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Item D2BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date: OCTOBER 16 2003 Division: TDC Bulk Item: Yes X No AGENDA ITEM WORDING: Approval of the FY 2003 Marketing Plan Department: ITEM BACKGROUND: TDC approved same a their meeting of August 7, 2002 PREVIOUS REVELANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: STAFF RECOMMENDATIONS: Approval TOTAL COST: _ $ BUDGETED: Yes X No COST TO COUNTY: $ /TOURIST PAY REVENUE PRODUCING: Yes X No AMOUNT PER MONTH Year APPROVED BY: County Atty OMB/Purchasing Risk Management DIVISION DIRECTOR APPROVAL: (Lynda Stuart) DOCUMENTATION: Included X To Follow Not Required DISPOSITION: Revised 2/27/01 AGENDA ITEM # Da l� I ff 10 R I DA KEYS KLYWVSI MONROE COUNTY TOURIST DEVELOPMENT COUN(IL N Come as you are® �..,,...,,... ��u•rd//gnu >.11ir rqJ Monroe County Tourist Development Council 2002-2003 Marketing Plan Table of Contents Section One: The Mission of the TDC I. Vision Statement...................................................................................... A-2 II. Purpose of Plan....................................................................................... A-3 Section Two: Situation Analysis I. Product Analysis...................................................................................... B-1 11. Position Analysis..................................................................................... C-1 III. Prospect Analysis.................................................................................... D-1 IV. Promotional Analysis............................................................................... E-1 Section Three: Program Planning 1. Program Development i. Goals............................................................................................ F-1 ii. Priorities....................................................................................... G-1 iii. Resources.................................................................................... H-1 11. 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 2002-2003 Marketing Plan Section One: The Mission of the Tourist Development Council L 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. A- 2 Monroe County Tourist Development Council 2002-2003 Marketing Plan IL 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 TDC's mission. b. Analysis of the current situation. c. Marketing program goals and objectives. d. Marketing division strategies and implementation. e. Evaluation criteria. The Monroe County Tourist Development Council's 2002-2003 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. A- 3 Monroe County Tourist Development Council 2002-2003 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 80,000. The Keys business sector and residents are dependent on the economic contribution of the day and overnight visitors to the Keys. • The Florida Keys is easily accessible by land transportation. The primary mode of travel for visitors to the Keys is by auto. (72.5%) • The Florida Keys are accessible by air. (6.5%) 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 Vintage. 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 flight capacity at Key West International Airport is approximately 150 daily. Key West Airport annual passenger capacity is 600,000 arrivals/departures. Marathon Airport, at this time a general aviation airport, has passenger capacity of 250,000. • 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. B-1 Monroe County Tourist Development Council 2002-2003 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 lists over 15,000 rental units throughout the Keys. • 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 B -2 Monroe County Tourist Development Council 2002-2003 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. B -3 Monroe County Tourist Development Council 2002-2003 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 • 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 C-1 Monroe County Tourist Development Council 2002-2003 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 the natural environment that contributes to the special character of a place. We intend to bring 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 is an essential point of our marketing to help relieve the traffic problems. There will be more focus on regional jet air and the expanded 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. With the potential visitor or consumer looking for value in their purchases, we must position our marketing approach to strategies to increase customer satisfaction for their visit to the Keys. We will focus on Customer Relationship Management (CRM) to give the visitor a good experience while planning their travel. C-2 Monroe County Tourist Development Council 2002-2003 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 geographics 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 some banner ads, link-throughs, affiliate site programming, direct e-mail and focus this year on key word search. 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; it needs to make the users feel welcome; and have the ability to make the sale on line. 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. The site will become our main sources of Customer Relationship Management (CRM) program. 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, search, 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. C-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan Customer Relationship Management Customer Relationship Management (CRM) refers to strategies to increase customer satisfaction by using a one-on-one approach to customers even in a global market by managing, interaction and tracking between customer and the industry. The first role in CRM is that the potential visitor or customer should be in charge of his or her experience. We must do everything we can to make the experience more personal and to give a quick response to their needs. The response and interaction needs to be direct. To use this one-on-one approach in a global marketing, we will be looking to use more electronic marketing in the areas of (1) database information; (2) e-mail; and (3) our website. Data base information is collected from the travel trade industry such as travel agents, tour operators and meeting planners. Consumer data base information is collected from e-mail requests. E-mail has become one of the most inexpensive means of direct mail possible. After receiving permission (opt -in e-mail), we will send out electronic marketing messages to the trade industry and directly to consumers. The website is our main source of CRM. The website can narrow cast to meet the specialized needs of each incoming user. The web user can interact by receiving destination information within electronic brochures, live cams, maps, videos, multi-lingual assistance, updated news releases and on-line reservations. Other CRM direct marketing include direct mail advertising with co-op opportunities so that the consumer can interact directly with the lodging property or other business partners. Also, we will continue to interact with the consumer through intercept research programs such as the Visitor Profile Study and our VIS program. Our new technical ways to retrieve and send information on travel and our ability to communicate to the consumer through CRM will define the new economy and build business one traveler at a time. C-4 Monroe County Tourist Development Council 2002-2003 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, Indiana, North Carolina • Secondary • Connecticut, Virginia, Minnesota, South Carolina, Alabama, Wisconsin, California, Missouri, Massachusetts, Tennessee 2. International Markets • Primary • Germany, United Kingdom, Canada • Secondary • France, Italy, 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. Geotourism E. Fishing F. Diving G. Gay/Lesbian H. Mature I. Honeymoon J. Boating K. Multi -Ethnic Markets D-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan 4. Primary Market Segments A. Leisure Travelers B. Special Event Travelers C. Travel/Trade 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. Geotourists fall within this segment. They are people attracted to the cultural, historic, environmental, aesthetics and heritage of the places they visit. 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. I Monroe County Tourist Development Council 2002-2003 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. Geotourists also fall in this segment. 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. D-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan IV. Promotional Analysis - Activities Planning Special Events The Florida Keys hosts various annual activities and special events. This year events and activities include: • Art Key West - Key West - January • Int'I Midwinter Championship Regatta - Key West — January • Half Shell Half Marathon Run — Key West — January • Key West Celebrity Series — Key West — January thru December • Terra Nova Trading Key West 2003 - January • Outdoor Art Show — Key Colony Beach — 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 — Marathon — January • 'Paws for a Cause' Pet Walk to Pigeon Key — Marathon — January • Upper Keys Seafood Festival — Key Largo - January Winter Festival at Marathon Airport — Marathon — February Art Festival at Gulfside Village — Marathon — February • Bay Jam — Key Largo — April • International Sejong Solists — Marathon — March • Original Marathon FI. Keys Seafood Festival — Marathon - March Art Festival at Key Colony Beach — Key Colony Beach — March • Conch Republic Independence Celebration — Key West - April • Art Festival at San Pablo Church — Marathon — April • 7 Mile Bridge Run — Marathon — April • Pridefest 2003 — Key West — May/June • Key West Music Festival — Key West — May • APBA Marathon Offshore Grand Prix — Marathon - May • Green Sweep Volunteer Workday — Marathon — June • City of Marathon Super Boat Grand Prix — Marathon - June • Key West Theater Festival — Key West — June • Cuban American Heritage Festival — Key West — June REEFWEEK 2003 — Key Largo/Islamorada — July • Publix Family Fitness Weekend — Key Largo — Sept or Nov • Fantasy Fest — Key West & Lower Keys - October • Columba Day 10K Get Away — Islamorada — October Poker Run — Miami — Key West — Key West — September • WomenFest Key West - Key West — September APBA Offshore Worlds Power Boat Race — Key West - November • Corvettes In Paradise — Islamorada — November E-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan 2. Fishing Tournaments • Islamorada Fishing Club Sailfish — Islamorada - December • Key Largo Sailfish Challenge — Key Largo — January • Pursuit/Grady White Sailfish Tournament — Marathon - January • Holiday Isle Sailfish Tournament - Islamorada — January • Cheeca Lodge Presidential Sailfish Tourney — Islamorada January • Hogs Breath King Mackeral Tournament - Key West — January • Swamp Guides Ball — Islamorada - January • Islamorada Women's Sailfish Tournament - Islamorada — February • Capt. Leon Shell 5`h Annual Memorial Billfish Tournament — Key Colony Beach - February • Islamorada Fishing Club Kingfish — Islamorada — February • Backbone Lures Fish 'Til you lose it' — Islamorada — March • Islamorada Spring Bonefish Tournament — Islamorada - March • Del Brown Invitational Permit Tournament — Key West — March • Islamorada All -Tackle Spring Bonefish — Islamorada — March • Mercury Redbone @ Large Celebrity Sunset Tarpon Tournament — Marathon — March • Key Largo Pilot House Marina Dolphin — Key Largo - March • Key West & Lower Keys Fishing Tournament - April thru November • World Sailfish Championship — Key West — April • Key Largo Fishing Tournament — Key Largo - April • Shell Key West Classic - Key West - May • Dolphin Masters Invitational — Key West - May • 271 Annual Ladies Tarpon Tournament — Marathon - May • 167h Annual McDonalds Invitational Tarpon — Marathon — May • 37th Annual Marathon International Tarpon — Marathon — May • Rolex-IGFA Inshore Championship — Islamorada - May • Coconuts Dolphin Tournament — Key Largo - May • Cudjoe Gardens Dolphin Tournament - Lower Keys — May/June • Don Hawley Invitational Tarpon Tournament — Islamorada — June • Islamorada Fishing Club Dolphin — Islamorada — June • Big Pine & Lower Keys Dolphin Tournament — June — Big Pine Key • Dick Fuhr Memorial Fishing Tournament — Key Largo — June • Scientific Anglers Women's World Invitational Tarpon Series — Islamorada - June • Cuban American Heritage Tournament — Key West — June • Fathers Day Dolphin Tournament — Key Colony Beach — June • Sunset Tarpon Tournament — Marathon - June • Burdines Waterfront Dolphin Tournament — Marathon — June • Seaguar Gold Cup Tarpon Tournament - Islamorada — June • Key West Gator Club Dolphin Derby - Key West — June E-2 Monroe County Tourist Development Council 2002-2003 Marketing Plan Fishing Tournaments — continued... • Coconut Cove Resort Dolphin Tournament — Islamorada — June • Cape Fear Rods -Golden Fly Inv. Tarpon — Islamorada - June • Knights of Columbus Tournament — Big Pine Key — July • Holiday Isle Dolphin Tournament -Islamorada — July • Geiger Key Marina Dolphin Tournament — Key West — July • Permit All Tackle — Key West - July • Drambuie Key West Marlin Tournament — Key West - July • Little Palm Island SLAM — Big Pine Key - August • Mercury Outboard's S.L.A.M. - Key West — September • Marathon International Bonefish Tournament — Marathon — Sept. • Scientific Anglers Women's World Invitation Fly Championship — Islamorada — October Islamorada Fall Bonefish Tournament — Islamorada - September Mercury Baybone — Key Largo — October • Action Craft's 121"Annual Owners Tournament — Islamorada — Oct. • Mercury Outboards' Bonefishing World Championship/Islamorada All -Tackle Bonefish Tournament — Islamorada — October • Ladies, Let's Go Fishing — Key Largo — October Take Stock in the Children Backcountry Challenge — Key Largo — October • George Bush/Cheeca Lodge Bonefish Tournament — Islamorada — October • Mercury Outboards' Cheeca/Redbone — Islamorada — November • Islamorada Sailfish Tournament — Islamorada — November • Islamorada Fishing Club Junior Derby — Islamorada — November • Metropolitan South Florida Fishing Tournament Mini -Met — Keys Wide — December • Islamorada Junior Sailfish Tournament —Islamorada — December • Capt. Don Gurgiolo Sailfish Classic — Islamorada — December Florida Keys Gold Cup Sailfish Championship — Islamorada — December E-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan 3. Historical, Cultural and Entertainment Attractions • Art Under the Oaks - Key Largo — January • Art in the Park — Key West — January - February • 431 Annual House & Garden Tours - Key West - Jan/Feb/March • Key West Literary Seminar - Key West — January • Key West Writers' Workshop — Key West — January - February • 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 • Floral Tapestry Flower Show — Key West - March • Rain Barrel 22nd Annual Arts Festival - Islamorada — March • Barley's Bay Festival - Islamorada — May • Key West African American Heritage Festival — Key West - June • 19th Underwater Music Festival - Big Pine Key - July • Red Barn Theatre - Key West - October — September • Performance at St. Paul's — Key West — September — March • Keys Players Season — Key largo — September thru May • Waterfront Playhouse - Key West — October - September • Tennessee Williams Fine Art Center - Key West - Oct thru June • Weekend Dinner Concerts — Key West — October thru September • Florida Keys Birding & Wildlife Fest — Marathon — October • Marathon Community Theatre - Marathon — Oct thru Sept • M. Fisher Museum — The Last Slaves — Key West — October — July • Indian Key Festival - Islamorada - October • Island Jubilee - Key Largo — November • Impromptu Concerts - Key West - Nov/Jan/Feb/Mar/Apr/June/ July • Fla. Keys. Art Guide Outdoor Art Fests — Isla — Nov thru Apr • Pops in the Park — Islamorada — Nov thru March • Key West Symphony Orchestra - Key West — Dec/Feb/Apr/Jun/Jul • Key West Jazz Festival — Key West — December • Key West Pops Orchestra — Key West — December - March • 16th Annual Island Art Fair - Big Pine Key — December • Pirates in Paradise — Key West — November/December • Historic Holiday Candle Walk — Key Largo — Dec. thru March • Key West Writer's Workshop - Key West - Jan/Feb/March The promotion of special events and attractions not only draws attention to a destination, but also has 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. E-4 Monroe County Tourist Development Council 2002-2003 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. The attraction of tourists to the area must be one of the capital project's main purpose. The capital project must be a publicly owned and operated facility or owned and operated by a not -for -profit organization and open to the public. Capital improvements can 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. E-5 Monroe County Tourist Development Council 2002-2003 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 guidelines for measuring the effectiveness of the advertising, public relations and sales programs M. Increase the awareness and air service development of the Marathon Airport n. Increase Gay/Lesbian travel market o. Develop program to track advertising and conversion to visiting