Item D2
BOARD OF COUNTY COMMISSIONERS
AGENDA ITEM SUMMARY
Meeting Date: AUGUST 18. 2004
Division:
TDC
Bulk Item: Y es ~ No
Department:
AGENDA ITEM WORDING:
Approval of the Monroe County Tourist Development Council Marketing Plan 2004-
2005.
ITEM BACKGROUND:
TDe approved same at their meeting of July 13, 2004
PREVIOUS REVELANT BOCC ACTION:
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATIONS:
Approval
TOTAL COST:
BUDGETED: Yes ---X- No
COST TO COUNTY:
SOURCE OF FUNDS: TDC
REVENUE PRODUCING: Yes~ No
APPROVED BY: County Atty N/ A
o
OUNTPERMONTH_ Year
N/A
DIVISION DIRECTOR APPROVAL:
DOCUMENTATION:
fuc1uded X '
To Follow_
ot Required_
~OSITION:
AGENDA ITEM # 'D ~
'7/01
MARKETING PLAN 2004-2005
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Table of Contents
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Section One:
The Mission of the TOe
I. Vision Statement......................,............................................................... A-2
II. Purpose of Plan................ ....................................................................... A-3
Section Two: Situation Analysis
I. Product Analysis.. ......... .... ...... ............... ...... ......... ............ ............,....... ... B-1
II. Position Analysis..................................................................................... C-1
III. Prospect Analysis ..............................................................,..................... 0-1
IV. Promotional Analysis............................................................................... E-1
Section Three: Program Planning
I.
Program Development
i. Goals............................................................................................ F-1
ii. Priorities....................................................................................... G-1
iii. Resources...............................................:.................................... H-1
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II. Marketing Strategies and Implementation
i. Advertising................... ................... .. . ... ... ....... ..... .... .......... ......... .. .1-1
ii. Sales,............................................................,............................... J-1
iii. Public Relations........................................................................... K-1
iv. Film Commission....................................,...............,..................... L-1
v. Research ...................,............... . .. . . . . . . .. . . .. . .. . .. .. .. .. .. . .. . .. . .. . .. . . .. . . .. .. M-1
Section Four: Evaluation ......... ................. ............ .......... .............. ............ N-1
Monroe County Tourist Development Council 2004-2005 Marketing Plan
Section One: The Mission of the
( Tourist Development Council
I. Vision Statement
The mission of the Monroe County Tourist Development Council is to set an overall
direction for the Monroe County tourism marketing effort in a manner that will assure long-
term sustained growth in tourism revenues while also guaranteeing the sustainability and
improvement of our product, including both our man-made and natural resources, and
improvements to the quality of life of our residents.
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A-2
Monroe County Tourist Development Council 2004-2005 Marketing Plan
II. Purpose of the Plan
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file 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.
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e.
Evaluation criteria.
The Monroe County Tourist Development Council's 2004-2005 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 recommendations for allocation of the third penny.
Clearly the marketing plan must be evolutionary, with adjustments and modifications made
to strategies during the year.
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Monroe County Tourist Development Council 2004-2005 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 southemmost 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 overnight visitors to the Keys is by auto or other form of land-based transport.
(90% )
· The Florida Keys are accessible by air. (10%)
1. Key West International Airport is served by American Eagle, Gulfstream
(Continental, TWA and United connections), Delta, US Airways, and Cape Air.
Special charter service is available at Key West International Airport.
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2. Florida Keys/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 from 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.
· In 2003, the City of Key West received a total of 1,067,222 cruiseship visitors.
· 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 (Fort Myers/Naples) of Florida that have
daily departures and convenient downtown arrivals into Key West. There is also a ferry
service from Miami to Key West and Islamorada in addition to visitors arriving on their
own boats. (2%)
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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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
Curry Hammock State Park
Fort Zachary Taylor State Historic Site
Indian Key State Historic Site
John Pennekamp Coral Reef State Park
Key Largo Hammock State Botanical Site
Lignumvitae Key State Botanical Site
Long Key State Recreation Area
Shell Key State Preserve (no public access)
Windley Key State Geological Site
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National Parks:
Everglades National Park
Fort Jefferson National Monument (Dry Tortugas)
National Wildlife Refuges:
Crocodile Lake National Wildlife Refuge (no public access)
Great White Heron National Wildlife Refuge
Key West National Wildlife Refuge
National Key Deer Refuge
Aquatic Preserves:
Biscayne Bay-Card Sound Aquatic Preserve
Coupon Bight Aquatic Preserve
Dry T ortugas Aquatic Preserve
Lignumvitae Key Aquatic Preserve
San Pedro Underwater Archaeological Preserve
National Marine Sanctuaries:
Florida Keys National Marine Sanctuary
Outdoor Keys national Marine Sanctuary
licensed camping sites by district: Key West - 317; Lower Keys - 963;
Marathon - 364; Islamorada - 360; Key Largo - 400 for a total 2,404
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Monroe County Tourist Development Council 2004-2005 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.
c
· The cultural heritage of the Florida Keys offer visitors an array of live theater, arts &
craft festivals and is home of many noted authors and painters.
· The Florida Keys has many attractions to offer. The primary attractions for the visitor to
the Keys are its natural resources, year-round temperate climate, parks, and water
activities including boating, fishing, snorkeling and diving. History plays an important
role in the Keys experience. Historical homes, lighthouses, museums and monuments
weave an intriguing historical adventure of pirates, wreckers, writers, poets and artists
throughout the Florida Keys. Sightseeing ranks the highest of visitor activities.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
I'
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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.
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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
· developing into a major wedding & honeymoon destination
· close relationship of two large metro airports of Miami & Fort Lauderdale
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
· perception of over crowding in Key West from cruiseships
· lack of commercial airline service to Marathon Airport
· changes to availability of transient accommodations
· current water quality issues
· lack of stable service personnel resources
· employment turnover rate
· lack of affordable housing
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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II. Position Analysis, continued...
Our market competition are the destinations that compete with us in many of the tourism
markets throughout the world. The markets include domestic winter-time retreats, island
get-a-ways, fishing and diving locations, gayllesbian travel, ecotourism, cultural tourism,
in-state vacation 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 marketplace.
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 continue to
bring this kind of travel experience to the forefront of our campaign.
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Eco-tourism will also be at the forefront of our marketing program. Nature-based tourism
is ideal for the Keys in that we have wonderful environmental resources. We must
promote to responsible visitors who will understand to enjoy and protect our surroundings.
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.
Geo-tourism is a' new term that places our marketing position in a more updated and
desirable position to the marketplace. Geo-tourism is about attracting visitors who
understand about preserving a destination's environment, by helping to sustain or even
enhance the geographical character of the place visited, including the well-being or quality
of life of it's residents. More travelers are wanting to not only visit or sightsee, but to learn
more about the history and culture of the area and it's people. Travelers are learning to
be ready to act to preserve and protect the natural aspects of the destination. We will
need to better understand the psychographies of these potential visitors, to see what
interests and motivates these individuals to select destinations associated with
environmental sustainability.
The Keys are developing a reputation as a great weddings/honeymoon destination.
Although there are plenty of things to do in the Keys, we are also ideal for those who just
want to enjoy other's company with a minimum of distractions.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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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.
Electron ic Marketi na/lnternetIWebsite
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Electronic marketing has become one of the most effective marketing tools available to
destination marketing. Our website is our most important marketing tool in the promotion
and service to the potential visitor. This being the case, then getting the potential visitor to
the website is the most important call to action. The main sources for users in finding the
website is through mainstream advertising such as print and broadcast ads, and through
Internet marketing. All print and broadcast advertising includes our website address.
Internet advertising includes some banner ads, but most of our marketing will be search
driven by search engines or search words. Search engine submissions requires research
to get to the best positions. Search words require picking the best terms that relate to our
destination's promotional positioning.
This year we will also focus on direct electronic marketing such as e-mails, newsletters
and electronic magazines (e-zines). E-mail marketing will be to the travel trade industry
md to opt-in consumers. E-newsletters and e-zines will be developed by the staff and our
agencies of record to be also mailed to opt-in users. We will also buy into these e-
promotions through Visit Florida and other media placement outlets.
Electronic links from other promotional sites to our website will be an important marketing
medium. Within our e-newsletters, e-zines, and direct e-mail promotions, we will offer e-
co-ops to the industry that will allow Iink-throughs to our partner's website.
The Internet and access to our website is the perfect medium to all the market segments,
demographics and geographies of the potential visitor. The website provides the desired
information quickly and easily to anyone, anywhere in the world. International marketing is
no longer an option, but a strategic imperative.
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 the product lines.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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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 comer 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 make users feel welcome and guide them to the needed
information for a decision making step. After the decision has been made, the site must
have the ability to make the sale directly from the site.
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. Relationship
marketing is also about keeping existing customers happy, along with attracting new
customers. Content is a strong driver for encouraging repeat visits by users, practicularly
when it is fresh, timely and gives the user a reason to visit regularly.
One of the most important elements of e-marketing is that 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.
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Monroe County Tourist Development Council20Q4-2005 Marketing Plan
Customer Relationship Manaqement
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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.
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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
lnstination 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 continue to define the new economy and
build business one traveler at a time.
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Monroe County Tourist Development Council 2004-2005 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.
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3.
1.
Domestic Markets
· Primary
· Florida (Dade, Broward, Palm Beach, Pinel/as, Hillsborough, Lee,
Collier, Orange)
· New York, Illinois, Pennsylvania, Michigan, Ohio, New Jersey,
Georgia, Texas, Indiana, North Carolina, Massachusetts
. Secondary
· Connecticut, Virginia, Minnesota, South Carolina, Alabama,
Wisconsin, California, Missouri, Tennessee, Maryland
2.
International Markets
. Primary
· Germany, United Kingdom, Canada
· Secondary
· Italy, Netherlands, Switzerland, Austria, Japan, Scandinavian
countries, and South American countries of Argentina, Brazil and
Chile, France
Specialty Markets
A. Historic/Cultural
B. Soft-Adventure
C. Ecotourism
D. Geotourism
E. Fishing
F. Diving
G. Gay/Lesbian
H. Mature
I. Weddings/Honeymoon
J. Boating
K. Multi-Ethnic Markets
L. Family Travel
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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4.
Primary Market Segments
A. Leisure Travelers
B. Special Event Travelers
C. TravellTrade Industry
1 . travel agents
2. tour operators
3. wholesalers
4. travel writers
S. motor coach operators
6. airlines
D. Gay/Lesbian Visitors
E. Vacationing Families
F. Meetingsllncentives/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.
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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.
Gav/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. As one of the world's leading gay/lesbian destinations, Key West
offers many opportunities to expand this market.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Mature or Senior (Retired},
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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.
Ecotourjsm
Eco-travelers are a specialty interest traveler and should be considered an excellent target
market because 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.
Weddings/Honeymoon
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The weddings/honeymoon market is a growing market that not only strengthens our 'off-
season' months but is starting to become a year-around market for the Florida Keys.
Florida is the most popular honeymoon US destination. Honeymoon trips will average 8
days with higher than normal expenditures.
MeetinGllncentive Business
The meetings and convention market segment remains fairly strong and significant part of
some of the large properties having meeting room space. It is important to understand
there are many options available within the meeting business market. The incentive travel
business has increased in the past few years in the Keys.
Soft-Adventure
Adventure travel is one of the fastest and most interesting travel available to the consumer.
Soft-adventure travel throughout the Florida Keys would include biking, snorkeling,
kayaking, camping, diving, sport fishing and other related activities that seek exciting and
sometimes risky experiences. . .
BoatinG
Boating has a wide range of markets including fishing, diving, power-boating, sailing,
kayaking, yachting and leisure craft. The Florida Keys are a perfect destination for all kinds
of events such as boat shows, races and any watersports activity. Whether the visitor
rents, charters or uses their own boat, there are marinas from one end to the Keys to the
other, to give the visitor a great boating experience.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
IV. Promotional Analysis
/.
( 1. Promotional Events
The promotion of special events is a very important part of our overall marketing
program. Events not only draw visitors to our destination, but also gives visitors
who may not have been aware of a certain event, the opportunity to experience
different activities while on vacation and tel/ others about the experience. This
develops return visits and adds new awareness of things to do for potential visitors.
We have marketing funds available for sponsored events in each of our districts.
Each District Advisory Committee (DAC) establishes a Request for Proposal and
allocates funding for that district destination events. Most event funding is for
advertising only, however, in some cases that involves national sponsors and
national or international marketing when funding as a turnkey operation is
considered.
There are also cultural events promoted through the TDC Cultural Umbrella, and
fishing tournaments promoted by the TDC Fishing Umbrella.
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AI/ event funding recommendations by the District Advisory Committees, Cultural
Umbrella and Fishing Umbrel/a Committees are reviewed by the advertising agency
and require approval by the TDC. These events are evaluated by their ability to
draw visitors; offering of activities; and the marketing of the awareness and image
of our destination.
Special Events
The Florida Keys hosts various annual activities and special
events. This year events and activities include:
· Key West Race Week - Key West - January
· Half Shell Half Marathon Run - Key West - January
· Upper Keys Rotary Flea Market - Islamorada - February
· 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
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
· Art Festival at Gulfside Village - Marathon - February
· 10th Annual Gigantic Nautical Flea Market - Islamorada - February
· Bay Jam - Key Largo - April
· International Sejong So lists - 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 2004 - Key West - June
· Key West Songwriter's Festival- Key West - May
· Lower Keys Jazz Festival - Lower Keys - May
· Marathon Offshore Grand Prix - Marathon - May
· Florida Keys Island Festival - Islamorada - May
· Barley's Bay Festival - Key Largo - May
· Green Sweep Volunteer Workday - Marathon - June
· Marathon Super Boat Grand Prix - Marathon - June
· Cuban American Heritage Festival - Key West - June
· Chicken Fest 2005 - Key West - June
· REEFWEEK 2004 - Key Largollslamorada - July
· Key West Summer Food & Wine Festival - Key West - July/August
· Islamorada Swordfish Tournament - Islamorada - August
· Fantasy Fest - Key West & Lower Keys - October
· Columbus Day 10K Get Away - Islamorada - October
· Poker Run - Miami - Key West - Key West - September
· Women Fest Key West - Key West - September
· Key West World Championship Boat Races - Key West - November
· Bikeathon in Marathon - Marathon - November
· Corvettes In Paradise - Islamorada - November
· Holiday Isle Classic - Islamorada - November
· Orange Bowl Swimming Event & Winter Training - Key Largo _
December
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Fishing Tournaments
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· Key Largo Sailfish Challenge - Key Largo - January
· King Fish Tournament - Key West - January
· 29th Annual Holiday Isle Sailfish - Islamorada - January
· 2nd Annual John Muscarello Kingfish - Big Pine Key - January
· Cheeca Lodge Presidential Sailfish - Islamorada - January
· Capt. AI Flutie Over the Hill Rip-Off - Islamorada - January
· Islamorada Fishing club Sailfish - Islamorada - January
· Hog's Breath King Mackerel - Key West - January
· 14tn Annual Swamp Guides Fishing Tourn. -Islamorada - January
· Islamorada Women's Sailfish Tournament - Islamorada - February
· 1st Annual Scientific Anglers Women's World Invitational Fly Championship
backcountry Series - Islamorada - February
· 7th Annual Capt. Leon Shell Billfish - Marathon - February
· Backbone Lures "Fish 'TiI You Lose It" -Islamorada - March
· Key West Fishing Tournament (Kick Off) - Key West - March - November
· Del Brown Invitational Permit Tournament - Key West - March
· Mercury Redbone @ Large Sunset Tarpon - Marathon - March
· Islamorada All-Tackle Spring Bonefish -Islamorada - March
· Ghost Hunt Tournament - Key Largo - April
· World Sailfish Championship - Key West - April
· 14th Annual Key largo Dolphin Tournament - Key Largo - April
· Ke~ West Classic - Key West - April
· 29 Annual Ladies Tarpon Tournament - Marathon - April
· 19th Annual McDonalds Invitational Tarpon - Marathon - May
· Rolex/IGFA Inshore Championship Tournament - Islamorada - May
· 39th Annual Marathon International Tarpon - Marathon - May
· Phoenix House Fun Fish Tournament - Key West - May
· 19th Annual Coconuts Dolphin Tournament - Key Largo - May
· 10th Annual Outback Steakhouse golden Fly Invitational Fly Tarpon
Tournament -Islamorada - May
· Dolphin Master Invitational- Key West - May
· Islamorada Fishing club Captain's Cup Dolphin - Islamorada - June
· Dick Fuhr Memorial Fishing Tournament - Key Largo - June
· Big Pine & Lower Keys Dolphin Tournament - Big Pine Key - June
· Don Hawley Invitational Tarpon Tournament -Islamorada - June
· 29th Annual scientific Angers Women's World Invitational Fly Championship
- Tarpon Series -Islamorada - June
· Cancer Foundation Dolphin Tournament - Cudjoe Key - June
· 19th Annual Father's Day Dolphin Derby - Marathon - June
· Gold Cup Tarpon Tournament -Islamorada - June
· Burdines Waterfront 5th Annual Dolphin & Black Fin Tuna Fun Fishing
Tournament - Marathon - June
· Key West Gator Club Dolphin Derby - Key West - June
· Conch Republic Ladies Dolphin - Key West - June
(
E-3
Monroe County Tourist Development Council 2004-2005 Marketing Plan
Fishing Tournaments - continued...
