MARA THON or 1-800-FLA-KEYS. Produced by Marathon
Chamber. Description: 4" x 9", 96 pages, four-color · Weight: 2.2 oz. · First Class: .76~ .
Bulk: .26~
Official Passport to Islands of Marathon: A unique piece that gives information on
Marathon's history, museums, diving, fishing, attractions, airport and events. Produced by
DAC 3. Description: 5.5" x 3.75", 12 pages, four-color · Weight: .5 oz. · First Class: .34~ .
Bulk: .26~
Islamorada Visitor's Guide: Includes information on Islamorada's accommodations
attractions, history, shopping, fishing, events, restaurants and advertisements. A consume~
receives this when dialing 1-800-FAB-KEYS or 1-800-FLA-KEYS. Produced by Islamorada
Chamber. Description: 4" x 9", 48 pages, four-color · Weight: 1.8 oz. · First Class: .55~ .
Bulk: .26~
1-14
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Key Largo Accommodations Brochure: A complete listing of accommodations, dive
operators, charter captains, events and attractions with map and history on Key Largo. · A
consumer receives this when dialing 1-800-822-1088 or 1-800-FLA-KEYS. Produced by DAC
5. Description: 8" x 9",20 pages, four-color. Weight: 2.0 oz. · First Class: .55~ · Bulk: .26~
Fishing Tournament Guide: Complete list of Tournaments with date, location and director
information. A consumer will receive both this guide and the Fishing Savings Book when
calling 1-888-FISH-KEYS. Description: 12" x 9", folded 3 panel, four-color · Weight: .30z. .
First Class: .34~ · Bulk: .26~ (postage is for both fishing brochures).
Cultural Magazine: Magazine featuring a complete calendar of events. Includes articles on
famous people who have visited the Keys as well as the visual & performing arts in the
destination. A consumer will receive this guide when calling 1-800-FLA-KEYS. Description:
8.5" x 11", 16 pages, four-color · Weight: 2.0 oz. · First Class: .55~ · Bulk: .26~
Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the
Florida Keys and Key West. A consumer will receive this guide when they call 1-800-FLA-
KEYS. Description: 4" x 9", 16 pages, four-color · Weight: .8 oz. · First Class: 34 ft · Bulk:
.26~
1-15
FULFILLMENr PROCEDURES
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
rUE [lgRIDA KHS & KEY WEST
CainE a2.- !IOU a'U!8
There are countless destinations able to boast of sun and surf:
all with hotels, restaurants and various amusements.
For all that, there are few, if any, destinations, that compare with
the unique charm of the Florida Keys and Key West.
Nowhere does the spirit of live and let live manifest itself so eloquently
as it does here, in virtually every level of society. And at every level
of accommodations and amenities.
Early riser or night owl. Fisherman or sun worshipper. Diver or tippler.
Gourmet or gourmand. Art lover or souvenir hunter.
Seeker of luxury or connoisseur of funk.
"COME AS YOU ARE"
Monroe County Tourist Development Council 2001-2002 Marketing Plan
GENERIC MEDIA PLACEMENT
. Consumer Magazines (Dedicated)
1/6 Page Travel Directory (4-color and B&W) ads will be utilized to target to the upscale
seasoned traveler.
. Consumer Magazines (FLA USA co-op)
Co-op participation in international newspapers, consumer magazines, and travel trade
publications.
German newspaper insert
United Kingdom newspaper insert
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide (Domestic & International)
Official Japanese Language Florida Vacation Guide
· Consumer Magazine (Destination Co-op)
Full and half page, 4 color ads with destination property participation
. Internet
Banner advertising on major search engines and sites:
AOL, Yahoo, FLA-USA, Travelocity.com
Sponsorship of Site Keyword Search:
Yahoo, FLA-USA
Woodall's Web Link
Banner advertising on most magazines' web sites as added value.
. Television
National Network Cable :30 second spots on programs targeted to reach the demographic
profile:
CNN/Headline News, Arts & Entertainment, The Travel Channel, Home & Garden
Television, MSNBC, CNBC, HGTV, Bravo, Fox News, and The Food Network.
International markets- United Kingdom and Germany.
. Radio
During Spring and Summer, :60 radio spots will be used in-state (Tampa/Orlando)
to drive traffic down to the keys. Events also use radio commercials placed in County and out
of County.
. Newspaper
Ads placed in the travel sections of stop feeder market newspaper, both in state and out of
state. Allows for co-op opportunities for individual properties.
. Travel Trade
Ads to create awareness among travel planners both domestically and internationally or to
coincide with major travel shows.
. Meetings/Groups
Increase the potential for The Keys to become a location for small to mid-sized meetings
and group travel.
1-18
Monroe County Tourist Development Council 2001-2002 Marketing Plan
GENERIC PLAN: FULL PAGE, HALF PAGE, 1/6 PAGE TRAVEL
DIRECTORIES
The 1 page and half page ads have been designed to create awareness, interest and
business for properties. 1/6-page Travel Directory units will promote traffic to the Florida
Keys and Key West website (www.f1a-keys.com).
The publications on the media plan are selected based on the following criteria:
· Target audience
· Cost efficiency/cost per response
. Past performance
. Co-op ability
The following document notes circulation, reader profile, CPM and negotiated discounts on
partner publications for the Generic media plan.
1-19
Monroe County Tourist Development Council 2001-2002 Marketing Plan
GENERIC PLAN
Magazines Creative:
Coastal Living
· Circulation: 375,000
. Page 4 Color CPM - $60.70
Male: 20.0%
Female: 80.0%
Median Age: 51.6
MHHI: $97,311
Islands
. Circulation: 218,150
. Page 4 Color CPM - $95.62
Male: 48.0%
Female: 52.0%
Median Age: 44.6
MHHI: $115,800
Conde Nast Traveler
· Circulation: 789,600
. 1/6 Page 4 Color CPM - $16.72
Male: 43.2%
Female: 56.8%
Median Age: 50.4
MHHI: $136,079
National Geographic Traveler
· Circulation: 715,231
. 4" BW CPM - $8.85
Male: 55.7%
Female: 44.3%
Median Ag~: 51.2
MHHI: $112,363
Travel & Leisure - Eastern Edition
· Circulation: 450,000
· 1/6 Page 4 ColorCPM - $19.78
Male: 47.1%
Female: 52.9%
Median Age: 50.4
MHHI: $120,342
Travel Holiday
· Circulation: 600,000
. 1/3 Page 4 Color CPM - $17.58
. Page 4 Color CPM- $91.90
Male: 49.0%
Female: 51.0%
Median Age: 50
MHHI: $112,137
Florida Living
· Circulation: 201,000
· Page 4 Color CPM- $28.60
Male: 38.0%
Female: 62.0%
Median Age: N/A
MHHI: $84,912
Florida International
· Circulation: 90,160
. Page 4 Color CPM- $39.44
Male: 41%
Female: 59%
Median Age: 37.8
MHHI: $165,000
Texas Monthly
· Circulation: 308,500
· 1/4 Page 4 Color CPM - $19.36
Male: 50.0%
Female: 50.0%
Median Age: 50
MHHI: $108,000
The New Yorker
· Circulation: 844,175
· 1/6 Page 4 Color CPM - $9..85
Male: 43.9%
Female: 56.1 %
Median Age: 49
MHHI: $122,754
1-20
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Departures
· Circulation: 530,000
· Page 4 Color CPM - $74.05
Male: 51%
Female: 49%
Median Age: 49
MHHI: $216,400
Male: 29%
Upscale
· Circulation: 207,391
· 1/3 Page 4 Color CPM - $30.56
Female: 71 %
Median Age: 31
MHHI: $72,500
Brides
· Circulation: 455,685
· Page 4 Color CPM - $133.62
Male: 10.0%
Female: 90.0%
Median Age: 28.4
MHHI: $43,062
Modern Brides
· Circulation: 405,000
· 1/4 Page 4 Color CPM - $18.53
Male: 11.0%
Female: 89.0%
Median Age: 26
MHHI: $43,052
New Choices
· Circulation: 3,300,000
· 1/6 Page 4 Color CPM - $4.02
Male: 35.1 %
Female: 64.9%
Median Age: 61
MHHI: $45,198
Florida Travel Magazine
· Circulation: 150,000
· Page 4 Color CPM - $23.21
Male: 42%
Female: 58%
Median Age: nla
MHHI: nla
Bridal Guide
· Circulation: 260,000
· 1/2 Page 4 Color CPM - $30.93
Male: 10.0%
Female: 90.0%
Median Age: 28.5
MHHI: $48,009
Preservation
· Circulation: 210,562
· Page 4 Color CPM - $49.15
Male: nla
Female: nla
Median Age: nla
MHHI: $107,500
Art News
· Circulation: 75,000
· 8 Page Section CPM - $202.60
Male: 40%
Female: 60%
Median Age: 48
MHHI: $202,800
Southern Living Weddings
· Circulation: 400,000
· 1/2 Page 4 Color CPM - $21.08
Male: 23.0%
Female: 77.0%
Median Age: 46
MHHI: $50,217
Source: 2000 Monroe Mendelsohn,
Coastal Living Subscriber Survey 2000,
Florida Living Reader Survey 1997, Texas Monthly
Subscriber Study 1999, 2000 Upscale Reader's Survey,
Mark Clements Subscriber Study 2001 (Art News)
1-21
Monroe
Generic
2001-2002
Media Spending by Category
Media
Materials
5.1%
Collateral
Expenses 2.7%
1.7%
Consumer Magazines
12.3%
Resources
2.3%
International Magazines
0.8%
Talent & Residuals
2.3%
temational Trade
2.1%
Meetings
Magazines
1.9%
Domestic Trade
1.5%
Newspaper
9.9%
Internet
6.5%
National Cable
34.9%
Camping
0.3%
In State Cable
6.0%
$3,007,000
Generic Spending Cost
Media $ 2,577,000
Media Materials $ 300,000
Expenses $ 50,000
Collateral $ 80,000
Total $ 3,007,000
1-22
Monroe County Tourist Development Council 2001-2002 Marketing Plan
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DAC2
2001-2002 Media Spending by Category
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In State Newspaper
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1-34
Monroe County Tourist Development Council 2001-2002 Marketing Plan
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1-37
Monroe County Tourist Development Council 2001-2002 Marketing Plan
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SPORT FISHING CAPITAL OF THE WORLD
"lslamorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Calusa Indians, itinerant Fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape."
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DAC4
2001-2002 Media Spending by Category
Resources
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$457,372
1-41
Monroe County Tourist Development Council 2001-2002 Marketing Plan
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DAC5
2001-2002 Media Spending by Category
Production
6.4%
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35.1%
$629,734
1-45
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UMBRELLAS
Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing markets.
2001 . 2002 Umbrella Spending
Cultural!
Historical
$135,000
26%
Fishing
$200,000
37%
1-49
Diving
$200,000
37%
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Measurability
a) Internet click throughs will be monitored and tracked monthly with placement of
advertising.(Recommend SPA auditing)
b) All selective publications - monthly media response report.
c) Inquiries from trade publication advertising produces leads to the sales division and directly to
lodging industry. The sales division will track these.
d) VIS phone calls (area of dominant influence) will be traced to media placement.
e) We will track the geographic and demographics of potential visitors to see if advertising is
hitting the market.
f) Conversion studies will be developed by the TDC Market Research Department to measure
the effectiveness of selected media to actual visits.
Different tracking opportunities will come up during the fiscal year not only on the Generic level but
also the DAC and Umbrella level. We will keep all opportunities open to take advantage of these
methods.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
J. SALES
I ntrod uction
The sales team is comprised of individuals who work primarily in the field, within identified existing
markets and potential growth markets. The sales staff interfaces, one on one with the travel
trade, which includes travel agents, tour operators, incentive planners, meeting planners and
receptive operators. The staff also works with state and regional tourist bureaus, eVB's and
ground, air and sea travel specialists and on some occasions with potential consumers, promoting
the Florida Keys & Key West as a destination.
Though the sales team effort acts in concert with the efforts of advertising, public relations, and
research, the sales effort is specialized and uses methods unique to the field of sales. These
methods will be discussed in greater detail within the body of this sales plan for fiscal year 2001-
2002.
Objectives
1. To create and maintain a strong level of excitement, product knowledge and
demand for the destination among travel trade professionals and consumers.
2. To insure that these travel trade professionals act as an extended sales and
marketing arm and further promote the Florida Keys and favorably influence
consumer destination choices.
3. To provide the trade and the lodging industry assistance and professional support
utilizing all tools, personal skills, venues and methods available to us in an effort
to achieve profitable end results for the destination.
4. To facilitate and liaise booking activity between the lodging/attractions industry and
the travel trade buyers of product.
5. To interact with sales and marketing personnel throughout the Keys within the
local lodging/attractions industry and participate in idea exchange, seek feedback
regarding market activity and garner industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross
selling and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in secondary
emerging markets internationally and domestically.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
8. To educate and update travel trade, including airline reservation center personnel
of current events regarding our industry partners.
9. To educate domestic and international travel trade of wedding/honeymoon
opportunities in the destination.
10. To promote gay and lesbian travel to the destination on an international and domestic level.
11. To promote the diversity of multi-cultural markets to the destination.
Goals
1. Increase delegate participation in trade shows and sales missions.
2. Increase sales activity in emerging secondary markets, i.e. California, Ohio,
Tennessee, the Carolinas, France, Italy, Scandinavia, Netherlands, Ireland.
3. Increase participation in co-op opportunities with Visit Florida.
4. Increase participation in brochure distribution co-op programs.
5. Establish sales and promotional efforts in the wedding/honeymoon market both
domestically and internationally.
6. Develop a wedding/honeymoon promotional collateral piece for distribution to travel trade
and consumers.
7. Increase efforts of our sales representative in Germany with regard to gay travel.
9. Develop sales mission to the England and Ireland, focusing on training and direct sales
presentations to the travel trade.
10. Develop sales promotion activity to specialized travel markets within established
international markets. Specialized travel markets would include honeymoon, dive, gay,
boating and eco-tourism.
11. Increase gay travel to the destination.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Staff Responsibilities
Director of Sales
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
Department administration. Oversees sales staff activity and reporting
in both international and domestic markets as well as specialty
markets, i.e. dive, fishing, and gay travel. Oversees activity of sales
offices based in London and Cologne. Develops and implements
annual sales plan under budgetary guidelines. Liaises with the
advertising agency, public relations agency, research department,
fulfillment houses in Key West, London, and Frankfurt, Visit Florida,
Visit USA Committees, trade professionals and journalists.
Responsible for implementing sales plan activity for domestic travel targeting
feeder markets, US and Canada. Works with Domestic Tour operators,
consumers and retail travel agents. Focuses primarily on Northeast, Midwest,
Central Atlantic, Southern Atlantic, and Florida. Additional efforts in Texas,
California and Ohio.
Meetings & Conventions market. Works with corporate, national and
state association planners and incentive planners to generate group
business for the Keys. Provides additional assistance with retail travel agents
and consumer events. Handles DEMA in conjunction with dive umbrella.
International Market. Responsible for implementing sales plan activity in
Europe, Latin America and Japan. Provides support for retail agents, tour
operators, and US based receptive operators. Works closely with sales
offices in London and Cologne in the implementation of our international
sales plan.
(Part time) Responsible for implementing sales plan activity in gay
market. Participates in trade and consumer oriented exhibits and
workshops targeting gay and lesbian travelers and agencies
specializing in gay and lesbian travel programs.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at fishing expos as outlined by the fishing
umbrella.
