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Item E1 �s E.1 r`, County of Monroe �y,4 ' �, "tr, BOARD OF COUNTY COMMISSIONERS County �a� Mayor Michelle Coldiron,District 2 �1 nff `ll Mayor Pro Tem David Rice,District 4 -Ile Florida.Keys Craig Cates,District 1 Eddie Martinez,District 3 w Mike Forster,District 5 County Commission Meeting August 18, 2021 Agenda Item Number: E.1 Agenda Item Summary #8517 BULK ITEM: Yes DEPARTMENT: Tourist Development Council TIME APPROXIMATE: STAFF CONTACT: Ammie Machan (305) 296-1552 N/A AGENDA ITEM WORDING: Approval of the FY 2022 Monroe County Tourist Development Council Marketing Plan ITEM BACKGROUND: TDC unanimously approved at their meeting of July 20, 2021 PREVIOUS RELEVANT BOCC ACTION: CONTRACT/AGREEMENT CHANGES: N/A STAFF RECOMMENDATION: Approval DOCUMENTATION: Complete 2021 - 2022 Marketing Plan FINANCIAL IMPACT: Effective Date: Expiration Date: Total Dollar Value of Contract: Total Cost to County: Current Year Portion: Budgeted: Source of Funds: CPI: Indirect Costs: Estimated Ongoing Costs Not Included in above dollar amounts: Packet Pg. 1006 E.1 Revenue Producing: If yes, amount: Grant: County Match: Insurance Required: Additional Details: REVIEWED BY: Maxine Pacini Completed 07/21/2021 10:27 AM Christine Limbert Completed 07/21/2021 12:09 PM Liz Yongue Completed 08/02/2021 10:23 AM Board of County Commissioners Pending 08/18/2021 9:00 AM Packet Pg. 1007 I t p } I11II S k'lt i� w, Ft�" - � - ---. — �,,t t 1 �Iti 1 a(t€ 1, 1_ si� ..,r. $, � t, { _,.. I 1 r S 1a,_� i...,•, ,. I: t, ., i -,.1 t_ 1 , jj1 is ff� £_,, as } ,. �i ,. 1 s ,.t_L�{, tt._{ L1t � }�,1t1� _„ 1 i•„� +> �, Ir Sat t tr__ „sr 1 ��... C i sr t}riD }r.i I ��tl) t � s�t• {�sri Si„S . l i 3 x ItYI 4 ;y The FloriddKeys St o ®rne�s you dreg m r,=i ' otaa� �� Pr`. " Maa Key West Big Pine Key&The Lower Keys N JF. COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Table of Contents Section One: The Mission of the TDC I. Vision Statement ......................................................................................A-1 11. Purpose of Plan........................................................................................A-2 Section Two: Situation Analysis I. Product Analysis.......................................................................................B-1 11. Position Analysis ..................................................................................... C-1 III. Prospect Analysis.................................................................................... D-1 IV. Promotional Analysis................................................................................E-1 Section Three: Program Planning I. Program Development i. Goals............................................................................................. F-1 ii. Priorities........................................................................................ G-1 iii. Resources..................................................................................... H-1 II. Marketing Strategies and Implementation i. Advertising..................................................................................... 1-1 ii. Sales & Promotions ...................................................................... J-1 iii. Public Relations ............................................................................K-1 iv. Film Commission .......................................................................... L-1 V. Research ..................................................................................... M-1 Section Four: Evaluation .......................................................................... N-1 THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING 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. .................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' A-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ IL Purpose of the Plan While most of the concepts, processes and methods described within this marketing plan is to help the Monroe County TDC to be more effective in our tourism marketing efforts, this plan has been prepared with a community approach in mind. It focuses on achieving the economic benefits that the tourism industry provides to the residents of Monroe County while being mindful of balancing the quality of life needs of the residents. Success in tourism does not just happen. Built upon an understanding of the tourism system, successful programs are the results of careful planning, marketing data analysis and management. The nature of the marketplace dictates that a comprehensive and integrated marketing approach is needed by the Monroe County Tourist Development Council if it is to remain competitive while providing the economic feasibility for the Florida Keys. The TDC must have a clear direction and understanding of marketing, market segments and market techniques to be effective. The plan must focus on its present situation, goals and objectives, resources, program strategies and evaluation criteria. The following are general guidelines for the planning and development of the Monroe County Tourist Development Council's marketing plan as evidenced in the Table of Contents. Each section is further compartmentalized to address multiple areas. a. Review of the TDC's mission. b. Analysis of the current situation. C. Marketing program goals and objectives. d. Marketing division strategies and implementation. e. Evaluation criteria. The TDC's marketing plan is an evolutionary document, with the flexibility to make adjustments and modifications to strategies throughout the course of the fiscal year. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY EST II COME AS YOU E`- A-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Section Two: Situation Analysis Descriptive profile of the Florida Keys 1. Product Analysis • The Florida Keys is a premier get-away destination located at the southernmost tip of Florida and the continental United States. The beauty and diversity of our laid- back atmosphere makes it one of the most unique vacation destinations anywhere. The Keys has unique advantages for tourism because of the extraordinary and diverse characteristics of the county. These characteristics provide the varied tourism opportunities that appeal to a wide range of travel marketing interests. We have a viable year-round residential community with deep history and proud heritage setting us apart from other destinations. • Tourism is the Florida Keys economic engine-with a current permanent population of approximately 74,000. The Keys business sector and residents are dependent on the economic contribution of the overnight visitors to the Keys. • The Florida Keys is easily accessible by land transportation. The primary mode of travel for overnight visitors to the Keys is by land-based transport. (77%) • The Florida Keys are accessible by air. (23%) 1. Key West International Airport is served by American, Delta, Silver Airways, JetBlue, Allegiant and United Airlines. There are non-stop daily year-round flights to Newark, Dallas, Atlanta, Miami, Orlando, Orlando (Sanford), Fort Lauderdale, Tampa, Charlotte, Cincinnati, Philadelphia, Chicago, New York City (LaGuardia/JFK), Reagan Washington National, Dulles International Airport, Houston, Pittsburgh, Nashville, and Boston. International flights to Havana, Cuba are currently on hold due to the continued COVID border closure; other charter service is available at Key West International Airport as well. 2. Florida Keys/Marathon Airport is a General Aviation Airport currently servicing 45,000 operations (take offs and landings) a year. This full-service airport can handle private, commercial, and chartered flights. 3. Miami International Airport is one of the largest international airports in the United States. The Fort Lauderdale/Hollywood International Airport serves millions of travelers from all over the world. Domestic and international travelers to the Keys can fly into these airports and travel by car, connecting flights, private aviation, shuttle, or bus into the Florida Keys. THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' B-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • Total daily flight operations at Key West International Airport average about 200 per day. Key West Airport passenger totals average approximately 1,000,000 passengers annually. • There are ferry services from the west coast (Fort Myers/Naples) of Florida to downtown Key West. There are a number of marinas in the Keys that allow visitors to arrive on their own boats. • The City of Key West is not currently receiving any cruise ship visitors. • Ground transportation to and from the Florida Keys is available by Greyhound (scheduled in line transportation from Miami International Airport through to Key West), shuttle services from South Florida airports to several destinations in the Keys, major car rental agencies, as well as private and ride share services, and limousine services. Local transportation is available by taxi, trolley, and shuttles and Key West offers public buses and a sightseeing train. • The Florida Keys hosts a variety of accommodations. Lodging facilities in the Florida Keys for vacationers or business travelers include full-service hotels, motels, condominiums, guest houses (inns), beach cottages, licensed seasonal home rentals, licensed short term vacation rentals, camping sites and house boats. The TDC lists over 18,800 rental units throughout the Keys. • The Florida Keys offers camping and recreational facilities available throughout the Keys. • There are just over twenty-four hundred licensed camping sites in Monroe County. Florida Park Service: Bahia Honda State Park Curry Hammock State Park Fort Zachary Taylor State Historic Site Indian Key State Historic Site John Pennekamp Coral Reef State Park Key Largo Hammock State Botanical Site Lignumvitae Key State Botanical Site Long Key State Recreation Area Windley Key State Geological Site National Parks: Everglades National Park Fort Jefferson National Monument (Dry Tortugas) National Wildlife Refuges: Crocodile Lake National Wildlife Refuge (no public access) Great White Heron National Wildlife Refuge Key West National Wildlife Refuge National Key Deer Refuge THE FLORIDAKEYS & KEY WEST J COME S YOU ARE"' B-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Aquatic Preserves: Biscayne Bay-Card Sound Aquatic Preserve Coupon Bight Aquatic Preserve Dry Tortugas Aquatic Preserve Lignumvitae Key Aquatic Preserve San Pedro Underwater Archaeological Preserve National Marine Sanctuary: Florida Keys National Marine Sanctuary • The Florida Keys has outstanding lodging accommodations for everyone. Our accommodations are just as diverse as our visitors. From some of the best camping spots in the country to luxurious hotels, charming guesthouses to full service resorts, we have something for everyone. • The cultural heritage of the Florida Keys offers visitors an array of live theater, arts & craft festivals and is home to many noted authors, musicians, and artists. The visual, literary, and performing arts produces a stimulating experience for visitors to the Keys. There are many cultural events throughout the Keys during the year that include art, music, history, heritage and food. • The Florida Keys has many attractions to offer. The primary attractions for the visitor to the Keys are its natural resources, wide open spaces, year-round temperate climate, parks, and water activities including boating, fishing, snorkeling, and diving. History plays an important role in the Keys experience. Historical homes, lighthouses, museums, and monuments weave an intriguing historical adventure of pirates, wreckers, writers, poets, and artists throughout the Florida Keys. Sightseeing ranks among the highest of visitor activities. • The Florida Keys have a variety of restaurants providing the visitor with many dining pleasures including seafood specialties, ethnic cuisine, local delights, continental and fine dining, with the option to dress up or be Keys casual. • Night life in the Florida Keys offers diverse entertainment including music, dining, bars, theater, and special events. Local and internationally recognized talent adds to the unique experience of the Keys. • The Florida Keys offers some of the best fishing opportunities in the world with over 500 I.G.F.A. world records. Private charter trips are available throughout the Florida Keys in Florida Bay, Atlantic Ocean, and the Gulf of Mexico for either back country, flats fishing to deep sea/offshore fishing on a daily basis and by reservations. Visitors can also enjoy wading, pier, and bridge fishing. • The Florida Keys are positioned parallel to the United States' only living barrier coral reef. The Florida Keys National Marine Sanctuary, surrounding the island chain, protects 2,900 square nautical miles of waters, home to over 6,000 species of marine life and as well as vital seagrass beds and pristine, offshore mangrove- THE FLORIDAKEYS & KEY WEST J COME S YOU ARE"' B-3 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ fringed islands. From coral reefs to culturally important shipwrecks, some dating back centuries, the many artificial reefs along the Keys provide an ideal year-round snorkeling or diving experience. THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' B-4 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ IL Position Analysis In analyzing the Florida Keys' product for leisure tourism and business travel, it is important to identify the current positive aspects of the destination as well as considering those areas which may, by improvement, enhance the Florida Keys' position in the global marketplace. 1. Strengths and assets • branded as a premier get-a-way destination • temperate year-round climate - warm winters • friendly, `laid-back' image • great natural resources to promote ecotourism • our nearshore waters provide wide open spaces conducive to social distancing • offshore island experience within confines of the US • increased access to direct flight service from key feeder markets • a rich cultural heritage within our diverse communities • visual, literary and performing arts destination • a variety of sightseeing attractions • authenticity of our attractions • safe environment • great fishing resources • number one dive destination in the United States • unique RV camping locations • lodging facilities continue to update and upgrade the guest experience • excellent dining available • only living coral reef in North America • surrounded by a National Marine Sanctuary • diversity of overnight lodging facilities • southernmost point of the continental US • a popular wedding & honeymoon destination • close relationship of two large metro airports of Miami & Fort Lauderdale • two airports in the Keys — Marathon and Key West • two national parks • nine state parks • free alternative transportation services available in select districts 2. Weaknesses and liabilities • lack of alternative means of ground transportation from South Florida hubs • negative perception of seasonal storms • lack of traditional sandy beaches • traffic congestion/one road in, one road out • lack of stable service personnel resources • employment turnover rate ...................................................................................................................................................................................................................................................................................................... THE FLORIDA EYS & KEY WEST I COME AS YOU ARE` C-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • lack of affordable housing for our workforce • perception of pricey lodging product • perception of gentrification from long time visitors • service and guest experience shortfalls commensurate with price point While positioning begins with a product, or a destination, the concept really is about positioning it in the mind of the consumer or potential traveler. Consumers are bombarded with a continuous stream of advertising, and their mind reacts to this high volume of marketing by accepting only that which addresses their interests or is in agreement with their knowledge on the subject matter. Therefore, positioning analysis is based on three (3) core concepts: (1) consumer perceptions, (2) consumer preferences and (3) consumer choices. Positioning involves analyzing each market segment as defined by our resources and research data. A marketing position is based on what the consumer is looking for, and what we have to offer within the destination to address those needs. The Florida Keys area premier getaway destination. The Keys are perfect for just taking the time to decompress from the tedium of everyday life. The Keys excel at allowing one to re-charge, re-assess and reconnect with their personal priorities. Getaways can be as varied as an intimate/romantic escape all the way to multi-generational group outings. During the previous fiscal year, the destination was introduced to many first-time visitors whose traditional vacation plans were derailed by Covid restrictions. By having a satisfying experience, an opportunity has presented itself to engage this new concentration of repeat customers to the Florida Keys and Key West for their annual vacation. This fiscal year the tenets of our program will concentrate on the solidifying of the destination's position for the domestic leisure traveler, while re-establishing the area for the anticipated return of international visitation next summer. There is a palpable cross section of the population that will continue to seek reassurance about how and where they will travel. Our warm winter sun, wide open spaces, excellent fresh seafood and laid-back atmosphere lends itself to providing that confidence. Our multi-year repeat visitors will want to know that their favorite lodging of choice, restaurant, server, charter captain and all the characters that make up our tourism industry are still here; healthy and happy to greet them once again. It is these interactions that have established the emotional connection that so many visitors have for the Florida Keys. It is these customers that are integral to our continued success. Next year domestic travelers will have many destinations to choose from, so it will be advantageous for our area to promote those attractions/experiences that are unique to the destination. We are expecting the entire Caribbean basin and the Bahamas to be open for travelers for the coveted winter season. Their advertising campaigns will focus on welcoming the return of their multi-year repeat visitors and some lodging properties may entice bookings by advertising value inspired offers. The competition may be just as ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E C-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ strong as domestic demand is this summer, and to maintain market share, we will concentrate on those attributes that set us apart from other sand, sun and warm weather destinations. For the summer market, the international traveler may finally be able to return after a nearly three-year hiatus. Early data is showing that unbridled demand from the international inbound traveler has the potential of mirroring that of the domestic visitor in 2021. While the international visitor tends to stay longer, we must be aware that the price point for next summer will not mirror that which we are realizing currently. Geo-tourism is about attracting visitors who understand about preserving a destination's community heritage, by helping to sustain or even enhance the geographical character of the place visited, respecting the cultural heritage of its residents along with including the well-being and quality of life of its residents. Now more than ever, travelers, (most especially Millennials), want to not only visit or sightsee, but to learn more about the authentic history and culture of the area and its people. These travelers are ready to act to preserve and protect the natural aspects of the destination. These individuals select destinations that are associated with environmental sustainability. We need to further position ourselves for the experiential traveler; one who wants to learn and interact with people about the destination's history, culture, language, traditions, art and natural environment. Voluntourism is continuing to grow and these visitors share a desire to do something good while experiencing new places by contributing to the destination. We will continue to increase marketing to Millennials to advance our sustainable and geo-tourism efforts. We will also continue to include more diversity in our multicultural marketing efforts. Our promotions will recognize the awareness, image and respect for cultural diversity amongst our residents, and for the visitors to the destination. Culturally relevant communications build relationships, and relationships build brand awareness. Research has consistently shown that multicultural consumers respond best to messages and images that reflect an insight into their culture and the unique ways they perceive the product or service. We must focus on developing diverse marketing promotions and messaging where each group is recognized as an integral part of the overall marketing effort. The Florida Keys benefits significantly from international travelers at different times of the year. These inbound arrivals have historically accounted for up to 30% of our market share. Because of the long-haul travel, international visitors have a tendency to stay longer while visiting and spend more money. Based upon the country's preference of vacation periods, we are able to strategically market the international traveler, and fill in the much needed slow period of visitation to the Keys. Our focus will concentrate on the United Kingdom/Ireland, the German speaking region and Canada. Our secondary markets include France, Scandinavia and the Benelux region. We understand that in FY 2022 we may not see the return of the international inbound market until Easter break. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA EYS & KEYWEST I COME AS YOU ARE` C-3 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Romance and life milestone celebrations continue to be big business in the Keys. The Keys tropical environment lends itself to be a popular destination for this market segment. Lodging properties develop market-specific packages for their guests and has become a reliable source of revenue. Significant birthdays, anniversaries, proposals, destination weddings for both opposite and same sex couples will continue to be an integral part of our promotional campaigns. Website: Fla-Keys.com, The Florida Keys & Key West Travel App, and Digital Services Due to idle time during COVID-19 lockdowns, the average person spent 16% more time online each day than pre-pandemic. This behavior continues even as the pandemic recedes. This boost in digital consumption permeated Fla-Keys.com with website traffic and organic search engine results pages (SERPs), leading to year-over-year increases in site traffic. The Fla-Keys.com site welcomes and accommodates people from all locations, languages, abilities, and devices and invites visitors to experience, explore, and sustain our shared destination while providing travel planning tools that convert website visitors to heads in beds. 2021-2022 Website Redesign We have begun to redesign the Fla-Keys.com website, with an estimated launch slated for the early fall of 2021. Video is a powerful motivator, particularly in affecting travel decisions. The average user spends 88% more time on a website with video; as such, we are increasing the use of video and live webcams to amplify user engagement across all devices. The new design will incorporate even more imagery while reducing copy, the total number of links on each page, and prune off pages that get little to no traffic. New site imagery will be pulled from the user-submitted images in the Photo Adventure database and local photographers to lend further credibility to the brand's authenticity. The site will continue to highlight the principal theme of sustainability while conveying to site visitors a sense of presence and connection. Videos and photography will instill visitors with a sense of our islands' history, culture, the individualistic creativity of our locals, and the one-of-a-kind attractions and Keys' attributes, all of which lends to the uniqueness of our destination. We will optimize the layout of image carousels within the text for content pages, making the pages more interactive and in a "swipe-able" format. These changes will serve to increase site usability, engagement rates, and time-on-site across all devices. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` C-4 MONR�F. COUNTY TOURIST DF.VF.1DPMF.NT COUNCIL. 2021-2022 MARKF.TING PLAN Google's Page Experience Update and Core Web Vitals Over the last several years, Google has made a deliberate effort to return more accurate search results for queries made on mobile devices and prioritize rankings based on which websites perform best on mobile devices. Since 2015, Google has been moving its primary search algorithm to a mobile-first index, expected to be sometime in late 2021. The Page Experience Update and corresponding Core Web Vitals are the following progressions in improving the user experience by making mobile-friendliness, stability, and interactivity vital ranking signals. To meet these expectations, we will be working to.. 1. Reduce Javascript execution —which will reduce page load and increase speed 2. Implement lazy loading — so the user's browser can begin downloading content further down the page, so it is loaded and ready when the user gets there. 3. Optimize and compress images — to decrease file sizes and increase download speeds. 4. Provide proper dimensions for images and embeds — so when a user is on the website, the page does not shift content as other page elements are loaded. 5. Improve server response time — through our continued use of content delivery networks (CDN); a means to store versions of the website in different global areas for faster local loading. Visitor Information Services (VIS) Upgrades Each district's Chamber of Commerce currently provides various VIS for the TDC, including conducting visitor surveys. These questionnaires are conducted in person by a chamber's staff member, using a clipboard and handwritten responses. This method of qualitative survey is less efficient than other, more modern collection methods. As part of the updated contract terms for VIS services, Two Oceans Digital will be providing turnkey solutions for each respective chamber to utilize web-based surveys taken via iPads or Kiosks. Additionally, these digital terminals will also use the new online reservation system for visitors to search for area properties and book those commission- free. Each chamber's booking widget will be tagged to identify reservations booked via the chamber's efforts. We expect these innovations to increase chamber efficiencies, provide higher data capture rates, and be more engaging and less invasive for our visitors. Recovery Lodging System Improvements https://fla-keys.com/recovery-lodging Working closely with and under the direction of NewmanPR, we have built the Recovery Lodging website feature, which assists first responders, utilities, local officials, and residents to identify available lodging after a storm or other disrupting event. Area lodging properties can manage their available inventory and note the amenities available, such as Wi-Fi, food on-premises, parking for large vehicles, etc., to facilitate recovery efforts efficiently. THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` C-5 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Though the Recovery Lodging system is currently ready for activation if necessary, additional cosmetic and functional improvements for the next fiscal year include adding property images, tying the system into the commission-free online reservation system, and greater analytics reporting post-event. A reminder to lodging properties will be emailed via NewmanPR's alert system before hurricane season, ensuring the most up- to-date information is listed. Commission-Free Online Reservations: Capabilities, Upgrades, and Integrations hftps://Iodging. - Now that the new commission-free online reservation system is online, we continue to aggressively reach out to Keys properties that do not have their availability and rate information (ARI) naturally drawn from their existing global distribution systems (GDS) or central reservation systems (CRS). Our goal is to have every participating property's ARI pulled automatically without any effort from our lodging partners. In the 2021-2022 fiscal year, we will begin to include detailed metrics from the reservation system as part of our regular reporting. Data metrics can consist of total room revenue, the number of system reservations, average daily rate, the average length of stay, booking window, top booked properties, search filters used, and numerous other insights. We will also analyze site usage trends, such as the user's page when they chose to use the reservation portal. This information can be used to effectively gauge site/page usage, interactivity, and ultimately conversions. We will add 'Book Your Stay' calls to action (CTAs) in the event calendars, integrate the reservation system into the Florida Keys & Key West app, provide trackable booking widgets to TDC funded events, and build remarketing/retargeting lists of users who engage the reservation portal but do not complete their reservations. Streaming Web Cams Year over year, the live webcams continue to be the most popular feature on Fla- Keys.com, which now offers over 50 different locations throughout the Keys. The destination's webcams are an effective marketing tool offering real, unedited views of the area, lending credibility and authenticity to our message. Due to a change in the backend streaming network provider, we can now enhance the webcams with new features, including having the cameras take snapshots throughout the day, so that come nightfall, a timelapse of the day's events can be presented. We can also embed the live webcams into Facebook and YouTube, which will increase our social engagement and draw greater awareness of the uniqueness of the Florida Keys & Key West. Additionally, we can allow our site visitors to control the web cameras and choose one of the available preset views. Each user will be allowed a specified amount of time to control the views before the controls are passed to the next visitor. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` C-6 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TI CS PLAN ............................................................................................................................................................................................................................................................................................ The Florida Keys & Key West Travel App In 2021/2022, we plan to expand the number of points of interest (POI) and add video into each POI's narrative. In response to user feedback, we would like to change the driving tours to auto-play when the user approaches the POI rather than providing an alert that must be selected to begin the narrative. We will also be adding the new online reservation system into the app so that users can quickly find nearby accommodations. Finally, with the help of third-party solutions and beacons strategically placed throughout the destination, we would have the data to understand how our visitors are spending time in the destination and open the door for an entire suite of Proximity Marketing and custom push messaging capabilities, which could be used by the destination and area businesses to offer timely, relevant messages. Virtual Reality (VR) / 360 Degree Images We have begun and will continue to shoot VR 360-degree images throughout the Keys. These images can be used in virtual reality environments, the destination's app, display advertising, and embedded into webpages where users can move their mouse or finger around the picture to see the view from all directions. These immersive images will increase time on site metrics and engagement levels. By uploading these images into Google Places, we will capture new audiences unfamiliar with the destination and have an interactive means to showcase our natural resources and other destination attributes to an entirely new audience. Virtual reality experiences allow travelers to experience our destination from the comfort of their own home and can be the difference in whether they ultimately complete a booking. Automate User-Generated Content (UGC) with CrowdRiff User-generated content (UGC) is highly regarded and trusted on the internet, including images and reviews submitted by users. In the current site design, UGC is repurposed from the image sharing micro-site, Photo Adventure; however, changing out site images is a manual process and is less engaging than other technologies currently available. Additionally, as photo/video sharing platforms like Instagram have grown in popularity, users are less inclined to take the extra time needed to submit an image into the Photo Adventure platform. CrowdRiff ( tt s1/crow riff.co ) is a SaaS provider that automatically delivers regular, fresh site content contributed by our visitors through their existing social media channels in a moderated format that reduces the friction of having users submit to multiple outlets. This functionality will allow for a constant stream of the content most trusted by online users while accumulating high-quality images for use by the destination in all other forms of marketing and promotions. With CrowdRiff, requesting commercial use of an image from the person submitting it is straightforward. This regularly updated library of curated images would not only provide rich content for sales, advertising, and public relations efforts, it would dynamically update the Fla-Keys.com site with new imagery for site visitors. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E` C-7 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Integrate Google Translate API into Foreign Websites Visitors accessing the destination's site from foreign countries are routed to one of five international websites translated, where applicable, by native speakers, including the following: • fla-keys.fr • fla-keys.de • fla-keys.nl • fla-keys.it • fla-keys.be Because Fla-Keys.com is constantly being updated with news, events, and listing information, it is not possible to manually translate and update our foreign sites with this ever-changing content. All the international websites currently use the free Google Translate widget so that our foreign visitors can translate the page through a manual dropdown menu function. In 2021/2022, we will reprogram the foreign sites to utilize the Google Translate application program interface (API) (https://cloud.qooqle.com/translate/) so that the site language translations run at the server level. Using the Google Translate API allows automatic conversion of any page delivered from the server database in the language of the respective site visitor, providing a more personalized, full-site experience for the user. Search Engine Optimization (SEO) (constantly ongoing) Since the leading source of travel planning for leisure travelers are search engines, Fla- Keys.com must continue to position itself in the top rankings during an organic search. From October 2020 through June 19, 2021, organic search traffic was again the leading source of website traffic, representing 46.5% of all website visits. As mentioned earlier, Google is placing more emphasis on users' Page Experience and site download speeds as part of its ranking algorithm; we will continue to increase both. We have already implemented HTTP/2, which can produce a 55% faster page speed. As voice search continues to grow in prominence, our efforts are to format our most usable and applicable data to this search method. We will continue to add schema throughout the site, helping our content be featured in the Knowledge Graph and rich snippets. It is reported that there are over 1,600 changes to the search algorithms each year. While no definitive search ranking blueprint currently exists, an emphasis on providing the best user experience while maintaining SEO best practices will give the best outcome available. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA EYS & KEY WEST I COME AS YOU ARE` C-8 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Website Analytics, Tracking & Reporting Unlike any other form of marketing, digital media is 100% measurable. Technical advances in recent years have enabled marketers an increased understanding of the customer journey on their path to purchase. We continue to analyze our site analytics and optimize our content and user experience to reduce friction and help guide down funnel actions. With the new online reservation system in place, we can begin to report on conversions of room nights booked, and with the Google Campaign URL Builder, trace the conversion back to the source of the traffic. We continue to use SaaS tools, like SEMRush, Screaming Frog, Google Search Console, Bing Webmaster Tools, Majestic, BuiltWith, and numerous others, which give precise recommendations for increased SERP rankings. We will continue to provide detailed reporting on our website and individual districts for each TDC and DAC meeting. Standard website metrics that we will continue to track include: • Website Traffic Report o Users / New Users o Sessions / Sessions per User o Pageviews/ Pages per Session o Average Session Duration o Bounce Rate o Native Language of Users o Traffic Sources o Most Visited Sections of the Site o Device Type Usage o Ad Source to conversions • Online Reservation Portal o Total room revenue o Number of system reservations o Room nights o Average daily rate o Average length of stay o Booking window o Conversion rate ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E C-9 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ o Top booked properties o Property types o Reservations by country, state, and city o Search filters used o Lodging supplier performance and analytics o Check-in day distribution & top check-in dates o Sessions, pageviews, pages per session, bounce rate, and time on site o Age distribution, gender, device type, search page scroll depth • The geographic location of visitors as a whole and by DAC at the following levels/markets: o World and countries o The United States and states o Florida and cities o Canada and provinces o United Kingdom ...................................................................................................................................................................................................................................................................................................... THE FLORIDA EYS & KEY WEST I COME AS YOU ARE` C-10 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ M. Prospect Analysis The Monroe County Tourist Development Council is charged with the responsibility of identifying target markets which, primarily based on research, have generated the highest return for investment for the destination. Strategic programs implemented by the TDC to target these markets are outlined in this document from Section Three: Marketing Strategies and Implementation. 1. Domestic Markets • Primary • Florida (Miami, Fort Lauderdale, Tampa-St. Pete, Orlando, West Palm Beach, Ft. Myers-Naples and Jacksonville) • New York, Chicago, Philadelphia, Boston, Washington, D.C., Detroit, Atlanta, Charlotte, Nashville, Houston, and Dallas. • Secondary • Indiana, Alabama, South Carolina, Connecticut, Missouri, Wisconsin, Colorado, Tennessee 2. International Markets • Primary • Canada, German speaking countries, United Kingdom-Ireland • Secondary • Benelux (Belgium, Netherlands, Luxemburg), Italy, France, Scandinavian countries 3. Market Segments A. Historic/Cultural Market B. Soft-Adventure Market C. Ecotourism D. Geo-tourism/ExperientialNoluntourism E. Fishing Market F. Diving/Snorkeling Market G. LGBTQ Market H. Gen X/Youngest Baby Boomers I. Millennials and post millennials J. Weddings/Honeymoon/Celebrating Milestone Events Markets K. Boating Market L. Culinary/Foodies M. Family and generational travel N. Travelers with Disabilities O. Getaway Traveler P. Travel Trade Industry 1.Travel Agents ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY EST II COME AS YOU ARC.<- D-1 N �F- COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2.Tour Operators 3.Wholesalers 4. Meeting Planners Q. Multi-Cultural and Heritage Travelers ............................................................................................................................................................................................................................................................................................................. THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- D-2 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ W. Promotional Analysis 1. Promotional Events The promotion of special events is a very important part of our overall marketing program. Multi-day events have traditionally drawn visitors to our destination. Events have also provided visitors who may not have been aware of a certain event, the opportunity to participate with others while on vacation and share their experience. This develops return visits and adds new awareness of things to do for future visitors, and potentially "closes the sale". We have marketing funds available for sponsored events in each of our districts. The TDC establishes a Request for Proposal and the District Advisory Committee (DAC) allocates funding for that district's destination events. Most event funding is for advertising only, however, in cases that involve the highest level of economic impact to their district (such as a high volume of room nights and visitor expenditures), a turnkey operation is considered. There are also cultural events promoted through the TDC Cultural Umbrella, and fishing tournaments promoted by the TDC Fishing Umbrella. These specialized events serve the same purpose as generic events. All event funding recommendations by the District Advisory Committees, Cultural Umbrella and Fishing Umbrella Committees are reviewed and require approval by the TDC. These events are evaluated by their ability to draw overnight out-of- county visitors; offering of activities for visitors; and the marketing of the awareness and image of our destination. 2. Capital Projects and Improvements The Tourist Development Council has revenues other than for advertising for discretionary use to enhance and support the specific tourism development efforts of a district. One of the uses is capital projects. The attraction of visitors to the area must be one of the capital project's main purposes. The capital project must be a publicly owned and operated facility or owned and operated by a not-for- profit organization and open to the public. Capital improvements can include beach improvements, beach maintenance, re- nourishment, enhancements and clean up where there is public access to the beach or beach park area. Improvements may also include those associated with channels, estuaries or lagoons. Capital projects are integral to the upkeep and improvement of our visitors experience as well as for our residents. It is important within the descriptive profile of our product that we have public facilities such as museums, auditoriums, theaters, recreational areas, nature centers, beaches, and other historic and cultural attractions for our visitors. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- E-1 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Although these projects are primarily to promote tourism, another important aspect to funding these improvement projects is that they not only benefit the visitor experience, but also the residents of Monroe County. TDC funding of capital projects improves the infrastructure of these public facilities, beaches, nature centers and historical places of interest, while offsetting a potential additional tax burden on the residents. It also enhances the local culture and supports the mission or vision statement of the Tourist Development Council as it relates to the quality of life of our residents. The District Advisory Committees, with input from Monroe County, local municipalities, chambers of commerce and general public, formulate a vision of what each community would like to see developed, improved or maintained in accordance with state statutes with the primary purpose being tourism. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- E-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Section Three: Program Planning L Program Development i. Program Marketing Goals a. Develop overall program which protects the county's economic viability while balancing the environment and quality of life for residents. b. Protect the destination's brand image in a hyper-competitive field. C. Promote the variety of Lodging Accommodations throughout the Florida Keys. d. Promote arts/culture offerings. e. Incorporate sustainable tourism messaging across all campaigns. f. Promote to Romance Travel/Life Milestones markets. g. Promote multi-district visitation. h. Re-establish market share of international visitors. i. Re-establish group and incentive meeting business travel. j. Increase awareness of the Keys to the film industry as an alternative to off shore locations k. Increase fishing industry travel. I. Increase diving and snorkeling business. M. Increase LGBTQ+ travel. n. Increase family travel/multi-generational travel. o. Utilize website booking engine and new research analytics to measure program effectiveness. P. Continue marketing program for travelers with disabilities. q. Measure effectiveness of sustainable tourism messaging. r. Promote "only in the Keys" attractions and experiences. S. Increase our marketing efforts to Millennials/older Gen Z. t. Increase our marketing efforts to multi-cultural visitors. U. Promote "wide open spaces" imagery. ....................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- F-1 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN ............................................................................................................................................................................................................................................................................................ V. Increase awareness of alternative transportation options. ....................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC" F-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ ii. Top Marketing Priorities a. Position the Florida Keys as Florida's premier get-away destination for US and international markets. b. Promote brand/image awareness. C. Promote markets that will have the most significant positive economic impact on the lodging industry, the local economy and Monroe County residents. d. Promote historical, heritage, environmental, artistic & dining programs. e. Promote sustainable tourism. f. Encourage capital projects that improve tourist related facilities that also benefit residents. g. Promote the Fishing Industry. h. Promote the Dive and Snorkeling Industry. i. Promote LGBTQ travel. j. Identify and market to the visitor for longer stays. k. Promote to targeted, key feeder international markets. I. Promote "only in the Keys" experiences to set the destination apart in a highly competitive field. M. Promote awareness of non-stop airlift service encouraging less vehicular traffic. n. Diversity in multicultural marketing communication. o. Promote Family/Multi-generational Travel. P. Promote Romance/Life Milestones market. q. Promote to travelers with disabilities. r. Develop new and updated research programs. S. Promote user generated content on social media platforms. .......................................................................................................................................................................................................................................................................................................... .SHE FLORIDA EYS & KEY WEST I COME AS YOU ARE` G-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ t. Promote alternative transportation options from South Florida hubs and within districts. .......................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` G-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Resources (to execute program planning) a. Board: Monroe County Tourist Development Council b. DAC's: Monroe County District Advisory Committees C. Staff: • Marketing Director - Senior executive executing the goals, objectives and policies set by the TDC • Office Manager - responsible for daily operation of the Administrative Office - monitoring budgets • Director of Sales - responsible for coordination of sales effort both domestically and internationally • Director of Research - responsible for the coordination of research as it relates to requirements of TDC • Administrative Assistant - responsible for the coordination of daily office duties through the direction of Office Manager • Finance Assistant - responsible for annual report, reviews invoices & reimbursement requests, assistance in other areas of operation • Administrative Secretary - responsible for reception, telephones, assisting with meeting preparation and general office duties • Office Assistant - responsible for reception, telephone, administrative support and general office duties • Corporation Manager — management of Visit Florida Keys Corporation personnel benefits • Sales Managers - responsible for special market segments and their performance as directed by the Director of Sales • Film Commissioner - bring awareness of the Florida Keys as a film, television, video and print location and to assist and support production shooting in the Keys d. Training: The quality of our employees and their development through training and education are major factors in the TDC's marketing process. Employee development is a continuous process of reviewing basics and learning new materials and techniques. Training can help reduce employee turnover by increasing productivity, motivation and job satisfaction. The kinds of training include departmental orientation, market knowledge and market techniques. THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- H-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Destinations Florida, previously known as FADMO has an educational initiatives program as part of our membership and has an annual Destination Marketing Industry Summit. Both of these programs offer a wide array of educational break-out sessions covering many facets of destination marketing. Visit Florida has joint tourism marketing workshops to help service the industry, as well as webinars. The Governor's Conference on Tourism offers many educational opportunities within their program that include sales, research, tourism marketing and administration. e. Agencies of Record 1. Tinsley Advertising - Advertising 2. NewmanPR — Public Relations 3. Two Oceans Digital — Website Provider f. Support Agencies 1. Axis Travel Marketing (sales) - United Kingdom and Germany, Italy, Benelux and Scandinavian countries 2. KBC PR & Marketing - United Kingdom, Germany, France, Italy and Scandinavian countries 3. LMA Communications - Canada g. Budget (as legislation directs) THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- H-2 N JF. COUNTY TOURIST OF-CIF.I PMF.NT COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FY 2022 TDC FOUR PENNY BUDGET $54,649,679 Emergency$4,302,833 Promotional 7 87°% Resources$1,753,624 Flori Keys Council f 3.21% the its$100,000 website related FCCA$0 0.00% 18° Expenses$215,800 300,000 0•39% Resources$227,738 0.55% 0.42% �r,. Cty. Cost Allocation $309,2730.57% � Advertising _ft �is� $18,241,96133.38% Capital$16,448,349 30.10% �� tk ti VIS/Fulfillment Public $1,081,8281.98% r�i��,s}tiF, Relations/Ameruop st�(ft $2,267,652 4.15% Events$4,419,181 Sales/Mkt. $2,149,000 8•09°% Finance/Attorney 3.93% Research$700,000 $165,948 0.30% Admin/Overhead 1.28°% $1,966,492 3.60% FY 2022 TDC FOUR PENNY BREAKDOWN Emergency Fund $54,649,679 Balance Brought Forward 6% Projected 2021 Balance Brought \ Annual Four Penny Forward (estimated Revenue unexpended 63% capital/event contracts&resources) Balance Brought 24% Forward (revenue/expenditure Less state reserves variances) (F.S. 129.01-5%) 7°% THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`- H-3 N JF. COUNTY TOURIST F-CIF.I.PMF.h T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FY 2022 TDC TWO PENNY BUDGET 'Events' (35%) Portion $9,119,896 County Cost Research,$700,000, Allocation,$72,713, 7 68% 0.80% Florida Keys Council Special Projects Commission& Fee of the Arts,$100,000, (Destination/Turnkey (Finance),$11,39 1.10% Film Commissio Events),$1,425,190, 15.63% $300,000,3.295 ryry � Public ns/Stringers/PR 2,267,652, Fulfillment, 6% 0.88°��4 s{2��7i — - — i1i�� its, „tk�„tk�„tla�a,tk�„tk�„tk�„Gk�tk�tk� i��} Resources 1.0 Cultural/Fishing Umbrellas, $2,238,089,24.54%' Emergency, $1,827,833,20.04% THE FLORIDA KEYS & KEY WEST COME AS YOU ARE`- H-4 N JF. 00U T`( TOURIST OF-CIF.I.PMF.h T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FY 2022 TWO PENNY BUDGET Administrative (7%) Portion $1,964,069 VIS Software,$3,000, Office Supplies, Dues/Subscriptions, 0.15%� �$15,000,0.76% $13,000,0.66% Admin/Operating, $875,000,44.55% Emergency, " r t S $475i 000i 24.18%� Capita Expenditure/Open �� r� $10,000 0 S g A Visit FLA,$0.610 1 0 Finance/Cou Allocation,$ � 2.16% a Resources,$130,67 6.65% Cleaning,$12,000, 0.61% Administrative Repairs/Maintenan Advertising,$18,000, ce/Recycling/leases 0 92% supplies,$26,00 Business Lease, Legal Salaries& 1.32°% $165,000,8.40% Benefits,$95,946 Travel,$50,000, 4 89°% 2.55% Courier, Communications, $3,000,0.15% $18,000,0.92% THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- H-5 O I JF. COUNTY T 0IJRIST F-CIF.I PMF.h T C LJNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FY 2022 TWO PENNY BUDGET Advertising & Promotion (65%) portion $13,335,103 Commission & Fees Sales&Mkg Staff& (Finance),$21,158, related costs, 0 2% Website Related County Cost Allocati $1,249,000,9.4% $74,281,0.6% r Expenses,$120,000, I 0.9% Emergency Reservt," $2,000,000, r , :k tk I ..4 'V I Resources , Fullfillment/Trade, $10,000,0.1% Advertising/Special Sales,$900,000,6.7% Projects,$7,000,000, 52.5% t , Collateral,$70,000, 0.5% Ad. Expenses, Media Materials, $100,000,0.7% $665,000,5.0% THE FLORIDA KEYS & KEY WEST COME AS YOU ARE`- H-6 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Other Resources 1. Chambers of Commerce (Key Largo, Islamorada, Marathon, Lower Keys, Key West) 2. Lodging Association of the Florida Keys and Key West 3. Key West Business Guild 4. Key West Attractions Association 5. Federation of Chambers 6. Florida Keys Council of the Arts (Cultural Umbrella contract) 7. Florida Keys Fishing Tournaments, Inc. (Fishing Umbrella contract) 8. Keys Association of Dive Operators (KADO) (Dive Umbrella contract) 9. Visit Florida — State Tourism Office 10. Florida Restaurant and Lodging Association (FRLA) 11. Destinations Florida 12. Visit USA memberships 13. Brand USA THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- H-7 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ II.Marketing Strategies, Methods, Implementation and Measurability In the following sections are specific plans by department: I. Advertising J. Sales & Promotions K. Public Relations L. Film Commission M. Research THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' H-8 M,�W1 rl ��rc i, '11rys, ! r tr t k�kr Y, s! it}1t IR- } - f r� - ` ��. !ty{`,Arlt li r r fyO �sS3ttsfVk! t ! kikr t"' - -__ �' __r s� �(t.. � - - - - - c-` _ -t?S rjj l! t\1�,l�! tY„s 4,1E s1 ! ��s1t}4s,�� ;•llt�{ s-S'?2YS,�iy��J��j ,,�'�"'+, e .Y- n�` - + -- ft t 4 - 'rtv �ese kttt!it1 ,k' s 'fir! r e Vi JI s41s t n� b 2,57'4 NMI- } T k rr x 1i `u, ! y ,. 