(
· Holiday Isle/Caribee Dolphin Tournament - Islamorada - July
· Geiger Key Dolphin Tournament - Big Coppitt Key - July
· Ladies, Let's go Fishing Reel A The Reef - Ocean Reef - July
· Key West Marlin Tournament - Key West - July
· Islamorada Fishing Club Red Ghost Stalk - Islamorada - July
· Key West Fishing Tournaments Sword Fishing - Key West - July
· Mercury Redbone @ Large Little Palm Island Grand Slam - Little Torch Key-
August
· Key West Fishing Tournaments Flats S.L.A.M. - Key West - August
· Mercury Redbone Celebrity S.L.A.M. - Key West - September
· Islamorada Inv. Fall Fly Bonefish -Islamorada - September
· Marathon International Bonefish tournament - Marathon - September
· Mercury Redbone Celebrity Baybone - Key Largo - September
· 9th Annual Scientific Anglers Women's World Invitational Fly Championship _
Bonefish Series - Islamorada - October
· Mercury Outboards Bonefishing World Championship Islamorada All-tackle
Bonefish - Islamorada - October
· Action Craft's 14th Owners Tournament -Islamorada - October
· Ladies, Let's Go Fishing Islamorada -Islamorada - October
· Take stock in the Children Backcountry Challenge - Key Largo - October
· George Bush/Cheeca Lodge Bonefish - Islamorada - November
· Ocean Reef BTU Backbone Classic - Ocean Reef - December
· Islamorada Sailfish Tournament -Islamorada - December
· Florida Key Gold Cup Sailfish Championship - Islamorada - Dec.-January
· Mercury Cheeca/Redbone Celebrity - Islamorada - December
· Islamorada Fishing Club Captain's . Cup Sailfish
Islamorada - December
· Islamorada Junior Sailfish Tournament -Islamorada - December
· Metropolitan South Florida Tournament Mini-Met (Kick Off) - Islamorada _
December through May
· Don Gurgiolo Sailfish Classic - Islamorada - December
(
E-4
(
Monroe County Tourist Development Council 2004-2005 Marketing Plan
Historical, Cultural and Entertainment Attractions
· Art Under the Oaks - Key Largo - January
· Sculpture Key West - Key West - January - March
· 45th Annual House & Garden Tours - Key West - Jan/Feb/March
· 43rd Annual Conch Shell Blowing Contest - Key West - Jan/Feb/March
· Middle Keys Concert Season - Marathon - January thru March
· 23rd Key West Literary Seminar: Humor - Key West - January
· Key West Writers' Workshop - Key West - January - February
· Key West Craft Show - Key West - January
· Florida Keys Medieval Festival - Lower Keys - January
· Pigeon Key Art Festival - Marathon - February
· Old Island Day Art Festival - Key West - February
· Rites of Spring Art & Craft Show - Lower Keys - March
· Rain Barrel 23rd Annual Arts Festival - Islamorada - March
· KeX Largo Home & Garden Tour- Key Largo - March
· 29 Annual House & Garden Tours - Marathon - March
· Harry S. Truman Legacy Symposium: Quest for Peace in the Middle East _
Key West - May
· 21st Underwater Music Festival- Big Pine Key - July
· Fishing, Friends & Family - Hemingway in Key West - 1928-1939 - Key
West - July thru December
· Performance at St. Paul's - Key West - September - March
· Red Barn Theatre - Key West - October - September
· Keys Players Season - Key largo - September thru May
· Waterfront Playhouse - Key West - October - September
· FI. Keys Birding & Wildlife Fest - Key Largo/Marathon/Lower Keys _
Sept/Oct.
· Founders Society 25th Anniversary of Sterling Performances - Key West-
October thru April
· Marathon Community Theatre - Marathon - Oct thru Sept
· Island Opera Theatre Concert Series-Key West/Lower Keys/ Marathon/
Islamorada/Key Largo - Oct. thru Sept
· M.Fisher Museum-Sunken Treasure-20 Years Later-Key West - Oct - Sept
· Island Jubilee - Key Largo - November
· Blue Sky Art & Craft Show - Lower Keys - November
· Tennessee Williams Fine Art Center - Key West - Nov. thru May
· Impromptu Concerts - Key West - Nov/Jan/Feb/Mar/Apr/June/ July
· Fla. Keys Art Guide Outdoor Art Fests - Marathonllsla./Key Largo _ Nov
th ru Apr
· Pops in the Park - Islamorada - Nov thru March
· 8th Annual Christmas Exhibit - Marathon - December
· Key West Playwrights Company - December - March
· Key West Symphony Orchestra - Key West - Dec/Feb/Apr/June
· Historic Holiday Candle Walk - Key Largo - Nov. thru April
· FKFC - 'Keys Chorale" Concert Season - Key West - Dec-Mar
(
E-5
Monroe County Tourist Development Council 2003-2004 Marketing Plan
(
2. Capital Projects and Improvements
The Tourist Development Council has revenues other than for advertising for
discretionary use to enhance and support the specific tourism development efforts of a
district. One of the uses is capital projects. The attraction of tourists to the area must
be one of the capital project's main 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, beach maintenance,
renourishment, enhancements and clean up where there is public access to the beach
or beach park area.
Capital projects are very significant to the marketing of the awareness and image of a
destination. It is important within the descriptive profile of our product that we have
public facilities such as museums, recreational areas, beaches, monuments and other
historic and cultural attractions for our visitors.
i
\
Another important aspect to funding public facilities and areas is that these projects
and improvements are not only beneficial to our visitors, but also to the residents of
Monroe County. The capital projects program helps preserve nature and historic sites
in the Keys. It also enhances the local culture and supports the geo-tourism efforts of
our marketing program.
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-6
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Section Three: Program Planning
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.
Increase number of capital improvements projects.
Develop a Geo-tourism comprehensive program.
Expand cultural/historical campaigns.
(
I.
b.
c.
d.
e.
f.
g.
h.
i.
j.
k.
(
I.
Expand Eco-tourism campaigns.
Increase Internet promotional program.
To increase visitor expenditures.
To increase longer stays.
Increase marketshare of international visitors.
Increase group and incentive meeting business.
Create a comprehensive public relations program for markets
outside of the United States.
Increase awareness of the Keys to the film industry for promotional
opportunities.
m. Increase diversity of multicultural marketing.
n. Develop guidelines for measuring the effectiveness of the
advertising, public relations and sales programs.
o. Increase Gay/Lesbian travel market.
p. Develop program to track advertising and conversion to visiting.
q. Develop direct targeted marketing program base upon current
statistical data.
r. Increase co-operative efforts with Visit Florida Tourism programs.
s. Develop two Own-A-city Campaigns.
t. Increase our promotions to Family Travel.
F-1
Monroe County Tourist Development Council 2003-2004 Marketing Plan
(
II.
Top Marketing Priorities
e.
f.
g.
h.
i.
( j.
k.
I.
m.
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, environmental, artistic & cultural geo-
tourism program.
Promote ecotourism and soft-adventure.
Development of capital projects and improvements.
Promote the Fishing Industry.
Promote the Dive Industry.
Promote Gay/Lesbian Market.
Identify and market to the visitor with the highest average daily
expenditure for longer stays.
Develop international markets.
Promote attractions.
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 communication.
p. Expand Customer Relations Management (CRM) program.
q. Development of our overal/ Internet Marketing Program.
r. Promote Family Travel.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
II. 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.
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Monroe County Tourist Development Council 2003-2004 Marketing Plan
Training - Continued...
The Florida Association of Convention and Visitors BureauslTDC's has an educational
initiatives program with its membership.
The Florida Commission on Tourism and Visit Florida are developing 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. Florida Keys.com - Website Provider
f. Support Agencies
1. Cel/et - United Kingdom and Germany (sales)
2.
McCluskey Associates - United Kingdom,
Germany, France and Italy (PR)
The Market Share Company - Key West, FI. _
(fulfillment)
(
3.
H-2
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
FY 2005 TDC THREE PENNY BUDGET
$23,081,564* preliminary
3.21% 1.21% .57"A.
(
31.68%
4.68%
3.15%
.98%
3.90%
.Advertising -$7,313,162 - 31.68%
C Sales/Mid. - $899,550 - 3.9%
.Admln/Overhead - $727,939 - 3.15%
. LmbrellasIEvents - $2,217,760 - 9.610/.
. Capital - $5,573,706 .24.15%
CCty. Cost Allocation. $280,000 -1.21%
. Emergency - $3,000,000 - 13%
. Public RelatlonslAmeurop - $1,079,900 - 4.680/.
C Research - $225,800 . .98%
. FinancefAttorney - $98,853 - .43%
J:I V1S1Fulflllment - $792,500 - 3.43%
. Resources - $740,394 - 3.21%
. Film - $132,000 - .57"A.
H-3
Monroe County Tourist Development Council 2004-2005 Marketing Plan
C."
FY 2005 TOe TWO PENNY BUDGET
"EVENTS' (350/0) Portion $5,097,854*
preliminary
1.70%
15.12"10
(
. Public RelatlonslAmeurop - $1,028,900 - 20.18%
. Emergency Reserve - $832,833 -16.34%
C CulturaUFlshingJDiving Umbrellas - $1,747,400 - 34.28% C Finance/Attorney Salary - $4,943 _ .10%
. Resources - $294,369 - 5.77%
. Fulfillment - $200,000 - 3.92%
. Film - $132,000 - 2.59%
13 County Cost Allocation - $86,583 - 1.70%
. Special Projects (Capital) - $770,826 -15.12%
H-4
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
FY 2005 TWO PENNY BUDGET
'Administrative' (7%) Portion
$933,535 preliminary
22.02%
('
.27%
1.99%
.81%
39.12%
8.47%
2.14%
. Admin/Operating - $365,160 - 39.12%
DTravel - $20,000 - 2.14%
. Communications - $12,000 -1.29%
. Courier - $2,200 - .24%
lID Repair/Rentals - $17,000 -1.82%
o Finance/Attorney - $79,082 - 8.47%
. Capital Outlay - $16,910 -1.81%
. Emergency - $205,582 - 22.02%
. Monroe Council of the Arts - $45,000 - 4.82%
. Administrative Advertising - $13,000 -1.39%
. Business Lease - $106,000 -11.35%
. Supplies - $15,000 - 1.61%
. Cleaning - $5,000 - .54%
. Resources - $981 - .11%
.Visit FLA - $9,500 -1.02%
. County Cost Allocation - $18,620 - 1.99%
. Dues/Subscrip. - $2,500 - .27%
1\
H-6
Monroe County Tourist Development Council 2004-2005 Marketing Plan
c-.
FY 2005 TWO PENNY BUDGET
'Advertising & Promotional' (65%) Portion
$7,297,896 * preliminary
2.20%
5.4%~
~
(
.58%
1.10% .69%
2.06%
39.74%
. Advertising - $2,900,000 - 39.74%
. Media Materials - $15,000 - 2.06%
DAd. Expenses - $50,000 - .69%
. Collateral - $80,000 - 1.10%
. Research - $225,500 - 3.09%
. Sales - $899,5500 - 12.33%
. FulfillmentITrade - $42,000 - .58%
. Resources - $394,050 - 5.4%
/III Emergency Reserves - $1,173,464 - 16.08%
. County Cost Allocation - a$160,797 - 2.20%
D *Special Projects (Capital) - $1,222,236 - 16.75%
(
H-6
Monroe County Tourist Development Council 2003-2004 Marketing Plan
Other Resources
1. Chambers of Commerce (Key Largo,
Islamorada, Marathon, Big Pine Key, Key West)
2. Lodging Association of the Florida Keys and Key West
3. Key West 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 2003-2004 Marketing Plan
(
II. Marketing Strategies, Methods, Implementation and
Measurability
In the following sections are specific plans by
department:
I. Advertising
J. Sales
K. Public Relations
( L. Film Commission
M. Research
H-B
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
I.
Advertising
Advertising 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, or broadcast, includes television, radio, and the Internet. 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, it's 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, search engine
words and listings, direct response e-mail, and on-line fulfillment. We will also build our consumer
base from our web site with e-permission responses covering various Keys activities and
promotions.
Other forms of advertising include brochures, billboards, CDs, 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
1. Develop top-of-mind awareness and image of the Florida Keys & Key West as the premier
Florida destination for leisure or business travel.
2. Create and maintain a campaign that highlights the reasons and motivations to visit and
"protect" our destination.
3. Develop 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 2004-2005 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, service and point of sale.
Goals
1. Increase visitor response to our web-site.
2. Increase market share of international visitors with a concentration in the UK and Germany.
3. Increase visitor length of stay.
4. Increase visitor expenditures by continuing to target more affluent markets.
5. Increase e-marketing efforts.
6. Increase Geotourism travel.
7. Develop two "Own a City" campaigns (Raleigh-Durham & St. Louis) with the coordination of
the sales staff and Public Relations Agency.
8. Increase diversity of marketing efforts.
9. Create a new television spot that promotes flying to the Florida Keys & Key West.
1-2
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Monroe County Tourist Development Council 2004-2005 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 electronic or Internet marketing. We will use the
Internet through search engines, search words, links and some banner ads to key in on
specific markets, both nationally and internationally. We will also target respondents to the
website who opt-in for additional direct promotions.
The Agency will also continue to work with the research arm of the Tourist Development
Council on visitor analysis to help identify new markets.
This year, we will once again, look to develop two "own a city" campaigns, where we will
choose emerging markets and create comprehensive promotional campaigns. These
campaigns will include advertising, public relations, sales and other marketing elements, in
a short period of time, to give abundant promotional coverage in the targeted areas.
1-4
Monroe County Tourist Development Council 2004-2005 Marketing Plan
( Branding
A brand is a name, term, sign, symbol, design or even a slogan identifying the product or services
that differentiate it from the competition.
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 a multimedia to entertain or engage a consumer. It is a higher level of strategic marketing
allowing the consumer to respond to an interactive relationship with the product. This interactivity
is the single element with the greatest impact on advertising and branding today 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.
Our e-marketing campaign will focus on search engines, search words, Iink-throughs and some
banner or click-through ads. This year we offer co-op electronic advertising for our industry
partners.
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. We are also able to determine how the visitor came to our site, either by banner, search
engine words, web 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 2004-2005 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 "aspirational" element of a broader
audience: those with less income who aspire to experience a quality vacation and
thus will be more likely to travel to the Florida Keys & Key West.
Within this group, "umbrella" campaigns will be skewed to prospects with special interests:
(
· Leisure Travel
· Geotourism
. Diving
· Fishing
· Cultural/Historic/Art
· Gay/Lesbian
· Mature
· EcoTourists
· Weddings/Honeymooners
· Soft-Adventure
· Romance
· Travel Trade
· Travel AgentslTour Operators, both national/y and international/y.
· Meeting Planners, for small to mid-size meetings
International advertising includes placement in trade publications and VISIT FLORIDA
co-op in consumer and trade media. With the growth of the Internet, the destination has
increased its presence on search engines and travel specific websites therefore, our
international share of voice will continue to grow. The Internet has made English the
primary language of the world. Many websites, including the TOC site, have pages
translated into foreign languages, but the medium is in English. Our work with our UK and
German representatives will continue to forge efforts targeting the consumer. It is very
important to avoid media with 60-90 day closing dates. We want to be flexible when certain
situations arise. The economy will also be a factor because Europe normally lags behind
the US in any recovery.
Geographic, domestic and international target markets are described within the prospect
analysis.
1-6
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
Domestic Target Audience
AFFLUENT ADULTS AGE 35-64, HHI $75,000+
Population % of Index
Total
AGE 35-64, HHI $75,000+ 39,613,000 100% 131
Total Men 20,152,000 50.9% 101
Total Women 19,461,000 49.1% 99
Age 35-39 7,030,000 17.7% 131
Age 40-44 8,488,000 21.4% 131
Age 45-49 8,451,000 21.3% 131
Age 50-54 7,573,000 19.1% 131
Age 55-64 8,072,000 20.4% 131
HHI $75,OOO-$99,999M 16,297,000 41.1% 96
HHI $100,000-$149,999M 14,563,000 36.8% 102
HHI $150,000-$199,999M 4,392,000 11.1% 106
HHI $200,000-$249,000M 1,868,000 4.7% 102
HHI $250,000+ 2,493,000 6.3% 100
( Married 35,604,000 89.9% 102
Single 1,769,000 4.5% 74
Professional/Managerial 20,124,000 50.8% 104
College Graduate 12,482,000 31.5% 94
Own Primary Residence 38,844,000 98.1% 101
2+ Airline Trips in Past Year 19,205,000 48.5% 99
5+ Nights in Hotel/Motel 26,907,000 67.9% 102
Northeast 8,573,000 21.6% 99
Midwest 9,734,000 24.6% 104
South 12,770,000 32.2% 101
West 8,536,000 21.5% 96
Source: 2003 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
average to be married.
1-7
Monroe County Tourist Development Council 2004-2005 Marketing Plan
C'
2004-2005 TOTAL PLAN
C Expenses
1%
CTalent and Residuals
1%
. Resources
7%
. Consumer Magazines
20%
C Gay Media
4%
. Meetings Magazines
1%
(
C Dom.
Trade Magazines
1%
C Intematio
2~
Ellnt'l Trade Print
0%
. Newspaper
23%
. National Cable
25%
.In State Cable
9%
$7,313,162
NOTE: Miscellaneous includes Media Materials, Talent and Residuals and Future Fund
1-8
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
2004-2005 MONTHLY MEDIA SPENDING
. October
6%
o November
9%
. December
5%
. January
14%
(
I September
1%
. February
17%
. May
12%
[J April
14%
I $6,494,710 Media I
1-9
Monroe County Tourist Development Council 2004-2005 Marketing Plan
co.
.
DAC4
3.2%
(
[]
DAC3
6.9%
o
DAC2
2.5%
2004-2005 ADVERTISING BREAKOUT
.
Cultural Umbrella
2.5%
II
Dive Umbrella
2.8%
.
Fishing Umbrella
3.0%
.
DAC5
8.7%
.
DAC 1
22.2%
$7,313,162
1-10
o
Generic
(includes Media
Materials, Expenses
and Collateral)
48.2%
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
Co-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.
(
· 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.
· Magazine. There must be at least four participants for each page. Co-op will be offered in
various formats.
· Newspaper Generic. There must be a minimum of 4 partiCipants in each ad.
· Newspaper District. Whether the co-op is display or listing, there must be at least two
participants.
· Electronic marketing opportunities.
· 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.
· Co-op is initially for bed-tax paying properties only, unless other opportunities are approved
and offered for other businesses within the Keys that help promote the destination (galleries,
attractions, restaurants etc.)