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland, and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests. Coordinates
fulfillment orders with fulfillment house in London. Assists in sales
missions and initiates sales calls. Liaises with McCluskey &
Associates PRo
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Cellet Travel
Services, Ltd.
...continued
Sales Assistant
Maintains Florida Keys dedicated phone line for Germany, Austria,
Switzerland. Participates in tradeshows, and provides support for
trade professionals and consumer interests. Coordinates fulfillment
orders with fulfillment house in Frankfurt. Assists in sales missions
and initiates sales calls with the assistance of a German sub-agency called
Get It Across Marketing. Also Iiaises with McCluskey & Associates PR
Provides administrative support for all sales staff. The sales staff is
responsible for planning, organizing, and executing sales activities
as they relate to trade shows, sales missions, presentations, fam
trips, sales calls and coordinating and encouraging industry
participation.
The sales staff provides on going customer support through telemarketing, trade fulfillment, sales
calls, site visits, presentations, familiarization trips and general assistance. Each manager
provides a report following each venue and organizes all leads generated as a result of the sales
trip for processing by the sales assistant and forwarding to the industry for follow-up. This year
the staff will focus on the diversity of multicultural promotions within all of our methods of sales to
the travel trade industry.
The sales staff reports to the Director of Sales and the Director of Sales reports directly to the
Marketing Director of Monroe County Tourist Development Council.
Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally the
format is standard full booth (10' X 10') or (8' X 10') pipe and drape, trade table (jr. booth), counter
top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth
would be customized to accommodate the size of our Keys delegation. Trade shows provide a
gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as
suppliers) and gather pertinent information with regards to destinations, accommodations,
attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very
effective means of making contact with a significant number of interested buyers within a few
days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek
out exhibitors they are interested in doing business with. Trade shows are attended by travel
agents, tour operators, receptive operators, meeting planners, journalists, and consumers
depending on the show format. Where possible, we exhibit in the Visit Florida section.
Tradeshows provide an opportunity to meet new customers and renew personal relationships with
existing customers. They also provide an opportunity to discuss any problems a client might be
having or address specific needs of that client. Trade shows provide a venue for many
introductions to the industry participants and even in participant absence, an opportunity to record
leads for follow-up after the show. 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.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Sales Missions - Sales Missions are comprised of an organized delegation of sales people of a
common grouping who travel as a group to a specific geographic area to meet face to face with
customers. Some common activities of a sales mission are appointment calls taking place within
the client's office environment to discuss the various products represented. The mission may also
include hosted breakfastllunch/reception/dinner training seminars and product presentations to
the trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners.
A hosted reception is often appropriate and provides a casual atmosphere in which to network,
but with the clear objective being product exposure. Missions are commonly organized by Visit
Florida and open to statewide participation. Many times, we organize our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator or airline reservation center office. Presentations are given to
the sales/reservations agents on how to promote our destination to their clients and consumers,
and to update them on new product and current events associated with the travel industry.
Sales Calls - Sales calls are strictly visits to travel trade offices, possibly a breakfast, lunch or
dinner arrangement with the sales person picking up the bill. Sales calls can be executed by one
lone individual or as 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. Though their agencies and offices are most often busy
and hectic with the day's transactions, they are usually hospitable and will make time for you with
few exceptions. Sales calls can be by appointment, which is optimum, but sometimes are what
we simply refer to as "cold calls" when an appointment has not been secured. The downside of
sales calls is that it can sometimes be difficult to see more than 3 or 4 planners daily depending
on the length of the call. It is possible, though, to range up to 15 or so calls a day if they are quick
in and outs and depending on the nature of the calls. Sales calls are the most effective method of
establishing a relationship with a valued customer.
Familiarization Trips - Familiarization trips are the optimum opportunity to showcase your
product first hand. These trips are organized and attendees include travel trade professionals
who have been qualified beforehand. The average size is 15 -20 participants but can vary. 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, gardens, museums, watersports, nature,
architecture, history, 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 TOG, resulting in no
significant costs to the tam participants. Fams are most always a very positive experience. The
downside is dependency on fair weather, securing lodging during peak occupancy periods and
tams are usually short 1 - 3 nights. The participants cannot see or experience all there is. Fam
opportunities arise frequently throughout the year.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Direct Mail - Direct mail refers to a specific mail campaign offering a special promotion, or it can
be as simple as following up with fulfillment and a letter to a set of leads. Direct mail can be a
tickler, a reminder to the trade to keep your product in the forefront. Direct mail can be targeted to
any market, trade or consumer. It can be a very effective tool.
Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be
proactive and soliciting or simply responsive and reactive providing necessary sales support. The
TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and
German lines are the telemarketing centers of our organization.
Co-operative Programs - The sales department offers many co-operative delegate programs to
the Keys tourism industry as does Visit Florida. Co-op booth space provides a more affordable
opportunity to exhibit than to contract independently with the show organizers. Many show
regulations provide for this type of arrangement, but some organizers do not. Keys industry
participants join in the destination booth and have the opportunity to sell not only the destination
but their product as well. Fees vary from show to show. We have had great success with this
approach throughout the recent years. Additionally, we frequently offer brochure distribution
opportunity when it is not feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a Pow Wow
function sponsor. All sponsorship participation must be evaluated by its potential benefits.
Lead Generation - The sales staff accumulates leads as a result of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are
passed along to the industry either in a mailing with the post trip report or via fax depending on
the urgency of the request. Timely processing and distribution of leads is a critical component.
Distribution and follow-up requires year round attention and man hours. 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.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
INTERNATIONAL MARKET
OVERVIEW
In select international markets, the profile of the traveler is one who is service oriented and
prefers to have a trade professional handle "the small details" of planning a long-haul trip. The
individual is becoming more savvy as a result of Internet technology, and is looking for their travel
professional to have absolute expertise in their destination of choice. The tour operator remains a
vital link between a destination and consumer, although the type of vacation planned has
changed. We are experiencing a growth in the fly/drive segment of some international travel, and
a reduction in the all-inclusive packages of just five years ago.
There is a wave of mergers and acquisitions occurring in the travel trade industry across Europe,
and the end result has been favorable for the consumer. With the increase of inventory and
buying power, the large conglomerate operators can now afford to pass the savings on to the
consumer, therefore making their services more attractive. These large operators now own retail
agencies, charter airlines and lodging facilities.
By partnering with Visit Florida and the Visit USA Committees throughout Europe, we are able to
expand our presence in emerging markets and increase our activity in established markets within
our budgeted guidelines.
Below you will find profiles for select target markets in the international segment.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Profiles
I. EUROPE
AUSTRIA
International Traveler Profile:
· U.S. is top long haul destination, although visitation has remained flat due to dollar exchange
· Average age is 20-50 years old, and 50% of visitors belong to upper middle class
. No language barrier
· Average length of stay 14 nights, most favored months are June-September
· 60% of arrivals in US used pre paid packages
· Stays in hotel, private houses, or condominiums
· Prefers national parks, sightseeing, relaxation and shopping
· Travels by rental car, airplane
· Fly-drive packages very popular
Travel Preferences & Trends:
· Travel to U.S. will remain flat, due to the strong dollar
· Top three states visited in 1999 were Florida, California, New York
Economic Considerations and Political Trends
· Currency Exchange rate is negatively affecting travel to the States
· Decreased air tariffs and tour operators buying power to keep prices competitive might
stimulate travel
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
FRANCE
International Traveler Profile:
. US remains top choice among long haul destinations
. 70% chose fly/drive options last year
. 90% of visitors are adults, but families with one or two children have increased
. 55% of visitors come from Paris and its surrounding regions
. Average age is 25-45 years old
. Average length of stay is 16 days in Florida market
. Vacations taken between June 30 and September 15
. Prefers to stay in hotels, bed and breakfasts
· The French are attracted to the sea, beaches, sun which explains Florida's popularity
· The French are also very fond of culture and history, therefore city breaks with museums and
culture are gaining popularity
· New York, Florida, and California remain the preferred destinations
. The French customer is generally a repeat visitor
Travel Preferences & Trends:
· Direct air service into Miami and Orlando increases exposure of FI Keys to the French market
· Today's generation of travelers is comfortable traveling in English-speaking areas
· Increased competition in the airline industry, ticket-less travel, Internet tickets, and airlines
selling directly to the public have contributed to change the tour operating and travel agency
business
· The Visit USA Committee/France is very active in the market, targeting the travel trade
· 63% of French say they will take a long-haul vacation, with the seaside remaining the favorite
destination
Economic Considerations and Political Trends:
· Market indicators project continued growth in the French market. The US is expected to
continue its designation as first choice in long haul travel
· An increase in low transportation fares will encourage the French to travel abroad
· Tour operators are now selling directly to the consumer, thereby passing on the savings and
omitting the retail agent
· The stability of the exchange rate allows French travelers to budget and plan accordingly
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
GERMANY
International Traveler Profile:
. The U.S. remains the undisputed #1 long-haul destination for German travelers
. Germany was the Florida Keys' top country of origin, according to the latest Visitor Profile
Survey
. Average length of stay is 14 days
. Tour operators breakdown in Florida show 40% business in winter, 60% summer
. Increased interest in self-catered accommodations, especially for families
. Reasons for traveling: warm weather/sunshine; shopping; national parks;
experiencing the "American Way of Life"
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba
diving
Travel Preferences and Trends:
. More than half of those persons who will take an organized vacation will book within
three months of their planned departure. This is VERY late in comparison to
traditional
booking patterns.
. Stronger tendency for more frequent, shorter vacations
. Last minute charter air to the U.S. is very inexpensive, especially to Florida
. German traveler will look for perceived "value adds", helping to offset the dollar
exchange
Economic Considerations and Political Trends:
· This year German tour operators have reprinted US catalogues at a high cost in order to re-
price their packages and hopefully get more clients for summer/fall 2001.
· The GNP is growing steadily in Germany; the European Union, which Germany as its leading
economic engine, is more stable than the current currency exchange looks
· There are still major economic discrepancies between the Western and Eastern parts of
Germany, with unemployment still considerably high in the East; travel to the US is
prohibitively expensive for Germans in the East
· German tour operators and travel professionals hope to utilize the EURO in their pricing
structure next year, encouraging a more favorable currency exchange
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
IRELAND
International Traveler Profile:
. The U.S. is the most popular long-haul holiday destination
. Ireland represents one of the fastest-growing markets for U.S. based travel and tourism
products
. Florida, New York and Massachusetts most popular destinations
. Average length of stay is 10 days
. Traveler relies heavily on printed guidebooks, travel professionals advice on destinations
Travel Preferences and Trends:
. The Irish traveler to the Florida Keys has shown tremendous growth in the last two years
. Prefers sunny, warm destinations
. Sightseeing, family outings of great importance
. Increased lift from Shannon and Dublin airports may encourage more travel to the States
Economic Considerations:
. Strong economy has resulted in increased disposable incomes enabling more people to travel
to long-haul destinations
. Industry experts anticipate between a 7 and 8 percent increase in Irish passenger travel to the
U.S. within the next year
. Since long-haul travel is quite new to most Irish passengers, the tour operators and travel trade
playa key role in recommending our destination to their clients
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
ITALY
International Traveler Profile:
. U.S. remains as the top long-haul preferred destination
. New York, California and Florida remain the most preferred destinations within U.S.
. Average length of stay is 8 nights for Florida market
. 88% of visitors prefer hotels, motels
. Prefers destinations that offer beaches, sunbathing and watersports
. Italians always rank among the top five spenders of the international traveler
. 80% of Italian tourists are FITs
. Peak season for Italian travel: mid-June through mid-September, with 45% of long-haul travel
occurring in August
Travel Preferences & Trends:
. Culinary experiences, relaxation, shopping, and adventure travel (fishing, scuba diving) are
the preferred activities
. Fly/drive packages are the most popular, with customer choosing the itinerary and the tour
operator provides the estimated cost on an individual basis
. Non stop lift from Rome and Milan into Miami positively exposes the Florida Keys to the Italian
traveler
. In 1999, Miami ranked as the No.1 Port of Entry for Italian visitors to the U.S.
Economic Considerations:
. Consolidation in the local travel industry, coupled with larger tour operators with substantial
buying power will make travel to the US more affordable and positively impact travel
. The devaluation of the Lira against the USD has not affected Italian travel to the US. This
trend is expected to continue as the U.S. continues to see growth in the Italian travel market
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
THE NETHERLANDS
International Traveler Profile:
. The U.S. is the favored long-haul destination, with 35% of market share
. California, Florida and New York are the top three visited destinations
. Florida is the most popular among first time visitors
. Miami is a key destination within Florida due to its proximity to Orlando, the Gulf beaches, the
Keys, and Cape Canaveral
. Prefers fly/drive vacations
. Stays in hotels, with friendslrelatives
. Has a tendency towards independent trips
. Tend to be repeat visitors, come from high income group and speak excellent English
Travel Preferences & Trends:
. The Netherlands is one of the ten fastest growing international travel markets.
Expected growth of Dutch visitors is 5% annually
. Dutch traveler seeking "new" experiences, i.e. diving, dolphin encounters, etc.
. Florida destinations must maintain its competitive edge to attract repeat visits
. Prefer mid priced hotels vs. luxury accommodations
Economic Considerations and Political Trends:
. Positive economic developments may stimulate travel
. Strong currency will positively influence travel
. The U.S. is expected to remain top long haul destination due to high levels of exposure and
repeat visits
. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitor
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
NORWAY
International Traveler Profile:
. Average age is 35 years old
. Most are family oriented, with 1 or 2 children accompanying adults
. Average length of stay is 14 nights
. Prefer hotels, inns and bed and breakfasts
. Prefer customized fly/drive packages
Travel Preferences and Trends:
. The U.S. continues to be the preferred long-haul destination
. Norwegians prefer "sun and coastal" destinations
. Projected market growth continues at 5% annually for next few years
. Most travel occurs during the summer months (mid-June-September)
Economic Considerations and Political Trends:
. Value vs. price paid is very important to Norwegian traveler
. Likes to incorporate several destinations within their average 14 night stay
. Interested in "action and adventure" travel (scuba, snorkeling, etc).
. Major connecting hubs from Norway to the U.S. are London, Frankfurt and Paris
. Lack of direct service may negatively impact travel
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
SWEDEN
International Traveler Profile:
. The United States is second most favored long-haul destination (first is Thailand)
. Top three visited states in 1999: California, New York and Florida
. Average Length of stay is 14 days
. Prefer destinations offering sun and beaches
. Prefer mid price accommodations
Travel Preferences and Trends:
. Eco tourism and soft-adventure trips on the rise
. Most travel is conducted June-September
. Average annual growth in number of Swedes visiting U.S. is 8% per year
. Prefer fly/drive packages with "add on" opportunities
Economic Considerations and Political Trends:
. Improved Swedish economy could stimulate travel to U.S.
. Market share is growing due to the sustained interest in the U.S.
. Greatest growth potential is in holiday fly/drive tours
. Tour operator market is highly competitive; service and value is key
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
SWITZERLAND
International Traveler Profile:
. Florida, New York and California are the top three visited destinations within the U.S.