P. Develop direct targeted marketing program based upon current statistical data q. Increase co-operative efforts with Visit Florida Tourism programs F-1 Monroe County Tourist Development Council 2002-2003 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 geotourism 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 p. Establish Customer Relationship Management (CRM) program G-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan 11. Resources (to execute program planning) a. Board: Monroe County Tourist Development Council b DAC's: Monroe County District Advisory Committees c. Staff: • Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC • Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets • Director of Sales - responsible for coordination of sales as directed by TDC • Director of Research - responsible for the coordination of research as it relates to requirements of TDC • Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager • Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation • Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties • 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 2002-2003 Marketing Plan Training - Continued... The Florida Association of Convention and Visitors Bureaus/TDC'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) H2 Monroe County Tourist Development Council 2002-2003 Marketing Plan g. Budget (as legislation directs) FY 2003 TDC THREE PENNY BUDGET $21,789,406* preliminary 1.67% 13.77% .96% .53% ,� as a 26.83 /o 29.90% 3.74% 10.42% 4.28% 2.91% 3.78% .41% .8 0 ■ Advertising - $6,415,774 - 29.440/6 ■ Public Relations/Ameurop - $933,000 - 4.280/. O Sales/Mkt. - $823,050 - 3.71M. M Research - $177,000 - .81 % ■ AdminlOverhead - $634,037 - 2.91% ® Finance/Attortrey - $88,984 - .41% ■ lhnbrellastEvents - $2,370,109-10.88% O VIS/Fulfillment - $814,000 - 3.740/6 ■ Capital - $5,845,161 - 26.830/6 ■ Resources - $363,982 -1.67% p Emergency - $2,999,349-13.7r/, ®Film - $115,000 - .53% ■ Cty. Cost Allocation - $210,000 - .96% H-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan FY 2003 TDC TWO PENNY BUDGET 'EVENTS' (35%) Portion $4,826,714 * preliminary 1.13% 16.70% ■Public Relations/Ameurop - $892,000 - 18.48% ®Emergency Reserve - $837,833 - 17.36% OCultural/Fishing/Diving Umbrellas - $1,748,614 - 36.23% OFinance/Attorney Salary - $4,449 - .09% !Resources - $128,151 - 2.66% WFulflllment - $240,000 - 4.97% MFilm Commission - $115,000 - 2.38% ®County County Cost Allocation - $54,684 - 1.13% IIIIISpeclal Projects (Capital) - $805,983 - 16.70% HA Monroe County Tourist Development Council 2002-2003 Marketing Plan 2.54% FY 2003 TWO PENNY BUDGET 'Administrative' (7%) Portion $905,929 preliminary 22.69% 10.59% U 1.66% 17% 35.96% ■Admin/Operating - $317,625 - 35.06% ■Administrative Advertising - $15,000 - 1.66% O Travel - $15,000 -1.66% ■ Business Lease - $96,800-10.69% ■Communications - $13,000 -1.43% ■Supplies - $24,000 - 2.65% ■ Courier - $2,400 - .26% ■ Cleaning - $5,500 - .61 % ❑ Repair/Rentals - $23,000 - 2.54% ® Resources - $32,574 - 3.60% 0 Finance/Attorney - $71,188 - 7.86% ■Visit FLA - $11,000 - 1.21% ■ Capital Outlay - $15,000 - 1.66% ■ County Cost Allocation - $11,760 -1.30% ■ Emergency - $205,582 - 22.69% ■ Dues/Subscrip. - $1,500 - .17% ■Arts Council - $45,000 - 4.97% H-5 Monroe County Tourist Development Council 2002-2003 Marketing Plan FY 2003 TWO PENNY BUDGET 'Advertising & Promotional' (65%) Portion $7,214,539 * preliminary 16.19% A A401 2.4f% 69°�4.16% 58% ■ Advertising - $3,000,000 - 41.58% ■ Media Materials - $300,000 - 4.16% • Ad. Expenses - $60,000 - .69% ■ Collateral $80,000 -1.11 % ■ Research - $177,000 - 2.45% • Sales - $823,060 -11.41 % ■ Fulfillment /Trade - $40,000 - .55% ■ Resources - $145,437 - 2.02% ❑ Emergency Reserves - $1,167,813-16.19% ® County Cost Allocation - $101,566 -1.41 % *Special Projects (Capital) - $1,329,683-18.43% Monroe County Tourist Development Council 2002-2003 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. Key West Bar and Restaurant Association 7. Heart of the Keys Tourist Association (Marathon) 8. Federation of Chambers 9. Florida Keys Council of the Arts (Cultural Umbrella contract) 10. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella Contract) 11. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 12. Visit Florida — State Tourism Office 13. Hospitality, Sales & Marketing Association International (Florida Keys Chapter) 14. International Association of CVB's 15. FI. Association of Convention & Visitor Bureaus & TDC's 16. TDC sub -committees H-7 Monroe County Tourist Development Council 2002-2003 Marketing Plan Ile 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 2002-2003 Marketing Plan L Advertising dvertising is the primary marketing engine for the TDC. Through media, the agency can establish a style and attitude for the destination that sets it apart from the competition, and then project this image to a large audience, creating positive reasons to visit the destination. Print advertising includes magazines and newspapers. Magazines allow us to target our messages demographically and geographically with high -quality photo reproductions and a long shelf life. Newspapers, on the other hand, offer the ability to communicate tactical retail offers and flexibility in terms of ad position, strong local market coverage, relatively low cost, quick response placement, and broad public acceptance. Non -print advertising includes television, radio, and the World Wide Web. Television brings our message to life, teasing the senses with compelling sights and sounds of the destination. Strategic radio buys allow us to promote special events to targeted listeners. And, of course, our continued use of Internet advertising enables us to deliver comprehensive, up-to-the-minute information and imagery to anywhere in the world, at the touch of a button. The Internet has become a full-fledged medium in its own right. Essentially, its the world's best travel encyclopedia, and content is King. Using a powerful combination of broadcast and print advertising, viewers on this highly interactive medium can spend as much time as they want learning about the destination. We will be active on the web with some banner, links, mainly search engine ads and listings, direct response e-mail, and on-line fulfillment. We will also build our consumer base from our web -site with e-permission pages covering various Keys activities. Our e-communication to willing ►nsumers will mirror our destination activities, seasons, and events. Other forms of advertising include brochures, direct mail 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 and revisit. Objectives 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 a creative and flexible media plan for year-round tourism for the Florida Keys. Execute the most efficient media buy to reach the affluent traveler. 4. Maintain a unique 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. 1-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan 6. Bolster our campaign with value-added opportunities and co-op advertising within existing media and plan future co-op in our consumer e-communications. 7. Drive consumers to our web -site 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 continuing to target more affluent markets. 5. Increase diversity of multi -cultural marketing efforts. 6. Increase awareness of alternative transportation to and from the Keys. 7. Develop at least two (2) new television commercials. 8. Increase electronic marketing program. 1-2 z 0 O�c z 0 U - W cn w U .o fE U U d cc } c Monroe County Tourist Development Council 2002-2003 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, psychographics and geographic analysis. The key is to identify who is traveling, where they are coming from and what was their motivation for making the trip. We want to turn our target market into a captive audience. We will develop more diversity in multi -cultural 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 is the first step in development of our Customer Relationship Management (CRM) program. The Agency will also continue to work with the research arm of the Tourist Development Council on visitor analysis to help identify new markets. We will use the Internet with its various search engines and dedicated sites to key in on specific markets, both nationally and internationally. We will also target respondents to our web -site for online fulfillment. 1-4 Monroe County Tourist Development Council 2002-2003 Marketing Plan Rranding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services that differentiate it from the competition. Brand equity is the marketing term for a brand's value in terms of awareness and perceived quality - in other words, its proven ability to draw and keep customers. Branding can reflect personality and an attitude, such as our destination's theme, "Come as you are". Our Florida Keys and Key West positioning 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 for developing awareness and image in the most direct, time -efficient and personalized manner available. Interactive electronic marketing is more than multimedia to entertain or engage a consumer. It is a higher level of strategic marketing allowing .a 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 and is part of our Customer Relationship Management (CRM) program. 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. One of the best features of e-marketing is that it enables us to measure the effectiveness of our efforts on a daily basis. 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 also how many click-throughs were directed to our web -site. We can then figure a cost per impression or even more valuable, cost per click -through and total click-throughs. We are also able to determine 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 2002-2003 Marketing Plan Target Audiences • Consumer The general target audience for The Florida Keys & Key West is affluent Adults. • By targeting the affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "asp irational" element of a broader audience: those with less income who aspire to experience a quality vacation and thus will be more likely to travel to the Florida Keys & Key West. Within this group, "umbrella" campaigns will be skewed to prospects with special interests: • Leisure Travel • Diving • Fishing • Cultural/Historic/Art • Gay/Lesbian • Mature • EcoTourists • Honeymooners • Soft -Adventure • Romance • Travel Trade • Travel Agents/Tour Operators, both nationally and internationally. • Meeting Planners, for small to mid -size meetings International advertising has been placed predominately through trade publications and VISIT FLORIDA co-op in consumer and trade media. In 2002 we entered the consumer market with U.K. TV. With the growth of the Internet, the destination has increased its presence on search engines and travel specific web -sites therefore, our international share of voice will continue to grow. The Internet has made English the primary language of the world. Many web -sites including the TDC site have pages translated into foreign languages, but the medium is in English. Our work with our UK and German representatives will forge a new effort targeting the consumer. It is very important to avoid media with 60-90 day closing dates. We do not want to be committed if certain areas erupt. The economy will also be a factor because Europe lags behind the US in any recovery. Geographic, domestic and international target markets are described within the prospect analysis. IN Monroe County Tourist Development Council 2002-2003 Marketing Plan Domestic Target Audience Population % of Index Total Total Target Head of HH 36,743,000 100% 100 Total Men 18,593,000 50.6% 100 Total Women 18,155,000 49.4% 100 Age 35-39 6,553,000 17.8% 131 Age 40-44 7,915,000 21.5% 131 Age 45-49 7,803,000 21.2% 131 Age 50-54 7,356,000 20.0% 131 Age 55-64 7,120,000 19.4% 131 HHI $75-$100M 16,144,000 43.9% 98 HHI $100-$150M 12,736,000 34.7% 100 HHI $150-$200M 3,627,000 9.9% 104 HHI $200-$250M 1,660,000 4.5% 98 HHI $250 + 2,580,000 7.0% 104 3rried 33,343,000 90.7% 102 .jingle 1,449,000 3.9% 69 Professional/Managerial 19,998,000 54.4% 105 College Graduate 18,846,000 51.3% 97 Own Primary Residence 35,616,000 96.9% 101 2+ Airline Trips in Past Year 19,687,000 53.6% 99 5+ Nights in Hotel/Motel 25,907,000 70.5% 101 Northeast 7,916,000 21.5% 100 Midwest 9,065,000 24.7% 105 South 11,903,000 21.4% 100 West 7,863,000 21.4% 94 Source: 2001 Monroe Mendelsohn Head of Household 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, Married=102 index. This means that our target population is 2% more likely than the ,erage to be married. 1-7 Monroe County Tourist Development Council 2002-2003 Marketing Plan ■ Resources 10% 0 Gay Media 1% ■ Meetings Magazines 1% Q Dom. Trade Magazines 1% , ® Intl Trade Print 1% 2002-2003 TOTAL PLAN O Miscellaneous 6% ■ Newspaper 25% 0 Collateral 1% ■ Production 1% ■ Expen 1% $7,116,134 NOTE: Miscellaneous includes Media Materials, Talent and Residuals and Future Fund 1-8 ® Consumer Magazines 11% 0International Print 1% / M Internet 5% �E In State Cable 10% ® National Cable 25% Monroe County Tourist Development Council 2002 2003 Marketing Me- ■ Septer 2°h ] Augusi 5% ■ July 7% 2002-2003 MONTHLY MEDIA SPENDING ■ December .-,.� ..._�._ 701 ■January ■ May 10% 10% $7,116,134 Media W" iruary 3% ❑ March 12% Monroe County Tourist Development Council 2002-2003 Marketing Plan ■ D/ 3. DAC 3 6.9% O DAC 2 2.5% 2002-2003 ADVERTISING BREAKOUT ® ■ C:chinn 1 Imhrcll� ■ DAC 1 22.2% $79116,134 1-10 Generic (includes Media Materials, Expenses and Collateral) 48.2% Monroe County Tourist Development Council 2002-2003 Marketing Plan ':o-op Advertising Cooperative advertising was introduced to provide accommodations, businesses, and attractions, direct access to major travel markets at a cost-effective rate. The co-op program currently has over 100 participants involved in generic, district and umbrella opportunities. In addition to newspaper and magazine opportunities, participants have the ability to reach consumers via cable television tags and the Internet. • Due to limited availability, all co-op space and time is on a first come, first served basis. • Space/time reservations are arranged through your media insertion order form from your agency, and/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 monies 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. Monroe County Tourist Development Council 2002-2003 Marketing Plan COLLATERAL AND FULFILLMENT The Market Share Company handles all fulfillment requests by the VIS operations through the Chambers of Commerce, TDC office and Tinsley Advertising. Call to Action Ws: • U.S.A: 1-800-FLA-KEYS (For destination brochures). 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 TDC office during business hours; voice mail after hours. • U.K: 01564-794555 (For brochures, videos or rate guides). 01564-795333 (Fax) This is a United Kingdom/Ireland 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 and tournament guide). 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 and tournament guide will arrive no later than two days after the order is taken. If the consumer only wants the tournament guide, the operator will take the caller's name and address and the brochure will be mailed within two days. • Key Largo: 1-800-822-1088 (For accommodations guide 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 brochure 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 brochure, passport, 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 brochure 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 brochure 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 TDC office are downloaded by the TDC and passed along to the fulfillment house. 1-12 Monroe County Tourist Development Council 2002-2003 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 and Asian 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: 2.7 oz. • First Class:.830 •Bulk:.270 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:.7 oz. • First Class:.370 •Bulk:.270 Meeting Planners Guide: A guide featuring a beauty shot of participating properties, along with a description and room/facilities chart. Includes map and directional information. Description: 8.5" x 11" folded, four color. Florida Keys 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:..83¢ • Bulk:.270 1-13 Monroe County Tourist Development Council 2002-2003 Marketing Plan District/Umbrella/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:.600 - Bulk: .270 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. Description: 4" x 9", 8 panels, four-color - Weight:.5 oz. - First Class:.370 - Bulk: .270 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:.600 - Bulk: .270 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:.8 oz. - First Class:.370 - Bulk: .270 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 oz. - First Class:.600 - Bulk: .270 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-MARATHON or 1-800-FLA-KEYS. Produced by Marathon Chamber. Description: 4" x 9", 96 pages, four-color - Weight: 2.6 oz. - First Class:.830 - Bulk: .270 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:.370 - Bulk: .270 Islamorada Visitor's Guide: Includes information on Islamorada's accommodations, attractions, history, shopping, fishing, events, restaurants and advertisements. A consumer 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: 1.6 oz. - First Class:.600 - Bulk: .270 1-14 Monroe County Tourist Development Council 2002-2003 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:.600 - Bulk:.270 Fishing Tournament Guide: Complete list of Tournaments with date, location and director information. A consumer will receive both this guide and video when calling 1-888-FISH-KEYS. Description: 12" x 9", folded 3 panel, four-color Weight:.3oz. - First Class:.370 - Bulk:.270 (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:.600 • Bulk:.270 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:.9 oz. - First Class: 37 ¢ • Bulk:.270 1-15 FULFILLMENT ocEDu�s- D v"I LOAD FROM: TO: [chambers .