Rates will be divided as follows:
Accommodation / Attractions
Other:
Contact Tinsley Advertising on rates for businesses not falling into the
Accommodations/Attractions category. t
Exact rates will be quoted on individual co-op opportunities to follow.
t co-op Advertising Rate Policy:
I. The same rate shall be charged for accommodations and tourist attractions due to the advertising value inherent in materials
promoting the beautiful surroundings, lush accommodations, historic, eclectic, or other appeal of the properties.
II. Other entities may be charged a higher rate based on the fact that the overhead and direct costs are presumed to differ
significantly from those for accommodations and attractions and based on the lower degree of innate value to the
promotional material of an entity such as reservation services or other providers of gOOds and services which are not
marketing and presenting the images of the Keys which would be inherent in the accommodations and attractions
advertisements.
1-11
Monroe County Tourist Development Council 2004-2005 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 #'s:
· 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 Kingdomllreland travel trade line that is answered by our sales staff at Cellet
Travel Services.
· Germany: 0221-2336-451 (For brochures, videos or rate guides. 0221-2336-450 (Fax)
This is a German travel trade line that is answered by sales staff.
· Fishing Umbrella: 1-888-FISH-KEYS (For fishing video 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 cal/er'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 the Generic Destination Accommodations Guide and/or CD
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 the Generic Destination Accommodations Guide and/or
CD 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 the Generic Destination Accommodations Guide and/or
CD 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 the Generic Destination Accommodations Guide
and/or CD 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 the Generic Destination Accommodations Guide and/or CD
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 2004-2005 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 any district when calling a particular chamber.
Description: 4" x 9" four-color · Weight: 2.8 oz. · First Class: .83~ .Bulk: .27~
Destination/Generic CD: An interactive CD that includes a button for the new Keys Video, a
button for the Destination/Generic Brochure as a PDF File, a button & link that connects to the
official TDC web site and a button for maps and screensavers. A consumer receives this when
dialing 1-800-FLA-KEYS or when requesting information on any district when calling a
particular chamber. Description: CD & CD Sleeve - Weight: 1.4 oz. · First Class: .60~ -Bulk:
.27rf,
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: .5 oz. . First Class: .37~
-Bulk: .27rf,
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. Weight: 1.7 oz · First Class: .60~ . Bulk: .27rf,
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: . 78~ - Bulk: .26~
1-13
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
District I Umbrella I Association Collateral:
Key West Attractions Guide: A membership listing of the attractions, shopping and visitor
centers in Key West. Produced by the Key West Attractions Association. . Available in
German and Italian. · A consumer receives this when dialing 1-800-LAST-KEY or 1-800-FLA-
KEYS. Produced by Key West Attractions Association. Description: 4" x 9", 8 panels, four-
color. Weight: .7 oz. · First Class: .37ft · Bulk: .27ft
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: .55ft .
Bulk: .26ft
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: 1.9 oz. · First Class: .60~ .
Bulk: .27ft
(
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: .30z. · First Class: .37ft .
Bulk .27ft
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: 1.9 oz. · First Class: .60ft. Bulk: .27ft
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-
r\.; 'IS. Description: 4" x 9", 16 pages. four-color · Weight: .7 oz. · First Class: .37ft . Bulk:
.27~
1-14
FULFILlMENI PROCEDURES
c DOWN
LOAD FROM:
I Ch~bers I~
I IDC Office 1- ·
I Tin:ley f/
I
(.... Celle<< 1hlvel Services,U.K
- and "-
Gennany ~
I Tinsley I. ·
I IDC Office V
CALL TO ACIION
1-888-FISH-KEYS
Fishing Tournament Guide _
( & Fishing Video
TO:
Market
Share
I\l'\ \\ l'~l. 11
SHIP TO:
----I Consumers I
-I Trade I
Europ~Ul
iVhtilhollses
I i 110. p. I . 1\.
Iln'\\(' l\.l( 1l11.j\li"dit'lhl
\('111\\ idl (;(Tlll;Ul\
International
Trade
~ International
Consumers
.
-
· I Consumers I
(--
THf nORIDA KHS & KH WfST
MONRO( COUNTY TOURIST D(V(LOPM(NT COUNCIL
Come as you are@
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.
c
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 2004-2005 Marketing Plan
GENERIC MEDIA PLACEMENT
. Consumer Magazines (Dedicated)
1/2, 1/3, 1/4 and 1/6 page, four-color ads will be utilized to target to the upscale seasoned
traveler.
. Consumer Magazines (FLA USA co-op)
Co-op participation in consumer magazines and travel trade publications.
Florida International Travel Planner
Florida Official Travel Industry Guide
Florida Official Meeting Planner Guide
Official Florida Vacation Guide
Official Florida Camping Directory
. Consumer Magazine (Destination Co-op)
Full, two-thirds and half page, 4 color ads with destination property participation
. Internet
Yahoo 1 Google
Search Engine/Search Word listings - Overture
Banner advertising on several magazines' web-sites as added value.
Opt-in direct marketing promotional efforts
. Television
National Network Cable :30 second spots on programs targeted to reach the demographic
profile:
CNNIHeadline News, The Travel Channel, The Weather Channel, History Channel, Home
& Garden Television, MSNBC, CNBC, Bravo, Fox News, and The Food Network.
. Radio
Sixty-second radio spots will be used in-state.
. 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. Pick-ups on Friday
Entertainment Sections will also be incorporated in within in-state newspaper efforts.
. Travel Trade
Ads to create awareness among travel planners both domestical/y and international and
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.
All efforts 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
1-17
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
GENERIC PLAN
Magazines:
Coastal Living
. Circulation: 570,237
· 2/3 Page 4 Color CPM - $20.78
Islands
· Circulation: 230,994
· Page 4 Color CPM - $74.74
Travel & Leisure - Eastern Edition
· Circulation: 525,000
· 1/3 Page 4 Color CPM - $30.45
(
Bride's
· Circulation: 385,000
· 1/2 Page 4 Color CPM- $66.08
The Knot
· Circulation: 265,000
· Page 4 Color CPM - $46.90
Southern Living
· Circulation: 1,186,270
· 2/3 Page 4 Color CPM - $27.72
Islands Weddings
· Circulation: 200,000
· Page 4 Color CPM - $50.07
AARP (50-69)
· Circulation: 850,000
· 1/3 Page 4 Color CPM - $14.46
'-18
Male: 33%
Female: 67%
Median Age: 49.3
MHHI: $125,400
Male: 49.7%
Female: 50.3%
Median Age: 49.1
MHHI: $120,800
Male: 47.1%
Female: 52.9%
Median Age: 50.0
MHHI: $121,000
Male: 5%
Female: 95%
Median Age: 30.5
MHHI: $49,029
Male: 20.0%
Female: 80.0%
Median Age: 27
MHHI: $63,000
Male: 23.0%
Female: 77.0%
Median Age: 48.1
MHHI: $78,995
Male: 32.0%
Female: 68.0%
Median Age: 32
MHHI: $65,000
Male: 41.2%
Female: 58.8%
Median Age: 58
MHHI: $60,736
Monroe County Tourist Development Council 2004-2005 Marketing Plan
Art News Male: 41%
( · Circulation: 82,200 Female: 59%
. Page 4 Color CPM - $68.79 Median Age: 48
MHHI: $205,000
Bridal Guide Male: 11.0%
. Circulation: 220,066 Female: 89.0%
· _ Page 4 Color CPM - $33.66 Median Age: 29.4
MHHI: $50,287
Conde Nast Traveler-Eastern Edition Male: 43.0%
· Circulation: 380,042 Female: 57.0%
. 1/3 Page 4 Color CPM - $23.15 Median Age: 46.2
MHHI: $133,200
The New Yorker Male: 50.4%
. Circulation: 925,000 Female: 49.6%
. 1/6 Page 4 Color CPM - $13.72 Median Age: 51
MHHI: $124,007
New York Male: 42.8%
. Circulation: 442,209 Female: 57.2%
. 1/3 Page 4 Color CPM - $40.92 Median Age: 42.6
( MHHI: $79,201
Texas Monthly Male: 49.0%
. Circulation: 303,089 Female: 51.0%
. 1/3 Page 4 Color CPM - $35.82 Median Age: 41.5
MHHI: $73,000
Atlanta Magazine Male: 33.0%
. Circulation: 66,719 Female: 67.0%
. 1/2 Page 4 Color CPM - $45.39 Median Age: 49.5
MHHI: $133,200
AAA Going Places Male: 40.0%
. Circulation: 2,200,000 Female: 60.0%
. 1/2 Page 4 Color CPM - $7.67 Median Age: 43
MHH/: $59,500
Gourmet Male: 25.0%
. Circulation: 958,974 Female: 75.0%
. 2/3 Page 4 Color CPM - $28.16 Median Age: 47.6
MHH/: $76,205
Bon Appetit Male: 28.2%
. Circulation: 1,302,311 Female: 71.8%
. 1/3 Page 4 Color CPM - $16.79 Median Age: 45.8
MHHI: $85,161
1-19
Monroe County Tourist Development Council 2004-2005 Marketing Plan
( Birding Male: 64.0%
· Circulation: 20,001 Female: 36.0%
. 1/3 Page 4 Color CPM - $34.60 Median Age: 55
MHHI: $95,500
AM World Male: 44%
· Circulation: 2,081,654 Female: 56%
. 1/6 Page 4 Color CPM - $3.10 Median Age: 53.3
MHHI: $90,500
Cincinnati Magazine Male: 58.4%
· Circulation: 28,188 Female: 41.6%
. 1/4 Page 4 Color CPM - $23.34 Median Age: 54.6
MHHI: $114,200
St. Louis Magazine Male: 32%
· Circulation: 30,000 Female: 68%
. 1/2 Page 4 Color CPM - $68.03 Median Age: 49.9
MHHI: $120,000
Raleigh Metro Magazine Male: 48%
. Circulation: 40,000 Female: 52%
. 1/2 Page 4 Color CPM - $64.35 Median Age: 43
( MHHI: $126,000
Source: MRI Fall 2003
2002/2003-Monroe Mendelsohn,
Subscriber Study 2003,
Mark Clements Subscriber Study 2003
(Art News)
1-20
Monroe County Tourist Development Council 2004-2005 Marketing Plan
C..
Generic
2004-2005
Media Spending by Category
(
. Media Materials
5%
C Expenses
2%
. Consumer Magazines
18%
C Talent & Residuals
2%
. International Trade
1%
C Meetings Magazi
2%
[J National Cable
38%
. Camping
1%
I
L .In State Broadcast
r $3,180,000
1-21
Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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AND FLORIDA'S LOWER KEYS
"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."
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Camping · Eco-tourism · Diving . Fishing
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:ate TV
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
o Internet
11%
DAC3
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SPORT ASHING CAPITAL OF THE 'v\ORlD
"lslamorada's past is checkered by a romantically rag-tag lot of Spanish
explorers, Colusa Indians, itinerant fishermen, pirates, sailors, salvors,
treasure hunters, Bahamians, sybaritic expatriates from up North
and people who just generally want to escape."
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Fishing · Historical State Parks & Recreation Areas · Diving
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DAC4
2004-2005 Media Spending by Category
. Internet
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13%
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29%
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6%
$447,003
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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[J In State TV
11%
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DAC5
2004-2005 Media Spending by Category
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7%
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51%
$419,815
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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UMBRELLAS
Consumer Magazines: Targeted specifically to cultural/historical, diving and fishing markets.
2004 . 2005 Umbrella Spending
Cultural/Historic
$195,240
28%
Fishing
$260,000
37%
1-47
Diving
$250,000
35%
Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Monroe County Tourist Development CounciI20Q4-2005 Marketing Plan
Measurability
a) Internet click throughs will be monitored and tracked monthly with placement of
advertising.(Recommend BPA auditing)
b) All selective publications - monthly media response report.
c) Inquiries from trade/meeting publication advertising produces leads to the sales division and
directly to lodging industry. The sales division will track these.
d) VIS phone calls (area of dominant influence) will be traced to media placement.
e) We will track the geographic and demographics of potential visitors to see if advertising is
hitting the market.
1) Conversion studies will be developed by the TDC Market Research Department to measure
the effectiveness of selected media to actual visits.
g) Specific URLs will be placed on select print media at various times throughout the year to
gauge consumer response to advertising.
Different tracking opportunities will come up during the fiscal year not only on the Generic level but
also the DAC and Umbrella level. We will keep all opportunities open to take advantage of these
methods.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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J. Sales
Introduction
The sales team is comprised of individuals who work primarily in the field, within identified
existing markets and potential growth markets. The. sales staff interfaces, one on one with the
travel trade, which includes travel agents, tour operators, incentive planners, meeting planners
and receptive operators. The staff also works with state and regional tourist bureaus, CVB's and
ground, air and sea travel specialists and direct consumer shows, promoting the Florida Keys &
Key West as a destination.
Though the sale$ 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 2004-
2005.
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 gamer industry support in selling the destination.
6. To maintain a strong alliance with, and act in concert with, our industry partners to
project a unified sales force image among the travel trade and allow for cross
selling and/or referrals within Monroe County.
7. To research, target and implement sales and promotional activity in secondary
emerging markets both domestically and internationally.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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8. To educate consumers and travel trade on cultural, historical and nature based
tourism opportunities within the destination.
9. To educate both consumers and travel trade of the diversity of product within the
destination.
10. To promote the diversity of alternative lifestyle markets to the destination.
Goals
1. Increase domestic sales efforts in targeted, specialty consumer markets.
2. Increase direct sales efforts to meetings and incentive planners.
3. Increase efforts in secondary international markets to include Scandinavian
countries and Japan.
4. Increase sales efforts to targeted consumer groups in established international
markets. (i.e. UK and Germany).
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5.
Increase electronic promotional efforts for travel trade industry.
6. Develop two "own a city" campaigns targeting consumers, travel agents and meeting
planners.
7. Enhance travel trade web page to increase agent sales of destination.
8. Develop one international sales mission.
9. Develop audio-visual presentations for sales promotions.
10. Increase co-op opportunities with top domestic and international tour operators.
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Monroe County Tourist Development Council 2004-2005 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 the UK and Germany. Develops and implements
annual sales plan under budgetary guidelines. Uaises with the
advertising agency, public relations agency, research department,
fulfillment houses in Key West, the UK, Germany, 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.
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
(
Sales Manager
Sales Manager
Cellet Travel
Services, Ltd.
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 the UK and Germany in the implementation of our international
sales plan.
(Part time) Responsible for implementing sales plan activity in gay
market. Participates in trade and consumer oriented exhibits and
workshops targeting gay and lesbian travelers and agencies
specializing in gay and lesbian travel programs.
(Part time) Responsible for planning, coordinating and staffing a
destination booth at specialty market expos as outlined by the Director of
Sales.
Maintains Florida Keys dedicated phone line for United Kingdom,
Scotland, and Ireland. Participates in tradeshows, and provides
support for trade professionals and consumer interests. Coordinates
fulfil/ment orders with fulfil/ment house in the UK. Assists in sales
missions and initiates sales calls. Liaises with McCluskey &
Associates PRo
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Cellet Travel
Services, Ltd.
Maintains Florida Keys dedicated phone line for Germany, Austria,
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 Iiaises 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 fol/ow-up. This year
the staff will focus on cultural, historical and nature based tourism 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.
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Methods of Sales
Trade Shows - Organized and established exhibits domestically & internationally. Normally the
format is standard ful/ 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.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Sales Missions - Sales Missions are comprised of an organized delegation of sales people of a
common grouping who travel as a group to a specific geographic area to meet face to face with
customers. Some common activities of a sales mission are appointment calls taking place within
the client's office environment to discuss the various products represented. The mission may also
include hosted breakfastllunch/reception/dinner training seminars and product presentations to
the trade. Typically, this format is by invitation only to pre-qualified agents or meeting planners. A
hosted reception is often appropriate and provides a casual atmosphere in which to network, but
with the clear objective being product exposure. Missions are commonly organized by Visit
Florida and open to statewide participation. Many times, we organize our own Keys mission with
Keys industry. Both are very valuable venues. Almost without exception, the trade customers we
meet with are genuinely responsive, courteous, interested and even grateful.
"Destination Days" occur when representatives from a destination set up a tradeshow
environment within a tour operator, airline reservation center or incentive planners office.
Presentations are given to the sales/reservations agents on how to promote our destination to
their clients and consumers, and to update them on new product and current events associated
with the travel industry.
Sales Calls - Sales calls are comprised of visits to travel trade offices where an appointment is
held, or in a restaurant where the destination representative invites the point of contact to share a
meal. Sales calls can be executed by an individual or in a small grouping of sales people. Sales
calls are effective and the customer is usually pleased that the sales person has taken the time to
visit them personally and provide materials such as brochures, videos, etc. 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. 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. Sales calls are the most effective method of establishing or maintaining 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.
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Monroe County Tourist Development Council 2004-2005 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.
Electronic Marketing- Electronic promotion of our destination using various internet media
including: e-newsletters, brochures, postcards and online sales presentations. E-marketing is
cost effective, reaches an audience that staff would not be able to physically visit, available
across every time zone during business hours, is targeted and trackable. This is an excellent
follow up tool to sales missions, trade shows and keeps established clientele informed on
destination updates. It can also be used as an educational source for meeting planners, travel
agents and tour operators.
Telemarketing - Telemarketing is any sales activity that takes place over the phone. It can be
proactive and soliciting or simply responsive and reactive providing necessary sales support. The
TDC sales office, the media hotline at SNA, the Chambers' VIS lines, and the dedicated UK and
German lines are the telemarketing centers of our organization.
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. Additional/y, we frequently offer brochure distribution
opportunity when it is not feasible to offer delegate participation.
Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally
funds a function or event in return for market exposure of some sort. Sponsorships may range
from a small-scale activity such as a coffee break to a large-scale event such as a trade function
sponsor. All sponsorship participation must be evaluated by its potential benefits.
Lead Generation - The sales staff accumulates leads as a result of almost every effort we make,
whether it is sales calls, missions, trade shows, or incoming office inquiries. The leads are passed
along to the industry either via e-mail with the post trip report or via fax. Timely processing and
distribution of leads is a critical component. The leads may vary in quality, but each lead is
distributed as a result of a direct request from a travel professional. Sometimes this includes
consumers as well.