. Average length of stay is 14 nights
. 82% Stay in hotels
. Prefer dining in restaurants, shopping, and watersports
. 95% visitors are adults only, 1.5 persons avg. travel party size
Travel Preferences & Trends:
. Miami was the number one port of entry for Swiss visitors into the U.S., further exposing the
FL Keys to this high-end traveler
. The key gateways will continue to play an important role, however there is a clear and
noticeable trend that Swiss tourism is spreading out all over the US
. US is good value for money
. Cultural events are of growing interest
. Increase in individualized itineraries
Economic Considerations and Political Trends:
. US continues to offer "good value for money" low air fares
. Swiss are service minded, and training the travel trade on product is key
. Swiss will continue to rely on travel agents and are willing to pay for these services
. The local travel trade continue to control 90% of long-haul travel
. The purchasing power of the Swiss franc may positively impact travel
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
UNITED KINGDOM
International Traveler Profile:
. The U.S. is the number one long-haul destination capturing 39% of market share
. Top three visited states were Florida, New York, California
. Florida profile is one of young families on fly/drive holidays
. Stays for 14.2 nights
. Stays in hotels, Private and/or rented homes
. Sun and beach trips continue to be the most favored holiday
Travel Preferences & Trends:
. 77% of British travelers to the U.S. are repeat visitors
. Variety of product and services in U.S. is enticing
. Increased services from the United Kingdom to Florida via Orlando and Miami increase
exposure of the Florida Keys to the UK market
. Only about 1/3 of long haul holidays are purchased as inclusive packages. The UK traveler is
seasoned and becoming very sophisticated. They are willing to travel out of the established
tourist areas, and are seeking lesser-known destinations
. Niche travel segments becoming very popular (Le. dive, sailing charters, study tours, etc)
Economic Considerations and Political Trends:
. Continuation of strong pound to dollar exchange makes U.S. travel favorable
. UK market is expected to enjoy unprecedented growth over the next few years
. Competition amongst other destinations within the U.S. will cause Florida holiday centers to
re-market their product
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
II. ASIA
JAPAN
International Traveler Profile:
· The U.S. continues to be the most popular long haul destination
· The top three visited states in 1999 were Hawaii, California, New York
· The states with the greatest potential for an increase in arrivals is Nevada, California, Florida
· Hawaii will remain at top place
· 50% of visitors to the U.S. were men, aged 18-44 years old
· Female visitors, also known as "office Ladies", have the largest disposable income. They are
characterized as secretaries, aged 20-25 year old, live at home and generally have no
expenses
· The senior traveler is the fastest growing market segment in the Japanese tourism sector
· Visits mainland for approximately 10 days
· Stays in hotels and condominiums
· Prefers shopping, natural and scenic attractions, theme parks, sunbathing and other beach
activities
· 54.8% of travelers use full package tours (air, accommodations, escort services)
· 42.8% of travelers use "free time" packages tours (air and accommodations only)
Travel Preferences and Trends:
· Japanese prefer to travel in groups
· In 1999, of those who purchased packaged travel, 95% of travelers purchased air and lodging
inclusives
· Peaks in travel to FL are Sept/October and Feb/March
· Orlando and Miami top draws due to airport accessibility
Economic Considerations and Political Trends:
· Market has been in a decline since 1997, however TIA estimates a 19% increase in arrivals for
2002
· Re-building economy looking for value or packaged tours
· Excluding states with non-stop service, Florida ranks as #1 preferred destination
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
III. NORTH AMERICA
CANADA
International Traveler Profile:
. The typical Canadian visitor to the US is male, age 43, female age 42
. Prefers shopping (77%), sightseeing (56%), and renting cars (43%)
. Selling points: Treat Canadians as distinct from Americans
Provide a perception of high value
Provide a discount incentive to the Canadian dollar
Travel Preferences & Trends:
. Florida, California, and Arizona rank as top non-border state destinations
. 66% prefer to fly, 30% drive to their destination of choice
· Of Canadian visitors, 53% come from Ontario, 20% from the West and 26% from Quebec and
the Maritimes
. Like destinations that are accessible and economical-high perceived value
. Like highly rated service standards of US
. A great variety of activities and attractions
. Sunshine and warmth in winter
Economic Considerations:
· 72% of visitors come for pleasure, however 18% come for business or for a convention
. The average length of stay for business travelers is 4-6 nights
· The Canadian corporate conglomerates look favorably to Florida as an incentive destination
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
IV. SOUTH AMERICA
ARGENTINA
International Traveler Profile:
· 82% of visitors to Florida were adult only
· Top 3 states visited are Florida, NY and California
· Often combine business trips with personal vacations
· Average length of stay in Florida is 9 nights
· Miami is the No.1 Port of Entry to the U.S.
· 87% prefer hotels, motels
· Florida is viewed as a family destination
Travel Preferences and Trends:
· Enjoy shopping, dining out, theme parks, water sports
· Many wealthy Argentines travel 2 or 3 times per year to the US
· Argentines tend to be well traveled and will split their travel planning evenly between packages
and FIT bookings
· Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations (e.g.
Orlando to New York)
· Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles, and
San Francisco combined
Economic Considerations:
· Strong national economy not effected by neighboring countries devaluation of their dollar
· Increased number of flights, coupled with discounted air service has stimulated long-haul
travel to the U.S.
· Proximity to Miami will further expose the destination to wealthy Argentinean travelers
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
BRAZIL
International Traveler Profile:
. Top three visited States last year were Florida, New York and California
. Miami is the number one Port of Entry for Brazilian travelers
. 85% of visitors are adults only
. The majority of Brazilian visitors to Florida enjoy a household income of over $1 OOK annually
. Tends to combine business trip with leisure excursions
. Brazilians tend to travel to FL in July, followed by December and January
Travel Preferences and Trends:
. U.S. represents good value for the dollar
. 88% of Brazilian travelers to FL are repeat visitors
. Favorite past times are shopping, dining out, sightseeing
Economic Considerations:
. After many years of triple digit inflation rates, Brazil's inflation rate is now below 10%, favoring
tourism to the U.S.
. Wholesale tour operators are reinvesting in marketing and advertising
. Packages featuring the Florida Keys are now reappearing in trade catalogues
CHILE
International Traveler Profile:
. Florida is the number one preferred destination in the States, followed by New York
. Miami in the number one Port of Entry for Chilean travelers
. July and September are the favored months of travel
. Average length of stay is 7 nights
Travel Preferences and Trends:
. Travel with family
. Tend to combine business with leisure excursions
. Favorite past times include shopping, dining out, and sightseeing
Economic Considerations:
. One of the most stable Latin American countries, both politically and economically
. Increase in lift, competitive air pricing, and attractive tourist packages may favorably influence
travel
. American Embassy has engaged a rewards program for Chilean Travel Agents to sell travel
the u.S.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
MEETINGS AND CONVENTIONS MARKET PROFILE
The Meetings and Incentive market segment has shown consistent growth within our industry with
many of the meetings hotels expanding already existing meeting space. Marketing focus is
toward the traditional domestic feeder markets, such as the Northeast, Mid-Atlantic, Midwest and
the Southeast. Traditionally we see business from the northern segments during "high season"
and from the Southeast, particularly Florida, during the summer and fall months. Based on the
available meeting facilities throughout the destination and their holding capacities, sales efforts
lean towards group business ranging in size from 15 to 300 attendees. The average size group
tends to indicate a range between 60 to 80 attendees.
There are several types of markets that have used our area meeting hotel facilities. The
Corporate market segment tends to fluctuate with company's individual business earnings as well
as the overall economy. The Pharmaceutical and Financial segments within the Corporate
market have shown significant strength during the last season, although recent economy
rumblings have effected contract negotiations. The Incentive market segment shows strength
during the winter and summer months, and the National and State Association markets show
interest in the summer and fall months.
There are several professional associations which we align ourselves with for assistance in
numerous areas. These professional associations include: Meeting Planners International (MPI),
Association Forum of Chicago, Florida Society of Association Executives (FSAE), and the
Tallahassee Society of Association Executives (TSAE).
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
GA Y MARKET PROFILE
The Gay market segment is showing consistent growth in occupancy in the gay and gay friendly
properties. According to the recent survey of gay and lesbian visitors to the Keys, the average
length of stay in these properties was an average of 5.45 nights, with hotels, motels and resorts
capturing 32% of these visitors.
A recent survey by Community Marketing, Inc. projects a 13% increase in the gay and lesbian
visitors to Key West. Twenty six percent of the respondents had household incomes in excess of
$100,000, while 16% were in the $75,000-$100,000 bracket.
Marketing efforts towards this travel segment include trade shows for both travel professionals
and consumers. Membership in the International Gay and Lesbian Travel Association offers both
networking and marketing opportunities. The destination is also represented at international
venues including World Travel Market in London, Christopher Street Festivals in Europe, and ITB
in Berlin. We also enjoy considerable press coverage in Europe through Stuart Newman
Associates, McCluskey and Associates and TDC staff members.
The Gay and Lesbian community has disposable incomes with a propensity for travel. There is a
nationwide trend towards more diversified travel experiences, and combined with this particular
markets' discretionary income and a greater variety of options-makes the gay market extremely
lucrative for our destination.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
FY 2001-2002 SALES ACTIVITY CALENDAR
OCTOBER 2001
October 1-4
National Trade Shows
Pleasanton, Fresno, Sacramento, Millbrae, California
Registration: $1,975 Jutta Farrer
Co-op participation not available per NTS.
Tabletop exhibit format limited to 100-125 travel agents in each city allowing for one on one
contact between suppliers and agents. NTS provides a well-organized and professional show
with purposeful pre show marketing to insure forecasted attendance.
October 8-10
Incentive Travel and Motivation Exhibition (ITME) SOLD OUT
Chicago
Registration: $5,000 Susanne Tortu
The 29th annual Motivation Show takes place in conjunction with the 68th annual National
Premiums Incentive Show, and always presents great value for our promotional efforts. It is
projected that this year's show will attract nearly 20,000 travel buyers. Surveys indicate that 75%
of the audience attend no other incentive show and over 54% of the attendees are the final
decision-makers.
Visit Florida coordinates a "Florida Section" in a high profile area of the convention center, of
which we have registered for 400 feet of booth space. Co-op participation is allowed at $800 per
registrant. Full participation within the destination booth has been reached at 11 participants.
(Cooperative participation will begin in November of 2001 for the ITME 2002 show).
In addition, Visit Florida will require from each Cooperative participant an individual "Florida
Section Fee" from secondary partners of $100 per delegate.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
October 18
International Gay and Lesbian Travel Expo
San Francisco
Registration: $600 Steve Smith
Industry may participate in brochure distribution at $50.
This is a gay travel workshop/table top exhibit for trade only followed by a 5-hour consumer show.
The Florida Keys and Key West has participated in this event for the past six years. The show's
format allows for networking with both travel trade and consumers who travel on a regular basis.
October 20-22
AAA Travel Vacation Expo
Cleveland, OH
Reg istration:
$1,500
Jutta Farrer
This two day event targeting AAA travel agents and consumers is the largest travel trade show in
Cleveland. This will be the first time that the TDC is participating in this show, and will give us the
opportunity to showcase our destination to over 20,000 people over a two day period. Co-op
participation not available at this time.
October 22-25
National Trade Shows
Cherry Hill and Morristown, New Jersey; Long Island, NY
Registration:
$2,700
Jutta Farrer
Co-op participation not available per NTS.
Table top exhibit format limited to 100-125 pre-qualified agents allowing for a close 1: 1 ratio of
trade professionals to suppliers. NTS provides a well-organized and professionally operated
show with purposeful pre show marketing to insure forecasted attendance.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
October 24
Atlanta Journal Constitution Fall Travel Trade Show
Atlanta, GA
Reg istration:
$650
Susanne Tortu
Attracting Meeting Planners and Travel Agents from the Atlanta Metro region as well as it's
neighboring states, the Atlanta Journal Constitution Travel Show has become one of the most
successful shows in the Southeast. Between 300-500 planners and agents are expected to
attend this event.
NOVEMBER 2001
November 4-7
Florida Encounter SOLD OUT
Boca Raton, FL
Registration: $2900 for 2 delegates Susanne Tortu, Stacey Mitchell
Visit Florida will produce the 22nd annual Florida Encounter show to showcase statewide meeting
and convention suppliers to approximately 175 out of state planners. There is a close 1: 1 ratio of
planners to suppliers, in addition to media being present at this appointment show. We have
committed 2 delegates to attend due to the quality of planners and heavy appointment requests in
the past.
Co-oping not permitted per Visit Florida. Industry participants must contact Visit Florida directly.
Visit Florida will work with the TDC to arrange a "Keys" section once registration has been
completed. Contact Kim McClean at Visit Florida, (850) 488-5607. Partner fees $1800 (single
booth); non-partner fees $3600 (single). Shared booths permitted at $3875 for Partner/Non-
Partner shared. Limited to 2 delegates per booth.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
November 9-14
NT A National Tour Association
Houston, TX
Registration: $1,005 Jutta Farrer
The National Tour Association is North America's premier packaged travel association. NTA
represents more than 630 regional tour operators, large tour companies and destination
management companies. The annual convention, featuring the Tour and Travel Exchange,
consists of pre-scheduled appointments between the travel trade and suppliers.
Co-op opportunities not available per NTA.
November 12-15
World Travel Market
London, England
Budget:
$23,000
Sabine Chilton/Steve Smith
Keys industry open to co-op participation. Fees: $1200 per delegate in Keys destination booth.
World Travel Market is the UK's largest annual travel trade show held in Earls Court Exhibition
Centre. FLAUSA creates a Florida Pavilion for the state industry to exhibit their products and
meet with travel agents, tour operators, and travel media
The UK market has become the cornerstone of the Florida Keys international marketplace. The
Florida Keys will continue to show a strong presence in this marketplace to build on existing trade
relationships as well as identifying emerging "niche" travel markets.
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DECEMBER 2001
December 13
Holiday Showcase (Association Forum of Chicago land)
Chicago, IL
Registration: $1900 Susanne Tortu
A sell-out show year after year, Holiday Showcase has become the premier Meetings Show in
December. Well over 650 suppliers attend this show, attracting Chicagoland's Association and
Corporate Executives, Meeting Planners and Incentive Houses, and Corporate Travel Managers.
Visit Florida also offers one cooperative delegate spot at $830 or $150 for brochure distribution.
JANUARY 2002
January 4-13
Cincinnati Travel, Sports and Boat Show with Visit Florida
Cincinnati, OH
Registration:
$800
Jutta Farrer
TDC will represent destination via brochure distribution only.
To ensure our presence in this key market we will participate in the brochure distribution
being offered by Visit Florida. The response received during the show in 2001 was very
positive and further Florida Keys and Key West industry participation is encouraged.
Industry partners interested in this market should contact Sharon McDonald at (850)
488-5607, ext. 323 for more information.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
January 8-13
Vakantiebeurs
Utrecht, The Netherlands
Registration: $1500 Sabine Chilton
The TDC will exhibit as part of the Visit Florida booth. Considered the largest travel and tourism
event in The Netherlands, over 150,000 consumers and travel trade attended in January 2001.
First day is limited to travel trade and media only with an appt based format.
The U.S. is the number one preferred long-haul destination for the Dutch market, capturing 32%
of the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen
interest in outdoor activities. There was a positive response from our presence at last year's
show, therefore we will continue to pursue this lucrative market.
Industry partners interested in participating should contact Visit Florida at (850) 488-5607 for
additional participation information.