� Market TDC Office —Share f Key West, R Tinsley 6L� �� INMRMMONAL Cellett Travel Services, UX and Germany Tinsley EDC Office J,�� CALL TO AC'noH 1-888-FISH-KEYS Fishing Tournament Guide & Fishing Video SHIP TO: j Consumers Trade 1 International Trade International Consumers F7-r, 1-171 F USA 800 - —Consumers Monroe County Tourist Development Council 2002-200"') Marketing Plan HI rLORIDA KKly...WIST MONROE COUNIYTOURIST DEVELOPMENT COUNCIL GOme Us you av-eoffl 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 2002-2003 Marketing Plan GENERIC MEDIA PLACEMENT • Consumer Magazines (Dedicated) 1/3, 1/4 and 1/6 Page Travel Directory four-color 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, Wedding Channel Sponsorship of Site Keyword Search: AOL, Yahoo Search Engine listings - Overture 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 Sixty-second radio spots will be used in -state to promote various events. • Newspaper Ads placed in the travel sections of top 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/Conventions Both co-op and dedicated ads will be utilized to 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 2002-2003 Marketing Plan GENERIC PLAN: FULL PAGE (dedicated and co-op), HALF PAGE, OTHER SIZES IN 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 web -site (www.fla-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 2002-2003 Marketing Plan GENERIC PLAN Magazines Creative: ..oastal Living Male: 33.8% • Circulation: 487,671 Female: 66.2% • Page 4 Color CPM - $34.75 Median Age: 44.7 MHHI: $84,824 Islands Male: 49.7% • Circulation: 235,205 Female: 50.3% • Page 4 Color CPM - $73.40 Median Age: 46.9 MHHI: $120,800 National Geographic Traveler - Eastern Edition Male: 51.8% • Circulation: 450,000 Female: 48.2% • Page 4 Color CPM - $81.22 Median Age: 50.8 MHHI: $115,900 Travel & Leisure - Eastern Edition Male: 47.1 % • Circulation: 450,000 Female: 52.9% • Page 4 Color CPM - $72.57 Median Age: 50.4 MHHI: $120,342 Travel Holiday Male: 48% • Circulation: 659,505 Female: 52% • Page 4 Color CPM- $39.54 Median Age: 49 MHHI: $115,514 Modern Brides Male: 11.0% • Circulation: 353,774 Female: 89.0% • Page 4 Color CPM - $98.91 Median Age: 28.2 MHHI: $47,190 Southern Living Male: 30.9% • Circulation: 1,180,000 Female: 69.1% • Page 4 Color CPM - $45.57 Median Age: 49.5 MHHI: $78,995 Bridal Guide Male: 10.0% • Circulation: 260,000 Female: 90.0% • Page 4 Color CPM - $55.40 Median Age: 28.5 MHHI: $48,009 Food & Wine Male: 41 % • Circulation: 978,277 Female: 59% • Page 4 Color CPM - $42.14 Median Age: 47.8 MHHI: $120,500 1-20 Monroe County Tourist Development Council 2002-2003 Marketing Plan Art News Male: 40% • Circulation: 75,000 Female: 60% • 8 Page Section CPM — $202.60 Median Age: 48 MHHI: $202,800 Elegant Bride Male: 10.0% • Circulation: 405,000 Female: 90.0% • 1/4 Page 4 Color CPM - $18.53 Median Age: 27 MHHI: $68,100 Modern Brides Male: 11.0% • Circulation: 405,000 Female: 89.0% • 1/4 Page 4 Color CPM - $18.53 Median Age: 26 MHHI: $43,052 Southern Living Weddings Male: 23.0% • Circulation: 400,000 Female: 77.0% • Page 4 Color CPM — $47.06 Median Age: 46 MHHI: $50,217 Source: 200012001 Monroe Mendelsohn, MR/ 2001 Coastal Living Subscriber Survey 2000, Southern Living Weddings Reader Prototype 2001, Mario Clements Subscriber Study 2001 (Art News) 1-21 1-22 Monroe County Tourist Development Council 2002-2003 Marketing Plan =®IIIIIIEEEE■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■ INNER a 1111EEEEEEEEIBBNENE■■■E - ENNNIIEI■IEEMMB ■■NEE : N e IIIIEENMEMMMM■BBBBIE■■E ln■■mEll■Bl■Ell on■■m•I ® -0 Illl■■■E■MMBE IIIIEEEEEEEEE NEEBM■■■Brt■■■mms■■eIIMMMM I■■I MEMO I Imm■ms■■E EngivieselB■RMR B, lllgmgll■Bll NINE E■■■E m■mmE■E■nl■mEll E■■■`I 1■■■■■■■■■ ■■■■■■■■■ ■■■■■■■■■■■■■■R-■■■■ ■ 8 IBEBB■■ggl MmmgmE■■e.s■mm■ll■■ll■Ell ■■■o'l RIERMo■■B'"■IIII■IINIIIIIL .® IloilBMMMI soon l me = 9 IloilBMMMI MMMM■■■B'BMMMBEMBBEMMBBI m■■l l goMM NONE .■ogellog■■gl■om _Boom I IIeMM■MIeMI IMolloolMm nlmm■■■e sommenENINeI NI n some Insnll■Ell loot■■■l`■omm■■IIIBBI II -I .III 611 IMMMMMMMRI IN :I IEEE■■■ENEEIEEBINBBMI III 911 Igloo =■ logo IN.n■■■ss■mmel■ooloom ■B ■■■ 11E■lnnglMo■ME_ Ell ■ ■■■BNMM■BMBE■■■ NIMBI III =611111■■■■g■BEE■■B. I ■■nsellNEEEEEEI NIMBI III ®IIIIIIMINEEEEIMe■L 9111111MMMIMMMMMMMI I I ■■■■l■essgo■BMI NIMBI -III ■■m■ngl■nsonsEm IRINn III 6�IIIIIBMI EINEMNMM■MMo■■sBBeesB■BMBBem IIII m MEN ®IIIIBMI MMBBMBMMMmmo■ssBERENE■BEEENI milli =III 0�IIIIBMI RIENMBMMMMM■s■BBBmMBB■mss■lI milli Rol �9IIIIIBMIMMBeBBE■INm■■slBBeeBBBeM■BBI milli :R■N o■■■mmgllBRMB MB■I Bmm ® i HNRN I■BBB■oil moll one III insomm BIIII long- N■llI IN l■■■Bonessell _long l■ol■ss■g .m■■■■m■llooll:IIII 6111111III.Iglo■ IN l■Elo■s■g 911111looM Igloo ■I onssmm■somBB■ ■■ > l Meets■■Nlm I is Moslem Im■■ m■mMI■■■MMIBBMII =m■:■`I■MM■■lem =BIIIIIIMIm logoIEll 9111111NMm 'IBNo-IMg■I■■ngg■nglMm `so lool■■llm I millllloom I l■gM mMMMM■■■MMmmNmlm _o■ lool■■oll ®111111■■E� ° logo loolo■■■olooloom: ■ I m■ll■■ssl 6 11111■■■ ' moll loolool■■ls■mm■l ° I = I le■l■■s■m ® IQ` 11111■11 MEMO gool■■■■mmgllool I I lool■■Bll IIIIIIII moll gooll■n■Eglll■■l : N IMMMNsoMge nomilloom loll __ - 0 loolooloolli 6111111MElMMMMMmMMMMmms■■BeMmMMMMMMm =mon■gn■■E■ll 0111111s■eeMMBEIMMmMMM■o■BBMImMIIIMm o■■sons■■gll 9111111MEEElI BMMNIEE■ ■BBEMMe■emME■ENEEIMIB■BEEN 6111111■oloom'n■■■■■m BIIIIIIIMBBem':EEMMMMg: ■■BBMNMnMMMIBBMBsgemB■■MMl ■BBBMMMEINBBB■MB■MMMM■■MMe 9111111mMn■ll ■■Em■lm ■M■BMMeBMMMEBNISBMSMB■■Ele EIIIIIIneMBBI■mBBMMMBI ollENlB■BMMIBBBBBMBBM■■BBN ellllll■ngl■BIBBRIEEBEs■EBBBBegIBEENEBBBBM■nn■■mel ®IIIIIIBBMMB■MNBBeMMMB■osBBBneMBBMMBBBBBBMg■o■■oll 9111111se■■BMM■BBBBBBeo■oMIeeBIBBBMBBBIBMEmos■■meI - 0 w a o G O O a (i 1-23 Monroe County Tourist Development Council 2002-2003 Marketing Plan ®IIIIIIs■n■■■■ls■■ so■ ■■■■■■■■■■■■■■■SENSE■■ 0 1111E■I■■■Mon■on ..■ .■■■■■■■■■■■■■■.■■■■■■: ■■■■■■■■■■■■■■■■■■■■■■ B 0 11HI■.■■.■SOON 1111■■■■.■■m■.■ ■■■ ■■■ ■■■■■■■■■■■.■■■■■■■■■■ M■■ .Non■ ■■.■Nl■■■■■■■■■■■■. B 111■m■■■■■.s■■ MEN n■o■■s Emmons o 0 son H■■■n■m■■■mm ■■■ ■■■■■■■■■■■■■■ ■■■ ■■■- H■■n■m■■■■■■ ■Mon ■■ ■M■N■■■nl■■ons 1■■■■■moss.■ son ■■■. ■■on■■Sn■■■■■m.■o■. B 8 ■■'■MEN■mo■■o■■■m o■ ■■N ONE In■■■ss■■■om 1■■■■■■o■■■■ H■■■mm■■so■■ ■■■ ■■n loss SIEMENS 0 0 ■O ■ I■■ _■■■■■■■no■NO■■ 0 1■■m■■■s■■■■ ■■■ ■;-S■NS■■■monsoon`■Non- 1■o■■o■■o■■■ ■■■:'■- ■■m■■■s■ Emmons -ONE 6 011 1011 Ism ■ M■■ . 1■■nEl■O.■■■ ■■■■■■m■■s■■■■ HERE ■ MEN ■■N :soon ■■■ monsoon =■ _■■■ 01111M■.■■■■MEMO 911HIIEomoo■Soomoo■ moons moo■` ■• :soon NONE o■■■■■nIS S■■ NONE ■■ :■■■n sons ®Illills■■■o■m■Is■ soon EISEmmons . NINE ■■■ ■ NINE ■■■ ■■@N■■■Smoons soon millions ■ 0�11111■■■■■E .■■■ NS■■�■■■■■■■■■■Es■m■■■s■■s■ ©f�1111mom ■n m ■on E■■mE■n■Mn■■N■lNo MEN■M■NEE ■■■ ■■■■■■■ monsoon E■■■■monsoons 9!;1111■■■n 011111■■■ one ■ ■■■ ■■■■n■E■ssoN■ ■■■Non MONSOON B�I�IIII■ : I " son o■R■■■■■soon soon ■ : SOMEONE ■.■ loss■■■■■■NE OMEN ■ monsoon all Milli elllllH■■■ ON :� on III loss MEN MEN : ■o■■n■omm■■■ : SENSE : Solomon ■■■mo■■■s■■S : M■NEM ■■mmo■■ : .■ ■ f3illlll■■■ ■■n son NINON ■■■■■M■ ■n ■■ ■■ ■■' monsoon ®111111.I■ ■■■■■mom■■■■ ■■■■■mom ■■n ■■s■m■■mm■■ ONES on - Bllllll■■■ ' 6111111■■1 I ; ■ ° ` ■■ ■■ ■■ : of : ■■N ■■■■■■s■m■■ ■■■■Ens moss■■■ 0111111■■■ ©111111■■■ 011111■■■ ■ . I " ■■■ son : mom■■■■■■■■ ■o■■■m■o■ ,. ■ ` : on ■■ E■ ■■ ■ ` ■ = : monsoon ONE moo■ • ■■■■m■o■m ONE soon monsoon I ■ ■ on ■ . ®f 11111E■I monsoon IlllHn■■ im■nl■mmon Em■EEn■ ■ ■■■ : ■ ■. I H■■■■■n■■n■lNE■ossonso son on n.mm■■n■■■ - 9111111■■■■m■n■■IE■■■RE■soon 1■■■■o■■o■■■■■■■■.NONE ■■.■ =OMEN ■■m■sso■■■ ■■■■o■■o■s NONE milllll■.■.E.■...■..■■N■...E s■■■■■■s■■ _ �111111■■E■■■■■■■■■■■■O■■son■ • loss m■■■■■s■■s 0111111.■■■■■■■■■.s■.■■■o■■■ SE■N■■■■m■■m■■■■ 8111111■■■■sn■■■■■■■■■s■■E■■ ■■■E■O■■■■■o■■o■ �111111.■■■■■■■■■■■■■■■■■non■ M■■■■N■Mon■OM■■■■ 0111111.■■■■■■■■■■■.■■■■E■■o■mo■om■■■■oso■mos■ ©IIIIIIO■■■.■mom■■N■I■■■s■■EOEI■sO■■■Oo■■moo■■Eon NON n - - L Q a 6 _ � O U y W 10 0. � 1-24 Monroe County Tourist Development Council 2002-2003 Marketing Plan ■ soon ■■ ®1111111■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■ ■ ■'loss NINE on on 11111■1■■■R1■■11■EII:1■■■■■■■■E■N■■■ 1111E■■■■■■m■■■■■■■■ ■■■1■■■■11■1■■■ f� B 1111■■■■■■■I 1111E■■■■■■I.■■m■■■■'■■■■■■■■m■■■son 11115111011111110 ■ m•■■m1 ■■■I on on 0 0 1111■E■■1■I.■s■m■■■ 1111110.0E ■m■■■■■.■■mN■■■■■■■■■■■ ■■■s■■■■s■■■■■■.■ ■•■■■■ ■■■s ■■ on ■■1 ■■■■o■■ ■■s■■■■■■■■ms■■ ■ fl ® a' a 1■■■I loom■ login loons ■■■I ■■■1 ■■■m on in ■■., ■■ ■EN ■■■■■■■•1■■■m■ ■mN■■■■■ ■■■■■1■W ■ ■■N MEN `m■nnomm ■■■■■n 010101m ■■■N■■:■■■■■■■1 ■.Elms 0 looms III monsoon ■■■ on 011101m1 ■ loss ■■ so 1 :■ 101111 ■■■■■1 111 a on ■n.m Illinois 1111101001m ■■■■■■■■■ ■00 looms III' lm all 1■■10111E■:s■ ■■■■m1'1-■■■101 1111 100■■1■■■■ ■■ 0■■1■■■■ 011 I■II■■■■■■ Emmons 111 looms ■■■■■■■■•1■1 monsoons 01111111I ■■1■ soon 1■1■■■E■■■UN1■■I ■■■■1■■■111-11■■0,■■■ s■■ III Will 9IIIIII■■■1`■■■■ 0■11011■10-loss■ ■■■ 110011A III 0111111■■■1 Room ■■■110■■■■-111■■ ■■■.monsoon■ III f�!JI11I1■1■1 mil ■1 ■■1■E■■■■■■■■■1■ ■loom■■■ monsoons III ® 1111■■■■ MEN on ■■1■1■■■■■■■■■0E No son III I■■ a�1111■1■1 `-o■.■■1■■■■■■■111■0■ 1 ■1m■■■■■■■■■■101 ■■■■■■■o ■o■■■nml 0�11111■1■1 ■■1 ®�1,3111■■■■ MEN ■ ■■■■■■1■■N■■1■■1 monsoons son 811111■■■■■■■E HE a1■1■■■R■1 = N■■■■■■■■■■m■■■■■■■im■■■■■mI Ims ■■■m■■Nm■m■■■■■s■■N■■■■■m■■I Ism ■e 0111111■m■■■ ■m■mI■■N■■■■■N■■■■■■■■■I■■■m s■■ ■■■■■■■■■■■■Nm■■■■■■■■■■■■■N■■■■1 111 ellllllm■mm1 ■■■■■m■■■Ems■m■■■■■■■mIsm■m■■■■■1 III 10111111m■o■■ allllllN■o■■ ■■■■■■■.■1■m■■■■■■■■■■mmm■■■■■I91 oil 0111HIssomm ■■■■■■■ ■1■■■■■■■■■■o■n■■m■■1■■nI III ©111111■■■■■_ monsoon _■■■■o■■■■■m ■■I 0'111111■■■01 9f111110■m■■: monsoon monsoon .■■■■■1■■■■■1 11111001110E ■■■■■■■■■■1 ■■■■■■■■181 ■■■ 101 0`11111■■■■■ Emmons .■■■■1■m■■■NI ■E■■■■■■■■■1 ■■■■■11■E■1 son - 0���1■■■■ 0111111■1■1 10111110001 100011Emmons long ■I■■■■■m■■I ■■■N■Ism■nm■■N■■■■I NINE ■■■■■■.■■■■■■■■■■■l ■■■■■■= loss mlong :Emmons ;■■■■1■■■■1■■ _ 01111111■1■ ■m■■■n Monson .. ■■■■N on ■■■■■■ 001■■■0■■■■■ ■■■■■■■■0101 on ■■■1■1 _ ■■■■■ ■NINE°■■■■■■■■s looms f�111111■■■s■■n■■■■■ = ■■■moss■■ ■■■s■■■o■■■■ ■1■■1■11■■■■ looms 1011111100011■■■■■■■ 0111111110■■R■■■■■1 ;onmm■■■■■ ■010■15■1■R■ looms 0111111■■■■■■■■■■■1 ■■■■■■s■■.0I son ■■ loss NONE 01111110■■■■■1■■■■1■01■■■■0 ■■1■■■■1 monsoon monsoon ®IIIIIII■m■■■■■■■N■■1■■■■■1Aonso■■l loss allllll■mm1■R1mmNNmmm1■11Ima111■1111- monsoon soon lose OIIIlIlI1■■m■11111mm11111ImAm■■■■n■ 111111m ❑ O O U a U U p U _ VI O 2 7 Z O O _ - O O a Monroe County Tourist Development Council 2002-2003 Marketing Plan 0111111■0■ loll monsoon ■ ■■ ■■ ■■■ ■ M111111■e■ nose s■■■■■■■ m■s■■■n■■■■■■■■'■n ■■ ■■■= ■ 0 1111■g■ long ■■me■■■■■■■■■■■ monsoons on on son .. 0 1111■■■ Room monsoons ■■R■■mmn■■■■■■■ ■o in ■o■ ■ long monsoons ■■■■■■■■■■■Rol■ on 0 1111■■■ on ■■■ ■ ills om■■mNon ■■■■■■■■■■■■■■■ a 11 on in noun--■ Is■n ■R■■ l■■■■■■■■■■■■■■ ■■ o Is■■ o■■■s■■R on -monsoon ons 11 sl■■sl■■■o ® 8" 9 lose 1■■e lose l■m n■■mos■■ m■■so■■l.l■■■■■■■■■■■■e■ ■■R■■■■■■■■■■■■ on lm RR■ ■■■ m■■■■■■■■■ monsoons moll■■■■ ■■■■l■■l■■■■■■■-■e ■■ ■■■■■o■■■■ 0 I11I11i0n■R■■■■o■■■■■■■■ long ■o■ ■■■■■■■■■■■■■■■ ■■■■■■■■■0 0 1011 ■■■' m■■■■■■■.■■■■■■■■■■■■■■loon ■■■■■■■■■■ ■l■■■■■■■■■■l■■■m■ ■■■■■■■■■■ 9 loss loss ■■o monsoons 011 ■■■m moll■■le■■■■■■■■■■■m■■■■■■e e■■■■■■■■■ ■■■m.m■■■■■■e■■■■■■■■■■■R■■■■■le ■■■■■■■■■l 011 loss m■:■■■■■■■■■■l■■■■■■■■s■one millions ■■■l ■■■■■■■■■e 911111e■m_ Ross '■■ ■■■■■m■m■■■■■■■■■■■■■l■l R■■o■■■■■■ ®111111■■■ miss No ■■■■■■■■■■■■■■■■■■■■■■mg-■■m■■■o■■■ f3111111■■■'■■■g R■■■■■■■■mn■■■■■■■■■■■■■■mm ■■■■■■■■■■ 0 11111■■■ soon ■■■■■■■■■■o■ o■no■m■■■■■■■R ■■■■■goo■■ ®f 1111■■m'■■ss e■e■■■■■R■■■ ■■■R■■■■■■■■mo ■■■■■■■■sR e"Allll■mm m■■m ■■m■■mm■■e■o ■■■■■■■■■■■ems o■■■■m■■s■ 0�11111■■■ l■■m ■■■■■■■■■■■■ g■■■■■■■■■e■Rn ■moo■■■■■■ ® 11111 ■■■ ■■■ ■■■■■■■■o■■o:■■■■■■■■■■■■■■ ■e■R■■■■■■ ell loon es■ on in moss■■ IN ■■■■l■■e■■R m■■m■■■■■■ ellll�loom ■■■. ■■■■■, 13 :■9 son ■o■■on ■on no ■■■■■■■■■■m m■■s■m■o■s 9111111■■m ■■9 on me■s■m■■■■■ ■■■■■m■■■■ 0111111■■■ ■l■m in m■e■■m■■■■■ ■■■■■■■■■m on ■■■■mm Rs ellllll■■■ ■■■■ ■■ ■■■■■■■■l■■m mlm■■■■■■■m ■■■■■■■■■e 9111111■■■ loss on ■■■.■■■■■■■■:■■■■■■■■■■■ m■■■■■■■■l elllllls■l loss ■■:■■■� NINE ■m■■ g■■■■■o■oe■ ■■■■■■■■■l 0111111■■■ ■■■, ■ ■■■-■■■■mmom ■■sa■■■■■■R■ o■■■■■■■■m ©111111■■■ s■■ monsoons ■■■■■■moss■ ■■■■■■moss loss iiiiii iiiiiiii iiaiiiiiiii iiiiiiiiiil o elm■■ ■■■■■■■■■■■■o■■■■ m■ ■■■■m■■■■■■■■■■■■mm■■g ■■■ Rol ■■s o■ ■R`■■■■■■ sm■■■m Rg g■■o■■■■■■■■m■■■■■■■■■ 61111110■m 0111111■■m ■■■ in ms■■s■■■■■■■m■■■■■■■■m - on R■R■■R:em 0111111■■m on ■■■ mmsmos■l■■s■m■■■■■■■■m ONE in gs000■■■■■snos■■■■■■■m :■■ on ■■■■■■ 0111111■■■ ONE ■■-m■■�■m■s■■■■Rs■■■o■■■e on on ■■■■■■ 10111111■■■ 0111111■■■ ` Big ONE on el!■■■R in ■■0 ■■■■■■■■l■■■■■■■■m 0111111101 SEINE-m®=■ o■■s nm m■■■Ra■s■■s■■■■■■s■■■m 0111111■■■■ R■■■R■■■■■■.■■■■■■m g■m■■■■o■■o■■■o■■o■■■nl ®111111■■■■ 0111111■■■■ elm■■■■■■■■ m■■s■■■ moll■■ ■■■■■m■■■■l■■■m ■■■so■■■■■mmong ■■■■■■■■■■n-monsoon 111110 ■n■■■■■ 0111111■■■■ ■■■■■Roe■■■ ■■n■■■■■■oo■■■■m■■■■■g a 0 z = w 0 a - - mQ a d= 1-27 the 4uWncommonplace 13tSTO "It is a curious place this Key West. Closer to Havana than to Miami. The southernmost city in the U.S. and by far the most unique." History s Art • Cultural • Fishing a World Renown Events + Dieing • Gay Destination s Airport Monroe County Tourist Development Council 2002-2003 Marketing Plan ®Misc( I In Sta- 1 DAC 1 2002-2003 Media Spending by Category ■ Resources ❑ Gay Media 7% $1,581,962 Media 1-29 imet Monroe County Tourist Development Council 2002-2003 Marketing Plan a111111■■l■ a Illinois on ■■■■ l■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■- ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ a 1111■■0■ l■■■ ■loons■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■: 0 1111■■■■ l■■o ol■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ B B 1111■s■■ 111■s■■ ■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■ l■■■ o■■■■■■■■■■■l■■■■■■sl■■■l■■■■■■■■■■l■■,. 0 0 loon■ 1■■■0 ■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■s■■■■■■■ ■ls■■s■■s■■■ss■■■so■■■■ss■■■■■■■■■■■■■ lose © a 0 1■o■■ 1■o■■ 1■■■■ l■■■ Donn■l■■■■■■■l■■■l■■■■■■■■■■■■■■■■■■■■ l■■■ long Donn■l■■■■■■■■■■■■i3■■■■■■■■■■■■■0000■■ goon■■■■■■■■■■■9oe■■■■■■■■■■■■■■■■■■■■■ 0 1■■■■ soon noon■o■■■■■■■Q■■■■■■■■■■■■■■■s■■■■l■■■ 0 a all longs Igloo loose on■o ■■l■■s■■■■■■■■■■■■■■■■l■■■■■■■■■■■■■l■■ o■■■■■■■■■■■■■■■■goo■■■■■o■no■■■■■■■■■■ g■■o loss ■o■■■■■■■■■■■■■elan■■E■n EON aln■ Ell a■■■■■ cillillons loss MINES ons■ ■■■■■■■■■■■■■■■■■■lg■■■o ■■■■■■■■■■■■■o �Oil 81111 BIIIIII■■■■ loon■ ■■■■ ■■■■■noon■■■■■■■■■E;i■■■■■■■■■■■■■■■■■■■■ ■■■■ ■loonl■■■■■■■■■ana■■■e■■■■■■■■�■■■■■■■ allillinson ■■s■ Ease ®■■H■ason ■■■■ ■■■■■■■■■■■0■■■■■■■■■■I■■■■■■■■■■■■■■ 111111■■�■ �1111■■■■ 1111■■s■ l■■s l■■..■■■■■■■■■■■■■■■e■■■■■�■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■■a■■a■■■■■■■ 0111111■■.9g l■■■ ■■eoB■■■■■BOONEI■■■■hONE ■■®■l0■■I�■011 ®"1 8111,11■■s■-l■■l alllll■■■■ 11■■■■ l■■,■■...■Ql■■■..■..■■■......■■....■. ■■noon■■■■■■■■■l■■■■■■■■■l■■■■■■�■■■■n ■.■■. ■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 0111111■■E3■'■■■■ 011llll■■■■ ■■■soon■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■us ■■�l■l■■17.■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 9llllll■■■■ ■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■■■ ■■■■■■■l■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 10111111■■■■ 6llllll■■■■ ■■■ ■■■■■■l■■■a■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 011111101:21 Q111111111 ■■■■ ■■a■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■■■ 1101 ■■■■■■■s■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ s■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 1©Illlll■■■■ 9 O`11111■■■l IIIII■■■■ on ■■■■■■■■Ose■■■■■■■■■ss■■■■■■■■■■■■■■■■s ■■es ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ 0 pl■■oo soon ■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ = o����1■■■■ 0111111■■■■ 011111S= - ■■■■ loss o■■■ ■■■■■■s■l■l■■■■■■■s■■■■■■■■■■■■■■■■■■■■ ■soon■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■■■■■■l■■■■■■■■■■■■■■■■■■ 0111111■■�■ ■■■ l■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ O""II■■■■ 6lllill■■■■ allllll■■■■ lion noon®noon■ ■■■■■■■■■■■■■■■■■■■■■■■l■■■■ ■■■■ ■■■■ ■■■■■■■■l■ ■s■■■■■■a■�■■■■s■■■■■■■■■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■■■■ - ollllll■■ag ■nag ■gas■■■B■lga■ll■al■■■■■a■gl■■al■■lll■g ©111111i1■i soon on 2111111■l�■ 10111111111101 Non�i■iii■iii■i■iiiiiiiiiiiiiiiiiiiii loss ■■■■ ■■■■■■s®l■■■ ■■■■■■o■■■■■■■■■■ls■■ soon t r - Ws] Monroe County Tourist Development Council 2002-2003 Marketing Plan �0������1�111�1111��11111�11�11��11111���1�1111111��1�1 0111111 ■■■■■■■■■■■■■■■■■■■■■ loss moss■■■■■■ lOg■om■o■s loll■: Ninon '®IIIIIIC.....