Follow-Up - Once leads have been obtained and distributed to the industry, follow-up to both our
industry partners as well as to the travel trade is essential in determining the results of a sales
effort. Lead follow up can be accomplished through different methods including: contacting travel
trade to determine action steps taken as a result of our meeting, contacting meeting planners to
determine how many properties responded to their request for proposal or contacting trade
partners to determine booking volume as a result of a training or sales call to a reservation call
center.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
INTERNATIONAL MARKET
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OVERVIEW
After nearly three years of declining numbers, 2004/2005 is poised to be the year of recovery for
the inbound international market. First quarter bookings and inquiries exceeded forecasts, and
pent up demand for travel to the United States is at an all time high. With the elimination of the
SARS epidemic, combat operations isolated within the middle east region and the EURO
currency strength against the U.S. Dollar, confidence in long haul travel has finally returned.
Operators continue to be very hopeful for a strong summer trade and for a complete rebound to
pre 9/11 numbers in 2005.
The international traveler profile is changing, and although slowly at first, these changes should
be explained and addressed in order for the Keys to continue to capture market share from this
very important travel segment.
(
-The Aging of Europe: Most of the western European countries with which we welcome visitors
are approaching single digit population growth. Whereas just ten years ago, our typical
international visitor consisted of a couple traveling with young children, we are now seeing those
children in their teenage years, or empty nesters enjoying long-haul travel sans children. During
the "family years", a trip to Florida included the theme parks and entertainment venues of Central
Florida, whereas the more mature visitor is now seeking more natural and cultural environs as
part of their experience. In some countries the profile has changed so dramatically that the
international visitor is no longer restricted by the school schedule, thereby shoulder seasons are
becoming more popular.
-The Repeat Traveler: In several of the country overviews, our international visitor is a repeat
customer, looking for new and unique experiences. Fly/drive vacations are most favored due to its
independent and flexible itinerary. As this group feels more comfortable with traveling in a foreign
destination, they will seek out of the way places and explore the culture, natural environs and
cuisine that is typical of the region being visited. For this reason, less and less are relying on
guided tours and pre-determined itineraries.
. The Great American Experience: More and more international visitors are seeking destinations
outside of the theme park experience, and are looking towards our National Parks and Native
American culture for "authentic, American experiences." The lure of driving big American cars
across open scenic stretches of highways is very appealing. In many instances, California, along
with New York and Florida, ranks in the top three of States most favored to visit, as the
Europeans look to California being the "gateway to the American West".
Since the events of 9/11, there has been a great consolidation movement across Europe with
respect to tour operators and the travel trade. Almost all international bookings to the United
States are booked through British or German parent companies. The consumer continues to
research their destination of choice on line, but ultimately continues to book through a travel
agent or tour operator. More independent type travel is booked through these agencies, and in
some cases with less lead-time. Tour operators are having to publish their brochures more
frequently or add supplements to showcase the value adds that are available to last minute
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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bookers. Continual communications with the travel trade is crucial in keeping your message and
product in the forefront.
The greatest impetus for a recovery year lies in the currency exchange. Currently, the EURO is at
an all time high, and the GBP continues to hover around the $1.80 rate. As long as these
currencies remain strong, the British and continental Europeans will perceive the United States to
be a great value. This, coupled with a three year pent up demand for long haul travel, provides
the best environment for such a recovery. Travelers will either "trade up" from their usual
accommodations standard booked, or have more discretionary money to spend on attractions,
entertainment, dining, etc., while visiting the destination.
The Keys are considered an "upscale market" destination within the international travel trade
community, and are not geared towards the budget traveler or mass market. The authenticity of
our natural environment, the culture influences associated with our Latin and Bahamian settlers
and the beauty of the Overseas Highway Scenic Drive all combine to make for a memorable visit
by even the most experienced international traveler.
Profiles
Resources used in the information provided below includes Visit Florida Research Department, the Travel Industry
Association of America, the U.S. Consulate Service, Visit USA Committees and the U.S Embassy
(
I.
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, and a majority choose fly/drive holidays
. Average age is 19-40
· Belgians seek a sun vacation each summer
· Belgian travelers are independent, seeking tailor-made trips.
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
· Seeking more "Adventure Vacations" vs. strictly beach activity
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 pre 9/11 numbers in
2005.
. Belgium is the Capital of the European Union
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
C FRANCE
Intemational 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 15 days for fly/drive 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 and history and food
. New York, Florida, and California remain the preferred destinations
. The French customer is generally a repeat visitor
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 French customer is a repeat visitor, who, having experienced the most popular
destinations, is now looking for new activities and destinations.
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 strength of EURO coupled with low airfares 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
GERMANY, AUSTRIA AND SWITZERLAND
International Traveler Profile:
. Florida remains the #1 U.S. based destination for German market travelers
. Average length of stay is 2 weeks
. Main travelers to Florida are now adults w/o children (93% vs. families 6.8%)
. Strong EURO vs. USD may stimulate family business to return
· Shoulder seasons may see increase in visitors due to profile shift from families to couples
. Reasons for traveling: weather, climate, beaches, nature, wildlife
. Top Interest for the Florida Keys: dolphin interaction; Hemingway; snorkel/scuba
diving
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Travel Preferences and Trends:
. Tendency to book last minute long haul travel continues (1-3 months)
. Internet bookings not effecting tour operator business. Represent less than 9% of all
travel business.
. Most tour operators report an increase in fly/drive bookings and FIT bookings
. Greatest growth potential is in "young, active senior" market (over 50) or adults
without children
Economic Considerations and Political Trends:
. Long haul bookings stimulated by favorable exchange rate 1.20 EURO /1 USD and value adds
in trade brochures stimulating demand
. Second print run of summer '04 brochures with re-calcuI ated, favorable pricing stimulates
demand
. The Florida Keys "natural and relaxed" atmosphere appealing to the German speaking market.
IRELAND
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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 California most popular destinations
. The United States earns one half of Ireland's long haul travel market
· 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:
. Prefers sunny, warm destinations
. Destinations "slightly off the beaten path" becoming very popular
· 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
. Average length of stay is 16.9 nights in the U.S.
· Irish visitors (vs. EU counterparts) are more likely to include children on their trip
Economic Considerations:
· Ireland has the fastest growing economy in the European Union
· Industry experts anticipate Irish passenger travel to reach year 2000 levels in 2005
· Since long-haul travel is quite new to most Irish passengers, the tour operators and travel trade
playa key role in recommending our destination to their clients
· U.S. represents good value to the Irish traveler as the EURO gains strength
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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.
· Expenditures by Italian tourists in the U.S. is one of the highest from European countries
. U.S. is perceived as "easy to visit" thus more frequent, shorter trips are becoming the norm
. Average length of stay is 8 nights for Florida market
. Prefers destinations that offer history, culture and nature
· 87% 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:
· Cultural, historical and ecological attractions/activities are preferred when visiting a destination
· 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).
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 Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not
adversely effected by general economic climate.
· Italian tour operator catalogues have a shelf life of only 3 months, compared to the 6 month
shelf life for their British and German competitors.
· The number of travel agencies in Italy has increased by over 40% in the past 5 years.
THE NETHERLANDS
International Traveler Profile:
· The U.S. is the favored long-haul destination
· 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 or active senior market
· Tend to be repeat visitors, come from high income group and speak excellent English
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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 "active 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 EURO currency will positively influence travel
. The U.S. is expected to remain top long haul destination due to marketing efforts
. Increased lift into Florida will positively stimulate Keys exposure to Dutch visitors
NORWAY
C.
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:
. Norway has healthy economic outlook with low unemployment and positive growth
. The introduction of a fifth vacation week may stimulate long-haul travel in shoulder mos.
. Major connecting hubs from Norway to the U,S. are London, Frankfurt and Paris
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SPAIN
International Traveler Profile:
. The United States is most favored long-haul destination
. New York, Florida and California are the top visited markets, with Arizona/Nevada and the
National Parks coming on strong
. Average length of stay averages 7-9 days
. Average age of long haul traveler is 25-45 years
Travel Preferences and Trends
. Visitors from Span usually come during August, when most businesses close for summer
vacation
. 62% travel with families, 32% as couples
. Spanish travelers are late planners. At most, travel agents are contacted 30 days prior to
departure. Tour operators publish summer catalogues no sooner than late April
. 50% of Spanish travelers are repeat visitors and belong to the upper middle class
Economic Considerations and Political Trends:
(
. Spain is a member of the Visa Waiver Program
. Member of the European Union, therefore EURO currency makes long haul to the U.S. very
favorable
. Daily, non-stop service from Miami to Madrid on several carriers make travel to Florida
convenient and economical
SWEDEN
International Traveler Profile:
. The United States is second most favored long-haul destination
. Top three visited states are: California, New York and Florida
. Average Length of stay is 14 days
. Prefer destinations offering sun and beaches
. Prefer budget and mid price accommodations
Travel Preferences and Trends:
. Eco tourism and soft-adventure trips on the rise
. Most travel is conducted June-September
. Average annual growth in number of Swedes visiting U.S, is 8% per year
. Prefer fly/drive packages with "add on" opportunities
. More and more Swedes are traveling to the Keys without a pre-paid reservation
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Economic Considerations and Political Trends:
. Swedish economy is strong; Krona to dollar is strengthening
. Greatest growth potential is in holiday fly/drive tours
. Tour operator market is highly competitive; service and value is key
UNITED KINGDOM
International Traveler Profile:
. Florida captures 37% 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 long haul despite world wide
security and SARS virus influences
. The UK traveler continues to search for new areas to visit. Niche markets continue to grow
which gives some new opportunities for the Keys (Le. diving, sailing, gay market, weddings
and honeymoons)
Economic Considerations and Political Trends:
. The UK has been fortunate in that the worldwide economic slowdown has hit the UK economy
less severely than most other countries
. Competition from other long haul destinations has been diminished due to the SARS epidemic
in Asia and security concerns in North Africa and the South Pacific.
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II. ASIA
JAPAN
International Traveler Profile:
. The US. continues to be the most popular long haul destination
. The top three visited states were Hawaii, California, New York
. The states with the greatest potential for an increase in arrivals is Nevada, California, Florida
. Hawaii will remain at top place
. The active senior traveler is the fastest growing market segment in the Japanese tourism
sector
. Visits mainland for approximately 8 days
. Stays in hotels and condominiums
. Prefers shopping, natural and scenic attractions, "observational tourism"
. Amongst packaged and group travelers, 53% used full package tours involving tour guides
and local guides
. Mainland U.S. visitors are young, with over half under the age of 35, and with very high
household incomes (equivalent to $100,000 USD or more)
Travel Preferences and Trends:
. Japanese prefer to travel in groups
. Peaks in travel to FL are Sept/October and Feb/March
. Access to Baseball Park/Stadiums popular
. One in five Japanese visitors use a tour operator for destination information
. Travel agencies remain the most widely used source for travel information
Economic Considerations and Political Trends:
. Market has been in a decline since 1997, however TIA estimates an increase in arrivals for
2004/2005
. Uncertain economy looking for value or packaged tours
. Yen is appreciating against the USD, making a trip to the U,S, good value
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III. NORTH AMERICA
CANADA
International Traveler Profile:
. Florida remains the #1 destination of choice
. Average age is 45-64 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 has gained strength in relation to the US Dollar, and with hotels offering
more incentives and value adds, this may stimulate an increase in Canadian travel.
. Sun destinations like Mexico and all inclusive resorts in the Caribbean are competitive
( . Canadian economy forecasted to grow solidly
IV. SOUTH AMERICA
ARGENTINA
I nternational Traveler Profile:
. 47% traveled on holiday/ 48% on business
. Top 3 states visited are Florida, NY and California
. Average length of stay in the U.S. is 20.8 nights
. Miami is the No.1 Port of Entry to the US,
. 73% prefer hotels, motels
. 94% are repeat visitors to the U,S,
Travel Preferences and Trends:
. Enjoy shopping, dining out, sightseeing, visiting historical sites
. Many wealthy Argentines travel 2 or 3 times per year to the US
. Argentines tend to be well traveled and will split their travel planning evenly between packages
and FIT bookings
. Rent cars for intra state travel (e.g. Miami to Orlando), but will fly between destinations (e.g.
Orlando to New York)
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. Annually, more Argentines visit Miami than visit Orlando, New York City, Los Angeles, and
San Francisco combined
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Economic Considerations:
. Even with the devaluation of the Argentine currency, travel to the US. is still a less expensive
option than Europe
. Conclusion of the visa waiver program has created a backlog of requests for Visas. The US
Consulate in Buenos Aires receives over 500 requests an hour for visas, with each Visa priced
at $100 USD.
. The top ten tour operators in Argentina generate more than 50% of long haul travel
transactions
BRAZIL
International Traveler Profile:
. Top three visited States last year were Florida, New York and California
. Miami is the number one Port of Entry for Brazilian travelers
. 85% of visitors are adults only
. The majority of Brazilian visitors to Florida enjoy a household income of over $1 OOK annually
. Tends to combine business trip with leisure excursions
. Brazilians tend to travel to FL in July, followed by December and January
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Travel Preferences and Trends:
. Visiting friends and family is the #1 attribute of travel to Florida
. 88% of Brazilian travelers to FL are repeat visitors
. Favorite past times are shopping, gambling and theme parks
. 52% of outbound travelers vacationed with their family
. 62% of Brazilians used a travel agent to organize outbound trips
Economic Considerations:
. New political administration is stabilizing the economy
. Brazilian "real" has lost its value recently, making travel to the US more expensive
. Conclusion of Visa waiver program making travel to the US more difficult
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DOMESTIC MARKET OVERVIEW
Our traditional "feeder" markets continue to be the Northeast and the Mid-west in the winter
months and the Southeast (including Florida) in the shoulder and summer season. There are also
regional markets that have opened up since the inauguration of the regional jet service from
Hartsfield International Airport in Atlanta. Areas in Tennessee and the Carolinas are now
enjoying convenient and more economical jet service from Atlanta to Key West. We will continue
to promote to these geographical locations.
Information gleaned from participation in consumer shows this past season indicated that
consumers were seeking a bargain when purchasing their airline tickets and were comfortable
flying low cost carriers. Most of these low cost airlines (i.e. Jet Blue, Southwest, AirTran, etc.)
utilize smaller, more regional airports. (i.e. Ft. Lauderdale vs. Miami International). A majority of
these airline ticket purchases were completed on line. With the usage of more regional airports,
consumer sentiment indicated that they would consider a twin-center holiday within the Florida
Keys to help break up the drive from Ft. Lauderdale, They were also willing to take their time to
enjoy the scenic drive along the Overseas Highway and visit some of the smaller attractions along
the way. In addition to this trend, where the consumer was looking for a bargain in airfare and
willing to take the extra time to drive to their final destination, they were willing to upgrade their
choice in overnight accommodations.
As more and more consumers seek vacations that include interacting with nature or re-connecting
with loved ones, the specialty markets focusing on Adventure, Honeymoon/Romance and
Cultural/Historical travel will be targeted. All of these market segments prefer upscale
accommodations where service and comfortable amenities are available to them.
Travel trade consortiums like AAA and Virtuoso are areas of focus in the domestic travel trade
arena. AAA Auto Club South is the 3rd largest club in the United States with more than 3.5 million
members in Florida, Georgia and Tennessee. They have 70 branches, 50 of which are located in
the State of Florida. The Florida Keys ranks ~ in most requested destination information in the
State of Florida! In addition, the AAA Tour Book continues to be the leading source of information
for consumers within the printed advertising segment.
Virtuoso member travel agencies are strictly geared to the upscale, discriminating traveler. Less
than 1 % of travel agencies in the United States qualify to be a Virtuoso member. Supplier
members of Virtuoso must also meet strict guidelines and offer exceptional customer service.
Virtuoso agents have long standing relationships with their clients, and their clientele base doesn't
have the time, nor has the inclination of searching the Internet for the best "deal", These travelers
are time impoverished and leave the details of planning a vacation to their travel professional.
Our Visitor Profile Survey reports that almost 19% of respondents said a travel agent
recommended the Florida Keys and Key West as a vacation destination, The staff will look to
increase our relationships with AAA and Virtuoso agents and provide them with educational
opportunities so that they can act as an extension of our sales staff.
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CORPORATE MEETINGS AND INCENTIVE MARKET OVERVIEW
The current corporate and incentive meetings market within Monroe County has weathered the
budget cuts and downsizing that have taken place in 2002 and 2003. More economic activity and
rising corporate revenues indicate a positive future in the meetings industry. Fiscal responsibility
and perception of how corporate dollars are spent has become a leading factor in determining
where meetings are held. Cautious optimism throughout the industry exists even during an
improving economy in 2004, as the underlying and continual threat of terrorism has become a
factor in all business activities. In the end, all economic indicators suggest by the year 2005, the
industry could see the return to substantial growth.
The corporate meeting and incentive market segments remain a vital revenue-generating
component for many of the hotels and resorts throughout Monroe County. This market segment
is invaluable for as a strong group base helps to drive RevPar within the hotel. In addition, group
business drives food and beverage revenues in catering and restaurant outlets, attractions and
shops from attendees who tend to be more upscale and affluent. An attendee of a meeting in the
Florida Keys may also create a huge potential to generate future leisure business.
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Shorter-term booking pace remains evident in all major domestic feeder markets; however, the
industry is trending to the position where hotels have retained the power to set rates. In this
regard, longer term booking requests are resuming in an effort for the planner to retain some
negotiating power in room rate. Security and safety for the meeting attendee remains a major
concern. The trend for companies to stay within US borders has continued to be beneficial for
this destination. The ability to both fly and drive to a Caribbean-like domestic destination is
appealing; however, air accessibility can be an obstacle in persuading a company to choose the
Florida Keys. Increased costs for airline travel in addition to the addition of second generation air
carriers who do not service this destination can also be hinder negotiations.