1t F ins s�� qr{ Y �'��SCg + 1 trYs us �, rVSt- p ts� iv 3z i etm +tt t s: s n4, )sitYt ,.�� v s � t n' The FloriddKeys mY St YOU dreg m r,=k ' otaa� " Maa Key West Big Pine Key&The Lower Keys N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ I. Advertising As the world comes out of one of the most transformative years, predicting how the next year will play out for visitation to the Florida Keys is unknown. There is reason for optimism as early signs indicate people are excited about resuming travel. The Florida Keys also have all the ingredents to be successful in this environment. The timing of when media will be placed for the 2021/2022 media plan will vary slightly from past years as a greater portion of media funds will be deployed in Q1 during the Fall, 2021. This is being recommended to ensure business momentum continues after what is expected to be a strong summer 2021. Also, many potential visitors will have not yet taken a vacation in more than a year. This will provide an excellent opportunity for the destination. The media strategy will focus on our primary target audience of Adults 35-64 with an annual household income of $150,000+. Millennials (Adults 25-34, $100,000+) will have an increased role in the plan for 2022 and as this group ages, the Gen Z segment will start to become more relevant. Marketing efforts will be placed to support these younger groups. Campaigns to attract enthusiasts in diving, fishing and culture will also be implemented. Travel agents and meeting planners will also be targeted throughout the year. Advertising will be placed in markets where research indicates the strongest source of business. The primary markets to be included on the plan are New York, Chicago, Philadelphia, Boston, Washington, D.C., Detroit, Atlanta, Charlotte, Nashville, Houston and Dallas. In the summer, advertising will be placed throughout Florida (Miami/Ft/ Lauderdale,Tam pa-St. Pete, Orlando, West Palm Beach, Ft. Myers/Naples and Jacksonville). Secondary markets will include Los Angeles, San Diego, Minneapolis, Milwaukee, Madison and Ann Arbor. The pandemic had a great effect on many things including media consumption habits. During 2020 into 2021, consumers use of streaming content accellerated at a significant rate. Fortunately, the Florida Keys had alternative video media in place to take advantage of this pivot to streaming platforms. This included Pre-roll video, Over-the-Top Television, Connected Television, Addressable Television and Audience Content Recognition. These platforms will become a greater part of the 2021/2022 media plan. Leveraging data has been a critical tool in effectively targeting the The Florida Keys primary prospect. Addressable Television is among several data driven platforms that have been used in the past. Addressable Television allows The Keys to deliver messaging to target prospects without the waste. Over the last few years, traditional television has lost viewership to streaming services like Netflix, HBO, Showtime and Amazon Prime. These platforms do not accept advertising, limiting marketers from speaking to these audiences. Through Audience Content Recognition services like Samsung, LG Television and Samba, we are able to identify those heavy users of ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEYWEST II COME AS YOU ARC.<- I-1 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ streaming platforms and retarget them when they are not watching television with video in Pre-roll and OTT. This is an excellent way to address light viewers of television and cord cutters. Pre-roll video has been a staple of the digital efforts for many years. It will continue to be used as it is one of the best ways to deliver the Keys message at scale by appearing on hundreds of websites collected across the web to effectively target future visitors. It also allows for the destination's investment in media to be highly targeted in a cost effective manner. Social media continues to be used in a meaningful way across all segments of interest to The Keys. Facebook, Instagram and Pinterest are now a significant part of the plan and provide-s the ability to use video in an environment that has high engagement with viewers. Traditional television advertising will remain an important part of The Florida Keys marketing efforts. Spot local market television in key markets will be implemented where prospective visitors traditionally come from; specifically in the northeast and Midwest in the fall and winter. Spending levels will be reduced to account for the loss of audience. Objectives 1. Develop top-of-mind awareness and image of the Florida Keys & Key West as the premier Florida destination for leisure or business traveler for the domestic and key international markets. 2. Create and maintain a campaign that highlights all the reasons and motivations to visit and "protect" our destination with creative executions that promote sustaining the quality of our environment. 3. Develop a creative and flexible media plan for year-round tourism for the Florida Keys. 4. Continue to maintain a unique marketing identity in relation to competitive destinations. 5. Work with travel partners, umbrellas (fishing, diving, cultural), event coordinators, public relations and sales to promote the Florida Keys & Key West as a total destination. 6. Bolster our campaign with additional content, value-added opportunities and co- op advertising within our existing media. 7. In all efforts, continue to drive potential visitors to our site for immediate information and service and point of sale through the properties. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- 1-2 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 8. Place greater emphasis on younger target audiences (Gen Z and Millennials) as they will be more apt to travel, and grow in market influence and market share. Goals 1. Increase digital video media to address alternative consumption such as OTT and Connected TV. 2. Produce a shoot based on proposed RFP video concepts. 3. Increase trade media efforts to the travel trade market year-round. 4. Address in-county visitors with appropriate seasonal messaging. 5. Increase advertising presence to the Millennial Market. 6. Create a new Destination Guide (Accommodations Guide) for the destination. 7. Create a new Conch Brochure template to be "trans-created" in various languages. 8. Continue to promote sustainability messaging in and out-of-county to attract visitors that will respect and protect all of our natural resources. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- 1-3 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN ............................................................................................................................................................................................................................................................................................ z _o M J H �E A F z�y V w Ub d m G uj U�O �O u m«C] tl1�Q �y Oap �.)o U� �U a �N w v- u N w Am Z N a LL �Q Q = Q c v Z t? C? 5o �xo �w �a M ,moo ma W mom ° z W z a ¢ aQ 0 u u ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & [KEY WEST COME AS YOU ARC.<= 1-4 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Target Marketing Identifying and selecting a product's target market is accomplished through dissecting the numerous segments. This is done by pulling apart the entire market and separating it into manageable, distinct units based on demographics. Competition has become so sophisticated that we must identify and carefully define our target markets to be more effective in our advertising. Markets can be categorized into such segments as leisure travelers, travel trade, groups and specialty or niche markets. Targeting is also defined by age, gender, income, interest and geography. It is imperative to fully understand all of the elements that comprise the target audience based on research. Understanding the psychographics, which is the mindset of visitors, completes the development of defining the best prospect for the destination. Once the target audience is understood, specific strategies can be developed to best reach these groups. Our marketing agencies and staff will continue to work with the research arm of the Tourist Development Council on visitor analysis to help identify new and emerging markets if and when budgets allow. Marketing efforts will promote a luxury experience by targeting the affluent audience that the Keys have sought for many years. These visitors have the means to stay longer and spend more during their vacation stay. International visitors always play an important role, especially during the summer months. Promotional efforts will take place in Canada, U.K., Germany, Scandinavia, France and Italy. The international visitor is especially valuable, as they tend to stay longer. Branding A brand is a name, term, sign, symbol, design or even a slogan identifying the product or service that differentiates itself from the competition. Therefore, it makes sense to understand that brand is about getting your potential customer to realize the value of your product. Brand equity is the marketing term for a brand's value in term of awareness and perceived quality -- in other words, it's proven ability to draw and keep customers. Branding can reflect personality and an attitude such as our destination's theme, "Come as you are". Our Florida Keys & Key West positioning has become highly effective in creating consumer awareness of our laid-back atmosphere and lifestyle. Branding also develops consumer loyalty, even when reasonable substitutes are offered at lower prices. People are willing to pay more because of the perceptions they associate with the name Florida Keys & Key West. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' 1-5 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Generic Collateral The following collateral is available for trade shows (travel trade and consumer shows) and is available as downloads on the fla-keys.com web site. Destination/Generic Brochure: A complete guide on every district, diving, fishing, events, attractions, meeting planners guide. Description: 4" x 9", four-color Conch Brochures: A brochure that gives a description of each district with specific attractions, map and Chamber information. Available in English, Italian, Mandarin Chinese, Japanese, Portuguese, Spanish, Swedish, French, Dutch, Scandinavian & German languages. Description: 4" x 9", four-color Meeting Planners Guide: A guide featuring a beauty shot of participating properties, along with a description and room/facilities chart. Includes map and directional information. Description: 8.5" x 11" folded, four-color Florida Keys & Key West Film Commission Production Guide: A brochure highlighting location sites, attractions and permit information as well as accommodations and film production related business listings. Description: 4" x 9", four-color District / Umbrella / Association Collateral: Key West Gay & Lesbian Brochure: Key West, "Close to Perfect— Far from Normal". A comprehensive piece on Key West's Gay & Lesbian attitude, lifestyle, attractions, architecture, legends, nightlife, history, culture, accommodations, dining and a list of annual Gay & Lesbian events. Description: 4.5" x 7", 16 pg., four-color Fishing Guide: Brochure includes the variety of fishing & timing within the destination and includes a link to a complete list of fishing tournaments with date, location and director information as well as fishing & boating information within the Keys. Description: 4" x 9", 6-page tri-fold, four-color Cultural Magazine: Magazine featuring a complete calendar of events, articles on cultural aspects of the Keys as well as the visual & performing arts in the destination. Description: 8.5" x 11", 16 pages, four-color Historic Brochure: Brochure includes historic information available throughout the Keys with specific sites, attractions, bridges, etc. highlighted with their exact locations (Mile Marker or address).Description: 4' x 9", 40 pages, four-color Dive and Snorkeling Brochure: Includes information about diving and snorkeling in the destination and highlights particular interests per district as well as a complete reefs and wrecks dive map. Description: 4" x 9", 12 pages, four-color. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' 1-6 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Diving Wreck Trek Passport Brochure: Includes information (including a map) on the various wrecks in the waters of The Florida Keys with a dive log for every potential dive. Description: 4" x 5.5", 28 pages, four-color. Diving Reef Explorer Brochure: Includes information (including a map) on the various reefs throughout all the districts in The Florida Keys. This brochure is used as part of a new Dive Umbrella promotion where beginner and experienced divers can participate in a wreck trek program where, once dives are completed (one in every district), they will receive a downloadable official "Keys Reef Explorer" poster suitable for framing. Description: 5.5" x 8", 16-pages, four-color. Dive USB Drive: This a drive utilized to promote diving throughout the destination. The videos include a separate sales piece on diving wrecks and reefs within each of the five (5) districts as well as thirty-second commercials that also promote the districts. Sales Calendar: Two-sided 2022/2023 calendar utilized at travel trade shows. This calendar is a sought-after premium by the trade and includes year-round branding for the destination. Description: 8.5" x 11", two-sided, four-color. Target Audiences • Consumer The general target audience for the Florida Keys & Key West is affluent adults aged 35-64, with a household income of $150,000+. • By targeting this affluent adult, we ensure delivery of our message to this segment. We also achieve delivery to the "aspirational" element of a broader audience; those with less income who aspire to experience a quality vacation and thus will be more likely to travel to The Florida Keys & Key West. Within the target audience there are several sub-groups defined by different interest and subjects that are important to them. These include: • Leisure Travel • Ecotourism/Sustainability • Diving/snorkeling • Fishing • Boating • Cultural/Historical/Art • LGBTQ • Mature ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' 1-7 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • Epicurean • Civil Unions/Honeymoons/Life Milestones • Soft-Adventure • Romance • Family Travel • Luxury Travel • Girl or Guy Getaways • Generation X • Millennial • Generation Z • Baby Boomers • Multi-Generational • Multi-Cultural • Travelers with disabilities • Travel Trade • Meetings and Incentives Market (small to mid-size meetings) • Travel Agents/Tour Operators, both nationally and internationally • International Travel International travel to The Keys from international markets is going to be a challenge given the hard-hitting effects of covid-19. This, along with a reduction in budget, will heavily affect the amount of advertising directed to traditional markets like the U.K., Germany, France and Italy. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<- 1-8 MONR�F. COUNTY TOURIST DF.VF.I.DPMF.NT COUNCIL. 2021-2022 MARKF.TING PLAN Domestic Target Audience A ffluent Adults A-c 35-64. 1111.1 $150.000+ Population %ofTotal Index A35-64,11111$150,000+ 31,104,000 100% 157 Total Men 16,445,000 52.9% 103 'Total Women 14,660,000 47,1% 96 Aue 35-39 4,387,000 14A% 175 Age 40-44 6,126,000 19.7% 175 Age 45-59 6,332,000 20,4% 175 Age 50-54 -s'1 ss,o 00 16.7% 175 Age 55-64 9,075,000 29,2% 175 HHl S I-.550,000-S 199,000 13,725,000 44,1% 99 11111 S200,000-$249,000 8,125,000 26.1% 104 IIIII 5250,000 or more 9,254,000 29.8% 98 11111'S',500,000 or more 2,776,000 8,9% 90 IIH I S 1,000,000 or ni ore 1,087,000 1.4% 9h Married 27,758,000 89,2% 122 Married or Partnered 28,926,000 93,0% 117 Prolessi o nal/Mana geri a 1 25,239,000 81,1% 118 Gradualed Collov or More 26,664,000 83.1% 110 Own Principal Residence 28,990,000 93,2% 108 Any Airline Round'Irips in Past Year 28,715,000 923% 102 5+Airline Round'l'ri ps in Past Year 16,090,000 51.7% ION 5+Niglils in Hold in Past Year 27,001,287 90,1% 101 LCcnsusRegion and Divisiow Northeast 6,511,000 20,9% 99 CensusRegionandDivision: Midwest 5,931,000 19.1% 101 Region andDivision: Soulh 10,145,000 Census R _i 316% 100 C Ce e" Region and Divisiow West 100 ensusR 8,5,17,000 27.4% .................0"_,.............. �Sou r(,e: I ps o�.AflI hiurlesv U Spa 2 H21 A"I'l uwl) u,k ILA S 150,()00 Index- Thc w mqwl, 10k) \ri, un I rl&,��,us.cd tocqxc�,, lurnho- abovc"i"OPI".c I'Iind,�x bc THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`- 1-9 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021 -2022 Total Media Plan Expenditure Digital 5% Out of Lore % 1 y Print Radio Television % 46% Media Budget Total: $17,051 ,271 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & KEY WEST I COME AS YOU ARE``, 1-10 N Wit- 00UNT TOURIST F.VF.!_PMF. T COUNCIL. 202I.e2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Monthly Media Spending December January 4% 15 rd S�s�s�`l��{4fitss�� 3\sstt�l��lt It November t � l t February +i7 18 ra 4 , October September August 1% July 4°la ��}j, June March 5% 17% May 6% April 4% Media Budget Total: $17,051 ,271 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC`<' I-11 N JF. COUNTY T 0IJRIST DF-CIF.I.PMF. T C LJNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Advertising Breakout DAC 3 12% DAC 2 DAC 4 % DAC 5 DAC 1 Culture Umbrella 2% K, Dive Umbrella. 3% x - Fishing Umbrella =- 1% Generic 38% Advertising Budget Total: $18,618,949 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC`<' 1-12 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ Co-Op Advertising Cooperative advertising provides accommodations, tourist-related businesses and attractions, direct access to major travel markets at a cost-effective rate. • Due to limited availability, all co-op space and time is on a first come, first served basis. • Space/Time reservations are arranged through a media insertion order form from a hotelier's ad agency and/or an enrollment form and check made out in the full amount for the co-op program a particular business is participating. • ONLY Florida Keys tourism destination messaging is allowed in any co-op ad. • Magazine: There must be a minimum of two participants in each ad. • E-Marketing: There must be minimum of two participants in each effort. • All advertising materials must be supplied in accordance with individual co-op offering. • The Agency of Record will have final creative control of the co-op program and its participation. • Generic and District Co-Op is initially for lodging properties and then offered to other tourism-related businesses within the Keys that help promote the destination (attractions, etc.). Umbrella co-op programs are initially offered to specific umbrella- related businesses (diving, fishing and culture) and then lodging properties. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-13 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Collateral and Fulfillment When callers request brochures or flyers, the Chambers of Commerce will handle all fulfillment requests. Fulfillment will include pieces provided by the Chambers of Commerce specific to their district, and other tourism-related collateral. The Tourist Development Council does not provide any collateral for Chamber distribution. Call to Action Phone #s • USA: 1-800-FLA-KEYS (for brochures). This is a consumer line that is answered on a rotation-basis, live at the five Chambers during business hours; voice mail after hours. • U.K.: 0208 686 2600 (For brochures, videos, or rate guides). This is a United Kingdom/Ireland travel trade line that is answered by our U.K. Sales Office. • Germany: 0221-2336-451 (For brochures, videos or rate guides). This is a German- speaking travel trade line that is answered by our German Sales Office staff. Fulfillment Houses Domestic fulfillment house: • Print Farm — Miami, FL They control all trade fulfillment requests as well as trade and consumer show fulfillment. International fulfillment houses: • BH&P Direct Mail Ltd. — United Kingdom They are the primary European fulfillment house. • Infox — Germany They are the secondary European fulfillment house. This mail house services Germany, Austria, Switzerland and the Netherlands. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEYWEST II COME AS YOU ARC.<`- 1-14 N JF. COUNTY TOURIST F-CIF.l PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FULFILLMENT PROCEDURES T : SHIP TO: TDC Office Trade INTERNATIONAL p mis Marketi 1gxti' K. '� ' I1ltemafional any -� `- Trade Cerman TIC Office r, me a io al Y Consumers ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`- 1-15 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ GENERIC MEDIA PLACEMENT The following outlines the Generic advertising media placement for Fiscal Year 2021/2022. The plan will be flexible throughout the year to take into consideration of market conditions. TELEVISION Television will remain an integral part of the media plan for 2021/2022. It will target A35- 64 with a Household Income of $150,000 as follows: • National Network Cable Television National cable television will begin in January 2022. The national cable television campaign will be implemented using live news programming on Fox News, CNN and MSNBC. TLC will also be used to promote weddings. These networks will be able to provide the most effective reach and frequency to our target audience. • Local Spot Market Television Local spot television will appear in key feeder markets. As more people are now fully vaccinated and traveling by air, the media plan will return to targeting the northeast & Midwest in the fall and winter. Key southeast and Texas markets will also be targeted in the fall and winter months. Spring/Summer 2022 will target drive markets. See breakdown below: ➢ Fall Spot TV Markets: New York, Chicago, Philadelphia, Boston, Washington D.C., Detroit, Toronto, Dallas-Ft. Worth, Houston, Atlanta, Charlotte and Nashville ➢ Winter Spot TV Markets: New York, Chicago, Philadelphia, Boston, Washington DC, Detroit, Toronto, Dallas-Ft. Worth, Houston, Atlanta, Nashville and Charlotte ➢ Spring/Summer Spot TV Markets: Dallas-Ft. Worth, Atlanta, Charlotte, Miami-Ft. Lauderdale, Tampa-St. Petersburg, Orlando-Melbourne, West Palm Beach, Fort Myers-Naples, Jacksonville Television activity will primarily be placed during the early morning and late local news. News programming has been historically effective for the Florida Keys & Key West due to its upscale audience and ability to engage viewers. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-16 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ DIGITAL BRANDING CAMPAIGNS Digital advertising will again, have an even greater role in the marketing plan. The destination will continue to leverage data driven opportunities to maximize targeting different segments. Using highly targeted data makes the media investment more cost efficient and reduces waste. ➢ Connected TV/OTT (Over the Top Television): 2020 was a pivotal year for streaming content. Fueled by a pandemic that forced people to seek entertainment while staying home, streaming subscriptions rose 32% year over year. The number of households giving up traditional pay television subscriptions will continue to increase. By 2022, the number of cord-cutting households is expected to make up nearly a quarter of total U.S. households. To bridge the gap between the loss of traditional television viewership and the growing streaming audience, the Generic media plan will utilize the following: Hulu, Amazon Connected TV, Discovery+ and Motto are streaming platforms that provide a wide array of content matched with a high level of data driven targeting. Motto will not only afford the Keys the ability to hyper- target our audiences, but also provide attribution of the advertising. People who have been served an ad for the Keys through Motto on their connected television will have their IP address matched to their other household devices (mobile/tablet) and will be counted once they arrive in Monroe County. This will allow for greater tracking and measurement of the effectiveness of television advertising. ➢ ACR (Audience Content Recognition): Samsung TV, LG Ads and Samba use data from smart televisions and other streaming devices that are connected to televisions to re-target those users when they go to other websites on their mobile, tablet or desktop devices. ➢ Addressable Television: Allows the Agency to highly target potential visitors on cable television. Its ability to reach prospects that specifically meet the Keys target audience profile (A35-64 $150k+ household income and in- market for travel) provides for little waste, making it an efficient marketing tool. ➢ Social Media: Social media is an important tool as it allows for effective targeting at scale. While consumption of social media is large, it allows for those audiences to be dissected into smaller highly targeted groups. Advertising on Facebook and Instagram has proven to be an effective tool in promoting the destination. Pinterest promoted pins continue to be a successful platform for promoting both destination weddings/honeymoons as well as travel, and will be expanded in 2021/2022. ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEYWEST II COME AS YOU ARC.<`- 1-17 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ ➢ Native Advertising: Story telling is an effective way to let consumers know about the uniqueness of the Keys. Long form stories give in-depth information about a specific topic and motivate people to visit. The importance of sustainability, being distanced outdoors or shopping local can be conveyed. Travel, epicurean and wedding sites will be utilized with native content. The plan will also be expanded this year to target millennials and the travel trade with native content. Native content partners include Traveland Leisure.com, OutsideOnline.com, Conde NastTraveler.com, LonelyPlanet.com, Afar.com, FoodandWine.com, TheKnot/Weddingwire.com, CultureTrip.com and Virtuoso. ➢ Video: 15-second video will again, play an important role in promoting the Florida Keys. Video will be served on mobile and tablet devices as consumers use them more than any other device and are a significant part of nearly everyone's daily life. Both direct publisher sites such as CNN.com, FoxNews.com and NYTimes.com will be utilized as well as programmatic partners that will serve on hundreds of targeted sites. ➢ Video and Banner Re-Targeting: Visitors to the fla-keys.com website will be re-targeted on sites across the web with video and banners. The most favorable form of data is first party information. First party data from partners such as Adara will be used to re-target prospects who have searched in real-time for a Florida vacation or accommodation. ➢ Search Engine Marketing: Google, Yahoo, Bing and AOL search will be utilized to connect people searching online for a vacation to www.fla- keys.com. Google searchers will also be re-targeted with video through the Google Display Network. DIGITAL CO-OP PROGRAMS Co-op advertising opportunities will support the hotels, resorts and tourism-related businesses. Digital advertising co-op opportunities will allow partners to participate in geographic and demographic targeted campaigns at a relatively low cost. This advertising will help motivate consumers to visit the destination as well as help them select a specific lodging accommodation. ➢ Fall/Winter/Spring Digital Co-op Packages: Includes re-targeting banners off fla-keys.com, Facebook/Instagram carousel and mobile advertising carousel ➢ Fall/Winter/Spring E-Newsletter Packages: CNTraveler.com, Traveland Leisure.com, LuxuryLink.com, Afar.com, NYTimes.com Great Getaways, OutsideOnline.com, TravelSpike.com and ShermansTravel.com ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-18 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ ➢ Feb-May 2022 Travel + Leisure Digital Native Advertising & Print Package: Native flip card units on Traveland Leisure.com will feature partner image on front and property info on the reverse side that users will interact with online. Additionally, partners will also be included in the March 2022 print issue of Travel + Leisure Magazine ➢ Summer FL & Southeast Print/Digital Package: Includes re-targeting banners off fla-keys.com, Facebook/Instagram carousel plus digital and print publications promoting summer travel CONSUMER PRINT Print continues to play a role in the media plan as there is still a place for contextual relevant magazines: ➢ Consumer Print (destination ads with co-op) include: Afar, Conde Nast Traveler, Garden & Gun and NY Times Sunday Magazine ➢ Dedicated Consumer Print include: Food &Wine, Undiscovered Florida, Camp Florida, Coastal Angler, Ultimate Travel and Virtuoso Life magazines. TRADE ADVERTISING As travel rebounds, the MICE (Meeting & Incentive Travel) market will continue to be an important target for Florida Keys lodging. Advertising will utilize both digital and print advertising with Successful Meetings, Meetings & Conventions, Incentive and Smart Meetings to reach this market. As travel continues to recover from the effects of Covid-19, consumers will be relying more on travel agents for guidance as they return to travel. Advertising to the travel agent will be expanded utilizing digital and print efforts with Travel Agent, Luxury Travel Advisor, Travel Pulse and Agent at Home. Additional efforts will include promoting the Key Lime Academy e-learning program all year-round to educate travel agents on why the Florida Keys are the perfect destination for their clients. Targeting Virtuoso agents and their clientele has proved effective and will continue in 2021/2022. Targeting of consortia will be expanded this year with the addition of The Signature Travel Network, which is made up of 11,000 travel professionals. Print and digital, as well as TDC sales efforts, will reach these travel professionals and their affluent clientele. THE FLORIDA EYS & KEY WEST II COME AS YOU ARE``- 1-19 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ INTERNATIONAL ADVERTISING Travel from abroad will take longer to recover for the 2021/2022 fiscal year. It is estimated that international travelers will likely return to the Keys in 2022. International advertising will begin in the fall and continue through winter as overseas markets begin to plan their 2022 holidays. Advertising will consist of Facebook advertising, digital (15 video) and magazine. The following key international markets will be targeted: ➢ Canada ➢ Germany ➢ United Kingdom ➢ Italy ➢ France ➢ Scandinavia ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEYWEST I COME AS YOU ARE`- 1-20 j 2£r ss( is i rrll;i tiff r tt btr }rt�8- ��%' - - _ � � r t{•,.^ k�� F -. � yti t_., _ :+€� 1 -��tt (�f 1}i?r,fit att ��1 Ft y{l�ia �.��` ,. ".} r-_ - jy4=s - 11.,, _df�rlrf} r rr }�(��,t --- '< t � $ jj tit )rl iitf4{tt b x - , �f t t r is - r< - t - r s tI si£N1,{C)t 11 r rl �+Seri ty{rse ii Sir ,,.`Is• +a fs +fr l= r{a + fi t, /f'i}(i 1a1}'t r1;t rt� , ( , t t a � k lr f(rih ��y}ik 4lf.i - - - +1't- r,�� k��2£ y r l a` „r s a^.1 i, i r,s+=; „r„> ,4 i) Yi ti i i�;.lr,Y(}ia,�s r\r isrS t�j�ld ��,$sr ^fi � •� a - rt rl �f t<V' tfltS�J{y+s3,,t S r' s,! , {(tt�1+i�Sj4i s (Yt1ffff yi( rr,, =' iA t s. t is , Sj 1 1 lshtt}F�{ � t}{ ut}st=t£ 1! rta{r f j;r 41 t f { - s{si 1 - ` t - "+., f itri (V �{ S tom•' _ a r r-e's no pl,-ce in the WCI":CI ou to like 1 he Hand,- burs n (_Ct, the cis not ever) two places in 1 he Keys tr_t -r-e ex_Ct1V alike. With five distinct districts, and five cor-ripletely unique experiences, there's artily sor-n thin for everyone. From B&Bs, sr-nall inns and hotels with five Stars, to Car-ripgrC7unds with r-nillions of t}1er-n. Fishing on the flats to diving in the Atlantic. Wor-id ilass rEstdtirinits to laic back fish shacks. No r7rtter what you're looking for-, you'll find It in T..}le Keys. The FloriddKeys mY St YOU dreg m " Maa Key West Big Pine Key&The Lower Keys N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Generic Media Spending by Category Digital 45% Out of Mama t .A v1 b�1jv i �,v�t�gvl}is�s�s�la�4}s l«i�;v�� e , ` Print i % Televisiar o , 45% Budget Total: $7,000,000 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & KEYWEST COME AS YOU ARE`- 1-21 N JF. COUNTY TOURIST F.CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ L G b :r.. ,ha 9" E I S °n I rw 4 6 h Y z E _3 ;.. .. c" � '4 R ry ei M h •: rs " ro «MD f r. o o I 1 t o >•asf ...( e c e� c n c _ c i Y - _ r - t 55nn ��xx ��ss { f , c ai R, O t w v HF H4 LLB LL[ w LLJ a s 3 LL u a e a m � a o ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS KEY WEST COME S YOU E 1-22 N JF. COUNTY TOURIST F-CIF.I.PMF. 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THE FLORIDA KEYS [KEY WEST II COME AS YOU ARP" 1-31 �; "" ASS }S z{ - . - ,� `N?1 { S �u \ s � £ t �d - � m � s 4 S l U }k�+r(lt L"�jf The�loricla Keys H 5t0w. ;...�Tt Music, And Yllacjf e55. ;...� �; �LeTccCt �'=,dYYl'1C�'=,V. Kev West is an open-rrincled island where evervone's weIvorne.You'll find Victorian rnansioris and cozy B&Bs. m� World-class ch .n g And 3 sunset of e(v evening g that Close To Perfect-Fdr From Normdl will inspire YOu to clo Pf vthing but e,-ve, aaa �o Big Pine Key&The Lower Keys M N JF. COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Key West Media Spend by Category Digital 45% y V�1)��51}sr�f��t s�s��s�9i`t�3Vs�1�2�i ��ss�`lSU tr} Print frl tsf11 ss % Out-of-Home % s P�� Television 45% Budget Total: $4,210,961 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & KEY WEST COME AS YOU ARE``- 1-32 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TING PLAN sa �J Wi _.- .. 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THE FLORIDAEYS & KEY WEST II COME AS YOU ARE`- 1-33 ............................................................................................................................................................................................................................................................................................ � I MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN P P H rcb"N r. u�a7 J ,I J, O•��rt I 1-7 J- Irs t � �,r c rvry e, I I P ee✓dt 1 w` a " '.I ni h its � � r ri �) t11111Il1... w to f III ti � P x �� m � � III U I�a UL J,t _ oil 11 u i Is lw�i+ra +n° �a ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS [KEY WEST COME AS YOU ARP" 04 ! N JF. COUNTY TOURIST F-CIF.I.DPMF.NT COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ i �7 .w . w a m s w a 3 G•t�ft Gyy'L Fri .. �v' met w A 6 t2 auk b' F C � v r ;;s tARAA...` rt Ea IL '.�'s - cl, 19 EEO � ❑off � 'fix n�� a � i �s < ,. � � ""1�� ,.. AI�� ax ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC`<' 1-35 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ A. w bN fA i e . vni P s. mmw �C A ,er gg u-efi�vE I 5. a ' a aryl a� , a i f aiLull ARAL IL LL 2'} Ala ............................................................................................................................................................................................................................................................................................................ THE FLORIDAEYS & KEY WEST II COME AS YOU ARE`- 1-36 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ ! , a mb Sa - 1 c 5 1 i) �w w a v<, Aa m T vxf lC uxg E uIn ' =U a� G L 7 i L C E T L 4 1 2 7.- -2 �l tuRAIl1... 13, s O CD +.�__ • CF �yy� o 09 i G 3 j G sn ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARC`<' 1-37 N JF. COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Wlw @ K Q � _F,77 ARAL a, E i IL t 4tca I Lull -r� .. ✓ r � e ,ea,a I �C ue,v u a� gun c¢ i �. I ! Y L 05 a e� iw ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-38 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ �z Iry fN _ y £7 CJ A f�9 �e7 aka sr r � Gur-n� v m , u�4y- FLU r tuRAIl1... i LIJ C, {4� ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-39 t � IY 1 1 «,a'""" k \Y:m"`rrdltal4Ui. S$'.$lad% t ,y> a 1-}lair t}}=�r JftrJt4r i'Sl 's �/ -t{v viX,t `rz'tr 4X ttss ku t '°ft}X D! f rc £�S�d firEXrs lrsM-ttl4 ,yrt t t F`Jl ' ` Y� •r} r,X°'ir\,�+J��`} Y �� k�r� a.X -- r ^Y r ,), Ia rs rri tz '11 ti aM rt tc 4 : n .\t � i \ 1.i}s1i q4-tf4;Y\i1i1*it2)N �1-V}y 4rda(nr ��3srfix}itar.a lJsil his�,4 thlii4lrlX it sJ ,,t}r sn i r))S�(sm\\2E; ,6'74 r}hv2�t'rt }t}S�t i�1Y�y3tti lls �?11�hlt,fi m{�r:t{k iF;<{SrbY�3ll1sst 3t(i({K.�zun,�r k}t}t 7}dt t;�ls n4ta\}fJ''uR •\\ is \1 ", is ,rt{\istyXSir;(i t�i,11.-,} vA\1\££11m}ut\t u rytyy,(t�4`s�.:.ir�.`�,,a °lYur'xt?AS4� `dX?;uP+r#kit uF{(`m4 rin{\4(��i( ,l`�\\�}S�i.\k a ;}i1+y r .,.} t J4Sl�!}R�+�}i)�#1\l�'i1��\ � ��',� a 1;�S<:.._. t,�#. � - -:'j ��#3-� `t��'}- \c '#. �F ''i#,�=#Si;;\ j��•ll-.:: - s, ,ry , 4 ',:.arc, :.- , - r,r, - �� t,tn �7` With two { t,'o{ wildhicre uges, t L{ ; rr I.{i c i �o f Ct' � al tf f C Y71 Lc C�i � f c��C�;LC Yh.0 LI f Lcc \ c t BlgP �P t �3 �_L"w ��eY5 ?5 <C a _O� ( Y b CU{3 S dCl��Orl�dS Lower Keys Sleep u{de the stars, Dine ;n u { jai. rest--ur--nt5. Y And veep _an eve out ( Gu Yl1 o ct arrou5 �oia Key West N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021 -2022 Big Pine Media Spend by Category Digital 45% Print 8% �tl �lts t s 1>Sttr�t� Dr £'(t 4 sf�' t t Ift Television 47% Budget Total: $882,564 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & KEY WEST I COME AS YOU ARE`- 1-40 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ �-Ir VVI .15 i q�. w L 4 , ti IMP �rvM19L I ( 2 1 fit' FGt I � r v a 41 u�P a dr i e � c i bh �.uP•4C u1' � __ I r P•s ,� E _ `s` � I (i aio i a I V a � �Y ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`- 1-41 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN 01 I P j I L F Y,rz rh, �P �-rrf`9t FP{ N4 �mm +sSkrvs a i 6, S , n , • �.�._,w a. ...s_;mom._ �. .:...... m A 1, 4, i 77 °r f a•s >rt 4' P.v a u j 11 - rSS,��llfllllli. IF i t u.:n i�z iY F, ti s ( w n � v , i i LL s a M.. ,r il? ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARE`- 1-42 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 77 I g J F_ o m' d� a P• s t y a w e 4 r v FP{ dY{ ( + uNt'2.. +sSk rvs i !'C Herat � � i .,...®n. gym...« ..._ ......:.� �m 1 - LL � I r L•s L, ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARC`<' 1-43 ............................................................................................................................................................................................................................................................................................ I P I L 4r -a �9 q *rt�a �rvtG rut ,dyg{ •'v t'P4 zv-re li �Iu { 4 O dd9 MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN l no llllli N t G. �f ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS [KEY WEST COME AS YOU ARP" 1-44 5 s { £1) , r rVII "d r 4„ � I s { �4 >iJy��}� k}�{41��1Y ii �xc s r j£1 �I�smI m i'lrs t J{ r ml, r r r` itsr r IN As hon-ie t0 the wor-CI "n-iou5 Sever) Mile Bncl t MPI"Pthon "7 C? aid l�e �� l�d Keys � J theY.<t�':P �; :t ties � = KCvS together, But withbe�u't.. Mdru on be,-c .,-r)cl -ctivities£Y£Cuuing eve vthiY`g fYOY71 Yll J:n encounter-s to Ylls seun,is, is Pi5C 3 n-iagical plat aaa GI can-illies to connect, ect Key West Big Pine Key&The Lower Keys N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Marathon Media Spend by Category Digital 48% `t 1 1 ttk„t' Print 4% �61 t i c 1,. Television 48% Budget Total: $2,308,535 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA EYS & KEY WEST II COME AS YOU ARE`- 1-45 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ a 221 W A s , i . ��LL t �vp�2 gr 7—, n c 77 a 77t I i I F � F a r 9+i k �and h, ty 2, ro py `, ; I u 9? : �s-Li 10. u i I G a H�z m 441.4 II I cq Im �F c 04 �6I 4- - � o n s I iSl i. .I �c ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARC,<`- 1-46 N JF. COUNTY TOURIST F-CIF.I PMF.NT COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ it -a-m . I I I sl, •e Iru rl lee g? x-roc 77 U, /fit'4K; � f ru !W t9 �c AUYt 2 m xi J _ U � s uu , � I c 1 d r. mi u 77 st � i � �pl81 � � M 04 04 i e e: LL xi s �` 0 = ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARE`- 1-47 N JF. COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN Y i ' �I ° ri a i p Un-r�a W ( xww,z I wrst � I e,•yuw ir, w � 4 up ty€ PL n t m` rs rF I i w e P � C r r r a Eb _ i, I � a 4 i I ' �I a w 0404 s E 0 04 r w _ Ig LL 12 Nk C E THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`- 1-48 nn�c � o'z rh _ r MONR��JF. COUNTY TOURIST DF.VF.1DPMF.NT COUNCIL 2021-2022 MARKF.TING PLAN lu .3 Iny 77 rrc to ( 4 f x-GC i I fl F r614 ( .e rIf9C � � I ( ru . 2 t ^rxZ, I i r � •mn� "? � r n e „ � ., I , I 51 5I z 4E cy ' sm cis { ©cq m° I�jAI k�Ent THE FLORIDAEYS & KEY WEST II COME AS YOU ARE`- 1-49 ............................................................................................................................................................................................................................................................................................ t� tl��5 �.b Ilnb rr i �a un na 1 ka�l wf A' t aVpr r� Vad h: MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN 0,1 WLI --of 2: Ilu n" >m Yop ❑ u� mt. RIT, 04 t LL V � j 0 �I �t �v ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS [KEY WEST COME AS YOU ARP" k50 t � S 1. �y `S, - - + � }..}( 5,J �i�-. it }`•ti � `$4} �1 -- ,5- ��`t�, t,.,-. } - 11.1a,;. tS !„r 1.. at. t ..,, c .,, �._ ,�.r,. - i,•) i( ,� t}{ 'i,.t dl,t ,i- � � 'r,4,,#S tl i(,tt;, �y,,; ,l\{{t}1��1��}},?�lir�7lri, y ',�z4�� _- - _ -r= /,i,i,<jl� ,ti•;, Itt,t7 t7 7)t h t r r,{t ss{ 1 ti n `, t��1St stir f i , lir g\ "; 4'isS f{tti'rvy r J®^ n \ �w M , - j vl >t t,nL yz �- With cle oc 'tio betwllr the t r,. C Cear3 e lorica Keys r y <an#c( cla eTs son#e or 'o ulf of Mexico,the best spo tfshing in the wodd. And if you)-e � ar`gl.r`g `or exti_oTcl, `ary cGmng a ccic(`�u! art scene oT ast au .et ti-op.c--1 escape, yu'II EIYId'tNiat N7eie, too. �avath°" Key West Big Pine Key&The Lower Keys N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Islamorada Media Spend by Category Print 7% s EG�I� slE sE EEI)sl' 1�� +yl\�}l Digital 4 % z E Television 46% Budget Total: $1 ,218,866 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE``- 1-51 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ �v I I � rn — „ a S! Rai` y m a FIT �l., iGig R a pM 9L { � � at ••, �a p y � r � ry d,r j... r r w 3 � e o a a ( ( y tr;r i r y w rN ol CL 70 t. LIJ „ a CD cv a LL a r a I EEL ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARC`<' 1-52 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ �v s �r m " n^n� rcr a F a 1 d m `a a a4YY iG,g Sy °m 8u 3, 1 } Nd U la,0s' Em e3 re € r a w t c � �nar u �j ,nsl f n R LIJ m U Nt C� y +( ¢.' 'so-. �.� � I PCD L 04 ... F 8y ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARE`- 1-53 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ �v � I I � I n u n �vst I a er m x a .._ ..... 9 a eM gt i i etlt(4t = K n 413 x I �rvt �r et S i s { u ri rs i N t ? Rim i20 Lu q 04 LL e c m C C R SUA S. I4 C � ' to, ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARE`- 1-54 �v MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN ,. ,. — x _� . Q er m i � *�. I imra ( OR _77-77 I "�rkY-Go T" A Wis L r j Vill 8t77i— s i t u �r r wrv�e Ws , ' a will ! t w S KIM anL?LC 'at:LL E k r s o- 4 _: 'r I 11 " ry ,_... a — aYS z 78 t i w LIJ I I ira x 's cv s LL 6 i 4 3 THE FLORIDA KEYS [KEY WEST II COME AS YOU ARP" k55 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ �v nv .,INVLC 1 �^44l a a a NZNO r 4, G rr�L Ut S4 i ,m M ANtiw 9 iu^1d.yZ... M Mt z ,_,W ,L y U» ."W eu cc z Lu a tz o w � Ir f�t ,I jf yam, 0 � L�J t I ca I 0 l - ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARE`- 1-56 i- U 1 t l 1: t�i t l mew" L2' 1 3 ,:n ir'ufitt{ �tt t t ftf r 2ih 74 �tt� xialr {t6� � y�i 1s9� at zVY� I rr�iS`« r�tts 1 t'dtc d ,u5t south of Mi3Y7U, Kev _argo cc?5 lik ThC FlOfIdd KCYS world -w,-v, Whether vou corre to snorkel or dive in the pristine waters of John Pennekaarrp TO c GI d F� t t dl"<, CI" to experience t': g1,ri 3 . uY spoi,ed wi de ness G the Fad E ei«aCl'S, a� e I<ev I_ai Qo will saatisifv vcur natural a12r n3 atl or Key West Big Pine Key&The Lower Keys Yi5t.r)ct to c X 7la N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Key Largo Media Spend by Category Digital 47 - = Print 6% r r Television 4 % Budget Total: $1 ,786,035 ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARE``- 1-57 N JF. COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ aq i y — — . n w r v a r+eA t ¢r� �"IZ ra �dirt Cl fs•ay Ec` da11 s 4 a .4 S '•Q L aY a ar4 31 z� _ _ eu"{Ir rYu a�z , o . e r w r � �4Yi ry s1 r � x J rt:3 lKntF "� 1 sac ry �4 l E I _... a _ ` w y l E z } =g5 U — � M a"+ i t•+ µ it cq � i �v 4tit ( a ; m E t m ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARC.<`- 1-58 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ i a70�-'J } 7-7 e ,. x 3 s Mz f x I N tl31 , d G � a , i r r,u a�z CJ , 4 5 • n a" v { t u x f A „ 3 £4: z ......_ w Al a 4 ✓1 1 Wu, t , ^y s A.)B 4 ttli}{fib\\\1\�\\.t',.'-t4;.`a "� 04 41 3 a o k+ �4 ............................................................................................................................................................................................................................................................................................................ THE FLORIDAEYS & KEY WEST II COME AS YOU ARC`<' 1-59 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ i ZI I xHE a I -H- m r-t fiI ra E- �rt ,s,4�to ME tV -'; fl Him v-� ude.L — a"Rlr s w , n Ja-ry v c a tv a rs � EJ lKntti i re u A pus a " u y vv >F r m a c°^, , m v E e 919Ei � P � 04 (� e �ku,lll�ii�Illl7l0A r cu �� -��' �.(.( �) u�•z � �i _ '. ............................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME AS YOU ARC`<' 1-60 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ i v , I - r _ off mr.- n � . ` .. 2 4 mm 5 �Ifrrn I rs,rn e _ 91. - 41 Ran.s eq 31 i tauicT ( � I I m w r, F . 0 r A pus I i i : „ 3 i. . u� 1 LL� 'II c1 l 91 o law wi w m ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARC`<' 1-61 ............................................................................................................................................................................................................................................................................................ i A rnu,u c�n r+e x•r a mad r� a�•��d rs,�Ez Ran ;a �N..N �ar4 34. edv eu^'9t Cu3-P:: � _�rryry HS M121, Mfill MONROE COUNTY TOURIST DEVELOPMENT COUNCIL 2021-2022 MARKETING PLAN Ni S Sill u ° --J A NAME Es } uw jF j ON 1VIIII�IOI r c u � :� ............................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS [KEY WEST COME AS YOU ARP" k62 + � I l} t ya fti+a+;bra tfY31t j l 1{},Ett v;n� "'R ,,I, �4i n )}1r 1 1 i li F F - r +i r, + + f - r, - r, - 1 - r J S + t ++ I ttr } ?_��{ i etc-. �. � I-,. > - _.__ - � S -. ,. i. 1. -. .,, _ {sly \ } 1. )-. -,. � r� r r , r} t t l _ r,, �_ 1_ r 1, r £l , t }_ � 111.1 �„ .-.�} t t.,�," S� Urt+ t The FloriddKeys mY St YOU dreg m r,=r ' otaa� } NN'�';� " Maa Key West Big Pine Key&The Lower Keys N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2021-2022 Umbrellas Diving 49 }44.it}�1�;}�t11�ii�J f�i iJflr i { tli;4it } y{t r ry�1 r t y � itr yts�t 4 tyS; Fish1 2 % Culture 27% Culture: $345,288 Diving: $600,000 Fishing: $266,700 ............................................................................................................................................................................................................................................................................................................ THE ��:LORIDA KEYS & KEY WEST I COME AS YOU ARE`- 1-63 N JF. COUNTY TOURIST F-CIF.I.PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 61 777 ......... ............... ........ �I I " S6 a n x y y w s — s r a v � n a.. s s 4 vl�u flRk I 44 TT { , N r ' r � I 9 f ..�.. / Y. {�,k. , 8 I � I I � i I i ,, �D u L. r ;� 6 ............................................................................................................................................................................................................................................................................................................ 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T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Measurability a) Internet traffic and engagement rates will be monitored and tracked monthly with placement of advertising. b) Google Analytics, supplied by the web provider, includes district specific tracking and will be monitored closely for market lift and timing. c) "nSight for Travel" reports will be monitored through the TDC's Marketing Research Department. d) Inquiries from trade/meeting publication advertising produces leads to the sales division and directly to lodging industry. The sales division will track these. e) VIS call reports (area of dominant influence) will be traced to media placement. f) We will track the geographic and demographics of potential visitors to see if advertising efforts are hitting the market. g) Social Media User Demographic Reports will be reviewed regularly. h) European Agency Customer Profile and Trend Reports (supplied by Sales & PR firms in the UK and German markets) will be reviewed by all disciplines. Different tracking opportunities will come up during the fiscal year and the TDC Marketing Research Department will continue to find criteria and methods to best measure our marketing effectiveness. ............................................................................................................................................................................................................................................................................................................ 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' s �s I r r �•Iyg ,y(�� , I'P t Y . a c tY s` w r • �� o� fig` _ x, szi� �' 4 *�� '�- '� e�.'�� e �" �,,'`'�, >E �, ux ,�•, '�,. �, The FloriddKeys St YOU dre" m r,_� ' otaa� " Maa Key West Big Pine Key&The Lower Keys N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ J. Sales & Promotions Introduction Though the sales team effort acts in concert with the efforts of advertising, public relations, and research, the sales effort is specialized and uses methods unique to the field of sales. These methods will be discussed in greater detail within the body of this sales plan for fiscal year 2022. Objectives 1. To create and maintain a strong level of excitement, product knowledge and demand for the destination among travel trade professionals and consumers. 2. To ensure that these travel trade professionals act as an extended sales and marketing arm by promoting the Florida Keys and favorably influencing consumer destination choices. 3. To provide the travel trade and lodging industry with professional assistance and support utilizing all tools, personal skills, venues, and methods available to us in an effort to achieve profitable end results for the destination. 4. To facilitate and liaise booking activity between the lodging/attractions industry and the travel trade buyers of product. 5. To interact with sales and marketing personnel throughout the Keys within the local lodging and attraction industry and participate in idea exchange, seek feedback regarding market activity and garner industry support in selling the destination. 6. To maintain a strong alliance with, and act in concert with, our industry partners to project a unified message for the domestic and international travel trade and allow for cross selling and/or referrals within Monroe County. 7. To research, target and implement sales and promotional activity in secondary emerging markets both domestic and international. 8. To promote specialty or niche market opportunities within the destination. 9. To promote sustainable opportunities throughout the destination. 10. To promote the unique culture and heritage aspects of the destination to both members of the travel trade and consumers. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Goals 1. Develop and implement an "Own a City" program in Nashville 2. Host a pre-I.P.W. FAM trip targeting key international buyers 3. Develop and host a trip to Key West for LGBTQ-specific travel advisors and tour operators 4. Develop and host a MICE FAM positioning the destination as the strongest domestic alternative for 2022 programs 5. Create digital "Only in the Keys" postcards for electronic distribution in seasonally targeted markets (LGBTQ, MICE, International) 6. Distribute promotional materials highlighting experiences unique to the destination across targeted consumer markets 7. Develop a destination day presentation (in-person or virtual) to the Pittsburgh-area travel trade promoting the new direct flights 8. Host a minimum of one webinar per quarter targeting high-end travel trade (Journese, Virtuoso, Signature) Staff Responsibilities Director of Sales Department administration: Oversees sales staff activity and reporting in both international and domestic markets as well as specialty markets, i.e., dive, fishing, and gay travel. Directs activity of sales offices based in the UK and Germany. Develops and implements annual sales plan under budgetary guidelines. Liaises with the advertising agency, public relations agency, research department, Web provider, and fulfillment houses domestically, in the UK, Germany, as well as Visit Florida committees, Visit U.S.A. Committees, trade professionals and industry partners. Intl. Sales Manager Responsible for implementing sales plan activity for leisure travel in assigned domestic and international markets. Works with consumers, retail travel agents in the United States and with consumers, travel agents and tour operators in the Benelux and German speaking countries. Works closely with international sales offices as well as Visit U.S.A. Committees in select markets. Acts as a liaison between sales department and dive umbrella. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-2 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Provides assistance with other duties or activities as directed by the Director of Sales. Intl. Sales Manager Responsible for implementing sales plan activity for leisure travel in select international countries as directed by the Director of Sales. Provides support for consumers, retail travel agents, tour operators (both domestic and international) and U.S. based receptive operators. Works closely with the international sales offices as well as Visit U.S.A. Committees in select markets. Provides assistance with other duties or activities as directed by the Director of Sales. MICE Responsible for implementing sales plan activity in the meetings Sales Manager and conventions market. Works with corporate, national, and state association planners as well as incentive planners both domestically and internationally to generate group business for the destination. Provides assistance with other duties or activities as directed by the Director of Sales. LGBTQ & Domestic Responsible for implementing sales plan activity in the LGBTQ Sales Manager and domestic leisure markets. Participates in trade and consumer- oriented exhibits and workshops targeting gay and lesbian travelers and agencies specializing in gay and lesbian travel programs. Provides assistance with other duties or activities as directed by the Director of Sales. Axis Travel Maintains Florida Keys dedicated phone line for United Kingdom, Marketing, Ltd. Scotland, Ireland, Italy, France, and Scandinavia. Participates in tradeshows and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house in the UK. Conducts sales missions, escorts FAM trips to the destination and attends trade and consumer events on behalf of the destination. Liaises with KBC PR agency. Get It Across Maintains Florida Keys dedicated phone line for Germany, Switzerland and the Benelux countries through a German based sub agency, Get It Across Marketing. Participates in tradeshows and provides support for trade professionals and consumer interests. Coordinates fulfillment orders with fulfillment house. Conducts sales missions, escorts FAM trips to the destination and attends trade and consumer events on behalf of the destination. Also liaises with Get It Across-PR. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-3 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The sales staff provides ongoing customer support through trade fulfillment, sales calls, site visits, presentations, electronic promotions, familiarization trips, webinars, and general assistance. Each manager provides a report following each venue and organizes all leads generated as a result of a sales promotional effort and is responsible for making this information available to the industry for follow-up. The sales staff reports to the Director of Sales and the Director of Sales reports directly to the Marketing Director of the Monroe County Tourist Development Council. Methods of Sales Trade Shows are organized and established exhibits domestically & internationally. The standard format is a booth (10' X 10') or (8' X 10') pipe and drape, trade table (jr. booth), countertop (approx. 3 feet counter space only), or tabletop (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 contacting a significant number of interested buyers within a few days or the length of the exhibit. Normally, trade shows are brisk in activity and buyers seek out exhibitors they are interested in doing business with. Trade shows are attended by travel agents, tour operators, receptive operators, meeting planners, journalists, and consumers depending on the show format. Where possible, we exhibit in the Visit Florida section. Tradeshows provide an opportunity to meet new customers and renew personal relationships with existing customers. Trade shows are essential in the travel industry. An inordinate amount of business is booked worldwide either right on the spot or because of follow-up. Sales Missions are comprised of an organized delegation of salespeople of a common grouping who travel as a group to a specific geographic area to meet face to face with customers. Some common activities of a sales mission are appointment calls taking place within the client's office environment to discuss the various products represented. The mission may also include hosted breakfast/lunch/reception/dinner training seminars and product presentations to the trade. Typically, this format is by invitation only to pre- qualified agents or meeting planners. A hosted reception is often appropriate and provides a casual atmosphere in which to network, but with the clear objective being product exposure. Missions are commonly organized by Visit Florida or appropriate regional travel promoters and open to statewide participation. Many times, we organize a destination specific mission with industry partners. Both are very valuable venues. "Destination Days" occur when representatives from a destination set up a tradeshow environment within a tour operator, travel agency, airline reservation center or incentive planners office. Presentations are given to the sales/reservations agents on how to promote our destination to their clients and consumers and to update them on new ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE" J-4 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ product and current events associated with the travel industry. Industry participation is encouraged at these events. Sales Calls are comprised of meetings with travel trade partners where an appointment is held. Sales calls can be executed by an individual or in a small grouping of salespeople. Sales calls are effective, and the customer is usually pleased that the salesperson has taken the time to visit them personally and provide materials such as brochures, videos, etc. Sales calls are the most effective method of establishing or maintaining a relationship with a valued customer. Familiarization Trips (FAMs) are the optimum opportunity to showcase your product firsthand. These trips are organized, and attendees include travel trade professionals who have been qualified beforehand. They will generally have a local escort from the tourist bureau, or a hotel may choose to solely organize their own FAM. FAMs are generated from a variety of sources: Airlines, tour operators, state and regional tourist bureaus, travel agencies, corporate hotel chains, etc. FAMs are golden opportunities to help these professionals sell your product by experiencing it firsthand. We in the Florida Keys get very creative with our FAMs and follow the philosophy that we do not want the participants to spend all their time inspecting hotels, but to experience what the destination itself has to offer in the way of attractions, activities, cultural events, art galleries etc. Hotels have the opportunity for exposure by hosting meals and doing brief presentations and/or providing complimentary lodging. All meals, accommodations and activities are sponsored either by the lodging/attractions industry or by the TDC, resulting in no significant costs to the FAM participants. FAMs are most always a very positive experience. The downside is dependency on fair weather, securing lodging during peak occupancy periods and FAMs are usually short 1 - 3 nights. The participants cannot see or experience all there is. FAM opportunities arise frequently throughout the year. Internet Based Expositions are "live" events, like a physical trade show. Travel trade professional's log in to the exposition website during the designated dates and time. Sales staff will interact and engage with trade professionals interested in our destination. This happens via the chat platform by the exposition vendor. Travel advisors just browse our "booth" and view literature and ask specific questions. Services like "live" presentations, chat sessions, videos, brochure downloads are offered to the attendees. The economics of no travel expense (for buyer or supplier) provide an enticing business model for continued attendance growth in the future. Digital/E-marketing Marketing promotes our destination using various internet media including e-newsletters, brochures, postcards, and online sales presentations. E- marketing is cost effective, reaches an audience that staff would not be able to physically visit, available across every time zone during business hours, is targeted and trackable. This is an excellent follow up tool to sales missions, trade shows and keeps established clientele informed on destination updates. It can also be used as an educational source for meeting planners, travel agents and tour operators. Affinity Marketing is a method of selling goods and services by creating partnerships with similar or compatible companies and brands. This increases brand loyalty for both ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-5 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ companies and products and heightens market awareness of both. Visit Florida and our agencies of record overseas are the customary providers of outlets used in affinity marketing promotions. Co-operative Programs - The sales department offers many co-operative delegate programs to the Keys tourism industry. Co-op booth space provides a more affordable opportunity to exhibit than to contract independently with the show organizers. Many show regulations provide for this type of arrangement, but some organizers do not. Keys industry participants join in the destination booth and can sell not only the destination but their product as well. Fees vary from show to show. Additionally, we frequently offer brochure distribution opportunity when it is not feasible to offer delegate participation. Sponsorships - We are sometimes approached for sponsorship support. A sponsor normally funds a function or event in return for market exposure of some sort. Sponsorships may range from a small-scale activity such as a coffee break to a large- scale event such as a trade function sponsor. All sponsorship participation is evaluated by its potential exposure benefits. Webinars - Sales staff will continue to use affinity partner's webinar technology. With their tools comes access to their private travel trade professionals. Our content is created to each partner's specific interests in our destination. The number of participants varies from a handful to hundreds. Webinars are generally 30-60 minutes. Being able to reach so many professionals in the short amount of time, keeps these opportunities high on our list of sales efforts. Lead Generation - The sales staff accumulates leads because 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 because of a direct request from a travel professional. Sometimes this includes consumers as well. Follow-Up - Once leads have been obtained and distributed to the industry, the follow- up to both our industry partners as well as to the travel trade is essential in determining the results of a sales effort. Lead follow up can be accomplished through different methods including: contacting travel trade to determine action steps taken because of our meeting, contacting meeting planners to determine how many properties responded to their request for proposal or contacting trade partners to determine booking volume as a result of a training or sales call to a reservation call center. Social Networking Programs - Sales staff will be working with meeting planners, travel agents, and tour operator associations who have established community bulletin boards and/or blog postings on their organization's web pages. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-6 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ International Overview International visitors are an integral component of the sales and promotional program as this segment has represented between 20-30% of overall market share to the Florida Keys and Key West. The primary markets we will be concentrating on as international travel returns will be Canada, the German speaking region (to include Austria and Switzerland), the U.K., Italy, France, and Scandinavia. In 2019, 1,070,800 international visitors came to the Florida Keys, a 4.4% increase over 2018. The 2019/2020 season was on its way to be a record year with visitation numbers and advance bookings exceeding the year prior. Exchange rates were acceptable, airfares were affordable, airlift to Florida was increasing and our high lodging rates were not a concern to most visitors. This all came to a stop in March with the outbreak of the global COVID-19 pandemic. Receptives and international tour operators spent most of 2020 and early 2021 cancelling and rebooking reservations as the crisis extended from what was originally thought to be a few months to well over a year. The combination of consumer credit on account with tour operators and overall pent-up demand is providing the backdrop for unbridled international tourism next year (similar to how the domestic market is performing this year). With added flight service - from major hubs - in and out of Key West, the overseas traveler has now even more opportunities to connect to their international flight (with only one stop) to Key West. This has the added benefit of helping to alleviate traffic and offer a multi destination experience in the United States. During most of 2020, with travel restrictions firmly in place, the Florida Keys and Key West were very active in our response to the crisis. While other destinations completely abandoned their international markets, our team pivoted its strategy. Our overseas representation agencies remained visible and kept in constant communication with our receptive and tour operator partners. The sales team offered support to members of the travel trade in the form of weekly updates, webinars, agent trainings, virtual trade shows, promoting our e-learning platforms, mailing of digital postcards and videos, and updates of digital content to keep the destination in the travel advisors' minds. Experience with major disruptions in business has taught us that the international travel trade remembers and rewards those destinations that support them with relevant content during downturns; those destinations are top of mind for referrals and bookings upon the return of travel. People are ready to travel again, and with vaccination programs making inroads across Europe, we anticipate that international visitation will potentially become available sometime in late Fall. The United States is perceived as a 'safe' destination, likely due to the downward trend of infections and 45% of the population being fully vaccinated. International tour operators are already seeing an increase of forward bookings with travel slated to begin in the fall. According to research conducted by Brand U.S.A., 41% of future international travelers will spend more on their trips and 44% will travel more. Travelers will become more conscientious and are expected to favor lesser-known destinations (small towns and rural areas). Eighty-seven percent of those surveyed have started their travel planning already. The overall prediction is 2022 will be an exceptional year for travel. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-7 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ As travel restrictions loosen, fierce competition is expected. Seasoned tour operators who have promoted the destination for years have created new experiential products, i.e., "Hidden Gems", "Roads Less Traveled" and so on to attract new clients. Our destination is in a prime position to benefit from the changing, post-covid traveler sentiment. We are a year-round destination, with warm and sunny weather with only a subtle change of seasons. Additionally, our unique geography is perceived by travelers as remote, nature- oriented with abundant wide-open spaces --- all of which will cater to visitors who might be reluctant to visit crowded urban destinations. While Canadians, (our short haul international market visitor), typically visit the Keys during the winter months to escape their harsh climate, the long-haul international visitor will visit the destination during the summer months, notably between mid-July and early September. There is also an uptick in visitation during the Christmas and Easter holiday periods for well-heeled family breaks or upmarket couples looking for a winter holiday in the sun. Our nature-based attractions and wide range of accommodations are alluring to this type of visitor. Most of Western Europe enjoys at least five weeks paid vacation per year; therefore, it is not unusual for visitors to stay 2-3 weeks touring the state. The Keys are always included in the itinerary as a `must see' destination during their Florida visit. Most of Italy shuts down during the month of August therefore that is the peak time of year for Italian visitation. They are less interested in the theme parks of central Florida and do not mind the heat and humidity. They enjoy active holidays and the wide array of fresh seafood options, making the Italian market a targeted demographic for one of the slowest months of the year. The most important difference between international travelers vs. domestic travelers is that our long-haul visitors continue to use the service of travel professionals for advice, referrals, and planning purposes. European laws protect the consumer from any travel mishaps if they book through a travel professional. The consumer is guaranteed full compensation in the event of unforeseen travel disruptions. This government backed guarantee will be heavily relied upon in the years to come, as so many travelers who felt emboldened by the allure of`independent travel'were left stranded in a foreign land during the chaos of the Covid outbreak last year. Our destination is positioned as an upmarket component to a multi-center Florida holiday. Our adventure activities are popular with multi-generational travelers, millennials, and families. The authenticity of our attractions, the fresh culinary offerings, and the Caribbean feeling of the archipelago all contribute to our popularity amongst our international target markets. Post pandemic, these markets are expected to return in earnest. Profile Sources Resources used in the information provided below include — but are not limited to — the following: See America Committees worldwide, Visit Florida, Brand U.S.A., our agencies of record in the United Kingdom (UK) and Germany, Visa Vue, United States (U.S.) ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-8 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Embassies, U.S. Department of State, and the U.S. Department of Commerce & International Trade Administration. NORTH AMERICA CANADA International Traveler Profile: • #1 short-haul international inbound market for the U.S.A. and the Florida Keys. • Florida remains the #1 destination of choice for Canadians followed by NY state. • Over 3.5m Canadians visited Florida in 2019. • As always, #1 international inbound market for the Florida Keys with over 359,000 visitors in 2019 an increase of 10% from 2018. • Average age is 45-64 years old. Projected for 2022: age 55-64 will increase by 4.4%, while those 65+ will increase by 15%. • Prefer sun and beach destinations while escaping their harsh winter climate. • Top 3 leading activities: soft adventure, cruises, and golf. • Average party size is 2.2 persons, and the average length of stay is 22.7 nights, and 77% are empty nesters. Travel Preferences & Trends: • Florida, California, and Arizona rank as top non-border state destinations. • Canada has an aging population (more are over 65 than 15 and younger). Older demographic prefers travel to the United States over other countries. • New airline routes prior to Covid to the United States (WestJet, Air Canada, and Porter Airlines strategic alliance with JetBlue). • Initial mode of transportation may be driving to a destination due to the pandemic, with airlift following once confidence resumes. • Baby boomers with time and money are interested in staying in the southern U.S. during the winter (the "snowbirds"). • Greater Toronto and Montreal areas remain key feeder regions for Florida vacations. • The Ontario province provides 56% of visitors and 28% from Quebec for all Canadian visitations. • British Canadians tend to prefer Orlando, Palm Beach, and the West Coast of Florida versus the French Canadians who prefer the Fort Lauderdale area. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-9 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • As the largest and most culturally familiar travel market, Canada offers the broadest range of relatively easy travel promotion opportunities for destinations and attractions across the United States. • Evidence that destinations who offer Canadian dollar-at-par promotions or other comparable incentives reap the return on investment — maintaining/increasing Canadian visitation. • The Canadian traveler seeks "value for the price paid" when selecting accommodations. • Many utilize RV parks and campgrounds. • Will take short breaks within the state of Florida from a winter second home or their luxury RV. • On top of their regular vacation, Canada has six national holidays, three religious holidays, and various provincial and city holidays each year. Economic Considerations: • GDP: $1.741 trillion • GDP Real Growth Rate: 3.7% • GDP—Per Capita: $46,213 (2019 est.) • Unemployment Rate: 5.5% • Inflation Rate: 2.01% • The exchange rate has remained stable at 30% which is high, but the Canadians are now accustomed to it. • Canadian inbound travel to Florida increased in 2019. • Sun destinations like Mexico and all-inclusive resorts in the Caribbean, including Cuba, were a strong competition but post pandemic, this might change. • Canadian economy forecasted to remain stable. EUROPE FRANCE International Traveler Profile: • #3 international inbound market for the U.S.A. and the Florida Keys • The United States is a popular destination for French travelers, ranked number one among long-distance destinations. California, the U.S. National Parks, New York, and Florida remain favorite destinations. • More than 1.87 million travelers from France visited the United States in 2019, a continual yearly increase. They spent a record-setting $6.5 billion in receipts while visiting. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-10 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • In 2019, France surpassed the UK(79,200)with 85,500 visitors to the Florida Keys behind Canada and Germany. • The French are very individualistic in their travel behavior, which explains 70% of visitors choose fly/drive vacations. Nevertheless, some travelers, mainly retired people, prefer organized trips. • The average length of stay is 14 nights for fly/drive market, FKKW captures 3-4 of these overnight visits. • Primary Travel Periods • Winter Holidays: Two weeks in February or March - Easter Holidays: Two weeks in April • Summer Holidays: Six weeks of school holidays in July and August • Fall Holidays: Two weeks in late October• Christmas Holidays: Two weeks in late December. • Family Vacations usually taken between mid-July and early September with couples traveling year-round. • New York, Florida, and California remain the preferred destinations. • The French are among those with the most time off in Europe—a minimum of five to seven weeks of paid holiday, 11 national holidays, and "RTT" days (additional days off for those who work 39 hours/week in the public sector and for some private companies. Travel Preferences and Trends: • Today's generation of travelers is comfortable traveling in English-speaking areas. • Bed and breakfast and boutique hotels stays are becoming increasingly popular with couples. The French are looking for more personal interaction with the local community. Families prefer branded resorts. • Miami is the #2 port of entry for French travelers (NYC is #1). • Prior to Covid, 10 carriers offer non-stop flights from France to the United States (The U.S. carriers are American Airlines, Delta Air Lines and United. The European carriers are Air France, Air Tahiti Nui, French Bee, Corsair, Level, La Compagnie, and Norwegian Air Shuttle). More new routes between the US and France than any other country in recent years (Dallas 2019, Chicago/Denver/Indianapolis 2018; Virgin alliance with Delta/KLM.). All should be reestablished as the borders reopen. • The French traveler primary considerations include: the cost of the trip (USD/EUR currency), the destination's weather, the level of security and threats, the great outdoors adventures, culture and heritage, authenticity, and gastronomy. • Attractions include nature and water activities, sunbathing, sightseeing. • The French travel to recharge batteries ("traveling is a therapy"), they gather with family, and take a break from their anxious daily lives. • The French are repeat visitors to favored destinations. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-11 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Economic Considerations and Political Trends: • Economy • GDP: $2.418 trillion (2019) • GDP Real Growth Rate: 1.3% (2019) - GDP—Per Capita: $36,060 (2019) • Unemployment Rate: 8.1% (2019) • Inflation Rate: 1.1% • France remains one of the strongest economies in the world. • France is the #2 economic leader in the Eurozone behind Germany and 7t" in the world. • Market indicators project continued growth in France. The French tourism market is dynamic and stable. • Security concerns in other warm-weather destinations (i.e., North Africa) have provided the U.S. with increased exposure as a valid first choice in long haul travel despite an increase in competition from Asia. • The traditional distribution system (wholesalers and retail agents) still plays a major role, especially for honeymooners, divers, luxury clientele, and seniors. • Tour operators are adding direct sells to the consumer as a new market for them, thereby passing on the savings and omitting the retail agent. BeNeLux (Belgium, Netherlands, Luxembourg) International Traveler Profile: • #12 international inbound market (combined) for the U.S.A. and the Florida Keys. • The United States is the number one destination for long-haul travelers from Belgium and the Netherlands. Under normal circumstances, there are daily direct flights from Brussels airport and Schiphol (Amsterdam) to the U.S.A., and because of the high-speed train links to Germany and France, these flights attract substantial numbers of passengers from those countries as well. • Workers in Belgium and the Netherlands have an average of 4 to 5 weeks of holidays per year with full pay plus a holiday bonus (8% of their yearly salary). • Dutch visitors to the Keys increased by 5.7% in 2019. • Luxemburg and Belgian numbers were static. 28% of all Dutch visitors to the US vacation in Florida. The average Belgian stays in the U.S. for 13 days. • The fly/drive market represents 50% of the total holiday travel segment. The average age of long-haul travelers is 45-54 years old. The travel period runs from June through mid-September with a peak in August. • The large majority of travelers are independent, seeking tailor-made trips and booking their vacations via a travel specialist instead of large tour operators. • An average of 20% of all visitors from Belgium and the Netherlands are first-time visitors, meaning that 80% are regularly returning to the US for their vacation. • Florida is the second most visited state and Miami is the main port of entry for those travelers and their length of stay averages a minimum of two weeks. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-12 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • While Belgium looks like a small country, with 11 million inhabitants, Belgians are in fact the sixth biggest spenders per capita in the tourism industry. Belgium is the smallest country in the top 10 for this parameter and does better than countries such as Germany, the United Kingdom, Switzerland, and the U.S.A. • The Benelux is good for 1 million tourists a year (inbound U.S.A.). Travel Preferences and Trends: • The Benelux traveler conducts online research for a possible destination in the US before making his / her travel plans. • The Dutch prefer the personal interaction and security that comes with using a travel agent. • "Adventure Vacations" vs. strictly beach activity is their preferred activity in warm sunny weather. • Travel agencies remain the strongest booking channel for the U.S. • There are a small number of tour operators serving the US-bound traveler. • The tour operator TUI dominates the Dutch and Belgian markets into the US, especially in Florida due to "TUI Fly" in Belgium and "Arke Fly" in the Netherlands, flying into MIA and SFB (Orlando Sanford). • 49% of Dutch travelers want to travel internationally in 2022, with September being their preferred travel month for a 2-3-week vacation. Economic Considerations and Political Trends: • The Belgian economy continues to be recognized as a stable market. • As the capital of the European Union and the seat of NATO headquarters, Brussels has attracted over 2,300 international companies. The people working for these companies and organizations are a very interesting market segment that does not exist in many other cities. At any one time, there are over 6,000 diplomats in Brussels, plus 15,000 lobbyists and more than 1,000 foreign correspondents. • Belgium is a very open market where there are hardly any signs of protectionism. For that reason, the country is often used as a test market where large and small companies try out new products and ideas. • The population in The Netherlands is expected to increase by 2% to 17.5 million in 2025. The age segment of 65-80 in The Netherlands is estimated to represent 17% of the total population in 2025, increasing the number of people who have time for travel. After years of recession, the total amount of travel trips showed moderate growth again between 2014 and 2018, while growth increased after 2018. 79% of outbound trips from The Netherlands are leisure related and 21% are business-related. Traveling by airplane has surpassed travel by car for the first time. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-13 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • Savings in The Netherlands increased with 42 billion Euro. 40% of the Dutch international travelers will spend between € 4,000 and € 10,000 on their next vacation. SPAIN International Traveler Profile: • #10 international inbound market for the U.S.A. and the Florida Keys. • Spaniards get four weeks of paid holidays plus 12 public holidays. • The length of stay is 17 days on average and, 23% of all Spanish visitors to the U.S.A. vacation in Florida. • Air Europa and Iberia have daily flights between Miami and Madrid. • The number of Spaniards who travel outside of the country continues to rise. From Q1 2019 to Q3 2019, the number rose by 1.4 percent. Travel Preferences and Trends: • Spanish travelers used online booking services to arrange 70 percent of their transportation, and 52 percent book their accommodations online. This trend is said to continue. According to experts, by 2022, online booking will become Spanish consumers' preferred method of making travel plans. • The travel and tourism sector will soon pick up where it left off. Overall travel sentiment is high, and the travel and tourism industry will begin to recover by the summer of 2021. • Domestic trips will drop from 82% in 2020 to 66% in 2021, trips to Europe would rise from 14% this year to 22% next year, and long-distance traffic would increase from 4% this year to 12% in 2021. Economic Considerations and Political Trends: • Spain remains one of the fastest growing European economies. The Spanish GDP closed the year with an increase of around 2 percent, which is slightly less than previous years but higher than the performance of other major European econom ies. • Spain's unemployment rate continues to decrease. In 2019, it was 13.8 percent, which stabilizes the purchasing power of Spaniards. • Spaniards are increasingly open to travel and place emphasis on trying new and exclusive experiences. • Spanish visitors to the U.S. have risen over 62 percent in the last decade (2009 to 2019) from 597,000 in 2009 to 943,000 in 2019 (a 7 percent annual increase over ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-14 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2018) representing the second-highest growth among the top five European outbound markets and contributing a significant $60 billion to the U.S. economy. • The median expected household travel they spend for their next U.S.A. trip is $ 4,527 (exclusive of airline tickets). • Like most European nations, their preferred months to travel are (March 2017— March 2019): 31% July, 39% August, and September 29%. GERMANY, AUSTRIA, SWITZERLAND International Traveler Profile • #2 international inbound market (combined) for the U.S.A. and the Florida Keys. • In 2019, Florida remained a favored U.S. based destination for visitors from Germany, increasing market share within the U.S. to 17.58% • Average length of stay in Florida was 14 nights. • The typical length of stay in the Florida Keys is between 2 and 3 overnights • Main motivators for traveling: weather, climate, beaches, nature, wildlife • Top Interests for the Florida Keys: nature experiences, outdoor and watersport activities, laid back feeling, authenticity, "getting away." Travel Preferences and Trends: • Pre-Covid, airlift from the German-speaking market to Florida included Lufthansa daily service to both Miami and Tampa; Eurowings serving Miami and Fort Myers from Dusseldorf; daily service by Swiss Air from Zurich to Miami; Edelweiss to Tampa and Orlando from Zurich; Austrian Airlines from Vienna to Miami. In addition, Icelandair and Aer Lingus served Orlando by connecting through Ireland/Iceland from several German cities. Other important European airlines were KLM and British Airways flying to Miami. • Most air service has been discontinued during the pandemic; the expectation is that most of the routes will be picked up again when travel is allowed. • With some customers wishing to avoid larger crowds / larger cities, there will be increased interest in flights to secondary / smaller airports, creating opportunities for new itineraries starting and/or ending in Key West thanks to increased domestic air service to EYW from US international hub airports. • It remains to be seen whether airlines will introduce higher fares to recoup the losses of the pandemic, or if there will be a renewed price battle for the customers willing to travel. • As Germans, Swiss and Austrians were allowed only to travel within their own respective countries in 2020 (if at all), there will be increased demand for travel to long-haul destinations in late 2021 and especially in 2022. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-15 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • With uncertainty surrounding international travel, a surge in last-minute / short- term bookings can be expected for fall/winter travel in 2021/22, as consumers will wait for rules and regulations regarding vaccinations and testing to be clear before traveling. • For 2022, with continued improvement of the vaccination situation, one can expect a return to more traditional booking patterns. Summer bookings to the U.S.A. are traditionally "in the books" of the German-market tour operators by March, with December and January still being the primary booking months for summer travel. • Shoulder seasons have seen and will most likely continue to see an increase in double income, no kids and/or empty nesters. • Most likely, there will be two types of opposing trends among post-pandemic travelers: One group will be looking to avoid crowds, have more "socially distanced" nature-based experiences off the beaten path, looking for smaller cities and more rural areas. Economic Considerations and Political Trends: • The German economy has survived the pandemic relatively unscathed so far; the unemployment rate is currently at 6.0% (April 2021), which is higher than the record low right before the pandemic (4.8% in November 2019) but still at a reasonable level given the overall circumstances; peak unemployment rate during the pandemic was 6.4% in August 2020. • An additional 2.5 - 3 million Germans right now are on wage subsidy programs supported by the German government to alleviate the impact of the Corona pandemic (that is especially true for industries like tourism, culture, and gastronomy). • The unemployment rate for Switzerland is 3.3%;(April 2021), which is also only one percentage point above pre-pandemic levels (around 2.3% in 2019). • The Austria unemployment rate is at 5.7% (April 2021), which had been down to 4.5% in 2019, but also lower than 6.2% in summer 2020. • While the pandemic has undoubtedly affected many Germans economically in a negative way, 2020 was positive for lots of educated, medium-to-higher income groups. During the pandemic, the consumer savings rate in Germany shot up to 16.6% as people were not able to spend money on vacations, restaurants, and other leisure-time activities for most of the year. • Paired with the pent-up demand from not being able to travel, we expect many consumers from medium-to-higher income groups to use those savings for travel as soon as it becomes possible. • Currency: The USD has lost moderately against the EUR in early 2021 but has remained steady during the pandemic. Prices and inflation are starting to rise in Germany, so it is good that there has not been any significant fluctuation in exchange rates. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-16 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • Overall, the US is currently perceived as a safe destination thanks to its recent handling of the pandemic and the speedy vaccination rollout in late 2020 / early 2021. UNITED KINGDOM International Traveler Profile: • #4 international inbound market for the U.S.A. and the Florida Keys. • Around 4.8 million Brits visit the U.S.A. each year. • Population of the UK is 66 million, with a median age of 40.6 years. • Almost all workers are entitled to 5 — 6 weeks paid annual leave each year. • Length of stay in the U.S.A. is 11.9 nights. • Top three visited states were Florida, New York, California. • Orlando captures a vast majority of the mass market share for UK visitors to the top three U.S. cities visited (New York, Las Vegas, and Orlando). New York is the most visited U.S.A. destination by Brits. Miami ranks 6t" as most visited destination. • "Dinkys" (double income, no kids), "skiers" (spending kid's inheritance) LGBTQ travel and Millennials continue to be the demographics to target as have reasonable disposable income levels. • Florida Keys are viewed as a year-round and luxury destination. • Families will stay in hotels or self-catered units. Couples will stay in small inns, bed and breakfast type accommodations or high-end luxury resorts. • Sun/beach and fly-drive trips continue to be the main attraction of a Brits holiday, but honeymoons and other significant life event celebrations and experience-led activities (soft adventure, national parks) continue to motivate as well. • Travel to FKKW is not price driven. • Key West continues to be recognized as a popular LGBTQ destination for UK consumers. Travel Preferences & Trends: • The UK is the largest overseas market for inbound visitation to the U.S.A. • The average number of holidays UK residents take abroad each year is 1.9. • The U.S.A. is the 3rd most popular destination for taking holidays (after Spain and France) and the number one long-haul destination. • Covid has created a very early booking market, with consumers booking for 2022 right up to 2024. Tour operators are having to guestimate costs as no hotel or airfare rates available for long lead times. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-17 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • On the flip side, there is also expected to be a very lastminute booking market, when border and government regulations ease, it is expected that there will be a holiday surge from as little as two weeks out. • As we emerge out of the pandemic, travel trends expect consumers to "embrace old favorites" and return to destinations they know and love. This is positive for the Florida Keys as we know that the U.S.A. is a much-loved destination. • Forecasts also expect a rise in bucket list travel — trips that deliver unforgettable experiences. Particularly the younger generation, are most likely to spend as much or more on their holidays in 2021 and 2022 and make it a trip of a lifetime. • Experiencing the great outdoors and getting back to nature will also play an important part in destination choice. • Canada is now an equally popular destination for holidaymakers. • There is a growing desire to book with the travel trade for the peace of mind of a package holiday and to obtain the expertise of a travel provider. Economic Considerations and Political Trends: • GDP Real Growth rate forecast at 2.3% for 2021, and 4.5% for 2022. • UK economy remains about 8.6% smaller than what it was in 2019. UK economy hopeful to return to its Q4 2019 level in Q2 2022. • Unemployment rate expected to peak at 6.5% by end of the year. • Rate of inflation: 2.7% • The UK is one of the world's largest and most competitive travel markets to do business in. Brits have an insatiable appetite for travel and, coupled with the strong vaccination program in progress this will likely increase confidence in long haul travel, adding to the pent-up demand for international travel that exists. • Consumers look well-placed to play a key role in the recovery given the recent high savings ratios and lower-than-expected levels of unemployment. The household savings ratio reached 16.3% in 2020, up from 6.8% in 2019. • Consumer spending is expected to expand 4.4% in 2021 before growing 5.7% in 2022. IRELAND International Traveler Profile: • #21 international inbound market for the U.S.A. and the Florida Keys. • Population of Ireland is 5.2 million with a median age of 37.8 years. • Nearly all workers are legally entitled to four weeks of paid holiday yearly. • The U.S. is the most important long-haul holiday destination. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-18 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ • Around 521,000 Irish visit the U.S.A. each year. • The main purpose of the trip is a vacation followed by visiting friends or relatives. • Florida, New York, and California are the most popular destinations. • The average length of stay is 12.9 nights in the U.S. • Orlando is still of great interest, especially for families with small children. • Those with older children, repeat visitors, couples, or empty nesters more likely to travel to the Florida Keys. Pre-pandemic, cruising was popular and allowed pre/post itineraries to include the Florida Keys & Key West. Travel Preferences and Trends: • The Irish prefers sunny, warm destinations as they depend on their holidays to rejuvenate in the sun. • Destinations "slightly off the beaten path" and twin center holidays continue to be very popular and looking for the "brag factor." • The United States earns one half of Ireland's long-haul travel market. • Airline schedules are still to be confirmed with Aer Lingus who did have a 3 weekly direct flight from Dublin to Miami. Additional carriers out of Ireland to the U.S.A. are Delta Airlines, American Airlines and United Airlines. Schedules pending. • Consumers are booking travel year-round vs. the traditional January time frame. Tour operators are allowing them to book as far out as 12-18 months and only must put down a small deposit to hold positive space. Economic Considerations and Political Trends: • Irish GDP saw growth of +3% in 2020 which is the only country in Europe to show growth. • There is a strong growth forecast of +3.4% in 2021 and +3.5% in 2022. • The Irish unemployment rate sits at 6.7% • Consumer confidence is strong and in April 2021 was the highest it had been for 13 months. • There have been increases in personal savings: +EUR 13.4 billion. This is anticipated to be spent on foreign holidays when travel resumes. • The high disposable income = real pent-up demand for travel and particularly to the U.S.A. The upper-income bracket will continue to travel and seek destinations that offer unique experiences. • U.S. pre-immigration and customs clearance facilities provide a unique advantage to travelers departing from Dublin and Shannon airport. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-19 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ DENMARK International Traveler Profile: • #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys. • Approximately 314,060 Danes visit the U.S.A. each year. • California, Florida, and New York are the top three travel destinations. • Beach holidays, city breaks, and fly/drive packages most popular. • The U.S.A. is considered for a city break destination and a longer travel holiday. • Danes will look to travel to the U.S.A. multiple times a year. • They go on a 3 — 4-week summer vacation between June and August. • An average household income is $95,693. • Enjoy experiential travel, active holidays, and relaxation. • Danes enjoy six full weeks of annual vacation and 12 national bank holidays. • Average Length of stay (in Florida) is 14.9 days. Travel Preferences and Trends: • The Danes are currently waiting for travel restrictions to ease before committing to firm plans of travel within the U.S.A. • Tour Operators are used for long haul travel arrangements. • Travelers are becoming more adventurous, looking for more unique experiences. • Danes enjoy long road trips, making the Overseas Highway a `must see and do' for this market. • Due to the harsh climate, continue to seek sun and warm beach holidays, particularly in the winter months. • Special interest holidays on the increase. (biking, sailing, diving, etc.) Economic Considerations and Political Trends: • Denmark's real GDP is forecast to expand by +2.8% in 2021 and around 2.9% in 2022. • Unemployment is currently at around 6.8%. • Denmark is one of the largest exporters of wind energy technology, aircraft, computers machinery, and container ships in the world. Their economy is also reliant on their exportation of oil and natural gas. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-20 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ FINLAND International Traveler Profile: • #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys. • U.S.A. is one of the main long-haul destinations for Finns. • Around 142,000 Finnish travel to the U.S.A. each year. • Florida, New York, and California are the most popular destinations in the U.S. • Majority of Finns choose packages but trending toward individualized travel. • Finns enjoy beach holidays, but a growing number are looking for active holidays engaging in modern type watersports. (Cycling, kite boarding, paddle boarding, nature-based attractions). • Florida is the most popular destination for first-time travelers to the U.S., families with children, and senior citizens. • Finnish tend to travel the entire state of Florida on their trip. Travel Preference & Trends: • Finnish tour operators report a continued trend that more Finns are seeking active adventure holidays, custom travel packages and are interested in interacting with local cultures. • 50% of all long-haul travel takes place in the summer (late June through early September) and is the most popular time of year to travel to the States. • In the long-haul market, the U.S. competes mainly with Southeast Asia, with Thailand being the most popular destination in that region. Economic Considerations and Political Trends: • Real GDP growth is forecast to rebound by 2.8% in 2021. The country has weathered the crisis relatively well and is one of the least affected countries in the EU. • One-third of the country's GDP is produced in the greater Helsinki region. • Finland gives its workers 30 days paid vacation and 14 paid holidays per year. • The only Nordic country to trade the Euro as a currency. • GDP tied to forestry, paper mills and agriculture with all sectors doing very well • Unemployment rate is 8.1%. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-21 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ N O RWAY International Traveler Profile: • #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys. • U.S. continues to be Norway's favorite long-haul destination. • Around 268,000 Norwegians visit U.S.A. each year. • Top cities are New York, Miami, Los Angeles, and San Francisco and Tampa • Experienced, discerning travelers. • Norwegians will tend to travel multiple destinations within the state of Florida which will include the Florida Keys. • Average spend is $4000.00 per person per trip. • Enjoy five weeks of paid holiday per year. • The average length of stay in Florida is 16 days. • Summer travel occurs between mid-June and mid-September. • Winter sun destinations are popular as they want to escape the harsh winters. • Will research destinations online but consult travel trade for the actual booking. Travel Preferences and Trends: • Norwegians are experienced travelers, fluent in English, with time and money to travel. • Consumers are still asking for sustainable travel. • Flexible cancellation policies and low levels of infection rates will buoy travel to certain countries. • 1 out of 4 consumers in a recent survey answered, they were more concerned with sustainability post pandemic, than they were before. • Businesses that can offer more sustainable travel will have a competitive edge moving forward. • Interested in "action and adventure" travel (scuba diving, deep-sea fishing). • Over 63% of all travel to the U.S. is organized through specialist travel agents, which will tailor the vacation to the specific requirements of the traveler. • The fastest growing niche market is adventure travel (fishing, golfing, diving). • A new airline is planned called Norge Atlantic Airways and they are anticipating an Oslo to Miami Route. Flights scheduled to start in November. • Cruising is becoming popular with 7-14-night pre/post itineraries in-state. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-22 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Economic Considerations and Political Trends: • GDP rate is forecast for 3.86% in 2021 and 3.99% in 2022. • Norway is one of the wealthiest countries in the world and has an unemployment rate of 5.8% which has increased from 3.2% due to Covid pandemic. • Because the economy is reliant on the exportation of crude oil and natural gas products, it is vulnerable to current market fluctuations. SWEDEN International Traveler Profile: • #4 international inbound market (Nordic combined) for the U.S.A. and the Florida Keys. • United States has been the favored long-haul destination for many years. • Around 452,000 Swedes visit U.S.A. each year. • Top three visited states are California, New York, and Florida. • Average Length of stay is between16-21 days. • Fluent in English • Most are family oriented, with 1 or 2 children accompanying adults. • Retirees with time guaranteed pensions are traveling during off-peak periods. • Generous annual vacation time with a minimum of 25 days paid leave. Travel Preferences and Trends: • Cultural experiences, eco-tourism, and soft-adventure trips on the rise, while shopping and gastronomy remain important attributes. • Most travel is conducted June-September (family market) with retirees opting for quieter, fall months. • Prefer fly/drive packages with "add on" opportunities. • Swedish travelers will use the internet to research their holiday choices, but more than half will continue to use travel agencies (online and high street stores)to book. • Direct flights to the U.S. on SAS have increased year on year in frequency and destinations offered. Return to pre-pandemic scheduling to be determined. • Swedes will spend approximately $3,300+ per traveler. • Plan meticulously in advance of their trip. Hotels are expected to be of a high clean standard with fast internet. • Prefer destinations offering sun and beaches. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-23 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • The Swedes are ready to travel to the U.S.A. and are waiting for travel restrictions to lift. Economic Considerations and Political Trends: • GDP growth across 2021 is forecast at 4.4% and for 2022 at 3.3%. • Swedish economy has been strong with improved consumer confidence and low-interest rates. • The unemployment rate increased to 9.1%. • Sweden has one of the EU's lowest national debt and inflation rates complemented by a healthy banking system. ITALY International Traveler Profile: • #8 international inbound market for the U.S.A. and the Florida Keys. • Population of Italy is 62.4 million. • The U.S. remains the top long-haul preferred destination. • More than 1 million Italians visit the U.S.A. each year which has been a year-on- year increase for the past 4 years. • Italy continues to be the 12th largest inbound market to the United States and the 4th from Europe. • Top destinations are New York, Florida, California. Miami is second behind New York City. • The average length of stay in the U.S. is 13.8 nights. • Most of our Italian visitors come from the northern and central regions on the country. Travel Preferences & Trends: • Italians tend to take holidays between July and September. • Italy has over 8000 travel agencies and 750 tour operators. Shopping and sightseeing are the most popular activities for Italian travelers, followed by cultural and historical activities. • Historically Italy has enjoyed direct airlift to the U.S.A. with American Airlines, Delta and United, Italian carriers Alitalia and Air Italy as well as Emirates Airlines and Norwegian Air. Pending revised schedules following pandemic. • Miami and the Florida Keys realize 65% of all Italian visitors to Florida. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-24 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ • Summer peak travel period is July-mid September, with over 45% of all long-haul travel occurring during August. • Pre and Post cruise excursions to the Florida Keys & Key West were popular pre- pandemic. • 63% of long-haul packages include flight, accommodation, transfers, and excursions, 34% flight and accommodation only, and 3% fly/drive. Flight or accommodation only options do not exist in tour operator packages within the Italian market. Economic Considerations: • GDP growth rate forecast in 2021 is 4.15% (from -8.87% in 2020)with an expected growth of 3.6% in 2022. • The Florida Keys attracts the sophisticated, upscale Italian tourist. This market segment not adversely affected by swings in the general economic climate. • Unemployment is 11.6%. • The LGBT segment continues to be a growing market. Domestic Overview The beginning of fiscal year 2021 was filled with a mix of uncertainty and optimism as we continued to navigate through complicated and confusing messaging related to the virus. We were dealing with so many messages across all media outlets, as well as a contentious and distracting general election which had the entire country on edge. In addition, as the colder weather began to take hold in our key feeder markets, the virus began to surge, therefore occupancy and revenues were down significantly as the public began to quarantine once again. This uncharted reality, combined with zero international travel, was truly unprecedented. The pace of bookings remained sluggish until the vaccine rollout began in mid-February, and we continue to move forward at a record pace. As we look ahead to fiscal year 2022, the post covid landscape looks promising. The motivation and enthusiasm for travel should continue, with confidence in air travel surging nationally. Regional drive-down visitors will remain the bedrock of our short term, `quick getaway' market, which is critical during our shoulder and softer seasons, and the increase of direct routes into Key West International will continue to offer accessibility options not available pre-pandemic. Additionally, we welcomed many first-time visitors to the Keys during the winter of 2021— mostly due to a lack of competition from other warm weather vacation destinations during lockdowns — and we plan to continue our outreach to turn this group into long-term, repeat visitors. The sales team is keenly aware of and prepared to react to these market dynamics. We see real opportunities to develop a presence in new markets where we have not focused ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-25 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ before — including Nashville, Pittsburgh, and Cincinnati. We continue to work closely to support and assist domestic tour operators and the leisure travel advisor community, with a key goal being to ensure the destination remains top of mind during the critical winter booking season. In the post-pandemic environment, offshore and sun/sand vacation destinations will once again be open to U.S. travelers this winter. Along with more options available to travelers, several market conditions including inflation concerns, higher gas prices and an end to stimulus payments also pose a challenge. The sales team plans to counter any potential market share loss through aggressive virtual and in-person education on the unique "only in the Keys" experiences offered here. Our domestic visitor profile has not changed much in recent years. Double income families, couples, empty-nesters, and multigenerational families continue to dominate. Millennials have become a targeted part of the marketing mix and active vacations, along with sustainable tourism attributes will be key in communicating to this market segment. We anticipate that our traditional winter and summer feeder markets will continue to be similar in 2022, with demand for and interest in stateside getaways remaining popular. There is a palpable segment of the domestic population that continues to be hesitant to travel outside the confines of the United States. Direct flights from Chicago, Newark, Philadelphia, Washington, Dallas, Houston, Charlotte, Atlanta, Nashville, Pittsburgh, Cincinnati, and many more continue to make it easier and quicker than ever to get to the Keys. Increased arrivals by air also provide the additional benefit of relieving vehicular traffic and congestion on the Overseas Highway. The sales team will also continue our outreach and market development efforts in places like Colorado and California — along with the all-new cities mentioned above that now offer direct flights into EYW. These forward-thinking travelers not only book rooms further out, and tend to stay longer, but they also plan their excursions and activities well ahead of arrival. This action provides both our lodging and attraction partners with the ability to create a memorable experience with these higher-value guests. With direct lift from Dallas into Key West, it is now possible for travelers from our three main California markets to make one easy connection and arrive in Key West, with the possibility of booking an open jaw ticket. In this scenario, passengers can fly into one airport and depart from another (Miami, Ft. Lauderdale) using the same carrier, thereby providing them the opportunity of spending a week in the destination and experiencing all that the Florida Keys has to offer. The overall perception of the Florida Keys and Key West continues to hold an emotional connection with our visitors, both new and repeat. Our promotional campaigns and events have built trustworthy relationships within high-end luxury travel networks such as Virtuoso, Pleasant Holidays, Delta Vacations, and the Signature network. These relationships have created a secondary sales force for the Florida Keys and Key West, and we plan to continue fostering and expanding these relationships via multiple sales channels. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-26 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ LGBTQ Market Overview Key West and the Florida Keys is positioned with enviable brand name awareness amongst all ages of LGBTQ+ travelers. The destination is poised to take advantage of these early, optimistic "first out of the gate" visitors in a post-vaccination world. Key West and the Florida Keys continues to rank well among LGBTQ+ travelers for acceptance/inclusion/safety, weather, arts/culture/history, and water activities. We have been welcoming members of the rainbow community for decades, providing the area with a positive reputation, steeped with history. According to an extensive survey conducted by the IGLTA in Spring 2021, domestic trips, hotel/resort stays, and short-haul flights are at the top of the activity list for the rest of the year. Long-haul flights and group travel will take longer to rebound, meaning international LGBTQ+ guests will not return to pre-covid levels until well into 2022. Additionally, the survey revealed that Pride events and LGBTQ+festivals also ranked highly, underscoring the desire to reconnect within the community. The majority of US respondents (77%) said they plan to take their next major vacation before the end of 2021, with peak travel mostly taking place between mid-summer into the fall. Pride events in key markets such as Atlanta, Tampa/St. Petersburg (FL) and Chicago will continue to offer sales staff important opportunities to directly reach LGBTQ+ travel consumers. In addition to direct-to-consumer efforts, an intensive presence on social media is critical in engaging the LGBTQ+ community with ongoing awareness, dialogue, and outreach. Sales staff will work closely with our agencies of record to optimize and maximize the targeting and reach of these multi-discipline marketing efforts. In addition, Key West and the Florida Keys will benefit with its membership and participation in the Gay Travel Business Network and in events such as Connect Thrive this year. These memberships provide hotels opportunities to bid on small professional groups and conferences of less than 50 persons for next year. Sponsorships with Provincetown for Women, Gaycation Magazine, and several LGBTQ travel podcasts will also enhance our positioning within the LGBTQ market. Like their mainstream counterparts, LGBTQ+ travelers come to Key West and the Florida Keys for the warm weather, variety of accommodations, attractions, and all-welcoming atmosphere. Our world-renowned male-only guest houses are a huge draw as well. Most importantly, our messaging to the LGBTQ+ community rings with authenticity—Key West and the Florida Keys does not have to fabricate a convincing story about its history, culture, or climate. We were "out before it was `in'." Re-establishing this destination's relationship and awareness with the LGBTQ+ market and reminding the community of Key West's historic importance as a preferred vacation destination will be the focus of marketing efforts in the immediate future. Reaching out via digital platforms and social media will be especially requisite. In all marketing efforts there must be flexibility, adaptability, and readiness to pivot if the situation warrants, most ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-27 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ especially as more destinations, and possible cruises, become available to this market segment. Meetings, Incentive, Corporate and Exhibitions Overview We began Fiscal year 2020 - 2021 for the MICE market in standby mode and we have since moved forward into more solid territory. Four months into the destination's reopening to visitors, properties were cautiously optimistic and slowly began to recall their onsite sales departments. This was responding to industry demand looking to accommodate rebooking programs from spring/summer of 2020. Planners were not only transplanting domestic programs but also researching alternatives for scheduled offshore programs for 2021 knowing the uncertainty about the program's feasibility was growing. With the distribution of multiple vaccines earlier this year, additional pressures were placed on planners with traditional programs to quickly secure space for events. This not only impacted the second half of 2021 but also well into 2022. Experienced planners knew group inventory and group discount pricing were going to be exhausted and vanish quickly. The Florida Keys and Key West is positioned well to assist the professionals and propose viable alternatives for rescheduled and reimagined programs. We offer planners the safety and convenience of a domestic destination while attendees enjoy the allure of an offshore experience and vast outdoor spaces. Safety and familiarity are important in times of upheaval. Currently the most feared unknown facing planners is the possibility of continued imposed business travel restrictions by corporations. They are worried companies will prevent all travel including attending meetings until herd immunity is reached. These challenges are further compounded by each state and city in the U.S. setting its own pace and establishing its own rules for group gatherings making it difficult for meeting planners to know where and how meetings will be permitted in each destination. There is also the attendee reluctance factor as many corporations are rethinking the expenses related to business travel and employees not supportive of returning to a pre pandemic road warrior lifestyle. By lengthening the booking window well into 2022, planners have more time to ensure the event comes to fruition as planned while gauging the temperance for attendance while adhering to local health and safety protocols. Northstar Meetings Group is also reporting that large events (500-1000 attendees), are forecasted to see the greatest decline in numbers in the next 6 -18 months. Smaller events are positioned to see an overall rise in volume, with the greatest growth in gatherings of 15 or fewer participants, followed by meetings for 15 to 50. Smaller meetings ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-28 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ are better suited to adapt to the challenges outlined above and is a target market for the Florida Keys and Key West. The group meetings and incentives market continue to play an integral role in many properties' base revenue. It contributes to a stronger REVPAR and impacts revenue channels such as food and beverage, marina, water sports concessions, spas, and gift shops. They also impact our local communities with positive revenue influxes to small business owners. Some examples are watersports excursions, bars and restaurants, cultural events, and museums. Groups add much anticipated revenue across a variety of business platforms. With the uncertainty of economic indicators, pandemic effects and stigmas, staff will have to be more diligent than ever in monitoring the pulse of the industry and be ready to react to changes swiftly. In the past, the two-day appointment-based industry events have offered us the best success in accessing time-pressed key players in the industry. As of now, industry event organizers are still planning their smaller regional events with confidence. They are better positioned to pivot if local conditions and regulations should need to change. Also, next year we will be taking advantage of bolstering our trade educational outreach through regional MICE industry organizational sponsorships, electronic events, and destination webinars. These smaller more regional educational events allow both planner and supplier a measured reentry approach to large gatherings. They also provide focused and dedicated destination training to expand our visibility within the coveted revenue generating market segment. The Florida Keys and Key West is well positioned for the next fiscal year. We offer planners the safety and convenience of a domestic destination while attendees enjoy the allure of an offshore experience and vast outdoor spaces. After the horrific events 20 years ago on September 11th, both leisure and group travelers found solace in the Keys as it represented a domestic based, familiar destination. As the nation begins its emotional healing from the pandemic, the same elements are in play for the post Covid recovery period. 2021 -2022 SALES ACTIVITY CALENDAR OCTOBER 2021 October 01-04 IFTM Top Resa Paris, France Registration: $5,800 (credit) Sabine Chilton ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-29 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The Florida Keys and Key West will be participating in this France's leading Travel Show. The show attracts over 15,000 travel trade professionals from all over France and has a strong media component. This show is well positioned to promote the destination in advance of the peak winter booking period. October 08-09 Atlanta Pride Atlanta, GA Registration: $3,500 Staff Atlanta Pride provides another opportunity for Key West to gain visibility to the LGBTQ community in one of our key feeder markets. Enticing this community to visit and remember the heritage of Key West's LGBTQ+ offerings will remain our core message. Several hundred thousand visitors attend this event. October 16-17 Atlanta Travel and Adventure Show Atlanta, GA Registration: $6,390 M. McGill/Staff Brochure distribution available at $200 per property. The Travel & Adventure Show Series brings its premier consumer marketing platform to Atlanta. As a key hub for Delta airlines this opportunity provides access to the independent traveler market never offered before and is a solid opportunity for the TDC to take advantage of the winter booking window for this region. October 20 Florida Keys Appreciation Luncheon Orlando, FL Registration: N/A Sabine Chilton The Florida Keys and its' hotel partners will host an appreciation luncheon for Tour Operators and Receptive Operators in the Orlando area. Most bookings made by the International Tour Operators all over the world are made through those receptives operators. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-30 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ October 21 Florida Keys Appreciation Luncheon Miami / Fort Lauderdale, FL Registration: N/A Sabine Chilton The Florida Keys and its' hotel partners will host an appreciation luncheon for Tour Operators and Receptive Operators in the Miami/ Fort Lauderdale area. Most bookings made by the International Tour Operators all over the world are made through those receptives operators. October 28-29 USA/Canada Experience USA Netherlands Registration: $ 5,000 (on resolution) Get It Across/Staff The USA - Canada Experience event takes place in Zeist by Utrecht. Only tour operators and their travel agents selling the USA and Canada are in attendance. All the key players in the Dutch market show up for presentations and networking sessions during these two days. Over 300 travel agents are in attendance to learn and/or reacquaint themselves with different destinations. The Netherlands together with Belgium are putting every effort into increasing visitor numbers to the US. Their goal is to reach one million visitors. NOVEMBER 2021 November 02-04 World Travel Market London, U.K. Registration: $65,000 Axis Travel MarketingN. Vrielynck/M. McGill World Travel Market is the UK's largest annual travel trade show. There will be a USA Pavilion for US-based destinations to exhibit their products and meet with travel agents, tour operators, and travel media. The Florida Keys will continue to show a strong presence in this market to build on existing trade relationships as well as to identify emerging "niche" travel segment opportunities. Axis Travel Marketing will arrange for as many trade appointments as possible and identify with those members of the trade who best suit our lodging industry. Co-op participation and brochure distribution options are available at no charge. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-31 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ November 09-11 IMEX Las Vegas, NV Registration: $60,000 Jack Meier/Staff No fee for co-op participation this year. IMEX American has grown rapidly since its first debuted over seven years ago. The appointment-based show has almost doubled in size. The show has positioned itself as the preeminent domestic event for the incentive market. The TDC will purchase exhibit space, maintaining our exposure to this market segment while minimizing costs. Partner participation will be made available. November 09-12 Signature National Conference Las Vegas, NV Registration: $ 7,000 S. Chilton/ M. McGill Signature Travel Network is a cooperative travel network, consisting of over 450 travel agency locations in the US and Canada and over 11,000 travel professionals. With a primary focus on leisure travel worldwide. The members collectively generate over $8 billion in travel sales annually. Signature's network of experienced professionals delivers quality worldwide vacations by serving the unique needs of discerning travelers. They create clients for life through their expertise, customer service, and commitment to providing the best value. As industry leaders, their vision includes forging partnerships with the most respected travel companies, delivering state-of-the-art technology to members and their clients, and designing programs that have a positive impact on Signature members and partners. November 15-18, 2021 Adventure Elevate Sedona, AZ Registration: $ 950 Y. Vrielynck/Staff Adventure ELEVATE is an annual North America-based two-day intensive educational and networking conference that brings together thought-leaders and practitioners for inspiration, education, and insights into the trends that shape our industry year-round. This intimate, tightly focused event weaves together interactive workshops, inspiring plenary discussions, and networking opportunities. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-32 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ JANUARY 2022 January 07-09 Oslo Reisliv Oslo, Norway Registration: $3500 Axis/M. McGill This three-day event is one of the largest annual travel shows in Scandinavia and will allow the Florida Keys to exhibit during a key booking window in January. Tour operators, travel agencies and consumers from Norway, Sweden, and Denmark attend, with over 100,000 visitors during the 2019 show. January 21-23 AAA Pittsburgh Travel Showcase Pittsburgh, PA Registration: $4150 Yves Vrielynck/Staff Co-op participation available at no charge Brochure distribution available at $200 per property AAA Travel is recognized as one of the country's largest travel agencies specializing in vacation planning. AAA Travel industry experts provide a wealth of information, personal service, and book vacations throughout the Showcase. Pittsburgh has been as ranked a Top U.S. destination by Travel + Leisure and is home to Fortune 500 companies and other corporate headquarters. The Pittsburgh Travel Showcase is staged in nearly 100,000 square feet of prime accessible exhibit space within one of the country's top convention centers. Sales staff will work with Newman PR to attract attention to the new Pittsburgh-Key West airlift that began in June 2021. January 24-26 Florida Huddle Tampa, FL Registration: $3000 Sabine Chilton Florida Huddle, now organized by Visit Florida, is an appointment show which brings buyers and suppliers together. The show format includes two days of computer generated pre-scheduled appointments based on mutual requests. It is exclusively formatted to ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-33 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ promote Florida products to the International FIT and group tour market. Florida Huddle is not as cost prohibitive and gives excellent Florida-specific exposure. January 28-29 New York Travel & Adventure Show New York City, NY Registration: $6,360 Sabine Chilton/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The first-annual New York Travel & Adventure Show brings one of the nation's largest feeder markets for the Keys into the Unicomm portfolio. This region continually ranks in our top cities (areas) of origin during the peak winter travel seasons and when the dark days of January set in, these consumers are ready to escape to a sunny, warm climate. Direct flights from EWR to EYW are available for sale during this time which can help capture late February/March and Easter break travel. FEBRUARY 2022 February 05-06 Chicago Travel and Adventure Show Chicago, IL Registration: $6,390 Yves Vrielynck/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, ensuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the greater Chicago-land area continues to be one of our key winter feeder domestic markets, most especially with seasonal direct flights from ORD airport. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-34 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ February 26-27 D.C. Travel and Adventure Show Washington, D.C. Registration: $6,390 Jack Meier/Staff Co-op participation available at no charge Brochure distribution available at $200 per property This show is the USA's premier consumer event serving adventure, eco and outdoor tourism enthusiasts and professionals. These events have become `the' travel planning venue for the adventurous, affluent, active travel market segment. Over 66% of consumers in attendance reports having an average household income over $100K. This show continues to draw a quality response and upper end consumers looking for more detailed information about destinations. This show pulls consumers from both inside and outside the beltway, helping to feed our spring and summer domestic feeder markets. MARCH 2O22 March 05-06 Boston Travel and Adventure Show Boston, MA Registration: $6,390 Sabine Chilton/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, ensuring high end media and travel professional exposure. January is the peak booking time for New Englanders looking to escape their harsh winters. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-35 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ March 06-07 Visit USA Italy Showcase Location TBD, Italy Registration: $4500 AxisTravelNves Vrielynck/Markham McGill Just before ITB, delegates from the U.S. will be traveling to Italy to participate in the Visit USA Italy showcase. This promotional event is the most efficient method of exposing the destination to the main travel trade and media partners within the Italian tourism sector. This is a cost-effective method of promoting product to a market segment that travels almost exclusively during August. March 09-13 I.T.B. Berlin, Germany Registration: $40,000 Get It AcrossNves Vrielynck/Markham McGill This trade fair is known as the world's largest tourism showcase. ITB continues to be the "Must Attend" tradeshow for anyone who is committed to the International Marketplace. The most recent Visitor Profile Survey listed Germany as the number two ranked origin of international visitors, (behind Canada) therefore making ITB one of the most important trade events of the year. Our German market sales and public relations office will coordinate appointments during the trade and media days, targeting both LGBTQ market and mainstream trade. Co-op participation and brochure distribution options are available at no charge. March 12-13 L.A. Travel and Adventure Show Los Angeles, CA Registration: $6,390 Jack Meier/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-36 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ ensuring high end media and travel professional exposure. January is the peak booking time for New Englanders looking to escape their harsh winters. APRIL 2022 April 01 Departure Lounge — Virtuoso Sales Mission Dallas, TX Registration: $500 Markham McGill/Staff Prior to the Dallas Travel and Adventure Show we will meet with the Virtuoso advisors at the Departure Lounge. The Departure Lounge is an upscale travel agency, affiliated with Virtuoso, who operates several offices located throughout the country. Its main office is located in Austin, Texas. It is also an upscale event venue where travel industry partners can make presentations for Departure Lounge travel advisors and their clients, accessed through their exclusive membership in the Virtuoso luxury travel network. TDC staff is currently resourcing a 7-day, 5 star Florida Keys itinerary inclusive of accommodations and attractions that will be offered to their clients. The Departure Lounge sends out the invitations to their affiliated travel advisors who either attend a lunch or dinner event. April 02-03 Dallas Travel and Adventure Show Dallas, TX Registration: $6,360 Yves Vrielynck/Staff The Travel & Adventure Show Series has established itself as the premier consumer marketing platform in the travel industry and take place in 8 top gateway markets across the United States. Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre-qualified travelers. The Travel Channel or other key media sponsor these events, ensuring high end media and travel professional exposure. The Dallas/Ft. Worth region is a key feeder market for the destination with direct flights from Dallas/Fort Worth International into Key West. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-37 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ April 22-24 Meeting and Conventions - IPEC 2022 Louisville, KY Registration: $4,000 Jack Meier Independent Planner Education Conference (IPEC) is an appointment-based trade event geared towards bringing meeting professionals together with destination marketers. This three-day event allows for formal one on one appointments between the buyers and sellers along with networking opportunities to further showcase the Florida Keys as a viable meetings destination. It is also beneficial to be able to promote to planners about the feasibility of holding programs in during the warmer months. April 23-24 Atlanta Travel and Adventure Show Atlanta, GA Registration: $6,390 Sabine Chilton/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The Travel & Adventure Show Series brings its premier consumer marketing platform to Atlanta. As a key hub for Delta airlines this opportunity provides access to the independent traveler market never offered before and is a solid opportunity for the TDC to take advantage of the winter booking window for this region MAY 2022 May TBD Incentive Live TBD Registration: $5,000 Jack Meier/Markham McGill Boutique style, one to one appointment based, exclusive incentive travel event focusing solely on incentive market only. Hand selected and fully vetted incentive buyers with significant global purchasing power. Invitation only suppliers representing the top incentive destinations, hotels/resorts, cruise lines, DMC's, DMO's and tourism offices. Produced by Northstar Travel Media. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-38 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ May 02-04 Adventure Elevate Eugene, OR Registration: $ 950 Markham McGill Adventure ELEVATE is an annual North America-based two-day intensive educational and networking conference that brings together thought-leaders and practitioners for inspiration, education, and insights into the trends that shape our industry year-round. This intimate, tightly focused event weaves together interactive workshops, inspiring plenary discussions, and networking opportunities. May 21-22 Bay Area Travel and Adventure Show San Francisco, CA Registration: $6,390 Markham McGill/Staff Co-op participation available at no charge Brochure distribution available at $200 per property The Travel and Adventure Shows are the nation's premier consumer promotional events serving adventure, eco and outdoor tourism enthusiasts and professionals in several feeder markets throughout the United States. National Geographic Adventure magazine, The Travel Channel and the Food Network are the key media sponsors of this event, ensuring high end media and travel professional exposure. The destination is always well received by the consumers in attendance at this show and the west coast market continues to provide the destination with a longer length of stay and an active, outdoor adventure traveler. May 22-23 The Scuba Show Long Beach, CA Registration: Paid by Dive Umbrella Yves Vrielynck Now in its 36th year (2 virtual editions), the annual Southern California-based SCUBA Show has developed a reputation as not only the most successful consumer dive show in North America but also the largest consumer dive exhibition in the western hemisphere. Heavily attended by motivated, qualified customers, the SCUBA Show is an excellent promotional medium. The Los Angeles metropolitan area and Southern California have the largest concentration of active certified divers in North America. Destinations ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-39 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ exhibiting at this show include the Maldives, the Red Sea, Australia, the Cayman Islands as well as the Bahamas. This is a good opportunity for the Florida Keys to establish themselves as a premier dive destination to the wealthy L.A./Southern California consumer market. May 29-June 02 Pre-I.P.W. FAM Key Largo, Marathon, Key West Registration: N/A TDC Staff/Axis/Get It Across The Florida Keys & Key West will host a pre-IPW familiarization trip for top-producing tour operators from the U.K., Ireland, Germany, and France a few days prior to the main IPW event in Orlando. Carefully selected guests will be hosted for four nights in multiple hotels that showcase the best of the destination while also sampling our culinary options and participate in "Only in the Keys" style activities. J U N E 2022 June 04-08 I.P.W. Orlando, FL Registration: $35,000 S. Chilton/Markham McGill International Pow Wow (IPW) is the premier marketplace for over 1500 inbound tour and travel promoters. Participation in this show is vital in pursuing the international market, with participants hailing from over 70 nations. This is the most important event for anyone who is interested in maintaining market share in the international marketplace. Co-op participation available. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-40 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Provincetown for Women Events Provincetown, MA Sponsorship: $5,000 Staff A total of four annual events are produced by Women for Provincetown all geared towards affluent, active professional women of means. More than 10,000 women attend all these events each year with an average age of 30-55 years old. Attendees are well educated, fitness oriented and have higher disposable income. Key West and the Florida Keys will be featured on all programs, banners, collateral, and stage mentions throughout the summer. June 18-19 Denver Travel and Adventure Show Denver, CO Registration: $6,390 Yves Vrielynck/Staff The Travel & Adventure Show Series has established itself as the premier consumer marketing platform in the travel industry and take place in 8 top gateway markets across the United States. Since 2004, this nation's leading Adventure Travel Show is the world's largest series of events serving adventure, active travel, eco, nature, cultural, and outdoor tourism, one of the fastest growing niche markets attracting yearly 135,000 pre-qualified travelers. The Travel Channel or other key media partners sponsor these events, ensuring high end media and travel professional exposure. The Mile-High City is the nation's Baby Boomer Capital and a Millennial Boomtown with a heavy concentration of snorkelers, divers and fishermen targeting spring and fall travel to the destination. June 25 — 27 St. Petersburg Pride St. Petersburg, FL Sponsorship: $3500 Staff St. Pete Pride is the largest LGBTQ+ event in the state of Florida attracting more than 250,000 attendees each year to downtown St. Petersburg. In addition to securing a prominent 10 x 20 position in the street fair, Key West and the Florida Keys will be featured on the St. Pete Pride web site, program, and all collateral. The destination will also be mentioned in regular announcements during the parade and from all entertainment stages. This event offers an opportunity to reach and engage with keys drive down markets in Florida. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-41 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ J U LY 2022 July 16-20 Girl Splash (Provincetown for Women) Provincetown, MA Sponsorship: N/A, credit on account Staff As one of the four annual Provincetown for Women events, this year will be the fourteenth anniversary of Girl Splash, the epic summer event for women in Provincetown. A fun filled schedule of events featuring parties, performers, special activities on land and sea, plus everything that makes Provincetown so special in summer — beaches, shopping, great food, biking, clambakes, dance parties, lesbian comics, and more. This will be the one Provincetown for Women event that will be staffed on site to represent Key West and the Florida Keys. AUGUST 2022 August/Sept TBD Smart Meeting East National Event LocationTBD Registration: $7500 Jack Meier The signature three-day gathering of meeting professionals and hotel and destination representatives in a casual, intimate luxury resort atmosphere provides with exceptional opportunities to network, learn and meet in a one-on-one setting. Planners are prequalified for the one-on-one appointments. Excellent opportunity for getting the Keys in front of planners. August TBD Connect: Corporate Marketplace TDB Registration: $5000 J. Meier/Staff Collaborate Marketplace is an innovative, appointment-only trade show designed specifically with a corporate meeting planner's needs in mind. The "reverse" trade show ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-42 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ style streamlines the planning process, saving time and money. The suppliers, circulate the trade show floor to meet with meeting planners in pre-set appointments. Planners are prescreened and must have the final decision-making authority. August 05-07 Northalsted Market Days Chicago, IL Registration: $7,000 Staff Northalsted Market Days has been produced annually for the last 37 years by the Northalsted Business Alliance, and it has been a sell out the previous 14 years. This event is the largest two-day LGBT street festival in the U.S., and it attracts more than 300,000 attendees each year. The greater Chicago area remains one of the strongest consumer markets for the destination. Many LGBT visitors from the Chicago area attend LGBT specific events in Key West and the Florida Keys during the summer. In addition, the Florida Keys and Key West have become a popular wedding/honeymoon destination for Chicago area LGBT travelers. August 08-12 Virtuoso Travel Week Las Vegas, NV Registration: $15,000 Yves Vrielynck/Staff Virtuoso Travel Week is the most respected travel agent event of the year, where approximately 2000 luxury travel advisors gather with almost the same number of suppliers for formal educational sessions, industry updates, and up to 80 7-minute assigned appointments and dozens of`matched' appointments throughout the week. This is the most effective way to get the destination in front of as many travel agents as possible under one roof. SEPTEMBER 2022 September TBD La Cita de las Americas TBD, Florida Registration: $3,500 Sabine Chilton ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-43 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ La Cita de las Americas which replaced the former show La Cumbre, is the premier travel industry "by invitation," one-on-one appointment conference for the sales and marketing of travel to the United States from South and Latin America and the Caribbean. This three- day conference features a structured, computer-matched marketplace enabling buyers and suppliers to meet during scheduled appointments, further relationships and build partnerships generating significant opportunities and facilitate inbound travel. The other component of the show is educational sessions where valuable information is shared regarding the state of the LATAM and Caribbean markets. September 23-24 Delta Vacations University Atlanta, GA Registration: $ 10,000 Markham McGill Delta Vacations offers air and hotel packaging at some of the lowest rates. Travelers can purchase these packages through three methods: professional travel agents, through their websites, or their reservation centers. Along with its Atlanta, GA and Minneapolis, MN headquarters, Delta Vacations has a reservation center in Minot, ND, and has over 600 employees that are experts in connecting travelers to the world's best vacation destinations. To uphold the standards of Delta Vacations, these travel agents are offered continuing education on an annual basis. They gain and maintain an intimate knowledge of hotels, resorts, restaurants, and other activities in its many vacation destinations through the Delta Vacations program. September TBD Pleasant Holidays Roadshow Cities TBD Registration: $4,500 Staff Pleasant Holidays is a high-end travel agent network dedicated to creating customized vacations for its clients. The Fall 2019 Road Shows are taking place in 3 of the Florida Keys and Key West's major hub markets. These events are travel agent specific with an audience of up to 100 travel professionals per event. The supplier partners are hand selected and exclusively limited to 50 partners only, which will ensure maximum exposure among the travel professionals who are engaged and actively booking our destination. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-44 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ September TBD ScubaCon (Dream Weaver) Boulder, CO Registration: $ 650 Covered by Dive Umbrella Yves Vrielynck The Dream Weaver Scuba Con trade show is a `by invitation only' event. It is also the only domestic dive travel tour operator/travel agent selling high-end dive travel packages to exotic destinations, including the Florida Keys as the only domestic dive destination. Ongoing Sales Efforts Destination Days Presentations and destination training will be conducted to travel trade professionals in various markets. Examples of these travel trade professionals include Liberty Travel, Travel Impressions, Mark Travel Company, AAA Auto Clubs and Virtuoso Travel Agency Affiliates. Internet-Based Expositions Internet based expositions are "live" events, just like a physical trade show. Travel trade professional's login to the exposition during the designated dates and time. Sales staff is provided opportunities to interact and engage with trade professionals interested in our destination. Services like "live" presentations, chat sessions, videos, brochure downloads are offered to the attendees. The economics of no travel (for buyer or supplier) provide and enticing business model for continued attendance growth in the future. Electronic Marketing To increase our exposure to all market segments, sales staff will develop electronic marketing promotions utilizing our current database. These efforts will include electronic postcards, flash programs, e-newsletters, a-zines as well as video. These efforts can be utilized as pre-promotional event notices, follow up tool to trade show participation as well as updates and periodic communications to established clientele base. In addition, online educational portals have been created to offer continuing education on the destination to members of the travel trade both internationally and domestically. Webinar Destination Training Destination training will be offered to pre-qualified members of the travel trade. We will use our affiliations with high-end travel networks, our long-term partnerships with key receptive operators as well as our memberships in MPI and other MICE market related affiliates to conduct webinars on how to sell and properly position the Florida Keys and Key West to drive more business during off peak and shoulder seasons. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-45 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Axis Travel Marketing Budget Axis Travel Marketing Ltd October 1't,2021—September 30t",2022 UK,Scandinavia, Italy Basic Services Maintain Florida Keys Dedicated Phone Line Answer calls from consumers and trade professionals Arrange fulfilment through fulfilment house Conduct sales calls on behalf of destination Act as a resource by providing support for trade professionals Liaise with offices of Visit Florida in UK Liaise with offices of UK PR Agency Advise TDC and advertising agency on UK market trends&issues Monthly Sales Report Maintain strong alliance with Visit USA Association Personnel, administration, office facilities, consultation, communications Manage European Financial Operation (Get it Across) Other operating costs Total Cost 60,000.00 Operating Budget Costs Expenses Fee Total 1)RESOURCES-TO INCLUDE TRAVEL TRADE SALES CALL AND TRAININGS. (travel trade sales calls,trainings, ad hoc opportunities) 5,750.00 0.00 0.00 5,750.00 2)SPECIALISED SHOWS:Booth&Assistance WORLD TRAVEL MARKET-LONDON 1-3 NOV 2021 (covers app. scheduling, booth assist./booth manning) TDC Budget 1,500.00 3,000.00 4,500.00 INTERNATIONAL POWWOW(IPW)-Florida 4-8 June 2022 (covers app. scheduling, booth assist./booth manning) TDC Budget 3,000.00 2,000.00 5,000.00 3)TRAVEL TRADE EVENTS Norway:Grand Travel Awards-6 January 2022 5,000.00 0.00 1,000.00 6,000.00 Italy: Showcase USA March 2022 5,000.00 1,000.00 1,500.00 7,500.00 UK: ABTA Travel Convention Spring 2022 2,000.00 1,500.00 1,500.00 5,000.00 UK: Visit USA UK Events-Roadshows and Tour Operator Events 4,000.00 1,000.00 2,000.00 7,000.00 UK:Travel Bulletin Luxury Showcases Date TBC 2,000.00 500.00 1,000.00 3,500.00 UK:Travel Weekly Aspire Luxury Escape Date TBC 5,000.00 500.00 1,000.00 6,500.00 Sweden: Discover America Trade Workshops x 3 Workshops- Dates TBC 2022 3,000.00 2,000.00 3,000.00 8,000.00 UK:Visit Florida Tour Operator Event Date TBC 2021 2,500.00 500.00 2,000.00 5,000.00 4)CONSUMER SHOW EVENTS Norway: Reiselivsmessen-7-9 January 2022(B2B x1 B2C x 2) 6,000.00 1,500.00 2,000.00 9,500.00 Dublin Holiday World Show-21 -23 January 2022 4,500.00 1,200.00 2,000.00 7,700.00 Denmark:Ferie for Alle-25-27 February 2022 5,000.00 1,500.00 2,000.00 8,500.00 Sweden: Swanson's Consumer Day-March 2022 1,000.00 500.00 1,000.00 2,500.00 Denmark: FDM Consumer Travel Show-March 2022 1,000.00 500.00 1,000.00 2,500.00 5)UK SALES MISSION (covers app. scheduling, event organisation, logistics, transportation) 5,000.00 1,000.00 3,500.00 9,500.00 6)UK FAM TRIP Pre or Post IPW 2022 5,000.00 500.00 2,000.00 7,500.00 7)LGBTQ PROMOTION (1 -3 promotions targeting niche sector to promote FKKW) 5,000.00 500.00 2,000.00 7,500.00 8)JOINT MARKETING ACTIVITY UK x 5 17,250.00 0.00 5,000.00 22,250.00 Scandinavia x 2 4,300.00 0.00 1,000.00 5,300.00 Italy x 1 3,450.00 0.00 1,000.00 4,450.00 9)FKKW CONSUMER PROMOTION Consumer campaign to drive significant awareness of the destination with call to action for bookings with assigned tour operator. 8,000.00 500.00 2,000.00 10,500.00 10)KEY LIME ACADEMY EDUCATION CAMPAIGN Coordinate and implement awareness campaign to grow graduates by 25%. 3,000.00 0.00 2,000.00 5,000.00 11)MISCELLAENOUS ACTIVITY Visit USA Ireland Membership 900.00 0.00 0.00 900.00 Visit USA UK Membership 900.00 0.00 0.00 900.00 UK Website Updates 0.00 0.00 1,000.00 1,000.00 Quarterly Trade Newsletters 0.00 0.00 1,500.00 1,500.00 ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME YOU ARE" J-46 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 121 UK.ITALY.AND SCANDINAVIA PRODUCT INVENTORY REVIEW FY 21 -22 inventory and analysis 0.00 0.00 3,750.00 3,750.00 Total Operating Budget 104,550.00 19,200.00 50,750.00 174,500.00 Overall Total Budget including Services 234,500.00 ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME YOU ARE"' J-47 I N JF. 00U TY TOURIST F.VF.1.�PMF. T COUNCIL. 2021-2022 MARKF.TING PL.Ah ............................................................................................................................................................................................................................................................................................ Get It Across GmbH & Co. KG Germany, Switzerland, Austria + BeNeLux Budget for October 01st, 2021 - September 30t", 2022 Basic Services' TRADE Costs Fee Total Total Basic Services (per month USD 3333.33) 40000.0 40000 1) SALES MISSION & CALLS Keys Mission, FY 2022 covers app. scheduling, organisation, execution, travel expenses 4000.00 4000.00 8000.00 organisation of event within a sales mission (e.g., with dive club) 4000.00 4000.00 Sales Calls Niche Markets & BeNeLux 1000.00 1000.00 2000.00 Tour operators (SUP, Diving, LGBT, Wedding, Fishing, Incentive) 2)TRADE SHOWS ITB 2022, Berlin, March 10-14, 2022: (covers app. scheduling, booth assist./ booth manning) 2500.00 3750.00 6250.00 (organization of stand-alone booth space, exhibition details) 3000.00 3000.00 IPW 2022, Orlando, June 04-08, 2022: (covers booth manning, assistances, and travel expenses) 3500.00 2500.00 6000.00 TRAVEL TRADE TRAININGS / ROADSHOWS /SEMINARS /WEBINARS 3 Visit Florida Travel Agent Roadshow Q4/21 6000.00 2300.00 8300.00 Registration, travel, and coordination VISIT USA Seminar Austria, Nov 2021 2000.00 2000.00 4000.00 Registration, travel, and coordination + Workshop VISIT USA Seminar Switzerland, Feb 2022: 6000.00 2000.00 8000.00 Registration, travel, and coordination Visit Florida Travel Agent Roadshow Q2/22 6000.00 2300.00 8300.00 Registration, travel, and coordination GIA Hosted Webinars, FY22 1000.00 1000.00 2000.00 Registration, coordination, and promotion VUSA/ Tour Operator Webinars, TBD FY22 4000.00 2000.00 6000.00 Registration and coordination Additional Travel Agent Training Workshops, TBD FY22 3000.00 1500.00 4500.00 Registration, travel, and coordination (tbd) Promotional Newsletter for TA Training Platform 1500.00 800.00 2300.00 4)TRADE PARTNER COOP MARKETING PROGRAMS ............................................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST COME S YOU ARC J-48 I N JF. 00U TY T LJR1ST DF.VF.1.�PMF. T C U C 11. 2021-2022 MARKETING PI.Ah ............................................................................................................................................................................................................................................................................................ German Marketing Programs (3-5) 16000.00 4000.00 20000.00 Swiss/Austria Marketing Programs (2-3) 9500.00 2500.00 12000.00 BeNeLux Marketing Programs (1-2) 4000.00 1000.00 5000.00 5)TOUR OPERATOR PRODUCT INVENTORY Summer 2022 inventory and analysis 3800.00 3800.00 6)TRADE FAM TRIPS IPW Pre-Faro Trip for Tour Operators, May/June 2022 Travel, Airfare, and coordination 5000.00 2500.00 7500.00 7)VUSA MEMBERSHIPS VUSA D-A-CH Membership 2000.00 2000.00 VUSA Belgium Membership 1000.00 1000.00 VUSA Netherlands Membership 1000.00 1000.00 CONSUMER Costs Fee Total 8) LGBTQ+ PROGRAMS Gay Prides/Events in FY2022 (tbd) (covers registration, travel expenses and booth manning) 5000.00 4000.00 9000.00 LGBTQ+ Marketing Promotions 5000.00 3000.00 8000.00 9)CONSUMER MARKETING PROGRAMS Dive Club Promotion (covers registrations, travel expenses) 5000.00 2000.00 7000.00 10) GERMAN FLORIDA KEYS NEWSLETTER Prod. & Translation of German language print Newsletter 4000.00 3000.00 7000.00 11)TDC GERMAN WEBSITE Coordination of updates/changes/translation on fla-keys.de 1000.00 1000.00 12) CONSUMER TRAVEL SHOWS & EVENTS Consumer Event with Visit USA or Tour Operator (tbd) 2000.00 1500.00 3500.00 Consumer Show with Visit USA (January 2022) 3000.00 3500.00 6500.00 Digital Consumer Event with Tour Operator (tbd) 1500.00 2000.00 3500.00 Consumer Show Brochure Distribution -All markets 2000.00 1000.00 3000.00 RESOURCES Costs Fee Total 13) OFFICE RESOURCES 1050.00 1050.00 Sub-total Operating Budget 111550.00 62950.00 174500.00 Agency Fees 40,00 Total Operating Budget 214500.0 ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST COME AS YOU ARC J-49 N �F- COUNTY T LJR1ST F-CIF=!_PMF. T C LJh C'11. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Memberships American Society of Travel Agents (ASTA) $950 Receptive Services Assoc. of America (RSAA) $500 US Travel Association $3500 International Gay and Lesbian Travel Association (IGLTA) $250 Visit U.S.A. France $1,000 Visit U.S.A. Nordic Region $1,550 Visit U.S.A. Italy $1,200 Meeting Planners International $1,000 National Tour Association $750 American Bus Association $600 Adventure Travel Trade Association (ATTA) $2,000 National Gay and Lesbian Chamber of Commerce $250 International Gay and Lesbian Chamber of Commerce $325 Total Memberships $13,875 Measurability Monthly reports from offices in UK and Germany reflecting trade and consumer inquiries, airline policies and routes as well as economic indicators. Post show evaluation to industry partners: Seeking feedback with regards to booking activity and inquiries because of show or sales call participation. Tour Operator Feedback: Current product selling trends within the lodging industry, inventory, consumer behavior and forecasts. Annual Tour Operator Inventory Reports from the UK and German speaking markets indicating number of pages dedicated to destination, increase/decrease of product placement year on year. Monitor visitor profile survey indicating travel trends in different market mixes. Monitor visits to web site: meeting planner RFPs, travel agents and tour operators' sections. Industry partner sales and promotional effort participation year on year. MICE market mix vs. leisure at participating lodging establishments. ............................................................................................................................................................................................................................................................................................................................ THE FLORIDAKEYS & KEY WEST J COME AS YOU ARC J-50 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Budget Promotional Activities $415,000 Travel Expenses $163,000 Postage/Phone/Xerox $32,000 Memberships $13,875 Entertainment $12,000 Axis Travel Marketing/Get It Across $449,000 Resources $164,125 TOTAL LINE ITEMS $1,249,000 ............................................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' J-51 F , }G 1,_ _l s- { �'- ) i. s I13� t? ) ��},}, 4i�{,S ?�s: ti t r);. ! t -, {. }st „� s � r-, itiai'�I• '}s}rti>i ,,j ' 4 n� pp i 1j 1 k• 6m4 , Ug � 4 t 3tn — � y S s =P E ,r - n'{Qst$gSttut ""' �° p E 4 The FloriddKeys St YOU dre' m r,_� ' otaa� niJn ,4t �� _`. s't';� " Maa Key West Big Pine Key&The Lower Keys N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ K. Public Relations Introduction As the coronavirus pandemic continues to recede, its effect on countless aspects of life — including travel behaviors — remains vividly apparent. During the 2021-22 fiscal year, NewmanPR will implement programs that address those effects while supporting the TDC's mission of protecting the Florida Keys' economic well-being, environment and way of life. According to industry research, consumers are demonstrating a profound desire to travel following coronavirus confinement (a trend dubbed "revenge travel"), as well as seeking vacation experiences that are meaningful, outside the "mass tourism" mainstream and enable reconnection with family and friends. NewmanPR's public relations strategy for 2021-22 will position the Florida Keys & Key West as a place to enjoy genuine and memorable experiences that can't be found anywhere else, reunite with special people to share activities that weren't possible during much of the pandemic, forge an enduring connection with a unique natural world and join in residents' commitment to environmental stewardship. While emphasizing the tangible and intangible value of a Keys vacation, NewmanPR's 2021-22 programs will spotlight "Only in the Keys" aspects and experiences that demonstrate the destination's market uniqueness, further expand the ongoing, award- winning "Connect & Protect" initiative to encourage visitors to engage in positive eco- activities and support the Keys' environment, and introduce ways visitors can rediscover the pleasures of sharing leisure experiences with people who matter to them. A further program will showcase the Keys' increased airlift and accommodations suitable for small groups, targeting the travel trade market following a resurgence in consumers' use of travel advisors for vacation planning. Additional initiatives will support the TDC's "Own a City" campaign, support the goals of each TDC umbrella committee and address the needs of the valued LGBTQ market. In all outreach, the agency will promote the relevant attributes of the destination as a whole, while also highlighting the distinct "personality" and attractions of each of the five Keys districts. During more than four decades as the Florida Keys' public relations agency of record, NewmanPR has secured media exposure for the destination that far exceeds the TDC's PR promotional budget. In 2021-22 the agency will strive to do the same, utilizing its proven network of mainstream and online media contacts and qualified social media influencers, as well as its established social media channels, to continue expanding awareness and promoting a positive image of the destination to media and consumer audiences. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY ' EST I COME AS YOU ARE`' K-1 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ As in the past 18 months, the agency remains mindful that continued uncertainty related to COVID-19 may necessitate changes to initiatives and messaging. Should that be the case, NewmanPR will work closely with the TDC director, staff and other contract agencies to ensure unified efforts and communications. The following proposal outlines a public relations, publicity and promotional campaign for the fiscal year beginning Oct. 1, 2021. Objectives 1. To emphasize the tangible and intangible value of a Florida Keys vacation through a focus on sustainable tourism, the destination's character and market uniqueness, and opportunities for reconnection and rediscovery. 2. To bolster the Keys' image as a vacation venue where visitors can enjoy restorative experiences that foster personal connections to a genuine culture, community and way of life. 3. To continue emphasizing direct-to-consumer communications through the Keys' strong existing social media platforms, develop additional social channels of value as they emerge and maintain significant outreach to mainstream media. 4. To increase awareness and publicize the Florida Keys in geographic markets that have existing or planned direct airlift to the Keys. 5. To promote the destination's longstanding heritage of diversity and acceptance to both domestic and international LGBTQ markets. 6. To continue targeting specialty and niche markets including culinary, family and small group, culture and heritage, diving and sport fishing. 7. To target international markets in Canada, the U.K. and Ireland, Scandinavia, the Germanic countries and Europe — based on the easing of pandemic conditions and travel bans—through affiliations with contracted U.K., German and Canadian PR firms. 8. To swiftly launch and execute a multifaceted PR crisis management program during any significant emergency situation that arises. Goals 1. Create and implement an "Only in the Keys" public relations initiative focusing on Florida Keys elements and offerings that are unique to the destination, with facets including development of an "Only in the Keys" television special, a sport-fishing contest spotlighting angling diversity as well as publicity, web and social media support for the reopening of the Old Seven Mile Bridge following its renovation. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' K-2 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 2. Develop a "Reunite and Rediscover" campaign showcasing the Keys as a place where visitors can discover and share experiences with friends and family as a "reset" after coronavirus confinement. Elements are to include the production of a comprehensive video about the unique Keys community featuring local commentary, a "Reunite and Rediscover" issue of the Keys Traveler magazine and a group blogger press trip with an itinerary focused on shared small-group activities. 3. Continue expanding the existing "Connect & Protect" program that emphasizes and encourages visitor immersion in the Florida Keys' sustainable travel offerings and unique natural world, to further motivate exploration of the local lifestyle and culture. Elements are to include the development of an eco-events directory and website calendar section as well as a "Connect with Keys Life" website section that features "Stewards of the Keys" profiles among other content, creation and promotion of "eco-experience bucket lists" for media and visitor use and the production of a video on Dry Tortugas National Park with additional streaming opportunities on major consumer websites. 4. Implement a "Keys Enhanced" initiative geared to domestic travel trade media that showcases new and renovated accommodations for groups including villa-style accommodations, increased airlift to the Keys and the Key West airport expansion. Elements are to include a series of individual Keys visits for travel trade media and production of dedicated collateral to support the TDC sales efforts. 5. Create and carry out a public relations campaign to dovetail with "Own a City" advertising efforts in Nashville, Tennessee. Elements are to include partnership with a Nashville-market morning television show and public relations support for a planned in-market TDC sales department event. 6. Develop and coordinate individual visits to the Keys for at least five LGBTQ traditional and social media representatives, to follow agency-created itineraries that feature "Only in the Keys" elements, eco-activities and a blend of LGBTQ- specific and all-welcome experiences. 7. Execute a fully integrated broadcast segment series with an Ontario broadcast morning show to draw awareness to the simplicity, seclusion and uniqueness of the destination. 8. Develop and stage a pre-IPW 2022 press trip to the Florida Keys for qualified United Kingdom journalists and influencers as well as a post-IPW 2022 press trip to the Keys for German media professionals. 9. Develop visits to the Keys by at least 35 British/Irish, German, Scandinavian, European and Canadian media representatives, high-profile bloggers and social media influencers, as individuals or in small groups (based on international COVID-19 restrictions), to discover and publicize the island chain's "only in the Keys" activities and natural and environmental offerings. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY ' EST I COME AS YOU ARE`' K-3 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Domestic Overview NewmanPR will combine a generic, planned "image" public relations program to promote the Florida Keys & Key West with the flexibility to adapt promptly to rapidly changing circumstances, as was required during the pandemic. All aspects of the agency's public relations strategy are designed to support the TDC's stated promotional objectives. As well as implementing its outlined programs, NewmanPR will remain poised to take advantage of emerging opportunities to enhance the visibility and positive reputation of the destination. This deep-rooted level of responsive adaptability is essential to conscientious public relations representation. Day-to-day fundamentals of the 2021-22 program include: 1. Creating print, photography, video and social Keys travel content that advances destination goals, and distributing it to mainstream media, targeted influencers and bloggers, and travel consumers directly via social media channels. 2. Providing personalized assistance to traditional and nontraditional journalists, bloggers, broadcast production crews and qualified social media influencers; this may include suggesting story topics, setting up interviews, developing itineraries to meet specific media needs, supplying background material including images and video, and coordinating logistics and other support. 3. Arranging and facilitating individual and small-group media research trips to the Keys for qualified domestic and international journalists, bloggers and social media influencers. 4. Crafting and distributing messaging that promotes the island chain as a cohesive entity and also communicating the unique individual attributes of each district. 5. Maximizing utilization of direct-to-consumer social media channels such as Facebook, Instagram, Twitter, YouTube, TikTok and others to distribute timely and attention- getting photography, mini-video, image and event-related Keys content. NewmanPR strongly believes in producing print, broadcast and online materials crafted to exceed the highest established standards set by leaders across the media spectrum. The agency's focus on anticipating media requests, providing quality materials and adhering to strict standards of truthfulness has resulted in an unparalleled relationship with national and international television networks, wire services and other media — and, therefore, the most widespread coverage possible for the destination. The agency's Florida Keys News Bureau, created by the agency to support the destination and staffed by Keys PR team members and contracted professionals, is a trusted provider of material for major-market publications and their online presences, newswire services, national and international television networks, notable bloggers and leading online and social media outlets. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY ' EST I COME AS YOU ARE`' K-4 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The bureau will continue to produce "spot" news stories whenever warranted, distributing them to regional, national, and international print, broadcast and online venues, and to accredited social media outlets that can provide "real-time" message transmission directly to consumers. Whether focusing on indigenous special events or positive environmental activities, or capitalizing on unforeseen opportunities, spot stories continue to prove extremely valuable in increasing positive awareness of the destination. For distribution, the agency utilizes extensive, continually updated databases. Currently, thousands of records are kept on mainstream print and online journalists, broadcast outlets, bloggers and qualified social media influencers with significant followings. Virtually all story and photography distribution is accomplished digitally, and most broadcast distribution is accomplished by direct digital uploads to broadcast outlets' systems. All communications include and promote the Keys' visitor website, overall and/or district toll-free numbers and social media channels. Programs and Campaigns for 2021-22 In addition to the fundamental activities previously outlined, NewmanPR has conceived and will implement four primary domestic public relations initiatives, all designed to address stated TDC and destination priorities in the wake of the world-altering coronavirus pandemic. In all initiatives, the agency will promote the meaning and intangible value of the Keys vacation experience. Efforts will encourage media, their audiences and travel consumers to make their own lasting connection with the island chain, its natural world and its residents' way of life. To maintain market advantage as other destinations relaunch their promotional efforts, the agency will place strong emphasis on the Keys' inherent uniqueness. The vast expanse of wide-open natural spaces on land and water, experiences and attractions found only in the Keys, and the captivating local lifestyle and ambiance will be highlighted — reinforcing the fact that the Keys, both physically and attitudinally, are a world apart from crowded mainstream tourism centers. Also crucial is positioning the island chain as a destination for visitors to reunite with people that matter to them and to rediscover places and activities that enrich their lives. Research indicates that these are primary motivators for consumers seeking a "reset" or return to a more normal life, after coronavirus-induced seclusion and travel restrictions. NewmanPR also is planning to promote the Keys' increased airlift and new or enhanced properties that can accommodate groups, targeting messaging to travel trade media, social media and their audiences. This is particularly important given consumers' renewed reliance on travel advisors as pandemic conditions wane. Overall, NewmanPR's primary 2021-22 publicity programs are to strengthen the Keys' reputation as a destination that provides one-of-a-kind vacation experiences, places a ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY ' EST I COME AS YOU ARC.<- K-5 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ high value on preservation of environmental resources and satisfies travel consumers' desire for reconnection, rediscovery and renewal. The following sections outline those programs. `Only in the Keys' While the Keys recorded unprecedented visitor numbers in the late winter/spring 2021, that market dominance is likely to be impacted once other destinations launch marketing efforts, the cruise industry likely eventually returns to pre-pandemic passenger levels and consumers' concerns about wide-ranging travel options ease with the loosening of pandemic conditions and restrictions. Therefore, NewmanPR will implement an "Only in the Keys" campaign designed to emphasize the island chain's market uniqueness and set it apart from perceived competitor destinations including the rest of Florida. Utilizing a number of related components targeting both media and travel consumers, the program will publicize indigenous experiences, events and other elements available to travelers "Only in the Keys" — ranging from exploring the continental United States' only coral barrier reef to spending inspirational private time in Ernest Hemingway's Key West writing studio. Emphasis will be placed on genuine experiences, wide-open natural spaces and offbeat one-of-a-kind events that cater to travelers' preferences for authenticity and participatory enjoyment. In addition, the initiative will communicate the Keys' attitudinal uniqueness and mystique — the laid-back character, enticing local lifestyle, sense of place and ambiance of elemental relaxation —that induce many casual first-time visitors to form an emotional connection with the destination and return repeatedly. For "Only in the Keys," the agency plans to: 1. Partner with Crawford Entertainment, producer of the widely viewed "Florida Keys: Protecting Paradise" and "Island Hopping: Florida Keys" to produce an hour-long television special focusing on activities unique to the island chain while profiling the men and women, fishing guides and dive operators, environmental stewards and culinary professionals who have devoted themselves to showcasing the "Keys culture" to visitors. Through their eyes, viewers are to discover one-of-a-kind experiences, places and elements that can be found only in the Keys such as cruising on the original African Queen, participating in groundbreaking coral restoration, spotting Key deer, touring Pigeon Key and exploring Dry Tortugas National Park. 2. Design and implement a fishing contest on social media to spotlight the Keys' unparalleled angling diversity and one-of-a-kind fishing environment. The contest will spotlight all types of Keys fishing, from Everglades to offshore, and target species from bonefish to blue marlin. The winner is to receive a four-night trip to the Keys featuring two days fishing with a skilled Keys charter captain. 3. Provide extensive media support for the reopening of the Old Seven Mile Bridge, tentatively targeted for May 2022 (close to the 40th anniversary of the new bridge's ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- K-6 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ opening May 24, 1982). As well as promoting reopening events planned by stakeholders, agency will coordinate and host an editorial research trip where media members will attend the reopening and visit Pigeon Key together, then will each follow an individual itinerary of "Only in the Keys" elements curated to meet their needs. Plans also include a social media trivia contest focused on the heritage of the bridge, Florida Keys Over-Sea Railroad and Pigeon Key. The winner is to receive a four-night Keys vacation. 4. Produce a series of Keys Voices blogs and press releases highlighting "Only in the Keys" elements in all districts. Since special events tend to drive visitation, these will include unique events such as Marathon's stone crab eating contest and Seven Mile Bridge Run, the Lower Keys' Underwater Music Festival, Key West's Hemingway Days and Islamorada's Alligator Light Swim. 5. Create a mini-video series for social media distribution, with each short video spotlighting an individual "Only in the Keys" element. Topics may include Jules Undersea Lodge, the Lower Keys Underwater Music Festival, the Seven Mile Bridge and/or Seven Mile Bridge Run and the Harry S. Truman Little White House and Truman limo experience. `Reunite and Rediscover' As consumers seek a return to a more normal life or experience a "reset" following the pandemic, the agency will position the Florida Keys & Key West as a place where they can fulfill those desires. The "Reunite and Rediscover" initiative will promote the Keys as a destination rich in open-air natural areas that support shared activities, memorable experiences to enjoy with friends and family, and opportunities to strengthen bonds with valued people, places and pastimes. Messaging will emphasize rediscovering the natural world through Keys experiences, rediscovering the joy of sharing leisure time with people who matter and rediscovering a personal spirit of adventure and sense of fun after a grim and challenging period. This initiative's cornerstone is a video featuring Keys residents sharing their insights into the island chain's uniqueness and appeal as well as reasons they love the region. According to a Skift survey, telling personal local stories is an invaluable content-creation strategy; in this case, it will be utilized to show potential visitors that the Keys are more than a "vacation destination," but instead are a unique and welcoming community where they can find post-pandemic renewal. Therefore, the agency will: 1. Produce a video in the style of the agency's previous LGBTQ-focused video, featuring a wide range of Keys locals from all districts answering the question, "What makes the Keys community so special to you?" The video will be utilized by the TDC's sales team at travel shows and events, featured and distributed during media missions, used in social media messaging and made available to media and social media representatives as appropriate. Providing an authentic and realistic ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARC.<- K-7 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TIh PLAN ............................................................................................................................................................................................................................................................................................ "insiders' view" of the Keys' lifestyle and appeal, it will feature residents from the fishing, dive, arts and cultural, LGBTQ, culinary, eco-tour and environmental segments — all explaining what matters most to them about the Keys community. As well as the original long overview piece for the TDC sales team's use, the video will be edited into brief vertical-market pieces for social posts and specialized markets. 2. Develop a group blogger press trip, possibly with the new diversity-minded Babes That Wander consortium or similar organization, focusing on small-group activities such as food tours and classes that families and friends can share while discovering or rediscovering the Keys. 3. Produce a "Reunite and Rediscover" issue of the annual Keys Traveler magazine. Editorial content and imagery will combine stories about the Keys as a place for reconnection and "Only in the Keys" elements for readers to explore. Plans call for the magazine to include a feature on the Old Seven Mile Bridge, its renovation and its planned reopening. 4. Conceive and launch a monthlong series of social media posts illustrating activities, experiences and elements that visitors can discover or rediscover in the Keys and share with friends and family. 5. Conduct outreach to family and parenting magazines, both nationally and in new airlift markets (such as Nashville Parent), to develop individual media visits and a "Reunite and Rediscover" promotion in a suitable publication. `Connect & Protect' In 2018, NewmanPR addressed the ever-increasing demand for sustainable options and experiences in travel by launching a "Connect & Protect" program that encouraged visitors to discover and connect with the Keys' unique natural world and become motivated to help protect and preserve it. The program has won the TDC several awards including a coveted public relations program "Henry" — the top prize in Visit Florida's annual "Flagler Tourism Awards Program." Advocating and promoting environmentally supportive actions is a vital element of the Florida Keys' commitment to protecting the region's natural resources. The "Connect and Protect" initiative spotlights ways visitors can share in that commitment, making positive eco-activities and sustainable behaviors a facet of meaningful and memorable vacations. Based on ongoing TDC objectives and positive media and consumer response, the agency has continued and developed "Connect & Protect" each year since its inception. While maintaining its central sustainability focus, the program has been expanded to motivate travelers to experience and respect the Keys' unique lifestyle as well. In addition, the creation of "Stewards of the Keys" profiles introduced locals who strive through their tourism-related businesses to protect elements of the Keys environment and show passion for the local way of life, inspiring visitors to better understand and appreciate both. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS KEY ' EST I COME AS YOU ARE`' K-8 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ In 2021-22, the evolution of "Connect & Protect" will continue, helping to satisfy consumers looking for authentic sustainable experiences while addressing Keys residents' desire to attract visitors who support the environment and quality of life. Messaging will emphasize the Keys' wealth of protected natural areas, locals' dedication to and care for the island chain's environment, and ways visitors can positively affect the Keys during their vacation experience. To implement this initiative, the agency plans to: 1. Develop and maintain an eco-events directory on the Keys' Facebook page and an eco-events section of the fla-keys.com website calendar designed to inspire visitor involvement in environmentally supportive events and activities. In addition, the weekly "Sustainable Sunday" social media posts will be refined to encourage visitors to engage in eco-friendly behaviors, explore environmental attractions and take advantage of voluntourism opportunities. 2. Create a Connect with Keys Life web section to help visitors experience and learn to appreciate and protect the local way of life. The section is to incorporate elements of the existing Locals' Choice Vacation Guide and Keys Crafted sections. The section also will feature "Stewards of the Keys" profiles to demonstrate residents' dedication to and care for the Keys' unique environment, setting an example of commitment to inspire readers. In conjunction with this, the Sustain section's existing Voluntourism subsection is to be expanded and the Green Travel and Ecotourism subsections are to be combined into one. 3. Produce a "Connect & Protect" special issue of the Keys Traveler e-newsletter with stories to include a roundup of local organizations with coral restoration projects, ways visitors can volunteer and become involved in protecting the Keys' environment, and an overview of the destination's state parks and wildlife refuges. 4. Continue the "Stewards of the Keys" series of monthly interviews with local residents whose lives and work focus on preserving the Keys' environment and lifestyle; explore the possibility of staging a monthly evening Zoom or online "chat" with that month's featured steward to further involve locals in the TDC's sustainability efforts. 5. Develop "eco-experience bucket lists," one for the Upper and Middle Keys and one for the Lower Keys and Key West, to be shared with visiting media, distributed as media releases and promoted to travel consumers via the website, "Keys Voices" blog and social media. 6. Produce a comprehensive video on pristine Dry Tortugas National Park, working with a specialized production company that has multiple distribution channels. The video will be used in multiple ways, with a shorter version for social media purposes. 7. Investigate becoming a signatory to the Future of Tourism consortium on behalf of the destination. Striving to work toward a stable future for tourism, the consortium is made up of organizations that realize the necessity for a fundamental shift in tourism to meet the needs of destination communities and their environments. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' K-9 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ `Keys Enhanced' Travel Trade Initiative During fiscal year 2021-22 NewmanPR will launch a comprehensive program designed to reach and engage travel trade media, social media, influencers and their audiences. Because TDC research indicates a resurgence of consumer reliance on professional travel advisors, outreach to media informing this segment is essential. In addition, air travel is expected to increase exponentially, in part because of greater perceived health safety following widespread vaccinations and partly because consumers will be motivated to use travel credits or miles earned or airline tickets purchased prior to and during the pandemic while they remain valid. Therefore, messaging is to spotlight the Keys' ever-growing airlift, much of it provided by mainstream carriers with nonstop options from major-market hubs, and the ongoing $80 million expansion of Key West International Airport targeted for completion in October 2024. Details of any new airlift into or rental car outlets at Florida Keys Marathon International Airport also will be included. Communications also are to highlight the Keys' new and enhanced properties that can accommodate groups with options that include renovated or expanded meeting facilities, creatively styled open-air venues and villa, suite and townhome accommodations. Through individual visits and targeted pitches and messaging, traditional and nontraditional travel trade media will be invited to explore the new elements, distinctive offerings, ease of access and one-of-a-kind environmental and cultural activities that make the Keys unique within the market. Among other efforts, the agency will: 1. Coordinate a series of individual visits by leading travel trade media and social media representatives showcasing properties that can accommodate groups (and/or have villa offerings) throughout the destination, as well as focusing on the increased airlift to Key West and the expansion of Key West International Airport. 2. Support the TDC's sales team by conceiving and producing informative material, including the video previously discussed and a tabletop display spotlighting the Old Seven Mile Bridge reopening, for 2021-22 travel trade shows where the TDC will have a presence; as appropriate, provide representation and media support to TDC sales at travel trade events. 3. Produce a new or refreshed eight-page vertical-market Keys Traveler edition for the meetings and incentive market, with features exploring topics that include enhanced group accommodation and venue options, unique team-building activities, increased airlift and Key West's $80 million airport expansion. 4. Produce an annual special issue of "What's New" spotlighting enhanced offerings for the meeting and incentive travel market, both for distribution to media and use by the TDC sales team at travel shows. 5. Engage with travel trade media, social media and influencers through ongoing social outreach. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-10 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Team's Authentic Keys Connection Underlies Communications To reach today's travelers who seek authentic and outside-the-mainstream offerings, and encourage them to experience and respect the Keys' local lifestyle, messaging must resonate with genuine insights and deep awareness of both the offerings and the lifestyle. NewmanPR's 2021-22 programs will be implemented by team members who possess in- depth personal knowledge of the island chain and, in many cases, are longtime residents immersed in Keys living. Their longstanding experience with the destination and honest enthusiasm for it— qualities that can't credibly be simulated —are vital assets in crafting strategies that inspire interest and engagement from media and consumers. The Keys team is directed by an agency president who is a part-time Upper Keys resident with 40 years' experience directing media relations for the island chain. The team includes a 39-year Key West resident who is the senior account executive and correspondent for the Lower Keys and Key West; a 27-year Marathon resident who is website editor, social media director and correspondent covering the Upper and Middle Keys; an account executive who is a former six-year Key West resident and covered the region for a major international newswire service; and an LGBTQ media relations specialist who is a 17- year Key West resident. Two additional team members — media managers and social media specialists—take frequent getaway trips to the Keys and have extensive personal knowledge of local tourism offerings. Team members' hands-on familiarity with the destination and its five districts is essential in gathering and conveying accurate, timely information to print, broadcast, online and social media and influencers. It is equally important in crafting authentic, reliable and engagement-worthy social media content. During the 2021-22 fiscal year, the team's in-Keys personnel will be on hand at all times to maximize story coverage opportunities within their districts, provide trustworthy personalized assistance to mainstream and social media representatives, work with broadcast production crews shooting travel segments or features in the Keys, cover local and spot news events, attend District Advisory Committee and umbrella committee meetings, and assist in fulfilling other important aspects of the public relations plan. Specific Market Segments Many of NewmanPR's efforts for 2021-22 target vacationers eager to escape the confines and stresses of the coronavirus pandemic, reconnect with friends and family members, relax in spacious open-air and natural environments with a high level of perceived safety, indulge in nonmainstream and authentically local experiences, and embrace personal renewal and purposeful pursuits as pandemic conditions recede. Attracting travelers who seek sustainable options and eco-tourism activities remains a priority, based on both the essential need to protect the Keys' unique natural environment and the increasing role of sustainability in motivating vacation decisions. Sustainability is particularly important to the millennial market. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-1 1 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ As in the past, the Keys' primary target audience remains people in the 35-to-64 age range — aligning in part with the Gen X demographic—who have significant disposable income. Baby boomers overlap with this age group and continue to be a vital market, with statistics indicating that boomers spend more on travel than any other segment. In addition, the LGBTQ market maintains its importance for the destination. Geographic targets traditionally shift with the seasons, though this may be less apparent in the spate of post-pandemic travel. While the drive-down surge is expected to continue, great emphasis will be placed on messaging to markets that have either existing, recently launched or planned direct airlift to the Keys. The 2021-22 public relations plan also highlights aspects of the destination geared to members of specialized or niche travel markets. Markets to be targeted include, but are not limited to: 1. Eco-tourism, voluntourism and sustainable travel 2. Family and multigenerational 3. Soft-adventure 4. LGBTQ 5. Camping and RV 6. Culture, art and heritage 7. Sportfishing 8. Diving and snorkeling 9. Luxury 10.Meeting and incentive 11. Destination wedding and honeymoon 12.Wellness In promotions to all markets, the agency will present a Keys vacation as a relaxing, memorable, genuine and enriching experience with lasting intangible value. The agency will use relevant special events, anniversaries and other elements to heighten interest in the destination across market segments. Media Research Visits NewmanPR saw a resurgence of interest in media visits as COVID-19 pandemic conditions and restrictions eased in summer/fall 2021, and expects the trend will continue. The agency will continue its aggressive program of securing accredited media with strong potential to benefit the Florida Keys & Key West. As in the past, the agency will draw from its large network of mainstream media, online travel publications, bloggers with significant followings and qualified high-reach social ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-12 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ media influencers for individual visits, group press trips and video shoots for traditional and online broadcast outlets. The agency's proprietary network of contacts in all media genres is a valuable asset to the Keys and is regularly updated as viable new outlets and contacts are identified. New and existing relationships are nurtured to maximize collaboration and favorable reception of destination messaging. In 2021-22 media will be targeted and selected based on stated TDC marketing objectives, geographic areas with new airlift, areas identified as strong search and booking markets and the representative's ability to disseminate positive Keys messaging to a well-suited audience. While continued emphasis will be placed on individual visits, one domestic group blogger trip is being planned to address specific objectives. In all cases, media representatives not known to NewmanPR will be researched and qualified for their potential value in enhancing destination awareness, with evaluation based on elements ranging from social media reach and engagement to publication circulation. The agency works with members of the hospitality industry in all Keys districts to arrange complimentary or reduced-rate lodging as appropriate and possible, and has allocated PR expense dollars to underwrite accommodations when occupancy levels or other issues preclude such arrangements. PR expense funding will also be budgeted for high-reach influencers who seek compensation from destinations for their visits and coverage. Seeking compensation is now a common practice in both domestic and international media marketplaces, and past collaborations with carefully selected individuals have resulted in significant positive coverage of the Keys. Whether visiting individually or in groups, all media representatives will be strongly encouraged to promote the destination's website in their articles or posts, as well as using predetermined campaign hashtags when appropriate. Individual Media Research Trips Individual media visits will continue to predominate during fiscal year 2021-22, both because of lingering coronavirus-related concerns and reporters' increasing preference for solo exploration. This type of media visit is also valuable in terms of current program objectives, since media members exploring on their own can delve into elements that suit their specific story or content needs, tend to interact more freely with local residents and can form their own connection to the destination. As in the past, NewmanPR will direct significant resources toward assisting qualified individual journalists across the media and social media spectrum. Assistance may include creating personalized itineraries tailored to story or content angles, arranging complimentary or reduced-rate lodging, providing logistical support, setting up interviews ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-13 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ and meetings with selected local residents or even on-site escort in special cases. In some cases, individual media representatives or influencers will follow personalized itineraries created by the agency's media team to support stated programs or campaigns. Individual visits by travel trade media will be a primary aspect of the "Keys Enhanced" program, while media attending the reopening of the Old Seven Mile Bridge will subsequently follow personalized "Only in the Keys" itineraries curated to meet their particular goals. Individual LGBTQ media will be given specific itineraries that are carefully crafted to serve both their story needs and the destination's objectives. Finally, as noted in the "Connect & Protect" initiative outlined previously, environmental and eco-focused media and influencers traveling individually will be encouraged to follow agency-created "eco-experience bucket lists" (similar to itineraries) that spotlight positive environmental activities and attractions within the destination. Group Familiarization Tours When targeting participants for group media trips, the agency typically selects a blend of leading print, broadcast and online journalists, bloggers and qualified social media influencers. For 2021-22, however, the agency is planning a single domestic group trip with participants chosen from one or more travel blogger consortiums whose members can deliver significant reach and engagement. The "Reunite and Rediscover" group blogger trip for 2021-22 will follow an itinerary that supports the theme and features promotion of all five districts. Itinerary elements will spotlight offerings for small groups, such as food tours and eco-tours, and memorable experiences that can be enjoyed with friends and family while rediscovering each other and strengthening bonds. The itinerary will include meetings with intriguing local residents, giving trip participants the "insider's view" of the Keys lifestyle and enriching their content-gathering opportunities. One or more agency escorts will guide this familiarization tour and will accompany the media to provide knowledgeable, trustworthy information about the destination and 24/7 assistance in meeting story and content needs. To maximize return on investment for media research trips while minimizing expenses, the agency may work with Visit USA, Visit Florida and other suitable tourism organizations on joint-venture trips that generate positive exposure for the Keys. When deemed potentially beneficial to the destination, NewmanPR will also consider joint or shared promotional efforts with public relations representatives of individual Keys properties or attractions. Broadcast Initiatives In ongoing efforts to maximize broadcast promotion of the Florida Keys & Key West to widespread audiences, the agency has sought and secured opportunities for live and ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-14 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ taped broadcasts from Keys locations by major television networks, cable travel programmers, specialized outlets such as PBS, independent mainstream and vertical market production companies, and online and mobile vehicles with significant viewer numbers. Resultant programming has ranged from segments on national morning shows "Good Morning America" and NBC's "Today" to the Weather Channel. The agency has also budgeted for and collaborated on the production of programs that support the TDC's marketing objectives and communicate positive destination attributes. In recent years these have included an episode of the PBS program "Samantha Brown's Places to Love" that aired nationwide, "Airport Insider" for Fox Business Network and "Island Hopping: Florida Keys" that debuted on the Discovery Channel and subsequently was syndicated nationally and picked up for national distribution by American Public Television. In 2021-22 NewmanPR will proactively pitch and capitalize on broadcast opportunities with high visibility and audience reach. The agency will provide multifaceted support to these programs, with the level and types of support determined by destination objectives and production needs. Involvement may include concepting, location suggestions and coordination, assistance in identifying and securing interview subjects, providing destination B-roll, post-shoot collaboration, accommodations and on-location assistance. Primary broadcast projects for the coming fiscal year include collaborating with Crawford Entertainment, producer of "Island Hopping: Florida Keys" and "Florida Keys: Protecting Paradise" among other programs, to create a one-hour special focusing on indigenous Keys activities and people. The program is to emphasize the genuinely unique experiences and offerings to be found only in the island chain, reinforcing the principle that a Keys vacation stands apart from all others in the travel marketplace. Employing a documentary style, the program is to follow local residents who devote their professional lives to sharing the Keys' unique attributes and culture as they introduce visitors to the activities, lifestyle, environment and dedication to conservation that set their world apart. Plans call for the program to air on the Discovery national cable network, be streamed globally on the Discover Florida channel among others, and be marketed to American Public Television for regional and national PBS broadcast. NewmanPR also will continue the TDC's long-term sponsorship of WPBT2's "Art Loft," an Emmy Award—winning 30-minute program that has provided extensive coverage of the Keys' art and cultural scene and events since its premiere in 2013. The 2021-22 "Art Loft" schedule is to include a new 30-minute episode spotlighting cultural elements in all five Keys districts, repeat airings of six additional segments and a page within the "Art Loft" series website featuring Keys segments edited for streaming online. Agency will work with the production team by providing subject and topic suggestions and consultation, logistical support, B-roll footage and other assistance as required. As well as reaching a South Florida audience, some segments appear on PBS stations in other major markets, providing added value to the destination and its cultural community. The agency also plans to continue its support of"George Poveromo's World of Saltwater Fishing." Carried on national television for more than 20 years, the respected program airs on Discovery Channel and is hosted by the nationally known saltwater fishing expert. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-15 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The Keys is to be a featured destination sponsor for the series, funded by the public relations line-item budget from the fishing umbrella, and six of the planned episodes for the 2021-22 season are to originate from the island chain. In addition, NewmanPR will work with PBS on development of a potential Keyswide documentary on the 200th anniversary of the establishment of Monroe County. The anniversary falls on July 3, 2023, according to historians, and both time and resources will be expended toward making the proposed documentary a reality. Other efforts will include supporting Keys content on the Florida Emmy Award—winning TV series "How to Do Florida" and working to attract major-market and online radio programs to execute live or taped broadcasts from the Keys. Collaborative Media Promotions NewmanPR will seek and respond to media promotional opportunities that provide cost- effective ways to create additional awareness of the Florida Keys & Key West. That may involve elements such as providing a contest winner's transportation to the Keys as part of a broadcast promotion in exchange for promotional considerations, partnering with bloggers or influencers on destination-focused campaigns or considering sponsorships or travel support in high-value situations. Special Promotion: `Own a City' Nashville NewmanPR is planning to support the TDC's "Own a City" advertising and sales program in Nashville, Tennessee, tentatively scheduled for March 2022 to target spring and early summer travel, with public relations endeavors designed to generate additional traditional and social media awareness of the destination. The agency's efforts will capitalize on Allegiant Air's nonstop service between Key West and Nashville that launched in 2021 as well as the music connection centered around the annual Key West Songwriters Festival. Produced with support from BMI Nashville, the festival has become a tradition for a large contingent of Nashville's performing songwriters who participate each year. The cornerstone of PR efforts is to be a television segment on ABC affiliate station WKRN Channel 2's "News 2," airing Monday through Friday at 11 a.m., with possibly a "Take-2" two-minute segment featuring the Florida Keys & Key West; and/or on its early morning show, "Good Morning Nashville," that airs Monday through Friday from 4 to 7 a.m. WKRN's viewership, with 26 percent of market share, includes the Tennessee counties of Davidson, Rutherford, Wilson, Williamson, Sumner and Montgomery. In addition, to motivate travel on Allegiant Air's new route, NewmanPR may coordinate a promotional event with WKRN such as a trip contest to win a multinight Keys vacation with complimentary air provided by Allegiant. Paid digital promotion options through WKRN's social media platforms also are to be considered, and "Take-2" segment promotions likely would include station-produced teasers promoting the contest. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-16 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ "Take-2" host and producer Silvia Castaneda is a former staffer at Miami television station WSVN and is familiar with the Florida Keys. Agency has held several preliminary discussions with Castaneda and WKRN's national sales manager, a former South Florida resident, about potential integration segments and costs. Additionally, NewmanPR is to provide assistance with a TDC sales promotion event targeting Tennessee travel advisors. PR support may include coordinating the presence of Nashville and Knoxville regional travel, music and lifestyle media to maximize promotion of airlift from Tennessee to the Keys as well as the destination's new tourism product. NewmanPR also is considering a collaborative social media promotion with one or more Nashville songwriters who are regular participants in the Key West Songwriters Festival. Website Initiatives NewmanPR manages the general destination news and topical subsections of fla- keys.com and will continue to regularly post new content designed to promote each district and umbrella as well as the overall destination. The agency's website editor — funded through the public relations expense budget — oversees and populates the main news section and the districts' dedicated news pages, the annual calendar of events and, for specific pages and sections of fla-keys.com, coordinates the design and publication of specialty content in collaboration with Two Oceans Digital. Web content, which includes photography and video elements, emphasizes special events, environmental adventures, cultural offerings, watersports and eco-activities, diving and snorkeling, fishing tournaments and new accommodations or attractions. Generally, releases distributed to journalists, bloggers and social media influencers are simultaneously posted to the website's news section to provide timely consumer messaging that complements media distribution. Stories also are posted that take advantage of spot news opportunities that reflect favorably on the Keys. Social media content briefly reporting such happenings can be linked to the posted spot news pieces, providing consumers a way to access more detailed and comprehensive information. In the coming fiscal year, NewmanPR will continue to utilize the news section for timely direct-to-consumer messaging. The news section also is used to disseminate vital information in emergency or crisis communications situations, a tactic that was shown to be extremely valuable during the COVID-19 pandemic. New Specialty Web Sections In 2021-22 the agency will endeavor to expand and/or refresh specific website sections to maintain fresh, relevant content, adding to the sections' value as a destination resource for media and consumers. As always, site content in the enhanced sections will be organized to maximize the user-friendly experience. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-17 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Efforts will include: 1. Supporting the "Connect & Protect" campaign by combining the destination's existing Locals' Choice Vacation Guide and Crafted in the Florida Keys pages into a comprehensive Connect with Keys Life section. The new section's content will present simple pleasures, off-the-beaten-path hangouts, "unplugged" adventures and environmentally supportive activities that are genuine, uncontrived and traditionally enjoyed and employed by Keys residents, thereby enabling visitors to get a greater understanding of the local way of life and eco-friendly mindset. The section also will include video content and will prominently feature the ongoing series of"Stewards of the Keys" profiles. In addition, it will spotlight artisan-crafted and locally produced items and foodstuffs that can be discovered, enjoyed and shared as a tangible connection to the Keys lifestyle. 2. Expanding upon the la- eys.co /sustain web section to include updates to the Voluntourism subsection with new and viable opportunities such as emerging Keyswide coral restoration efforts and links to eco-focused special events; and updating and refreshing content for the Green Travel and Ecotourism subsections and combining them into one. Each subsection will feature new, high-resolution multimedia content. 3. Working with Two Oceans Digital to develop an "eco-event" subcategory within the fla-keys.com calendar of events, similar to the fishing and cultural events subcategories, as a drop-down filter navigation for site users. NewmanPR already uses individual icons to designate website news stories that have a"Green Scene," Family Fun" or "Keys History" focus. 4. Redesigning and updating the cultural section of the fla-k_eys.com website to incorporate new Keys live music information and a directory link alongside the visual, performing arts and cultural content; as well as adding or linking to the cultural heritage chronicle described later in this plan. `Keys Voices' Travel Blog In 2021-22 NewmanPR will continue writing and posting regular content to the "Keys Voices Weekly Feature Blog," which is a facet of the fla-keys.com website as well as a stand-alone offering. "Keys Voices" was created by the agency in 2009 on behalf of the destination, with the component LGBTQ travel blog developed and integrated later. By early 2021, the blog contained well over 900 feature-style entries and had become a valuable resource for travel consumers as well as a source of in-depth information and story/content ideas for media. Written in a casual, easygoing style, "Keys Voices" is an authentic and entertaining voice for the island chain. Its content meets contemporary travelers' preferences for "insider insights" and local recommendations about unique places, events, eco-friendly attractions and adventures to enrich their vacations — while also communicating the value of the local lifestyle and showing visitors how to experience aspects of it. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-18 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Recently, NewmanPR provided input to assist TwoOceansDigital.com in streamlining and refreshing the blog's design, readability and ease of navigation while also removing long- archived entries. Plans for the upcoming year include producing a series of blogs highlighting distinctive "Only in the Keys" elements in all districts. As well as unique activities such as cruising on the authentic African Queen and helping scientists restore the continental United States' only barrier coral reef, topics are likely to include one-of-a-kind special events such as the Lower Keys Underwater Music Festival or Marathon's Seven Mile Bridge Run. As previously noted, "Keys Voices" will also continue the monthly "Stewards of the Keys" interviews with residents immersed in preserving and protecting the Keys environment or way of life. The agency plans to post a mainstream blog feature each week and an LGBTQ-specific entry every other week. In addition to representing all Keys districts, editorial messaging will cover selected umbrella initiatives and events, and will be complemented by photography and video elements. "Keys Voices" also will be utilized as a vehicle to expand upon topics covered in necessarily brief spot stories and news releases, and to promote destination elements that are worthy but lack major media appeal. Because new posts are added regularly and lead stories change weekly, "Keys Voices" has proven extremely useful in attracting website readers seeking new destination content. Strategies for readership growth among consumers and media include posting social media announcements of each new blog entry, optimizing the use of links within each post and sharing links with NewmanPR's international affiliates for social media promotion in their markets. Working with TwoOceansDigital.com, the agency will continue facilitating the distribution of copy and links to LGBTQ blog entries directly to consumers via an opt- in email address list. Social Media Management and Responsibilities Social media plays an ever-increasing role in NewmanPR's public relations activities for the destination. It has proven to be invaluable as a conduit for timely messaging to the public, useful in building connections with potential and repeat Keys visitors through storytelling and beneficial in reinforcing brand awareness and loyalty. The agency is responsible for producing, posting and managing content for TDC's social media outlets as they relate to travelers to the destination. Facebook is a valuable social network for the Keys; the TDC's Facebook page acquired its 500,OOOth follower in early March 2021. Other important established outlets include Instagram, YouTube, Twitter and Pinterest. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-19 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The introduction in 2020 of a Florida Keys & Key West presence on TikTok has created an expanded opportunity for effective storytelling and conversation with younger demographics via short, micro-video content delivered to users based on an algorithm of their personal interests. In 2021-22 NewmanPR will regularly cultivate, produce and post fresh, compelling imagery and videos purposed for each of the Florida Keys' social media platforms and continue growing engagement among their respective audiences. Utilizing quality multimedia elements, content will include a well-considered blend of destination promotion with useful, informative, educational, funny, inspirational and entertaining messaging tailored to each platform. Beyond publishing content, the agency also manages how the posted content is performing through monitoring engagement and measuring impact— i.e., who is reading, sharing and responding to posts. Based on audits, content can be retooled and strategies updated if needed. Regular written reports with monthly analytics, insights and growth progress are provided to the TDC board. NewmanPR also employs social media in crisis communications situations, where it has proved extremely valuable in disseminating accurate and timely information. As in crises including the COVID-19 pandemic, the agency will create and update postings on a 24/7 basis, if required. In communications to media in all genres the agency's primary social media outlets will be clearly highlighted. All visiting journalists, bloggers and influencers will be directed and encouraged to use Keys hashtags — especially those being developed to support 2021- 22 programs. Social Media Initiatives In the upcoming fiscal year, the agency will capitalize on the increasing value of video by maintaining a significant presence and sharing agency-produced videos across relevant platforms. Segments will cover special events, eco-based activities, moments of natural beauty and other high-interest elements that help define the Keys and set them apart from other destinations. The live-streaming feature of Facebook will continue to be used to enable real-time broadcast to and interaction with viewers. In the upcoming fiscal year, the agency will continue to produce Facebook Live segments originating from all districts. Instagram Reels, Instagram Stories and Highlights as well as short-form videos on TikTok all provide additional valuable tools for raising destination awareness and maximizing audience reach and engagement. In addition to regularly scheduled posts, the agency will develop periodic special promotions and contests to support specific marketing objectives, target messaging, expand engagement and cater to variety. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-20 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Among other efforts, they include: 1. A consumer trivia challenge to launch in the fall of 2021 with an "Only in the Keys" fishing theme. The contest will emphasize the diversity of saltwater fishing in the Keys and angler opportunities that are unmatched anywhere in the world — including reef, offshore, Florida Bay, Gulf of Mexico and Everglades National Park fishing. The winner will receive a four-night destination getaway to feature two days of fishing with a Keys professional guide in oceanside and bayside fisheries. 2. Development and posting of an "eco-centric" events directory on the Keys' Facebook page to showcase environmentally focused activities designed to promote the local community's commitment to conservation, preservation, sustainable living and voluntourism offerings. 3. A one-month series of social media posts to support the "Reunite and Rediscover" initiative while also underscoring the island chain's uniqueness. Post content will include the immense array of intrinsic vacation experiences visitors can discover or rediscover in the Keys and share with friends or family. They may include sunrises and sunsets, boating, kayaking, paddleboarding, fishing the Gulf of Mexico and Atlantic Ocean, snorkeling, scuba, Snuba, spa treatments, fresh-off- the-boat seafood, moonlight, dark skies for stargazing, two national parks, nightlife, night diving, live music and even an underwater hotel. 4. A social media contest to support the "Only in the Keys" initiative and celebrate the much-anticipated 2022 reopening of the Old Seven Mile Bridge to pedestrians and visitors. Entrants will engage in a history trivia challenge exploring the construction of Henry Flagler's Florida Keys Over-Sea Railroad, Pigeon Key and other areas of interest. A winner will be selected to receive a four-night Marathon-based vacation to include accommodations, visits to Pigeon Key, recreation along the newly refurbished "linear park" and other Middle Keys attractions. Featured Videos NewmanPR will continue producing featured video packages spotlighting Keys special events, activities, unique elements and environmental initiatives from all districts — particularly those that promote the upcoming fiscal year's marketing goals. These short television news—style videos are posted on the home page of the destination's website and on the agency-created Florida Keys TravelVision channel on YouTube. In addition, a selected agency-produced video appears in each issue of the monthly e-newsletter. Many video segments are edited for posting on one or more of the Keys' social media platforms, particularly if they support destination initiatives or provide timely direct-to- consumer "spot news" about special events or noteworthy happenings such as a turtle release. In the latter case, the Florida Keys News Bureau creates social media—specific clips of video content that its videographers have shot for distribution to news media. Prime among the agency's video projects for 2021-22, as noted earlier in this plan, will be a comprehensive piece that features residents explaining what makes the Florida Keys community so special to them. To include locals from all districts and walks of life, the ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-21 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ video will be shot in an organic, uncontrived style with candid commentary designed to enhance message authenticity. Also planned is the creation of a series of video vignettes to support the "Only in the Keys" initiative. Produced for social media distribution, each vignette will spotlight an element, activity, event or attraction only found in the island chain. The series targets consumers who want to step outside the mainstream tourism realm, positioning the Keys as the place for memorable, one-of-a-kind experiences that fulfill their travel aspirations. Finally, the agency is to produce a video on Dry Tortugas National Park and Fort Jefferson for multiple distribution avenues including the Keys' YouTube and social media channels. National park visitation has increased significantly as pandemic conditions ease and travelers seek the perceived safety of open spaces, as well as the solace and freedom of spending time in natural settings. In addition, the Tortugas consistently draw notable viewership and engagement when featured on social media. NewmanPR anticipates contracting with the award-winning production company More Than Just Parks to capitalize on their strong relationship with the National Park Service and wide distribution network that features guaranteed placement on Outside Online (between 4.5 and 6 million unique visitors monthly) among other outlets. The video will highlight the Tortugas' vast stretches of sea and sky through aerial imagery, recreational opportunities including snorkeling, unique history and position as one of the United States' most remote national parks. Resources to Meet Media Needs Online Newsroom NewmanPR's well-established online newsroom is a valued resource for media ranging from mainstream and online journalists and broadcast outlets to bloggers and social media influencers. In 2021-22 the agency will continue evaluating content, ease of access and applicability of all newsroom materials to meet the needs of members across the rapidly changing media landscape. In addition, new content will be posted regularly to maximize the newsroom's relevance, usefulness and credibility as a source of materials that enable media representatives to convey accurate, timely Keys information to their audiences. Overall newsroom resources include an electronic press kit featuring releases on each Keys district as well as significant offerings and activities. That is complemented by additional press kits specifically tailored to the LGBTQ, weddings, meetings and incentives, environmental and culinary markets. Newsroom resources also include high-resolution photography of each district and selected special events, with images organized into albums and formatted for downloading by registered media users. Professional video footage of special events, environmental highlights and other newsworthy aspects is available for sharing or for media downloads on a dedicated FTP site. Photo and video content, especially that featuring timely high-profile special events, is updated frequently. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-22 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Also easily accessible is a regularly updated collection of advance releases on current Keys events, offerings and highlights throughout the destination, and specialty pieces such as "Stewards of the Keys" profiles. These mirror releases that are distributed via the agency's proprietary media lists and posted on the fla-keys.com consumer site. In addition, the newsroom features links to and recent postings from the Keys' significant social media outlets. As well as disseminating up-to-the-minute information, this increases media awareness of the social channels, encourages engagement and fosters multiplatform communication. Other resources include links to Keys event calendars and webcams, newsroom registration directions, media request forms, contact information and subscriber interfaces for email alerts for content specified by the subscriber. In the coming fiscal year, the agency will continue to post, update and curate written and multimedia content. The agency will also continue expanding its library of digital photography and high-definition and 4K video shot in all Keys districts, making this content available to media upon request. Further activities to streamline components and increase ease of use will be undertaken as necessary to ensure the newsroom's continued position as a trusted and timely source of information. Media Releases and Related Content The structure and format of NewmanPR's media releases will continue to evolve to meet the changing requirements of the media they serve and inform. Concise and tightly focused copy, links to provide additional story points, and associated photo and video resources will be featured in communications directed both to media and travel consumers. For 2021-22 the agency plans to create the following releases for distribution: 1. Advance special event—oriented releases on TDC-funded events in all Keys districts and representing all umbrellas, and advance releases for other significant special events that may not receive dedicated TDC funding. Results releases for TDC-funded fishing tournaments also will be produced. 2. Travel- and news-oriented stories according to a prearranged calendar, such as pieces on the reopening of the Old Seven Mile Bridge, and pieces spotlighting unforeseen events that reflect favorably on the destination. 3. Targeted releases that support the TDC's 2021-22 marketing goals and agency initiatives. These are to include a series on "Only in the Keys" attractions, events and experiences; two "eco-experience bucket list" pieces; and monthly "Stewards of the Keys" profiles of residents dedicated to preserving the Keys' environment and way of life. 4. Quarterly "What's New in the Florida Keys & Key West" roundups that feature timely briefs on new and enhanced accommodations, attractions, tours, airlift and ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-23 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ transportation options and other additions to tourism offerings in all Keys districts. As in past years, "What's New" roundups will be widely distributed to trade and consumer media in domestic and international markets. 5. An annual "What's New in the Florida Keys & Key West" overview of new and/or upgraded accommodations, attractions and experiences geared to the meetings and incentive market. 6. An annual "What's New in the Florida Keys & Key West" special edition focusing on new and enhanced offerings appealing to the LGBTQ market. All media releases will prominently feature the Keys website, and/or one or more district websites as appropriate, with the toll-free number and primary social media outlets. Releases are distributed via direct email to media on proprietary lists, RSS feeds via the Florida Keys online newsroom, a Keys media Twitter channel and links on Keys consumer social media channels as appropriate. Virtually all releases are posted in the "newsflash" section of the TDC consumer website and are available for media download from the online newsroom. Some releases are provided to press trip participants and utilized to support media missions or promotions, while others are used to pitch media coverage of selected events or offerings. Many are featured in issues of the monthly "Keys Traveler" e-newsletter and adapted into features for the "Keys Voices" travel blog. `Keys Traveler' E-newsletter Among NewmanPR's valuable offerings directed to consumer and media audiences is the "Keys Traveler" e-newsletter, produced and distributed monthly since 2004. With a responsive design and content that has evolved through the years to meet the needs of contemporary readers, the e-newsletter has an opt-in subscriber list that numbers approximately 105,000 people. Since its inception, "Keys Traveler's" layout and distribution have been accomplished in cooperation with Two Oceans Digital. This collaborative production relationship is to continue in the coming fiscal year. In 2021-22, as well as crafting monthly editions of the e-newsletter, NewmanPR plans to continue optimizing its content and format to enhance its value in supporting TDC messaging and objectives. Currently, each issue showcases special events, environmental elements and happenings of interest in all Keys districts; fishing, diving, cultural and cuisine highlights; a video feature and a "Stewards of the Keys" profile that introduces a selected local resident who is dedicated to protecting the Keys environment, heritage and/or local way of life. As in past years, a culturally themed special issue of "Keys Traveler" will be produced in February 2022 with all features dedicated to upcoming literary, theatrical, musical and visual arts highlights in all Keys districts. Distributed at the beginning of February, the ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-24 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ issue is timed to provide winter and spring visitors a comprehensive overview of cultural offerings to enjoy during their stay in the destination. A second special issue that promotes the "Connect & Protect" initiative will be produced in May or June 2022. The issue's content will be chosen to show summer visitors ways to discover and immerse themselves in the Keys' land-and-sea environment, support and give back to the environment through voluntourism or sustainable choices, and experience the Keys' unique lifestyle through authentic activities and nature-based adventures. Each issue of the e-newsletter includes links to the Keys' leading social media channels, the "Keys Voices" blog and website elements including "Photo Adventure." As well as being distributed to opt-in subscribers, current issues are highlighted for visitors to read on the Keys' website and permanently archived. While its readership numbers are solid, efforts to increase both consumer and media subscribers to "Keys Traveler" will continue in 2021-22 via a variety of avenues including social media messaging, social contests and promotions. Keys Traveler Annual Print/Digital Magazine In late fall 2021 the agency will write, design and oversee production of an annual Keys Traveler print magazine to be distributed at World Travel Market and other U.S. and international venues. The publication is a full-color, glossy magazine with at least 16 pages that showcases highlights from all Keys districts and promotes a wide range of destination attributes. Content for the 2021-22 issue will be chosen in collaboration with the TDC sales team to support fiscal year marketing goals. As noted previously in this plan, the magazine is to be themed to support the "Reunite and Rediscover" initiative, while also underscoring the Keys' market uniqueness by spotlighting one-of-a-kind elements including the Old Seven Mile Bridge and its renovation. As well as its print distribution, Keys Traveler magazine is available for consumers and media to download from the destination website. It also is often provided to journalists and influencers visiting the destination and during outreach at media missions. In addition to a mainstream magazine, one or more eight-page special issues are typically produced each year for specific vertical market segments. Past special issues have focused on the dive, fishing, meetings and wedding markets. In 2021-22 NewmanPR plans to produce a new or substantially refreshed eight-page Keys Traveler issue spotlighting offerings and opportunities geared to the meetings and incentive market. This will be distributed at select travel shows and provided to travel trade media. Similarly, a new or revised eight-page Keys Traveler issue will be produced for the dive market with a prominent feature on coral restoration organizations and projects throughout the Keys that provide opportunities for visitor involvement. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-25 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ LGBTQ Market Initiatives NewmanPR's 2021-22 public relations efforts will include a significant focus on the Florida Keys' LGBTQ market while continuing to expand consumer interest in areas of the island chain outside Key West. All promotional undertakings will support the Keys' national and international reputation as a top LGBTQ vacation destination with a longstanding heritage of leadership in inclusiveness and diversity. In the coming fiscal year, NewmanPR will explore building and maintaining a dedicated LGBTQ social media page or presence that is separate from the current mainstream social media channels with messaging directed specifically to the LGBTQ market segment. The agency's LGBTQ stringer will be primarily responsible for posting and maintaining it as well as regularly reviewing posted comments, replying as needed and moderating comments if necessary. Once the social media presence is launched, and before the June 2022 Pride festivities, a market-specific social media campaign will be developed and implemented. The campaign will consist of a series of posts featuring Key West and Florida Keys residents offering insights into what Pride as an event, or the concept of pride, means to them. The fundamental objective of this campaign is to subliminally support and help re- establish the Keys' and Key West's "One Human Family" reputation after recent divisiveness brought about in part by the pandemic's stresses. Through the social media presence and other activities, the agency will continue promoting the core values of"One Human Family," while emphasizing its principles and philosophy as much as the phrase itself. As with the mainstream market, the Keys' uniqueness and "Only in the Keys" elements will be emphasized for the LGBTQ demographic, in part to help offset the Keys' higher price point compared to other popular LGBTQ destinations such as Fort Lauderdale, Florida, and Puerto Vallarta, Mexico. LGBTQ programs also will support the agency's overall "Reunite and Rediscover" concept. Messaging will highlight open spaces and natural areas throughout the island chain, since visitors continue to seek those elements even after coronavirus conditions have eased and vaccinations are readily available, in addition to the Keys' revitalizing offerings and opportunities to sample the local experience and lifestyle. The agency also plans to produce an LGBTQ-focused special issue of "What's New in the Florida Keys & Key West" for targeted media distribution and use during select travel and media events. Its content is to focus on new and enhanced LGBTQ venues, restaurants, watersports activities, environmental adventures, LGBTQ-specific and all- welcome accommodations and increased airlift to the Keys. Public relations strategies for 2021-22 will include representing the Keys and Key West editorially to LGBTQ media, bloggers and social media influencers through a blend of "image" efforts and promotion of selected special events. Such events are to include Key West Pride, Womenfest and others that help increase LGBTQ arrivals during typically slower travel periods. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-26 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ As in the past, messaging will be tailored to appeal to multiple market segments. Overall communications will address the desires of both the older demographic, which often prefers gay-focused activities, accommodations and entertainment; and members of the national and international LGBTQ community who prefer mainstream activities and upscale all-inclusive accommodations. Plans for the upcoming fiscal year call for individual destination visits by at least six LGBTQ journalists, bloggers and/or leading influencers — including those working with outlets in regions with recently launched or increased direct flights to Key West. The agency will create itineraries for those media representatives that feature experiences tailored to their specific interests and story or content needs. Some itineraries will include exploration of the entire island chain, showcasing LGBTQ-friendly and eco-friendly activities and accommodations alongside experiences that can only be found in the Keys. The agency's LGBTQ media relations specialist will meet with media representatives during their visits to offer insights into the community and aspects of the local lifestyle. Levels of on-site assistance will be determined by the value of the representative's outlet in communicating the Keys' message to an audience of LGBTQ travel consumers. As in the past, objectives will include initiating and strengthening collaborative media relationships. The LGBTQ section of the fla-keys.com website currently features powerful market- specific imagery, detailed heritage and activity information and an agency-produced LGBTQ video that explores the destination's longstanding embrace of diversity and reasons that underlie its contemporary visitor appeal. During the 2021-22 fiscal year, the agency will continue distributing the video to LGBTQ media, social media and influencers interested in visiting and/or covering the Keys. It may also be shown at national and international LGBTQ media missions, travel shows and similar events. To further enhance the website section, the agency will explore developing elements such as accommodations and entertainment "Iisticles" as easy-to-use traveler resources that help encourage both first-time and repeat visitors to experience the destination. The addition of Iisticles may also help quell any potential presumptions of "pinkwashing" by the older market demographic. Other planned promotional activities include the production and distribution of press releases written by the agency's LGBTQ media relations representative, who will also continue writing twice-monthly LGBTQ entries for the "Keys Voices" blog. In addition, the agency will promote newsworthy LGBTQ-focused events and aspects via the Florida Keys News Bureau's spot news photography, video and story features. Outreach to social media influencers and content providers will be continued as well, and information will be made available to mainstream media whenever appropriate. As needed, NewmanPR will support the Keys' presence at local, national and global LGBTQ-focused consumer and trade events. This could include promoting the destination ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-27 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ or providing media materials for the annual global convention of IGLTA, a premier educational and networking event for LGBTQ tourism professionals worldwide. Focused District and Umbrella PR Support While messaging that promotes the entire Florida Keys is a vital component of the agency's PR plan, it must be paired with efforts to appropriately position and promote individual Keys districts. Each district contributes to the island chain's overall appeal yet also offers unique attributes and attractions of interest to a wide range of market segments. Throughout the 2021-22 fiscal year, the agency will incorporate activities and appeals central to each district's self-selected identity into both overall and district-specific communications. In addition, the unique aspects of each district will be reinforced through advance promotion, spot news coverage and social media messaging highlighting the district's most significant special events. Equally important, NewmanPR will provide public relations support to the cultural, dive and fishing umbrellas to further each umbrella's objectives. While specific activities will be dictated by the umbrellas' needs and goals for the fiscal year, the agency is committed to focused, ongoing efforts to raise awareness of each umbrella's TDC-funded events, programs and offerings for both media and consumer audiences. The agency's work on behalf of the umbrellas is funded by a line item in each umbrella's budget to promote specialty markets and events. Cultural Umbrella: Keys Cultural Heritage Project Working with the cultural umbrella and a select panel of historians, the agency plans to research and compile a chronicle of Keys cultural highlights in all genres of the arts: theater, visual art, music, literature, performance and films shot in the Keys. Elements are likely to include the federal Works Progress Administration artists' and writers' initiative, the establishment of historic theater groups including the Marathon Community Theater and Key West Players, the Key West years of Ernest Hemingway and Tennessee Williams, the Key Largo presence of"junk artist" Stanley Papio and the Upper Keys legacy of author Zane Grey. Also planned is the redesign and update of the cultural section of the fla-keys.com website, with the cultural heritage chronicle to be a significant element. The Keys' live music scene also is to be featured in the redesigned web section. The agency also intends to support the 10th anniversary of the Florida Keys Council of the Arts' collaborative annual mural titled "The Connections Project: A Mosaic of the Keys." ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-28 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Fishing Umbrella: Spotlight on Angling Diversity The Florida Keys' unparalleled diversity of angling opportunities is to be a signature element of the "Only in the Keys" initiative. Raising awareness about the wide variety of fishing available within the destination serves the fishing umbrella, as well as the Keys overall, by underscoring the island chain's market uniqueness. NewmanPR will craft and implement a consumer trivia challenge on the Keys' social media platforms that spotlights the one-of-a-kind fishing environment, vast array of species to target ranging from bonefish to blue marlin, types of fishing from Everglades to offshore, and unmatched community of expert anglers and guides available for charter. The contest will likely be launched in October or November 2021 and the winner is to receive a four-night trip to the Keys featuring two days of fishing with a leading local charter captain. In addition, as noted earlier in this plan, the agency is executing an agreement with George Poveromo. The nationally known saltwater fishing expert hosts "George Poveromo's World of Saltwater Fishing" program on Discovery Channel. The agreement specifies that six episodes of the upcoming season's program will originate from the Keys. Dive Umbrella: Reef Restoration and Opportunities NewmanPR's 2021-22 "Connect & Protect" activities include highlighting the increasing number of Florida Keys organizations that are pioneering coral planting and reef restoration initiatives and voluntourism programs for visitors interested in the underwater environment. Further increasing awareness of these organizations and ways visiting divers can support them is a cornerstone of the agency's planned efforts on behalf of the dive umbrella. Specific activities are to include updating and streamlining the fla-keys.com website's sustainability and voluntourism sections to emphasize reef restoration and visitor involvement. A pivotal feature piece on those topics is to be written for the mainstream Keys Traveler print magazine and the "Connect & Protect" special issue of the "Keys Traveler" e-newsletter. To heighten interest in a range of eco-friendly dive and snorkel opportunities, the agency will compile and promote them in the to-be-developed eco-events directory on the Keys' Facebook page and an eco-events section of the fla-keys.com website calendar. Finally, plans call for production of a new or substantially refreshed eight-page dedicated dive edition of Keys Traveler magazine as a resource for media and consumers. Emphasis on Events Vigorous promotion of the Keys' special events and festivals will be particularly important in the coming fiscal year, since COVID-19 forced the cancellation of many events in 2020 and early 2021. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-29 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Event promotion is a pivotal aspect of NewmanPR's activities, since special events provide a time-specific draw for travel consumers, a focal point for generating media and social media coverage, and colorful content to inspire high reach and engagement among social media users. NewmanPR will continue to publicize virtually all events supported by district and umbrella funding, as well as others that appeal to media and consumer audiences, attract overnight visitors to the Keys and foster a favorable perception of the destination. A line item in the expense budget covers PR expenses for worthy events that lack support funds. When planning coverage, the agency will consider each event's value in showcasing the unique environmental, cultural and attitudinal attributes of the destination overall and the district where it occurs. Emphasis will be placed on event offerings that illustrate and expand awareness of the Keys' environmental richness, unique heritage, eco-friendly mindset and way of life — as well as those that can only be experienced in the Keys. Specific activities will include writing and distributing advance releases for mainstream and appropriate niche media; pitching event-related stories to traditional and nontraditional media and social influencers; working as the Florida Keys News Bureau to create and distribute spot story, photography and video packages during events; and coordinating direct-to-consumer promotion via Facebook, Twitter, YouTube, Instagram, Pinterest, TikTok and other social media channels. Special Project: 200 Years of Key West Heritage and Culture In 2021 a group of local residents began planning events recognizing Key West's 200 years of heritage and culture in 2022. In addition, 2023 marks the 200th anniversary of the Florida legislature's establishment of Monroe County and Captain David Porter's establishment of Key West's naval station. While specifics of the 2022 celebration were not finalized as of this writing, proposed highlights include a week of events in March 2022 to commemorate 200 years since Lt. Commander Matthew Perry sailed the schooner USS Shark to Key West and planted the U.S. flag. NewmanPR is to evaluate all planned efforts and provide support as warranted with a focus on Key West and Florida Keys history. The agency's activities may include producing media releases and/or social media posts recognizing significant historic sites and happenings, attractions, multicultural heritage landmarks and milestones such as the upcoming 75th anniversary of Everglades National Park and 400th anniversary of the Nuestra Senora de Atocha shipwreck. The agency also will work with organizers of county and naval 2023 anniversary events, assisting and collaborating to conceive and begin implementing significant public relations support which is likely to include support for a PBS show focusing on Key's history. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-30 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ PR Activity for the Keys Tourism Industry NewmanPR will continue to produce and distribute travel advisories electronically to hoteliers and other Keys industry partners when appropriate to communicate information and messaging about situations or emergencies that could impact tourism. In addition, tourism advisories will be produced and electrically distributed to alert industry members about potential positive public relations opportunities. Agency representatives are available to periodically, as requested, make presentations at meetings of Keys hospitality and business organizations to inform and educate members about ways their businesses can benefit from TDC PR opportunities. The agency, on behalf of the TDC, also annually partners with the Lodging Association of the Florida Keys and Key West to organize and host an annual hurricane preparedness workshop for the tourism industry. For the May 2021 virtual hurricane preparedness event, NewmanPR undertook activities including arranging top weather- and hurricane- related speakers, creating and sending event invitations, moderating discussions on specific hurricane-related topics and managing the webinar platform. Travel Trade Public Relations Given consumers' increasing reliance on professional travel advisors, in 2021-22 NewmanPR is to intensify efforts to communicate Florida Keys news about tourism infrastructure improvements to travel trade outlets across the media spectrum. The agency will continue connecting regularly with Keys lodging associations, chambers of commerce and other sources to obtain information that stimulates meaningful travel trade news coverage, and will pitch and distribute that information in a timely, proactive manner. As previously outlined, introducing travel trade media, social media, influencers and their audiences to "Keys Enhanced" offerings — ranging from new airlift and airport renovations to accommodations and experiences that appeal to groups — is a primary initiative for the upcoming fiscal year. A key story theme is that airlines — eager for a unique U.S. island destination with wide- open outdoor spaces — continue to expand service to the Florida Keys. As an example, in June 2021 six airlines operated 24 routes to Key West's airport, which also experienced a record high passenger count in early 2021. Other notable topics include the Keys' fast-increasing environmental voluntourism offerings that can be undertaken as team-building or small-group activities, including pioneering coral restoration efforts to protect and preserve the planet's reefs. Also to be a focus for Keys messaging are the destination's expanded luxury offerings. As in recent years, NewmanPR will promote new and enhanced lodging options through roundup releases, media pitching and other means. The agency will continue to create and distribute to travel trade media the quarterly "What's New in the Florida Keys & Key ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-31 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ West" release spotlighting new and refreshed accommodations and attractions offerings, and an annual overview of new and expanded accommodations, attractions and other elements geared to the meetings market. Specific media to be targeted include digital and print outlets for niche travel trade and meetings and conventions (MICE) audiences and Northstar Travel Group, owner of Travel Weekly, TravelAge West, Agent at Home and TravelPulse. In addition to distributing trade-focused information, the agency will rework stories about major Keys events for travel trade media and influencers as appropriate. In all messaging directed to these media outlets and their audiences of travel advisors and operators, the agency will work to maintain awareness of targeted TDC sales and marketing efforts including updates about the Key Lime Academy. Sales Support at Trade and Consumer Travel Shows As in previous years, NewmanPR will support the TDC's sales team at high-priority domestic and international trade and consumer shows and exhibitions throughout the year. Public relations efforts — through eye-to-eye contact and communications and renewal of business relationships — are likely to be a high priority due to post-pandemic increased competition among other international island and warm-weather domestic destinations. As in 2020 and 2021, PR participation can be provided during virtual events when appropriate. Public relations activities typically include scheduling media appointments, preparation of collateral and media releases, creating and producing magazines such as Keys Traveler, creating targeted promotions tailored to a specific show audience and providing full media support at the Keys booth and during social activities at high-value travel shows. During fiscal year 2021-22, the agency or its international affiliates plan to provide on-site public relations representation to support TDC sales presence at IFTM Top Resa, Oct. 5- 8 in Paris; World Travel Market, Nov. 1-3 in London; the New York Times Travel Show, Jan. 28-30, 2022, in New York City; ITB, March 9-13 in Berlin; and the U.S. Travel Association's IPW 2022, June 4-8 in Orlando, Florida. The agency may also work with targeted domestic media attending IPW on individual trips, with participants exploring specific story angles to produce coverage of the Florida Keys. In addition, NewmanPR is to provide advance social media support for TDC domestic sales efforts at select consumer shows that may include events in Atlanta, Georgia; Boston, Massachusetts; Chicago, Illinois; Dallas, Texas; Denver, Colorado; Los Angeles, California; California's San Francisco Bay area; Pittsburgh, Pennsylvania; Tampa, Florida; and Washington, D.C. As noted earlier in this plan, public relations is also likely to support a planned TDC sales event in Nashville. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-32 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Journalist Conference Activity and Outreach As one of only a few PR agencies with two members in the influential Society of American Travel Writers, NewmanPR will continue to represent the Keys at events including the SATW Annual Convention, scheduled Oct. 3-7, 2021, in Milwaukee, Wisconsin. Maintaining solid relationships within this organization and delivering destination messaging to this group of respected journalists and influencers typically results in valuable coverage in high-readership outlets and social media platforms. SATW, with 1,039 members including 585 journalists and 134 editors, also provides professional development with frequent webinars about industry topics of interest to travel media and public relations practitioners. The agency also maintains memberships in the Outdoor Writers of America Association and the Florida Outdoor Writers Association. To further promote the destination, NewmanPR is planning to attend TravMedia's International Media Marketplace North America Edition, slated Jan. 27, 2022, in New York City, for meetings and networking opportunities with leading travel journalists, editors and broadcasters. Select Joint Media Blitzes The agency typically achieves a significant response from journalists by participating with Visit Florida in select joint media events and receptions in targeted major and emerging markets. As of this writing Visit Florida had not yet completed scheduling for its fiscal year 2021- 22 (beginning July 1) but indicated that representatives planned to hold a media reception in New York City, likely during fall 2021. Previously, the agency has found this mission to be a solid opportunity to reach mainstream editorial and social media representatives, and to demonstrate support for Visit Florida's public relations strategies. The agency also will investigate providing in-person support and media materials for attendees during and prior to Visit Florida's Florida Huddle, Jan. 24-26, 2022, at the Tampa Convention Center. Consideration will be given to participating in domestic media missions Visit Florida is planning in Boston, Massachusetts, and Chicago, Illinois. As in previous years, NewmanPR plans to assist Monroe County Emergency Management with its annual South Florida media mission, to be held prior to the 2022 Atlantic hurricane season. Crisis Management Throughout NewmanPR's 40+-year tenure of providing public relations for the Florida Keys & Key West, the agency has helped the destination withstand and recover from a ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-33 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ wide variety of crisis situations ranging from hurricane landfalls to outbreaks of dengue fever. No crisis, however, has ever affected the island chain and its tourism-based economy as profoundly and lastingly as the global coronavirus pandemic. Ongoing challenges including international border closures, the Keys' 10-week closure to visitors in 2020, stay-at-home mandates and other restrictions required the TDC and its agencies to respond to a set of unprecedented circumstances that had a profound effect on both domestic and international tourism. The pandemic's severity, and the changing health safety directives mandated by national, state and local government officials, required that NewmanPR's messaging communicate an accurate and evolving picture of the Keys' status and health protocols, be sensitive to people around the U.S. and the world who were impacted by the virus, avoid promoting large gatherings or elements that might increase the risk of COVID-19 spread, protect and strive to revitalize the tourism-based economy that supports so many residents and be supportive of efforts to safeguard the health of Keys residents. During the pandemic as well as in previous crisis situations, NewmanPR supported the island chain on a 24/7 basis, communicating accurate, timely information to media, travel consumers and Keys tourism interests according to the guiding tenets of proactivity, responsibility and integrity. Focal activities during the course of the pandemic included creating and regularly updating a dedicated coronavirus information page on the fla-keys.com website to inform visitors about the virus, evolving health safety directives for visitors and residents, personal protective health actions and the Keys' status; writing and distributing several dozen advisories to tourism interests to keep them apprised of local, state and national developments and mandates; developing social media messaging and programs that were sensitive to those impacted by the crisis yet helped keep the Keys top-of-mind; creating photo and video content for social media that promoted health safety practices and responsibility; and producing spot news packages that highlighted positive elements and residents' efforts to assist others despite pandemic restrictions. In the coming fiscal year, NewmanPR will continue to provide messaging appropriate to lingering pandemic conditions, while reviewing and refining its overall crisis management strategies based in part on knowledge gained while dealing with the coronavirus outbreak. The latter plan integrates Keys tourism industry and community leaders and serves as a guide in dealing with storm threats or occurrences, and other actual or potential crises. Its cornerstone continues to be a strong synergistic relationship with Monroe County Emergency Management. In addition, the agency will maintain and further strengthen its relationships with law enforcement, military organizations, federal and state environmental organizations including the Florida Keys National Marine Sanctuary, Monroe County and municipality government entities, and the National Hurricane Center. These relationships are invaluable in enabling constant information exchange and coordinated responses to situations that might impact tourism flow. The overall objective of crisis management efforts remains to support efforts to achieve economic recovery and stability for working residents as quickly as possible once conditions allow. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-34 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ In any crisis or emergency situation, the agency and its primary Keys team members are available 24/7 to communicate important and accurate information to media, travel consumers and Key's tourism interests. As in past major crises, NewmanPR will complement its communications outreach by developing website sections or pages on fla-keys.com providing accurate, transparent and comprehensive information as a trustworthy resource to both the traveling public and media interests. Similarly, the agency will employ its social media channels as a reliable and responsible resource for disseminating timely messaging directly to consumers and followers. This will be particularly useful to counter any misperceptions of a crisis situation that may arise resulting from individuals' inaccurate or sensationalized posts on other platforms. As always, important information will be provided to Keys lodging properties and tourism interests as quickly as possible via e-mail blast and/or social media. Visitor Assistance Line The public relations expense budget funds a 24-hour, toll-free visitor assistance service that serves as a multilingual troubleshooting facility for visitors while they are traveling in the Keys. Coordinated by AmEurop, the program provides an important resource that demonstrates the destination's care and concern for its guests. Canadian Public Relations Plan 2021-22 NewmanPR's Canadian affiliate agency, Toronto-based LMA Communications Inc., will continue efforts to strengthen Canadian-market awareness of the Florida Keys & Key West's sustainability and local heritage while highlighting the island chain's seclusion and serenity. The COVID-19 pandemic has kept the Canadian travel borders to the U.S. closed from March 2020 until likely at least the beginning of fall 2021. However, as vaccination progress continues and cases begin to drop, expectations are that the border should be open in time for the start of the 2022 winter travel season. Canadian travel research points to a pent-up demand for international travel, particularly with millennials and baby boomers. Travel advisor research indicates that bookings are expected to pick up once the border officially reopens. With Canadians facing six to eight months of winter without the option of traveling during the last 15 months, there will be a strong demand to visit warmer destinations and particularly Florida as the largest visitor market for Canadians. LMA will focus on key feeder markets that represent the most populated Canadian regions: Greater Toronto Area, Ontario; and Montreal, Quebec. The agency's strategies include showcasing the seclusion and simplicity of the Florida Keys to Canadian consumers who are likely to value unique and healthy travel experiences in a post- pandem is world. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-35 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Established Canadian journalists and social influencers will be invited to participate in in- person press trips and social sharing opportunities to highlight the uniqueness of the Florida Keys. Proactive consumer outreach through a contest and editorial feature with a major broadcast television outlet, as well as other programs, should pique public interest, while targeted campaigns within the baby boomer market should draw greater awareness among mature snowbirds with a higher disposable income and more free time to travel. Audience Profile LMA's audience profile for the coming 2021-22 year will remain Canadians who are: 1. Anticipating the return of cross-border travel after the lengthy closure and stay-at- home emergency orders. 2. Focusing on less crowded and more unique destinations that offer authentic experiences to rejuvenate. 3. Seeking to escape from the six to eight months of winter. Canadians who stay in Florida during that time are referred to as "snowbirds." 4. Located within easily accessible feeder markets with the highest population, particularly Toronto and Montreal. 5. Interested in sustainable and responsible travel destinations to create lasting memories for their families or social travel groups. Market Overview and Target Media Outlets The media landscape continues to shift, particularly following the devastating effects the pandemic has had on the travel media industry and coupled with the shift in online e- magazines. Further, the growth of Canada's cultural diversity with subsequent ethnic newspapers offers an opportunity to showcase different aspects of the Florida Keys that may appeal to those from different backgrounds. Specialty magazines, such as those focused on ecotourism and luxury, have a dedicated follower base and continue to hold steady. Influencers and content creators continue to be a main source for travel coverage within Canada, particularly to act as social ambassadors for open-space, outdoor experiences including hiking and eco-travel. The target media breakdown will be: 1. Consumer travel print and online magazines that feature unique travel destinations that are a fit for their readers. 2. National English- and French-language daily newspapers. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-36 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ 3. Television shows and radio programs. 4. Social leaders and content creators with an engaged following that values unique travel experiences. 5. Travel trade outlets that are geared toward the more than 2,700 registered Canadian travel advisors. 6. Specialty outlets with a dedicated community following including LGBTQ, culinary and diving. 7. Multicultural-market outlets. Major Canadian Public Relations Tactics/Initiatives LMA's proposed public relations initiatives for 2021 and 2022 include: 1. Executing a fully integrated broadcast segment series with an Ontario broadcast morning show to draw awareness to the simplicity, seclusion and uniqueness of the destination. 2. Initiating a baby boomer targeted radio and website campaign through Zoomer Radio to promote the Florida Keys. 3. Engaging with key social influencers to take part in an ambassador program to promote key experiences leading into the winter season. 4. Working with an influencer association to host a local Key lime pie—eating contest to generate awareness of the unique annual event. 5. Arranging a Toronto and Montreal media mission with key media outlets and freelancers to proactively engage future editorial features. 6. Hosting a virtual social sharing scavenger hunt with Ontario-based influencers to promote the uniqueness of the Florida Keys. 7. Supporting media outlets and freelancers who want to physically travel to the Florida Keys for editorial coverage. 8. Organizing a group press trip for traditional Canadian media outlets with an experiential focus to draw awareness to the seclusion and uniqueness of the Florida Keys. 9. Contributing to Discover America Day, a Canada media event, to appeal to major Canadian media outlets about editorial opportunities with the Florida Keys. 10. Participating in the Travel Media Association of Canada Media Marketplace 2022 Conference, with the goal of meeting media members from across Canada in one- on-one sessions to identify future opportunities. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-37 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Broadcast Morning Show Integration and Viewer Contest (Ontario) To attract Ontarians on a broader scale, the agency plans to organize an integrated campaign and viewer contest with a popular Ontario television morning show. The segments and campaign will be used to raise awareness of the simplicity, uniqueness and seclusion of the Florida Keys & Key West before the winter season. CHCH-TV hosts a popular "Morning Live" weekday broadcast that reaches over 92% of Ontario households and has an average daily viewership of 256,000. The series will consist of multiple on-air segments aired over a one-week period during the fall. The benefit of hosting such a campaign within one week is to help create an urgency for viewers to tune in. Given the current uncertainty with travel embargoes, LMA recommends Skype interviews with key experts and personalities from the Florida Keys for main segments and supplementing those with selected footage from a previous CHCH-TV visit in 2019. To make the campaign memorable, the agency will strive to host a viewer contest to win a complimentary trip to the Florida Keys (flights and hotel for four nights). Local airlines such as Air Canada and WestJet will be approached about supporting the flight; however, the participating airline may require its logo and information to be a part of the contest marketing (to be determined). The contest will be hosted as a page within the CHCH-TV website that will feature the contest details, rules and additional copy and videos promoting the Florida Keys. Further discussions will be held to determine if a banner or callout on the home page is possible to provide easy access to the contest page. Additional social media coverage will be provided in the form of video and/or image posts for the CHCH-TV channel on Facebook, with more than 109,000 followers, and Instagram, with 20,000 followers, including a call to action leading to the contest page and tagging the Florida Keys' social platforms. Specific details are to be confirmed in further discussions with CHCH-TV's production team. Baby Boomer Radio and Online Promotional Program (Ontario) Since baby boomers age 55-plus make up roughly one-third of the Canadian population, the agency plans to initiate an integrated program with the popular Zoomer Radio Morning Show and website prior to the winter travel season. Zoomer Media focuses on Canada's mature audience, reaching 16.1 million residents. It is Canada's only media outlet dedicated to creating content, services and experiences for the baby boomer audience and is recognized as one of the top Toronto radio stations. "The Morning Zoom with Sam & Jane, The Sisters of Sunrise" radio show receives an average of 1.7 million weekly listeners and has a dedicated fan base. As part of a complete integrated campaign, Zoomer is offering an on-air, online and social media opportunity with its Zoomer network to feature interviews with key personalities, ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-38 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ highlight the serenity and seclusion of the destination and engage followers with unique Keys experiences. To simplify the process, no actual travel will be required, as the station is currently minimizing travel for its radio team and is opting instead to have interviews done via pre-recorded phone calls into the studio. For the on-air segments, a total of five live calls (one from each Keys district) will be held weekly over a five-week period on Monday mornings with a preselected Florida Keys contact or personality to highlight a specific topic about their district. The calls will end with a call to action that leads to the Zoomer Radio website. Following the feature airing, highlights from each interview will be repeated 16 times throughout the week, running Monday to Friday between 5 a.m. and 11 p.m. EST. For the online coverage, a button on the home page of the Zoomer Radio and Everything Zoomer website (with combined unique monthly visitors of 125,000) will lead to a special landing page with text, photos and video links to the Florida Keys' website assets, supplied by the agency, over a five-week period. To provide social coverage, five Facebook video and/or image posts will be added on the Zoomer Radio and Everything Zoomer accounts, which have more than 95,000 combined followers, over a five-week period. Production, copywriting and posting will be handled by the Zoomer team, with videos and interview contacts provided by the agency. The different tactical elements will link back to the Florida Keys website for further information. Influencer Key Lime Pie—Eating Contest (Greater Toronto Area) To promote unique annual events and festivals in the Florida Keys, the agency will host a Key lime pie—eating contest for local influencers, with the goal of sending the winner to the Florida Keys on a press visit and to participate in Key West's annual Key lime pie— eating contest. To reach the largest number of influencers, the Toronto Blogger Collective, with a dedicated group of more than 663 active influencers located across Ontario, will be engaged for support. Through the collective, LMA will invite influencers to post a 30- second video on their social channels, with a dedicated hashtag, detailing why they should be chosen as a participant in the Key lime pie—eating contest. The more creative the video, the greater the chance of being chosen to compete in the contest. The Florida Keys team will select up to 10 influencers from the video entries and stage an event with the collective to host the contest. Additional influencers will be invited to cheer for the participants and share the event on their channels. The first participant to finish his or her Key lime pie will win a trip to the Florida Keys to take part in Key West's annual Key lime—pie eating contest in July 2022. The winner will be required to cover the visit on social media channels. If the Canadian influencer happens to win the Key West contest, that would enable the agency to pitch additional media outlets about the Canadian recognition. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-39 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ The Toronto Blogger Collective team will not only post contest rules and details, but also share all of its members' video entries through its official social channels and provide a post-event report to track the coverage. To elevate the Toronto initiative's coverage and reach, Florida Keys social channel moderators can share, engage with and like the influencer-generated content. Canadian Proactive Media Mission (Greater Toronto Area and Montreal) Understanding that the border closure has prevented representatives from physically meeting with media members, the agency will host a revised media mission format with media members and outlets. For the media mission, LMA will arrange one-on-one interviews with several media outlets in the Ontario and Montreal markets, while moving away from the group breakfast format employed in previous years. For media contacts who may not be fully comfortable with face-to-face meetings, a virtual option will be offered. Based on past results, the agency has found that media missions and deskside meetings yield a better return than hosting large-scale events. These proactive media missions are used to highlight what is new and upcoming in the Keys while encouraging the development of closer bonds with media representatives according to their interests. Media from a variety of outlets including television, radio and print — and those representing market segments ranging from food to diving to LGTBQ — will be approached to schedule appropriate meeting times. To help personalize the meetings and thank media for their time, a "Taste of the Florida Keys" giveaway bag containing promotional gift items and the latest news will be offered at the end of each meeting or shipped if requested. Social Media Influencer Scavenger Hunt (Greater Toronto Area) To promote the uniqueness of the Florida Keys, the agency will organize a social media scavenger hunt prior to the winter season. This will be an exclusive event for influencers through the Toronto Blogger Collective, a well-known group of Ontario influencers described previously in this plan. Five social post questions, one related to each of the Keys' districts, will be shared daily for five days through the collective's social channels. Interested participants will be required to share the answer as a post on their own social channels using a specific hashtag. Influencers within the group will be updated in advance about the opportunity and the overall rules through social posts. As an alternate to social image question posts, videos can be created with experts from each Keys region to share the question and offer a hint to participants through social posts. The Toronto Blogger Collective team will not only post the questions, but also share all of its members' entries through its official social channels and provide a post-scavenger- hunt report to track all the entries. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-40 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ One winner from the pool of influencers correctly answering all questions will be randomly selected for a unique "Only in the Keys" press visit, with the prize to include flight, hotel and standard per diem expenses. To increase coverage, the winner will be required to showcase specific Keys elements of the trip through social media posts. To further elevate coverage and reach, Florida Keys social channel moderators can share and like the influencer-generated content. Influencer Social Ambassador Program (Canadawide) To increase social awareness before the winter travel season, the agency will seek to sponsor key influencers who have traveled to the Florida Keys in the past, or who have an avid interest in the destination, to name them as ambassadors to promote the Florida Keys. The use of experienced influencers allows the posts to be more authentic. Selected influencers will be expected to supply a combination of blog and social posts, across a variety of channels over a specific time period, to highlight an array of unique experiences with a link to the fla-keys.com website. The agency will recommend influencers from across Ontario who have a strong engagement with followers and are willing to provide a worthwhile package of coverage. A timeline schedule will be organized for the posts so that messaging to amplify awareness will be spread out. To augment the coverage and reach, Florida Keys social channel moderators can share and like the influencer-generated content. Supporting Individual Press Trip Requests (Canadawide) Understanding that certain media may be more interested in individual visits for the foreseeable future, the agency will support media representatives that have a confirmed assignment to feature the Florida Keys. For those who may prefer a virtual press trip format with video interviews and tours, this option will be handled as needed. Whether for a themed visit or in conjunction with a Florida multidestination planned tour, customized itineraries will be prepared in collaboration with the NewmanPR team. The agency is aware that certain factors, such as high-season visitation and annual events that draw large numbers of overnight visitors, may limit availability. Print Media Themed Group Press Trip (Canadawide) Since the originally planned April 2020 group press trip was postponed because of COVID-19, the agency plans to organize an in-person group press trip for selected traditional Canadian newspaper and magazine outlets. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-41 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Representatives from five to seven media outlets will be selected for this trip. The trip's concept will support overall priorities for the fiscal year, combining elements that communicate the serenity of the destination with new and newsworthy aspects (such as the Seven Mile Bridge reopening in 2022). Selections are to be confirmed in the fall for a planned trip in spring 2022 after the high season ends. All selected media will be required to have confirmed story placements. Beyond organized group press trips, the agency will also seek to include Canadian media for any open spots that may exist within future U.S. group press trips. Recommendations will be made according to specific trip themes and the itinerary focus. Discover America Day Canada Media Event (Canadawide) Discover America Canada's goal is to build Canadian tourism to the United States by providing members opportunities to participate in joint public relations, marketing efforts and events. The organization hosts an annual media event called Discover America Day and the agency will participate in it in 2022. Because the pandemic caused the 2020 and 2021 events to be canceled, the expectation is that the 2022 event will generate a great deal of attention. Participants have an opportunity to connect with over 30 leading Canadian travel writers, bloggers and radio hosts to promote their destination. While details about the timing and schedule are not yet available, the event will probably take place in September 2022. Participation includes a media marketplace appointment schedule, a professional development session and a media luncheon. Travel Media Association of Canada 2022 Media Marketplace and Conference (Canadawide) The Travel Media Association of Canada is recognized as the premier and longest- running travel media association in Canada. Media membership consists of outlets and freelancers from throughout Canada. The organization's popular annual conference and media marketplace is a key TMAC benefit. Due to the pandemic, the 2020 conference was canceled and the 2021 conference was revised to a virtual format. For 2022 the association is expecting a return to an in-person conference format, likely to be held in June 2022, and LMA plans to participate. During scheduled media appointments, the agency will share the latest updates and news from the Florida Keys and discuss future editorial opportunities. Takeaway materials and potential giveaway items will be provided to media. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-42 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Visit Florida Partner Support Programs for Canada While preliminary details indicate that Visit Florida will host Canadian partner program initiatives, the agency will review the opportunity to participate in any Visit Florida 2021- 22 mission. This provides an opportunity to reach additional mainstream Canadian media by joining Visit Florida's outreach efforts. Details about the exact dates and opportunities have not been finalized by Visit Florida. However, Visit Florida events, likely in both Toronto and Montreal, are expected to take place in early 2022. Creating Awareness Through News Releases and Media Pitches (Canadawide) The agency will continue focusing on building media relationships through news release distributions and editorial pitches. Ongoing outreach that creates an always-on approach increases the likelihood of being included in key print, broadcast and online stories. The agency will maintain a regular schedule of distributing news releases shared by NewmanPR's Florida Keys team. Topics may include festivals and events, new hotel or resort developments, new flight route launches and awards or recognition of Keys properties or attractions of interest to visitors. In addition to regular news releases, a monthly "What's New" a-blast will be distributed, rounding up newsworthy information from each of the Keys' five districts. For a particular news item that requires a wider announcement, newswire distribution will be recommended. Beyond the sharing of Keys news releases, the agency will continue to maintain ongoing discussions with editorial and social media contacts to research any future features, stories or trends that may be a fit for Florida Keys inclusion. As consumers adapt to new travel guidelines and social norms, the agency will seek to highlight a number of motivating factors for Canadians to visit the Florida Keys, from sustainability to the serenity offered by the destination. Crisis Communications Support (Canadawide) Should any crisis arise, LMA will assist with executing local crisis communications support to effectively manage any negative perceptions or share breaking news. As part of the process, LMA will maintain constant communication with NewmanPR to determine the best course of action through a multipoint approach including news release distribution and arranging for key spokespeople who can update media. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-43 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Travel Media Association Membership and Representation (Toronto) The agency will continue to represent the Florida Keys & Key West to various travel associations at media networking events. As physical events resume in 2022, virtual hangouts will continue for those associations offering that option. The agency is to continue membership and nurture media relationships in travel-focused associations that include: Travel Media Association of Canada — Founded in 1994, TMAC is Canada's longest- running association for travel media and industry experts. Toronto Blogger Collective — A consortium of influencers focused on Ontario-area bloggers. Toronto Travel Massive — The Ontario chapter of the global Travel Massive influencer group. Society of American Travel Writers, Canadian Chapter — The North American association for travel writers and industry professionals. At virtual meetings as well as at in-person events, LMA will take the opportunity to update media on the latest Florida Keys news and offerings. Market Monitoring and Additional Opportunities As the Florida Keys team's eyes and ears in the Canadian market, the agency will continue to provide relevant updates involving local travel trends, market surveys and potential opportunities, particularly as they relate to post-pandemic travel. If additional promotional opportunities arise, LMA will share updates with the Florida Keys team at NewmanPR to see if such opportunities can be worked into any planned media initiatives or events. These situations will be approached on an individual "as-needed" basis. United Kingdom and Europe Public Relations Plan 2021-22 KBC PR & Marketing, headquartered in the United Kingdom, is NewmanPR's contracted agency for the Florida Keys & Key West throughout Europe. The U.K. and Ireland, and German-speaking markets through subcontracted agency Get It Across (GIA) of Cologne, Germany, will continue to be the prime focus of public relations activity for 2021-22. PR programs will continue to build on recent "Connect & Protect" messaging around the sustainability of Keys vacation elements and efforts to preserve and enhance the destination's natural environment. The core focus, however, will be on maximizing the unique appeal and major selling points of the Florida Keys & Key West for international travelers in what is certain to be an ultracompetitive post—COVID-19 world. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-44 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Key Media Trends Impacting the European Media Campaign The European media landscape has been significantly impacted by COVID-19, which has intensified some longer-term trends while also bringing new considerations into play. 1. The COVID-19 crisis has seen a severe reduction in advertising revenue that has led to the closure of several important U.K. and German media outlets in the last year, most notably Lonely Planet magazine, The Sunday Times Travel Magazine and GEO Special. While the loss of these titles marked a sad shift in the media landscape, it has allowed space on the newsstand for rival titles like Wanderlust and National Geographic Traveller to thrive. With their focus on showcasing the USA in the year ahead and shining a light on "road less traveled" destinations, both titles are key targets for the Florida Keys & Key West as the recovery builds. In the German-speaking countries, a number of traditional titles such as travel magazine Abenteuer and Reisen and the ADAC German motor club magazine have ceased their print runs and are to rely on purely digital editions in the future. 2. Lockdowns in Europe have prompted a further deterioration in circulation of print newspapers and magazines, but have led to a dramatic rise in digital subscriptions, especially for national newspaper website paywall access and news apps. This has accelerated the trend toward online consumption of news and feature content, with mobile access via smartphones and tablets ever more prevalent. Therefore, PR outreach and output will need to be increasingly digital-focused. Trust in established news brands — quality broadcasters and publishers — has continued to grow in the era of perceived "fake news" and disinformation. In both the U.K. and Germany, this is expected to also translate to travel inspiration, with consumers placing their trust in established travel platforms such as national newspaper travel sections. 3. Despite the digital growth for many titles, a recent Press Gazette article reported that, looking ahead, a concern for publishers is that much of the subscriber growth has been driven by reader interest in COVID-19. Now, news providers face the challenge of retaining subscribers and attracting new paying readers as some parts of the world emerge from the pandemic-related health and economic crisis. 4. In all European markets, commercial partnerships with high-profile media brands have become increasingly influential and versatile, blending print advertorial, curated digital content, targeted e-newsletter inclusion, dedicated social media posts, editorial coverage from press trips, competitions and even consumer events. Building ongoing multiplatform relationships with targeted travel audiences through their favorite brands will need to become a central part of overall destination marketing strategies. Magazine brands like the U.K.'s Wanderlust and National Geographic Traveller have launched dynamic offerings that present a clear opportunity for the Florida Keys & Key West. 5. While some publishers are starting to report some recovery in advertising revenue, the overall financial losses of the last year mean that travel editors' budgets are likely to be significantly restricted. PR agencies will need to work harder and pitch ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-45 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ stronger, tailored story angles to secure interest in sending journalists on destination trips as travel becomes more widespread and competitive. Many editors are likely to continue to collaborate regularly with writers based in- destination or near to story destinations (for example, U.K. and German writers living in North America) and will use this coverage approach as well as sending Europe-based journalists overseas. Reduced expense budgets also mean that destinations and partners are likely to be asked to make greater contributions to story coverage costs of individual journalists. 6. As international travel recovers, trusted media sources will be of huge importance in reassuring consumers that airlines, ground transportation companies, lodging providers, attractions and in-destination operators are undertaking appropriate health safety measures. Any messaging around safety needs to be clearly stated but subtle, as consumers and travelers resume "normal" activities. 7. With international travel severely curtailed for more than a year, many editors and freelancers have a backlog of unpublished travel content — especially for long- haul destinations. Many will choose to update this content to make it "live" before commissioning new assignments. Thus, there likely will be a greater reliance from editors on PR representatives, now routinely utilized as story and content researchers to ensure that information gathered before the pandemic is still accurate and relevant. 8. The "pay to play" trend continues in the U.K. broadcast arena, and celebrity-fronted thematic travel shows still dominate. On satellite channel shows, brands and destinations are almost always required to part-fund in order to participate. With TV advertising revenue down significantly due to COVID-19, it is anticipated that broadcasters will be driven even further toward offsetting programming costs. On the U.K.'s high-audience terrestrial channels (BBC and especially ITV), production companies working on travel shows are increasingly choosing to bypass in-market and even in-destination tourism representatives, often preferring to arrange shoots directly through local fixers. This is largely because their productions are typically not traditional travelog-style shows designed to explore destinations, but focus instead on placing celebrities in a series of situations designed to extract entertaining content, with the destinations largely just a backdrop. In the German- speaking markets, there are hardly any pure "'tourism" shows, with travel largely covered by science shows, reportage formats or documentaries. 9. The era of high-ticket partnerships with travel bloggers and Instagrammers who boast huge follower numbers appears to be coming to an end, replaced by more cost-effective targeted partnerships with "micro-influencers" with smaller, more engaged audiences. Though fewer in number, research shows that micro- influencer followers are more willing to meaningfully interact and welcome inspiration. As international travel has gradually restarted, established travel bloggers are once again seeking opportunities to collaborate on paid content. It remains to be seen whether their influence is as strong as it was pre-COVID. 10. Digital audio is a format that has made significant strides during the U.K.'s three Iockdowns — despite reduced commuting time accounting for most of this ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-46 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ segment's audience. Podcast listeners are tuning in, and for longer listening times. According to eMarketer, U.K. podcast audiences are expected to grow to 14.6 million in 2021 and 15.5 million in 2022. In Germany, the number of podcasts doubled during 2020. Leisure travel is fertile ground for podcasts, with engaged, loyal listeners happy to pay for content from specialist producers who are adept at inspirational storytelling. With daily life returning to normal and commute time increasing again, the age of the travel podcaster— particularly in the U.K. — has arrived. 11.Specialist audiences remain loyal. Travel trade media brands such as TTG and Selling Travel maintained and enhanced their reputations during the pandemic by providing trusted, valuable advice and guidance to their travel agent and tour operator readers. The LGBTQ community continues to rely on media platforms catering specifically to diverse travel requirements in that community. With most of 2020 and at least the first half of 2021 lost to long-haul international travel, significant pent-up demand from major outbound European markets is expected for late 2021 and especially for 2022. However, North American destinations are likely to face fierce global competition to attract these travel-hungry consumers. Therefore, PR messaging is to focus on core elements of a Florida Keys vacation to motivate visitors to choose the island chain over other destinations worldwide. Vacation elements that resonate strongly in the European markets include the unforgettable road trip on the Florida Keys Overseas Highway, being surrounded by pristine waters that are ideal for a range of sustainable activities and adventures, and Key West as the southernmost city in the continental United States — an island city closer to Cuba than it is to Miami. These "vacation hardware" elements will be supplemented in PR messaging by the laid-back Florida Keys lifestyle, which offers the simplicity and open-air relaxation likely to be highly prized by post-COVID-19 travelers in a destination that is authentic, inclusive, genuine and honest— not purposely built for mass tourism. Long-term Florida Keys & Key West themes of sustainable, responsible travel under the "Connect & Protect" banner and LGBTQ-friendly inclusivity under the destination's official "One Human Family" motto will continue to be strong messages for 2021-22, while greater focus is to be placed on the upscale luxury sector that, with the LGBTQ market segment, is anticipated to be among the leaders in the return to trans-Atlantic travel. PR outreach will continue to reflect the growing trend of targeted story pitches, which have been achieving greater cut-through than the traditional press release format for some time. Creating impactful feature coverage by providing journalists with firsthand destination experience is to remain at the center of the European PR program, achieved primarily through individual visits. In June 2022, IPW is to provide a not-to-be-missed opportunity to secure high-caliber journalists on both U.K. and German-market pre- and post-IPW group press fams. KBC and its associates will work closely with editors to maximize results given the likelihood of restricted freelance travel budgets in the immediate future. To maximize TDC budgets, U.K. and German-speaking journalists based in the United States will be targeted whenever appropriate. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-47 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ U.K., Ireland and Secondary Markets Implementation Objectives 1. Position the Keys as a relaxed, welcoming destination where visitors can create a unique, personal vacation experience built on authenticity and a laid-back island lifestyle. 2. Highlight the island chain's tourism touchstones that have particular appeal for European travelers: a road trip on the Florida Keys Overseas Highway, the pristine water-based environment of the Keys and the island city of Key West. 3. Reassure potential travelers that Keys lodging, dining, attractions, transportation and activity providers continue to adhere to the highest standards of sanitation and hygiene after the COVID-19 crisis. 4. Showcase the sustainable tourism ethos and efforts in the destination through appropriate and unique Florida Keys & Key West experiences. 5. Continue to champion diversity in the Florida Keys & Key West, emphasizing the destination's welcoming attitude to all visitors and boosting desire to travel among the LGBTQ market. 6. Build the destination's profile in the luxury sector, enabling the Florida Keys & Key West to capitalize on this high-value, travel-ready demographic. 7. Support U.K. and Ireland sales activity for the destination by maintaining a trade media profile, including establishment of a partnership with a leading travel trade title. Activities Press Releases KBC will distribute a minimum of one press release per month to the U.K. and Irish markets, typically based on Keys events, destination news or a themed story. The continuing trend toward multimedia content means that topics with strong imagery and/or video footage are given priority. Releases will be supplemented by a greater emphasis on tailored story pitches to individual outlets, a strategy now widely recognized as the most productive form of destination outreach, to inspire consumer desire for travel to the Florida Keys & Key West. Press releases produced in the U.K. are to be shared with all European markets and translated or localized for distribution where appropriate. All releases are uploaded onto la- eys.co. , posted on KBC's website and shared via social media. All U.K. press releases are also shared with the Visit USA Association (both U.K. and Irish chapters), Visit Florida and Brand USA for their own outreach, further increasing potential distribution. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-48 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Media Visits KBC plans to secure and manage a minimum of 14 media visits to the Keys from the U.K., Irish and secondary European markets, primarily through individual media visits, but with one tactical group fam also in the program. National broadcast and fast-growing specialist travel digital outlets will be prioritized, especially where Keys video content can be seeded, generated or showcased. Traditional high-circulation print media outlets will also be targeted, along with travel trade outlets and media covering the luxury and LGBTQ sectors. Potential participating journalists will be courted through regular dialog including webinars and video conferencing, which assist in managing expenses associated with media outreach and are likely to remain an important part of U.K. media relations in a post-COVID world. Visits will focus on distinctive, coveted elements of the Florida Keys & Key West vacation experience: the adventures to be found in five different districts along the Overseas Highway as part of the "Overseas Experience Trails," the relaxation and rejuvenation of being surrounded by water and cultural and atmospheric experiences in Key West. Consideration also is to be given to working with new "gateway" destinations on twin- center projects, tapping into the increased domestic airlift to Key West which can be connected with trans-Atlantic travel. With IPW set to take place in Orlando June 4-8, 2022, many of the U.K.'s best travel writers specializing in the United States will be aiming to visit Florida at that time. This represents an excellent opportunity to secure high-caliber journalists to visit the Florida Keys & Key West on pre- and post-IPW press fams. KBC will host a pre-IPW group of up to five U.K. delegate writers on a trip themed "Only in the Keys," serving as a deliberate contrast to the manmade Central Florida attractions they will experience as part of IPW. One-of-a-kind experiences are to include coral restoration activities with one of the specialist organizations operating in the destination, kayaking in the Lower Keys and an eco-friendly excursion with Honest Eco in Key West. Particular attention will be paid to ensuring guest journalists get the opportunity to connect with Keys residents undertaking notable sustainable activities. Special Project: Supporting Trade Sales Activity with Selling Travel Reflecting the importance of the role of frontline sales staff and travel advisors in reassuring consumers about the safety, practicality and core appeal of visiting specific destinations, KBC will support trade activity by the TDC's U.K. contracted sales team via a paid Florida Keys & Key West campaign with leading travel trade publication Selling Travel. Three one-page sponsored articles will be produced in Selling Travel magazine, running over three consecutive monthly issues, starting with the November/December 2021 issue. The timing of the Keys articles will immediately precede and cover the traditional peak travel booking period for the U.K. trade. Article themes and content will focus on how travel agents can successfully sell the destination to clients, and reflect core strategic themes and key consumer motivators for travel to the Florida Keys: ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-49 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Article 1: "Only in the Keys" showcasing indigenous and unique Keys vacation experiences. Article 2: Key West — the laid-back American island city closer to Cuba than Miami and a million miles from both in attitude. Article 3: The Natural Keys — how visitors can join with local residents and businesses in "Connect & Protect" initiatives and activities to ensure memorable vacations that enhance and nourish the island chain. Each article will steer travel advisors toward the destination's trade training program, encouraging participants to become Florida Keys & Key West specialists. All articles will be reproduced on the trade website sellingtravel.co.uk. Initially published individually and promoted as such via Selling Travel's popular reader e-newsletters, the online articles are to be curated as a dedicated educational library for travel agents and tour operator sales staff. The articles will also be promoted in Visit USA Association trade newsletters, for which Selling Travel has the publishing and distribution contract. Published every two months, Selling Travel is the U.K.'s leading travel trade training magazine, with nearly 13,000 copies reaching an audience of more than 55,000 travel professionals including retail travel agents, homeworkers, online agents, tour operator reservations staff and contracting teams. E-newsletters are produced twice a week and distributed to more than 19,000 active e-mail addresses, with an average open rate above 15%. With media coverage and consumer sentiment reflecting a growing desire for experienced, knowledgeable travel advice, maintaining and enhancing the destination's travel trade profile has never been more important. Supporting the work of the in-market sales team will help the Florida Keys & Key West to maximize potential with the travel agent community and, in turn, with the increasing proportion of travelers returning to the trade as a top booking channel of choice. Special Project: LGBTQ and Luxury Partnership with OutThere With the LGBTQ and luxury sectors leading the way in traveling long-haul in significant numbers after COVID-19, KBC plans to build the profile, resonance and desirability of the Florida Keys & Key West by partnering with a cutting-edge media platform that reaches both sectors simultaneously. OutThere is a quarterly experiential magazine and brand with an extremely loyal following among the upscale segment of the LGBTQ community. Over the past 10 years, it has grown to become a benchmark for discerning luxury travelers and a go-to source of inspiration for their life journeys. A partnership with OutThere will give the Keys great cachet with this high-value, high-yield audience, helping the destination to maximize its immediate potential for fast, lucrative rebuilding of experiential U.K. visitation. OutThere is a multiple award—winning publication with 61,000 printed copies of each issue of the magazine, which is published quarterly and reaches approximately 176,000 ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU E K-50 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ readers per issue. Seventy percent of readers are based in the U.K. and Ireland, while 63 percent are paid subscribers. The publication's website, OutThere.travel, attracts 264,000 unique monthly visitors, with 50% from the U.K., while its e-newsletters reach more than 36,000 verified recipients. Seventy-five percent of readers are in the 30-59 age range with a median age of 39. Their average annual household income is very high at $265,000. In the platform's annual travel trends survey, 79% of OutThere readers said their travel budgets for 2021 and beyond had either increased or remained the same as in previous years. Since March 2020, OutThere.travel has seen a 128% increase in traffic to its travel inspiration section. Focusing on the best, most luxurious experiences the Keys have to offer, an OutThere writer-photographer will spend a week on location in the Keys to produce a "Florida Keys Destination Special" feature with a minimum of six pages for the spring 2022 issue. Appearing in print and digitally via the publication's smartphone and tablet app, with an on-cover reference to the Florida Keys, the feature will consist of a minimum of five individual stories drawn from luxury lodging reviews, LGBTQ "personality" interviews and destination-focused upscale experiences and themes. While in the island chain, OutThere's writer-photographer will gather additional Keys material and stories for further use, with at least one supplementary editorial feature to be published. Format and timing will be at OutThere's discretion, based on the storylines and content gathered. All Florida Keys stories will be uploaded to OutThere.travel, filed under its existing Florida destination page, with each story promoted to OutThere's 125,000 high-value social followers via Instagram Stories, Facebook, Twitter and Linkedln on an agreed schedule. On Instagram, an exclusive Keys nine-grid layout will be developed showcasing images from the stories collected with a link to stories, to go live two months after print publication of the "Florida Keys Destination Special" feature to drive renewed interest for summer and fall 2022. Additional multimedia content, including Keys and featured partner videos, imagery and galleries, can be added to the digital stories. Special Project: Showcasing Keys Stewardship with Wanderlust A Travel Weekly article published in December 2020 saw a number of experts anticipating likely trends as the travel industry emerged from the shadows of the pandemic. Two key trends identified were "outdoor adventures" and "wildlife and sustainability" — both of which play a significant part in the appeal of the Florida Keys & Key West for U.K. travelers. To support the destination in capitalizing on these trends, KBC will work with leading travel publisher Wanderlust, whose loyal readers embrace both. Wanderlust is the U.K.'s oldest and leading British travel magazine. An award-winning publication published six times a year, it has an average readership of 100,000 per issue. Online, Wanderlust.co.uk receives 1.2 million page views each month. Its e-newsletters are distributed three times a week to 103,000 subscribers, and the brand has more than 160,000 followers on Facebook, Twitter and Instagram. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-51 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Nature lovers at heart, Wanderlust readers love wild places, walking and wildlife. They appreciate the natural beauty of a destination and want to preserve it. Conscious travel is high on their agenda and they want to travel in a natural, green and sustainable way. Crucially, they are resilient, among the first to start traveling after a crisis and eager to explore emerging destinations and experience favorite locations with "new eyes." Wanderlust will create a visually powerful and highly engaging campaign for the Florida Keys & Key West with long-form content appearing in print and online, promoted via Wanderlust's social media platforms and e-newsletters. The multiplatform campaign will include the following: 1. One double-page spread print advertorial in Wanderlust magazine (January 2022), also replicated online at Wanderlust.co.A and linking to an additional piece of digital content. 2. One 2,000-word "Guide to the Florida Keys" style article on Wanderlust.co.uk, which will also include a two-minute video created by Wanderlust from existing Keys video assets and seeded out on the brand's YouTube channel, with an anticipated 25,000 video plays over the first three months. 3. Promotion via Wanderlust's organic and paid social output over a period of three months, plus inclusion in editorial e-newsletters to readers. 4. Inclusion of MPUs/banner advertisements within digital content linking to a U.K. tour operator of the destination's choice to give readers a clear path to purchase. Through the campaign, Wanderlust's readers will develop an in-depth understanding of the Florida Keys & Key West, and particularly the "Connect & Protect" program that has prompted Keys locals and businesses to take an active role in environmental stewardship of the island chain. The print double-page article will focus on this element of the destination, showcasing sustainable initiatives such as reef restoration and the Blue Star program, stories about several "Stewards of the Keys" and low-impact, personally enriching activities thoughtful travelers can take part in while on vacation. The online "Guide to the Florida Keys" article will also include these themes, but will primarily serve as a curated introduction to the destination, with tips on activities, food, nature and wildlife, heritage and culture, where to eat and where to stay especially targeted for the Wanderlust audience. Having the campaign go "live" in January 2022 will provide compelling destination inspiration during the traditional peak booking period for travel. It is also probable that the Florida Keys & Key West campaign will gain incremental impact from interest already generated by a projected Visit Florida nature-themed activity with Wanderlust, scheduled for September 2021. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-52 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Germany, Austria and Switzerland Implementation Objectives In the post-pandemic German-speaking markets, the overriding messaging for the Florida Keys & Key West will be "open spaces," emphasizing that the destination offers plenty of room on land and water for travelers. Eco-tourism, sustainability and nature, encounters with Keys "Stewards" and wildlife, organic and local food as well as traditional accommodations, quirky bars, laid-back lifestyle experiences and Keys events as opportunities to "Reconnect," will be general topics addressed in all aspects of GIA's PR activities. The aim is to encourage vacations that highlight individual experiences, once- in-a-lifetime adventures and living in harmony with nature, encouraging consumers in Germany, Austria and Switzerland to rediscover travel and the Florida Keys after COVID- 19. Broad objectives will be to: 1. Grow multiplatform coverage through traditional print titles that now offer digital content on both mobile and desktop platforms. 2. Grow and increase engagement with the destination's German-speaking social media following through regular interaction promoting exclusive Keys experiences. 3. Increase the Keys' profile with special-interest audiences via dedicated media outlets including culinary, diving and ecotourism. Particular target audiences will be the luxury and LGBTQ sectors. 4. Support the efforts of the Keys sales team by raising the destination's profile via targeted travel trade media outlets, with specific focus on the online travel trade training programs offered by the Florida Keys & Key West. Introduction Historically, the Florida Keys & Key West have been among the most popular destinations in Florida for German-speaking travelers. Germans, Swiss and Austrians appreciate the authenticity of the Keys, with its "island life" Caribbean feel combined with American service delivery. COVID-19 has not changed this. On the contrary, the wanderlust of Germans, Swiss and Austrians continues unabated and, after travel in 2020 and early 2021 was effectively restricted to nearby destinations, the yearning for dream vacation spots like the Florida Keys has increased. GIA expects growing demand for travel from summer and fall 2021 and beyond, when European carriers re-establish flight services to Florida and specifically to Miami. PR activities, in particular press trips, should be possible again beginning in fall 2021. GIA expects the first wave of German travelers to cross the Atlantic and return to the Florida Keys during fall 2021. German visitors are anticipated to be repeat visitors who have been longing to reconnect with nature, to re-experience the Overseas Highway with wind in their faces and to re-indulge themselves with cocktails, live music and catch-of- THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-53 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ the-day open-air dining. These repeat visitors are likely to be primarily couples, gay and straight, either traveling together or with other couples. The initial flow of German travelers should continue through spring 2022 and increase substantially in summer 2022. By then, this travel to the Keys is likely to be augmented by family groups. These are higher income travelers who remain the primary target audience for traditional newspapers, magazine and broadcast media. Activities Press Releases GIA will distribute at least one release per month to a broad selection of media outlets and journalists, either adapting pieces produced by KBC for the German-speaking markets or creating dedicated press releases and pitches. Releases will focus on the attributes of the Florida Keys & Key West that are deemed likely to increase presence in A-list, special interest and niche media — print as well as digital. Topics will blend in strategic messaging and focus on "Only in the Keys," "Connect & Protect," "Stewards of the Keys," eco-adventure and "vastness" experiences. Individual Media Visits and German Group Press Trip GIA plans to secure a minimum of a dozen media visits to the destination from Germany, Austria and Switzerland. During the post-pandemic period, GIA will focus on traditional media channels such as print and online media, television and radio to target potential Florida Keys travelers. National newspapers remain extremely important for a higher income demographic, which includes repeat travelers who are likely to return first. Travel editors of national newspapers and major media groups such as dpa, Burda and Funke will be specifically targeted. In addition, national broadcast and fast-growing specialist travel digital outlets will be prioritized, especially where Keys video content can be seeded or generated. GIA is to readdress cancelled individual media trips previously scheduled for 2020 and early 2021, aware that story commissions will need to be reconfirmed and distribution and publication secured. With IPW scheduled in Orlando June 4-8, 2022, GIA will plan and execute a Florida Keys & Key West group media fam tour for up to five German-speaking media attending the convention, likely as a post-show trip. As with the U.K. counterpart trip, itinerary content is to focus on nature-based experiences and low-impact activities — the perfect counterbalance to Central Florida's manmade tourism appeal. The overall goal of individual press trips and the planned IPW group press trip will be to produce outstanding and measurable print and online articles about the Keys in the German-speaking markets, with core themes including ecotourism and sustainable travel, luxury, LGBTQ, culinary and family activities. While German journalists were unable to travel in 2020 and much of 2021, they, like consumer vacationers, long for a rediscovery of travel. "Reconnecting with the destination" will therefore also be an essential element ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-54 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ of story pitching, in which the Keys' events, vibrant lifestyle, diversity, laid-back vibe and the rediscovery of nature will play a major role. Social Media: Facebook Page and Group Management GIA will continue to produce three to five organic posts per week for the German-language Florida Keys & Key West Facebook page, with each of the destination's five districts regularly featured. The Facebook page currently has 16,500 followers and it will be a priority to grow that number during the fiscal year. Maintaining and growing Facebook follower numbers organically has become extremely challenging, with the platform's algorithms dramatically impacting reach. It is estimated that for every 100 followers a brand has, on average just six of them will be reached by each Facebook post. To ensure that the planned high concentration of social media output reaches the German-speaking audience, GIA will include two paid or"boosted" posts per month. Each month one paid post will feature a strong visual of the destination, while a second will aim to promote the Keys' Facebook page itself. GIA will introduce an element of "active encouragement" aimed at prompting followers to share paid Keys posts to their own social networks, thereby increasing reach. GIA will also undertake a performance audit of organic Florida Keys & Key West German Facebook posts to determine the types of content that reach the largest number of followers and generate the greatest engagement, which in turn will shape future output. This will include analysis of the optimum time for organic posting. Organic post tactics will include a greater use of friendly, engaging questions designed to elicit a response from Keys followers as well as more emphasis on local personality-led content. One aspect of this will involve integrating existing YouTube videos from the "Stewards of the Keys" series into a themed program titled "Stewardship Thursday." This brings a human face to the "Connect & Protect" concept, which will help further the conversation on the uniqueness of the destination and also steer followers to additional Florida Keys TV YouTube content — an underutilized resource in the German-speaking markets. These adjustments to organic and boosted content will be complemented by targeted advertising, which is now widely accepted as a sure-fire way of growing Facebook followers. A budget will be determined for a themed destination ad each quarter, with parameters set to focus solely on increasing the Keys' German Facebook community of fans. Ad content will reflect "Only In The Keys" experiences, creating a compelling and unique reason for potential new followers to "like" the official destination page. Special Project: Media Reception with Visit USA Germany The Visit USA Committee Germany will organize a media reception in fall 2021, at which GIA will participate on behalf of the Florida Keys & Key West. Date and time are to be determined. This event traditionally involves approximately 20 to 25 Visit USA Germany ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-55 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ members (destination, airline and hotel representatives) and attracts up to 80 media representatives, depending on location (Munich, Hamburg and Berlin are Germany's major media cities). The event, currently scheduled to be in-person, will enable GIA to discuss ideas for the destination with many of the country's top travel writers, editors, influencers and broadcasters. Special Project: Thanksgiving Dinner in Munich or Cologne GIA will hold its annual Thanksgiving Media Dinner in November 2021, likely in Munich or Cologne, to present the Florida Keys & Key West to a group of personally invited media. Up to 15 travel journalists will be targeted as attendees to receive firsthand information on the island chain, network and discuss partnership possibilities. GIA will focus on core messaging, including key motivators to visit the destination such as the Florida Keys Overseas Highway drive and laid-back and legendary Key West, with particular focus on the outdoors, nature, sustainability and luxury topics as talking points. Special Project: IMM in Berlin, March 2022 Germany's International Media Marketplace is planned for March 8, 2022, as a prelude to ITB. Operated and organized by Travmedia, this is a proven platform for reconnecting with journalists with whom GIA has been in contact to discuss in-person story ideas and future media placements. New journalists are screened and vetted for the event, which is a centerpiece of the German travel media calendar. As an exhibitor, the Florida Keys & Key West will have its own branded table to meet with top travel journalists, editors and broadcasters to showcase the Keys' product offerings and latest news. With a single-day "speed-dating" format, IMM represents an excellent opportunity to generate multiple media leads at a relatively low cost. Special Project: LGBTQ Media Brunch at ITB 2022 The annual LGBTQ Media Brunch at ITB Berlin in March 2022 is designed for all journalists and media who are interested in LGBTQ tourism. Journalists, bloggers and social influencers will meet in a relaxed business atmosphere to learn about the latest destination news and developments in the LGBTQ sector. GIA will represent the Florida Keys & Key West, emphasizing Key West's enduring appeal as a must-visit spot for the international gay traveler and showcasing the inclusive principles behind the "One Human Family" philosophy. Special Project: Supporting Sales Efforts Through a Trade Media Partnership To support the work of the German Florida Keys & Key West sales team by raising the destination's profile among targeted trade media outlets, GIA will initiate a paid partnership offering multiplatform coverage with one of the leading German trade publications. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-56 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Running in the first quarter of 2022 as bookings for trans-Atlantic summer travel are being made, the partnership is to involve print and online sponsored editorial features on the destination promoted through e-newsletters to travel agents and tour operators, encouraging them to participate in the Keys' online travel training programs and regular GIA sales webinars about the island chain. Positioning the Florida Keys & Key West at the forefront of travel advisors' minds, the articles will showcase the not-to-be-missed elements that attract clients to the destination, the Keys' "Connect & Protect" initiatives and intriguing only-in-the-Keys experiences. Up-to-date information on trade-ready products, accommodations and experiences also is to be included, educating and inspiring trade partners while providing advisors with tools to secure sales. Germany's three premier trade publications — FVW, Touristik Aktuell and ReiseVor9 are all possible media partners. GIA is to initiate discussions with each title beginning in October to determine which one can best support the Keys in its travel trade messaging for 2022. Special Project: Synchronization and Placement of "Protecting Paradise" In the post-COVID environment, German broadcasters and online media outlets are likely to be seeking high-quality content that focuses on natural surroundings and responsible, eco-friendly messaging. GIA plans to explore opportunities to place the Crawford Entertainment production "Florida Keys: Protecting Paradise" on German TV or online media platforms. If successful, such placements are likely to incur"partnership costs" and require German language synchronization. Measurability Through financial analysis and data measuring tools from contracted resources, NewmanPR quantifies tangible editorial coverage results and communicates the value of intangible efforts, such as increased credibility resulting from favorable editorial coverage or from a targeted niche media outlet. NewmanPR contracts with print, broadcast and social media analytical services that monitor public relations efforts. The agency frequently presents results at TDC meetings to provide a return on investment understanding of the PR program. In addition, the agency frequently provides the TDC with analysis of various media projects that include the dollar value of coverage received. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU ARE` K-57 N JF. COUNTY TOURIST F-CIF.1 PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Public Relations Expense Budget for Fiscal Year 2021-22 Domestic PR Expenses U.S. Press/Blogger trips expenses (individuals and groups).................................... $90,000 Domestic media conferences/potential sales support at shows ..........................$30,000 Domestic-sponsored bloggers/influencer fees ....................................................$40,000 Only in the Keys (Crawford Entertainment television) .......................................$110,000 WP BT Art Loft .................................................................................................. $18,000 Other broadcast television show production support ..........................................$50,000 Keys 200 Anniversary Seed Funds (Possible PBS project) ................................$25,000 Online/social media video productions (LGBTQ-focus) ......................................$40,000 FacebookLive .................................................................................................... $10,000 "Own a City" Nashville initiative........................................................................... $25,000 National Parks Video........................................................................................... $25,000 Keys Arts' Connections Project ............................................................................$3,000 Fishing Promotion Contest..................................................................................$10,000 Special events support ..................................................................................... $25,000 Domestic distribution (online press room monthly fee, newswires, etc.) ............$10,000 Additional generic video/still photo acquisition ...................................................$25,000 Spot news coverage ........................................................................................... $35,000 Keys Traveler Magazines (production and printing) ...........................................$25,000 LGBT market PR stringer.................................................................................. $30,000 Stringers' Expenses ..............................................................................................$5,000 AmEurop Visitor Assistance Program (comes from PR budget) ........................$20,000 Website/Social Media Editor ............................................................................. $57,750 Social media contests/boosting expenses........................................................... $35,000 Resources ........................................................................................................ $125,000 Subtotal for Domestic.....................................................................................$873,750 Canada PR Expenses Canada annual sub-agency fee (service contract) .............................................$54,000 CanadianNews Wire.............................................................................................$3,500 Individual press trip support (virtual and physical)...............................................$15,000 CHCH-TV On-Air Segments................................................................................$25,000 ZoomerRadio ..................................................................................................... $15,000 Influencer Ambassador Program.........................................................................$12,000 Travel Blogger Collective ......................................................................................$5,000 Toronto and Montreal Media Missions ..................................................................$5,000 Visit Florida media event.......................................................................................$3,500 GroupMedia Fams..............................................................................................$20,000 TMACconference .................................................................................................$3,500 Discover America Day Event.................................................................................$1,500 Resources........................................................................................................... $50,000 Subtotal for Canada........................................................................................$213,000 ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY ' EST I COME AS YOU E K-58 N JF. COUNTY TOURIST F-CIF.I PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ UK/European PR Expenses 2021-22 UK/European annual sub-agency fee (service contract) ...........................................$210,000 Selling Travel Media Partnership .................................................................................$5,000 Wanderlust Stewardship Media Partnership............................................. ...... $15,000 OutThere Luxury LGBTQ Partnership..........................................................................$15,000 German Social Media boosting.......................................................................................$3,000 GIA Thanksgiving Media Dinner.....................................................................................$2,000 Visit USA Germany Media Reception...........................................................................$1,000 ITB LGBTQ Brunch........................................................................................................$2,000 IMMBerlin.............................................................................................................$3,000 German Trade Media Partnership.....................................................................$5,000 UK/Europe press visit expenses......................................................................................... $75,000 Resources....................................................................................................................$60,000 Subtotal for UK/Euro................................................................................................$396,000 Chinawebsite .....................................................................................................$2,750 News/social media monitoring reporting services (evaluation process) ....$14,500 Total PR Expense Budget for FY 2020-21 ...............................................................$1,500,000.00 ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE` K-59 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN October 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC 2022 Keys Fishing All/F Tournament Schedule "Only in the Keys" Social ALL/F Fishing Contest 11 Keys Traveler" Magazine: ALL "Reunite & Rediscover" 11 Keys Traveler" Magazine: ALL MICE Edition Production 11 Reunite & Rediscover" ALL Video Production Crawford Documentary ALL Production Begins Directory Debut SATW Nat'l Convention ALL INTERNATIONAL UK/Europe Releases German Visit USA Media ALL Reception IFTM Top Resa (Paris) ALL Canada CHCH-TV ALL Integrated Promotion Canada Influencer ALL Ambassador Program 1 Canadian E-Release Southernmost Marathon 1 Zombie Bike Ride 1 Headdress Ball 1 KW Paddle Classic 0 1 Stone Crab Eating Contest 0 111 Bonefish & Permit Ladies, Let's Go Fishing! 0 IV/F and Tournament The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-60 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN November 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC (release in December) 2022 Events Highlights ALL Holiday Events Roundup ALL 11 Keys Enhanced" Indiv. ALL Media Visits Begin 11 Reunite & Rediscover" ALL Social Campaign Tortugas Video Project 1 Begins 11 Connect w/Keys Life" ALL Web Section Debuts INTERNATIONAL UK/Europe Releases Canadian E-Release World Travel Market ALL Selling Travel Partnership ALL Begins U.K. OutThere Fam Visit ALL and Partnership German Munich/Cologne ALL Media Thanksgiving Canada Influencer ALL Ambassador 2 Canada Zoomer Radio ALL Outreach Campaign EVENTS Key Largo Bridge Run V So. Fla. Symphony 2020- I/C 21 Season Release KW Powerboat Races 1 Taste of the Islands III SMART Ride 1 Key West Film Festival I/C Big Pine/Lower Keys II/C Island Art Festival Backcountry Tournament Sugarloaf Showdown 1 I/F The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. MONROEC-OUNTT TOURIST DEVELOPMENT (--OUN(--|LIOI|-IOII MARKETING PLAN December 2021 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Meetings ALL Annual Issue "Reunite & Rediscover" ALL Blogger Group Press Trip Tortugas Video Project 1 Continues Keys Cultural Heritage ALL/C Chronicle Project Begins INTERNATIONAL UK/Europe Releases Canadian E-Release Canada Blogger Virtual ALL Social Scavenger Hunt/Trip Giveaway Canada Influencer ALL Ambassador Program 3 Key West Triathlon 1 New Year's Eve ALL Celebrations New Year's Eve Shoe 1 Drop KW Home/Garden Tours 0 I/C Fla. Keys Holiday Fest 0 0 IV Holiday Boat Parades 0 0 ALL and Inn Tours KW Fishing Tournament 0 I/F Begins The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-62 MONROE (_-OUNTT TOURIST DEVELOPMENT (_-OUN(_-|LIOI|-IOII MARKETING PLAN January 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission Present Wrap Video, Coverage/ Umbrella FAM or Release Social Results Support TDC Regular Meetings DAC Regular Meetings DOMESTIC Cultural Web Section ALL/C Redesign Florida Huddle ALL NYT Travel Show ALL IMM Media Marketplace ALL Pittsburgh AAA Show ALL INTERNATIONAL —UK/Europe Releases Canadian E-Release UK Visit USA Meet the ALL Media Networking UK Wanderlust Partnership ALL Goes Live Canada Influencer ALL Ambassador Program 4 Toronto/Montreal Media ALL Mission EVENTS OIRF Home Tours I/C Orange Bowl Classic V Pops in the Park Concerts IV/C Uncorked Food &Wine IV/V Fla. Keys Celtic Fest III/C Island Boat Show III Truman Symposium I/C Key West Half Marathon 1 Big Pine Nautical Expo 11 Key West Literary Sem. I/C Kelly McGillis Classic 1 Key West Craft Show I/C Master Chefs Classic 0 I/C KW Food &Wine Festival 0 1 Tournament The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-63 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN February 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC —Cultural E-News Issue ALL/C Miami Boat Show (Media) ALL 'Only in the Keys" Mini- ALL Video Series Production Eco-Experience Bucket ALL List Creation INTERNATIONAL —UK/Europe Releases Canadian E-Release German Trade Media ALL Partnership Begins Canada Visit Florida ALL Partner Media Event Toronto Blogger Key Lime ALL Pie-Eating Contest Toronto Outdoor Show ALL Saltwater Sportsman Nat'l IV/F Seminar Series Upper Keys Garden Walk V Sombrero Beach Run III Presidential Family Forum I/C Old Island Days Art Fest I/C Tennessee Williams I/C Birthday Events Begin KW Garden Club Tours I/C Winter Star Party 11 Connections Project" loth ALL/ Anniversary Mural Tour The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN March 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Spring 2022 ALL Old Seven/"Only in the ALL Keys" Social Contest 11 Own a City" Nashville ALL Broadcast and Support KW200 Event Support 1 LGBTQ Social Page I/ALL Development INTERNATIONAL —UK/Europe Releases Canadian E-Release ITB (Germany) and ALL LGBTQ Media brunch UK OutThere: Destination 0 ALL Special Published IMM Berlin 0 ALL Canada Group Media Trip ALL Conch Shell Blowing 0 I/C Contest Mote Ocean Fest 0 I' ll Tennessee Williams 0 I/C Birthday Continues Marathon Seafood Fest III March Merkin Tournament I/F The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-65 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN April 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission Present Wrap Video, Coverage/ Umbrella FAM or Release Social Results Support TDC Regular Meetings DAC Regular Meetings DOMESTIC LGBTQ Individual Media ALL Visits Begin Web Updating "Keys Traveler" Magazine: ALL/D Dive Edition Refresh 11 Only in the Keys" ALL Releases/Blogs Creation LGBTQ Social Page I/ALL Debut, "Pride" Campaign INTERNATIONAL UK/Europe Releases Canadian E-Release _UW Easter Egg Hunt V Earth Day Events Release ALL Afro Roots Festival Series 1, IV/C Begins —Taste of Key West 1 Papio Kinetic Sculpture I/C Parade Seven Mile Bridge Run III Florida Keys Island Fest IV Conch Republic 1 Independence Celebration Herman Lucerne Memorial IV/F Tarpon Cup The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN May 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC "Connect & Protect" E- ALL News Special Issue Old Seven Mile Bridge III Reopening Project Old Seven/"Only in the III/ALL Keys" Media Trip —Update Hurricane Plan ALL Hurricane Preparedness ALL Industry Workshop INTERNATIONAL —UK/Europe Releases Canadian E-Release KW Songwriters Festival 0 1 Key West Paddle Classic 0 1 Minimal Regatta 0 1 Marathon Offshore Bull 0 III/F and Cow Tournament Nick Sheahan Dolphin 0 V/F Rodeo The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN June 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Summer 2022 ALL IPW Show ALL Media Visits with ALL Emergency Management INTERNATIONAL UK/Europe Releases Canadian E-Release UK Pre-IPW Group FAM ALL German Post-IPW Group ALL FAM Canadian TMAC Media ALL EVENTS Key West Pride 1 CFK Swim Around KW 1 Dolphin Tournament —VFW Fishing Tournament 0 I/F Skippers Dolphin 0 V/F Tournament Ladies Let's Go Fishing! 0 IV/F Screamin' Reels Tourney The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-RR MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN July 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC LGBTQ What's New Issue I/ALL Creation for Web Page INTERNATIONAL UK/Europe Releases Canadian E-Release —Underwater Music Festival 11 July 4 Events Roundup ALL KW Mermaid Festival 1 Key Lime Festival 1 Mel Fisher Days 1 Hemingway Days Festival 1 Hemingway 5K Run and 1 Paddleboard Race Florida Keys BrewBQ III Key West Marlin I/F Tournament Del Brown Permit 1 I/F Tournament The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-69 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN August 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC What's New Fall 2022 ALL INTERNATIONAL —UK/Europe Releases Canadian E-Release —Coral Reef Spawning ALL/D Key West Lobsterfest I Tropical Heat 1 The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. THE FLORIDA KEYS & KEY WEST | COME AS YOU ARE" K-70 MONROEC-OUNTT TOURIST DEVELOPMENTC-OUNC-|LIOI|-IOII MARKETING PLAN September 2022 General PR Efforts Special Events PR Efforts Media Media PR Rep Advance/ Photos, Spot District/ Research Mission or Present Wrap Video, Coverage/ Umbrella FAM Support Release Social Results TDC Regular Meetings DAC Regular Meetings DOMESTIC NLGJA Annual ALL Convention (date TBA) IGLTA Show Support ALL "Keys Traveler" Magazine ALL tory Selection, Writing INTERNATIONAL —UK/Europe Releases Canadian E-Release Canada's Discover ALL America Day Key West Brewfest 1 Heroes Salute Weekend III REEF Lionfish Derby V/D Conch Scramble IV Swim for Alligator Light IV Long Walk Home Fishing IV/F Tournament Take Stock in Children V/F Backcountry Challenge The calendar isablueprint for anticipated PR activity for the fiscal year. It should also be noted that not every PR activity or press release is included in this calendar. For example, each month the agency produces the Keys Traveler eNews,two LGBTQ blogs and four mainstream blogs, in addition to creating social media channels content on a continuous basis. Special events listed require PR funding from event or district. C=Cultural Umbrella. D=Dive Umbrella. F=Fishing Umbrella. - } - ��g;; - �, ,t,ti , t >y; t � � ttfitt,t>, ��,it t1��)t OsithhVlsAt- ``t 7` s, t £31(;,Att tihtS2,�1t�!r;S�tt)'iJRtyi}fit tl�ih�l(t t,�t}ai{ t4asc 1S, hlr v� s�:�e„v �+ ,i;tts't�� tS,��k}S)sl�� sj'�'�t "s ig t s 7 tbt(Sa}s�lfsV£SStzc}}}7taSil l }i;j�, 1 r =,r 4 The FloriddKeys mY St YOU dreg m r,=t ' otaa� " Maa Key West Big Pine Key&The Lower Keys MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 2021-2022 MARKE:TING PLAN L. FLORIDA KEYS & KEY WEST FILM COMMISSION The purpose of the Florida Keys Film Commission is to build, support and market our destination to the entertainment and commercial film, television, and print industries worldwide while creating a positive economic impact in Monroe County. The Florida Keys offers film, television, and print production companies a unique backdrop to create their stories. Blessed with year-round sunshine and spectacular scenery, the Florida Keys natural setting is unique and cannot be found anywhere else. More often than not, producers consider the Keys not just a location but rather a character in whatever story they are trying to tell. Our mission is twofold. First, we attract and promote film, television, print, commercial, and new media productions to the Florida Keys. Once here, we provide production support and facilitate access to filming locations throughout Monroe County by eliminating bureaucratic "red-tape." We serve as a single point of contact for, and a liaison between, the film industry and city, county, state, military and federal governmental agencies. To accomplish our mission, the duties of the film office include, but are not limited to: • Industry marketing and promotion. • Industry production support. • Sales and trade missions. • Brand development and maintenance. • Liaison services between producers and governmental entities/municipalities • Industry communications, education, and liaison services. • Local workforce development. State of the Industry and COVID-19 As vaccination rates continue to climb across the country, there seems to be a return to some sense of normalcy in the film and entertainment industry. Both California and New York have lifted their moratoriums on filming and other production hubs around the country are getting back into full-time production. Statewide, production has been on an upswing with the state film office reporting a total of 949 projects that have been filmed in Florida as of June 30th, 2021, with a total spend ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' L-1 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 20212022 MARKE:TING PLAN of $1.1 billion. Interest in filming in the Florida Keys remains very high. Still, one major downside to our very robust occupancy rates resulting in expensive room rates is finding housing for cast and crew. I have had a recent television pilot that shot here in Key West have to house their team in Marathon because they could not find any availability in Key West. Larger productions are at a disadvantage here in the Keys for precisely this reason. However, I am currently working with a major streamer looking to possibly film a 10- episode television series based here in the Keys. I am currently helping the producers find potential locations up and down the Keys that would work for the project. Looking forward, I believe international production and travel will be affected well into 2022 because of international vaccination rates and the continual spread of the more virulent delta strain currently affecting England and India. I believe there is an opportunity to go after smaller productions that might be looking to film in an overseas tropical location but are hesitant to travel overseas. Smaller, non-scripted shows have a smaller cast and crew and can usually find the necessary rooms available here in the Florida Keys. This past year we have had several reality shows come to the Keys to film episodes and as production continues to ramp up into 2021, 1 will be pursuing more of these types of shows. Goals for 2021-2022 1. Create a video overview of the Florida Keys targeting location scouts showcasing 10 of the unique locations available only here in the Florida Keys. 2. Create a sustainable production guide for shooting in the Florida Keys. 3. Develop a film workshop helping residents to develop the skills to work on productions that visit the Florida Keys. 4. Create a physical "look book" and directly reach out to location scouts and producers in the non-scripted show space. 5. Host the Film Florida Annual meeting in June of 2022. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- L-2 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 2021-2022 MARKE:TING PLAN Implementation Create a video overview of the Florida Keys I intend to create a stand-alone video that showcases the five distinct districts of the Florida Keys for producers and film scouts who might not know what kind of unique locations are available to them. Using some of our in-house video b-roll, I will show off the beautiful landscapes, attractions, and accommodations across the island chain. Once the video is produced, I will host it on our website, our social media outlets and, in cooperation with the Location Managers Guild of America and Film Florida, release it as a virtual FAM Tour to the members of the LMGA. Create a sustainable production guide for shooting in the Florida Keys. Before the COVID-19 pandemic hit, one of the big themes in Hollywood production circles was sustainable production and how to achieve it. Most of the major studios in Hollywood had committed to try and produce content more sustainably. This goal dovetails perfectly with the TDC's goal of "connect and protect." I intend to produce a sustainable production guide this year that can be given to productions before they arrive in the Keys that will help them work in a very eco- friendly and sustainable way while leaving a smaller "footprint." Part of creating this guide is building up local resources that productions can plug into when they are here working. Some of these features may include local community resource officers, waste management, local electric providers, and partnering with local charities. Ideas for sustainable production include the following: • Helping producers to donate excess food and craft service supplies to local charities instead of letting those excesses go to waste. • Partnering with local community recycling programs to collect recycling on-set and reduce the overall waste profile • Promote the use of electrical tie-ins with Keys Energy instead of using generators at production base camps and on locations, thereby reducing the carbon footprint of the production. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' L-3 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 20212022 MARKE:TING PLAN • Promote the use of refillable multi-use water containers on-set for crew instead of single-use water bottles and other plastic waste. Produce a new session of the Practical Film Workshop When productions come to the Keys, their number one request is for local production assistants. These jobs pay around $250 per day and, depending on the production size, can include hiring anywhere between 1 — 10 local residents. The production assistant is an entry-level job on any film set, but there is some basic knowledge a production assistant is expected to have. This includes on-set etiquette, safety, and a working knowledge of the on-set hierarchy. We are planning on inviting a working film Director to the destination who is currently a member of the Directors Guild of America. In a workshop setting in both the Lower Keys and the Upper Keys, we will help residents get up to speed and qualified for these positions. Create a physical "look book" of Florida Keys locations Location managers and producers in the non-scripted show space are always looking for ways to make their production stand out in a very crowded field. One of the ways they do this is to take their cast "on the road." Usually once a season they go on a trip to shake things up and give the cast an opportunity to create some drama. I intend to create a physical "look book" that I can send out to to these decision makers reminding them that the Florida Keys are open for filming and offer a good alternative to a risky overseas shoot. In the film industry, a look book is frequently used to market locations available to a producer. Using some of our incredible marketing images from Tinsley adverting as well as my own in-house location library I will create a "look book" in brochure form that I can send out to targeted producers and location scouts in the non-scripted show space. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- L-4 MONROFE (_-OUN TY TOURIST DEVELOPMEN T (_-OUN(_-IL 20212022 MARKE:TING PLAN Film Florida Film Florida is a trade organization that was founded twenty years ago to promote Florida as a film destination. Its membership includes film commissions from around the state, labor unions, individuals, and businesses catering to the film, television, and print industry in Florida. We will renew our membership in Film Florida for the 2021-2022 fiscal year. Also, our film office, in conjunction with Film Florida, will organize co-branded marketing missions to significant production hubs in the United States, including Los Angeles and New York, when appropriate. Hosting the 2022 Film Florida Annual Meeting Every year, the Film Florida Annual meeting is hosted in a different location. It is a wonderful opportunity to showcase that region to the working men and women of the Florida film industry. We had planned to host the June 2021 Annual meeting here in the Keys, but because of travel restrictions with many members, the 2021 meeting was held virtually. For 2022, we have been asked to host the annual meeting in Key West. Sometime in mid to late June of 2022, we will play host to the executive board and the general membership for two to three days of meetings while showcasing the Florida Keys to the members of Film Florida. Industry Trade Shows, Film Festivals and Sales Missions Trade shows are venues where the Film Commission office has an opportunity to promote our destination directly to production companies. The chance to speak one-on- one with producers and directors, whether they currently have a project in the works or maybe in the planning stages of a future project, is invaluable. Trade shows allow us to gain access to decision-makers very high up in entertainment companies; executives we would have a hard time reaching in any other way. We have partnered with the State Film Office and Film Florida to promote and bring awareness of Florida and the Florida Keys as a viable film destination at various film festivals and sales missions. Targeted attendees are producers, directors, and executives in the independent film, television, and advertising industries. Attendance at the following industry trade shows, film festivals, and sales missions is proposed for the fiscal year 2021 — 2022: ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- L-5 MONROFE (_-OUN TY TOURIST DEVELOPMEN T (_-OUN(_-IL 20212022 MARKE:TING PLAN National Association of Broadcasters — Las Vegas October 8th — October 9th, 2021- NAB is the annual trade show produced by the National Association of Broadcasters, with an estimated attendance of over 100,000 broadcasters and content creators from 150 countries. It has been billed as the unrivaled event for content professionals in media and entertainment. Slamdance — Miami October 28th — October 30th, 2021- Slamdance Festival is one of the premier film festivals to showcase and support emerging independent filmmakers. Slamdance takes place every year during the Sundance Film Festival in Park City, Utah, but they have expanded to host a film festival in Miami emphasizing the multicultural and diverse communities of Florida, the Caribbean, Central and South America, and beyond. American Film Market / Location Expo — Los Angeles November 2nd — 7th, 2021- Over 7,000 industry professionals from more than 70 countries attend AFM in Los Angeles every year. They include acquisition and development executives, agents, directors, distributors, financiers, film commissioners, producers, writers, and all those who provide services to the motion picture industry. Location Expo is a part of AFM and is designed for Film Commissions, facilities, and government agencies from around the world to network and pitch decision-makers in the film and television industry. FOCUS December 6th — 8th, 2021- We plan on attending the FOCUS tradeshow in London again this year, targeting location managers, producers, and directors in Europe and the UK. They provide excellent seminars, and the clientele attending represent some of the biggest names in the industry, such as the BBC and Lionsgate. The Florida Keys are a massive draw for European production companies, and attending this show allows us to reach out directly to this valuable market. NAPTE Miami January 18th —20th, 2022- NAPTE Miami Conference brings content creators together in both the scripted and unscripted spaces with content buyers, distributors, advertisers, and influencers from around the globe. NAPTE takes place right in our backyard and is a great show to pitch to international producers. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' L-6 MONROFE (_-OUN TY TOURIST DEVELOPMEN T (_-OUN(_-IL 20212022 MARKE:TING PLAN Real Screen Summit — Austin January 25th — 28th, 2021- This trade show focuses on producers in the unscripted space. It is a fabulous opportunity to meet directly with production companies and network executives. Being in such proximity allows us to pitch the Florida Keys directly to key decision-makers. South by Southwest March 1 1th — 20th, 2022- SXSW is a film, music, and interactive media trade show held each year in March and is an excellent opportunity to meet the directors and producers of many films that premiere at this highly competitive festival encompassing interactive, film and music. We also help promote any Florida films, documentaries, or music at the festival. Los Angeles Mission March 28th — April 1st, 2022- The association of Film Commissions International produces an LA-based event offering a series of targeted networking opportunities with physical production executives across film and television, independent producers, location managers, short-form content creators, new media developers, and more. This event, known as AFCI week, is very well attended by the production executives at the major Hollywood studios and independent producers. New York Mission April 15th — 22nd, 2022- We intend to partner with Film Florida to participate in the TriBeCa Film Festival and produce our very successful Apples and Oranges event. This event is held at a venue outside of the festival where invited producers, directors, and production executives mingle with producers who grew up in or were educated in Florida. Produced By June 6th — 10th, 2022- This trade show put on by the Producers Guild in Los Angeles provides an opportunity to approach heads of production, producers, and directors in a business setting and offer seminars and roundtable discussions. Film Florida hosts an event during Produced By. This event celebrates producers from Florida, producers that have attended Florida schools, and includes producers who wish to explore shooting in Florida. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' L-7 MONROFE (--OUN TY TOURIST DEVELOPMEN T (--OUN(--IL 2021-2022 MARKE:TING PLAN Toronto International Film Festival September 1st — 17th, 2022- TIFF is one of the premier film festivals in the world and draws industry participants from across film and television. In conjunction with the festival, TIFF produces a trade conference of international producers, directors, and executives that focuses on documentary and unscripted content creation. As members of Film Florida, we will be hosting a marketing event targeting independent film producers and supporting any Florida entrants in the festival. Ciniposium September 19th — 23rd, 2021- Ciniposium is a global conference put on by AFCI in Los Angeles and is led by screen industry experts which brings Film Commissions and industry leaders together to discuss topics around creativity, policy and economic development. Film Florida Quarterly Meetings These meetings are an opportunity for the various councils to meet along with the Executive Board. Legislative, marketing, trade shows, and advertising missions are discussed, voted upon, and implemented. Location Scouts Once a production company has been supplied with location photos, video, and requested information, the production company may send a location scout or location manager to take photographs of the areas. On these occasions, the Film Commissioner meets with and escorts the location scout to possible shoot sites in Monroe County. At times, this effort requires the hiring of a helicopter and driving out of county to pick up or drop off the scout from Miami International or Fort Lauderdale Airports. Once the location scout provides the production company with their photographs, a second and possible third scout may involve the producer, director, art director, and location manager. Again, the Film Commissioner provides escort and possibly transportation for the scout. Efforts made by the film office and local businesses during these scouts can strongly influence the outcome of a location decision. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' L-8 MONROFE C-OUN TY TOURIST DEVELOPMEN T (--OUN(--IL 2021-2022 MARKE:TING PLAN Location Shoots When a film, television, video, or still shoot client decides to shoot on location in the Florida Keys, the Film Commission office provides continued assistance, dependent upon the production company's need. This assistance may include helping with permitting, facilitating discussions and meetings with government officials, law officers, owners or managers of businesses and lodging properties. This office then assists in locating crew to work on the project, establishing contacts for specific equipment or props, hotel room and restaurant possibilities, and a myriad of unforeseen requests. The Film Commission office also provides information and assistance to the lodging, crew, and property owners in the Keys if they have questions or concerns regarding the shoot. Information is provided as to what to expect and what to ask for from production using their property. The Film Commissioner intends to facilitate a successful experience for the production company, local crew and facilitate a positive economic impact for the community. Public Relations Opportunities The Film Commissioner will continue to work with Newman PR and industry publications, as well as publicists for production companies, to identify PR opportunities in print and broadcast media for the Florida Keys & Key West as allowed by the production. Advertising Opportunities The film office works with Tinsley Advertising to produce hi-quality and creative messaging to promote the Florida Keys as a film destination. These ads will be in film festival programs, trade show publications, and industry magazines. Measurability A breakdown of which production companies have utilized the Florida Keys as a location is submitted with every TDC report. This breakdown includes room nights per production and budgetary numbers when known. We also try to include the total number of locals hired when that information is available. ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- L-9 MONROFE 'COUN TY TOURIST DEVELOPMEN T '1_-OUN'1_-IL 20212022 MARKE:TING PLAN Budget FY 2021 - 2022 Film Industry Trade Shows and Events .......................................................... $40,000 Registration and Show/Event Expenses TravelExpenses................................................................................................$30,000 Air Fare, Lodging, Meals, In-county mileage Duesand Fees...................................................................................................$12,750 Association of Film Commissioners International, Film Florida, Woman in Film Location Promotion ..........................................................................................$18,000 Promotional materials, vehicle rentals (boat/helicopter and auto rental for location scouts) and escorting location shoots Website/Social Media........................................................................................ $15,000 The Florida Keys & Key West website, Reel-Scout database, Maintenance and support OfficeExpense ..................................................................................................$12,000 Communications.................................................................................................$2,250 Postage, office phone, shipping. E & P for Production Executives........................................................................$2,500 Location Content...............................................................................................$20,000 Photographer, Videographer, Location Site Surveys Film Festival Promotions..................................................................................$277500 Total.................................................................................................................. $1807000 ...................................................................................................................................................................................................................................................................................................... THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`- L-1 0 a, I f its r { sj.� = t; ; _ 't+ ✓} � o t� 7T rtL �� IN, fir, V4 �' r 1 ��i��.'` ��,£fi •. t n �� }) �� '� {{#�� l �{(J �tt �t,11y\1{�1f�i}� (1:.{�i�,�� itfl � a\ r R 1 � t ✓+ �,� `{ �ar r I� m �fi. I ta�Frut'ur,r' s� The FloriddKeys St YOU dre' m r,=t ' otaa� t ni'"Jn s"•':';� " Maa Key West Big Pine Key&The Lower Keys MONROFE 'COUN TY TOURIST DEVELOPMEN T '1_-OUN'1_-IL 2021-2022 MARKE:TING PLAN M. Market Research In the simplest terms, marketing research tells us where we are going, how to get there and how to know we have successfully arrived. An effectual marketing research program transforms a multitude of data gathered from wide-ranging sources into clear, insightful analysis that generates actionable marketing strategies. Such a program delivers a competitive advantage to the destination. Marketing Research also instills the voice of our customer into the marketing process. By engaging our potential and actual visitors through research, we gain insight into their behavior and travel motivators. Through careful analysis of potential and actual visitor data, we can identify when it may be appropriate to redirect our marketing strategies to better attract, and satisfy, our target markets. Marketing Research needs to be carried out regularly because of the constantly changing environment in which we operate, due to shifts in consumer tastes, technological advances, changes in economic conditions, and our dynamically changing world. Objectives The objectives of the Market Research program are: 1. To evaluate and measure the attainment of our overall marketing goals and strategic objectives. 2. To conduct ongoing primary data collection studies of actual visitors to the Florida Keys & Key West, as well as potential visitors. 3. To continuously gather and track data to inform the development and execution of the marketing plan, and any ad-hoc shifts in marketing strategy (e.g., tropical cyclones, economic downturn, environmental crisis, etc.). 5. To coordinate with other staff departments, the agencies, and the public and private sectors, in the provision and use of applied, actionable research; to inform the destination marketing decision making processes and measure effectiveness. 6. To identify insightful, timely, cost-efficient sources of information regarding travel and tourism trends, consumer sentiment and economic indicators and interpret the overall trends in the context of our destination. 7. To further the understanding and utilization of emerging technologies in the field of market research and strategic marketing. ........................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' M-1 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 2021-2022 MARKE:TING PLAN GOALS: The 2021-2022 goals of the Market Research program are: 1. Develop an annual economic impact of tourism to the Florida Keys & Key West for the 2019 calendar year with comparisons to the 2018 study completed by Rockport Analytics. Fifty percent of the study will be paid for from the 2021 budget and the final fifty percent will be paid from the 2022 budget. 2. Provide five in-service training sessions for the new chamber visitor survey. One session will be provided for each district Chamber of Commerce. 3. Examine new research opportunities to enhance the scope and methods of data collection. 4. Review, update, and re-launch the Visitor Profile Intercept Study. 5. Attend a consumer show in a destination with new direct flight route and complete an attendee survey to gauge post-covid travel sentiment. 6. Explore key motivators and influencers for international in-bound visitors in selecting the Florida Keys & Key West as a sun and beach destination. Research Methods Every research study begins with the formation of a question; what do we need to know? Once this has been established, the methodology available to answer the question is identified. A research design is then developed. Research designs may be either qualitative or quantitative in nature. Elements of both designs may also be used together in mixed-methods studies. Qualitative research deals in words, images, and tends to be more exploratory and less structured than quantitative research. Qualitative research includes focus groups, in- depth interviews, and observational techniques, such as the mystery shopper. While the results of focus groups reflect only a very small segment of the target market, the findings can offer a far more in-depth understanding of the target's perspectives or opinions than is otherwise obtainable through quantitative surveys. Qualitative research can provide insights into the underlying research problem to better develop quantitative research for conclusive data. Quantitative research focuses on numbers, logic, and the objective; providing quantifiable responses to a specific question obtained from a statistical sampling of a target population. While quantitative data collection techniques can vary depending on the sampling design and the type of information to be collected, the traditional empirical quantitative technique in market research is the survey questionnaire. By administering a survey to a random sample of a population, one can draw inferences about the behavior of an entire population. The medium by which the survey is implemented can include mail, telephone, face-to-face interviews, e-mail, mobile devices, and the web. ........................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' M-2 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 20212022 MARKE:TING PLAN Implementation Research focusing on potential visitors (inquirers) to the Florida Keys & Key West: Telephone and email visitor inquiries will be tracked through the Google Forms. Surveys conducted via these inquiries will be summarized in monthly reports for each district, and the County overall. The reports shall include the origin of the inquirer, advertising source that prompted the inquiry and more. AT&T business reports will provide quantity of all calls made to the 1-800 generic and district numbers. Software and report functions will be maintained and upgraded as needed. We will report on the wealth of data gleaned from the Key West Business Guild's Gay and Lesbian via Google forms as well. Research focusing on actual visitors to the Florida Keys & Key West: Intercept interviews with visitors to the Florida Keys & Key West continue to be the cornerstone of our research efforts with respect to actual visitors. The Visitor Profile Survey will continue to gather demographics, party composition, expenditures, activity, length of stay, reason for visit, trip planning and satisfaction data from visitors to the Keys. 'Special topic' questions will be added on an as-needed basis. Smith Travel Research data will continue to be utilized to gauge lodging industry performance. This includes- a monthly occupancy, average daily rate and RevPAR report for Monroe County, Key West, Key West small lodging, Key Largo, Islamorada, Marathon, and Monroe County excluding Key West; and weekly reports on daily occupancy, average daily rates and RevPAR for Monroe County, Key West and the Middle and Upper Keys combined. These weekly reports not only provide a useful means by which to assess the impact of special events and lodging performance over holiday periods but also provide us with quicker turnaround of lodging data than available under the monthly schedule. As a basis of comparison, we will also utilize Smith Travel data to track monthly performance of the top 10 markets within the state of Florida. Additionally, we will use Key DataTravelclick's Demand 360 reporting which provides forward looking occupancy, average daily rates and RevPar for lodging properties. Monthly reports will overview occupancy, average daily rate, and RevPar for Monroe County as a whole. ........................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' M-3 MONROFE C-OUN TY TOURIST DEVELOPMEN T C-OUNC-IL 20212022 MARKE:TING PLAN Fulfillment of 2020-2021 Research Goals: 1. Recently, Rockport analytics conducted a study which provided analysis that translated the contribution made by visitors to Monroe County GDP, jobs, wages, and tax receipts. This analysis focused on tourism in 2017 and 2018. We will repeat this analysis with additional comparison to 2019. 2. We will implement an ipad/kiosk solution at each Chamber of Commerce for the districts. This solution will assist the Chambers in surveying the visitor and provide data such as visitor demographics and advertising source that prompted the visit. After implementation, an in-service training session will be provided for each Chamber. 3. An ongoing goal of the research department is to increase the scope and methods of data collection. We are currently challenged in that Smith Travel no longer allows data sharing with anyone other than our Board of Directors. In addition, the manner in which data is quantified for Visa Vue is flawed for our purposes. We will research data providers who can provide the most comprehensive travel profile picture of our visitor. Areas of interest include but are not limited to domestic and international visitation origin, visitor spend and stay patterns and demographic profiles. 4. As mentioned earlier, Intercept interviews will continue to be the cornerstone of our research efforts with respect to actual visitors. We will re-evaluate our current study and seek out requests for proposals from industry providers to ensure we are capturing the most strategic marketing insights. 5. The sales team attends several consumer shows throughout the year. This year there will be a consumer show in Pittsburgh, PA which recently had a direct flight to Key West added. A survey will be developed to gauge attendee post-covid travel sentiment as well as gauge new direct route effectiveness. This survey will be deployed through survey monkey which offers a QR code that can be scanned on an ipad or the attendee's personal smart phone. 6. Global long-haul travel has been at a stand-still since roughly March 2020, however the U.S. is now slowly, and safely welcoming back international inbound travel. An international survey will be conducted through our Agencies of Record and/or partnership with Visit U.S.A. to gain greater insight on the U.S. travel sentiment of these international visitors. We will explore what might make them select the Florida Keys & Key West as a travel destination over other sun and beach destinations as well as identify key motivators and influencers in selecting this destination. ........................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST II COME AS YOU ARE`' M-4 MONROFE (--OUN TY TOURIST DEVELOPMEN T (--OUN(--IL 2021-2022 MARK TING 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 for the study. Each project will be evaluated after completion to determine if the stated objectives were met, and to assess the value of the information collected. Additionally, the Market Research department will provide the means for evaluating the goals and objectives of other staff departments and the agencies of record. Market Research Budget Visitor Profile Study $ 125,000.00 Occupancy and ADR reports STIR $ 35,000.00 Travel Click Demand 360 reports $ 40,000.00 nSight and nCompass $ 15,000.00 New Data Collection reports TBD $ 125,000.00 Key Data Vacation Rental Reports $ 35,000.00 Project Resources $ 293,000.00 Economic Impact Study $ 49,000.00 In service training sessions $ 15,000.00 International visitation study $ 25,000.00 Consumer Show Survey/Travel $ 25,000.00 Other Project Resources and Salary $ 179,000.00 Secondary Research Purchase of secondary research $ 12,000.00 Online and mobile survey software, and additional software upgrades, survey Operations incentives $ 12,000.00 Memberships,telephone, postage, computer equipment, Misc conference/seminar attendance $ 8,000.00 Total $700,000.00_ ........................................................................................................................................................................................................................................................................................................ THE FLORIDA KEYS & KEY WEST I COME AS YOU ARE`' M-5 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Section Four: Evaluation The final area of a marketing plan consists of assessing the effectiveness of our programs. Evaluation is a systematic approach to assessing the performance and improving the efforts of the TDC and its marketing plan. It is systematic in that there is usually a three (3) stage process of(1) gathering data, (2) analyzing the data and (3) how we use that information to improve our program. Though the TDC has different ways of tracking our marketing and sales efforts, there are several common measurement factors used in assessing the level of a program's performance. The TDC Market Research Department along with an outsourced research company regularly conducts visitor profile analysis and monitors marketing effectiveness through surveys, studies, and other research techniques that will give measurable results. In the marketing strategies, methods and implementation sections of the marketing plan, each area (advertising, sales, public relations, film commission) includes specialized evaluation criteria to measure performance. Accountability assessment is the sound measurement of the extent to which stated goals of a specific marketing effort are being or will be achieved. Accountability assessment not only measures performance, but also enables review of the adequacy of our goals and provides us with guidance as to how future marketing performance can be maximized. Having the ability to make quick adjustments in our marketing is also an important element of our program. Being able to gather and analyze data in a timely manner gives us the ability to make changes in our plan. We are making every attempt to develop an orderly planning process which includes a clear statement of goals to be attained in the time frame outlined. Those goals are reached through a series of marketing strategies and methods, each of which can and should be measured. The measurement techniques should be designed objectively, without preconceived notions of the results and without a design which attempts to prove something works. Such methods include: • Pre/post tracking studies, which measure users and non-users of our marketing efforts. Why someone did not respond is as important as why someone did. • Comprehensive studies of how travel information is delivered and used by the potential visitor. • The measures of economic impact and return on investment (ROI). What are the total benefits of a visitor coming to our area versus the cost of attaining those benefits? • Qualitative analysis to learn what works in marketing our area, both in the short and long term. Our assessment of the plan should not only grade our current efforts but should help show us how to make adjustments, and be more effective in subsequent years. THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' N-1 N �F- COUNTY TOURIST F-CIF=!_PMF. T COUNCIL. 2021-2022 MARKF.TING PLAN ............................................................................................................................................................................................................................................................................................ Some of the criteria or techniques that can be used or may be planned by the TDC this year to assess program effectiveness include: • nSight for Travel reports • Google forms Chamber's reports • Visitor Profile Survey reports • Smith Travel Research Report • Dive Survey Report • Travelclick Demand 360 • Economic & tourism indicators • AT&T call reports • Bed tax revenues report • Sales tax revenues report • Airport arrivals and cruise ship/ferry passenger counts • Internet marketing click-through counts • Google analytics Web Analysis • Web site user demographics reports • Web site brochure and video downloads • Rootrez website booking engine analytics • Social Media user demographic reports • Social Media monitoring and analysis • Electronic sales lead tracking • European agencies' reports • Ad testing • Trade partners and industry survey (meaning surveying travel trade & lodging sales staff) • Conversion studies • Online surveys or mobile surveys • Branding and perception research In summary, we need to know what marketing efforts are working; what are not; and make the appropriate adjustments in the quickest period of time to ensure the success of our decision-making process. THE FLORIDA KEYS & KEY WEST J COME S YOU ARE"' N-2