■■...■.■.■■■loss m■■■on B IIIII■■■■■■■.■..■■■.....■. Illll■■■■■■■■■■■■■■■■m■■■■:■■■■B■ ■■sons looloo■■■n looloom■■l NINON NINON f� 9 a 1111■■■■■■■■■■■■■■■■■m■■■■.■■■OEM 1111■■■l■■■■■■■■■■■■■■■■■■ :11 Emmons Emmons IOINo■■ISI NINON■ ■NONE ■■-Emmons 1■■■■■■■■■■■l■■■■■■■■■■ .III II■N■■N■■■ ■■■■■■i - 0 o 1■■N■■l■■■■■l■■■■■■■■■■ Il■N■■■l■■N■m■■■■■■■■■■ Emmons ■■loll ■■■■■■song Emmons lmmNNNI■N■ mmll■r. ® e . Ills■■■ Il■■■■■■■■E■■NNN■■■■■■■ ■■■■■■■■■■■ SOONER lo■s■■o■■■ Emmons N■m■■m■■■■■m■■■■■■ loll■■ l■■■■■■■■l l■■■N■■■ns Emmons' ■ossom o 0 I■■■■■■ 1■■l■■■II■II■■■■l■■■■■■m■■■■■■ l■■■■■■■gs n■mm■m B Il■■■■■■■■■B■■■■l■■■■■■■■■■■■■ Is■N■■■ l■■■l■■■■■■■■■■■s■ m■■■■ gloom loss Noll mill■■ Emmons 011 Is■NNS■■■■■■■■■■■■■■■■■■■■m■■■ lI■mN 011 INN■ MINI■I 0111 Im■NNN■ ■■■■l■■■■■■■■■m■■■ ll■■s mom■ Iloilo 911111■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ Ninon mono llo■■■ 91111110■■■■■ ■■■■■■■■■■■■■■■■■■ NINON Boom Nilson N■■■■ f3111111■■■■■■■■■■Inn■■■■mn■■■■■■■■■■ ■■■■ n1■■■■ EfNNlll■■■■■■■■■■■■■■■■■■■■■■■■■■■■■ o■■■■loons Emmons �1111■■■■■■■■■■■■■■■■■■ sonso■m■s■ loon■soon Emmons 9 Illln■■■n■■■■■■■■■■■■■ ��iiiiiiiiiiiiiiiiiiii mo■■■■m■■■ ■loomN■■■ ■I■■E■ mossom■moss iiiiiiiii Emmons oil � monsommoso iiiii iiii IN III 91�N���■■N■■■■s■■■■■o■■■■ N■■■■■■■■■ NINON MEMO ON ■■■ _ o1111N1■■■■■■■■■EE■■■■■■■ ■■■■■■■■■■ lN■■m moll ■l ■■■ 8111111■■■m■n■■■■■■■n■■■■ Emmons ■mo■ ll■■■ ■■■ o1 ■■■ ■■■■sons■ loom■�11 soon ■■■ ■1 moss■■■■■ OlsonBoom ° ■1 ■■■ m■■■■■m■■ loom■NONE ■o ONE ©111111■■■■■■■■■■■o■■o■n■ moss■■■■■ ll■ns NONE ON ■■■I 0�11111■■■■m■■■■■■E■■■■■■ ■■■■s■■m■ INNER I ■I ■■N, ®11111■■■■nmInn■■E■n■■■■■■■■■■■■■m■ Ill■■ on ■1 s■■ f3` 11111■■■■■■■■■■■■■■n■En■■■■■■m■■■■ Olson ■■■■ ■1 ■■■'i f 1■■■■■■■■nInn■■■II■E■■■I■E■■E■ NIE■■■■■■■ ■N ■n■ 0���1■■■■■■■■■■■■■■I■■■■■■■■■■■■■■-moss■■■■■■-■N-■■n - 9111111■■■■■■■■■■■■■■EI■m■■n■n■■■■■■:mossomm■■■:■N:son " 0111111■■■■■■■■■■■■■■■■NEB■E■s■g■■■m m■■■■■■■■■ ■o ■■■ - DIIIIIII■■■■■■■■■■■n■■■nI■■m■I■I■■■■ mommons■■■ ■N ■m■ _ f�111111■■B■■■■■■■■■■■■■■■■■■■E■■■■■■ 9111111I■I■■■■■■■■■■n■■■■■I■■■■■■■E■ 111110■m■■ Memnon m■■■ 11 ■I m■■ ■■■ - 6111111n■I■IIm■■■■Wool■■■■■■■n■■■■E■:mo■s■mmo■■:■N:son 0111111m■ll■l■■■■l■l■l■llllllll■■■■l mll■■■■l■m ll Ill f111111■■■■■■■■■■■■nI■■■■■■■■■■■■■■■ log■■n■■■■ 11 son ®111111■■■■■■m■■■■■■■■■■■N■m■■■■■■■■ BIIIIII■■n■■■n■m■■■■■■■n■E■■■■■■■■Em moo■■■■■■■ moss■■■■■ ON ■1 ■■■ ■■n �IIIIII■■n■■■■■■■■■■■n■■■■■■■■■■■m■■ ■■s■O■IS■ BI ■■n' 0111111■■I■■■■■■■■■m■■■■■■■■I■■■■■■■ B■■o■m■■■ 11 ■■■ m Q Y K � J U 1-31 Monroe County Tourist Development Council 2002-2003 Marketing Plan BIIIIII ■ soon ■ I ....■.■■■.....■. ■E■ .son ■■■ = B ■ ■ ■ _ ■ ■■■ ■E■ I I 1111■■■■■M■■■M■■l■Ns■ 1111■■�■■■■■I■■■I■N■■ ■■■ ■■■ NINE NINE' ' ■■■ ` © 1111■■■■■I■■N■■■■■■■/ ■ NINE ` " ■ MEN I 1.1 9 6 1111■■■N■Ill■.■■..■....■ 11 .■■.: ■■.■ . •..■ ■ ...■ I 100111111111111 ..■..... ■mm 112 M■■■ 0 0 1■■■■■■■■■■N■■■■sI 1■M■■N■N■■■■■■■■■N ■ ■ ■ MEN ■E■ .. A ■ ■■■ 8 8' 1RE■■■■■I■l■■■■I■I II■■■■■■S■■■■sNNM■ ■ ■ ■■E S■■■ ' ■■■ ■m■■■:I _ ■ ■■■ . NI■■ ■ M 0 1■■2■■l■M■■■■■■■■■ INM■■■■I■■■■■■■■MI ` ■ ■ mmmossom.■■-■m■■■.I ■■m■■■■■ ■■ ■■■S■ N © M , ■ ■ IEEE■■ loom■IN lI- ■■■■■■MI ■■■I■■■S ■■■/■■■■■■■■■■■I■ ■■■■■N■■■■■■■■■M■ ■ I 011 1■MINIin ■■■■■■■I ■ ■■■■III■■■■■■■■■■.I MII 1111001111 I ■■■■■■■■ . ■ ■■■■■■■■■N■■■■■■■ 011 1 1■■■■■■■■■■■■■■■■/ = ■ ■■■■■■■■■S■■■■■■■■I 91 1111■■■■■' on O■AN= ■ ■■■■■■ ■■■■■■■■■■■■ ■ 0 11111■■■■■ on ■■■■■■M■ ■m■■■■■mm■■■■■■■■■■I B 1�11■■■■■ ■■ ` ■■■■■■■■ ■ ■■■■■■■■■■■■■■■■■■■. 811 81111�1■■�■lN■■ 1■■■■■■■■ ■■■■■ Blow. on in ■ ■ EE■■■■■■■■■oEE■■o■OI ■■■■■■■■■■■■■■■■■■■ DIIIIII■■■■■■■■ ■■ ■■■■■ ■ ' ■■■■■■■■■■■■■■■■■■■ 0111111■■■■■_ ■■ on no I■■■ : ■■■■■■■■■■■■■■■■■■■ M111111■■■■■- so snails- MI■■ ■■■■■■ ■■■■■■■■■■■■ 6111111■■■■s ■■_ N■■■N M■■■ - ■■■■■■■■■■■■■■■■■■■ E3111111■■■■■ 0-1" ■ENOM M■■■ : 0001000E mono■■■■■■■ ■■■■■■■sons B111111■■■■sins loss■ M■■■ ■■■SOON 0f M 11111M■0■■■■ 1111MS■■■■■■ ■R0■■.MEMO loom■' M■■■ ONENESS ■m■■■■■ lon■o■■■■■■ ■ns■m■■■s■■ M■■■ . = ME■■■■■ ■■■Room ■■NM■■■■N■■ 0` 0221001001 11111■■■■l■■ ■■■■l■■■■M■■E ■■■/ ©�����looms@ ■■■■■■■■■■■ ■■■■■moss■■ ■■■E■■E■■M■E■ ■■01012 _ _ MIIIII1■■■ 0111111■0■ : ■ ■ ■■■NM■■■■M■■■ ■■■■N5■■■M■■E monsoon ■■■moss : ■■■■■■■■M■■ - . l■■■■■■s■■ 0111111■■■ • ■ ■■■■■■■■■■■■■ _ ■o■■■■■ ■■■■■■■■■■ 0111111■■3 ■111 ■■■■■■s■■■ ■■■N■■■ M■NM■■■■■■ : ■■■ - - ■■■ M■IN■■ ■■■moss ■■N■■■■■■■ ■■■■■■■■■■ 6111111■■■■■■F ■■E ■■M■E■ ■■■moon N■■ . . ■■IN■■ ■■■■■N■ ■N■■■IN■■N 011111l■■■■I■N 0111111■■■■■■■■■N■5 ■■M■E■■■M■■■■! ■■■moss■■■ e1111111■■WINE■■■l■■■■MN■■■■■■NN■■■■■■■■m■mn■■ t 0 a U � O U 1-32 BIAIN[ KEY AND FLORIDA'S LOWER KEYS OD "The islands and islets of the Lower Keys are a natural escape for travelers and exotic species of wildlife alike. Sun -filled days and quiet nights await you in this tropical American paradise." Cramping • Eco-tourism - Diving - Fishing Monroe County Tourist Development Council 2002-2003 Marketing Plan ® internet 9% DAC 2 2002-2003 Media Spending by Category ® Magazines 29% 6% ■ Newspaper $175,435 30% ISLANDS OF FLORIDA "Some undeniable yearning in the human spirit knows the restorative powers of peace, quiet and warmth. In the Keys we will be at home. In Marathon we are in the heart of the Keys, and you can even fly in." 4,A Monroe County Tourist Development Council 2002-2003 Marketing Plan BIn-State 1 ❑ Inter 8° DAC 3 2002-2003 Media Spending by Category ■ Television ® Resources Production 10% ■ Magazines 9% $490,578 IQ FA spaper 5% Monroe County Tourist Development Council 2002-2003 Marketing Plan ■G 111111■■0■0■0■0■G■G■0■■■■0■■0■■0■■0■■0■■0■0 0111111■■■■■O■■ MESON ■NOISE ■■■■■■■■■■■■■■■■■ B Illllln■o■moss■■ son ■oEENNE■■■■■■■■■■■■■■■ 0 1111Esommono■m■■s■E son E■■■s■n■■ns■■■onso B 1111■■■■Ems■N■■■■■■Monosson■■■s■■■s■■■o■: 0 IIIIo■■■■■os■m■o■■N■E■■■s■■■om■■■■o■■■■o B 1111Es■■■■■■■Ms■o■■■■■■■■■■■■■■msom■E■■o 6 IIIm■■■■■■■■■■■■■■■■MEN■■■NE■■■■N■■■■EE• 0 IEEE■■s■■■■■m■■■E son ■INo■■m■■■■■■■s■o a ® 9 INS IEEE■■■■■■■■■■■■■■E■N■■■■■■■■■■■■■E■■ 1■■NE■NNN■■■■■■■■■■■N■■■■N■■■■N■■■■o■ 0 1■■■E■■■■■E■■■■■■E■sE■■■em■■Mom■■[SOME■ 1■■■■■■■■E■■■■■■E■■■Eo■■N■■■E■■®■Nam■ e In 01111E SEE■■■■■■■■■E■■■■E■■■EEO■S■■■SE■■I 911111E ■■E■■■■■E■■ESN■SEE■■IQEI■N■®I■D= 0111111E = Esoon ■son ■■■■■Sn■ ■■■E■■E■ ■■ ■■mm■ 0 ®1111■= 11111E ■E■■■■■■■■■■ ■■NESN■N■■■■�■■�■E■■■ son ■■N■■■■[S■■■■■■E■NNmm■EM■E■■■■■EE 0ri1111N ■ ■■■■u■■N■■®■■■■■■moss■ ■o■■■■■■■■ ®�1 11■ moon■■m■■■■E■E■■■ NN■E■■E■■■■■■mons won ■IEons■m■■■s■■■ oil �1■:■■■■■ssommomm■■■■ 311111E ■■■■■■■■■■■■ESE■m■m■■m■ ■■N■■■■■■■■ • 0111111E ■ ■ ■EE■E■■S■■■■■■■■■■■■■■■N■■m■■■ 8111111E ENS■■■■■■■N■■■■IEEE■■■■■■E■■■■■N■■■ 9111111■ ■■■■mN■■■■■■I■■■■■■■■NNN■■■■■■m■■■■ 0111111ESE■■■m■ESEE■■■■■■■■■■■EEII■■m■■■■EIS 0111111E■■E ■■■■■■■I■■E■Im■■■N■■INN■■■■N■■N■ D�IIIIIm■■m■m■■[S■�■■■■SEE■■■■■■■■■■N■■■■■■■■ 9f 11111■■0■E■[SEI■■E■E■EE■■■■E■■■■■■E■■■■NI■I 0111111E■ ■0■■■■l■m■■■■EmmN■■m■■s■M■m■■■■■■ 0111111EN■■■mEN■■■Na■■EE■■E■■■■E■■■■■■■■■■■■ 01ON 11111■■■■■Ep■ ■[SEEM ■■■■■E■■■■■E■■■■■■■m■■ III all MIN NINE illona MENOMONEE a - � - z a - � N z 1-38 Monroe County Tourist Development Council 2002-2003 Marketing Plan ��IIIIII" - 01111110■■■■mm■■ ■■■■NONE■■ ■■■S■■■■■■ .■■■ = ■ ■ ®111111■■■E■■■■■ NOON 0 B 1111■■■■■■■■■ soon NONE ■■sl■m■■■■ ■n■■■■■■■■ _ : ■ ■ Hills■m■■■■m 0 son ■ 1111■■■■■■■n■ son soon 1111s■■moss■■ e ■E■■MN■■■■ ' ■.n■■■■■M■ son -loom ■ ■ 1■■.■■■■■0 NOON 0 e 1■■■■S■■■■ NOON- N■■■.■.NEE ■ ■ " 101111■o■■ ■■■■■■■■■■ ■■E■ 11100E0001 ■■.■■■ Olson B 9'1■.■■■■■E■ 9 1011000110 ■■E ■ ■ ■ 1■■■■■■n■■■■■m■■■m■■■ ■■■■El ■■■= 0 © 1■■..■■■■O■■■■■E■■■■■ ■S■■■■ N ■ ■ 1sn.■■■■■E■l■■ E■■■■■ moons 8 all ■■■o■■ s■■■■■■■ ■■Ens■■■ 1■■O■■■■■■■■■■ 1�.■■■■■■..■■■■■■El■■ f311 1 .....■■■■■■■n■s■■■s NOON■■■■ ■..... ■....... fill 11■■■■■■lE■■■■■ e11111■■■E■M■■■■ln■ ■NEE■■ ■■■■■■■■ e111111nns■■■■■■■N■■.o■■■■■ M■■■■■■n 0111111■■.■■■■■■■ss■nE■s■■■ ■■■■os■o 0 11111■■■■■■■■■■■■■M■n■■N■ ■■■■nM■■ • B 8��1111■■■■■■■nO■■■■■■■.■■■ � 11111■■■■■■■E■■E■■■■■E■E■ 1111■■■■■■■■■■■■nn■■■■■■ _ ■■■■N■■■ Monosson ■■EEO■m■ N■NE���� 81100110�01111■ 91110.■■■ ■os■■m■■■■■m■■■ 11.0010E 6111111■■■■ ■■■l■■■■■■n■■■■ monsoon■ M111111■om■ m■E■■■■■mm■■■■■ SOMEONE■ • 8111111■0 on ` NONSENSE ■■n0Oo■ monsoons - 9111111■■ ■ ■ ■■■■■■■■■■E■■■■ ■■■■■■■m 91111110E ■■■■■■■M■.E■■■■ ■■s■■mom 9111111�■ _. ■■■■■■■■■n■■■■■ monsoons ©111111 . ■ ■■■■■■■■■■■■■■m ■■■■■■■■ ■ :..... ..............■■.■ 1111111.. 8 11111■■ ■ ■■■■■■■■■■■■■Em ■■n■■■o■ f3 11111.E ■ - ■■■■■■■■■■■■■■m monsoons 12 Monosson monsoons 0111111■■■■■■■■■■■■n■■■■■■■ monsoons 0111111■■■■■■■■■■■■n.E■■■■■ monsoons 9111111■n■■■■■■■■■■■.■■■■■■ monsoons 0111111■■■OO■■■■■■■n■■■■■■E monsoons ©111111■■■■■■■■■■■■M.n■■■■■ Monosson 9111111■■■■■■■■■■■n..■■■■■■ monsoons 0111111■■■■■■■■■■■■■■M■■lM■ monsoons _ o a rn o N F 1159R] SPORT FISHING CAPITAL OF THE WORLD "Islamorada'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." Fishing • Historical State Parks & Recreation Areas • Diving Monroe County Tourist Development Council 2002-2003 Marketing Man DAC 4 2002-2003 Media Spending by Category 0 Magazine 4% ■ Newsp, 50% ® Resources 9% $226,728 ® National Cable 37% 1-41 Monroe County Tourist Development Council 2002-2003 Marketing Plan 0111111■■ ■■■ moss■■■■■■■■■■■■■■ ■■■■ ■ ■ ■■ion ■■■■ ■ E URINES ■■■ ■■■■■■■■■■■■■■■■■■ moon 1111■■ ■■;■■■■■■■■■■■■■■m■ns"loss.■ ■■■■9 ■■ ■■ ■■■■■■■■■■■■■■■■■■:soon f� 1111■■ 1111■■ ■ ■ ■■■■ ■ ■ ■■mmonommos■■■m■■■ ■■■■ ■■■■•. 9 8:111■■ II 1111■■ ■■ ■■s■ ■ '.■ ■os■■■■■■■n■o■■■n■ NONE"■.■■■■ ■■ ■■■■■■■■■■s■s■■MMs NONE•■ ■E■■■■■s■■ssss■■■■.■■■■ 0 f� 1■■ 1■N _■■ ■M ■ o■ ■ ■ -I ■■s■■s■■■■■■■O■■■■ moon■ ■■■■ m■■■■m■■■■■■■m■■■■ NONE ® 9 1■■ 1■■ so ■ ■■son •■ n■N■■■■■■■■■■ommoom■■ Emmons Monson .sos■■■■■N■■■■■■®■■■■M ■■■■■■ monsoon 9 INS ■ss■■■■■■■■n■■s■■■■o■■■■■■■■ Monson 0 1■s ■ ■ 1■■ m■■m■■■■■■■■■e■■■am■■■■■■■■■ 011 ■■■■■■■■n 011 ■■■■■■■■■■■■■■■o■■■N■■s■■■■■ ■■■■■■■■E 1■■ ■■■■■■■■■M■■■®■■■®■■■■M■■■M■ ■■■■■■■N■ Mil ISO 911111■■ _■■■■o■■■■■■■N■s■o■■■■■■■■■■M moss■■■■■ ® 11111111 ■■■■■■ss■■■■■■N■■■■■ms■■■■■■ ■■■■soon■ ■■■■■■■s■■■■■■■■■■■■s■■■■■■■ moss■■■on 9��1111■■ 911111■■ .■■■■■■n■■■■m■■■■sB■■■■■■■■s■ ■s■■■■■■■ . 01 11■■ =■■■N■■■■■■■■■■■■■■■■■■■■s■ ■s■■■■■n■ 81100�1■■ 91111 1■M ■■■■■■■■o■■■m■B■�■�■■■■■■■■■■ ■ ■ ■■■■■■moss ■om■o■■Nm ■■■■■■s■■■o■■ mommons■■ 0111111■■ =■M■■■■■■■■■■■■■■■■■■■ssss■■n m■■■■■ss■ ■■■■M■ s■■■■■■■■■■smsm■■ ■■n ■■■■■mmo■ 9111111■■ ° ■NM■■■■sN■■■■■■■■■■■so■■ ■■■ ■■■■■■mom I0111111■■ MEN moss■■■■■ 9111111s■ nns■■Mnos■■■■■■■■■nmmM■■ milillism ■■■■■■■■■s■■■■■■M■■■■■■■-so■ m■■■o■m■■ ©111111■■ 01111100 ■■■■ ■■■■■N�s■■■■■■■■■■■■oM■■ ■■■ ■o■■■■■s■m■■■■■ ■■■ ■■■ ■■■■■■ono monsoons■ ®11111■s �'11111■E .■■ ■■:■■■■■■E■m■■■■■■ss■s■■ ■■■■s■s■■■■■■N■■■■■m■ s■■ ■■■ ■■■■■■o■■ ■■■■■■N■■ o��III son i�■iiiiiiiiiiiiiiiiiiiiii:nommommin 11111111■■ 0111111s■ ■■■=■■s■■■M■■■■■■■s■mm■■■■■■■.■■■■■■■■■ on ■■N■ss■■■■■■N■NEms■■■■■■■ ■■■■■■■■■ - on 0111111■■ ■ ■■■■■■■N■s■■■■■■■■■■■■ Ess■■■■■■ - 0111111■■ = on on ■■■■■ ■■os■■■■■■N■■■■s■■■■■■■■■°■mm■■■■■■ ■m■■o■N■■■■■■■■■■■■ OEM■■■■■■ 9111111■■ 1011111111111 9111111■■ no Nm:■■■■■■■■■■■■■■■■■■■s■■■■■ ■■■■■■■■■■ss■■■■■■■■■■■■■ - sons■■■■■ ■■■■ommo■ 0111111■■ ■■-■■■■■■■s■■■■■■■■■■■■■■■■■loonsommon 9111111■■ 111111■■ ■8■■■s■■■■■■■■NssM■■N■■■M■■sommo■■ ■■ o■ ns■0■�■n■■■■■N■■mom■■N■■■moss■■■■■ ■ ■ ■i■■■■ssNm■s ■ ■■■■■■s■■■■■■■sss■■■■■■■■■■■ 9111111m■ . ■■ ■■■■ _ Z o w a a w � a z = U 2 F N Z N 2 • W yF-j 1-42 K[Y ARGO SM �tQl/ dOpTI2 LOI29E2 UZ Ji1E �LO��fl/1 "There's something magical about Key Largo. The mere mention of it conjures up romantic images of Bogey & Bacall, and makes you want to come down and create some memories of your own." Evergiades . Diving • Museums *Fishing • Underwater Stare Park Monroe County Tourist Development Council 2002-2003 Marketing Piak ■ In Sta ® Futi DAC 5 2002-2003 Media Spending by Category ■ Production 5% ■ Resources 11% $620,630 144 ® NpwSpaper B% Monroe County Tourist Development Council 2002-2003 Marketing Plan Mill 111m■■■E■■■■■ son ■■■■■■■ ONE ■■■■■■■■■■■■■■■■• 0 IIIIo■■■S■■■s■MEN ■■■■■■■■■■■■■■■■■■■■■■■■■■ B 1111■■■■S■■■■■■■■S■ son ■SEEN ■■■■■■■■■■■■■■■■ M 11111!■■■■■■■■■■■■■■Mono■■■■■loss■■■■■■■■■■■: 6 IIII SEEN ■o■■■■■■■OS monsoons OMEN ■OM■■MO■s■■■ 9 ill NONE ■S■■■■E■■■■m■ssom■■■n■o■sE■■■s■■■■■ MEN ■■■■nE■■M■■S■oE■■■■n■■■son■■■■■N 1■■■ 0 1■som■■■■■■■■mM■■■■■■■■■■12nomm■s■■mo■■o soon ■■■■s■■■E�■smE■■■■o■s■m8■. ® B ' 1■■omm■m■o■s IM■■■■■■■■■■■■■MMM■■■■�■■■■E:3■■■9■■■■QUE a 0 losson■■■■■■■■■M■■MM■e■■M■M■■■e■■M■MM■M■- looms■■■■■■■osM■■■■■■■■■■■■E■■■O■o■■■SO■■ 1■■■■S■■■■■M■■■■■M■M■■■■■■■onson Iall U■■■■@■■ mil 1■■Es■ss■■■■■■M■■M■■■■0■sl■■■■■DS■■■0M■■■ milli l■■■■■■■■■■■■■■■■■■■■■■■■®MME3■■■■■El■■■■■■ Will 0111111■. HE monsommsEino SOMEONE monsoon ■■■9E■■MO■■■■■■■s■■E■■■■■■■■M■ 011111E ■■ME■■■■■M■■■■■■■■■■■�■■®■■®■■■ ■■■■ ®fills . e■■■f3 ■■■■■■■■■■■■■k�■■l3■■e■ ■e■■6■■ WOMEN ■■■■■■■■■■■■■O■som■■■■■■■■■m■■■■■■■■■■ 8�1111■ a E3�1�I11■ 11111E SOME■■■■R■■■■■■®■ ■■ ■■ on ■■ on ■■ on ■■■■M■■ ...■.....■0■mO■■■■�■n ■■M■■■■ 1■ ■■E3■■■■ ■ ■■■■S■■■■O■O■■■■■■■■O■■■■■■ 811 E3■■O■■■O■■M■■O■■■■■■■■■■■■■■■■■■■■■E■ 6111111E : ©111111■ ■■■■ ■■■■■■E ■■■M■■■■■■■S■M■■■■■■■■■■■ • - 9111111E 6111111E E■E7■M■■■■■■■ ■E3M■O■■■■■■■■■sO■■■■■■■■■ ■■S■■■■■■■O■�■ ■■■■■O■■O■■■■■E■■■S■■O■ t3111111M■0■ES■O■S■■M ■�■■■■■■■■■■■■■■■■■■■■■■■ ®111111■■�■�■S■S■■■■■■■S■ ■■s■■■■■M■■■■■■■■■■M■ 0IMM11■■■■MM ■■■■■�■■■■■■■■■■■■■■■■■■■■Oo■■■■■ i - - z 1-45 Monroe County Tourist Development Council 2002-2003 Marketing Plan - 0111111�■■■■■■■■ a111111 ...............■■nsoon ■■■ : ■■■■ ■■■■ soon .. ■ ■ ■ ■ ■■s■■■■■ ■■■ ■■■moss■■ = ■■■■.■o■■■m■■■ 9 1111■s■■■■■■o lllln■■m■■■■■ ONE ONE ■■■ ■■■ NONE ■■■■om■■n .■; ■: ■ NONE .■■ 0 9 111110■■■■■n■ Illlm■■■■■E■m.■■■-■■■.MEMO: ■■■ ■I■■ ..■■ INS ■:■■■■MONEE ■■■■■■..■. ■ ■ ■ ■ a illimm■■■o■■m loss■■■■■■ ■■■"■I■ ■■■ ■ ■ ■ ■ l■■ soon soon soon soon ■o■somson ■■■■■■son ■■■ ■■■ soon soon soon looms son 0 © loss■■■■■■ Imo■■m■■■■ Im■■s■■mo■ ■ m ■ ■■n ■■■ soon Igloo■■■■-"■_ son ■■■ ■I■■ ■■■E.m■E■■■■■■■■■■mm a 0 0 ■■■■■■m■n ■■mm■■■■■■■■m■■■■■■■■■■■■ 1■■■■■n■■m ImE■■■■■■■s SIMMONS ■Emmons ■■■■■■■■m■■■■■■ f� a all Imil 1 mom ■o■■o■I ■M■■■■■ ■E■■O■■■■■■■■■m■■ 1■■lon lo■mon ■■■ son ■■m■■■■ mono■■■ ■■■Os■■ ■■■N■■■■■■O■■■■OE■■■■■■■■ ■■S■■■■o■s■■■■s■■ 01111■■■o■ Ion on ■■■■m■■ ■■■■mom I■■■■■■■■■N■■m■■■ 811111■■EI■ O■■.■■SEN■■ ■■■ImO■■O■■■■■■■■■■■■■■■■ ellllll■■m■■ ■■■ ■■m■■■■ ■■mmN■O ■■■I■■■■m■■■m■■■■ f3111111■mM■■ ■m■ mom■■■■ ■m■■■■■ ■■■■■■■m■m■■I■m■m 1111■■■ �llll■■■ ■■■E■ I■■■N MOOR■ ■o■■■■■ " SOMEONE ■I■■■No M a 0-11111■I■ m■■■■■■■■mm■■■■■■m■o■■■■■ mo■■■■■■s■o■■■s■■■■■■■■■■ ■■■■■■■ENgN■■■s■■■■■■■■■■ ® moons ■I■■■■■ ■■■■■m■■■■■■■■s■■■■O■■■■N ®11001■m■■■■■■m UNION ■m■■■■■ ■■■■■■■m■■■■■■I■■■■l■l■■■ 3111191■■■■■■■■■�Ammmmmm■■■■■■■■■ Milllll■■■SS■E■Im■■■■■■ I■■■■■■O■■■■■■■■■■■■■■■■■ 0111111■■■ 9111111■■■ ■■minions . ■■■■m■■■■■■ ■■■■ I■■m■m■■■■■■■■■■■■■■■■■■E ■■■■■m■Nm■■■Sm■■■■■■■■■■■ • 9111111■■■ ■o■■mo■m■■■ ■■■■■■■■■■mmmm■■s■■■O■■■■ M111111■■■ ONE ■monsoon ■■mElm■■■■■■mm■■mm■■■■■■■ m■■so■■11111■■s■mm■■■ m■■so■■11111■■■■mm■■■ 111111MRSOMMEMS monsoon ■■I■■■■■■■■■m■■■■m■m■■m■■ M 11�m�� ��� ` 0�����0 sonsommossomm■n�mossommon 9111111■■■M■ 0111111■■■■■.s■■ O■■ m■■■■s■:■■■■■■mM■■■■I■m■mm■■■■■■■ SOMEONE s■■■■sso■■■■mo■■o■■moo■■■ . F3111111mm■■g ■■■■Em■■■■■■■gm■m■■■m■■■■ � Elm ■■■■■m M1111IN01 9111111Ion 9111111■■■ loon.mosson ■E■ ■■■ ■■■■■■oo■■■■■mE■Olm■■■■■■ - .. . ■■■■■■ E■■■■■.■■■■■■■■■■■■■■■■■■■■■■■■■ ■■■■■■■■■■■■■■■■■■■■■■■■■ - 011111101E ■O■ ■■■■I■ ■■l■mImo■■Nmm■m■mm■mmm■m■ Olillll■■■■■■■ ■■■■moss■■■■■■■■■■■■ss■■■s■s■■sss■ - ®llllll■■■■■■■ allllll■■o■■■■'■m■■■■■■■■■■■■■■■■I■■■■■■■■■■■■■■■ ■■■■MINE■■■I■■■■■■■■■■■■■■■■■■■■■■ 0111111■■s■■■■ ■■■O■■■■■■■■■■■■■O■■■■■■■■■■■■■■■■' so■s■■mo■■o■■■■■■■■■■■■■■■mg■■■■■■ �111111■.....■ ID D I Oil lIll!IIIIIIIIIIIIIIIIII . _ _ U Q O m - Q o p 1-46 1, V I N , 0.4 -0 IF U L T -U R A F I,S: H f NG Monroe County Tourist Development Council 2002-2003 Marketing Flan UMBRELLAS Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing markets. 2002 - 2003 Umbrella Spending Cultural/Historical! Diving $180,000 $200,000 30% 37% Fishing $210,800 36% 1-48 Monroe County Tourist Development Council 2002-2003 Marketing Plan ®■mE■■■■■■■■■■■■■■■■■■loss ■■.■■■■■■■■■■■■=in - ■■■■■■■■■■■■■E■■■■■■■■■■■ ■■■l■■■■■■■■.._., a ■n■e■m■■■■■m■■■■■■■■■E■■■ ■■■■■■non■■■ ■■■■■moss■■■ Nils■■■■■■■■a. moss■■■■■■■■■■ ■■■■■■■■■■ s■■■■■■■■■ ■o■■■S■■■■■■■■ ■■ moss■■■■■■■ ■me■■Em■■■.■E■■■■l■■■■■ ■■o■■■■■nE■■..■n■■■■E■ ■ ■:mosson■E■■■■ ■s■■■■l■ ■ ■ ons■■■mm■■s ■■■■■■Ems■■■ moss■■■■■■■ E■■■■■■■■■■■ ■■■■■■■■ ■■■■■■■n ■ E ■ ■ o■■m■E■■■■■E■ ■ ■ ■■■m■■■■■■■ �■■■■■■■ ■■■■m■■■■m■■■■ 0 o■■■■■■s■om ■■■■■■e ■■■■■■■■■■■■■■■■■ loss ■■■■■■Nonni ■■m ■■■ s■m■■■s■■■■■n■■■■ ■■■■■■m■■■■mm■■■■ a mo■■■■n■■■■■N■m I0 all ■■■■■■■■s■■nsom ■■N. MO■■■■■■■■o■m■■■o ■E■■■■■■m■■■■■m■■■ mms N■■■■m■■■■■■■■■ ■■■ - ■ 0■■ ■■ Em■■■■ m ■■n NONE ■■m■■■ mm■■■■■■■■■■n aE■■■ ®■■■N■■■ ■■m■■■_m:■lI mom an ■■'■■■■om■■n■■■■■■■■ n■■m■n■■■■ mo■som■■s■m■n ■■N■■N is ■ �■■ 01001111N-■■■■■■ l ■Es■mE■■E■■E■■■■■:■E■■■s 0 ■logo■ e■■■e ■ ■■■ ■■e■■E■■E■ e■■E■■ ■■SEEN B a .e a ■■l ■■■ ■■■■r ■■mom m■■■■E■■■N lesson so on so NON m■■■■m■■■■e■■■■■■.■E■■■■ NI ® :"::::: I I :::::::::::::::::::::soon ®■N00�I eN ■■moll.■ .■..■■■■■■■■■■■■■■■■ Emmons B■■■■ ■■■■e■■■,E■m ■■■■■■■■m■■■■■■■■:■■S■■■ 9■■■■o■l-■■mm■s■o mom o■■■■■lElm■■■NEE■ ■■■Eon monsoons ■■mm■■■o ■■N ■s■■■■■sso■■■ns■■ son on ®■■NEE■■ ■■■■soon on son on a■■■s■ll ■■■•sons ■■e.o■■■■■■■■o■m■■■om ■mono■ Monson e■■■■■■E ■■■•l■■■ E■m ■■■em■■■■■■■■■■o■ o■■■■■■E E■ ■meE mil ■■■■E■■■■■■E■■■■■ EE■■■E ® ■■■■■■■■■■■■■E■■■■■ -■■■■■■M■■■■■■■■■ monsoon EMISSION ■■mons 0 ■■■■■■■■■■■■■■■■■■e ■■N■■N 0 ■■ E■■■■■■■ ■■■■■■■■E■■■■■■E■E■EEm■■E■■■ D 111I11 ■SOMEONE .