Geographic marketing focus continues within the traditional feeder markets, such as the
Northeast, Mid-Atlantic, Midwest and the Southeast. Particular market segments that have shown
to have healthy budgets include: incentive, pharmaceutical, medical education, financial and
government markets, An emphasis will be on face to face sales calls in an effort to train and
educate planners, empowering them to become potential sales arms by recommending this
destination to their clients. Additional sales efforts will be made in secondary markets such as
California, the cities of Minneapolis and St Paul, St Louis and the Research Triangle Park region
in North Carolina. Atlanta remains prominent as a Southeast feeder city as many major
corporations have established offices in that region in addition to the city becoming a major
international and domestic gateway, As a unique destination for meetings and incentives, we will
continue to seek meetings and incentive business ranging in size from 15 to 300 attendees.
There are several professional associations which we align ourselves with for assistance in
several areas within the meetings and incentives market. These associations include:
International Association of Conventions and Visitors Bureau (IACVB), Meeting Professionals
International (MPI), Visit Florida (FLAUSA), Florida Society of Association Executives (FSAE),
Tallahassee Society of Association Executives (TSAE), Association Forum of Chicagoland, and
the Hospitality Sales and Marketing Association International (HSMAI).
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GAY/LESBIAN MARKET PROFILE
The Gay market segment continues to show consistent growth, and occupancy levels in the gay
and gay friendly properties have remained high. According to the recent survey of gay and
lesbian visitors to the Keys, most stayed between 3 and 7 nights with the average being 5.45.
Hotels, motels, and resorts captured over 32% of the visitors.
As one of the country's top rated destinations for gay and lesbian travelers, Key West is a place
to be relaxed with its all-welcome, One Human Family philosophy. It is important to maintain the
momentum established both domestically and internationally,
A survey completed recently by Community Marketing, Inc., continues to project an increase in
the gay and lesbian visitors to Key West. The report, conducted online, ranked Key West in the
top six destinations gay and lesbian visitors plan to visit. Most respondents reported income in
the $40,000-74,000 bracket, while forty-nine percent of the gay men and twenty-five percent of
the lesbians reported income in excess of $75,000, When compared to the U.S, domestic
tourism industry, the TIA reported an annual household income of $68,800 with a median income
of $57,800.
Readers of Out and About, a leading Gay travel publication, voted Key West the top 2004 winter
resort for Gays and Lesbians in North America, while the Advocate magazine ranked us the top
summer resort.
With the continued conflict in Iraq, gay and lesbian consumers have not been deterred from
travel. Ninety percent plan travel to destinations in the United States, 45% plan to visit Europe.
Over half of those surveyed indicated they travel to a destination because it is "gay friendly", with
75% choosing a destination based on having a variety of offerings, Repeat visitors account for
64% returning to destinations previously visited.
The marketing efforts toward this segment have included trade shows for both travel
professionals and consumers. Membership in the International Gay and Lesbian Travel
Association offers networking and marketing opportunities, and the Gay Market Sales Manager
currently serves on its board of directors and is Treasurer of the Association.
The destination is also represented at international venues including World Travel Market,
Christopher Street festivals in Europe, and ITB, There has also been considerable press
coverage domestically and in Europe through the efforts of Stuart Newman & Associates,
McClusky and Associates, and the TDC staff. Similar promotions to this market segment will
continue with expansion in the domestic gay press,
The Gay and Lesbian community has more disposable income, and has a propensity for travel
and enjoys sightseeing, local culture, dining, shopping, museums, and beaches. Top motivations
for selecting Key West as their vacation destination include having a variety of things to do,
having been there before and liked it, having a reputation for being gay-friendly, and being safe.
This makes the gay and lesbian market extremely lucrative for our destination. Based on national
population figures, the American gay and lesbian community represents a US $54,1 billion travel
market.
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FY 2004-2005 SALES ACTIVITY CALENDAR
OCTOBER 2005
October 3
Rainbow Festival
Phoenix, AZ.
Registration: $950. Steve Smith
Brochure Distribution available at $50.
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
Luxury Travel Expo
Manhattan, NY
( Registration: $2,500 Jutta Farrer
Co-op participation available to 2 partners at $500.
Building upon the enormous success of Luxury Travel Expo in Las Vegas, Advanstar
Communications is bringing their Luxury Travel Expo to the Northeast this fal/. This premier first
time East Coast event is expected to attract up to 1,500 top-level executives and independent
agents as well as high-end consumers. This showcase is geared towards educating and training
travel agents that purchase luxury travel or whose clients require high-end travel products as their
travel preference,
The first two days will be dedicated to members of the travel trade and the balance open to
upscale travelers and affluent consumers. The agents in attendance will include those who book
leisure travel, corporate/incentive travel and will be represented by various consortia agencies
such as American Express Corporate Travel Services, American Express Platinum Travel
Services, Carlson Wagonlit Travel and Virtuoso Agencies.
This is the perfect opportunity to showcase boutique properties or high end product to the
Northeast corridor during the fall booking months,
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October 8-10
Salon Envie de Partie
Paris, France
Registration: $2,500. Sabine Chilton
This consumer event is held every October, and is attended by all the major tour operators and
their clients, The Florida Keys and Key West has been invited to attend this event in cooperation
with Visit Florida to showcase our destination to high end consumers from the greater Paris
region. In addition to this consumer show, the destination will be conducting presentations and
educational training sessions to top tour operators surrounding the greater metropolitan area who
currently feature the Keys.
October 12-16
DEMA
Houston, TX
Registration:
Covered by Dive Umbrella
Susanne Tortu
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The Dive Equipment and Manufacturers Association is a show specifically geared at the Dive
Industry and its providers. Dive consumers are not in attendance. The show attracts attendance
from all facets of the dive industry including travel agencies and tour operators specializing in dive
vacations and travel.
October 14-15
ITSA (International Travel Services Association)
Key West, FL
Registration: $450, Stacey Mitchell
The 11 th annual General Membership meeting of the ITSA organization is being held in Key West
for the first time. TDC staff will attend as "ambassadors to the destination", welcoming the Buyer
Members (Receptive Tour Operators) in attendance. Participation by Keys partners is strongly
encouraged, as this is the perfect opportunity to meet with product managers from all of the
RTO's located in Florida and showcase your product to the international inbound market.
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October 28
Gay and Lesbian World Travel Expos
San Francisco, CA
Registration: $1,500. Steve Smith
Brochure Distribution available at $50 per partner.
The Gay and Lesbian World Travel Expositions are held in six cities across the United States
(Washington DC. Boston and Philadelphia) and follow a format including educational workshops
and table top exhibits for trade only followed by a 5 hour consumer show.
The Florida Keys and Key West has participated in these venues for the past ten years and
provide a means to network with travel professionals and consumers who travel on a regular
basis.
NOVEMBER 2005
November 1-5
Gay Travel Expos
( Munich, Hamburg, Berlin, Koln, Frankfurt
Registration: $2,500. Steve Smith
Brochure distribution available at $100.00 per partner.
This is a week long gay road show, consisting of tabletop presentations to approximately 100
travel professionals and media in each city.
November 7-10
Florida Encounter with Visit Florida
Orlando, 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 Visit Florida, (850) 488-5607.
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November 8-11
World Travel Market
London, England
Registration: $31,000, Stacey Mitchell
Co-op participation available at $1,200. per delegate in destination booth.
World Travel Market is the UK's largest annual travel trade show. This show will be held at the
ExCel Exhibition Center located in East London. FLAUSA creates a Florida Pavilion for the state
industry to exhibit their products and meet with travel agents, tour operators, and travel media
The UK market has become the cornerstone of the Florida Keys international marketplace. The
Florida Keys will continue to show a strong presence in this marketplace to build on existing trade
relationships as well as identifying emerging "niche" travel markets.
November 10-12
Corporate Meeting and Incentive Sales Calls
Tampa Bay/Metro Area, FL
Registration: N/A Susanne Tortu
( Cooperative participation will be made available for four delegates as an "add on" from Florida
Encounter. 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. Please note that program will begin on Wednesday morning following the conclusion of
Florida Encounter, and will encompass driving to the Tampa area. Participants will be responsible
for booking their return transportation either from the Tampa or Orlando region.
November 12-16
NTA National Tour Association
Toronto, Canada
Registration: $3,000. Jutta Farrer
Co-op opportunities not available per NT A.
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,
consist of pre-scheduled appointments between the travel trade and suppliers. This is the only
appointment event dedicated to the domestic tour operator market.
In conjunction with our attendance at the NTA appointment sessions, we will conduct two days of
sales calls directed to travel agencies and corporate/incentive buyers in the area.
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November TBD
12th 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 sixth 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 2004
December 5-8
Meier's Weltreisen FAM Event
Orlando,FL
Registration: $2,000. Jutta Farrer
Meier's Weltreisen is one of Germany's largest tour operators, The Florida Keys and Key West is
invited to meet with up to 100 of their top selling travel agents and to make formal destination
presentations to the delegation during their educational sessions,
December 14
Holiday Showcase (Association Forum of Chicagoland) and Area Sales Calls
Chicago, IL
Registration: $1,500. Susanne Tortu
Co-op participation available for 2 delegates at $850. each. Co-op delegates must have current
membership with the Association Forum of Chicagoland.
A sell-out show year after year, Holiday Showcase has become the premier Meetings Show in
December. Well over 650 suppliers attend this show, attracting Chicagoland's Association and
Corporate Executives, Meeting Planners and Incentive Houses, and Corporate Travel Managers.
Sales calls will be made to corporate, incentive and meeting planners in the greater Chicagoland
metro region prior to attending this show,
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JANUARY 2005
January 7-9
Adventures in Travel Expo
Chicago, IL
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available, maximum (4) delegates.
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The first day is limited to the travel trade, with the next two days open to consumer
traffic.
January 11-16
Vakantiebeurs
Utrecht, The Netherlands
Registration: $650. Sabine Chilton
( The TDC will have representation at this tradeshow via brochure distribution.
Considered the largest travel and tourism event in The Netherlands, over 150,000 consumers and
travel trade attended in January 2004, First day is limited to travel trade and media only with an
appt based format.
The US. is the number one preferred long-haul destination for the Dutch market, capturing 32% of
the long haul market share. The Dutch prefer warm and sunny destinations, and has a keen
interest in outdoor activities, soft adventure and eco tourism.
January 13-16
Reiseliv
Lillestrom, Norway
Registration: $750,
Sabine Chilton
The TDC will have representation at this tradeshow via brochure distribution. 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 continues to grow. With a Scandinavian Sales
Mission planned later in the year insuring direct exposure to the travel trade, the destination will
participate in the brochure distribution available to Visit Florida partners.
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January 14-16
Adventures in Travel Expo
New York City, NY
Registration: $4,700. Stacey Mitchell/Staff
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure, The first day is limited to the travel trade, with the next two days open to consumer
traffic.
January 25-27
Florida Huddle
Daytona Beach, FL
Registration: $2,300, Stacey Mitchell
Co-op participation not available at this time. Keys exhibitors should contact International
Productions at (407) 856-4747 directly. TDC will coordinate a Florida Keys section if number of
registrants from the destination warrants,
Huddle is a mini Pow Wow computerized appointment show. It is exclusively formatted to
promote Florida product to the international FIT and group tour market. There are only 2 shows
per year designated for the international market: Pow Wow and Huddle. Florida Huddle is not as
cost prohibitive and will give you Florida-specific exposure.
January 28-30
Adventures in Travel Expo
Washington, DC
Registration: $4,700.
Jutta Farrer/Staff
Adventures in Travel Expo is the world's premier event serving adventure, eco and outdoor
tourism enthusiasts and professionals. National Geographic Traveler and Adventure magazines
are the key media sponsors of this event, insuring high end media and travel professional
exposure. The first day is limited to the travel trade, with the next two days open to consumer
traffic.
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FEBRUARY 2005
February 12.15
BIT
Milan, Italy
Registration: $400. Sabine Chilton
The TDC will participate via brochure distribution facilitated by Visit Florida. BIT is ltalys
largest trade show, attracting over 40,000 attendees over a five-day period. With new daily non
stop flights from Milan and Rome into Miami, the Italian market is rebounding, and the Florida
Keys continues to receive requests for information and destination training from the Italian travel
trade. The Commercial Service of the Visit USA Committee/Italy, in cooperation with the TOC, will
pre-schedule appointments for the destination during the first two days of the show.
February 26-27
12th National Gay and Lesbian Consumer Show
New York City, NY
Registration: $5,000. Steve Smith
Co-op participation available at $250. per delegate, limited to 12 delegates.
This show typically draws over 20,000 consumers and travel professionals. Major corporate
sponsors include American Airlines, US Postal Service, IBM, Continental Airlines and United
Airlines. More and more destinations are exhibiting at this show in order to compete for the gay
tourism dollar.
Our presence has grown during the 11 years we have participated, and we encourage continued
industry participation. Our destination continues to be the most popular exhibitor at the show.
February, TBD
"Own a City Campaign"
Raleigh/Durham
Raleigh-Durham, NC
Registration: N/A Staff
As part of our "own a city" campaign strategy, the TDC sales staff will be "blitzing" the
Raleigh/Durham and Research Triangle Park Region metro regions with sales calls and
presentations made to travel professionals in both the leisure and corporate markets. These
areas directly benefit from USAir and American Airlines service routes to South Florida and the
Keys and are regions of emerging growth for our destination
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MARCH 2005
March 5
Palm Beach County Pridefest 2005
Palm Beach, FL
Registration: $300. Steve Smith
Brochure Distribution available at $50 per partner.
Palm Beach Pride offers a low cost way of exposing the destination to high end consumers who
tend to travel during the traditional shoulder and off season months.
March 9
Visit USA Brussels
Brussels, Belgium
Registration: $900. 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.
(
March 11-15
International Tourismus Borse (ITB)
Berlin, Germany
Registration: $25,000. J. Farrer/S. Mitchell
Co-op opportunities available at $950. per delegate. The Florida Keys and Key West will exhibit
within the FLA USA section. We will continue to contract for a consumer and trade booth.
This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must
Attend" tradeshow for anyone who is committed to the International Marketplace. The most
recent Visitor Profile Survey listed Germany as the number two ranked origin of international
visitors, therefore making ITB one of the most important trade events of the year. Our German
market sales and public relations office will coordinate appointments during the trade and media
days, targeting both niche market and mainstream trade.
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March 17
Destination Showcase with IACVB
Washington, DC
Registration: $3,100. Susanne Tortu
Cooperative participation is available at $850 for (3) delegates.
Destination Showcase is one of the most efficient and effective ways to reach and influence
professionals who plan meetings and are responsible for site selection. Each year's event boasts
more than a 4: 1 ratio of meeting planners to exhibitors. IACVB has established the ability to draw
qualified meeting planners and buyers to their trade events in key feeder markets.
March 18-20
Beneath the Sea Dive Show
Secaucus,NJ
Registration: Covered by Dive Umbrella Susanne Tortu
Co-op participation available to the Dive Industry at $250. 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 2004 show and expect to increase exhibit space this
year to 400 square feet.
March 27
Palm Beach County Pridefest 2005
Palm Beach, FL
Registration: $300. Steve Smith
Industry may participate in brochure distribution at $50.
Pride Festivals provide a low cost venue to reach thousands of consumers. Typically the Keys
are among a handful of destinations using this economical venue. South Florida is our most
important summer leisure market and Palm Beach County is within a four hour drive to our
destination.
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March, TBO
Washington, DC / Regional Sales Calls
Washington, DC
Registration: N/A SusanneTortu
Cooperative participation will be made available for four (3) delegates.
The TDC will be conducting a sales mission to the Mid-Atlantic metro area focusing on meeting
planners, group travel planners, incentive houses and corporate conglomerates.
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. The
TDC will be responsible for the coordination of each appointment and ground transportation to all
appointments in the area.
APRIL 2005
April, TBD
Raleigh Southern Women's Show
Raleigh, North Carolina
Registration: $1,400. Jutta Farrer
Women playa major decisive role in planning travel and leisure destinations for the family. Last
year' show survey ranked "Travel" the highest interest amongst attendees at 47%. In addition to
the exposition, this event offers destination seminars for consumers to learn more about exhibiting
companies.
April, TBO
Destination Showcase with IACVB
New York City, NYC
Registration: $3,100. Susanne Tortu
Cooperative participation is available at $850 for (3) delegates.
Destination Showcase is one of the most efficient and effective ways to reach and influence
professionals who plan meetings and are responsible for site selection. Each year's event boasts
more than a 4: 1 ratio of meeting planners to exhibitors. IACVB has established the ability to draw
qualified meeting planners and buyers to their trade events in key feeder markets.
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April, TBD
Corporate Meeting and Incentive Sales Calls
New York Metro Region
Registration: N/A SusanneTortu
Cooperative participation will be made available for four (3) delegates.
The TDC will be conducting a sales mission to the New York Metro region focusing on meeting
planners, group travel planners, incentive houses and corporate conglomerates.
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. The
TDC will be responsible for the coordination of each appointment and ground transportation to all
appointments in the area.
April TBO
North by Northwest
Portland, OR
Registration: $1,200. Stacey Mitchell
This is the only travel trade appointment show solely devoted to the Japanese market. There is a
1:1 ratio of suppliers to Japanese tour operators for two days of business sessions, slide
presentations and educational networking sessions geared towards building new brochure
programs to our destination.
MAY 2005
May2
Pridefest Philadelphia
Philadelphia, PA
Registration: $500. Steve Smith
Brochure Distribution is available at $50. per partner.
Philadelphia hosts the nations largest gay and lesbian festival. This consumer event draws
thousands from the metro Philadelphia region, which is very accessible to the Keys via American
Airlines and US Airways.
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May 3-7
TIA's POW WOW
New York, NY
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 the fall for booth
participation.
May 4
Golden Opportunities with Meeting Spots
Tallahassee,FL
Registration: $1,000. Susanne Tortu
Co-op opportunities available at $250. per delegate; limited to 9 delegates. This evening show
focuses on the extensive Florida Association market, which is critical to the Florida Keys summer
business base. The Florida Association market is one that requires gradual relationship building
and entails consistent sales visitation and networking. All major Florida CVB's attend and the
show guarantees seeing no less than 200 planners.
May, TBO
Sales Mission to Norway, Sweden and Denmark
Oslo, Stockholm and Copenhagen
Budget: $5,000.