January 10-13
Reiseliv
Oslo, Norway
Registration:
$1750
Jutta Farrer
Reiseliv is Scandinavia's premier Travel and Tourism show. This is the most important forum and
market place for the Norwegian and international travel industry in Scandinavia. The show is
open to both travel trade and consumers. Last year's attendance topped 40,000 visitors, and the
request for information on The Florida Keys and Key West surpassed our predictions. Our
participation at this major European show will further position ourselves positively in this growing
market segment.
January 15-18
Florida Sales Calls
Tampa and Orlando
Budget:
$1500
Susanne Tortu
Pre-scheduled appointments will be made by the TDC to qualified corporate accounts in the
greater Tampa Bay and Orlando areas. With improved lift and summer corporate business, the
central Florida region is a wealth of opportunities for our destination. CO,op participation is limited
to the first 4 registrants, and registration fees will be in the form of food and beverage
sponsorships at each appointment. Registration will open November 1 st.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
January 23-25
Florida Huddle
St. Petersburg, FL
Budget:
$2050
Stacey Mitchell
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TOC will coordinate a Florida Keys section if number of
registrants from the destination warrants.
Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to
promote Florida product to the international FIT and group tour market. There are only 2 shows
per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as
cost prohibitive and will give you Florida-specific exposure.
FEBRUARY 2002
February 2-10
Eastern Sports, Boating, Camping Travel and Outdoor Show
Harrisburg, PA
Registration: $600 Jutta Farrer
TDC will represent destination via brochure distribution only.
With an increased interest in "Action and Adventure" travel, the TDC will participate in a brochure
distribution at this show that attracts nearly 40,000 consumers. Industry partners interested in
participation opportunities may contact Sharon McDonald with Visit Florida, (850) 488-5607,
ext.323.
February 15-17
Texas Home and Garden Show
Houston, TX
Reg istration:
$400
Jutta Farrer
TOC will represent destination via brochure distribution only.
This consumer show draws over 40,000 people over a two day and a half day period. With
Houston being the fourth largest city in the US, coupled with high family average incomes
guarantees an upscale consumer attendance. Houston also has two of the largest airport
facilities in the country providing non-stop service to major Florida cities. The response received
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
during the show in 2001 was very positive and further Florida Keys and Key West industry
participation is recommended. Industry partners interested in participation may contact Beth Rice
at (214) 750-6166 for further information.
February 16-17
Los Angeles Times
Long Beach, CA
Registration: $1,650 Jutta Farrer
Industry participation at $400 per partner, limited to two partners.
The LA Times Travel Show is one of the most attended travel shows in Southern California. Last
year over 10,500 consumers and 1,000 travel agents attended. Partner participation is
encouraged considering the amount of business conducted on the show floor during last year's
event.
February TBD
FLORIDA LlVEI with Visit Florida
New York City
Registration:
$900
Jutta Farrer
Co-op opportunities not available. Must be a partner with VISIT FLORIDA to participate. Contact
the Visit Florida office in Tallahassee (850) 488-5607 for further information.
This is an interactive, evening tradeshow including, but not limited to, tabletop displays. Live,
themed presentations showcasing various Florida tourism products are encouraged. 300-500
travel agents are transported from around the tri-state area to a premier venue, making FLORIDA
LIVE! one of the most successful consumer shows of the year.
February 20-24
BIT
Milan, Italy
Registration: $3,500 Stacey Mitchell
Co-op participation available at $850 per delegate. Over 40,000 travel trade, consumers and
media attended BIT in 2001, making this Italy's largest trade show. Italy has proven to be a key
market for the Florida Keys, and this show is one of the few opportunities available to showcase
our destination to this market segment. The Commercial Service of the Visit USA Committee/Italy
will pre-schedule appointments for the destination during the first two days of the show, and
McCluskey and Associates will have media presence at our destination booth.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
February 23-27
Travel South
Hot Springs, AR
Registration: $1,200 Jutta Farrer
Travel South USA is the nation's oldest and largest regional travel organization that promotes
travel to and within twelve southern states. This computerized travel marketplace attracts
domestic and international tour operators as well as retail travel agents and southern motor coach
tour companies. Our participation in 2001 generated an exceptional response. Our destination
was one of the most requested suppliers with a full appointment schedule.
February, TBD
Ft. Lauderdale Pridefest Market
Ft. Lauderdale, FL
Registration: $400 Steve Smith
Brochure distribution is encouraged at $30. Delegates may join the booth for a badge fee of $25.
This is an annual event that offers a great opportunity to meet with thousands of consumers who
travel to our destination during the off season. The Florida Keys and Key West have traditionally
been the only destination represented at this event. The 2000 Pridefest indicated an increase in
competition for Gay tourism dollars with Puerto Rico and British Tourism Authority exhibiting.
February TBD
Travel South Southern University Private Sector Showcase
Sales Calls with Visit Florida
Tokyo and Osaka, Japan
Registration: $1,000 Sabine Chilton
Visit Florida is coordinating a series of trade seminars in Japan's largest cities to promote Florida
destinations to the Japanese travel trade. With consumer confidence up, Japan is slowly
recovering from their economic woes, and Florida remains a popular choice for long-haul
vacations. The Japanese continue to rely on travel planners for recommendations on tours and
packages, therefore our exposure to these travel counselors is key in re-developing this market.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
February TBD
Destination Showcase
Washington, DC
Registration: $1,900 Susanne Tortu
Destination Showcase is known as one of the most efficient and effective ways to reach and
influence professionals who plan meetings and select sites for thousands of meetings each year.
Qualified meeting planners depend on Destination Showcase to review and select sites from a full
range of domestic and international destinations.
February TSD
3rd International Conference on Gay and Lesbian Tourism
Washington, DC
Registration: $1,000 Steve Smith
Brochure distribution available at $75 per business.
This is the 3rd conference and the 3rd time that the destination has participated. Attendees at the
conference include representatives from international destinations, airlines, travel agencies, tour
operators and gay media.
The table top travel expo is open to both travel trade and consumers.
MARCH 2002
March 14-17
Salon Mondial du Tourisme
Paris, France
Registration:
$2,950
Sabine Chilton
Co-op opportunities available at $500 per delegate.
This trade fair is the largest consumer show in the French speaking market. With over 100,000
visitors over the four day show, the Florida Keys and Key West will be able to present our
destination to both the travel trade and consumer. The French are known to be highly
individualistic in their travel behavior, and this show is a means to reach them. Over 55% of
French travelers to the States come from Paris and it's metro region. The Keys will exhibit as part
of the Visit FL section.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
March 16-17
9th National Gay and lesbian Consumer Show
New York City
Registration: $5,500 Steve Smith
Co-op participation available at $175 per participant, limited to 12 delegates.
This show typically draws over 14,000 consumers and travel professionals. Major corporate
sponsors include American Airlines, US Postal Service, IBM, Continental Airlines and United
Airlines. More and more destinations are exhibiting at this show in order to compete for the gay
tourism dollar.
Our presence has grown during the 8 years we have participated, and we encourage continued
industry participation. Our destination continues to be the most popular exhibitor at the show.
March 16-20
International Tourismus Borse (ITB)
Berlin, Germany
Registration: $10,000 J. Farrer/S. Mitchell/S. Smith
Co-op opportunities available at $950 per delegate. The Florida Keys and Key West will exhibit
within the FLA USA section. We will continue to contract for a consumer and trade booth.
This trade fair is known as the world's largest tourism showcase. ITS 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 being the top origin of international visitors,
therefore making ITB one of the most important trade events of the year. Our German market
sales office will coordinate appointments during the trade days, and significant media coverage
regarding gay and mainstream travel will be coordinated as well.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
March 18-19
Corporate Travel World
New York City
Registration: $3,000 Susanne Tortu
Co-op participation with industry is available at $850 per delegate. Limited to 6 participants.
CTW is a trade only event open to individuals whose occupations involve setting or administering
corporate travel policy, managing or budgeting for corporate travel expenditures, negotiating with
travel industry suppliers as well as corporate, association and independent meeting planners.
This is a strong venue for the destination to show a unified presence and to remind planners why
the Florida Keys is a viable destination for meetings.
March 21-24
TUR
Goteburg, Sweden
Registration: $1,700 Sabine Chilton
TUR is the largest travel & Tourism trade fair in Scandinavia. Last year 53,000 visitors attended
this show. The first two days are restricted to travel trade and media, the last two days are open
to consumers. Last year 8 Florida destinations were present at this show and there was a
significant amount of requests for information regarding our destination. Scandinavia continues to
show growth in our visitor profile survey, therefore warranting our exposure to this market.
March 22-24
Beneath the Sea Dive Show
Secaucus,NJ
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available to the Dive Industry at $200 per Dive Operator. Maximum number of
participants will be 6, using 300 square feet of booth space. This is a well attended consumer
show, catering to the Dive Consumer in the lucrative Northeast corridor. We received great
exposure at the 2001 show and expect the same results for this show.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
APRIL 2002
April 11
Gay and Lesbian World Travel EXPO
New York City
Registration: $600
Brochure distribution available at $50.
Gay travel workshop/table top exhibit for trade only followed by a 6 hour consumer tabletop show.
The Florida Keys and Key West has participated in these venues for the past six years and
provide a means to network with travel professionals and consumers.
Steve Smith
April 15-19
Destino USA
Argentina, Brazil and Chile
Registration: $3,000 Sabine Chilton
No co op opportunities available; Keys exhibitors may register direct with Conex Promotions (305)
661-7650. Registration monies vary on which show you wish to attend.
This is a series of one-day travel trade shows focusing on Latin American travelers for US in-
bound travel. Argentina, Brazil and Chile are the most upscale countries in the South American
market and regularly alternate as the top producers in the Latin arena.
April 17-18
HSMAI's Affordable Meetings Mid-America
Chicago, IL
Reg istratio n:
$925
Susanne Tortu
Delegate co-op available at $750 per delegate. Limited to 4 industry participants.
HSMAI (Hospitality Sales and Marketing Association International) sponsors the event which
brings together qualified meeting planners from all disciplines with suppliers in a forum that
provides educational and business opportunities. This second annual event captures planners
from one of our target markets: the greater Chicagoland region.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
April TBD
FLORIDA LIVE! with VISIT FLORIDA
Chicago, IL
Registration: $800 Jutta Farrer
Co-op opportunities not available. Must be a partner with Visit Florida. Interested industry
partners may contact Tom Nibbio with Visit Florida at (312) 335-0053.
This is an interactive, evening tradeshow including, but not limited to, tabletop displays. Live,
themed presentations showcasing various Florida tourism products are encouraged. This will be
the 3rd annual Chicago show, following an extremely successful show last year. Between 300-
500 travel agents are transported from around the Chicagoland region to a premier venue.
April 26-28
Our World Underwater Dive Show
Chicago, IL
Registration: Covered by Dive Umbrella Susanne Tortu
Cooperative participation available to the Dive Industry at $200 per Dive Operator. Maximum
number of participants will be 6. This is a well attended consumer show, catering to the Dive
consumer in the Midwest region. We received great exposure at the 2001 show, and expect the
same results for this show.
MAY 2002
May 2
Golden Opportunities with Meeting Spots
Tallahassee, FL
Registration: $800 Susanne Tortu
Co-op opportunities available at $200 per participant; limited to 7 participants. This evening show
focuses on the lucrative Florida Association market, which is critical to the Florida Keys summer
business base. All major Florida CVB's attend and the show guarantees seeing no less than 200
planners.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
May TBD
American Airlines Vacations Reservations Agent Training
Tulsa, OK
Registration: $1,000 Jutta Farrer
Industry co-op participation available; limited to 6 partners.
A "Florida Keys and Key West Destination Day" will be coordinated at the American Airlines
Vacations Reservations Center in Tulsa. This is an opportunity to educate approximately 200
agents about our destination and your product. Partner fees will be in the form of give always and
food and beverage contributions for the event.
The TOe participated in last year's event with Visit Florida, and was rated the most popular
destination by the reservations agents.
May 25-29
TIA's POWWOW
New Orleans
Registration: $8,500 Sabine Chilton
Co-op opportunities available, limited to 4 delegates. Registration will open in early fall.
Companies interested in pursuing the international market and joining TIA should call (202) 408-
8422. This show sells out every year, so early registration is critical for exhibiting.
Pow Wow is the premier marketplace for over 1500 inbound tour and travel promoters.
Participation in this show is key in pursuing the wholesale market, with participants hailing from
over 70 nations. This is an appointment show with trade show booths and many networking
opportunities.
JUNE 2002
June TBD
Sales Mission to UK and Ireland
London, Birmingham, Manchester, Dublin
Budget: $4,500 S. Mitchell/S. Chilton
Industry participation available at $1000 per delegate. Delegate fees include coordination of
mission, food and beverage at appointment sites and inter-city transportation. Fees do not
include air transfers, hotel accommodation or personal food and beverage expenses. Sales calls
and reservation center training will be conducted in the cities listed above focusing on travel trade
with some media interaction as well. TDC staff to be escorted by UK market representatives.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
June TBD
International Gay and Lesbian Travel Association (IGL TA)
Ft. Lauderdale
Registration: $700 Steve Smith
Brochure distribution is available at $50 per business. Delegates must be registered convention
attendees to participate in the brochure distribution.
This annual event is attended by over 300 professionals. Included in the registration are
seminars, workshops, a travel expo and net working functions. Destinations exhibiting in this
event have grown steadily over the years, as competition for the gay travel dollar increases.
June TBD
Seas pace Dive Show
Houston, TX
Registration: Covered by Dive Umbrella Susanne Tortu
Cooperative participation available to the Dive industry at $200 per Dive operator. Maximum
number of participants will be 6. In an attempt to gauge the Dive consumer in Texas, the Dive
Umbrella is exhibiting for the first time with Seaspace. Texas has proven to be a strong travel
market for our destination, therefore we look to tap into the Dive portion in this region.
June TBD
Atlanta Pride
Atlanta, GA
Registration: $400
Brochure distribution available at $50 per participant.
This event draws thousands of consumers from the Atlanta metro region. This Pride event is well
attended and booth participation will be limited. Past participation shows a continued interest in
the destination making this a strong venue for our marketing efforts.
Steve Smith
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
JULY 2002
July, TBD
San Diego Pride and Travel Expo
San Diego, CA
Registration: $600 Steve Smith
Brochure distribution available at $75 per business.
This Pride event is in its 28th year and typically draws over 100,000 attendees. The festival is held
in Balboa Park, in the heart of the Gay and Lesbian District. A travel expo, along with major
corporate sponsors, attend this event in order to attract Gay tourism dollars.
July, TBD
Meeting World
New York, NY
Registration: $1,500 Susanne Tortu
Co-op participation available at $800 per delegate; maximum number of delegates is 6. Meeting
World has taken on new management and has resurrected it's self, boasting a 100% increase in
attendance over the 1999 show, registering over 1200 qualified meeting planners. The TDC has
participated in this venue in year's past, and this new outlook warrants our continued support in
this very lucrative market.
July TSD
Tampa Bay Business Guild Pride Expo
Tampa, FL
Registration: $375
Brochure distribution available at $50 per business.
The TDC has not exhibited at this event before, however the greater Tampa Bay area is a prime
market for our destination. There is good lift opportunity from Tampa's International Airport, and
most visitors from this area come to our destination in the summer months. Approximately 15,000
consumers attended this event in the past, and included in the registration is the expo, seminars
and workshops.