■■■■■■■■■■■ElE■■■■■■■■■loons 9■■■m■om ■■■■■son°■■■■moon■l■■■■■Em■■■■■E■E■■ 0■■■■EEN-■■■Olson ■■■■■■■■■■■■■■■■NEE■■m■■■■■n 0■■■■oll`m■■■■■om ■■■■■■■■■■E■■■■■■■sE■■■■■NEE Monosson loll■■ ■■■■m■■■■■■■■Em■■■■■NEE■■■n■■■ 9■■■■■■N n■■■■■:■■■■■■E■■■■■■■E■■■■■■o■■■■■■■■ a■■■■■■N gnomon mo■■■mm■■■■■■■■mmm■■m■■■■EE■■■ o■■■■■■s ■■mono ■E■■■■■■■■■■■o■■■■E■■■■■■■E■■■ mos■■■■■■■■■■e 9■s■■■■■■■■■■■' _■■■■■■■■■■■■■■■■l■■■■■■■o■s■■■ ■■■■■■m■■■■■■■Elm■■■■■■■nEE■■■ - - 0■■■o■■o■■■■■■ soon s■■■g■.so■■■■■■■e■■.Emmons - - 18Se0selllll111111111111111 Ililllllllll � IIIIII o. w Q p U O _ W U 1-49 0 IN NONE ■ ■■■ ■■ ■■■IN■ soon OMEN B 1■■tin■■■■ ■■o■aN■■E ■■■_■■NON■■ 0 1■go■m■■s ■■N m.N■■■■■ ■■s■l'mN■■ 0 I■N■■■■■ moss■■■■■.■■_Noon NONE III ■■N■■ ■■■■■moss■■E Noon soon 0 I■V ollIN NOON ■■■■■■gM■m.■.■■m■■ 9 Inge■.■■■.■■■■■mN■■m..■■■■■■=NONE 011 I■■-■.■m■ ■■■■■■N■■■■■■■■■■N NOON MIN 1■NfO■■■■ N■■■Nmg■■■■■■N■■■■ ENDS I91111 DIM■■■■■■■■loommommonnom Ingo■■■.■moss■■■■■■■■ moss■■■■■■■■ ; moons loss ■■■m■ a n■■■ ®IIIIIINg■■■■■n■o■■■■■■■■s■ NOON■ NOON i0111111N■mm■nNN moons loss 0 11111■■ NOON■ ■o■■■■■o■s■m NOON■ NONE m■■■■■g■■m■n 8 0111101KN■■■I ■■N■■:NMNN B4� 1111.E .■■mm ■■■■■■g■■m■n : ■sS■■ a.N■m DB11111.1 moons ■■■■■■g■■■■s Mom■■ mm■■ ® 111.E ................. NINON loss ®11001■■■■■■■.■N■■■■■N.■■■ :....■ moss 0111111■N■■■■mE■om■■■■g■■s■ ■SOON=■N■■ �111111■N■n■■■E■S■■■■■■.■N■ ■EN■■ Noon 8111111111 so ■N ■.■■■■■■■E■■■■■N■■ > NOON 3111111111 so on ■.■■■■g■ no■m■■s■■ ■■■■ 9111111■g on no ■n■o■■gs o■m■■■■■■ LL ■m■■ 0111111■1 -.N■ on . ■n■■■■g. so■■■■s■n Room ©IIIIII■■ a ■■ on Monosson moss■■■.■ ■■■N D 11111■N ■■ ■■ ■■■o■■Nn moss■■■■■ , � ■■m■ 911111■N ■N IN moss■■■■ ■■■N■■■m■ NOON 0 11111■g on ■■ ■■■■■■g■ , ■■■■■■■■■ NOON moons o�I��iiiiii nmsmi nommommonlmono 9111111ng■■n on MONSOON ■■■■■■■■E�Noon milllll■N■on on ■o■■■oN ■■■■■■■■■ o l■■s 0111111■■■on on ' MONSOON ■■■■■sons NINE OIIIIIIN■ moons ...■■■■■ ■■■■■m■■■ NOON 0111111■1 moons ■■s■■■■nEl■■■■E■■■ E ■■■N e111111■g a NOON■ ■■■■■■g■■.■■■■■N■■ o N..■ _ 0111111■■ ■n■■■ N■■■■.g■■.nn.■■E■■ soon DIIIIII■■■■m■■m■■.■I■■■■■■■n■■■■■■ soon 8111111E■■■■■■.■..■■■■■.■s■■■■s■■■allo■n BIIlillog■o■■■■■■■■■■■■■..N■■■m■■■°loss 9111111■g■■■■■■■■■■■■■g■■■s■■■■■■■0 loss 0111111Sg■m■■N.N■■■■■n■■.■■■■■n■■■ mono o- Monroe County Tourist Development Council 2002-2003 Marketing Plan ■©111111■■■■moms.■■■so..©■■©■■.■6■■■■I■I■I■ E11111110■■■■■■ 011llllo■■■o■s moss■.■■■■■.■... mo■■■■mo■■■■■■■. ■■■III. ■■■ = I I I - f3 9 llllo■■n■no llllo■■■■n■ . s■■■■■■os■■■■ons ■■■ I.1 1: ■■■■■■■■■■■■.■■■ ■■n 0 e 1111■n.■■■■ 11 I I I . : ■■mom■■■■on■s■■■ ■■. IN Ions■■■.. soon ■.■■■■ms■■■■■.nm ■■■ son . . I o. I . I Q Ion■■■■■ III moss■ ls■m■■■■on.■■■ moons Olson ` ■■■■■■sons ■■■■■■sons B a loom■■■■ Imo■m■■■ ONE m■■sl■I■I. 1■1■1 0 ling■■■■■■■■o■ ■■■■■■m■■■■mmo■1■I■I. Oil o■■■m■■■■■■■■ l■.■■■■■O.m.l■I■I■ I■■ Doom■■■so■■■I■I■I■ 1111 111 ■■■so■mo■■■■■ .■■■.ls■■■■■■■■■ ms■■O...sl■I■I■ fill 1 1■0 ■o■■■■om■■m■o■■■ . o■■■n■■■■I■Isl■ Milli 1■■ ®111111■0 s■mm■■■■minlsls 0■■■■■■■■■m■■■■■ Il, 11111■0 o■■..■■■■■ ■■ ■■■■■.m■■■■■Isl■I■ ® 1111■■ 1 ■n■■■m■■■■ ■■ ■■■s■■■■■■■■I■I■I■ MEN moss■■.■on ` on ■■■■o■■■■■o■I■In1■ 9 0�11111■■ mo■■■■■■n■ on ■■s■■m■■■■■oisl■I■ 0 1 11■■ o■■■■■■s■■ ■■ ■o■■■■■■■m■■1■I■I■ oil 3111191■■ 1■■ ■.■■..■■■■■■.■■■ ■■■■■■■■ol■Imin n■■■■■■■■■■■■■.o ■■■■■■■.■I■I■I■ 0111111■■ o■■■■■■■■■■s■.■■ . ■■n■.■m■■1■1■1■ 13IIIIII■■ ■■■■m■■■m■■■■■s■ ■■■■■■s■glol■I■ IMMUNE 9111111■■ ■■■so■som■■■■lonsommommonsininin on■■■■■s■■mon■■m■■s■■■■■■imilim OIIIIII■■ 1 ■■■■■■■■■■■■■■■■■om■omm■s1■l131111I1■■ o■s■■■■■■■■■n■■■■oss■■■■■1■1■I■ MI Ili■ ■■■■■■■■.■ ■■.■s■■■■.■.■■■I.I■I■ 0111111111 ■o■11111■■ on■■■■■s■■ ■■■■■■ss■■■■■■■I■I■I■ - E3�����1■■■■■■■■■■.■soon fl 1■■■.■■ss■■■■■■■■mO■ .m■ ■os■■mm■■isiol■ ■■■■■■■■■Ill■I■ 0111111■■s.■s■■.■■■■s■■■.n ` ■■■■■■■o■I■I■I■ - f3111111■■s■m■■.sm■■m■■■■■■ s■■m■■s■■1■1■Im Mlllllloo■■■■■■■■■■...l■■■.o■�■■■o■I■1■I■ a 0 _ _ o U 2 Q U G O Z 2 LL 1-51 Monroe County Tourist Development Council 2002-2003 Marketing Plan Measurability a) Internet click-throughs will be monitored and tracked monthly with placement of advertising. (Recommend BPA 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. 1-52 Monroe County Tourist Development Council 2002-2003 Marketing Plan J. SALES Introduction The sales team is comprised of individuals who work primarily in the field, within identified existing markets and potential growth markets. The sales staff interfaces, one on one with the travel trade, which includes travel agents, tour operators, incentive planners, meeting planners and receptive operators. The staff also works with state and regional tourist bureaus, CVB's and ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys & Key West as a destination. Though the sales team effort acts in concert with the efforts of advertising, public relations, and research, the sales effort is specialized and uses methods unique to the field of sales. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2002- 2003. Objectives 1. To create and maintain a strong level of excitement, product knowledge and demand for the destination among travel trade professionals and consumers. 2. To insure that these travel trade professionals act as an extended sales and marketing arm by promoting the Florida Keys and favorably influencing consumer destination choices. 3. To provide the trade and the lodging industry assistance and professional support utilizing all tools, personal skills, venues and methods available to us in an effort to achieve profitable end results for the destination. 4. To facilitate and liaise booking activity between the lodging/attractions industry and the travel trade buyers of product. 5. To interact with sales and marketing personnel throughout the Keys within the local lodging/attractions industry and participate in idea exchange, seek feedback regarding market activity and garner industry support in selling the destination. 6. To maintain a strong alliance and act in concert with, our industry partners to project a unified sales force image among the travel trade and allow for cross selling and/or referrals within Monroe County. 7. To research, target and implement sales and promotional activity in secondary emerging markets both domestically and internationally. J-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan 8. To educate and update travel trade on current events within our destination. 9. To educate established international travel trade of niche market 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, the Carolinas, Texas, France, Italy, Norway, Ireland and the Benelux countries. 3. Increase participation in co-op opportunities with Visit Florida. 4. Develop a Florida Keys certified destination specialist program for travel agents. 5. Increase direct training and sales efforts to travel trade both domestically and internationally. 6. Update current travel agent video. 7. Increase international gay and lesbian travel sales promotions. 8. Develop three sales missions: two domestic and one international focusing on emerging markets. 9. Increase sales promotion activity focusing on niche travel within established international markets. 10. Develop promotional CD for travel trade industry. J-2 Monroe County Tourist Development Council 2002-2003 Marketing Plan Staff Responsibilities Director of Sales Department administration. Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e. dive, fishing, and gay travel. 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. Sales Manager 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. Sales Manager Meetings & Conventions market. Works with corporate, national and state association planners and incentive planners to generate group business for the Keys. Provides additional assistance with retail travel agents and consumer events. Handles DEMA in conjunction with dive umbrella. Sales Manager 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. Sales Manager (Part time). Responsible for implementing sales plan activity in gay market. Participates in trade and consumer oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Sales Manager (Part time) Responsible for planning, coordinating and staffing a destination booth at fishing expos as outlined by the fishing umbrella. Cellet Travel Maintains Florida Keys dedicated phone line for United Kingdom, Scotland, Services, Ltd. 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 PR. J-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan Cellet Travel Maintains Florida Keys dedicated phone line for Germany, Austria, Services, Ltd. Switzerland. Participates in tradeshows, and provides support for ...continued trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in Frankfurt. Assists in sales missions and initiates sales calls with the assistance of a German sub -agency called Get It Across Marketing. Also liaises with McCluskey & Associates PR Sales Assistant Provides administrative support for all sales staff. The sales staff is responsible for planning, organizing, and executing sales activities as they relate to trade shows, sales missions, presentations, fam trips, sales calls and coordinating and encouraging industry participation. The sales staff provides on going customer support through telemarketing, trade fulfillment, sales calls, site visits, presentations, 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 Or. booth), counter top (approx. 3 feet counter space only), or table top (6 foot table). In some cases, the booth would be customized to accommodate the size of our Keys delegation. Trade shows provide a gathering of travel brokers/press who take the opportunity to meet with exhibitors (known as suppliers) and gather pertinent information with regards to destinations, accommodations, attractions, airlines, rental cars, cruise ships, or any travel industry product. They provide a very effective means of making contact with a significant number of interested buyers within a few days time or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. 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. J-4 Monroe County Tourist Development Council 2002-2003 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 breakfast/lunch/reception/dinner training seminars and product presentations to the trade. Typically, this format is by invitation only to pre -qualified agents or meeting planners. A hosted reception is often appropriate and provides a casual atmosphere in which to network, but with the clear objective being product exposure. Missions are commonly organized by Visit Florida and open to statewide participation. Many times, we organize 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 an 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 TDC, resulting in no significant costs to the fam participants. Fams are most always a very positive experience. The downside is dependency on fair weather, securing lodging during peak occupancy periods and fams are usually short 1 - 3 nights. The participants cannot see or experience all there is. Fam opportunities arise frequently throughout the year. J-5 Monroe County Tourist Development Council 2002-2003 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 via e-mail with the post trip report or via fax. Timely processing and distribution of leads is a critical component. The leads may vary in quality, but each lead is distributed as a result of a direct request from a travel professional. Sometimes this includes consumers as well. PEI Monroe County Tourist Development Council 2002-2003 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 customized fly/drive travel segment, and a reduction in the all-inclusive packages and coach tours. We are also seeing that in some well - established international markets, the traveler is taking their travel professional's advice on places to stay, booking just the air portion of their long -haul trip with their agent and then driving down the Keys without an advance reservation. The international marketplace had been in a midst of change throughout 2000 and 2001. We saw a decline from the German market (due to economic factors), a market shift in the UK (less requests for Central Florida and more interest in "natural" regions), and an increase in inquiries from the Norwegians, French and Dutch. The events of September 11t' pushed this gradual shift into over -drive, and both suppliers and buyers were caught with large amounts of inventory and not enough consumers. This tragic event, coupled with the inauguration of a new "Euro" currency just 3 'h months later, forced many tour operators to re-evaluate their business models in order to stay competitive. After attending World Travel Market and to some extent, ITB, we saw a positive trend for the Florida Keys: the tour operators were scaling back other Florida destinations' exposure in their catalogues and were looking to replace it with more Keys inventory. The operators must promote the areas that will give them the most revenue, as they cannot afford to "explore" un-proven markets. We were also hearing that long -haul travel is expected to return to 2000 levels during this next fiscal year. Euro Impact on long -haul travel: The introduction of the Euro as the new currency in Europe started on January 11, 2002. All former National Currencies will disappear by June 2002. For example, the current exchange rate is 0.91 USD for 1 EURO. Countries with Euro: Austria, Belgium, Germany, Greece, Finland, France, Ireland, Italy, Luxembourg, the Netherlands, Portugal and Spain. EU without Euro: Great Britain, Denmark, Sweden. Non EU: Switzerland, Norway, Liechtenstein, Iceland. Future EU: Poland, Czech Republic, Hungary, Slovenia (2008) 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. NSA Monroe County Tourist Development Council 2002-2003 Marketing Plan Profiles Resources used in the information provided below includes Visit Florida Research Department, the Travel Industry Association of America, the U.S. Consulate Service and the U.S Embassy 1. EUROPE BELGIUM International Traveler Profile • U.S. is the top long -haul destination • California, New York and Florida are the favored areas to visit • Average length of stay is 13 nights, with an average expenditure of $184 per person, per day • Average age is 19-40 • Belgians seek a sun vacation each summer • The fly/drive sector represents 50% of entire Belgian market Travel Preferences and Trends: • The potential Belgian traveler will research about a possible destination in the US before making their travel plans • Belgian incomes allow for a high level of disposable income to be spent on long -haul travel Economic Considerations and Political Trends: • Belgium economy very strong, and is one of the most profitable countries in Europe • Travel and tourism from Belgium is expected to recover fully and surpass previous numbers by the year 2004 FRANCE International Traveler Profile: • US remains top choice among long haul destinations • 70% of visitors choose fly/drive vacations, as they are individualized • 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 12-16 days in Florida market • Vacations usually taken between June 30 and September 15 • Trend is toward more "natural destinations and exploration vs. theme parks" • The French are attracted to the sea, beaches, sun which explains Florida's popularity • The French are also very fond of culture, history and food • New York, Florida, and California remain the preferred destinations • The French customer is generally a repeat visitor J-8 Monroe County Tourist Development Council 2002-2003 Marketing Plan Travel Preferences & Trends: • Daily, 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 • 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 political system and exchange rate provides favorable conditions for increased growth in the French market. J-9 Monroe County Tourist Development Council 2002-2003 Marketing Plan GERMANY, AUSTRIA AND SWITZERLAND International Traveler Profile: • The U.S. remains the #1 long -haul destination for German market travelers • Average length of stay is 14 days • Tour operators breakdown in Florida show 30% business in winter, 70% summer • Increased interest in self -catered accommodations, especially for families • Reasons for traveling: weather, climate, beaches, nature, wildlife • Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba diving Travel Preferences and Trends: • In November 2001, there were 14% fewer seats compared to November 2000; Load factors are running at 75% • Tendency to book last minute long haul travel continues (1-3 months) • Internet bookings not effecting tour operator business. Represent less than 5% of all travel business. • Motor coach business not doing well. Most tour operators report an increase in fly/drive bookings and FIT bookings 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 which has stimulated demand • Economic growth is estimated to be flat this year. Inflation did increase with introduction of Euro • The greatest potential for growth could be expected from the fly/drive sector consisting of young couples without children or young seniors (early 50's) traveling through Florida 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 14 days • Traveler relies heavily on printed guidebooks, travel professionals advice on destinations • Many Irish visitors will be visiting Friends and Relatives, especially on the East Coast 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 • Historically, the US is a very traditional market for the Irish J-10 Monroe County Tourist Development Council 2002-2003 Marketing Plan Economic Considerations: • Booming economy has resulted in increased disposable incomes enabling more people to travel to long -haul destinations • Industry experts anticipate between a 7 & 8 percent increase in Irish passenger travel to the US within the next year • Since long -haul travel is quite new to most Irish passengers, the tour operators and travel trade play a key role in recommending our destination to their clients • Ireland entered into the Euro on Jan 1' and have not experienced the problems that the Continental Europeans have • Adapted well to change in currency, second major change in the Irish currency in the past 60 years • Largest producer of computer software in the world -this gives an educated, sophisticated workforce, with a good amount of disposable income. 