SabineChilton/Stacey Mitchell
Co-op participation available at no charge.
The Florida Keys and Key West will be targeting tour operators for destination training and formal
presentations. 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.
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May 12.15
IGL T A Annual Convention
Koln, Germany
Registration: $700. Steve Smith
Brochure Distribution available for $50. Delegates must be registered convention attendees.
This annual event draws over 300 travel professionals. The event continues to grow as the
IGL T A membership now exceeds 1,200. Competition for gay tourism dollars is increasing with
new destinations vying for this lucrative travel segment.
JUNE 2005
June 11-12
Capital Pride
Washington, DC
Registration: $300. Steve Smith
Brochure Distribution available at $50 per delegate.
Washington DC has a very large Gay and Lesbian community, many working in the government
and association sectors. Included in this geographical region are residents of affluent
neighborhoods in both Maryland and Virginia.
June 15-16
HSMAI's Affordable Meetings West
San Jose, CA
Registration: $1,100. Susanne Tortu
Co-op participation available at $850. per delegate with a maximum 4 delegates.
Continuing efforts in developing the California market in the meetings and incentives market, the
TDC will use the auspices of HSMAI and their past proven success with both their National and
Mid-America shows to promote the meetings venues of the Florida Keys.
This year the show will move to southern California. This region of the state is strong on
Aerospace and defense industries. The current climate with Homeland Security budgets and
defense spending will be beneficial to this area because of its existing defense contracting
infrastructure.
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June TBD
Atlanta Pride
Atlanta, GA
Registration: $800. 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
Austin Bridal Extravaganza
Austin, TX
Registration: $1,150. Jutta Farrer
These weekend consumer shows focus on the lucrative bridal, honeymoon and romance market
in the high end Austin region.
Sales calls to the general travel trade to include Virtuoso, American Express Platinum Travel
Services in addition to tour operators located within the Austin metropolitan region will be
conducted either before or after this consumer event.
AUGUST 2005
August, TBD
North Halsted Street Days
Chicago, IL
Registration: $1,100. Steve Smith
Co-op participation available at $175 for four (4) delegates.
This event is in it's 13th year, and has been a sell out the previous eight. The event is the largest
two-day Gay and Lesbian festival, and attracts over 250,000 attendees. The destination
delegation works closely with American Airlines/American Eagle. which is one of the corporate
sponsors of the event.
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August, TBD
CMITS (Canadian Meeting and Incentive Travel Show)
Toronto, Ontario
Registration: $1,500. Sabine Chilton/Susanne Tortu
Co-operative participation available at $550 per delegate.
Canadians are making tracks to your neighborhood in increasing numbers. According to the
latest See North America reports, Canadian travel to the U.S. increased over 29% in 2003, and is
expected to grow even more in 2004/2005. This is due to the Canadian GDP growth, record
unemployment rates and increased consumer confidence.
CMITS attracts the travel industry from all over Canada, and targets corporate, meeting and
incentive planners along with members of the general travel trade.
In addition to our participation in this event, sales calls will be conducted in Toronto and Montreal
focusing on corporate and travel trade business
SEPTEMBER 2005
September 27-29
Incentive Travel and Meeting Exhibition (IT&ME)
Chicago, IL
Registration: $5,000. Susanne Tortu
Co-op participation available at $850. per delegate. Maximum number of delegates limited to 10
participants. Cooperative participation will be solicited beginning November of 2004 for the ITME
2005 show.
The Annual Incentive Travel and Meeting Exhibition takes place in conjunction with the National
Premium Incentive Show, and attracts nearly 20,000 travel buyers. Surveys indicate that 75% of
the audience attend no other incentive show and over 54% of the attendees are the final decision-
makers.
Visit Florida coordinates a "Florida Section" in a high profile area of the convention center, of
which we traditionally register for 400 square feet of booth space. Visit Florida requires from each
cooperative participant an individual "Florida Section Fee" from secondary partners at $100. per
delegate. For additional information, contact Visit Florida, 850-488-5607.
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September TBD
La Cumbre
Miami, FL
Registration:
$2,500.
Sabine Chilton
La Cumbre is the premier travel industry conference for the sales and promotion of travel to the
U.S. from Latin America and the Caribbean. The event features senior executives of major
wholesalers, tour operators, retail travel agencies and U.S. receptive operators to meet during a
computerized appointment show. Attending La Cumbre is the most cost-effective method of
reaching potential customers from Latin America.
Ongoing Sales Efforts
Destination Days
Sales Staff
(
Presentations and destination training will be conducted to travel trade professionals in the South
Florida area. These travel trade professionals include Certified Vacations/Delta Dream
Vacations, Travel Leaders, AAA Auto Club South and Virtuoso Travel Agencies.
Bridal Shows
Sales Staff
In an effort to promote the destination as a viable wedding and honeymoon destination, the
Florida Keys and Key West will be participating in bridal/honeymoon promotional events in key
feeder markets. Co-operative participation will be made available whenever possible.
Electronic Marketing
Sales Staff
In an effort to increase our exposure to all market segments, sales staff will develop electronic
marketing promotions utilizing our current database. These efforts will include electronic
postcards, flash programs, e-newsletters as well as video. These efforts can be utilized as pre-
promotional event notices, follow up tool to trade show participation as well as updates and
periOdic communications to established clientele base.
CELLET TRAVEL SERVICES, L TO.
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UNITED KINGDOM
Services Provided:
Maintain Florida Keys Dedicated Phone Line
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house
Conduct sales calls on behalf of destination
Act as a resource by providing support for trade professionals
Liaise with FLAUSA office in UK
Liaise with McCluskey & Associates Public Relations
Advise TDC and advertising agency on UK market trends & issues
Monthly Sales Report
Maintain strong alliance with Visit USA Association
Personnel, administration, office facilities, consultation, communications
Manage European Financial Operation
Other operating costs
Fee $45,000
Operating Budget:
Trade Events, Exhibits, Promotions, Special Projects:
Activity actual cost exoenses co-ord. svc.
World Travel Market 0 $ 1000 $ 2,000 $ 3,000
Pow Wow 0 $ 1350 $ 3,500 $ 4,850
Manchester ConlTrade $ 3,500 $ 1000 $ 2,000 $ 6,500
Adventure Show $ 4,000 $ 1000 $ 2,000 $ 7,000
Tour America Show $ 2,000 $ 800 $ 1,000 $ 3,800
ITEX Luxury Travel Show $ 3,000 $ 1000 $ 2,000 $ 6,000
Irish Tour Operator Promo $ 240 $ 500 $ 1,000 $ 1,740
Southern Tour Op Promo $ 270 $ 150 $ 1 ,000 $ 1 ,420
Northern Tour Op Promo $ 250 $ 150 $ 1,000 $ 1 ,400
Co-op trade events $ 1,600 $ 800 $ 1 ,200 $ 3,600
Sales News Update $ 8,000 $ 0 $ 2,000 $10,000
Resources $11,740
Sub-total $ 61,050
Total United Kingdom Budget
$106,050
Germany (switzerland, Austria)
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Basic Services Provided
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Maintain Florida Keys dedicated Phone/Fax line (+49 221 2336451/450)
Personnel, administration, office facilities, consultation, communication
Answer calls from consumers and trade professionals
Arrange fulfillment through fulfillment house (presse & Touristikdienst Nentwich)
Act as resource by providing support for trade professionals
Liaise with Visit Florida office in Paris
Maintain strong alliance with Visit USA Committee
Liaise with McCluskey & Associates Public Relations
Advise TOC on market trends, Monthly Sales Reports
Work on set up of niche products (weddings, diving, gay & lesbian, condos)
Misc. operating costs
Basic Fee
$ 23,000
I Operating Budget
J
Costs
Fee
Total
1) Consumer Travel Showsl Trade Shows (brochure distribution)
via Visit USA:
Cologne (with Visit USA; Oec 03-05, 2004) $ 700 150 850
Stuttgart (with Visit USA; Jan 15-23, 2005) $ 700 150 850
( Munich (with Visit USA; Feb 19-23, 2005) $ 700 150 850
(covers registration)
via Visit USA Switzerland:
TTW Montreux - Trade Show in Oct. 2004) $ 150 150 300
(covers registration)
$ 2,850
2) Specialized Shows: Booth & Assistance
ITB 2005, Berlin: Appointment Scheduling, Booth Assist. $ 2,000 3,000 5,000
Gay Pride, Cologne: July 2005 $ 1,250 500 1,750
Gay Pride, Munich: July 2005 $ 1,250 500 1,750
Gay Pride, Berlin: July 2005 $ 1.250 500 1.750
$ 10,250
3) Travel Trade Trainings
Visit Florida Roadshow on Aoril11-15. 2005:
Roadshow going to MUC, STR, DUS $3,000 2,000 5,000
(covers registration, coordination, travel)
1 x VUSA Breakfast Seminar:
Presentation incl. brochure distribution (2005) $750 650 1,400
(covers registration, coordination, travel)
$ 6,400
Costs Fee Total
4) FL Keys Newsletter
_ Production of FL Keys Sales Trade Update $ 3,500 500 4,000
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- Translation of Newsletter $ 2,000
- Direct Mailing of Newsletter with Trade Partners i 4.000
$
500
2,000
4.500
10,500
2,500
7,500
2,500
2,500
5) FAM TOURS (Incentive Fam in Oct. 2004)
$500
2,000
6) Trade Partner Coop
7) Product Inventory
8) Office Resources
Total Operating Budget
$ 45,000
$ 2~000
Total Basic Services
Total Germany (Switzerland, Austria) Budget
$ 68,000
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Memberships
American Society of Travel Agents (AST A)
Hospitality Sales & Marketing Association I ntemational
International Travel Services Association (ITSA)
Travel Industry Association of America (TIA)
International Gay and Lesbian Travel Association (IGL T A)
Visit USA Belgium/Luxembourg
Visit USA France
Visit USA Netherlands
Visit USA Norway
Visit USA United Kingdom
Visit USA Germany
Visit USA Italy
Visit USA Sweden
Receptive Services Assn
Meeting Planners International
Association Forum of Chicago
Florida Society of Assoc Exec
Tallahassee Society of Assoc Exec
International Association of ConventionNisitor Bureaus (IACVB)
National Tour Association
American Bus Association
Resources
$ 465
$1,060
$ 410
$2,100
$ 200
$ 650
$1 ,1 00
$ 700
$ 300
$ 550
$1,300
$ 650
$ 800
$ 385
$ 300
$ 325
$ 175
$ 75
$2,500
$ 525
$ 475
$ 2,455
Total Memberships
$17,500
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( Measurability
Group leads follow up from hotels, Le. room nights, number of pax, lost business (if so, why).
Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries and
fulfillment data.
Annual UK and German market reports.
Annual Sales & Marketing Property Survey reflecting:
Level of travel agent business
Length of stay
Market segment mix, Le. domestic, foreign, corporate/group, leisure/group tour, etc.
Geographical market trends
Post show evaluation to industry partners: Indicating feedback with regards to booking activity and
inquiries as a result of show or sales call participation.
Tour Operator Reports: Current product selling trends within destination.
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Fam Surveys: Indicating travel agent, tour operator or meeting planner feedback in regards to
booking activity as a result of visit to destination.
Monitor visitor profile survey indicating travel trends in different market mixes.
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Public Relations
The Florida Keys & Key West public relations plan is designed to create and take advantage of
editorial and promotional venues. Results achieved utilizing public relations techniques offer
credibility that tends to be measured higher than most marketing promotions. The media is the
lifeblood of effective public relations.
The essential elements of the public relations campaign is message development and positioning
strategy; media analysis and relations; development of contributed news articles; editorial calendar
development; media research; and crisis management communication.
Stuart Newman Associates (SNA), and McCluskey & Associates and its affiliates have been
successful in securing media exposure for the Keys valued at many times the TDC's PR promotional
budget. The agencies target their public relations efforts to ensure a comprehensive marketing
approach with the other elements of the Marketing Plan.
Both agencies will maintain emphasis on cultural tourism and Eco-tourism in all phases of the public
relations program. In 2004-'05, there will be added emphasis on Geo-tourism, with continued focus
on Gay and Lesbian markets, wedding/honeymoon, and the launch of a public relations-oriented e-
marketing program for all market segments.
(
The following proposal outlines a public relations, publicity and promotion campaign for the fiscal year
beginning October 1, 2004.
Objectives
1. Implement public relations techniques to attract new visitors and motivate previous visitors to
return to the Florida Keys.
2. Promote awareness of and bolster the destination's image as a vacation venue that provides
cultural/heritage tourism offerings in both domestic and intemational markets.
3. To promote international, national and statewide awareness and image of the Florida Keys &
Key West as an Eco-tourism destination.
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 select trade shows that attract media.
9. To promote awareness and image of specialty markets
10. Implement a PR crisis management program during significant emergency situations.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Goals
1. Develop separate domestic media familiarization trips on art and history; soft-adventure
excursion; animal rescuers of the Keys and Keys cuisine.
2. Organize a Keys media angling research trip for members of the Metropolitan New York
Outdoor Writers Association.
3. Organize a media event or a series of pre- or post-convention research trips for journalists
covering the November 2004 Association of British Travel Agents convention in Orlando.
4. Develop special PR program to highlight the 20th anniversary of the discovery of the "main pile"
of the Atocha off Key West.
5. Develop two dedicated consumer glossy features in major U.K. publications.
6. Develop four UK/European group press trips concentrating on family travel, eco-tourism,
culture and heritage.
7. Organize a major promotion with Britain's GMTV, the region's top breakfast television show.
8. Develop new PR releases and domestic and international research tours to target multicultural-
oriented travel publications.
9. Produce and distribute a monthly electronic newsletter to opt-in users of website.
10. Develop a PR program for two "Own a City" campaigns for St. Louis and Raleigh/Durham.
11. Organize a Keys-based radio remote broadcast for appropriate one appropriate market station
in New York and one in Atlanta.
12. Produce a new gay press kit with new editorial and photography.
13. Organize a combination international and domestic gay media fam trip, focusing on unique
lodging, attractions, and events.
14. Develop a qualifying event in the Keys for ESPN's Great Outdoor Games.
15. Produce a Keys section for Visit Florida's quarterly newsletter for Japan.
16. Increase the number of travel writer articles.
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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 website. The domestic program will also include Group Media Research trips and
individual travel writers to the destination 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. Virtually all words and picture distribution
is accomplished electronically either via electronic mail, or transmitting to wire service computer
systems.
IMPLEMENTATION
Stuart Newman Associates will center its media relations efforts around cultural, heritage and soft-
adventure 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 available.
Art and History of the Keys: This media trip focuses on the Florida Keys' historical and artistic
richness. It will be timed for February to allow participating journalists to experience the Pigeon Key
Arts Festival, the Art in the Park outdoor sculpture exhibition at Fort Zachary Taylor and a
performance by the Key West Symphony at the Tennessee Williams Theatre _ with opportunities to
interview artists and performers and observe them at work.
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Participating journalists also will visit Islamorada's Rain Barrel and the Stacie Krupa Gallery, kayak
the backcountry with acclaimed photographer Bill Keogh, take a bicycle art tour of Key West
incorporating visits to galleries and working artists' studios take a literary walking tour led by a noted
writer, expand their own creativity through a hands-on painting session, and experience the street
theater and street artists of Key West's famed Sunset Celebration.
Rather than focus solely on arts media, the trip will be open to journalists from a blend of mainstream,
straight and gay, cultural and newspaper publications. Significant free time and individual assistance
will be provided to allow the development of a wide variety of stories.
The trip will also spotlight the Keys diverse historic and museum attractions. Included are, but not
limited to the Hemingway House, the Florida Keys Natural History Museum at Crane Point Hammock,
the Mel Fisher Maritime Museum, Fort Jefferson, Ugnumvitae Key and Indian Key.
Aquatic Adventures (Soft-Adventure Excursion): This media trip allows journalists to experience the
Florida Keys through easygoing water-related adventures. The trip should be geared to outdoor
writers and those who write about family-oriented activities and/or educational vacations. Participating
journalists will dive or snorkel at John Pennekamp State Park and visit the Christ of the Deep statue;
bonefish with an Islamorada guide; partiCipate in a Middle Keys stone crabbing trip with commercial
fisherman; kayak the Lower Keys' back country and snorkel at Looe Key; and take a day trip to Fort
Jefferson in the Dry Tortugas, incorporating swimming and bird watching as well as a tour of the
majestic fort.
e Anima/ Rescuers of the Keys: Throughout the Florida Keys, dedicated staff and volunteers are
devoting their lives to caring for indigenous birds and marine mammals in facilities open to the public.
This press trip will allow outdoor, environmental and adventure journalists to discover the
environmental richness and eco-responsible community that characterize the Florida Keys.
The focus will be on educational tours of the animal rescue facilities, led by their founders and/or
senior staff, highlighting both the wildlife cared for and opportunities for visitors to volunteer. Facilities
will include Key Largo's Wild Bird Center, Theater of the Sea (where partiCipants will experience a
"trainer for the day" course) the Dolphin Research Center (where partiCipants will swim with dolphins),
Marathon's Turtle Hospital, and Summerland's Mote Marine Laboratory. Journalists will also tour the
Key Deer Sanctuary and kayak in the Lower Keys' backcountry.
In Key West, journalists will tour Reef Reliefs new Reef World, travel to the dolphin playground to
view dolphins in the wild, visit the Key West branch of Suncoast Seabird Sanctuary, and attend a
reception at the extraordinary Butterfly and Nature Conservatory.
Accommodations for this trip will focus on small, independently-owned properties throughout the
Florida Keys, including the Hidden Harbor property affiliated with the Turtle Hospital, rather than the
large resorts.
Flavors of the Keys: This trip for food and travel writers will capitalize on the Florida Keys' emergence
as a culinary destination. It will be timed to coincide with the Marathon Seafood Festival in March, and
be targeted to both straight and gay journalists.