Steve Smith
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
AUGUST 2002
August, TBD
North Halsted Street Days
Chicago, IL
Registration: $550 Steve Smith
Brochure Distribution is $75 per participant. Delegate participation encouraged.
This event is in its 11 th year, and has been a sell out the previous eight. The event is the largest
two-day Gay and Lesbian festival, and attracts over 250,000 attendees. The destination
delegation works closely with American Airlines/American Eagle, which is one of the corporate
sponsors of the event.
August, TBD
Canadian Meeting and Incentive Travel Symposium and Trade Show (CMITS)
Toronto, Ontario
Registration:
$2,000
S. Tortu/S. Chilton
Endorsed by MPI, CMITS is Canada's leading educational forum designed exclusively for
professionals responsible for organizing meeting and incentive travel programs. It serves
corporate and association buyers looking for new venues, destinations, ideas and services for
their future programs and over 1,600 attendees are anticipated to attend.
In a recent Meetings and Incentive Travel Market Survey, 56% of responding Canadian
Organizations plan to use the Florida sunbelt for future programs.
August, TBD
Reservations Training Continental Airlines/Continental Vacations/Southwest Airlines
Vacations
Salt Lake City, UT
Jutta Farrer
Industry co-op participation available; maximum of four partners.
The TDC will coordinate a "Florida Keys and Key West Destination Day" at the above mentioned
reservation center offices. This came as a formal request from the office manager of Mark Travel,
Continental Airlines Vacations and Southwest Airlines Vacations. (who works closely with
Certified Vacations in Ft. Lauderdale). We will be able to educate and train close to 700
reservationists on selling the destination and the different products available. In lieu of a
participation fee, the TDC asks that industry partners sponsor food and beverage breaks along
with prize give aways to create a fun, motivational environment.
J-41
Monroe County Tourist Development Council 2001-2002 Marketing Plan
SEPTEMBER 2002
Affordable Meetings National
September 4-6
Washington, DC
Registration:
$1,585
Susanne Tortu
Delegate co-op available at $750 per participant. Limited to 4 participants.
HSMAI (Hospitality Sales and Marketing Association International) sponsors this event which
brings together qualified meeting planners from all disciplines with suppliers in a forum that
provides educational and business opportunities. The Florida Keys and Key West participates in
this event to continually promote our diverse opportunities in the meetings and incentive
marketplace.
September TSD
New York's Travel Expo
New York City
Reg istration:
$1,500
Jutta Farrer
This two-day consumer show targets upscale travelers showcasing exotic escapes and
destinations. The inaugural show expected 5,000 to 6,000 visitors. Additionally, the producers
are inviting 3,500 travel agencies from the neighboring suburbs of Westchester, Long Island,
Southern Connecticut and Eastern Pennsylvania.
September, TSD
3rd National Gay and Lesbian Consumer Show
New York City
Registration: $3,000 Steve Smith
Co-op participation available at $175 per delegate, limited to 12 industry partners.
Last year this event drew over 12,000 consumers and travel professionals. As a sponsor, the FI
Keys and Key West will benefit from continuous live promotions, over $250,000 in advertising in
both mainstream and gay press, 75,000 direct mail pieces and 150,000 discount coupons.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
September, TBD
Meetings Quest with HSMAI
St. Louis, MO
Registration: $1.245 Susanne Tortu
Delegate co-op available at $750 per participant. Limited to one delegate.
HSMAI has sponsored this event since 1984, bringing together qualified meeting planners from all
disciplines with suppliers in a forum that provides educational and business opportunities. The St
Louis region has yet to be tapped, and does include the largest incentive travel house in the U.S.:
Maritz Travel Company.
If possible, formal sales presentations will be made to Maritz Travel Company campus following
the show.
September, TBD
Top Resa wi Visit Florida
Deauville, France
Registration: $3,500 Sabine Chilton
Top Resa, in its 20th year, traditionally kicks off the tourism marketing season in France. This
three day show attracts over 12,000 travel trade professionals from all over France, and heavy
media coverage with 450 journalists in attendance. The Florida Keys will be exhibiting as part of
the Visit Florida section, and will inform industry partners if co-op partnerships are available.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
CELLET TRAVEL SERVICES, LTD.
UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Make 35 sales calls per month
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in London
Liaise with McCluskey & Associates Public Relations
Advise TDC on UK market trends
Monthly Sales Report
Maintain strong alliance with Visit USA Committee
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Fee $42,800
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activity
World Travel Market
London Consumer Show
Manchester ConlTrade
Dublin Consumer Show
Dive Show, London
Resources
Sub total
actual cost
o
$ 3,700
$ 3,300
$ 800
$ 2,000
expenses
$ 600
$ 900
$ 900
$
$ 900
co-ord. svc.
$ 1,200
$ 2,000
$ 2,000
$ 800
$ 2,000
UKlTDC joint Training mission
Total United Kingdom Budget
J-44
$ 1, 800
$ 6,600
$ 6,200
$ 1,600
$ 4,900
$ 1,950
$29,550
$ 4,000
$76,350
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Cettet Travel Services, Ltd., represented through
Get It Across Tourism Marketing
October 015t, 2001 - September 30th, 2002
GERMANY (Switzerland, Austria)
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in Frankfurt
Liaise with McCluskey & Associates Public Relations
Advise TDC on market trends
Monthly Sales Report
Maintain strong alliance with Visit USA Committee
Personnel, administration, office facilities, consultation, communication
Fee $21,600
Operating Budget:
Costs Co-ord Total
1) Trade Events, Exhibits, Promotions, Special Projects:
Consumer Travel Shows: Brochure Distribution
Duesellforf (with Visit USA: Nov 9-11, 2001)
Friedrichshafen (with Visit USA: Nov. 16-18,2001)
Leipzip Messe (with Visit USA: Nov. 21-25, 2001)
Cologne (with Visit USA: Nov. 30-Dec.02, 2001)
Mannheim (with Visit USA: Jan. 11-13,2002)
Stuttgart (with Visit USA: Jan. 19-27, 2002)
Zurich (with Visit USA: Jan. 24-27, 2002)
Hamburg (with Visit USA: Feb. 06-10, 2002)
Munich (with Visit USA: Feb. 16-24,2002)
(covers registration)
$650 $150
$650 $150
$650 $150
$650 $150
$650 $150
$650 $150
$1,200 $150
$650 $150
$650 $150
$6,400 $1,350
J-45
$7,750
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Vusa Trade Days (Trade Show incl.presentation)
Hamburg (with Visit USA: Sep. 26, 2001)
Nuernberg (with Visit USA: Oct. 18,2001)
(covers registration, travel)
Specialized Shows: Booth & Assistance
ITB 2002, Berlin: Appointment Scheduling, Booth Assist.
Euro Diving travel Show in Muc in Nov 2001
Gay Pride, Cologne: July 2002
Gay Pride, Munich: July 2002
Gay Pride, Berlin: July 2002
2) Sales Calls to Switzerland, Austria October 2002
3) Direct mailing of FL Keys Newsletter
4) Resources
$1,450
Total Operating Budget
Total Basic Services
Total Germany (Switzerland, Austria) Budget
J-46
Costs Co-ord Total
$750 $500
$750 $500
$1,500 $1,000
$1,500 $2,500
$2,500 $500
$1,000 $500
$1,000 $500
$1,000 $500
$7,000 $4,500
$2,000
$2,500
$11,500
$2,000
$2,500 $500 $3,000
$1,450
$20,850 $7,350 $28,200
$21,600
$49,800
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Memberships
American Society of Travel Agents (ASTA)
Hospitality Sales & Marketing Association International
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL TA)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA United Kingdom
Visit USA Germany
Visit USA Italy
Visit USA Sweden
Chicago Association Forum
Receptive Services Assn
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
National Tour Association
Resources
$ 465
$1 ,060
$ 250
$2,000
$ 170
$ 500
$1,000
$ 700
$ 550
$1,125
$ 650
$ 800
$ 295
$ 385
$ 300
$ 225
$ 175
$ 75
$1,500
$1 ,000
Total Memberships
$13,225
J-47
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Measurability
Group leads follow up from hotels, i.e. room nights, number of pax, lost business (if so, why).
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Annual UK and German market reports.
Annual Sales & Marketing Property Survey reflecting:
Increases or decreases or no change in travel agent commissions
Length of stay
Market segment mix, i.e. repeat, group, domestic, foreign, corporate, leisure,
association, incentive, FIT, etc.
Post show evaluation to industry partners: Indicating feedback with regards to booking activity
and inquiries as a result of show or sales call participation.
Tour Operator surveys: Current passenger levels traveling to destination.
Fam Surveys: Indicating travel agent, tour operator or meeting planner feedback in regards to
booking activity as a result of visit to destination.
Telemarketing Company: Each lead is contacted by a representative asking specific questions
regarding industry follow up (if any) to leads generated by TDC and action as a result.
Monitor visitor profile survey indicating travel trends in different market mixes.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
BUDGET
Registrations $122,210
Travel Expenses $ 90,000
Shipping & Booth Related $ 13,000
Postage/Phone/Xerox $ 10,000
Memberships $ 13,225
Fam Trips $ 8,000
Promotional Items $ 10,000
Resources $ 16,035
TOTAL SALES
$282,470
CELLET
SALES DIRECTOR
SALES STAFF
PART TIME STAFF
$126,150
$ 64,000
$131,000
$ 20,000
TOTAL LINE ITEMS
$623,620
J-49
Monroe County Tourist Development Council 2001-2002 Marketing Plan
MARKET BREAKOUT BY EXPENDITURES
DOMESTIC
$218,267
35.0%
INTERNATIONAL
$389,138
62.4%
RESOURCES
$ 16,215
2.6%
TOTAL
$623,620
100%
--- .
. Latin America
2%
III other Europe
12%
o UK (Ireland, England,
Scotland)
25%
III Domestic
30%
[I Germany (Austria,
Switzerland)
18%
III Gay Market (10%
inclusive)
ID Domestic
[J Germany (Austria, Switzerland)
IllI Resources
III Gay Market (10% inclusive)
III Latin America
8 Asia
o UK (Ireland, England, Scotland)
m other Europe
J-50
Monroe County Tourist Development Council 2001-2002 Marketing Plan
K. Public Rel~tions
The Florida Keys & Key West public relations plan is designed to create and take advantage of
editorial and promotional venues that do not impact the TDC's advertising media budget. Results
achieved - utilizing public relations techniques - offer credibility that tends to be measured
much higher than advertising, which provides a powerful marketing message with media value far
exceeding the public relations investment.
Stuart Newman Associates and its affiliates have been successful in securing media exposure for
the Keys valued at many times the TDC's promotional budget. The agency targets their public
relations efforts to ensure a comprehensive marketing approach with the other elements of the
Marketing Plan.
SNA has provided the Florida Keys tourism industry with public relations and marketing support
for more than 20 years.
SNA staffs the TDC account with a team of professionals dedicated to the destination on a 100-
percent basis, correspondents in the Upper/Middle Keys and Key West, as well as additional
agency personnel utilized on an as-needed basis. For United Kingdom (UK)/European markets,
the agency contracts with McCluskey & Associates which provides support based from their
London office. McCluskey & Associates also staffs and manages representation in Germany and
France.
The following proposal outlines a public relations, publicity and promotion campaign for the fiscal
year beginning October 1, 2001.
Objectives
1. Provide public relations techniques to attract new visitors and motivate previous visitors to re-
visit the Florida Keys.
2. Promote awareness of and bolster the destination's image as a vacation venue that provides
cultural and heritage offerings in both domestic and international markets.
3. To maintain international, national and statewide awareness and image of the Florida Keys &
Key West as a diversified, warm-weather vacation destination offering unique water-related
activities and ecological experiences.
4. Promote awareness and image of Florida Keys special events and attractions.
5. To provide cooperative opportunities to the tourism industry for media familiarization trips.
6. To enhance the diversity of multi-cultural awareness of the destination.
7. To provide media information and editorial to the official web site.
8. To support TDC sales efforts at appropriate trade shows that attract media.
9. To promote awareness and image of specialty markets.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Goals
1. Organize a domestic media familiarization trip targeting Keys cultural and heritage story
angles.
2. Organize at least four additional foreign media familiarization trips with emphasis on cultural
and heritage. Markets to be penetrated include the United Kingdom, Germany, France and
Scandinavia.
3. Develop a series of UK/European consumer promotions with retail outlets, internet
companies, publisher and leisure organizations featuring diving, fishing, romance and
fly/drive.
4. Increase Keys awareness in Scandinavia, the Nordic Countries and the Netherlands by
staging a Keys media blitz to media representatives in those markets.
5. Increase awareness of gay travel opportunities in Key West and Florida Keys.
6. Establish gay media kit on the web site.
7. Garner one UK/European broadcast program focusing on gay markets to produce a show
focusing on Key West gay travel.
8. Garner at least one domestic network morning news show to execute a live broadcast from
the destination.
9. Develop two to five days of live broadcasts via an arrangement with KTLA or another major
Los Angeles affiliate's morning show.
10. Stage a media blitz to Florida travel editors.
11. Develop a media fam for general aviation writers to promote the Florida Keys and the
Marathon Airport.
12. Establish an application for a Society of American Travel Writers "Phoenix" conservation
award for the Pigeon Key Foundation.
13. Develop a section of the press kit to focus on Keys scenic highway as well as heritage
trails... on the water, underwater and on land.
14. Develop intensive awareness program on the scheduled sinking of the Spiegel Grove off Key
Largo.
15. Develop at least one broadcast program from UK with a lifestyle focus.
16. Develop new PR releases and fam tours to target multi-cultural-oriented travel publications.
17. Establish PR programs and activities to commemorate 20th anniversaries of the replacement
of Overseas Highway bridges and Conch Republic Celebration
18. Establish a Web-published document for the visitor industry to provide hurricane evacuation
information.
19. Develop a journalists' storybook for general Florida Keys historical stories.
20. Establish foreign language releases for web site.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
The Public Relations Program - Domestic Overview
The agency will continue to execute a "generic" public relations program for the Florida Keys &
Key West, taking advantage of spontaneous as well as scheduled opportunities.
We will continue heavy emphasis on cultural and heritage throughout all phases of the marketing
program. The agency will continue to weave these themes into activities throughout the rest of the
media relations program.
The generic program will include updating and creating general travel releases distributed via the
Florida Keys & Key West media kit and Web site as well as researching, writing and distributing
specialized travel releases to targeted publications.
For distribution, agencies utilize extensive, continually updated databases. Currently, more than
4,000 records are kept on journalists .in the United States, Canada, Central and South America,
the Caribbean, United Kingdom and other European countries. Agencies utilize various means of
news distribution, whether by mail, fax or electronic media, such as transmitting copy and pictures
directly to wire service computer systems.
Implementation
Cultural and Heritage
As initiated in 2000-'01, Stuart Newman Associates and McCluskey & Associates will continue
center their media relations efforts around cultural and heritage themes. Specific projects include:
Familiarization trips for domestic and international journalists arranged in conjunction with special
events and attractions. Using these events as a focus, trips will explore the destinations' unique
and sometimes quirky cultural offerings to emphasize the special atmosphere that characterize
the Keys. The emphasis would be on a type of culture that's contemporary, fun and out-of-the-
ordinary, and appealing to visitors.