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. • 93% of visitors are adults only • Average household income (comparative to USD) is $76,800 • Average length of stay is 8 nights for Florida market • Prefers destinations that offer history, culture and nature • Italians always rank among the top five spenders of the international traveler • 80% of Italian tourists are FITs, preferring fly/drive custom tailored vacations • Peak season for Italian travel: July through mid -September, with over 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 • Italian tourists tend to make their travel arrangements late (54% of packages were sold between 15 and 30 days before departure). J-11 Monroe County Tourist Development Council 2002-2003 Marketing Plan 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/Euro against the USD has affected Italian travel to the US. This trend is expected to reverse as the US. expects to see growth in the Italian travel market in 2003/2004. • Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month shelf life for their British and German competitors. THE 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 the second largest port of entry into the US for the Dutch • Prefers fly/drive vacations • The Dutch traveler is usually a young couple with out children • 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. • Dutch travelers seeking "new" experiences, i.e. diving, dolphin encounters, etc. • Florida destinations must maintain its competitive edge to attract repeat visits • Prefer mid priced hotels vs. luxury accommodations • The senior segment is the fastest growing travel sector coming out of the Netherlands 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 visitors J-12 Monroe County Tourist Development Council 2002-2003 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 • Will research destinations on-line, but consult travel trade for actual booking Travel Preferences and Trends: • The U.S. continues to be the preferred long -haul destination • Norwegians prefer "sun and coastal' destinations to escape harsh climate • Interested in "action and adventure" travel (scuba diving, deep-sea fishing) • Over 63% of all travel to the US is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler • Most travel occurs during the summer months (mid -June -September) with a peak in July 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 • The introduction of a fifth vacation week may stimulate long -haul travel • Major connecting hubs from Norway to the U.S. are London, Frankfurt and Paris • Lack of direct service to Miami/Orlando may negatively impact travel to the Keys J-13 Monroe County Tourist Development Council 2002-2003 Marketing Plan UNITED KINGDOM International Traveler Profile: • Florida captures 35% of the market share for all UK visitors to the US • Top three visited states were Florida, New York, California • Florida profile is one of young families on fly/drive holidays. Since 9/11 the couples market stayed strong while the family market has been very slow • Stays for 10 nights • Families will stay in hotels, Private and/or rented homes. Couples will stay in small inns, bed and breakfast type accommodations • Sun and beach trips continue to be the most favored holiday, but the seasoned traveler is seeking more action and adventure Travel Preferences & Trends: • Up to 75% will use a travel agent • 54% will use a tour operator • 26% will book via the internet • Variety of products and services, familiar lifestyle and language are all important booking factors • Current booking trend is still a late booking market, although some tour operators are now beginning to take some future bookings for busy periods • The UK traveler is very resilient and will continue to travel to the US, even after 9/11 • The UK traveler continues to search for new areas to visit. Niche markets continue to grow which gives some new opportunities for the Keys (i.e. diving, sailing, gay market, weddings and honeymoons) Economic Considerations and Political Trends: • In the recent budget forecast the Chancellor stated that the economy was expected to grow b between 2% and 2.5% this year • The UK has been fortunate in that the worldwide economic slowdown has hit the UK economy less severely than most other countries • Competition amongst other destinations within the US. will cause Florida holiday centers to re - market their product J-15 Monroe County Tourist Development Council 2002-2003 Marketing Plan III. NORTH AMERICA CANADA International Traveler Profile: • Florida remains the #1 destination of choice • Average age is 53 years old • Prefer sun and beach destinations • Average length of stay is 17 nights Travel Preferences & Trends: • Florida, California, and Arizona rank as top non -border state destinations • 63% prefer to fly, 31.1 % drive to their destination of choice • Of Canadian visitors, 86% came from Ontario and/or Quebec provinces • 70.4% traveled without children • 43% traveled between January and March • 29.7% stay in hotel/18.1 % stay in combination of hotel/condo/villa during their visit • The Canadian traveler seeks "value for price paid" when selecting accommodations Economic Considerations: • The Canadian dollar remains relatively weak to the US Dollar, however with hotels offering more incentives and value adds, this may stimulate Canadian travel. J-17 Monroe County Tourist Development Council 2002-2003 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 $100K 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: • US. represents good value for the dollar • 88% of Brazilian travelers to FL are repeat visitors • Favorite past times are shopping, gambling and theme parks Economic Considerations: • Brazilian economy remains stable and is growing • The local currency (the "real'), is strengthening against the USD • Local outbound industry has been aggressively promoting travel to the US. • In the past, operators invested heavily in quality color brochures; now the brochures have been downgraded into mostly two color flyers. • Payment for travel is usually in four installments by pre -written interest free checks CHILE International Traveler Profile: • Florida is the number one preferred destination in the States, followed by New York • Miami is 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 to the US. J-19 Monroe County Tourist Development Council 2002-2003 Marketing Plan DOMESTIC MARKET OVERVIEW Our traditional "feeder' markets continue to be the Northeast the Mid -west in the winter months, and the Southeast (including Florida) in the shoulder and summer season. We will continue to promote to these geographical locations. We are noticing that more and more visitors are coming to us from Texas and California. The Texas market is good for us in that this travel market has excellent lift from either Houston or Dallas. Both American Airlines and Continental have hubs in these two cities. Californians are tired of the Hawaii/Mexico circuit and are seeking a "new" experience. For the same flight time, you can either visit parts of Hawaii or travel to Florida. American has excellent non-stop lift from the west coast directly into Miami with hubs in San Diego, Los Angeles, Orange County and Oakland/San Francisco area. In a dramatic move to cut operational expenses in a post 9/11 world, several airlines and rental car agencies cut travel agents commission to zero. Although this zero -based commission system may force some of the smaller agencies out of business, it does not threaten the entire travel agent community, which remains a viable sales outlet in promoting our destination. During the past year we have seen an increase in the number of visitors to the Keys who used a travel agent (32%), and a significant increase in the number of respondents who stated that a travel agent recommended the Florida Keys and Key West. (17.7%)** [Source: Visitor Profile Survey, 3/01p- 2/02, TDC Market Research Department]. The successful agencies are forming umbrella organizations, otherwise known as networks or consortiums. Under these "umbrella groups", smaller agencies funnel their business through a central office while gaining buying power, increasing supplier revenues and decreasing individual location overhead costs. Members of this network are either staffed with specialists in a particular destination, or individual offices may focus on certain "niche" travel markets or geographical areas. These specialists are the experts on a particular destination, and are the "go to" person amongst consortium members. In the past, agencies have found success by operating as cruise specialists and now travel agents are looking to do more business with cruise lines, all-inclusive resort destinations and loyal hotel properties for their commissions. Travel agents will be looking to recommend those destinations or lodging properties that will be willing to pay more than the average commission. J-21 Monroe County Tourist Development Council 2002-2003 Marketing Plan FY 2002-2003 SALES ACTIVITY CALENDAR OCTOBER 2002 October 5-6 Gay and Lesbian Travel Expo Phoenix, AZ Registration: $900. Steve Smith Brochure Distribution available at $50. The Travel Expo, held at the Quality Inn, is open to both the trade and consumers. Exhibitors will be limited to travel industry only, and the event is being promoted statewide. The Rainbow Festival is held in Heritage Square Park and is the largest Gay and Lesbian event in Phoenix. This event is being held after the "Aids Walk, Arizona", which drew over 22,000 participants last year. The walk begins and ends at the site of the Travel Expo. October 7-10 National Trade Shows Danbury, CT; Bergan/Rockland Counties, Long Island, NY; Morristown, NJ Registration: $2,500. 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 9 Gay and Lesbian World 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 eight years. The show's format allows for networking with both travel trade and consumers who travel on a regular basis. J-23 Monroe County Tourist Development Council 2002-2003 Marketing Plan NOVEMBER 2002 November 2-5 Florida Encounter with Visit Florida Kissimmee, FL Registration: $2,000. Susanne Tortu Visit Florida produces this annual event to provide Florida meeting and convention suppliers an opportunity to reach qualified corporate, association ad incentive meeting planners from outside the state of Florida. The two-day trade show with pre -scheduled appointments also offers networking opportunities at specially arranged functions with a goal being a 1:1 ratio of planners to suppliers. Co-op 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 MacLean at Visit Florida, (850) 488-5607 ext. 317. November 8-13 NTA National Tour Association Los Angeles, CA Registration: $1,100. Jutta Farrer Co-op opportunities not available per NTA. 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, ( for DMO's on November 101h), consists of pre -scheduled appointments between the travel trade and suppliers. J-25 Monroe County Tourist Development Council 2002-2003 Marketing Plan November 16-17 4th National Gay and Lesbian Consumer Show New York, NY Registration: $3,500. Steve Smith Co-op available at $175. ; Limited to 12 delegates. For the fourth year, the Florida Keys and Key West will participate in one of New York's most successful Gay and Lesbian consumer shows. Last year, 15,000 consumers and travel professionals attended. As a sponsor, our destination will gain more exposure prior to and during the show through direct mail promotions, posters discount coupons, etc. DECEMBER 2002 December 10-12 Luxury Travel Expo Orlando, FL Registration: $2,200. Jutta Farrer Co-op participation available at $500. Limited to four (4) participants. This participation fee is inclusive of trade show participation as well as joint sales calls on December 91h to the travel trade in the greater Orlando area. Luxury Travel Expo attendees are high-level travel professionals (44% Presidents, Owners, General Managers, 40% Travel Agents and Consultants) booking upscale leisure, high -end corporate and incentive travel. Close to 3,000 buyers attended this show last year. J-27 Monroe County Tourist Development Council 2002-2003 Marketing Plan January 10-13 Reiseliv Oslo, Norway Registration: $1,750. Sabine Chilton 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. For some Norwegian Tour operators, the Florida Keys have now become the best seller of all Florida products featured in their respective catalogues. Our participation at this major European show will further position ourselves positively in this growing market segment. January 10-12 Vacation Outlet Expo 2003 Boston, MA Registration: $2,500. Jutta Farrer/Susanne Tortu Industry co-op participation offered at $700. per delegate with a maximum of three (3) delegates permitted. Please Note: Industry partners participating in the TDC Northeast Sales Mission followed by this Expo will have first rights refusal on this participation option. Vacation Outlet Expo is the largest consumer show in New England. The preferred partners include Travel Impressions, Go -Go, and American Airlines Vacations. Over $10 million dollars in vacation packages were booked on site at last years show! The TDC will have the opportunity to further educate consumers attending this show through a 25-minute presentation on the show's stage.. Vacation Outlet is New England's #1 vacation and cruise retailer. The flagship business of National Leisure Group, Inc. (NLG), "Vacation Outlet" has 19 retail locations, 3 telephone reservation centers, and solid brand name recognition. J-29 Monroe County Tourist Development Council 2002-2003 Marketing Plan FEBRUARY 2003 February 1-2 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. California is one of the fastest growing emerging markets for our destination with excellent airlift available. February 1-6 American Bus Association Marketplace (ABA) Indianapolis, IN Registration: $1,100. Jutta Farrer Co-op opportunities not available per ABA. American Bus Association's "Marketplace" is the motor coach and group travel industry's leading business event. North American motor coach and tour owners and operators (buyers) meet with representatives of the travel industry (sellers or suppliers) in pre -scheduled appointments. The motor coach and tour operators consider this event as the opportunity to obtain information on destinations, attractions, lodging and restaurants as possible venues for charters and tours. February 6-9 Columbus Dispatch Adventure Travel show Columbus, OH Registration: $500. Susanne Tortu In a cooperative effort coordinated by Meridian Travel Services, the Florida Keys and Key West will be represented as the only Florida product within the Meridian Travel Services booth. In it's 37"' year, the show prides itself on being a "one stop shopping" opportunity for families and adventure travelers throughout the Ohio region. J-31 Monroe County Tourist Development Council 2002-2003 Marketing Plan February, TBD Ft. Lauderdale Pridefest Market Ft. Lauderdale, FL Registration: $400. Steve Smith 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. MARCH 2O03 March 5 Visit USA Brussels Brussels, Belgium Registration: $650. Stacey Mitchell This is the largest travel tradeshow offered in Brussels, targeting the travel trade from the Benelux countries. The top tour operators and travel agents gather for a day of workshops and tabletop presentations from various destinations. J-33 Monroe County Tourist Development Council 2002-2003 Marketing Plan March 27 Gay and Lesbian World Travel Expo Los Angeles, CA Registration: $600. Industry may participate in brochure distribution at $50. Steve Smith 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 eight years. The show's format allows for networking with both travel trade and consumers who travel on a regular basis. March 28-30 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 six, and final participation will dictate booth space. This is a well attended consumer show, catering to the Dive Consumer in the lucrative Northeast corridor. We received great exposure at the 2002 show and expect the same results for this show. J-35 Monroe County Tourist Development Council 2002-2003 Marketing Plan April 7-11 Sales Mission to Norway, Sweden and Denmark Oslo, Stockholm and Copenhagen Budget: $3,500. Stacey Mitchell Co-op participation available at no charge. The Florida Keys and Key West will be targeting tour operators for training and presentations on our destination. As most Scandinavians book their holidays via a Tour Operator or major Travel Agent, the importance of reaching the travel trade is crucial in developing this emerging market. Leisure pursuits are geared towards sunny and warm climates, and our destination is an obvious attraction for this market segment. The Mission would comprise of sales calls, tour operator reservation staff training and travel agent training events. April 24 Destination Showcase New York, NY Registration: $2,200. 