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Journalists will dine at selected restaurants throughout the Keys, meet with the chefs and learn about
their specialties and secrets. They'll even attend a cooking class in Key West, where they will learn to
prepare indigenous dishes such as conch fritters and Key lime pie. Highlights will include lunch or
dinner experiences at high-end eateries, a stone crabbing trip in Marathon followed by a stone crab
lunch, and meals in fun and funky places the Keys are famous for.
As well as dining, journalists will explore attractions that contribute to the overall flavor of the Keys,
visit galleries whose artists specialize in food art, and take the guided Cuban Heritage Trail in Key
West to learn about the Cuban influence that flavors so much of the Keys' cuisine.
Metropolitan New York Outdoor Writers Association: The agency has worked with this group five
times with exceptional results in such publications as "Outdoor Life," "Field and Stream," "New York
Daily News," "Newark Star-Ledger" and the "New York Times." These are experienced angler/writers
whose sole focus is on sportfishing. This project was to occur in 2004, but was postponed at the
request of organizers. The agency envisions this project for Islamorada.
"Own a City" Campaigns
This year, in conjunction with the advertising agency and TDC sales, the agency aims to develop two
"Own a City" campaigns where an emerging market is saturated with the Florida Keys message
during a short time period. The agency would effort to penetrate media venues including the market's
newspaper travel or feature section as well as broadcast and Internet venues. Unconventional
communications, such as direct messaging to area school children or a retail chain, would be
explored as well.
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Radio Remote Broadcasts and Promotions
Because the 2004 "Own a City" remote, promotion and contest were so well received in the Louisville
market, the agency is exploring additional radio remote broadcasts, promotions and contests in
strong secondary markets.
These will be planned to coincide with special events that take place during and just after the
broadcasts in the Keys. For example, Nashville is an American Airlines hub; a Nashville promotion
could be planned in May just prior to the Key West Songwriters' Festival and Marathon Offshore
Grand Prix; a promotion and remote with an Atlanta sports station could coincide with a significant
Redbone fishing tournament.
In addition, promotions and remote broadcasts also could be explored with Charlotte, N.C.; selected
cities in Texas; and New York City in conjunction with chosen events.
Individual Media Research Trips
The agency works with domestic media representatives on an individual basis; creating and arranging
custom story-gathering media research trips. The agency stands by, ready to provide needed
support. This can range from simply providing reporters a media kit to personally accompanying
press representatives while in the destination. Those journalists and media outlets unknown to the
agency that request complimentary or reduced-rate accommodations and other services are
researched and qualified by the agency and its affiliates.
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Other Media Research Trips
The agency works with Visit Florida, other Florida TDCs and other organizations in conducting joint-
venture media research trips as defined by their marketing plans.
Website
The PR agency manages two sections of the Keys Web site.
The first, general destination news, alkla Newsflash, is geared to the public. This covers all aspects of
the destination ranging from cultural and special events to fishing tournaments to spot news
opportunities.
Material for generic sections of the website is provided to focus on the history of each district, the
artists and writers who have found creative inspiration in each district, and mini-profiles of some of the
colorful characters who inhabit each district.
In 2004-'05, a monthly e-newsletter will be produced in conjunction with f1oridakeys.com to provide
vacation news to Keys Web visitors who opt in to receive additional information.
The second section of the website is specifically produced for media representatives. Use of the
World Wide Web has grown exponentially during the past several years and has finally become a
staple tool for newsrooms. Continued efforts are made to upgrade the media center of the website
with the addition of more releases and photography with a continued eye to eventual broadcast-
quality video clip distribution.
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Electronic Distribution of Media Materials
The agency has shifted all domestic news release and picture dissemination to electronic mail, not
only providing greater cost-effectiveness, but also resulting in speedier communications. The agency
continues to use and research new, Internet-based release distribution systems. The agency is
examining venues to move broadcast-quality video in this manner as well.
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.
Through contacts with travel and general media, editorially oriented Keys videography continues to
jJ lcrease television story placement opportunities.
News Releases
Agency plans to research and distribute domestic releases to appropriate media focusing on the
following topics in 2004-'05: At least four 'What's New in the Keys," featuring new tourism offerings
and seasonal packages; a 2004 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.
As well as ongoing coverage of annual events, festivals, fishing tournaments and activities throughout
the Keys, the following news releases will be scheduled for creation and distribution during the 2004-
2005 year.
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Top Ten Dive Sites of the Florida Keys: To be chosen in coordination with the Dive Umbrella)
Fishing the Florida Keys: From backcountry to deep sea, an overview to be written with input from the
Fishing Umbrella.
Florida Keys Musical Medley that is to include all local musical organizations including Island Opera,
Keys Community Concert Band, the Key West Pops, Key West Symphony, etc.
Drama in Paradise to be released in November showcasing the season's offerings from all theater
groups in the Keys.
Heroes, Hellions and Heritage is an overview of the colorful history of the Florida Keys.
A Kaleidoscope of Celebrations (to be released in September or October showcasing the year's
calendar of festivals throughout the Keys)
Decades of Diversity Characterize Key West, a historic perspective of the diverse and accepting
nature of Key West for the gay market.
Spot News
I n past years, the focus of press coverage has been on the activities occurring during each festival
and special event. Upcoming coverage of events will continue to be strong, but will have a greater
focus on the historic and cultural elements inherent in the events.
( For example, an Old Island Days release could incorporate a brief overview of the historic
preservation movement in Key West, and information about the prevailing architectural styles. A
release on the Marathon Seafood Festival could feature a section about the colorful history of
commercial fishing in the Keys. An additional release on the Key West Literary Seminar could
highlight the seminar's history and the notable writers who have participated in panels and
presentations over the years, as well as touch on the literary history of Key West.
Similarly, releases will delve more deeply into the cultural aspects of each festival or special event.
Most events have a strong cultural or artistic component, and these will be emphasized in news
releases, press kits and broadcast coverage.
Another goal of both print and broadcast coverage is to provide additional color to events and
festivals by placing increased emphasis on the individuals and personalities involved in them _ for
example, getting a quote about the unique aspects of the Pigeon Key Art Festival from an artist who
has participated for many years; getting quotes about Key West's diversity from a drag queen
contender in the Great Conch Republic Drag Race; including strategies for winning a fishing
tournament from the event's defending champion.
While we generally provide comprehensive coverage on the current year's events, going deeper into
their backgrounds - by offering a richer cultural context and history for each event _ should spark
increased media interest.
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Travel Trade Public Relations
The agency strives for placement of Florida Keys news items in travel trade publications. At least four
times annually it surveys hotel associations, chambers of commerce and other sources for tourism
infrastructure improvements that provide meaningful news. Results are distributed to appropriate
travel trade sources.
Stories regarding major Keys events are rewritten for travel trade publications and the agency
attempts to maintain high awareness of the TDC's sales and marketing staff.
The agency also plans on-site public relations support of TDC sales efforts including but not limited to
Discover America International Pow Wow, World Travel Market and ITB.
The agency invites and coordinates Keys itineraries for visiting domestic and intemational travel trade
journalists.
Local PR Support
The agency contracts with a correspondent in the Upper/Mid Keys and its account executive is based
in Key West, providing onsite support for the Lower Keys and Key West.
These in-Keys personnel enhance story-material gathering, provide personalized assistance to
journalists (i.e., providing story ideas and setting up interviews), cover local and spot news events,
attend District Advisory Council meetings and umbrella conclaves and assist in other important
aspects of the public relations plan.
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Special Events
Special events playa 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 continue seeking various national cable television shows to focus on Keys cultural
and heritage topics.
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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
steering committee, providing the Keys additional input resources for state marketing.
Representation at Journalist Conferences
SNA is one of only 10 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 2004-'05.
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District Programs
The agency's liaisons in the Upper/Middle Keys and Lower Keys/Key West help identify and produce
specific area features and assist in moving journalists on individual story-gathering research
missions.
Umbrella Programs
The agency will provide public relations support, as needed, to fishing, cultural and dive umbrellas.
Separate public relations expense funding is delineated in the umbrellas' respective budgets to
promote events and each specialty market.
GaylLesbian Market Public Relations
The Florida Keys and particularly Key West have been leaders in creating a top-of-mind awareness
- critical to any destination hoping to benefit from the spending that the United States' lesbian, gay,
bisexual and transgendered (LGBT) domestic travel market represents.
Many destinations are copying past efforts of the Florida Keys & Key West, and are fueled by funds
from city, county, state, and (in Europe and Canada) provincial and government tourism offices. The
TDC has managed to maintain an extremely high profile for the destination in the gay and lesbian
tourism market. It is crucial to maintain and grow this profile.
The agency contracts with Key West-based, Gay/Lesbian marketing specialist to provide media
relations support for this market segment.
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The PR program emphasizes the unique quality of the destination to the gay and lesbian market
domestically and internationally, focusing on the overall acceptance of gay and lesbian visitors and
the ways they blend into the community. Secondarily, is the featuring of the unique style of
accommodations available to gay visitors, as well as activities which indigenous to the destination
including gay snorkel trips, sunset sailing, culture and art, and fine dining.
Because the agency feels that the destination is well established in mind presence of domestic and
primary international markets, in 2004-'05 there will be less emphasis on media development at travel
shows and more efforts made to host visiting journalists. However, the specialist will continue
representing the Keys at the National Lesbian and Gay Journalist Association convention.
At least one international and domestic gay media group trip will be staged focusing on unique
lodging, attractions, events and the gay influence in the Keys and Key West. Additional efforts are to
focus on individual media research sojourns.
The gayllesbian specialist will also endeavor to arrange media presence- at events including
PrideFest, New Year's Eve, Womenfest, and the new Oktoberfest in December. And additional
focuses are to include attracting domestic and international gay and mainstream television shows to
the Keys to highlight the destination and offerings that appeal to both gay and mainstream visitors.
Finally, the Key West gayllesbian press kit is to be revamped with story revisions and new
photography.
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PR Activity for Keys Tourism Industry
The agency will continue to produce an as-needed PR Alert, to inform hoteliers and other industry
members of public relations opportunities. The PR Alert is electronically distributed. The agency also
distributes tourism advisories to the Keys Tourism Industry.
Agency frequently conducts presentations at Keys industry organizations to demonstrate how
individual Keys businesses can tie in with TDC PR programs as well as incorporate public relations
into their own business marketing plans
Crisis Management
Perhaps there is no better test of a communications plan than when a destination is directly hit or
threatened by a crisis.
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.
In all situations, a relationship fostered with Monroe County Emergency Management provide
dividends for the TDC, the industry and the visitor, and helped efforts to achieve a speedy economic
recovery.
For 2004-'05, 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 communication skills and resources with local, state and federal
officials. In addition, account supervisor Andy Newman has conducted a hurricane preparedness
workshop for tourism interest at four past Governor conferences.
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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.
Because advance planning is key to alleviating crisis situations, the agency - on behalf of the TDC _
works in conjunction with the Lodging Association of the Florida Keys & Key West to organize a pre-
hurricane season preparedness workshop for the tourism industry.
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.
Crisis management may be needed in situations that involve major traffic accidents, fires,
environmental accidents and sometimes negative media coverage.
International Public Relations Programs
United Kingdom and Europe
The UK is now firmly established as the largest overseas source market for travel to the United
States. A monthly increase in December 2003 to 361,000 United Kingdom arrivals, gave an annual
total of 3,936,000 visitors, +3.1 percent more than 2002.
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While the worldwide monthly arrivals for December marked an overall return of travelers to the USA,
it was the UK that led the way throughout 2003. The final 2003 figure is also very close to the 2001
level and it is now very likely that the UK will be the first major market to retum to the visitor volumes
achieved pre 9/11. It is important therefore that the Florida Keys & Key West continues to focus on
the UK market, and strengthens its high profile media campaign still further.
· Florida continues to be within the top ten destinations for overseas travel out of the UK.
· Tour operator support of Florida is good.
· There is strong consumer knowledge of the USA.
Travel has become to be seen more as a necessity rather than a luxury; consumers are increasingly
taking short and more frequent holidays overseas.
Against this positive background, the British travel market is becoming even more intensely
competitive. As an example, figures released by the Nielsen Media Research System indicate that
international destinations have increased their spending in the British market significantly.
Against this background it is even more imperative that the Florida Keys maximize its third party
endorsement through effective media coverage.
Another concern is the growing issue of visitors now needing to have either a biometric passport or
visa. There has been a high level of adverse publicity about the changing rules and regulations, with
some tour operators predicting that business could slump by 30 percent as a consequence - a bigger
fall than occurred immediately after 9-11.
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The new Homeland Security guidelines are an added public relations task for the destination as well
as Visit Florida and the entire United States travel industry.
Germany
The total number of German visitors to the United States remained static in 2003. The German
economy is still weak, and consumer confidence is relatively low. As stated last year, potentially,
Germany could be a much larger source market to the Florida Keys & Key West. Again, our target
market segments will be high yield, niche audiences. Particular emphasis throughout the year will
also be given to promoting cultural/heritage aspects of the destination, as well as further targeting the
popular eco-tourism, events and gay travel.
Scandinavia
We are extremely pleased with the results of the media campaign in Scandinavia, especially for the
relatively small investment made in this market. Overall, visitor numbers to the US from Sweden
grew by 3.5 percent in 2003, albeit on a relatively small base. We would like to do more in the
Scandinavian market, and will investigate other opportunities - budget permitting.
France
The French market continued to decline substantially in 2003 - with visitor arrivals down more than
six percent. It is unlikely the French market will recover significantly in 2004-2005.
Nonetheless, there is currently a strong media program in place in France, particularly aimed at niche
romance, honeymoon, culture and couples market segments. Since it is the third largest source
market for the US, we recommend maintaining our current level of activity.
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Visiting Journalist Program
The Visiting Journalist Program (VJP) will continue to play an integral and essential role in the
development of the Florida Keys & Key West's profile. This will be maintained both through an on-
going program of group press trips and individual visiting journalists in each of the four European
markets.
Plans include:
· At least two dedicated consumer glossy features for each of the niche markets _ Family (Junior,
Good Housekeeping); Gourmet Keys (Food & Travel, Waitrose Food Illustrated); Gay (Attitude,
ax Magazine); Soft Adventure (Wanderlust, Women's Health)
· Regional coverage by securing a visiting journalist from www.thisistravel.co.uk to write a
syndicated feature to cover many of the UK's regional publications.
· Organize one UK press trip with a focus on family travel.
· Liaise with the appropriate office's in Germany and France to arrange one group trip for each
market. Continental Europe group trips will focus on 'Gourmet Keys', culture and soft adventure.
· Organize one group trip from Scandinavia generally touching on the variety of activities that the
Florida Keys has to offer.
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Broadcast Media
· Secure coverage on one of the UK's prime time terrestrial travel programs such as BBC Holiday
2004-'05 or ITV's How to Holiday to cover the Keys from a family holiday viewpoint, including soft
adventure and gourmet Keys.
· Pitch in ideas to secure a UK celebrity chef to film a culinary-based program from the Keys.
(Saturday Kitchen - BBC 2)
· One German TV travel program - ZDF Reiselust, Fernweh or Nix Wie Raus. Focusing on soft
adventure such as diving, sportfishing and kayaking in the Keys, and Key West.
Promotions
· Agency to secure a promotion with GMTV to run for a week. The competition will air every
morning for five days and feature footage of the Florida Keys & Key West.
· Produce a series of outside radio broadcasts from the Keys with interviews and audio aiming to
achieve between 40 to 50 items of coverage giving a general overview of the Florida Keys but
focusing on an event such as Hemingway Days.
· Gay promotion in the Gay Times partnering with major gay tour operator Man Around to provide a
holiday to Key West to coincide with Pride Fest in June.
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Events
· Arrange a breakfast function for all media on the Monday of WTM 2004 and at ITB 2005.
· Pinpoint an appropriate date for Andy Newman to visit the UK on a media mission and arrange the
appropriate media appointments to build upon the Florida's Keys relationship with key media.
· Provide staff support for a Florida Keys table during 'See America' week and actively encourage
journalists to visit the Florida Keys.
· Coordinate with Visit Florida during the ABT A Convention in Orlando in November with the
intention of securing journalists to visit the Keys following the Convention or stage an event.
Travel Trade Media
UK/European agency will continue to communicate with Cellet to keep abreast of all activities taking
place with trade partners supporting the Florida Keys. In turn agency will regularly communicate key
messages to the travel trade media by exercising the following activities:
· Create PR opportunities around possible sales staff mission in Manchester in November for
the launch of the American Airlines flight from Manchester to Miami.
· Creating regular news stories with new product, airline and tour operator updates.
· Continually monitoring trade publications features lists to take advantage of opportunities for
the Florida Keys.
· Arrange regular meetings with the news and features editorial staff of the major pUblications
(Travel Weekly and Travel Trade Gazette), as well as the freelance writers who specialize in
the USA.
Website/e-marketing
The 2004-'05 program will focus on further inclusion in electronic marketing The UK is further
advanced than continental Europe in savvy marketing through these fields, however collectively
Europe still falls behind USA.
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· Agency plans to develop foreign language components of the media website.
· In addition, agency will endeavor to distribute more press releases and information via e-mail to
media.
· McCluskey International will investigate opportunities with relevant websites to create
opportunities to create links to the Florida Keys website increasing traffic to www.f1a-kevs.com.
· Target specific intemet sites for editorial and competitions in the niche markets including- Family
Travel (www.mumsnet.com, www.handbaa.com, www.ivillaae.co.uk); Gay (www.aav.com,
www.aavwired.com)
Newsletter 2004-'05
If desired, McCluskey International is prepared to work closely with Cellet (UK sales) to research,
write and compile the annual Florida Keys & Key West newsletter to be distributed to both trade and
media.
Other Foreign Markets
Latin America
The agency plans to participate in the 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 continue to 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. The agency
will produce a half-page feature for a quarterly Visit Florida electronic newsletter for Japanese
markets.