Other domestic and foreign journalist familiarization tours will target the Keys unique heritage
including a "Shipwreck and Wreckers' Tour." This fam trip would focus on Keys history through
the shipwrecks of the Keys' historic Shipwreck Trail and sites associated with the wrecking
industry. Journalist participants could dive or snorkel the sites along the Shipwreck Trail _
including the "San Pedro" off ISlamorada, a part of the Spanish Treasure Fleet of 1733 that lies in
only 18 feet of water; and the "City of Washington" that now lies off the Upper Keys and was the
first ship to come to the aid of the "USS Maine" after the explosion in Havana Harbor. Also
featured could be ships deliberately sunk as artificial reefs such as the "Adolphus Busch" off Big
Pine Key and hopefully the Spiegel Grove off Key Largo.
In addition, journalists would visit sites associated with the Keys' wrecking industry, which was in
great part responsible for the area's settlement in the early to mid-1800s and made Key West the
richest city per capita in the United States in the mid-1800s. These sites would include Indian
Key, Key West's Shipwreck Historeum and the Oldest HouselWrecker's Museum. One of the
highlights of the trip would be a private tour of the artifact conservation labs and exhibits at the
Mel Fisher Maritime Museum - and perhaps a dive trip to the site of the shipwrecked slave ship
"Henrietta Marie" and/or famed Spanish galleon "Nuestra Senora de Atocha."
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
New Keys and Cultural Storybooks
The agency plans to resurrect a journalist storybook concept for general Keys stories and
produce a dedicated piece focusing on Keys culture. The storybooks would be designed to
succinctly present vignettes, providing enough details to entice journalists to focus on various
heritage-oriented topics.
Web Site
Use of the World Wide Web has grown exponentially during the past several years and has finally
become a staple tool for newsrooms. At the completion of FY 2000-'01, "press room" of the
Florida Keys & Key West Web site will have been completely is redesigned with smoother
interface. For 2001-'02, the agency will seek to develop media sections featuring Keys special
events as well as sections with high-demand foreign language releases. Continue effort will be
made to utilize the Web as a source for broadcast video distribution resource.
Electronic Distribution of Media Materials
The agency is comfortable that the vast majority of travel media have finally embraced electronic
mail and the Internet, providing the opportunity for considerable savings in the arena of press
release and photo distribution. In 2001-'02, the agency proposes to completely shift its domestic
news release dissemination to electronic mail venues, not only providing greater cost
effectiveness, but also resulting in speedier communications. The agency is currently testing an
innovative, Internet-based release distribution release system which it plans to fully implement, on
behalf of the Keys, in fiscal year 2000-'01.
Photographic Library
Through contacts with travel and general media, editorially oriented Keys art continues to
increase story placement opportunities. Pictures are available either as "hard copy" slides or
digital images. For the new fiscal year, the agency plans a photo shoot concentrating on cultural
and heritage images.
Videotape Library
The agency maintains a videotape library that includes generic offerings and special events that
provide good visuals for television. Any budget surplus, at the end of the fiscal year, will be
utilized to bolster the library with cultural and heritage scenes.
News Releases
Agency plans to research and distribute domestic releases to appropriate media focusing on the
following topics in 2001-'02: At least four "What's New in the Keys," featuring new tourism
offerings and seasonal packages; a 2001 calendar of events; and a number of generic releases
focusing on cultural and heritage opportunities.
These would include, but not be limited to:
Scenic highway and heritage trails... above, below the water and on land.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
With 2002 as the United Nations-designated "International Year of Ecotourism," a story focusing
on the Keys unique eco sites including the Florida Keys National Marine Sanctuary, Key Largo
Hammocks State Botanical Site, Windley Key Fossil State Park in Islamorada, Crane Point
Hammock in Marathon, various refuges in Big Pine Key and the Dry Tortugas National Refuge off
Key West.
Keys musicians release for music publications as well as travel writers/editors about diverse
music in keys, including when and where to best discover array of talents--not just the popular
tunes of today or Jimmy Buffett-inspired sounds. There's even a symphony in Key West!
Romance and destination weddings release timed for summer bridal guides.
Spot News
The agency is poised to take advantage of unplanned opportunities to generate positive exposure
for the Florida Keys & Key West. Media is informed of story opportunities with indirect ties to
tourism, which, through the agency's media contacts, often result in national news coverage for
the Keys. Our public relations stringers in the Lower Keys/Key West and the Upper/Middle Keys
play an integral role in alerting the agency of these news opportunities as well as assisting with
coverage. The agency maintains relationships with a broadcast-quality, Keys-based videographer
and several still photographers with local facilities to provide visual coverage of unplanned events.
Travel Trade Public Relations
The agency strives for consistent placement of Florida Keys news items in travel trade
publications. At least four times annually it surveys hotel associations, chambers of commerce
and other sources for tourism infrastructure improvements that provide meaningful news. Results
are distributed to appropriate travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the agency
attempts to maintain high awareness of the TDC's sales and marketing staff.
The agency - either through staff or McCluskey & Associates - also plans on-site public
relations support of TDC sales efforts at the following travel-related expositions scheduled for FY
2001-'02: World Travel Market (London) with supplemental staffing by SNA; Borsa Internazionale
Del Turismo (Milan); International Tourismus B6rse (Berlin); Discover America International Pow
Wow (New Orleans) and La Cumbre de Turismo (Las Vegas, if supported by TDC sales).
The agency plans a fall domestic-trade media research trip to the destination, with group and/or
individual visits from international trade media slated throughout the year.
Local PR Support
The agency has contracted with two correspondents to provide public relations support for the
region from Key Largo to Marathon and Lower Keys and Key West.
The correspondents enhance story material gathering, provide personalized assistance to
journalists (i.e., providing story ideas and setting up interviews), cover local and spot news
events, and assist in other important aspects of the public relations plan.
K-5
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Special Events
Special events play a major role in the Tourist Development Council's public relations plan.
Besides providing a "draw" for visitors, many events are creative, indigenous to the Florida Keys
and are proven vehicles that attract media attention. Allotment of time will be based on each
event's uniqueness and ability to serve as a draw for overnight visitors or to bolster the
awareness of the destination from a cultural and heritage perspective. The replenishment of the
PR expenses in 2001-'02, provides the opportunity to once again include a line-item budget to
provide PR expenses for indigenous and PR worthy Keys events that lack appropriate funds.
PR efforts will be emphasized on those events that incorporate historical and cultural elements _
thereby continuing to support and showcase the Keys' rich history and cultural environment.
Broadcast Support
The agency has allocated funds to provide discretionary support for radio and television points
planning to execute live or taped broadcasts from the Keys. In the past these have included such
shows as Good Morning America, CBS The Morning Show, PBS and other national and regional
programs such as Good Day New York.
The agency will target a major Los Angeles affiliate to produce a series of live broadcasts from
the Keys in the spring of 2001.
The agency will seek various national cable television shows to focus on Keys cultural and
heritage topics.
The agency will once again mount a concerted effort to attract a popular spring national television
broadcast to the Keys. Traditionally each May, NBC Today Show host Matt Lauer travels to
different parts of the world for his "Where in the World is Matt Lauer" feature.
Collaboration With Other Industry Professionals
The agency assists and consults with public relations directors and firms that represent private
resorts and attractions in the Florida Keys & Key West. Our liaisons, which have proven beneficial
to the Keys in the past, also include public relations contacts at the Visit USA offices, Visit Florida
and other tourist development councils and tourism boards as well as colleagues at airlines and
cruise lines serving the Keys. Account Supervisor Andy Newman is a member of Visit Florida's
marketing committee and chairs its PR Task Force, providing the Keys additional input resources
for state marketing.
Keys PR Committee
When media focus probed Keys water-quality challenges, the agency organized a group of Keys
resort public relations professionals and other industry members to provide input and share
information. The agency plans to formalize this group into a Keys PR task force to provide an
input resource for media programs.
Representation at Journalist Conferences
SNA is one of only six agencies nationally with two members in the influential Society of American
Travel Writers. The agency traditionally represents the Keys at one regional conference and at
the national convention.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
The agency also executes exclusive Keys representation at the annual Florida Outdoor Writers
Association Conference and Outdoor Writers of America Convention.
Individual Media Research Trips
The agency works with domestic media representatives on an individual basis, creating and
arranging custom story-gathering media research trips. The agency stands by, ready to provide
needed support. This can range from simply providing reporters a press kit to personally
accompanying media representatives while in the destination. Those journalists and media outlets
unknown to the agency who request complimentary or reduced-rate accommodations and other
services are researched and qualified by the agency and its affiliates.
For FY 2000-'01, both SNA and MA each plan to organize at least 20 individual journalist trips to
focus on cultural and heritage stories.
Group Media Research Trips
The agency coordinates and personally supervises group media movements to the Keys. Some
trips are in conjunction with our UK/European agency, some with Visit Florida, a few with private
industry and others are initiated by the agency. Group media research trips coordinated by the
agency are escorted by at least one member of the account team and usually take place over a
three- to six-day period. In the issuance of invitations for media research trips, a detailed
screening process is observed to ensure participation from qualified journalists.
The agency continues to look for opportunities to co-op group familiarization trips either with a
complementary destination CVB or private sector travel- or outdoors-related industry.
Group trips for FY 2001-'02 are outlined earlier in this section.
From a budgetary standpoint, the agency will continue to allocate TDC funds for media air travel
when needed. American Airlines marketing representatives have been cooperative in providing
TDC discounted air passage for journalists and we will seek other airlines to provide similar
benefits. The agency prefers this method over "wait-and-see if we have space available for free
passage" planning. As our UK/European representatives continue to experience similar dilemmas
this will apply in their markets as well. Of course, the agency shall continue to endeavor to secure
complimentary air passage whenever possible.
Cooperative Promotions
To further stretch the PR budget, both agencies will continue to seek appropriate private sector
partners for promotions such as media familiarization tours. We also seek other compatible
Florida destinations to cooperate with fams and promotional projects organized in key markets.
Media Blitzes
Agency will participate with Visit Florida in joint media blitzes and receptions in New York,
Washington, Chicago and Atlanta.
District Programs
The agency's liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify and
produce specific area features as well as assist in the movement of journalists on individual story-
gathering research missions.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Umbrella Programs
The agency will provide public relations support, as needed, to fishing, cultural and dive
umbrellas. Separate public relations expense funding is delineated in the umbrellas' respective
budgets.
Gay Market Public Relations
As one of the country's top rated destinations for gay and lesbian travelers, Key West is a place to
be relaxed with its all welcome, live and let live philosophy. It is important to maintain the
momentum established in the press both domestically and internationally. Accomplishing this will
encompass press trips targeting gay print and television, highlighting events unique to the
destination, and joint efforts with the sales staff at the TDC as well as the sales offices in the
United Kingdom and Europe.
There also needs to be a strong communication between the segments of the community which
embrace and promote to the gay and lesbian visitors and the public relations and sales
departments of the TDC. Blending these efforts will ensure continued growth in this market
segment.
Additional gay PR activity, especially in the United Kingdom and Europe, is detailed later in this
document.
Multi-Cultural PR Activity
Agency will develop a series of news releases focusing on travel for multi-cultural market
segments and, via electronic means, distribute these materials to targeted publications. Agency
will also arrange a special public relations photo shoot to provide appropriate photographic
support for these stories. Agency will also stage a multi-cultural domestic group media trip.
PR Awareness for Keys Tourism Industry
In 2000-'01, the agency shifted its bi-monthly PR Alert, an vehicle that informs hoteliers and other
industry members of public relations opportunities, to full e-mail distribution on an as-needed
basis. This provides significant cost savings as well as speedy journalist response. Agency will
continue electronic distribution of its PR Alert.
Agency plans to continue working with area tourism associations on a periodic basis to assist
their own communications efforts outside the county.
Agency also will continue offering presentations at Keys hotel associations and/or chambers to
demonstrate how individual Keys businesses can tie in with TDC PR programs as well as
incorporate public relations into their own business marketing plans.
Crisis Management
Perhaps there is no better test of a crisis communications plan, then when a destination is directly
hit or threatened by a hurricane. Such occurrences happened in 1998, 1999 and 2000.
In all situations, a relationship fostered with Monroe County Emergency Management provided
dividends for the TDC, the industry, the visitor and helped efforts to achieve a speedy economic
recovery.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
An existing, updated Hurricane Emergency Plan, which integrates the Keys tourism industry and
community leaders serves as a guideline in the event of a storm or other occurrence. Annually,
the agency updates the plan and organizes a media blitz with and for the Monroe County
Emergency Management Office.
For 2001-'02, the agency has again budgeted for a representative to attend the annual
Governor's Conference on Hurricanes. The annual conference provides a series of workshops
and networking opportunities providing opportunities to gain additional communications skills and
resources with local, state and federal officials.
To better aid the visitor and the Keys tourism industry in 2001-'02, the agency plans to produce a
document that would communicate hurricane visitor evacuation procedures; reasons for these
procedures and helpful information for the visitor in the event of an evacuation. This document
would be available to Keys accommodations, via a PDF (Portable Document File) that could
easily be downloaded from a special section on the Keys Web site and photocopied for guests.
We would have these documents available in several foreign languages.
The agency has established a fax-blast network and voice-call alert system to provide Keys
properties and tourism interests important information in the event of any emergency.
K-9
Monroe County Tourist Development Council 2001-2002 Marketing Plan
International Public Relations Programs
United Kingdom and Europe
Market Overview
Europeans are continuing to take a greater number of shorter holidays throughout the year, so
special interest products are becoming more popular. They offer a one-off and different holiday
experience for each occasion with the Florida Keys & Key West able to offer many different
holiday experiences.
The travel industry remains highly competitive and new destinations are being continually
introduced to the consumer.
Price remains a major factor in consumer choice across Europe, and we are witnessing increased
competition from other long-haul destinations such as the Caribbean, Asia and Australia. Where
Florida was once a highly cost-competitive destination, its popularity has led to capacity problems
during key travel periods for Europeans (summer), and as such the price of Florida flights is now
on par with many other competitive destinations.
This said, The Florida Keys & Key West offers many other attractions for the European
holidaymaker, including stability, environmental awareness, variety of activities, etc.
The United Kingdom continues to offer the greatest potential for market growth, and coupled with
a strong economy will remain a major contributor to Keys tourism. There should be no reduction in
emphasis on this market - and if possible, it would be worthwhile to secure additional funding for
the consumer promotional opportunities identified later in this plan.
Although the German economy is weaker, there is no doubt that its potential remains enormous. It
is important to retain high visibility in the German market, and to continue to position the Keys
effectively against increasingly aggressive competitors.
The Florida Keys & Key West have established themselves in the Italian market and are well
known as a vacation destination, but we believe our resources could be more productively spent
in an emerging market, while continuing to maintain the Italian market.
McCluskey & Associates have reviewed the media potential for both the Dutch and the
Scandinavian markets. We have experienced a substantial increase in inquiries and interest from
the Dutch media during the past few years and feel this is a marketplace that could benefit from
an increased presence by the destination.
The Netherlands is the fourth largest tourism generating country for the Untied States and Visit
Florida estimated that the Dutch market contributed around 100,000 visitors to Florida in 2000.
The Dutch are big travelers and often will take long-haul holidays that last for up to two to three
weeks and often look at two- or even three-center trips.
K-10
Monroe County Tourist Development Council 2001-2002 Marketing Plan
The Scandinavian countries currently enjoy favorable exchange rates against the American dollar,
and Florida remains a popular holiday choice.