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. Last year's event boasted more than a 4:1 ratio of meeting planners to exhibitors. Qualified meeting planners depend on Destination Showcase to review and select sites from a full range of domestic and international destinations. April 24 Gay and Lesbian World Travel Expo New York, NY 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 eight years. The show's format allows for networking with both travel trade and consumers who travel on a regular basis. J-37 Monroe County Tourist Development Council 2002-2003 Marketing Plan MAY 2003 May 6-11 IGLTA 20th Annual Convention Manchester, UK Registration: $700. Steve Smith Brochure Distribution available for $50. This annual event draws over 300 travel professionals. The event continues to grow as the IGLTA membership now exceeds 1,200. Competition for gay tourism dollars is increasing with new destinations vying for this lucrative travel segment. May 17-21 TIA's POW WOW St. Louis, MO Registration: $8,500. Sabine Chilton/Stacey Mitchell 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. As in years past, the Florida Keys and Key West will conduct a lottery drawing in September for booth participation. J-39 Monroe County Tourist Development Council 2002-2003 Marketing Plan June TBD Atlanta Pride Atlanta, GA Registration: $400. Steve Smith 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. June TBD Florida Sales Mission Tampa, Orlando/Central Florida Region Budget: $1,500. Sabine Chilton/Jutta Farrer Co-op participation available; limited to 5 participants. The TDC will be scheduling appointments within offices of key tour and travel operators, travel agents and reservation centers. Each appointment will consist of individual sales presentations in an informal format and will include food and beverage based on the time of the appointment. In lieu of a participation fee, food and beverage sponsorship opportunities will be required from all registered delegates as well as a list of the delegate's top 10 travel trade preferences in each region. The TDC will be responsible for the coordination of each appointment and ground transportation to all appointments in each city. J-41 Monroe County Tourist Development Council 2002-2003 Marketing Plan August, TBD Canadian Meeting and Incentive Travel Symposium and Trade Show (CMITS)/Sales Calls in Ontario and Quebec Toronto, Ontario Registration: $2,000. Sabine Chilton Co-op participation available at $550. per delegate. 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. Canadian travel to the U.S, is expected to grow 29% by 2003. This travel expansion is due to the Canadian GPD growth, record low unemployment numbers and increased consumer confidence. Following the trade show, sales calls will be conducted in Toronto and Montreal focusing on corporate and leisure travel trade. SEPTEMBER 2003 September 2-5 Affordable Meetings National Washington, DC Registration: $2,000. 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. J-43 Monroe County Tourist Development Council 2002-2003 Marketing Plan September, TBD Top Resa w/ Visit Florida Deauville, France Registration: $3,500. Sabine Chilton Top Resa, in its 22nd 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. France has become the number 3 international inbound market for our destination and Top Resa affords us the opportunity to meet with members of the French travel trade. Visit Florida is also arranging a tour operator dinner to whom we will be able to make a formal presentation on the destination. September TBD La Cumbre Miami, FL Registration: $3,600. Sabine Chilton Co-op participation available at $750. per delegate. Limited to 3 delegates. La Cumbre is the premier travel industry conference for the sales and marketing of travel to the US from Latin America and the Caribbean. The event, in its 14th year, features a computer matched appointment format enabling buyers and suppliers from 25 countries to interact in a formal business environment. J-45 Monroe County Tourist Development Council 2002-2003 Marketing Plan Cellet Travel Services, Ltd., represented through Get It Across Tourism Marketing October 01 st, 2002 — September 30th, 2003 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 Listing of new product inventory 2002/2003 Work on set up of niche products (weddings, dive, gay and lesbian, etc.) Personnel, administration, office facilities, consultation, communication Miscellaneous operating costs Fee $23,000 Operating Budget: Costs Co-ord Total 1) Trade Events, Exhibits, Promotions, Special Projects: Consumer Travel Shows: Brochure Distribution Duesellforf (with Visit USA: Nov 8-10, 2002) $650 $ 150 Friedrichshafen (with Visit USA: Nov. 15-17, 2002) $650 $ 150 Leipzip Messe (with Visit USA: Nov. 20-24, 2001) $650 $ 150 Cologne (with Visit USA: Nov. 29-Dec.01, 2001) $650 $ 150 Mannheim (with Visit USA: Jan. 10-12, 2003) $650 $ 150 Stuttgart (with Visit USA: Jan. 18-26, 2003) $650 $ 150 Zurich (FESPO: Jan. 23-26, 2003) $1,200 $ 150 Hamburg (with Visit USA: Feb. 05-09, 2003) $650 $ 150 Munich (with Visit USA: Feb. 15-23, 2003) $650 $ 150 (covers registration) $6,400 $1,350 J-47 $7,750 Monroe County Tourist Development Council 2002-2003 Marketing Plan Memberships American Society of Travel Agents (ASTA) $ 465 Hospitality Sales & Marketing Association International $1,060 International Travel Services Association (ITSA) $ 410 Travel Industry Association of America (TIA) $2,100 International Gay and Lesbian Travel Association (IGLTA) $ 170 Visit USA Belgium/Luxembourg $ 650 Visit USA France $1,100 Visit USA Netherlands $ 700 Visit USA United Kingdom $ 550 Visit USA Germany $1,125 Visit USA Italy $ 650 Visit USA Sweden $ 800 Receptive Services Assn $ 385 Meeting Planners International $ 300 Association Forum of Chicago $ 325 Florida Society of Assoc Exec $ 175 Tallahassee Society of Assoc Exec $ 75 National Tour Association $ 460 American Bus Association $ 1,500 IACVB $ 3,000 Resources $ 250 Total Memberships $16,250 J-49 Monroe County Tourist Development Council 2002-2003 Marketing Plan BUDGET Registrations $ 134,750 Travel Expenses $ 100,000 Shipping & Booth Related $ 13,000 Postage/Phone/Xerox $ 20,000 Memberships $ 16,250 Fam Trips $ 10,000 Resources $ 26,000 TOTAL SALES $320,000 CELLET $154,050 SALES STAFF $213,000 PART TIME STAFF $ 22,000 TOTAL LINE ITEMS $709,050 J-51 Monroe County Tourist Development Council 2002-2003 Marketing Plan K. Public Relations The Florida Keys & Key West public relations plan is designed to create and take advantage of editorial and promotional venues that do not overlap 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 (SNA), McCluskey & Associates and its affiliates have been successful in securing media exposure for the Keys valued at many times the TDC's promotional budget. The agencies target 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 22 years. McCluskey & Associates has served the destination for more than 14 years. SNA staffs the TDC account with a team of professionals 100 percent dedicated to the destination and correspondents in the Upper/Middle Keys and Key West, as well as additional agency personnel utilized on an as -needed basis. For United Kingdom/European markets, McCluskey & Associates is contracted to provide support based from its London office. McCluskey & Associates also staffs and manages representation in Germany and France. Both agencies will continue to place heavy emphasis on culture and heritage throughout all phases of the public relations program. Agencies will continue to weave these themes into activities throughout the entire media relations program. The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year beginning October 1, 2002. Objectives 1. Implement 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 multicultural awareness of the destination. 7. To provide media information and editorial to the official website. 8. To support TDC sales efforts at appropriate trade shows that attract media. K-1 Monroe County Tourist Development Council 2002-2003 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. 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. Emphasis will be placed on creating spot news stories that provide strong travel awareness benefits for the destination for distribution to mainstream, regional, national and even international print, broadcast and Internet venues. These spot stories may cover indigenous special events or arise out of unforeseen circumstances that provide opportunities for positive reflection on the destination. For distribution, agencies utilize extensive, continually updated databases. Currently, more than 4,500 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 — by mail, fax or electronic media, such as transmitting copy and pictures directly to wire service computer systems. IMPLEMENTATION Stuart Newman Associates will continue to center its media relations efforts around cultural and heritage themes. All travel media relations projects feature a significant marketing effort to publicize the Keys toll -free number and website providing a call to action. Group Media Research Trips The agency coordinates and personally supervises group media movements to the Keys. Some trips are in conjunction with our U.K./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. From a budgetary standpoint, the agency will continue to allocate TDC funds for media air travel when needed. This is crucial for the Visiting Journalist program as complimentary air travel, provided by airlines, is not available due to budget cutbacks. Of course, agencies seek the lowest possible airfares. TDC Solo -Sponsored Domestic Research Trips Cultural and Heritage: Group fam to explore the destination's unique and sometimes quirky cultural offerings and emphasize the special atmosphere that characterizes the Keys. The emphasis would be on a type of culture that's contemporary, fun, out -of -the -ordinary, and appealing to visitors. K-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan New Editorial Photo Shoot Through contacts with travel and general media, editorially oriented Keys photography 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 new photo shoot, utilizing one or two travel photographers with impressive credentials. Emphasis will be placed on acquiring imagery that will feature ethnic diversity. Increased Penetration of Travel Internet Sites An account team member will be specifically assigned to execute ongoing Internet research to continually identify new opportunities for Keys editorial materials and build relationships with producers. Videotape Library The agency maintains a videotape library that includes generic offerings, special events and a separate cultural and heritage B-roll reel that provide excellent visuals for television production. We would seek to re-edit existing footage and combine scenes from our cultural and heritage B- roll package to produce a new tape reel for 2002-2003. News Releases Agency plans to research and distribute domestic releases to appropriate media focusing on the following topics in 2002-2003: At least four "What's New in the Keys," featuring new tourism offerings and seasonal packages; a 2003 calendar of events; and a number of generic releases focusing on cultural and heritage opportunities. The "What's New" releases continue to provide the best opportunities for coverage of news that specifically relate to the Keys private sector. Additional generic releases are to include, but not be limited to: Florida Keys & Key West Literary Landmarks. While the agency has executed stories focusing on Key West's past and present literary community for both Hemingway Days and the Key West Literary Seminar, this release would have heavy emphasis on Keys locations associated with writers such as Ernest Hemingway, Zane Grey and others. Sounds of the Keys. To focus on Keys' musical offerings and styles, from steel drum concerts to performances by Cuban bands to the Key West Symphony. Special musical events could also be highlighted, including regularly scheduled chamber music concerts, choral events and quirky offerings such as the Conch Shell Blowing Contest and the Underwater Music Festival. Animal Islands. A warm-hearted story focusing on sites relating to both the wild and domestic animal life in the Keys. Included are various animal protection organizations (i.e., Marathon Turtle Hospital and Florida Keys Wild Bird Center) and the quirky animal -related sites throughout the Keys. Gardens of Key West. A release showcasing not only the extraordinary physical gardens of Key West, but also the unique gardens at some of the guesthouses as well as garden-themed art. Art and More Art. The uniqueness of Keys artists showcased in this story that not only will reflect on personalities, but also the venues in which they create. K-5 Monroe County Tourist Development Council 2002-2003 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 is 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. A line -item in the expense budget provides PR expenses for indigenous and PR -worthy Keys events that lack appropriate support funds. PR efforts will be emphasized on 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's "The Morning Show," PBS, ESPN and other national and regional programs. The agency will seek various national cable television shows to focus on Keys cultural and heritage topics. 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. Representation at Journalist Conferences SNA is one of only eight 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. The agency also executes exclusive Keys representation at the annual Florida Outdoor Writers Association Conference and Outdoor Writers of America Convention. 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. Agencies 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 markets they plan to feature in 2002-2003. K-7 Monroe County Tourist Development Council 2002-2003 Marketing Plan Crisis Management Perhaps there is no better test of a crisis communications plan than when a destination is directly hit or threatened by a hurricane. Such occurrences happened in 1998, 1999, 2000 and 2001. In all situations, a relationship fostered with Monroe County Emergency Management provided dividends for the TDC, the industry and the visitor, and helped efforts to achieve a speedy economic recovery. 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 2002-2003, the agency again plans to attend the annual Governor's Conference on Hurricanes. The annual conference has a series of workshops and networking opportunities providing opportunities to gain additional communications skills and resources with local, state and federal officials. The agency has established a fax -blast network, voice -call alert system and e-mail transmission list to provide Keys properties and tourism interests important information in the event of any emergency. To better aid the visitor and the Keys tourism industry, the agency seeks additional means to streamline communications to provide accurate information to properties and media. The agency maintains excellent relationships with Monroe County law enforcement organizations to provide constant information interchange and coordinated responses to situations that might impact tourism flow. International Public Relations Programs United Kingdom and Europe The Year Ahead — 2002/2003 United Kingdom The U.K. market is still traveling, but it is important to continue to position the Florida Keys as a safe, diverse and interesting destination to travel to within the United States. Agencies continue to promote the Florida Keys as a secure travel destination and also focusing on events and festivals within the calendar which will encourage visitors to visit at a specific time and for a specific reason. Working with tour operators, hotels, and airlines in the U.K., McCluskey & Associates will continue to release news information which has a definite call -to -action at the end of the release, encouraging immediate action by potential travelers. Further to the outlined PR program, activities will position the Florida Keys as a destination for a number of niche groups. Diving, fishing and sailing are going to be the main activity -based features of the PR program, with history, culture and romance being the main themes concentrated throughout the program. Monroe County Tourist Development Council 2002-2003 Marketing Plan The PR Program Daily methods to achieve goals: Translation and distribution of monthly press releases focusing on events and news within the Keys. • Distribution of "What's New" releases, adapted for European marketplace when appropriate. • Regular meetings with industry including Visit Florida, Visit USA, Cellet, Albert Jennings. • Organize media functions at relevant trade shows (including WTM, BIT, ITB). • Undertake PR opportunities in other European markets, including Scandinavia and the Netherlands. • Regular meetings with industry including Visit Florida, Get it Across, throughout Europe. • Ongoing operation of a full press office for trade, consumer and broadcast media inquiries. • Organize media functions at relevant trade shows, WTM, ITB, etc. • Develop consumer promotions with rental car firms, credit card companies, etc. • Development of packages that include flight, accommodation, rental car, outdoor activities. 