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 dollar 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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Monroe County Tourist Development Council 2004-2005 Marketing Plan
Preliminary Public Relations Expense Budget for FY' 2004-'05
( Media materials (Media kits, releases, photo reproduction, CDs, etc.)................ $1 0,000
Postage and Fed Ex ............................................... ................................................ $8,000
Electronic Press Release Distribution.................................................................... $5,000
Media Web Site Development............................................................................... $2,000
Print clipping and broadcast monitoring services (evaluation process) ...............$12,000
Japanese Newsletter......................... ................................................. ................... $2,000
Special events support (those with inadequate funding) ..................................... $80,000
Broadcast support ................................... .............. .............................................. $65,000
Travel journalist, hurricane conferences ....................... ...... .......... ...... .... ...... .......$15,000
Domestic and foreign media research trips (includes allocation for air
transportation, food, etc.)..................................................................................... $85,000
(
PR Alert and and miscellaneous in-county................................................ ............ $2,000
Domestic media development missions.............................................................. $15,000
Spot News Coverage........................................................................................... $61,000
UK/European sub-agency contract, (McCluskey & Associates) ........................$125,000
U K/E u ropean P R expenses............................................................................... $1 00,000
GMTV broadcast promotion................................................................................. $25,000
ABT A convention in Orlando............................................................................... $1 0,000
District PR Stringer Program (funded from DAC Third Penny) ............................$51 ,000
PR stringer expenses.......................................................................................... $1 0,000
Total Proposed PR Expense Budget for FY 2003-'04 ..................................$683,000
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Monroe County Tourist Development Council 2004-2005 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 scriptwriters.
4. Provide local production job opportunities.
Goals
1. Increase location photos on the www.filmkeys.com. website.
2. Increase marketing efforts in the international film production industry.
3. Increase the e-marketing program.
4. Develop incentive program for the film industry.
L-1
Monroe County Tourist Development Council 2004-2005 Marketing Plan
( Implementation
Film Florida
Film Florida is an organization that was founded to promote Florida as a film destination. Made
up of State film commissioners, labor unions, individuals and businesses catering to the film,
television and print industry. Our Film Liaison, served on the Film Commissioners Council and
sat as a voting member on the Film Florida Board in 2003 -2004. Our presence will continue
with Film Florida in 2004 -2005. Our film office in conjunction with Film Florida will organize a
New York marketing mission plus one other marketing reception during the upcoming fiscal
year.
Website
The Florida Keys & Key West Film Office will be making improvements to its current website,
www.filmkevs.com. We have taken comments and suggestions from film industry location
managers and production executives in order to create a site that is geared toward their
needs. The site will be more user friendly with a broader range of information available to
assist production personnel.
(
Additional location photos will be added to Production Point, a locations website geared to
domestic as well as international clientele.
We will also have a presence on the Kemps website. Kemps is an internationally distributed
handbook of production services for the film, television and commercial industry. They have
recently created a website for queries to film commissions and services advertising in their
book.
Location Photo Library
The regular paste up photos along with the digital library will always continue to expand.
Industry guidelines require certain standards be used for location files that we follow and
continue to produce for our library. A data base program driven application created by
f1oridakeys.com & keywest.com has added extra potential to the library site.
Marketing Campaign
The film office will increase its presence in the international markets. Although locations are
somewhat cyclical in favorability, money is what speaks loudest to producer. With US currency
on a down turn, it is more cost effective for international companies to come to the US. We will
have a presence at international trade shows, a direct mail program and ad campaign to the
international client.
L-2
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
New Marketing Tools
Effective July 1, 2004, 2.45 million dollars will be available for Florida's Film Incentive plan in
the Governor's Office of Film and Entertainment. Although, the State of Florida does not have
the largest incentive program in the world or even in the U. S., it is a beginning. We are
hopeful that once proven its worth, we will have greater funds in years to come.
By developing an incentive program in The Florida Keys & Key West we hope to create a
more cost effective environment for producers. The first areas to look at will be production c
rates at lodging facilities. This is the area we have the most difficulty in competing because our
room rates tend to be higher than other locations in Florida and the Caribbean. We will also
look at restaurant participation in the program and parking permits for production companies.
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 2004 - 2005.
(
1. Location Expo is scheduled for Los Angeles in February, attendees include location
managers, location scouts, writers, producers, and directors.
2. Film Florida Conference is scheduled each May. This is an annual meeting and seminars
where industry professionals are invited speakers. This is usually a three-day conference.
3. New York Mission - We plan another New York Mission this year scheduled for the
autumn. The Florida Keys Film Office will coordinate the reception for independent film
makers in the East Village, New York. Attendees are to include producers, directors and
executives from the film and television industry.
4. Los Angeles Mission - The film office plans to partner with the Governor's Office of Film &
Television to coordinate a reception for Los Angeles film makers who came from Florida or
attended Florida Universities. It will be a way to keep Florida on the minds of film makers
and also find out from them what they require in order to make films here.
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.
L-3
Monroe County Tourist Development Council 2004-2005 Marketing Plan
( Location Scouts
Once a production company has been supplied with location photos, video and requested
information, the production company may send a location scout or location manager out to
take photographs of the areas 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 assistance with permitting, facilitation of discussions
and meetings with government officials, law officers, owners or managers of businesses and
properties. This office then assists in locating crew to work on the project, establishing
contacts for specific equipment or props, hotel room and restaurant possibilities and a myriad
of requests that are unforeseen.
The Film Commissioner office also provides information and assistance to the hotel/motels,
crew and property owners in the Keys if they have questions or concerns regarding the shoot.
Information is provided as to what to expect and what to ask for from a production using their
property.
The Film Liaison intends to facilitate a successful experience for both the production company,
local crew and businesses.
Public Relations Opportunities
The Film Liaison will continue to work with Stuart Newman Associates and industry
publications and publicists for production companies to identify PR opportunities in print and
broadcast media for the Florida Keys & Key West.
L-4
(
(
Monroe County Tourist Development Council 2004-2005 Marketing Plan
Measurability
A 'Heads in Beds' report will continue to be submitted as part of the TDC meetings report. This
accounts for productions who have utilized the film commission and/or shoot on public
property and stay in the Florida Keys.
A year end economic impact report based on numbers from the production companies is to be
submitted to the TDC. This includes revenue generated in county, room nights booked,
production days and locals hired
A break down of which production companies have utilized the Florida Keys as a location is
submitted as part of the TDC reports.
L-5
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(. Budget FY 2005
Film Industry Trade Shows
Film Florida quarterly meetings
New York Mission
Locations Expo
Film Florida Conference
Marketing Missions
Registration and Show Expenses
$6,000
Travel Expenses
Air Fare, Hotels, Meals, In-county mileage
$7,900
Dues and Fees
Association of Film Commissioners International
Film Florida
$700
$1 ,500
Communications
postage, phone, FAX, cell phone, pager, e-mail,
800 incoming calls
$6,500
(
Support materials
film and processing, office supplies, promotional materials
vehicle rentals - boat/helicopter and auto rental for
location scouts and escorting location shoots
$7,500
Trade publication subscriptions $400
Production of industry support material
Florida Keys & Key West Production Guide, Production Guide
mailing expenses, WEB site maintenance, database and
mailing support, postcards $13,000
Support equipment
computer programs, etc. $4,600
E & P for Production Executives $3,000
Student internllocation photographer $6,000
Advertising $8,500
Resources $9,400
Total $75,000
L-6
Monroe County Tourist Development Council 2004-2005 Marketing Plan
(
M.
Market Research
PURPOSE:
The most successful marketing strategies are those developed through a systematic process
fueled by research. Market Research is the use of scientific methods to identify and define
marketing opportunities and challenges; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve our understanding of marketing as a process. Market
Research needs to be carried out regularly because of the constantly changing environment in
which we operate, due to shifts in consumer tastes, technological advances, and changes in
economic conditions.
The TDC Market Research department designs and conducts research initiatives focused on
tourism in the Florida Keys, which are then interpreted and presented within the context of wider
industry trends. Ongoing projects are designed to monitor and reveal shifts in demographies,
psychographies, and consumer behavior/motivation 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.
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OBJECTIVES:
The objectives of the Market Research program are:
1. To identify accurate, ready, cost-efficient sources of information regarding travel and
tourism trends, consumer motivation, and economic indicators in order to advance the
development of successful marketing strategies.
2. To continuously gather and track information in order to inform the development and
execution of the marketing plan and any ad-hoc shifts in marketing strategy (e. g.
September 11th, War in Iraq, etc.).
3. To conduct ongoing primary data collection studies of visitors to the Florida Keys & Key
West, as well as potential visitors, including web site visitors and 800-number callers.
4. To evaluate and measure the attainment of overall marketing goals and strategic
objectives.
5. To coordinate with other departments, the agencies, and the public and private sectors in
the provision and use of applied, actionable research to inform the decisionmakin9 process
and measure effectiveness.
6. To further the understanding and utilization of emerging technologies in the field of market
research and strategic marketing.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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The goals of the Market Research program are:
1. To develop a program to integrate economic trend data and forecasting into market
research practices.
2. To create a replicable process for evaluating web site usability and advertising
effectiveness.
3. To develop a Florida Keys-centered focus group research project in major feeder markets.
4. To increase the scope and methods of data collection in tracking the effectiveness of
advertising, sales, public relations, film, and visitor information services.
5. To develop a study of traveler motivation and views on "the Florida Keys experience".
6. To develop market segmentation studies of visitors to the Florida Keys based on interests
including soft adventure, cultural, weddings, and family travel.
RESEARCH METHODS:
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Every research study begins with the identification and formulation of a research question. Once
this has been established, the potential sources of information available to answer the question
are identified. A research design is then developed. Research designs may be either quantitative
or qualitative in nature. Elements of both designs may also be used together in mixed-methods
studies to provide more information than could be obtained from using either one alone.
Quantitative Analysis:
Quantitative research focuses on numbers, logic, and the objective, providing quantifiable
responses to a specific question obtained from a statistical sampling of a target population. While
quantitative data collection techniques can vary depending on the sampling design and the type of
information to be collected, the traditional empirical quantitative technique in market research is
the survey questionnaire. By administering a survey to a random sample of a population, one is
able to draw inferences about the behavior of an entire population.
Survey instruments can include a record sheet for observations, a self-completion questionnaire,
or a questionnaire administered by an interviewer. The medium by which the survey is
implemented can include mail, telephone, face-to-face interviews, e-mail and the web.
Following the collection of data through the survey instrument, the data are coded and entered
into a data file for tabulation and analysis. Resulting summary tables and graphs are the basis for
the final report, which outlines the methodology, details the answer to the research question(s),
and prescribes conclusions and recommendations.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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Qualitative Analysis:
Qualitative research deals in words, images, and tends to be more exploratory and less structured
than quantitative research. Qualitative research includes focus groups, in-depth interviews, and
observational techniques such as the mystery shopper. While the results of focus groups reflect
only a very small segment of the target market, their results offer a far more in-depth
understanding of the target's perspectives or opinions than is otherwise obtainable through
surveys. With qualitative research, the intent is to provide an understanding of perceptions,
feelings, attitudes and motivations.
Market segmentation, the process of breaking the total travel market into smaller, more uniform
groups, is one of the basic principles of tourism development and marketing. It recognizes that
both business and pleasure travel markets have separate segments, each with a unique set of
needs and preferences. By defining markets into segments one can better understand whom,
when, how, and why people travel to the Florida Keys & Key West.
In order to be successful in reaching these target markets, we must not only focus on the needs
and preferences for each group, but also what motivates these individuals to engage in travel in
~he first place. The key to understanding travelers' motivations is to see travel as a satisfier of
need and wants. Once we understand our visitors needs and wants we will be better prepared to
satisfy them.
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IMPLEMENTATION:
Research focusing on potential visitors (inquirers) to the Florida Keys & Key West
Telephone inquiries will continue to be tracked through the VIS software, with monthly reports
;;ummarizing the origin of the inquirer (state, country, top cities and states), the advertising source
(magazines, newspapers, TV, Internet, etc.), as well as interests, month of arrival, mode of
transportation, length of stay, and number in party. Reports will continue to be produced for each
District and the County overall. The software and report functions will be maintained and upgraded
as needed. Call count reports will enable tracking of monthly and annual variations in VIS call
volume to aid operational management. We will track and report data derived from web-based
forms (such as requests for brochures or CD-roms) and surveys. We will continue to report on the
wealth of data gleaned from the Key West Business Guild's Gay and Lesbian VIS database. We
will establish a method of obtaining feedback on usability, conversion, and appeal of our web site
and monitor advertising effectiveness. We will also develop our very own Florida Keys-centered
focus group research project in select feeder markets.
R.::search 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, satisfaction, and trip planning data from visitors to the
Keys. 'Special topic' questions will be added on an as-needed basis. We will continue to track
prior cruise ship visitation in District 1 in order to measure potential for conversion into overnight
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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visits. The data collection will continue to be conducted by an outside research firm, with the data
analysis and reporting performed in-house. We will further develop market segmentation studies
of both actual and potential Florida Keys visitors based on interests including soft adventure,
cultural, weddings, and family travel.
Program effectiveness research initiatives planned for the upcoming year include the annual
'Sales' survey of Florida Keys properties, while gathers detailed information regarding the
composition of their business in order to inform the marketing plan and evaluate the efficacy of our
sales efforts. After completing an extensive revision of the sales survey instrument, we also
developed a separate, specialized survey for those properties which have the capacity to host
meetings business in order to evaluate that segment of their business. 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.
Smith Travel Research data will continue to be utilized on an ongoing basis in order to gauge
lodging industry performance. This. includes the following: a monthly occupancy and average daily
rate report for Monroe County, Key West, and Monroe County excluding Key West overall and by
price tier; and weekly reports from properties which provide data on a weekly basis. These weekly
reports not only provide a useful means by which to assess the impact of special events and
lodging performance over holiday periods but also provide us with quick turnaround of lodging
data than we currently see under the monthly schedule. We will maintain our efforts to increase
sample size so that further segmentation of the data can be implemented.
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Our research partnership with VISIT FLORIDA will continue, as this cooperative relationship has
been essential to keeping our research on the cutting edge. This partnership not only enables us
to obtain timely data pertaining to consumer travel intentions, forecasting, and regional industry
performance but also provides an opportunity to partiCipate in research initiatives we would not
otherwise be able to afford on our own. An upcoming study planned for this year seeks to define
what visitors perceive as 'the Florida Experience' and we will use this as the basis to take a more
Florida Keys-centered look at traveler motivation and their views on 'the Florida Keys experience'.
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
local stakeholder 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. We also plan to further integrate economic trend data into the market research initiatives
which emerge from this office.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
MEASURABiliTY:
The above outlined Market Research projects will include stated objectives, outlined in the form of
a research question, the information expected to be obtained by the project, and the budget, if
any, for the study. Each project will be evaluated after completion to determine if the stated
objectives were met, and to assess the value of the information collected.
Additionally, the Market Research department will provide the means for evaluating the goals and
objectives of other departments and the agencies.
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
C--- MARKET RESEARCH BUDGET
VISITOR PROFILE SURVEY $68,100
OCCUPANCY & AVERAGE DAILY RATE REPORT $6,000
PROJECT RESOURCES $75,200
Web Site Usability Study
Advertising Effectiveness Study
Market Segmentation Studies
Focus Group Research
Sales Effectiveness Research
Traveler Motivation Research
Mystery Shopper Surveys
Other Project Resources
SECONDARY RESEARCH $5,200
Purchase of Secondary Research from Outside Sources
MISCELLANEOUS $5,500
Memberships
Telephone, Fax, Modem
C Postage
Computer Equipmentl Software Upgrades
Conference, Workshop, Seminar Attendance
Data Entry Assistance
TOTAL $160,000
3%
43%
. VISITOR PROFILE
SURVEY
.OCCUPANCY/AOR
REPORT
o OTHER PROJECT
RESOURCES
o SECONDARY
RESEARCH
. MISCELLANEOUS
\
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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. 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 the highest 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 visitor inquiry
analysis and monitors advertising media effectiveness. Research strategies also utilize
lodging data and visitor profile data.
The increasingly competitive nature of the marketplace necessitates a private sector model
of continuous improvement and innovation largely spurred by improved technology.
Utilizing the technology of the day ensures the quality of advertising, sales, public relations
and overall marketing performance for tomorrow.
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In the marketing strategies, methods and implementation sections of the marketing plan,
each area (advertising, sales, public relations, film commission) includes specialized
evaluation criteria to measure performance. Accountability assessment is the sound
measurement of the extent to which stated goals of a specific marketing effort are being or
will be achieved.
Accountability assessment not only measures performance, but also enables review of the
adequacy of our goals and provides us with guidance as to how future marketing
performance can be maximized. Having the ability to make quick adjustments in our
marketing is also an important element of our program. Being able to gather and analyze
data in a timely manner gives us the ability to make changes in plan.
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:
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
· Pre-post tracking studies, which measure users and non-users of our marketing
efforts. Why someone did not respond is as important as why some did.
· More comprehensive studies of how travel information is delivered and used and
the role of technology in the travel planning process. Focus group studies have
continued to show that many travel decisions have very little to do with the
excellence of the destination, but rather with the traveler's emotional need to
travel and their image or perception of the destination.
· The measures of economic impact and return on investment (ROI). What are
the total benefits of a visitor coming to our area versus the cost of attaining those
benefits?
· Qualitative analysis to learn what works in marketing our area, both in the short
and long term. Our assessment of this year's plan should not only grade our
current efforts but should help show us how to make them more effective in
subsequent years.
Some of the criteria or techniques that will be used or planned by the TDC this year to
assess program effectiveness include:
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· VI S reports
· VI S mystery shopper reports
· Occupancy and average daily rate reports
· Competitive data from other destinations
· Focus group studies
· Conversion studies
· Economic & tourism indicators
· Visitor Profile Survey reports
· AT&T reports
· bed tax revenues
· sales tax revenues
· US 1 travel counts
· airport arrivals and cruiseship passenger counts
· ground transportation(Greyhound, shuttles) reports
· reader response cards
· Internet request reports
· Internet advertising click-through counts
· Web site visits
· Web site brochure and video downloads
· electronic lead tracking
· state and national campground reports
· travel agent reports
· receptive operator reports
· meeting business booked by TDC staff leads
· number of meetings booked
· follow-up sales leads reports
· credit card demographics
· European agencies' reports
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Monroe County Tourist Development Council 2004-2005 Marketing Plan
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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.
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