However, Scandinavia will be a prohibitively expensive market to achieve on-the-ground agency
support, and will have to be managed from the UK office. Fortunately, Scandinavian journalists
are comfortable receiving media releases in English, and we believe we can organize individual
and a group familiarization visits for key media from the London Office.
We will continue to provide support for the TDC during BIT in Milan, but this will be handled from
the UK office.
Implementation
The objective of the PR program for the year 2001/2002 will be to maintain and increase the level
of awareness of The Florida Keys & Key West as a must-see destination for European travelers,
with particular emphasis on culture and heritage.
In brief, we propose a three-pronged strategy:
~ To continue with a high-energy media campaign consisting of a comprehensive visiting
journalists program, including broadcast support by media releases, briefings, etc.
~ To develop high visibility promotional campaigns in association with strategic marketing
partners.
~ To exploit Internet communication opportunities.
We will continue to work closely with the destination's partners in an effort to gain additional
support from airlines, tour operators and other stakeholders in order to facilitate these campaigns.
As indicated, the PR program will continue to operate a pro-active Visiting Journalist Program,
both group and individuals, to offer first-hand experiences and generate feature editorial. We will
promote to niche markets as outlined in the plan, as well as publicize special events and new
product offers in the Florida Keys & Key West.
Particular emphasis throughout the year will be given to promoting cultural and heritage aspects
of the destination, as well as further targeting the gay market.
Visiting Journalist Program
Group tours
The Visiting Journalist Program (VJP) will continue to play an integral and essential role in the
development of The Florida Keys & Key West's profile. This will be maintained through an on-
going program of group press trips in each of the four European markets. Experience has shown
that offering an overall experience, combined with allowing free time for the media as part of the
itinerary, produces excellent and exciting copy.
K-11
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Pan-European Press Groups
In addition to the four group press trips we would recommend organizing one pan-European dive
press trip focusing on new attractions (such as the Spiegel Grove, which was held over from the
previous year), and one pan-European gay press trip which we recommend be undertaken as a
two-center familiarization.
Individual Visiting Journalist Program
The individual Visiting Journalist Program will continue to target national newspapers and quality
lifestyle publications that will or can not join escorted groups. Visits of this nature will focus on a
range of subjects, incorporating niche products as outline above, as well as introducing additional
themes such as family, food, architecture, interiors, art, culture and general lifestyle.
McCluskey & Associates will continue to target the travel and lifestyle media, selling in new and
previously unexplored story lines and feature ideas to both commissioning editors and freelance
writers wishing to secure commissions. Qualifying and evaluating individual writers will be an
automatic part of the process.
As a general observation, it is becoming much harder to obtain FoC air tickets for traveling media.
Consequently, we are particularly focussed on securing articles from journalists who have
arranged their own air.
Broadcast media
In the past year The Florida Keys & Key West have hosted a considerable number of broadcast
crews from mainstream travel programs across Europe. Sourcing effective and appropriate
broadcast media will continue to be a priority.
SSC Jetset
This program is the latest in the series of pre national lottery shows. It is currently coming to the
end of its first series, and there is strong indication that it will be re-commissioned due to its
success. However, while we are reasonably confident that the show will be re-commissioned, no
decision has yet been taken.
BBC Jetset has peaked at 10.1 million viewers, with an average of eight million. It is shown on a
Saturday night, prime time - 19.40 - 20.15.
The format of the show is based on a general knowledge quiz for six people. At the end of each
round, a contender is 'knocked-out' of the quiz, until there are only two persons left to compete for
the holiday of a lifetime.
The show prize visuals are filmed in the prize destination over a period of one day, leaving the
contenders to enjoy the rest of their time alone. On the following Saturday, there is a live link to
the destination and a three minute clip of what the winners did during their stay in the location.
This live link-up is given several hits throughout the show, primarily at the beginning and the end
of the show.
K-12
Monroe County Tourist Development Council 2001-2002 Marketing Plan
When the quiz is over at the end of the show, there is one contestant left, and they compete with
the previous week's winner directly. If the studio winner beats the winner from the previous week,
they travel to the next location for a week, but if the previous week's winner beats the studio
contestant on this final head-to-head, they are transferred from the previous destination directly to
the second holiday destination.
Jetset is very positive about the destinations it features, and requires a few luxuries for the
contestants such as a limousine transfer, finest dining, the best accommodation etc.
We have worked with the show during this series, and it is a big success. For positioning the Keys
as a first class destination this is an ideal television outlet.
Internet Publications
The UK has been slightly behind America in its pick-up of the Internet, but it would finally appear
that it is being used as an effective tool of selling destinations. In the last two years, several
internet publications have gone by the wayside, such as Utravel and Dreamticket, this has left a
select few of travel sites which have developed into strong sites, offering destination features
alongside their holiday packages, flights and accommodation details.
The most popular and successful travel sites in the UK are as follows:
~ Thomascook.com
~ TheFirstResort.com
~ Concierge. com (Conde Nast Traveler)
~ LunnPoly.com
~ E-Bookers.com
McCluskey & Associates intends to target each of these high-quality travel sites for visiting
journalists to the Keys. Each site can be targeted to include the accommodation details,
photography, and written copy for several locations in the Keys.
Most of these travel sites are currently using second-hand copy for their destination features from
sources such as the Lonely Planet and Fodor guidebooks. The sites are gradually trying to obtain
their own factual and pictorial information, which will replace the current destination copy. Florida
is the most popular destination for UK travelers, so it would be most beneficial for the Keys to
continue to offer comprehensive coverage of the destination in their own pages, and where
possible to have links with the Florida pages.
Dissemination of Information
Press Releases
One of the most cost-effective ways of maintaining and growing The Keys' profile among the
consumer media is to ensure that a constant stream of news, product updates and tourism
information is available.
Such stories are most effective when tied up with a news story or package offer, hence
McCluskey & Associates will closely liaise with tour operators and other industry to ensure
inclusion of the appropriate 'hook' or call to action.
K-13
Monroe County Tourist Development Council 2001-2002 Marketing Plan
McCluskey & Associates will distribute a minimum of one press release per month, targeting
consumer and travel trade media appropriately. In addition, information about special events is
always popular and a calendar of events will be distributed at the beginning of the year, and
regularly updated with information about individual events. Such information will focus on events
which hold an attraction or fascination for the European consumer, such as Fantasy Fest,
Underwater Music Festival, Hemingway Days Festival, Conch Republic Independence
Celebration, WomanFest, Oktoberfest.
Targeting UK/European Gay Travelers
We will continue to build on the excellent relationships which have been established with the gay
media in the UK and Germany in the past two years in order to firmly position the Florida Keys as
an ideal vacation destination for gay travelers. Activity will include distribution of specific press
material, VJP, promotions and media briefings.
In particular, we recommend:
Pan-European Group Press Trip - bringing the media to Key West during Fantasy Fest and
organizing their participation in the various events and parades.
Big Breakfast - attracting Channel 4 breakfast TV program, the Big Breakfast, to the Keys in
order to produce a week or programming as part of an outside broadcast, focusing on Fantasy
Fest.
London Mardi Gras (formerly Gay Pride) - sponsorship of a Florida Keys team to participate in
London Mardi Gras and enter a float in the March and Parade. Sponsorship can be further tied in
with the organizers in order that Fantasy Fest is promoted at MardiGras, in conjunction with the
event sponsors, Virgin Atlantic.
Culture and Heritage
As in 2000/2001 we will implement a series of feature stories and promotions which highlight the
cultural and heritage attractions of the destination, from famous literary figures such as
Hemingway and Williams, to local heroes such as Mel Fisher and the wrecking history. Arts and
literary publications will continue to be targeted as part of the Visiting Journalist Program. Group
media visits and individual itineraries will focus on the various aspects of the culture and history,
from arts and literature to Flagler and the wreckers.
Activity will also include developing dedicated media material featuring museums, personalities,
historical sites, nature reserves, and so on.
We will also target the Sunday Times travel section which features Museum of the Week, to run a
series on the cultural attractions of the destination, and work with picture editors to place
photography of events.
K-14
Monroe County Tourist Development Council 2001-2002 Marketing Plan
On-going Media Liaison and Public Relations Activity
On the destination's behalf, McCluskey & Associates will also:
~ Operate a fully functional press office and photographic library that will handle press inquiries
and instigate pro-active campaigns.
~ Ensure regular communication with the media through targeted releases relating to new
product, seasonal offers, events and festivals.
~ Organize a group and individual VJP for trade, consumer and broadcast media.
~ Target niche press.
~ Instigate promotional campaigns.
~ Maintain levels of coverage and prompts to visit year round.
~ Offer on-going support for SNA and other industry representatives.
~ Implement crisis management public relations as necessary, under the direction of SNA.
~ Maximize activity at trade and consumer exhibitions, road shows and functions by motivating
media coverage of the destination.
Photo Stories/Broadcast Opportunities
The coming year sees a number of opportunities for excellent photo story coverage. As such,
McCluskey & Associates will work with SNA to ensure that stories are identified, sold in to
publications, and available photography or footage transmitted within an appropriate time frame
for the European media.
Such opportunities include:
~ Sinking of Spiegel Grove
~ Literary Seminar in Key West
~ Hemingway Look-alike Competition
~ Underwater Music Festival
PR Activity in Scandinavia
These media markets are easily serviced from the UK, and the McCluskey & Associates London
team already has established relationships with the relevant publications and broadcast channels
in these markets.
We will build on this foundation to secure a higher profile for Key West and the Florida Keys in
th is market
In addition to the media program, we recommend participating in one major Scandinavian
opportunity:
TUR, Gothenburg - the Keys product is ideal to attract Scandinavian visitors who are very
focused on nature and soft adventure. We would host a media dinner during the exhibition, which
is attended by publications from the Nordic Countries, as well as man the booth on a dedicated
Keys media day during the event.
These countries, in particular, are very advanced Internet users, and therefore an Internet
promotion in all markets will be a priority.
K-15
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Trade and Consumer Shows
Fully updated, dedicated press packs in local language, and transparencies are supplied to back
up all Florida Keys involvement at trade and consumer events. In addition, some of the major
trade exhibitions warrant increased levels of activity. These include:
World Travel Market (November, London)
submission of news material to trade media for preview copy, organizing one-to-one interviews
with TDC personnel,
compilation of press pack release material on stand participants,
liaison with consumer press to arrange interviews or media functions,
liaison with FLA USA including providing media kits for their booth,
follow up.
In addition, the Florida Keys & K~y West stand will continue to be constantly manned by a
member of the McCluskey & Associates team during the major media days of the show.
WTM would be the ideal forum to launch the Keys cultural promotion for the coming year and we
would look to develop a media cultural zone whereby journalists can get more specific information
about the destination.
BIT (February, Milan)
compilation of press pack release material on stand participants,
liaison with consumer press to arrange interviews or media functions.
ITB (March, Berlin)
submission of news material to trade media for preview copy, organizing one-to-one interviews
with TDC personnel,
compilation of press pack release material on stand participants,
liaison with consumer press to arrange interviews or media functions,
liaison with FLA USA including providing media kits for their booth,
follow up.
A member of the McCluskey & Associates team constantly mans the Florida Keys & Key West
stand during the major media days of the show.
During ITB, the planned media function would additional focus on journalists from other countries,
many of whom attend the show.
Travel Trade Media
McCluskey & Associates will continue to build upon the destination's profile within the travel trade
media, through the issuance of regular news stories, new product, airline and tour operator
updates. This activity includes meeting regularly with the news and features editorial staff of the
major publications, as well as the freelance writers who specialist in the US.
Industry Liaison
McCluskey & Associates continues to work closely with the TDC's appointed representatives, as
well as visit USA, in order to maximize opportunities.
K-16
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Latin America
The agency will participate in the 2001 La Cumbre de Turismo travel trade show. La Cumbre
traditionally attracts nearly 100 journalists from throughout Latin America and the United States.
As described in more detail in a separate section of this proposal, the agency will continue on-site
PR support at Travel Industry of America's Pow Wow. Pow Wow attracts a significant number of
Latin American journalists and is a very important event that brings together more than 300
foreign travel journalists.
Japan
Visit Florida is closing its Japanese office and developing a program with Travel South, to provide
media relations support. As plans are still be formulated, it's difficult to assess exactly how much
service is to be available for Visit Florida partners, but the agency would seek to utilize the Travel
South public relations professional as a media conduit for the intermittent distribution of Keys
information as well as a clearing house for media visits.
Other Opportunities for FY 2001-02 and Beyond
It is anticipated that the Spiegel Grove will finally be sunk, which will provide a tremendous public
relations opportunity for Key Largo and the rest of the Florida Keys. Establishment of the Spiegel
Grove as an artificial reef should provide major print and broadcast opportunities extending well
beyond specialty markets.
The year 2002 marks the 20th anniversary of the completion of an early 1980s program that rebuilt
37 of 42 bridges that help comprise the Overseas Highway including the Seven Mile Bridge. We
view this anniversary has a significant opportunity to garner media attention for the destination.
The year also marks the 20th anniversary of the founding of the Conch Republic, another chance
for destination exposure.
We also continue to prepare for the eventuality of an open Cuba.
Measurability
The agency contracts with a national clipping service to monitor public relations efforts. Rather
than producing volumes of clip books, the agency now showcases original clips at TDC meetings
to inform the council of results. The agency will provide TDC with analysis of various media
projects to provide value of coverage received. Although comparative costs can be achieved,
based on media rate cards for time and space, it is difficult to assess the value of increased
credibility and readability editorial materials generally garner.
K-17
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Proposed Public Relations Expense Budget for FY' 2001-'02
Media materials (media kits, release and photo reproduction, CDs, etc.)........... $12,500
Postage and FedEx ............. .... ....... ........ .... ... ....... ..... ...... ..... ... ..... .......... .............. $7,500
Electronic Press Release Distribution. ........... ....... ........ ............ ... ................ ... ...... $3,500
Media Web Site Development ........ ........... ...... ..... ................ ........... ..................... $5,000
Clipping Services (evaluation process)... ... .......... ................ ... ..... ........... .............. $9,000
Special events support (those with inadequate funding) .................................... $55,000
Broadcast support....................................................................................... ........ $55,000
Journalist, hurricane conferences....................................................................... $10,000
Media research trips (includes allocation for domestic air transportation) .......... $55,000
PR Alert and in-county PR Education...................................... ............................. $2,000
Domestic media development blitzes ....... ........................... ... ........ ... ..... .... ..... ..... $7,500
Spot News.......................................................................................................... $20,000
Sub-Agency Contracts (McCluskey Associates) ............................................... $115,000
UK/European PR expenses (includes allocation for air transport) .................... $105,000
Other foreign markets public relations .................................................................. $7,000
Media training.. ..... ... ... ..... ....... .... ........... .... ...... .... ....................... ............ ....... ....... $3,500
Contingency............. ....... .... ....... ........... ... ..... ... .... ....... ...... .......... ........ ....... ..... .... $10,000
Total Proposed PR Expense Budget for FY 2001-'02
$482,500
K-18
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
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L. FLORIDA KEYS and KEY WEST FILM COMMISSION
Purpose
The purpose of the Keys film commiSSion is to bring awareness of our location to the film,
television, video and print industry. Additionally the film commission provides assistance and
support to productions shooting in the Keys. The film commission may also provide necessary
information, props or signage to assist a production company in creating a story that references
Monroe County.
Objectives
1. Through marketing, bring a greater awareness of Florida Keys locations to the production
industry.