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 profile. This will be maintained through an ongoing program of group press trips in each of the four U.K./European markets including the United Kingdom, Germany, France and Scandinavia. Offering an overall experience, combined with allowing ie time for the media as part of the itinerary, produces excellent and exciting copy. New and previously unexplored story lines and feature ideas are to be offered to both commissioning editors and freelance writers. Qualifying and evaluating individual writers will be an automatic part of the process. Broadcast Media During 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. As a priority goal for 2002-2003, McCluskey & Associates will pursue BBC "Holiday" to include the destination in its next series, and are continuing discussions with BBC "Jetset" whose producer expressed interest in working with the Florida Keys. 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 professionals to ensure inclusion 'the appropriate `hook' or call to action. K-11 Monroe County Tourist Development Council 2002-2003 Marketing Plan Ongoing 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 ongoing 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. • Attend TUR 2003 to emphasize our commitment to the destination, and set up media appointments with local media in Scandinavia. Additional PR Projects in Major Markets In-store promotion with Jif lime juice. Consumer competition aimed at a culinary audience. Bake Britain's best Key lime pie to win the chance to work with a top Keys chef for a week in Key West. Drive Overseas. Promotion with the Royal Auto Club, the U.K.'s leading motorists organization. Prize of a fly -drive holiday along the Overseas Highway. Florida Keys Cuisine. Celebrity chef from the Keys to appear on GMTV "This Morning" (Britain's top -rated breakfast television show) to cook local delicacies and GMTV Escapes promotion, a weeklong competition on GMTV to win four trips to the Keys. Competition runs on the program every morning for one week. A 30 to 60-second presenter -led film on the Keys would appear three times each morning during the program, followed by a multiple-choice question. First winner is picked on Tuesday, second on Wednesday and so on through the week. Radio Promotion. BRMB or Heart 106.2 — linked to Hemingway anniversary. Competition to win a trip to the Keys, plus outside broadcast during anniversary. Graham Norton. Invite British television celebrity and major gay icon Graham Norton to visit the Florida Keys & Key West to highlight the quirky and gay elements of the Keys as well as history and culture. Blind Date or Similar Romance Television Show. Encourage them to shoot romance segment in the Keys in a unique venue such as Key Largo's Jules Underwater Lodge or even an underwater wedding of a United Kingdom couple. PR Activity in Secondary Markets McCluskey & Associates is now committed to securing media coverage in Scandinavia, and has sent both letters and press information to main media contacts to alert them to the destination. As stated previously, a Scandinavian group media research trip is planned for 2002-2003. K-13 Monroe County Tourist Development Council 2002-2003 Marketing Plan Travel Trade Media :luskey & Associates will continue to build upon the destination's profile within the travel trade Idia through issuing 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 specialize in the United States market. Industry Liaison McCluskey & Associates continues to work closely with the TDC's appointed representatives, as well as Visit USA, in order to maximize opportunities. Website The website is now a constant source of information for our media partners and regularly is featured in articles that direct the consumer to the site. As part of its development, McCluskey & Associates plans the introduction of additional language pages for continental European markets, including media pages that may be resourced by our affiliate agencies. Crisis Management McCluskey & Associates staff is experienced in crisis management and ready to activate emergency procedure plans on behalf of the Florida Keys & Key West, under the direction of Stuart Newman Associates. adures include providing information to the media, TDC representatives and Visit Florida in _-dition to organizing interviews for Florida Keys & Key West spokespeople. Latin America The agency will participate in the 2003 La Cumbre de Turismo travel trade show. La Cumbre traditionally attracts nearly 100 journalists from throughout Latin America and the United States. 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 Agency will utilize Travel South public relations professional as a media conduit for the intermittent distribution of Keys information as well as a clearinghouse for media visits. 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 the 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. 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U � K-25 Monroe County Tourist Development Council 2002-2003 Marketing Plan s .V �� Q ¢ > > Q OfLL > LL fl° 0,�— z i ,A .: v' 7 O o R' LL U W O O y 3 aoaa MEN L C � Z W > p Is W U O •R:.E J _¢ ? L ^ a Y. 3 U a R y a x- Un c cc >� f6 > > N ¢ \ x d. 0 Q: n d � C 1 r L N a a A n=n`. U O LL LL no CO 0_ W amaoc J o > y Z W L co 2 i= N N c6 O a rn C y C N N �+ LL N > 30 ; C N E L 0 N Q. L C O N 11 ,`< ❑ C N L U� � y C fII g Q' Vi ❑ w M C _7 U p> N> >, ,� �,.. D E N -O N aI �I y to 7 0 ,. O U .n. � o y N J J N O N x� c ai ¢ d a> . m I- m e Z' Y ❑¢o cmo�a mnLmf coocc -70 K-27 Monroe County Tourist Development Council 2002 - 2003 Marketing Plan 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. website 2. Increase activities and opportunities to partner with the State Film Office. 3. Develop electronic marketing effort. 4. Produce a digital version of the Florida Keys & Key West Production Guide downloadable to clients. L-1 Monroe County Tourist Development Council 2002 - 2003 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 2002 - 2003. 1. Location Expo —Scheduled for Los Angeles in February, attendees include location managers, location scouts, writers, producers, and directors. 2. NAPTE - National Association of Television Production Executives. This is held in January. Industry professionals buy and sell their television shows and ideas during this market. 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 - We plan another New York Mission this year, last year's was cancelled due to 9/11. Scheduled for the end of October. Attendees include producers, directors and executives from the film and television industry. 5. Film Festivals and Sales Missions - Regional film offices are considering opportunities to partner with the State Film Office and production and distribution companies to bring awareness of Florida as a film destination. Targeted attendees are producers, directors and executives in the film and advertising industries. 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 Liaison meets with and/or escorts the location scout to the possible shoot sites in Monroe County. At times this effort requires the hiring of a helicopter and driving out of county to pick up or drop off the scout from Miami International Airport. Once the location scout provides the production company with his/her photographs a second and possible third scout may evolve consisting of the producer, director, art director and location manager. Again, the Film Liaison provides escort and possibly transportation for the scout. Efforts made by the film office and local businesses during these scouts may strongly effect the outcome of a location decision. Location Shoots When a film, television or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance dependent upon the need of the company. This assistance may include facilitation of discussions and meetings with government officials, law officers, owners or managers of businesses and properties. This L-3 Monroe County Tourist Development Council 2002 - 2003 Marketing Plan Budget FY 2003 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 $650 Film Florida $1,500 Communications postage, phone, FAX, cell phone, pager, e-mail, 800 incoming calls $6,500 Support materials film and processing, office supplies, promotional material $5,000 Trade publication subscriptions $400 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 $13,000 Support equipment computer programs, 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 Student intern/location photographer $7,000 Advertising $8,500 Resources $1,200 Total $66,800 L-5 Monroe County Tourist Development Council 2002-2003 Marketing Plan M. MARKET RESEARCH Purpose The most successful marketing strategies are those developed through a systematic process fueled by research. Now more than ever, decisive moments must be met with informed action and market research is vital in order to ensure that challenges are met and opportunities are maximized with preparedness. The Market Research department designs and conducts research, which is then interpreted and presented within the context of wider industry trends and market analyses. Ongoing projects are designed to monitor and report on shifts in demographics, psychographics, and consumer behavior among both potential visitors and actual visitors to the Florida Keys & Key West. The purpose of the TDC's Market Research department is to maximize the quality, value, effectiveness and application of research in the development of marketing strategies and in measuring the extent to which marketing goals have been met. 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 deploy this information in evaluating and measuring the attainment of overall marketing goals. 5. To coordinate with other departments, the agencies, and the public and private sectors in the use of applied research to inform the decisionmaking process and measure effectiveness. 6. To further the understanding and utilization of emerging technologies in the field of market research. Goals The goals of the Market Research program are: 1. To expand the use of web -based research as a supplement to current survey research in order to create visitor profiles and compare behavior across market segments. M-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan District and the County overall. The software and report functions will be maintained and upgraded as needed. Call count reports will enable tracking of monthly and annual variations in VIS call volume to aid operational management Research focusing on actual visitors to the Florida Keys & Key West. Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographic, expenditure, activity, importance/satisfaction, and trip planning data from visitors to the Keys. `Special topic' questions will be added on an as -needed basis. In order to establish baseline measures for our multicultural diversity marketing strategy, ethnicity has been added to the ongoing 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. Current visitor profile efforts will also be expanded to include psychographic data, which will incorporate existing data collected from VIS, Visitor Profile, and other sources into a psychographic-focused visitor profile report. Program effectiveness research initiatives planned for the upcoming year include the annual survey of Keys properties to gather detailed information regarding the composition of their business for use in evaluating the efficacy of the sales efforts and evaluation of the impact of selected TDC-funded events. In addition, regular monitoring of VIS program performance in the form of `Mystery Shopper' calls will be conducted on the Chambers of Commerce and the Key West Business Guild to evaluate the quality of services being provided to our 800-number callers. Other economic and travel trend data will be collected and compiled. The monthly occupancy and average daily rate report for Monroe County, Key West, and Monroe County excluding Key West, will continue. We will maintain our efforts to increase sample size so that further segmentation of the data can be carried out. Our ongoing monthly Future Occupancy Survey of Keys properties requesting occupancy and advanced bookings information will continue in an effort to forecast future occupancy levels. This survey was particularly useful in the weeks and months following the events of September 11th, in which continuously updated forecast data was essential in order to keep pace with the uncertain environment. Our research partnership with VISIT FLORIDA to commission focus group research in both domestic and international markets will help us better understand our position, growth potential, and the strategic directions needed to achieve this growth. We will continue to strengthen the presence of the market research department by attending and presenting at local industry events such as Hospitality Sales and Marketing Association International (HSMAI) and the Florida Keys Lodging Association functions. With feedback from these groups, we will make every effort to design creative, user-friendly data collection methodologies with the aim of increasing sample size and industry participation. Various other resources such as travel industry and market research journals, newsletters, and web sites will be regularly monitored to assist with anticipating tourism trends. Forecast data will be reviewed for economic and travel behavior information that can be applied to the data we collect at the local level. The department will compile its regular `Economic Indicators Report', which provides a summary of economic and travel industry trends at the national, state, and local levels. M-3 Monroe County Tourist Development Council 2002-2003 Marketing Plan MARKET RESEARCH BUDGET VISITOR PROFILE SURVEY $64,100 OCCUPANCY & AVERAGE DAILY RATE REPORT $4,125 PROJECT RESOURCES $38,175 Web Usability Study Focus Group Research Sales Effectiveness Research Mystery Shopper Surveys Other Project Resources SECONDARY RESEARCH $4,200 Purchase of Secondary Research from Outside Sources MISCELLANEOUS $4,400 Memberships Telephone, Fax, Modem Postage Computer Equipment/ Software Upgrades Conference, Workshop, Seminar Attendance Data Entry Assistance TOTAL $115,000 . 4% d 33% 55% ®VISITOR PROFILE SURVEY ■ OCCUPANCY/ADR REPORT 13OTHER PROJECT RESOURCES OSECONDARY RESEARCH ■MISCELLANEOUS LVid•7 Monroe County Tourist Development Council 2002-2003 Marketing Plan Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of the programs. The TDC must continuously monitor its marketing plan to ensure that it is accomplishing what it was intended to do. Monthly or quarterly goals should be established to serve as benchmarks for assessing the plan's effectiveness. Based on a regular evaluation of these benchmarks, adjustments are inevitable 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. The TDC Market Research Department regularly conducts inquiry analysis and monitors advertising media effectiveness. Research strategies also utilize occupancy/average daily rate and visitor profile data. The increasingly competitive nature of the marketplace, particularly in the wake of September 11 th , combined with the sophistication of computer systems necessitates a private sector model of continuous improvement and innovation largely spurred by increased technology. Utilizing the technology of the day ensures the quality of advertising, sales, public relations and service performance for tomorrow. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be improved upon. In summary, we are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: N-1 Monroe County Tourist Development Council 2002-2003 Marketing Plan Since employee performance is key to the achievement of the objectives and goals of the TDC, staff evaluation is an important part of the assessment system. We have developed a performance assessment to achieve this purpose which requires the following: 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 continue to evaluate the Visitor Information Services program with the chambers of commerce and the Key West Business Guild. We need to make sure that the VIS operators remain well-informed, enthusiastic ambassadors and hospitable hosts. We will monitor accuracy and timelines for fulfillment and the number of calls and mail pieces sent. N-3