2. To provide assistance when production companies are on location in the Keys.
3. Provide historical information, story ideas, events, flora and fauna, attractions and lifestyles to
script writers.
4. Provide local production job opportunities.
Goals
1. Increase location photos on the www.filmkeys.com. web site
2. Increase activities and opportunities to partner with the State Film Office.
3. Develop program for digital photos for customized requests.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
1m plementation
Film Florida
Film Florida is an organization consisting of State film commissioners, labor unions, individuals
and businesses catering to the film, television and print industry. During 2001 our Film Liaison,
Rita Brown, served as Chair of the Film Commissioners Council and served on the Film Florida
Board. During 2002, the Film Liaison will continue to serve on committees and partner with the
State Film Office in order to promote shooting in the Florida Keys.
Web Site
www.filmkeys.comis up and running successfully. A locations library of over 180 locations are
posted on the site. The location photos may be accessed through the locations icon which
prompts a form to come up. Once the form is filled out, web site access is available. This has
proven to be a very useful tool for production companies. Photos taken with the digital camera will
be added to this site to increase awareness of Florida Keys locations.
Location Photo Library
The regular paste up photos along with the digital library will always be growing. Industry
guidelines require certain standards be used for location files which we follow and continue to
produce for our library. The purchase of a new software program for the digital photos will make
this method more user friendly.
New Marketing Tools
Clients throughout the world are more and more frequently requesting. location photos be e-
mailed. The client then receives the photos within hours of the request and they may then print
them out on their end.
Client use of our web site to view photos has been very successful. We now need to create a data
base of information and photos which may be customized for each individual request. The photos
will be accessible through our server. An intern from Florida Keys Community College will assist
with this project.
This is probably the single most important tool in keeping up with business as it becomes more
digitally oriented.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Industry Trade Shows
Trade shows are venues where the film commission office has an opportunity to promote what is
available in our destination directly to production companies. Attendance at the following trade
shows is proposed for fiscal year 2001 - 2002.
1. Location Expo -Scheduled for Los Angeles in February, attendees include location managers,
location scouts, writers, producers, and directors.
2. Show Biz West- scheduled for Los Angeles attendees include industry professionals from
either the west or east coast.
3. Film Florida Conference - Scheduled each May, this is an annual meeting and seminars
where industry professionals are invited speakers. This is usually a three day conference.
4. New York Mission - With the trade show 'Show Biz East' canceled, Film Florida is scheduled
to coordinate the second New York Sales Mission. Attendees include producers, directors and
executives from the film and television industry.
5. Film Festivals and Sales Missions - Regional film commissions are looking at opportunities to
partner with the State Film Office and Production Companies/Distributors in order to feature
Florida as a film destination. Targeted attendees are producers, directors and executives in
the film and advertising fields.
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 the company is interested in. On these occasions the film office meets
with and/or escorts the location scout to the possible shoot sites in Monroe County.
Once the location scout provides the production company with his/her photographs a second and
possible third scout may evolve consisting of the producer, director, art director and location
manager. Again the film office provides escort and possibly transportation for the scout.
Location Shoots
When a film, television or still shoot client decides to shoot on location in the Florida Keys, the
film office provides continued assistance dependent upon the need of the company. This
assistance may include facilitation of discussions and meetings with government officials, law
officers, owners or managers of businesses and properties. This office then assists in locating
crew to work on the project, establishing contacts for specific equipment or props, hotel room and
restaurant possibilities and a myriad of requests that are unforeseen.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
The film office also provides information and assistance to the hotel/motels, 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.
Public Relations Opportunities
The film liaison will continue to work with Stuart Newman Associates and industry publications
and publicists for production companies to identify PR opportunities in print and broadcast media
for the Florida Keys & Key West.
Measurability
A "Heads in Beds" report will continue to be submitted as part of the TDC meetings' report. This
accounts for productions who have utilized the film commission and/or shoot on public property
and stay in the Florida Keys.
A year end economic impact report based on numbers from the production companies is to be
submitted to the TDC. This includes revenue generated in county, room nights booked,
production days and locals hired.
Additionally a quarterly report is to be submitted with the TDC packets giving a break down of
what types of productions have shot in Monroe County and how much money they generated,
how many leads actually resulted in productions coming in to scout and how many resulted in
shoot days in the Keys.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Budget FY 2001
Film Industry Trade Shows, Including Travel
Film Florida quarterly meetings
Show Biz East
NATPE
Locations
Show Biz West
$12,500
Dues and Fees
Association of Film Commissioners International
Film Florida
$ 650
$1,500
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 fncoming calls
$6,500
Support materials
film and processing, office supplies, promotional material
$4,500
$400
Trade publication subscriptions
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mail expenses, WEB site maintenance, database and
mailing support, location photo CD $10,000
Support equipment
DVD player, computer photo program, etc.
$3,550
In-county mileage and vehicle/boat/helicopter rental
Escorting location scouts and location shoots
$3,000
E & P for Production Executives
$3,000
$5,000
Student intern/location photographer
Advertising
$5,000
$1,200
$56,800
Resources
Total
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
M. MARKET RESEARCH
PURPOSE:
The most successful marketing strategies are those developed through a systematic
process fueled by research. The Market Research department conducts and analyzes
research on tourism and travel trends. Ongoing projects are designed to investigate the
contribution of tourism to the economy, as well as monitor and report on trends in
demographics and consumer behavior and how these factors impact the travel planning
process. The purpose of the TDC's Market Research department is to increase the quality,
value, effectiveness and use of research in the decision-making process regarding the
development and execution of the marketing plan, and in the measurement of the
realization of the marketing goals.
OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, timely, relevant, and cost-efficient sources of information
regarding travel and tourism trends and consumer behavior.
2. To continuously gather and track information from these sources in order to inform
the development and execution of the marketing plan.
3. To conduct ongoing primary data collection studies of visitors to the County, as well
as potential visitors.
4. To use this information in evaluating and measuring the attainment of overall
marketing goals.
5. To generate and distribute the information required by other departments, the
agencies, and the public and private sectors to assist in planning, problem-solving,
decision-making and the measurement of successes and failures.
6. To further the understanding and utilization of emerging technologies in the field of
market research.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
GOALS:
The goals of the Market Research program are:
1. To develop web-based surveys as a supplement to current survey research in order
to create visitor profiles and compare behavior across market segments.
2. To develop new "conversion" studies of potential visitors, tracking the source of the
inquiries, expectations and perceptions of promotional materials (written and
electronic), and whether the inquiry turned into an actual visit.
3. To develop a European Focus Group Study.
4. To increase the methods of collecting data to track the effectiveness of advertising,
sales, public relations, film, and visitor information services.
5. To increase the response levels of surveys requiring local industry feedback.
6. To develop a multicultural diversity study.
RESEARCH METHODS:
Every research study begins with the identification and formulation of a research question.
Once this has been established, the potential sources of information available to answer
the question are identified. A research design is then developed, outlining the sampling
plan and the data collection technique. The data-collection forms are then developed,
planning in advance for coding and data entry issues. Following the actual data collection,
coding, and data entry, the data are analyzed and interpreted, and conclusions and
recommendations are reported in a final document.
A research design is simply a plan to carry out a research investigation, indicating what
steps will be taken and in what sequence. A vitally important part of the research design is
the sampling plan. Sampling describes the activity of selecting a few from the total, and
using the characteristics of the selected few to estimate the characteristics of the total.
How the few are selected from the total largely determines the reliability of the estimates of
the total. By using a sampling method in which each person in the area of interest has the
same chance, or probability, of being selected to be interviewed as every other person, we
can be reasonably sure that the selected few will be representative of the total.
Data collection techniques can vary depending on the sampling design and the type of
information to be collected. Survey instruments can include a record sheet for
observations, a self-completion questionnaire, or a questionnaire administered by an
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
interviewer. The medium by which the survey is implemented can include mail, telephone,
face-to-face interviews, e-mail and the web. Another data collection technique is the
analysis of secondary data, or data that have been gathered for some other purpose, other
than the immediate study at hand.
Following the collection of data through the survey instrument, the data are coded and
entered into a data file for tabulation and analysis. Resulting tables and graphs are the
basis for the final report, which details the answer to the research question, in the form of
conclusions and recommendations.
IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West.
Telephone inquiries will continue to be tracked through the VIS software, with monthly
reports summarizing the origin of the inquirer (state, country, top cities and states), the
advertising source (magazines, newspapers, TV, Internet, etc.), as well as interests, month
of arrival, mode of transportation, length of stay, and number in party. Reports will continue
to be produced for each District and the County overall. The software and report functions
will be maintained and upgraded as needed. Mystery Shopper surveys will be conducted
to evaluate the quality of services being provided to our BOO-number callers. Surveys of
Internet inquirers, via the web site and e-mail, will be developed to gather data from
inquirers and to follow-up on whether or not they traveled to the Keys as a result of their
inquiry .
Research focusing on actual visitors to the Florida Keys & Key West.
Intercept interviews with visitors to the Florida Keys & Key West will be continued in several
different projects. First, the Visitor Profile Survey will continue to gather demographic,
expenditure, importance/satisfaction, and trip planning data from visitors to the Keys.
Topical questions such as travel intentions to Cuba, will be added annually on a rolling
basis. In order to establish baseline measures for our multicultural diversity marketing
strategy, ethnicity will be added to the demographic data currently being collected. The
data collection will continue to be conducted by an outside research firm, with the data
analysis and reporting performed in-house. Second, a joint project with the National
Oceanic and Atmospheric Administration, Florida Fish and Wildlife Conservation
Commission, and four south Florida counties has yielded data set which will enable us to
update our previous work on the economic contribution of visitors to the county, as well as
the estimated number of visitors to the county.
Other program effectiveness research will include the annual survey of Keys properties to
gather information concerning type of business and visitor origin for use in evaluating the
effectiveness of the sales efforts. The sales lead follow-up project will continue for use in
evaluating the quality of leads generated at meetings and convention trade shows.
Evaluation of the impact of certain TDC-funded events will continue.
Other economic and travel trend data will be collected and compiled. The monthly
occupancy and average daily rate report for the County, Key West, and the County
excluding Key West, will continue. We will continue our efforts to increase the breadth of
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
the sample of properties so that further segmentation of the data can be explored. The
current monthly survey of Keys properties requesting occupancy and advanced bookings
information will continue in an effort to forecast future occupancy levels. We will participate
as a research partner with VISIT FLORIDA to commission focus group research in
European countries to help better understand our position, growth potential, and the
strategic directions needed to achieve the growth. We will also engage in measuring the
effectiveness of our multicultural marketing efforts and use the results to make refinements
to ou r strategy.
Various other economic indicators and general travel trends will be explored in order to
develop a means of anticipating tourism trends likely to affect the local tourism economy.
National predictions and forecasts will be reviewed for economic and travel behavior
information that can be applied at the local level.
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, if any, 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 departments and the agencies.
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY
OTHER PROJECT RESOURCES
Email and Web Site Surveys
VISIT FLORIDA European Focus Group Study
Eco-tourism Study
Diversity Study
Sales Tracking Study
Mystery Shopper Surveys
OCCUPANCY & AVERAGE DAILY RATE REPORT
SECONDARY RESEARCH
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS
Memberships
Telephone, Fax, Modem
Postage
Other Administrative (Printing, Data Entry, etc.)
Software Licenses and Upgrades
TOTAL
4%
30%
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$60,440
$32,000
$4,050
$4,200
$4,310
$105,000
IliIVISITOR PROFILE
SURVEY
.OCCUPANCY/ADR
REPORT
DOTHER PROJECT
RESOURCES
DSECONDARY
RESEARCH
· MISCELLANEOUS
Monroe County Tourist Development Council 2001-2002 Marketing Plan
Section Four: Evaluation
The final area of a marketing plan is that of assessing the effectiveness of the programs.
The TDC must tenaciously monitor its marketing plan to ensure that it is accomplishing
what it was intended to do. Monthly or quarterly goals should be established to serve as
benchmarks for assessing the plan's effectiveness.
Based on an evaluation of these benchmarks, required adjustments must be carried out in
order to redirect marketing efforts towards a more acceptable level of performance.
Though TDC's have different ways of tracking their marketing and sales efforts, there are
several common measurement factors used in assessing the level of a program's
performance. We will use the Research Department this year to do inquiry analysis and
advertising media effectiveness. Also research strategies will utilize occupancy, visitor
survey and conversion studies to track our programs. We are also contracting an outside
vendor to follow-up on sales efforts. The vendor will follow-up from trade shows to
evaluate results and how effective certain shows are within our program. The vendor will
produce tracking reports for the staff to monitor.
The competitive nature of the marketplace and the sophistication of computer systems
have led us to perform similar to any other major corporation, utilizing the technology of the
day to insure the quality of advertising, sales, public relations and service performances for
tomorrow.
In the marketing strategies, methods and implementation sections, each area (advertising,
sales, public relations) includes some evaluation criteria to measure performance.
Accountability assessment is the sound measurement of the degree or extent to which
stated goals of a specific marketing effort are being or will be achieved.
Accountability assessment not only measures performance, but also provides other
benefits such as reviewing the adequacy of our goals and providing us with guidance as to
how future marketing performance can be improved.
In summary, we are making every attempt at developing an orderly planning process which
includes a clear statement of goals to be obtained in the time frame outlined. Those goals
are attained by a series of marketing strategies and methods, each of which can be 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. Included within the methods which should be considered:
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
· Pre-post tracking studies, which measure users and non.Jusers of our marketing
efforts. Why someone did not respond is as important as why some did.
· More comprehensive studies of how travel information is delivered and used,
and how it is used in the travel decision making processing The standard
conversion study assumes a single cause and effect relationship-. Such is not
the case. Focus group studies have continued to show that many travel
decisions have very little to do with the excellence of the destination, but rather
with the traveler's emotional need to travel and their image or perception of the
destination. We need to being to develop and use measurement techniques
which attempt to measure the incremental benefits of our marketing programs.
· The measures of economic impact. What are the total benefits of a visitor
coming to our area against the cost of attaining those benefits?
· Qualitative analysis to learn how to market our area better tomorrow. We still
have a long way to go to understand how to make next year's performance
better than this year's. Our assessment of this year's plan should not only grade
our current efforts but should help show us how to make them more effective
next year.
Some of the criteria or techniques other than research survey data that will be used or
planned by the TDC this year to assess our program are the following:
. VIS reports
. AT&T reports
. bed tax revenues
. sales tax revenues
. US 1 travel counts
. airport arrivals
· ground transportation(Greyhound, shuttles) reports
. reader response cards
. Internet request reports
· Internet advertising click-through counts
. electronic lead tracking
· state and national campground reports
. travel agent reports
. receptive operator reports
· meeting business booked by TOG staff leads
· number of meetings booked
· follow-up sales leads reports
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Monroe County Tourist Development Council 2001-2002 Marketing Plan
Staff evaluation is another important part of the assessment system. We must develop a
performance assessment system for staff because employee performance is key to the
achievement of the objectives and goals of the TDC.
To achieve this purpose, the following is required:
1. Inform the employee about the skills needed and responsibilities required for the
position.
2. Identify the standard of work.
3. Point out the areas of improvement
4. Give formal performance evaluation with objective criteria to measure
We will be evaluating the Visitor Information Services program with the chambers of
commerce. We want the VIS operators to be well-informed, enthusiastic ambassadors and
hospitable hosts. We will monitor accuracy and timelines for fulfillment.
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